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  • Why Automating Your Existing Processes Could Be a Mistake

    Why Automating Your Existing Processes Could Be a Mistake
    2026/09/17
    This week I want to challenge one of the biggest promises being made about AI right now: automation. It sounds great, take an existing process and make it faster with AI, but I think there's a question that gets skipped way too often. Should this process exist in the first place? When you automate a process without asking that, you're quietly assuming every step, every handoff, and every approval is actually necessary.I walk through a detailed example: a sales discount approval process, where a salesperson has to escalate a discount request to a manager because the manager holds the judgment and authority to decide. You can automate every step of that request and response cycle and make it much faster, or you can ask why the approval exists at all, and realize that once an AI agent understands your commercial boundaries, most of that back-and-forth can disappear entirely. This is the same mistake many businesses made during digital transformation: they digitized their paper processes instead of asking whether those processes should still exist. Pick one process in your own business this week, and instead of asking what you can automate, ask why each step exists in the first place.Episode Timeline & Highlights[0:00] – The big promise of AI automation, and the question that gets skipped[0:31] – Why automating an existing process assumes the process itself is correct[1:44] – Introducing the example: a sales discount that requires manager approval[2:07] – Walking through the current process: request, context gathering, decision, and response[3:06] – What an automation vendor would immediately offer to speed up that process[4:06] – The better question: why does the approval process exist in the first place[4:34] – The real reason: judgment and commercial boundaries live inside the manager's head[5:07] – Introducing AI labor trained on commercial policy, pricing, and customer history[5:40] – Setting clear boundaries: what an AI agent can decide, and what still escalates[6:14] – What happens to the approval process once those boundaries exist[7:29] – Comparing automating a process versus redesigning the work itself[8:01] – The digital transformation parallel: paper forms became digital forms, not new processes[9:33] – Why AI is a new source of intelligent labor, not just a faster way to move information[10:03] – The bigger question: how many of your processes exist just to move information between people[11:26] – Why your existing processes aren't sacred, just how work got done given past constraints[11:56] – Some processes should be kept, some automated, some redesigned, and some eliminated entirely[12:25] – Separating the actual work (a commercial decision) from the process steps built around it[13:01] – Why starting with the work avoids the traps hidden in technology, job titles, and process[13:57] – The uncomfortable discovery: some of what you're about to automate probably shouldn't exist[14:55] – Framing AI as a labor question rather than a technology question[16:00] – The exercise: pick one process, map its steps, and ask why each one exists[17:01] – Why the biggest AI opportunity might be realizing you don't need the process at all5 Key TakeawaysAutomating a Process Assumes It's Correct — Before making a process faster with AI, ask whether the process itself should exist. Every step you automate without questioning it carries forward whatever assumptions created it in the first place.Approvals Often Exist Because Judgment Lives in One Person's Head — A sales discount approval process exists because a manager holds context and authority a salesperson doesn't. Once that judgment can be captured in clear boundaries, much of the back-and-forth disappears.AI Can Own a Decision Within Defined Boundaries — Rather than routing every request to a person, an AI agent trained on your policies can approve straightforward cases automatically and escalate only what falls outside the boundaries you've set.Digitizing a Process Isn't the Same as Redesigning It — Many businesses made this mistake already during digital transformation, turning paper processes into digital ones without ever asking if the underlying steps still made sense.Your Processes Aren't Sacred — They're simply how your business learned to get work done given the people and systems available when they were created. Some deserve to be kept, some automated, some redesigned, and some should disappear entirely.Links & ResourcessmrtPhone (sponsor): https://www.smrtphone.ioThe AI Workforce: https://thefutureworkforce.aiThat Real Estate Tech Guy: https://thatrealestatetechguy.comThanks for tuning in to this one. If this got you second-guessing a process you were about to automate, that's exactly the point, pick one this week and ask why each step actually exists before you make it faster. Head over to thatrealestatetechguy.com for all the episodes and some great discounts on the tech we talk about. More...
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    18 分
  • Why Automating Tasks Isn't the Same as Redesigning a Role

    Why Automating Tasks Isn't the Same as Redesigning a Role
    2026/09/10
    This week I want to go deeper into an idea I touched on before: your job descriptions might actually be hiding how your business really works. I use a detailed example, a salesperson named Jennifer, and follow her through an entire day to show that "salesperson" isn't really one job. It's a bundle of completely different kinds of work, administrative tasks, predictable execution, pattern recognition, and high-value human judgment, that all got stitched together simply because one person had to do all of it.Once you stop asking "how much of Jennifer's job can AI do" and instead pull the bundle apart into its individual responsibilities, initial contact, qualification, scheduling, nurture, negotiation, closing, you can make a much smarter decision about how each piece should actually be executed. This is part of what I call work architecture, the first section of my AI Labor Architecture framework in my new book, The AI Workforce. Try this yourself: pick one important person on your team, forget their title for 30 minutes, and just follow the actual work that crosses their desk.Episode Timeline & Highlights[0:00] – Where would you even start explaining how your business works?[0:35] – Why a job description shows how work got bundled, not what the work actually is[1:04] – Introducing Jennifer, a top salesperson, and her simple-sounding job title[1:32] – Following Jennifer through a full day: a lead comes in and she makes contact[1:58] – The research and qualification work: comparing a lead against past successful customers[2:25] – The scheduling grind: calendar links, availability, and the back and forth to book a meeting[2:57] – Preparing for and running the meeting, then handling objections when they don't buy right away[3:20] – The nurture and follow-up work that keeps an opportunity from disappearing[3:32] – Pricing, approvals, and contract negotiation on the way to finally closing the deal[4:04] – Breaking down the four different types of work bundled into "salesperson"[5:12] – Why intelligent work has always required a person, and how that shaped the modern job[5:41] – Jennifer's job title as simply the container used to organize the work, not the work itself[6:16] – Why "how much of Jennifer's job can AI do" is the wrong question to start with[6:49] – Pulling the job apart into its individual responsibilities: qualification, research, scheduling, and more[7:30] – What it looks like once each responsibility can be assigned independently[8:04] – The real shift: not replacing Jennifer, but no longer treating Jennifer as the architecture[8:40] – Why most businesses will preserve the same work bundles even after adding AI[9:46] – Why the assumption behind those bundles has now changed[10:17] – The exercise: pick someone important and follow their actual work, not their job description[10:52] – Why the real job usually isn't captured in the written job description at all[11:25] – What makes your best people better: the judgment and context nobody ever documented[12:01] – The risk of only automating obvious tasks and calling it a redesign[12:43] – Realizing a "job" might actually be six or twelve separate responsibilities[13:50] – Separating the work, the responsibility, and the execution once again[14:23] – Revisiting Jennifer: an incredible closer spending half her week on work that doesn't need her[15:20] – Where this shows up everywhere: managers as human routing systems, founders making decisions they should have handed off years ago[15:41] – Introducing work architecture as part of the AI Labor Architecture framework[16:27] – The 30 minute exercise: forget the title, follow the actual work[17:37] – Where to find The AI Workforce and get notified when it's available5 Key TakeawaysA Job Title Is a Container, Not the Work Itself — "Salesperson" bundles together administrative tasks, predictable execution, pattern recognition, and high-value judgment into one title, simply because a person had to do all of it. The title hides how different those tasks actually are.Stop Asking "Can AI Replace This Person" — That question treats a job as one unit. The more useful question is what the individual responsibilities inside that job actually are, so each one can be assigned to whoever or whatever executes it best.Job Descriptions Capture Activity, Not Judgment — What makes your best people valuable is usually the context and judgment they've built up that was never formally written down: knowing what to ignore, when to break the process, which customer needs a call instead of an email.Talented People Often Carry Work That Doesn't Need Them — A skilled closer spending half her week on scheduling and data entry isn't a personal failing, it's an architecture problem. Once the bundle is pulled apart, that mismatch becomes visible.Try the 30 Minute Exercise on One Important Person — Pick someone on your team, ignore their title, and track everything...
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    19 分
  • Stop Asking What AI Can Do, Start Asking What Work Needs to Be Done

    Stop Asking What AI Can Do, Start Asking What Work Needs to Be Done
    2026/09/03
    This week I want to tackle a question I hear constantly from business owners, and I think it's actually the wrong question to be asking: "what can AI do in my business?" It feels reasonable given how fast AI capability is moving, but starting there makes AI the center of the conversation when it should be the work. Your business exists because of outcomes that need to be produced, not because of a tool that needs a job to do.This is the first part of what I call the AI Labor Architecture framework in my new book, The AI Workforce, and it's the starting point for every other decision that follows. If you try nothing else this week, pick one part of your business and ask what actually needs to happen there, not what an AI agent could do, and not even who's currently doing it.Episode Timeline & Highlights[0:00] – The common question business owners keep asking, and why it's the wrong one[0:57] – Why AI isn't the center of your business, the work is[1:28] – Reversing the question: from "what can AI do" to "what work actually needs to be done"[2:00] – Introducing the SaaS onboarding example[2:33] – What a CEO sees when a capable new AI agent looks able to handle onboarding[3:39] – Why "could she do onboarding" is still the wrong question, even if the answer is yes[4:12] – Breaking onboarding down piece by piece: information gathering, account setup, and interpretation[4:41] – What actually happens after setup: helping the customer understand what's been done[5:10] – The follow-up work: noticing when a customer gets stuck or disappears[5:49] – Why "onboarding" was always a bundle of very different kinds of work sitting inside one role[6:34] – A break to highlight smrtPhone, the show's sponsor, and its 5,000 free calling minutes offer[7:07] – Introducing AI labor as a way to unbundle execution from any one person[7:37] – What this actually looks like: an AI agent gathering information and following up consistently[8:06] – When a person still needs to be brought in, and why they'd have full context already assembled[8:47] – Why capability doesn't tell you how your business should be designed[9:18] – The real questions to start with: where judgment, consistency, context, and relationship matter most[9:57] – Why so much of the current AI conversation gets the order backwards[10:24] – The hiring analogy: choosing a job for someone because of their resume, not their fit[11:31] – Why businesses have always been built around people, and why that shaped how we see "the business" itself[12:07] – Separating three things that used to travel together: the work, the responsibility, and the execution[13:14] – Why the order matters: starting with the work, not the AI agent[13:56] – Introducing work architecture as the first part of the AI Labor Architecture framework[14:29] – Why capability comes later, after you understand your business and its outcomes[15:04] – Where to sign up to be notified when the book, The AI Workforce, launches[15:32] – The one exercise to try this week: pick one part of your business and start with the work5 Key TakeawaysStart With the Work, Not the Capability — Asking "what can AI do" makes the tool the center of the conversation. Asking "what work needs to be done" keeps the business's actual outcomes at the center, which leads to much better decisions about who or what should execute that work.Job Titles Hide Bundles of Very Different Work — A role like "onboarding specialist" looks like one job, but it's usually a bundle of distinct types of work, information gathering, interpretation, administration, education, follow-up, and exception handling, that only ended up together because one person had to do all of it.AI Breaks Apart Three Things That Used to Travel Together — Historically, hiring someone into a role answered three questions at once: what work exists, who's responsible for it, and how it gets executed. AI labor lets you separate those three and assign execution more intelligently.Capability Doesn't Tell You How to Design Your Business — Just because an AI agent can technically perform a task doesn't mean it should, and just because a person can perform something doesn't mean it's still the best use of their time.Judgment and Exceptions Still Belong With People — When you break work down clearly, predictable and consistent pieces are well suited to AI, while genuine complexity, judgment calls, and relationship-dependent moments are where a person should still be brought in, ideally with full context already gathered for them.Links & ResourcessmrtPhone: Listeners get 5,000 free calling minutes: https://www.smrtphone.ioThe AI Workforce: https://thefutureworkforce.aiThat Real Estate Tech Guy: https://thatrealestatetechguy.comThanks for tuning in to this one. If this got you rethinking how you look at a role in your own business, try the exercise: pick one part of it this week and ask what actually needs to happen, not what an AI...
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    17 分
  • Introducing the AI Labor Architecture Framework

    Introducing the AI Labor Architecture Framework
    2026/08/27

    This week I want to dig into one idea that I think is going to cause a lot of businesses real problems if they don't get ahead of it: the assumption that dropping an AI agent into a part of your business automatically creates leverage. It sounds obvious on the surface, an AI that can work faster and handle more volume than a person should scale your output. But I don't think that's actually how leverage works with AI, and I want to walk through exactly why.

    I use a simple sales team example to show what happens when you introduce an AI agent that can produce ten times the qualified opportunities your team used to generate. Instead of ten times the leverage, you often get ten times the problem, because every other part of your business was built around human capacity constraints that AI doesn't share. The real fix isn't just adding AI where you can, it's asking what happens to everything around it once you do, and in most cases, redesigning the whole system rather than just automating the old one. This is the exact question that led me to write my new book, The AI Workforce, and the framework inside it, the AI Labor Architecture, which I'll be building on in the episodes ahead.

    Episode Timeline & Highlights:

    [0:00] – The core assumption about AI that's going to cause businesses real problems
    [0:27] – Why adding an AI agent doesn't automatically create leverage
    [0:58] – The sales team example: introducing an AI agent that can engage thousands of leads
    [1:33] – What happens when a team built for 50 qualified opportunities a week suddenly gets 500
    [2:37] – Why ten times the output can become ten times the problem instead of ten times the leverage
    [3:15] – Why businesses have been designed around human labor constraints for hundreds of years
    [4:33] – A break to highlight smrtPhone, the show's sponsor, and its 5,000 free calling minutes offer
    [5:02] – Digital employees don't share the same constraints as human labor
    [5:46] – Why moving a bottleneck isn't the same as removing it
    [6:18] – The better question: not "where can we add AI" but "what happens to everything around it"
    [6:55] – Redesigning the sales process itself around what an AI agent can actually do
    [7:35] – Why this is redesigning the process, not just automating the old one
    [8:03] – How human capacity assumptions are baked into almost every process in a business
    [8:38] – The real questions leaders need to ask: what stays human, what becomes AI, what changes
    [9:16] – Why this question led Jordan to write his new book, The AI Workforce
    [9:49] – Introducing the AI Labor Architecture framework at the center of the book
    [11:00] – Why the winning companies will be the ones that redesign around AI, not just adopt the most tools
    [11:26] – Where to sign up to be notified when the book launches

    5 Key Takeaways

    1. More Output Isn't Automatically More Leverage — An AI agent that produces ten times the qualified opportunities your team used to generate doesn't create ten times the leverage if the rest of your business can't absorb that volume. It can just as easily create ten times the problem.
    2. You Move Bottlenecks, You Don't Remove Them — Giving one part of your organization near-unlimited capacity doesn't eliminate the constraint, it just relocates it to whatever comes next in the process, which usually still has entirely human limitations.
    3. Ask What Happens Around the AI, Not Just Where to Add It — The more useful question isn't "where can we insert an AI agent," it's "what happens to everything upstream and downstream once we do." That question is what actually reveals where redesign is needed.
    4. Redesign the Process, Don't Just Automate the Old One — Real leverage comes from rethinking how work should flow when a new kind of labor doesn't share human constraints, not from making the existing process faster in the same shape it's always had.
    5. Every Business Process Has Human Capacity Built Into It — How many calls someone can make, how many documents someone can review, how much someone can hold in their head. These assumptions have shaped how you built your business, and identifying them is the starting point for redesigning around AI.


    Thanks for tuning in to this one. If this got you thinking differently about where you're adding AI in your own business, that's exactly the point, the redesign question matters more than the tool question. Head over to thatrealestatetechguy.com for all the episodes and some great discounts on the tech we talk about. More high-signal conversations coming next.
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    13 分
  • Why AI Is Creating Jobs Instead of Cutting Them ft. Stephanie Betters & Steve Trang

    Why AI Is Creating Jobs Instead of Cutting Them ft. Stephanie Betters & Steve Trang
    2026/08/20
    This week's episode is a little different: instead of my usual solo takes or one-on-one interviews, I'm joined by my co-hosts on this whole project, Stephanie Betters from Left Main REI and Steve Trang from Objection Proof AI, for a three-way conversation about REI Tech Unlocked, now just a few weeks away. The three of us dreamed this event up four years ago on a boat in Jamaica, fueled by frustration that our industry, one serving more than 100,000 serious real estate investment operators, still runs on affiliate links and guru-led hype instead of a real place to evaluate technology honestly.We also dig into something all three of us are seeing with our own clients right now: AI hasn't eliminated jobs the way everyone predicted at the start of the year, it's actually created a need for more people, because the bottleneck moves downstream once the top of your funnel gets faster. Steve shares the framework from his own book about redesigning a business around AI rather than just bolting a tool onto an analog process, and we close out by each naming the one thing we're personally most excited about at the event itself.If you've been on the fence about coming to REI Tech Unlocked, September 19th through 21st in Dallas, this conversation is the clearest picture yet of why the three of us built it and what you'll actually walk away with.Episode Timeline & Highlights[0:00] – Jordan turns the tables, letting Stephanie and Steve lead the conversation about REI Tech Unlocked[1:39] – Steve's honest take: most industry events are inspiration, not tactics, and this one is built to be different[2:04] – Revisiting the origin story: a boat in Jamaica, a few drinks, and an idea that stuck[5:48] – The real motivation: an industry of 100,000+ serious operators still served in a fragmented, affiliate-led way[8:00] – Why there's no event dedicated to real estate technology specifically, until now[10:18] – How most investors actually hear about tools, and why that system is broken[13:05] – Referencing a well-known AI researcher's own admission that even experts feel overwhelmed by the pace of change[16:26] – The three types of clients Steve talks to: AI skeptics, AI overbuilders, and the ones finding real balance[18:35] – Jordan's own turning point: realizing a digital employee can't create leverage inside an analog business[21:26] – Why AI hasn't eliminated jobs at Jordan's company, it's created a need to hire more people[24:44] – A break to highlight smrtPhone, the show's sponsor, and its 5,000 free calling minutes offer[25:43] – Meta confirmed for the event, and what their advertising and AI leadership will cover[27:22] – Salesforce and Slack confirmed, and their pivot from CRM infrastructure to an agent-forward model[29:28] – Collective Genius, the mastermind community all three hosts belong to, also attending[30:14] – Twilio joining through the smrtPhone partnership to talk trusted calling and FCC changes[31:37] – Why visibility for this industry with major brands is its own quiet win for the event[36:42] – Steve's closing highlight: what a sales team should look like in 2026 versus 2024[38:00] – Jordan's closing highlight: senior smrtPhone developers attending just to listen to customers[39:36] – Stephanie's closing highlight: an environment where everything discussed is directly relevant[42:17] – Final call to action and where to find ticket links5 Key TakeawaysNo Pay-to-Play, Just Real Relationships — Every company attending is one the hosts' own clients already use and trust, not a sponsor who bought a table. The goal is real, hands-on conversations instead of scanning a QR code and walking past.Real Estate Investing Is a Massively Underserved Niche — Despite over 100,000 serious operators in the US, the industry has never had a dedicated technology event, and most investors hear about new tools through affiliate links and coaches rather than direct evaluation.AI Is Creating Jobs, Not Just Eliminating Them — Contrary to the fear many had at the start of the year, increased productivity from AI is creating new bottlenecks downstream, meaning businesses that adopt AI well often need to hire more people, not fewer.Isolated Tools Don't Create Leverage, Redesigned Businesses Do — Simply plugging in a new AI tool without rethinking how it interacts with the rest of your business creates new bottlenecks instead of real gains. The leverage comes from redesigning the business itself.Major Brands Are Finally Paying Attention to This Industry — Companies like Meta, Salesforce, and Twilio sending senior leadership to this event, rather than just sales reps, signals real recognition of real estate investing as a market worth building for directly.Links & ResourcessmrtPhone (sponsor) — the only phone system built for real estate investors, connecting your calls, texts, and AI voice agents to a best-in-class REI CRM. Listeners get 5,000 free calling minutes. — https://...
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    44 分
  • How to Get Hands-On With Your Entire Tech Stack in One Room ft. Jordan Fleming

    How to Get Hands-On With Your Entire Tech Stack in One Room ft. Jordan Fleming
    2026/08/13
    This week I'm doing something a little different, a special solo bonus episode, just me, talking about something I'm genuinely fired up about: REI Tech Unlocked, happening September 19th through 21st in Dallas. This is the event I always wished existed in this industry but never did, so about four years ago, over drinks in Jamaica with Stephanie Betters from Left Main REI, we started dreaming about getting the best real estate investment technology companies in one room so investors could actually get hands-on with all of it at once. That dream is now real, built together with my good friend Steve Trang from Objection Proof AI.The whole point of this event is hands-on access, not another conference where you leave hyped up with no idea how to execute. You'll be able to sit down face to face with the technology companies that actually drive your leads, your calls, your CRM, and your funding, whether you're already a customer looking to get more out of the tools you have, or you've never used them and want someone to set up your account and walk you through it in person. Meta, Salesforce, and Twilio are all going to be in the room talking about where AI is taking Facebook ads, CRM, and trusted calling over the next 18 months, and that matters directly to how you run your business. If you want to cut through the noise around which tech actually moves the needle instead of just chasing shiny objects, I'll have a link with 50% off tickets, and I hope to see you in Dallas.Episode Timeline & Highlights[0:00] – Introducing REI Tech Unlocked, September 19th to 21st in Dallas[0:23] – The origin story: a dream conversation with Stephanie Betters in Jamaica four years ago[1:27] – Partnering with Steve Trang of Objection Proof AI to bring the event to life[1:53] – The basics: where, when, and the 50% off ticket discount available[2:33] – Why technology is the one absolute necessity for scaling a real estate business[3:41] – Calling out "shiny object syndrome" and who this event is really built for[4:16] – What attendees get: seeing where the technology is headed over the next 18 months[4:58] – Meta and Salesforce in the room on AI in Facebook ads and where CRM is headed[4:58] – Jordan's own smrtPhone partnership with Twilio on trusted calling in the age of AI[5:23] – Sitting down 1-to-1 with the exact companies whose tools you already use[6:01] – What it looks like if you're not yet a customer: live account setup and onboarding[6:42] – Why face-to-face access to your entire tech stack almost never happens otherwise[7:05] – Avoiding the typical event trap of leaving motivated but with no execution plan[8:10] – A break to highlight smrtPhone, the show's sponsor, and its 5,000 free calling minutes offer[9:06] – Why volume-focused AI lead gen isn't the same as performance[9:26] – The overlooked opportunity: AI search optimization for real estate investors[10:11] – The value of being in a room where builders and top performers share what's actually working[10:36] – The exhibitor list: Left Main, Objection Proof AI, Twilio, Meta, Salesforce, and more[11:11] – Why technology is what lets you scale without inflating your overhead[11:54] – Closing invitation and where to find the ticket link5 Key TakeawaysHands-On Beats Theoretical — REI Tech Unlocked was built specifically so investors leave with new systems actually onboarded, not just inspired with no plan for execution, which Jordan says is the most common failure mode of industry events.Face Time With Your Tech Stack Is Rare — Sitting down one-on-one for a full hour with the exact companies that drive your leads, your calls, your CRM, and your funding is an opportunity most investors never get, whether you're already a customer or brand new to the tool.Volume Isn't the Same as Performance — Chasing AI for lead volume alone misses a bigger opportunity: AI search optimization, making sure your business shows up when people are actually asking AI for recommendations, which almost nobody is focused on yet.Shiny Object Syndrome Is the Real Enemy — Serious investors trying to build a real business need to know where genuine leverage comes from, not just chase the next quick-win tool everyone's talking about this month.The Best Insight Comes From the Room, Not the Internet — Understanding what's actually working right now requires being where builders and top-performing investors are talking directly, not just reading about trends secondhand.Links & ResourcessmrtPhone (sponsor) — the only phone system built for real estate investors, connecting your calls, texts, and AI voice agents to a best-in-class REI CRM. Listeners get 5,000 free calling minutes. — https://www.smrtphone.ioREI Tech Unlocked 2026 (September 19–21, Dallas, Texas; hosted by Left Main REI, Objection Proof AI, and smrtPhone; 50% off tickets with the link in the show notes) — https://reitechunlocked.com/registration?promo=smrtphone50&utm_source=smrtphone...
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    13 分
  • How AI Scores Every Sales Call Instead Of The Three You Picked ft. Steve Trang

    How AI Scores Every Sales Call Instead Of The Three You Picked ft. Steve Trang
    2026/08/06
    Steve Trang is the founder of Objection Proof AI and host of Real Estate Disruptors, a sales trainer who has coached thousands of salespeople and hundreds of business owners since 2019 and now consults with nine figure companies on sales. He started in real estate as a realtor in 2007 and has spent the last several years turning what he listens for on a live sales call into AI that can score, role play, and now sell.This conversation covers what actually makes a salesperson close, why empathy is a transmission of information and not an emotional performance, and how AI call scoring, role play bots, and voice agents are replacing the work sales managers hate doing. If you run a real estate acquisitions team and you are trying to figure out where AI fits without gutting your sales floor, start here.Timeline Summary[2:31] – Steve introduces Objection Proof AI, built to review calls, run role plays, set appointments, and follow up[4:16] – From 2007 realtor to training thousands of salespeople and consulting with nine figure companies[6:40] – Chris Voss on empathy as the transmission of information, not an emotional outpouring[8:16] – Jamil on why you should learn to sell from a robot instead of the naturally charming closer[12:16] – Empathy beats sympathy, and why rapport is not what gets a contract signed[15:03] – How Steve and Ian spent two hours documenting every single thing he listens for on a call review[16:31] – The heart surgeon analogy for letting AI do everything before the high value work starts[18:43] – Why cherry picking three good and three bad calls hides your team's real performance patterns[23:20] – Five role play bots used for training and as a screening tool before an interview is ever booked[26:17] – Three voice agents, web form speed to lead under two seconds, inbound coverage, and CRM follow up[28:12] – Eric Brewer's 60,000 raised hands and the six figures sitting dead in almost every CRM[33:37] – Why agents are not allowed to make offers yet and what real time underwriting has to solve first[39:03] – Why lead manager roles get automated first and why you should keep your best one[42:25] – Fast Five begins with the seven media hires in 2021 that nearly broke him financially[43:54] – Move slowly, add one tool a month, and let the efficiency compound[47:17] – Where to upload a call for free analysis and the two text keywords to try the bots5 Key TakeawaysEmpathy Is Information, Not Emotion — You do not have to feel what the seller feels. You have to articulate back how they got into the mess, what keeps them up at night, and what they want next. That is what builds trust, and it is fully trainable.Score Every Call, Not Three Calls — Reviewing a handful of cherry picked calls gives you anecdotes. Scoring all of them surfaces the real outliers on both ends, so you know who to study and who to fix.Make The Feedback Loop Public — Steve's team pushes every call review into a shared group chat and requires reps to respond to it. How a rep explains their own call tells you exactly where they are stuck.The Money Is Already In Your CRM — Most investors chase new leads while five years of raised hands sit untouched. A follow up bot that tags a list and live transfers the interested ones turns dead data into appointments.Roll Out One Tool A Month — The all or nothing approach to AI wrecks processes and morale. Pick one tool, get it running, then add the next. Small efficiency gains compound faster than a full rebuild.Links & ResourcesThat Real Estate Tech Guy — https://thatrealestatetechguy.comObjection Proof AI, free call and transcript analysis, confirm the exact URL before publishingReal Estate Disruptors, Steve's podcast, add URL before publishingsmrtPhone, the phone system built for real estate investors, add the standard show linkTry the role play bot, text ROLEPLAY to 33777Try the follow up bot, text CASH to 33777Never Split the Difference by Chris Voss, the empathy definition Steve referencesLeft Main REI, mentioned via Stephanie Betters, add URL before publishingInvestorLift, mentioned as a compliant opt in data source, add URL before publishingEnjoyed This Episode?If the heart surgeon breakdown of call reviews made you rethink how your sales manager spends their week, send this to whoever is currently listening to calls by hand. Steve gave away the entire logic behind his scoring bot in this one, and none of it requires you to buy anything to start using it. Follow That Real Estate Tech Guy, leave a rating and review, and head to https://thatrealestatetechguy.com for every episode plus discounts on the platforms we cover.
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    49 分
  • The Five Word Change That Doubled Website Conversion ft. Trevor Mauch

    The Five Word Change That Doubled Website Conversion ft. Trevor Mauch
    2026/07/30
    This episode originally aired in early 2023, and we're bringing it back because the fundamentals in it have not aged a day. The conversion principles, the testing discipline, and the friction thinking Trevor lays out are just as useful to real estate investors today as they were when this first ran.Trevor Mauch is the CEO of Carrot, the website and lead generation platform behind more than 7,000 of the top real estate investors and agents, whose clients pull in roughly 80,000 leads a month across the US, Canada, Australia, the UK, and South Africa. He got into real estate by buying a fourplex at 21 with none of his own money, then spent the next decade learning how to rank websites and turn traffic into deals.In this conversation with Jordan Samuel Fleming, Trevor breaks down the actual science behind why some real estate investor websites convert and most do not, from the three form field rule to the five word button change that more than doubled conversion across test sites. If you are running a we buy houses site, paying for leads, or wondering why your traffic is not turning into contracts, this one gives you the specific levers to pull.Timeline Summary[0:52] – Jordan introduces Trevor Mauch and the platform behind thousands of investor websites[1:09] – Carrot serves over 7,000 investors and agents and drives roughly 80,000 leads a month[2:15] – Buying a fourplex at 21 with none of his own money and getting hooked on marketing instead[3:13] – The failed software bets before Carrot and what they taught him about building tech[4:09] – Why the next decade of websites would be about performance, not just being online[6:47] – How a Squarespace site or a cheap Upwork clone quietly costs investors deals[10:46] – Inside the quarterly testing process across 220 MSAs and roughly 1,000 websites[11:50] – Carrot clients hold over 60% of top five rankings in the top 220 US markets[12:25] – The mobile test that lifted conversion 25% just by moving the form higher[17:50] – The non negotiable website principles including why three form fields beats seven[19:13] – Changing five words on a button more than doubled conversion across test sites[20:44] – Why friction is the real killer in marketing and where it hides in your follow up[22:58] – Keith Sant's Calendly trick that closed deals from late night form submissions[25:31] – The Investor Fuse acquisition and the hybrid thesis for investors and agents[28:37] – Fast Five on the highest impact feature and the mistake most new users make[30:17] – Why all offline marketing creates online demand and how ignoring it costs you5 Key TakeawaysPretty Websites Lose To Tested Ones — Squarespace and custom builds are made to look good and launch fast, not to convert. Trevor's team tested a wholesaler's popular, good looking site across 20 markets and it performed worse than Carrot's in most of them.Three Form Fields Is The Ceiling — Seven fields will get you highly qualified leads and tank your conversion rate. Three is the tested sweet spot regardless of market or lead type, and your button should span the full width of the fields above it.Five Words Doubled Conversion — Swapping generic button copy like Submit or Continue for benefit driven language like Get My Fair Cash Offer more than doubled conversion on test sites. The entire industry standard shifted because of that test.Friction Is The Whole Game — Marketing is just removing friction between someone's pain and your solution. That includes your form, but also how fast a lead gets a human on the phone. Twenty four hours of delay is friction you chose to add.Offline Marketing Creates Online Demand — Direct mail and cold calls send people straight to Google to look up your company name and reviews. If you do not rank well for your own brand, your offline spend leaks deals you never see.Links & ResourcesCarrot — https://carrot.comsmrtPhone — https://smrtphone.ioThat Real Estate Tech Guy — https://thatrealestatetechguy.comInvestor Fuse — https://investorfuse.comLeft Main REI (Stephanie Betters) — https://leftmainrei.comCalendly — https://calendly.comGoogle Sheets — https://sheets.google.comAlso mentioned: The Carrot Cast podcast and Trevor's Thursday Truck Talks, Carrot Camp, Objection Proof AI with Steve Trang, and REI Tech Unlocked in DallasEnjoyed This Episode?If you have ever looked at your website traffic and wondered why so few of those visitors turn into contracts, Trevor's three form field rule and the button copy test are worth acting on this week. Send this to the investor you know who just spent good money on a beautiful site that is not producing. And if the show helps you, follow, rate, and review so more investors can find it.
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