Housing 2.0 creator Sam Rashkin presents ten science-based strategies for translating the technical benefits of high-performance homes into the emotional triggers and trust signals that drive purchase decisions. His argument: when buyers can feel the value, price stops being the objection.
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Mike Collignon: All right. Hello, everyone. Welcome to November. You know, Thanksgiving's only three weeks away, but today is an observation that can help some of us prepare for that day. Yes, it's national men. Make dinner a day. Again, I do not make these up. Now, on today's webinar, we're going to cover six powerful research driven strategies to translate technical benefits into emotional triggers that drive purchasing decisions.
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Mike Collignon: Believe it or not, when buyers see the value, price stops being the problem. Now you know who's making dinner tonight and today. In honor of today's holiday, Sam Raskin. And when he's not cooking up food, he's cooking up wonderful things like the Energy Star and Zero Energy Ready Home program. And Sam is also the creator and teacher of the housing 2.0 content, which is based largely on Sam's latest book, housing 2.0 A Disruption Survival Guide.
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Mike Collignon: The full program was established to help empower you, our building professionals, to design and construct higher performance, healthier and more sustainable homes at a fraction of the cost. Now, Sam is going to lead us through today's seminar and also address your questions at the end. Now, before we get started, we need to recognize our main sponsor, Panasonic. Healthy Indoor Living Solutions is helping builders across the country differentiate themselves with powerful, code compliant and cost effective indoor air quality solutions that provide a safe environment for home buyers and their products.
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Mike Collignon: Can definitely come in handy in case you burn dinner tonight. Now, during the course of today's presentation, you can submit questions for Sam. Simply use the Q&A function located in the menu bar at the bottom of the zoom window. I'm going to review those questions and pose those to Sam after his presentation. Hey what's cooking? Sam?
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Sam Rashkin: Hey. Thank you Mike. Good to be back with you. And welcome everybody to.
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Sam Rashkin: The next, Managing Uncertainty seminar.
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Sam Rashkin: This week.
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Sam Rashkin: As Mike mentioned, we're going to talk about uncertainty.
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Sam Rashkin: With.
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Sam Rashkin: Homebuyer sales.
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Sam Rashkin: Particularly, for high performance homes.
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Sam Rashkin: There's a lot of challenges.
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Sam Rashkin: And I want to.
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Sam Rashkin: Introduce ten not six, but ten science based strategies for translating.
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Sam Rashkin: Value.
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Sam Rashkin: So let's jump right.
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Sam Rashkin: In, like we usually do with, placing you where you are.
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Sam Rashkin: In the seminar series this year.
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Sam Rashkin: Today's November.
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Sam Rashkin: 6th.
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Sam Rashkin: Today we're talking about uncertainty with homebuyer.
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Sam Rashkin: Sales and the citizen science based strategies for translating.
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Sam Rashkin: Value. But those of you that been attending.
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Sam Rashkin: The series throughout the.
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Sam Rashkin: Year, June.
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Sam Rashkin: 26th, we covered high Performance home certification, likely changes, and how.
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Sam Rashkin: To adapt. And, then.
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Sam Rashkin: On August 21st, we.
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Sam Rashkin: Covered.
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Sam Rashkin: Housing.
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Sam Rashkin: Affordability.
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Sam Rashkin: Uncertainty in six cost saving strategies to.
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Sam Rashkin: Build better for less. Then on.
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Sam Rashkin: September.
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Sam Rashkin: 11th, we.
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Sam Rashkin: Covered uncertainty with the housing workforce and for survival strategies.
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Sam Rashkin: For how to manage, incredible challenges ahead. With the trades today.
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Sam Rashkin: November 6th sales.
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Sam Rashkin: And finally wrap up the year.
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Sam Rashkin: Next week.
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Sam Rashkin: With uncertainty, with growing homebuyer.
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Sam Rashkin: Expectations. How do we manage those?
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Sam Rashkin: And we'll talk about insuring.
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Sam Rashkin: Homes that live.
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Sam Rashkin: Better by design. How do you meet those expectations?
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Sam Rashkin: By housing design. So that's, this year's series will wrap up next week.
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Sam Rashkin: What we'll cover today will.
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Sam Rashkin: First be the.
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Sam Rashkin: Usual review of the background.
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Sam Rashkin: For housing 2.0 is context for.
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Sam Rashkin: How we kind of generate a lot of the content.
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Sam Rashkin: We do in these series.
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Sam Rashkin: Then we'll talk about the.
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Sam Rashkin: Housing 2.0.
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Sam Rashkin: Value advantage. You know, how much value increase you create by.
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Sam Rashkin: Applying the fundamentals we go.
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Sam Rashkin: After with.
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Sam Rashkin: This.
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Sam Rashkin: Program. And then the rubber.
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Sam Rashkin: Meets the road. How do we translate that value. We'll be the third section.
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Sam Rashkin: And we'll open up.
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Sam Rashkin: For discussion.
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Sam Rashkin: All there should take about an hour.
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Sam Rashkin: So let's jump right in. So the background for housing 2.0.
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Sam Rashkin: What we'd like.
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Sam Rashkin: To always make sure people realize is that when.
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Sam Rashkin: We look at detailed.
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Sam Rashkin: Survey.
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Sam Rashkin: Data done at the National Labs for where.
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Sam Rashkin: People spend time.
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Sam Rashkin: Each day.
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Sam Rashkin: What's really significant? We spend nearly 70% of our time.
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Sam Rashkin: In our homes and.
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Sam Rashkin: That's means that home is where life happens, basically. That's how significant.
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Sam Rashkin: All of our.
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Sam Rashkin: Careers are in the housing industry.
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Sam Rashkin: We are involved where.
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Sam Rashkin: People spend their lives. So that creates.
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Sam Rashkin: Real.
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Sam Rashkin: Interest when we realize that, the movement towards.
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Sam Rashkin: Telework.
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Sam Rashkin: Is probably bumping that up even higher, possibly to 75%. So this generates for why this program exists in the first place, right? Housing 2.0 homes for life happens better. That's what we're after. That's why we exist and.
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Sam Rashkin: Everything that we're after. And includes living better financially, living better.
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Sam Rashkin: In terms of our lives every.
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Sam Rashkin: Day and better.
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Sam Rashkin: Protection and all the things that we expect from our homes.
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Sam Rashkin: Now, what we do.
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Sam Rashkin: Is we.
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Sam Rashkin: Create a framework for how we get there, fundamentals.
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Sam Rashkin: For consistently.
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Sam Rashkin: Delivering a better user.
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Sam Rashkin: Experience at.
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Sam Rashkin: Lower cost.
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Sam Rashkin: And since most of my audience comes from.
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Sam Rashkin: My work.
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Sam Rashkin: With.
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Sam Rashkin: Zero energy rated home and.
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Sam Rashkin: Energy star.
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Sam Rashkin: I already know a lot of people that I.
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Sam Rashkin: Attract to these programs.
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Sam Rashkin: Are already embedded in really.
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Sam Rashkin: Optimizing home performance, but that's only one leg of a five legged stool. So there's all these other experiences we have to include as well.
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Sam Rashkin: Community.
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Sam Rashkin: Design, quality and sales.
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Sam Rashkin: And how we do that.
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Sam Rashkin: Basically.
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Sam Rashkin: And what we what we do in more detail with each.
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Sam Rashkin: Of those five experiences is the.
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Sam Rashkin: Framework.
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Sam Rashkin: Basically includes five user experiences, 20 strategies, and over 175 best practices. So you can consistently do better for less. Community is three strategies 24 Best practices. Design is five strategies 60 best Practices performance five strategies, 48 Best Practices and quality. We talk about four strategies and 24 best practices and sales, 23 strategies and 20 best practices. So this is not enough just to focus on, let's say, building science, efficiency and health.
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Sam Rashkin: Three,
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Sam Rashkin: Pillars of high performance.
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Sam Rashkin: We have to get much.
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Sam Rashkin: More user experience focused to be successful.
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Sam Rashkin: And how we do that.
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Sam Rashkin: Is.
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Sam Rashkin: We look at a new.
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Sam Rashkin: Business model to move from just focusing on first costs with limited investment and user experience, experts and special features to a housing 2.0 business model where we invest.
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Sam Rashkin: More in.
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Sam Rashkin: User experience experts and special features, particularly those that are sure thing. In other words.
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Sam Rashkin: Features and expert solutions that we know will transform.
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Sam Rashkin: How a home.
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Sam Rashkin: Lives.
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Sam Rashkin: And then what we do is critical.
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Sam Rashkin: The next step was we optimize cost. We talked about this last, seminar. There's six strategies, proven strategies.
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Sam Rashkin: For dramatically.
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Sam Rashkin: Reducing cost across all these experiences.
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Sam Rashkin: And the net by doing that.
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Sam Rashkin: Is we have all these cost savings compared to the low first cost focus business.
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Sam Rashkin: Model, along with all the added value from.
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Sam Rashkin: The superior user experience.
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Sam Rashkin: And.
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Sam Rashkin: Lower ownership cost. So the net is we have.
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Sam Rashkin: To now.
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Sam Rashkin: Translate all this cost advantage.
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Sam Rashkin: And the outcome.
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Sam Rashkin: Is typically tens of thousands of dollars per home. And use six strategies that we covered last week. We're going from excessive waste to optimize lean from excessive complexity to optimize simple mix of systems as an afterthought, two systems integration for an excess of.
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Sam Rashkin: Quality.
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Sam Rashkin: Assurance expenses and.
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Sam Rashkin: Warranty.
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Sam Rashkin: Cost to optimize quality from excessive customization to mass customization, excess of time and process to optimize productivity across all the user experiences. And the result. The outcomes of doing that are homes that cost less to on.
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Sam Rashkin: Live Better, live.
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Sam Rashkin: Healthier, protect.
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Sam Rashkin: Better.
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Sam Rashkin: And last.
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Sam Rashkin: Better.
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Sam Rashkin: So this is.
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Sam Rashkin: Powerful.
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Sam Rashkin: Benefits and.
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Sam Rashkin: Advantage and helps particularly high.
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Sam Rashkin: Performance home builders for industry leaders. Just what we're after.
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Sam Rashkin: So example that would.
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Sam Rashkin: This is kind of real results we get is.
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Sam Rashkin: Working with a builder like Tim.
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Sam Rashkin: O'Brien homes the largest production builder in Wisconsin. We would start with.
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Sam Rashkin: One model home he brought to the table and we would go after.
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Sam Rashkin: It. So you see the original first floor plan on the.
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Sam Rashkin: Left with all the.
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Sam Rashkin: Notes with about 26 different, notes for how to.
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Sam Rashkin: Leverage.
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Sam Rashkin: Cost savings for the first floor and the basement.
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Sam Rashkin: And on the.
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Sam Rashkin: Outside, additional notes. And in the end, when he does all that, he has the optimized floor plan.
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Sam Rashkin: And then.
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Sam Rashkin: We ask him to go.
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Sam Rashkin: And you can't manage what you don't measure.
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Sam Rashkin: To actually measure the outcomes from all those.
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Sam Rashkin: Improvements.
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Sam Rashkin: That we give him a spreadsheet.
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Sam Rashkin: Tool and the builder, him or.
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Sam Rashkin: Herself, or calculate the outcomes in this case, Tim.
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Sam Rashkin: Calculated, added value.
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Sam Rashkin: Was about $72,000 in cost savings for about $46,000. So I really mean it when I say tens of thousands of dollars cost advantage per home. This is about $118,000.
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Sam Rashkin: Net cost.
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Sam Rashkin: Advantage for optimizing just the design, just to design user experience. So this is what we try to do. And this is a resource for how.
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Sam Rashkin: You get a DAC.
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Sam Rashkin: Housing 2.0 disruption survival guide. And plus.
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Sam Rashkin: We, we encourage you to keep attending.
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Sam Rashkin: All these seminars.
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Sam Rashkin: Okay.
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Sam Rashkin: Let's move right into today's topic.
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Sam Rashkin: Managing uncertainty with home buyer value.
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Sam Rashkin: And let's start with the, housing 2.0 value advantage.
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Sam Rashkin: If you go through, the book, chapter by chapter, we keep calibrating all the cost outcomes. And I'm going to.
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Sam Rashkin: Give you a summary. Basically a lot of the findings that we.
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Sam Rashkin: Were able to calculate.
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Sam Rashkin: And it starts with first recognizing that.
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Sam Rashkin: It's not enough just to be sustainable. Say, I'm going to be a zero energy builder.
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Sam Rashkin: You have.
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Sam Rashkin: To recognize that you have to.
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Sam Rashkin: Create all.
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Sam Rashkin: These other experiences that create.
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Sam Rashkin: Value and and tremendous benefit.
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Sam Rashkin: To the high performance builder is to become an industry leader.
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Sam Rashkin: People care about health. They care about open space.
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Sam Rashkin: They live fresh air, outdoor living, storage, smart.
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Sam Rashkin: Homes, work at home, advanced lighting, color. The list can.
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Sam Rashkin: Go on and on. And when you do all that, then you're.
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Sam Rashkin: Able to be super.
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Sam Rashkin: Competitive. And so when.
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Sam Rashkin: We start with housing.
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Sam Rashkin: 2.0, we have a framework for.
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Sam Rashkin: Each experience and.
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Sam Rashkin: Community.
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Sam Rashkin: Why we optimize communities because place matters. Connection, environment, investment. We have goals for what we try to do optimize interaction, appearance, and persistence of value and strategies for how we do it. Open spaces, quality, features.
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Sam Rashkin: Value and the net outcome.
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Sam Rashkin: Is we lower ownership costs with natural comfort.
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Sam Rashkin: Free energy.
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Sam Rashkin: And things like sharing sheds that reduce requirements on things.
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Sam Rashkin: We add value with.
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Sam Rashkin: Boldness, social connection, open space, farm to.
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Sam Rashkin: Table and we add value because.
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Sam Rashkin: We're future ready. Open spaces just.
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Sam Rashkin: Have amazing ability to.
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Sam Rashkin: Increase appreciation and a.
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Sam Rashkin: Homeowner.
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Sam Rashkin: Association maintenance that keeps communities looking.
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Sam Rashkin: Good throughout the community.
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Sam Rashkin: South orientation adds future value. Tree lined streets, optimize views, town centers, expert landscaping, quality features.
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Sam Rashkin: And when you when you.
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Sam Rashkin: Realize that too often we hardly count these.
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Sam Rashkin: Value.
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Sam Rashkin: Adders, if you.
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Sam Rashkin: Will.
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Sam Rashkin: And just assume they're zero, that's the wrong.
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Sam Rashkin: Answer.
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Sam Rashkin: And so, again, housing 2.0 will basically try to.
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Sam Rashkin: Calibrate initial simple.
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Sam Rashkin: Approaches to just start putting some numbers together. So we're not on zero, which is wrong. And this adds up.
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Sam Rashkin: To maybe 100.
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Sam Rashkin: To 200,000 cost of energy just for.
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Sam Rashkin: Getting community right in.
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Sam Rashkin: Terms of each home's.
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Sam Rashkin: Improvement in value and not going to go through all.
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Sam Rashkin: Of these with the same detail, but just show you the process we use with this program. So in design, space matters. And so outside inside the details. So we do all these strategies for optimizing location in nature space.
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Sam Rashkin: Form and function. And then we wind up with.
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Sam Rashkin: These user experiences. We have lower construction cost.
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Sam Rashkin: With lower ownership.
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Sam Rashkin: Costs.
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Sam Rashkin: We have added wellness value and we have added future.
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Sam Rashkin: Value just like.
00:12:45:00 - 00:12:47:06
Sam Rashkin: Before. And they add up to numbers.
00:12:47:14 - 00:12:56:22
Sam Rashkin: And the design adds 100 to $2000, a cost advantage when the user experience from design is fully optimized. And similarly.
00:12:56:22 - 00:12:57:27
Sam Rashkin: For home.
00:12:57:27 - 00:12:59:18
Sam Rashkin: Performance, protection matters.
00:12:59:25 - 00:13:01:17
Sam Rashkin: From durability.
00:13:01:19 - 00:13:06:16
Sam Rashkin: High bills, sickness, protection from water shortages and disasters.
00:13:06:18 - 00:13:08:14
Sam Rashkin: Again, we do a lot of.
00:13:08:17 - 00:13:10:21
Sam Rashkin: Goals and strategies to get there.
00:13:10:23 - 00:13:12:15
Sam Rashkin: And then again, we.
00:13:12:15 - 00:13:17:21
Sam Rashkin: Have impressive outcomes. We lower costs for construction by optimizing enclosure.
00:13:17:24 - 00:13:19:21
Sam Rashkin: And mechanical, electrical, plumbing.
00:13:19:24 - 00:13:32:26
Sam Rashkin: We get lower cost outcomes, lower cost of ownership from bill savings, maintenance, health expenses, water bills, insurance costs and solar revenue. An added bonus and healthier living and superior protection.
00:13:32:29 - 00:13:34:05
Sam Rashkin: And then we have added future.
00:13:34:05 - 00:13:36:10
Sam Rashkin: Value with smart homes, disaster ready.
00:13:36:10 - 00:13:39:08
Sam Rashkin: Electric ready. And that is net zero value.
00:13:39:10 - 00:13:40:28
Sam Rashkin: And again, we assign values.
00:13:41:00 - 00:13:41:08
Sam Rashkin: Quick.
00:13:41:08 - 00:13:47:06
Sam Rashkin: Calculations. We get numbers like this. You know 10 to 40,000 of a value. So that's.
00:13:47:06 - 00:13:49:17
Sam Rashkin: 150 to $250,000.
00:13:49:17 - 00:13:53:13
Sam Rashkin: Cost advantage just for high performance homes. We sell.
00:13:53:13 - 00:13:58:05
Sam Rashkin: Under calculate the value of what we're doing with high.
00:13:58:05 - 00:13:59:25
Sam Rashkin: Performance. And lastly and.
00:13:59:25 - 00:14:03:25
Sam Rashkin: Quality productivity really matters are.
00:14:03:28 - 00:14:04:25
Sam Rashkin: Cost.
00:14:04:27 - 00:14:05:03
Sam Rashkin: And.
00:14:05:03 - 00:14:08:20
Sam Rashkin: Value cycle time rework risk reputation.
00:14:08:22 - 00:14:09:07
Sam Rashkin: We do all.
00:14:09:07 - 00:14:16:22
Sam Rashkin: These things to minimize defects in waste while optimizing products and assemblies and process. We cover a lot of this. And essentially we.
00:14:16:22 - 00:14:17:04
Sam Rashkin: Want with.
00:14:17:06 - 00:14:23:12
Sam Rashkin: Lower cost of construction by reducing time, waste, rework, warranty calls, and integrated design.
00:14:23:12 - 00:14:23:27
Sam Rashkin: Yields.
00:14:24:03 - 00:14:25:19
Sam Rashkin: Tremendous savings.
00:14:25:22 - 00:14:26:02
Sam Rashkin: And then.
00:14:26:02 - 00:14:33:01
Sam Rashkin: Lower cost of ownership. We reduce maintenance and utility bills, wellness from safer materials and enhanced protection.
00:14:33:03 - 00:14:34:03
Sam Rashkin: And added value.
00:14:34:03 - 00:14:37:07
Sam Rashkin: From quality, construction and superior warranties.
00:14:37:10 - 00:14:37:21
Sam Rashkin: That.
00:14:37:21 - 00:14:38:16
Sam Rashkin: Value is not.
00:14:38:16 - 00:14:39:06
Sam Rashkin: Zero.
00:14:39:08 - 00:14:39:20
Sam Rashkin: And so.
00:14:39:20 - 00:14:40:17
Sam Rashkin: Again, we wind up with.
00:14:40:17 - 00:14:46:13
Sam Rashkin: Tens of thousands of dollars of savings. So you kind of get here. The big picture is that.
00:14:46:16 - 00:14:47:07
Sam Rashkin: What we're doing.
00:14:47:07 - 00:14:49:06
Sam Rashkin: Is tremendous investment.
00:14:49:06 - 00:14:50:03
Sam Rashkin: In the.
00:14:50:03 - 00:14:55:04
Sam Rashkin: User experience. We have to translate this fine. This is crazy.
00:14:55:07 - 00:14:55:27
Sam Rashkin: To do.
00:14:55:27 - 00:14:57:01
Sam Rashkin: All these things.
00:14:57:03 - 00:14:59:09
Sam Rashkin: And not make sure.
00:14:59:12 - 00:15:01:23
Sam Rashkin: The buyers fully understand all this.
00:15:01:23 - 00:15:02:24
Sam Rashkin: Value.
00:15:02:27 - 00:15:08:15
Sam Rashkin: So that leads us to this major section of today's seminar. How do we translate that.
00:15:08:15 - 00:15:09:18
Sam Rashkin: Value and remember.
00:15:09:18 - 00:15:14:06
Sam Rashkin: What I said? These are science based solutions, things we know that.
00:15:14:06 - 00:15:14:20
Sam Rashkin: Work.
00:15:14:20 - 00:15:33:02
Sam Rashkin: From all sorts of research and reports and studies. We know these are absolutely effective. So let's go with the very first concept here about translating value. Once values understood, price becomes much less important. That's a probably a thousand year old sales action.
00:15:33:07 - 00:15:35:05
Sam Rashkin: I don't know where it came from, but I.
00:15:35:05 - 00:15:37:03
Sam Rashkin: Love sales axioms because they speak.
00:15:37:03 - 00:15:38:03
Sam Rashkin: The truth.
00:15:38:05 - 00:15:39:00
Sam Rashkin: In a way that's so.
00:15:39:00 - 00:15:39:27
Sam Rashkin: Powerful.
00:15:39:29 - 00:15:40:19
Sam Rashkin: And so.
00:15:40:23 - 00:15:41:12
Sam Rashkin: Too often.
00:15:41:12 - 00:15:46:10
Sam Rashkin: We're focused on price, and we lose the amazing business advantage.
00:15:46:10 - 00:15:52:18
Sam Rashkin: Of having a high value product. So translating value ten behavior change strategies.
00:15:52:18 - 00:15:55:03
Sam Rashkin: We're going to cover first pre-sale.
00:15:55:04 - 00:15:58:00
Sam Rashkin: Before people come to.
00:15:58:02 - 00:16:01:14
Sam Rashkin: See a home or come to a sales office.
00:16:01:16 - 00:16:03:14
Sam Rashkin: You have to really effectively.
00:16:03:16 - 00:16:07:03
Sam Rashkin: Message them to consider you to buy their home. So we're going to.
00:16:07:03 - 00:16:08:00
Sam Rashkin: Go to that.
00:16:08:00 - 00:16:08:16
Sam Rashkin: Most.
00:16:09:15 - 00:16:11:11
Sam Rashkin: Our seven different builders.
00:16:11:13 - 00:16:12:05
Sam Rashkin: How you on.
00:16:12:05 - 00:16:14:15
Sam Rashkin: That selection process. And so the.
00:16:14:20 - 00:16:15:03
Sam Rashkin: Behavior.
00:16:15:03 - 00:16:15:27
Sam Rashkin: Changes we're.
00:16:15:27 - 00:16:17:04
Sam Rashkin: After on the left.
00:16:17:04 - 00:16:21:16
Sam Rashkin: And the strategies for getting there on the right. So we want to optimize inspiration.
00:16:21:16 - 00:16:24:17
Sam Rashkin: We lead with the why. We want to optimize emotion.
00:16:24:17 - 00:16:26:05
Sam Rashkin: We use power words.
00:16:26:07 - 00:16:27:19
Sam Rashkin: We want to optimize clarity.
00:16:27:19 - 00:16:29:05
Sam Rashkin: We're going to leverage contrast.
00:16:29:12 - 00:16:30:02
Sam Rashkin: And we want to.
00:16:30:02 - 00:16:32:24
Sam Rashkin: Optimize confidence that we deserve.
00:16:32:27 - 00:16:34:03
Sam Rashkin: To build where.
00:16:34:04 - 00:16:38:20
Sam Rashkin: They're going to spend 70% of their lives. We got to earn their trust. So we talk.
00:16:38:20 - 00:16:41:03
Sam Rashkin: About how we do that. Then we go.
00:16:41:03 - 00:16:42:11
Sam Rashkin: During the sale.
00:16:42:14 - 00:16:43:12
Sam Rashkin: To.
00:16:43:14 - 00:16:44:13
Sam Rashkin: These five.
00:16:44:14 - 00:16:46:15
Sam Rashkin: Behavioral change,
00:16:46:18 - 00:16:53:00
Sam Rashkin: Goals and then strategies. We want to optimize understanding. During the sale. We have to ask questions.
00:16:53:03 - 00:16:57:27
Sam Rashkin: We want to optimize retention. We have to create experiences. We want optimize.
00:16:57:27 - 00:17:04:04
Sam Rashkin: Enthusiasm. We have to be the expert. We want to optimize relevance. We have to make it personal.
00:17:04:06 - 00:17:04:24
Sam Rashkin: And we will have.
00:17:04:24 - 00:17:06:21
Sam Rashkin: To optimize satisfaction.
00:17:06:24 - 00:17:08:09
Sam Rashkin: We got to curate choice.
00:17:08:09 - 00:17:19:01
Sam Rashkin: This is maybe one of the more controversial, strategies I'll talk about, but the research is real clear. We're over customizing our homes, and we're creating less satisfaction.
00:17:19:03 - 00:17:19:22
Sam Rashkin: My builder.
00:17:19:26 - 00:17:20:11
Sam Rashkin: Buddies.
00:17:20:11 - 00:17:23:01
Sam Rashkin: Will argue with me at no end on.
00:17:23:01 - 00:17:23:15
Sam Rashkin: This one.
00:17:23:15 - 00:17:26:27
Sam Rashkin: But eventually, I hope they listen more.
00:17:26:27 - 00:17:31:14
Sam Rashkin: Closely. And lastly, after sale, we got to optimize loyalty.
00:17:31:16 - 00:17:32:26
Sam Rashkin: And we'll talk a little bit briefly.
00:17:32:26 - 00:17:44:07
Sam Rashkin: About after sales service. So that's the agenda for how we'll go through this hopefully most really quickly. So you get a flavor for just how powerful these strategies really are. So let's start.
00:17:44:07 - 00:17:45:16
Sam Rashkin: With leading with the why.
00:17:45:16 - 00:17:46:01
Sam Rashkin: Strategy.
00:17:46:01 - 00:17:46:28
Sam Rashkin: Number one.
00:17:47:00 - 00:17:51:02
Sam Rashkin: And Simon Sinek is famous for just making this really.
00:17:51:04 - 00:17:53:08
Sam Rashkin: Broadly,
00:17:53:11 - 00:17:58:26
Sam Rashkin: Know, exposed in terms of the powerful concept. It is, it is quotas.
00:17:58:26 - 00:18:02:06
Sam Rashkin: People don't buy what you do. They buy why you do it.
00:18:02:09 - 00:18:05:28
Sam Rashkin: And that's because why is a core belief why you exist. And that's what.
00:18:06:00 - 00:18:07:22
Sam Rashkin: They really care about. How and.
00:18:07:22 - 00:18:11:01
Sam Rashkin: What are just the processes and the products and services.
00:18:11:03 - 00:18:12:02
Sam Rashkin: That fulfill.
00:18:12:02 - 00:18:12:14
Sam Rashkin: The core.
00:18:12:14 - 00:18:13:08
Sam Rashkin: Belief.
00:18:13:10 - 00:18:21:21
Sam Rashkin: And those are interesting. But the why is what's inspirational. So, the business case for this is the data.
00:18:21:23 - 00:18:23:24
Sam Rashkin: Shows you that why driven.
00:18:23:24 - 00:18:26:29
Sam Rashkin: Companies are so much more successful.
00:18:27:01 - 00:18:27:11
Sam Rashkin: A.
00:18:27:18 - 00:18:28:11
Sam Rashkin: Purpose driven.
00:18:28:11 - 00:18:31:23
Sam Rashkin: Company.
00:18:31:25 - 00:18:33:07
Sam Rashkin: Report confirms of.
00:18:33:07 - 00:18:36:08
Sam Rashkin: Endearment. Revealed that over.
00:18:36:08 - 00:18:37:26
Sam Rashkin: 1,000% return.
00:18:38:01 - 00:18:38:21
Sam Rashkin: Over ten.
00:18:38:21 - 00:18:39:22
Sam Rashkin: Years. Looking at.
00:18:39:22 - 00:18:43:07
Sam Rashkin: The, financial data for.
00:18:43:10 - 00:18:45:20
Sam Rashkin: All these corporations.
00:18:46:15 - 00:18:48:00
Sam Rashkin: That was three times.
00:18:48:00 - 00:18:49:02
Sam Rashkin: Greater than the.
00:18:49:02 - 00:18:51:04
Sam Rashkin: 330% return for.
00:18:51:04 - 00:18:52:29
Sam Rashkin: Good to great companies.
00:18:53:01 - 00:18:56:19
Sam Rashkin: Which before this concept was.
00:18:56:21 - 00:18:57:03
Sam Rashkin: No.
00:18:57:03 - 00:18:59:26
Sam Rashkin: James Collins.
00:18:59:29 - 00:19:01:29
Sam Rashkin: Pioneering work on why.
00:19:02:00 - 00:19:02:27
Sam Rashkin: Companies.
00:19:02:29 - 00:19:04:28
Sam Rashkin: Leaped way ahead of other companies.
00:19:05:04 - 00:19:06:19
Sam Rashkin: And that was supposed to.
00:19:06:19 - 00:19:10:12
Sam Rashkin: Be the kind of the the epitome of how good.
00:19:10:12 - 00:19:13:10
Sam Rashkin: Companies could be in terms of endearment, three.
00:19:13:10 - 00:19:16:00
Sam Rashkin: Times outperforming.
00:19:16:02 - 00:19:26:15
Sam Rashkin: Financially those companies. And compared to S&P 500 companies, the purpose driven companies were eight times greater financial return. So Euge business case for.
00:19:26:15 - 00:19:27:29
Sam Rashkin: Meeting with Y.
00:19:28:02 - 00:19:29:27
Sam Rashkin: If you trust the correlation.
00:19:29:27 - 00:19:33:09
Sam Rashkin: Between financial return
00:19:33:11 - 00:19:36:24
Sam Rashkin: Calibrations with these companies profiles.
00:19:36:26 - 00:19:40:29
Sam Rashkin: So if you leave with the Y, what are the criteria.
00:19:40:29 - 00:19:43:13
Sam Rashkin: For the messages you will use to.
00:19:43:19 - 00:19:46:27
Sam Rashkin: To convey your why? And I've come up before.
00:19:46:27 - 00:19:47:26
Sam Rashkin: Because I have a hard.
00:19:47:26 - 00:19:50:14
Sam Rashkin: Time finding criteria how.
00:19:50:14 - 00:19:51:17
Sam Rashkin: To do that. So I've.
00:19:51:20 - 00:19:52:17
Sam Rashkin: Studied why.
00:19:52:17 - 00:19:54:15
Sam Rashkin: Messages are the most successful and for.
00:19:54:15 - 00:19:55:28
Sam Rashkin: That I've come up with one.
00:19:55:28 - 00:20:00:11
Sam Rashkin: You have to be simple. That's in order to optimize understanding.
00:20:00:14 - 00:20:02:05
Sam Rashkin: You have to be sure.
00:20:02:07 - 00:20:06:25
Sam Rashkin: That so you can optimize recall. I recommend a maximum of seven words.
00:20:06:27 - 00:20:10:07
Sam Rashkin: And you have to be emotional optimize inspiration.
00:20:10:10 - 00:20:16:16
Sam Rashkin: And this is the one that's most critical where I see some huge mistakes, particularly in politics. You got to be universal.
00:20:16:19 - 00:20:17:08
Sam Rashkin: You can't have.
00:20:17:08 - 00:20:18:13
Sam Rashkin: 50%.
00:20:18:15 - 00:20:21:08
Sam Rashkin: Of the public not believe.
00:20:21:08 - 00:20:23:20
Sam Rashkin: In climate change and try to sell them.
00:20:23:20 - 00:20:30:08
Sam Rashkin: On buying a climate, protecting home. The cat will turn you out right away.
00:20:30:10 - 00:20:31:23
Sam Rashkin: It's not universal. You have to.
00:20:31:23 - 00:20:32:26
Sam Rashkin: People don't buy climate.
00:20:32:26 - 00:20:33:23
Sam Rashkin: Change, so you stay.
00:20:33:23 - 00:20:35:23
Sam Rashkin: Away from it because you don't need it.
00:20:35:26 - 00:20:39:17
Sam Rashkin: You have such a superior experience. Focus on a universal.
00:20:39:24 - 00:20:40:24
Sam Rashkin: Appeal.
00:20:40:27 - 00:20:47:05
Sam Rashkin: So you optimize residents. So here's some examples of great wives I've collected.
00:20:47:07 - 00:20:48:10
Sam Rashkin: Yeah. And they all.
00:20:48:10 - 00:20:54:09
Sam Rashkin: Meet these criteria. So here's an example with seven words. But I had the plus because.
00:20:54:11 - 00:20:56:13
Sam Rashkin: There's a tag.
00:20:56:16 - 00:20:57:06
Sam Rashkin: To this one I.
00:20:57:06 - 00:20:58:05
Sam Rashkin: Like a lot.
00:20:58:07 - 00:21:03:28
Sam Rashkin: So Starbucks y was to inspire and nurture the human spirit. Now some of these evolve.
00:21:03:28 - 00:21:04:23
Sam Rashkin: Over time will.
00:21:04:23 - 00:21:05:21
Sam Rashkin: Change and you'll see a.
00:21:05:21 - 00:21:08:03
Sam Rashkin: Different y. But but,
00:21:08:06 - 00:21:08:27
Sam Rashkin: These are the ones I've.
00:21:08:27 - 00:21:11:12
Sam Rashkin: Collected and locked inwards. And I.
00:21:11:12 - 00:21:12:00
Sam Rashkin: Love this.
00:21:12:00 - 00:21:12:12
Sam Rashkin: Y.
00:21:12:12 - 00:21:12:26
Sam Rashkin: Because.
00:21:13:01 - 00:21:14:16
Sam Rashkin: It completely.
00:21:14:16 - 00:21:21:19
Sam Rashkin: Translates the reason Starbucks exists. It's coffee shops are more than just selling coffee. You're about place.
00:21:21:21 - 00:21:22:17
Sam Rashkin: About where you.
00:21:22:17 - 00:21:23:14
Sam Rashkin: Can just have an.
00:21:23:14 - 00:21:24:02
Sam Rashkin: Environment.
00:21:24:02 - 00:21:24:27
Sam Rashkin: For just.
00:21:24:29 - 00:21:27:28
Sam Rashkin: Enjoying your cook, your coffee and being.
00:21:28:00 - 00:21:31:07
Sam Rashkin: Able just to focus on your.
00:21:31:09 - 00:21:32:27
Sam Rashkin: On your either work or.
00:21:32:27 - 00:21:33:19
Sam Rashkin: Relaxation.
00:21:33:19 - 00:21:34:14
Sam Rashkin: Or whatever you do.
00:21:34:14 - 00:21:35:27
Sam Rashkin: When you're in a Starbucks.
00:21:35:29 - 00:21:38:11
Sam Rashkin: And I think they'd be better they did was.
00:21:38:11 - 00:21:41:24
Sam Rashkin: Really nice and almost poetic. One person.
00:21:41:26 - 00:21:45:24
Sam Rashkin: One cup and one neighborhood at a time.
00:21:45:26 - 00:21:56:06
Sam Rashkin: But essentially it's to inspire and nurture the human spirit. Another seven word example was Tesla's Y. To accelerate the advent of sustainable transport.
00:21:56:08 - 00:21:56:16
Sam Rashkin: Because a.
00:21:56:16 - 00:21:58:16
Sam Rashkin: Lot of things evolve and things will change.
00:21:58:16 - 00:22:05:00
Sam Rashkin: Over time. But what a huge, compelling why.
00:22:05:05 - 00:22:07:29
Sam Rashkin: To such a large market of car buyers that.
00:22:07:29 - 00:22:08:25
Sam Rashkin: Wanted.
00:22:08:27 - 00:22:16:01
Sam Rashkin: Something that was so much more sustainable than fossil fuel transportation?
00:22:16:03 - 00:22:19:11
Sam Rashkin: And then the why for Apple think different.
00:22:19:13 - 00:22:20:06
Sam Rashkin: Cuz they were.
00:22:20:07 - 00:22:22:29
Sam Rashkin: To come at you with technology and.
00:22:22:29 - 00:22:25:14
Sam Rashkin: Just this was completely.
00:22:25:14 - 00:22:27:09
Sam Rashkin: Innovative. It was intuitive.
00:22:27:09 - 00:22:31:21
Sam Rashkin: It was user friendly. They're just going to think different to make this work better for you.
00:22:31:23 - 00:22:36:27
Sam Rashkin: It was a great two word y. And then Disney had only need one word for what they do.
00:22:36:29 - 00:22:43:00
Sam Rashkin: Whether it's their amusement parks and movies or cruises.
00:22:43:02 - 00:22:45:09
Sam Rashkin: You know, all their toys.
00:22:45:09 - 00:22:45:21
Sam Rashkin: Everything.
00:22:45:21 - 00:22:48:13
Sam Rashkin: They do, it's about magic.
00:22:48:15 - 00:22:52:11
Sam Rashkin: And that's why they exist. They create magical experiences.
00:22:52:14 - 00:22:54:15
Sam Rashkin: So that's how.
00:22:54:18 - 00:22:59:08
Sam Rashkin: Powerful this is. Because once you hear word, you almost know who the company is.
00:22:59:11 - 00:23:01:27
Sam Rashkin: And when people know your.
00:23:01:28 - 00:23:11:11
Sam Rashkin: Why, you exist. The inspiration is just so much greater. And so here's my personal example I use for housing two point home.
00:23:11:14 - 00:23:12:00
Sam Rashkin: I've used.
00:23:12:04 - 00:23:13:12
Sam Rashkin: Homes where life happens.
00:23:13:18 - 00:23:14:14
Sam Rashkin: Better.
00:23:14:16 - 00:23:16:02
Sam Rashkin: Since where there is 70% of our.
00:23:16:02 - 00:23:18:15
Sam Rashkin: Lives we should be making.
00:23:18:15 - 00:23:20:12
Sam Rashkin: Homes for life happens better.
00:23:20:14 - 00:23:22:28
Sam Rashkin: And that's two, 4 or 5 words. I been able.
00:23:22:28 - 00:23:23:10
Sam Rashkin: To use.
00:23:23:11 - 00:23:28:24
Sam Rashkin: My own. Okay, this is what I observe them, right? I'll be traveling, coming back from.
00:23:28:24 - 00:23:29:25
Sam Rashkin: Housing 2.0.
00:23:29:25 - 00:23:31:20
Sam Rashkin: Or the old days, or when.
00:23:31:23 - 00:23:38:06
Sam Rashkin: He was housing industry workshop. And then as soon as I'm done, walk to the airport, say a message like this Lennar.
00:23:38:09 - 00:23:40:26
Sam Rashkin: Campus number one home builder.
00:23:40:29 - 00:23:46:06
Sam Rashkin: It's this is missing in action. Why do they exist? Why should I be inspired? Why should this be a.
00:23:46:06 - 00:23:47:06
Sam Rashkin: Company I.
00:23:47:06 - 00:23:53:18
Sam Rashkin: Have to include in my list? What a waste of messaging real estate shares to have this kind of message.
00:23:53:22 - 00:23:55:28
Sam Rashkin: From my lens. Okay.
00:23:56:00 - 00:23:59:21
Sam Rashkin: And here's another one missing in action on a website. This is Toll Brothers.
00:23:59:23 - 00:24:00:21
Sam Rashkin: And.
00:24:00:24 - 00:24:01:20
Sam Rashkin: What's the message here?
00:24:01:21 - 00:24:04:22
Sam Rashkin: Start your search. Why? Why should I.
00:24:04:22 - 00:24:13:18
Sam Rashkin: Care about this company? So contrast this company came to the one of the second or third retooling the US housing industry workshop.
00:24:13:20 - 00:24:19:12
Sam Rashkin: It's true. And I love the company. I love the owner.
00:24:19:15 - 00:24:21:21
Sam Rashkin: Just,
00:24:21:23 - 00:24:23:09
Sam Rashkin: This is one I know I'm.
00:24:23:12 - 00:24:23:25
Sam Rashkin: Not a builder.
00:24:23:25 - 00:24:27:08
Sam Rashkin: Sometimes I, I really caught and try to become.
00:24:27:08 - 00:24:29:21
Sam Rashkin: Really good friends with and this is one.
00:24:29:23 - 00:24:34:19
Sam Rashkin: And after he came to the workshop within oh, few.
00:24:34:19 - 00:24:46:23
Sam Rashkin: Months, they became thrive Home Builders. I don't know if it's directly result of attending the workshop, but it sure seemed to be correlated. And I love this.
00:24:46:26 - 00:24:48:16
Sam Rashkin: Name change.
00:24:48:19 - 00:24:49:12
Sam Rashkin: Because.
00:24:49:15 - 00:24:52:24
Sam Rashkin: What does New Town mean compared to thrive?
00:24:52:26 - 00:24:54:07
Sam Rashkin: That's why they exist.
00:24:54:10 - 00:24:57:04
Sam Rashkin: They want you to thrive and work how they.
00:24:57:07 - 00:24:59:11
Sam Rashkin: Execute on the messaging they came up with.
00:24:59:11 - 00:25:08:07
Sam Rashkin: Right after the name change. Your home should help you thrive, as does the home should help pay your energy bill.
00:25:08:09 - 00:25:11:03
Sam Rashkin: Hours does. Your home should make you.
00:25:11:06 - 00:25:11:26
Sam Rashkin: Healthier.
00:25:12:03 - 00:25:13:13
Sam Rashkin: Or as does.
00:25:13:16 - 00:25:14:26
Sam Rashkin: Your home should be built by your.
00:25:14:26 - 00:25:16:10
Sam Rashkin: Neighbors hours?
00:25:16:11 - 00:25:21:02
Sam Rashkin: Are they clearly clarify and build all their.
00:25:21:02 - 00:25:22:07
Sam Rashkin: Messaging or architecture.
00:25:22:07 - 00:25:24:27
Sam Rashkin: About why you will thrive.
00:25:24:29 - 00:25:26:01
Sam Rashkin: If you choose them.
00:25:26:01 - 00:25:27:13
Sam Rashkin: As your home builder?
00:25:27:16 - 00:25:30:00
Sam Rashkin: Again, it's just they're your neighbors.
00:25:30:00 - 00:25:33:05
Sam Rashkin: You're going to be have lower bills, you're going to be healthier.
00:25:33:11 - 00:25:33:29
Sam Rashkin: You're just going to.
00:25:33:29 - 00:25:35:21
Sam Rashkin: Thrive living in our homes.
00:25:35:21 - 00:25:40:18
Sam Rashkin: And then they show you beautiful homes throughout the website that show you also get great designs.
00:25:40:20 - 00:25:44:20
Sam Rashkin: But the power of getting your why nailed down.
00:25:44:23 - 00:25:46:13
Sam Rashkin: Is that all your messaging can.
00:25:46:14 - 00:25:46:25
Sam Rashkin: Then.
00:25:46:25 - 00:25:49:16
Sam Rashkin: Build and support it. And the synergy.
00:25:49:16 - 00:25:52:18
Sam Rashkin: Of all the messaging, all building and building.
00:25:52:20 - 00:25:54:27
Sam Rashkin: That inspirational concept is.
00:25:54:27 - 00:25:59:27
Sam Rashkin: Compelling. Okay, strategy number two use power words.
00:25:59:27 - 00:26:03:20
Sam Rashkin: When you speak and communicate, you can choose any words you want.
00:26:03:20 - 00:26:04:17
Sam Rashkin: They're free.
00:26:04:20 - 00:26:05:26
Sam Rashkin: And it's amazing how.
00:26:05:28 - 00:26:07:21
Sam Rashkin: Often we neglect.
00:26:07:23 - 00:26:10:15
Sam Rashkin: To use the words of the most effective.
00:26:10:15 - 00:26:12:12
Sam Rashkin: Changing behavior. And I can.
00:26:12:12 - 00:26:13:20
Sam Rashkin: Show you all sorts of research.
00:26:13:23 - 00:26:15:21
Sam Rashkin: That words matter, and language.
00:26:15:21 - 00:26:15:26
Sam Rashkin: Is.
00:26:15:26 - 00:26:18:00
Sam Rashkin: Compelling and powerful, and.
00:26:18:00 - 00:26:20:12
Sam Rashkin: There's endless studies about.
00:26:20:14 - 00:26:21:00
Sam Rashkin: The power.
00:26:21:00 - 00:26:21:29
Sam Rashkin: Of words and.
00:26:21:29 - 00:26:23:15
Sam Rashkin: How important they are.
00:26:23:17 - 00:26:25:19
Sam Rashkin: And one of the best.
00:26:25:21 - 00:26:26:09
Sam Rashkin: Quotes.
00:26:26:09 - 00:26:28:15
Sam Rashkin: That kind of gets to that point is from.
00:26:28:15 - 00:26:29:24
Sam Rashkin: Rudyard Kipling.
00:26:29:26 - 00:26:30:27
Sam Rashkin: Words, of course.
00:26:30:27 - 00:26:31:25
Sam Rashkin: Are the.
00:26:31:27 - 00:26:34:00
Sam Rashkin: Most powerful drug use by.
00:26:34:00 - 00:26:35:04
Sam Rashkin: Mankind.
00:26:35:07 - 00:26:38:12
Sam Rashkin: So let's take some examples.
00:26:38:14 - 00:26:40:19
Sam Rashkin: That show words are oh.
00:26:40:19 - 00:26:42:27
Sam Rashkin: This is my quote, words or phrase. I use the good.
00:26:42:27 - 00:26:47:01
Sam Rashkin: Ones, the powerful ones. They're a great bargain, in other words.
00:26:47:04 - 00:26:57:07
Sam Rashkin: And definition of power, words of those that trigger a psychological or emotional response. So, in politics power today, you see.
00:26:57:09 - 00:27:01:18
Sam Rashkin: We're, some other political.
00:27:01:18 - 00:27:02:26
Sam Rashkin: Discourse that's going.
00:27:02:26 - 00:27:03:20
Sam Rashkin: On.
00:27:03:23 - 00:27:07:07
Sam Rashkin: How amazing this concept is embraced by some and.
00:27:07:07 - 00:27:09:10
Sam Rashkin: Ignored by others.
00:27:09:13 - 00:27:12:13
Sam Rashkin: So let's take some examples that show just.
00:27:12:13 - 00:27:14:15
Sam Rashkin: Virtually the behavior.
00:27:14:15 - 00:27:15:06
Sam Rashkin: Change is almost.
00:27:15:10 - 00:27:20:06
Sam Rashkin: Bankable when you get the word right. So it was really difficult.
00:27:20:06 - 00:27:20:19
Sam Rashkin: To sell.
00:27:20:19 - 00:27:22:17
Sam Rashkin: Patagonian to especially.
00:27:22:17 - 00:27:24:00
Sam Rashkin: One of the same merchants.
00:27:24:03 - 00:27:24:19
Sam Rashkin: Went down.
00:27:24:19 - 00:27:27:24
Sam Rashkin: To South America to see this brand new fish.
00:27:27:27 - 00:27:28:07
Sam Rashkin: And had.
00:27:28:07 - 00:27:35:10
Sam Rashkin: Great texture, color, taste. It's just a fantastic fish. And it was called Patagonian toothfish.
00:27:35:10 - 00:27:37:12
Sam Rashkin: I brought it back to the.
00:27:37:12 - 00:27:43:26
Sam Rashkin: US market and it just brought it on the shelves. They couldn't sell this stuff and so.
00:27:43:28 - 00:27:45:22
Sam Rashkin: The marketing.
00:27:45:22 - 00:27:48:07
Sam Rashkin: Guys got together and said, we got to do something.
00:27:48:10 - 00:27:53:19
Sam Rashkin: And they changed the name to Chilean Sea Bass. That one name change is.
00:27:53:20 - 00:27:54:29
Sam Rashkin: Chilean Sea Bass.
00:27:55:01 - 00:27:57:11
Sam Rashkin: And it went from rotting on the shelf to.
00:27:57:11 - 00:28:01:11
Sam Rashkin: Almost putting the fish into extinction, because the demand was so.
00:28:01:11 - 00:28:02:18
Sam Rashkin: Great and.
00:28:02:18 - 00:28:03:26
Sam Rashkin: The seafood consuming.
00:28:03:26 - 00:28:08:18
Sam Rashkin: Public, just the change from toothfish to.
00:28:08:18 - 00:28:11:22
Sam Rashkin: Chilean sea bass turns out the American seafood.
00:28:11:22 - 00:28:12:21
Sam Rashkin: Eating public.
00:28:12:23 - 00:28:17:19
Sam Rashkin: Didn't like the sound of toothfish. For sure. Love Chilean sea bass. Words are so.
00:28:17:19 - 00:28:19:16
Sam Rashkin: Powerful. When are you going to make.
00:28:19:18 - 00:28:22:11
Sam Rashkin: Another example is it's really difficult to sell.
00:28:22:11 - 00:28:23:06
Sam Rashkin: Prunes.
00:28:23:08 - 00:28:24:12
Sam Rashkin: They're associated with certain.
00:28:24:12 - 00:28:25:25
Sam Rashkin: Demographic and bodily.
00:28:25:25 - 00:28:26:20
Sam Rashkin: Functions as the.
00:28:26:20 - 00:28:27:15
Sam Rashkin: Butt of a lot of.
00:28:27:15 - 00:28:31:12
Sam Rashkin: Jokes, excuse the pun. And essentially.
00:28:31:14 - 00:28:31:27
Sam Rashkin: You know.
00:28:31:28 - 00:28:35:04
Sam Rashkin: Prunes were sales were just going south.
00:28:35:06 - 00:28:50:05
Sam Rashkin: So the California troopers got together and got some marketing guys in the room, and they came up with a new word dried plant, and they even made it hipper. They added California dried plums.
00:28:50:07 - 00:28:56:00
Sam Rashkin: And sales increased almost immediately. 25% first quarter after the name change.
00:28:56:03 - 00:28:59:14
Sam Rashkin: This was in 1985 or 6. So incredible.
00:28:59:14 - 00:29:02:14
Sam Rashkin: Just what happens when you use the right words.
00:29:02:16 - 00:29:03:21
Sam Rashkin: The market.
00:29:03:24 - 00:29:04:29
Sam Rashkin: Response.
00:29:05:01 - 00:29:05:26
Sam Rashkin: The revenue.
00:29:06:02 - 00:29:08:15
Sam Rashkin: The business outcomes just from.
00:29:08:15 - 00:29:11:11
Sam Rashkin: A word change now in our.
00:29:11:13 - 00:29:13:10
Sam Rashkin: Own industry, housing industry.
00:29:13:12 - 00:29:17:00
Sam Rashkin: Or well, in.
00:29:17:00 - 00:29:18:27
Sam Rashkin: The government sector, this applies to the.
00:29:18:27 - 00:29:22:09
Sam Rashkin: Public opinion. It's really difficult to rally the.
00:29:22:09 - 00:29:27:28
Sam Rashkin: Public against the estate tax because obviously if you're rich, you should pay taxes.
00:29:28:00 - 00:29:32:05
Sam Rashkin: So, one party wanted to.
00:29:32:07 - 00:29:35:17
Sam Rashkin: Change this policy, get rid of the estate tax.
00:29:35:19 - 00:29:37:05
Sam Rashkin: So again.
00:29:37:05 - 00:29:38:13
Sam Rashkin: Got some working experts in a.
00:29:38:13 - 00:29:41:29
Sam Rashkin: Room. And as you probably all know, they changed the name to the Death.
00:29:41:29 - 00:29:44:28
Sam Rashkin: Tax this year to rally.
00:29:44:28 - 00:29:46:00
Sam Rashkin: Public opinion.
00:29:46:06 - 00:29:50:17
Sam Rashkin: To support this. Because why should you pay taxes just because you die?
00:29:50:19 - 00:29:53:05
Sam Rashkin: The power of words to that.
00:29:53:08 - 00:29:54:02
Sam Rashkin: Just create a.
00:29:54:02 - 00:29:58:01
Sam Rashkin: Motion and get people to change behavior.
00:29:58:04 - 00:29:58:24
Sam Rashkin: Just never.
00:29:58:24 - 00:29:59:09
Sam Rashkin: Ends.
00:29:59:12 - 00:30:00:20
Sam Rashkin: And so this.
00:30:00:22 - 00:30:05:20
Sam Rashkin: With this name change, they actually they got the tax removed, but they.
00:30:05:20 - 00:30:06:11
Sam Rashkin: Reinstated.
00:30:06:11 - 00:30:09:03
Sam Rashkin: It later because it wound up that due to the.
00:30:09:03 - 00:30:11:11
Sam Rashkin: Limits impact, had such a small.
00:30:11:15 - 00:30:15:18
Sam Rashkin: Population of, of the public that it didn't.
00:30:15:21 - 00:30:18:01
Sam Rashkin: Make a difference to have the tax or not add the tax.
00:30:18:01 - 00:30:20:13
Sam Rashkin: So they brought it back.
00:30:20:15 - 00:30:26:12
Sam Rashkin: So now moving to our industry and housing, let's start with the existing housing. And how frustrated.
00:30:26:12 - 00:30:26:21
Sam Rashkin: I get.
00:30:26:21 - 00:30:30:11
Sam Rashkin: Every time I see.
00:30:30:13 - 00:30:32:02
Sam Rashkin: People who want to.
00:30:32:04 - 00:30:33:20
Sam Rashkin: Improve existing homes use the.
00:30:33:20 - 00:30:35:09
Sam Rashkin: Term energy audit.
00:30:35:11 - 00:30:38:08
Sam Rashkin: That is really difficult to sell. And usually when.
00:30:38:08 - 00:30:40:04
Sam Rashkin: I'm in a group, I'll do an.
00:30:40:06 - 00:30:41:03
Sam Rashkin: Instant survey.
00:30:41:03 - 00:30:45:29
Sam Rashkin: Raise your hand. How many of you want an audit and no one wants to be audit?
00:30:46:06 - 00:30:52:04
Sam Rashkin: It's a word that's pejorative. It's it's one of the worst experiences that we.
00:30:52:04 - 00:30:53:06
Sam Rashkin: Dread every.
00:30:53:06 - 00:30:54:14
Sam Rashkin: Time we submit our taxes.
00:30:54:14 - 00:30:55:12
Sam Rashkin: Every year.
00:30:55:15 - 00:31:04:15
Sam Rashkin: Why would you name something that has connotation? It's such a horrible experience. All the words out there that are free and you choose energy audit.
00:31:04:17 - 00:31:07:02
Sam Rashkin: I know it's accurate. You're auditing the home.
00:31:07:09 - 00:31:12:17
Sam Rashkin: Assessing the opportunities to make it better, but why don't you just make it much easier in itself?
00:31:12:17 - 00:31:20:08
Sam Rashkin: Energy checkup would be one recommendation for a term change energy checkup.
00:31:20:08 - 00:31:21:23
Sam Rashkin: I like because.
00:31:21:25 - 00:31:24:11
Sam Rashkin: We already value checkups. We bring our.
00:31:24:11 - 00:31:29:01
Sam Rashkin: Cars in for checkups, we bring ourselves in for checkups, to doctors, for health.
00:31:29:01 - 00:31:33:11
Sam Rashkin: Checkup. We understand the value of a checkup. We have a valuable.
00:31:33:11 - 00:31:34:22
Sam Rashkin: Asset, our cars or.
00:31:34:24 - 00:31:41:20
Sam Rashkin: Bodies, and it's worth checking to make sure you're okay and avoid really big.
00:31:41:23 - 00:31:43:11
Sam Rashkin: Expenses or outcomes later.
00:31:43:11 - 00:31:46:13
Sam Rashkin: That we don't want. We already have that knowledge.
00:31:46:13 - 00:31:47:08
Sam Rashkin: And understanding.
00:31:47:08 - 00:31:50:17
Sam Rashkin: By the public. Why would you call an audit?
00:31:50:19 - 00:31:52:07
Sam Rashkin: This is just being lazy. Come up.
00:31:52:07 - 00:31:52:29
Sam Rashkin: With the term.
00:31:53:06 - 00:32:02:02
Sam Rashkin: Based on its technical accuracy, not on its power word capability.
00:32:02:04 - 00:32:08:13
Sam Rashkin: And that same concept applies to this term as well. It's really difficult to sell a ventilation system.
00:32:08:16 - 00:32:09:07
Sam Rashkin: Out of a.
00:32:09:07 - 00:32:12:22
Sam Rashkin: Thousand homeowners. It you ask them what a ventilation system is.
00:32:12:24 - 00:32:13:11
Sam Rashkin: I don't know if.
00:32:13:11 - 00:32:14:01
Sam Rashkin: 1%.
00:32:14:01 - 00:32:15:06
Sam Rashkin: Would know.
00:32:15:08 - 00:32:16:07
Sam Rashkin: No. It's a very.
00:32:16:07 - 00:32:16:24
Sam Rashkin: Complicated.
00:32:16:24 - 00:32:20:06
Sam Rashkin: Concept. It's, boring to.
00:32:20:08 - 00:32:30:02
Sam Rashkin: We have to educate them from ground, from up, from a zero understanding. We have to bring them up to understand the benefit. When for free.
00:32:30:05 - 00:32:32:17
Sam Rashkin: We can use the word fresh air system.
00:32:32:20 - 00:32:33:25
Sam Rashkin: And everyone we know.
00:32:33:25 - 00:32:36:08
Sam Rashkin: Values fresh air. Every time a room stuffy.
00:32:36:08 - 00:32:45:08
Sam Rashkin: Or you know, you feel like not feeling quite well, you want fresh air. I already value fresh air. Why don't I call it by.
00:32:45:08 - 00:32:48:09
Sam Rashkin: The term that describes its technical function.
00:32:48:12 - 00:32:49:00
Sam Rashkin: Not what.
00:32:49:00 - 00:32:50:09
Sam Rashkin: Inspires people.
00:32:50:12 - 00:32:55:03
Sam Rashkin: That's a power of power words. Okay, so you get the idea.
00:32:55:06 - 00:32:57:13
Sam Rashkin: And essentially.
00:32:57:16 - 00:32:59:03
Sam Rashkin: You know, we can.
00:32:59:05 - 00:33:01:08
Sam Rashkin: Translate or convert almost all.
00:33:01:08 - 00:33:03:24
Sam Rashkin: Of our technical jargon into power.
00:33:03:24 - 00:33:07:04
Sam Rashkin: Words when we sell high performance homes, in particular.
00:33:07:06 - 00:33:11:15
Sam Rashkin: I love this book by Daniel Pink. Really good author. I like,
00:33:11:17 - 00:33:12:03
Sam Rashkin: To sell this.
00:33:12:03 - 00:33:17:06
Sam Rashkin: Human. It really was amazing how it talk about,
00:33:17:08 - 00:33:20:16
Sam Rashkin: Strategy number three, leveraging contrast because it adds.
00:33:20:16 - 00:33:24:21
Sam Rashkin: Clarity. Directly from the book. Clarity depends.
00:33:24:21 - 00:33:26:24
Sam Rashkin: On contrast. We understand something.
00:33:26:24 - 00:33:27:12
Sam Rashkin: Better.
00:33:27:12 - 00:33:32:14
Sam Rashkin: When we see it in comparison to something else, and we see it in isolation.
00:33:32:17 - 00:33:33:00
Sam Rashkin: We, you.
00:33:33:00 - 00:33:34:13
Sam Rashkin: Know, contrast is this.
00:33:34:18 - 00:33:39:03
Sam Rashkin: Huge behavior change, strategy that.
00:33:39:03 - 00:33:43:08
Sam Rashkin: Is just ignored so much that drives me crazy. So let me give.
00:33:43:08 - 00:33:45:05
Sam Rashkin: You one other point about.
00:33:45:05 - 00:33:45:17
Sam Rashkin: This.
00:33:45:24 - 00:33:47:12
Sam Rashkin: That when you take.
00:33:47:12 - 00:33:48:29
Sam Rashkin: Contrast.
00:33:49:01 - 00:33:51:02
Sam Rashkin: And you augment it with.
00:33:51:02 - 00:33:54:04
Sam Rashkin: Loss aversion, here's what you're losing.
00:33:54:06 - 00:33:55:04
Sam Rashkin: Doing, not.
00:33:55:04 - 00:33:56:18
Sam Rashkin: Doing this versus what you're.
00:33:56:18 - 00:33:57:28
Sam Rashkin: Currently doing.
00:33:58:00 - 00:33:59:19
Sam Rashkin: It's so much more powerful than.
00:33:59:19 - 00:34:00:00
Sam Rashkin: How much.
00:34:00:00 - 00:34:04:13
Sam Rashkin: Energy you will be saving, which is what we used to really focus on with high performance.
00:34:04:13 - 00:34:05:17
Sam Rashkin: Homes in the.
00:34:05:17 - 00:34:11:11
Sam Rashkin: Early days. I hope most of us are changing from that. So let's talk about contrast.
00:34:11:13 - 00:34:11:21
Sam Rashkin: Where.
00:34:11:22 - 00:34:13:07
Sam Rashkin: And here's a case where it's missing in.
00:34:13:07 - 00:34:14:06
Sam Rashkin: Action.
00:34:14:08 - 00:34:18:03
Sam Rashkin: This is an FRC National Fenestration Rating Council.
00:34:18:03 - 00:34:20:03
Sam Rashkin: Label for a window.
00:34:20:05 - 00:34:22:23
Sam Rashkin: This a label that goes on a window. So it's not.
00:34:22:23 - 00:34:24:04
Sam Rashkin: For the architect.
00:34:24:06 - 00:34:24:26
Sam Rashkin: It's not for.
00:34:24:26 - 00:34:25:28
Sam Rashkin: The home builder.
00:34:26:01 - 00:34:32:12
Sam Rashkin: The only one that's going to probably see the label that cares possibly, is the homeowner. When the window is installed. And because.
00:34:32:15 - 00:34:33:00
Sam Rashkin: You already.
00:34:33:00 - 00:34:34:22
Sam Rashkin: Purchased it. If you're the builder.
00:34:34:22 - 00:34:34:27
Sam Rashkin: You.
00:34:34:27 - 00:34:39:06
Sam Rashkin: Already specified it. If you're the architect, the labels there for the consumer.
00:34:39:08 - 00:34:39:24
Sam Rashkin: Name one.
00:34:39:24 - 00:34:40:08
Sam Rashkin: Consumer.
00:34:40:08 - 00:34:41:11
Sam Rashkin: We even begin.
00:34:41:11 - 00:34:43:06
Sam Rashkin: To understand this kind of.
00:34:43:06 - 00:34:45:13
Sam Rashkin: Label. You have five different.
00:34:45:13 - 00:34:54:27
Sam Rashkin: Metrics, five different concepts. You have incredible complexity about what these things even mean. You factor so he can't coefficient.
00:34:54:29 - 00:35:00:00
Sam Rashkin: Coefficient is visible transmit maintenance, air leakage.
00:35:00:02 - 00:35:01:22
Sam Rashkin: Condensation resistance.
00:35:01:24 - 00:35:02:07
Sam Rashkin: What are.
00:35:02:07 - 00:35:03:03
Sam Rashkin: These numbers.
00:35:03:03 - 00:35:06:21
Sam Rashkin: And how do I gauge them when what you really looking.
00:35:06:21 - 00:35:07:01
Sam Rashkin: At is a.
00:35:07:01 - 00:35:09:12
Sam Rashkin: Powerful,
00:35:09:15 - 00:35:11:17
Sam Rashkin: Choice between two types of windows and.
00:35:11:17 - 00:35:12:00
Sam Rashkin: Double.
00:35:12:00 - 00:35:13:06
Sam Rashkin: Glazed energy store window.
00:35:13:06 - 00:35:18:08
Sam Rashkin: On the left and a triple glaze. And you start a window on the right.
00:35:18:12 - 00:35:20:15
Sam Rashkin: That's even beyond Energy Star.
00:35:20:17 - 00:35:26:06
Sam Rashkin: So it's this is the curse of knowledge. The people who came up with the label.
00:35:26:06 - 00:35:27:23
Sam Rashkin: Are just knee deep swimming and.
00:35:27:23 - 00:35:29:06
Sam Rashkin: All the technical.
00:35:29:08 - 00:35:30:26
Sam Rashkin: Details, and this is what they.
00:35:30:26 - 00:35:34:13
Sam Rashkin: Want to share when it doesn't affect any behavior.
00:35:34:13 - 00:35:36:09
Sam Rashkin: Change. So the window sitting in.
00:35:36:09 - 00:35:37:25
Sam Rashkin: Home Depot with.
00:35:37:25 - 00:35:38:04
Sam Rashkin: This.
00:35:38:04 - 00:35:44:08
Sam Rashkin: Label is useless for the home buyer. My recommendation to.
00:35:44:10 - 00:35:48:00
Sam Rashkin: Is to start thinking about concepts like this.
00:35:48:03 - 00:35:49:13
Sam Rashkin: The Energy Star, a double.
00:35:49:13 - 00:35:50:17
Sam Rashkin: Glazed.
00:35:50:19 - 00:35:54:27
Sam Rashkin: R3 window on the left is really a ten year window in a cold climate.
00:35:54:29 - 00:35:58:22
Sam Rashkin: It's it's obsolete in ten years because it's just.
00:35:58:24 - 00:36:00:16
Sam Rashkin: Not good enough.
00:36:00:18 - 00:36:01:10
Sam Rashkin: Whereas a.
00:36:01:11 - 00:36:02:27
Sam Rashkin: Triple glazed window.
00:36:02:29 - 00:36:03:23
Sam Rashkin: Is a 50 year.
00:36:03:23 - 00:36:05:23
Sam Rashkin: Window in a cold climate.
00:36:05:26 - 00:36:08:17
Sam Rashkin: Because triple glazing is where the industry is going.
00:36:08:17 - 00:36:11:20
Sam Rashkin: To go, particularly with the advent of the then triple window.
00:36:11:20 - 00:36:14:13
Sam Rashkin: That costs a lot less, and that's where it'll be. So if you're.
00:36:14:13 - 00:36:14:28
Sam Rashkin: Okay, that.
00:36:14:28 - 00:36:17:24
Sam Rashkin: One of the most significant features of.
00:36:17:24 - 00:36:18:26
Sam Rashkin: Your home, all the.
00:36:18:26 - 00:36:20:24
Sam Rashkin: Windows are going to be.
00:36:20:24 - 00:36:31:23
Sam Rashkin: Obsolete in a short term. You can buy the ten year window. And again, if you're trying to get people to put out a.
00:36:31:23 - 00:36:35:08
Sam Rashkin: Tremendous additional cost premium for triple versus.
00:36:35:10 - 00:36:36:06
Sam Rashkin: Double.
00:36:36:08 - 00:36:37:11
Sam Rashkin: Glazed window.
00:36:37:13 - 00:36:46:18
Sam Rashkin: In a cold climate, you need a compelling value proposition. I understand this may be to a bridge too far, but there are other.
00:36:46:18 - 00:36:48:06
Sam Rashkin: Concepts we can build.
00:36:48:09 - 00:36:48:28
Sam Rashkin: Upon.
00:36:49:00 - 00:36:51:02
Sam Rashkin: And it has to be simple. It has to be.
00:36:51:02 - 00:36:52:12
Sam Rashkin: One thing that.
00:36:52:17 - 00:36:57:14
Sam Rashkin: Shows. Here's what you're giving up. Remember what I said about loss aversion? You're giving up so.
00:36:57:14 - 00:36:58:22
Sam Rashkin: Much you make.
00:36:58:22 - 00:36:59:25
Sam Rashkin: A choice.
00:36:59:28 - 00:37:00:08
Sam Rashkin: Not.
00:37:00:08 - 00:37:00:20
Sam Rashkin: To spend.
00:37:00:20 - 00:37:01:17
Sam Rashkin: The extra.
00:37:01:19 - 00:37:03:16
Sam Rashkin: 15,000 for the triple glass.
00:37:03:16 - 00:37:04:11
Sam Rashkin: Window.
00:37:04:13 - 00:37:10:21
Sam Rashkin: This is what you give up. Loss aversion makes contrast really powerful.
00:37:10:23 - 00:37:11:05
Sam Rashkin: And I love.
00:37:11:05 - 00:37:12:14
Sam Rashkin: This simple example of.
00:37:12:14 - 00:37:16:19
Sam Rashkin: Clarity, and with only implied contrast.
00:37:16:19 - 00:37:18:18
Sam Rashkin: So this.
00:37:18:21 - 00:37:22:05
Sam Rashkin: And here, here's a typical billboard from the high.
00:37:22:08 - 00:37:27:11
Sam Rashkin: Cost and here's the location and here's who we are. Now be interested in us.
00:37:27:13 - 00:37:30:16
Sam Rashkin: And then it's no clarity. Now you only have ten.
00:37:30:16 - 00:37:31:23
Sam Rashkin: 20s as people.
00:37:31:23 - 00:37:33:13
Sam Rashkin: Drive by maybe.
00:37:33:16 - 00:37:34:25
Sam Rashkin: 15 seconds.
00:37:34:27 - 00:37:36:00
Sam Rashkin: You don't have a lot of time.
00:37:36:03 - 00:37:42:18
Sam Rashkin: So I love this example. Garbett homes my power bills $5. What's yours?
00:37:42:21 - 00:37:44:19
Sam Rashkin: Heather Robbins. So what?
00:37:44:19 - 00:37:52:15
Sam Rashkin: The contrast here is implied. Everyone knows their utility bills, hundreds of dollars, and yet there's a bill that's $5.
00:37:52:17 - 00:37:58:05
Sam Rashkin: That's that's incredible. And maybe I want to understand more and.
00:37:58:06 - 00:38:04:07
Sam Rashkin: Visit this builder because there's clarity about the contrast. This is a different kind of building.
00:38:04:09 - 00:38:05:01
Sam Rashkin: You have to.
00:38:05:01 - 00:38:07:03
Sam Rashkin: Find these kinds of simple solutions to do.
00:38:07:03 - 00:38:10:03
Sam Rashkin: That. Strategy number four.
00:38:10:05 - 00:38:12:09
Sam Rashkin: Messaging. You got to earn trust.
00:38:12:14 - 00:38:13:10
Sam Rashkin: People are about to make.
00:38:13:10 - 00:38:15:25
Sam Rashkin: The biggest investment of a lifetime for a.
00:38:15:27 - 00:38:16:11
Sam Rashkin: Large.
00:38:16:11 - 00:38:19:27
Sam Rashkin: Vast majority of home buyers. This is going to be nothing.
00:38:19:27 - 00:38:20:12
Sam Rashkin: Bigger that.
00:38:20:12 - 00:38:24:26
Sam Rashkin: They invest in. And so how do you earn the trust to make that investment.
00:38:24:26 - 00:38:28:13
Sam Rashkin: In you, to provide them their home?
00:38:28:15 - 00:38:32:20
Sam Rashkin: And so again, the recently researched books, all the studies have been.
00:38:32:20 - 00:38:33:08
Sam Rashkin: Done.
00:38:33:10 - 00:38:34:02
Sam Rashkin: On trusts.
00:38:34:08 - 00:38:37:26
Sam Rashkin: Are compelling that it is critical.
00:38:37:29 - 00:38:40:04
Sam Rashkin: To be successful.
00:38:40:06 - 00:38:41:12
Sam Rashkin: A good friend of mine.
00:38:41:15 - 00:38:46:16
Sam Rashkin: Todd Asher with Edison Homes, also, because he had so.
00:38:46:16 - 00:38:48:27
Sam Rashkin: Much free time. So to get a pitch.
00:38:49:00 - 00:38:50:10
Sam Rashkin: And did some research.
00:38:50:13 - 00:38:50:22
Sam Rashkin: And.
00:38:50:22 - 00:38:51:18
Sam Rashkin: A study, he.
00:38:51:18 - 00:38:52:24
Sam Rashkin: Did that I'm quoting.
00:38:52:26 - 00:38:53:16
Sam Rashkin: It's also.
00:38:53:16 - 00:38:55:01
Sam Rashkin: Worth noting that none of the.
00:38:55:01 - 00:38:56:18
Sam Rashkin: 162 respondents.
00:38:56:18 - 00:38:57:03
Sam Rashkin: Indicated.
00:38:57:03 - 00:38:57:22
Sam Rashkin: They strongly.
00:38:57:22 - 00:38:58:23
Sam Rashkin: Agree that home building.
00:38:58:23 - 00:38:59:22
Sam Rashkin: Companies.
00:38:59:24 - 00:39:00:26
Sam Rashkin: Are dependable.
00:39:00:29 - 00:39:01:29
Sam Rashkin: Or trust.
00:39:02:02 - 00:39:04:14
Sam Rashkin: Worthy. Okay, built.
00:39:04:18 - 00:39:05:28
Sam Rashkin: Consumers don't trust.
00:39:05:28 - 00:39:10:07
Sam Rashkin: You. They cannot trust you. You. They only buy a home.
00:39:10:07 - 00:39:11:10
Sam Rashkin: Three times in a.
00:39:11:10 - 00:39:16:12
Sam Rashkin: Lifetime, on average. And only one out of.
00:39:16:14 - 00:39:18:03
Sam Rashkin: 7 or 10 homes that.
00:39:18:03 - 00:39:19:06
Sam Rashkin: People buy or new.
00:39:19:06 - 00:39:21:12
Sam Rashkin: The rest are existing resale homes.
00:39:21:14 - 00:39:22:19
Sam Rashkin: So the.
00:39:22:19 - 00:39:23:11
Sam Rashkin: Experience.
00:39:23:11 - 00:39:24:12
Sam Rashkin: People have with home.
00:39:24:12 - 00:39:27:03
Sam Rashkin: Builders is almost nonexistent.
00:39:27:05 - 00:39:28:18
Sam Rashkin: And they don't even know what's behind the.
00:39:28:18 - 00:39:29:23
Sam Rashkin: Walls. They don't know how you.
00:39:29:23 - 00:39:34:10
Sam Rashkin: Build, they don't know what they're looking at. So how can they trust you?
00:39:34:13 - 00:39:48:09
Sam Rashkin: You have to assume you have to build trust almost from a zero trust starting point. So that three best practices for how you do this independent certifications. More biased is the energy star. Is your energy.
00:39:48:09 - 00:39:49:21
Sam Rashkin: Ready guy.
00:39:49:23 - 00:39:57:11
Sam Rashkin: Association with leading brands and testimonials three great strategies to do that. Independ. Certifications.
00:39:57:13 - 00:39:58:24
Sam Rashkin: In the car industry for.
00:39:58:24 - 00:40:00:26
Sam Rashkin: Repairs are really significant.
00:40:00:28 - 00:40:01:26
Sam Rashkin: A triple.
00:40:01:27 - 00:40:07:24
Sam Rashkin: A survey said 2 to 3 U.S drivers just trust auto repair shops. I would bump it up to.
00:40:07:24 - 00:40:13:17
Sam Rashkin: Like 95 out of 100. Yeah. I mean, you don't know what the car repair.
00:40:13:17 - 00:40:16:04
Sam Rashkin: Guys doing these days. Of course, now there's some.
00:40:16:05 - 00:40:18:22
Sam Rashkin: Little bit of,
00:40:18:24 - 00:40:23:13
Sam Rashkin: Trust with the computer diagnostics and reports they sometimes produce. But.
00:40:23:15 - 00:40:24:23
Sam Rashkin: You know, to build.
00:40:24:26 - 00:40:28:02
Sam Rashkin: Against that, this trust, Triple-A sells their.
00:40:28:08 - 00:40:28:26
Sam Rashkin: Approved.
00:40:28:26 - 00:40:34:06
Sam Rashkin: Repair certification. And that's because, you know, that's an important independent.
00:40:34:06 - 00:40:38:18
Sam Rashkin: Certification that helps, a lot of car maintenance.
00:40:38:18 - 00:40:41:26
Sam Rashkin: Shops get past that lack of trust.
00:40:41:28 - 00:40:44:27
Sam Rashkin: So, another.
00:40:44:27 - 00:40:52:08
Sam Rashkin: Example in the car industry is used car. It's it's really difficult to sell used cars. So to earn trust they first start with.
00:40:52:08 - 00:40:53:29
Sam Rashkin: A power word, preowned.
00:40:53:29 - 00:40:55:01
Sam Rashkin: Cards.
00:40:55:03 - 00:40:56:10
Sam Rashkin: And then they bring.
00:40:56:10 - 00:40:59:17
Sam Rashkin: In the certifications. Certified pre-owned cars.
00:40:59:17 - 00:41:05:23
Sam Rashkin: Now you're looking at me. You know, an older data point was from years ago.
00:41:05:25 - 00:41:29:04
Sam Rashkin: The average premium for a three year old midsize car was almost $1,000. And for a luxury car, the average premium is about $3,000. So that's for a certified pre-owned versus just buying a used car. So just certification is creates, tremendous trust. So people want to spend more. And so it's.
00:41:29:04 - 00:41:30:01
Sam Rashkin: Important that you.
00:41:30:05 - 00:41:33:21
Sam Rashkin: Earn that trust. So here are all the certifications available.
00:41:33:21 - 00:41:39:16
Sam Rashkin: To you as a builder at a national level that I put together EPA Indoor Air.
00:41:39:16 - 00:41:40:13
Sam Rashkin: Plus.
00:41:40:15 - 00:41:40:28
Sam Rashkin: And the.
00:41:40:28 - 00:41:42:06
Sam Rashkin: Attribute is certified.
00:41:42:06 - 00:41:43:14
Sam Rashkin: For Healthy Living.
00:41:43:16 - 00:41:44:21
Sam Rashkin: Energy Star certified.
00:41:44:21 - 00:41:47:02
Sam Rashkin: Home. And remember, I don't care.
00:41:47:02 - 00:41:48:04
Sam Rashkin: About energy savings.
00:41:48:04 - 00:41:48:28
Sam Rashkin: Right.
00:41:49:00 - 00:41:57:03
Sam Rashkin: Now. In this epic housing affordability crisis, the energy savings keep shrinking and shrinking to such a small.
00:41:57:05 - 00:42:00:04
Sam Rashkin: Small amount of your monthly ownership cost.
00:42:00:04 - 00:42:00:22
Sam Rashkin: That's not.
00:42:00:22 - 00:42:03:13
Sam Rashkin: My attribute. My attribute.
00:42:03:13 - 00:42:06:29
Sam Rashkin: Is that you're getting a house in the top 25% highest performing.
00:42:06:29 - 00:42:11:06
Sam Rashkin: Homes, with Energy Star a little bit higher now with 45 L.
00:42:11:07 - 00:42:12:06
Sam Rashkin: Tax credits, that.
00:42:12:06 - 00:42:13:28
Sam Rashkin: Will again drop down.
00:42:13:28 - 00:42:16:20
Sam Rashkin: When those credits disappear. Do you? A Zero.
00:42:16:20 - 00:42:18:00
Sam Rashkin: Energy Ready Home.
00:42:18:03 - 00:42:18:24
Sam Rashkin: Is certified.
00:42:18:24 - 00:42:19:11
Sam Rashkin: To the top.
00:42:19:11 - 00:42:24:29
Sam Rashkin: 5% highest performing homes. Passive house of certified most rigorous efficient.
00:42:25:03 - 00:42:27:02
Sam Rashkin: Option you have. That's your thing.
00:42:27:02 - 00:42:43:01
Sam Rashkin: You want the most energy efficient water senses, certified water efficient fortified homes, certified disaster protection and, USG BBQ lead for home and National Builder guidelines from the EPA certified green, whatever that is.
00:42:43:03 - 00:42:46:29
Sam Rashkin: And I don't mean to be dismissive, but, I.
00:42:46:29 - 00:42:47:27
Sam Rashkin: Do get frustrated.
00:42:47:27 - 00:42:48:02
Sam Rashkin: That.
00:42:48:02 - 00:42:50:10
Sam Rashkin: Greenish waters.
00:42:50:14 - 00:42:52:22
Sam Rashkin: Of radiation, gold.
00:42:52:22 - 00:42:54:08
Sam Rashkin: Silver, bronze, platinum.
00:42:54:08 - 00:42:59:18
Sam Rashkin: Whatever it may be, and within each grade, each tier level, there are like.
00:42:59:21 - 00:43:05:23
Sam Rashkin: Endless permutations of points you can mix and match to achieve that tariffication. So in the end, you.
00:43:05:23 - 00:43:08:23
Sam Rashkin: Don't know what you're gaining because no.
00:43:08:23 - 00:43:09:22
Sam Rashkin: Consumer understand.
00:43:09:22 - 00:43:10:14
Sam Rashkin: The nuance.
00:43:10:14 - 00:43:14:25
Sam Rashkin: Between all those different tier levels and then the point combination. So.
00:43:14:27 - 00:43:15:08
Sam Rashkin: You know.
00:43:15:13 - 00:43:16:08
Sam Rashkin: It's just you.
00:43:16:08 - 00:43:17:28
Sam Rashkin: Have to hope people value green.
00:43:17:28 - 00:43:21:20
Sam Rashkin: As it's very significant, really losing residents.
00:43:21:22 - 00:43:24:13
Sam Rashkin: I believe over time.
00:43:24:15 - 00:43:25:03
Sam Rashkin: So but.
00:43:25:03 - 00:43:25:26
Sam Rashkin: Yet the green.
00:43:25:26 - 00:43:28:20
Sam Rashkin: Certifications I probably take a hit for saying this. But you.
00:43:28:20 - 00:43:29:18
Sam Rashkin: Know I think.
00:43:29:18 - 00:43:32:07
Sam Rashkin: Green has has the opportunity.
00:43:32:12 - 00:43:34:05
Sam Rashkin: To do better and pivot from what it.
00:43:34:11 - 00:43:35:02
Sam Rashkin: What's been doing.
00:43:35:02 - 00:43:36:14
Sam Rashkin: For too.
00:43:36:14 - 00:43:38:22
Sam Rashkin: Long, which is 40 years. And the crazy amount.
00:43:38:22 - 00:43:39:25
Sam Rashkin: Of points.
00:43:39:25 - 00:43:44:05
Sam Rashkin: Schemes to get to those two years. But anyway, that's what the certifications do.
00:43:44:05 - 00:43:45:01
Sam Rashkin: And all of.
00:43:45:01 - 00:43:51:14
Sam Rashkin: These increase trust, even the green ones. And so your options for you.
00:43:51:17 - 00:43:52:06
Sam Rashkin: And then their.
00:43:52:06 - 00:43:54:15
Sam Rashkin: Association with leading brands and the computer industry.
00:43:54:15 - 00:43:55:02
Sam Rashkin: Again.
00:43:55:05 - 00:43:58:18
Sam Rashkin: Is the processor and software comes bundled with computer.
00:43:58:21 - 00:43:59:12
Sam Rashkin: A big.
00:43:59:12 - 00:44:02:15
Sam Rashkin: Importance to the buyer is they do understand.
00:44:02:18 - 00:44:02:26
Sam Rashkin: Due to.
00:44:02:26 - 00:44:08:07
Sam Rashkin: Marketing certain processes are better and software is better. I said this is an old.
00:44:08:07 - 00:44:13:00
Sam Rashkin: Image, but it's good at showing that the the computer manufacturer.
00:44:13:00 - 00:44:15:19
Sam Rashkin: Is leveraging these other brands that.
00:44:15:19 - 00:44:18:01
Sam Rashkin: Are embedded in the product to.
00:44:18:01 - 00:44:20:05
Sam Rashkin: Increase its value or trust in the.
00:44:20:05 - 00:44:21:05
Sam Rashkin: Product that the.
00:44:21:05 - 00:44:21:19
Sam Rashkin: Consumer.
00:44:21:19 - 00:44:22:13
Sam Rashkin: Is buying.
00:44:22:16 - 00:44:24:12
Sam Rashkin: And housing can do the same.
00:44:24:14 - 00:44:25:08
Sam Rashkin: We have all of these.
00:44:25:08 - 00:44:43:27
Sam Rashkin: Embedded brands that have tremendous value in the marketplace learning materials, insulation manufacturers, window manufacturers, roofing, cladding, comfort systems, Hvac, humidification, smart systems, monitoring systems, IQ, interior products, electrification.
00:44:43:29 - 00:44:46:07
Sam Rashkin: And even to the degree they you know, on the.
00:44:46:07 - 00:44:49:29
Sam Rashkin: Advisors you use as a builder, maybe use a.
00:44:50:01 - 00:44:56:04
Sam Rashkin: A name architect in the community you build in or a name landscape company.
00:44:56:06 - 00:45:00:08
Sam Rashkin: Or use as a special advisor at Building Science Expert.
00:45:00:13 - 00:45:01:25
Sam Rashkin: Of Renown or.
00:45:01:25 - 00:45:06:11
Sam Rashkin: A health expert is an advisor. And those are things that can build trust.
00:45:06:14 - 00:45:15:27
Sam Rashkin: In your product. And these are all brands you can integrate into marketing your product. And very not do not really use.
00:45:16:00 - 00:45:16:17
Sam Rashkin: As much as.
00:45:16:17 - 00:45:17:13
Sam Rashkin: I believe.
00:45:17:15 - 00:45:23:16
Sam Rashkin: The industry can use very underutilized.
00:45:23:19 - 00:45:27:03
Sam Rashkin: And the last one to talk about in terms of learning trust is testimonials.
00:45:27:06 - 00:45:27:16
Sam Rashkin: Let your.
00:45:27:16 - 00:45:28:06
Sam Rashkin: Buyers say you.
00:45:28:06 - 00:45:28:19
Sam Rashkin: Agree.
00:45:28:22 - 00:45:38:15
Sam Rashkin: That's so much more compelling than you saying, trust me, I'm great. And I was at a dedication for, Cobblestone Homes,
00:45:38:18 - 00:45:42:11
Sam Rashkin: In Midland, Michigan, and doing a.
00:45:42:14 - 00:45:45:22
Sam Rashkin: Little speech for the dedication. And afterwards, this guy.
00:45:45:22 - 00:45:46:22
Sam Rashkin: Tony came up to me.
00:45:46:22 - 00:45:48:28
Sam Rashkin: This isn't Tony. This is just a stock picture.
00:45:48:29 - 00:45:50:27
Sam Rashkin: But Tony came up to me and told me that.
00:45:51:02 - 00:45:51:25
Sam Rashkin: His.
00:45:51:28 - 00:45:53:03
Sam Rashkin: Daughter had.
00:45:53:03 - 00:45:53:13
Sam Rashkin: This.
00:45:53:13 - 00:45:54:24
Sam Rashkin: Incredible problem.
00:45:54:27 - 00:45:55:19
Sam Rashkin: That asthma.
00:45:55:19 - 00:45:59:06
Sam Rashkin: And just in no time, he was able to throw away the inhaler.
00:45:59:08 - 00:46:00:22
Sam Rashkin: It was priceless. So we walked.
00:46:00:22 - 00:46:03:27
Sam Rashkin: Tony up to, Melissa, Mark.
00:46:03:27 - 00:46:05:14
Sam Rashkin: Ronson.
00:46:05:17 - 00:46:07:02
Sam Rashkin: You need to.
00:46:07:04 - 00:46:08:26
Sam Rashkin: Have Tony story.
00:46:08:28 - 00:46:17:09
Sam Rashkin: Right in the entry of every home. It can be built as a model, because that gesture is so powerful that he.
00:46:17:09 - 00:46:19:07
Sam Rashkin: Was able to. Is his whole.
00:46:19:07 - 00:46:19:17
Sam Rashkin: Life.
00:46:19:17 - 00:46:22:24
Sam Rashkin: Change because he could throw away the inhaler for his child.
00:46:22:26 - 00:46:25:24
Sam Rashkin: You live for your kids health and wellness. And look.
00:46:25:24 - 00:46:26:19
Sam Rashkin: What this home did for.
00:46:26:19 - 00:46:28:02
Sam Rashkin: Him. And you got.
00:46:28:02 - 00:46:30:14
Sam Rashkin: To use this to build trust. This is so.
00:46:30:14 - 00:46:31:06
Sam Rashkin: Powerful.
00:46:31:08 - 00:46:35:12
Sam Rashkin: So a lot of websites, I think, attempt to do this. This is one it shows.
00:46:35:14 - 00:46:36:10
Sam Rashkin: Right up front.
00:46:36:13 - 00:46:37:04
Sam Rashkin: Instead of burying.
00:46:37:04 - 00:46:37:21
Sam Rashkin: It like a lot.
00:46:37:21 - 00:46:38:22
Sam Rashkin: Of builder sites to.
00:46:38:27 - 00:46:39:04
Sam Rashkin: Write.
00:46:39:04 - 00:46:40:11
Sam Rashkin: A said testimonial.
00:46:40:11 - 00:46:43:23
Sam Rashkin: They were fabulous and that's great to have it.
00:46:43:26 - 00:46:47:19
Sam Rashkin: It's really helpful to earn trust. People. See, your buyers are really.
00:46:47:19 - 00:46:50:18
Sam Rashkin: Happy that nearly enough builder.
00:46:50:21 - 00:46:56:23
Sam Rashkin: Harvest their buyers good experiences into testimonials. It's a whole strategy.
00:46:56:23 - 00:46:57:20
Sam Rashkin: For how we can do that.
00:46:57:20 - 00:47:01:09
Sam Rashkin: That's a separate conversation.
00:47:01:12 - 00:47:02:25
Sam Rashkin: Okay. Strategy number.
00:47:02:25 - 00:47:04:15
Sam Rashkin: Five is asking questions.
00:47:04:15 - 00:47:11:14
Sam Rashkin: Okay. And so now we're we've done the messaging. Now we have people coming to our.
00:47:11:17 - 00:47:14:24
Sam Rashkin: Place of business. Our model homes are offices.
00:47:14:26 - 00:47:16:29
Sam Rashkin: Are we are are.
00:47:16:29 - 00:47:24:10
Sam Rashkin: We asking question asking questions because understanding matters. Again the research is endless on the power of good questions.
00:47:24:10 - 00:47:25:28
Sam Rashkin: To to create.
00:47:25:28 - 00:47:27:02
Sam Rashkin: Understanding.
00:47:27:04 - 00:47:28:17
Sam Rashkin: And create stronger.
00:47:28:17 - 00:47:29:24
Sam Rashkin: Business opportunities.
00:47:29:26 - 00:47:30:17
Sam Rashkin: You've got to be.
00:47:30:17 - 00:47:33:16
Sam Rashkin: Good at questions. And so.
00:47:33:18 - 00:47:35:28
Sam Rashkin: The guidelines, that I recommend.
00:47:35:28 - 00:47:37:00
Sam Rashkin: From all the stuff I've been.
00:47:37:00 - 00:47:37:20
Sam Rashkin: Reading.
00:47:37:22 - 00:47:42:09
Sam Rashkin: And studying and, and research I've done, is you start with first the question is.
00:47:42:13 - 00:47:43:15
Sam Rashkin: Okay,
00:47:43:18 - 00:47:45:19
Sam Rashkin: Past questions.
00:47:46:23 - 00:47:49:00
Sam Rashkin: Please, may I ask a few questions before you.
00:47:49:04 - 00:47:49:11
Sam Rashkin: Walk.
00:47:49:11 - 00:47:51:22
Sam Rashkin: Through the model so that I can better understand.
00:47:51:24 - 00:47:52:08
Sam Rashkin: How.
00:47:52:08 - 00:47:52:26
Sam Rashkin: Our staff.
00:47:52:26 - 00:47:53:25
Sam Rashkin: Can help you get.
00:47:53:25 - 00:47:54:27
Sam Rashkin: The most from your visit.
00:47:54:27 - 00:47:55:25
Sam Rashkin: Today?
00:47:55:27 - 00:47:58:22
Sam Rashkin: Some simple questions. Just just to make.
00:47:58:22 - 00:47:59:26
Sam Rashkin: Sure they they open.
00:47:59:26 - 00:48:01:12
Sam Rashkin: The door. Some people just want to walk.
00:48:01:12 - 00:48:03:05
Sam Rashkin: Through want don't want to.
00:48:03:08 - 00:48:04:17
Sam Rashkin: Deal with their salespeople.
00:48:04:17 - 00:48:06:07
Sam Rashkin: Then you know that with.
00:48:06:07 - 00:48:07:05
Sam Rashkin: That first question.
00:48:07:05 - 00:48:07:18
Sam Rashkin: And you know what?
00:48:07:18 - 00:48:08:18
Sam Rashkin: It gets, right?
00:48:08:18 - 00:48:16:09
Sam Rashkin: Pull away. But if they if they give you the okay to ask questions, then you got to uncover the urgent needs.
00:48:16:09 - 00:48:19:23
Sam Rashkin: That's the purpose. And all the questions your ask.
00:48:19:26 - 00:48:21:11
Sam Rashkin: And your objective when.
00:48:21:11 - 00:48:27:20
Sam Rashkin: You uncover the needs to solve the home buyer mystery, what aspirations are most important?
00:48:27:22 - 00:48:28:10
Sam Rashkin: What pain.
00:48:28:10 - 00:48:30:24
Sam Rashkin: Points are they most struggling.
00:48:30:24 - 00:48:31:05
Sam Rashkin: With.
00:48:31:05 - 00:48:32:21
Sam Rashkin: With their current homes.
00:48:32:23 - 00:48:40:09
Sam Rashkin: And how do they live? And you can help them live better with your homes? And the questions need to be.
00:48:40:09 - 00:48:41:20
Sam Rashkin: Easy to answer.
00:48:41:20 - 00:48:45:05
Sam Rashkin: Interesting and encouraging them to talk.
00:48:45:10 - 00:48:47:08
Sam Rashkin: No yes. No questions.
00:48:47:10 - 00:48:49:09
Sam Rashkin: Which you want them to.
00:48:49:09 - 00:48:51:08
Sam Rashkin: Just open up. This is a.
00:48:51:08 - 00:48:54:19
Sam Rashkin: Real like, detective.
00:48:54:21 - 00:48:55:25
Sam Rashkin: Mission to really.
00:48:55:25 - 00:48:56:11
Sam Rashkin: Dive.
00:48:56:11 - 00:48:58:09
Sam Rashkin: In and solve this mystery.
00:48:58:11 - 00:49:00:16
Sam Rashkin: So this is what we do.
00:49:00:18 - 00:49:02:12
Sam Rashkin: Here are some sample questions.
00:49:02:14 - 00:49:04:00
Sam Rashkin: Now, you might want.
00:49:04:00 - 00:49:07:17
Sam Rashkin: To understand the contrast with their current home shoot. Ask what do you like.
00:49:07:21 - 00:49:09:14
Sam Rashkin: Least living in your.
00:49:09:14 - 00:49:09:27
Sam Rashkin: Existing.
00:49:09:27 - 00:49:12:04
Sam Rashkin: Home or part? What do you.
00:49:12:04 - 00:49:14:08
Sam Rashkin: Like most living in your existing home.
00:49:14:08 - 00:49:17:25
Sam Rashkin: Or apartment? How much is your current annual utility bills?
00:49:17:25 - 00:49:24:07
Sam Rashkin: If that's an issue? Examples of questions that help you understand the competition.
00:49:24:10 - 00:49:25:23
Sam Rashkin: Whether. What other home.
00:49:25:23 - 00:49:35:12
Sam Rashkin: Builders or existing homes are you considering? What considerations did you use to select the builders to visit and just start.
00:49:35:14 - 00:49:41:03
Sam Rashkin: Your your detective? You got to figure out what they care about and then critical needs. Why are you.
00:49:41:03 - 00:49:44:01
Sam Rashkin: Shopping for a new home? Do you have any concerns or special.
00:49:44:01 - 00:49:51:04
Sam Rashkin: Needs for any family members? Do you have any must have features? How do you envision living in.
00:49:51:04 - 00:50:00:15
Sam Rashkin: Your next new home? Are there any special certifications that are important to you and just know all these are just samples of questions. There's so many.
00:50:00:15 - 00:50:03:01
Sam Rashkin: More, but you get the idea. Yeah, I hope.
00:50:03:01 - 00:50:03:25
Sam Rashkin: As I.
00:50:03:27 - 00:50:04:10
Sam Rashkin: Walk you.
00:50:04:10 - 00:50:05:26
Sam Rashkin: Through these, you see.
00:50:05:28 - 00:50:08:18
Sam Rashkin: How important it would be to know.
00:50:08:18 - 00:50:11:13
Sam Rashkin: The answers to all the questions. I just I just read out to.
00:50:11:13 - 00:50:13:15
Sam Rashkin: You, you've got to be.
00:50:13:15 - 00:50:16:12
Sam Rashkin: A master asking questions.
00:50:16:14 - 00:50:23:12
Sam Rashkin: And then you've got to be a master at listening after you ask the questions. Now, the,
00:50:23:14 - 00:50:31:02
Sam Rashkin: 8020 rule, as you're listening 80% of the time and talk 20% of the time. But beyond listening, it's how you listen. And I'll call people's attention.
00:50:31:02 - 00:50:35:24
Sam Rashkin: To a great book by really an author I like a lot. David Brooks.
00:50:35:27 - 00:50:36:24
Sam Rashkin: Recently.
00:50:36:27 - 00:50:37:03
Sam Rashkin: Read.
00:50:37:03 - 00:50:43:05
Sam Rashkin: This, last year. But how to Know a Person the art of seeing others deeply. Being seen deeply.
00:50:43:07 - 00:50:43:10
Sam Rashkin: I.
00:50:43:10 - 00:50:44:24
Sam Rashkin: Think this books written.
00:50:44:26 - 00:50:47:16
Sam Rashkin: More about, in light of the current.
00:50:47:19 - 00:50:49:27
Sam Rashkin: Polarization across the country.
00:50:49:29 - 00:50:50:10
Sam Rashkin: But as you.
00:50:50:10 - 00:50:51:22
Sam Rashkin: Read this book, you will see.
00:50:51:22 - 00:50:53:26
Sam Rashkin: How,
00:50:53:29 - 00:51:00:09
Sam Rashkin: Effective this can be in business, listening with compassion and understanding.
00:51:00:09 - 00:51:09:04
Sam Rashkin: And how to really get into what people care about. It's a great read. And, you know, if you're doing all the talking that.
00:51:09:06 - 00:51:21:28
Sam Rashkin: Something's not working. So really important concepts here. And it's the way you listen okay. Strategy number six is creating experiences. And that's because emotion matters.
00:51:22:00 - 00:51:23:02
Sam Rashkin: And again I.
00:51:23:02 - 00:51:28:26
Sam Rashkin: Always I just splash on the screen lots of research books studies things that really.
00:51:28:26 - 00:51:29:16
Sam Rashkin: Validate.
00:51:29:17 - 00:51:32:23
Sam Rashkin: These are again science based strategies.
00:51:32:23 - 00:51:34:19
Sam Rashkin: So they're all over the place.
00:51:34:19 - 00:51:35:22
Sam Rashkin: The power of.
00:51:36:13 - 00:51:38:09
Sam Rashkin: Experiences to really.
00:51:38:11 - 00:51:42:29
Sam Rashkin: Create emotion about what you're doing. And the reason why we need.
00:51:42:29 - 00:51:45:09
Sam Rashkin: Experiences is we have to increase.
00:51:45:09 - 00:51:50:05
Sam Rashkin: Retention. People forget information. They forget.
00:51:50:05 - 00:51:51:03
Sam Rashkin: 50%.
00:51:51:03 - 00:51:52:17
Sam Rashkin: Within one hour.
00:51:52:19 - 00:51:56:22
Sam Rashkin: 70% within 24 hours, 90% within.
00:51:56:22 - 00:51:57:22
Sam Rashkin: A week.
00:51:57:25 - 00:52:00:21
Sam Rashkin: And contrast experiences.
00:52:00:28 - 00:52:02:27
Sam Rashkin: Are like imprinted on your brain.
00:52:03:01 - 00:52:04:01
Sam Rashkin: When you see something.
00:52:04:01 - 00:52:05:00
Sam Rashkin: Compelling.
00:52:05:02 - 00:52:05:20
Sam Rashkin: And so.
00:52:05:27 - 00:52:06:12
Sam Rashkin: You've got.
00:52:06:12 - 00:52:08:24
Sam Rashkin: To get past this forgetful curve.
00:52:09:27 - 00:52:10:09
Sam Rashkin: Here's a.
00:52:10:09 - 00:52:11:25
Sam Rashkin: Quote from one of.
00:52:11:25 - 00:52:12:28
Sam Rashkin: The references.
00:52:13:01 - 00:52:15:19
Sam Rashkin: About the forgetting curve, here, where.
00:52:15:19 - 00:52:18:21
Sam Rashkin: Commodities or fungible goods.
00:52:19:18 - 00:52:21:22
Sam Rashkin: Tangible and services.
00:52:21:24 - 00:52:26:12
Sam Rashkin: Are, where commodities are fungible, tangible and.
00:52:26:12 - 00:52:27:01
Sam Rashkin: Services.
00:52:27:01 - 00:52:31:14
Sam Rashkin: Are tangible. Gotta.
00:52:31:14 - 00:52:32:00
Sam Rashkin: Get this one.
00:52:32:01 - 00:52:42:11
Sam Rashkin: This stuff. So basically, when, your commodity is just not.
00:52:42:11 - 00:52:48:06
Sam Rashkin: Well understood, experiences just create tremendous memory. So how clear this one up?
00:52:48:08 - 00:52:56:04
Sam Rashkin: Next time out. But you get the idea. So we're trying to really imprint on people's brain within experiences.
00:52:56:04 - 00:52:56:12
Sam Rashkin: So the.
00:52:56:13 - 00:52:58:21
Sam Rashkin: Remember, and here's a,
00:52:58:24 - 00:53:00:03
Sam Rashkin: Study that proves this is.
00:53:00:03 - 00:53:03:13
Sam Rashkin: Powerful and behavior changing.
00:53:03:16 - 00:53:06:23
Sam Rashkin: Basically, Plymouth University did a study.
00:53:06:23 - 00:53:09:18
Sam Rashkin: In Bristol, England, where they sent out.
00:53:09:20 - 00:53:11:22
Sam Rashkin: Armies of energy assessors.
00:53:11:29 - 00:53:12:24
Sam Rashkin: Maybe they call them.
00:53:12:24 - 00:53:15:20
Sam Rashkin: Auditors, but I'll call them energy assessors.
00:53:15:22 - 00:53:21:20
Sam Rashkin: Half with thermal imaging and half without. And when they compare the uptake on the energy.
00:53:21:20 - 00:53:22:15
Sam Rashkin: Improvements.
00:53:22:15 - 00:53:25:03
Sam Rashkin: Recommended by the assessment.
00:53:25:06 - 00:53:27:04
Sam Rashkin: Typically er ceiling.
00:53:27:07 - 00:53:28:04
Sam Rashkin: They had five.
00:53:28:11 - 00:53:29:06
Sam Rashkin: Times.
00:53:29:06 - 00:53:32:28
Sam Rashkin: More uptake. Where were.
00:53:32:28 - 00:53:35:03
Sam Rashkin: The assessments done.
00:53:35:05 - 00:53:39:08
Sam Rashkin: With a thermal imaging camera and the net?
00:53:39:10 - 00:53:41:10
Sam Rashkin: The total uptake was 75%.
00:53:41:10 - 00:53:45:23
Sam Rashkin: The homes that were assessed took action.
00:53:45:25 - 00:53:46:07
Sam Rashkin: That's an.
00:53:46:07 - 00:53:48:20
Sam Rashkin: Insane uptake number and.
00:53:48:20 - 00:53:50:03
Sam Rashkin: 95% planned.
00:53:50:03 - 00:53:53:22
Sam Rashkin: Future work. So powerful. And yet this.
00:53:53:24 - 00:53:55:13
Sam Rashkin: This study is ignored.
00:53:55:16 - 00:53:57:11
Sam Rashkin: I keep trying, I keep.
00:53:57:11 - 00:54:00:11
Sam Rashkin: Showcasing how powerful infrared imaging is.
00:54:00:14 - 00:54:05:22
Sam Rashkin: And you, let me give you an example. Here's,
00:54:05:25 - 00:54:09:00
Sam Rashkin: Zillow windows used to be a really nice sponsor for.
00:54:09:03 - 00:54:09:22
Sam Rashkin: Retooling.
00:54:09:22 - 00:54:10:20
Sam Rashkin: Workshops. I used to.
00:54:10:20 - 00:54:12:23
Sam Rashkin: Do, and they brought me.
00:54:12:23 - 00:54:13:11
Sam Rashkin: This image.
00:54:13:11 - 00:54:16:22
Sam Rashkin: And it tells you everything you need to know.
00:54:16:25 - 00:54:21:21
Sam Rashkin: You can guess which house they put in the new Zillow windows.
00:54:21:23 - 00:54:26:26
Sam Rashkin: The one second from the right, obviously. And I love the fact that they.
00:54:26:29 - 00:54:28:18
Sam Rashkin: Had these historic.
00:54:29:12 - 00:54:31:16
Sam Rashkin: French doors and transom windows that.
00:54:31:16 - 00:54:34:15
Sam Rashkin: They left unchanged because.
00:54:34:15 - 00:54:35:12
Sam Rashkin: But for those.
00:54:35:12 - 00:54:39:16
Sam Rashkin: Doors showing a glowing red color, you might.
00:54:39:16 - 00:54:40:03
Sam Rashkin: Think this home.
00:54:40:03 - 00:54:41:07
Sam Rashkin: Might not be occupied.
00:54:41:07 - 00:54:43:01
Sam Rashkin: And that's why you see so little heat loss.
00:54:43:01 - 00:54:47:19
Sam Rashkin: Coming out of the windows compared to the neighboring.
00:54:47:19 - 00:54:49:16
Sam Rashkin: Units on either side.
00:54:49:18 - 00:54:52:13
Sam Rashkin: Now, what would be the power of.
00:54:52:13 - 00:54:54:01
Sam Rashkin: This experience to show it.
00:54:54:01 - 00:54:56:28
Sam Rashkin: To the neighboring left? The neighbor in the right, neighbor two.
00:54:56:28 - 00:54:57:29
Sam Rashkin: Doors down said, but did.
00:54:57:29 - 00:54:59:01
Sam Rashkin: Your neighbor.
00:54:59:01 - 00:55:03:04
Sam Rashkin: Two doors down? Here's his house compared to your house.
00:55:03:07 - 00:55:03:26
Sam Rashkin: Can we help?
00:55:03:26 - 00:55:13:20
Sam Rashkin: You have this kind of incredible comfort? Quiet and reduce bills with our new windows. It's just a.
00:55:13:22 - 00:55:14:14
Sam Rashkin: Completely.
00:55:14:14 - 00:55:22:08
Sam Rashkin: Different ceiling sales proposition with that experience. So this this is the power of experiences.
00:55:22:10 - 00:55:24:20
Sam Rashkin: Again, with infrared camera cameras.
00:55:24:20 - 00:55:31:26
Sam Rashkin: Here's a fairly decent framed house on the left. I had some framed homes I've seen that are just egregious thermal bridging.
00:55:31:29 - 00:55:32:11
Sam Rashkin: One on the.
00:55:32:11 - 00:55:32:24
Sam Rashkin: Left is.
00:55:32:24 - 00:55:35:01
Sam Rashkin: Okay, but compare that to an advanced.
00:55:35:01 - 00:55:35:08
Sam Rashkin: SIP.
00:55:35:10 - 00:55:36:15
Sam Rashkin: Home on the right.
00:55:36:17 - 00:55:39:14
Sam Rashkin: That's an infrared camera shot of the SIPs.
00:55:39:16 - 00:55:45:15
Sam Rashkin: And I mean, if you have to convey what advanced enclosure technology can do compared to.
00:55:45:15 - 00:55:49:23
Sam Rashkin: Conventional framing, SIPs are great. No continuous insulation would do the same.
00:55:50:00 - 00:55:50:16
Sam Rashkin: How come?
00:55:50:16 - 00:55:57:01
Sam Rashkin: So you can use the same experience for continuous insulation. But you see this is behavior changing. Which house do you want?
00:55:57:01 - 00:56:00:09
Sam Rashkin: The one on the left or the one on the right? It makes.
00:56:00:09 - 00:56:02:13
Sam Rashkin: An extra investment of a few percent.
00:56:02:15 - 00:56:02:21
Sam Rashkin: Of.
00:56:02:21 - 00:56:03:08
Sam Rashkin: Costs in.
00:56:03:08 - 00:56:06:12
Sam Rashkin: The home for an advanced enclosure.
00:56:06:15 - 00:56:07:03
Sam Rashkin: So much.
00:56:07:03 - 00:56:10:20
Sam Rashkin: More palatable. Okay.
00:56:10:20 - 00:56:13:21
Sam Rashkin: Strategy number six screening experiences.
00:56:13:23 - 00:56:15:17
Sam Rashkin: In housing 2.0, the.
00:56:15:17 - 00:56:16:13
Sam Rashkin: Reference I mentioned.
00:56:16:13 - 00:56:17:23
Sam Rashkin: Earlier, we go through 38.
00:56:17:27 - 00:56:19:17
Sam Rashkin: Visual experiences.
00:56:19:19 - 00:56:20:02
Sam Rashkin: And we.
00:56:20:02 - 00:56:21:20
Sam Rashkin: Do experiences sorted by.
00:56:21:20 - 00:56:23:03
Sam Rashkin: The five user.
00:56:23:03 - 00:56:24:29
Sam Rashkin: Experiences.
00:56:25:01 - 00:56:25:14
Sam Rashkin: No.
00:56:25:14 - 00:56:27:12
Sam Rashkin: Community design.
00:56:28:01 - 00:56:32:14
Sam Rashkin: Performance quality and sales. And so here's an example, for instance, of having a.
00:56:32:14 - 00:56:34:08
Sam Rashkin: Storage store if someone.
00:56:34:08 - 00:56:37:21
Sam Rashkin: Really is going nuts at their houses full of clutter.
00:56:37:23 - 00:56:39:12
Sam Rashkin: As you're walking through, you're.
00:56:39:12 - 00:56:43:03
Sam Rashkin: Conscientious to say, well, I look a little storage in the bedroom. Look all the storage.
00:56:43:05 - 00:56:45:06
Sam Rashkin: And the Wonderbra. Look at the.
00:56:45:08 - 00:56:50:01
Sam Rashkin: Storage for all your vacuums and cleaning supplies, and look at all the storage in your.
00:56:50:04 - 00:56:57:16
Sam Rashkin: Dining room. And you just you're able to when you do the walk through with them. Now know that you need to.
00:56:57:16 - 00:56:59:13
Sam Rashkin: Insert seamlessly without even.
00:56:59:13 - 00:57:07:01
Sam Rashkin: Mentioning a storage to work of the home.
00:57:07:03 - 00:57:08:06
Sam Rashkin: And experiences are.
00:57:08:06 - 00:57:09:28
Sam Rashkin: Really important with.
00:57:09:28 - 00:57:17:24
Sam Rashkin: High performance homes because it's really hard to tell what they're high performance. In contrast, you know.
00:57:17:27 - 00:57:19:15
Sam Rashkin: The new home industry.
00:57:19:18 - 00:57:22:17
Sam Rashkin: Is focusing on the contrast between old, tired existing.
00:57:22:17 - 00:57:23:22
Sam Rashkin: Homes and new.
00:57:23:22 - 00:57:24:22
Sam Rashkin: Home design. So you had.
00:57:24:22 - 00:57:26:00
Sam Rashkin: The old tired home.
00:57:26:03 - 00:57:28:02
Sam Rashkin: And then you go see the new home design.
00:57:28:05 - 00:57:29:10
Sam Rashkin: And model homes.
00:57:29:10 - 00:57:30:18
Sam Rashkin: So effective because we're.
00:57:30:18 - 00:57:31:20
Sam Rashkin: Going we had that.
00:57:31:20 - 00:57:33:10
Sam Rashkin: Contrast.
00:57:33:12 - 00:57:34:12
Sam Rashkin: Vivid in.
00:57:34:12 - 00:57:37:25
Sam Rashkin: Our heads when we leave our house and then see the complete difference with the.
00:57:37:25 - 00:57:38:17
Sam Rashkin: New home.
00:57:38:19 - 00:57:41:18
Sam Rashkin: The windows, new doors, new cladding.
00:57:41:20 - 00:57:44:25
Sam Rashkin: No new pavement. Right? You know, it's just amazing.
00:57:44:25 - 00:57:51:08
Sam Rashkin: Of course, that stage of a landscaping and the furnishings inside as well. So again, we go from a tired existing.
00:57:51:08 - 00:57:53:12
Sam Rashkin: Home kitchen that we own to the new home.
00:57:53:18 - 00:57:54:09
Sam Rashkin: And we see a new.
00:57:54:09 - 00:57:55:00
Sam Rashkin: Kitchen.
00:57:55:02 - 00:57:56:16
Sam Rashkin: This is what the industry has figured.
00:57:56:16 - 00:57:57:27
Sam Rashkin: Out how to do pretty well.
00:57:57:27 - 00:57:59:09
Sam Rashkin: Create this experience.
00:57:59:15 - 00:58:03:08
Sam Rashkin: Where the model homes. But when you go to.
00:58:03:08 - 00:58:05:19
Sam Rashkin: Become a zero energy or energy star builder.
00:58:05:21 - 00:58:07:15
Sam Rashkin: Builder.
00:58:07:18 - 00:58:08:01
Sam Rashkin: It doesn't.
00:58:08:01 - 00:58:12:22
Sam Rashkin: Work. You know, the zero energy ready home. And then on journey home.
00:58:12:24 - 00:58:14:21
Sam Rashkin: They look the same. So you have.
00:58:14:21 - 00:58:15:19
Sam Rashkin: To be better at.
00:58:15:19 - 00:58:18:22
Sam Rashkin: Translating critical experiences around.
00:58:18:24 - 00:58:19:05
Sam Rashkin: The high.
00:58:19:05 - 00:58:28:06
Sam Rashkin: Performance. So, so on the right you see a picture of the Nest National Institute standards and testing, zero.
00:58:28:06 - 00:58:29:05
Sam Rashkin: Energy home on the.
00:58:29:05 - 00:58:30:06
Sam Rashkin: Campus.
00:58:30:08 - 00:58:33:00
Sam Rashkin: In okay. Gettysburg, Maryland.
00:58:33:02 - 00:58:35:16
Sam Rashkin: So I was designed by Betsy Pettit.
00:58:35:16 - 00:58:36:19
Sam Rashkin: Beautiful home.
00:58:36:21 - 00:58:39:01
Sam Rashkin: And super high performance, zero energy.
00:58:39:01 - 00:58:41:12
Sam Rashkin: Home. And what you see when you go to.
00:58:41:12 - 00:58:46:21
Sam Rashkin: The home is this simple wall assembling. And what's missing is a contrast. So I keep.
00:58:46:21 - 00:58:50:22
Sam Rashkin: Banging people when I go to if I go there to please.
00:58:50:22 - 00:58:52:05
Sam Rashkin: Show a sample.
00:58:52:08 - 00:58:55:09
Sam Rashkin: Wall, conventional built wall.
00:58:55:09 - 00:58:57:06
Sam Rashkin: Right side by side with that and say.
00:58:57:11 - 00:58:59:08
Sam Rashkin: Which would you want.
00:58:59:11 - 00:59:02:14
Sam Rashkin: This old construction or advanced construction?
00:59:02:16 - 00:59:05:13
Sam Rashkin: Now, if we want to build on prior.
00:59:05:16 - 00:59:06:22
Sam Rashkin: Strategies we talked.
00:59:06:22 - 00:59:08:23
Sam Rashkin: About, we can add all.
00:59:08:23 - 00:59:09:07
Sam Rashkin: These.
00:59:09:07 - 00:59:16:09
Sam Rashkin: Power words as labels to what we're getting. We're getting health protection with chemical free paint.
00:59:16:11 - 00:59:19:23
Sam Rashkin: On the inside. We're getting chemical free insulation.
00:59:19:26 - 00:59:26:18
Sam Rashkin: We're getting chemical free sheathing, we're getting high utility bill protection with a full thermal blanket, not continuous.
00:59:26:18 - 00:59:27:21
Sam Rashkin: Insulation.
00:59:27:23 - 00:59:34:00
Sam Rashkin: A full thermal blanket. All these are power words shifting from the technical.
00:59:34:00 - 00:59:36:25
Sam Rashkin: Terms that we use every day in high performance.
00:59:36:27 - 00:59:38:17
Sam Rashkin: We're getting all this moisture.
00:59:38:17 - 00:59:40:04
Sam Rashkin: Protection within advanced.
00:59:40:06 - 00:59:43:28
Sam Rashkin: Weather barrier and with advanced water drainage.
00:59:44:04 - 00:59:44:23
Sam Rashkin: Instead of an air.
00:59:44:23 - 00:59:45:06
Sam Rashkin: Gap.
00:59:45:13 - 00:59:46:24
Sam Rashkin: This is advanced water.
00:59:46:24 - 00:59:50:23
Sam Rashkin: Drainage. And we're getting high maintenance protection. Fifth year.
00:59:50:25 - 00:59:54:06
Sam Rashkin: Siding. This is our cementitious board siding.
00:59:54:09 - 00:59:59:03
Sam Rashkin: And complete moisture control. Now, you compare.
00:59:59:03 - 01:00:00:00
Sam Rashkin: That to an existing.
01:00:00:00 - 01:00:02:12
Sam Rashkin: Wall, and you look at all the things you're not getting.
01:00:02:14 - 01:00:04:25
Sam Rashkin: And it's much easier to understand.
01:00:04:27 - 01:00:09:26
Sam Rashkin: The extra value of the premium.
01:00:09:26 - 01:00:14:24
Sam Rashkin: Cost to get this assembly. Similarly, with CIPs, I always go nuts.
01:00:14:24 - 01:00:16:01
Sam Rashkin: That,
01:00:16:03 - 01:00:37:28
Sam Rashkin: The sips homes don't have side by side. There's advanced construction here. Is 150 year old construction, the same as they used to build in 1877? It's time to get advanced technology that's advanced quality, dimensional accuracy, impact resistance, wildfire resistant advanced protection bills, contaminants. Moisture. Pests.
01:00:38:00 - 01:00:42:06
Sam Rashkin: Advanced luxury. Comfort. Quiet. Strength. Conditioning.
01:00:42:06 - 01:00:45:06
Sam Rashkin: Space. More conditioned space because.
01:00:45:06 - 01:00:46:26
Sam Rashkin: You all that at a client.
01:00:46:28 - 01:00:48:03
Sam Rashkin: So essentially.
01:00:48:03 - 01:00:49:00
Sam Rashkin: We got to make the.
01:00:49:00 - 01:00:51:17
Sam Rashkin: Invisible visible and create experiences.
01:00:51:17 - 01:00:52:13
Sam Rashkin: Around that.
01:00:52:16 - 01:00:59:16
Sam Rashkin: And one that's incredibly underused is just collecting the energy bills from your existing home buyers. So you.
01:00:59:16 - 01:01:01:02
Sam Rashkin: Have.
01:01:01:05 - 01:01:03:16
Sam Rashkin: An experience, the actual utility bills that.
01:01:03:16 - 01:01:07:04
Sam Rashkin: Show, the bill for.
01:01:07:12 - 01:01:15:06
Sam Rashkin: A client's house, you just sold a -$13 a month. Compare that to the average home bill of $343.
01:01:15:08 - 01:01:16:10
Sam Rashkin: They didn't tell. You have the.
01:01:16:10 - 01:01:21:17
Sam Rashkin: Contrast. Now, remember I said earlier that energy bills are shrinking the value.
01:01:21:20 - 01:01:27:08
Sam Rashkin: But when you get to a zero energy home and you start getting down into 30, $40 and negative.
01:01:27:08 - 01:01:37:06
Sam Rashkin: Bills compared to hundreds of dollars, maybe that's worth showcasing. So the tip here is please ask permission to access utility bills.
01:01:37:06 - 01:01:41:11
Sam Rashkin: You typically do that by giving each buyer a waiver, right?
01:01:41:16 - 01:01:47:19
Sam Rashkin: They sign permission for you to access the bills directly from utility.
01:01:47:22 - 01:01:48:15
Sam Rashkin: Okay.
01:01:48:17 - 01:01:52:00
Sam Rashkin: PV expert is very important.
01:01:52:02 - 01:01:52:16
Sam Rashkin: It should be a.
01:01:52:16 - 01:01:54:14
Sam Rashkin: Prerequisite for any sales person.
01:01:54:17 - 01:01:56:05
Sam Rashkin: Things usually don't go well.
01:01:56:05 - 01:01:59:24
Sam Rashkin: When the customer knows more about the product than the salesperson.
01:01:59:27 - 01:02:00:27
Sam Rashkin: And that's another.
01:02:00:27 - 01:02:01:23
Sam Rashkin: Great sales.
01:02:01:23 - 01:02:04:27
Sam Rashkin: Axiom words to live by. And it's.
01:02:04:27 - 01:02:06:11
Sam Rashkin: Critical because.
01:02:06:14 - 01:02:06:24
Sam Rashkin: If you're.
01:02:06:27 - 01:02:08:08
Sam Rashkin: Not the expert, you lose.
01:02:08:08 - 01:02:09:16
Sam Rashkin: Credibility.
01:02:09:18 - 01:02:15:06
Sam Rashkin: You have lots of missed opportunities, and people just don't trust your you know what you're talking about. It's an.
01:02:15:06 - 01:02:17:23
Sam Rashkin: Effective communication and it's a competitive.
01:02:17:23 - 01:02:20:16
Sam Rashkin: Disadvantage and a loss of control, the whole process.
01:02:20:16 - 01:02:24:23
Sam Rashkin: You've got to be the expert. And I got all these by doing it.
01:02:24:26 - 01:02:30:16
Sam Rashkin: I search based on I said look at all the sales books, articles, research studies, industry reports and training.
01:02:30:16 - 01:02:32:00
Sam Rashkin: Programs and tell me.
01:02:32:00 - 01:02:36:13
Sam Rashkin: What happens when you're not the expert in the sales process. And that's what I.
01:02:36:13 - 01:02:39:15
Sam Rashkin: Gave me back.
01:02:39:17 - 01:02:50:22
Sam Rashkin: So it's critical for sales agents to have knowledge, because knowledge breeds enthusiasm and earns trust. Another sales axiom. So training is just so important to train them on.
01:02:50:22 - 01:02:51:06
Sam Rashkin: Product.
01:02:51:06 - 01:02:52:09
Sam Rashkin: Facts so they know how.
01:02:52:09 - 01:02:54:27
Sam Rashkin: To back up a motion. You have to train.
01:02:54:27 - 01:02:58:02
Sam Rashkin: Them to use experiences to prove the facts.
01:02:58:05 - 01:02:58:27
Sam Rashkin: Are.
01:02:58:29 - 01:02:59:20
Sam Rashkin: Absolutely.
01:02:59:20 - 01:03:01:06
Sam Rashkin: Credible, and you have.
01:03:01:06 - 01:03:02:06
Sam Rashkin: To be an expert.
01:03:02:06 - 01:03:02:25
Sam Rashkin: Advisor.
01:03:02:25 - 01:03:07:03
Sam Rashkin: All the user experiences not just high performance or zero energy.
01:03:07:05 - 01:03:12:26
Sam Rashkin: Community and design and quality and service.
01:03:12:29 - 01:03:17:08
Sam Rashkin: So section eight, strategy number eight is not to make this permanent.
01:03:17:09 - 01:03:18:15
Sam Rashkin: And I like to.
01:03:18:15 - 01:03:20:02
Sam Rashkin: Use a process I got from.
01:03:20:02 - 01:03:20:29
Sam Rashkin: Gord. Cooked it out.
01:03:20:29 - 01:03:27:29
Sam Rashkin: I think he doesn't teach you anymore. But I think it's still incredibly relevant. And it's a five step process.
01:03:28:01 - 01:03:28:18
Sam Rashkin: And it.
01:03:28:18 - 01:03:29:22
Sam Rashkin: Begins after.
01:03:29:22 - 01:03:30:11
Sam Rashkin: You've done the.
01:03:30:11 - 01:03:35:13
Sam Rashkin: Preparation. You've asked described questions, right? You ask those discovery questions.
01:03:35:15 - 01:03:45:12
Sam Rashkin: And you have them covered. Three urgent needs or aspirations. Now you're ready to go. Now you're ready to make it personal. Now, all that effort you.
01:03:45:12 - 01:03:49:17
Sam Rashkin: Did ask them questions is leveraged for.
01:03:49:18 - 01:03:51:17
Sam Rashkin: Real powerful outcome.
01:03:51:20 - 01:03:54:10
Sam Rashkin: And five steps are first.
01:03:54:12 - 01:03:58:00
Sam Rashkin: You identify the feature that you want to bring forward.
01:03:58:03 - 01:04:01:11
Sam Rashkin: That addresses an urgent need or aspiration.
01:04:01:14 - 01:04:02:16
Sam Rashkin: Again up to three per.
01:04:02:16 - 01:04:06:28
Sam Rashkin: Buyer because you know, that's the most you'll be able to do in any exchange.
01:04:07:01 - 01:04:09:19
Sam Rashkin: And how you label.
01:04:09:19 - 01:04:12:22
Sam Rashkin: That future is with power words. Remember, we're going.
01:04:12:22 - 01:04:13:16
Sam Rashkin: To.
01:04:13:19 - 01:04:14:19
Sam Rashkin: Make it personal by.
01:04:14:19 - 01:04:15:19
Sam Rashkin: Applying all.
01:04:15:19 - 01:04:23:10
Sam Rashkin: The other strategy. You and many of the other strategies we just talked about. The second step is to cite the vantage.
01:04:23:13 - 01:04:26:18
Sam Rashkin: The generic advantage and value.
01:04:26:21 - 01:04:30:24
Sam Rashkin: And here's where you want to start being the expert. They can trust you.
01:04:30:26 - 01:04:31:28
Sam Rashkin: That you on a.
01:04:31:28 - 01:04:35:06
Sam Rashkin: Person they should listen to. The third step is.
01:04:35:07 - 01:04:36:04
Sam Rashkin: Now you.
01:04:36:04 - 01:04:37:22
Sam Rashkin: Make it personal.
01:04:37:24 - 01:04:39:20
Sam Rashkin: What's in it for me?
01:04:39:23 - 01:04:42:22
Sam Rashkin: You can cite the benefits and you do this.
01:04:42:24 - 01:04:43:13
Sam Rashkin: But with.
01:04:43:13 - 01:04:45:02
Sam Rashkin: Contrast it provides a.
01:04:45:02 - 01:04:46:02
Sam Rashkin: Clarity.
01:04:46:04 - 01:04:47:12
Sam Rashkin: This is an answer to their.
01:04:47:12 - 01:04:48:13
Sam Rashkin: Problem.
01:04:48:15 - 01:04:52:26
Sam Rashkin: Or this is an answer to addressing the opportunity aspiration.
01:04:52:26 - 01:04:57:23
Sam Rashkin: They want. Then you've got to provide the evidence that that benefit.
01:04:57:23 - 01:04:58:03
Sam Rashkin: Is.
01:04:58:03 - 01:05:00:17
Sam Rashkin: Bankable. Proof the benefit.
01:05:00:19 - 01:05:04:01
Sam Rashkin: Is actually something that's a certainty.
01:05:04:04 - 01:05:05:09
Sam Rashkin: And you do that with emotional.
01:05:05:09 - 01:05:06:13
Sam Rashkin: Experiences.
01:05:06:16 - 01:05:09:29
Sam Rashkin: And you wrap it up finally, with a mini close.
01:05:10:02 - 01:05:11:17
Sam Rashkin: You got to do something.
01:05:11:17 - 01:05:21:03
Sam Rashkin: So two many salespeople forget to do is ask for the business. The close question can we can reserve a lot for you today.
01:05:21:03 - 01:05:22:02
Sam Rashkin: So make sure you get.
01:05:22:02 - 01:05:22:25
Sam Rashkin: The home.
01:05:22:27 - 01:05:23:18
Sam Rashkin: Best time for.
01:05:23:18 - 01:05:24:21
Sam Rashkin: You.
01:05:24:23 - 01:05:31:08
Sam Rashkin: It addresses all these needs. So these are the five steps. Let me give you an example how they apply.
01:05:31:11 - 01:05:32:14
Sam Rashkin: And let me mention.
01:05:32:14 - 01:05:33:19
Sam Rashkin: This is not.
01:05:33:21 - 01:05:34:20
Sam Rashkin: A burden.
01:05:34:22 - 01:05:47:11
Sam Rashkin: This is not going to delay the whole process or be something that is distractive. This should be 45 seconds. Let me show you how it works. So let's.
01:05:47:11 - 01:05:48:15
Sam Rashkin: Talk about.
01:05:48:17 - 01:05:49:22
Sam Rashkin: An example where.
01:05:49:25 - 01:05:50:24
Sam Rashkin: You've integrated.
01:05:50:24 - 01:05:51:28
Sam Rashkin: Whole house storage.
01:05:52:00 - 01:05:52:25
Sam Rashkin: You really.
01:05:52:25 - 01:05:55:17
Sam Rashkin: Follow housing 2.0 recommendations to.
01:05:55:19 - 01:05:56:17
Sam Rashkin: Provide a lot of built.
01:05:56:17 - 01:05:57:13
Sam Rashkin: Ins and storage in.
01:05:57:13 - 01:05:59:12
Sam Rashkin: Your home. And now you.
01:05:59:12 - 01:06:01:21
Sam Rashkin: Come across a buyer who is absolutely.
01:06:01:21 - 01:06:03:15
Sam Rashkin: Undermined. They are they don't know where.
01:06:03:15 - 01:06:05:13
Sam Rashkin: To put things in the current house. The pain point.
01:06:05:13 - 01:06:05:26
Sam Rashkin: They're talking.
01:06:05:26 - 01:06:08:22
Sam Rashkin: About is the house is always a mess.
01:06:08:25 - 01:06:12:19
Sam Rashkin: So power words feature.
01:06:12:22 - 01:06:16:25
Sam Rashkin: Let me walk you through this. I understand you need much more storage. And he had the same concern for.
01:06:16:25 - 01:06:17:09
Sam Rashkin: Many of our.
01:06:17:09 - 01:06:20:05
Sam Rashkin: Buyers. That's why all of our homes included.
01:06:20:06 - 01:06:20:13
Sam Rashkin: A.
01:06:20:13 - 01:06:24:09
Sam Rashkin: Whole house storage system.
01:06:24:11 - 01:06:26:16
Sam Rashkin: Advantage.
01:06:26:18 - 01:06:27:28
Sam Rashkin: This means every home.
01:06:27:28 - 01:06:28:20
Sam Rashkin: We build.
01:06:28:20 - 01:06:33:10
Sam Rashkin: Comes with must add storage features. Again, loss aversion.
01:06:33:12 - 01:06:34:06
Sam Rashkin: Commonly.
01:06:34:11 - 01:06:43:04
Sam Rashkin: Missing and other homes benefits. Personal. Say goodbye to your daily frustrations with a cluttered homes.
01:06:43:06 - 01:06:44:11
Sam Rashkin: Proof.
01:06:44:14 - 01:06:45:10
Sam Rashkin: Evidence.
01:06:45:13 - 01:06:46:29
Sam Rashkin: Compared to our detailed.
01:06:47:01 - 01:06:49:20
Sam Rashkin: List of storage features, here's a checklist.
01:06:49:22 - 01:06:49:29
Sam Rashkin: Of.
01:06:49:29 - 01:06:50:29
Sam Rashkin: All the storage we.
01:06:50:29 - 01:06:57:12
Sam Rashkin: Provide in each home we build and I'll highlight.
01:06:57:12 - 01:07:01:07
Sam Rashkin: Many of them as we walk through our models. As you do the storage.
01:07:01:09 - 01:07:05:12
Sam Rashkin: Tour that we just discussed.
01:07:05:14 - 01:07:06:26
Sam Rashkin: Many closed last step after you've.
01:07:06:26 - 01:07:08:01
Sam Rashkin: Finished walking.
01:07:08:01 - 01:07:10:07
Sam Rashkin: Them through is just a kind of complete storage solution.
01:07:10:07 - 01:07:12:21
Sam Rashkin: You're looking for.
01:07:12:23 - 01:07:13:07
Sam Rashkin: Yes.
01:07:13:07 - 01:07:13:28
Sam Rashkin: You're building.
01:07:13:28 - 01:07:14:19
Sam Rashkin: Yes.
01:07:14:21 - 01:07:15:09
Sam Rashkin: To get to the.
01:07:15:10 - 01:07:18:12
Sam Rashkin: Big cons, which house can we reserve for.
01:07:18:12 - 01:07:23:05
Sam Rashkin: You today? Right. Let me show you with a high performance home.
01:07:23:07 - 01:07:33:28
Sam Rashkin: Example. Let's say you're certified indoor air plus or something. You're sorry if I help. Okay, so feature with power words given your family's health is top priority.
01:07:33:29 - 01:07:35:21
Sam Rashkin: Again, you've done the questions.
01:07:35:21 - 01:07:39:16
Sam Rashkin: You know, this family really cares about. Your kids are struggling.
01:07:39:16 - 01:07:41:21
Sam Rashkin: With, breathing every day.
01:07:41:24 - 01:07:46:21
Sam Rashkin: Given your family's health is a top priority. Now, all of our homes are certified.
01:07:46:24 - 01:07:50:00
Sam Rashkin: For comprehensive health protection. Okay? Not indoor.
01:07:50:00 - 01:07:51:02
Sam Rashkin: Air. Plus.
01:07:51:04 - 01:07:53:07
Sam Rashkin: They don't know what that is.
01:07:53:09 - 01:07:58:10
Sam Rashkin: The power word here is your homes of Certified Comprehensive Health protection.
01:07:58:13 - 01:07:59:24
Sam Rashkin: You got to really work on this.
01:07:59:27 - 01:08:00:28
Sam Rashkin: This language can't.
01:08:00:28 - 01:08:02:00
Sam Rashkin: Tell you enough how.
01:08:02:00 - 01:08:04:14
Sam Rashkin: Important it is. Advantage just means our.
01:08:04:14 - 01:08:08:10
Sam Rashkin: Homes are independently verified to include 100%.
01:08:08:10 - 01:08:09:29
Sam Rashkin: Of the health measures.
01:08:10:02 - 01:08:11:16
Sam Rashkin: EPA indoor air.
01:08:11:16 - 01:08:13:00
Sam Rashkin: Quality experts recommend.
01:08:13:00 - 01:08:18:13
Sam Rashkin: For every new home. Okay, that's generic. Now make it.
01:08:18:13 - 01:08:21:11
Sam Rashkin: Personal. You'll breathe easier.
01:08:21:13 - 01:08:24:00
Sam Rashkin: Knowing you have industry leading protection to.
01:08:24:00 - 01:08:29:10
Sam Rashkin: Manage your family's daily struggles with asthma. Proof this.
01:08:29:10 - 01:08:30:28
Sam Rashkin: IBA, EPA Indoor Air.
01:08:30:28 - 01:08:32:01
Sam Rashkin: Quality Certification.
01:08:32:01 - 01:08:36:19
Sam Rashkin: With each family build means you get twice the health protection with.
01:08:36:19 - 01:08:38:17
Sam Rashkin: Just Energy Star.
01:08:38:17 - 01:08:40:23
Sam Rashkin: Certification.
01:08:40:25 - 01:08:46:06
Sam Rashkin: Okay, so again loss aversion here's a certification is a great experience to see this.
01:08:46:06 - 01:08:49:02
Sam Rashkin: Label unique label you get on the how.
01:08:49:04 - 01:08:50:20
Sam Rashkin: Many colors is this the type of health.
01:08:50:20 - 01:08:52:16
Sam Rashkin: Protection you're looking for your family.
01:08:52:18 - 01:08:57:02
Sam Rashkin: What I just did is 45 seconds after you've done all the listening.
01:08:57:09 - 01:08:58:01
Sam Rashkin: You can convey.
01:08:58:01 - 01:08:59:17
Sam Rashkin: This in 45 seconds. You can.
01:08:59:17 - 01:09:00:22
Sam Rashkin: Tie me.
01:09:00:25 - 01:09:05:13
Sam Rashkin: On this front walking through, and that's all it takes.
01:09:05:16 - 01:09:11:20
Sam Rashkin: That should not be too much effort. So the only way you're going to get there is we're training.
01:09:11:23 - 01:09:16:13
Sam Rashkin: Your salespeople to translate this value effortlessly.
01:09:16:15 - 01:09:21:07
Sam Rashkin: In less than a minute, and keep getting better and better.
01:09:21:14 - 01:09:27:17
Sam Rashkin: This is a process, a system for ensuring consistent outcomes. If you keep transmitting.
01:09:27:17 - 01:09:28:20
Sam Rashkin: The value and.
01:09:28:20 - 01:09:34:12
Sam Rashkin: Making a personal, your numbers will show in terms of the increased levels.
01:09:34:14 - 01:09:35:14
Sam Rashkin: Okay. Strategy number.
01:09:35:14 - 01:09:36:17
Sam Rashkin: Nine. And this is when.
01:09:36:17 - 01:09:38:01
Sam Rashkin: People kill me on.
01:09:38:03 - 01:09:38:21
Sam Rashkin: Because they.
01:09:38:21 - 01:09:39:16
Sam Rashkin: Keep thinking I got to.
01:09:39:16 - 01:09:41:07
Sam Rashkin: Customize, customize.
01:09:41:09 - 01:09:48:21
Sam Rashkin: I can't like you can't do or not. You can't do too much. Choice. And you can't do.
01:09:48:21 - 01:09:55:29
Sam Rashkin: Too many features and choices and, and customization in our homes. I'm going to tell you, look at the research.
01:09:56:02 - 01:09:56:07
Sam Rashkin: On.
01:09:56:07 - 01:10:00:21
Sam Rashkin: The best ones I've come across is the paradox of choice.
01:10:00:24 - 01:10:01:25
Sam Rashkin: By Barry Schwartz.
01:10:01:25 - 01:10:05:23
Sam Rashkin: More choice leaves us less satisfied. Another study.
01:10:05:23 - 01:10:06:16
Sam Rashkin: At Cornell.
01:10:06:16 - 01:10:07:27
Sam Rashkin: University.
01:10:08:00 - 01:10:08:07
Sam Rashkin: By.
01:10:08:07 - 01:10:08:24
Sam Rashkin: Professors.
01:10:08:24 - 01:10:10:18
Sam Rashkin: They're basically I'm.
01:10:10:18 - 01:10:12:26
Sam Rashkin: Paraphrasing says less is more.
01:10:12:28 - 01:10:13:17
Sam Rashkin: Shoppers.
01:10:13:17 - 01:10:18:19
Sam Rashkin: Presented with 24 varieties of jam. We're far less likely to make a purchase compared to.
01:10:18:19 - 01:10:20:11
Sam Rashkin: Those who only had.
01:10:20:11 - 01:10:20:22
Sam Rashkin: Six.
01:10:20:22 - 01:10:23:16
Sam Rashkin: Options. And when they.
01:10:23:16 - 01:10:25:16
Sam Rashkin: Make a choice less satisfied because they're so.
01:10:25:16 - 01:10:28:15
Sam Rashkin: Worried about what other options they had that they didn't.
01:10:28:15 - 01:10:33:10
Sam Rashkin: Choose. So.
01:10:33:13 - 01:10:34:04
Sam Rashkin: What you got to.
01:10:34:04 - 01:10:37:22
Sam Rashkin: Be in the business of, as current insurance expert options so that.
01:10:37:25 - 01:10:38:18
Sam Rashkin: You get the.
01:10:38:18 - 01:10:43:19
Sam Rashkin: Best satisfaction, you want more options, increases focus on superficial.
01:10:43:19 - 01:10:44:23
Sam Rashkin: Make it harder to commit.
01:10:44:23 - 01:10:48:18
Sam Rashkin: To one result in less satisfaction. Another study.
01:10:48:21 - 01:10:51:14
Sam Rashkin: So you want to constrain it. You want to constrain.
01:10:51:14 - 01:10:53:14
Sam Rashkin: The choices, the bounds of.
01:10:53:16 - 01:10:59:04
Sam Rashkin: Cognitive resources to make choices. I remember going to one.
01:10:59:06 - 01:11:02:19
Sam Rashkin: Sunset Magazine custom builder conference.
01:11:02:21 - 01:11:04:08
Sam Rashkin: And almost every panel.
01:11:04:08 - 01:11:04:20
Sam Rashkin: I listen.
01:11:04:20 - 01:11:07:23
Sam Rashkin: To, the builders would talk about when they went to.
01:11:07:23 - 01:11:09:09
Sam Rashkin: The showrooms and they.
01:11:09:11 - 01:11:10:03
Sam Rashkin: They were in.
01:11:10:05 - 01:11:12:08
Sam Rashkin: In the designer showcase portion of.
01:11:12:08 - 01:11:13:08
Sam Rashkin: The buying.
01:11:13:08 - 01:11:15:14
Sam Rashkin: Process and make all the choices.
01:11:15:16 - 01:11:17:00
Sam Rashkin: You know, the couple.
01:11:17:03 - 01:11:18:16
Sam Rashkin: Arguments, people start.
01:11:18:16 - 01:11:19:21
Sam Rashkin: Crying. I couldn't believe.
01:11:19:21 - 01:11:27:27
Sam Rashkin: All these discussions. People see this, that it's overwhelming. All choices you have to make. We have so much opportunity to simplify it.
01:11:27:29 - 01:11:28:13
Sam Rashkin: We go to.
01:11:28:13 - 01:11:35:07
Sam Rashkin: These designer, studios where we have to make choices and hours and hours and hours and.
01:11:35:07 - 01:11:35:13
Sam Rashkin: We.
01:11:35:19 - 01:11:38:27
Sam Rashkin: It is so expensive what it adds to our cost of.
01:11:38:27 - 01:11:51:04
Sam Rashkin: Building and it overwhelms buyers. And this is what the auto industry does. They all build their.
01:11:51:06 - 01:11:54:11
Sam Rashkin: Choices around a curated series of models for.
01:11:54:11 - 01:11:55:17
Sam Rashkin: Each car.
01:11:55:19 - 01:11:58:18
Sam Rashkin: In this case Toyota's LA, SC, x.
01:11:58:20 - 01:12:00:06
Sam Rashkin: L.A and then.
01:12:00:06 - 01:12:01:14
Sam Rashkin: XY.
01:12:01:16 - 01:12:02:18
Sam Rashkin: And you start with a.
01:12:02:18 - 01:12:03:22
Sam Rashkin: Bundle of features for the.
01:12:03:22 - 01:12:05:28
Sam Rashkin: Audi, and you build on additional features.
01:12:05:28 - 01:12:09:22
Sam Rashkin: You get with the SC, additional features with the XLE.
01:12:09:24 - 01:12:10:11
Sam Rashkin: And additional.
01:12:10:11 - 01:12:10:27
Sam Rashkin: Features.
01:12:11:02 - 01:12:12:08
Sam Rashkin: With the top.
01:12:12:11 - 01:12:13:08
Sam Rashkin: Z.
01:12:13:14 - 01:12:15:13
Sam Rashkin: And you figure out where you are.
01:12:15:13 - 01:12:15:28
Sam Rashkin: In terms.
01:12:15:28 - 01:12:19:04
Sam Rashkin: Of your budget. And then it's all curated with the.
01:12:19:04 - 01:12:20:26
Sam Rashkin: Features.
01:12:20:28 - 01:12:23:03
Sam Rashkin: That meet that budget.
01:12:23:03 - 01:12:23:15
Sam Rashkin: Most.
01:12:23:15 - 01:12:26:00
Sam Rashkin: Effectively. They you know.
01:12:26:01 - 01:12:31:18
Sam Rashkin: When I first was buying a car, the first car buying experience I remember with my parents as a.
01:12:31:18 - 01:12:36:19
Sam Rashkin: Kid, you would go to American car manufacturer and.
01:12:36:21 - 01:12:37:06
Sam Rashkin: You'd sit.
01:12:37:06 - 01:12:38:05
Sam Rashkin: There and.
01:12:38:05 - 01:12:41:17
Sam Rashkin: Every single thing in the car was a choice. And it was.
01:12:41:17 - 01:12:43:23
Sam Rashkin: Maddening watching it. And my parents.
01:12:43:23 - 01:12:45:11
Sam Rashkin: You could just see the frustration.
01:12:45:13 - 01:12:46:12
Sam Rashkin: Now it's a bundle.
01:12:46:12 - 01:12:50:07
Sam Rashkin: Of security features, and then you have a certain set of options on the color.
01:12:50:07 - 01:12:55:16
Sam Rashkin: Of the upholstery and maybe, on the hubcaps, but it's.
01:12:55:18 - 01:12:56:28
Sam Rashkin: So optimized it keep.
01:12:56:28 - 01:12:59:01
Sam Rashkin: You on budget, on the key.
01:12:59:01 - 01:13:00:03
Sam Rashkin: Features.
01:13:00:06 - 01:13:03:05
Sam Rashkin: That you, that you care about and on the.
01:13:03:05 - 01:13:04:11
Sam Rashkin: Performance.
01:13:04:13 - 01:13:05:02
Sam Rashkin: You that.
01:13:05:02 - 01:13:11:29
Sam Rashkin: Your desire, you know, mileage and so forth. So I'm suggesting we could do the same.
01:13:11:29 - 01:13:16:11
Sam Rashkin: Thing with housing. We can have, the value package.
01:13:16:11 - 01:13:18:11
Sam Rashkin: The deluxe package, the limited edition.
01:13:18:11 - 01:13:19:26
Sam Rashkin: Package. And then.
01:13:20:03 - 01:13:21:04
Sam Rashkin: For additional options.
01:13:21:04 - 01:13:22:17
Sam Rashkin: You might give people a.
01:13:22:17 - 01:13:22:29
Sam Rashkin: Choice.
01:13:22:29 - 01:13:25:05
Sam Rashkin: For outdoor living.
01:13:25:07 - 01:13:31:20
Sam Rashkin: Landscaping plan EV charges, solar system, a battery system. Maybe there's some things that you can.
01:13:31:20 - 01:13:35:08
Sam Rashkin: Come with every home. But now I have created a.
01:13:35:11 - 01:13:39:19
Sam Rashkin: So when I go to the design center.
01:13:39:22 - 01:13:42:28
Sam Rashkin: I know I'm at level three and I only pick between the,
01:13:43:01 - 01:13:45:07
Sam Rashkin: Cabinets and fixtures and things like.
01:13:45:10 - 01:13:57:01
Sam Rashkin: That. Right. Level three. Here's level one, two, three, four. So this is what I think would really help reduce stress, keep people on budget.
01:13:57:03 - 01:14:03:09
Sam Rashkin: Reduce exhaustion, reduce confusion, and reduce the time and exhaustion people have.
01:14:04:13 - 01:14:05:25
Sam Rashkin: Just with the current system.
01:14:05:28 - 01:14:11:17
Sam Rashkin: So, I know a lot of you disagree, but, I have a lot of.
01:14:11:17 - 01:14:12:28
Sam Rashkin: Examples where this really.
01:14:12:28 - 01:14:16:06
Sam Rashkin: Works. Well. So a couple.
01:14:16:07 - 01:14:29:11
Sam Rashkin: Words about curated traits. First reality about trends. Why does out designers get bored with kitchen colors? I point about showing this is reality. Whatever choices overwhelm, buyers agonize over.
01:14:29:13 - 01:14:29:20
Sam Rashkin: And.
01:14:29:20 - 01:14:30:18
Sam Rashkin: Overspend on.
01:14:30:18 - 01:14:35:10
Sam Rashkin: Today would be completely different in a year or two years in the.
01:14:35:10 - 01:14:38:16
Sam Rashkin: Next trend, or next preference, or just their.
01:14:38:16 - 01:14:42:21
Sam Rashkin: Own case, continue to revolve.
01:14:42:23 - 01:14:44:28
Sam Rashkin: So then be happy almost momentarily.
01:14:44:28 - 01:14:47:09
Sam Rashkin: And again, they'll forever be thinking about the.
01:14:47:09 - 01:14:48:20
Sam Rashkin: Other options, saying.
01:14:48:22 - 01:14:50:29
Sam Rashkin: They pick the right cabinet among a.
01:14:51:02 - 01:14:53:24
Sam Rashkin: Hundred choices. It's so hard.
01:14:53:26 - 01:14:57:13
Sam Rashkin: And one more point I want to make a final word a lot of.
01:14:57:13 - 01:15:09:27
Sam Rashkin: Options for homeowners to customize their homes. I just curated a list of all the things you can do for furnishings, with decorations, with accessories. I'm not going to read you this list.
01:15:10:00 - 01:15:11:02
Sam Rashkin: But the way we really.
01:15:11:02 - 01:15:12:13
Sam Rashkin: Customize our homes is.
01:15:12:13 - 01:15:13:17
Sam Rashkin: With how we make.
01:15:13:17 - 01:15:15:25
Sam Rashkin: Them personal to us. The furniture we choose.
01:15:15:25 - 01:15:18:04
Sam Rashkin: The pictures we show they.
01:15:18:06 - 01:15:27:26
Sam Rashkin: May be some awards or recognition. We got plants, screens, area rugs. There's so many ways we can make a house personal.
01:15:27:28 - 01:15:30:09
Sam Rashkin: And finally, strategy number ten.
01:15:30:11 - 01:15:37:15
Sam Rashkin: After sales service. This is a one strategy for after the sale. What do we do to ensure customer for life. This is really.
01:15:37:15 - 01:15:38:05
Sam Rashkin: Like.
01:15:38:08 - 01:15:40:00
Sam Rashkin: Five different strategies bundled.
01:15:40:00 - 01:15:43:11
Sam Rashkin: Into one. For one is you. You have.
01:15:43:11 - 01:15:44:29
Sam Rashkin: A constant way of.
01:15:45:02 - 01:15:46:25
Sam Rashkin: Giving homebuyers.
01:15:46:27 - 01:15:51:26
Sam Rashkin: Access to solutions and address questions and have all the information about their.
01:15:51:26 - 01:15:56:07
Sam Rashkin: Home documented in a homeowner portal on their own, on a.
01:15:56:07 - 01:15:57:08
Sam Rashkin: Website.
01:15:57:10 - 01:16:02:20
Sam Rashkin: You can have longer term warranties. You know, the, the 1 or 2 or the one year.
01:16:02:20 - 01:16:04:04
Sam Rashkin: Warranty that comes with the home is.
01:16:04:04 - 01:16:05:11
Sam Rashkin: Unbelievable. No other.
01:16:05:11 - 01:16:07:14
Sam Rashkin: Product has so little warranty.
01:16:07:16 - 01:16:08:26
Sam Rashkin: Relative to the lifetime.
01:16:08:26 - 01:16:11:17
Sam Rashkin: Of the product. A home should last 100 years.
01:16:11:19 - 01:16:13:12
Sam Rashkin: And the fact that we only want it for.
01:16:13:12 - 01:16:14:15
Sam Rashkin: One year, sometimes.
01:16:14:15 - 01:16:15:06
Sam Rashkin: A ten year.
01:16:15:06 - 01:16:20:06
Sam Rashkin: Warranty and a structure. But it's amazing how powerful I think long term warranty is.
01:16:20:06 - 01:16:25:03
Sam Rashkin: Could be pre, but we'd have to try to attach.
01:16:25:03 - 01:16:27:20
Sam Rashkin: The long term warranty to a service center.
01:16:27:22 - 01:16:29:23
Sam Rashkin: Obligation. We'll give you the long term.
01:16:29:23 - 01:16:41:03
Sam Rashkin: Warranty if you use us to do services twice a year. We come to your house. It $700 up for visit and we check your Hvac, we check your cladding, we check your gutters, whatever it may be.
01:16:41:06 - 01:16:41:26
Sam Rashkin: And then homeowner.
01:16:41:26 - 01:16:43:10
Sam Rashkin: Engagement is another.
01:16:43:12 - 01:16:46:03
Sam Rashkin: Way to, build loyalty.
01:16:46:05 - 01:16:47:24
Sam Rashkin: After after the sale.
01:16:47:24 - 01:16:48:05
Sam Rashkin: Get your.
01:16:48:05 - 01:16:49:10
Sam Rashkin: Homeowners engaged.
01:16:49:11 - 01:16:50:09
Sam Rashkin: Maybe you have.
01:16:50:09 - 01:16:53:13
Sam Rashkin: Some, classes you do to train them. You use smart.
01:16:53:13 - 01:16:54:19
Sam Rashkin: Home, or you bring them all.
01:16:54:19 - 01:16:57:20
Sam Rashkin: Together to learn about high performance features, whatever it.
01:16:57:20 - 01:16:58:21
Sam Rashkin: May be.
01:16:58:24 - 01:17:00:27
Sam Rashkin: And software update. So if you build a smart.
01:17:00:27 - 01:17:03:25
Sam Rashkin: Home, you can continually update their home and their.
01:17:03:25 - 01:17:07:29
Sam Rashkin: Sort and their smart home capabilities just with the suppliers.
01:17:07:29 - 01:17:09:24
Sam Rashkin: You have, updating.
01:17:09:26 - 01:17:11:16
Sam Rashkin: The thermostats and updating.
01:17:11:16 - 01:17:13:23
Sam Rashkin: Their,
01:17:13:26 - 01:17:20:26
Sam Rashkin: All their sensors and controls for, security and everything else so that there's just ways you can keep a customer for a.
01:17:20:26 - 01:17:26:01
Sam Rashkin: While and keep them engaged and keep ongoing revenue. And why.
01:17:26:01 - 01:17:31:21
Sam Rashkin: This is critical is once you optimize user experience, if you do what housing 2.0 recommends, if you.
01:17:31:23 - 01:17:32:05
Sam Rashkin: Really.
01:17:32:05 - 01:17:35:22
Sam Rashkin: Invest in those user experiences, then extract the cost savings.
01:17:35:25 - 01:17:38:08
Sam Rashkin: You have tremendously,
01:17:38:10 - 01:17:38:28
Sam Rashkin: Enhanced.
01:17:38:28 - 01:17:40:20
Sam Rashkin: Value. So it's a really.
01:17:40:20 - 01:17:41:21
Sam Rashkin: Missed opportunity.
01:17:41:21 - 01:17:45:14
Sam Rashkin: Not to take all that advantage you have and.
01:17:45:14 - 01:17:52:20
Sam Rashkin: Turn those customers into a really powerful sales force for your business. So this is really.
01:17:52:23 - 01:17:53:13
Sam Rashkin: And also.
01:17:53:13 - 01:17:54:11
Sam Rashkin: Like many of these things.
01:17:54:11 - 01:17:56:12
Sam Rashkin: Highly underused.
01:17:56:14 - 01:18:00:06
Sam Rashkin: Doing things to keep a customer for life. So here's a.
01:18:00:06 - 01:18:07:05
Sam Rashkin: Call to action, and I'll wrap up for today. We talked about basically ten.
01:18:07:07 - 01:18:11:08
Sam Rashkin: Optimization goals inspiration.
01:18:11:10 - 01:18:15:29
Sam Rashkin: And leading with why emotion do what with power.
01:18:15:29 - 01:18:16:15
Sam Rashkin: Words.
01:18:16:15 - 01:18:17:25
Sam Rashkin: Clarity by leveraging.
01:18:17:25 - 01:18:33:12
Sam Rashkin: Contrast. Confidence by learning. Trust. Understanding by asking questions. Retention by creating experiences. Enthusiasm by being the expert. Relevance by making it personal. Satisfaction by curating choice.
01:18:33:15 - 01:18:33:18
Sam Rashkin: And.
01:18:33:20 - 01:18:39:01
Sam Rashkin: Loyalty with after sales service. So I hope this makes sense.
01:18:39:04 - 01:18:49:02
Sam Rashkin: And once again, Mike, we've finished another similar.
01:18:49:04 - 01:19:19:07
Mike Collignon: This we did, Sam. And, if anybody has questions, please send them in for Sam. Now we've got a couple, a question and and a comment. So I want to start off with the question first. Amanda asks, what kind of partnerships do you think builders and home brands should aim for to increase trust and then also remove ignorance from the buying or remodeling or the retrofit journey?
01:19:19:09 - 01:19:21:28
Sam Rashkin: Well, you know, I, I kind of went through the.
01:19:21:28 - 01:19:23:13
Sam Rashkin: Basic ones, which.
01:19:23:13 - 01:19:25:12
Sam Rashkin: Were,
01:19:25:15 - 01:19:31:01
Sam Rashkin: Testimonials, certifications, association with leading brands.
01:19:31:04 - 01:19:34:00
Sam Rashkin: Now those are all again, I.
01:19:34:01 - 01:19:34:26
Sam Rashkin: Like them because they're very.
01:19:34:26 - 01:19:35:25
Sam Rashkin: Powerful.
01:19:35:28 - 01:19:36:29
Sam Rashkin: But there's a there's a.
01:19:36:29 - 01:19:38:04
Sam Rashkin: Fourth one which I covered.
01:19:38:07 - 01:19:40:01
Sam Rashkin: The service which is.
01:19:40:03 - 01:19:43:02
Sam Rashkin: Long term warranty. Now we're building the ultimate.
01:19:43:02 - 01:19:44:18
Sam Rashkin: Consumer product when we build.
01:19:44:19 - 01:19:45:16
Sam Rashkin: Homes, if.
01:19:45:17 - 01:19:52:29
Sam Rashkin: There's just nothing close in terms of aspiration, emotion costs, transaction complexity.
01:19:53:01 - 01:19:56:14
Sam Rashkin: Everything about a home makes it the ultimate consumer product.
01:19:56:14 - 01:19:59:21
Sam Rashkin: And then we just leave people with a short.
01:19:59:23 - 01:20:11:04
Sam Rashkin: Amount of time that we back up the product and, more and more, I think the way that you can really earn trust is you can do a ten year warranty, a 20 year warranty, a lifetime warranty.
01:20:11:07 - 01:20:13:11
Sam Rashkin: Again, as long as you're in the home.
01:20:13:13 - 01:20:16:13
Sam Rashkin: And you're just backing up, you know, when I do longer.
01:20:16:13 - 01:20:17:16
Sam Rashkin: Presentations, I show.
01:20:17:16 - 01:20:18:20
Sam Rashkin: How you do long.
01:20:18:22 - 01:20:20:15
Sam Rashkin: Long term warranties. Just backing.
01:20:20:15 - 01:20:21:27
Sam Rashkin: Up basic building.
01:20:21:27 - 01:20:27:05
Sam Rashkin: Science, physics, or other warranties that come with your house.
01:20:27:08 - 01:20:28:00
Sam Rashkin: You know, you, for.
01:20:28:00 - 01:20:29:03
Sam Rashkin: Instance, a lot of roofs will.
01:20:29:03 - 01:20:36:02
Sam Rashkin: Come with a lifetime or 30 or 40 year warranty and a 30 year warranty for the roof. Your cladding comes with the warranty.
01:20:36:02 - 01:20:37:03
Sam Rashkin: For 25 years.
01:20:37:03 - 01:20:47:13
Sam Rashkin: Have a 25 year warranty for your cladding, but create all the warranties and make it a warranty package. And know when people buy your.
01:20:47:13 - 01:20:48:10
Sam Rashkin: Homes and see.
01:20:48:11 - 01:20:49:13
Sam Rashkin: You're backing it up.
01:20:49:13 - 01:20:50:06
Sam Rashkin: Or theirs.
01:20:50:08 - 01:20:54:10
Sam Rashkin: Or you and your your your your.
01:20:54:12 - 01:20:55:23
Sam Rashkin: Alliances with, with.
01:20:56:00 - 01:20:56:28
Sam Rashkin: With,
01:20:57:00 - 01:20:59:16
Sam Rashkin: Preferred products and those companies are.
01:20:59:16 - 01:21:03:23
Sam Rashkin: Backing it up. It's powerful. But often then you have to dig the farm.
01:21:03:23 - 01:21:04:05
Sam Rashkin: That is the.
01:21:04:05 - 01:21:13:19
Sam Rashkin: Buyer. So I think leveraging all the warranties and plus building the ones that you can do, for instance, if you.
01:21:13:23 - 01:21:22:13
Sam Rashkin: Let's say, use structural insulated panels, there's no possible way for moisture to migrate through the wall. Assembly.
01:21:22:16 - 01:21:26:23
Sam Rashkin: So guarantee no moisture flow through the wall assembly that leads.
01:21:26:23 - 01:21:27:07
Sam Rashkin: To.
01:21:27:10 - 01:21:28:24
Sam Rashkin: Moisture problems.
01:21:28:26 - 01:21:29:19
Sam Rashkin: Because it can't.
01:21:29:19 - 01:21:33:05
Sam Rashkin: Be your competition can't do that because.
01:21:33:05 - 01:21:34:28
Sam Rashkin: There's so many failure points.
01:21:35:04 - 01:21:36:04
Sam Rashkin: In the.
01:21:36:07 - 01:21:40:17
Sam Rashkin: Complexity of the installation system that goes with advanced wall systems.
01:21:40:17 - 01:21:41:12
Sam Rashkin: That are framed in.
01:21:41:12 - 01:21:43:20
Sam Rashkin: Continuous installation.
01:21:43:22 - 01:21:45:28
Sam Rashkin: So but if we don't back up.
01:21:45:28 - 01:21:46:26
Sam Rashkin: That there's no moisture.
01:21:46:26 - 01:21:48:12
Sam Rashkin: Flow, you give away a huge.
01:21:48:12 - 01:21:52:24
Sam Rashkin: Advantage to using slips, structuring slide parents and slips.
01:21:52:24 - 01:21:54:07
Sam Rashkin: Are dimensionally accurate.
01:21:54:10 - 01:21:54:28
Sam Rashkin: So why don't.
01:21:54:28 - 01:21:56:02
Sam Rashkin: You guarantee you have.
01:21:56:02 - 01:21:57:14
Sam Rashkin: If you use snips.
01:21:57:17 - 01:22:06:11
Sam Rashkin: Actually to make dimensionally accurate wall within one eighth of an inch frame wall.
01:22:06:14 - 01:22:08:05
Sam Rashkin: Framed assembly builders.
01:22:08:05 - 01:22:09:21
Sam Rashkin: Can't do that.
01:22:09:24 - 01:22:11:22
Sam Rashkin: Now. What is too much.
01:22:11:22 - 01:22:13:00
Sam Rashkin: Variation and two.
01:22:13:00 - 01:22:15:25
Sam Rashkin: Dimensionally unstable? It shrinks and expands.
01:22:15:27 - 01:22:18:05
Sam Rashkin: So you're providing additional,
01:22:18:07 - 01:22:21:11
Sam Rashkin: Quality construction because you're more dimensionally stable.
01:22:21:11 - 01:22:26:12
Sam Rashkin: Why are you not guaranteeing that quality? Again, when I do the.
01:22:26:14 - 01:22:30:15
Sam Rashkin: Longer presentations about how to do warranties, we can go through endless.
01:22:30:15 - 01:22:31:13
Sam Rashkin: Amount of how you can.
01:22:31:16 - 01:22:32:15
Sam Rashkin: Do this with zero.
01:22:32:15 - 01:22:36:12
Sam Rashkin: Risk. And yet we don't do it. And then how much.
01:22:36:12 - 01:22:38:03
Sam Rashkin: More trust do we have.
01:22:38:06 - 01:22:39:19
Sam Rashkin: When we back up our project?
01:22:39:25 - 01:22:41:23
Sam Rashkin: So that would be a big answer on top of.
01:22:41:23 - 01:22:42:08
Sam Rashkin: The.
01:22:42:10 - 01:22:49:26
Sam Rashkin: Three core ones, you know, in terms of testimonials, certifications and leading brands that used.
01:22:49:28 - 01:23:12:22
Mike Collignon: So, a couple of questions came in from Connor. I'll get to one of them after a comment that he had sent, and he wanted to know if you had heard of a gentleman named Andy Bounds, the oh, you and DDS, that of England. He talks about afters. So as an example, he says, after buying a home from us, you will experience life in a comfortable, healthy and efficient home for you and your family.
01:23:12:24 - 01:23:17:05
Mike Collignon: Didn't know if you had heard of that? No. He wrote a book.
01:23:17:07 - 01:23:18:10
Sam Rashkin: I'll take a look at it.
01:23:18:12 - 01:23:35:21
Mike Collignon: All right, so the question then, a couple of questions. One, though, is, you talked about those curated packages, you know, the level one, two and three. How do you foresee those working? With some of the certifications that are already out there?
01:23:35:23 - 01:23:36:22
Sam Rashkin: Well, normally.
01:23:36:24 - 01:23:37:16
Sam Rashkin: The certification.
01:23:37:16 - 01:23:41:21
Sam Rashkin: Will be, in that level one, you're not going to build.
01:23:41:24 - 01:23:44:28
Sam Rashkin: Energy Star for some homes and not for others. Now, what we.
01:23:44:28 - 01:23:46:00
Sam Rashkin: Found from the beginning.
01:23:46:00 - 01:23:46:10
Sam Rashkin: Is.
01:23:46:10 - 01:23:50:17
Sam Rashkin: Making it optional is way too complicated.
01:23:50:17 - 01:23:51:23
Sam Rashkin: A business proposition.
01:23:51:23 - 01:23:57:07
Sam Rashkin: If you're a builder, you can't build one home with all those,
01:23:57:09 - 01:23:58:02
Sam Rashkin: Systems. You need.
01:23:58:02 - 01:23:58:22
Sam Rashkin: To achieve.
01:23:58:22 - 01:23:59:20
Sam Rashkin: Energy Star and then.
01:23:59:20 - 01:24:03:28
Sam Rashkin: Leave them out of another home. You're going to be Energy Star, or you're not ready or.
01:24:03:28 - 01:24:06:09
Sam Rashkin: Not passive house or not.
01:24:06:11 - 01:24:09:10
Sam Rashkin: So level one would include all.
01:24:09:10 - 01:24:10:08
Sam Rashkin: The certifications that.
01:24:10:08 - 01:24:11:06
Sam Rashkin: You'd be doing Air.
01:24:11:06 - 01:24:13:07
Sam Rashkin: Plus Energy Star Zero already.
01:24:13:07 - 01:24:17:05
Sam Rashkin: Whatever they may be. A fortified home that won't vary.
01:24:17:11 - 01:24:19:29
Sam Rashkin: Because it's too expensive.
01:24:20:01 - 01:24:22:21
Sam Rashkin: And you got to move away from that kind of.
01:24:22:25 - 01:24:24:10
Sam Rashkin: Complexity.
01:24:24:12 - 01:24:25:19
Sam Rashkin: As a builder.
01:24:25:22 - 01:24:27:24
Sam Rashkin: So I don't think that comes into play.
01:24:27:25 - 01:24:29:25
Sam Rashkin: That's that's part of your level one package.
01:24:29:25 - 01:24:32:20
Sam Rashkin: You have these certifications. That's how we build.
01:24:32:22 - 01:24:32:29
Sam Rashkin: It's.
01:24:32:29 - 01:24:33:12
Sam Rashkin: The same with the.
01:24:33:12 - 01:24:35:10
Sam Rashkin: Car industry by analogy.
01:24:35:10 - 01:24:36:12
Sam Rashkin: With safety features.
01:24:36:12 - 01:24:43:22
Sam Rashkin: You don't buy, you know, the basic early model without the crash. You know, the.
01:24:43:22 - 01:24:44:03
Sam Rashkin: Crash.
01:24:44:03 - 01:24:46:25
Sam Rashkin: Protection and the and the, you know, the.
01:24:46:27 - 01:24:48:05
Sam Rashkin: Seatbelts and without.
01:24:48:05 - 01:24:50:26
Sam Rashkin: The, usually without the.
01:24:50:26 - 01:24:53:12
Sam Rashkin: Blind side monitors.
01:24:53:14 - 01:24:54:10
Sam Rashkin: And, you know.
01:24:54:10 - 01:24:55:20
Sam Rashkin: All the safety features come.
01:24:55:20 - 01:24:56:04
Sam Rashkin: Bundled.
01:24:56:06 - 01:24:56:26
Sam Rashkin: Almost.
01:24:56:29 - 01:24:58:28
Sam Rashkin: In every model. You're not going to.
01:24:59:01 - 01:25:00:26
Sam Rashkin: It's too expensive. Make cars one.
01:25:00:26 - 01:25:05:20
Sam Rashkin: Way and another way for a cheaper level. So, I think that.
01:25:05:20 - 01:25:06:13
Sam Rashkin: Goes away just.
01:25:06:13 - 01:25:09:25
Sam Rashkin: Because you have to build to one level.
01:25:09:27 - 01:25:32:16
Mike Collignon: Okay, so we have a question from Jan. Jan teaches realtors. And so it's hard to be brand positive when the messaging is missing. So what advice would you give realtor instructors, in this arena regarding builders and their missing messages?
01:25:32:19 - 01:25:34:13
Sam Rashkin: Oh goodness gracious.
01:25:34:15 - 01:25:43:06
Sam Rashkin: My advice would be to. Win them over with contrast. Show create.
01:25:43:09 - 01:25:44:12
Sam Rashkin: Controversial,
01:25:44:15 - 01:25:46:06
Sam Rashkin: Builder with a really highly effective.
01:25:46:06 - 01:25:46:22
Sam Rashkin: Message.
01:25:46:27 - 01:25:52:10
Sam Rashkin: One without and, you can almost bank that.
01:25:52:12 - 01:25:59:14
Sam Rashkin: Highly effective messaging builders are probably the most successful builders. Messaging is just so compelling.
01:25:59:16 - 01:26:01:22
Sam Rashkin: So one way to do that, I think.
01:26:01:22 - 01:26:02:09
Sam Rashkin: Is just.
01:26:02:09 - 01:26:07:24
Sam Rashkin: To, you know, use the.
01:26:07:24 - 01:26:08:23
Sam Rashkin: Contrast.
01:26:08:26 - 01:26:10:24
Sam Rashkin: Show, one builder's.
01:26:10:24 - 01:26:12:13
Sam Rashkin: Messages against.
01:26:12:15 - 01:26:14:07
Sam Rashkin: And to really build.
01:26:14:07 - 01:26:15:03
Sam Rashkin: In the case.
01:26:15:05 - 01:26:18:04
Sam Rashkin: If you've done good messaging with another.
01:26:18:04 - 01:26:20:03
Sam Rashkin: Builder, let's say that's the service you offer.
01:26:20:03 - 01:26:26:23
Sam Rashkin: Show how you've helped a builder with more compelling messaging. But good question.
01:26:26:25 - 01:26:45:24
Mike Collignon: So this is one that's really, apropos for you, Sam. I kind of wanted to know what you thought of the rebrand from Zero Energy Ready Home to Efficient New Homes program that happened recently to offer.
01:26:45:26 - 01:26:50:00
Sam Rashkin: How could it be? It couldn't be more offering.
01:26:50:02 - 01:26:52:28
Sam Rashkin: That's not classified. Okay.
01:26:53:00 - 01:26:59:11
Sam Rashkin: Energy star is the energy efficient new home. That's. It's brand energy is in its name.
01:26:59:13 - 01:27:01:26
Sam Rashkin: You've completely mitigated.
01:27:01:29 - 01:27:10:22
Sam Rashkin: The contrast between zero already and Energy Star. So I'm going to suspect the name change wasn't going to strengthen the program.
01:27:10:22 - 01:27:13:24
Sam Rashkin: But, I don't know why there. I think there might.
01:27:13:24 - 01:27:16:27
Sam Rashkin: Be some opposition to the concept of zero energy.
01:27:16:27 - 01:27:18:09
Sam Rashkin: And, and.
01:27:18:09 - 01:27:18:29
Sam Rashkin: It's potential.
01:27:18:29 - 01:27:21:24
Sam Rashkin: Regulatory, pathways.
01:27:21:24 - 01:27:21:28
Sam Rashkin: Or.
01:27:21:28 - 01:27:24:05
Sam Rashkin: Whatever it may be. I can only conjecture, but.
01:27:24:11 - 01:27:27:01
Sam Rashkin: It's maybe there's no one asking for the.
01:27:27:01 - 01:27:30:29
Sam Rashkin: Change. You know, we try to run our programs.
01:27:30:29 - 01:27:32:10
Sam Rashkin: When I was there, like a business.
01:27:32:10 - 01:27:37:07
Sam Rashkin: What what does or customers want? Top.
01:27:37:07 - 01:27:38:02
Sam Rashkin: Tier customers, the.
01:27:38:02 - 01:27:39:22
Sam Rashkin: Builder. And the next.
01:27:39:23 - 01:27:40:19
Sam Rashkin: Year, customer is a.
01:27:40:19 - 01:27:47:08
Sam Rashkin: Home buyer. Do they want a name change for zero energy? Ready home. Was it not working for them?
01:27:47:10 - 01:27:54:01
Sam Rashkin: This was this was probably done for political reasons. And so, it's a.
01:27:54:01 - 01:27:58:17
Sam Rashkin: Horrible name change. What is first? What I.
01:27:58:17 - 01:28:02:11
Sam Rashkin: Always ask when I see a solution is the same question.
01:28:02:16 - 01:28:08:26
Sam Rashkin: Every time. If the name change from Zero Energy, already home to energy efficient new home.
01:28:08:28 - 01:28:11:19
Sam Rashkin: Is the solution, you first.
01:28:11:19 - 01:28:13:12
Sam Rashkin: Have to tell me what.
01:28:13:12 - 01:28:15:09
Sam Rashkin: Was the problem?
01:28:15:12 - 01:28:16:19
Sam Rashkin: What were you trying.
01:28:16:19 - 01:28:17:12
Sam Rashkin: To solve.
01:28:17:12 - 01:28:21:25
Sam Rashkin: By doing the name change? And God bless anyone that can come up with a good.
01:28:21:25 - 01:28:22:13
Sam Rashkin: Reason for that.
01:28:22:13 - 01:28:28:24
Sam Rashkin: Name change. The exact same with a little vague on that one.
01:28:28:26 - 01:28:39:00
Mike Collignon: Let's say, you've said before that words are free. In this instance, I think they want they should could be getting their money back.
01:28:39:03 - 01:28:39:11
Sam Rashkin: Or.
01:28:39:14 - 01:28:44:19
Mike Collignon: Oh, it's not even a bad buy on that one.
01:28:44:21 - 01:29:02:28
Mike Collignon: So, go let's go back to Jan real quick because, Janet, another question. And this is again, one that's probably geared more towards you, but not exclusively to you. Sam, why would a builder choose environments for living over Energy star? We're talking programs here.
01:29:03:00 - 01:29:06:09
Sam Rashkin: They wouldn't know that. 3.5 million.
01:29:06:09 - 01:29:06:26
Sam Rashkin: Energy Star.
01:29:06:26 - 01:29:12:01
Sam Rashkin: Programs, certified homes and environments for living.
01:29:12:07 - 01:29:19:03
Sam Rashkin: I'll guess there are half a million or so. You know, there's some. Yeah, it's like A7X ten to some huge difference.
01:29:19:05 - 01:29:24:22
Sam Rashkin: Right. But it's a good program. When it first came out.
01:29:24:24 - 01:29:26:01
Sam Rashkin: Because it did what.
01:29:26:01 - 01:29:26:24
Sam Rashkin: I.
01:29:26:27 - 01:29:27:18
Sam Rashkin: Asked builders.
01:29:27:18 - 01:29:30:16
Sam Rashkin: To do, it gave them a warranty. They backed up.
01:29:30:16 - 01:29:33:19
Sam Rashkin: Performance environments for living was great because.
01:29:33:21 - 01:29:36:05
Sam Rashkin: What it did was it gave the.
01:29:36:05 - 01:29:37:07
Sam Rashkin: Builders it was going.
01:29:37:07 - 01:29:41:07
Sam Rashkin: After, if they followed the.
01:29:41:09 - 01:29:42:04
Sam Rashkin: Guidelines for the.
01:29:42:04 - 01:29:45:04
Sam Rashkin: Program, they would guarantee you the energy bill.
01:29:45:04 - 01:29:47:03
Sam Rashkin: Would not exceed a certain amount.
01:29:47:06 - 01:29:49:07
Sam Rashkin: And that the temperature within the home would be.
01:29:49:07 - 01:29:51:08
Sam Rashkin: Plus or minus five degrees, or some.
01:29:51:08 - 01:29:52:05
Sam Rashkin: Number like that, three.
01:29:52:05 - 01:29:53:24
Sam Rashkin: Degrees.
01:29:53:26 - 01:29:54:09
Sam Rashkin: Everywhere.
01:29:54:09 - 01:29:55:12
Sam Rashkin: In the house.
01:29:55:15 - 01:29:59:01
Sam Rashkin: So they added that extra.
01:29:59:01 - 01:30:01:03
Sam Rashkin: Trust because this home was a.
01:30:01:03 - 01:30:05:25
Sam Rashkin: Guaranteed energy bill. Again, what's happened over time is the guarantee that's being.
01:30:05:25 - 01:30:06:17
Sam Rashkin: Offered is.
01:30:06:17 - 01:30:08:01
Sam Rashkin: Shrinking.
01:30:08:03 - 01:30:10:13
Sam Rashkin: Because the costs of home have gone so.
01:30:10:13 - 01:30:13:16
Sam Rashkin: High that the benefit of that warranty.
01:30:13:16 - 01:30:16:16
Sam Rashkin: Is not nearly as compelling as when it first was introduced.
01:30:16:19 - 01:30:23:17
Sam Rashkin: But but, Energy Star is the name that.
01:30:23:17 - 01:30:24:05
Sam Rashkin: Has the most.
01:30:24:05 - 01:30:26:04
Sam Rashkin: Value by far compared to.
01:30:26:04 - 01:30:27:00
Sam Rashkin: Environments for living.
01:30:27:00 - 01:30:37:29
Sam Rashkin: From my observation. Yeah, but it's a good program for the poor. The group that introduced it, I don't know how active it.
01:30:37:29 - 01:30:39:13
Sam Rashkin: Is right now, so I, I.
01:30:39:13 - 01:30:42:06
Sam Rashkin: Can't, but I hardly hear about it.
01:30:42:08 - 01:31:05:24
Mike Collignon: I am okay, all right. Well, those are all the questions we have for you today, Sam. So we're going to go ahead and put a wrap on this. Thank you all so much though for attending today. Thank you once again to Panasonic Healthy Indoor Living Solutions for their generous sponsorship of the housing 2.0 program. As Sam mentioned early on, our next webinar will take place next week.
01:31:05:24 - 01:31:27:14
Mike Collignon: That's right. Yeah. November 13th we'll be back with our final housing 2.0 webinar of 2025. We'll be talking about design trends and our start time. We'll go back to our usual start time of 2 p.m. eastern, so you can register for that webinar if you haven't already. On Green Builder media.com. So if you haven't, please do so.
01:31:27:14 - 01:31:37:25
Mike Collignon: Join us next week. Until next time, have a wonderful weekend and Happy Veteran's Day to all our veterans out there. Stay safe, stay healthy, and take care everyone so long.