LA Trip Ep. 1: Troy Palmquist on Authenticity and the Future of Real Estate

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Alrightyy.

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Um, well, yeah, Troy, welcome to, we Built this brand.

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It's great to have you with us today.

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Thank you for having me.

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Absolutely.

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Glad to have you with us.

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And, um, typically on the show, you know, we're here to talk

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to you about, um, entrepreneurs and the creatives that are

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getting into this space and, um, yeah, it's just exciting.

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Today we're actually in a different location.

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We're here in, um, Los Angeles, which is.

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Quite cool.

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Um, and I've got a co-host with me today, Arusha.

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Hi guys, how are you?

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Thanks for having me, Chris.

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Absolutely.

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Arusha.

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It's a pleasure to have you with us.

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And, um, today we're, we're getting to talk to Troy Palmquist.

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Um, he's a realtor, speaker and author.

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And, um, Troy, we're really glad to have you and just wanna talk to you about

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building your business, building your personal brand, building everything.

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Um.

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You know, that has made you successful.

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So, um, we'd just love to start by, um, just giving us a

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little bit of your background and where you got started.

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Well, thank you so much for having me.

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It's great to meet you guys.

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Um, nice to meet you too.

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I've been in the industry, the real estate space, going on 23 years.

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So I got in at 20, so you could do the math on the age.

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Um, I stumbled into real estate accidentally

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by getting my hair cut next door to.

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You know, a real estate office and was looking at a house and the window

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and one thing led to another and ended up getting a job there at 20.

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And, uh, you know, really kind of learning a lot about the

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industry right then and there, and kind of worked my way

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through and doing different stuff over the last 23 years.

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But it, uh, was not something I thought I was gonna stick with.

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Um, but, uh, it turns out I, I love it and wouldn't do a different.

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Sector of for a career.

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That's a, uh, just such a, such a, so always interesting when someone

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says, I'm not so sure that I wanted to stick with it, but I stuck with it.

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I was just giggling at the prospect.

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I mean, I used to love to argue with my mom.

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I still do, but you know, I, so I, I thought law

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was like the right thing, but I hated school.

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Um, so just it, uh, real estate, you still

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get to negotiate a lot and have all those.

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Best of both world, those conversations.

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And so yeah, best of both worlds.

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Ah, that's amazing.

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Now, did

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you get a law degree or you just were pursuing that path?

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Okay.

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No, I

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did like a semester at college and said, it's not the right thing for me.

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Cool.

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So I barely graduated high school.

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And, uh, it, uh, just the education part,

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like growing up was a, a harder piece for me.

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So it was just, I knew that like the book Smart versus like being

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able to take the test, uh, law school was just never gonna happen.

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Yeah.

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So, so you've been in this industry now for 20 plus years.

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You're, um, what are you doing today?

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Like, where is your focus

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now?

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Uh, my focus today is a little bit differently.

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So, um, in 2020 I had cancer.

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Um, thyroid cancer.

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So it's the easy one to get.

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Um, you know, but I, I started to look at

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life differently, uh, different perspective.

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Um, and instead of being in the, the spot where I wanted to build for myself

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and build for like, you know, go build another brand or build a brokerage or.

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You know, a tech company.

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I wanted to be in a spot where I could really control my

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destiny and the, like, the time and the energy that I had.

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Um, 'cause I, I lose energy towards the end of the day.

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Um, and it's not something that I can control.

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Like, I could fall asleep with a Red Bull in my hand and be

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done for the day at seven o'clock, but I wanted to control

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like, the time and the energy and where I was spending it.

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And, you know, in the real estate industry, your, your time and your energy is.

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What people think is unlimited.

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And so now what I've kind of like turned my energy and attention to

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is to be able to help other companies, help real estate founders that

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are building their brokerages or team leaders or technology companies

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that are, you know, looking at how do we grow to the next level.

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So I get to help with that, like.

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That growth part, um, that creative part that, you know, how you

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built it type stuff, where you, I still get to go and feel like

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I'm, I'm building something greater than myself, but what I really

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want to do with the time that I have is, and the energy that I

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have is to be able to create a lasting impact for other people.

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Gotcha.

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Um.

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And, you know, be able to provide value.

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So like, even on a call like this, or a video like this today, what's

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the one piece of information that we can give somebody watching that

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they can implement today that can change their lives for tomorrow?

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Action, action items.

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And you

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know, when you look at technology, you look at this space, um, I think

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there's a lot of ways that you can provide value, provide help, provide

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knowledge, share, um, that can really help people get off the ground.

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Hmm.

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Yeah, so that's, that's interesting.

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So I mean, obviously cancer is a very serious thing and it

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changes your perspective when you're confronted with it.

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Um, I mean, personally, I'm even dealing with

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that in my own family right now, so I know.

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How that is.

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Um, so what w what was that pivot then from, you said real

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estate obviously, but then you mentioned tech companies.

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What was that pivot into tech companies?

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How did that transition happen?

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So I've had two real estate brokerages.

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Um, I started the first one in May of 2017, and then

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it, uh, had an acquisition in January of 22, uh, and got

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acquired by a larger brokerage in the Los Angeles area.

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And, uh, then I started another one, like an idiot.

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And, uh, you know, so with that, I, I preface that because when I was.

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In real estate, I was always looking at different

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technology and you get approached by multiple companies,

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like all the time, Hey, do you wanna check this CRM out?

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Do you want this new lead source?

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Do you wanna do this?

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Do you want us to pick up your open house signs?

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It just goes on and on and on.

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So for me, it was really, I was always looking at the

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new things, and it seemed to me that I was giving.

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Um, the sales person on the other side, more feedback on

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the product than like actually like signing up for it.

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Mm-hmm.

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Like, you should do this or have you thought about doing this?

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And like, you know, that free advice.

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Yeah.

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Um, and then I started seeing people actually change their

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roadmap of what they were doing based on like a conversation.

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Um, and it wasn't until like a while later I'm like, oh, this is actually kind

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of cool and you can actually make money doing this and help more people, right?

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Because again, my goal.

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In like my career over the past 20 years, I wanna help as many people

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have a positive experience buying and selling real estate as possible.

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Hmm.

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Well, if you're helping more people, you can do that.

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Like I knew what my cap was selling houses.

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I knew what the cap was selling at the brokerage,

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and now I feel like I'm able to help more.

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So if I'm able to help these people understand

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why I wouldn't sign up to buy your product.

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But here's maybe why I would like, if you can change this and this,

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there's a, a bigger impact you can have there because I think a

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lot of founders, particularly in the real estate space, 'cause I

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think they see real estate as an open wallet for a lot of stuff.

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Um, they found a company based on a thesis that they

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have, that the problem might not really be there.

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Yeah.

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And

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it's because it's a product that they wanna build.

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Yeah.

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Like is it really the right thing?

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Like I always wanted to build Tinder for real estate.

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Mm-hmm.

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Swipe

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left to go to see this property swipe right.

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And if it matches with like my significant other, cool, we'll see the house.

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I love that.

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And, and two different two, I think two different

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companies have tried it and it hasn't ever like picked up.

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Yeah.

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Well why, like, so, you know, if you look at it in this aspect of.

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You're solving for a problem that actually exists.

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And that's where I think a lot of the, the great companies out there.

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Mm-hmm.

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Um, you know, there's a new one out there called Shiloh.

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Justin's the founder.

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Amazing concept because he was having this problem in his

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own team and his own brokerage, he solved for that problem.

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Mm. You have Real Scout founded by Andrew Flacker, like similar thing.

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The saw a problem built for the problem, right?

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And that's where, over and over again, you see these amazing tech companies

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founded by people that were actually solving for a problem they had

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in the, in the current landscape.

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When, when, uh, a lot of the people probably watching this, they're gonna

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be people who are in real estate, starting in real estate, trying to build.

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Real estate businesses, uh, as someone who's been there, done that grown

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something amazing and is now looking to the future, if you were to tell.

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Um, you know, real estate, uh, agents who are trying, trying to decide

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how to create some sort of structure using tech around their business.

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What are the maybe one, two, or three points you would tell them to

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focus on, um, uh, researching, whether it be ai, whether it be, we were

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talking about chatbots earlier, whether it be streamlining infrastructure.

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What is the, uh.

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Space that you think not enough people are focusing on in the tech, in the

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tech integration to real estate that they should be paying attention to.

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So if I was starting out or advising an agent that

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was starting out, I'd tell 'em to pick up the phone.

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Technology is never gonna replace the human interaction.

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And the real estate space is 100% a relationship based business.

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You build trust.

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We're helping people with their largest investment.

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Of their life most of the time that isn't,

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shouldn't be left to technology to do that.

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Um, so I think that when you think about that, I think the best

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pieces of technology for the real estate agent was the CRM.

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Yeah.

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And people say, what's the best CRM?

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Well, the one that you're going to use.

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Mm-hmm.

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Yeah.

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Hands down.

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And from there then it's like, you know, what's the

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email deliverability, what's the, the nurture stuff?

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I read an article about somebody saying

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that like, email marketing has been dead.

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Mm-hmm.

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But if you bring it back to life within your database and

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you're providing value to your database, then they're gonna be

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there for you when they go to buy or transact in real estate.

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But you can't just be like, do you wanna buy a house?

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Do you wanna buy a house?

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Yeah.

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It's like, here's my favorite salad dressing.

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Just tried it.

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Here's a bottle.

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Like, or, um, you know, here's what's going on in the local

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market, or Here's what's going on for the 4th of July.

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Right?

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You're providing value outside of the transaction.

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And that's where I, I think agents really can utilize that stuff.

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Um.

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I love that.

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I love the refocusing on the things that work.

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Instead of getting distracted sometimes by all this invasion of

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opportunities and things that you should be paying attention to,

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we forget that the most important part of a lot of our businesses

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is having a captive audience and being able to go back to them

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and being able to build a long-term relationship with them.

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It

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is a relationship based business.

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I mean, but so much is that is what we do in general.

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Mm-hmm.

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My wife and I just bought a new car this weekend.

247
00:11:30,480 --> 00:11:31,620
And what did we do?

248
00:11:31,620 --> 00:11:34,830
We went back to the person that we bought it from five years ago.

249
00:11:34,860 --> 00:11:34,950
Yep.

250
00:11:35,760 --> 00:11:37,440
Like, because we knew what she wanted.

251
00:11:37,740 --> 00:11:38,820
It's a relationship.

252
00:11:38,850 --> 00:11:41,250
This industry, so much of life is all

253
00:11:41,250 --> 00:11:43,620
relationship based and you lose sight of that.

254
00:11:43,620 --> 00:11:46,140
And you think that technology or this new lead

255
00:11:46,140 --> 00:11:48,420
source or any of that stuff is gonna replace it.

256
00:11:49,005 --> 00:11:49,520
It's not gonna happen.

257
00:11:49,724 --> 00:11:51,555
You get, you get a Zillow lead, right?

258
00:11:51,555 --> 00:11:55,425
You search Zillow, you probably search Redfin, wherever you are.

259
00:11:55,425 --> 00:11:58,785
If you're searching and you get this inbound call from a stranger that wants

260
00:11:58,785 --> 00:12:02,564
to see a property, the best thing that you can do is go turn around the

261
00:12:02,564 --> 00:12:06,375
camera, hold the phone up and say, Hey, send 'em a text message afterwards.

262
00:12:06,375 --> 00:12:07,635
Hey, it was so great meeting you.

263
00:12:07,635 --> 00:12:10,094
I wanted to put a face with the voice and the name.

264
00:12:10,094 --> 00:12:12,104
I look forward to helping you with your transaction.

265
00:12:12,840 --> 00:12:13,170
Done.

266
00:12:13,170 --> 00:12:14,460
I've signed, signed with Troy.

267
00:12:14,460 --> 00:12:15,785
He is now my real estate agent.

268
00:12:15,944 --> 00:12:16,824
But now it's, but now it's,

269
00:12:16,860 --> 00:12:18,480
it's, the relationship is there.

270
00:12:18,480 --> 00:12:20,010
It's not just this phone call.

271
00:12:20,040 --> 00:12:20,730
It's so important.

272
00:12:20,730 --> 00:12:21,360
Technology

273
00:12:21,360 --> 00:12:22,260
isn't gonna do that.

274
00:12:22,350 --> 00:12:22,949
It is not.

275
00:12:23,250 --> 00:12:27,000
So utilizing technology in the ways that can actually help you do

276
00:12:27,000 --> 00:12:31,050
business is where I think that comes in, where it's, it's nurturing.

277
00:12:31,230 --> 00:12:34,290
Now you've got all these new email, like things cool.

278
00:12:34,439 --> 00:12:36,990
How busy is your inbox really, that you need an email.

279
00:12:37,860 --> 00:12:41,730
System to go and respond and help you think of what you want to respond.

280
00:12:41,939 --> 00:12:42,120
Mm-hmm.

281
00:12:42,660 --> 00:12:45,480
Which is not a fan, like you mentioned chatbots.

282
00:12:45,569 --> 00:12:45,839
Yep.

283
00:12:46,439 --> 00:12:46,829
Cool.

284
00:12:47,040 --> 00:12:53,339
The average real estate agent sells three to five transactions a year, max.

285
00:12:54,120 --> 00:12:56,910
You need to tell me you need to put something on the website or

286
00:12:56,910 --> 00:13:00,990
on your, your signs that the person can go and chat with you.

287
00:13:01,710 --> 00:13:04,050
Yeah, I just haven't been sold on that yet.

288
00:13:04,200 --> 00:13:05,010
Like why?

289
00:13:05,130 --> 00:13:05,585
Yeah, I get that.

290
00:13:05,585 --> 00:13:08,189
Like when I was selling, I carried a lot of houses for sale

291
00:13:08,189 --> 00:13:11,100
and I had online chat, you know, where the online chat went

292
00:13:11,580 --> 00:13:12,270
directly to you.

293
00:13:12,300 --> 00:13:13,290
Directly to me.

294
00:13:13,410 --> 00:13:17,520
And if I didn't respond at midnight now, and, and I know you

295
00:13:17,520 --> 00:13:19,770
put this on there and that actually goes on the live thing.

296
00:13:19,770 --> 00:13:21,240
I'm gonna get a lot of pushback on that.

297
00:13:21,300 --> 00:13:21,600
Yeah.

298
00:13:21,689 --> 00:13:24,570
And, and again, I actually talked to a company last week

299
00:13:24,570 --> 00:13:26,385
that I, I talked to for the first time and I'm like.

300
00:13:27,329 --> 00:13:30,689
Wow, what you're saying is what it's doing is actually pretty

301
00:13:30,689 --> 00:13:33,780
cool because I've heard the horror stories of like, somebody's

302
00:13:33,780 --> 00:13:38,160
online and they get the chat and it sets the appointment.

303
00:13:38,940 --> 00:13:41,910
Well, the agent never got the, got the notification that it was

304
00:13:41,910 --> 00:13:44,580
an appointment set to see a house and it didn't go to the listing.

305
00:13:44,580 --> 00:13:46,530
Appoint listing agent to set the appointment.

306
00:13:46,680 --> 00:13:49,230
Buyer shows up at the house, Hey, nobody's here.

307
00:13:49,650 --> 00:13:52,650
Yeah, well that's because the chat went and did more.

308
00:13:53,010 --> 00:13:56,550
And when you look at real estate, there's so many different things that.

309
00:13:56,845 --> 00:14:01,435
Um, we can get in trouble for, with fair housing being saying

310
00:14:01,435 --> 00:14:04,585
that it's walking distance for those that can't walk, that's

311
00:14:04,585 --> 00:14:08,755
a fair housing violation or it misquote square footage or it

312
00:14:08,875 --> 00:14:12,235
misquotes that it's on a sewer, but it's really on septic.

313
00:14:12,235 --> 00:14:13,195
You're taking on a liability.

314
00:14:13,195 --> 00:14:13,735
You don't leave that

315
00:14:13,735 --> 00:14:16,555
up to chance by an AI bot.

316
00:14:16,675 --> 00:14:17,065
Mm-hmm.

317
00:14:17,220 --> 00:14:17,570
Right.

318
00:14:18,955 --> 00:14:19,345
I don't know.

319
00:14:19,525 --> 00:14:23,005
I mean, and it's, and I think there's, the technology's evolving, like.

320
00:14:24,329 --> 00:14:29,010
I had a suit made and it's green, and I was speaking at a conference and

321
00:14:29,010 --> 00:14:32,969
I wanted to like people to understand that technology is evolving so fast.

322
00:14:32,969 --> 00:14:34,829
It's actually evolving in dog ears.

323
00:14:34,890 --> 00:14:35,010
Mm-hmm.

324
00:14:35,550 --> 00:14:38,550
Well, the suit's got dog liner inside of it and it's little puppies

325
00:14:39,540 --> 00:14:39,630
and.

326
00:14:39,955 --> 00:14:42,205
But like you think about it now and you

327
00:14:42,205 --> 00:14:45,205
think that how fast is technology evolving?

328
00:14:45,295 --> 00:14:49,225
It's in dog years, like technology that started

329
00:14:49,315 --> 00:14:52,855
a year ago that hasn't advanced with it is stuck.

330
00:14:52,885 --> 00:14:53,005
Mm-hmm.

331
00:14:53,245 --> 00:14:53,605
Right?

332
00:14:53,605 --> 00:14:57,865
If you are in the real estate industry and you're not like continually

333
00:14:57,865 --> 00:15:01,225
looking at the technology that you're using, like real estate

334
00:15:01,225 --> 00:15:04,615
agents, again, I mean, they'll look at stuff and they'll buy it.

335
00:15:05,035 --> 00:15:08,315
Like I wrote an article a few months ago and it was that like.

336
00:15:09,480 --> 00:15:12,840
We need to not add more technology to what we do

337
00:15:12,840 --> 00:15:16,380
right now because again, it's evolving so fast.

338
00:15:16,770 --> 00:15:19,740
Like stick with what you have and actually use it.

339
00:15:19,740 --> 00:15:23,250
But remember fundamentally picking up the phone

340
00:15:23,310 --> 00:15:25,380
in this industry is the best way to do it.

341
00:15:25,770 --> 00:15:25,980
Can.

342
00:15:26,040 --> 00:15:26,885
Where can people read your articles?

343
00:15:27,315 --> 00:15:27,375
Uh,

344
00:15:28,065 --> 00:15:30,075
a lot of them publish on inman.com.

345
00:15:30,255 --> 00:15:30,405
Mm-hmm.

346
00:15:30,495 --> 00:15:32,925
Uh, and then I republish a lot of them on,

347
00:15:32,955 --> 00:15:34,875
uh, troy palmquist.com, which is my name.

348
00:15:34,905 --> 00:15:34,995
Okay.

349
00:15:36,045 --> 00:15:38,325
And, and as just as far as being an author goes,

350
00:15:38,325 --> 00:15:40,125
you're also writing books, is that correct?

351
00:15:40,305 --> 00:15:40,515
Uh,

352
00:15:40,515 --> 00:15:40,695
I've

353
00:15:40,695 --> 00:15:41,115
written

354
00:15:41,115 --> 00:15:41,595
one.

355
00:15:41,595 --> 00:15:41,625
Okay.

356
00:15:41,775 --> 00:15:44,355
Um, that was in 2020.

357
00:15:44,580 --> 00:15:46,830
It was 20, 20 19, I think.

358
00:15:47,340 --> 00:15:48,570
Uh, it was called Independent.

359
00:15:48,840 --> 00:15:51,570
Uh, and it was about the independent real estate model versus

360
00:15:51,570 --> 00:15:55,500
like the franchise or the big boxes and how, uh, independent.

361
00:15:55,500 --> 00:15:59,640
But no, I, I'm working on like getting myself to write a newsletter.

362
00:15:59,820 --> 00:16:04,200
It's been a, a, a long process, but that is, uh, slowly in the works.

363
00:16:04,500 --> 00:16:07,260
Thinking about writing on Substack, just can't get myself.

364
00:16:07,265 --> 00:16:07,425
We have

365
00:16:07,430 --> 00:16:09,720
a publishing division if you wanna publish that next book.

366
00:16:09,720 --> 00:16:10,200
Oh, maybe.

367
00:16:10,925 --> 00:16:12,305
Um, but yeah.

368
00:16:12,935 --> 00:16:13,505
That's cool.

369
00:16:13,564 --> 00:16:14,105
That's cool.

370
00:16:14,555 --> 00:16:17,045
Um, LinkedIn, by the way, really good for newsletters.

371
00:16:17,075 --> 00:16:17,960
Oh, I love LinkedIn.

372
00:16:17,965 --> 00:16:18,935
LinkedIn rocks.

373
00:16:19,025 --> 00:16:20,885
I think it's one of those things that, uh,

374
00:16:21,305 --> 00:16:23,645
people don't really understand Itand how to use.

375
00:16:23,705 --> 00:16:24,215
Yeah.

376
00:16:24,335 --> 00:16:29,765
And it's, there's a lot of value in, in LinkedIn, especially with your network.

377
00:16:29,825 --> 00:16:30,005
Mm-hmm.

378
00:16:30,455 --> 00:16:34,025
And being able to share your thoughts on something and connect with people.

379
00:16:34,115 --> 00:16:34,295
Yeah.

380
00:16:34,385 --> 00:16:35,405
Way better than.

381
00:16:35,880 --> 00:16:38,160
Um, Instagram or Facebook?

382
00:16:38,160 --> 00:16:38,340
A hundred

383
00:16:38,340 --> 00:16:38,730
percent.

384
00:16:38,939 --> 00:16:40,830
Um, especially if you're thinking about like,

385
00:16:40,860 --> 00:16:42,930
you know, where your target demographic is.

386
00:16:43,199 --> 00:16:46,380
Um, if you're trying to deal with high net worth individuals

387
00:16:46,949 --> 00:16:52,319
and, and market to them, they're not on Instagram like

388
00:16:52,560 --> 00:16:56,010
just as much as the conversation is around social media.

389
00:16:56,835 --> 00:16:58,875
You want to connect with people, it's through LinkedIn.

390
00:16:59,025 --> 00:17:03,705
Um, and even when I was prospecting and I would go after like expired listings.

391
00:17:03,735 --> 00:17:03,825
Yep.

392
00:17:04,694 --> 00:17:06,345
It was very much through LinkedIn.

393
00:17:06,645 --> 00:17:06,795
Yeah.

394
00:17:06,915 --> 00:17:11,805
Uh, because I knew that the high fluent, you know, and that they

395
00:17:11,805 --> 00:17:15,015
were on there because they were professionals and I knew that if I

396
00:17:15,015 --> 00:17:17,865
sent them a message saying, Hey, I didn't wanna call, I didn't wanna

397
00:17:17,865 --> 00:17:21,165
bother you, I know your time's valuable, I was gonna reach out to you.

398
00:17:22,590 --> 00:17:25,350
Chris, do you have a final question or can I, can I ask one?

399
00:17:25,920 --> 00:17:26,580
You can, you can go right ahead.

400
00:17:26,580 --> 00:17:27,150
Are you sure?

401
00:17:27,155 --> 00:17:29,100
I've, I've got one more final one, but you go right ahead.

402
00:17:29,250 --> 00:17:32,340
I just wanted to ask, uh, as you, as you're talking about tech and tech

403
00:17:32,340 --> 00:17:36,210
integrations and going back to the old school personal touch, tell me how

404
00:17:36,210 --> 00:17:39,750
that, that when we look at the world of social media and, and multiple

405
00:17:39,750 --> 00:17:43,765
points of contact, how has marketing changed in your world over the last.

406
00:17:44,095 --> 00:17:45,205
Four or five years.

407
00:17:45,505 --> 00:17:47,425
Um, you know, I think that's something that a lot of

408
00:17:47,425 --> 00:17:49,375
people who are real estate agents are trying to tackle.

409
00:17:49,375 --> 00:17:52,435
And me as a consumer constantly trying to understand like

410
00:17:53,215 --> 00:17:56,515
where I'm finding houses, how I'm finding new real estate.

411
00:17:56,755 --> 00:17:59,575
What do you think is your, your one point that you

412
00:17:59,575 --> 00:18:02,425
would want to drive home about the changes in marketing?

413
00:18:02,755 --> 00:18:05,460
Well, I think a lot of that's changed over the last month.

414
00:18:06,209 --> 00:18:11,459
Um, with some of the stuff with Compass and some of the stuff with Zillow and

415
00:18:11,699 --> 00:18:15,480
this, I wrote an article I published July 5th, if you wanna go look at it.

416
00:18:15,480 --> 00:18:18,000
But it's all about the industry infighting of what's going on right

417
00:18:18,000 --> 00:18:23,100
now, um, with our exclusive listings and our off market listings.

418
00:18:23,189 --> 00:18:27,480
Um, you know, I think it, but to answer your question, you gotta

419
00:18:27,480 --> 00:18:31,649
market in the way that's authentic to you, if that's great advice.

420
00:18:31,709 --> 00:18:32,340
If it's.

421
00:18:33,240 --> 00:18:36,840
If you're an Instagram person and your sphere of influence is

422
00:18:36,840 --> 00:18:40,770
on Instagram and you're authentic with it, do it and go all in.

423
00:18:41,430 --> 00:18:45,030
Um, you know, back to the newsletter I recently saw that Constant

424
00:18:45,030 --> 00:18:49,710
Contact has this amazing platform for real estate, ab test.

425
00:18:49,710 --> 00:18:51,960
You can do all this stuff within the newsletter.

426
00:18:52,680 --> 00:18:53,610
I'd never known about it.

427
00:18:54,390 --> 00:18:58,500
Um, but it was one of the things that like got me excited about doing that.

428
00:18:58,560 --> 00:19:00,960
So to look at like.

429
00:19:02,490 --> 00:19:06,150
Look at the way where the newspapers were be, you know, even

430
00:19:06,150 --> 00:19:08,430
five years ago, the newspaper were still a little relevant.

431
00:19:09,030 --> 00:19:11,910
Um, and I saw this, this empty box.

432
00:19:11,910 --> 00:19:14,520
There were homes and lands, magazines was a big way like that.

433
00:19:14,520 --> 00:19:16,530
You would market your house and they were

434
00:19:16,530 --> 00:19:19,170
like the Bible, like you wanted to be in it.

435
00:19:19,379 --> 00:19:21,570
Depending on what market you were in, it was empty.

436
00:19:22,095 --> 00:19:24,855
And I was thinking to myself and I, I went on Instagram and I posted

437
00:19:24,855 --> 00:19:28,455
it, and it's gonna turn into an article now about like, you know,

438
00:19:28,575 --> 00:19:34,275
about marketing, because if that's dead, where did the views go?

439
00:19:35,025 --> 00:19:39,405
Because again, it, it really defines like your

440
00:19:39,405 --> 00:19:42,225
marketing plan by who you're trying to get to.

441
00:19:43,320 --> 00:19:47,190
Um, but again, I think that the authenticity piece is the, is the

442
00:19:47,370 --> 00:19:52,440
critical part of, of how you reach the person that you're trying to reach.

443
00:19:53,160 --> 00:19:54,090
Excellent advice,

444
00:19:54,300 --> 00:19:54,720
I think.

445
00:19:54,720 --> 00:19:55,980
I think that's great advice.

446
00:19:55,980 --> 00:19:58,140
I mean, that personal relationship means

447
00:19:58,140 --> 00:20:00,000
a lot in any business, and I think that.

448
00:20:00,764 --> 00:20:04,155
Um, yeah, especially when it comes to buying a high value product

449
00:20:04,155 --> 00:20:07,695
to begin with, like a house or, you know, a car or anything.

450
00:20:07,695 --> 00:20:10,215
I mean, that relationship really matters, so.

451
00:20:10,365 --> 00:20:10,965
That's awesome.

452
00:20:11,475 --> 00:20:13,635
Well, Troy, thank you so much for coming on today.

453
00:20:13,695 --> 00:20:14,294
Oh, thank you for having me.

454
00:20:14,294 --> 00:20:16,485
Um, before we wrap up, one last question I

455
00:20:16,485 --> 00:20:18,584
always like to ask this is we built this brand.

456
00:20:18,915 --> 00:20:20,564
Um, question I always like to ask at the end

457
00:20:20,564 --> 00:20:22,485
is, what brand do you admire the most right now?

458
00:20:23,490 --> 00:20:25,020
What brand do I admire the

459
00:20:25,020 --> 00:20:26,490
most right now?

460
00:20:30,510 --> 00:20:31,050
I don't know.

461
00:20:31,050 --> 00:20:32,820
There's a, I think there's a lot of brands

462
00:20:32,820 --> 00:20:34,620
out there that are doing stuff really well.

463
00:20:34,860 --> 00:20:36,570
Um, I think.

464
00:20:37,995 --> 00:20:41,235
There's brands that I would probably not ever buy that I follow on

465
00:20:41,265 --> 00:20:45,225
Instagram that I, I really think that their marketing and what they're

466
00:20:45,225 --> 00:20:49,815
doing with their Instagram is, is unique in ways that it captures

467
00:20:49,815 --> 00:20:53,145
my attention to go and figure out like, what is this brand doing?

468
00:20:53,740 --> 00:20:54,340
I do that too.

469
00:20:54,520 --> 00:20:55,340
Um, I

470
00:20:55,340 --> 00:20:55,860
think there's.

471
00:20:57,750 --> 00:21:02,910
Um, you know, some of the major big brands are kind of, I think trying to

472
00:21:02,910 --> 00:21:07,260
figure out what they're doing with, with how to resonate and be relevant.

473
00:21:08,190 --> 00:21:12,150
Um, and then I think you look at just some of the, like your local mom and

474
00:21:12,150 --> 00:21:16,740
pop stores that are out there, that are, that are crushing it with their

475
00:21:16,740 --> 00:21:21,510
individual like marketing plans and the ways that they reach their customers.

476
00:21:22,335 --> 00:21:25,665
I don't know if there's one that necessarily sticks out to me.

477
00:21:25,845 --> 00:21:28,605
Um, I think Formula One's doing a really

478
00:21:28,605 --> 00:21:31,185
good job right now with their marketing.

479
00:21:31,245 --> 00:21:31,335
I'm a

480
00:21:31,335 --> 00:21:31,935
hundred percent.

481
00:21:31,965 --> 00:21:37,815
Um, and their partnership with like Lego and how they're expanding

482
00:21:37,815 --> 00:21:42,165
into, uh, younger demographics and different demographics other

483
00:21:42,165 --> 00:21:45,825
than like very smart, you know, very much the European race fans.

484
00:21:45,825 --> 00:21:47,445
I think they've done Lego's.

485
00:21:47,445 --> 00:21:49,095
Done a really good job, I think with that.

486
00:21:49,100 --> 00:21:49,410
Mm-hmm.

487
00:21:49,490 --> 00:21:50,690
Uh, and I don't know who really.

488
00:21:51,585 --> 00:21:53,715
Drove the relationship, no pun intended.

489
00:21:54,165 --> 00:21:57,195
Um, but I think that that's a, a really

490
00:21:57,195 --> 00:21:59,745
unique way that they're doing stuff right now.

491
00:21:59,745 --> 00:22:03,885
I think Lego probably, um, I mean for being, almost being

492
00:22:03,885 --> 00:22:06,345
bankrupt, what, 20 years ago And going outta business.

493
00:22:06,345 --> 00:22:06,405
Yeah.

494
00:22:06,765 --> 00:22:11,655
To turning around to having this massive organization and operation.

495
00:22:12,600 --> 00:22:14,190
Off of Little Bricks.

496
00:22:14,610 --> 00:22:14,910
Yeah.

497
00:22:15,000 --> 00:22:20,070
Um, I mean, you look at even now their relationships with, um, Jurassic

498
00:22:20,070 --> 00:22:23,245
Park and, you know, all these other things that are coming out.

499
00:22:24,285 --> 00:22:27,435
I mean, we bought that silly little tuxedo cat and my son

500
00:22:27,435 --> 00:22:29,565
had to have it to put together and I thing was a nightmare.

501
00:22:30,764 --> 00:22:33,254
But I think that's a, one of those brands

502
00:22:33,254 --> 00:22:35,655
that you look at that's like evolve or die.

503
00:22:35,655 --> 00:22:37,185
That's evolved really well.

504
00:22:37,305 --> 00:22:37,635
Yeah.

505
00:22:37,725 --> 00:22:37,815
Yeah.

506
00:22:37,815 --> 00:22:39,915
My son's at that age where he'll be like,

507
00:22:39,915 --> 00:22:42,105
dad, here's the McLaren formula one Lego set.

508
00:22:42,135 --> 00:22:43,935
We need to build this Yeah.

509
00:22:43,995 --> 00:22:45,135
Mean by we, he means me.

510
00:22:45,465 --> 00:22:45,615
Yeah.

511
00:22:45,615 --> 00:22:45,825
Well,

512
00:22:46,095 --> 00:22:49,725
I mean, my wife, um, does a lot of the Legos in the house.

513
00:22:49,725 --> 00:22:49,785
Yeah.

514
00:22:49,875 --> 00:22:51,764
Um, I somehow I did the.

515
00:22:51,975 --> 00:22:54,554
Technic like water dumping plane.

516
00:22:55,125 --> 00:22:57,435
Mm. And I swore that off ever again with the technics.

517
00:22:57,524 --> 00:23:00,284
Like it's just way outside of my, uh, yeah.

518
00:23:00,284 --> 00:23:00,294
But.

519
00:23:01,020 --> 00:23:01,590
That's cool.

520
00:23:01,620 --> 00:23:03,840
Well, thank you so much again, Troy, for coming on.

521
00:23:04,110 --> 00:23:06,480
Where can people connect with you if they wanna learn more about

522
00:23:06,480 --> 00:23:09,030
you and your writing and you're into Yeah, I think LinkedIn's

523
00:23:09,030 --> 00:23:10,470
probably one of the best places.

524
00:23:10,530 --> 00:23:11,610
Troy Palmquist.

525
00:23:11,639 --> 00:23:14,490
Um, my Instagram is a love-hate relationship.

526
00:23:14,550 --> 00:23:14,580
Okay.

527
00:23:14,669 --> 00:23:17,940
Um, the stories are a little more fun, especially during school.

528
00:23:17,940 --> 00:23:21,180
My son and I do a jam session in the, in the school parking lot

529
00:23:21,180 --> 00:23:24,149
from, you know, eighties and nineties and early two thousands.

530
00:23:24,149 --> 00:23:27,480
So you get a little bit of that, uh, flashback to nostalgic music.

531
00:23:28,380 --> 00:23:28,860
Awesome.

532
00:23:29,070 --> 00:23:30,540
Bruce Roy, thank you so much for coming on.

533
00:23:30,600 --> 00:23:31,205
Thanks for having me, guys.

534
00:23:31,465 --> 00:23:31,725
All right.

535
00:23:31,725 --> 00:23:32,045
Take care.

536
00:23:32,045 --> 00:23:32,605
Thanks for being here.