How AI Search Is Making Your Title Company Invisible | Ep 107

In a world where change is the only constant, Mo Choumil stands at the forefront, guiding title professionals to not just grow their businesses, but to master the art of innovation. With every episode, you're handed the keys to unlock unparalleled growth and stay ahead of the curve. Get ready for a transformative journey. Hello everyone, and welcome to number one podcast in the title industry. I am your host, Mo Choumil, CEO of Alltech National Title.

Today, I have the pleasure of my good friend, Jeff Loeb at Spark Tank Media and Searchably.ai. Welcome, Jeff. Hey, how's it going? Thanks for having me, man. Appreciate it.

Fantastic. Well, you and I have known each other for a while and saw you recently at WFG Summit, and I ask you to come on the show, and I'm very grateful that you're here to share your wisdom and knowledge, especially when it comes to the marketing lead generation and specifically AI recently. Yeah, for sure. It was also nice having you on stage as well. It was a good conversation digging deep into what we're doing, right?

So. Absolutely. Well, as we always start the show is give us a little background on you, where you grew up, your story and all that good stuff. Yeah, I mean, I grew up, you know, early days, I started in real estate. I'm going to share, show my age a little bit here.

1988, I got into real estate. I was 19 years old. I looked young. I probably looked even younger. I wore a mustard gold jacket from that company that wore gold jackets.

And look, I learned real estate, I think, from its core. I learned how to talk to people. I learned how to knock on doors. I just learned how to go cultivate people because today, you know, skip it 37 years later, while we've been in the real estate space, you know, it still comes back down to relationships. However, technology's changed a lot.

Now, a lot of people don't know is I spent most of my career in real estate at a broker, uh, agent level, broker level. I was an executive for a large company with about 800 offices where we ran and grew quite substantially. But I did take a 10-year hiatus in my real estate career. That was when the dot-com internet stuff was born. So I got, you know, heavily recruited from the sales management side, although I kept my real estate license going and some investments.

I worked for a lot of Fortune 5s and even startup companies when the internet boom was happening. So I learned the internet, call it that tech phase, from, you know, how the internet worked. And we were providers of wireless internet. So heavy sales, ran big sales teams, but also knew the tech of how it was all built. So that kind of gave me that little tech flair, if you will.

And then the dot-com bust happened like 2002-ish, maybe everything fell off the face of the earth. Market tanked, everything tanked. So guess what I did is jump back right into real estate, right? So yeah, so I was a broker-owner for years and like I said, I was also an executive for a large franchise company. So It gave me a lot of stage time to get out in front of people, which gave me a leg up to start speaking at conferences like Inman and NAR and associations.

And, um, once we parted ways back then, it's 14 years, like Searchably.ai, and we've got other coaching platforms where, um, you know, we speak, train, and coach agents, brokers, and, um, Awesome. So you've been in the marketing space for a long time, and what's changed the most in the last 2, 3 years? And it feels like a decade, even though it's been 3 years in the AI world. Yeah. Yeah.

I mean, AI's, you know, it started off as like a thing, just almost like when social media started, right? Like, oh, this Facebook thing, and then is it going to stick or is it a, what people call it, it's going to be just a phase that's going to go through. It's not going to stick. You know, I think everyone now is kind of dabbling in AI. I think AI's becoming a term that's very loosely used, like, oh, I'm using AI and you're using AI, but no one, like, even if you're a user, doesn't mean you're using it.

I mean, you could be a user of AI creating prompts for your listings, or you could be building products and systems and AI agents and all that stuff. So when I hear people say, oh, I use AI, I have to take it with a grain. Okay. So I think there's a, Unbalance of what people are doing with things. So I always have to dig a little deeper.

They're using ChatGPT or Claude. That tells you a lot. Yeah. Even though ChatGPT is a lot. Right.

You know, and not that it's bad. It's, it's at least they're adopting something. But, you know, like I compare to everything else, if you don't adopt to it, it's not going to wait for you. You're either going to move fast or you're going to get left behind. And, you know, you know what happens when you wait 2 years to figure out something, you're left behind.

Yeah. And, uh, I shared this a couple times and, uh, and, and in the podcast, and I shared this with a lot of people. The world changed in December 2025 when Claude, uh, uh, Opus 4.5 came about. Mm-hmm. So we went from the glorified Google search with ChatGPT and Claude to agentic AI.

Can you just shed some light to the power of that agentic AI? What it, what, what it does and Yeah. I mean, you know, that's the magic word, agentic AI. And I try and simplify it by saying like agent-like, where it could start to do things for you. So it's not just, you know, creating some kind of prompt.

It's getting things to take tasks off your plate. It's asking it to create systems for you that could quite frankly and should replace some of your process and systems to make things more efficient. Yeah. You know, and yeah, I think we get asked a lot too, is, you Is this agentic replacing people? Um, I think in some cases, you know, it might replace the role, but I think it's repurposing the role, meaning it might take away these tasks to make it more efficient, but you still might need the human instead of being that person that does the task to oversee it now to make sure it's accurate, make sure it's consumer-facing, make sure it's legally compliant.

So I think it's replacing tasks, not necessarily people just yet. I was, uh, I think her name was, is it Julie Holmes who said, uh, yeah, Julie, 10-80-10 or the 20-60-20, something like that. Can you, can you touch on that? The, the human, the human loop, how important it is? Yeah.

I mean, obviously there's, there still has to be the human side. Our business is still relationship bound. And the one thing AI is not going to do just yet is replace the physical trust and relationship part. So while there's a big percentage of work and effort that can be done, At scale, you know, that other small percentage of, I still need to stay connected to customers. I still need to have conversations.

I still need to network and connect with people to create trust because AI is not doing that part. And, um, you know, there has to be a balance of it. And, you know, too many people get geeky about it and just say, it's just gonna do everything for me. Let's hope not because we lose our values really quick. Our value's still in relationships.

Trust and also making sure legality and compliance, especially in the title space as well, happens efficiently because that's important. Yeah. Uh, what are the most, uh, what are the most professionals still get wrong about marketing right now? What are they getting wrong? Um, you know, I would say that they're trying to use, um, AI to do things that maybe it's not quite there yet.

Like we see a lot of, um, it looks artificial. They're making things look artificial instead of more authentic. So a lot of the photos, a lot of the flyers that are being put out, a lot of the, the marketing they're putting out, they're letting AI create some of it and it looks like AI. In the stage we're in right now, some of the things they're putting out, they're not using at such a high level that it looks authentic. You could almost look at it and go, oh, that's AI.

Is that, uh, the term you use is, the term is AI slop? AI slop. Yeah, it's AI slop. And while it might look cool or something you couldn't create, it looks artificial. And remember, When people start to see something that might be artificial, it's gonna have a negative connotation.

Like it's not real, it's, it's just AI and it's being discounted as not authentic. Yeah. So while there are some ways to make things look really pretty amazing or to do things that sound truly like you, the mistakes being made are the very basic mistakes of just trying to use it when it doesn't look real, doesn't sound real, and it's being discounted as fake. Are we, uh, fully in a content-first world at this point with all the, uh, all the YouTubers, influencers, and all it's about content, content. Is that what it's at right now, or?

Yes. Um, especially with AI search, which is kind of the one thing we wanted to touch on today too. But— What do you mean by, uh, search? And, uh, you and I understand it, but I want to— Yeah, yeah, no, it's, it's for real. It's, you know, one of the biggest changes we also saw, I'm going to say it was probably now 3 or 4 weeks ago from this.

You know, Google made an announcement, I think it was on Times Magazine. It was a whole bunch of magazines, New York Post. Google has made the biggest change they've made in 25 years, and that's pretty much since they were born. And that change is they've given up all of their search, the way they've searched algorithm-wise. They gave it up to AI search, which is their Gemini platform, but it's happening across the platform.

So instead of now keywords, instead of ads popping up, instead of me trying to search through links. It's now we're gonna ask questions, which makes the consumer easier. So it becomes what we call AEO, answer engine optimization, AI engine, whatever they wanna call it. It's basically consumers asking questions and they're not asking 'em the way they used to ask Google. It is now something like, you know, who's one of the best real estate agents in the luxury market of Tampa to sell my condo?

Who's the top agent that has the most reviews, uh, that's gonna get me top dollar for my home? They're asking it like a question and AI is delivering it in answer format. And it's not only making recommendations, it's gotten so much faster and better. It's making recommendations and then even telling you why you should use these agents and what questions you should ask these agents. But here's the shocker.

99% of agents that might qualify to be in that recommendation aren't there. They're invisible. They don't exist. They're not being seen. They're not even in the game and they don't know it.

So if you're listening to this, you're invisible. 99% of you are invisible because when consumers are asking questions, here's where this content comes in again. It's looking for content in the written word, the video word, the video world. Who is the most respected person answering these questions in blog format, in, um, video, in social posts? And it's looking for the most credible person.

And if you have content answering that question in credible form, you're being pulled into the recommendation. And if you don't, you don't. Yep. So we're seeing, we're seeing top producers in markets that aren't even on the radar. But this applies to title agents as well.

Not just realtors. You know, you know, I really feel bad for this applies to every business in the universe. I feel bad for like the plumbers, the electricians that might be top of their game right now, but a consumer is going to ask, hey, I need a plumber that could be here in 24 hours and has the best reviews. Who do you recommend? And these top people are not going to be found.

I revamped our website specifically for what you're talking about for AEO optimization. And the first thing that, um, that, uh, some of my team is like, where are all the images? What happened to our website? I'm like, well, we built— we're not building it for humans. We're just building it for bots.

It's going to be searching for information. It's all about content. So that was like a shock to the system. Like, well, we may add some more images down the road. Yeah.

Well, and I'll tell you one thing we also learned is, I mean, you look, we knew things were going to happen. The way to stay ahead of this is, as much as I know real estate, mortgage, and title people, I could teach people. You could teach people. How to create the right content to get found and how to repetitiously put it on their blog, their Google profile, their Instagram. Even though we could teach them, I knew in advance that real estate agents, even the top producers, are gonna go, I know I need to do it.

I don't have the time, the bandwidth, the people, or the discipline to do it. So when we created Searchably, we just said, I gotta create a service to do it for them because they're The reality is it's gonna need to be done, but quite frankly, Searchably could be done for a plumber, an electrician, could be done for anybody because it's the physical work of doing it, not just the content, right? So yeah, when you're creating sites, one thing we noticed is when we're doing some social posts that are AEO specific, you know, we can't use AI photos. They're not authentic. Yeah.

So we're still, I, on our team, we actually have a designer now. A graphics designer that's using custom graphics with the right overlays and captions so that it looks good, has the right words, and it's authentic, not just some AI graphic. So it's a, it's a lot of heavy lifting behind the scenes, even though AI is doing some of the work. So it's still a process is what we're finding, you know? But you're right, photos, it's gotta be authentic.

It can't be just some AI spit-out photo. Yeah. What a, So what actually works today if someone wants to get attention and stay relevant? So the number one thing they gotta do is first identify, and we tell this on a, on a public stage, we'll tell everyone how to do it. You've gotta first identify what are the most common questions your consumers are actually asking these AI platforms.

And I don't care if it's Gemini or ChatGPT, like what are they typing? And you might go, how the hell are we gonna figure that out? It almost sounds like we're going back to Google 101 when we were trying to figure out keywords, keywords, right? You could either ask it, you could go to, um, answerthepublic.com. It'll show you what questions they're asking.

But let's say you identify 10 questions. One of them might be, you know, who's one of the most trusted title companies in, you know, South Carolina, whatever it is, in whatever state or geographic area. To sell my home or to close my property? That's a question. And you need to now start to create content that doesn't just repeat that, but answers that question.

Like, why is this a good company? Why does this fit this criteria? What's, what's in a good title company that I should be paying attention to? Written form blog, answer the question. Of course, sprinkle in a little bit of how you do qualify as one of those title companies.

And then it's where you place it. So yes, your, your website, your blog, we're back to that. But then again, the heavy lift is your Google My Business profile has become way more valuable now. You could put your blog post there, which is another login, but of course you'd go there and put it there. Shorter form, but it's there.

Then we optimize everything and we make it a LinkedIn post, an Insta post. And you could put it on, uh, you know, a Facebook business page. So there's certain places you could put it that AI is looking for that credibility. And, you know, there's a lot, there's a few more little detailed places like Reddit and a few others that are more magical, but for consistency, those are the core website, Google My Business, Insta, LinkedIn, and a few other social platforms. But you've been, uh, you've been big on video for years.

Uh, why is self— why is self-video still underutilized? Oh, underutilized. Oh, it's just easy. Fear. Fear.

And, um, I don't know, not me, but the, the, the quote I'll use is, I don't know what to say. I don't know what to talk about. Um, and this is perfect for short snippets. Like imagine if someone said, you know, what do I look for in a top agent when selling my home? That's a great 3-minute video.

Well, let me ask you, it doesn't have to just be about me. I'd be like, hey, if I lived in the, you know, Charlotte, North Carolina market, And I'm looking for a top agent. Here's 3 things I would look for in a top agent. 1, 2, 3, boom. That could be a nice short video snippet.

And too many people get stuck on, I can't do that, or I can't say it that way. And I say, listen, use the tools. Not only can AI shape it in your voice and can also make it, you know, 2 minutes long, so you stay within 2 minutes. And then use an app that, you know, the tele— I use teleprompter. I use teleprompter app.

Simple. But here's what, here's the one thing I'll even tell you one of my weaknesses. Like if you told me to, to create a 3-minute video, I could talk for 3 minutes easy, but would I hit the critical 3 bullets I want to hit in 120 seconds? No, I'd probably go 5 or 6 minutes. So I have AI create it in my voice to make sure it's 2 minutes long.

And then I use teleprompter so that it's in my voice. I can read it in my voice and I'm looking right at the camera and I know I'm nailing it to 2 minutes because it's only a 2-minute script. So it keeps me on pace. I'm good at talking long-form video because I can just go. Short snippets, I get all over the place.

So I have to use something to reel me in. Yeah. Um, what makes, uh, content actually engaging versus just posting for the sake of posting? You really need to think about the consumer first. What is it they want to hear?

And what are the things that— think about it. In our, in our case, the realtors, lenders, investors. Yeah. So, and this is where we, we change generic, um, digital junk mail garbage to something consumers want. You know, let me take a step back first and then I'll, I'll answer this more detailed.

Let's just go back to what people send out in digital mail first versus video. When I get in front of audiences, I ask 'em this question. How many of you have some kind of a system, CRM database, something that's sending out marketing to your clients on a weekly or monthly basis, whether it's follow-up or drip mail, whatever? And I watch the hands go up. Great.

Everyone hold it up. Look around the room. A lot. Good. Now let's flip the script.

You are now the customer. You're sitting at home on a Sunday morning with your cup of coffee. And you just got one of your own emails. How many of you, knowing the emails you sent out, how many of you were gonna go, A, I'm gonna open it, and B, oh, this was really good. I enjoyed this email.

How many? By show of hands. And I watch and it's like the hands come right down. So I said, you wouldn't even read your own stuff. Why do you send it?

Because if you think it's digital junk mail, you're really sending digital junk mail. So if you were a consumer, a homeowner, What would you wanna open? What would you find as content that's, hey, this is pretty good. I look forward to the next one. And that's what you have to answer.

And most agents are just doing it because that's what they're told to do. Or most title companies, they're sending out generic, like, respectfully, I don't need to learn, like, uh, if I'm in my life events and I'm not selling my home right now, I don't need to learn about title. I, I don't even care about title. I don't care about my, maybe my mortgage. If you're gonna show me how much equity difference or ways to improve the value of my house.

Or something that came out that's gonna help me save money. What does the consumer want? So you think about it, why don't you tie in life events, things that they're doing in their life? Like maybe show me the top 3 things that are happening in my town I might wanna do this weekend that I didn't know about. What are some things I could do on a rainy day with my kids?

Um, what are some things that are happening? Like just what's happening where I can enjoy life while you sprinkle in a little bit of your business so you stay top of mind. And we do too much the opposite, just automation, digital junk mail, and basically we're annoying our customers rather than engaging them. Yeah. So that's my— so video's gotta be the same concept.

Yeah. Let's, uh, move on to brand. How important is personal brand versus company brand today? I know this is very relevant when it comes to realtors, but I do believe it can apply to title agents as well, especially like sales executives. Um, you know, I think the, the corporate brand is important.

It stays relevant and clean and reputable. The personal brand is what people buy and trust. Like, respectfully, you're gonna buy, if I worked for just, you know, like just pick out RE/MAX or something, you know, RE/MAX as a brand has to stay clean and knowledgeable and people need to know it, but you're buying me, you're buying Jeff Lobb, the brand. So my brand is the trust and the engaging thing of what you're hiring. Because let's face it, I pick any brand, you're gonna find really good agents, you're gonna find really crappy ones.

Title business, people that are not diligent and people that are super high level, making sure that experience is amazing. So you're hiring that individual. That's where the trust is. That individual brand to me is more important to the consumer. Not to discount the importance of a corporate brand, it still needs to be clean and reputable.

But I think that personal brand's more important. You know, you're a business within a business. If someone had to pick one platform to focus on right now, where should they go all in? Well, it depends on what we're trying to accomplish. So let's break that down a little bit.

Like, the goal for title agents, this is a title agents podcast. So for title agents, B2B title agents. I mean, it depends on their level of expertise. You know, Claude has evolved a lot with Cowork and some other options. To me, I would say the Claude platform at higher levels is probably my thoughts where they should go, because then you go too deep into some other stuff, it might be too high level.

But I think for their level of experience in the title space, Claude, Claude Cowork, and creating systems. And really the systems you're talking about is anything that's being duplicated, anything that you feel Is a process you would love to streamline. We can save a lot of time and manpower by streamlining things. Just my thoughts. I'm curious, what are your thoughts in the title space?

Just to flip it a second. I share the same belief. We're all in on Claude, as you know, the whole Claude team. And the reason we went to Claude team is to have this shared knowledge base. Like when we have these different projects, like a brand and marketing project, They have team members in it when they create content.

It's based on company values, brand voice, RESPA compliance, has all these guardrails. So it's not just slop. It's not, you're not kind of generic, kind of like literally— Yeah. You've got to treat it like an enterprise. You got to treat it as your own enterprise level.

And that's, you know, and that's where there's a bit of a spend involved there too for it. But that's where if you're going to at least engage it, You know, then I say you get to a point where you don't wanna be so high level. We don't need title people to be AI gurus, right? We want you to be smart enough to understand how to use it, how it, how it can impact your business, how it could streamline things. Um, and then let's face it, if it gets to a point where it's beyond your level, find the experts that can either help you build, help you shape, find a partner.

You know, a lot of these underwriters, title underwriters we work with, they can partner with you. Find someone that's got a team. that's willing to invest in you so that you could also stay focused on creating title orders and generating business if you don't have that expertise. Because let's face it, you gotta still continue to operate the business. It needs cash flow.

Yeah. Uh, let's, let's go to, uh, practical execution. Yeah. Uh, what would a, a basic weekly content strategy look like for a title agent? Uh, content strategy.

I would take everything they have that's Currently outbound, outbound, I would start with marketing first. Anything outbound marketing, I'd look at it. What's that content look like? If it's generic, toss it. Don't change the system or automations.

I would first look to replace the content with consumer-facing content so that it was at least more engaging, more usable. Um, I also like to have some outbound marketing system that also tracks data too. I like to see how many people are opening rates. I, you know, I don't know what people are using for CRMs anymore, but I like to track opens and measure, is my message at least being looked at? So I would scrap generic messaging, convert it to consumer-engaging content.

That'd be first one. Second, I would change their socials. I respect, you know, someone at a title office holding a key, you know, and saying, yay, we had a closing. That's awesome. But I think we need to know more.

If you want to build like and trust in the community, And like and trust within your client base. They need something to like and trust. They need to know more about people. You know, it doesn't mean it's just always AI. AI can help you shape out the video or a script or do something, but it needs to be more, um, open about who you are as people.

What's your culture like? Teach them something they didn't know. Become a value to them versus just a, we had another closing, we're good at this. Like our service is the best. Yeah.

Change that. That'd be the first 2 things to start with. What, uh, what tools or systems do you recommend to stay consistent in, uh, in marketing? Um, as a, as a, like an AI assistant or, I mean, more marketing, um, platforms, like what's, um, well, first of all, Instagram, uh, TikTok. What, what, to me, I mean, Instagram is still probably the most visually appealing in the real estate space.

Yes, I do like TikTok a lot. I have a lot of attention there. Um, but the one thing that's a sleeper right now, if you're doing videos, especially if you're gonna do, and I see a lot of people in real estate mortgage title doing Instagram Reels, which is great. Instagram Reels and Shorts are great for IG, but the sleeper right now, and it's not gonna create more work if you already did a 2 or 3 minute video for Instagram. YouTube.

The sleeper is YouTube Shorts. Sure. You gotta get stuff on YouTube Shorts. And why is that the sleeper? Because it's a Google product, it's a Gemini baby.

And if I don't think, you know, I got asked a question the other day on a podcast, which is the most consumer-facing device, like, or, or a platform. And probably for most people, it's probably ChatGPT, like consumer-wise. It's becoming more of like their, you know, the day-to-day Google or browser. Claude for a little bit more advanced, but not many people are just saying, oh, I'm going to Gemini. But Gemini's gonna be the whole backend of Google Search, which they already said.

is turning to AI search. So I think it'll still be the powerhouse of AI search and having your videos on YouTube Shorts will also power that. So I, I think it's a sleeper and it's not more work. You're already putting it on Instagram. Just put it there as well.

Right? Same concept. Uh, what's something people are wasting time on that doesn't actually move the needle as far as marketing? Move the needle? It's probably their Their damn marketing that they're doing for day-to-day stuff, for their flyer inventory, for their listing inventory.

I mean, you're almost reading it, you know, you can almost read it and go, that's not that human. I mean, it's better, but it's not moving the needle. It's not making anybody jump through hoops. So while it's cool to have better listing language or better, you know, flyer marketing, it's not moving the needle. I think it's just better, you know, than maybe what you could have thought of.

But I don't think it's creating a difference, right? There's nothing wow about it. Um, you know, show me some, show me some top of funnels marketing where you're going to do something that gives value. You capture leads, you bring them down the funnel and convert them into sales. That's a different story, but not moving the needle.

The standard marketing that agents are doing in flyers and/or marketing flyers. What are some ideas? The top, you just mentioned top of the funnel for realtors. What are some kind of tools or strategies that are working recently? I mean, there's a couple different strategies.

My favorite is what I'll call the FOMO strategy, the fear of missing out strategy. Our consumers, us, we ourselves, we're in this Amazon effect world, right? Like we want everything now. We don't want to wait for anything. We're not patient.

The next generation below me, like I'll tell you about my kids. My kids get nuts that Amazon is going to deliver if I order now by 5:00 AM tomorrow morning, they're pissed it's not today. Like they're, it's, I mean, in some cases it can be today, but Like we're in a world that's so fucked, like where we were 10 years ago to now. Yeah. So the fear of missing out strategy isn't like misleading, it's generating the curiosity to get them to engage.

Sure. And it's something like, you know, and we use this in the real estate space a lot. Instead of telling me like, find out how much your home is worth, or find out how much. Yeah. We use consumer terms.

We'll use something like, one of the calls to action we'll use is, um, your neighbor's home just sold. Which is first of all indicator, right? Oh, my neighbor's home sold. Uh, your neighbor's home just sold, which impacted the value and equity of your home. Find out by how much.

Now think about that. First of all, everyone wants to know what their neighbor's home sold for. Even if your neighbor was 10 blocks away on the other side of town, they want to know. Yeah. That's why they go to Zillow and Zestimates.

But it impacted the value and equity of your home. Every sale impacts the equity and value of your home. But the way it's heard. So if I want to get somebody to engage in something, I drive them to that QR code where they want to find out how much equity they have or what did my equity go up or down. And I, and I apply this methodology to the same thing that's happening that does a really good job.

And I use this example on stage too, is I, um, I don't know if you subscribe to Credit Karma or Credit Sesame, any of those, right? Yeah. Here's the same use of that. I get the notification probably every month or 2. Your credit score just changed.

Like, son of a— what do you mean it just changed? Son of a gun. Oh my God. It didn't, like, did it go up? Did it go— I have to now log in and I have to take action because I need to know if it went up or down.

If it just said, hey, your credit score went up 2 points, I'd be like, ah, okay. No action. I'm good. Your credit score just changed. I have to figure it out.

I cannot allow myself to not know. What, hey, what just happened? Because let's face it, it could be something substantial too. So it's that engaging concept that brings people to the top of funnel, and then you need to learn how to nurture them through that, maybe for the next couple years, 'cause they, they may not be looking to transact anytime soon, but at least you have their data. You have their name and phone number, you have their real address 'cause they wanna see how much equity they have.

And now it's, Our, like our business, and I say this all the time, maybe in the title space, it's not real estate, it's not title. We're in the business of people. Mm-hmm. Real estate and title's the product. If we don't have the people that own the houses or the ones that send the orders to you, we don't have a business.

Yeah. So, so it's how do we attract that real estate agent? How do we attract that consumer and build a relationship there? Because they control the product. Which is a home, a buy, a sale.

Um, so even the mortgage space, the mortgage is the product, people's the business. That's right. So whether we break all this AI out, we are still in the business of creating relationships. We're just using AI as a tool to do things better, faster, more efficiently, and better than potentially humans could ever do. You know, 'cause marketing, no one was born a great marketer, right?

No one was born a great real estate agent or title agent. So that's how we're leveraging the tools. So, um, what does it take to stand out in a crowded, noisy market right now? Um, so let's define the market. Are we talking title market right now?

Uh, realtors, title. I mean, um, yeah. So, um, I'm gonna say this applies to most. We need to help them with their core problems of their business. That's one, one thing we find a lot of success in.

Like, you know, title companies at large, this, I do this for a living, so I know this. I walked into a title company, oh, maybe a couple years back, and I'll never forget the story 'cause it was, it hit exactly what we do for a living. It's 2 young, um, ladies came in and they were from, they were just coming in off the street and they're like, hey, we just got done doing a, a cool real estate event. And, and I'm like, oh, awesome. How did, who did you talk to?

What would, and they're like, how'd it go? And she's like, well, it went okay. I'm like, why wasn't it great? Like, what do you mean? Okay.

She's like, well, how many more, you know, how many more times can you talk about Title 101? I'm like, well, why are you talking about Title 101? Like, you're right. I wouldn't want, as a real estate agent for all my, I don't wanna sit there and listen to that. Like, what the hell do I, I mean, once I learn a couple basic things about your business, that's all I need to know.

I hired the experts, the title people to do that. So she's like, well, what else we gonna talk about? I'm like, how about solving the real estate agent's problems? How about teach them how to go get listings? Teach them how to convert leads.

Teach. Well, we don't know how to do that. Well, why don't you partner with somebody that does? Because we do that. We'll get, I said, why don't you be the one that invites them to my event that you host with me there?

I bring the value for you. So you put people in the room. Your job is to create relationships, period. Yeah. If I'm in the title space, if I'm like, I don't, I mean, you, it might be super smart.

Maybe you're an attorney. Share that stuff with them once or twice. But at some point, that's all they need to know. I don't need to know the mortgage, you know, intricacies of rates and deals, and I just need to know enough about how to introduce you to a solution. So if you have a client, bring content to them that solves their core problems, and that would be something of value to them versus thinking we're going to talk about our product that's of value to them because the You only can know so much.

So to me, that, that's where we have to think is what does the client need the most help with? And if you were a title company going, hey, what do you need the most help with? They might be thinking about title. Nothing. No, no, not about title, about your business.

What do you need help with in your business? And if you don't have that resource, partner with somebody that does. That's the way you're gonna get their attention. Can we go back to, uh, searchably.ai? That's the, the platform we created.

Yeah. Can you dig a little deeper with, uh, the goal is to, to make, um, businesses, realtors stand out in, uh, the new AI world and AI search. Can you dig a little deeper in how, um, how can, uh, realtors, uh, leverage it or businesses leverage the platform? Yeah. So really we're just staying in our ecosystem for real estate, mortgage, and title.

Um, we have a plan and we have a, a domain name and everything that goes with it to outside the real estate ecosystem for, like I said, it could apply to anybody. Okay. The, the landscapers, everybody. The premise is simply is we're doing the work, we're creating the content and doing the heavy lifting work to put it in the right site, the right sites with the right content to help them get found in AI search when consumers are searching. And we do the heavy lifting.

So we interconnect with their socials. We don't want their social logins. We have a platform that interconnects. You give us managers, Access to your Google stuff and other stuff. And all we're doing is creating the content, the right content written the right way that answers those questions.

And we're physically putting it in the right places for you while you go focus on your business. And we're doing it for, like I said, real estate, mortgage, title, because you could do the same type of questions in the title space. And let me even clarify, this is a mistake someone's been making the other day. They're like, I went to ChatGPT and I asked it about title companies and it found me as one of the top 3. I'm like, you can't be logged into your account.

It's biased to you. It knows you. You'll be number one in everything. 'Cause it, you gotta log out and either go incognito or go to a free version of some account as if you were a regular consumer, not attached to you, and ask it an effective question that a consumer would type in. And if you don't know them, go to answerthepublic.com, type in, uh, answerthepublic.com will show you What consumers are actually asking on AI platforms in whatever you type in for what you want it to look for.

So I would type in, Mo, like, gimme your area. Where are you sitting right now? What's your town? Vienna, Virginia. Vienna, Virginia.

So I would type in, just, I would put in the top search bar, title companies, uh, Vienna, Virginia, and it'll come up with a whole chart of AI stuff of what are consuming consumers asking about the title business. In that area. And there's questions. So you take one of those questions, go drop it into a neutral ChatGPT platform and see who it recommends. And then I jokingly say, don't get too pissed off if you're not there because you'll be like, how's it recommending them?

How's it like? And what's, what's killer is when you start to watch it work, it not only recommends you, it's like you could even like, well, who would you call first? You'd be like, well, I called Jeff first. Because he's the one that's got the most local sales. And he's a, it tells, like, by the time you're done, those 3 or 4 recommendations, I no longer need to go anywhere.

It's already sold me on 3 or 4 companies. So it's crazy how fast it's moving. We're getting a jumpstart. And the next level for this, and it's happening now, is there's ChatGPT ads being run. It's beta testing.

So obviously we're gonna end up doing ads for people, but I can tell you ads look significantly different than organic. Mm-hmm. results, just like when Google did it. So if you're not paying attention, you have to start to look as who's getting called in for it. And then we do a whole training on it, but how to find the source and how it just becomes a lot of work.

So when we created Searchably.ai, I know there's a searchable company out there. It's a big, it's a charting company. It's not us. Searchably.ai. We just said we have to have a service that does it and a team that does it because I just know people aren't going to do it.

Yeah. And that's all we figured. We'll provide that at least for the ecosystem of real estate for now, knowing that we could provide the same to all. And we see a lot of SEO companies trying to pivot very quickly. Yeah.

From SEO, 'cause, you know, and they might be trying, but they're also not creating content. Yeah. They're using other magical stuff, but it's not the same. It's content-rich stuff right now. Yeah.

So that's awesome. Well, um, We're coming to the end of the show. I always ask a last couple of questions. First one is, do you have a favorite quote? Favorite quote?

Yes. I'm really big on, not so much even on the AI side, but on the productivity side of things. I'm really big on helping people shape out how they plan their days and how they're finding— the biggest mistake in real estate mortgage title is most people aren't doing the right activities. To generate new business because it all ties back to sales for me. So my favorite quote is, you lose money in the gaps of your calendar.

And there's a whole process that goes to that is when you have a gap in your calendar, like you got a 2 o'clock and then your next one's not till 4:30, that gap of 2 hours, 2 and a half hours, are we doing things in that gap that's gonna make us money or are we doing just work? Like I'm following up on emails and I'm gonna go get coffee. Filler. So it's filler. But it's valuable time we miss.

So my quote is, we lose money in the gaps of our calendar. That's awesome. Your own quote. I love it. I know.

It's been authentic for years. And we do a whole training on that too, on top of it, like how to be more productive and kind of have a book coming out down that path down the road, hopefully by 4th quarter as well. That's awesome. How about a favorite book? Favorite book?

Yes. This year, this year's book. Mel Robbins, Let Them. Let Them. Okay.

Let Them, Let Them, Let Them Theory. Let Them. Yeah. That's awesome. That's awesome.

I cannot thank you enough, Jeff. It's tons of wisdom. And do you have any last words for our audience? My last words would be simply this, is don't sit around and wait for something to happen. Things are going to happen with or without you.

And just like when Social media was born, all these other things. Sometimes you wait too long and then you're always playing catch up and behind. AI is not going away. It's going to be built into everything you do. So just learn in small bites.

Just learn enough to understand, even if you're not going to be the person that does it all, you need to learn what it can do and how it can help you. And even if you found the right partner to create it for you, you need to pay attention. So that's my final thought. That's awesome. Well, thank you.

Thank you so much, Jeff. And Uh, this was an amazing episode and thanks a lot to Jeff. And, um, if you like what you hear and you've liked the show, please make sure to subscribe, but most importantly, give us a 5-star review. Until next episode, thank you everyone. Thank you.

In a world where change is the only constant, Mo Choumil stands at the forefront, guiding title professionals to not just grow their businesses, But to master the art of innovation. With every episode, you're handed the keys to unlock unparalleled growth and stay ahead of the curve. Get ready for a transformative journey.