All right, welcome back to the podcast. Really glad you're here. And it's my job to make sure that you're glad you here too. Because on this episode, I really think this one like can be a game changer if you're trying to grow your business you know the right way so

let's talk about something that gets a little twisted uh in today's marketing world which is

what's the difference between being famous and being familiar the difference between being

famous and being familiar but one thing i have found is, you don't need to be a celebrity, right?

You don't need a thousand or you don't need 100,000 followers or some viral video that gets shared by some dude named Chad who lives in his mom's basements.

No offense to my people named Chad. That's not where the business comes from.

But what you do need is you need to be familiar to somewhere between 100 and 150 key people.

That's it. So like your database, a few dozen real estate agents, you know, top producing

real estate agents, and your referral partners, whether they're attorneys, financial planners,

right? You get the idea. And so it's about people that kind of know you or people that should

to know you if they just knew you a little bit better, right? Which brings me something that,

that's called the 7-Eleven principle, the 7-Eleven principle. So the idea behind the 7-Eleven

principle, it's the idea that in order for somebody to really feel comfortable referring to you

or doing business with you, they need about seven hours of exposure spread out on 11

different touch points across four different platforms. So 11 hours of exposure. Maybe, and maybe

that's a, maybe you do a one hour class at the Realtors Association, you do a 30-minute phone call with them.

They listen to a podcast episode where you interview another top-producing real estate agent,

and that's 30 minutes.

But they need about seven hours of that exposure spread out over 11 different touchpoints.

So it's not spending one time seven hours with them, right? It's like, you know, maybe a three-minute video would be one of the touch points. So it's not spending one time seven hours with them, right? It's like,

you know, maybe a three-minute video would be one of the touchpoints and maybe a 10-minute phone

call, a 30-minute coffee appointment, a 45-minute Zoom meeting that you have with them. Right. So that's

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