John Gafford

Perceived value is what people say about you when you're not there.

Perceived value is what people say about you when you're not there.

Perceived value is what people say about you when you're not there.

Yeah. Yeah, that's everything in this business. Because I know some people that are very skilled at what we do, very knowledgeable. They understand the math of the market. They understand leading indicators in different parts of the stock market, the bonds that affect our market in a different way, but yet they don't sell the most houses.

Yeah. Yeah, that's everything in this business. Because I know some people that are very skilled at what we do, very knowledgeable. They understand the math of the market. They understand leading indicators in different parts of the stock market, the bonds that affect our market in a different way, but yet they don't sell the most houses.

Yeah. Yeah, that's everything in this business. Because I know some people that are very skilled at what we do, very knowledgeable. They understand the math of the market. They understand leading indicators in different parts of the stock market, the bonds that affect our market in a different way, but yet they don't sell the most houses.

They make these amazing YouTube videos about what's happening in the forecast for what's going on, but they don't do the best in the marketplace because... This particular industry respects reputation more than anything else. The best person is not always the best person here. It's all an illusion.

They make these amazing YouTube videos about what's happening in the forecast for what's going on, but they don't do the best in the marketplace because... This particular industry respects reputation more than anything else. The best person is not always the best person here. It's all an illusion.

They make these amazing YouTube videos about what's happening in the forecast for what's going on, but they don't do the best in the marketplace because... This particular industry respects reputation more than anything else. The best person is not always the best person here. It's all an illusion.

To me, I genuinely believe a high-end client is looking for the person they genuinely believe is going to get them where they want to go as far as accomplish their goals with the least amount of friction. And in the high end, especially, they don't want to educate anybody. You have to kind of understand how high net worth people work, how they think, what their expectations are.

To me, I genuinely believe a high-end client is looking for the person they genuinely believe is going to get them where they want to go as far as accomplish their goals with the least amount of friction. And in the high end, especially, they don't want to educate anybody. You have to kind of understand how high net worth people work, how they think, what their expectations are.

To me, I genuinely believe a high-end client is looking for the person they genuinely believe is going to get them where they want to go as far as accomplish their goals with the least amount of friction. And in the high end, especially, they don't want to educate anybody. You have to kind of understand how high net worth people work, how they think, what their expectations are.

They don't want to educate you to their needs. They just want somebody that understands those things. And I think that is the key to it.

They don't want to educate you to their needs. They just want somebody that understands those things. And I think that is the key to it.

They don't want to educate you to their needs. They just want somebody that understands those things. And I think that is the key to it.

With the least amount of friction. That's exactly what I just said.

With the least amount of friction. That's exactly what I just said.

With the least amount of friction. That's exactly what I just said.

Well, you know, it's funny. The one question that all of our people – we have a lot of people. I've got 585 agents that work for us here. We have a very large company.

Well, you know, it's funny. The one question that all of our people – we have a lot of people. I've got 585 agents that work for us here. We have a very large company.