What Zillow Knows About Your Clients (That You Don't)
Zillow knows their price range. It doesn't know their daughter started college. You should.
Zillow Has the Data. You Have the Relationship.
Zillow knows what your client searched at 11pm, their price range, their zip code, how many times they looked. Zillow does not know their daughter just started college. You should. That’s the whole game.
- Open the contact and find At-a-Glance. A lead is data, a phone number and an email. A relationship is knowing what matters to someone. Nobody refers their best friend to a data point.
- Type four letters: F-O-R-D. Family, Occupation, Recreation, Dreams. Fill in what you know. “F: married, two kids, oldest at UNLV.” “O: VP of ops at a logistics company.” R and D are almost always blank, and that’s not a problem. That’s your next conversation.
- Pair it with the AI summary. Right above the timeline, Cloze pulls a summary from your recent emails, texts, and notes. Ford tells you who they are. The summary tells you what’s happening right now. Together you walk in like you never left.
No algorithm can do that part. That’s you.
Your assignment this week: Pick five contacts right now, add the Ford lines, fill in what you know. The blank lines you find are your next four conversations. (No AI summary yet? More, Settings, Smart Suggestions, toggle on summaries.)
Transcript
I got bad news. Zillow knows what your client searched for last night at 11 o'clock. They know what they shared. They know their price range, the zip code.
They know how many times they looked. But I got great news. Zillow doesn't know that their daughter just started college, and you should. Hi, I'm Kyle, and this is Tool Time.
Here's the difference between a lead and a relationship. A lead is just data. It's a phone number. It's an email.
But that's not what a relationship is. A relationship is knowing what matters to someone. And no one's going to refer their best friend to a data point. And that's where Ford comes in.
Family, occupation, recreation, and dreams. Open any contact and close, and take a look at the at-a-glance section. This is where you're going to type four letters. F, O, R, and D.
Now fill in what you know. Maybe it's F, married two kids, oldest just started at UNLV. Or, O, VP of operations at a logistics company. And then you have R, and then you have D, and those are almost always blank.
But you see those blank lines? That's not a problem. That's your next conversation. And if all four of them are blank, congratulations.
You have so much to talk about now. You know exactly what to ask. What do you do for fun? What's on your bucket list?
Every time you learn something new, you just come back here and add it. It takes all the 10 seconds. But here's where it gets powerful. Before your next call, you're going to open up their profile, and you'll see two things.
You'll see your Ford notes in an at-a-glance section, and right above the timeline, your AI summary. That summary pulls from your recent emails, texts, and any notes that you have to catch up exactly where you left off. Ford tells you who they are. The summary tells you what's happening right now.
Together, you walk into every conversation like you never left. Zillow can't do that. No algorithm can. That's you.
So your assignment is easy. This week, you just have to pick five contacts, and pick them right now. Open each one, add the Ford lines to their at-a-glance section, and fill in what you know. I guarantee you'll find blank lines.
And those blank lines are your next four conversations. And if you don't see that AI summary above their timeline, super easy. You're just going to go to More, Settings, Smart Suggestions, and toggle on summaries. That way, next time, you'll open a contact.
You'll have everything you need all in one spot. See you next week.