Rick Gonzalez: The O.H.A.N.A Strategy

REE #244 Transcript

[00:00:00] Rick Gonzalez: Be the expert in those builders, be the expert in those communities, be the expert in your city, and show the expertise as you're talking to your audience. You don't need flames, and you don't have to do the whole Mr. Beast thumbnails on every video. You can keep it simple with the house, maybe the builder, and the price point. Trust me, Raj Sawh on YouTube—he's crushing it.

[00:00:23] Rick Gonzalez: Hey, welcome back to the Real Estate Excellence podcast. Today, I have a great returning super agent on the show. A great episode to kick off the first of 2025. If you are an agent who doesn't know what you're doing and want to approach this year differently for success, or if you're a new agent, this is an episode for you.

[00:01:01] Tracy Hayes: Real estate didn't just happen for him. If you listened to his original podcast last year, episode 170, you’ll know he put together a rubber-meets-the-road plan for new agents—or for agents who just need something different to move the needle in 2025. Let’s welcome Rick Gonzalez from Real Broker to the show.

[00:01:20] Rick Gonzalez: Man, I appreciate you having me back. We had a lot of fun last time.

[00:01:24] Tracy Hayes: Yeah.

[00:01:27] Rick Gonzalez: And I’ve got some new ideas. I appreciate you having me back so we can chat about them and share—and hopefully help others. But I’ve got to start off and ask you about that T-shirt you're wearing. You always have a good one on. What's “Real Done”?

[00:01:35] Tracy Hayes: You formed a particular group there, right?

[00:01:43] Rick Gonzalez: Yeah, so almost two years ago, Sharon Travazza—if listeners don’t know him, he’s the president of REAL and a good friend of mine—reached out. Sharon lives in California and is a big supporter of the military. Knowing I was a Navy veteran, he asked me and a couple of other veteran agents at REAL to start a military division. The idea was to create a group of agents around the country that could train at a level higher than just taking the MRP class. We wanted to ensure we were taking care of active-duty military and veteran clients at the level they deserve. That’s what Real Military is.

[00:02:24] Tracy Hayes: Excellent. Great there. Now, Rick, you sent me an email in early December. You've got some changes going on—you’re moving to Colorado soon. As an experienced agent who’s reached top levels and is respected in Florida, are you coming to our RE Bar Camp on the 17th here in Northeast Florida?

[00:02:51] Rick Gonzalez: I am. This is actually the first year in a while that I’m not going to be a facilitator. I think I’ll just be there to enjoy it. The last three years, I’ve been a facilitator there, but yeah, I’ll be there for sure.

[00:03:06] Tracy Hayes: Excellent. Real is growing here in Jacksonville quite rapidly. They’ve got a core group here that’s pretty excited. Even though they’re independent, they’re doing activities together. So, Rick, you’re moving to Colorado. Tell us about that and what’s going on. You mentioned you sat down this fall and asked, “If I had to start my business all over again, what would I do?” Is that what we’re going to discuss today?

[00:03:49] Rick Gonzalez: Yeah. We’ve been talking about moving to Colorado for a couple of years and finally decided to pull the trigger. We’re flying to Denver Saturday to go house hunting. Moving means starting over, and I had to ask myself what that would look like. When I moved here eight years ago, it took a while to establish myself. I was just starting to do Facebook Live videos and community interviews. I wondered, "How can I fast-track that process with what I’ve learned over the last 10 to 15 years?"

[00:04:25] Rick Gonzalez: I started thinking about how I could create more content without spending a high budget, while learning and absorbing as much community and market information as possible. At the same time, I want to get my name and brand out there quickly.

[00:05:20] Tracy Hayes: I think you’d agree that producing content isn’t instant gratification. You don’t post a video and suddenly have your phone ringing off the hook. It’s something that works in the background and builds over time as a long-term play.

[00:05:47] Rick Gonzalez: Absolutely. One of the biggest struggles for newer agents is consistency in creating content. They often say, “I don’t know what to post,” or “I don’t have any listings.” When I move to a new market where no one knows me, I’ll likely go back to being a buyer’s agent for a while. Without listings, it’s about how I can generate enough content alongside community interviews and stories to maintain consistency.

[00:06:40] Rick Gonzalez: Early in my career, I was taught to learn the market by visiting homes, neighborhoods, and condos in person rather than just sitting behind a desk scrolling through the MLS. You also need to create content and continually educate yourself through professional courses. I’ve got the education part down after 15 years, but now I need to learn a whole new market and create as much content as possible to establish myself as a go-to expert.

[00:07:39] Tracy Hayes: One of the fringe benefits of doing that is gaining confidence. For new agents or those moving to a new market, do you know where all the condos are? Do you know where the VA-approved condos are? When someone mentions a particular subdivision, do you know where it is? Gaining that knowledge not only makes you more professional but also boosts your confidence when working with clients.

[00:08:32] Rick Gonzalez: Right. And I think there’s truth to the saying, “The riches are in the niches.” Moving to a new market like Denver, which is a big city, can be overwhelming. But if I niche down to Castle Rock and even my specific neighborhood, I can quickly become the go-to expert in that area. Yes, I might lose some business in places like Aurora, but if I’m known as the Castle Rock guy, referrals will follow.

[00:09:48] Tracy Hayes: You gave me a list of things you’re planning, and one of the big ones is open houses. People might hear “open houses” and think, “Oh, here we go.” But you’ve got a specific plan for how you’re going to use them as part of your strategy.

[00:10:12] Rick Gonzalez: Yeah, I call it my “Ohana Strategy”—Open House Agent Network Opportunity. It’s a way to hit multiple goals in a single activity. Here’s how it works: I sit down with the MLS and find open houses that align with the types of homes I want to be known for—price points, neighborhoods, or specific styles. I attend these open houses not just to learn about the property but also to meet the hosting agent, learn about the builder, and gather information on the neighborhood.

[00:11:20] Rick Gonzalez: While I’m there, I ask the listing agent if I can do a quick walkthrough video. Most of the time, they’re happy to let me do it. I do a raw walkthrough, pointing out features like I would if showing the house to a client. Later, I add a voiceover with researched details about the property. This creates long-form TikTok content—sometimes 8 to 10 minutes—because TikTok’s algorithm is great for reach.

[00:13:11] Tracy Hayes: So, it’s like doing a showing for an out-of-town client but for your broader audience.

[00:13:19] Rick Gonzalez: Exactly. I also tag the listing agent when I post the video, so it gives them extra exposure too. Sometimes, I’ll offer to do an interview with them on-site, where they talk about the property or neighborhood. This builds relationships with other agents and generates collaborative content.

[00:14:40] Rick Gonzalez: If I do this three or four times in two days, that’s up to 16 pieces of content—one video a day for the entire week. This approach is time-efficient, cost-effective, and allows me to quickly establish a presence in the market.

[00:16:00] Tracy Hayes: That’s a solid strategy. Beyond content creation, the agent relationships you’re building are crucial. They’re going to tell you about things you can’t find in the MLS—like hidden details about a neighborhood or tips specific to that area.

[00:19:22] Rick Gonzalez: Absolutely. Building relationships with agents and other professionals is invaluable. If I hit four open houses in a day, I can have intentional conversations with agents about their market knowledge. It’s much faster and more enjoyable than sitting behind a desk researching. Plus, these relationships often lead to smoother transactions down the road.

[00:20:00] Rick Gonzalez: It’s also about expanding my network. From lenders to inspectors, I’ll need to rebuild my team in Colorado. By getting out there and meeting people, I’ll not only gain knowledge but also establish the local connections necessary to serve clients effectively.

[00:21:20] Tracy Hayes: That’s such a key point—rebuilding your team. When you’re moving into a new market, you need to find your go-to people: the best title companies, lenders, inspectors, even contractors. And building those relationships helps you learn all the little nuances of the area, like community quirks or hidden gems that give you confidence when working with clients.

[00:22:12] Rick Gonzalez: Exactly. Even small things like understanding what kind of driveway orientation works best in Colorado—like south-facing driveways that get more sun to melt snow—can be game-changers. That’s the kind of local knowledge clients value. And meeting other agents at open houses is a great way to learn those details.

[00:23:20] Rick Gonzalez: Plus, those agent relationships make transactions smoother. If I call an agent I’ve met at an open house and tell them I’m bringing an offer, they’ll already know me. That rapport can help make negotiations easier, and it shows the value of collaboration over competition.

[00:24:00] Tracy Hayes: Collaboration is huge. I think many agents see other agents as competitors and hesitate to build those relationships, but the reality is, your network of fellow agents is one of your strongest assets. Plus, if you’re promoting their listings in your videos, you’re not losing out—they’re likely going to reach out to you for opportunities in the future.

[00:25:20] Rick Gonzalez: Yeah, and I think fostering goodwill goes a long way. When you help other agents without expecting anything in return, it often comes back around. For example, I’ve referred clients to agents in markets I don’t serve, and those agents remember me when they come across opportunities that fit my expertise.

[00:26:40] Tracy Hayes: You also mentioned your digital mayor approach—being the go-to resource for a specific area. When you niche down to Castle Rock, you’re not just the real estate guy, but also the person who knows the best coffee shops, the best contractors, and the community events. That makes you more valuable than just a typical REALTOR®.

[00:28:10] Rick Gonzalez: Exactly. By focusing on one small area, you can establish expertise quickly. You don’t need to know the entire state of Colorado. Just dominate one town, one neighborhood even, and referrals will follow. People may not know Castle Rock, but if they’re moving to Colorado and hear about “that Castle Rock guy,” they’ll come to me.

[00:29:20] Tracy Hayes: That makes a lot of sense. I think newer agents especially struggle with this idea that they need to be everywhere and do everything. But focusing on a niche lets you build expertise and gain referrals even beyond that niche.

[00:30:40] Rick Gonzalez: And the best part is, it doesn’t require a huge budget. Like I said, you can start small—just grab your phone, attend open houses, and create authentic content. You don’t need fancy editing skills or expensive equipment to get started.

[00:31:50] Tracy Hayes: That’s such an important point. I think many agents get hung up on the production side of things. They worry about editing, voiceovers, or creating polished videos. But as you said, platforms like TikTok thrive on authenticity. People want to see real, unpolished content.

[00:33:20] Rick Gonzalez: Absolutely. The jankier, the better. A simple walkthrough video with your phone can perform just as well, if not better, than a professionally produced one. It’s about providing value—telling people what they can’t learn from the listing photos, like builder details, neighborhood amenities, or even personal insights about the home.

[00:35:27] Tracy Hayes: That’s gold right there. I think agents listening to this need to realize how accessible this strategy is. You can start tomorrow, visit a few open houses, and create your first video. It’s about showing up and providing consistent value.

[00:36:40] Rick Gonzalez: Exactly. And it’s not just about selling that specific house. It’s about putting yourself out there as the expert. The more you educate people, the more they’ll trust you, and the business will come naturally.

[00:38:27] Tracy Hayes: I love that approach. Thanks so much for sharing these insights, Rick. This has been a fantastic way to kick off the year—real, actionable strategies that anyone can start implementing immediately. Let’s connect again soon to see how your move to Colorado is going and what’s next on your journey.

[00:39:00] Rick Gonzalez: Thanks, Tracy. I appreciate it. Looking forward to seeing you at RE Bar Camp on the 17th!

[00:39:15] Tracy Hayes: Sounds good. Have a great day, Rick.

[00:39:20] Rick Gonzalez: You too. Take care.

[00:39:30] Tracy Hayes: This is going to be a great episode for anyone listening who wants to take action in 2025. Like you said, it’s all about building relationships, creating authentic content, and becoming the expert in your market. I think this approach is especially helpful for newer agents or those transitioning to a new area.

[00:39:50] Rick Gonzalez: Absolutely. My main advice is to just start. Don’t overthink it or wait for everything to be perfect. Go to an open house, shoot a simple video, and start building those relationships. The consistency will pay off over time.

[00:40:15] Tracy Hayes: Well, Rick, thanks again for being here and sharing these tips. I know our listeners will find this super valuable. Best of luck with the move to Colorado. I’m sure you’re going to dominate Castle Rock in no time.

[00:40:30] Rick Gonzalez: Thanks, Tracy. I appreciate you having me on. Let’s catch up soon and talk about how it’s all going.

[00:40:40] Tracy Hayes: Sounds good. Take care, Rick.

[00:40:45] Rick Gonzalez: You too. Bye