Brett:

Fantastic. Let me see if I got that correctly. And I love it by the way. So 3d form of the first one is defined and developed display and as it defines, you want to extract the WHO behind the person, right? And the why behind the person as well as the why behind the passion of what that person is doing. And I’m part of that when you’re doing that discovery phase, and you’re helping to extract and learn the story and learn about the person, you’re looking for that point of differentiation so that you can highlight that, as well as connect that on how they’re going to be helping the people they’re serving. So maybe we can dive into that a little bit more Tonya there. As far as the point of differentiation. I think that’s really interesting. You know, what’s been the most interesting way that you’ve been able to, or just maybe a recent study for somebody like what, bring that a little bit more to life? What was the point differentiation? How did you know it was and what are the signs for that?

Tonya:

Okay, so let’s go with a young lady that’s in one of our programs right now, and she came into the program and she was young, she was a military spouse. She was a very patriotic young lady. She loved working with first-time homebuyers as a new as a newer real estate agent. So we looked at the things that set her apart from those things military spouse, very patriotic, loved helping people who were trying to do their secure their first home, just like she had recently done herself. And those were the people she wanted to attract. So in doing so we thought, okay, how are we going to write this story in effect about you and get this out to the world, and position you as somebody that they would want to work with. So the first thing we did in the Define Phase is, we looked at who our ideal customers were. And that’s what we just talked about. We also looked at those things that set her apart. And then we came up with what we call a brand identifier. Now you guys might be more used to the term slogan or tagline, we created the term brand identifier, because we really felt that’s what a slogan or tagline does, it identifies or should know, for sure, exactly, should do. Yeah, should identify what you stand for who you are, what you stand for. And so her brand identifier is American Dream agent. And so she became the American Dream agent. And what’s so important about that is, is that first glance that 75 miles an hour boom, you know, it’s not just the realtor logo and house behind you. But it’s this big logo that says American Dream agent. And it’s just attention-getting captivating. And at first glance, you think this is different, this is unique. So then when you dig a little bit more into her brand, maybe the elevator pitch, or her biography, or some of the other things about her, you realize, this is the person I want to work with if you’re her ideal customer. So that’s one example.

Brett:

That’s a great example. I love that. So you’re, you’re taking what’s real, what’s factual in her life, what she’s also passionate about, she’s patriotic, the facts are, she’s a young military spouse. And she also loves helping people to get home secure the first home, that you’re helping her write that story and bring those things out. And then you’re doing that through and then you’re kind of summing that up in a brand identifier, which is the American Dream agent. That makes sense. It’s really cool. It’s kind of like a, like a one-liner or, or just something that’s going to be quick to identify, is that a fair summary? Fantastic. So let’s move into development now and display cuz I know there are two others. And we have too much time. So maybe do you want to start off, Tonya, and tell us a little bit about the second part of the 3ds, which is developed? What define that? And what are some of the steps there?

Tonya:

Okay, in that phase, we’re going to develop all of the pieces and parts, we like to call them brand elements that we’re going to utilize to put together to put out there in the world to tell your story. So here are some of the elements. First and foremost, we create the brand messaging. And messaging is any language that you use to tell your story. And an elevator pitch. For instance, as part of the brand messaging, we created something we call signature sound bites, and sound bites are just that their sound bites their highlights of your brand at a glance, maybe bullet points, and their signature because they only belong to you. So those tell a little bit more of your story. And then the biography tells the full story of what sets you apart, not just professionally, Brett, but also personally. What are those things that influenced you in your life? Who influenced you? What’s your story? Why did you choose real estate? Why did you choose to do business with the people that you’re choosing to do business with? How does it make their life better? Which all goes back to the five major questions that every great brand must answer? And we answer those in brand messaging? I’m going to give you these five, and I encourage everybody to write them down. Number one, what sets you apart? Number two, exactly who do you serve? Number three? How do you serve them? Number four, what qualifies you to serve them? And five? How does it make their life better? We answer every one of those questions in the brand messaging in detail in detail. Then the other part of brand development is the imagery. So we’re going to create things like we’re going to figure out what your brand colors should be, what your personal brand logo looks like, we’ll create that the brand imagery that associate is associated with your brand. It could be background imagery, it could be any sort of icons or imagery that is associated with the look of the brand. And then finally, a photoshoot for each brand face coming into the program, making sure that the image you’re trying to portray is correctly portrayed in your photos.

Brett:

Excellent. So you’re developing and building the assets which are a part of your brand.

Tonya:

Got it. In fact, we call it their brand assets all into a folder so that everything’s in one place.

Brett:

Awesome. That’s pretty straightforward. That’s amazing. And obviously, that’s the detail-heavy lifting that you’re helping people do that and always say hire the who don’t beat the hell right like you’re really good at what you do. And you’re really good at being the marketing experts, right? Who could help you build these assets? Don’t try to be both right, that’s where we either aren’t going to show as well as we could show and, or maybe not get all of the assets done that we should be getting done. So love that. So define develop, let’s jump right into the display, because I think that’s with the time that we have going on there, you want to touch on display, Michael, and then Tonya, you can dive in after that.

Michael:

very quickly. Yeah, the display is just what it says you got to learn to display that consistently across every platform that you show up period. And it’s very important. And the reason that we display sounds easy but is a failure. And a lot of times when people are doing their branding is because they’re not consistent about it. But we know that Immutable Laws of marketing, we didn’t invent that it’s much older than us and His time is tested and age proof that you have to show up 7, 11 and 21 times in somebody’s life if you really want to start to make a difference in the community, you serve seven times that you need to show up before they start thinking about your name 11 times with your name associated what you do 21 times before they start to do business with you. So it’s very important when they go to any of your social media, when they go to see any of your posts, when they see any of your writings, when they go to your website when they go to any ancillary Billboards, radio commercials, anything, it has to be the exact same message, or you’re going to lose one or two of those times that it takes to stick in somebody’s mind.

Brett:

I love I love that. Tonya, do you want to add anything else to that on the display part?

Tonya:

Just that when it comes to the display part, you’re pulling all those branding elements together in terms of graphic design, just utilizing them and infusing your marketing platforms with your branding elements. And we tell people to breathe your brand, be the American Dream agent, you know, be whoever you are, you’re going to be and that’s pretty much the display. I mean, just own it.

Brett:

Yeah, we’re in commercial real estate brokerage. Right. And myself, I’m a broker. So I started out at and one of the things they say is don’t be a secret agent. Right? Right. Secret Agent, right? Like literally, I literally say breed that right. And part of what do it is capital gains tax solutions like we literally live and breathe capital gains tax deferral, using something called the Deferred Sales Trust. And it’s something we talk about every single show. And we try to apply it to people scenarios that are selling highly appreciated assets and looking for ways to eliminate the 1031 exchange for capital gains tax on crypto, but it’s something that’s literally and I try to put out a video every single day on YouTube, right? We’re probably recording four to five, six podcasts a week, right? And we’re releasing content constantly. And so I love the 711 and 21 times and I and absolutely tell everyone to who’s listening, it takes that consistency, right. And there are different hacks and different systems that you can help to become consistent, right? Cuz when I first started my podcast, my YouTube channel, like it was like, Oh my gosh, this don’t even release one episode a week. Now we’re already seeing three podcasts a week. And part of is because we built up a bank of assets, these podcast episodes, these videos. And as part of, because we go on different go on different shows that people on my show, and you create systems and processes. And then you just batch it all together. Like we only record on Wednesdays, that’s my only day. And we do have typically back-to-back-to-back about back and we knock them all out. Then the rest of the time I can focus on building the business, serving my clients in helping out so it sounds overwhelming. But this is also why you want to hire coaches and people like Tonya Michael. And by the way, if you want to get started, go to brandfacestar.com. But I want to let you know that coaching and having someone hiring who is not being the how is what helps you to get out of the procrastination loop and or the I’ll do it myself. And then it oh, I kind of get distracted. And then I get discouraged because I never got it done. And instead, you get somebody alongside you to help you build this and do it the right way. The first time I’ve grown up in the bay area with my dad building houses my mom, my dad always says don’t move bricks twice. I don’t do the work twice that you can do one time make sure you have a plan and a process and a system in place. So you’re not just moving one thing just to turn it on have to move it back or to a different place. And I think it’s so vital for those who are in the marketing world or any business role to have a good marketing team to help them build that. Any thoughts on that Tonya or Michael?

Michael:

Well, I’d like to say this. This I tell everybody the secret to my success has been hurt, right? Because I was that guy that was wasting time procrastinating or, you know, knew that I had it couldn’t get it all together. I’ve always been a marketer. I wasn’t a Brander until I met her and she taught me how to do it. And ever since then, our company has doubled in sales volume every year since the day that I met her and we the outlook is unbelievable. And we follow the same principles we teach everybody every day.

Tonya:

And I’ll be back on that Brett by saying this one thing. I think the biggest mistake that a lot of people make is trying to market before the brand is built. Because there and I think the confusion perpetuated by a lot of well-meaning people out there, you know, they’re saying, Hey, we’re going to help you build your brand, we’re going to help you build your brand. But really, they’re selling a marketing tool. They’re helping you, quote, build your brand by using video or build your website, by building a website, doing those various things. But what they’re doing with the marketing tools, those are designed to help you promote your brand not build it, you need to know what that brand is going into the marketing so that you don’t end up in what we call the sea of sameness, which is quite a bit of what real estate is.

Brett:

That’s so worth the price of all of this whole podcast. That’s such a nuanced, right? Don’t make the mistake of trying to market before you build the brand. And so just like you would build a house without a, you know, a blueprint and a design and a team and a contractor and a plumber and electrician all the things lined up. Like you’re not going to go to start you know, hey, I got a house for you don’t have anything yet. Like you want a service. We have expertise but make sure you’re doing it right. So absolutely love it. So we’re running out of time here. Are you guys ready for the lightning round? Yeah, ready firewall. All right. So knowing what you know, now, if you go back to your 25-year-old self with the one golden nugget, make sure to tell yourself to do well with Michael, and then we’ll do Tonya will go back to back.

Michael:

Okay, I would be bolder, I would tell myself to be bolder,

Tonya:

I would say take care of yourself, a little bit more your health, make sure that you take care of your health because it’s the number one thing in life and do that first and the rest will follow.

Brett:

Excellent. The second question, what’s the number one book you’ve recommended or gifted the most in the past year?

Michael:

My book, BrandFace for Real Estate Professionals. I would say honestly, in all fairness, The Alchemist is my all-time favorite book outside of the Bible. And I think it’s fantastic. And I gift it probably nearly as much as the Bible.

Tonya:

I gifted this a couple of times. But it’s a book that I’ve only read recently, even though it’s been around forever Siddartha. And in Siddartha is, you know about a young man in ancient India, who grows up and goes on this journey of self-discovery. And it’s very complex, but there are so many lessons to be learned from it, similar to the alchemist in a lot of ways. But that’s a fantastic book.

Brett:

Fantastic. The next question is this. What are you most curious about right now?

Michael:

I have to go first on that. Honestly, learning Hebrew.

Tonya:

I will say I’m most curious about future podcasting. Like what’s next for it? I’m always keeping my eye on that. Because, you know, we’re having one podcast and about to launch another one in January. I want to know what things creatively can we do to engage the audience more to keep them coming back when there are so many other choices? It’s just like branding, right? Branding plays such a big part in all of that in technology. That’s where my curiosity level is.

Brett:

Fantastic. Next question, what’s the biggest frustration when it comes to 1031 exchange and or capital gains tax deferral for assets that are highly appreciated?

Michael:

Personally speaking, it’s always about the timing. So being a real estate investor myself, always looking to try to buy bigger assets, and having to sell smaller, an equal amount of smaller assets to get to that. And being somebody that has been invested heavily invested in rental income-producing properties, I find that to be really harder to do, especially on the residential side. So it’s definitely the timing and having to take smaller assets to equalize going after something much bigger than that.

Brett:

Tonya anything above that.

Tonya:

I really don’t have anything to add to that. Because I’m not in the real estate field. I spent all my time in branding and marketing. So I don’t really know much about 1031s.

Brett:

That’s fine. So and we call it the shotgun wedding, Michael and Tonya, right, where you got to get engaged in 45 days and married in 180. And then the other part of that 1031, and it’s really frustrating is the fact that you have to do equal or greater value, right. So if you sell an asset for a million, you got to buy something for a million or better in order to defer the tax. And oftentimes, our parents taught us to sell high and buy low, they didn’t teach us to sell high and buy higher 180 days later, right. So the very fact that we’re selling for a higher price can at times put us in a poor position to buy something at a higher price, and that’s where we have a solution to that for our listeners who are wondering it’s called a Deferred Sales Trust, you can learn about capital gains tax solutions, but we can help you save your failed 1031 Exchange, never worry about it sent through and ever again, never worry about having to sell high and buy higher. You can invest it into stocks, bonds, mutual funds, you can go back into hard money lending, you can go back into fix and flips ground-up development. We said a deal in Tennessee for a client who sold a $2.6 million business which by the way, temporarily doesn’t work for deferral the tax. And then he’s building 70 multifamily units in Tennessee all tax-deferred, right. And my mind blew up when I heard about this in 2009. After the crash and seeing friends and family clients lose a lot of wealth, partly because of the 1031 and overpaying and it’s changed everything. And for those who want to learn about that they go to capitalgainstaxsolutions.com. Our second to the last question here. What’s the number one leadership coach or theme that you strive to live by?

Tonya:

My favorite quote of all time belongs to Dr. Wayne Dyer. And he says when you change the way you look at things, the things you look at change. And it’s all about the positivity of the mind. And I think that’s really important in leadership because if you don’t keep a positive mind and a positive outlook, your followers aren’t going to do that either.

Michael:

I would say mine would be not a direct quote. But you know, you have to approach life from a position of abundance if you’re going to be a leader because the people that you’re trying to lead expect that from you. And quite honestly, I feel like if you don’t approach life that way, then you can’t be a leader.

Brett:

Fantastic. We’re out of time. For our listeners who want to get in touch with Tonya Eberhart and Michael Carr. Would you remind them one last time maybe Tonya, where everyone could find you both?

Tonya:

brandfacestar.com is where you can learn more.

Brett:

Perfect, Tonya. And Michael, I want to thank you for being on the show. I want to encourage you to keep using the gifts and talents you’ve been given Tonya to help others see their self-worth. Make a complex brand simple and effective. And Michael also continues to not be shy, be in front of others, and give empathy and connection with others. And in all things real estate to keep helping people build wealth in real estate. I think that’s really amazing. I also want to thank our listeners for listening to another episode of the Capital Gains Tax Solutions Podcast.