On this episode of the Lab Coat Agents Podcast, Jeff talks to Allan Dalton. He has 50 years of real estate experience. He will soon be inducted into a Real-Estate Hall of Fame, chief executive officer of Real Living Real-estate, a Senior Vice President with multiple platforms, and experience in the real estate space. In addition, Allan has authored a book called ‘How To Develop a 6 Figure Income in Real Estate’.    Episode Highlights: When Allan was at Murphy Realty, he created all the national marketing systems for brands like Century 21 and Better Homes & Gardens. Allan explains what happened with the Boston Celtics and what happened with his basketball future. What about realtor.com? Iinitially, many realtors and brokers hated realtor.com, but the consumer didn't. The consumer loves the site.  Allan almost enjoyed and rejoiced over all the attacks because of his sports and competitive background. It felt like he was in battle, and it was invigorating.  There is no correlation between artificial intelligence and work ethic. Still, we are in an instant gratification and transaction-driven industry. According to Allan, we are competing with disruptors that will invest billions of dollars in taking over the first part of contact with the consumer. Allan points out that we don't have an image problem. We have a value problem because many consumers perceive a real estate transaction as a feat inflated defense that they have to subsidize. The key to the future is developing relationships with people you don't know yet, and so we've got to shift that focus, says Allan. If you don't influence the outcome, you just facilitate a transaction that is predicated in predetermined conditions based on what the market is going to determine. In the industry, when we self-identify as a listing agent, we strip out all value. We make ourselves bold, vulnerable to disruption. We make ourselves for artificial intelligence.  Realtors have to figure out, or they have to strategize to position themselves to where they are going to be the ones getting in front of the buyer, says Jeff. Everybody will have to continue to pay for referrals or pay to be a preferred agent or whatever to get leads from the Internet because no one's efforts will translate that.  The industry does not fully grasp the difference between serving the community and representing the community, says Allan. The greatest opportunity to prevent listing side disruption is to go beyond the Google search and do world-class community videos.  Data and information have the lowest level of value in the information age, and knowledge and wisdom have the greatest value. No one has more knowledge of the community. Allan suggests we have to do something that people can’t experience on the Internet, and no one at Google has been driving around the community for 20 years.  People have to understand the difference between social networking, social media, and social media marketing.  Most realtors look to sell more homes, but Allan's focus is on selling homes for more.  Allan suggests you have got to be the person who has encyclopedia knowledge, and that collapses into the most mesmerizing, correct, accurate rendering.  Marketing is first determining the unmet needs of the marketplace and then creating goods and services to respond to those needs effectively.   3 Key Points: Allan has seen and been a part of some massive things. Allan shares one of his most proud accomplishments related to real estate. The industry has to move from search engine optimization to what Allan calls seek engine optimization because hundreds of millions of dollars are going to be invested in persuading home sellers to now select their agent based on rating reviews. Allan suggests every person should ask themselves two questions:  1) "What do I do now that my competition does, but that I do better?” and 2) “What do I do that no one else does?"    Resources Mentioned:  Lab Coat Agents | Website | Facebook | Facebook G