From Zero AI Experience to a Full Content Workflow in 9 Months [Endless Customers Podcast Ep. 168]

This transcript has been generated by AI and not checked for accuracy. 

00;00;00;03 - 00;00;25;25
Bob Ruffolo
Nine months ago, Tori Salomon was using AI the way most of us started as a slightly better search engine. Today, she's built an entire automated AI workflow that picks her blog topics, runs her keyword research books for interviews and emails her team the questions before they walk in. So what happened in those nine months? Well, the owner of her business, Robin Martin, her her in charge of marketing, not because she was an AI expert.

00;00;25;25 - 00;00;47;02
Bob Ruffolo
She wasn't. Instead, he picked someone he knew would go figure it out at the highest level. And there's a good chance that maybe somebody in your team is just like that. So today, Tori walks through her entire build step by step so you could run the same thing where the AI takes over, where she takes it back, and the one thing to set up so it comes out and sounds just like you.

00;00;47;03 - 00;00;50;03
Bob Ruffolo
Let's get into it.

00;00;50;05 - 00;01;08;25
Stephanie Baiocchi
You're listening to the Endless Customers podcast, brought to you by the team at impact. Endless customers is the proven system to become the most known and trusted brand in your market. If you want to learn the principles of endless customers and how you can implement them in your business, pick up a copy of Endless Customers, a national bestseller wherever books are sold.

00;01;08;26 - 00;01;30;13
Stephanie Baiocchi
Ready to start implementing endless customers in your business? Talk to impact about how our coaching program can help you implement endless customers to success. And if you want to experience endless customers in person, don't miss our upcoming event! Endless Customers live in Hartford, Connecticut, October 5th through the seventh, 2026. Registration is now open. And now onto the show.

00;01;30;14 - 00;01;33;00
Stephanie Baiocchi
Here's your host, Bob.

00;01;33;02 - 00;01;53;23
Bob Ruffolo
All right. And welcome everyone to another episode of the Endless Customers podcast. Today we have a great episode. We have one of our clients, just an incredible company called the Premier Home Team. We have their owner, Robin Martin, who's on with us today, and their head of marketing, Tori Salmon, is on with us as well. And so guys, thank you so much for being on today.

00;01;53;23 - 00;02;05;08
Bob Ruffolo
We have a great example to share, so I'm so excited to jump into it. So Robin really quick we will start with you if you can. Can you tell us about yourself and your home team a little bit.

00;02;05;11 - 00;02;38;08
Robin Martin
Yeah. Happy to. My name is Robin Martin. I've been a real estate agent since 2019. I started Premier Home Team in 2020, and we're a team of about 15 agents, and we have about six full time administrators. And we're we're we we joined endless customers because we wanted to find ways to to not only kind of take our marketing into a new age, but also to kind of balance the way in which our team sources its business.

00;02;38;10 - 00;02;40;26
Robin Martin
So we've been with endless customers now for nine months.

00;02;40;27 - 00;02;48;28
Bob Ruffolo
About nine months. Yeah. And you've been working with with Allison Bellis on our team and Mandy York primarily, and a few others probably too. Right.

00;02;49;01 - 00;02;51;27
Robin Martin
Yeah. Yeah, they have been unbelievable.

00;02;52;00 - 00;03;06;20
Bob Ruffolo
Oh that's great. Yeah, we think very highly of them too. And they think very highly of you and the business that you're running and the things that you guys have accomplished as well. And the other thing I love about you, Robin too, is you bring a lot of energy to our events. So it's been great seeing you at our conferences.

00;03;06;20 - 00;03;21;07
Bob Ruffolo
And and I really do appreciate you going to those all the time. Yeah. Good. And and Robin, how long have you had somebody owning marketing inside your business?

00;03;21;09 - 00;03;54;00
Robin Martin
Well, we actually started that process when we when we started with endless customers. To be honest, it was pretty. It was everyone's job, which meant it was no one's job. And that was marketing was not something that we had KPIs for or really, really handle in a professional manner until until we started coaching with you guys. Great. And that's been a significant difference for us because there's no coherent strategy.

00;03;54;00 - 00;03;55;10
Robin Martin
If someone doesn't know it.

00;03;55;12 - 00;04;24;00
Bob Ruffolo
We're going to get really tactical today. And you know, when we do our switch over to Tory and you know, I have so many questions for her. But before we go and switch over to to the how she's doing just incredible things with AI and content marketing these days. Robin, let's just let's dive a little bit more into your decision to go all in on saying, okay, content, AI, visibility, trust earning the trust, earning this business from people.

00;04;24;02 - 00;04;42;11
Bob Ruffolo
What was the shift that you were seeing there? Like, hey, this is a channel we have to go all in on. We're going to bring somebody into own it. We're going to bring coaching in, and we're going to be the most known, trusted and recommended real estate company in our market. What was the trigger? Said, I have to do this for for your business.

00;04;42;13 - 00;05;15;04
Robin Martin
I'm pretty sure this is a pretty standard story, but I heard Marcus speak. Yes. And one thing that that really rang true for me was what AI is going to be, what? The current customer desired, customer experience, what that is change, and how those two things were integrated. And so I kind of had a light bulb moment that we were relatively ill equipped for the future as it was, as it was coming.

00;05;15;07 - 00;05;43;24
Robin Martin
Yeah. And then we needed to make changes inside of our business to make sure that our agents continued to have everything that they needed to be successful. And so it was it was a real acknowledgment of where where consumer behavior is headed in an AI driven world and how to continue to remain relevant in those changes. And so for for me, that was the biggest piece of the puzzle.

00;05;43;24 - 00;05;54;22
Robin Martin
I just wanted to make sure that I was preparing my my company and the way it serves the agents that I'm so, so lucky to be to be partnered with the way.

00;05;54;24 - 00;05;58;18
Bob Ruffolo
Agents, not the AI agents, the human agents that do.

00;05;58;20 - 00;06;11;16
Robin Martin
The real estate agents that I be partnered with to make sure that we're prepared into the future. And that was the biggest impetus. And it's and it's proven to be significantly more than that. Yeah, but that was the main driver.

00;06;11;16 - 00;06;33;28
Bob Ruffolo
And most people, you know, it's shocking at first and they can almost hedge and say, I don't know if I really feel comfortable bringing on a full time person to own content and marketing for my business. And you said, you know, we're going to do this, right. We're going to go all in. Walk us through your emotions and your feelings and what really helped get you over that hump.

00;06;33;28 - 00;06;40;20
Bob Ruffolo
And what was the process like for, for for hiring Tori and bringing her on?

00;06;40;22 - 00;06;49;03
Robin Martin
Yeah. Well, we were lucky enough to already be partnered with Tory inside of our business, so.

00;06;49;05 - 00;07;15;27
Robin Martin
Every once in a while, you're lucky enough when you when you when you make an adjustment or make a pivot to have someone already inside of your your world, that would be perfect for that role. That doesn't usually work that way. Yeah, that's true, but but being partner with Tori made it really like she was excited about what we were building, understood the mission, understood where we were going with it, and had a deep understanding of our business and our clientele base nice.

00;07;15;28 - 00;07;59;06
Robin Martin
And so that that that human doesn't always exist. It's kind of like a unicorn, but but I but it existed inside of our business. So that that partnership made a lot of sense in our in our early formation. And honestly, from a business owner standpoint, it made it a little bit more financially feasible. Right, is that we were able to move some of the things that were on Tori's book off, off to other staff and be able to allow tourism Room to be able to dedicate some space to this, with the long term understanding that someday we'll be moving it off her book as well, and be able to bring on a true person to,

00;07;59;08 - 00;08;24;11
Robin Martin
to to run this entire process. So it was a nice it's it's been a really great bridge for us because we have such a talented person on staff. But it is that the initial push to add a videographer and add a content creator and pay for coaching and equipment and all of those things, it is a it's a hard pill for any business owner to swallow.

00;08;24;14 - 00;08;49;04
Robin Martin
But what we did is we took a look at our marketing budget and how much we were spending on other kinds of marketing, and where this had the potential, like the space that this had the potential to occupy in terms of percentage of business. And then for us, it made it a lot more palatable. We're just not spending our money elsewhere and really kind of doubling down on this.

00;08;49;07 - 00;09;21;21
Bob Ruffolo
Well, I think you're incredibly smart here too, is I just had Scott on the show. His company was on his fix. You probably saw his examples of the conference last time, and he had just a brilliant episode. And the way he's describing it right now is he's trying to build a moat around his business. He's going to be the first one in his market, in his space, and really almost in his industry to really go all in on this content and, and build such a authority around his entity, of his brand that no one else is going to be able to penetrate that.

00;09;21;21 - 00;09;41;07
Bob Ruffolo
And by the time they even start doing it, he's going to just keep going and going, going be so far ahead of them. So I think it's really smart that you saw that, Robin, and that's what you guys are doing. So speaking of unicorns, let's don't we turn over to the unicorn now Tori. And so Tori. So so you had this this conversation with Robin.

00;09;41;07 - 00;09;55;27
Bob Ruffolo
And you know this is going to be an interesting. So when he said you were in the ecosystem, were you working directly for premiere? Were you a contractor? Tell me. Tell me about your relationship with Robin and Premiere at the time that you took over this this role?

00;09;56;00 - 00;10;03;25
Tori Salman
Yeah. So I started working for Robin back in November 2020, shortly after he started the business. So I.

00;10;03;27 - 00;10;05;02
Bob Ruffolo
See.

00;10;05;04 - 00;10;16;22
Tori Salman
Yeah, I've seen, you know, I've done everything from starting off as Robin's assistant to, running the operations side of the business.

00;10;16;27 - 00;10;38;13
Bob Ruffolo
That's right. Yeah. Oh, man. I have some people like that my company to. And man, that's so valuable having people like that. And so, so when Robin came back from the conference and he was like, I saw this baker, Marcus Sheridan, and he yelled at me and he said, we need to be doing this stuff. And I'm like, we gotta be doing this stuff in this company.

00;10;38;13 - 00;10;44;21
Bob Ruffolo
What was your perspective from from receiving that message second hand?

00;10;44;23 - 00;10;47;03
Tori Salman
First of all, I boy, that sounds like a lot of work.

00;10;47;04 - 00;10;50;05
Bob Ruffolo
Yeah.

00;10;50;08 - 00;11;09;01
Tori Salman
But also really exciting. Always looking for ways that we can, you know, bring in more business for the agents on our team. And I think it's the way of the future as well. So really exciting to be able to be a part of this and building this part of the business.

00;11;09;02 - 00;11;28;02
Bob Ruffolo
So cool. And by the way, Mandy thinks the world of you, she recommended you for this episode. She's like, you know, Tori's got so much to share and we're going to go start getting all that right now too. So, all right, so you're you're now got this new function in the company and you started working with Mandy.

00;11;28;05 - 00;11;37;24
Bob Ruffolo
What was your experience like starting up, being trained by the Impact Team. And what were some of the things you worked on first?

00;11;37;26 - 00;12;07;06
Tori Salman
So experience has been amazing working with the team. Allison and Mandy been working with Janet and Mary on the website of things, so everyone's been so supportive and really just guiding us step by step. So we've been relying on their experience and guidance a lot to, you know, to move us down the path to to where we need to be.

00;12;07;08 - 00;12;14;08
Tori Salman
And it's, you know, it's made it a lot easier than it would have been if we were trying to do it on our own, for sure.

00;12;14;09 - 00;12;28;05
Bob Ruffolo
Yeah. Good. Or some of the first things you guys worked on was it I'm pricing was probably some where in your first 90 days of work rate.

00;12;28;07 - 00;13;00;13
Tori Salman
We have we've been working on a like our suite of blog and video posts to accompany our assignment selling series. So that's been a huge focus to begin with. And now that we're kind of through that process, we're really starting to to dial in to some of those big five topics, especially pricing, so that we've got that information out there for our, for anyone that comes to visit our team online.

00;13;00;13 - 00;13;20;00
Bob Ruffolo
And Robin alluded to it and I know this so so obviously content is not your only job. It's part of your job. But it's not your only job. You got a lot of other responsibilities. And I think this is where it gets really interesting. Unique because being so busy and you understand the importance of it has to get done.

00;13;20;02 - 00;13;38;18
Bob Ruffolo
If it doesn't get done, someone else is going to do another company and they're going to start, you know, winning the competitive knife fight with us. Can't let that happen. So so tell us about what you were observing and what was going through your mind as you're saying? Okay, I got all these other things on my plate. I have to figure out how to get all this stuff done.

00;13;38;18 - 00;13;42;16
Bob Ruffolo
What was your thought process going through that?

00;13;42;18 - 00;14;10;19
Tori Salman
Well, to be honest, to start with, I just started looking at how I could use AI to help me like draft blog posts. I was creating, you know, content like content and interview questions for our agents to act as the SMEs. And then I was left with this transcript. And I'm like, how do I how do I get this into the finished product without it consuming all my time?

00;14;10;19 - 00;14;34;02
Tori Salman
So I started off, just using the AI to help me sometimes like create some of the, you know, table of contents and some questions and then help me write the first draft of a blog post. And then I had a session with Mandy, went like a coaching session with Mandy, and she was like, well, let's think about some other ways that you could use this.

00;14;34;04 - 00;15;08;04
Tori Salman
And it evolved from me using it as an aid to drafting the blog posts from to going, taking it right back to the evolution and and taking an idea that we had and working every step through the AI. So I have the AI, read my content spreadsheet and look for a new topic. It runs the keyword research through SEMrush and gives me a list of titles of the blog posts.

00;15;08;04 - 00;15;38;16
Tori Salman
And it takes it all the way through to creating a table of contents SM questions, creating the calendar invites, and sending reminder emails to our agents so that they show up to the interview time slots. And then once that's all done, it goes ahead and it writes the draft of the blog post creates like SEO optimized keywords, and then drops it on my desk for like, edit and.

00;15;38;16 - 00;15;42;11
Bob Ruffolo
Read this, make sure this is right before it goes out. Yeah. Wow.

00;15;42;14 - 00;16;03;01
Tori Salman
All right. Yeah. And I mean, I have like checkpoints all along the way because we don't ever want it to feel like the A's writing. So yeah, we stop like at checkpoints all along the way to make sure that we maintain our, the voice of our team and our agents inside all of the content.

00;16;03;08 - 00;16;17;16
Bob Ruffolo
Well, all right. So so tell me about your use of AI before starting this program with us. Were you an AI user or is this something that you you were leaning heavier in an necessity?

00;16;17;18 - 00;16;26;07
Tori Salman
I was just beginning to learn about AI before this, so I was probably using it as more of a like search engine than anything else.

00;16;26;10 - 00;16;44;11
Bob Ruffolo
And so here's it's nine months. She went from like, I'm learning AI to building full content marketing workflows. Absolutely incredible. So when you were dabbling with AI, what platform are you using and what are you using today?

00;16;44;14 - 00;17;09;11
Tori Salman
So we're starting out with ChatGPT and then depending on what I needed to do, I was using a little bit of Gemini. And now I like 95% of the time I'm using Claude. Yeah, because the coworker allows me to, you know, connect to all of the other platforms that I need, you know, that make the workflow work.

00;17;09;19 - 00;17;29;29
Bob Ruffolo
And I know obviously this will be an interesting thing. I'll just ask it now. So there's self-guided learning because you could just, you know, and this is why I think what Robin was saying before, you have to have somebody in the seat that cares. You know, it's not like, oh, it's good enough. I just want Robin to accept it and manuscripts get done so I can just go do anything else.

00;17;29;29 - 00;17;49;21
Bob Ruffolo
It's like, no, that's not your attitude. You're like, I want to figure out how to, like, really build this thing in the company. Right? And that's like really mission critical here. And Tory, you're that person. And so there's, there's you already have that drive for self-learning. And you could do so much by just going to the platform saying, how do I do this and how do I do this better?

00;17;49;21 - 00;18;01;00
Bob Ruffolo
And then then what do I do? What's the order of operations? Where do I file that? How should I structure my files and how can I make this? Do this. And you just keep going down that road and you learn so much.

00;18;01;02 - 00;18;02;11
Tori Salman
Yeah.

00;18;02;13 - 00;18;26;02
Bob Ruffolo
And there's a lot of people saying like, okay, so AI is intelligence and can give you so much there. But then there's also judgment and experience and I think and accountability. And that's probably the Mandiant Alison layer that fits in. So so how much of this are you doing self-guided. And how much of this are you doing with like Mandy and Alison like guiding you?

00;18;26;04 - 00;19;11;09
Tori Salman
So most of the actual building of the workflows and, and systems, because I've also built some tracking systems outside like through coworking in notion so that we have like a Kanban style, dashboard to to track our content all the way through to the videos being published on YouTube. We, and I've worked with Mandy a lot on the ideation of stuff, and she's, you know, feeding me some ideas, and then I just take it and and run with it and, and I'm curious and like, so I had as I said, I had a coaching call with Mandy and we started to talk about what steps we could utilize AI for.

00;19;11;09 - 00;19;40;27
Tori Salman
And as I was building out those steps, I realized that there was so much more that I could build into it that we hadn't even thought about during that session. And so it just has taken shape as as I've been working on it and figured out that I could utilize it to do the keyword research for me. Yeah, and set the calendar invites and send the emails and attach the documents and, and populate the the notion boards so that I know what's happening.

00;19;40;29 - 00;19;54;08
Tori Salman
And the AI capabilities are changing all the time. So it's an evolving process because we're going to continue to be able to do more and more as we move along.

00;19;54;09 - 00;20;13;00
Bob Ruffolo
That's so great, so great. So you know, what I heard back is like, yeah, you get the self-guided light learning. You go to AI, you ask questions. It's helpful. But or maybe Mandy and Allison come in. It's like the things you don't know to ask for. Maybe I've seen this client do this. I know AI is recommending this, but this client did this, and it really, really worked.

00;20;13;02 - 00;20;19;24
Bob Ruffolo
You should try it too. And then you go and you build it on your own and okay. So that that. Yeah, that that makes a lot of sense.

00;20;19;24 - 00;20;20;28
Tori Salman
That's great. Yeah.

00;20;20;29 - 00;20;40;03
Bob Ruffolo
Now for all the, the real geeky people watching this and I'm talking to all of you, there's a lot of you on here. But all the geeky people on here explain your exact setup. So so we know it's clawed coworker but now it's slow down. Talk to all the tools and how it goes all the way through your process.

00;20;40;03 - 00;20;50;14
Bob Ruffolo
What touches it. Until we get to the other side where everything's published and you said the video is getting published, so what? Yeah, let's go through that really, really specifically, if you don't mind.

00;20;50;16 - 00;21;14;08
Tori Salman
Of course. Yeah. So we start out, we have our content calendar in a, in a Google sheet. And we, you know, we populate that with the next round of topics that we're going to work on. And then I have coworkers connect to the Google Sheet to identify, you know, whatever one I've marked off to do next. And then it connects from there.

00;21;14;10 - 00;21;43;03
Tori Salman
It connects to SEMrush and using an API, and it does the keyword research. And then it comes back in a notification in Claude and gives me an outline of the suggested titles. And, you know, the keyword rankings for each of the titles, why it would choose which one it would. And and from there I choose which whichever title I want.

00;21;43;04 - 00;22;11;00
Tori Salman
And then it creates a card in the notion dashboard with, you know, all of the connects it to the big five categories and no takes keywords, attaches a Google document with the the initial research that it's done. And then from there it, it goes back and it creates, it creates a table of contents and SME interview questions.

00;22;11;00 - 00;22;17;09
Tori Salman
And we stop again there, and I check and make sure that it's heading in the direction that I want it to.

00;22;17;10 - 00;22;18;15
Bob Ruffolo
Yeah.

00;22;18;17 - 00;22;31;10
Tori Salman
We make any adjustments along the way. Hey, you've gone in this direction, but it's meant to be going this way. And then it from there.

00;22;31;11 - 00;22;40;28
Robin Martin
We for you missed the you missed the best part, which is when this is right around the time when Tory starts to argue with.

00;22;41;00 - 00;22;49;14
Robin Martin
And it is wildly entertaining to watch our youth cloud. It's usually right around here. You're not listening to me, which is great. So I just wanted to see.

00;22;49;14 - 00;23;02;16
Bob Ruffolo
Tori seems so sweet here. Tori's got no. So she's got an anger when it comes to talking to these AI bots. You're gonna do what I want, or else. Yeah. Oh, I love that. Yeah.

00;23;02;18 - 00;23;08;27
Tori Salman
So, yeah, we create all of that. And sometimes I do have arguments with Claude when it doesn't do what I want it to.

00;23;08;29 - 00;23;09;29
Bob Ruffolo
Oh, we all do.

00;23;10;01 - 00;23;41;09
Tori Salman
But, you know, once I approve the outline and the interview questions, it also creates a content cover sheet to and creates like meta description circles and meta titles, everything that we need through the endless customers ecosystem. Yeah. And then I approve that. It goes into my calendar and it reads my calendar and the SMEs calendar, and gives me a list of three suggested times to schedule the the SM interview.

00;23;41;10 - 00;24;06;27
Tori Salman
Super cool. Once. Once I approve that, it sets up the calendar invite and then it sends, it sends an email out to the agent saying, hey, you have an interview on this date. Here's the questions and the outline so that you can review them beforehand, and then moves the notion card over into my column that says, the interview is scheduled and you're ready to go.

00;24;06;29 - 00;24;45;18
Tori Salman
So then we interview, I use, I haven't actually built this into the workflow, but I use order to record the interviews for the transcription, and then I paste that into the Google doc that's attached to the notion card. So it's all connected. Yes. And then I set the workflow in motion again, and coworker goes into the Google doc and reads the transcript and then writes the and the content and contents and writes the first draft of the the blog post.

00;24;45;21 - 00;24;47;01
Bob Ruffolo
Amazing.

00;24;47;04 - 00;24;51;20
Tori Salman
So now so then I take it from there and I manually edit from that point.

00;24;51;22 - 00;25;15;20
Bob Ruffolo
Yeah. Which is perfect. Yeah. As a general rule of thumb, no one should ever auto publish anything or auto send anything, both for security reasons, but also to like you have to have the human loop still. So how much time is that entire workflow and how much time have you saved from the workflow you've set up that say from the original way you did pre I.

00;25;15;23 - 00;25;24;13
Tori Salman
That's a great question. I think I haven't really it's definitely saved me a lot of time. Yeah.

00;25;24;15 - 00;25;25;18
Bob Ruffolo
But I tend to spend.

00;25;25;18 - 00;25;25;25
Bob Ruffolo
The time.

00;25;25;25 - 00;25;27;08
Bob Ruffolo
Building workflows.

00;25;27;11 - 00;25;58;11
Tori Salman
Yeah exactly. But I tend to work in time blocks. So I'll, I'll start Claude working on 3 or 4 different topics at one time and then just schedule everything all at once. So I might spend an hour or two getting that all through to the point where it's scheduled. And then I have 15 to 20 minute blocks where I interview the agents, and then the writing still takes me a little bit more time, but I'm getting to the point where I use Claude to help generate a lot of the graphics for the blogs as well.

00;25;58;11 - 00;26;14;17
Tori Salman
So if we're looking for, you know, any kind of visuals to illustrate what we're talking about, Claude is does a really good job of creating flow charts and things that. So I don't even have to go into Canva anymore to create that stuff. I just say I for for that as well.

00;26;14;20 - 00;26;26;02
Bob Ruffolo
Yeah, it sounds like you're probably like me. I have like seven sessions going at once. If I don't have like seven sessions with brown blinking dots, you know, all going at once, I feel like I'm not being super productive. Yeah.

00;26;26;05 - 00;26;32;19
Tori Salman
No, I'm like, how much more time until it times out of me? What more can I get done before I'm locked out for two hours?

00;26;32;20 - 00;26;49;26
Bob Ruffolo
I know exactly, exactly. Cool. Now, do you have those, transcripts saved anywhere, like on your desktop or your Claude coworker is is constantly accessing it. So it could pull not only from current conversations, but also from past ones.

00;26;49;28 - 00;27;18;04
Tori Salman
So everything saved in that we work within the like Google Workspace. So everything's saved in the in the Google Workspace. And it's all accessible through the notion dashboard. So every topic that we cover has a document attached to it. And that has the the initial research with the keywords, the content cover sheet, the table of contents, the SM interview, and then I just paste in the interview transcript when I've completed it.

00;27;18;04 - 00;27;24;22
Tori Salman
And I could probably most likely work that into the workflow. It's just not something I've I've done.

00;27;24;23 - 00;27;47;18
Bob Ruffolo
Yeah. So I'm, I set up. Yeah. I've been doing I use a tool called obsidian. I'm not sure if you ever heard of it, but that acts as like the vault of all the information. And then I have it set up so everything gets pulled in all the time. Everything lives in there. And it knows the search. Pretty much the entire vault where, if not, it knows how to root through the vault to find what it's looking for.

00;27;47;18 - 00;28;07;09
Bob Ruffolo
So that way, if I have already got the answers to the questions, I don't have to do an interview. It's it's going to pull from everything it's ever learned and be able to do it. So it could be an opportunity for you to take a look at obsidian as well. I'm not sure if anyone else here is using obsidian, but I've been really playing with it and I like it.

00;28;07;09 - 00;28;16;04
Bob Ruffolo
It's a and everything is in markdown files in there, so that way it's really fast and easy for AI to to use it. So it's been pretty cool.

00;28;16;07 - 00;28;25;16
Tori Salman
That's great. I think you kind of hit on a point there. It's like the AI is only as good as all of the information that that you feed it. That's right. Update it with.

00;28;25;16 - 00;28;26;14
Bob Ruffolo
So and how well.

00;28;26;15 - 00;28;27;18
Tori Salman
It can look into that.

00;28;27;20 - 00;28;45;14
Bob Ruffolo
It's wired and able to access everything too. Yeah. Good. Now you said we got to the end of the article here, but then you said your workflow ends with videos. So what's the back half of this workflow now that you get to your videos? I'm very, very curious.

00;28;45;17 - 00;29;16;07
Tori Salman
So once we have completed the blog posts and we do have a videographer on team once, once that blog post is working its way towards video, then I take it and I put it back into the workflow and create the the video script out of there. And then I just because I've created the blog, I kind of know the, the, the points that I think make the most sense.

00;29;16;07 - 00;29;50;08
Tori Salman
So I'll create all the video scripts and then I hand them, they, they pop into another page on the notion dashboard where our videographer lives, and then he just takes the groups and like makes any edits and approves them, and then they get sent. And once he approves them, then we have Claude go out and create the calendar in invites for the agents for the video filming days and send them out the scripts via email, which Claude does.

00;29;50;11 - 00;29;56;16
Bob Ruffolo
Amazing, amazing. I love this super super cool.

00;29;56;19 - 00;30;27;14
Robin Martin
Also, our videographer is in his early 20s and kind of had this the we would we'd have these content meetings and he would come with the spreadsheet and of, you know, where he was with each individual at each individual video. And Tory was like, oh, sweetheart, let me, let me just let me fix that for you. And. And and turn it into a notion board and completely like, streamlined his process to.

00;30;27;16 - 00;31;06;19
Robin Martin
So I'm pretty sure when I brush my teeth in the morning, it moves some kind of tile on a notion board somewhere, because Tory has put the entire process. So I do a video editor on staff as well, and everyone can see where everything is with every like, from ideation all the way to publishing. And, that that kind of workflow is really, really great from a, from an owner's perspective, because I can see where everything's at, but it also pulls in our videographer and end to end our video editor into the entirety of the process of that, which now it's not just one little slice that they own.

00;31;06;20 - 00;31;14;04
Robin Martin
They understand the work that they're doing and how it fits into the larger piece. And that's kind of been the magic of what Tory's been able to create.

00;31;14;04 - 00;31;34;08
Bob Ruffolo
So cool, so cool. Now so Tory, let's look at time here. So you talked about being very busy. Have you been reallocating your time to other things that you're able to add into your marketing plan or marketing execution that maybe you wouldn't have had time for before this workflow?

00;31;34;11 - 00;31;38;02
Tori Salman
Well, I don't just do marketing.

00;31;38;05 - 00;31;38;21
Bob Ruffolo
Yeah.

00;31;38;26 - 00;32;07;11
Tori Salman
I do a bunch of other stuff with the team as well. So still running like operations of the team and making sure our transactions team is, you know, happy and, you know, working smoothly as well. So some of the time I save on this, I'm able to put into other, you know, other time. And usually it's me like thinking about other ways we can use AI to like streamline these processes.

00;32;07;11 - 00;32;18;05
Tori Salman
If I could just build the systems and not have to write the blog post, no, be my like, you know I do well, but that's not the reality.

00;32;18;08 - 00;32;18;15
Bob Ruffolo
But.

00;32;18;19 - 00;32;19;04
Tori Salman
That's some of.

00;32;19;04 - 00;32;20;21
Bob Ruffolo
The.

00;32;20;23 - 00;32;49;15
Tori Salman
Some of the time I'm putting into building that. But, you know, working on the, the audit to make sure that like, we're highly searchable across, across the internet and helping out with the web projects as well as, you know, looking for opportunities to share more, you know, AI involvement in the real estate side of the team as well.

00;32;49;21 - 00;33;09;18
Bob Ruffolo
Excellent. Well, as we get ready to conclude this episode, is there any other advice that each of you would have for our audience, based on what you've learned in your first nine months on the Endless Customers journey? Rob, we'll start with you and then we'll come back to you. Tory.

00;33;09;20 - 00;33;42;23
Robin Martin
Yeah, I, I think the the more that I utilize AI, the the more I realize that all the works in the front end and the more that AI understands about you and your business and and what your voice is and all of the pieces of, of of your business. Yeah. The more effectively they can operate. And the, the reality is that makes them that makes AI just like any other employee and that you have to you don't take the time to train them up front.

00;33;42;23 - 00;34;22;20
Robin Martin
If you don't take the time to make them understand what their role is in the entirety of the process, if they if they don't know how you like things done, they're likely to underperform. And so I think Tory and I have really taken a lot of time, like we have 100 and hundred and hundreds of pages of conversations, thousands of pages, really, of conversations with Claude that, that, that come before we ask a question or before we ask for an outcome so that they have an understanding of the background so that they can they can know what they're creating.

00;34;22;20 - 00;34;47;19
Robin Martin
And so that would be my one piece of advice is just don't be afraid to have longer conversations. When I ask a question, I'm usually uploading some piece of information or asking a question. Do you do you know about this aspect of my business? Before I say you know, what's the best day to publish on Instagram? Yep, it needs context.

00;34;47;22 - 00;34;52;26
Robin Martin
Just like any other human being needs context before it can give you a proper answer.

00;34;52;28 - 00;35;14;15
Bob Ruffolo
Amazing. And you know that context also grows over time. The more you use it, the more you you say. Update your instructions based on what I just said. What did you learn from what I just said that would change the instructions more things like that I've noticed have been very, very helpful. And that's the practice that has to continue.

00;35;14;16 - 00;35;32;13
Bob Ruffolo
Just like any employee, you bring on a new employee, they're going to learn how to do something. They're going to make some mistakes. What did you learn from, you know, the next time you did it and just sharpening it up and sharpening it up. And over time it really hones itself in. So that great share. Robin. That was awesome.

00;35;32;14 - 00;35;36;01
Bob Ruffolo
All right. And Tory, what's your final piece of advice?

00;35;36;03 - 00;35;55;25
Tori Salman
I think it's just take the leap and give it a try. But stay really present and involved. Like Robin said, feed it the context and create the the agent that you want it to be it. You have to be have to be in there. You can't expect it to present the final product and just run with.

00;35;55;25 - 00;36;18;28
Bob Ruffolo
It, spend the time with it, ask how to do it better and give it the time and nurturing it needs and it'll produce outcomes for you. Amazing! Well, we are incredibly proud of you guys. You're running a very, very great business over there. Premier Home team. If somebody needs a home. How are they going to touch it with you, Robin?

00;36;19;00 - 00;36;26;23
Robin Martin
They can they can reach us at Robin Martin at Premier home team.

00;36;26;25 - 00;36;30;21
Bob Ruffolo
And your market right now remind me you guys are located where again.

00;36;30;24 - 00;37;03;00
Robin Martin
We're looking in the Philadelphia greater Philadelphia area. We serve Philadelphia, Delaware and new Jersey right where we're located. That's they're all stone's throw away, but every service. Also, I think for one of the things that's been really great for us has been the endless customers community. And so I whether or not you want to buy a house, if you want to talk to us about your experience or ask us any questions, if we can help you in any way that please, please feel, feel free to reach out to us.

00;37;03;00 - 00;37;08;03
Bob Ruffolo
That's great. Are you looking for agents right now to pick up on that in this interview? That's a big initiative.

00;37;08;06 - 00;37;25;03
Robin Martin
Yes. Yeah. So that's actually been a big push for us from both from the media, media side and blog side. So if you're interested in being part of a team that is preparing for the future of real estate, come find us. Let me talk to you.

00;37;25;05 - 00;37;42;06
Bob Ruffolo
Awesome. Hey guys, thank you so much for being on the episode and sharing your wisdom and your workflows. Can't wait to see Tori how you continue to advance this, and hopefully we'll have you back on the episode here three, six months from now and you'll be like, all right. Everything I said in that last episode, forget we are so much more further down the road.

00;37;42;06 - 00;37;54;23
Bob Ruffolo
And this is what we learned the last six months. So that would be that would be great. All right everyone, thank you so much. And this has been another episode of the Endless Customers podcast. Until our next episode. We will see you there.

00;37;54;26 - 00;38;01;01
Stephanie Baiocchi
If you liked this episode, please take a minute to leave us a review. Thanks for checking out the Endless Customers podcast.