276 Selling Life Improvement to Home Buyers - Ryan Taft Jul 9 2025

Greg Bray: [00:00:00] Hello everybody, and welcome to today's episode of The Home Builder Digital Marketing Podcast. I'm Greg Bray with Blue Tangerine. 

Kevin Weitzel: I'm Kevin Weitzel with OutHouse 

Greg Bray: And we are excited to have joining us today, Ryan Taft. Ryan is the founder and CIO at Impact Eighty-Eight. Welcome, Ryan. Thanks for being with us today. 

Ryan Taft: So stoked to be with you guys. Thank you so much for the invite, and gosh, Kevin, we could have done this in the same room. We live about a block away from each other. 

Kevin Weitzel: Fact. 

Greg Bray: Well, Ryan, for those who haven't had a chance to meet you yet, let's start off with that quick background and overview. Give a little intro to [00:01:00] yourself. 

Ryan Taft: Sure, sure. Yeah. I was born a small child. No. I've been in the industry of new homes for, this is my 24th year. I started out in Phoenix in sales, worked on the national level for a top 10 builder. Decided to choose 2007, 2008 to go out on my own. The best choice you could have made. Ended up doing a lot of work around the country on my own. And then I was made an offer I couldn't refuse in 2012, 13. Worked with the, uh, Shore Consulting Group there for about 12 years. Just as of this year have launched my own brand. So, been around the block.

Kevin Weitzel: So, before we get into the I in CIO, let's hear just a little factoid about yourself that has nothing to do with the home building industry, nothing to do with family, and nothing to do with work whatsoever, something about you. 

Ryan Taft: Oh my gosh. All right. Boy, I could go a whole bunch of different avenues. Let's go with the fun one. I was a drummer in a metal/rock [00:02:00] band back in the nineties. 

Kevin Weitzel: Nice. 

Ryan Taft: Yeah. 

Greg Bray: A band that we've heard of?

Ryan Taft: No, I wouldn't be here. No. It was a band in Phoenix called Dead City Love. 

Kevin Weitzel: Do you ever drop any rudiments, you know, just some fills on a drum set in the house, or have you packed all that stuff up?
 
Ryan Taft: Those days are gone. I play a mean steering wheel nowadays. 

Kevin Weitzel: Oh yeah. 

Ryan Taft: You put me behind a steering wheel, man, you're going to get it.

Greg Bray: Right with an air guitar to go with it, I'm sure, so.

Ryan Taft: Yeah. Do you know where you are? You're in the car, baby. 

Greg Bray: So, Ryan, tell us a little bit more about what got you interested in this industry as a whole, you know, new home sales and construction and all that.

Ryan Taft: You know, it's funny, I actually just told this story to someone yesterday. I was a big fan of the book, Rich Dad, Poor Dad, back in the mid-nineties. I think I was sort of destined to be in this industry. I'll give you that part, and then I'll tell you how that happened to get here. But I found out after my father died, you know, you dig through like the paperwork and the files. And I found my father's birth [00:03:00] certificate, you know, it lists the dad and the mom and their occupations. My grandfather was a new home salesperson. I had no idea. So, there's that. My dad sold real estate part-time while trying to be an actor. My aunt was a full-time realtor, total rockstar in Sherman Oaks, California. My brother was a permits processor. My uncle was an architect. I think it was destined from that perspective. 

But a friend of mine back in the late nineties was like, Hey, I'm going to get my real estate license. You should get yours too. And I was like, okay. So, I did. In my real estate classes here in the Phoenix Market, Susan Highland from Highland Bay came in and did a guest speaking spot. Because I didn't know which route I was going to go, Greg. I wasn't sure, am I going to go, you know, new homes, resale? I contemplated timeshare for half a second. And she came in and she said something that changed my life, and it was this, the average new home salesperson makes 70,000 their first year. And I was like, well, all righty then. Let's go. And my decision was made. So, that was it. Thank you to Susan Hyland. [00:04:00] 

Greg Bray: I was waiting for something a little more profound than that.

Ryan Taft: You're not going to get a whole lot of that here today. You're going to get a lot of shallow money money-driven. No, I'm kidding. 

Kevin Weitzel: So, let's go with this. Let's find out what the I stands for. It's obviously not chief information officer. You're not the tech nerd at Impact Eighty-Eight, I assume. 

Ryan Taft: No, come on. No. Well, you just said it. It stands for Impact, Chief Impact Officer. 

Kevin Weitzel: Nice. Just being in the industry and being adjacent to you for so many years, it is crazy how often your name comes up and nothing but positive. Nothing but positive. You have what I refer to as the zero butthole rating. Meaning nobody has ever referred to you and you've never impacted me as a butthole. So, therefore, that's a high mark because there's not a lot of people in that category. 

Ryan Taft: I cannot wait to play this segment back to my wife. 

Greg Bray: Well, Ryan, give us a little more intro to Impact Eighty-Eight, the kinds of services you guys are providing, and people you're working with. 

Ryan Taft: We are arguably a new home training company. We're doing a few different [00:05:00] things, though. So, we do work with teams to help improve performance, across the country for sure. I've introduced one-on-one coaching into the mix because nobody's really doing that, and we thought, you know what? There's people out there that have been asking for that for years, for years. And most companies won't do it because it's not necessarily like the highest ROI from an hour that you could spend. But I'm over 50 now. I'm 51, and I'm looking at more need than want. 

And so, sure, might I want to do some things that are huge and big? Yeah, absolutely. But it's not about me, and I feel like that's a big need. And so, we've all got a few of those going. We're introducing a couple of other courses. One of them I've been teasing on social. I can't quite reveal it just yet, but let's just say that it's going to help a lot of people with their leadership style. We're launching two more programs, so stay tuned on that. But we're doing all things new homes. It's fantastic. 

Kevin Weitzel: So, sales and marketing people, but mostly salespeople have to read bot language a lot. Out of curiosity, when you go in and do a group session with, you know, x, y, z [00:06:00] builders, do you walk in a room and you can see instantly that one person that's like, I don't need this. Why am I in here? Do you ever see that? 

Ryan Taft: Yeah. Yeah. That's called the queen bee. 

Kevin Weitzel: Oh, don't you love those conversion factors, though? 

Ryan Taft: I love those because I have a theory in training that says if you get the queen bee, you get the hive, right? So, when I see someone who's sitting there like, What you got, trainer boy, or the evil eye, or whatever the case is, here's what I know. They've sat in crappy trainings before. That's what I know. But those are my favorite because the goal, just like salespeople should have, is to take somebody who's assuming this is going to be a terrible experience, they told their spouse that night, Oh, I got to go to training tomorrow. Like, they probably scheduled themselves for a penicillin shot as soon as it was over to get rid of it. Right. 

I'm of the opinion that if I can win that person over and show them that this is not like what they're expecting, and it isn't, it's more like dinner in a show where you learn and grow versus come to the meeting to get your beating, right? Those are my favorites. I just had one of those happen kind of recently, where I had a 35-year veteran who was pretty convinced that this was not [00:07:00] going to be good. At the end of the training she posted all kinds of pictures of the training and was like, This is the best training I've ever been to.
Kevin Weitzel: That's cool. 

Ryan Taft: That's great because training doesn't have to suck. Unfortunately, it mostly does, but it doesn't have to. 

Greg Bray: So, what is it about training, Ryan, that has been such a negative experience for so many salespeople? Where are we not helping them get better?

Ryan Taft: It's a good question. So, one problem tends to be with the trainer, right? So many times I've sat in trainings where the trainer's making it about them, and it's really an ego fill to be in front of a group, and it could be. It's a trap of being a speaker, is that you could really easily be like, check me out. What's up? You could do that. So, that's part of it is that the team has to sit there and watch someone do that the whole day. 

The other part of it is they bring content and ideas that don't fit reality often. Here's what most trainers do. They're like, I got to come up with something that I need to sell people because I want to sell my program. So, they come up with some convoluted program that's really [00:08:00] difficult, very hard to remember, even harder to execute, and everyone's like, this isn't how it goes, this isn't real life. So, case in point. I went to a training where they're like, you need to sit every single person down and run debt-to-income ratios before they ever step in a model, required. And I'm over here like, that's not how that goes. Kevin's laughing. That's how bad that is, right? 

Kevin Weitzel: Yeah. 

Ryan Taft: Yeah. But that was it. That's what they told you to do, and then they shopped to that too. So, if you knew it was a shopper, you were like, let's run your debt-to-income ratio. Like that was how that went. So, that's the other issue with that is that it's just not real world, and people look at it and they go, oof. Now the biggie, probably the biggie on this, Greg, is role-playing. Everyone's terrified that you're going to bring them up to the front of the room to do a role play. Well, look, there's two sides to this.

As salespeople, we shouldn't be scared to actually practice. That shouldn't be the case. So the question is, why are people scared? And it's because typically trainers do it in a way that makes the salesperson look like an idiot. I'm going to use you as a lesson for everybody [00:09:00] else. That's why nobody sits in the front. That's why when someone says, I need a volunteer, everyone falls apart like a $2 suitcase. It's just not fun like that. So, I promise groups that when I get in front of them, if anyone's going to look stupid here today, it's going to be me. 

Kevin Weitzel: So, let's expound more on that, because a lot of people do have that fear of roleplaying. I don't have a fear of roleplaying. I'm just not a big fan of it because it's always canned, and just here's how it is, and it's really, it's not how it is in the field. That said, there is something to be said for learning, real-time objections. I'd rather fall apart in front of you in a classroom in front of my peers than I would in front of a client. 

Ryan Taft: Absolutely. No doubt about that. If you're trying out technique on customers, if you're practicing on your customers, to me that's like going to go see a show, like you go see a band or something like that. Figure out pretty quick you're not watching the show, you're watching the rehearsal where they're like, oh, let's stop. So, let's try that one again. Let's go, let's try it a different key. That didn't work for me. You're like, what is going on here? That's what a lot of salespeople do, though. They don't know where they're going. They haven't [00:10:00] practiced where they're going. 

And here's the key. It's not practicing to deliver canned lines, and you nailed it. It has to have an authentic voice to it. Because I'm of the opinion, if your authentic voice isn't involved, you're not going to do it. The challenge with it is you have to practice a new technique enough to find your authentic voice. It isn't the first time you try it. I don't care if you're an actor reading a line. I don't care if you're a salesperson practicing how to overcome an objection. You have to practice it so your real voice shows up. And most people don't practice enough to get there, which is why they don't do it.

Greg Bray: So, Ryan, as you have had decades of experience in this industry, what has changed, especially over the last five or six years, in new home sales that you've seen in how salespeople need to approach these buyers, especially on that first encounter, and some of those opportunities? What does that experience looking like today compared to how it used to?

Ryan Taft: You know, it's really interesting question because if you look at the last 10 years, we haven't really had too much of a difficult market. We've had a little [00:11:00] blips here, Q4 2018, little blip. We had a blip, obviously, right after Covid, when interest rates went up over five percent. Oh my gosh. And so, we haven't really had to see a whole lot of proactive, go-get-them hunger sales methodology. What we've seen is a lot of, How can I help you? My opinion is that too long of a good market has shifted us into arguably a bit of a retail positioning. And so, the number one thing you hear when you walk in, Hi, welcome. How can I help you? Well, that's the same question they ask when you walk into Lucky Jeans, and then they point out like where the discount rack is. And they say, well, let me know if you need me to open up a dressing room. Right? And this is arguably. The almost same experience I'm seeing in new home sales for folks that don't understand the gravity of a shifting market.

What I'm seeing changing right now is right now, and that is, it ain't as easy as it was last year. Last year, the Spring selling season hit on January 2nd. The market was like buckle up. This year we're like, Spring selling season, where [00:12:00] are you? That's a massive shift. And I think people are waiting around because it's easier. Rather than thinking, I need to get to work, and I need to figure out how to go get traffic. I need to increase my conversion rates. And that's probably the biggest opportunity is that.

Kevin Weitzel: So, not trying to sell Ryan Taft here, but I'd be remiss if we didn't circle this back to marketing somehow. Here's the angle I want to take on this. When you are hired by a home builder to come in and coach their sales team, and I already kind of have an answer in my head for this, but how can what you do for the sales team impact the efforts, the communication, with the marketing team?

Ryan Taft: So, this is interesting. I just did a training with a team in Lakeland, Florida, a couple of weeks ago. The marketing team sat in. I love it when the marketing team sits in, because at the end of the day, it's influence. You're trying to move people to action for them, not to them. And marketers need to understand the human element as much or more. I used to think sales was the most important role you could have. I actually think marketing is, especially owning your own [00:13:00] business. You could be great at selling, but if you don't have anyone in front of you, good luck. You're selling to yourself.

So, I think that marketers need to understand the human psychology of decision-making. What does that push and that pull of, should I, shouldn't I? Is now the right time? How do you frame messaging up to create a friendly sense of urgency and excitement, but also remind people that it's about life improvement? I mean, that's ultimately what marketers are selling, and that is what new home salespeople are selling is life improvement, not homes. So, when we're thinking about that, marketing people constantly say to me after a training, they're like, this was so great because it helps me in my role to figure out how to frame things. Everybody's always trying to paint it like it's Disneyland. 

I'll give you an example of this, Kevin. A couple of years ago, I had a marketer come up to me, and they wanted to go back and do some old-school postcard mailers. And I'm like, okay, that's retro, but I like it. And they said, here's what we're thinking of, and they showed me a picture of a dog catching a Frisbee in a big backyard. The tagline read something like your [00:14:00] dog deserves his best life too, and I think you're hitting on such good emotional polls right there. Because if you're a dog owner, which I am, that's so awesome.

But then I said this, I said, what if you didn't have the full postcard that said that? What if you hit the other side of it? Because it's one thing to make a point. That point is much stronger if it's measured against a counterpoint. If that makes sense. And so I said, what if you had a split screen on the postcard? On the right side was the picture of the dog catching the Frisbee, that said that. But on the left side, it had a picture of a dog on a little apartment balcony with a sad face that said, I've always wanted more. And they were like, oh, that's good. So, it's understanding how we make decisions. We make decisions to move away from pain, but we also make decisions to move towards that life improvement. And if we incorporate those both, boy, man, you're understanding how people decide things. 

Greg Bray: Well, Ryan, that reminds me of the famous saying of people don't buy a drill because they want a drill. They buy a drill because they want a hole. Your whole idea, why are people wanting a new home? What is it that's going [00:15:00] on? And marketers need to touch that, the salespeople need to try to figure it out and understand it, and tap into it. It's core to everything. 

Ryan Taft: The human psychology of how people buy and how they make decisions in general should be core curriculum for every single person who's trying to move the needle in someone else's life positively. It should be. And that's what we do. That's exactly what I'm doing. I mean, I've spent my whole life trying to unpack why people do what they do, mostly because I had a mom who was an alcoholic. When I was six years old, I found her on the floor of our bathroom, having tried to commit suicide. She gave me the best gift of my entire life in that moment, and it was the gift of curiosity, specifically around why people do what they do. And so, I've always been interested in this. 

To understand that people don't wake up on a Saturday and say, You know what we should do today, hon? Let's go have an awkward conversation with a salesperson where we try to pretend like we're not actually buying anything. Okay. That's not how that goes. There is a driver, an emotional driver, to cause someone to actually come out to your sales office that's 20 minutes away from their house or an [00:16:00] hour, or fly in from another city for crying out loud. They don't do that because it's fun. Nobody wants to buy a home. Nobody wants to spend a million dollars. Nobody wants to pack up all their crap and move. Nobody wants to do those things, but they do want to improve their life. That's just the obstacles they have to go through to get that. That's what you're selling, not the other stuff. That's the hole, not the drill. 

Kevin Weitzel: Alcoholics give some fantastic lessons.

Ryan Taft: Dude.

Kevin Weitzel: My father was the alcoholic. You know, my parents divorced when I was three. So, in my case, I learned how not to be a deadbeat dad. I am one of the world's greatest fathers to my kid because of the lessons I learned from my own father's failures. And that has translated into my sales role my entire life. I want to make sure that everybody feels that they are cared for, that they're welcome, that I give a crap about them actually being there. 

Ryan Taft: I love that. You can learn from anyone if you're trying to pull the lessons out, right? I had a friend of mine, Glen Sparks, who used to say, Ryan, half of being smart is knowing what you're dumb at. And I love that quote. It's true. Nobody's parents are perfect, nobody's [00:17:00] spouse is perfect, but you can learn from those things. So, the question is, are you looking to learn or you looking to judge? And I think that's the difference maker, right? Is are you coachable? Are you looking for improvement yourself?
Going back to the queen bee concept. If you've got somebody who thinks they know it all, I just think that's just like the worst life I could ever have is to think I've got it figured out. The older I get, the more I realize I don't know crap. That's the funniest part about it. It's just ridiculous. I mean, when I was in my twenties, I was like, oh, I got the, I know it. And now I look back, I'm like, I was an idiot. Oh my gosh. 

Greg Bray: So then, Ryan, what's one thing that salespeople think they know that they don't really get? 

Ryan Taft: That's easy. Who the real Slim Shady is. Who's the buyer? I was in a training and someone said, Well, I just, I can tell. I can pick the buyer. I'm like, no, you can't. I. No, you cannot. I've been wrong so many times, and there's just no way. People will surprise you. That's called judgment. You're judging who you think is actually going buy a home and who isn't. So, I think that's what they're getting wrong. Your job as a salesperson is to take the sale all the way to the finish line. If it [00:18:00] stops before the finish line, it's because the buyer made it crystal clear they either weren't ready, they couldn't do it, or they didn't want to do it. 

But you trying to figure out who that buyer is, jacks your sales technique all day long. Why? I ask crowds this all the time. I say if you got somebody walking in the door that you're convinced will not buy a home, you're like, They're just a Looky Lou and you don't think they're going to buy. What does your final close sound like? And the answer is, uh, and there is no close. That's why. Because why would you ask for the sale if you don't think they're buying? Those are counterbeliefs. And so you won't, you won't. So, I just say, why don't you get out of the way with your belief system? I believe you're a buyer, not because I'm trying to manipulate you. It's because then I do all the right things consistently without the judgment. Okay? You're a buyer. That means I'm asking you for the sale. That's great. 

Greg Bray: That's awesome. That's a great reminder. Where do you see the impact of the website and the knowledge that [00:19:00] prospective buyers are gaining before they ever show up impacting the sales process today, compared to how it used to be?

Ryan Taft: Well, I think that this is a demarcation point for salespeople to understand exactly the question you're asking. Buyers are coming in often with more intel than the actual salesperson has. Like, did you know in 1978, there was an EPA issue with the landing room? What? They're coming in with more intel. And so, what we have to wrap our heads around, I get this question a lot, which is, well, I don't want to pry, I don't want to get into people's emotional lives, and I don't want to do that. I'm like, well then what are you doing, giving them information? They don't need your information.

I got asked, Do you think that salespeople will be necessary in the future, with where tech is going, and to your point, the access to information? And everyone thinks, I'm going to say absolutely, salespeople are necessary. My answer is, it depends. Depends on the salesperson. Are you someone who's trying to just transfer information? Because if that's your job, if that's what you're doing, I don't need you right now. [00:20:00] I don't need you today. I can put a iPad in that office that asks the same lame questions and shares the same information. Heck, I could get a ChatGPT login right there in the sales office and just say, here's the prompts you should ask. I could do that today. So, the question then becomes, well, what is the job of the salesperson? And here's what it is. It's to uncover the emotional buying strategy, and via that strategy, help improve that person's life. That's the shift. And so, I don't know if that directly answers your question, but you triggered it. It's something that fires me up. 

Kevin Weitzel: Well, I suffer from a disease, and I'm just going to put it out there that I think you may suffer from the same disease. Because I, as a salesperson, believe that your job is to not talk somebody out of what they're already there for. I'm a believer that salespeople are their own best salespeople. Because when you walk into a place, you're the easiest lay down sale because you've already pre-sold yourself on the concept of buying whatever it's you're shopping for. It's just that the home buying process is [00:21:00] more complex than a set of headphones. 

Ryan Taft: Yeah. It's almost like if the sales person doesn't suck, then there's a really good chance I'm going buy this. Because if I'm going to go somewhere, if I'm going to do something, if I'm going to be looking at something, I've probably already gotten myself most of the way there, to your point. How about this as an example for this one, Kevin? You walk into a restaurant, you sit down, and then the waiter comes up and starts giving you the history of the restaurant. They start telling you all the specials. And I'm over here like, Dude, I don't care. I already read this. I already looked at your menu. I already know what I want. Let's go. 

And we see this with salespeople all the time. What you don't see with people when they go look at restaurants is you don't have someone walk in, go into the host stand, and the host says, Hi, can I help you? And they go, oh, just smelling. Just smelling. No, they don't do that. They're there to eat. The host assumes, and this is a host, this isn't even the server, the host assumes if you walked in my door, you're here to eat. Great. Why are we not acting the same exact way? I heard an interesting statistic the other day that a [00:22:00] big builder out of Texas shopped their entire region to see how many people actually got up out of their chairs when a customer walked in. Any guesses from you guys as to what percentage did not get up? 

Greg Bray: I'm going to go with a majority, more than half. 

Kevin Weitzel: Okay. I'm going to say 60%, somewhere in that window.

Ryan Taft: Seventy. 

Kevin Weitzel: Wow. 

Ryan Taft: So, here's what people are getting. Hey, there's the models. Let me know if you have any questions. Guys, I've been walking out of models my whole career, almost a quarter of a century, and I can tell you in 24 years I've been asked for the sale four times ever. Ever. The majority of the time, I don't get walkthrough models. If I had to bet, what is the presentation going to look like? It's going to be pretty much what we just described. And why? It's because people think that the home is what we're selling, so that makes sense. Go look at the thing you want to buy. It's not what people are buying. And the minute you wrap your head around the fact that we're selling life improvement, we're not selling homes, then you can't just send people out to models and hope they'd come back and say, What do I need to do to buy it? That [00:23:00] was COVID. That was what happened, right? Number 312, now serving. You can't do that today. 

Greg Bray: Well, Ryan, this has been an amazing conversation. We appreciate your time and want to be respectful of it. As we kind of wrap up here, any last thoughts or words of advice that you wanted to get out to the audience today?

Ryan Taft: Well, I think the big thing for the audience is just a human thing, and it's, this is that my dad used to say, living is learning. It was a phrase he would utter quite a bit. And, you know, he always wanted my brother and I to learn a language, learn an instrument, do something along those lines. So many of us we get caught in our day-to-day of just doing that, maybe we've stopped learning a little bit. And so, my advice to everybody is to ask the question, How are you growing? What are you doing to improve you? Now, if you're listening to this podcast, I'm probably preaching a little bit to the choir, right? 

And at the same time, I got advice from a mentor that said, if you want to change who you are, there's three things you need to do. Number one is associate up. Find people who you can hang out with [00:24:00] that are smarter than you in whatever area you're looking to improve in, and you'll adopt their thinking, you'll adopt their language. That's what happens. Secondly is he said, What are you listening to? Like podcasts like this. Are you listening to things like this? He gave me the Zig Ziglar kind of concept of turn your car into a university on wheels, and we have access to so many things to listen to. 

And then lastly, he said, What are you reading? When you read other people's books, it's like you're able to steal their life experiences and their mindsets for pennies on the dollar. And then I had another mentor say this about that same concept. He said, Not getting wealthy in America is like getting locked in a fully stocked grocery store and finding a way to starve to death. It's because most people think they know, and they don't know. And so, I'd say, do more, get super active, whatever it is, be more intentional. Learn, grow, just really lean into that and who you are in the next five years, you'll look back and you'll be like, wow, what a change. It goes by quick. 

Greg Bray: [00:25:00] Great advice. Thank you, Ryan. If somebody wants to connect with you, learn a little bit more about Impact Eighty-Eight, what's the best way for them to get in touch?

Ryan Taft: Well, email is a good one, ryan@impacteightyeight.com. And that's all spelled out. There's no dashes, no numbers, it's just ryan@impacteightyeight.com. They can also check out the website. We just launched a really cool blog, by the way, on the website at impacteightyeight.com. And of course, there's all the social channels. Instagram @Ryan Taft, blah, blah, blah, all that. 

Kevin Weitzel: One last thing before we go. Besides 88 being the year of the fifth out of the seven proms that I went to, explain what the 88 is just for our listeners that don't know, and honestly, because I don't know. 

Ryan Taft: Okay. All right. So, a lot of people think there's like, some sort of like, Ooh, is that like a mythical thing or whatever? No. It's much easier than that. So, I grew up in, LA area. My dad was an actor, so he did acting classes in our living room. He was in movies, TV shows. So I grew up in that area. It made sense that I was a movie guy. I speak in movie quotes quite a bit. Impact Eighty-Eight, when I was thinking [00:26:00] about how I was going to come up with this and what it was going to look like, the name was critical. Because if I couldn't come up with a name in my mind, I was like, all right, Lord, if I'm supposed, I was getting all these nudges to go do this. And I'm like, if I can't come up with a name, then it wasn't meant to be. Well, I got prompted to ask, not what do you want to call it, what do you want to do? 

And impact people was the answer to that question. But you can't call a company Impact People because that's stupid. So, I thought, well, what do I want to do with people? Well, I wanna impact their future. And right there, Kevin, is where the whole thing shifted for me.
Because if you go to eighties movie pop culture, and arguably if you haven't picked up on it by talking to me yet, or for those listening, we're on video, so these guys can see me, I've got very specific things that are in my office that you'll see. I'm showing the guys on camera. Anyway, the movie Back to the Future is my favorite movie of all time, and the star of that movie is not a person. It's the car, as you likely know. And the car needs to go 88 miles an hour to get to the future. [00:27:00] So, Impact Eighty-Eight was very Gen X, very representative of me, and the name literally means impact the future. So. There you go. That's the short of it. 

Kevin Weitzel: Love it. 

Greg Bray: Awesome. Awesome. Well, thanks again, Ryan, for being with us and sharing so freely. We really appreciate it. Thank you, everybody, for listening today to The Home Builder Digital Marketing Podcast. I'm Greg Bray with Blue Tangerine. 

Kevin Weitzel: And I'm Kevin. Weitzel with OutHouse. Thank you. [00:28:00]