Cutting Through The Noise

Changes create chatter because people have questions. Questions create a craving for immediate answers and relief, and sometimes the loudest voice wins. Even if it's not the best answer, sometimes "an" answer is enough to satisfy that craving. It doesn't have to be perfect. The answer only has to be good enough to satisfy the question. It's also why I get in fights with A.I. tools..."you didn't answer the question." is one of my most typed responses in my experiments.

As market conditions evolve, so do the answers to all the classic questions.

• "How's the market?"

• "Is now a good time to buy?"

• "I read that..." insert dramatic statistic here

• "When will rates come down?"

You know you'll get these classic questions, so how do you prepare for them? Are you just winging it? Cutting through the noise means standing out with your message. A simple moment of clarity, consistently delivered, stands out in all this chaos and noise.

The great performers: They practice, they rehearse, they learn the rules of their craft like a professional. It's why the elite musicians are adored. It's why we celebrate professional actors and athletes. They've honed their craft to where they get it right more often than they get wrong. And they make it look so easy. Only because, you're seeing the 1000th time they've played that song or made that free throw. You're not seeing them attempt it with zero prep. Professionals look calm because they create calm. When you've done it time and time again, there's less nerve to it. Your client? This is probably new to them, so they'll have the chatter.

Something unexpected that's relevant and appreciated instantly stops the chatter and cuts through the noise. I'm borrowing this framework from my notes on Phil Jones' breakout at Family Reunion.

• Care

• Consult

• Curiosity

• Close

Sometimes, the best way to cut through that noise? Ask another question and stop talking. Cut the noise entirely and let the silence be the clarity.

Pause long enough to demonstrate you care more about them as a person, and not so much about the transaction or benefit that might result from your conversation. Bring additional perspective or context to their question, help this fellow human with their problem. Always from a place of curiosity, never from a place of judgement. Then close that moment and move to the moment. Simplicity and focus always cut through the noise. It's why you can recognize your name in even the most crowded and loudest spaces.

Don't over complicate this market. Share your professional perspective on their situation. And help them figure out their next steps.