Joe:  Welcome, this is the Real Estate Investing Mastery Podcast. What's up guys? Joe McCall, Real Estate Investing Mastery Podcast, and glad you're here. We got a special guest today. His name is Caleb Luketic, and he has been on my show before. We're going to be talking about something very practical. Now, sometimes when you hear the word SEO, your brain checks out. And if you've been in the business for a long time, you might think, then that's kind of like a long time ago. That doesn't work today. It's not relevant today. But you are gravely mistaken. And we're going to be talking about from an investor's point of view, whether you're a wholesaler, or a buy and hold investor, or a fix and flip investor, apartments, residential houses, multifamilies, vacant land, this is going to apply to you. And Caleb has been doing this for a long, long time. And we're going to actually share with you some practical steps and things you can do today. I've got my pen and my paper about what you can do to grow your organic SEO presence. Because face it, when people go online, or when they want to sell their land, or their houses, or whatever, they go online. And they're going to Google, they're going to the chat, GPT, and wherever. And they're saying, how to sell my house fast. Or they're looking for, we buy houses, or whatever. And are you going to show up? And they're also going to be looking by their local city area, right? So if you live in Des Moines, Iowa, they're going to say, we buy houses, Des Moines, Iowa. You can go and spend thousands and thousands of dollars on paid SEO, which is great if you've got the money for it. But if you don't, and you don't want to spend the money on that, you need to pay attention to listen to this podcast. Because Caleb, I asked him to come on. I said, hey, can we talk about some real practical things of what people can do today that can grow their online presence so that they can be found easier in the algorithms, in the Googles, and the chat GPTs, and stuff like that, okay? So welcome, Caleb. How are you?

Caleb:  Doing great, man. Hey, it's warm outside, where I am finally, from cold winter. I don't know what's been happening, but I'm like, it's been cold. It's warm. I love the sunshine. Anytime that's out, man, it's a great day, a great day.

Joe:  Yeah, I'm actually going golfing in a couple hours. So I'm looking forward to it.

Caleb:  Funny enough, same thing here, actually. So that works out well. Now, you're in East Tennessee, right? Yeah, so yeah. So East Tennessee, Johnson City, if you know the famous song, Wagon Wheel there, out here if you're a NASCAR fan, the Bristol Motor Speedway is here. And so really small area. I say really small. You know, about a half a million population size. We're east of Knoxville is where we are. So, yeah.

Joe:  Okay, Caleb. So talk about what got you interested in doing SEO.

Caleb:  Yeah, so let's jump into it all. So we'll define it first, and I'll give you how I got into it, and you're going to probably laugh. So SEO, Search Engine Optimization, three letters there. Organically, right, ranking on the search engines. We always focus on Google because, let's be honest, Google's become a verb. Hey, have you searched that? No. Have you Googled that, right? That's always what that is. And so, but you still have, right? Yahoo, Bing, there's other search engines out there, right? So it's all of them trying to rank your website organically. So we don't have to pay money on ads to still show up. And so how I got into it, it's actually really funny. So when I started in real estate over a decade ago now, I was in college. First thing you should know about a college kid, we have no money, right? And so I was like, how do I get these leads with just my time being invested versus dollars? Because I don't have a whole lot of those, right? And so SEO has kind of stumbled into it. Oh, okay, cool. Let's kind of see what could happen here. And lo and behold, I just started learning it and just doing all these different things. And let's be honest, SEO a decade ago and beyond was way easier than it is now. And so I were chatting to give some practical things for 2026 and after. But man, back then, you could just plug away, added in. Ended up getting my couple very first wholesales from it. My very first wholesale, never forget it, a whopping $800. And I always thought I was rich, right? I was like, I did it, guys. I wholesaled one. It was awesome. Very next deal was $15,000. And I was like, oh, wait a minute. That's very much different than $800. I was like, oh, I'm on to something, right? And the rest is history, as they say. So that's, man, that's exactly how I got into it. More out of a need where I was like, then I'm not going to be told no. I'm going to get these houses one way or the other. This seems like a great way. Let's do it. And here we are just a decade later after just saying, I'm going to figure it out, man.

Joe:  Nice. Okay, so search engine optimization. Does that also count for chat GPT and AI? Because if you're ranking now, we're going to have some fun.

Caleb:  We're going to have some fun because yes. And so there are some other ways now. So man, SEO is kind of in this rebirthing stage right now as we know it. Because AI is a whole new separate thing, right? Google, yes, it's got AI, but there are other AI platforms acting as a search engine with completely different algorithms than the other traditional search engines that we think of. So we're going to talk about that for sure. But that is included. That's a part of what we do. It's a part of the process you should be focusing on, right? Hey, how do we get AI focused in here? Because man, AI is not going anywhere. You and I both know that, right? We talk to it a bunch. I'm sure you do. I do, right? It's awesome. It's great for ideas and all of these things. And so many other people are using it as well. So you kind of have to adapt and go into it. So I'm going to share one of my things. We're going to talk about how to get really good AI content on your website. That's going to help you rank better there. So we're going to definitely talk about that.

Joe:  Yeah. Where do we need to start, right? Like, do we have to have a website?

Caleb:  Yeah, so let's start there. So there's really five main things I want to go over. Really, like these are the five things that are going to be really practical for everybody watching this. If you take these five things, you're going to do really, really well. All right. So the first thing, the website, that's where we got to start with, right? Now, look, for those of you that were like me when I first got started, I was like, dude, I know nothing about technology. I know nothing about websites. I know nothing about it, right? I'm like, how do I do this? Right? Both of us know a gentleman very well. His name's Trevor with Carrot. Man, they've got great websites out there. So if you're a real estate investor and you need a website, that's a phenomenal spot to go and get started on. And Joe, I'll let you in on a little secret that why Carrot does so well. Yes, of course, Trevor's awesome. We all know that, right? But one of the big reasons why their websites do so well is because they're built on WordPress. That's what I tell everybody. WordPress website is king. Nothing else. All of the Wix and all those other things. Joke. Not going to rank well, right? WordPress is still king, even in 2026. Yes. And that's why Carrot's done so well as well, because of the technical back end, right? You and I can go on and on and on about how great they are in so many other ways. But WordPress. So that's the first one, right? Website. We've got to have that. And so that's something there that if you're not tech savvy, I would recommend going to that side of it because it's just going to help. If you are a little bit more tech savvy and you want to hire somebody to go build that site out. Great. Do that. That's awesome. WordPress is where mine is at. And that's where you need to be. So that's the first thing for sure. Website is key here, because think about it like this way. When you go build a house, do you build it on the dirt? Well, no, there's a concrete foundation, right? Without the foundation, you could build the best kitchen in the world, right? Oh, my gosh. That means writing the best content and all of the stuff. But if you have a bad foundation, dude, your house is going to fall, right? So that's where WordPress comes in. So that's really the first one. Most people overlook. They're just like, oh, I'm just going to start doing it, right? Well, yeah, action's great, but we got to have the proper action with the proper tools at our ready that WordPress is really that.

Joe:  OK, good. So do you go get a website from Carrot? Can you build your own or what do you recommend?

Caleb:  Yeah, so you can definitely build your own on WordPress for sure, or just go get one from Carrot to get started. Beautiful part is you can always transition that later. You could always move it later if you wanted to. Either way, you can always change that. So that's got to be step one. Number one, getting a good website is really, really, really important with that.

Joe:  Now, I love Carrot. I love Carrot. Good friends with Trevor. Great company. But if you want to save some money and go somewhere else, where can you go?

Caleb:  I'm going to be honest with you. It's more expensive to build a WordPress website out of the box than it is to get from Carrot. Now, this is the debate a little bit, right? Leasing from them because you don't necessarily own it, right? You lease it from them or you build one that you own yourself, right? So there's a couple of different things there. This is what I tell everybody, right? Same thing of like, what's better, rentals or holding a note? Well, neither one's wrong, right? It's just a personal preference of what you would rather have, right? And so with that being said, you can use AI now to build some websites. WordPress does have some AI builders. And so if you feel comfortable enough to use AI and help you do that, hosting on a WordPress site is like $10 a month. It's so cheap. So if you feel comfortable doing that, go play around with that some, write content. And again, Joe, AI is awesome. Now, does AI replace you and I? Definitely not. But is it an aid, a tool to help us? Absolutely. And so if somebody can go and use that to go build a website and get it to the point where it needs to be, I highly recommend that. Go and do that. But again, if you want out of the box ready, Carrot is definitely going to be your better option for phase one, the foundation. And then we're going to get into all the fun stuff you do after you already have that. Okay, cool.

Joe:  So go get a Carrot website. I used to have an affiliate link. I don't even know if it still works anymore. It's JoeLikesCarrots, JoeLikesCarrots.com. That's hilarious. I love that. And it works. Yeah. So go to JoeLikesCarrots.com. Love it. We're mainly talking about websites for your real estate investing business to attract sellers, people who want to sell their house or sell their land, right?

Caleb:  Exactly right. Yep. Obviously, that's what Carrot's focused on. If you run a home service company or something like that, that's definitely theWordPress end is where I recommend we do help people create them if somebody wanted that help. But again, you guys can figure that out, I'm sure, with AI and different WordPress tools.

Joe:  Now, one of the questions that I've always had, when you go and you get a website from a company like Carrot, aren't there going to be 100 other people that have the same looking website? And does that matter?

Caleb:  Yeah. So that's a really good question. That's actually some stuff we're going to talk about, right? And some of the other, really, we titled this something to the effect of, hey, five things for SEO that you can go implement right now and go and use these things to do better. And so we talked about number one. The other ones we still have left, we're going to talk about how to stand out because that is a big, big factor, right? And this is coming from myself as a real estate investor myself that, I mean, last year we locked up 154 contracts. So it's not like we're doing nothing, right? It's not the biggest volume, but it's certainly something, right? And last year alone from SEO, I generated a 36X ROI. Soa dollar in, 36 back out. That's insane. Paydads got me about eight and a half or so X, which is still good, right? But like not compared to SEO, right? So this is the stuff that I'm telling you guys, this works. Whether you want to believe me or not, because I'm going to still lock up more transactions doing it, but this stuff works. And the stuff that we're going to talk about now is the branding side of it. So that's the second one, building the brand, right? How to stand out, right? Joe, you and I look kind of similar. We got some glasses there. We got the facial hair, right? There's a couple things that are there, but you and I are uniquely different people, right? We just are. And if we tell a seller, hey, here's your two options. Well, I'm going to make an argument there that probably those sellers are probably going to go half and half, right? They're going to kind of, you know, go half to me, half to you, maybe a little bit more one way or the other, but well, why? Because they might relate to you differently than they do to me, right? And that is where we get the branding part of it in there. And when I talk about branding, most people think like, oh, the colors, the logo. Yeah, that's a part of it. But believe it or not, people want to talk to real people, right? They don't want to deal with these AI this, AI that. They want to talk to humans. They want to talk to somebody local that they know, they can trust, all of those things. And so when I talk about the branding, if you go look me up and you go look at my site and go look at all of that stuff, you're going to find my face everywhere, right? Seller testimony videos, selfies of me and a seller, videos, reviews, all of those different things centered around myself being local, right? That, hey, I'm the guy, me and my staff, we're the ones here that you're going to talk to. We're all local. We're all here. We go through that stuff, that in the branding element. So to answer the question about how you make the website different, right? Is that right? Out of the box, everybody has it, right? But all of a sudden you brand it with yourself, pictures of you, selfies of you and sellers, testimony videos, reviews, those types of things. Guess what? That's how you stand out now because people who look like you, talk like you, act like you can, can relate to you, they're going to gravitate toward you more often than anybody else. And that's how we're going to get into a little bit of this, but conversion rate optimization, right? You're going to optimize for conversions. Well, how do you do that? Well, you want people to relate to you. And so that's the second one here is for you guys out there looking through this is the branding side of it. Believe it or not, you are the brand for your operation, whether you realize it or not, whether you like it or not. For those of you that are like, well, I don't like to be on a camera. I don't like doing that side of it. Well, that's fine. Those that are, I can promise you are making way more than you are. They're doing more transactions because Joe, you remember this as well as I do. And we have Zillow. We have Open Door. We have all these people, iBuyers, right? All those things where you can go and submit that. We all know how that ended up, crashed and burned hard, right? And now people, they went through that and experienced that. And they're like, you know what? I want somebody real. I want somebody local. And so who are they going to pick? Are they going to pick the generic, no personality to it? Or are they going to pick the one where, oh, wait, that guy, oh, snap. He's here. He's local. He sounds like me, talks like me. You know what? Yeah, let me reach out, right? They're going to pick the person with better personality on their website. So my response to anybody that says, well, I don't like it. Well, do you like doing deals? Because if you do, then you should do this, right? Get out of the awkwardness. It's really not that awkward. I promise. It's really not that bad.

Joe:  All right. So what are some things that you can do to build your brand or to make it better?

Caleb:  Yeah. So let's get into a couple other things that I've got here. These kind of all go in together. So the next two things we're going to talk about are getting reviews and social media, actually. So just personal social media. I know that people oftentimes, they think SEO. They think all the tech, all the techie side of stuff, right? They're talking content, the back linking, all the big keywords there, right? On to that side. But actually, SEO really is nowadays intertwined with social media, who you are as a person. And when you focus on those things, your SEO actually does better. Because guess what? People research you. There are stats behind this. I don't have them up right in front of me. But people that submit forms on SEO are researchers, right? They dig in more. There is data on data on data that shows this, that they take more time, right? I can't tell you the number of sellers that have told my staff or myself once where they're actually closing, they're like, hey, part of our kind of research on you is I looked you up on where? On Facebook, right? Everyone's looking that up. They're like, oh, we see that you're talking about you're doing transactions and you're showing progress updates of these houses and doing this and doing that. Yeah, you seem legit and you seem real. You seem authentic. And we like and we like you, right? So my organic social media presence actually has helped my organic SEO on my website do better. Because what do they do? They research you. Like I said, and if you don't believe me, Google it. Go look that up there. Google themselves has published data on this that people that click on ads don't do as much research as those that do on SEO. So the more you can give them to research and find you and they get stuck in your web, you spend on your website, on social media, everywhere. They're going to probably convert with you over anybody else. And so that's what I mean with social media, right? We're not talking about, you know, posting stupid videos, right? We're talking about, hey, share wins and losses in your actual operation. Tell people, hey, I buy houses. You have a house that you want to sell, right? This is what I tell everybody. Nobody knows if you don't tell them, right? So if you're not posting, hey, I'm looking to buy this house or I'm looking to wholesale this house or do this. If you don't post it, how does anybody know, right? So when you tie that in with a website, your brand, right? Taking selfies with sellers, getting testimony videos. Now social media are number three side of it. Adding that in there and being active in groups on social media, local investor groups, all those things. I know this seems kind of counterintuitive to typical SEO things we talk, all those things that people love to talk about. Technical SEOs, creating a backlink, all those things. They're important. You have to have those. But the thing that, again, we're talking about actionable steps right now that you guys can literally go and do this, right? This isn't some special like hidden behind a curtain thing. Like you all probably scroll on social media as much as I do, right? And watching stupid videos. Why not take some of that time and invest this into your operation that telling people, hey, here's what I do. They can come to you and know, hey, Joe, he buys houses. Cool. Let me reach out, right? Because you never know in six months, somebody's going to remember something like, hang on, there's that guy. Oh, that's right. I remember seeing that post. Let me reach out and just ask him, right?

Joe:  So Caleb, you do all the social media stuff, right? But then do you post that onto your website or does that matter? Do you take your reels and your Instagram videos and put them on your website as new blog posts or something like that?

Caleb:  Yeah. So we're going to talk about that in a minute. But no, I actually don't. They're actually two separate things, actually completely. And so what I do on the real estate website side, it was all about motivated sellers, right? Every single piece of that, right? But naturally, if I'm on the website and my name's everywhere, what are people probably going to do? They're going to Google me. What shows up when they do that? All my social media handles, right? They're going to go click on that. Like, oh, yeah, I've got an Instagram account. Let me go see what he's talking about, right? So that naturally leads into I don't even have to cross promote those because people are naturally searching that stuff anyway when they're researching me. So we're talking about social media, right? On how you guys can use that. I promise you, SEO, I'm telling you guys, it matters when you do that stuff and you're posting that stuff. And by the way, we're going to get into some other articles on the website and some things for AI here. But the other things that we need to be doing as well, posting on your business, Facebook and your business, Google business profile, you guys are doing those two things. That's what we're going to talk about right now is articles, right? Is getting into there and writing different things, what to share, things like that. So when you do that stuff, those are what's called social, the signals. And so social, the signals, what that does is it signals to the search engines, hey, check this out. They're being talked about on social media. It's relevancy there. And so when you do that stuff and when you go through that, you're sharing just a link, right? What I've done in the past is a link on my site to Johnson City saying, hey, that I buy houses here, right? Well, all of a sudden now that's just a post I made and linking back to the website, just basic things like that, right? Or maybe posting in a link to an article on my site about how we buy in inherited houses, right? Doing some things like that and just doing those little things like that. So that's how I cross social media and my website. I don't really post personal reels and stuff. I do it more for people are going to research me, look me up. And that's how all of a sudden they are going on there and saying, wow, OK, this guy's real. And I just had a seller this week. Well, first of all, they accepted our offer was $5,000 less than somebody else's offer. And why? Well, what was the reason why they had went through that? And the number one, my acquisitions manager, he's fantastic. They loved him. But the thing that the wife said, and by the way, the typical the ladies in the situations, they typically are the are the researchers, the social media researchers, right? They're digging in. The wife in this instance had said we looked up the other individual and they were posting stupid stuff, you know, didn't really make it look very good, right? Versus myself that very afternoon, I had posted something about transaction, right? About an actual house. And she was like, I started to dig in and look through. And she's like, oh, my gosh, you're the real deal. You're actually doing transactions. It made me trust that. And so would we rather take $5,000 as a maybe or $5,000 less as a guaranteed yes? We want the yes, because we need to have it. Right. And soall of a sudden now, that's how that helped convert that aside of just from talking about what I am actually doing there. Right.

Joe:  Okay, good. So we're talking about the five steps now. Step one was get a website. Step two was brand. Make sure you're focusing on building the brand of your website with your picture everywhere. Okay. And number three was social media. Get out there and do regular posts on social media, Facebook, Instagram, YouTube, TikTok, whatever it is, whatever your whatever tickles your fancy. Just do something. Right. Do you recommend going into as many different channels as you can or like pick one and just dominate that one?

Caleb:  That's a really good question. I always am going to say two and so now keep in mind here, right, we're talking about real estate investors and motivated sellers, right? That's the laser thing we're looking at right now, right? What's our age demographic typically of a motivated seller? Well, they're going to be 50 and older, typically, right? They're not going to be a 25 year old, right? It's just not very seldom do we run across that, right? And so the reason I say that is important to know what's the biggest demographic of people social media wise where they are. Well, Facebook is where most of them are. And so that's why I harp on that because that's where they're all on TikTok. They're like, oh, China this. I'm not doing it right. I don't know how many conversations you've had about that, but I've had people just sellers. We talkshop, right? And I cannot tell you the number of people. I don't trust this. I don't trust that. Facebook, though, blah, blah, blah, blah, blah, right? And they're like, but, you know, they sell your data, too. We're not going to talk about that. But anyway, right? So Facebook's where they're all at. And that's why they're hanging out there. So that's why I would say if you pick one, pick that because, again, that's where your people are going to be hanging out because they're sharing pictures of grandkids reconnecting with old friends, what have you. That's where they're at. Right. And so that's why focusing there is really going to help you on converting the sellers later on. Now, spread it out. Do other things. Great. But Facebook should be the priority. And let's be honest as well. Facebook's where all of the local investor groups are at the local yard sale groups, the buy, sell, trade groups. You're right. All of those things are there. Right. And so that's really where I would suggest to focus that is that one platform.

Joe:  Can you use AI to help you come up with stuff to post on Facebook? You know, things to talk about in videos or pictures and things like that.

Caleb:  Absolutely. And that's I think that's where AI shines. Right. Is ideas, idea generating. Right. To get you from point A to Z as quick as possible. Right. And it's not going to do it all for you, but you're like, oh, yeah, that's a great idea. I didn't think about that. Yeah. Talk to whatever AI platform that you're on. Like, hey, give me five ideas of a social media video to shoot or a post to write. And it's going to give you topics to talk about within your operation about a deal that you did recently. But also, I'll give you a couple right now. Think about just a couple of deals that you've done recently. Right. Talk about those. Right. Talk about how you helped that seller, what you went through, what they went through, and how you were able to solve that problem. Just talking about those things. Make it a habit once a week to talk to write a post about how your week went. Right. How many sellers you've got to help. Things you've been able to accomplish. Situations that you've been able to relieve headaches from. All you start talking about that stuff. When people go to your profile, they're gonna start scrolling and reading. They're like, oh, wait, this guy, he helped him with an inherited house. I just inherited my uncle's house. Oh, my gosh. That's amazing. He can help me. Right. That stuff matters because people want to find a connection somewhere. And I can't, Joe, I've got story after story here of sellers that have went through social media and said, this thing you talk about resonated.

Joe:  Let's say you're new. You're just getting started. You don't have deals to talk about. Right. So can AI help you come up with things to still talk about that might be of interest and will help your SEO?

Caleb:  Absolutely. Right. It absolutely can. And so now, rather than putting yourself in the shoes of, hey, I've done this. It's in the shoes of, hey, I can help you. Right. So now talking about how you can solve a problem that somebody may have. Right. So let's take the same situation. They just inherited this house. Rather than saying, sharing how you've helped somebody. Right. Now you can write it out and AI can help you focus in on this. But now you can write on how you could help somebody. Hey, do you know somebody that's inherited a house? And it's usually problematic. It's older. It needs to be fixed up. Well, here's how I can help take that headache away from you. A, B, C. And you list those different things out. Now, all of a sudden, it gets the same effect here where you're still taking the same topic, just changing the angle from I've done this to I can do this for you. Right. So just those little topical changes like that still gets you the same effect. And still talking about that stuff. Right. Hey, I buy houses. Who wants to, I mean, their house. Right. And going into different groups, talking through those, those different things. I promise you guys, it seems meaningless. It seems like all, it's not going to work, but I promise you it pays off. It might not pay off tomorrow. It might be six months or a year or a year and a half. But my gosh, when it comes in, you're gonna be like, why didn't I start doing this five years sooner? Right. You're going to get that. Aha.

Joe:  That moment of this works. Right. Like if you're like me, you're not very creative either. Right. So like it helps. There's nothing wrong with going to AI. Like Claude is my favorite right now. Or just say, hey, you know, can you give me some ideas? This is what my goal is. I want to create some SEO organic content for my website, for my Facebook, whatever. And I need some ideas. I'm a beginning investor. And give me five ideas of things that I can do short little videos or write short little blog posts about. And you'll be blown away by some of the ideas that it gives you. And you can even ask it, OK, now break that out for me. Like give me five bullet points to talk about and be honest. Don't try to be somebody or pretend to be somebody that you're not. But you can have it. It can learn to write in your own voice. And it's amazing. And you can come up with some really, really good things with that. OK, so we've talked about the three or four things. I think now we need to go to number four, right? Of whatwe can do to increase this.

Caleb:  Absolutely. So now let's talk about your website. Right. And we're actually talking about content within the website. Right. And so one of the things I was going to mention about AI is, by the way, you can ask it, hey, how do you, AI, whatever platform that you're on, perceive somebody's brand from SEO? So it'll rank on your AI engine if you will. And it will tell you, oh, here's what we look for. All the things I just told you, by the way. Plus, it's going to give you ideas on formatting content and different things like that. So to give you an example on my website, if you don't, if you don't have this, do this. This is super important. Every situation that a seller goes through, think of it, right? Foreclosure, inheritance, hoarder houses behind on taxes, whatever the situation is, right? Write content on your website, a dedicated page about how you buy houses that are in foreclosure, that are, that have been inherited, that whatever the situation is and talk about that actual process, like you're the subject matter expert on it, right? Here's how inheritance works. Here's how this works. And AI can help you draft and create a lot of those different things. And if you write it in a way that, that the AI will tell you how to write it and help you write it, well, it's going to rank better in their own platforms. And so when you do those things, that, that is number four, for sure is AI heavy content that is optimized for AI searches about situations, about what sellers go through, because think about it, right? When you type in any prompt, you could give AI a sentence and it spits out a book, right? It goes deep. It goes, it gives you so many options. So many different things. And so you want to now make that content on your website, relatable to how AI reads and goes through that. And so you want to give them practical tips and tricks and things like that to do when somebody maybe is in, has just inherited this house or they're behind on taxes.

Joe:  Now you can have AI write 20 articles a minute for you and you can't just put them on your website. Can you, should you personalize them? How do you make them sound not AI generated? And my question is how does the Googles and the bings and the Yahoo's, whatever, can they tell that that article has been written by AI and how do you prevent that? Does that make sense?

Caleb:  Yeah, that was, that, that was, you read my mind. That's where I was going to mention next. And so these are some things here that you can't just copy and paste directly from AI to the website. Right? We, we talked about this. It's an idea generator, right? It's never meant to replace you or I at least yet, right? It's, we're not, we're not there, right? But it's that idea generator. And so what you need to be doing and generating here is a lot of that content, a lot of those outlines, and you should be writing and, and, and giving it your own personal style there and talking about if you've done transactions, talk about how you've helped the sellers in that situation, give some specific examples within those different pieces of how you've helped people. Because two things will happen. Number one, AI will see that, crawl that and be like, Oh, this is relevant. What this person is talking about in this situational example is relevant to the user typing it out right now. Right? Because AI knows what they're talking about and their situations. And so when you promote that on your website, in your content of how you've helped somebody before, they're more likely to pull it and show it right then in there. Now that's number one. The second thing is that if you can take the content and put your own voice within the body of that messaging, so if you're talking about, about inheritance and it uses really big words, legal mumbo jumbo, well say, okay, enough of that legal mumbo jumbo or however you speak, right? You want to write it in that way. So that way the actual content itself has you sprinkled all throughout it. That's how you can avoid Google, Yahoo, all those other things from crawling and saying, Oh, this is AI. Right? When you sprinkle in your own personal stories and your own personal voice. So those are the two ways that you can take that and use AI to help you create all this idea, generate it right. And then take it into your website and post it without getting caught copying, pasting, Oh, hope this works right. You want to make it you. And so again, I hope that you guys are seeing this and hearing this, that the number one thing I will tell you this right now, and I will die on this hill. The number one reason why I had such a huge ROI last year in my operation, just from SEO is because of the personal anecdotes that I was able to share on social media, through the website, through testimony videos, through those different things, those channels right there. That is the reason why, why people are choosing me over my competition, because I do a better job of positioning myself saying, Hey, I'm just a local guy. You're probably going to like chatting. Let's have a conversation, right? When you do that, they'll be like, you know what I do? I like you. Let's chat, right? They're going to be more apt to reaching out to you. And so guys, all the things I'm sharing, like, I hope you guys all take this in, but this is what I do in my own operation that we do transactions from this. So this isn't like some story. So do you regularly post this kind of content on your website? We sure do. Yeah. So we have our, what I call our core articles, right? So foreclosure, inheritance, those core things that never really changed. That's what, that's what those are. And actually we are, we're working on doing this better, right? We're always improving, right? Always doing better. And this is one of the, one of those things that we're doing more of is starting to write articles on the website. And by the way, we leave sellers addresses, full details added it. We kind of generalize things, right? We may give the city or we may call them by a different name. Cause we don't want to share people's personal issues all over everywhere. Right. But we do want to share the stories of what they were going through and how we help them. And so we do write these different articles about these different topics and different things like that. We're actually, we've got a bunch of them written and we're actually working on scheduling them out here right now, this very week. But those are some things that we've noticed that when I talk about those things on social media and we talk about some of the, some of those different things in our ads on videos and different things like that, people tend to really relate with those. And so SEO, when we've done them, it's worked well, we're doubling down on it right now.

Joe:  So, okay. So I'm going to Claude right now and I say, Hey, I want to write an article for my WeBuyVacantLand website that has something to do with what's happening right now in the news or current events. Can you give me some topics? The goal is to build my organic SEO, and I want to write one of these articles every day. So can you give me five topics to write about? I'm asking it to give me ideas. I'm not asking it to write any articles yet on what's going on kind of in the news right now that current events people are talking about and how can that relate what on earth to selling your vacant land? Okay. Check this out. Article one topic, tariffs are making new homes, $17,500 more expensive. Here's why that's good news for land investors. There you go. That's awesome. The U.S. is short millions of homes and why it all starts with land. Okay. Now I want it to gear more towards, I need to tell it this. I want these articles to be geared more towards people who own land who want to sell it. So I'm going to talk to it here. I want these articles to be more geared towards people who own land and want to sell it and maybe sell it to me. So write these articles from the perspective of on my website for people who own land. All right. So it was kind of writing the articles for like a land investors perspective. Like I'm trying to find, you know what I mean? So it says, okay, great reframe. So the reader is somebody who's sitting on the fence who's sitting on a piece of vacant land. Maybe they inherited it. Maybe they bought years ago and they forgot about it. Maybe they're just tired of paying taxes and they're looking for a reason to act. Here are five topics for that audience. All right. Tariffs are driving up construction costsis now the right time to sell your vacant land. You own vacant land in America. How do you, do you know how rare that is? Mortgage rates are back above six and a half percent. Here's what that does to the value of your land. The spring housing market is frozen as we're recording this. We're in late spring. But does that mean your land has to sit? Number five, cities are starting to tax vacant land at three to four times. The normal rate is your property next. All right. So I'm going to ask it. I like article number five. Can you bulletpoint an outline for an article for me? Cities are starting to tax vacant land at three to four times the normal rate is your property. Next, the opening hook, Baltimore's doing it. Other cities are watching a quiet policy shift is underway that could cost vacant land owners thousands more per year in taxes for just doing nothing. What a great opening hook. Right. Right. So what's happening in the news? You can explain how Baltimore is increasing vacant property taxes, right? Why this is spreading the hidden costs of holding your land that you don't use anymore. The the trap of it won't happen here. Your options. What are your options as a landowner? Why selling now makes sense. And a call to action. And then I'm going to say, OK, that looks great. Please write me a short 500 word blog post on this topic written in at a fifth grade level. And don't use complicated words or or fancy things. And don't make anything up and write it like I talk. I just gave it those instructions right there. By the way, I will use whisper flow to convert my spoken words into text. And this is crazy. It's like, yeah, right. Can I read this for you? Yeah, this is something I'm showing you this like you can do this in Claude or GPT right now. I like Claude. I think it's better right now for your SEO, for your website. This is the title. Cities are starting to tax vacant land at higher rates. Is your property next? Something is changing out there. And if you own a piece of vacant land that you're not using, you need to know about it. Cities across the country are getting fed up with landowners who just sit on empty property and do nothing with it. So they're starting to do something about it. They're raising the taxes on vacant land way up. Here's a real example. Baltimore just passed a new rule. And this article, I don't know if there's a certain limit, but then it goes, hey, you have a few options. You could develop it, build something on it. A few more sentences. You could list it with a real estate agent or you could just sell it fast to a direct buyer, cash buyer like me. No commissions, no repairs, no waiting around to see and hope that you get an offer. That's what we do. We buy vacant land, all kinds, all sizes, all over the country. We pay cash. We close fast and we make it simple. Do you like that simple language? Like just short sentences? Yeah, exactly. You don't have to figure out what your land is worth or how to market it or how to deal with buyers who back out. We handle all of that. If you've got land that you're not using, land that's just costing you money every year, now is a really good time to find out what it's worth. Get a free cash offer today. It costs you nothing to find out. This is fantastic. Now you can go through it and edit it and modify it a little bit. But you think you could do one of those a day, you know, or you could easily. Like you could take, you could say, hey, look at all the news headlines today and give me five different topics that we could write about and the AI can do this stuff for you. This is amazing. All right. So we need to hurry up and go through this. What do you think we've covered for what's the fifth step now?

Caleb:  That's right. Number five. This is our last one. And so this is this one is arguably the most important thing is you guys have got to get reviews. Right. And where do you where to get them at? Right. Well, there's two different things. A testimony video from a seller when you're sitting there with them at closing is awesome. They are elated. They're about to get this check. You're there. All right. Awesome. Those stories that we get to tell on testimony, on the testimony videos, those help me go and get more sellers to say, oh, this guy's done it. Right. And then getting reviews on Google primarily. That's where people are searching at from anybody that you guys have been involved with in a real estate transaction. An inspector, an appraiser, a buyer's agent, a title company, an attorney, all the different people that know you and can speak about you as a person. Oh, Joe's a great guy. He's got integrity, this, that and the other. Those are the types of things that you guys want. Right. That's number five and arguably the most important one, because when a seller sees other people like them, they are going to convert for you at a better rate. One quick thing I'll share is I had somebody say, oh, my gosh, I used to work with that guy for 20 years at the same job. If he sold his house to you, you must be real. I'll sell you mine. All of a sudden, why? Because I couldn't have planned it if I even tried to. Right. But again, both those guys, SEO leads. And so they did the research. They trusted me. So if you guys can build all five of these things, the right website, get your branding down, which is, by the way, you right, getting that down, tying in social media to it, using A.I. to write better articles and get the and get reviews and testimony videos. Those five things right now in 2026, your SEO will do better. You are going to all the other things I remember.

Joe:  Right. But those I remember when I wasfirst getting started, I didn't have reviews from buyers or from sellers. Right. So I just went to friends. I went to I remember at the time I got a review from my pastor. It was a small little church. He gave me a short little 30, 45 second video review. Hey, if you're thinking about working with Joe, he's a good guy. I'm his pastor. Right. And then I got some tests. I had a realtor that was working with who gave me a video testimonial from a realtor. I work with Joe. If you're looking to sell your land, then he's a good guy to work with or your house is at the time of the house. I got a review from my mortgage broker and it was super. And just like that, with you thinking about it, you could get three or four or five short little video testimonials that you can put on your website. And maybe you could even ask them to you have to build a Google business profile and ask them, hey, can you go and can you do a review for me there? So real simple, exact, exact, real simple stuff.

Caleb:  Yep. And you can start just talking about Joe as a person. Hey, Joe's a guy who's got integrity. He's honest. He's likeable. All these different things that we're not talking about having them lie about, oh, I sold the house. No, we're talking about you as a person. Because at the end of the day, that seller is going to be talking to you as a person and they want to know, can I trust this guy? Is he honest? Does he have integrity? Is he going to do the things that he says? Oh, wow. Other other people are saying that he does. All right. Hmm. Let me reach out. Right. It's going to prompt them to go over the edge and tip them over the edge to reach out. So it's not as hard as it seems. It seems daunting. It seems hard, as Joe just literally showed you guys. Yeah, he just wrote and wrote an article in what, 60, 60 seconds. Right. Done. Right. It's awesome.

Joe:  So this is all simple. And this is all stuff that you guys can actually start doing today. And so I just encourage you to go do it. Now, Caleb, we got to wrap this up. And people want to get in touch with you if they want your help in doing some of this stuff. What do you do?

Caleb:  You know, Joe, it makes it really easy. I'm the only one of me in the world. You look up Caleb Luketic, Google me, what have you. I'm going to show up. There's nobody else other than me. So it makes it really simple. Yeah. So social media, you guys can find me there. I do SEO for other investors and other companies as well. I've also got some things that I give away as well. If you guys want to check that out. But yeah, anything marketing related? I just honestly, Joe, I just I just love helping other investors. And whether you guys take it up or not, hey, I'm still doing deals. And so, you know, after we're wrapped up here, I got to go check some offers for my for my acquisition managers. And we're going to lock a couple of these houses up. And so it's just something that I love. And do you guys need help marketing wise in general? Check me out on social media. We're doing a bunch of different stuff there. I'm just talking about marketing stuff like this. So if you guys have enjoyed it, you can go follow me there.

Joe:  Yeah. Your website has digital marketing solutions, SEO, pay per click, Facebook ads, website landing page design, fractional CMO services like a chief marketing officer's lead management. You can schedule a call with you. You do a lot of cool things. Thank you, Caleb. Again, do you have a social media platform you prefer?

Caleb:  Instagram, Facebook, then go look, go look me up there. That's where I'm probably the most active. Right. Because why? Well, sellers are there. Investors are there, too. So that's where I'm probably the most active. Go check me out there. That's where you can find all of my stuff. And I talk about a bunch of different topics and a bunch of different things. We'd love to have you guys joined in on those conversations.

Joe:  All right, Caleb Luketic. Thank you so much. Your website is CaelebLuketic.com. L-U-K-E-T-I-C dot com. I just Googled you. And thanks for being on the show. Appreciate you, man.

Caleb:  Yeah, Joe. Thanks for having me in.