The Five D's

Mike discusses the importance of tailoring real estate marketing messages to specific life events, or 'Five D's': death, divorce, diplomas, diapers, and debt. These events often prompt people to move, and Mike suggests creating separate marketing messages for each. They encourage agents to ask questions that resonate with these life events, such as 'Has a new baby caused the need for a new home?' or 'Does a pending divorce create a need for a smaller house?' This approach, Mike argues, makes the message more relevant and effective.