624. Comfort is the New Competitive Edge

Comfort isn’t soft. It’s a competitive edge.

Cotality’s latest data shows that when choosing who to work with, buyers value comfort more than loyalty or convenience. Translation: people don’t come back because you’re the cheapest or the easiest, they come back because they trust you and feel at ease in the process.

In this episode, Brian breaks down five lessons for operationalizing comfort in your business: why it drives repeat customers, how to spot the subtle signals of discomfort, the role of timing, how to intentionally design for it, and why trust built on authenticity, logic, and empathy, is at the core of it all.

This week’s challenge: audit your customer journey for friction points and run a quick trust diagnostic on yourself and your team. The question isn’t if you provide comfort, it’s whether you’ve designed it into every step of your business.

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Meet Your Host:

Brian Gubernick is a visionary leader with over 20 years of diverse business and life experience. Currently the Chief Real Estate Officer for PLACE Inc and Co-Founder of Metrix Masterminds, Brian has held numerous other significant roles in the real estate industry including property investor, Realtor, sales team owner, brokerage operating partner, title/escrow company investor, property management partner, and start-up executive. Brian has also trained and/or personally coached thousands of sales professionals on the tenants of business success, leadership, and personal development. 

Brian’s passion for excellence is matched only by his love for family. He resides in Scottsdale, Arizona, with his wife and two daughters. When he’s not creating exceptional real estate experiences or nurturing his entrepreneurial ventures, Brian can be found enjoying quality time with his loved ones.

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