like, this isn’t who I am,” he recalls.“Everybody’s like, ‘well, you have got a raw personality, and you can offend people.’ And I was like, you know what? I’ve been doing everybody else’s way for five years and I’m not that guy.” The pivot to unfiltered, one-take video tours produced staggering results. Lead generation exploded. “We went from averaging about one lead a month on our listing videos to 130 leads a month,” Laricy says.“We are constantly closing deals over it. We’ve been selling two listings a week just from these.” His Instagram following grew to over 41,000, with street recognition becoming commonplace. The approach took advantage of current trends showing authenticity driving engagement rates far beyond polished, corporate content. Beyond social platforms, the Laricy Team revived an old-school strategy with modern execution. His weekly market newsletter combines deeply personal storytelling with hard market analysis. One recent edition detailed his high school breakup and subsequent conversation with his history teacher, weaving the emotional narrative into observations about buyers backing out of contracts as they realize initial enthusiasm doesn’t equal lasting commitment. “I think a lot of it comes from me talking about it a lot,” he says of the authenticity trend.“A lot of stuff’s gone viral on it, and I think that’s been big.” STRATEGIC ADOPTION OF AI AND TECHNOLOGY, NOT BLIND FAITH While the real estate industry rushes to embrace artificial intelligence, Laricy maintains a measured skepticism that sets them apart from competitors claiming technological mastery. “AI is such a buzzword right now, but it’s just not there,” Laricy says bluntly. “To me, it’s like AI is going to be there to help automate emails, to follow up, things of that nature. None of it works yet. I know a lot of people talk about how they got it perfected. It can’t really do anything you need efficiently yet.” His team experiments with ChatGPT, Grok, and other tools for content generation, but Laricy describes the workflow as cumbersome. “It kind of makes it 167 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 11 MATT LARICY GROUP
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