In 2025 and beyond, attention is the new currency in the car business…and everywhere else. Much like real estate in the early 1900s, those who recognize this shift early and act decisively will reap the greatest rewards. The difference? Instead of owning physical land, we’re now competing for digital territory.
If you’re not building a brand, you’re renting your future from someone who is.
Think About It
History rewards those who see the future before others:
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The Real Estate Boom: In the early 1900s, urban land was dirt cheap. Those who invested then set their families up for generational wealth.
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The Model T: Henry Ford didn’t just build cars…he reshaped America. Early adopters of the auto revolution created entire industries.
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The Internet Age: A $10 domain in the 1990s was laughable to many. Today, those same domains are worth millions.
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Elon Musk: He owns Tesla, SpaceX, and more, but his personal following of 160 million+ on social media dwarfs them all. Musk is the brand…and his influence drives everything else.
Now, attention is the next frontier. Platforms like YouTube, TikTok, and LinkedIn are today’s version of undeveloped land. Stake your claim, and the returns can compound for decades.
The Problem
Most people won’t act.
Why?
Because we’re wired for survival, not foresight. Humans crave short-term comfort. We consume instead of create. We rent our attention from others instead of owning it.
Michael Fassbender’s character in The Killer said it best:
“From the beginning of history, the few have always exploited the many. This is the cornerstone of civilization. The blood in the mortar that binds all bricks. Whatever it takes, make sure you’re one of the few, not one of the many.”
Most will miss the opportunity to build something lasting. Will you?
The Internet as a Force Multiplier
Here’s the good news: The internet makes owning your niche easier than ever.
When you build a personal brand, you:
- Claim digital real estate in a world where attention is scarce.
- Leverage psychology to connect with your audience.
- Multiply your efforts by creating scalable content that works for you even when you’re offline.
The real power isn’t in appealing to everyone…it’s in dominating a specific niche.
Action Steps
Here’s how to start building your digital real estate:
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Choose Your Niche: Think small and specific. What space can you own that aligns with your passion?
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Start Creating: Whether it’s a YouTube channel, a blog, or a LinkedIn presence, consistency is key.
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Learn Human Behavior: Understand what motivates your audience and craft your message accordingly.
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Think Long-Term: Building a brand is like planting seeds. It takes time, but the dividends grow exponentially.
Imagine a ship leaving harbor. It takes enormous energy to get underway, but once it’s out in open water with a destination locked in, it cruises effortlessly.
Find Your Differentiator
If you’re selling the same brand in the same market, what sets you apart?
Think of real estate agents in your area. There are probably hundreds, but only one or two came to mind just now. Why?
What are they doing differently?
Get yourself a tagline that supports your unique edge, and use it everywhere…online and in person.
Social media and advertising can get you known. Your actions and voice will get you liked and trusted.
That’s the trifecta: Known, Liked, and Trusted by a specific audience.
Your Move
Here’s the big question: Will you own your attention, or rent it from someone else?
The world is shifting. Those who build their brands today will own the assets everyone else rents tomorrow.
That’s all for now
See you next Tuesday.
About Bob Manor
Bob Manor is the founder of South Ontario Auto Remarketing, Can-Am Dealer Services, and is Co-Founder of Auto Auction Review. Bob is also the creator of the Freedom Formula. With over 30 years of experience in the car dealership world, Bob specializes in wholesale, dealer services, and personal branding. His mission is to help dealership professionals take control of their careers, build resilient personal brands, and achieve lasting freedom in business and life.
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