🍺 Jason Kelce wants your pee for cooling AI data centers


The Chris List™

Quick heads-up before you dig in: two lives worth grabbing a seat for this week.

Live right now: The Knwn Local systems behind $11M in GCI (a walkthrough of my email + YouTube agency for agents)

Thu Aug 27th, 1:00 PM ET: Watch me build a seller report live.

Register for both even if you can't make it, and I'll send you the replays.

Now, here's what is in this week's Chris List:

📝 [C]ontent: Jason Kelce wants your pee for data center cooling
🛠 [H]ow-To: How CEOs stop email from owning their day
🔬 [R]esearch: 7 in 8 young buyers are scared of you
🎨 [I]nspiration: The viral billboard that said "we hated him the least"
📈 [S]tats: 68% of Google searches never click a link

📝 [C]ONTENT

Jason Kelce wants your pee (for the AI data center servers) 🍺

Former Eagles center Jason Kelce stars in a Garage Beer × Liquid Death spot where he pees in a jar on camera and sings, roughly: we want your pee to cool AI data centers.

Not a bit. An actual campaign.

They sold glass "Data Center Coolant Collectors" for about $18.

Sold out.

Everybody's yelling about AI water use. A typical data center can burn through hundreds of thousands of gallons a day.

So they went farcical on purpose.

The seriousness almost makes it funnier. They're not actually collecting urine.

The joke works because the fear is real. Data-center fights are already local politics: water, power, traffic, property values, "not in my backyard."

In Pennsylvania, 76% of registered voters would oppose one in their community.

Why this matters for agents:

This moment is not a national meme for you to retweet once and move on.

If a data center (or the rumor of one) hits your market, you should be the digital mayor of that conversation.

Own the community narrative before random Facebook commenters and national headlines own it for you.

What that looks like in practice:

  • Post the plain-English version: what got proposed, where, what it means for water/power/schools/home values
  • Host the Q&A (IG Live, town-hall Reel, email brief to your sphere) so neighbors hear it from you first
  • Translate "AI infrastructure" into "what this does to your commute, your bill, and your resale"
  • Stay useful, not partisan. Facts + local context beat ragebait

Liquid Death hijacked a real fear and made it unignorable.

You do the local version: become the trusted feed for the story that already has your buyers and sellers anxious.

Don't leave the loudest voice in your zip code to a guy named Mike in the HOA Facebook group.

(Source: Philly Voice)

🛠 [H]OW-TO

Run your inbox like the world's best CEOs 📧

Business Insider ran ChatGPT deep research across 100 Power Hours interviews they did with CEOs.

Theme: email will run your day if you let it.

Here are the three moves worth stealing this week.

1. Write your top 3 daily goals before you open anything.
Carter Reum (M13) drinks coffee and writes a few tactical tasks plus one or two big priorities for his day before he opens his inbox.

His rule: "Don't let your inbox be your to-do list." Once you open email, you're reacting to everyone else's emergencies.

Agent version: before CRM, Gmail, or the group chat, write three outcomes for the day. Listing follow-up. Buyer showing plan. One sphere touch.

Then open the firehose.

2. Give email two slots on the calendar. That's it.
Rebecca Minkoff stopped checking first thing. She blocks 30 minutes at set times. Lyft's CEO does a post-dinner email block.

Same idea: email gets a slot, not a leash.

Agent version: two labeled windows (say 9am and 4pm). Outside those, you're with clients or prospecting.

3. Three lines max or book a call.
Marc Jacobs CMO Kristin Patrick: if the reply needs more than three lines, get on a quick call instead.

Siemens CEO Roland Busch answers most mail with "OK" or "No."

Agent version: offer / inspection / concession threads deserve a call. "Thinking of you" sphere notes stay short.

Stop writing novels from your phone in a Target parking lot.

Bonus fourth tactic: Klaviyo's CEO uses AI to Slack him a morning digest of what mattered in the last 24 hours.

Do this today: put two email blocks on tomorrow's calendar and a sticky note that says "Top 3 first."

(Source: Business Insider)

🔬 [R]ESEARCH

7 in 8 buyers are worried you'll take advantage of them 😬

The 2026 NextGen Homebuyer Report surveyed 1,000 Gen Z and Millennial consumers.

The trust numbers are brutal.

Only 1 in 8 (12%) said they are not worried a housing professional will take advantage of them.

Read that again. You're not starting at zero. You're starting in a hole.

Belief that homeownership is a good investment cratered from 88% in 2021 to 41% in 2026.

Nearly half the confidence. Gone in five years.

Only 8% correctly know the true minimum down payment. The 20% down myth is still eating this generation alive.

Overwhelm is the silent killer:

  • 63% feel overwhelmed by homebuying info
  • 42% put off talking to professionals
  • 37% avoid thinking about it entirely

Here's the hope: after someone actually buys, trust nearly doubles.

Renters who believe a pro would recommend what's best sit at 25%.

After buying: 48%.

The Realtor takeaway:

Your first meeting is not a know-it-all flex. It's a trust reset.

Kill the 20% down myth in the first ten minutes. Lead with simplicity.

One clear next step beats a 40-page packet. Make the process feel less like a trap and more like a guided tour.

If you sound like "the system," you lose before the showings start.

(Source: 2026 NextGen Homebuyer Report)

🎨 [I]NSPIRATION

This billboard is going viral and the agent's phone is blowing up ☎️

David Pearce put a billboard up that read: "We hired him because we hated him the least."

Not a real review. A joke. On purpose.

His phone started ringing off the hook.

Pearce, a former British policeman, owns the industry's aforementioned trust problem out loud.

Agents land near the bottom of public trust rankings with used-car guys and journalists.

His line: agents haven't always made themselves easy to like.

Another billboard in his rotation: "Ugly agents need work too."

When he and his partner started five years ago, they skipped cold-calling. Clever marketing first. Videos and flyers that weren't arrogant. Then billboards.

He writes the jokes himself. No AI joke writer.

Here's how agents can mimic this:

Stop pretending the trust hole from the Research section isn't real. Name it. Laugh at it. Then prove you're the exception.

A self-own billboard (or Reel, or postcard) that says the quiet part beats another headshot with crossed arms and "Luxury Expert."

Bold > polite. Specific > safe.

If your marketing could also belong to the agent three doors down, it's already dead.

(Source: realestate.com.au)

📝 [S]WIPES

68% of Google searches never click (email your SOI about that) 🚫

2026 is a cold shower for anyone still obsessing over "ranking #1 in Google."

The numbers:

  • 68% of US Google searches were zero-click
  • AI Overviews show: 80-83% no-click
  • AI-referred visitors convert about 4.4× vs organic
  • 71% of AI answers cite sources (about 3.7 each)

Fewer clicks. Higher intent. Citations are the new rankings.

If ChatGPT / Gemini / Claude don't know you exist, you no longer exist.

Steal this email: send this to your sphere, then actually publish the three citable assets.

Subject: Your listing might be invisible in Google searches

Body:

Quick update from the field: most Google searches in 2026 end without a click (about 68%). When Google's AI answer shows up, that jumps past 80%.

If AI doesn't know about your listing, it will miss out on the highest-intent buyers on the internet.

I'm making sure my brand, reviews, local guides, and most importantly, your listings are citable.

Let me know if you have any AI-related real estate questions.

[Your Name]

(Source: Arrow AI)

Thanks for reading the entire list 😁

Same thread all the way down: trust is thin, and the agents who win act like digital mayors of their market.

Chris Smith

p.s. Two seats still open if you skimmed past the top:

  1. Knwn Local Demo (systems behind $11M GCI with email + YouTube stack) → jump in
  2. Beacon seller-report build, Thu Aug 27th at 1:00 PM ET, free → register (replay if you can't make it)

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Chris Smith is the bestselling author of The Conversion Code. He co-founded the SaaS marketing platform Curaytor, an Inc. 500 fastest-growing business. As a C-level executive at dotloop, Chris helped lead them to their acquisition by Zillow for $108 million. The Conversion Code has become required reading for marketing courses at colleges like Johns Hopkins University, and Chris Smith is a sought-after lecturer and speaker whose credits include NYU, as well as sold out events with Gary Vaynerchuck and Hubspot, among others. His work has been featured in Adweek, Forbes, Fortune, and many other publications.

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