George: The way we’ve been able to build trust is through repeated and consistent execution. What that means is that every day, every week—year after year—all parts of the machine are humming as one seamless system. From the front end to the middle, to processing, to listings, to marketing, to recruiting, everyone knows their role. When you see people perform and thrive in those roles, the trust builds and builds.

When I meet someone, I start off with 100% trust. Some people might start at 0% because they don’t know the person, and everything from there is about building toward 100% trust. But for me, I start off at 100%, and you have to give me a reason not to trust you. We’ve been extremely lucky here at ELIFIN to have people who do what they say they’re going to do when they say they’re going to do it. You can start off with that 100% trust and maintain it without anything degrading it. We’re always at 100% at ELIFIN, and through the coalescence of the team, we’re at 100+ percent every day, all day.