March 3, 2026
Steal Disney’s Customer Experience Strategy and Watch Your Business Boom
What if your clients didn’t just buy from you… but felt something unforgettable? In this episode of The Secret Sauce Podcast, Lacey Moores and Chad Trease break down how The Walt Disney Company intentionally designs every single touchpoint of the customer journey. Disney doesn’t just create transactions, they engineer emotions. From the moment guests arrive to the moment they leave, every detail is designed around how people feel. And the best part? You can apply these same principles to your...
What if your clients didn’t just buy from you… but felt something unforgettable?
In this episode of The Secret Sauce Podcast, Lacey Moores and Chad Trease break down how The Walt Disney Company intentionally designs every single touchpoint of the customer journey.
Disney doesn’t just create transactions, they engineer emotions.
From the moment guests arrive to the moment they leave, every detail is designed around how people feel. And the best part? You can apply these same principles to your real estate business, brand, or team.
If you’re a real estate agent, loan officer, entrepreneur, business owner, or team leader, this episode will change the way you think about customer experience forever.
👉 Don’t forget to like, subscribe, and share if you’re ready to build a brand people feel.
00:00 - The Disney Hug Rule
00:48 - A Park Injury Turns Into Magic
03:20 - Why Letting Guests Decide Matters
05:03 - Translating Disney To Client Meetings
07:20 - Measuring Clarity And Ending Rights
09:10 - Agency At Tension Points
10:30 - Mapping The Customer Journey
12:15 - Everyone Is A Cast Member
14:05 - Solo Pros Can Choreograph Too
15:22 - Intent Beats Budget
16:35 - Action: Design, Test, Refine
WEBVTT
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That they will never let go of a hug first.
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They have to hold on to that kid until the kid lets you go.
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Think about the last time that you felt rushed during a really important conversation.
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Now imagine if that moment had been designed differently on purpose.
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Disney designs for that moment, almost no one else does.
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And today we're taking a case study in Disney and how to apply it to our own businesses and our own lives.
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And I'm excited for this one because I love Disney.
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My family does too.
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And I've experienced this in real time.
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And once you hear some of this, I think you'll be like, oh, that makes sense.
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I I understand that.
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Like I've experienced that, but you didn't realize it was very much by design.
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So that's what we're talking about today.
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Yes.
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You know, you said the word Disney and I instantly like two, three moments come rushing to my head and experiences that we had there.
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I mean, we've done cruises and stuff, but can I share a small one really fast?
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This is totally off script, Jen.
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I love it.
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Go for it.
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When my uh son Austin was five or six, we went to Disneyland with some friends.
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We were riding rides.
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He uh we were in line for a ride and he slipped back.
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He was kind of sitting on a fence that he wasn't supposed to, and he slipped back and hit his head and split it open pretty good.
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And it started bleeding everywhere.
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And as a mom, I don't know what to do.
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I put my hand on the back of it.
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And when there's uh hundreds of people in front of us, hundreds of people behind us.
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Yeah.
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We rush, people are like, go to the front.
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We rush to the front and they're like, stay here.
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We're gonna bring a doctor to you.
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We don't want you to have to, you know, go out there in this madness.
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They bring somebody to us and we get it all cleaned up.
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It wasn't that big.
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The blood was a lot, but it wasn't that big of a cut.
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And then the doctor said, You can either take him to the hospital and get a stitch or two, or we can wrap it real good and you guys can stay.
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It's up to you.
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Well, of course, me, I'm like, we're staying.
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Yeah, you paid a lot of money to be there.
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And it's a lot to get in and out of the park, right?
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And so they wrap his head up with this goss.
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So he really, I mean, it it changed the whole rest of the trip.
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Everybody there thought we were there like as a make-a-wish.
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I remember you telling me this actually.
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But but um they went all out after this to make sure that we enjoyed the rest of our experience.
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I mean all out.
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I mean passes to the back of every, like the front of every line, the handicap, like all of it for our entire group for the rest of the day.
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And every time we passed a character, they all went straight to Austin and and gave them hugs.
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And you know, so we were talking about that hug straight.
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I'll let you tell that.
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But like so, the second you say Disney and the experience, like, and I think everybody probably has those magic moments or those things that they can remember, those feelings.
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The way that Disney made them feel.
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Yes.
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Yeah.
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And that's what it's all about for me.
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And and that's why I'm kind of exploring this.
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Is like I'm obsessed with the way that we make people feel.
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It's become well, tell them about the hug rule.
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So this is this one.
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I didn't know this.
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You just shared this with me, and I I can feel this when you said it.
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Yeah, so m maybe some people know this, maybe they don't.
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Um, it was news to me when I heard it after I'd been to Disney multiple times.
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I never heard it until you just told me.
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Um, but it is a hard and fast rule, and Disney lore and and uh all the cast members or you know, the princesses and and um, you know, Mickey and Minnie, like as they're walking around the park, all of the cast members are instructed that they will never let go of a hug first.
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So a kid goes up to them and hugs them and they hug back.
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They have to hold on to that kid until the kid lets go.
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Until the kid lets go.
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Sounds really like kind of insignificant in the grand scheme of things, but it's such an intentional, uh awesome thing if you really think about it, because what it really means is that uh the experience that that child is having, it's up to them.
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Like they decide when that experience ends, not the cast member.
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And like it's a lot I even think about too when you know, when you give I'm a hugger, so I love hugging people, but when people give long hugs, it just feels different.
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I'll tell you what, try this at home.
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It feels different.
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Try the Disney rule at home with your spouse, uh, with your kids.
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If you're gonna adopt one thing from this episode, just you can stop here and adopt that one.
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The hug rule.
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It's so good.
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Yeah, there we go.
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It's what two-minute episode.
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Uh, but no, that I mean, literally adopt this and then think about okay, how do we in the mortgage industry or realtors, we may not have an opportunity to hug our guests.
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It's not, we're not Disneyland.
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Uh how much we wish that we were.
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Yeah, right.
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Yeah, it might be weird to do a real long hug first time you meet a client.
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Right.
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And we don't meet clients uh a ton of times.
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We might see them at the at uh our our buyer strategy session, which you and I are unique, that we're even doing it in person anymore.
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A lot of a lot of lenders are never meeting their customers because they're not doing it up front, they're not going to closings.
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So we have a couple of opportunities, maybe where we see them, and then after closing, obviously, you know, um, you know, client events and stuff.
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But beginning, we're not in a hugging stage.
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Yep.
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Right.
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So if we're looking at this from a small business aspect, is how do we take that concept and we look at how does how do we integrate the customer deciding when the experience with us ends?
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So I looked at it from the perspective of our buyer consultation, our buyer strategy meeting when we meet with them.
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How do we integrate this so they decide when that meeting ends?
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Because typically what I'd always done for the longest time is I would give them all the information that I thought they would need to go out in the world and be a very confident and courageous buyer.
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Right.
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That's still the goal.
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And so I tell them up front clarity is my goal with this meeting.
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And because I think if I can get you to an eight or a nine out of 10 on the clarity scale, you're gonna leave here with a super high sense of confidence and a healthy dose of courage.
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And I think that's what you deserve as a buyer in this market or any market, right?
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And they uh they nod their head, they agree with that, they they like that, and then I get their buy-in, you know, is that fair?
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And then I tell them I'm gonna check in with you as we go.
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And we're not done until you tell me that you're at least an eight or a nine.
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I think 10 is pushing it.
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Like to get to a 10, you've got to process all this information, try to get there.
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I think you is ambitious.
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But if we can get to an eight or nine, I'm really happy.
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Uh, so where are you right now?
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And then as we go, I check in one or two more times throughout that process as I'm going through payments and cash to close and credit and all of those things.
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And I ask a couple times, how are you feeling?
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Like, where's your clarity meter now?
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Yeah, right?
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Honest, give me honesty.
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And typically they're not there yet.
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They're not an eight or nine yet, and that's fair.
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But by the end, you know, when I'm done, I don't just say, well, that's it.
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Like, here's your pre-approval letter.
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Go out in the world.
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I'm bringing that full circle and saying, Are you where are you now?
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Right.
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Right.
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And if they're not an eight or nine, then I honor that and I say, okay, what can we do right now that can get you to an eight or nine?
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What questions can I answer?
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And they're the ones deciding when that experience ends.
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So it's not an exact parallel, but it's the closest I could think of in our business, how we can give them agency over when that that interaction ends.
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Yeah.
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I think I I love that analogy.
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I for a simple, I think it's we have to make sure that the client is good on whatever that is, and it and and not rush them, right?
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Now, on the other side of that, I think it's very important.
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And I always try to ask this with clients, how much time do you have for me?
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Yeah, that's fair.
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Because you want to honor their their time too.
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Um, and so how much time do you have allotted for this?
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But I really want to make sure we're not rushing through this and you're not feeling like I'm pushing you, like, hurry up, let's let's move through this.
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So feel free.
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I want you to to feel comfortable in this.
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I love that.
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I love that analogy.
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You know, like when we take it back to Disney, you know, they don't just rely on nice people or nice service, like they really rely on designed moments.
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Yeah.
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You know, that's their choreograph game.
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Yep.
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That is Disney by design.
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Um, and so they're an awesome case study if you're looking at your your client experience.
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How can you level that up?
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Disney is an awesome one to check out.
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I think, you know, it just anxiety drops when there isn't uh a feel of control.
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Yes, right, when they have agency in that another great example is just restaurants.
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Like, think about the difference of your experience.
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When you go to a restaurant, you can tell they're trying to get you cleared out of air.
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Like they drop off the check and you can tell they're rushing you to get out because they want somebody else to sit down.
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Versus a restaurant, you know, Will Ghidara's book on reasonable hospitality talks about how he created dropping off the check as a signature part of their experience.
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That he would drop off a bottle of um, a bottle of booze, basically, and say, drink as much as you like, take as much time as you like.
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And you're taking a friction point, like dropping off a check.
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They're a very expensive restaurant.
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So it could definitely be an anxious time in the experience.
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And instead of rushing them out of there, it they acknowledge hey, this is a tension point.
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They get out in front of it and they drop a bottle of alcohol and say, drink as much as you like, stay as long as you like, the table's yours until you want to leave, and they just create an experience out of that.
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And they that's another one giving agency over the the rest, the diners having agency over when that experience ends.
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Well, so a couple things, and you were explaining this to me about Disney, how Disney they they obsess over certain moments, like your first impression moment, your moments of confusion and your moments of stress, right?
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And and then your final moment.
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And so obviously in real estate and mortgage, there's lots of moments of confusion and and moments of stress.
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So when I when you just explain that about the dropping off the bottle at the time of the check, that would be the maybe the small moment of confusion or stress for that.
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We can identify several of those in our industry.
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Absolutely.
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I'm sure any industry can.
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If you think about your client experience, like where is the anx anxiety?
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Where is anxiety peaking?
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Right.
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Right.
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And so they they take those times though, and they figure out how to make it more enjoyable, you know, that that exact piece.
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And they've studied that.
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And that's where I think the magic is is, you know, and and one of my mentors always says, Man, problems are great.
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When we have problems, they're great because they can turn into so much opportunity depending on how you handle the problem.
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Yeah.
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But Disney doesn't just handle the problem.
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They've thought through the problem ahead of time.
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They've gotten out in front of those things and said this could be a problem.
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And here's how we're gonna handle it ahead of time.
00:10:18.639 --> 00:10:22.000
And here, not that we're not gonna have the problem because life they know it's gonna happen.
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They know it's gonna happen.
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And and I'm sorry, guys, but life would be really boring without problems.
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It just would.
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Well, your example is perfect, right?
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It was Wyatt, right?
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Yeah.
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Austin.
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It was Austin, sorry.
00:10:32.720 --> 00:10:35.200
With Austin, like that example, they had thought ahead.
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When somebody gets injured at the park, here's how here's what we do, here's how we spring into action.
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That was not just off the cuff how they dealt with it.
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They'd been trained.
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Sure.
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These moments they knew would come up.
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Well, it makes sense, right?
00:10:47.919 --> 00:10:54.159
Who wants a mom and a screaming kid with the walking all through?
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But that's for everybody else.
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But then for us, like we're already heightened, we're already stressed.
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Where do we go?
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How do we find the place?
00:11:01.039 --> 00:11:03.679
This place is massive, it's busy, it's chaotic.
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No, you just sit here, we're come, we're gonna bring somebody to you to fix this right now.
00:11:07.360 --> 00:11:07.600
Yep.
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You just sit here and breathe.
00:11:08.799 --> 00:11:12.480
And by the time the actual doctor got there, um, Austin was finally calmed down.
00:11:12.559 --> 00:11:14.240
You know, I mean, he's five and there's blood everywhere.
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He's screaming bloody murder.
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He was okay, but it calmed him down too.
00:11:18.080 --> 00:11:20.960
Like it, yes, it they those things.
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And we, I mean, as long as we've done it, but even if you haven't done it and been in this industry long, you can identify quickly the moments of stress, the moments of things that can happen.
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Inspections can go bad, appraisal can come in low, like all of those things and really talk through and have more of a game plan on this is how we handle it.
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This is how we calm people down.
00:11:42.080 --> 00:11:46.720
I love certain referral partners, and I am not so in love with other referral partners.
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Yeah.
00:11:47.759 --> 00:11:51.840
And this is on how they respond in time of panic.
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Yeah.
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And do they heighten the panic or do they calm the panic?
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Right.
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And we need to be the calm.
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Calm.
00:11:59.120 --> 00:12:01.759
And and and doing this so long, man, it's so hard.
00:12:01.919 --> 00:12:03.120
I don't, I hate to say this.
00:12:03.200 --> 00:12:05.759
I don't want to work with people that high that fuel that.
00:12:05.919 --> 00:12:08.879
Like it makes it worse for everybody.
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Everybody.
00:12:10.159 --> 00:12:13.519
So, yeah, how do we, what would be your takeaway on that?
00:12:13.679 --> 00:12:24.879
Like, how would somebody in our industry or a small business, solo entrepreneur, like, how do you take that Disney philosophy of like getting out in front of where will anxiety peak?
00:12:24.960 --> 00:12:26.559
Will it, where will excitement fade?
00:12:26.639 --> 00:12:32.559
Like, think about people's key emotional states through their journey, through their experience, and you can get out in front of that.
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Like, any suggestions?
00:12:34.080 --> 00:12:39.759
Well, let me um, and I know our viewers can't see this, but I'm actually gonna just I'm gonna talk about what you have just done right here.
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So I know you guys can't see this, but Chad has a big, beautiful whiteboard, and his whole team has mapped out the entire process from even before anybody would even think the process starts and but way after it even ends.
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And there's all these sticky notes, and they have literally gone through and talked about the process and where things can go great, and those are good moments.
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And and Disney, Disney does things on the good moments too, but where it can go wrong, and here's and it's it's all in.
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So one of the things you said about Disney is uh every everyone's a cast member.
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Everyone's a cast member.
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It's another key piece of of their lore.
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