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Top Producers Are Busier Than Ever: Here's Their Secret · This Week in DFW Real Estate

• 0:00
  Speaker 1: Well, look the agents that are winning right now, they're
• 0:02
  Speaker 1: not smarter than you.
• 0:04
  Speaker 2: No, right, I'd actually probably might be way dumber.
• 0:07
  Speaker 1: Who knows said the opposite, right, Like I remember, before COVID,
• 0:11
  Speaker 1: it was the crash is coming, the real estate market's
• 0:14
  Speaker 1: going to crash.
• 0:15
  Speaker 2: I'm not.
• 0:16
  Speaker 1: I'm gonna wait for the crash to happen so I
• 0:18
  Speaker 1: can buy at the bottom again.
• 0:19
  Speaker 2: Uh, because we were overdue for a recession.
• 0:23
  Speaker 1: COVID hit, and then it was you know, obviously I'm
• 0:26
  Speaker 1: going to wait for that.
• 0:27
  Speaker 2: Crash to happen.
• 0:27
  Speaker 1: And then it took off yep, you know, and then
• 0:30
  Speaker 1: after pre COVID, post COVID, you know, rates went up.
• 0:33
  Speaker 2: Then I'm like, I'm gonna wait for that crash.
• 0:35
  Speaker 3: Ye.
• 0:36
  Speaker 2: And it's like guys like, ye, what are we doing here?
• 0:40
  Speaker 3: You can always find the apocalypse azure a hundred percent,
• 0:43
  Speaker 3: that's always out there. I know that some people on
• 0:45
  Speaker 3: Hero disagree with me, and I'll debate you. I'll I'll
• 0:48
  Speaker 3: go to the mattresses over this one. Like, no one
• 0:51
  Speaker 3: should be a better lead generator than you and your business.
• 0:53
  Speaker 2: Well, I mean Justin Nelson said it best.
• 0:56
  Speaker 1: Justin Nelson runs a massive, you know, virtual agency apping company,
• 1:00
  Speaker 1: and you know he said, you know, your people would
• 1:03
  Speaker 1: come to me like I want to get a VA
• 1:05
  Speaker 1: to make phone calls. And he's like, well, who's going
• 1:06
  Speaker 1: to train them? Because you're not wanting to make the
• 1:09
  Speaker 1: phone calls. You're not good at it, right, So how
• 1:11
  Speaker 1: are you going to train your bad way to these
• 1:14
  Speaker 1: vas who live in another country?
• 1:16
  Speaker 3: Is going to replicate your bad lead generation?
• 1:18
  Speaker 2: Yeah, GF turn it up. This week Your Real Estate.
• 1:31
  Speaker 4: A weekly podcast too for agents who actually give paid
• 1:34
  Speaker 4: market moves. Listening Heat Cold the Streets dm AG.
• 1:44
  Speaker 3: Let's see hello friends. You really got me on that
• 1:51
  Speaker 3: one this morning? Yeah, you definitely. I thought, uh, I
• 1:53
  Speaker 3: wasn't even trying to do a bit. I felt weird
• 1:55
  Speaker 3: afterwards he sent that text and then yeah, yeah, that
• 2:01
  Speaker 3: that text, I was like, I'm waiting for you to
• 2:03
  Speaker 3: ask for yeh made it weird. I didn't even think
• 2:06
  Speaker 3: it was. It was like we do this every year.
• 2:08
  Speaker 3: That's my bad for thinking you guys are going to
• 2:11
  Speaker 3: pick up on it. At the first day of the Masters.
• 2:13
  Speaker 3: Made me feel uncomfortable, not going on going. There's a
• 2:16
  Speaker 3: lot going on, you know what, I needed a little
• 2:19
  Speaker 3: comedic break for a second. You guys made it uncomfortable.
• 2:22
  Speaker 1: I feel you all right well episode seven. Welcome back
• 2:26
  Speaker 1: to episode seven of this week in DFW Real Estate No.
• 2:30
  Speaker 2: No.
• 2:31
  Speaker 3: Seven eight. Yep, no, it could be seven or eight. Hey,
• 2:36
  Speaker 3: he's going to smooth this over.
• 2:38
  Speaker 2: We just go with it. You know what we teach.
• 2:41
  Speaker 3: We don't teach about perfection. It's about just better than
• 2:44
  Speaker 3: perfect absolutely, so welcome back to seven and or eight?
• 2:48
  Speaker 3: Which one you're listening to?
• 2:49
  Speaker 4: Uh?
• 2:50
  Speaker 1: Look today, I want, you know, I want to dive
• 2:52
  Speaker 1: in and talk about it is Master's week Yes, yes, yeah,
• 2:57
  Speaker 1: you know what before we dive into, you know, agents
• 3:01
  Speaker 1: not closing enough deals to survive, because that really brings
• 3:04
  Speaker 1: it down. Can you answer a question for me? Who
• 3:08
  Speaker 1: who would book and schedule a golf tournament on the
• 3:12
  Speaker 1: weekend of Masters weekend?
• 3:15
  Speaker 3: I would have to say someone who shouldn't be scheduling
• 3:18
  Speaker 3: golf tournaments. You know who does you know who does
• 3:21
  Speaker 3: schedule golf tournaments on the Master's weekend?
• 3:24
  Speaker 1: Addie my daughter's sorority. Because I'm flying to Lubbock tomorrow.
• 3:27
  Speaker 1: Are you really yeah, I'm in a golf tournament on Saturday?
• 3:30
  Speaker 2: Oh?
• 3:31
  Speaker 3: Man, I would that would be It's always hard for
• 3:33
  Speaker 3: me to pass up a good golf tournament. We played
• 3:35
  Speaker 3: last week and it was a blast. I don't I
• 3:38
  Speaker 3: don't know if I could make it. That would be
• 3:40
  Speaker 3: so frustrating. I'm sorry having to deal with that. Yes, yeah,
• 3:44
  Speaker 3: where are you playing? Is it shadow something? What shadow creek?
• 3:48
  Speaker 3: Shadow creek?
• 3:48
  Speaker 2: Yah? That's fine.
• 3:49
  Speaker 3: Yeah, that's what I've been told, the same thing. They've
• 3:51
  Speaker 3: said the same thing, like, uh, I'm sorry, Okay, is
• 3:55
  Speaker 3: this isn't isn't there a different shadow creek? And then
• 3:57
  Speaker 3: is this is a Nevada's shadow creek. There's a shadow
• 4:00
  Speaker 3: creek I think in Nevada. This is shadow Creep Creek
• 4:02
  Speaker 3: of Lubbock. Yeah, okay, yeah, like the Paris of Texas.
• 4:05
  Speaker 3: I thought you were going to say the Rawles Course.
• 4:07
  Speaker 3: I was Texas, texa golf course and that's where I
• 4:09
  Speaker 3: worked for about three years and it's really nice, amazing.
• 4:12
  Speaker 2: Yeah, I was hoping that it was the Raws Course,
• 4:14
  Speaker 2: but you should to change it.
• 4:16
  Speaker 3: I guess I didn't spend enough money on these golf
• 4:18
  Speaker 3: tournament tickets.
• 4:19
  Speaker 2: So but here here's what we want to go.
• 4:24
  Speaker 1: There's been I've been talking to a lot of agents
• 4:25
  Speaker 1: that have been interviewing either for the team or they're
• 4:28
  Speaker 1: looking at switching brokerages right now. I don't know how
• 4:31
  Speaker 1: how you know and you're coaching Will Brian if you're
• 4:33
  Speaker 1: seeing this, but you know this. Recently it was I
• 4:37
  Speaker 1: think it was the one of the Redfin's executors came
• 4:40
  Speaker 1: out and was talking about I think an in min
• 4:43
  Speaker 1: event and they were saying, like seventy one percent of
• 4:46
  Speaker 1: agents didn't close a deal last year. A lot of
• 4:48
  Speaker 1: people try to find these numbers out and these are
• 4:51
  Speaker 1: coming from the executives right that are that are running
• 4:54
  Speaker 1: these large brokerages right and now they're saying it is
• 4:57
  Speaker 1: like eighty percent of agents in this country haven't close
• 5:00
  Speaker 1: a single deal this year, which is up. And what
• 5:04
  Speaker 1: we really want to talk about is what's happening and
• 5:07
  Speaker 1: you know, what are the agents that are actually closing deals?
• 5:10
  Speaker 1: What are they doing differently, because there's some people that
• 5:13
  Speaker 1: if you ask them, they're busier than ever.
• 5:15
  Speaker 3: Yeah, we talked about this a little bit, maybe a
• 5:17
  Speaker 3: few episodes ago, that the agents who are really leaning
• 5:20
  Speaker 3: in that have maybe already some momentum in their business.
• 5:24
  Speaker 3: I feel anecdotally like they're taking more market share. You know,
• 5:28
  Speaker 3: my wife's transaction management company is very busy with repeat clients.
• 5:34
  Speaker 3: These are all established agents. It's interesting that eighty percent
• 5:40
  Speaker 3: it says eighty percent of agents haven't closed a deal
• 5:43
  Speaker 3: this year. We can argue about that seventy one percent.
• 5:47
  Speaker 3: I don't like getting into the weeds about those things, like, well,
• 5:50
  Speaker 3: you know that includes all these different It's like that's
• 5:52
  Speaker 3: a big number regardless, right, So I don't like to
• 5:54
  Speaker 3: get into the weeds about those things. Eighty percent of
• 5:57
  Speaker 3: agents it says haven't closed a deal this year, and
• 6:00
  Speaker 3: and resale turnovers at its lowest point in forty years.
• 6:03
  Speaker 3: So agents are computing for excuse me, agents are competing
• 6:06
  Speaker 3: for fewer transaction sides. I think that's an interesting conversation though,
• 6:11
  Speaker 3: when you ask what are agents doing differently? Are agents
• 6:15
  Speaker 3: actually all competing for fewer transaction sides. Where we've been
• 6:21
  Speaker 3: in the real estate industry and the coaching business for
• 6:25
  Speaker 3: a long time now, I think we can both agree
• 6:28
  Speaker 3: that even in really good markets with a lot of
• 6:32
  Speaker 3: resale turnover, getting agents to get up and compete every
• 6:35
  Speaker 3: day is still the one thing that separates highly productive
• 6:38
  Speaker 3: agents from agents that tend to burn out over time.
• 6:42
  Speaker 3: I think you may have to compete a little harder
• 6:43
  Speaker 3: right now. My guess would would be that I think
• 6:48
  Speaker 3: agents are allowing a lot of noise into their world
• 6:53
  Speaker 3: right now, and it's keeping them in a place of inaction.
• 6:56
  Speaker 3: I think, pound for pound, if you were to be
• 6:59
  Speaker 3: able to measure ours spent lead generating every day right
• 7:03
  Speaker 3: now as opposed to ours spent lead generating when the
• 7:08
  Speaker 3: sentiment around the market is at a peak, you'll see
• 7:11
  Speaker 3: that people are lead generating less right now. Do you
• 7:15
  Speaker 3: I agree with you? And do you also believe that
• 7:19
  Speaker 3: you know?
• 7:19
  Speaker 1: I use this analogy like if you were fishing in
• 7:21
  Speaker 1: a pond there and there's two ponds side by side,
• 7:24
  Speaker 1: and you've cast your line out a couple of times
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  Speaker 1: and you haven't caught anything. And then you're on the
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  Speaker 1: next pond over and you see Brian over there, he's
• 7:32
  Speaker 1: thrown his line out and he's he's caught a fish
• 7:35
  Speaker 1: or two.
• 7:36
  Speaker 2: What do you end up doing?
• 7:38
  Speaker 1: Most people run over to that other pond and just
• 7:40
  Speaker 1: start casting their line out, and they're jumping around too much. Yes, right,
• 7:45
  Speaker 1: they're jumping from from different lead sources. They're they're you know,
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  Speaker 1: one minute they're one hundred percent committed and then the
• 7:51
  Speaker 1: next minute there it's it's the sky is falling, and
• 7:55
  Speaker 1: they're just they don't have a consistency in their day
• 7:59
  Speaker 1: to day exactly, and then they let all the other noise.
• 8:02
  Speaker 2: Like you mentioned, you kind of run the show.
• 8:04
  Speaker 1: It's like waking up without a plan and the minute
• 8:08
  Speaker 1: you look at your phone and now you know, the
• 8:10
  Speaker 1: fires just let out of the out of you knows
• 8:13
  Speaker 1: now rowing into a wi the biggest wildfire you've ever seen. Yep,
• 8:17
  Speaker 1: and now you're just trying to control it so it
• 8:19
  Speaker 1: doesn't make you go crazy.
• 8:20
  Speaker 2: Yeah, one hundred percent.
• 8:21
  Speaker 3: And I think we're where these stats are are I
• 8:25
  Speaker 3: think really relevant. We've got to close deals to stay
• 8:29
  Speaker 3: in business. It's as simple as that. And where I
• 8:32
  Speaker 3: think a lot of agents are in a situation right
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  Speaker 3: now where they don't feel like they have the requisite
• 8:40
  Speaker 3: time and consistency available to them that you have to
• 8:43
  Speaker 3: give lead generation in order for it to come through,
• 8:47
  Speaker 3: and so they start jumping around looking for the thing
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  Speaker 3: that's going to get them a closing today, which it
• 8:51
  Speaker 3: just doesn't exist.
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  Speaker 2: Right.
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  Speaker 3: It got to be consistent every day. We all know that.
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  Speaker 3: And when agents are in a situation where they feel
• 8:58
  Speaker 3: like they need here and now business that's where you
• 9:01
  Speaker 3: start to get scatter brained. That's where you start jumping around.
• 9:04
  Speaker 3: That's where you start looking at that other pond. When
• 9:08
  Speaker 3: if agents, When we when I coach agents, we do
• 9:11
  Speaker 3: an initial business planning session. I never talk about more
• 9:14
  Speaker 3: than three lead gend sources. Ever, if you want to
• 9:17
  Speaker 3: get in the weeds about that, like we're gonna we're
• 9:19
  Speaker 3: gonna have a different conversation later on, but we need
• 9:21
  Speaker 3: to talk about no more than three strategies. I would
• 9:24
  Speaker 3: prefer to talk about one in the beginning. If it's
• 9:26
  Speaker 3: somebody I'm just coaching, what it's going to be our
• 9:28
  Speaker 3: non negotiable every single day that we're going to do
• 9:30
  Speaker 3: no matter what, and until that's working, we're not going
• 9:33
  Speaker 3: to pile anything else on top of it. But at maximum,
• 9:36
  Speaker 3: we need to have only three things we do, whether
• 9:38
  Speaker 3: that's open houses, prospecting, sphere of influence. We're not doing
• 9:41
  Speaker 3: anything more than that. We're not doing paid leads on
• 9:43
  Speaker 3: top of that, we're not doing events, we're not doing
• 9:45
  Speaker 3: We're only focusing on three until we have enough measurable
• 9:49
  Speaker 3: feedback to know are we doing the right things? Have
• 9:51
  Speaker 3: we done it consistently long enough? And then we can
• 9:53
  Speaker 3: talk about adjusting and pivoting over time. I would say,
• 9:56
  Speaker 3: the average agent out there is trying to do like
• 9:58
  Speaker 3: ten different things right now. They're not doing any of
• 10:00
  Speaker 3: them well enough.
• 10:00
  Speaker 1: Well, when you become a generalist, you're a master of none. Right,
• 10:03
  Speaker 1: you're the jack of all trades, is not the not
• 10:06
  Speaker 1: the master of any trade.
• 10:07
  Speaker 2: And so you know, you hit the nail on the
• 10:10
  Speaker 2: head on that.
• 10:10
  Speaker 1: And I think that we were running around and I
• 10:13
  Speaker 1: want to give a real life example of someone who
• 10:16
  Speaker 1: I was having a coaching conversation with yesterday and and
• 10:19
  Speaker 1: this is not to talk bad.
• 10:20
  Speaker 2: What she's doing is freaking amazing.
• 10:22
  Speaker 1: But when I when I started this this industry, it
• 10:25
  Speaker 1: was I I was a paid assistant and then and
• 10:29
  Speaker 1: then I went full time as a one hundred percent
• 10:32
  Speaker 1: commission real estate agent. In two thousand and seven, I
• 10:37
  Speaker 1: sold three houses, right, not enough to survive. It was
• 10:41
  Speaker 1: it was you know, I had a little bit of
• 10:44
  Speaker 1: cash at that time, and enough to get it going.
• 10:46
  Speaker 1: Oh eight comes around, I start trying some different strategies,
• 10:51
  Speaker 1: kind of starts working. I'd gotten into this retirement community
• 10:55
  Speaker 1: and then the eight financial collapse happens. Well, that retirement
• 10:59
  Speaker 1: community dried up. Their retirement funds. They were either gone
• 11:04
  Speaker 1: or they were worried about their money. And I had
• 11:07
  Speaker 1: no business coming in. And when I started looking at
• 11:10
  Speaker 1: coaching and looking at at the different lead levers, you know,
• 11:15
  Speaker 1: I had a believer, I was a believer at that
• 11:17
  Speaker 1: time that my sphere in database wasn't going to pay me,
• 11:20
  Speaker 1: and so I didn't. I neglected that. But this coach
• 11:25
  Speaker 1: told me is that you need to master just like
• 11:27
  Speaker 1: you said, you need to master one lead source. And
• 11:31
  Speaker 1: I went down the path of who has already raised
• 11:33
  Speaker 1: their handy expired, They've already raised their hands, They've already
• 11:37
  Speaker 1: agreed at least to some commission amount, they've already agreed
• 11:40
  Speaker 1: to go on the mols, they've already agreed to low
• 11:42
  Speaker 1: showings coming in their house, and they've already agreed that
• 11:45
  Speaker 1: if they got that price, they were going to sell
• 11:47
  Speaker 1: it and move out. And so my strategy was, I'm
• 11:51
  Speaker 1: going to master this one not for cell buy owners,
• 11:53
  Speaker 1: but expired and canceled. And I did nothing until until
• 11:57
  Speaker 1: I was making enough off of that one lead lets. Yeah,
• 12:01
  Speaker 1: and still to this day, as I was coaching this
• 12:04
  Speaker 1: agent yesterday, I said, if you had me call for
• 12:06
  Speaker 1: cell owners I'd probably go broke right now because that's
• 12:09
  Speaker 1: not something that I mastered in my business. I can
• 12:12
  Speaker 1: still today have that expired conversation, those the frustrations that
• 12:17
  Speaker 1: expired canceled homeowners have today is still the same that
• 12:20
  Speaker 1: it was in two thousand and eight.
• 12:21
  Speaker 2: Yeah, sure, and as carried on through twenty twenty six.
• 12:25
  Speaker 3: So what do you think if we take this number
• 12:28
  Speaker 3: of eighty percent of agents that haven't done a deal
• 12:30
  Speaker 3: this year, if there are only two things they could
• 12:33
  Speaker 3: be doing to lead generate every day? What are those
• 12:37
  Speaker 3: two things? And do you think the average of those
• 12:39
  Speaker 3: agents is actually doing them every day?
• 12:41
  Speaker 1: Well, I'm going to tell you right now the answer
• 12:44
  Speaker 1: to that latter question is they're not doing it, because
• 12:47
  Speaker 1: otherwise they would be getting into business. The conversation I
• 12:51
  Speaker 1: had yesterday with this agent, and she's a go getter,
• 12:54
  Speaker 1: she's a killer, she's going to be an amazing real
• 12:57
  Speaker 1: estate professional, is that she didn't feel like she was
• 13:00
  Speaker 1: doing enough.
• 13:01
  Speaker 2: She wasn't busy enough.
• 13:02
  Speaker 1: She was doing open houses, getting two to three people
• 13:05
  Speaker 1: signing up and giving their contact information. She's door knocking,
• 13:08
  Speaker 1: inviting the neighbors in there, and she was telling me
• 13:12
  Speaker 1: that she had told her husband. Now you know's this
• 13:14
  Speaker 1: is prospecting.
• 13:15
  Speaker 2: Now.
• 13:15
  Speaker 1: She wants marketing involved and she because she just wasn't
• 13:20
  Speaker 1: having she wasn't having success fast enough. And I think
• 13:24
  Speaker 1: that's where the problem lies. Is Number one is that
• 13:27
  Speaker 1: we want something. The instant gratification is what kills our
• 13:30
  Speaker 1: business because when we do something for even thirty days
• 13:33
  Speaker 1: and we don't see a result, we say it's not
• 13:35
  Speaker 1: going to work, even though that momentum is about to
• 13:38
  Speaker 1: waterfall into into massive success. But then we start chasing
• 13:43
  Speaker 1: other things into this marketing concept where it's like magnetic
• 13:46
  Speaker 1: like I want to track people in but they don't
• 13:49
  Speaker 1: know how to do that very well. They're wasting money.
• 13:53
  Speaker 1: And we'll give you a prime example. By the way,
• 13:56
  Speaker 1: you know, go support our sponsors of the show Homeward DFW.
• 13:59
  Speaker 1: That's the best proper management company here in Dallasport where
• 14:01
  Speaker 1: Data When and Duncan O'Donnell are here to help help
• 14:04
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• 14:10
  Speaker 1: Maybe you've got a property under contract, maybe you've got
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• 14:17
  Speaker 1: of your Chris and his team do an amazing job,
• 14:19
  Speaker 1: and that's pro Care DFW dot com as well. You
• 14:22
  Speaker 1: should be doing podcasts, you should be doing video work
• 14:24
  Speaker 1: and getting getting yourself out there. Because we're talking about
• 14:26
  Speaker 1: some marketing material here get with Jesse at tour Studios
• 14:29
  Speaker 1: t O r E Studios dot com. But she's talking
• 14:33
  Speaker 1: about the marketing piece and the problem is like, if
• 14:37
  Speaker 1: you go to our real estate group DFW Reelters on Facebook,
• 14:40
  Speaker 1: I can't tell you how many spam posts that come
• 14:43
  Speaker 1: through that people think they're marketing. They've made AI created graphic,
• 14:46
  Speaker 1: They're like this looks freaking amazing. You know someone's going
• 14:50
  Speaker 1: to want to click on it and do business with me,
• 14:51
  Speaker 1: or they're going to write this long run on sentence
• 14:54
  Speaker 1: paragraph on why they you know, people should call them,
• 14:58
  Speaker 1: and it's like that's not marketing, right, And and you know,
• 15:02
  Speaker 1: on our other show, you know, when we were recording
• 15:05
  Speaker 1: the only real estate podcast we're listening to, we had
• 15:07
  Speaker 1: Michael Reese on I think he was like episode three
• 15:09
  Speaker 1: or four yearly, and Michael Reese would always tell him
• 15:12
  Speaker 1: this is something I talk I'd tell agents even to
• 15:14
  Speaker 1: this day, is like being the greatest agent, isn't the
• 15:17
  Speaker 1: one that knows the market really well? That's that should
• 15:19
  Speaker 1: be a given in my opinion, right, just like why
• 15:22
  Speaker 1: should I use you? Why I give great service? I'm
• 15:24
  Speaker 1: hard worker, That's not the reason why they're hiring you.
• 15:26
  Speaker 1: You should always give great service and you should always
• 15:29
  Speaker 1: work really hard. But Michael Reese would talk about the
• 15:32
  Speaker 1: best the best agent out there is the best marketer. Right,
• 15:36
  Speaker 1: how many people have you seen out there that market
• 15:38
  Speaker 1: really really well and they know how to hook that
• 15:40
  Speaker 1: get the hook in there. I mean, let's be real,
• 15:43
  Speaker 1: President Trump, whether you like him or not, he was
• 15:46
  Speaker 1: he is and was a really great marketer in order
• 15:48
  Speaker 1: to get eyeballs and attention on him. And so when
• 15:52
  Speaker 1: we look at it, is like, all right, do you
• 15:54
  Speaker 1: actually have a marketing plan?
• 15:55
  Speaker 2: And it and it does cost some money. And by
• 15:57
  Speaker 2: the way, marketing takes time to see a results. So
• 16:01
  Speaker 2: what you should be doing is really running that side
• 16:04
  Speaker 2: by side.
• 16:05
  Speaker 1: Yeah, but you should always be leading with that proactive prospecting,
• 16:10
  Speaker 1: that proactive legion.
• 16:11
  Speaker 2: One hundred percent.
• 16:12
  Speaker 3: That's what I'm getting at right there, is as you
• 16:15
  Speaker 3: scale the business, you want to run your marketing side parallel.
• 16:19
  Speaker 3: That's how you grow, that's how you scale. If you
• 16:22
  Speaker 3: need to generate business, as we all need to generate
• 16:25
  Speaker 3: business here and now all the time, continue to fill
• 16:27
  Speaker 3: our pipeline, you need to be lead generating every single day.
• 16:31
  Speaker 3: And there are kind of two extremes to lead generating.
• 16:34
  Speaker 3: You're either talking to people that you already know, or
• 16:36
  Speaker 3: you're talking to people that you don't know.
• 16:38
  Speaker 2: It's as simple as that.
• 16:38
  Speaker 3: So you're either talking to your sphere of influence or
• 16:41
  Speaker 3: you're prospecting. And prospecting can come in a few different forms.
• 16:44
  Speaker 3: That is expireds cancels or fispo's door knocking, all that
• 16:48
  Speaker 3: type of stuff. Those are all forms of prospecting. There's
• 16:50
  Speaker 3: either mets or not mets. Right, what I would venture
• 16:53
  Speaker 3: to guess is of that eighty percent, the majority of
• 16:56
  Speaker 3: them are not regularly lead generating from one of those sorts,
• 17:00
  Speaker 3: one or both of those sources every single day until
• 17:03
  Speaker 3: you've set enough appointments to hit your goal. And that's
• 17:06
  Speaker 3: an incredibly important thing to know about your business is
• 17:09
  Speaker 3: whatever your goal is, how many appointments do I need
• 17:12
  Speaker 3: to set to hit that goal? And where are those
• 17:15
  Speaker 3: appointments going to come from, and then just go deep
• 17:17
  Speaker 3: on those strategies until you have enough repetitions that you're
• 17:21
  Speaker 3: hitting that appointment goal. And it's as simple as that.
• 17:24
  Speaker 3: And there's a and I mean it is as simple
• 17:27
  Speaker 3: as that. Meaning if you make it more complicated than that,
• 17:31
  Speaker 3: you're going to be working against yourself. Right. So I
• 17:33
  Speaker 3: have an agent. I love my Thursdays because I get
• 17:35
  Speaker 3: to coach a lot of agents on Thursdays, and we
• 17:37
  Speaker 3: shoot this podcast, so a lot of this stuff is
• 17:39
  Speaker 3: kind of fresh in my mind. I had a great
• 17:40
  Speaker 3: conversation coaching conversation with an agent this morning who is
• 17:44
  Speaker 3: killing it. She's on pace to do thirty transactions this year.
• 17:46
  Speaker 3: She's awesome. I actually talked her out of doing more
• 17:50
  Speaker 3: prospecting today for the sole reason that she has done
• 17:55
  Speaker 3: amazing with her sphere of influence in her past clients.
• 17:58
  Speaker 2: This year.
• 18:00
  Speaker 3: Changed up some of the conversation framework more about sharing goals,
• 18:05
  Speaker 3: asking for the business some of the things that she
• 18:07
  Speaker 3: thought she was doing really well that yielding the results.
• 18:10
  Speaker 3: We made some functional changes in the conversation framework to
• 18:14
  Speaker 3: help appeal to the basic need, our basic human needs
• 18:17
  Speaker 3: for contribution, helping others be a part of your success,
• 18:20
  Speaker 3: which we can get into as far as language of
• 18:21
  Speaker 3: sales and things like that, but it started to generate
• 18:24
  Speaker 3: a lot more sphere of influence referrals from her and
• 18:27
  Speaker 3: past client referrals from her. It's been the bulk of
• 18:29
  Speaker 3: her business, and as she's beginning to scale, she started
• 18:34
  Speaker 3: to get a little bit in the weeds of not
• 18:36
  Speaker 3: in the weeds, but wanting to add in more expired
• 18:39
  Speaker 3: and cancel prospecting things like that, and so we had
• 18:43
  Speaker 3: a conversation about that. It's been a few weeks since
• 18:45
  Speaker 3: she's been trying to make this a regular part of
• 18:48
  Speaker 3: her cadence, and it has not been going well in
• 18:51
  Speaker 3: the sense that she has not found time to be
• 18:52
  Speaker 3: consistent with it. Meaning if you're going to prospect, let's
• 18:56
  Speaker 3: just say you're going to call expireds and canceled, you
• 18:58
  Speaker 3: need to have a consistent time block and be doing
• 19:00
  Speaker 3: it every single day, because, like you said, that waterfall effect,
• 19:03
  Speaker 3: it's not going to be something where you can do
• 19:05
  Speaker 3: it sporadically when you feel like it, and it's going
• 19:06
  Speaker 3: to yield big results. And so the thing, no matter
• 19:10
  Speaker 3: how big or small your business is in coaching appointments,
• 19:13
  Speaker 3: We're going to focus on how do you maintain your
• 19:15
  Speaker 3: non negotiables every single week. For her, her non negotiables
• 19:18
  Speaker 3: are speaking to a certain amount of people in her
• 19:21
  Speaker 3: sphere of influence, sharing her goals, and asking referrals. When
• 19:24
  Speaker 3: she does that every week, same like hits her commitments.
• 19:27
  Speaker 3: Doing that, she always ends up with more appointments, more business.
• 19:30
  Speaker 3: And so we started to look at today and our
• 19:32
  Speaker 3: coaching appointment was we're starting to hit a ceiling because
• 19:36
  Speaker 3: we have a lot of clients now, her scoreboards looking
• 19:40
  Speaker 3: really good. She had to take her coaching session from
• 19:42
  Speaker 3: the car today because she's on our way to an appointment.
• 19:44
  Speaker 3: We're feeling like the business is starting to hit a ceiling.
• 19:47
  Speaker 3: She's bringing on some more leverage, got a VA that
• 19:49
  Speaker 3: we're training that's really helping free her up. And we
• 19:52
  Speaker 3: were just, you know, kind of deconstructing what are the
• 19:54
  Speaker 3: things that are getting in the way of you talking
• 19:57
  Speaker 3: to every one of your single every single one of
• 19:59
  Speaker 3: your past clients, being in touch with them every ninety days.
• 20:02
  Speaker 3: What is getting in the way of you asking for
• 20:03
  Speaker 3: referrals from twenty people in your sphere of influence every
• 20:06
  Speaker 3: single week. What are the biggest threats to your time
• 20:08
  Speaker 3: right now, right and how consistently are we being with
• 20:11
  Speaker 3: our prospecting and our expired calls and canceled and.
• 20:14
  Speaker 2: Things like that.
• 20:15
  Speaker 3: And what we sort of deduce is we got to
• 20:16
  Speaker 3: get rid of that aspect right now. If we can't
• 20:19
  Speaker 3: go deep on it, we got to not go deep
• 20:20
  Speaker 3: on it, right because we can't be half in on that.
• 20:23
  Speaker 3: So if we are able to get rid of that
• 20:26
  Speaker 3: element and go deeper on our sphere of influence in
• 20:28
  Speaker 3: past clients, that's going to generate more referrals, more business,
• 20:32
  Speaker 3: and that's going to be self propelling. So in that
• 20:34
  Speaker 3: coaching conversation, we looked at our business and we actually said,
• 20:37
  Speaker 3: we've got to stop trying to do this because we're
• 20:40
  Speaker 3: not hitting our non negotiables on this side. And the
• 20:43
  Speaker 3: whole conversation that I just laid out for you is
• 20:45
  Speaker 3: a conversation I'll tell you ninety percent of agents wouldn't
• 20:48
  Speaker 3: even know how to have with themselves because they don't
• 20:49
  Speaker 3: have a plan for their business, which is huge.
• 20:52
  Speaker 1: So it's funny that we're kind of diving deeper into this.
• 20:57
  Speaker 1: On Monday, I get an opportunity to talk with the
• 21:00
  Speaker 1: business partner of mine, Ben Kenny and Ben Kenny his
• 21:04
  Speaker 1: his real estate team on autopilot sales about six seven,
• 21:07
  Speaker 1: six to seven hundred hollses a year. He owns multiple
• 21:11
  Speaker 1: Keller Williams franchises and also is the co owner in Place,
• 21:16
  Speaker 1: which is a multi billion dollar, you know, valued company
• 21:20
  Speaker 1: that helps real estate the top one percent of the
• 21:22
  Speaker 1: one percent of real estate teams grow their business. And
• 21:26
  Speaker 1: we are kind of talking about the secrets to success,
• 21:30
  Speaker 1: and he said the this is guaranteed.
• 21:32
  Speaker 2: He's like, I can guarantee you success right now.
• 21:35
  Speaker 1: And he's like, he's like, write this down, get your pen,
• 21:38
  Speaker 1: get your pen, you know your your your pen and
• 21:42
  Speaker 1: paper out, get your phone out, type this on your notepad.
• 21:46
  Speaker 1: And he said, success is guaranteed when priorities happen in
• 21:51
  Speaker 1: the right order.
• 21:52
  Speaker 2: Right.
• 21:53
  Speaker 1: Success is guaranteed when priorities happened in the right order.
• 21:55
  Speaker 1: And that's exactly what you're saying, is that she's doing
• 21:59
  Speaker 1: the right things, but not in the right order.
• 22:02
  Speaker 3: And she was and started to drift away. We brought
• 22:05
  Speaker 3: her back to that right.
• 22:06
  Speaker 2: Because because we get busy, we like to shortcut things.
• 22:10
  Speaker 1: And and you know, the other thing you talked about
• 22:13
  Speaker 1: with this is that you know, we used to have
• 22:16
  Speaker 1: this kind of grinded out mentality, right, the Gary Vee
• 22:19
  Speaker 1: mentality is like, if you're not hustling, you're not out
• 22:22
  Speaker 1: there twenty four to seven making fifty pieces of content.
• 22:24
  Speaker 2: By the way, you need to be going to grot
• 22:26
  Speaker 2: sales and the.
• 22:26
  Speaker 1: Wholesaling stuff you find out, Yeah, your side income. And
• 22:31
  Speaker 1: he said, he said, this is this other guarantees of
• 22:35
  Speaker 1: success and secret is that more hours will not equate
• 22:37
  Speaker 1: to more success. It's implementing leverage is what leads to
• 22:42
  Speaker 1: more success for yourself. And so like she's getting busierp
• 22:45
  Speaker 1: and eventually that she's going to hit a ceiling at
• 22:48
  Speaker 1: thirty thirty five, thirty six before she hits a breaking point,
• 22:52
  Speaker 1: or that she's going to have maybe her personal life,
• 22:55
  Speaker 1: her family life, her home life starts to suffer, maybe
• 22:58
  Speaker 1: her her health starts to suffer because she's sacrificing that.
• 23:02
  Speaker 1: And that's where we go down this path of like,
• 23:06
  Speaker 1: all right, I'm doing the right things in the right order.
• 23:08
  Speaker 1: Now I'm mastering open houses, you know, I'm mastering my sphere.
• 23:14
  Speaker 1: And I'm listening to what Brian saying. I'm not gonna
• 23:16
  Speaker 1: add more than three lead sources. I'm gonna do open
• 23:18
  Speaker 1: houses my sphere, and I'm gonna call counsels and expireds
• 23:22
  Speaker 1: and then you start to get busy, and what ends
• 23:25
  Speaker 1: up happening is like either you get so busy you
• 23:28
  Speaker 1: stop lead generating or you start dropping the balls on
• 23:32
  Speaker 1: either service or your home life. And we don't feel
• 23:35
  Speaker 1: like we have enough money or resources to bring in
• 23:38
  Speaker 1: the leverage right when you know, realistically the leverage piece
• 23:43
  Speaker 1: is what's going to then get us to sixty units
• 23:46
  Speaker 1: to seventy units and then ultimately now we're building a
• 23:49
  Speaker 1: truly scalable business.
• 23:51
  Speaker 3: You couldn't have said it better. When you reach that
• 23:54
  Speaker 3: point a couple of things you just hit the nail head.
• 23:58
  Speaker 3: Simple is always better, we get I think that we
• 24:02
  Speaker 3: have this thing in our heads where we think that
• 24:05
  Speaker 3: businesses that are bigger than ours are always more complex,
• 24:08
  Speaker 3: and honestly, that's honestly, almost exactly the opposite of reality.
• 24:12
  Speaker 3: A lot of times, normally business get really big and
• 24:14
  Speaker 3: really successful because they're very simple.
• 24:17
  Speaker 2: Right.
• 24:17
  Speaker 3: We are very blessed to have a lot of colleagues
• 24:20
  Speaker 3: that run really, really really massive businesses and massive real
• 24:23
  Speaker 3: estate teams specifically, and most of them are not very complex.
• 24:27
  Speaker 3: They do the same thing every day, over and over
• 24:30
  Speaker 3: and over. They are they are actively trying to achieve
• 24:34
  Speaker 3: a higher level of simplicity in all things right. Every
• 24:36
  Speaker 3: piece of technology they take on, every new person they
• 24:39
  Speaker 3: bring in is really in the act of trying to
• 24:41
  Speaker 3: simplify the business more and more. So as an individual agent,
• 24:44
  Speaker 3: you have the benefit of your business is already simple,
• 24:47
  Speaker 3: which is great, So don't try to complicate it any
• 24:49
  Speaker 3: more than it needs to be. Find your one or
• 24:51
  Speaker 3: two three max things that you're going to do, and
• 24:54
  Speaker 3: then do them every single day because they will work.
• 24:56
  Speaker 3: If you were to ask what's the best lead generation source,
• 24:59
  Speaker 3: which is a favorite for agents to ask, it's the
• 25:01
  Speaker 3: one you're going to use and do and commit to
• 25:03
  Speaker 3: every single day. It all works. If you were just
• 25:06
  Speaker 3: going to do open houses, do ten open houses a
• 25:09
  Speaker 3: week and you'll sell a lot of houses. I mean
• 25:12
  Speaker 3: you just will. You can do them early in the
• 25:13
  Speaker 3: evenings during the weekdays, you can do them twice a
• 25:16
  Speaker 3: day on the weekends. You are bound to sell lots
• 25:18
  Speaker 3: of houses, right, So it all works, right, And then
• 25:22
  Speaker 3: as you scale up, the where agents normally hit a
• 25:27
  Speaker 3: ceiling is now something gets dropped and we either get
• 25:31
  Speaker 3: on the real estate roller coaster because lead generation got dropped,
• 25:35
  Speaker 3: or if we are at least headed in the right
• 25:37
  Speaker 3: direction and smart about it, other balls start getting dropped,
• 25:40
  Speaker 3: maybe on the service side, you know, maybe in our
• 25:43
  Speaker 3: home life, hopefully not. What tends to happen, though, is
• 25:47
  Speaker 3: the business starts to break down in every level, and
• 25:49
  Speaker 3: then we've got to break through that ceiling. Right where
• 25:54
  Speaker 3: I think agents start to really hit a mental ceiling
• 25:57
  Speaker 3: that they've got to break through is when you never
• 26:00
  Speaker 3: lose your eye or when you never lose your eye
• 26:03
  Speaker 3: on the ball when it comes to lead generation, you
• 26:06
  Speaker 3: can afford the leverage before you think you can. That's
• 26:09
  Speaker 3: a big mental gap that a lot of people have,
• 26:11
  Speaker 3: is especially going from individual agent to bringing on like
• 26:14
  Speaker 3: your first paid employee. It's a big mental gap. We've
• 26:18
  Speaker 3: all been there. We just think the business is gonna
• 26:20
  Speaker 3: fall apart and we'll never be able to pay this person.
• 26:21
  Speaker 3: We're gonna have to fire them, we're gonna go out
• 26:23
  Speaker 3: of business, all these types of things. Right, that's like
• 26:26
  Speaker 3: the most valuable thing you can do in your business
• 26:28
  Speaker 3: if you use that leverage to stay in your lead
• 26:31
  Speaker 3: generation mode. And now all of the balls that you're
• 26:34
  Speaker 3: dropping go to your leverage. What you should never do
• 26:38
  Speaker 3: is try to leverage yourself out of the pieces of
• 26:41
  Speaker 3: the business that only you can do best, and that's
• 26:43
  Speaker 3: always going to be lead generation. Like that stuff drives
• 26:47
  Speaker 3: me crazy whenever I'm We're run these Facebook groups and like,
• 26:50
  Speaker 3: you know, who's using vas to call all their leads
• 26:53
  Speaker 3: for them?
• 26:53
  Speaker 2: Like why?
• 26:55
  Speaker 3: Like I know that some people on hero disagree with me,
• 26:57
  Speaker 3: and I'll debate you, I'll go to the map in
• 27:00
  Speaker 3: over this one, Like, no one should be a better
• 27:03
  Speaker 3: lead generator than you and your business.
• 27:05
  Speaker 2: Well, I mean, Justin Nelson said it best.
• 27:08
  Speaker 1: Justin Nelson runs a massive, you know, virtual agency staffing company,
• 27:12
  Speaker 1: and you know he said, you know you people would
• 27:15
  Speaker 1: come to me like I want to get a VA
• 27:16
  Speaker 1: to make phone calls and he's like, well, who's going
• 27:17
  Speaker 1: to train them? Because you're not wanting to make the
• 27:20
  Speaker 1: phone calls? You're not good at it, right, So how
• 27:23
  Speaker 1: are you going to train your bad way to these
• 27:25
  Speaker 1: vas who live in another country?
• 27:27
  Speaker 3: Is going to replicate your bad lead generation?
• 27:30
  Speaker 2: Yeah?
• 27:30
  Speaker 1: Then people get frustrated and they believe it's a waste
• 27:32
  Speaker 1: of money, and so no, you're you're one hundred percent correct.
• 27:35
  Speaker 1: And then and in a sense of like you know,
• 27:39
  Speaker 1: they're we were just again we go back and we're
• 27:42
  Speaker 1: at times we're doing the right things, just not in
• 27:44
  Speaker 1: the right order. But you you nailed on something and
• 27:47
  Speaker 1: I want to get to point number two in a second,
• 27:49
  Speaker 1: but you nailed on something about scoreboards and something that
• 27:52
  Speaker 1: you've done really really well in the businesses that that
• 27:56
  Speaker 1: you built.
• 27:56
  Speaker 2: And then that you know.
• 27:58
  Speaker 1: I get the privilege to be a part of, is
• 28:00
  Speaker 1: that when you come in, you find your scoreboard KPIs
• 28:05
  Speaker 1: your metrics to hit. Like you know with Homeward, you
• 28:08
  Speaker 1: know you've talked about you know, email and answer rates
• 28:11
  Speaker 1: and making sure that the email inbox is cleared out.
• 28:14
  Speaker 1: That that's ensuring that we're we're getting as great at
• 28:18
  Speaker 1: communicating with our tenants and the landlords as as possibly
• 28:22
  Speaker 1: we can. You know, that's one of the biggest complaints
• 28:24
  Speaker 1: on the property management side is really piss poor communication.
• 28:28
  Speaker 1: And you know I saw that within when you were
• 28:31
  Speaker 1: running Livyan, you're the real estate team, you were running
• 28:34
  Speaker 1: it off of what was your KPIs your scoreboard numbers
• 28:36
  Speaker 1: on that one is about listings and a number of
• 28:38
  Speaker 1: active listings, dependings.
• 28:39
  Speaker 3: Yeah, so how many contracts we're executing every month, and
• 28:41
  Speaker 3: then and then how many how many listenings were taking
• 28:43
  Speaker 3: every month. That's the same in our transaction management company.
• 28:46
  Speaker 3: On the individual agent level, this is incredibly important. We
• 28:50
  Speaker 3: coach all our agents the same way on this little
• 28:52
  Speaker 3: mnemonic device, the scoreboard device you're in for a real
• 28:56
  Speaker 3: estate sales agent. It was like this when we were
• 28:58
  Speaker 3: running living as well, and for my agents that I coach. Now,
• 29:01
  Speaker 3: I like to look at your full pipeline as a scoreboard. Okay,
• 29:05
  Speaker 3: So your scoreboard consists of how many current clients you
• 29:09
  Speaker 3: have that are signed that are not under contract. You
• 29:13
  Speaker 3: just have an agreement signed with them, so there's a
• 29:14
  Speaker 3: listing agreement or a buyer up agreement that is signed
• 29:16
  Speaker 3: but they are not under contract yet. The amount of
• 29:19
  Speaker 3: people you actually have under contract, and your people and
• 29:22
  Speaker 3: your closings year to date. So if I've got you know,
• 29:24
  Speaker 3: two listings on the market, those are two signed clients.
• 29:27
  Speaker 3: If I got one other listen you know, one buyer
• 29:29
  Speaker 3: under contract, that's an under contract. If I've closed three
• 29:31
  Speaker 3: this year, you know, so it's two to one three,
• 29:34
  Speaker 3: My score is six, right. I like to have that
• 29:37
  Speaker 3: scoreboard because at any point during the year one, it
• 29:41
  Speaker 3: starts with a business plan. You should have a goal
• 29:43
  Speaker 3: for how many units you need to sell this year
• 29:45
  Speaker 3: to hit your financial goals for your business, and then
• 29:48
  Speaker 3: anywhere along the way in the year, you can just
• 29:50
  Speaker 3: simply look at your scoreboard and know whether or not
• 29:53
  Speaker 3: you're on the path to your goals. And I think
• 29:55
  Speaker 3: that's like, it's such a simple way to think about it,
• 29:58
  Speaker 3: and I think it's incredib to be powerful because if
• 30:01
  Speaker 3: we coach agents all the time, is what we do
• 30:03
  Speaker 3: for a living, it's astonishing how few agents truly know
• 30:08
  Speaker 3: where they stand on the road to their goals every
• 30:12
  Speaker 3: single year. Like it's April right now, Okay, we just
• 30:16
  Speaker 3: ended up. We just closed Q one. Okay. So between
• 30:21
  Speaker 3: the amount of signed clients that you have, the amount
• 30:24
  Speaker 3: of executed contracts that are in ESCO right now, and closings,
• 30:28
  Speaker 3: you should be a quarter of the way to your
• 30:29
  Speaker 3: goal in those three categories. Doesn't mean you have a
• 30:32
  Speaker 3: quarter of the closings, by the way, because you still
• 30:34
  Speaker 3: have people in your pipeline and Q one and Q
• 30:36
  Speaker 3: four are gonna be slower than Q two and Q three,
• 30:39
  Speaker 3: But your active pipeline of clients, contracts and closings should
• 30:43
  Speaker 3: be one quarter of the way to your goal. I
• 30:46
  Speaker 3: won't like I will just tell you firsthand knowledge. So
• 30:49
  Speaker 3: many agents don't measure those things. They don't know them,
• 30:52
  Speaker 3: And so when I get up every single day, I
• 30:56
  Speaker 3: don't get up with the same sense of urgency to
• 30:59
  Speaker 3: go out and build my business. If I don't have
• 31:01
  Speaker 3: a scoreboard to look at every single day, it would
• 31:04
  Speaker 3: be like going and playing a sport and never knowing
• 31:07
  Speaker 3: what the score is. I don't play the game the
• 31:10
  Speaker 3: same way. If I don't know what the score is,
• 31:11
  Speaker 3: I don't know if I'm winning, I'm losing. I have
• 31:13
  Speaker 3: no idea how much time is left. You know, these
• 31:16
  Speaker 3: little simple devices go incredibly long way, and it's amazing
• 31:21
  Speaker 3: to me how many agents don't use them. So that's
• 31:23
  Speaker 3: a little, good, little actionable nugget for you. Use a
• 31:27
  Speaker 3: scoreboard in your business. My scoreboard for sales agents is
• 31:31
  Speaker 3: current clients, under contract closings. Those together are your score
• 31:37
  Speaker 3: throughout the year. You should be on pace to complete
• 31:39
  Speaker 3: your units closed by the end of the year. It's
• 31:41
  Speaker 3: very simple. And if you're behind, start saying no to
• 31:45
  Speaker 3: things and start lead generating. Yeah, it's really simple. Right,
• 31:49
  Speaker 3: That's the mind blowing thing.
• 31:50
  Speaker 1: That's the hardest thing that I get even our agents
• 31:54
  Speaker 1: to track is I'm like, why are we not tracking?
• 32:00
  Speaker 2: First off?
• 32:00
  Speaker 1: Why are we not tracking the calls, the contacts, appointments
• 32:02
  Speaker 1: at appointments ran, the outcome of the appointments, because you know,
• 32:07
  Speaker 1: just like the agent I was coaching with yesterday and
• 32:09
  Speaker 1: having a conversation, you know, she's like, what am I doing?
• 32:12
  Speaker 2: Am I doing something wrong? I'm like, well, I don't.
• 32:13
  Speaker 1: You're not on my team, but you know you're part
• 32:15
  Speaker 1: of my my you know, sales organization through through exp
• 32:18
  Speaker 1: but as like, I don't know just yet. I mean,
• 32:22
  Speaker 1: you know you're doing all the right things. They're they're
• 32:24
  Speaker 1: saying they're going to work with you. You know, there's
• 32:26
  Speaker 1: you know, the the more that you can have conversation
• 32:29
  Speaker 1: you start asking for the business, then that's where we
• 32:32
  Speaker 1: can dive deep. But until you track calls, contacts, appointments,
• 32:35
  Speaker 1: set appointments, ran, appointments missed, you know, the outcome of
• 32:38
  Speaker 1: the appointments, those people need to go and chase. And
• 32:41
  Speaker 1: you know how easy it is build a scoreboard. Now,
• 32:43
  Speaker 1: you know, you just going to Claude Claude will build
• 32:48
  Speaker 1: a functioning scoreboard. You don't need to have an excel
• 32:53
  Speaker 1: you know pH D. They will go build it. You
• 32:55
  Speaker 1: can go download it and now track your own numbers
• 32:58
  Speaker 1: and build everything.
• 32:58
  Speaker 2: I built one out just for that. Yeah, just tell
• 33:00
  Speaker 2: it what you needed to do. That's one hundred percent.
• 33:03
  Speaker 3: We start every coaching and point in the same way,
• 33:04
  Speaker 3: what is the current score? And then in the last
• 33:07
  Speaker 3: week since your last met, how many appointments do we run?
• 33:10
  Speaker 3: New sign listings, new sign buyers, new execute of contracts,
• 33:13
  Speaker 3: new closing. So the reason we do that is because
• 33:15
  Speaker 3: we want to know how are we trending as far
• 33:18
  Speaker 3: as our activities, what are our activities yielding? If I
• 33:22
  Speaker 3: have a commitment that I need to run a certain
• 33:23
  Speaker 3: amount appointments to hit my goals, I need to be
• 33:26
  Speaker 3: looking at did I set my appointments every week and
• 33:28
  Speaker 3: what did that actually result in? Right visibility on very
• 33:32
  Speaker 3: basic data should drive your behavior. If you know the
• 33:35
  Speaker 3: score and you know you're behind, it should motivate you
• 33:38
  Speaker 3: to catch up. If you know that you need to
• 33:40
  Speaker 3: set a certain amount appointments to hit your goals, it
• 33:42
  Speaker 3: should motivate you to lead generate for.
• 33:44
  Speaker 2: Those appointments every day.
• 33:46
  Speaker 3: I would venture to guess that the eighty percent of
• 33:48
  Speaker 3: people that haven't done a deal this year aren't tracking
• 33:51
  Speaker 3: that data, and so they get up every day with
• 33:53
  Speaker 3: a whole bunch of hopium, hoping that things are going
• 33:55
  Speaker 3: to change, hoping that something good's going to happen. Make
• 33:59
  Speaker 3: it really visible in your business what you need to be,
• 34:02
  Speaker 3: what you need to be doing. Are you doing it
• 34:03
  Speaker 3: and what are the results? And you're either going to
• 34:05
  Speaker 3: get up every day and do it or you're not.
• 34:07
  Speaker 3: But my guess is you're going to get up and
• 34:09
  Speaker 3: be more active if you have that visibility than if
• 34:11
  Speaker 3: you don't.
• 34:12
  Speaker 1: Let's let's move into the most important thing that agents
• 34:17
  Speaker 1: need to have as income, right number one, they need
• 34:21
  Speaker 1: clients and then they'll lead to hopefully I'll lead income.
• 34:24
  Speaker 2: But you know, there there's part of this.
• 34:28
  Speaker 1: You know, when I was talking to Ben ben Kenny,
• 34:30
  Speaker 1: you talked about if you want to improve your life
• 34:33
  Speaker 1: and your income, you need to be focusing on improving
• 34:37
  Speaker 1: an increase in your hourly rate. And there was there
• 34:41
  Speaker 1: was an agent that that you know, sent me a
• 34:44
  Speaker 1: Facebook message and was talking about, you know, how could
• 34:47
  Speaker 1: she improve converting you know some seller clients and that
• 34:51
  Speaker 1: she lost one because she wasn't including photography, and I
• 34:54
  Speaker 1: started asking commission. I'm like, who wha WHOA like, actually
• 34:57
  Speaker 1: that should include a photography by the way, because it
• 34:59
  Speaker 1: was a good amount of commission. But when we saw this,
• 35:03
  Speaker 1: if you go back, let's go back in time to
• 35:04
  Speaker 1: twenty twenty four, when the lawsuit settlement was going on.
• 35:08
  Speaker 1: You know, the fear at that time was what.
• 35:12
  Speaker 3: We were all gonna you know, our commissions, We're going
• 35:15
  Speaker 3: to go to zero, and you know, we were going
• 35:18
  Speaker 3: to have a hard time getting paid what we felt
• 35:20
  Speaker 3: was a fair representation of the value that we brought
• 35:25
  Speaker 3: to the table. And they turned around saying exact words
• 35:28
  Speaker 3: right now, I mean.
• 35:29
  Speaker 1: We're not putting the right number on it, so we
• 35:31
  Speaker 1: can actually talk about it. There was a survey that
• 35:33
  Speaker 1: was done by the RESU. It was a it was
• 35:37
  Speaker 1: like a it's called RESI Club survey. This was for
• 35:39
  Speaker 1: February and February March survey for twenty twenty six, and
• 35:44
  Speaker 1: thirty four percent of real estate agents says that buyer
• 35:48
  Speaker 1: side compensation is where they feel the most pressure right
• 35:51
  Speaker 1: now getting the buyer side compensation. And so if you
• 35:56
  Speaker 1: go back and look from from Q three of twenty
• 35:59
  Speaker 1: twenty four to U three of twenty twenty five. Buyer
• 36:02
  Speaker 1: agent commission actually increased. This was after the lawsuit, by
• 36:06
  Speaker 1: the way, So this is Q three of twenty four
• 36:08
  Speaker 1: to Q three of twenty five, correct, right, So commissions
• 36:11
  Speaker 1: that buyside commissions increased. And what I'm feeling, and what
• 36:17
  Speaker 1: you would probably agree with this is that you know,
• 36:22
  Speaker 1: really the commissions is in the the comp plant is
• 36:26
  Speaker 1: not under attack by the market. We think it is
• 36:29
  Speaker 1: because that's the easiest talking track. Yeah, right, that's the
• 36:32
  Speaker 1: easiest thing to say, is like, no one wants to
• 36:34
  Speaker 1: pay this, Well, no one wants to spend any money.
• 36:36
  Speaker 1: Like you go if you go look at homework property management,
• 36:39
  Speaker 1: you go talk to the to the landlords that gets
• 36:41
  Speaker 1: these repair bills. They don't want to spend that money.
• 36:44
  Speaker 3: No, they always think it should be half the price
• 36:47
  Speaker 3: of that exactly.
• 36:48
  Speaker 2: We always things were cheaper, right.
• 36:50
  Speaker 1: But it's what ends up happening is that agents don't
• 36:55
  Speaker 1: know how to accurately articulate their value. They don't actually
• 37:00
  Speaker 1: know what their value proposition is.
• 37:02
  Speaker 3: Well most of them, I'd say a majority of agents
• 37:04
  Speaker 3: have not sat down and thought deeply in their business
• 37:08
  Speaker 3: planning around what their unique selling proposition is, their their
• 37:11
  Speaker 3: value proposition that differentiates them, which is now it's important,
• 37:14
  Speaker 3: it's more important now than ever.
• 37:16
  Speaker 1: Do you actually know how easy it is? A fine
• 37:18
  Speaker 1: one now, it was a lot harder before this came out.
• 37:21
  Speaker 1: But your Claude, your chat, your grock, Yeah, your your
• 37:25
  Speaker 1: co pilot, your Gemini AI assistant. You can find your
• 37:30
  Speaker 1: especially if you're inexperience, maybe you don't have any sales
• 37:33
  Speaker 1: or many sales underneath your you know your belt, you
• 37:37
  Speaker 1: can ask it to help you find your value proposition
• 37:40
  Speaker 1: so that you can articulate it to a client in
• 37:42
  Speaker 1: sixty seconds or less. Because you know what I tell people,
• 37:44
  Speaker 1: I'm like, and this is something like I relate this
• 37:47
  Speaker 1: back to your dad, like every time I think about
• 37:48
  Speaker 1: it when he's flying a plane and stuff like that.
• 37:50
  Speaker 1: I said, look, you don't care who's flying the plane
• 37:52
  Speaker 1: when you're thirty six thousand feet up in the air.
• 37:54
  Speaker 1: But I guarantee you you definitely care if you're hitting
• 37:57
  Speaker 1: some bad storms, some bad turbulence. Maybe you know, oh
• 38:00
  Speaker 1: something happened, and now you're praying your white knuckling on
• 38:03
  Speaker 1: that armchair that you hope that this pilot has enough
• 38:05
  Speaker 1: experience to get this plane down on the ground so
• 38:08
  Speaker 1: that you can go enjoy your next destination. And that's
• 38:11
  Speaker 1: why Tom I said, I'm that pilot that will get
• 38:13
  Speaker 1: you down safely.
• 38:14
  Speaker 3: We should try that, Jesse, pull up Claude right there.
• 38:16
  Speaker 3: We'll we'll see how fast we can do this, but
• 38:19
  Speaker 3: see if we can create a unique value proposition that
• 38:22
  Speaker 3: we can do in under sixty seven seconds. I am
• 38:25
  Speaker 3: a real estate agent, you know, not a prompt it.
• 38:27
  Speaker 3: We'll just we'll just see what it comes up with us.
• 38:29
  Speaker 3: We're talking.
• 38:29
  Speaker 2: I'm a new real estate agent.
• 38:30
  Speaker 3: Yeah, do a new agent, because that's the hardest.
• 38:32
  Speaker 2: With no sales.
• 38:35
  Speaker 3: Right.
• 38:35
  Speaker 1: So I'm a new real estate agent with no sales,
• 38:39
  Speaker 1: and I need to find my value proposition when talking
• 38:43
  Speaker 1: to buyer clients that they will hire me.
• 38:45
  Speaker 3: And I got to be able to articulate it in
• 38:47
  Speaker 3: sixty six This will be interesting. Man. Also, just side note,
• 38:54
  Speaker 3: if you're not using just really powerful tools in your
• 38:57
  Speaker 3: business that are available to you for twenty dollars a month, man,
• 39:01
  Speaker 3: they're so awesome and and and somebody somebody just I
• 39:05
  Speaker 3: can't remember where I read this the other day. This
• 39:07
  Speaker 3: is such a good way to encapsulate the utility of AI.
• 39:11
  Speaker 3: Stop using AI to do new things, and start using
• 39:15
  Speaker 3: it first to do things that you're already doing.
• 39:17
  Speaker 2: At a higher level.
• 39:18
  Speaker 3: That's where people get really lost with AI and its
• 39:21
  Speaker 3: usefulness as they just start tinkering and trying to build
• 39:24
  Speaker 3: like useful things, like like new things. You should be
• 39:27
  Speaker 3: using it in your business to do the things you're
• 39:29
  Speaker 3: already doing.
• 39:30
  Speaker 2: Fixed. So here's the problem.
• 39:31
  Speaker 3: Jesse's pointing at himself.
• 39:33
  Speaker 2: Well, no, he's pointing because his plot.
• 39:35
  Speaker 1: So it's going to answer to his claud So oh yeah,
• 39:38
  Speaker 1: So Jesse has a master's degree, he was a teacher
• 39:40
  Speaker 1: for eleven years, right, but everyone has experience.
• 39:43
  Speaker 2: So actually, let's let's use But this is.
• 39:44
  Speaker 3: Still fair because it would it would just take the
• 39:46
  Speaker 3: conversation with the person who was doing it.
• 39:48
  Speaker 1: So yes, so you know your script that you know.
• 39:51
  Speaker 1: The sixty second value proposition for Jesse over at tour
• 39:54
  Speaker 1: Studios t O r E Studios dot com is that
• 39:57
  Speaker 1: most people assume experiences the most important thing in a
• 40:00
  Speaker 1: real estate agent. And honestly, I get it. So this
• 40:03
  Speaker 1: is what Jesse would be saying to the client. But
• 40:06
  Speaker 1: here's what I've learned. What clients actually want as someone
• 40:09
  Speaker 1: who listens, explains the process clearly, and fights for their
• 40:12
  Speaker 1: best outcome, not someone who's just going to go through
• 40:14
  Speaker 1: the motions on their two hundredth deal. I'm a former
• 40:17
  Speaker 1: educator for over a decade. My job was to take
• 40:20
  Speaker 1: complicated information and make it make sense, to meet people
• 40:24
  Speaker 1: where they are and guide them through something unfamiliar. That's
• 40:27
  Speaker 1: exactly what the buying or selling a home requires. I'm
• 40:32
  Speaker 1: also backed by resources of Keller Williams, one of the
• 40:34
  Speaker 1: largest real estate networks in the country, So you get
• 40:37
  Speaker 1: someone who's fully present and invested in your outcome with
• 40:40
  Speaker 1: all the tools of a top tier brokerage behind them.
• 40:42
  Speaker 1: I'll never treat your transaction like just another file. I'll
• 40:45
  Speaker 1: treat it. Treat it like your most important financial decision,
• 40:49
  Speaker 1: because it probably is.
• 40:51
  Speaker 2: That's really good.
• 40:52
  Speaker 1: So if you were to go and use that and
• 40:56
  Speaker 1: tweak it to make it sound like you know, I
• 40:58
  Speaker 1: don't know if that's how Jesse talk, but it's probably
• 41:01
  Speaker 1: something similar. But if you and if you role played
• 41:04
  Speaker 1: that your value proposition is there and and you're going
• 41:08
  Speaker 1: to say, hey, this is my this, you know when
• 41:10
  Speaker 1: you're signing that here's the buyer's rep.
• 41:12
  Speaker 2: It's ex percent to hire.
• 41:13
  Speaker 1: Me, and you know, I'm going to help navigate this
• 41:17
  Speaker 1: as a former educator who's who's been able to get
• 41:20
  Speaker 1: kids to understand music. I as a band director, and
• 41:23
  Speaker 1: that's a foreign freaking language. If I can get them
• 41:26
  Speaker 1: to understand and play really, really well, I can definitely
• 41:28
  Speaker 1: help you navigate this home buying process with words that
• 41:31
  Speaker 1: you probably never heard of, with with you know, the
• 41:34
  Speaker 1: timelines you've probably never experienced before, and if you have,
• 41:37
  Speaker 1: it's probably years ago and things have changed.
• 41:38
  Speaker 2: So here you go.
• 41:39
  Speaker 3: Like I liked how it really lent it leaned on
• 41:43
  Speaker 3: past experiences because one of the biggest questions new agents
• 41:46
  Speaker 3: always I was like, like, what is my value proposition?
• 41:49
  Speaker 3: I feel like I haven't sold a lot of home yet. Like,
• 41:51
  Speaker 3: you're probably really good at something. You have something in
• 41:54
  Speaker 3: your past that makes you an expert in that thing,
• 41:56
  Speaker 3: and we can help you lean on that and how
• 41:57
  Speaker 3: that will translate to you being a great fiduciary. So
• 42:00
  Speaker 3: that's a really good actionable thing for people out there
• 42:02
  Speaker 3: that are maybe newer, that are struggling to find their USB.
• 42:05
  Speaker 3: Will lean on your past experience use AI to help
• 42:09
  Speaker 3: you sniff that out and you can come up with
• 42:10
  Speaker 3: something really good that's ten seconds.
• 42:13
  Speaker 1: Have you have you like, how many agents have you
• 42:16
  Speaker 1: talked to that had over the last two years, had
• 42:18
  Speaker 1: a really good year. But now they're stuck right there.
• 42:23
  Speaker 1: They're hitting that wall. They don't know how to break
• 42:25
  Speaker 1: through it, right. You know, production has been flat for
• 42:29
  Speaker 1: the last year, last maybe sixteen eighteen months. Sure, and
• 42:33
  Speaker 1: it's not the market, right, it's the ceiling. Like they're
• 42:36
  Speaker 1: still selling houses, there's they're still you know, they're doing
• 42:39
  Speaker 1: all the right things, yeah, and they're just hitting that
• 42:44
  Speaker 1: self imposed ceiling.
• 42:45
  Speaker 3: Yeah. I think that this is a really unique time
• 42:51
  Speaker 3: in human history, obviously, and that bleeds down into every industry,
• 42:55
  Speaker 3: our industry as well. Mark The industry is changing, technology
• 43:00
  Speaker 3: is changing, the client experience is changing. Where I think
• 43:04
  Speaker 3: this is my lived experience. Agents that I see getting
• 43:07
  Speaker 3: really stuck and their their growth really plateaued. They're producing
• 43:11
  Speaker 3: a decent amount, but they're hitting the same marks every
• 43:13
  Speaker 3: single year. They're really trying to find ways to sort
• 43:20
  Speaker 3: of reinvent their business for a new era, right, and
• 43:23
  Speaker 3: that's really tough to do in a murky environment because
• 43:26
  Speaker 3: we don't know what the future is going to look
• 43:28
  Speaker 3: like we don't know what the technology is going to
• 43:30
  Speaker 3: do and all of that right where the advice that
• 43:34
  Speaker 3: I would give to those agents is in every aspect
• 43:38
  Speaker 3: of your business. We talk about this a lot. You
• 43:39
  Speaker 3: want to try and simplify as much as possible. These
• 43:42
  Speaker 3: businesses are not complicated to build. They're not easy, they're
• 43:45
  Speaker 3: hard to build, but they're not complicated. And so in
• 43:48
  Speaker 3: order to get past that ceiling, all you've really got
• 43:51
  Speaker 3: to think about on a daily basis and then go
• 43:53
  Speaker 3: solve these problems is what do I need to do
• 43:56
  Speaker 3: to give myself more time to drive more business? You
• 44:00
  Speaker 3: as the leader of the business, your sole job should
• 44:02
  Speaker 3: be to drive more business. It's all it is, right,
• 44:05
  Speaker 3: And so when we start asking ourselves in those terms,
• 44:08
  Speaker 3: how do I take more of my time and use
• 44:11
  Speaker 3: it to drive more business? Now you start to get
• 44:14
  Speaker 3: a few of the answers around how you can start
• 44:16
  Speaker 3: to use technology at a higher level, not to make
• 44:19
  Speaker 3: shiny toys that were never invented before, but to do
• 44:22
  Speaker 3: things that you're having to do right now that are
• 44:25
  Speaker 3: taking more of your time. How do you use technology
• 44:27
  Speaker 3: to do those things for you or more efficiently. I'll
• 44:30
  Speaker 3: give you a great example if you are managing your
• 44:33
  Speaker 3: own transactions right now. One, if you're selling a lot
• 44:35
  Speaker 3: of real estate, you should not be managing your own transactions.
• 44:37
  Speaker 3: Should have trying to ask coordator. But I digress because
• 44:39
  Speaker 3: that's not dollar productive. But if you are, you can
• 44:42
  Speaker 3: go in right now and create a project inside of
• 44:46
  Speaker 3: Claude that will greatly reduce the amount of time you
• 44:51
  Speaker 3: spend regurgitating templated emails filling in blanks right, some of
• 44:56
  Speaker 3: the patternistic communication between you and your clients. You could
• 45:00
  Speaker 3: within an hour go and train claud to just you
• 45:04
  Speaker 3: upload the contract and it goes broom and everything you
• 45:07
  Speaker 3: were going to send to your client that was going
• 45:08
  Speaker 3: to take you forty five minutes to type up is
• 45:10
  Speaker 3: just there, right, And so then you go, Okay, how
• 45:13
  Speaker 3: do I replicate that ideology or how do I do
• 45:15
  Speaker 3: that same thing in ten other areas of my business? Right?
• 45:18
  Speaker 3: What else can I streamline? And then guys, take that
• 45:21
  Speaker 3: time you got back from streamlining and go find more
• 45:25
  Speaker 3: business that is in it. Right, And then when you
• 45:28
  Speaker 3: get to a certain point, now you've got a great system.
• 45:31
  Speaker 3: Now you can bring more agents on. Now you've built
• 45:33
  Speaker 3: something that's like a legitimate asset, right, the asset of
• 45:37
  Speaker 3: any real estate business are at systems and processes. Everything
• 45:41
  Speaker 3: else is just human willpower to show up every day
• 45:44
  Speaker 3: and work the system. Right. So when you get to
• 45:46
  Speaker 3: that point where you've really got a functioning machine, now
• 45:49
  Speaker 3: you can go and start to duplicate yourself. Now you're
• 45:51
  Speaker 3: really providing an opportunity for other agents to come and
• 45:55
  Speaker 3: work inside your business to help grow their business as well,
• 45:58
  Speaker 3: and you're giving something that's really meaningful to them. But
• 46:01
  Speaker 3: you got to use it to leverage what's already existing
• 46:04
  Speaker 3: in your business, not to go build shiny toys.
• 46:06
  Speaker 1: When we say we're hitting a ceiling, by the way,
• 46:09
  Speaker 1: that's it. That's a self imposed ceiling. That's not those
• 46:13
  Speaker 1: aren't that's not real, right, It's it's it's that self
• 46:17
  Speaker 1: imposed ceiling. Is we're imposing that on ourselves because it's
• 46:22
  Speaker 1: we're in.
• 46:22
  Speaker 2: A comfort zone.
• 46:24
  Speaker 1: Like it's we don't want to like we got to
• 46:26
  Speaker 1: a certain point, we're comfortable and we want more. Sure,
• 46:30
  Speaker 1: it would be great, but I know what it's taken
• 46:33
  Speaker 1: me to get to this, and I don't want to
• 46:37
  Speaker 1: do what's going to take me to get to that
• 46:39
  Speaker 1: at the moment. But in reality, once you break through
• 46:42
  Speaker 1: that that self and posted ceiling, that comfort level moves
• 46:46
  Speaker 1: and shifts to that next one.
• 46:48
  Speaker 2: The next one will be comfortable.
• 46:49
  Speaker 1: And then you when you talked about you know, optimizing
• 46:52
  Speaker 1: your technology or c RM or even really getting a
• 46:55
  Speaker 1: TC so you should get with Lady Force at Infinity Source.
• 46:58
  Speaker 2: She's the best one out there, by the way. And
• 47:02
  Speaker 2: but when you.
• 47:02
  Speaker 1: Look at technology pieces, Ben ben Kenny brought this up
• 47:05
  Speaker 1: when he was talking about leverage in your business and
• 47:07
  Speaker 1: he's like, most people think of leveraging their business as
• 47:10
  Speaker 1: hiring somebody. He's like, we have right now, we've got
• 47:13
  Speaker 1: the hands down the best technology we've ever had in
• 47:17
  Speaker 1: our lifetimes at our fingertips, with with the way software is,
• 47:20
  Speaker 1: with the way AI is, with how our quick our
• 47:24
  Speaker 1: phones are. And he's like, what we're not doing is
• 47:27
  Speaker 1: we're not optimizing our or CRM pieces to work with us.
• 47:32
  Speaker 1: We're actually doing it to work against us. So we
• 47:35
  Speaker 1: don't go in and take the time to learn and
• 47:39
  Speaker 1: and go all in on building out the right automation flow.
• 47:43
  Speaker 1: And look, I'm going to tell you this, I'm guilty
• 47:45
  Speaker 1: of this. Yeah, I you know, I'm trying to save
• 47:49
  Speaker 1: it right now. But I have a seller that I
• 47:51
  Speaker 1: met with six months ago that I did everything in
• 47:54
  Speaker 1: the beginning right. I set the appointment, I put the
• 47:57
  Speaker 1: I put I ran the appointment. What I didn't do
• 48:01
  Speaker 1: right was I didn't upload my notes or or record
• 48:04
  Speaker 1: my notes of what I said to them, so I
• 48:06
  Speaker 1: don't recall everything about it because that was six months
• 48:09
  Speaker 1: ago and the holidays have happened. And on the I
• 48:12
  Speaker 1: did check off that I ran the appointment and that
• 48:15
  Speaker 1: it was a nurture follow up status that I didn't
• 48:17
  Speaker 1: take it right away, but I didn't put a follow
• 48:19
  Speaker 1: up task in place. What I thought I was doing
• 48:23
  Speaker 1: well is I put a market value report in place.
• 48:25
  Speaker 1: But now I'm hearing through the grape line that they
• 48:29
  Speaker 1: were talking about listening their home and they haven't been
• 48:32
  Speaker 1: talking with me. And this is someone that's that's kind
• 48:36
  Speaker 1: of in the aquaintance circle that we know, and so
• 48:40
  Speaker 1: it's like, all right, if that's the case, you would
• 48:42
  Speaker 1: think that they're going to come back to me because
• 48:43
  Speaker 1: I already met with them.
• 48:44
  Speaker 2: That's not the case. I have not been doing my job.
• 48:46
  Speaker 1: I've been not letting technology help me because I forgot
• 48:50
  Speaker 1: to do this. I've only got one marketing piece, you know,
• 48:53
  Speaker 1: one of the automations in place when I should have
• 48:55
  Speaker 1: had the text messaging and everything else of just doing
• 48:58
  Speaker 1: check ins, and so we don't optimize the to use
• 49:02
  Speaker 1: it correctly because that right there, well, that's more deals,
• 49:06
  Speaker 1: that's more at VASS, that's more opportunities without actually doing
• 49:09
  Speaker 1: more work.
• 49:10
  Speaker 3: So true, I could go on and on and on
• 49:12
  Speaker 3: about this. This is like my bread and butter. I
• 49:16
  Speaker 3: think so many I would argue the vast majority of
• 49:19
  Speaker 3: agents are are not using their CRM at a simple
• 49:23
  Speaker 3: enough level to just make it incredibly efficient and utilitarian.
• 49:27
  Speaker 2: It's very simple.
• 49:28
  Speaker 3: You have people in your database that you know when
• 49:32
  Speaker 3: they're going to buy a home and people that you
• 49:33
  Speaker 3: don't know when they're going to buy a home, and
• 49:35
  Speaker 3: you need to have them categorize and optimize appropriately, and
• 49:38
  Speaker 3: then you just need to do your tasks every single day.
• 49:40
  Speaker 3: It's so simple to build out. It's one of the
• 49:43
  Speaker 3: things that I do for a lot of agents that
• 49:45
  Speaker 3: are in my world. But you hit the nail on
• 49:47
  Speaker 3: the head. We are so obsessed with a new technology
• 49:51
  Speaker 3: and the technology that's right here at our fingertips, that
• 49:54
  Speaker 3: has actually already been here for a while. We're not
• 49:56
  Speaker 3: optimizing it to help us in our business every day.
• 50:00
  Speaker 3: And that's all it needs to do. Is if you
• 50:02
  Speaker 3: have people in your world that you know are going
• 50:04
  Speaker 3: to buy a home at some point, don't don't ever
• 50:06
  Speaker 3: let them fall through the cracks. That's the number one
• 50:07
  Speaker 3: job of your CRM. And if it's not doing that,
• 50:10
  Speaker 3: then you got to set it up properly like that.
• 50:12
  Speaker 3: That's a huge gap for so many agents out there.
• 50:15
  Speaker 3: And I'll tell you that's a massive miss in my
• 50:17
  Speaker 3: world right now. If I were to hire.
• 50:19
  Speaker 1: Any type of consultant or any type of coach, they
• 50:21
  Speaker 1: would go audit that and say, if you want to
• 50:24
  Speaker 1: get from you know, two hundred, two hundred and thirty
• 50:26
  Speaker 1: clothings a year to five hundred, this is where it's
• 50:28
  Speaker 1: going to change. I guarantee you. I mean, we have
• 50:31
  Speaker 1: there's so much gold and data in there. We don't
• 50:33
  Speaker 1: need to buy more leads. We just need to optimize
• 50:36
  Speaker 1: the system to start shaking the trees out, to get
• 50:38
  Speaker 1: the hand raisers in there too, you know, so we
• 50:41
  Speaker 1: can have more. Theoretically, come list me in purchase business.
• 50:47
  Speaker 3: That's a huge misnomer is almost nobody doesn't. Almost nobody
• 50:53
  Speaker 3: out there has a lead problem. There's always enough leads.
• 50:55
  Speaker 3: You almost always already have enough leads. They're already in
• 50:58
  Speaker 3: your world. It's about organizing them, optimizing them, and following
• 51:02
  Speaker 3: up with them.
• 51:04
  Speaker 1: Last is as we get wrapping this up, and I
• 51:06
  Speaker 1: don't want to spend too much time on it, is
• 51:08
  Speaker 1: you know, the market feels frozen, you know, and you
• 51:11
  Speaker 1: know my sellers and or buyers aren't wanting to budge
• 51:15
  Speaker 1: right because of the market. And a Homelight did a
• 51:19
  Speaker 1: survey back at the end of December as their Top
• 51:22
  Speaker 1: Agent survey. One hundred and fifty plus agents participated in
• 51:25
  Speaker 1: this and they said forty seven percent of their clients
• 51:29
  Speaker 1: are frozen due to economic uncertainty. And I kind of
• 51:36
  Speaker 1: when I look at this, I'm like, man for the
• 51:38
  Speaker 1: last forever. I don't even I'm not even gonna put
• 51:42
  Speaker 1: years on it, because it's been forever that I feel
• 51:45
  Speaker 1: like there's a certain population when I talk to them.
• 51:48
  Speaker 1: There's always economic uncertainty. Like I remember before COVID, it
• 51:53
  Speaker 1: was the crash is coming, the real estate market's going
• 51:57
  Speaker 1: to crash. I'm not I'm going to wait for the
• 51:59
  Speaker 1: crash to happen and so I can buy at the
• 52:01
  Speaker 1: bottom again because we were overdue for a recession. COVID
• 52:05
  Speaker 1: hit and then it was you know, obviously I'm going
• 52:08
  Speaker 1: to wait for that crash to happen. And then it
• 52:10
  Speaker 1: took off, you know, and then after pre COVID, you know,
• 52:14
  Speaker 1: post COVID, you know, rates went up.
• 52:15
  Speaker 2: Then I'm like, I'm going to wait for that crash.
• 52:18
  Speaker 3: Yep.
• 52:18
  Speaker 2: And it's like, guys, like, what are we doing here?
• 52:22
  Speaker 3: You can always find the apocalypse tzure one hundred percent.
• 52:25
  Speaker 3: That's always out there. It's these are you know, it's
• 52:30
  Speaker 3: an interesting thought process that we you know, agents are staying.
• 52:32
  Speaker 3: It feels like the market's frozen and stuff like that.
• 52:35
  Speaker 3: I just think these are really simple businesses. Again, So
• 52:38
  Speaker 3: when the market is trading a lot, you know, twenty
• 52:42
  Speaker 3: twenty one or I think it's twenty one or twenty two,
• 52:44
  Speaker 3: we had a six point five million transaction side, so
• 52:46
  Speaker 3: we're trading a lot, right, Well, that means I'm probably
• 52:49
  Speaker 3: signing more clients pound for pounds, so I'm serving more clients.
• 52:53
  Speaker 3: So it's going to be more challenging in that market
• 52:55
  Speaker 3: environment for me to find more time to lead generate
• 52:58
  Speaker 3: every day because I'm signing clients and I'm out there
• 53:00
  Speaker 3: serving them. So I've got to figure out how I
• 53:03
  Speaker 3: can excuse me, I can keep my dollar productive activities
• 53:06
  Speaker 3: up every single day in a market that's trading less.
• 53:10
  Speaker 3: We are on pace for four point twenty four million
• 53:13
  Speaker 3: in twenty twenty six, which is up from last year,
• 53:17
  Speaker 3: but it's still down from the peak. Then we're trading less.
• 53:20
  Speaker 3: That means I'm probably signing fewer clients. Which if I'm
• 53:25
  Speaker 3: signing fewer clients, I have more time to lead generate.
• 53:29
  Speaker 3: So again, we got to make our business is very
• 53:31
  Speaker 3: very simple. If I am serving more clients, I've got
• 53:35
  Speaker 3: to figure out how to serve them and still lead generate.
• 53:38
  Speaker 3: But I'm going to be signing more clients per hour
• 53:41
  Speaker 3: than i'm lead generating. If it's a slower market quote unquote,
• 53:45
  Speaker 3: that's trading less. Well, if I'm not signing enough clients,
• 53:48
  Speaker 3: I've got more time to lead generate, I should be
• 53:51
  Speaker 3: lead generating more. This is where agents expect different results.
• 53:55
  Speaker 3: They expect the same result with not the same activities.
• 53:59
  Speaker 1: Right, And I also think that if you say right,
• 54:03
  Speaker 1: you know all that is true. The other the other
• 54:06
  Speaker 1: portion of it is, you know, change your questions, change
• 54:10
  Speaker 1: your life. Sure, Right, and everyone's emotional when it comes
• 54:14
  Speaker 1: to this, like, you know, there's you know, what's going
• 54:16
  Speaker 1: on with Iran right now, you saw all of a sudden,
• 54:18
  Speaker 1: like you know, oil oil prices went through the roof.
• 54:21
  Speaker 1: Everything's you know, everything's you know, the stock mark was down.
• 54:25
  Speaker 1: And then we we you know, as of the last
• 54:28
  Speaker 1: two days. We we say we have a piece deal
• 54:30
  Speaker 1: coming in, and then all of a sudden the market
• 54:32
  Speaker 1: shoot up and everything's good again, and then's back down, right,
• 54:34
  Speaker 1: But there's all this emotional roller coaster, and again we
• 54:39
  Speaker 1: go back to the beginning of the show. We talk
• 54:40
  Speaker 1: about this noise and separating it, and agents have to
• 54:43
  Speaker 1: do a better job of separating the emotional part too,
• 54:47
  Speaker 1: to find the logic side. And you know, and you know, clients,
• 54:53
  Speaker 1: sellers and buyers they don't they don't have like you know,
• 54:56
  Speaker 1: sellers don't have a pricing problem, right, They they have
• 54:59
  Speaker 1: a emotional problem. Buyers have an emotional problem because they're
• 55:02
  Speaker 1: they're afraid of what's happening. They're afraid that you know, rates,
• 55:07
  Speaker 1: you know, they're afraid that your prices are going to.
• 55:09
  Speaker 2: Fall and they bought too high.
• 55:10
  Speaker 1: Yeah, and so you know, you can start asking and
• 55:13
  Speaker 1: changing their framework of the questions, like some of the
• 55:16
  Speaker 1: notes that we have here. If rates and prices stayed
• 55:18
  Speaker 1: exactly the same where they are for for the next
• 55:20
  Speaker 1: two years, would you.
• 55:21
  Speaker 2: Regret not moving? Sure?
• 55:23
  Speaker 1: Like, you know, what has you wanted to have this conversation?
• 55:26
  Speaker 1: Let's let's find out change the questions to change your life,
• 55:29
  Speaker 1: to change.
• 55:30
  Speaker 3: Their life one hundred percent, and that starts with having
• 55:33
  Speaker 3: more conversations. Yes, that's where agents need to be thinking
• 55:36
  Speaker 3: right now. Again, the eighty percent that it says haven't
• 55:38
  Speaker 3: done a deal this year, I would ask how many
• 55:42
  Speaker 3: conversations are they having? What are they doing every day
• 55:44
  Speaker 3: to get up and have more real estate related conversations?
• 55:47
  Speaker 3: What is you know? The president of United rick costs US?
• 55:51
  Speaker 3: Is this this all the time? Ask? What is your
• 55:53
  Speaker 3: weapons fire rate? And I just think this is a
• 55:55
  Speaker 3: beautiful analogy, like how many advanths are you getting?
• 55:59
  Speaker 2: You know, things.
• 56:02
  Speaker 3: Generally start to fall into place when you get in
• 56:04
  Speaker 3: the mix. When you get in the mix on a
• 56:05
  Speaker 3: regular basis, you tend to learn a lot more, have
• 56:08
  Speaker 3: a lot more opportunity, and you can stumble your way
• 56:11
  Speaker 3: forward to hitting your goals if you're just active enough.
• 56:13
  Speaker 3: So at the end of the day, slow market, fast market,
• 56:18
  Speaker 3: trade a lot, not trade a lot. If you get
• 56:19
  Speaker 3: up every day and you have real estate related conversations,
• 56:22
  Speaker 3: you will be successful. We tend to find reasons to
• 56:26
  Speaker 3: not have enough conversations. And that's the one actionable advice
• 56:30
  Speaker 3: you to take away from every one of our shows
• 56:31
  Speaker 3: is it is simply a question of you your goals
• 56:36
  Speaker 3: and the amount of activity you're doing every day to
• 56:37
  Speaker 3: get there.
• 56:38
  Speaker 1: And look, the agents that are winning right now, they're
• 56:40
  Speaker 1: not smarter than you, no, right, I'd actually definitely probably
• 56:44
  Speaker 1: might be way dumber. Who knows, say the opposite.
• 56:47
  Speaker 2: Right. The main thing is like a lot of them
• 56:49
  Speaker 2: just they're not doing it themselves, right. They are.
• 56:52
  Speaker 1: They're following the show, so hit that subscribe button. Yeah,
• 56:55
  Speaker 1: they're part of our DFW Realator community. Go on that
• 56:58
  Speaker 1: Facebook group. They're coming to our really meetups that we
• 57:00
  Speaker 1: have on the last Thursday of every single month of
• 57:02
  Speaker 1: Mexican Bar Company. Right, they're participating their their networking. That
• 57:08
  Speaker 1: is that is that's the difference, is that they're going
• 57:11
  Speaker 1: and participating their learning and then they're they're utilizing that
• 57:15
  Speaker 1: in their business every single day.
• 57:17
  Speaker 2: Right. And and the.
• 57:19
  Speaker 1: The biggest thing that that I hope that people take
• 57:22
  Speaker 1: away from this is that you know you're you're your
• 57:26
  Speaker 1: one lead generation lever away from busting that dam open.
• 57:31
  Speaker 2: Yep.
• 57:32
  Speaker 1: And once you have that feeling, and once you start
• 57:36
  Speaker 1: having that confidence level in there, you're not going to
• 57:39
  Speaker 1: go back. You're gonna know what it's going to take
• 57:41
  Speaker 1: to build it. You know, Brian's not in the production
• 57:43
  Speaker 1: business side anymore, but I guarantee you if you said,
• 57:45
  Speaker 1: all right, Brian, today tomorrow's day one actually after the Masters,
• 57:50
  Speaker 1: so Monday, right, diet starts Monday, Monday's day one of
• 57:55
  Speaker 1: you full time production. You already know what you're going
• 57:58
  Speaker 1: to do because you've done it before us, and you
• 58:00
  Speaker 1: have confidence that you're going to succeed because you've succeeded
• 58:03
  Speaker 1: in that in this before.
• 58:04
  Speaker 3: And it'll be simple, simple activities, Yes, over and over
• 58:07
  Speaker 3: and over.
• 58:08
  Speaker 2: Yes.
• 58:08
  Speaker 1: So thanks for tuning in to episode seven or eight,
• 58:12
  Speaker 1: whichever one this one is today. You decide, you comment,
• 58:15
  Speaker 1: let us know which one you want this to be.
• 58:17
  Speaker 1: Make sure you subscribe to the YouTube channel. Watch those shorts.
• 58:21
  Speaker 1: The shorts are pretty good. People like to comment on those.
• 58:23
  Speaker 3: I mean, you do get a lot of I don't
• 58:25
  Speaker 3: read them I'm too scared to read our coms.
• 58:27
  Speaker 1: Read it's fun and just comment back. Yeah. So, uh,
• 58:32
  Speaker 1: make sure to go to our Facebook group. Make sure
• 58:34
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• 58:37
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• 58:40
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• 58:44
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• 58:45
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• 58:58
  Speaker 3: Thank you guys for watching another episode. See you next week.
• 59:02
  Speaker 2: GF turn it up.
• 59:06
  Speaker 4: This week in Dum Your real Estate, a weekly podcast
• 59:13
  Speaker 4: prop for agents who actually get paid. Parky Moves listing heat,
• 59:17
  Speaker 4: clothing streets, dem femny age.
• 59:25
  Speaker 2: Let's say