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Tips & Tricks for Approaching Brokerages · The Spiro Podcast: Managing your Real Estate Photography & Videography Business

• 0:00
  Coming up on this episode of The Spiro podcast.
• 0:04
  Your mindset as a business owner
• 0:06
  is the single most thing that you can improve
• 0:08
  that is going to get you where you want to go.
• 0:11
  Let me say that one more time.
• 0:13
  Your mindset and education of that mindset
• 0:17
  is the single most important thing to you.
• 0:21
  Reaching your goals as a business owner.
• 0:37
  Hi and welcome to the Spiro Podcast, managing your real estate, photography
• 0:41
  and videography business.
• 0:43
  Spiro is a, it's a software platform.
• 0:45
  It is designed to really help you manage your day to day real estate media business
• 0:50
  and ultimately help it grow and scale if that's your goal.
• 0:54
  Welcome back.
• 0:55
  We had a week off here in the last week, and, just glad to be back at it.
• 1:00
  My name is Craig Magrum, host of the podcast.
• 1:02
  And each and every week with us,
• 1:04
  of course, Spiro, owner and founder and co-host of the podcast, Todd Kivimaki
• 1:08
  Welcome back, Todd.
• 1:09
  Craig, it is great to be back.
• 1:11
  I am energized, the sun is shining and man, finally ready to go.
• 1:15
  Yes, Ohio was just a in a bit of a mood for a while.
• 1:20
  No joke.
• 1:21
  I you know, I was going to start building a ship out back just in case.
• 1:27
  Yeah, it wouldn't have been a bad idea.
• 1:30
  My backyard. Literally. It is a swamp.
• 1:32
  It holds water horribly.
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  So anyway, lots of rain here.
• 1:36
  But yeah, sunshine today at least.
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  And we're happy for that.
• 1:39
  And, glad to have you guys along.
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  So, Todd, we we had a week off.
• 1:43
  You had some vacation time.
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  I was getting my nerd on at, the Dayton Hamvention, last.
• 1:48
  Oh, the Mecca, oh Craig, of.
• 1:51
  Okay, so.
• 1:52
  Yeah. Fill us in here. What?
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  I, I mean, I, I did not see the signal.
• 1:58
  I was in Florida, and I looked up and maybe it traveled that far.
• 2:01
  Maybe I didn't know to look for it, but what what conspired?
• 2:05
  What can just a lot of nerdiness, a bunch of amateur radio operators
• 2:09
  from all over the world.
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  Probably 30,000 plus people there, in Xenia,
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  Ohio, used to be in Dayton, but, yeah, just lots of fun nerd stuff.
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  It's my yearly Mecca.
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  they've exiled you to Xenia.
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  See you there. All right.
• 2:25
  Well, it used to be.
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  It used to be held in the Hera Arena in Dayton, Ohio.
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  Actually, yes, it was Trotwood, but that place was literally falling apart.
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  Got hit by a tornado at least twice, I think.
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  And it just they literally demolished.
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  It's just a big empty lot now.
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  So they had to find a new place for it.
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  It's now the county fairgrounds, you know, in Xenia, Ohio.
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  Nice. nice.
• 2:51
  Real quick.
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  Those of you on listening can't see this, but here was my my my large purchase.
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  You know that where you go, you might see that. Oh.
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  Do you have any idea what that is? Todd?
• 3:02
  That is a
• 3:05
  oh, it's Morse code.
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  It is.
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  Oh, my goodness, that is called, though those are called iambic paddles.
• 3:12
  It's a double paddle key for.
• 3:14
  Yeah, for Morse code.
• 3:15
  Wow. The new version is kind of like the new Samsung or the new iPhone.
• 3:19
  That's the new I wouldn't call those new.
• 3:23
  That's those aren’t new.
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  I mean, it's new to me.
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  It's a new unit.
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  But yeah.
• 3:28
  Anyway, okay, let's get back to it.
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  That was my nerd.
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  My nerd moment for the day.
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  Thank you for indulging.
• 3:34
  If any of you are amateur radio operators,
• 3:35
  I would love to work you on the air someday.
• 3:38
  Yeah, okay.
• 3:39
  We had we had a couple people.
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  Last time you announced that they met, we did. So.
• 3:43
  Yeah. We did. Yeah.
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  Emails your bat signal and Craig will get a hold of you.
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  I will send me your callsign.
• 3:51
  Well, well.
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  That's good. I'm sorry. Your call sign.
• 3:55
  Here's the lingo.
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  We'll get a Q, so. Okay.
• 4:01
  Those of you listening blank like blank look on his face.
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  Wow. Okay. You know you know you do.
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  Well, let's get into the podcast
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  I got to get this this trail of this train back on the rails.
• 4:12
  Nobody's listening right now.
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  Okay, let's bring them back
• 4:15
  Okay, so our topic this week, actually a listener generated
• 4:19
  question and, something we've talked about and it's been quite a while.
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  So I'm excited to answer this.
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  sent in a question about how to approach
• 4:29
  brokerages and, gain some traction.
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  So the great topic,
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  And we're looking forward to, to answering that.
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  But before we do, Todd, let's dive into we just had a major,
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  major new, release and drop for Spiro.
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  Tell us a little bit about that. And then also what's coming up.
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  Yeah, we sure did. So some things.
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  So you all should have received an email from me with those updates.
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  Just want to give you the highlights so that,
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  you know, when I'm putting this in your brain.
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  So more or less you can let your clients know
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  these are great things to pack into your newsletter coming up.
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  Y'all ask us a lot of time.
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  Like, hey, do you consistently do a newsletter?
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  Yes we do.
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  We have for many years and we see value in doing that.
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  So the first big thing is you all have received
• 5:14
  a beautiful refresh to the marketing content.
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  It's a complete revamp.
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  The old is gone and the new is in and it has
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  all of the goodies that you want and have asked for.
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  So the biggest one is video reels.
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  That is in there, that is included.
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  There's four nice templates for us to begin with.
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  It's in there, and your clients can take the beautiful listing photos
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  that you've created and turn those into an MP4 reel
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  to have a sizzle and capture attention online.
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  The biggest thing and let your clients know this is that
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  the algorithm wants video.
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  So if they post video to a social channel just naturally
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  and organically, that post is going to get more views.
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  Because social knows that viewers interact with video more.
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  Thus it shows and to them more so that they in
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  turn can make more money off of them. But it works.
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  So if you tell your clients
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  that sell the value, give them, become the expert.
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  That's a way to insert yourself to be more sticky with your clients.
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  Now, the second thing that your clients receive as well.
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  And this is agent facing our property analytics pages.
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  So we've created a beautiful page to show the number of views for photos,
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  referral links, number of clicks
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  on the property websites and that is available live in your system.
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  Also, your agents.
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  Or you can create a reoccurring weekly email that goes out to the homeowners
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  that tells them and gives them the report, shows them the updates.
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  So those are cool.
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  Yeah, those are two great agent cells.
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  It's a great time to put it out to your agents to show how you bring more value,
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  and how they can benefit their clients
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  from the content inside of your system.
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  That's excellent, because anything an agent can do
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  to make differentiate themselves from another realtor,
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  maybe they're in a competitive situation that's that goes to build their business
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  and their brand.
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  So this is a great tool
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  for you to also differentiate yourself from other photographers
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  that maybe aren't positioning themselves as marketing consultants.
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  You are.
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  It's all about helping them build their brand.
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  Yeah.
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  And Craig, one important thing you said there is that
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  it's a way that you,
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  the way that you market them the content.
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  So it's a little bit different.
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  The fact you might say, well,
• 7:42
  competitors around me, they use Spiro and they have the same thing.
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  And I hear this from, from many of you and like, hey, my, I used to have
• 7:49
  I started using Spiro three years ago and it was different for me.
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  And now my competitors have it.
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  Well, the thing is, is do your competitors actually market it?
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  Do they tell what's the communication?
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  We're going to talk about communicating to a broker.
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  And we all can try to do it.
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  Why are we successful?
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  Wow. And why have we done it for 20 years?
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  What's because we know how to communicate it.
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  We're consistent with it.
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  So we're going to help you with those things.
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  But the big thing is, is don't say, hey, I'm
• 8:17
  I'm not going to send out the newsletter because all my competitors use it.
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  No, that is even more of a reason.
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  You just market it better, right?
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  And let your agents knowing you be the source of the knowledge.
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  And that keeps your client sticky to you.
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  Yeah, yeah.
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  If you can provide education to your clients on how
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  to get the most out of the delivery system that you're giving them,
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  that's just going to
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  cement you in their brains is a real value.
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  Add an asset to their team,
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  and that's the way you want them to see you as part of their team.
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  Not a contractor, not a photographer.
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  You are part of their marketing team
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  and helping them build their individual real estate business.
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  That's that's the approach I try and take.
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  And and it's it's paid off, you know.
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  So anyway, yeah good stuff.
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  Great updates to those. Those are super exciting. Yeah.
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  Go ahead.
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  One more I wanted to mention just on a very quickly because it's, it's
• 9:13
  and there was more updates.
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  There was nine of them that went out in the email.
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  The other one that many of you asked for is, hey,
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  can you notify my editors when the files are uploaded?
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  Not when I complete the job in the portal.
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  And you now have that option.
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  So just want to mention it because I
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  many of you wanted that and we want to give it to you.
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  And it's in there.
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  Perfect.
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  Sounds good. All right. Huge release.
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  We were really excited to let this one out into the, into the wild here.
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  What's what's, what's coming up?
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  For the next, the next release. Todd.
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  Yeah, so we
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  have some exciting things coming up for the next release.
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  We have well, I guess you asked.
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  I was I was just going to give a so some things with release.
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  I mean, we're we're about 6 to 8 weeks away from the next release,
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  but I'll give you a little bit. You guys are all great, too.
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  So let me give you a little insight as to what we're doing.
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  We are working on first off, a new property website.
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  It's designed, it's done.
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  We are coding it in the background.
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  So it's a beautiful design.
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  It's going to give you some new functionality on the property website.
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  Not going to tell you what that is yet but some new functionality on there.
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  Again I'm trying to beef up your newsletter.
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  I'm trying to beef up your features and benefits that you give to agents.
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  These are all things,
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  and every age is looking for something a little bit different.
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  A lot of them have property websites, but for those that don't,
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  they're going to love this new design.
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  So that's what we're always thinking about with updates.
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  I'll give you one more, Craig, and then we'll,
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  we'll save the rest for a future update.
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  But and this is a biggie and we're excited about it.
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  And many of you have asked for it,
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  but we're going to give you those admin options on the order page.
• 10:52
  And you've asked for so many of you say, hey, when I place an order,
• 10:55
  I just want to override the price on the order page.
• 10:59
  I just want to override the date and time on the order page.
• 11:04
  You can do that now. It's a two step process.
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  I know I value your guys's time.
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  I know how important it is to really focus on your time.
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  This will minimize the time needed to do a couple
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  different actions will compile compiled on the one.
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  So those admin overrides for the order page.
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  Those will be coming as well. Okay, perfect.
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  Good stuff.
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  And just a little bit of a teaser.
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  Keep you coming back, right?
• 11:28
  Yeah. A twist in my arm, Craig.
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  There you go. There you go.
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  All righty.
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  Well, thank you for those updates.
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  Todd. Exciting stuff.
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  And, we're just going to dive into this week's topic,
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  approaching brokerages, which can always be a challenge,
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  especially if you're somewhat introverted or you're just nervous about getting out
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  there and showing up at, the front desk of a brokerage office or or whatever.
• 11:53
  But, wrote in, and Todd, you want you want to introduce this one,
• 11:58
  So asked me, on on Facebook, he said,
• 12:04
  wherever the market slows down, I wonder how you reach out to brokerages.
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  I tried reaching out a few and the response is not great.
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  I'm working hard on my content to make sure
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  my content stands out, and I also get many referrals.
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  So he wanted to know a as to the approach
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  he can take to get to the broker deals.
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  Now we talk about broker deals a lot.
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  In fact, when we launched this podcast years ago, the first thing we talked about
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  and I probably it's probably the the number one talk that I do
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  and it's it's actually maybe a little bit deceiving that I talk about it so much.
• 12:43
  And I want to explain that because it's, it's not that
• 12:46
  it's not possible, but it's the big it's the whale.
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  Okay.
• 12:50
  So I've been I've been listening a lot to Alex Hormozi lately.
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  And he talks.
• 12:54
  He has this Minoan whale and he uses this this terminology.
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  And any time you try to get a whale, it's just going to take time.
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  Looking back over the course of Wow,
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  some of the broker deals that we have took years,
• 13:14
  years and years to get.
• 13:17
  Okay.
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  And we have a strategic way that we work broker deals.
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  And I'm happy to share that with you today.
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  But I wanted to make sure that I communicate to you that this is not
• 13:26
  something that you're going to time block for a month, and you're going to get one.
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  Now. It can happen, and it does happen.
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  There's a couple that fell into my lap.
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  There's a couple that I signed because I signed a competitor,
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  and I leveraged the competitor off of the first broker deal.
• 13:46
  So we'll go into all of that.
• 13:48
  But I at least want you to understand
• 13:50
  that if you're saying, hey, Todd, I've been trying this for 90 days.
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  I've been trying this for 365 days.
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  That's okay. That's this.
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  This is a slow burn, and it's a big payoff.
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  I think our longest is actually four years, Craig.
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  Literally four years with a company.
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  And it took a lot of time and it was a very big deal.
• 14:12
  So I just wanted to start there to give you guys a perspective.
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  I'm always trying to
• 14:16
  give you guys that perspective, because I think there's so much pressure
• 14:19
  out there in the world
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  and if you look at us with Wow, you might go, how do you do 13,000 a year?
• 14:25
  Well, I did 13 a thousand a year because it's been 21 years.
• 14:29
  And honestly, I'm
• 14:30
  a little bit of an underachiever because it took me 21 years to get to 13.
• 14:33
  Why am I not doing 30,000?
• 14:35
  Okay, so it's all perspective.
• 14:37
  You know, Craig, we had Simon on a few weeks ago and he
• 14:41
  he gave a book titled The Gap.
• 14:43
  And the gain, I believe, is what it's called.
• 14:46
  And so I download I was like, that's very interesting.
• 14:49
  And the author goes to talk about the idea of, do you live in the gap
• 14:52
  or do you live in the gain?
• 14:54
  And without going into the whole book and I just got through
• 14:57
  like two thirds of the book, but the idea is
• 15:00
  living in the gap is you saying, I don't have a broker deal.
• 15:04
  Okay, so where you're at today versus where you want
• 15:07
  to go, that portion is the gap.
• 15:10
  The thing that you're forgetting what our brains do
• 15:13
  is the portion below that where you started versus where you are
• 15:19
  today, that is what the author refers to as what you have gained.
• 15:23
  You have gained that,
• 15:25
  and you've all gained something.
• 15:27
  Okay.
• 15:28
  But what our brains don't like to do is
• 15:31
  our brains don't like to wait, and our brains don't like to remember that
• 15:34
  we want instant gratification and we always want to move the goalpost.
• 15:38
  That's super unhealthy to do.
• 15:40
  I since reading this book,
• 15:42
  I have been trying to apply that in every part of my life.
• 15:45
  Any time I'm unhappy, I go, Todd, why are you unhappy?
• 15:50
  What is so bad about your life so well?
• 15:56
  and it for me, you know, like, okay, let me use an example.
• 16:00
  Outside the industry, I'm a dad. Craig.
• 16:02
  You're a dad, I coached basketball. You guys know this?
• 16:04
  I spend a lot of time coaching basketball.
• 16:07
  I'm at the very end of AAU season, which the season begins
• 16:10
  with middle school basketball.
• 16:12
  I coach middle school basketball.
• 16:14
  And then it goes into middle schools, you know,
• 16:16
  practices trials the season all along.
• 16:20
  The same time I'm coaching youth basketball, two more teams.
• 16:23
  So I have I arrange the league. I do all that coaching.
• 16:26
  And then I go into once middle school is done, I have you season.
• 16:29
  That all goes a little bit longer
• 16:31
  and then once I'm out of youth season, I do school tournament teams
• 16:35
  and then once I'm out of school tournament teams, I do AAU basketball.
• 16:39
  So I'm at the very end of basketball
• 16:42
  and quite frankly, I'm ready to be done with basketball.
• 16:45
  But I'm going, wait a minute, Todd, why do you have this thinking?
• 16:49
  Okay, my oldest is 12, almost 13.
• 16:53
  And Craig, we're starting to see that transition to a teenager.
• 16:58
  You know what I'm talking about.
• 16:59
  Or it's like, wait a minute, this is my shot, little.
• 17:01
  Yeah. I'll be in prayer for you. Yes.
• 17:04
  Thank you, Craig. Thank you.
• 17:08
  So. Yes, it's.
• 17:10
  And that's what we're saying.
• 17:11
  I have the sweetest 12 year old right now.
• 17:13
  And he is eloquent and speaking and he's caring.
• 17:16
  But there are some things it says where it's like.
• 17:19
  Like I think his mom's gonna reach across and just slapping
• 17:21
  things and, I'm like, just do it.
• 17:24
  Just go like it would really shocking.
• 17:26
  But there's some.
• 17:27
  But my point is like, there's some things. It's like,
• 17:29
  wait a minute, that wasn't a sweet little five year old we used to have.
• 17:32
  And overall he's a great kid.
• 17:34
  I loving the mom, all my kids.
• 17:35
  But my point is, is I am.
• 17:38
  There's going to be a point in my life where I would die to go back to
• 17:44
  getting our butt kicked, getting our butts kicked at AAU
• 17:47
  basketball in May of 2025.
• 17:52
  so when we're going through that and I'm frustrated
• 17:55
  and he's frustrated and we're growing and we're losing basketball games,
• 17:59
  I don't like to lose y'all.
• 18:00
  I'm a pretty competitive person.
• 18:02
  Now I go, what?
• 18:04
  Yeah, me Craig right. Oh.
• 18:09
  I am saying to myself, Todd, why are you living in the gap,
• 18:12
  the gap of winning these games, the gap of being done.
• 18:14
  The gap of having free time?
• 18:16
  No, you don't want that living the gain.
• 18:18
  Look at how far he's gotten with basketball.
• 18:20
  Look at how far I've gotten with coaching.
• 18:22
  I used to be a terrible coach.
• 18:23
  When you start, you can't just, like, try to figure some things out.
• 18:27
  So I am trying to live in the game in every uncomfortable portion
• 18:32
  that I exist in and just real quickly here.
• 18:35
  And then we're going to get to the podcast.
• 18:36
  But I think this is so important because your mindset as a business owner
• 18:39
  is the single most thing that you can improve
• 18:42
  that is going to get you where you want to go.
• 18:45
  Let me say that one more time.
• 18:46
  Your mindset and education of that mindset
• 18:51
  is the single most important thing to you.
• 18:54
  Reaching your goals as a business owner.
• 19:00
  And if you can begin to live in the gain and not the gap,
• 19:03
  that's going to put you in a spot where you need to go.
• 19:07
  Craig I'm in James right now and this will take give me 30s you all.
• 19:10
  But in James he talks about suffering
• 19:14
  and finding joy through suffering.
• 19:17
  And I'm like, James, you are one crazy man.
• 19:20
  Like, let me sit here in pain.
• 19:22
  But it's so true.
• 19:24
  And the people that he wrote to in that day, they were suffering
• 19:27
  and nothing like what I feel like
• 19:29
  I'm suffering now in 2025, in America.
• 19:33
  But there is joy, and joy produces perseverance
• 19:37
  that then turns into knowledge and us understanding.
• 19:41
  And I think that is so true.
• 19:43
  And if you're not spiritual, if you don't believe in God, there is many.
• 19:48
  This is true no matter what you think that through pain
• 19:53
  you are going to learn.
• 19:55
  Okay, I believe Les Brown said.
• 19:57
  If in life, if you do what is easy,
• 20:00
  life will be hard.
• 20:04
  And then he said, alternatively,
• 20:07
  if you do what is hard in life, it becomes easy.
• 20:11
  Life becomes easy.
• 20:14
  So I just want to leave you with those thoughts.
• 20:16
  If what you're doing is hard right now, you are growing, you are learning,
• 20:20
  and you are paving the way for life to become easy.
• 20:26
  Can I add one thing to that, please?
• 20:30
  The mindset thing is just what has been sticking out to me.
• 20:33
  And I think back to that book that you mentioned a long time ago
• 20:37
  on on the podcast.
• 20:40
  Soundtracks by yes.
• 20:42
  John Acuff. Yes.
• 20:45
  So what I've discovered,
• 20:47
  I mean, I've rediscovered this every time it happens is I can get in a,
• 20:52
  in a bad pattern of thinking where I'm just, I'm down on myself.
• 20:56
  I, I lose motivation, or I'm dealing with anxiety, things like that.
• 21:02
  And you get this, this cat.
• 21:05
  What vicious cycle of thinking.
• 21:07
  I don't want to say catch 22, but, it's just keeps spiraling.
• 21:11
  And when it spirals, it's usually when you're by yourself.
• 21:15
  So now, not only is the mindset important, but whether you are isolated
• 21:20
  or in a group that can surround you, that can help break that cycle
• 21:26
  and speak something different into your mindset,
• 21:28
  I think that's as important, as critically important
• 21:32
  as just realizing that you need to change your mindset.
• 21:36
  You've got to have a positive community of people around you that will challenge
• 21:41
  that cycle of thinking that you're stuck in and that that's that.
• 21:45
  I mean, that's what I deal with, is I can get in a bad cycle of thinking,
• 21:49
  but I find like, say, say I'm having trouble with sales or I've lost
• 21:53
  motivation to get out in an approachable, which is what Ramadi is, is.
• 21:58
  Yeah.
• 21:59
  Talking about I find like if I check in with Chris, our sales manager,
• 22:05
  it will help snap me out of that, because he will bring a perspective
• 22:08
  that I'm not thinking about and not having my thoughts spiral, spiral or out.
• 22:14
  So having Chris and Steve, who not only are my supervisors,
• 22:18
  my managers, but also friends because
• 22:21
  they just have a good way of dealing with me,
• 22:23
  as is an employee of Wow, where we can laugh about some stuff.
• 22:27
  And yes, there's there's goals and challenges and and accountability,
• 22:31
  but they're friends as well that I trust them
• 22:34
  to speak good things into my life, to keep me motivated.
• 22:37
  Get me out of that cycle of thinking, because I'm I'm up here in in bowling
• 22:40
  Green, Ohio, working out of my home office, you know, managing my territory.
• 22:44
  Yeah.
• 22:45
  Chris is down in Columbus, you know, our home offices in Lima.
• 22:48
  Steve is down there in Lima.
• 22:49
  So I don't get to interact face to face with these guys.
• 22:53
  And that can be isolating.
• 22:54
  And you might as an owner, a lot of times I think owners can be isolated
• 22:58
  because for sure there's it's lonely at the top sometimes.
• 23:03
  So if you can make a concerted effort to find a community of people,
• 23:06
  and hopefully this podcast can be part of that for you to help you get out of that.
• 23:11
  That vicious cycle of of thinking that maybe is holding
• 23:15
  you back from what your goals are in your business.
• 23:18
  I think you'll find a lot of value in that.
• 23:20
  But you got to be purposeful in finding those people that will speak
• 23:23
  life into your life.
• 23:26
  Craig, thank you for sharing.
• 23:27
  That couldn't be any more true.
• 23:29
  And, that put that as your top priority
• 23:32
  if you're struggling with that right now, if you don't have that, please put that.
• 23:36
  Also, another thing is,
• 23:37
  if you have some people in your life that sends you down the wrong path,
• 23:40
  you need to get them out of your life, get them out today.
• 23:43
  You just need to. Yeah,
• 23:46
  yeah.
• 23:46
  You got you got to set boundaries and choose who's
• 23:49
  going to add value to your life and who's who's going to drain it.
• 23:52
  Yeah. So it's thanks for sharing Craig.
• 23:54
  Yeah yeah for sure.
• 23:56
  Yeah.
• 23:57
  All right.
• 23:58
  So.
• 23:59
  Craig going out for brokerages.
• 24:01
  Yeah yeah brokerages.
• 24:02
  So question and many of your questions as well. So
• 24:09
  Let me just take you through a timeline of how
• 24:11
  I signed some of the brokerage deals that we have.
• 24:14
  Now, I got out of college, and I basically created
• 24:17
  this idea of a brokerage deal because I wanted a guaranteed income.
• 24:21
  And the way that I did it 20 years
• 24:24
  ago is not the way that we do it today. So.
• 24:28
  But the I, the idea and the thinking is the same. So I
• 24:33
  had been
• 24:34
  photography, I had been shooting photography, I did.
• 24:39
  My my English is not English today.
• 24:42
  I have been shooting I've been shooting
• 24:45
  for a client, my hometown. Yeah.
• 24:48
  Thank you.
• 24:48
  Just it's a bumper sticker photographing.
• 24:54
  I might have to make a bumper sticker. Yes.
• 24:58
  Hey. We're just.
• 24:59
  If we can't find the right term, we're going to make up our own.
• 25:01
  Darn it.
• 25:02
  And you're going.
• 25:03
  Hey, we have vidtographers, right?
• 25:05
  Yeah. Vidtographers.
• 25:07
  Yeah, yeah, that's what we do in Ohio.
• 25:09
  We just make up terms.
• 25:10
  Ohio
• 25:14
  anyway.
• 25:16
  Okay, so I have been working with the same client for a couple of years,
• 25:20
  and a lot of the agents used me and I had built relationships with them.
• 25:24
  They knew me.
• 25:26
  I knew them, I was familiar with the broker.
• 25:29
  Okay.
• 25:29
  So she was she knew me because I was using so many of so many of their agents
• 25:33
  were using me to do videos that just naturally, I got to know her.
• 25:38
  And then, so first thing is, I built a relationship with them,
• 25:43
  and I was I had their top agents.
• 25:45
  So the keys to getting to a broker dealer going to be building a relationship.
• 25:50
  But honestly, building a relationship
• 25:52
  with the top or the most influential agents,
• 25:57
  and those are typically the same, but they're not always the same people.
• 26:02
  Right?
• 26:04
  There's been some times where we've walked into a meeting
• 26:07
  and we've had the top agent at the company,
• 26:10
  and the top agent gives us an endorsement
• 26:13
  and nobody really turns a head.
• 26:16
  And then you have the most influential agent who's not the top agent.
• 26:21
  Say something.
• 26:22
  Everybody goes, oh, wait a minute, they're using you.
• 26:24
  Okay, so that's the thing.
• 26:26
  You have to make sure you know who holds the voice in the office.
• 26:29
  The way that you do this is if you honestly just go to one office
• 26:33
  meeting, you can get an idea of who is the most vocal.
• 26:37
  Okay.
• 26:37
  So in that environment, they're typically the people that speak the most,
• 26:41
  you know, give the most suggestions, criticism and, you know,
• 26:45
  whatever it may be, but they're the most vocal in the office meeting.
• 26:50
  So at for my first brokerage deal,
• 26:52
  I had these people, you know, I had the most influential in the largest.
• 26:57
  And I began to build a relationship with the broker.
• 26:59
  So at that point, when I asked for a meeting with the broker, I received it.
• 27:05
  Okay.
• 27:06
  And now I think that's the that's the hill, right?
• 27:09
  Craig, to get over is a lot of us are saying, hey, how do I get to the broker?
• 27:14
  Okay, so that one just took time and it's going to take time.
• 27:17
  So if you don't have the most influential or the largest, go get those,
• 27:21
  find out who they are, give them an offer so good they can't say no to that.
• 27:25
  You begin working with them and then they will get you to the broker.
• 27:31
  If you say, hey, how?
• 27:32
  How are you going to get how are they going to get me the broker?
• 27:34
  Just ask them if it's all right. Craig.
• 27:37
  I mean, I've been direct.
• 27:39
  I think back so many times
• 27:42
  over the past 20 years where I didn't ask anybody
• 27:45
  because I was afraid to get my feelings hurt.
• 27:48
  So, Craig, you and I, we don't like to get our feeling
• 27:51
  we're both the same in that way.
• 27:52
  Like we each of us don't like. I don't like my feelings hurt.
• 27:55
  You don't like your feelings hurt like I'd be like, oh, man.
• 27:57
  Like I'd be a sad puppy when I got rejected.
• 28:00
  Yeah, I think though, the older I've gotten,
• 28:04
  the more the less I've been afraid to get the no.
• 28:07
  Because I finally found something I enjoy doing.
• 28:11
  I know the value in it, whether somebody sees the value or not.
• 28:15
  And so yeah, I might get a no and that might be a good thing, you know,
• 28:19
  it might be a problem
• 28:20
  or challenging client that would take a lot of your time and energy.
• 28:25
  So you just you love what you do, you know the value of what you're offering.
• 28:30
  And you just be confident in that.
• 28:33
  There was something I was going to say, Todd
• 28:34
  and now I just totally blanked out, but it was piggybacking on something
• 28:38
  you had just said. It'll come back to me.
• 28:41
  One thing that you said that sometimes
• 28:43
  you have to get through the no’s to get to the yeses.
• 28:46
  Yeah, I know that's a very cliche sales term, but let me break that down slightly.
• 28:51
  If there is a gap between you and you getting that you now and you
• 28:55
  getting the sale, getting the brokered deal, you have to know what that gap is.
• 29:01
  And if you don't get a no and don't ask then how you could have
• 29:06
  earned the business, what you could do differently, what might work for them.
• 29:10
  You have to ask questions.
• 29:11
  I was on a coaching call, yesterday.
• 29:14
  And an individual. I know him well.
• 29:16
  He wouldn't mind that we mentioned him on the podcast, but Todd McKissick,
• 29:20
  he said, hey, the more I listen to you and you and Eli
• 29:23
  realize that you guys ask a lot of questions
• 29:26
  and I'm going to start doing that.
• 29:28
  I'm going to build that into everything I do.
• 29:31
  And I did not do that for many years because I had an
• 29:34
  ego and I believed I had all the answers.
• 29:38
  It was a very stupid thing that really restricted us
• 29:42
  growing is that I thought I had all the answers,
• 29:45
  and then I became the source for getting the answers.
• 29:47
  And then nobody wanted to do anything because they needed Todd's answer.
• 29:52
  And I did not empower them to come up with their own answer.
• 29:55
  I became the bottleneck.
• 29:57
  Okay.
• 29:59
  And if you find that you are the bottleneck or you're the source
• 30:02
  of information, your company's only going to grow so big
• 30:06
  before you get out of your own way and you empower others.
• 30:11
  So the idea of asking questions with the brokers,
• 30:14
  if you get with the broker or say, say you ask that influential question
• 30:18
  and that influential agent, excuse me for a meeting
• 30:22
  with the broker and say they say no.
• 30:25
  Okay, so this is a learning opportunity.
• 30:27
  I would say, hey, Mr. and Mrs.
• 30:30
  Influential Agent, could you let me know what it would do to
• 30:33
  what I could do to earn your trust that you refer me to the broker
• 30:37
  I have an idea that I think can benefit you and them,
• 30:40
  and I just want to know how I can earn your trust for that referral.
• 30:43
  I don't take that referral lightly.
• 30:47
  What could I do to earn your trust?
• 30:49
  Yeah,
• 30:50
  I the thing I forgot that I just came back.
• 30:53
  It's it's a very simple concept.
• 30:55
  It's from scripture, but it's universally applicable.
• 31:00
  You have not because you ask that,
• 31:05
  That's simple.
• 31:06
  Yeah.
• 31:07
  You don't ask. You're you're never going to get it.
• 31:09
  And yeah, you might get the no, but you might get the yes.
• 31:14
  And asking the questions, you know.
• 31:17
  Yeah.
• 31:18
  How can I earn your trust or what.
• 31:21
  You know, Mr.
• 31:22
  or Mrs.. Agent, let me ask you this.
• 31:25
  What is your brokerage's goal in marketing?
• 31:29
  You know what? What is it? What's the money?
• 31:31
  What's something that you've been looking for in a vendor to help you with this,
• 31:35
  that you have not found yet,
• 31:37
  and maybe you don't offer whatever it is that they give you the answer to,
• 31:41
  but that will spur an idea for you to then develop that idea or develop
• 31:46
  that solution that you can then come back and say, hey,
• 31:50
  I you know, I've listened to what you had to say about what your goal is,
• 31:53
  and I've done some brainstorming
• 31:55
  and I think I have some, some ideas that I'd like to run past.
• 31:59
  You run it past that realtor
• 32:02
  and say, just, you know, is this something that might be of value?
• 32:05
  Is this something we can talk to the broker about?
• 32:09
  Ask the
• 32:09
  question, get get what it is that they're looking for
• 32:13
  that maybe you don't currently provide, but something that you could do.
• 32:17
  Yeah.
• 32:18
  That's such a great insight.
• 32:20
  That's such great insight
• 32:22
  there, Craig, as to how to get there and just ask the question.
• 32:25
  Yeah.
• 32:25
  You know, I think one of the things in sales
• 32:29
  and I screwed up on this as many times I would go into these presentations
• 32:33
  and you're always a little nervous, right?
• 32:35
  You know, you're always a little nervous.
• 32:37
  I still I meet with one of our clients at Wow to just one,
• 32:41
  and it's our largest client.
• 32:43
  And it's a relationship that I've had for over a decade.
• 32:46
  So I'm still the key person on this account,
• 32:49
  and I it's one meeting a year, but every time I go in and meet with him,
• 32:53
  I'm a bit nervous to I actually know him really well.
• 32:57
  Like I have a friend relationship with him.
• 33:00
  Like it's a friendly environment, but I'm nervous when I go in there.
• 33:03
  Todd, can I ask why? Why are you nervous?
• 33:06
  If you have the friend relationship
• 33:07
  and you've had that long of a relationship, what?
• 33:10
  What makes you nervous? If you don't mind sharing?
• 33:11
  He's a very intelligent individual
• 33:15
  and I use this saying that a coach gave to me is
• 33:19
  even when the Lions out to play,
• 33:21
  the lion can always bite your head off.
• 33:26
  Yeah, I suppose that's true.
• 33:28
  So I, you know, I, I go in prepared because I respect him
• 33:33
  and I know that I'm going to look stupid if I don't go in prepared.
• 33:37
  So so going it you're going in not taking that friendship for granted.
• 33:42
  Yes. Is what's sticking out to me on that.
• 33:45
  Yeah. Okay. Yeah.
• 33:46
  Because I respect him, I respect his time, I respect what
• 33:50
  he's done for us for the last 11 years.
• 33:53
  And honestly Craig, he comes in in the same way.
• 33:55
  Now he's not he's not nervous for it.
• 33:58
  But he respects the relationship.
• 34:00
  He referred us to a huge client about a year ago for a few months.
• 34:05
  I would have never had this in my Rolodex,
• 34:08
  and this is a person that he is very familiar with.
• 34:12
  It's another very large broker in this in this company.
• 34:16
  And I had earned that.
• 34:18
  And I began to see the fruits of that harvest.
• 34:23
  You know, that's we're not on know
• 34:24
  about referrals today, but that is a way you're going to get to to the broker.
• 34:27
  But at some point when you plant your seed and you nurture it, the crop grows.
• 34:33
  If you don't harvest the crop, the crop is going to die.
• 34:39
  Okay.
• 34:39
  So let me bring that into the terms of this relationship.
• 34:43
  Now, the relationship won't die if I don't ask
• 34:46
  for a referral, but the thing is, is I am leaving.
• 34:50
  I am wasting crop, if you will.
• 34:52
  If I don't ask for the referral
• 34:55
  again, the worst you could say is no.
• 34:59
  So I think you have to ask.
• 35:02
  I think you have to get into the habit of feeling that rejection.
• 35:05
  It becomes easier.
• 35:07
  Trust me, if Craig and I can do it, you can do it.
• 35:10
  I'm the person that would dial the phone number and I would hang it up ten times.
• 35:15
  I'd pace my office.
• 35:18
  I would go through what I was going to say.
• 35:20
  I dial the number, hang it up again.
• 35:24
  So you can do it.
• 35:25
  That's the biggest thing.
• 35:27
  Okay, Craig.
• 35:27
  So to get back to let's break down some of this question from
• 35:31
  he says in his question.
• 35:36
  can you give me an approach
• 35:39
  or what are some approaches I can take to enter into a brokerage?
• 35:42
  So what are some things that that you do, Craig, to get into those relationships?
• 35:48
  Well, I mean, it's all based off what you already mentioned about having,
• 35:51
  you know, as a client, the most influential or a top agent
• 35:55
  at that brokerage and having a good relationship with them.
• 36:01
  Every brokerage will have a weekly or at the very least,
• 36:04
  a monthly meeting of some sort, where off most times they have a vendor
• 36:08
  come in and give a presentation, and I ask that top agent
• 36:12
  or influential agent if there was a way to come
• 36:16
  and be a presenter at one of their meetings,
• 36:17
  and if they're a fan of what it is that you're doing for them, that they'll
• 36:22
  99% of the time they'll say yes.
• 36:26
  So when you're able to then make that presentation, maybe you
• 36:29
  you still haven't talked to the broker,
• 36:31
  but you're a you're able to come in and make that presentation.
• 36:35
  You start to show up on the radar.
• 36:36
  It might again, it's just going to take time to build.
• 36:40
  What's what's the word I'm looking for?
• 36:42
  Rapport.
• 36:43
  Rapport? Familiar?
• 36:45
  I can never say that word.
• 36:47
  They're getting.
• 36:48
  Just make one up.
• 36:49
  That's what we're going. Familiarity
• 36:55
  And I think I used to be in broadcast radio.
• 36:59
  Yeah.
• 37:00
  Just getting people familiar with you and leadership familiar with you,
• 37:04
  where you can start to show your value.
• 37:05
  And what separates you, what distinguishes you from other people in the same space?
• 37:11
  People buy from people they know.
• 37:13
  So there's the, the rapport part.
• 37:16
  They, they know they like you got to be personable.
• 37:20
  I a lot of times, Todd, when I, when I give a presentation,
• 37:24
  I don't start with information about the company.
• 37:27
  I start information about myself and my family
• 37:30
  because my family is really important to me.
• 37:32
  So I've got a picture of myself, my wife and my two boys.
• 37:35
  And you know how long I've been married?
• 37:37
  How old my kids are.
• 37:39
  That makes me human right off the bat.
• 37:41
  Okay, we're humans first.
• 37:44
  We all have, you know, families or loved ones or interests or hobbies.
• 37:48
  Things that make us who we are. Right?
• 37:51
  And and I list some of my hobbies and I my background being radio.
• 37:56
  I crack a joke about, hey, you know, if my voice cracks
• 38:00
  or I get a little nervous, it's because I spent 20 years working in radio,
• 38:04
  talking into a microphone in an empty room to a blank wall.
• 38:07
  So if you don't mind, I'm just going to turn around this way and that's that.
• 38:12
  That usually, you know, so just breaking the ice.
• 38:15
  I'm not a naturally funny person.
• 38:17
  I'm really not.
• 38:19
  That's a good one, Craig. But.
• 38:21
  Well, it's it's me.
• 38:22
  You know, my background is my radio.
• 38:25
  So I'm
• 38:26
  trying to get them familiar with me and that.
• 38:29
  Okay, I'm not a threat.
• 38:30
  I'm not a slimy salesperson just here, you know, to try and sell you.
• 38:34
  But I love what I do.
• 38:36
  So rapport building, being you don't try and put on an air
• 38:40
  that's not authentic to who you are.
• 38:44
  So presentations asking that influential or top agent
• 38:48
  that is currently your client, if there's an opportunity to come present,
• 38:53
  that builds rapport, that gets you familiar with the broker.
• 38:57
  So there's one way,
• 38:58
  So approach number two, a lot of times brokerages will have special events
• 39:02
  that they, they do throughout the year, and they're looking for sponsors.
• 39:07
  Now, I being a fiscally conservative person,
• 39:11
  other than when it comes to ham radio, which I seem to have an issue with,
• 39:15
  Sounds like a confession, I don't like to spend money.
• 39:19
  All right.
• 39:19
  But I learned when I got into this business,
• 39:21
  you have to spend money to make money, right?
• 39:24
  Yeah, it was a confesion.
• 39:28
  I didn't I didn't tell Gail
• 39:30
  how much I spent on the morse code key, but if she asks, I will tell her.
• 39:35
  But she didn't ask anyway.
• 39:37
  You know a long time ago.
• 39:38
  They threw millions of those away, Craig.
• 39:41
  When?
• 39:41
  When they.
• 39:42
  When they did away with that technology.
• 39:45
  You know what's funny about that?
• 39:46
  Old ham radios are literally called boat anchors
• 39:51
  because they were big and heavy.
• 39:53
  You might as well just chuck them up.
• 39:55
  They're also the words anyway.
• 39:58
  You got to spend money to make money.
• 40:00
  Not in the amateur radio hobby.
• 40:02
  It's just spending money. But,
• 40:05
  sponsor an event, a brokerage event.
• 40:08
  Be at those events.
• 40:10
  Todd, I've got a brokerage up here
• 40:12
  in Toledo that we are not the preferred vendor.
• 40:14
  Okay,
• 40:16
  the one of the three brokers has a personal friendship
• 40:19
  with the preferred vendor that is out of a different state.
• 40:24
  But we do more business with them from what I can tell.
• 40:28
  Based on what some of the agents that use us have have told me, we sponsor
• 40:33
  their Cinco de Mayo event every year, even though we're not the preferred vendor.
• 40:37
  And it's because we do a lot of business
• 40:39
  with this company, even though we're not the preferred vendor.
• 40:42
  And because we support what they're trying to do as a brokerage and raising funds
• 40:46
  for the Children's Miracle Network, it's a good, worthy cause.
• 40:50
  It gets our logo and our name and shows that we're still a part of this brokerage.
• 40:54
  We're still
• 40:54
  bringing value to this brokerage, even if we're not the preferred vendor.
• 40:58
  And it allows me to have face time
• 41:01
  at that fundraising event as well and continue to build those relationships.
• 41:05
  And we've gotten referrals from agents that use us, and business has been built.
• 41:11
  I'm kind of I'm going to brag a little bit, if that's okay.
• 41:14
  Todd, please.
• 41:16
  We we did a higher level sponsorship than the preferred vendor did for this,
• 41:20
  this event.
• 41:21
  Our our packages that we gave to the silent
• 41:25
  auction was worth more and was a larger donation.
• 41:29
  We're going to do everything we can
• 41:31
  to support that brokerage to show our value.
• 41:35
  I show up consistently that that broker
• 41:37
  that has the friendship with this other vendor.
• 41:40
  She spoke with me, said, hey, thank you so much.
• 41:43
  You know, we really appreciate your support.
• 41:44
  And I know you bring a lot of value to many of our, our realtors.
• 41:48
  And it was it was a great cordial conversation.
• 41:52
  So even if you're not the preferred vendor, you can still have
• 41:55
  a major relationship with that broker and that brokerage
• 41:59
  and, and
• 42:01
  bring value to what they're doing and grow your business at the same time.
• 42:05
  So I've got the broker knows me.
• 42:08
  They know that we're working hard for their agents and they respect that.
• 42:11
  They they're appreciative of the fact that we sponsor their event.
• 42:15
  So presentations, brokerage presentations and sponsor
• 42:18
  their events, you know, assuming it's in your budget.
• 42:22
  Yeah. Those are great things.
• 42:23
  That reminds me of of a phrase, of of a coach that I work with.
• 42:28
  I'm on a coaching call weekly with him, Austin Cheviron and I have a run down here.
• 42:32
  He says if you want to earn more,
• 42:35
  you need to be more valuable.
• 42:39
  I if you want the referral, you need to be more valuable.
• 42:43
  If you ask for the referral and you did and you don't get it,
• 42:46
  you need to give more.
• 42:48
  You tried to take pennies out of the jar,
• 42:51
  and when you didn't put enough pennies in.
• 42:54
  And that's what a relationship is.
• 42:55
  That's what business is about.
• 42:57
  It's not about you being the most professional.
• 43:00
  One thing you saying here, and I'm gonna say this with love.
• 43:02
  As you say, you're working on making your content stand out.
• 43:04
  It's not about making your content stand out.
• 43:07
  You just need to put more pennies in the jar before you take pennies out.
• 43:11
  And once you have enough in the jar, you can ask for it.
• 43:15
  And you've earned that trust.
• 43:16
  You've put in the time, you've given more value, and you will get it back out.
• 43:22
  Another listener had,
• 43:24
  messaged me and said, hey, I had this client
• 43:26
  that I thought was a solid client and they were not going to summarize us,
• 43:30
  but they ended up using someone else for a major project,
• 43:33
  and they were just kind of left flat footed, like, what happened?
• 43:36
  Why should I even bother to keep doing this and try to build the relationship?
• 43:40
  You know, people are people and sometimes they're going to disappoint you.
• 43:43
  And yeah, you might have put a lot of work into the relationship.
• 43:46
  I've had that happen where, you know, I thought I had a good, solid
• 43:50
  relationship.
• 43:51
  I follow up, I try to get the question as to the why.
• 43:53
  What could I have done better to keep your business?
• 43:56
  You might get an answer, you might not.
• 43:58
  And if you don't, well, it
• 44:01
  people are people and we do let each other down.
• 44:05
  We do disappoint each other now and then,
• 44:07
  but you can't let that stop you from continuing to try.
• 44:10
  And there are people that will value that relationship with you.
• 44:13
  I've got agents that they have inside marketing departments that they could use
• 44:17
  and that their brokerage is pressuring them to use,
• 44:19
  and they've told me straight to my face, I will never use our inside
• 44:22
  marketing department.
• 44:23
  You do what we need you to do.
• 44:25
  We value the relationship and we appreciate you and I.
• 44:30
  I've got them.
• 44:30
  I've got them for life. Now, I don't get cocky about that.
• 44:33
  I don't take that for granted. I have to every day.
• 44:35
  I have to continue to earn that trust and earn that loyalty
• 44:38
  that they have to us as their vendor.
• 44:42
  So don't give up.
• 44:43
  Even if somebody kind of burns you don't don't let that sour you guys.
• 44:49
  Yeah.
• 44:49
  And the toughest thing about it is
• 44:51
  I would advocate that you continue to give to them.
• 44:56
  it's going to be the hardest thing is you see that
• 44:59
  they use a competitor and you thought you had that relationship.
• 45:03
  Just keep giving to that client.
• 45:05
  it will come back.
• 45:07
  It's taking the high road, you know, and the professional road.
• 45:12
  So excellent.
• 45:15
  Well, Todd I think that kind of covers it.
• 45:18
  I, I'm not sure what else to say.
• 45:21
  It does time.
• 45:22
  It takes time to build relationships again.
• 45:25
  You get me 21 years in the business and we have,
• 45:28
  you know, a ton of brokerage deals in these relationships.
• 45:31
  But it took a long time.
• 45:32
  The build these relationships and the space is much more competitive too.
• 45:38
  So it takes even longer to build a better relationship with someone you know.
• 45:42
  I've got the relationship with this individual for 11 years.
• 45:45
  Could someone build a better relationship?
• 45:47
  Yes, they could.
• 45:48
  It's going to take a little while and I'm actively building it too.
• 45:52
  You just need to continue to build plant to plant the seeds.
• 45:55
  I love this harvest analogy.
• 45:57
  You have to plant the seeds and you have to nurture them before you
• 46:00
  can take the harvest.
• 46:03
  There you go.
• 46:04
  Good insight.
• 46:06
  Thank you for the question.
• 46:07
  I was an excellent question.
• 46:09
  And that really gets to the gist of what this podcast is all about
• 46:12
  is building a strong business.
• 46:14
  So yeah, the creativity obviously important, but
• 46:17
  that's ultimately not what's going to really
• 46:20
  I mean, yes, you have to have a good solid creative product and service,
• 46:24
  but it's the sound business principles and relationship
• 46:28
  building that you're working on that will help grow your business.
• 46:30
  And that's what we want to help you succeed in.
• 46:32
  So guys, thank you for listening.
• 46:34
  Todd, any closing thoughts or anything from you
• 46:37
  now just keep build those relationships and get excited.
• 46:41
  Good people. We covered so much of that. Craig.
• 46:42
  Put good people around
• 46:43
  you, people that are excited, people that build you up and then go and do it.
• 46:46
  It makes it a lot easier to
• 46:48
  to get through those no's and to build those relationships.
• 46:51
  Yeah for sure.
• 46:52
  All right.
• 46:53
  Well guys, thank you so much. Ladies.
• 46:55
  Gentlemen I don't want to just say, guys, ladies and gentlemen, thank you so much.
• 46:58
  We appreciate the time you take, to listen or,
• 47:01
  you know, or watch this podcast if you found some value in it.
• 47:05
  We'd love to, like, maybe share it with others
• 47:07
  in the community because we want to see you guys when
• 47:10
  and, if you have any comments, please leave a comment on the YouTube channel.
• 47:13
  Or if you do have questions.
• 47:15
  We haven't said that in a while.
• 47:16
  If you have a business related question, that we could cover on the podcast,
• 47:20
  we're we're open to your ideas and would love to cover that, because, again,
• 47:23
  we want to bring value to you and help you build your strong business.
• 47:27
  All right.
• 47:28
  That's going to wrap it up for the week. Thank you so much.
• 47:30
  Make sure you take some time to breathe this week.
• 47:33
  I mean stay in the what is it like the gap or the the gain.
• 47:38
  The gain.
• 47:38
  Make sure yes.
• 47:39
  You take some time to breathe, but stay in the gain
• 47:42
  and be thankful for the blessings in your life.
• 47:44
  Make sure you take a breath. Have a great week!