Latest / Found-HER with Kimberley Hiebert / From Postpartum to a Six Figure Profit ft. Cher Goetz

Transcript

From Postpartum to a Six Figure Profit ft. Cher Goetz · Found-HER with Kimberley Hiebert

• 0:04
  SPEAKER_01: Okay, besties, today we're having a great conversation about relationship-based business, about getting rid of the hustle culture and building a profit.
• 0:17
  SPEAKER_01: I'm gonna say a profit-first lifestyle business or a business whose profit funds your lifestyle, hence having a business that's built around your lifestyle versus the other way around.
• 0:28
  SPEAKER_01: And so today, joining me in the conversation is Cher Getz.
• 0:32
  SPEAKER_01: She is a realtor as well as a coach.
• 0:36
  SPEAKER_01: I believe you do women's coaching, real estate realtor coaching, andor women coaching.
• 0:40
  SPEAKER_01: And this really has become your passion.
• 0:42
  SPEAKER_01: So tell us a little, introduce yourself to the besties.
• 0:45
  SPEAKER_01: Uh, that's what I call my friends uh that listen and my journal.
• 0:48
  SPEAKER_01: Uh I call it my bestie.
• 0:51
  SPEAKER_01: It helps me connect with really real conversations.
• 0:54
  SPEAKER_01: And so welcome to the Found Her podcast.
• 0:57
  SPEAKER_01: And tell the listeners a little bit about who you are and what makes this your kind of purpose or passion.
• 1:05
  SPEAKER_00: Yeah.
• 1:06
  SPEAKER_00: Thank you so much first for having me, Kim.
• 1:09
  SPEAKER_00: And hi, besties.
• 1:10
  SPEAKER_00: I hope that we're all new besties now.
• 1:12
  SPEAKER_00: But yeah, so I've been a real estate agent for over 10 years now, and I have just gone through every up and down that you could in the business.
• 1:24
  SPEAKER_00: You know, the, you know, I started out in the home building industry and then the builder retired.
• 1:30
  SPEAKER_00: And so then I learned resale and then I got resale under my foot, and then I had a baby, and I struggled immensely with postpartum depression and anxiety.
• 1:39
  SPEAKER_00: Then I had another baby, and then it was just overwhelm city.
• 1:43
  SPEAKER_00: And this was all happening during the pandemic.
• 1:47
  SPEAKER_00: And then I decided a couple of years ago, you know what?
• 1:50
  SPEAKER_00: I'm just gonna go out on my own completely and take that risk.
• 1:56
  SPEAKER_00: And, you know, my husband was even, we were talking back and forth, like, do I pick up something, let's say, like part-time to supplement some income while I go out on my own?
• 2:06
  SPEAKER_00: And I'm just like, every hour that I don't spend on this is just like a waste, you know?
• 2:14
  SPEAKER_00: Like, I might as well just pour all of like 110 in now rather than 50-50 over the next couple of years.
• 2:20
  SPEAKER_00: So I did that over the last couple of years, and I had the the privilege to also just be so intentional and so reflective of like, listen, now that I'm out of my own, I can do this my own damn way.
• 2:30
  SPEAKER_00: Oh, yeah.
• 2:31
  SPEAKER_00: And so what's been wrong these past couple of years, like with my business, with my mindset, and honestly, like the noise of the industry.
• 2:41
  SPEAKER_00: And so I just tuned out all of it and I I built from a place of like ideal life, ideal business.
• 2:50
  SPEAKER_00: And gosh darn it, like it freaking works.
• 2:54
  SPEAKER_00: Oh, did it?
• 2:55
  SPEAKER_00: Yeah, it worked and it worked well, and I'm having the time of my life, and not a lot of real estate agents speak like that.
• 3:02
  SPEAKER_00: They talk about the the stress and the negativity and the hard clients and not knowing where my next deal is coming from and the scarcity and just it taking away from their life rather than fueling their life.
• 3:15
  SPEAKER_00: And so I'm like, okay, there's something to this then.
• 3:18
  SPEAKER_00: The industry needs a new voice, clearly.
• 3:21
  SPEAKER_00: And, you know, rightfully so, the industry was led by by men with, you know, if they had kids, they had a wife at home, right?
• 3:29
  SPEAKER_00: So it's just totally different advice that's been needed lately.
• 3:33
  SPEAKER_00: Yeah.
• 3:34
  SPEAKER_00: And now women dominate uh the real estate industry.
• 3:37
  SPEAKER_00: So it's time for like a new voice that encourages people to define their own success and not let the industry do it and build the business your own way, not how the industry has told you to do it.
• 3:48
  SPEAKER_00: That's like, you know, 20, 30, 40, 50 years old.
• 3:52
  SPEAKER_00: And uh, so that's when my true passion for just helping other women in real estate see how I run my business and then help them implement that like in their life in the way that works for them.
• 4:05
  SPEAKER_01: Okay, so I want to, there's a couple of things I want to touch on what you said is number one, this is us and franchising.
• 4:13
  SPEAKER_01: So franchising is like old.
• 4:16
  SPEAKER_01: The industry itself is, I don't know, hundreds of years old.
• 4:20
  SPEAKER_01: Think of McDonald's, how long ago that was.
• 4:22
  SPEAKER_01: Well, probably not hundreds, but you know what I mean.
• 4:24
  SPEAKER_01: And it really is governed by I call it old white dude mentality.
• 4:29
  SPEAKER_01: And when you get into the depths of it, is it still is there?
• 4:32
  SPEAKER_01: Are still those gatekeepers that say this is the way franchising needs to be done.
• 4:37
  SPEAKER_01: It's a very traditional, uh, structured, male-dominated focus.
• 4:43
  SPEAKER_01: And when we got into it three years ago, our first trade show, I was shell-shocked.
• 4:48
  SPEAKER_01: I was like, I cannot believe we are still doing it this way.
• 4:53
  SPEAKER_01: Like everything around us has evolved except for this one industry.
• 4:56
  SPEAKER_01: So I've made it my secondary purpose to really challenge traditional franchise.
• 5:04
  SPEAKER_01: It's kind of like everything is built for from the male's perspective, even wellness, right?
• 5:09
  SPEAKER_01: Physical, personal training, physical wellness, everything's come from this.
• 5:13
  SPEAKER_01: Like the male is the specimen, and everything gets kind of modeled after that.
• 5:18
  SPEAKER_01: And so I love that you're you're you notice that in real estate.
• 5:22
  SPEAKER_01: Real estate is built by, and it's not this isn't about men hating, that's not it at all.
• 5:27
  SPEAKER_01: But men have different privileges, they don't have work stop interruptions like women do when it comes to family, family planning, care, giving, all that kind of stuff.
• 5:36
  SPEAKER_01: And so it's different, they don't have to fight their way into the old boys' club or a club or a network or whatever.
• 5:42
  SPEAKER_01: Do you know what I mean?
• 5:43
  SPEAKER_01: They don't, they've just automatically get the seat at the table.
• 5:46
  SPEAKER_01: And so there is a lot of difference to be done uh for women.
• 5:49
  SPEAKER_01: So I like that you saw that in real estate and stood up to say, like, hey, there is a different way.
• 5:55
  SPEAKER_01: Uh this isn't all, you know, your way isn't the right way.
• 5:58
  SPEAKER_01: So I like that giving a voice.
• 5:59
  SPEAKER_01: But I'm curious for those listening, what would you say right away when you said you decided to kind of do it your way?
• 6:05
  SPEAKER_01: What were some of the things that you had to, because now you're talking about raising kids.
• 6:10
  SPEAKER_01: I'm guessing you're like the primary caregiver, maybe.
• 6:13
  SPEAKER_01: What like tangible things did you adjust to allow you to fit your business into your lifestyle so that they flow together and then so that it could grow and flourish?
• 6:26
  SPEAKER_01: Because I think that's the other thing is we think, especially, I see this with young moms.
• 6:30
  SPEAKER_01: We want, we want, we want to be top of our game in all the things.
• 6:36
  SPEAKER_01: We want all the success right now.
• 6:39
  SPEAKER_01: So tell tell tell us a little bit, share a little bit about what those first few, maybe the first year was like.
• 6:44
  SPEAKER_01: What what kind of adjustments did you make?
• 6:47
  SPEAKER_00: Yeah, so the first year was first of all, deciding and coming to terms with the fact that I am who I am and I don't need to be anybody else.
• 6:57
  SPEAKER_00: And so in real estate, when I started, especially 10 years ago, it's completely changed now, thankfully.
• 7:03
  SPEAKER_00: But when I started, you know, 10 plus years ago, it was so common still for all of the men to be wearing suits and therefore all of the women to be wearing like the the thing adjacent, like the silky blouse with the pencil skirt and the heels, right?
• 7:19
  SPEAKER_01: And I'm just like I feel like I still see all those in headshots.
• 7:24
  SPEAKER_00: Yeah, which if that's you, I love that for you, right?
• 7:28
  SPEAKER_00: But it wasn't, it was not so many of us, and it was never me.
• 7:33
  SPEAKER_00: And my first broker actually said, like, my agents don't wear, don't wear jeans.
• 7:38
  SPEAKER_00: And I'm like, this is gonna be a problem.
• 7:40
  SPEAKER_00: Like, that's my uniform, right?
• 7:42
  SPEAKER_00: And so, anyways, when I was like, this is my own thing, my own business, I said, I'm just gonna show up as me, even when it's messy, which people thought I was crazy because real estate agents, you know, we have to put on the front that like we're perfect, we're knowledgeable, we're professional, you can trust us with your largest.
• 8:03
  SPEAKER_00: Yes, yes, yeah.
• 8:04
  SPEAKER_01: There's yeah.
• 8:04
  SPEAKER_00: So I was like valid, but like I can't do my job well as well as I could by pretending to be someone else.
• 8:13
  SPEAKER_00: So I just have to take this risk and be me.
• 8:15
  SPEAKER_00: So I would be showing up on Instagram, casual, hoodie, messy bun, messy house in the back, and just like shooting the shit, right?
• 8:26
  SPEAKER_00: And just being me.
• 8:28
  SPEAKER_00: And I would be showing up at clients' houses in jeans, in a t-shirt, whatever it is, right?
• 8:34
  SPEAKER_00: I was just me.
• 8:36
  SPEAKER_01: And how that I could say something funny.
• 8:39
  SPEAKER_01: My realtor, one time, we were looking actively looking for in a very hot, hot market, and she was literally out on a boat in the middle of a lake, and I was like, Oh my god, there's this great property.
• 8:51
  SPEAKER_01: I need to see it.
• 8:52
  SPEAKER_01: She literally jumped off the boat in her bikini, threw her bathing suit wrap on.
• 8:57
  SPEAKER_01: She was like, I'm coming from the lake, like, yeah, you be you, dude.
• 9:02
  SPEAKER_01: And she showed up, you know, she had a uh a wrap on, but she's like, she would have come in her bathing suit.
• 9:07
  SPEAKER_01: She's like, I gotta get the job done, man.
• 9:10
  SPEAKER_00: Yeah, well, what clients don't realize until they're active clients is our life sometimes drops at like any drop of a hat, right?
• 9:20
  SPEAKER_00: It changes, it switches.
• 9:22
  SPEAKER_00: And so if you want that availability from me, it comes with showing up sometimes like in my gym attire because I'm coming from a workout.
• 9:30
  SPEAKER_00: We work basically like 7 a.m.
• 9:32
  SPEAKER_00: to 11 p.m.
• 9:33
  SPEAKER_00: We are accessible to everybody, and so I started to become I started just being okay with being me and taking that risk.
• 9:41
  SPEAKER_00: And what happened that was so beautiful is the people who felt uncomfortable and intimidated by the agents that were like, you know, overdressing in their opinion, they all flocked to me.
• 9:57
  SPEAKER_00: They were all so attracted to me because they just felt comfortable.
• 10:00
  SPEAKER_00: They never felt insecure.
• 10:02
  SPEAKER_00: So the moms on Mat Lee that want to upsize their homes or the first-time homebuyers that are casual and they're in tech, like the construction workers, like they all just felt so comfortable with me.
• 10:14
  SPEAKER_00: It's like, this is one of us, you know, this is one of us helping us.
• 10:18
  SPEAKER_00: We don't have to feel shame about the messiness of our home because her home is messy too.
• 10:22
  SPEAKER_00: We don't have to feel shame around spit up stained on our sweater, going to a showing and the baby crying.
• 10:29
  SPEAKER_00: Cause like Cher's a mom too.
• 10:30
  SPEAKER_00: Like, she gets it.
• 10:32
  SPEAKER_00: So that was like the foundation of it.
• 10:35
  SPEAKER_00: And then when you build upon that, it was like, what is free and easy?
• 10:40
  SPEAKER_00: Because sometimes you don't have a lot of money, right?
• 10:43
  SPEAKER_00: Social media, free and easy, and email marketing, very inexpensive.
• 10:48
  SPEAKER_00: So I stayed on top of that.
• 10:50
  SPEAKER_00: And then with my schedule, like, you know, let's say I was with the kids all day, I started doing small community events and they would be evenings and weekends.
• 10:58
  SPEAKER_00: So I would do like a yoga class for under 20 people, met a bunch of people in the community doing it, um, helped local businesses that just built relationships right off the bat.
• 11:11
  SPEAKER_00: And then my email marketing and my social media just supported that relationship from then on, yeah, which made me the no-brainer when they had to hire a real estate agent.
• 11:21
  SPEAKER_01: Here's the thing that we um we coach a lot.
• 11:23
  SPEAKER_01: I mean, we coach all of our franchise partners on a weekly basis, and this is the one thing that we coach.
• 11:27
  SPEAKER_01: We coach, I call it kissing babies and shaking hands.
• 11:31
  SPEAKER_01: It is literally the lifeblood to your business, especially if you're starting out, especially in the first three years.
• 11:38
  SPEAKER_01: It really helps people to humanize your business, you, all of those things.
• 11:45
  SPEAKER_01: So I love that even at that age and stage, you're like, no, I need to get into the community because you know, nowadays it's all about digital community, right?
• 11:54
  SPEAKER_01: Expanding your digital footprint and all that kind of stuff.
• 11:57
  SPEAKER_01: But it is really hard to build relationships digitally.
• 12:01
  SPEAKER_01: It takes, it's when I say hard, it's very time consuming, right?
• 12:05
  SPEAKER_01: Although you can, you're not restricted by you know geographical, but it's so much easier to go into your community and meet 20 people at an event locally than for you to actually get 20 people's email digitally is to me nowadays is a way bigger lift.
• 12:23
  SPEAKER_01: And so I feel like the kissing babies and shaking hands, while some people think it's really old school, we talked at the beginning about old school.
• 12:30
  SPEAKER_01: The the thing about that old school strategy is it's rooted in human connection, and that's really what you're talking about.
• 12:38
  SPEAKER_01: It's about having the human connection, people being real, people first, building relationships first, and um uh everything follows.
• 12:47
  SPEAKER_01: So tell me then, when we talk about having a profit and life first business approach, when you were starting out, did you consider your income and where you're starting at and use that as your base of budget for your lifestyle versus having this lifestyle that's so grand that it doesn't actually match the profit that's coming in from the business?
• 13:13
  SPEAKER_01: You know what I mean?
• 13:14
  SPEAKER_01: Like I think sometimes that whole like manifest mentality, like I want to live in a, you know, you're on a, you know, I want a three million dollar whatever lake property, but you have like a beer budget, like those things kind of miss, right?
• 13:28
  SPEAKER_01: So speak a little bit to how you overcame or or how you uh you know built that in the first few years.
• 13:36
  SPEAKER_00: Yeah.
• 13:36
  SPEAKER_00: So first and foremost, I don't buy what I can't afford.
• 13:40
  SPEAKER_00: So everything's you know paid for in cash.
• 13:43
  SPEAKER_00: I don't, you know, manifest being a successful realtor by buying the car that they all have.
• 13:48
  SPEAKER_00: They all have the BMW, the Mercedes.
• 13:51
  SPEAKER_00: I'm rolling around in my uh Toyota Highlander, which I've hit two things with recently in the last couple of years, and I'm just living, you know?
• 14:03
  SPEAKER_01: So not buying into this perceived identity that comes with a business owner, realtor, whatever.
• 14:12
  SPEAKER_00: Exactly, exactly.
• 14:13
  SPEAKER_00: Because honestly, I like it.
• 14:28
  SPEAKER_00: They don't care what I'm driving.
• 14:29
  SPEAKER_00: And just from a financial perspective, that just adds so much more stress to your life.
• 14:35
  SPEAKER_00: And agents get something it's called commission breath, which like you need the sales so bad, you need the sales so bad to pay for your freaking BMW to hopefully that gate got you the sale somehow that you have you can smell it on their breath that they freaking need this commission.
• 14:52
  SPEAKER_00: And so they're they're not looking out for your best interests, right?
• 14:56
  SPEAKER_00: They're looking out for theirs, and that's the beauty is like, I don't, I don't need any sale to live my life, and it comes off like that.
• 15:04
  SPEAKER_00: People trust me so much because it's like this isn't for you, this isn't for you.
• 15:09
  SPEAKER_00: Let's let's walk the hell away.
• 15:10
  SPEAKER_00: And they're like, sweet, thank you.
• 15:12
  SPEAKER_00: Like that was so validating, we felt so bad.
• 15:14
  SPEAKER_00: But back to like how this profit first lifestyle first, you know, goal setting routine that I created, it was it was out of need, and it was because it was never taught to us.
• 15:28
  SPEAKER_00: And so, you know, I had a great first year out on my own, but I had nothing financially to show for it.
• 15:36
  SPEAKER_00: And I was like, what the heck happened?
• 15:38
  SPEAKER_00: Like I was so successful in one breath, and then the next, I'm like, where did all go?
• 15:43
  SPEAKER_00: And so I was like, hey, I now need to set my goals based on like the profit that I want at the end of the year, because profit, and I'm talking after your mortgage is paid, after everything is paid, not the profit that then pays your personal life.
• 16:00
  SPEAKER_00: No, no, no.
• 16:00
  SPEAKER_00: This is like the money left over at the end of the year, because that is what will build your wealth, and that is what creates freedom in your life, and that is what helps you then reinvest in whatever you want, whether it's you, your family, your business in order to scale, it doesn't matter, but it's your choice, and that's what profits from.
• 16:21
  SPEAKER_00: So then I asked myself, I'm like, hey, well, what's what's a great profit at the end of the year?
• 16:27
  SPEAKER_00: So two years ago, I was like, all right, I would love to end the year with 125.
• 16:33
  SPEAKER_00: And so I worked backwards.
• 16:35
  SPEAKER_00: I was like, well, if I made 125 in profit, how much would I pay in corporate taxes?
• 16:40
  SPEAKER_00: Because I'm incorporated.
• 16:41
  SPEAKER_00: How much does my family need?
• 16:43
  SPEAKER_00: Well, it needs like 60k.
• 16:45
  SPEAKER_00: Okay, well, I get 60k, so I add that to the 125 and I add that to my taxes owed.
• 16:51
  SPEAKER_00: And then if I pay myself 20 or if I pay myself 60k, how many personal what personal taxes am I owed?
• 16:57
  SPEAKER_00: I add that.
• 16:58
  SPEAKER_00: And then I add like, well, if I ended the year with 125, you know, what business expenses could I expect?
• 17:06
  SPEAKER_00: So I was like, let's do, you know, a certain amount, like 3K a month or something.
• 17:11
  SPEAKER_00: So 36K.
• 17:12
  SPEAKER_00: So you're adding all of these things up, and all of those numbers combined, that equals your revenue.
• 17:19
  SPEAKER_00: And then I just ask myself, well, how many people need to say yes to me to get that revenue?
• 17:26
  SPEAKER_00: And in real estate, you know, you have your average transactions, right?
• 17:31
  SPEAKER_00: So, you know, my average transaction, let's say gives me like a$16,000 check.
• 17:36
  SPEAKER_00: So I take my big number, divide it by 16.
• 17:38
  SPEAKER_00: Let's say it equals 15.
• 17:40
  SPEAKER_00: And then some people are a buy and a sell.
• 17:44
  SPEAKER_00: And so I'm like, are you joking me?
• 17:46
  SPEAKER_00: I get to go through this year, and all I have to think to myself is 10 people need to say yes to me.
• 17:53
  SPEAKER_00: So now you're approaching life and business with such abundance and such positivity because you're like 10 people in 12 months need to say yes to me.
• 18:04
  SPEAKER_00: And I get to end this year with a six-figure profit to do whatever I want.
• 18:08
  SPEAKER_00: Are you joking?
• 18:10
  SPEAKER_00: So that's the like profit first approach.
• 18:13
  SPEAKER_01: Yes.
• 18:14
  SPEAKER_00: The lifestyle first approach is I build out my calendar by asking myself questions.
• 18:20
  SPEAKER_00: I ask myself, how have I been feeling in every aspect of my life and business?
• 18:26
  SPEAKER_00: So, how am I feeling in my marriage?
• 18:27
  SPEAKER_00: How am I feeling with my kids?
• 18:29
  SPEAKER_00: How am I feeling in my home?
• 18:30
  SPEAKER_00: How am I feeling in my body and my mind?
• 18:33
  SPEAKER_00: And then I go, how am I feeling in my marketing, in my admin, in my systems and operations, in like the clients that I've been working with?
• 18:43
  SPEAKER_00: How and then I categorize every single thing and I ask myself, how I've been feeling.
• 18:48
  SPEAKER_00: I either want to like keep the feeling because it's positive, or it's not a good feeling.
• 18:54
  SPEAKER_00: I'm feeling overwhelmed, I'm feeling insecure.
• 18:57
  SPEAKER_00: So then I ask myself, well, how can I like change this?
• 19:01
  SPEAKER_00: So if you're feeling insecure in your marketing, how can you feel confident in your marketing and you brainstorm all these different ideas?
• 19:11
  SPEAKER_00: So everything that's making me feel good and how it's making me feel good goes in the calendar.
• 19:17
  SPEAKER_00: So if I'm feeling great in my body because I've been going to my workouts twice a week, that stays in my calendar.
• 19:25
  SPEAKER_01: Yeah.
• 19:26
  SPEAKER_00: If I've been feeling insecure in my systems, how do I fix that?
• 19:33
  SPEAKER_00: Okay, I need a time block in my calendar to improve my systems little by little every single week.
• 19:40
  SPEAKER_00: So I'm gonna put a time block in my calendar Fridays at 10 a.m.
• 19:42
  SPEAKER_00: You're gonna work on your systems and you're gonna better it every single week.
• 19:46
  SPEAKER_00: So, however, you're feeling if it's good, what's making you feel good goes in the calendar.
• 19:51
  SPEAKER_00: If it's bad, how do you make it better?
• 19:54
  SPEAKER_00: And that how goes into your calendar.
• 19:56
  SPEAKER_00: And then all you have to do, Kim, is wake up and follow your calendar and just do what your calendar says, and you'll feel great and achieve your goals.
• 20:04
  SPEAKER_01: This is what we we uh we work a lot on time blocking, right?
• 20:08
  SPEAKER_01: Calendars because the same thing.
• 20:09
  SPEAKER_01: Some of the things it's just it has to be in the calendar.
• 20:12
  SPEAKER_01: Now, if it's not in the calendar, it doesn't get done.
• 20:14
  SPEAKER_01: Yeah, so it goes in the calendar, then you wake up.
• 20:16
  SPEAKER_01: Everybody, everybody, we are tea, we teach our franchisees that, right?
• 20:20
  SPEAKER_01: It has to go in a calendar, whether it's your job scheduling, your coaching sessions, um, your your CEO time, it has to get, and there's an actual skill in teaching that.
• 20:30
  SPEAKER_01: So I love that.
• 20:31
  SPEAKER_01: I love I think what I really um am really appreciating in this conversation, and I hope those listening will really appreciate it's the conversation around the profit, and the that is that is like the pretty part of business.
• 20:45
  SPEAKER_01: The problem is people get really like distracted and they don't want to sit down and really crunch the numbers about around profitability and what they need.
• 20:57
  SPEAKER_01: Yet that is the most freeing place to be and to start from, and really breaking down.
• 21:05
  SPEAKER_01: Am I working like I love what you said about the car thing with realtors, right?
• 21:10
  SPEAKER_01: Real and the commission breath, right?
• 21:12
  SPEAKER_01: Am I working to sustain an image that I think I should be, I should be for whatever the industry I'm in?
• 21:20
  SPEAKER_01: Um, or am I really able, am I really truly working from the place of transparency within myself, right?
• 21:26
  SPEAKER_01: What is the reality?
• 21:27
  SPEAKER_01: And really coming from that understanding your numbers and what it takes to get there is so freeing.
• 21:32
  SPEAKER_01: I sound like an accountant.
• 21:33
  SPEAKER_01: I know Stacy Millard would be so happy listening to me.
• 21:37
  SPEAKER_01: She'd be so proud of us, right?
• 21:39
  SPEAKER_01: Uh, but there is just so much freedom, like you said, when you reverse engineer it and you're like 10 clients, right?
• 21:47
  SPEAKER_01: How I need 10 clients.
• 21:48
  SPEAKER_01: Like we do this again, the same.
• 21:51
  SPEAKER_01: It doesn't, this is what I love is like there's stuff about business that's industry agnostic.
• 21:56
  SPEAKER_01: It doesn't matter what industry you are in, these are the basics.
• 22:00
  SPEAKER_01: So we do that.
• 22:01
  SPEAKER_01: My franchise partner has a goal of doing$600,000 in revenue in the first year.
• 22:06
  SPEAKER_01: Okay, here's our average job size.
• 22:08
  SPEAKER_01: Let's work back.
• 22:09
  SPEAKER_01: How many jobs you're going to need across the year?
• 22:11
  SPEAKER_01: Divide that by 12.
• 22:13
  SPEAKER_01: We convert at a 60% conversion rate.
• 22:15
  SPEAKER_01: So how many leads do you need to come in?
• 22:17
  SPEAKER_01: And then what is the marketing strategies attached to that?
• 22:20
  SPEAKER_01: Yeah.
• 22:21
  SPEAKER_01: Don't just do, oh yeah, we want to bill a million dollars and then just be like, okay, go do it.
• 22:28
  SPEAKER_01: Yeah.
• 22:28
  SPEAKER_01: Very, very, very, and then we monitor it weekly because it's so it's so markets are so quick, like it we're short turnaround.
• 22:37
  SPEAKER_01: Markets are so quick to be finicky.
• 22:39
  unknown: Yeah.
• 22:39
  SPEAKER_01: So we we monitor our franchises uh with a week, they get a weekly coaching session, but it's still the same principle.
• 22:46
  SPEAKER_01: Start with the big, figure it all out, and then reverse engineer it, and then you know you want 10 clients.
• 22:52
  SPEAKER_01: What do you need to do?
• 22:53
  SPEAKER_01: What are those initiatives?
• 22:54
  SPEAKER_01: Whether it's networking, ground game, kissing, baby, shaking hands, like how are you going to generate those 10?
• 23:00
  SPEAKER_01: So I love that.
• 23:02
  SPEAKER_01: Let's jump a little bit more into some of the personal projects that you're working on right now.
• 23:07
  SPEAKER_01: We talked just before recording about your current messy middle.
• 23:12
  SPEAKER_01: And I know from online, uh, watch you uh doing what is it called?
• 23:16
  SPEAKER_01: Uh something blank pages.
• 23:18
  SPEAKER_01: Blank pages.
• 23:19
  SPEAKER_01: Yes.
• 23:19
  SPEAKER_01: I was gonna say unbooking, but I was like, that's not it.
• 23:22
  SPEAKER_00: It's uh blank page to bestseller.
• 23:24
  SPEAKER_01: You yeah, you went all social, you went full accountability.
• 23:27
  SPEAKER_01: You want to write a book, and so tell us a little bit about the process for you writing uh writing a book.
• 23:32
  SPEAKER_01: Is this your first time writing the book?
• 23:34
  SPEAKER_01: What is it bringing up for you?
• 23:36
  SPEAKER_01: Share a little bit about that journey.
• 23:38
  SPEAKER_00: Yeah, well, messy middle is I would say the perfect definition of where I'm at right now, uh, with the book.
• 23:46
  SPEAKER_00: You know, everything that's in the book is everything I've been teaching uh my women in real estate for the past couple of years.
• 23:53
  SPEAKER_00: So I was like, this is gonna be breeze.
• 23:55
  SPEAKER_00: Like this is like, I know this.
• 23:59
  SPEAKER_00: I was like, I'm gonna let people follow along on Instagram.
• 24:02
  SPEAKER_00: I like messaged Jake.
• 24:04
  SPEAKER_00: I was like, let's move up the date.
• 24:06
  SPEAKER_00: Like, this is gonna be easy.
• 24:08
  SPEAKER_00: I was so cocky.
• 24:10
  SPEAKER_00: And then I go into writing it and I'm like, oh crap, like you actually gotta write.
• 24:17
  SPEAKER_00: And what's what I'm realizing is I've learned how to speak so succinctly.
• 24:22
  SPEAKER_00: Yes, I've got um a 60-minute workshop or a quick webinar or whatever it is.
• 24:28
  SPEAKER_00: You get these snippets, right?
• 24:30
  SPEAKER_00: Yeah, yes, you gotta get to the point.
• 24:32
  SPEAKER_00: And with a book, the you know, the writing coach is like, but how did you get to that point?
• 24:37
  SPEAKER_00: I'm like, it doesn't matter, we just gotta do it.
• 24:40
  SPEAKER_00: Like, go build out your calendar.
• 24:42
  SPEAKER_00: She goes, but how did you what struggles did you go for?
• 24:45
  SPEAKER_00: And I'm like, girl, and I'm already like, I would, you know, I was raised military, so like we don't dwell on these emotional paths, like it doesn't matter, like you just trudge forward.
• 24:56
  SPEAKER_00: So I'm like, okay, fine, like, gotta tap into the emotions, gotta tap into the emotions.
• 25:00
  SPEAKER_01: You gotta take people on a journey, right?
• 25:02
  SPEAKER_00: Take them on a journey that I don't want to revisit, but okay, we'll do it.
• 25:07
  SPEAKER_00: So I would say that's my biggest struggle.
• 25:10
  SPEAKER_00: The the outline was so easy because every chapter is just a principle that I teach, and it's already broken up, so that was so easy.
• 25:18
  SPEAKER_00: I got so cocky, and then I actually had to like write long form, and then that was hard enough.
• 25:26
  SPEAKER_00: Like it was just this daunting task.
• 25:28
  SPEAKER_00: And I felt like if I didn't have enough time to do to like sit down and write the whole chapter in one go, then I couldn't do it.
• 25:36
  SPEAKER_01: I couldn't just feel this in university.
• 25:39
  SPEAKER_01: I was like, I only did I collected all the information leading up to doing a paper, but when it came time to write the paper, I had to have like an eight-hour block.
• 25:47
  SPEAKER_00: Yes, you know what I mean to do the bulk of it.
• 25:50
  SPEAKER_00: Yeah, yeah.
• 25:51
  SPEAKER_00: So then I just wouldn't do it, I wouldn't do it.
• 25:54
  SPEAKER_00: And then I was I was stuck in this like perfectionism of like, well, I can't give it to my editor until I think it's perfect, like I think, you know, and then the whole it's like Cheryl, the whole point of like the writing coach is to submit stuff that's not perfect, get feedback from their perspective, and then quote unquote perfect it.
• 26:19
  SPEAKER_00: So I started literally just not I every every writing coach is um like meeting as a surprise because I sit down and I just go and I just bang out a chapter as if I'm like it's almost like I'm talking a text, like I'm talking out loud as if I'm having a conversation with someone, type, type, type, type, type, type, time, and then I just like literally submit it.
• 26:43
  SPEAKER_00: I don't even reread it, I just have to get it done and off my plate.
• 26:48
  SPEAKER_00: And then it's a surprise every time.
• 26:50
  SPEAKER_00: Uh I just went on the call yesterday, and they're like, this was amazing.
• 26:55
  SPEAKER_00: This was great.
• 26:55
  SPEAKER_00: I was like, really?
• 26:58
  SPEAKER_00: What what what did it say?
• 27:00
  SPEAKER_00: Like what did it say?
• 27:04
  SPEAKER_00: I don't even know.
• 27:05
  SPEAKER_00: Um, so I'm trying my best, but I I'm also finding my groove.
• 27:10
  SPEAKER_00: I thought every chapter had to be like perfect before moving on to the next.
• 27:13
  SPEAKER_00: I was like, that's just not my style.
• 27:14
  SPEAKER_00: So I'm gonna do this my way.
• 27:16
  SPEAKER_00: It's my book.
• 27:18
  SPEAKER_00: I get to write the rules.
• 27:20
  SPEAKER_00: So I sub, I you know, write a chapter, submit it, get feedback, but I just move on to the next.
• 27:26
  SPEAKER_00: And then when the book is done, then I'm going to implement the feedback as a book of a whole.
• 27:35
  SPEAKER_01: Yeah.
• 27:36
  SPEAKER_00: Not and then, you know what I mean?
• 27:38
  SPEAKER_00: And then submit it rather than like piece by piece trying to make every chapter perfect.
• 27:43
  SPEAKER_00: I'm just gonna keep every single chapter messy, but get every chapter done.
• 27:48
  SPEAKER_00: And then I'm gonna circle back and and smooth it all out together when I have it all in one.
• 27:54
  SPEAKER_01: Yeah, it really is, you know, you have to go back to revisit those moments and memories and feelings so that you can really, you know, translate that in written word.
• 28:04
  SPEAKER_01: I also, my own experience have found when I'm writing on a computer, I tend to want it to be perfect the first time.
• 28:11
  SPEAKER_01: You know what I mean?
• 28:11
  SPEAKER_01: You're going, I'm going back and spell check fixing the grammar and spell check and the formatting.
• 28:16
  SPEAKER_01: I'm like, whoa, just like write, just write.
• 28:19
  SPEAKER_01: So just write without, let that all be the way it needs to be.
• 28:23
  SPEAKER_01: But also, yeah, I feel like for you going back to like when you started in real estate and seeing what realtors look like or be like, and then realizing that you're going against the grain, you need to be you.
• 28:38
  SPEAKER_01: It's kind of the same thing with the book, right?
• 28:40
  SPEAKER_01: Like people who write books are like a certain, you know, have the thing has to be so perfect because it's going in print, it's going to be out there, it's going to be, but really leaning into that same thing that made you unique and not want to blend in with whatever that image or perceived image was as a realtor, bringing that to your book and your book process.
• 29:00
  SPEAKER_01: I think that that's a great way to honor that same system and theory that you have and what you coach and teach.
• 29:07
  SPEAKER_01: So I think that that's great.
• 29:08
  SPEAKER_01: Now you're gonna be surprised, but our time has quickly run out.
• 29:12
  SPEAKER_01: Well, I know I was like, what?
• 29:14
  SPEAKER_01: Uh so I want uh I want where do listeners catch up with you, number one.
• 29:21
  SPEAKER_01: Uh, where they can follow along your uh blank pages to bestseller.
• 29:25
  SPEAKER_01: So let us know where we can find you.
• 29:28
  SPEAKER_00: Yeah, that's just my uh my Instagram is probably the best place at share gets, which I'm sure you'll link and they can.
• 29:34
  SPEAKER_01: Yeah, they'll all be in the show notes.
• 29:35
  SPEAKER_00: Yeah.
• 29:36
  SPEAKER_01: Uh Cher, thank you so much for joining us today and sharing your insights.
• 29:40
  SPEAKER_01: I really did enjoy the conversation.
• 29:42
  SPEAKER_01: I think our besties will really, there's some great takeaways, regardless of what industry we're we're in.
• 29:48
  SPEAKER_01: And I really hope my my biggest hope from this episode is that women that are listening will really take to heart dialing in their profit and building their lifestyle from there forward versus I want this lifestyle, uh, this perceived lifestyle, and then they're stressed out trying to make that fit.
• 30:09
  SPEAKER_01: So thank you, thank you for sharing all that.
• 30:12
  SPEAKER_00: Thanks for having me.