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Why Success Starts with 'Why': Insights from Simon Sinek · The Real Estate Agent Playbook

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  Yep, I'm that guy.
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  I just finished reading Star with Y by Simon Sinek.
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  I know it's been out for years and years.
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  However, the content in that book absolutely changed the way I will
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  do my business moving forward.
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  I'd heard it.
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  I've heard a lot of different renditions.
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  I'm going to bring you my insights and I hope it helps you make
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  little adjustments to your game.
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  Even if it's just a reminder to take you to the next level.
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  Stay tuned.
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  What's up guys?
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  Jeremy Kane, Real Estate Agent Playbook.
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  So excited for this one.
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  As you know, I do a book review on almost all the books that I read and I
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  typically try and read about one a month.
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  I'm not the fastest reader, so bear with me.
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  However, if you like things like this, definitely subscribe as I will
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  continue to bring these books on personal development and leadership.
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  To you, as well as a ton of other real estate knowledge, which I so
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  willingly give out to you guys to build a community, to help curtail
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  the real estate failure rate.
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  We are here to win.
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  And if you have any questions, you can always book a call with me down low
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  and I would love to help you, dial in a certain pillar of your business
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  or just have a conversation, provide some inspiration, anything I can do.
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  So let's get into it.
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  First and foremost, Simon talks about the golden circle, right?
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  And this has Y right in the middle of a bullseye.
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  Followed by how and what as you go about.
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  This is a symbolism that obviously, in your core, you need to understand
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  why you are doing what you do.
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  And if you're able to start with that and build the how and the what from
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  that why, you absolutely will continue.
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  And I've done some training and things like this on For real estate
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  agents talking about their why, right?
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  I talked about this actually in a recent video But everyone had their hand up
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  and I said, okay write down your why put your hand up once You know, they
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  had written down their why just quick not a huge thing I said if your why has
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  something to do with a family member or a loved one or a friend Please put
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  your hand down 85 percent of the hands go down if your why has something to
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  do with health or financial freedom, or anything that has to do with kind
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  of that next level, put your hand down.
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  Everybody put their hand down.
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  The point here is that our whys don't differentiate, right?
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  So everybody kind of has the same why.
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  But, if you're going to work every day for your why, certainly, that why gets
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  you out of bed, gets you going, gets your morning routine, gets you working
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  out, all of those things, that's great.
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  So I'm not saying get rid of your why.
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  But when we're thinking business, we need to start with why we're doing it.
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  Why are we here to support these people?
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  And if it's just 'cause you like houses and, and you love people, I will tell
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  you that all the hands would probably go down in a real estate office as well.
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  So we need to kind of dig deeper and this visualization of why,
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  how, what really can help.
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  Because if what we do in our business is 100% tied to our core.
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  The better it will, will come out, right?
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  And so that's the first part of the golden circle is understanding
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  exactly that framework.
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  Start with the core, work your way out, and every single thing you
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  do has to do with that why, right?
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  And, you know, I use the idea of, I help people build wealth
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  through real estate, right?
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  That was my why at first, but honestly, I was helping people buy houses.
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  Right.
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  So I started with the what, because that was my career and I was helping myself
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  build wealth through real estate, right?
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  Because every time a transaction closed, I would get a commission
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  check and that was great.
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  And some people, you know, got lucky because the market and
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  all of that stuff and certainly built wealth with those houses.
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  However, what I was doing didn't really.
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  Correlate with my actual why that I was saying that I thought so when I really
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  dug deep I said, okay Well, this is my why so how and what I do in my business
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  has to all curtail to that And so, you know, that's the implementation of my
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  annual reviews, you know, some gifting things that kind of keep people focused
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  on building that wealth through their real estate journey, and that's a huge piece.
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  If I'm focused on their real estate journey, their specific house, their
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  specific neighborhood, their specific needs all along, and I continue to
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  consult and help them do that and make those decisions along the way,
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  then I certainly am helping them build wealth through real estate.
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  Making those right moves, hiring the right contractors, refinancing when,
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  you know, it makes sense, leveraging that out of that into, you know,
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  multiple properties when the time comes, if that's what they want to do.
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  So it's almost like my why has to be individualized on everybody else's
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  why, you know, once I get into it.
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  So the how and the what has to be, you know, be present on an individual
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  basis so that I actually know what wealth really means to my clients.
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  And so.
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  When I break it down like that, it sounds a lot different than building
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  wealth through real estate, so I can get more transactions.
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  So that was my first a ha moment, and I've absolutely taken that and run with it.
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  I had some portion by the time I read the book.
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  That I needed to do that and I've done annual reviews and all of that.
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  There's a video, back on my YouTube channel about my annual review process.
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  And if you go back and watch that, you'll see, kind of when
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  that shift happened for me.
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  The next thing I want to talk about is building trust and loyalty.
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  And this can be a lot of different in our real estate career, right?
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  Typically for top producers, then we're pushed to start a team,
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  maybe own our own brokerage.
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  That's not the route I took.
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  As you guys know, however, I do lead 80 agents or so at the time of filming this.
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  And the leadership piece is more agent to agent for me.
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  However, When I really stepped back and started thinking about
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  this, that trust and loyalty, I'm leading clients on a journey, right?
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  I'm the leader in the real estate realm.
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  They know that I understand the market.
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  They know that I understand, you know, the basic construction of homes and, and
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  inspection items and appraisals and how to get, not only get through the process,
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  but understand the product as well.
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  And so.
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  Building that trust and loyalty.
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  There's a lot of ways to do it.
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  I actually have a production YouTube channel that I just put
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  a ton of knowledge out there.
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  I view it almost as an encyclopedia and that's a way to passively build trust
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  and loyalty because people know, right?
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  I've had clients say, Hey Jeremy, they don't even ask me how the market is.
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  Typically they just say, I was watching your video and saw this.
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  How's it pertain to me?
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  And I, I don't even go into, you know, the details of what I was
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  talking about in that market update, but I say, okay, how about you?
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  Like what, why, why do you want to know this?
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  And how can I break it down?
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  Because if I just give it a generic answer, I'm going to have
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  a generic relationship, right?
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  If I'm just a one minute, one answer, you know, dude, and I'm not really
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  digging deeper, that's a problem.
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  And so building that trust and loyalty.
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  As you know, a, a leader in the real estate community, right?
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  I'm, I'm trying to build that trust and loyalty with this client from day one.
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  And if I'm not listening to what they're saying and listening to how they phrase
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  the question or understanding why they're asking the question, then it's really hard
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  for me to build that trust and loyalty.
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  Because again, going back to my why, it has to almost be an
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  individual, you know, relationship.
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  Because not everyone's different.
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  No one is in the same place, no one's on the same chapter, and so on.
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  So, always having that, time to build the trust, build the loyalty.
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  Understand that social media and all these marketing tactics that we use are great
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  tools to give you kind of street cred.
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  However, once we get into it Those have to be all generalized, right?
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  That's all general, all general information.
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  You're speaking to your avatar, you're speaking to whoever.
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  So it's, it's more general, right?
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  And then we get down to it and we're talking dollars, cents, bank accounts,
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  you know, stock accounts, whatever.
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  Then we can have the conversation about, okay, this is where
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  this asset of real estate.
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  plays into it, or this is where you're at, or this is why you asked that question,
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  and you know, be very very cautious of building this loyalty and trust, right?
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  And that's not possible if we're picking up the phone because we have a lead from
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  an internet source and showing the house.
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  You have to be extremely successful and in order to turn, that first meeting when
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  you're in a home to trust and loyalty.
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  If you're, you know, just showing the house, opening the door, what
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  do you like, you know, so on.
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  So we can talk a little bit about that and my buyer strategies as
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  well, but, that's absolutely massive.
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  To build that trust and loyalty through finding out what their why
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  is, not necessarily your why, right?
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  And so your why can be general, but their why might be a little bit different.
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  They might want to be, you know, building a real estate portfolio to
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  retire so they can replace their income.
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  They might be wanting to build a real estate portfolio.
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  Not at all, because they just want a house to live in, they don't want to rent.
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  And so, the different stages that people are in is, is super important.
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  So trust and loyalty is, is your number one, when you're in
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  that one on one conversation.
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  And the next is the role of leaders, right?
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  If we're talking about leadership and.
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  In the real estate industry.
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  How are we doing it right?
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  Are we sharing our knowledge?
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  Are we a community or are we, you know, holding back our secret sauce, right?
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  And as the role of leaders adapt, we have to have that.
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  Why that we can get people to buy into, right?
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  If I can get my clients or my agents.
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  Hey, we're helping people build wealth.
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  This is serious, right?
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  We're almost wealth advisors and instead of just finding a home that has the
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  best kitchen, we're using it as a wealth tool, which we absolutely should because
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  that's, you know, that's worked out for me pretty well with seven doors and so on.
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  So, being that leader, taking that leadership role, digging
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  into their why, but then saying, Hey, what about this idea?
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  Do you have any other ideas to get there?
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  Oh, I've seen clients do that.
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  That's not going to work.
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  So if you look at yourself as a leader, as an individual agent, not
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  to mention what group you're with, brokerage or anything like that, as
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  an agent, you are leading your sphere or your people through this process.
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  And so as a leader, you need to ask the questions.
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  You need to develop that strong core.
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  Why, why you're doing it, what gets you out of bed.
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  And why you're doing it for the people you're serving.
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  And then, we need to figure out their why, and we need to be a resource for
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  them as a leader, to make sure that, you know, as far as you can tell, that
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  the steps that are, you know, they're thinking about taking or not taking, are
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  not, you know, maybe they don't coincide.
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  Maybe it doesn't tie back into their why, right?
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  I wanna, you know, build a real estate portfolio, so I
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  wanna focus on foreclosures.
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  Well, there's not foreclosures.
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  Why there's not foreclosures because we've had such great appreciation
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  that most people that have, you know, Hardship or something and are looking
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  at foreclosure have the opportunity to sell and sell their home You know before
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  it gets to the foreclosure status for profit because they do have equity Right.
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  And so you can kind of talk about that and say, we probably don't want to just
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  wait for the foreclosures because it's going to be a long time before those
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  foreclosures come in the form to get you to your goal within 10 years of
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  having 10 homes or whatever that may be.
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  But again, we have to know the why and we have to be the leader
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  and provide that knowledge, right?
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  If, if you're an agent who just says, Oh, you know, the lender.
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  Is responsible for interest rates.
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  Certainly, they are at a certain tune, but you need to know kind of
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  where they're at so that you can help people understand and you can start
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  digging deeper into people's why.
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  And be a resource for them because not a lot of people are going to, you
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  know, Hey, Jeremy, how's the market?
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  Oh, call this person.
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  I don't even know what the interest rates are.
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  Right.
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  And you know, certainly there's rules around disclosing interest rates and all
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  that, and everybody's different, but you should have a base knowledge as an agent.
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  to be able to help advise for the next steps, especially
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  early on in those stages.
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  So that's my rundown of the book.
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  It's absolutely amazing.
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  A ton of great notes and quotes that I have.
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  If you want to dive into further and maybe dig deeper to find your why, I'd be more
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  than happy to hop on a call with you.
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  I do talk a lot about mindset and things like this on this
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  channel and this podcast.
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  So please like, comment, subscribe, share the podcast with your favorite real estate
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  agent or the YouTube link, either one.
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  Love what I do, love helping people.
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  Get to, get to that point.
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  But my why currently is not only to help my clients build wealth through real
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  estate, but help other realtors like yourself build wealth through real estate
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  in a way that fulfills them and isn't, you know, seen as the hustle or the grind.
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  And so I hope that I can do that for you.
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  Please reach out, comment, like, whatever, send me a DM, I'm always available.
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  But, just step back and really think about this why, and try and
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  make sure your why differentiates.
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  If your why, you've heard before, and it's phrased exactly the same, change it.
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  Because if your why differentiates, you will absolutely be a top notch agent,
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  for your people in your community.
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  So we'll talk to you next time.
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  Bye bye.