0:02

50% of the agents in the MLS in Las Vegas,

0:04

50% of the agents did not sell one

0:06

house last year. And

0:12

now, Escaping the Drift, the show designed to get you

0:14

from where you are to where you want to be.

0:17

I'm Jon Gafford and I have a knack

0:19

for getting extraordinary achievers to drop their secrets

0:21

to help you on a path to greatness.

0:24

So stop drifting along, escape the drift,

0:26

and it's time to start right now. Back

0:28

again, back again for another episode of the show

0:31

that gets you from where you are man to

0:33

where you want to be. Like I said in

0:35

the opening and today dude, I know I say

0:37

this all the time, but I got a banger. I

0:40

mean, I got an absolute banger. If you are somebody

0:42

that is in the real estate industry, and I know a lot

0:44

of you that listen to this are man, a lot of you

0:46

are, you're going to want to check this

0:48

lady out because she is a baller. And

0:50

even if you're not in the real estate industry, she

0:53

is such an expert in the arena of

0:56

digital marketing that man, people are

0:58

just lining up to throw money

1:00

at her feet for the privilege

1:03

of being coached by her, for the

1:05

privilege to walk in her circle, for

1:07

the gift of her knowledge. Ladies

1:10

and gentlemen, welcome to the program. This is

1:12

Krista Marschor. Krista, how are you? Hi,

1:15

Jon. How are you? I love your

1:18

intro. Good. You should be

1:20

like a TV owl, TV personality. I'm

1:22

telling you, see, here's what it is, man. Everything

1:25

else is downhill from here. That's it. It's

1:27

like the entrance. That is my goal, is to

1:29

nail that thing out of the park and then

1:31

everything after that is just going to be downhill,

1:33

but that's okay. So Krista, you obviously are a

1:35

top 1% nationwide real

1:38

estate agent, which maybe I am too, which is

1:40

lovely, so which is why we're going to get

1:42

along famously. But you built an incredible business. I

1:45

see ClickFunnel Awards behind you. I

1:47

see, yeah, man, that is like

1:50

Russell Brunson came to your house

1:52

and just redecorated with a bunch of

1:54

stuff. And that in itself is impressive because I got to tell

1:56

you, that's one thing I just want to get to is

1:59

using ClickFunnels for real estate. obviously something you've been

2:01

very, very good at. So how

2:03

did you get into the business? Let's swap some

2:06

stories on how you got in the business in

2:08

the first place. Let me just clarify. So when

2:11

I left real estate to be full-time, I was in a top

2:13

one person agent, 17 years. And

2:15

when I left real estate to

2:18

become a full-time real estate coach, I had sold

2:20

154 properties that year.

2:23

But now I'm only like 20 homes

2:25

a year in production just to keep my finger on the

2:28

pulse so that I'm good for my coaching students. But you

2:30

know, just to keep that, I hate people like, well, I

2:32

look Jeff and you're not selling lean homes on Zillow. It's

2:34

like, I did for 17 years running. And

2:36

then when I went into coaching, I know this, that's now

2:38

I just do as a kind of a hobby to keep

2:40

my foot in the pulse. Can I, can I

2:42

talk about that for a second? Because I love that. And I'll tell you why

2:44

I love it. Because one of the

2:47

requirements we briefly talked about my company

2:49

before we got started here. And one

2:51

of the requirements for every single person

2:53

that's in management for my company, every

2:55

person has to be an active real

2:57

estate agent. I don't have that 150

3:00

year old broker sitting in a chair that, you

3:02

know, hasn't sold a house since OTT6 or whatever

3:05

it is. And they have no clue what it

3:07

takes to sit across from somebody and sell it

3:09

by a brokerage agreement. They have no clue what

3:11

it takes to walk into a house when the

3:13

person before them said they do it for 1%.

3:15

They have just have no clue how

3:17

to handle those conversations because they haven't done it.

3:19

So I think that's so great that

3:21

because at this point, with your success level, you're not

3:24

doing it because you need to sell 28 houses. You're

3:26

doing it for two point because I'm sure you have

3:28

clients that just will not leave you alone. Like you

3:30

try to get out, they suck you back in. I'm

3:32

sure that's number one. But number two, the fact that

3:34

you keep your finger on the pulse for your clients

3:36

is great. I think that's one. Yeah. Well,

3:39

especially with the changing market. I mean, the reason I

3:41

was always in the top 1% no matter what the

3:43

market was is because I was always evolving and adapting.

3:45

And I think that's a real flaw

3:47

for not just real estate agents, especially real

3:49

estate agents, because the barrier to entry is

3:51

so easy. But even any industry, right, you

3:53

have to adapt and evolve. And especially with

3:55

everything we have going on right now, it's

3:57

even more important to, you know, just really

3:59

know what's going on and be able to

4:02

educate people and where

4:04

you know, the everyone not

4:06

just the seller and the and

4:08

the realtor, the buyer, the global economy. I mean,

4:10

a third of our economy, I think it is

4:12

maybe a fourth it is is like real estate

4:14

related. So it's a lot going on right

4:16

now. So it's interesting

4:18

that you said that. So when did you

4:20

get what did you get to coach and

4:23

let's start this? When did you start coaching

4:25

full time? 2000 2018. Okay,

4:27

2018, you made the transition from

4:29

full time coach. What was

4:32

the draw? So when you were an agent,

4:34

was it just you solo agent? Do you

4:36

have a team? I mean, how did you

4:38

know that this was something that you loved?

4:40

Hey, this is Steve Simpson. I'm a proud

4:42

partner of Escape the Trip podcast with Jon

4:44

Gafford. And I've got something for you for

4:46

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5:01

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5:03

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5:05

simpsdistillery.com. So

5:08

I was a solo agent for almost the

5:10

entire time. And I brought my

5:13

brother in to help me so that I could

5:15

transition out. And so would you

5:17

he had worked with me for about three years, we were averaging

5:19

150 160 homes a year. And I was just teaching him like

5:24

you know how to do it. And then one day I was like, I'm done. So the

5:27

year I left, we did 154 properties. And then, then the next

5:30

year when I was out of it, and just kind of helping him, we did

5:32

101, then 69, then 65. And then I complete like I was not in

5:37

it, even when we were doing 100 properties, you know,

5:39

I was just kind of helping him maintain all the

5:41

backlog from all the marketing that we had done. So

5:44

prior to getting into real estate, I was a

5:47

teacher, I taught third grade for six years, and

5:50

then went straight into real estate, to,

5:53

you know, to kind of make more

5:55

money and all that good stuff. If

5:57

you were from third grade teacher to

5:59

dealing with third grade mentality of Exactly.

6:01

That's why I was so good at

6:03

it. Yeah. Yeah. Plus

6:06

my husband at the time had an affair on me

6:08

and he like emptied our bank accounts we had just

6:10

bought in a brand new house. And so I like

6:12

just left my full-time teaching job to be a stay

6:14

at home mom to find like no money in the

6:16

bank, brand new mortgage and two little kids like under

6:18

the age of, you know, four and a half. So

6:21

I was like, ah, I have to make this work.

6:23

And so I, you know, I went from zero

6:25

to hero and did 69 homes my first

6:28

year in the business. So how'd you learn the

6:30

business? How'd you learn? I just,

6:32

you know, before I even got my license, while

6:34

I was studying for I sat in the office

6:36

for, you know, four months and I just followed

6:38

everybody around and studied my license there and went

6:40

on every appointment with them. And then I just

6:42

kept picking classes and educating myself. And then I

6:44

quite frankly, because I was

6:46

so successful so quickly, I ended up looking outside of

6:48

real estate to figure out how to do real estate,

6:51

meaning, you know, everyone else is doing all

6:53

the same thing. And I became a marketer very early on.

6:55

And this is so dumb. Like it totally ages me because,

6:57

you know, I'm going to be showing you how old I

6:59

am now. But I like when there used to be, you

7:01

know, signs that people would do black and white

7:03

flyers, I'd do like four page colored brochures and

7:05

I'd take like a CD and I'd put like

7:07

50 pictures on the CD with my, the

7:10

little label on it with my picture and put

7:12

that on the flyer box as well. You

7:14

know, and I started just doing things like nobody

7:16

else was doing. And then I'd see like the

7:18

top producer on buses. So I'd like get a

7:21

loan and I'd put myself on buses and I'd

7:23

put myself on Comcast television. And I just like,

7:25

I just went all in. I was like, man,

7:27

I have to make this work. And then

7:29

I was like the top one, top agent, like year

7:32

after year after year, like the first year on,

7:34

you know. So that brings up an interesting

7:36

point, though, something you said, which is you went

7:39

to class, you sat in classes, but you also

7:42

got yourself in the hip of a lot of other

7:44

people because this is my philosophy. Feel free to disagree

7:46

with this philosophy. Yes, I will. In

7:48

my brokerage, we don't have any new agent

7:50

training classes. I don't have any because

7:53

the only way you can come work here is

7:55

a brand new agent. The only way you get

7:57

through our doors is on a team that

7:59

is the. only way you can do this because

8:01

I did this because coming out of another

8:04

model that I owned prior to this

8:06

business, which was the education brokerage, whatever,

8:08

quote unquote, where- They

8:11

broke education there. No,

8:13

dude, where it was tons of education, but

8:16

it seemed like every day I'm sitting here

8:18

teaching these classes in this brokerage and

8:20

I saw the same faces every day in these

8:22

classes. And I'm thinking, dude, you'd be better off

8:24

just calling the phone book right now and sitting

8:26

here listening to this again because if you're not

8:28

clients, what are you doing? Like, why does this

8:31

matter to you if you're not going to go

8:33

get a client? And, you

8:35

know, I came up in the business by

8:37

being on someone's team. That's where I started. Like, I

8:39

started- It's a great way to start, I

8:42

think, and plus you learn- Dude,

8:44

I was very successful. I was very successful in a

8:46

lot of other businesses. And how I

8:48

got in the business was I was on The Apprentice

8:50

many, many moons ago. I saw that.

8:53

I saw you on The Apprentice. I was like, oh my God,

8:55

this guy's a baller, man. And then when

8:57

we sold our tech firm coming out of that, Kendra Todd,

8:59

who had won my season at The Apprentice was in real

9:02

estate. And she was like, get a real estate license,

9:04

come sell real estate with me. It'll be fun. And

9:06

so I started on her team on a

9:08

50-50 split, even though we were friends. And

9:10

she knew, I mean, I wasn't very successful.

9:12

That's how I started in the business because

9:14

here's why. Here's my philosophy to it. If

9:17

you're in a brokerage or you go to a company that has

9:19

a big classroom and all these people walk up front, they teach

9:22

these classes and you're sitting there watching this stuff, that

9:24

person gets paid exactly the same whether you

9:26

succeed or not. Now, if

9:28

you get on a team where this person is like,

9:31

okay, I'm going to pay for

9:33

marketing that is then going to produce leads

9:35

that I'm going to place in your hands.

9:37

So now if you are not successful, I

9:39

am losing both time and money. I

9:41

just feel that that scenario produces far more

9:43

winners in our industry than the classroom setting,

9:45

which is why we have a 90% failure

9:48

rate. I don't

9:50

believe in it. So we do not do it at

9:52

all here where we have classes. Now, I

9:54

also like to think that coaches like you are

9:57

level up coaches. I mean, do you teach

9:59

kindergarten or are you finishing school? What do you do?

10:01

I teach a doctorate in real estate and

10:03

digital marketing. Your PhD, you're finishing

10:06

school. You're like us. Anybody

10:08

will tell you that's not, they're like, man, I went through a

10:10

quarter year, a year of masters degree in marketing and I learned

10:12

more for you in six months. And I

10:14

learned in my senior year of school. But

10:16

I dig that because people will come to us and

10:19

I'm like, look, here's the deal. This is like the

10:21

Yankees, right? You don't just show up and play ball

10:23

here. You got to be a player through the minor

10:25

leagues. You come through our development system

10:28

and then you get to be a standalone agent or you go

10:30

learn somewhere else and then you come back when you're sick of

10:33

paying for nothing. Then you come

10:35

back when you get to, because I did the

10:37

90% failure rate with agents for years and it

10:39

just, it was exhausting to me. I just, well,

10:41

and most, I don't know, I think it's actually

10:43

more than 90%. I mean, you know how

10:46

it is. They take the average, the NAR

10:48

says that the average realtor sells 12 homes a

10:50

year, which is bull crap. I

10:52

actually did the math once. How many homes, and this is, this is

10:54

a couple of years ago, but like how many homes sold in

10:57

the US divided by the amount of realtors and

11:00

then I did it in my state and it was like 1.3 homes

11:02

was the average because you have

11:04

the big dogs like you and me that are selling 150, 170 homes a year.

11:08

Then you got the guys that are selling one home a year

11:10

and that average is 12. It's really not

11:12

12. It's like 1.6, 1.7. Yeah.

11:15

Well, dude, 50% of the agents in the

11:17

MLS in Las Vegas, 50% of the agents

11:20

did not sell

11:24

one house last year. Yeah.

11:27

And it's just, and it's always been just the, you know, it's

11:30

the people that just want to say that they have something to

11:32

do. Oh, it's amazing to

11:35

me though. Like, you know how there's

11:37

all this, with all this NAR

11:39

stuff, you know, I like completely dove

11:41

in headfirst and just, I spent like

11:43

over, honestly, over like 60 hours

11:45

creating like a buyer course, like to, to help

11:48

my, my students to be able to justify their

11:50

commission, justify their, and so I did all this

11:52

research on the NAR and all these things and

11:54

it was funny because when I was researching it

11:56

and trying, like my goal was I'm going to

11:58

establish this agent as a agent. the authority and

12:01

make the person on the other end, the buyer,

12:03

the seller, see just how much they're doing, how

12:05

many parties are involved in just how involved the

12:07

real estate transaction is, which it is so

12:10

complex and one of the hardest jobs I

12:12

believe that you can do if you do it

12:14

well. And you having a lot

12:16

of experience, you can see all the crap

12:18

show that it can be and how many things can go wrong

12:20

based upon the inadequacies and the inexperience

12:23

of the person on the other side and how

12:25

much lack of control you have from what they

12:27

do or not do. Well,

12:29

the fact that people are selling one home,

12:31

five homes, quite frankly, 10 homes a year,

12:33

they're never going to be an expert. It's

12:37

just amazing to me, honestly,

12:39

how low

12:42

the industry standard is based

12:44

upon the money that the industry makes

12:46

upon what they expect and allow from

12:49

agents and how much power, quite frankly,

12:51

agents have to ruin somebody's life and

12:53

their financial well-being. It's crazy to me. Now

12:56

for those of you that are listening to this that

12:58

have no idea what she just said, what

13:00

I mean is not about the buyer part, about the

13:02

NAR part. That's the part where we probably lost you.

13:06

I think 95% of that, everybody's got it, Krista, but it

13:08

was just that little part about the NAR thing. But

13:10

those of you that don't know, there

13:13

was a lawsuit that happened in the lovely

13:15

state of Missouri called, what was it? Sitzer

13:18

Burnett is what it was called. I always say it wrong,

13:20

yeah. Sitzer Burnett. Essentially

13:23

what it was, was these people formed a class

13:25

action lawsuit saying that the

13:27

big dogs, all the big

13:29

brokerages, Keller Williams, Berkshire Hathaway,

13:32

KW, all the big companies

13:34

had colluded together to artificially

13:36

inflate commission costs by

13:38

making sellers pay buyers agents commissions,

13:40

which is just part of how

13:42

this business has always kind of

13:45

gone through a concession. Again,

13:49

I don't think that I thought the case was

13:51

meritless. I thought it was baseless. I thought it

13:53

didn't make any sense. Now, neither did any of

13:55

these companies. These companies did not think that this

13:57

was going to go anywhere, but unfortunately they led

13:59

a jury. of 12 renters,

14:01

people that have never gone to the office. Did

14:04

you know that? They were renters. Were they

14:06

all renters? All renters. No, no,

14:08

no. Went through the home buying process.

14:11

Not one person. I did

14:13

not know that. Oh my gosh. And I don't want

14:15

to say it. You said, well,

14:17

how it's always customarily been that traditionally, and

14:19

you're not legally allowed to say that, but

14:22

the seller used to pay the buyer's commission,

14:24

which by the way, has always been negotiable.

14:26

There's no standard reason like that. But

14:29

the thing about this is that

14:31

agency came into play because of

14:35

rights back 20, 30 years ago, where

14:37

they said, hey, how you guys are

14:39

doing this is not fair housing. You

14:41

need to have representation for buyers. So

14:43

the whole reason that buyer's agencies went

14:45

into play to

14:47

take care of the consumer, now they're

14:50

saying, we did the opposite. So it's

14:52

just the whole thing is just crazy. It's a mess. So

14:54

anyway, long story boring, jury awards $1.8 billion,

14:58

because the violation of the Sherman antitrust act, it

15:00

now becomes triple damages to like $6 billion. Well, guess

15:03

who doesn't have $6 billion? None of

15:05

these companies got $6 million. Like nobody got 6

15:07

million. So then this is what happened. All

15:09

of these companies started to settle. And

15:11

here's the second fun part of what happened is 28 look

15:14

alike cases like this popped up all over

15:16

the country, where literally they just copied the

15:18

lawsuit and changed the names. How do I

15:20

know that? Because my name was on the

15:22

one for Nevada, which sucked. Oh

15:25

geez. We got named in the

15:27

Nevada lawsuit. Well, National Associated Realtors comes

15:29

along to save the day. They

15:31

settle for $418 million. And

15:34

part of the changes they say that the way that we

15:36

do business can change. Now, luckily for me, why can I

15:38

talk about this? Because part of the settlement

15:40

was any company that did less than $2 billion in

15:42

residential sales for the year of 2022 would be covered

15:46

under their agreement. Good

15:49

news for simply Vegas, 1.98 billion in

15:52

residential sales in 2022. Oh

15:55

geez, man, right under the radar.

15:58

Dude, a buddy of mine in Florida, I won't name. memorize

16:00

company, but a buddy of mine in Florida

16:02

did 2 billion, 25

16:05

million. And they wanted like $9 million in

16:07

settlement for them. Oh my

16:09

gosh. I

16:11

mean, he's obviously they're still working through it. But man,

16:13

I mean, it was when I saw

16:15

that and we ran the numbers and added up all

16:17

residential was a happy, happy day for us that day,

16:20

which is Yeah, I honestly,

16:22

it's just it's, it's insane. And what's even

16:24

crazier about it is like just a lack

16:26

of knowledge from the consumer.

16:28

You know, real estate agents are so

16:30

undervalued. And quite frankly, I think most

16:32

of them are right. Most agents put

16:34

a sign up, put it on

16:37

MLS, never do any work, never do any

16:39

marketing, don't have any idea about how to

16:41

negotiate or take care of what the client's

16:43

best interests are. They're more worried about their

16:45

commission because they are barely making it, you

16:47

know, so most agents are overpaid. And I

16:49

don't mean to sound mean

16:51

when I'm saying that, but it really is true.

16:53

They're not educating themselves. They're not they're not learning

16:57

how to differentiate themselves. They and quite frankly, don't have

16:59

the client's best interests are in most cases. Now most

17:01

people are gonna be hating me when I say that

17:03

but that's the average agent that sells one or two

17:05

homes a year. They just got their license because they

17:07

want to sell their friend's house across the street. Right.

17:10

This is a very lucrative career

17:13

if you can learn to do it right. And

17:16

unfortunately, most people will not take the time

17:18

and the detail and the attention that it takes

17:20

to like I recently did the research of

17:22

what like how much a doctor makes an

17:24

attorney makes a financial advisor makes all the

17:26

way down to you know, those dentist

17:29

police officer teacher, right.

17:32

And the teacher was the lowest at 60,000 average

17:35

a year. The doctor was the highest I think it was 280,000 a

17:37

year and I was like, you know, I'm selling houses

17:41

that are way less than you my best month in real

17:43

estate. I sold 26 homes and I made $360,000 in a

17:45

month, which is

17:49

six point like two times what a doctor makes in a

17:51

year. The doctor has to go to school for 13 years

17:53

and he has $400,000 in

17:55

debt. Just freaking learn how to

17:57

differentiate yourself and learn how to like position

18:00

yourself as the authority and actually be that

18:02

authority in real estate. Do

18:05

your due diligence, do your job to become

18:07

a badass, but no one's willing to

18:09

do it. They want everything just handed to

18:12

them and it's so easy and that is

18:14

the reason why we are undervalued and

18:16

the society right now and the consumer is

18:18

just baraging real estate agents and saying how

18:21

we're not needed and how horrible

18:23

we are and they're right in

18:25

a lot of the cases. But

18:28

when you really, really know what's involved and you've had

18:30

the experience to deal with the people that are selling

18:32

one or two houses a year and the gross mistakes

18:34

that they make, you

18:37

and I know that not to be true,

18:39

right? But the public is just going after

18:41

the juggler

18:43

of agents right now. So anyways.

18:46

They definitely, I mean, again, it's a

18:48

reputation well-earned. You

18:51

know, again, back to- Still

18:53

being earned. We

18:56

go back to my company and I'm

18:58

not trying- The only reason I'm talking

19:00

about the company so much is because I'm talking about real estate. So

19:02

it is pertinent to this. People if you're listening, I'm not trying to

19:05

just not commercial for what I'm doing. But

19:07

our company, I'm the only broker that I know in

19:10

Vegas anyway. We do what's called the purge. We don't

19:12

play the horn and kill people. But like if you're

19:14

not doing here, you don't get to do here. There's

19:17

a lot of places. I love people like I'm looking for a place to

19:19

hang my license. I'm like, bro, if I did one deal every three years

19:21

and want to hang my license, I'm going to hang myself if I was

19:23

you too. If I was your license. Yeah.

19:25

Yeah. That's

19:28

awesome. That was one of my weaknesses

19:30

is that I'm not the best. I'm just so

19:32

self-motivated for me to have a team.

19:35

I can coach people very differently. But when it comes

19:37

to my own personal real estate team, I just,

19:39

I'm not holding people accountable. So

19:42

it's like, and I'm, plus my brother worked for me and

19:44

my daughter works for me now. It's like, it's so hard

19:46

to do. It's so hard. It's

19:48

so hard. You know, this is, I mean, we take

19:50

it all the way to our entire company level. Like

19:52

every six months I'll pull the list. If

19:54

you haven't done anything, I mean, like there's

19:56

another company in town that's a hundred percent

19:59

shop. one recruiter because I send

20:01

them all these people because here's the way I

20:03

look at it, right? Like it's not cheap to

20:05

be here. Like it's not, it's not an expense

20:07

for my company. So if I'm continuing

20:09

to let you just drift along, I mean, escaping the

20:11

drift and then the podcast, if I'm continuing to let

20:13

you just drift along with the currents, I'm not doing

20:16

you any favors. So yeah, but

20:18

again, and people might hear that, think

20:20

that's harsh. I have never invited

20:23

anyone to leave the company that wants to invest

20:25

in improving themselves. But they're like, what can I

20:27

do to get back on track? Hey man, I'm

20:30

all in on you. I'm all

20:32

in with you. But so many

20:34

people in this industry are like, well, I

20:36

took another job and I just been really

20:38

focused on it. How many people

20:40

are saying that right now too? Like John, people

20:42

are like, I'm just going to get in their

20:45

job. I'm like, you cannot do real estate part

20:47

time. Like you're going to go work under the

20:49

shiny lights with some kid that's 24 years old

20:51

that barely graduated from high school, being your boss,

20:54

clocking in, clocking out and like

20:56

being on a, what? Just manage

20:58

your time, get up

21:00

your skillset, increase your knowledge and

21:02

fricking go to work. You

21:05

can make, I think real estate is one of the

21:07

most lucrative businesses that you can ever do.

21:09

Like, I mean, I think it's

21:11

so lucrative you would just learn to do it,

21:13

but most people, they want all the glossy cars

21:15

and the shiny houses or whatever, reverse that. But

21:17

they're not willing to do any of the work

21:19

for it. They're like, oh, it got hard and

21:21

I got, I lost a listing and I got

21:23

hung up on and I'm just, you know, I'm

21:25

not quitting. You know, it's funny. I had Ryan

21:27

Serhan on here and I accused him of ruining

21:29

the real estate business. I said,

21:32

cause here's the problem with millionaire listing because they

21:34

were, they negotiate all the deals in, in, on

21:37

the phone. And I'm like, I don't negotiate shit

21:39

on the phone. I'm like, my

21:41

standard response is I can't, I can't talk about an

21:43

offer I don't have. You want to

21:45

put it on paper? I mean, something's executable. This is

21:47

not a million, man wants to play millionaire listing. So

21:49

I accused him of ruining the business. And he was

21:51

like, he goes, no, in New York, man, that's really

21:54

how it is. Like you really, that's really how it

21:56

gets done in New York. He has not so much

21:58

LA or the other markets when they're in, they just

22:00

do that for TV. because it works. But he goes,

22:02

Yeah, New York, he actually didn't really sell just for

22:04

the record, everyone, all these people you see on selling

22:06

sex and all that stuff. They are not even doing

22:08

it. All of its fake. They only think they have

22:11

their licenses and they don't have to go say anything.

22:13

So do not let that stuff hold you because it's

22:15

a bunch of crap. No, Ryan's a beast. I will

22:17

give him one. Yeah, dude,

22:19

he's grinding every day. That dude

22:21

grinds. He does. He is. He's

22:23

an absolute machine and his level

22:26

of commitment to growing his business

22:28

is probably, it makes

22:30

me think about like Tim Grover. You know, Tim Grover

22:32

talks about all the time. It's not what people always

22:34

wonder what champions have. It's not what they have. It's

22:37

what they don't have, which is an off button. They

22:39

don't have a stop. I have that

22:41

button to God, I hate it. I'm just like, he

22:43

doesn't have a stop. He can't do it. Yeah.

22:46

It's wild. That level of success. But coming

22:49

back to what we're talking about with it, with

22:51

this Burnett case, the big changes for real estate

22:53

and what, how it's gone forward really, here are

22:55

the changes. The changes

22:57

are that the sellers can

23:00

no longer quote unquote advertise

23:02

advertising the keyword to

23:04

pay part of the buyer or all of

23:06

the buyer's agents commission. They, they're not saying

23:08

they can't do it. They're saying they can't

23:10

advertise it. So in the MLS, it's no

23:12

longer there. I think this is

23:14

going to be a complete shit show. I

23:17

know that there is an MLS pushing back

23:19

on it because they are already seen into

23:21

the future and understanding this may shit show

23:23

of the transparency here is going to be

23:25

awful. I mean, it's just going to be

23:27

dreadful because before it was very transparent. Now

23:30

it's not at all. And the

23:32

point is everybody needs to get paid somehow,

23:34

right? This is actually going to help listing

23:36

agents. I believe I used to, I have

23:38

never done open houses. I hate open houses.

23:40

They suck. I'd much rather spend my weekends

23:42

on the boat and having a good time.

23:44

So I, I've always taught all my students

23:46

open houses suck. Well now I'm like, you

23:48

know what now actually open houses don't suck

23:50

because buyers are going to be looking and

23:52

buyers now it's going to be an opportunity

23:54

for you to grab buyers because buyers, you,

23:57

they have, they have to sign an agreement before you can actually.

23:59

show them and now this is actually gonna be a good time

24:01

for you to do to do an

24:03

open house. But here's what's going to happen. Specify

24:05

that. It open houses you don't you can walk into an

24:08

open house you do not have to have a sign agreement.

24:10

But if they're gonna talk about pricing and

24:12

then show them another house and do all

24:14

these things, then yes, right. If they, they

24:17

even send listings to somebody, if you're gonna

24:19

send somebody listings, you have to have a

24:21

buyer broker agreement now. So that's

24:23

what's gonna happen is buyers agents

24:26

are gonna go away. Right? People

24:28

are and the consumers like, oh,

24:30

you're not gonna have to pay a

24:32

buyer's agent. Well, yeah, you are somebody's gonna have to

24:34

pay them if they're going to be there, right. So

24:36

what will happen is you're going to now have discount

24:38

brokers are going to advertise for 1%, which is what's

24:42

done about that is if they have an agreement for 1% and

24:45

the seller is willing to pay 3%, they only get paid 1% they're

24:49

kicking themselves in the back and losing that 2%

24:51

the the whole commission

24:53

that the actual seller would pay. And it's

24:55

just going to cause so many more problems.

24:57

And also, buyers are not I

24:59

don't want to show that I don't want to see that house

25:01

if they're not paying a commission. So now talk

25:03

about and what do they call antitrust or whatever. Now

25:05

they're only going to be paid, you're going to call

25:07

and say, Hey, John, are you paying commission? Yes, what

25:10

is it? Oh, it's 2%. Okay, buyer, I

25:13

have a contract from you that you'll pay 3%. Well, it's

25:15

a 1% difference

25:18

buyers gonna say, I don't want to see that house. So

25:20

it's actually gonna hurt sellers, they think it's going to help

25:22

them, they're going to save money, longer

25:24

times on market, less showings, it's gonna, it's not

25:26

good for anybody. So I there's gonna be I'm

25:28

sure things are going to come into play like

25:30

it always does to fix this. But the consumer

25:33

is just so uneducated about this. And

25:35

they're taking all the hype of the

25:37

news. It's like, and quite frankly, I

25:39

just recently had a broker explained to

25:41

her brokerage, like the

25:43

whole lawsuit completely wrong. She's

25:46

like, sellers could not pay commission. And I'm like,

25:48

um, yes, they can. I was like, I was

25:50

literally her old I'm like, I

25:52

didn't say anything. I'm like, this is a broker right

25:54

now on her team meeting. I

25:56

was there selling the everyone that broker sellers

25:58

are not allowed to I'm like, oh

26:01

yes, they can you just can't have it on the MLS. It

26:03

can still be negotiated You can stay can still pay it just

26:05

be a It could be

26:07

on your personal website You can have it

26:10

on your personal website on your listings on your site saying

26:12

we will pay whatever That's not

26:14

what should be a great thing to do to

26:16

say refer here, you know But it's just a

26:18

matter of educating the seller to like once you

26:20

educate a seller and it's like

26:22

game over They're like, oh, okay. I get it. You know, no

26:25

problem, you know, you know and just be

26:27

careful not to say customary standard traditional Yeah,

26:30

you'd be really careful about that. Yeah. Yep. We

26:32

have added pages into our into all our

26:34

buyer and seller books, right? Like

26:37

our buyer guy that we've always has 40 pages

26:39

long. It's it's awesome. It's a book But

26:42

we've added pages for explain the NARS settlement explain

26:44

exactly what it is explain all of those things

26:46

now for me I have mixed feelings about the

26:48

buyer broker agreement I'll tell you why which

26:51

is if you were to walk into my office

26:53

right now and look at the board. I would

26:55

guesstimate 70%

26:58

of the deals on that board they were working with another agent

27:00

before we got them because 97%

27:06

according to an AR which is probably not

27:08

even true had dual representation.

27:10

So for 14 years Nobody,

27:13

especially on my team gets in a car without a buyer

27:15

broker. It does not happen You

27:17

do a full we do a full buyer presentation.

27:19

We explain the benefits of working with us. We

27:22

signed the buyer agreement We've done this for 14 years

27:24

and I've been able to take away so many clients

27:27

Because of this and now kind of the mess of what's

27:29

gonna happen with this is you're gonna have Some

27:31

people that don't know what they're doing that their friend's

27:34

cousin is a realtor fine But before we do this,

27:36

you just gotta sign this and now they're gonna be

27:38

stuck to this knit with it where we

27:40

can't take them away Right because

27:42

by a broker that's the only that is the only

27:44

reason I mix feelings about this

27:47

Okay, let's just let's just talk now about Zillow.

27:49

Okay, I have to say this This is like

27:51

I have to talk put Zillow on blast. Did

27:53

you do it? Zillow

27:55

came we're gonna save the day captain

27:57

save a hoe for these teachers And

28:00

we have an agreement that we have to help

28:02

the public where you can cart somebody around for

28:05

two weeks and show them all the houses and

28:07

be tied to the money for two weeks and

28:09

you can back out. I'm like, it

28:11

doesn't take two weeks. It takes one hour to prove

28:13

your value add. I'm like, what are you talking about?

28:16

Do not sign that Zillow thing

28:18

that Zillow's trying to help the public. I'm

28:21

just like, whatever you do. Yeah,

28:23

you're talking to the guy that from the main

28:25

stage at Inman, basically

28:27

called Zillow, said Zillow was perpetuating

28:30

the largest theft on the middle

28:32

class in the history of America

28:34

with their iBuyer program. Oh,

28:37

and you were smart because look what happened with that. Can I share

28:40

my screen here? I want to show you something. Can I share it

28:42

or no? I think you can. I don't think you can. I don't think

28:44

you can or not. Let's present. I'm not

28:46

used to this one. Let me see here. Oh, present,

28:48

let me see here. You

28:51

got it? I want to show you something. Okay, let

28:53

me just show this to you really quickly. I don't think you

28:55

can see it or not. Let's find out. I was gonna

28:57

let Shera screen. It'll,

29:01

I'm gonna have to do this. Do, do, do, do, do, do, do,

29:03

do, do, do, do, do, do, do, yes, allow on, allow

29:07

off, cancel. Those of you listening

29:09

to us, you're gonna have to go check this

29:11

out on YouTube or you can always see this

29:14

stuff on YouTube, sticktodrift.com, blah, blah, blah, blah, for

29:16

all your video needs. Okay,

29:18

can you see my screen or no? Let

29:20

me add it. Okay,

29:22

there we go. Yeah, look at that. So

29:24

this is like a home buyer course that

29:26

I created, right? The first, this whole thing

29:29

talks about, explains the entire NAR lawsuit, what

29:31

it does, how it is, and

29:33

then this one talks about the buyer's

29:36

compensation and then literally goes through every

29:38

step and why you need a buyer,

29:40

buyer's agent, right? And how it affects

29:42

both parties. We already had something similar

29:44

to this, but we just called it a course, just so

29:46

it would like, kind of like, oh, you have a course,

29:48

you've, wow, I don't know any

29:50

agents that have a course. But even just this

29:53

first video here, I know it's kind of a

29:55

long 13 minutes, I'm obviously not gonna play it,

29:57

but just this alone, it's like, holy crap, I

29:59

didn't realize that. that. This is

30:01

the kind of thing that every single agent

30:03

needs to do. And this is what I

30:05

was, I spent like 60 hours just really

30:07

understanding this and kind of figuring out. Can

30:09

I make a comment? Yeah. I

30:13

couldn't hear what you were just saying, but I'm going to give

30:16

you, I'm going to give you props on something, but no,

30:19

no, just from what I saw, not from what

30:21

I heard, because I think a lot more people

30:23

need to do this. If you're going to make

30:25

a long form educational video as Krista just showed

30:27

us what she did, she had

30:29

it edited in the same style as a

30:32

short form video with a lot of moving

30:34

graphics, a lot of background, a lot of

30:36

B roll, a lot of overall, because that's

30:38

how people are used to watching video now.

30:40

And if you don't hold their attention, you're

30:42

not going to keep their attention. If you're

30:44

going to do talking head for 13 minutes,

30:47

you're dead meat. Agree, disagree. Absolutely.

30:49

And that basically that what that was, was it was

30:51

just a funnel, right? So I basically just created a

30:53

funnel, called it a buyer course.

30:56

And I'll tell you what, we do

30:59

a marketing video that we send out

31:02

prior to going on a listing appointment that really

31:05

talks about all the things that we do that

31:07

are so different. We don't talk about open houses

31:09

or broker store. We talk about digital marketing, geo

31:11

targeting, all these different things that we do. People

31:13

watch it. I've had agents say, nobody will watch

31:16

that. I'm like, yeah, they do because we can

31:18

track it and it's people's most valuable asset. And

31:21

even myself, we're an escrow right now for

31:23

a commercial property. And I didn't represent myself because

31:26

I'm not an expert in commercial. And

31:29

so I hired an expert realtor who

31:31

specializes in commercial to help me. People

31:34

do not understand just how it's

31:36

a very complex process and people

31:38

want an expert. So you've got

31:41

to position yourself as such, right?

31:43

But most agents are not willing,

31:46

like men really, to do that for years. I want

31:49

to see your 40 page buyer book team. And I

31:52

did my like 30 pages and I

31:54

didn't that fight 25. Yeah, it's pretty,

31:56

it's pretty elaborate. Yeah, that's good.

31:58

But like for you, like you use that that

32:00

as a funnel for me. Although I wrote this

32:02

book, Buyer Blueprint. This is not a

32:04

cheesy ghost written book. It's an actual fricking book

32:06

written by me in a New York Times. So

32:08

I get it. So this is my buyer book,

32:10

my buyer guide. Love it. Yeah, I've

32:13

got, what we do is, you know,

32:16

when we get something, I know you're a big fan of the box. I

32:18

love the box too. Yes. I

32:20

love the box kits. We have high gloss

32:23

blocks, beautiful, that we drop off that contains obviously

32:25

our seller book. A lot of our samples of

32:27

our brochures and all of those things. I own

32:29

my own digital printing press, which makes it a

32:31

lot easier to print off at scale. I told

32:33

you we were vertical integrator. I own it all.

32:35

I'm gonna spend money on it. You do, man.

32:38

You own every aspect of the real estate. Oh,

32:40

I know. But I also, I use those video

32:42

books, right? The books that open up the book. Oh yeah,

32:44

those are so cool. I use that

32:46

to explain how we do our commissions. Because I

32:48

find that even, especially in the high end, most

32:51

of the times you walk in, they don't

32:53

care about, they just want, can we get to

32:55

the numbers or how you charge? And I don't

32:57

talk necessarily about, specific

33:00

numbers, but I talk about how I do commissions, which is a

33:02

little different than a lot of, how a lot of people do

33:04

them. But I just want to get over the concept of how

33:06

I do it. So when I'm there, it's

33:08

not foreign to them or I can tell right

33:11

when I walk in, they're either really jazzed about how I do

33:13

it or they're not. Like it doesn't matter. Yeah.

33:15

Yeah. So what are your, what's your normal price range

33:17

that you do? I

33:20

don't go to a listing unless it's at least seven figures. Like

33:23

if it's not, and here's a cool thing. Like

33:26

I'm gonna tell you. So here's a

33:28

cool thing. So obviously I

33:30

told you with the scope of our business, with title,

33:32

with mortgage, with everything that we do, for

33:35

the last like four years, I've really just been

33:37

focused on the company. I've been focused on personal

33:39

business at all. I have a team

33:41

of 12 agents that work directly for me as my

33:43

personal team, that I've been handing everything off to for

33:45

the last, you know, the last

33:47

four years. That team still does between 150, 200

33:49

deals a year, just

33:52

standardized deals, what comes in on our website

33:54

based on our, our funnels and our marketing

33:56

that we do. And I

33:58

was in Orange County in my house. a

34:00

Newport maybe three months ago. And

34:02

a buddy of mine was like, you know, God, I can't

34:04

believe houses are going to be 25 million in Vegas. And

34:07

I said, dude, I never would have thought houses would trade

34:09

for 25 million in Vegas. Like I just even told me

34:11

that 10 years ago, I told you you're nuts. He's

34:13

like, bro, you should like, you should

34:15

get back into doing that. Like now that they're so

34:17

expensive. And I said, yeah, maybe you're right. And he said,

34:20

how long do you think it would take you to

34:22

spin up your luxury business again? I said,

34:24

I thought I could do it in

34:26

90 days. He said, okay, let's make

34:28

it. So we made a bet. 90 days

34:31

today is about day 82 of that. I've

34:34

already taken out a 1.4 million dollar listing of a

34:37

1.6 million dollar listing appointment this week. That'll be nice

34:39

hinge points just to get my hands on because I

34:41

need, I need something to climb with. When

34:43

I get there. We're dropping

34:45

literally push the button today because also my digital

34:47

print is going to mail. So we're

34:49

sending out, I want to say she sent out

34:52

15,000 letters today. High quality

34:54

letter going out to drop that to reintroduce

34:56

to this new brand. They're doing luxury homes

34:58

of Henderson. I built a completely new website

35:00

through luxury presence. We've rebranded everything, new all

35:03

everything across the board. And it took me

35:05

82 days to get here. Now, I probably

35:07

could have done it faster. If that

35:10

was my only focus, right? If that was that

35:13

was all I had to do all day. I probably could

35:16

have done it in much, much faster. But in

35:18

two days, but I would guesstimate that in the

35:20

next 90 days, based on the level of marketing

35:22

that we're doing, the quality of marketing we're doing

35:25

and the volume of marketing we're doing, my

35:28

average sales should be probably three and a half

35:30

million. And I want to turn two of those

35:32

a month. So if I do 7 million a

35:34

month off what I'm doing, that doesn't take up

35:36

too much of my time. As far as what

35:38

I'm doing, I still give incredible attention to those

35:40

clients about what we're doing. And that generates enough

35:44

money that it's worth doing. You know what I

35:46

mean? Oh, yeah, for sure. That's me. That's great.

35:48

That's great. And it's, it's, you got, you got

35:50

a lifestyle. I'll tell you the hardest thing was

35:52

I, as I was doing it, I

35:54

was doing that. I was post it, I was going to post

35:56

every day about it. 90 days to luxury, right? So did the

35:58

first, first video. And I

36:01

was doing it every day. We even know good, bad, or

36:03

ugly, like how expensive it was, what it was. I got

36:05

these boxes, got these boxes. I think, you know, just the

36:07

samples and this and that, blah, blah, blah. I think I

36:09

might've gotten your box template. I didn't go

36:11

with it, but I was just like, you can get this one.

36:14

No, no, no. I don't sell my

36:16

box template. Somebody's so, like, no one was

36:18

doing the whole boxing show. Now all of a sudden everyone is, but yeah,

36:21

it wasn't mine. We just, you just got maybe

36:23

the example of it. But yeah, mine wasn't luxury

36:25

enough for your box. I

36:27

can say, you know. Yeah. Yeah.

36:31

But dealing with Alibaba and all this stuff, which is, oh man,

36:33

I learned so much about knowing Alibaba. I

36:35

love that. Hey, I have a great

36:37

resource, Sherry from China, and she's amazing. Like,

36:40

I buy, like literally I just

36:42

bought, you know, cases of

36:44

my books from Sherry. You're like, give me what I

36:47

tell you. You say, Sherry or

36:49

Sherry? No, Sherry. I'll give

36:51

you her information. So literally I

36:53

have like, shopped her. Oh, Sherry.

36:56

Sherry. Sherry from China.

36:59

So text me and say, Krista, give me your contact from

37:01

China and I'll give you her because

37:03

she's real. It's real stuff, super

37:05

high quality, and you're not getting ripped off. You

37:08

know, it's real. So like, you won't be able

37:10

to see this on my phone, but I'm going to show you here about

37:12

these because we always do. I've always done

37:14

welcome gifts at buyer presentations. I've always done that, right?

37:16

It's like, here's a welcome gift, a lot of reciprocity.

37:18

It's just a nice thing that my agents have always

37:20

done. And we have for years

37:22

just been kind of putting together little baskets. Like, here's

37:25

a little welcome basket. You would find in a nice

37:27

hotel when you came in. Little

37:29

ball of wine, little cheese, little crackers, whatever. And I'm

37:31

like, man, this is going to step this up. And

37:34

I've asked my assistant that handles

37:36

that. I said, what do we spend on those things?

37:38

And she goes, oh, probably until I'm for 20 bucks

37:40

for each one. And I said, OK, cool. Did

37:43

this is like a leather bound,

37:45

embossed journal with

37:48

a really. I may put my phone number

37:50

in the chat. If you got to like send me

37:52

a really nice embossed book, like Leather Journal with

37:57

a really nice pin that comes in a black.

38:00

It comes in a velvet bag. Like

38:03

nine bucks. Dude, $9 landed. Prices

38:09

are so crazy. Or someone.

38:11

I think about tariff and all that

38:13

to like tariff and taxes. I literally

38:15

just got a $40,000 shipment from China

38:17

and it got held up in in

38:19

in tariff for whatever reason. You

38:22

know, that's the only thing that you got to be careful by their

38:24

terrorism is expensive, but I'll give you her contact and I want you

38:26

to give me yours because I

38:28

like to price compare quality to, you know, well,

38:30

I love it. But but again, doing

38:32

that. So the goal

38:34

for me is 7 million a month. That's the number that

38:36

we want to do that. You

38:40

know, I look at I look at all of my businesses

38:42

and tranches like everything is a tranche and I have a

38:44

financial goal for each time. The other thing, which is awesome.

38:47

And then this one, like I said, this one

38:49

is 7 million a month and that's the tranche.

38:52

But again, even going in list of expectations I

38:54

have a big part of it is been explaining

38:56

the importance of offering this this commission and I

38:58

and I negotiated separately. Right. Whereas I used to

39:00

walk in and I would negotiate the whole thing

39:03

together. It's now part a part B of the

39:05

conversation. Part A is the buyers commission. What do

39:07

you want to do here? This

39:09

is what's going to happen if you don't, you know, if

39:11

you don't want to offer anything, that's fine. But you need

39:14

to expect it to come over on the contract as a

39:16

closing cost. Like you can't throw your hand like I'm just

39:18

telling you now, it's going to come. If you'd rather wait

39:20

for it to come, that's fine. If you want to give

39:22

me a number I can throw out to attract people, that's

39:25

fine as well. But I want to talk about that. I'm

39:27

going to stop for a second there. It's going to get

39:29

dicey for people that don't do business. But we got a

39:31

call today. One of my agents walked around the corner and

39:33

goes, it's the weirdest call. That's what's

39:35

called. She said, he said,

39:37

I got a call from somebody about some 350,000

39:41

or like condo that he has. Not a big deal. Had

39:43

a client that wanted to go see it. And this

39:45

agent said to him, my team

39:48

requires a 3 percent co-op. Will your cell,

39:50

will your cell entertain that? And he has

39:52

it in the MLS at two and a

39:54

half percent. So as things are right now,

39:56

the way that the ethics work with the

39:58

code of ethics That's

40:00

an ethics violation. Ethics violation, yes. Great

40:02

up ethics violation, do that. But

40:04

you know what's not going to be come August 17th. True.

40:09

But again, like I told him, the only answer

40:11

to that question is, hey man, I can't negotiate

40:13

an offer I don't have. Put it in the

40:15

contract. Put it in the contract. We'll see what

40:17

happens. When somebody puts the

40:19

commission in the contract, I just get

40:21

so like, it's like, come on, right

40:24

now you can't, and you can't even do it later.

40:26

Like, the commissions are not a part of the contract.

40:28

I'm going to tell you another story because this is

40:30

a great story that you probably use. So

40:32

for years, like I told you, this is how

40:35

I've always done my business. For 14 years, I've

40:37

done this business with buyer brokerage agreements, always, always,

40:39

always, always, always. And

40:41

there are some agents in town, I mean,

40:44

as is their right to do whatever, but

40:46

again, back to the full transparency, I know these

40:48

people would take these listings and say like,

40:50

I'm going to take the listing for 6% and

40:53

then they would offer 1% as the buyer co-op. I

40:57

know damn well the seller thought that

41:00

it was going to be split, right? The

41:02

seller had been, nope. That is crazy

41:04

to do that. I would be embarrassed to do that.

41:06

I have seen people do this, right? So

41:09

for years in situations like that,

41:12

under the other terms, I would always, always with

41:14

the permission of my client, I would

41:16

write in the other terms that buyers

41:18

under buyer brokerage agreement to buyer's broker,

41:20

ensuring buyer's broker earns a 3% commission.

41:23

Buoy is being offered an MLS at 1%, creating a 2% shortfall.

41:27

This shortfall represents a material fact

41:29

closing cost for the buyer. Buyer

41:32

request seller make this up as a material fact closing

41:34

cost, right? That's what I like that. I like that

41:36

verbiage too. Now obviously I've done that

41:38

once or twice, which is why I don't accept for

41:40

each other I thought in my head. And then I

41:42

would send it to the agent and if they were

41:44

one of the unscrupulous ones, they would lose their shit.

41:46

At which point I would say, okay, we'll do this

41:48

one of two ways. I have another

41:51

copy of the contract already signed without that verbiage in it.

41:53

If you want to change the MLS to 3%, I

41:55

will then send you this offer. At

41:57

which point they would change it. I'd send the clean.

41:59

offer because they didn't want their client to see it.

42:02

Now, long story boring, for years,

42:04

there's another large broker in town that I

42:06

would do this with over this verbiage. Him

42:08

saying I was violating the code

42:11

of ethics, 14, whatever it is by negotiating commissions

42:13

in the contract. And I would say I'm not.

42:15

I'm negotiating a material by closing costs for

42:18

my client as is his right to do

42:20

so. And we fought about this

42:22

and fought about this. And anyway, fast forward to

42:24

the NAR lawsuit, where we're all wrapped up in

42:26

this lawsuit in Nevada. And after

42:28

the settlement, we're wrapping it all up. And they're talking

42:31

about the solution with the NAR attorney, National Association of

42:33

Realtors Attorney. And we're on a conference call on Zoom.

42:35

It's me and a bunch of other big brokers that

42:37

were involved in the suit. So

42:39

the broker that I had with about this and

42:42

the guy goes, so are

42:45

they going to change the code of ethics now to make

42:47

it where you can negotiate commissions? Because you know, as it

42:49

is right now, blah, blah, this is going to be a

42:51

real problem. And the NAR attorney goes, no, we

42:53

don't have to change anything. You've always been

42:55

able to negotiate closing costs. And

42:59

I was like, you indicated.

43:01

I'm surprised you didn't ever call NAR or somebody

43:05

to kind of help you with that. Although I will

43:07

tell you, we call NAR and I'll have two different

43:09

NAR attorneys. They tell me two different things. So I'm

43:11

like, oh my gosh, I'm get, you know, it's like,

43:14

yes, you just got to be careful.

43:16

Hey, this is Steve Simpson. I'm a

43:19

proud partner of Escape the Drift podcast

43:21

with John Gafford. And I've got something

43:23

for you for Sims Distillery. The community

43:25

that is based on you, the entrepreneur

43:27

giving you the tools to be a

43:29

better version of you. Visit simsdistillery.com. Use

43:32

the word escape to get a $694

43:34

discount off of the community that you need

43:37

to be part of when you want to

43:39

demand a better version of you. Thanks a

43:41

lot. Escape the Drift and see you in

43:44

simsdistillery.com. Welcome

43:46

back. We're back again with Chris and Mark's

43:48

show. Back

43:50

again, back again, as we always say. Hey,

43:52

just for the record, it's May Shore. May

43:55

Shore. Did I say martial

43:57

art? I did. I

44:00

ignored you, but I fear the second time I tell you. I'd

44:03

be just a mayshore. It is my

44:05

fault because I have to tell everyone. Everyone

44:07

always says, moshore, moshore. No one

44:09

says never. So, I apologize

44:12

for not saying it correctly. You know,

44:14

I got thrown out of my freshman English

44:16

class in college because- It's okay. It's

44:18

okay. No, I say I deserve

44:20

this because we're in a big class and the professor's

44:22

calling role the first day in a big class as

44:25

they tend to do at university. And

44:27

I got to my name and they said, John

44:30

Gaefford. And I- He

44:32

called me in my 18-year-old wisdom to stand

44:34

up and say, a vowels followed by two

44:36

consonants receives the long sound

44:38

of the vowel. Gah-for, ah-ford. That's

44:41

so funny. And then

44:43

you became Gaefford from that time forward.

44:46

Well, the professor at which point decided to ask me

44:48

to advise me I should drop their class.

44:51

So, that was day one freshman

44:53

year. Yeah. I decided to

44:55

let people call me whatever they wanted after that. They better move. But

44:57

I am so sorry, Crystal. You

45:00

should consider doing

45:02

like coaching luxury, like teaching

45:04

coaching luxury. Yeah. I

45:06

mean, at this point, maybe. We're

45:08

going to get there. We're going to get there. I do

45:11

have, I still have some stuff going on. So, we got

45:13

a book. I obviously the podcast here is designed to get

45:15

people that are stuck drifting along with the currents of life

45:17

out of where they are on to the next level of

45:19

what they're doing. Have a book coming out.

45:23

Hopefully we'll be, we're with the 20

45:25

beta readers, whatever that means. My

45:28

publisher's got it with 20 random people that are reading it. They'll come

45:30

back and tell me if they hate it or love it or whatever

45:32

and things we need to check out

45:34

before it goes. So, hopefully the book will be out

45:36

in the next four months. But behind that, there

45:39

will be something. I haven't been doing anything,

45:41

dude, for like the last, I've been waiting

45:44

for this book, right? Like

45:46

I quit doing speeches. I've not been on stage

45:49

in probably a year and

45:51

eight months, 10 months since I've turned down

45:53

so many speaking things. I just haven't done

45:55

anything. I'm like, look, I'm like this book

45:57

done. I'm going to get this out. I

46:00

want to use that to kind of springboard into all this

46:02

other stuff. Yeah. And that's kind of the

46:04

plan. So I'm done either podcast. I'll do anything like I

46:06

agreed to your podcast because I love what you do, but

46:09

I haven't done anybody else's podcast with mine in

46:12

two years. Like it just haven't done anything. Right?

46:14

Um, so yeah, that's, that's what the focus is

46:16

on. And then, and then I will be everywhere.

46:18

I'll be on the prison. Yes. Yes. Yes. Yes.

46:21

Oh, I know John Gaffer to hate that guy. No, I'm just kidding.

46:23

You won't say that. No, I'm like, I'm gonna,

46:25

I'm sorry we're wherever together. I'm going

46:27

to introduce you. Like it's John

46:29

Gayford. Every

46:32

single time. Cause I deserve it. I've heard that at

46:34

this point. I absolutely have, which is great. So

46:38

what do you code? Obviously building a real

46:40

presentation, building value. Are there

46:42

things that other things that, that agents

46:45

can do to create value for themselves

46:47

in these presentations as

46:49

they're getting buyer broker sign? Like what are

46:51

you seeing? I'm very similar to what you do.

46:53

I mean, like we have it, we just, we use, we

46:55

have a buyer box and it goes

46:57

to it. There's a QR code on there

46:59

with a funnel and there's a copy of

47:01

our buyer book and buyer guides and step

47:03

by step process, you know, and there's video

47:05

content where they can consume. Like, I mean,

47:07

you saw, that's what we do. We've

47:09

always done that seller seminar, buyer seminar. We just kind of

47:11

up to the up a little bit because before I was

47:13

never focused on buyers, I was like 99% listings.

47:17

Um, like list to last list to exist, kind of a

47:20

mentality. Now I think that even more, but I still want

47:22

to prepare my agents to be able to have what

47:24

they need to have ammo. Uh,

47:26

I mean, I caught winning before you arrive before, before,

47:28

I mean, I was like pretty much impossible to beat

47:30

you and I would have gone head to head. It

47:32

would have been fun if you and I were in

47:34

the same area. Cause I don't like losing and

47:37

it would have been, I would have kicked your ass man.

47:39

Just kidding. We

47:42

both like to win. I can tell. And so, you

47:44

know, my goal was like, I want to make sure that no

47:46

matter what, I have every tool in my toolbox before I even

47:48

get there. And so when it was never really

47:51

an interview, even though I was usually interviewing against other top

47:53

producers, cause when you're a top producer, people get,

47:55

they're looking at their top producers. It's

47:57

not just like, Oh, friends of friends kind of thing. And

48:00

I was hard to beat because I would made sure

48:02

that I would always go above and beyond. And

48:05

even when I had clients that I had

48:07

sold multiple houses for, I still did everything

48:09

like you do, drop off

48:11

everything, watch the stuff. Like before I even

48:13

get there, answered every question and they

48:15

know who I am. And because of the

48:18

social media presence and paying for exposure, one

48:20

of my big things is paying for attention,

48:22

capitalizing on exposure. So we'll create a

48:24

video and we'll get hundreds of hours of watch time

48:26

on every video that we create locally. Right? I

48:29

can take that to a seller and say, Hey, here's

48:31

why you want to hire me. Because I, you know,

48:33

we beat Zillow by 10,000 views. And

48:36

you know, so just things like that. I think that's

48:38

what most agents don't know how to do

48:40

is it really had to like show,

48:42

not tell, but demonstrate their

48:45

value through

48:47

what they're doing. And that's kind of what we specialize teaching

48:49

people. I think with us at a broker's

48:51

level, what we've done is we try to look

48:53

at the situation as it can't just be

48:55

about the transaction. We've got

48:57

to move to a level of far beyond

48:59

that. If Saks Fifth Avenue is what would

49:02

they do? And the answer to

49:04

that question is like, we have a concierge

49:06

department here and I don't care what you

49:08

need. If you need easy stuff, flooring, painters,

49:10

you know, whatever that stuff, we will, we

49:12

will get you multiple bids, your movers. We

49:14

will take care of getting movers over to

49:16

give you bids, Packers, all of those things.

49:18

But we take it to extent of if your

49:21

kid's an elite baseball player and you're moving to

49:23

Vegas, we will do the research on what are

49:25

the best club teams and what are they like

49:27

and who's the coach and who's looking for people

49:29

and what are their contacts. There is nothing that

49:31

any of our clients is they're moving here ever

49:33

need or ever need to

49:35

think about that we cannot provide for them or we don't

49:37

do as a level of service. And

49:40

I, you know, all of our stuff now is

49:43

so funny that we've leaned, we've had concierge up

49:45

now for four

49:47

years we've been doing that, but now we're really leaning into

49:49

it because for a long time, a lot of people are

49:51

like, why don't want to give my clients information to, you

49:54

know, to the broker or to a third party. It's like,

49:56

bro, we're not competing with you, but now we

49:58

charge our agents nothing It's a free

50:00

service for agents to use this and

50:02

I think you know if you read our views So

50:05

many of them mentioned the cost here's Mentioned

50:08

awesome was amazing how great

50:10

this was and I think that it's stuff like

50:12

that that is gonna be the different trader Diffie

50:15

it different Differentiator

50:18

yeah, I got stuck

50:20

for a second, but that is gonna be What

50:23

makes a difference between company a company B

50:25

and an agent in agent B sitting in

50:27

these presentations? I think it's gonna matter. Yeah,

50:30

right go go ahead. Good. No, I was

50:32

gonna say let's talk about I

50:34

want to go to your expertise which is getting people in front

50:36

of you in the in the first place. So about that Yeah,

50:40

that's marketing is my thing. I love it Where's

50:43

where's the best bang for the buck right now? What should I

50:45

be focused on? What should I be doing? always

50:48

Facebook So if you look at I mean any of

50:50

the digital marketers that I that I will always tell

50:52

you Facebook is the number one place To go obviously

50:54

your avid your ideal client, you know, depending on first

50:56

thing is who's my ideal client? Where are they hanging

50:58

out? What platform are they on the most? But if

51:00

you go to? Facebook you'll

51:02

see YouTube advertisers marketing their Google Paperclip

51:05

marketing there like LinkedIn everyone's marketing on

51:07

Facebook because it has the biggest amount

51:09

of people the most amount of eyes

51:11

the biggest reach I mean

51:13

I have made like we've done 60 million

51:15

dollars in coaching in

51:17

six years we just we just hit the 60 million

51:19

mark and Like six

51:21

six sixty million of that came from Facebook

51:24

advertising, right? So I mean obviously it was

51:26

me selling high ticket, but I market on

51:28

Facebook. We've tried LinkedIn we've tried

51:30

YouTube and I hire the best of the best

51:32

coaches like the best of the best coaches to

51:34

help me for Some reason especially in real estate

51:39

Facebook has been the best and locally

51:41

more than anything because when you run

51:43

Facebook ads So I'll give you a

51:45

little hint about how I learned this but

51:48

when Facebook marketing first came a thing It's like what

51:50

12 15 years ago. I flew

51:52

to San Diego learned

51:54

from a guy that had been really doing

51:57

it beforehand like as an experimental with

51:59

Facebook And he taught me how to run Facebook

52:01

ads like right when it first started

52:04

and I did it a different way than what I

52:06

was What I how I was taught so most people

52:08

are doing like like conversion

52:11

ads or lead formats, right? Well,

52:13

in fact, I just taught you don't you know go high level is

52:15

you know go high level? I'm sorry.

52:18

What was it? You know, you know go high level

52:20

is yeah, of course. I use it every day Okay,

52:22

so God I will just had me I was their

52:25

guest trainer this week. So Monday Tuesday, I'm gonna say

52:27

they're having me Russell

52:29

like that. I know I taught

52:31

the rent this brand awareness strategy on his platform

52:33

like two years ago on stage, but Love

52:36

go high level. I love going

52:38

level and I love Russell like I I do I

52:40

have nothing bad to say about Russell He is amazing,

52:42

but go high level is like oh my gosh I

52:44

can just do everything on it and we've moved everything

52:46

over to that But they had me teach

52:49

this brand awareness strategy the past three days and

52:51

it's basically like I'm gonna create brand

52:54

awareness campaigns Which is like video views

52:56

reach reach objective, you know Engagement

52:59

and objective is that then I'm like making sure

53:01

that everybody in my community is seeing me because

53:03

right now if you're utilizing Let's just say I'm

53:05

just gonna say Facebook but all these platforms are

53:08

the same The algorithm is only putting you in

53:10

front of people that you're actually are already engaging

53:12

with you your mom your dog your sister You

53:14

want to be in front of everybody else? So

53:17

with these when you pay to play when you

53:19

pay for attention attention is currency The algorithm puts

53:22

you in front of these people and then you

53:24

can target people and retarget people that have already

53:26

interacted So that they're seeing you all the time

53:28

like you're showing up in their feeds And

53:31

so I mean you become like a little mini

53:33

celebrity in your area and

53:35

it's impossible Like there's not anywhere that you

53:37

can go locally when you do this the

53:39

right way for you know A few months

53:41

like everywhere you go people are like oh

53:43

my god, you're that real estate person to

53:45

me I was so excited the other

53:47

night. I went out to dinner and this this guy's

53:49

like aren't you that marketing girl? I'm like yes, I'm

53:51

not known as the realtor. I was so happy I'm

53:54

like I saw you on go high level and I

53:56

was like, thank you. Thank you for that is

54:00

literally what you can do can work for

54:02

any industry. We've talked about- Any industry, any,

54:05

I mean, any industry, it's like, it doesn't

54:07

matter what it is. It's any nationally,

54:09

you can do it nationally, but locally is

54:12

simple. Locally for pen, like I'm

54:14

not kidding you, John, every single video that I will

54:16

produce, I'll spend $200 and I'll get 380, 500 hours,

54:22

600 hours of watch time on

54:24

every video that I produce. And

54:26

then I can have it, this objective, I want engagement. I

54:29

want to be able to take this video to seller and

54:31

say, Hey, this is why you hire me because I got

54:33

600 hours of watch time and

54:35

here's 10 other listings in your area.

54:37

I did the same for and here's what that equates to.

54:40

You know, it's, and it's the amount, like the

54:43

reason why people will market on the

54:45

Superbowl, like Google and Pringles, everyone knows

54:48

the chip Pringles. Everyone knows, you know,

54:50

Takedos chips. Everyone knows Google. Why would

54:52

Google spend $7 million just for a

54:54

30 second commercial? Not to include the

54:56

$20 million they spent to create the

54:58

commercial because they understand the importance

55:01

of eyes on you, the attention

55:03

and everyone thinks it's like, Oh my gosh,

55:05

I, you know, referrals, it's like who, you

55:08

know, it's so important who you know, but what's

55:10

even more important is who knows you. And you

55:12

start to get referrals. And when you're like for

55:14

you, you position yourself as the authority. Everything you

55:16

do is top of the line. You're always on

55:18

a job interview. You know that like everything I

55:20

do is on a job interview. So when you

55:22

market your listings and then the whole world, like

55:24

people love luxury. So you create luxury

55:26

listings and you do the most amazing tours and

55:28

you, and people are just so obsessed with that.

55:30

All of a sudden you become the million dollar

55:32

listing guy. In fact, when you're something crazy, when

55:35

I first started coaching with Russell, he

55:37

was like, Oh my gosh, there was a realtor who was like

55:40

not doing well. And he was like, I'm going

55:42

to become the million dollar listing agent. And how

55:44

he did it was he started once a week,

55:47

he would showcase the listing through

55:49

a funnel. That was a million dollars. I don't

55:51

know who the guy was, but eventually he became

55:53

a million dollar listing agent when before he was

55:55

just showcasing it because the perception was I'm a

55:57

million dollar listing agent. put

56:00

any money behind it. Like put a little bit of money

56:02

behind it. Because I'm gonna talk about

56:04

that because I do have a little bit, I

56:06

have a little bit of an issue with that strategy and I'm

56:08

gonna tell you what it is. Okay. A

56:10

lot of people that replicate that exact

56:13

strategy, they go and they just tore

56:15

these $10 million homes, they haven't done it, they haven't done

56:17

this. And this is my opinion on it. You

56:20

tell me if I'm wrong, but my

56:22

opinion is this. I'm like, look, you're

56:24

walking around telling me on dollar houses, how many of

56:26

these houses have traded in the last six months? And

56:28

the answer is like. Are what? Are traded? Have

56:31

traded. How many of them have sold in the last six months? Okay,

56:33

okay, okay. Like how many of the, how many houses, 10

56:35

to 20 million have sold in the last six months? It's

56:37

like nine, right? So now

56:40

what you've done is you position yourself so

56:42

far away, so high

56:44

away from your actual followers. Like

56:47

you've made the jump from being seen as

56:49

obtainable in somebody that would actually hire into

56:52

just house porn. That's all you are. Well,

56:54

hey, but no, but it could be like a million dollar.

56:56

Like you wanna go after a million dollar listings. I'm

56:59

talking about your own property. So Russell's guy did it

57:02

with like, I don't know where he lived, but let's just say his average

57:04

price point was 500,000. So he would

57:06

showcase a million and above. Well, you are

57:08

actually getting these listings now. People love real

57:10

estate. That's why real estate shows are like

57:12

the most watched shows next to the food

57:14

network shows, right? Because people are obsessed with

57:16

real estate, sex sells or whatever they call

57:18

it, you know, sunshine. I don't even watch

57:20

any of them, but. House porn, house porn. Yeah,

57:23

you've got house porn right there with

57:25

the listings that you have and you're

57:27

wanting to create million dollar listings. Like

57:29

run Facebook campaigns around them. You're marketing

57:31

your properties. You're marketing yourself. You're showcasing

57:33

how you do business because they're seeing

57:35

how you advertise the properties, how you

57:37

stage the properties and all that. And next

57:40

thing you know, like you're paying for a

57:42

small dollar to get the, to make sure

57:44

you're demanding the attention which people want to

57:46

see anyways. And now they're like, oh,

57:48

they're starting to see John everywhere. They're seeing John sign. They're

57:50

seeing John's in their mailbox. You said you did 20,000 or

57:52

whatever. They're seeing John on

57:55

their Facebook ads. John is everywhere. This

57:57

strategy, even if you're not even talking about. like

58:00

showing homes, just showing the community

58:02

things to do, hot spots, local

58:04

places, things that are prolific. And

58:07

you start creating content and running ads behind it. So

58:09

you're always showing them people's feeds. People

58:12

are like, this person is a badass. They're everywhere.

58:14

You know what the difference is? I just realized what

58:16

you said, because my, my response to that was if

58:19

you can do this, great. Do it because

58:21

it gets eyeballs, but you also need to be doing some calls to

58:23

action along the way to say like, look, I

58:25

sell these big houses. I'm in these big houses. But if

58:27

you're willing to work with you at any price level, like

58:30

I'm, I'm here for sure. This

58:33

will work on anything though. Like anything you

58:35

want to do. This is how you do it. You

58:38

want to sell dog food. Here's the,

58:40

here's the, here's the difference. These guys

58:42

are just throwing this stuff up and hoping people will come.

58:45

You're, you're targeting an audience

58:47

through paid ads. So

58:50

there's a higher problem. Like if you're going to film

58:52

a bunch of $5 million houses,

58:54

you should be marketing those using

58:56

geocaching or tagging or whatever you

58:58

can do to markets that do

59:01

that. To any video that

59:03

you're going to create, people are spending all this

59:05

time on these videos like, Oh my God, video, video,

59:07

video. It's like, don't even waste your time because

59:09

the organically less than 0.2, 3% of people are

59:14

seeing the video organically. But

59:16

if you pay a hundred dollars to

59:19

locally on reach campaigns, video

59:22

view campaigns, excuse me, engagement

59:24

campaigns, retargeting campaigns, you

59:26

get thousands and hundreds of thousands

59:28

of views, thousands of engagement, hundreds

59:30

of hours of watch time for.

59:34

Where it matters locally, where it matters. Yes.

59:37

Locally. You can't do it nationally, right? Cause

59:39

for me, I mean, I spend about $180,000 a month on Facebook ads, but

59:42

I'm doing it nationally for my coaching business.

59:44

Right. But when I was doing it

59:46

as an agent, I was spending about $6,000 a month, you know,

59:50

when I left real estate, I was making about

59:52

1.8 million in commission as a

59:54

solo agent and my house price point was around 500,000.

59:57

You know, you can kind of do the math. But

1:00:01

that's nothing, nothing compared to

1:00:03

what you have to spend nationally. Right?

1:00:06

I should go back into real estate because I think

1:00:08

it's more, more lucrative than being a coach, especially

1:00:10

the realtors right now, because they have no money. Yeah.

1:00:12

No, dude, I'm good friends with the guys that

1:00:14

own VShred. You've probably seen that handsome Vince guy

1:00:16

come down your social media feed before VShred,

1:00:19

the workout app. They spend a

1:00:21

million, million dollars a month in

1:00:23

ads and online ads. Oh yeah. I bet

1:00:25

it. What did you think?

1:00:28

So based on what you do, what did you think? What did you think of

1:00:30

Alex from Mozi's books? Oh,

1:00:32

I love Alex. I actually, I actually coached

1:00:34

with him. I spent 25 K for an

1:00:38

eight hours because he was my mastermind with me for

1:00:40

two years before he was Alex right now. He wouldn't

1:00:42

even, I mean, I have him on my cell phone

1:00:44

speed dial, but it's like getting him to answer, it's

1:00:46

like, unless it's a one word answer, he will not

1:00:48

answer. Like I'm like, dude, we used to be friends.

1:00:50

He's just too cool for school now, but what must

1:00:52

have been what mastermind that

1:00:55

was in Russell Brunson's, his inner circle. Right

1:00:57

now I'm in, I'm in, I'm in like a couple

1:01:00

of them. I just joined Tony and Dean's like their,

1:01:02

their mastermind. I'm in, huh? I

1:01:06

said, yep. Yeah. I'm just

1:01:08

saying that it's brand new. They haven't even launched

1:01:10

it yet. And I'm

1:01:12

in a founders board

1:01:15

and genius network. And

1:01:17

I've got like a YouTube coach right now. I've

1:01:19

got an artificial intelligence coach right now. I've

1:01:22

got a sales coach right now. Like I, like

1:01:24

since the market's been changing, I literally this, this

1:01:26

year, I've spent a lot of money

1:01:28

in the past six months on coaching and like

1:01:30

upping my skill level because I'm, I'm needing more

1:01:32

opportunities because of how hard the real estate market

1:01:34

is for realtors. Right. So getting them to pay

1:01:36

me 24 K is harder than it

1:01:39

has used to be. So I need more leverage, more

1:01:41

exposure. So I've been like diving into, you know, everything.

1:01:44

Yeah. No, I I'm leaving tomorrow. I'm

1:01:46

in, I'm in, I'm in Kent

1:01:48

Clothier's boardroom mastermind. It's just for high level real

1:01:50

estate people. I'm going to, I love Kent. He's

1:01:54

one of my favorite humans. I do that. Um,

1:01:57

years ago when, when Dan Fleishman had the Avengers master.

1:02:00

my arms not just you know genius

1:02:02

network that's that's not perry belcher

1:02:04

that's um uh perry belcher

1:02:06

is is uh driven just

1:02:08

open driven with jason flatland yeah jason flatland is

1:02:11

a good thing that's absolutely genius is um

1:02:13

who's genius genius is uh no polish no

1:02:15

polish yes he's great i haven't

1:02:17

really dove in in as much like you

1:02:19

know i i think when you're in him when you're in it you

1:02:21

have to really be in it and so i'm in too many right

1:02:24

now i need to i'm gonna like pull back on a couple and

1:02:26

just go all in on tony and deans because just

1:02:28

i don't have a time and i really want to utilize

1:02:30

it but being in masterminds and paying

1:02:33

for my education and paying to play around

1:02:35

these people that are doing so much more than

1:02:37

me has been 100 everything to be

1:02:39

obviously my drive but you know it's there's nothing like

1:02:41

being in the room with the people and it's just

1:02:44

the amount of um learning from their experiences doing what

1:02:46

they do not doing what they didn't do well it

1:02:48

just opens up so many doors when people ask me

1:02:50

like what would you say is the best thing you've

1:02:53

done i tell them i pay to be in the

1:02:55

room dude you know

1:02:57

it's it's funny like the like

1:02:59

dan flashman's hundred mill mastermind i met so many

1:03:01

good people that's where i

1:03:03

met the v shred dude's 100 mill and and that

1:03:05

was that was great and i think i like the

1:03:07

way kent looks at it a little differently kent says

1:03:09

it's a time machine it compresses time

1:03:11

you know like oh yeah and the

1:03:13

thing i love about his man i don't know about you

1:03:16

how about the one you go to but like tomorrow i've

1:03:18

got to go on thursday and how it's

1:03:20

a real mastermind it's not like a seminar like a

1:03:22

lot of these are just you go and hang out

1:03:24

at dinner and school blah blah blah and there's speakers and

1:03:26

you sit in the crowd all day this one dude

1:03:28

i've got to do a presentation on my business every

1:03:30

time i go and i got awesome

1:03:32

you know i gotta lay out kpis and

1:03:34

the room just pulls you apart it's like

1:03:36

oh i love that though that's what you want

1:03:39

dude it's it's it's i it's i get to tell

1:03:41

people all the time it is the eight days a

1:03:43

year when nobody tells me i'm special and

1:03:46

i love you is it two days long or how

1:03:48

do you do it yes two days it's so to be thursday

1:03:50

i want to i want to be a guest at

1:03:52

his say hey you know christa make sure she wants

1:03:54

to be a guest once i'm gonna be a guest

1:03:57

i'll talk to kent about it it's uh yeah it's awesome

1:03:59

it's in seattle so be the up the up the

1:04:01

great Northwest. Awesome. Good for you. That's

1:04:03

why you're so successful because you invest in your you

1:04:05

invest in yourself. Dude, you have to you

1:04:08

have to mean you can't think you can't think it all up.

1:04:10

Trust me. I already know who I'm calling when I get ready

1:04:12

to launch this coaching platform. Yeah,

1:04:15

you won't find a better person than me. That's for sure. Yeah,

1:04:18

because you know where you are now, man. You know what the next level

1:04:20

for you is. You've got to

1:04:22

now do there's some guys in Arizona that

1:04:25

did this really, really successfully, which was none

1:04:27

of them have the talent to be in

1:04:29

front of the camera. None of them have

1:04:31

the talent to be the talent. They have

1:04:33

immense talent on selling, managing fulfillment on the

1:04:35

back end for this and they run their

1:04:37

coaching business like a record label. Tell

1:04:41

me more because I'm ready for the next

1:04:43

level. I'm just saying this is

1:04:45

your next level where you turn in all

1:04:47

of that information that you've had and rather

1:04:50

than just sell it or coach it or

1:04:52

turn out, you know, hang out for a

1:04:54

flat fee. You turn it into like the

1:04:56

Kristin Marsh show coaching family. May Shore. May

1:04:59

Shore. Gaylord. Gaylord. That's

1:05:02

it. It's Jay Ford. Yes, that's it. Kristin

1:05:04

May Shore coaching family. And now you have

1:05:07

like a record label of these artists that

1:05:09

you know don't want to like Motown where

1:05:11

you're keeping that. That's not a bad idea. You

1:05:13

know, it's like it's funny. I haven't

1:05:16

really even allowed. So I actually coach coaches

1:05:18

now. So I coach coaches. I wrote the

1:05:20

book, Million Dollar Month Model. Anyways, I wrote

1:05:22

the book, Million Dollar Month Model,

1:05:24

which like goes over my whole Million Dollar Month Model

1:05:26

strategy because we've done one, we've averaged 1.3 million a

1:05:28

month and passed like 42 months in a row. And

1:05:32

so, but I haven't let real

1:05:35

estate coaches in, right? Because I'm

1:05:37

like, I mean, it's already so, it's just,

1:05:39

it's, it's, and I know that's probably a

1:05:42

limited mindset thinking but I'm like, when

1:05:44

I left to go coaching,

1:05:46

when I left, you know, left real estate to go into

1:05:48

coaching. I mean, my community held it over my head. All the

1:05:50

realtors like, oh, she's coaching now. She's not going to even the

1:05:53

time, not going to even the tension, blah, blah,

1:05:55

blah. And it definitely affected my business for sure. Right?

1:05:57

Because I mean, they, I was out

1:05:59

there doing everything. but being a real estate agent.

1:06:01

And so I'm not ready until I, you know, yeah,

1:06:03

I want to get my coaching business like really up and

1:06:06

running. And it's been, we've been doing it for about

1:06:08

a year and it's, I forgot how

1:06:10

hard it is to start a new business. Like

1:06:12

it is a beast. Like for example, last

1:06:14

month we made like, we made 50 grand

1:06:17

in coaching, but I spent 80 grand. And

1:06:19

that's just on ads. Doesn't include what my

1:06:22

team, right? Because we're doing multiple

1:06:24

things. And I, my husband's like, babe, you

1:06:26

forgot like that's how it was when you started your first

1:06:28

coaching business. I remember you crying in the kitchen like, why

1:06:30

did I do this? It's so hard. You know, like I

1:06:32

made my first two combo cup award and

1:06:35

it like, no one ever tells you it costs 1.2 million to

1:06:37

make a million. Like nobody ever tells you any of that stuff. They're

1:06:39

like, I'm a millionaire. It's like, yeah, well it costs me, you know,

1:06:42

10 million to make 11 in the beginning,

1:06:44

you know? Yup,

1:06:47

exactly. It's like glamor.

1:06:49

It's like, no, it's a freaking hard. No,

1:06:51

dude, it's like, it's a, it's a, it's

1:06:53

a, any business is a grind. Any business,

1:06:55

which I love, but I do, I'm

1:06:59

telling you that's where that

1:07:01

thing, those guys. It's like,

1:07:03

like, you know, it's called it basically a,

1:07:06

dang, a certification. Like I need to create

1:07:08

a certification. And if you only knew the

1:07:11

thousands of hours that I've spent like just this

1:07:13

week on the go-ahead level training, I am

1:07:15

not kidding you. My team and I

1:07:17

spent at least 170 hours just

1:07:20

on this three day, nine hour

1:07:22

hour presentation. And I'm not exactly,

1:07:24

I personally spent about 70 hours

1:07:26

myself making this training. And

1:07:28

then my team making it look perfect. The back ends

1:07:30

in it, huh? Is it in high level? Yeah,

1:07:33

I'm making an offer tomorrow. So they, they're, I'm selling

1:07:35

my workflows and stuff like that. And they're, you know,

1:07:37

but like the training I did, you

1:07:40

know, is bad ass. Like they even called me, they're

1:07:42

like, holy God, you just did, this was like the

1:07:44

best training, you know? Cause I'm a lot, I

1:07:46

have a guy sitting 16 feet away from me

1:07:49

and his job in life is to know everything

1:07:51

about go-ahead level. That's his job. Oh God,

1:07:53

is he great? Do you love him? Oh,

1:07:55

I love him. He's freaking insane. It's like,

1:07:58

oh my God. Why don't you

1:08:00

go to their mastermind and their things? I mean, their

1:08:02

masterminds are pretty awesome. I should because

1:08:05

to be honest and truthful, I

1:08:07

don't know as much about the functionality of

1:08:10

the platform as he does. Like I pay

1:08:12

him to know that, right? Yeah. And

1:08:14

I was told else and we were, and we first switched over,

1:08:16

we were doing outsourcing and it was like, man, this sucks. And

1:08:18

it, you know, it's that 24 hour lag and you don't really

1:08:20

know what you think you know and you don't know as much

1:08:22

as you think you know. And then all of a sudden it's

1:08:24

like, I'm like, screw this. So I just hired

1:08:26

an incredible type of person with great background. I said,

1:08:28

this is your job. You need

1:08:31

to learn everything you need to know about this and everything that

1:08:33

needs to happen on it. We've moved all of our businesses over

1:08:35

there. Yeah, we have to. Mm-hmm.

1:08:38

Yeah. We have to. We're still moving it because like,

1:08:40

God, every single day there's a new thing. Oh, it's

1:08:42

this feature now. I tell my team, it

1:08:44

does everything. We have got to move everything over because I'm

1:08:46

wasting money, like a thousand dollars a year, five thousand dollars

1:08:48

a year, four thousand. It's all adds up. That's why I

1:08:51

have a $500,000 overhead. Like

1:08:53

I'm, I need you guys to move

1:08:55

everything over, you know? Yeah, no, no

1:08:57

kidding. So I love that. I should go there next

1:08:59

thing though. I should. Yeah, go, go. Don't

1:09:01

go to that. Like, I love you, go high level, but

1:09:03

I wouldn't go to their big one. I go to one

1:09:05

of their masterminds and not so that

1:09:07

you can actually learn like the software. Cause I mean, I

1:09:10

don't even know how to get into go high level, but

1:09:12

I know what it does. And not only, I know a

1:09:14

10th of what it does, right? So it's like you,

1:09:16

I've got a team that does

1:09:18

go high level and they integrate and

1:09:20

they can't figure it out fast enough, you know?

1:09:22

So you actually could have inspired me, maybe to

1:09:24

hire someone that's local and be like, this

1:09:27

is all you're going to do is just this. It

1:09:29

did it for the amount of money you're making

1:09:31

and what you're doing through it. I mean, yeah,

1:09:33

you're, it's crazy. You know, just pizza, you know,

1:09:35

pizzas under the door, high level stuff

1:09:37

comes out for an other side. That's all you need.

1:09:39

Yeah, exactly. I want a bottle

1:09:42

of wine right now. Kaching, it's in my hands. That's

1:09:44

quite a lot. That quick, that quick.

1:09:46

Well, dude, Krista, may sure, may sure.

1:09:49

Good job, good job. I only took you freaking an hour and 10 minutes

1:09:51

to figure out how to say my name. You

1:09:53

know, it's terrible. And

1:09:56

it's not, I hate when people say things like, I

1:09:58

am this, like, but I struggle with it. names

1:10:00

that I have. So like when I go to

1:10:02

networking events, I always take my wife with me

1:10:04

because she's great to have a networking event because

1:10:06

she's entertaining and draws attention. But B,

1:10:09

her job is as I'm meeting people,

1:10:11

she texts me, everybody I

1:10:13

know, what they were wearing, what we talked

1:10:15

about, blah, blah, blah, blah, blah. So I

1:10:17

can then just as I get a second

1:10:19

to myself, I can go back through and

1:10:21

review as I'm mid-stroke in a market in

1:10:24

a networking event. So I'm always walking out

1:10:26

like, Oh, hey, Sam, have you

1:10:28

met Bill? And they're both like, Jesus, I remember my

1:10:30

name in like two seconds. My

1:10:33

husband, I bring him, I'm like, babe, if

1:10:35

I don't say their name, it's like, Hey,

1:10:37

this is my husband, Steve. If I don't say,

1:10:39

Hey, Steve, this is John. Steve is supposed

1:10:41

to say, Hi, I'm Steve. What's your name?

1:10:43

He never gets it right. I'm like, babe, you

1:10:46

have, I don't say their name. You have to ask their

1:10:48

name because it means I forgot because I'm the same way.

1:10:50

I'm really working on it. I know my other, my other

1:10:52

great one is it's great to see you. I never say

1:10:54

it's nice to meet you because I might've met him before.

1:10:57

It's always good to

1:10:59

see you. Great to see you. Great to

1:11:01

see you. And do you ever notice like, this is

1:11:03

bad, but you'll have met people on your, like you

1:11:05

meet a lot of people, right? And you've met people

1:11:08

on your podcast. I've sold 2,300 homes as a solo

1:11:11

agent. I don't, I meet people in my city

1:11:13

and they're like, Oh, you sold my house. I'm

1:11:15

like, yes, of course. And I cannot remember. I

1:11:18

feel horrible about that because I'm like, how do

1:11:20

I not remember? Well, it's been 23 years and

1:11:22

you know, 23 in our home. So it's like,

1:11:24

it's impossible to, but yeah, I, I think that's

1:11:27

great to see you. That's all you gotta do. Over to. It's

1:11:32

been great to see you today. I feel like this

1:11:34

could go on for like two and a half, three

1:11:36

hours. So next time you're in Vegas, I'd love to

1:11:38

have you in a studio and we can pick

1:11:40

this up. I will definitely come. That'll be fun. I spent, it's been

1:11:43

a good, it's nice when you actually do something you enjoy. I've had

1:11:45

a really good time today. Yeah, me too. Me

1:11:47

too. If everybody listened to this, if they want

1:11:49

to find you, you're not hard to find, but

1:11:51

how do they find you? Yeah. So my

1:11:53

name's Oliver, you know, socials and all that good

1:11:55

stuff. So just look me up there. And then

1:11:58

if you want to learn more about. you

1:12:00

know how to become a

1:12:02

digital marketing genius. Just go

1:12:04

to Krista mayshore.com/john super simple.

1:12:07

Krista mayshore.com/john and you'll be able to sign

1:12:09

up for my three day virtual event where

1:12:11

we teach you how to be a marketing

1:12:13

guru. I love that. I

1:12:15

love that so much. Thanks so much,

1:12:17

Krista. I appreciate your time. And guys,

1:12:19

I hope you guys got as much

1:12:21

out of that as I did. That was a

1:12:23

I'm fired up. I'm gonna go learn digital marketing and

1:12:25

get my high level gotta learn more stuff and let's

1:12:28

make some more money and do that. But man,

1:12:30

listen, you don't have to do digital marketing not to

1:12:32

do real estate, but you got to do something you

1:12:35

can't keep drifting along with the currents of life because

1:12:37

remember, nobody's coming to help you. You got to help

1:12:39

yourself. See you next week. What's

1:12:45

up, everybody. Thanks for joining us for another