Mobilize, Make, Multiply: Building a Seven-Figure Referral-Only Practice

Transcript

[00:00:00] Someone you've known for years is going to buy a house and they're not going to call you.

[00:00:05] Not because you're bad at your job, but because they forgot what you do for a living.

[00:00:09] Today's guest had the exact thing happen to him.

[00:00:12] He fixed it and went from 12 million to 40 million in two years without going on a single

[00:00:17] listing presentation.

[00:00:19] Stay tuned.

[00:00:20] This episode of Keeping It Real is brought to you by Real Geeks.

[00:00:24] How many homes are you going to sell this year?

[00:00:26] Do you have the right tools?

[00:00:28] Is your website turning soft leads in interested buyers?

[00:00:31] Are you spending money on leads that aren't converting?

[00:00:34] Well, Real Geeks is your solution.

[00:00:36] Find out why agents across the country choose Real Geeks as their technology partner.

[00:00:41] Real Geeks was created by an agent for agents.

[00:00:44] They pride themselves on delivering a sales and marketing solution so that you can easily

[00:00:49] generate more business.

[00:00:50] Their agent websites are fast and built for lead conversion with a smooth search experience

[00:00:56] for your visitors.

[00:00:57] Real Geeks also includes an easy to use agent CRM.

[00:01:01] So once a lead signs up on your website, you can track their interest and have great follow-up

[00:01:07] conversations.

[00:01:08] Real Geeks is loaded with a ton of marketing tools to nurture your leads and increase brand

[00:01:13] awareness.

[00:01:14] Visit RealGeeks.com forward slash Keeping It Real Pod and find out why REALTORS come to

[00:01:19] Real Geeks to generate more business.

[00:01:21] Again, visit RealGeeks.com forward slash Keeping It Real Pod.

[00:01:26] And now onto our show.

[00:01:28] Today's episode is brought to you by corded.io.

[00:01:32] Are you looking for agents to join your brokerage, your team?

[00:01:36] Now as a real estate recruiter, I can tell you the answer is always yes.

[00:01:40] But most agents aren't looking to move right now.

[00:01:42] So how do you know who to contact?

[00:01:45] Well, what if I were to tell you there's a recruiting and retention tool powered by

[00:01:48] artificial intelligence that shows you exactly which agents in your local market are looking

[00:01:54] to leave their brokerage right now and which agents at your own firm are also looking

[00:01:59] to leave you?

[00:02:00] Now I've been recruiting REALTORS for 15 years and I've hired over 2000 agents.

[00:02:05] I can tell you with no exaggeration, this is the tool I've been waiting for.

[00:02:10] Corded AI looks for trends across dozens of variables for each agent in your market and

[00:02:15] shows you which agents they believe are likely to move.

[00:02:18] Not only does it do that, but corded AI went and visited my recruiting website and read

[00:02:23] everything I offer.

[00:02:25] So now when I'm recruiting, corded AI tells me exactly what to say based on that agent's

[00:02:30] needs and what my brokerage can offer.

[00:02:33] It even writes emails for me.

[00:02:34] I've never seen anything like it and I use it every single day.

[00:02:39] Now if you are looking to grow your brokerage, corded.io is the best tool out there.

[00:02:44] Visit corded.io to schedule a demo again.

[00:02:47] That's corded.io.

[00:02:49] And now onto the show.

[00:03:00] Hi, welcome to Keeping It Real, the largest podcast made by real estate agents and four

[00:03:10] real estate agents.

[00:03:11] My name is DJ Paris.

[00:03:12] I am your guide and host through the show.

[00:03:16] And in just a moment, we're going to be bringing on our guest, Greg, rotor before we get to

[00:03:20] Greg, just want to quick remind everyone the best way that you can help us grow is by

[00:03:25] telling a friend.

[00:03:26] So think of another agent that doesn't yet know about keeping it real.

[00:03:29] Do us a favor, let them know.

[00:03:31] And shoot a link where everywhere podcasts are served.

[00:03:34] Also if you could leave us a review on whatever podcast app or distribution system you were

[00:03:39] listening to us on, we would appreciate it.

[00:03:41] We follow you, we read all of your content or comments and then we take action because

[00:03:46] this is for you.

[00:03:47] So let me tell you about our guest today who I am really, really excited about having

[00:03:52] here on the show.

[00:03:53] So Greg, rotor is a luxury real estate agent in Fort Collins, Colorado.

[00:03:58] He is more than two decades of active production over 800 closings, more than 600 million in career

[00:04:04] volume.

[00:04:05] His practice holds Fort Collins luxury market records for both highest sales price and

[00:04:10] highest price per square foot.

[00:04:12] He also teaches real estate sales and marketing at Colorado State University and has spent

[00:04:18] years helping agents build businesses rooted in community content and a genuine relationship.

[00:04:26] General relationships, I should say, Greg is also the author of the forthcoming book

[00:04:30] getting to a million building a seven figure real estate practice by attracting business

[00:04:36] you don't need to compete for.

[00:04:38] So every framework in the book comes from systems Greg actively uses today in his own

[00:04:43] business, including local content, community events and a pickleball league that has become

[00:04:48] a meaningful source of relationships and referrals.

[00:04:51] I want everybody to consider pre ordering the book, getting on the wait list, go to getting

[00:04:58] to a million dot com will have a link to that in the show notes and follow Greg on linked

[00:05:05] in. Greg rotor R O E D E R will have a link to his LinkedIn as well connect with him.

[00:05:11] Greg welcome to the show.

[00:05:13] Thank you so much DJ.

[00:05:14] I'm super excited to be here.

[00:05:16] Excited to have you here.

[00:05:17] I'm excited to talk about the book, but I want to jump right into pickleball only because

[00:05:22] this is the first pickleball story.

[00:05:24] I think we've told on the show and everybody's playing pickleball now anyway.

[00:05:28] So you have the you get first dibs, but I want to really talk about the league that you

[00:05:33] founded.

[00:05:34] So you you created this pickleball league in Fort Collins and it grew and you grew to over

[00:05:40] a hundred people who were participating and one day a woman who had been playing with

[00:05:45] you for months turns to a different agent who was sitting there in the group and asked

[00:05:50] her for real estate advice.

[00:05:52] So take us back to that moment like what went through your head.

[00:05:56] You know what went through my head was that I was doing a really good job building relationships

[00:06:02] with people.

[00:06:03] I wasn't doing a very good job of branding myself of occupying that real estate portion of

[00:06:10] their brains.

[00:06:12] And that was one of the things that prompted me to write the book that I wrote and to

[00:06:17] where I am now and started taking me down this path.

[00:06:20] So we can go into as much as you want to.

[00:06:23] And on the book we talk about the three M's, mobilize your people.

[00:06:28] And that's getting strategic gatherings going like my pickleball league.

[00:06:32] That's also signature events, a bigger event where more people are invited and you're

[00:06:37] creating collisions between the people who are in your tribe who might be attending your

[00:06:40] pickleball league, also your past clients, your family, your friends.

[00:06:44] There's a trust transfer that takes place at those events.

[00:06:48] So mobilize your people and then you have to move on as I learned at that moment that

[00:06:54] you just mentioned, you really have to move on to making content for your dream clients.

[00:06:59] So you start to occupy the real estate portion of these people's brains.

[00:07:05] And we can go into as much detail as you'd like.

[00:07:07] But yeah, that moment when that happened, I was just beating myself up on the car ride

[00:07:13] home.

[00:07:14] I hear I am putting together this big pickleball tournament.

[00:07:16] I mean, the snack table was dialed in, the refreshments, everything.

[00:07:20] I mean, the scoring days and days and days of preparation.

[00:07:22] And I had done this so many times.

[00:07:25] The fact this person did not know I sold real estate absolutely shook me to my core and

[00:07:31] it caused me to take a lot of action.

[00:07:33] Yeah, thank you for that story.

[00:07:35] Thank you for the honesty there.

[00:07:37] Every single listener has had a situation where a best friend or a close friend, a family

[00:07:44] member, a person they work next to in a different career literally chooses another agent.

[00:07:50] And we've all had this happen.

[00:07:52] And oftentimes I hear from when the agent will ask if they do ask the person who didn't

[00:07:59] choose them and they'll say, Oh, I just assumed you were too busy or I forgot that you were an

[00:08:04] agent or you should have told me you wanted my business.

[00:08:07] So this idea of being a secret agent is, you know, talked about a lot.

[00:08:11] Don't be a secret agent.

[00:08:12] But I want to go back even before the pickleball league.

[00:08:15] So 20 some years earlier, your friend Jack watched you do something pretty incredible.

[00:08:20] You were with Cut Co.

[00:08:22] That's an amazing knife company, by the way.

[00:08:24] I'm a huge Cut Co fan.

[00:08:25] They really do have just about the best cutlery out there.

[00:08:28] And you sold, you were selling knives to people that you already knew, which is what Cut Co's

[00:08:33] model at least could be for a lot of people who sell it and asked asked your friend Jack asked

[00:08:40] you why you were cold calling strangers.

[00:08:43] And you said that question shaped your whole business.

[00:08:46] So you've already learned this lesson, but how did you end up, you already knew this,

[00:08:51] but you ended up invisible to this woman on the pickleball court.

[00:08:55] So what do you think happened or didn't happen that made her go to someone else?

[00:09:01] Well, let me take you back a little bit because you mentioned that story, Cut Co knives.

[00:09:05] I started selling Cut Co knives because I was in a small town in Iowa and I wanted

[00:09:10] to get out of working in the door factory.

[00:09:12] My parents had kind of set this job up for me.

[00:09:15] I did not want that job in the door factory.

[00:09:18] So I said, Mom and Dad, I'm going to sell Cut Co knives.

[00:09:20] Two weeks in, I was cold calling people.

[00:09:24] I was just drinking red bull and dialing everybody I could.

[00:09:28] No, almost nobody let me into their home except for one couple.

[00:09:34] And this one couple, I gave a knife presentation, a Cut Co knife presentation to the Wilson's.

[00:09:39] And during the presentation, I was so nervous that there's the super shears, the Super Cut Co

[00:09:45] shears and you cut through a penny.

[00:09:47] If anybody has ever seen a Cut Co presentation, you, that person giving the presentation,

[00:09:52] cuts through the penny to show how amazing and strong and sharp the super shears are.

[00:09:56] My hands were kind of shaking.

[00:09:57] I was nervous and I was cutting through this penny and I was too far on the edge of the penny

[00:10:02] and it shot off the side of these super shears like it was like a hair trigger.

[00:10:07] And it zoomed past Vic Wilson's head and it just nearly impaled him,

[00:10:13] missing him by a few inches and it just, oh my God,

[00:10:16] thought landed in the, in the paneling in their kitchen behind him.

[00:10:21] So I was then politely ushered out of their home.

[00:10:24] And of course, it's a small town word spreads that Greg almost killed a guy with,

[00:10:31] we've changed during a knife presentation and I'm really struggling.

[00:10:36] My friend Jack, his sister had her graduation party.

[00:10:39] I'm at the graduation party.

[00:10:41] Jack says, hey man, how many knives have you sold?

[00:10:44] I thought about lying, but I just, I was honest, I said no knives.

[00:10:49] I have sold zero.

[00:10:50] He says go get your knives out of your car.

[00:10:52] He pushes all these tables together and he basically forces me to give a presentation

[00:10:58] in front of over a hundred people in this garage.

[00:11:02] Right.

[00:11:03] By the way, no one asked his sister, it was her graduation party.

[00:11:06] We just did this and I'm looking out of the crowd and I was nervous at first.

[00:11:12] But then I noticed that these are people I knew.

[00:11:14] These are people I cold call.

[00:11:16] These are people who had watched me play sports.

[00:11:19] These are people who I'd grown up with that watched me grow up.

[00:11:23] But we had conversations.

[00:11:24] We had a deeper connection.

[00:11:27] After the presentation, I sold $3,900 of knives.

[00:11:31] This was a quarter century ago.

[00:11:34] That's when Jack said, why have you been selling to people he don't know?

[00:11:39] You fast forward all the way back to where you asked this lady at the table.

[00:11:45] What had happened around that same time, like it's a little while before, was that Jack,

[00:11:52] my best friend, he was diagnosed with an operable brain tumor.

[00:11:57] I started spending a lot of time with my friend and talking with him and all of those

[00:12:00] memories got brought to the surface.

[00:12:04] That conversation with him, why have you been selling to people you don't know?

[00:12:07] That came to the forefront and that caused me to put along with these other things,

[00:12:12] helped me to put this whole system together so that I could stop chasing people, stop

[00:12:19] calling people I don't know, and just attract business that I didn't need to compete for.

[00:12:25] I love that story and thank you for being vulnerable and sharing all of that with us because

[00:12:31] we all can relate to that.

[00:12:33] What I always tell new agents in particular when they'll say, well, I don't want to prospect

[00:12:39] my friends because I don't really feel very competent yet.

[00:12:41] I said, that's actually a good instinct.

[00:12:44] I said, and your friends may or may not end up working with you.

[00:12:47] I go, that's not really what you, if they work with you great, but what I tell them is,

[00:12:55] those are your advocates.

[00:12:57] Even if you're not comfortable working with them, you will want to work with their friends.

[00:13:02] Make sure that they know that everyone that they come in contact with, if they hear the

[00:13:08] words so and so is moving, you go, you got to meet my friend, Greg.

[00:13:12] I always say, make those people, don't worry about whether they might already have a REALTOR.

[00:13:16] That's fine, but make them your advocates.

[00:13:19] It reminds me of that story you told where do you have all these people who know you, they

[00:13:23] like you, they want you to succeed and whether it was out of obligation or whatever they

[00:13:29] bought the knives.

[00:13:29] They're good knives too.

[00:13:33] We have a cut-code knife at home, one of our friends' sons was selling it a million years

[00:13:38] ago.

[00:13:39] I have some cut-code knives now in my current home, but it's like the best knife ever.

[00:13:45] We really are the basic quality.

[00:13:48] I want to talk about the invisible agent problem.

[00:13:51] I want you to help to find that for me.

[00:13:53] What is it and how does somebody know it if they have invisible agent, the syndrome or

[00:14:00] not?

[00:14:00] Tell us about it.

[00:14:02] I think you want to focus on when you're looking at your people out there in your market,

[00:14:06] you want to be their agent, you don't want to be a agent.

[00:14:09] You want to know who your dream client is.

[00:14:15] That's a big theme of this book, really defining who your dream client is so that you can

[00:14:20] really speak to them, so that you can provide helpful information content to a specific

[00:14:28] person.

[00:14:28] For me, it's people who are buying and selling million-dollar-plus properties in four

[00:14:34] columns.

[00:14:35] People need to really decide what it is for them.

[00:14:37] I've gotten further into my career, it's become people who are buying and selling million-dollar-plus

[00:14:42] properties who will defer to my advice.

[00:14:45] That last part maybe wasn't there as much early on because I just needed anybody, if it

[00:14:51] was a little bit of a tussle back and forth, then that's what it was.

[00:14:55] Today, I can be a bit more picky having the track record that I have, but you need to define

[00:15:01] who your dream client is, be their REALTOR, not a REALTOR.

[00:15:06] Going back to how you do that.

[00:15:07] It's really what kind of content do they want?

[00:15:12] How can you be helpful?

[00:15:14] We talked about these strategic gatherings a little bit, at least we can talk more about

[00:15:17] it later, but the pickle ball, these signature events, we can go into that, you're curating

[00:15:22] who you're inviting to these things.

[00:15:24] Guess what?

[00:15:24] You're curating those people based on who your dream client is.

[00:15:28] When you want to make sure you're not the invisible agent, I think it's first super important

[00:15:33] to define who you want to be visible to.

[00:15:37] I know there's a lot out there about AI and you want to be the agent that comes up, but

[00:15:41] I mean, do you really want to work with everybody?

[00:15:43] Do you?

[00:15:43] If you're the person that they're finding on AI, don't you think you're going to be competing

[00:15:48] on price?

[00:15:49] Don't you think you're going to be competing on your commission rate?

[00:15:52] Don't you think there's going to be plenty of times where it's just not a good fit?

[00:15:57] So many people in our industry talk about how frustrated they get when somebody tries

[00:16:03] to go shake down their commission or when somebody doesn't follow their advice.

[00:16:08] But if you reverse engineer how they are prospecting, how the people they are working with

[00:16:13] are getting in front of them, well, they're engineering that.

[00:16:16] That's everybody.

[00:16:18] That's like that's our fault.

[00:16:19] That's our fault.

[00:16:20] That's something you're dealing with.

[00:16:22] That's your fault.

[00:16:23] So you want to define who you want to be visible to.

[00:16:27] That's kind of really, really where it starts, helpful content.

[00:16:31] So what does helpful content need for me?

[00:16:33] It starts with a standout newsletter.

[00:16:36] It's my dream, my dream is people who are buying and selling million dollar plus properties

[00:16:42] in four columns.

[00:16:42] So I'm providing information like I'm segmenting out the two million, the two million, the two

[00:16:48] million, the three million, the three million plus markets.

[00:16:51] What are the average number of showings per listing?

[00:16:53] What are the average number of showings before the property goes under contract?

[00:16:57] How many listings in each category were withdrawn over the past 30 days?

[00:17:00] How many went under contract over the past 30 days?

[00:17:03] How many sold?

[00:17:05] So this is information combined with trends.

[00:17:08] What's happening in our local economy?

[00:17:12] How is the hiring?

[00:17:14] Trends like UC health is expanding.

[00:17:17] Our healthcare sector is growing.

[00:17:19] Trends like Broadcom just signed a deal with Apple.

[00:17:24] And that means Broadcom is hiring more high paying jobs in the Southeast part of our

[00:17:29] city.

[00:17:30] These types of story that people in these price range gravitate to care about.

[00:17:34] So these types of things make a standout newsletter.

[00:17:36] And then I take that content and my standout newsletter and I simply break it down to very

[00:17:40] short form video content, 30 seconds or less that I put online.

[00:17:46] To be really clear, this is for my audience.

[00:17:49] This is not for the crowd.

[00:17:50] So I think with a lot of agents here about putting this content out there, they tense up

[00:17:54] a little bit.

[00:17:55] And I used to as well because they're like, look, I don't want to do a little dance to

[00:17:59] a trending song on TikTok.

[00:18:02] And I don't want you to do that either.

[00:18:04] I don't want to do that.

[00:18:05] My content and what I would suggest and just humbly put out there for the listeners is

[00:18:12] find out here, dream clients are great to stand out newsletters, use the content and

[00:18:16] not stand out newsletters to come up with short form.

[00:18:19] 30 second videos.

[00:18:20] We go through this in my book in really great detail.

[00:18:22] So just to make it easy for everybody.

[00:18:24] But put that content out there.

[00:18:27] You will speak directly to your audience.

[00:18:29] You will start to occupy the real estate portion of their brain.

[00:18:32] When you combine that with these in person things, the flywheel really spins.

[00:18:37] And that's when you start to attract business.

[00:18:38] You don't need to compete for.

[00:18:40] Yeah, I totally agree.

[00:18:42] I think there's something to be said for the fact that most of us are doom scrolling for

[00:18:49] at least an hour or so a day on TikTok or Instagram or whatever social media platform

[00:18:55] of choice that has us hooked.

[00:18:57] And to be consistently pumping out content, video content, short form video content to be

[00:19:04] specific, like you said, is really important because when you do see those people in person,

[00:19:10] oftentimes they'll say like, I love your videos.

[00:19:12] Or I really appreciate I saw one of them and that was really helpful to me.

[00:19:15] And I know that what's really what I heard from you is figuring out your client avatar.

[00:19:22] You know, who are you going after and then modeling the content specifically to whether

[00:19:27] it's a newsletter or short form video.

[00:19:29] It's specifically what content with a person looking to spend X amount in this area be

[00:19:35] interested in learning.

[00:19:36] So I think that is, you know, you, like you said, you reverse engineer.

[00:19:41] I also wanted to ask about the pickleball league, which is one thing.

[00:19:45] How do you, how do you fix your invisibility and maybe it's through social media?

[00:19:50] And this, my answer might be that without, so how do you fix the invisibility problem without

[00:19:57] becoming the guy who turns pickleball night into a listing presentation, right?

[00:20:01] So is it through these sort of subtle background noise ways through social media?

[00:20:08] Or are you also incorporating it into the event itself?

[00:20:12] That's such a great question.

[00:20:14] And here's the rule.

[00:20:16] We're playing pickleball.

[00:20:18] I do not talk about business.

[00:20:21] Business is nowhere to be found.

[00:20:24] Somebody asks a real estate question.

[00:20:26] Of course, I'll answer it.

[00:20:28] But even then I try to keep it brief.

[00:20:31] Pickleball is about pickleball.

[00:20:34] So for your listeners, whatever your thing is, pickleball, hiking, cycling, mountain biking,

[00:20:41] cards, chess, gardening, make it about that thing.

[00:20:48] That needs to be the vibe when you're having these consistent strategic gatherings and really

[00:20:53] building these relationships.

[00:20:56] You know, you're getting to know spouse and partner's names.

[00:20:58] You're getting to know kids names.

[00:21:00] You're understanding these people at a much deeper level.

[00:21:04] What are their other hobbies?

[00:21:07] Were they traveling to?

[00:21:09] What are their, what are their, even what are their hopes and dreams?

[00:21:11] All of these things come to the surface when you take business out of the equation when

[00:21:17] you're doing your thing.

[00:21:18] Now how do I make sure that what happened after the pickleball tournament doesn't happen?

[00:21:24] Well, what I did, it is, I guess, in a way in the background, but all these people are,

[00:21:29] I connected them on social media.

[00:21:31] So they start seeing my content.

[00:21:34] They also start receiving my newsletter.

[00:21:38] And it's permission based.

[00:21:40] It's not a surprise.

[00:21:42] Don't show up to the party uninvited, everybody.

[00:21:44] Don't be the person that sends the newsletter to somebody who has no idea it's coming.

[00:21:50] You gotta let them know what it is.

[00:21:53] Make sure they want to receive it.

[00:21:55] Let them know when it's going to arrive in their mailbox every month.

[00:21:58] That's going to build trust.

[00:22:00]

[00:22:01] But I mean, literally every single person has wanted to see it's interesting, right?

[00:22:06] Well, you're providing some information on the, you know, the quote, luxury real estate

[00:22:09] market in Forkons that nobody else is providing.

[00:22:12] You, who's out there, provide something that nobody else is providing and it's interesting.

[00:22:17] People will want to receive it.

[00:22:19] So I'm just suggesting in an overall theme here, I hope people are picking up on or they

[00:22:25] will on more is that if you, you can do less but better.

[00:22:27] Instead of spending your time, maybe going to every, every random chamber of commerce,

[00:22:32] breakfast or networking event or doing the things that everybody else is doing, spend time

[00:22:41] being that person in your market that people want with putting together this information.

[00:22:47] I have a friend of mine who I would love for her to join our firm.

[00:22:52] She's not currently with our firm, but she told me a great story.

[00:22:54] So she, during the pandemic, she's a mom.

[00:22:57] She was really lonely because even though she's married and has children, but she wasn't

[00:23:02] able to get out of the house like the rest of us and she just felt like she had lost

[00:23:06] connection with people.

[00:23:07] And so she decided that she's very active on the Facebook, the neighborhood group or neighborhood

[00:23:15] page for whatever neighborhood she lives in.

[00:23:17] And so she said, I don't really know any, I don't have any good friends in this neighborhood,

[00:23:22] even though I've lived here forever.

[00:23:23] And I want to make more friends than kind of lonely.

[00:23:26] And I gosh, I mean, I can't imagine how many people feel that way even just now.

[00:23:31] And so she called around to a couple coffee shops and said, hey, can I, can I, I'm going

[00:23:37] to try to organize a neighborhood event.

[00:23:39] Can I do this at your coffee shop?

[00:23:41] You know, they'll come in by coffee and whatever.

[00:23:42] And of course the coffee shop's thrilled for this.

[00:23:45] And she just then asked permission from the moderators of this group, hey, I'm not selling

[00:23:50] anything.

[00:23:50] I just thought, you know, there may be some lonely people out there like me and we'll

[00:23:54] see, we'll do a coffee meetup at, you know, Sunday or, you know, Saturday morning at

[00:23:58] 10 o'clock.

[00:23:59] And she, and I was like, that is a brilliant idea.

[00:24:02] And she got six people to show up on her first meeting.

[00:24:06] And these were all strangers.

[00:24:08] And you know, again, yes, working your sphere is awesome.

[00:24:12] But you can create a sphere like you've done with, with pickleball by, by doing these

[00:24:17] kind of events.

[00:24:18] And it's, it's finding a need, making it fun.

[00:24:21] And, and then just going into it.

[00:24:24] So I want to talk, because you do a couple of things.

[00:24:26] You do your paddle ball, paddle battles.

[00:24:28] But you also do these really cool things called fire and ice events.

[00:24:31] Can you tell us a little bit about fire and ice?

[00:24:33] Because I really think this is super, super amazing.

[00:24:36] Yeah, it's one of my signature events.

[00:24:39] And I do multiple ones, but fire and ice is a sauna and cold plunge of it.

[00:24:43] It takes place at the lake behind my house.

[00:24:46] And there's a nice beach area there.

[00:24:48] So we've got the sanas.

[00:24:49] We've got all the different cold plunges.

[00:24:52] We've got food and drinks.

[00:24:54] My wife does an amazing job of putting together like this cucumber infused water and

[00:24:59] we get sandwiches and gluten free sandwiches.

[00:25:02] Everything's set up.

[00:25:04] Paddle boards are at the beach.

[00:25:05] So the kids can enjoy the lake.

[00:25:09] They're exploring and then nearby trees.

[00:25:11] It's just, it's phenomenal.

[00:25:13] So it's important to point out that this is centered on something that I love.

[00:25:17] It's authentic to me.

[00:25:19] Health, wellness, sauna, cold plunge.

[00:25:22] Question for somebody to ask themselves if they're looking at doing these things is what

[00:25:26] would I do even if it would never create any business?

[00:25:29] Yeah.

[00:25:29] It's really a good place to start.

[00:25:31] For me, it's that fire and ice event.

[00:25:33] It's just a really great way to bring all these people together.

[00:25:36] Everybody I play Thiccup Ball with.

[00:25:38] My past clients, my current clients, my family, my friends.

[00:25:41] Create these collisions.

[00:25:44] As you might imagine, my name comes up and agents out there, yours will too when you do this

[00:25:49] because people are meeting each other.

[00:25:51] They're going to talk about the calm, the nominator, the person that connected them.

[00:25:55] Your name comes up and generally these are people that are going to say they all are going

[00:25:59] to say nice things about me, which is very, very helpful for the trust transfer that ensues

[00:26:03] and takes place.

[00:26:04] And so all of a sudden your network becomes stronger once that trust transfer takes place.

[00:26:08] And I think everyone will find like I have found that if you perform and do this, a lot

[00:26:14] of referrals, great referrals come out of these events.

[00:26:19] Yeah, I love that.

[00:26:21] And these events, for people that are thinking, well, these sound expensive, they don't have

[00:26:27] to be expensive.

[00:26:28] The one of the best events I ever attended that are real to put together, which again,

[00:26:33] I thought this was such a brilliant idea.

[00:26:35] Probably for a different reason than she might have even recognized, which she was a friend

[00:26:41] of mine, a REALTOR, and I just wanted to support her.

[00:26:43] And she goes, hey, we're going to be down the street from where you live, volunteering

[00:26:46] at anti-crulty for its appétte organization.

[00:26:51] And I was like, oh, I'm there.

[00:26:53] No problem.

[00:26:54] And so we just did two hours worth of volunteering.

[00:26:58] And I don't think I don't know that it cost her anything, but maybe the pizza that she

[00:27:03] had showed up.

[00:27:04] But I thought what I love about that for those of us that maybe don't have budgets to really

[00:27:09] create amazing events yet, you can do things like this.

[00:27:13] And what I thought was so cool about volunteering was everybody says they want to volunteer more,

[00:27:17] but people are usually too busy to do it or they just don't ever do it.

[00:27:21] And so this gives people a reason to do the thing that they think they should do.

[00:27:25] And so I love this.

[00:27:28] It's whatever you're passionate about, step into it, and keep, and just do it full force.

[00:27:35] So you do pick all, you do paddle battles, fire and ice.

[00:27:40] Real quick, on the expense thing, I think it's important to point out that you just said

[00:27:45] it doesn't have to be expensive.

[00:27:47] A quick point for everybody there, it doesn't have to be expensive at all.

[00:27:51] I think the word is where can you collaborate?

[00:27:54] So my fire and ice events, there's a company called Foundry Sonas.

[00:27:59] We video these events.

[00:28:01] We tell Foundry Sonas that we'll put this out on social media.

[00:28:04] And of course they want to get introduced to my network.

[00:28:07] So we get a great deal on the Sonas.

[00:28:09] They set up the coal plunges.

[00:28:11] There are ways to collaborate.

[00:28:13] Other agents that I've helped do this, they'll get a title company or a lender to pitch in.

[00:28:17] With the rule that there is no banners, there is no marketing.

[00:28:21] You, you're doing this because you want to contribute to what this event is,

[00:28:25] which there's no business, it's not a, it will totally ruin it if they're handing out

[00:28:30] their cards for mortgage lending or closing services.

[00:28:33] But there are ways to collaborate, just get creative and do that.

[00:28:37] We, we spend almost nothing on these events.

[00:28:40] It's amazing.

[00:28:41] I love that.

[00:28:42] And so here's, I got a tougher question for you.

[00:28:45] So you've been doing these events for years now.

[00:28:48] And can you, is there an easy way for you to trace the closings back to the,

[00:28:56] either the league or these events you do?

[00:28:59] So in other words, what does it look like is in terms of numbers?

[00:29:02] And how long did it take before the first one started,

[00:29:06] the first number started showing up, right?

[00:29:09] Yeah, yeah, it's not a hard question at all.

[00:29:12] And I appreciate you asking because when I talk about this,

[00:29:15] it's hard for me to believe it almost.

[00:29:18] I, 2023, I did a little over 12 million in volume.

[00:29:24] That's the first year I started doing this.

[00:29:27] And by 2024, I had it pretty well dialed in.

[00:29:31] And that was the first year that I felt like I had it dialed in.

[00:29:36] I did 25 million.

[00:29:38] And then in 2025, I did 40 million.

[00:29:43] And our industry, you've been talking about it a lot.

[00:29:46] Yeah, it's just, it was, I didn't go on a listing presentation.

[00:29:53] From, it's been since November of 2023 since I've been on a listing presentation,

[00:29:57] because this really does attract business that you don't need to compete for.

[00:30:04] That is the growth in 100% of the business has been from these things that we're talking about.

[00:30:12] I have not done any traditional advertising at all.

[00:30:17] It's incredible.

[00:30:19] And so yes, we know, we know it works.

[00:30:23] And it works because this is still a relationship business.

[00:30:27] You know, I do a lot of AI training for REALTORS.

[00:30:32] And there are a lot of REALTORS.

[00:30:35] And this is a debatable topic.

[00:30:36] And I certainly am not the sage, you know, person to know exactly what's going to happen here in

[00:30:44] the future. But my suspicion is that our experiences agents will not be that relevant in the coming

[00:30:53] years because AI will solve for experience. It eventually will, but it will obviously solve,

[00:30:59] you know, it already solves for data and, you know, all sorts of advice.

[00:31:03] And I think it will solve for experience eventually too, although right now experience is still

[00:31:07] super important as an agent. But what I think it can never or hopefully, hopefully,

[00:31:13] can never solve for is relationships.

[00:31:15] And so this is still by, you know, whether it's a luxury property or a non-luxury property,

[00:31:21] it is still somebody's a massive financial purchase, possibly their biggest or a sale, maybe their

[00:31:27] biggest financial sell. This is a big emotional decision that requires human interaction because

[00:31:36] of the emotions involved, the stress involved the anxiety. And we just want a human on the other

[00:31:42] end of the deal. So I think what you're doing and talking about is really relationship building

[00:31:48] more than anything. You know, you're doing fun things that people appreciate. And the business

[00:31:55] just kind of naturally flows because you're a genuine guy doing genuine things and everybody knows

[00:32:01] that. Do I have that right? Yeah, I think so. And I am. It's interesting. I think the people who

[00:32:10] do business the way their grandparents did business are going to really win big are really

[00:32:16] winning big now, but are going to disproportionately win big over the coming years. I think people

[00:32:22] are getting burnt out on screens. This 27 24 seven culture. I think there's a movement trend

[00:32:28] that's really picking up steam going more towards analog. People just don't want to be funneled.

[00:32:34] People are, they don't want to be funneled. They want to be seen, heard, cared for. They want

[00:32:40] you to know them. And by the way, that's a better way to be qualified to help them when you really

[00:32:46] know them. So people triple down on these things. I think it puts them in a position to not

[00:32:51] only have more business success, but maybe more importantly to have a more fulfilling life

[00:32:57] into poor and other people and give them a more fulfilling life and just create more and more

[00:33:02] space for human connection to happen and for everybody to be happier. There's a great, great story.

[00:33:09] I think it's from the 70s. I think it's the 70s, maybe the 80s, where the biggest, the guy who

[00:33:15] sold the most number of cars in the country, it's a famous story. He did it all through personal

[00:33:20] notes, which is such a funny idea because we, well, it's not a funny idea. It's a brilliant idea,

[00:33:27] but it takes some elbow grease to do that. That's certainly not an easy lift. But I mean,

[00:33:33] I think about it even now, when I get a personal note from somebody, a handwritten personal note,

[00:33:39] which is maybe I forget to take the holidays out my birthday out. I'm just in general,

[00:33:44] hey, thank you so much for X, Y or Z. I am so, I want to help that person. I want to do something

[00:33:50] for that person. It is so rare. Maybe I get one or two a year, but again, it's doing these things,

[00:33:58] like you said, like your grandparents did. What are the, your reputation is everything. So how do you

[00:34:04] continue to develop and deepen these relationships? And it's not through the mass,

[00:34:11] happy birthday text, unless it's a personalized, happy birthday text that you did yourself.

[00:34:18] And same thing with newsletters, like the newsletter has to be really dialed in to the audience,

[00:34:25] or else you're just another newsletter. And I totally agree with that. So I want to talk about

[00:34:30] making content for your dream clients. So I'm really excited about this because you say that content

[00:34:36] for your dream clients is what turns being liked into being the obvious choice. So I want you

[00:34:42] to be really specific here. So what kind of content actually does that job?

[00:34:48] You know, the newsletters where you start, the newsletters where you start, it needs to be targeted.

[00:34:53] I think every newsletter that people see out there for the most part is kind of the same.

[00:35:00] Brokers think that they can send out the company produced newsletter that has kind of that

[00:35:06] headshot in the upper right hand corner. The trust me, I have great hair headshot. And

[00:35:11] they think that's going to differentiate them. The median sale price in your market does not help

[00:35:20] them make a real estate decision. Sending out the same thing that everybody else is sending

[00:35:25] does not help you stand out in a crowded market of real estate agents. So first, you need to stand

[00:35:32] out with a niche. And somebody might say, well, I don't have a niche. I want to make sure I

[00:35:38] build everybody. Well, if you want to make sure you appeal to everybody, then this isn't for you.

[00:35:44] You will not achieve what we're talking about here. You need to be known for something. And that

[00:35:51] might be a geographical area. That might be a price point. That might be some combination of both.

[00:35:56] But you need to be known for something and you need to focus on that in your newsletter. And then

[00:36:01] you need to ask yourself, what information can I provide in this niche that nobody else in the

[00:36:07] markets providing? And you need to provide it. Getting into the very specific things, I think it

[00:36:11] needs to be clean. You got to have the same design. You got to stay consistent, not too many colors.

[00:36:16] It's got to be a three minute read or less. People are busy. It has got to arrive in people's

[00:36:22] inboxes with their permission that the know it's coming, that the know what day it's coming,

[00:36:27] that the know what time it's coming. If you can start to execute on that, you get three, four,

[00:36:31] six, 12 months down the road. Watch what happens. You're building trust with people at scale,

[00:36:39] especially if you take that content and you start parsing it into 30 second videos.

[00:36:45] We can go into the video thing too. I think it's important for a lot of people to have a

[00:36:49] structure there, the hook story tip, getting their attention, having a story, a quick tip,

[00:36:55] getting in the rhythm of understanding how to do that quickly. We talk about that in the book,

[00:37:02] starting from zero, like I did. If you can do both of those things, send out that newsletter

[00:37:08] consistently, targeted to the people that you really want to speak to, that you really want

[00:37:13] to attract. And you can get those videos going. You're really sharing information that you would

[00:37:18] share over a beer, right, or over a coffee appointment. But instead of having, I don't know,

[00:37:23] 12 coffee appointments and having the shakes because you're just caffeinated into a

[00:37:28] Bolivian, you are reaching thousands of people in building trust at scale. And that's how you

[00:37:35] really achieve these results if you want to go from 12 million to 25 to 40. Yeah. I couldn't agree

[00:37:42] with you more. I want to also talk about, let's talk about short form video content. What type of

[00:37:47] content do you find is most appreciated by your audience? The stuff that is very, in two categories,

[00:38:00] one, targeted towards my dream client. Look, people get really caught up in how many views

[00:38:05] something gets. And I understand that we're all, we all like the vanity metrics. But the way

[00:38:11] the algorithm works now is it's getting in front of the people who are interested in what you have to

[00:38:15] say. So if you want views, then definitely just do the dance to whatever music is trending

[00:38:22] on TikTok. That will get you the views. If you want clients, then you need to provide valuable

[00:38:27] information. You need to provide it in short form and quickly. And it's got to be something

[00:38:32] that's interesting. And if you just focus on who your dream client is and have a niche, it's going

[00:38:37] to make it a lot easier for that to happen consistently. So that's a really, really, that's a really

[00:38:43] big part of it. Just doing that consistently, attracting these people. And I think if you're not

[00:38:50] worrying about vandymetrics is huge, knowing who you're serving really get being solid on that,

[00:38:56] serving them consistently, with a consistent news other, with consistently posting in these ways.

[00:39:00] In the book, we also get into the third M, which is a really multiplier impact. And that's where

[00:39:05] young Britain, somebody who has a much lower dollar per hour than you have and is much better at

[00:39:12] doing these back of house things, posting videos, editing things, and having this all, including

[00:39:20] your coordinating or events, by the way, having it all on autopilot, on set it and forget it,

[00:39:25] so that you, the agent can be out there doing what you do best, which is meeting with people,

[00:39:29] building relationships, listing houses, negotiations, closings. That's where your high dollar per hour is.

[00:39:36] You have to get all of this going in the background. And again, there are really inexpensive ways to

[00:39:41] do that. It's about starting small and going big. So many people start big and go small. That's

[00:39:46] our natural tendency, but start small and go big. Get that help and get it early.

[00:39:53] How often are you posting short form video? What's your content calendar look like?

[00:39:58] Weekly. And I, I'll go back to that part really because I said there were two areas and I

[00:40:03] talked about the educational stuff. Let's talk about the second one. That is the personal side.

[00:40:08] The personal side is, well, this isn't buying health insurance, life insurance. This isn't

[00:40:15] even getting alone. This is buying a house. It's a, it's kind of an intimate relationship with

[00:40:19] these people we're working with, right? That's lots of conversations. It might be in the car together.

[00:40:24] We're in this thing together, right? So people, whether they state this out loud or not, they want

[00:40:31] somebody they feel comfortable with, they wouldn't know who you are. So the second type of video is

[00:40:35] like just personal stuff. Like I post content with my family. I post content of, you know,

[00:40:41] me doing something fun, of going to Cheyenne Frontier days to watch country music with my wife

[00:40:46] a few weeks ago. That's the part that I want to, I want to show them who I am, what, what I'm about,

[00:40:52] and I'm at my kid's swim meet. I'm coaching his little league team. I just want to share who I am

[00:40:57] and what I'm about. That's the second type of content. When you do that with the first and you do

[00:41:02] consistently and bi consistently, you ask how often weekly, you got to have a weaker calendar.

[00:41:08] It doesn't have to be every day, but I think you get at least a couple pieces of content out there

[00:41:13] every week, just to somewhat stay in front of people. I know there are some people out there that

[00:41:18] hate multiple content, pieces of content a day. I don't know, how do you want to be treated? If

[00:41:23] somebody is blasting you with multiple pieces of content every day with that appeal,

[00:41:26] if it would, then maybe I stand corrected, but I don't think that's necessary. I think there's a

[00:41:32] way to get a couple pieces of short form content out there every single week. I think that's really

[00:41:37] good and that builds on itself over time and there's a way to systematize that where you are spending

[00:41:44] like an hour putting of your own time. Again, you're having a little bit of help here. Limited

[00:41:48] basis starts small, go big with that. You're spending an hour of your time. That's all I spend

[00:41:54] putting this together each month in order to have multiple two, three pieces of content going out

[00:42:00] every single week in short form. Yeah, I want to get into this multiplying your impact because

[00:42:06] this is where the magic really happens. You had said that the most damaging thing you ever absorbed

[00:42:13] was that success meant you had to be available 24 hours a day to your clients. When did this break

[00:42:20] for you and what did it cost you before it broke? It almost it almost cost me everything. I think I

[00:42:30] look around this industry and I see so many agents and whether they want to acknowledge it or not,

[00:42:35] it has cost them everything. The time with your kids, you can't get it back. That silent,

[00:42:42] creeping regret, you're going to wear that around like a heavyweighted best the rest of your life.

[00:42:48] You only have one shot at this. We have a family of kids. You only have one shot at the same

[00:42:53] with spouses. It's never one big thing. It's a drift. It's a drift. How many agents have we seen

[00:42:59] that drift takes place? I know I have to index really hard into my career right now and do this.

[00:43:04] I got to go to the properties. I got to work around the clock. I'll swing back to date night,

[00:43:10] maybe in Q2, Q3, Q2, 4. It doesn't happen. Then one day, we know what happens next. We've seen

[00:43:17] this in our industry. I don't have the stats. I just know what I see. Everybody listening to this

[00:43:23] can see the same thing. A lot of agents are burnt out, miserable, divorced, and don't have great

[00:43:30] relationships with their kids. I don't know if that sounds harsh, but I think that's true. I wish it

[00:43:37] wasn't, but it's true. It almost cost me all of those things. It almost got before and I just

[00:43:43] started doing this differently. Am I perfect now? No, but I think in any industry, in any business,

[00:43:50] there's going to be busy days, busy weeks, but it is 180 degrees different than it was.

[00:43:57] What changes did you make so that you weren't burning the candle on both ends?

[00:44:02] Yeah, specifically really just leaning into, okay, instead of going to every meeting,

[00:44:08] I used to go to every single, if there was a Chamber of Commerce event, if there was,

[00:44:13] I mean, you name it. Anything I was invited to, you know, like those random fundraisers for

[00:44:18] all of these different things. It's not that they don't, they sort of a great purpose. They're all

[00:44:23] great, but what's your purpose? What are you trying to do? Who are you trying to work with? Who are

[00:44:27] you trying to meet? I didn't ask myself any of those questions. It was just yes to everything.

[00:44:33] What's that Jim Carey movie from way long ago? Yes, man, he would just say, you just, you say yes,

[00:44:37] and in the movie, everything turns out great for him. In real life, it doesn't work like that.

[00:44:42] If you say yes to everything, you're stretched extremely thin. You don't have the time for the

[00:44:48] things that matter most. So I started spending time, okay, I'm not going to all these random things.

[00:44:56] I'm going to spend time putting together this newsletter. I'm not going to maybe do this ride

[00:45:04] along to see these, you know, with all the other brokers, and there's all that, you know, the coffee,

[00:45:09] the water cooler talk that takes place. Again, not that there isn't some benefit there. I don't want

[00:45:14] people to get me wrong. There is some benefit in all of these things, but where is the most benefit?

[00:45:18] I started doing fewer things. Spending time putting together my newsletter, spending time putting

[00:45:24] together my paddle battles league and really connecting with the people in that league. Spending time

[00:45:29] doing the short form video content. I started spending my time doing these things and really focusing

[00:45:35] on who I was being instead of what I was doing. I was being the expert in my market that cared

[00:45:41] about creating space for other people. I wanted to be around to enjoy things together that we all

[00:45:47] enjoy doing. I cared about being the expert that could give them information on my niche in my

[00:45:53] market that nobody else could give them. I cared about being this person and I put my time and my

[00:45:59] energy into that instead of doing the things that everybody else was doing. So far fewer now working

[00:46:05] events, far, far, far fewer coffee meetings. It's really changed to a world where all of a sudden,

[00:46:14] my time, I'm calling people back. I'm not even actively calling people because it's sort of attracting

[00:46:18] these people that want to transact. And you've also built a really great team around you to assist

[00:46:26] with some of the day-to-day stuff that you either don't have time to do or maybe you're not

[00:46:32] particularly as skilled at as you want to be or you just don't like doing. I know your wife,

[00:46:36] Sarah runs marketing. You've got other brokers associates on the team. Tell me like what have you

[00:46:43] been able to take off of your plate and what is never going to get off your plate? What is like

[00:46:48] this is what I love and I do best? Yeah, I guess I can start with this is what I love and what I do

[00:46:54] best and that's that's working with people that want to buy a really nice property in four

[00:46:58] columns. I've been here for over 20 years now. I've recruited my entire family tree here. I just

[00:47:04] know this market. I'm just I'm intimately involved with this market and these fun, exciting properties

[00:47:10] helping people buy and sell those. I just absolutely love doing. Now slowly more recently here,

[00:47:16] I brought some other agents on to the team and they really operate independently but they are there

[00:47:23] to help me with things when I need help and they're very happy to do that and we work out a split

[00:47:29] that's unique to the situation whenever that situation comes along but it gives me more bandwidth.

[00:47:34] If somebody you know three different people want to see properties in an afternoon I can only

[00:47:39] I can only serve so many so it gives me some bandwidth to bring in those extremely qualified

[00:47:44] professionals who are great whenever I need to bring them in to help me make sure everybody feels

[00:47:50] like they're just getting super attended service at all times. That's really the structure. It's

[00:47:55] a loose team structure. They have their independent businesses, they're rolling and luckily with

[00:48:01] what I've been able to create now I'm helping to really kind of increase their income and their

[00:48:06] their deal flow and everybody wins. My wife Sarah, yeah she does the marketing and she's just

[00:48:13] one of those people that she makes things look easy. She can do things in seconds that would,

[00:48:19] I mean, literally would use to take me hours and so she doesn't even spend a whole lot of time

[00:48:25] on that but the time she does spend is she's skilled and it's targeted and it's just putting all

[00:48:32] these things together that people might see if they are looking at LinkedIn or they're looking at

[00:48:37] Instagram. Okay, last question totally out of the blue but I always loved to ask this of

[00:48:43] guest. So you wake up tomorrow you're in a city where you don't know anyone. You have the same

[00:48:49] skills you have today but you have zero contacts, no database. What do you do in your first 90 days?

[00:48:57] I love that question. I love that I had no idea it was coming to. Here's what I would do. I would

[00:49:02] you know the pickler, what's the big pickleball facility where people congregate?

[00:49:09] That's what I would do. I would go there, I would join some leagues, I would get to know people,

[00:49:16] I wouldn't talk about real estate for a while. I would just get to know people, I would start to

[00:49:23] meet people that I had similar interests with. From there I would stay in touch with those people,

[00:49:31] I'd figure out in that market, where do I want my niche to be? Who knows? Pick the market. Whatever's

[00:49:38] exciting to me, I would pick that niche. I would make the decision that I am going to be the person

[00:49:45] in this niche for somebody who wants to buy ourself real estate. I would start putting together

[00:49:50] a newsletter that really stands out. I would then start putting together short form content.

[00:49:56] I would then start putting together signature events. I'd invite my pickleball friends. I'd

[00:50:02] invite all the new friends I'm making adjacent to that. I'd invite even the people who are

[00:50:06] subscribing to my newsletter. Maybe people who are following me on social media to attend these

[00:50:11] events. I would do everything I'm doing now. I think it would take me a year to get it rolling.

[00:50:18] I think in two or three years it would take an off.

[00:50:26] I could have probably answered that for you with those exact answers knowing you

[00:50:31] in this last hour, but I appreciate so much that you gave me exactly what I thought you were going

[00:50:37] to say, which is basically what I do today. This brings us to the book because the book is

[00:50:44] everything you also do today, getting to a million. Tell us what's in it and why should people read it?

[00:50:51] Yeah, really we break down the science of this with stories. In a way that's fun and easy to

[00:50:58] absorb. I've been working on this project for two years now, little over two years. When I started,

[00:51:04] the book was just huge. I mean, it's this huge, all of these pages. I worked relentlessly to get

[00:51:11] this down to a hundred pages. What I heard from so many of my broker friends and people that I've

[00:51:17] coasted, everyone is reading books. Nobody's finishing books. Right. So my goal is I'm going to write a

[00:51:26] book that they're going to finish. I'm going to write a book that's going to keep them engaged. I'm

[00:51:32] going to write a book that takes these things that we're talking about on this podcast here.

[00:51:36] Break some down into very specific action items to where they're going to do these things. They are

[00:51:42] prompted to do these things. I mean specific steps. And then there's a certain part that's designed

[00:51:50] just to give to your social media calendar when you're ready to set it and forget it. So it can

[00:51:54] all happen in the background like we're talking about. And we just really go into three parts. We

[00:52:06] know what's your pickleball. You know pickleball again cycling mountain biking, garden hiking,

[00:52:12] running, cards, chess, happy hour at the new restaurant in town. What's your strictity gathering

[00:52:18] look like? Big nature events. We go into the science of that really how to do that, how to plan

[00:52:25] that. The science of it. Who do you want there? How do you have a few people with you and give

[00:52:32] them specific tasks to make sure the events go well? How do you make people feel welcome?

[00:52:40] How do you start small and then go big? Just very specific action items. Mobilize your people

[00:52:46] from there it moves on to making content for your dream clients. These things we're talking about.

[00:52:53] The specific science called the simple newsletter and that's an acronym and that really goes into

[00:52:57] everything we've discussed and more. One thing we didn't talk about that I go into detail in the

[00:53:01] book is how do you find this information that nobody else is finding? How do you be the person

[00:53:06] that reports on these things before it's in the newspaper? There are ways to do that that cost

[00:53:11] almost nothing. And every agent should be doing these things. So the simple acronym that is in the

[00:53:20] newsletter that will give you this newsletter that stands out. Talk about how to then put the

[00:53:25] short form videos together. Make content for your dream clients. And then the third M.

[00:53:31] Multiplyer Impact and that's where we bring somebody in to help you put this on autopilot.

[00:53:39] That's when you're ready and get the weekly calendar going. So this just all takes off. Like you

[00:53:45] can't be coordinating the gluten free sandwiches at your signature events. You can't be fumbling

[00:53:52] around with every little post and when it's going to get scheduled and it's going to go out. If

[00:53:57] you're going to be a top producer, you need to be out there putting deals together, building

[00:54:02] relationships and really just being that person in your market that your dream clients want to work with.

[00:54:12] Yeah, that makes perfect sense. Getting to Emillion.com is where you go to get on the wait list. It will

[00:54:19] also connect you with Greg directly on LinkedIn, which is his social media platform of choice.

[00:54:25] And just a quick plug for LinkedIn agents do not ignore LinkedIn. This is a great resource.

[00:54:31] Agents are all over TikTok and Facebook and Instagram and they ignore LinkedIn. So check out Greg

[00:54:38] on LinkedIn. He's got lots and lots of connections there and he posts content there as well. So

[00:54:43] getting to Emillion.com is where you can go to learn more about the book when it becomes available

[00:54:48] and connect with Greg on LinkedIn. Greg, on behalf of our audience, I want to thank you for your

[00:54:55] time today, your authenticity, your vulnerability. And just you showing up the way you showed up today was

[00:55:02] just incredible for our audience. So thank you. You're very honest and helpful and willing to serve.

[00:55:10] And I very much appreciate that in a guest. So on behalf of the audience, thank you. On behalf of

[00:55:15] Greg and myself, we want to thank you, the audience, for sticking around till the very end. Yeah,

[00:55:21] people don't finish books, but they do finish podcasts. So thank you for sticking around again.

[00:55:27] Best way that you can help us the way you can tell, give us a thank you. Send us, send this

[00:55:33] this episode over to someone else in your office that needs to hear this. Greg basically gave you

[00:55:38] the exact playbook you need to build your business with referral based content referrals exclusively

[00:55:45] and have fun along the way. And he's got a book coming out that'll break it down even further for

[00:55:50] you. But shoot this episode over to everybody in your office. That would help us out. We appreciate you.

[00:55:56] And oh, I have some homework for everybody before the next episode. Here's what I want everybody

[00:56:01] listening to do. So I want you to text five people who you know well, not clients. These are people

[00:56:07] who actually know you. And I want you to ask them one question. If a friend of yours was buying a

[00:56:13] home, we're buying a home. How would you describe what I do? Then read the answers without defending

[00:56:20] yourself. That's your invisibility score. Not next month, next week, this week, do it. So again,

[00:56:27] text five people. If a friend of yours was buying a house, how would you describe what I do? This

[00:56:31] will give you great feedback on what your friends know about you and your business. Greg,

[00:56:36] thank you so much for your time and your energy. We will see everybody on the next episode.

[00:56:43] Thanks, Greg. This is a blast. Thank you, DJ. You're awesome. Love your show.