The Buyer Broker Value Proposition Every Agent Should Use

0:00Hey.

0:00>> Uh, all right. Big smiles and three,

0:03two,

0:05one.

0:08Happy Friday, everybody. Time for

0:10another quick win collective mastermind.

0:12Ooh, we got a good one for you today.

0:13I'm excited for everybody to be with us.

0:15We're actually going to cover one of the

0:16most important topics that I know of

0:19that gives the ability for you to

0:21understand

0:23how do you prepare and also how do you

0:25present a buyer presentation that shows

0:27value to those prospective buyers in a

0:30way that absolutely locks them in as a

0:32customer for life. Listen, as we get

0:34started, as we do every single week,

0:36drop down in uh the chat, if you will,

0:39where you're coming in from, so we can

0:40see everybody that's there. Uh, got some

0:43amazing folks with us today. Obviously,

0:45Andrew Undem will be here to present his

0:47presentation, which is the best that I

0:48have seen, by the way, um on on this

0:51process. And also, Chris has got some

0:53great market stats. He's going to give

0:54us uh Chris Kelly joining us, as always.

0:56I see New Hampshire, Chicago,

0:58Pennsylvania, Atlanta. Uh, Fargo, North

1:01Dakota, St. Augustine, Kansas City. All

1:05over the country coming in. All right,

1:07people are still coming in, so we'll

1:08give them just a minute more. But, uh

1:11happy Friday, everybody. Um a lot of

1:12good stuff happening. I see Connecticut,

1:15uh Washington, D.C., Utah.

1:17Um Fairfax, Virginia. Coming in close up

1:20there, Dallas.

1:22Baton Rouge. Listen, by the way, I was

1:25in Shreveport yesterday and have a

1:28bellyful, I guess you could say, as we

1:30say down here, of um crawfish, or

1:33mudbugs, or however you want to say it.

1:35We had a crawfish boil, and um it was

1:37tremendous, uh to say the least. So,

1:39thanks to BHHS United down there, um uh

1:43some of Allied. Um it was great to be

1:45with them. And uh so, all right. Uh

1:47let's go ahead, as people are going to

1:48continue to come in. I'll

1:50I'll go ahead and uh get us started. If

1:53you don't mind, Sam, thank you. Savage,

1:56as always, thank you for making [snorts]

1:58us look good. And uh Chris, I'd love to

2:00bring Chris forward if you don't mind,

2:02Sam. Chris Kelly, president CEO uh for

2:05HomeServices of America. Chris, a lot of

2:08details of things happening out there

2:10economically. A lot of things I love the

2:12way that you take some time to really

2:14kind of understand the psychology and

2:17also what's really happening and give us

2:19those visuals. I know we're going to

2:20have these. I don't know if you've had a

2:21chance to share those with Sam, but if

2:23not after you get done we can share it.

2:25Um we'll have those to be able to share,

2:26but um what are you seeing out there,

2:28Chris? What are you seeing right now?

2:30And what are some of the things that you

2:31kind of been looking into right now?

2:33>> Yeah, well well first of all, I think

2:34you need to start like your own food

2:35show. As you're traveling on the road,

2:37you always have these great food

2:38stories. And so you need to like create

2:39a web series about it. So like in Kansas

2:42City when you had barbecue at the

2:43airport on the way out, I want Did you

2:44have crawfish at the airport on the way

2:45out of Shreveport as well?

2:47>> I did I did not. And And let me let me

2:50just say this. I had plenty before

2:52there. And I had a white shirt on and I

2:54felt so I felt like a pro. I ate I ate 3

2:57lb of crawfish without getting any on. I

3:00mean I feel like you know, I was like

3:01this ain't no hobby. I mean I just This

3:03is what I do, you know? So literally.

3:05So.

3:05>> Yeah, you didn't grow up where you did

3:06and not know how to do that, right? So

3:08that's awesome.

3:08>> Exactly right. That's exactly right.

3:10>> And And if I've ever been second fiddle,

3:12today is the day. So I won't take long

3:14cuz I want you to get to Andrew because

3:17this guy's really amazing and I've had

3:19the opportunity to get to know Andrew

3:20over the years. And every time I hear

3:22him speak,

3:23I am more and more impressed and I want

3:25more and more agents to hear from him.

3:27So I'm so glad he's joining you today

3:29and have the opportunity for all of you

3:31guys to to get some insights from him.

3:32And you know, this is the cool thing

3:34about I think our network and then

3:35everyone who joins the mastermind, it's

3:37not that scarcity mentality. Like

3:39there's some other industries where

3:40someone who's as successful as Andrew,

3:42they're not going to come on a

3:42mastermind in a webinar with this many

3:44people and share everything they know

3:46and what they do cuz there'd be a fear

3:48base. Like oh my gosh, what if someone

3:49out goes out and does this. Andrew's

3:51coming on saying I hope everyone goes

3:52out and does this, right?" Like, that's

3:54the mentality of truly successful

3:55people. So, super excited that he's on

3:57today and that all of you guys have

3:59tuned in to uh to to hear from him and

4:01and share some great ideas. So, yeah,

4:03Jimmy, you had mentioned to you I I I

4:04kind of been playing around with some

4:06data and I'm just kind of curious, you

4:07know, that I that I wanted to kind of

4:09share with everybody just to visualize

4:10kind of what's going on. And I've shared

4:11this one before.

4:13Um what we're looking at here is that

4:14blue line is the 10-year Treasury. The

4:17orange line above is essentially the

4:2030-year fixed mortgage. And we already

4:21know these two things they move somewhat

4:23in unison to one another, right? And

4:25then that red dotted line there is when

4:28we saw the conflict start in the Middle

4:29East. And you could see we were trending

4:31downward on both the 10-year and the

4:3330-year mortgage. The conflict started,

4:35both of those things started going up.

4:37Ceasefire gets announced, that's that

4:38second dotted line. You can see start

4:40start things to start coming down a

4:41little bit. And then we've kind of

4:42plateaued a little bit. But I wanted to

4:44do also is to overlay the green line

4:46with this now, which is mortgage

4:48applications, right? So, we can see

4:50like, you know, mortgage rates go up,

4:51you know, what happens. But this shows

4:53you the exact correlation between

4:54mortgage applications and then that

4:5630-year rate and then what's also

4:58happening, you know, with the 10-year.

4:59And so, what you can see is a couple

5:01things become very apparent, right? So,

5:03as that 30-year rate started going up,

5:05you can see the direct correlation of

5:07the mortgage applications coming down

5:09fairly steeply and almost immediately,

5:11right? And then the next one that you

5:13can see, too, is that as rates started

5:15to come down after the ceasefire gets

5:16announced and stuff, you could see

5:18applications start to tick up. And then

5:19both of those lines have kind of

5:21plateaued a little bit, you know,

5:22improvement there. So,

5:24my point of showing this to everybody is

5:25that, you know, we have some what's what

5:27I would call artificial, not meaning

5:29that they're not real, meaning these

5:31aren't true macro, you know, underlying

5:34problems with the housing market. When

5:35we went through the Great Recession,

5:37there was underlying issues that were

5:39the cause of the housing problem. What

5:41we're seeing now is some of the

5:42curtailed demand is external pressures,

5:45right? It's not a fundamental problem

5:46with housing or pricing or anything like

5:48that despite some of the affordability

5:50challenges that we have. And then the

5:51other thing I wanted to overlay and show

5:54you guys is this. And this one looks a

5:55little messy, but all we're looking at

5:56here is again, what we're looking at is

5:58mortgage applications in the green and

6:00then the orange line is gas prices. And

6:03what we actually see is there is a

6:05correlation between when we see spikes

6:07in gas prices, we see mortgage

6:09applications come down. Not in every

6:11price point, if we really wanted to get

6:12granular, we could start kind of showing

6:14different price point levels here that

6:16what happens. Um typically what you

6:18would see is obviously larger cash

6:19buyers, higher price points, they're not

6:21influenced by gas prices. What they

6:23would be influenced by is if you start

6:24seeing dramatic drops in the stock

6:26market and people feel like they're

6:28losing money on paper, that's when you

6:29sometimes see a drop in that. But if you

6:31look at the average price point, you can

6:32see how sensitive consumers are to their

6:35wallet and gas prices are one of the

6:37most immediate effects. And so, it's not

6:39just gas prices, when gas prices go up,

6:41the cost of goods go up, things at the

6:43grocery store go up. So, we're just

6:44using gas prices as an example, but what

6:46you can see here is again, as gas prices

6:49started going up, right? From here, you

6:52saw mortgage applications started going

6:53down, right? I mean

6:55and it's always that delayed effect a

6:56little bit, too, right? Is what you see.

6:58And then at the very far right end of

7:00this chart, you can see as we started

7:01seeing gas go back up again, we also

7:03started seeing, you know, mortgage

7:04applications dip a little bit. So, it's

7:06just the rate it's just the sensitivity

7:08that the consumers have to the things

7:10going outside of their wallet in the

7:12immediate time frame when we see these

7:13kind of conflicts playing out. Um when

7:16you look at residential inventory across

7:18the country, you can see we are all

7:19trending at the top red line is the

7:21national number there. You can see the

7:23historical lows that we hit during the

7:24pandemic. Everything's trending up in

7:26the right direction, but if you only

7:27look at one year back and people go, "Oh

7:29my gosh, inventory has spiked so much

7:31over the last year." Just for some

7:33perspective, this is going back to, you

7:34know, 2005.

7:37And you can see how much inventory we

7:38had in 2008 and nine. Another big red

7:41flag everyone should have seen during

7:42the recession, which was we had rising

7:44prices and rising inventory at the same

7:46time. So, you know, that dotted line

7:47horizontal would be an average what we

7:50would normally expect to see in a

7:51normalized market. So, we still have a

7:52ways to go to get back to that. So, when

7:54people start talking about price

7:55crashes, it's really hard to have a

7:57price crash when we're not even back to

7:59our average normal to uh in inventory at

8:01that point. And then looking at price

8:03changes, the left bar it on each of

8:05these is 24 to 25, and then we're

8:08looking at 25 to 26 on the right bar of

8:10each one of these columns. And what

8:11we'll see is that we're just seeing much

8:13more moderate price gains this year

8:15versus last, and even last year was more

8:17normalized. This is actually a positive

8:19thing, right? As much as everyone loved,

8:21you know, having their house act like a

8:22meme stock, you know, during, you know,

8:242020 and 21, like everyone owned

8:26GameStop as their house, that that's not

8:28healthy. That's We all paid a price for

8:30that. What we want to see is housing to

8:31be very boring and predictable,

8:33single-digit type price appreciation.

8:35So, we're starting to see that kind of

8:36normalize out. It's a really positive

8:38thing when you think about affordability

8:39challenges and stuff. And then you can

8:41see that median home sales price, it is

8:43starting to plateau a little bit, but

8:44we've still gone up, and you can see it

8:46by region. 58%, 46, 38. So, when you

8:49hear, "Hey, prices have dropped in this

8:50particular market by 5% year-over-year,"

8:53it's not doomsday, right? It's still up

8:5540% in the last 5 years. And so,

8:57everything's relative on when someone

8:59wants to cut off the chart and stuff.

9:00And then looking at annualized home

9:02sales, again, what we're seeing is that

9:04this year was shaping up, at least in

9:05the beginning, to be a little bit better

9:07than what we had last year, but those

9:09those conflicts that created these

9:10artificial pressures on on housing have

9:12kind of brought that demand back down,

9:14you know, NAR cut from 14% increase in

9:16existing home sales down to 4%. And so,

9:19now we're kind of seeing, you know, 26

9:20is right now looking very similar to 25.

9:23As things improve, you know, if we start

9:25seeing, you know, the price of goods via

9:27gas are coming down, the conflict is

9:29truly resolved, um and that kind of is

9:31taken off the table, and oil comes back

9:33down, and and the 10-year can start

9:35easing a little bit, too, we'll see that

9:3630-year drop. We We might start seeing

9:38kind of things resume to where the year

9:40was starting off and shaping out to be.

9:41But all things to keep in mind. But it's

9:43just good for all of us to know that the

9:45realities of what's going on so that

9:46when we're having conversations with

9:48consumers and they're telling us what

9:50their concerns are about whether they're

9:51getting in the market or why they're not

9:53getting in the market, we have some real

9:54data behind it to kind of have those

9:56conversations.

9:57>> Yeah, this is such good stuff. Hey, I'd

9:59love to bring Andrew in here real quick

10:00with the with Chris as well. Um I don't

10:03know about you, Andrew, but I have never

10:05seen anybody do the correlation between

10:07mortgage applications and gas prices,

10:10um which is such a great topic right now

10:12for people to be sharing. I mean, I

10:14would suggest taking what that that

10:17particular slide and showing that

10:18because I think it creates an

10:20opportunity for people to have a

10:21conversation right now in a preparation

10:24for what we all anticipate at some

10:26point. I mean, look, you don't have

10:27conflict forever. And so when this does

10:29and we see the gas prices normalize and

10:31we see oil prices normalize, it's going

10:33to create a a a rush as we can see from

10:36that chart and those applications.

10:38Andrew, anything you want to add to that

10:40also or ask ask Chris on any of this?

10:42>> Well,

10:43>> [clears throat]

10:43>> I love having this data for the main

10:45reason of I downloaded this slide. Sam's

10:47been nice enough to post it in the group

10:48chat a couple times. I will be green

10:50screening those slides for one reason so

10:53I can sound smart to the people who

10:56follow me and who might be thinking

10:58about buying a home. On the gas prices,

11:00this is why you have to have a Tesla,

11:02okay?

11:03I've had a Tesla for 9 years, no gas, no

11:05oil changes, no nothing. It drives

11:06itself. I don't know what you guys are

11:08doing,

11:09but that is available to you.

11:11>> Yeah, is it? Is it?

11:13>> about taking excuses off the table. So

11:15when you have a buyer that says, "Hey, I

11:17don't I'm I'm concerned about gas

11:19prices." I'm like, "Hey, let's just go

11:20get you an electric car. We can remove

11:21that excuse, you know, from it and then

11:23we can go buy a house." So, yep.

11:26>> Problem solved. Easy. That's easy,

11:28right?

11:29>> The other piece of this is and this will

11:31always be happening. God, the news in

11:33this industry is just like crazy crazy

11:35crazy.

11:36Uh and Chris, you shared this when you

11:38spoke in Omaha at Vince's uh deal last

11:40year.

11:41It doesn't quite matter what's going on.

11:45What matters is how you react to it. I

11:47grew up My mom, who's brilliant, in our

11:51kitchen cupboard had a little slogan

11:52that she wrote in calligraphy that says,

11:54"Life is 10% what happens and 90% how I

11:57react to it."

11:58>> Mhm.

11:58>> That's one of the true I just live I've

12:00always lived by that. I don't care what

12:02the market's doing. I actually when it

12:03gets tough, I rejoice cuz if it's tough

12:06for me, I know it's going to be hard for

12:07you

12:08and I'm going to gobble.

12:10Okay, we'll talk a little bit about

12:11that, but that's what if you want to

12:13really attack the business,

12:14bring it on. And when it's good, it'll

12:16be we'll rake. And when it's [snorts]

12:18not good, I'll rake a little less, but

12:19I'm going to rake either way.

12:21>> Correct.

12:21>> Yeah. Hey, listen, Chris, the reason I

12:23want to bring Andrew on while you were

12:24still here, too, was is because after

12:25you talked that well on him, I wanted to

12:27make sure that his head would fit on the

12:28screen, you know, where um you're giving

12:30him all these props and it does. It's

12:32amazing.

12:32>> I meant every word of it. I the

12:34>> I know you did. I know you did. Yes, I

12:36know. Um listen, Chris, thanks for

12:37everything, man. I mean, look, Chris

12:39just gave you your task for the day. Um

12:41and you're going to see this and listen,

12:43go follow Andrew. If you want to see how

12:45this is done, I'll bet you Andrew has

12:47this done within the next hour to 2

12:49hours. If you want to see how to do it

12:51and model it, go follow Andrew, then

12:53model after what he's going to do and

12:55I'll promise you're going to see this

12:56some some good results with that. So,

12:57thanks, Chris. Appreciate it.

12:58>> Beth and Jay who commented in there,

13:00correct. Yeah, we don't want anyone

13:02financing a car while they're looking to

13:04buy a house. Not looking to derail it.

13:06Yeah, absolutely. Yep.

13:07>> Smart.

13:08>> All right. Thanks, Chris. Appreciate it.

13:10Appreciate it.

13:10>> Okay. Great. Have a great weekend.

13:13All right. So, let me let me introduce

13:15uh my buddy um

13:16because Andrew Undem and I have known

13:19each other now for a number of years and

13:21there are certain people that when you

13:23meet them, you just know this is a this

13:25is somebody that gets it. This is

13:27somebody that understands what it takes

13:29to provide value to clients and has the

13:33ability to communicate it in a way that

13:35is going to move people and help them

13:37make decisions that are in their best

13:39interest. So, I want to just say this.

13:41Andrew, tell everybody well, Sure Sales

13:43Group, I mean, I don't know how many

13:45transac- how many transactions are y'all

13:46trending towards this, you know, this

13:48past year, this coming year?

13:50What are you over I don't want to I

13:52don't want to mess that up. How many are

13:53y'all doing roughly on trans-

13:55>> transaction wise as a team? This year we

13:57should hit over 500 again, which will be

13:59a a high water mark in a market that's

14:01not as

14:03you know, frothy as we'd like, but we're

14:06pretty focused. We'll do a couple

14:07hundred million in sales and um

14:10we're having fun doing it. Again, we're

14:12here in Baltimore and the other thing

14:14I'm proud of, Jimmy, is we do all this.

14:15I have two and a half employees.

14:17And how do you have a half an employee?

14:19Cuz I got the mortgage company that I

14:21also own to pay for the other half.

14:23That's a sales job. We're going to talk

14:24about sales today. Everything's a sale.

14:26Everything's a We'll talk about

14:28everything sales.

14:29>> Yeah. Yeah. Look, um this is another one

14:32of those. If you're wanting to know how

14:33to how to run a team effectively, um

14:35talk to Raleigh. Um but no, I mean, yes,

14:38you can talk to Andrew, too, but um

14:39obviously that Raleigh does an amazing

14:41job. But let's get into the topic today

14:43because y'all, this is something when

14:45you leave this I have to tell you this.

14:46Andrew and I had this conversation a few

14:48years ago.

14:50It's had right at 100,000 views. It's

14:53probably the the conversation that I've

14:55had the most comments on. This was two,

14:58three years ago. Andrew, I know you

15:01because you sent it to me yesterday.

15:02We're both still getting comments on

15:04this

15:05and just about every week. And so, we're

15:07going to dive into exactly and we're

15:09going to show you the process on how you

15:11present this.

15:13But Andrew, I think a lot of times what

15:14happens is everybody gets they they miss

15:16the key critical parts of this. It's not

15:18just about the process, it's the

15:20preparation. And so, I'd love for you to

15:22kind of drop into that before we even

15:24get to the process, if you don't mind.

15:26>> Yeah, that I mean, that makes sense. We

15:28recorded a pretty good video in in the

15:31timing where it was the NAR lawsuit and

15:34oh my god, are buyers agents even going

15:36to exist? Are we ever going to get paid

15:38again? Oh my god.

15:40There's blood in the streets. Everyone's

15:42coming for everybody and the echo that

15:44we heard through the industry was we

15:47have to figure out how to showcase more

15:48value on the buy side if the decoupling

15:51of commissions is is coming down the

15:53pipe. And that's all we heard. You got

15:56to show more value. You got to show more

15:57value. No one was talking about how to

15:59show the value.

16:01>> Right.

16:01>> So, Jimmy and I took it upon ourselves

16:02say, well, here's how here's how I

16:04actually do show the value. We did that

16:06video. Sam will put the link in there. I

16:08think he just did.

16:10And as Jimmy noted, that's still

16:12climbing in views. Like, it was 10,000,

16:1420,000, 50,000. And it's very relevant.

16:18So,

16:19we're going to hit that again. In case

16:20you missed it, you can always do the the

16:21replay.

16:23But,

16:24over the the last couple years as I've

16:26been trying to help as many people as I

16:27can, including my own people,

16:30people they see a presentation, they see

16:32you articulate it properly. We'll give

16:34you some good lines. We'll give you some

16:35good structure. But, there's layers to

16:38this. And what I found is

16:41the real ability to pull this off, it

16:43lives a little upstream from just

16:46here's what to say and when to say it

16:47and how to say it.

16:49Because like Jimmy to your quote, like,

16:51you I can give you Tiger Woods' golf

16:53clubs, you're not going to hit them like

16:54Tiger. You can watch him swing it, too.

16:56You can even get a lesson.

16:57>> Right.

16:58>> It's just not going to happen.

16:59>> Right.

17:00>> So,

17:01I want to set the tone, which which is

17:03this. This has been my big thing

17:04recently and I knew it intuitively,

17:07instinctively my entire career. But, the

17:09most important skill any of us can have,

17:12by far, unquestioned, unequivocally is

17:16your ability to sell.

17:18And everybody says this. Steve Jobs

17:21famously said it. The only consultants I

17:23ever hire are the ones who can help me

17:24sell the computers. Everyone else are

17:26bozos.

17:27Mark Cuban says it. Everybody says it.

17:29And the thing is we don't really

17:30understand what that is. Our industry

17:34as a whole

17:36has almost no sales training.

17:40They'll teach you how not to get sued

17:42and here's how to do an offer and here's

17:43the contracts and here's

17:45how to be a realtor and here's how to

17:47open a lockbox and work your MLS and

17:49hang your brokerage. You got to be at a

17:51brokerage. And like that whole world.

17:53And they also teach you how to prospect.

17:56Get your friends and family and and bold

17:58and sweat hogs and and all that stuff.

18:01And then we have an infatuation

18:03with marketing and I love marketing. I'm

18:06going to copy Chris's stuff. That'll be

18:07a marketing activity.

18:10But we're not big on sales training and

18:11and the reason is this.

18:13The reason we get away with it the

18:15industry's gotten away with it forever

18:17regardless of lawsuit

18:20is because the consumer

18:23already wants the product.

18:27In other industry, I'm going to say that

18:29again. The consumers that we're dealing

18:31with, they want to buy it or they want

18:33to liquidate it. They already want it.

18:36So we our barrier for for

18:40our ability to sell doesn't have to be

18:42that high cuz the consumer already is

18:44creating that demand for us. In other

18:46industries that are high paying sales

18:49industries whether it's B2B,

18:51tech, um pharmaceutical stuff, medical

18:55device, there is an emphasis on sales

18:58training. There really isn't in our

19:00industry and and that's a big miss.

19:03And um that's the basis for this.

19:05And

19:06Naval Ravikant, if you don't follow him,

19:08not a real estate guy, he's kind of a

19:10business philosopher. He created

19:12AngelList.

19:14He was the founder of many, many

19:15companies. A brilliant guy.

19:17He said something that really struck me,

19:19which is the reason you're focusing on

19:22sales is because you failed at

19:24marketing.

19:26And the reason you're focused on

19:27marketing is because you failed at

19:29product.

19:31What he's saying there is

19:33if your product is really good, you

19:36don't need to worry about sales and

19:37marketing. So, you got to focus on your

19:38product.

19:40Now, you're saying, "Well, that doesn't

19:41make sense. I thought you said sales was

19:42important."

19:43In our industry, we are the product.

19:46You are the product.

19:49And we don't fully understand that

19:53because we think our job is we need to

19:55get eyeballs. We need to social media.

19:56We needed to do AI. We need to do what

19:58Jason Pantana says. We all we got to do

19:59the cannonball with Jimmy Mack, and I

20:01need to talk to my coach.

20:02You're the product. And if you get

20:04really good at what some of the things

20:05we're going to go over today,

20:07sales the

20:09everything's going to take care of

20:10itself because you're going to be

20:12referable. And you're going to be

20:14unconsciously competent, and you're

20:17going to be undeniable.

20:19But, we don't like to do that. We like

20:21to pretend that we're busy, and I got to

20:22get my marketing done, and I got to get

20:24this stuff done so more people will find

20:26out how mediocre I am

20:29because my product isn't that good, and

20:31we are the product. So,

20:34um I've broken all this stuff down. And

20:36again, we'll get to the buyer stuff. I

20:37promise you. I'll give you the lines.

20:39I'll give you the lingo. I'll show you

20:40how I do it. I'll draw it out on the

20:41timeline. It's all We already did it,

20:43and hundreds of thousands of people

20:45seem to uh think it's valuable, and we

20:47get all these great comments, and I'm

20:49happy for that.

20:51But, we need to break down

20:54what our job actually is. So, it if you

20:57define what what sales is to me, and

20:59there's a lot of definitions to it, it's

21:00this.

21:02Our job, and you might want to write

21:03this down, and and have this hold on to

21:06this one.

21:07Our job is to get people

21:10intellectually engaged

21:13on a future result that's good for them.

21:18>> Mhm.

21:19>> And then help them emotionally commit

21:22to take action to achieve that result.

21:27That's your job. That's your product.

21:29That's the key.

21:31Can you get people intellectually

21:32engaged?

21:34Okay, that that's a big piece. Can we

21:36get them intellectually engaged on a

21:38future result that's good for them? Hey

21:41guys, they want to buy a house or they

21:42want to move. Don't have to Don't have

21:44to overcomplicate it.

21:45Can you get them intellectually engaged

21:46on a future result that's good for them

21:49and then help them emotionally commit to

21:51take action to achieve the result?

21:53That's what our job is.

21:56And

21:57we think it's I got to get a buyer to

21:59sign a buyer's agency agreement. That's

22:01my job. That's my job as a salesperson.

22:02I got to get them to sign a listing

22:04agreement. That's my job. That's not it.

22:06That's a small part of it.

22:08That's a small part of it. But if you

22:09can accept the fact that sales is

22:11everything, it's your ability to

22:12influence an outcome

22:15by getting someone intellectually

22:16engaged on a future result that's good

22:17for them and help them emotionally

22:18commit to take action to achieve it.

22:21Right?

22:22Your job is to influence an outcome.

22:24Everybody's in sales. Chris Kelly who

22:25was just on here, by the way,

22:28unbelievable salesperson.

22:30>> Mhm. Right.

22:31>> Do you know what they call the best

22:33salesperson in any company in any

22:35organization, Jimmy? Do you know what

22:37they call them?

22:37>> Yeah.

22:38CEO.

22:39>> Thank you. Cuz you know what they have

22:40to sell?

22:42They have to sell something that doesn't

22:44even exist. It's called a vision.

22:46>> Mhm.

22:46>> It doesn't even exist.

22:48That's what they're selling and they're

22:50acquiring talent. Chris just recently,

22:53recent news, breaking news, he's

22:55bringing in unbelievable talent from

22:57Coldwell Banker. Just a beautiful master

22:59class. That's cuz he had to sell Um what

23:01was his name again? Jason Wah?

23:04>> Jason Wah, yeah. Mhm.

23:05>> I haven't had the

23:06privilege to meet him yet, but I'm sure

23:07he's amazing. Cuz he had to sell him

23:09that.

23:10>> Yeah.

23:11>> to sell these things and put these

23:12people in these positions. He got Jimmy

23:14Burgess back. Thank God.

23:16I celebrated that day. That's like a

23:18little national holiday around here.

23:20Um, that was a sale. See, cuz sales is

23:23not just buyers agency, it's not listing

23:25agency, it's how you acquire talent, how

23:27you cast a vision, it's how you build an

23:28organization. That's why all the greats,

23:30the true greats of business think that's

23:33the key.

23:34In the world we're going into,

23:36and I love the AI I got Claude Pro

23:38up right here on my other screen.

23:41There's going to be things coming down

23:43the pipe that are going to make our

23:43lives easier. And I'm look, I'm not the

23:45AI guy and I don't pretend to be. All

23:47I'm saying is I know the one thing that

23:50it's not going to be able to disrupt is

23:51when you talk to somebody.

23:54How How do you show up in that moment?

23:57How are you human to human? Until robots

23:59are buying houses from robots, they

24:01can't disrupt us. Almost everything else

24:03they can, scarily. And you can be

24:05excited about it, whatever.

24:08They're not going to be able to disrupt

24:09your ability to communicate with another

24:11human. And that's going to be even more

24:12important moving forward. More important

24:14now than it was when we did the last

24:16video.

24:18>> [clears throat]

24:18>> So,

24:19that's really important. So, I I've been

24:20breaking this stuff down because my kind

24:22of origin story, if you will, and how

24:24I've came to this

24:25is

24:26I was always kind of like,

24:28you know, I was the class clown. I I

24:30talked a lot. Um,

24:32quick wit, you know, gift of gab, people

24:34say these types of things.

24:36But it it formalized with me cuz I got

24:38into the industry, I started as a new

24:40home sales person. Jimmy, you've heard

24:41the story many times. What was cool

24:43about that is you have to go to like

24:44these eight interviews. Now, I'm a

24:4522-year-old kid, I'm partying. Okay?

24:49I go in and I get these seven interviews

24:52at NVR Inc. It's one of the big national

24:55home builders. And they're very

24:56particular of who they're going to bring

24:58in. So, I passed these interviews and

25:00they send us to HIT. They call it HIT,

25:03High Intensity Training. They don't send

25:06ducks to eagle school. That's what one

25:07of them said.

25:09They say, "We're going to go here. 2

25:10weeks, it's in Reston, Virginia, close

25:12to Langley." It was like CIA

25:14They're like testing your personality,

25:16and they teach you everything about new

25:18home sales and construction from

25:20here's how homes are built, here's the

25:21critical path of construction, here's

25:23how to read a site plan, here's how to

25:24read a floor plan, here's how you're

25:26going to interact with customers in the

25:27model. They're going to make sure you

25:28know how to sell these homes if we're

25:30going to put you in these communities,

25:31which have tens of tens, sometimes

25:34hundreds of millions of dollars of money

25:36changing hands over the course of a

25:37year. They want to make sure you're

25:38really good. So, I got all this

25:39training.

25:41And which is really good.

25:42And uh I learned a ton from it. It was

25:44really It was really awesome.

25:47But the magic happened where on my days

25:49off, cuz in that world you work every

25:51weekend, but I was off Tuesdays and

25:53Wednesdays. So, one of my older friends

25:54who I knew was really smart, who I just

25:56kind of clung on to, he worked at a

25:58sales consulting firm.

26:00And they teach They were teaching sales

26:02organizations how to win bids. B2B

26:06stuff, totally different from

26:07hand-to-hand combat, model home,

26:09consumer already wants the product,

26:11don't mess this up, which is the world

26:12we live in most of the time.

26:14They're doing some really interesting

26:16things on that sales front, and I just

26:17became obsessed with it. Thank god I

26:20did.

26:21And I got so many repetitions, cuz I sat

26:24in the model home every day. And people

26:25would come in. Come in. Come in. This is

26:27all buyer stuff.

26:28And I got to practice. And then for

26:31years, I became the number two

26:32salesperson in the entire company.

26:35Never missed my quota, crazy numbers. I

26:36was making like 200 grand as a

26:3823-year-old,

26:40which is dangerous.

26:42Cuz I had a credit card, and I'd go to

26:44the bar. I thought I was the man, and it

26:46was fun.

26:48And then I met my wife, [clears throat]

26:48saved my life. Anyway.

26:51That's the basis for some of this stuff.

26:53And as I've been I've been talking to

26:54Tom Ferry a lot and and some of the

26:56people

26:57I've been able to get close to only

26:58because I've been able to sell them on

27:01giving me the time of day, which has

27:03been my whole life. That's why I'm close

27:04with Jimmy. That's why I was close with

27:05Gino. That's why I'm close with Chris

27:06Kelly. That's why I got to meet Serhant.

27:08That's why I had Sharron

27:10teach me cuz I was selling them. Is that

27:12a buyer agency agreement? No.

27:14Cuz that's not what sales is. That's

27:15what we think it is.

27:18And Tom and I said, "Geez, if 77% of the

27:21industry sold zero homes in the last 12

27:23months and eight Everyone knows it's 85,

27:25probably climbing.

27:26Um people fail in this industry.

27:29This is what we believe the reason is is

27:31because no one's taught them what their

27:33job really is.

27:34And it is to do the paperwork right and

27:36it is to market yourself. I'm not

27:37discounting that. That's table stakes.

27:39Everybody does that.

27:41But not a lot of people have chosen to

27:44go on the journey of saying, "Man,

27:47my license says real estate salesperson.

27:51I want to be that.

27:53Doesn't say real estate social media

27:54marketer. Doesn't say real estate

27:56webinar, real estate put pictures on the

27:58internet, dance on TikTok.

28:00It says real estate salesperson. And we

28:03don't talk about it. And it's because

28:04the consumer wants the product. So, I'm

28:06going to give you I'm going to speed

28:07through these nine things and uh or it's

28:09our book's almost done.

28:11I'm not even sure if I'm supposed to be

28:12talking about this, but Tom and I are

28:13writing this book. We put a ton of time

28:15into it. We're very excited about it.

28:17But we broke them down this framework.

28:20That it's for sales in general. It's not

28:21real estate stuff, but it 100% applies

28:23cuz that's my whole lived experience. If

28:25it Jimmy, if it's okay, can I break down

28:27those nine real quick or should we

28:29>> Absolutely. Absolutely.

28:31>> Do you guys want to hear it in the chat

28:32or should I just go over the buyer

28:33presentation thing again?

28:34>> Uh let's Here we go. Let's see. Let's

28:37see what they're saying in the chat.

28:38>> I just want to give people what they

28:40want.

28:41>> Do it.

28:41>> Okay. They Okay. Do it. They like it.

28:43They're like

28:43>> Let's go.

28:44>> Cuz hey, I'm just talking to a camera

28:46and I see Jimmy's beautiful bald head

28:48here. I don't know if you guys want to

28:49hear this Okay, but I'll Okay,

28:51I'll tell it.

28:51>> I'm telling you, yes. If you bring it.

28:55Bring it.

28:57>> I dropped a couple of these nuggets in

28:58that first video, but I

29:01the reason people said, "Man, I just

29:03can't say it like him." Or that sounds

29:05good, but I can't do it. And it's

29:06because we're skipping six steps before

29:08we get to the seventh step, which is the

29:10consulting phase. Everyone loves a good

29:12presentation. I want to be good buyer

29:14presentation, good listening

29:15presentation. We're obsessed with it.

29:16Not as much as we're obsessed with

29:18marketing, but we want it, but we don't

29:21you skip all these steps. And here

29:22here's some of the steps, okay?

29:25There's nine of them. I'm going to go

29:27through them quick. Each one of them you

29:28could do a freaking

29:30day on.

29:31But the first one is comfort.

29:35You're never going to make someone else

29:36comfortable

29:39if you're not comfortable with yourself.

29:43And I can't tell you how powerful that

29:44is.

29:45And people get it, but do you really get

29:48it? Cuz in different situations some

29:49situations you are comfortable in and

29:51then something happens and you become

29:52uncomfortable.

29:54Maybe it's a price point.

29:56Maybe when it's oh, their parents are

29:58coming in. Maybe it's when you're

29:59competing. It doesn't matter the

30:01scenario.

30:02Like maybe you're comfortable meeting

30:04people at your office, but not at the

30:05house. Or when it comes up in

30:07conversation or when people say at the

30:08cocktail party, "How's the market?"

30:10You're kind of uncomfortable cuz you

30:11don't know and

30:12by the way, hey, you know what my best

30:13line for that is now, Jimmy?

30:15If someone says, "How's the market?" And

30:17I know how to answer it. That's not the

30:18topic of the the conversation.

30:21I would say,

30:22um is that like a how's the weather

30:24question or do you really want to know?

30:27>> It's good. Yeah.

30:29Yeah.

30:29>> Cuz you want permission to go deeper.

30:31Cuz then they all say, "No, I really

30:32want to know." Good. Now I'm going to

30:33Now I'm going to

30:35lock you up.

30:37So, comfort's really key and it comes it

30:39comes down to and there's all this

30:41science. Everything that's in our book

30:42is all based on science. Again, it's not

30:44a real estate book.

30:46What does being comfortable mean? And

30:48And just the the phrase I want you to

30:50take away with is

30:51it's two things. One is you have to be

30:53in a state of relaxed concentration.

30:57Hard.

30:59Sounds simple, hard to do.

31:01Cuz your environment's always changing.

31:02It's a very dynamic, fluid world we're

31:04living in.

31:05And if you're not in a state of relaxed

31:07concentration, you're not going to be

31:08able to do the other things.

31:10So, you have to know that. And you have

31:11to have a plan for that. And you have to

31:12work on that.

31:14Because any situation you go into,

31:17you pick

31:19how you're perceived.

31:22So, you have control over that. You

31:23control how you show up. You control

31:26your energy. How you feel on the inside

31:28radiates to those on the outside. We

31:29don't think about that. We're rushing

31:32around day to day. We're not locked in.

31:34Okay, I know I'm going woo-woo on you,

31:35but this is critical because if you

31:37don't get these steps, you're not going

31:38to be able to do the fun stuff. Say the

31:40lines, be slick, be cool, people think

31:42you're awesome. That's step one,

31:43comfortable.

31:44The next one is you actually have to

31:46care.

31:48You actually have to care.

31:50And that manifests in so many different

31:52ways.

31:54Care, it's not just And I took my notes

31:56down how you how you look.

31:58Like appearance matters. Hate to say it.

32:01Everyone's judging you all the time.

32:02Malcolm Gladwell wrote a great book on

32:04it called Blink. People are judging you,

32:06just get over it. They are. How do you

32:07show up? Are you punctual? Are you

32:09friendly? Do you listen? Are you

32:11genuinely curious?

32:14Okay, if you miss that step, it's going

32:16to be tough to get to the third step,

32:17which is connection.

32:19You want to have a connection with these

32:21people. You're about to embark on this

32:22journey of whether they're buying a

32:24home, selling a home, joining your team,

32:26enrolling them in your organization. You

32:28have to have some sort of connection. It

32:29starts with are you comfortable?

32:31Which is, am I good?

32:32Do I care? Are you good? Connection, are

32:35we good?

32:36>> Mm, That's good.

32:38>> That that's super

32:39>> Say that one more time. Say that one

32:41more time, those three steps.

32:42>> Yeah, that's Well, first of all, it's

32:44comfort, care, connection, and there's

32:46I got hundreds of pages on it, so I'm

32:48just giving you the CliffNotes, but the

32:49the

32:49>> Yeah.

32:50>> tied up, you say, "Am I good?

32:52Like am I Am I good with me right now?

32:55Are you good?" And I actually really

32:57want to know.

32:58And there's a beautiful thing called

33:00tactical empathy, which is arguably the

33:02most important point from Chris Voss's

33:04book,

33:05Never Split the Difference, FBI

33:06negotiator.

33:08Am I good? Are you good? Are we good?

33:10And are we good comes into all the signs

33:12behind actual bond and rapport.

33:14How's your energy? How's your pace? Can

33:16you match and mirror?

33:18Are you making them feel comfortable?

33:20Are we establishing a connection? And

33:21can you adapt

33:24you

33:25to the client so you can establish a

33:27connection?

33:29That There's been books written on each

33:31one of those topics.

33:32>> Mhm.

33:33>> We don't do that in our industry

33:36cuz we're not focused on it cuz the

33:37consumer already wants the product. I

33:38know I'm beating that horse to death.

33:41That's the first of the nine Cs.

33:43Next is control.

33:48Control is the most critical aspect.

33:50This is whether you're either going to

33:51be part of your plan or you're going to

33:53be part of their plan.

33:55Who is going to take control over this

33:58situation? By the way, the consumers

34:00want you to take control, but you don't

34:01do it.

34:02And control is simply about

34:05gathering agendas

34:07and agreeing on an outcome and agreeing

34:10that we're just going to make a decision

34:11on a next step at the end of the

34:12meeting.

34:15That's you have to establish control.

34:16What's going to happen? People want to

34:18know what's going to happen before it

34:19happens.

34:20And you want to get permission to ask

34:22these questions and go through this

34:24process, whether it's with a buyer or

34:26with a seller. You have to set a frame

34:29around

34:30the conversation that's about to happen.

34:32So, you have comfort, care, connection,

34:34control.

34:37And real quick on control is all you're

34:39trying to do is I want to know

34:40what you want.

34:42And I want to ask you questions to

34:44determine if I can help you.

34:46And then at the end of that, we're going

34:48to agree what the next logical step is.

34:49Is that okay?

34:52People don't do that. They skip that

34:53step all the time. That is the biggest

34:54key.

34:55That's where you actually close them.

34:57Closing is this mystical thing that

34:59happens at the end when I wink and I'm

35:00cool and I do this and I look good. It's

35:02that's not it.

35:04The best closers are the best openers

35:06and it's those who establish control.

35:08In a buyer situation, Jimmy, for

35:09example, say, "Hey Jimmy, thanks so much

35:11for agreeing to take the time to meet

35:12with me. What types of things would you

35:14like to go over

35:16in order to make the best use of your

35:17time today?"

35:18Uh Jimmy, all right. They were thinking

35:20about moving. We're looking at houses.

35:21It doesn't matter. Awesome. We're going

35:23to make sure we cover that. Um I'm going

35:25to of course have to ask you some

35:26questions around, you know, your time

35:27frame, your budget, if there's any

35:30critical dependencies around those

35:31things, um who's involved in the

35:33decision-making process.

35:35And if it's okay with you, I'll kind of

35:36show you how our process works and where

35:38we bring some value. Is that okay if we

35:40do that?

35:41Awesome. Hey, look, at the end of this,

35:43we'll just figure out what the next step

35:44is as long as you're cool with it. I'll

35:45point you in the right direction.

35:47That's control. That's the that's the

35:49key.

35:50That's the that's all This is all the

35:51stuff we missed in the first video.

35:53That's why I was telling Jimmy, I don't

35:54want to do the same video. I That one

35:55people like that one.

35:57>> Yeah, and you can go watch that

35:58obviously and get a a deep dive. We're

36:00going to give you the timeline here in

36:01just a few minutes, but you want to see

36:03the deep dive on that process,

36:05absolutely. That'll be That'll be the

36:06201 part to this.

36:09>> So, you have to establish control. Then

36:11after that, you have to clarify what it

36:13is they actually want.

36:14That's a whole another C. Notice there

36:16are nine Cs.

36:18Comfort, care, connect, control,

36:21clarify.

36:23Okay? If you want better answers, you

36:25have to ask better questions.

36:27Every good sales situation is all about

36:30the questions you ask.

36:32And by the way, these things are all in

36:33order. If If you're no longer

36:35comfortable in that moment, you're going

36:37to mess it up. If they don't think you

36:38care, you're going to mess it up. If

36:40there's no connection, you're not going

36:41to be able to establish control.

36:44And if you don't establish control, it

36:45sounds like you're interrogating them.

36:47You don't have permission to do it.

36:49You have to clarify what this person

36:50actually wants. And guys, don't

36:52overthink it. They want to move.

36:55Why do they want to move?

36:57What's the pain point? There's four P's

36:58in there. You want the pain, the ideal

37:01picture,

37:03their process for decision-making, and

37:05and price, which is just budget. So, I'm

37:07not going to get into the nuances of the

37:08book, but

37:09you have to clarify these things. Why do

37:11they want to move? What's the price

37:13range? Who's involved?

37:15What's going on?

37:16Then you crystallize it

37:19by repeating it back to them in their

37:20exact words. Cuz sometimes we hear what

37:22we want to hear, it's not what they

37:23said.

37:24Right.

37:25Critical error.

37:28Then we can get to the consulting.

37:31Now notice,

37:32last time we just jumped right to the

37:34consulting. Here's a cool buyer

37:35presentation to show value. And we'll do

37:36it again.

37:38But if you miss those first steps,

37:41it's not going to work. You're going to

37:42be uncomfortable. There's not going to

37:44be rapport. The whole thing seems to

37:46break. And by the way, those steps, and

37:48then it's consult, close, confirm. Okay.

37:51Jumping ahead.

37:52That's for anything.

37:54It's not for Right. You see? It's not

37:57for That's what Chris Kelly does when

37:59he's bringing in over

38:01a top executive from Coldwell Banker who

38:03can probably help our network grow quite

38:05a bit. Cuz no one really likes what's

38:07going on with Compass and Redfin and

38:08Rocket and this thing and that thing.

38:11He was comfortable. He cared.

38:14You know, he connected with the guy.

38:16He set the table for a nice

38:17conversation. He really probably

38:19understood what what important to that

38:20guy, crystallized it. Then he showed him

38:22the world, and he got and now we now

38:24we're attracting talent. It's with

38:26everything, guys.

38:28It's with everything.

38:30And I'm just I'm passionate about it,

38:32and that's why I was like, "Jimmy, I

38:33don't want to do the timeline right out

38:34of the gate because it doesn't matter if

38:36you don't really understand it." And

38:38it's not hard to understand. You just

38:40have to accept this. I'm I'm going to

38:41jump to the timeline in a second, but

38:43you have to understand this.

38:45This is your product.

38:47Our job as real estate agents

38:49is to get people intellectually engaged

38:52on a future result that's good for them

38:54and help them emotionally commit to take

38:56action to achieve that result.

38:58So,

38:59in our world,

39:01we have to show them that we can

39:02influence the outcome of a real estate

39:04transaction.

39:07Okay?

39:08We have to show them that. How do we do

39:11that? We do that by effectively managing

39:14the entire real estate ecosystem.

39:17Cuz it's not just you and the buyer,

39:19it's you and the buyer

39:21versus the world, and the world is the

39:23sellers, the seller's agent, the market,

39:25the market dynamics, the home inspector,

39:27the appraiser, the lender, the title

39:29company, the portal, whatever.

39:32But if you notice

39:34in this,

39:35you don't present, you don't start

39:38consulting, you don't jump into it until

39:41you know what they care about.

39:43That's why you can't have a canned

39:44presentation. That's why the timeline's

39:46pretty good.

39:47I mean, I use it, but I only use it

39:49after I know what's important to them.

39:52Cuz I don't want to bore them. I want to

39:54get to the truth very quickly, and I

39:56want to be respectful. I just want to

39:58know what's important to you, and I'm

40:00going to see if I can give it to you.

40:02And if I can't, cool. I'll stop wasting

40:03my unbelievably valuable time.

40:06But more often than not, I think I could

40:08probably help you.

40:10That's the That's the juice.

40:12You don't present. It's like a good

40:13attorney doesn't ask questions they

40:15don't already know the answers to.

40:17So, you prep in the courtroom.

40:19That's why you do the you know. But, we

40:21don't do it cuz we're not into sales.

40:23Sales is bad. I'm not good at sales.

40:25I like

40:27you're going to make a decision right

40:28now and we're moving on.

40:30You're going to make a decision. Do you

40:32want to be good at this?

40:35Do you want to be good at your job?

40:38I think the answer is yes.

40:41I hope it is, but we don't talk about

40:44it. And we And it's not just role-play.

40:46This isn't This is a personal journey.

40:48You have to be an autodidact.

40:51That's a fun fancy polysyllabic word

40:54that means

40:55you have to teach yourself.

40:59Everybody does. Like we're writing the

41:00book that breaks down every

41:02psychological principle and every great

41:03tactic and you don't think Tom Ferry's

41:05got some data on this? I mean, his

41:06dad worked for Earl Nightingale. The guy

41:08was the godfather of the modern-day

41:09personal development movement. Every

41:11piece of sales training in this country,

41:13we have it. With AI now, I have it.

41:16And Tom's got 200,000 fully anonymized

41:18coaching calls going back to 2017 with

41:20every top producer. We know what the

41:22problems are.

41:24And we built that framework and there's

41:26a lot more to it, but that's the little

41:28I'm just giving you a little sprinkle on

41:30it, little thimble. See if you like it.

41:32>> Hey, Andrew, if you will, cuz a couple

41:34people have asked, um they didn't cuz

41:36you you went real fast on the last

41:38three. Can you give all nine of those

41:40real quick, if you don't mind?

41:42>> I'm going to give it to you. I'm Okay,

41:43I'm going to give it to you, but here's

41:44my ask. Hey, follow me on Instagram,

41:46ready? So, I've been I've been talking

41:48about this a lot. I'm putting in the

41:49chat right now. Stand by. This is live,

41:51baby. It's @undom.

41:55>> Yes.

41:55>> me. You follow me and we'll talk, okay?

41:57Just don't waste my time.

42:00>> [laughter]

42:01>> Here's the nine C's.

42:03Comfort.

42:05Not them, it's you.

42:08Care.

42:11Connection.

42:14That's the first triad. That's

42:16interpersonal.

42:17That's you and you.

42:20Then it's control,

42:23clarify,

42:25crystallize.

42:29Okay, and there's a lot that goes into

42:30each one of those steps.

42:32Finally,

42:34it's consult.

42:37That was like presenting.

42:38Consult with these people.

42:41Close.

42:42Cuz closing is still a thing. You have

42:44to ask, right? You have to

42:47guide the ship.

42:48And then confirm.

42:51And that's where you're confirming next

42:52steps.

42:53See, in our job, when we're when we'll

42:55get to the buyer stuff, you're talking

42:56to a buyer, your job's not to

42:58slam them into a house. Your job is to

43:00get them into the next logical step.

43:04That's all it is.

43:05When a lead comes in, the next logical

43:07step is maybe we should set up a time to

43:08talk.

43:10And maybe it's get pre-approved. Maybe

43:11it's we start showing houses. You're

43:13just moving the process forward.

43:15You can't I love to draw out the fence,

43:17Jimmy. You remember the fence? This is a

43:19great Tell us fence. And there's all

43:21these people on the fence. Okay? And

43:23they're either going to not buy a house

43:25or keep signing the lease, keep living

43:27in their parents' basement like a loser,

43:29or they're going to buy a house. Your

43:30job is to get them off the fence.

43:33Okay?

43:34Intellectually engage, future result,

43:35right? Emotionally commit.

43:37But your job is to just move it forward.

43:40That's what sales is. We're moving

43:42forward confidently. We're in control.

43:44There's no mutual mystification. I know

43:47what we're doing. They know what we're

43:49doing. We're good. I'm good. They're

43:52good. We're good. We're in control.

43:55And it's either you get these people

43:57off the fence and eventually into a

43:59home,

44:01or you don't. And if you can't get them

44:02off the fence, here's what we're going

44:03to do. Ready for this, Jimmy? Here's

44:05what we're going to

44:06If you can't get the people off the

44:07fence, we'll take down the fence.

44:10Okay? And we'll use the wood to build a

44:12casket that'll bury your real estate

44:14career.

44:18Sound good?

44:19>> Yeah, that's great. Yeah.

44:21>> [laughter]

44:23>> All right, so I'm going to jump into the

44:23timeline. Again, we did this video

44:25before.

44:26>> Yes.

44:27>> I'm going to go through a little quicker

44:28cuz if you really are into it, you can

44:29go back and watch it. And like Jimmy

44:31said,

44:32this yesterday, Jimmy's like, "Hey,

44:34we're going to hop on at 11:40."

44:36I said, "Hey, this guy I get DMs on

44:38Instagram. Hey, can you send me that

44:39thing that Jimmy mentioned that might be

44:41It's out there somewhere." Every day

44:43people are asking us for this.

44:45And it goes into this.

44:46Guys, this isn't a surprise to you. I'm

44:48going to tell you about things you're

44:49already doing but how to articulate it

44:50better cuz the spirit of this whole

44:52situation

44:53is how can I showcase value?

44:56And we have a whole another one on

44:58sellers but we're focusing on buyers

44:59today.

45:01And I always like when I'm in that

45:02consulting step, I've went through those

45:04C's and it's time to sit down. Now we're

45:06in it and I permission and I know what's

45:07important to you. I've crystallized

45:09what's important to you. I'm going to

45:10break down

45:12the process and I've already agreed

45:15You've already agreed to allow me to do

45:16this cuz no one says no to that when you

45:19establish control.

45:21Is I draw a timeline just like this.

45:23Well, I'm not going to show you. This

45:24always happens. I need to start doing

45:25the Sharran iPad thing, Jimmy.

45:27So you can see it real time.

45:28>> Yes.

45:29>> First thing I step I always do, you know

45:31what? I'm going to go back to this one.

45:34Is I draw a

45:36And I say, "So, the first critical step

45:40that, you know, where we can bring a lot

45:41of value out of the gates is helping you

45:43on the pre-approval side. When's the

45:45last time you spoke with a a mortgage

45:47lender? Unless you're planning on buying

45:49cash."

45:50It's all question based.

45:52Whatever they say is fine. Haven't

45:53talked to one yet. My bank said I'm

45:54good. My parents are going to I don't

45:56care what they say. No matter what, it's

45:57good. Bond and reports good. And I would

46:00used to "Well,

46:01some of the components of value we bring

46:02to the relationship on the pre-approval

46:04is we actually help our buyers not only

46:06fully wrap their head around the exact

46:09down payment and monthly payment that

46:11that's good for them. We help them

46:13achieve the lowest interest rate by

46:15shopping all the different mortgage

46:17options on their behalf. I'd love to

46:20help you do that. Because do you guys

46:22want to have a lower interest rate or a

46:23higher interest rate?

46:25You want it lower? Well, you can go talk

46:27to five people right now. They're all

46:28going to quote you something different.

46:30And what I like to do for my clients

46:32is help them get not only the lowest

46:34rate, but the lowest fees.

46:36And that's normally found with the best

46:38available product.

46:40Now, banks sometimes offer incentives.

46:42There's credit unions that have

46:43different incentives. There's mortgage

46:44brokers that have different incentives.

46:46It's all dependent on your price point,

46:47your occupation, where you're looking to

46:49buy.

46:50So, that's a really important step. And

46:52we want to unlock some value in that

46:54process for you. Cuz my job, really,

46:57is what a great agent's job is, right,

46:58Jimmy? You're always doing the touch

47:00thing.

47:01>> Yeah. Hey, explain that again. Cuz I

47:02mean, listen, we we we we we always talk

47:04about this, but I think a lot of people

47:05miss it. But it's such a subtle

47:08psychological um advantage that people

47:10can grab so easily. Um so, explain that,

47:13if you don't mind.

47:14>> And you do this throughout, but you're

47:15always saying, you know what a great

47:16agent does?

47:18And you're touching yourself. And you're

47:20kind of

47:20subliminally and and

47:23via body language telling them that

47:25you're awesome. In a not in a non-weird

47:27way, cuz you're already having a

47:28connection and you have rapport and

47:29everything's going great.

47:31Is you always wanted to say, "Hey, what

47:32a great agent does?"

47:35It just works. And people are bought

47:37into the fact that this guy's probably

47:38not an idiot. And he probably is pretty

47:40good.

47:41Right?

47:42>> Right.

47:42>> And you always say that, you know,

47:45what a great agent does is they find

47:46ways to unlock value for their buyers

47:48before they even start looking.

47:50And that's part of the pre-approval

47:51process. What a lot of people say, and I

47:53see it, and you probably seen it, too.

47:54People say the first step's getting

47:56pre-approved, and they just punch you to

47:57somebody or expect you to run off and

47:59figure out the world of mortgage

48:02financing in the United States around

48:03real property assets.

48:06I think that's a dereliction of duty, so

48:07we really want to help you do that. And

48:09I don't care who you use, I just want to

48:10make sure you understand the array of

48:12options for you.

48:14And a lot of times with our buyers, we

48:16can find

48:17tax incentives, grant money,

48:20and and a litany of things. So, you want

48:23to make sure you hit that point. We did

48:24that in the other video. So,

48:26pre-approval's a big step. Say

48:27pre-approval.

48:28Then I like to talk about the home

48:30search process. So, we say, "So, notice

48:32how all these start with a question.

48:34How are you searching for homes now?"

48:36And they'll say, "I'm on Zillow, I'm on

48:38Redfin, my friend sends me stuff, my

48:39cousin's actually an agent, I got a MLS

48:41feed." Doesn't matter.

48:43We would say, "Oh, that's awesome.

48:44That's that's super helpful.

48:46But a lot of times there's a lot of

48:50inventory that you're not seeing. And

48:51this is more relevant than ever now,

48:54right? With the world we're living in.

48:56Um because some of these Zillow preview,

48:59Redfin, Compass, all that, even got more

49:02dynamic, but you have to articulate the

49:03ability that you're going to be able to

49:05show them everything that they might not

49:07even be seeing.

49:09Because there's a lot of buyers out

49:10there that they would buy the right

49:12house if they could find it, but they

49:13just can't find it, and it's because

49:14they're not looking properly. So, you're

49:16now you're bringing in some value to the

49:19home search process.

49:21And I always like to say, "You know, did

49:22you know that you can look at every

49:23single house that someone tried to sell

49:25that didn't sell in the last 6 months?

49:26It's probably still for sale, but it's

49:28not on Zillow, not anywhere."

49:30Off the market, those are expireds,

49:32withdrawns, canceleds.

49:34And there's there's so many things here,

49:35and as a group, we could probably come

49:37up with a lot more. But like new homes,

49:39a lot of times a a builders will put one

49:41or two listings up, but really there's

49:4310, 15, 20,

49:45and you don't have access to those.

49:47There's something called broker

49:48exclusives or pocket listings that

49:50people have, but they're not publicly

49:52available. See, one of the things I like

49:54to do for my buyer clients is once I

49:55really know what you're looking for,

49:57we're going to unlock some of that

49:58inventory, probably avoid competition.

50:02Cuz again, my only goal and what a great

50:04agent's job really is

50:06is to get you what you want in the

50:07fashion in which you want it, so you say

50:10nice things about me on the internet.

50:12Give me a little wink. Give me a little

50:13haha.

50:14Future plan for the review. You again

50:15say that at any time. So, you talk about

50:17home search. That's a component of

50:19value. And yet, these are things you

50:20already do, but you're just not

50:21explaining it to the buyer. Where's the

50:23value? They don't think they need you.

50:25Right. Of course, cuz you haven't

50:26educated them. You can't get mad at

50:28somebody for doing something you didn't

50:30tell them they couldn't do, and you

50:31can't get mad at somebody for thinking

50:33that you're not bringing value when you

50:34didn't tell them the value you bring.

50:37Right. Okay?

50:39This is like Everyone's like, "Yeah,

50:40that makes sense." Yeah, let's do

50:41something about it. So, you have

50:43pre-approval, home search. Then I third

50:46bullet point on the buyer presentation

50:47is market dynamics.

50:50So, you say,

50:51"One of the things

50:52Are you guys fully aware of the

50:54relationship between actives, pendings,

50:56and solds

50:57in this zip code, wherever they're

50:58looking, this municipality, this town,

51:00this state, this city?" They always say

51:02no.

51:04You say, "Well, the critical thing about

51:06market dynamics and why it's important

51:07as you begin this process when you're

51:09looking for homes is it really is just a

51:11relationship between what's on the

51:12market, what's pending,

51:14what's sold, and what's coming on the

51:16market?"

51:17Most agents don't even know what's

51:18coming on the market because they're

51:20going to wait for you to find a house.

51:22And then they're going to go open the

51:23door for you. That's not how we roll.

51:25So,

51:26once we really narrow in on what you're

51:27looking for, it's critical to understand

51:30in that market, what is the

51:32list-to-sales price ratio?

51:35Meaning,

51:37are homes selling for full price, little

51:39over full price, little under

51:42asking price? Is it 98% of list-to-sales

51:44price ratio? Is it 101%? That's

51:46important to know cuz it's going to

51:47inform us on what we can expect when we

51:50go to make an offer.

51:52You have to understand market dynamics,

51:54list of sales price ratio,

51:56days on market. Simple stuff, guys. You

51:58guys know this cuz you're real estate

51:59agents. Your consumer doesn't know.

52:01And you can make it sound important, and

52:03it is important.

52:05But nothing's important unless you make

52:07it important.

52:09Value.

52:11So, and there's a bunch of other stuff.

52:13Like,

52:14is there any concessions? What

52:15percentage of buyers in this price point

52:17in this area are getting concessions?

52:18You want to gather information.

52:20Okay? So, you talk about market

52:22dynamics. Again, litany of stuff you can

52:24talk about there, but you show it and

52:26you articulate it well, and they go,

52:27"Wow, I might be better off with this

52:29guy than without him." Right? That's the

52:31whole thing. It's how you make them

52:32feel. Starting with those first six Cs,

52:34now we're just doing the presentation.

52:37Next bullet points. We went

52:38pre-approval, home search, market

52:39dynamics, then you drop to say offer

52:41research. This is often skipped. Here's

52:43what I know.

52:46Here's what I know.

52:47You get paid in terms of your equity.

52:50Your equity position will be directly

52:51correlated to the information we're able

52:53to gather throughout the process. So,

52:56when you find a home you like, and

52:58again, it's going to be a process of

52:59elimination. You're going to be able to

53:01eliminate homes based on obviously the

53:03location, the price, the size,

53:06you know, you don't like the kitchen,

53:08kitchen cabinets, the amount of work it

53:09needs.

53:11But if you can't eliminate it, and we go

53:13see it, and this is now a maybe for you,

53:15we need to immediately start doing offer

53:17research.

53:19And this is where I get forensic on your

53:20behalf. I want to know everything about

53:23why these people are selling, when did

53:24they buy it, what did they buy it for,

53:26how are they holding title, did they get

53:28a concession when they bought it. Um is

53:30there any critical dependencies for that

53:31seller in terms of

53:33their time frame? What are they looking

53:35for? And these are gather, gather,

53:36gather,

53:38cuz if we can gather that information,

53:39it's It's to put us in a better position

53:41when we do submit an offer cuz we know

53:43what they want. And if we can give the

53:45sellers some of what they want, whether

53:47it's time frame, maybe it's price, maybe

53:49it's any number of things, we don't know

53:50until we find out,

53:53we'll have a better likelihood of

53:54getting what we want, lower price,

53:56bigger concession, and we'll actually

53:58secure the property. Offer research is a

54:01is a big deal. I I'm looking forward to

54:03including you in on that process with me

54:04cuz you and me versus the world.

54:06I always say that, too. It's you and

54:08your client versus the world. You are

54:10one.

54:11And time out. That's what agency is, by

54:13the way.

54:14>> Mhm.

54:15>> The word age agency, if you it's acting

54:18on behalf of another.

54:19If I'm your agent, we're this.

54:22I'm with you.

54:24I don't care what else is going on. I

54:25want to get you what you want. I'm not

54:27going to pretend to know what you want.

54:29But I think this stuff might be

54:30important to you if you're going to make

54:31a buyer purchase. Pre-approval, home

54:33search, market dynamics, offer research,

54:35and then this is critical.

54:37And on on short time, if you only have a

54:39minute, you're at the bar, kids'

54:41sporting event, you get the how's the

54:43market question,

54:44you always talk about the components of

54:46an offer.

54:47So you say, "Let me explain to you like

54:48what an offer actually is." And it's

54:50just five things.

54:52Purchase price,

54:53closing cost, and I always say, "You've

54:55heard of that term closing cost?"

54:57Everyone's heard of it, no one knows

54:58what it is.

54:59So you explain it.

55:00There's these fees associated with

55:02buying a home. A lot of them are

55:03transfer recordation fees, title fees,

55:05upfront taxes and insurance. So that's

55:07what closing costs actually is.

55:09Okay. So an offer is just purchase

55:11price, closing costs, contingencies,

55:13deposit, and settlement date.

55:15So I'm going to walk you through those

55:16real quick. Purchase price,

55:18that's what we're going to offer to pay

55:19for the home.

55:21Closing cost, I just kind of hit it.

55:23Contingencies, anytime you make an

55:26offer, we always consult our buyers to

55:28make sure we have the necessary and

55:30appropriate contingencies,

55:33like you're going to do a home

55:34inspection within a certain amount of

55:36time.

55:38You're going to have a

55:40financing contingency, part of which is

55:42an appraisal.

55:44Cuz the bank won't even let you buy a

55:45home unless they think it's a good

55:46value. These are contingencies we put in

55:48an offer cuz our buyers

55:51what we like to do here and we really

55:52take care of people

55:54is we make sure they understand when we

55:56get a home under contract, they have the

55:58right to buy that home.

55:59You don't have to buy that house. You

56:01have the right to buy it.

56:03You also have these contingencies that

56:04are part of your offer. Cuz it's my job

56:06I'm here to protect you

56:08to make sure along the way you have

56:09options.

56:11So you hit them with contingencies.

56:12That's value.

56:14That's showcasing value.

56:16Deposit, earnest money deposit, you guys

56:17know that. And then settlement date. Key

56:20term in an offer. What day are you

56:21willing to take ownership of this

56:22property?

56:25And a lot of times, depending on your

56:26situation, if we're flexible, we can

56:27give the seller what they want in

56:28settlement date, we get what we want,

56:30lower price.

56:32So, those five components of an offer, I

56:34want you guys to start thinking about

56:35that when I'm sending you some of this

56:36inventory, when I'm showing you things

56:38that are coming up that no one else can

56:40see, and it's listed for 750, I want you

56:43to start thinking, okay, if we give them

56:45750 with a $7,000 deposit, I want 10

56:48days for a home inspection,

56:505 days to apply for my loan, 21 days

56:52for, you know, loan commitment, and if I

56:54settle in 30 days,

56:56is that something we should submit?

56:57That's thinking like you're making an

56:59offer. Now you're actually shopping for

57:01a home like an educated consumer, but

57:04you know, God bless the industry, most

57:05people don't do that.

57:07We don't like surprises.

57:09And that's the beautiful thing about the

57:11timeline, it's a beautiful thing about

57:12establishing control, it's a

57:13psychological principle saying people

57:15want to know what's going to happen

57:16before it happens. And that's why this

57:17stuff works.

57:19And

57:20and that's why I have came up with this

57:21and I just I beat it. You know what's

57:23funny, Jimmy? I don't even train my team

57:25that much on it anymore because here's

57:26the deal, autodidact, you either want to

57:28know this stuff or you don't. I don't

57:30care.

57:30>> Right.

57:31>> I don't care.

57:32>> Right.

57:32>> If you don't want to do it, just do it

57:33your way.

57:34But you know what I think? I've seen

57:36other people's ways and I think they

57:37suck.

57:40That's it. That's just my opinion.

57:43And there's other and I'm not saying

57:44this is perfect. There's things you do

57:46better than me at this, but we can

57:48together we can make it even better.

57:49That's what's going to be cool about

57:50QuickWin Collective. It's going to be

57:52what's cool about our network is we got

57:53to start sharing these awesome things in

57:56that spirit of abundance because it's

57:57only going to make everybody better and

57:59no one's going to do it. And even if

58:01they do it, they're not going to be as

58:02good as you.

58:04>> Right.

58:04>> If you commit to it.

58:06>> Well, the the beauty of this is that the

58:09it's you know, you make a true statement

58:11which is where the opportunity is for

58:13those that are taking a Friday to sit

58:15here and to get better to understand the

58:20psychology and the format for doing

58:23this. Obviously, we've got additional

58:26when if if anybody wants to see the full

58:28description of this in more detail.

58:30We've got that video that

58:32>> I didn't even get to the last four, but

58:33whatever. We did it before. So it's all

58:36good.

58:36>> I'll tell you what. Yeah, that's let's

58:37do this because I think there were a few

58:39questions. Sam, I saw Sam pop up. So I

58:41want to make sure we get some of those

58:42questions if there are some that are

58:44pressing answered. Sam, anything that

58:47jumped out and then look, I agree.

58:49But let me just say this.

58:51If they did if you watch this and you

58:54didn't walk away with one thing that you

58:56can put into practice immediately. I

58:57mean my gosh, in the first five minutes

58:59Chris gave us the the key to do today.

59:01The talking points you can do on social.

59:03If you didn't walk away with one

59:04additional idea, you weren't paying

59:07attention. So just make sure go back and

59:09watch this over and again. I I was on

59:11the flight last night. I listened again

59:13to the presentation in that video from

59:15however many years ago it was and

59:17Andrew, it is uh

59:19it's it's spot on and what I what I will

59:22people will notice also is

59:25that the presentation you just gave

59:26those portions

59:28the language unlock keywords, you know,

59:32the power of words and the way that you

59:35presented it today was almost verbatim

59:38for what you said 3 years ago. See, this

59:40is the thing is is when what was it how

59:42did you say it Andrew unconscious

59:46professionalism or unconscious

59:48>> It's unconscious competence and and

59:50that's

59:51what everybody needs to be working

59:52towards and I'll hang out for a little

59:54bit. Seems like people are sticking

59:55around. It's like

59:56>> Yeah.

59:56>> It's um

59:58And here's where you have to get to and

59:59I had to go through this journey myself

1:00:01and I don't want people to say cuz this

1:00:03has happened in the past and they're

1:00:04like, oh, he's so good. I'm not that

1:00:05good. I'm telling them. I've just done

1:00:09it so many times. Exactly right.

1:00:11Repetition is the mother of skill.

1:00:14That's why I'm just challenging

1:00:17You're either going to be good or you're

1:00:18not.

1:00:19It's binary. And if you want to be good,

1:00:21you have to do what it takes.

1:00:23>> Yeah.

1:00:23>> And what it takes is you try it and you

1:00:25mess it up. No one's messed up more

1:00:27deals than me.

1:00:30I've made so and I still do cuz I go,

1:00:33oh, you know what? They didn't think I

1:00:35cared. I missed a step.

1:00:36>> Right.

1:00:37>> I wasn't comfortable. No wonder I didn't

1:00:39Yeah.

1:00:40Oh, you know what? I never set a proper

1:00:44appropriate agenda and knew what the

1:00:45next step was going to be. I had no

1:00:47control here.

1:00:48Happens every day, but I know cuz I

1:00:51debrief with myself.

1:00:53>> Right.

1:00:54>> But the unconscious competence thing

1:00:55Jimmy is this. Everyone moves from and

1:00:58it's and you should ask yourselves this.

1:01:00Like where are you in this moment now? I

1:01:02didn't even know I didn't even know that

1:01:04stuff.

1:01:05>> Mhm.

1:01:05>> I didn't even This is just occurred to

1:01:07me. I didn't even know.

1:01:09>> Right.

1:01:09>> That's called unconscious incompetence,

1:01:12which is fine. Don't

1:01:14>> Which everybody goes through. Everybody

1:01:16goes through that, you know, and today

1:01:17may be that day for some people where

1:01:19they got on here and they were just

1:01:20like, I've been doing this completely

1:01:22wrong. There is a level another level to

1:01:24this and so I think that's that unlock

1:01:26that happened for some people today, but

1:01:29yeah man, this is this is the power of

1:01:31it and this is why I so appreciate this.

1:01:34I want to mention one thing also because

1:01:36I know there were a lot of questions

1:01:38around, you know, when does the book

1:01:40come out? Obviously this is a process.

1:01:42>> Guys, I'm not even sure look, I wasn't

1:01:44supposed to say that. I wasn't supposed

1:01:46to say that, but you know

1:01:47>> Yeah, when you started I was like, he's

1:01:49really going to say this. I

1:01:50>> [laughter]

1:01:50>> knew we talked about it, but he's about

1:01:53to give me the

1:01:53>> Jimmy. Jimmy a favor if you're still on

1:01:55here.

1:01:57>> Send Tom Perry a DM and said

1:01:59when can we get you and Andrew's book?

1:02:01>> Listen, I have a feeling that we were

1:02:04both going to get a response from Tom

1:02:05today on what are y'all doing? What are

1:02:08y'all doing, you know? So anyway, this

1:02:10is but it'll be great. Let me just say

1:02:11this, not if but when that does happen,

1:02:14Andrew will be back on. You know,

1:02:16obviously there will be some promotion

1:02:17for the book and and what's great about

1:02:19this is that I know Andrew and let me

1:02:21just say this and Tom as well. They're

1:02:23coming from a place that they understand

1:02:25how much this industry has given to them

1:02:27and this book or anything that both of

1:02:30them do comes from a place of just being

1:02:32able to give back to this industry

1:02:34that's given so much and so obviously as

1:02:37you get to the point where this book

1:02:38gets ready to go, there will be some

1:02:40promotion on the front end where I know

1:02:42Andrew will be back here to talk a

1:02:44little more and in a more detail on some

1:02:46of these things, but

1:02:48same questions and thank you Andrew for

1:02:50staying a little extra time here. I mean

1:02:52look, you know majority of the folks

1:02:53that were on here and listen, I want to

1:02:55give a shout out to all of the companies

1:02:57that let me know they're doing sales

1:02:59meetings. I do appreciate when you guys

1:03:02send me the photo of 30, 40 agents

1:03:04sitting there

1:03:05in a conference room and then having

1:03:08those conversations that you have after

1:03:09the fact, after we turn this off, those

1:03:12local conversations and that master

1:03:14minding that happens after this. So just

1:03:16thank you to those that are doing that

1:03:17as well because uh it's just such a big

1:03:19part of this. So, um all right, I'll be

1:03:21quiet, Sam.

1:03:22>> Yeah. Well, hey, I saw a bunch of

1:03:24questions. I'm going to start answering

1:03:25a couple of them, Sam, if you don't

1:03:26mind.

1:03:26>> go for it.

1:03:27>> But before I do,

1:03:29if you got any value out of this, do me

1:03:31a favor cuz look, Jimmy Burgess, I got

1:03:33to give you your flowers, too, my man.

1:03:35I was just a guy Berkshire acquired us.

1:03:37I was selling a bunch of houses at

1:03:38Remax. He put Jimmy's the first person

1:03:41in my entire career and I've been able

1:03:42to do it quite a bit in the last few

1:03:43years and no one really cares and I

1:03:45understand that.

1:03:46But Jimmy was the first person who

1:03:49pulled me aside and says, "I think

1:03:51people need to hear what you have to

1:03:52say."

1:03:53He invites me down to his Beach

1:03:55Properties of Florida conference, big

1:03:56conference, and says, "I want you to

1:03:58give a talk." No one's ever asked me to

1:04:00do that. I was scared shitless.

1:04:02He put me on.

1:04:04So, Jimmy, you started me on this path

1:04:06because you

1:04:07you've been so good.

1:04:09And that's why it made sense to me not

1:04:11to get into the politics. Of course,

1:04:12you're going to go to REAL cuz you're

1:04:13going to build this awesome thing cuz

1:04:14you're the best person at a spotting and

1:04:17nurturing talent. You've always been

1:04:20that way and we're so glad to have you

1:04:22back and it comes from a place of care.

1:04:24You're going to notice Jimmy Jimmy

1:04:25doesn't talk about Jimmy. Jimmy's done

1:04:27incredible things in this business you

1:04:29don't even know about. You don't even

1:04:30know how he got started

1:04:32cuz that's not what he's about.

1:04:34And that's the spirit of a lot of the

1:04:36people I've came to know at this network

1:04:38and it's rare.

1:04:40It's just rare. So, I'm happy to be

1:04:43here.

1:04:43>> Amen.

1:04:45Now, let me let me say this, too,

1:04:46because I want to

1:04:47and look, this is not a pat each other

1:04:49on the back, but what I do want to say

1:04:50is is I've never seen anyone

1:04:52the way that Andrew when he walks in a

1:04:54room because he and I have now been

1:04:56we've traveled together. We've we've

1:04:57done we've been conferences together now

1:04:59for years. Um I've never seen anyone

1:05:02that identifies at every single event

1:05:05that he goes to and I know he does it on

1:05:07the local level as well where he he

1:05:09says, "That's the person that I don't

1:05:11know that I can learn the most from

1:05:14at this conference,

1:05:15I'm going to position myself to build a

1:05:18relationship with that person and I'm

1:05:21going to start it here. Andrew sent me a

1:05:22photo last week. Who are you with last

1:05:25week in Charleston that you that you

1:05:26spotted and you did that with?

1:05:28>> Oh god, I was with Brian Buffini.

1:05:30>> Was it Brian Buffini?

1:05:34>> Oh god. First of all, I love Buffini. I

1:05:36love Tom Ferry. I love all these guys.

1:05:38Because if you're in the industry, man,

1:05:40Buffini.

1:05:41I can I

1:05:42I go up to Brian Buffini. I see him on

1:05:44stage. I'm front row. Love what he had

1:05:45to say and I spot him.

1:05:47Well, I like what Jimmy said. When I go

1:05:49to an event, I'm going to get in your

1:05:50face. Oh, I'm going to get you. How do

1:05:52you think I was at Serhant's office? Why

1:05:53do you think Why do you think Gino's

1:05:55taking me to the shareholder meeting?

1:05:56Because I do it on purpose. I'm selling

1:05:58them. I know what their job is.

1:06:00I know what my job is.

1:06:02But I'll I'll save that Buffini story

1:06:03for another time, but it was great and I

1:06:05what I told him, I whispered some

1:06:07beautiful things into his ear, totally

1:06:09prepared, totally new work. And he said,

1:06:12"Andrew, you just made my entire trip to

1:06:14Charleston worthwhile. Thank you so

1:06:15much."

1:06:17>> They're not going to forget how you make

1:06:18them feel.

1:06:19And Andrew does that. And look, this is

1:06:21a lesson for all of you. As you're at

1:06:23local events, if you're at a Chamber of

1:06:25Commerce event, if you're at a charity

1:06:27golf event in your local market, if

1:06:29you're at a tee ball game with your kids

1:06:31and there's someone there,

1:06:33do the research and make it personal.

1:06:36You remember Andrew what you you were

1:06:38texting me cuz listen, this is something

1:06:39that I've learned and I've tried to

1:06:41refine from you. I remember at a

1:06:43convention

1:06:45we had the video or I sent you the video

1:06:47of me

1:06:48with Tim McGraw and you said, "What did

1:06:50you say to him?" And I text you back

1:06:51personally what I said to him and you

1:06:53said, "I knew it. I knew it. I could

1:06:55tell. I could tell there was something

1:06:56you made a personal connection with

1:06:58him."

1:06:59And so, I think that's a skill that we

1:07:01all should be developing is that

1:07:04understanding who the folks are that you

1:07:07want to surround yourself with, that you

1:07:09have the ability to give value to, but

1:07:11that also you know are going to help

1:07:12make you a better person.

1:07:14Um find a way, learn that skill. I mean,

1:07:17if you don't take anything away from

1:07:19this, but just an understanding of how

1:07:20to identify folks that you can bring

1:07:23value to, but also that you know are

1:07:25going to bring value to you in a way

1:07:26that you can learn from them, um and how

1:07:29to approach that group, um and that's a

1:07:30skill that Andrew's is good as anybody

1:07:32I've ever seen at. So,

1:07:33>> Hey, well, look at that contract. The

1:07:36only time we get to paid in this

1:07:37industry, the only time we get any money

1:07:40is we go to the settlement table.

1:07:42So, let's start with why don't you be

1:07:44good at talking to a buyer who already

1:07:46wants to buy the freaking house?

1:07:48That's how we get good at talking to a

1:07:50seller who already wants to turn that

1:07:52asset into cash.

1:07:54>> Right.

1:07:55Right. Yes.

1:07:57>> Cuz that's where all the money is.

1:07:59It's in the sales thing. You don't get

1:08:02You If I could collect views, if I could

1:08:05deposit views, and you know, there's a

1:08:06way to monetize that, but not like a not

1:08:08like selling a house. Nothing pays like

1:08:10selling the houses. So, if I could just

1:08:13beat this into you,

1:08:15guys,

1:08:16let's just focus on selling the houses.

1:08:18And your AI blog and all the other

1:08:20stuff, which I do all that, it can wait.

1:08:24Right. This is the skill, what we talked

1:08:26about today. That's the skill. But is

1:08:28there any questions? I got to jump in

1:08:29and

1:08:30>> Sam, yeah, Sam, absolutely. I want to

1:08:32see if there's a Let's just do two

1:08:34questions if we can.

1:08:35Um just to give you a preview cuz we are

1:08:37about developing the skills.

1:08:39Um I don't know I don't think we've

1:08:40talked about this, Andrew, but our

1:08:41mutual friend, who's probably one of the

1:08:43best at being able to have um how to

1:08:46answer the questions that are happening

1:08:48right now in a skillful way, Byron Lozen

1:08:50is going to be with us next week. Um one

1:08:52of the best in the business at being

1:08:54able to script things. Um this will be

1:08:56his first time with us on this um next

1:08:58week, and I'm super excited to have him

1:09:00here. So, um just know that next week

1:09:03we're going to develop these skills even

1:09:04further as we go through. Sam, I'll let

1:09:05you ask the questions.

1:09:08>> Andrew, so when you're with a a luxury

1:09:11buyer or a buyer who thinks that they

1:09:15know a lot more than maybe you, how do

1:09:18you adjust, if at all, your approach and

1:09:21and and and and your timing and what you

1:09:23say?

1:09:24>> He's so good at this.

1:09:25>> Well, that's

1:09:27Here's the thing. I do believe a lot of

1:09:28times they do know more than you.

1:09:30>> Right. Exactly.

1:09:32>> you have to accept that. And you have to

1:09:35understand what role am I going to play

1:09:36in the situation?

1:09:39You never you never want to argue.

1:09:41You're never going to create friction

1:09:43with the client.

1:09:44>> Right.

1:09:45>> That's That's That's pushy.

1:09:47So, you have to just accept. You're

1:09:49again, you're gathering everything cuz

1:09:51to move through that chain of sale,

1:09:55if that makes you uncomfortable, whoa,

1:09:57this guy

1:09:58you're out. Okay? You're not in relaxed

1:10:00concentration anymore.

1:10:03If they don't think

1:10:04you're saying and they're convinced

1:10:05they're smarter than you,

1:10:07no, you take that in, of course.

1:10:09Tactical empathy.

1:10:11Tell me more about that. Seems like

1:10:12you've already researched this. All

1:10:14we're trying to do is connect with them.

1:10:16Once the connection's there, people love

1:10:19to open up after they feel like they're

1:10:21understood.

1:10:22That's a seven laws Stephen Covey famous

1:10:25book, which is people seek first to

1:10:27understand then be understood.

1:10:30>> Mhm.

1:10:30>> understand where this person's coming

1:10:32from.

1:10:33And you agree with them. I don't

1:10:35And and there's an art

1:10:37to disagreeing without being

1:10:38disagreeable.

1:10:40Cuz we've all been in the situation.

1:10:41They think they know they're saying dumb

1:10:44You don't get to jump in and correct

1:10:45people cuz people don't like it. And if

1:10:48you know what your job is, which is to

1:10:50maintain your state, be comfortable,

1:10:52be caring,

1:10:54be curious, connect,

1:10:56you focus there. And if you stay there,

1:10:59you stay in the pocket, eventually

1:11:02you're going to have your turn if you

1:11:03have the guts to establish control,

1:11:04which is simply "Hey, I totally

1:11:06understand. So, you said this, this.

1:11:08Okay, this is what you think's going to

1:11:09happen." Got it. Got it. And this price

1:11:11point, totally good point. I'm stroking

1:11:13them.

1:11:15>> Mhm.

1:11:15>> Um if it's okay with you, I just want to

1:11:17share a couple pieces of my perspective

1:11:19on this to see if you know, we're

1:11:21aligned on a strategy moving forward, if

1:11:23that's okay. And then from then from

1:11:25there we can just decide if maybe we

1:11:26take a next step, but

1:11:28See the body language? I'm not coming at

1:11:30you. Everyone agrees to that. And then

1:11:33when you showcase how you see the world,

1:11:36first of all, better be freaking good.

1:11:38And this is why you have to be prepared

1:11:40cuz and I said this on the last one, you

1:11:41win through preparation or reputation.

1:11:44>> Yep.

1:11:45>> You don't have to be prepared if it's a

1:11:48referral or they already love you and

1:11:50it's a come list me. But in those

1:11:51situations, and that's why it's a good

1:11:52question.

1:11:54It's so easy for us to get knocked off

1:11:56our center because we're not trained on

1:11:58this.

1:12:00You will go back to your default mode of

1:12:03God knows what, which is a combination

1:12:05of how you're raised and your lived

1:12:06experience and all this stuff.

1:12:08Unless you know where to come back to.

1:12:11That that's sales training in and of

1:12:13itself. And that's why I went on that

1:12:15diatribe at the beginning cuz no one

1:12:16talks about that in the in this

1:12:18industry. In other industries, oh man.

1:12:20You want to sell 5,000 machines to the

1:12:23Pentagon?

1:12:25And you're dealing with multiple

1:12:26different buyers in a complex

1:12:27environment. You think they're going to

1:12:29let you do that if you

1:12:31They think it's too expensive and you

1:12:32just fall over and puke on yourself?

1:12:35That's why I don't even

1:12:35>> [snorts]

1:12:35>> talk about objections. If you do this

1:12:38right, you're not going to get many.

1:12:40And when you do, the objections

1:12:42>> Yeah, it's just like the objections you

1:12:44get are just them seeking further

1:12:47understanding that lives in your

1:12:48expertise.

1:12:50And that's why hydraulics, so an

1:12:52artifact and you leave that with them.

1:12:54Here's all the components of value and

1:12:56what you're looking at is my expertise

1:12:59around a process that gets you a result.

1:13:03We showcased complexity, we delivered

1:13:05simplicity.

1:13:07>> Right.

1:13:08>> Yes. That's so good. Last question Sam,

1:13:11anything last question and then uh

1:13:12>> I think you end on that. I that that was

1:13:15absolutely outstanding. There's for

1:13:17today there's nothing that'll beat that.

1:13:19Thank you.

1:13:19>> hey, there's another question I want to

1:13:21answer is someone said, "How do I

1:13:22practice?"

1:13:24Fair question.

1:13:26You'll never ever get good at doing

1:13:29anything in a classroom.

1:13:31My opinion I don't role play.

1:13:34People accuse me all the time Jimmy,

1:13:35"You practice this stuff in the mirror.

1:13:37You I've And I'm not saying don't do it

1:13:39cuz we're all different. We're different

1:13:41and just own it. What works for Jimmy is

1:13:44different than what's works for me, it's

1:13:46different than what works for Sam.

1:13:48You have to know you.

1:13:51So, how you practice it is you try and

1:13:52you fail and you try and you fail and

1:13:54you decide if you have the guts to keep

1:13:55going or not.

1:13:57Okay?

1:13:57>> Yeah.

1:13:58>> But the overarching piece is you're

1:14:00going to teach yourself this. The

1:14:01information's out there.

1:14:03If you there's nothing more powerful

1:14:05than a made up mind. If you decide

1:14:09to to

1:14:11go on the journey, "I want to master

1:14:12that."

1:14:14That's the only way

1:14:16you're going to get through it. Cuz if

1:14:17it's a maybe, if it's a nice, if it's a

1:14:19how to, it's fun today but tomorrow

1:14:20you're going to go back to doing that

1:14:21whatever you were doing.

1:14:23Fine.

1:14:24But you have to commit.

1:14:26You want to practice this stuff?

1:14:28You're going to buy this book

1:14:30and you're going to buy 500 copies for

1:14:32your offices. Jimmy, you're going to buy

1:14:33them for Beach Properties of Florida.

1:14:34Can you commit?

1:14:35>> Yes. You know it. You know it.

1:14:37>> All right. Take a screenshot. Take a

1:14:39screenshot. Tag Jimmy and I so I can put

1:14:41some DMX behind it or whatever I'm

1:14:43feeling and I can share okay? Can we

1:14:45just do that? I got to go sell some real

1:14:47estate, okay?

1:14:48>> Yeah, let's go sell some real estate.

1:14:50Everybody out there, hey, show some love

1:14:53um to Andrew. Obviously, man, it's

1:14:55always such good stuff. Nobody better in

1:14:56the business. So, thank you, Andrew, for

1:14:58the time. Thank you for uh the

1:14:59inspiration, the wisdom, and uh guys,

1:15:02bottom line, take action. Just go take

1:15:04action today, and I'll promise you it'll

1:15:06take care of everything else. Um thanks

1:15:08again, Andrew. Thanks, Sam. Thanks,

1:15:10Savage. Thanks, Chris uh for dropping

1:15:12knowledge right out the gate, and uh we

1:15:14will see you guys next week. Take care,

1:15:16everybody.

1:15:17>> Nothing else pays.