Escaping the Drift with John Gafford - Revolutionary Marketing Tactics for Realtors with Krista Mashore

Starting point is 00:00:00 50% of the agents in the MLS in Las Vegas, 50% of the agents did not sell one house last year. And now, Escaping the Drift, the show designed to get you from where you are to where you want to be. I'm John Gafford, and I have a knack for getting extraordinary achievers to drop their secrets to help you on a path to greatness. So stop drifting along, escape the drift, and it's time to start right now. Back again, back again for another episode of the show that gets you from where you are, man, to where you want to be. Like I said in the opening and today, dude, I know I say this all the time, but I got a banger. I mean, I got an absolute banger. If you are somebody that is in the real estate industry, and I know a lot of you

Starting point is 00:00:44 that listen to this are, man, a lot of you are, you're going to want to check this lady out because she is a baller. And even if you're not in the real estate industry, she is such an expert in the arena of digital marketing that, man, people are just lining up to throw money at her feet for the privilege of being coached by her, for the privilege to walk in her circle, for the gift of her knowledge. Ladies and gentlemen, welcome to the program. This is Krista Marshore. Krista, how are you? Hi, John. How are you? I love your intros. Good. You need to be like a TV personality. I'm telling you. See, here's what it is, man. Everything else is downhill from here.

Starting point is 00:01:26 That's it. It's like the intro. That is my goal is to nail that thing out of the park. And then everything after that is just going to be downhill, but that's okay. So Krista, you obviously are a top 1% nationwide real estate agent, which, you know, maybe I am too, which is lovely. So which is why we're going to get along famously, but you built an incredible business. I mean, I see ClickFunnels Awards behind you. I see, you know, I just yeah, man, that is like Russell Brunson came to your house and just redecorated with a bunch of stuff. And that in itself is impressive, because I got to tell you, that's one thing I just want to get to is using ClickFunnels for real estate, obviously something you've been very, very good at. So what how did you get into the business? Let's

Starting point is 00:02:05 swap some stories on how you got in the business in the first place. Let me just clarify. So when I left real estate to be a full-time, I was in a top one person agent 17 years. And when I left real estate to become a full-time real estate coach, I had sold 154 properties that year. But now I'm only like 20 homes a year in production just to keep my finger on the pulse so that I'm good for my coaching students. But just to keep that, I hate people like, well, look, Jeff, and you're not selling lean homes on Zillow.

Starting point is 00:02:34 It's like I did for 17 years running. And then when I went into coaching, now I just do as a kind of a hobby to keep my foot in the pulse. Can I talk about that first thing? Because I love that and I'll tell you why I love it. Because one of the requirements, we briefly talked about my company before we got started here. And one of the requirements for every single person that's in management for my company, every person has to be an active

Starting point is 00:02:56 real estate agent. I don't have that 150-year-old broker sitting in a chair that hasn't sold a house since ought six or whatever it is and they have no clue what it takes to sit across from somebody and sell it by a brokerage agreement they have no clue what it takes to walk into a house when the person before them said they'd do it for one percent they have just have no clue how to handle those conversations because they haven't done it so i think that's so great that because at this point with your success level you're not doing it because you need to sell 28 houses. You're doing it for two reasons. One, because I'm sure you have clients

Starting point is 00:03:29 that just will not leave you alone. You try to get out, they suck you back in, I'm sure. That's number one. But number two, the fact that you keep your finger on the pulse for your clients is great. I think that's one. Yeah. Well, especially with the changing market. I mean, the reason I was always in the top 1%, no matter what the market was, is because I was always evolving and adapting. And I think that's a real flaw for not just real estate agents, especially real estate agents, because the barrier to entry is so easy. But any industry, you have to adapt and evolve. And especially with everything we have going on right now, it's even more important to just really know what's going on and be able to educate people and where everyone, not just the seller and the realtor, the buyer, the global economy. I mean, a third of our economy, I think it is, or maybe a fourth it is, is like real estate related. So it's a lot going on right now. So it's interesting that you said that. So when did you get into coaching? Let's start this.

Starting point is 00:04:21 When did you start coaching full-time? 2018. Okay, 2018, you made the transition from full-time to full-time coach. What was the draw? So when you were an agent, was it just you solo agent? Did you have a team? I mean, how did you know that this was something that you loved? Hey, this is Steve Simms, and I'm a proud partner of Escape the Drift Podcast with John Gafford, and I've got something for you for Simms Distillery.

Starting point is 00:04:44 The community there is based on you, the entrepreneur, giving you the tools to be a better version of you. Visit simsdistillery.com, use the word escape to get a $694 discount off of the community that you need to be part of when you want to demand a better version of you. Thanks a lot, Escape the Drift, and see you in simpsonsdelivery.com. So I was a solo agent for almost the entire time. And I brought my brother in to help me so that I could transition out. And so he had worked with me for about three years. We were averaging 150, 160 homes a year. And I was just teaching him like, you know, how to do it. And then one day I was like, I'm done. So the year I left, we did 154 properties. And then then the next year when I was out of it and just kind of helping him, we did 101,

Starting point is 00:05:33 then 69 and 65. And then I complete like I was not in it even when we were doing 100 properties. You know, I was just kind of helping him maintain all the backlog from all the marketing that we had done. So prior to getting into real estate, I was a teacher. I taught third grade for six years and then went straight into real estate to kind of make more money and all that good stuff. So you were from third grade teacher to dealing with third grade mentality. Exactly. That's why I was so good at it.

Starting point is 00:06:03 Yeah. Yeah. Plus my husband at the time had an affair on me and he like emptied our bank accounts. We just bought in a brand new house. And so I like just left my full-time teaching job to be a stay at home mom to find like no money in the bank, brand new mortgage and two little kids like under the age of, you know, four and a half. So I was like, ah, I have to make this work. And so I, you know, I went from zero to hero and did 69 homes my first year in the business. How'd you learn the business? How'd you learn? I just, before I even got my license, while I was studying for it, I sat in the office for

Starting point is 00:06:35 four months and I just followed everybody around and studied my license there and went on every appointment with them. And then I just kept picking classes and educating myself. And then I quite frankly, because I was so successful so quickly, I ended up looking outside of real estate to figure out how to do real estate. Meaning everyone else is doing all the same thing. And I became a marketer very early on. This is so dumb. It totally ages me because I'm going to be showing you how old I am now. But when there used to be signs that people would do black and white flyers, I'd do four page colored brochures and I'd take like a CD and I'd put like 50 pictures on the CD with my little label on it, my picture and put that on the flyer box as well.

Starting point is 00:07:14 You know, and I started just doing things like nobody else was doing. And then I'd see like the top producer on buses. So I'd like get alone and I'd put myself on buses and I'd put myself on Comcast television. And I just like I just went all in. I was like, man, I'd put myself on buses and I'd put myself on Comcast television. And I just, like, I just went all in. I was like, man, I have to make this work. And then I was like the top one, top agent, like year after year after year, like the first year on, you know? So that brings up an interesting point though, something you said, which is you went through

Starting point is 00:07:39 class, you sat in classes, but you also got yourself in the hip of a lot of other people. Cause this is my philosophy. You feel free to disagree with this philosophy. In my brokerage, we don't have any new agent training classes. I don't have any because the only way you can come work here is a brand new agent. The only way you get through our doors is on a team. That is the only way you can do this because, because I did this because coming out of another model that i owned prior to this business which was the education brokerage whatever quote unquote where they do have education there no dude where it was tons of education but it seemed like every day i'm

Starting point is 00:08:17 sitting here teaching these classes in this in this brokerage and i saw the same faces every day in these classes and i'm dude, you'd be better off just calling the phone book right now and sitting here listening to this again. Because if you're not clients, what are you doing? Like, why does this matter to you if you're not going to go get a client? And, you know, I came up in the business

Starting point is 00:08:37 by being on someone's team. That's where I started. Like I started. It's a great way to start, I think. And plus you learn. Yeah. Dude, I was very successful. I was very successful in a lot of other businesses. And how I got in the business was I was on The Apprentice many, many moons ago.

Starting point is 00:08:51 I saw that. I saw that you were on The Apprentice. I was like, oh my God, this guy's a baller, man. And then when we sold our tech firm, coming out of that, Kendra Todd, who had won my season The Apprentice, was in real estate. She was like, get a real estate license, come sell real estate with me. It'll be fun. And so I started on her team on a 50, 50 split, even though we're friends and she knew, I mean, I wasn't very successful. That's how I started in the business because here's why, here's my philosophy to it. If you're in a brokerage or you go to a company that has a big classroom and all these people walk up front, they teach these classes and you're sitting there watching this stuff,

Starting point is 00:09:24 that person gets paid exactly the same whether you succeed or not. Now, if you get on a team where this person's like, okay, I'm going to pay for marketing that is then going to produce leads that I'm going to place in your hands. So now if you are not successful, I am losing both time and money. I just feel that that scenario produces far more winners in our industry than the classroom setting, which is why we have a 90% failure rate. I don't believe in it. So we do not do it at all here where we have classes. Now, I also like to think that coaches like you are level up coaches. I mean, do you teach kindergarten or are you finishing school?

Starting point is 00:10:00 What do you do? I teach a doctorate in real estate and digital marketing. You're a PhD. You're finishing school. You you do i'm i teach a doctorate in in real estate and digital marketing your phd you're finishing school you're like us like anyway anybody won't tell you that's not they're like man i went through a four-year master's degree in marketing and i learned more for you and that you know in six months and i heard in my school but i dig that because like people will come to us and i'm like look here's the deal this is like the yankees right like you don't just show up and play ball here you got to be a player through you know the minor leagues either come through our development system and then you get to be a standalone agent or you go learn somewhere else and then you come back when you're sick of paying you know for nothing then you come back when you get because i did the 90 failure rate

Starting point is 00:10:38 with agents for years and it just it was exhausting to me i just well and most i don't i don't i think it's actually more than 90 i mean you know how know how it is. They take the average, you know, the NAR says that the average realtor sells 12 homes a year, which is bull crap. Um, I actually did the math once, how many homes, and this is, this is a couple of years ago, but like how many homes sold in the U S divided by the amount of realtors. And then I did it in my state and it was like 1.3 homes was the average, because you have the big dogs like you and me that are selling 150, 170 homes a year. Then you got the guys that are selling one home a year and that average is 12. It's really not 12. It's like 1.6, 1.7. Yeah. Well, dude, 50% of the agents in the MLS in Las Vegas, 50% of the agents did not sell one house last year.

Starting point is 00:11:26 Yeah. And it's just, and it's always been just the, you know, it's the people that just want to say that they have something to do. Oh, it's amazing to me though. Like, you know how there's all this, with all this NAR stuff, you know, I like completely dove in headfirst and just, I spent like over, honestly, over like 60 hours creating like a buyer course, like to help my students be able to justify their commission, justify their. And so I did all this research on the NAR and all these things. And it was funny because when I was researching it and trying, like my goal was I'm going to establish this agent as the authority and make the person on the other end, the buyer, the seller, see just how much

Starting point is 00:12:05 they're doing, how many parties are involved in, just how involved the real estate transaction is, which it is so complex. And one of the hardest jobs I believe that you can do if you do it well. And you having a lot of experience, you can see all the crap show that it can be and how many things can go wrong based upon the inadequacies and the inexperience of the person on the other side and how much lack of control you have from what they do or not do? Well, the fact that people are selling one home, five homes, quite frankly, 10 homes a year, they're never going to be an expert. It's like, and they, it's just amazing to me, honestly, what, how low the industry standard

Starting point is 00:12:43 is based upon the money that the industry makes, upon what they expect and allow from agents, and how much power, quite frankly, agents have to ruin somebody's life and their financial well-being. It's crazy to me. Now, for those of you that are listening to this that have no idea what she just said, what I mean is not about the buyer part, about the NAR part. That's the part where we probably lost you. I think 95% of that, everybody's got it, Krista, but just that is not about the buyer part, about the NAR part. That's the part where we probably lost you. I think 95% of that, everybody's got, Krista, but just that little part about the NAR thing. For those of you that don't know, there was a lawsuit that happened in the lovely state of Missouri called, what was it? Sitzer Burnett is what it was called.

Starting point is 00:13:19 I always say it wrong, yeah. Sitzer Burnett. And essentially what it was, was these people formed a class action lawsuit saying that the big dogs, all the big brokerages, Keller Williams, Berkshire Hathaway, KW, all the big companies had colluded together to artificially inflate commission costs by making sellers pay buyers agents commissions, which is just part of how this business is always kind of gone through a concession. And again, I don't think that I thought the case was meritless. I thought it was baseless. I thought it didn't make any sense. Now, neither did any of these companies. These companies did not think that this was going to go anywhere, but unfortunately, they let a jury of 12 renters, people that have never gone through that process. Did you know that? They were renters.

Starting point is 00:14:06 Were they all renters? All renters. No, no, no. Went through the home buying process. Not one person. I did not know that. Oh my gosh. And I want to say, you said what has always customarily been that traditionally, and you're not legally allowed to say that, but the seller used to pay the buyer's commission, which by the way, has always been negotiable. There's no standard or anything like that. But the thing about this is that agency came into play because of rights back 20,

Starting point is 00:14:36 30 years ago where they said, hey, how you guys are doing this is not fair housing. You need to have representation for buyers. So the whole reason that buyers agencies went into play it, you know, to take care of the consumer. Now they're saying it, we did the opposite. So it's just, the whole thing is just crazy. It's a mess. So anyway, long story, boring jury awards, $1.8 billion, but because of violation of the Sherman antitrust act, it now becomes triple damages to like $6 billion. Well, guess who doesn't have $6 billion? None of these companies got $6 billion. Like nobody got $6 billion. So then this is what happened. All of these companies started to settle. And here's the second fun part of what

Starting point is 00:15:12 happened is 28 lookalike cases like this popped up all over the country where literally they just copied the lawsuit and changed the names. How do I know that? Because my name was on the one for Nevada, which sucked. We got named in the Nevada lawsuit. Well, National Associated Realtors comes along to save the day. They settle for $418 million. And part of the changes, they say that the way that we do business can change. Now, luckily for me, why can't I talk about this? Because part of the settlement was any company that did less than $2 billion in residential sales for the year of 2022 would be covered under their agreement. Good news for Simply Vegas, $1.98 billion in residential sales in 2022. Oh, geez, man, right under the radar.

Starting point is 00:15:58 Dude, a buddy of mine in Florida, I won't name him or his company, but a buddy of mine in Florida did $2.25 billion and they wanted like $9,000,000 in settlement from them. Oh my gosh. I mean, he's obviously, they're still working through it, but man, I mean, it was when I saw that and we ran the numbers and added up all the residential, it was a happy day for us that day, which was- Oh yeah. Honestly, it's insane. And what's even crazier about it is like just the lack of knowledge from the consumer you know real estate agents are so undervalued and quite frankly i think most of them are right most agents put a sign up put it on the mls never do

Starting point is 00:16:37 any work never do any marketing don't have any idea about how to negotiate or take care of what the client's best interests are they're more worried about their commission because they are barely making it. So most agents are overpaid. And I don't mean to sound mean when I'm saying that, but it really is true. They're not educating themselves. They're not learning how to differentiate themselves. And quite frankly, they don't have the client's best interests that are in most cases. Now, most people are going to be hating me when I say that, but that's the average agent that sells one or two homes a year. They just got their license because they want to sell their friend's house across the street, right? This is a very lucrative career if you can learn to do it right. And unfortunately, most people will not take the

Starting point is 00:17:18 time and the detail and the attention that it takes to, like I recently did the research of what, like how much a doctor makes, an attorney makes, a financial advisor makes all the way down to, you know, a dentist, police officer, teacher, right? And the teacher was the lowest at 60,000 average a year. The doctor was the highest. I think it was 280,000 a year. And I was like, you know, I'm selling houses that are way less than you. My best month in real estate, I sold 26 homes and I made $360,000 in a month, which is 6.2 times what a doctor makes in a year. And a doctor has to go to school for 13 years and he has $400,000 of debt. Just freaking learn how to differentiate yourself and learn how to position yourself as the authority and actually

Starting point is 00:18:01 be that authority in real estate. Don't like do, do your due diligence, do your job to become a badass, but no one's willing to do it. They want everything just handed to them. And it's so easy. And that is the reason why we are undervalued and the society right now. And the consumer is like just barraging real estate agents and saying how we're not needed and how horrible we are and how and they're right in a lot of the cases you know so but when you really really know what's involved and you've had the experience to deal with the people that are selling one or two houses a year and the gross mistakes that they make you and i know that not to be true right but the public is just going after the jug liar juggler of agents right now.

Starting point is 00:18:45 So anyways. They definitely, I mean, again, and it's a reputation well-earned. You know, again, back to- Still being earned. A hundred percent. We go back to my company and I'm not trying, the only reason I'm talking about the company so much is because we're talking about real estate.

Starting point is 00:19:01 So it is pertinent to this. People, if you're listening, I'm not trying to, it's not commercial for what I'm doing. the company so much because we're talking about real estate. So it is pertinent to this. People, if you're listening, I'm not trying to just not commercial for what I'm doing. But our company, I'm the only brokers that I know in Vegas. Anyway, we do what's called the purge. We don't play the horn and kill people. But like, if you're not doing here, you don't get to do here.

Starting point is 00:19:17 There's a lot of places. I love people like I'm looking for a place to hang my license. I'm like, bro, if I did one deal every three years, I'd want to hang my license. I'm going to hang myself if I was you too. If I was your license. So yeah, this is a place for doing it. I love that you did the purge. That's awesome. That was one of my weaknesses is that I'm not the best. I'm just so self-motivated. For me to have a team, I can coach people very differently. But when it comes to my own personal real estate team, I'm not holding people

Starting point is 00:19:40 accountable. Plus my brother works for me and my daughter works for me now. It's so hard to do. It's so hard. It's so hard. You know, this is, I mean, we take it all the way to our entire company level. Like every six months, I'll pull the list. If you haven't done anything, I mean, like there's another company in town that's a hundred percent shop. I'm like their number one recruiter. Cause I send them all these people because here's the way I look at it. like it's not cheap to be here like it's not it's not my company so if i'm continuing to let you just drift along i mean escaping the drifts in the name of the podcast if i'm continuing to let you just drift along with the currents i'm not doing you any favors so yeah yeah but again and people might hear that think that's harsh i have never invited anyone to leave the company that

Starting point is 00:20:25 wants to invest in improving themselves. If they're like, what can I do to get back on track? Hey man, I'm all in on you. I'm all in with you. But so many people in this industry are like, well, I took another job and I just haven't really focused on it. How many people are saying that right now too? Like John, people are like, I'm just going to get in their job. I'm like, you cannot do real estate part time. Like you're going to go work under the shiny lights with some kid that's 24 years old that barely graduated from high school, being your boss, clocking in, clocking out and like being on a what?

Starting point is 00:20:57 Just manage your time, get up your skillset, increase your knowledge and freaking go to work. You can make, I think real estate is one of the most lucrative businesses that you can ever do. I think it's so lucrative you would just learn to do it. But most people, they want all the glossy cars and the shiny houses or whatever, reverse that, but they're not willing to do any of the work for it. They're like, oh, it got hard and I lost the listing and I got hung up on and I'm just... I'm not quitting. It's funny, I had Ryan Serhan on here and I accused him of ruining the real estate business. Did you? Because here's the problem with Millionaire Listing because they negotiate all the deals on the phone. And I'm like, I don't negotiate

Starting point is 00:21:39 shit on the phone. I'm like, my standard response is I can't talk about an offer I don't have. You want to put it on paper? Give me something something that's executable. This is not million. Man wants to play million dollar listings. So I accused him of ruining the business. And he was like, he goes, no, New York, man, that's really how it is. Like you really, that's really how it gets done in New York. He goes, not so much LA or the other markets when they're in, they just do that for TV because it works. But he goes, yeah, New York. Does he actually even really sell just for the record, everyone, all these people you see on selling sex and all that stuff, they are not even doing it. All of it's fake. The only thing they have their license is they don't have to go say anything. So do not let that stuff hold you because it's all a bunch of crap.

Starting point is 00:22:16 No, Ryan's a beast. I will give him 100% credit. Yeah, dude, he's grinding every day. That dude grinds. He does. He is. He's an absolute machine and his level of commitment to growing his business is probably, it makes me think about like Tim Grover. Tim Grover talks about all the time. It's not what people always wonder what champions have. It's not what they have. It's what they don't have, which is an off button. They don't have a stop. I have that button too. God, I hate it. I'm just like. He doesn't have a stop. He can't do it. Yeah. It's wild. That level of success. But coming back to what we're talking about with this Burnett case, the big changes for real estate and how it's gone forward really, here are the changes. The changes are that the sellers can no longer quote unquote

Starting point is 00:23:00 advertise, advertise being the key word to pay part of the buyer or all of the buyer's agent's commission. They're not saying they can't do it. They're saying they can't advertise it. So in the MLS, it's no longer there. I think this is going to be a complete shit show. I know that there is an MLS pushing back on it because they are already seen into the future and understanding this can be a shit show of the transparency here is going to be awful. I mean, it's just going to be dreadful because before it was very transparent. Now it's not at all.

Starting point is 00:23:32 And the point is everybody needs to get paid somehow, right? This is actually going to help listing agents. I believe I used to, I have never done open houses. I hate open houses. They suck. I'd much rather spend my weekends on the boat and having a good time.

Starting point is 00:23:45 So I've always taught all my students open houses suck. Well, now I'm like, you know what? Now actually open houses don't suck because buyers are going to be looking. And buyers, now it's going to be an opportunity for you to grab buyers because buyers, they have to sign an agreement before you can actually show them. Now this is actually going to be a good time for you to do an open house. But here's what's going to happen. Specify that. In open houses, you don't. You can walk into an open house. You do not have to have a signed agreement. But if they're going to talk about

Starting point is 00:24:11 pricing and then show them another house and do all these things, then yes. If they even send listings to somebody, if you're going to send somebody listings, you have to have a buyer broker agreement now. So with that being said, what's going to have a buyer broker agreement now. So that's what's gonna happen is buyers agents are going to go away, right? People are and the consumer is like, Oh, you're not going to have to pay a buyer's agent. Well, yeah, you are somebody who's going to have to pay them if they're going to be there, right. So what will happen is you're going to now have discount brokers are going to advertise for 1%, which is

Starting point is 00:24:41 what's dumb about that is if they have an agreement for 1%, and the seller is willing to pay 3%, they only get paid 1%. They're kicking themselves in the back and losing that 2%, the whole commission that the actual seller would pay. And it's just going to cause so many more problems. And also buyers are not, I don't want to show that. I don't want to see that house if they're not paying a commission. So now talk about, and what do they call antitrust or whatever? Now they're only going to be paid. You're going to call and say, Hey John, are you paying commission? Yes. What is it? Oh, it's 2%. Okay. Um, buyer, I have a contract from you that you'll pay 3%. Well, it's a 1% difference. Buyer's going to say,

Starting point is 00:25:18 I don't want to see that house. So it's actually going to hurt sellers. They think it's going to help them. They're going to save money, longer times on market, less showings. It's going to, it's not good for anybody. So I, there's going to be, I'm sure things are going to come into play. Like it always does to fix this, but the consumer is just so uneducated about this and they're taking all the hype of the, of the news. It's like, and quite frankly, I just recently had a broker explained to her brokerage, like the whole lawsuit completely wrong she's like sellers could not pay commission and i'm like um yes they can i was like i was literally her whole i'm like oh i didn't say anything i'm like this is a broker right now on her team meeting i was there telling

Starting point is 00:25:57 that everyone that broker sellers are not allowed to pay commission i'm like oh yes they can you just can't have it on the mls it it can still be negotiated, you can they can still pay. It could be on your personal website. You can have it on your personal website on your listings on your site saying we will pay whatever. That's not a great thing to do to say refer here, you know, but it's just a matter of educating the seller to like, once you educate a seller, it's like game over

Starting point is 00:26:23 that go, okay, I get it, you know, no problem, you know, and just be careful not to say customary standard traditional. Yeah. You had to be really careful about that. Yeah. We have added pages into our, into all our buyer and seller books. Right. Um, like our buyer guide that we've always had is 40 pages long. It's, it's, it's awesome. It's a book. Um, but we've added pages for explain the NAR settlement, explain exactly what it is, explain all of those things. Now, for me, I have mixed feelings about the buyer broker agreement. I'll tell you why. Which is, if you were to walk into my office right now and look at the board, I would guesstimate 70% of the deals on that board, they were working with another agent before we got them.

Starting point is 00:27:02 It's even more than that, like 97%, according to NAR, which is probably not even true, had dual representation. So for 14 years, nobody, especially on my team gets in a car without a buyer broker agreement. It does not happen. We do a full, we do a full buyer presentation. We explain the benefits of working with us. We signed the buyer agreement. We've done this for 14 years and I've been able to take away so many clients because of this. And now kind of the mess of what's going to happen with this is you're going to have some people that don't know what they're doing, that their friend's cousin is a realtor. Fine. But before we do this, you just got to sign this. And now they're going to be stuck to this nitwit where we can't take them away.

Starting point is 00:27:42 Right. Because that's the only, that's the only reason I mix feelings about this. Okay, let's just talk now about Zillow. Okay, I have to say this. This is like, I have to put Zillow on blast. Did you see what Zillow did? Zillow came, we're going to save the day, captain save a hoe for these teachers. And we have an agreement that we have to help the public

Starting point is 00:28:03 where you can cart somebody around for two weeks and show them all the houses and be tied to them only for two weeks and you can back out. I'm like, it doesn't take two weeks. It takes one hour to prove your value add. I'm like, what are you talking about? Do not sign that Zillow thing that Zillow is trying to help the public. I'm just like, whatever you do. Yeah. You're talking to the guy that I'm from the main stage at Inman, uh, basically called Zillow said Zillow was perpetuating the largest theft of America on the middle class in the history of America with their iBuyer program. Oh, and you

Starting point is 00:28:38 were smart because look what happened with that. Can I share my screen here? I want to show you something. Can I share it or no? I think you can. I can't present this to this one. Let me see here. Oh, present. Let me see here. You got something. Okay, so me, let me just show this to you really quickly. Or not. Let's share screen. It'll have to do this yes allow on allow off cancel for those of you listening to us you're gonna have to go check this out on youtube or when you can always see this stuff on youtube

Starting point is 00:29:13 for all your video needs okay can you see my screen or no let me add it okay there we go yeah look at that okay so this is like a home buyer course that I created, right? The first, this whole thing talks about explains the entire NAR lawsuit, what it does, how it is. And then this one like talks about like the buyer's compensation and then literally goes through every step and why you need a buyer, buyer's agent, right? And how it affects both parties. We already had something similar to this, but we just called it a course just so it would like, kind of agent, right? And how it affects both parties. We already had something similar to this, but we just called it a course just so it would like, kind of like, oh, you have a course you've, well, wow. I don't know any agents that have a course, but like even just this first video

Starting point is 00:29:53 here, I know it's kind of a long 13 minutes. I'm obviously not going to play it, but just this alone, it's like, holy crap. I didn't realize that. This is the kind of thing that every single agent needs to do. And this is what I was, I spent like 60 hours just really understanding this and kind of figuring out, um, can I make a comment? I couldn't hear what you were just saying, but I'm going to give you, I'm going to give you props on something, but no, no, just from what I saw, not from what I heard, because I think a lot more people need to do this. If you're going to make a long form educational video, as Krista just showed us what she did, she had it edited in the same style as a short form video with a lot of moving graphics, a lot of background, a lot of B-roll, a lot of overall, because that's how people are used to watching video now.

Starting point is 00:30:41 And if you don't hold their attention, you're not going to keep their attention. If you're going to do talking head for 13 minutes, you're dead meat. Agree, disagree. Absolutely. And that basically that what that was, was it was just a funnel, right? So I basically just created a funnel, called it a buyer course, like, you know, just, and I'll tell you what we, we do a marketing video that we send out prior to go on a listing appointment that like really talks about all the things that we do that are so go on a listing appointment that really talks about all the things that we do that are so different. We don't talk about open houses or broker store. We talk about digital marketing, geo-targeting, all these different things that we do.

Starting point is 00:31:12 People watch it. I've had agents say, nobody will watch that. I'm like, yeah, they do because we can track it and it's people's most valuable asset. And even myself, we're in an escrow right now for a commercial property and I didn't represent myself because I'm not an expert in commercial. And I'm, and so I hired an expert realtor who specializes in commercial to help me. People do not understand just how, you know, it's a very complex process and people want an expert. So you've got to position yourself as such, right right but most agents are not willing like like men really to do bags for years I want to see your 40 page buyer book to you man I like 30 pages not even that fight 25 yeah it's

Starting point is 00:31:55 pretty it's pretty good but like for you like you use that as a funnel for me although I wrote this book buyer blueprint this is not a cheesy ghostwritten book it's an actual frickin book written by me in a New that as a funnel for me. Although I wrote this book, buyer blueprint, this is not a cheesy ghost written book. It's an actual fricking book written by me in a New York Times. So I get it. So this is my buyer book, my buyer guide. Love it. Yeah. I've got, um, what we do is, you know, uh, when we get something, I know you're a big fan of the box. I love the box too. I love the box kits. Um, we have high gloss blocks, beautiful that we drop drop off that contains obviously our seller book, a lot of our samples of our brochures and all those things. I own my own digital printing press, which makes it a lot easier to print all this stuff at scale.

Starting point is 00:32:34 I told you we were vertical integrated. I own it all. I'm going to spend money on it. You do, man. You own every aspect of the real estate. I own it all. But I also, I use those video books, right? The books that open up.

Starting point is 00:32:43 Oh, yeah. Those are so cool. I use that to explain, right? The books that open up. Oh yeah, those are so cool. I use that to explain how we do our commissions. Because I find that even, especially in the high end, most of the times you walk in, they don't care about, they just want, can we get to the numbers or how you charge? And I don't talk to them necessarily about specific numbers, but I talk about how I do commissions, which is a little different than how a lot of people do them. But I just want to get over the concept of how I do it. So when I'm there, it's not foreign to them or, and, or I can tell right when I walk in,

Starting point is 00:33:11 they're either really jazzed about how I do it or they're not like it doesn't matter. Yeah. So what are your, what's your normal price range that you do? I don't go to a listing unless it's at least seven figures. Here's a cool thing. I'm going to tell you. Here's a cool thing. Obviously, I told you with Escape from Our Business, with title, with mortgage, with everything that we do, for the last four years, I've really just been focused on the company. I've been focused on personal business at all. I have a team of 12 agents that work directly for me as my personal team that I've been handing everything off to for the last four years. That team still does between 150, 200 deals a year, just standardized deals, what comes in on our website based on our funnels and our marketing

Starting point is 00:33:56 that we do. And I was in Orange County in my house in Newport maybe three months ago. And a buddy of mine was like you know god I can't believe houses are going to be 25 million in Vegas again I said dude I never would have thought houses would trade for 25 million in Vegas like I just if you'd have told me that 10 years ago I told you you're nuts he's like bro you should like you should get back into into doing that like now that they're so expensive and I said yeah maybe you're right he said how long do you think it would take you to spin up your luxury business again I said I bet I could do it in 90 days he said okay let's make a bet so we made a bet 90 days today is about day 82 of that um i've already taken down a 1.4 million dollar listing

Starting point is 00:34:36 i have a 1.6 million dollar listing appointment this week it'll be nice hinge points just to get my hands on because i need i need something to climb with when i get there um're dropping, literally push the button today because also my digital print house can do mail. So we're sending out, I want to say she sent out 15,000 letters today, high quality letters. We're going out to drop that to reintroduce to this new brand. They're doing Luxury Homes of Henderson. I built a completely new website through Luxury Presence. We've rebranded everything new, all everything across the board. And it took me 82 days to get here. Now I probably could have done it faster. If I, that was my only focus, right? If that was, that was all I had to do all day. I probably could

Starting point is 00:35:15 have done it in, in much, much faster, but in two days, but I would guesstimate that in the next 90 days, based on the level of marketing that we're doing, the quality of marketing we're doing, and the volume of marketing we're doing, my average sales should be probably three and a half million. And I want to turn two of those a month. So if I can do 7 million a month off what I'm doing, that doesn't take up too much of my time. As far as what I'm doing, I still give incredible attention to those clients about what we're doing. And that generates enough money that it's worth doing. You know what I mean? Oh yeah, for sure. I mean, that's great. That's great. And it's, it's, you got a life still. I'll tell you the hardest thing was I, as I was doing it, I was doing, I was posting, I was going to post every day about it. 90 days of luxury, right?

Starting point is 00:35:58 So I did the first, first video blew up and I was doing it every day. We even know good, bad or ugly, like how expensive it was, what it was. I got these boxes, got these boxes. I think, you know, just the samples and this and that, blah, blah, blah. I think I might've gotten your box template. I didn't, I didn't go with it, but I was just like, you can get this one. No, no, no. I don't sell my box. Somebody's so like no one was doing the whole boxing shit. Now it wasn't everyone is, but yeah, it wasn't mine. We just, you just got maybe the example of it, but yeah. Mine isn't luxury enough for your my box up i can yeah yeah mine's pretty slick um yeah but dealing with alibaba and

Starting point is 00:36:31 all this stuff which is oh man i learned so much about alibaba i love that hey i have a great resource cherry from china and she's amazing like i buy like literally I just bought 500 cases of my books from Cherry. Did you say Cherry or Sherry? No, Cherry. I'll give you her information. So literally I've like shopped her. Oh, Sherry. Sherry.

Starting point is 00:36:57 Sherry from China. So text me and say, Krista, give me your contact from China and I'll give you her because she's real. It's real stuff. Super high quality and you're not getting ripped off. You know, it's real. So like, you won't be able to see this on my phone, what I'm going to show you here, but these, cause we always do, I've always done welcome gifts at buyer presentations. I've always done that, right? It's like, here's a little welcome gift, a lot of reciprocity. It's just a nice thing that my agents have always done. And we've for years just been kind of putting together little baskets. Like here's a little little welcome basket like you would find in a nice hotel when you came in like yeah yeah

Starting point is 00:37:29 a little bottle of wine little cheese little crackers whatever and i'm like man this you gotta step this up and i've asked my i asked my assistant that handles that i said what do we spend on those things and she goes oh probably in home for 20 bucks for each one. And I said, okay, cool, dude. This is like a leather bound embossed journal with a really, I'm going to put my phone number in the chat. If you got to like, send me a really nice embossed book, like leather journal with a really nice pen that comes in a black box that comes in a velvet bag for like nine bucks dude nine dollars landed i know their prices are so crazy 471 tariff and all that too like tariff and taxes i literally just got a 40 000 shipment from china and it got held up in in in tariff for whatever reason you

Starting point is 00:38:23 know that's the only thing that you got to be careful about their tariff isn't expensive, but I'll give you her contact. And I want you to give me yours because I like to price compare quality too. Well, I love it. But again, doing that. So the goal for me is 7 million a month. That's the number that we want to do. I look at all of my businesses in tranches, like everything is a tranche and I have a financial goal for each tranche. Well, you've got 300 things, which is awesome. And then this one, like I said, this one is $7 million a month, and that's the tranche. But again, even going into the list of organizations I have, a big part of it has been explaining the importance of offering this commission.

Starting point is 00:38:59 And I negotiate it separately, right? Whereas I used to walk in and I would negotiate the whole thing together, it's now part A, part B of the conversation. Part A is the buyer's commission. What do you want to do here? This is what's going to happen if you don't. You know, if you don't want to offer anything, that's fine, but you need to expect it to come over on the contract as a closing cost. Like you can't throw your hand, like I'm just telling you now, it's going to come. If you'd rather wait for it to come, that's fine. If you want to give me a number I can throw out to attract people, that's fine as well. But I want to talk about that. I'm going to stop for a second there. This is going to get dicey for people that don't do this business, but

Starting point is 00:39:31 we got a call today. One of my agents walked around the corner and goes, it's the weirdest call. That's what the call. He said, I got a call from somebody about some $350,000 condo that he has. Not a big deal. They had a client that wanted to go see it. And this agent said to him, my team requires a 3% co-op. Will your seller entertain that? And he has it in the MLS at two and a half percent. So as things are right now, the way that the ethics work with the code of ethics in art,

Starting point is 00:40:00 that's an ethics violation. Ethics violation, yes. Sweet up ethics violation, do that. But you know what? It's not going to be come August 17th. True. But again, like I told him, the only answer to that question is, Hey man, I can't negotiate an offer. I don't have put it in the contract, put it in the contract. We'll see what happens. When somebody puts the commission in the contract, I just get so like, it's like, come on right now. You can't, you can't even do it later. Like commissions are not a part of the contract. I'm going to tell

Starting point is 00:40:28 you another story. Cause this, this is a great story that you probably use. So for years, like I told you this, I've always done my business for 14 years. I've done this business with buyer brokerage agreements, always, always, always, always, always. And there, there are some agents in town. I mean, as is their right to do whatever. But again, back to the full transparency, I know these people would take these listings and say like, I'm going to take the listing for 6%. And then they would offer 1% as the buyer co-op. When I know damn well the seller thought that it was going to be split, right?

Starting point is 00:41:02 The seller had no- 100%. That is crazy to do that. I would be embarrassed to do that. I have seen people be split, right? That is crazy to do that. I would be embarrassed to do that. I have seen people do this, right? So for years in situations like that, under the other terms, I would always, always with the permission of my client, I would write in the other terms that buyers under buyer brokerage agreement to buyer's broker, ensuring buyer's broker earns a 3% commission. Property is being offered in MLS at 1%, creating a 2% shortfall. This shortfall represents a material fact closing cost for the

Starting point is 00:41:30 buyer. Buyer requests seller make this up as a material fact closing cost, right? Ooh, I like that. Verbiage too. Now, obviously I've done that once or twice, which is why I know the exact verbiage off the top of my head. And then I would send it to the agent. And if they were one of the unscrupulous ones, they would lose their shit. At which point I would say, okay, we'll do this one of two ways. I have another copy of the contract already signed without that verbiage in it. If you want to change the MLS to 3%, I will then send you this offer. At which point they would change it. I'd send them a clean offer because they didn't want their client to see it. Now, long story boring, for years, there's another large broker in town that I would do this with over this verbiage, him saying,

Starting point is 00:42:08 I was violating the code of ethics 14, whatever it is, by negotiating commissions in the contract. And I would say, I'm not. I'm negotiating a material fight closing clause for my client, as is his right to do so. And we fought about this and fought about this. And anyway, fast forward to the NAR lawsuit, where we're all wrapped up in this lawsuit in Nevada. And after the settlement, we're wrapping it all up and they're talking about the solution with the NAR attorney, National Association of Realtors attorney. And we're on a conference call on Zoom and it's me and a bunch of other big brokers that were involved in the suit. And this other broker that I spot heads with about this. And the guy goes, so are they going to change the

Starting point is 00:42:46 code of ethics now to make it where you can negotiate commissions? Because as it is right now, blah, blah, this is going to be a real problem. And then our attorney goes, no, we don't have to change anything. You've always been able to negotiate closing costs. And I was like, vindicated. I'm surprised you didn't ever call NAR or somebody you know to kind of help you with that although i will tell you we call nir and i'll have two different nir attorneys to tell me two different things so i'm like oh my gosh i'm getting you know it's like yes you just got to be careful hey this is steve sims and i'm a proud partner of escape the drift podcast with john gafford and i've got something for you for sim Distillery. The community that is based on you,

Starting point is 00:43:25 the entrepreneur, giving you the tools to be a better version of you. Visit simsdistillery.com, use the word escape to get a $694 discount off of the community that you need to be part of when you want to demand a better version of you. Thanks a lot. Escape the drift and see you in simsdistillery.com. Welcome back.ate the drift and see you in Simpsons. Delivery.com. Welcome back. We're back again with Chris Marshall. Back again, back again, as we always say. Just for the record, it's Mayshore. Mayshore.

Starting point is 00:43:55 Did I say Marshall? I did. You did at the beginning too, but I ignored you, but I figured the second time I'd tell you. Chris to Mayshore. It is my fault because I have to tell everyone. Everyone always says Moshore, Mishore. No one says it. Never.

Starting point is 00:44:11 So I apologize for not saying it correctly. You know, I got thrown out of my freshman English class in college because- It's okay. It's okay. No, I say I deserve this because we're in a big class and the professor is calling roll the first day in a big class as they tend to do at university. And he got to my name and they said, John Gayford. And I just wanted my 18-year-old wisdom to stand up and say, vowels followed by two consonants receives the long sound of the vowel.

Starting point is 00:44:39 Gah-ford. Ah-ford. That's so funny. And then you became Gay Ford from that time forward. Well, the professor at which point decided to ask me to advise me I should drop their class. Oh, gosh. That was day one freshman year. Yeah.

Starting point is 00:44:54 I decided to let people call me whatever they wanted after that. Probably a better move. But I am so sorry. You should consider doing like coaching luxury, like teaching coaching luxury. Yeah. I mean, at this point, maybe. We're going to get there. We're going to get there.

Starting point is 00:45:10 I do have some stuff going on. So we got a book. Obviously, the podcast here is designed to get people that are stuck drifting along with the currents of life out of where they are onto the next level of what they're doing. Have a book coming out. Hopefully, we're with the 20 beta readers whatever that means um my publisher's got it with 20 random people that are reading it then come back and tell me if they hate it or love it or whatever and things we need to check before it goes so hopefully

Starting point is 00:45:35 the book will be out in the next four months but behind that oh there will be there will be something i haven't been doing anything dude for like the last i don't i've been i've been waiting for this book right like i quit doing i haven't been doing anything, dude, for like the last, I've been waiting for this book, right? Like I quit doing, I've not been on stage in probably a year and eight months, 10 months since I've turned down so many speaking things. I just haven't done anything. I'm like, look, I want to get this book done. I want to get this out. And then I want to use that to kind of springboard into all those other stuff. And that's kind of the plan. So I've done either podcasts. I'll do anything like I agreed to your podcast.

Starting point is 00:46:07 Cause I love what you do, but I haven't done anybody else's podcast, but mine in two years, like I just haven't done anything. Right. Um, so yeah, that's,

Starting point is 00:46:15 that's what the focus is on. And then, and then I will be everywhere. I'll be omnipresent. Yes. Oh, I know John Gayford. I hate that guy.

Starting point is 00:46:23 No, I'm just kidding. You won't say that. No, I'm like, I'm going to, next time we're together, I'm going to introduce. You'll be like, oh, I know John Gayford. I hate that guy. No, I'm just kidding. You won't say that. No, I'm like, next time we're ever together, I'm going to introduce you purposely and be like, it's John Gayford. Every single time because I deserve it.

Starting point is 00:46:33 I've earned that at this point. I absolutely have, which is great. So what do you, obviously building a real presentation, building value. Are there things that, other, that agents can do to create value for themselves in these presentations as they're getting buyer broker sign? Like, what are you seeing? Very similar to what you do. I mean, like we have, we just, we use, we have a buyer box and it, it goes to it. There's a QR code on there with a funnel and there's a copy of our buyer book and buyer guides and step-by-step process, you know, and there's

Starting point is 00:47:05 video content where they can consume. Like, I mean, you saw, that's what we do. We've always done that seller seminar, buyer seminar. We just kind of upped it up a little bit because before I was never focused on buyers, I was like 99% listings. Like list to last, list to exist kind of a mentality. Now I think that even more, but I still want to prepare my agents to be able to have what they need to have ammo. I mean, I call it winning before you arrive. Before, I mean, I was like pretty much impossible to beat. You and I would have gone head to head. It would have been fun if you and I were in the same area because I don't like losing. And it would have been, I would have kicked your ass, man. Just kidding. But you know what I mean? We both like to win, I can tell. And so my goal was like, I want to make we both like to win, I can tell. And so, you know, my goal was

Starting point is 00:47:45 like, I want to make sure that no matter what I have every tool in my toolbox before I even get there. And so when it was never really an interview, even though I was usually interviewing against other top producers, because when you're a top producer, people get there, they're looking at other top producers. It's not just like, Oh, friends of friends kind of thing. And I was hard to beat because I would made sure that I would always go above and beyond. And even when I had clients that I had sold multiple houses for, I still did everything like you do, you know, drop off everything, watch the stuff. Like before I even get there, answered every question and, and they know who I am. And because of the social media presence and paying for exposure, you know, one of my big

Starting point is 00:48:20 things is paying for attention, capitalizing on exposure. So we'll create a video and we'll get hundreds of hours of watch time on every video that we create locally. So it's like I can take that to a seller and say, hey, here's why you want to hire me. Because we beat Zillow by 10,000 views. So just things like that. I think that's what most agents don't know how to do is really how to show, not tell, but demonstrate their value through what

Starting point is 00:48:47 they're doing. And that's kind of what we specialize, teaching people. I think with us at a brokerage level, what we've done is we try to look at the situation as it can't just be about the transaction. We've got to move to a level of success far beyond that. If Saks Fifth Avenue is what would they do? And the answer to that question is like, we have a concierge department here and I don't care what you need. If you need easy stuff, flooring, painters, you know, whatever that stuff, we will, we will get you multiple bids, your movers. We will take care of getting movers over to give you bids, packers, all of those things. But we take it to extent of if your kid's an elite baseball player and you're moving to Vegas, we will do the research on what are the best club teams and what are they like and who's a coach and who's looking for

Starting point is 00:49:28 people and what are their contacts. There is nothing that any of our clients as they're moving here ever need or ever need to think about that we cannot provide for them or we don't do as a level of service. And I, you know, all of our stuff now is so funny that we've leaned, we've had concierge up now for four years, we've been doing that, but now we're really leaning into it. Cause for a long time, a lot of people are like, well, I don't want to give my clients information to, you know, to the brokerage or a third party. It's like, bro, we're not competing with you. But now, and it literally, we charge our agents nothing for this. It's just, it's a free service for agents to use this. And I think, you know, if you read our reviews,

Starting point is 00:50:05 so many of them mentioned the concierge, mentioned that was amazing, how great this was. And I think that it's stuff like that, that is going to be the differentiator. I got stuck for a second, but that is going to be what makes a difference between company A, company B and an agent, an agent B sitting in these presentations. I think that is going to be what makes a difference between company A, company B, and an agent B sitting in these presentations. I think it's going to matter. Yeah. It always is, right? Go, go ahead, go ahead. I was going to say, I want to go to your expertise, which is getting people in front of you in the first place. Let's talk about that. Yeah. Marketing is my thing. I love it.

Starting point is 00:50:43 Where's the best bang for the buck right now? What should I be focused on? What should I be doing? Always Facebook. So if you look at any of the digital marketers that I will always tell you, Facebook is the number one place to go. Obviously, your ideal client, depending on, first thing is, who's my ideal client? Where are they hanging out? What platform are they on the most? But if you go to Facebook, you'll see YouTube advertisers marketing there, Google pay-per-click marketing there, like LinkedIn, everyone's marketing on Facebook because it has the biggest amount of people, the most amount of eyes, the biggest reach. I mean, I have made, like we've done $60 million in coaching in six years. We just hit the 60 million mark

Starting point is 00:51:20 and like 60 million of that came from Facebook advertising, right? So I mean, obviously it was me selling high ticket, but I market on Facebook. We've tried LinkedIn, we've tried YouTube and I hire the best of the best coaches, like the best of the best coaches to help me for some reason, especially in real estate. Facebook has been the best and locally more than anything, because when you run Facebook ads, so I'll give you a little hint about how I learned this but when Facebook marketing first came a thing it's like what 12 15 years ago I flew to San Diego learned from a guy that had been really doing it beforehand like as an experimental with Facebook and he taught me how to run Facebook ads like right when

Starting point is 00:52:02 it first started and I did it a different way than what I was, what, how I was taught. So most people are, are doing like, uh, like conversion ads or lead formats. Right. Well, in fact, I just taught, you don't, you know, go high level is, you know, go high level. I'm sorry. What was that? You know, you know, go high level is.

Starting point is 00:52:21 Yeah, of course. I use it every day. Okay. So go high level just had me i was their guest trainer this week so monday tuesday wednesday they're having me teach my russell don't like that i know i taught the rent this brand new and his strategy on his platform like two years ago on stage but i love go high level i love going level and i love russell like i i do i have nothing bad to say about russell he is amazing but go high level is like, oh my gosh,

Starting point is 00:52:45 I can just do everything on it. And we've moved everything over to that. But they had me teach this brand awareness strategy the past three days. And it's basically like, I'm going to create brand awareness campaigns, which is like video views, reach, reach objective, you know, um, engagement and objectives that then I'm like making sure that everybody in my community is seeing me because right now, if you're utilizing, let's just say, I'm just going to say Facebook, but all these platforms are the same. The algorithm is only putting you in front of people that you're actually are already engaging with you, your mom, your dog, your sister, you want to be in front of everybody else. So with these, when you pay to play, when you pay

Starting point is 00:53:20 for attention, attention is currency. The algorithm puts you in front of these people. And then you can target people and retarget people that have already interacted so that they're seeing you all the time. Like you're showing up in their feeds. And so, I mean, you become like a little mini celebrity in your area and it's impossible. Like there's not anywhere that you can go locally when you do this the right way for, you know, a few months, like everywhere you go, people are like, Oh my God, you're that real estate person to me. I was so excited. The other night I went out to dinner and this, this guy's like, aren't you that marketing girl? I'm like, yes, I'm finally not known as the realtor. I was so happy. I'm like, yeah, he's like,

Starting point is 00:53:55 I saw you on go high level. And I was like, thank you. Thank you for that. Cause what you, as literally what you can do can work for any industry. We've talked about any industry, any, I mean, any industry. It's like, it doesn't matter what it is. It's any nationally. You can do it nationally, but locally is simple locally for Penn. Like, I'm not kidding you, John, every single video that I will produce, I'll spend $200 and I'll get 380, 500 hours, 600 hours of watch time on every video that I produce. And then I can have it. I

Starting point is 00:54:27 this, this objective, I want engagement. I want to be able to take this video to seller and say, Hey, this is why you hire me because I got 600 hours of watch time. And here's 10 other listings in your area. I did the same for, and here's what that equates to. You know, it's, and it's the amount, like the reason why people will market on the Superbowl, like Google and Pringles, everyone knows the chip Pringles. Everyone knows, you know, taquitos chips. Everyone knows Google. Why would Google spend $7 million just for a 30 second commercial? Not to include the $20 million they spent to create the commercial because they understand the importance of eyes on you, the attention. And everyone thinks it's like, oh my gosh, I, you know, referrals. It's like who, you know, it's so important who you know,

Starting point is 00:55:09 but what's even more important is who knows you and you start to get referrals. And when you're like for you, you position yourself as the authority. Everything you do is top of the line. You're always on a job interview. You know that like everything I do is on a job interview. So when you market your listings and then the whole world, like people love luxury. So you create luxury listings and you do the most amazing tours and you, and people are just so obsessed with that. All of a sudden you become the million dollar listing guy. In fact, when here's something crazy, when I first started coaching with Russell, he

Starting point is 00:55:37 was like, oh my gosh, there was a realtor who was like not doing well. And he was like, I'm going to become the million dollar listing agent. And how he did it was he started once a week, he would showcase a listing through a funnel that was a million dollars. I don't know who the guy was, but eventually he became a million dollar listing agent when before he was just showcasing it because the perception was I'm a million dollar listing agent. And that guy didn't even put any money behind it. Like put a little bit of money behind it. Cause I'm going to talk about that because I do have a little bit, I have a little bit of an issue with that strategy and I'm going to tell you what it is. Okay. A lot of people that replicate that exact strategy,

Starting point is 00:56:13 they, they, they go and they just tour these $10 million homes. They haven't done it. They haven't done this. And this is my, this is my, this is my opinion on it. You tell me if I'm wrong. My opinion is this. I'm like, look, you're walking around $10 million houses. How many of these houses are traded in the last six months? And the answer is- Are what? Are traded? Are traded.

Starting point is 00:56:31 How many of them have sold in the last six months? Okay, okay, okay. Like how many of the, how many houses, 10 to 20 million have sold in the last six months? And it's like nine, right? So now what you've done is you position yourself so far away so high away from your actual followers like you've you've made the jump from being seen as obtainable and somebody that would actually hire into just house porn that's all you are well hey but no but it could be like a million dollar like you want to go after a million dollar listing you have i'm talking about your own property so

Starting point is 00:57:00 russell's guy did it would like i don't know where he lived but let's just say his average price point was 500 000 so he would showcase a million and above well you are actually getting these listings now people love real estate that's why real estate shows are like the most watched shows next to the food network shows right because people are obsessed with real estate sex sells or whatever they call it you know sunshine i don't even watch any of them but yeah you've got house porn right there with the listings that you have, and you're wanting to create million-dollar listings. Run Facebook campaigns around them.

Starting point is 00:57:30 You're marketing your properties. You're marketing yourself. You're showcasing how you do business because they're seeing how you advertise the properties, how you stage the properties, and all that. And next thing you know, you're paying for a small dollar to make sure you're demanding the attention, which people want to see anyways. And now they're like, oh, they're starting to see John everywhere. They're seeing John sign. They're seeing John's in their mailbox. You said you did 20,000 or whatever. They're seeing John on their Facebook ads. John is everywhere. This strategy, even if you're not even talking about like showing homes, just showing the community,

Starting point is 00:58:03 things to do, hotsp spots, local places, things that are prolific. And you start creating content and running ads behind it. So you're always showing them people's feeds. People are like, this person is a badass. They're everywhere. You know what the difference is? I just realized what you said. Because my response to that was, if you can do this, great, do it because it gets eyeballs. But you also need to be doing some calls to action along the way to say like, look, I sell these big houses. I'm in these big houses, but if you're, I'm willing to work with you at any price level. Like I'm, I'm here. Oh yes, you have to for sure. This will work on anything though. Like anything you want to do. You want to sell underwear. This is how

Starting point is 00:58:37 you do it. You want to sell dog food. Here's the, here's the, here's the difference. These guys are just throwing this stuff up and hoping people will come you're doing you're targeting an audience through paid ads so there's a higher problem like if you're going to film a bunch of five million dollar houses you should be marketing those using geocaching or tagging or whatever you can do to markets that do that to any video that you're going to create people are spending all this time on these videos like oh my god video video video it's like don't even waste your time because the organically less than point like two three percent of people are seeing the video organically but if you pay a hundred dollars to locally on reach campaigns video video view campaigns, excuse me, engagement campaigns, retargeting campaigns, you get thousands and hundreds of thousands of views, thousands of engagements, hundreds of

Starting point is 00:59:31 hours of watch time. Where it matters, locally where it matters. Yes, locally. You can't do it nationally, right? Because for me, I mean, I spend about $180,000 a month on Facebook ads, but I'm doing it nationally for my coaching business. Right. But when I was doing it as an agent, I was spending about $6,000 a month. You know, when I left real estate, I was making about 1.8 million in commission as a solo agent. And my house price point was around 500,000. You know, you can kind of do the math, but it's, it's, but that's nothing, nothing compared to what you have to spend nationally, right? That's what I was telling you.

Starting point is 01:00:06 Maybe I should go back into real estate because I think it's more lucrative than being a coach, especially the realtors right now because they have no money. Yeah. No, dude, I'm good friends with the guys that own VShred. You've probably seen that handsome Vince guy come down your social media feed before. VShred, the workout app, they spend a million dollars a month in ads, in online ads. Oh, yeah. I bet it. What did you think?

Starting point is 01:00:28 So based on what you do, what did you think of Alex Ramosi's books? Oh, I love Alex. I actually coached with him. I spent 25K for eight hours because he was my mastermind with me for two years before he was Alex. Right now, he wouldn't even... I mean, I have him on my cell phone speed speed. But it's like getting him to answer. It's like, unless it's a one word answer, he will not answer

Starting point is 01:00:48 like I'm like, dude, we used to be friends. He's just too cool for school now. But what what master? What mastermind? That was in Russell Brunson's his inner circle. Right now I'm in. I'm in I'm like a couple of my just joined Tony and Dean's like, they're they're mastermind. I'm in, huh? I said, yep. Yeah, I'm just doing that.

Starting point is 01:01:08 It's brand new. They haven't even launched it yet. And I'm in Founders Board and Genius Network. And I've got like a YouTube coach right now. I've got an artificial intelligence coach right now. I've got a sales coach right now. Like since the market's been changing, I literally, this year I've spent a lot of money in the past six months on coaching and like upping my skill level because I'm, I'm needing more opportunities

Starting point is 01:01:32 because of how hard the real estate market is for realtors. Right. So getting them to pay me 24 K is harder than it has used to be. So I need more leverage, more exposure. So I've been like diving into, you know, everything. Yeah, no, I I'm leaving tomorrow. I'm, I'm in, um, I'm in, I'm in Kent Clothier's boardroom mastermind. It's just for high level real estate people. Um, I'm going, I love Kent. He's one of my favorite humans. Um, I do that. Um, years ago when, when Dan Fleischman had the Avengers mastermind, I was not just, you know, genius network. That's, that's not Perryry belcher that's um uh your culture is is uh driven you just opened driven with jason fladlin yeah jason fladlin

Starting point is 01:02:11 is a good friend genius is um who's genius genius is joe polish no polish yes he's great i haven't really dove in as much like you know i think when you're in when you're in it you have to really be in it and so i'm in too many right now i need. I'm going to pull back on a couple and just go all in on Tony and Dean's because I don't have the time and I really want to utilize it. But being in masterminds and paying for my education and paying to play around these people that are doing so much more than me has been 100% everything to be obviously my drive. But there's nothing like being in the room with the people and just the amount of learning from their experiences, doing what they do, not doing what

Starting point is 01:02:48 they didn't do well. It just opens up so many doors when people ask me like, what would you say is the best thing you've done? I tell them I pay to be in the room. Dude, you know, it's, it's funny. Like the, like Dan Fleishman's a hundred mil mastermind. I met so many good people that that's where I met the Vach Red dudes, 100 mil. And that was great. And I think I like the way Kent looks at it a little differently. Kent says it's a time machine. It compresses time. And the thing I love about his, man, I don't know about the ones you go to, but like tomorrow, I've got to go on Thursday and how it's a real mastermind. It's not like a seminar. Like a lot of these are just, you go and you hang out, you have dinner, it's

Starting point is 01:03:24 cool, blah, blah, blah, and there's speakers and you sit in a crowd all day. It's not like a seminar. Like a lot of these are just, you go and hang out, you have dinner, it's cool, blah, blah, blah. And there's speakers and you sit in a crowd all day. This one, dude, I've got to do a presentation on my business every time I go. And I got to lay out KPIs and the room just pulls you apart.

Starting point is 01:03:36 It's like, Oh, I love that though. That's what you want. Dude. It's, it's, I,

Starting point is 01:03:40 it's, I get to tell people all the time. It is the eight days a year when nobody tells me I'm special. And I love it. Is it two to tell people all the time. It is the eight days a year when nobody tells me I'm special. And I love that. Is it two days long or how do you do it? Yeah, it's two days. It's so it'll be Thursday. I want to, I want to, I want to be a guest at his.

Starting point is 01:03:52 Say, hey, you know, Krista, make sure she wants to be a guest once. I want to be a guest. I'll talk to Ken about it. It's yeah, it's awesome. It's in Seattle. So I'll be the, I'll be up in the great Northwest. That's awesome. Good for you.

Starting point is 01:04:03 That's why you're so successful because you invest in yourself. Dude, you have to. You have to. I mean, you can't think you can do it all. Trust me, I already know who I'm calling when I get ready to launch this coaching platform. Yeah, you won't find a better person than me. That's for sure.

Starting point is 01:04:17 A lot of people, yeah. No, because you know where you are now, man. You know what the next level for you is. You've got to now do, there's some guys in Arizona that did this really, really successfully, which was none of them have the talent to be in front of the camera. None of them have the talent to be the talent.

Starting point is 01:04:32 They have immense talent on selling, managing fulfillment on the backend for this. And they run their coaching business like a record label. Wow. Okay, tell me more because I'm ready for the next level. No, I'm just saying this is your next level where you turn in all of that information that you've had and rather than just sell it or coach it or or turn up you know hang out for a flat b you turn it into like the krista marshall coaching family may sure may sure gay lord gay lord that's it it's jay ford yes that's it

Starting point is 01:05:04 krista may sure coaching family and now you have like a record label of these artists that you know don't run like motown where you're keeping you know it's like it's funny i i haven't really even allowed so i actually coach coaches now so i coach coaches i wrote the book million dollar month model anyways i wrote the book million dollar month model which like goes over my whole million dollar month model model. Anyways, I wrote them a million dollar a month model, which like goes over my whole million dollar a month model strategy. Cause we've done one, we've averaged 1.3 million a month and passed like 42 months in a row. And so, but I haven't let real estate coaches in, right? Because I'm like, I mean, it's already so it's just, it's, it's, and I know

Starting point is 01:05:41 that's probably a limited mindset thinking, but I'm like, when I left to go coaching and when I left, you know, left real estate to go into coaching, I mean, my community held it over my head. All the realtors like, oh, she's coaching now. She's not going to give the time, not going to give the attention, blah, blah, blah. And it definitely affected my business for sure. Right. Cause I mean, they, I was out there doing everything, but being a real estate agent. And so I'm not ready until I, you know, yeah, I want to get my coaching business like really

Starting point is 01:06:06 up and running. And it's been we've been doing it for a year. And it's I forgot how hard it is to start a new business like it is a beast. Like for example, last month, we made like we made 50 grand in coaching, but I spent 80 grand and that's just on ads doesn't include what my my team right? Because we're doing multiple things and I my husband's like, babe, you forgot like that's how it was doesn't include what my my team right? Because we're doing multiple things. And I, my husband's like, babe, you forgot like that's how it was when you started your first coaching business. Like I remember you crying in the

Starting point is 01:06:29 kitchen like why did I do this? That's so hard. You know, like, I made my first two comic book award. And it like no one ever tells you it costs 1.2 million to make a million like nobody ever tells you any of that stuff. They're like, I'm a millionaire. It's like, yeah, well, it cost me, you know, 10 million to make 11 in the beginning, you know? Yep. Exactly. They're all like glamor. It's like, no, it's a freaking hard. Yeah, dude. It's like, it's a, it's a, any business is a grind, any business, which I love,

Starting point is 01:06:56 but I, dude, I, that's, I'm telling you, that's where that, that thing, those guys. It's like, like, you know, it's called it basically a, ah, dang him a certification. Like I need to create a certification. And if you only knew the thousands of hours that I've spent, like just this week on the go high level training, I am not kidding you. My team and I spent at least 170 hours just on this three day, nine hour presentation. And I'm not'm not exactly i personally spent about 70 hours myself making this that's training and then my team making it look perfect the back ends in it huh is it in high level yeah i'm making an offer tomorrow so they they're i'm selling my workflows

Starting point is 01:07:36 and stuff like that and they're you know but like the training i did you know is badass like they even called me like holy god you just did this is like the best training you know because i'm alive i have a guy sitting 16 feet away from me and his job in life is to know everything about going high level that's his job oh god is he great do you love him oh i love him he's good freaking insane it's like oh my god why don't you go to their mastermind and their things i mean their masterminds are pretty awesome. I should, because to be honest and truthful, I don't know as much about the functionality of the platform as he does. Like I pay him to know that. Yeah.

Starting point is 01:08:13 And I was doing outsourcing and we first switched over. We were doing outsourcing and it was like, man, this sucks. And it's that 24-hour lag and you don't really know what you think you know and you don't know as much as you think you know. And then all of a sudden it's like,'m like screw this so i just hired an incredible person with great background i said this is your job learn everything you need to know about this and everything that needs to happen on it we've moved all of our businesses over there yes we have to yeah we have to we're still moving it because like god every single day there's a new

Starting point is 01:08:41 thing oh it's this feature now i I tell my team, it does everything. We have got to move everything over because I'm wasting money. Like $1,000 a year, $5,000 a year, $4,000. It all adds up. That's why I have a $500,000 overhead. Like I need you guys to move everything over, you know? Yeah, no, no kidding. So yeah, I love that.

Starting point is 01:08:58 I should go there next thing though. I should. Yeah, go, go. Don't go to that. Like, I love you, but I wouldn't go to their big one. I'd go to one of their masterminds. and not so that you can actually learn like the software. I mean, I don't even know how to get into go high level, but I know what it does. And not only I know a 10th of what it does.

Starting point is 01:09:15 Right. So it's like you, I've got a team that, that, that, that does go high level and they integrate and they can't figure it out fast enough, you know? So you actually could have inspired me maybe to hire someone that's local and be like, this is all you're going to do is just this. Dude, for the amount of money you're making and what you're doing through it, I mean, yeah, it's crazy. Yeah. Yeah.

Starting point is 01:09:34 Just pizza. Pizza's under the door. High-level stuff comes out from another side. Yeah, exactly. I want a bottle of wine right now. Ka-ching. It's in my hand. That's quite a lot.

Starting point is 01:09:45 That quick, that quick. Well, dude, Krista Mayshore, Mayshore. Good job, good job. It only took you freaking an hour and 10 minutes to figure out how to say my name. You know what's terrible? And it's not, I hate when people say things like, I am this, but I struggle with names that I have.

Starting point is 01:10:01 So like when I go to networking events, I always take my wife with me because A, she's great to have a networking event because she's entertaining and draws attention. But B, her job is as I'm meeting people, she texts me. Everybody I meet, what they were wearing, what we talked about, blah, blah, blah, blah, blah. So I can then just as I get a second to myself, I can go back through and review as I'm mid-stroke in a market, in a networking event. So I'm always walking around like, oh, hey, Sam, have you met Bill? And they're both like, Jesus, this guy remembered my name in like two seconds because I'm cutting.

Starting point is 01:10:32 So good. My husband, I bring him, I'm like, babe, if I don't say their name, it's like, hey, this is my husband, Steve. If I don't say, hey, Steve, this is John. Steve is supposed to say, hi, I'm Steve. What's your name? He never gets it right. I'm like, babe, I don't say their name. You have to ask their name because it means I forgot because I'm the same way. I'm really working on it. I know. My other great one is, it's great to see you. I never say it's nice to meet you because I might've met him before. It's always great to see you. Good one. Great to see you. That's good. Great to see you. Do you ever notice too, this is bad, but you'll have met people on your, like you meet a lot of people,

Starting point is 01:11:07 right? And you've met people on your prod podcast. I mean, I've sold 2,300 homes as a solo agent. I don't, I meet people in my city and they're like, Oh, you sold my house.

Starting point is 01:11:15 I'm like, yes, of course. And I cannot remember. I feel horrible about that because I'm like, how do I not remember? Well, it's been 23 years and you know,

Starting point is 01:11:22 23 in our home. So it's like, it's impossible to, but yeah, I hate that. It's great to see you. That's all you gotta do. Over 23 in her home so it's like it's impossible to but yeah i hate that it's great to see you that's all you gotta do over and over again it's been great to see you today i feel like this could go on for like two and a half three hours so next time you're in vegas i'd love to have you in uh studio and we can pick this up i will definitely come that'll be fun it's been it's been a good it's nice when you actually do something you enjoy i've had a really good time today.

Starting point is 01:11:46 Yeah, me too. Me too. But for everybody listening to this, if they want to find you, you're not hard to find, but how do they find you? Yeah. So my name's all over, you know, socials and all that good stuff. So just look me up there. And then if you want to learn more about, you know, how to become a digital marketing genius, just go to kristenmayshore.com slash John, super simple, kr to KristaMayshore.com slash John, super simple, KristaMayshore.com slash John, and you'll be able to sign up for my three-day virtual event where we teach you how to be a marketing guru. I love that. I love that so much. Thanks so much, Krista. I appreciate your time. And guys, I hope you guys got as much out

Starting point is 01:12:22 of that as I did. That was, I'm fired up. I'm going to go learn digital marketing and get my high-level guy to learn more stuff. And let's make some more money and do that. But man, listen, you don't have to do digital marketing. You don't have to do real estate, but you got to do something. You can't keep drifting along with the currents of life. Because remember, nobody's coming to help you. You got to help yourself. See you next week.

Starting point is 01:12:44 What's up, everybody? Thanks for joining us for another episode of Escaping the Drift. Hope you got a bunch out of it, or at least as much as I did out of it. Anyway, if you want to learn more about the show, you can always go over to escapingthedrift.com. You can join our mailing list. But do me a favor. If you wouldn't mind, throw up that five-star review. Give us a share.

Starting point is 01:13:02 Do something, man. We're here for you. Hopefully, you'll be here for us. But anyway, in the meantime, we will see you at the next episode.

Escaping the Drift with John Gafford - Revolutionary Marketing Tactics for Realtors with Krista Mashore

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