KGCI: Real Estate on Air - Agent Attraction, Scripts, Webinar, Production with James Massey

Episode Date: October 3, 2025

Friday Focus is your weekly mini-series from KGCI Real Estate On Air—a deep dive into one theme, broken into tactical, easy-to-implement episodes. Every Friday and Saturday, we unpack the strategies, scripts, and systems agents use to win more business—without the fluff.Catch every episode in the series to get the full picture, and put these moves into play by Monday.SummaryIn this episode, real estate veteran James Massey shares his expert blueprint for attracting top talent and scaling your real estate business. He reveals the key to moving beyond the "transaction treadmill" by building a system of agent attraction that generates leverage and creates a predictable business. James shares his proven scripts, the power of webinars, and a focus on high-impact production to help you build a team that generates lasting wealth and freedom.Key TakeawaysAgent Attraction is a System: James emphasizes that attracting agents isn't a one-off task, but a system built on consistent, valuable communication and lead nurturing.The Power of Webinars: Webinars can be a highly effective tool for attracting new agents, allowing you to showcase your expertise and value on a larger, more consistent scale.Master Your Scripts: James shares the importance of having powerful and authentic scripts for attracting agents, which should be focused on the value you can provide to their business.Focus on Production: The foundation of a successful business is high-level production. By consistently closing deals and generating revenue, you create an attractive and stable environment for potential agents to join.Keywords/PhrasesAgent Attraction, Real Estate Scripts, James Massey, Real Estate Webinar, Agent Production, Real Estate Team, LeverageCall-to-ActionReady to build a business that works for you? Listen to the full episode on your favorite podcast platform and learn James Massey's secrets to agent attraction and production! Ready for more? Subscribe to KGCI Real Estate On Air and grab the Always Free Real Estate On Air Mobile App for iPhone and Android. Inside, you’ll find our complete archive, 24/7 stream, and every Friday Focus mini-series—ready when you are.

Clarity, strategy, and step-by-step moves. Here's what you need to know from this week's Friday focus on KGCI, real estate on air. You're listening to the CoachCode podcast, and this is your host, John Kitchens. Join me as Way and mock your greatest potential, collapse time, reveal your blind spots, and become the best version of yourself. Man, that's hot, bro. That is hot, that is hot, man. Oh, golly, man.

Every time, you know, blows and see everything, I'm just like, geez. 239 in this series now for quite some time and it's great to have you back on and it's just really awesome to see you know um so i want to say many but it's been really like kind of that tight circle from almost like day one right coming out of key west you know right after we made the move over and um you know you guys coming into I mean, we had been almost a year, I guess, in at EXP and, you know, getting connected with you at, you know, through through the boot camp and then just being able to see you guys get in the room at, in Key West with that room. And you set back and you think about who was in that room.

Holy smokes. I mean, you know, that was Gene and Gove and Kyle. and Veronica and beer and, I mean, just kind of the Curtis, I mean, just that OG, just foundation of the Honey Badger Nation. And really, you know, you look at the growth trajectory of studying the company. And obviously when Gene came in, you know, 400 agents, Gove came in at 2,000 agents. We came in at 4,000 agents. And it was really, that was it, right? like, you know, Gove had kind of broken the dam. And then when we came in, we just, we just shattered it.

And being able to see you and Levi and Dan and, you know, just that core of you guys coming in that were there in the room, right? I mean, Nick Krim and his brother were there. They were there working for Al, working the cameras, right? They didn't even like, they weren't even, they weren't even Nick Krim at the time. So it's just, it's really fun to see and see how far you come. And it's just, you know, I'm proud. I'm proud of you.

And I love that sign behind you because I mean, I know you do. It is happiness and the things that you're doing, you have found that freedom. And I know how passionate you are to be able to pour back into others to find the same thing. Man, it's funny, dude, because, you know, when we, I first got introduced to you all, it wasn't at that key West. The first one was actually a boot camp. And I don't know if you remember, like, kind of being at that boot camp. And y'all did this whole ruler thing where you had like a broken down ruler.

And it was like, you know, whatever age you are, tear that off. And, you know, then you did that life. I thought about the number of summers, the number of winners, you know, all that stuff that kind of kicks in there. And I was just like, man, I really, really got to get dialed in. And at that time, I really wasn't looking at, you know, the full. benefit of Expe. I was still in production mode. I was still thinking about like

hey, how can I grow my business more? I just came off of one of my biggest commissions, you know, as far as GCI, I was like 500,000. So I was really trying to take that to a million. And I end up going down to, you know, the second time that, you know, I met with you all, was going down to that

Q West and that's like you said, Gove and, you know, everybody else was down there. I'm still production mode. Like, I'm just, like, I want to know how I'm going to be able to scale my business to, you know, to the number that I wanted to get to. But, um, they started talking about something different. They start talking about this revs there. They start talking about building the organization. And, um, you know, all the notes that I was taking was different than how the notes that I thought I was going to be taking about

how to actually build, um, more sales. And, um, I never forget, man, it's funny because I gov taught. And, um, I always knew that Gove had this whole. open house strategy, right? So, like, even after he spoke, I went, we went to him afterward, and we asked him like, hey, man, so can you tell me a little bit more about this open house strategy? And, you know, and you should have saw the disappointment on his face. It was like, man, you're not getting it. You're like, you still talking about sales.

That's not really the direction that you really should go. But by the end of it, that's why I like, you know, the fact that, you know, there's multiple days. and you're pretty much there the entire day. And it's a renewing of the mind. By the end of it, when it was all set and done, I finally got it. This is the direction I need to go in. So when we'll get back, we start going to work,

building an organization rather than trying to be a real estate superstar. What for you, because I think this is where a lot of agents struggle, you know, for you, where did that switch flip? And, you know, it's hard. They're like, ah, you know, but, you know, I got to maintain cash flow. I got to keep a foot here in production. And so I think, you know, for you, how mentally and then being okay with making that, making that transition.

Yeah. It was, it was, it was, it was hard at first. I'm not, I mean, I knew I needed to have it done because like, you know, you can't deny numbers. So you're seeing what, you know, Gold did, what Jay did, you know, saying all these other folks. So I couldn't deny the numbers. And I wanted that freedom. I wanted that, that, you know, that part of it.

So just kind of designating a certain time a week and being consistent to that time, that's sacred, that's my freedom time. And then increasing it. So it's like, you know, it started off like one day. Then we start off, you know, another day. Then start off another day. And then next you know, it's like the same thing with buyers and sellers. Once you start doing stuff and you start building. the pipeline of folks, you end up talking to those people on a regular basis because everything

is coming forward, right? So it's the same thing with agents. It was like, you know, as you continue to talk to agents on a consistent basis, now those people start to come forward. So now you find yourself having the same conversations, the same type of conversations on a regular basis. But the switch with the production part of it, like I said, it is difficult because, like to be honest with that, you know, you as I coach at the time, you know, production.

kind of took a slight little hit at first. You know, so, you know, you start, you know, questioning, like, is this the thing that, you know, what am I doing wrong? That's really what was the question I was asking. So what am I doing wrong? Because I'm going down this agent's attraction role and, you know, you've got to build it up, you know what I'm saying? So it's not an overnight success with that part of it. But the production was starting to slip a little bit. So we constantly made an effort that we're going to keep a certain level of production.

So maybe not the production that I was trying to do before, but a certain level of production and keep everything at a level, you know, not to lose houses and cars, you know what I'm saying? But at the same time, continue to work on the freedom part of it, which was building an organization.

For you, where was that point to where, okay, this is working, what we're doing, this is the right path. Man, so the first revenue share check was $100.

bucks. Still pretty cool, though. I was like, I didn't work for it. I didn't talk to not one buyer. I didn't talk to one seller. I didn't write one amendment. I didn't write a contract. I didn't negotiate.

It was $100. Right. So then it got to the point where, you know, it got to like $800. You know what I'm saying? Then it got to like, you know, a thousand, you know, $1,500. And like, when they started climbing, I was like, man, I really need to pay attention to this because this right here is life changing. I mean, the average person is usually got to think about it.

Like, if they get two grand a month, that's most people house note, you know? So if you can do that, like, that's life change in the end of itself. If I know that the most expensive bill in my house is covered, is worth it. Yeah. Yeah, and I think that, you know, people, we tend to, we tend to jump to, you know, the other people around us. and we see, you know, what they're getting. And then it's like, but we don't understand how long it took them to even to get to that point. Right.

So like, I even, I think I even shared this with you too. I was like, you know, like you look at Jay and it's like, well, you know, Jay has, you know, seven thousand people in his organization. I said, yeah, but do you realize, you know, that's a six, you know, you're like, well, we've been with the company for six years, seven years. Then you're like, well, do you not. realize the the 15 plus years that he poured into the real estate industry as a whole from just making the real estate agent community better by attending all of these events and pouring

into other agents being a part of coaching programs being a part of proctor being a you know going to um you know all of all of the big coaching you know programs as we were kind of coming up and like pouring into agents and then building a coaching organization pouring back into more agents and it was just it's that whole you know making deposits making deposits making deposits and good for him he made a withdrawal finally and I think that's how you have to look at it and you know starting and it is damn cool that first check that hundred bucks right cover something that's what that's what it was man and it's funny because Because, like, you know, before I came on board, I actually looked at Jay's rev share check.

Like, I mean, that's, that's one of the things, you know, other than watching the video and understand the model and stuff like that. But, you know, you showed me the refsure check. And I was like, wow, it was amazing. It was like, I want to say it was like $25, $30,000 at that particular time, something like that. And then, you know, I was like, man, if I did a portion of that, that would be life changing. And then like just kind of going down fast forward and a few years later, it's like, like, you know, those numbers or similar numbers.

So it's like, this thing is possible. If I can do it, like you really just kind of duplicating, you know, and just following the path of everybody else. I mean, I heard Jay talk about, you know, he talked to go. So like, he's pretty much following that same process. It's repeatable. You know what I'm saying? It's a learned thing to attract agent.

You know what I'm saying? It's a natural progressive progression, you know, it's going from, you know, single agent to working with buyers to work with, you you know, eventually sellers and then eventually working from sellers to actually start on a team, starting a team, and then get into the agent game. So, I mean, it's a learn process. Yeah, it is. And, you know, we've, and you probably seen the video, but our first conference, Jay and I went to see Jay Abraham. And, you know, Kinder asked the question, kind of, hey, we're trying to solve and the riddle. And I mean, it took us 10 years to finally listen to Jay

Abraham's advice, but, you know, he said, I went and coach him. I'm a partner with him. And, you know, that was the path that we were going down, right? The vision was still the vision. The vision was to partner with 2,000 agents. And I think when you have that strong, compelling vision that you have for your business and for your life, then you just start to look at it, okay, well, what are all the ways to get there? And the path that we were going versus XP was, okay, so we can reduce our overhead, which was six figures. every month was our overhead to operate what we were doing, what we were building. And you throw in the coaching organization, it was multiple six figures every month.

And being able to get a lot lighter and get there faster, then of course, you know, you're always going to say yes to that as long as we're in pursuit of the vision. And that was what it was for us. and, you know, modeling what Rob Flick was doing, modeling what Brent Gove was doing, modeling what Gene Frederick was doing, and then learning, you know, proven processes from people that are even outside of the industry.

And that's, you know, I mean, I don't know if Brian was at the first key West. He might have been at the second key West, Brian Carruthers. We had Brian come in. And we just all of, yeah, he was at the second one. We just building an empire. The whole playbook is in building an empire. And that's, I mean, you want to see what I know you're going to get into a little bit more of an evolution of that because we took, you know, the things that we learned working with Frank Kern, the things of those natures and in the power of webinars and in the process. But it's modeling proven, proven paths, proven systems.

And I think the biggest thing, though, is that belief of what you shared, right, is having that belief that people. People have done this so I know I can do it. I just need to know how to make that transition and go through. Give me a process that I believe in, that if I just trust the process and stay disciplined to it and put in the work, the results will happen. Yeah. Man, I always make a joke about myself every time. It's like, you know, in high schools, I was a C student and I occasionally got an A or B depending on who I was sitting next to. You know what I'm saying?

I mean, if I can copy off of somebody else and just follow a program or I'm playing, I do that all day long. And I don't try to switch it. You know, like if it works good for you, then it should work good for me. And that's really, you know, what we've been able to do. But that's what that Brian Carruthers, building the empire. That's what that whole thing is. One thing that I will credit myself for is I really get plugged into whatever it is I want to accomplish.

and, you know, get dialed in. I immersed myself in it. I mean, I listen to, you know, Jay's training tons of times. I listen to you tons of times. I listened to Brent Gold tons of time. Anytime an event was there, I tried to make my business to be there. You know, you know, when there was a call, I was doing so many calls just to get on Jay with a three-way. But what he didn't realize, I mean, he tracked it.

But what he didn't realize is I was on so many other calls. with other people because if Dan had somebody I say hey Dan can I just jump on a call and listen if Levi had somebody I just jump on a call and listen so I was really getting it in to the point where now I'm sounding like them and I'm using the same words like they're using I'm taking the marbles out of my mouth right they always say because I'm learning the game you know what I'm saying you pay for Michael to come down here in Atlanta to actually do it you know what I'm saying like all of that stuff it changes you it changes who you So really kind of getting down into all the stuff that we have available to us.

Yeah, no. I mean, I love that. And, you know, that's one of the leading indicators that we paid attention to, especially in those first couple years of who was on Jay's calendar the most. And it was you. It was Levi. And it was Dan. It was the three of you.

There was nobody that was on his calendar more than the three of you guys. And so that was, to me, to me, was in direct reflection. And it's the whole like what you just said, right? You know, it's the sitting next to who you're sitting next to. And it's the imitate before you innovate. And I think too many real estate agents and, you know, the want to be entrepreneur or even the entrepreneurial bug is that they want to try to innovate and they haven't imitated

enough. And so that would be, you know, kind of what I would challenge everybody. And it's a reminder even for myself, right? It's like, man, am I innovating or am I imitating? And maybe I haven't got to a point that produces the results for me to innovate just yet. So let's keep imitating. And I think that's just a great reminder for everybody listening in. You know, ask yourself, you know, am I imitating or am I innovating in my age and attraction efforts?

Yeah. So a big thing for me as well, John, was, you know, one, Once I figured that stuff out for myself, making sure that the people in my organization was getting plugged in as well. So just kind of, you know, the Facebook group agent builders that, you know, was created, like that was all based upon if we had a system or a process that was more locally that pretty much mimic the honeybeathers. So it's like and on agent builders, I mean, if anybody.

that's there that knows our group. All the trainings, a lot of the training, not all of them, but a lot of trainings that the honeybathers have, we're just redirecting people from agent builders to the hundred. It's just leveraging. So like, only what duplicates matters. So it's like it's one thing for me to learn how to do it. But if this whole thing was to grow and everybody in the organization

need to learn the same thing that I did. Yeah. I mean, that's such a great reminder. You know, if it doesn't duplicate, it doesn't matter. I mean, you know, it's also that, yeah, you can come in and be the superhero, but superheroes superheroes don't scale. And if you really want to see growth in your organization, you want to see true growth, you've got to be able to, you know, when you're bringing people in, you've got to be modeling that behavior

that you want them to follow. And so I think, you know, kind of the process that you're, that you've engaged. the process you're following even allows some, you know, people to share their unique abilities, but it's still a duplicatable process of being able to go through. So Jane, I would love for you to just start kind of unpacking that process, that duplicatable process that you have and how you're able to consistently, you know, create opportunities that create conversations that, allow people to make a decision, you know, to move forward and align or decide that it's not best for them. So would you mind maybe kind of starting at that beginning of that duplicatable

process and kind of walking us through what, you know, what you're utilizing and then kind of what you're passing down to everybody that comes on board with you? Yeah. I mean, the biggest thing is like I'm very scripted. You know, I don't pretend to be the smartest guy or whatever, but if I'm able to have something laid out in front of me where I know what I'm going to say every single time and I'm going to say it every single time the same particular way, then I know that I'm going to be able to convert people. And really what it is, like it's no different than buyers and sellers. Like, you know, you timing and motivation, then you're going to make an offer, right? So it's the same thing with agents. You want to actually find out, you know, what their motivation is, where they're

trying to go where they're trying to accomplish and then you're going to make them an offer and my offer in of itself is it's tied into leveraging the people that are above me so i always use like j kenders like you know one of my scripts i did actually took it you know before is i'm actually tell a little bit about his story if i you know i'm partnered with some really great real estate agents have you heard of a guy by the name of j kendr yes no don't matter have you heard of Michael Reese, yes, no, don't matter. But Jay was number two in the world at Caldwood Bank or selling 530 homes a year. Michael's top 10 at Keller Williams selling 300 plus homes a year.

And what they did is they started realizing that they put the right things in the right order. You're able to grow your business really fast. What I started doing is copying those people and I went from blank to blank. You fill in the blank or whatever it is that you got, whether it's coaching or, you know, whatever it is. They had a whole real estate model where they helped train agents to be number one. two or three in the marketplace. You know, of course, they was charging for it. So now I'm about to put a dollar figure behind it.

Because they was charging for it. It was $25,000 a year. But they found this new real estate model, not EXP model, where they've actually helped agents without charging them any money without getting any of their commission, but helping the credit exit strategy. Now I'm about to do a takeaway. I don't think that everything is for everybody, right?

Because both of us know that that is not true. But this has worked tremendously for me and some of the other people that I've been able to help. If I was to show you what this model looks like, is that something you think you'd be interested in? That's an offer. Value, value, takeaway, offer. Yes, I don't get no to that answer.

I get yes to that answer. Nine out of ten people are going to say yes to that particular offer. So from there, it's just a matter of just setting up, okay, when are you available to actually jump on a Zoom? Or what are you available for me to show you what this model looks? So I was doing it at one time when I first started, which I think is key. I was jumping on Zoom with them and I was actually just playing the Brank Go model Explained.

Right. And I'll watch it with them. And, you know, I wasn't doing it at first. At first I was actually just sending them the video and then I was having all these conversations about did you watch the video? And most people didn't watch the video, you know. And really, you know, I eventually got to the point where I was able to send a video. video because I was able to articulate my value to get people to want to watch it, which

was good. But initially, when I made that shift to actually watching the video with them, I got way more people to watch the video, people that probably would not have watched the video otherwise, but it was doing a couple of things. One, I'm actually to see the person and how they're responding to that video. I'm being resold about EXP and the opportunity all over again from watching the video and then and then getting off the you know getting off of it and then ask them you know one question it's like what did you like most and they'll tell me what it is that they want to

actually be sold on and then from there it goes to all right i'm answer maybe one two questions at the most and then i'm about to leverage for three-way call so and that three-way call person is going to be literally the um the um the the leader or the the the answer to whatever it is that they say they like most about the video. Yeah. Yeah. And I mean, that is a sales process.

It's exactly what it is. Right. So we can talk prior to, but that leads to kind of a setter type conversation. Right. That's the value, value takeaway, make an offer.

Set. Set. Watch. Kind of a pre-call, pre-close video. The model. model explained, ask a few questions, get them on a three-way call. And like you said, the three-way call usually aligns to their personality, their

affiliation, their biggest challenge, their biggest constraint, the big thing that is like standing in the way of them achieving their desire and then having that call. So like if you think about it, right, that is a proof. That is a duplicatable system. System. I mean, you gave the script. It's like, hey, we're going to have a conversation. I'm going to provide value, value, value.

I'm going to do a takeaway. Hey, I'm going to make you make you an offer to watch a video together. We're going to watch it. It's pre-close. And in one thing, because I know this. And I think that's where a lot of people get tripped up. and is just a few little, little tweaks in the language and the conversation, but you, you ask them, what did you like most? Don't ask, tell me what you think. What do you like most?

So you force them to go what they like about it. And for most people, what they're going to like about it is going to, it's going to either help them solve their biggest constraint or move them closer to their dreams and desires. That's what they're going to share. And then now you now you have the anchor, right? So this is like what we even for a lot of you guys listening in working with buyers and sellers. This is negotiation 101, right?

This is the initial conversations that you want to know timing and motivation. And because what happens and it's the same thing with real estate agents, but what happens with working with buyers and sellers, they have selective amnesia. You know, you get their real motivation. really what their walkaway is. And then you get their home on the market and they get an offer. And then they forget about their whole motivation and why they wanted to sell it in the first place. And that's our job to be able to bring that back in front of them.

And so I think these little nuggets as you're going through is you're finding their real pain points, their real motivation, their real desires, the things that they're willing to take action on. That's motivation. What are they willing to take action on? And you've got to ask these questions to be able to get it. And then it allows you to just, you know, tee up, a soft lob to the, to, to them and on the three-way call to just kind of tee it up and let them emphasize a little bit more and speak, speak to that in so much more in depth. Yeah. Yeah, man.

I mean, like I said, I mean, it wasn't something that I just came up with right away. I mean, you know, it was taking pieces from here, pieces from there, kind of putting things together. And just kind of rocking and rolling from there. Where? So I know you've gone down, you know, the path and taking on, you know, a bigger, a bigger project getting into kind of that webinar process. And, you know, there's ways to kind of condense and shorten, but there's still always typically, no matter whose model, you know, blueprint you follow for webinars, there's still kind of. certain things that you want to convey and say and do and progress people through to be able to, you know, at the end to take, or one, to stay on the call, but then to take action.

So like for you kind of, kind of unpack that a little bit. If somebody's kind of thinking, man, I think I need to add a, at a webinar, a webinar to my, you know, to my sales process here. Like, what would you say to them about that? Man, I mean, I honestly think just, you know, being able to do a webinar, that's a big deal. I mean, it's one of those things that like, now you're, now instead of you going for like one to one, because that's what it was before, now you won the many. So like that webinar is like it's a digital asset that you're putting out there into the marketplace.

And now you're attracting so much more people based upon your story and based upon how, how you operate. You know, people, it's going to resonate with, with other folks, your process rather than just, just some blanket thing. You know, it's funny because we was actually talking about that today I got some people in my organization and they were actually looking to actually do their own webinar and they was just talking about the story in of itself. And the biggest thing was like it's going to be your story. It's going to be your journey, your process. And that's the thing that's going to attract. You know, it's kind of like, you know, y'all always put out there before about being able to attract buyer attraction versus, you know, anything else.

Like your story is going to be the thing that's going to attract everybody. Yeah. Yeah, and is your webinar, like where does it fall in the process? I mean, are you driving like cold traffic, cold agents that don't know you, that you haven't had a conversation? Is that what you're doing to drive them to the webinar? Are you driving everybody that even people that know you are you driving them to the webinar?

Yeah, I'm pretty much driving cold traffic directly to the webinar and getting them plugged in and being able to make an offer to them to actually meet with them directly. So the webinar really just helps create a, authority and start to build a little bit of trust with you that then leads into the setter call, essentially. Yep. That's exactly what it is. You got to beat your chest a little bit.

That's the thing, you know, what Woods talked about, got to beat the chest. And that was something that I had a problem with at first because, like, you know, nobody wants to be humble, take a brag or whatever. But you've got to got to put yourself out there. You've got to put out what you've accomplished and what your superpower is. Yeah. No, it is. And it's for, for quite a few folks, it's a little bit of a challenge, right?

Sometimes it's a little weird until you start to do it and you understand the principles and the power behind it. And, you know, not falling into the arrogance side of things or the, you know, the ego side of things. But it's just, hey, you know, the best way that I've heard it is, you know, here's how I'm ordinary. Here's how I'm just like you. But here's how I'm extraordinary and why you should listen to me.

And I think that helps, right? It's like, okay, okay, cool. I can demonstrate why I'm ordinary. But here's why, you know, what I've experienced and being able to accomplish and why you should be able to listen to me, no matter what, everybody has a little bit of that story to tell. Love it. So, James, what are besides running ads and putting that offer in front of cold traffic,

I mean, even before, like how, how would you? you approach reaching out to people, to be even able to have this setter conversation? Like, where would you find agents that you would feel comfortable enough to, to want to even reach out to, to even start to have that conversation? Yeah. I mean, just with anything, like, you know, everything kind of just moves forward, right? So initially, I made a big list because that's what they told me to do. Like, make a big list of over 100 agents and start calling those, you know, those people back.

but at a certain point you're going to run out of the list, right? You know, so I need actually people to be dropping in. So, you know, find out somebody was doing like a LinkedIn strategy where they were sending, you know, information and requests, you know,

based upon certain things to people in LinkedIn and then getting those people to actually fall into my calendar. It was, you know, start putting money behind that and paying for that to come in every single month. Then I eventually went from there to hire another company where that particular

company actually book direct appointment. They actually called the people, got them on the phone, see if they was possibly interested in the broker's change, and then booking directly into my calendar, and then I'll talk to them that way. So I'll give people that way. So it just kept moving forward. So then eventually got to the whole webinar process. And now, even from the webinar process, I'm even tailoring that and getting that dialing in and getting even front of more people because now it's like an ever webinar where I'm not doing it weekly no more where it's just you know somebody can always have it going on all the time so it's and I'm sure that's going to change as well so like you know you just steadily moving down you know the role of making things better and making things easier but but I will say at a certain point if somebody can start investing like you know initially you know the first hundred people and you know I probably messed up with a lot of those folks you know so that are a good point you know of them, you know what I'm saying? But, you know, when I got to the point where I was spending money, then, you know, I did a little bit better, probably messed up with some of those. But now I

really got it dialed in on what my value is for an agent that's looking to actually join and partner with. Yeah. And I think, you know, you shared leveraging, leveraging upline and you can add that into your offer. And you can make your offer that much more. impactful, that much more powerful. And that, you know, you're putting things in there. And I think where a lot of people get hung up is the fulfillment side of things. And in what we all have to remember, our offer is just a solution to your target audience that gets them the result that they're looking for.

So you're starting to think, okay, well, what type of results do I, do I get? Am I able to get for agents? and maybe my offer is really good for brand new agents. Maybe it's for more seasoned agents. Maybe it's for brokers, right? Like what is that offer? Because, you know, an agent that's just starting out or doing, you know, a deal or less than a deal a month on average,

they've got different problems than, say, a team leader that's maybe a midsize, large or even massive. mega team, they've got different problems. So you've got to really be thinking through, you know, how does my offer help them solve their their problem? And so for you, how did you, how did you kind of settle in on like who the ideal agent for you that, that you would want to really try to have a conversation with? Man, I thought about my pain. I thought about my problems that I had when, you know, one, I first started out, and then two, when I got to a certain level. And, you know, that's pretty much what I, you know, I spoke to. So it was so much easier when

I spoke to an agent that was in my same situation or a similar situation than it was when I spoke to an agent and necessarily wasn't. So, you know, that's really what I went after. I went after people that was looking to grow. Part of my whole process when I'm talking to, to somebody for first time I always ask them you know what was your self like in the last 12 months and I always ask them like you know so what's to go for the next 12 months and what I find is that the agents that that was like oh well you know I just want to maintain that's not my person you know what saying like that's not somebody that I can really help or that's really

going to be able to dial in because that person's not looking to grow so I mean I know myself my personality how I am I'm always looking to grow. I'm always looking to take things to the next level. So that's what I'm trying to attract as agents that's thinking like me. No, I love that. And it's the, it's the whole, you know, we're best equipped to the serve to serve the person we once were. And, and so that, that's right. To me, what you just said, that's just, it's so right. How do you, like you said, like you're not my person or you are my person, but how do you let go of somebody that's not your person. Man. All right. So, so I had to learn that, man, to be

honest with you. So before, I was just trying to attract anybody with a pulse, you know, and just bringing them on board. And, you know, I started realizing when they started dropping off and you start having all these people to leave or, or you start having all these little, you know, issues that you probably wouldn't have or they're asking the wrong questions. That's, that's really what it is like if you're asking a question about like you know how much eighty five dollars is going to be to be part of eXP you're not my person you know what saying if you're talking of you if you're talking about like if you're not talking about growth that's not my person and and and and to be honest with you the way that i do it is um is it's just

probably somebody that i won't follow up with you know i follow up with the people that that that resonate with me that's that I feel is going to be able to do this thing and do this on a high level and it's going to be a benefit from them because like you've got to come from a standpoint of what's going to be good for that other person some some people might be best if they stay where they are you know and I'm and I'm okay with that but I had to learn that at first because at first I was just trying to get people rather than actually um getting really trying to help them right I mean I'm thinking like hey if they joined then they'll be able to help themselves but really that's the bad way to look at it. You really need to be thinking about it. It's like, all right, how can I get this person and help this person in this process? Yeah. Yeah, it is. And it is learned, right, to let them go.

And it's the whole ripple effect. If you try to save everyone, then you're going to miss the people that are really right there that are reaching out that really want your help that you genuinely can. help. I tried to help everybody too, John. And you know, what you naturally gravitate towards the ones that's about to fall off because you don't want to, quote, unquote, lose them. And now you, now you miss now on the people that's there to actually want your real help, you know. And once that clicked in, it was like, all right, you know, once they're not showing up and or they're not going to the things that I'm actually putting out there for them to go to or they're not listening to what I'm saying, at that point, my hands off.

I would rather just go find somebody else. There's people, you know, that are looking for you. And if you're too busy trying to save the people that are swimming away from your boat, you're missing the people that are right there that have their hand up saying, you know, I need your help. I know you can help me. And it's, you got to experience. To me, even anybody listening to this, they're like, okay, well, yeah, that makes sense.

But until you experience it and then you try. try to save somebody that doesn't want saving, it's, I mean, you just got to go through it. As bad as I hate to say, you just, you have to, to me, that's one of those learned experiences because we have this belief because I believe we can. I believe we can help anybody, but you can't help people that don't want the help. And it is no matter how good your offer is, no matter how irresistible your offer is, if they don't want to do the work, then it's never going to be the right fit. And I think that's where to me in that setter script,

where in that initial conversation is having things in there to determine if they're a fit or not, and then being able to tell them, hey, unfortunately, you know, we're only committed to work with people that are committed to working with us. And I just don't think we're going to be a good fit. I wish you the best of luck. Boom. And that saves you so much mental and emotional and emotional and, and resource drain that the faster you can get to that conclusion, the better.

Yeah. I mean, like I said, I've been there with a few people where that was concerned. And the reality of it is, I mean, it's just, it's so much more fun. It's so much more rewarding when you're dealing with people that actually want your advice or they want to get plugged in. Like, you know, I'll use the example all the time. it's like, you know, if I'm having a conversation with Jay or you or you or anybody else, but if I haven't done work, then I don't know what to ask for.

I don't know the questions. Like I have no idea, right, because I haven't been doing the work. But if I'm doing the work, I'm going to come up and have new problems. I'm going to have new situations that I'm going to be dealing with. And so that's what? Now I'm going to have new questions. And what I find is like people that have already done stuff, they're more than happy to answer those questions to help you out

because now they're seeing because you have those questions that you are doing what you're supposed to do. Yeah. Yeah, it's that I just shared. I was with our good friend Brandon Town and his organization, you know, training call right before jumping in here with you. And it was one of the things that I challenged them with was, and you've heard me talk about.

this and it's, you know, from Frank Shamrock's MMA Academy, the plus minus and equal. And, you know, the whole concept is that, you know, when you come into his academy, you've immediately got to find a plus minus an equal. You've got to find a plus somebody that's going to mentor you. And, you know, coming in, you're a brand, you're a newbie. You're a white, belt. Like, find somebody that can mentor you that wants to pour into you to help you to help you grow. And then you've got to find a minus, somebody that you can mentor. And, you know, a lot of, especially when you're telling this to real estate agents, they're like, well, I just got licensed. Who can I help? Well, there's a lot of people out there that are trying to get licensed.

And they're trying to juggle getting their license and they're maybe their job to maintain cash flow, their family, their kids. How did you navigate that? You can mentor them. You can help them. and then the equal, man, that accountability partner that you're accountable to every day, right? You're waking up and you're texting them and letting them know, hey, this is what I'm doing today. And at the end of the day, did I do what I said I was going to do? And man, if you can adopt that plus minus an equal concept in all areas of your life, I mean, you talk about acceleration and growth and just really expanding, you know, who you are as a human. But your business is going to grow.

Speak in here on the age and attraction, having that type of accountability. And that mentorship and then who you're guiding and leading, you talk about, that's the, let's hit the turbo button. Yeah. And I mean, it's really, like you said, like it's really just kind of just getting plugged into all the stuff. Like a lot of this stuff is already built out. Like when you talk about like being able to add value, like the value is already

there. Like it's already been created. You know, honey badgers, NAEA, it's already there. Like you can add value in so many different ways. And, you know, I got people right now. Now, what I wanted to do early on is I knew if I was going to be attracting agents that, you know, I had to have something that agents wanted to be a part of. So creating that early on mastermind tribe, that was very, very key to growth because like we all met on a consistent basis.

We all was hearing the same type of information. We literally was still in, I ain't going to still in borrowing, you know, you all stuff. And we was training that doing those masterminds at that particular time. I mean, it worked. You know, everybody kind of got dialed in and it just continued to kind of grow and kind of build from there. Yeah. I mean, you nailed it. I mean, that's just the value equation, right?

Like what you're talking about is like, not only do you have what your value is on a local level, right, right, right, right? Right. Right. And so like thinking about people that align with you and they're in your market. They've got you. Then, then in locally, right, where we can get together and break bread, face time, right? You know, knee to knee. then you got the entire organization of the agent builder community that you have.

Then they have the Honey Badger community. And then they have the EXP community. That's all value. And for you, you know, coming in and you want to create that offer and, you know, the value is understanding that you don't necessarily have to create it, you can borrow it. And it needs to be part of your value equation, part of your offer. And just remember, you know, value unarticulated is value unappreciated. And I promise you, anybody listening to this call, you align, you have, you can solve everybody's problem if they want to grow, if they want to plug in, if they believe that you

have a path to help them achieve their desires. And you're going to collapse time and you're going to, you know, allow them to have less effort and sacrifice on their end. That's how you become more valuable. And like what you just shared, man, hey, we're meeting up every week at this time and this is what we're discussing. Be committed, show up. Then you show up in the agent builder community.

And then you show up in the Honey Badger community. Then you show up in the EXP community. And it's just there's so much value there. And it's just being able to, you know, be able to put that in a format and articulate it is key. Yeah, yeah, man. I mean, go ahead. No, go ahead.

Now, I was just, I was just going to say like, you know, what we're doing, like we went like a, my team, we did a Monday meeting every Monday. And what I started doing is I started treating the organization the same way I would treat my team. So everything that I was doing with the team training wise, I just started doing that part of it. And then just kind of dialing in. But that consistency. I was only looking at, when I have my real estate team, just a difference with this model. I know some other people, they got teams, but they're trying to put people on their team.

And if you can do that, that's fine. Sometimes I don't think that's always the best thing. When I had my team, I was only looking at Metro Atlanta. And if I'm really being specific, I was only looking at a certain area in Metro Atlanta. Like this opportunity here is global. You know, you're able to actually have people all over the freaking world. Yeah, it is. It's massive.

Brother, I appreciate you jumping in. I mean, always great connecting. And, you know, I just keep thinking about, you know, those two words behind you. And I think finding that freedom and then understanding that, you know, this is a vehicle that can you closer to that freedom faster than what you even know or believe or think is possible and in aligning and doing the things that allow you to have that happiness. And it's definitely great, great reminders and kind of that that beacon and those decision filters. You know, is this moving me closer to my freedom and is this allowing me, you know, greater happiness

in what I'm doing? So it's good stuff. I appreciate you, man. Appreciate you, dude. You really helped a lot, dude. I mean, I talk about you all the time, you know, getting plugged in. I never forget when I first came over. We had, like, I think two or three agents that dropped off right away. And it was kind of freaking out a little bit.

And you were like, what's the goal? What's the plan? Where are we trying to go? If they got to go, let them go. Like, keep your eyes on the prize. So, like, I appreciate you for, like, studying that shit where that was concerned. Yeah, absolutely, man. And I appreciate, you know, you being a great student, right, and showing up and putting in the work.

And it's just cascaded over into the organization that you've built and, you know, really what you stand for and the impact in the lives that you're changing. And it's really cool, really cool to see. Proud of you, brother. Like that. Awesome. We'll see you guys. Thanks for listening to the Coach Code podcast. This is John Kitchens.

Hope you enjoyed this episode. Let's keep making it happen. see you on the next one.