No Broke Months For Salespeople - CoMarketing x Real Estate - Commit or Quit – The Truth About Hiring, Leadership, and Business Growth

Episode Date: October 1, 2025

What you’ll learn in this episode:The 3 biggest challenges every business faces: not enough business, not the right people, or struggling to keep top talentWhy sales isn’t just about closing—it���s about consistent lead generationThe “commit or quit” mindset for leadership and scaling your businessWhy 90% of leaders get hiring wrong (and how to avoid costly mis-hires)The 90-day rule for predicting long-term retentionHow teaching and sharing knowledge makes your business magnetic to top performers👉 Don’t miss out! Sign up here:https://link.cpi-crm.com/widget/form/bJZ4NbRp6ZpSVgGoNb4j?notrack=truehttps://link.cpi-crm.com/widget/form/bJZ4NbRp6ZpSVgGoNb4j?notrack=truehttps://link.cpi-crm.com/widget/form/bJZ4NbRp6ZpSVgGoNb4j?notrack=trueShadow Hour Updates to get the latest updates and reminders for our Shadow Hour sessions. Stay informed, stay ahead! To find out more about Dan Rochon and the CPI Community, you can check these links:Website: No Broke MonthsPodcast: No Broke Months for Salespeople PodcastInstagram: @donrochonxFacebook: Dan RochonLinkedIn: Dan RochonTeach to Sell Preorder: Teach to Sell: Why Top Performers Never Sell – And What They Do Instead

You're listening to No Broke Months for Salespeople Podcast. In this episode of the No Broke Months for Salespeople podcast, Dan Rochon tackles the toughest growth roadblocks. Finding clients, hiring the right people, and keeping top talent. He explains why every business eventually hits a ceiling without consistent lead generation and recruiting. Why most leaders fail at hiring 90% of the time. and how teaching with vision turns your business into a magnet for ambitious professionals. Welcome to the No Broke Months for Salespeople podcast, the ultimate destination for salespeople, business people, and entrepreneur.

As you immerse yourself in this show, you'll discover the secrets to unlocking consistent and predictable income. We reveal the new way to persuade human behavior by mastering the art of the teach-to-sell method. Get ready to transform your approach and achieve unparalleled success. My name is Dan Roshan. I'm the host of the No Broke Months podcast, which is a show for real estate agents to help you have No Broke Months. Thanks for joining me. Enjoy the show. Welcome to the No Broke Months podcast. My name is Dan Roshan, and I'm so excited that you're joining us today.

I'm with Grant Wise. He's the co-founder of co-marketing.com, which is the first of its kind platform that empowers your partnerships. He's an expert in marketing, advertising, and sales. And my voice is cracking already. My goodness, we haven't even started. Grant is a leading authority on performance-based partnerships, co-marketing, and helping you to grow your business to be profitable and predictable by turning relationships into recurring

revenue and your influence into income welcome grant how are you sir good man it's nice to it's it's good to be back good to see you again all right nice to see you again today and today uh we're going to be talking about how real estate agents can can really get additional profit centers for their uh you know for the real estate business you're already out there you're already doing business so we might as well have multiple streams of income because um i don't know i want multiple streams of income So Grant, so tell us a little bit about yourself, a little bit of background. Before we do that, I have to say hello to somebody. And Grant, I'm going to ask for you to join me to Carolina because she gets upset when I don't

use my mug. And Grant brought his mug, which is the same as mine, to this show today. So hello, Carolina. All right, Grant, tell us a little bit about yourself. Yeah, man. I've been in the real estate space 10, 11, 12 years now, mainly focused on marketing, advertising, in sales. My start in the industry was teaching real estate agents Facebook ads and turn that into a software company and turn that into a consulting company and still do consult for top 1%

teams throughout the U.S. and Canada. But I noticed this trend very consistently in a lot of these higher performing teams. And it was that a lot of them were sending out referrals to home service providers and not making any money in return. And I got to a point. I'm like, somebody's got to do something about this. This is like a, this is a no-brainer money opportunity for the right people. And I convinced one of the team leaders I was consulting at the time, I said, hey, can I just create a program and see if I can generate some extra income in the business? Week one, month one, week one, generated an extra $7,000 in monthly recurring revenue for the team. They've gone on just in the last 12 months. They've brought

in an extra $117,000 in income that goes right to the bottom line that they can use for leads or tech or staff or whatever it is that they wanted. And I started doing that for team number two and team number three and team number four. Then we started doing it with agents that were new in the business and agents that have been in the business for a long time. And it really worked for everybody because it's really a partnership that's kind of, you know, tailor made for this industry. Real estate agents have access to homeowners. Home service providers need access to homeowners. And it creates this incredible relationship. It's extremely profitable for the home service provider and it's obviously very profitable for the real estate agent. And that's what I've been

doing for the last several years is helping real estate agents bring in additional income at a time where it is proven to be very important and help them grow their business. So how do you do that? The number one thing that we do is when we walk into any business, whether it's an agent's business or it's a home service provider's business, is we've got to build something like a program that people can associate with. So the number one way that we start with the real estate agents that we work with is we just help them create what we call a preferred partner program. Some people call it a VIP program or vendor program. It doesn't matter to me what you call it, but some type of preferred program. And it's pretty simple. It's giving the consumer access to a preferred list of service

providers that you've vetted, that you've got a relationship with, or that you've at least looked into. And then we call the mover. You know, everybody that's listening to this in real estate has a moving company that they recommend, a ripper, a plumber. It's one of the first things they teach you in class is like, you know, build your vendor list because you're going to need it. You're going to need people you can call on in the middle of these projects. And so we found, you know, there's eight projects or I'm sorry, eight industries that are highest paying, highest referred and create a program. We call those people and we give them an opportunity to become our preferred service provider for that specific category. And they pay us or they pay the real estate

agent on a per lead basis or on a subscription basis. So some people, I've got clients that are paying $3,000 a month to the real estate team on a subscription basis. And then I have others that are paying $100 per lead for every lead that gets sent over from that same real estate company. So step one, create a program that you can put people into. Step two, find the partners that you want to associate yourself with and that are willing to pay you, which is a lot easier than most people think it is. And then step three, we give people a way to send those referrals. So we actually, for all of the people that we work with now,

we just give them a website that's already got their vendors loaded into it. They can seamlessly drop a referral in there whenever they've got it. The home service provider's credit card gets charged if you're doing it on a per lead basis, the agent gets paid, and the consumer wins because the consumer gets taken care of. And so it's actually a much simpler process, I think, than people think it was. That was the big thing that I kept running into when I was early on doing this. It's like, why are people doing this? This is a no-brainer. And everybody said the same thing. Like, well, I don't know what to do. I don't know what to offer them. I don't know what to say. I don't

know what to say. I don't know what to charge. And those are all of the things that I spent a year doing figuring out, like, okay, what do we do we say? Who do we say it to? How do we say it to them? How much do we charge for it? And it creates a, it creates a nice little additional income stream for the agent. The average lead amongst 30 different industries, the average value of a lead that's sold to these home service industries is about $136 per lead. So that's solar companies, moving companies, roofers. That's, that's all of these industries.

And so if you think about it, like if you sell 10 homes a month, well, on average, you refer one home service provider per transaction. That's $1,360 an extra income that you could be generating throughout the month for something that you're already doing. This is what I've always got to kind of get people to remember is like, I'm not trying to get you to do anything you're not doing. You're already doing this. You're just not getting paid for it.

Meanwhile, these home service providers pay everybody. Angie's List, house, thumbtack, Facebook, Google. They're paying nonstop to get more attention. And this is where the real estate agent has an opportunity to get in there and get paid for something that they are already doing that helps provide. stability, cash flow, and all of the things that they need to go to their business. So that's how we do it. What's the biggest challenge that your clients, that the real estate agent comes across using, you know, using this strategy? What I hear is most of the time, it's finding the partners.

It's how do I find the right people to partner with and then what do I say to them? And that's, I think that's the big scary thing. Real estate agents, I love them. I've been working with them for, you know, 10 plus years. Don't always know what to stay off the say on the phone. And if they don't know what to say. I don't make phone calls. And so not so surprisingly, it's the same issue that they tend to have when it's creating these partnerships. So we do as much as we can to help them understand exactly what to say, exactly how to say it, exactly who to say it to. But that's the biggest issue I found is that the agent making the time to pick up the phone and call, you know, Joey the mover and say, hey, I want to make you my preferred partner. Gotcha. And so this

is something that you help guide them on, here's who to call, here's what to say. All right, fantastic. And then, so let's go back into, because you've been doing some form of marketing. I mean, you and I, I don't know if you remember. We've met twice, I think, face to face, at least twice. And, of course, we've done, you know, we've done a show together a few times. And so, so I've known you for a long, long time. And the only thing is, is I'm seeing that you're becoming, you're becoming like my younger twin, you know. Yeah, got the bald thing going.

We got the beard going with color in it. You got the glasses. You know, my beard is, the color skill of my beard is gray. Yes. I've got a little more browns and reds than mine. So I got you, my man. So anyways, I say that that I've known you for a long time. And I've known you as a leader in marketing in the industry in different variations.

right and so i and what i love most about you grant is that you make things simple right and it's it's you know we think through and we think um you know business can be it it's not necessarily always easy um yet it um it it it can be simple right and so i love the way that your brain works to be able to break things down simply so i want to go through just in general so talking you know a little bit away from co-marketing for a second we'll get back to that but just in general when you see real estate agents when they're marketing, when they're branding themselves, when they're prospecting, when they're networking, what do you see that really works well for them? What do you see that doesn't work so well? And where do you see the missing opportunities typically?

I have a different saying when it comes to business. Yours is nicer. I say business is simple, people are hard. And so for me, I think that marketing, advertising, and sales is like my art. Like, you know, it takes me two minutes to solve a marketing problem for most people. But it's because I've been doing it for 10 years, right? I've been doing it for a very long time. And I've been doing one thing for a long time. I've been doing a bunch of different stuff. And what you grow to realize over time is that marketing, advertising, and sales, and real estate is actually quite simple. It's actually very, very, very simple. It's only when the agent starts to complicate it, that it gets a lot harder than it actually is.

In real estate, if you can do three things, you will never have to worry about money in your entire life. If you can get leads, i.e. people that want to talk to you about buying or selling a home. If you can do that, you're part the way there. If you can build a relationship with those leads, you do that through phone conversations, through text conversations, through face-to-face interactions, you do it through social media. But if you can build that relationship, and then number three, if you can close them, like when you actually get a meeting with them, a listing presentation to buyer consultation, or whatever other types of constitutions you have in real estate, if you can close the deal

when you meet with them, like, you're going to be fine. If you can generate leads, if you can, i.e., build a brand, build a relationship with the consumer, and you can convert that customer, you'll never have to worry about money ever again forever. That's how this industry works. It's not going to change. This is an industry built on relationships. I'm not convinced it's always going to be that way, but I think 99.9% it's going to be that way. Like we're always going to want high quality professionals to help us solve big problems, especially when it comes to navigating the largest investment decision we will ever make in our entire life. I don't need help buying or selling property. I know how to do it. But

through the transactions that I've done in my life, I've contacted a real estate agent to help me do it. I've owned two properties that I've sold. I did not need their help selling the property and actually my strategies led to the sale of the transaction, or led to the sale of the properties that I owned. But I needed somebody to help go through, do all the other stuff that I did not want to do. If I'm an expert and I can do this in my sleep, why would I go hire somebody? Well, A, it's because it's a large decision. It's a massive transaction. I want to professional that's going to be able to help me handle it all. And so I don't think real estate agents are going anywhere, but I think that the real estate agents that are going to be gone,

like that are going to get out of the business are those that can't generate leads, can't build a relationship with a consumer, and can't close. And I say can't, but I mean won't, can't or won't. And that's a conscious decision that I think most agents make. You're making a decision to not put yourself out there. You're making a decision not to create the content, make a decision not to learn how to sell. And I think that the agents that don't do those things. This industry has an 84 or 85% turnover rate in less than five years. That's the reason why. Yeah, and that's always been the case. I mean, for the 20 years that I'm on. It's ever changed. 15 years ago, 20 years ago when I started it was the case. The difference is,

is today you've got added opportunities or complications when you're looking at technology, big data, artificial intelligence. Yeah. There's an overcomplication. There's a part of this where people overcomplicate it. And that's what I think I said that. Like if you overcomplicate this, like you just said, big data, whatever, AI. Technology, yeah. People will do an enormous amount of work to avoid getting on the phone. That's what I've found in the real estate industry.

Let me go to this AI certification course instead of spend a couple hours on the phone doing what I actually need to do. Yeah. Well, I mean, it's something that we teach within the consistent predictable income community for real estate. agents is that is that the basics are you know one to three hours if you want to have no broke months and I have had no broke months as a real estate agent since 2008 many of those months 10 plus transactions if that's what you want as a real estate agent then what you have to do is you have to commit or quit but commit to one to three hours a day lead generation five days a week that's it that's it and then you'll get a consistency you'll get predictable income or quit and unfortunately

you know for our industry or fortunately I don't know which I think the majority of people that get into our industry do end up quitting but for me it's just you'll get to that quickly it's like you're either going to do the job or you're not yeah and what is the job there's five things that I say the job is is number one is to generate leads which is what we're talking about number two is to convert those leads to meet with you, which again is what you said, Grant, and then number three is to get hired. I'll add a four to five of moneymaking activities, which is to negotiate and then practice your scripts and role play.

And those are the five things that make you money as an agent. The first three are the same as you said, and I'm sure you would agree with the second two are the last four and five there. 100%. 100%. So if we're making things too complicated, how are we complicating things? I think it's, it's, it's, what I've discovered is it's avoidance. Like at the end of the day, I don't say this in a derogatory way.

So if you're listening to this, don't get pissed off what I'm about to say. Real estate is a fallback profession. Mostly. Very, very, very, very few people turn 18 and get their real estate license. That's not how it typically happens. Would you agree? Absolutely, yeah. I mean, there's a very few.

There's a few that I know, but very, very, absolutely. Very, very, very, very, very few. So, okay, what are we falling back from? Went to college, didn't stick with it. Got a job, didn't stick with it. Worked the bar, got tired of it, didn't stick with it. It doesn't matter to me like what it is. And again, this is not meant to be derogatory.

This is just the truth. And so there's this habitual pattern over time of people not doing what they need to do in order to get where they want to go. That's a lack of discipline. It's avoid doing the work that you know you need to do so that you can get where you want to. to go. This is just something to be self-aware of. If it pisses you off, not sorry, it's just the truth. Like, you're avoiding something. And so when we look at, when I look at AI or I look at

social media or do I need to be on TikTok, Instagram, YouTube, grant, where do I need to buy my leads from? None of that stuff matters. My claim to fame could be that if I'm a real estate agent, and I'm not, but if I was a real estate agent, if I walked around with flamingo-shaped envelopes, and I manually stuffed those in people's mailboxes, eventually I would become known as like the flamingo agent, right? Or like, hey, that's the guy with the pink envelopes. Like something would stick out.

People would eventually call me. I would eventually close the deal. Like, it doesn't have to be this complicated, but we avoid doing the things. And I have this quote going off in the back of my mind lately a lot. You shouldn't be asking yourself, what do I want to do to grow my business? You should be asking what is required to grow my business. And then you should do what's required. Most people are in their feelings because for some reason it's acceptable in 2025

to do only what it is that you feel like doing, which is stupid. And they're not doing the work that is required. The simple work that is required is you pull out this phone, you pick it up for one to three hours, like you said, and you talk to people. And you could be horrible at it. But in a week, you'll be a little bit better. In another week, you'll be a little bit better.

By the end of the month, I can almost guarantee you you're going to be going on more appointments that you can handle, and you're going to start closing deals within 90 days. That's the stuff, though, Dan, that people just avoid. And so it's like, well, no, I've got to go with my, AI certification. B.S. No, you don't. It's stupid. What do you use an AI for? Like, well, I'm going to, I'm going to create an AI clone of myself and I'm going to go out and create, like, that's avoidance. Like, you are just literally avoiding the work that you need to do

in order to go off and be successful. And I think it's all really stupid. Like, I don't know why people do it. I think that there are, if I'm, if I'm, if I'm, because I sound like an asshole, but like, if I, if I'm thinking about the agent, you know, you were probably allured into this industry thinking like it's going to be easy. Somebody told you like, oh, yeah, big money quick. Yeah, yeah, yeah. You're going to make the fortune. You're going to be able to drive the bends.

You're going to have freedom. Like somebody did lie to you. I almost like, I go back to that 99.9% certain thing. Like I'm 99.9% certain that somebody probably also did that for most realest decisions. Some dude that's going to make money off of you said it's really easy. Just get in here and do it. What he didn't tell you is this industry actually kind of sucks when you think about it.

Not that it like, and I'm not saying this in like a derogatory way, but it's like you have to be on the phone for one to three hours a day. That's just to get meetings. And then you've got to go do those meetings for five to eight hours a day. While you're doing that, you have to simultaneously carry on conversations with eight to ten families who are navigating the largest investment decision of their life. It's going to be this massive emotional roller coaster for all of them. And all of them are in different phases. You constantly are stressed. You rarely get to see your family. But all of that stuff, is if, you know, if you don't build systems and processes, if you don't learn how to properly manage your time, if you don't hire effectively, if you don't actually treat this like a business, this industry could change your whole damn life in the month. Like, I believe that without question. If you stop avoiding the work that you need to do, I go back to my co-marketing thing. And I know that's not where we're going, but like the point I'm making is I sat there for years and years and years and years and I begged to the people that I worked with to take advantage of this opportunity because it was right there in front of them like you guys are already doing this

you're just not getting paid that's the last 10% if you'll do that you're going to make a fortune and a hundred thousand dollars isn't a fortune to the person that I did it for but it's a fortune to the average real estate agent that's trying to make a hundred thousand dollars it doesn't realize if you're systemizing it so that it's extra money that you're doing the work on top of real estate transaction it fuels the business because imagine this scenario let's that I'm new in the business. I've never sold house my entire life. Okay, first thing that I'm going to do is I'm not going to go try to get clients. I'm going to go get partners instead. I'm going to call the mover. Hey, my name's Grant. I'm newer or a little citizen in town. I'm on track to do, you know,

a million dollars in sales this year or three million dollars in sales this year. And I'm looking for partners that I can recommend whenever my clients ask me for moving. Here's how it's going to work. Every time I send you a lead, you're going to pay me $75 a lead. And you're going to convert every two leads that I sent you. I know I know that because I've got data. from, you know, other people in my office, I know that you're going to crush with this. And so I'm wondering if you would be my preferred partner. You only have to pay me when I actually send you a lead, but I will market you on my website. I'll put you on social media.

I want to create content with you. And we're partners now. Like, I want to crush. He's going to say yes. And then what's going to happen is I'm going to show up to his office with my camera. And I'm going to make a piece of video content about everything you need to know before you move in 2025 or 2026. and I'm going to take that piece of content.

I'm going to put it on YouTube. I'm going to put it on Facebook. I want to put it on Instagram with my unique link. So now anytime somebody goes and gets a quote from this guy, I get paid $75. And then what I'm going to get is what they call the brand halo effect. I look more like I am more than I am. I look bigger than I am because I've partnered with one of the most preeminent companies

in town for moving services. So I get that brand halo because he has a good reputation. His clients automatically assume that I, I am the go-to resource in town. And then my following, even if it's 10 people, automatically assume that I'm already out there crushing it because I've created a partnership with one of the biggest companies in town.

So I've got the brand halo effects, and now I'm generating more influence in the marketplace than I probably should, even though I've never sold a house before. I've got a way to make money that isn't transacting in real estate because this person's going to pay me every time I send them a lead. And then I've got now I trusted partner in the space who's not only going to share the content that I create with them,

but also is going to start recommending business to me, because I'm also going to offer to pay him for the business. He sends me per lead, not per referrals and closings, which is illegal, per lead, which is not illegal. And I'm going to do that. There's 30 industries that rely on real estate agents to connect them with home service providers. I'm going to go find premier partnerships in all 30 of those categories, and I'm going to do that before I ever sell a house.

I probably am going to do it when I'm in pre-license. thing because then the day I hit the ground, I've got all of these partners lined up, I've got all this content lined up, I've got all of these resources lined up, and I can just hit the ground and I can go running. And then I'm going to spend one to three hours a day on the phone. I'm going to spend that amount of time equally creating content, and I'm going to go on appointments, and I'm going to close up. I'm going to be busier than I could possibly handle in a fraction of the time. Then I'm going to turn in, immediately create a real estate team and just start recruiting and following all this business to people. I'm going to hire an assistant. I just,

Like, I just gave you all a multi, multi, multi, multi million, Dan, correct me if I'm on, call me all my stuff here. I just gave you a multi-million dollar business plan in approximately two and a half minutes, but somebody's going to listen to this and insert their pride and ego into there and say, yeah, but, oh, well, it's avoidance. It's coming up with BS excuses not to do the work. I just gave you all a way to make a million bucks in the next 12 months, 12 to 18 months, max. I'm dead serious and nobody's going to do it. Well, we won't say nobody, but, you know,

we get to choose. One to three percent will do it. Yeah. We get to choose whether we do it or not. And I do agree with you, Grant. And as I'm listening to you, you know, I'm recognizing that, you know, the observation that I've made through the years of whether, you know, I once upon a time owned a really, really large real estate brokerage and I've coached thousands of agents. And I'm still in the trenches a day. You know, I'm going on a listing appointment in about two. hours, right? And so, you know, and I have that team and I have the staff. And it's really looking at you have a choice. It's you can approach this. I mean, there's different ways you can approach it. First all, you can approach this without the seriousness that it, that it deserves. And that's the

majority of the agents that will fail. Secondly, then you have two agents that will, I don't know if you want to say succeed or not, but we'll, will at least survive. And those agents are either salespeople or business owners. And the difference between surviving and thriving is, do you want to be a salesperson or do you want to be a business owner? And I'm not judging whatever you want to do. That's your choice, right? Yet, the difference is as a salesperson, you will always have to hustle. You will always have to go out, you know, like I'm going on this listening to point me later today.

Well, I do that because I choose to and I love doing it. But, you know, I also love taking some time off. And so, you know, do I have to go on that? because I have other people that could if I chose to say, you know what, I don't feel like doing it today or this month or whatever the case may be. So if you really want to be able to thrive in this industry, it's about learning how to be a business owner. And then if you want to be a business owner, there's four components to that.

Number one, it's your mindset. You think about that. If you're building a building, that would be the foundation. Number two would be your ability to lead generate, find business. We're talking a lot about that today. That would be your first story. Your second story would be building your organization. We're talking around that, but that's not really the gist of today's conversation.

But building an organization so that you can attract the right people for the right roles and help them to be able to achieve their goals. And then the last story, the third story on this building would be to be able to lead. And leadership is to teach. somebody else how to think so that they can get what they want and i'm going to take i'm going to just 30 seconds to plug a book that i wrote on this called teach to sell why top performers get what they want uh why top performers never sell and what they do instead so that's teach to sell why top performers never sell and what they do instead which is written to be able to show you

how to be able to do the four components that i just mentioned to you step by step by step And so if you're curious about that, you can go www. www. teach to sell book.com. That's teach to sell book.com. It's being published next year by Postale Press and distributed by Simon and Schuster. And I'm really, really proud of myself how I just worked that plug seamlessly into our conversation. Great. Thanks for your permission for me to do that.

Yeah. You like that? That was good. Thank you. I appreciate that. Anyway, so what are your thoughts about the four components that I just mentioned to you about belief, belief in yourself? lead generation, organization, building, leadership. You know, I really love it because it does start with belief.

I'm in the middle right now with marketing, creating this online persona. Because we're at a place in 2025 where if you're creating content and it is not interesting and polarizing, you're going to really struggle to break through what a lot of people want to do is create viral content. It's not hard to, it's not easy to do. It is hard to do if you're bland and you're boring. like we're just there with especially with the the rise of artificial intelligence it's going to get really hard it doesn't mean it's going to be impossible it's just going to get harder and so I'm

in the middle of creating this character for comarketing.com this new online persona for myself to be polarizing to be to be a character that can go out there and get a lot of attention and the number one stop is belief and I'm going to be really honest like oh man I don't do I see myself like this You know, do I. How are you both? What, what direction? Walk me through that. Like, who are you pissing off? Yeah. Well, everybody is the hope, right? So the character that I'm creating. Hey, great, you suck. The character that I'm creating, and this is marketing. So we're having a marketing, you know, this just became a workshop, right? Like, okay, so when you're marketing, your objective is to get attention. And when you get attention, you want to, you want to repel people away from you. And you want to magnetize people towards you. That's how what, that's how marketing is. is designed to work. The Sydney Sweeney ad campaign that just, you know, went

viral within the last couple of weeks of us having this conversation. Brilliant execution. Do I think that American Eagle thought it was going to go the way that it did in that negative way? Like, I didn't even think that. I think it's very stupid. I had no, like, what? So.

Yeah, they got sort of lucky to that. I mean, it was a great ad, but the polarization, I'm not sure if they planned for that. And what was that worth? It was worth billions of dollars in a day. American Eagle stock climbed 12% in 24 hours because of that polarity, right? That just friction, that tension in marketing. Most people's human behavior is to walk away from that, like to move away from conflict, to move away from confrontation. So they're not

intentionally doing stuff that's going to rub people wrong because that's why they always say, like, you know, no politics and business. Well, actually, what does your ideal customer care about if your ideal customer the customer that you want to work with more than anybody else if they care about politics you should absolutely talk about politics and if your ideal customer does not you absolutely should not talk politics it's really simple people always ask grant should I do this I don't know what is your customer want that's the question like what is your customer so with me I was actually my inspiration for this kind of sucks but I was watching Netflix and I was fascinated by the documentary about the liver king and I was like this guy

is amazing. Like, he's a nut job, for sure. But, like, he wasn't always like that. Brian Johnson was just some regular dude trying to sell supplements that helped his kids. And then this marketing firm got a hold of him and said, yeah, but you see, like, if you eat a piece of raw liver, watch the video.

And then his first video got, like, 20, 30,000 views. And he was like, okay, he's starting to see it. And then the Liver King character, like, really came out. So as I'm sitting there watching this, I'm like, Liber King. And then I'm like, go Marketing King. It's like, oh, okay, I think I can rock something like this, Marketing King. So I did a ton of market research on villain marketing, on heel turns, which is like old wrestling stuff, on just these types of characters.

And what I realized, I don't know if you, you know, Floyd Mayweather, the boxer? Sure, yeah, yeah. Yeah, yeah. Did you know he was not always Floyd Money Mayweather? I can assume that his middle name was not God-given from his parents of a moneymaker. His money-mayweather. It was not always money-may-wether. His first nickname was Pretty Boy Floyd. Okay. And he had this moment, you know, just like I think a lot of us have, he realized like, well, if I'm not going to like get a lot of it, he wasn't taking off. He wasn't getting the lift that he wanted in his marketing. They said, well, if I'm not going to be known as the guy that everybody wants to see when, I'm going to become the guy.

that everybody wants to see a lose. And so he flipped the switch. He went from Pretty Boy Floyd to Money Mayweather. He started doing flashy stuff, buying all these cars, doing all that stuff. And what happened? His brand equity blew up because everybody wanted to see him get knocked out. Connor McGregor's done the same thing. There's a lot of other very famous athletes and wrestlers and all of those things that have done that.

So anyways, go back to the marketing king. It's like, okay, I'm having my heel turn moment here. If I put on a crown and that's it. Like, that's all you see is a picture of me wearing a crown. you instantly think one of two things. But mostly you think that guy's a douchebag. You know what? I was going to say douchebag and you got, you beat me to it.

That's the exact, man, my God, we got the same freaking mug, the same hair, same glasses, I was literally going to call you a douchebag. You instantly think that guy's douchebag. So what am I doing? That's polarity, right? Like I'm instantly polarizing just because of my wardrobe choice. I'm a dude sitting here. and I've got a king crown on my head.

You instantly go, okay, this guy's a douchebag. But you are intrigued, typically, depending upon the hook, like depending upon how I've hooked you into watch a piece of content. And so it's like, can I go from douchebag to like, oh, this guy actually knows what he's talking about? You and I have known each other for years. You've said on this show, like, you know what you're talking about, right?

You've been around, you've done this for a while. So it's like, okay, can I use the crown to get attention? And then can I use my intellect, you know, to keep that attention? So that's where it's like, okay, but do I see myself as a king? that guy sounds like something a douchebag would do, right? It's like, yeah. So that's where it's like, okay, if you don't, this is a long-winded answer to your question, but if you don't see yourself doing this, if you don't have that belief, you're never going to do it. I've done an enormous amount of work over the course of weeks creating this character. But what I'm really doing is I'm,

okay, can I do that? Okay, I'm getting belief in this idea that I can become the king and I can go out there and create content knowing what it's going to do that kind of content my first video my plan is to sit there kind of dressed nice wearing a crown with a cigar and i'm going to light money on fire that's like instantly polarizing if you see somebody doing that you've got a lot of questions instantly like that's a strong hook and then i've got to be able to pull them through to get them to do whatever the next step and the thing is but point being like if i don't have the belief that I can go off and do that. It's never going to happen.

You may do it once, but you may do it one time. And then somebody's been like, oh, that guy is a douchebag. Yeah. And then if I go, like, Lord heaven forbid, if that happens, I go viral, it's like I got a million people calling me a douchebag. So it's like, if you're not. Hey, you know what? That's the best freaking thing that can happen now.

It's 100%. This is what I was listening to Dan Kennedy the other day. He's like, this is actually the best thing in marketing that can happen. But most people avoid it like the plague because their human nature is to, avoid conflict. If you go viral and you've got a million people hating on you, the reality is, let's say that you only, like we talked earlier, like one to three percent of people are going to take my business plan I rolled out for them earlier. Million times one percent. What is that? Is that 10,000? Is that a thousand or 10,000? Whatever, whatever the math

does. Yeah, so, yeah, 10,000, 10,000. If I got, if I got 10,000 people that said, oh, this guy knows what he's talking about. Grant are not good at math. Matt, that's what I took away from today's conversation. We're common in all ways, right? Okay, so if I had a million people hate me, but then 10,000 people say, this kind of you're talking about, and then those 10,000 people go to my website and they see that I have this $47 product, and then let's say that 15% of those people take advantage of the product offering, that's 1,500 people buy my $50 product.

Again, I'm not going to get into the math, but that's tens of thousands of dollars in revenue from one video that everybody hated or that most of the people hated. And it's like, was that a good business decision? Yes. Because the reality is if a million people hate on me, my next video, I've got to come even stronger as the king and do something that's really going to piss them off even more. Because then they'll just start consuming the content so that they can hate on me. They're going to share it with their friends. And I'll take it that virality. The liver king, and again, I don't condone any of the liver king's activities in the last year, especially. But the Levera King went from zero to a million followers in seven months.

That's insane. That is insane. From zero to a million followers in seven months, and he built a $100 million supplement brand in 18 to 24 months because of that virality. So was that a good business decision? Absolutely it was. But it's the belief.

It's the belief. If you don't, like you've got to start. So I forget the other three points off the top of my head, but if you don't believe that you can, you're never going to and if you're lead generation building organization and leadership we're the next three 100%.

100%. I wholeheartedly stand behind your philosophy there. Wholeheartedly agree with it. I appreciate that. How could somebody get information about co-marketing.com? Go to co-marketing.com. Number one thing you do. C-O-marketing.com.

Go to commarketing.com. You get started there. it doesn't cost you a penny to create an account. You can start learning how to add extra income to your real estate business. You guys are already doing this all the freaking time. I'm just going to try to help you get paid for it. And you got nothing to lose. So definitely go co-marketing.com.

Marketing. Thank you for your time today. Did I get that right? Is it a king marketer? No marketing king, bro. Marketing king. I'm dyslexic. Marketing king.

My crown is in the mail. It's on the way. So we'll see how this goes. Where did you get the crown from? I had a hell of a time trying to find a crown, just FYI. That's not a thing that a lot of people sell. I landed on, I landed on Etsy, and then that led me to somebody that actually makes crowns. I want you to get a trident too.

They're a custom. It's a customer. You want to get a trident too. Yeah. I was looking at, I just don't, I don't know what the rest of the fit's going to look like. I used to dress really nice for work all the time, and then I stopped dressing nice. And I did notice an income correlation, right? So I started dressing nice again, but I'm like, yeah, but I still like want to put on like some camo

pants or something like I. No, no, no, no. You need a robe, a trident and a crown. That's it. That's it. I'm sure we're going to have all kinds of fun with this. I also thought about going the mayhem from Allstate route. So being a king, but also like dressed in a way that's like all disheveled, you know, it's supposed to be a disruptive concept. But I'm going to try all. I'm going to try it all. I'm going to try the trident. I'll try the robe. We'll see what we can do to get some virality. I know. I think the crown's going to piss off enough people, uh, that, uh, that, uh, that it'll work but we'll see grand thanks for your time today and audience please go to www. co-marketing.com and then go to www. teach to sellbook.com everybody thank you for joining in today

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