No Broke Months For Salespeople - How to go from 70 to 700+ deals in 6 years

Episode Date: September 28, 2023

Jeff Cohn is a nationally renowned speaker host of The Team Building Podcast and CEO of a tech-powered Keller Williams market center in Omaha, NE. As founder of Omaha’s Elite Real Estate Group, now kwELITE, he led his team from 70 to 700 transactions in 6 years and was awarded the #1 team in unit sales worldwide at Berkshire Hathaway HomeServices in 2019. Since beginning his real estate career in 2006, Jeff’s team has closed over 5,000 deals, totaling over $1 billion in volume.Andy Kueny is a highly regarded Success Manager at ERS Coaching who has focused agents on goals, motivation, and training. He has achieved great success in his role and now shares his knowledge and insights with every member of ERS Coaching as a coach.We will learn more about that as Jeff Cohn will share How to go from 70 to 700+ deals in 6 years.--To find out more about Dan Rochon and the CPI Community, you can check this link:www.NoBrokeMonths.com --Stop 🛑 wasting your time ⏳ or spending too much money 💸not getting the results you want in sales; I would love you to join me for the upcoming 5-Day Listing Challenge.You will learn how to find YOUR Way to having closings every month.www.5daylistingchallenge.com--Get your free copy of the Real Estate Evolution here:bit.ly/RealEstateEvolution_GetYourBookThis book shows you the step by step on how to:Step 1: Believe in your unknown potentialStep 2: Deconstruct persuasion techniquesStep 3: Find a business and get hired consistentlyStep 4: Be proactive in the relationship with your clients.Step 5: Learn and implement the exact steps to hire, train, lead, and train virtual assistants so that they can build, support, and guide a winning team to scale.And if you’d like to have a consistent and predictable income, like this page, and don’t forget to join the Facebook group to network with the top agents:https://www.facebook.com/groups/newbieagents/ 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 Rochon

The only way to have growth attached to failure is to recognize why you failed, perfect the process that took place that caused you to fail, celebrate the fail and move forward and recognize that you're gonna fail again. Welcome to the No Broke Months for Real Estate Agents podcast. Working as a real estate agent

can be incredibly rewarding and fulfilling, but it can also be frustrating if you aren't making the money you deserve so if you're ready to end the stressful cycle of working hard for no results then get started with a proven step-by-step system so that every month is no broke months Jeff Cohn is a nationally renowned speaker host of the team building podcast and CEO of a tech-powered Keller Williams Market Center in Omaha, Nebraska. As founder of Omaha's elite real estate group, now KW Elite, he led his team from 70 to 700 transactions in six years and was awarded the number one team in unit sales worldwide at Berkshire Hathaway Home Services in 2019. Since beginning his real estate career in 2006, Jeff's team has closed

over 5,000 deals, totaling over $1 billion in volume. Andy Cuney is a highly regarded success manager at ERS Coaching who has focused agents on goals, motivation, and training. He has achieved great success in his role and now shares his knowledge and insights with every member of ERS coaching as a coach. We will learn more about that as Jeff Cohn will share how to go from 70 to 700 deals in six years. My name is Dan Rochon. 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. I'm sitting here with my partner, Andy Cuney. We're both owners in our coaching arm, Elite Real Estate Systems. Our goal over the next five hours with

you is to create as much value as possible. If you can take one thing from today and apply it to your life and realize massive change, to us, it's worth it. The podcast you listen to, the books that you read, and the people that you spend time with. And so my entire life has constantly been a process of learning and failing and growing and learning and failing and growing. But the only way to have growth attached to failure is to recognize why you failed, perfect the process that took place that caused you to fail, celebrate the fail and move forward and recognize that you're going to fail again.

And the people that achieve at the highest level are the people that are willing to fail the most and fail the fastest and pick themselves back up and keep running. And all that sounds like motivational speak, but it's the truth. And it's the formula we've seen time and time again, as we built our company over the last 15 years. And we looked at other businesses that had grown in and outside of the residential real estate world. The ones that choose to grow and outside of the residential real estate world. The ones that choose to grow are the ones that choose to fail forward. And it's just a choice and it's an attitude. So today you're going to hear us talk about lead gen, culture, lead conversion, lots of different tech stack systems, processes, residential real estate.

We'll talk about ancillary businesses for a little bit, creating multipliers to help generate more profit and to help provide a better value to the consumer. We'll talk about active roles versus passive roles. We'll talk about the dependent agent versus the interdependent agent versus the independent agent. We'll talk about defining your why and dreaming bigger and becoming the best version of yourself. Going right into topic today. I got my license back in 2006. Right before that, I went to college, got a degree in business, and spent two years on a missions trip in Brazil right out of high school. So for anyone in the group that's Portuguese speaking or Spanish speaking, I can do damage in both of those

languages. But we will focus on just English for now. Sold as I was a full time real estate agent. So a lot of broker owners that you guys find will have, in my opinion, the ones I've seen nationally, acquired the company from their parents or grandparents. It's just a family business, and never really knew what it was like to be in the trenches. So for anyone out there that's ever served in the military, I always use the analogy, if you're going to go into battle, do you want to be in battle with someone that's already fought wars? Or do you want to go into battle with somebody that's studied about what it's like to go to battle? Of course, you're going to want somebody that's done it before, right? It's come before you. And so finding the right leaders to follow. So I served

as an agent for six years. In 2011, we decided to launch a real estate team. And I chose to do that because I wanted to have more time and energy in my life to do the things I cared about. So in 2011, we started recruiting agents. And that was a big part of our growth and continues to be a big part of our growth is bringing more people into our world. But before we chose to do that, when I was in an active role as selling real estate on the listing and buy side, I, like a lot of you, was sacrificing a lot of my time and energy, trading time for money, working 70, 80 hour weeks, missing a lot of stuff with my family, missing stuff with my kids, and giving everything and anything to surviving and being able to make

ends meet at my home. 2011 rolled around and I was actually checking out at a home improvement store called Lowe's. It's not in every market, but I asked the gentleman how he was doing that was checking me out. He was like a 21 year old college kid. And he said, I'm living the dream. And I'm like, you're living the dream, bro. You're like working a $12 an hour job at Lowe's, but the kid seems super happy. And I at the time was super stressed. I had so much going on. I was making great money, but I was working my ass off and didn't feel like I was living and leading my best life. And I recognized I needed to do something different and build and scale a team. And the word team in my mind simply represents leverage.

And a team is just one more person. You could be a partner with our coaching company and call that a team. You could have one admin call that a team. It's building leverage with the goal of making more money in less time with less energy, which should be the same goal you have with your clients, helping them net more money in less time with less energy. And so in 2011, we launched a real estate team with the intent for me to stop production in 20 years. So I was hoping by like 2031, I could no longer sell. And within three years, I stopped selling. So in 2014, I got out of production altogether. And I got to focus on the business and not work in the business, which is the difference between an active role versus a passive role. So as a realtor that's

in production, you're in an active producing role, which is awesome. But it was my goal to work out of the active role of being realtor and be in an active role of being a team leader. So your active role is the thing you do to generate revenue. In a passive role, like if you own an investment, it will generate revenue to you while it's appreciating. And you're in a passive role, you're not at the house every day, you're not working on the investment property. It's just generating revenue to you. And so our goals have been to continue to create passive channels of income while obviously serving in some type of an active capacity. So we launched Omasley Real Estate Group in 2011. We were at an indie brokerage at the time. We grew that to six

agents in 12 months. So we went from 70 to 240 sides in 12 months. And I said earlier, the difference between you and me or the podcast you listen to, the books you read, and the people that you mastermind with, we decided in the first year that we'd go to over 100 real estate offices across the country. And we'd start to create a pattern to figure out what it took to grow and scale a massive business. And so some of the things I talked today may not be applicable to everyone, but if you watch the patterns for success, it all applies to every business. It's not just for residential real estate. The first one was that all the companies we were visiting with, most of them weren't growing.

Most of them got stuck in triple digits. So they'd be doing 200 deals a year, 500 deals a year, a thousand deals a year, but they couldn't find a way through that. And so we recognize that for us to continue to grow, we needed to bake in a coaching organization inside of our company. And so that's when we launched elite real estate systems. So every Monday, our agents got topical training on every topic that's pertinent to agents. And every Wednesday we had dialogue training specific to whatever that topic was on Monday. So if Monday's listing presentation, we would talk about how to do a listing presentation and how to prepare for one. And then Wednesday, we would role play around it. And we started to discover that true leaders serve their followers by giving them the ability to be just like them.

To give them that ability, we had to train them on all the things we had become accustomed to doing, all the things that we were really good at. And we did that through agent training. We also hired Andy as a success manager. And it was Andy's role for 10 years to hold agents accountable in a one on one every week. And in that one on one, he would spend 20 minutes with each agent. And he would talk about their key performance indicators or KPIs. What was the activity that they had to do every week that they'd come report to him that was going to get them the results that they were wanting? And in the residential real estate world, what's the result? Selling houses. And when we sell houses, what do we get? Money. But the question is, what

are we doing with the money? Hey there, it's Dan. Excuse me for interrupting my own show. I just wanted to do so because I wanted to share with you, I was having a conversation with one of my buyer's agents, Lucia, the other day, and she was sharing with me, she had a client that wrote an offer in today's market on 12 different homes. And she did actually end up getting the last offer accepted. So they didn't go and rent. But maybe right now you may be in that same situation. And maybe you in that same situation, they did end up renting. And I know that that can be like that can just suck. Well, let me tell you, since 2008, there hasn't been a single month that I've missed a closing in real

estate sales on an average of 10. And I want to share with you in the last one year, I've taken 79 listings by attending 93 listing appointments. I don't say that to brag. I say that to share with you that I know how to take listings in today's market. And I want to invite you if you want to learn how to take listings in today's market to join me at the five-day listing challenge coming up you can visit www.5daylistingchallenge.com and learn how to take listings in today's market without having a cold call door knock or beg that's www.5daylistingchallenge.com now back to the most awesome real estate show ever, CPI Real Estate Podcast.

So if I asked everyone today, what's your goal? What are you doing with your money? Why are you in the real estate business? What would your answers be? And let's actually take a minute and ask that. Why are you in real estate? I'm a single mom of four children, and I want to show to them that you can come from nothing and make things work if you try hard enough. Okay. I love the answer. So I have a few follow-up questions. It'll be simply to highlight some of the dysfunctions I believe occur when people choose to work in a commission-based business. Okay. So you've said your why. Do you have specific things you want to accomplish over the next 12 months to five years?

Within real estate? No, within the results you have from real estate. Would you be willing to share one or two of those? Sure. 100% out of debt and have an investment home for each of my children. So you have the goal of owning three doors that generate revenue for your kids, four doors. And then you have the goal of getting out of debt. Do you know specifically how much money you'd need to generate to be out of debt and own those four doors as of right now? Out of debt, yes. As far as the investments, I have not.

Do you know how many houses that you need to sell this year to be out of debt? 20 more. If you sell 20 more homes, you can take a certain percentage of those doors and end up being out of debt. Correct. Okay. So, you know. So, do you know how many appointments you need to go on to be able to sell 20 more houses? I should know that number. I don't have my head now. And then however you're creating appointments, do you need like calls you'd need to make or open houses you'd need to sit in or leads you'd need to generate to be able to go on those appointments.

And now I'm into some rhetoricals and I appreciate you volunteering. So everybody that's on this call is different. We come from different backgrounds, different families, different goals, different everything. And we found that there's no one answer to any of these types of questions. The hardest thing you have to do is first define what your why is. What are you even doing here? Why are you working as a realtor? Why are you working as an admin person? What are you doing? And so defining your why will then allow you to determine what do you need to do to accomplish your why. So Cindy knows she wants three investment properties. She knows

she's going to need to have the down payments for those and have the credit necessary to be able to get those. And she also knows the amount of debt that she has. She knows how many houses she'd need to sell because she knows the average amount of commission she generates. And then she knows what percentage of that commission she's going to take and put towards the debt that she has. All of us have things we want. What most of us never do is determine the revenue that we have to generate to have the thing that we want. And then specifically, if you know the revenue, so let's say the number is $100,000 a year to live and lead the life of our dream, you would need to know how you're going to make the $100,000. So in our market for a long time, our average sales price floated around $200,000,

which is pretty low in Omaha, Nebraska. So for an agent to make six figures, they needed to sell around 36 houses a year. Well, we knew with our outbound prospecting that an agent needed to make around 150, 157 calls to execute one sale. But how it broke down when you reverse engineer the number was typically you'd make five prospecting calls. And this is calls to your sphere, calls to leads that are generated, cold calling, but you'd need to make five cold calls to get one person to answer that's a decision maker and 10 decision makers to answer a phone to set one appointment. And you'd need to go on three appointments to get one sale. And it boiled down to about 150 calls. And that's the number across the country. And a call could be if you're at an event and you're talking to people, that's a call.

Doesn't mean a physical phone call per se. It could be just opportunities, talking to people, repetition. If you look at any MLM, any financial planning company, any outside sales business, the person that succeeds at the highest level is the person that fails the most, meaning the person that makes the most calls or generates the most opportunities to have sales. You can hire people to do that for you, but when you're in an active role, typically as an agent, that's your highest income producing activity is prospecting. And the reason I'm focusing all this attention on this point is a lot of real estate agents get into the business after watching HGTV and they think to be successful, they have to carry a fluffy cat and walk in high rise condos and make $5 million commission checks.

And so what we started to determine is we had to help the agents first have a vision of what they wanted out of their life. And it's very important they have the vision because then you can answer the question, why? Why am I taking this call late at night? Why am I dealing with this pain in the ass cellar? Why am I doing X, Y, and Z? Why am I taking all this time and energy and putting in the work? I think about Michael Jordan's documentary, the last dance. What was Michael Jordan's? Why he wanted a championship once he had it, then what was his next? Why he wanted a second after he had a second, he wanted to be the first one to have three. He wanted to have five. He always had a why of why he's sacrificing, why he's giving. But a lot of people aren't willing to first define the why. Once you have

that and you create what we would call a vision board, which represents the things you're wanting to accomplish, you have to have exactly the activity necessary to realize the why. Cindy's is easy because it's a debt amount. So she can say, okay, my debt amount's $100,000. And I know my next 20 commission checks, I'm going to take out X dollar amount so I can get my debt paid off. Some aren't so easy, but if it's quantifiable, there should be a tracking element. Cindy was willing to admit she knew the number, but now she doesn't. If there was an accountability function where all of you reported January 1st what all of your goals were

and you shared it in front of the entire team on Zoom or in person and you put your vision board up on a wall and some people had debt, some people want to have a kid, some people want to get married, some people want to go to Dubai, some people want to buy a Range Rover,

there's no right or wrong of what your whys are. What's right or wrong is you have to have a quantifiable process to track if you're getting closer to what your whys are. What's right or wrong is you have to have a quantifiable process to track if you're getting closer to what your goal is. And so what we have done for the last 15 years that I think has been our special sauce is we help people define their why we help people define how much revenue they need to generate to realize their why. And then we help people to find the exact activity that they would have to do every week to be able to realize their sale goal, which is

going to generate revenue so they can realize their why. Then we held them accountable to that every week in a one-on-one sit down. Then we trained them on the very things they knew they had to do to help them become better versions of themselves so that they could make more money in less time with less energy. Then we provided them with the culture, the systems, and the processes to help them do it faster. And that's been our formula over the last 15 years. And so like you had mentioned in the introduction, we went from 70 sales a year to over 700. In six years, we were the fastest growing real estate team in history. I still don't know of a team that grew faster. And you had mentioned

5,000 transactions since leaving Berkshire Hathaway as the number one team in the world and launching our Keller Williams franchise in 2020. We've done over 20,000 transactions. We now have 120 agents, not 25 agents. This year we'll do almost 2,500 sides for about a half a billion dollars in sales. And we've launched ancillary businesses. Like I said, I would talk about earlier just to kind of tease it. We've launched our own mortgage company, title company, insurance company. Of course, we have the coaching company. I just sold my call center last week in the Philippines. Thank you. And we own an investment company. So it's our goal to help provide the consumer a better experience by controlling the ancillary business conversation and driving more revenue, obviously to the agent through that relationship. And that's something we can talk about later. I do want to say one thing when it, when we talked about like the national average of being 150 calls to get a

deal done and all those different KPIs, the best part about it is those are averages for every agent across the country. Once you start tracking these numbers and you find out what Cindy's good at versus what Sarah's good at versus what Logan's good at, you can start to get really specific, right, on what you need to do and how good you are at listings, at open houses, at ROT, which is your return on time, right? And you can start making sure that everything you do is at a bare minimum worth what you were worth dollar per hour, right? And nobody knows that. And that's one of the big problems is I don't know where to spend my time because I don't know what I'm good at. And a lot of times people will say, oh, I had a great month because the market was good, or I had a bad month because the market was bad. That is

never the truth. The truth is you just didn't track what you did to have a good month, or you didn't track what you didn't do to have a bad month. Never again should it ever be left up to chance. You should know exactly how to repeat your success and mitigate your failure going forward. Well said. One of the things we saw with a lot of agents that would join our organization as brand new agents is in their first year, two thirds of their deals were deals the brokerage would generate to them. We just call those internet leads, but it was signed calls and personal referrals. But two thirds of the deals would come from their own outbound prospecting. In year three, two thirds was their sphere. And a third was the internet leads and their outbound prospecting efforts. So our goal was to help agents build business and real estate where they could generate the most amount of money in the least amount of time with the least amount of energy and accomplish their dreams. The hardest thing as a leader is to recognize that sometimes

the world we create might not be the solution to help them become the best version of themselves. And that's our polite way of inviting them to go somewhere else is when we don't believe that we will be the vehicle to help them sell the most amount of houses in the least amount of time with the least amount of energy. And that's kind of our nice way of saying you're fired because you're not a good fit for our world. But it was never a requirement inside of our world to sell a certain amount of houses. What mattered to us was more how they showed up every day. Were they doing the activities necessary to live their best life? Because if you're not doing your key performance indicators on a daily, weekly, monthly basis, you're never going to realize your why.

If you don't even know your key performance indicators, which might be the case for a handful of people on the call today, then you're never going to realize your dream. And then if you don't know your dreams, there's nothing to realize. So it's all a giant algorithm. And as we worked as leadership to help people define the why and then know the revenue they needed to get to the why, and then know the activity to generate the revenue to get to the why, it all sounds like a lot of work. And the truth is, it is a lot of work. It's work. Being in the business isn't holding a fluffy cat in a high rise. Being in the business is making calls, going on appointments, putting deals together, having deals bomb, having admin

make a mistake, having title make a mistake, having clients back out. It's a grind. And you have to understand that that's all going to be part of being in the real estate business. And in time, you'll get better and better and better at overcoming objections, at going through the churn. And when you get to a point where you feel like you have it figured out, that's when you start adding agents to your team and you start building a team yourself and help lead other people. And for me personally, I have done thousands of transactions. I've been a part of have done thousands of transactions. I've been a part of tens of thousands of transactions. There's been no greater pleasure that I've

received than helping other agents focus on becoming a better version of themselves and watching people check things off their vision board. And the thing that's so fascinating to me, and I'll speak back to Cindy, because Cindy was the one that was brave enough to volunteer. Have you thought, Cindy, about what your goals are going to be once you've paid off your debt? Once you have these three homes for your or four homes for your children's legacy? Well, what's the next goal? And then what's the next goal? And what's the next goal? Oftentimes, as you guys create your vision boards for your next 12 months to five years, you have no idea what's possible, because you haven't thought beyond that first peak.

You've simply thought about the next five years. Well, what happens in 10 years from now, 20 years from now? And I can speak to my own experience. I'm doing things now, living a life now that in high school, I would have told you you were crazy if you had shown me all the opportunities I was going to have. And the reason for that is I was willing to put out into the universe what my five-year goal was. And then I started to accomplish some of those goals.

And what you do if you have an actual physical vision board, which can be digital or analog, you remove the goal that you had on your board and you place a new one up there. So one example is I wanted to take my dad fishing in Alaska. My whole life, I just had that as a goal. I don't know why. It just was with me in my mind is I want to take my dad fishing in Alaska. I want to take my dad fishing in Alaska, I got to take him two years ago. Well, I had to remove the fishing trip in Alaska off the board and start thinking, well,

what's the next thing I want to do? And there's, there's nothing more exciting to actually accomplish your dream, and then get to dream bigger, and then accomplish another dream and get to dream bigger. So I would, I would ask that when you guys build your vision boards, and this is great timing, because we're getting close towards the end of the year, pick something that you think you could never accomplish and put it on your board, but also pick things that are realistic, like Cindy paying off your debts realistic, you're gonna do that. So that's awesome. And that needs to be on the board as well. Because it's very motivating to be able to check something off that board. So in referencing a book, the dream manager, did I bring that up today? Not yet. I just talked about it with

that loop like an hour ago. So it was still in my mind. There's a book called The Dream Manager, and it talks about a janitorial company that has over 700 employees. And they literally hire someone to help the people inside their organization realize their dreams, and their financial planners and their life coaches. No different than what Andy's role has been as the success manager for our real estate team, Oman's Elite Real Estate Group over 10 years. The dream manager's goal is to help everyone in the organization realize their dreams by actually knowing what are their dreams and helping coach them on a weekly, monthly, yearly basis. So a shameless plug for Elite Real Estate Systems, which is our coaching platform,

is we have enterprise accounts. And we'll be talking with you guys about opportunities where you can have access to all of our trainings virtually. Every Monday is topical. Every Wednesday is dialogue training. And then we also offer Thursday trainings for all team leaders and Tuesday trainings for people that want to invest. So anything and everything we've ever done, we create a platform nationally across all brokerage brands to help other people be able to accomplish the same things. And that's where we get the greatest pleasure is to watch people apply the systems and strategies that we've implemented in our business here and in our expansion teams across the country, and then realize great results from it. Outside of ERS,

if you guys don't choose to sign up for that platform, we also have a lot of free content on our podcast. So we have the number one ranked team podcast in the country, we get almost 200,000 downloads a year called the Team Building Podcast with Jeff Cohn. So if you search that on iTunes or Stitcher, it's on all the top podcast apps out there, we would invite you to go listen to those episodes to help maybe change your mindset around different aspects of real estate. We interview agents, team leaders, brokers, and thought leaders in the residential real estate space. So we've covered a lot of great content. You guys have been very attentive. It's been fun watching you respond. And we'd love to open up

the time for you to ask any specific follow-up questions around anything we talked about. And if there's something we didn't speak to and you have any specific questions around lead gen or our lead conversion processes or recruiting or how to stay motivated. I mean, we're open to you guys to ideate around anything you want to talk about today. You already know 87% of all real estate agents fail in this business. And you also know it doesn't have to be that way. If you're a real estate agent and you're looking for consistent and predictable income, I invite for you to get your solution, the 10-step guide to CPI, consistent and predictable income for real estate agents. 10-Step Guide to CPI, Consistent and Predictable Income for Real Estate Agents. And you can do so

when you visit www.therealestateevolution.com. I'll share with you your book that I authored to show you the way. Thanks. Jeff, I got a question for you. Thank you. First of all, for, uh, for presenting this to us, you're, uh, both of you gentlemen, Randy as well. I have a question for both of you. What's your biggest struggle that you've had? Um, there's the expression you can, you can lead a horse to water, but you can't make them drink. So we just spent 30 minutes sharing with you how we built a multimillion dollar company. I've made millions and millions of dollars. Okay. And money seems to always be the thing that motivates people. It's not money. That's what society shows us is what makes us

happy. It's not the money that makes us happy. The freedom that can come along with money is what makes you happy, but it's always about becoming a better version of yourself. So the pursuit of money is the part that makes you happy, but it's always about becoming a better version of yourself. So the pursuit of money is the part that makes you happy. It's not actually getting it because you have to change who you are to be able to have it. And so it's back to the sentiment of failing forward successes on the other side of failure. And so the people that have a lot of money, typically not always, but typically have had to fail so much that they became a different person. And in that pursuit, they then have happiness because they recognize that they put in the time, the energy, the sacrifice, the pain. So when Cindy pays off that debt, right. And buys those four houses for her kids, people will be like, wow, she's a millionaire. She has all these things

and she'll be very happy, but she won't be happy because she's a millionaire. She'll be happy because of the person that she became when she paid the debt off, when she acquired the four doors and all the sacrifices she made to get there. So to answer your question, and my answer is very long winded, it's disappointing to me to see people not take advantage of the opportunities that aren't on this call today, think of what we ideated on in just 32 minutes from two people who've been a part of tens of thousands of real estate transactions and have built tons of successful businesses. And we're national speakers and we've had tons of success, but there's somebody that's not here today because they're playing call of duty. Or there's somebody that's not here today because they just kind of have a sore throat and they couldn't just sit here and watch the training. And for me, it's just really disappointing. There's so much opportunity for us in 2022. We have more opportunity than anyone in

history of mankind in business, not just in real estate. It's easier to become a millionaire today than it ever has been. And when you take advantage of technology and the tools and systems and resources that are out there. There's no excuse. And people will spend more time creating excuses to fail than just going out there and failing forward and becoming a better version of yourself. It's easy to fail. Everyone's failing all around us. So just sit and go hard. It's hard because the market and COVID and what family I was born into and the bullshit that's going on with my sister-in-law and the McDonald's. I just, it made me feel like shit.

Like people just keep talking about excuses because they're scared to be successful. It's easier to be successful. If I'm being honest, like just go do the things you're supposed to do and make the money and start checking things off your vision board. And everyone in your life will be like, wow, you're different. You're you've changed. You're all, you're successful now. And I can't relate to you.

And you'll discover that when you succeed at a high level, the reason you're different. You've changed. You're successful now and I can't relate to you. And you'll discover that when you succeed at a high level, the reason you're different is because you went and did stuff while they were all playing Call of Duty. So that's my personal experience and my answer. I'm just disappointed. My biggest failure is not probably motivating enough people to actually follow the path to success. I would say that mine is going to be much shorter, but similar is I wasted so much time outside wasted because I learned from it. But I was so concerned and so fearful of failure that I spent so much time on my contingency plans. Right? What am I going to do if this doesn't work? How am I going to be okay if this doesn't work? Because I did not have the mindset of planning for what do I do if it does work? And we never plan for that, right? We have 200 contingency

plans on if it doesn't work, but never a plan on how to take advantage of the situation if it does work. And once you've removed, like Jeff said, that fear of failure, where you're like, yeah, I'll be okay if we fail. I will be okay. Then it's almost like a multiplier that when you do plan for success, you actually get to take advantage of that success and you move forward so much faster. And then you remove that roadblock of being worried about failure. So that would probably be, man, if I could go back and just start failing faster, it'd be amazing. Yeah. We believed in failure so much that we started celebrating it. We would give out awards failure so much that we started celebrating it. We would give out awards to the people that failed the most. So we know if it takes $150

to sell one house or five dials to get one person to answer their phone or, um, 10 people to answer the phone to go on one appointment, we didn't just celebrate home sales, which is what we've been conditioned to do in the real estate space. Oh, I sold another house. Well, where's the celebration when I made my 150 calls? Where's the celebration when I went on five appointments, but nobody worked with me? Where's the celebration where I made 10 fricking offers with one buyer, but I never got a deal together. I still deserve some type of a prop or some type of a celebration, even though the money never came in. And so we started celebrating the wins attached to actual activity of what people do to make money instead of just the money in and of itself. And that was a game changer for the agents because they recognize, oh, it's not about just selling.

It's about failing. It's about making the calls and not having people answer, making the calls and having people hang up on me and recognizing that that time is important. And this celebrate that time is important. And I would recommend to you guys to celebrate the losses. Because the more times you lose, eventually you'll win. So if I were to tell you, Cindy, that every time you made 150 phone calls, you would get a transaction under contract, right? And you're like, okay, that's great. But if I also told you, Hey, Cindy, what if every 150 times you pulled a lever on a slot machine, you would receive a check for $7,000. Now, where, what would you do all day long, Cindy?

You'd be at that casino pulling the slot machine, right? Sure. Exactly. Well, all of us have a slot machine lever in our pocket and it's called our cell phone. But yet now, since the, the, uh, the conversation has changed, we're like, well, wait a minute, that's different. No, it's not. And for a lot of you, it's less than 150 calls to receive that seven or eight or $10,000 commission check. We just choose not to do it because we come up with excuses that make our life easier. One great example of this would be you look at all the deals you've done this year. Has anyone sold one house this year? Put your hand up if you sold one house this year out of curiosity. Okay. So the person, think of the one of your clients that you

sold a house to this year. Since they bought or sold a house with you, have you called them? Now put your hand back up if you've made a call to them. Okay. Have you texted them? Have you emailed them? Have you dropped anything off by their house? So the best person for you right now to go after that you think might refer to you will be the people that just bought or sold with you because the experience that they had is so fresh, assuming they had a good experience. But oftentimes all you raise your hands because you're trying to be good little boys and girls. The truth is you haven't called, texted, and emailed them enough. You certainly haven't been bold enough to say, hey, if you enjoyed the process working with me,

I would love the opportunity to help other friends and family that you know of that are thinking about buying or selling a house. And there's a lot of missed opportunities because people in the real estate space think that to be an agent means to sit back and wait for people to call you. But it's the exact opposite. To be a successful agent, 90% of your time should be spent looking for people that want to buy and sell homes. That's your activity, not drinking coffee at the office, not bitching that the paper is soggy or complaining about the pens having covers on the front or the garbage bags not being thick enough. The business of real estate is be doing business. It's not about, Mike Rochek always said, it's don't talk about it, be about it. So many agents, and you guys know this, they want to talk and bitch and moan and complain that the lights aren't bright enough. And you look for every

single thing to do to not have to do the thing you should be doing, which is working. And in the residential real estate space, if you're in an active role, that work is prospective and you need to know where you're best served. So we've talked about a lot of different ways to pull the slot machine, so to speak. Everyone on the call today needs to find the slot machine that they enjoy. If you don't like open houses, quit doing it. It's just like, if you don't want to do 75 hard to lose weight, don't do 75 hard. It sounds fricking miserable. Everyone that talks about it, I'm like, screw that. I'll do either one day hard and then I'll quit. But do the thing that you want to do, that you like to do. Like if you like CrossFit, then go do it.

If you like Frisbee football, go do it. It's the same thing with prospecting. You're going to do the thing you enjoy. And the thing you enjoy is typically the thing you're good at. But if you're not good at something yet, then get better. And the best way to get better is to feel forward. I used to make expired calls. I call thousands of people. I use the Mojo dialer, which is a three-line dialer. And I call people

and try to make, get deals off expired calls. I probably listed a hundred houses my first year when I was 22, I was going on listing presentations when I lived in a one bedroom apartment complex. I had a baby girl that was six months old. I had student loan debt up my ass, like a hundred thousand dollars of student loan debt. And was my back, my contingency plan was a credit card. And I figured I'll file bankruptcy if I can't make it in real estate. And I'll live in my parents' basement with my family. That was my worst case. That's a pretty good worst case. My mom cooks really well. And she said she'd do my laundry. So I was like, done. So like we make all these excuses to not succeed. And like I said earlier, just go do

the things you know you should do. Do it consistently. Track it. Celebrate the failures. Celebrate the successes. And be intentional with your time. You can turn a small amount of time into a really big gain if you're intentional. And you start learning what works best for you and what doesn't.

But people fail to acknowledge, to self-actualize after the failure to see how can I improve that the next day? How can I improve that the next day? And you have to create a system behind your processes as agents. It's a tough gig because you're independent contractors and you can do whatever you want. No one can tell you what to do. Well, you own your own business, so act like a business owner. Business owners don't just sit back and wait for business to come to them. They have a plan. And I would highly recommend as quickly as possible

to fail forward, fail forward, fail forward, and be cognizant and intentional about making sure you're making the most amount of money in the least amount of time with the least amount of energy. And so another idea that I'll put forth, and then we can answer a couple more questions. We have 20 more minutes, is what do you think you're worth? We have five more minutes. Yes. What do you guys think you're worth per hour?

Everyone think of that rhetorical question. So think of your answer. What are you worth per hour? Because obviously there's jobs right now you could go do. I think Chick-fil-A is paying like 18 to 20 bucks an hour in some markets. Are you making that in real estate? Are you worth $50 an hour? Are you worth a hundred dollars an hour are you worth a hundred dollars an hour you have a thousand dollars an hour because the truth is start charging what you're worth per hour you can make sure you're earning it if you believe you're worth it but you have to justify the the fee we pay doctors dentists lawyers um what other occupations i said it we pay them hundreds of thousands of dollars in our society because they've gotten a ton of schooling and we believe the value they offer is worth what we're paying

them. Have you done that for your real estate career? Have you given yourself hundreds of hours of training so that you could be the best version of yourself so you can justify an 8% commission? Or so you can justify that a buyer has to sign an exclusive buyer agency with you and if they end up not using you, they owe you $10,000. I mean, there's a lot of different ways to generate revenue. And it all comes back to what you believe you're worth. And you'll believe you're worth more the more you put into yourself, the more time and energy you refocus in on yourself to educate yourself so that you can offer better services to the

clients that you serve. Jeff, I want to just briefly thank you again and Andy, and thank you again for sharing with us. And I'd like to repeat back to you guys what I heard in a synopsis and make sure that I understood you correctly. So what I heard in a brief moment is understand why you do what you do, take the action to do it, repeat it, fail fast, often, and get back up, and then plan. I love this. This is my best takeaway today was

plan for success. What will you do when you are successful? Because for me, that's a big aha for me because I don't know how often I've done that. I've certainly have planned the contingencies, but thank you for reminding me, say, hey, plan for that success. And then once you get there, now you can leverage it and rock and roll. So that's what I heard.

Yeah, thank you for sharing that today. Great recap. I think that was perfect. Well, we would love to invite you guys, like I said, to follow our podcast. Would love to find a way to work together with our Elite Real Estate Systems solutions. And we think that there's a lot of wins there. So we'll have some continued conversations on that. Anytime you guys need anything, you can reach out to us on Instagram or Facebook at Jeff

M. Cohn if you want to message me personally. The last thing is we have a lot of free assets that we make available to our coaching clients and then anyone that follow us. So we have a free buyer presentation, listing presentation. We have a guide to building and scaling a dominant real estate team. And all of those free giveaways are at growwithers.com. Love it. So growwithers.com. Thank you, gentlemen, for your time today. Awesome. Appreciate it, guys.

Thank you so much. Thanks, everyone. God bless. See ya. Thanks so much for listening to the No Broke Months podcast today. Until the next show, I invite for you to be grateful, make good choices, help someone, have the best day of your life, and go find a listing. Dan, you are such a fascinating man. I mean, he has this purpose in life to help people achieve

their dreams, their greatness, and he doesn't just say it. He actually has steps and mythologies in order for them to follow. Our very special guest in Feature Time Every Day. I cannot even sit in my chair. I'm so excited. Dan Rochon, all the way from beautiful Virginia. Dan, it's an honor to have you on the show. Thank you so much for taking the time. And what I'm encouraging for you is to focus on who you're being because that's your foundation. And when you focus on that, you're going to find that you do activities that are going to lead to the outcome of having whatever it is in this life that you're looking for.