The Science of Flipping - Episode 165: Interview with Marketing Expert Billy Gene | Real Estate Investing

Episode Date: September 3, 2020

Learn the most important Marketing techniques from Billy jean - The Marketing Expert in this great episode of The Science Of Flipping with Justin Colby. 

Welcome to the Science of Flipping podcast. I'm your host, Justin Colby. And we are live. What's up, everybody? Science of Flipping family. I am live for this podcast with my man, what I would probably consider largely the most genius marketer in the game. Mr. Billy Jean is marketing. What up, fam? How are you? Oh, what's going on, man? Good to see you. Good to see I see the Jordan in the background. I just realized that right there. Man, I got Bo. I got Bo right here. So you've been watching The Last Dance? Come on, man. Of course. You got to. You know, I just turned 39, so I don't know how old you are,

but that's my jam, man. Oh, so I see I'm 32, so I didn't get to see like the – well, I didn't understand the hype and hysteria. So going back and looking at it, i didn't realize michael jordan was as big as he is now that sounds crazy right obviously i saw it but like during the games and shit like i i didn't i didn't see that and so it was it was cool to see dude it's unreal um so yeah so i i went through a phase i was just telling your guy actually prior to this i was telling him i went through this weird phase about three years ago i got really big into getting like

autographs from the icons i wanted right so i got nj this came from actually remember baseball cards upper deck yeah the ceo of upper deck had this hanging in his office my buddy upper deck i think the ceo either got fired something happened yeah um and my buddy was like hey he's selling his shit you want it i'm I'm like, absolutely. How much was it? If you don't mind me asking on your live podcast here, but how much was it? Ballpark? $750. Okay, where? That's not bad.

Not bad. I mean, it was a discount because I guess the guy was like, I need money. Right, right, right. All the certificates behind it, like all the, you know. Yeah, it's the real deal. For the greatest of all time. Yeah, why not? Bo Jackson.

I went through the whole Bo Jackson thing. I think he was an athlete for generations right this is all the steroids and stuff i mean this dude was he had the illest video game back in the day come on man um and then i got our guy you know a little time with tony um robbins gary v yes um they did that little tour they did and i obviously took advantage and went the whole you know i want personal time with these boys and to try to get to try to get on top of, you know, what they're doing. So I spent the bajillions of dollars to be sitting next to him. Right. Oh, yeah. It's good. It's always good to pay for access. Real shit. Like it's just it's the fast track. People always wonder, like, what's the fastest way I fucking pay for it? I'll never forget. I was watching an interview from Kevin O'Leary. If you guys know Kevin O'Leary, he's the original shark on Shark Tank and Dragon's Den for my Canadians.

But someone asked him. It was like a little footage from him speaking at events. Someone on stage said, hey, what's the way to connect with people like you, Kevin? And he said, it's easy. You pay them. And he said it with a a straight dead face and i remember at the time when i saw it was like bad i was like well what if you don't have the money but i get it now it's like just fucking paid to go to the front of the line get

cool with people and then there you go you know find a way right like our boy kent uh this is how we know each other so shout out kent clothier right um yes sir we're both speaking on this stage and so you know we've done it now two or three times together but uh he talks about all the time like he wants to get to the fast pass of disneyland how the fuck do i skip this line and be in the fast pass and just walk right in so he pays the thousands of dollars to be that vip guy at disneyland i mean 100 to getting access is everything i mean that's speaking of disneyland i took my team to dis to Disneyland for like an outing and you already know

we had to buy not just the Fastpass, like the VIP shit, Fastpass Everywhere personal guide. And let me tell you, I'll never go back. And that's the thing

is once you pay for access or to be sped up, you will never go back. Once you go first class, you're not going to go back. Once you go to the movie theaters and they have the recliners and they bring food to you,

you don't go back to the regular movie theaters. You don't go back. Once you've experienced it, you taste it, your standards are set just a little bit higher you you don't go back to the regular movie theaters you don't go back once you've experienced it you taste it your standards are set just a little bit higher and you don't look back you just find a way to make it happen i was just gonna say that bro isn't that the motivating part like i went out and started buying i don't want to say buying nice with shit but like kind of started leveling up before financially i was probably ready you know four or five years ago right Right. But it actually motivated me like, Oh, I got to grind.

Like I need to pay for this damn thing. The best thing that can happen for everyone is for your sales team to have a good month and then them buy some shit off of that one good month. And now they're stuck having to pay for it the rest of their lives. It's the best thing that could ever happen. Like they, then they're committed. You know, I love when they have a good month, go buy something nice, go treat yourself, go treat yourself and raise your standards forever. Go get that nice car, man.

Go get that Louis Vuitton. Sure, spend five grand on it. Go get that house with that 30-year fixed note. Player, go ahead. That's it. That's it. Well, dude, thank you again for your time, man. I know you've been everywhere.

Your time is very, very, very valuable. Thank you for having me. Thank you for being here, bro. Listen, I'm in real estate, right? And you are in marketing. But in my world, how my tribe hears me talk is very probably similar to what you say, right? I firmly believe in my space. It is marketing and sales.

There quite literally is nothing else, right? Because what was the quote that I heard? Like, it's like you're a marketer first with a real estate license or something like that. I totally believe that. I totally believe that. I totally believe that. And so it's a blessing. And I think very timely to have you on this podcast right now, because, you know, you're the way you think what's going on right now with this whole COVID thing.

What kind of copy do we need to be putting out there? Maybe that's copy, like real copy on a mailer. Maybe that's a script we're using, right? Copy is copy. What does it say on your websites? Where are you driving them? What are they seeing? copy on a mailer, maybe that's a script we're using, right? Copy is copy. What does it say on your websites? Where are you driving them? What are they seeing?

So it's very timely to be able to have someone like yourself that quite literally is a full-blown expert, like if not the best, one of the best in the game, period. If you're not following Billie Jean right now, stop right now, dude. Give them your handle. Everyone needs to be following. Billie Jean is marketing on IG or just listen to my podcast billy gina's marketing offends the internet along with this one of course billy gina's marketing offends the internet every single monday to friday five minutes in the morning um you know what i would say to that is you know one thing to think about especially with covid and everything going on and this is important for everybody to remember

is that there is not less money in the world something's important mental shift because people feel like you know there's a recession depression or things are declining whatever you want to call it and they believe like everybody just took their money had a fucking bonfire on the beach and then just burnt it like there's like a depleting source of money like there is no less money than there was two months ago. Now, what the challenge is, is getting that money to transfer as rapidly as it was once before. People are holding on, protecting just a little bit more. And so what that means is not that you can't get money right now. It means that the conversation has changed. What you used to say

or do to get money was different two months ago than what it's going to be right now. And when you can jump into that conversation, that's where you can win and have your greatest month or your best month yet. Totally. I love what you just said. There is the exchange of money has slowed down. There's not let,

I mean, quite literally there's way more, right? Fucking Trump already. How many guys the opposite? They're printing money. Every single, there's more money now than literally ever how many guys the opposite they're printing money every single there's more money now than literally ever before in history it's being printed it's the exchange of that money i think that's dead on right is i mean not just the retail spaces and

the restaurants and the hotels and the airlines and all that kind of stuff but just like even in our world homeowners are thinking differently because they're uncertain right and when a when a confused mind if you have a confused mind you're likely not going to take an action because you can't figure out what's the right move or the wrong move and that's a challenge for us investors right because you have a seller fundamentally needs to sell no job no income mortgage car note i mean literally is like, why aren't you saying yes now and thanking me? Right. Instead, you're like playing hardball with me. Like, I don't know if I need to sell. And that's the challenge we're coming across.

One word there, and this is really important is education. And this is the biggest thing that people got to remember is like, your customer doesn't know what you know. Not only that, do they not know what you know? They don't know what you know, times like 10th degree, like whatever, like they don't know that. They don't know that it's the right time to buy. They can't say that with certainty. So getting on the phone and having a conversation with someone, giving them a demonstration, educating them has become even more important. Not that it wasn't important before, the same thing applied before, but even more so now people just want a little bit more confidence, a little bit more data, a little bit more, and that's okay.

So sit with them and give it to them. Yeah, no, I think dude, that alone, you guys could probably, I don't want you to stop listening to this, but that's it. I mean, that was really the, um, the end all be all. Cause again, if you're cold calling a homeowner, you just need to educate, you know, why am I calling? How can I be of help? Why is now a good time? That is a challenge for people because they want to get straight to money in our world. Here's my offer. Take it or leave it. Right. And you know,

for a lot of people, they don't have the patience to educate. And again, you know, your ability gene is marketing, you're a marketing genius. But at the end of the day, you're also a sales genius, because ultimately marketing drives sales, right? And that's what it is. And so let's maybe spin from the marketing side, and go to the sales side, like what would you be advising people in our space? And quite frankly, we can remove the real estate investing space in general, just I know, that's my audience, but at the end of the day, it's all the same shit. We're all trying to buy and sell. Right. And so what would you say? I'll ask you, right? Like I'll talk to you as if we were doing like a client intake, I would say, all right, like, what do you sell in one sentence?

Like I'm in fifth grade. Yeah. I love it. What is, what, what, what is that answer? Right? Like it starts there. What do you sell? Like, ask yourself, what do you sell in one sentence? Like I'm in fifth grade. And then you're going to ask yourself the question, do people want that right now? That's right. And that's it. And that's such, and this is actually really important.

Like, you know, I'll give you a great example. I have agency background, right? Work with some of the largest franchises in the world. Big educator. We have almost 100,000 students in 75 countries. Well, my traditional message is hey let me teach you how to advertise so you can get more customers okay now when this quote recession decline pullback whatever the fuck term you want to give it when it starts happening what is the

first budget that people even though they shouldn't what do they drop what are they what is the they drop their marketing all right so the the Billie Jean is marketing. We have a fucking target. People are like, aren't you killing it? Cause it's online. No, we had a target on our back. Like everybody doesn't think they want the thing. And that's how they're cutting back. And their expenses right now is they're killing the marketing budget right away. It's, it's the whole thing. And so my message of just learn how to advertise, let me teach you how to advertise. Let me advertise for you was declining when all this shit was starting to happen, it was not responding this well. My costs were going up, et cetera. And if I continue to just push and push that message, I'd be fucked

right now because nobody wants that. Nobody wants it. Nobody wants that right now. And you're never going to be, you're never going to out talk the market, right? Like you're never going to be greater than your environment. The environment is what it is. Now, the people who win are the people that adapt. Like we were talking about before we started today, what we adapted to is, Hey, I said, what is my customer wondering right now? And, and then every single day in the news, there's unemployment increases, unemployment increases 5 million, 6 million, 7 million, 30 million plus. And here's the question that's on everyone's mind. If I lost it all, what the fuck am I going to do? Bro, everyone's mind.

Everyone's mind. That's the question, right? If I lost it all. So as a company, what do we do? We say, let's pivot. And I did this 30 day thing where I said, if I lost it all, and I had to start all over from the beginning, no money, no brand, no anything. Here's how I would use or like hit my brain to get it back. Now, the focus of the program is about learning how to advertise, right? Like my core competency is still the same. However, I had to change the messaging and how I was communicating with the people. Boom. So we did that. We launched it in three days. We pulled in a half a million bucks. Not to mention, I had the best attentiveness like in all courses and anything I've ever done because people are focused. They need it. They have the time. They're locked in a house like this is it. So I had show

up right. I had the most engagement. I had the most wins like it was a it was a great mutual trade. But again, if I didn't adapt, I would have fucking lost. And that's what so many people are unwilling to do right now. They want to keep doing the same thing and wait for it to come back up. You have to fucking adapt your message. And it's the stubbornness, man. This is especially people who are seasoned, especially people seasoned, been around the block. They're the fucking worst. They're like, no, this is what we do. I've done it for 20 years this way. Done and I not, well, fuck yourself for 20 years. Like, it's over.

Like, and that's the game is did you adapt? Did you adapt or did you fucking die? That's it. Bro, I want to get to a couple of things quickly because I want to get like maybe your take on what our message should be. And I'll focus on direct mail because it tends to be the predominant marketing piece

and where we should be adapting, right? So I'll tell you what is the formal, but you know, secondly, I want to talk to the last point you just said, and we'll, we'll end there, which is this adapting. I've been talking about adapting for a long time. And so remind me of these two things, adapting, which is a big, big thing, but let's talk about the marketing piece in the copy slash the message that we need to be as real estate investors like our traditional what do you want to do is the goal right now for most of your audience to to buy homes for cheap yep and and right now people are selling frantically right is that what's happening or is that not what's happening it's not what's happening and in's not what's happening. It's not what's happening. And in my belief, it's because the conversations we're having with sellers is I'm interested in selling, but I want to see what's happening.

I want to see what the government says next week. I want to see when we open. And it's like these are the same people that, quite frankly, I was telling you before, like they have no job anymore. They have no idea when they're going to come back to work. They're living off Social Security. They have two cars, a house, a boat, and three kids. And you're like, what do you mean you don't want to sell the house? Okay. Well, let's flip that down. Help me. I'm actually genuinely asking this like devil's advocate. If I'm the customer right now, I have a house,

it's $300,000. And all of a sudden all the shit is happening and supposedly maybe it declined maybe it went in some people everybody's saying mixed messages and i the one thing i know for sure is i just lost my job or i'm not making as much money and i need to cut back my expenses for sure i got to cut back my expenses what would be my reasons for not wanting to do that why would i why would i not want to do that right now what are some of the fears the objections i think what we're hearing is they they're uncertain i'm and hopeful they're uncertain and combination of hopeful well i think when this all gets back to normal i don't think i'll really need to sell right because we're having competitions now with people so i don't really need to sell so one is i just need to sell

it's just temporary i don't need to sell right now. Got it. Okay. What else? That's a good one. You know, and the other one was, um, and we hear a lot of this, like, you know, the government's giving away free money. So they got their little stimulus stuff and then they have the unemployment now that's coming. So I don't need, I don't need to sell governments. Government's probably going to bail me out and give me a little bit cash. I got free money, so I'm totally fine. That's a little bit right now. So then I ask myself, what's the truth that they have to believe to actually take action? What's the truth that they have to believe to actually take action? And what they need to believe is that it's in their best interest to sell right now. That's the belief that I need to transfer them. So then I ask myself, what questions do I need to ask for

someone to come to that conclusion on their own? That, hey, I need to sell my fucking house regardless of all this COVID stuff, right? So then my brain goes to, you know, the biggest, the truth about this whole downturn, which is this. Truth is 99% of motherfuckers were living way outside of their budget anyway. The scariest part about COVID was that within two weeks of the whole thing, the shutdown happening, people were freaking out and saying, I don't know how to pay my bills anymore. Two weeks.

That means nobody had two weeks to cover their own shit. Now, what's the real problem? COVID? Or is the real problem that we don't have two weeks to cover our own fucking ass? Totally. So that's where I enter the conversation. So, hey, you know, John Doe, hey, John Doe Homer, can I ask you an honest question? Was it COVID that made you this vulnerable or was it your spending habits?

Let me ask you a question. How much money before COVID was in your bank account? If you had no job, how long would you survive? Scale of one to 10, how vulnerable does this make you? Scale of one to 10, how vulnerable does this make your children? Scale of one to 10, how much easier would it be to sleep at night if you at least had six months of cash? Like, you know what I mean? Like something. So all of my ad, my messaging would be in that. Not talking about like, right now you need to sell because then I can hit you with all those objections. The government's going to bring it back.

Da-da-da-da-da. It's, hey, you had a problem before. You had a problem before. Now you're just, you already have the knife in you. Now it's just being twisted. Dude. Thank God. Hey, you thought this was a burden.

This is a blessing. Totally. Hey, this was the kick in the butt that you needed to sell your fucking house. You knew you were overextended in the first place. You knew you were. This isn't the smartest thing. So let me ask you something. What's the most responsible thing to do for your family?

Continue paying something that you really couldn't afford or doesn't allow you to save? Or to make an adjustment, find something else that you love for a fraction of the cost, which is in the best interest of your family. Really? You literally poke the paint. I mean, go right after it. Right. And so dude is great. And repositioning. I mean, the way you thought is wonderful, right? You figured what is the rebuttal? What is their objection? How do I overcome it? Here's the rebuttal what is their objection how do i overcome it here's the rebuttal here's the objection oh i don't need to government subsidized we the market's going to come back whatever the case right okay yeah well ask questions to dive into that pain one question that i asked uh this is even prior to all this stuff that i love to ask when i'm on stage is this i i've done it on a couple stages i go up on stage and and I say, hey, everybody, I want you to stand up right now.

And everybody, I want you to get space from your neighbor because it's going to get uncomfortable. I want you to take out your cell phone. Are you guys ready for this? Now I want you to take out your banking app. Everybody put your brightness down. It's going to get weird. Everybody look at that number in there. You ready for this?

Now how does it make you feel? How does that audience fucking react? Silence every time. There's not a word. There's not a word there's not a word that's said after that silence now then then your next question is hey so you're writing an ad right hey i want you to stop scrolling right now and look at your banking app right now when you look at that account how does that make you feel now let me ask you a more honest question pre-covid

or fucking post-covid how did that make you feel so So there's only two ways to make your situation better, logically and mathematically, which is one is to increase revenue, which is a challenge right now. One is to decrease your spending. What's the biggest expense that most Americans have right now? The biggest most people in the world have right now is their mortgage. You know, two years ago, mortgages were at an all-time high. They were this expensive, et cetera. If you bought within the last five, 10 years, chances are you got caught. You got caught into the hype and you're overpaying right now. Did you know that, you know, and that's how my whole messaging would be. Bro, I mean, genius.

Literally, we're sending out mail. I don't know what today is, May, whatever. June, I'm changing shit, bro. 100, right? Yeah, yeah, yeah. You know, I mean mean that's the reality whether it's my text messages because we use multiple marketing strategies text message direct mail cold calling uh and ppc which is online i mean i gotta actually audit that shit

right because what used to be like cash close quick well that shit's not valuable to these people anymore right so let's figure out how to to talk their talk to get them to move and then the other question that you ask yourself like that's kind of the message of what you say but even before the message of what to say is really the who right like who are we talking to because at the other side of the coin you know there's people right now like you know i know a lot of the investors they use other people's money right well guess what there's some people out there making a fucking fortune there's some people out there that committed killing shorting stocks. There's some people that are right now about a killing buying shit when it hit the bottom, you know, three weeks ago. And there's some people who have more money than they've ever had. There are some companies

that are so fucking busy. They don't even know what to do with themselves. Some people are sitting on so much money right now and they have no idea what to deploy, no idea where to put it, no idea. Well, you can be the liaison for that. So there's the who right there. That switches things up. You know what I mean? So, you know, I think there's a massive opportunity there too that people are sleeping on. I think there's a massive opportunity.

And obviously you pivoted really, really well. I did something similar, which now leads me to the second part, which, you know, for the sake of time, we can kind of wrap up with this idea of just adjusting, right? I think I've been doing what I've done for 13 years. I got in the education info space, you know, podcast six and a half years ago. But I've been investing for 13, right? And you do get caught up into this, you know, I even vocalize this on social media the other day. Like I got comfortable a hundred percent. Right. I got, I started resting on my laurels.

I got complacent because shit was working. Right. And that the ego started taking over. The pride started taking over. My chest is out. And when this happened, it, and by the way, I am pretty good at self-reflecting so prior to this the end of last year I started going into 2020 like what what do I need to really do how do I get back to like the passion because I kind of lost the passion right sure been there and so I actually started to

streamline and started to adjust my business prior to COVID back in December of 19 so actually gave me a leg up when this happened. Yeah. But let's talk about that. If you've been in the game for so and so you've been a 20 year vet of marketing or real estate or whatever the fuck it is, right? And this this adjustment period, though, I'll tell you that what the guy in the wall behind you told me Tony Robbins last year around that same time. I went to his his resort in Fiji. It was like 10 of us out there oh i saw you guys were out there yeah yeah so we were out there for about a week and um he actually brought that up well because you had this this small group of really high performers and people

that but everybody you know all had kind of this energy of like either burnt out or you know less motivated than you know when you're really hungry etc. And Tony just nailed it of course in like two seconds. And he's just like, well, what's your goal? And we're all kind of like, well, we were kind of doing like what our goal was. And it's like, yeah. Okay. Motherfuckers.

You didn't reset your goals. You didn't reset your goals and set that next thing. And it was one. And obviously he said in his Tony way, which is. But, but he just fucking hit me. And I'm just like, he's totally right. Like what now what's next. And so anybody who's feeling that right now of like, you know, I think he started off by saying, Hey, you've already accomplished more than you ever thought you would in your

dreams. Like then you ever dreamed of, right? Like you got to dream again. Like you gotta, you gotta put that thing out there. And I think that's what helps eliminate that feeling of quote unquoteunquote uh burnout which i'm not a fan of because we're not fucking candles right but like that's the that's the thing that people aren't you know doing is like resetting and like hey what's that next big thing that gets you inspired what is that and choosing that not fine not not finding for choosing that that's really important it's like sometimes we like yeah yeah, I need to find that. Or yeah, that needs to happen.

I haven't had that. Choose it. Choose it. So. Yeah. I'll use a quote that he says a lot. I've gone to several Tony events. And then I, to your point, I paid to legitimately spend some personal time with him.

And you had even more personal time, which was amazing. He talks about this, you know, people overestimate what they can achieve in a year. And then they underestimate what they can in 10. And I'm a firm believer in that, right? Like people come into our space and for sure your space, for you. I'm going to be the biggest internet marketer. I'm going to challenge Philly. I'm going to be the blah, blah, blah.

For our space, they're going to be, oh, I'm going to crush Justin. I'm going to crush Cody. I'm going to crush Kent. I'm going to be the blah, blah, blah. For our space, they're going to be, oh, I'm going to crush Justin. I'm going to crush Cody. I'm going to crush Kent. I'm going to crush, right? And then they may even have a good first year, right? It actually works to their detriment if they do so. Because then they're believing their own shit, right? They're gassing themselves up and they go to this, all right,

I'm going to have an operation of I need 10,000 square feet, you know, office and I need to have 100 guys in here and i need to and you're like god damn like this is a long game dude and if you're not adjusting in the long game you might be a flash in the pan you might be able to buy the nice watches and things and whatever but are you having consistency is rare that's consistency is so rare like no one wants to be fucking consistent like this is boring bro yeah no yeah they did no one it always shows that that always dictates you know those people don't survive no no and then so to make those adjustments it's interesting because you know i just recently got married in january and congratulations thank you partner so but it's

interesting that that moment is where i started to readjust my goals because you know as a selfish single dude i was doing exactly what you think i was doing right i was in the club with a bottle popping right exactly what you think um but it changes right and so to tony's credit into your credit like we readjust i readjusted i'm more in my business now and i don't know if you feel the same way but quite literally i'm more in my business now. And I don't know if you feel the same way, but quite literally I'm more in my business now today than I have been for the last three, four or five years. I'll give you perspective.

COVID, uh, you know, there's, there's always blessings and the burdens, right? But like, dude,

I've been saying I was going to launch a podcast, put it this way. The room I'm in right now, you can't see it. It's a full podcast studio and shit, right? Like I got microphones and all that jazz, dude,

I, I built this. It was complete probably about a year and a half ago. Is that right, Paul got microphones and all that jazz dude i i built this it was complete probably about a year and a half ago is that right paul about a year and a half ago it was a year and a half i didn't make a podcast it took covid and the world shutting down for me to launch a fucking podcast actually film two we're gonna launch a second one too you know i i haven't created a new course like with you know i'll do live things right all the time very frequently but like an actual like step by step in a while then i do this 30-day thing the longest commitment i've ever done on

a commitment all real time building it and i create that now you know like in i've i've been more in my business than i ever have you know and and it all came from you know this little injection of of uh i don't know what you call it a blessing in this case you know, this little injection of, of, uh, I don't know what you call it, a blessing in this case. You know, I agree, bro. I literally posted again, like I got complacent. I have a new sense of drive and it's not because I'm doing something different. And that's, you know what I mean?

Cause people get gassed up, like they're going to change this shit. Okay. We can go do this. We can spin this. We can go make all this new revenue. And quite literally I'm doing the same shit, but I just have that new sense of drive right like that complacency left to say now i need to achieve certain you know goals to to your point that fundamentally i haven't yet and to do so i need to be eyeball deep in my business and you know

with respect to a business uh you know you you don't want a high-paying job right i get that but to get to some of these goals man if you're not putting in the work like if you have read Steve Jobs book or if you you know any of these icons Elon Musk is a great book he's in that he's sleeping in his fucking office that's how pop committed this guy is right like it takes that level of well i think too 100 i think the part of that like that's so important that people overlook but this is an applicable way of of reintroducing this concept which is doing the thing you love like to me what makes people sleep in their office is because they fucking love it like i believe you can only out will or like go against resistance

only you know no grand there's some really fucking disciplined people out there right like that and that's that's their jam but i think the people that fall in that category is probably 0.001 of the people who get to that level of discipline i think most of the people who you hear the obsession stories it's just because they were obsessed with it period so for example i'm obsessed with video games i have been since i was like four years old like i'm fucking hardcore gamer and i will play video games for 13 hours straight that's not because i'm so disciplined that's not because i'm so dedicated because i love it so much and other people like hey anybody here listening right now ever binge watched an entire season of something or multiple seasons of a show

it's because you loved it not because you were so disciplined i'm so disciplined i'm gonna watch them no no you weren't disciplined you loved it and so this is what we talk about of you know people say like make sure you love what you do you know i had a mobile oil change company like this is decade plus ago people are like what like i fucking know i guess i'm saying like i i hated cars i hated changing oil i knew nothing about them and so that company ended exactly how you thought it would i hated going to work i was resistant the whole thing like it just i didn't want to do it i didn't want any part of it yeah and that was the thing and so i was telling someone yesterday like for me the biggest thing and this is for everyone listening i really hope you hear me here because i don't feel like enough people are talking about matter of fact i would go

out to say i'm the only person talking about what i'm about to talk to about next and i'm obviously i'm obviously exaggerating but that is having fucking fun like there is not enough talk about making sure that you're having fucking fun because to me that's where all the things happen when you're having fun you're excited you're feeling fucking good that's when you want to create more that's when you want to do more that's when you want to wake up earlier right when you're so fun like you you don feeling fucking good. That's when you want to create more. That's when you want to do more. That's when you want to wake up earlier, right? When you're so fun, like you don't want to sleep because you don't want to miss a fucking minute of what's happening. Like when you're having fucking fun and too many people, we build a business, we get so serious. We want to be all logical and shit. And we want to overanalyze and we want to overthink,

et cetera. Just have fucking fun. How, ask yourself, how can I make the job fun today? You know, do i need to do a competition with my team do i need to put some cash giveaway behind it do i need to you know like what do i need to do to make it fucking fun and there's just not enough conversation around that and it really is a key factor into winning dude i 100 agree i i went directly into sales and building a team out of college i graduated u UCLA and I never used my degree, by the way. So all those people out there that want that diploma, I can tell you now I spent the money and it's pretty and I've never fucking used it.

Well, I'll tell you this. At least you spent the money and you got it. My parents spent the money, $200,000 in the University of San Diego, and then I didn't finish my last class. So there's the money's gone and nothing. Baby, good thing you're a baller, baby. Good thing you are rich and you're doing well. Good thing it all worked out because, you know, that was a heavy time.

That was a tough conversation. Hey, Mom and Dad, listen, I'm going to get rich, but I'm not finishing this class. It ended with us not talking for about a year. I believe it. Yeah, and rightfully so. Right. I can't, I wouldn't,

can't even be mad. Okay. I understand. What if your daughter, I know you have a kid or you have one kid. Yeah. Yeah. I got my daughter,

my little baby. I know your daughter. So what if she says that to you? What are you going to be like? Well, okay. Right. Well,

I learned from my parents mistake. I ain't giving her no money for fucking college. So I'm not going to bake myself that vulnerable. I told her like my daughter, honestly, I want her to be a millionaire by the time she's 16. Real talk. To me, she has a duty to. She has a duty to get there.

She has a duty to help that many people. She has a duty to put that much out there with the blessings that she has. She better not go on no regular path shit. Some parents are like, I just want my kids to be happy. Fuck that. You have a duty to serve. I want my kid to be dutiful and to fucking produce into the world and she will find happiness and at some point in her life maybe even in death but no i don't give a fuck about her happiness i give a fuck about her duty and her service and she better find some

damn happiness and i'll up in that so well i appreciate it man i'm not i'm not a parent yet but you brought your little girl around at the last event we spoke to us. I was able to meet her obviously incredibly beautiful, engaging, raised her right, right. Shakes a hand. She looks at your eyes. So she's amazing. I love the perspective of parenting that you're going with, right. It's very in alignment. And I want to show her stuff like that, right?

Like I want her to see it early. There's our daddy's on stage. Like, okay, like what's that? And you know, she's so young, right? She's only four. But like, it's so important for me to teach her those fundamentals. And my thing is I just want her to know everything that I didn't know by the time she's like seven. You know, and obviously I'm gonna learn all that,

but you know what I'm saying. Well, to wrap up, man, again, man, I can't, if you're not following Billie Jean, follow Billie Jean. It's at Billie Jean. Is marketing, right? Yeah, that's it. Get over there. But dude, the last thing, what was the adjustment? What was that goal when you sat down with Tony, and he hit you upside the head and said you haven't adjusted your goals? That's why

are you willing to say it live here on the podcast? What you adjusted your goal to be? Yeah, there was it was a million students. But the the i'll leave you with this you know what really made it made sense to me in full circle because you know there's tony robbins obviously as a teacher but then also me as someone who respects his path and what he's created and wanting to recreate a lot of those things in my own right was this is you know he talked about how he has an intimate relationship with millions of people it was like that's kind of some weird shit to say but let me think about what the fuck does that mean tony but then you know, he talked about how he has an intimate relationship with millions of people. It was like, that's kind of some weird shit to say, but let me think about what the fuck does that mean, Tony? But then, you know, when you think about the type of content that he creates, right, he creates content that saves marriages. He creates content that saves people from

committing suicide. He creates content that gets people to start a business case in point. I saw one of his YouTube videos a long time ago, and it was a big factor of me starting my own thing. And so because of that, it creates an intimate relationship. I was like, holy shit, that's true. And the difference is when you have an intimate relationship like that with someone, it goes beyond that of like a love for an artist or musician. Where it's like, you know, oh, I heard that song and it's cool. It's like you have to connect with somebody at the heart level. And when you give them a win in their life that they'll never forget they forever feel indebted to you and i i just understood the magnitude of his his reach more so than any it's just crazy right so anyways when i really assess

the type of content he created it made me come back and say all right like i don't want to just have a million students but i want to deeply impact these people and you know obviously i have a different skill set than tony but i can empower people. I can empower people who don't have, you know, financial aptitude, knowledge, literacy. You know, I can give hope and change to someone who's raised in the hood, who doesn't have any role models to look to, especially that look like them and give them a blueprint and give them tools and resources. And I can do it at a more affordable rate than anybody in the planet.

And I can talk to them and communicate them in a way that they understand and relate to. And that's really where my obsession has been. That's why I'm so proud of the 30 days of genius that we did. And then we just recently just made it for free. And I just want to give it to everybody in the world. And I want to continue creating.

You know, when you look at the John Maxwell's and things like that you look at how much content these people have put out I said I've been I've been lazy I need to I need to work six times harder so I'm excited for the new wave the new chapter and to look back and you know 100,000 okay here we are I'm gonna get to a million then it's going to be 10 million and and and then 100 million and so on and um you gave me shivers bro i mean you're a special cat dude and it's very apparent and you know thank you again um you'll there's no doubt in my mind you will achieve that million and then 10 million and beyond so i appreciate you um thank you for being on dude thank you for having me appreciate you billy gene is marketing offends the internet

i will warn your people though it is yeah it is, it is. Hold on. Hold on. Hold on. Hold on. This is very, this is not like a hype disclaimer. This is serious. The podcast is so insanely inappropriate. It is so bad. Like it is racist. It's sexually offensive. Like there's so much cursing. It's like annoying. It is is horrible but it has such good business advice each episode five to ten minutes billy james market defense the internet monday to friday but again if you're the person that gets fed about genuinely from the bottom of my heart do not listen to it and especially if you're listening here like i don't want you to go over there and be any kind of like turn off like but if you are that type of weirdo who loves

that stuff oh my god it's like the best thing ever it is bro i'm gonna listen i'm the weirdo bro so if you like my shit you'll love his shit it's just so much more raw like we cuss on mine but you go it's comedy too right it's like it's like it's like it's fun it's like it's it's it's humor it's ridiculous it's it's yeah do not listen to a matter of fact. I take it back. You guys better be listening to this shit, man. I appreciate you. I'm going to do the typical social media. Put your game face on. We're going to do – what kind of pose do we got here?

What we got? All right, we got it. Appreciate you, brother. Dude, we'll connect shortly. No doubt, man. Keep killing it, brother. Appreciate you. dude we'll connect shortly no doubt man keep keep killing it brother appreciate you