Ryan Pineda Reveals The Secret Systems Behind His Multi-Business Empire | #Success - Ep. 43

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This is The Russell Brunson Show.

What's up everybody? Welcome back to the show. I'm pumped today. I've got a guest who flew all the way from Las Vegas to here and he's leaving like an hour from now. So first off, grateful that he came all the way. Someone who first time I started seeing, I started seeing you popping up online everywhere and then we were at the event at the Muscle's house.

Yeah, yeah.

And I saw you, I was like, oh, I know that guy. That's kind of first time we connected and someone who I've ever since I've been watching everything you're doing. It's just fun watching you and watching your business and your growth. And, uh, just really enjoy our conversations and pumped that you're willing to come fly here. So his name's Ryan Panetta. He's got a really cool company, doing a lot of cool things. But first off, thanks for flying out, man.

Yeah, no, I'm happy to be here. It's funny, I was telling you, you know, my first exposure into the, uh, now what I know is the internet marketing world, uh, was through you at our Cardone's event back in like 2018.

That was the one we set the record.

Yeah. I literally had no desire to ever get in the education space or anything. And then, um, you made a compelling pitch and I was like, I don't even know what I'm buying, but I'm going to buy it. And like, uh, I read Expert Secrets and I was like, okay, this makes sense. And I think like the big thing for me at that point was, you know, I was, I was flipping houses, doing real estate, but I don't know. I just didn't want to be like a guru. And then you kind of like made the argument of like, oh dude, like by not sharing your knowledge, you're like doing everyone a disservice. And it really made me look at it differently.

Yeah, interesting. So that was what your full-time thing was, just fixing and flipping, that kind of stuff at the point?

Yep, yep.

And then that was the decision to— because you do more than real estate stuff now, but was that the very first— what was the first product, I guess, you created after that?

Yeah, you know what's funny is, um, up to that point, you know, I was already making a million bucks a year just flipping houses and stuff, so I didn't really care for the internet world. But after that, I was like, all right, I'm gonna write a book. So I wrote a book. Then I was like, I'll make a course. So I made a course and I literally did not sell it or do anything. I didn't understand marketing. And so I just thought people would buy it.

Yeah. Why aren't they buying my stuff?

Yeah. I'm like, why do I not sell? So I literally didn't sell like any courses. I sold one the first year and I was like, man, this sucks.

You just sold one?

Just one. Literally I sold one digital course. And this was 2018, right after, you know, and I took action quick. I read the book. I'm like, okay. And I wrote my book within like 2 months.

Oh wow.

And then I made the course based off the book and like, I, I was following all the steps, but I didn't follow the step about like actually marketing it and, and doing webinars. I didn't wanna do any of it. I'm just like, people should buy it. It's so good. And then, um, no one did. So I kind of—

how'd you sell the one though?

I, I just post on Instagram and someone bought it. Yeah. And that was it. And I didn't have a following at the time. So, You know, long story short, like 2 years pass. I don't really do much in education, but I'm still just doing real estate. And then it wasn't until I got on social media organically that education really actually started to take off. And then I'm like, oh, okay. I understand. Like, I gotta market, you gotta get traffic, you gotta have a landing page. Oh, I don't even have a VSL. I don't have any of this stuff. My offer sucks.

And you start putting 'em all together.

Yeah. And I'm like, okay, I get how this works now.

Yeah. Now you're in the game.

Yeah.

Well, I want to step back before we get too deep into your business and try to understand it. But like, um, uh, I think one thing I connect with you also is just the fact that you were an athlete prior to this, right? I think a lot of people come in this world and they're trying to figure it out. And, um, I feel like the athletes who come into the business world have a, have a unique advantage. And I'm curious to your thoughts because you played baseball, um, at a pretty high level, right?

Yep, professionally.

What do you look like, like, you taking the jump from, from athletics into business? What were the big benefits or what were the things that I think you got from sports that helps you be successful in, in the business world?

Yeah. I mean, I think you could agree with this, like in sports every day you're competing every day. Um, you don't feel great, but you gotta still perform every day. You have to just deal with constant challenges and opponents and what— and your opponent could be competition. It could be Facebook. It could be the algorithm. Like it could be anything. Right. And for me, it's just like, I'm never gonna complain about what's going on in the world. I'm never gonna complain about cost per lead or any of this stuff that I see lots of people complaining about. It's like, guys, just deal with it and just keep moving forward. So I think it's just the mentality of, look, if we're gonna play the game, like, let's just play the game. Let's not complain about it. Let's just keep pushing forward no matter how hard it is. Mm-hmm.

Um, How many years you play baseball?

Well, I played my whole life, but I played professionally for 8 years.

Okay. What was— yeah, what was your, like, your highest high and your lowest low through baseball?

Well, the lowest low is easy. The lowest low is the first time I got released. You know, I was 23, almost turned 24 years old, and the Oakland A's released me and they're like, hey, you know, you're not good enough.

And Is that a phone call or a letter?

How do they know? Is in spring training. Sometimes it's those things, but this was in spring training and, you know, they just call you in the office and they're like, hey, you know, we're going to go a different direction. It's kind of like getting fired, you know? And I mean, you just got to imagine when you're a young kid and you're always the best and then, you know, you're 24 and your dream is just taken away and it's like, now what? And so that was the first time in my life I had to contemplate oh wow, like baseball might not be my future. And at that point, I didn't like real estate, I wasn't doing social media or any of the stuff, it was just all baseball.

So was that the end of the career?

Yeah, you know, I thought it was the end. Um, I had played 3 years with Oakland, and then I ended up playing 5 more seasons, um, in independent baseball with other teams and stuff. So, but, but during that time, during that 5 years, I kind of like was like, all right, this is not— this is for fun. Like, this is a long shot. If it works, it works, but I need to start prepping for what's next. And so that led me to real estate and everything else.

Did you have a teacher in real estate, or just kind of figure it out on your own?

You know, my mom was a realtor. She's been a realtor now for over 40 years. So in one sense, like, you know, she was there, like, I saw it, but I was never interested in it. Like, I was just interested in baseball, you know. It's like if your kids are super into wrestling, I, I don't know how much they're into digital marketing, right? That's kind of how it was. Um, so it wasn't ever on my radar. It's just I knew she did it. But when I got into it, I mean, you gotta also remember, like, I got in in 2010 originally when it was the worst market ever. I mean, we had just had the crash, you know. The average home price in Las Vegas was like $100,000. So it's like great time if you had money to invest, but if you're working off a commission, what's 3% of $100,000? It's $3,000. And it was so hard to sell that house because no one had money, no one could get loans, everyone had bad credit. And it made me really like not even like real estate because it was so hard. And that was kind of like now in hindsight, thinking back, my first experience dealing with like maybe not like optimal conditions for an opportunity, you know. And then I kind of just didn't even want to do real estate after that. And I did. I left for a long time. I was a realtor. I left for a couple of years. Then I didn't get back into it till 5 years later, flipping houses.

Okay. What got you back into it at that point?

Desperation.

Like, I'm out of money.

Yeah. Like, once again, I just— I had played minor league baseball for 5 years. Making $1,200 a month, and I was broke, and I didn't have money, and I just got married. And I'm like, how do I provide? How do we, you know, survive? And, you know, I think I was just praying one night, and God was like— literally, I'll never forget this— I just heard real estate. And I, I haven't ever heard God's audible voice or anything like really much ever since then. But like, real estate just kept popping up, and I was like, huh, I hate real estate, why would I do this? And then I saw this TV commercial about flipping houses for no money, and as this like scammy infomercial. Um, but I just felt something like looking into it. So I looked into it and I'm like, oh, okay, there's like this wholesaling thing, there's this, you know, hard money thing, there's all these things. Like, you can actually flip if you don't have money. Like, I know I could hustle and get deals, but I don't have money. And so that kind of led me down the path.

So interesting to hear you twice now. Like, you're like, I didn't want to be a coach, but I got into coaching. I didn't want to do real estate, but got into real estate. Like, I think a lot of people come to my work because they do want to be a coach and they're trying to figure out, they struggle. But for those who like, like, I'm not passionate about this, why should I be doing this? Like, how do you, inside of an opportunity like both of these, how did you find enough passion to actually do it? Because it takes a lot of, yeah, a lot of work, right?

And you just brought up a good point that I've told people before too. Like, even what I do today, I don't really care about social media. Like, I really don't get all fired up to go film and do podcasts and like script a video, okay? Like, it doesn't really fire me up. Like, I get fired up to go play golf, to do cool fun stuff, uh, to do—

fly to Boise.

Yeah, fly to Boise. No, I'm fired up to do that. I, I love doing that. Um, I enjoy ministry. Like, I enjoy those things. Um, but most of the things I have to do on a daily basis, I don't necessarily enjoy. Now, I also don't hate them. I'm just kind of like indifferent, and I just happen to be good. So it's like, I don't believe this thing where you have to follow your passion. Um, I believe that you do whatever you're naturally skilled at, and then you use the results from that to fuel your passion. So because I have a business that can run itself, I can go golf and give and do the things I want to do because my real estate business has been very good for a long time. You know, it's, it's made me money and it's given me resources and things. So, um, I more so like would encourage people who are trying to figure this out, to think about the end result you look for and not so much worry about the vehicle of how it gets you there.

Yeah, I think, um, it comes back to sports, you know. Like, for me, like, I love competing. Like, I knew there's— for me, wrestling, there's a tournament, there's a match. I love that. But then everything leading up to that was like cutting weight, not eating or drinking so bad, you know, working out, lifting, running, waking up early, tired, sore, you know. It's like you go through all that pain for like this, this You know, wrestling, it's a 6-minute match to get your hand raised, you know? Um, I think a lot of people, when they get into entrepreneurship, it's tough for them because again, they're like, this isn't fun, this is hard. And they just stop. They just keep— I was yelling like, stop stopping. Like, just keep going. Like, you can do the things that aren't necessarily the most fun if you're like looking forward to the thing over there, right? Which is whatever they are passionate about.

Well, I was talking to you before too, like about that webinar you did that was like kind of your guys' first major breakthrough. You said you did it 80 times live. You evergreened it and all that. And I'm like, there ain't no way anyone could like doing 80 webinars, even if you're the, the king of webinars. Like, that's gonna get so boring, the same presentation, minor tweaks, you know, this and that. But yet you did it 80 times. And I was like telling, um, you know, some buddies here, I was like, man, the thing I respect the most is people that have longevity, because longevity requires you to do the same things over and over again over and over again. And it's so boring. And we live in a world of shiny object syndrome where everybody wants new and everybody wants to find the hack. And it's like, no, dude, the boring stuff is literally what builds greatness.

Yeah. A lot of it. Over time, compounding, keep putting it in. So, okay, let's transition back to the, to your coaching business then. So you sold your first course.

Yeah, it was great.

By chance.

At least you sold the one.

A lot of people never, you know.

Yeah.

So at least you had like the proof of concept. With like, okay, someone paid for this. Um, but you, cause you're right now, do you guys run paid ads?

You, you 100% social? Yeah, we do now.

Okay. Last time you weren't quite there or doing much of that, so.

Yeah. You know, so it's interesting, right? Like I had really not much success in the education space my first couple years. Then I start making YouTube videos, TikToks, everything during COVID And you know, it goes from basically like zero to we almost did a million bucks just organically. And I'm like, oh, this is cool. Like, I'm like, that, that's a lot of money. You know, it's like pure profit. Then the second year we did $3.5 mil, like pure organically. And I'm like, wow, this is like a really good business. You know, like the profit margins are crazy. And then the third year we did $10 million and very little paid ads. I mean, I, I don't even remember the numbers, but maybe $1 million max. And, um, you know, so you can do the math. It was a lot of money. And you know, from there I just kind of realized like, oh, okay. Like you kind of stall out organically if, even if you're super good. And so I finally started dabbling in paid ads, you know, that year. And now I'm like very heavy in paid ads because I now see like we, we're in a different world today where it's interesting cuz like the way I always looked at it was all the paid ad guys, you know, they made such easy money. 8 years ago because nobody's doing it. Cost per leads are low. Like, it's crazy. Um, now, you know, your customer acquisition cost is so high. How do you, you know, become profitable and all these things? And then organic is harder than ever because there's so much content out there. And so it's like, everything's harder. So like, what do you do? And I just came to the conclusion that it was like, okay, I think the optimal thing going forward is that you're gonna run paid ads to sell, and then your organic is gonna basically nurture and convert. You know, it's like, all right, they're gonna get awareness of me with paid. They will even convert on paid too, but I don't even really wanna pitch anymore in the organic. I want it to just be the proof and all these people I'm attracting paid to, you know, come visit it and be like, okay, this guy's actually the real deal.

Yeah. Interesting. That's very interesting.

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So, all right, so with your social stuff, I wanna understand, Again, I'm getting— I think I feel like we're having more and more success with social, but we're still, I feel like, beginners when all said and done, you know what I mean? And, uh, I'm just curious, like, when you did start social, like, what, what did the strategy look like? What's it kind of become over the last, the last few years?

Yeah, so when I first started, I said I want to be known for something. And so at that point, house flipping was like the main thing. And I said, if I could just become the most known house flipper, you know, on TikTok and YouTube and these platforms, then My goal is good. And I felt like within a couple of years I had did that, you know, and, um, you know, sure, could I have like really hammered it even more and tried to like, you know, plant a flag and whatever? For sure. But I also kind of got bored of it. And so it's like, dude, I can only talk about flipping a house so many times. So eventually I started to broaden out into things that actually interest me more so, which was like all things of entrepreneurship, um, faith, you know, like anything and everything. And I went more broad and it's been great. You know, you attract a lot more people. Now you may not monetize those people. Like I always tell people, like organically, truly, if you really like wanted to optimize for money, you should stay in a niche and you should just hyper-niche and every piece of content be about that thing. But at the same time, like, will you burn out? Talking about the same thing over and over again. And for me, I knew I would've, like, I want to build something that, you know what, I can be on social media for the next 30 years. That's how I see it. So I'm looking at it like, what could I possibly do the next 30 years? And it's like, well, I'm going to have to talk about a lot more than just flipping a house.

Yeah.

So, you know, that's kind of my mindset on social now. I would also say another belief I have is that longer content is always better. Um, I think Reels, TikTok, all that stuff is like how we would view an ad. And then, you know, your YouTube video should be like a webinar and the longer the better. I mean, YouTube wants you to be on the platform. It's just do the math. Like YouTube promotes, look at the biggest podcasts in the world. They're all 2, 3 hours. Like they want you staying on for 2 to 3 hours. So I think Is that your strategy?

Are you doing shorts to push people to longs? Are you doing just on platform or cross-platform, or how do you guys think about that?

Yeah, we used to do a lot of like shorts and clips on Instagram and everything to try and push them to watch the long-form YouTube videos. But, you know, the algorithm's always changing. So I'm kind of even at a point now where I'm, I'm more so focused on just going to stop repurposing so much and start really making more intentional content organic or like on short form. So instead of them just pulling the clips from this, right? Like it works, but I could get 10 times as many views if I just actually thought about something and said, okay, you know, here's the reel I'm gonna make. You know, for instance, I talked about yesterday tariffs You know, they just had the tariff deal and it's like by just being intentional, that video gets 10 times as many views as something else, cuz I'm just actually thinking about it. Um, so I would say that I would more so, instead of trying to push them to long form that way, I would more so focus on just making great content for the platform and then expect that that platform's gonna have its audience who likes that platform and they're gonna, organic, the algorithms are getting so good that they're gonna post, they're gonna recommend you to other people. So it's like you said, like we met and then, you know, you started just getting recommended my stuff and it's like, that's how it's, it's just gonna keep getting better. So I don't know that there needs to be as much cross-promotion as before.

Yeah. I think we did really good too. Like you said, the tariff one, right? Like you're, you're paying attention what's happening social or like, you know, people are talking about in the, in the market. Like I remember, I think it was October 6th after everything happened in Israel, Gaza, like that kind of thing, right?

Yeah.

And like 2 days later, a day later, something, you posted this whole video and I was like, oh, it was a great video. But also it was like, it was very much trying to explain.

Yeah, it's controversial.

Yeah, controversial. Trying to explain the, the, yeah, how this has been happening for so long and why and everything like that. Um, but are you looking for those things? Like just waiting for what's happening every single day or just waiting for the right opportunity where you've got something to comment on? Or how do you do that?

I should do that way more. So that's actually like what I'm having the team focus on is like, because I don't watch the news. So like, I'm like, guys, subscribe, bring me good stuff. Yeah, I'm like, subscribe to freaking Morning Brew and every news, pop culture, economics thing you can. And then let's, you know, come to me. I mean, look, it literally takes 1 minute for you to bring me a piece of news, react to it, and then you guys could go make the video in an hour and like that could get hundreds of thousands of views. Why would we not do it? Versus like, think about it from a time efficiency standpoint. They gotta sit through this hour podcast anyway and look for a clip. Like it's harder to find a clip on this podcast than it is to come up with a topic and then make one right then.

Yeah.

And, and, and coming up with the topic will get way more views. So that's the, and it took me years to realize this cuz I've just been having them do this cuz it's easier for me. I'm like, dude, you know, I'm just— go find good clips.

You're talking all day long. Just grab something.

Just grab some clips. And that worked for a period, but I think that as competition increases, as the quality of people's content increases, that's just not as effective. Yeah.

So how do you— just going back to that clip specifically, but you weave your faith into a lot of what you're doing.

Yeah.

Which I do similar. Most times it's fine, but every once in a while you hit on a chord that that causes controversy. How do you navigate those waters? Or do you, or what's your—

I just don't care. Yeah. You know, I think it goes back to the end result of what you're doing. So at the end of the day, right, what is the end result I'm trying to achieve? And I think that there doesn't have to be like one main thing, but like I could tell you, okay, so my end result is number one, I want to do this a really long time and I want to do it in a way that's, yeah, like, okay, I wanna do this for a really long time. So how am I gonna do this for a long time? Well, I'm gonna do it by not being inauthentic. I'm gonna do it by just being who I am. So that means that who I am is going to be flawed. It's going to be controversial because not everyone's gonna agree with everything I see or I believe, and that's okay. So, okay, that's number one. I'm just gonna be who I am. Number 2, okay, like what are the next most important things to me? Well, you know, yeah, I wanna see my businesses grow and everything else. Like that's definitely an element. So let's make sure we make enough content that would directly correlate to growing the brand and business and everything else. 3 would be, okay, faith, you know, faith is such a huge part of my life. And in the end, when you really think about it, end result-wise, what's the end result we're all gonna have? We're all going to die. That's all of our end results. And so if you're not sure of what you believe when you die, to me, that's like the most fatal mistake anyone can make. And yet we live— most people live life not even thinking about it. They're like, oh, well, you know, I'm so busy with this problem and that problem and this next big thing and that big thing. And nobody really contemplates like, what does the end truly look like? And if you don't have a good answer for it, well, depending on what you believe, there are different consequences for that. Ignorance is not in any denomination or any religion like an acceptable answer. Yet so many people choose the idea of like, well, you know, I think, uh, if God's good, he'll figure it out. It's like, what religion is that? There's not any religion that says that. That's your religion of how you hope things go. So anyways, um, all those are important to me. So like, I don't really care about what happens in between those if those are truly what I'm looking for.

Yeah. Do you, in your events and stuff, do you bring a lot of faith into those as well?

Yeah. Yeah. So, you know, WealthCon, so I mean, we have two different events. So we have Wealthy Kingdom, which is our Christian nonprofit. So that's all just faith-based. And so everybody, you know, those, most of those things are free. You know, we got Bible studies, we got all these things.

Is that a local thing or do people fly in for that?

Well, we have Bible studies all across the world. So we have— last year we had over 3,000 meetings in people's offices, homes, all that stuff. So that's just everywhere. Um, and then, you know, yeah, we have live events like people can fly in for. We have, you know, community, just like, you know, all the normal things we do just in normal business. Um, we do it on the nonprofit side. And then, you know, for the for-profit stuff, we have Wealthy Investor for real estate.. And yeah, I mean, at that event too, we also always incorporate faith. And once again, I don't ad— I don't even advertise that as a faith event. It's just like, oh snap, they're doing like a worship service right now. Like, what is going on? And I'll be like, well, you know, this is important, so I, I'm not even gonna put in the schedule. Like, you, you can be offended or not, but I don't really care. It doesn't matter to me.

Yeah.

I think it's interesting when people get offended by, anyway, It's always, it's always fun for me because you get that, you know, we do our big events and there's always almost every presentation there's like 98% people happy and 2% offended no matter what the presentation is.

Yeah. Yeah.

And so it's like eventually it's like, well, someone's going to be offended no matter what. So we should probably just do what we feel like we should be doing, you know?

Well, and what's crazy too, like even at your events, like, okay, you know, like the number one offense that maybe people have at events is like selling, right? And it's like your whole event is people who want to sell.

You came here to learn how to sell, therefore.

Yeah. Like, so nobody should be offended at yours. Um, but yet people are because you can't please everyone.

Yeah. Yeah. People are tough. Um, you've changed how you do your events in the last— since last time we hung out, didn't you? Because you guys were doing them quarterly, every quarter. So what's the model? I'm curious, like, why you shifted away from that? What the new— yeah, because you're putting 1,000 people a quarter.

I was—

because out of your office, I was like, that seems so stressful to do an event with 1,000 people.

Yeah, truthfully, I mean, talking to you, so, um, At that point we were doing it every quarter. We did that for years and it wasn't a plan. It just like happened and we got used to it. And so it just became a thing. And, you know, I really sat down and thought about it and I'm like, yeah, I mean, these events really aren't even profitable. Like they're more fulfillment than anything. They don't lose money, but they don't really like go light the world on fire. Definitely not a good use of like return on time and the amount of effort to fill in the day. Yeah. Time, effort, everything. Yeah. Not a bad or not a good thing, but You know, on the flip side, how much brand value did it build? Like, it was a lot of work and very few have done that. And then like also too, it's like we know how to throw really good events now because we just did them so frequent. That being said, um, I've actually learned a lot since you came to my office and we talked about these things. Um, one of the things that I realized was, you know, I definitely wanted to start getting recurring revenue. And so we had talked about that and we went from just pure high-ticket coaching to everything's monthly now. And that's grown and scaled far quicker than I thought. And so I'm excited about that. And really the events are obviously a core part of that. It's interesting because we used to always just sell book a call. When you have organic, you can kind of get away with book a call. Because they're already prepped. But when you're trying to get cold audiences, it's like, man, I could never figure out why book a call didn't work. And then as I got older—

watched 14 hours of your videos first.

Yeah. I'm like, why can't— like, I don't get why they won't buy. Everyone else buys. And it's like, dude, they just heard about you like a minute ago, you know? And so I'm like, okay, this is why webinars and masterclasses and challenges—

I understand there was a reason I was doing these long webinars every day, literally to this point.

I— but no, Even when you were at my office last time, I never did 'em. I just never did 'em. It just, I'm like, why do I need a webinar? Freaking people book a call and buy. And now everything is webinar and 3-day event virtual. And so that's what we ended up doing. I started saying, you know what, let's do a monthly 3-day virtual workshop and see how that goes. And it crushed with like little effort. I'm like, okay. And then I had a conversation and, and, you know, to do that too, I stopped doing the live events and I said, okay, I'm just gonna do like one big live event a year. Cause that's like industry standard. So like, no, nobody should be mad that we're, we're, we're gonna move to that model. Right. And so I start mastering these monthly ones. I start mastering webinars and, you know, like you, I, I probably did the same webinar, not 80 times, but 30 times. I'm like, okay, I can see now the tweaks and the presentation. Okay. Um, and then I had this conversation with this company that was doing over $100 million a year. And I actually had this conversation with a few people and they all said the same exact thing. Uh, you know, they started teaching me about CAC to LTV and payback periods and all these things. And they're like, man, you know, the key metric is obviously like, yeah, you know, CAC to LTV and You know, CAC is increasing, so can you increase your LTV? But how quickly can you get paid back? And I was like, yeah, I never really thought about that metric. And then I started to just think in hindsight of what I had been doing because like I'm used to a long payback period from being in real estate. So when I flip a house, I put up all this money and then in 6 months I get paid back and make profit. And so that was normal to me. And then when I was doing the 90-day events, it was like, oh yeah, you know, I put up all this money On day 90, we make it back and, you know, whatever profit. So then I got into the monthly virtual. I'm like, oh snap, we just made all our money back in 30 days. Plus, you know, all this recurring revenue. This is like a way better model. And he was like, yeah, so why are you doing it monthly? And I'm like, what do you mean? He's like, why not do it every day? And I was like, dude, I'm not doing a live event every day. Like, that's crazy. He's like, who says it has to be you? I was like, huh, I've never thought about that. He's like, Ryan, you know how many webinars I do a day? My company. I go, how many? He goes, 16 live webinars a day. I was like, you guys do 16 live webinars a day? How? He goes, I have 5 people whose their only job is to be pitchmen and do webinars. They do 3 a day each. I was like, oh my gosh, that I've never even considered that. And he's like, imagine if you did it every day, right? You think your show rate would improve because it's coming up the next day? You think that your payback would get quicker because you're getting them right then and there? I'm like, that makes a lot of sense. So I just immediately said, well, let's just start doing these, um, 3-day workshops every week. And so we did it and I just started to see my payback happen weekly. And I was like, okay. I get how to scale now because now it's like I can just cycle the cash so much faster. And I'm now getting all these cold people instead of it— instead of them before becoming aware of me and, you know, maybe they get my book and then like 6 months later they become a customer. Now it's like you're forcing those 7 to 10 hours that they need so fast and It's been, it's been crazy.

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Oh, he's spending, I know he's spending about $2 million plus a month. Okay. Yeah.

Do you know what they're spending per registrant or per lead on those kind of things?

I know they do a lot of stocks and financial stuff. If I remember correctly, he was telling me they'll have anywhere from 100 to 200 people on.

Okay, each per thing. Wow, that's pretty cool. And then for yours then, so you're doing a week— a weekly 3-day. Yeah. Is it evergreen or is there somebody else actually facilitating or how does that work?

Yeah, so that was the thing because when I would do it monthly, I would do, you know, all 3 and I was like, oh dude, I'm not doing this every week by myself. So now I actually work the same amount of time but It's every week. And so I spend about 3 hours a week doing that, and then my team does the other 9 hours.

Okay, so you're coming in actually, actually live teaching? Yeah. Which day of the week is your day?

Wednesday to Friday every week.

Which days, or do you have different days you're doing like an hour here and there?

I just do the beginning every— okay, Wednesday, Thursday, Friday, 9 AM to 10. I just do that.

So do you always have to be in town? What hap— how are you gonna feel?

Well, I don't leave town. Pretty good.

Like, this is Boise right now.

I know, but today's Tuesday.

That's why you're flying back tonight.

You got to— you got a webinar. No, but honestly, I don't even need to be there for it. I mean, truthfully, I do it right now because I think it's back to the principle of I want to do it so many times.

It's so good for them to connect with you. Like, you go to Tony Robbins event, Tony's not there, you're going to be frustrated, you know what I mean? Even if he's there for 15 minutes, like, okay, we got to see Tony.

So yeah, and I think that that will be the future. I think the future will be eventually I only need to do it maybe one day, you know, an hour each week just to make an appearance at the stage, give credibility to, you know, everyone that's gonna be speaking. Yeah. And interesting. I think that that's gonna be the future. Um, and you know, I was just thinking about it too and I was like, all right, I mean, what I'm doing isn't like anything crazy or innovative, you know, it's like, it's just a preview event with a 3-day workshop. Like it's been going on for literally, 40 years, so it works clearly. Like, I don't need to reinvent the wheel. Um, I just think what's different is not necessarily— yeah, the marketing is— I've— it's new to me. But, um, what's different now too is the offer in that, you know, with most education, right? I mean, it's, it's not recurring. It's usually cat— you know, you got to get a lot up front, whatever else. And, you know, now we're like, no, you can pay $1,000 a month. No commitment, no contract, not— and people are like, what? And it's like, well, how do you make sure that you get people? Well, it's because now we give them everything. So like, the offer got so much better that it literally is the best. It's like, we give them leads, we give them softwares, we give them coaching, we give them funding. And yeah, I mean, it's, it's starting to scale quick. I think we'll be, you know, within the next few months over a million a month recurring.

That's amazing. Yeah. Okay, I wanna walk through the model a little more so I can make sure I understand. 'Cause I'm a funnel guy and this gets me excited. So is this a paid 3-day or a free 3-day? Paid. It's a paid day. How much they paying?

So there's an evergreen free masterclass that's 90 minutes.

Which is a webinar. Yep. Is that where you're driving most of the ads to is the free webinar?

All of it. Okay. All the ads. Yep. So I mean, as of this, I'll just tell you like real numbers as this currently stands as of today. And I want to raise it, but I spend about $60,000 a week promoting that free class. They buy a $47 to $250 ticket.

Real quick. So the free class, how many would you register for that much?

You know how much you're paying? Yeah, it's like on average $18 per lead. Okay. Yep. So $18 a lead, majority cold. Um, you know, they all go. I think because it's evergreen, our show rates may be like 40%. And by the way, it's funny that I know these numbers. I would have never known this.

I know, I'm proud of you.

This is really good. Yeah, I would have never known these 2 years ago, but now I'm like literally a nerd. So, um, it's like 40% show rate, 8% purchase rate.

Um, the purchasing is a ticket for how much?

$47 to $250.

Okay.

Yeah, depending on bumps and VIPs and yeah.

Okay. Do you actually on the webinar, are you pitching just the $47 and the funnel upsells them or you, you don't have options?

I give them VIP or GA and then they can do an order bump. That's it. There's no upsell after. Yeah. The upsell after is just like show up. Cause the, cause it's happening so quick. It's only in a couple of days. So, um, yeah. Then they come to the 3-day event and then yeah, on the 3-day event there's 2 options, $1,000 a month or $2,500 a month.

Uh-huh. Can they buy yearly or the only, only recurring?

So it's interesting. I currently don't pitch a yearly, though people can buy it later. Um, I do pitch a 3-month with a discount on the $2,500 because what I found was originally, yeah, I would do a yearly on like $1,000 or a year or 3-month on the $1,000 and like everyone opts for that. And I was like, well, I don't even want them in that, you know, I want them in this. So I only give the deals for the true core offer.

Yeah, that's really cool.

So you can't even buy a yearly of my like $1,000, and I tell them that. I'm like, I don't want you in this. This is only if like this is your budget, but the moment you get a deal, you need to jump up. It's literally called Rookie and All-Star.

So you say $1,000 a month till you get something happen, then you upgrade to the next one. That's really cool.

Um, because you'll get more leads, you'll get the mastermind, all that stuff.

Yeah. Uh, yeah. What's the difference in deliverable? The, the leads and the mastermind?

Is it, uh, that's the core deliverable for the $2,500? Well, both of them have leads. Oh, okay. But you get more leads with the $2,500 and then you get, um, the mastermind and all that.

That's super cool. Yeah, dude, that gets me excited for you. Yeah. And then, um, okay, so someone's watching the Evergreen. Let's say they come on the Evergreen on Thursday, just hits the next— the next— one of the next cycle is next cohort, Wednesday to Friday. Yeah, she always tell them starting this Wednesday, and then could be 10 days or whatever.

Well, the ads will just be for whatever is the next Wednesday. Yeah, yeah. I mean, it doesn't— the Evergreen doesn't say a date. It just— when you click it, you can see the date happens to be Wednesday. Yeah.

All right. Where, where can I go watch your funnel?

Where do I— I'll send you the link. Yeah. I'll send you the link.

I'm in. Everyone go check it out. Go funnel hack it.

Go hack it.

All your numbers get all messed up.

Cause my people are like— Yeah, actually, you know what? Don't check it out, guys.

Yeah.

Don't look. You know, one thing I'm also thinking about too, I've been, you know, shout out to my friend Morrison. He's got a Webinar Fuel. So we, we've been doing it on that, but I've been talking to him a lot about how to optimize it even further. And he's like, well, you know, you could send people to a challenge who don't buy a ticket., and I'm like, huh, man, like, this is like so complex. So now we're gonna like send 'em to an evergreen challenge if they don't buy a ticket. And then it's like, and then I started to think about it. I'm like, well, what if literally the challenge was the exact same days as Wednesday to Thursday and the team's just watching both, you know, simultaneously. So now you have an evergreen and now you have a paid.

And the challenge would push to the actual paid as well, just longer form version of it.

I think you just straight up pitch. Yeah. Yeah. Like, yeah, I, I think the challenge is just going to pitch too. That's really cool. I haven't tried it yet, but I'm just like, why not just get to the sale?

Yeah, that's cool. Anthony's really good at tinkering and like optimizing little things for— anyway, he's, he's brilliant with that.

Yeah. He's the one who really got me to think about evergreen and, um, do the on-demand type, uh, show rate. Because our show rate was like 30% before and he got it up to 40% by just some things he was helping me with.

Yeah, that's really cool. And then, so that's happening, those are rolling every single week, adding people to your continuity. And then your back-end event, is it just sold to all those buyers once a year? Is that kind of where—

well, I mean, I'll, I'll, I'll get new buyers too from it. I mean, honestly too, my plan with that, I was thinking about this, um, yesterday, was, okay, you get a ticket to, to WealthCon, which for if anyone wants to go, it's, uh, October 31st to November 2nd, real estate event. Um, but why not just give them a free ticket to the virtual workshop now? You know, why do I have to wait 4 months to convert them? Why not just convert them now? There's a thing happening every week, and then, you know, you go and get them on recurring and stuff way sooner. So now you're ad spend on the event is way lower. Uh, well, not lower, but just better ROAS. And then at that point too, at the event, you know, you can make the offer for annual and people have now like seen it's legit. And so I'm kind of looking at it that way too.

Yeah, dude, it's really cool. It makes me happy. I feel like from like last time we hung out to this time, dude, you got like a machine now that's just cranking. Like that's, yeah. Um, That's really exciting.

Well, like I said, I think it was like your linchpin idea. I was telling you this, I, I just never really thought about coaching as recurring, and I don't think most people do. Most people are just—

they want the high ticket, get all the money now.

Yeah, yeah. And I think to a degree, when it's education, you kind of have to, because once you learn something in the first however many months, it's like, all right, you know, it's just like diminishing value. And so the idea is like, okay, well, how can you have something that doesn't diminish in value? Like, that's true recurring. That's why software works. It's like you have to have it. Yeah. So I thought about that from the real estate point of view, and I'm like, what do they have to have? They're gonna buy whether it's from me or anyone else. It's like they're gonna buy leads. You have to have motivated seller leads. They're gonna need softwares no matter what. They're going to need, um, you know, funding for their deals, and if I make them more successful and we could fund all their deals and make a point on every deal, I mean, how does that increase the LTV? Like, so I'm just thinking about it now from, I guess, less of a high-ticket guru and more of like, okay, let's run this like a real business that's trying to build recurring revenue, enterprise value, lifetime business, like, or lifetime value. What would you do? And I just don't see many education guys doing that. And I think, um, maybe, and you have been doing it and I don't know if it was like really part of the plan or it just kind of happened that way, but you know, ClickFunnels was that. It's like, I'm gonna teach you all this stuff and guess what? I mean, you need this thing to run it and nobody else really has done that. It's just like, yeah, I'm gonna teach you all this stuff and You know, after all this stuff is learned, you're kind of out for most people unless you have a new thing you're gonna teach 'em and a new thing.

Then you create a new thing every—

yeah. Yeah. And then I gotta, oh, I got a new offer. Now I'm gonna teach you content and now I got a new— that's what I used to do. Oh, now I'm gonna teach you this and now I'm gonna teach you that. And now I'm just like, you know what? How do I just make it so that you have to pay me because it's your, your business relies on it.

Yeah, it's really cool. Well, dude, I'm proud of you. I'm excited for you. I'm excited to go funnel hack and watch your whole thing. Yeah, dude. Which is what should be really fun. It's interesting. In my Atlas group, the guy, the guy doing like $80 million a year off of a weekly challenge every week, just running weekly. We got ours now running once a month and he's pressuring me like, do you got to move from monthly to weekly? That's the shift.

I'm like, maybe this is your sign. I know.

Maybe I got 2 people now hitting me up.

I got to— I don't do $80 million a year. So I mean, but I could see how you get there doing it weekly. Yeah. Yeah. Like, because you don't have— I thought about this too. Like, you, you have a, a once a month, right? I mean, it's a lot of pressure to perform when you have once a month. So it's like, dude, we had a bad week last week, but it's like, well, that next week we'll try again. Yeah. We got this week. So thankfully we didn't have all the budget on that one, you know, for sure thing. So I, I do see a lot of benefits with weekly and diversification.

Yeah. We had one webinar recently. We, we crushed like how many people registered and then we got on Zoom. And Zoom wouldn't work. Like, literally the button disappeared for me to do my screen share. It's like, it's gone. I'm like, I'm like, what's up? What's up, everyone? I'm like, I'm gonna share my screen. Like, I'm like, it's gone. I'm like, did Zoom move their button? Like, everyone's like, no. Like, the button for me to show my screen is gone. Yeah, there's no green button.

Demo. Yeah.

So like, I close Zoom, I come back, no button. Close Zoom, the button appears. Okay, I click play, nothing happens. Dang. We had, I think it was 5,000 live on waiting for me and it was a nightmare. We ended up figuring it out 45 minutes late. It took us 45 minutes. And I think a lot of people sat and watched because they wanted to see the train wreck. So, which was good because I still had a chance to pitch them. But I was like, if they all left, there's a lot riding on that moment. And a lot of ads come on. Yeah, you lost your window. So yeah, that's another thing to look at.

So yeah. Well, I mean, you're the guy, but I would say weekly's good.

Yeah.

Well, All right, back to the drawing board. I'm going to funnel hack yours first. Check it all out. If people didn't know yet, want to follow you, where's the best spot for them to plug in?

Yeah, just Ryan Pineda anywhere on social, YouTube, Instagram, wherever.

Yeah, watch his stuff. He's great. Yeah, I love watching. I'm not in the real estate space. You bring so many other valuable things to the table with faith, with mindset, with everything else. So yeah, I think everyone will love it. So thanks for flying to Boise. Thanks for hanging out, man, and being on the show. It's awesome to hang out and see you.

Yeah, appreciate you having me on, man. Yeah, definitely.

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