#347: Rescue Your Mindset With The STOP SNAP SWITCH Method with Krista Mashore Top 1% Coach & Multi-Million Dollar CEO

Krista, you're crazy. You shouldn't do this. It's not a good idea. Like, are you sure? I'm so glad I didn't listen to them because it took me 14 years as a real estate agent to break the million dollar mark and I did it in 11 months in the coaching spirit by taking the risk, taking the leap of faith. But it's because I come from an educational based marketing standpoint. You are trying to break out there. You have to get comfortable being uncomfortable, number one. But you've got to get comfortable being in front of people and being yourself and letting people see the real you and exposing yourself to people.

Come on this journey with me each week when you join me, we are going to chase down our goals, overcome adversity and set you up for a better tomorrow.

Fasten your seat. I'm ready for my close up.

Hi, and welcome back. I'm so excited you're here to meet our guest this week. Christa Meshore is in the top 1% of coaches and has been in the top 1% of the of real estate agents nationwide for 20 years. Chris is the author of four bestselling books.

Focusing on that thing is too long. Just forget it. Well, let's just get into it. That thing's too long and it's embarrassing. I need to have my team change it.

Oh, my God, you're hilarious. All right, no, but let me just say this. She's been featured in Forbes, Wall Street Journal, NBC, Fox. I mean, this woman is killing it. Taking stages. She's taking a stage for Tony Robbins this week. She's taken stages with Grant Cardone, Elena Cardone, Russell Brunson, Tom Bilyeu, Trent Shelton and more. I mean, Krista, give yourself a little bit of the accolades, please.

Oh, you're so cute. I need to tell my team they didn't change us too dang long and it's embarrassing. You know, like you said, people that what's the elevator pitch? It's not that one.

All right, well, you have achieved massive success and I want to take it back to you were in the real estate business for quite a long time in your come up. Take us back to what that was like and what made you so successful.

Oh, man.

Okay, so I have not lived at home since I was 13. There was some physical abuse in my home from my mother who I'm very, very close to now. I'm very close to my family. Quite frankly. I'm dinner my parents tonight. But it was almost like I lived in two families. I had A very loving dad and a loving mom at times, but then a very abusive mom at the same time. So it was kind of a. A rough childhood, but also a very good one. But When I turned 13, I started running away from home. Ended up in juvenile hall and then grew group home for girls and then a foster home. So I haven't lived at home since I was 13 years old. So. And now fast forward, you know, a lot of years. I ended up getting married and at one point found out that my husband was having an affair. It was not the first affair. And so I ended up leaving my very safe teaching job to kind of be a stay at home mom because my daughter had gotten sick. And then right quickly after that, I had found out that my husband at the time was having an affair. So within a matter of a couple weeks, there was drained bank accounts. I had. We had just bought in a brand new house. I had two little girls, you know, four and two. And the new girlfriend's picking up my daughters on Thanksgiving, driving my car. And it was just like. So I had to. The reason I did so well in real estate, because I had to. I, because of my upbringing and the abuse and, you know, just the feeling of not having the safest home. My goal was I want to make sure that my two daughters are healthy and safe and happy in their home. So that was why I was so successful in real estate.

Wow, that is quite a driver. I mean, how were you able to keep your head above water and not crumble? So many people in a situation like that would go under a blanket and not come out.

Well, I think, you know, people ask me all the time, you know, my first year in real estate, I sold 69 houses. I did it by differentiating myself, but I was like my why was so compelling. I wanted to keep my daughter safe. And don't get me wrong, I was broken. I lost like 30 pounds. I'm already pretty thin. It was just the worst couple of years of my life because my ex at the time made it very, very difficult. But I just had to, right? I just, I would cry alone and put a smile on during the day, right. I was happy for my daughters. And then behind closed doors when they were in bed, I fall apart. And I just did that until I didn't, if that makes sense. So I just kept rummaging through and looking back now, it was the best thing that ever happened to me because I have a very happy marriage. My husband and I are great. He's my soulmate, very loyal, very loving. That seems so horrible then, but now it's a great thing. And it's been like the catalyst to. To my success. I mean, it stems from the abuse, right? And really trying to prove that I'm good enough to myself even half the time, and also from the divorce. So I think all the bad things that happen to us end up, you know, end up not being as bad after you get past it.

The bad things end up being the blessings. It's just, it's so difficult to see in the moment. Have you learned a way now to see those challenges and blessings when they happen? These days?

I do, yeah. I actually wrote a book. It's called Stop, Snap and Switch. And I'm super into mindset. I'm. You have to be into mindset. Like when you're abused by a parent, there's a constant tug of war of not feeling good enough, wanting to be liked, feeling not feeling worthy. So I've studied a lot of brain research and I am obsessed with the way the brain works. And so I've always, I've known that it's harder for me and I have to work on it. So I'm always looking for skills, like, different ways to make be successful. Because people will always like, teach me how to build a million dollar funnel. It's like, I can't teach you that until I get your mind right. So there's a strategy called Stop, Snap and Switch. And what it is, is we have between 30,000 and 70,000 thoughts a day that run through our mind. Research shows that about 85% of those thoughts are negative. And so when you can identify the negative thoughts, because energy goes where focus flows, what you think about actually happens. The neurotransmitters in your brain does not know the difference between what you think and reality. So if you're constantly thinking, I'm tired, I'm too old, I don't have any energy, I'm not good with technology, I can't do this right. The brain goes, okay, you're right. And it doesn't look for ways to help you overcome that. So if you can recognize what you're saying and train your brain to start thinking about good things, recognizing good things, seeing your successes, and I call it stop. Like when you have a negative thought, like, oh my gosh, I am. Who in the heck would ever leave their career, their. Their career. 47. To change careers, right? That's a negative thought. I was. That happened to me when I was 47. I decided I wanted to become a coach. I was making about One point million dollars a year as a real estate agent. And I was told that I was crazy to do that because no one's going to listen to you at 47. And normal people at 47 don't leave their successful career to do something different. Not a good idea. And so what I said was, I thought, okay, I've been doing this for, you know, 17 years. I'm very good at it. I was successful at that. If I was successful at that, I could be successful at this. So you have to stop and recognize the negative thought. The negative thought was, who the heck is going to listen to you, Krista? You don't have a list. You're just the girl who wet the bed until she was 10 and couldn't read until fifth grade because of the abuse. Like you don't have enough knowledge. What are you going to say? You don't have a following. I had to change those thoughts into stop and stop. Recognizing go. No, because of your success, right? You stop and you snap. Stop the. Reckon you recognize the thought, you stop it, you snap the bracelet and you switch it. Over the other hand, you say the opposite of the negative thought. It's called stop, snap and switch. If you do that, anybody, I guarantee you do it. Have your kids do it. Have your spouse do it, have your friends do it. Like stop, snap and switch. You will be amazed at how you can train your brain to start working for you. And so now when things happen or the fear comes up or the negative thoughts, it's more like moments or minutes, sometimes a little longer, depending on how bad it is. Right. Instead of days, hours, weeks, months, years kind of a thing.

So, wow, I love that stop, snap and switch strategy. And I had never heard that before. So thank you for sharing that. All right, so tell me a little bit about why at 47 I got fired at 43 and it was the scariest thing in the world. Why would you be the one to pull the lever and say, I'm out of here at 47?

It was scary, I will tell you. I mean, it was really scary because you would think that a normal person doesn't leave their career at 47. That that's very, very, wildly successful. Right? I was exhausted, Heather. I looked back for the past 17 years and I realized just how much I had worked. I averaged 100 homes a year, every year for 17 years. It was actually average of 135. And I realized I had missed a lot. Like I was. Even though I didn't work on the weekends because of the way my marketing is my digital marketing. But I was always on the phone. I was always at like a high level of stress because real estate so stressful. I was operating like a machine and I just, I was tired and I realized I didn't want the next 20 years to be like the last. I wanted to have the success, but with more freedom, more time and being more present. I realized that I missed a lot with my daughters and and quite frankly I felt guilty and I thought to myself, I've been doing this, I can't keep doing it. I have to do something different. So almost out of desperation for like I had to leave that out of desperation for not wanting to stay in it because it was so hard. Even though, you know, I was a millionaire at the time. But it wasn't like I wasn't living the life I wanted. Does it make sense if you're like.

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That taking that scary leap of faith like and again if I had known you I'd be like what are you doing? You're killing it. Oh my gosh. But you checked in with yourself. You knew this wasn't. You didn't know exactly what was going to happen next. But you are willing to make a leap and tell us a little bit about getting into the coaching, starting that business, the digital marketing and how you've scaled it massively in the past couple of years.

I became a good realtor by utilizing digital marketing, social media and video to dominate my market. Right. I became a marketer instead of just an agent and it worked like crazy. Good for me. So I thought to myself that's what I have to do in coaching. So and mind you, when I did this, literally my family said Krista you're crazy. You shouldn't do this. It's not a good idea. Like are you sure? I'm so glad I didn't listen to them because it took me 14 years as a real estate agent to break the million dollar mark and I did it in 11 months in the coaching spirit, utilizing, and now we're doing million dollars a month. We've had, We've done over $1 million a month the past 31 months in a row right now during a recession, during the economy, during it all by taking the risk, taking the leap of faith. But it's because I come from an educational based marketing standpoint. I'm, I become, I'm a marketer first. Like I love digital marketing. I love funnels. And if you're somebody right now, like you are trying to break out there, you have to get comfortable being uncomfortable, number one. But you've got to get comfortable being in front of people and being yourself and letting people see the real you and exposing yourself to people. Like I pay for attention. And that's how I've kind of, kind of gone about the whole digital marketing aspect of it is all put money behind running ads just to get my face in front of people without any call to action. Because research shows it takes about 47 times for someone to see you before they actually click. And the more value that you add, the more you speak directly to someone, the more that they will click. So instead of asking somebody to download my book in the beginning or to give me their contact information in exchange for a lead magnet, what I do is I just give value, value, value and then I'll ask them to click right. So that has been my strategy and it's worked really, really well for me. Russell runs and in fact he's the owner of the CEO of ClickFunnels. He actually had me talk about that on stage to a year and two years ago, the pre funnel, like what is your marketing strategy before you drive traffic to your funnel? And that's been the way, the way I did it in real estate and the way that I did it in coaching.

And so when you started doing this in real estate, were a lot of people doing it? Like to me, Ryan Sirhant, who I've had on the show is the one who pops into my mind immediately. Like I think he was doing this years before everybody. What did that look like when you started doing it?

Oh yeah, when Facebook first came out. So this was like over 11 years. I would say I've been. Nobody was doing it when I started. And that's how you know you should do it is no one else is doing it. And I had a videographer come to me and say, krista, you should start creating using video. I'm like, about what? Like no one cares about real estate. And he's like, yeah, they do. So I literally paid him thousands of dollars. I remember one time I paid 3,000, or was it no $6,000 for a 30 second commercial. And I took that 30 second commercial and I put it on Comcast, my local channel. I also put at the movie theaters, and that got me massive exposure. People will still say, I see you at the movie theaters. I haven't marketed at the movie theaters for like six or seven years. They say. They say, I see you there, right? So it's like they remember. And so I started doing it early on. I was scared nobody else was doing it. It went from what the hell are you doing? To what? What are you doing? Can you teach me? Right? Because people saw my growth and success so fast, I was uncomfortable, like no one, especially then, like nobody was doing it. So therefore I was more of a target. But what happened was, is that people got to know me and I call it winning before you arrive. And so I would position myself as the authority in real estate by adding value, talking about the market conditions, doing local community videos, entering, like interviewing local businesses, and it just like flew off like wildfire. You know, the cool thing is, is that what cost me $6,000 to do for a 30 second commercial and $3,000 a month to market myself at the movie theaters. Now you can do for like pennies, right? Pennies. So it's so much better now.

That's amazing. So, all right, you became aware I'm going to start teaching people how to do this. Then how did you launch your coaching program? Did you have like a plan or a strategy or a framework? Or were you just still going to just test and try and just move forward with what happens?

I kind of sort of did the same thing in real estate, but I had to just take like, I believe in, like, I'm very a taker. I fail forward. I fail a lot. But most people are getting ready, they're aiming, but they don't fire enough. I fire a lot, right? And so therefore I'll make, you know, eight mistakes, but two of them will be good. Where most people haven't even started because they're still thinking about it. So I'm, I'm like, I'm two steps ahead, right? So what I did was I just started the same exact strategy in real estate. I started creating a lot of video content, putting an ad spend, like $30,000 a month ad spend, because I had the budget behind getting myself out there in and real estate because nobody knew me. I didn't have a list. I only was known locally. Nobody knew me outside of my, my town. And so I thought I have to do the same thing I did in real estate. So I did that nationally for about six months. Just put content out there, like very prolific content. Things like open houses suck. You shouldn't do them. Like I was contradicting all the normal things that people were saying. And at first they were like, you're an idiot. Like, you know, and then it started switching after I kept giving value and then I launched my book sell 100 homes a year and then started creating challenges teaching people how to use video. And then that turned into funnels and just kind of evolved from there.

So when did you decide this can actually move beyond real estate and maybe this can even move beyond coaching individuals.

So Russell Brunson says, and Dean Grazioski just said it today, he said you should look at what you were doing 10 years ago or five years ago. And so five years ago, five and a half years ago, I was where, like teaching people like me. Now I was a successful real estate agent who was tired of doing real estate. And so now like we've really figured out a system on, on how to legit do million dollar months month after month after month. And so now since I've like, Russell Brunson had me speak on his stage in front of his two combo club members, his million dollar earners and teaching this model and that once I did that, I was like, okay, there's something to this if he's having me teach this. And so then I launched after doing that, I was like. And people were like, this is really good. And I realized people don't know this, right? And so that was when I got the idea. I love teaching real estate agents, but I know I have so much more to offer. I know I can help people. It's such a small amount of people that are doing the kind of business that I am. And I just had the aha, let's do it now. Mind you, I have failed miserably. Let me just say that. Miserably because I launched this in February, actually, I'm sorry, January. Now we're in July. And I had this whole way of doing it. I took about 50 people and I said, I'm going to give you my whole business model for free. I'm going to give you the sales funnels, the scripts, the swipes, the templates, the SOPs. I'm going to help you hire a sales team. You're going to get like my ad copy, you're going to get Everything in my business now it took us like six months before we ever got a paycheck. People weren't doing the work, only about 20% of them would do the work. And we realized that was not the best model. Now the good thing was, is that we've learned a ton throughout the way. We've learned what not to do, we've learned how to position it better. And now we're launching officially in August, the end of August actually. We're launching and we're going to be doing a three day event teaching people this model. But we're charging, our offer is going to be $50,000 pay in full or $60,000 payments for a six month program. But I had to risk, I had to learn the hard way the past six months because originally my model was going to be okay, I'm doing, it's going to be, you know, 50K and then it's going to be 50% of, you know, getting 1,500 people to an event, as many as it takes. And it's just been a complete beep show. Like it didn't work because you know, people are like, I'm going to be paying you. Like they legit would make a couple hundred thousand dollars and they realized, holy God, I mean, paying you a lot of money and they forget that you're the one that helped them get there. So as they're writing you a check for $178,000, it's like they're mad about it even though they weren' making anything before. It's the craziest thing to me how people think. I don't think that way, but we realize that people do. So we're changing our business model.

You know what's so interesting? Do you know Alex Hermosi?

Oh, I love Alex. I actually paid 25 grand to spend eight hours with Alex. So yes, I know him well.

Your story is so similar to his and it's so interesting to hear he had the same realization that you did. He had to fail miserably along the way in order to crack the code so they could have massive success. So I love that. I just had him on the show, I think two weeks ago. So I'm so grateful that you just shared that story. So now you're moving into this new essentially, I mean, it's the same business, but it's a new business because you're repackaging it, you're doing it differently. Do you get nervous or are there like tips that you can give everyone listening how when you're Doing something for the first time. How do you ensure that you have success?

Here's how you assure you have success, is that you just don't stop. I think I would have been more fearful if I didn't start this. I feel like the universe has my back so much because the real estate market right now with the recession, like, we were on track last February, like a year, like a year and a half ago, we did $4 million in one month. Okay, so we were on. We were on track to start doing like two, $3 million months. Well, then the market crashed and interest rates, like, interest rates went to 7%. There's no inventory, there's a recession. So I am so glad that I took the risk and took the leap of faith because I think I'd be more nervous now if I didn't have this. This is going to end up being bigger than my other coaching business. I know it is, right? Because we've helped hypnotists, we've helped people that are teaching investing people, teaching leadership, public speaking. We've taught all these different businesses tapping like, you know, how to do really, really well. And so, yes, I was scared to death. But, but I have learned to stop, snap and switch. I've learned like, Krista, keep going, like, stop saying that to yourself. That's not serving you right. It's. You're not. Those thoughts are not training your brain to help you. I stop, snap and switch my way right out of it. Because trust me, there's been plenty of times, like every day where I'm like, ah, you know, I have to just turn that little, you know, negative voice. I call it the bad wolf. The, the amygdala. I got to shut it off.

So I know that your ultimate goal with launching your coaching initially was to have more time for the priorities. You want some more freedom so that you could be more present. Do you feel like you've been able to achieve that?

I love that you're saying that because the, the answer is absolutely yes. So I always tell my husband, I'm like, babe, I have more time now than I ever had as a real estate agent. And here's a very, A very. Something I need to. Need to just to say is that when I spoke at Funnel Hacking Live two years ago, I thought, oh, I'm going to launch this new model, this new business, right? But I didn't because my other business wasn't set up correctly. So, for example, when I went into coaching, I didn't have my real estate business set up to operate without Me. So I went from like making, you know, several million dollars a year to not making that much money at all in that business because I didn't have it set up. So when I went to fly out last year, I won number two for the Dean, Dean and Tony challenge. So I got to fly out to meet with Dean for four hours and he said, make sure you have your business set up. And I said, guess what? I have. So for 18 months I spent making sure that my coaching business could like not run without me, but be very, very efficient. I started giving more to my leaders. I didn't back off more, but I backed off in the more of the decisions and I trusted them. So we are 1000% ready to do it. But I only, I waited. I waited and usually I'll say, don't wait, don't wait, don't wait. But I had to because I had to make sure my company, in my coaching company for realtors, was set up and positioned in a way that I could focus more on the entrepreneurs, right, the experts of the world to teach them this model. And so, you know, make sure that you're set up whether you're leaving a job or, or you're ready to get to that next level. Just make sure that whatever that you're set up for success. And for some of you, that might mean that work on, let's say, corporate America like you got fired, Heather. But if you can have a little bit of a nest egg. You know, I even heard Alex talk on a podcast once. He was saying how, you know, if I was going to leave, I wouldn't leave my, my full time job until I would work like four hours at night. I'd work every weekend and I'd start getting some momentum and getting some money and I wouldn't leave until I had at least 50% of my salary. And why would he leave at 50%? Because then he wanted to push to do more. Right? So it's just setting yourself up for success, not stopping. Because I think most people stop too soon and just being as consistent as you can with it. I think that's what most people don't do. They, they don't see the results quick enough. They don't start quick enough. They're afraid of making mistakes. I mean, God, you and I both know we've made tons of mistakes. Like insanely. One of my team members used to work for the Navy. Was it Nav, Army, Navy, Air Force, Marines, one of those. And there's a word in that they use a lot. And it's they want you to learn resiliency, right? It's one of their words. Be resilient. Resilient, meaning you can fail and make a mistake, but you've got to be able to get back into it. Especially when you're serving our country, right? You can, like you could make a mistake and maybe accidentally, you know, shoot the leg off of your your comrade. But you're in war, you got to freak out about that. But then be resilient and bounce back to be able to fight that war, right? It's the same way and that. And they teach that because stuff happens. So the more quickly that you can bounce back, you can do that from training yourself. Like the Stop, Snap and Switch book. Like focusing on your wins, not focusing on your failures.

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It reminds me of so many things that we might forget about when you just have a bad day right? Like it's easy to get off course. I think I'm a master of mindset but just listening to you, you just gave us a new idea and how to get your mind back on course in a different way. You never know what that one tip or trick is that's going to break through to someone that's going to really be a catalyst for their success. So I love sharing anything that's helping you that might be helping elevate them. It means that means the world to me to help my listeners. So tell me. I know you have something that you wanted to offer the listeners today.

If you go to the provenmodel.com it's the provenmodel.com heather the provenmodel.com heather if you go to that it's going to give you a registration for our three day event where we teach people sales and persuasion tactics on how to do virtual events to sell their knowledge as an expert or as a coach or as a consultant. So if you're a coach or a consultant or expert, you're not scaling. You're maybe you're stuck at the $200,000 a month mark or the $2 million a year mark. This is the event you want to go to because we're going to teach you our whole strategy on how we do million dollar months. So it's the provenmodel.com heather.

So that's anyone that has a product that they need digital marketing for, is that correct?

It's not. It's most. It's like somebody that's an expert already. Like, it's, it'd be somebody like just to say for you example, if you're like, oh, I don't know what your finances are, but you're like, krista, I'm doing really good but I'm not scaling. I'm a speaker, I'm a coach, I'm this and that, but I want to do it at a higher level. It's for someone like that. We've helped brand new people that have left like they were an expert in their field and then started from scratch. But that's not our ideal client. We really need. We want somebody that, you know, kind of already is an expert, has a product but they're just not scaling it enough.

The proven model.com/Heather, go check it out. I will link it to the show notes below. Krista, thank you so much for your time and expertise today and know that I will be cheering you on for your show day on the Tony Robbins stage.

Thank you, Heather. I appreciate you so much.

Crystal, where can they follow you? Where can they find you?

Yeah, Kristen, May. Sure you can find me on my socials, you know, Instagram, tick tock. We're on all of them. So it's just Krista with a K and May. Sure. M A S H O R e.

All right, guys, until next week, keep creating your confidence. You know we will be. I decided to change that dynamic. I couldn't be more excited about or what you're gonna hear. Start learning and growing. Inevitably something will happen. No one succeeds alone.

You don't stop and look around once in a while. You could miss it.

Come on this journey with me.