Real Estate Genius: How to Double Your Income w/ Brian Buffini

So over the last few years in real estate and mortgage, we've seen a lot of people struggling in this industry, but a few people have been dominating and I believe average is disappearing. Like, I feel like it's feast or famine. And what does it take to get into that top category? To not just make a good living, but to truly build wealth, to truly get rich and crush the competition. So for today's episode, I'm pumped, I'm absolutely pumped to bring in an absolute legend in the game, an og. This guy runs the largest real estate coaching business in the world. He's trained millions of agents over the years. 30 years in the game. Thank you so much for being here, Brian Buffini.

Thanks for having me, Neil. Look forward to it.

I want to get straight into tactics, Brian, because like I said, there's a lot of people who are struggling. Honestly, like I talk to agents and I really believe it's feast or famine. I see these people like, dude, I'm doing well. But then other, a lot more people are like, man, it's been a rough few years since rates went up and the market got tight. And so from your experience, and you're in the game right now, helping people in the trenches, what is that difference between those who are doing well and those who are struggling?

Well, you get used to the wrong thing. You know, the market was raging hot. You took a listing on a Saturday and you had 29 offers on Monday. And we had a 14 year shortage of inventory and 11 year run up in prices. I'm 40 years in real estate business. You know, the prices used to go up for three years and then come down for 18 months. Up for three years, down for 18 months. That was the cycle for 100 years. Wow. So we've had this raging hot market. Artificially low interest rates in order in a respond to Covid gave people money so they had extra savings. The highest savings rate in the history of America was 2022. The lowest savings rate in the history of America is today.

Wow.

So people, you know, they say turkeys can fly in a hurricane.

Yeah.

There was a lot of turkeys who thought that they were eagles and they were doing activities because the market was. So after a while you start thinking you're great.

Yeah.

You know, you'd be like an order taker. Yeah. Well, look, I got, I got six kids. I got one kid, he can eat pizza, beer, ice cream, whatever else. He's got 6% body fat no matter what he does. If I walk by him, I, I hear myself getting fatter. You know what I mean? And I tell him, you know, when you're 40, that's not going to work. You're going to have to do the thing. You have to eat better and he works out, but you're going to have to eat better and take care of yourself and so on, so forth. Those fundamentals were considered passe when the market was raging hot. And so when you see people who are struggling, it is because of the lack of fundamentals, period. There's nothing else. Yeah, it's. They're not. They have not been doing their fundamentals. They don't have skill in their fundamentals. Skills erode if you don't use them. And right now we have a huge disparity between highly skilled, highly proactive, and highly unskilled, highly passive.

Yeah.

And Instead of the 80, 20 rule, right now it's 90 10.

Yeah, it makes sense. And I think it might even get to a 95. 5. And it is getting that difficult. And I think the easy money's been made. But I also believe, Brian, that because of how weak the competition is, there's never been a better time to really lock in and just dominate. Because you would be surprised. Like, just a few things, like you said in, like, in our sidebar conversation, like, there's a few things people are doing who are in the winning category that they just consistently do and they win. So sometimes it's not necessarily this, like, shiny new object, but it's the traditional thing. So for today, we're going to get into, like, some tactics, some traditional stuff, but then also some things that maybe you're missing. And, And I know, I feel like, you know, what you just said is veggies. You know, you got to eat your veggies.

Yeah.

Right. So be healthy. Yeah, well, people want candy.

Right?

You know, I mean, that's what they want. They're like, hey, what's that thing you just did? What's that thing you, you know, what's the email? What's this? And so I feel like both are important, but at the end of the day, like, yes, you have to do it consistently. So we're going to give you guys some stuff here that you can use. And I feel like even for the mortgage people listening, mortgage people, at the end of the day, you're selling the same thing.

Yeah.

You're selling. You know, people don't care about loan. They care about a home. And also a lot of people in our industry. Just really quick, I'd love to hear your take on this on the mortgage side. I believe the biggest value you can provide is helping your agent partners grow their business so that you can get more referrals. And when people say provide value, like, truly provide value.

Yeah.

What's your feeling on that?

100%. 100%. And come alongside and partner. In fact, if you're working with an agent who views you as a transactional, do you have the lowest rate? That's not a partnership. Okay. What you're looking for is you want to help generate referrals for. For the agent so that they'll generate referrals for you when you're working with their client. You're like, hey, just so you know, Neil is awesome. Neil's gonna do a great job for you. Neil's gonna take great care of you. I'm here. I'm all the time. I'm here. I'm part of Neil's team. So when Neil is getting referrals, I'm reminding Neil, hey, I'm in your corner. And then Neil's coming back to me. And so, in fact, I've worked with, you know, starting back in the old days, Home Savings America, we became the official trainer of home savings market in the late 90s, and they were only in 10 states, and yet they became the number one lender in the country. And we helped them go from, on average, working with 28 realtors down to eight. They quadrupled their gross revenue. They triple their gross and quadrupled their net, and were the number one lender in the entire United States.

So how did they do this?

So, first and foremost, sort and qualify your realtor database. Okay. The people who are giving you the onesie twosie occasional deal, but they'll also not fight for you, you know? Oh, someone says, my aunt Mary's in the mortgage business. No, no, it's. I'm. As a realtor. Here's how I explained it to my clients. Oh, I'm supposed to refer three people to you, that kind of stuff. My lender is my anesthesiologist. I'm your surgeon. I'm not going into surgery with your Aunt Mary as the anesthesiologist. And here's why. Because I need to be able to look someone in the eye when I present your offer and say, I know Neil's going to get it closed, and Neil is the best, and Neal's the best at what he does. He'll be the fair price, but he's going to deliver. He's not going to bait and switch you. He's going to say, whatever I can Deliver for you. That's what I'm going to deliver. He's going to be upfront with you. He's going to get all your documents up front. We're going to try to make this as painless as possible. There's always bumps in the road. Neil's the guy who's going to help us through those bumps and I'm going to help deliver you the home you want in the least traumatic possible way. So that's why I, when I endorse Neil as your lender, you look, I'm legally supposed to refer you several more people and I will. But if I was getting my, if I was purchasing a home, my mom was purchasing a home, Neil's the lender I'm working with.

Yeah, that's huge. And that's great framing for keeping them, making sure they believe that they're being well taken care of, which they truly are, and then also keeping things on track. So you touched on something there which is really important. And I think everybody should be focused on this is the number one thing that you're selling in today's market. In a market where everybody is uncertain, I believe real estate age, mortgage people, we need to sell certainty, we need to provide certainty. So like Brian just said it like, okay, if I'm a lender, I need to be my, my referral partners and the clients need to be certain that I'm a, provide great service and I'm going to get them to the closing table with the least amount of hassle. Same thing on the real estate side. When they're hearing from all these people, like, I'm not sure. I just think like we are in the, the peak uncertainty with the consumer today.

Well, look, I mean the numbers are overwhelming. The amount of people who've left the mortgage business in the last five years is staggering.

Yeah. Is it the same on the real estate side?

It's not as, as much. And the reason being is, you know, when you're in the mortgage business, typically people are not doing it as a part time capacity. Okay. Realtors can do things in a part time capacity and so they pay their dues to the national association of Realtors. Now we're going to, we're at 1.56 million members. Last year I expected to go down about one and a quarter. Okay. But the mortgage business has been thrashed. Now here's what I'm going to say. You know, when do you buy stocks at the bottom? When is the time to be in the mortgage business today? Because here's what we know, we're watching all the stuff with Doge. We're looking at them cut the expenses. If they can cut the expenses in government, the rates will come down in a healthy way. It'll be the first time in 20 years that the rates weren't artificially jiggered by the Fed. Right now, the Fed cuts rates and the interest rate goes up because the bond market and the market goes. We're not buying it. If they can cut the debt, which it seems like they're going to, we are going to see a natural, authentic reduction in rates. When that happens, Katie barred the door. Katie barred the door. And we know, we know what the Delta is. The new construction companies are the ones who test the rates. They've got all this new inventory and they buy down the rate. And what we know is the magic number that is an irresistible number is 5.8%. Now, what that means is at 5.8%, as a seller, I'm willing to walk away from my 3.9, 3.84% loan on my house to move. So we need that kind of inventory. And then the second thing is that 5.8 is an irresistible number for the buyers. So this has been proven now for seven, eight months on the. On the new home construction business, I believe. And again, I know there's lots of prognosticators out there. If they cut the rates, we'll see that in the fall.

Yeah.

If they cut the debt. I'm sorry, so if they cut the debt, the rates will fall. If the rates will fall, who's going to do the mortgages? Who's going to do the mortgages? 70% of your competition is left in the last five years. They're gone. There's nowhere actually to get a mortgage. So now is the time to be building the relationships with all your past customers with your database and with your Realtor database. And so we have hundreds of lenders we coach, and they do better than our realtor clients because they have a consumer database and a realtor database. And if you work both databases, build up those relationships, provide value. When, when those rates come down, you will need, you know, and they. In Jaws. We're going to need a bigger boat. Yeah, you're going to need a bigger boat.

Huge. And same thing on the real estate side. I feel like we've saw. We saw it in September 2024. We saw rates touch that 5.9, and I saw an immediate increase in demand.

Yeah.

And so it's literally that simple. You know, a lot of people say, well, 7%, 8%. Like, what does that do? It really does hurt the market because it cuts out millions of buyers from potentially buying. And then also it makes wealthy people feel poorer. You know, that's the problems. Like, people don't talk about this, but, like, when you. When money's expensive, you just buy less. You know what I mean? Like, that's just the bottom line. Even if you're rich, bro, like, I, I'm. I'm kind of rich, and I feel like poorer when the rate is 8% because I don't want to take out a loan. So then I get conservative and I'm like, you know what? I'm not going to borrow money.

Sure.

I'm not going to leverage because I can't get the return in the stock market. The money costs more than I can get the return. As soon as that delta changes, like you said, things flip. And I believe that, you know, I don't know who said this, but they said on the bottom, when things are falling, stocks are falling and markets are falling, risk happens fast. Well, it also works the other way. You can see things flip. And so I think everybody should be prepared for an increase in business when that happens. And I think that that is a huge thing as far as cutting the debt, because it's not just that they would be cutting the debt when they, like, the. The critics of this will say, hey, the amount that they're cutting relative to the overall debt is small. It's not about that. It's about the signal it sends to the world that the US Is getting its financial house in order.

Right.

And then bond, US Bonds will be more in demand. They're already in demand. There's always a floor for U. S bonds because it's the best, you know, it's the best house in the neighborhood. Right. But in this environment where they're actually getting it dialed in, it's going to be a huge difference. So I truly believe that. I don't know what the timing will be.

Yeah.

But I'm with you on that. And then as far as, like, getting prepared for this moment when there's more transactions, because I do feel like people have been waiting.

Yes.

So. And that's, you know, hope is not a strategy.

Right.

So it's like, hey, bro, what are you doing? Well, you know, waiting for rates to come down. Well, you're going to die in the meantime, you know, because people have been waiting for two years.

Yeah.

And so if I, if I came to you, Brian, I was like, okay, I'm a real Estate agent. Okay. And I'm closing like five, six deals. My wife's kind of mad because I'm working all the time. I'm not bringing home the bacon like I used to.

Yep.

And you know what, dude? I don't want to leave the industry. I don't want to get a part time job doing something else. What do I do to grow my business? Right now I'm getting, I'm just doing a few deals.

Well, first of all, obviously you got to get more proactive with your lead generation. I mean, most people are waiting, not working. We teach a working by referral system, not a waiting by referral system. And most people are just waiting.

So what is that exact system?

Well, you know what, we encourage people to sort and qualify a database. You know, who are your A plus people? The people who are most likely to refer you to. Right. People have referred you in the past and the goal is to spend more time with those people. Those are the folks you take in a lunch. Those are the folks you pop by and see for coffee. So you spend more time where the water's the warmest. Then you have your A clients or past customers, people who send you a referral once in a while. Then you'd have your B clients again, they'd be in the past customer phase. But you haven't really received a lot of referrals from. But you haven't really been interacting with them. And then you got new people you bring into your database. So you sort and qualify your time based on your activities. And then what we have is a system of contact care and community. Contact would be the digital side, you know, making a phone call. How about that? When was the last time you called somebody, hey, how are you doing? So it's the three Cs that Contact, Contact, care, community.

Okay?

So you have your contact outgoing systems making their phone ring, knocking on their door, saying, hey, how you doing? Bring a little gift, go and contact them. The care side, that's where you go and you, you go and you take them for a coffee. You have a lunch with your best clients. You, you know, one of the things for a lender that we recommend is go and get your very best realtor client and ask them to bring another realtor with them and go take them both to lunch. Yeah, okay. Very easy way to pick up a great client. So the care side, we do these Popeyes. Okay. So like for example, the price in Costco, you'll notice for pies and condiments change at certain times a year. You can Tell when our clients en masse are doing hundreds of thousands of these Popeyes.

Are you behind all these pie days?

Yes, that's it.

I keep hearing, like realtors, especially during Thanksgiving, they give away pies.

Well, you're looking at. We have, so we have thousands of clients who have hundreds of people in their database. So like, we provide the marketing resources for them that go to two and a half million homes every month. So when we encourage people to do Popeyes, we might move around 2 million pies through Costco and they, in the past, they negotiate a little deal with them and so on, so forth. And it's just like, like, what the heck is that? Got doing anything. And I've, I'm 30 years in the business. The amount of ridicule I face. Oh, that's so basic. That's so this, that's so that. Okay. I have 20,000 members. Our average client made $435,000 last year. Wow. The average realtor made 40,000. So, you know, that's 10x for some people. It might be corny and it might be this just, it flat out works. So here's my bottom line. It's Monday morning. What are you doing? What are you doing?

Yeah. So if I'm putting myself in that person's shoes, I'm probably doing a lot of things that look like work, but they're not. So I'm thinking about, I'm planning. Maybe I make a post on social media.

Yeah.

Maybe I look into the latest, greatest strategy. Maybe I send a couple emails, I follow up with a couple leads that don't want to talk to me.

Yeah.

And then, you know, maybe I'm thinking about doing things and not doing things. Probably.

Well, what if I told you we surveyed 15,000 agents and asked them in depth what they did hour by hour every day? Not our clients, just regular real estate. The number one activity for a real estate agent during the day is run errands.

Wow.

Number two activity, scroll social media. Number three activity, email. Okay. You get paid for none of those activities. So when you look, it's just very simple. You know, everybody's hours worth something. So when you have people who spend the majority of their day doing things they don't get paid for, the majority of their day, they don't get paid. Yeah. It's as simple as that. So what we try to do, I'm going to say this, our best clients, two hours a day. If we can get them doing lead generation activities for two hours a day, they'll make over a half A million bucks a year. It's that simple.

Yeah. So what are those activities? Lead gen. So I know you're talking about taking care of the database, making sure you connect with people, that they know you care about them, that you have a community of past clients that view you as the guy or gal.

Yep.

So I get that part. As far as getting new people, so is the goal is to just activate those people and get them to start with the referral.

Right. So it's upward of 80% of all the business in the marketplace is repeat and referral customers. So that's where you start. The thing is, everybody wants to talk about all the new and exciting stuff. Is your fundamentals down? So when I say to people, okay, write five personal notes a day. Our company produces 21 million personal notes a year for our customers. We send them a little kit, mail this stuff out to all your customers and write these notes. And it's the hardest thing in the world to get them to do this. I'm going to have it on my tombstone. Did you write your friggin notes? If I can get people to write 50 notes a month, personal notes, 600 a year. Oh, by the way, do you know who appreciates a personal note more than anybody? Yeah. Gen Z.

That's true. I believe it.

Gen Z, they're like, I got something in the mail. So just writing a personal note, just following up. There's a good chance, Neil, following this podcast, you'll get a personal note from me. I've been doing it my whole life.

Yeah. Even we had a guy, Jesse Itzler, who is, you know, a billionaire.

Yeah.

And he talked about this one strategy. He's like, make sure people know, you know, that you do something to personally connect with, that they know that you care. And he sends out these notes, handwritten, and he reaches out to people. And I'll tell you this, Brian, like in today's world where I, I pretty much only talk about digital marketing strategy and videos and I believe that like if you want to make a, a really helpful video and send it out to your database, that's huge value. And especially if you're good on camera, for sure it, it's, it stands out from the competition. But at the end of the day, I have noticed that these things which you said people make fun of because they're old school.

Yeah.

They're now becoming like the way to stand out, which is so weird. It's like, I wouldn't think that dropping off a pie in my house would be a way to Stand out or sending me the note. But when I do get those, it's few and far between. Now it's almost like people abandoned it.

Well, it's care, right? You just want to know. People don't care much. You know, they know what you care. Now, just so you know, we're all into the other stuff. Like, I know you're a fan of Bomb Bomb. Darren Dawson was a co founder of Bomb Bomb. Darren Dawson works for us. Today he's over our product lines. Yeah, we were. In March we're releasing one of the top AI training programs. So we have, we have our own CRMs. It's an award winning contact management system. What am I known for? The calls, notes and Popeye guys. Why? Because I've pounded it for 30 years. Because if I can get people to do that, then, then we can do the other stuff. So here's what I'm going to say. Calling your database, visiting your database, writing notes. Your database is like the ground game. That's the ground game. That's three yards in a cloud of dust. Fundamental now digital marketing, AI, all of the social media posts. Now it's a passing game and we live in a passing game world. But the teams that throw the ball the best in the NFL are the ones that the defense is afraid they're going to run. Yeah, you follow? So if you will run the ball, you can throw it all over the park. And now all of a sudden, now your digital marketing really pops. Now the videos pop. And here's the other part. Like it's, this one over here is work. This one over here is different type of work. It's a little more fun. This is a bit more grindy. It's is. And I'm not going to, you know, but it's not.

So the answer is not or it's and both and okay. And that's, that's the thing that a lot of people struggle with. And I get this all the time. Like I'll say something, I'm like, hey, you need to move quick, man. You know, you need to do this. You do this. And then one time I'll be, well, slow down for a second. What are you doing this? Like plan out your week, right? Like, well, I thought you told me to move quick. I'm like, the answer is both. You know, sometimes people want one or the other and you need to do both.

Well, great story. So I'm, I'm at the golf club the other day and I have a golfing buddy and this guy's kind of A mentor to me. 77 years of age. He ran a bunch of businesses and he's like one of the rat pack. Okay. He's just a dude. And so his wife came by, we're having a drink after a game of golf, and they're looking to have a professional service. So I had given them a referral. And his wife, who's 78 years of age, goes, Brian, thanks for the referral. I checked out all his social media stuff this morning. I checked out his videos. I really like this guy. She got the old school referral, which is how business has been done for hundreds of years. Which is, comes from the fundamentals because I have a relationship with the guy. But 78 year old grandma is checking out your social media content.

Wow.

Because it's like it. You, it's like, do you have a business card? I mean, if you're not there digitally, you're not there at all.

Hey, quick question for you. How much have you been loving these podcast episodes? I've been getting so much great feedback from you guys. And right here is where I would typically put in an ad read for these episodes. But you know what I was thinking about it. The only thing I really want to promote right now, the only thing I want you to do is just hit that subscribe button. I'm trying to grow this thing out. And so many of you are watching and listening and sharing, but you're not subscribed to the channel. So whether you're watching, listening, hit the follow button, hit subscribe. And that's going to allow me to grow this thing. Let's get back to the episode. This is the most underrated part of social media, I think, in our industry is that the biggest lift in your business will come from lead conversion. It'll help. It's a tool to help you convert more leads. Because your Instagram or your YouTube speaks for you.

Yeah.

And builds connection.

And how do you guys do that? How do you guys do that?

So the way we do this is like we want to connect with more people, past clients stuff, and we will follow them on social media. Like, make sure you connect them with them. And so for me, when I want to show people I care if one of my past clients posted about their daughter graduating college and I leave a genuine comment like. Like that is just as powerful as a popey right now because that person may only get 2 comments or no comments. And mine stood out. It. It needs to be genuine. You can't use a bot to do this, by the way, because I've seen people do this wrong where somebody was in the hospital and then they had their bot responding. Hey, great to see you. And I was like, you.

You just.

You just ruined everything. You know what I mean? Like, so you can't. You need to actually take 20 minutes.

Right.

Or an hour, whatever you want to do. And so for me and my clients, like, we'll actually spend an hour, you know, a couple of times a week.

Love it.

And just respond to other people's stories on Instagram. Respond to people's things. What. What that does is it creates conversations, and then now you can turn those conversations into business. So I believe it's like, it's both, you know, like you.

That's 100%.

Yeah.

A core fundamental of how to generate and build relationships just applied through digital. There's no change in that at all. I mean, that's taken interest in people. What do people actually want? And what has been promised for 40 years in my career is this new technology. This new. It's gonna. Once it comes out, you get to sit on the beach and they're gonna print the checks and send them to you. When the Internet first came to real estate websites, I mean, the way those were packaged to the real estate business is you're going to have people take virtual tours of the house. They're going to click, add this to my shopping cart, and you're going to get a commission check. I was at a national convention, and I was the speaker after this guy went in front of 12,000 people. He had visuals and people lining up out the door to buy the stuff. And I came on, I was like, this is so funny. I don't know where to start. Okay. I don't know where to start. People will never be clicking add this to my shopping cart.

I.

Unless they happen to be blackrock.

Yeah.

You know, or State street or those guys. So the fact of the matter is, what you're describing is not even to me, it's not both end. It's. It's. It's. And, yeah, it is it.

That's the game.

You're building relationships, taking an interest in people, contact, care, community.

And then what's really cool about this is when you do that now, they might come back to your social so that you might. If. If you were a potential client, either an agent, referral partner, financial advisor that I want to connect with, or past client, and I leave a comment or respond, if we haven't connected in a while, you might be like, oh, what's Neil up to? Who is this or you might have forgot about me. You might be like, who's Neil? And you'll come to my page. If you come to my page, you're going to see a lot of helpful content, a lot of good content that shows that I know what I'm doing. It shows my competence. It shows that, you know, I'm, I'm a thought leader. So then now that helps me convert. But at the, at the end of the day, it's not build it, they will come. It's like build it and then leverage it. Like really use it. Like, if I'm texting you, I'm not tech, I'm not giving you my business card. I'm texting you my Instagram and you're going to watch a video and that's going to do way more for you than if I handed you my card.

I love it.

So it's just like, you know, those, those are the things that I think would help. And so when you think about AI, I know you brought up AI and you guys are doing stuff there. What do you feel like? I heard this quote and I'm not sure who originally said it because now it's been repeated so many times. But it's like, you will not be replaced by AI, you, you'll be replaced by someone who knows how to use AI. It's supposed to help you do more and really scale your business. So what is your thoughts on that?

Well, I mean, I can tell you right now what we're using AI 80% for is for back end, you know, organization structure allowing you to spend more time in front of your customers. Now there are some cool algorithms that they have with AI that allow you to do market segmentation so you can specialize marketing. Specialize. Okay. This message and this application for these 10 people, not for these 10 people over here. But it all gets back to that same principle of you making the comment on the daughter's graduation. Can I give you the big secret from the largest coaching company in the world. The people who do the most activities make the most money.

Yeah.

It's that simple. If the people who actually are doing the lead generation activities actually out in front of their customers, who, who do the most activities in the space of a month and then a year. Those are the people who make the most cash. And what does everybody else want? How do I buy the system? How do I sit back? I want the leads to come to me, I want to make sales and I want to make a boatload of money. And that's the world we Live in. And we live in a world. Look, I have hundreds of employees and post Covid getting them back to come into the office and all that stuff has been a real interesting time and those kinds of things. And there's some good with it, and there's some not so good. I'm just gonna say this. I came to America with $92 in my wallet. If I came here today, I would be a millionaire in 12 months. Because the average American is asleep at the switch and lazy. Yeah.

And that's your competition.

That's your competition. People in real estate, people in lending are asleep at the switch and lazy. And I know that's not a popular thing to say, but I'm just sharing with you. I have a couple of guys I just sponsored to come to this country who've been here 18 months, who are killing it, who can't believe how great the market is. They can't believe. They can't believe how fantastic America is. They can't believe how great the people are to deal with. They can't believe that this person. I just made $15,000 helping this person, and they referred me to another person, and I'm going to make $15,000 with that person. They're shocked because they're coming from somewhere else where it's not as good. So I just think the average person is right now. I think Covid brought in a level of laziness, honest to God. And you need to shake out of that. Yeah. You need to get your goals. What is it you want to do? You know, I traveled the country, my own Learjet, for 17 years around this country. I came here with 92 bucks in my wallet, the son of a house painter. And what got me there, building relationships with customers, writing personal notes, making phone calls, following up and delivering pies, doing that kind of stuff. The bottom line, this is still by far the land of opportunity. This is still the best place for you. Talk about the great equalizer in society, the real estate and mortgage business. It's the most fair business in the world. It doesn't matter who you are, where you came from, what your father did, how much money you have, if you will build relationships, do the right thing by people and go work your butt off, you will become a huge success. What a fantastic thing.

Yeah, that's huge. So as far as, like, doing the work you talk about, that's the differentiator, and doing it consistently. So I think, like, that's the number one thing people tell you, do consistent, be consistent. So is when you talk about being consistent. And by the way, I have a little bit add, so I'll bounce around here. You just said something I need to touch on, and then we'll go back. Okay. You said you'd fly around in a Learjet. Okay. Um, I'm just wondering, is that a tax thing? Like, you know, like, I mean, or. Because that's one thing I've always wondered. Like, you know, you talk about Grant Cardone, all these guys, like, well, buy a plane, you know, and. And as I've done a lot more speaking.

Yeah.

Travel has been, like, the biggest headache.

Yeah.

You know, and flying around. So when did you get a private jet and what was the motivation?

Well, first of all, it started after 2001.

Okay.

And 9, 11 had just happened, and it was. I was doing 100 seminars a year. The second thing is, I looked at the marketplace, and I saw a lot of the people who were doing public speaking and traveling all the time were married three or four times, and I wanted no part of that. So I'm married. I'm married 35 years. I got six kids. And then the tax opportunity came up. So following there was a big recession, and so I bought my first layer jet, and I was able to get a good tax advantage. But here's what it looked like. I would be in Houston in the morning. I would do a seminar, and I would be home that afternoon. That evening, I'd have dinner with my kids and then coach them.

Wow.

So I'm a guy doing 100 seminars a year who coaches kids. Every one of my kids I coach in sports. I made my family my priority. So to me, when your values are clear, your decisions are easy. So this was the value. My family was more important to me than making money. My family was more important to me than growing the business. How can I do this? So this is the value. How can I do this in such a way that I can then make it work economically? So then you get smart, then you get creative, then you get. Oh, all of a sudden, you know, and I, you know, I negotiated a pretty good deal, and it was a time during the dot coms, so I bought a jet that was sitting on the Runway that a dot com had just gone bankrupt, and I got a discount on it. And then there was also a big tax advantage. When I bought my next one, you know, I negotiated again. The guy I saw the plane to, he said, we spent six months negotiating on the second plane. And he said, I just sold six of these to State Farm. And I go, yeah. And they Said they paid more for each one of theirs than you paid for yours. I go State Farm's spending shareholder money, so the values are clear, decisions are easy. So I was like my family. This is what I got to do. If I'm going to do 100 gigs a year, this is what I want for my family, then how can I creatively unleash Now? I'm just going to say it was a heck of a fun way. And by the way, when I sold my last plane was because I wasn't doing a lot of events, Lifestyles, rich and famous, didn't mean nothing to me. I'm not doing nearly as much speaking as I used to do. Sold the plane. And I just enjoyed. I have great memories of those 17 years.

Yeah. But during that time is when you cemented your advantage and like building this massive, massive business.

Yeah, I was everywhere. Yeah, I was there. I would do two seminars in two cities in the same day sometimes.

Yeah. Because I didn't know you, you know, coming up because obviously I'm in mortgage, not real estate. But then also I just not was familiar with your stuff. But then anybody where your name was brought up, they're like, that guy's a legend. And I'm like, how do you guys know this? And it's just because of that work you did for those decades, probably, right? Just being everywhere.

Yeah.

So, okay, so getting back to, like, I want to get a plane, bro. Like, how do we get. How do we get a Learjet here? Right? So let's, let's get on this path. All right. So I want to make more money. Right. Okay. Brian said two hours a day. Is it Monday through Friday? Two hours a day. Prospecting. I need. I think people need clarity. They need clarity of like, okay, how should I structure my week? When you don't have a plan, nothing happens.

Right.

Right. So, okay, most people aren't organized to your point. They're scrolling social media. They're wondering. They're looking for the next big thing. Okay. So for those two hours, you're, you're, you're doing some past client stuff, maybe different days. What specifically should I do?

So first and foremost. Yeah, I'm sure you've interviewed people who. Because it's a very popular thing now. Talk about how you start your day. Miracle mornings, all these kinds, right. There's a ton of people out there. Well, I see that people are doing a great job with that. With, okay, I'm doing some meditation, prayer, journaling, workout, all that kind of stuff. And then they stop and Even, you know, there's a lot to think about with all that. And then they get to work. Well, first of all, right now, in the world we live in today, they don't get to work. Work starts at home. Yeah. What's the differentiator? So if you're working from home, when are you working? When are you home? So here's scenario number one. Get dressed every day to meet a client. Get dressed every day. Do you know the number of agents? And especially for the ladies who, they don't have an, they don't have an appointment on the books. So they don't really get themselves put together. They don't have their makeup on, they have their hair, you know, they're in their comfy home clothes. Lululemon, whatever. And guess what? When you're not dressed to go play, you know, the one thing you're going to not do that day is play. So, you know, I would be in the morning, seriously, I'd be shaving myself in the morning, saying, I'm going to sell a house today. And I didn't have an appointment.

I love that.

But I'd find a way to sell a house that day. And so first thing is get dressed to go to work. Even if you're working from home, get dressed like you're going to get from work. The next thing is, if you're working from home, make sure that you're working. So the TV is off. Okay. The YouTube is off. I take my phone and I will actually disconnect from the apps or I'll put the phone in the other room and use a different. I'll even use an old hand held, believe it or not, to make my calls because I don't want to be distracted. Not because I'm above such things. It's actually because I'm more tempted by that stuff. I take the temptation away. So the first thing I'm going to do is this. Who are the most important people in my database? Now, our CRM will tell you the five people to call that day and they're sorted and qualify you by your best customers. Okay? And here's the people you haven't talked to in 30 days, 60 days, 90 days. So every day we lay it out and it goes, here's the five people to call today. And just checking in. Just checking in and leaving a voicemail. It's okay to leave a voicemail. Okay. Hey, Neil. Checking in. How's life? Hey, I heard you, you had a big conference in Arizona last week. How'd that go? Love to Hear from you. Okay. And so just build a relationship. Building constantly. So it's like, okay, here's the best people in my database. So it's very important I start with the best, not, not A through Z.

Do you need to reach out? Do you need to provide any information? Like I know a lot of people provide updates, market information.

Our system looks like this every month. We'll provide some kind of content for our customers to send to their customers. It might be, here's how to improve your credit score. Here's the latest tax advantages for real estate. Here's the trends in buying second homes. Here's how to protect your family from identity theft, number one crime in America. And then, so we call them items of value. And then, so then what I do is I call by. Hey, Neil, Brian here, just checking in. I don't know if you saw that stuff on identity theft, number one crime in America right now, mainly unreported. There's a few basic things I pointed out for you that you can do. I want to make sure all my favorite customers are taken care of. So just checking in. Give me a buzz if you need any help on this. Just so you know, I'm never too busy for any of your referrals. Neil, thanks a million. Click easy. So I'm going to say this. 10 calls, five notes. 10 calls, five notes a day. Seven pop buys in a week, every.

Week, 52 weeks a year.

No, 48 weeks a year.

What are the other ones? Vacation.

You're allowed to take time off, you know.

Yeah.

We talk about work by referral, live the good life. So last year, our average client. So we measure two things for our customers, right? So I have all kinds of metrics and you know, CFOs and all of this stuff, but there's only two numbers. I want to know how many, how much they made, how much time they take off. So for our one to one members, it was 435 and five weeks. And for our leadership clients, it was 775 and seven weeks. And so if, if everyone in my executive team is aware of those two numbers because if those folks make that money and have that kind of time off, we will all get stay employed.

Yeah.

Period. So but it's, here's the activities. Do these activities now again, then the coaching comes in. How do you do them more skillfully? Right. How do you do it in such a way that you go on the appointment, you don't just get the listing, you walk away with a referral that night. So now I'VE got a referral, how to take every buyer and duplicate them. So those kinds of things. Now, it's been more skillful. Our average client, only 6% of our average clients have a budget when they come to work for us. Yeah. So when we. When we work with us. And so at the end of 18 months, we 100% of our clients have a working home budget and a working budget for their business. Non negotiable because we can help them make a fortune. But they don't manage it. It's gone. So just basic fundamental things. So it's okay. Do your miracle morning. Plan out your first hour, and then plan out your second hour. And then the other dynamic is, for me, I like taking people to lunch. I'm an Irish guy. We're very hospitable, you know, and Irish people, typically, you know, it's going for a drink with people. But I found coffee, breakfast, lunch, you know, you got to eat. And I'm a very perpetual person, so I'll forget to do it. So I started putting it into my schedule, and then I'm like, okay, who am I going to take to lunch? And I go through my database and think, think, who do I need to take lunch? And then I'd. Okay, I'm gonna call up, and I might have to. Two or three calls. Hey, what are you doing on Thursday? Love to take you out for a bite. Next thing you know, we're having a good conversation, Just had breaking bread and, you know, oh, you know, Brian, our CFO is actually moving into town. And next thing you know, I'm getting a referral. So I was averaging. Now, this is without all the fancy stuff we have today. I was averaging 35 referrals a month in my business.

So people call these, like, lucky moments. When you get into referral, you know, you feel like, oh, man, I got a right place, right time. What Brian's talking about here is you're creating your own luck. Like, you're just. You're there, and the guy had somebody who happened to be moving here, and you had the conversation. Plus, you're asking for the business. It's not like you're just hoping that people think of you. Like, hey, I'm never too busy for your clients now. And some people feel that's cheesy. They have a new way of saying it. Whatever. If you're not asking, you're not getting anything. So two things you said there, which I think are really important. Number one is you brought up the fact that put your phone away and Then everyone's going to push back and say, well, my phone's how I text and stay in contact there. I'll tell you this. There's a guy who I collaborate with. Who is the number? He's in the top three agents in Orange County, California. His name's Kevin Sturman, and you can see him on Instagram. Kevon is his. Is his ig. He spoke my event. He's in the top. He makes a ridiculous amount of money. Scaled his team. Great guy. Posts every day on social, but he also knocks on doors and does the things that you're talking about. He does both. Okay, perfect example of this. He told me he has two phones, Brian. He has one phone with all of his apps and all this stuff, and that's his family and friends and stuff. And some of us text that phone. That's the number I have with him. Whatever. He has his other phone for making the calls on that other iPhone. There are no social media apps. There's no distractions.

And.

And somebody's going to be like, well, dude, I don't want to pay for two phones. Like, what does it cost you? It's an extra thousand bucks for the iPhone and then another 100 bucks a month for the plan. Like, you'll make so much money on that, right? And, you know, I was, I was just thinking about when you said it. I'm like, dude, I should have two phones, because how many times I get in here, bro, if you told me, like, hey, Neil, did you ever text that client? I'll open up my phone, I'll see notification, I'll get pulled into something else. And we're in the age of distraction.

It is. And that's what's. It's harder.

It's hard pulled in all these different.

Directions and it's more challenging. It's not like, you know, pull yourself up by your bootstraps. There's. There's more defense mechanisms now. It's harder to reach people now. It's hard to get people to answer the phone now. You know, there's a lot of challenges, people working from home. There's not this buzz of energy where you could feed off one another, which. And by the way, we got to take the self out of self employed, right? We do better together. Like, we're having a conversation today. It's better than you just talking to the camera or me just talking to the camera. So human beings do better together. So it is more challenging. It's a more isolated culture we live in. It's a more distracted Culture. But it's also easy to just dissipate your energies into this and the overall performance. And that's why I use a word that's very, let's say it's not as appropriate to use anymore. I use the word lazy.

Yeah.

And the reason I challenge that word is this. Because your family's at Jeopardy, you're behind on your taxes. Right. 50% of all realtors and lenders are behind on their taxes.

Okay, that's crazy.

50%, yeah. So the thing is, we don't have time for this. Like, you got to get after this. Like, this is life and death. You know, I come from, you know, a poor background in Ireland and I came here with nothing. I get in a motorcycle accident. I have $252,000 in debt as a 19 year old in 1986, I got no safety net. I gotta go. Like, there was nowhere for me to call, there was nowhere for me to get help. I had to go.

No plan B.

And so that's.

Right.

And so you get after it. Then you start developing these habits and these routines and then, then you find creative ways to do the same thing.

Yeah.

And that's where to me the digital stuff, like, exactly. That's beautiful.

Yeah. So this is the. I guess the big takeaway is like, you know, a lot of people just don't have that fire to do the things. So first of all, get focused on that and then put together a plan of what you're going to do every day. And, you know, one thing I want to make sure we wrap up with is like, I think one tactic you mentioned, one thing in there that really caught my attention was when you get a buyer, how do you turn that into multiple buyers? So we'll get into that one second. But what you just touched on is so important because I get these messages from people all the time and they've told me that over the last few years, they have almost gone into a bit of a depression because they came off this thing. And it actually is a real psychological thing. When you were making more money and you have a drastic decrease in income, it does mess with your head. Okay. So yes, they're lazy. But then at the same time, like, I have a little bit empty because I'm like, bro, you're just not the same dude that I used to know. Like, you, you don't have that same fire. I see like a little bit of sadness behind your eyes. I'm like, what's going on? Well, you're making less money. And then I'm like, okay, well, let's go make some more money. Let's get back up. But I will say that, like, that is one thing, so you need to get out of that. And the best way to get out of that is through action. You know, like when you feel anxious and you feel worried, like, just take action. And one thing I don't understand, and I can't believe this is like, as a, you know, whether you're the sole breadwinner or not doesn't matter. You know, I'm more old school, like, like you. And I feel like it's my job as the man of the home to be the big provider, you know, So I feel like if I'm not doing that, I'm failing. But I think, you know, a lot of dual income doesn't matter. But, like, for yourself, you need to, like, get into that mode. Like, somebody told me, hey, I'm having a hard time. We, we aren't able to afford these things. We aren't able to do this. For me, like, the discomfort of coming home and telling my wife, hey, you know what, we need to, like, really lock in on expenses and, like, we need to, like, cut back. We're not going to take the trip anymore. We need to sell this or sell that. That would be way worse than me just doing the work. So, like, I would rather do the work than have to have that conversation or feel like a failure there. You know what I mean?

Look, nothing but empathy for people. That's why I have a coaching company.

Yeah.

You know, and I know where I started from and how difficult it was. The other dynamic is, it's, it's. What you're talking about is finding the motivation and attaching the meaning to it to go do the activities. Yeah. And, you know, 47% of people in real estate didn't sell a home last year.

Wow.

That's 700,000 people.

How are they living? Like, how do you pay your bills?

So they're. They're doing other things now or they're using credit or they had money in the bank. A lot of people had cash and then have used up all their savings. And just give context. This is the lowest volume of sales in the last two years since 1993, when there were 80 million less Americans living in the country.

Wow.

So imagine you have the lowest number of sales and there's 80 million less people. This is by far the worst.

80 million more people.

So there's 80 million more people now. So when you go back to 1993 and you go that's the same level we're at transaction wise. And there's so much more needed demand. These are the two worst real estate markets actually in 100 years. So it's understandable. But the other dynamic is like you say we spend our time, oh, how can I refinance? I'm going to spend my time. I'm going to refinance that credit card to use this credit card. So you're using your energies, you know, oh, I'm going to sell this piece of furniture. I'm going to cut back my expenses here, all that kind of good stuff as opposed to how can I pour this energy into being proactive? I need to know I'm swimming against the tide. Agents are leaving the business. Lenders are leaving the business. People are nervous and scared, but people are still doing deals. You know, people are still getting 7 million babies are born in America in the last two years. Right. There were 7 million divorces. There's going to be 9 million people transfer jobs this year alone. Those are three big reasons why people move. So, okay, they need a bigger house. I don't care what the market's doing. I don't care what the interest rates are. So then it's like, okay, you know what, Neil, I know the rates are a little higher. Why don't you buy and then refi. Let's buy now. This is. Rates are not going to last forever. Buy now and refi. Guess what? You got three kids living in the same bedroom, keeping each other up at night and so on and so forth. It's time to move up. By the way. People are nervous, people are scared. We're going to be aggressive.

Yeah.

And you're going to win. Let's buy now and refi.

Yeah.

And people. Okay, that makes sense to me.

Yeah.

My kids are sleeping on top of one another.

Yeah. It's huge. And so people are always going to be transacting. If you ever feel down and out, like, look at the number of deals that closed this month in your market. There's deals happening. Example of this on the mortgage side is I saw a lot of mortgage lenders feel like rates are too high so they're not helping their clients with cash out refinances. Look up in your market, how many people pulled cash out of their home this month. It's a lot of people.

Yes.

Where are these people going? They're going to online lenders. Why? Because you believe the rates are too high to help them. So you should be reaching out to people and being like, hey, just so you know, you know, people are sitting on a lot of equity. I noticed your equity is that, you know, you talk about these calls you make. If you want to make the call, like let people know how much equity they have in their home, we use a tool called homebot, which automatically emails them their equity and starts conversations. But if you want to reach out as well, like, dude, you're killing it on this, on that purchase, man, you timed that perfectly. Great job. I had a little bit to do with that, but you know, awesome. But anyways, looks like you're sitting on about 200k in equity. And if you ever need to chat about maybe you have other debt upcoming, large expense, reach out. I've got some options and I can. Happy to walk through that with you.

Brilliant. Perfect.

That's valuable.

Well, so here's the key. We need to get away from ourselves and into our customers.

Yeah.

The average rate on a credit card in the United States right now is 28 and a half percent. Yeah, average rate just got published. Shocking. I thought it was 22. So if you call through your database and you get them a HELOC or something like that. And what is, I don't know, what's the rate on a HELOC today?

Is it 9%?

9%?

Yeah.

Well, if somebody goes from 28 or 25 or 22 to 9%, you just did them a huge solid. Yeah. And got them a little tax deduction as well.

And somebody reached out to me, they were like, hey, I don't need anything, but what do you think about HELOCs and explain to them. And I just told him, look, bro, I think you should take a HELOC on your house just in case, you know, the wealthiest people, the richest people don't wait till they need money to borrow it, they borrow it beforehand.

Right.

Look at like Apple and these huge billion dollar, the most successful companies in the world. They'll do a bond offering to raise money.

Why?

They don't need the money, but they'll do it in certain times to prepare for something in the future. You can do that with a HELOC and you don't even get. You have to pay a small fee annually, but for the most part, just there for when you need it. If you wait till you need it, they won't give it to you. You know, so that's just one thing I thought about. But I'll tell you this, what, what you said about, you know, getting after it and stop looking at cutting expenses. How I got rich, you know, just straight up Is I stopped trying to focus on anything except for bringing in more deals. And I didn't care. I almost, like, disregarded everything else. Like, and I remember thinking at the time, I was in debt a little bit. I remember, you know, we were just. I was. We were not broke, but it wasn't like we were well off. We didn't have cover. Like, we would have money come in and it would go out.

Yep.

And it would be like there was no comfort there. And I remember thinking like, this, it's fine. We're not starving, but at the same time, this sucks because there's nothing left over and I'm going into debt. And all I did was like, I started to not care about the debt anymore. And even if, like, what's the worst that happens if you don't pay a credit card or, you know, like, people. What's the worst that happens if you go bankrupt? You know, like, these are terrible things that people think of.

Yeah.

But the upside is, like, what happens if you just focused on bringing in more income if you brought in one more deal? You can't cut enough coffees, bro. Like, I can't cut enough coffee or lunches to make up for what the impact of that is. So I think, like, people focus on chopping expenses. You should just focus on bringing in more deals. Like.

Well, I'll tell you, like, more deals.

Cures everything in your life.

Yeah. First of all, you're 100% right. You're just bang on. And the second thing is the philosophical or the mental approach that we like to encourage people to have is play like you have the money in your pocket. So a great example of this would be back in the 60s, Lee Trevino, the first Hispanic golfer in the marketplace. You know, it was a very white sport, and he doesn't have any money, and he ends up winning the US Open. And it changed his whole world. And he goes on to be a multimillionaire and a huge success and one of the greatest golfer who ever lived. And they said, lee, we know you didn't have any cash when you came here. How were you able to make that putt to win the tournament? He goes, well, I acted like I had the money in my pocket. So then I just went out and played golf. One of the things that, you know, when we have, like, I was in huge debt early on. One of the things we do to help people turn it around is you're broke two days a month. The day you get the bill, and the day you have to pay the bill, the Rest of the time, act like you're a person who has the money. And when you act like you're a person who has the money, it changes your approach to things. You know, when somebody's in debt, they're like, well, what the heck, you know, one more pair of jeans isn't going to kill me. Right. It's such a small amount. What's the big deal? When you're a person who has money and you're trying to grow it, you go, hey, I'm not going to do that right now. I want to invest that money and make it grow. So I think you need to act like you're already the person you want to be. Act like you're the person who's at the production. If you're a person who wants to do 100 deals a year, what is a person who has 100 deals a year? How do they go through their day? How do they. Are they scrolling on Instagram right now? No, you know they're not. Are they stuck on YouTube and great. No, they might watch the six minute version of Joe Rogan, not the two and a half hour version. So act like you have the money in your pocket. Become ahead of time the person you want to be.

Yes.

And so I, I didn't know anybody with money. I grew up poor. I grew up as a house painter, son, whatever else. But I started meeting people and connecting with people and learning and not putting on some phony thing. But it's like, ah, that's how they think. And then I put that on long before I had the money. So to me, being broke is the state of account. Being rich is a state of mind.

Yeah.

And so you got to put on that state of mind ahead of time.

Yeah, it's a, it's a mindset of the richly just are more, more comfortable with risk and taking risks and betting on themselves. And you start to realize like a lot of this was a huge mind shift for me was I found out a lot of really successful people aren't smarter than me. It's just they, they were more comfortable with taking that chance and taking a bet on themselves. And so once I started doing that, you know, then you start doing the work and you're like, man, this is the mindset. And it start, it's like, it's like a moment, it's a momentum thing. You know, the boulder's hard when it's stuck. Once it gets rolling, it becomes easier to push. You know what I mean? So I think that's huge, by the way. Everything you said today in terms of your strategy on what you should reach out and do, these are all pieces of content. So when I talk about content marketing, it literally is the same thing. We talk about, you know, this equity strategy. We talk about, you know, like, we had a guy in our group, Brian, who said he reaches out to his clients to let them know, hey, have you set up a living trust? Did you know, like, if something were to happen to you or your wife, like your home, it would go to probate. And that's a nasty process. Want to make sure all my clients are taken care of and you have your home in a trust, you need a referral. Here's where I trust, love us. He doesn't get anything out of that, but, like, it's something valuable. Yeah, he made the same thing. He'd been doing those calls for a decade. He made the same thing as a video. And you would think that's a boring video. It was his most viral video on social media because he goes, do you know what happens to your home when you die? Well, if you, you know, if you don't have it in a, like, here's what happens. It goes to probate. If you have a will, here's what happens. But if you have a trust, here's what happens. And should you get a revocable or unrevocable trust, whatever viral video, so, you know, if it's working one to one and it's valuable, it will also work one to many. And so everything we're talking about works both ways. It's not or it's. And again, I think it's so important. So just wrapping up here, you said, I want to leave people with. I want to get people paid here. I want to get them more money. So when you get a deal, you said, how do you turn one deal into multiple? You said a deal multiplier for buyers.

Yeah. So I think the key component, like, the day I meet a buyer, I let them know, look, finding you a home is a high priority to me. And I'm going to be up and down, down at dusk trying to find you the best home, the best fit at the best price. And what I'm going to do is I'm going to, I'm going to keep you updated. I'm going to show you properties down on the market. I'm going to find out lists every day. I'm going to call you every day. And if there's nothing on the market, I'm just going to call you and leave you a message. Let you know nothing come up that day. And I want you to know that this is not typically how a real estate agent does their business, but this is how I do business because my business is built by referral. So during the course of the transaction, my goal will be to find you that perfect home, put all my energies and efforts into that. And rather than spending all day looking for the next client, I would love my clients like you to find me someone to replace yourself with. So my goal of head and rear down, I'm going to do everything I can to help you find a home. And then when you're out and about in the marketplace or you're at the office, you're at church, you're at a ball game, and somebody's talking about real estate, I'd really appreciate if you could refer them to me. And as long as my clients keep doing that, it allows me to really zero in on their needs. And I would say that several times during a transaction, I averaged, in a five year period of time, two referrals per buyer. Prior to closing. With.

Prior to closing.

Prior to closing.

Wow.

Because a buyer can refer you because of the act of supporting them in finding a home. So you can say, my realtor is great even when you're not even under contract. Now, sellers, it was one. Because the sellers wait until you close the deal.

Yeah.

Because that's really the act they hired you for. The buyer was the finding and the pursuit and then the negotiation. So I found the buyer is referred at twice the rate of a seller during the relationship of meeting them as a client and then closing the deal.

Yeah. This is huge. So if you don't have enough referrals, number one question I would say is, are you asking for them? If you don't know how to ask, rewind this video and write the script down. Brian literally just gave you verbatim what to say. And if you're not comfortable saying that, practice it a bunch of times in front of the mirror. Practice it with your friend. You know, like role play. That guy Kevin I was telling you about earlier. Who's the number? You know, top three agent in his market, he role plays for hours. His office, they do like one day a week where they just role play.

Yeah.

And they're practicing. So, like, you don't want the first time you say this to be on the first call. Like, say it a few times and then you'll get comfortable with it.

Call your own voicemail.

Yeah.

And it sound. It feels awkward. Sounds great.

Yes, sir. Yeah. So this has been huge. I think we should do another episode about tactics, man. And really looking forward to doing some more stuff. If you guys got value from this or if you want Brian to come back, leave a comment, let me know. What was it? What you really liked about this episode, what you want to go deeper on? And if you want me to bring Brian back, I will bring back based on the comments. Last time I we had a guy back on twice, it's because of you. So I read every single comment respond to you guys do that. And thank you so much, Brian, for being here.

Pleasure. Congrats to you on all your success.

Yeah, I appreciate it, man. And we'll see you guys on the next episode.