Top Realtor, Master Mentor and Real Estate Coach Krista Mashore Talks Shop With Mark

Hey it's Mark Podolski the land geek with your favorite niche real estate website, the landgeek.com and on this week's Art of passive income podcast. I am really excited to introduce to you. I'm going to put on my anchorman voice. She's a big deal. Krista may sure from kristamayshore.com if you're not familiar with Krista May sure she has been in the top 1% of realtors nationwide for 20 years. She's personally sold over 2,300 homes. It averages 100 homes a year. She is now in the top 1% of coaches nationwide but she is the author of four, not three, not two, four best selling books focusing on digital marketing. She's been featured in Forbes, Inman news, the Wall Street Journal, NBC, Fox and more. She's spoken on stages of 10,000 plus longs like Grant Cardone, Russell Brunson, Tony Robbins. Krista recently took her Duke coaching business from zero to $25 million in just under four years. She's a big deal. She's a recipient of seven 2 comma Club Awards and one 2 comma Club X Award and done two triple C award from ClickFunnels. Kristen Mayshore, welcome.

Thanks for having me. I think you're the one person that talks faster than me. And those awards are not updated. We have 112 comma club awards. We have two 10x awards. We're just about ready to hit our 50 million mark.

So you're so you're 50 million. So Krista, let's just rewind the tape.

Yes.

And how did you go from being a realtor to being one of the most badass digital marketers on the planet?

You're so funny. I just love you by the way. You're the best energy and I love when people tell me that. Just I just. You're great. Anyways, you know I was, I used to be a teacher and I love teaching, coaching people and helping people. It's kind of my nature obviously being coming from a teaching background and I had been know averaging 135 homes a year if you take you know how many years. I was actually full time agent and I decided like I have mastered this. I'm really good at it. I did it in a very non traditional way and I thought let me teach other people how to do it. So I decided to open up my coaching company and to teach real estate agents and lenders. Now I'm actually coaching other entrepreneurs on my business model and they're doing amazing so it's, yeah, it's been, it's been great. It's, it's just different. You know, I feel like for so long agents have been taught, you know, to do things like open houses and cold calling and door knocking. And times have changed and it's unfortunate that the real estate industry has not really adapted there, there. I hear things like, well, I think it's time I should start doing video. I think it's time I should start thinking about funnels. It's like, no, it's been time. It's been like 10, 15 years time. Right, right. So and for, you know, you think about like the, the travel agent is pretty much gone, but not the travel agents that specialize. Right. There's still travel agents that specialize and that have adapted and, and changed. You know, Blockbuster, you never thought would have gone out of business and now they're completely exceeding there's one Blockbuster and there was like thousands of them because they didn't evolve and adapt in time. And so, you know, I know right now is a really difficult time in real estate. You know, interest rates have just on above 7% and agents, we talked to agents that haven't sold houses for months and months. And so a lot of people are backing up. But if you talk to any of the most successful companies during times like this is when they really double down. They went all in on their marketing and because you know, this is a good, Sorry, I'm talking too much. But you think about Pepsi, right?

Right.

In the recession, Pepsi was like the number one brand. And when, when the, when the, the recession happened, Pepsi like pulled back. Well, Coca Cola went all in. They doubled down, triple down and Pepsi nearly went bankrupt. And I think it did go bankrupt back then. And they even actually went to Coca Cola and asked Coca Cola to buy them out and they said no. Coca Cola became global at that time and dominated the space because they did the opposite of what Pepsi did. So right now more than ever, real estate agents and lenders and quite frankly, any entrepreneur needs to double down on their marketing and fertilizing and watering their garden so that they can position, position themselves as the authority.

I, I totally agree with you and I think it's, and I'm thinking back to let's just say 2008. Right. Think of all the opportunities that happened in that great recession and the people that were fear based and held back. And then there were the people like, oh, now I'm buying up homes, now's the time, right. And it's in the same mentality can be done entrepreneurially in. When there's a slowdown. Now is the time to take advantage of the opportunities in your, in your space. Because most entrepreneurs are going to start looking at the, okay, where can I cut? Right. And the contraction. As far as thinking, okay, this too shall pass. Now's the time to double down on the investment to really help grow when the inevitable upswing occurs. And I'm there and I'm well positioned and I've taken care of my clients and my customers and the marketplace and added more value during this tough time than ever. But Krista, how do you think about it as far as, how do you get someone to, to switch that piece? Because there is the logistical. I don't have the money because the cash flow is starting to dry up now.

So I. It's a business, right? If you think of any business, I think, and I'm probably not saying this correctly, I think it's around $1.5 million to invest in McDonald's. And the average McDonald's person makes $150,000 a year profit, right? But most businesses aren't profitable for years and years. And it's because they, you know, I know someone that spent $275,000 on a portable coffee like cart type of a thing to sell a, you know, $5 cup of coffee. It's an investment. Real estate is no different. In fact, you know, as a teacher working for six years, I made with a master, I made $60,000 a year. My best month in real, my best month in real estate. I made $360,000 in a month in gross commissions earned. But it was only because I positioned myself as different. And here's the thing, if you don't have the money now, you're never going to have the money. I have not lived at home since I was 13. So I ended up in juvenile hall, a group home, and then a foster home. And when I turned 18, my foster parents, who are really good to me, but the money ran out and they said, hey, you've got to, you got to move out. So what I did was I got loans. I put myself through college. I made it work, right? I'm not saying, oh, it's all about me, but I mean, imagine foster kids. Most foster kids end up on the streets. They end up on drugs, pregnant. Like it's. I think less than 1% of people go to college that are foster kids. And you have to just make it work. You have to even. It means getting loans. I mean, marketing and innovation is the Backbone behind any business. And so when the market crashed back in 2008, I remember being a little bit ahead in the game and realizing, okay, something is not right here. How is it that from one day to the next, a house can sell for $100,000 more on the exact same street, the exact same model. Something is wrong. And so I started, I got my short sale credentials, I started reaching out to asset managers. I flew and invested in meeting asset management companies, sending them packages that says, you know, let me knock your, Let me rock your socks off. And I put a thing of pop rocks and socks on there on a package of my, all my how I knew how to do BPOs and my, my short sell credentials and all that. And I had 13 different asset management companies that I landed because I was, I thought ahead, I invested in the money, I took the risk. And you know, my best year in real estate was 169 homes I sold during the short sale as a solo agent with another, with an assistant and transaction coordinator. And I'm telling you this again, not to brag, but it's like you have to be willing to invest in being different, invest in marketing. And right now it's, there's never been a better time because I'm in a mastermind group or one of my students is in a mastermind group different than mine. And he said that, well, somebody named a stat that 50,000 thousand agents left the business last month. They expect another 500, 000 agents to leave the business. And because everyone is getting scared, right? But now's the time when you want to invest in, in, in people knowing you. Attention is currency. And the more attention that you can get, you need to relate that to money, right? And the more, and right now people aren't doing it. So it's a great time to be talking about people still need to buy. People are dying, they're getting divorced, they're moving, they're having kids, they're relocating. All of those things are still happening. I mean, I have a student right now who's been in the business for three years. He has 34 transactions in escrow right now. Of those, 34, like 31 are personally his. He's got a small team, but he does, you know, 99% of the business transactions are still happening. You just need to get more market share. You need to take a hold of more of it. And the way to do that, it's not by retracting. The way to do that is by investing more. Like I'm literally asking myself how Can I invest to get more eyes on me? I just need to get. Because I'm literally doing the same thing right now. Because real estate has been harder because of the recession, because of interest rates and all that. My sales in my coaching, have declined. In fact, the past two months are the first two months that we didn't do over $1 million in from a virtual event. We averaged. We were at 1.55 million on average. If you take our sales over the past 28 months and now it's almost been cut in half. So what am I saying? Like, my profits have drastically declined. Almost, almost like not even really making money, but I'm like, how can I get more attention? What I need to do is now I need to, I need to fill up the events more. I need to put more butts in seats so I can convert more. I need to spend more to make more. I'm not thinking of the opposite. And that's how wealthy people are. That's how wealthy people think. You know, in fact, Warren Buffet is one of the wealthiest men in the world. Not sure if he still is, but he says that during the time of a recession, your best investment is on. Is in your business and in your own education and bettering yourself. That's your best hedge against a recession, inflation, interest rates and anything, because they can't take that away from you. So I think that's why I've always been successful, is because I've always been willing to invest. Even when I jumped out of college and, you know, out of my foster and had to invest in getting student loans and I, and I had to pay them all back. It's not like the kids nowadays, they let the gums go. I had to pay every single dime back. And because of being willing to invest and learning how to, you know, do be a master digital marketer, quite frankly, I would say I'm probably the best digital marketer in real estate in the world. I don't think anyone has done what I've done as far as the digital marketing space in real estate, but it's only because I invested in it. And because of that, I'm able to outlast these market shifts, Krista, that you.

Just dropped so many wisdom bombs in, in that, in that talk. But I, I want to go back and hear more about your story. I don't know why that wasn't in the bio. Let's rewind a little farther back now. Yeah, and, and how do you go from let's, let's. I mean, I make the Argument that might be one of the toughest ways to grow up. Foster system.

Yeah. I'm very close to my parents now, but my mom was physically abusive. Pretty. Pretty violently, quite frankly. And so When I turned 13, I started running away. And so I was on the run for about a year, on and off. They. They'd find me, I'd run away, find me, I'd run away. Until finally we broke the law. We ended up breaking into our 8th grade PE locker room and stealing all the clothes because we didn't have any, and stealing all their lunch money because we needed food, and we got caught. And that.

Now is this you and your siblings?

This is me and my. One of my best friends who I was also in an abusive home.

Okay.

And so we ended up in juvenile hall, and then we stayed there. God, that was the scariest thing, too. I remember seeing this one girl literally take another girl's head and bash it into the porcelain, you know, toilet. And blood and teeth were flying everywhere. And I thought to myself, oh, my gosh, I don't belong here. Which I didn't. I was a. I was a good kid. I was just in a bad circumstance.

Right.

And then I ended up going to a group home called Hidden Hills Group Home for Girls, where I spent 12 months there. It was like a. A group home for troubled girls. And then I. They sent me back home, and there were still issues at home. So then I ended up going to a foster home. So I haven't lived at home since I was 13, and I just had to kind of figure it out. And then I ended up meeting a husband and having two little girls. And when my daughters were under 2 and under just over 4, I found out my husband at the time was having an affair. And he ended up draining our bank accounts. And within a couple weeks, I had this new girlfriend that he had, was picking up my daughters on Thanksgiving to take them away for Thanksgiving. And I. I just was so low. And that's the year I sold 69 houses. Because I was just. You know, people say you really need to have a strong. Why? I can't tell you how strong that is. That's so true. Because. Because of the fact that I was in the group home and the foster and the physical abuse, my goal was to, no matter what, make it in real estate. And so I. I left teaching to be a stay at home mom. Daughter got sick, and then I ended up having to, like, dive right into real estate. And it. Yeah, yeah. My first year, I sold 69 houses, and I did it. By being, by having an absolute strong why I wanted to keep my daughter safe in their home. And I wanted them to, you know, to do. To be happy, you know. So that led. That was the strong why behind that. And people always ask me, krista, how did you do that? Like, how are you? How did you average 135 homes a year? And I'll tell you how is I looked outside of the real estate industry to, to see what, how I could utilize what other industries were doing and bring them into real estate. Right.

And I. Yeah, there's a great book about that because the Blue Ocean strategy.

Yes, yes, yes.

So, yes. Yeah. So you Blue Ocean it completely.

Yeah. You know, like, I started doing video. I remember when, when the real estate market got better. So mind you, I was selling our areas and foreclosures for like six years. I had the head account wacho be a Greenberg Capital, niche brokers, Wells Fargo at all of them. And then all of a sudden the market got better, so all my accounts dried up. I went from like selling 100 plus homes a year, and it was like all of 12 assets. I'm like, oh, my gosh. And I lost a listing. And the guy said, I called and said, hey, just checking in. Then, Kristen, we loved you, but the last guy called you a foreclosure queen. And I was like, oh, my gosh, I am a foreclosure queen. Nobody knows who I am. I haven't been doing any marketing at all. So I started studying marketing and I decided, like, I was going to dominate two different neighborhoods. And I did that by sending out postcards in the mail every two weeks with the market update and what I call becoming a community market leader. Anything and everything that had to do with those communities, I would be talking about. And then I started driving traffic from Facebook ads with videos about the neighborhoods. And within a year, I was back up to over 100 homes a year. But it was completely like I was starting from scratch. Right? But I did it not by doing the traditional things like people will do open houses and I'll go talk to a homeowner and say, this is why you don't do an open house. People will say how great Zillow is, and I'll say, yes, Zillow is the number one website. But look, Zillow on the, on these 50 listings got, you know, 30 views, 100 views. I'm getting 170,000 views. Like, I'm just showing them how different and unique I am. And when you can stand out and be very different and not do what everyone else is doing. That's when the money will come. And I think so many agents are just like robots and it's not really their fault. They're not taught right. We're taught how many square feet are in a mile. Who really cares? No one even knows that. That doesn't make a difference, at least for me. They're not taught how to run a business, how to be a marketer. And again, remember, marketing and innovation is the backbone behind any business. It doesn't really matter who you know, it matters who knows you. And once they know you and you have, you're having that attention, that currency, what value are you offering? And then once they raise their hand to want to work with you, what are you doing to position yourself before you even show up? Right. I call it winning before you arrive. Like it's, I won before I arrived in a multitude of ways because number one, I was marketing differently. Number two, I was like, before I went on a listing appointment, they had, you know, a book that I had written, they had a marketing plan, they had buyer's guide, seller guide. They went, they watched a, you know, a 15 minute marketing video. I drove them to a funnel where I talked all about their neighborhood and showed like a recent market update. I mean, I did everything I could to ensure that I was going to win and not leave it up to chance. And I would hear over and over and over again, Kristen, no one did what you did. Like, I've heard it thousands of times, literally thousands of times. And I'm like, I know, that's why. And you're going to give me a five star review and you're going to hire me and you're going to pay me a full commission. They'd say, where do I sign?

Yeah, I mean, there's a lot of takeaways in your story. I think that the number one is you're right, it all starts with that big why. And you had a really big why. And I think, and I still, I could still see today that still drives you. I'm sure it's evolved where it's not necessarily money problems that you need to solve now, but now you're giving back. And in the giving of helping other people and how wonderful that feeling is, you are just getting more and more as well, even though ironically, you don't need it.

So I think you always need it. Right? Like, yeah, people will say, I mean, I don't need, I could stop, I can retire right now and be able to do whatever I wanted and you know, we got millions of dollars in the bank and we're doing great. But, and I think we own like around 10 or 12 properties like that all out, all outright. Probably not the best idea. But I don't, I don't like having loans on my stuff. But you know, I, you know, Tony Robbins said that like once you get to a place in your life where you really are like giving back and helping people, that's when you're going to have a whole new level of things. And it's, it's really, really true. Like, I think I've had, you know, one of the best years of my life from my marriage to, to, to just business. And it's also been very challenging. I mean, when Covid hit, my coaching company was at a six week burn rate. I was, we were going to be out of business in six weeks if we didn't completely adapt and modify like, you know, and I had to completely again at that time change my entire coaching model. And I started doing monthly virtual events. And because of that we, you know, my first, my first month of changing my Strategy, I did $1.3 million in a revenue generated for the, for the company. And like I said, from there, from that, we did, you know, 26 months in a row. We did over a million dollars in just the past two months. It's changing. So today I was on a call with my team saying, okay, we've, you know, we've been talking about this for a while. We've got to adapt, We've got to modify. The market is changing. How do we adapt? How do we change? We're actually, you know, we're making some big changes in our company right now. But I think that's. A lot of companies don't do that. They kind of retreat, right? They freeze and they freak out and then they flee, freeze, sleep, right? You've, you've got to, you know, adapt, adjust, modify, pivot. And I think that's, that's where a lot of people need to hear that right now and, and know like, it's not the end of the world. It's just a matter of, you've got to figure out how to have your blue ocean and how to do things differently. And I would say marketing is, is key right now. I mean, if you've got your credit card out, do it. You know, I mean, I took credit cards out to, to learn these strategies. I had to, I sold one of my houses when Covid hit because I was, I needed to have money, you know, as a Backup. You do what it takes, you know, and thank goodness I did because otherwise I would be a real estate agent again. And quite frankly, I don't ever want to have to do that again.

Sure, sure. Yes. So tell us a story about one of your coaching clients and what they were, what they were able to take the, the knowledge that you gave them and change their lives.

I've got so many and I'm not kidding about that. We really do have a program that works, but unfortunately it work. Most people won't do the work like it's, they'll pay the money and they won't do the work and they'll, you know, they'll make the excuses of the market of interest rates in the recession. But we take in brand new agents that have never sold a house before, literally. And they've got nominated like Bruford, best realtor of the, of the year. And they just because perception is reality and making over $100,000 in the first quarter. We've taken eight agents that were doing 100 plus homes like Alicia Collins, she's in Wyoming. She was, she was selling just over 100 homes a year. We got her just, we got her just under 300 homes a year. So we've helped brand new agents dominate against and become top producers and beat top producers and we've helped middle of the road agents that are like. A good example is Lisa Grand. I love her. She is somebody who was actually in a really bad, physical, abusive relationship and she gave us like her last $10,000 and we got her, you know like 16 exit and she was able to leave her husband. Now she's, she's getting remarried and just completely changed her life. So you know, and she invested. That was a scary thing for her to do. Right. But she invested and really learning how to stand out what I call become a community market leader and utilize innovation and technology that we teach to just dominate her. We have hundreds of success stories. It's really do. But we, you know, our program, I take a lot of pride in it. I believe that I'm only successful as my students are. So we, we are just as obsessed about getting them good results and offering them a lot of support and a lot of accountability and help. So we're just as obsessed about getting them results as we are about getting them into our program. In fact, I think I'm even more obsessed with getting the results once they get in there. And that's, that's something that you don't see very often, quite frankly.

Yeah, no, I, I absolutely Love it. Well, Krista, your mentorship has been invaluable. But now we're at the point in the podcast where I'm going to ask you for one more tip of the week. A website, a resource, a book, something else actionable for the auto passive income listeners to go improve their businesses, improve their lives. What have you got?

Yeah, so I've, every single month we do a three day virtual and then it's virtual if they go to kristenmayshore.com forward/land geek. That's kristamayshore.com forward slash land geek. We will dive deep into digital marketing and becoming a community market leader utilizing innovation and technology. And it's not hard, it's just different.

Right?

We teach people a whole new way of thinking about their business and it's exactly what they need right now to protect them, you know, to safeguard them against what's, what's happening. So we are excited to have them come see us there and I thank you so much, Mark for allowing me the opportunity to do that. So I gotta ask you, what is your tip?

So. Well, I, I also want to tell people to go to kristenvayshore.com forward/landgeek but I, I did recently start a interesting book called Nar country by Steven Kotler. I don't know if you're familiar with Stephen Kotler. He wrote Bold in Abundance with Peter Diamandis. He's, he's just really interesting dude. But as I'm aging, he's also aging. He's older than me, but he's doing things to age well and has done some studies and it's a really interesting book. I've just started it but I really enjoy Nar Country. G N A R Country.

Oh, I'm going to get that look good.

So that'll be my tip of the week. I want to just thank the listeners, remind you that today's podcast is sponsored by Flight school. Learn how the next 16 weeks can literally transform life. Start building that passive income without renters, rehabs, renovations, roads. Go up with Scott Todd as your Sherpa who said it thousands of times. I know what you're thinking. That tuition, it's not going to cost you nothing. Guaranteed you're going to make it back 180 days or less. Just show us your work. Learn more. Go tolandgate.com training thelangic.com training and please just do us a little favor. Follow rate review the podcast. Send us a screenshot of that review to support@thelangic.com that way. Krista will come back. Because if she looks at the views, you're like, oh, you suck. Not coming back. You have no reviews. So do it selfishly for you. But it also helps us. And as a thank you, I will send you a signed copy of Dirt Rich. So please do it. All right. Krista, are we good?

Mark, thank you so much for having me. You're awesome.

Thank you so much. Let Freedom Ring thanks everybody.

Thanks for listening to the Art of Passive Income podcast. Are you ready to learn how you can start building a passive income without renters, rehabs, renovations, or rodents? Schedule a free consultation@thelandgeek.com training let freedom ring.