WEBVTT
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[SPEAKER_01]: So many people in this business are reaching out to their past clients, saying things like if there's anything I can do to help, please don't hesitate to ask.
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[SPEAKER_01]: If you've got any needs about real estate or lending, planning on investing, looking to buy sell it invest, then call me.
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[SPEAKER_01]: That is not helpful.
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[SPEAKER_01]: It's the same as when you're in a time of grief.
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[SPEAKER_01]: people come to you and say if there's anything I can do to help, please don't hesitate to ask.
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[SPEAKER_01]: Nobody's ever going to ask you.
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[SPEAKER_01]: No, because let me get that right.
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[SPEAKER_01]: If you're saying that to somebody, what you're actually saying is when I'm hurting, I need you to tell me how you can help me stop hurting so you can feel better about yourself.
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[SPEAKER_01]: It's a very selfish ask.
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[SPEAKER_01]: And that's how many real estate agents and loan originators are operating right now.
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[SPEAKER_01]: They are reaching out offering help because they need help.
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[SPEAKER_01]: Not because they know what help looks like.
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[SPEAKER_01]: It comes through our selfish.
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[SPEAKER_01]: It's like helping me help my business.
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[SPEAKER_00]: Bingo, nobody wants to do that.
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[SPEAKER_00]: Correct.
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[SPEAKER_01]: I mean, I get a CMA from my lender every year.
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[SPEAKER_01]: It's telling me how much half my house is worth.
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[SPEAKER_01]: Because they don't know I bought the one next door and converted them.
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[SPEAKER_01]: And they're delivering it as value.
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[SPEAKER_01]: It's automated.
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[SPEAKER_01]: And it is selfish and saying, look at me at how great I am.
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[SPEAKER_01]: So if we're looking to be able to help people today, will the immediate problem of the first time
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[SPEAKER_01]: The immediate problem of the first time buyer is do I actually want to own a home.
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[SPEAKER_01]: What they're identifying though is that I've got to make my monthly payment because I have to currently pay rent, I have to currently pay my bills, I really need my gym membership, I need my matura allowance, I have to ensure that what I'm doing is I'm going out Friday night, I still also have to save into my 401k in some degree and there's this much need and there's this much money.
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[SPEAKER_01]: So you present them a mortgage that says, well, it's this much money, they're like, what about my matura, right?
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[SPEAKER_01]: Like they're in trouble in that given environment.
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[SPEAKER_01]: But we have to help them understand is there's important problems that could become urgent problems if they don't address the essential problems which is what is their long-term housing need.
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[SPEAKER_00]: And then one was talking to them about that.
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[SPEAKER_00]: And then one was talking about, like, how do you eventually get to the place where you don't have a house payment?
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[SPEAKER_00]: Bingo.
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[SPEAKER_00]: Like, oh, that doesn't have a direct.
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[SPEAKER_01]: And if you're like a 38-year-old right now, when you're renting and you're thinking about, like, mortgage rates, you're thinking about the wrong puzzle.
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[SPEAKER_01]: You should be looking at, is how do you arbitrage, like, long-term future housing costs in some capacity?
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[SPEAKER_01]: 10 years from now.
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[SPEAKER_01]: 10, 15, 20 years from now.
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[SPEAKER_01]: Yet people have been conditioned to think that buying a house is a short-term play.
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[SPEAKER_00]: Well, you know what's crazy is when you explain this stuff, feel it unlocks like in real time for me.
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[SPEAKER_00]: I don't know if anybody else is having the same experience, but like I've said some of the things that Phil is now telling me that would actually repel people.
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[SPEAKER_01]: Yes.
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[SPEAKER_00]: Like, you're messaging is actually pushing people away.
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[SPEAKER_00]: Anybody else admitting this to themselves right now?
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[SPEAKER_00]: It's okay, I'm doing it too, right?
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[SPEAKER_01]: So when they have real simple practical action, everybody could take the content.
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[SPEAKER_01]: And I'd love to see this.
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[SPEAKER_01]: And when you do it, share it with me.
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[SPEAKER_01]: I'm at Phil M. Jones UK on Instagram when you do this.
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[SPEAKER_01]: Is many of you have been on a course where you learn to do an elevator pitch, correct?
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[SPEAKER_01]: Like, hit me up in the chat.
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[SPEAKER_01]: If you've ever been on a course where you learn your elevator pitch,
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[SPEAKER_01]: You may be role-played your elevator pitch back and forward.
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[SPEAKER_01]: You were so proud of said elevator pitch and then what happened is you left the training and how many times did you deliver your elevator pitch?
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[SPEAKER_01]: Zero.
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[SPEAKER_01]: Because it's weird.
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[SPEAKER_01]: And most of you don't live in cities that have high buildings so the elevator doesn't provide itself the opportunities that are promised.
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[SPEAKER_01]: What we really need to win today and this would play out beautifully in short form content is an elevator rant.
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[SPEAKER_01]: I want you to get mad at stuff.
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[SPEAKER_01]: get obsesely, dare I say, pissed at the problems that you're trying to solve.
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[SPEAKER_01]: And this is how you problem-seek.
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[SPEAKER_01]: See, one of the things that frustrates me like crazy right now is that there are so many people sat on the fence waiting for interest rates to drop thinking it's actually going to save the money.
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[SPEAKER_01]: Well, they don't realize that even if they were to drop, which they're highly unlikely to at any point in the near future, then what it would mean is house prices go up and what they save in like $100 a month in a payment will cost them tens of thousands of dollars in the equity of the home.
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[SPEAKER_01]: It drives me crazy if only people knew.
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[SPEAKER_01]: That's a rant.
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[SPEAKER_01]: People like what do you mean?
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[SPEAKER_01]: One of the things that drives me insane right now is that people are winning on the internet because what they're saying is that renting is a better option than buying.
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[SPEAKER_01]: And what it's doing is it's attracting them a huge amount of traffic because it sounds good.
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[SPEAKER_01]: But what they don't realize is that there's going to be people in their 20s and 30s today living with regret in their 50s because they didn't make a decision in 2026.
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[SPEAKER_01]: And they same YouTubers are not going to be underwriting the shortfall that exists in that person's net worth.
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[SPEAKER_00]: That's so good.
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[SPEAKER_01]: But get mad at it.
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[SPEAKER_01]: And what happens is people feel your passion.
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[SPEAKER_01]: If you get mad at the problem, people are come to you for the solution.
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[SPEAKER_01]: Sell people your solution.
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[SPEAKER_01]: They'll say you don't understand the problem.
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[SPEAKER_01]: Because they think the problem is a media.
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[SPEAKER_01]: In the first time buying market, the immediate problem that trying to solve isn't lowering oringly monthly cost.
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[SPEAKER_01]: The immediate problem is the fact that they haven't yet realized that they are going to have obnoxious expense in their future that they haven't considered.
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[SPEAKER_01]: So we turn an important or an aspirational problem into something right here and they go dang.
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[SPEAKER_01]: That's right.
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[SPEAKER_00]: Whoops.
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[SPEAKER_00]: I want to ask you some tactical things here because you've helped me with this a ton.
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[SPEAKER_00]: Any time I've been struggling in sales and I can likely, I can text fill as my friend, I could just shoot my text and say, hey man, I'm getting ghosted.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: And then one time you told me this, I never forget it, you're like, you know, hold on a second.
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[SPEAKER_00]: You're not getting ghosted.
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[SPEAKER_00]: You just didn't give anybody a reason to respond.
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[SPEAKER_00]: That's right.
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[SPEAKER_00]: You're not even worth a response.
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[SPEAKER_00]: Yes.
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[SPEAKER_00]: And it kind of, it was, did you hurt me man a little bit, but it made me realize that whatever I was providing was not valuable enough to even be worth a response.
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[SPEAKER_01]: And that's why I was getting ghosted.
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[SPEAKER_00]: Right.
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[SPEAKER_00]: And so what would you say to the people here who send messages, they're not getting responses, and they would like to re-engage some people that they haven't talked to in months.
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[SPEAKER_00]: How can you get that conversation going again?
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[SPEAKER_01]: Well, most of the reasons that messages don't get replied to is because they're hard to reply to period.
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[SPEAKER_01]: They require some degree of thought, and they get read in a moment where somebody didn't have the ability to reply to it in the way that was needed.
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[SPEAKER_01]: The majority of messages that are saying whether it's a voicemail and the email that takes message or a DM are read in these moments.
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[SPEAKER_01]: They're read between meetings.
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[SPEAKER_01]: They're read in the bathroom, while set on the loo.
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[SPEAKER_01]: They are read whilst waiting for a stoplight, stop sign or a stoplight.
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[SPEAKER_01]: They are read whilst like catching a moment at dinner.
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[SPEAKER_01]: So if I can't respond in that same moment, what am I supposed to do?
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[SPEAKER_01]: Come back to it later.
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[SPEAKER_01]: And by the time it's later, it's already lost its importance.
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[SPEAKER_01]: So be ridiculously easy to reply to.
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[SPEAKER_01]: That's step number one, if you don't want to get ghosted.
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[SPEAKER_01]: Now look at your last sent messages.
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[SPEAKER_01]: How many of them are finishing with like, well, let me know if there's anything I can do to help, or, you know, don't hesitate to be able to reach out, or I'm here for you, or, or let me know what questions you have.
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[SPEAKER_01]: They're really hard to answer questions, and worse, they are not even questions.
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[SPEAKER_01]: They're statements.
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[SPEAKER_01]: So I look at multiple industries messaging and they're saying like, we're not getting replies.
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[SPEAKER_01]: We're not getting ghosts.
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[SPEAKER_01]: I'm like, you didn't give them anything to reply to.
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[SPEAKER_01]: You just delivered a barrage of information that my inside voice will be like, yeah, thanks.
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[SPEAKER_01]: I'll let you know if I've got any questions.
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[SPEAKER_01]: File.
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[SPEAKER_01]: So solve that problem first.
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[SPEAKER_01]: Like this is like, how do we polish and refine?
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[SPEAKER_01]: It's to realize that most of what most people are sending is junk.
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[SPEAKER_00]: So let's just say you and I had a text conversation.
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[SPEAKER_00]: I was a lead, reached out.
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[SPEAKER_00]: And then I went called.
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[SPEAKER_00]: Last text was like, I don't know, 30 days ago.
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[SPEAKER_00]: How would you re-engage me?
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[SPEAKER_00]: And I'm using text?
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[SPEAKER_01]: Yes.
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[SPEAKER_01]: I'd be like, hey Neil, that'd be it.
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[SPEAKER_00]: Just say hey Neil.
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[SPEAKER_00]: Yeah, what are you going to say back?
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[SPEAKER_00]: Right, we're in play.
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[SPEAKER_00]: Now we're about to say the goal is not.
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[SPEAKER_01]: The goal is to get someone to play tennis with somebody.
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[SPEAKER_01]: Don't try to serve aces.
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[SPEAKER_01]: They won't want to play.
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[SPEAKER_01]: If you want to gain a tennis with somebody, you need them get in the conversation.
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[SPEAKER_01]: So they can knock it back.
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[SPEAKER_01]: If it was text, it'd be hey, Neil, and I'd probably come back like, hey, and then I'd be like, we spoke 30 days ago about you potentially possibly thinking about making a move.
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[SPEAKER_01]: Like, is that still in play?
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[SPEAKER_01]: Or have you made an alternative plan?
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[SPEAKER_01]: Question mark.
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[SPEAKER_01]: I yet still in play.
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[SPEAKER_01]: Got you.
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[SPEAKER_01]: So what's happened since?
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[SPEAKER_01]: Well blah blah blah blah blah blah blah blah blah blah blah blah Ah, so you're looking at maybe doing this in the spring as opposed to before year end?
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[SPEAKER_01]: Yeah, probably.
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[SPEAKER_01]: Probably.
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[SPEAKER_01]: I get you.
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[SPEAKER_01]: Spring could be a good time as could maybe turn of the year.
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[SPEAKER_01]: Who's helping you with this?
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[SPEAKER_01]: Oh nobody just me and the miss is got you got you okay um would you like some help question mark what do you have in mind yeah the totally different conversation well is this important to you or not yes it's important well how about this could you carve out like a hole 15 20 minutes for us to jump on a zoom one even in this week
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[SPEAKER_01]: Well, I don't want to like, like, press you into anything.
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[SPEAKER_01]: We know we're not necessarily going to be able to move forward.
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[SPEAKER_01]: And like, I know that, too, smiley face.
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[SPEAKER_01]: It's not offering to help as being helpful, being helpful, being helpful.
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[SPEAKER_01]: But allow it to go back and forth and back and forth.
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[SPEAKER_01]: What many people would do is they're right, like a 300 word text message, and at the end it's asking the jump on a zoom.
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[SPEAKER_00]: Yes, but they don't want.
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[SPEAKER_00]: Correct.
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[SPEAKER_00]: With a calendar link.
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[SPEAKER_01]: Allow the back and forth.
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[SPEAKER_01]: Transactions and relationships are built in the back and forth.
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[SPEAKER_01]: Every time they reply, credit, credit, credit, we're in play and all conversion happens in conversation.
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[SPEAKER_01]: Correct.
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[SPEAKER_01]: And you can converse on text.
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[SPEAKER_01]: I think the winners that will crush in the next 12-18 months will learn how to sell on text.
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[SPEAKER_00]: Yeah, and just to your point, Phil, in all businesses, whether it's a real estate mortgage side that we have a business, and also in the forward side, we're dealing with B to B professionals.
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[SPEAKER_00]: Yeah.
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[SPEAKER_00]: People aren't answering the phone as much.
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[SPEAKER_00]: They love to text, and then it leads to the call.
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[SPEAKER_00]: So you can get people on a silver don't, we don't start with the deal.
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[SPEAKER_01]: 100% nobody wants to take a random phone call.
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[SPEAKER_01]: It drives me crazy that real estate agents bring people to an open house.
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[SPEAKER_01]: They force them to assign in form.
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[SPEAKER_01]: They collect the hotmail address that they haven't used since 2006.
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[SPEAKER_01]: And then they collect a phone number, and they think that they've done the job right, and then they've had that person there on the Saturday, and then they call them on a Tuesday at 2pm when they're at work, trying to get them on a conversation to find out what they think about the house, that we both know that they don't want to buy.
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[SPEAKER_01]: It's annoying.
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[SPEAKER_01]: If you got their cell phone number on Saturday, and you didn't text them on Saturday, you're an idiot.
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[SPEAKER_01]: Because I want that text play, I can chat with somebody about anything business related between 6pm and 10pm at night over text.
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[SPEAKER_00]: I can't cool them then.
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[SPEAKER_00]: Now let's say maybe we did a poor job of that we can fix that going forward.
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[SPEAKER_00]: It's been months.
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[SPEAKER_00]: I haven't heard from them.
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[SPEAKER_00]: I go pull up the text combo.
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[SPEAKER_00]: Yep.
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[SPEAKER_00]: It's been, uh, I don't know, three months.
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[SPEAKER_00]: No response.
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[SPEAKER_00]: Fill brought up a response on this in the caller earlier and somebody text afterwards and said they just did it to reengage a deal.
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[SPEAKER_00]: So can you just quickly tell them like what is the best text to send to that ghosted lead who hasn't talked to in months?
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[SPEAKER_01]: easiest text to send is hey or hi in certain name.
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[SPEAKER_01]: That's it.
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[SPEAKER_01]: So I'm looking at the screen.
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[SPEAKER_01]: I see Matt.
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[SPEAKER_01]: I see Andy.
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[SPEAKER_01]: I see Seth.
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[SPEAKER_01]: If I needed to reengage Seth and I had his cell phone number when we had some history, I'd just send the message say hey Seth.
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[SPEAKER_01]: Is that, is that all message?
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[SPEAKER_00]: Dang, bro.
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[SPEAKER_01]: Seth, tell us in the chat.
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[SPEAKER_01]: If you received a message from somebody that you knew that said, hey, Seth, what would you send back?
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[SPEAKER_00]: He said, no, I said, no.
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[SPEAKER_01]: If it was from somebody you knew that you had history.
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[SPEAKER_01]: Because I agree with you.
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[SPEAKER_01]: If it was said, if it was from somebody called, and there was no back story, different game.
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[SPEAKER_01]: But if this is somebody that you've had previous dialogue with, you might respond, you're highly likely to respond, but that differentiator is
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[SPEAKER_01]: Well, we haven't given up on the idea, but what happened was something with the kids at school and we thought we might try and do something this year, but now It's a two spring summer, rate, six, etc.
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[SPEAKER_01]: We're pretty going to revisit it and the spring.
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[SPEAKER_01]: Oh, got it.
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[SPEAKER_01]: They tell you the truth Or you find out I don't know we have we're moving on it.
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[SPEAKER_01]: We've gone with someone else.
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[SPEAKER_01]: All right.
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[SPEAKER_00]: Or you get ghosted again.
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[SPEAKER_01]: Yeah, either way And for realtors out there as well, like, well, you're going to find a lot of is there in dialogue with you about a house in a neighborhood
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[SPEAKER_01]: And then what they did is they shifted to like seven miles away.
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[SPEAKER_01]: And now they're in a conversation with a different realtor about that neighborhood because they don't see you as potentially a value that can help across all of this.
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[SPEAKER_01]: They just associated you towards one house, one property, one listing, one piece of marketing.
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[SPEAKER_01]: And they saw you as the value in that.
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[SPEAKER_01]: Not somebody who could help them in a wider market.
13:23.405 --> 13:27.326
[SPEAKER_01]: So when they got swayed somewhere else, another open house, another agent, etc.
13:27.967 --> 13:29.327
[SPEAKER_01]: They just started looking over there instead.
13:31.545 --> 13:40.607
[SPEAKER_01]: Our goal is to get to truth, opening fact question will get you there, but the opening needs to be polite, the fact needs to be mutually agreeable, the question needs to be easy to answer.
13:40.827 --> 13:43.128
[SPEAKER_00]: And I just think about getting more conversational.
13:43.148 --> 13:47.629
[SPEAKER_00]: So let's just say, feel it came to my open house, I text him out to where, hey, what do you think of the house?
13:48.469 --> 13:50.049
[SPEAKER_00]: And then ghost, no response.
13:50.709 --> 13:53.270
[SPEAKER_00]: I would literally send you this message, well, that bad, huh?
13:54.211 --> 13:55.612
[SPEAKER_00]: You know, he might laugh.
13:56.153 --> 14:11.629
[SPEAKER_00]: I might send him the you guys ever if you I have a probably a 98% response right on this if they're not replying to the last question and you just started the conversation I used the if you guys have ever seen the Kevin Hart gift he liked put this head out and he's like hello.
14:11.749 --> 14:11.930
[SPEAKER_00]: Yeah
14:12.470 --> 14:14.012
[SPEAKER_00]: I'm here, you know, are you there?
14:14.652 --> 14:27.384
[SPEAKER_00]: They will respond to that, like make it a, make it casual because people think they're, you're texting and calling and blowing up their phone to close them and they have this thing, like we just went to the store with my son.
14:27.644 --> 14:30.467
[SPEAKER_00]: He's 14 years old and he wanted to get a pair of jeans.
14:31.067 --> 14:31.867
[SPEAKER_00]: at the store called Zoomies.
14:31.927 --> 14:38.090
[SPEAKER_00]: And somebody incorporated Zoomies public company must have told all the salespeople to harass people as they come in the store.
14:38.350 --> 14:42.071
[SPEAKER_00]: So we walked in, he's looking at James and this kid comes up, is anything I can help you with?
14:42.331 --> 14:44.052
[SPEAKER_00]: My son's like, oh, I'm just browsing.
14:44.572 --> 14:46.053
[SPEAKER_00]: And then he goes, well, what do you think about these?
14:46.073 --> 14:47.453
[SPEAKER_00]: What do you think about, and he started pushing him?
14:48.114 --> 14:50.455
[SPEAKER_00]: And then my son, Jake, turns to me, he's like, Dad, can we leave?
14:51.907 --> 14:57.310
[SPEAKER_00]: And this guy just, I don't know what he was trained on, but he kept pushing and we weren't ready for that, you know?
14:57.430 --> 15:00.913
[SPEAKER_00]: And so I just think people are trying to push too soon, too much too soon.
15:01.253 --> 15:06.616
[SPEAKER_01]: Well, in that scenario, even about the genes, nobody asked him the question is like, what genes do you wear right now?
15:08.257 --> 15:11.539
[SPEAKER_01]: Like, that might have been a half decent place to start to stop.
15:12.119 --> 15:14.821
[SPEAKER_01]: Not trying to close us, and how'd you go about choosing those genes?
15:15.121 --> 15:16.962
[SPEAKER_01]: And what do you like about the genes that you currently have?
15:17.803 --> 15:21.145
[SPEAKER_01]: And what are some of the frustrations concerns challenges you have when you're existing genes?
15:22.239 --> 15:27.443
[SPEAKER_01]: So if we play there first, it's a safe place to be able to gain context about what somebody truly values.
15:28.064 --> 15:34.669
[SPEAKER_01]: Instead of like, try these, these look good on you, you're going to love these, you don't freaking know, doesn't even know where your boy wants to wear the jeans.
15:35.911 --> 15:41.496
[SPEAKER_01]: Yeah, like it could be for a costume party, it could be free's first big date, like there's different narrative.
15:41.736 --> 15:53.707
[SPEAKER_00]: There's several emotional stories or feedback that came in where a realtor or a lender, and it doesn't matter what industry and you probably happens to everybody, but more so in our industry, where you've worked on, you've worked with them for 90 days.
15:53.727 --> 15:54.188
[SPEAKER_00]: Okay.
15:54.488 --> 15:55.689
[SPEAKER_00]: You've worked with them for months.
15:57.270 --> 15:59.291
[SPEAKER_00]: And now they're ghosting.
16:00.232 --> 16:01.952
[SPEAKER_00]: They just kind of like fell off.
16:01.993 --> 16:09.396
[SPEAKER_00]: How do we re-engage that client and and you, you know what kind of sucks is in our industry, you get fired and no one tells you.
16:09.796 --> 16:10.036
[SPEAKER_00]: Sure.
16:10.397 --> 16:13.138
[SPEAKER_00]: You might find out that they went with somebody else too and they already bought the house.
16:13.258 --> 16:14.218
[SPEAKER_01]: Well, let's reconsider this.
16:14.479 --> 16:15.919
[SPEAKER_01]: You don't get fired and nobody told you.
16:16.079 --> 16:17.400
[SPEAKER_01]: You weren't hired in the first place.
16:19.461 --> 16:21.462
[SPEAKER_01]: And I think that's an important piece to be able to understand.
16:22.506 --> 16:38.493
[SPEAKER_01]: is they didn't actually enter into an upfront agreement with you that says like we're going to work together to be able to achieve an outcome there was no rules of engagement we assumed it though because we did a few calls with them great but there was no upfront contract with the verbal or written said like here's our rules of engagement
16:39.653 --> 16:58.721
[SPEAKER_01]: like you go meet somebody at an event you have a good time you become buddies you have a few exchanges backwards and forwards you enjoy being able to catch up with each other at the bar at the event you see each other at another event and you have a good time and you hang out again you're not friends you are people who were friendly to events
17:00.010 --> 17:03.872
[SPEAKER_00]: But somebody said in the comments, does that mean you should ask for a commitment up front?
17:05.953 --> 17:06.473
[SPEAKER_00]: I mean you can.
17:06.493 --> 17:08.954
[SPEAKER_01]: Yes, you should ask for a commitment, really?
17:08.974 --> 17:09.754
[SPEAKER_01]: How would you know?
17:09.774 --> 17:10.875
[SPEAKER_01]: Now the commitment can be a number of things.
17:11.635 --> 17:14.696
[SPEAKER_01]: Doesn't have to be financial, doesn't have to be a written contract, doesn't have to be.
17:15.017 --> 17:19.599
[SPEAKER_01]: But I would not enter into a commercial arrangement with somebody, without having rules of the game.
17:21.059 --> 17:28.102
[SPEAKER_01]: So if you're reaching out to me today, looking for some help with a mortgage, I would go through a series of qualification questions
17:30.320 --> 17:34.985
[SPEAKER_01]: And I might ask questions like, so you're probably wondering how the money works on my side.
17:35.866 --> 17:41.092
[SPEAKER_01]: And you're gonna say, yeah, well, you realize up until this point in time, you've paid me nothing, correct?
17:41.552 --> 17:41.933
[SPEAKER_01]: That's true.
17:42.313 --> 17:43.274
[SPEAKER_01]: And I've done some work for you.
17:45.066 --> 17:47.848
[SPEAKER_01]: Yeah, I guess, yeah, I didn't understand how the whole thing works.
17:47.928 --> 17:48.228
[SPEAKER_01]: Okay.
17:48.909 --> 17:58.015
[SPEAKER_01]: Well, you know, the way it works in terms of how I'm compensated is, you know, I do a little something on the back end, providing that we find success.
17:58.735 --> 18:02.377
[SPEAKER_01]: So this is a win-win situation and sure you're putting and risking to the transaction.
18:02.397 --> 18:04.599
[SPEAKER_01]: I'm putting and risking to the relationship that comes here.
18:05.358 --> 18:10.022
[SPEAKER_01]: And the only reason I bring that up is I am delighted to work for you and delighted to work with you.
18:10.502 --> 18:16.167
[SPEAKER_01]: And I know that not in every set of circumstances, this is going to result in us reaching the finish line in a short period of time.
18:16.787 --> 18:17.988
[SPEAKER_01]: But I have a couple of simple asks.
18:18.709 --> 18:21.251
[SPEAKER_01]: Is one throughout the process where you tell me the truth?
18:22.312 --> 18:23.153
[SPEAKER_01]: Yep, I can do that.
18:24.414 --> 18:32.260
[SPEAKER_01]: And two is, if you decide that your circumstance of change and you go in another direction, is you'll make me one of the first few people that you tell.
18:33.413 --> 18:33.613
[SPEAKER_00]: Sure.
18:35.294 --> 18:44.300
[SPEAKER_01]: And three is like, when we make this work and go well for you is, you'll tell a few other people about it.
18:44.360 --> 18:46.802
[SPEAKER_01]: So maybe they'll go on to be able to choose to work with us.
18:47.662 --> 18:48.323
[SPEAKER_00]: Yeah, I can do that.
18:49.063 --> 18:58.469
[SPEAKER_01]: And even if we don't manage to be able to find the home and get the deal work for you, if I pour into it and provide you information in sites, it should still be happy to help me grow my reputation.
19:00.193 --> 19:02.615
[SPEAKER_01]: Well, if we can kick off on those terms, I'm good to better get to work.
19:02.635 --> 19:03.436
[SPEAKER_01]: And I'll check hands on it.
19:03.456 --> 19:04.217
[SPEAKER_01]: I'll fist bump on it.
19:04.257 --> 19:05.558
[SPEAKER_01]: I'll smile on it through a Zoom call.
19:05.978 --> 19:07.459
[SPEAKER_01]: I get a verbal yes on it, a call back.
19:08.100 --> 19:12.324
[SPEAKER_01]: But I need there to be some kind of understanding that this is how it works.
19:12.384 --> 19:14.766
[SPEAKER_00]: Yeah, because I think we assume people know how you get paid.
19:15.306 --> 19:19.830
[SPEAKER_00]: They might think you work at a real estate firm that pays you a salary or you don't really care.
19:19.890 --> 19:21.351
[SPEAKER_00]: Or you work at a bank that pays you a salary.
19:21.372 --> 19:22.352
[SPEAKER_00]: And you're just doing your job.
19:23.093 --> 19:23.994
[SPEAKER_00]: There's no obligation.
19:24.135 --> 19:29.302
[SPEAKER_01]: I walk into a travel agent and I start talking to them about vacations and they map out some stuff and send some quotes.
19:29.322 --> 19:39.697
[SPEAKER_01]: If I walk into a kitchen firm and I ask them to be able to do a render for me for my home and this might look like, I don't expect to change my mind and then tell them I've changed my mind.
19:40.057 --> 19:40.257
[SPEAKER_00]: Yeah.
19:40.837 --> 19:45.759
[SPEAKER_00]: I'd just be like that new direction and it's not the way you see the way explained it.
19:45.819 --> 19:49.260
[SPEAKER_00]: It wasn't in a way where it was like, I'm going to tell you how this shit works.
19:49.340 --> 19:50.801
[SPEAKER_00]: It was just, here's how this is.
19:51.141 --> 19:53.562
[SPEAKER_01]: And, um, if I could just let a lot from contract.
19:53.842 --> 19:57.723
[SPEAKER_00]: Yeah, and it's just, uh, and it's not like hard selling them on your working only with you.
19:57.743 --> 19:58.624
[SPEAKER_00]: It even gives them an out.
19:59.004 --> 20:03.286
[SPEAKER_00]: So I think letting people know how the business works and not assuming that they know how the business works.
20:03.606 --> 20:04.806
[SPEAKER_01]: And look how simple that is.
20:05.846 --> 20:06.747
[SPEAKER_01]: You're probably wondering how the
20:09.178 --> 20:09.759
[SPEAKER_01]: How do we get paid?
20:10.440 --> 20:12.863
[SPEAKER_01]: No, you're probably wondering how the money works.
20:13.143 --> 20:14.725
[SPEAKER_01]: Not how we get paid, how the money works.
20:15.386 --> 20:16.468
[SPEAKER_01]: It's a very different question.
20:16.988 --> 20:19.592
[SPEAKER_01]: Particularly for our real estate friends as opposed to just loan originates.
20:19.612 --> 20:20.873
[SPEAKER_01]: You're probably wondering how the money works.
20:21.935 --> 20:22.976
[SPEAKER_01]: And then I say, is a buyer.
20:23.236 --> 20:23.577
[SPEAKER_00]: Yeah.
20:24.214 --> 20:27.355
[SPEAKER_01]: But you see now I hold the right to be able to talk about how the money works.
20:27.395 --> 20:36.259
[SPEAKER_01]: Not just about how I get paid, the attorney's role, the title company, the lender, the, like now I get to own the relationship because I'm talking about how the money works.
20:37.759 --> 20:40.180
[SPEAKER_00]: And you're talking about, from a place of authority.
20:40.341 --> 20:41.481
[SPEAKER_01]: And I can quarterback the whole thing.
20:42.381 --> 20:46.063
[SPEAKER_01]: If I'm only talking about how I get paid, I don't get to call the shots.
20:47.268 --> 20:48.791
[SPEAKER_01]: and I make it about my justification.
20:49.131 --> 20:54.781
[SPEAKER_01]: If I'm talking to you about how the money works, I'm simply educating you on how the money works.
20:55.482 --> 20:56.524
[SPEAKER_01]: And you're like, oh, that makes sense.
20:57.123 --> 20:58.984
[SPEAKER_00]: I want to ask you another tactical question here.
21:00.145 --> 21:03.687
[SPEAKER_00]: You told me to stop sending happy birthday messages.
21:03.827 --> 21:04.327
[SPEAKER_00]: Okay.
21:04.727 --> 21:14.493
[SPEAKER_00]: You said for the love of God, Bill, please do not send, and I wasn't doing this personally, but we did have like our team sending them out, and I realized how pretty they were.
21:14.593 --> 21:15.073
[SPEAKER_00]: Yeah.
21:15.313 --> 21:16.114
[SPEAKER_00]: And you said, never do that.
21:16.154 --> 21:16.954
[SPEAKER_00]: So what should they do instead?
21:17.294 --> 21:17.755
[SPEAKER_01]: Oh man.
21:17.895 --> 21:21.917
[SPEAKER_01]: I mean, let's understand the relationship you have with your customers.
21:22.807 --> 21:27.810
[SPEAKER_01]: And one of the narratives that doesn't get talked about enough is inbox equity.
21:28.711 --> 21:33.754
[SPEAKER_01]: By inbox equity, I mean, what do I think or feel when I see your name landed my inbox?
21:35.075 --> 21:38.998
[SPEAKER_01]: Now, I do not need my lender to tell me, happy birthday.
21:39.758 --> 21:41.940
[SPEAKER_01]: I do not need my lender to tell me it's Memorial Day.
21:42.360 --> 21:45.302
[SPEAKER_01]: I do not need my lender to be able to remind me to turn my clocks back.
21:45.702 --> 21:49.005
[SPEAKER_01]: Like daylight savings time is not your responsibility within our relationship.
21:49.706 --> 21:52.269
[SPEAKER_01]: This needs to stop, it needs to stop like right now.
21:52.889 --> 22:02.219
[SPEAKER_01]: And the reason why, particularly on the birthday piece, is how many of you all at home have had a birthday that was less than happy?
22:04.148 --> 22:06.009
[SPEAKER_01]: Like it wasn't actually a happy birthday.
22:06.809 --> 22:07.169
[SPEAKER_01]: I've had one.
22:07.469 --> 22:15.472
[SPEAKER_01]: Yeah, so every outreach that you get, this is happy birthday on the birthday that's less than happy, your inside voice doesn't think, thank you.
22:15.912 --> 22:21.334
[SPEAKER_01]: It thinks something that sounds like thank you, like begins with an F, right?
22:21.434 --> 22:23.895
[SPEAKER_01]: Is what ends up happening, which we're like, I like you less.
22:25.937 --> 22:27.298
[SPEAKER_01]: So we have to change the narrative.
22:27.798 --> 22:32.361
[SPEAKER_01]: Before you write anything or communicate anything to anybody at scale, answer these four questions.
22:32.501 --> 22:36.544
[SPEAKER_01]: One is who are you, two is who are they, three is who are you to them, four is who are they to you.
22:37.305 --> 22:40.007
[SPEAKER_01]: Who are you, who are they, who are you to them, who are they to you?
22:41.908 --> 22:44.990
[SPEAKER_01]: Now, at least down again, like simple questions, they require some thoughtful thought.
22:46.707 --> 22:48.369
[SPEAKER_01]: Now, if you're a lender, who are you?
22:48.529 --> 22:49.971
[SPEAKER_01]: Well, I am Neil.
22:50.671 --> 22:51.072
[SPEAKER_01]: Who are they?
22:51.092 --> 22:52.273
[SPEAKER_01]: Well, they're Mr. Mrs. Smith.
22:53.094 --> 22:54.135
[SPEAKER_01]: Well, who are they to you?
22:54.395 --> 22:57.739
[SPEAKER_01]: Well, they're potentially a recurring paycheck and a wonderful referral source.
22:57.819 --> 23:02.844
[SPEAKER_01]: And they're potentially somebody I can hang out with and a friend and who am I to them?
23:03.818 --> 23:14.706
[SPEAKER_01]: Well, I'm their financially responsible lender to be able to help them make smart decisions about their housing needs from a financial point of view.
23:15.087 --> 23:16.768
[SPEAKER_01]: I'm not their friend, I'm not their buddy.
23:17.769 --> 23:18.629
[SPEAKER_01]: Not yet, at least.
23:20.271 --> 23:21.111
[SPEAKER_01]: So I have to stay in my lane.
23:21.792 --> 23:25.655
[SPEAKER_01]: If I was to send a birthday email, it would go very much in that lane.
23:25.675 --> 23:27.336
[SPEAKER_01]: I wouldn't send it on their birthday.
23:28.157 --> 23:29.958
[SPEAKER_01]: I'd think moment modality message.
23:34.429 --> 23:37.137
[SPEAKER_01]: I mean, the birthday's already crowded in every inbox that they care about.
23:37.798 --> 23:40.105
[SPEAKER_01]: I might pick a day like eight days after their birthday.
23:41.148 --> 23:42.271
[SPEAKER_01]: I might send them an email.
23:42.847 --> 23:45.769
[SPEAKER_01]: I think that would feel like a fair modality to reach out.
23:45.789 --> 23:47.430
[SPEAKER_01]: They don't really need a card from me.
23:48.191 --> 23:50.332
[SPEAKER_01]: I don't like need a sorry I forgot card.
23:50.612 --> 23:51.793
[SPEAKER_01]: They don't want a video message.
23:52.094 --> 23:52.614
[SPEAKER_01]: They hate it.
23:53.134 --> 23:53.755
[SPEAKER_01]: Like that's annoying.
23:53.775 --> 23:56.937
[SPEAKER_01]: Am I supposed to respond with a video now to you even though we're not tight?
23:57.017 --> 23:58.558
[SPEAKER_01]: I didn't do my hair, I didn't do my makeup.
23:58.578 --> 23:59.118
[SPEAKER_01]: This is weird.
23:59.619 --> 24:00.519
[SPEAKER_01]: Don't want a voice note.
24:01.300 --> 24:02.521
[SPEAKER_01]: Quite often you send a voice note.
24:02.581 --> 24:06.364
[SPEAKER_01]: I want to reply and being like, congratulations on launching your first podcast.
24:06.924 --> 24:08.605
[SPEAKER_01]: Like, let's not the game that we're in.
24:09.085 --> 24:10.226
[SPEAKER_01]: Email seems like it's fit.
24:10.827 --> 24:12.088
[SPEAKER_01]: Here's the email that's coming from me.
24:12.868 --> 24:14.529
[SPEAKER_01]: subject line and need to capture attention.
24:14.549 --> 24:15.709
[SPEAKER_01]: What would my subject line be?
24:15.809 --> 24:18.490
[SPEAKER_01]: My subject line might be something like are the rumours true?
24:19.891 --> 24:22.332
[SPEAKER_01]: Would you open an email if the subject line said are the rumours true?
24:22.532 --> 24:23.252
[SPEAKER_01]: Yeah, that's cut.
24:23.452 --> 24:23.792
[SPEAKER_00]: That's good.
24:23.812 --> 24:25.073
[SPEAKER_01]: All right, curiosity a little.
24:25.133 --> 24:26.873
[SPEAKER_01]: Curiously like we're in hooked in.
24:27.094 --> 24:29.354
[SPEAKER_01]: What would my first sizzle in the email it like?
24:29.414 --> 24:38.398
[SPEAKER_01]: It'd be like, hey Neil, rumour has it that eight days ago that you celebrated another milestone of becoming another year older.
24:39.269 --> 24:42.871
[SPEAKER_01]: If the rumors are true as each year older, you're supposed to get a touch-wiseer.
24:44.772 --> 25:02.022
[SPEAKER_01]: Now, if wisdom in the next 357 days has you thinking about a change you might look to make in your personal circumstances, whether it's making a move, making some home improvements, whether you're thinking about investing in further real estate to be able to grow your portfolio, remember that's what I'm here for.
25:04.832 --> 25:16.978
[SPEAKER_01]: So, should you have any ideas that you're looking to make come true before you hit your next milestone, simply reply with what some of those ideas, goals or aspirations can be, and I'll learn how I can be helpful to you over the coming weeks and months?
25:18.239 --> 25:19.580
[SPEAKER_00]: That's a birthday email from a lender.
25:20.240 --> 25:25.003
[SPEAKER_00]: And it's just somebody based on how who they are to you and who you are to them.
25:25.023 --> 25:34.469
[SPEAKER_01]: But look what I could do is like I could even like put parentheses like Ruma has it a lot of eight days ago that it was your birthday and when I say Ruma has it you told me your data birth on your learn application.
25:34.989 --> 25:37.831
[SPEAKER_00]: Like we all hit them and then we somehow put them in a marketing.
25:38.671 --> 25:40.873
[SPEAKER_00]: We don't want to receive this shit and then we're sending it out.
25:40.893 --> 25:45.075
[SPEAKER_00]: So, but by the way, check your CRM to see if it's automatically sending some of this shit.
25:45.095 --> 25:49.317
[SPEAKER_00]: I think some of these services come with out of the box and you have to turn that shit off.
25:49.357 --> 25:52.739
[SPEAKER_01]: Well, and people say, well, I should do it because it's a touch point and it's better than nothing.
25:52.779 --> 25:53.820
[SPEAKER_01]: Not all touching is good.
25:54.300 --> 25:54.520
[SPEAKER_01]: Right.
25:55.121 --> 25:55.781
[SPEAKER_01]: And it is.
25:57.622 --> 25:59.964
[SPEAKER_01]: always better than nothing, sometimes nothing is better.
26:00.484 --> 26:08.169
[SPEAKER_01]: And if you're landing something in somebody's inbox and it's not adding value, it's noise, therefore we've got to remember the boy or girl who cried wolf.
26:09.357 --> 26:13.880
[SPEAKER_01]: It means like, I'm closing that door for ongoing communications.
26:14.220 --> 26:15.961
[SPEAKER_00]: Yeah, and you can even take it a step further.
26:16.421 --> 26:17.381
[SPEAKER_00]: You said this earlier, Phil.
26:17.401 --> 26:19.242
[SPEAKER_00]: You said, make it easy to respond.
26:19.322 --> 26:20.303
[SPEAKER_00]: Make it easy to ask for help.
26:20.383 --> 26:20.543
[SPEAKER_00]: Yeah.
26:20.743 --> 26:23.425
[SPEAKER_00]: So you could say, I put together one page around this.
26:23.465 --> 26:23.765
[SPEAKER_00]: That's right.
26:23.845 --> 26:26.766
[SPEAKER_00]: Just reply, yes, and I'll shoot it over to you.
26:26.927 --> 26:27.267
[SPEAKER_00]: Perfect.
26:27.627 --> 26:29.308
[SPEAKER_00]: Give them the words to ask.
26:29.488 --> 26:32.690
[SPEAKER_00]: That's why these, you ever see guys on the Instagram comment the word home.
26:32.730 --> 26:33.990
[SPEAKER_00]: No, we were just talking about this.
26:34.030 --> 26:34.931
[SPEAKER_00]: Make the word easy to spell.
26:35.071 --> 26:35.691
[SPEAKER_00]: Yeah.
26:35.731 --> 26:38.293
[SPEAKER_00]: But give the people something valuable.
26:38.993 --> 26:42.957
[SPEAKER_00]: and have them ask for it and have them ask for it and then that gives you the handrails.
26:42.997 --> 26:47.781
[SPEAKER_00]: The best marketers are not looking for the sale on the first touch point.
26:47.801 --> 26:49.162
[SPEAKER_00]: They're looking for the signal.
26:50.223 --> 26:53.165
[SPEAKER_00]: I just need you to raise your hand because now I know who to follow up with.
26:53.185 --> 26:53.486
[SPEAKER_00]: That's right.
26:53.646 --> 26:56.108
[SPEAKER_00]: Now I'm not talking to people who don't want to talk to me.
26:56.748 --> 27:06.899
[SPEAKER_01]: And realize what we're getting used to reading is the people that are our customer base are primarily getting a lot of their information from their large language model from their AI-based tool.
27:07.340 --> 27:10.763
[SPEAKER_01]: Their daily conversations and interactions are with chat or Claude or whoever.
27:11.324 --> 27:18.131
[SPEAKER_01]: And as a result of which we are becoming not just used to, we expect hyper-personalized communications.
27:19.022 --> 27:25.344
[SPEAKER_01]: We expect everything we read now and not to be like we used to read Google where we had to interpret like how was this for me.
27:25.724 --> 27:29.385
[SPEAKER_01]: We expect everything we read now to be for me and only me.
27:30.465 --> 27:34.746
[SPEAKER_01]: So if I'm reading an email that is for somebody like me, it's already repulsive.
27:35.747 --> 27:37.687
[SPEAKER_01]: I need to feel an email was written for me.
27:38.428 --> 27:39.608
[SPEAKER_01]: Not somebody like me, for me.
27:40.767 --> 27:46.950
[SPEAKER_01]: And that doesn't mean that your email service provider has the ability to be able to have a search for a place for name, like it doesn't mean that.
27:46.970 --> 27:48.170
[SPEAKER_01]: It needs to be for me.
27:49.391 --> 27:54.113
[SPEAKER_01]: And we've got so obsessed about scale in this industry and how do I reach more people?
27:54.153 --> 27:56.514
[SPEAKER_01]: And how do I look to be able to automate and how do I fund the easy button?
27:57.254 --> 27:58.275
[SPEAKER_01]: The easy way is the hard way.
27:58.575 --> 27:59.995
[SPEAKER_01]: That's always the way to be able to go.
28:01.036 --> 28:07.839
[SPEAKER_01]: And most people that are listening to this conversation right now, they're only looking for tens of transactions, not millions,
28:09.866 --> 28:17.368
[SPEAKER_01]: So what would you say is the average number of brand new transactions, most real estate or mortgage professionals would like to have in the year of 2027?
28:17.488 --> 28:19.009
[SPEAKER_01]: I was the number.
28:20.149 --> 28:23.290
[SPEAKER_00]: Well, let's say 50, 50 for the whole year.
28:23.510 --> 28:23.730
[SPEAKER_00]: Right.
28:24.310 --> 28:31.273
[SPEAKER_01]: Now, if you were looking to have 50 people show up to a dinner party at your house, what game plan would you run?
28:32.433 --> 28:33.453
[SPEAKER_01]: I tell you what you wouldn't do.
28:33.833 --> 28:35.554
[SPEAKER_01]: You wouldn't spray and spray it all over the Facebook.
28:37.510 --> 28:40.993
[SPEAKER_01]: You'd be very intentional about the guest list.
28:41.053 --> 28:43.196
[SPEAKER_01]: You'd be very intentional invite.
28:43.536 --> 28:45.818
[SPEAKER_01]: Personal invitations, custom outreach.
28:46.899 --> 28:47.620
[SPEAKER_01]: And it takes time.
28:48.801 --> 28:49.782
[SPEAKER_01]: And that's what makes it worth it.
28:50.202 --> 28:51.904
[SPEAKER_01]: Yes, exactly.
28:52.495 --> 28:54.776
[SPEAKER_00]: It's people are waiting for something they can't even take advantage of.
28:54.896 --> 28:57.678
[SPEAKER_00]: So guys, I hope you guys got a ton of value from this.
28:57.798 --> 28:58.578
[SPEAKER_00]: I did, I know me.
28:58.698 --> 29:07.022
[SPEAKER_00]: I'm taking notes right now on my phone, so many things, so many ideas in my head on things that I'm going to change with my messaging this week in my content.
29:07.442 --> 29:08.343
[SPEAKER_00]: And bro, thank you so much.
29:08.403 --> 29:11.985
[SPEAKER_00]: You're just any time I put you on the spot, it's like gold, bro.
29:12.365 --> 29:14.186
[SPEAKER_00]: And you're just the absolute best at this.
29:14.206 --> 29:15.847
[SPEAKER_00]: That's why I asked you to be on the today.
29:16.447 --> 29:20.069
[SPEAKER_01]: And people are saying here in the chat like, can anybody write down the questions, et cetera?
29:20.749 --> 29:25.472
[SPEAKER_01]: is we can, but like you know all the keys on a keyboard now.
29:26.132 --> 29:27.133
[SPEAKER_01]: You're still not a musician.
29:29.374 --> 29:32.076
[SPEAKER_01]: This needs to be practiced, it needs to be understood.
29:32.436 --> 29:32.636
[SPEAKER_01]: Yes.
29:32.836 --> 29:37.319
[SPEAKER_01]: If you're looking for something simple understand more about the book, exactly what to say.
29:37.979 --> 29:39.760
[SPEAKER_01]: Yeah, and by the way, if you guys don't have this book,
29:40.837 --> 29:42.058
[SPEAKER_00]: You must be sleeping under a rock.
29:42.358 --> 29:53.505
[SPEAKER_00]: This is literally the Bible in our industry right here This is the Bible and anybody on this group right now if you run a organization If you have a team you're putting on events.
29:54.025 --> 30:06.553
[SPEAKER_00]: I'm telling you right now This guy might be available you can reach out, but you should send Phil an email because He's one of the top-rated speakers in the in our industry, but also I've worked with him at three different of my events
30:07.233 --> 30:12.195
[SPEAKER_00]: And he's always voted in the top of the speakers every single time because of the value that you guys just saw.
30:12.215 --> 30:14.296
[SPEAKER_00]: So if you want to reach out, where can they get a hold of you, Phil?
30:15.096 --> 30:16.557
[SPEAKER_01]: A DM on Instagram.
30:16.577 --> 30:17.937
[SPEAKER_01]: A DM on Instagram always works out.
30:17.957 --> 30:18.938
[SPEAKER_01]: Phil M Jones UK.
30:19.698 --> 30:23.620
[SPEAKER_01]: If email is your place, then fill up Phil M Jones.com.
30:23.760 --> 30:25.621
[SPEAKER_01]: We'll land something into my direct inbox as well.
30:25.821 --> 30:26.481
[SPEAKER_01]: Always happy to chat.
30:26.725 --> 30:41.669
[SPEAKER_00]: And so for anybody who was in the chat asking for replays and scripts and everything that you wanted to transcribe from today's video, we will publish, we're going to clean up the edit, obviously, but this will be published so you guys can check it out where we're talking about in the group is how we turn this into content and actually turn it into business.
30:41.709 --> 30:42.489
[SPEAKER_00]: That's the difference there.
30:42.509 --> 30:43.389
[SPEAKER_00]: But yes, we will put it out.
30:43.789 --> 30:45.750
[SPEAKER_00]: I will say that the stat,
30:46.630 --> 30:50.992
[SPEAKER_00]: And I understand that, you know, 73% of all statistics are made up on the spot.
30:51.012 --> 30:51.333
[SPEAKER_00]: That's right.
30:51.573 --> 30:57.636
[SPEAKER_00]: So I'm guessing I'm just going to pull this out of my, I would say 12% of replays are actually watched.
30:57.836 --> 31:00.677
[SPEAKER_00]: I would say 8% of replays are actually watched.
31:01.258 --> 31:02.538
[SPEAKER_00]: And so I would just think about this.
31:02.599 --> 31:08.241
[SPEAKER_00]: If you're overwhelmed by this, if you're thinking about all the things you need to do in your business, I just want to leave you with this last thing.
31:09.262 --> 31:12.284
[SPEAKER_00]: What is one useful experiment you can run from today's call?
31:13.124 --> 31:13.965
[SPEAKER_00]: don't think about everything.
31:14.606 --> 31:15.727
[SPEAKER_00]: I know there's a lot going on.
31:15.847 --> 31:19.871
[SPEAKER_00]: I know we're busy and you get overwhelmed and what happens to me is when I have so many ideas, I do none.
31:21.152 --> 31:27.658
[SPEAKER_00]: I do nothing and then I feel worse that I'm not doing anything and then I scroll and I see everybody else doing things that I should be doing and it makes me feel even prettier.
31:28.038 --> 31:28.719
[SPEAKER_00]: So if you're like me,
31:29.800 --> 31:32.810
[SPEAKER_00]: How I get out of that is I just simplify it to one step.
31:33.332 --> 31:37.786
[SPEAKER_00]: What is one useful experiment, whether it's one email that you could send, whether it's changing a message.
31:37.866 --> 31:40.153
[SPEAKER_00]: If you do that, you get ROI out of today's session.
31:40.494 --> 31:41.557
[SPEAKER_00]: Don't let this go to waste.
31:41.818 --> 31:45.149
[SPEAKER_00]: Thank you guys for being here and we'll see you guys on the next video.
00:00.051 --> 00:06.413
[SPEAKER_01]: So many people in this business are reaching out to their past clients, saying things like if there's anything I can do to help, please don't hesitate to ask.
00:06.813 --> 00:13.515
[SPEAKER_01]: If you've got any needs about real estate or lending, planning on investing, looking to buy sell it invest, then call me.
00:14.155 --> 00:14.875
[SPEAKER_01]: That is not helpful.
00:15.655 --> 00:17.516
[SPEAKER_01]: It's the same as when you're in a time of grief.
00:18.833 --> 00:22.015
[SPEAKER_01]: people come to you and say if there's anything I can do to help, please don't hesitate to ask.
00:22.756 --> 00:23.716
[SPEAKER_01]: Nobody's ever going to ask you.
00:23.997 --> 00:25.337
[SPEAKER_01]: No, because let me get that right.
00:25.377 --> 00:34.283
[SPEAKER_01]: If you're saying that to somebody, what you're actually saying is when I'm hurting, I need you to tell me how you can help me stop hurting so you can feel better about yourself.
00:35.304 --> 00:36.345
[SPEAKER_01]: It's a very selfish ask.
00:37.025 --> 00:40.908
[SPEAKER_01]: And that's how many real estate agents and loan originators are operating right now.
00:41.648 --> 00:44.851
[SPEAKER_01]: They are reaching out offering help because they need help.
00:45.980 --> 00:47.301
[SPEAKER_01]: Not because they know what help looks like.
00:47.341 --> 00:48.381
[SPEAKER_01]: It comes through our selfish.
00:48.682 --> 00:50.062
[SPEAKER_01]: It's like helping me help my business.
00:50.203 --> 00:51.743
[SPEAKER_00]: Bingo, nobody wants to do that.
00:51.783 --> 00:52.144
[SPEAKER_00]: Correct.
00:52.744 --> 00:54.945
[SPEAKER_01]: I mean, I get a CMA from my lender every year.
00:54.965 --> 00:56.806
[SPEAKER_01]: It's telling me how much half my house is worth.
00:57.707 --> 00:59.788
[SPEAKER_01]: Because they don't know I bought the one next door and converted them.
01:01.109 --> 01:02.490
[SPEAKER_01]: And they're delivering it as value.
01:03.090 --> 01:03.630
[SPEAKER_01]: It's automated.
01:04.571 --> 01:08.133
[SPEAKER_01]: And it is selfish and saying, look at me at how great I am.
01:09.514 --> 01:13.796
[SPEAKER_01]: So if we're looking to be able to help people today, will the immediate problem of the first time
01:16.056 --> 01:19.419
[SPEAKER_01]: The immediate problem of the first time buyer is do I actually want to own a home.
01:20.832 --> 01:40.256
[SPEAKER_01]: What they're identifying though is that I've got to make my monthly payment because I have to currently pay rent, I have to currently pay my bills, I really need my gym membership, I need my matura allowance, I have to ensure that what I'm doing is I'm going out Friday night, I still also have to save into my 401k in some degree and there's this much need and there's this much money.
01:40.716 --> 01:45.537
[SPEAKER_01]: So you present them a mortgage that says, well, it's this much money, they're like, what about my matura, right?
01:45.617 --> 01:47.457
[SPEAKER_01]: Like they're in trouble in that given environment.
01:48.540 --> 01:58.049
[SPEAKER_01]: But we have to help them understand is there's important problems that could become urgent problems if they don't address the essential problems which is what is their long-term housing need.
01:58.938 --> 02:00.139
[SPEAKER_00]: And then one was talking to them about that.
02:00.299 --> 02:04.423
[SPEAKER_00]: And then one was talking about, like, how do you eventually get to the place where you don't have a house payment?
02:04.463 --> 02:04.783
[SPEAKER_00]: Bingo.
02:05.284 --> 02:06.404
[SPEAKER_00]: Like, oh, that doesn't have a direct.
02:06.765 --> 02:12.870
[SPEAKER_01]: And if you're like a 38-year-old right now, when you're renting and you're thinking about, like, mortgage rates, you're thinking about the wrong puzzle.
02:13.130 --> 02:18.095
[SPEAKER_01]: You should be looking at, is how do you arbitrage, like, long-term future housing costs in some capacity?
02:19.175 --> 02:20.517
[SPEAKER_01]: 10 years from now.
02:20.537 --> 02:21.958
[SPEAKER_01]: 10, 15, 20 years from now.
02:23.036 --> 02:26.338
[SPEAKER_01]: Yet people have been conditioned to think that buying a house is a short-term play.
02:26.698 --> 02:32.121
[SPEAKER_00]: Well, you know what's crazy is when you explain this stuff, feel it unlocks like in real time for me.
02:32.141 --> 02:39.065
[SPEAKER_00]: I don't know if anybody else is having the same experience, but like I've said some of the things that Phil is now telling me that would actually repel people.
02:39.265 --> 02:39.425
[SPEAKER_01]: Yes.
02:39.985 --> 02:43.406
[SPEAKER_00]: Like, you're messaging is actually pushing people away.
02:43.766 --> 02:45.786
[SPEAKER_00]: Anybody else admitting this to themselves right now?
02:46.206 --> 02:48.647
[SPEAKER_00]: It's okay, I'm doing it too, right?
02:48.667 --> 02:52.608
[SPEAKER_01]: So when they have real simple practical action, everybody could take the content.
02:52.628 --> 02:53.648
[SPEAKER_01]: And I'd love to see this.
02:53.668 --> 02:55.369
[SPEAKER_01]: And when you do it, share it with me.
02:55.509 --> 02:58.789
[SPEAKER_01]: I'm at Phil M. Jones UK on Instagram when you do this.
02:59.550 --> 03:04.451
[SPEAKER_01]: Is many of you have been on a course where you learn to do an elevator pitch, correct?
03:04.871 --> 03:06.491
[SPEAKER_01]: Like, hit me up in the chat.
03:06.531 --> 03:09.672
[SPEAKER_01]: If you've ever been on a course where you learn your elevator pitch,
03:10.312 --> 03:12.934
[SPEAKER_01]: You may be role-played your elevator pitch back and forward.
03:12.954 --> 03:19.139
[SPEAKER_01]: You were so proud of said elevator pitch and then what happened is you left the training and how many times did you deliver your elevator pitch?
03:20.240 --> 03:20.621
[SPEAKER_01]: Zero.
03:21.181 --> 03:22.442
[SPEAKER_01]: Because it's weird.
03:23.223 --> 03:29.388
[SPEAKER_01]: And most of you don't live in cities that have high buildings so the elevator doesn't provide itself the opportunities that are promised.
03:30.288 --> 03:36.333
[SPEAKER_01]: What we really need to win today and this would play out beautifully in short form content is an elevator rant.
03:37.334 --> 03:38.555
[SPEAKER_01]: I want you to get mad at stuff.
03:39.716 --> 03:44.099
[SPEAKER_01]: get obsesely, dare I say, pissed at the problems that you're trying to solve.
03:44.460 --> 03:45.601
[SPEAKER_01]: And this is how you problem-seek.
03:46.181 --> 03:53.247
[SPEAKER_01]: See, one of the things that frustrates me like crazy right now is that there are so many people sat on the fence waiting for interest rates to drop thinking it's actually going to save the money.
03:53.867 --> 04:06.057
[SPEAKER_01]: Well, they don't realize that even if they were to drop, which they're highly unlikely to at any point in the near future, then what it would mean is house prices go up and what they save in like $100 a month in a payment will cost them tens of thousands of dollars in the equity of the home.
04:06.297 --> 04:07.618
[SPEAKER_01]: It drives me crazy if only people knew.
04:08.700 --> 04:09.700
[SPEAKER_01]: That's a rant.
04:10.101 --> 04:12.162
[SPEAKER_01]: People like what do you mean?
04:12.182 --> 04:19.745
[SPEAKER_01]: One of the things that drives me insane right now is that people are winning on the internet because what they're saying is that renting is a better option than buying.
04:19.765 --> 04:24.247
[SPEAKER_01]: And what it's doing is it's attracting them a huge amount of traffic because it sounds good.
04:24.267 --> 04:31.911
[SPEAKER_01]: But what they don't realize is that there's going to be people in their 20s and 30s today living with regret in their 50s because they didn't make a decision in 2026.
04:32.211 --> 04:37.193
[SPEAKER_01]: And they same YouTubers are not going to be underwriting the shortfall that exists in that person's net worth.
04:38.488 --> 04:39.028
[SPEAKER_00]: That's so good.
04:39.128 --> 04:40.129
[SPEAKER_01]: But get mad at it.
04:41.009 --> 04:42.650
[SPEAKER_01]: And what happens is people feel your passion.
04:43.370 --> 04:46.351
[SPEAKER_01]: If you get mad at the problem, people are come to you for the solution.
04:46.812 --> 04:48.252
[SPEAKER_01]: Sell people your solution.
04:48.292 --> 04:49.853
[SPEAKER_01]: They'll say you don't understand the problem.
04:50.453 --> 04:52.274
[SPEAKER_01]: Because they think the problem is a media.
04:52.694 --> 04:57.516
[SPEAKER_01]: In the first time buying market, the immediate problem that trying to solve isn't lowering oringly monthly cost.
04:57.937 --> 05:05.240
[SPEAKER_01]: The immediate problem is the fact that they haven't yet realized that they are going to have obnoxious expense in their future that they haven't considered.
05:05.680 --> 05:10.322
[SPEAKER_01]: So we turn an important or an aspirational problem into something right here and they go dang.
05:10.342 --> 05:10.802
[SPEAKER_01]: That's right.
05:11.442 --> 05:11.683
[SPEAKER_00]: Whoops.
05:12.063 --> 05:14.804
[SPEAKER_00]: I want to ask you some tactical things here because you've helped me with this a ton.
05:15.804 --> 05:21.887
[SPEAKER_00]: Any time I've been struggling in sales and I can likely, I can text fill as my friend, I could just shoot my text and say, hey man, I'm getting ghosted.
05:22.307 --> 05:23.928
[SPEAKER_00]: Yeah.
05:24.789 --> 05:28.472
[SPEAKER_00]: And then one time you told me this, I never forget it, you're like, you know, hold on a second.
05:29.433 --> 05:30.373
[SPEAKER_00]: You're not getting ghosted.
05:31.234 --> 05:33.556
[SPEAKER_00]: You just didn't give anybody a reason to respond.
05:33.596 --> 05:33.916
[SPEAKER_00]: That's right.
05:33.936 --> 05:35.898
[SPEAKER_00]: You're not even worth a response.
05:36.118 --> 05:36.298
[SPEAKER_00]: Yes.
05:36.338 --> 05:46.746
[SPEAKER_00]: And it kind of, it was, did you hurt me man a little bit, but it made me realize that whatever I was providing was not valuable enough to even be worth a response.
05:46.926 --> 05:48.347
[SPEAKER_01]: And that's why I was getting ghosted.
05:48.487 --> 05:48.648
[SPEAKER_00]: Right.
05:49.328 --> 05:57.493
[SPEAKER_00]: And so what would you say to the people here who send messages, they're not getting responses, and they would like to re-engage some people that they haven't talked to in months.
05:57.793 --> 05:59.414
[SPEAKER_00]: How can you get that conversation going again?
06:00.455 --> 06:05.458
[SPEAKER_01]: Well, most of the reasons that messages don't get replied to is because they're hard to reply to period.
06:05.478 --> 06:13.903
[SPEAKER_01]: They require some degree of thought, and they get read in a moment where somebody didn't have the ability to reply to it in the way that was needed.
06:14.659 --> 06:20.683
[SPEAKER_01]: The majority of messages that are saying whether it's a voicemail and the email that takes message or a DM are read in these moments.
06:21.103 --> 06:22.043
[SPEAKER_01]: They're read between meetings.
06:22.784 --> 06:25.105
[SPEAKER_01]: They're read in the bathroom, while set on the loo.
06:25.645 --> 06:29.167
[SPEAKER_01]: They are read whilst waiting for a stoplight, stop sign or a stoplight.
06:29.268 --> 06:32.509
[SPEAKER_01]: They are read whilst like catching a moment at dinner.
06:33.010 --> 06:35.231
[SPEAKER_01]: So if I can't respond in that same moment, what am I supposed to do?
06:35.951 --> 06:36.712
[SPEAKER_01]: Come back to it later.
06:37.652 --> 06:39.794
[SPEAKER_01]: And by the time it's later, it's already lost its importance.
06:40.574 --> 06:42.915
[SPEAKER_01]: So be ridiculously easy to reply to.
06:43.980 --> 06:46.421
[SPEAKER_01]: That's step number one, if you don't want to get ghosted.
06:47.061 --> 06:48.702
[SPEAKER_01]: Now look at your last sent messages.
06:49.402 --> 06:59.867
[SPEAKER_01]: How many of them are finishing with like, well, let me know if there's anything I can do to help, or, you know, don't hesitate to be able to reach out, or I'm here for you, or, or let me know what questions you have.
07:00.888 --> 07:05.149
[SPEAKER_01]: They're really hard to answer questions, and worse, they are not even questions.
07:05.870 --> 07:06.350
[SPEAKER_01]: They're statements.
07:07.633 --> 07:11.157
[SPEAKER_01]: So I look at multiple industries messaging and they're saying like, we're not getting replies.
07:11.177 --> 07:11.878
[SPEAKER_01]: We're not getting ghosts.
07:11.898 --> 07:13.980
[SPEAKER_01]: I'm like, you didn't give them anything to reply to.
07:14.261 --> 07:18.566
[SPEAKER_01]: You just delivered a barrage of information that my inside voice will be like, yeah, thanks.
07:19.006 --> 07:20.548
[SPEAKER_01]: I'll let you know if I've got any questions.
07:20.969 --> 07:21.269
[SPEAKER_01]: File.
07:22.820 --> 07:23.961
[SPEAKER_01]: So solve that problem first.
07:24.361 --> 07:26.222
[SPEAKER_01]: Like this is like, how do we polish and refine?
07:26.262 --> 07:28.964
[SPEAKER_01]: It's to realize that most of what most people are sending is junk.
07:29.524 --> 07:31.686
[SPEAKER_00]: So let's just say you and I had a text conversation.
07:31.706 --> 07:33.627
[SPEAKER_00]: I was a lead, reached out.
07:34.167 --> 07:35.088
[SPEAKER_00]: And then I went called.
07:35.648 --> 07:38.070
[SPEAKER_00]: Last text was like, I don't know, 30 days ago.
07:38.430 --> 07:39.511
[SPEAKER_00]: How would you re-engage me?
07:39.911 --> 07:40.772
[SPEAKER_00]: And I'm using text?
07:40.952 --> 07:41.132
[SPEAKER_01]: Yes.
07:42.072 --> 07:46.235
[SPEAKER_01]: I'd be like, hey Neil, that'd be it.
07:47.536 --> 07:48.216
[SPEAKER_00]: Just say hey Neil.
07:48.456 --> 07:49.657
[SPEAKER_00]: Yeah, what are you going to say back?
07:52.777 --> 07:54.058
[SPEAKER_00]: Right, we're in play.
07:54.538 --> 07:56.319
[SPEAKER_00]: Now we're about to say the goal is not.
07:56.459 --> 07:59.540
[SPEAKER_01]: The goal is to get someone to play tennis with somebody.
07:59.921 --> 08:01.321
[SPEAKER_01]: Don't try to serve aces.
08:01.341 --> 08:02.162
[SPEAKER_01]: They won't want to play.
08:03.322 --> 08:07.745
[SPEAKER_01]: If you want to gain a tennis with somebody, you need them get in the conversation.
08:07.765 --> 08:08.765
[SPEAKER_01]: So they can knock it back.
08:09.746 --> 08:19.651
[SPEAKER_01]: If it was text, it'd be hey, Neil, and I'd probably come back like, hey, and then I'd be like, we spoke 30 days ago about you potentially possibly thinking about making a move.
08:20.519 --> 08:22.380
[SPEAKER_01]: Like, is that still in play?
08:22.420 --> 08:23.921
[SPEAKER_01]: Or have you made an alternative plan?
08:24.101 --> 08:24.662
[SPEAKER_01]: Question mark.
08:25.583 --> 08:26.443
[SPEAKER_01]: I yet still in play.
08:27.044 --> 08:27.404
[SPEAKER_01]: Got you.
08:28.745 --> 08:29.605
[SPEAKER_01]: So what's happened since?
08:31.226 --> 08:39.592
[SPEAKER_01]: Well blah blah blah blah blah blah blah blah blah blah blah blah Ah, so you're looking at maybe doing this in the spring as opposed to before year end?
08:39.892 --> 08:40.913
[SPEAKER_01]: Yeah, probably.
08:41.453 --> 08:41.934
[SPEAKER_01]: Probably.
08:42.594 --> 08:43.054
[SPEAKER_01]: I get you.
08:43.415 --> 08:46.897
[SPEAKER_01]: Spring could be a good time as could maybe turn of the year.
08:47.157 --> 08:47.998
[SPEAKER_01]: Who's helping you with this?
08:50.192 --> 09:16.060
[SPEAKER_01]: Oh nobody just me and the miss is got you got you okay um would you like some help question mark what do you have in mind yeah the totally different conversation well is this important to you or not yes it's important well how about this could you carve out like a hole 15 20 minutes for us to jump on a zoom one even in this week
09:19.106 --> 09:21.648
[SPEAKER_01]: Well, I don't want to like, like, press you into anything.
09:21.788 --> 09:23.889
[SPEAKER_01]: We know we're not necessarily going to be able to move forward.
09:23.909 --> 09:26.191
[SPEAKER_01]: And like, I know that, too, smiley face.
09:28.972 --> 09:33.055
[SPEAKER_01]: It's not offering to help as being helpful, being helpful, being helpful.
09:33.915 --> 09:36.537
[SPEAKER_01]: But allow it to go back and forth and back and forth.
09:36.877 --> 09:43.862
[SPEAKER_01]: What many people would do is they're right, like a 300 word text message, and at the end it's asking the jump on a zoom.
09:44.202 --> 09:45.563
[SPEAKER_00]: Yes, but they don't want.
09:45.743 --> 09:46.023
[SPEAKER_00]: Correct.
09:46.203 --> 09:47.184
[SPEAKER_00]: With a calendar link.
09:50.247 --> 09:51.447
[SPEAKER_01]: Allow the back and forth.
09:52.148 --> 09:55.088
[SPEAKER_01]: Transactions and relationships are built in the back and forth.
09:55.228 --> 10:02.790
[SPEAKER_01]: Every time they reply, credit, credit, credit, we're in play and all conversion happens in conversation.
10:02.810 --> 10:03.190
[SPEAKER_01]: Correct.
10:03.450 --> 10:04.751
[SPEAKER_01]: And you can converse on text.
10:05.171 --> 10:09.532
[SPEAKER_01]: I think the winners that will crush in the next 12-18 months will learn how to sell on text.
10:09.892 --> 10:19.116
[SPEAKER_00]: Yeah, and just to your point, Phil, in all businesses, whether it's a real estate mortgage side that we have a business, and also in the forward side, we're dealing with B to B professionals.
10:19.156 --> 10:19.316
[SPEAKER_00]: Yeah.
10:19.857 --> 10:21.497
[SPEAKER_00]: People aren't answering the phone as much.
10:22.018 --> 10:24.799
[SPEAKER_00]: They love to text, and then it leads to the call.
10:24.839 --> 10:27.780
[SPEAKER_00]: So you can get people on a silver don't, we don't start with the deal.
10:27.840 --> 10:29.841
[SPEAKER_01]: 100% nobody wants to take a random phone call.
10:29.861 --> 10:33.403
[SPEAKER_01]: It drives me crazy that real estate agents bring people to an open house.
10:34.003 --> 10:35.403
[SPEAKER_01]: They force them to assign in form.
10:35.863 --> 10:38.624
[SPEAKER_01]: They collect the hotmail address that they haven't used since 2006.
10:38.664 --> 10:53.786
[SPEAKER_01]: And then they collect a phone number, and they think that they've done the job right, and then they've had that person there on the Saturday, and then they call them on a Tuesday at 2pm when they're at work, trying to get them on a conversation to find out what they think about the house, that we both know that they don't want to buy.
10:54.747 --> 10:55.407
[SPEAKER_01]: It's annoying.
10:56.547 --> 11:00.968
[SPEAKER_01]: If you got their cell phone number on Saturday, and you didn't text them on Saturday, you're an idiot.
11:05.095 --> 11:12.952
[SPEAKER_01]: Because I want that text play, I can chat with somebody about anything business related between 6pm and 10pm at night over text.
11:13.770 --> 11:14.471
[SPEAKER_00]: I can't cool them then.
11:14.731 --> 11:19.834
[SPEAKER_00]: Now let's say maybe we did a poor job of that we can fix that going forward.
11:20.935 --> 11:21.495
[SPEAKER_00]: It's been months.
11:21.976 --> 11:22.696
[SPEAKER_00]: I haven't heard from them.
11:23.257 --> 11:24.638
[SPEAKER_00]: I go pull up the text combo.
11:24.778 --> 11:24.958
[SPEAKER_00]: Yep.
11:25.438 --> 11:27.199
[SPEAKER_00]: It's been, uh, I don't know, three months.
11:27.740 --> 11:28.420
[SPEAKER_00]: No response.
11:29.301 --> 11:36.386
[SPEAKER_00]: Fill brought up a response on this in the caller earlier and somebody text afterwards and said they just did it to reengage a deal.
11:37.467 --> 11:42.170
[SPEAKER_00]: So can you just quickly tell them like what is the best text to send to that ghosted lead who hasn't talked to in months?
11:42.485 --> 11:44.887
[SPEAKER_01]: easiest text to send is hey or hi in certain name.
11:46.209 --> 11:46.529
[SPEAKER_01]: That's it.
11:47.870 --> 11:48.891
[SPEAKER_01]: So I'm looking at the screen.
11:48.911 --> 11:49.452
[SPEAKER_01]: I see Matt.
11:49.492 --> 11:50.092
[SPEAKER_01]: I see Andy.
11:50.132 --> 11:50.693
[SPEAKER_01]: I see Seth.
11:50.753 --> 11:55.577
[SPEAKER_01]: If I needed to reengage Seth and I had his cell phone number when we had some history, I'd just send the message say hey Seth.
11:58.800 --> 12:00.241
[SPEAKER_01]: Is that, is that all message?
12:01.382 --> 12:01.883
[SPEAKER_00]: Dang, bro.
12:02.378 --> 12:03.359
[SPEAKER_01]: Seth, tell us in the chat.
12:03.379 --> 12:07.341
[SPEAKER_01]: If you received a message from somebody that you knew that said, hey, Seth, what would you send back?
12:07.581 --> 12:09.522
[SPEAKER_00]: He said, no, I said, no.
12:09.982 --> 12:12.564
[SPEAKER_01]: If it was from somebody you knew that you had history.
12:14.285 --> 12:15.245
[SPEAKER_01]: Because I agree with you.
12:16.386 --> 12:21.849
[SPEAKER_01]: If it was said, if it was from somebody called, and there was no back story, different game.
12:22.209 --> 12:28.332
[SPEAKER_01]: But if this is somebody that you've had previous dialogue with, you might respond, you're highly likely to respond, but that differentiator is
12:32.683 --> 12:41.747
[SPEAKER_01]: Well, we haven't given up on the idea, but what happened was something with the kids at school and we thought we might try and do something this year, but now It's a two spring summer, rate, six, etc.
12:41.767 --> 12:43.748
[SPEAKER_01]: We're pretty going to revisit it and the spring.
12:44.328 --> 12:44.989
[SPEAKER_01]: Oh, got it.
12:45.589 --> 12:51.632
[SPEAKER_01]: They tell you the truth Or you find out I don't know we have we're moving on it.
12:51.652 --> 12:52.432
[SPEAKER_01]: We've gone with someone else.
12:53.292 --> 12:53.513
[SPEAKER_01]: All right.
12:54.173 --> 12:55.033
[SPEAKER_00]: Or you get ghosted again.
12:55.173 --> 13:00.936
[SPEAKER_01]: Yeah, either way And for realtors out there as well, like, well, you're going to find a lot of is there in dialogue with you about a house in a neighborhood
13:02.160 --> 13:05.741
[SPEAKER_01]: And then what they did is they shifted to like seven miles away.
13:06.921 --> 13:13.623
[SPEAKER_01]: And now they're in a conversation with a different realtor about that neighborhood because they don't see you as potentially a value that can help across all of this.
13:14.103 --> 13:18.424
[SPEAKER_01]: They just associated you towards one house, one property, one listing, one piece of marketing.
13:18.804 --> 13:20.345
[SPEAKER_01]: And they saw you as the value in that.
13:20.905 --> 13:22.645
[SPEAKER_01]: Not somebody who could help them in a wider market.
13:23.405 --> 13:27.326
[SPEAKER_01]: So when they got swayed somewhere else, another open house, another agent, etc.
13:27.967 --> 13:29.327
[SPEAKER_01]: They just started looking over there instead.
13:31.545 --> 13:40.607
[SPEAKER_01]: Our goal is to get to truth, opening fact question will get you there, but the opening needs to be polite, the fact needs to be mutually agreeable, the question needs to be easy to answer.
13:40.827 --> 13:43.128
[SPEAKER_00]: And I just think about getting more conversational.
13:43.148 --> 13:47.629
[SPEAKER_00]: So let's just say, feel it came to my open house, I text him out to where, hey, what do you think of the house?
13:48.469 --> 13:50.049
[SPEAKER_00]: And then ghost, no response.
13:50.709 --> 13:53.270
[SPEAKER_00]: I would literally send you this message, well, that bad, huh?
13:54.211 --> 13:55.612
[SPEAKER_00]: You know, he might laugh.
13:56.153 --> 14:11.629
[SPEAKER_00]: I might send him the you guys ever if you I have a probably a 98% response right on this if they're not replying to the last question and you just started the conversation I used the if you guys have ever seen the Kevin Hart gift he liked put this head out and he's like hello.
14:11.749 --> 14:11.930
[SPEAKER_00]: Yeah
14:12.470 --> 14:14.012
[SPEAKER_00]: I'm here, you know, are you there?
14:14.652 --> 14:27.384
[SPEAKER_00]: They will respond to that, like make it a, make it casual because people think they're, you're texting and calling and blowing up their phone to close them and they have this thing, like we just went to the store with my son.
14:27.644 --> 14:30.467
[SPEAKER_00]: He's 14 years old and he wanted to get a pair of jeans.
14:31.067 --> 14:31.867
[SPEAKER_00]: at the store called Zoomies.
14:31.927 --> 14:38.090
[SPEAKER_00]: And somebody incorporated Zoomies public company must have told all the salespeople to harass people as they come in the store.
14:38.350 --> 14:42.071
[SPEAKER_00]: So we walked in, he's looking at James and this kid comes up, is anything I can help you with?
14:42.331 --> 14:44.052
[SPEAKER_00]: My son's like, oh, I'm just browsing.
14:44.572 --> 14:46.053
[SPEAKER_00]: And then he goes, well, what do you think about these?
14:46.073 --> 14:47.453
[SPEAKER_00]: What do you think about, and he started pushing him?
14:48.114 --> 14:50.455
[SPEAKER_00]: And then my son, Jake, turns to me, he's like, Dad, can we leave?
14:51.907 --> 14:57.310
[SPEAKER_00]: And this guy just, I don't know what he was trained on, but he kept pushing and we weren't ready for that, you know?
14:57.430 --> 15:00.913
[SPEAKER_00]: And so I just think people are trying to push too soon, too much too soon.
15:01.253 --> 15:06.616
[SPEAKER_01]: Well, in that scenario, even about the genes, nobody asked him the question is like, what genes do you wear right now?
15:08.257 --> 15:11.539
[SPEAKER_01]: Like, that might have been a half decent place to start to stop.
15:12.119 --> 15:14.821
[SPEAKER_01]: Not trying to close us, and how'd you go about choosing those genes?
15:15.121 --> 15:16.962
[SPEAKER_01]: And what do you like about the genes that you currently have?
15:17.803 --> 15:21.145
[SPEAKER_01]: And what are some of the frustrations concerns challenges you have when you're existing genes?
15:22.239 --> 15:27.443
[SPEAKER_01]: So if we play there first, it's a safe place to be able to gain context about what somebody truly values.
15:28.064 --> 15:34.669
[SPEAKER_01]: Instead of like, try these, these look good on you, you're going to love these, you don't freaking know, doesn't even know where your boy wants to wear the jeans.
15:35.911 --> 15:41.496
[SPEAKER_01]: Yeah, like it could be for a costume party, it could be free's first big date, like there's different narrative.
15:41.736 --> 15:53.707
[SPEAKER_00]: There's several emotional stories or feedback that came in where a realtor or a lender, and it doesn't matter what industry and you probably happens to everybody, but more so in our industry, where you've worked on, you've worked with them for 90 days.
15:53.727 --> 15:54.188
[SPEAKER_00]: Okay.
15:54.488 --> 15:55.689
[SPEAKER_00]: You've worked with them for months.
15:57.270 --> 15:59.291
[SPEAKER_00]: And now they're ghosting.
16:00.232 --> 16:01.952
[SPEAKER_00]: They just kind of like fell off.
16:01.993 --> 16:09.396
[SPEAKER_00]: How do we re-engage that client and and you, you know what kind of sucks is in our industry, you get fired and no one tells you.
16:09.796 --> 16:10.036
[SPEAKER_00]: Sure.
16:10.397 --> 16:13.138
[SPEAKER_00]: You might find out that they went with somebody else too and they already bought the house.
16:13.258 --> 16:14.218
[SPEAKER_01]: Well, let's reconsider this.
16:14.479 --> 16:15.919
[SPEAKER_01]: You don't get fired and nobody told you.
16:16.079 --> 16:17.400
[SPEAKER_01]: You weren't hired in the first place.
16:19.461 --> 16:21.462
[SPEAKER_01]: And I think that's an important piece to be able to understand.
16:22.506 --> 16:38.493
[SPEAKER_01]: is they didn't actually enter into an upfront agreement with you that says like we're going to work together to be able to achieve an outcome there was no rules of engagement we assumed it though because we did a few calls with them great but there was no upfront contract with the verbal or written said like here's our rules of engagement
16:39.653 --> 16:58.721
[SPEAKER_01]: like you go meet somebody at an event you have a good time you become buddies you have a few exchanges backwards and forwards you enjoy being able to catch up with each other at the bar at the event you see each other at another event and you have a good time and you hang out again you're not friends you are people who were friendly to events
17:00.010 --> 17:03.872
[SPEAKER_00]: But somebody said in the comments, does that mean you should ask for a commitment up front?
17:05.953 --> 17:06.473
[SPEAKER_00]: I mean you can.
17:06.493 --> 17:08.954
[SPEAKER_01]: Yes, you should ask for a commitment, really?
17:08.974 --> 17:09.754
[SPEAKER_01]: How would you know?
17:09.774 --> 17:10.875
[SPEAKER_01]: Now the commitment can be a number of things.
17:11.635 --> 17:14.696
[SPEAKER_01]: Doesn't have to be financial, doesn't have to be a written contract, doesn't have to be.
17:15.017 --> 17:19.599
[SPEAKER_01]: But I would not enter into a commercial arrangement with somebody, without having rules of the game.
17:21.059 --> 17:28.102
[SPEAKER_01]: So if you're reaching out to me today, looking for some help with a mortgage, I would go through a series of qualification questions
17:30.320 --> 17:34.985
[SPEAKER_01]: And I might ask questions like, so you're probably wondering how the money works on my side.
17:35.866 --> 17:41.092
[SPEAKER_01]: And you're gonna say, yeah, well, you realize up until this point in time, you've paid me nothing, correct?
17:41.552 --> 17:41.933
[SPEAKER_01]: That's true.
17:42.313 --> 17:43.274
[SPEAKER_01]: And I've done some work for you.
17:45.066 --> 17:47.848
[SPEAKER_01]: Yeah, I guess, yeah, I didn't understand how the whole thing works.
17:47.928 --> 17:48.228
[SPEAKER_01]: Okay.
17:48.909 --> 17:58.015
[SPEAKER_01]: Well, you know, the way it works in terms of how I'm compensated is, you know, I do a little something on the back end, providing that we find success.
17:58.735 --> 18:02.377
[SPEAKER_01]: So this is a win-win situation and sure you're putting and risking to the transaction.
18:02.397 --> 18:04.599
[SPEAKER_01]: I'm putting and risking to the relationship that comes here.
18:05.358 --> 18:10.022
[SPEAKER_01]: And the only reason I bring that up is I am delighted to work for you and delighted to work with you.
18:10.502 --> 18:16.167
[SPEAKER_01]: And I know that not in every set of circumstances, this is going to result in us reaching the finish line in a short period of time.
18:16.787 --> 18:17.988
[SPEAKER_01]: But I have a couple of simple asks.
18:18.709 --> 18:21.251
[SPEAKER_01]: Is one throughout the process where you tell me the truth?
18:22.312 --> 18:23.153
[SPEAKER_01]: Yep, I can do that.
18:24.414 --> 18:32.260
[SPEAKER_01]: And two is, if you decide that your circumstance of change and you go in another direction, is you'll make me one of the first few people that you tell.
18:33.413 --> 18:33.613
[SPEAKER_00]: Sure.
18:35.294 --> 18:44.300
[SPEAKER_01]: And three is like, when we make this work and go well for you is, you'll tell a few other people about it.
18:44.360 --> 18:46.802
[SPEAKER_01]: So maybe they'll go on to be able to choose to work with us.
18:47.662 --> 18:48.323
[SPEAKER_00]: Yeah, I can do that.
18:49.063 --> 18:58.469
[SPEAKER_01]: And even if we don't manage to be able to find the home and get the deal work for you, if I pour into it and provide you information in sites, it should still be happy to help me grow my reputation.
19:00.193 --> 19:02.615
[SPEAKER_01]: Well, if we can kick off on those terms, I'm good to better get to work.
19:02.635 --> 19:03.436
[SPEAKER_01]: And I'll check hands on it.
19:03.456 --> 19:04.217
[SPEAKER_01]: I'll fist bump on it.
19:04.257 --> 19:05.558
[SPEAKER_01]: I'll smile on it through a Zoom call.
19:05.978 --> 19:07.459
[SPEAKER_01]: I get a verbal yes on it, a call back.
19:08.100 --> 19:12.324
[SPEAKER_01]: But I need there to be some kind of understanding that this is how it works.
19:12.384 --> 19:14.766
[SPEAKER_00]: Yeah, because I think we assume people know how you get paid.
19:15.306 --> 19:19.830
[SPEAKER_00]: They might think you work at a real estate firm that pays you a salary or you don't really care.
19:19.890 --> 19:21.351
[SPEAKER_00]: Or you work at a bank that pays you a salary.
19:21.372 --> 19:22.352
[SPEAKER_00]: And you're just doing your job.
19:23.093 --> 19:23.994
[SPEAKER_00]: There's no obligation.
19:24.135 --> 19:29.302
[SPEAKER_01]: I walk into a travel agent and I start talking to them about vacations and they map out some stuff and send some quotes.
19:29.322 --> 19:39.697
[SPEAKER_01]: If I walk into a kitchen firm and I ask them to be able to do a render for me for my home and this might look like, I don't expect to change my mind and then tell them I've changed my mind.
19:40.057 --> 19:40.257
[SPEAKER_00]: Yeah.
19:40.837 --> 19:45.759
[SPEAKER_00]: I'd just be like that new direction and it's not the way you see the way explained it.
19:45.819 --> 19:49.260
[SPEAKER_00]: It wasn't in a way where it was like, I'm going to tell you how this shit works.
19:49.340 --> 19:50.801
[SPEAKER_00]: It was just, here's how this is.
19:51.141 --> 19:53.562
[SPEAKER_01]: And, um, if I could just let a lot from contract.
19:53.842 --> 19:57.723
[SPEAKER_00]: Yeah, and it's just, uh, and it's not like hard selling them on your working only with you.
19:57.743 --> 19:58.624
[SPEAKER_00]: It even gives them an out.
19:59.004 --> 20:03.286
[SPEAKER_00]: So I think letting people know how the business works and not assuming that they know how the business works.
20:03.606 --> 20:04.806
[SPEAKER_01]: And look how simple that is.
20:05.846 --> 20:06.747
[SPEAKER_01]: You're probably wondering how the
20:09.178 --> 20:09.759
[SPEAKER_01]: How do we get paid?
20:10.440 --> 20:12.863
[SPEAKER_01]: No, you're probably wondering how the money works.
20:13.143 --> 20:14.725
[SPEAKER_01]: Not how we get paid, how the money works.
20:15.386 --> 20:16.468
[SPEAKER_01]: It's a very different question.
20:16.988 --> 20:19.592
[SPEAKER_01]: Particularly for our real estate friends as opposed to just loan originates.
20:19.612 --> 20:20.873
[SPEAKER_01]: You're probably wondering how the money works.
20:21.935 --> 20:22.976
[SPEAKER_01]: And then I say, is a buyer.
20:23.236 --> 20:23.577
[SPEAKER_00]: Yeah.
20:24.214 --> 20:27.355
[SPEAKER_01]: But you see now I hold the right to be able to talk about how the money works.
20:27.395 --> 20:36.259
[SPEAKER_01]: Not just about how I get paid, the attorney's role, the title company, the lender, the, like now I get to own the relationship because I'm talking about how the money works.
20:37.759 --> 20:40.180
[SPEAKER_00]: And you're talking about, from a place of authority.
20:40.341 --> 20:41.481
[SPEAKER_01]: And I can quarterback the whole thing.
20:42.381 --> 20:46.063
[SPEAKER_01]: If I'm only talking about how I get paid, I don't get to call the shots.
20:47.268 --> 20:48.791
[SPEAKER_01]: and I make it about my justification.
20:49.131 --> 20:54.781
[SPEAKER_01]: If I'm talking to you about how the money works, I'm simply educating you on how the money works.
20:55.482 --> 20:56.524
[SPEAKER_01]: And you're like, oh, that makes sense.
20:57.123 --> 20:58.984
[SPEAKER_00]: I want to ask you another tactical question here.
21:00.145 --> 21:03.687
[SPEAKER_00]: You told me to stop sending happy birthday messages.
21:03.827 --> 21:04.327
[SPEAKER_00]: Okay.
21:04.727 --> 21:14.493
[SPEAKER_00]: You said for the love of God, Bill, please do not send, and I wasn't doing this personally, but we did have like our team sending them out, and I realized how pretty they were.
21:14.593 --> 21:15.073
[SPEAKER_00]: Yeah.
21:15.313 --> 21:16.114
[SPEAKER_00]: And you said, never do that.
21:16.154 --> 21:16.954
[SPEAKER_00]: So what should they do instead?
21:17.294 --> 21:17.755
[SPEAKER_01]: Oh man.
21:17.895 --> 21:21.917
[SPEAKER_01]: I mean, let's understand the relationship you have with your customers.
21:22.807 --> 21:27.810
[SPEAKER_01]: And one of the narratives that doesn't get talked about enough is inbox equity.
21:28.711 --> 21:33.754
[SPEAKER_01]: By inbox equity, I mean, what do I think or feel when I see your name landed my inbox?
21:35.075 --> 21:38.998
[SPEAKER_01]: Now, I do not need my lender to tell me, happy birthday.
21:39.758 --> 21:41.940
[SPEAKER_01]: I do not need my lender to tell me it's Memorial Day.
21:42.360 --> 21:45.302
[SPEAKER_01]: I do not need my lender to be able to remind me to turn my clocks back.
21:45.702 --> 21:49.005
[SPEAKER_01]: Like daylight savings time is not your responsibility within our relationship.
21:49.706 --> 21:52.269
[SPEAKER_01]: This needs to stop, it needs to stop like right now.
21:52.889 --> 22:02.219
[SPEAKER_01]: And the reason why, particularly on the birthday piece, is how many of you all at home have had a birthday that was less than happy?
22:04.148 --> 22:06.009
[SPEAKER_01]: Like it wasn't actually a happy birthday.
22:06.809 --> 22:07.169
[SPEAKER_01]: I've had one.
22:07.469 --> 22:15.472
[SPEAKER_01]: Yeah, so every outreach that you get, this is happy birthday on the birthday that's less than happy, your inside voice doesn't think, thank you.
22:15.912 --> 22:21.334
[SPEAKER_01]: It thinks something that sounds like thank you, like begins with an F, right?
22:21.434 --> 22:23.895
[SPEAKER_01]: Is what ends up happening, which we're like, I like you less.
22:25.937 --> 22:27.298
[SPEAKER_01]: So we have to change the narrative.
22:27.798 --> 22:32.361
[SPEAKER_01]: Before you write anything or communicate anything to anybody at scale, answer these four questions.
22:32.501 --> 22:36.544
[SPEAKER_01]: One is who are you, two is who are they, three is who are you to them, four is who are they to you.
22:37.305 --> 22:40.007
[SPEAKER_01]: Who are you, who are they, who are you to them, who are they to you?
22:41.908 --> 22:44.990
[SPEAKER_01]: Now, at least down again, like simple questions, they require some thoughtful thought.
22:46.707 --> 22:48.369
[SPEAKER_01]: Now, if you're a lender, who are you?
22:48.529 --> 22:49.971
[SPEAKER_01]: Well, I am Neil.
22:50.671 --> 22:51.072
[SPEAKER_01]: Who are they?
22:51.092 --> 22:52.273
[SPEAKER_01]: Well, they're Mr. Mrs. Smith.
22:53.094 --> 22:54.135
[SPEAKER_01]: Well, who are they to you?
22:54.395 --> 22:57.739
[SPEAKER_01]: Well, they're potentially a recurring paycheck and a wonderful referral source.
22:57.819 --> 23:02.844
[SPEAKER_01]: And they're potentially somebody I can hang out with and a friend and who am I to them?
23:03.818 --> 23:14.706
[SPEAKER_01]: Well, I'm their financially responsible lender to be able to help them make smart decisions about their housing needs from a financial point of view.
23:15.087 --> 23:16.768
[SPEAKER_01]: I'm not their friend, I'm not their buddy.
23:17.769 --> 23:18.629
[SPEAKER_01]: Not yet, at least.
23:20.271 --> 23:21.111
[SPEAKER_01]: So I have to stay in my lane.
23:21.792 --> 23:25.655
[SPEAKER_01]: If I was to send a birthday email, it would go very much in that lane.
23:25.675 --> 23:27.336
[SPEAKER_01]: I wouldn't send it on their birthday.
23:28.157 --> 23:29.958
[SPEAKER_01]: I'd think moment modality message.
23:34.429 --> 23:37.137
[SPEAKER_01]: I mean, the birthday's already crowded in every inbox that they care about.
23:37.798 --> 23:40.105
[SPEAKER_01]: I might pick a day like eight days after their birthday.
23:41.148 --> 23:42.271
[SPEAKER_01]: I might send them an email.
23:42.847 --> 23:45.769
[SPEAKER_01]: I think that would feel like a fair modality to reach out.
23:45.789 --> 23:47.430
[SPEAKER_01]: They don't really need a card from me.
23:48.191 --> 23:50.332
[SPEAKER_01]: I don't like need a sorry I forgot card.
23:50.612 --> 23:51.793
[SPEAKER_01]: They don't want a video message.
23:52.094 --> 23:52.614
[SPEAKER_01]: They hate it.
23:53.134 --> 23:53.755
[SPEAKER_01]: Like that's annoying.
23:53.775 --> 23:56.937
[SPEAKER_01]: Am I supposed to respond with a video now to you even though we're not tight?
23:57.017 --> 23:58.558
[SPEAKER_01]: I didn't do my hair, I didn't do my makeup.
23:58.578 --> 23:59.118
[SPEAKER_01]: This is weird.
23:59.619 --> 24:00.519
[SPEAKER_01]: Don't want a voice note.
24:01.300 --> 24:02.521
[SPEAKER_01]: Quite often you send a voice note.
24:02.581 --> 24:06.364
[SPEAKER_01]: I want to reply and being like, congratulations on launching your first podcast.
24:06.924 --> 24:08.605
[SPEAKER_01]: Like, let's not the game that we're in.
24:09.085 --> 24:10.226
[SPEAKER_01]: Email seems like it's fit.
24:10.827 --> 24:12.088
[SPEAKER_01]: Here's the email that's coming from me.
24:12.868 --> 24:14.529
[SPEAKER_01]: subject line and need to capture attention.
24:14.549 --> 24:15.709
[SPEAKER_01]: What would my subject line be?
24:15.809 --> 24:18.490
[SPEAKER_01]: My subject line might be something like are the rumours true?
24:19.891 --> 24:22.332
[SPEAKER_01]: Would you open an email if the subject line said are the rumours true?
24:22.532 --> 24:23.252
[SPEAKER_01]: Yeah, that's cut.
24:23.452 --> 24:23.792
[SPEAKER_00]: That's good.
24:23.812 --> 24:25.073
[SPEAKER_01]: All right, curiosity a little.
24:25.133 --> 24:26.873
[SPEAKER_01]: Curiously like we're in hooked in.
24:27.094 --> 24:29.354
[SPEAKER_01]: What would my first sizzle in the email it like?
24:29.414 --> 24:38.398
[SPEAKER_01]: It'd be like, hey Neil, rumour has it that eight days ago that you celebrated another milestone of becoming another year older.
24:39.269 --> 24:42.871
[SPEAKER_01]: If the rumors are true as each year older, you're supposed to get a touch-wiseer.
24:44.772 --> 25:02.022
[SPEAKER_01]: Now, if wisdom in the next 357 days has you thinking about a change you might look to make in your personal circumstances, whether it's making a move, making some home improvements, whether you're thinking about investing in further real estate to be able to grow your portfolio, remember that's what I'm here for.
25:04.832 --> 25:16.978
[SPEAKER_01]: So, should you have any ideas that you're looking to make come true before you hit your next milestone, simply reply with what some of those ideas, goals or aspirations can be, and I'll learn how I can be helpful to you over the coming weeks and months?
25:18.239 --> 25:19.580
[SPEAKER_00]: That's a birthday email from a lender.
25:20.240 --> 25:25.003
[SPEAKER_00]: And it's just somebody based on how who they are to you and who you are to them.
25:25.023 --> 25:34.469
[SPEAKER_01]: But look what I could do is like I could even like put parentheses like Ruma has it a lot of eight days ago that it was your birthday and when I say Ruma has it you told me your data birth on your learn application.
25:34.989 --> 25:37.831
[SPEAKER_00]: Like we all hit them and then we somehow put them in a marketing.
25:38.671 --> 25:40.873
[SPEAKER_00]: We don't want to receive this shit and then we're sending it out.
25:40.893 --> 25:45.075
[SPEAKER_00]: So, but by the way, check your CRM to see if it's automatically sending some of this shit.
25:45.095 --> 25:49.317
[SPEAKER_00]: I think some of these services come with out of the box and you have to turn that shit off.
25:49.357 --> 25:52.739
[SPEAKER_01]: Well, and people say, well, I should do it because it's a touch point and it's better than nothing.
25:52.779 --> 25:53.820
[SPEAKER_01]: Not all touching is good.
25:54.300 --> 25:54.520
[SPEAKER_01]: Right.
25:55.121 --> 25:55.781
[SPEAKER_01]: And it is.
25:57.622 --> 25:59.964
[SPEAKER_01]: always better than nothing, sometimes nothing is better.
26:00.484 --> 26:08.169
[SPEAKER_01]: And if you're landing something in somebody's inbox and it's not adding value, it's noise, therefore we've got to remember the boy or girl who cried wolf.
26:09.357 --> 26:13.880
[SPEAKER_01]: It means like, I'm closing that door for ongoing communications.
26:14.220 --> 26:15.961
[SPEAKER_00]: Yeah, and you can even take it a step further.
26:16.421 --> 26:17.381
[SPEAKER_00]: You said this earlier, Phil.
26:17.401 --> 26:19.242
[SPEAKER_00]: You said, make it easy to respond.
26:19.322 --> 26:20.303
[SPEAKER_00]: Make it easy to ask for help.
26:20.383 --> 26:20.543
[SPEAKER_00]: Yeah.
26:20.743 --> 26:23.425
[SPEAKER_00]: So you could say, I put together one page around this.
26:23.465 --> 26:23.765
[SPEAKER_00]: That's right.
26:23.845 --> 26:26.766
[SPEAKER_00]: Just reply, yes, and I'll shoot it over to you.
26:26.927 --> 26:27.267
[SPEAKER_00]: Perfect.
26:27.627 --> 26:29.308
[SPEAKER_00]: Give them the words to ask.
26:29.488 --> 26:32.690
[SPEAKER_00]: That's why these, you ever see guys on the Instagram comment the word home.
26:32.730 --> 26:33.990
[SPEAKER_00]: No, we were just talking about this.
26:34.030 --> 26:34.931
[SPEAKER_00]: Make the word easy to spell.
26:35.071 --> 26:35.691
[SPEAKER_00]: Yeah.
26:35.731 --> 26:38.293
[SPEAKER_00]: But give the people something valuable.
26:38.993 --> 26:42.957
[SPEAKER_00]: and have them ask for it and have them ask for it and then that gives you the handrails.
26:42.997 --> 26:47.781
[SPEAKER_00]: The best marketers are not looking for the sale on the first touch point.
26:47.801 --> 26:49.162
[SPEAKER_00]: They're looking for the signal.
26:50.223 --> 26:53.165
[SPEAKER_00]: I just need you to raise your hand because now I know who to follow up with.
26:53.185 --> 26:53.486
[SPEAKER_00]: That's right.
26:53.646 --> 26:56.108
[SPEAKER_00]: Now I'm not talking to people who don't want to talk to me.
26:56.748 --> 27:06.899
[SPEAKER_01]: And realize what we're getting used to reading is the people that are our customer base are primarily getting a lot of their information from their large language model from their AI-based tool.
27:07.340 --> 27:10.763
[SPEAKER_01]: Their daily conversations and interactions are with chat or Claude or whoever.
27:11.324 --> 27:18.131
[SPEAKER_01]: And as a result of which we are becoming not just used to, we expect hyper-personalized communications.
27:19.022 --> 27:25.344
[SPEAKER_01]: We expect everything we read now and not to be like we used to read Google where we had to interpret like how was this for me.
27:25.724 --> 27:29.385
[SPEAKER_01]: We expect everything we read now to be for me and only me.
27:30.465 --> 27:34.746
[SPEAKER_01]: So if I'm reading an email that is for somebody like me, it's already repulsive.
27:35.747 --> 27:37.687
[SPEAKER_01]: I need to feel an email was written for me.
27:38.428 --> 27:39.608
[SPEAKER_01]: Not somebody like me, for me.
27:40.767 --> 27:46.950
[SPEAKER_01]: And that doesn't mean that your email service provider has the ability to be able to have a search for a place for name, like it doesn't mean that.
27:46.970 --> 27:48.170
[SPEAKER_01]: It needs to be for me.
27:49.391 --> 27:54.113
[SPEAKER_01]: And we've got so obsessed about scale in this industry and how do I reach more people?
27:54.153 --> 27:56.514
[SPEAKER_01]: And how do I look to be able to automate and how do I fund the easy button?
27:57.254 --> 27:58.275
[SPEAKER_01]: The easy way is the hard way.
27:58.575 --> 27:59.995
[SPEAKER_01]: That's always the way to be able to go.
28:01.036 --> 28:07.839
[SPEAKER_01]: And most people that are listening to this conversation right now, they're only looking for tens of transactions, not millions,
28:09.866 --> 28:17.368
[SPEAKER_01]: So what would you say is the average number of brand new transactions, most real estate or mortgage professionals would like to have in the year of 2027?
28:17.488 --> 28:19.009
[SPEAKER_01]: I was the number.
28:20.149 --> 28:23.290
[SPEAKER_00]: Well, let's say 50, 50 for the whole year.
28:23.510 --> 28:23.730
[SPEAKER_00]: Right.
28:24.310 --> 28:31.273
[SPEAKER_01]: Now, if you were looking to have 50 people show up to a dinner party at your house, what game plan would you run?
28:32.433 --> 28:33.453
[SPEAKER_01]: I tell you what you wouldn't do.
28:33.833 --> 28:35.554
[SPEAKER_01]: You wouldn't spray and spray it all over the Facebook.
28:37.510 --> 28:40.993
[SPEAKER_01]: You'd be very intentional about the guest list.
28:41.053 --> 28:43.196
[SPEAKER_01]: You'd be very intentional invite.
28:43.536 --> 28:45.818
[SPEAKER_01]: Personal invitations, custom outreach.
28:46.899 --> 28:47.620
[SPEAKER_01]: And it takes time.
28:48.801 --> 28:49.782
[SPEAKER_01]: And that's what makes it worth it.
28:50.202 --> 28:51.904
[SPEAKER_01]: Yes, exactly.
28:52.495 --> 28:54.776
[SPEAKER_00]: It's people are waiting for something they can't even take advantage of.
28:54.896 --> 28:57.678
[SPEAKER_00]: So guys, I hope you guys got a ton of value from this.
28:57.798 --> 28:58.578
[SPEAKER_00]: I did, I know me.
28:58.698 --> 29:07.022
[SPEAKER_00]: I'm taking notes right now on my phone, so many things, so many ideas in my head on things that I'm going to change with my messaging this week in my content.
29:07.442 --> 29:08.343
[SPEAKER_00]: And bro, thank you so much.
29:08.403 --> 29:11.985
[SPEAKER_00]: You're just any time I put you on the spot, it's like gold, bro.
29:12.365 --> 29:14.186
[SPEAKER_00]: And you're just the absolute best at this.
29:14.206 --> 29:15.847
[SPEAKER_00]: That's why I asked you to be on the today.
29:16.447 --> 29:20.069
[SPEAKER_01]: And people are saying here in the chat like, can anybody write down the questions, et cetera?
29:20.749 --> 29:25.472
[SPEAKER_01]: is we can, but like you know all the keys on a keyboard now.
29:26.132 --> 29:27.133
[SPEAKER_01]: You're still not a musician.
29:29.374 --> 29:32.076
[SPEAKER_01]: This needs to be practiced, it needs to be understood.
29:32.436 --> 29:32.636
[SPEAKER_01]: Yes.
29:32.836 --> 29:37.319
[SPEAKER_01]: If you're looking for something simple understand more about the book, exactly what to say.
29:37.979 --> 29:39.760
[SPEAKER_01]: Yeah, and by the way, if you guys don't have this book,
29:40.837 --> 29:42.058
[SPEAKER_00]: You must be sleeping under a rock.
29:42.358 --> 29:53.505
[SPEAKER_00]: This is literally the Bible in our industry right here This is the Bible and anybody on this group right now if you run a organization If you have a team you're putting on events.
29:54.025 --> 30:06.553
[SPEAKER_00]: I'm telling you right now This guy might be available you can reach out, but you should send Phil an email because He's one of the top-rated speakers in the in our industry, but also I've worked with him at three different of my events
30:07.233 --> 30:12.195
[SPEAKER_00]: And he's always voted in the top of the speakers every single time because of the value that you guys just saw.
30:12.215 --> 30:14.296
[SPEAKER_00]: So if you want to reach out, where can they get a hold of you, Phil?
30:15.096 --> 30:16.557
[SPEAKER_01]: A DM on Instagram.
30:16.577 --> 30:17.937
[SPEAKER_01]: A DM on Instagram always works out.
30:17.957 --> 30:18.938
[SPEAKER_01]: Phil M Jones UK.
30:19.698 --> 30:23.620
[SPEAKER_01]: If email is your place, then fill up Phil M Jones.com.
30:23.760 --> 30:25.621
[SPEAKER_01]: We'll land something into my direct inbox as well.
30:25.821 --> 30:26.481
[SPEAKER_01]: Always happy to chat.
30:26.725 --> 30:41.669
[SPEAKER_00]: And so for anybody who was in the chat asking for replays and scripts and everything that you wanted to transcribe from today's video, we will publish, we're going to clean up the edit, obviously, but this will be published so you guys can check it out where we're talking about in the group is how we turn this into content and actually turn it into business.
30:41.709 --> 30:42.489
[SPEAKER_00]: That's the difference there.
30:42.509 --> 30:43.389
[SPEAKER_00]: But yes, we will put it out.
30:43.789 --> 30:45.750
[SPEAKER_00]: I will say that the stat,
30:46.630 --> 30:50.992
[SPEAKER_00]: And I understand that, you know, 73% of all statistics are made up on the spot.
30:51.012 --> 30:51.333
[SPEAKER_00]: That's right.
30:51.573 --> 30:57.636
[SPEAKER_00]: So I'm guessing I'm just going to pull this out of my, I would say 12% of replays are actually watched.
30:57.836 --> 31:00.677
[SPEAKER_00]: I would say 8% of replays are actually watched.
31:01.258 --> 31:02.538
[SPEAKER_00]: And so I would just think about this.
31:02.599 --> 31:08.241
[SPEAKER_00]: If you're overwhelmed by this, if you're thinking about all the things you need to do in your business, I just want to leave you with this last thing.
31:09.262 --> 31:12.284
[SPEAKER_00]: What is one useful experiment you can run from today's call?
31:13.124 --> 31:13.965
[SPEAKER_00]: don't think about everything.
31:14.606 --> 31:15.727
[SPEAKER_00]: I know there's a lot going on.
31:15.847 --> 31:19.871
[SPEAKER_00]: I know we're busy and you get overwhelmed and what happens to me is when I have so many ideas, I do none.
31:21.152 --> 31:27.658
[SPEAKER_00]: I do nothing and then I feel worse that I'm not doing anything and then I scroll and I see everybody else doing things that I should be doing and it makes me feel even prettier.
31:28.038 --> 31:28.719
[SPEAKER_00]: So if you're like me,
31:29.800 --> 31:32.810
[SPEAKER_00]: How I get out of that is I just simplify it to one step.
31:33.332 --> 31:37.786
[SPEAKER_00]: What is one useful experiment, whether it's one email that you could send, whether it's changing a message.
31:37.866 --> 31:40.153
[SPEAKER_00]: If you do that, you get ROI out of today's session.
31:40.494 --> 31:41.557
[SPEAKER_00]: Don't let this go to waste.
31:41.818 --> 31:45.149
[SPEAKER_00]: Thank you guys for being here and we'll see you guys on the next video.
