 What's up, everybody? Rikki Kruth here. Welcome back to another zero diamond show. Thank you guys for all tuning in. I'm back with another interview today. I've got Nolly Williams with this. What's up, Nolly? Hey, what's up, Ricky, man? I'm so happy to be here, bro. I'm coming, huh? You're my hero, man. That's ridiculous. Yeah, I've been watching what you've done. You, you reached out to me. I think it was in 2015, somewhere around there, and I'm just proud of you, man. You're doing great, bro. Keep it up. I appreciate that. That means a lot coming from me, man. I, I, I noticed you a long time before, like I came, I watched you do a live, a live little presentation on Orange Beach, Alabama. Oh, yeah. Okay. You remember doing that? Yeah, I remember that. Yeah. Jeff Payne and my boys. Yeah, we're talking about that. Yeah. I, I was laughing my ass off, man. It was a, it was good stuff. You were asking, like, you know, how many people got 10 listings this year? 20, 50, you know, and I was just like, you know, it was like 100, and I was like, I was like, okay, we don't get up to 100 in my, at the events, man. Well, I know, I know, I'm kind of a freak. Yeah. But I, I stole one of your jokes, though. I've been using it a lot. It was about, you know, I raised your hand if you're a new agent. Yeah. They love it. Yeah. So, man, I want to get right into it here. I was reading your bio and your, your, your timeline and everything like that, man. It's a really incredible story. I guess just kind of give me the, give me the two minute, two minute version, two minute story for me about, you know, just your, your story of, you know, your business. Yeah. You get 100, you know, so many listings within the first couple of months and, and all that good stuff. Yeah. So I had come out of a failed business. You know, I had a really good business thing going and then it crumbled, it fell and I didn't know, you know, as a man, you know, I started that business when I was 22 and, and my whole identity was in, in that. And so I was like, man, what am I going to do next? I was licking my head real estate. In fact, the guy that sold my house, he was with Remax and I, I was like, man, what am I going to do? And he was like, dude, when I saw how much I paid on commission, you know, we sold the house for, for 500 back in 03 and I paid like 30 grand in commission. I was like, man, I probably could do something like that, you know, that, that would be, because I was making a lot of money and I got, you get used to it. It's nice, you know, it's nice having good income. And so I was looking for an industry that I could jump into that was, that could have good income, not a lot of overhead. And I got into real estate, man, and just took to it. I mean, I really studied though, I studied the game, you know, it's a game, dude, you already know this, you know, you play like a game. And it's like, it's like when you play any game, you understand the rules, you understand the plays, which plays are good, you avoid certain times. And then you just, you just hit it as a game. And it's so interesting, Ricky, when you see agents out there on the hustling grind, which I don't know, because it's fun, the hustling grind, but they're not having fun with it. You know, the fun is the fun is a missing part. You got to have fun with this thing. Yeah. I look at you with your goal and, you know, you hit me up with, with what your big goal is. And I was like, man, this guy's not even about the money. No, not at all. You earn that, you know, you can't just come out the gate with that, you know. Right, right, right. No, I love what you say about, like, there's, there's certain plays, there's certain, certain plays you got to play in different situations. That's like what I say with, like, cold calling, like when you're cold calling, you know, once you've done it so long, you realize there's only a certain number of outcomes, you know, they're going to hang up on you, they love you, they're diligent, you know, they're not ready yet, but they like you. There's only a handful of different outcomes to the call. And like once you do it so long, you can pretty much tell from the first, you know, 10, 20 seconds which direction this call is going in. And you kind of know at that point kind of what, what language, tone of voice, what to say, you kind of know how to get it where you want to be. And it's the same thing with listening presentations or, you know, you know, the marketing aspect of it. There's only a couple different, you know, ways this deal can go. And once you get the experience you need, then you can kind of foresee what direction things are going in and then you've got your play, you know, like what play we're going to play, we're going to play this play. All right, go, you know, and it turns into a game like you say and that's when you start getting those highs, you know, you start getting high off of, you know, getting that email or having a good conversation or whatever the case may be. I like, I like how you said that right there because it is, man. It's all about having fun. Yeah, yeah. And then the cool thing about that is that like your life is dedicated to paying forward and give it back. That's what your life is about because you realize there's only so many million dollar months that you can have a million dollar days. I mean, we had million dollar days, right? And so what we sell a million dollars plus in real money, I mean, that's fun. You know, I took 21 listings in one week, you know, in seven days because I asked people all the time, I'm like, they're like, man, I want more listings, I want more listings. I say, okay, well, let me ask you a question. What would happen if you took 21 listings in seven days? Like most of them they will crumble their business. Like they say what they want, but they don't have the infrastructure and the systems behind it to support what they say they want. You know, so they just, they just, it's like shooting a game and you have a strategy. And I like, I like how you played the game because you have a strategy about it, dude. And you're like, oh, I'm going to pick this path. Like I saw when you first started, I'm not push, trying to push it too much back on, but I'm a fan of yours, man, because, because I like how you play. You know, I saw how you, when you, when you looked at it, you said, man, I'm going to do this zero, you know, when you started with the zero to diamond, you had like, I think you had like, when you contacted me, you had like, and now you got way more than I have. You know what I'm saying? I'm like, he, he, he knows how to play. And, and, and honestly, when we see, of course, according to National Association of Real Tours, they say that 87% of agents don't make it past five years. They just don't succeed in this game. And it's sad, man. I mean, we believe that many more could achieve success if they only knew how to play at a higher level. So you say, you say 80% doesn't make it past five years? 87%. 87%. Okay, so that 87% thing we hear about the failure rate in the industry, it's really a five year failure rate. They, they get in and they, they may sell a couple things here and there, maybe part time, maybe they get in full time, but then by five, by the time five years rolls by, they're just out of the game. Yeah, they're out of the game. Yeah. And it becomes a churn and that's when there's really no fun. When it's feast or famine. See, you and I don't live in feast or famine. We're not bragging on, but we want people to know that there's another side of life to live than just the grind, the hustle, the hamster wheel. You hustle like, like, like when I get on a hustle, like, like if I go on a 20 city speaking tour, that's my hustling grind, but I know I'm about to jump into that and I'm going to jump out. But it doesn't affect my livelihood. And so, so it becomes there's another level of the game is I guess I was trying to say with that. Yeah, yeah, yeah. No, there's totally another level for the game. And like the next level for the game for me is that everybody succeeds. You know what I'm saying? Like I want every single person to sell 100 properties a year with little effort and have that infrastructure in place that they can handle it and they can, you know, do the things they want to do, provide for the family, you know, give them all they want and be able to pay it forward like I'm doing now. Yeah. So, you know, my overall mission, you know, to reduce that failure rate, that 87%, I want that to come down. Yeah. Got to come down because there's too many really good people out there that really want it, that work hard, they're dependable, they're professional, they just can't find their way because they have so there's so many distractions of people trying to tell them do this and do that. And you know, real estate is such a process. If you don't give it, you know, a good three to six months, one avenue, then you're not going to see the results and people are giving everything a week and then trying something else and then this and then that and they're trying, they're moving around because they're scared what they're doing isn't going to work, you know, and so it's really hard and like I've been there and so that's why I'm doing what I'm doing. So, let's reduce the failure rate right now. Yes. I'm going to tell everybody how you get 21 listings in seven days. Well, really it starts with mindset. So, here's the thing, there's only three things that will hold someone from the success that they want, whatever that success might be. The first thing is ignorance. Okay. So, ignorance is something that, you know, you can't say you have because you're listening to Ricky, you listen to me. If you've doted on us, then ignorance is off to get off the off the excuse chart. No excuses right there. No excuses. I'll charge you a dime to learn everything I know about real estate. So, if you dive in and know what you need to do, what comes wrong with you? No doubt. And so then that remains, that leaves fear and doubt. So, you have fear around it or you have doubt around it. So, when you don't have, when you go into it with the right mindset and the thing with me, Ricky, was nobody told me that I couldn't succeed and truthfully because of my disk profile, the DIC profile for my personality aptitude, I'm actually supposed to be a terrible listening agent. Like, I score at the lowest of the bottom of the rung for that skip, you know, for that career. But I didn't know and so I had the faith and the belief. I had a high level of belief, very low level of doubt. It was do or die. I knew I had to succeed and it didn't seem like the business was that hard to me, to be honest with you. I hate to say it, I don't want to sound crass, but when I really studied the game, see a lot of people just don't take the time Ricky to study the game. But when I really study it, it didn't seem like that difficult of a game, right? It's just like golf. Yeah, golf is difficult to master, but the concept is very simple. It's a round ball that you hit into a hole. I mean, it's a simple and I looked at it with simplicity and so I just went after it. Now, I came from the music industry and God will often prepare us for later in life, things that we need. So I came from a marketing background. I knew how to market. That was a real key asset, a real key skill. And so when I got in the real estate game, the first thing I did was really push myself out there to where people within a month, it looked like I had been in the game for years. I mean, I did that very quickly. I mean, to give you an example, I bought a van used and then I had it wrapped, you know, so it looked like I was you know, had been in the game for years. I put on my business card first coming out the gate listing specialist was it was was my title. I started a farm right away and I didn't I didn't cost me a dime because I got other like I got a cut grass and pest control and different people like that to go on the back of my postcard. So I started a 5000 house farm. I mean, I was doing stuff that I didn't know you couldn't do like nobody told me, man, you're not supposed to be doing that you knew in the game. In fact, I didn't even knew I didn't even know that you're supposed to start out by by being on a team like nobody told me that so I just started on my own and nobody told me that I was supposed to start with buyers. So since I didn't know any better, I just started with sellers. I mean, that's the way to go. Who said that's what you're supposed to do. Well, I'm trying to tell you and that's why these are self limiting beliefs that a lot of realtors have. Man, you got to start with I tell all my students and start with sellers, man. You think you're going to start with buyers and work your way up to sellers? I mean, do both, right? Obviously, you do whatever come sellers are your best buyers. Absolutely. Absolutely. And they drive buyers to you because you got the listings, you know. So it was just it was just really tenacity and learning the game. Okay, I took six months to learn the game before I got into it. A lot of people jump in the game and they start trying to learn as they go. I didn't do that. I was on the sidelines for six months. I read Millionaire Real Estate Agent twice. I just kind of underlined, circled, studied it, went to bed with it, woke up with it and just kind of learned the game until it's probably I probably overdid it on the learning side of it because you got to unlearn, man. When you go to school, you go to real estate school, you get out like you got to unlearn a lot of that crap and that stuff is garbage. I mean, you know, I hate to say that you know, it's good. It's good for what it is. If you're an unethical person, that stuff is going to be really good to kind of get you in line. But if you're a genuinely ethical and you have good common sense, a lot of that stuff will never really come up. I've done over a thousand deals and I did my first thousand deals in my first ten years and never had probably half the stuff I learned in school come up on any of my deals. So, you know, I don't know who's writing that curriculum, but I'm saying I studied the real game, not the curriculums that they teach in school. Man, nobody asked you what number township and section you are in town. I have to take my calculator and figure out the square feet and an acre. Look, I want to get more into this, the strategy. I love where we're going with it, man, because it does start with mindset because this is a do or die. I say that all the time. You know, real estate is do or die. That's why we have to go full steam ahead right when we get in the business and not really do, you know, like, I'm not big on, let's do a lot of research in the beginning. I'm big on, like, let's take a lot of action and kind of, like, learn the research from the experience and then combine some research and some experience. Now we got something. But, yeah, I like what you said about the golf because the analogy I use is poker. You know, you can learn poker in a matter of five minutes, but then you'll lose for five, 10, 15 years before you start really trying to learn the game and really trying to learn how to win the game, you know. But I need to do that disc. Yeah, do that. Well, I mean the disc, honestly, it's a really good when you start learning your personality profile and I have all the agents that I coach take it. The first thing they do is they take their disc profile and then I assess that not for their attitude of whether or not they'll succeed because any profile will succeed in real estate. Any profile. But what I do is I take their attitude to tell them, okay, how are you going to approach your real estate business? Because not everybody could be a Ricky Caruth and do co-calls. Like, I'm not a co-call. You know, it takes a really confident high D type personality profile to co-call. And I grew up with low self-esteem. I was a introvert. I still am an introvert, you know. But I have to overcome that because I have a bigger mission in this realm than being hiding behind my introvertedness, you know what I'm saying? So I don't like to be on stage. I like to be behind the scenes with a spreadsheet. I'm a nerd, you know what I'm saying? That my disc profile points me to being an engineer. Like, that's what I was designed to do. And so when I go like, you probably, Ricky are probably a DI so when you go into a listing appointment, the difference is you go in, you got confidence just sits on top of you and people just, you exude that energy and they want to be around that. They know that you can get the job done, period. When I go in, since I don't have the D side of it, I come in with a lot of stats. I'm doing like a mini seminar when I come in. They're like, man, this guy knows the gang. You don't have to deal with any of that crap. You just get in and get it. Get it. What I tell people is don't let your aptitude slow you down from your success. It's just that you're going to go about it in a different way. That's all it is. I love it. I love it. Okay, so what tell me, man, I want to know how you got these 21 listings in seven days. Where did you get these prospects? What did you do? What did you say? Did you go to their house and hold a gun to their head and tell them you got to sign this listing agreement? What did you do? Yeah, so when I did, I did things that I didn't necessarily teach because most people won't have the level of belief that they can do this, but the first thing I did when I got in the real estate, I put four billboards up and this is stuff that, you were talking 2003. Yeah, yeah, yeah. Things are a lot different now. Yeah. If I was to parachute into a new town, I could tell you what I'd do, but I'll tell you what I did first. Yeah. I did four billboards. I started with a 5,000 house farm. Because I teach basically three buckets. Spirit of influence, farm and niche. And so I started with all three. I hit my spirit of influence first. Okay, I was like, hey, I'm in the real estate game. You know, this and that. You need to buy or sell. Trust me. I did a lot of open houses. I did a lot of the stuff that people tell you to do. Whatever they told me to do is what I did. Right? And I was I don't want to call it bottom theater, but I was, I was an old man on totem pole. So anything that anyone else would not take. I mean, if you got a mobile home that's 60 miles away, you know, I mean, I drew, I did one one of my listings I took. I didn't know you couldn't list mobile homes in a mobile home park. I took the listing back. My bro was like, dude, we can't sell that. I was like, crap, I got the listing. Mobile home without the land? Without the land, yeah. It was a park and I was like, but I got the listing agreement. I mean, they signed with me and everything, but then I had to follow like, man, your stuff is personal property. I can't settle for you, you know, but it's being willing to do whatever you whatever you have to do. And back then, Ricky, I was taking listings that are 40,000 50,000. I mean, dog, dog, dogs, man, the dog in the industry. I would take it. It didn't matter because for me, I was hungry and I was getting an experience. The amount of business acumen and success and skill that you put on a listing that's $100,000 is superior to the amount that you'd have to put on a listing that's six or 700,000. In fact, the way you have to work that listing, I know because I just closed one. Last month I closed one that was 665. I closed one that was 210, 205. And I put so much work in the 205. I mean, many, you know, talking to the seller, you know, inspections were crappy, you know, stuff like this had to sell the house three times because of the terrible conditions. And the one that was 665, I mean, it was just like, you know, I probably had three conversations, you know, with the seller. And it was just easy. So my thing, Ricky, was I put myself out there as willing to do whatever it took and that's how I did it. You know, I started with expires. That was from day one. I started with expires. I had a buddy in the game, Arnold Sellas, who back then I would go to the office and he sat in the office across from me and he taught me the expire game, right? And so we had a little deal that there's any expire that he didn't want to take, whether it was in that part of town or was that price range, he dumped those on me. And so it was really a combination of things, man, that really and what I tell people is don't have just one avenue of a pipeline because how do big businesses get big? They have a lot of little businesses, right? And so if I want to make $100,000 a month coming in, you know, I might have 30,000 coming from this channel, 30 from this and then 30 from that, you know. I might have one particular, at one point I had a niche business, one niche real estate niche that was generating me 40 50,000 a month, right? And so as those niches dry up, you switch it to another niche, but that's just one area of your business. You still have your other, what we call, you know, your other divisions rocking. And if you do that, like a lot of people try to put everything in one basket. Now I do believe, like you say Ricky, is that you should people can really achieve success in many, many, many, many paths in real estate. Pick the path that you love. Go for it with all your heart and don't deter deter from it. I wrote a, I wrote a book. This is one of the books I wrote that I also send people for free. I mean, it's, it's you pay the shipping, but it's 27 marketing ideas for free seller leads. Okay, called triple my listings. Now people ask me, man, I like, what do I, what should I do to get listings? I'm like, dude, I got 27 ideas for how to get listings. Okay, just pick three of them. And I tell them just like this, Ricky, just pick three of them. You don't have to do all 27. Why did I write 27? Because somebody's gonna be like, I don't like this one. I like that. Okay, pick three, any three that resonate with you, because they're written toward different personality profiles. And then when you pick those three, you spend two hours a day. This is what I've done. And I learned this from Gary Keller. So I give him credit for it. He told me to time block every single day from night to noon. That's the first thing I started doing from nine to noon. So every single day I time block for lead generation. Did I go to closings from nine to noon? No. Did I, did I meet with, all I did was generate business from nine to noon. I went on my appointments in the afternoon. I still do that to this day. So, so now I teach my people to do from nine to 11 every single day, Monday through Thursday at least. That's the minimum. Or they can do nine to noon if they want to do that. And then you go on your appointments. If you do that every single day, you'll have a, and people are like, what do I do when I get my lead generation bunker with what I call it? I say, what you do is you get this book or you take notes on some of Ricky's past hangouts and just write down some things that resonate with you and you just do those things, right? Could be probate, divorce, whatever it is, you know, whatever your niche is going to be or whatever your specificity. But I like to focus on listings, man. I really buyers are cool. I love buyers, but they just take three times as much time, you know what I'm saying? For the paycheck. I just did one dude Friday, we closed in my house and my client was like, hey, they just called me that the model home at this builder had just come open, wasn't supposed to be open until December. And this is a buyer. And I said, oh, she said, can we go by there after the close? I said, yeah, no problem. So we went by we looked at the model. They like it. They're going to buy the house. We just wrote the contract. They just wrote the contract today from the builder. It's $399 and they're going to pay me my commission $12,000 and I didn't, you know, I spent like two hours with them, you know what I'm saying? And that's the kind of buyers I like. And the truth is, Ricky, you can manifest the success you have if you're doing all the right things you really I can't see how a person can fail. There's only one way, like Ricky, if one of your students comes to you and says, I'm doing everything you told me to do and I'm not succeeding. First of all, we know when we talk to them it's going to be we're going to see some gaps in there, right? We're going to be a different story than what they're saying. But there are some isolated cases of people that have done every single thing I come to do. They go in the lead generation bunker they're banging out two hours every single day of calls and touches and they're just not going anywhere. And that's a whole other, that's a rare problem. But I guarantee you, people would just get in there from 9-11 every single day four days a week, okay? They would be able to generate at least two appointments a week that should turn in to two or three pieces of business a month. You know what I'm saying? You know what it comes down to, man, whenever you're running into people who are doing every single thing I say and they're just not quite getting there, right? For me, there's four keys to success. Believe work hard adapt and be patient and so my philosophy is but every one of them you have to be all in. So you got a 110 million percent believe. Not 99.99 not 98.7 not 90, not 85 percent 100 percent. No plan B Absolutely. No plan B you believe that this is going to happen, right? And a lot of time the people I talk to they believe 95 percent that they can do it and that 5 percent or if they believe 99 percent that 1 percent that 1 percent their prospects can hear that 1 percent of disbelief. They can hear that in their voice and then they immediately say this person is not this is not a confident agent. This person is not who I want handling my most delicate financial transaction in my recent life. So that right there is one of the biggest things and it's like when you talk to them they it's like you feel like they should be selling. They have a nice personality. We're getting along they seem like a cool person. Everybody should love them. But that 1 little percent of disbelief they don't realize is wiping them out of the game. And then if people do believe out of the people that do 100 percent believe very few work hard right now the people that believe in work hard even fewer adapt along the way trying new things you always got to be trying new things and if you find somebody that can put all 3 of those things together and they're still having problems they're doing everything right it's because they're not being patient they just need to keep doing what they're doing. I can sit down for 5 minutes and talk to anybody who isn't successful or as successful as they want to be and I can tell you which one of those 4 things that they're lacking in and that's what it boils down to. I love it and I think and I'm glad that you put a belief at the very top of that because that's scriptural because in scripture it says if the person begins to doubt it doesn't say if they doubt it says if they begin to doubt let that person not believe that they're going to receive anything so it gives you an inspiration when you start to have doubt it's an immediate cancellation and a lot of people don't realize what the word believe means. What they think Ricky is that the word believe is a mental ascension facts because that's what Webster's dictionary says the word believe means. I believe in this microphone in front of me that's not what it says or I believe in this chair the word the Greek word is the word pastel which means to fully commit to that's what the word believe means fully commit to and if I say I believe in the chair well then the only way that I can show you that I believe is if you go sit in it I can't just say oh I believe that that chair exists and so the only way that you could have true 100% believe is to fully commit to like what you're saying Ricky to fully commit to it with no doubt with no doubts whatsoever and honestly that takes a lot of people just aren't at that level so the question then becomes how do I get to the level where I do believe like where I have that level of faith and it really that goes back to mindset see I teach eight pillars I was trying to see if I had a copy of it I got one right here so I like the four that you gave Ricky and I wrote those down so that I can hijack them for my future now you know we share stuff all the time absolutely man but you said believe, work hard, adapt and be patient yeah okay so what I teach is and what I've noticed is that there are eight pillars and this is kind of what where we start with mindset goes to activities this is where you're talking about action that's the liberation right then it goes into people who do you surround yourself with and this is people that are going to do the jobs that you need done because most of the cool thing about listings is that 91.3% sounds like a radio station but I have a 46 step listing system 91.3% of those duties on the 46 steps can be delegated that's what makes listings so fun you only have to do less than 10% of the actual jobs right but they can be delegated to either another agent or a $12 an hour person so you got mindset, activities, people systems is very important a lot of agents don't have that you get down below the I'm saying you get down below minimum wage here $12 man hey I'm in Texas bro you know in Texas we can find them boy I don't pay $12 an hour guys I pay more than that mindset, activities, people systems, tools now what we learn about PST that's leverage people who will do it systems is what they will do it with tools is what they will do it with systems is how they will do it people systems tools then you get into money a lot of people have a poor money mindset so Ricky when they start making that kind of money like when I was making $150,000 a month but spending $160 that's called a poor money mindset so we got to get your money mindset right and then you have to have accountability and then you have to have training because Ricky what happens is for example to reiterate that accountability piece 80% of businesses according to USA Today fail just businesses not real-estating just businesses but then there's another study by entrepreneur.com that says that 80% of franchises succeed so 80% of businesses people that start their own fail but 80% of franchises succeed so that's huge so why do franchises succeed well let's look at how many times have you seen a Taco Bell go out of business or McDonald's or just name a franchise they do go out of business but 80% of them don't and the reason why is because they have extreme accountability they've got the right people they've got the right systems they've got the right tools behind it and there's somebody that's really looking at their numbers every single week saying hey you're not hitting this buddy you're not following our models something's not right here and they got somebody over their shoulder and a lot of real estate agents just don't have that because they feel like they can't afford it the accountability piece and I tell an agent look with one on one accountability I used to charge $1,000 a month to coach agents or $1,200, $1,500 whatever but I say just get you an accountability partner that's honest that's good and there's only going to be three questions did you meet your goal this week did you exceed your goal or did you fall short oh Ricky you fell short well what specific activities or things are we going to do this upcoming week to where when we are on our call again next week you're going to say you either exceeded or you met your goal that's all it is it's just having a 20 minute coaching just get you an accountability partner that's about at the level you are maybe a little higher and just hold each other accountable if you can't afford one-on-one coaching which a lot of people can't so these are the eight pillars that I teach and then the other thing Ricky is I believe that we have four bodies we have a spiritual body a mental body a physical body and an emotional body now science has actually proven this if you actually look at some of the TED talks there's one where it talks about the fact that the homo sapien has three brains we have one brain here we have a brain in the heart and then we have a brain in the gut but when you look at it we are holistic beings so sometimes a person can have blocks in the spirit body or the emotional body and that's not allowing them to receive financially or they have poor money beliefs they have beliefs around money like I can't afford it it's too hard we don't deserve that people are raised with all kind of money beliefs that are just shockingly out of line with reality the truth is you can have whatever you want whatever you desire but you got to have a big why behind it that's the reason why when I put this person in the middle that's you but in the middle of that is a big question mark because a lot of times Ricky what happens is people they don't have a big enough why I want to be the biggest real estate agent in my state and I was like why do you want to do that he was like well my team leader told me I could probably be the number one agent I was like but why what's the point why do you want to do that we didn't have a big enough why there's nothing wrong with any goal in of itself is not intrinsically wrong or right just is it an alignment with your purpose I believe everybody has a purpose in this realm and not everybody is in alignment with that and yeah I mean you could be the biggest agent if you got a big enough why behind it and it makes sense but at the end of the day nobody really cares nobody cares nobody cares that I'm doing 100 deals a year my last year in production I did 153 deals so I have to prove I grew up Ricky with being told you'll never amount to anything you're a failure I didn't graduate high school I didn't complete past ninth grade right so in my own self-limiting belief I'm thinking man I'm approved that I'm successful so I went on the hustle and grind with that kind of thing but once you achieve it man you're like okay okay so what's next okay I'm going to do 400 deals a year at some point you're like man you can either keep going that way or you can say or you can do you can say you know what how can I give back wait a minute let me give back to those that aren't on this trajectory of growth like I am or you can do both I mean you don't think that there's billionaires out there living their purpose yes but you've got to understand what your purpose is snap into it and that becomes your big why and then no matter what you do you know all heaven's behind you and you're going to succeed at that high level sounds exactly like me man nobody everybody always every time I said I was going to do something everybody said that that was not going to happen dude everything I tried to do man I was going to be football player was going to play guitar was going to you know sports and real estate everything and they all underestimated me man they slept on me so hard but what you said Ricky I'm going to have you reiterate this you said about having that high level of belief where there's you said a million percent you know honestly I never really I can't say I have a hundred I teach that you know fear and doubt the belief side of it I think I like the way you present a little better than how I've been teaching it and but when I think about it you know there never was really a doubt like I had the number one when I was doing Christian hip hop and rap it was the number one label in the world and I had no doubt that that's what it was going to be like I knew from the beginning when we had you know nothing that that's what I was doing when I was going to be a big listener I knew like and I never really thought about it that way so how did you you know putting the shoe on the other foot how did you have that did you ever doubt in your mind that you were going to keep these things you didn't know no no no no dude since I was a little kid like before I could even think and stuff like I came out just knowing that everything was going to be amazing and that I was going to do the things because the thing is is when I was growing up I watched my dad roof houses every day and then I eventually started roofing houses with him and I loved it dude like I just love the work I mean like I'm not trying a lot of people are working real hard and I'm not talking about anybody that thinks like this it's fine if you're working really hard to try to figure out how to not work later like I'm working really hard for these five years so I can put this thing in place to where I can just kind of kick back and money will keep coming in or whatever the case may be I'm doing things like that right that will that will make me more money in five years that I could take off my mentality Nolly is that I'm trying to figure out how to put more hours in in five years you know what I'm saying and like produce more like when I'm 70 I want to be working 70 hours a week and stuff like I just love it's what I love to do I just love to do things you know what I mean and like as far as belief goes like nobody it's just I think it's just the way I was I am nobody can knock me off of what I what I think like because like it's it's all mathematical it's like if you do this this is going to happen it's like YouTube right if you do this for this long you're going to do you're going to have and you get better and better at your videos you're going to have this many subscribers and this and this and this people can look back and say you're not going to have a million subscribers and I look at you like you're crazy because I know what the math is and I know the effort I'm going to put in and I know what the math is you know what I mean so hey before we go any further here I got there's a lot of people watching live and I want you to tell everybody how they can get a copy of that free book real quick free book yes so it's triple my listings and honestly it's the book I did not want to write because I believe first you learn and then you earn but if you go to triplemylistings.com triplemylistings.com and I wrote this book Ricky success with listings and this is the granddaddy you know it's 430 pages five star reviews on Amazon but it's very methodical and it takes patience to really sit down and you don't have to read it in one sitting you know people actually read it as they're going through that particular it's a step by step guide to taking listings but people were like man I want to know how to get more listening leaf I'm like dude just be successful first and then get a bunch of business now like crap so you got to give the people what they want so that's why I wrote this book you know what I'm talking about right Ricky yeah yeah yeah exactly so that's triplemylistings.com and then you got another website too nollywilliams.com just go to nolly.com dang your first name is a domain that's one of the advantages of having a unique name people were like man did you come up with that name I was like dude I got picked on in school like you think I would come up with a name like Nolly that had been the dumbest thing in the world but I'm a junior so if I had ricky.com bro this thing would be over yeah I had nolly.com back in it was in the 90s yeah in the 90s and I didn't know what I was going to do with it but I knew one day it was going to be a utilized site if you will but just like you and I think if we I think I've had an epiphany just talking to you Ricky because there's not that many people that I have the privilege of talking to that have a high level of belief like that in childhood you know I was a very imaginative kid I love to read and I love to imagine and I didn't think that there was anything I didn't know that there was boundaries or limits like it didn't occur to me that I couldn't do something and so it still doesn't and so like I tell people I retired when I was 45 and they're like but man I see you working all the time I'm like you got a different definition of retirement what retirement for me means I can do whatever I want to do whenever I want to do it well what do you want to do I want to go work that's what I like doing and so I get up I teach classes you know I paid off my house I paid off everything and I'm debt free and all that so I don't have to answer to anybody I don't have bills I mean I have you know I have my phone bills you know phone payments stuff like that but I don't have debt you know stuff like that so so it's just like now that I'm retired you know like it's amazing because like a real estate company that I've been with I've capped every year since retirement like I'm still selling how I'm still doing but I'm not like it's like I'm more doing play like I play full time but it's a convoluted line right because I'm working which play it's the same thing oh dude I tell everybody they say how do you balance work life and stuff and I'm like it's all life there's no difference you know what I mean when I'm at home with my family alright everything else is oblivious everything else is shut down and 100% on them to make them laugh to make them happy you know to make everything wonderful in that part of my life and when I'm at work everything is about work and I'm focused and I'm trying to make this happen and I don't separate it's like all like I'm giving everything 100% you know what I mean it's all just life and like you say man dude I'm retired right now what I want to do every day I get up at 4 30 every morning and work for an hour before I go to the gym because I want to I don't have to do that you know what I mean traveling around speaking man I could be down here making a million dollars I don't have to go speak for free right what it is is you're fulfilling your destiny and you're living life by purpose it's life by design and the person that would just say I had a friend of mine he came over he said man I could never pay out of my house because I'd just be lazy and I was like well then you just lazy I mean like just because you get free does it mean like and I tell people like this the best way they can understand it what would you do if you had $10 million in the bank then what would you do and the cool thing about it Ricky there's a guy it's a book called the signs of getting rich by Wallace D. Wallace the signs of getting rich and he talks there's a phrase in there he talks about if you have the recipe for gold then you don't have to spend so much of your life trying to mass it like you have the recipe for gold so you're like man I'm running low on gold let me make up another batch you go make some more gold you got it and that's really how we played the game right so if you look at it you say man I need to step up my game sell a few more houses you just do it or if I have another home because I like to pay cash for things I have my arm buying this other house and I'm like okay I need 600,000 so how am I and then I work the numbers and I do it but it's a different level of the game and I think by talking about it more openly and being honest with people they can see that there's another way to live because a lot of people Ricky just don't realize that's why I like to travel abroad is because when I was younger we didn't go on vacations or travel much so I had a very limited view I moved to South Central LA when I was 10 years old I was born in Brooklyn and then mom tried to shelter us and keep us away from that stuff but it was hard because it was at school and I didn't have a broad view of possibilities but you open yourself you see a guy like Ricky and you're like man you mean life can like life can be fun and what happens Ricky when you go to work every day and you putting shingles on a hot roof putting up shingles and you happy about it and the universe is like man look at this dude right here boy hey that's high five we're about to throw him something nice but he's liking what he's doing nah nah nah nah and see everybody else is still learning lessons they're not learning they're going with a grouchy attitude griping complaining and guess what well tomorrow you get to learn that lesson all over again until you get it once you get it you start to elevate and get into different levels of the game isn't that right Ricky? there's stages and the people who live their life like you say you know we're by design man gratitude those people they see that stage and they say oh I'm going to take this stage I'm going to blow right through this stage I'm going to get to the next stage I'm going to go to the next stage and I'm going to learn I'm going to adapt I'm going to try new things if it works I'm going to see what makes me happy you know I'm going to see how this game really played because if I had 10 million dollars in the bank I'd be doing exactly this I'd be talking to Nolly Williams right now on my YouTube channel live for hundreds of people and I'd be talking to my man Ricky live it's the same life is the same for us man and that's the life that people should aspire to the life that they were destined for you know a lot of people man it's sad to see it Ricky but I got to say it man a lot of people are living in slavery man they go to work they hire themselves out by the hour and they tell themselves hey I'm going to hire my mind and my body out for 20 bucks an hour or whatever the number is or I'm going to do all this paperwork and I'm going to do all this stuff I tell my agents all the time why are you doing $15 an hour work I really say $12 an hour but I know in your show I got to step it up politically correct man you're going to get off this show man I said why are you doing that kind of work they're like well you know I don't want to pay you know it's a low it's a low level of thinking man oh man dude when you get an assistant you're business quadruple quintipples I mean you immediately the first day that your assistant is doing the things she needs to do and you got her trained or him or her and you got everything going on you start making more money that day thousands of dollars thousands what it does is it frees up your mind because people don't realize it Ricky that even though they're not necessarily doing all those things all the time it's in their mind when you don't even have it on your mind you don't know nothing about it so now your mind guess what is it going to be to come up with all kinds of other angles like oh I'm going to start this niche over there I'm going to take over this farm and you know you're thinking about the stuff you should be doing oh yeah man this has been straight, gold and incredible man thank you so much for coming on and sharing all your wisdom with us today I appreciate everything you do man and I think if there were more people like you in this business man we would be the agents that would be living a much better and more blessed life it's funny Ricky because I had somebody ask me why are you giving all your stuff away for free if it's so valuable like nobody would do that and you just have to laugh man because you can't explain to people if you don't get it you just have it and so I don't know why that bothered me so much when I hear that but it's like this is what people were destined to do people don't realize in Genesis when God looked at Adam he says Genesis chapter 2 God said it is not good for man to be alone see we need each other man I need Ricky, Ricky needs Nali and we need everybody else that's listening right now we all need each other and this whole poverty mindset that the system has a stuck in that there's lack no there's plenty to go around there's abundance there's only abundance and a lot of people are in fear Ricky they're like oh this I buyer or this is going to take me out of the game man dude you and I both know that if the game crumbled and died we'd be making our millions somewhere else you know what I'm saying it's just the way it is man it ain't gonna crumble and die though bro it ain't it can't take us out I think at the end of the day it's a whole another video it's we're here I think at the end of the day man those people don't want nothing to do with brokerages because they know they're not very profitable I think what they're trying to do is they want data of the market they want everybody's data they want to know what's going on and then they want to turn around and they want to capitalize on having a mortgage company having a title company having a you know an eye buyer so they can buy and flip properties they're looking at everything but being a real estate agent they know that the brokerage model man look at purple bricks they're out of the US because they couldn't they lost too much money redfins next you know that the people trying to take agents out they're dropping like flies you know man so man what can everybody find you man what where do you want everybody to go to connect with you deeper because I know a lot of people want to want to connect with you on a better better level I do a lot of YouTube videos as well but I would just say go to Nali.com if you can spell my name you can get there you can't spell my name because a lot of people can't it's K-N-O-L-L-Y.com and then I've got all the stuff that I do you know my coaching is free the book is free I've always been on this question and you've been on the same path Ricky because I watched you where it's like how can I bring the price of what I've I don't do one-on-one coaching for a thousand a month anymore that's all free it's like how can I bring what I have down to the price of zero you know and that's been a quest of mine I don't know where it came from to be honest with you but it's just I guess because I don't like paying for stuff but it's exactly it's just the idea man if you can give this away and have somebody come up to you and tell you man like a guy came to me he said you changed my family you've helped me put food on the table for my family and I've never met him before and you telling me I've had an impact on your family that's a paycheck you could never spend mm-hmm that's better than millions it is man it's the best feeling in the world man I get messages all the time from people that are telling me they got listings or they did this or they're about to quit quit the business but now they're selling a million a month or whatever and I'm just I feel an overwhelming sense of gratitude you know I just feel just super like it just comes over my whole body and I'm like man I know we're short on time but let me ask you this when you got the idea of going free how did that set with you it was it was it was a weird moment because at the time you know I had 200 paying students you know with about 10,000 a month coming in automatic payments and you know one day I woke up and and I just realized something hit me and I woke up and I was like man because I was doing all this stuff to just try to get agents to just sign up sign up sign up pay me pay me pay me and I woke up one morning but when they get in there my coaching program to build a real estate business is all about don't go after the deal and I woke up and I was like man I'm contradicting myself here I'm not running my coaching business like I'm coaching my agents to run their real estate business and something clicked in my mind and I said you know what what if like if what I'm coaching agents to not go after the deal work so well and it will help them be so successful why wouldn't that work in the coaching business you know and just say here here's everything go do it you know it took me about after I realized it it took me about two months of thinking about it and thinking about because I didn't want to just do it I wanted to really be methodical about it and think about what would happen if I did that and so I had to call all the 200 students and say hey everything that you've been paying for guess what I'm about to give it away to the world for free and guess what I did even better than it was wow and not a single one of them asked for their money back because that's how much value I gave them and they all said go go go because they saw I said look if I really want to you know change the world here impact the industry influence industry and reduce the failure rate I have to go so mainstream it's ridiculous and at the rate we're going I'm not going to get there what happened Nali is people would go down the Ricky trail and they'd say man Ricky's awesome let's get more and more and more and then boom they get to the stop sign where it's like okay do not enter unless you pay me more and they said I knew he was going to try to charge me I'm going to go somewhere else thanks Ricky love you but not going to pay you're going to go somewhere else and I lose them for life whereas now I was getting 300 people sign up for a webinar 100 show up one or two sign up I was like wait a minute man 300 people needed help 300 people needed help and I said I'm going to use this to build audience to where I can I can sell books later down the road I can do speeches I can make money from speeches and books and the truth is most people will not see the long game that way they're like what is it there's a catch here but honestly most people like you and me they just won't ever wake up and realize that they can do what they do they can offer what they offer for free and the universe has a way of hooking because honestly when I went that way I had no idea of how I was going to make up that money I didn't even have a game plan but I just felt like it was the thing to do it was just the right thing to do man it just made me feel good now but this is me just helping people you can say whatever you want to say because you ain't paying for it no how so you can be real with people you can really put it to them that's the thing man they trust you so much you have no hidden agenda hey look I'm not charged that's what's so cool about my program you can get in it, you can love it you can hate it, you can get listings you didn't pay me anything so if you want to go pay a thousand dollars a month or fifteen hundred dollars a month for one of those other coaches that are going to teach you how to high pressure people and handle objections and make prospects run away from you go for it, you know I think what I'm doing I think what I'm teaching relationships over transactions and bringing value to people and building your base, your foundation and marketing and your personal brand is the wave of the future no doubt it is, no doubt about it I mean you look at companies like Google and Facebook people that have made their products free and then look at what they've become it doesn't make sense on the surface of it it's counterintuitive but I commend you for doing it man because I don't know I can't even count on one hand the people that I know that are like us that have been brave enough to do it like you just said Google, Facebook all those companies it's all free but they're making billions billions it's all about attention it's all about audience it's all about bringing value and good things happen it's the same thing in every business now you build your database of your clients of your customers you bring them value and they do business with you I mean that's it we'll leave it with that man we're going to leave it right there thank you guys so much for tuning in somebody asked about Nali's website for the book it's www.tripleyourlistings.com www.triplemylistings.com www.triplemylistings.com where you can get the free book Nali just his first name for everything else and I'm going to put a link to his YouTube channel too in the description or I might pin it as one of the top comment you guys go to his YouTube channel and subscribe and check out some more of his free content there reach out to him or me if there's anything in the world we can do for you this was an incredible show lots of golden nuggets if you're just tuning in you need to go back and watch the rest of it from the beginning I took that ride with you cool man hang out for a second here Nali I'm going to talk to you afterwards you guys have a good day