 Hey, what's up everybody welcome back to the zero-to-diamond show of course. I'm your host Ricky Carruth I hope you guys are having an incredible day-to-day I just got through with a two-hour call session right here on YouTube it was actually the best call section that I believe if I if I'm voting that was the best call session that I've ever Done live it was really really really good So I'm excited about that. I'm excited about our guests today So I've got the man Okay, this is a guy that I've really been wanting to talk to for a really long time I'm really excited to share this conversation with you guys. This is gonna be really cool. I've got mr. Jordan Cohen He's joining us today all the way from West Lake village. What's up, buddy? What's up, Ricky man? I'm honored to be here bro. Happy Thrilled and excited No, absolutely man. So you're a six-time number one remix agent in the world Yeah, you are a real estate agent of the celebrities and Professional athletes, you know, Sylvester Stallone Brett Michaels Anthony Davis etc etc. No telling who all you got you got over there with agreements and you're also a recent author You just wrote a book called the agent's edge. So man, I'm excited about that. Welcome to the show. Oh, Ricky Thank you, man. But by the way, thank you everybody. That's tuning in to see me. So this is like Very humbled by that, you know, just I'm honored that anybody wants to see and and hear anything that I have to say So thank you. Yeah, likewise man. It's always a humbling experience. So let me just dive right in here I want to get into like your background and story and everything because from you know Our conversation the other day is just so interesting like how all this came to be But before I get into that, I want to really bring the audience as much value as possible right off the bat here And one of the biggest questions I get all the time is Ricky. How do I break into luxury? How do I break into, you know, the that higher-end price points and stuff like that? And so that's kind of where I want to start and this may actually lead into a lot of your backstory and everything But if I'm a brand-new agent to maybe a two three-year Agent five-year agent even if I'm a eight or nine-year agent who is been kind of hovering around that average price point of the market 500,000 something like that. You really found a home right there, you know I mean before we get into celebrities in your book and all this amazing stuff Let's give the audience some real Tactical stuff here. How does an agent because this is a question I get so much break into that luxury market because you started out selling hundred two hundred thousand dollar homes and you had to Transition into the higher-end luxury stuff. So what would you tell an agent in that kind of situation in today's market? Well, yep, that's true. I started my first seven years I was an entry level my average sales price was under two hundred thousand and It took me a while then after about a year I started doing really well where I became the top agent in my area and I was doing really good Then what happened was I got referred to my first Pro-athlete which was a very exciting and then I took him out and we were looking in a whole different area called West Lake Village And I had never even been to West Lake Village never even heard of West Lake Village before so I went out there I was looking around I was excited because this was gonna be my first million-dollar listing like winning the lottery Right my average commission check was like five six thousand and what year was this around? 25 years ago, so yeah 97 early 90s. Yeah early 90s. So that's more like 30 years ago. Yeah Not about 24 25 years ago. Okay. Yeah, I'd have to pick out the exact number, but yeah, so yeah, but what happened was I Spent my whole life the first five years Creating what I think was an unbeatable listing presentation. I was doing expired listings I was farming and I was winning because it took me a while But then I became a winning real estate agent and then when I went to this new town I said to myself. I said man these agents must be like unbelievable, right? They must be so sharp and polished because they're selling million-dollar homes and I wasn't in truth Rick I'd never even been in a million-dollar home before so I Go over there and then in the back of the LA Times in the back of the daily news There used to be photos of the realtors that worked in the area and their production Remember, this is before the internet so I'd see their pictures and I'd see their numbers, right? They were selling 15 20 25 million dollars in real estate a year and I wasn't So I go man. They must be like unbelievable But then when I went out there and I met them They were all very nice and they were all great and they were all professional But I didn't think they were better than me or more polished than I was so once I sold that house And I I think it was like a million eight fifty or something five a million five fifty and it was crazy It was winning the lottery. I remember Driving out of that Presentation because in those days we would present our offers to the sellers direct remember there was no Emails, yeah, so we do The record and I got my offer done. I went into that presentation very aggressive I mean it was like having five Winning lottery numbers just waiting for that six, so I wasn't gonna let the seller not take my offer So I went in there just aggressive boom boom boom And then we got it signed off And I remember leaving and calling my wife from my big cell phone like that and I remember calling her saying honey Wow, I just sold a house for a million five fifty like it was like Literally mind-boggling. Yeah, but what's more interesting these realtors are really nice But I think I'm just as good to compete Let's pack up and move are you down with that because it was moving to a whole new county and basically starting over and She obviously was like had all the confidence in the world in me So we we packed up and we moved I didn't know anybody so we moved into the new city So and then I started all over again. So to answer your question Ricky How was I able to dive into a new town new city and start all over? I Mean this if you're a great real estate agent and you got an unbeatable listing presentation and marketing skills and you're well Rehearsed in your presentation and your confident I think confidence is everything and you're confident in your salesmanship and your skill set You're gonna be great. Whether you're selling five hundred thousand dollar homes or five million dollar homes I've been wrote in the book There was a wonderful agent that I started with in the north San Fernando Valley And she's still the top agent in the north San Fernando Valley Her name is Stephanie and man when I moved I was glad she didn't come because I'd hate to compete with her day in and day out Because she's a great real estate agent But she's not selling the mega multi-million dollar homes like I am so again If you're great, you're gonna be great, but you need that skill set Ricky You need an unbeatable listing presentation. You need to Have that confidence to be able to do it So I think that the key to success in real estate Ricky and longevity is taking advantage of every situation Every listing opportunity every conversation with somebody can lead to a listing opportunity If you have the right language and the right skills Wow, I just look at you And that and when you say that You know to to have those conversations and to have those skills Are you are you insinuating? Regarding that these listing appointments can come from anywhere. Are you insinuating that? If someone if if you're talking to a prospect that isn't necessarily Feeling like it's leading to a deal today Are we still building those relationships for the future? Well, of course, I mean that's real estate 101, right? You're always want to have your lead box and your your inbox of potential leads But for me, it's every time you talk every time I talk to somebody I You try to see if they're a real seller, right? But if I don't have a great presentation, I'm not even gonna ask for that interview when I was doing expired listings before I moved Until I felt the utmost confidence in my presentation I didn't even want to keep pushing for the interview, you know, are you interviewing agents for the job of selling your home? I would never ask for a listing none of the mailers I send out nothing I do says list with Jordan nothing like that. It's always asking for the interview interview interview me Hey, you know, you're already committed to another real estate agent. Yeah, we kind of are well interview me It doesn't hurt to get some second ideas and some say because I have enough confidence in myself and my listing presentation to be able to Win so that I think that's again. I find it interesting when I do meet other realtors and I ask I go Do you have a great presentation? And they'll usually say to me well, it's not it's not great And I was saying you got to make it great. You got to make it great. You got to practice. I did that. I practiced Yeah every day for many many years. So I Love that man interview me Right don't you know not hey, you know, you're interested in selling okay Let me come by and take a look or let me sit down with you, but it's interview me, right? It's almost like you know, I understand I don't have the job yet, you know But interview me and and let's see where that goes. I love that. Yeah, Ricky I always say I never say to a seller. I say man, I can't wait to work with you I don't I work for you So I always put my ego aside and I always say man, I'm looking forward to working for you Give me an interview. Let me interview for the job of working for you I think a lot of people still like to be the boss and let's be real I always say one of my one of my lines is I say I'm the CEO of the job of getting your home sold I'm only gonna get paid when I sell it not when I list it So I'm the CEO of for the business of getting your property sold. You're the chairman of the board I say make no mistake. I work for you But the process of selling your home I'm the CEO of that and let me sit down and show you exactly what I'm gonna do from beginning to end to Maximize the exposure of your home to get as many people to become aware of your home And then my process of vetting buyers and then obviously showing it and getting them to make the commitment to buy your home I just want to give just enough in order to sit down in front of somebody Ricky and then blast them with my presentation Yeah, yeah too much. Stop me. I just had a venue. No, it's great. Listen. This is gold every Every word you say is gold man. Don't worry about it. So I want to get into the presentation a little bit I know you share this a lot about this in your book, right? Which I want to share right here if you guys go to Jordan Cohen Dot-com backslash book you can pre-order the book right here the agents edge And if you scroll down here, you'll see this Amazon and these different carriers of the book and you can you can Pre-order this book. It's on pre-order right this second. You can pre-order the book right now So and also guys if you watch to the end of this interview I'm gonna give away five copies of my book list to last how to survive every real estate market crash So I want to give away five books in the name and you know and in the name of Jordan for Five of you guys for for watching this to the end because this is straight gold and the reason why I want you to watch to the end It's because I know you're gonna pick up so many gold nuggets out of this. So back to the interview Luxury right so how far was the the how far? How many hour drive was it from where you were to where you ended up getting into all this luxury? Real estate One hour, okay, so it's just an hour away. It wasn't like this LA you know you can drive from one end to the other end and fall in four hours But honestly it was about an hour drive, but a whole nother county whole nother city whole nother town Yeah, but and again all the realtors I met along the way. They were awesome The Ricky I was armed. I was armed and ready to take my business to you were you were focused You were like now I'm going I'm coming in here to dominate and take over and there's not going to be a Close second place kind of deal. I hope so. So so what I did was I started farming. I'm a farmer Okay, I'm a graphic farmer but like heavy So what I would do is I took once I made the commitment to come out here, right? And I I packed up and I moved I think in order to really do luxury correctly Ricky Gotta gotta let go of your other stuff a luxury seller isn't gonna want to see their home advertised Next to a you know a mobile home in a different area like they they want to see they want to be with a luxury agent So I kind of knew that just with street smarts, right? So I just kind of say okay, I'm gonna start over I was still selling some of the other ones But I wouldn't like cross-advertise it. I wouldn't do any print marketing with both of them on the same page or anything You know When I came out here The the the first piece of mailer that I did which like really sparked it which I got some advice Well, I wrote a personal letter and what I did was I took real time with this Ricky took me a long time I hand signed each one. I made sure each one was printed out Individually and I hand I hired some kid that with good language good writing skills to write each envelope I mailed it first class my goal was to make sure whoever read that It was literally like it was written for them And they would have never imagined that that was written or both mailed because it wasn't both male So they thought it was the whole thing handwritten the envelope in the letter itself Was it all? Was the letter was printed out but each one individually print out so it wasn't like I printed one and then Xerox copy Right, right, right, right the best paper I could buy this expensive linen and literally I maxed out my credit card doing certain types of marketing, right? And then I mailed that out and then I incorporated comps with it And I did real easy to read comps like I didn't write lpsq It was listing price per square foot and I bracketed it up Okay, and signed each one and I wrote a long whole page But literally my broker at the time said no one's going to take their time to read that whole page And I go I only need one to actually read it And in my letter it incorporated some of my listing presentation a little bit of my marketing introduced myself Tell them what my goals and aspirations were and all that and I actually got three interviews from that and I won and Because I had a good presentation man and I won and one guy actually said to me goes How'd you know I was thinking of selling my home like I hit me I wow this this really worked I wish I still had that letter to get to this day. It was 25 years ago, but but it kicked in then I got my first Listed and then I was fired up. So I did a broker's caravan and then I met all the I wore my best suit, you know, I'm not a dress up guy So I had one suit and I wore it, you know, I made sure there was no dust on the shoulder You know the whole day like I went and I hired a coffee company and I had finger sandwiches And then what happened was I started meeting all the realtors and one lady Ricky was it was a bitch She literally came up to me and said I'll never forget. She goes. How did you get this listening? Like are you At the time I was with a company called Todd C. Olson, which was one office in Northridge But Todd opened me up my own little private office. I worked by myself for three years No, no receptionist. No assistant. I couldn't afford that stuff. So I was doing everything myself And this lady said you must be related to them somehow Really irked me man. I go no, no, no, you know, she interviewed people they interviewed You know, I won just like we all do And then she turned flipped her hair and walked away and Ricky that lit a fire in my belly. Yeah So I literally got I tried to learn as much as I could about my competition Because they were competition to me. So I would literally get their packages I would talk to people. What are they doing? What are they saying? And then what they what they were mailing out And then I upped it. I elevated. Yeah piece of mail I did was bigger better thicker better quality And then I started getting more of those things and it's been a good run ever since so So you you looked at what the other agents were doing in luxury and as far as their mail outs and stuff Yep, and then you're like, I'm going to create a way better presentation than than what they do on just the mail outs hundreds So they were doing just I did brochures. They were because again, I think if I didn't Have the hundred percent confidence in myself and being able to interview and win I probably wouldn't have even done it. I wouldn't have packed up and moved because I mean, it's risky, right? Everybody thought I was nuts. My parents thought I was nuts My broker thought I was nuts everybody at the time. I was doing really well for a young guy You know to pack up kind of leave that behind and start all over again. Yeah But I I confidence in my skill set. So Did you do anything else like just cold calling or anything like that or you was it just strictly Direct mail and with the direct mail Was it just one letter or did you do like monthly? You know, did you pick a subdivision or a few subdivisions and do like monthly mailers? Like what was what was the entire What did it? What did the whole thing look like as far as the the direct mail goes? And did you make any cold calls or do anything else outside of the direct mail? That's a great question because I I did totally different stuff in the luxury Farming than I did in the first area I farmed which was an area called canoga park when I farmed in canoga park You know, I did a lot of door drops contests, you know, free everybody enter here for turkey on Thanksgiving and you know, and I Knocked a lot, you know when I'm into the luxury I stopped door knocking I hate door knock a lot to be honest with you. I hated and I still hate it I don't want to interrupt anybody when they're in their lunch or dinner, but in the luxury market I don't think people want to be interrupted It's just I don't know. It's just I wouldn't want to be interrupted if I'm having lunch or dinner And you know scratch pad I'd be nice to something just when I guess when the day comes that a doctor or a lawyer is out door knocking for business I think I would have done it at that point. I wanted to try to make it as professional as I possibly can so I I elevated my mailing game And at the time every listing I took I did insane open houses where I was there all the time figured I'd meet the neighbors and Just kind of built it like the old-fashioned way a lot of direct mail a lot of open houses, which I don't do open houses anymore A lot of that kind of stuff to just generate and get my feet in front of you and I picked what the high-end magazines were in the area. I believe in print. So I So I would Present my listings with all that stuff never with my picture No, I wanted the folk part of my listing presentation is Talking about how I focus on the house that the house is not me. So I try to present that in a way Like to create a reputation for myself as somebody that only cares about selling real estate Rather than My whole game plan to that Wow, I want to I want to kind of echo what you just said because I don't know if a lot of people will actually pick that up You didn't put your picture on the advertisements for the homes because you wanted to be You wanted the advertisers to be more about the homes And then you I still do that to this day I know all my my competitors do that. So I always try to do something a little different Wow Yeah, so one of my one of my lines so to speak is uh, I'll give you a good one here. So Did you come up with this? Is this your idea to to to not put your picture on the advertisements? Yeah for couple reasons You know, if I'm at the market or if I'm at uh, breakfast I really don't want to talk real estate fun was with my kids at the time but two most part was the whole mindset the whole creation of First class I don't put my picture on cards None of that kind of stuff was to try to present that then I came up with language On how to present that in a listing interview. So one of the things that I say, okay This is good. This is good stuff because this resonates and it's free. I say mr. Seller Like the like an athlete's agent or an actor's agent The job of the agent is to promote the client the job of a Movie aid the job of an athlete's agent is to get an athlete off field endorsements Of course, it's negotiate the contract and all that but a good athlete wants that nike money They want the pizza hut money and the subway money. So a good agent is on the phone. They're promoting their client They're on the phone trying to hustle their clients endorsement deals. Well, mr. Seller I'm a real estate agent the same scenario. I'm on the phone all day promoting your house The difference is your house is my star. So just like a movie agent or a sports agent Representing an athlete. I'm a real estate agent Representing your home. So I'm gonna be on the phone all day every day promoting your home I would prefer myself to take a backseat and have all the focus on your house That's what you're hiring me and paying me to do sell your house not me So when I open up a magazine or anything like that, I like to say if you notice My name is on the bottom. Yep. It's got my name my contact information But 90 95 percent Is of the house And everything I send it out like that is about that Hey, christy Can you grab like a magazine like one of my like a homes and land? Or a or like a west like malibu Yeah Let me see if I get and also like a just listed postcard, please Christy's worked with me for 17 years now. Wow. Like one of my really good long, uh, just listed postcards. That'd be awesome. Thanks So like I'll say this like this is a example of a local publication Right here, this is how we publication. So you see like yeah picture of me This is actually bigger than normal where actually this is a better example So I'll say this is homes and land right this a current version of homes and land so when I present it Of course, I got my name and all this kind of right there and a little bit caught that what I'm saying to them 95 percent is of your home. Yeah is the star. I want to promote home that kind of a thing everything I mail out Like this is an example of a just listed postcard You know what I'm talking about my name is there So people are going to see that it's me reiki. Thanks. That's good. Thanks. Thanks. So they're going to see that it's me But they're not going to equate me With you know a realtor pretending to be on the phone or holding a dog or anything like that I want to kind of present myself That's a real classy. Yeah No, no, if that same thing does that it's just my thing right and then and it gives me something to talk about In an interview that's a little different than my competition Did you say that's a postcard you just showed us because it looked like a full like 10 page brochure No, it's well, that's a whole another conversation I don't even want to see the brochures, bro. That's a postcard This is this is a just listed postcard for me. So again I I elevate it now. I'm selling big expensive homes. So I get I'm not a discount realtor So I'm able I get I get very well compensated. I'm very grateful for to be compensated for the money that I So I look at it as an investment. So yeah, it opens up like that And then it poses up like that. Wow. I've just listed postcard So the way I look at everything and I even say it on my presentation I say mr. So I'm not I don't spend anything I invest everything I do is an investment to sell your own every piece of Tailor I send out every ad in every magazine. Everything I do is an investment. I invest in myself I don't buy stocks and bonds because I can't control the stock market But I can control My ability to sell your own. So I invest a lot of money time and energy to get that done I'm giving it right now. Ricky. I'm doing that man That's why I told everybody to stay because I knew all this stuff was somebody coming out and I noticed that on your instagram Um, you know, I've been following you forever, right? And um, I noticed that it's just pictures of houses I never see pictures of you Um on those on your post. So I thought that that's a cool little You know, I like now that I now that it's coming full circle And now I realize what your what your strategy is now I think back and I think wow That was actually your thing was to make it more about the houses than it is about you It's brilliant. Well, let's be real ricky. I have a face for radio. I don't have a face Uh, never done a selfie man. I'm 56 years old, you know, I got good hair. I'll give it back I do like that. I'm I'm very follically blessed ricky. My mom's 87 got great hair So I'm very lucky that way, but I'm not uh trying to create something. I'm not We sell real ricky. That's it most of us failed something else when in real like Listen, we're not uh school teachers when I say that real important things. We don't shape minds We're not doctors. We're not, you know, scientists. We sell real estate So I don't ever want to try to think that I'm anything uh, that I'm not which you know, I don't want to be anything I don't want to pretend like I'm something bigger than I'm not Yeah, I sell real estate and I do it well And uh, and I love the job. We all love it Right. Well, I hope we love we love the income of selling all which is I mean Yeah, even with even if it were even if it didn't pay you as much. I mean, it's really an incredible job I mean, it really is Um, so let's let's take it take it back just a second. Um in today's market You know, um where you have all this I mean back then when you started Direct mail like like that's how I did. I mean I I started in 02 And there was no social media or anything and it was phone calls emails and postcards for me Um, you know, what would you tell somebody in today's world though? Would it be the same thing direct mail as far as luxury goes right in today's world? Everything I do okay I'm gonna give a couple of my my things I don't mind because I I talk about this in my book So I don't even mind like sharing or anything like that and by the way before you do that guys listen if you're just tuning in Go to jordan cohen Dot com backslash book here the agent's edge Right secret strategies to win listings. He goes through his listing presentation in this book Make your fortune selling real estate and get this the forward is by None other than Sylvester Stallone. This is the real deal right here You can go to jordan cohen dot com backslash book and scroll down here. Click on the amazon link Matter of fact, I'll just do this right now. Who wants to buy who wants to pre-order a book with me right this second? Everybody go to jordan cohen dot com backslash book And click on the amazon link Right here It takes you to amazon to pre-order the book pre-order boom Bam I'm gonna give it some time to let it Do the thing so the order is placed guys. I can't wait to read this book Um, honestly I tore it out rakey. You know what what happened? I don't sound like car salesman or anything like that but I sold a home to an agent movie agent Awesome guy amazing guy like family like wow and I sold him I sold him a home then I sold his other home. He said and he goes man, you're really good at this jordan You're you're so good at this. You ought to write a book I go man. He goes you ever thought about that and I go I have but I don't know what to do right and and he goes can I connect you with one of our literary agents And he was with cAA right, which is creative artists agency So I said, yeah, you know, I got really excited man. Again. I just sell real estate, bro Like nothing. Yeah. Yeah. Yeah. I did this zoom with this literary agent named anthony And I and he signed he goes man, we would love to represent you and I said time out Are you telling me right now that like I have an agent like I have cAA and he goes absolutely I go fuck dude. I'm a win. I can't wait to tell my wife I'm gonna have fun. I just hurt, you know that this is this is a win I'll care if I get a book deal or not. This is a win But then the competitive juices in me started flowing Yeah, you write this treatment like a 25 page treatment of what the book would look like But I made the commitment and then he sends it out and I had multiple offers and I signed with Harper Collins leadership So the book is with Harper Collins. They published me and they Committed to me and signed me to this deal and once they did I said man, I'm gonna write a great book It's not gonna be a biography. I'm going to write a book on how to sell real estate I'm going to pour out all my shit man my my listing presentation. I think there's seven chapters on that I'm mixing a few good celebrity stories. I'm very grateful and humble that represented some some great people But it's not a celebrity's book or a celebrity at all by any means It's more by doing certain strategies that you can actually land somebody like that kind of how I landed them in that way And so that's what kind of started playing out with with that And I wrote a a book that I'm I'm so proud of man. I got it. Yeah, I think it's gonna Really help some people and and it was fun to do took over a year And and obviously pre or so now back to those competitive juices My goal now is to be a best-selling author. Yeah, the only way to get there is by pre-selling books, man Yeah, yeah, first week. So kind of doing that absolutely man But back to the question when you ask me so everything I send out On like a just sold or just listed. I came up with this phrase and I don't care if anybody else does it, right? Hopefully nobody in my farm does it because I would look cheesy because I've been sending the same shit out for 20 years But I literally say Serious about selling interview Jordan Cohen. You'll be glad you did So that is my thing on my just just interview me. I don't say list with jordan Yeah, or any that Corny shit that's been done, you know start packing if you have listed with jordan none of that stuff for me It's your interview interview interview me. Give me a chance And then I also always want to go first ricky. I never want to go last Right. I want to go first my goal is in every listing presentation To have a seller not only want me But feel like they need me and if I give a strong powerful presentation I want them to need me To accomplish the goal which is selling the home for the most amount of money at the end of the day And how am I going to get there? So my goal is to win that listing Right there so they cancel the other listings because that came about I used to I was trained Cancel the other listing appointments. You mean? Yeah, I want to be the first that they interviewed Yeah, yeah, when I started I went to somebody else's seminar. I haven't been to another seminar in 25 years That's a uh, that's a whole another story in itself But the first like series of seminars I went to they used to say always try to go last try to go last But then there would be a couple times where I didn't even get in the game ricky because the seller actually hired somebody that they already met With and didn't want to interview anymore. Yeah, so and nothing pisses me off more Then losing let alone not even getting enough to bat not even you know getting a not even getting on the field So I put try to push to be the first listing interview. Yeah No, that's amazing man. You shared so much incredible things. Uh so far Um, so I just want to before I move on to some celebrity stuff I I just want to bridge this gap though between like, you know When we started back in the day you started way earlier than I did a decade before I did um But you know with very old school, right and in today's world Right in today's world what what what when you look at, you know, the agents that are doing luxury now and all this stuff What would you tell an agent in today's market? You know, you came in and did direct mail You know, you didn't do you did direct mail open houses. It sounds like What would you tell an agent in today's market any different? Or or the same strategies I can only comment on what I do. So I don't really I'm not tech savvy, right? You know that because you know, I was struggling with this thing locked up Uh, I'm big into instagram. There's no no denying that, you know, I get I get so much business from instagram I can't even tell you like yeah, strategically. That's a whole another hour on just on how I built my instagram And how I use instagram how I use instagram for listing presentations How I use instagram to get more business. I do it all myself. That's a whole another game But for me, it's still about farming. I like to think i'm an expert in farming because I prove that to myself Yeah, my marketing areas to uh, have the largest share by a long shot So I I prove that to myself So it's hard for me to talk about I've never even been on zilla. I've never even been on redfin or any of that So it's hard for me to say hey buy zilla leads. God. I'm doing it. Yeah. Yeah. Yeah. Sure. That's great You know if I was a young man and just getting started I'd probably be tuning into your show every day and all these other people and trying to Learn as much as I can about getting one in front of people. But for me, it's it's still about geographical I don't do open houses anymore just because I don't think luxury sellers really want it So I have language to it's in my book on on how to win whether you do whether you do do open houses Or whether you don't do open houses. Just for me. I'd rather not sit there on a sunday for four hours You know, oh, yeah, absolutely Do you talk about instagram in the book? Yep So what I that's a great chapter rakey. So what I did for there I broke down the whole book I went to the bullpen and I actually brought in Matt Leigh Annetti and broke agent Eric sign and they actually helped me write so that chapter On how to dominate social media is the only chapter where I have somebody else helping So we actually together the three of us wrote that chapter on social media. That's great. Yeah. Yeah, it's great Wow, I mean that brings even more value into the book Yeah, yeah, those guys are great and they know more about it than me But for me, I talk more about how to present instagram as a marketing tool You know listing presentation I have language that I came up with on how to even though two realtors say we're gonna put your home on instagram I I like to think I have some really good language on explaining to a seller Why that works? Yeah that I came up with so Not just You know, we're going to use instagram but more so the nuts and bolts behind, you know the strategy Yeah, 100 so when you say farming before I move on right you're specifically only talking about direct mail You're not cold calling. You're not door knocking. You're not, you know network You're not doing any of this stuff. You just you're talking about direct mail. I just want to make that clear 100% yeah, very big pieces my goal and every piece that I send out is I don't want the first the first Let's say there's a spouse to just throw it in the trash. I want them to open it look at it See who sent it out and then show it to their spouse or their kids And by the way, I sell a lot of homes from that I like to say The job of a realtor is to cast a very wide net. How are we going to cast the net? We're going to cast a wide net through social media through internet. We're going to cast a wide net through Print marketing we're going to cast a wide net but sometimes You get your buyer if I just drop in the line in the water and the way that I drop that line in the water is Not mailing a postcard, but mailing out or brochure That's going to highlight the best features of your home and an easy to repassion with direct bullet points and epic photos shot at dusk versus day to get And because you never know somebody in our neighborhood or in your neighborhood As always said, I wish a single story would come about but they're not looking on zillow all day every day So sometimes as a real estate agent, we need to bring your home to people So i'm going to bring your home to people in a lot of different channels And one of them is an epic direct mailing campaign that I send out the past clients sports agents business managers Accounting firms that control other people just basically get as many people as possible to become aware of your home It's part of my listing presentation How many how many before we move on again? I just this is so interesting and I want everybody to understand How many pieces of mail do you send out and how often? I don't have a set schedule every listing. I get gets it just Okay The really special just solds get it just sold That's not as expensive as it just listed. It's a one card with one photo of the house. I'm not trying to pin the house anymore Yeah, trying to uh, get them to you know realize you sold something. Yep. I'm a big Well, here's a good thing to mail out. It's a little different. I came up with this I like to think I came up with this like 25 30 years ago. We're testimonials. So the way I looked at it is Nike pays Anthony Davis lots of money to wear nikes, right? They paid Kobe Bryant Excuse me lots of money to wear nikes I came up many years ago If I would sold a home for a record-breaking or whatever if I could come up with a cool testimonial like That says something like we interviewed three different realtors We chose Jordan because his marketing was exceptional We loved everything about him. He exceeded our expectations. We highly recommend Jordan For any of our neighbors or friends something like that I'm hoping that somebody Can read that go. I know that johnson's wow jordan's love look what the johnson's are saying about jordan And then they remember that and when they're ready to sell they call me So I'd like to talk on a bunch of testimonials whenever I can So you don't have a set like schedule with it. It's just when you get a new listing So when you get the new so well, then that it just brings more questions in so so you've got, huh? Unique pieces. Hey christie Can you grab me that instagram mailer? I think one's in madison's like I try to send out some unique pieces To this one's really bitching. I'm gonna I'm gonna show you right now. This one's pretty cool. Yeah Yeah Thank you so much christie. So this is I won a uh, I was the number three agent On social media from property spark. Okay. I got tagged on an instagram. I go man. That's a cool Thing for you up with something different. So I mailed this so I came up. Okay. I designed this Yeah, yeah, no picture of me except there. There's a picture because they put it And I wrote like a nice thing about social media and how important it is that I was number three in the hundred thing And then again dropped my line serious about selling I gotta assume no one's gotten something like that in the mail before And they may look at it and go, uh, that's kind of yeah Yeah, this was my one that just talked about my production from last year So I did this and I mailed this out. I won number one again I put a bunch of photos of the homes I sold and again ending it with my uh with my deal there That's the hell of a tagline man. Number one remix agent worldwide. Yeah, I like Ricky part of my listing presentation is I would say mr. Seller Are you aware of the fact that we're independent contractors? Which basically means we can work anywhere we want to when you're a successful real estate agent and you're a productive real estate agent We get recruited. We get amazing offers to go work wherever we want. Let me tell you why I chose remix And then I go into the benefits very slightly I'll even say don't hire me because of that because let's be honest Mr. Max isn't going to be showing your home if I was with cold banker Mr. Banker isn't the one that's going to be promoting your home showing your home overcoming objections and solving problems So hire the real estate agent. I came up with that language 32 years ago when I worked for a small independent broker And I figured I better come up with something to make people aware That we are independent contractors and I wanted them to know why I chose at the time Todd Seals. So that's one of my one of my languages there Yeah, so so again, I'm I'm still digging here that instagram. Let's just take that for example that miller Okay, how many did you send out? Do you know Is it is it is it 100 I think 15 how many 1500? Okay 1500. Okay. Okay Okay, and then and that 1500 does that include like your farming areas and then like you know pro athletes and the the uh, the uh, people that handle people's money Yes, that's just kind of like so it's kind of a mix of like this is my farming area like say 800 homes And then I got about 800 past clients. Is that something like that generally speaking? Yeah Got it. I think about a thousand would be in my area of north ranch lake sure would and then uh From time to time I mail into an area called hidden hills Gotcha and a couple communities of Calabasas. Okay Cool. So let's let's switch into how did you moving there doing direct mail getting high end luxury listings Which by the way when when when you went there to get these listings at you know, you sold that 1.55 and then you moved there Like once you got in there and started getting the listings How long did it take you to get a listing and from that point like what were the prices? Of of houses during that time like what what were you getting ready two million? You know one and a half three No at that time listen a million dollars was was big right so it was still like 600,000 maybe up to about three million dollars 25 years ago. Yeah, those three million dollar homes are now 10 million dollars So are you selling the same homes in the same subdivisions? Yeah, that's fun. Yeah I'm gonna walk into a home that that's allowed my eyes. So it's 20 years ago. Yeah Cool. I have I've really shitty You know, I forget the initials cdm or crm that CRM I'm terrible. I don't have any of that stuff. So I don't have a CRM Yeah, I'm terrible at falling up like that. So I hope that I do well enough that they call me down the road But I don't and if they live in my farm, they're gonna get my mail But you know, I don't have any of that, you know birthday cards or anything like that Yeah, yeah me neither me they're like when they're bought dogs birthday and stuff What's the biggest deal that you ever did 35 million 35 million? Was it a was it a full three percenter or was it a Do you get one two doing two on that one? Yeah Beautiful. So okay, you go there. You're right. You're doing your mailers. You're you're busting into the luxury um How did that transition into you representing some of the biggest Celebrities and professional athletes in the world Uh, well, I got my first athlete and then I I begged asked him to introduce me to his agent At the time who was a big agent and this was an l.a. Laker or No, he played for the 76ers. He's just about six years. Yeah And then his agent I started working real hard to establish a relationship Then he actually gave me uh a player that it was on the rookie contract Uh NBA player and I did a really good job for him and sold him a home that there was no commissions It was a brand new home in Puerto Rico and at that time they weren't paying cooperating brokers But I knew that was the I knew at the time that was the right house for him and his wife So I took them there. I did the entire deal and then the and he was with the pacers at the time Sacramento or the pacers and then his uh Then when we were sitting I went with them to sign his loan documents and the contracts and everything And he was a UCLA kid The point guard he was awesome. So I went I loved hanging out because I'm a UCLA fan. So then uh the salesperson said By the way, are you from you know, your realtor's not getting paid anything and he had no idea But you knew though beforehand, right? Yeah, you know, you're not getting paid And then I think he put two and two together that I didn't even show him that area Like in those days, there was no Internet ricky. There was no realtor.com. So buyers looked at what we showed them only we weren't even allowed To give the mls book to buyers at that time so In those days a buyer was um dependent on a real estate agent To show them homes because they had no access to seeing them otherwise unless it was an open house or drove around soft signs So when he found out that I went through all that to sell in the house He told the agent like what an amazing thing I did and then that led that agent to lead to a bunch of Ethic deals for me Right. So it doesn't up or so and then then you start getting him from player to player And establishing other relationships But it all started from two of my best friends named danon david pump who are very powerful in the basketball community That's how I got my first guy Okay, so you need that but you need you know, I was pretty happy to do that one You know introduction so the pump are still two of my best buddies and they uh, they hooked me up Wow, man. I bet they look back and say dang man. Number one remix agent in the world. We introduced you to your first You know pro athlete. They're probably thinking man so Okay, and then well, I mean just I mean we could sit here and talk all day about this but you know like What was it like to represent Sylvester I want to hear this story bro. I gotta hear this. Well, that was my uh, no one bigger to me rocky's my favorite All time. It's it. This is the top. Yeah, I uh It's when when I got a call from his business manager And I got a call and I kind of was expecting it to do a summer rental And then I I got the call and said i'm gonna connect you With sylvester schnoll. I was saying but I was coming off the 405 at van eyes I remember pulling over off the freeway and when I got on the phone Man ricky. I just went numb. Oh my gosh, man. I just like oh and then uh Well, it's funny the first time back in the video that he's as on my instagram You could see that he did a video with me. So we were prepared to show him The first time I was gonna meet him Uh, I I like to say I don't get star struck But I have before there's been a few times And that was a whole another level like I couldn't even imagine Yeah, I was on my way to meet him. I went to stop at starbucks and on my way to starbucks I was so sick that I started dry heaving and throwing up on the side of the freeway and getting dizzy I had a full blown panic attack. I literally put my tail between my legs and went home And I called his wife jennifer. I said, oh, I'm sick. I came out with some bullshit And then I handle the meeting I canceled the meeting Well, no, he went and then I had the listing agent do a courtesy showing but I couldn't meet him I was so Overwhelmed with nerves that I was going to meet my Childhood hero my hero. Yeah, man. Rambo rocky. Yes. No Highest point of the pyramid for that is him. Everybody else is below So yeah, I was I was pretty blown away Obviously, I overcame that because now we're friends and we do real estate deals and he wrote the forward to my book, which was Yeah, that's gotta be yeah, just mind blowing just yeah, I brought tears to my eyes. What he wrote was just Unbelievable. I watched the video of you two on instagram. How he, you know, everything he was saying about Better we wrote is even better. Yeah. Yeah. I'm looking forward to reading that Yeah, okay. So so you basically chickened out on the first time you were going to meet him And then he still wanted to do business with you Yep, and we still and then we've done that so you finally did so so tell me when you went and meet him the first time Like how did it go the first like when you finally went through it? Right. He's he's even cooler than you would think he's so down to earth and normal and his wife and his daughters are just amazing most Normal family like awesome people you could ever meet and hilarious all of like he every time I'm With him I laugh so hard like you literally get stomachaches. It's so funny. He's such a funny dude, man. Yeah So talented and yeah, so he he's uh, he's tough to top that Man, that's that's incredible man. Thank you for sharing that with us today. Yeah How many people do we have on this thing? I don't I can't I don't see We so we got so we're at 314 watching live right this second And we probably had I would say about 1500 come and go throughout the show It'll we'll get about 5000 views by the end of the week or so. So we got a big audience here guys Thank you for tuning in For tuning in it's a lot of fun. So I put a link in the bio for jordan's book here And you can go to jordan cohen.com back slash forward slash book to pre-order it Okay, but the jordan goes through all of his strategies It's it's literally called the agent's edge secret strategies to win listings And make a fortune selling real estate by by the way the number one remix agent in the entire globe You can go right here and pre-ordered. I just pre-ordered mine live. You guys are just tuning in So do us a favor guys and go pre-order this book. Um, it would mean a lot to jordan. It would mean a lot to me Um, and I think not only that but you're gonna get so much value out of that just like you did this interview so, um Humble and grateful for for anybody that would want to even read what I have to say But I'm very proud of it. I bought portal out there man. It's a good book. I'm excited about it Well, I think that um, this is probably the first encounter of people that follow me of you and You know not knowing anything about you except for maybe people know of you and that you're the number one Remakes agent in the world and stuff like that But I believe that now they've gotten to know you as a person a little bit And how humble and hard-working and gracious you are And I know I know I know you've got a lot more fans now um because of it and um I I appreciate you coming on and sharing some time with this man. It's it's it's an honor On the bottom of my heart man. Thank you bro. Yeah Just thanks for having me man. Very uh grateful. This is new to me doing this kind of stuff So it's uh, I get very nervous before you knew I was nervous. Yeah, but it went so smooth Can't believe it's already been an hour It goes by quick. Thank you. Yeah, absolutely guys. Thanks for tuning in. We'll see you guys on the next show Jordan hang out for a second when after I go go off air and we'll see you guys soon