 You will not make a million dollars off of the cold leads you got that year that you made the million bucks. You make a million off of who would make a lot of great content. Why am I spending all these thousands and doing all this marketing if in fact all of them? Ladies and gentlemen, make some noise for Ricky Garoo! He is an investor, a speaker and soon to be remembered in my opinion as a legend in the industry. The cool thing about what he was doing was he was documenting everything like he would post his calls, his work he was putting in, strategies, he was sharing everything. Make calls all morning, do a weekly email and make videos all afternoon. The whole premise of this industry is talking to people you do and don't know to help them buy a real estate. Like all the people that went through 2008 like myself, we wish we could go back to 2008. Oh my god, that was an amazing market in a retracted market. If your business explodes as the market re-expands, if it doesn't cash flow, do not buy it, then I may flip it really quickly. But I'm not going to hang on to something that I'm losing money on, but the 2,000 people that did watch it got so much out of it and brought so much value. We have a really special guest. I actually came across this individual, I don't even know if you know this Ricky, like I remember seeing you on a Gary Vee video or you documented going out to see Gary Vee. This, how long ago was that? That was a long time ago. Yeah, like three or four years ago. You're on mute. Can we hear you? Yeah, we can hear you now. You can hear me? Yep. I don't know what happened. Yeah, it was like three or four years ago. Yeah. So, you know, at that time I saw Ricky, you know, he's putting out the content, he's building his business and the cool thing about what he was doing was he was documenting everything. Like he would post his calls, his work he was putting in, the strategies. He was sharing everything for free. And then he was coaching agents. I think he still is coaching agents for free. So he's just putting out all this free value. And as a result, his brand continued to grow and grow and grow. And like, you know, obviously his, he has the credentials to back it up. He was the number one agent in the whole state where he works. And, you know, all that stuff was great. But then online, his brand just continued to grow and his presence within the real estate community continued to grow. I see him speaking at events now, his YouTube channel blew up, Instagram, all the social media, you know, all that kind of stuff. And so he built it from just sharing everything that he's doing. And it's incredible to see, you know, how it just worked out, putting out the free value. The whole Gary Vee, you know, model, it actually played out for you. And so thank you so much for being here. I really appreciate you taking the time, bro. Yeah, absolutely, man. My, my mic is like really low, huh? It's lower than mine. Yeah, bro. I don't know what happened. Let's see. Oh, that sounds better. Sounds good on my end. You can, yeah, it sounds better now. Yep. All right. So what I wanted to bring, yeah, I wanted to bring you on today, Ricky, was obviously, you know, if you could give people just, I gave you a little background there. If you could give people a quick background, most everybody on here is aware of you. There might be a few people who aren't. And then we can get into some of the topics I wanted to ask you about. No, happy, happy to, man. Good to be here. I, I've been doing real estate for since 2002. So 21 years now, mostly as an agent went through the crash and all that, you know, came back and crushed it. And I was just super focused on just making a million bucks a year. It's all I ever wanted. I grew up roofing houses with my dad, did a bunch of different jobs, went to four different colleges in two years, dropped out. And I just wanted to make a mill and it took me a while. 2017 was the first year I actually did that. I sold a hundred properties a year as an agent for eight years and arose a single agent. And then in 2017 ish, I wrote two books because I was like, man, the way that I built the business was weight is completely different than what coaches will coach you. So I thought I have something different to bring to the table and wrote two books and then started coaching agents for free. And, you know, it just took off. And here we are, I'm out of production right now. Although I actually love selling so much that I'm actually every day, I'm like, I could go back to selling and like sell a hundred million worth of real estate in the next 12 months by myself. I think about that all the time. When did you switch over, by the way, Ricky, from like, because I know you were doing the production. You'd kind of, well, that was one of the things that you prided yourself on for a long time was like, I'm actually doing the work. I'm doing the things I'm telling you guys about and I don't have a big team. I don't give out all my business. I do it myself. You know, remember, you talked about that for years. I think the biggest thing is whatever you guys are doing, whether it's investing, you're hustling, you're flipping, you're wholesaling, you're mortgage, you're an agent, whatever it is. Those are really, you're really grinding hard. And you will get to the point where you don't want to do this anymore. You're the entire the entire thing needs to be okay. I'm going to do this to get to this place where I can put myself in position to continue doing this if I want to, but I don't have to. And then eventually phase out of it. So I just feel like I'm following the natural progression. I did just complete focused on sales for 20 years and I was burned out. I mean, I did a hundred deals a year for eight years in a row by myself with an assistant. And I was just cringing every time a client called. And so that that's when you know it's time to do something different. Now I've been out of the game for a year and a half now, just purely making content, traveling, speaking, building other businesses, buying a lot of real estate, doing things like that. And that's been a lot of fun. I think I just needed a break. I literally teeter on should I go back into sales for a year and sell 100 million to show everybody how to do it and then step away again? I literally think about that every day. Just because the fact the love is so much, I could I could crush it and it would make a lot of great content because I was like you say, I was documenting everything. I was documenting my listing, my listing appointments, my calls, my cold call sessions, pro and I was showing properties. I was documenting every little thing. So and what's really funny is I never used social media to build my real estate business. I used it just to build my coaching business. I was documenting to build an audience of agents to build a coaching business versus using it to find buyers and sellers. You know, it's interesting. So yeah, it's been about a year and a half since I stepped out and I think about it every day. Yeah. No, I love that. And it's kind of like, you know, a lot of people will say, well, you know, you did this during the boom years. But even prior to that, like you said, you did it for eight years where you were selling 100 homes a year, making that income target. It was the first year I did 100 deals, 14 or 14 to 21. So it was and I was comfortable there. I always had about 25 ish or so listings and about 15 or so pending deals at any given time. And that was like a really easy pace that I could keep. You know, anything. There was a point I had like 38 properties under contract that was pushing it. That was getting a little bit out of control, but there's a breaking point for everybody. You got it. So how did you and and then how did you transition out of that? You know, from obviously you built maybe you could talk about this real quick on your tactics strategy, and then we could get into how the transition occurred. But like, how did you, you know, build the business? Because obviously you talked about we're all digital marketers here. We want to get better digital, but that wasn't your strategy. Your strategy was very traditional. And I'd be email was a big component, email newsletters, correct? Well, email was my digital, right? Yeah, I look at that as a social media platform. It's a place where I post original, consistent content for my followers. You know, I mean, it's the same thing as social. You build a following, you post something in a certain amount of people see it that's within that following per se. So the same thing that was my social media. And if you think about it like that, hell, I was on social. I was like one of the first ones on social. What do you think about it like that? Because I started doing these newsletters back in 2007 every Wednesday and literally is what blew me up. And when I got to where I was selling 100 properties a year, I really wasn't prospecting too much anymore. The audience I built up with the email was just residual business every day. And that's really the secret behind it. So what I did, I did handwritten letters and some postcards. I did I called every property owner I could. I did the weekly email. That's all I did. I didn't do expires or social media, Zillow for sell by owners. I didn't do any of that stuff. Open houses, client appreciation parties, door knocking. I didn't do any of that. I literally just picked out a subdivision, called them, introduced myself. Tell them I'm here to help you. You want to do something? No, cool, help you when you want to. Let me stay in touch weekly email. But you would when you would call these people tactic, you know, you would say they don't need you. I know I'm going to go ahead and add you to the email list. So what was that? Because I didn't really built it out. I would never use the word email list because they're just like hell no. They they get like 15 emails from, you know, shitty ass agents every day. The secret behind it is when you got I don't know how many people are real estate agents mortgage. I don't know who it's 5050. It's half mortgage, half real estate somewhere on the thing is, is that it's astounding the amount of agents that spend thousands of dollars to not call people so they don't have to call people just to turn around and call those leads that they paid thousands of bucks for. Right. It's scary. And so you have to understand it all comes back to the same activity, talking to people. OK, so so when you start breaking this down in your mind, you start to realize that, wait a minute, why am I spending all these thousands and doing all this marketing? If, in fact, all of that is just to lead right back to a conversation. We're right back to square one. I just have a conversation with people for literally a penny or two. When you when you crack that code, it's a hat. When you when you when you crack that code and you realize that everybody's the same like all the leads are the same people, right? It back in two thousand twenty one agents bought two hundred million leads. There's three hundred fifty million people in the US, whatever, right? You take out babies and teenagers, you got about two hundred million people left. All right. You know, round numbers speaking, they literally sold you every single person in the U.S. I mean, that's what it is. There were six million transactions. Two hundred million leads were bought by agents. So when you when you start breaking all this down, you start to think like the leads that you buy, they're supposedly these hot leads. They're just the same people you could have called for a penny. And you haven't said you could have the same exact conversation. Like I would never tell anybody to do this, but you could literally call property owners and just pretend like they're a zilla lead. You could say, hey, I saw that you were online looking at these houses here recently. I was just going to follow up with that and see if there's anything you could do to help you, right? They'd be like, oh, yeah, I don't know how you knew that. But, you know, what are the chances that a property owner was looking online at some properties in the last one, two, three, four, five, six, eight months, right? You're probably on your way fucking a hundred percent. Yeah. So I mean, it's it's absurd. The the the the links that agents go to try to get around just talking to someone to just turn right around and talk to someone. It's insane. So what is that? Is that called reluctance? So what do you think it is? Yeah, I think it's just I don't know because they they end up calling the same person. But they just have been a bunch of money, time and energy to get there. And what I'm saying is you can literally just. OK, when you think about social media, this is what I think everyone should do. OK, make calls all morning, do a weekly email and do make videos all afternoon and get really good at social media. That's it. Done. End of story. Weekly email, calls all morning, social media all afternoon. Well, I don't want to make call calls. We'll call fucking people that you got off social media. I don't care who you call. But if you're not talking to someone, you're not going to do any deals. I mean, the whole the whole premise of this industry is talking to people you do and don't know to help them buy and sell real estate. If you're not going to talk to people you do and don't know to help them buy and sell real estate, then you're not going to do any deals. It's really, really, really, really simple when you break it all down. And so why people don't. And so when I realized that I was like, give me just give me a list of every single person in the market that owns property. And let me just go because the only thing between you guys in a million years is thousands of one-on-one conversations. And what you're doing is you're you're dragging this out over the course of like decades or even your whole life. You never even get there. You die make you die still selling because you just drug it out so long. On the other hand, I'm quite the opposite. Let me just make the thousands of calls over the next, say, three years get to the million as quick as I can. And then I'm done because once you build it, you don't have to make any more calls. Um, you know, because people just call you. So I don't know, man, I feel like I. Most of the time when I speak, I feel like I'm just talking to the top one percent of people who actually want to do something. And, you know, and for the people who really that and I'm not picking on you, everybody does it differently. I know people that do a million bucks a year off as ill leads and door knocking and, you know, Facebook and all every like, you know, name the weirdest thing you've ever heard of and when it comes to lead, Jen, like I know people make a million bucks a year off whatever the weirdest thing you've ever heard of that every single thing works. But but I'm just trying to make a point that whatever your thing is, it all comes back to talking to people. No matter how you slice and dice it, you got you got to talk to them or there's not going to be a next step. This is it's the reason why I just I just fell to believe and I'll go on record and say I could care less if I replace as real estate agents, but I just fell to believe it because I mean, maybe there's something I don't know. Maybe there's AI that. You know, ends up thinking for itself, like in a whole different capacity where it actually makes decisions based on the future, not the past or. Um, some some weird stuff we've never thought of. But if that's the case, you have to realize that it's not just real estate agents. It's going to take out every single industry. And so I'm just falling back on 95 percent of the stuff you worry about never happens and the five percent that does, you can deal with it when it happens. Is that your is that kind of like your your thing with the you know, I'd like to get we have questions from the group as well. But I want to get into like your outlook for the market because I know you talk a lot about this online, you talk to agents all the time about this, what's your outlook on the market where we're at right now? Because we're at a, you know, a multi decade low in terms of number of transactions that are happening nationally right this year. Yeah. And what do you see in the future there? And then also, what do you think about this, the recent, you know, commission case and all that stuff and how it's going to affect long term. So the first the market we're this is 2008 right now. We're not going to see prices go down. We could see correct a little if interest if mortgage rates went to 15 percent. We'd see a big price correction. So it's all kind of dependent on interest rates mortgage rates primarily. So it's hard to really predict what what they're going to do. You would think that they're kind of done raising them. They might raise it another time or two. Inflation is getting where it needs to be. And then we'll just kind of be on this, you know, the long tail of a little bit higher rates for a while. I think what that equals in that scenario is this kind of flat prices. We saw a couple predictions of like, you know, three to five percent appreciation next year. I think that's pretty that's what I think. I think it's going to be up, but not up by whole lot, which is great. Because we're basically at all time highs. I mean, even if we get into the five percent appreciation next year, I think we're still lower than the peak, which was. Um, March, 2022 or March, April, May of 2022. Um, but I don't think we're going to see any huge crash. And I mean, man, you've got the YouTubers and all the people that say it's going to crash worse in 2008 is going to drop 30% and all this and 40% and all this stuff. I mean, they said it, they said it every year. And, you know, every year I say, no, it's not. And here's why. Um, it's always a new excuse of why it's going to crash. Every fall, the market gets soft. Every fall and winter, the market gets soft. Even in 2021, the year of the boom prices soften on a, on a national medium basis that went from like 343 to 337 in the, in that crazy boon year. It's still soften on a medium, you know, basis. Um, no, we're, we're good, man. Like you guys got to realize that this is your 2008 and like all the people that went through 2008, like myself, we wish you, we could go back to 2008. It's like, man, if we could go back to 2008, think about what we could do with that because we look back and realize how massive of an opportunity that was cause we were actually there. People did that didn't go through it. You can look at the data during the time and go and knowing what you know now where the markets went, you look at that and you think, oh my God, that was an amazing market. Cause you think price is 50% less. How easy is that to sell? How great of a deal and opportunity is that? Um, it's clients are coming out. I literally had clients coming out to woodworks to buy properties at half off. It was amazing. It was the best time to be in the business. Um, and they got really good deals and made a lot of money when they flip those properties four years later and re-bought with me and referred 10 people to me. That's literally how I got to 100 deals a year was in 2008 representing people who bought half price properties and sold them in three years upgraded to something nicer, refer 10 people to me. That's it. It turns into a snowball and the whole, the whole, the whole, the basis of the entire, your entire operation needs to be, how do I make lifelong friends with these people? Um, you know, how do I lock these people there like their family? That's the only way to really get to 100 deals or a million bucks a year. You're not going to do it from coldly. You will not make a million dollars off of the cold leads you got that year that you made the million bucks. You make a million off of the three years priors. Cold leads that turn into warmer leads over time that, that compounded into this snowball of this massive database of people that love you. That's how you get there. It's a compounding of your database over time. You're not going to, yeah. And what's crazy, what's crazy is, um, you know, like this group, just so you did give me the context, Ricky, this group is that 1% you talked about the action takers who are at the top of, you know, their companies and putting out, you know, doing the work, you know, there's several seven figure earners here already. A lot of people trying to get there as well. But the thing I noticed is what happens during, you know, a downturn is like, you know, people's obviously it's 2020 is always easy, you know, in hindsight, it's easy to say, but like when you're in it, it gets, it is, you know, it feels like there's a lot of shit coming at us, you know. And so it's like, you got to get over that mindset, you know, 2008 when you were in it, it's, it felt horrible and it felt like it was never going to end, right. But looking back, um, you're like, man, that was actually a really good market. Same thing now. You got a lot of crybabies out there right now and they don't realize how great of a market this is. Like this is their moment to expand their footprint in their market digitally on social through phone calls, through weekly emails. Like this, this is like the greatest moment you're going to see for the next decade or so. This is the low of the cycle and not only the low of the decade cycle that hits every 10 years, this is the low of the yearly cycle at the lowest part point of the 10 year cycle. Do you understand what I'm saying? You've got, you got these decade cycles that happened. 2008 was the last low, right? This is the new, this is, this is same amount of transactions. And then every winter, the market slows down. So when the market retracts and you expand your footprint when in a retracted market, your business explodes as the market re-expands. Okay. You got to realize that right now. See, this opportunity will be gone in say three or four months because the market will be re-expanding by then and you kind of miss the boat on expanding your footprint in your market. Right now is the moment you've got to go, you've got to go even harder now than you would like January 1st. Like happy new year. I'm excited. Like you should be going harder now than you are then. Right. Just based on the, the just sheer opportunity that's right in front of you. Yeah. And Sean, a hundred percent of you, Ricky, Sean, you had a question. Go ahead. Hey, Ricky, I appreciate you showing up. I've been a huge fan of yours for a while. Question. I'm getting more clients coming to me from my, my database now just yesterday where they're like, Hey, I owe 150 on my house. I'm three months behind on my payment. I pull up comps to places worth 350, 400, but the rates on investment property are higher. Like, is there opportunity there? If you were in our shoes, like as a buyer, do buy down. Yeah, I can buy it down, but you're looking at investment property loans have four or five points on them right now. But my question would be, is like, is that opportunity? Would you, if you were in a lender, would you be trying to grab some of those properties and bail out some of your clients? Like buy them? Yeah. And then stick a renter at them for a year or two until the market appreciates. Yeah. Absolutely. I would, if I could. That's what I'm doing. I'm buying properties left and right. It's just they're not cash flowing because if you're at seven and a half. You don't have to buy it. Okay. So even just like maybe buy something that doesn't cash flow. Future appreciation and tax-to-dote. No, no, I don't know what the market's going to do. Okay. That's it. Like you, let me go on the whole every month to see if this thing goes up in value. Horrible business plan. Okay. If it doesn't cash flow, do not buy it. If you're not making money on a day one, don't buy unless you're going to build something. Unless you're building it, don't buy it if it doesn't cash flow. It's not a good deal. Let's get it. But if you buy it and it makes more money every month than it, than it costs you, then you buy it. Would I help maybe wholesale it? I mean, if the properties aren't moving, if there's 200 grand in equity in it. What's your other option to represent them on a, you're a mortgage guy? I'm a mortgage guy. I could refer them to one of my agents and try to help sell it. Uh-huh. But I don't know. It depends on the property. I don't know what the opportunity is, man. If you're telling me that it doesn't cash flow at the price that you're going to buy it at, then how the hell are you going to sell it, the wholesale it to somebody at a higher price, make a profit, and then them make sense out of it? Good point. Got a cash flow for them, too. Okay. Right? Unless they're a s**t. And I don't want to take advantage of s**t. No, no, no. Well, what's interesting, too, is like on a primary purchase, you'll find that people just want the house. They're okay. They're not looking for them at the stand. Like the, you know, they're not an investor and they are the end user. That's different. Yeah. How many end use, I mean, you know, I mean, that'd be like a f**king shark biting you twice on the same day to find the perfect retail person to get you a profit, let you mortgage it. Like, you know what I mean? It could happen. But then where are we, what are we looking like on the seller who, who's sitting there pending with you, hoping you pull a rabbit out of your ass? You know what I mean? I was just thinking, you know, if you can grab the property, you know, you're putting money in your, in my client's pocket, she's walking away with $150 grand, but if the market is going to go up like we all think it's going to, I think it is. Right. But we can't buy a property that, that doesn't cash flow, period. Okay. From an investment standpoint, yeah. That's what I agree to hear. I'm not. Maybe you got a point of view on this. You asked me the question, so I'm going to answer it. I'm not going to buy a property that doesn't cash flow. I don't care what I think it's going to do. I mean, if it's worth more money than what I'm buying it for, and I can flip that property, and I know 100%, and it doesn't cash flow, then I may flip it really quickly. But I'm not going to hang on to something that's, that I'm losing money on. So Ricky, and Sean, this is important too, is like a lot of the cash flowing, there's too many cash flowing opportunities out there to own something that loses money every month. The other thing I noticed too is people are doing, they're doing subject to a lot, you know, with what Pace Morby teaches and things like that. Finding these properties, they could buy under market value, but also taking over a lower rate loan so that you could cash from. You're going, okay, now that you're bringing that up, what are you guys as thoughts on that, because, and I think Pace even said, I've heard that Pace has even said that like he had the bank, you know, like call the loan on a couple of those. I don't like that. Well, Pace has talked to our group and he's talked about, you know, this happens so rarely. The bank's goal is not necessarily to call a note due and full, they just want you to keep making your payments. That's their goal, is not to talk to people and collect the payment. So we haven't, you know, in that community, there's a few of the members in the group who are more in-depth into that community. And I think it just depends on what your risk tolerance is. Yeah. If you, if you're, you know, if you, if you sleep like a baby at night under those circumstances, awesome, you know. So what are you looking at right now, as far as like, you know, two, two, two things we want to get into. And if anybody else has a question, you know, go ahead and you can come off me, we can, you can ask Ricky for sure. But I wanted to, I know one of the guys in the group is having a podcast with you tomorrow. Kenny, you're here, he's doing a podcast with you tomorrow, which is awesome. But one of the things that's come up a lot, Ricky is like, you know, you're the media strategy, you know, as far as like, okay, you talked about, this is actually a great question. Somebody wrote this earlier is like, if you were coming back into sales right now in the current market cycle, which you know, there's a great opportunity, how would you structure your business? Is it that formula you just talked about as far as like making the calls, putting out the videos? This is your whole team structure in terms of like media and calls? I mean, I would like tactically, yeah, how would you do that? Okay, kind of what I was trying to get at earlier on this is that when you, when you, let me go a little deeper here, when you crack that code, when it comes to lead gen and you realize, well, all this stuff doesn't matter, it comes back to conversations anyway. I could just talk to people and I could literally have the same conversations I was having the leads, I bought for a thousand bucks a piece or 35% or whatever it is and have the same conversations with even higher quality leads because I actually picked out the exact person I wanted to talk to. When you get to that place where you can literally talk to anyone and make them feel like family and you get so good at just creating demand out of thin air and like just creating just business out of nothing because you understand what questions to ask, you understand what you're looking for, you understand like how to read between the lines when you're talking to your clients and everything, like you can see, you can, as they're talking to me on the phone, I'm visualizing how the whole deal was playing out versus like a newer agent or inexperienced or doesn't understand what I'm saying, they'll have the same conversation and walk away with something completely different that doesn't involve doing a deal versus I've already kind of mapped out exactly how to convert, close and move on to referrals and stuff, so for me personally I could just walk into the office and just get on the phone and make calls, that's all I would do all day long and just put deal after deal after deal together, that's all I would do, even if I was starting like fresh, brand new database like cold, that's all I would do because for me, real estate is one of those businesses that it all comes back to that anyway, so if I'm not make content, if I'm not make media, that's kind of taken away from the conversations that I could be having to go do deals, this is Ricky like beast mode talking, right, what I tell general public is make your calls all morning and do video all afternoon, get really good at understanding the algorithm and getting better on camera or writing or whatever your thing is on social, get really good at it so that you can build that audience and build that, what have you noticed for you putting out content every day, what videos are working the best for you, I see you do a lot of green screen videos, I just hit a hundred thousand on YouTube and I've been doing it for seven years and it grew a lot in the beginning when I was documenting and doing a bunch of live calls and then it kind of leveled out for a while, it just slow growth and then here lately and in the last say 60 days, I think I finally figured out what I should be doing on YouTube after 2,000 videos and seven years and a hundred thousand subs, I honestly feel like I just now understand a little bit about what I should be doing on YouTube, that's how long this stuff takes, people do videos for like months and months or you know a year or whatever and they're like oh nothing's happening or this that or the other, it's like you hadn't even really got, you hadn't, you barely got started trying to learn how to grow on social, Instagram is really like, I mean there's days where I had a thousand new followers a day, with Instagram, I'm just mixing it up so like I used to do just coaching like reels right where it was just like great like podcast clips and like coaching advice and they never really hit, I'd have something to hit every once in a while but like I would do like four of those a day, you know for like a year and you know it'd be like a hundred likes, 200, 300, you know every once in a while like something like five or 600 or whatever and but I was doing that constantly thinking okay it would just keep doing it, it'll grow, stuff like that and but like as the things developed and I just got better and better and learn more things, what I learned is is that mixing it up is really key like so now when you look at my Instagram I've got the green screens that go like viral like there's some of those with several million views and like every one of those gets over 100,000 views and you know most of the time like two, three hundred thousand views so it's your reaction to the news yeah those really hit and so when I realized those really hit I'm like okay let me do this consistently until they don't really hit well they always hit why because it's like breaking news and that's what really hits on social is like breaking news and people want to know what your opinions are okay so pay attention to what I'm saying here this is this is gold your opinions on what's breaking and whatever your niche is is what's going to do the best on social okay but that doesn't mean to only do that type of content either if you'll notice I still do the coaching reels that literally like I'll have a green screen real that'll get like four thousand likes and like you know three thousand comments or some shit and right next to it will be a coaching reel that's like gold advice like gold and it's like a hundred and fifty two hundred fifty three hundred fifty likes with like nineteen thousand views or something like that but it's like okay well Ricky well why do you do that well it's because mixing it up in there doesn't hurt the green screen like because I put the coaching reel in there that I know when I post it is not going to do great I know it but it's such good information and the people that do see it love it but it doesn't like hit it doesn't go crazy that video being posted that has low engagement doesn't hurt my green screens that go viral right and then if you look at the twitter quote picks that I do those hit those are always a thousand to three thousand likes every time so and then I'm going back to my old reels and trying to pick out some some of my favorites from like last year in the year before and stuff most of them suck most of them suck well what I love is like you just you just try new things and then stick with it and it's and it's not production value it's just you sharing your opinion and so what's interesting what's really important guys what what Ricky just said is like not every video is meant there's a different purpose for every video some videos are meant to to do better than others there's actually sometimes you could think about it this way some of the videos that didn't perform in terms of reach performed in other ways that are even more valuable to your business so think about like that tandem thing it doesn't the having the the low engagement one doesn't mess up your other one so that's I'm glad you brought that up because that's super important thing on youtube like I'm posting videos when I do a coaching session like I'll put this on youtube I'll put this session that we're doing right now on youtube it'll be nicely produced it'll be beautiful it'll be awesome it'll be great content it's gold but guess what it'll be get like 2000 views when other videos are getting like 30 000 views and I know it when I posted it's not going to get that much but the 2000 people that did watch it got so much out of it it brought so much value and then the ones that go viral it brings in new audiences right that come in and then watch your lower engagement videos that bring a lot of value and it's just it's just kind of this no yeah I got a and I got a question on the youtube thing and then I wanted to ask you about something for the mortgage group as well as like on the youtube strategy in terms of thumbnails the technical side like editing thumbnails how what's your structure like you shoot the videos once a week and then no outsource that to to a team the coaching videos like this one will probably hit in like two three weeks so the the the little sessions I do like this where I'm just documenting a like a call um or like interviews that I'll do like I just interviewed Jeff Olson the the author of the slide edge amazing interview um I'll get those I'll edit those out but the breaking news this and this kind of goes to what I'm saying with Instagram the breaking news videos literally I film and edit those myself and post them that day because it's break like it has to be posted immediately otherwise tomorrow it's old news so the so there's evergreen content that I try to create like a title and a thumbnail that will live forever where people in like three years are like oh I want to like learn how to sell 100 properties a year as a real estate agent I'm going to click that's people can click on that for like 10 20 30 40 years from now versus you know the verdict is out on the trial people aren't going to watch that you know in a month you know it's going to be old news and so you've got this library of evergreen content that's needed that does not pop when you put it out there but it lives forever okay and then you've got the breaking news content on YouTube that hits really hard the first week and then dies yep right so but you need both you you've got to have both for your channel to to to really you know grow and produce views and revenue and everything you know it's it's kind of like the stair it's kind of like the the stair step uh the wave uh where every new high every high is a new high and every low is not as low as the loud it's not a new let's it it's going in a direction that's upward because you're mixing in the the breaking news type videos with the evergreen videos you got to have both and and and again just like instagram i was doing the coaching reels four times a day and i wasn't really growing on instagram i wasn't really getting much same thing on youtube i was just doing evergreen coaching content every day for years and it never really did pop off until i started to mix in these breaking news type so i want to challenge everybody on the call today like that might be your biggest takeaway so far is like look after this call i'm going to commit i love making commit to other people because then you have to do it otherwise you're letting other people down so i'm going to post a green screen just really quick there's so much news out there right now that you can react to and i'm going to do it so if anybody else is with me on this let me know in the chat would love to like get a few more of you guys doing this and posting it today because it doesn't have to go to an editor like and if you can need help on how to do it we have a tutorial i can show you guys technically how to do it most of you already know how to do this because i've seen you do it but if you don't know we can show you so i would challenge anybody i got danielle we got kenny we got liz shon kaplan amando um but while while i'm thinking about it you guys know how in the beginning of my real a lot of most of my reels i'm like oh like that yeah so like a lot of people are not a lot of people most people love it they think it's hilarious but but some people kind of talk smack like oh that's annoying this or that and what they don't get is how intentional it is it's not to try to be funny it's not to well i mean it is it is to try to be funny but it's not only to try to be a little entertaining understand this like this is how this is the depths that i go when it comes to being being tactical about creating right when somebody flips to one of my green screens there's obviously going to be a a title to an article right okay so think about this if you flip to it and i'm just talking immediately what do you have to do now you have to listen to what i'm saying and read the headline at the same time and now you're just like your brain is like exploding you don't know how to like do both so you don't know you don't know what i'm talking about what i'm giving context on right immediately and that and by the time you do i've already kind of went through the context you see i'm saying so the ooh gives my gives my audience a chance to read the headline okay and like process what what i'm fixing to give context on before i start talking even context on it see what i'm saying yeah this happened to me by accident ricky so i had this thing it said two weeks ago rates at eight percent what was the opportunity so i had the in the background and i said holy shit guys so was it was kind of a drawn-out like thing that you're doing where i wasn't really talking it was just pointing to the headline and then started giving my reaction just i just i didn't realize that that's uh what i was doing but it's by accident and so that's a good i think that's super important because uh trev talks about the slot we we have a content group and we talk about like sometimes if it's confusing in terms of where your eyes are in terms of reading plus listening if it's contradictory it just people just scroll past you because they just can't you know can't process it and also the placement of where the actual words of the the headline is it cracks me up dude when people's heads are like in front of it you can't even read it or if it's way up high where their name is and stuff and you can't like you have to look through their name to get to it it it cracks me up because it's like do you even like pay attention to like where the words need to be on the screen and stuff yeah well it's just an experience or feel worse one bro the worst one is when you're flipping through and you see a real estate agent and they're immediately like hi my name is you know whoever at whatever realistic like and they just like they say their name and stuff first hi who they are and stuff in the first like four seconds like people are scrolling right past that dude like i can see your name it's right there at the top tell me what you want to like you you better hook me in right now you only have like one second literally less than a second to really get somebody's attention um your name like you're you're basically putting the hook in the beginning like that should be at the end like who you are what you're doing how to get in touch all that good stuff so one thing i want to shift in really quick gears i want to ask for the lenders here like you know obviously all of us are getting value from from the strategy on media and building business but from a lender specific strategy providing value to you as a real estate agent over the years doing this much transactions i'm sure you worked with lenders or you had i'm sure lenders hit you up all the time what would you what's your advice to that half the group right now who are you know top producing lenders but want to take their business to the next level want to help their teams grow like how should they be thinking about the business in terms of providing value to real to realtors uh i think it's a personality thing honestly um like who you who you click with um a lot of lenders and stuff have come at me but the relationship i have with my guy is so strong that i'm not going anywhere um so as a in the mortgage business you kind of have to think about a couple different strategies here right new agents are is a really good market that's one sector is new agents because they have it they may or may not have found their guy yet that they're gonna that's gonna carry them through their career right most agents lock into a lender or mortgage person you know at some point in their career that just it does them right on the money you know doesn't let the clients down it's always a smooth transaction everything always goes great and that's who they lock into and they won't use anybody else for the most part right um so new agents are great now new agents will quit the business so you have to go through a lot of them to get to the ones that actually succeed and then the ones that actually you know lock into you for their career but man that those because all you really need i mean how many agents do you think you guys need right i mean you need probably well these days the number's gone up because the agents are working with multiple people sometimes or they just don't have as many clients to refer to you you know so right like you know 10 to 20 you know agents you know 10 to 20 30 something like that that you're really working hard you have a great relationship with they send you referrals you know you got a big business right there with just the referral side from agents and then you've got your consumer business right over here um as far as like the value to bring to agents it's literally just doing what the fuck you said you're gonna do that's it and like when a when a when a client when you get a client um you know if there's a problem tell me you know tell me right now what my guy he i'll send him somebody and he'll run all their stuff and he'll call him and he'll be like this is good this is a slam dunk and it always is when he says that it always closes it's never not closed um and then he uh and that if there's like a little he's like well we have this one little hurdle right i have to get over this one little hurdle right here it should be fine i'll keep you informed about it right in the beginning of my career there were lenders that literally had hurdles they didn't tell me about until the deal fell apart because of the hurdle and it's like man if you would have told me about this earlier i could have made some adjustments in the deal and we could have you know but now we're two weeks from closing and now you can't do it and now we're screwed you know what i mean this is the uh this was the number one thing serran told us to we had uh ryan serran and a group and he was telling us the same thing as far as like that's his first thing first and foremost responsiveness and communication and then from there it goes from there so we just noticed that like there you know a lot of agents are getting hit up from different from all these different lenders and things like this and we're we're just doing things to cut through the noise you know in terms of providing value because everybody uh in this group is at that level in terms of communication and responsiveness but it's just a matter of like there's a lot of people saying that to the agent you know like i'm responsive i'm good i'm you know i do what i say i'm gonna do that's i mean there's a difference in saying it and doing it right that's what i say do what you say you're gonna do i mean if if you if you approach an agent they have a lender and you're like listen give me a shot if something happens with the lender or whatever i'd love to have an opportunity to show you what i got and they give you that opportunity you better go all out i mean because it's it's a little different than real estate agents when i'm talking to a client as an agent yes that's that's multiple deals later right that they're gonna do they're gonna sell that house later they're gonna refer me people that's like 10 to 20 deals over the next you know 15 years sure but with uh with a mortgage person this agent could be worth like 10 deals a year right i mean this is a totally different ball game when you when you talk when you talk about referrals like this is a totally different ball game you need to be going all out and not drop the ball on anything be total totally transparent love that and uh real quick on the emails because i know emails been a huge part of your growth in terms of uh reaching out you know keeping communicating with people digitally so somebody shared in the chat guys one of ricky's recent emails or its team's emails so you can check it out but it's my emails i write them i write them every week so what awesome okay so when you write this out is this the same strategy the one that shared is basically the stats on what's going on in the market recent data and let me know if you're if you need help if i can help in any way pretty much um let me give you this this is a better link to this get this is a year's worth of my emails and i also have a four week email template system so week one stats of the month week two restaurant of the month week three deal of the month week four uh news of the month so just take the four week template repeat it every month and just insert stuff about your local market not national not how to cook shrimp atoufe not fucking how to what color to paint your walls in the fall 10 buyer tips to win more multiple offers uh garbage no they want they don't they want local real like stats right and information um and then they want your two cents on it all that's what that's what makes it that the the what i was saying was social how the breaking news type content is what is what works the best and then you sprinkle in all the other value add type content that doesn't do as well same thing here what really works is your opinions on what's happening locally here's the market stats here's the price for square foot compared to last year here's here's every listing in the market here's everything pending here's my two cents on it right i showed three buyers last week here's what they said when you start giving people inside information based on your experience because you're inside the business they're like they feel like they have this like this inner channel into the market through you that they don't get anywhere else most people are just sending them service level um generic bullshit automated they have companies doing it forum and it's like the most horrible horrible marketing you've ever seen um okay if if this hurts anybody's feelings i don't really care if you're not doing your own emails and giving your opinions on what's happening you're letting another company do it for you then you s*** right now i'm not saying you s*** i'm saying you s*** right now right get off your ass and start doing your own emails because this is your direct line of communication to your clients that they're gonna pick you to be their agent because of and you're gonna you're gonna just throw that away and give it to somebody else's hands dude they want to get to know you through your through your content if you're just sending generic content then they're not getting to know you they're just you're you're they're getting to know another agent who's doing it and they're going to use that agent see i want you to be that agent or that mortgage person that they're actually picking over all the other generic robots right hundred percent man like it's uh it's the going from generic to specific this will be noticed as working in content as well is just being like specific like here's how i'm doing this here's on my i'm helping my clients do this rather than just the general stuff so yeah you can use a chance that he uses chat i don't know if you use chat tbt or ai tools to like your emails it's just the same formula okay so guys he's ricky just so kind to share his uh templates and all that stuff there's a link in the chat make sure you grab that because it's uh it's something that is repeatable and what i love about what ricky says you know some some people probably like man i love ricky's delivery i love this i know you guys are let me know the chat somebody else probably thinking well dude this dude's a little harsh what i'm telling you is ricky always tells it like it is you know it's very it's not complex it's very simple like he's telling you the simple ways to do this it's not complicated he doesn't have a big team doing all these different things it's like hey what's your systems and processes and team structure for this well i sit down at the computer once a week and i type it out and you're like holy s**t i didn't really like it's it sometimes messes people up like i didn't think it was that simple well it is that simple 15 minutes a week it goes out to 19,000 people 7,500 open it up every week and we sell two properties a week in this market as well too right it's been a little slower this year it's been a little slower um and i'm out of production so my dad handles the day-to-day with listings and sales and uh you know i mean like just straight up he's not the hustler that i was when i was just full-blown of course you know he's older and and everything i don't expect him to go out and like blaze but um that's another thing i'm like man like let me get back in the game for a second man i'm almost like you know shaking over here i'm ready to i'm like jones gonna get on the phone but if i do i'm like mike tyson once i start working out i'm gonna be i'm gonna i'm gonna go for it so i don't know if i want to cross that line or not because that's like unleashing the beast well dude i love the uh intensity and and uh being just sharing your the truth you know that's the part i think that really cuts through the noise and not really worrying about you know like a lot of people talk shit about your stick on how you're getting you know where you start your video with the same thing but you can't argue with the result you know what i mean like people are watching the video as an option the bigger you get the more haters you're gonna have um you know i've got plenty not as many as some proportionally the same as probably anybody else um yeah it's fun i don't really care about all that like here's the thing guys and when you some people are like well the weekly email people are gonna unsubscribe okay well the people that unsubscribe are they gonna do business with you anyway and if you don't do the email because of the people that you think might unsubscribe what you're doing is is you're pandering to the people who don't want to do business with you but you're not giving that content to the people who love you you're restricting the people that love you and you're catering to the people who don't want to do business with you right same thing with the content i mean a small small sliver bro of people don't like what i'm doing that's with anything you do um but the majority of people love it so i've got to keep doing it because i'm not gonna cater to the people who you know talk shit you know and and honestly two guys with social media some people see like celebrities posts and all the hate that comes out of those those those comments and it scares the shit out a lot of people they're like i don't want to even get into that ball game and deal with all that hatred and everything like that but when you when you get out there and you do pick up a few haters and everything i mean you gotta understand like the mindset of a hater that's a whole different conversation but the people who aren't even commenting that are quietly watching your stuff that love it you know there's so many more of those people they're not even commenting they just see it they just love it they just watch it they may like it they just keep scrolling they don't really say anything they're just kind of quietly over there and you just building this army of people that just love your stuff don't cater to the people who might talk it because then you're just gonna you're in a losing battle because you're never gonna win the war against people to talk shit ever yeah and i'll say this just to wrap up guys the yesterday i shared a post a personal success story post and shared it on instagram and you know it's cool to see like ricky said there's a ton of people who engaged you know who watch it and are high-fiving me but they don't say nothing but then there's a hundred people in the comments saying something nice like dude like giving me a pat on the back or high-fiving me and that's cool it's awesome really cool there's one person there's one person in the comments that said you know what bro this is like you showing off a little bit too much i'm unfollowing you just one person but it's crazy like there's literally a hundred others that said this is awesome so like what am i gonna do cater to that one dude who is already unfollowing me you know what i mean so just think about that in terms of like even at scale and i don't have the same scale as a lot of you know huge content creators but even at a relative amount of scale i have it's usually one person in you know thousands that's going to say something like that so i would just encourage you guys to not even worry about it so anyways guys thanks ricky thank you so much for being here really appreciate the time and the resource that you shared with us anyway do you have anything else you wanted people to connect with you or anything else that you're working on right now you want to let people know about nothing too much i got the 30 listing challenge happening right now i'm redoing the zero to diamond site that's the pre-coaching program i'm redoing it where you don't have to log in it's just going to be a course there you can just go to it i'm going to release that in december i'll do a huge 2024 business planning session that i always do there's always thousands of people there connect with me on instagram and youtube and just reach out DM me on instagram go to the link in my bio for the 30 listing challenge and just let me know what i could do to help you so i answer all those messages myself and i'm happy to help guys whatever i can do thank you bro really appreciate your time thanks all everyone for being here today and we'll see you guys on the next one