 Ladies and gentlemen, make some noise for Ricky. If you continue to build a pipeline, your pipeline is literally dry right now. And we're going into Olga the slowest time of year. I wanna help you double your business. And if we wanna double our business, we need to be focused on the things that double our business. Why are you looking to buy? What is the purpose? What is the goal, right? It always comes back to why they're buying. Prices are going to soften a little. 1%, 2%, something really insignificant, but enough to make a difference to buyers. No phone calls, no follow up, no check-ins, nothing, just weekly email. Continue to make a million bucks every year after that. I don't wanna call people Ricky. Well, why did you get your real estate license? The whole premise of the business is to talk to people that you don't know to help them buy and sell real estate. If you're doing the generic ones that companies send out for you, you're definitely not gonna win any business out of that. Today, guys, we have our special guest, Ricky Keroub joining us. For those who don't know, Ricky Keroub is the number one agent on the golf course. He's the best selling author of two books, Zero to Diamond and List to Last. He's a real estate coach, speaker, social media influencer, real estate investor, sold over 100 houses per year as a solo agent. He's a eight-time Remax Platinum Club member, which means your GCI had to be over a million dollars due to that eight years back to back. He's an EXP icon agent. Now he owns a mortgage company. Great, we thank you for joining us this morning, and let's get this thing started, man. Go ahead and take it away. Hey, good morning, guys. Good morning. How are we doing? So yeah, you set it all right there. Listen, I don't know how much time we have and all that good stuff. I told Mark, let's do kind of a Q and A type session. I'm sure a lot of you guys already follow me and know a lot of my stuff and what I got going on and how I feel about things. And if you don't, then you're fixed to find out when somebody asks me a question. So let's kind of start out with there, man. Like if somebody could unmute and maybe tell me what's going on in your business, what questions you have, what do you think I can help you with? That'll kind of give me direction to go here. And then we'll kind of take it from there. I have a question. Mm-hmm. So I have a buyer who's looking into a house that is built in 1948 and it has like a major termite issue. Yeah. And best interest. I'm not sure if it's the best thing for her. You know, and you got to feel good about what you're doing as a realtor while you're selling. How do you handle that situation? How much information? I mean, I'm just telling her, listen, this is what it has. You have to make sure we do all the right inspection to make sure that you feel good about it, buying this at the end of the day. You know, where to go with it if I should really try to discourage her from it. Olga, listen to me. What you're doing is just a really bad ration. Look, you're not the one buying the property, okay? They're buying the property. Doesn't matter what you think. You know, you have to feel good about what you're selling. No, you don't. The buyer has to feel good about what they're buying. That's not really your job to sway them. I see a lot of agents who take a situation with a buyer because they personally wouldn't buy the property. They go and talk the buyer out of that property. Oh, you shouldn't buy that. There's no way you should buy that. When the buyer actually loves this property for whatever reason, you may not be able to understand but not everybody's the same. And so I see agents talking buyers out of deals that later on the buyer regrets not doing that deal. It's like, it's not about what you want. It's about what they want. If they love the house and they want to turn mine infested at best as house, then I got one for you, right? Disclose and you say I don't know what to disclose to them. Disclose everything to them. Okay. Why would you hide anything from them? I mean, that kind of goes against what you're saying. You don't know if you should sell them this house and then you don't know if you should disclose everything to them. Well, that's kind of contradictory. Got it, yep. Tell them everything. Well, I have disclosed. What's that? I have disclosed everything that I've found out about it. You know, that's fine. I've just gone based on what you said. You didn't know what the disclose you said. Tell them everything. Let them make a decision. If they don't want to move forward, go sell them another house. Okay. Okay. Let me ask you this Olga, how many active buyers and sellers are you working with right now currently? Four. Okay. That's the most common answer. Four. Do you know statistically that's 0.8 deals? So you're working on nothing. Okay. You need 15 to 20 active buyers and sellers to close one deal a week. Okay. All of your mental capacity needs to be spit on. How do I find 11 more people who might want to buy or sell with me in the next six months? That's where all of your focus needs to be because right now you're on track to close like one deal a month, if that, and that's if you continue to build a pipeline. Your pipeline is literally dry right now. And we're going into Olga the slowest time of year. And it's gonna be even slower this year because of the situation with interest rates and whatnot. You're going into the slowest time of year with basically no pipeline. That's what I'm worried about. I'm worried about you. Yeah. I hear what you're saying. That needs to be the focus. You should have one phone call with this buyer and say, hey, this thing is eat up with termites and asbestos, right? You wanna buy it? Great, I'll help you. If you wanna move on to something else, I'll move on to something else. That's one phone call that takes five minutes. The other seven hours and 55 minutes of your day needs to be where can I find another buyer or seller that might wanna buy or sell something with me in the next six months? Because I'm fixing to die out here because the market's about to get really slow. I wanna help you double your business. And if we wanna double our business, we need to be focused on the things that double our business. Right? Cool. Thank you. Thank you, and that's a lot of fun. So there's a lot of complaints. Obviously millennials have been complaining since the pandemic about astronomical prices, high interest rates. So even when interest rates were really low, they were getting, you know, eat out the cash. So now inventory is still crazy low everywhere, but especially like our area and stuff. And on top of that, interest rates continue to go up and we're telling people get off the fence, get in here, this isn't gonna, you know, necessarily change over that. And there's always opportunity in the market. We're going into the slowest season. We've got high interest rates. We've got low inventory. We've got prices that with the high interest rate, normally we can offset it because the prices are going down. We've actually seen a 2% uptick in our prices. So how do we combat these concerns and fears with getting buyers off the fence? And how do we address this where we're showing them the opportunities of what they're really, they could be especially looking into the future and getting listings. Okay. How do we get buyers off the fence? And by the way, how do we get listings? And how do we get, yeah. Two different conversations. Right. People have low interest rates. They don't wanna buy because they're selling and they're like, shoot, I'm at 3% on interest rate. Why would I buy right now and sell my house? Listen, the, okay, number one, you don't get buyers off the fence, right? Your job is not to get them off the fence, convince them, make them do something. That's not what our job is, right? That's number one. Number two, the macro answer is give it number one. Like we're gonna see softening of prices this fall as we do every single year. If you look at a graph of meeting home prices, it does this every year, up and down, up, down, up, down, every year. Even in 2021, the year of the boom, six million transactions, prices were crazy, 100,000 over asking price, 30 offers per listing. Even in that year, the median home prices went down in the fall. Okay, it's right there, black and white. It happens every single year. We're gonna get some relief when it comes to home prices. I think we've peaked out in terms of mortgage rates. Right, I think this is it. I think it's gonna do nothing, but kinda really slowly, slowly, slowly go down. It may fluctuate a little bit. Like it's under, it's right around seven. It may get above seven again. Like it's volatile right this second because they haven't tamed inflation. But for the short-term buyers, like by this fall when prices drop a tad 1%, right? The macro answer is give it a couple of years because inventory will work itself out. Affordability will work itself out. Okay, we will see mortgage rates come down several points over the next two, three years, however long it takes. And we're gonna get some relief when it comes to mortgage rates. Also, household, meeting household incomes will continue to increase. That will also help with affordability. In home prices, I believe they're gonna kinda be in a leveling stage, I think. I think we're gonna see the normal two, three, 4% a year appreciation for a while. Because here's the thing. Prices can't continue to go up like they have because of affordability. Because of affordability, we're gonna see prices level out. Every market is completely different though. So you have to look locally, right? Super micro hyper local markets. But I'm just speaking in generalities here. This fall, I think we'll see prices soften. I think we'll see a little relief with mortgage rates, not much, but that will help a lot. A little help on prices, a little help on rates and we get a lot of help. And then on the back end over the next couple of years, this inventory thing's gonna work out because when mortgage rates do slowly get back down around five, that's gonna open up so many listings of existing homebuyers, home sellers who have been sitting on three and 4% interest that hate their house. And every day they hate it more and more and more. That demand is building, building, building, building. And when rates hit a certain number, that's gonna pop. And we're gonna see a lot of inventory hit the market. Also, people who are buying today at 7% rates who want to upgrade their home in the next two to three years, they're gonna be happy to list their property and buy a new property, their dream home at 5%. So we're gonna see some relief with inventory from that perspective. Also, the baby boomers who are getting into their older years, right? They're gonna get into, for a second there, they were like the biggest home buying group. They even beat out millennials. And so we're gonna see, I believe, a lot of inventory there as that group gets into their older years, nursing homes, passing away, things like that. We're gonna see inventory there. Over the next two, three years, we're gonna see affordability get a lot better. I think we're peaked out right now, probably close to an all-time high when it comes to unaffordability. It's probably the worst it's been. However, think about this. When you look at mortgage rates on an inflation-adjusted basis going back to 1980, you see that right now, we're pretty in line with the 90s and the early 2000s. And I believe that we're just getting back to normal. If you look at the percentage of household income that goes towards a mortgage payment, you'll see that we're right there where we were in the 80s and 90s and early 2000s. What you also see when you look at those charts is that we were absolutely spoiled over the last decade and a half with low mortgage rates and low home prices. Home prices went down 50%, whatever they went down to in your market for the first time ever in 100 years. So you have historically low mortgage rates and historically, historical event where prices also go down. You have this affordability that was amazing. And what happened was is we all got used to that and we didn't know how good we had it. And we got used to that for 10 years, 12 years. And now that it's bounced back to, we're above normal now, but it's gonna settle out in that normal range of where we were in the 90s and the early 2000s. And we're gonna kind of be back to normal, but that's a shock when we were used to what we've been used to affordability-wise over the last 12 years. So what do you tell buyers who are on the fence? I mean, it comes down to, do you wanna own something and how long do you wanna own it for? They did a study, there's 11 million millennials who owned a house back in 2017 and now it's 18 and a half million millennials own homes. And like 40% of those millennials say they're gonna stay for 16 years. Okay, people are buying homes to live on them for a long time. You know, they're locking their self in to these homes, they're planning on keeping these homes for five, 10, 15, 20 years. And if that's the case, see, I think it comes back to this. Why are you looking to buy? What is the purpose? What is the goal, right? It always comes back to why they're buying. So a buyer says they wanna buy a home and worried about rates and worried about an affordability and worried about this and worried about that. Well, let me ask you about it, Mr. Byer, what's got you thinking about buying in the first place? Why do you wanna buy and what's the goal at the end of the day? If the reason is, hey, I'm tired of rent going up every single year and I wanna fix payment. And when I buy the home, I'm gonna stay there for 15 years, that's the plan. It's like, well, like when you look at home prices over the next 15 years, I mean, I would fear to say there's not an economist in the world that says home prices are not gonna be exponentially higher from where they are right now in 15 years, right? It's a pretty good bet that homes are gonna be worth more in 15 years. Even if they go down over the next 12 months, there's a good chance they're gonna be worth a lot more than what they are today in 15 years, right? So it just kind of depends on their motivation why they're buying and all we can do is the best we can do. And if at the end of the day they decide they wanna hold off and see what happens, awesome. I'm not trying to force you to do anything. I'm not trying to get you to jump off the fence. I'm not trying to convince you or try to make you do this or that. That's not my job. My job is to help you do what you are trying to do. That's it. Just trying to help you do what you wanna do. Trying to educate you so you're gonna make an informed decision and then I'm here to help you with whatever that decision may be. Whether it's to buy, whether it's not to buy, it doesn't matter to me. Why? Because closings happen every day forever. If you don't buy, the next person's gonna buy. If they don't buy, the next person's gonna buy. And I'm gonna do my job to talk to as many people as I can in my market to make sure I'm doing my work as a contributing member of society to do community outreach to everyone I can to see what I can do to help them using my services as a real estate agent, right? Back in when we were quarantined in April, 2020, couldn't leave our homes. I put out a video and I said, we're about to have the largest real estate serves that we've ever seen. That's when we were actually in our houses, not knowing if we were gonna die from a virus or if we were gonna have a job. I was predicting we would have the largest real estate serves we've ever seen. What happened? 2021 happened. We have the largest real estate serves we've seen in a long time. Maybe arguably one of the largest ones we've ever seen. In December last year, this is documented. I said, we hit bottom of home prices. What happened? In January, we hit bottom for home prices. So I was a little early. Back in early May, I said, we're gonna hit positive year over year prices this year. Not only that, we're gonna go to all-time new highs. What happened? We hit positive year over year numbers and we hit all-time new highs. Now I'm telling you what's gonna happen in the fall. Prices are going to soften a little. 1%, 2%, something really insignificant but enough to make a difference to buyers. Days of the market may increase and mortgage rates, I believe, are gonna be a little better. Maybe it goes from seven to 6.7 or 6.6 or 6.8. But that makes a big difference for these buyers, right? So I would say to buyers right now, be patient, look around, but when you see something you like, get ready to pounce. Nobody has questions. I know you guys are all burning. Come on, talk. What do you guys have in question? Yeah. What do you suggest about personal investment right now for properties, even at this high interest rate? Like if you're buying properties to invest in? Like to slit or even rent, yeah. For yourself, though? Or for your clients? I'm buying properties every month. Mostly for myself. Yeah. Mostly for myself. I mean, we would have to get a loan if we wanted to invest anyway, but at this high of a rate, but the house prices are a little bit higher as well. So I'm just thinking about it. It's just a thought in the back of my head. What you have to do is find the deals. There's always an opportunity in the market, right? I'm closing on houses every single month. I flip houses. I buy houses. I hold houses. I rent houses. I buy duplexes. I buy commercial. I buy everything. What am I buying right now? What opportunity did I find in the market while I tell you? Right now, I'm closing on new construction homes every month. Buying them, I'm renting them out. The rent is way more than the payment. Why? Why? Because when I buy through the builder and I use their mortgage company, I'm getting a 5.9 investor mortgage rate. And guess what? They're paying 5,000 on my closing costs. And guess what? It's a brand new house, so I have no maintenance for five or 10 years, right? So I found a little niche in the market where I could get a lower mortgage rate than the rest of the market on an investor loan. I found something that my rent is, you know, 600 to 1,000 bucks over my mortgage payment. And I don't have any maintenance and they're gonna pay 5,000 on my closing costs. Sign me up, Johnny. So I think it comes down to finding those deals, finding those little niches, finding those little opportunities, you know, that you can capitalize on. Not every deal. You know, there are markets where anything you buy is a deal. Anything you buy cash flows, anything you buy is gonna be worth more the next day. There are times in the market where you could just throw a rock and anything you buy is a home run. But we're not in that market right now. We're in the market where you have to be a little savvy. You have to be a little patient. You have to put in a little work to find the opportunities, right? So that's all it is. They're out there. They're just not around every corner. But I'm closing on deals every month. Ricky, Josh's been here. Hey, Josh, how you doing, son? Rocking, rocking, man. So you've got it down where you're able to close 100 deals a year as a single agent. That's insane to even really think about because most teams don't close 100 a year. You know what I mean? What does that look like on a high level perspective? What does that look like? To me, it's just average. It's two deals a week. You're gonna see here and tell me two deals a week is something amazing? Then we're living on two different planets. If we're living in a world where teams don't close 100 deals, they're living in a bizarre world to me because we close two deals a week literally in my sleep. That puts me to sleep at the peak when I was in full production and we were doing 100 deals a year, two deals a week. I was working like 10, 15 hours a week on my real estate business. The rest of the time I was building my personal brand, coaching, traveling, speaking, writing books, doing all that stuff. So, Josh, when you build a business around very simple, scalable systems, okay? I see it says, Josh, I don't know how to say your name, team, right? So you got a team, right? Okay, how many is on your team? We've got six agents right now. What's the lead gen activity? We do a lot. We've got Google paper coming in. We've got Bing, PaperClick coming in. We've got Ojo, OpCity, all that type of stuff. We've got Conversion, Monster working with us. Got it. So I get it. And then what happens with those leads long-term? How do you make sure that these leads never forget who you are? That's part of the issue that we're running into. Got it. Is the cracks, every time we change a CRM, everything goes... I understand what you mean. I understand. And it's just, yeah. Let me help you, okay? Will you help me help you? Absolutely. Two things, lead gen, right? And scalable systems where nobody ever forgets who you are forever and you can snowball your business into 100 deals a year in your sleep. I can tell you exactly how to do it in a matter of minutes through experience, not theory, right? I've done this. Lead gen, okay? I want you to think about this. I'm gonna take you down, I'm taking down the rabbit hole. Every single lead gen activity comes back to the same thing, the same activity, right? Everything you do lead gen-wise to get leads comes back to the same activity. What would that activity be? I'll compute. Sure, that's pretty good. Not 100% where I was going with it, but let me tell you where I was going with it. Every single lead gen activity comes right back to that lead gen activity or avenue creating a list of people for you or your team or whoever to sit down and call, right? Okay, so like Google pay-per-click, you get leads, somebody sits down and calls these leads. You get open house, people sign in the sign-in sheet the next day, you sit down and call that list of people, right? Facebook ads, list of people. YouTube, list of people. This very influenced list of people for sell-by-owners list of people, expires list of people. It's all lists that you sit down and call, correct? Now we know that that is the activity that everything leads right back to. And that is the highest productive like lead gen activity because in fact, every single lead gen activity comes back to that same activity, sitting down to call this list of people. So my question is, is if we know that and we know that we've got to sit down for an hour or two or three or whatever and call this list of people, okay? No matter what the lead gen activity is, then why wouldn't we spend that time sitting down and calling the list of people and call the highest quality prospects available, right? Okay, I think you're following me. Yeah. So the question is, in your mind, what are the highest quality prospects available? For me? In the universe, for anybody. The ones that are actively engaging. Is this what I would say? Yeah, well, in my opinion, the highest quality prospects available are property owners who buy and sell, okay? Property owners are the highest quality buyers because they've already been there. They've done that. They know the process. They just need an agent to help them through getting whatever it is they're trying to do, right? They very rarely ghost you. They know that you're not educating them. They know the process, right? If they sell, it's a listing, which is the highest form of leverage as a real estate agent. So like, in my mind, tell me if you agree, homeowners are the highest quality prospects available. Yeah, I would agree. Okay, okay. So there's an unlimited amount of them. You can't call all of them ever in your life. Okay, so my question is, is if we gotta sit down and call a list of people anyway, and that's how we get to the transactions, why aren't we calling the highest quality prospects available? Why are we spending time calling random buyer leads that came in through Google or Obsidian with where we pay 35% to them? Why would we even talk to or spend any time on leads that aren't the highest quality in the market? That's my first question. Okay, opportunity. I guess I'm not quite following. Okay, that's what I'm saying. I'm trying to save your life. I'm trying to flip your mindset around to understand that you're doing the exact same thing. You're just calling the lowest quality prospects available. And what I want you to do is I want your team or whoever's made the calls to call the highest quality prospects available, right? So for example, like you can go back 10 years worth of expired, withdrawn and canceled data. 10 years worth and have tens of thousands of leads like that in a split second, email, cell phone numbers like that, okay? Alakazam. And then call them and say, hey, I see you were trying to sell this house at one point, whatever happened with that? And now all of a sudden they're trying to help you figure out this mystery and you get into this amazing conversation with a property owner who now quite possibly is gonna do business with you for the rest of your life. Now, why wouldn't we talk? I mean, you could even make a career off that, just expired, just 10 years worth of data that are million times higher quality than Google Pay Per Click and Opsity Leads that you literally get for less than a penny apiece. What objections do you have for me of your team switching over to the highest quality leads possible? Exactly, bro. That's what I'm trying to tell you, man. If you'll switch all that effort from Pay Per Click that costs you a million bucks, that conversion sucks and there's random buyers who run you all over the place. Look, I know a guy that sold 80 million last year off YouTube, strictly YouTube. And 99% of those deals were buyer leads. And I'm like, I don't want nothing to do with YouTube. What I'm gonna do is I'm gonna sit on 30 listings and at 6.30 at night when I'm at home eating dinner with my family, just chilling. The guy that's doing Google Pay Per Click and YouTube ads and YouTube videos, they're the ones out there showing my listings. See, somebody's making money at 7 o'clock at night. It's not gonna be me. I'm not gonna be the one out there. I'm gonna be making the money because somebody's gonna be showing my listings but I'm not gonna be the one working. There's money that's gonna be made at 7 o'clock, right? And you have the option whether it's gonna be you or somebody else. Now running a team is a whole different thing. Like you have buyer agents that's gonna go out there and do the buyer agent thing. That's cool. I don't wanna manage agents. So I'm not gonna deal with that either. So how can I sell 100 properties on my own without any buyer agents? Any worry? I go to bed at night with no stress at all by dealing primarily only with property owners who buy and sell. And it creates a situation where I only show property two or three times a month and it's people who actually buy because they just sold something and they're just re-buying. Those are the best buyers in the world. You're gonna sit down and make calls anyway. Why not call the highest quality prospects? On the back side, you may say, well, a YouTube video lasts forever. It's evergreen. It lasts forever. When you make a phone call, you call and that's it. Really? Because when I make a call, I'm connecting with them giving a great first impression, getting their information and I'm putting them on my database to do a weekly email on the same day of the week forever and they never forget who I am. And now that's forever. And now I can scale my business, Josh, because every single person I talk to I know will never forget me because I have a simple, scalable system on the backend that hits a 90% organic reach versus social media that hits a 5% organic reach. I know that when I send this email out they're going to see it. Whether they open or not is not up to me but they're gonna see it. I need them to see my name. Right, so the foundation of your business needs to be weekly email, same day of the week forever, to your entire database and now we can scale, now we can build a snowball where in three to five years you don't have to prospect anymore. In 2017, that was the first year I made a million bucks. That was the year I quit prospecting altogether. No postcards, no social media, no phone calls, no follow-up, no check-ins, nothing, just weekly email, continue to make a million bucks every year after that. You can build this, you can build this snowball using the weekly email process, right? And then if you can be the most efficient you can be on the front end with your lead gen to talk to the most efficient, highest quality prospects in the market, boom. You give it three to five years, bro and you could be doing 200 deals a year in your sleep because it turns into a repeat, like the past clients, repeat referral and referral love referrals. And when you get to that part, people aren't interviewing three agents. They're calling one agent you, right? And it's just so easy at that point. Awesome. So start to transition into property owners, man, for less than a penny. Start to build the weekly email here, and we put this right here in the chat. This is redxdiscount.com. Start my weekly email.com, right there. If you go, you can get a discount with redx to get those expired listings. Oh my God, let me grab this for you too real quick. This is a training I did on expires, how to go back 10 years worth, scripts, the whole nine yards. Let me put this for you guys as well. This was a, if you guys, some of you probably saw it, but this was really, everybody needs to see that. Start my weekly email. You can literally see every email I sent since November. I've been doing it since 2007, but you can see every email I've sent since November right there and also use the same template I use. All right? That's awesome, dude. Thank you. Yeah, bro. Ricky, can you talk a little bit about the program that you do, the coaching, all that stuff? Because there's a few people here I'm sure that don't know, but it's pretty stellar. Oh, let me stack this for you. Yeah, let's see, where could I grab that? Let's see. I have a 60-day challenge, totally free. Let's see, where are you? Here we go. Hundreds of thousands of agents have went through it. You know, the ones who complete the challenge say they get more listings, close more deals. 98% say they enjoy being an agent more. It really just takes the pressure off, man, because now you realize, like, it doesn't matter what the market does. If you can go out, like, here it is, here's the link for it. If you can go out and create leads out of thin air, like, on the spot, like, I get it off here and, like, pick up three, I could find three leads in, like, the next 30 minutes, just calling it old expires. Like, one year, two-year-old expires, and my market is gold to me. When you can create leads out of thin air, it doesn't matter what the market does. If you're dependent on these pay-per-click, Zillow, so on and so forth leads, and the market shifts, your lead flow is dependent on the market and how the activity of buyers in the market. That's not a good place to be. You're kind of susceptible to market swings. You wanna build a business that doesn't matter what the market's doing. You can go out there and do deals anytime you want. You can create business out of thin air, right? So, when you understand a couple things, like how closings happen every day forever and how you can create business out of thin air no matter what, it takes a lot of pressure off. You know, it's like, you don't worry so much about what the market's doing. You just go to work every day and do what you're supposed to do, you know, to get out there and build your business and kind of look long-term, too. You know, like, what this snowball could really turn into over time if you do the things you're supposed to do. Like, for example, talk about snowballs and stuff like that. Like, if you created five new friends a day, the number one reason, the number one way or that at the end of a deal, if you said, hey, Mr. Sell or hey, Mr. Byer, how did you pick your agent? The most common answer is I had a friend in the business with a great reputation, right? And that's by far. So, we understand that the objective every day needs to be how many friends can I create in the market? Not how many appointments I can set, how many friends can I make that own property? And if you can create five new friends a day for 250 working days a year of the course of five years, that's 6,000 new friends or property owners in the market. If you've got 6,000 people that you made friends with that own property in the market to get a weekly email on the same day that we forever, how big is your business? I can tell you how big your business is. You're probably the number one agent in your market. And all you did was create five new friends a day. That was the goal. Like it's just things that are just literally that simple. I don't wanna call people Ricky. Well, why did you get your real estate license? The whole premise of the business is to talk to people that you don't know to help them buy and sell real estate. So, you don't wanna do the thing that this business is predicated on. Then why did you get your license? I wanna do social media, okay? Go do social media. But guess what? It's gonna create a list of people for you to sit down and call. You can run but you can't hide. You're gonna sit down and call a list of people. Who are the list of people gonna be? I wanna be the best. I don't know about you guys. I wanna be the best. So, I'm gonna call the highest quality people if I'm calling this list. I'm not gonna call the lowest quality people. That's like saying I'd rather call $100,000 property owners than $1,000,000 property owners. That's what I hear when I hear I'm getting zilla leads. I'm getting pay per click. I'm doing, you've decided you wanna call $100,000 property owners. You may get a million dollar deal here. You're gonna run all around town showing buyers all this stuff and do all this things. And that's awesome. That's your thing? Go for it. Guess what? Every single thing works. I'm just telling you if you wanna be the most efficient, grow the fastest and have a foundation of a business that you can actually leverage, then I'm gonna call the highest, that's what I want. That's the only way I can, you know, Josh asked me how close to 100 deals is amazing. Some teams don't do that. The way that I do that is because I decided I was gonna have the most efficient business ever. I'm gonna call the most efficient leads. I'm gonna have the most simple processes on the backend where these leads never forget who I am. That I can just simply do 15 minutes a week, weekly email, I don't care if it's 500 or 50,000, I'm gonna touch every single one of those people within that 15 minutes I spend to build that email every week. That's simple, scalable. If my system is to text everybody, if my system is to text everybody one-to-one or call them and check on them and stuff like that, I can't scale that. If I have 5,000 people, I can't scale that. If it's not scalable, I'm not doing it. What email system do you use to send out these emails on a weekly basis? I'm at this point, you're probably at 100 grant, like 100,000 people, right? I have 20,000, 7,500 open it up every week. Wow. And I was 100 deals a year. I don't prospect anymore. I'll put a link right here. That's the system I use. If you use that link in about two weeks, I'm gonna have week one, week two, week three, week four templates. They already will create you a custom template just like mine. But in a couple weeks, we've already built it. They're just running the code. I'll have week one, week two, week three, week four templates where you can rotate these every week. Week one is stats of the month. Week two is restaurant of the month. Week three is deal of the month. Week four is breaking news of the month. And then you can just rotate those every month throughout the weeks. So I'm trying to make the weekly email idea really simple for agents to be able to execute on because it's so, it's so crucial. Keith, do you use KV Cool? Or do you just use constant contact? Just constant contact. I'm not gonna use something a broker gives me because if that broker goes out or if they decide they don't wanna use KV Cool anymore or if I leave the company, then I'm screwed. I'm gonna have my... Straight. What's that? You wanna add nodes or anything for a client? No, what do I need to remember? I remember you talked about this, so I'm not gonna ask. It like, honestly, people don't care if I remember their dog's birthdays or that their mom died five years ago, right? Or their kids are gonna graduate, stuff like that. I mean, if you guys can think of something that I need to remember about a client, I'm happy to listen. How long did it take you to actually get to where you're at? Like how many emails did you start with? How quickly did you build and how quickly did your business start going to a hundred closed beans a year? Okay, so in 2002, I got my license. I made a lot of money really quickly. I made a million bucks. I was 23 at that time. Then I lost everything in the crash. Okay, I went back to roofing houses, worked on an oil rig, slept in my car. And then in 2008, I got back in the business and it was super easy in 2008 because things were half price. It was just so easy to sell property. There was no agents and it was like everything was half off. It was just the easiest market in the world. And so I just started building that way. That's when I started building the weekly email. I added 1,000 emails that first year and I sold 20 properties. So I started with zero, of course. And then I added 1,000 in that first year and I sold 20 properties that first year. By 2014, okay, that was 2008. 2014 was the first year I did 100 deals. So six years before I did 100 deals. And then I did 100 deals every year after that. So that's kinda, and then by the, in 2014, I was at about 10,000 emails. Now I'm at 20,000. That's a good, that's about what the timeline was. I have a quick question. What are you seeing in your weekly emails? Are you just keeping up to date on the current market or you're not being specific to any one person? Are you just sending out a blast email? Yeah, exactly. Where you win with the weekly email and this is where agents really lose with any kind of marketing is they just send out, just here's the market stats, but they don't give their opinions on what those market stats are. They say, here's a great restaurant, but they don't tell about their experience at the restaurant and to reply back to win a $50 gift card. They tell what the deal of the month is, but they don't say why they feel like it's such a good deal. What actually wins in any marketing and especially email is actually when you personalize it by actually taking the time to write out what your opinions are on the said subject. Again, there's a link I put there. Startmyweeklyemail.com. And literally if you go there, you can see every email I did every week since November. So every year, every week this year and last two months last year, you can see every email I did and you can actually use the exact templates right there. But go there, go there and look at the emails I sent, look at how I create them and the message that I put and get ideas and use that. But yeah, it's a bulk email that goes out to everyone. However, they get a little ricky in there and that's what wins. If you're not giving them a little bit of you and what's on your mind, then you're gonna blend in with the rest of the agents and it's not gonna stand out versus if you are doing this every week, every week on the same day of the week, it shows consistency, dependability, hard work, professionalism, knowledgeable. It's showing them that you're everything they want in an agent. It does all the heavy lifting for you. And if you're giving them your opinions on stuff, they're gonna continue to tune in and that's what's gonna help you stand out amongst the crowd of agents out there. Okay, thank you. With content and actually creating the emails and do you do it a week in advance and schedule them or do you click it live? Like do you write it and then hit send? I normally write it and send it so I do it every Wednesday. So I'm traveling to Sacramento tomorrow to do an event so I'm gonna do it this afternoon to go out in the morning this week but normally I do it the day that I'm sending it and so I just, I come up with the content right there on the spot. I may do a little research in my MLS, I may Google real estate in my area, look for some information. It just depends on what I wanna say but you can, like I say, you guys can go back and look at all the emails I did every single week and see how I lay it all out. Do you think Wednesday's the best Friday? Is there, are some Wednesdays picked Wednesday? I think any day that you wanna do it is kinda like Wednesday's the best time to make calls whatever you want. There's not like a best time. The trick, Sally, is that it's the same day every week. When you show that consistency on the same day every week, they're like, wow. Now this is real. If you're doing those once a month emails, you're losing market share to me. If you're doing the generic ones that companies send out for you, you're definitely not gonna win any business out of that. When you sit down, your prospects, the way they spell value is T-I-M-E. When they read your email and they realize you spent time on this, they're gonna be like, wow. And it's every week on the money, good content. They're like, wow, wow, wow, wow, wow. This is my agent when I decide to do something. This is a safety net on the back of your business, like buyers ghost you four years ago. You never took them off the email. They call you four years later and say, hey, remember me? I'm like, yeah, I remember you dipshit. And they're like, I wanna buy this. I'm like, great, let's go buy it. Happens so many times. We just sold, the very first property that we just sold in 2008 was a condo on the beach for 200,000. And very first when I came back in the business. And we just listed and sold it last year. And that was in 2008, so this is, what? 14, 15 years later. And never called and checked on or anything. She got the weekly email. She called us when she was ready to go. We listed and sold it. It does all the heavy lifting for you. It's the glue. It's the glue that holds your business together. You said that you don't worry about remembering your client's information. Why is that? Why do I need to remember it? Personal touch. Give me an example. Your mother died, well, I mean, I guess if it comes up in conversation, but how's your, how's the graduation? A good startup conversation, that's why I think, but. I don't need that. I can say, how's it going? What's new? Same thing, same effect. The fact that I'm calling them is the big kicker. Not that I remember their daughter's graduation. So here's the thing, I'll go with that. Every single second counts. So if I'm spending just 30 minutes a week, just 30, filling out information in a CRM that my client does not care if I remember or not, that's 26 hours a year working hours. You know how much I can get done in 26 hours? See, people think, oh, it's just 30 minutes. No, it's 26 hours a year that you could have done serious, serious damage doing other activities that your clients actually care about. Now let's up it to an hour and let's say 52 hours a year. That could be the difference in you doubling or tripling your business for real, for real. And we're spending it inputting information into a CRM once a week for an hour that our client that will never, information we will never use, right? So although I think that would be cool and awesome and they would probably love us even more or something if we remembered their kids graduation, I can't find the ROI on the time lost in putting all that information to remember it because I could have tripled my business without even knowing any of that stuff. See what I'm saying? So for me, it's a give and take. Am I willing to sacrifice knowing every last detail of my client that they don't even care that I remember to triple my business? Or do I wanna make sure I remember what somebody's dog's birthday is so that hopefully they still love me even though they would have anyway? You see the real kicker between, for me, the real kicker of people loving me forever was the service I gave them during the deal. Answer the phone every time they call, right? Everything that they asked for, it's on the money. They get what they asked for. If I said I was gonna do something, I did it right then and got it to them. And it was just, everything was like, if I can make the transaction so smooth for them, then they're like, I'm never gonna use another agent because I don't wanna risk not having this kind of service knowing for a fact that this is gonna go smooth and that Ricky's gonna take care of this situation for me. That's what matters to them the most, right? If you remember their dog's birthday and then do a shitty job when the deal comes around, then, right, doesn't matter. But if I don't remember that dog's birthday and give them great service when the deal's happening, they're never gonna use another agent. See what I'm saying? Perfect sense, yeah. If their mom died five months ago, then I'm not gonna forget that about them. It just happened, right? Sorry for your loss. Five years from now, they're not gonna want me to bring it up. That's a sore subject. I don't need to remember that at that point. See what I'm saying? No, I was just gonna say, every second counts for me, right? It matters so much. So the things I put in the CRM are not me, Paul's parents dying or anything like that, but it's like, how much are they pre-approved for? Maybe we need to come back and circle around in three months, tasks, things like that. So what do you suggest with that? Because I can't... That's part of my pipeline that I was talking to Olga about in the very first question, right? You need 15 to 20 active buyers and sellers to close one deal a week, right? You need 25 plus to close two deals a week. I know this because I closed two deals a week for eight years in a row. And I've closed agents who closed two deals a week. I've closed agents who closed one deal a week. This is not a theory. This is simple math. If you have 15 to 20 active buyers and sellers, then you're gonna close one deal a week. If you have 25 plus, you're gonna close two deals a week, simple math. So for that pipeline of those 15 to 20 active buyers and sellers, which is what you're talking about, I've got a Google sheet for that. You've got to keep those 15 to 20 active buyers and sellers. You've got to keep them somewhere and keep up with where you are in the transaction, right? But outside of that, people that aren't gonna do anything for two, three years or ever, I don't need to remember anything. They can just get my weekly email and call me when they're ready. I only have so much mental capacity. I really have a call I have to get on literally in just a second. So, Yamil, did you have a question? Yes, my daughter just purchased a house in Sebastian, Florida for 246 cash. And we want to make, she's asking me for help, help her to make multi-commented FDF. How should we go in order to discard that? The kitchen is okay. So there's so many things that she has to do at the house. Well, not so many, but to make available for the people that we should buy. My question for you is, what should I fix first in the house that make the house beauty for the new buyers in order to make the most out of the house? I don't know, should we fix the kitchen or the bathroom? Yeah. So your daughter bought a house for 246 cash and she's gonna fix it up and flip it? Is that what you're telling me? Yeah, yeah. I don't know, because I haven't seen the house and I don't know the comps. And I don't know, there's too many variables for me to say what you should do. I don't know how maybe the kitchen would work. I don't know, maybe it's dated, but it would work. Maybe it's just too old and needs to be totally torn out. I have no idea. I have to know what I can resell it for based on if it's fixed up. And then start trying to backtrack how much my budget is to try to fix this house up to get it to that price level based on what I want my profit to be. So I can't answer that, I have no idea. I'd have to see the house and understand the neighborhood and the comps, you know what I mean? Yes, yes, I understand that. But the house is, I mean, call me, we can talk about this later. We're grateful for your time and we do want to respect it. Thank you for everything. Thank you. Oh yeah, this is 11 o'clock. Thank you. It's Ricky. Yeah, good to see you guys. Good to see you guys. We'll talk to you soon. Thank you so much. Thank you guys. Thank you.