DreamNation Real Estate Podcast with Casanova Brooks
DNRE82 - Aaron Amuchastegui: Know Your ‘Why’ and Memories Over Things

DNRE82 - Aaron Amuchastegui: Know Your ‘Why’ and Memories Over Things

June 30, 2021

Here’s a snapshot of a few things we talked about…

  • Who is the Clark Kent, When It Comes to Aaron Amuchastegui? [00:02:19]
  • What Helped Him Through Rocky Times with His Spouse? [00:05:58]
  • His Background and Journey through the World of Real Estate [00:11:50]
  • How He Turned His Life Around After Going to Prison [00:18:21]
  • If He Had to Start Over Again, Would He Still Start with Foreclosures? [00:37:18]
  • Why Single Rental Units are Great Investments [00:44:06]
  • Once Things Go Back to Pre-Pandemic Days, Will He Go Back in On Foreclosures? [00:46:55]
  • One Thing He Wishes He Had Implemented Sooner to Accelerate His Journey? [00:48:26]

 

In This Episode You’ll Learn:

In this episode, Casanova and Aaron talk about how he reached the top, lost it all and now got back to the top. He shares the lessons he learnt through the ups and downs of life and in the real estate business. 

Aaron starts by saying that social media is our highlight reel. It's everyone's highlight reel, and it is why we do the hard stuff. Everyone should be focusing on things that are good, instead of things that went wrong.

Aaron is a family man, who goes by the motto from his dads group, ‘I'm a family man with the business’, instead of ‘I'm a businessman with a family.’ He recalls the struggles and rough patches that they went through in their marriage, but they pushed through that, now they have an amazing marriage and life.

He likes to spend time with his family, and have different experiences, and make memories with his kids. Cass adds that a lot of the times, we don’t put enough emphasis on the time and the memories that we have right now to create with our kids, and we only have a certain amount of time.

Talking about what helped him keep his marriage together, Aaron says that the relationship advice he always gives to people when they're having trouble with their marriage is to just stay and keep trying and keep pushing forward.

One of the things that they also struggle with after they started making a lot of money was that nobody taught us what it was like to have money. No one told us what to do with that, as they didn’t come from money.

Aaron adds that when they both started making money, instead of being a team, they started competing with each other. When they lost it all, and it was a combination of relationship and business stuff, and everything else.

Growing up in a small town in Oregon, Aaron never had to learn how to be socially good in school. One of his problems, when he went to college, was that he had a really tough time socially. While studying at the University of Oregon, he became part of the wrong crowd. 

Unfortunately for him, this led to him, at 21 years old, going to prison in Southern California. Those two years were amazingly transformative for him and who he became. He really started to think that he was not going to waste any more of his life.

As soon as he got out, he got accepted to go to Cal Poly to study construction management. He worked harder than everybody else around him. He cared more about every class than everybody else around him.

Things started looking up for them, but after the market crash of 2008, things went downhill. His wife was working nights, and he was working days. Aaron scrambled to start a business and started looking at courthouse steps for foreclosures. 

They got really lucky on their first deal and found a great process and niche. After his second daughter was born six weeks early, Aaron finally decided to leave his job and pursue this full-time. 

One thing he wished they would have done better at that time was to figure out what their ‘why’ was going to be later because their ‘why’ at the time was that they just wanted to be okay. From 2009 to 2012, they bought a ton of houses. His wife was one of the biggest brokers in Northern California at the time.

When big companies started entering the market, they were put out of their business. Their relationship started to go into shambles. Our business went into shambles. He realized that they did the wrong things with their money. They learned many lessons, and then they were shut down for a couple of years after that.

Somewhere in that three-to-six-month period, Aaron started to read some books and started being positive, getting a mindset again. He adds that it takes time before you can get your head on shoulder and the trauma has to go down a little bit before you can focus on what's next.

After looking for opportunities, Aaron got a chance to redo that auction scenario. He bought three houses at auction, they flipped them in the next month and it was off to the races again. It was like 2009 all over again, but he learned all of those lessons along the way.

Aarons adds that 2015 was the bottom for them, and since then, they've been on an upward trajectory, like the stock market. He recalls going to a Single-Family Rental Conference, where he found out that very few people owned over a thousand houses.

He thought that if he would have just kept 50 of the houses he flipped, he would have been set for life. So that changed his mind set when I went back to auction. At that point, he wasn't a flipper anymore. 

He'd buy 10 in a month, and he would flip one or two and then he would turn the others into rentals and refinance them. He has done it every month since 2015. Now, he also owns the foreclosure listing company in Texas. So, if he can't buy auction houses anymore, he'll at least be selling people for a subscription.

Following COVID and foreclosure moratorium, Aaron started aggressively buying new construction for rentals. When you lock in a new construction, you don't get it delivered to you for five or six months. Which is great when there's an increasing market, as the house will be worth more when it is delivered. 

Finding new construction is as simple as if you see a development getting built, you pull in there even before the sales office is up and you ask them who the builder is and they tell you, and you call that builder and say, I want to buy a house over there.

He adds that the lower end ones make good rentals, the higher end ones don't. So, go see the ones that you think are going to be good cash flows. He continues that he loves the pace of foreclosures and the deal of foreclosures, but it's not going to be his only focus. A year and a half ago, it was the biggest part of his strategy, and now it'll be one of his strategies.

Talking about things that could have accelerated his journey, he says that knowing your why, knowing your goal and keeping your eye on it and combined with that, finding mentors and people that have been there first would have been greatly helpful.

Key Quotes:

  • “Don't think about the stuff that went wrong last year. Think about the stuff that went right, think about how you made the most of it because the highlight reel is that special part of it…”—Aaron Amuchastegui. 
  • “Maybe someday we'll get to say like, Aaron really prepared his kids where they could live with that, but they're choosing to hang out with them instead…”—Aaron Amuchastegui.
  • “If I didn't come from a loving father, that a loving father must come from me…” –Casanova Brooks.
  • “One of the biggest secrets is both people wanting to do better and sticking through some wild, tough times…”—Aaron Amuchastegui. 
  • “We were making so much money, but nobody taught us what it was like to have money…”—Aaron Amuchastegui.
  • “When you're struggling and you're barely making any money, you're a team, you and your spouse, you guys are a team…”—Aaron Amuchastegui.
  • “We're so inundated with the struggle of this part, but we don't really think about the overall picture, is that we're really building our roots going through these hard times…” –Casanova Brooks.
  • “I was making bad decisions and did not realize that the impact of my bad decisions could be so significant…”—Aaron Amuchastegui.
  • “If we would have had a more set thing off, this is why I want to get successful. This is why I want to have money. And when I get money, this is what I'm going to do. We wouldn't have, we wouldn't have wasted it later…”—Aaron Amuchastegui.
  • “Beginning of 2012, 2013, we had over a million dollars in cash just sitting in a bank account and near the end of that year, we didn't have any anymore…”—Aaron Amuchastegui.
  • “It takes time before you can get your head on shoulder and the trauma, like the trauma, has to go down a little bit before you can focus on what's next…”—Aaron Amuchastegui.
  • “We got this mindset of memories over things, if we ever get another chance, it's memory over other things…”—Aaron Amuchastegui.
  • “Auction is a little risky in the fact that you got to do your homework. Not all of them are a good deal…”—Aaron Amuchastegui.
  • “The new mindset was instead of short cash, let's set for life…”—Aaron Amuchastegui.
  • “A man isn’t a man, unless he has gone bankrupt a couple of times in his life…”—Aaron Amuchastegui.
  • “I think I've been to zero about three times. If you count the time in my twenties and hopefully now it's just creating legacy instead…”—Aaron Amuchastegui.
  • “Really know your ‘whys’ and your goals and where you want to be…”—Aaron Amuchastegui.

Links/Resources:

Help us out?

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DNRE81 - Casanova Brooks: Seven Ways to Generate Seller Leads

DNRE81 - Casanova Brooks: Seven Ways to Generate Seller Leads

June 25, 2021

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Here’s a snapshot of a few things I talked about…

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  • Utilizing Funnels.
  • Create Seller Content.
  • Utilize Remarketing Campaigns.
  • Find a Niche.
  • Client Appreciation Parties
  • Focus On Expireds and Cancels
  • Do Circle Prospecting

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In This Episode You’ll Learn:

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In this episode, Casanova talks about the seven ways that you can start generating seller leads, qualified leads in this market in 2021 and beyond.

Number one, make sure that you're utilizing funnels. That's going to make sure that they convert, and you don't just get a whole bunch of looky-loos. 

Number two, make sure that you're creating seller content. Make sure you're creating content that they're going to find valuable. And they're going to see you as the go-to expert. 

Number three, make sure that you are utilizing remarketing campaigns. Why? because the more that they see you, they see your content, they see your face, the more that they're going to think of you when it's time for them to sell. And then probably you're going to get the buyer as well because everybody has to move somewhere. And even if they're not moving into your area now, because you've earned their trust, you could probably get a referral off of that.

Number four, make sure that you specialize in something different. It doesn't have to be your main thing, but make sure you can talk new construction, or you can talk investing, or you can talk foreclosures, whatever it might be that helps to differentiate you from the pack. 

Number five, make sure that you host client appreciation parties. It can all go hand in hand, but the whole focus for you is you want to create experiences, bring in some of your real estate partners as well, to let whoever that seller is known and potential sellers and even potential buyers that you have a team of experts around you. 

Number six, make sure that you focus on expired and cancels, but don't just do the ones that have expired in the last month or two, make sure that you go three to five years because those are the people who, they're seeing in the market and they really want to sell, but they're a little bit gun shy.

Last but not least make sure that you do circle prospecting. You can make phone calls, or you can do door knocking, but those are the people who they're seeing their neighbors just sold. And they're seeing that they sow 10, 20, $30,000, some even $50,000 over list price. And they're thinking wow, our house is a lot better than their house. We've done a lot more updates than their house. We have more bedrooms in their house. We should be able to sell as well. And because you put the seed in, and because you were the one who asked, you're the one who was going to get that listing.  

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Key Quotes:

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  • “If you don't have a way to be able to drip on them and more importantly, convert them into a, just a looky-loo or a prospect into a buyer or a qualified lead, then you're losing a lot of the battle…”
  • “There are many different funnel platforms out there, but make sure that you're utilizing funnels…”
  • “So, when you're in a niche, people know this is who you go to for that specific area…”
  • “A lot of the time, they just want the information people to want to be in the know…”

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Links/Resources:

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Help us out?

If you enjoy our podcast, please head over to Apple Podcasts and leave us a 5-star review. By doing so, you enable us to reach more people.

DNRE80 - Taylor Welch: Eight Figure Business Growth

DNRE80 - Taylor Welch: Eight Figure Business Growth

June 23, 2021

Here’s a snapshot of a few things we talked about…

  • Who is the Clark Kent, When It Comes to Taylor Welch? [00:01:19]
  • First Business That Taylor Created with Six Figure Potential [00:04:23]
  • If He Started Over Again, Will He Still Start with Freelance Copywriting? [00:08:57]
  • When Did Funnels Come into Play for Him? [00:13:10]
  • Does He Still Focus as Heavily on Emails as He Did Before? [00:15:29]
  • If Someone Has a Product to Sell, What Should be Their First Step? [00:16:40]
  • What Does the Process of Launching a New Business Look for Him? [00:17:43]
  • How To Analyze and Find Out if Something is Worth Your Time? [00:19:31]
  • Why Did He Decide to Get Out of the Webinar Game? [00:22:22]
  • Low Ticket vs. High Ticket Model [00:24:41]
  • His Businesses That Are Based Off of People Versus Based Off of Products? [00:27:27]
  • Why Did He Decide to Partner Up with Chris Evans? [00:29:36]
  • Is Taylor Still Mentorship Heavy? [00:30:51]
  • Is Taylor Inspired by Any of the New Success Coaches? [00:32:26]
  • Does He Consider Himself a Generalist? [00:36:28]
  • Does He Think Jeff Bezos is a Specialist? [00:38:50]
  • How Many Books Does He Read? [00:40:21]
  • How Does He Filter Which Content to Consume? [00:42:20]
  • Does He Use Pen and Paper or is Everything Electronic? [00:44:45]
  • Books He Would Recommend to Someone Starting Out and Best Book That He Has Read in 2021 [00:45:41]
  • One Thing He Wishes He Had Implemented Sooner to Accelerate His Journey? [00:47:56]
  • His Advice for People Looking to Take Action [00:52:06]

 

In This Episode, You’ll Learn:

In this episode, Casanova and Taylor talk about his journey and how Taylor was able to build six, seven, and eight figure businesses. 

Growing up, Taylor wanted to be in and work in church. When he achieved it, he didn’t like it. For him, building these companies, he didn't grow up as an entrepreneur. He didn't grow up wanting to sell stuff. 

Now, with businesses set to make close to nine figures, his journey has been a wild ride. He believes in learning to appreciate yourself and appreciate the game in a way that's not outcome specific or outcome based. 

He adds that with time you want to graduate to a space where you were playing the game for the love of the game and the rings are fun. Behind the scenes, you just probably find him showing up to work every day because he’s addicted to it, because it's fun.

Cas adds that we all had big dreams and big ambitions, and we didn't necessarily know that we were going to have to create the path, but we learned it along our journey.

Talking about the first business that Taylor created, he shares that it stemmed off of him helping his wife with some marketing for her hair stylist business. He started with the vision of replacing what he was making a month, while working at a real estate business. 

What got me in the game was writing copy freelance. He developed a skillset for salesmanship and paid quite a bit of money at the beginning through mentorship. From 2014 into 2015, his business grew exponentially.

Then he met his business partner, and they started the agency that became known as Traffic and Funnels in September of 2015. By January 2016, they had hit six figures. From there, they built the team out, then built sales mentor, then built a real estate company.

If he had get started over again, Taylor said that knowing what he knows now, he would still learn copy, but he would probably skip past the whole, doing the copywriting for other people.

Taylor became good at copywriting after he purchased the Copy Hour course, where he had to write a direct response sales letter by hand, every day. He adds that there's no other skillset like that, if you have the ability to put together phrasing and persuasion, and do it in a way that's written.

One thing that he would change was to write copy for his own business, instead of other people. He further adds that the agency model is going to last, and if you start an agency, you're going to probably have good income for a really long time, if you use your marketing skills for your own business.

Taylor was introduced to funnels after he bought the Infusionsoft software. He then branded himself as the Infusionsoft copywriter, and this made him job a whole lot easier. Funnels gave him a higher percentage of success.

In hindsight, Taylor says that he was in the flow with where the market was headed, accidentally. It wasn't strategic. 

When he stared emailing sales letters, that got his percentage up.  Nowadays, they don’t rely heavily on emails, and use everything. They use email now as more of a facilitation tool, not as direct response anymore.

For somebody who's just getting started, it depends on the risk profile of that person and their financial standing, when it comes to the first hire. Their process of launching new businesses starts with the research. 

He adds that the amount of marketing finesse we have to demonstrate in Traffic and Funnels is really high. The first thing to do is that you want to not only find the pain point, but you also want to find a pain point that's not already drenched in other solutions.

To figure out if something is worth your time, you can do a competitor research and do a competitor analysis. Sometimes there are solutions, but the solutions aren't good. Like for instance, people aren’t selling two-steps on Twitter, the way they are on Facebook. 

Two-steps is one of the easiest ways to pick up momentum because people are going to read that post and they would want it. So, you validate that attention, get a little bit of momentum, and then take it to a messenger combo, take it to a sales call.

Taylor adds that they gave up on webinars because they liked the idea of building a customer list, more than we liked the idea of building a lead list.  Talking about low ticket vs. high ticket market, Taylor recommends sticking to the high ticket. He says that it a whole lot easier and it's a lot faster.

He adds that theoretically and practically, it is a little bit easier to get started on the high-ticket side, but some people don't want it. They’d rather have a lower touch and a little bit of distance between them and the customer, and that's fine too.

As of now, they sell information via products. They don't have any like typical e-commerce slash retail type of brands, but this partner Chris wants to get into that. They’ve had a great partnership, and maintained healthy communication through the years.

Taylor adds that Chris brings things that he doesn't have in terms of strategy and launching things fast. And he has things that Chris doesn't have, and so it's just been a good partnership and they're just kind of open-handed with it.

Although he started mentorship heavy, Taylor doesn’t work with mentors anymore, other than a mindset coach. It's important for him, especially over the next few years to find people that he could just completely and totally empower to call him out.

Talking about their real estate endeavors, they not in hedge fund territory yet, but they're quickly approaching the REIT territory and putting together syndication deals.

Taylor says that he wants to be learning new things. he wants to be making sure he is in new zones because that's what keeps him excited, that's what keeps him fresh. Lately, his challenge has been to learn one thing to mastery than backfill himself.

Taylor doesn’t consider himself a generalist and the skillset for him would be people and mobilization. The world is also changing the way that specialization works. There's riches in specializing in certain problems and solutions.

Taylor likes to read a lot and when he has a book or is reading about a new skillset or about a person, consuming some form of information, it is in perfect alignment with who he wants to be and his identity.

When he is ready a book, he likes to highlight the important stuff, and later, compile them on Evernote. He further adds that it's not necessarily deciding which things to implement versus which things to not. It's more so deciding when to implement, because you want to implement all of it. 

Talking about the ten books that he reads, he said that the material inside of these books and these book notes is something that he knows that he’s going to be working out of his system. And he got to get them back in.

Taylor further adds that constraints thinking, as mentioned in The Road Less Stupid, had he learned about it few years earlier, they could be even further ahead. On the subject of the voice of self-doubt in the head, Taylor said that it is a part of the process of being human. 

There's nothing wrong with you for having that voice. The response you have to that voice will determine whether you stay where you are or whether you ultimately transcend it to the next level.

Key Quotes:

  • “So many people were playing the game to get something…” –Taylor Welch.
  • “You got to grow to a position and a stature in life where you outgrow the behavior of the past…”–Taylor Welch.
  • “That's what life is all about is obviously, you know, re-strategizing, re-optimizing and then going at it again…” –Casanova Brooks.
  • “That's where I started, dude, $800 a month apartment, writing copy for like some of my clients for free at the beginning and just grew day by day…”–Taylor Welch.
  • “I do think copywriting is the most versatile skill in the world. I don't think there's any skill set that's quite like it…”–Taylor Welch.
  • “If you can put words down on paper that makes people give you money. I mean, dude you're set for life…”–Taylor Welch.
  • “I recognized very early, I have to nail a sales letter, like 95% of the way for it to work. But if I can get them onto an email list, I don't have to nail every email; I just have to nail one out of 20…”–Taylor Welch.
  • “[Email is] just one milestone on the customer’s journey to get them onto a phone call or to get them into a Facebook group, or, you know what I mean, like it's facilitating the next step…”–Taylor Welch.
  • “It's all research for the first part. And it's identifying the problem in the market that people are either underserved or not served at all, or there's not a dominant player in the market…”–Taylor Welch.
  • “The two step, it's just acting as the facilitator for the next step…”–Taylor Welch.
  • “For a lead it's somebody who just gives their email potentially but for a customer, it's somebody who gets on the phone with you…” –Casanova Brooks.
  • “The higher you go, the easier it gets because they're typically a higher caliber type of clientele…”–Taylor Welch.
  • “I have a lot of great relationships who are, you know, I would be considered poor to them. And those are always really nice because I'm like, oh man, there's a long way for us to go. We're not there yet…”–Taylor Welch.
  • “Those are the trendsetters. Those are the truth tellers. Those are the market definers. And that's who I think all of us should one day, aspire to be….”–Taylor Welch.
  • “If you're going to compete with a specialist and you're a generalist. You're probably gonna lose to this specialist…”–Taylor Welch.
  • “You can specialize in that one skill set, but just make sure that it's something that's broad enough that we crossover to multiple industries…”–Casanova Brooks.
  • “Some people just use Facebook instead of Evernote, and that's where they get all messed up is Facebook's not designed to help you. It's designed to addict you…”–Taylor Welch.
  • “Constraints is like, you know, you basically take the problems you're trying to solve in your life. And you begin removing all of the strategies that would make it easy…”–Taylor Welch.

Links/Resources:

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DNRE79 - The Power of Dreaming

DNRE79 - The Power of Dreaming

June 18, 2021

Here’s a snapshot of a few things we talked about…

  • My Wife Has the Hardest Job.
  • A Wealthy Family Must Come from Me. 
  • The Color of Socks Can Tell a Lot About a Person.
  • Your Brand Will Live Forever.
  • You Don’t Get a Second Chance to Make a First Impression.
  • Be the Lord of Your Land.
  • Not the ‘Why’, but the ‘What’ and the “How’.

In This Episode, You’ll Learn:

In this episode, Casanova and Steve from www.sharppodcast.com talk about Cas’ childhood, his family, how that inspired his journey, and how he got started in the Real Estate business.

Cas believes that his wife has the hardest job, taking care of their two kids and managing a daycare center. Steve adds that being a dad is quite empowering. When you become a dad, you just start learning again.

Cas recalls growing up without a father and how that shaped his mindset towards his children and family. He added that he started believing that if he didn't come from a loving father, a loving father must come from him. 

Steve thinks that the color of socks that one has on can tell you a lot about a person. If one has uniform colors, it suggests that attention to detail is high on their agenda. Cas adds that he is pretty uninformed, it is black or white, but as for the company colors, they are blue and orange. 

Cas understood early on that his brand was the thing that's going to live on, no matter what. So, at the end of the day, it was all about how does he look, how to articulate himself? He always wanted to make sure that he could stand out from the crowd.

One of the things that Cas learned early on was that you do not get a second chance to make a first impression. 95% of the time you can judge a man by two things. Number one is their timepiece, and number two is the shoes that they have on their feet.

It doesn’t mean you have to put on extravagant or expensive suits, shoes or watches, it could just be a nice, fitting shirt. It tells a lot about that person's character and what they feel about themselves.

Growing up with the lack of financial resources, it always gave him the inspiration that one day he wanted it. When he was exposed to network marketing, it laid the foundations of becoming a millionaire or becoming a person that had the confidence in his abilities to make whatever dream that he had, become a reality.

After reading books like Millionaire Fastlane and Rich Dad, Poor Dad, he realized that he was trading his time for money. So, he started to figure out what are the ways that he did not have to trade time for money. 

Cas’ journey into the world of real estate started after he came across a YouTube video and a guy had said, ‘you got to find a way to be the Lord of your land’, because he or she who owns the land, makes the rules.

Although he didn’t have any resources to get started as a realtor, he knew the basics of building relationships and serving other people. He knew that real estate was going to build his foundation, but real estate was never his ‘why’, it was just his ‘what’ and his ‘how’.

To figure out what his ‘why’ was, he started Dream Nation, because at the end of the day, everything starts with a dream. He wanted to help other dreamers escape the 40-40-40 cycle and live their dreams. 

Key Quotes:

  • “There's something quite empowering about being a dad and finding your way with that…” –Steve O’Neil.
  • “If I didn't come from a wealthy family, that wealthy family must come from me…”– Casanova Brooks.
  • “Joy wouldn't feel so good, if it wasn't for a little bit of adversity…”– Casanova Brooks.
  • “If someone is successful, it's because they're confident and they get their confidence because of the way that they show up every single day and the way that they show up every single day has a little bit to do with their parents…”– Casanova Brooks.
  • “I don't believe that any dream is smaller or bigger than anyone else's dream, and so I tried to create something that was bigger than me, which is Dream Nation, and the goal is to inspire everyone to live a life by their design, no matter what their dream is…”– Casanova Brooks.

Links/Resources:

  • Rich Dad Poor Dad – Robert Kiyosaki
  • Go For No – Richard Fenton and Andrea Waltz
  • The Millionaire Fast Lane – MJ Demarco

Help us out?

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DNRE78 - Jess Lenouvel: Scale Up Your Real Estate Business through Marketing and Automation

DNRE78 - Jess Lenouvel: Scale Up Your Real Estate Business through Marketing and Automation

June 17, 2021

Here’s a snapshot of a few things we talked about…

  • Who is the Lois Lane behind Ms. Jess? [00:01:06]
  • How She Was Able to Start Building Systems, Even Though She Didn't Want to Be in The Public Spotlight? [00:03:45]
  • What a Day in The Life Looked Like When She was Trying to Find Ways to Give Value? [00:08:37]
  • Jess’ Advice for New Real Estate Agents Looking to Get Listings [00:11:04]
  • How Can Real Estate Agents Get People to Notice Them? [00:15:07]
  • When Did She Decide to Go the Automation Route? [00:18:55]
  • Should You Use Your Personal Page or The Business Page to Interact with Clients? [00:24:24]  
  • Can An Agent Become a Top Producer in Today's Market Without Getting in Front of The Camera? [00:26:30] 
  • Do Real Estate Agents Have to be on All Social Media Platforms to Succeed? [00:29:37]
  • What Separates the Average from the Great Agents? [00:32:30]
  • One Thing She Would Change, or Wishes She Knew that Would Have Accelerated Her Journey? [00:36:55]
  • Should Every Realtor Be Identifying Themselves First and Foremost as a Marketer? [00:38:36] 
  • What Helped Her Start Identifying as a Marketer? [00:39:46]
  • Her Advice to Help People Take Action [00:41:54]
  • Best Piece of Advice That She Has Ever Been Given? [00:43:25]

In This Episode You’ll Learn:

In this episode, Casanova and Jess talk about how you get more listings so you can have more control over your time.

As a person, Jess is naturally introverted, but she built her business and her brand by owning the fact that she is an introvert. This has allowed her to be the superhero version

For Jess, it was never about not wanting to be in the public spotlight, but rather the realization that she can’t do everything herself manually to build her business. She built her business by having conversations through Facebook classifieds and Facebook messenger and building those relationships, giving a lot of value.

By showing up as who she really is, she was able to figure out human psychology, and how to actually influence people, and then using that on different platforms. Initially, she started educating people about the real estate process, and why having a real estate agent was valuable. 

After she met her husband, they decided to automate a lot of things and that allowed them to go from the six to seven figures quickly and in a way that was actually predictable, consistent, sustainable.

For new Real Estate agents looking to get listings, she recommends niching down. Find out about the people you are looking to speak to, whether it's upsizers or downsizers. 

Jess adds that one of the most important things from a human psychology standpoint is the best marketing out there. It is being able to articulate what's in the back of your ideal client's head better than they can.

She says that people aren't looking for the number one agent—they are looking for someone to who they feel connected to. You want to give them the emotional connection first, and then you can back that decision up with logic, more value, and education. 

When you launch a campaign, make sure that it's working organically first, before you put any money behind it. Go out and actually find those people, don't wait for them to come to you.

A great opportunity to actually stand out from the rest of the crowd is by creating a process or a methodology that is a systematic approach to making sure that all of your clients are successful. What you want to do is that you can create a guide. It can become your listing presentation.

The thing that really differentiated Jess and allowed her to be so much more successful than a lot of the agents in marketplaces is that she started looking at what was working in other service-based industries and started testing them in the Real Estate industry. 

She further adds that what happens once you get that lead that actually really matters. That's where the emails and the retargeting and the social media and all of that stuff becomes really important. 

Jess believes that you should use both your personal page and the business page to interact with your ideal clients. For agents looking to make an impact, you are cutting your foot off, if you're not willing to get on video.

For real estate agents who are worried about not being on multiple social media and networking platforms, Jess suggests that they're better off doing one or two really well than trying to be everywhere. The choice of platform depends on where your ideal client live online and spend time?

Jess further adds that coachability and being able to move quickly is what separates great from average agents. She says that speed of execution and coachability are really important. 

Cas points out that the cool thing about it is social media has given you access that you wouldn't have had before. Nothing really has to be cold anymore.

Jess’ business really exploded, when she made the decision to stop identifying as a realtor and starting really, to think of herself as a marketer. That’s something she wishes she had come to that conclusion sooner. 

She thinks that every realtor should be identifying themselves first and foremost as a marketer. She adds that if she'd figured out the marketing piece earlier on, and understood the importance of it, some of those struggles wouldn't have been there.

When Jess started just looking at what other really successful agents were doing, she found that they really focus on and reinvest back into their marketing. This helped her flip the switch. 

She accentuates that for people looking to take action, belief in yourself is something that you really need to harness first. It matters what you think. If you think that you can do it, then you can, and if you think that you can't do it, then you can't.  

Key Quotes:

  • “Finding ways to work around the way that I naturally am and what actually makes me happy on a day-to-day basis…”
  • “I used to call it prospecting from my PJs. So, I would sit on my couch, you know, with a cat next to me, like, I was like my perfect introverted self, and I sat on my computer, and I built relationships and I had conversations and I felt okay in that situation…”
  • “All sales ever is, is current situation and desired situation, and you become the bridge between the two…”
  • “People make decisions emotionally first, and then we back the decisions up with logic…”
  • “Build up your personal Facebook profile, build up your personal Instagram in a way that is full of your ideal clients…”
  • “You create a piece of content that like absolutely kills it, why wouldn't you use that as an email as well?”
  • “I would rather spend more money converting the leads that I have, than trying to just get more and more…So, the idea of bigger, of deeper, rather than wider…”
  • “An influencer wants once larger audience and entrepreneur wants to be able to make money from the audience…”
  • “You want to make sure, and you want to be training your audience so that you are that number one name, when someone thinks real estate, they think [about] you…”
  • “Instagram stories are such a good place to get used to being on camera because they're short, they're sweet, they're informal and they disappear in 24 hours…”
  • “If you're working with downsizers, you're going to be on Facebook. If you're working with upssizers, chances are they're going to be Instagram and Facebook…”
  • “It comes down to knowing who your ideal avatar is…”—Casanova Brooks.
  • “Success loves speed…”—Casanova Brooks.
  • “If you're not a good marketer, you don't have enough people to sell real estate to…”
  • “I really believe that we all have a little fire in us…”
  • “Fail forward—don't be afraid of failure. Failure is just data, that you then get to use to iterate…”

Links/Resources:

  • https://www.instagram.com/jesslenouvel/

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DNRE 77 - Casanova Brooks: 3 Keys to Successful Selling

DNRE 77 - Casanova Brooks: 3 Keys to Successful Selling

June 11, 2021

Everybody is a salesman, and everyday we are selling something even if we’re not aware. Selling doesn’t only apply with offering products or services in exchange of money. It can also mean selling yourself or selling ideas to people to convince them about things that you’re aware of. And if you want to successfully persuade people what what you are selling, you have to be confident, you have to be credible and you need to make sure whatever it is that you offer adds value.

DNRE 76 - Jane Bond: The Business of Luxury Real Estate

DNRE 76 - Jane Bond: The Business of Luxury Real Estate

June 9, 2021

Ever wonder how one becomes a successful agent in the luxury market? What does it take to become a real estate agent for the ultra-rich and self-made millionaires? Where can you find these high-end properties and how can you get these customers to entrust their properties to you?

 

For this episode, our guest Jane Bond will share with us how she paved her own way to the luxury real estate market and how you should deal with your wealthy clients to get them to work with you especially if you are an agent that’s new to the market.

 

Jane is principal of The Bond Agency, who generally works for individuals in the high net worth community, which includes celebrities, entertainers, and professional athletes. Coming from different fields such as finance, entertainment, interior design, international travel, Jane is now a real estate agent based in Naples, Florida. 

 

Here’s What You Missed

Customer service in real estate

  • “I'm the one that stands by my customer service. That's who makes me and my team who we are.” (05:46)
  • “My job is to get the ball over the net, negotiate that deal hands down, make sure they're happy with it, make sure they got exactly what they want and peel everything. Peel that onion back before we even get started.” (07:13)
  • “A lot of agents out here are fearful of speaking to their customers, no matter what level they're on, about who they are and what they want to achieve and being very straight and honest with them.” (07:31)
  • “It takes time. It takes understanding. It takes knowing who that customer is.” (45:21)
  • “If you don't understand that we're in a customer service business, then you're not in the right business. Customer service means everything to these people because they can pay for it. So if you're not going to deliver, they're looking for the person that will deliver.” (45:29)

 

Agents staying on top of their clients

  • “I don't work for you. I work with you. We're partners on this deal. My job is to get this. You hire me for a reason, and that reason is to close the deal.” (08:33)
  • “The agent should control the transaction because they're the ones that's going to get the ball over the net for you. As long as you're happy with the number, we'll take care of the rest.” (10:09)

 

Dealing with utra wealthy customers

  • “...when you deal with a high level or ultra wealthy customer, you have to meet them there. And if you can't meet them there, you're going to have problems from the start because you're being judged from the day or the moment you step into their lives.” (11:03)
  • “You better know what you're doing. You better know what you're talking about.” (11:18)
  • “I always tell agents, when you show up, you have to show up properly.” (44:41)

 

Getting in the luxury real estate market

  • “...when they talk about breaking into the luxury market, it's not something you break into. You grow into that because if you don't know that type of client, you don't have that circle.” (12:20)
  • “No one gave me a position. I created this position.” (12:38)
  • “Agents, start where you are and you're going to, you can't do anything but grow.” (24:40)
  • “I tell agents too, don't break the bank trying to be who you're not or what you can't afford. The basics work. Just put the basics together the right way.” (47:35)

 

Responsibilities of agents in the market

  • “I always share with agents you have to be enthusiastic about selling your property.” - Jane (17:02)
  • “All of these things matter because as a listing agent, you become a marketeer. You have to be able to market their property.” (21:30)
  • “I feel like as a listing agent, we're the hunters we go out there and we pumped.” (23:54)
  • “You need to be able to pivot or shift when you have certain customers in your company and you need to know that you've got to close the deal no matter what.” (54:28)

 

Create wealth through real estate

  • “Once you're engrossed in this business and you know what you're doing, and you're making money, it's time for you to turn the tables and start buying the real estate for yourself to create generational wealth.” (53:03)
  • “Hopefully if you have family, you're having that conversation on financial literacy and really understanding what it means to build wealth.” (53:16)
  • “I only know pretty much one way to build wealth and that's definitely real estate.” (53:27)

 

Just Do It

  • “You got to believe in yourself. You got to know that you can do this. You got to step out there into the fire. Because if not, how will you know? Those are the regrets. If you want to do something, do it.” (58:40)
  • “Anything I ever thought I wanted to do, I did. If it didn't happen, I did the next thing that I wanted to do.” (59:13)
  • “The only person that can make this happen for you is you.” (01:00:11)
  • “It's all about being proactive to what you want in your life and just keep moving forward and making sure you can do this.” (01:00:24)
  • “You gotta be strong enough to knock that doubt off your shoulder and just do it.” (01:00:44)

 

Quotes and Advice from our guest:

  • “Time is of the essence for some people.” - Jane (22:43)
  • “Luxury comes at all different levels. Luxury is an experience.” - Jane (23:06)
  • “I always say something is better than nothing.” - Jane (28:55)
  • “Today people think we have a housing crisis. No, we have a health crisis.” - Jane (33:13)
  • “...luxury is about the experience you give to people.” - Jane (46:47)
  • “Your confidence grows as you experience things in life.” - Jane (51:12)
  • “The best thing about this business is to grow into it because once you grow into it and nobody can take it away from you, nobody can tell you you don't know your business.” - Jane (57:30)

 

Books, Mentions, and Links:

Jane Bond 

Instagram

LinkedIn

How to Land Your First Million Dollar Listing

DNRE 75 - Casanova Brooks: 5 Things to Know Before Investing in Real Estate

DNRE 75 - Casanova Brooks: 5 Things to Know Before Investing in Real Estate

June 4, 2021

When you start doing things you know you want to do, you should not be a stranger to the things that will come with it. And when it comes to real estate investing, there are things you ought to know to avoid problems early on, or if you encounter them, you’ll know how to resolve them. This includes your responsibilities as a landlord, the credibility of your tenant, your cash flow and expenses, and the processes before, during, and after the occupancy of your property, that will ensure your business to be in great shape.

DNRE 74 - Edna Keep: Build Wealth Through Multifamily Properties

DNRE 74 - Edna Keep: Build Wealth Through Multifamily Properties

June 2, 2021

Ever since the pandemic started, almost every business slowed down that even the real estate market got hit. But unlike every other real estate niche, multifamily real estate could be considered as one of the least affected in the market as people will always need a place to live.

 

For today’s episode, find out with our real estate investing guest, Edna Keep, who and what you need to grow, scale, and maintain your net worth through investing in multifamily properties.

 

Edna was a former financial advisor who sold her practice after getting into real estate. She is known to be an expert in raising capital and other people's money. She now shares her proven process with others through coaching.

 

Here’s What You Missed

Why real estate?

  • “A few of my clients had pointed out that the biggest part of their net worth came through the real estate they owned.” (05:46)
  • “Within 18 months of starting, we owned 50 doors. I got to 5,000 a month in cash flow and I knew then that I was selling my practice. So I sold my practice in September of 2009 and have not looked back.” (05:54)

 

Real estate partnerships

  • “...it doesn't always work out perfect with partnerships.” (08:38)
  • “We wouldn't be where we are today if we hadn't started in that way. Because we didn't have to do the day-to-day management, we could go on and build and by raising the capital for those deals.” (08:55)

 

Building your real estate team

  • “In real estate, especially if you go to any size, you can not do it by yourself. Like, you need all kinds of team members. You need your realtors to help you find your property. You need your mortgage brokers to help you fund it. You need your lawyers to help you close on it. You need your lenders. You need your private lenders.” (09:43)
  • “...you need inspectors, you need environmental, you need appraisers, you need property managers.” (10:35)

 

Educating people to invest in real estate

  • “I think, first of all, it starts, Casanova, with a mindset shift that people want to.” (14:22)
  • “It's a confidence shift that you can only build by really understanding what you do have and then practicing it.” (14:41)
  • “It's safe. I mean, it's not perfect. It's pretty secure.” (14:54)
  • “If you don't educate people, they don't understand how it works.” (15:39)

 

Impact of COVID-19 on real estate

  • “Multifamily hasn't been impacted as much by COVID as say retail and stuff like that because people still need a place to live.” (18:14)
  • “I think retail is going to continue to be hit hard because I think that there'll be a lot more people working from home because they've started to realize that it's good.” (18:21)

 

Why invest in Workforce Housing

  • “The places that we're buying are for workforce housing, and we think there's a really big need for workforce housing.” (19:39)
  • “There's a ton of work to be done to renovate the units, get through units up to snuff. But again, it's basic housing, so there's nothing fancy about it. It's just making sure that everything is running smoothly in the workforce housing, and areas that really cater to that workforce, too.” (20:25)
  • “A whole series of like lower-income jobs. These people will probably never qualify for a mortgage. Their incomes aren't high enough. So there's a really big need for workforce housing as well.” (20:44)

 

Finding a good property manager

  • “One of the things that you have to do in any area you're going to move into is find a good property manager.” (21:30)
  • “We usually start with referrals, maybe the realtor who we bought the deal through.”
  • “You've got to build that power team wherever you go. And once you have it in place, you can use it.” (21:38)

 

Investing in multifamily real estate

  • “I think your first step is to work with a coach that has a program that can teach you that because there's so much to know.” (25:01)
  • “With multifamily, there's more of a learning curve and trying to navigate that all by yourself.” (25:19)
  • “...a realtor's job is to sell your property. It's not to teach you how to run the numbers. It's not to teach you that the area is a good area. And they have a vested interest in selling to you, but not teaching you.” (25:42)

 

Quotes and Advice from our host and guest:

  • “...you need to find out what you're good at and then just debt compound on that.” - Edna (03:50)
  • “I love dealing with salespeople. You only pay them when they make a sale.” - Edna (10:59)
  • “We learned from every single deal.” - Edna (11:55)
  • “...everything is moving to multifamily and that's where people are going to have the security, at least they feel for the next 10 to 15 years as we recover.” - Casanova (19:09)
  • “It's all about the relationships.” - Casanova (22:11)
  • “...people need to have a desire. A real desire to change their life.” (28:19)

 

Books, Mentions, and Links:

Edna Keep

 

Robert Kiyosaki