1
00:00:02,060 --> 00:00:05,540
(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.) Welcome to the Business Credit and Financing Show.

2
00:00:06,020 --> 00:00:08,460
Each week, we talk about the growth strategies

3
00:00:08,460 --> 00:00:10,260
that matter most to entrepreneurs.

4
00:00:11,020 --> 00:00:13,600
Listen in as we discuss the secrets to

5
00:00:13,600 --> 00:00:16,400
getting credit and money to start and grow

6
00:00:16,400 --> 00:00:17,240
your business.

7
00:00:17,440 --> 00:00:19,820
And enjoy as we talk with seasoned business

8
00:00:19,820 --> 00:00:22,680
owners, coaches, and industry leaders on a variety

9
00:00:22,680 --> 00:00:25,700
of topics from advertising and marketing to the

10
00:00:25,700 --> 00:00:28,140
nuts and bolts of running a highly successful

11
00:00:28,140 --> 00:00:28,720
business.

12
00:00:29,020 --> 00:00:31,340
And now, to introduce the host of our

13
00:00:31,340 --> 00:00:35,300
show, financial expert and award-winning author, Ty

14
00:00:35,300 --> 00:00:36,040
Crandall.

15
00:00:36,640 --> 00:00:37,860
Hello, and thanks for joining us today.

16
00:00:37,940 --> 00:00:39,740
I'm super excited you could be here because

17
00:00:39,740 --> 00:00:42,360
today we're talking about really how to succeed

18
00:00:42,360 --> 00:00:44,340
in the game of mortgages.

19
00:00:44,420 --> 00:00:46,280
So look, more than likely you own a

20
00:00:46,280 --> 00:00:48,000
home or want to own a home.

21
00:00:48,260 --> 00:00:49,360
And there's a lot of things you should

22
00:00:49,360 --> 00:00:51,240
know when it comes to mortgage lending to

23
00:00:51,240 --> 00:00:52,620
be able to get the best deal, to

24
00:00:52,620 --> 00:00:54,360
be able to find the best property, to

25
00:00:54,360 --> 00:00:56,880
be able to get the best outcome of

26
00:00:56,880 --> 00:00:58,720
owning a home and possibly getting in it

27
00:00:58,720 --> 00:01:00,060
the right way and getting out the right

28
00:01:00,060 --> 00:01:00,280
way.

29
00:01:00,280 --> 00:01:01,500
And a lot of it comes down to

30
00:01:01,500 --> 00:01:01,820
financing.

31
00:01:01,920 --> 00:01:03,060
So this is what we're gonna be diving

32
00:01:03,060 --> 00:01:04,099
into right now.

33
00:01:04,260 --> 00:01:05,360
With us is Brian Decker.

34
00:01:05,480 --> 00:01:07,740
Now, Brian's a serial entrepreneur who began his

35
00:01:07,740 --> 00:01:10,820
mortgage career back in 2004 after earning a

36
00:01:10,820 --> 00:01:13,780
business finance degree from Biola University.

37
00:01:14,000 --> 00:01:15,900
Now, by 2011, he was among the top

38
00:01:15,900 --> 00:01:18,940
10 loan officers in the nation and later

39
00:01:18,940 --> 00:01:21,440
led loan officer teams at two publicly traded

40
00:01:21,440 --> 00:01:21,840
firms.

41
00:01:22,180 --> 00:01:25,040
In 2019, he founded Modern Learning, his own

42
00:01:25,040 --> 00:01:25,780
mortgage bank.

43
00:01:25,880 --> 00:01:28,540
Now, Brian's dedication to ethical lending earned him

44
00:01:28,540 --> 00:01:31,120
recognition as one of the top 10 influential

45
00:01:31,120 --> 00:01:33,020
mortgage professionals in the US.

46
00:01:33,400 --> 00:01:36,220
He's also co-founded Soar Energy, an AI

47
00:01:36,220 --> 00:01:40,500
-driven energy efficiency company with Tarek El Moussa

48
00:01:40,500 --> 00:01:42,500
and Shelby Ellis as well.

49
00:01:42,860 --> 00:01:44,800
In the cryptocurrency space, Brian has educated over

50
00:01:44,800 --> 00:01:48,460
50,000 learners, helping many significantly grow their

51
00:01:48,460 --> 00:01:48,780
wealth.

52
00:01:49,140 --> 00:01:52,120
His crypto account skyrocketed from 500,000 to

53
00:01:52,120 --> 00:01:53,960
7 million in just 18 months.

54
00:01:54,100 --> 00:01:55,380
So just a little bit about that.

55
00:01:55,720 --> 00:01:57,200
Okay, and as an investor, he owns a

56
00:01:57,200 --> 00:02:00,140
diverse portfolio including apartments, Airbnb, and a partnership

57
00:02:00,140 --> 00:02:02,800
with Ryan Preneta, as well as the Pold

58
00:02:02,800 --> 00:02:04,400
Discovery Beach Club.

59
00:02:04,520 --> 00:02:06,440
Now, today, Brian aims to inspire others to

60
00:02:06,440 --> 00:02:08,979
build generational wealth through his podcast, through his

61
00:02:08,979 --> 00:02:12,900
masterclasses and speaking engagements, embodying the entrepreneurial spirit.

62
00:02:13,380 --> 00:02:14,760
Brian, thanks for joining us today.

63
00:02:15,120 --> 00:02:16,460
Hey, thanks for having me on, brother.

64
00:02:16,560 --> 00:02:17,460
I really appreciate it.

65
00:02:17,700 --> 00:02:20,160
Well, you know, you have such diverse knowledge

66
00:02:20,160 --> 00:02:22,140
in so many areas that we could, it's

67
00:02:22,140 --> 00:02:23,960
hard to know where to start with lending,

68
00:02:24,300 --> 00:02:26,200
but then we might jump into another, and

69
00:02:26,200 --> 00:02:27,560
I'm probably gonna have you back on the

70
00:02:27,560 --> 00:02:28,760
show because I know you're an expert in

71
00:02:28,760 --> 00:02:30,400
crypto amongst so many other areas.

72
00:02:30,580 --> 00:02:32,380
So congratulations, man, to all your success.

73
00:02:32,840 --> 00:02:34,540
Yeah, man, I appreciate that.

74
00:02:34,620 --> 00:02:35,900
I'm sure just like all of us, we

75
00:02:35,900 --> 00:02:38,600
kind of have that inner no stop in

76
00:02:38,600 --> 00:02:38,860
us.

77
00:02:39,040 --> 00:02:41,600
And so after 22 years, and as an

78
00:02:41,600 --> 00:02:43,320
entrepreneur, we always kind of find these little

79
00:02:43,320 --> 00:02:45,480
side tangents and you focus on them and

80
00:02:45,480 --> 00:02:47,460
they end up turning into something else, but

81
00:02:47,460 --> 00:02:49,700
finance and mortgage and real estate has really

82
00:02:49,700 --> 00:02:51,620
kind of been the backbone over the last

83
00:02:51,620 --> 00:02:52,380
20 years.

84
00:02:52,400 --> 00:02:53,960
And I feel like just in this space,

85
00:02:54,280 --> 00:02:55,320
you know, there's a lot of people that

86
00:02:55,320 --> 00:02:56,520
do it and there's a lot of people

87
00:02:56,520 --> 00:02:57,720
that have done it, but I think a

88
00:02:57,720 --> 00:03:00,200
lot of the, anytime you get advice from

89
00:03:00,200 --> 00:03:01,820
somebody, people have a tendency if they're in

90
00:03:01,820 --> 00:03:04,180
the space, the advice is self-fulfilling, where

91
00:03:04,180 --> 00:03:05,880
it's like, oh, okay, do this because I

92
00:03:05,880 --> 00:03:06,660
make money on it.

93
00:03:06,740 --> 00:03:08,100
And so really today, I just really wanna

94
00:03:08,100 --> 00:03:10,980
kind of provide people that unbiased opinion so

95
00:03:10,980 --> 00:03:12,600
that they can actually kind of really start

96
00:03:12,600 --> 00:03:15,160
educating themselves to make better informed decisions and

97
00:03:15,160 --> 00:03:17,120
give them some tips they probably definitely haven't

98
00:03:17,120 --> 00:03:17,520
heard before.

99
00:03:17,940 --> 00:03:19,700
Well, I wanna touch on both sides because

100
00:03:19,700 --> 00:03:21,480
there's part about getting the best mortgage and

101
00:03:21,480 --> 00:03:23,440
there's part about what you've done to build

102
00:03:23,440 --> 00:03:24,980
this and build the team that you built.

103
00:03:25,340 --> 00:03:26,620
So maybe if you don't mind, I'd like

104
00:03:26,620 --> 00:03:27,180
to start with Aaron.

105
00:03:27,440 --> 00:03:28,260
How do you do this?

106
00:03:28,320 --> 00:03:29,460
How do you go from, because you and

107
00:03:29,460 --> 00:03:31,180
I both know, there's a lot of mortgage

108
00:03:31,180 --> 00:03:32,620
brokers in the country, right?

109
00:03:32,680 --> 00:03:34,860
So how do you go from jumping in

110
00:03:34,860 --> 00:03:37,200
so quickly becoming one of the top in

111
00:03:37,200 --> 00:03:37,560
the country?

112
00:03:38,060 --> 00:03:40,020
Yeah, I think here's what it, in many

113
00:03:40,020 --> 00:03:41,800
spaces, we kind of all know this is,

114
00:03:41,920 --> 00:03:43,460
I think people first have to decide, is

115
00:03:43,460 --> 00:03:44,980
this a job or is this a career?

116
00:03:45,440 --> 00:03:47,320
So in the mortgage lending space, when I

117
00:03:47,320 --> 00:03:49,600
got back into it in 2004, you know,

118
00:03:49,620 --> 00:03:51,220
the market was really, really hot at the

119
00:03:51,220 --> 00:03:51,480
time.

120
00:03:51,780 --> 00:03:53,180
And so a lot of people had moved

121
00:03:53,180 --> 00:03:56,080
from like selling cars or debt consolidation.

122
00:03:56,180 --> 00:03:57,700
And they were just kind of moving on

123
00:03:57,700 --> 00:04:00,540
to whatever hot topic or what hot kind

124
00:04:00,540 --> 00:04:01,820
of the economy delivered to them.

125
00:04:02,140 --> 00:04:03,620
So they ended up just kind of always

126
00:04:03,620 --> 00:04:06,020
just going after refinances or just doing the

127
00:04:06,020 --> 00:04:08,080
bare minimum to make as much money as

128
00:04:08,080 --> 00:04:08,460
possible.

129
00:04:08,520 --> 00:04:10,260
And then when interest rates would go up,

130
00:04:10,540 --> 00:04:12,220
they would exit out of the industry and

131
00:04:12,220 --> 00:04:14,400
go sell something else and wait for mortgage

132
00:04:14,400 --> 00:04:15,579
rates to drop and kind of go back

133
00:04:15,579 --> 00:04:15,800
in.

134
00:04:15,839 --> 00:04:17,820
And so with my background, I mean, I

135
00:04:17,820 --> 00:04:18,980
wanted to become a CPA.

136
00:04:19,180 --> 00:04:21,000
So I graduated, went and sat for two

137
00:04:21,000 --> 00:04:22,220
parts of my CPA test.

138
00:04:22,300 --> 00:04:24,240
And so then I just decided I didn't

139
00:04:24,240 --> 00:04:24,860
really wanna do that.

140
00:04:24,920 --> 00:04:26,220
It was gonna take too long, truthfully, to

141
00:04:26,220 --> 00:04:27,460
make a lot of money in that space

142
00:04:27,460 --> 00:04:28,200
in public accounting.

143
00:04:28,780 --> 00:04:30,060
And so what I ended up really doing

144
00:04:30,060 --> 00:04:31,640
was, is because I had such a deep

145
00:04:31,640 --> 00:04:34,840
understanding of corporate structures and the way income

146
00:04:34,840 --> 00:04:36,340
flowed through on tax returns.

147
00:04:36,500 --> 00:04:38,020
And so what I really just decided was,

148
00:04:38,080 --> 00:04:39,100
I'm gonna make this a career.

149
00:04:39,200 --> 00:04:40,900
I'm not gonna just, even though real estate

150
00:04:40,900 --> 00:04:42,460
mortgage is cyclical, I'm gonna really kind of

151
00:04:42,460 --> 00:04:43,340
take a different approach.

152
00:04:43,880 --> 00:04:45,520
And so what I did was, is at

153
00:04:45,520 --> 00:04:48,380
a time is, I knew that I wanted

154
00:04:48,380 --> 00:04:49,400
to build a brand.

155
00:04:49,460 --> 00:04:52,020
And this was shoot back in 2007.

156
00:04:52,020 --> 00:04:53,800
So I started doing a lot of YouTube,

157
00:04:54,140 --> 00:04:55,920
started really educating and kind of was the

158
00:04:55,920 --> 00:04:57,720
first mortgage guy that actually built a brand

159
00:04:57,720 --> 00:05:00,320
from bought the domain, themortgageguy.com.

160
00:05:00,440 --> 00:05:01,480
I had billboards everywhere.

161
00:05:01,480 --> 00:05:03,820
And I kind of really created a realtor

162
00:05:03,820 --> 00:05:06,140
education on how to teach real estate agents

163
00:05:06,140 --> 00:05:08,060
to really grow their business and how to

164
00:05:08,060 --> 00:05:10,960
go after investors and how to educate investors.

165
00:05:11,080 --> 00:05:12,740
And so I took a different approach where

166
00:05:12,740 --> 00:05:14,680
it was really a B2B approach.

167
00:05:14,780 --> 00:05:17,620
And that B2B approach, we've all had that

168
00:05:17,620 --> 00:05:19,300
coach or that mentor in our life that

169
00:05:19,300 --> 00:05:20,120
taught us something.

170
00:05:20,120 --> 00:05:22,560
And we just have this feeling of reciprocity

171
00:05:22,560 --> 00:05:24,080
to them that like we wanna repay that

172
00:05:24,080 --> 00:05:24,480
favor.

173
00:05:24,940 --> 00:05:26,800
And so I really spent a lot of

174
00:05:26,800 --> 00:05:29,940
time really educating a lot of realtors and

175
00:05:29,940 --> 00:05:31,940
then why I was building a consumer brand.

176
00:05:32,240 --> 00:05:33,960
And then what ended up happening was in

177
00:05:33,960 --> 00:05:36,920
2008, when pretty much the mortgage industry collapsed

178
00:05:36,920 --> 00:05:38,980
the world and 90% of loan officers

179
00:05:38,980 --> 00:05:42,200
exited, I just doubled down and grabbed the

180
00:05:42,200 --> 00:05:42,960
market share.

181
00:05:43,240 --> 00:05:45,420
And then what happened is, is in 2010,

182
00:05:45,640 --> 00:05:47,560
11, when the market started to come back

183
00:05:47,560 --> 00:05:49,560
and rates had dropped, all these guys were

184
00:05:49,560 --> 00:05:51,200
kind of coming back in to jump in.

185
00:05:51,560 --> 00:05:53,120
And I had built such a moat around

186
00:05:53,120 --> 00:05:55,700
my business that they came back and were

187
00:05:55,700 --> 00:05:57,560
like, just going after refinances.

188
00:05:57,760 --> 00:05:59,920
And I had built the annuity of a

189
00:05:59,920 --> 00:06:03,280
recognizable brand and all these marketing service agreements

190
00:06:03,280 --> 00:06:04,880
to all these large real estate companies.

191
00:06:05,360 --> 00:06:07,360
And I stayed and did it when everybody

192
00:06:07,360 --> 00:06:08,380
else wanted to quit.

193
00:06:08,560 --> 00:06:09,860
And so when they came back, I really

194
00:06:09,860 --> 00:06:11,480
built a really big business through it.

195
00:06:12,080 --> 00:06:13,960
So it sounds like, and brilliant by the

196
00:06:13,960 --> 00:06:15,320
way, every part of what you just said.

197
00:06:15,360 --> 00:06:17,180
I mean, we could spend hours just decoding

198
00:06:17,180 --> 00:06:19,180
that alone, but one of the biggest things

199
00:06:19,180 --> 00:06:21,960
is the strategic partnerships of real estate agents,

200
00:06:22,280 --> 00:06:24,120
potentially being able to refer business on the

201
00:06:24,120 --> 00:06:24,740
mortgage side.

202
00:06:25,000 --> 00:06:27,040
What have you found is important with building

203
00:06:27,040 --> 00:06:28,860
those kinds of strategic alliances?

204
00:06:29,540 --> 00:06:31,440
Yeah, so where I really think that most

205
00:06:31,440 --> 00:06:34,100
loan officers, and I've coached a couple thousand

206
00:06:34,100 --> 00:06:35,400
of them over the year, and really what

207
00:06:35,400 --> 00:06:37,860
I teach them is, when it comes down

208
00:06:37,860 --> 00:06:42,020
to building a brand and that brand can

209
00:06:42,020 --> 00:06:44,520
transform both being in front of real estate

210
00:06:44,520 --> 00:06:45,840
agents and being in front of the consumer,

211
00:06:45,840 --> 00:06:47,480
when kind of talking to the B2B side

212
00:06:47,480 --> 00:06:50,580
is, nobody cares about your mortgage rates as

213
00:06:50,580 --> 00:06:51,360
a real estate agent.

214
00:06:51,620 --> 00:06:52,880
Like, it's so boring.

215
00:06:53,160 --> 00:06:55,160
Like back in the day, or even now,

216
00:06:55,200 --> 00:06:57,540
I still see people like posting their rate

217
00:06:57,540 --> 00:07:00,040
sheets and sending it to real estate agents

218
00:07:00,040 --> 00:07:02,100
or like, oh, we give great service.

219
00:07:02,480 --> 00:07:05,080
Okay, that's not how you build a relationship

220
00:07:05,080 --> 00:07:06,180
with the B2B component.

221
00:07:06,560 --> 00:07:08,920
Everybody, all they're trying to basically go to

222
00:07:08,920 --> 00:07:10,560
do and saying, does a real estate agent

223
00:07:10,560 --> 00:07:12,660
end up making any more money if you

224
00:07:12,660 --> 00:07:14,340
give a client an eighth of a percent

225
00:07:14,340 --> 00:07:15,340
lower interest rate or not?

226
00:07:15,340 --> 00:07:16,360
No, they don't.

227
00:07:16,460 --> 00:07:19,080
And that doesn't, that's just a by-product

228
00:07:19,080 --> 00:07:20,900
of having lower margins.

229
00:07:21,080 --> 00:07:23,760
What actually a real estate agent wants is

230
00:07:23,760 --> 00:07:25,240
they want you to help grow their top

231
00:07:25,240 --> 00:07:25,460
line.

232
00:07:25,680 --> 00:07:27,460
They want them to help grow their top

233
00:07:27,460 --> 00:07:28,020
line number.

234
00:07:28,340 --> 00:07:29,300
So how do you do that?

235
00:07:29,560 --> 00:07:30,920
Teaching them a bunch about a bunch of

236
00:07:30,920 --> 00:07:33,740
random mortgage products, it's gonna go right over

237
00:07:33,740 --> 00:07:34,160
their head.

238
00:07:34,200 --> 00:07:35,320
And they're like, dude, why do I care

239
00:07:35,320 --> 00:07:36,220
about all these mortgage products?

240
00:07:36,260 --> 00:07:37,100
Just give me the basics.

241
00:07:37,340 --> 00:07:38,320
You're gonna do the loan.

242
00:07:38,500 --> 00:07:39,820
Why do I need them to know every

243
00:07:39,820 --> 00:07:40,480
single guideline?

244
00:07:40,800 --> 00:07:42,260
So what I really took a different approach

245
00:07:42,260 --> 00:07:45,160
was, is I actually taught them how to

246
00:07:45,160 --> 00:07:46,860
become better business owners.

247
00:07:47,140 --> 00:07:49,080
So I taught them how to actually build

248
00:07:49,080 --> 00:07:51,140
a brand on social media, how to actually

249
00:07:51,140 --> 00:07:53,960
run ads, how to actually analyze a real

250
00:07:53,960 --> 00:07:54,580
estate market.

251
00:07:54,720 --> 00:07:55,480
So I was kind of one of the

252
00:07:55,480 --> 00:07:57,540
first people that came up and really noticed

253
00:07:57,540 --> 00:08:00,720
that there was really a bifurcation that was

254
00:08:00,720 --> 00:08:02,100
happening in real estate markets.

255
00:08:02,380 --> 00:08:04,300
And what I mean by that is, most

256
00:08:04,300 --> 00:08:07,060
people think all real estate markets all go

257
00:08:07,060 --> 00:08:08,160
up and all go down at the same

258
00:08:08,160 --> 00:08:08,460
time.

259
00:08:08,720 --> 00:08:10,760
And what I started to notice was, is

260
00:08:10,760 --> 00:08:13,020
there was really kind of four key metrics

261
00:08:13,020 --> 00:08:14,640
that really affected a real estate market.

262
00:08:15,160 --> 00:08:17,900
Number one was population growth in that market.

263
00:08:18,540 --> 00:08:20,940
Number two was job growth, the creation of

264
00:08:20,940 --> 00:08:22,900
new jobs so people could afford it's more

265
00:08:22,900 --> 00:08:23,860
expensive house prices.

266
00:08:24,380 --> 00:08:27,980
Number three was the amount of inventory, but

267
00:08:27,980 --> 00:08:30,300
specifically new construction inventory.

268
00:08:30,620 --> 00:08:32,520
Because I never know, Todd, I retire, I

269
00:08:32,520 --> 00:08:34,080
never know when you're gonna actually go ahead

270
00:08:34,080 --> 00:08:35,059
and sell your house.

271
00:08:35,360 --> 00:08:37,600
So when resale inventory comes onto the market,

272
00:08:38,039 --> 00:08:38,960
it's just a guess.

273
00:08:38,960 --> 00:08:41,340
People have no clue when inventory really is

274
00:08:41,340 --> 00:08:43,480
gonna spike other than when interest rates get

275
00:08:43,480 --> 00:08:44,000
really low.

276
00:08:44,240 --> 00:08:46,820
But what I did notice was, hey, markets

277
00:08:46,820 --> 00:08:49,580
that have a dramatic amount of new home

278
00:08:49,580 --> 00:08:52,640
construction, that was going to be forced inventory

279
00:08:52,640 --> 00:08:53,780
into that market.

280
00:08:54,020 --> 00:08:56,120
Well, simple law of supply and demand.

281
00:08:56,480 --> 00:08:58,160
If you have a bunch of builders building

282
00:08:58,160 --> 00:09:00,320
in an area that are bringing supply onto

283
00:09:00,320 --> 00:09:03,040
the market and we don't have population growth

284
00:09:03,040 --> 00:09:06,260
and job growth to match it, it's going

285
00:09:06,260 --> 00:09:08,500
to give us a suppression in that price

286
00:09:08,500 --> 00:09:09,600
of that real estate market.

287
00:09:10,260 --> 00:09:12,600
So, and then the fourth component was, as

288
00:09:12,600 --> 00:09:13,940
I like to look at something called what

289
00:09:13,940 --> 00:09:15,280
I call shadow inventory.

290
00:09:15,720 --> 00:09:18,040
What that basically means is the number of

291
00:09:18,040 --> 00:09:20,680
homes in a market that are either Airbnbs

292
00:09:20,680 --> 00:09:22,020
or second homes.

293
00:09:22,200 --> 00:09:23,760
Because you know, as well as I do,

294
00:09:24,100 --> 00:09:26,100
if I own a second home and I

295
00:09:26,100 --> 00:09:28,860
hit some hard times, I'm definitely not selling

296
00:09:28,860 --> 00:09:29,680
my primary home.

297
00:09:29,980 --> 00:09:32,720
I'm definitely not selling my investment property that's

298
00:09:32,720 --> 00:09:33,420
covering the mortgage.

299
00:09:33,620 --> 00:09:35,660
But my second home, guess what?

300
00:09:35,960 --> 00:09:37,280
That thing's the first thing to go.

301
00:09:37,280 --> 00:09:38,880
So I taught a lot of these real

302
00:09:38,880 --> 00:09:41,280
estate agents on how to properly analyze a

303
00:09:41,280 --> 00:09:43,940
market and then gave them the confidence to

304
00:09:43,940 --> 00:09:44,540
do that.

305
00:09:44,600 --> 00:09:46,740
And then taught them how to actually build

306
00:09:46,740 --> 00:09:47,320
a brand.

307
00:09:47,340 --> 00:09:49,600
And then when they are actually growing their

308
00:09:49,600 --> 00:09:51,620
business, I taught them some very simple marketing

309
00:09:51,620 --> 00:09:52,800
strategies that I used.

310
00:09:53,060 --> 00:09:54,880
And what I would do is once a

311
00:09:54,880 --> 00:09:56,860
month, I would be going to this office

312
00:09:56,860 --> 00:09:59,220
and I would teach a hundred real estate

313
00:09:59,220 --> 00:10:01,840
agents how to grow their business by default.

314
00:10:02,080 --> 00:10:04,120
And what ended up happening was, is by

315
00:10:04,120 --> 00:10:06,460
teaching them these facts, they started to grow

316
00:10:06,460 --> 00:10:07,660
their top line business.

317
00:10:08,060 --> 00:10:09,880
And by the law of reciprocity, they started

318
00:10:09,880 --> 00:10:12,140
being like, we're giving me all those deals.

319
00:10:12,280 --> 00:10:13,300
They're like, well, if he's really smart at

320
00:10:13,300 --> 00:10:15,640
this stuff, loans must be a no problem

321
00:10:15,640 --> 00:10:16,080
for him.

322
00:10:16,200 --> 00:10:18,140
And so, because I took a completely separate

323
00:10:18,140 --> 00:10:20,780
approach, what ended up happening is, is I

324
00:10:20,780 --> 00:10:22,520
built this group of real estate agents that

325
00:10:22,520 --> 00:10:24,740
just kind of saw me as their coach

326
00:10:24,740 --> 00:10:26,200
that helped them grow their business.

327
00:10:26,660 --> 00:10:27,180
And guess what?

328
00:10:27,220 --> 00:10:29,320
If I'm growing all of their businesses, I'm

329
00:10:29,320 --> 00:10:30,680
growing my business indirectly.

330
00:10:30,940 --> 00:10:33,200
And through that, my business just ended up

331
00:10:33,200 --> 00:10:33,620
exploding.

332
00:10:33,620 --> 00:10:34,100
Wow.

333
00:10:34,520 --> 00:10:35,880
So many good nuggets there.

334
00:10:36,320 --> 00:10:37,740
Ways people do not think about.

335
00:10:38,320 --> 00:10:41,880
Identifying the strategic partnership, providing really unique value

336
00:10:41,880 --> 00:10:42,620
to them.

337
00:10:43,040 --> 00:10:45,200
And then that, by default, kind of carries

338
00:10:45,200 --> 00:10:47,240
down to you through reciprocity where they're like,

339
00:10:47,300 --> 00:10:48,780
man, if this guy's gonna help me here

340
00:10:48,780 --> 00:10:50,380
for no money, imagine what he's gonna be

341
00:10:50,380 --> 00:10:51,660
able to do here to help us out.

342
00:10:52,120 --> 00:10:54,200
Do you still use that same strategy today

343
00:10:54,200 --> 00:10:54,900
to be able to grow?

344
00:10:55,300 --> 00:10:55,940
Yeah, I do.

345
00:10:56,100 --> 00:10:57,920
And really what we've done now is to

346
00:10:57,920 --> 00:11:01,320
grow is, I've got out of the origination

347
00:11:01,320 --> 00:11:03,280
side about three years ago, meaning I'm not

348
00:11:03,280 --> 00:11:06,200
doing the loans anymore because obviously I own

349
00:11:06,200 --> 00:11:06,880
a mortgage bank.

350
00:11:06,980 --> 00:11:08,880
And so what I did was, is we

351
00:11:08,880 --> 00:11:10,660
basically, for lack of a better term, kind

352
00:11:10,660 --> 00:11:11,760
of franchised our model.

353
00:11:11,860 --> 00:11:13,300
So what I would do is, I'd spent

354
00:11:13,300 --> 00:11:15,720
so much time working at Loan Depot as

355
00:11:15,720 --> 00:11:17,420
their top loan officer and then over at

356
00:11:17,420 --> 00:11:18,660
Guaranteed Rate as one of theirs.

357
00:11:18,720 --> 00:11:20,760
So I had a lot of connections kind

358
00:11:20,760 --> 00:11:22,120
of in the mortgage space.

359
00:11:22,200 --> 00:11:23,680
And so what I ended up doing was,

360
00:11:23,740 --> 00:11:26,860
I strategically would look at markets that I

361
00:11:26,860 --> 00:11:30,080
knew really were kind of primed for the

362
00:11:30,080 --> 00:11:33,020
picking of really bringing a brand into that

363
00:11:33,020 --> 00:11:33,380
market.

364
00:11:33,560 --> 00:11:35,440
That there was, it was a really kind

365
00:11:35,440 --> 00:11:38,660
of divested versus a market share, meaning there

366
00:11:38,660 --> 00:11:41,460
was like 50 loan officers all having 2

367
00:11:41,460 --> 00:11:42,300
% market share.

368
00:11:42,720 --> 00:11:43,960
And so what I would do is, I'd

369
00:11:43,960 --> 00:11:45,320
reach out to a loan officer that I

370
00:11:45,320 --> 00:11:45,600
knew.

371
00:11:45,760 --> 00:11:46,820
And I said, hey, you know what?

372
00:11:47,080 --> 00:11:48,220
Let me help you grow your business.

373
00:11:48,340 --> 00:11:49,680
I'm gonna help you just put in my

374
00:11:49,680 --> 00:11:52,380
blueprint into your business under my flag.

375
00:11:52,600 --> 00:11:53,800
I'm gonna teach you how to do it.

376
00:11:53,820 --> 00:11:55,540
And you just replicate what I did in

377
00:11:55,540 --> 00:11:56,100
my market.

378
00:11:56,320 --> 00:11:58,300
Because I went from like a 2%

379
00:11:58,300 --> 00:12:00,660
market share to like a 61% market

380
00:12:00,660 --> 00:12:01,920
share in our county.

381
00:12:02,260 --> 00:12:03,860
So it was just, it was just, it

382
00:12:03,860 --> 00:12:04,960
wasn't a massive county.

383
00:12:05,040 --> 00:12:06,400
It was only four or 500,000 people,

384
00:12:06,560 --> 00:12:09,620
but like my company was just doing more

385
00:12:09,620 --> 00:12:10,500
than every other loan.

386
00:12:10,660 --> 00:12:13,560
And so I taught them that strategy after

387
00:12:13,560 --> 00:12:14,600
I really became an expert.

388
00:12:14,600 --> 00:12:17,080
So I spent about 10 years really, really

389
00:12:17,080 --> 00:12:17,980
becoming an expert.

390
00:12:18,140 --> 00:12:19,140
And I think that's a lot of mistakes

391
00:12:19,140 --> 00:12:21,560
that people make is they try to teach

392
00:12:21,560 --> 00:12:23,260
before they became an expert in something.

393
00:12:23,600 --> 00:12:25,680
And so I really kind of cemented myself

394
00:12:25,680 --> 00:12:26,320
as that expert.

395
00:12:26,380 --> 00:12:27,540
And then I went out there and I

396
00:12:27,540 --> 00:12:28,760
said, hey, you know what?

397
00:12:28,820 --> 00:12:32,060
Nashville, Tennessee is really right to be disrupted.

398
00:12:32,520 --> 00:12:33,760
Hey, let me find the top loan officer

399
00:12:33,760 --> 00:12:34,160
in there.

400
00:12:34,400 --> 00:12:35,760
Let me bring him under my wing.

401
00:12:36,020 --> 00:12:37,920
Let me use all my systems, all my

402
00:12:37,920 --> 00:12:40,600
processes, everything that I have done, plug and

403
00:12:40,600 --> 00:12:42,480
play for him and then let him go

404
00:12:42,480 --> 00:12:43,220
grab market share.

405
00:12:43,480 --> 00:12:44,260
And then what do you know?

406
00:12:44,680 --> 00:12:45,920
They end up grabbing a bunch of market

407
00:12:45,920 --> 00:12:46,160
share.

408
00:12:46,580 --> 00:12:47,580
And we went and did it in another

409
00:12:47,580 --> 00:12:47,880
market.

410
00:12:48,080 --> 00:12:49,880
And so that's kind of the way I've

411
00:12:49,880 --> 00:12:51,700
really kind of done it now.

412
00:12:51,920 --> 00:12:53,840
And then it's always kind of looking at

413
00:12:53,840 --> 00:12:56,480
and really reinvesting because at the end of

414
00:12:56,480 --> 00:12:58,120
the day, I kind of learned early on

415
00:12:58,120 --> 00:13:01,540
that if I can do something perfection, I'm

416
00:13:01,540 --> 00:13:02,680
still limited on time.

417
00:13:02,820 --> 00:13:04,520
So one resource I just can't make more

418
00:13:04,520 --> 00:13:04,900
of, right?

419
00:13:05,160 --> 00:13:06,480
So I said, if I can teach people

420
00:13:06,480 --> 00:13:08,080
to do it 80% as good as

421
00:13:08,080 --> 00:13:09,760
me, that's great.

422
00:13:09,960 --> 00:13:12,300
Because then I have 10 people doing it

423
00:13:12,300 --> 00:13:13,580
80% as good as me.

424
00:13:13,640 --> 00:13:15,560
The unit count and the revenue on that

425
00:13:15,560 --> 00:13:18,780
is astronomically more than me doing it 100

426
00:13:18,780 --> 00:13:20,380
% as good over time.

427
00:13:20,440 --> 00:13:22,000
And so I think as an entrepreneur, I

428
00:13:22,000 --> 00:13:23,460
kind of had to really, we all struggle

429
00:13:23,460 --> 00:13:25,580
with the letting go and the delegating and

430
00:13:25,580 --> 00:13:26,460
kind of that.

431
00:13:26,460 --> 00:13:27,940
And so you just kind of built a

432
00:13:27,940 --> 00:13:28,900
process around it.

433
00:13:29,100 --> 00:13:29,560
Here we are today.

434
00:13:30,060 --> 00:13:30,760
How do you do that?

435
00:13:30,860 --> 00:13:32,340
And I'm glad you went down this road

436
00:13:32,340 --> 00:13:34,440
because so many entrepreneurs struggle with this.

437
00:13:34,500 --> 00:13:36,700
They cannot stop working in the business and

438
00:13:36,700 --> 00:13:38,100
never get to a point of working on

439
00:13:38,100 --> 00:13:38,520
the business.

440
00:13:38,880 --> 00:13:39,700
They can't let go.

441
00:13:39,800 --> 00:13:41,280
They're trying to get to 100% and

442
00:13:41,280 --> 00:13:43,020
you're like, go with 80 and run with

443
00:13:43,020 --> 00:13:43,160
it.

444
00:13:43,500 --> 00:13:45,100
So how do you find the right team

445
00:13:45,100 --> 00:13:46,580
members that are a good fit and then

446
00:13:46,580 --> 00:13:49,540
kind of foster the culture and make sure

447
00:13:49,540 --> 00:13:51,220
they're a good cultural fit to take what

448
00:13:51,220 --> 00:13:52,760
you've done and then expand it?

449
00:13:52,960 --> 00:13:54,160
Yeah, that's a great question.

450
00:13:54,160 --> 00:13:56,040
And so I made a lot of mistakes

451
00:13:56,040 --> 00:13:58,640
early on, a lot of mistakes early on

452
00:13:58,640 --> 00:14:00,660
where I just, I hired somebody that was

453
00:14:00,660 --> 00:14:02,400
a friend or hired somebody because I liked

454
00:14:02,400 --> 00:14:02,780
them.

455
00:14:03,120 --> 00:14:05,560
Well, what I really learned is there's kind

456
00:14:05,560 --> 00:14:07,520
of four types of people in this world.

457
00:14:07,700 --> 00:14:11,020
There's people like myself, which we're an entrepreneur.

458
00:14:11,380 --> 00:14:12,520
We wanna be the head honcho.

459
00:14:12,620 --> 00:14:13,580
We want it done our way.

460
00:14:14,100 --> 00:14:15,700
Then there's the second type of person, which

461
00:14:15,700 --> 00:14:16,720
I call them the number two.

462
00:14:17,160 --> 00:14:18,760
They don't want the risk of being the

463
00:14:18,760 --> 00:14:21,680
entrepreneur, but they have the skillset and they're

464
00:14:21,680 --> 00:14:24,960
willing to just mimic everything and do all

465
00:14:24,960 --> 00:14:26,660
the things that you don't want to do.

466
00:14:27,040 --> 00:14:28,620
And it's about staying in your superpower.

467
00:14:29,040 --> 00:14:31,140
So I use something called the culture index

468
00:14:31,140 --> 00:14:35,240
and the culture index has 19 archetypes for

469
00:14:35,240 --> 00:14:36,720
the type of people that are in this

470
00:14:36,720 --> 00:14:37,000
world.

471
00:14:37,420 --> 00:14:39,040
So for an example, you have something like

472
00:14:39,040 --> 00:14:41,900
an architect, which is a high level of

473
00:14:41,900 --> 00:14:44,480
entrepreneurship, but he has an equal level of

474
00:14:44,480 --> 00:14:45,620
detail-orientedness.

475
00:14:45,980 --> 00:14:47,340
And so what I would do is I

476
00:14:47,340 --> 00:14:49,000
made mistakes early on just hiring people because

477
00:14:49,000 --> 00:14:49,660
I liked them.

478
00:14:49,660 --> 00:14:51,080
And then what I really found when I

479
00:14:51,080 --> 00:14:53,380
found the culture index is I basically have

480
00:14:53,380 --> 00:14:54,860
everybody take the culture index test.

481
00:14:54,980 --> 00:14:57,680
It's very different from a DIS test and

482
00:14:57,680 --> 00:15:00,140
it actually puts them into categories like an

483
00:15:00,140 --> 00:15:03,020
architect or an engineer or a rainmaker.

484
00:15:03,400 --> 00:15:05,120
It's actually used at all the Fortune 100

485
00:15:05,120 --> 00:15:05,580
companies.

486
00:15:05,680 --> 00:15:07,480
They won't even hire a COO or CEO.

487
00:15:07,900 --> 00:15:09,620
It was developed by this guy I was

488
00:15:09,620 --> 00:15:11,380
introduced to and he's the one that like

489
00:15:11,380 --> 00:15:13,600
Microsoft calls when they need a new COO.

490
00:15:13,840 --> 00:15:16,220
Very, very successful guy, billionaire based out of

491
00:15:16,220 --> 00:15:16,400
Utah.

492
00:15:17,200 --> 00:15:19,380
And so I started implementing this because I

493
00:15:19,380 --> 00:15:20,920
was trusting my instincts.

494
00:15:21,260 --> 00:15:23,100
And what I found was, I found a

495
00:15:23,100 --> 00:15:24,560
guy like me, so I liked him.

496
00:15:24,860 --> 00:15:26,740
He worked for me for two years and

497
00:15:26,740 --> 00:15:27,980
then he went off on his own because

498
00:15:27,980 --> 00:15:28,760
he wanted my job.

499
00:15:29,380 --> 00:15:31,380
Or I hired somebody because I liked him

500
00:15:31,380 --> 00:15:32,880
and he didn't have a work ethic.

501
00:15:33,240 --> 00:15:34,700
He was a smoother, he was a good

502
00:15:34,700 --> 00:15:36,580
talker, but he didn't have the work ethic.

503
00:15:37,240 --> 00:15:38,840
And so what I ended up learning was,

504
00:15:38,920 --> 00:15:39,920
is I say, okay, I got my number

505
00:15:39,920 --> 00:15:41,940
ones, I got my number twos, then I

506
00:15:41,940 --> 00:15:43,940
got a number three who, they may not

507
00:15:43,940 --> 00:15:46,860
be the smartest person, but they will work

508
00:15:46,860 --> 00:15:47,760
so hard.

509
00:15:47,760 --> 00:15:49,440
And if you give them a system and

510
00:15:49,440 --> 00:15:52,760
a process in an environment that caters to

511
00:15:52,760 --> 00:15:54,460
what they really want, and what you need

512
00:15:54,460 --> 00:15:57,040
to evaluate with an employee is, we as

513
00:15:57,040 --> 00:15:58,940
entrepreneurs make the mistake that we think everybody

514
00:15:58,940 --> 00:16:00,400
wants to make a bunch of money and

515
00:16:00,400 --> 00:16:02,200
they're willing to sacrifice their time for it.

516
00:16:02,380 --> 00:16:04,140
That is not how 80% of America

517
00:16:04,140 --> 00:16:04,600
works.

518
00:16:04,820 --> 00:16:06,980
And that's not how you want your employees

519
00:16:06,980 --> 00:16:07,800
to want to.

520
00:16:07,940 --> 00:16:10,340
You wanna find employees that wanna grind that

521
00:16:10,340 --> 00:16:12,540
nine to five, treat your business like it's

522
00:16:12,540 --> 00:16:14,560
their own business, and they feel like they're

523
00:16:14,560 --> 00:16:15,400
a part of your family.

524
00:16:15,820 --> 00:16:17,460
And so what I ended up starting to

525
00:16:17,460 --> 00:16:19,460
do is once I broke down the archetype,

526
00:16:19,560 --> 00:16:21,060
then I'll go back, the fourth kind is

527
00:16:21,060 --> 00:16:22,740
just the ones that are just freeloaders.

528
00:16:23,060 --> 00:16:24,320
They just go from job to job to

529
00:16:24,320 --> 00:16:25,620
job, they're gonna tell you whatever you want

530
00:16:25,620 --> 00:16:27,720
to hear, and then they're all fluff, no

531
00:16:27,720 --> 00:16:28,300
-go, right?

532
00:16:28,760 --> 00:16:31,200
And so I would basically break people down

533
00:16:31,200 --> 00:16:33,040
first off the culture index test.

534
00:16:33,400 --> 00:16:35,460
And once I got their cultural index, I

535
00:16:35,460 --> 00:16:37,220
would find out what role was best for

536
00:16:37,220 --> 00:16:37,400
them.

537
00:16:37,840 --> 00:16:39,100
And then really at the end of the

538
00:16:39,100 --> 00:16:41,420
day, I would evaluate their social media.

539
00:16:41,680 --> 00:16:42,700
So I had a girl in my office

540
00:16:42,700 --> 00:16:45,260
and she would go all over those social

541
00:16:45,260 --> 00:16:45,600
media.

542
00:16:45,820 --> 00:16:48,100
And you'd be surprised, if somebody's photos are

543
00:16:48,100 --> 00:16:51,180
nothing but them at nightclubs, popping bottles, and

544
00:16:51,180 --> 00:16:53,500
being crazy till three in the morning on

545
00:16:53,500 --> 00:16:56,060
a Thursday, they ain't gonna work for me.

546
00:16:56,180 --> 00:16:59,040
Or if they're somebody impersonally that I noticed

547
00:16:59,040 --> 00:17:01,280
that every picture is with them and pretty

548
00:17:01,280 --> 00:17:03,020
girls and they're married, that isn't their wife,

549
00:17:03,560 --> 00:17:04,900
you're not gonna be a cultural fit for

550
00:17:04,900 --> 00:17:05,460
my office.

551
00:17:05,839 --> 00:17:07,040
And so what I would first go ahead

552
00:17:07,040 --> 00:17:08,599
and do is I kind of gave an

553
00:17:08,599 --> 00:17:11,000
analysis of, would they be a cultural fit?

554
00:17:11,480 --> 00:17:13,099
And then when I would interview them, I

555
00:17:13,099 --> 00:17:14,460
would ask them what motivated them.

556
00:17:14,460 --> 00:17:16,980
Like, are you motivated for a massive bank

557
00:17:16,980 --> 00:17:17,280
account?

558
00:17:17,380 --> 00:17:19,900
Are you motivated for taking a nice vacation

559
00:17:19,900 --> 00:17:21,819
with your family and spending quality time with

560
00:17:21,819 --> 00:17:22,260
your kids?

561
00:17:22,480 --> 00:17:24,599
Are you motivated for getting your wife to

562
00:17:24,599 --> 00:17:25,900
stop working to be at home with your

563
00:17:25,900 --> 00:17:26,180
kids?

564
00:17:26,480 --> 00:17:28,720
So I'd find what their motivation was.

565
00:17:29,100 --> 00:17:31,120
And then once I knew who they were

566
00:17:31,120 --> 00:17:32,580
as a person off their social media, or

567
00:17:32,580 --> 00:17:33,920
at least how they presented to the world,

568
00:17:34,200 --> 00:17:35,520
I knew where they were as a cultural

569
00:17:35,520 --> 00:17:37,940
index and then I knew what motivated them.

570
00:17:38,340 --> 00:17:39,940
And now a quick break to hear from

571
00:17:39,940 --> 00:17:40,620
our sponsor.

572
00:17:41,620 --> 00:17:43,300
Hey, it's Ty Crandall with Credit Suite.

573
00:17:43,300 --> 00:17:45,200
Many of our subscribers wanna get the most

574
00:17:45,200 --> 00:17:47,060
money to grow their business at the best

575
00:17:47,060 --> 00:17:47,620
terms.

576
00:17:48,040 --> 00:17:49,880
Whether you're looking for startup capital, low interest

577
00:17:49,880 --> 00:17:52,580
credit lines and loans, or business credit, we

578
00:17:52,580 --> 00:17:53,560
can definitely help you.

579
00:17:53,620 --> 00:17:55,480
So give us a call at 877-600

580
00:17:55,480 --> 00:17:59,160
-2487, or schedule your free consultation at creditsuite

581
00:17:59,160 --> 00:18:01,500
.com forward slash consult to see how much

582
00:18:01,500 --> 00:18:03,140
money you can get approved for today.

583
00:18:03,460 --> 00:18:05,160
I could actually make a really good decision

584
00:18:05,160 --> 00:18:05,760
to do that.

585
00:18:06,280 --> 00:18:07,760
And what I would do is once I

586
00:18:07,760 --> 00:18:10,160
found that, depending on the position if I

587
00:18:10,160 --> 00:18:11,800
was hiring, whether it was a loan officer

588
00:18:11,800 --> 00:18:13,980
or a processor or an admin, I just

589
00:18:13,980 --> 00:18:16,020
had a rule that they would shadow my

590
00:18:16,020 --> 00:18:18,640
best person in that position for three months.

591
00:18:18,980 --> 00:18:20,280
So they would literally sit.

592
00:18:20,480 --> 00:18:22,080
And like I, when I was doing this,

593
00:18:22,220 --> 00:18:23,120
I would hire a loan officer.

594
00:18:23,240 --> 00:18:25,120
They would sit in my office for six

595
00:18:25,120 --> 00:18:27,160
months, hearing me on the phone, seeing everything

596
00:18:27,160 --> 00:18:27,560
I do.

597
00:18:27,660 --> 00:18:29,460
And I just one-on-one trained them.

598
00:18:29,540 --> 00:18:31,780
And it was time-staking, but at the

599
00:18:31,780 --> 00:18:33,620
end of it, I had four or five

600
00:18:33,620 --> 00:18:36,040
mini me's that I could just, when I

601
00:18:36,040 --> 00:18:37,640
hired, put under them to do that.

602
00:18:38,160 --> 00:18:39,780
And it was just for the culture thing,

603
00:18:39,780 --> 00:18:42,440
it's just little things like putting fridges by

604
00:18:42,440 --> 00:18:44,060
every single one of my employees.

605
00:18:44,440 --> 00:18:45,860
So they had a fridge that they could

606
00:18:45,860 --> 00:18:47,440
stock and they didn't have to worry about

607
00:18:47,440 --> 00:18:49,660
doing X, Y, and Z or making big

608
00:18:49,660 --> 00:18:50,760
birthday celebrations.

609
00:18:51,060 --> 00:18:52,980
Or what I would do is every morning

610
00:18:52,980 --> 00:18:54,540
when I get into the office, I would

611
00:18:54,540 --> 00:18:56,100
always be the first one there, but then

612
00:18:56,100 --> 00:18:58,120
by 8.30, I would just go into

613
00:18:58,120 --> 00:19:00,320
two or three of my employees' office and

614
00:19:00,320 --> 00:19:02,180
I would just talk to them and just

615
00:19:02,180 --> 00:19:04,120
personally and just take an interest in them

616
00:19:04,120 --> 00:19:06,080
and know their kids' names and their wife's

617
00:19:06,080 --> 00:19:06,300
names.

618
00:19:06,420 --> 00:19:08,580
And then they would ask me financial questions.

619
00:19:08,580 --> 00:19:10,840
Like, hey, Brian, I really wanna get ahead,

620
00:19:10,900 --> 00:19:11,480
what should I do?

621
00:19:11,580 --> 00:19:13,040
And I'd say, okay, here, let's set up,

622
00:19:13,280 --> 00:19:13,980
I'm gonna tell you how to set up

623
00:19:13,980 --> 00:19:14,520
a Roth IRA.

624
00:19:14,800 --> 00:19:16,660
Let's put this money aside, this and that.

625
00:19:16,940 --> 00:19:18,940
And they kind of took that as like

626
00:19:18,940 --> 00:19:20,420
I cared about them personally.

627
00:19:20,660 --> 00:19:21,780
And then you just kind of create that

628
00:19:21,780 --> 00:19:22,420
culture from that.

629
00:19:22,800 --> 00:19:24,940
There's so much brilliance into everything that you

630
00:19:24,940 --> 00:19:25,320
say.

631
00:19:25,460 --> 00:19:27,400
I mean, like there's so many valuable lessons

632
00:19:27,400 --> 00:19:29,240
that this is one of these that if

633
00:19:29,240 --> 00:19:30,940
you're watching this, you should go back and

634
00:19:30,940 --> 00:19:32,460
replay this because I think the second or

635
00:19:32,460 --> 00:19:34,080
third time you hear it, you'll get even

636
00:19:34,080 --> 00:19:36,660
more value and understand how powerful all these

637
00:19:36,660 --> 00:19:37,240
things are.

638
00:19:37,240 --> 00:19:39,960
Brian, how has technology changed this?

639
00:19:40,040 --> 00:19:41,000
I mean, you've been doing this for 20

640
00:19:41,000 --> 00:19:41,660
years, right?

641
00:19:42,040 --> 00:19:43,260
And I bet you were in the beginning,

642
00:19:43,340 --> 00:19:44,440
you were the only guy on YouTube that

643
00:19:44,440 --> 00:19:44,780
does it.

644
00:19:45,060 --> 00:19:47,540
Now, if you look, everybody's a guru on

645
00:19:47,540 --> 00:19:49,280
TikTok and Instagram and YouTube.

646
00:19:49,580 --> 00:19:52,020
Well, how technology on the marketing side and

647
00:19:52,020 --> 00:19:54,560
on the selling side, how has this changed

648
00:19:54,560 --> 00:19:55,300
how you operate?

649
00:19:55,880 --> 00:19:58,780
Yeah, so I've been very, very blessed that

650
00:19:58,780 --> 00:20:02,060
my brother is a tech savant.

651
00:20:02,320 --> 00:20:04,820
And I don't throw that around like he

652
00:20:04,820 --> 00:20:05,980
really truly is.

653
00:20:05,980 --> 00:20:07,340
He's one of the top machine learning and

654
00:20:07,340 --> 00:20:08,460
AI developers in the world.

655
00:20:08,780 --> 00:20:11,980
And so we were very different as kids

656
00:20:11,980 --> 00:20:12,620
growing up.

657
00:20:12,660 --> 00:20:15,880
My grandfather was into building supercomputers back in

658
00:20:15,880 --> 00:20:16,580
the 70s.

659
00:20:16,640 --> 00:20:18,580
So my brother was from a very young

660
00:20:18,580 --> 00:20:20,240
age taught by him on how to code

661
00:20:20,240 --> 00:20:21,380
and do all this kind of stuff.

662
00:20:21,520 --> 00:20:23,180
And so because my brother was an AI

663
00:20:23,180 --> 00:20:25,760
and machine learning, I would always reach out

664
00:20:25,760 --> 00:20:26,000
to him.

665
00:20:26,040 --> 00:20:27,040
And I think a lot of times what

666
00:20:27,040 --> 00:20:31,000
most people don't realize is you wanna kind

667
00:20:31,000 --> 00:20:32,700
of what I call it is establish my

668
00:20:32,700 --> 00:20:33,320
super team.

669
00:20:33,320 --> 00:20:35,980
So what I did was is there's a

670
00:20:35,980 --> 00:20:40,080
brilliant book and it's who not how is

671
00:20:40,080 --> 00:20:41,000
the name of the book, right?

672
00:20:41,140 --> 00:20:42,240
Many people have read it.

673
00:20:42,720 --> 00:20:44,760
And what you gotta realize is I think

674
00:20:44,760 --> 00:20:46,940
as an entrepreneur, we end up feeling like

675
00:20:46,940 --> 00:20:48,540
we have to be an expert in everything.

676
00:20:49,140 --> 00:20:50,540
And that's just not all we have to

677
00:20:50,540 --> 00:20:53,520
do is assemble a super team that is

678
00:20:53,520 --> 00:20:55,100
an expert in all the key metrics of

679
00:20:55,100 --> 00:20:55,620
my business.

680
00:20:55,980 --> 00:20:57,500
So for me, I knew the key metrics

681
00:20:57,500 --> 00:20:59,000
in my business that I was looking at

682
00:20:59,000 --> 00:21:01,140
it was number one was obviously marketing.

683
00:21:01,760 --> 00:21:05,040
Number two was making sure that everybody got

684
00:21:05,040 --> 00:21:07,500
paid on time, paid quickly, things got done

685
00:21:07,500 --> 00:21:07,860
in that.

686
00:21:08,140 --> 00:21:10,420
I had somebody that was a systems expert

687
00:21:10,420 --> 00:21:12,000
that we could try to be as efficient

688
00:21:12,000 --> 00:21:13,960
as humanly possible to drive down the cost

689
00:21:13,960 --> 00:21:16,040
of originating a loan so we could be

690
00:21:16,040 --> 00:21:17,140
a good price leader.

691
00:21:17,300 --> 00:21:19,260
Then somebody that is really good at like

692
00:21:19,260 --> 00:21:21,760
culture, creating that culture that people, it's a

693
00:21:21,760 --> 00:21:22,400
fun environment.

694
00:21:22,500 --> 00:21:23,680
People wanna work with you and be able

695
00:21:23,680 --> 00:21:24,180
to do that.

696
00:21:24,440 --> 00:21:26,120
And then the last component of that that

697
00:21:26,120 --> 00:21:27,420
I really knew I needed to kind of

698
00:21:27,420 --> 00:21:29,460
put around me was I needed to have

699
00:21:29,460 --> 00:21:31,820
somebody that was very, very good from a

700
00:21:31,820 --> 00:21:34,340
high level on like accounting and tax and

701
00:21:34,340 --> 00:21:34,980
wealth preservation.

702
00:21:35,120 --> 00:21:36,800
Because if you don't do that as a

703
00:21:36,800 --> 00:21:38,940
company owner, 50% of what you're making,

704
00:21:39,060 --> 00:21:41,120
especially in Cali is going away back to

705
00:21:41,120 --> 00:21:41,520
the government.

706
00:21:41,780 --> 00:21:43,860
And so I kind of established my super

707
00:21:43,860 --> 00:21:44,540
team on that.

708
00:21:44,800 --> 00:21:46,580
And my brother was my tech super team.

709
00:21:47,080 --> 00:21:48,160
And so I would just have a regular

710
00:21:48,160 --> 00:21:49,700
call with my brother and he would tell

711
00:21:49,700 --> 00:21:50,840
me the latest things.

712
00:21:51,140 --> 00:21:54,180
And what happens is technology usually begins to

713
00:21:54,180 --> 00:21:57,040
disrupt industries in a sequence.

714
00:21:57,220 --> 00:21:59,260
So for an example, the first industries that

715
00:21:59,260 --> 00:22:02,320
technology disrupts are in the tech industry itself,

716
00:22:02,360 --> 00:22:03,320
where it comes into play.

717
00:22:03,560 --> 00:22:05,640
Then after that, it usually goes into the

718
00:22:05,640 --> 00:22:06,920
businesses with the biggest pockets.

719
00:22:07,260 --> 00:22:08,520
So you typically see it in like the

720
00:22:08,520 --> 00:22:10,340
insurance space or the medical space.

721
00:22:10,660 --> 00:22:12,020
And then from there, it kind of works

722
00:22:12,020 --> 00:22:12,860
its way down.

723
00:22:13,120 --> 00:22:15,120
And usually the last two that it really

724
00:22:15,120 --> 00:22:17,580
kind of penetrates is the real estate and

725
00:22:17,580 --> 00:22:19,740
finance space because there's a lot of oversight

726
00:22:19,740 --> 00:22:20,380
and regulation.

727
00:22:20,920 --> 00:22:22,100
And then the last one is the home

728
00:22:22,100 --> 00:22:24,200
services space like construction, right?

729
00:22:24,580 --> 00:22:26,100
And so I knew that if I, my

730
00:22:26,100 --> 00:22:27,760
brother being on a tech level, if I

731
00:22:27,760 --> 00:22:29,960
could learn about technology at the same time

732
00:22:29,960 --> 00:22:31,820
he was learning about it, I would be

733
00:22:31,820 --> 00:22:33,520
two to three years ahead of when it

734
00:22:33,520 --> 00:22:35,180
would actually make its way into my industry.

735
00:22:35,900 --> 00:22:37,500
And so the first thing, what I really

736
00:22:37,500 --> 00:22:39,660
started to do, especially with the AI side

737
00:22:39,660 --> 00:22:41,860
of it, is what we did is we

738
00:22:41,860 --> 00:22:45,820
actually built out with ChatGBT an actual version

739
00:22:45,820 --> 00:22:46,220
of me.

740
00:22:46,500 --> 00:22:48,320
So what you could do is, I've created

741
00:22:48,320 --> 00:22:51,260
so much content over the years plus all

742
00:22:51,260 --> 00:22:53,160
loan guidelines and training videos.

743
00:22:53,240 --> 00:22:55,460
So we basically taught ChatGBT and created a

744
00:22:55,460 --> 00:22:56,200
version of me.

745
00:22:56,200 --> 00:22:58,140
And so what that you can actually do

746
00:22:58,140 --> 00:23:00,620
is once you've created that model in ChatGBT,

747
00:23:00,740 --> 00:23:01,980
you can ask it questions.

748
00:23:02,260 --> 00:23:03,340
So a lot of what I was dealing

749
00:23:03,340 --> 00:23:06,020
with was fielding questions from whether it's loan

750
00:23:06,020 --> 00:23:07,700
officers or just people because they're too lazy

751
00:23:07,700 --> 00:23:08,340
to look it up.

752
00:23:08,460 --> 00:23:10,120
So maybe it could basically go in and

753
00:23:10,120 --> 00:23:11,440
log in and ask it a question and

754
00:23:11,440 --> 00:23:12,800
it's gonna spit out the answer as if

755
00:23:12,800 --> 00:23:13,940
I was answering it, right?

756
00:23:14,420 --> 00:23:15,540
And so I knew if I could kind

757
00:23:15,540 --> 00:23:16,780
of free up some of my time on

758
00:23:16,780 --> 00:23:17,720
that, that would be huge.

759
00:23:18,120 --> 00:23:20,060
But then the second part of it came

760
00:23:20,060 --> 00:23:21,880
up with my concept of what's called a

761
00:23:21,880 --> 00:23:22,560
digital twin.

762
00:23:22,680 --> 00:23:24,100
I actually did a keynote with Tony Robbins

763
00:23:24,100 --> 00:23:26,260
about nine months ago on this concept.

764
00:23:26,440 --> 00:23:29,680
And in our world today, we have the

765
00:23:29,680 --> 00:23:33,240
ability where we want to scale, but we

766
00:23:33,240 --> 00:23:34,740
don't wanna lose that personal touch.

767
00:23:35,240 --> 00:23:37,520
And it's been shown that if in a

768
00:23:37,520 --> 00:23:40,740
video, you say somebody's name, their watch through

769
00:23:40,740 --> 00:23:42,460
rate of that video, whether it's a client

770
00:23:42,460 --> 00:23:44,600
update video, a lead video, whatever it is,

771
00:23:44,920 --> 00:23:45,920
is astronomically high.

772
00:23:45,960 --> 00:23:47,560
It's about three to four times of a

773
00:23:47,560 --> 00:23:48,980
watch rate percentage that you'll get.

774
00:23:49,300 --> 00:23:50,640
And so I started working with my brother

775
00:23:50,640 --> 00:23:52,700
and I said, well, hey, Corey, I know

776
00:23:52,700 --> 00:23:54,820
I can do use like AI for this,

777
00:23:54,900 --> 00:23:55,620
but what about video?

778
00:23:56,180 --> 00:23:58,100
And so what I ended up finding out

779
00:23:58,100 --> 00:24:00,660
was, is there's multiple different AIs.

780
00:24:00,760 --> 00:24:02,440
This was that I could basically create a

781
00:24:02,440 --> 00:24:05,060
digital twin of myself, whether that's stimulus AI

782
00:24:05,060 --> 00:24:06,900
or there's a bunch of them out there

783
00:24:06,900 --> 00:24:07,280
now.

784
00:24:07,460 --> 00:24:09,600
But what I did is you go in

785
00:24:09,600 --> 00:24:11,500
and you go into a room and you

786
00:24:11,500 --> 00:24:13,000
get a digital twin made of yourself.

787
00:24:13,200 --> 00:24:15,600
Looks like you, it talks like you, all

788
00:24:15,600 --> 00:24:16,060
of this.

789
00:24:16,480 --> 00:24:17,980
And so what I knew was, is hey,

790
00:24:18,020 --> 00:24:20,360
if I'm sending update videos to my clients

791
00:24:20,360 --> 00:24:22,300
or lead response videos.

792
00:24:22,700 --> 00:24:24,560
And I said, hey, Ty, it's Brian.

793
00:24:24,660 --> 00:24:26,240
Thanks so much for going ahead and applying

794
00:24:26,240 --> 00:24:26,620
here below.

795
00:24:26,720 --> 00:24:27,520
I just want to tell you a couple

796
00:24:27,520 --> 00:24:30,000
of tips in Temecula, California, blah, blah, blah,

797
00:24:30,040 --> 00:24:30,320
blah, blah.

798
00:24:30,500 --> 00:24:32,640
And I could pick out keywords based on

799
00:24:32,640 --> 00:24:34,680
whatever that lead form was and deliver them

800
00:24:34,680 --> 00:24:35,140
content.

801
00:24:35,560 --> 00:24:37,280
And what would end up happening is, is

802
00:24:37,280 --> 00:24:39,960
allows you to scale without losing that personal

803
00:24:39,960 --> 00:24:40,460
connection.

804
00:24:41,040 --> 00:24:43,000
And so I think a lot of times

805
00:24:43,000 --> 00:24:45,280
people are scared of AI or they're scared

806
00:24:45,280 --> 00:24:47,120
of machine learning or they're scared of disruption

807
00:24:47,120 --> 00:24:47,880
in technology.

808
00:24:47,880 --> 00:24:49,220
And the way you have to look at

809
00:24:49,220 --> 00:24:51,920
technology is the same way you look at

810
00:24:51,920 --> 00:24:52,620
a labor cost.

811
00:24:52,680 --> 00:24:53,540
If somebody is going to come in and

812
00:24:53,540 --> 00:24:55,360
be willing to do the job just as

813
00:24:55,360 --> 00:24:57,220
good for less, you're going to hire that

814
00:24:57,220 --> 00:24:57,580
person.

815
00:24:57,840 --> 00:24:58,920
Well, you got to look at your business

816
00:24:58,920 --> 00:24:59,460
like that.

817
00:24:59,620 --> 00:25:02,500
Is there something that I have somebody doing

818
00:25:02,500 --> 00:25:05,700
that I could actually either replace them or

819
00:25:05,700 --> 00:25:08,040
allow them to do more work by putting

820
00:25:08,040 --> 00:25:09,100
technology into the place?

821
00:25:09,340 --> 00:25:10,640
This is something I need to be able

822
00:25:10,640 --> 00:25:11,300
to explore.

823
00:25:11,880 --> 00:25:13,940
And so really what really kind of is

824
00:25:13,940 --> 00:25:16,020
a game changer on it was the ability

825
00:25:16,020 --> 00:25:17,420
to kind of make a digital twin of

826
00:25:17,420 --> 00:25:21,300
myself that increased conversion without losing the personalization

827
00:25:21,300 --> 00:25:21,760
to scale.

828
00:25:22,380 --> 00:25:22,500
Right.

829
00:25:23,020 --> 00:25:23,300
Wow.

830
00:25:23,560 --> 00:25:25,880
Like, I mean, there's so many things that

831
00:25:25,880 --> 00:25:27,440
are so brilliant to what you're saying.

832
00:25:27,640 --> 00:25:29,580
And from somebody that reads a lot of

833
00:25:29,580 --> 00:25:31,560
books, I'm sure like you do, like it's

834
00:25:31,560 --> 00:25:34,420
amazing on how much knowledge you have of

835
00:25:34,420 --> 00:25:36,780
so many high-level concepts and how you've

836
00:25:36,780 --> 00:25:39,520
taken those and broken those down to really

837
00:25:39,520 --> 00:25:42,440
actionable things and then taken that to a

838
00:25:42,440 --> 00:25:44,800
whole nother level, even using incorporating technology.

839
00:25:45,280 --> 00:25:46,380
I don't even know where to go because

840
00:25:46,380 --> 00:25:47,200
I can see it for an hour.

841
00:25:47,600 --> 00:25:48,580
But let me ask you this, as we

842
00:25:48,580 --> 00:25:50,480
get closer to wrapping up, what is one

843
00:25:50,480 --> 00:25:52,980
thing that I should have asked you, but

844
00:25:52,980 --> 00:25:55,360
I didn't, that you think can help entrepreneurs

845
00:25:55,360 --> 00:25:57,480
that are watching this that are trying to

846
00:25:57,480 --> 00:25:58,120
find their way?

847
00:25:58,180 --> 00:25:59,980
They're trying to find the solutions to market.

848
00:26:00,060 --> 00:26:01,720
They're trying to find how to use technology.

849
00:26:01,720 --> 00:26:03,680
They're trying to figure out how to fix

850
00:26:03,680 --> 00:26:05,900
these sales issues they're running into to be

851
00:26:05,900 --> 00:26:07,880
able to scale the way that they really

852
00:26:07,880 --> 00:26:08,980
want to scale and grow faster.

853
00:26:09,620 --> 00:26:11,040
Yeah, no, it's a great question.

854
00:26:11,040 --> 00:26:12,660
So if I'm gonna kind of break it

855
00:26:12,660 --> 00:26:14,300
down to like three points.

856
00:26:14,540 --> 00:26:16,860
So the first thing is, is you guys,

857
00:26:17,020 --> 00:26:18,900
everybody listening to this call needs to look

858
00:26:18,900 --> 00:26:19,860
at the culture index.

859
00:26:19,920 --> 00:26:22,680
The culture index, this is something that we

860
00:26:22,680 --> 00:26:22,940
did.

861
00:26:23,040 --> 00:26:24,960
So I have an AI software company now

862
00:26:24,960 --> 00:26:26,900
that kind of disrupting the home services space.

863
00:26:26,920 --> 00:26:28,320
And one of the things we did is

864
00:26:28,320 --> 00:26:30,240
we had sold a percentage of the company

865
00:26:30,240 --> 00:26:32,020
when we were kind of getting our patents

866
00:26:32,020 --> 00:26:32,820
and stuff on it.

867
00:26:32,940 --> 00:26:34,960
And what happened was it was two companies

868
00:26:34,960 --> 00:26:36,860
that were kind of merging at the time.

869
00:26:36,960 --> 00:26:38,820
And so I got introduced to the culture

870
00:26:38,820 --> 00:26:41,120
index about nine months ago through this process.

871
00:26:41,560 --> 00:26:43,200
And what we ended up finding out is

872
00:26:43,200 --> 00:26:46,020
we sent out, it's an application to take

873
00:26:46,020 --> 00:26:47,100
the culture index test.

874
00:26:47,200 --> 00:26:48,540
It's like 40 bucks a report or something

875
00:26:48,540 --> 00:26:48,980
like that.

876
00:26:49,280 --> 00:26:50,560
And what I did is I sent it

877
00:26:50,560 --> 00:26:52,780
to a bunch of different employees and what

878
00:26:52,780 --> 00:26:56,520
it does is it compares what the employee's

879
00:26:56,520 --> 00:27:00,520
maximum like happiness and efficiency is.

880
00:27:00,700 --> 00:27:02,500
So for an example, I'll just use the

881
00:27:02,500 --> 00:27:04,220
case in point, like there's something that's called

882
00:27:04,220 --> 00:27:07,880
like an engineer and an engineer basically, they

883
00:27:07,880 --> 00:27:09,720
don't wanna work in group settings.

884
00:27:10,140 --> 00:27:12,780
They're not super, super entrepreneurial.

885
00:27:13,300 --> 00:27:15,420
They have a very, very high level of

886
00:27:15,420 --> 00:27:17,480
detail and they have a very, very high

887
00:27:17,480 --> 00:27:18,340
level of patience.

888
00:27:18,840 --> 00:27:21,760
Well, I had a loan officer that worked

889
00:27:21,760 --> 00:27:23,180
for me that was an engineer.

890
00:27:23,700 --> 00:27:25,260
He is in the wrong seat.

891
00:27:25,760 --> 00:27:28,480
He probably somewhere along the line, somebody told

892
00:27:28,480 --> 00:27:29,460
him he should get into sales.

893
00:27:29,620 --> 00:27:31,380
But then what it does is, is it

894
00:27:31,380 --> 00:27:33,180
tells them where they're perfect capable.

895
00:27:33,380 --> 00:27:34,760
And then the other bar chart it gives

896
00:27:34,760 --> 00:27:38,840
them is what their current job is making

897
00:27:38,840 --> 00:27:39,360
them do.

898
00:27:39,700 --> 00:27:42,380
And his description was the complete opposite.

899
00:27:42,480 --> 00:27:45,480
Basically he was doing the things that he

900
00:27:45,480 --> 00:27:47,780
was not skilled at and he wasn't doing

901
00:27:47,780 --> 00:27:49,400
the things that he was very skilled at.

902
00:27:49,820 --> 00:27:51,480
So what it did is we a lot

903
00:27:51,480 --> 00:27:54,360
of times hiring people and is one of

904
00:27:54,360 --> 00:27:56,120
the most difficult and expensive things we can

905
00:27:56,120 --> 00:27:57,840
ever do is the hiring and firing process.

906
00:27:58,400 --> 00:28:01,060
So going through and having your employees all

907
00:28:01,060 --> 00:28:03,100
take this and what it does, it tells

908
00:28:03,100 --> 00:28:05,420
you what job they're best fit in and

909
00:28:05,420 --> 00:28:07,040
what their current job is making them do

910
00:28:07,040 --> 00:28:09,680
and reorganize your business in that way.

911
00:28:09,880 --> 00:28:12,240
And we were surprised people that weren't in

912
00:28:12,240 --> 00:28:15,300
sales had the strongest sales characteristics ever.

913
00:28:15,440 --> 00:28:17,260
And they were in an admin role and

914
00:28:17,260 --> 00:28:18,480
the people who are in a sales role

915
00:28:18,480 --> 00:28:20,880
had the strongest characteristics to be in a

916
00:28:20,880 --> 00:28:22,080
like processing role.

917
00:28:22,320 --> 00:28:24,020
And so we were able to reorganize the

918
00:28:24,020 --> 00:28:27,280
business by without hiring, without firing and put

919
00:28:27,280 --> 00:28:28,740
people in a position where they're much happier.

920
00:28:29,180 --> 00:28:30,200
So that'd be the first thing I would

921
00:28:30,200 --> 00:28:32,400
suggest people doing because no matter how good

922
00:28:32,400 --> 00:28:33,740
you think is and no matter how much

923
00:28:33,740 --> 00:28:34,740
you think you have people in the right

924
00:28:34,740 --> 00:28:36,480
seat, you don't have people in the right

925
00:28:36,480 --> 00:28:37,060
seat in your bus.

926
00:28:37,120 --> 00:28:37,720
I guarantee you.

927
00:28:37,980 --> 00:28:39,520
The second thing I would tell every single

928
00:28:39,520 --> 00:28:42,520
person to do is start to really look

929
00:28:42,520 --> 00:28:44,360
at and embrace the world of AI.

930
00:28:44,920 --> 00:28:45,800
And so I'll kind of give you an

931
00:28:45,800 --> 00:28:46,180
example.

932
00:28:46,460 --> 00:28:48,800
So we took the home services space and

933
00:28:48,800 --> 00:28:50,400
there's probably a lot of entrepreneurs that are

934
00:28:50,400 --> 00:28:51,720
in somewhat of the home services space.

935
00:28:52,000 --> 00:28:53,640
And what I learned about the home services

936
00:28:53,640 --> 00:28:56,260
space was it's a reactive industry, right?

937
00:28:56,300 --> 00:28:58,220
Like my roof is messed up and it

938
00:28:58,220 --> 00:28:59,440
leaks, I call the roofer.

939
00:28:59,440 --> 00:29:01,780
My HVAC goes out and I call the

940
00:29:01,780 --> 00:29:03,060
air conditioning guy.

941
00:29:03,180 --> 00:29:05,120
I decide I want turf in my backyard,

942
00:29:05,360 --> 00:29:06,360
I call the turf guy.

943
00:29:06,880 --> 00:29:09,000
So what we did is we basically took

944
00:29:09,000 --> 00:29:11,180
recent aerial imagery of a property.

945
00:29:11,520 --> 00:29:13,120
And what we did is we were able

946
00:29:13,120 --> 00:29:16,820
to run an analysis and determine to flip

947
00:29:16,820 --> 00:29:19,820
the home services space into from a reactionary

948
00:29:19,820 --> 00:29:22,000
environment to a predictive environment.

949
00:29:22,140 --> 00:29:24,500
So now I can scan properties in an

950
00:29:24,500 --> 00:29:26,640
area and those properties in the air, I

951
00:29:26,640 --> 00:29:28,820
can tell a roofer, hey, these are the

952
00:29:28,820 --> 00:29:31,860
172 homes in your market that have a

953
00:29:31,860 --> 00:29:34,040
fair or poor roof condition with a useful

954
00:29:34,040 --> 00:29:36,820
life of less than five years on that

955
00:29:36,820 --> 00:29:37,340
useful life.

956
00:29:37,740 --> 00:29:39,760
These are the people you should target because

957
00:29:39,760 --> 00:29:41,300
they don't know they need a new roof

958
00:29:41,300 --> 00:29:42,900
leak but within the next one or two

959
00:29:42,900 --> 00:29:44,900
storms, they're going to end up needing a

960
00:29:44,900 --> 00:29:45,360
new roof leak.

961
00:29:45,720 --> 00:29:47,760
Now you're gonna be being able to dominate

962
00:29:47,760 --> 00:29:50,340
that market because nobody else is getting that

963
00:29:50,340 --> 00:29:50,860
information.

964
00:29:51,240 --> 00:29:52,600
And so if you're hearing this and you're

965
00:29:52,600 --> 00:29:54,660
in the home services industry, this isn't a

966
00:29:54,660 --> 00:29:56,440
pitch for our company, I wanna teach you

967
00:29:56,440 --> 00:29:58,280
guys something on how to change your marketing

968
00:29:58,280 --> 00:29:58,640
because.