Seven figure success starts when you start thinking like a CEO.
Welcome to the John Kitchens Coach podcast experience as your host, John Kitchens.
Get ready to think bigger and transform your business into
a path to lasting freedom.
What is happening?
Everybody, man.
Thank you guys.
Tuning in to another episode of One Big Fire Live.
We've got me and cousin in the house, episode 59, and, um, man, yeah, it,
it's, um, let's, let's, let's jump in.
So we were, we were talking about the article and BAM, um, a
couple days ago where they were, um, kind of talking about, um.
Real estate deals might be a pro athlete sponsorship.
And so we were talking about, um, the number one draft pick in the WNBA this
past year, uh, place there in Dallas.
And we were just talking about, um, kind of seeking sponsorship
deals and being able to leverage.
Her her game, her her looks.
Um.
And just the street cred credibility overall.
Number one draft pick to be able to leverage to be able to
get some things that she wants.
Um, looking at her overall contract and then they were doing the comparisons
to live in DFW and, and given the comparisons of what it costs to live
close to where their facility is, which is closer to Fort Worth, they were
drawing some comparisons on what it cost to rent a single, um, a two bedroom or.
Purchase and make a home.
She ain't making enough money off her WNBA contract to even live in DFW.
And so you, you start to look at that and, you know, how do you,
how do you go about creating liver?
So we were just kind of talking through there, you know, the NIL money.
I mean, I think she, what, what reports she made?
Like 1.4 million in NIL money versus what the overall, you know.
That they have within, within the league.
But you started talking about from, from a leverage standpoint, because as you're
talking to a lot of agents that are, are, that are looking and, and navigating and
jacking position within the real estate space right now, you, you brought up
the key word, you brought up leverage and I, I would love for you to kind.
Unpack that a little bit because there's some, some thoughts that
I have that we, you know, what we did to survive, but where I see
a lot of, a lot of trends moving.
Yeah.
I mean, you know, there's a couple things that always come to mind when
I think about, you know, you know, what, what, what we've experienced
and, and, and the things that have worked really well for us and, and.
When, when it was in Lawton, you know, again, the gift we were given of being
in Lawton was, you know, optimization.
Like we had to dial it in in order for it to be profitable.
And so, you know, that, that, that was a gift, you know?
Um.
You know, there, there's leverage.
And I think you, the pe you know, I, I just met, I just literally met last night
at, at the Cowboys Club a hundred, a hundred, um, agents coming over to exp,
coming back to exp actually, um, chose to align with us for a lot of good reasons.
Um, good humans, right?
People, like it's a great fit and super excited about it.
It's gonna make a huge splash when they join.
Um, lot more, more to come after that.
It's just, just a, a, a blessing to get in alignment with the right
kind of people that, that, that.
Understand leverage.
Like, you know, they left exp because they didn't structure things properly.
Mm-hmm.
To get the amount of leverage that you can get with this model, right?
Mm-hmm.
And, and, and they're coming back understanding now they get to the
line with whoever they want and we're gonna structure things correctly
to get gain the most leverage.
From the model.
Mm-hmm.
And so, you know, it was just, it was just like, what a ballsy move to take, I think
at the time, 200 agents and leave exp because you understand leverage that well.
Like that's a really gutsy, gutsy, gutsy call.
Right.
But they, they understood leverage.
And you know, I, you know, and I, and I'm talking to agents
and there's, you know, some, uh, leaders, there's 12 of them here.
And, you know, they're all different sized businesses.
Some of 'em have teams.
And you know, you know, the challenge everybody gets to at a
certain point is you get so busy.
You know, you, you don't even take a look at the things you're doing that
are, you know, that are, you're not getting any leverage in the activity.
It's not the highest dollar producing activity.
Um, and when you understand EXPs model, you understand the power of leverage.
When you join with us, you understand the power of, we're gonna onboard
'em, we're gonna add all this value, we're gonna do all this, you know,
this, that you don't have to do and you get compensated as well.
And so, you know, it's just, it's, it's fascinating to me.
I think that.
You know, you know, most of us don't wake up every day thinking
about how are we getting the most leverage, um, to be successful.
And, you know, that's, you know, Paige's situation, you know,
obviously she's got the, the leverage of the NIL deal to mm-hmm.
To make the, and the big three, um, to make a whole lot more money.
So I, I think the article's a little bit misleading in terms of, you know, sure.
You can't afford to live in a house because she had all kinds
of leverage there that mm-hmm.
That, you know, that allows her to be able to buy whatever she wants.
So.
But, but yeah, it's, you know, it's, um, I think that's a piece that, that,
you know, wake up every day, look at where you can gain the most leverage.
Um, meaning the thing that you do pays you for a much longer or for the
thing that you do, creates results the most often, the most predictably.
Um, when you can do those things, that's leverage.
Mm-hmm.
And, um, you know, it's what we focus on.
To, to help agents grow their business.
Um, but I, I just feel like it's, it's a, you know, it was super inspiring
to, to meet with a group of people that understand it at the highest
level, um, because they were willing to walk away, um, for six months to
come back and gain more leverage.
And that was cool.
Yeah.
Yeah, it is really cool.
And, you know, I think about it in, in, in so many different ways, right?
And you look at as.
Your business accelerates and you gain more momentum, and especially when you
can solve for, and I know that's, that's where your focus has been, is helping
solve for customer acquisition and being able to understand how to consistently
and predictably acquire new opportunities.
Um, once you kind of unlock that.
Mm-hmm.
And.
And able to, to really start to set some, some real goals because now you have, you
know, the engine to be able to, to grow.
Yeah.
I think, you know what, what we've always told agents over the years is
that once you gain that momentum and you start getting, you know, some
market share, the biggest threat is.
Opportunity.
Mm-hmm.
Because sometimes you don't know what to say yes to and what to say no, no to.
And sometimes when you latch onto Say Yes, until you have to say no, can get
you in and get you a little bit of a bind.
And so, but as, as those oppor opportunities come, being able to
have a filter to, to, to process them.
But there's so many.
Opportunities and, and, and to create win-win relationships.
And so like, I love to default back to all of, you know, the bites of
the apple within the real estate space that when a transaction
happens, how many people get fed.
Mm-hmm.
And, and so when you control customer acquisition and you gain that momentum.
Now you have leverage to unlock other revenue streams.
Yep.
And I, I just, I, I, I push a lot of these agents that have customer acquisition
on point to be like, listen, you're leaving a ton of money on the table.
You need to make sure that you are in a good relationship.
And it doesn't necessarily mean that they're, they're, they're paying for this
or, or, or, or giving you money for this.
Uh, and I, and I default back to, to Mac.
Right.
You know, our, our, our pest guy back in, back in Lawton.
Yeah.
I remember the day he walked in, he used to slip US envelopes and he
walked in one day and just said, boy, this, I ain't paying you no more.
However, whatever you need, I will be there.
And literally for the next 10 years, anytime we call, Hey
Mac, man, dude, I got spiders.
He's, Hey, no worries bro.
I'll be, I'll be there this afternoon.
And but that's a win-win relationship.
Right.
And I think that's where a lot of agents, they get to a certain point
is that you've gotta just always be looking because now you have leverage.
Mm-hmm.
With these other opportunities, and we were talking before we came on.
Just, I've been really bullish in seeing the direction since 2021.
I think it slowed up a little bit just because it was, you know, the real
estate sales accelerated, but kind of where things were going was more
on the acquisition side of things.
It's the, it's the Kyle Whistle strategy right now.
Right?
It's his path to get to a billion is.
His acquisition, he's acquiring opportunities everywhere he's going.
And I think you're, we're gonna start to see more and more of that as the, the, the
bigger teams become bigger because they're aligning to work together to grow faster.
Mm-hmm.
More what you're saying?
Leverage.
But the thing like co what Cody Sanchez is talking about, being,
being paying attention to.
The businesses that are going to navigate really well over the next 18, 24, 36,
48 months, um, until we see an uptick in whatever this housing market's gonna do.
Because what do, what do we know to be true when, when there's fewer home
cells, what, what do, what do people do?
They remodel their home, right?
They, they add onto their home.
They, they, they, they do these things.
And so you look at where is the opportunity?
Within that, right?
Mm-hmm.
Customer acquisition, you're talking to motivated sellers.
They can't sell, they don't wanna sell.
Where are they gonna go?
What other solutions do you have?
Right?
So I think that's just being thinking.
A little bit differently.
Thinking outside of the box is super important.
For sure, for sure.
Man.
I mean, you know, you think about, you know, you want to be the agent of choice
for the lifetime of home ownership, not for the first real estate transaction.
So like, you know, going back to, you know.
Old, you know, HOA, you know, the, uh, you know, the first real estate transaction
you do with someone is equivalent of 3% of the lifetime value of, of that person if
you make them a raving fan of what you do.
Yeah.
Um, there, there's so much more to, you know, to value you can bring to the
table in alignment or even, you know.
You know, all, all the things you're talking about, spending money and
remodeling, all, all of you should be the conduit to all of that.
And, and, you know, there's opportunity in being that, yeah.
There, I mean, there absolutely is.
I mean, you know, recreating, calling it whatever you want.
I mean, essentially the whole raving fan program.
I mean, you've got all of the connections, you're the go-to resource.
I mean, to me that is, that's how you have to be positioned, right?
To where everybody's constantly coming back to you, but you're unlocking new
opportunities because, you know, you, you do have all the connections, but
I, but to me, it just, it, it comes back down to what you're solving
for is predictable, consistent.
Customer acquisition, really being able to, to have that engine.
Uh, and I think more importantly, you know, the value you bring.
Right?
What's the value that you absolutely bring?
I was listening to, to something with Ryan d the other day, and he's just like.
He, he was talking about goals.
He's like, I get, so he goes, I laugh.
You know how Ryan is.
And he's goes, I just, I just, I laugh at these people.
They're talking about what their goals are and I'm like,
well, what value do you provide?
Mm. Answer that question first.
What value do you provide?
Then you can set goals.
You barely see it.
It is a add value.
Like that.
That's value.
That is the game.
Yeah.
Um, yeah.
Dude, you go back to Cal Whistle.
You got me thinking too, so like part of me, part of me.
Cringes when I hear, you know, acquisition.
'cause like there's so many moving parts.
Um, but it, when you look at how inefficient most of these
operations are, and you, and you understand, especially with ai, I
mean, I, we had a fa fascinating conversation about that this morning.
Like, you know, I, I can, you know, I can put 10 agents on leads and they'll,
you know, a, a certain percentage of 'em will call 'em a certain
percentage of the time and then the rest of 'em will say the right thing
a certain percentage of the time.
Mm-hmm.
And we're, we are literally already, it's already there.
It's like it's already happening.
People are already adopting it.
A hundred percent of the time it does what it's supposed to and says the right
thing a hundred percent of the time.
What are the efficiencies that I feel like teams now and brokerages now
that provide the customer acquisition?
Uh, for agents?
The gains in efficiency across that at scale are, um.
The biggest lift to what we'll see in, in, you know, in team productivity mm-hmm.
Um, that we've ever seen.
Right.
We try to do it with more manual labor, um, you know, ISAs on those calls,
you know, there, there, and you know, you gain some percentage points be
like, what will be the effective net?
Increase in productivity when a hundred percent of the calls get made when they're
supposed to, and they say a hundred percent the right thing every time.
Every time.
And that becomes the norm.
And so, you know, I've had, I've, I've, you know, every time now I get
a call and it's, you know, I don't know that everybody's this way at
this point, but, you know, if I get on a call and it's say ai, I'm like,
see how smart this one is, right?
Mm-hmm.
Like, I want to just test it so I can see, okay, you know, am I getting
value out of this conversation?
'cause if I am, I'll just keep talking until I figure out what
the hell it is it's trying to do.
Mm-hmm.
And so if it's in a, you know, if, if it's.
Something that I'm trying to do and it's helping me, I'm gonna use it as
leverage no different than I use chat GPD.
Mm-hmm.
And so, um, and so it's interesting, you know, that that adoption curve will be
a lot slower probably than, um, it may be faster than most people think, right?
Mm-hmm.
I think, I think that's probably true.
It'll be faster.
Uh, the adoption of, you know, I don't mind talking to AI
because AI's getting me to.
Why are we using ai?
'cause it gets us to the goal faster.
We're able to get the answer faster.
I I trust it more.
It's gonna be more accurate and, and the thing Yeah.
As long as I can trust it.
Yeah.
I broke Chad with GPT twice now and it lied to me and so, you know.
Mm-hmm.
Me and Chad, GPT and Crock, I broke 'em both.
You know, I said, you know, I'm losing trust.
Like you keep telling me you're gonna do something and you're not doing it.
What does that mean?
Oh, I'm you, oh, I'm so sorry.
I know I shouldn't do this.
Da da da.
And then it would give another time.
It would get it done by, it's like it didn't get it done.
It's, and it doesn't know how to not say it can do what it can't do, but it
couldn't do what I was asking it to do.
But it kept thinking it was interesting.
But, um, you know, so like, you know, I lose, I lost a little bit of trust
because the, the task I was having to do, which was suggested by both Chad,
DBT and GRA is like, take a photo of all, all of your slabs, of all my cards.
Right.
I was just trying to get it in a database.
And I was like, I can take pictures of all this, and you'll take that photo
and you'll extrapolate all that data and throw it into a spreadsheet for me.
Yeah, I'll do that.
I can have it done by this time.
You know, and then it never, it just couldn't do it.
It couldn't read the slabs for whatever reason.
And, um, and it, anyway, so, you know, there the trust is important and I
think, you know, sooner than later it's gonna be always giving you the right
answer, always giving you what you want.
And, and, you know, the, the AI conversation is almost as
valuable or more valuable and more trusted than even a human right.
You know, you know what's crazy too?
I don't, I don't mind it anymore because I, I know it's gonna get me
there faster and connect it faster than, than with the human, however.
What I'm starting to experience though, once I can get through the AI
and it does get you to a human, it's getting you to a rockstar, right?
So it's starting to replace all the entry level.
Right folks, like you said, you know, they might be hungover, they might be
battling, they might have just, you know, kicked the dog on the way to work.
They might, you know, they just be in a bad mood.
And you, you just, you're, you're dealing with the emotional fluctuation.
You're not, you not the consistency.
You not gonna know what you're gonna get.
So, like, I literally don't mind it as long as it's getting me where it is.
Yeah.
But it's getting better and it's getting better.
And so I think we're definitely gonna see that consistency because,
you know, I was sitting in here.
And, um, listening to, uh, dur DER's team was on, you know, they're a part
of place, so they were in listening and they're kind of going through and
they know, I mean, the data's the data.
It's there.
They know when you have x number of market reports, it equals X number of listings.
You have x number of home search, it equals X number of clients.
Yet the data's there, but yet the agent still won't make the phone calls.
Mm-hmm.
They just still like, and, and listen.
They know they have the best of intent.
They just won't do it.
Why?
Like, that's the definition of insanity.
So, so why, why are you gonna keep pushing on them?
Why?
Like AI is going to just make that just seamless.
It's gonna happen every time.
It's gonna be consistent and it's, it's.
I mean, at the, at the end of the day, the consumer, like,
you're following up with me.
Speed of response.
I mean, what is the, what is the average speed to lead these days?
Days.
Like it's, it's wild.
Yeah.
That's, I mean, there's the, when you really extrapolate that and, and we, we
should, we should take some of the, the baseline data that we have in the years
of experience of doing this and, and, and run that through Chad's GPT and say,
what would the efficiencies gained be?
Um, and see what it gives us back.
You know, it's, and, and again, I think the, the, the piece that's super important
is that, you know, you know, it's like when I want an expert at the end of
that con, when I get to human, it better be the best human, you know, possible.
Not the new one that, you know, that wouldn't make the calls.
And I'm doing it on behalf of those people.
Those people are gonna be out of the business.
Yeah.
I think it's gonna shrink, you know, your, it's gonna increase productivity
of your top 20, 30% of agents mm-hmm.
That are actually.
Good at what they do, and you know, we're going get rid of the agents
that, that, that it's not gonna be, it.
It was such a volume game for so long to scale the teams like, you just gotta know,
you gotta recruit, uh, you know, over and over and over and over and replace
the crappy ones with more crappy ones.
Mm-hmm.
And every once in a while, while it'll become good, I just think that that's
gonna, that has to shift at some point.
Um, you know, the, the, but yeah, it's, it, it, it's.
It's the most thing, it's the thing I'm most interested in
watching the efficiencies gained and, and productivity of teams.
And I think teams are gonna grow bigger and faster than
they ever have because of it.
Mm-hmm.
Yeah, man, it's cool, man.
It's awesome, dude.
I love it.
It's an, it's in, it's, it's the inefficiencies, but it's redesigning,
you know, like you said, we're ta, we're talking about efficiencies,
but how do you design it?
And so, you know, makes me think.
Um, watched, watched the, um, where the McDonald's brothers on the
tennis court drew out the, the first remember So three iterations Yeah.
Where they lay out the, the McDonald's.
Yep.
And it's, but it's, it's the visualization and it's gotta be, it
can't be complex, it's gotta be simple.
It's gotta be efficient in how the work gets done.
And, and remember, it's the who not how concept.
It's like, okay, what, how, how do we get ai the who to help us?
You know, make this as seamless and as efficient as possible.
I got, so, alright, so let's, let's play this, play with this for a second.
All right.
So, so like, think about you put your, put put yourself in the mind of the consumer.
I've never actually thought about it this way.
Okay.
So, and, and I have, I guess 'cause I think about like, hey, once you
understand, like when we're running an ad and we, and we say this price
point, this location, this product.
This image, who's the most likely buyer, and Chad, GPD comes back and
says, here's your two buyer profiles.
The people that are buying today got jobs here.
They're moving from here, here, and here.
Mm-hmm.
Or they're local and they're trying to get their kids in this school district.
It gets you all this data.
Right?
And so if that person gets on a call with ai, it no longer just
knows how to handle objections.
Most people are filling the, the, the AI with content related to
just getting to the appointment.
But what is that person's hopes, fears, concerns, desires, that if they asked.
Yeah, what, you know, where are you moving from?
And AI's and they, and AI's asking it where you're moving from.
And then it knows what your biggest concerns, fears, and desires are.
How it can talk to you is how I would talk to you as a human if I knew
that information as well, right?
Mm-hmm.
And so I think that's been missing.
And most of these AI that's rolled out, they're not uploading the, the.
Market information and understanding that piece so that it can talk directly to,
hey, if this is your biggest concern, you know, out-of-pocket expenses.
You know, most people moving from California, their biggest
concern is this, this, and this.
Um, and when Nick can start having the conversation, that's more value.
Than what any person could probably have consistently.
That's when, that's when I'm gonna talk to it about, okay, well what about this?
All right, well what, that's what happens when I get into a
chat GPT wormhole, is I ask it a question and it gives me some shit.
I didn't even think about it and knew the answer to what I was.
It was, it was thinking about what I should have been thinking about
when I was thinking about it yet.
Yes, that's a really interesting.
Um, you know, and again, it's only as good these bot these, you know,
these AI agents are only gonna be as good as the information it's fed.
Mm-hmm.
So I think that when you take all the things we're doing to front end generate
the lead, and you put that on the back end for the conversation, that's where
it's gonna become super powerful.
I'm ready to go build one now.
Super and super, super powerful.
But let's go back to the very first thing that we said.
You know, that, that.
Ryan talks about before even setting goals is what is your value proposition?
Mm-hmm.
Like what are you uniquely qualified to help somebody do?
Mm-hmm.
And that's where it has to start, right?
So now, if, and, and I've seen that so I can't wait for you to look at it.
So, you know, within, within Huey, you've got Spark, right?
You've got the whole spark pad.
That's the very first thing.
It's like, like chat, GPT custom, GPT built for real estate.
Then you got the best tool I've ever seen, which is satori, but he's got one
that's even cooler and it's called Sphere.
And this is where all, all it's, all you need is a name and an email
address, but you have to make sure you know what your value proposition is
first, because when you have your value proposition and you meet somebody and
you put in their all and, and it pulls up all of their information and their
disc profile and like it's bananas.
All the information you can get off of somebody with a name and an email address.
And then it knows your value proposition and it knows who they are, and it tells
you exactly how to communicate with them based upon what's keeping them up
at night and what they, what they want to accomplish and their personality in
alignment to your value proposition.
Yeah.
And so being able to do that with, with, with, with sellers, being
able to do that with buyers, right?
We're talking about, you know, that's where on the recruiting
side with, with agents.
But it's the same thing, right?
Like if, you know, like, like if you know your, your value proposition, so like,
let's take Renee for example, right?
Renee.
Renee Velasquez, og Honey Badger Cleveland.
Yep.
Her niche is that.
Last transition, right?
Yep.
Of, of just because of what she's had to go through with her, with, with
her parents over the last two years.
Like she just understands the emotional that happens in that last move.
And you've got a home that has a couple possible outcomes, right?
Who's gonna get the home?
You've got parents that, or you got kids that love their parents.
You got kids that want nothing to do with their parents.
Then you got.
If they don't even have any kids, the house just ends up with, with distant
niece or or nephew or or cousin.
And so you got all these different, but just think about from an AI perspective
to be able to help navigate, 'cause that's your value proposition of how
you can help them in the best scenario.
You talk about speed and just efficiencies and I just think through, bro, the
months on the whiteboard of how we would work through these scenarios.
Months we would spend with stuff on the whiteboard, working
through growth engines, working through value propositions,
working through efficiencies.
Now done in just a matter of moments.
It's wild.
Yeah, dude, it's wild.
Super wild.
Fun times.
Speaking of fun times, we've got, um, an epic event coming up.
Um.
We're about what, six weeks, seven weeks out as we will be backing
the land for agent to CEO, um, CLE.
Um, I think we're what, a little over halfway tickets sold.
Um, and I think VIP is pretty dang close to being sold out, so we'll get
a, we'll get a solid update on that.
But if you guys are looking for the premier event to really, you know.
Accelerate and grow your business.
The whole evolution.
It is agent to CEO.
Um, we've got a heck of a cause with rock the spectrum as well.
Um, go to honey imagination.com, check out all of the details there.
For agent to CEOI know we've got rockstar lineup.
Uh, Ms. Tina, call Mr. Blake Sloan, Veronica Figueroa, um, you know, Albi,
yourself, me, um, and a. Host of others.
So I'm, I'm really looking forward to yeah, getting back
into the land for that event.
Events are more important now than they've ever been because the amount
of things that happened between one event that you went to six months
ago to the next six months is Yeah.
Fascinating.
Yeah, it's going fast for sure.
'cause Appreciate it as always.
And um, you guys out there, if you need anything, hit us up.
Um, and, uh.
Make sure you guys check out honey badger nation.com.
Check out, um, agent to CEO, and uh, we'll see you guys on the next episode.
Thanks for tuning in.
If you're done guessing and ready to lead like a real CEO with a custom
strategy, real accountability and proven systems, check out my executive
one-on-one coaching@johnkitchens.coach.
Fill out the application and book your one-on-one call with me.
Be sure to hit follow so you never miss an episode.
Catch you on the next one.