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have to get to a point in your life that you have decided not chosen like I just chosen no you've decided that whatever it takes I have to succeed at this and we have to shift our perspective of I'm not going to just do what I want to succeed I'll do what's required if you don't understand the marketing and advertising Concepts that we're gonna break down in this video I can almost guarantee you're not only going to leave a ton of money on the table but you're likely going to struggle to build a successful scalable real estate business for your entire life and ultimately be like one of the many agents that do deals until the day that they die because they can't afford to retire today I've got on a very special guest James Rembert also known as Zillow killer and we're going to be breaking down core principles of marketing and advertising how to apply them to your business so that you can build a scalable business now before diving in I want to mention a couple things number one you will not find this type of information anywhere else I don't see anybody else died to this level of depth and explaining these Concepts in a way that will shift your perspective and get you to better understand what you need to be doing right now to build a long-term scalable and very successful business where you don't have to be 30 years into the business still doing showings but rather building a business that will give you the lifestyle of your dreams the next thing is I'm going to link all of James incredible content below because he is a wizard when it comes to advertising and marketing and you're going to want to make sure to check out his content so without further Ado let's dive straight in and give you a life-changing perspective on how to apply marketing and advertising to your real estate business welcome back everyone we've got on a very important topic today that I'm excited for and a very special guest that's returning Mr James rempert the Zillow killer that everybody knows and and we're going to be diving into what I think is probably one of the miss most misunderstood but most important aspects of scaling your real estate business business which is the difference of marketing and advertising and how to apply both to your business based on an actual understanding of it so James what's going on man super excited to be back all as well all as well you're not more excited to be here so yeah man this this is going to be an exciting topic because we've jammed out about this before multiple times and and I think your philosophies of understanding this is much deeper than most and your ability to articulate that message is so powerful so you know before we dive into it maybe just give yourself a brief introduction for people that might not have seen any of our other content and then we'll start diving right in yeah of course of course um one thing I try and prep people is uh as one I don't talk about I only talk about things I know first and foremost um and I'm coming from a practitioner's standpoint so I was a active agent um I did very well that matured where that turned into a team that team matured into a brokerage that freed me up the time that I can go and build out an agency which is something I really wanted to do um that agency afforded me to the point where we were able to literally break the financial curse in our family's lives so if we understand what the industry offers and accept what the internet is and a sense of it being a presence not a destination then we can actually you know right now the rules of being successful are completely different it's there's no there's no Gatekeepers right we can have exponential growth so if we can separate what Market can advertise our marketing advertising is um and you know my thing is I try to remind the agent that uh I think you got into this to build a business not a full-time job right it's work is in there but let's get back to being an entrepreneur and let's build that way so that's kind of my focus right now yeah I'm trying to prevent Agents from becoming what we call Forever agents 100 yeah I think you know a lot of people don't really think about that scaling aspect of your business where they get into the monotonous you know hamster wheel of just you know what I've found and I'm sure you can Echo this is most agents can't think past the next deal of the next year and what happens is they end up repeating that same year for the next 30 40 50 years and that element exit strategy they don't have a scalable business they don't have a sellable asset they've got a career and they don't have something that they've designed to be something that creates The Leverage that they wanted out of their life so you know getting straight into it advertising marketing a lot of people think it's the same thing a lot of people don't even understand the differences why don't we start there and unpack what the differences are and how to understand each and then we'll get into how to apply each into their business based on where they're at today yeah yeah of course um well The Duality with marketing and advertising I think we need to understand that they are completely different I'm talking about night and day um in reference to uh the use of it uh marketing messaging that's all marketing is and with messaging you have to be able to communicate and every platform that we see is just an advancement of communication the unique part about marketing right now is every part of the marketing ecosystem is pretty much free if we use it right every platform gives us and it gives us the ability to Market um so let's just I'll stay there for one second where let's let's understand that every platform has its culture right but let's just view every platform as the distribution Channel let's not get caught up in it's Facebook it's tick tock I understand Facebook's culture I'm going to use that as my distribution Channel and I'm not caught up into the Glam and me trying to show how many houses I sold let's try and get in front of people that either want to work with me that might refer somebody to work with me and build up that awareness and Trust um in that platform and we have to see it as distribution that's how we have to view it as and then we get into advertising advertising is amplification the unique part about advertising is it's unnecessary if we build up our marketing advertised marketing is essential to your business right because you have to communicate you have to talk you have to put your message out there advertising amplification you do not have to amplify the message if you don't if you build up enough trust you build up enough awareness what happens is you build up enough Enterprise Equity into who you are other people talk about you which is why we're so caught up into referrals the strategy referrals I think is off the structured referrals is needed right where we just wait right we're more reactive when it comes to referrals if we're more proactive about communicating and putting our message out there or clearing up our message right because very few people you know I I try not to say branding because branding has a deeper context when you understand that there's very I don't think I know an agent that has a brand they have awareness that's what everybody can build but very few have a brand where the trust is so high like like Target right you can go on Target and go for toothpaste and leave out there with a carriage full of right because we trust the brand that Target is and they we ain't got to see we don't even have to see like commercials on the stuff we just know target has things that we will be most likely to use we trust the brand of targets we trust the brands that Target carry you can't name an agent that move like that right so I would love to say you know your agents have Brands every agent can build awareness very few people will be able to build a brand and awareness is enough awareness builds up trust and it builds a man and if we can do that that happens from marketing ourselves getting a clear concise message where people can understand right we do it enough right we're consistent enough that we build up enough trust we build up enough awareness and now we don't have to worry about where crossing our fingers hoping we get referrals we're doing we're doing things a little more proactive to get out there and that's all marketing that's all marketing right amplification is honestly empty if we don't have a message amplify a message or amplify anything to a stranger you just burning money right it's almost you got to look yeah we have to look we have to look at the same context as a stranger walking up to you and just Whispering Your Ear listen my bubbles are blue and you're like what the hell right that's that's how weird it is when you are sending Mark advertising something to strangers I can help sell your house I don't know you all I know is you're an agent I I that's that's easy so marketing messaging uh advertising amplification and if we can separate the two and accept that and the easiest way to just embody that is like I said marketing essentially the business advertising is a luxury you really don't have to do it if you don't want to it helps but you can only do it if you have a if you have a message to amplify yeah it clears it up completely and I think one of the one of the things to really drive this point home that I think again based on your practical experience that I think you might want to share is that story of what happened when you started to Market because you know I know that you've kind of unpacked with us before that yeah you you had an idea of who you thought your target Avatar was but then when you started putting out proper marketing you realize your target Avatar was a completely different demographic psychographic so do you want to unpack that so people can really yeah textualize what you're talking about yeah my my first year selling real estate um I sold to to you know four people in a right because I relocated from Harlem down to South Jersey um you guys are in Jersey Jersey is like the armpit of the country they ain't out here to do right and I come from a different environment in my mind I was going to dominate the black community that was my focus and I realized in my first year I'm doing something wrong so I got my very first coach my very first coach was Joshua Smith um I I endorsed him in everything he does um where he gave he just helped me understand not the business and I don't think anybody needs help with the business I think we need to understand the implementation of putting ourselves out there is the problem and what he said was it's not your business it's obscurity it ain't enough people to know who you are right and if we understand most of our business are failing purely because because of obscurity right or struggling because of obscurity and that's why you know when we said what you said earlier is people only think about closing the next deal here's the scary part Mike they have to because that's all they have right they close one deal a month they have enough to pay bills until the next deal close right not and that's that's the limited belief system that we've accepted same ideology like you know fourth quarter is going to be slow that's not true right it's just it's just a different time frame but that's not true and it's never about the market you know we get the oh the market is Shifting it's not the market it's about marketing and marketing is nothing more than messaging and every platform every platform is nothing more than an advancement of communication right the clearer I can communicate the more concise I can communicate my message the quicker I can build up trust in front of people so if we are willing to go that direction then we're good and that's what I did and I started doing videos now I'm a recovering introvert this is not normal for me right like I was good by myself and I understood that um being an introvert is keeping me broke the reality of it like I don't want to do videos I understand that then you want to be broke that's just what it is I would love to say there's another way or either you either you get out of who you are or you stay in the current construct that you've built for yourself and I had to take a complete identity shift and be the person that succeeds so I started doing videos and uniquely enough the introvert side of me allowed me to talk to myself in the videos like I literally was doing videos talking to myself like I would talk about things that understood The Red Doors and what I've experienced and I was putting them out on Facebook and that year too my business kind of grew to a level where I was about 16 15 transactions in second year right and finally I just was like you know where you got my information from and everybody I would talk to said they got the input my information from the Mom's Club of Cherry Hill or the Mom's Club and I'm like I thought that was a running joke like I was like it make any sense and um finally I looked into what the mob score was and he explained to me that's a Facebook group of Cherry Hill east and Cherry Hill West of over 30 000 women that we love your videos now year one terrible year two I did 10 million in sales year three I did 13 minute sales year four I went part-time by choice built by team and did six million in sales but it purely was done from me putting out videos I didn't start putting out advertising until I was working with my team like I myself I didn't I had no needs I had no reason to because I was putting out content consistent enough on Facebook now we all know the platforms have shifted but that Facebook group was a group of women over thirty thousand women here over 30 000 white women that would circulate my videos and I was focused on the black community and black people didn't buy for me not because it was a problem with the fact that I can assure you until you put yourself out there like you and you too you start to communicate you have no clue who your audience is you don't know who's going to do business with you same way we don't we really don't know what we can fail at until we try it right so the unique part about what the internet has offered everybody has the ability to gain awareness right you may not build a brand I promise you you can build awareness but the hard part is holding tight throughout the learning curve so you can get good I would love to say you can get on video and kill it you may not gotta put in the Reps that's why you can't go to the gym and just live to 300 pounds to put into reps get to the point where you can hold that type of weight and that's what happens when you guys put yourself out there but advertising should never be the first start of anybody's business at all because you don't have a message yet and any I say this to people all the time if you don't like Zillow then you should be offended by every software company that comes to you and say listen give me a budget give me a geographic area and I'm going to generate leads for you and they don't ask for marketing if they don't ask for what is your marketing message Promise You About To Burn through money so be offended at everybody if you offended at Zillow right so marketing essential advertising is a luxury and that's all I focused on was put myself out there and it freed up the ability for me to do things that I really want well I think there's there's two concepts there that I always like unpacking which is you know and I think this is at sometimes the fault of some coaches out there if you will that are saying to new agents well you know straight at the jump you have to identify your Niche you have like but you can't it's impossible to identify your Niche it's a journey your Niche is a dirt like for me I had no idea what type of content would connect with my audience so when I started my YouTube channel I just put out content based on everything that I had actually practiced myself I put out videos about my cold calling strategy my door knocking strategy social media strategies and then local market strategies well what I found after three months of consistent content was everybody wanted to know more about the social media strategies well what do I now do what's my Niche now is social media for realtors because I said here's everything I'm good at you pick what you what you align with and that now created my Niche but I think a lot a lot of people are are held back from progress because they're being told that if they don't have a niche that they can't move forward but you can't move forward because you you haven't put out the marketing and I think you know looking at what you've kind of unpacked there as well is that that aspect of people that don't really understand that formula that I know Alex hermosi talks about in a number of others too due to as well which is it the the formula for output or or execution is skill volume time well your skill set sucks because you put no time and volume into the activity so you're discounting yourself before you've even tried it's like trying to ride a bike you don't just get on a bike without the training wheels and start going you fall over you have training wheels there's an evolution of this process with repetitions and time and I think it's important for people to understand that marketing is going to be unfamiliar in the beginning because you might not have done it before but it becomes second nature through repetitive consistent action and that's what builds the definition of your business over time so you know now that you've really depicted the two and and we're able to differentiate where do people start and and what do you recommend people do that are saying okay now I understand that obviously advertising is a luxury I don't need to do it marketing is essential I have to do it where do I start what do I do well again we you have to too dominant you know Vehicles which are audio and video Don't Really Care which one you choose um I think the the the being bad part is what we don't accept right so I'll just tell you your first couple of whatever you do is gonna be it's gonna be terrible right but you have to be willing to put in a rep so you can get better at it and pick a platform do you need to be on all the platforms now they're not going anywhere like they're not going anywhere right now now you might and they may you take too long they may charge you know what I mean so that that that's a possibility but at the end of the day the the access that we have in reference to getting in front of the right people is I mean it's mind-blowing how we can connect with the right people or the right people will find you right and you know the hard part that a lot of people have is we we judge our beginning with other people's middle and we can't do that and I know it's hard I know it's you know you I'm saying that and people like nah I know we're studying we're reading and you may see like Mike's videos like you got 80 000 followers you could say that you had to start with one he had to start with one and that's what we need to accept that I'm going to now here's what I've been pushing to people and helping them understand is that you have to get to a point in your life that you have decided not chosen like I just chosen no you've decided that whatever it takes right whatever it takes I have to succeed at this and we have to shift our perspective of I'm not going to just do what I want to succeed I'll do what's required and what's required right now is to build attention I don't care how you get it set yourself on fire and people will come to see you burn but you can do something that's a lot less strenuous by putting yourself out there and getting better at it right the identity shift of of well it's not working for me we get better like we we we have to get better at it I know you got 20 views and you got 100 views we stay consistent we hold on to the learning curve until we get better and the best thing to do is pick a platform right pick a feature right if you're gonna do stories you have to do stories you need to find out at least what the technical side or the the the the the uh most aggressive side when it comes to stories you're gonna do reels you can do Tick Tock you're gonna do YouTube you need to at least accept the science behind whatever platform you choose if YouTube is it you need a video a week two videos a week you have to accept that pick a platform pick a feature and this is where you lock in but the amazing part about the internet is every platform is a distribution Channel I promise you I promise you if you put yourself out there people listen and you know sometimes we're like well uh no one's to hear what I have to say right now maybe not right maybe not and this is why we get better at that we start to find the right information that's congruent right here's an exercise that very few people will do but I'll say start here is and we we talked about this you know video prior to this decide what do you want right like seriously what do you is this a career or is this a business like which one is this because because they're they're two different paths there right and if it's a business then we start to do the components that we're trying to think of in a sense of I am I going to create this into a asset that either is transferable or it's appreciated what am I doing right and now we start to apply those components that make that possible but the one thing you're not going to be able to avoid is marketing pick a channel or pick a vehicle audio or video the great part about that is when you understand the scripture that says out of the mouth speak of the heart you learn how to be you and or you find who you are in the process because I promise you if your content isn't working for you right now if you stay consistent it's working on you and now we're getting better and we're getting better and we're locking in we're getting better because marketing is unavoidable it's unavoidable and we have way too many uh we have way too many tools that are free we have way too much access that's right here that's like intuitive right it's it's we ain't even got to go nowhere it's right there for us to fail there's no reason why an agent should be failing or struggling in their business in 2023 and I know that's like people like no you can't say that say it again there is no reason why an agent should be struggling or failing in their business in 2023 we have access to Too Much Information what we don't have is implementation and if we take the implementation side and challenge it or or or or verify through applying versus thinking like oh I think it ain't gonna work doesn't matter it works right video has been proven the problem is you haven't figured out who you're talking to yet so we challenge it or verify it through the implementation versus the thinking we get a lot much further and I just encourage anyone I accept the fact you're gonna be bad you might kill it but I accept the fact I'm gonna be bad and I can get better at it but the marketing side of your business building up your voice being able to communicate your message the only people that went in this industry are the people that can communicate the message the best that's it I don't care if you've been doing be 40 years if I can communicate it better than you I'll win it every time you know what I mean so everything that we offer in a sense of that we have access to we said it before it's nothing more than an advancement of communication so get better at communicating and that only happens by doing it yeah well and I see it all the time where people are comparing their chapter one to my chapter 20. it's like go back and filter my videos by by all this to newest and you'll see that I was petrified of being in front of the camera and you know terrified but I put a four 500 videos now on long form thousands on short form of course I'm gonna get better but I think you know a lot of people use this excuse especially in real estate where it's like well I'm a perfectionist well if you know the definition of perfectionism number one it ain't ever happening but number two the only way to even work toward it is repeated action for an extended period of time repeated action if you take no action you can never even get to Perfection so there's a lot of people like worried about how their content looks as you alluded to just accept that the first 10 videos are gonna suck they're gonna fall on deaf ears I would much rather have a 50 subscribers that are my friends and family with videos that suck that nobody's calling me out for then I have 80 000 subscribers and put out videos suck right you get it out of your system in the beginning and build that momentum but what I found too is that when you get better at marketing everything elevates because as you alluded to you know communication is the number one skill set agents need when you're when you're able to deliver a clear concise compelling incredible message on camera your ability to communicate in a listing presentation to think on your feet and handle objections your ability to think while you're speaking is so heightened that everything starts to convert better your conversion increases and your business scales but I think here's something funny Mike hold on dude keep pick that back up but here's what's funny is I mean they don't most agents don't understand is content is nothing more than conversation at scale that's it instead of one to one we're having conversations one to many and that's why getting better at this it's a lifeblood of your business the lifeblood of your business so I mean to cut you off but I just want to plug that in there like if they understood that that we're having conversation at scale because we all they've all everybody said it put me in front of them and I can sell them all right let me show you how to sell a whole bunch of people right not just one but let's get let's get a whole bunch of people and the problem is is Agents find out very quickly that they don't know as much as they think they know when they're not when they don't have the energy to transfer they don't have they don't have anybody to in front of them like I can't I have nothing to feed off and I just have to speak what I know yeah that's very humbling and that's why people pull away from it but it's essential it's it's essential and I'll I'll say this I want you to hold your thought there are so many agents that have a belief system that they don't believe and I say that because the belief system should create the impact or the actions for you it's a scripture that says a good man good man has enough wealth set aside for his children's children that's Legacy when you became an entrepreneur that's what you started being an agent in the fine print you agreed to Legacy and all we're telling you to do is put out videos and we're like nah I want to do that you don't believe what you say you believe just to be good you got to leave some behind you can't not just life insurance like to be good not like great or amazing just to be considered good um Mike you have to think of legacy and this industry has afforded us the ability to build wealth that's pretty much untapped in a sense of what we can understand if if get out our own way yeah well you know and and you know one of the things that I just wanted to unpack before I talk about a an important concept that I'm excited to get your opinion on is you know I hear this all the time well well Mike I I don't know what to record how do you how do you call yourself an industry expert if you don't know what to share with your clients right because at the end of the day going back to your principle of your content is conversations at scale well if James was your ideal type if if it was a client and he sat down in front of you and said hey Mike tell me about the you know the five reasons why I should move to Philadelphia well do you think you'd stutter you do you think you'd read off a script or do you think you could naturally talk right that's that's all content is and that's what converts because people now get to feel who you actually are what you stand for what you're about that's the beauty in it is that it's conversations with your ideal Target Avatar at massive scale so talk to the camera like it is your target Avatar because guess who's on the other end of it your target are right because nobody's watching a real estate video related to your Market just for fun unless you've got a couple loose screws in your head you're watching it because you're I Target Avatar right so I think some people think they have to uh be super entertaining yeah I think I think they they feel that and the the ability just to communicate what you do start there yeah well and you know the concept that I always get and and I'm really excited to get your opinion because I've got a ton of different opinions on this which is you hear a lot of people saying well Mike how do I determine the ROI on free content and what holds them up and holds them back from taking action is they're saying well Mike I've put out videos for three months and I still don't have any leads I still don't have any clients and what they're really misunderstanding is what the actual return on your time invested is what content what do you say to people that are that are questioning that because I'd love to share mine afterward well I I have a different perspective on how I view Roi I can't say the return on investment because that's time and it's you know someone that is Sweat Equity involved I mean yeah dollar and I need to see dollar out and I understand that part but but the amazing part of how I see Roi is if you're able to resonate you are consistent enough to build up omnipresence and you can tap into intimacy the return is Limitless and everybody that we follow everybody that we agree to and that we like online promise you you'll find those same components you can go down through the coaches to the info whoever you name they are resonating with you they're consistent enough that they build up some omnipresence and all I'm saying is you're getting in front of the right people at the right time with the right mindset if you are speaking to me in a sense of I can I not just find Value because I think that's too subjective but if you can speak to me where I can relate I'm gonna I'm gonna look at more of your stuff I'm gonna see what else you're doing what else is out there what else we got going on and from that we move into a space of intimacy right oh your camera froze blow of other stuff out there so we can so they have some uh uh Archive of information they can go back to and check out right that helps omnipresent you don't want to you don't want to pop off on some content and they gonna check you out and there's nothing there right you want to have something there intimacy be yourself right that that's what I'm telling you like I I think we're so you know some people are so caught up in it in the performance you can't find out you don't you don't have to be a caricature to succeed online you can be yourself if that's your thing then by all means but you don't have to be a character you don't have to be you know uh comical like I'm listen I'm straightforward when I talk right yeah I am this is me I'm not soft and pink this is just who I am I'm not harsh uh but this is me and I don't you'll never see me dancing on Tick Tock is not gonna happen right I don't care this is the thing it's not gonna happen it's not me right so I think the biggest thing is is is most agency to be okay with themselves first and foremost um and then be okay getting better like I said I was I was an introvert and I knew an introvert perspective or how I approached it wasn't enough and I had to make that identity shift and realize that you know when you when they realize that you can't have everything you want but you can have everything you are you have to become that person person of where you're trying to go who can sustain that wealth of success you're trying to be so Roi to me is resonate omnipresence intimacy you can already you can you can calculate where that goes from there you get that right game over and here's the crazy part when you can do that Mike sell whatever you want you guys sell housing we sell whatever you want after that point you know like you sell whatever when you're able to resonate you're able to build up some omnipres where you have an archive of information that people are consuming and they they they dig and and your the intimacy side of who you are people can see you right and no no I can see you win-win and there's no syndicated software or platform that can take that from you guys so that's what I said what's the ROI that's the ROI exactly I think it's like you know one of the best examples I always think about is like Dwayne Johnson right he's you know movie character wrestler content creator gets paid a million dollars 1.5 million dollars per post because people believe in everything because he shares his family he shares who he is you know who he is but he stands for what he's about tequila company blows up number one everything he touches turns to Gold because of all those principles that you just shared and I think it's a longer term delayed gratification mindset that people need to have in and where they're so embedded within this industry of saying okay you need to calculate five dollars spent he goes one lead a hundred phone calls equals x conversations equals x like I get it the numbers are important understanding the data is important but it's not everything and you can't do it with everything to the point where again you know I could never tell you that putting a 500 videos would lead to a multiple seven-figure per year business but I knew that if I follow a proven process that everybody else has proven in every other industry and I'm consistent with it for long enough it will work out it's not a matter of if it's a matter of when when it's just people are so caught up in putting a definitive timeline on when they should expect tangible results that they don't even take action because they can't calculate that so to them it becomes not worth it but the reality is it's not worth not to do it because you'll always be chasing the next hamster wheel if you don't execute on these principal foundations you know what I I realize um Mike is a lot of people and I say this a lot to different people our industry especially High lifestyle and conversation they want to talk about what they're doing and what they're going to do but the doing is not going to happen and you know people like ourselves we wanted to succeed we didn't want to talk about succeeding right we wanted to like I did not when I meet with different people no one can convince me can convince me tell my face that they grew up wanting to be a real estate agent can't nobody sit like to do when I was six I always wanted to be an agent no you got into this and you couldn't you couldn't figure your way out of it and the sad part about that understanding or that ideology when you talk about content you say all of the possibilities and the principles and yes you have to be you got to get good at it and you don't want to accept like I don't like how I feel I don't like how I look and we we just we get stuck in that mode we have prepared ourselves to sell real estate until we die and that's what people won't say out loud but I'll tell you if you don't Market your business and you don't build something that's either transferable or something that's appreciating you are going to sell real estate until you die and I would love to tell you you're going to hit some magic number and when I get to this amount of listen the worst thing to have is more life than money and you got more month than money that's a hard thing to have I mean some of y'all some people catch that and some people won't but you don't want to find out and I said this it was in a coaching call not too long ago you don't want to find out what strength is when strength is all you got you ain't got you have no other options but to be strong I'd rather you guys be strong now while you have options put yourself out there and build on that understanding that video works marketing works you just gotta get better at it right yeah and I know I don't know the time frame until you get better at it but who cares like at least you are putting that effort towards doing it versus those that are doing nothing and like I said you know that or that badge of honor you know we meet him I've been selling real estate for 30 years that is not impressive means you ain't figured it out yet like that's not that's not something you should boast about right you know what I mean like and you still doing like you still driving people around and it makes no sense to me right and we have accepted that as a norm I just refuse to accept that zone I don't knock anybody but it ain't nothing you should be proud about right it's like you telling me and I don't I when I say this I'm not saying that this is a bad thing but the one thing that our industry has learned how to do is we've learned how to produce Revenue people work jobs because they don't know how to produce Revenue you've learned the hard part that's why you got janitors for 30 40 50 years that because they haven't learned how to produce Revenue you have you have a leg up already if you accept that and understand that the internet has given you the access that you need to get out of this Feast of family mentality let's not accept that let's not accept that the market is bad let's accept it's always the marketing right it's never the market it's always the marketing when we accept that and start to do the things in a sense of I will do what is required I will no longer do what I want to succeed I would do what is required when you hear somebody like Mike says Hey listen you need to at least start putting yourself out on videos enough said right it's enough there's nothing else to challenge anymore 80 000 subscribers you you see the life enough set right when we do that and we we get past what Mike did it Mike is validation that it can be done I don't have to do what he did he just justifies it can be done and marketing at any business level is essential I don't care what you do it's not it's a non-negotiable and the easiest way to market right now is to put yourself out there on video and audio and get comfortable getting better at it that's very uncomfortable to say right this is like dude my is bad yeah I know you get better at it don't worry greatness is cultivated that is not genetics you get better at it just keep going right and we improve and then we start to pull elements that make us get better at it but we just can't I I refuse to accept and allow the industry those that hear me to to to believe that this is it ah this ain't it right in four years I did it for you with three years that I understood what to do first year I Did It My Way third year I knew I need to get out there and very uncomfortable very uncomfortable like I said I'm you've been around me I'm still I still have an introvert component where I'm cool in the cut right but I that that I had to become something else and until the industry except that right and I I hope that somebody catch what I'm saying you do not have to sell real estate 30 40 50 years you don't you can decide this is the time that I want to sell even if it's not transferable even if you can't sell it you can build up something that's extraordinary that you can decide in the time frame you've chosen to do but you really really want but you have to shift the understanding that I will no longer do what I want to succeed will do what's required yeah man this is you know this is my favorite conversation I love it and I think there's so many important principles that I really do hope people catch and I think you know to pull this full circle I would love to know your opinion on people saying okay I get I get the marketing is now what I need to do I up and screw it off for the last couple of years I haven't been doing it I'm gonna start doing it what what's your advice to people that are going to start with marketing we picked a channel we're going to be doing it for me it always comes down to different things like okay the movable middle you know you get a certain amount of content out we look at the data we adjust we improve over time like what does that Journey look like to ascend people from saying okay I'm gonna start I'm gonna suck to then okay now I'm starting to build momentum what's your advice for people for actually building scale with marketing um the question is tricky because we have to be able to pull from power we have to find people that have done it um I always tell people to challenge People based off their results right scripture says judge a tree by the fruit of bears if you can see what Mike has done that's proof right and when you were trying to figure out okay I'm doing it but it's not performing and you start to research on that information that you need to that middle part right like what is some I mean we can we can Google YouTube tactics all day Instagram like there the information is there so you need to connect with the person yeah this resonate with me you ain't got to buy anything you can resonate with the information that's being provided but it's the implementation right it's that's what we want to look for and even even if you use some information that it doesn't work you pivot it is okay hold the goal change the strategy but if we can get to the point where we move at the speed of implementation we can make those adjustments in that movable middle a lot faster where we don't just sit in it we apply it and let's say we we give it everything we got I mean again I don't know what everything you got what that means to you but we give it everything we got we're like I this right here is not working for me yet I need to Pivot right and we need to be willing to do that and you know when we when we can do that um and that comes with a massive massive mindset shift and a sense of deciding right deciding on what do we really want for our lives and like I said my my turning point of finding my uh movable middle was I realized that it was something I didn't know like I I just did like I'm I'm I know with the book said um I knew something I didn't know and that's why I was willing to pay to be with Joshua and get the information that I I needed and right now I pay upwards about 18 000 a month in my own personal coach the business fit type of business coach a fitness coach I have a life coach and I just hired a voice coach where I had a storytelling coach a couple months ago I'm willing to pay for the information so I can get where I need to go right so pulling from power is that's how you find that movable middle but you got to know what you want and then you connect with people that are congruent and if the information or what you see is applicable start with the free stuff before you go out there and spin and when you get to the point where you build something that you can spend dude I don't care what it costs like if you can get me where I need to go what it doesn't it the prices are relevant anymore you know what I mean so like like you know I said earlier I would rather you guys lean into the strength that you have now then have to be forced to lean into strength when that's all you have and what that means is you've lost everything and all you got to do all you got left is I just got to be strong until I get it back while you have it lean into your strength and put yourself out there but start and then fill in the fill in the blanks like I said if you're putting out IG reels you go look at these do who's doing IG where we at you know what I mean like that's what we're looking for and that's what okay let me add that but it it comes from the implementation and like I said a lot of people it's easy to talk about it because you can hide lifestyle and conversation right you can like yeah I'm doing everything I can you're not there's no way possible right yeah there's no way I'm looking at it like there's no way right you know it's it's like cheap days you know you I want to get healthy right and then they go to the gym for eight months or six months now they got cheat days and they like dude I don't have the results I want took you 30 years to do that I don't think you earned cheat day right so destination I I think it's so important and you know the last thing that I really want to wrap up with which I think is a good extension of what you just shared is is consuming for entertainment versus consuming for education I think a lot of people are consuming content just to be entertained by other agents and what they're doing like when I'm consuming content on YouTube on Instagram Tick Tock wherever like I'm looking at I'm not just saying okay what are they saying how are they saying it how do they train like what can I learn from this why did I click on it right what drew me in what was their thumbnail what was their title what drew me in oh well if it drew me and guess who it'll draw in other people too maybe I can apply that and starting to shift your mind from just looking at content as this entertainment piece and more as an educational piece of how you could pull that because what I find is is and you already talked about this is finding somebody in something that you resonate with a lot of the people that I resonate with in terms of creators are external to real estate it's not trying to be a different version of the other top producer of my market it's saying hey I aligned with these people when I bring it and put my own flavor on it within the industry now becomes novel and different right and it becomes unique because it's me and I think a lot of people are just trying to replicate what everybody else is doing when they're not understanding that they're not like everybody else you have to find the right people put your own spin on it and start to look and be a student of the platform and I say this to people all the time which is the last thing I'll I'll wrap it up with is like let's say you pick YouTube as your medium for communication well if you wanted to be an NBA player if you wanted to be the best you'd probably study LeBron James you probably watch all the games you probably study Michael and Kobe and all these other people you you'll be a student of the game if you wanted to be in the NBA you're not wasting your whole day watching Netflix or football you're watching basketball you're a student and all too many people are saying well I want to get good at YouTube for example you're not even consuming YouTube content you're not a student of the game you're not a student of the platform how can you get good at something that you're not even religiously being a part of your educational experience and that's where so many people go wrong where for me my source of fun probably makes me sound like a lunatic is like I'm going down the rabbit hole of other people's thumbnails and videos and hooks and delivers be like why did that grab my attention Okay well I've found fun and excitement in the process of improving how good can I really get with this but it all comes from being a student of the platform not just using the platform because I know it gets results I'm a student of it and always improving at implementation Mike if if people would understand that and like I said I know it sounds like cliche it was like I know I need to implement and I need you to do it that that's let's start there and when you understand just what I'm saying when you become a person that implements or you change behaviors you change your beliefs and beliefs to how we govern ourselves and if you can do that you can start to understand okay well if Mike consumes everything or a student of the game like how because he changed his behavior his belief and what he's trying to do now it governs he when he consumes content it becomes what can I apply right like I'm always looking for elements that I can apply to myself like I I don't watch TV personally I do a lot of reading and I read everything like I read I I mean I'm fascinated with graphic and I was now got me to the point where from my storytelling coach led me into things like that the behavior shift of who we need to become is the first thing we need to decide to do right and when we decide not choose what we did we decide you'll learn very quickly that dreams don't come true it is the decisions that do and if we can do that that we can choose to be that person I know it ain't you like I that ain't me I what you were doing ain't working right like who you are is not working you have to do something else you have to your best thinking is getting you where you are right now so you know because you we've said it you've heard people now I know YouTube worked why are you not doing it your best thinking is getting you where you are and I've learned and I've accepted the understanding that there is something that you know that I don't know because I don't have 80 000 subscribers so I would be a fool not to pay attention to you regardless of what people think right like I I I uh to to shift up who we are right and and like I try to I really try not to say mindset because I think the word has gotten so loosely used I just rather encourage everybody that right now if you're failing in your business it is your best thinking that's getting you where you are that means you have to decide on being or becoming someone else don't lose who you are but you have to add other attributes to increase who you are so you would be able to seek to succeed and being a person that Implement right start with something small like dude I I kid you not like I do not you do not have to hurt me for me to understand like if my GPS says to crash I immediately take the exit off I know people like I'll say he he or she knows something I know now it could be you could have cleared up I don't I'm not trying to challenge that like I don't have the energy or the time for that so the identity shift that people need to take on if you want to succeed at a high level have to get over doing what you want do what's required and if you don't know what's required you connect and find the people that are doing what you want to do that's simple it's that's that's not complicated and sad to say very few agents are doing it at a high level because they're still in it like like it like it goes back to what I said like I that is not impressive you like I've been doing this for 30 years you you're prepared to sell real estate until you die that's that's a real reality and I wish Ace would accept that the industry has you know nurtured the industry to be uh technicians to do everything we don't understand management we don't understand delegation we definitely haven't gotten to the point of communication so we'll never build community and those are the four levels of wealth right we go from implement we go from technician management communication Community you get to a point of community sell whatever you want yeah sell whatever you want this is why we can see some people make the transition I mean I know you know some people sell courses or whatever but I'm not going to get mad at that if you got the audience and they're willing to buy it I'm not going to knock you on that well I think dude like you know starting the typical book like the e-myth start with the end of mind and most people don't even know what the end goal is I mean I think you know the the last thing I'm just going to briefly toss this out there and I hope it sits with people is that you will never achieve your goals he will always achieve your standards and not too many people are auditing what their standards are because those standards are the behaviors that are keeping you exactly where you are today and making the amount of income that you are today so think about that but you know James I think this is an incredible conversation and it's one that I love jamming out with you about you talk a lot about this type of stuff on your content so where do people go to find out more well you know I'm I'm trying to I'm working on building up my um uh short form for certain types of distribution you know I've been going very heavy in the AI space um and and the reason why I'm doing that is uh I know that there's a lot of stuff out there but a lot of people don't know what's what's really uh we can really apply you know so to get over the bells and you know the the shiny object syndrome here are things that are really applicable to your business that you can apply that we are using that you could use and now we can we can go from there so Instagram is one and and YouTube is my main focus I ain't even give nothing else no I'll pop stuff in Facebook I don't touch Tick Tock I don't touch um LinkedIn not that I'm opposed to it I'm just focused on building these two out first and then I'll migrate people over I love it man well thank you so much brother I appreciate this guys everybody I will link all of James incredible content below definitely go check it out because it is a wealth of knowledge um especially if you're like what we talked about today so thanks so much for tuning in as always we'll see you in the next video