$120 BILLON (Real Estate Agents Are About to Make INSANE Money)

I want to magnify the perspective you should have on what actually matters. For me, it's it's God, family, work in that order. You can do anything you want to do. There's no rules and regulations to how many leads you want or how big you grow your business. The demand is ridiculous right now. Please realize through situational awareness, the ability to see any situation. You can't put somebody with situational awareness in a losing position. I don't care if real estate agents get wiped off the face of the planet. There's something happening in their life that has nothing to do with the house. The Bible says, uh, you can't have two masters, which means like that literally it's saying you cannot even focus on two things at once. And after he gets all the information about your situation, then he comes up with a game plan of how we're going to solve this problem. They normally do sweet home Alabama for me. [laughter] How you guys doing? >> That was weak. That was that was that was that I'm embarrassed to be up here. How y'all doing? >> Oh, okay. Okay. Okay. I'd like y'all to meet my daughter, Miss Whitley. Yeah, she wants to say a few things. are you ready and you will let me GO [cheering] ANYTHING ELSE for always for always being our heart no matter what >> a thank you give me hugs give me hugs I love >> [applause] >> Give it up for her. [applause] >> Now that's a tough act to follow. There's not a greater joy in the world than being being a girl dad. How many girl dads I got? Girl. Oh my goodness. Room full of them. I didn't even That That actually makes me kind of realize a few things. When I became a father, I literally threw my real estate career in the garbage. I turned my I turned my back on my real estate career, making a million dollars a year just so I could spend more time with my family. Quit being an agent right then and there in a snap out of nowhere. It like it changed me forever. And I say that because I want to magnify the perspective you should have on what actually matters. what actually matters for me. It's it's God, family, work in that order. A and I'm not saying I'm not saying stop being an agent. When I got to that point, I had earned the right to walk away if I wanted to walk away. And so my mentality forever, and it still is right now, go as hard as I can go right now so I don't have to go hard later. That should be the name of the game. And that's what I don't understand about a lot of people. You can do anything you want to do. Danielle that came up here is a perfect example. Anybody here can do exactly what she's doing. selling 13, 20, 30, 50 million dollar homes. Anybody can do that. It's just literally mindset. But I don't understand why we're not when you want to. How many of you guys want to sell real estate? I'm going to make a point. How many of you guys, show of hands, keep your hand up, want to sell real estate until your last dying breath? Okay, keep them up. I see you back there. I see you back there. Keep them up. Keep up. Keep up. Okay, we got one. Just one. Okay, everybody look back there. That's what That's what crazy people look like. [laughter] Here's the point. Y'all came here, spent time, money. Even if you didn't spend money to get here, a lot of money, you still spent time away from your business, which cost you money. You spent time, money, and energy to come here to learn something that you don't even want to do for real, except for you. [laughter] So the question is, why aren't you going as hard as you can go right now? There's something else you want to do with your life. True or false? >> You don't want to sell real estate. or you would you would have raised your hand and SAID, "YEAH, I WANT TO DO THIS TO THE day I die." But you don't. So, think about that for a second. There's something you want more than this. So, why aren't you going as hard as you can go now to get to the millions as quick as possible so you can go do the thing you actually want to do with your life? For me, it was just hanging out with them two over there. So, I went as hard as I could go, as long as I could go. So, then I had the choice to do whatever I wanted to do. Y'all want me to talk about real estate? Are we just talking about this all day? Let me see if this is working. Oh, I love it when technology works. Y'all won't believe some of the events I've been to. the mics, the audio, this little setup. Give this guy a hand right here. Give this guy a hand. That I got a 4D confidence screen. Okay, where do I begin with you today? We're at a really interesting place in the industry right now. There's a tale of two markets. There's the agents that are crushing it and there agents that aren't making anything at all. And the gap is getting worse and worse and worse. Do you guys realize 5% of the agents control 50% of the entire production pool? >> Five 15% control just about the entire pool of production. The rest of them aren't selling anything. So, you got broke agents and you got rich agents. And the only question is which one do you want to be? Cuz anybody, there's no rules to this. There's no rules that says you can't talk to $10 million property owners. You can't talk to commercial. You can't talk to as many people as you want to about buying and selling real estate. There's no rules and regulations to how many leads you want or how big you grow your business. So why aren't you building it as big as you can so you can live the life you actually want to live? The reason I believe you guys are all here because you're looking for a break breakthrough 2.0. You're looking for a transformation. You're looking for that. You're looking for that. You're looking for that thing that just clicks and changes everything for you. Right? >> I'm going to tell you something from experience. many many many times like everybody everybody says they want stuff they want what I have you you you don't you have no clue what I've been through everybody says they want to be a speaker Bobby does everybody want to be a speaker he said I spoke at R4 I was behind I was I was backstage at R4 I was talking to the CEO of Remax. They're like, "Nobody really wants you here. You ain't with Remax." I said, "That's all right. It's going to be it's going to be good. They're going to love it." I go out 5,000 agents. Everybody says they want it until they get backstage about to go on and that pressure will break you. That's like these people that go on American Idol that ain't ever been on stage before. that grew up in the country and now you're in Hollywood on a stage in front of the bright lights, in front of celebrities, in front of the whole world. They break. It's the same thing. You got to put yourself in the fire. But I'm going tell you right now, transformation happens in a split second. Just in a split moment. Everybody thinks transformation takes a long time. The only thing that takes a while is making the decision to transform. Romans says, "Do not conform to the pattern of this world, but be transformed by the renew renewing of your mind." It doesn't say, "Be transformed after a bunch of hard work and dedication." Thanks, Mom. [laughter] It says that the renewing of your mind, which happens like that, that's just a decision that you say enough is enough. I'm ready to do this. I'm willing to do whatever it takes. How many of you guys are to the point where you're like ready to break and you're ready to do whatever it takes? I don't care what it is to make it in this business. [applause] Okay, that was we see the top 10% only top 10 10% will will survive. 10% right where right now we're 15%'s doing most of business. It's going to go down to 13. I don't know where it's going to land, but it's going to go it's going down some more. So, you got you got a 100% of agents trying to be 10 trying to be the top 10%, but only only 10% is going to be 10%. But anybody could be 10%. I'm just I'm trying I'm trying I'm trying to help you realize how massive of an opportunity we have right now. I'm going to start out with my thesis. This has been my thesis for the last 12 months. This isn't a uh this isn't a a dream I had or uh a clickbait or uh uh some quote I thought might sound cool. I believe real estate agents are going to make more money over the next decade than they've ever made in any decade in history. It it it's fast. I'm going to show you why. but only for the top 10%. Okay, let's just dive into it. [clears throat] For me to help you transform, I got to do two things. All right, write down these two things. I got to help you understand how massive the opportunity is. So, the massive opportunity, I have to understand what that is. And the second thing is I have to help you understand the principles of top producers. So you got to understand the opportunity. Then you got to understand the principles so you can execute against the strategies against the opportunities so that you can be in the top 10%. All right, let's start with the opportunity. The math has never been better. Over the next decade, we're going to have more transactions than we've ever seen. Do you guys realize right now like Orlando, it's like 340 transactions in the last month. That's up from last year. Like we're we've been at rock bottom. It don't it it never goes below 4 million existing home sales on the country. I'll show you a chart in a second. We're fixing to have more transactions over the next decade than we've ever had. Pent up demand. Sellers that want to sell but can't because of lower rates. first-time home buyers. The the the the birth rates in the 90s that put more 30-something year olds in America than we've ever seen since the baby boomers. The demand is ridiculous right now. Like, can you imagine like pending sales being up during in the middle of the beginning stages of a war? Cuz that's what happened last month. More more deals went under contract last month than in any month in the last 5 years. I'm just speaking like data. Like people think I'm like just trying to pump the market up. Do you guys know how much money I make if prices go down? I don't care what the market does. I just call it like I see it. People don't read. More homes went under contract last month than any month in the last 5 years. That that is a fact. In the middle in the beginning stages of a war that we know not like that was at a moment and interest rates went up like a half a percent. Like the demand is crazy, but everybody's like, "Nobody's buying a house." Where are you getting this information from? Home prices, dude. We just hit our 33rd consecutive month in a row. That is in a row. Do you realize in a row almost three years worth of month over month year-over-year monthly home price increases? Home prices has been going up every single month on a year-over-year basis for 33 consecutive months in the worst market we've seen in 40 years. It makes me laugh. [laughter] It makes me laugh cuz I'm like, "What are y'all talking about on Instagram?" Prices are going to go down 50% in 2004, I mean 2024, 2025, 2026. Oh, it's still going to happen in 2026. Higher commission rates. I'll show you another chart in a minute. You guys realize we're at an all-time high with the with the percentage like the the commission percentage rate 5.44. We're it's an all-time high right now. Commission rates with lawsuits and Zillow and AI and all the disruption going on over the last 25 years and commission rates right now as we speak are the highest I've ever been. How and why? Well, nobody ever shows you guys this data. So, a lot of you walk around with your head down thinking nothing's going on. This is some of the greatest time ever to be in this business. if you believe it. I'm gonna calm down. Y'all seem like y'all are [laughter] y'all are like, "Y'all are into it, but >> All right, [snorts] I'm going to turn it up there now." All you cuz I've been trying TO FILL Y'ALL. I'VE BEEN >> I've been trying TO FILL Y'ALL OUT FOR the last 20 minutes. Now I know >> y'all ready? >> Back to my one of my original points. 71% of agents are selling nothing. >> 71% of y'all in this room are selling nothing. But but I'm telling you, I was you from ' 05 to08. I was a licensed agent selling nothing, sleeping in a car, lost everything, trying to figure it out. just like you right now. I promise you on if you don't look at me and say if that dude if he can do all that stuff, you know I can do it. I promise you on everything you can do anything. I I figured like when when I've done all the stuff I've done, I know for a fact that when your mom says you can do anything you put your mind to is 100% true. >> [applause] >> 71% of agents ain't selling nothing. 82% of agents 10 years ago had at least two listings. 71% right now have zero listings. So, just understand that this gap between agents that are crushing it and selling nothing is is slowly been building and it's going to continue to get worse. the agent count probably going to stay the same because it's so easy to get a license, but the number of active agents is going to continue to get crushed. And though and them active agents are going to make so much money, they're making so much money right now. Ridiculous money, but they don't say anything about it. These agents that are making all this money right now, you don't see them. They're so quiet. They behind the scenes and killing it. >> But they're killing it more than they've ever killed it before, ever. I was on a podcast and great questions. I'm going to repost it next week. He said, "What separates you? You you you made it. You lost it. You made it. You've seen all the stuff. You coached all these agents. What separates what's the one thing that separates the top producers and the low producers?" I said, "I don't know." And then later on the podcast, it hit me like a ton of bricks. I was like, I have always had a knack for finding the easiest way to do stuff without compromising my work ethic. Like, I'm looking for easier ways to do things to to to to implore my work ethic on the easier way to do it for the name of being more efficient for the name of speed. I want to get there faster. I'm not trying to find the easy way out. I'm still going to do it hard, the hard way. I'm just going to do it the I'm going to do I'm going to put hard into the easy way and get there 10 times faster. That was my mentality. And I'm like, what is that called? And I realized it was situational awareness. It's a military term. By the way, I want to thank Bobby for his SERVICE [applause] and all the military people in the room. I know. All the mail in the room, stand up. [applause] >> Thank you guys. Thank you. JAMAL, it's a military term. the internal ability to read any situation regardless of market conditions, market shifts, disruptions, whatever it is, and knowing exactly what to do before anybody else does. What does that mean, Ricky? The Alabama comes out. It wants a bone. How can I put this? I don't you can't throw a situation at me. Let humor me for a second. Give me a situation you're worried about. Anything you're worried about happening, it's going to crush you. You're going to lose a listing. You're going to the market's going to crack. Whatever it is, AI, technology, whatever. G, give me something. >> Health challenge. >> What is it? >> Health challenge. >> Health. >> Oh, wow. I ain't got none for that. I ain't got none for that. Wow. Market stuff. I didn't specify. She's like, she's [laughter] >> I died, Ricky. What do I do? What? [laughter] I'm in the grave. >> I'm at my funeral. What's that? >> AI is going to replace. >> How? by by uh >> AI AI voice calling everybody. >> Gotcha. Gotcha. >> Oh, yeah. Yeah. Yeah. Come on in, criminals. Hey, criminals. [laughter] Man, there'll be so many cockheads and drug dealers in my house. That's a good way to get a squatter. Actually, >> I can't even get y'all out of here. Get out of here. Okay. AI calling people though, right? Say that happens. I hope they I hope they gone. They gone. The AI guys. [laughter] I seen them out front. I was like, "Yeah, y'all doing good?" Yeah. Hey guys, say that happens at scale and they got 10,000 AI agents calling clients all in the market. They're calling every client, call your clients, calling every other clients, right? You worried about that? >> I'm different. >> Whoa. >> He's like, I'm built different. >> Right. No, I get it. >> But we're all human, so that ain't too different. [laughter] >> No doubt. My point is is this. Like if that happened, I just do a huge marketing campaign. I'd do a three-phase marketing camp. Yo, anybody with compass? I'd do a three-phase marketing campaign. I'd say I'd say it it'd be I'd be bl I'd be like, "What to do when an agent calls you." Step one, ask if it's AI. Let's not even the funny part yet. Step two, if they say yes, hang up. [laughter] >> Step three, call Ricky. And I would blast it. And everybody would love it. Guess what? They would do it. They would do it. They'd say, "Oh, are you AI? Oh, you work." And then they they call me. I would crush it if AI agents were calling my clients. Actually, I pick up a lot more clients because people that didn't know me would see that and then they would do that and then they would call me and they would love the marketing I did and they want me to sell their house using the same thing. I'm just saying like prices going down help us so much. How many of you guys have have like so many buyers like if prices drop say 20%. How easy it would be for you to sell homes? Like do you like raise your hand if do you have like 5 10 15 20 30 buyers that you would sell to if prices went down? If prices went down 30 30%. Like this crash people are TALKING ABOUT LIKE PLEASE crash please. I would sell so many homes. I would sell matter of fact I would sell EVERYBODY IN HERE A HOUSE. [laughter] Every every single one of y'all. You'd buy a house for me. You'd buy every single one of you would buy a house for me. I'd be buy I'd be I'd be buying houses for myself. I buy so many houses and I'd make so much money. AI is going to start building houses. Oh no. Great. [cough] That's going to solve a lot of problems. Where are you worried about this, ma'am? What's going to crush prices? And I'm like, what's going to happen to you personally? How's it going to hurt you? I guess I'm just going to hang on to my house with dear life and somehow I'll just make it through. I was like, you can make it through. You go buy three more houses and you going to sell like 1,500 houses. I tell you something though, the most What's the most expensive item when you build a house? Anybody know? >> Septic. >> Septic. [laughter] You got You got septic problems. >> You be clo You be clogging up the pipes. >> The labor. >> The kitchen. The kitchen. Y'all y'all doing some chef kitchen. [laughter] >> The land. It's not even a joke. I love y'all. I love I love y'all laughing at it though. But land's the most expensive item when you buy a house. Ain't nothing more expensive than the lot. There's not one single item that you buy that's not more expensive than the lot itself. That controls home prices. If AI started building homes like I make a prediction like land cost skyrockets and the homes cost the same amount now even though you're building them for this much the land now is this much. There's nothing that can take you guys out. Please realize through situational awareness the ability to see any situation and come out a winner regardless. Taking anything the market gives you and saying thank you. It's like jiu-jitsu and football. I did jiu-jitsu for 10 years. competed all all over the country, right? Jiu-jitsu means like the definition is the gentle art, right? It's fighting. It's going with force. You take what they give you and you work it against them versus football. It's just who's the bigger man? Boom. And I I don't I don't want to fight force with force. I want to go with the market. I don't want to fight against it like, "Oh, no. All this is happening." No, no, no, no. I want to take what it gives me. Prices down, great. I'm going to sell a bunch of homes. New construction homes are cheaper than existing homes like they are like they are right now. You could you can't get me away from text, email, call, direct mail, uh uh uh uh uh smoke signals, like like DM me, like every single thing you can think of to tell the existing property owners, you know, I can get you in a new home for cheaper than I can sell your house for. And and guess what? Insurance is going to be 40% cheaper because it's built to the new standards. >> You're going to get rate buy downs, appliances, closing costs, builder warranty, and you're going to be in a new home. Who wants one? And if you don't, that's okay. You want one? I'm fixing to sell some houses. [laughter] And if you don't, that's okay. That's not really why I'm here. The reason I'm here talking to you is cuz I just want to see what it is. You do you guys think you'll ever move? Oh, really? your husband's going to retire in six years and Susie's going to go to college and I really want to downsize and be on the river um you know in like 2032 or something. That's great. Tell me more about that. Where's she going to go to college? What did What did Paul do before he What is he doing? Let me get to know you. That's how you do it. Situational awareness, taking situations. In 2008, I said, "I'm going to be the number one agent in my entire market. How am I going to do that?" Well, there's all these foreclosures. What am I going to do with them? Am I going to be a foreclosure agent? Nah, that's too much work. What I'm going to do is I'm going to call all the owners that own properties around the foreclosures and say, "Hey, you want another one for half off?" Sure. Actually, we're we want to buy this thing over here and we're going to sell this. Oh, great. Now, I'm doing all kinds of business cuz I cuz I took the situation I had in front of me and I did something with it. There's always a massive opportunity, guys. You got to have you have to have a level of situational awareness. This is what separates the top 10% and the bottom 90%. But if you're not if you're not paying attention, if you're not trying to put your brain to work, making your brain sweat long enough to figure out what's what can you turn what you have in front of you into, you're just going to be part of the 90%. This is facts. This is existing home sales. What do you What do you What do you notice about this? This is going back to 94. I can tell you it never goes below 4 million. It never goes below 4 million. In '94, we're around 4 million existing home sales in a housing recessionary period for about 3 to four years. Then what happened? Go to 2008, you'll see 4 million existing home sales for 3 to four years. Then what happened? Come to current day, we've been at three, we've been at 4 million existing home sales for the last 3 to four years. What do you guys think is going to happen next? [laughter] That was actually pretty decent. Miss Whitley, she made a slide for you guys to tell you where home sales are going to go over the next 5 years. Do y'all know that phrase? Go to the to the moon. Don't sound like it. Guys, we're going to hop right back up to 5 million existing home sales. This year would have been a bank of year actually if it wasn't for the war. Do you guys realize that we were at five five uh 5.9 mortgage rate there for a sec, right? Then the war started. Then we had that horrible jobs report where it would have sent rates even down to about 5.8, right? Going into the spring, it was like, oh man, it was just like the thing I've been dreaming about. Not because it matters, cuz it doesn't. But it's like we've been kind of in this depressed market for long enough. Don't you think? >> I'm ready for a change. [laughter] Y'all are going to be You going to be good. You be telling Good night, Susie. [laughter] Oh, man. Um there's so much data that comes out like this is old now really like more more buyers went under contract last month than any month in the last 5 years. That's like old now. Right now what we have is very interesting. We have more pending deals like last week than we've had any week in like multi-year. Also consumer the consumer index for people that have intent to buy homes is at a multi-year high. It like spiked up. Intent to buy a home spiked up. Like people don't read, you don't dig into data, you don't understand like what's happening, man. There's a lot of stuff happening. But even more so, even if deals aren't happen, let's say, let's say deals aren't really happening and like everything's kind of depressed, which it is depressed. I get it. But at the same time, there is so much happening. But what's even more interesting are the deals that aren't happening, right? I'm going to get into that when I get into the principles. Actually, I'm going to save that thought. I told you guys we're at an all-time high with commission rates. There's the data. This [snorts] is from 2000 to 2025. 25 years worth of data right there. That's the commission rate. You see where we are? How in the world are we at an all-time high with the amount of percentage that that agents get on deals? How we had the lawsuit that was supposed to like crush buyers commit. We had Zillow, AI, like you name it. How are we at an all-time high with the amount of percentage? Wild. Now, here's one of the things going to happen. And by the way, when I tell you guys what I think's going to happen, it doesn't matter if it happens or not. What do you mean by that? If I tell you home prices are going to surge, go out and get a bunch of listings, and you go out and get a bunch of listings and home price home sales don't surge, are you going to be mad at me? Okay. Um, if I tell you commission rates are going to go up and they go down, right? Are you going to be mad that you went out and you built this really big business? No, you're not. I Nobody can really predict the future. I can just tell you what I think's going to happen. But I want you to know it doesn't matter if whatever I'm saying happens or not. Why? Cuz I GOT SITUATIONAL. YOU CAN'T PUT SOMEBODY with situational awareness in a losing position. They will redesign the entire game. The game won't even be the same. That's what I forget. I was talking about Tom Ferry. I was talking to somebody. I was like I was like, "Show me I when the lawsuit came out, we didn't know what's going to happen." Like I don't care what happens. Show me the new rules and get right up out my way. Private listing networks. Oh no. Great. I'm going to build my my private listing my private my private listing network is going to be bigger than anybody's if that's the game. If that's the new game that EVERYBODY'S PLAYING BY, WATCH WATCH THAT. WATCH IT. I don't care what what happens, what they say. The rules will come out, the laws that that that that get get approved. I'm going to win. I don't care if real estate agents get wiped off the face of the planet. I I built my business. The way I built a business was building a personal brand through phone calls, postcards, and emails. I'm old school. That's the way I did it, right? What did I do when I wanted to get out of real estate? I took the skills I learned as an agent building a brand, moved right over to social media, and used the same exact skills to build a brand over here. The skills you develop as an agent will never leave you. If you can build a business as an agent in the toughest, this is the toughest environment that there is known to man. There's something do you you guys know the term sports flation. Every generation of of sports, right, is better than the last generation. Like you take LeBron and go back to the to the 40s, he's he's way bigger than Michael Jordan. If he if he was in the 40s, he would have go down and he would have been way bigger than Michael. They would be saying that he's the GOAT. And Michael Jordan is like the guy that wants to be like LeBron. Right? Every generation is better and better and better. Which means these guys that play basketball, football, soccer, golf, tennis, all of them, each generation has to be exceptionally better. Exceptionally better. Well, I thought that's true in real estate, too. There's a thing called agentflation. This is why we're seeing fewer active agents because each generation of agents are getting better and better and better. Like an average agent right now would be a rock star 20 years ago, a rock star 20 years ago, but right now they can't even sell a house. You have to be exceptional. And it's going to get worse. And you have to decide, am I going to be exceptional? Am I going to be the am I going to be one of them? I know I am. Somebody said on YouTube, "You're only talking to the 10%, man. You need to come back down to earth, man. You need you know, you're speaking to a whole different I'm like, well, you've been in business a long time, bro. Is that not you I'm talking to? Sounds like I'm not You You think I'm talking to top producers, but yet you're act like I'm not talking to you. I'm okay just talking to the top producing 1% people cuz I'm not going to I'm sorry. I'm not going to connect with the people that don't believe in themselves, the people that don't want to work hard, the people that aren't consistent, the people don't really want this, the people I I I don't connect with you. So, I'm okay just talking to the top 1% of 1%. I'm not even like scratching the surface on my presentation today. Is that okay? >> I need to tone it down. >> Okay. [laughter] When you're exceptional in 2035, guess what you can do? Ask for more money. I want 4%. I'm going to charge 4%. You know why? Because listen, if if there's less agents selling more transactions, think about this. If there's less agents selling more transactions, what is that? Supply and demand. There's only so many agents to go around, but there's more deals. So now the great agents, they can pick and choose and they can have their commission. I I charge 4% on my side for everything. I don't go below that because this is what I do. And I've always thought it was strange how brand new agents make the exact same money as a 20-year veteran that is that is a rock star. How is that how is that how does that even make sense? I think we'll enter into a world where we'll see these differentiating uh nuances behind the more experienced agents getting more money. Th this slide right here like this. I can leave right now. Y'all ready for this? You You're not You are not ready for this. You This This one This one might put you in a coma or something. This Do we have ambulances and stuff outside? I'm dead serious. This is the total commission pool. commissions paid out in America going back to 2000. Okay, y'all are looking at it. I'm fixing tell you what it means. If you look at 2000, we had we paid out 43 billion. 43 billion is what agents made back in 2000. I'm going to make several points. Let's just start out with the first one. In 2025, we made double that with a million less transactions. 4 million exist 4 million existing home sales on 25 million in 2000 a million less transactions but twice the commissions. Why is that? You all know right? Home prices. Just sheer home price growth. A million less transactions but twice the money. When I say agents are going to make more money over the next decade than they made in any decade prior ever in history. I'm showing you facts right here. Now you see the runup. You see the runup going to 05 before it crashed, right? When it crashed, what did it do? It just went right back where where in a normal market like like the runup was abnormal. Then it just got right back to a normal. You guys see that? In ' 08, they made the same amount of money as they did in O2, 2000, 2001, 2003. Same amount OF MONEY DURING THE CRASH. Now they made less money, they save money. Wait a minute. Now, now, now I'm scratching my head like what is going on here. And then what happened? The runup, the next runup that happened. And if you see right before 2021, that's the big year. Right before that, you can see that the peak of '05 became the new norm. You see that? The peak of 05 became the new norm. Then we had the explosion years 117 million a billion 2021 117 billion. Okay. Then we had 110 billion whatever that was the next year. The last 3 years have been around 95 billion. Okay. Now now now look at something here. The last three years was was these you know worst 3 years in 40 years with home sales. If you take out 21 and 22, those last three years are the biggest three years in history. I'm just picking this up. I ain't leaving. The last three years that everybody's complaining, real estate agents made more money than they ever made in history pre- pandemic. all three years. The money's there. The money is there big time. Now, what's going to happen now? We're going to go on a run and that peak of 2021 is going to become the new norm just like it did last time. Just like it did when you go back further. I went back further. Same trend. >> [laughter] >> Good night, Susie. Rockabby, baby. [laughter] This is where we're going to be. This is going to be the new norm. 120 billion. more transactions, higher prices, higher commission rates, and fewer agents. Only the top 10% of agents are going to collect the largest commission pool in history. So, I have a question. >> LET'S GO. >> [cheering] >> DUDE ABOUT KICKED THE CEILING OFF that right [laughter] there. I didn't know I still had an Emmy. I I [laughter] did two MMA fights. I did, dude. I'm like force go. literally from Alabama. I've done every anything you can think of, I have done, man. I can't even tell you the stuff I've done. All right. If you guys want to be part of the top now, now now you understand what the opportunity is, right? >> Okay. So, we wrote down two things. I got to know what the opportunity is. And the opportunity is this is there's so much money for you on the table right now for the next decade. That's the opportunity. Question is, you are you going to do whatever it takes? Are you to the point where you're like, "Enough is enough. I'm going to do whatever it takes to go get it." >> Oh, it was rhetorical. This is your moat on the screen. This is your This is your insurance. This is your protection. This is this is what and by the way building a massive private network database it's another way to say database personal brand that's what protects you from everything when when you got when you got a huge massive powerful connected network of people your clients your customers agents whatever nothing can take you It's a lot of hard work. It is a lot of hard work. But that that is the game. It's not deals. It's how big can you get that network who know you, who love you, who want to do business and life with you. That's the whole game. Deals just happen. No, no, no, no. Can I Can I Can I persuade? Not convince. Convince is what people do when they're really bad at sales. >> Ouch. If you got to convince somebody something, you already lost. You went down the wrong road. You You took the wrong fork. Convince. Convincing is trying to get somebody to do something for your reasons. Persuading is helping them do what they already want to do, what they want to do, not what you want them to do. This is your top priority. This is what you got to focus on. How many people I got in my database? What what is my process to make sure these people and a never forget me, but b get to know me better for who I really am? This protects you with market crashes. This protects you with AI. This protects you with private listing networks. This protects you in every situation there is known to mankind in business. Not if you die. Okay, cool. Two quick principles. Number one, everybody is a lead. Say it with me. Everybody is a lead. What does that mean? Tell you what it means. When you talk to 10 prospects, how many you think's ready to do something right now? >> One, two. Okay. What you doing with the other eight people? >> H throwing them away. >> That what you said. Referral. Referring them out. Get out of here, man. I [snorts] don't need you, man. You ain't buying nothing. Kick rocks. I'm going to tell you something. About 10% of agents, listen to what I'm saying, 10% of agents, they treat every single one of them 10 people exactly the same as if they're going to buy today. Even if they know they're not, I'm not saying they're trying to talk them into buying. I'm saying they're getting to know them. They're spending just as much time on them. They're making sure they know how much they care about them and how they want to help them whenever they decide it's time to do something. Anybody know anybody ever heard of an agent in their very first year they made a million dollars in their very first year. In the very first year they made they they they made a million dollars in commissions. No. No, not my first year. I made a took me 15 years >> that he made a half a million his first year >> and we will never speak his name ever ever again. [laughter] He turned into the biggest hater, right? We don't know anybody, right? Why is that? Is that a good question? Why has there never been someone in their first year as an agent make a million dollars in their very first year as an agent? Hm. Interesting. What? >> Build it. You have to build it. >> Yeah, you have to build it. Well, exactly. The point is is that there's not a lead genen activity that's going to get you to a million dollars in a year. Not a single lead gen activity will get you to a million dollars in a year. But any lead genen activity, any of them, you can name the weirdest lead genen activity you can think of. I promise you I know an agent making a million bucks a year off of it. I know there's some weird ones. Any of them, as in all of them will, any pick, take your pick, will make you a million bucks a year. If you compound the relationships of every single person you meet through that lead genen activity, regardless if they want to buy or sell or not, people you people year seven, when you make the million dollars, people from year one have to remember you. Year seven, people from year two, all of them, not just the people that rate, dude. Anybody, and this is what separates the top 10%. See, the 90% they just they just do whatever lead is ready right now. If that's you, this is a wakeup call. If you're only working with and focus on the ones that are ready right now, you're in the 90%. As a rule of thumb, the top 10% only about 10%, they take all of them. They're like, "Oh, yeah." Because when people come to me and they're like coaching, I'm like, "Okay, how long you want to do this? How long you want to be an agent? 20 years. Great. Now, my job is to help you cram as many transactions into a 20-year period as humanly possible. We're going to crush 2026. >> Let's give it up for 2026. >> Yeah. Everybody said y'all was asleep. like they came back from lunch and they were, you know, and y'all been on y'all been on y'all been good. It's what you do with all of them. But we going to crush 2026. I don't care about that, dude. 90% of agents will go after the ones that are ready right now. What are we going to do with all these people to make sure that you have a cr you crush 2029, 2030, 2033, so you actually have a career and you can walk away if you want to and go spend time with your family. That's what everyone is a lead means. And by the way, every single person either will buy and sell multiple properties or know people that will buy and sell even if they're 5 years old, their mom and dad are going to buy mama. And I'm not saying go prospect 5-year-olds. [laughter] [clears throat] That would be weird if I was like, call the dads and ask for the daughter. [laughter] What I'm saying is everyone is a lead. Every single person. Just keep it 18 and up. Every single person. So if every single person is a lead and conversation is the key to all closings and the purpose of lead genen most agents think it's just to get data and and and leads but it's not. The purpose of lead genen is to create a conversation and enough of them with the right people so your business grows at the velocity you desire. So therefore, conversation is the gatekeeper of all closings. And if it if whatever you're doing for Legion isn't creating enough conversations with the right people, then you ain't doing Legion. And I can only have so many conversations per day. Then that means I have to target the exact people I want to do business with because I can't talk to everybody. Everybody's a lead. Got it. Say, "I got it." >> I got it. >> The second principle, that was principle number one. Principle number two, your job as an agent is not to sell homes. I mean, the principles solve their problems, but I'm The principle is solve their problems. Like, everyone is a lead and now let's solve their problems. My job as an agent is not to sell a house. That's what we think. It's not >> it just people don't wake up one day and say, "Oh, honey, I think we'll sell a house for no reason in the world." No. there's something going on in their life that's causing them to need to or want to buy or sell a home, right? So, so wait a minute, there's like something going on in their life that literally has nothing to do with the home, but that's the reason why they're buying or selling the home. But as agents, we just focus on the home. We don't even talk about the problem or what's going on in their life that's causing them to make this decision to buy or sell this amazing home. See, if you want to truly help someone, you got to know what the problem is we're trying to solve. People think of a listing agreement as a written agreement in which a property owner hires you to sell a house. That's false. It's a written agreement in which a property owner hires you to solve a problem of theirs by selling one or more of their properties at agreed on commission rates. The objective is is to understand what the problem is. See, this is this is the step that every agent skips. Oh, Bobby, you want to sell a house? I I don't even watch the use Bobby. It's just, "Hey, Bobby, you want to sell you want to sell a house? Cool. WHEN YOU GOT TO COME BY, I'm open today 3:00. Uh, let's meet over there at the house. I'll take a look at it. We'll see what we can do." [laughter] You go over there, you're like, "Oh, cool. Yeah, it's a good house here. Here's the comps. Here's what we think. WHAT DO YOU THINK YOU want for you? Can we sell for this? Once we get on the market, here's how we're going to market it. We're gonna post social media. We're gonna go to Zillow. We do all these things right here. We're get this house sold in no time. [laughter] The prospect's like, "This dude don't even know what we're doing." Like, "Yeah, I said I want to sell the house, but like it's after my daughter graduates in 3 months and then we got to do XYZ." And then you didn't ask about that. You just tried to close me. Dude, the moment somebody tells me they want to buy or sell something, great. What's going on in your life that's causing you to make the decision to buy or sell this amazing home if it were me? I'd never sell this house. Why in the world would you sell this amazing house? There's something happening in their life that has nothing to do with the house. the house. Selling the house solves a problem of theirs. We need to downsize. We got too much space. I'm tired of cleaning up this this extra room. Mother died, lost a job, got a job, had a baby. But if we don't understand what it is that they're trying to do and why, and this is why prospects start ghosting you, because your interaction with them in the beginning was so surface level and all about the house, then they see your name on the Colorado and they're just thinking, "This person's just want to talk more about the house." when I got like I just had a baby or like my cousin just did this or my mom did this and like I don't really the house is just like doesn't even matter like this is what matters over here and then they ghost you cuz you're trying to get them to do something you want them to do without even understanding why they're doing it. So they're like this person doesn't even know what I'm what I'm trying to do. So then you get ghosted. Do it on the first call. Don't be like I'm going to set an appointment. I'm going to go there and then I'm going to find out what's going on. No, no, no, no, no, no, no, no. It's like a doctor, right? You go into a doctor's office, you say, "My stomach's hurting." The doctor doesn't just lay you out on the table and get a scalpel and just slice you right open and start looking in there. He says, he asks you a bunch of questions. He runs a bunch of tests. And after he gets all the information about your situation, then he comes up with a game plan of how we're going to solve this problem. Then he says, "Here's the game plan. Here's what it looks like. Here's the results. And here's the next step. Are you ready to move forward?" See, real estate agents need to operate the same way as a doctor. When a prospect comes to us and says, "I need to sell a house." You should be like, "Whoa, what's going on here? Wait a minute. Why are you trying to do this? When do you want to do this? How do you want to do this? Tell me more. Tell me more. Tell me more." And every every answer they give you should elicit curiosity to three more questions behind it. because you are a genuinely curious person and you you don't you're not you are so so divorced from the outcome of selling the home. You're so focused on what they need as a person and serving them at the highest level. You're just all in with what they got going on. You collect all the data. You come up with the game plan. You say, "Here's what it looks like if that's what you're trying to do. Here's the result. Here's the next step. Are you ready to move forward? Exact same thing. Most agents make make a make a bunch of calls with this preconceived result that they're looking for. I'm going to make a bunch of calls AND SET A BUNCH of appointments. Y'all like that? Oh, yeah. A bunch of appointments. It's like, wait a minute. How do you know that that prospect like what's best next step for that prospect is an appointment? I don't know. Guy had talked to him yet. I don't know. Maybe it is an appointment. Maybe it is like one of 15 other things. I got to talk to them to understand what they're trying to do instead of just trying to force an appointment down their throat. I got to understand what's happening with them. So, I'm trying to solve people's problems. Everybody's a lead. Solve their problems. Build the largest database in town. Does that make sense? >> Say, "Yeah, I got it, Rick." >> Now, here's a question before we go. What makes you different? What's your [snorts] uniqueness? What value can you bring to the table that makes you stand out? Cuz like any any agent can send like look on MLS and say, "Here, I found a house." Well, yeah. The prospect's like, "Yeah, I saw that come up an hour ago. You know what I'm saying? Any agent could just send cold hard information. Here's all the closings. But very few agents say, "Here's the data. Here's the closings. And here's a here's what I think about it. Here's my opinions on things." You're at an open house. They're saying all this or saying all that. And a lot of you guys are like, "Well, they just walk out and I just don't know what to do." Bring them some value with some unique valuess. Like what? Well, tell them you got an offmarket property that you know of that's coming up right down the road and you let them know about it as soon as it as soon as you can. They give you their information. Now it's like they need you now. They need you. You see what I'm saying? I used to be at listing appointments. They're like, "What makes you different?" I was like, "Well, what did I say exactly?" I said, "I'm going back down. I'm going back to the office right now. I'm fixing to make a bunch of calls about this other listing I got and I'm calling owners that have smaller houses to see if they want to upgrade into that house. I said, I could call all those owners over there that have smaller houses about your house. I could go back to the office and do that. I could do your house instead of that house if you want. And they're like, what if you want to? They're like their signature looked like a like a ball of yarn or something. how quick can I sign this listing agreement? And I did. I went right back to the office, called prospects, buy their home. Sold tons of homes like that. It's called the trade-up seller strategy. You find houses like if you you literally this is Oh my gosh. Okay. Y'all got y'all got like uh a lot of you guys I know not everybody's in this market, right? But there are like 20 $30 million homes here, correct? >> Okay. What stops you from calling all the uh five mailing home owners? Like call, text, email, direct mail, like everything. What What stops you from reaching out to those people and say, "Hey, I see you're right here in this three-bedroom. Would you like a fourbedroom? I got a really nice one right around the corner. I'd love to show you, you know, $20 million. You're calling $5 million property owners see if they want to upgrade to the $20 million home. What stops you from doing that right now today instead of coming here?" nothing. You can create any kind of scenario you want. You can do anything you want. Nothing stops you. There's no limitations. But what makes you different? Put yourself in your in your prospect's shoes. Like [clears throat] like what would you want as value from an agent? You got to make your brain sweat a little bit. But that's what the top 10% agents do. They make their brain sweat just a little bit more than everybody else. And they think of things people don't think of, not because they're smarter, but because they just think a little longer. They spend a little more time thinking and strategizing things. Cool. I thought about um what I could do to bring you guys some value. I thought, what could I give you guys? So, I did. I came up with uh a little master class. Um, I've mastered the process of taking agents from 100,000 a year to 100,000 a month. So, I created a master class on how to get to 100,000 a month as an agent. Would you guys like that? >> Okay. Scan that. Sign up for that before it's gone. After you guys do that, I'll take a couple questions before we go. Is that okay? No, I'm I'm already making I'm already making 100,000 on my phone now. >> Are you serious, bro? >> He's like, I will mic run for you. >> We were in the gym working out. I said, "Hey, I got the opportunity to eat." He said, "What's the purpose behind it?" >> And when I shared what the purpose was, >> he goes, "I'm there." >> And then he called me 3 months later said, "Hey, got to talk about fee." [laughter] >> He goes, "I'm there. Don't worry about it." >> So, I'm grateful for that 100%. >> Yeah. And and you guys you guys I just want to piggyback on that and I'll take a couple questions. You got to have a reason for what doing what you're trying to do. And it can't be about money. If you're chasing money, money is so below us. It does not fulfill you. Take it from me. I I spent my whole life chasing money because I grew up poor. I had a chip on my shoulder. And once I got it, I realized this is not it. I felt so empty. Everybody that has money will tell you the exact same thing. You hear it over and over and over again. You got to have something way bigger, way bigger than money. So my purpose once I made the money I said my mission in life is to reduce the failure rate in the real estate industry one agent at a time. And so when you have a mission now you have a reason you have a thought process of how you make decisions in your business and in your life. So when he said what's the purpose like if the purpose wasn't to help reduce the failure rate in the real estate industry I'm not doing it. And I knew that he had he his heart was in the right place behind what he was doing and that that's this is what this this this that's what this kind of event was going to be about. So I'm excited to be here. He has a question. >> All right. I can't but I want to >> Thank you Ricky. My name is Santiago. I just got my license a month ago. I'm new to the industry. What advice do you have for me? >> Give it up for Santiago. >> [applause] >> Just can you can you cancel the license and just [laughter] maybe they'll give you your money back? I'm just kidding. Um, just believe just believe in yourself. Like the tactical stuff, everything works. You can't tell me something that doesn't work. Even the weird scripts like I know I know you hate realtors, but hear me out. Like or like all all the weird stuff out there, like there are people that crush it with it. like every single little thing works. But the Bible says uh you can't have two masters which means like that literally it's saying you cannot even focus on two things at once. You got to have one thing. One. It's got to be your thing because everything works. You got to find what works for you and it's got to you and you got to focus without doing 15 things. Um, so when you're in the beginning beginning stages, like just try a bunch of stuff and when you hit something, be like, "Oh, this is it." And just don't even think. Just go all in on whatever it is. But just a tactical thing. Um, pull up pull up you in Orlando. >> Santiago. I've been looking at him. Y'all kind of like like y'all are brothers, man. That's crazy, dude. Same haircut and everything. Beard. That's That's nuts. Um, >> you're in Orlando. >> Yeah. >> Okay. Just Google Orlando for sale by owner, right? Click the Zillow link. It's going to give you all the for sale by owners. That's the highest quality buyer lead list. >> No buyer. >> That's the highest quality buyer lead list known to mankind. Hey, I see you trying to sell this house. Why you trying to sell? What's going on? What you looking to buy? Ain't even worried about listing the house. Don't care about listing the house. Don't want to list the house. I do. I do [clears throat] not want to list a for sale by owner house. >> I don't want nothing to do with for sale by owners unless they want to buy something. And guess what? A lot of them do. You're going to pick up five, 10 buyers to start working with and now you're in the game. And then you're going to feel like a little real estate agent. That's what you're going to feel like. [laughter] [applause] One more quick. >> Anybody else? >> [laughter] >> George, >> so I heard that you said after you made the money, then you were able to be more specific on your why. >> What if you were in the process to make the money to get to the why? And you know, what is like the thing to be like the burning fire? >> Yeah, I love that. That's a great question. Um, you gota there's phases, right? When I was 10 years old, I had a premonition. I would have removed myself from society, become really great at something, make a lot of money, and I would take the money, turn around and help people. I thought about this when I was 10 years old. But remember what I said, remove myself from society. like which means be selfish. Like you can't help other people if you don't if you haven't helped yourself. You got to become financially free before you can help other people. The problem is people want to be charitable when all they got is a little bit of time to be charitable with. Why don't you put something into you to the point that you turn yourself into something bigger than what you are right now so you can give a lot back. [applause] when we we when we when we have a little bit, we want to act real charitable and do all these charitable things. But honestly, that doesn't really help society. It's nice. You're a nice person, but if you really do some good for mankind, what you'll do is you'll go into hiding. You won't help anybody until you've made it yourself. Then you'll turn around and and and turn the water hose on the the the fire hose, the waterfall and serve mi then you can serve millions of people instead of two or three mom or dad. Does that make sense? Like selfishness. So so so it's phases, right? So it's like how do you keep the fire? The fire is you know what you're going to be. It's like I got to go in I got to go through this phase before I can get to the next phase. But I can't get there unless I go through this. See, God God holds back knowledge from us and wisdom because he knows that if we knew where we were going to be in 6 months, we wouldn't be doing what we're doing now. We wouldn't we wouldn't we wouldn't we we we would say, "Oh, well, this is what's going to happen, so why do XYZ?" No, no, no, no, no. We're not meant to know where we're going to be. This is called faith. We're just meant to go through the fire that's right in front of us. Ricky, thank you so much. Bye.