If You Aren't Closing Deals, Stop Learning AI

People are going to use AI to sell properties, so they're not going to need to use real estate agents. And so, AI is going to create so much wealth in the world, and specifically the US, more transactions are going to create a higher demand for agents, which is going to create a higher pool of agents. Agents are making more money right now as collectively as a whole than ever in history. You choose who your clients are and what business model you want to You can build your business around your life, not your life around your business. The purpose of prospecting, the purpose of the conversation is simply one thing. Stop focusing on the deal and focus on the person and what it is they're trying to accomplish and why. You've developed the skills that you can take with you anywhere you want and build anything you want. You've got to figure out AI and stuff. Yes, go figure out AI. Use AI to be more effective and efficient in your business. Use it to sell more properties in less time. So, here's where I want to start, okay? AI is going to make agents incredibly rich, and this is the punchline, even if you don't use it. Even if you never use it. And so, this is counterintuitive of what everybody else is saying out there, like you got to use AI and, you know, AI is not going to replace agents, but it's going to replace agents that don't use AI and um okay, all these things. I look at AI like I look at social media. Social media is a tool. Is it Is it mandatory? Nope. I know agents I could tell I could tell I could literally off the top of my head tell you agents that are doing $100,000 a month and they are not on social and they don't get any leads from social and they don't do social. Okay? Right now in this market. Um AI is going to be the same way. You're going to have agents that use it, you know, and by the way, everyone's going to use it to a certain extent. You can't You can't get away from AI. I don't believe AI is going to be something you can just get away from. You're going to People are going to use AI. You guys are going to use AI in your your and in your life, even if you don't realize you're using AI. That's how integrated AI really kind of already is, but it's going to continue to be. But all this, you got to figure out AI and stuff. Yes, go figure out AI. Use AI to be more effective and efficient in your business. Use it to sell more properties in less time. That's what you should do. That's what you should do. But at the same time, I just want to to to make something really clear here. And that is that it's not mandatory. It's not like if you don't do it, you're going to be out of business. No, no, no, no. I'm going to share with you my perspective on this, where the market's going, and I want to share three three skills that as long as you as long as you have these three skills and you develop these three skills, doesn't matter if you use AI or not. It is your moat around your business that's going to protect you. So, the fear is that AI is coming for us. It's going to replace us. It's people are going to use AI to sell properties, so they're not going to need to use real estate agents. Or it's going to it's going to make the it's going to create like where Zillow can, you know, just like do the whole transaction. Or, you know, the mortgage company or whatever the all the theories are out there about AI, you know, taking over, replacing agents, etc., etc. But the reality is going to be that it's going to expand the market. We're going to have more transactions. I'll show you a little bit of what what why I believe that. Higher prices. Higher prices. You guys realize, by the way, that I think yesterday was our existing home sales report from NAR. That that was I want to say was our 34th consecutive month of year-over-year home prices. Right? In the worst market in 30 years, yeah, we have 34 consecutive months of positive year-over-year home prices. Just think about it for a second. Let it digest. When everybody like people have been saying the market's going to crash like home prices are going to crash and burn for years now. They're still saying it. It's like one day you're going to be right. No, you're not. You're never going to be right. Like the government literally cushioned that when they came out with the the Frank-Dodd, when they did the the lending regulations. 50% of the homes are owned free and clear. 50% of the rest of it own 50% or less equity. Well, equity's at an all-time high. Um, you know, most owners are sitting on like less than 5% interest rates that have mortgages, by the way. We have the linkage rates at all-time lows. Like homeowners are in the best financial position they've ever been in. People don't people aren't selling cuz they don't just don't have to. There's no Like I could go on and on and on and this isn't going to change anytime soon. Um So, there's this paradox called the Jevons paradox, which means that when things come into the market and create efficiencies, it creates more total usage. And so, there's a lot of case studies with Jevons. There is and I'll I'll mention one of them here. In 1865, when we came out with steam engines, everybody thought coal was going to the coal the coal market was literally going to just disappear. Okay? And so, this is what happens when inventions come along and different like mechanisms that creates efficiencies in markets, people start to develop these ideas and theories and predictions around what's going to happen to that industry. And so, coal was supposed to completely go away when steam engines came along, right? The opposite happened. The coal usage exploded. Why? Because coal was cheaper now because you had the steam engine, so it made coal cheaper. And so, because coal got cheaper, like all the different industries that could use coal There were even industries that came out that didn't even need coal, they started to use coal cuz it was so cheap. >> Mhm. >> We There's many, many, many, many, um, examples and case studies. You can look at uh LED lighting. They said LED LED lighting was going to, you know, crush, um, you know, energy and power usage by 75%. People were saying that it was going to crush the energy, you know, the electricity usage by 75%. Electricity usage has went up. What happened when LED lights came out? People just use more lights. >> Mhm. >> Dude, I I literally I didn't count it, but like I can tell off top of my head I probably have like, I don't know, like 15 light bulbs in my in my living room. I got like six to eight in my kitchen alone. And like I can see really well. Like it is bright up in there. And that's because LED lighting it didn't it didn't create a shortage of of of electricity usage. It created people using more lighting. They're using lightings and the landscaping lighting and pool lighting and all kinds of lighting. Lighting, lighting, lighting. >> Mhm. >> Um same thing happened with uh McDonald's. They said, "Oh, burgers are going to be cheaper." Well, people are going to eat the same amount of burgers just at a lower price. Not what happened. People eat like 15 burgers a day now. They go to McDonald's and just eat burgers all day long. Um the efficiencies in businesses and these mechanisms actually create more total usage. And and when you think about AI, okay, it is said that and the number somewhere around 15 to 20 trillion dollars will be added to global GDP. And there's about 5 to 10 trillion of that that's expected to hit in the US. Okay? Where do you think all that new wealth is going to go? Right? And so AI is going to create so much wealth in the world and specifically the US. And and we're going to have so much wealth, where do you think all those dollars are going to flow to? Of course, it's not all going to flow to real estate, but guess what? A lot of it is. >> Mhm. >> And like the market's going to explode even if you don't use AI. The opportunity for for more like it's not going to shrink the pie. It's going to it's going to create a bigger pie, a much bigger pie. I've been saying this for a long time. Agents will make more money over the next decade than any decade in history due to the fact that more transactions and this and this plays into the more transactions part, the 20 trillion added to the GDP by 2030. We're not even talking about 31, 32 like like it's going to continue to get worse and worse and worse. And and not that where's that money going to go? It's going to go into real estate. We're going to get more transactions. We're going to have higher prices. Like you again, you can't keep up with the supply that's happening right now. What do you think's going to happen when 20 trillion dollars hits the you know, the global GDP? Can't even keep up with supply now. We're going to have more transactions, higher prices, and honestly higher commissions and Yeah, I honestly I've been saying fewer agents, but I'm going to flip there a little bit because I I now I'm starting to like see the light of some things and I believe that more transactions are going to create a higher demand for agents, which is going to create a higher pool of agents. I still stand behind the fact that 10% of agents are going to make all the money. >> Mhm. >> I'm going to show you a chart >> I jump in and on on a point that you're making here because I think it's so interesting and timely. Um CBS this morning, just this morning as I'm preparing for our session, said that college graduates are the most pessimistic pessimistic about their future now than ever before. And then it went on to say what are the types of opportunities that are going to be growing and it was the ones where the human touch was going to be there. And um and it specifically said sales and your point is specifically real estate sales. I can't wait for you to get to those three skills because I know that it's those skills that are going to ultimately cause people to be successful. Uh so, great great stuff and what an interesting point about college graduates right now. >> Yeah, and the like speaking on the college graduates, I'm going to tell you guys something like off script here and that is I've had this working theory about agent flation. There's sports flation where each generation of sports is better than the last generation, right? I believe and you have to become more and more exceptional every generation to be more and more exceptional to be in the top tier, right? With agents, that's why we have 71% of agents who aren't selling a thing right now and that number's going to continue to get worse due to the fact that every generation of agent is becoming more and more and more advanced and the top 10% are just so advanced that they that they gobble up the market share is what happens, right? And the three skills I'm going to share with you is going to help you become part of that 10%, but you have to be more exceptional. If you take an average agent right now, an average agent, put them back in the market even just 10 years ago, they're a superstar. Mhm. You put them back there 20 years ago, they're literally the number one agent in the world. An average agent today, okay? So, um absolutely. So, when people make money, what they going to do? They going to buy real estate. Every once in a while that Alabama accent comes out. So, [laughter] so and we we have a supply crisis. We're at 4.4 months of inventory right this second, you know, um it's said that we have somewhere between 4 and 10 million a home shortage you know, over the next over the next 10 years. What's going to happen when actually what's going to happen when we come out of this depressed market? And by the way, guys, we were actually there before the war. Mortgage rates were down under 6%. We had if it wasn't for the war, we would have we would have had a nice little surge. It might not have been like the biggest you've ever seen, but we would have had a nice little almost back to normal type surge for the spring. And what happened what was very interesting is we were below 6% the war happened, it jumped back up to you know, 6.2 or something during that time, and then we had one of the we had a really bad jobs report and and I forget exactly what month it was, but it was after the war. So, I guess in March it was for the February jobs report or something like that. It was really bad. And that jobs report would have sent the 10-year Treasury down, and we would have been And at that time, we were under six, 5.99. We would have been around 5.8% mortgage rates there for a minute at least. Right there when springtime hit. Like, we were right there. If it wasn't for this war, we were we were about to come out of this hole just a little bit and start trending up, which is totally fine, cuz I'm going to tell you something, guys, from experience. And listen to what I'm saying. The more market's down, the bigger the surge is when it comes back. Cuz demand just builds and it brews. The The longer a market's down, demand just continues to build and brew and brew and brew. How many sellers do you guys have that that wish on everything that they could move, but they just can't cuz they feel locked in with their interest rate, but they hate their house? Like, they want a fourth bedroom. They want a bigger house. They want to be on the water. Whatever. They just can't quite wrap their head around doing trading this, you know, 5.1% mortgage for, you know, whatever they're going to get. Uh whatever the case may be. And by the way, we're seeing that reverse a little bit, cuz more people have a mortgage rate over five or or over six than under three right this second. >> Exactly. >> Um so, that's starting That's starting to to to tug and pull a little bit. This chart right here, this is a mic drop situation. When you understand like what is happening in like the reality of what's happening. Cuz you guys can sit around and complain all you want to. I'm going to show you something. This is the total commissions paid out going back to 2000. You can see in 2000, we were around 40 billion. It was like 43 billion. All right, 2000. We see the surge happen, we had that all-time high right here. Um 86 billionish or so. Uh that was in 2005. Then we had the crash, okay? What happened during the crash? All it did was go back to normal. See right here in 2008, 9, 10, 11. That was just the same commission pool as was paid out back in 2000 2001. Like it didn't go to like zero, it didn't get cut in half. No, no, no, no. It went back to normal. And then what happened? We went on a run and and during this time, what's interesting is that it basically in stop to where the peak in 2005 became the new normal. See, 2000 like 19 20, I guess we started to see the surge a little bit, but right here we were we were getting close to this all-time peak. And it and it was it was basically like a normal market. Then we have the surge, the the post-COVID surge. And we hit at that all-time high of 117 billion, okay? And now we have the crash. But look what happened this time during the crash, these 3 years right here, 20 2023 24 25. You take these 3 years right here and any one of these 3 years or these 3 years combined, however you want to look at it, they're the best 3 years in history by far anything pre-pandemic. Agents are making more money right now as collectively as a whole than ever in history. So you So again, you can complain all you want to. You can blame the market. You can say people aren't buying, people aren't selling. Meanwhile agents are getting so filthy rich right now as we speak, not when the market rebounds, today. And they have been. They have been through this entire downturn, uh you know, housing recessionary period. So So just read it and weep when you look at this. It's it's not the market. The market has nothing to do with your success or failure. It's you. Are you going to look at the market and say, "Oh, there's the there's the opportunity. I'mma go all in." And most of the most agents' problem is they just aren't all in because they second guess they can second guess themselves. They don't believe in themselves. They second guess the opportunity that's right in front of them. It's massive and I I'm this is another mic dropper. We're at an all-time high with the commission rate paid out right now. 5.44 This is an all-time high. This chart goes all the way back to 2000 of the commission rate paid out to real estate agents, right? And that average been about 5.2. Okay? That's That's the moving average since 2000. We're at an all-time high right now. Now, think about that. 25 years of disruption of the Zillow's and the internet and the social media's and the AI's and and the lawsuits and all these things all these things were were were at an all-time high and and to take it a step further, a higher percentage of people used a real estate agent last year than ever in history. All-time high. Lowest amount of for sale by owners ever in history last year. During all this disruption and agents are going to go away and all these things. No, sorry. We're making more money than ever than ever. But get this. When you look at this chart, what's going to happen next? The market as the market rebounds >> [laughter] >> like Here's two things I want to show you about this chart. Number one, 2025 we we were at about 95 billion. Okay? We're approaching 100 billion. Back in 2000 we're at 80 40 43 billion. About half. Okay? Dude, in 2000 we had 5 million transactions. In 2025 we had 4 million. So, we had a million less transactions, but twice the commission. Why is that? Home prices. 34 consecutive months of year-over-year home prices during one of the worst markets we've ever seen in history. Right now as we speak. Where do you think home prices are going to continue to go? Especially as 20 trillion dollars hits the global GDP over the next 5 years. Guys, the writing is on the wall again. I'm just speaking the truth to you. I'm not trying to like give you some kind of weird like no, no, no. I'm showing you data and I'm proving a couple of points to you only for the sake of hopefully you open your eyes. That's all I want. Just open your eyes and recognize the opportunity and hopefully that within itself makes you realize I got to go all in right now. Because if you know what's coming, right? Noah knew there was going to be a flood. When did he prepare for the flood? When did he build the ark? Was it before the flood, during the flood, or after the flood? When do you prepare for a market surge? Is it before the surge, during the surge, or after the surge? The writing's on the wall, guys, but if you don't if you don't if if you don't say, you know what? I'm going to be a top 1% agent. I'm going to realize that this is happening. Agents are making more money than ever right now. I can't imagine what they're going to make later. I got to get my stuff together. >> [laughter] >> I GOT I GOT TO GET my stuff together. >> So true. >> Um now, what's going to happen is as the market rebounds, guess what's going to happen? This all-time peak's going to become the new norm, just like it did last time. Hello. This is the math. It's simple math. Simple math. Everything I've said has just been simple math. I don't have to say this equation. Like what I've said is simple math. More wealth, supply shortage, AI, that's going to equal explosion. And here's the catch. You don't need AI. Use AI. Blow it up. Crush it. But if you don't have these three skills, it doesn't matter. If you use AI, if you don't use AI, doesn't really matter. Let's talk about lead gen for a second. Most agents believe the purpose of lead gen is to get leads. Nope. The objective of lead gen, the number one KPI of lead generation, is the fact that it creates real conversations with the exact people you want to do business with at the frequency needed for you to build your business at the velocity that you desire. Therefore, whatever you do in terms of lead gen, if it's not creating enough conversations for your business to grow at the speed that you want, then you need to change something. You either need to tweak the lead gen that you're doing, or need to change lead gen altogether. Something's got to give. But if conversations aren't being created with with again, the exact people you want to do business with, like if you're having a bunch of conversations, but it's all, you know, renters and, you know, first-time home buyers and, you know, um, people that you own properties that you If it's people that you are really they're not the exact And by the way, you get to choose. If you want to sell, like, uh, was it John earlier that said that, you know, the the three million three million and up properties, you know, they're selling, it's 1% of the market or whatever the case may be, if you want to sell, you know, one to five million dollar properties only, that's your choice. You can talk to one to five million dollar property owners only. You get to choose that. That's the all That's the greatest thing. That's a That's what's so cool about being a real estate agent. You choose who your clients are and what business model you want to you want to build within your business. What infrastructure do you want to build? You get to You get to pick all the systems, you get to do You get to build it however you want to build it. You can build your life around your business, not your not your business. You can build your business around your life, not your life around your business. You can knock off at 5:00 if you want to. You can take weekends off if you want to. That's your choice. Will you have to turn down some showings to do that? Yep. But what are you going to do? You're going to live the life you want or be a slave to your business. Like the high the highest of the high producers I've noticed are okay losing a couple deals here and there for the sake of scalability, for the sake of quality of life. They're okay losing like okay, I'll lost a deal. Okay, great. Not saying go out there and lose a bunch of deals, guys. I'm just saying like build the business that you want. Build the life that you want. Don't let your business control you. But the purpose of Legion, when you realize that the purpose of Legion is not just to get data, not just to get leads. The none of that matters unless you actually talk to those people. And here's the punchline. We're not here to get anyone to do something. People think that our job is to sell homes. You think you think our job is to sell homes. It's not to sell homes. It's simply this. To help your clients do whatever it is they want to do. Regardless of what that is, they could want to buy or sell in 5 years. They could want to buy or sell next week. They could want to They could want to never buy or sell. Doesn't matter to me. Why? Because I know what my conversion rate is. I know that for example, I'm going to close 50% of the people I talk to eventually. So, I need to sell, but I don't need to sell from this person cuz I know the next person's going to do a deal with me. Why? Because I care about them. And they know it because of the questions I'm asking them. So, I'll take it a step further. Most people most agents believe that the purpose of prospecting is to set an appointment, is to sell a house, is to get a lunch appointment, or whatever. No, no, no, no, no. The purpose of prospecting, the purpose of the conversation is simply one thing. Really hear me when I say this cuz this is the game this is the the game changer of game changers. When you when you flip that switch here, when you flip from trying to set appointments and get deals, when you when you flip from that to simply realizing the conversations with any and all prospects is not to get them to do business or if they're not interested never talk to them again or like move on or stop the conversation. It's simply to get them to feel comfortable enough with you comfortable enough with you to tell you everything they want to do, cuz you can't help them do what they want to do unless they tell you what they want to do. And they're not going to tell you what they want to do unless they feel comfortable enough with you to tell you what they want to do. So, therefore, your job with every single prospect that you come into into contact with is to get them to feel comfortable enough with you to tell you everything they want to do and why. So, that you can simply lay out a game plan to help them do it. And they're like, "Wow!" Whenever Whenever Whenever they encounter an agent like this, which is really rare, by the way, it'll make you stand out. The prospect says, "Oh my goodness, what a professional." What a professional. They asked me so many questions about my situation. They understand my situation better than I do. They certainly understand my situation better than any other agent in the market. Guess what? THEY'RE MY AGENT. IT'S PRETTY SIMPLE, GUYS. Stop focusing on the deal and focus on the person and what it is they're trying to accomplish and why. If you understand the skill, what do you need AI for? If you figure out a pathway to create enough conversations with the exact people you want to do business with, and you know how to communicate with people in a way that makes them feel comfortable enough to tell you everything they want to do and why so you can help them do it. What do you need AI for? You are going to crush it. But, if you don't have the skill, then maybe you do need AI. Maybe you do need AI. The next skill that you got to develop is situational awareness. What's that? It's being aware of the situation. It's understanding the situation and realizing within any situation what the opportunity is, and what to do to to to take advantage of the opportunity. And I actually the definition is before anyone else. I don't even care about that part. It could be after. It doesn't like there is no competition in this business. If somebody gets a listing that you would that you were going to get, oh no, they took that listing and now there's not enough listings for me. No, no, no, no. Them getting that listing created an opportunity for you to find a buyer for that listing or find a listing for the seller who's going to sell that property to buy. Like every deal creates more opportunity in the market, guys, not less. It increases the pie. It's like an apple. You take an apple off an apple tree, the apple left the tree, but guess what it has inside? Seeds. How many apple trees are in an apple? How many apples are in an apple? Because the seed the apples that the apple the apple trees grow have seeds. So, how many apple trees are in an apple? I mean, how many apples are in an apple? Unlimited. It's the same thing as you can't eat an entire all you can eat buffet. You go there, you're like, and I've tried it many times, by the way. >> [laughter] >> I've tried it many times. You go there, you try to eat it, what happens? It gets slow, they bring more food out. Same thing with closings. You can't do all the Guys, I'm going to tell you like this. There are tens of thousands of people in Vegas. Tens of thousands of people in Vegas who want to do business with each and every one of you, who would love to do business with you for the rest of their life. Tens of thousands. They just don't know you yet. You can spend a whole lifetime and you'll never even scratch the surface for the amount of business that's available. You can work 24/7 365 for the rest of your life and never even scratch the surface of the amount of business that is available to each and every one of you. Competition does not exist on any planet of real estate. Just to make that clear. I don't I don't I don't know I don't know why I went on that tangent. Situation but I love it. Situation Situational awareness is being able to realize opportunity. See, see, like in 2008, for example, one of the greatest times ever like I got back in in 2008. Prices were half off and there wasn't an agent anywhere in sight. Like it was like a a goldmine. I called property owners and like, "Hey, would you like another one of those for half-off? Like you like your house? Yeah, you want another one for half-off? >> [laughter] >> I got a couple for you." It was so easy to sell properties back then when everybody was running for the running for the running for the hills. Um COVID, you take COVID, the 45-day shutdown, you know, 80% of the same amount of people were putting deals under like closing deals. Like they were figuring there's no human human contact, yet somehow the market was figuring out a way to close and execute um 80% of the same amount of closings from the same year same time period prior prior year. But not only that, what was even more shocking is 80% of the same amount of people from last year were actually putting deals under contract. That was one of the scariest moments ever in our lives, really. We didn't know if we're all going to die. People were still buying houses 80 at an 80% rate, mind you. People like, "Well well Ricky, you just want to keep home prices up cuz you own a bunch of houses and and you're a real estate agent, so you're selling houses and you just want to keep prices up." And I'm like, "Dude, do you know how much money I would make if home prices went down? If you knew how much money I would make if home prices crashed, then you would stop praying for home prices to come down. Cuz it that's when I would become ultra wealthy. Ultra wealthy. How many of you guys have have clients that would just you would have clients lined up down the road around the corner if home prices dropped even like 10%, much less like 20% or 30%. Like it'd be so easy to sell homes. Right? You can't throw a situation at me where I lose, let's just say. You can't throw a situation at any person with situational awareness and and put them in a losing position because they will redesign the entire game. Like situational awareness, for example, right now, new construction. You guys just had a new builder on here talking about new construction. You guys should know every single little thing about that neighborhood and what the incentives are and what they're doing and what the absorption rate is and the homes are available and what the floor plans are and everything about it. You should be reaching out to every single property owner in in Vegas and saying, "Hey, you know, you can be in a brand new home for cheaper than I can sell your existing home for?" That's called situational awareness. Realizing these being aware of the situation at hand and taking advantage of it full force, all in. >> Mhm. >> I realized the opportunity back then was foreclosures that were half off. I was like, "Let me Let me sell a bunch of these. These people will end up sell letting me list the properties in 3 years when prices go up and foreclosures go away, buy another home for me, refer eight friends to me, and I'm going to be the number one agent in my market." And that's exactly what happened because I had enough situational awareness to realize what the situation was and how I could take advantage of it. Doesn't matter what the market does. Say AI takes out every single agent except for two agents in the world, guess what I'm going to be? One of them two agents. >> [clears throat] >> You can't You can't take me out. You're never going to take me out. Let's say Let's say just to end end end end this part of it. Let's say Let's say AI does completely replace real estate agents altogether and the real estate industry does not exist like as far as agents go does not exist at all. It's nonexistent. What then? Well, if I built a massive real estate business, I'm going to tell you right now you can go build any business This is the toughest business to build out there, period. If you can survive in real estate, you've developed the skills that you can take with you anywhere you want and build anything you want. But if you sit around and just be average and don't really develop your skills and don't really go hard and then agents are taken out, you're going to be still like sitting there like, "Oh, what do I do? I don't really have I don't really have the skills to really go out and build a business cuz I didn't really build my business as a real estate agent." Like go all in. >> Love it. >> [clears throat] >> That's like me when I uh decided to coach agents. I never did social media. But what did I do? I took the I I I I had the biggest brand in my market through email marketing. Like everyone knew me through email marketing. And I didn't realize email was a social media platform and I was building my personal brand. I didn't realize all of this. What did I do? I took the skills I developed as an agent building my brand in my local market on email and I took that same skill set and applied it to social media. And now I've built one of the biggest I have one of the biggest personal brands in the real estate space. Um you know, from the skills that I developed as an agent. So like I'm I'm I'm preaching from experience. >> Mhm. >> I'm telling you the again the truth. And again very my very macro here. And the third skill is to be the listing agent. To be the listing agent. So in the world of private uh listing portal, you know, uh scares and AI, you know, portals to dominate this and that and who owns the data and is it going to go to Zillow or Redfin or realtor, you know, the brokerage is going to who who cares? If I'm the listing agent I have an exclusive right to sell. I don't care where it goes, who sells it, how it happens. I'm going to represent my seller to the highest the the the highest level of service. I'm going to help them do exactly whatever it is in the world that they want to do and why. I'm going to go to war for them every single day. They're going to walk away saying Ricky's the best in the world. And I'm going to be the listing agent on 80% of my deals because because I focus 100% of my efforts on property owners. >> Yep. >> See everybody wants an 80/20 business. 80% listings, 20% buyers. So how do you achieve that, Ricky? You focus 100% of your prospecting efforts on property owners. >> Yep. >> Whatever that looks like. There's a million different ways to do it. But if but if you if you do anything in your business to attract buyers, then it's going to skew that number dramatically. It's going to be 50/50 and you're going to have a very inefficient business, I hate to say. Your buyers should be people that own properties. Those are the best buyers, by the way. The most efficient buyers, the easiest work with. Like, I and I'm not a I don't I never referred to myself as a listing agent. I'm a real estate agent who helps anyone buy and sell property. Like, I never turned a buyer away one time. I just didn't get very many because I focused on property owners and you know, the buyers I had were either property owners who who bought. They were people that wanted to buy my listings, right? Any any organic leads I got from just having listings, sign calls, you know, internet calls. It's people that were referred to me. Right? So, I got owners that are buying. I got I got buyers that want to see my listings. I got referrals, past clients. You got all the buyers you need. You don't You don't need no more buyers, guys. You know, like, stop buying buyer leads. You don't need any more buyers. What you need is relationships with the most sellers in the in the market. Market share is not how many listings you have compared to the rest of the market. How many deals you're doing compared to the rest of the market. Market share is how many real relationships you have with property owners in the market compared to all the other agents. I'll take an agent that's doing 20 deals a year over a that that that is that is like at at a very high frequency developing relationships at scale in the market with property owners over an agent that's doing 100 deals a year that gets Zillow leads. All day, every day cuz I know where this agent's going to be in the next 2 3 4 years. They're going to be crushing this agent over here and by the way doing it very efficiently because if you're a listing agent, like I remember having dinner with my family at 6 7:00 at night, chilling, when the agents on Zillow and YouTube are out there showing all my properties. Or maybe they have agents doing it, whatever the case may be. At that point, they're splitting the commission 50/50. I ain't splitting with nobody. I'm sitting at the house eating dinner with my family. You get to choose. And I think in the new world that we're moving into with the potential private listing portals and the AI portals and sec etc. etc. Who owns the data? Where's all this going? He who holds the inventory holds the power. >> True. >> So, I think these are the three skills you really need to focus on and understand a little deeper. And then you don't need AI. So, you got a choice. You can be part of the 90% fighting over all the crumbs, splitting your commission with Zillow, you know, running all around town, doing all these things, not all in, or you can be part of the 10% who are literally going to make They're going to take part in the the largest commission pool. Right now, we got the largest commission pool we've ever seen, but it's going to get bigger and bigger and bigger, but only the top 10% are actually going to catch that. >> Mhm. >> Greatest opportunity ever. Here's five moves for you. Stop buying leads. Focus on property owners who buy and sell. Build an 80/20 business, listing heavy. Develop your situational awareness. Right? And And here's how you do that, by the way. Take whatever your biggest fear is. Like if X happens in the market, you're worried about that. You know, like I had an agent come at me and say, "Well, what if AI um what if AI starts building houses and starts printing houses? Home prices are going to drop dramatically." I'm like, "Okay, and how does that Like how does that affect you negatively?" And they're like, "Well, you know, my home value is going to going to drop considerably and then, you know, X Y Z and I'm just going to hang on for dear life." I was like, "Girl, if home prices went down like 50%, how many of those could you sell? Number one. And by the way, how many would you buy?" >> Mhm. >> Right? But it would never happen because if um if AI started printing houses, the land values would just compensate for whatever the difference is and what the homes were being built for and what the prices are now. That's what would happen. Nevertheless, and like whoever whoever is selling lots are going to get are going to get really rich. But my point is is think about the worst thing you can think of that would happen and then think about how you're going to win if that happens. Okay, don't look at oh, it's going to crash and I'm going to lose everything. I'm going to go bankrupt and everything is going to be No, no, no, no, no, how are you going to win in that situation? >> And not for Dr. Ann either. Okay. >> Mute. >> Yeah, yeah, hit that muter. Mute that mute button works wonders on Zoom. >> Yes, it does. >> [laughter] >> And number five, capture the wave. I've talked about the fact that time to take advantage of all this is now, guys. Not when it happens, not after it happens, right this second. I thought about a way I could bring you guys value. Um you can follow me on Instagram, YouTube. I post very consistently across all the different platforms, all kinds of stuff, just spreading all all these ideas and stuff for you, keeping you abreast of what's happening in the market in real time. Also created this um masterclass, how to get to $100,000 per month. That's something I've mastered, how to help agents get from say 100,000 a year to 100,000 a month. Um I got three agents in my program right now who are having having a six-figure month right this second. Um so uh we had like 12 or 13 last year. Also, when you do that with this QR code, you're also going to start getting my Sunday agent devotionals emails, which is a big uh everybody loves those. I send out every Sunday and I I write those out uh for the agents out there. >> Huge. >> So, figured I would share share this with you guys. Cool. Hey. >> Wow, Ricky. That was uh some amazing stuff and I'm looking at the clock and uh it's 9:33 and uh we didn't get to questions, uh but I will open it up real quickly. If there's anyone that wants to unmute themselves and ask a question, we'll let that one question go. Who is it? Going once. Going twice. Okay, if you have any questions that you would like to ask Ricky, um uh leave them in the chat or reach out to me. I will be in communication with Ricky and ask those and I'm sure he'll be happy to answer them for you all. But, the reality is this, Ricky, that was absolutely amazing. You're hearing me say amen and absolutely and all the rest because you are speaking, um, it's music to my ears. It is 100% my belief of the great future that we have and the reality that yes, AI can help us. It won't make us, uh, because we have to have those skills and you are a skills person. You focus on the listing side. That is synonymous with what Coldwell Banker Premier Realty is. So, I can't thank you enough. That was fabulous. Hope to be able to, uh, have you back here sometime in the future. Um, uh, you definitely moved a lot of our sales associates and, um, myself as well. So, Ricky, thank you very much. Appreciate you having with Appreciate you being with us and for the rest of you all, once again, um, uh, education without application is worse than worthless. So, better you not know, now you know. So, focus on those things, put them into action and let's have some great results. Steve Foley thanks you once again for connecting me with Ricky. Take care, everyone. Make it a great day. See you later. Bye-bye.