Dustin Brome (0:00)

We're breaking down Last week's Ignite24 Team Builder Summit event in Salt Lake City. I'm going to go through all the takeaways, all the lessons learned. Get ready to take some notes. Let's go. The Massive Agent podcast. We lead generation tips and strategies to get you more leads and sell more homes. I love to buy houses. I like to sell houses. It takes brass balls to sell real estate. Wait a minute. The leads are weak. You're weak. I've had better. Oh, have I got your attention now? Here's your host, Dustin Brome. What is up, guys? Welcome to episode 356 of the Massive Agent podcast. I'm your host, Dustin Brome, here in Salt Lake City, Utah. Last week here in Salt Lake City, we had the Ignite24 Team Builder Summit mastermind. Absolutely incredible event. Now I have a bone to pick with Hurricane Milton, that son of a bitch, because we had five people who could not make it because, well, they didn't want to leave their property and or families behind because of the stupid hurricane. So aside from the five people who could not make it, it was an incredible event. Amazing feedback that I've got so far. Everyone who was there was like, please don't make it. This big giant thing. Here's what's cool. It wasn't. It wasn't a big conference. It wasn't like, you know, 100, 200, 400 people in a room. It was a small, intimate mastermind where we had time to really, like, talk through stuff. Like if someone had a question, we had time to like, really dive deep and, you know, people who had an answer or a solution had time to, like, you know, really dive deep and give perspective on that. So everyone that went got a ton out of it and really pleased with it. So, but I know most of you, I mean, all but, you know, all but a dozen or, you know, couple dozen of you. I don't even know what I was going to say there all but like a dozen or two dozen of you were even there. So of course you didn't know the takeaways. So I'm going to bring them to you. I'm going to give you the takeaways. I'm going to break down what I made notes like as I was listening to the other speakers. I was making notes, I was making mental notes, and I'm going to share those with you. And then just some overall takeaways and lessons learned as well that I learned as somebody putting this event together and organizing this event that I Learned about agents that I think you might find interesting. So let's start with this. Let's start. I'll start with, with the speakers. So we'll start with Neil Dhingra. So Neil Dingra came into town. Neil home on Instagram and YouTube and everywhere else. You all know Neil. He's been on the show a couple times. So Neil came. He was incredible. The one. So he talked about brand building, video content, building a community, and how agents should be creating a place for whether that's local, local residents of a certain community or local homeowners or, you know, certain groups of local people creating a community through a certain platform or a Facebook group community and how to monetize those communities. That was incredible. My biggest takeaway was just something that Neil said. He said that when it comes to creating content, if you could just live by this one mantra, you'll, you'll do so much more. And then, you know, if you're busy, you won't have these big long periods of time where you're just not posting anything, which I know a lot of us struggle with. So we said make before you manage. Make a piece of content. Make a video, make a post before you dive into your day and start managing the business, start managing all the fires that you've got to put out. Make before you manage. So if you just take 10 seconds or 30 seconds or even a minute before you dive into the day and just record a quick story, hey, here's what I'm up to today. Here's what I'm working on. Here's what I'm going to do. You're going to get so that, that does so much more for your business than if you just, well, I'm busy. I'll. I'll make a piece of content later. So that, that's my new mantra. I love this. Like, I've already thought of it consciously numerous times since I heard him say that. So my biggest takeaway from hearing Neil Dhingra was make before you manage. Then Paige Steckling did a great job. She was there, Utah real estate page on Instagram. If you don't follow her, must be living under a rock. She's been on the show before a couple times, actually. She was really refreshing and everyone loved her because she, she was not trying to be anyone that she's not. She, she, she admitted to having in her business just kind of organized chaos. Like she's just kind of flying through. She's doing so many transactions. She has so much business going on. There's so Much happening because she, she does such a great job with her marketing and the servicing of her clients. Like, she's a great agent that gets the job done. She's not just some influencer on Instagram. She actually delivers the goods. And so she, she has this concept of just ready, fire, aim. She, she told a story about how when she started to build out her team, Utah's finest Realtors, she didn't do it the way that most, most coaches and, and, you know, team. Team mentors would tell people to do it. Like, including myself. Like, if she came to me and said, how should I do it? I would not have told her to do it the way she did. But she. Here's why she did that. She first hired a buyer's agent. That was the first hire she made. A buyer's agent. Why? Well, she had so much business happening, so many clients to service, she couldn't do it all. And so she saw, she looked at the problem. She's like, okay, what's the problem? I just have too many people that I can't personally help. What's the solution? Get someone else to help me. And so she went out and through her sphere of influence, through personal relationships, she found a great agent who's still with her today. And she brought an agent on board and. And then she brought in some. Some assistants and some admin staff and all of that. But she. She went straight for the buyer's agent. It worked for her because she saw the problem. I'm completely overwhelmed with business. I need someone to help me with that who can. Another licensed agent. So she brought them in and she just, she took the action and learned some things, made. Made a few mistakes, stumbled a little bit, but she's so much further ahead now. And now she has multiple team members and a great support staff because she just did. She took action. She just did the. And learned what to do, what not to do. When most of us, we spend way too much time over analyzing and planning instead of just freaking doing something, take us take a step forward. And if that step forward was not the right one, well, then you can adjust. You can take a step back. Right? You can fix it. So that was really refreshing. The. The group there at the. At Ignite Love Page, Michael Perry. So Michael Perry runs the number one team in Utah. They. I didn't know this, but. So they have like 150 agents, number one team in Utah. And they are the number one account at Zillow. So there's no real estate team in the country that spends more on Zillow than the Perry Group. That's pretty stunning. They spend over 200k a month on Zillow. But he came in and talked about how he's still in production now. He, he has an assistant who's licensed that does a lot of this, a lot of the, like the transactional work. But he's still representing people and, and he's, he's still in the trenches and he likes to sell well designed homes. He's not just selling anything. He wants to work with certain clients. He sells well designed homes because he loves it. Well, when you're in the trenches, you're leading by example and it's easy for your people to follow that. Right? So I know that that helps their team and the culture for sure. He talks a lot about hiring talent. He gave four, four points when it comes to, when you get to the point where it's time to start hiring people, whether those are agents or an administrative assistant or an ISA or a graphic designer, whatever. He said, number one, don't be cheap. You can't expect to have an A player if you're only willing to pay a D salary. So you've got to, you have to wait until you're ready to do it, until you can take that on, start putting some money aside. You know, maybe you're, hi, maybe you're hiring too soon or you're just going to hire someone mediocre that's going to leave you in four months. Maybe they're not mediocre, maybe they're fantastic, but because you're not paying them well enough, they're just going to find something better four months later. And it's because why shouldn't they? You know, if you're only paying them this, but they know that they can just go across the street and get this, why wouldn't they just go across the street and work for somebody else, right? So if you hire, if you're not cheap and you, and you hire people and pay them very well, it makes it very difficult to leave. He said something else which was really cool, along these lines that whenever they find someone super talented, whenever they come across talent, I'm not even talking agents, I just mean anyone when they find someone super talented, usually from outside the industry, they find an opportunity. They create an opportunity for that person to work with them. So if you have somebody who wants to work with you and they're super, super talented, find a place for them, create a position, create an opportunity. That's what they do. And they shared numerous examples of people that they've brought in from medical device sales and from the military even. And what was the other one? I think another agent but brought them in because they were so freaking talented and they created positions for them, they created a space for them, and they've been with the company for years, and they're thriving. So number two, he said, when. When it comes to hiring talent, number one is don't be cheap. Number two, you ask them, okay, aside from money, what else is most important to you? Because of course, money. When you're hiring people, money is important, but what else? Some people care a little bit less about money. And they want growth. They want to be a part of something that they can participate in that they can take ownership of, that they can build. They want to be part of the growth in creating and building something cool. And that's a little bit more important to them than money. So ask people, you know, besides money, what's most important to you? And then really get to know people. When you're hiring talent, get to know them. Who are they as people? Not just, okay, your resume looks good. Awesome. Do you have any questions for me? But, like, get to know them. Maybe even eat, eat, meet off site and take them to coffee, take them to lunch. Like, you know, meet them for a baseball game, for example, where it's. It's kind of chill and low key so you can really get to know them. Not with every person you're. Hi. You hire, but with key people. Absolutely. And then number four, when it comes to hiring talent, you have to set the tone that right from the beginning, this is my team, this is my business, but I'm here to serve you. Those are the exact words Michael Perry uses. This is my team, but I'm here to serve you. So then there's no confusion about who's in charge, who's ultimately the decision maker. But they also are not confused that they have input. They have say they have. They have some ownership in that where they. They can share ideas. They, you know, they're not just like the little minion over in the corner. You know, the. The team owner, the team leader is there to serve them, and that should empower them. Quarterly meetups with staff is important. Find out what they're happy about, what they're unhappy about. This is not necessarily with your agents, if you're building a sales team, but with staff. Meet with them every quarter. Really dive deep on what's working. What do you like? What do you. What do you not like? What are you happy about? What are you not happy about. Because if. If you're not giving them permission to tell you what's broken and what they're unhappy about, they're just bottling it inside. And that will fester, it'll grow, it'll compound, and pretty soon it'll blindside you. They'll just leave you one day and they're going to be like, oh, it wasn't anything you did. Well, yeah, it was. There was just some that compounded because you never, you never found out. I told you that the Perry group spends over 200 grand a month in ad spend with Zillow. Not ad spend with. Just spend with Zillow. Right. Well, here's what's cool. They, their mentality is, look, if there's a vendor, if there's a lender that they're going to be recommending to people, if there's, you know, any vendor that they're going to be giving business to, they expect that that vendor participates financially in everything that they do as well. So. Especially on the lender side. So for that 200k plus per month, the. Their lender pays half. That's a large amount of money for a lender to contribute, but they also get a large amount of business, a large amount, a large amount of leads coming in for that. So if you, this is something that, if you're going to be a business owner in real estate and not just a transactional solo agent, wrap your head around this. If someone, if I came to you and said, hey, I have a buyer for you, but I need a 25% referral fee, you'd probably, most of you would say, okay, great, done. Like, let's do it. And you have no problem giving away 25% because you see that that's valuable, right? Somebody shows up with a client in hand saying, here you go, here's someone to work with. Here's a piece of business. You see the value in paying for that, right? Through a referral fee. Well, don't you think if you're showing up to your vendors, your vendor partners, roofers, landscapers, plumbers, painters, you name it. You know, gutter installation people, you're just gonna call, you're just gonna say, hey, roofing company, I have a client for you. It's worth $15,000. They have to replace their roof, ask for something in return, ask for a referral fee. And don't freaking tell me that you can't do that. Just, it drives me out of my freaking mind with an agent's like, that's actually not ethical. That's you can't actually do that. That's not legal. If you're hiding something, that's unethical, that's immoral, and that's probably illegal if you're hiding. But if you're on the up and up, if you're transparent, if you just disclose everything properly and it's just a business transaction or business relationship between two willing partners and you disclose it to everyone who needs to know, you're not breaking any laws. There's nothing wrong with that at all. Nobody gives a as long as you do it properly. So if you are giving business to some other company on a silver platter on a regular basis, you should be asking for something in return. You're just giving them business and not asking for anything in return. That'd be crazy. If I came to you and you with a client and I said, hey, I have a buyer for you. And you're like, cool, thanks. I'm not willing to pay you for it, but I'd love to take your buyer. That's. That's laughable. So flip it. And then stop acting like that. Let's talk about Jonathan Campbell. Jonathan Campbell came. What I love about John, and he's been on the pod before. See, everyone who spoke was. Has been on the podcast, except for Michael Perry. He's. We got to get him on the. On the pod soon. So Jonathan Campbell came, and he runs the John Campbell team, the number five team in America. That's all. They're just the number five team in America according to the 20, 23 real trends. That's pretty freaking nuts. So they sold just shy of 2,000 homes last year with 28 agents. 28 agents sold almost 2,000 houses. That's like 70 deals per agent average for their team. So John came and shared with us how he does it. Well, he tracks everything, right? He shared. First off, they have production minimums where they hold their agents accountable. If they're. If they're not willing to do the work, if they're not going to show up and do what they're supposed to do, they can't be on the team. So they have production minimums. Now they. They track everything so they can find out, like, you know, if somebody is not doing the work, or maybe they're doing the work, but something's not working. Like, they're doing their calls, they're. They're getting meetings, getting appointments, but then no offers are being accepted. You can find out, oh, that person needs some help with writing offers or presenting offers or creatively structuring offers. You can find out where the broken parts are if you're tracking everything that they're doing. Because you don't. You don't just. If you bring someone to your team, you don't just want to fire them if they're not producing. Like, you want to find out, hey, how can we get you productive? And John's been very, very good on his team with, first off, getting people who are going to be productive and then making them more productive. And accountability is huge. Competition is huge. Let people compete against each other. Let them see how they're stacking up, do leaderboards and all that cool stuff. I know the Perry group does that, but John's team does as well. Here's what's cool about John. Even though he's selling 2,000 houses a year, number five team in the country. If you walked by the guy, you'd have no idea. And I mean this as a compliment, and I've told them this before, you don't. You don't need to be flashy and loud on social to absolutely dominate business if you know your shit, if you work your ass off, if you have great people around you. So most people in the industry don't know John. Now, he did just speak at the Zillow conference a week before the Ignite event. And he was on stage at the Zillow event, as he should be. And he should be on a lot more stages. But the industry doesn't know him because he's not really active on social. He's not. He hasn't really done much on social media at all. So most of you don't know who he is. But then you're like, wait, this the number five team in the country? How have I not heard of this person? Exactly. So he's a great example that it. That you don't have to fit a certain type in order to be super wildly successful and productive. You can do things your way if you focus on excellence. You focus on consistency and putting great people around you and getting them better. Right? Taking great people, putting them around you, and then making them better people. Making them better, more productive agents and employees. Here's a couple takeaways that I got. There's some things that I learned rather about, about agents from, from this event. There's two types of event, two types of man. I am up today. That's okay, we're rolling. I'm fucking up. But let's, let's keep going here. Two types of agents, those that let small speed bumps completely become roadblocks. I've, I've been that person before in, in the past. Maybe you're, you're there right now where like the smallest little friction, the smallest disruption that you know, something unexpected happens and it completely you up and, and you know, stops you in your tracks. That's one type of agent. The other type will damn near fly through a hurricane to do something that they know will help their business. So we had, we had some people not able to come. There was people because of the hurricane. There was, there was one other, that I gotta be careful here. There was someone who didn't come that I know they didn't come because of inconvenience. Right? It was, it was inconvenience. It was not something major. When I, when I saw this I was like, really? Like you couldn't come because of that? Like, sucks for you. But then we had a couple in Florida who, they knew that the hurricane was coming their way. They were, they were basically in the, in the path of it. They were, they're like, well, we're still planning on coming. We're still. And I'm like, like really? You're still planning on coming? Are you, are you sure about that? And they're like we're still planning on it, but we're gonna make a last minute decision if this thing doesn't turn. Obviously we can't come for obvious reasons, but if it turns like we, we don't just want to cancel and not come. So they went to the airport, they were about to get on their flight to come to Salt Lake and at the, literally they're standing at the gate at the last minute, at the very, very last minute, they decided, you know what, we wouldn't feel right leaving. It doesn't make sense. Too risky that, you know, we're going to get hit by this thing. We, we got to pull the plug. They were, they were this close to coming. And even though they didn't show up, it was the mentality that they had. So everyone who was there and even most of those who weren't there, they had the mindset they're not going to let anything frickin stop them. It's going to take a hurricane going over their house to prevent them from coming. I respect that so much. That mentality and if you can build that, if you have that mentality where any speed bump, any roadblock, any wall is still not going to freaking stop you. If it's a wall, you're going to go over it, you're going to go around it, you're going to go under it. If it's a speed bump, you're going to plow through that frickin thing. Don't give up because you hit resistance. You're hitting resistance because you're on the right path. You're hitting resistance because that's how it works. When you're on the right path, when you're doing the right things and you start to make progress, of course you're going to get resistance. That's showing you you are doing the right resistance shows up when you, when you get outside your comfort zone, when you start to take a big leap forward. It's like, you know, I don't know what it is. It's like the universe's way of being like, have you earned this yet? Like, should you be, should you be taking this big step? Have you earned it? Do you deserve it yet? And if you just keep going, you prove, yes, you do deserve it. So don't freaking give up. Like, don't, don't let ridiculous shit stop you from doing something you know is going to massively impact your business in a positive way. So super excited about the event. I will say this. We're going to do it again. I'm not sure when yet, but I'm already, you know, wrapping my head around the next event. We're going to keep it a small mastermind. So I, everyone that was there agreed. They were like, you know, you can't make it big because then it changes the dynamic of it. It wouldn't be as valuable or as powerful if it was this big thing of even like, you know, 50, 60, 80 people is way too big. So I think we're going to just keep it small. It's going to be more expensive, but much smaller. So, you know, we're going to get better, more determined people there. Which by the way, is the room that you want to be in, those are the types of people that you want to spend the weekend with, not people that are like, I'm here because, you know, it's cheap and I thought I'd spend a couple hundred bucks and you know, no. So we're going to do it again. I'll let you guys know when it's happening. Now in the meantime, if you want to be a business builder, if you want to dive deeper on some of the stuff that we talked about at Ignite, if you want to, if you want to have the whole playbook for going from a solo agent to a thriving business owner agent, then you need to be part of our new massive agent Business accelerator. It's a new 12 week program. So we're already in week one. As you're hearing this, as this podcast comes out, we're already in week one, but it's not too late because everything's recorded and you can catch up. I'm only going to let new members in for the first three weeks and after that it's just there's too much to catch up on. So for right now, we are still accepting new members for this 12 week program, the Massive Agent Business Accelerator. If you are a solo agent or even if you're already a current business team leader and you want to and you just want to accelerate the out of that growth, you need to be part of this. There's more information over@massiveagentsociety.com there's still a chance to be a founding member because after this first group, the first 12 weeks with, with the group that we have, there is no more founding member discount. There is no more founding member perks. You can only get those now and for the next week or so. So go over to massiveagentsociety.com and check that out. I'm very proud of what we've built. This is the accelerator, the cheat code that shows you how to go from wearing all the hats, being way too busy, way too stressed out, not enough time to do anything, and just spinning the hamster wheel. We're going to show you how to build a business. This is the formula and the system and the roadmap to build a legitimate business that you are the CEO of that you can remove yourself from at a certain point. And when that time comes, you're going to be making more money and working so much less than you are now. But it just takes different decisions and it takes following a certain roadmap and being around others that are doing it too so that you can learn from them. There's others in the group that are further ahead than you who maybe some are not as far ahead as you. It's the perfect community for agent entrepreneurs. If you consider yourself an agent entrepreneur. You want to build a true business and buy yourself some freedom and time and be able to step out one day and maybe that step out of sales or maybe just take a step back from sales or maybe your role in the business shifts. Whatever the hell you want to do, you need to start making some different choices now. And we have the roadmap, the plan, the structure, the formula, the blueprint to it all. MassiveAgentsociety.com join us. Thank you so much for listening. I appreciate it. I'll see you guys next week.