There's a huge difference between being interested and being motivated. Let me explain. This is your first day in real estate and I am your real estate sales trainer and coach James Festini, and this is the program that's gonna teach you how to sell more real estate in less time. I've got a huge lead problem.

I've got a lot of leads. I've got about 2000 leads as I went through my database earlier. I'm in lead hell right now because leads are easy. Especially if you're willing to pick up the phone and prospect or knock on doors, you're gonna generate a lot of leads. If you buy inquiries from the internet and you are actually following up on those inquiries and you have filtered them and identify them as a lead, and you spend a lot of money getting that, you have a lead problem too.

You've found a lot of leads in your database, but you just can't seem to filter them. What is this? What do we do when we have so many leads? I've discovered a solution to that. The solution is to identify interest versus motivation. You see a parrott, I would say a monkey, but monkeys can't talk. So let's say a parrot could close a motivated lead, but a skilled closer.

It closes that same lead. A skilled closer knows when they're motivated. A skilled closer knows when they're not. So I know that there's people out there who think they can sell ice to Eskimo, but if they don't need ice, you're. I basically scamming them, right? If they don't need ice, why would you sell ice to Eskimo?

See, I want to find people who are motivated that have a purpose so that when I provide them my service, residential real estate, help them buy or sell that when that transaction begins, because that transaction is much faster than buying a bag of ice. It's 30 day escrow, sometimes six months worth of worth of searching.

Or marketing time, right? You wanna make sure that they are totally convinced that the decision that they're making is the right thing. How do you get them to do that? They have to be motivated. You see if they're interested and you close them so many times, man, I'm a good clo. Oh, that's, I actually, like, I, I stopped being such a good closer because back in the day, I would literally be so good at closing people.

I'll never forget this one where I got a listing agreement, right? And then the sign showed up and the homeowner called and says, why is there a sign in my front yard? And I'm like, because we listed. He goes, well, yeah, but I'm not ready to sell yet. I'm like, well, what about the contract? Like we said, he goes, yeah, but I thought that.

I'm like, no. You know what? Uh, clearly I used my talent, my knowledge for evil because you're not ready old man. So I took the sign down and, you know, it actually was probably about six months before he was truly motivated to sell. You can have someone who's very interested. I mean, we're talking like hot, hot, hot, like level 10, hot one through 10, level 10.

Uh, level nine, level 10 would be hot. But there's these varying degrees of motivation. So right now I'm going to be working, or I have been working with, uh, it's not enough to say hot, warm, cold. To identify motivation, we have to have a motivation scale, some sort of data set, some. Points of reference, some key triggers, words or actions, behaviors, conversations that have to happen with a potential client to say, you know what?

They're ready. Let's just naturally close. You've heard that before. A closing is a natural ending to a good presentation. Right. When you are with a motivated seller and you sit down and you talk over price and terms, there's this moment where there's like, so what do you think Mr. Seller? And they're like, yeah, oh, great.

Let's pull out the paperwork. Let's sign the contract. Let's, let's get this started. Let's rock and roll. Whatever your closing buffers are, you know, they're motivated. It just happens no matter if you puke on the table. And you clean it up, you could still get the listing, even if you have to skew yourself to go to the bathroom.

'cause you got bad stomach and it takes you like 10 minutes and they're like wondering if they're, you're in the bathroom dropping a deuce and then you come back, you're like, Ooh, that was hard. I've been there. That's why I'm relating to it. You'll still get the listing because they're motivated. Right?

Hell think about what we're going through during the pandy about. MM two, not long enough ago. That's motivation. When you got somebody to sell during that, during a global pandemic, you got someone to live to like say, come on in. 'cause no one knew back then what it was. You know, nobody knew back then what it was.

So for them to invite you into their house, they had to be incredibly motivated to do that. So I'm encouraging you now, ladies and gentlemen, to identify the difference. Recognize the words and behaviors and the conversations and be real with yourself. There is a difference. I actually got this because I was writing it down.

There is a difference between interest and motivation. I. One of the notes I put here is, like I said, a parrot can close a motivated lead, a skilled closer knows they're motivated. You can't close those that are not ready. So when you collect all of these leads and you think to yourself, man, why am I not closing?

How come I'm making so many calls? I can't seem to close them. It's because they're not motivated. And you need to hurry up and find out the varying degrees of motivation and put them in those pockets. So it's your expectation and your words and behavior and follow up and consistent, uh, attack to try to get them to sign a contract is in its right place.

And time when they're ready. They are a level 10. So I'm having my databases now. Instead of just saying hot, warm, cold, with a high, medium, low callback story, it is now or frequency. It is now levels of M motivation, M one to 10. So if somebody is a lead today, says they're interested, but now they're no longer interested and they've changed their mind.

Once upon a time, they were a lead. And I don't want to just throw them into what I would call gen pop. I would hold onto them, but when I called them, I knew that they weren't, like, they still weren't, but once upon a time they were. I say it's like a cavity when a dentist, you know, the, you have a cavity.

You can avoid a cavity for years, but you know it's there. So, They have that cavity and you're the dentist, and they called in and said, I need to get this taken care of. And then they canceled the appointment, but they never filled the cavity. They just live with it. But what happens at some point, that cavity is gonna get so big and you just need to be there at the right place at the right time.

So I'm putting these varying degrees of. Groups inside of Mojo that are M one through 10, and every conversation, every engagement is gonna either be a plus or a minus point based on the results of that previous conversation. Was it a positive conversation? Did they say they were still interested that they're in two or three months though?

Well, maybe that's like they say they're really interested. Remember interest versus motivation. They say they're really interested in six months. Then that's probably an M five because they're not right now, but they are warm. So maybe these motivation, I say M, these motivational factor of five through, you know, one through 10, maybe 7, 8, 9 was hot, and maybe 4, 5, 6, 7 was warm, and maybe 1, 2, 3, 4 was cold, but you knew they were once upon a time and then a zero.

Is just the phone book, right? You call a complete stranger. There's zero motivation until you identify it. Just like someone walking into an open house. Are they a lead? No. You'd have a conversation. Are they a lead? Yes. What are they? One through 10. M one through 10. So I'm saying it here. Now. It's gonna be in mojo, but I'm, I'm working on this thing.

I, it's, it's a word that, let me say it now. Lead. Qualification. I heard the word yesterday. I'm trying to remember what that word was. But there's, uh, the, the lead motivating factor. You know what, I wrote it in my journal what that word was 'cause I've been trying to struggle with it, and I know that because I'm full-time doing this all the time.

That there, oh, here it is. Probability matrix. Listen to these words. 'cause they're going to be mainstream in the next two years. And I'm, you're hearing it here first if it's even been said, but I guess I'll say I've coined them because I haven't heard them, but I've heard people speaking of these things and CRMs are touching in this space and what I, what I'm calling it is, A probability matrix similar to, uh, softwares out there who, uh, there's been a few lately where they say it's likely that they'll sell or the probability of them selling is based on some factors.

They've been in the house for the last 15 years. They've got, you know, an interest rate above 5%. So their probability is maybe a little bit higher 'cause they've got equity and they're older, or maybe there's. Some other scores or metrics that they're using to identify motivation. But at the end of the day, maybe they're not.

So it's a, a matrix, you know, uh, it's not like a one of those vertical scales, but it's all sorts of factors that come into the scoring of the lead. So moving forward, we're gonna look whether they're motivated, Or they're just interested. And many times you'll find that their motivation is based on an, their objections are based on either a condition, an immovable object, like a graduation or a job transfer or something that is there.

That can't be done. Um, interest rates, for example, when they say My interest rates suck, you can't move that object. Can. Is there an alternative? How motivated are they? Well, we bought a...