So welcome back to the podcast. You know. One could argue that this market, with volatility and interest rates nearly eight percent inflation, with all the rising costs associated to it, a war in eastern europe between ukraine and russia, god bless and yes, historic, low time on market. I didn't say inventory: it said time on market and an overwhelming amount of buyer demand.

In almost every case, one could argue that this market is one of the most challenging markets. We've ever experienced. Think about that think about that, for you think about it, as you think about your business, you can see that if you're watching the video, i literally wrote out 16 different pages of thoughts to help you navigate this market to navigate this moment in time. For you for your family, for your business, for your mindset and so much more so buckle up here we go when i think about different markets.

I can go back to hey. We got ta survive until 1995.. Now i might be dating myself or some of my veteran friends out there because remember what happened post the late 80s stock market crash as the real estate market crumbled following that, and you know it was a it - was certainly a challenging market. I can also think about uh 2000 when the internet bubble bursts or the intensity and tragedy of 911 and how that stopped the world working with so many of my high-end clients at the time that were just like it, just felt like everything, went on pause right For months and months and months and months, it was a challenging time different, different from like the global economic meltdown of 2007, 8, 9, 10 right and even different from the pandemic of 2020 and 2021 different.

But i wrote down in every case real estate and the industry seemed to always be trifurcated. I love that word. Try some people nuts, but it just it, got split into three factions. Always so i wrote down yeah the non-producers continued to sell a home now and then, if they were even lucky and most left the industry, but they're replaced by another set of hopeful new agents.

And then you always have the movable middle right. The movable metal of real estate, the ones that again sell a house now and then but find themselves usually just stuck right stuck in the mud, maybe less committed, maybe not all in you know - maybe it's a hobby for them, but they're always there and they're in The office so they're showing up on the zoom sessions, gobbling up resources and very frequently not selling many houses and then you've got the top 25 and if you, you know, you've been to my live events or you've listened to my podcast. Before i see my trainings, i talk a lot about my buddy pat bealing, who did a really nice job, synthesizing the entire mls and breaking it down last october. For me into basically, you know the top 25 percent controlling 73.5 of all the volume, not all the transactions, but very close, but all the volume which is where you get paid and when i think about each of those markets that i just mentioned.

Each of those moments in time in our industry, where it has been challenging right, i think about the the top 25 they've, always seemed to figure out a way to sell more houses to be more successful. So when i was reflecting back, i was writing this on. I don't know 55 60 000 hours of you know: one-on-one private sessions, maxine gallons and mardi gallons for like 23 years now or timmy smith, and i can name you know, hundreds and thousands of people that i've been blessed to work with whether it was in a One-On-One setting in a small group setting a you know, ceo of management teams, uh doing live events, and so much more right answering you know a countless number of questions, whether it is you know, walking the hallway or on instagram right um. What what i keep going through right, what keeps going through my mind that i wrote down is: what is the difference that makes the difference it's the age-old question like why do some people seem to always be wildly successful, while others just seem to always struggle, and I'm not referring to the ones that are like not interested, i mean the ones that are interested that are trying to figure it out, but they keep struggling.

Do you know some people like that, like maybe like they're sitting in your chair right now? Maybe listening to this podcast so listen up, i wrote down. Why do some people struggle and others just absolutely consistently help more clients make more money, sell more houses, so i started looking at it saying: okay, i've done all this coaching done all this work. I meet with all these amazing people. I have such um such a blessed life when it comes to exposure to what works in this business.

You know, there's a lot of coaches out there and a lot of great people. I just am blessed with a tremendous amount of exposure and, as my buddy greg always says, i have the ability to synthesize all these complex things into more more easily digestible actionable steps. If that makes sense, so i wrote down there's no doubt that you know attitude. You know one's view of the world makes a difference, uh your personal psychology, the way you think the way you move the questions you ask yourself.

All of that is absolutely a factor being gritty or not um. You know the ability to just have work ethic. There's! No doubt we know that that makes a difference having a plan having a process yep all that stuff definitely makes a difference, and i could literally go on and on and on and on, like tens and tens and tens of things that i know absolutely move the Needle and yet the two that seem to be the most obvious to me right, the two that seem to be the most obvious to me, working with some of the most successful luxury agents that have been inside this studio or you know, over the phone or zoom Sessions or face to face these - these, you know monsters of the industry of the high end, some of the most successful team leaders, i'm traveling to napa valley tomorrow, to spend time with about 40 teams, and you know, team leaders and their ops, leader or their manager. I was looking at the numbers.

The average um profit was like 540 000 in the first, like two and a half months right, it was the average profit, not gross commission income, that was the average profit of the men and women i'll be working with over the you know the next few days. So, luxury agents mega successful team leaders ceos some of the biggest real estate mortgage and tech companies. If i had to say what are the two things at the core that make every one of them so successful, and i can almost look in if you're with me right now in the studio, i look at this photo of david bowie um as another example of That um, kobe bryant right or robert dory over there, but i always think of kobe bryant - is another beautiful example of this. So the thing i wrote down is number one: is they lean in? Yes, they lean in verses versus getting frustrated getting fearful.

They embrace the unknown with a willingness they embrace the unknown with a willingness to ask. How can i do it better? Who else is already winning at this? Who else is already doing this? What's another way, so i just got my ass kicked. I just lost things. Didn't go well, i had a plan and got punched in the face.

It didn't work and the ones that seem to always kill are the ones that say how can i get better? Who else is winning at this, and you know, what's the model that i can emulate or what's another way i can do it versus versus the people that, when faced with a challenge or an obstacle right shrink hide run away screw it i'll? Never do it again. All buyers are liars, clients are horrible. I hate this business that simple distinction right, that simple distinction that dr carol dweck wrote about in her extraordinary book the growth mindset. If you haven't read that book, you should read it today, um.

You could probably go to youtube right now and watch a few videos on her, but the first half of the book she describes, you know, sort of uh. You know what happens in around the third or fourth grade when faced with an obstacle, something we don't know. Do we lean in and say teach your teacher? I don't understand help me understand. I want to learn more.

Is there more resources? What else can i do, or do you kind of mentally or physically move to the back of the class and start hiding from it? She called it the growth mindset versus the fixed mindset, so when i think about all these extraordinary men and women that i've worked with these incredible individuals and teams, one of the most important distinctions is when they get punched in the face they lean in when they Lose they lean in when faced with something they don't understand they lean in. So i wrote down the question, for you is when your offer doesn't get accepted when a prospect chooses someone else over you or worse, you get this great connection and then they ghost you do you get mad. Be honest, be honest right now, do you get mad, or do you find and look for ways to act on getting better, so we all get ghosted, we all lose clients. We all have deals that don't go together.

We all have great plans and intentions and, most of the time they don't work out, i was listening to an audiobook this morning. The obstacles the way and one of the one of the moments in the book that i recall was um. You know how how some companies will you know, people in the business will get mad that some months they don't make the profit that they want. Well, that's just a part of doing business right.

The question is: what do you learn from that? What are you going to do differently? Are you going to lean in? Are you going to complain, get frustrated, get mad. Stop for a second. Do you know someone who finds themselves always getting frustrated when things don't go their way? That is the most classic. Tell right.

Thinking of, like poker, tell for someone that has a fixed mindset, so here's what i wrote down, do you get mad or again? Do you look for ways and act on ways to get better, be honest with yourself? What i wrote down was when you don't know how to use an app as an example, something as simple as that right. Do you ask for help, or do you hide it on your phone or better, yet just delete it? It's great. So i'm looking at brian, my producer, who's, like nodding like right, like brian we've, all been in that situation where it's like. Oh you got to download this app and you you open it up.

You're like ah, it doesn't make sense right instead of saying. Let me take an hour. Let me take 15 minutes. Let me take five minutes and just start playing around with it, hoping that there's some you know intuitiveness there that you can discover, or do you just go screw it stupid app right.

I think most people today do the latter, so i wrote down people who are continually winning in this market clearly have a growth mindset. Clearly they have a growth mindset and if you haven't read that book, i certainly encourage you to do so, but i think you get the the general sense of the book. The general hook of the entire book is: do you lean in or do you fall back? Do you say how can i do it? Who else is doing it? What's another approach i can take, or do you go screw it? These people are horrible. I hate this business.

You know crms are stupid. I don't like technology, i'm afraid to do video and all the other things we hear in the fixed mindset. So that's the first one you think about 55 60 000 hours of coaching makes me feel like i'm doing this for a long time, because i'm young, but it just makes me think, like i've been doing this for a long time when you count up all the Hours all the time, all the conversations, all the successes and and all the tests that we would run that didn't work right, that didn't work. Hey, let's send this email, it didn't work.

Let's send this direct mail piece, it didn't work, let's shoot this video. We think this is going to be the most remarkable video ever and no one liked it and nobody shared it. That's all part of the journey, the growth mindset is continue to do more continue to examine, i think about my uh, my great friend and mentor jay. Abraham, who would say all over and over again a business and an individual that isn't constantly examining and rigorously re-examining everything they're doing is not a business.

You would ever want to invest in think about that, if you're not constantly examining and re-examining everything you're doing right. That's not a business he wants to invest in. I also think about one of my mentors mike vance would say every business every 18 months every 18 months has to do something radically different. Is it going into a new market? Is it uh? Is it buying a new company? Is it launching a new product? You've got to constantly be reinventing yourself to stay relevant and fresh in the marketplace.

I wish he was alive because it'd be so interesting for him to share his perspective about how challenging this market is. Someone that you know launched uh orlando's, disneyland right. He was walt disney's right hand, guy, which you've heard me talk about before so going back to the second thing, because i think you get the first one right and, and you know, as i'm, i'm looking at you in the camera, you know it's context specific. You have parts of your life where you're fixed and you have parts of your life or your growth, and the key is to acknowledge that you have parts of your life where you have a growth mindset right like if your child says it's just hard for me To do this homework you know.

Well, you know you're in the third grade, let's just blow off homework, no you're, like i'm, going to figure out a way to solve this problem, because i know you know this process they have to go through if they want to get out of school right, like You're going to do whatever it takes interesting, that's a growth mindset way of being so you get that right. So just acknowledge the areas where you got it and the areas where potentially it's fixed video is an area where i see a lot of people have a fixed mindset. Tom i've got a face for radio okay great. What are you gon na do? Surprise your clients, when you show up they, you knock on the door and they answer all right, they're freaked out, because you you you by the way think you look a certain way.

That's not good! On video, like kind of silly right, look at tv or movies today like we're full of shapes and sizes and colors, and looks and right, like it's different strokes for different folks who cares create video anyway? That's the growth mindset. So second point: here's what i wrote down. It really falls suit because one almost begets the next. Did you watch the super bowl like this year, the rams versus the bengals brian knows i was there.

I was blessed to be there with my son and my sons. Sorry, stevo and michael, my wife, kathy and one of my dear friends, claudia cole, who literally bought a ticket with me the night before, because he has a growth mindset and he got a ticket literally one row in front of me for half the price which i'm Still kind of pissed about, but we all went to this game and it was a fantastic game i wrote down, you know as a fan right rams versus the bengals in l.a couldn't be better die hard long time. Rams fan southern california guy in seventh heaven but got frustrated watching the game, because our our basic moment was hey. We're just gon na keep running the ball pound.

The ball pound the ball. So when it's time for us to throw the ball, we're ready. It's kind of football 101, except if you were watching that game, as many of us were, we couldn't run the ball and we would go three and out and three and out - and you know yes, we'd - throw the ball and we'd score and it'd be electrifying. It'd be exciting, but you know the game is sort of predicated on running these plays to set up the next except the plays.

They were running, weren't working. Think about that as it relates to business. I remember um the next day going to the gym in the morning and i think it was like a treadmill or something running, and i was watching something on uh youtube. That was like a 45 minute recap of the game, and there was this moment in the game when coach, sean mcvay, they caught him on uh, you know audio obviously, and he said we can't run the ball.

I'm not running the ball anymore, i'm not running the ball anymore and if you watch the same little 45 minute video, you know exactly that moment and that was it like. They said, i'm not running the ball anymore. Why? Because that play isn't working think about it in your business i wrote down. If you run, plays that don't work, you don't win.

Let me say it to you again: businesses like sports and if you run, plays in your business that don't work, you don't win or worse. You run plays in your business that work every now and then and you get frustrated because you never know when it's going to work and when it's not and you don't have the self-awareness to acknowledge that you're running a play. That's potentially mediocre in business right when that happens, you don't win or you don't win the level that you want. Now i wrote down.

That's almost too simple: isn't it like brian, you think about editing. You know that there's things you do that work. I know what i'm recording there's things that i do that work when i'm writing, when i'm coaching, when i'm doing an event when i'm building a business, when i'm you know consulting with somebody, there's things that i know absolutely work and you run them over and over And over and over and over until they don't and that's the distinction, so i wrote down yeah the rams won. Why was it? You know matthew, stafford to cooper cup? There's, no doubt that made a difference right.

The offense they started, throwing the ball running very precise, plays and that no look pass was devastating and if you're a bengals fan, i'm sorry. There was definitely some bagel fans like sitting around us and they were excited when they were winning and they were very depressed and many of them left the moment. The game was over some before so, not rubbing it and just reminding you. So i wrote down the rams one.

Why? Because stanford cup, no doubt running routes that worked running, plays that worked absolutely and the defense right bull, rushing the quarterback over and over and over and over they stopped all trickiness. It was just bull rush and attack and finish that game with seven sex right, seven sex. They were bull rushing because it worked now you're like tom, i'm not a football fan. What the hell are you talking about? I think you get the point number one.

Is growth mindset lean in number two is run, plays that work. So here's what i wrote down you ready. I want you to stop for a second. If you're writing.

I really hope you are. If you're watching this, you know so many people will send me brian. You see this on instagram or like uh. You know, certainly in stories of like people like sitting there with a glass of wine with their cat or their dog, and i'm on the big screen and it's my podcast.

So if you're doing that ever i love you. Thank you and definitely take a photo and definitely tag me in it. Um it does. It absolutely means the world to me.

It's super cool, so here's what i wrote down. How many plays do you have? How many plays do you have like? Can you open up your play book for attracting listings? How many different ways can you attract listings, how many different ways in email and video and phone calls and knocking on doors and networking and calling your database in circle dialing and in all the things that we've covered on my youtube channel over and over and over Again, how many different place do you have that work? It's a great question to ask right number: two: how many different ways do you have it winning the listing at the appointment? I was doing some work with, i won't say the the team, but i had about 13 of the sales people on this uh on this zoom training and we're going around the room, we're talking about the shortage of inventory and how you know how it's challenging and That, sometimes we don't win listings and there's competitors and they're discounters and blah blah blah blah all the same. That has been around forever right and i say tell me about your preparation, oh god, sometimes i'm just i'm running so fast and i i show up and i'm like literally in the car and i'm you know taking two seconds to look at the comps and i'm Like oh, is that a play that works is that a play that works like i'm, not prepared? I haven't done a crystal nose profile or a serano profile on the client to understand their psychology or their disc profile. I don't have a redfin and a zillow, and maybe two avms in terms of pricing, so i can think about what the client might be looking at before i get there.

Who is the client right? Who am i working with and then what are the prices that they're looking at and then looking at the comps to really walk in and absolutely no with authority and certainty? I don't know that sounds like a play that might work how many different plays you have for finding listings winning listings at the appointment, finding buyers getting the buyer prepared to not lose three to ten times before they finally get an offer accepted. How about writing and communicating offers that actually get accepted? How many plays do you have for working with generating more referrals from your past clients and sphere? You have one play, hope and pray. Do you have a second play email? A third play call a fourth play text, a fifth play events i mean there's so many plays that you can run, and i know, as you sit here and you listen right. You're probably like.

Oh god he's like punching me in the head over and over again. It's called carefrontation, that's actually in my notes. Coming up, but i'm saying it's you now. I want you to get like.

Nobody in this game is perfect. Right, perfect is not a standard right. What we want to have is that growth mindset to keep improving to keep getting better because, like i want you to feel fulfilled, not frustrated. Do you get that? I want you to feel fulfilled like i love this business, i'm learning and growing every day, i'm serving clients, i'm getting punched in the face now and then but gosh.

If all i ever did was win life would be really boring. Brian. Do you ever uh? Did you ever watch um the twilight zone yeah? How old do you brine 24.? All right, so there was a show and when the world was black and white is called the twilight zone and there was a twilight zone, episode of a gangster kind of low-level guy who dies and he wakes up, and he thinks he's in heaven and heaven happens To be um, you know if anybody that's watches, you know the exact show i'm referring to he wakes up and this butler comes in and says sir. You know welcome this.

Is your beautiful suite you know? Would you like to go gamble? Oh i'd, love to gamble. He's like wow: this is what heaven is like, he goes downstairs and he gambles and he wins and he wins and he wins and he wins and he wins he's like. Would you like a beautiful meal, sure food food, food food? This is so great. This is so great, this is so great and then would you like some.

You know some again. This is the twilight zone and it was probably in 1950 or 60.. I don't know, would you like some beautiful women and the other women come in and everything everything is winning winning winning perfect, perfect, perfect, perfect and the guy's like to to the butler um? This is kind of boring he's like well, sir. You know this.

This is what you wanted right, i mean you're. Winning everything is great, he's like yeah, but like i need some spice of life like i think you know i need to lose now and then i need to not have the best of the best. All the time and he's like you know, i got to tell you if this is what heaven is, i'm kind of interested in checking out the other place and the butler looks in it says who said you were in heaven interesting, right, great old twilight zone. I don't even know where that thought came from.

It was definitely not in my notes. My point to you is: we want to run, plays that work over and over and over again, but i don't want you to think that you're still going to win every single time, you're just going to win way more often with way more certainty and serve way. More clients, because you took the time to add the growth mindset and rethink about your plays so do you have effective, plays for negotiations for filming videos that educate, entertain and gain trust? Do you have plays that work for hiring teammates or onboarding teammates? As an example, i think you get the point and i actually did write down it could be you no doubt, but my experience tells me if you're struggling and always feeling more frustration than fulfillment, it's probably caused by running, plays that don't work or worse, work now And then you never know when is and two the unwillingness to lean in and try something new. Now, there's a pretty good chance since you're listening to my podcast or watching this on youtube that you are that kind of person and yet you're still feeling the frustration.

So i wrote down the following ready: if i'm pissing you off good, that means i'm getting under your skin and sometimes that's what i need to do. It's called carefrontation, as i mentioned earlier, it's my way of poking at you and prodding at you to get. I want you to be more happy. I want you to be more fulfilled.

I want you to be more successful. I want you to win more than you lose right, and i know that that requires making adjustments. So the question is: do you want to make the adjustments and again you're listening? So i know you do so. I've got three recommendations before i end this show.

My first recommendation would be. I would list out right now all the areas of my business that aren't running optimally, think about it list out all the areas of your business and take a little sip of water. I'm sure that sounded hysterical on the podcast brian that sound good me gulping water. I want you to listen all the areas of your business that aren't running optimally and then rank them in terms of solve immediately solve later right rank them from like hey.

I need to get this done now. I need a play that works now for writing, offers that get accepted. I need to play now for sitting down with buyers and doing an effective consultation that gets them to understand through case studies and data and examples why they don't want to write seven offers eight offers nine offers, which means falling in love with the house. Four.

Five six seven times and not getting it. I want to get them through the pain right and get them to what they want faster as an example that might be more immediate for you, so that'd be the first thing, write it all the place and create, if you will, the prioritization of the play, the Playbook that you most want second thing i wrote down is maybe it's time to come to a training. Yes, live events are back. If you go to tomferry.com forward, slash events, you're gon na see that we're doing the edge event we're doing blueprint, we're doing the summit.

We've got all kinds of stuff going on, maybe it's time for that. Maybe it's time for you. If not us, then something right just being back in a room surrounded by a bunch of people that are leaning in you know the power of that. It's not always me the presenter or the other presenter.

Sometimes it's just being in that room gets you. Re-Inspired gets you re-engaged, get your thinking differently right, but i also wrote down a number two. Once you identify the immediate to future, then you go back to my youtube channel or as a client. You go into a loom right and you hit the search bar and you dig into all the things that we've been publishing myself and others that are placed at work right.

I think of just you know from the beginning of this year, like how much content we put out on marketing on uh negotiations on buyer consultations on listing appointments. All these different plays that you can then take and say, hey. You know what i'm going to take. This piece this piece this piece and i'm going to add it into my playbook and i'm going to go test this stuff, i'm going to go.

Do it i'm going to send the email i'm going to shoot the video i'm going to use the script, i'm going to say the line and i'm going to watch what happens and yeah. I still might be bobbing and weaving and occasionally get hit, but i'm going to keep moving forward. That's the game, i'm going to keep moving forward and then for my client. If you're a coaching client, listen up, i wrote down.

I would then create a new accountability with your coach right, a new measurement of success or a new thing. You want to go from x to y at so it could be buyer consultations every time sharing stats like we talked about a minute ago. It could be my offer to accepted ratio. I want to cut that from 6 to 2 as an example, and when you create that accountability, what happens right? We know when you measure performance performance improves.

We know when you measure performance and you have to communicate. That result back to someone else. The rate of improvement begins to accelerate right. It's pearson's law, it just is what it is.

So as a client, i'm going to encourage you to do that today. Right write it out and then send it to your coach and say this is where i want to get better. This is where i want my playbook to be more sophisticated to be more effective and then my third recommendation i wrote down, for you is: maybe it's hire a coach. Maybe it's time for someone to provide you more plays right.

More plays that you know are effective or tailor-made to you to your market, someone that can give you the guidance that you need to be the most effective you you can be so i just wrote down just like a sean mcvay with the rams right. It's finding that coach that can help you run effective, plays guide and direct and push and encourage and motivate, and i loved like with sean mcvay, where he was like literally kept saying people. I love you man, i love you and i think about how many clients i have that. I say i love you right and it's just it's true right.

It's that kind of relationship. I wrote down, maybe for you it's time for that kind of relationship. I don't know so, as i wrap this up right, you got lots of actions to take now you want to look at all the plays that you're working. What what drives you, nuts? What makes you frustrated? Let's look at those plays, then, with that sort of stacked rank of what's most important, what's least important, then look at training then go back to youtube or illumine all the free content, all the content that's already available to you and then third, maybe it's time for You to get a coach to have somebody on your side, helping you push and navigate and make this whole thing work.

You decide it's your business, it's your life you're in control, alright brian! This is super fun. Talking to you and thank you for meeting me on an early saturday morning to record this podcast, thank you for listening and hey make sure you ring the notification button. Make sure you hit subscribe if you're new to me and hey make sure you check out all the other stuff that we've got here, because i am committed to your greatness. All right, i'll, see you soon.

You.