The PM Grow Summit 2018 Special
Today, we have a special episode of the Profitable Property Management Show as we are releasing a live recording of interviews with each of the five keynote speakers from the 2018 PM Grow Summit.
So why is this a big deal? Why should you care?
Each of the Keynote speakers is a significant figure in their own right, within their own domain. In today’s interview, they each are going to talk briefly about one actionable idea that you can implement immediately and give you a taste of what they’ll be talking about in January at the PM Grow Summit.
This episode was co-hosted with my partner in crime and co-host of the PM Grow Summit, Alex Osenenko and we hope you enjoy it.
- Marcus Sheridan: Founder of The Sales Lion and Author of They Ask, You Answer
- How will you build on last year’s PM Grow talk on They Ask, You Answer?
- The growing importance of the visual experience
- What is the most common question you’ve heard in response to your book?
- Not, “What do I do now?” but “Am I going to spend the time to do it?”
- How will you build on last year’s PM Grow talk on They Ask, You Answer?
- Getting over their worries about imperfections
- What is the workshop you’ll be doing at PM Grow?
- George B. Thomas from the Sales Lion
- Best practices for producing a high-quality visual experience
- What is one quick tip you have to be better on video?
- Start with a big smile three seconds before you record
- Jason Goldberg: Transformational Speaker and Author of Prison Break
- How does PM Grow compare to other conferences?
- Real best practices from industry leaders
- What is one quick tip you can share?
- Drop your ego
- Your clients and prospects just want you to be helpful, not impressive
- Was there an inflection point where you started living this?
- Approached service with ego in the beginning, but learned over time to change and play the long game
- Jason’s challenge to listeners
- Show up as a seeker, not just a participant or an observer
- How does PM Grow compare to other conferences?
- Victor Antonio: Sales speaker and trainer
- What will you talk about at PM Grow?
- Know how to sell the way your customers want to buy in order to reduce buyer resistance and close more deals
- What does it truly mean to be a salesperson?
- Everybody is in sales, one way or another
- What is the right mindset for sales?
- Pressure works in small, transactional sales, but not as you move up the scale
- The “Value Trinity” concept
- What is one quick tip you can share?
- Cut the fluff and give prospects something they can use
- What is objection blocking?
- Raise and dispose of the objection before the buyer does to reduce resistance
- What will you talk about at PM Grow?
- Andrew Propst: President of the Park Place property management company
- What will you talk about at PM Grow?
- How to grow your business through new development and construction
- Create your own inventory
- How to grow your business through new development and construction
- What results have you gotten with this strategy?
- 3200 new units in Boise, 500 in Kansas City, 300 in Memphis, and 150 in Arkansas
- What does it look like to do this right?
- A high-level look at the process
- What will you talk about at PM Grow?
- John Jantsch: Founder of Duct Tape Marketing
- What will you talk about at PM Grow?
- Seven must-have elements of every website today
- What is one quick tip you can share?
- Nobody cares about what you sell, they want their problems solved
- How can people take their referral marketing to the next level?
- Give clients a great experience
- Ask for referrals upfront, rather than after the job is finished
- What will you talk about at PM Grow?
- Brad Larsen: Owner of RentWerx and Host of Property Management Mastermind Show
- Why did you decide to rebrand your business?
- Doesn’t want to personally be a bottleneck in the business
- What did the process of the rebrand look like?
- Wanted it to be seamless for the consumer
- Worked on a tight timeline to get everything done in order to “flip the switch”
- Were you concerned about losing your search rankings?
- This was the biggest challenge
- Slipped in the beginning, but turned it around
- What was the cost of the rebrand?
- $8,000 – $10,000 and worth every penny
- Why did you decide to rebrand your business?
- They Ask, You Answer by Marcus Sheridan
- Prison Break by Jason Goldberg
- The Challenger Sale by Matthew Dixon
- Duct Tape Marketing by John Jantsch
- Duct Tape Marketing Podcast
- Property Management Mastermind Show
Where to learn more:
If you like what you heard from today’s guests and want to hear more actionable insights from them (and many others) to take your property management business to the next level, then you need to attend the PM Grow Summit on January 31- February 2, 2018 in San Diego, California.
As a special offer for listeners of this show, Jordan and Ale are giving 10 lucky listeners a $300 discount on tickets to the upcoming PM Grow Summit. All you need to do is use the promo code “podcastVIP” but after 10 people have used the code it will expire, so act fast!
Jordan Muela: Today we have a special episode of the Profitable Property Management Show coming at you. Today we are releasing a live recording of interviews with each of the five keynote speakers from the 2018 PM Grow Summit. So why is this a big deal? Why should you care? Each of the Keynote speakers that we have coming out are significant figures within their own right, within their own domain. We asked each speaker to come on the show to talk briefly about one actionable idea that you could implement immediately as well as to share a little bit about what they’re going to be talking about in January at the PM Grow Summit.
Hopefully, you enjoy today’s show. I actually cohosted this episode as it was recorded live with my partner in crime and cohost of the PM Grow Summit, Alex Osenenko. Check it out. Hope you guys enjoy the show.
Alex Osenenko: We’re about one minute away from calling our first keynote speaker, and, Jordan, who are we calling first?
Jordan Muela: We’re calling up the one and only Marcus Sheridan, the sales lion, a guy that has been in the trenches as an operator and is here to educate you on the overall strategy of “They Ask, You Answer.” This guy’s the number one rated keynote from last year. Mathematically, it’s hard to understand how he could get a near perfect rating, but he can pull it off.
Alex Osenenko: I think he’s got 60 or 70 reviews and only one was four stars. The rest were five, five out of five. The guy’s magical. His concepts are the foundation of my business here at Fourandhalf. Content marketing is the way to go. Digital consumer is getting much smarter, and so what he’s doing … He’s coming to the PM Grow Summit in January, and he’s going to take part two. He’s going to talk about part two on “They Ask, You Answer.” In fact, he’s talking specifically is … the digital consumer, how today’s buyer has changed, and what we must do about it.
Marcus, tell us then, you did so awesome last year, like it’s blew my mind, your book … I wanted to know like what’s the part that you’re coming in, like, “Hey, guys, I’m going to do part two.” What is part two? What are we going to talk about?
Marcus Sheridan: If you think about what’s happening with digital and what’s happening with today’s buyer, we could spend four or five days on this and not run out of things to talk about. One of the biggest things that we all need to talk about … and then we heard it last year, but it’s that visual experience, and it goes back to that stat, which is by the year 2019, 80 percent of the content people consume online as buyers and consumers is going to be video-based content, right? [crosstalk 00:03:39]
What does that mean? What does that mean to all of us and us businesses, and it’s like if you look at most websites right now, on average … and it’s a little bit higher in the property management space, but on average … five to 10 percent of the content is video or visually based content. Now, in our space certainly, the property management space, it’s higher than that, but it’s not anywhere close to … It’s not even 50 percent. It’s not close to 50 percent, and so if we don’t hurry, we’re going to be left behind by the marketplace, which is scary. We’re going to talk about that, ways to integrate it into the sales process better, which is really, really fun; super simple hacks; tips and tricks that we can use to have a video culture without blowing our budget, yeah? That’s going to be a lot of fun. How to integrate your team into the process, whether you’re an army of one or an army of five or 10 or 20, whatever that is.
We got so much to talk about, man, I’m just … I just can’t wait, and San Diego is awesome. It’s pretty much the best city in the US, so …
Alex Osenenko: Well, it’s not the [crosstalk 00:04:43] San Francisco, yeah. I agree.
Jordan Muela: I have one question for you, so you released a book. The book was basically new when you were at PM Grow. You’ve got some experience now under your belt. What was the number one piece of feedback or follow-up questions that people got after engaging with the content in your book, They Ask, You Answer?
Marcus Sheridan: Since that time, since the book came out, it’s been … Mashable called it the number one marketing book to read in 2017, which really, really made me happy. What was cool about it is that it crystallized in a simple way for so many small and medium sized businesses how they can really go after this digital age. What’s interesting about it, Jordan, there wasn’t a bunch of people saying, “Geez, what do I do now?”
It’s the type of book that’s written where you’re like, “Okay, I know what I have to do. The question is, ‘Am I going to spend the time to do it?'” In other words, are we just going to say, “This is who we are as an organization. We’re going to be the best teachers in the world. If we claim it, we’re going to show it. We’re not going to make statements just like everybody else, because at this point, in most industries, everybody’s saying the same thing. If everybody says the same thing, then it’s just noise to the marketplace. It’s noise until we show this thing.”
That’s why this visual element is such a big deal. I think that was part of it. That’s really, really it. It’s just making that leap to get going, get started, getting over their worries about their own imperfections. A lot of people still are stuck on that, “But it needs to be perfect, needs to be just right,” and the people that are killing it … Businesses today, and you guys know this, businesses today, the ones that are killing it, are the ones that are like a C+ students. It’s the A+ students that are working for the C+ students. I see that over and over again, because-
Alex Osenenko: Ouch! Oh, man. [inaudible 00:06:49] something that [inaudible 00:06:49].
Marcus Sheridan: There’s a psychological reason for this, because the C+ student is willing to do it, try it, fail forward, is okay with filling outside of the circle, doesn’t have to have everything just right to launch. Whereas, the A+ student may launch something that’s really nice, but it takes an extra two years to do it. Because of the rate of change today and how fast all this stuff is evolving, two years is like dog years. Dog years and digital years are pretty much … I really believe they’re about the same thing, so about seven years … Every year of digital is about seven years in terms of the rest of the world, when it comes to the way things are evolving in business, right? If you look at that, you’re like, “Wow, a year really, really matters a lot,” and it does matter a lot. That’s why the ones that were there last year and then applied the stuff that we talked about, they’re going to be dramatically more ahead in terms of what buyers want today, in terms of how people want to find their property management company, and in terms of developing relationships and trust with the marketplace.
We’re going to make sure that we bring out some of the stories when I’m on stage, too, because there’s people from last year that have been applying this stuff. They’re getting results, which I’m excited about.
Jordan Muela: Absolutely. I don’t know about you, Alex, but most [inaudible 00:08:09] and people I’ve specifically talked to, the level of commitment towards being educators has dramatically gone up. You talk about removing the self-consciousness, imperfections, et cetera. Video is obviously a great place to get all caught up. How do I look? Am I talking right? All of the potential production [inaudible 00:08:26] you can invest, why video? You’re doing a workshop specifically on video. Tell us a little bit about the workshop and why you believe that video [crosstalk 00:08:35]
Marcus Sheridan: Man, I’m stoked about this workshop. For those that don’t know, George B. Thomas from the Sales Lion is coming and he is extraordinary with … He’s a super geek when it comes [crosstalk 00:08:45] to marketing, marketing automation, and he has produced more Hubspot tutorials than anybody in the world. That’s not an exaggeration. That’s a true stat, about 400 tutorials himself [inaudible 00:08:58] themselves. He has produced more tutorials, and he has just thrown himself in video over the last couple of years. He’s really become a leader in that space, in terms of helping companies create video cultures, again, without spending a ton of money, which is nice, right? At this point, we’re seeing over and over again, companies are killing it with an equipment budget for less than 2,000 bucks. That’s pretty cool. That’s pretty cool, and you can get so much within that.
What we’re going to be talking about on that particular day, the workshop, is a few major elements. We want you to know all the best practices behind the camera on a basic level, so when I say “behind the camera,” this is the things that you need to be thinking about that you might not notice now. This is what makes a good visual experience, but once you’re shown it one time, you’re like, “Oh, okay. That makes total sense, and I’m going to look for that when we start to produce video in the future.” Behind the camera best practices.
I’m going to be talking, like I always do, about in front of the camera best practices. In other words, what makes somebody on camera great? What makes you say, “I love watching that guy or that gal. They’re very, very fun. They’re very believable. They’re very trustworthy”? What are the little tips and tricks and techniques that we could use …
Jordan Muela: Give us something. Marcus, [crosstalk 00:10:21] so substance to me is the key, right? You have to have substance, but besides that, give us one thing.
Marcus Sheridan: A very specific thing that I’m going to be doing?
Jordan Muela: Give the audience right now a tip for how to be more effective on video. What’s a number one, most overlooked thing? Come on, man. Let’s get some candy. Let’s [crosstalk 00:10:39] some candy.
Marcus Sheridan: This is a really simple one, and you might laugh and say, “This sounds so [crosstalk 00:10:44]
Jordan Muela: I love simple.
Marcus Sheridan: We’ve done very well with video, and a lot of people say, “You just have a way on videos.” We have a little secret hack that we do, and it’s not a secret, by any means, but-
Jordan Muela: Secret hack, guys! Come on!
Marcus Sheridan: Three seconds before every video, we start with a big smile, and the reason for that is because not only does it have an impact on your body, but the reason people talk about a twinkle in the eye, like … Where does a twinkle in the eye come from? A twinkle in the eye comes from how the light hits your cheekbones. When the light hits your cheekbones, it causes a twinkle in your eye, and so when you smile, you get the twinkle. How it works is when you start a video and three seconds beforehand, you start to smile, and then when they say “action,” you actually start to talk and you’re coming off of the smile, which immediately makes the viewer say … It’s like, “Aww! I like that person.”
Jordan Muela: That’s brilliant, bro!
Marcus Sheridan: [crosstalk 00:11:36] it’s a big difference.
Alex Osenenko: I did not know … You know how much content I’ve done. You go look, and we’ve been content marketing since 2011 from the Sales Lion’s teachings and stuff. You never talked about that tip. I haven’t seen it in any of these content. This is great stuff. You walk in with a smile, then you turn the recorder on. The twinkle’s there. Boom, you’re instantly connected.
Jordan Muela: Marcus, that’s brilliant.
Marcus Sheridan: You’re coming off of your smile, into your message, and then boom, and so we’re going to talk about things like, “How should your hands be?” If you’re doing a video, where should they stand? What is the position of the hands and the arms to make the viewer feel the most trust? There is a place to put your hands that makes you feel more trust, right? There’s a difference between if I’m talking like this versus if I’m talking to somebody like this, the open palm, hands a little bit lower. It’s hard to do using a desk cam. It’s not very … it’s a very, very different experience, but if you watch any of the videos, you’ll see what I’m talking about.
It’s just little things like that. We’re going to talk about things like the scripting process. We’re going to talk about general [inaudible 00:12:42] We’re going to talk about how to integrate video, once you produce it, into the sales process. We’re going to talk about the first types of videos you should produce, and again, [everybody 00:12:53], obviously, knows, “Okay, I should produce videos for my properties.” Yeah, sure. That’s fine, but let’s go beyond that. How can we produce videos that shorten the sales cycle and immediately induce trust, right? Stuff like that, strategic elements of integrating video to the sales process is a big deal. We’re going to talk about some YouTube best practices, because a lot of us now are starting to produce videos. We’re uploading them on YouTube, but our channels are all jacked up. We’re not doing simple best practices with those YouTube videos that will make them be viewed a lot more and more effective. I could go on and on. You know that.
Jordan Muela: Juicy, juicy stuff.
Alex Osenenko: We’ve got two minutes. Let me reframe this for the audience guys, so if you guys are joining us right now on Facebook Live, welcome. Thank you very much for coming in. We’re doing a live podcast recording of the property management show and the Profitable Property Management Show. We’re talking about the PM Grow Summit 2018. We have some killer speaker interviews lined up. Next coming is Jason in a few minutes. We have Marcus Sheridan, just gave away one awesome tip, and guys, for you viewing, and for those of you who will watch the recording, we’re going to give away 10 tickets on a giveaway. We’re going to do an awesome discount of 10 tickets. It’s 300 dollars off the price. It’s the largest discount we’ve gotten from anyone, and the code to put into Eventbrite when you’re booking the ticket is podcastVIP. PodcastVIP, all one word. Gonna show it on the video. You put that in, you get yourself 300 dollars off. Marcus, any parting words of wisdom?
Marcus Sheridan: Well, I can only say this. I think you can tell the value of the event, not by necessarily what people are saying there, but it’s by the personal emails that you get after the fact. Now I can only speak for me here, not for you two awesome guys, but for me personally, I know I got many very personal, specific emails after last year, that said, “Because of PM Grow Summit 2017, this is how my business is going to change forever.” I’m not exaggerating when I say that. That to me is the essence of a takeaway. It’s like people are so moved that they have to tell somebody about it, and then you can see they’re off to the races. We don’t spend enough time working on our businesses, because we’re so busy grinding it out in the businesses. If you come to San Diego in 2018, we’re going to get a chance together to work on the business. You’re going to be inspired. I know that for a fact. You’re going to get takeaways. I know that for a fact, and we’re also going to be discussing in detail things that are happening that all of us are just learning about. It’s a very exciting time, and I just can’t wait to be with everybody again. It was one of the highlights of my year last year, and it’s going to be a lot of fun again this year.
Alex Osenenko: Awesome, Marcus. Thanks very much, and we have our next guest coming on live. While he’s coming on live, I am going to talk about him for a quick second. Jason Goldberg, ladies and gentlemen, he’s going to be a keynote speaker at the PM Grow Summit. His topic … First of all, we’ll let him introduce himself. He’s a TED speaker. He’s a coach. He is my coach. He’s an amazing guy, great book, Prison Break. It helped people I knew. It helped me in many ways that I … and so we brought Jason in to talk about a very provocative subject. Okay, you ready? Provocative subject. Why what you’ve learned today won’t work for you. Punch it in the face, Jason!
Jason Goldberg: Yeah, what I like to do is I like to try to offend people as quickly as possible when you meet me.
Alex Osenenko: Apparently! [crosstalk 00:16:28]
Jason Goldberg: I can only go up from there, right? It can only get better. How are you guys doing, man? It’s so great to be with you guys. Can you hear me okay?
Alex Osenenko: Yeah, we hear you fine, man!
Jordan Muela: Absolutely. Coming through nice and clear, man. Where are you at?
Jason Goldberg: Awesome. I just got back to Raleigh, North Carolina. Just got back from two weeks of traveling all over the place and speaking and training and offending people. I’m really excited to come in and bring that to PM Grow, and yeah, man, that is the provocative name of the talk. It’s because I’m just so used to going to so many amazing conferences that are like PM Grow. Of course, PM Grow is even better than all the other conferences I go to. That’s a no brainer.
Alex Osenenko: Thank you.
Jason Goldberg: Of course. I just came from several conferences. I’m telling you. I know what you guys put together, and I know this is going to be incredible and probably better than the majority of stuff I just come from. I hope none of them are listening, but what I see all the time, though, is I see a tremendous wealth of information being shared and not just crap information you can Google. I’m talking about real best practices from industry leaders, not people who are sharing stuff theoretically or sharing stuff that they’re regurgitating from some magazine they read. These are people really doing stuff in the world. They’re there to help you do the same in your own business, and inevitably, what happens is people are pumped up. They have action plans, and they go back to work. Then within a week or two weeks or a month or three months, they give up on that stuff, and the rah-rah’s over and nothing works, right? It’s like why the hell would you spend the time and the money and the effort and the energy to go to a conference like PM Grow that is not meant to make you feel good? It’s meant to help you accelerate your results and your business. Why would you do that and not take some time to focus on the other side of this?
There’s the doing, right? The doing, people will learn in a tremendous way at PM Grow. The doing is great, but what about the being? Who are you being? Who do you need to be so that implementing this stuff is not problematic, so that implementing this stuff is consistent, so that implementing this stuff doesn’t require some child-like accountability where somebody needs to tell you to get to work and tell you to stay on your game? What if you just understood that your mind at any given time is only one of two things? It’s either a liability or it’s an asset, and so if we can upgrade your mind from being a liability to an asset, then everything else while you’re at PM Grow is exponentially more powerful and bonus, anybody in the audience who doesn’t listen to what I say and take it to heart, they’re going to be screwed anyways. You get to contend with a competitive advantage by listening to me and actually applying what I talk about.
Alex Osenenko: Awesome, Jason. Hey, we had Marcus Sheridan on the show just a few minutes before you. I hung up on him. That was a power trip for me, but yeah, man. He gave away … I said, “Hey, Marcus, give us one usable tip right now, so the audience that are listening at this podcast, our mutual podcast. By the way, between Jordan and I, we have over 10,000 listeners, loyal listeners. Thank you very much, guys, for staying on top of the … on the really, really top edge of this industry and what’s possible.
Moving it back to one takeaway, Jason. Let me tell you what Marcus said. Marcus said, “Hey, guys, when I’m doing a video workshop, I’m teaching all these different things.”
I said, “Teach us one thing.”
He says, “It’s a simple thing, but it works really well.”
He says, “You sit down, you get ready to film. First three seconds, you don’t film. You just smile. Put a big grin on your face. When the camera starts recording, you have this twinkle in your eye, and you have instant connection made.”
That was a awesome tip. Give us something similar. Can you beat that?
Jason Goldberg: I love it. That’s going to … Did you say I had to beat that?
Alex Osenenko: Well, can you be [competible 00:19:54]?
Jason Goldberg: I know I can beat it. I mean [crosstalk 00:19:57] How tall is Marcus? Can I take him?
Alex Osenenko: He’s a good-looking guy, man. He’s [crosstalk 00:20:02]
Jason Goldberg: He is a good-looking guy. Since I can’t beat him on looks, I’m going to have to beat him on talent somehow, maybe. Marcus is incredible. I’ve seen his work, and I’m so excited that I get to be there with [inaudible 00:20:12] also.
I would say the number one thing that’s coming up for me, just in this moment, I’m so passionate about profound, deep, and tactful service, and I really believe that wealth creation is a byproduct of truly impactful, profound service in the world. My tip to anybody that’s listening to this is when you sit down to work or you’re going to be talking to a prospect or you’re feeling like, “Oh, man, I wish I was more confident on phones, and I wish I was more confident about my sales pitch,” and all this stuff, is to drop the F-ing ego. It is not about you. The entire time you’re in your head saying, “I wish I was more confident. I wish I knew the exact words to say. I wish I knew how to close this person.”
Meanwhile, there’s somebody sitting across from you in person or on the phone who just wants to be served. They just want you to be helpful. They don’t need you to be impressive. They don’t need you to be the best in the world. They need you to help them be more effective at what it is they care about, so the next time you’re on the phone and you’re in a sales conversation, or you’re with a current client and maybe you’re not sure what to do or you’re feeling a little flustered, realize that you have such a tight grip on your ego, that if you would loosen your ego for five seconds and get back into a place of purposeful service, you would know the exact thing to say and that person would be astounded at the level of service they receive from you.
Alex Osenenko: That is really good, so let me sum this up. It’s not about you guys. It’s not about me. It’s about you, the audience, in my case, right? It’s not about Jordan and I. It’s about you, the audience. We want to make sure we deliver at what we do for PM Grow, right? It’s not about us. It’s about the value we can bring to the people, and that is a very powerful message. Of course, Jason, as my coach, has instilled that and punched it into me, broken [inaudible 00:21:53] in the spine and into the ground, and [that’s why 00:21:56] I’m grounded. Look, I can do things, and it’s not about me. I don’t care. I don’t care if I look like a fool. It doesn’t matter, as long as we deliver content, right? Jason, is that [the lines 00:22:04] [crosstalk 00:22:05]
Jason Goldberg: You guys live that in my mind. You’re always thinking of ways … This whole customer service stuff [inaudible 00:22:12]. If you [can 00:22:13] customer service in your business, get rid of that and create a client astonishment department. If you’re not astonishing and pleasing and delighting the people that you serve, you’re not doing enough.
Alex Osenenko: Mmm, very thoughtful. Jordan? You’re quiet there, man. What are your thoughts?
Jordan Muela: Yeah, it’s [inaudible 00:22:27] I hear Jason talk about this concept, and I’ve heard it both from you and out of his own mouth, and vicariously through you, Alex. Part of me always thinks that it’s hard to really grasp how profound this insight is until you’re in it and until you experience it firsthand. Jason, was there any inflection point for you from what you just heard articulated went from becoming a mantra or a car bumper sticker slogan to something you internalize? What’s the trigger point or the inflection point from going from bumper sticker to actually living and manifesting that?
Jason Goldberg: Yeah, it’s such a great question, and I think one of the number one things that plagues businesses nowadays, especially service-based businesses, but all businesses, is just this overall sense of apathy. Right? I feel like if everybody included the phrase, in their mission statement or in their [inaudible 00:23:21] or whatever, “Just give a crap,” it would revolutionize the entire business, right?
For me, and actually, i did service wrong in the beginning. I didn’t wake up, and I was like, “I’m going to astonish clients.” I tried to do service as a strategy at first. Right? I tried to do service as, “I’m going to do this thing to please you, so that you will be indebted to me and you will reciprocate and give me what I want.” Right? That’s not service. That’s still ego, right? It’s ego masked as service, and it’ll trick some people, at least in the short run, but it’s not real service. When I was able to really, really slow that down, and say, “If somebody followed me around all day, would they think I gave a crap about the people I’m serving, or would they think I was playing a role?”
I’m the person who wants to live integrity, right? I brought it back to my ego in a way that serves me. I want to live integrity, and so if I say that I’m a person of service, then I need to check my actions. I need to check my ego any time I’m doing things and then really ask myself, “Is this serving the person in front of me, or is this me trying to look good?”
That’s the moment by moment thing. I had to slow that down. I didn’t get … Look at how fast I talk. I could get totally caught up in my own thinking and be like, “Oh, I’m going to go do this for this person, and I bet if I do that and it’s creative enough, they’re going to want to work with me.”
I go, “Whoa, whoa, whoa. Wait a second. Are we playing the short manipulation game, or are we playing the long game [crosstalk 00:24:32] [of legacy 00:24:32]?”
Alex Osenenko: [crosstalk 00:24:35] The L word’s the long game. Yeah, it is.
Jason Goldberg: I am so busy for me, it’s about getting past that outcome. That outcome [inaudible 00:24:46] everybody starts, “I want to start a business. I want to have great income. I want to have a nice house.” Whatever it may be for me, it was a matter of getting past that outcome and allowing the outcome to be a byproduct rather than the main thing. It’s like people start out thinking that they … They want to have a castle, right? This mansion in the sky, but what is a castle? It’s just a bunch of rocks stuck together with cement, step by step by step, doing the daily work [is slowly 00:25:12] building the thing, but when you remove the focus from what you want to the people that do want a [home and value 00:25:19][crosstalk 00:25:18]
Jordan Muela: Want to create?
Alex Osenenko: I don’t know. I don’t know [inaudible 00:25:22] in terms of how to [trigger that 00:25:23], but I certainly agree with you in identifying that level has made all the difference in the world to me.
Jason Goldberg: You nailed. I think you absolutely nailed it, and I really believe I was just sharing this with my mastermind [inaudible 00:25:33] that apathy is the antithesis of mastery, right? If you run to the path of mastery and you want to show up and do the things you do from a place of excellence, free of perfection, but if truly want to show up everyday and be able to put your head on the pillow at night and say, “I showed up in the embodiment of excellence, in a spirit of excellence today,” then the opposite of that, the antithesis of that, is apathy. You just got to care.
It seems overly simplistic, but it’s so, so true. You just got to care. You don’t have a strategy for your wife or your friends or your kids to show them you care. You’re not doing that to get something in return. You just legitimately care, and if you bring that spirit and that sense of caring to the people that you work for and the people you work with and people you serve, it has no choice but to build such a deep relationship that when somebody else comes along and it’s five percent cheaper, or somebody else comes along with slightly more favorable terms, or somebody comes along with some cool, new technology, people don’t jump ship. People don’t want to leave the agreements, the powerful relationship they have with somebody that’s truly served them over time.
Alex Osenenko: That is fantastic. All right, guys, let me reframe it for our audience real quick. Jason Goldberg here just spitting out wisdom left and right. He just showers us, and I’m just, I’m standing here and I’m just realizing. I’m just contemplating and thinking, and again, I’m going back to the ego thing. It’s not about you. It’s about them. It’s about who you service, but guys, this live show is all about bringing the keynote speakers, the top minds in the world today, that are going to speak at the PM Grow Summit. Bring them all here, give them all ten minutes to share what they’re going to talk about and get you guys excited about coming to the PM Grow Summit. We also have a very special discount for our Facebook Live viewers, as well as folks who are listening to podcasts. As of recording, it’s 300 dollars off tickets, a PM Grow Summit ticket. It’s the largest discount we’ve ever had, and we only have 10 tickets at this price. The code to enter on the Eventbrite is podcastVIP, podcastVIP. Go ahead and take a note of that.
All right, Jason, so we have about another one minute before we go to our next guest, who is Victor Antonio. We’re going to have him beat you, or try to beat you, on a [little 00:27:47] wisdom tidbit [crosstalk 00:27:49]
Jason Goldberg: He’s hopping, too. He’s incredible, and can I share one more thing, though?
Alex Osenenko: Oh, please, yeah, yeah, yeah.
Jason Goldberg: Okay, awesome, so here’s what I want to challenge everybody who’s listening and watching, and whether you do this, whether you come to the PM Grow Summit, [inaudible 00:28:00] you have to do this. I am challenging you to do this at the PM Grow Summit, but we have a lot of time before that happens. I want you to do this in your everyday life. I am going to challenge you specifically for the summit to know that you can show up as one of three different types of people. You can show up as an observer, where you sit in your chair and you watch and you shake your head yes or you shake your head no when you hear something you’ve heard before that you’ve agreed with or you disagree with, and you feel real smart sitting in your chair saying, “Yeah, I already know that. I’ve already tried that. It works, or it doesn’t work.” That’s one way to show up. It’s okay. You can do that.
The next way to do it is to show up as a participant. It’s a little better. It’s a little higher up what I call the Ladder of Self-Leadership. It’s a little more alive, a little more engaging with life, but it’s still not to the level that you really can [inaudible 00:28:41]. You may be talkative. You ask some questions. Then you listen to some stuff. Maybe you’re a little more open-minded, but it still isn’t your highest level of excellence you could show up as.
The final thing you could show up as is a seeker, a seeker, where you show up to this thing, and you say, “There is no way I’m leaving this summit until I get everything that I came for and more. For you to take radical personal responsibility, self-leadership, and no matter if somebody dropped you at a janitors’ conference or a PM Grow Summit conference, you are going to take something away that you are committed to applying in your business for the greater good of the people in your world that you serve.
That’s your choice. You show up as an observer, a participant, or a seeker. Which one are you going to commit to do?
Alex Osenenko: Drop the mic!
Jordan Muela: Mine is mounted, but yeah, very cool.
Alex Osenenko: Jason, thank you so much for that [crosstalk 00:29:29].
Jason Goldberg: My pleasure, guys. My pleasure. You guys are rocking it. I cannot wait to see you in January.
Alex Osenenko: Thanks, my man, and really appreciate everything you’ve done. Thank you for taking the time. I know you’re on the road. Have a wonderful day, and say hi to your wife [inaudible 00:29:41]. All the best to you, my friend.
Jason Goldberg: [crosstalk 00:29:44] Talk to you guys soon.
Alex Osenenko: All right, bye.
Jason Goldberg: All right, later.
Alex Osenenko: Anyway, up next we have, I believe, my friend … Who do we have? We have Victor Antonio, right?
Jordan Muela: Victor Antonio.
Alex Osenenko: Ooh! No pressure, Victor. How are you? What are you going to talk about? Tell us a little bit about your story, what you’re going to talk about at PM Grow Summit.
Victor Antonio: First of all, thank you guys for inviting me on this. I was super happy to be here for the PM Grow Summit in January, and I saw … you guys sent me the video recording of Marcus Sheridan, who I’m a fan of, and so I dug his presentation last year. I’ve never met him personally, so if he’s going to be there, it’s already worth going for-
Alex Osenenko: Nice.
Victor Antonio: At this point. I dig the guy, man. I love his entrepreneurial spirit and the stuff he [built 00:30:24] with marketing. For a [pool 00:30:26] guy, he’s done exceptionally well, if you know what I mean. It’s all good, man. It’s all good, so as far as what I’m talking about is my catch phrase is “Finding the why in how people buy.” See, because if you sell to people aggressively, people tend to have that sales [reactant 00:30:41], right? They’ll push back, but what if you knew how to sell to how they buy? That’s always my angle is that I really believe that if you know how to position something with the customer, understand where they’re coming from, but again, use different [pinpoints techniques 00:30:54] without pressuring people, I’m going to show you how you can reduce buyer resistance and close more deals. This is for people who don’t like to pressure or sell people hard. They’re really going to love this.
Alex Osenenko: We wanted to take about a decade to [maybe 00:31:08] being new entrepreneurs and trying to figure out sales, marketing, do a lot of Googling, right? [crosstalk 00:31:13]
Victor Antonio: Don’t make me feel old, man. Don’t make me feel old.
Alex Osenenko: This is my story, Victor! This is my story. [crosstalk 00:31:19] I typed something into Google, and somehow I pull up a [inaudible 00:31:23] of a guy with a shiny, bald head talking about sales tactics. Now a decade forward, we’re at the same club, so I’m with you in this. That was the beginning of a long, online, digital relationship [crosstalk 00:31:37]
Jordan Muela: [stalking 00:31:37]
Alex Osenenko: Mentor in the category of sales and marketing. You focus on sales, right? You were labeled as a sales guy, but at the end of the day, you do a heck of lot of marketing, my man.
Victor Antonio: I do. I do.
Alex Osenenko: You focus on teaching.
Victor Antonio: I do.
Alex Osenenko: [crosstalk 00:31:53] Education is profound-
Victor Antonio: I’ve been caught. I’ve been found out, man. I’m out of here. I’ve been found out.
Alex Osenenko: It’s true, though, man, like you [crosstalk 00:32:01]
Victor Antonio: By the way, that is such a great point, because years ago, when I was starting out in the speaking business and I was struggling just to get noticed, I remember I was having a conversation with another speaker. He does a lot with network marketing. The name is Randy Gage, and so I remember I was speaking [inaudible 00:32:19] with Randy Gage. He was speaking. We were at the table, and he said, “Victor.” I remember this conversation. He says, “Victor, what do you do? What business are you in?”
I go, “I’m a speaker.”
He goes, “No. No, you’re not.”
I go, “Okay. I’m a sales trainer.”
He goes, “No, you’re not.”
I said, “Okay, I’m a consultant, business consultant.”
I kept going on and on, and finally, I said, “Okay, Randy. What am I? What am I?”
He said, “Victor, always remember. You’re in the marketing business first. Then everything else is secondary.”
My immediate reaction was like, “Screw you.”
I’m from Chicago. “Screw you.”
As I drove home, I go, “He’s got a point, that if nobody knows who you are, then it doesn’t really matter.”
I think a lot of people miss that, so I’m glad you caught that. Everybody should be in the marketing business first, pushing their product of service, and a lot of people simply don’t know how to market themselves. That’s why I like Marcus Sheridan, because he’s in the marketing business first. He gets it.
Alex Osenenko: Absolutely, absolutely, so you’re talking about definitions, what job are you in? Let’s talk about the defining the job of sales. What does it mean to have a job and the title and actually be that as a true, legit salesperson, versus to have a job and a title but to really maybe just be more like a cashier? What does it actually mean to actually, truly be a salesperson versus a order taker?
Victor Antonio: The words sales is really broad when you think about it. As you pointed out, it could be B to B, B to C. You can go from selling high technology to being in retail, right? Or just trying to sell somebody on your idea. We’re all in sales, right? The Bureau of Labor Statistic did an interesting study, and they found in 2012, that one out of nine people are in sales, in the professional category of it. Sales, right? One out of nine, but that begs the question, what about the other eight of nine? They looked at the other eight of nine. They zoomed in. What they found out is that those people, even though they’re not in sales, spend 40 percent of their time influencing and persuading other people, which is another way of saying sales. Right?
We’re all in sales, and so my background is I came up through the engineering side. You know my background. I’ve got engineering degree, an MBA. I was an engineer, and after a while, I just realized that I didn’t like engineering. I moved around quite a bit to different positions, and I work in the telecom industry. Then when I found sales, B to B sales, that, to me, was like the [hyperpad 00:34:36]. That’s when I got excited about selling, and then back in 2001, I decided to become a sales trainer and do a lot of sales motivation. As you know, Zig Ziglar’s my mentor, the guy I always look to as far as how I wanted to speak onstage.
Alex Osenenko: I love it, so your background is a little different. Every salesperson has … You got some people who came up through the car lot, right? You got some people who came in through the B2B enterprise, but regardless, the themes are the same, the themes of persuasion and service. We just got [actually 00:35:03] off the phone with Jason Goldberg. He was talking about the service mentality. In your mind, what is the frame of reference psychologically that either causes somebody to be a service-focused versus pressure and just explicitly a short term dollar-focus for sales. What’s the right mindset?
Victor Antonio: I’m going to create my own category. Screw those two. I’m creating my own category. Screw those two, because here it is. I come from the B to B side, so I’m going to frame this in the context of B to B. It’s okay to say you don’t do [B 00:35:32] of service. We’re a service … I get all that, right? I get the fact that in a transactional sale, if it’s a low-priced sale, it’s not really going to hurt you if you make a bad decision. Pressure does work. Studies have shown that if it’s a transactional sale, pressuring people to some extent really does work. You help them make a decision, but as you move up the scale of large sales, it simply does not work. You know what I mean? If you want to sell me a ten dollar watch and convince me and pressure me into buying one, then you may get away with it. When I have to make a big decision … I’m talking about a large decision … I got to think it through, and pressure does not work. In fact, your sales will actually decrease the more you pressure at that level. When people talk about pressure, I don’t like that piece of it.
When people just talk about be of service, what does that mean? I’m a business guy, right? You’re business people, right? I don’t know about you, but I always say … If you’ve seen my videos, you know I talk about the Value Trinity, right? People want three things: help me increase my revenue, reduce my costs, or expand my marketshare, right? Show me how to do that with your product or service, and then I’ll listen to you. It’s not about the relationship. Look, I like you, dig your haircut, but you know what? Unless you can show me how to increase my revenue, reduce my costs, or expand my marketshare, I’m not going to buy. I don’t believe so much in the service piece. Of course, you have to be of service to your customer, but what do buyers want today? What do they want? They’re confused. There are some many options out there, what they’re looking for is somebody they trust that can help guide them to get to the right decision and show them how is your product or service going to help me increase revenue, reduce costs, or expand the marketshare. That’s my [lens 00:37:10].
Alex Osenenko: This is very, very awesome, so guys, if you’re just joining, or people who are listening to the podcasts. Victor Antonio just contradicted Jason Goldberg. We’re going to have to do something about that and get them on the stage [crosstalk 00:37:22] and do a little debate.
Victor Antonio: I’m not going to argue about … I don’t know if I [crosstalk 00:37:24]
Alex Osenenko: I love it here. I love it, because you know what? You bring it, right? You bring it. You’re not just here to take it. You’re here to bring it.
Victor Antonio: For anybody who’s read the book the Challenger Sale … It came out in 2011, 2012 by the CEB, right? Even they showed … They showed through their study, an empirical study, not anecdotal information, not, “Here’s a story I want to tell you,” through empirical information, they show that a relationship type of salesperson, whether it’s a simple sale versus a complex scale, in both scenario, if you are relationship-oriented, and that is your primary mode of selling, you will do worse than a challenger sale. A challenger salesperson is somebody who says, “Look, let me help you make the right decision.”
That’s what they’re looking for, so it’s not that you shouldn’t be of service, that you shouldn’t be a great relationship person, but at the end of the day, people need help making a buying decision. Unless you can guide me through the technical, I guess, waters, the labyrinth of making that decision, I’m not going to make a decision. I don’t know. Am I arguing too much [crosstalk 00:38:26]
Alex Osenenko: No, it’s awesome.
Victor Antonio: Go ahead. Go, Jordan. Go, go, go, man!
Jordan Muela: [Stare you 00:38:29] in the mouth, and the truth comes out. I’ll tell you this [inaudible 00:38:31]. If I was going, if I was attending, I would find Marcus. I would bring every excuse or rejection that you have ever heard and felt powerless to overcome and put it on him. This man has met with hundreds, if not thousands, of rejections. Bring them to him, and this man will open doors and open your mind as to what is a true, insurmountable objection, and what is something you just need to learn to position around.
Alex Osenenko: You meant to say Victor, right? Victor, before we go, we have a few more minutes. Do you mind if I interject really quick? I just want to reframe this-
Victor Antonio: Do it. Do it.
Alex Osenenko: Between the live podcasts here, there’s the Property Management Show, the Profitable Property Management Show, the Victor Antonio brand, all here to make sure that you walk away with some tidbits and valuable insights, but PM Grow Summit is where Victor’s going to come speaking. We have a very, very, very exclusive 300 dollars off only ten tickets. The code is podcastVIP, guys. One word, podcastVIP.
All right, Victor, here’s the thing, man. I’m going to challenge you a little bit. Okay. It’s easy to argue two points, like, “Hey, well, service … but if my decision is key …” I understand all that. I’m a salesman myself, but these two guys … Marcus Sheridan gave us an amazing tip on how to come out great on video. He says basically to do this. He says smile for three seconds before the video turns on so you have the twinkle in your eye. You have the connection. Now Jason Goldberg dropped a bomb on, “It’s not about you; it’s about them. It’s not about you not looking good. It’s not about your ego. Drop the ego. Come from a position of service. You win.” Give us a tidbit, a takeaway that our audience can take home today.
Victor Antonio: You gave me the answer. Give people a takeaway. Cut the fluff out of your video. Give them something they can use. Stop the long, fluffy stories with the big set-up. They have a problem. Look, the best way to do a video is pay attention. Set up the problem. You ever have this kind of issue? Then find a study or proof. Well, here’s a study I found that will help you solve that problem. Then, number three, here’s how it applies to you. Then this is how you’re going to use it.
I’ll tee up a problem. Support it with a study, and then say, “Here’s how it applies to you.” I typically do that in one to two minutes. Boom, in and out. Snappable content for people who just want it quickly. That’s what they want. I got to talk in my mic. [inaudible 00:40:45]
Alex Osenenko: Very cool. I appreciate the tip. Jordan, we have two more minutes. Do you have any other questions for Victor? We’ve got him for another two minutes.
Jordan Muela: We do, so hey, the last thing I’m just saying, man, is for me, the context of why the videos that I watched early on had to do with objection blocking, just in summary, what is objection blocking? Why does it matter, and how does it make a difference in people’s sales?
Victor Antonio: The biggest psychological, I guess, aspect of blocking objections is this: if the person raises an objection, they’ve taken a stance, which means you’re less likely to change their mind. If you raise the objection and dispose of the objection, then you are more likely to close the deal. You’ll be able to reduce buyer resistance.
In fact, the people that attend the PM Grow Summit, I’ll cover that. I’ll spend five or ten minutes covering that. If that’s the only thing you take away, I will guarantee you … Listen to me, my personal guarantee. I will guarantee you, you will close more sales if you know how to block objections the right way, and I’m going to show you how to do that.
Jordan Muela: Well, let’s just do one objection right now on the spot [crosstalk 00:41:48]. We didn’t talk about this ahead of time. Here’s the objection, Victor, and I bet you’ve never heard this one before: the price is too high.
Victor Antonio: Oh, my gosh, shocker. Okay.
Alex Osenenko: It’s too high! I can’t [make 00:42:00] that much money. [crosstalk 00:42:00]
Victor Antonio: Not only is that one of the most common objections you get, it’s never the real objection. Listen to me. It’s never the real objection. Look, they did study … Sorry, but I love studies, right? Typically, on average, when they did a cross-sectional study, you’ll win about 35 percent of your deals, on average, right? You’ll lose about 25 percent of your deals, right? Here’s the cool part: that the 40 percent of the people who never decide, never decide because they couldn’t make a decision. It had nothing to do with price. It had everything to do that you simply didn’t know how to position your value, and I’m going to show you how to do that, when you go to the PM Grow Summit. I’m telling you, they’re going to enjoy it, man. They’re going to really enjoy it.
Alex Osenenko: Awesome, Victor. Thank you very much for dropping the mic and bringing it here, not just showing up to do lip service, but bringing it here, sharing your wisdom. We’re very, very fortunate to have you speak at our conference, and I want to make a personal connection, follow you and … just very impressed with everything you got. Thank you.
Victor Antonio: Thank you, guys. Take care, man. [crosstalk 00:42:56] See you in January, man!
Alex Osenenko: Take it easy.
Jordan Muela: All right.
Alex Osenenko: All right, up next we have John Jantsch. Oh my god, I’m very excited about that particular interview. Why don’t you tell our viewers about the discount code while I hook this up?
Jordan Muela: [I’d be good 00:43:13]. All right, so for those of you that are watching, that want to come, haven’t bought a ticket yet, the code is podcastVIP. That is one word, and that is going to get you 300 dollars off. That’s right. I said 3 double O, off your ticket using that code, podcastVIP. If you have not taken action yet, take action now, because that is not an unlimited discount. That is for the first 10 people that purchase tickets, and if you’re number 11, it’s going to be too bad, so sad. Get on it. Take action right now.
I am super stoked to be talking to John Jantsch next. This guy is a marketing legend. He’s gone the full gamut. First book he wrote I believe was Referral Engine. Now he just released a book on websites and SEO. This guy is a master marketer, but in the context of small business marketing.
Alex Osenenko: Hey, Jordan, we have Andrew Props calling in.
Jordan Muela: Andy, my man, how are ya?
Andrew Propst: Hey. How are you guys doing?
Jordan Muela: Wow, that’s the amazing energy of Andrew Propst right there for you, ladies and gentlemen. Facebook Live! Andy …
Alex Osenenko: Hey, Andy, you’re a little bit early.
Andrew Propst: You guys look great.
Alex Osenenko: Thank you. Yeah, thanks for coming in, really appreciate you taking the time. Of course, Andy’s going to keynote one of the sessions of the PM Grow Summit 2018. He’s done a wonderful job 2017. Andy, what are you going to talk about?
Andrew Propst: We’re going to talk about how you can grow your business quickly through new development, construction, new development, multi-family, single family. There’s a few of us that are doing it out there, and we’ve been able to grow our business that way in a down property management market, where a lot of the properties normally would be managed go on the market for sale. Well, we’re going to organically create our own inventory.
Jordan Muela: Ooh, new channel. New channel, guys!
Alex Osenenko: [crosstalk 00:44:59] New channel alert! New channel alert!
Andrew Propst: Not a lot of people talking about this.
Jordan Muela: Before we do a deep dive, can we just pause for a moment and talk about the awesome jersey that you are wearing, my man? Who are you sporting, and who are you repping right now?
Andrew Propst: Liverpool. Yeah, [inaudible 00:45:17] United. I lived in England long time ago. I jumped on the football bandwagon, and because of the Beatles, I’m a big Liverpool supporter.
Jordan Muela: The football bandwagon. He’s just-
Andrew Propst: That’s right.
Jordan Muela: He’s full-blown. Okay. All right, my man.
Andrew Propst: I’m in a Delta Sky Club, so I got to try to keep it down, keep the excitement to a all time, normal-
Alex Osenenko: Oh, you see? Be proper. You’re trying to be proper, so it’s, “Aha!” We talked about ego versus service with Jason Goldberg. Jason Goldberg wouldn’t do that. Jason Goldberg would go bananas.
Andrew Propst: Yeah, you should see the looks I’m getting. It’s all right. It’s all right.
Jordan Muela: Andy, so you just talked about something really … I don’t know if it’s novel or not. Is this novel? I don’t hear people talking about this right now.
Andrew Propst: Since 2011, we have grown our company in Boise by 3200 brand new units, and we’ve expanded into another market. Kansas City, we’re [going to get 00:46:12] 500 units under construction there. 300 in Memphis. 150 in northwest Arkansas. 600 currently under permit to construction in Boise, so just one company, that’s 1500 doors, all new. We love managing new properties, because when we get them, we get the owners from the beginning. They only one way on how to do it, and it’s our way. They love it, and we keep them for a long time. We retain them for a long time, and it’s really quite easy to do it, if you know what you’re doing. That’s what I’m going to be talking about at the PM Grow Summit.
Alex Osenenko: Watch out when successful people use the e-word, easy.
Jordan Muela: Let’s qualify that a little bit, my man. Talk to me about the relationships that are necessary to actually facilitate this, builders, developers … What does it look like to actually get traction here?
Andrew Propst: Yeah, we’ll talk about where you even start, finding the right piece of land, finding the builder, finding the investor, finding the right lender, and putting together an investment package that it is easy for a banker to understand and, if you’re an investor and builder, to understand. Basically, you walk that to whoever you’re putting together. They walk it into the bank, get approved. In less than a year, you’re doing a full lease-up strategy on a new single-family development or multi-family development. We have a 91-unit, single-family development going in, all [ali-load 00:47:30], single-family homes, all in one neighborhood, all rentals in Memphis, Tennessee, right outside of Germantown-
Alex Osenenko: One second, Andy. I’m so sorry to interrupt. Let me accept the call from John Jantsch.
Hey, John. How’s it going, my man?
John Jantsch: Hey, how are we doing?
Alex Osenenko: Hey, thanks a lot for joining us. We have Andy Propst here. He’s talking about his session. Do you mind hanging on for just a moment? We’ll get Andy, and we’re going to get a couple tidbits of useful information, some advice from Andy. Then we’ll go right to you. Is that cool?
John Jantsch: Yeah, and hopefully, I’ll learn something, too!
Alex Osenenko: Ooh, I just put John Jantsch on hold. Now, I feel powerful. I hung up on Marcus Sheridan. I hung up on him, and I got John Jantsch holding. Now, it’s also … Andy, so sorry to interrupt, man. [crosstalk 00:48:10] Let’s punch it.
Andrew Propst: Yeah, so most importantly, how do you underwrite these things? How do you put the [performer 00:48:15] together, the whole project together. We put together a quick little [apri 00:48:18] memorandum. We give that to our builder. We give that to our investor. We walk it into the bank, get approved, and we start building. I sent you guys something that was interesting is the National Rental Housing Council did this survey based off the … What do they call it when they go, “[The fences 00:48:34]”? Basically, there’s 1.5 million single-family homes that need to be [built 00:48:38] between now and the end of 2020 and 2.5 million multi-family homes, so if we continue to lose inventory because houses sell, there’s one way we can get around that.
People still need to rent single-family homes. People still need to rent multi-family homes. We can go out there, create our own inventory, which is a much stickier business than getting that reluctant landlord to give you a property today, and a year from now they put it on the market and sell it. It’s a pretty exciting topic, and we’re going to go from beginning on how you source all this stuff to what you do to get from dirt to stabilized property, whether it be a single-family or multi-family, I think the next big boom in our industry is through new development, and we’re going to talk about that. We’re going to show how we’ve put over 5,000 units in the ground to everybody that attends the PM Grow Summit, so I think it’ll be interesting-
Jordan Muela: Wow.
Andrew Propst: It sure excites the heck out of me, but-
Jordan Muela: Those are some serious numbers, Andy.
Alex Osenenko: We had Marcus Sheridan on the show. We had Jason Goldberg, and we had Victor Antonio. I asked each of them to give us one takeaway, one tip. Folks can attend the summit. They’re going to come hear you talk. Building your own inventory sounds very exciting. To me, it sounds unapproachable, but Andy, you’re going to make it approachable, right? You’re going to make it possible.
Andrew Propst: Yes.
Alex Osenenko: Okay.
Andrew Propst: Yeah, it is. It’s very possible. I didn’t have any special experience. This is the takeaway for me. Property management is a hundred percent a relationship business. It’s being able to find the right relationships and then putting the good information in front of those people to not only help them reach their investment goals, but you can build your business at the same time. It’s pretty [tense 00:50:17].
Alex Osenenko: Oh, love it. Very cool. Hey, Andy, thanks a lot-
Andrew Propst: Thanks, guys.
Alex Osenenko: For taking the time. Say hi to the Delta Sky Lounge guests.
Andrew Propst: Okay.
Alex Osenenko: Yeah, man. We’ll look forward to seeing you at the PM Grow Summit, man. You make this industry tick. Thank you for everything you do for everyone.
Andrew Propst: All right, love you, guys. Take it easy.
Alex Osenenko: All right, John Jantsch here. You’re on, my man, you’re on, so let me frame this out. John, last time we did the video I said John was my personal hero. He didn’t believe me. Here I am live admitting the same thing again. John, you did an awesome job. You built an empire by helping small businesses distill the marketing from the voodoo magic to a real thing that actually helps them grow in business and stuff so that people can understand. You wrote a book called The Duct Tape Marketing. You run a podcast, Duct Tape Marketing Podcast. John, what are you going to talk about at the PM Grow Summit?
John Jantsch: Before I can go very far, I got to know what you’re doing with that ladle.
Alex Osenenko: Oh, so I need a scepter-
Jordan Muela: Good question.
Alex Osenenko: And everything else was taken, so I just do a ladle. Let me put it down. All right.
John Jantsch: I couldn’t get past it, sorry. [crosstalk 00:51:25]
Actually, I’m going to cover what I call the Seven Must-Have Elements of every website today, and essentially, I’ve been doing this 25 years. We didn’t have websites. Then websites came along, and they were just another channel or another place where people could find you. I think we’ve evolved to the place today where the website is actually the hub of most businesses, and that includes businesses that actually do their transactions across the desk in their own town. The purpose and the intent of a website has changed dramatically. It’s not just a place where people can go find you or can go look up information because they want to contact you or do business with you or find inventory that you have on your website or listings that you have on your website. Today, the buyer journey has changed so dramatically that our website really has to be the hub of guiding that journey, and so when I talk about these Must-Have Elements, it really is …
Today the trend is these long, scrolling home pages, and the reason for that is because people want to arrive at a website and immediately think, “You are talking about the problem that I have. You are promising to solve the problem that I have, so I’m going to keep going on. Oh, you are specifically talking about me, or to me. Oh, look, other people trust you. Oh, the search engines are going to find incredible content here. There are testimonials and reviews and look who else you’ve worked with! I can dig in and really follow an entire story on your homepage before I then want to say, ‘You know what? I’m going to start digging deeper, and I’m going to start figuring out how this business might actually be able to solve my unique problems.'”
Not every website is going to look exactly alike, but I’m [contend 00:53:16] and I will share, and when I’m with you all at PM Grow, I will share the fact that there are certain elements that must be there, almost like a check box to guide people through that journey.
Alex Osenenko: Can we fish out a one, usable tidbit from you. We had really some really good wisdom dropped on us, on everyone here, by Marcus Sheridan, by Victor Antonio, by Jason Goldberg. Andy gave a little bit of tidbit. What is the one takeaway that people can have just by listening to this podcast and watching this video?
John Jantsch: The biggest thing I would tell you is that you have to start to focusing on problems. Nobody cares about what you sell. Nobody actually wants what you sell. They want their problems solved, and I think if you start from that point of view, from that framework, and you identify what is the greatest problem, then you can focus everything you do in your marketing around showing them how or promising to them how you can solve that problem. Obviously, we’ve been talking about a website, but that’s really all of your messaging. Everything has to connect at that level before they will actually listen to your solution.
Jordan Muela: Alex, I’m going to be greedy and ask for another tip, and then I’ll to tell you why. Here’s why: John, you’ve been around for so long, that it’s different to pin you down on what you’re all about. Right now we’re talking about websites, and you’re an authority on that. In my mind, I’m still thinking about the Referral Engine. I’m still thinking about referral marketing, which you really blew up and elevated. When it comes to referral marketing, this is where so many of our clients start and they never graduate from, and they never really do it even all that well. If somebody really wanted to amplify and take their referral marketing to the next level, what’s one piece of advice you’d have for them?
John Jantsch: I can’t answer that with one. I have to give you two, so I guess this is a double [crosstalk 00:55:10]
Alex Osenenko: All right. All right.
John Jantsch: What you have to start with is you have to be more referral. There’s no tip or tactic or trick that is going to get people to refer you unless they are having a great experience, unless you’ve solved their problems, unless they enjoyed the way in which you solved their problems. That’s always number one.
The second thing is you have to actually move referrals much farther up in your thinking. Most people ask for referrals after they’ve done a good job. That makes sense. Somebody’s satisfied. They’re happy. They’re talking about how awesome you are, great place to ask for a referral, but what I would suggest is that as you were beginning the conversation … maybe you were having a sales type of conversation … that you start talking about, “I know that you’re going to be so thrilled with what we agree to today, that I’m going to come back after 90 days. I’m going to make sure you’re thrilled, and at that point, I’m going to ask if you know two or three other people who need a result like this.”
By moving it up into almost the sales conversation, all of a sudden … If you think about that message, “We know you’re going to be so thrilled …” Okay, that’s good. “We’re going to come by to make sure you’re thrilled.” Okay, that’s good, and at that point, you’re going to get the opportunity you need to help a couple other people get thrilled. Really positive marketing message, but you also set the expectation, maybe before somebody even became a client.
Jordan Muela: Oh! Love it.
Alex Osenenko: Give me a second. Let me get Brad on. We’ll put him on hold, and we’ll punch it through for two more minutes with you, John. Hey, Brad!
Brad Larsen: Hey! What’s going on?
Alex Osenenko: Hey, man. Can we put you on mute for second. We have John Jantsch here. We got to just finish out that interview, if you don’t mind, and we’ll get to you, if that’s cool.
Brad Larsen: Yeah. I’ll be here.
Alex Osenenko: My man.
John, so being referred, being referable, and also framing it up front, doing the sales process, saying something like this: “Hey, guys. We want to make sure that we’re going to do a good job, and we’re going to come back in 90 days” … Tell me if I did it right. “We’re going to come back in 90 days, if that’s okay. We’re going to check and make sure everything is … we’re solving your problems, and then then we’re going to ask you if you could please refer us to a couple more people to make sure that we solve their problems as well.”
Something along those lines?
John Jantsch: Yeah, absolutely. Absolutely. If we work together a little bit, I might tighten that up, but-
Alex Osenenko: That’s why you come to the PM Grow Summit, because you don’t want to mumble and mess it all up, like me.
Jordan Muela: That’s awesome, John. So excited to have you. So excited to have you [crosstalk 00:57:37]
Alex Osenenko: Very proud of that.
Jordan Muela: [crosstalk 00:57:38] and your acumen and [inaudible 00:57:39]. This is goes to say what I love about what you is that it’s focused on small businesses. This is not Fortune 50, Fortune 500. I’m sure some of it would be relevant, but you’re focused on small business marketing. That’s who’s coming to this event, guys. We bring people to the event that we want to hear speak. I will be butt-in-chair listening to John like all the rest of you. I’m super stoked. Thanks for coming on.
John Jantsch: Awesome. See you guys soon.
Jordan Muela: Thank you, John. Thanks a lot. Bye.
John Jantsch: Bye now. [crosstalk 00:58:10]
Jordan Muela: Okay.
Brad Larsen: Bye, baby.
Alex Osenenko: Ooh! [crosstalk 00:58:12] We just … Turn on the video, Brad.
Brad Larsen: I’m sorry I’m not that good-looking, but [crosstalk 00:58:17]
Alex Osenenko: Well, join the club, buddy! This is the best club right now. These are the guys who are movers and shakers in the industry, apparently. Between three of us, we have three podcast shows.
Brad Larsen: Yes.
Alex Osenenko: By the way, we’re recording live, so I’m not going to cut out your [yawny yawnies 00:58:33] like that, Brad, so bring some energy up here, will you? Yeah, so between us, we have the Property Management Show. I [took 00:58:41] that name, so … Then Brad decided he can do it, because he’s a smart guy. He did an awesome job. I listened to his show. It’s called Property Management Mastermind Show. Then Jordan came in and is like, “Look, guys, I have a lot to bring to the table.” He started Profitable Property Management Show.
Between the three of us, what do you think the audience is? What do you think the listeners … How many do we have?
Brad Larsen: I would wager probably in the thousand, the two thousand listeners at least [crosstalk 00:59:06]
Alex Osenenko: I’ve got 6,000.
Jordan Muela: I’d say more than that.
Brad Larsen: You’ve got to remember. You got to think of the number of downloads. We have over 15,000 downloads to this date, this young time for this podcast, and I really like what you guys are doing. As we’ve talked, the three of us, is if people are listening to or watching my stuff, they’re looking and they’re hungry for more. What you guys are putting out ties into everything we’re doing, so there’s plenty of content that needs to be put out to all kinds of relevant topics. The more we start doing this, the more my head starts spinning of other things we can talk about and bring on. It’s been fun.
Alex Osenenko: There’s a lot of value there, no doubt about it, so Brad, you interview a lot of PMs. You talk about a lot of operational type issues, and the reason that we wanted to have you speak at PM Grow … You could’ve talked about a lot of topics and done a great job, but there was one specific one that we thought you were uniquely qualified to talk about. That is … The sign is actually right behind your head. That is the rebrand of going from Larsen, of going from using the standard formula, right? Name plus “Property Management,” to actually having a true brand that you hope is actually going to stand the test of time. Just in brief Cliffs Notes, why did you want to do that, man? Why was that [inaudible 01:00:22] process worth it, and how’d things go?
Brad Larsen: I wanted to get my name off the door, to be quite honest with you. One thing is, because everything started to turn to me as the bucks stops here. People always wanted to come to me. I’m the broker. I’m the owner in charge, and it just seemed like the funnel was down to me at the very bottom. Great story as for example, this morning. This morning I walk into my office, and there’s a new owner in my office with my business development team signing up, signing a PMA agreement, property management agreement, in person … Normally, we do it electronically, but they wanted to come in the office and sign. I walk in with my dog, and we greet them, and they didn’t even get up. They didn’t even know who I am.
Alex Osenenko: Nice.
Brad Larsen: It was like, “Yes! Yes, yes! I love it. Keep signing and don’t ask who I am.”
My PDM introduced me, “Hey, this is Brad. He’s the owner of the company.”
They’re like, “Oh, great. Whatever.”
Before it was like, “Oh, you’re Brad Larsen. Larsen Properties. Brad, Larsen.”
All that. It was just like, all of a sudden they’d stand up, and they want to tell you all about their home and meet you because you’re the owner. Now I’m just the anonymous business owner off to the side, and that’s all been an end result of rebranding, picking up a neutral name, and just running with that. That was vindication this morning.
Jordan Muela: You wanted to build the company that was bigger than you, that was bigger than Brad. That was the original point here.
Brad Larsen: Exactly.
Jordan Muela: From a consumer perspective, which is then a vantage point that Alex and I have, just looking at your website, social, et cetera, it seemed like, and I’m sure there was more stuff going on behind the scenes, but it seems like you just flipped a switch. Overnight everything got done. Were you really focused on allowing the consumer to have that kind of a perception, as opposed to this slow, dragging six-month transition from Larsen to Rentwerx?
Brad Larsen: [crosstalk 01:02:06] we came up with a plan. It was two pages long in a notepad, and we were going at a certain date. I think it was one July, and everything had to be done within about a two- to three-day timeframe. We were organizing different folks. You’re going to do this; you’re going to do that; and you’re going to deal with it in a certain timeframe.
Not everything’s going to be immediate. Yelp took at least a week to rebrand, because it just took longer. The website, we intentionally wanted to do that very quickly and make sure that all the videos got updated, which was about 50 or so plus videos that we had to rebrand from [inaudible 01:02:39] reshoot them. All that we did in a timeframe to where it was going to get done quickly and all at once, so that from a consumer side, looking at it, it was going to be just a light switch. It would cause minimal amount of disruption. The owners didn’t have any problem with it. Nobody squawked, and nobody said, “What are you doing?”
We reassured them that, “Hey, we’re not leaving. We’re not changing. We’re not doing anything other than changing the names.” Everybody has been fine with it, so it’s been a really good transition.
Alex Osenenko: What I was most impressed about, as a marketer, I’ll tell you, is the fact that you’re ranked. Your website and your Google pins, your ranking … You were top on San Antonio. If you’re looking for property management San Antonio, they have to have come across your stuff. You can’t miss it, and the fact that all of that ranking, and everything you’ve done, the Yelp ratings, the Google ratings, all that retained its value, and continues to stay on top under a different brand name. That’s magical to me, as a marketer. That’s too magical to me. That had to take some planning, so are you going to talk about some of that step-by-step process into retaining your Google ranking, everything you’ve earned throughout the process?
Brad Larsen: That was the biggest challenge, really. It was the Google ranking, and we did slip. I’ll be real honest with you. We slipped for a month or two while Melinda, my webmaster, started getting everything going. There’s certain things that you got to do, and we were really paying attention to it, making tweaks, making changes, just to make sure that we could change out and make sure that we were being seen. Like you guys, I was very nervous about it. I’m thinking, “Aw, man, I’m going to be on page eight of Google, and no one’s going to find us.”
We were very aware of that. We didn’t augment with any Google ads at that point, so we didn’t spend 10,000 a month on Google ads while we slipped organically. We just kind of went with the flow, and I don’t think we really saw any loss in traction, right? That’s how we were going with that is losing traction in the market, and we didn’t really see any of that. It was well planned out. We didn’t just decide overnight, “Hey, let’s do this, and we’ll do it real slow and test the waters.”
You got to jump in with both feet and start swimming.
Alex Osenenko: Do you know why? The old major reason … and look, I’m going to venture out and say this … the major reason why you stuck to where you were, because you’ve earned that spot through what? Through helpful, helpful videos and content that informs your client or your prospect on what it takes to manage a property, how you specifically do it, and a lot of educational stuff on how to be a good landlord in the City of San Antonio and surrounding areas, right? You have a lot of that [copy 01:05:14]. You said 50 videos.
Jordan Muela: 50? No, let’s give the man credit.
Alex Osenenko: Yeah.
Jordan Muela: Let’s give the man credit. [crosstalk 01:05:19]
Alex Osenenko: 50 in a day!
Jordan Muela: 50 videos is laughable compared to how many videos you actually have. I looked this up the other day. I just wanted to look it up again.
Alex Osenenko: The point is a lot of signals to Google-
Jordan Muela: 627! 627 videos.
Alex Osenenko: That’s crazy.
Brad Larsen: [That’s public 01:05:36] [crosstalk 01:05:36]
Alex Osenenko: The YouTube, the Facebook, the content, all this signaling to Google, “Man, this guy is legit! This guy is good! His website is visited. People stay on the website. They consume the content.”
There you go. We’ll put you up. I firmly believe that’s a large part of the success. What do you think, Brad? Were there any other things?
Brad Larsen: No, I agree, and then one of the other things that we started really honing in on is creating fun videos under the RentWerx name and putting those on Facebook and getting more traction through Facebook. Fun videos, not like, “Ah, this is me. I’m super serious, blah blah blah.”
It’s more like fun stuff. My business development staff, they’re really getting creative on these things and making these semi-cheesy, [inaudible 01:06:18] type videos that are going on the Facebook and getting some good traction.
Jordan Muela: Have a little personality!
Alex Osenenko: Can you act one out? Is that too much to ask? Can you act one out live? A funny video?
Jordan Muela: Oh, come on, man!
Brad Larsen: [inaudible 01:06:32] a guy … This is what we do for you on the screening process. He’s going … you know, like that. The bullets are popping up in the video as he’s doing this little dance, right?
Alex Osenenko: That’s pretty [crazy 01:06:47].
Brad Larsen: The other one was [crosstalk 01:06:47]. Jordan, you’ll like this, Jordan.
“Oh, hey! How are you today?” That’s how he starts a video.
Alex Osenenko: Brilliant.
Jordan Muela: Love it, man.
Brad Larsen: [crosstalk 01:06:57]
Alex Osenenko: Creativity. See? Creativity, once you get past the mental block, “Oh my god, I’m going to look so …”
Jason Goldberg here talked about ego versus service. Service first, ego second. You can have some fun with it and actually make people not so serious. Yet your solution is profound. You’re so different than anyone else. The reviews really take it home. The reviews, man, the thousands of reviews you have. The five stars that take it home. Yeah, I might see the video and get educated, but if you’re not … if you don’t have good reputations, it’s very hard to close deals, very hard to get the phone ringing.
Jordan Muela: Brad, one area I want to ask you about. At the end of the day, you did the rebrand. You put in the work. Can you put any kind of a number on it either in terms of dollars or hours associated with the cost of rebranding?
Brad Larsen: Yeah, absolutely. I would say it ran around 8,000 to 10,000 dollars, that’s rounding up, with the time involved. The signage alone was four grand, all the new signs, yard signs, signs in front of my office, all that stuff. Other than that a lot of it was just … I bought cards for everybody. I was Mr. Nice Guy. I rebought cards for everyone in the office [crosstalk 01:08:08]
Alex Osenenko: Cars? Oh, cards.
Brad Larsen: Business cards, you know. I think they still use those nowadays. I don’t even carry them, but business cards.
Jordan Muela: [inaudible 01:08:17] round up, say 10 grand. It’s, in the grand scheme of things, not that huge of an amount, depending on the outcomes, so on the outcome side, talk to me about the level of optimism that you have about the brand going forward, the impact of having a brand that you feel like is more relatable, is beyond the scope of it just being one guy. Where are you at in terms of thinking about the value that you actually got from this from a marketing perspective, going forward over the next 10 years?
Brad Larsen: Oh, yeah. Yeah, I’m very excited going forward with this. We have a great name. I love the name. We have a great url. It’s going to be fantastic what this does for us in the near future and the distant future. We’re set up for success from here on. There’s no longer going to be my name on the door with everybody looking to me for the answers. It’s now like we’re running a real, legitimate business with a real, legitimate name.
Jordan Muela: Love it.
Brad Larsen: That’s the bottom line. I’m very happy we’ve done it.
Alex Osenenko: Sounds good. All right, guys, so we’re coming on an hour plus. It’s been a great show. I want to remind people that we offer this exclusive discount, that’s a 300 bucks. It’s a lot more than Brad’s show, my show, or Jordan’s show offer. Actually, it’s a combined, right? We each going to [inaudible 01:09:28] and take a hundred bucks off if you put our name, Alex, Jordan, and Brad, and Brad’s been winning. Brad’s been selling tickets like [crosstalk 01:09:35] He’s got a good audience, and he’s a dancer, so [inaudible 01:09:40], by the way. We’ll give 300 dollars off, and we only have 10 tickets at that price. If you’re watching the video on Facebook Live, by any chance … if you have nothing else to do … the code is podcastVIP. Pronounce that for me! Jordan, what is the code again?
Jordan Muela: That’s it. podcastVIP.
Alex Osenenko: Podcast? I’m just making sure my accent is not getting in the way of people getting discounts.
Brad Larsen: I don’t think I heard you correctly. I thought the code was B-R-A-D. That’s what I thought I heard you say.
Alex Osenenko: Yeah, har har har. PodcastVIP [crosstalk 01:10:08], which is a standing offer, and Brad’s been an amazing job. He’s an amazing guy altogether, and we’re very excited to have him come and speak at the PM Grow Summit. Really, he just helps us mastermind the whole thing. We have these [riff 01:10:22] calls all the time, and we’re not here to be popular, at least, I’m not. I’m not here to … I’m here to help, to deliver cutting edge information to make small businesses win, property management specifically. That’s my calling. That’s my professional purpose. That’s what I’m in for. These guys are very, very legit and serious about making that happen as well.
Jordan, do you have any parting wisdom?
Jordan Muela: My parting wisdom is this: Get a ticket, plan to learn, plan to use this as the kick-off for your year, to have clarity about where you’re going, what you want, how you’re going to get there and be open to receiving from all the amazing speakers and other attendees that are going to be coming, guys like Brad. Yes, Brad’s speaking. He’s doing his talk. That’s awesome, but Brad’s also going to be at the bar. He’s going to be eating breakfast, having lunch. Find people like Brad, sit next to them. Brad, the conference is on growth. Brad’s doing it. Door a day for [crosstalk 01:11:21] … Is that per working business day or just calendar day, period?
Brad Larsen: Calendar day, this year.
Jordan Muela: He’s added a door a calendar day this year, while a lot of people are treading water with sell-off. He’s clearly doing something right. Find, network, and buddy up with guys like this. You don’t want to miss it. January in San Diego. That’s all I got to say.
Alex Osenenko: Very cool. Thank you, guys, for listening. Thank you all for watching. We really appreciate it.