Transcript
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You live by this 1000 minute rule.
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I wake up and I have to make my own life
happen.
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I was a real estate agent for 12 years.
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I did a millionaire list in New York, bravo,
all the spin offs, and I went to every other
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real estate brokerage under the sun.
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Said I have a team of 65.
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We do a 1,000,000,000 a year.
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I think I should switch firms.
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What are you gonna do for me, and how do you
see your support in 2030?
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No one knew how to answer either of those
questions.
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So I really blame every other real estate
brokerage for making me do this.
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What effect has your new hit show, Only
Manhattan, already had on your business?
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A guy just finished the show, got in his car,
drove to our office in the Hamptons, knocked on
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the door and said, I'd like to sell my house.
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I think it's about $8,000,000.
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Who can do it?
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How much of the show is real?
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What I thought Only Manhattan was gonna become
was not what it ended up becoming because
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Netflix was really, really
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Ryan, I've been really excited to sit down chat
ever since my beautiful fiance, Jessica
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Markowski, one of your cast members on your new
hit show, Only Manhattan introduced us.
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Welcome to 10X Capital Podcast.
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Thanks for having me.
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I'm glad your fiance works with us so I could
strong-arm you into having a real estate broker
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on your podcast.
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Absolutely.
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Well, you know, my fiance certainly loves this
room.
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So let's
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let's get started.
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So,
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I've seen on social media.
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So the show just came out a couple weeks ago,
but Sirhan just had a record month.
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Can you talk a little bit about the metrics and
what effect has the show already had on your
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business?
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We're in growth mode.
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I think most companies are always in growth
mode, but because we're still pretty young,
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we're we're, you know, just about 4 years old
now, we're growing every single month in in
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June leading up to the show.
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So the show came out on Netflix on June 28th.
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But I was curious to know, you know, what what
what were my entry metrics for the month
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leading into that type of launch, which means
what's the business that we really put into
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contract, you know, kind of q one, let's say, q
2, even a little bit of q 4 of 2023.
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And so our total volume in terms of all
activity was like 1,100,000,000 for the month
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of June alone, which for a publicly traded real
estate firm is tiny.
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For a 4 year old startup like we are, is a lot.
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And it puts a lot of stress and pressure on on
systems and Yeah.
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And support, which we're we're working through.
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But for the the month, it was about
$845,000,000, not including, like, all active
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listings and everything.
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And what was exciting about it for us was
because we only started really expanding into
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new marketplaces about a year ago is that a lot
of the volume is now spread out evenly.
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You know, it used to just be, like, 90% New
York City, 9% South Florida, and then 1%
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everywhere else.
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But now it's kind of calmed down to about 50%
New York City, and then all of the other
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markets start to take a little bit of even
share, which is great.
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Georgia had a great month.
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So it's fun.
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The Netflix effect since then, I think we've
our website traffic has increased by about
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1900%.
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Follower count, across social has grown by the
100 of 1,000.
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I don't know off the top of my head.
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Yeah.
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I know me personally, I went from 2,000,000 to
2,200,000.
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And the engagement alone, like, engagement
metrics have, like, all quadrupled, which is
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important.
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Right?
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Like, you can have great lead flow, but if the
lead flow hits, you know, less than 2% of the
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time, that's not great lead flow.
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But if lead flow starts hitting between 10 20%
of the time, like, that's great.
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There are instances of every single market,
both with your fiance, but also with other
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agents who are not featured on the show.
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I am flooded right now with a guy just finished
the show, got in his car, drove to our office
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in the Hamptons, knocked on the door and said,
I'd like to sell my house.
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I think it's about $8,000,000.
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Who can do it?
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Melissa McGrath, a newer agent, was in the
office, now has her first $7,850,000 listing,
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all thanks to a guy who finished the show,
literally got into his Ferrari, drove to our
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office and said, you, you come do it.
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And then there you go.
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And we have that from Tampa all the way north,
and then the referral business and everything
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we have.
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So you're a great first principles thinker.
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We've talked a lot about business.
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I know a lot of people think you're just in the
real estate brokerage business, but how would
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you define what business are you in?
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What is Cerhant really?
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And what is the competitive advantage for
Cerhant?
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If I look at, like, the definition for our our
holding corp, right, which is Cerhant
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Technologies, we are in the sales as a service
business.
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The real estate brokerage, right, is brokerage
as a service.
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So we provide brokerage services to buyers,
sellers, developers, vendors, and agents.
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Right?
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We are the place they come to be able to
provide their service to their their customers.
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But our customer and brokerage is the agent at
this point on a global scale.
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We then have sell it.
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I didn't wear this on purpose, but we just have
a lot of media today for sellit.com, which is
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the education side of our business, where we
provide sales training as a service on a a kind
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of on a monthly subscription basis, on a one to
one coaching basis, and on a b to b basis where
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we go in where we do the sales training for big
companies, like enterprise SDR sales training.
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Any companies you could name?
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IBM, JPMorgan, auto car dealerships in Florida.
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Like, it's a it's a big mix.
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Why are you so passionate about sales?
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Because if you're not selling anything, then
you could invent any product you want, but you
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could invent it for your mom.
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You know, like, you I one of my biggest clients
of all time is a big tech guy.
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I'll just leave it at that.
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And I remember asking him on his plane how cool
it was that he had created that software.
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He said, I'm not in software.
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I'm in software sales.
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I could have the greatest software of all time,
but if no one buys it, then yes.
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Is it about the product?
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Absolutely.
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You create a great product.
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The sales will come.
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But if you don't know how to then sell that
product, then there's tons of products out
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there that are probably great that you and I
will never use or know because they were poorly
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managed or poorly sold.
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And they have product intelligence at most
major companies.
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Right?
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You have huge sales forces.
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You have a 100 people, you have 10,000 people.
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They have clear product intelligence on what
they're selling, but they don't have clear
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revenue intelligence in as much as what those
sales people are able to produce, especially
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post COVID.
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So when there used to be the sales floor of an
enterprise sales team, you have your sales
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leader, your manager, you'd have the boards and
everything.
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But now, like one of our major clients we're
doing sales training for, their entire sales
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force to save money is now spread between
Ireland and Alabama.
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The headquarters of this company is Dallas,
Texas.
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And so it's all totally virtual because you
don't have to pay as much of a base.
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You're just paying more incentives.
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But their churn has gone from, like, 20% to,
like, 55%.
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Because now a virtual sales rep, there's no
culture.
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There's nothing keeping me working for you.
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You're just on a screen.
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I just got a better deal to go do sales for
this company or this company or this company.
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You just change your Zoom background.
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Exactly.
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So how do I reduce churn for sales teams, for
enterprises, for CROs?
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And if I can reduce churn, then I can increase
their overall kind of net effective impact that
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these sales people have.
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And then we're not a cost.
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We're now just literally coming in and being
that community and then enabling us to give
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them feedback.
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Like, hey, here's where they're having trouble.
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Here's where they're not.
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We have a sell it 6 part sales cycle that we
just wanna drive into everybody and it works
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well.
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You've worked with thousands of people going
through your
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programs and you've worked with a lot of and
you've worked with
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a lot of beginners.
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I agree with you.
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I think everybody should know how to sell,
even, people that are not in the sales
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business.
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What are the most common hang ups that people
have when they start to learn sales?
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I think, well, the first hang up that most
people have is they don't like it.
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They think selling is gross.
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They don't they don't like it.
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People they they feel like they're taking
something from somebody.
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So the first thing that you do with someone
who's brand new to sales, like brand new to
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real estate sales, let's say, you first have to
fix the mindset and fix the framework.
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Okay?
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So that's one.
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Once you do that and you understand that even
the pharmacy is gonna sell you hydrocortisone
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cream for your itch, right, versus just telling
you just go home and figure it out.
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Okay?
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Then they don't understand process and that
they don't understand how the process works
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forward to talk to somebody who's gonna buy
something, whether it's $5 or $500,000,000.
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They don't understand that process of working
with a seller.
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Right?
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What is the process of the sale?
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What's the structure of the sale?
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What are the words I should be using?
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What kind of questions do I ask?
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The third thing that most people have a hard
time with is we all grow up playing or watching
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sports.
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And so we think when there's two sides, there's
a winner.
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And so everyone says, oh, I'm going into sales.
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I have to win.
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I make money when I win.
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But when you're in business sales, I'm selling
my fund, I'm selling my real estate, I'm
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selling my insurance, you have to play for the
other side to win.
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So we have something called CODO, c o d o,
which is close on day 1.
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But something that we we talk about that a lot
is as you play for the other side to win by
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default in business, then you win.
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If the other side wins, that means the deal got
done, which means you win.
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Yeah.
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I think a lot of people say I could sell ice
and Eskimo, but that's not really what great
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salespeople
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do.
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I think
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great salespeople inherently will not take on
sales that they don't believe in.
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That's something that I've seen.
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And the opposite is true as well.
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The people that have produced 1,000,000 and
tens of 1,000,000 of dollars personally have a
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product that I think they really believe in.
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Yeah.
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And they think it's even outside of the
product, they really believe in their service.
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Like, listen, I sell a lot of real estate.
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And we have clients who buy real estate that
sometimes I think they shouldn't buy.
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And we say that when you're honest, you know,
when you're fully upfront.
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If they still wanna move forward with it, what
are we gonna do?
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Like, park in front of your car so you can't go
drive and buy that condo you really want?
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But I really believe in our service.
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Like, as the technology we all use becomes more
ubiquitous, like, as AI now enters into all of
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our spaces, that one to one interaction between
2 human beings is just getting I don't wanna
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say stronger.
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It's like it it's just getting more important
because you wanna automate almost everything
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except the decision.
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And that's what key executives are paid to do,
which is make key decisions.
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I think that's what great salespeople are are
being compensated to do.
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It's what is my decision matrix for a large
financial decision?
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I need somebody, not something, to help me make
that decision.
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And that's really what we do and that's a
service that we provide and the best
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salespeople are then compensated for it most
times without a base salary, without any
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benefits.
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To an outsider,
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it would seem that real estate has a
commoditization where the relationship is
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really central with the person, but people go
from one brokerage to another.
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How have you institutionalized service into
your offering across all your agents?
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That's a big question.
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I definitely start with culture, 1st and
foremost.
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You know, people don't quit jobs, they quit
managers.
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And we don't have a whole lot of managers here.
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Like, you're in our podcast studio at our
headquarters in SoHo because I live here and I
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wanted one.
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But for the most part, our business is fully in
the cloud.
229
00:11:15,264 --> 00:11:19,664
Our agents work from their cars, from their
homes, all over the country, all over the world
230
00:11:19,664 --> 00:11:20,144
at this point.
231
00:11:20,144 --> 00:11:25,149
So they can sell to anyone, anywhere, on any
device, at any time.
232
00:11:25,149 --> 00:11:30,429
But understanding that culture and having them
say to themselves, yeah, but working at Cerhant
233
00:11:30,429 --> 00:11:31,089
is fun.
234
00:11:31,309 --> 00:11:34,370
Yes, but working at Cerhant is good for my
career.
235
00:11:35,084 --> 00:11:35,324
Right?
236
00:11:35,324 --> 00:11:37,404
I've doubled my sales flow.
237
00:11:37,404 --> 00:11:39,345
I've increased my client base.
238
00:11:39,725 --> 00:11:39,964
Sure.
239
00:11:39,964 --> 00:11:41,164
This place could pay me more.
240
00:11:41,164 --> 00:11:41,324
Sure.
241
00:11:41,324 --> 00:11:46,044
That place might have more x, y, or z, but my
life is better at Cerhant.
242
00:11:46,044 --> 00:11:48,605
It's been a a big part of our vision at the
beginning.
243
00:11:48,605 --> 00:11:53,120
And we do that by also not just doing things
like creating single sign on, but building.
244
00:11:53,179 --> 00:11:53,419
Right?
245
00:11:53,419 --> 00:11:56,320
Building things and and helping agents make
their lives easier.
246
00:11:56,620 --> 00:12:01,259
One of the whole reasons I started this company
was because I was a real estate agent for 12
247
00:12:01,259 --> 00:12:01,419
years.
248
00:12:01,419 --> 00:12:01,579
Right?
249
00:12:01,579 --> 00:12:05,754
I did $1,000,000 listing New York, bravo for 10
years and all the spin offs, and I went to
250
00:12:05,754 --> 00:12:09,455
every other real estate brokerage under the sun
and said, I have a team of 65.
251
00:12:09,514 --> 00:12:11,054
We do a 1,000,000,000 a year.
252
00:12:11,355 --> 00:12:12,254
This is 2017.
253
00:12:12,955 --> 00:12:14,554
I think I should switch firms.
254
00:12:14,554 --> 00:12:15,115
I don't know why.
255
00:12:15,115 --> 00:12:16,735
I just I it's that time.
256
00:12:16,794 --> 00:12:21,509
What are you gonna do for me, and how do you
see your support in 2030?
257
00:12:21,730 --> 00:12:23,909
No one knew how to answer either of those
questions.
258
00:12:24,049 --> 00:12:29,809
And so I really blame every other real estate
brokerage for making me do this because then I
259
00:12:29,809 --> 00:12:34,394
just I was forced to go and and and start this
company and and build things like Simple, you
260
00:12:34,394 --> 00:12:34,875
know.
261
00:12:34,875 --> 00:12:38,715
And enable agents to buy all their time back
and redefine the way that they work.
262
00:12:38,875 --> 00:12:43,754
And I think that also creates stickiness and
helps us provide the product of helping people
263
00:12:43,754 --> 00:12:48,340
buy and sell homes at kind of mass scale in a
way that other firms aren't able to.
264
00:12:48,340 --> 00:12:50,980
Everybody I've seen you on a $1,000,000
listing.
265
00:12:50,980 --> 00:12:54,919
You really seem to love the the craft of
selling and closing.
266
00:12:54,980 --> 00:12:59,940
Do you miss kind of being on the ground and and
getting deals done and taking on more of a
267
00:12:59,940 --> 00:13:01,404
managerial and a CEO role.
268
00:13:01,404 --> 00:13:02,144
A 100%.
269
00:13:02,205 --> 00:13:05,644
How do you balance that and how do you make
sure that, you know, you you still have that in
270
00:13:05,644 --> 00:13:06,045
your life?
271
00:13:06,045 --> 00:13:07,245
I do a pretty bad job at it.
272
00:13:07,245 --> 00:13:11,325
It's one of my goals now, now that I turned 40
last week, to focus a bit more on the things
273
00:13:11,325 --> 00:13:12,625
that I'm really good at.
274
00:13:12,845 --> 00:13:14,764
And it's hard when you're starting a company.
275
00:13:14,764 --> 00:13:15,884
You have to wear all the hats.
276
00:13:15,884 --> 00:13:21,620
You know, I was the top selling broker, plus
the CEO, plus the president, plus the COO, plus
277
00:13:21,620 --> 00:13:24,179
running finance, plus being the direct report
for everybody.
278
00:13:24,179 --> 00:13:26,980
Like, you know, that's but that's the job I
signed up for.
279
00:13:27,059 --> 00:13:31,315
And then I just complain about it all day long,
you know, and lose sleep and stress out and
280
00:13:31,315 --> 00:13:32,274
work 7 days a week.
281
00:13:32,274 --> 00:13:34,774
We're at the point now where I'm able to say,
okay.
282
00:13:35,235 --> 00:13:37,074
I am the best at sales.
283
00:13:37,074 --> 00:13:40,034
I think that's really important for brand, for
culture, for revenue.
284
00:13:40,034 --> 00:13:43,095
I'm the best at leading, so I'll continue to do
that as CEO.
285
00:13:43,730 --> 00:13:46,069
And then I brand and expand all day long.
286
00:13:46,209 --> 00:13:50,769
Everything else, I'd probably say I'm not the
absolute best at, and I don't have that domain
287
00:13:50,769 --> 00:13:51,269
expertise.
288
00:13:51,649 --> 00:13:56,709
So let's go find the right people, put them in
the right seats to get us the right results.
289
00:13:57,855 --> 00:14:01,615
And I don't wanna go out there and pretend to
be somebody I'm not.
290
00:14:01,615 --> 00:14:03,695
That's been a big effort as to what we've been
doing.
291
00:14:03,695 --> 00:14:05,774
So so that way I can also buy my time back.
292
00:14:05,774 --> 00:14:06,894
So I can sell more.
293
00:14:06,894 --> 00:14:08,335
So I can be in more pitches.
294
00:14:08,335 --> 00:14:13,075
So I can do what I do best, which is why you do
see me selling on owning Manhattan on Netflix.
295
00:14:13,169 --> 00:14:18,049
Like, there are it's not a lot, but there are a
handful of scenes that, like, were very
296
00:14:18,049 --> 00:14:23,409
nostalgic for me to watch because it felt like
old school, $1,000,000 listing New York days,
297
00:14:23,409 --> 00:14:27,009
like, doing a deal on the back of a car,
sitting there in pressure, you know, putting
298
00:14:27,009 --> 00:14:29,575
the phone on mute and saying, god, we gotta put
this together.
299
00:14:30,035 --> 00:14:33,315
Like, those are you know, I'm I'm passionate
about that, and I can do it well.
300
00:14:33,315 --> 00:14:34,514
And so I wanna do more of it.
301
00:14:34,514 --> 00:14:36,674
A lot of people ask me, how much of the show is
real?
302
00:14:36,674 --> 00:14:37,554
Way too much.
303
00:14:37,554 --> 00:14:40,115
I wish we had scripted that out.
304
00:14:40,115 --> 00:14:41,394
Well, you can ask your fiance.
305
00:14:41,394 --> 00:14:45,950
Dude, they did that podcast here in real time,
and it blew up in everyone's face in real time.
306
00:14:46,490 --> 00:14:51,550
What I thought owning Manhattan was gonna
become was not what it ended up becoming
307
00:14:51,690 --> 00:14:56,029
because Netflix was really, really you know,
they were they were intense with us.
308
00:14:56,165 --> 00:15:00,004
And they said, this isn't gonna be a year long
shoot where you have story meetings and we go,
309
00:15:00,004 --> 00:15:02,184
you know, we're because we're not shooting an
episodic.
310
00:15:02,485 --> 00:15:05,785
We're gonna make an 8 part occupational
docuseries.
311
00:15:06,165 --> 00:15:06,325
Mhmm.
312
00:15:06,325 --> 00:15:11,039
And the people who want to see the real estate
space, they were going to binge it.
313
00:15:11,120 --> 00:15:12,399
And that's what you need to go create.
314
00:15:12,399 --> 00:15:16,720
So so you think about the production of
television then in a different way where you're
315
00:15:16,720 --> 00:15:18,559
not thinking about commercial breaks.
316
00:15:18,559 --> 00:15:20,579
You're thinking about hooks and cliffhangers.
317
00:15:21,199 --> 00:15:24,924
And you're thinking about a through line of a
storyline instead of this episode, we're
318
00:15:24,924 --> 00:15:25,565
solving this case.
319
00:15:25,565 --> 00:15:27,004
In this episode, we're solving this case.
320
00:15:27,004 --> 00:15:28,605
There's only so much of that you can watch.
321
00:15:28,605 --> 00:15:29,804
It all happened real time.
322
00:15:29,804 --> 00:15:32,225
If it were up to me, everything would have
sold.
323
00:15:32,684 --> 00:15:33,325
But it Yeah.
324
00:15:33,404 --> 00:15:34,065
It didn't.
325
00:15:34,204 --> 00:15:40,690
If it were up to me, you know, Jessica would
not have been in this room with Jonathan while
326
00:15:40,690 --> 00:15:44,769
he was badmouthing the entire company publicly
and then putting it out on the Internet for
327
00:15:44,769 --> 00:15:45,409
everyone to hear.
328
00:15:45,409 --> 00:15:47,409
I don't think I would have scripted it that
way.
329
00:15:47,409 --> 00:15:47,649
Right?
330
00:15:47,649 --> 00:15:48,850
Would have protected her more.
331
00:15:48,850 --> 00:15:53,009
Just to play devil's advocate on that, do you
think Jonathan has really contributed to the
332
00:15:53,009 --> 00:15:53,889
success of the show?
333
00:15:53,889 --> 00:15:54,209
Yep.
334
00:15:54,209 --> 00:15:54,709
100%.
335
00:15:54,825 --> 00:15:59,304
And I think people see that too, you know, for
as many people probably gave me and I think I
336
00:15:59,304 --> 00:16:01,865
even said this up to him when when I was
letting him go.
337
00:16:01,865 --> 00:16:05,705
Like, I had a lot of strife in the hire of
bringing him on.
338
00:16:05,705 --> 00:16:07,945
Because I I get a lot of pushback when we bring
on newer agents.
339
00:16:07,945 --> 00:16:11,860
We bring on disruptive agents or people that
maybe don't fit the culture necessarily.
340
00:16:11,920 --> 00:16:15,920
I also see a little bit of myself in everyone,
you know, a little bit of an outsider, someone
341
00:16:15,920 --> 00:16:16,899
who thinks differently.
342
00:16:17,040 --> 00:16:19,600
He's up at 4 AM in the gym like I am every day.
343
00:16:19,600 --> 00:16:22,774
Like, he's he's trying to get things done, and
I really like that.
344
00:16:22,774 --> 00:16:28,695
And I I my vision for him was really to go from
from bad to good, you know, kind of the
345
00:16:28,695 --> 00:16:29,894
opposite of breaking bad.
346
00:16:29,894 --> 00:16:30,054
Yeah.
347
00:16:30,054 --> 00:16:34,534
I was like, you have probably 30 seconds to
change someone's mind about you when you meet
348
00:16:34,534 --> 00:16:34,855
them.
349
00:16:34,855 --> 00:16:35,894
That's kind of awesome.
350
00:16:35,894 --> 00:16:38,440
Most people show up and you say, okay.
351
00:16:38,440 --> 00:16:39,259
That's a guy.
352
00:16:39,559 --> 00:16:40,279
That's a girl.
353
00:16:40,279 --> 00:16:41,799
They've made no impression on me.
354
00:16:41,799 --> 00:16:43,320
So I gotta go create one.
355
00:16:43,320 --> 00:16:45,179
You make an immediate impression.
356
00:16:45,240 --> 00:16:46,039
It's a niche.
357
00:16:46,039 --> 00:16:46,440
Yeah.
358
00:16:46,440 --> 00:16:47,480
And which is great.
359
00:16:47,480 --> 00:16:49,500
You know, I think that's, that's a superpower.
360
00:16:50,200 --> 00:16:53,305
I just wish she had gone in in the opposite
way.
361
00:16:53,305 --> 00:16:54,184
But it's good TV.
362
00:16:54,184 --> 00:16:54,504
Right?
363
00:16:54,504 --> 00:16:55,545
Khloe, good TV.
364
00:16:55,545 --> 00:16:56,504
Your wife, good TV.
365
00:16:56,504 --> 00:17:00,745
Jade, good I mean, the the whole cast, I think
the reason the show has performed so well is
366
00:17:00,745 --> 00:17:04,345
not just because of the real estate, and it's
not just because of me, and it's not because
367
00:17:04,345 --> 00:17:05,164
it's New York.
368
00:17:05,650 --> 00:17:10,609
From all the feedback we're getting, both from
Netflix and all the reviews and all the social
369
00:17:10,609 --> 00:17:15,970
and all that stuff is it's really, like, people
have picked their love it or hate it cast
370
00:17:15,970 --> 00:17:20,845
members, and they're really drawn into those
specific stories, And the cast is so unique and
371
00:17:20,845 --> 00:17:26,605
so diverse and so different that everybody can
watch it because you're not just getting, oh,
372
00:17:26,605 --> 00:17:30,684
that's the show with x, and that only works for
people that like x.
373
00:17:30,684 --> 00:17:32,704
It's like, oh, that's the show with the
alphabet.
374
00:17:33,005 --> 00:17:33,724
And so Yeah.
375
00:17:33,724 --> 00:17:33,964
Okay.
376
00:17:33,964 --> 00:17:37,769
I'm gonna go watch that because I really wanna
follow her journey or his journey.
377
00:17:37,769 --> 00:17:40,910
And I think that's why it's been so globally
well received.
378
00:17:41,289 --> 00:17:41,529
Yeah.
379
00:17:41,529 --> 00:17:43,289
An incredible production as well.
380
00:17:43,289 --> 00:17:44,730
It's like in watching a movie.
381
00:17:44,730 --> 00:17:44,970
Yeah.
382
00:17:44,970 --> 00:17:46,109
Thanks, Sirhan Studios.
383
00:17:46,410 --> 00:17:48,914
Hats off to the crew filming this right now.
384
00:17:49,315 --> 00:17:54,835
They were thanked at the end of those episodes,
you know, which was which was wild even for us.
385
00:17:54,835 --> 00:17:58,994
Like, Netflix came to us as they were filming
and doing stuff to, like, you instead of us
386
00:17:58,994 --> 00:18:03,929
trying to figure out how to shoot Manhattan and
shoot real estate and drone through the canyons
387
00:18:04,069 --> 00:18:08,389
of New York City, can we just bring on Sirhan
Studios to do a lot of that?
388
00:18:08,389 --> 00:18:08,889
Yes.
389
00:18:09,109 --> 00:18:09,609
Sure.
390
00:18:09,750 --> 00:18:12,750
Which I think was really, really cool for our
team, which is mostly young, you know, on the
391
00:18:12,750 --> 00:18:13,589
on the content side.
392
00:18:13,589 --> 00:18:16,230
It's mostly young and they moved really, really
quickly and yeah.
393
00:18:16,230 --> 00:18:16,894
It was it was fun.
394
00:18:16,894 --> 00:18:22,174
I think the the city as a character, even this
building as a character on the show, came
395
00:18:22,174 --> 00:18:24,034
across really, really, really beautifully.
396
00:18:24,174 --> 00:18:25,534
And it's a TV show.
397
00:18:25,534 --> 00:18:26,994
It's gotta be visually appealing.
398
00:18:27,134 --> 00:18:28,434
So going back to
399
00:18:28,950 --> 00:18:32,230
you see you have this superpower of being able
to see potential in people.
400
00:18:32,230 --> 00:18:35,690
You see it all over the show, and you're
oftentimes disappointed.
401
00:18:37,349 --> 00:18:41,829
Tell me about that, and does that hurt over the
many years of constantly going through the
402
00:18:41,829 --> 00:18:45,684
cycle and, you know, people not appreciating
your faith in them?
403
00:18:45,744 --> 00:18:47,444
Have gratitude, goddamn it.
404
00:18:48,384 --> 00:18:50,785
I I don't know what it is.
405
00:18:50,785 --> 00:18:53,025
Like, I know what I'm good at, and I know what
I'm not good at.
406
00:18:53,025 --> 00:18:55,125
I'm a much better leader than I am a manager.
407
00:18:55,184 --> 00:18:56,884
I'm actually a pretty terrible manager.
408
00:18:56,944 --> 00:19:00,450
Like, I was a few minutes late to this because
I had to do my 90 day review for somebody
409
00:19:00,450 --> 00:19:02,929
upstairs, and I'm, like, I don't know.
410
00:19:02,929 --> 00:19:04,150
Just do your damn job.
411
00:19:04,289 --> 00:19:08,369
Just and I will empower you, and I will lead
you to do it really, really well, but I don't
412
00:19:08,369 --> 00:19:12,805
wanna be I'm not, like, I'm not the guy to sit
here and talk to you about, you know, how we
413
00:19:12,805 --> 00:19:14,345
can improve your KPIs.
414
00:19:14,644 --> 00:19:16,005
Like, that's just that's not me.
415
00:19:16,005 --> 00:19:20,904
But I do like finding good talent, kind of like
a head coach or a general manager of a NFL
416
00:19:20,965 --> 00:19:21,465
team.
417
00:19:21,525 --> 00:19:27,369
I grew up watching the Patriots go from Drew
Bledsoe in that game against the Jets through
418
00:19:27,369 --> 00:19:34,009
the Patriots era and watch them win all those
championships with different players for the
419
00:19:34,009 --> 00:19:35,849
most part every single time.
420
00:19:35,849 --> 00:19:41,335
In one of them, you have Chris Hogan, who was a
national lacrosse player, who they found,
421
00:19:41,335 --> 00:19:44,134
brought him in, made him a wide receiver, and
then they good.
422
00:19:44,134 --> 00:19:44,294
Okay.
423
00:19:44,294 --> 00:19:44,855
They win.
424
00:19:44,855 --> 00:19:46,934
And so I think it's about figuring out, okay.
425
00:19:46,934 --> 00:19:48,054
We're all here to win.
426
00:19:48,054 --> 00:19:49,174
What's the game we're looking to win?
427
00:19:49,174 --> 00:19:50,634
And then they need the right players.
428
00:19:50,694 --> 00:19:54,980
And I gotta make sure that we've got
redundancy, coverage, and what we're, you know,
429
00:19:54,980 --> 00:19:58,039
taking care of our people as we go and training
them.
430
00:19:58,099 --> 00:20:01,700
You know, I think training and the reason we do
so much training is like if you can teach
431
00:20:01,700 --> 00:20:03,720
someone to fish, they'll fish with you for a
life.
432
00:20:03,940 --> 00:20:04,099
Right.
433
00:20:04,099 --> 00:20:08,580
If you just give them a fish, then they're
going to say, okay, yeah, Ryan was good while
434
00:20:08,580 --> 00:20:09,960
he was giving me fish.
435
00:20:10,085 --> 00:20:13,285
And then he got busy and stopped giving me
fish, but this company is gonna give me fish.
436
00:20:13,285 --> 00:20:18,005
And then you kind of set up this instance of,
oh, when there's deal flow, I'll stay at that
437
00:20:18,005 --> 00:20:19,545
company, but when there's not.
438
00:20:19,605 --> 00:20:23,924
And we really, really harp on, you're gonna
come here to build deal flow.
439
00:20:23,924 --> 00:20:27,049
And then it's gonna be hard to like, why would
you go anywhere else?
440
00:20:27,049 --> 00:20:27,289
This is
441
00:20:27,289 --> 00:20:28,509
where the deal flow is.
442
00:20:28,650 --> 00:20:33,289
Speaking of develop I look at Serhance as, in
many ways, a tech company, and I see you as a
443
00:20:33,289 --> 00:20:34,910
tech CEO in hypergrowth.
444
00:20:35,210 --> 00:20:38,095
And one thing that's difficult is scaling your
team.
445
00:20:38,095 --> 00:20:41,954
You've got some incredible people like CTO
Coin, Josh, your president.
446
00:20:42,575 --> 00:20:45,694
How do you even know who to hire to get to next
level?
447
00:20:45,694 --> 00:20:47,554
Talk to me about scaling in hypergrowth.
448
00:20:47,694 --> 00:20:50,690
I can hire people to do everything but hire
people.
449
00:20:51,549 --> 00:20:56,029
And it's become something I've had to really,
really learn how to do.
450
00:20:56,029 --> 00:20:59,569
I am a big believer in homework.
451
00:21:00,269 --> 00:21:00,589
Right?
452
00:21:00,589 --> 00:21:05,154
Like, you've gotta show me that you can do the
job and not just tell me, and not just have
453
00:21:05,154 --> 00:21:07,394
other people tell me you can do the job.
454
00:21:07,394 --> 00:21:10,035
We use personality tests pretty heavily.
455
00:21:10,035 --> 00:21:10,434
Which one?
456
00:21:10,434 --> 00:21:11,255
We use Wimbush.
457
00:21:11,315 --> 00:21:13,555
We've just always had really good success with
them.
458
00:21:13,555 --> 00:21:15,234
That also tests for memory too.
459
00:21:15,234 --> 00:21:15,394
Right?
460
00:21:15,394 --> 00:21:16,115
We test for memory.
461
00:21:16,115 --> 00:21:16,994
We test for personality.
462
00:21:16,994 --> 00:21:20,134
And that also helps me understand where they're
gonna fit within culture.
463
00:21:20,410 --> 00:21:23,369
And you can know what type of person I am, and
you gotta do it for yourself too.
464
00:21:23,369 --> 00:21:23,609
Yeah.
465
00:21:23,609 --> 00:21:24,650
So you take a Wimbush test.
466
00:21:24,650 --> 00:21:27,450
I have a user manual on myself that the company
created.
467
00:21:27,450 --> 00:21:29,369
It's like the key to interacting with me.
468
00:21:29,369 --> 00:21:29,690
Exactly.
469
00:21:29,690 --> 00:21:30,410
It's pretty much.
470
00:21:30,410 --> 00:21:33,049
I have the, you know, I have the same thing so
that people can understand.
471
00:21:33,049 --> 00:21:38,005
When I do what Ryan tells me to do, he's still
gonna get irritated, Kind of, but here's why.
472
00:21:38,065 --> 00:21:40,785
And you gotta understand that based on
everybody else.
473
00:21:40,785 --> 00:21:45,585
And then we use different types of, you know,
systems to help us hire the right people to fit
474
00:21:45,585 --> 00:21:46,224
the team.
475
00:21:46,224 --> 00:21:48,005
It is a a sports team.
476
00:21:48,144 --> 00:21:51,980
And you have the the owner, head coach, the
general manager.
477
00:21:52,759 --> 00:21:56,619
You have all the other assistant coaches down
to all the players.
478
00:21:57,160 --> 00:22:03,420
You need all of them to win the games, but
they're all hyper specific in what they do.
479
00:22:03,544 --> 00:22:07,544
And so, you know, our CTO, I also have known
for a long time, and there's there's a loyalty
480
00:22:07,544 --> 00:22:08,845
and there's a trust there.
481
00:22:09,304 --> 00:22:09,704
Right?
482
00:22:09,704 --> 00:22:12,125
Josh, our president, we went out and searched
for.
483
00:22:12,664 --> 00:22:14,904
And he was somebody I never thought we could
ever get.
484
00:22:14,904 --> 00:22:17,384
Like, how How many people did you talk to
before you hired Josh?
485
00:22:17,384 --> 00:22:19,079
Like, how big was this process?
486
00:22:19,159 --> 00:22:19,980
It was terrible.
487
00:22:20,440 --> 00:22:22,679
And you talked to all nineties or you're kind
of
488
00:22:22,679 --> 00:22:23,000
a Yeah.
489
00:22:23,000 --> 00:22:23,480
Homework.
490
00:22:23,480 --> 00:22:23,980
Everything.
491
00:22:24,200 --> 00:22:28,759
It was hard to find somebody that could really
understand what we do, understand the growth
492
00:22:28,759 --> 00:22:32,279
and also come from a very senior level of, you
know, he was president of all with Keller
493
00:22:32,279 --> 00:22:32,519
Williams.
494
00:22:32,519 --> 00:22:35,055
I mean, that's a 180,000 agents based in Texas.
495
00:22:35,055 --> 00:22:36,414
We were here in New York.
496
00:22:36,414 --> 00:22:39,235
When I first started talking to him, we were
300 people.
497
00:22:39,695 --> 00:22:41,055
Why would you wanna do that?
498
00:22:41,055 --> 00:22:43,394
Unless you think there's a multibillion dollar
idea.
499
00:22:43,455 --> 00:22:43,934
Right?
500
00:22:43,934 --> 00:22:45,455
Unless you say that, okay.
501
00:22:45,455 --> 00:22:47,789
This is the next thing on on my list.
502
00:22:47,789 --> 00:22:48,990
I went from here to here to here.
503
00:22:48,990 --> 00:22:53,069
You know, no one wants to make a lateral move,
especially employees because you don't have to
504
00:22:53,069 --> 00:22:54,369
explain it down the line.
505
00:22:54,429 --> 00:22:58,429
I think when you have the right culture and the
right vision and then the right team, it's like
506
00:22:58,429 --> 00:23:00,130
Tom Brady going to Tampa Bay.
507
00:23:00,375 --> 00:23:01,115
Like, what?
508
00:23:01,255 --> 00:23:04,775
But clearly he saw something that said, that's
the championship team.
509
00:23:04,775 --> 00:23:07,174
I'm gonna add my ingredient into it, and we're
gonna do it.
510
00:23:07,174 --> 00:23:08,375
He did it that year.
511
00:23:08,375 --> 00:23:09,095
Fucking crazy.
512
00:23:09,095 --> 00:23:13,575
So hiring people, right, especially on on the
technology side.
513
00:23:13,575 --> 00:23:15,115
Well, I love a good outsource.
514
00:23:15,740 --> 00:23:16,140
Right?
515
00:23:16,140 --> 00:23:20,559
And I love variable costs, you know, especially
with developers.
516
00:23:20,619 --> 00:23:25,019
Like, I look at what some of our our
competitors have done and they bring so much on
517
00:23:25,019 --> 00:23:27,380
the books and they they have incredible
payroll.
518
00:23:27,380 --> 00:23:29,759
I because I feel like people think that
quantity.
519
00:23:31,065 --> 00:23:35,464
I feel like people think that quantity means
something, I think.
520
00:23:35,464 --> 00:23:36,984
When people ask you how big is your company?
521
00:23:36,984 --> 00:23:38,184
I have 300 employees.
522
00:23:38,184 --> 00:23:40,904
They don't ask necessarily how how how much
revenue do you have.
523
00:23:40,904 --> 00:23:41,404
Exactly.
524
00:23:41,464 --> 00:23:47,070
I think because I'm a salesperson, I wanna do a
1,000,000,000 a year as a salesperson of 1.
525
00:23:47,130 --> 00:23:51,390
All the salespeople that I have to have to be
able to do all of those sales means less
526
00:23:51,529 --> 00:23:51,930
revenue.
527
00:23:51,930 --> 00:23:53,869
And now I gotta manage all these people.
528
00:23:54,009 --> 00:23:56,970
I wanna have the leanest, most efficient team I
possibly can.
529
00:23:56,970 --> 00:24:02,134
If I can build a massive company with as few
people as possible, which is why AI is so
530
00:24:02,134 --> 00:24:04,294
important for us in everything that we do here.
531
00:24:04,294 --> 00:24:08,134
It just increases the value of all the people
who are here.
532
00:24:08,134 --> 00:24:12,075
And that allows you to scale your support your
support by by salesperson.
533
00:24:12,934 --> 00:24:14,559
You clearly are are
534
00:24:14,559 --> 00:24:19,140
are a great leader, but the mark of a level 5
leader is somebody that's able to eventually
535
00:24:19,200 --> 00:24:21,519
step out of the business and the culture is
infused.
536
00:24:21,519 --> 00:24:24,880
What do you need to do in order to create that
culture that survives yourself?
537
00:24:24,880 --> 00:24:28,515
I read from good to great as well and that that
level 5 leader.
538
00:24:28,894 --> 00:24:29,375
It's rare.
539
00:24:29,375 --> 00:24:30,815
It's an incredibly rare leader.
540
00:24:30,815 --> 00:24:31,315
Yes.
541
00:24:31,615 --> 00:24:36,335
I don't know if I'm a level 5 leader because
that level 5 leader isn't doing press about
542
00:24:36,335 --> 00:24:37,295
themselves all day.
543
00:24:37,295 --> 00:24:41,900
That's I think literally the difference between
level 4 and level 5 is level 5 is company
544
00:24:41,900 --> 00:24:45,819
first, you know, man or woman second, you know,
personality second.
545
00:24:45,819 --> 00:24:49,599
And unfortunately, we are a brand and a
business based on attention.
546
00:24:49,900 --> 00:24:56,424
I think 10 years ago, I think I I made the
realization that the product in sales used to
547
00:24:56,424 --> 00:24:59,325
be your skill set because that's how you get
business.
548
00:24:59,545 --> 00:25:01,865
Because people would say, hey, David.
549
00:25:01,865 --> 00:25:03,065
Who sold your place?
550
00:25:03,065 --> 00:25:03,945
He did a good job.
551
00:25:03,945 --> 00:25:05,144
Oh, I'm gonna go hire them.
552
00:25:05,144 --> 00:25:05,965
That was it.
553
00:25:06,025 --> 00:25:06,525
Okay?
554
00:25:06,585 --> 00:25:08,205
Your product was your skill set.
555
00:25:08,505 --> 00:25:11,019
Today, your product is attention.
556
00:25:11,640 --> 00:25:17,319
And if you can match attention with skill set,
then you win and you actually beat the person
557
00:25:17,319 --> 00:25:17,480
with
558
00:25:17,480 --> 00:25:18,619
a better skill set.
559
00:25:18,679 --> 00:25:21,579
Which goes back to your engagement of your
followers.
560
00:25:21,744 --> 00:25:24,944
It's not just you grew by 10%, but you grew by
4 times engagement.
561
00:25:24,944 --> 00:25:27,664
You're you're more, center of mind.
562
00:25:27,664 --> 00:25:29,585
So, anyway, I'm trying to be a level 5 leader.
563
00:25:29,585 --> 00:25:36,340
Eventually, we'll get us to a point where this
Ryan of Sirhan's can step out and that the
564
00:25:36,340 --> 00:25:39,299
brand can stand on its own outside of the guy.
565
00:25:39,299 --> 00:25:41,779
So when we first met 6 months ago, I went to
566
00:25:41,779 --> 00:25:42,340
your office.
567
00:25:42,340 --> 00:25:44,099
I saw, like, 50 pictures of you.
568
00:25:44,099 --> 00:25:47,299
I've never seen that in the business office,
and I'm like, wow.
569
00:25:47,299 --> 00:25:48,660
This guy's really into himself.
570
00:25:48,660 --> 00:25:53,444
But as I've got as I've gotten it as I've
gotten to know you, you're a very deep and
571
00:25:53,444 --> 00:25:54,325
empathetic person.
572
00:25:54,325 --> 00:25:58,884
Is the paradox there that it's a necessary evil
for you to go out and just brand the hell out
573
00:25:58,884 --> 00:25:59,285
of yourself?
574
00:25:59,285 --> 00:26:01,464
Like, dissect that that that contradiction
575
00:26:01,605 --> 00:26:02,345
in your personality.
576
00:26:02,700 --> 00:26:07,740
Our my personal brand and therefore our company
band brand is is what drives revenue.
577
00:26:07,740 --> 00:26:07,980
Right?
578
00:26:07,980 --> 00:26:08,940
It's what drives recruitment.
579
00:26:08,940 --> 00:26:10,399
You just embrace it essentially.
580
00:26:10,619 --> 00:26:10,859
Yeah.
581
00:26:10,859 --> 00:26:14,539
It it's what drives recruitment, retention, and
revenue.
582
00:26:14,539 --> 00:26:14,859
Right?
583
00:26:14,859 --> 00:26:18,654
If that's what's gonna make it happen, and
that's also what's going to inspire people.
584
00:26:18,654 --> 00:26:22,095
So the reason my photo is everywhere here is
because the agents It's a
585
00:26:22,095 --> 00:26:23,054
great photo, by the way.
586
00:26:23,054 --> 00:26:28,575
The agents who join the company and come here
to our headquarters almost kind of come into
587
00:26:28,575 --> 00:26:30,355
this space a little bit like a museum.
588
00:26:30,960 --> 00:26:31,359
Right?
589
00:26:31,359 --> 00:26:33,039
Every moment is a place to take photos.
590
00:26:33,039 --> 00:26:38,640
It's a little bit of a an homage to the last 15
years of my life, like, be in the room where it
591
00:26:38,640 --> 00:26:39,119
happened.
592
00:26:39,119 --> 00:26:39,599
Here it is.
593
00:26:39,599 --> 00:26:40,960
And also here's some history.
594
00:26:40,960 --> 00:26:44,559
Here's the reason why you're coming here
because Ryan sold this or he did that.
595
00:26:44,559 --> 00:26:46,154
There's photos of other people too.
596
00:26:47,115 --> 00:26:53,275
If the personal brand is what drives the
attention, which is the product, which brings
597
00:26:53,275 --> 00:27:00,970
in the business to allow you to retain so that
you can get the revenue, then I have to own it.
598
00:27:00,970 --> 00:27:02,250
Like, I would be an idiot.
599
00:27:02,250 --> 00:27:06,730
Did you ever, for a second, consider, having a
neutral name and not Serhant?
600
00:27:06,730 --> 00:27:07,529
I pushed for 1.
601
00:27:07,529 --> 00:27:11,210
I agree with the decision that we ended up
making, which is calling it Serhant with a
602
00:27:11,210 --> 00:27:11,710
period.
603
00:27:12,065 --> 00:27:15,125
But I really tried to call the company
sunflower.com.
604
00:27:15,664 --> 00:27:16,785
We had other names, man.
605
00:27:16,785 --> 00:27:18,944
I because I was like, what if something happens
to me?
606
00:27:18,944 --> 00:27:20,305
What if I do something dumb?
607
00:27:20,305 --> 00:27:21,105
And then it It
608
00:27:21,105 --> 00:27:23,759
does hold you to a higher accountability, your
name on it.
609
00:27:24,160 --> 00:27:25,920
I've I've talked to people with their names.
610
00:27:25,920 --> 00:27:28,180
Like, it it's a different level of commitment.
611
00:27:28,240 --> 00:27:28,640
Yeah.
612
00:27:28,640 --> 00:27:29,039
Listen.
613
00:27:29,039 --> 00:27:30,180
You see it in the show.
614
00:27:30,320 --> 00:27:33,059
You see it in my conversations with a lot of
the agents.
615
00:27:33,119 --> 00:27:35,359
Like, you Least to better decision making on
personnel.
616
00:27:35,359 --> 00:27:39,605
If if I owned a company that had a different
name other than myself, would I care as much?
617
00:27:39,605 --> 00:27:39,845
Yes.
618
00:27:39,845 --> 00:27:40,345
Probably.
619
00:27:40,964 --> 00:27:43,845
But when they're running around saying, hey.
620
00:27:43,845 --> 00:27:46,404
I'm so and so with SirHant, not, hey.
621
00:27:46,404 --> 00:27:53,784
I'm so and so with gpsrealty.com, forever the
reputation is set with that one sentence.
622
00:27:54,000 --> 00:28:00,019
And so I think we probably, from all of our
competitors, have the highest reputational
623
00:28:00,160 --> 00:28:05,700
standards because it's always gonna be sirhand
hired or sirhand fired.
624
00:28:06,615 --> 00:28:07,115
Right?
625
00:28:07,494 --> 00:28:11,595
Not x and x with company where Ryan Serhant is
the CEO.
626
00:28:12,214 --> 00:28:12,535
It's just
627
00:28:12,535 --> 00:28:17,015
a much easier There's no backing out of, when
it's your name's on the building.
628
00:28:17,015 --> 00:28:17,174
Yeah.
629
00:28:17,174 --> 00:28:17,914
No, man.
630
00:28:18,134 --> 00:28:23,400
So you are you you wear many hats, and I
consider you a branding genius.
631
00:28:24,420 --> 00:28:28,820
Tell me about what what is a brand
fundamentally, and how should businesses, maybe
632
00:28:28,820 --> 00:28:31,720
LPs, venture capitalists, think about building
their brand?
633
00:28:31,779 --> 00:28:33,080
So a brand is reputation.
634
00:28:33,634 --> 00:28:33,795
Right?
635
00:28:33,795 --> 00:28:38,674
If you think about the math, like math starts
with I mean, there's 2 types of brands.
636
00:28:38,674 --> 00:28:40,595
There's personal brands and there's product
brands.
637
00:28:40,595 --> 00:28:42,855
You know, there's like Phil Knight and then
there's Nike.
638
00:28:42,914 --> 00:28:47,174
So if we start with personal first, you've got
core identity.
639
00:28:47,590 --> 00:28:48,650
So who am I?
640
00:28:49,029 --> 00:28:50,549
That's most people don't know.
641
00:28:50,549 --> 00:28:51,769
Most people have no idea.
642
00:28:52,070 --> 00:28:56,070
Like, define yourself without using your name,
and try not to just talk about your job.
643
00:28:56,070 --> 00:28:56,950
That's weird for people.
644
00:28:56,950 --> 00:28:57,509
They have a hard
645
00:28:57,509 --> 00:28:59,930
time principles thing or what what is core
identity?
646
00:28:59,990 --> 00:29:00,914
Honestly, it depends.
647
00:29:00,914 --> 00:29:03,715
I think the easiest way for us to think about
it, especially when we're talking to
648
00:29:03,715 --> 00:29:09,715
salespeople, okay, is say, okay, you are what
you do and who you are.
649
00:29:09,715 --> 00:29:11,174
So what what is your and?
650
00:29:11,234 --> 00:29:13,875
You could have a 100 ands or try to pick 1.
651
00:29:13,875 --> 00:29:16,215
Try to pick 2 because there are riches and
niches.
652
00:29:16,619 --> 00:29:17,119
Right?
653
00:29:17,579 --> 00:29:19,180
Maybe your and is social media.
654
00:29:19,180 --> 00:29:21,339
Like, my and for a long time has been media.
655
00:29:21,339 --> 00:29:22,380
It's what we get hired for.
656
00:29:22,380 --> 00:29:23,740
It's why people come to this company.
657
00:29:23,740 --> 00:29:26,380
It's how we generate revenue.
658
00:29:26,380 --> 00:29:27,420
I mean, it's it's everything.
659
00:29:27,420 --> 00:29:27,660
Right?
660
00:29:27,660 --> 00:29:32,644
People come to us and say, well, I could go
everywhere else, but media sells.
661
00:29:33,025 --> 00:29:36,865
And if people aren't building media companies
that I don't know what they're really building
662
00:29:37,025 --> 00:29:39,525
and we are a media company that sells real
estate.
663
00:29:39,985 --> 00:29:42,305
So that's my that's my and, and people have to
figure it out.
664
00:29:42,305 --> 00:29:43,585
Maybe your and is tattoos.
665
00:29:43,585 --> 00:29:44,625
Maybe your and is kids.
666
00:29:44,625 --> 00:29:46,644
Maybe your and is kayaking or cooking.
667
00:29:47,190 --> 00:29:49,190
So really figure out what that core identity
is.
668
00:29:49,190 --> 00:29:51,750
Figure out how to define yourself without using
your name.
669
00:29:51,750 --> 00:29:54,470
Then you've got creating consistent awareness.
670
00:29:54,470 --> 00:29:55,909
So that's consistent content.
671
00:29:55,909 --> 00:29:57,909
That's doing a podcast and staying consistent
at it.
672
00:29:57,909 --> 00:29:58,389
It's social.
673
00:29:58,389 --> 00:29:59,029
It's LinkedIn.
674
00:29:59,029 --> 00:29:59,769
It's blogging.
675
00:29:59,909 --> 00:30:01,005
It's personal emails.
676
00:30:01,005 --> 00:30:03,164
Maybe your thing is in person events.
677
00:30:03,164 --> 00:30:05,265
You do a dinner once a month, but you're
consistent.
678
00:30:05,644 --> 00:30:10,525
And then part 3 to that math is creating what I
like to call, like, shouting it from the
679
00:30:10,525 --> 00:30:11,244
mountain top.
680
00:30:11,244 --> 00:30:13,440
No one cares about your successes more than you
do.
681
00:30:13,519 --> 00:30:14,799
So people have to know about them.
682
00:30:14,799 --> 00:30:17,839
Kind of going back to the original product,
product being skill set.
683
00:30:17,839 --> 00:30:23,119
Like, you gotta let people know that you are
skilled to match today's product, which is
684
00:30:23,119 --> 00:30:23,619
attention.
685
00:30:24,000 --> 00:30:25,759
So the skill set doesn't go away.
686
00:30:25,759 --> 00:30:29,924
It's just it's it's it's transferred
differently to your audience.
687
00:30:29,924 --> 00:30:34,804
And if you know your audience and you know your
target market, you know that community, then
688
00:30:34,804 --> 00:30:38,964
you can start to really, really, you know,
commoditize it, right, and and build it.
689
00:30:38,964 --> 00:30:42,585
On a product, we we try to always turn products
into people.
690
00:30:42,679 --> 00:30:43,579
So okay.
691
00:30:43,960 --> 00:30:44,940
10 x Capital.
692
00:30:45,480 --> 00:30:48,440
Is it you or is it really like, who is that
target?
693
00:30:48,440 --> 00:30:49,079
Who's the person?
694
00:30:49,079 --> 00:30:50,599
10 x is This is a core customer.
695
00:30:50,599 --> 00:30:51,079
It's Bob.
696
00:30:51,079 --> 00:30:51,900
It's Sally.
697
00:30:52,039 --> 00:30:53,160
What does she look like?
698
00:30:53,160 --> 00:30:55,240
What's her social media account look like?
699
00:30:55,240 --> 00:30:56,460
What is her core identity?
700
00:30:57,164 --> 00:31:00,684
If she was creating content awareness, what
would it be?
701
00:31:00,684 --> 00:31:01,005
Right?
702
00:31:01,005 --> 00:31:03,985
And how would Sally be amplifying her message?
703
00:31:04,205 --> 00:31:07,904
And you got to do that same math to then go out
and build the reputation.
704
00:31:08,045 --> 00:31:11,404
That way you can control your brand because
everybody has a brand whether they like it or
705
00:31:11,404 --> 00:31:11,609
not.
706
00:31:11,609 --> 00:31:12,970
They're either just in control of it or
707
00:31:12,970 --> 00:31:13,450
they're not.
708
00:31:13,450 --> 00:31:14,589
And final question.
709
00:31:14,890 --> 00:31:16,809
You live by this 1,000 minute rule.
710
00:31:16,809 --> 00:31:19,609
Tell me about that, and how has that evolved
over time?
711
00:31:19,609 --> 00:31:20,829
The 1,000 minute rule.
712
00:31:21,130 --> 00:31:22,509
I get flack for this.
713
00:31:22,730 --> 00:31:24,089
I appreciate you bringing it up.
714
00:31:24,089 --> 00:31:24,910
As an entrepreneur.
715
00:31:25,515 --> 00:31:25,674
Right?
716
00:31:25,674 --> 00:31:27,755
Like, I'm not no one tells me what to do every
day.
717
00:31:27,755 --> 00:31:28,075
I have
718
00:31:28,075 --> 00:31:31,674
clients who say you gotta be here by this time,
but that like, other than that, I wake up and I
719
00:31:31,674 --> 00:31:34,174
have to make my own life happen.
720
00:31:35,275 --> 00:31:39,369
And so I was trying to figure out a way to to
manage my time.
721
00:31:39,369 --> 00:31:40,430
Like, what do I do?
722
00:31:40,650 --> 00:31:44,490
And so I started with just kind of creating
what I call finder, keep, redoer, which was
723
00:31:44,490 --> 00:31:46,970
helpful for me to say every day.
724
00:31:46,970 --> 00:31:49,309
I'm gonna find business, keep business, do
business.
725
00:31:49,769 --> 00:31:53,025
I'm gonna CEO, COO, CFO every day.
726
00:31:53,025 --> 00:31:54,304
I gotta wear all 3 hats.
727
00:31:54,304 --> 00:31:56,144
So from 8 to 10, I'm gonna find business.
728
00:31:56,144 --> 00:31:58,944
From 10 to 12, I'm gonna keep the business I
have.
729
00:31:58,944 --> 00:32:03,025
And then from 12 to 5, I'm going to go and do
everything I gotta do.
730
00:32:03,025 --> 00:32:03,265
Right?
731
00:32:03,265 --> 00:32:08,440
And that kind of morphed into saying I got 14
140 minutes a day, 440 of those minutes roughly
732
00:32:08,580 --> 00:32:09,220
on average.
733
00:32:09,220 --> 00:32:10,380
I'm sleeping Yeah.
734
00:32:10,580 --> 00:32:13,720
At the gym, whatever, hanging out with your
spouse, kids.
735
00:32:13,859 --> 00:32:15,559
So I got a 1000 minutes to be productive.
736
00:32:17,220 --> 00:32:19,865
And how do I use those minutes as as dollars?
737
00:32:19,924 --> 00:32:21,125
So I wake up every day.
738
00:32:21,125 --> 00:32:22,724
I'm the CEO of my own Bank of Time.
739
00:32:22,724 --> 00:32:27,045
I have a 1,000 fresh dollars today, which helps
me be really, really smart with my time so I'm
740
00:32:27,045 --> 00:32:27,765
not wasting it.
741
00:32:27,765 --> 00:32:31,865
Because being wasteful with your time as I've
met more and more successful people in my life
742
00:32:32,085 --> 00:32:35,609
is probably one of the clear things they think
about and operate on.
743
00:32:35,609 --> 00:32:41,769
And then also helps me with, like, bad days or
bad phone calls because it used to be, you
744
00:32:41,769 --> 00:32:44,190
know, someone would be mad for 10 minutes.
745
00:32:44,410 --> 00:32:45,450
I just ruined my day.
746
00:32:45,450 --> 00:32:46,605
You ruined my week.
747
00:32:46,924 --> 00:32:48,065
That was you know?
748
00:32:48,365 --> 00:32:52,525
And now I'm throwing out $990 because you took
10 of them.
749
00:32:52,525 --> 00:32:52,845
We saw on
750
00:32:52,845 --> 00:32:54,204
the show you lost a large listing.
751
00:32:54,204 --> 00:32:55,884
How do you recover from that very quickly?
752
00:32:55,884 --> 00:32:57,085
Like, what's your best practice?
753
00:32:57,085 --> 00:32:57,884
Do you do yoga?
754
00:32:57,884 --> 00:32:58,865
Do you do meditation?
755
00:32:59,005 --> 00:32:59,244
Or I
756
00:32:59,244 --> 00:33:01,339
think a guy with a 1000 minute rule does yoga.
757
00:33:01,339 --> 00:33:02,880
Do you think I have time to do yoga?
758
00:33:02,940 --> 00:33:03,419
No.
759
00:33:03,659 --> 00:33:04,880
I wish I did yoga.
760
00:33:05,740 --> 00:33:11,519
I very specifically, I started doing this a
long time ago.
761
00:33:11,579 --> 00:33:12,079
Evolutionary.
762
00:33:12,619 --> 00:33:15,015
We are not built to remember pain.
763
00:33:15,015 --> 00:33:16,294
We're built to remember pleasure.
764
00:33:16,294 --> 00:33:16,615
Right?
765
00:33:16,615 --> 00:33:21,174
That's why we have kids, and we gotta
repopulate the earth as much as we can.
766
00:33:21,335 --> 00:33:22,534
So you don't remember pain.
767
00:33:22,534 --> 00:33:25,900
Otherwise, you wouldn't get on that bike
because you fell off that time and scraped your
768
00:33:25,900 --> 00:33:26,400
elbows.
769
00:33:26,460 --> 00:33:31,019
You're you would literally remember the pain
you had on your elbows and not just remember
770
00:33:31,019 --> 00:33:32,880
that you fell and that there was discomfort.
771
00:33:33,099 --> 00:33:34,380
You'd never get back on the bike.
772
00:33:34,380 --> 00:33:39,740
And so to get over those times, I wanted to
figure out how do I create muscle memory for
773
00:33:39,740 --> 00:33:42,075
getting over tough times?
774
00:33:42,375 --> 00:33:44,715
How can I be tougher than the tough times?
775
00:33:45,255 --> 00:33:48,715
And I literally go into my calendar 30 days
out.
776
00:33:49,015 --> 00:33:52,535
Like, if this was a terrible meeting, something
I hate, you just killed a deal for me.
777
00:33:52,535 --> 00:33:56,215
I would go into my calendar 30 days from today
at this exact same time, and I'd just say open
778
00:33:56,215 --> 00:33:56,549
me.
779
00:33:56,710 --> 00:33:59,130
And I would type about how much I hate you.
780
00:33:59,190 --> 00:34:04,070
Like, how much this sucks and this deal and
this, and it just unload in that calendar
781
00:34:04,070 --> 00:34:04,470
invite.
782
00:34:04,470 --> 00:34:06,710
And then what happens is 30 days goes on.
783
00:34:06,710 --> 00:34:07,210
Right?
784
00:34:07,509 --> 00:34:10,550
And then I wake up and I come to that day and I
see that calendar invite.
785
00:34:10,550 --> 00:34:11,534
I'm like, oh, damn it.
786
00:34:11,855 --> 00:34:14,174
And I open it and I feel one of a couple
things.
787
00:34:14,174 --> 00:34:16,494
1, now I don't care anymore because it's been a
month.
788
00:34:16,494 --> 00:34:17,775
2, oh, I fixed it.
789
00:34:17,775 --> 00:34:20,594
Oh, that deal did go through or I fixed that
problem.
790
00:34:21,214 --> 00:34:22,894
Or 3, it's still a problem.
791
00:34:22,894 --> 00:34:23,775
I gotta take care of it.
792
00:34:23,775 --> 00:34:23,934
Right?
793
00:34:23,934 --> 00:34:27,460
It's one of it's one of those 3, but now I have
new sites on it.
794
00:34:27,460 --> 00:34:31,700
And it and so now what happens is anytime that
thing happens, like if you watch the show, I
795
00:34:31,700 --> 00:34:36,099
think in the first episode, I feel like I'm
about to do a 200 plus $1,000,000 deal and the
796
00:34:36,099 --> 00:34:37,720
broker calls me and says, nope.
797
00:34:38,275 --> 00:34:43,635
And for a split second, I literally turn to
this wall in the Empire State Building and put
798
00:34:43,635 --> 00:34:47,175
my face on it and just hug the wall for a split
second.
799
00:34:47,315 --> 00:34:52,480
And what I'm really doing in that moment is
making a mental note, this bad thing just
800
00:34:52,480 --> 00:34:55,760
happened, which is telling my brain, you're
gonna get over it.
801
00:34:55,760 --> 00:35:00,239
Because one of the best pieces of advice I also
got getting into sales, which is a roller
802
00:35:00,239 --> 00:35:01,519
coaster of a life.
803
00:35:01,519 --> 00:35:01,839
Right?
804
00:35:01,839 --> 00:35:02,000
Yeah.
805
00:35:02,000 --> 00:35:02,319
You're up
806
00:35:02,319 --> 00:35:02,719
and you're down.
807
00:35:02,719 --> 00:35:03,760
You're up and you're down.
808
00:35:04,079 --> 00:35:12,144
Is this too shall pass, and bad days come and
go, and so do good days.
809
00:35:12,144 --> 00:35:16,625
That great deal you did, it's only as good as
as as far as the time you did it, and you're
810
00:35:16,625 --> 00:35:18,065
only as good as your last deal.
811
00:35:18,065 --> 00:35:20,239
You're You're only as good as your 10.99 in
this business.
812
00:35:20,239 --> 00:35:24,480
I think it also helps, personally, I found
surrounding yourself with level headed people.
813
00:35:24,480 --> 00:35:25,679
I have I have Curtis here.
814
00:35:25,679 --> 00:35:27,440
You know, I go through these He's super level
headed.
815
00:35:27,440 --> 00:35:27,840
He hasn't.
816
00:35:27,840 --> 00:35:29,199
He literally hasn't moved.
817
00:35:29,199 --> 00:35:33,119
These ups and downs, and then Curtis is like,
well, we have 75 LPs.
818
00:35:33,119 --> 00:35:33,974
We have this and this.
819
00:35:33,974 --> 00:35:34,375
I'm like, yeah.
820
00:35:34,375 --> 00:35:34,934
That's right.
821
00:35:34,934 --> 00:35:38,855
Like, not nothing really changed from the last
meeting, but but having that is like a nice way
822
00:35:38,855 --> 00:35:39,175
to
823
00:35:39,255 --> 00:35:42,855
It's anxiety too, not to cut you off, but,
like, one of one of the exercises they teach
824
00:35:42,855 --> 00:35:46,555
you if you have panic attacks is first you have
to sit, so you have to relax your diaphragm,
825
00:35:46,920 --> 00:35:49,659
And then you get a pen and paper, old school
style.
826
00:35:50,039 --> 00:35:54,219
And you on the left side of the paper, you
write down everything that's bad in your life.
827
00:35:54,440 --> 00:35:55,480
What is the panic from?
828
00:35:55,480 --> 00:35:56,760
Just you go through all of it.
829
00:35:56,760 --> 00:35:59,799
And then you do a big line, and then the right
side of the paper, you write down everything
830
00:35:59,799 --> 00:36:00,599
that's good in your life.
831
00:36:00,599 --> 00:36:06,214
And when you do it right, 90 9.9% of the time,
the right side of the paper is much longer.
832
00:36:06,214 --> 00:36:08,054
And you just have to be honest with yourself
that way.
833
00:36:08,054 --> 00:36:09,414
And by then, you've caught your breath.
834
00:36:09,414 --> 00:36:13,974
You've calmed down, and you realize, like, what
Curtis does for you.
835
00:36:13,974 --> 00:36:14,699
Oh, right.
836
00:36:14,940 --> 00:36:16,460
Things are great.
837
00:36:16,460 --> 00:36:20,619
And my worst day is her greatest day of all
time.
838
00:36:20,619 --> 00:36:23,579
It's like that meme where you see the guy in a
car is like, I hate my car.
839
00:36:23,579 --> 00:36:26,539
And then the person next to him on a bike who's
like, I wish I had a car.
840
00:36:26,539 --> 00:36:29,355
And then the person waiting for the bus is
like, I wish I had a bike.
841
00:36:29,434 --> 00:36:31,994
And the person walking by is like, I wish I had
money to afford
842
00:36:31,994 --> 00:36:32,474
a bus.
843
00:36:32,474 --> 00:36:32,974
Absolutely.
844
00:36:33,195 --> 00:36:36,734
And speaking of slowing down, you've built
these, like, 3 businesses.
845
00:36:37,355 --> 00:36:41,034
How do you make the decision on whether to go
wide and deep?
846
00:36:41,034 --> 00:36:45,929
And do you ever think I need to take 2 steps
back so I could go for that $10,000,000,000 or
847
00:36:45,929 --> 00:36:46,969
$1,000,000,000 development?
848
00:36:46,969 --> 00:36:52,090
Like, how do you look at what challenges to
take on and when to go forward, when to go back
849
00:36:52,090 --> 00:36:52,489
and plan?
850
00:36:52,489 --> 00:36:57,210
I mean, I made a decision a long time ago that
sales that's kinda why we started this
851
00:36:57,210 --> 00:36:59,369
conversation, but we're, you know, sales as a
service.
852
00:36:59,369 --> 00:37:04,795
Sales is our oak tree, and we can go build a
forest of those oak trees.
853
00:37:04,795 --> 00:37:09,195
I'm probably not gonna have this similar
success, right, if I go and try to make it
854
00:37:09,195 --> 00:37:13,355
apple orchard, you know, or an orange tree
farm.
855
00:37:13,355 --> 00:37:15,239
Like, I have oak trees.
856
00:37:15,239 --> 00:37:18,219
Those oak trees can then have branches or I can
have other oak trees.
857
00:37:18,440 --> 00:37:20,679
And so, like, along the lines of like the tech.
858
00:37:20,679 --> 00:37:20,920
Right?
859
00:37:20,920 --> 00:37:27,000
So like building simple, which is AI powered
back office support for sales people to buy all
860
00:37:27,000 --> 00:37:27,980
their time back.
861
00:37:28,119 --> 00:37:29,660
And I can empower humans.
862
00:37:29,800 --> 00:37:31,075
It's really what it does.
863
00:37:31,075 --> 00:37:36,434
So I can take a human support person who with
our competition can handle 4 to 5 salespeople a
864
00:37:36,434 --> 00:37:36,934
day.
865
00:37:37,235 --> 00:37:43,139
And using Surrhyant Simple, one human support
person can handle between a 100a120 salespeople
866
00:37:43,139 --> 00:37:49,699
a day because we've taken all of the tasks
custom based on the individual salesperson, and
867
00:37:49,699 --> 00:37:51,799
we've automated them using recipes.
868
00:37:51,940 --> 00:37:58,175
That is right now a pretty big branch of our
oak tree, but will soon become a separate oak
869
00:37:58,175 --> 00:38:00,114
tree in the same forest.
870
00:38:00,255 --> 00:38:00,574
Right?
871
00:38:00,574 --> 00:38:02,594
Kind of underneath our our holdco.
872
00:38:02,974 --> 00:38:03,295
But I
873
00:38:03,295 --> 00:38:06,335
wouldn't go out our identity as a sales
organization will never change.
874
00:38:06,335 --> 00:38:06,815
Correct.
875
00:38:06,815 --> 00:38:11,394
And which which also stops me from making
decisions that'll be a distraction.
876
00:38:11,889 --> 00:38:15,109
It's like the Steve Jobs quote where he says,
is this issue a focus?
877
00:38:15,250 --> 00:38:20,609
Like, I don't wanna be distracted by trying to
create a line of shoes just because I could.
878
00:38:20,609 --> 00:38:21,650
It's not what I do.
879
00:38:21,650 --> 00:38:23,269
I don't even have that many shoes.
880
00:38:23,329 --> 00:38:27,055
I think it becomes hard to focus if you don't
have that core core focus.
881
00:38:27,114 --> 00:38:30,715
If you don't have that core identity, you're
always kind of like the dog chasing the next
882
00:38:30,715 --> 00:38:31,035
car.
883
00:38:31,035 --> 00:38:31,195
You got
884
00:38:31,195 --> 00:38:32,255
to know what you want.
885
00:38:32,315 --> 00:38:33,595
Like, what do you want?
886
00:38:33,595 --> 00:38:37,755
Can you define the difference in your own life
between what makes you happy and what makes you
887
00:38:37,755 --> 00:38:38,255
joyful?
888
00:38:38,670 --> 00:38:41,409
Like, are you trying to be satisfied?
889
00:38:41,630 --> 00:38:43,089
Are you trying to be content?
890
00:38:43,230 --> 00:38:45,150
How do you define success?
891
00:38:45,150 --> 00:38:52,190
Like, these are big questions that I think most
people should try to answer because it'll help
892
00:38:52,190 --> 00:38:56,815
them with their own vision, You know, from
myself to you, to Curtis, to Danny.
893
00:38:56,815 --> 00:39:02,414
And when you can answer those big questions, it
just really, really helps that decision tree
894
00:39:02,414 --> 00:39:03,775
for everything else in your life.
895
00:39:03,775 --> 00:39:04,734
What restaurant to go to?
896
00:39:04,734 --> 00:39:05,789
This, this, this, you know?
897
00:39:05,869 --> 00:39:09,230
My mentor, Eric Anderson, taught me this
concept of building your last business.
898
00:39:09,230 --> 00:39:11,969
What business do you wanna work in the next 30,
40 years?
899
00:39:12,269 --> 00:39:16,829
And then go about building that, and then that
that leads to kind of, work life balance and
900
00:39:16,829 --> 00:39:18,074
and happiness in life.
901
00:39:18,155 --> 00:39:18,554
Mhmm.
902
00:39:18,554 --> 00:39:22,414
So on that note, I really appreciate you
jumping on the podcast.
903
00:39:22,554 --> 00:39:27,855
Obviously, I binged I came home at 3 AM or I
woke up at 3 AM to watch the show with Jessica.
904
00:39:27,994 --> 00:39:28,474
I heard.
905
00:39:28,635 --> 00:39:29,835
And we've binged through that and
906
00:39:29,914 --> 00:39:30,635
She's great, man.
907
00:39:30,635 --> 00:39:33,030
She comes across so great on camera.
908
00:39:33,030 --> 00:39:35,670
I love that she has, an arc as well.
909
00:39:35,670 --> 00:39:35,829
Yeah.
910
00:39:35,829 --> 00:39:39,910
You know, kinda starts, gets in the middle of
it, which is listen, it's a reality TV show,
911
00:39:39,910 --> 00:39:42,710
and then comes out strong, and I think the
future is super bright.
912
00:39:42,710 --> 00:39:44,150
And then you get people that root for you.
913
00:39:44,150 --> 00:39:45,512
Like, you don't wanna be one note.
914
00:39:45,672 --> 00:39:45,912
Yeah.
915
00:39:45,912 --> 00:39:46,233
Yeah.
916
00:39:46,233 --> 00:39:49,353
And she's really evolved, and I really
appreciate your your faith in her as well.
917
00:39:49,353 --> 00:39:50,873
And, thanks for jumping on the podcast.
918
00:39:50,873 --> 00:39:51,407
Thanks, man.
