Guests: Shon Kokoszka, Daniel Ramsey
Recorded: July 11, 2019

Excerpt

Get ready for another compelling conversation about leverage & team-building with “Real Estate Unicorn” Shon Kokoszka. MyOutDesk’s CEO and co-Founder, Daniel Ramsey talk to Shon about how he has helped thousands of teams capture the elusive “unicorn”: earn millions while working a regular 40-hour (or less) work week!

Shon shares so much useful information, from business plans to organizational charts and compensation tiers that will help you keep your top talent. He talks about the best practices they have gleaned from years of experience and have been tested and tweaked with 10’s thousands of people.

When you go through business planning, all goals can be accomplished with the right plan. It doesn’t have to be 10-15 pages long. It just needs to have all the right elements. In fact, you can have everything you need in just one page. You can get your free download HERE.

Shon is a trainer, consultant, and coach for real estate agents worldwide. Shon leverages his 25 years of Real Estate sales and marketing experience to increase your production through his systematic approach. Shon Kokoszka is a John Maxwell certified coach and highly regarded presenter that has committed his life to motivate others to succeed. With more than 20 years of business experience, including hundreds of millions of dollars in closed sales, Shon knows what it takes to set big goals and exceed them. As a business owner, he has compiled an impressive record of growing businesses, developing teams, and delivering exceptional client service. As a coach and mentor, he has inspired thousands of top performers through his insights, experience, and energy.

Transcript

00:00:05:20 – 00:00:32:15
Daniel Ramsey
Hey, everybody. Daniel Ramsey here with MyOutDesk. I’m really excited today because we are live on Facebook. We have a lot of good stuff going on today. I’ve got a good friend, Shawn DeCosta from Icon Coaching Group and we’re going to cover some crazy good stuff, man. Real quick, this is $1,000,000,000 guy. What I love about him is over 4000 transactions in his history.

00:00:32:15 – 00:00:58:13
Daniel Ramsey
So he’s somebody who’s done it. Been there, as, you know, MyOutDesk. We love, love, love bringing experts in. And here’s the point. He’s a coach and everybody needs a coach. Everybody and all of our clients who having the most success I mean, I’m seeing clients who are doubling their business, tripling their business by getting the right leverage and having the right team and no one better to help you do that than a coach.

00:00:58:13 – 00:01:01:14
Daniel Ramsey
So today we’ve got Shawn. Shawn, thanks for joining us.

00:01:02:02 – 00:01:03:00
Shon Kokoszka
It’s my pleasure, Daniel.

00:01:03:15 – 00:01:08:07
Daniel Ramsey
And we’re going to do some good stuff together. What are we covering for our audience today?

00:01:08:18 – 00:01:26:16
Shon Kokoszka
We’re going to go through business planning. First and foremost. I think all goals are accomplishable. You just need the right plan. And yet most people, they have a business plan that’s ten, 12, 15 pages long. It takes you 2 hours to read it, let alone know what to do with clarity once you’re done reading it. Right. So we’re going to go through a format of a one page business plan.

00:01:26:16 – 00:01:45:11
Shon Kokoszka
Second, we’re going to show you how you’re going to marry that business plan to what your future organizational chart needs to look like. And then finally, we’re going to talk about how to retain your team right through applying the right compensation models, because we’ve all been there where you attempt to build a team, you pull somebody and you pour into this person.

00:01:45:11 – 00:01:53:10
Shon Kokoszka
You had so much value through education, they find traction, they start getting some success, and then they get drunk on the wine of their own success. And then what do they do?

00:01:53:20 – 00:02:01:08
Daniel Ramsey
They leave you and start being your worst competitor because they know all of your secrets and they know how you sell and they know everything that you do.

00:02:01:15 – 00:02:19:22
Shon Kokoszka
Right. And Daniel, they say, Oh, that’s the best compliment somebody can give me is that I trained them so well. They go out and and they succeed on their own. Come on, give me a break. That’s B.S. and nobody wants that, right? Seriously, I’m going to show you how to retain top tier talent through your compensation models. I’m going to show you how to get them to act like an owner.

00:02:20:04 – 00:02:27:15
Shon Kokoszka
I’m also going to show you how to get them focused on keeping expenses as low as possible and the net profits as high as possible.

00:02:28:03 – 00:02:51:16
Daniel Ramsey
Okay. So that’s a lot. That is going to be a lot. Guys, if you’re listening right now and you’re live with us on Facebook or you registered for our webinar, go ahead in the comments, type your name where you’re from, say hello to Shawn. We want this to be interactive. So if at any point, regardless of where we are or what we’re talking about, you have a question or you want to get caught up.

00:02:52:05 – 00:03:05:07
Daniel Ramsey
Please, please give us a just go in the comments and chat. And so tell us where you’re from. How hard is it? What? It’s summertime, right? Shawn Like, it’s probably really hot where you are right now.

00:03:05:07 – 00:03:10:05
Shon Kokoszka
I’m down in Austin, Texas right now, and it’s it’s going to be about 95 today, from what I understand.

00:03:10:18 – 00:03:38:01
Daniel Ramsey
But the humidity kills you there. I mean, I’ve been there is hot anyway. I’m in beautiful Sacramento, California, where it’s nice and breezy and perfect California weather. Okay, so what I’m what I’m really excited about is Shawn actually runs a coaching platform, has a team, and in his history he’s been the president of Maps Coaching. Now, if you’re not familiar with Maps, here’s something that’s crazy.

00:03:38:01 – 00:04:12:09
Daniel Ramsey
They’ve coached over 4000 different agents at a particular time. And so you know, at any time they had over 4000 people coaching with them. And what that does in terms of a mindset and I was thinking about this and if you get $8 million guys together and they they start patting each other on the back and a little circle and you start talking about org chart and how their revenue you’ll get crickets the second you say guys can you pull out your 1040 and share your tax returns because let me tell you, it is hard to build $1,000,000 team.

00:04:12:09 – 00:04:36:02
Daniel Ramsey
It is hard to double your revenue. And Shawn is going to go over that and he’s touching on the most important things. So we’ve got Debbie from Denton, Texas, Woo and Mike Ito. He Mike’s one of our buds. We love Mike from my our desk. Mike is a great guy. Okay, so, Shawn, we are ready. You’re going to launch in and you’ve got a slide show.

00:04:36:10 – 00:04:58:11
Daniel Ramsey
But before we get going, if you stay to the end, we’ve got a landing page for Shawn. It’s really complicated. It’s my I’ll just dcoms Shawn and he spells his name the right way. sh0n Shawn. So if you stay to the end, we’re going to give away. What are we giving away? Shawn It’s kind of. It’s your thing, so I want you to talk about it.

00:04:58:14 – 00:05:21:15
Shon Kokoszka
And my pleasure. We’re going to give you the what I call the leads $2 lead conversion program. Now, this is based on the proven best practices and guys that split test to the moon and back with tens of thousands, if not hundreds of thousands of leads to tweak it. Plus, it changed the the language patterns such that we could get the highest level of conversion out of the leads that were coming in.

00:05:21:15 – 00:05:45:10
Shon Kokoszka
So what I’ve developed is a five step lead conversion formula for lead follow up that’s going to get you to double, triple, quadruple your lead conversion percentages. Now, I work with some of the highest producing teams on the face of the planet. In fact, I’ll give a shout out to Mark Spain. He has the highest producing team in the world, frankly, and they happen to be one of my clients.

00:05:45:10 – 00:06:12:08
Shon Kokoszka
I work with their teams. I work with their lead or their buyer specialist teams, their listing specialist teams. And when we have applied these techniques, these strategies as their assay team is quadrupling their conversions. So stick around to the end because you’re going to get a free download like it’s about a 18 minute audio, it’s a 25 page workbook that goes along with this, and you’re going to understand that five step formula on how to convert leads at a very high level.

00:06:12:21 – 00:06:24:12
Daniel Ramsey
That’s awesome. You know, it’s funny, Shawn, we didn’t plan this, but Mark, Spain and I are buds and we’re and if you’re training they’re assays, that means you’re training our virtual assistants, which is awesome.

00:06:25:09 – 00:06:37:08
Shon Kokoszka
By the way. They are so darn good. They I mean, they attend these coaching calls. They’re just plugged in, man, and they’re implementing these strategies just so quickly. And the conversion rates, I mean, they’re soaring.

00:06:37:20 – 00:07:00:00
Daniel Ramsey
Well, what’s funny is I mean, we’re not even we’re not talking about this, but we’ve in the last 24 months, tripled. There is a team with our virtual assistants as they’ve expanded out. And so to hear that you’ve been coaching our folks, it’s just it’s a good synergy. And I think one place that everybody kind of is curious about my our just is like, can your essays really convert?

00:07:00:00 – 00:07:02:00
Daniel Ramsey
And so you have direct experience with that.

00:07:02:16 – 00:07:06:03
Shon Kokoszka
100%, yes. And especially after they’ve gone through the training with, okay.

00:07:07:12 – 00:07:09:11
Daniel Ramsey
Here we go, rock and roll energy.

00:07:09:11 – 00:07:10:02
Shon Kokoszka
No doubt about it.

00:07:10:09 – 00:07:24:06
Daniel Ramsey
All right. Good. Let’s dove in because we’ve got the, you know, a lot of good stuff to cover and we only have an hour. So let’s do this. Mike says, what’s up? I guess Mike Marino just had dinner with you last week.

00:07:24:17 – 00:07:30:09
Shon Kokoszka
Oh, nice. Like, how are you?

00:07:30:09 – 00:07:51:21
Daniel Ramsey
Yeah, exactly. Exactly. Okay, cool. Let’s launch in, man. Let’s get those slides rocking and rolling. And guys, again, lots of value. This is specifically so that you can grow and double your business while taking more time off, having more relationships with your people and just having a more beautiful life, really. So, yeah, we’re ready to roll.

00:07:51:21 – 00:08:11:04
Shon Kokoszka
But all right. Well, let’s dove into it. So first off, what I would do is just walk you through a very simple model toward mastery. So I’m going to go ahead and share this model. It’s going to get you hyper focused on what you need to do to improve yourself. Because I’m a firm believer that your business, your production, your profit, frankly, is going to grow to the extent that you grow.

00:08:11:04 – 00:08:17:09
Shon Kokoszka
So we really start by focusing in on foundation. Daniel, can you just verify that you can see foundation on your screen?

00:08:17:09 – 00:08:19:09
Daniel Ramsey
Yeah, we’re good, man. We’re seeing it on.

00:08:19:11 – 00:08:44:24
Shon Kokoszka
So there’s four categories to foundation. It’s first your knowledge, knowing what to do, knowing how to do it. Also knowing what to say right next is your skills, knowing how to do it, how to say it, and then finally, your your mindset. Obviously, I believe 90% of business success comes from your mindset and then your habits. Now, there’s a guy from Alexander who said people do not decide their future.

00:08:45:00 – 00:09:06:12
Shon Kokoszka
They decide their habits, and then their habits decide their future. Now, most of us, especially real estate agents, tend to form habits without any intention whatsoever. So it’s really about bringing conscious awareness to the activities that are worth building habits around to apply discipline, willpower to the point that you own those habits. Now I’m just going to digress and tell quick story.

00:09:07:02 – 00:09:24:23
Shon Kokoszka
It’s one of the greatest aha I’ve ever had in my life and it has to do with habit formation. Now, my wife and I are high school sweethearts. We met in the seventh grade and we started dating when we were 16 years old, married at age 21 and happily married today, 28 years. Right now, I’m going to go back to when we were 17 years old.

00:09:24:23 – 00:09:39:16
Shon Kokoszka
We decide we’re going to go see a movie and we visit her older sister. She’s four years older and her new boyfriend. I hadn’t met this guy yet and I agreed I would drive and I go over to pick them up. And I got to tell you, Daniel, this dude came out of the house. This guy is built and he’s got muscles and muscles, right?

00:09:39:21 – 00:09:55:06
Shon Kokoszka
Seriously, biceps the size of my thighs. And I’m like, and I want to look like this guy. So I got to know him a little bit. His name is Paulo, and I said, Hey, Paul, tell me, how often do you go to the gym? Every day. Every day? Seriously, how long is your workout? He said, Well, at least 2 hours.

00:09:55:06 – 00:10:11:11
Shon Kokoszka
Is it 2 hours every day, Paul? I said, How do you find the motivation to do that? I mean, I’m 17 years old and I have a lot of responsibilities, right? And yet I’m having a hard time getting there once, twice, maybe three times a week. How do you do it every day for 2 hours? And he looked at me like I was crazy and going, This was the aha moment, right?

00:10:12:02 – 00:10:34:09
Shon Kokoszka
Said John. It’s just something I do. We all get the point, right? I mean, he’s brought that activity to the point of automaticity. This is who Paul is. This is what Paul does. And guess what? Paul gets to look the way Paul looks, right? It’s part of his self-image. His paradigm is, is that I work out 2 hours every single day, and he’s formed that habit.

00:10:34:09 – 00:10:59:23
Shon Kokoszka
Now, what I want to do is I want you to look at that through the lens about your business. Right? Meaning what is that activity or those activities that when you bring that to the point of automaticity, that your business gets to look the way you want it to look, right? So part of the coaching, we do it out here at Icon is helping develop this conscious awareness around what habits a real talk needs to possess.

00:11:00:09 – 00:11:27:22
Shon Kokoszka
So with the right foundation, well, obviously you can build a businesses as tall as you like or as big as you like to build. So the next phase as we move toward mastery is this phase of pipeline. Now, this is your outbound lead generation. This is your open house strategies, your door knocking, if that’s what you do, calling for sale by owners, expired listings or your Facebook ad strategy or your Instagram strategy, whatever that is, it’s going to fill your pipeline.

00:11:28:06 – 00:11:46:23
Shon Kokoszka
So we help realtors just identify the proven best practices, the best ways to generate leads and fill that pipeline. Now, this is also has to do with your lead followup, which is why you’re going want to stick around till the end to get that link so that you can download that simple proven five step formula on lead conversion.

00:11:46:23 – 00:12:04:01
Shon Kokoszka
Now, those with tenacity, those that can hang in there and grind it out, you’re going to you’re going to bust through to this next phase that I call momentum. And Daniel momentum is a great place to be in it. Yeah. Oh, my goodness. Certainly at my desk, you guys are in momentum. You guys are flourishing. You’re thriving. Right.

00:12:04:07 – 00:12:24:19
Shon Kokoszka
And you’re helping a lot of people in the process. Obviously, you can’t grow if you’re not adding value. So there’s no doubt about that. Now, momentum, it’s a really fun place to be. It’s also kind of a terrifying place to be. So because most realtors that get to this level of momentum, what they do is they they fall victim to, you know, just the 80% works that I’m talking about.

00:12:24:19 – 00:12:48:06
Shon Kokoszka
The greatest principle we’ve got the the 8020 rule. And in real estate, you’re 20%. See, 20% of your actions will yield at least 80% of your results. And those activities that are going to move the needle for you are really quite simple. First, to practice your skill every single day, talking about your scripts, your dialog, your objection, handlers knowing what to say, knowing how to say it.

00:12:48:06 – 00:13:12:09
Shon Kokoszka
Right, and yeah. And so and the second point, by the way, there’s just five things. So practice it’s like it would be lead generation. Third is lead follow up and conversion. Fourth is going in appointments and best is negotiating contracts. Those are the five things that are going to actually increase your production. And what happens when they get to this phase of momentum, though, they begin focusing on the 80% stuff, you know, that stuff that needs to be done.

00:13:12:19 – 00:13:34:06
Shon Kokoszka
Yet it doesn’t necessarily move the needle. They’re not dull, unproductive activity. So they’re doing transaction management. They’re the negotiating inspections, they’re doing all the things that need to be done. Yet they’re not doing the lead generation. So they get to this phase of momentum and unfortunately they fall backward in the model. Don’t that they fall back the pipeline because they stopped those five things.

00:13:34:13 – 00:13:39:10
Daniel Ramsey
They should be hiring us to do all that stuff for them. I mean that’s, that’s, that’s what we do, man.

00:13:39:18 – 00:13:56:05
Shon Kokoszka
Yeah. So they have a terrible month in, say, January, right? Yeah. Throughout that terrible month in January, they’re lead generating like crazy and they jump into momentum for February. Yet throughout the month of February, they’re stuck down in the weeds, they’re holding the hands of the clients. And then in March, they’re back down the pipeline now. Oh, April’s good.

00:13:56:23 – 00:14:15:24
Shon Kokoszka
May’s terrible. June is good. And that’s a short road to burnout. There’s a lot of anxiety, a lot of stress. So we have to recognize that in this model, it’s not an or meaning a not a lot of people say, well, I’m in pipeline or I’m in momentum and that’s not how this works, right? No, it’s not a rung of the ladder that you leave behind.

00:14:15:24 – 00:14:40:17
Shon Kokoszka
You’re just adding momentum to your current model. Right. Meaning you’re in foundation and you’re in pipeline and you’re in momentum. Now, once we get you to momentum and I can coaching will get you there, especially with the help of of my out desk, no question to leverage off some of that 80% stuff so you can stay focused and pipeline those again that understand this very simple concept of leverage.

00:14:40:17 – 00:15:12:01
Shon Kokoszka
We’ll get to momentum and stay in momentum. So there’s four categories of leverage. First is through models. Second, systems, third technology, and then finally, people. And that’s where my desk really is a lot easier on your pocketbook to leverage through people. So when I talk about models, I’m talking about your economic model, your budget model, your lead generation leads follow followup and conversion models as well as your compensation models for for your teammates, which we’re going to get into the latter part of our discussion today.

00:15:12:11 – 00:15:34:03
Shon Kokoszka
Now systems now system. To me, it’s nothing more and nothing less than a standardized process that produces a consistent and predictable result. You do it the same way every time to get that consistency in your business. Now you modify it only for the natural behavioral tendencies of your prospect right technology. Here at Icon, we met the best technologies.

00:15:34:03 – 00:15:58:22
Shon Kokoszka
We only recommend technologies that are going to bring you the highest return on investment and then finally through people. My Odesk is a fantastic solution and I got to tell you, probably 60, 70% of the ICOM coaching community leverage is through my out desk. So guys, it’s a great solution to the people problem because most top producers, they don’t have a lead generation problem, they don’t necessarily have a lead conversion problem.

00:15:59:07 – 00:16:15:24
Shon Kokoszka
What they have is a talent problem, a people problem. And Daniel and his team obviously solve a lot of that for us now years later. Ultimately we’ll reach this level of mastery. To me, it’s a lifetime journey. I don’t know about you, Daniel, yet. I feel like the more I know, sometimes, the less I know, right?

00:16:16:15 – 00:16:50:04
Daniel Ramsey
Yeah. You know. And sometimes when you hit that mastery thing, you’ve got to go back and you’re like, Wait a minute, what were the habits and what was I doing in order to get this momentum and build back? Like, this is a constant reshuffling, I think, in your business career and every time you hit a particular revenue mark, you know, it almost feels like you’ve got to rebuild a new foundation, create a new pipeline, create new momentum, because, you know, and you can almost use this for every every style or leg of your business.

00:16:51:03 – 00:17:04:08
Daniel Ramsey
Yeah, I love this. And it’s a very simple model that anybody that is listening right now can write down and say, I wonder what my habits and mindset, knowledge, what my pipeline looks like, what the momentum looks like. This is awesome.

00:17:05:07 – 00:17:23:04
Shon Kokoszka
Thank you, Daniel. And you know, when you were talking, it seems like every time you reach the next benchmark, that next level of success, it’s like you have to kind of recreate the wheel a little bit. What you’re referencing is what I have coined be the what, how and who paradox, meaning the combination of what you do, how you do it, and who you do it with.

00:17:23:04 – 00:17:40:20
Shon Kokoszka
But got you your current level of success as it doesn’t automatically just more for transform into a better combination of what you’re doing, how you’re doing it, and who you’re doing it with. That’s going to get you to that next level of success, right? So we’re constantly focused on what you’re doing, how you’re doing it, who you’re doing it with to get to the next level of success.

00:17:40:20 – 00:18:06:00
Shon Kokoszka
And by the way, for most of you, if your business isn’t where it could be or should be right now, you’re probably just missing a key relationship, somebody that you can leverage through to get some of these tasks done. Now, by the way, Daniel, at my desk, you guys do things like digital marketing, right? You do lead generation lead conversion, you do Facebook ads, you do all kinds of stuff that that will help fill that pipeline up.

00:18:06:00 – 00:18:06:06
Shon Kokoszka
Right.

00:18:07:02 – 00:18:16:07
Daniel Ramsey
Yeah. And and to be honest, we’re like everybody who’s on this call. We’re a business and we’ve got to focus on these fundamentals in order to grow.

00:18:17:01 – 00:18:36:22
Shon Kokoszka
Undoubtedly. Undoubtedly. Okay. So what I want to do is I want to shift gears a little bit. I want to teach you or talk to you about the icon methodology of how to move through the three phases of business development. So there’s the phase which we all start in, right? I’m an independent agent. I’m all by myself and nobody to leverage to some of you are there right now and that’s okay, right?

00:18:36:23 – 00:18:55:03
Shon Kokoszka
It’s okay. We all start there. Every master was once a disaster, right? So we all started this ice age and then we we shift into this we phase. We found some success. We found some traction. Right. And now we’re in a position that we can begin leveraging off a lot of that 80% work. And we’re doing it together now.

00:18:55:03 – 00:19:16:22
Shon Kokoszka
Ultimately, I believe it’s a business minded individual. Their goal would be to replace themselves in the organization as quickly as possible, to really step over that line so that they need your phase where you’ve successfully leveraged through models, systems, technology and people to where you can still make money. It’s kind of like the Robert Kiyosaki cash flow quadrant.

00:19:16:23 – 00:19:17:23
Shon Kokoszka
Are you familiar with that, Daniel?

00:19:18:07 – 00:19:19:07
Daniel Ramsey
Oh, yeah. Oh yeah.

00:19:19:19 – 00:19:36:18
Shon Kokoszka
There’s the four quadrants. It’s a square like this and it’s divided into four squares and in the upper left hand quadrant, it’s the E quadrant. I’m an employee. I work hard for somebody else, and that’s how I make my money. Now, the challenge in that is somebody else is determining your income right then of course, the lower left would be the the S Quadrant.

00:19:36:18 – 00:19:55:17
Shon Kokoszka
As Robert Kiyosaki tells it out, it’s the self-employed quadrant. And most of the people on this webinar right now are listening to it. You’re in that s quadrant. Self-employed is a great place to be, right? They get into that quadrant because they want three things. First, they want freedom. Second, they want flexibility. And third, they want financial wealth.

00:19:56:06 – 00:20:36:24
Shon Kokoszka
Now, the challenges they choose freedom and flexibility first and therefore never get around to financial, well chosen discipline first. I know this sounds like an oxymoron. These words don’t even belong in the same sentence yet. Discipline will give you all the freedom, flexibility and wealth that you can handle. Right. So so into that that they do it phase though is what we’re talking about in the upper right hand quadrant in this office model is the B quadrant that you truly own a business and you’ve leveraged model systems, technology and people to make money and then ultimately to get into the lower right quadrant is the eye quadrant where your money works for you, where you’ve

00:20:36:24 – 00:20:56:08
Shon Kokoszka
invested it appropriately and you don’t need the business anymore because of the residual income that you’re gaining. There’s several ways to do that in real estate. So let’s hop through the how to get there. Now, here’s the proprietary business planning methodology of icon coaching. We call it the e t a a traditionally that stood for estimated time of arrival.

00:20:56:20 – 00:21:22:08
Shon Kokoszka
And very similar to that your business plan and this structure will allow you to arrive where you want to arrive when you want to get there. And now the ETR in our world stands for expectation, targets and action, not expectation. It’s, in my opinion, just a simple, a better word for the word goal. So I think especially in our industry, the word goal is way overused.

00:21:22:08 – 00:21:48:17
Shon Kokoszka
And when I personally set a goal, it almost creates this feeling of uncertainty. Like I think I might not actually accomplish that. On the other hand, when I set an expectation, it shifts my mindset, it shifts my energy, and I just magically expect it to happen, right? So second would be targets. Now a target is an interim expectation that is measurable, yet it’s not grounded in a singular activity.

00:21:49:00 – 00:22:18:14
Shon Kokoszka
Many things must happen for a target to be accomplished and then will outline actions under each target. These are in fact singular activities that are measurable because we can’t manage what we don’t measure and we’re applying leverage to each of the actions when appropriate. It’s also going to create alignment within your organization. So if you’re an agent and you’ve leveraged through people and you’ve got this team, when you apply this methodology to it, I promise you it’s going to run like a well-oiled machine.

00:22:18:14 – 00:22:39:06
Shon Kokoszka
Everybody in the team is going to know what’s expected of them when it’s expected by, and there’s accountability associated with this methodology. It’s really quite simple. I think you’re going to be so let’s dove into it and let’s just say that I’m an individual who has a team. I’m focused on building a business. So first we’re going to create what I call the CEO ETF.

00:22:39:21 – 00:23:05:02
Shon Kokoszka
I want you to view this kind of like the team or organizational business plan that is controlled and developed by the leader of this organization. So let’s apply this toward real estate. And by the way, Daniel, I’ve taught this methodology when I consulted with companies like McDonald’s and Panasonic T mobile sports clips, Genentech and about a thousand other companies you’ve never heard of before.

00:23:05:07 – 00:23:16:21
Shon Kokoszka
However, I promise you that when this methodology was applied there, they found streamline, they found success, they found efficiencies. And it’s going to work for you as a real estate agent as well.

00:23:17:01 – 00:23:38:22
Daniel Ramsey
Well, in Shawn and what I’d like to point out about this particular slide is, you know, real estate isn’t a complicated business. You got everybody who’s listening right now. You can do it on a one sheet just like we’ve got here. Target one, target two, target three. I mean, it literally can be as simple as a single sheet that is reported on once a week or every day.

00:23:39:06 – 00:23:43:02
Daniel Ramsey
And I think the simplicity of this form is is the beauty of it.

00:23:43:17 – 00:24:00:22
Shon Kokoszka
Yeah, I agree. Daniel. So you’re not taking this business plan to a business bank to get a business loan, right? So you don’t need executive summaries and pie charts and graphs and all this other complicated, confusing crap. What you need is clarity, right? So so what we’re going to do is we’re going to build this out. And I’m just going to fill in some examples.

00:24:00:22 – 00:24:21:22
Shon Kokoszka
Now, when I’m filling in, it doesn’t much matter because I’ve never created one that looks exactly like another bank. So let’s just say that my intention or my expectation is to close 100 transactions this year. Now we do recognize listings are leverage. So Target one is always going to be around listings. I’m going to be a little bit listing heavy 6040.

00:24:21:22 – 00:24:48:20
Shon Kokoszka
So my first target is to close 60 listings. Now remember a target is an interim expected portion that’s measurable, yet it’s not grounded in a singular activity. So many things must occur for you to close 60 transactions, right? So we’re going a high level. Remember, this is the business business plan that the actual organization business plan. So the high level of points we’re going to outline here and I’ll just put them up right now.

00:24:48:20 – 00:25:12:06
Shon Kokoszka
First, based on closing ratios, we recognize that we need to get 75 listing appointments. We need to develop a follow up, a nurturing plan, so that we can capture those that aren’t ready to list with us right now. And then we’re going to outline what tools, models and systems we need in order to accomplish the target. Now you’ll notice here that I’ve identified the by who and by when out in the right columns.

00:25:12:06 – 00:25:25:19
Shon Kokoszka
Right. So in this case, I’ve identified Bill, who’s a talented listing agent on the team, and I’m going to assign that target to Bill. Now, the best part about Bill’s job is what? Yeah, that it’s Bill’s job.

00:25:27:09 – 00:25:31:08
Daniel Ramsey
As a say. He knows exactly what he needs to do too. That’s the other best part about it.

00:25:31:20 – 00:25:50:07
Shon Kokoszka
And what I mean by that is you can’t come in and say, Bill, Bill’s going to succeed or fail at his own merit right. You can’t be the knight in shining armor riding in on the white horse to pull Bill up out of the trenches. Rather, Bill is chosen for a specific reason. Right? So we’ve got to identify the right talent and lean in to that talent.

00:25:50:16 – 00:26:06:22
Shon Kokoszka
Let them do the job and let them do it at a high level and then compensate them appropriately for it. Okay, second target was to close 40 buyers. We’ve identified Jane Jane as a talented buyer agent on the team, and we’re going to assign that target to her. She’s going to say, okay, I need to get 60 buyer agency contracts.

00:26:06:22 – 00:26:24:09
Shon Kokoszka
I need to develop my lead and nurturing plans and campaigns. And I’m going to outline to the CEO and to the business what tools, models and systems I need in order to accomplish my actions and target. Okay, then, John, who’s going to be over or over operations? In fact, Target three, we can just write the word leverage, right?

00:26:24:09 – 00:26:43:07
Shon Kokoszka
Because it’s leverage the model systems, technology, people and drones can help us control that. So we’re going to build out our future organizational chart. We’re going to develop our recruiting models to fill that organizational chart and identify the tools based on the feedback from the listing division, the buyer division. And we’re going to focus on marketing plan under operations.

00:26:43:07 – 00:27:01:08
Shon Kokoszka
Now, let’s set that aside just for a second. As I said, this is the organizational business plan. And let’s talk about Bill for a second, Bill, as the department head over listings. So we’re going to assign target number one to Bill. And when we do that, guys, pay attention because here’s where the magic happens, okay? This is where you create the alignment within the team.

00:27:01:15 – 00:27:31:02
Shon Kokoszka
And when we assign that target to Bill, that target becomes Bill’s expectation. The three actions we’ve given to Bill become his three target positions, and that’s top down at first that it becomes bottom up. We meet in the middle because Bill is then going to outline the actions required for him to get 75 listing appointments. He’s going to outline the actions associated with his lead, follow up and nurturing system, and then he’s going to articulate well what are the tools, models and systems he needs in order to accomplish his job.

00:27:31:20 – 00:27:46:22
Shon Kokoszka
So you ultimately end up with a separate business plan for Bill, a separate business plan for Jane and a separate business plan for John. However, they’re all in absolute alignment with the organizational business plan. Daniel Any questions for me based on what you’re seeing?

00:27:47:09 – 00:28:15:05
Daniel Ramsey
Well, I think this is awesome. And I just want to again point out the opportunity here for the listeners. You know, you’ve set the targets as the CEO and then you’ve asked your people to tell you what your what they’re going to do in writing and by when. And I think that is a big missing step that we have in our industry because, you know, we’re all like you said, we’re all super agents who come in.

00:28:15:07 – 00:28:42:03
Daniel Ramsey
Here’s the plan, here’s the CRM, here’s the follow up techniques, here’s what you got to do. And then the listing person and the buyer’s person is like, Well, I don’t want to really do those things. And so what you’ve just done is given somebody a roadmap for that buy in piece. When you make your own plan as the listing specialist on the team or the listing person, the person that’s driving listings and you made the plan automatically the CEO has the kind of buy in that is non purchasable.

00:28:43:05 – 00:29:05:22
Shon Kokoszka
Undoubtedly. So we’re going to treat these people like owners even though they have no stock nor equity. I’m going to show you how to do that with a results driven compensation model here and a little bit. Yeah, the question I have for you first is, does your current organizational chart match your 2019 expectation? And I asked that question of a lot of people and they say, well, I hope so.

00:29:06:12 – 00:29:28:07
Shon Kokoszka
I don’t know. I don’t know. So let’s let’s break this down. So you not only have you created a one page business plan for the leadership team, you’ve also created your future organizational chart. So let’s take a look at the traditional organizational chart, right? That top circle or that top square, it generally says CEO or founder or maybe president or something like that.

00:29:28:07 – 00:29:50:01
Shon Kokoszka
Right. Rather, let’s take the year from the ETA. The expectation, and let’s make that the top circle on the organizational chart. By the way, that’s you. You represent the expectation of your organization, your first key hires or your key hires would be your team one or your late lead listing specialist. Your second direct report would be your lead buyer specialist.

00:29:50:08 – 00:30:14:11
Shon Kokoszka
Your third direct report would be your operations manager. And remember, the best part about their job is that it’s their job. So they’re going to go out and identify the talents appropriate to fulfill the expectations of their division. And remember, we identify the right talent, then we lean into that talent. We hold them accountable to the results of the organization.

00:30:14:22 – 00:30:23:04
Shon Kokoszka
Now, let’s let’s talk about this word just for a second success. And Daniel, real quick, let’s just pause for a second. I want you to give everybody your definition of this word.

00:30:23:19 – 00:30:48:03
Daniel Ramsey
Oh, yeah, man. It’s always growth and serving people are our number one. Core value is to act as a servant’s heart and and really kind of pour love into, you know, not only we have two clients, we serve our virtual professionals and then we have our actual clients, the folks that pay those bills. And so our definition is being able to serve, you know, at a high level a lot.

00:30:48:18 – 00:31:10:07
Shon Kokoszka
I love it. It’s a fantastic definition. And Daniel, I think you would agree with me that if you had the time and actually took the time and asked a thousand different people what their definition of this word is, you’d probably get back around a thousand different responses, right? Yeah. So I found that to be confusing. Right? I thought, well, if I understood this word, if I understood the definition of it, well, then maybe I too could be successful.

00:31:10:07 – 00:31:32:04
Shon Kokoszka
So I went to Webster’s Dictionary, I looked it up and the definition is really quite simple. Success is getting what you want, right? Not what somebody else wants or thinks you should want. It’s getting what you want. So I just want to point out that point of differentiation, because what I’m about to say and what I’m about to demonstrate to you, some of you, this is nowhere near what you want.

00:31:32:04 – 00:31:51:21
Shon Kokoszka
And I get that yet. I’m going to go deep and I’m going to show you the current. Well, not the current yet the the appropriate. And what I call the iconic organizational structure. I’m going to take you through the evolution of how to get there and just recognize you can stop anywhere in this organization structure and be very successful.

00:31:52:02 – 00:32:16:02
Shon Kokoszka
It’s just it’s all about getting what you want. All right. So first off, here’s the organizational chart. And before your mind goes into way overwhelm and say, I don’t want that kind of responsibility, I just want to show you how easy this is actually to develop it. First off, you as the CEO, the team leader, the very first hire for anybody, in my personal opinion, should be that of a transaction manager.

00:32:16:13 – 00:32:34:01
Shon Kokoszka
Now, I’d encourage you to outsource that. At first, because there are companies out there and a flat fee model and a results driven model. Contingency model, right. That’ll charge you anywhere from I founded as low as $200 on the low end, as much as $700 on the high end, depending on the level of service that they’re going to provide to you.

00:32:34:08 – 00:32:57:11
Shon Kokoszka
Yet you can delegate off a lot of that transaction management. Now, once you get to three transactions per month, then it makes sense to actually hire that person on staff, right? Because the challenge with outsourcing transaction coordination is that that’s all they’re ever going to do for you is transaction coordination. And the rail tour is so busy, focused on where I’m getting the next listing, where I’m getting the next buyer show and home’s listing.

00:32:57:11 – 00:33:21:21
Shon Kokoszka
I mean, you’re just busy. They have a really hard time implementing a lot of the strategies and tactics that we share with them because they’re just busy. So this person at three transactions per month, sure, they’re going to do transaction a couple of hours every day and yet you’ll have them 5 to 6 additional hours to help you with the implementation and deployment of other lead generation strategies and tactics to really grow your production and profit.

00:33:22:10 – 00:33:41:23
Shon Kokoszka
So it makes sense to pull them in-house. So that’s your first key hire and they’re going to take a lot of that 80% stuff right off your plate. The second key hire, and this is a mistake that most agents make. They go out and they hire a buyer agent. And it seems logical, it seems intuitive, meaning I recognize the person that controls the listing, controls the market.

00:33:42:06 – 00:34:04:17
Shon Kokoszka
I recognize that every time they take a listing, I know employed everybody that’s part of my association to help me sell this house. Right? So listings are leverage and the smart realtors are going to want to focus their energy and their time on listing lead generation and they want to delegate off that buyer side and they want to just immediately hire by your agent and say, okay, you’re over the buyers, I’m over the listings now go out and conquer the world.

00:34:04:17 – 00:34:29:03
Shon Kokoszka
And unfortunately that person fails miserably because they haven’t been trained appropriately on how to do it. So rather I say bring that person in first as a showing partner. I say So I say in the icon world stands for inbound sales associate, there’s somebody who’s going to field incoming calls. They’re going to do the lead follow up and conversion with one intention to set buyer appointments.

00:34:29:15 – 00:34:49:03
Shon Kokoszka
Now, once they set an in-office buyer appointment, they’re going to shadow you specifically during the initial counseling session. They’re going to just be a fly on the wall. They’re not allowed to speak unless spoken to, and they’re going to watch you do what you do. They’re going to help you prepare the buy your agency agreement, what you present it to the buyer and get it signed.

00:34:49:13 – 00:35:04:16
Shon Kokoszka
Now, once it’s signed, then they’re going to take them in their car. They’re going to take them all over town and they’re going to show them homes until they find the right one. As a sidebar comment, by the way, I wouldn’t allow them to leave a current showing appointment without scheduling their next so they get together with this buyer.

00:35:04:16 – 00:35:20:18
Shon Kokoszka
They show them three properties, none of which work. Then they set their next appointment, even if they have nothing to show them. You’ll go out and you’ll find it right? Meaning your research for sale by owners. Your research old expired listings. And so just as a tip, if you’ve got a buyer right now, many of you do that.

00:35:20:18 – 00:35:38:13
Shon Kokoszka
You don’t have the right properties to show them. You’ve shown them everything available. You just haven’t found it yet. Do a search in MLS yet. Don’t do a search for active listings. Do a search with their criteria and put in expired, canceled and withdrawn and do the research. Contact those people and say, I’ve got a buyer. Are you ready to sell?

00:35:38:13 – 00:35:53:14
Shon Kokoszka
Right. You’ll find something to show them. So back to showing partner that once they find the home that the person wants to buy, they’re going to bring it back to the office. They’re going to help you write the contract. You’ll be able to train them on the way you want it done. They’re going to watch you present it to the buyer, to the listing agent.

00:35:53:14 – 00:36:19:10
Shon Kokoszka
That’ll be part of the negotiations. And you’re really setting this person up for success now at this point, because you’re doing the lion’s share of the work, the splits, what I would recommend is 85% of the below line, meaning after your brokerage splits, 85% goes to the company and 15% goes to the showing partner. And I would say the minimum they’re going to do three transactions this way before you promote them to buyer agent.

00:36:20:00 – 00:36:42:21
Shon Kokoszka
And now they’re set up for success. You’ve you’ve done the lead conversion with them. You’ve taken them through the initial counseling session and they’ve gone out and shown the homes. Now, here’s the funny part about real estate. To me, it’s the especially the buyer side, the business is that the most time consuming part of the buying process, which is showing homes, actually requires the least amount of talent.

00:36:42:21 – 00:37:01:04
Shon Kokoszka
Anybody can show a house, a dog can show a house. The house sells itself. Right. So you at this stage, you’ve leveraged off the showing part, which is the most time consuming. Now, what you’ve got to do is you’ve got to reallocate the time you have otherwise been showing homes back into the 20% effort. Practice, lead, generate lead follow up.

00:37:01:12 – 00:37:20:20
Shon Kokoszka
We’re going appointments, negotiating contracts, right to reallocate that time. So once you’ve promoted them to buyer agent, this is a happy day because now they’re going to do their own lead conversion. They’re going to do their own appointments, their own showings and their own contracts. Right. And you’re focused on the listing lead generation. Now, the next phase is the hire of what I call an OSA.

00:37:20:22 – 00:37:40:02
Shon Kokoszka
Now, this is something that my out this can definitely help you with. This individual is going to be contacting expired for sale by owners. They’re going to be doing circle prospecting even contacting your past clients and sphere of influence saying Sean asked me to give you a call. Right so my oldest can help you with this. You can also hire this person in house.

00:37:40:08 – 00:37:56:16
Shon Kokoszka
And I think for first hire it might be better to hire them in the house so that you can personally work with them, get them trained up. Because once they’ve reached a certain benchmark and let’s call it five signed listing contracts, then what you’re going to do is you’re going to promote that OSA to what we call lead OSA.

00:37:56:16 – 00:38:24:17
Shon Kokoszka
This becomes one of the direct reports that is going to help your company quickly. So once we promote them to lead OSA guys, their job description and their compensation model shifts pretty dramatically. So as a lead OSA, their number one priority is recruiting, second is training, third is coaching. So they’re going to hire additional OSA is to join the team, they’re going to train them, they’re going to hold them accountable and they’re going to retain them to the team.

00:38:24:17 – 00:39:00:15
Shon Kokoszka
Okay. Now, as I said, their compensation model is going to shift dramatically. Let me share you one of the greatest ahas that our clients get. And I’m just going to give it to you right now, so tune in. Okay. That is when we compensate our teammates based on their personal production. Well, you already know they’re forced to focus on their personal production when we compensate our mid-level management based on the production of their department or others, well, then they start realigning their focus to growth, to scale ability, and they want to hire as many people as possible.

00:39:00:15 – 00:39:17:20
Shon Kokoszka
So essentially the compensation model for the junior OSA position would be 15% of the gross commission income. The Lito OSA is going to take 10% of the commission and the company is going to retain 75% of the commission. And I want you to view that part of the model like this. I’m a licensed realtor in the state of Colorado.

00:39:18:04 – 00:39:39:00
Shon Kokoszka
And if I called you today and I said, Listen, I just set a listing appointment for you Saturday morning, 10:00, I’ve asked the 22 pre qualifying questions. They are motivated, they’re hot to trot and if they list with you, will you pay me a 25% commission? Of course. Everybody who’s listening to this or watching this would say, Sure, Sean, I’ll be a 25% commission.

00:39:39:00 – 00:40:09:03
Shon Kokoszka
Right? So I want you to view that part of the model just like that. What they’re doing is they’re referring business to you and you’re paying them 25% for it. So next hire on the business development side, once that OSA reaches a certain benchmark and let’s call it five signed listing contracts, they have a choice. They can either stay as an OSA or they can take the next logical step in their transaction and transition toward a higher level of income and transition to a showing partner.

00:40:09:03 – 00:40:29:13
Shon Kokoszka
So upon five signed listing contracts, they’ll be promoted to showing partner. They’re going to report directly to your first buyer agent hire. Now here’s the fun part is you’ve now leveraged the training of that individual through your buyer agent, because that buyer agent’s going to do exactly what you did for them with their issuing partner. You’re tracking with me, Daniel.

00:40:30:03 – 00:40:50:07
Daniel Ramsey
Yeah, I get it. You’re you’re basically giving them a hierarchy of opportunity as they as their skills improve. You’re giving them somewhere to move, retaining them in the business and opening up new opportunity within the business so they can make more and grow as a as a person and as they can just grow their career.

00:40:51:02 – 00:41:20:02
Shon Kokoszka
Well said, Daniel. Well said. So that that junior OSA, by the way, has now created a new space in your parking lot to develop cyber listings. And, you know, if you get five more signs out there tomorrow, well, of course, your buyer agent starts going underwater a little bit, the leads start rolling in. So it makes sense for them to transition from G or OSA to showing partner, because now the need for the for the buyer’s agent to leverage is there.

00:41:20:13 – 00:41:40:06
Shon Kokoszka
So this is where the model really becomes self propelling. The more listings you get, the more buyer lead you get, the more buyer lead you get, the more buyer agents you need and so on and so forth. Right? So once that sharing partner has obtained at least three signed buyer agency and buy, sell agreements, then you’re going to go out and promote that showing partner to buyer agent.

00:41:40:18 – 00:42:04:03
Shon Kokoszka
In so doing, you’re going to take that first buyer agent. You’re going to promote them to lead a buyer agent so you can see how this model starts to make a lot of sense, right? So as lead by your agent, their job description and their duties as well as their compensation models have shifted dramatically. So how it works on the buy side of the business and by the way, the buyer side of your business is never going to be as profitable as the listing side of your business.

00:42:04:03 – 00:42:23:07
Shon Kokoszka
We just have to accept that there’s too many managers involved, too many people involved. So we’re going to go 15% to the showing partner. We’re going to go 35% to the buyer agent. You say, I can’t hire people at 35% guys. They don’t have to show homes. They don’t have to work weekends or evenings. They’re leveraging off the most time consuming task for a showing partner.

00:42:23:07 – 00:42:44:01
Shon Kokoszka
And as a direct result, they’re going to double their production. I don’t know about you. I’d rather double my production getting 35% per transaction rather than keeping a larger piece of the pie. So we’re after people who aren’t focused so much on the size of the piece of pie they get. Because in this model, what they have to recognize is that you’ve got a couple of times workers in the back.

00:42:44:01 – 00:43:05:01
Shon Kokoszka
I mean, you’re pumping out pies like crazy, right? So they’re going to get. Yeah, sure. A smaller piece of the pie yet they’re going to get a smaller piece of many, many, many pies. So a buyer agent leveraging through a showing partner inside of this model should be able to do 4 to 6 transactions every single month and lead by our agent going to be focused on recruiting.

00:43:05:11 – 00:43:24:21
Shon Kokoszka
They’re helping the lead. OSA bring in more OSA is because they recognize they’re going to come over the showing partner be promoted to buyer agent lead by our agent. The way is going to get 10% of the gross commission income of every buyer agent and showing partner on the team and then we just focus on scalability at this point.

00:43:24:21 – 00:43:45:00
Shon Kokoszka
We’re going to get you an executive assistant at this point. This person’s going to manage your email inbox. They’re going to set your appointments for you to pick up your dry cleaning and bring you lunch every day because you’re still going on listing appointments at this phase of your growth and your estate teams that up multiple listing appointments for you week after week after week and you’re just going in and knocking it apart.

00:43:45:16 – 00:44:00:04
Shon Kokoszka
All right. So then we’re going to bring on a marketing coordinator. They’re going to help us fill up the pipeline even faster than happy day. By the way, this is the hire of your first listing specialist, and you’re going to, of course, go on appointments with them first. You’re going to teach them exactly what it is that you do.

00:44:00:10 – 00:44:18:06
Shon Kokoszka
And the listing specialist, by the way, this is a salaried position and you’ve got the revenue at this point, the pay a salary, and I would recommend around 50,000 per year and then 10% of the gross commission income and when you approach it that way, rather than on a results driven commission model, you’re going to be money ahead every single time that you’re going to promote that.

00:44:18:06 – 00:44:40:14
Shon Kokoszka
Listings, missions, the lead listing specialist and another listing specialist. You just focus on scalability. Take a look at Mark’s main. We mentioned earlier he’s got over 100 agents on his team right now. And really the only difference between Mark Spain and you is that middle level of management. He’s identified the right talent and he lets them succeed or fail on their own merit.

00:44:40:14 – 00:45:00:22
Shon Kokoszka
And he’s identified the right talent. So I recognize we’re getting a little bit short on time. So let me dove into this compensation model. Now, this I call the iconic net profits interest compensation model. And you as the agent for that middle tier of your organizational chart, let’s for example, let’s talk about the lead buyer agent for a moment.

00:45:01:14 – 00:45:23:05
Shon Kokoszka
As I mentioned, the splits would be for the showing partner. They get 15%, the buyer’s agents get 35%. The lead buyer partners is going to get 10%. So that’s what they’re going to leverage to really pay their bills through this process. And we’re going to give them net profits interest, which is an annual bonus once you’ve closed out the books for the previous year.

00:45:23:21 – 00:45:44:20
Shon Kokoszka
So let’s just say that the buyer team, before I promote, I’m going to just use some run numbers here and I’m going to look at what I would be satisfied with. Let’s just say that if I net 100,000 and the buyer division, then I’d be a pretty happy person. Okay, so I’m going to set a floor at 100,000, meaning the first 100,000 net to the organization from the buyer division.

00:45:45:03 – 00:46:06:21
Shon Kokoszka
That’s my money. I deserve it. I built this company. I’m the one taking the risk. And you’re not going to get a bonus on any portion of that first hundred grand. Okay. That anything above 100,000 net to the organization I’m going to pay you blank percent. And at this point, you have no ceiling. You can build this big of a bonus as you want.

00:46:07:00 – 00:46:23:08
Shon Kokoszka
It’s just a matter of identifying the right talent and training them up, holding them accountable and coaching them through the process. So let’s say that this person is a person of talent and they take it from $100,000 net to 1.1 million net, which I helped many clients do that on their buyer division as well as their listing division.

00:46:23:19 – 00:46:42:00
Shon Kokoszka
So you’re to get them and let’s just use 20% as a gift. As an example, you’re going to give them 20% of anything that above 100 grand. They not 1.1 million after several years of doing this, you’re going to write them a check for 200 grand. As a bonus, however, you get to retain the other 800,000 and the first 100,000.

00:46:42:12 – 00:47:05:13
Shon Kokoszka
So they’re pretty happy. You’re pretty happy. As I said, there’s no ceiling and we’re going to vest them after five years. So this is a retirement plan for this individual as well. So after five years, they’re vested, they could quit. They could go sit on a beach somewhere. And you’re always going to write them that check year after year after year, provided the buyer division of your organization is profitable above 100,000.

00:47:06:04 – 00:47:27:12
Shon Kokoszka
However, at the moment that they choose to leave, they’ve now put a ceiling on their net profits interest bonus the moment that they choose to leave. They’ve now walked away from that 10% gross commission income that they’re earning from the production of the buyer’s agents. And they’ll have to identify their own replacements. So they identified this replacement at 1.1 million.

00:47:27:21 – 00:47:58:05
Shon Kokoszka
That replacement comes in. They assume the role of buyer agent. They assume the 10% gross commission income and they’re going to be paid 8%. I would recommend 20% of anything net above 1.1 million. Now, not only have you engaged a couple of talented people here, you’ve treated them like partners, like owners, yet they have no stock nor equity in your organization, and they’ve got every reason to help you scale this and blow it up in a powerful way.

00:47:59:01 – 00:48:19:14
Shon Kokoszka
So again, if this person takes over at 1.1 million, they’re going to get 20% of anything above that. Obviously, they’re focused on keeping expenses as low as possible, net profits as high as possible. However, if that replacement begins to fail, what do you think their predecessor is going to do? Daniel Let’s say instead of 1.1 million net, it looks like they’re going to net 800,000 that next year.

00:48:19:14 – 00:48:21:24
Shon Kokoszka
What’s their predecessor going to do?

00:48:21:24 – 00:48:30:01
Daniel Ramsey
Yeah, they’re going to come back. They’re going to come back in and fix it. And not you, the CEO, I mean, because it’s going to be in their interests to fix it.

00:48:30:09 – 00:48:46:11
Shon Kokoszka
That’s right. So could come in. They might fire that person or demote them, take back over, build it back up to at least 1.1 million and then identify a new replacement. Or they’re going to coach that person up. They’re going to come in, they’re going to roll up their sleeves. They’re going to get them back up to 1.1 million because now it’s their bonus you’re messing with, right?

00:48:46:23 – 00:49:11:10
Shon Kokoszka
Right. So you’ve given yourself a layer of insulation so you don’t have to get sucked back into this business. Now, obviously, these are some some higher level business building concepts. And and if you feel a little bit confused right now, you know, that’s okay. And by the way, if you think maybe you want some help in really scaling your operation to really become an icon, there’s a very simple way that you can reach out to us for help.

00:49:11:10 – 00:49:27:24
Shon Kokoszka
And we’re here to help. You know, like like Daniel, we’ve got a servant’s heartland. When you’re winning, we’re winning. So if you’re serious about growing your business, we’re serious about increasing your production and your profit, and you’re not kidding yourself. Do me a favor. Just grab. Grab yourself right now. I just want you to send a text message.

00:49:28:08 – 00:49:53:22
Shon Kokoszka
This will give you an opportunity to self schedule. What we call a discovery college really discover is coaching right for you is icon right for you? Are you right for icon and really determine? Do you qualify for our coaching programs? So I’ll ask that you text one simple word. It’s discovery to this six digit number. It’s 888111. It’s a discovery 2888111.

00:49:54:20 – 00:50:01:21
Shon Kokoszka
And I see that my decimals type that in the footnotes.

00:50:01:24 – 00:50:26:12
Daniel Ramsey
We’ve got it out there. We’ve got it out there for the audience. Shawn, we’re going to wrap up. We’ve got about 5 minutes left if you’re listening. Well, I personally have learned a lot. And I think you’re if you’re on this call, there’s lots going through your mind about what what your org chart needs to look like, what you’re you know, what you need to be focused on in order to grow.

00:50:26:12 – 00:50:50:12
Daniel Ramsey
And this profit interest compensation plan, interestingly enough, we’ve never had anybody on. Explain the details of that before. So this is a first for my desk and I want to thank you, Sean, for doing that real quick. What what in your opinion, Shawn, as we’re waiting for the questions to come in, what’s the most important out of this entire presentation that you kind of landed on?

00:50:51:09 – 00:51:14:23
Shon Kokoszka
Well, I think they all kind of have to work in concert a little bit, don’t they, yet? Really? I think the most important thing for you to take away from this is to bring conscious awareness to the habits required for you to increase your production and your profit. So first, identifying what activities are worth building habits around and then apply discipline toward owning that habit.

00:51:14:23 – 00:51:48:03
Shon Kokoszka
Now, I’ve done a lot of research around habit formation. In fact, that quote from Alexander, that experience I had with Paul literally shaped my life and my trajectory because, excuse me, the old adage was that it takes 21 days to form a habit. Right? Right. When I was collaborating with Gary Kessler and Jay Papazian in the writing of the one thing we couldn’t find any research that suggested that it takes 21 days to form a habit in the research we did find, by the way, was outdone by a guy named Megan Oaten out of University College of London in Australia.

00:51:48:10 – 00:52:08:00
Shon Kokoszka
And then there’s the book Power of Habit by Charles Duhigg. Yeah, and, you know, just scoured through that stuff. Their research is going to suggest that it takes 66 days on average to form a habit on the low end. The research suggests that it takes 18 days to own a new habit, and on the outside it was 254 days.

00:52:08:06 – 00:52:29:06
Shon Kokoszka
Yet the 66 days represented the average of the group or that sweet spot, right? So to come up with a tracking method which we’ve developed here at Icon Coaching, to apply that discipline every day for 66 days in a row. And then you brought that to the point of automaticity. So for some of you, some of those habits might be just having ten conversations.

00:52:29:06 – 00:52:46:10
Shon Kokoszka
I have conversations every single day and every time you do that, we’ve got a habit tracker. Okay? So it’s a one form sheet. It’s got 66 boxes on it. At the bottom, there’s a bunch of affirmations that’ll keep you focused and have information. Yet every day you do that activity, then you’re going to put an X on that box.

00:52:46:20 – 00:52:54:21
Shon Kokoszka
Now then what happens to your energy? What happens your motivation, momentum toward this morning, this habit, once you put like ten boxes in the well.

00:52:55:06 – 00:52:56:21
Daniel Ramsey
Yeah, yeah. You don’t want to stop.

00:52:57:06 – 00:53:14:04
Shon Kokoszka
You don’t want to stop. And by the way, that methodology came from a guy named Jerry Seinfeld, believe it or not. Yeah, yeah. So before he was Jerry Seinfeld, he said, you know, the only thing I have to do is write one funny joke every day and then committed to memory. You know, think about the compounding effects of doing just one thing.

00:53:14:04 – 00:53:42:24
Shon Kokoszka
Write every day after 30 days, get a full stand up routine. Right after three years, you get the Seinfeld show and you get started and, you know, becoming a celebrity and all of that in the in the process. So if it’s just ten conversations a day or maybe it’s, you know, five personal notes every day or whatever it is for you, it becomes kind of you’re just like, you write a book, I’m going to call it just because every every month, by the way, I get to interview what I call an icon of our industry.

00:53:42:24 – 00:53:58:20
Shon Kokoszka
I do it on a free webinar just like this. Right? And you can register for that by simply going to icon coaching our ecom. It’s absolutely free to attend. Yet these are people that are crushing at real estate and they’re opening the kimono saying Now here’s my failures, here’s my successes, here’s what I’d recommend for you to do.

00:53:58:20 – 00:54:19:11
Shon Kokoszka
And again, it’s free for you to attend. And every one of those people, I say, how did you achieve the success that you’ve achieved? And their response is pretty common. I just blank you follow me. So I want to write a book called Just and I want to outline, okay, pick one thing and do it at a very high level on a very consistent basis.

00:54:19:11 – 00:54:22:05
Shon Kokoszka
And you’ll find the success that you’re after, no doubt about it.

00:54:22:16 – 00:54:54:23
Daniel Ramsey
Yeah. Yeah, I love it. Okay, guys, thanks for staying to the end. We’ve got Lenny who he has a buying question and I can’t if somebody wanted. We’re going to give you guys a spot to check out not only Sean’s company and and get that discovery call, definitely text. But we’re going to give away that free. You know, the audio book leads to dollars so it’s just my out forward slash Sean essay and we’re going to share that list with him.

00:54:55:05 – 00:55:15:20
Daniel Ramsey
So if you get that, he’ll follow it up with a call and and help you out. And also, if you’d like to book a discovery call, it’s 100% free. You’re going to talk about what your current org chart is, what your goals are, and if if you’re a fit for his coaching program or not, he’ll discuss cost and timeframe and what the commitment looks like.

00:55:16:14 – 00:55:42:13
Daniel Ramsey
But, you know, every successful client at my out as we so we surveyed our client clients last year and said hey, how much money have we saved you? And we got a response that we’ve saved our clients over $55 million compared to the traditional hiring, you know, avenues. And what’s cool about that is these are the top tier clients, the top 100 people like Sean’s.

00:55:42:24 – 00:56:08:10
Daniel Ramsey
I like Sean’s client, Mark Spain. They’re our clients. And we have grown their business by providing leverage. And so the biggest thing that they do that, you know, maybe if you’re listing not is they have a coach, they have a coach and it’s it’s a big deal. So, Sean, thanks for being here. Let’s leave him with one last thing and appreciate you for for sharing this stuff.

00:56:09:07 – 00:56:30:06
Shon Kokoszka
It’s my pleasure. By the way, coaching is not nearly as expensive as you think it might be as we have programs that start at $97 a month. So seriously, just text discovery to 80 8111. We’ll get you on the right track and we’ll provide you with the clarity and get you unstuck. All right. So last thing I would leave you with is probably something my grandfather taught me years ago.

00:56:30:09 – 00:56:46:24
Shon Kokoszka
And he said he said, give to others without ever remembering and receive from others without ever forgetting. Gain approach your business, your prospects, your clients, your past clients, your sphere of influence. Just treat them that way and never, ever go wrong.

00:56:47:12 – 00:57:08:13
Daniel Ramsey
That is a perfect way to end. Sean, thanks for joining us today at my desk. We really appreciate you and your time. If you’re listening here, you know, congratulations because you learned a lot. I know. I did. Again, thanks, Sean, for your time. And if you guys have any questions about hiring virtual real estate, virtual assistants join us at My Outlook.com.

00:57:08:13 – 00:57:09:19
Daniel Ramsey
Thanks again, Sean, for being here.

00:57:10:00 – 00:57:13:23
Shon Kokoszka
My pleasure. Do it in your cool guys. That’s an.