Episode Transcript
[00:00:03] Speaker A: Oh, am I opening today?
[00:00:05] Speaker B: I was waiting.
[00:00:07] Speaker A: I was waiting for that thing to go down. Action. Wait a minute. Oh, dude, I'm sorry. I was. Fascinating production studio, and, you know, somebody was gonna put little powder on my face and go, you ready, superstar? And then I realized, oh, it's Ed and Ken's mini podcast. So welcome, Ken. Welcome. Welcome, everybody, to Ed and Ken's mini podcast. It's Tuesday. We're back on track.
[00:00:33] Speaker B: We are.
[00:00:36] Speaker A: Cool. So today, I think we're going to talk about the title of. First of all, how you doing, Ken? I love the hat turned backwards.
[00:00:45] Speaker B: Yes.
[00:00:46] Speaker A: I like that look. Looks like you're ready to do some bear crawls, baby.
[00:00:49] Speaker B: It's. It today is. I. I'm going to be in the grind today. You know, pounding the phones in the mix. No presentations other than our Ann and Ken's mini podcast. I'm like, you know what? I think I could pull off a backwards hat for any kids mini podcast. Right?
[00:01:04] Speaker A: I love it, brother. All right, so that's the topic. Authentic leadership and leading and the challenges of when the. When to. Let's just. I'm just going off the top of my head, when to push, when to invest, when to call an audible, and I'll sort of. If it's cool with you, I'll start the conversation with the Janelle Logan story.
And I. I get this.
Probably my favorite recruit, one of my most favorite recruiting stories. She comes in, sits down. I say, hey, Janelle, tell me about yourself. Said, what is the.
Let me just skip through that. Don't worry about that. She joins the company, right? We put her in the system, the box, right?
[00:01:57] Speaker B: Do this on Mondays, this on Tuesdays, this on Wednesdays, right?
[00:02:01] Speaker A: Yeah. Yeah. This is what you're going to do. Here's our business in the box. Here's the model. You want to be successful in real estate? Here's the model.
So I get the model, the system coming to me going, this woman's rebellious. I don't. I. I think she's out of culture.
I have Janelle come to me going, dude. And if you all know Janelle, she uses extremely colorful language. And she was like, dude, if you don't get me that fat, like, I'm gone. I said, hold on tight. Time out. All right, cool. I got you, man. I understand. I understand. I'm. I'm like, you got her a great mentor. Broke all of the rules.
The model, this. You know, you can't do that now. Yes, I can. Yes, I can. I can do it because I care more about the people than I do the company. And if you care more about the people, it's going to take care of the company.
So. And I'll use real names. Janelle Logan. I introduced her to Chris Stoner, who was a seasoned veteran who I knew could handle someone like a Janelle that could listen. Go, yeah, all right. Now I've got 20 years and I do it. You're gonna shut up and listen to me. And Janelle will go, oh, okay, right. She's not going to do that to somebody that's in the system saying, we're gonna role play for the next 32 years. Right. She doesn't do that. And now we got, you know, and she kills it. 90 million dollar producer that, you know, owns a whole bunch of real estate. So I think, you know, the, the questions are always asked like, well, the book you gave me, the. The billionaire coach.
[00:03:47] Speaker B: Yeah, yeah.
[00:03:49] Speaker A: Like that dude was a, was a rule breaker.
[00:03:52] Speaker B: Yeah, he, he, absolutely. He just, he, he, he had almost, almost as if he had no system at all, you know, and that's, those are some of the frustrating things. I'll take, I'll take the other side of the coin and share, you know, some, some genuine curiosity from someone who, who, who leads and manages and mentors agents and loan officers.
If you don't have a system, what are you teaching? That's question number one.
[00:04:22] Speaker A: Yes. So that's a great question. And what I've learned to do is individualize everything.
Just my opinion. And it's from my experience that we forget that we're dealing with human beings and everyone has different natural strengths.
So.
And I've come to just, just accept that about 97% of human beings will never do what Ken Jordan does. Dude, you're, you're unique in what you do. You're very unique. You're extremely disciplined. You do the things that most people don't want to do. You are a unicorn.
[00:05:14] Speaker B: I, I don't like to believe that, by the way.
[00:05:17] Speaker A: Excuse me.
[00:05:18] Speaker B: I don't like to believe that.
[00:05:20] Speaker A: Well, you are. And it's, it's not, it's not a put down and it's not a compliment.
[00:05:24] Speaker B: Sure.
[00:05:24] Speaker A: It just is what it is.
Right. It just is what it is. And you have that divine blueprint that's downloaded into you. You learned that from your parents. You learned it from a mentor where now you just step into it. Just like I like to, I like to explain this, like it this way. I always explain it to fitness or sports. If you said to me right now Ed, I want you to do 500 push ups today.
I'd be like, oh man, is it important to you, Ken? And if you said, yeah, I'd say, all right, do you want to give me a time limit or can I just do them throughout the day?
Right. 99% of people, probably 99.9% of people would say, dude, if I did 500, first of all, I can't do it. Second of all, if I did it, I'd be in the hospital for the next three months.
Right? So that's like I'm a unicorn there. If you took Jalen Hurts and tried to make him the center, the Eagles would have failed.
So I choose to, as a forget business coach, as really like an engineer of human beings, look into their DNA and I'm not going to try to make a quarterback a center. I'm setting them up for failure. So instead I look at what can they be doing that's going to lead to production and fun?
So I, I, I've told you this before, Recruiting. Do I have the ability to pick up the phone and go, hey, Ken, it's Ed Fordyce from exp. Hey, was just looking at your production. It looks like you're up 32% this year. That's awesome. What I love to do is get together with real estate agents and dissect their business and blah, blah, blah, blah, blah, blah, blah, blah, blah.
I'm skilled enough to get you to say yes to me with me, you know, And I know I'm trying to recruit you, right? So what I learned, that's not fun for me. Can I do it? Yeah. Can I grind through it? Yeah. Is it good for me? No, it's not.
What I can do is just text you and say, hey, dude, I've got an opening at 1 o'clock today for a 20 minute free coaching session, man. What's your biggest struggle right now?
You get on the phone and you go, hey, my biggest struggle right now is managing my team. I go, great, let's. Have you done behavioral? Like, I literally would go, have you done behavioral assessments? And what's their track record look like? Were they athletes?
Right, I'm going to go through that with you. And then I'm looking to number one, do I want to work with you? Do I want to recruit you?
Like, but more than likely you're going to go, dude, I learned more from you in the last 20 minutes than I didn't from my broker in the last 20 months. What do you got going on? That's the way I choose to lead generate.
And it, it's fun for me. It works for me, and I can do it forever.
[00:08:24] Speaker B: Okay, okay. So, so there's, there's number one, right? There has to be universal truths to what we do. And you're right. There's a million different ways to do it. But there, but, but the word you said is lead generate. Doesn't matter how you do it, but you have to do it right. Like, like anyone that's failing right now, that can point to a lot of reasons why they're failing. Will you agree that one of the reasons, one of the main reasons that they're not lead generating, however, they're, you know, whatever method they use to make it fun, they're not lead generating. So is lead generating a requirement?
[00:09:02] Speaker A: Dude, I love working with you so much.
[00:09:08] Speaker B: Frustrated, Ed. I'm frustrated.
[00:09:10] Speaker A: This is why what Ken's really trying to say, folks, is lead generate. How do I get people to lead generate?
I love it. Never, never change that. Do what I do.
This is, this is what I know. And there's nothing wrong with that. So the question I would ask is just gut level, Ken, do you feel that you, you do better and you want to be a lead generation based, marketing enhanced company, or would you prefer to be a marketing based, lead generation enhanced company? So the difference in that is if you're, if you say lead generation based, I'm going to go, great.
That's outreach. So how many. How. We're going to track how many calls you made, how many, how many direct messages, how many direct. And by the way, text messages? Do voice, text or video? Text.
[00:10:12] Speaker B: I will say my birthday was yesterday, by the way.
I think, yes, it's okay. And I'm not saying that to make you feel bad, although you didn't wish me a happy birthday, so I got, I got a lot of text messages, a lot of Facebook. I got one video and one phone call that wasn't my kids. So I will say, and absolutely the video, the video worked. It made me feel good. And I think you're right. Like in, in lead generation, the video and voice, Voice text messages, I think are, are leveling it up. That's. That's good stuff.
[00:10:48] Speaker A: Hey, Ken, I just wanted to wish you a happy birthday, brother. You are the best in the world. I love you so much. You are, you're just. I could not exist in the world if it weren't for you. All right, there we go. It's done.
[00:11:01] Speaker B: Excuse me. I got a text message over a deck.
Okay, so what's marketing based company with lead generation support or how are you frame it?
[00:11:13] Speaker A: So there, there are those that go out and get it right and there's nothing, by the way, one's not better than the other.
So I always tell the story of the $121 million producer who her lead generation, her attraction, her marketing was going to her kids soccer game. She had four kids, they all played soccer and they all play like, you know, four games each a week. And she would just talk to the people there. That was her total lead generation model, right, or marketing model. So the difference is marketing based would be I'm putting this out there. Hey, gang, it's coach Ed. I'm starting the Inspire tribe. It's launching on Thursday, May 1, 10:30 to 11:30. If you want more info, type I'm in. Bam. I get a bunch of IMs. I then reach out. After I did a marketing based campaign, then I reach out and I go, hey, Ken, it's Ed. Saw you're interested, man. Tell me what you would want to get out of this 90 day journey. You're going to answer and I'm going to go, great. I want to send you the three options. I'll see you Thursday.
That suits me. Now can I call you and say, hey Ken, what's the biggest challenge in your business right now?
Well, I don't know if you've heard of my B5 method and I'm starting this. Would you like to be included in it? Can I do that yet? I operate a lot better. My brain. I get the endorphins, the dopamine. When I start getting the I'm in, I'm in. Tell me more, tell me more time. I'm like, yeah, man, let's go, let's go, let's go. I get excited. Even just talking about it, I get excited. So that's what I believe real leaders need to tap into. But to your point, it does not matter at the end of the day, at the end of the day doesn't matter how you did it, how many contacts did you make, how many conversations did you have?
You know, I call it vital signs. We have to have vital signs. The most important vital sign is what does your for real estate agents and loan officers, I would guess, what does your pending pipeline look like? If you say, ed, in the next 90 days, I have 72 settlements scheduled. I'm gonna go, great, dude, there's nothing. Your heart rate, go, go. If you say, well, I have one, but it's my aunt's cousin and we're not sure. And that's 90 days out. I'm gonna go, oh, okay. We need to dig into now.
[00:13:57] Speaker B: That's in our world, it's pipeline and credit polls. Like, you know, you know, we have a, it's. Some of the higher conversion ratios on credit polls is like if you pull 10, 10 credits, you're gonna probably close anywhere from 2 to 4, you know, depending on where you are in your, your conversion, you know, ability.
But yeah, our vital signs when it comes to production is credit polls and pipeline when it comes to generating the business. Right. All of those are the effects. Credit pools is the effect. Contracts is the effect. The what, what, what the cause of those is.
It's harder to put the vital signs on that, I think.
Right. But it's just effort. It's work. Right. It's, it's, it's the lead generation, it's the marketing, you know, whether it's marketing based or lead gen based. But it's, it's the collisions, it's, it's the, you know, it's the conversations.
And I think that's where a lot of folks don't have, don't have the patience or the persistence to continue those efforts. Either they are very impatient and they work really hard for a short amount of time or, and they don't see the results, or they're so patient that they're not really putting in a lot of work figuring out it'll come and then it never does.
[00:15:30] Speaker A: I call it becoming actively patient.
[00:15:33] Speaker B: Okay.
[00:15:33] Speaker A: And I think the most important, like, and this is where, like, I, if I'm coaching you, I want to find out, like, what excites you, like what lights you up on fire. Like what lights me on fire is creating something, a blue ocean where I have no competition.
Zero.
I, I can say wholeheartedly and humbly, the only person that does what I do out there in the marketplace that I know of, I'm sure there's others. Let's talk about our market, the Philly Jersey market, the Gulf coast of Florida. As far as what I do, no one does what I do.
I have no competition. No one has. Again, it's just because I'm old enough and I've been.
[00:16:23] Speaker B: Is that a mindset or a reality or does it is a combination of both.
[00:16:27] Speaker A: It's, it's, it's both, dude. No, like, no one's been trained to tap into someone's soul and their abilities the way that I can and recognize certain shifts, even over zoom in physiology, where I can go, all right, so you're using AI, Tell me what's going on at home right now. I just. You're. You're not yourself.
Who's sick?
Who's hurting? What's going on with your marriage? Are you having problems with a kid?
Right? I can also go, hey, dude, you don't look like you have enough oxygen in your skin. Or hey, girl, you don't look like you have enough oxygen in your skin.
I want you to hit. I want you to go to your doctor right now. In fact, I'm sending you to Dr. Who to see two.
Hey, listen, man, I'm gonna pull a little David Goggins on you.
You're being a freaking victim. Pick up the effing boats and carry.
Right? So.
[00:17:36] Speaker B: And knowing when to do each one of those things is the. That's the magic, man. That's.
[00:17:43] Speaker A: I. I've done it 30,000 times, so it's become my art.
It's become my art. And that's where, like when you introduced me to Sam Simmons and we're. We're going back and forth like, you know, that's my art. Any. Anybody. There's some great business coaches out there, but they're one dimensional.
And to me, that's not good enough.
That's not good enough. Like, if, if. When you're, you know, as we go on the journey, I want. I want to infect your whole life, physically, mentally, emotionally, spiritually, in your relationships, financially, your business. That's why I created the B5 method. So anyway, that's. I have no competition.
No competition.
And that's the way I like it.
So with loan officers, with real estate agents, what can you do? What can you build?
How do you market it where there is no competition?
What are the strategies?
Some of them might be traditional. Like, you know what, Mike, One of Mike Cianci's listing secrets is. This is going to sound so juvenile.
Dude, he has the best pictures of anyone in the real estate world. He will not allow pictures to be taken unless the weather and the sky is a certain way. Yeah, it's one of his secrets.
[00:19:21] Speaker B: Great pictures. That's a. Yeah, that. That is. It's very, very fundamental. Very like, not new aged idea.
Yeah, I know that. In our business, there's a couple of fundamentals. One of them is have great rates. Like, you need to be out there, you know, you know, you have to be able to operate, you know, keep your costs in line. So you continue to operate with great pricing. Yeah.
[00:19:47] Speaker A: And with that, something that, like, you've been in this Princeton world for a while now, right?
[00:19:54] Speaker B: And.
[00:19:57] Speaker A: One.
One of the top reasons why I was like, I need to work with Ken is number one, you, number two, rich, number three, the business model.
And I have no problem saying to people, I've looked at the business model, it's all focused on.
On the client to get the best rates, while other, Other. Other lenders, other companies, they might have higher paid loan officers, but guess who's paying for that? Always the client. We had this conversation on the Game Changers Nation yesterday, Tasha and I. I was like, this is why I wanted to align myself. Like, wow, that's unique, dude. Yes, unique.
[00:20:53] Speaker B: And then there's other companies out there sacrifice that. Sacrifice the client experience for rate. And that doesn't. That doesn't make anybody feel good, you know, so. You're absolutely right. Well, listen, man, you know, this topic of leadership has been written about in thousands and thousands and thousands of books, and it will never, ever, ever be given enough time to discuss and learn. But, but, but, but I think that, you know, my takeaway from today is as. As a. If you're a leader out there, if you're working with salespeople specifically. We are. Salespeople are a weird animal, man. Like, they're, they're, they're. Sometimes they're a lion, sometimes they're a mouse. You have to know where they are. You have to. You have to approach it from a very human place and, and know when to say, hey, what's going on at home? Or to say, hey, what's going on with your health? Or say, hey, pick up the goddamn boats and carry them, because that's your job. That's what you are here to do.
I will say this from my perspective. That's probably an area that I don't do enough. Area number three. And you can't. You can't. You can't. You can't have. You can't be missing any of those areas. You can't. Can't be all, pick up the boats. And it can't be all, how are you feeling today? And, and. And, like, at some point, you got to be able to. To push and pull in all three. So that's my big takeaway from today.
And, and again, you brought it up. Why not? Let's, let's. Let's go with two book recommendations.
I'm gonna, I'm gonna say, I don't know if I've showed you this one, ed, but the 15 commitments of conscientious leadership, it's probably. Get out.
[00:22:33] Speaker A: No, I haven't But I was. I was looking at it the other day, I thought you had it in your hand.
[00:22:37] Speaker B: I'm like, you gonna hold up the same book?
That's my book Reco for the day. What do you got?
[00:22:44] Speaker A: I'm gonna go back to over subscribed, man. This is a really, really good tactical book.
And I'll close with something with what you said. And one's not better than the other. The biggest mistake that organizations make is not knowing the difference between a manager and a leader. One's not better than the other, but they're two completely different things, and a company needs both.
However, if you had to choose what's going to drive a company, it would be the leader. The thing with a leader, though, it doesn't look like a manager. And the worst thing the owner of the company can do is try to make the leader a manager.
[00:23:32] Speaker B: Yeah, it.
[00:23:33] Speaker A: It stifles us from making an impact. And I could show you still a chip on my shoulder. It's a good thing. I could show you numbers right now.
You're crazy. You're out of the block. Yeah. We're. We're ranked number eight in the United States of America right now. We're out producing our closest competitor three to one. Like. Like you got a problem with that? Yeah, but you're not following the rules. Well, this is a clean podcast. I'm not going to say what I told them to do with the rules.
[00:24:00] Speaker B: It's relatively clean. It's relatively clean. All right. And I appreciate you, man. We will catch up next week.
[00:24:06] Speaker A: Sounds good, brother. Let's get it.
