they could be very good but it doesn't matter how good you are if no one knows you it doesn't matter how good you are if they don't know you so let's talk about the ladder of authority so if you're brand new or is the first year in the business you start off at what I call instability instability the bottom level when you talk when I talk to an agent I asked them how's business and they say fine fine what's fine in Italian what's fine in Italian B Banner Banner right now in English fine is actually
an acronym it stands for freaked out in debt not making enough money and emotionally stressed out f i n e right instability means I don't know if I will make enough money to pay for my rent I don't know if this month I will make enough money to pay for my family to take care of them it means I don't know if I will make enough money to pay for anything that I to bill to pay the bills that's instability and most all of us we start at instability yes we start there right Next Level
we have invisibility means people can't see you you the best kept secret in the industry you might be very good at what you do but it doesn't matter because they can't give you money unless they first give you attention and money right they can't give you time unless they first give you attention that's the key that's the key and then you have marketability write this down marketability what is marketability it means people actually are doing business with you they're buying from you not consistent but enough how many of you are getting some referrals in your
business some referrals referrals that means your clients refer other people to you great great so you are at level three marketability people like you you do good you're professional they refer some people to you good Next Level you have credibility they know you they like you they trust you they know you they like you and they trust you you are credible you're credible credibility they know like and trust you and then you want to get to visibility visibility and I'll talk about this that means means when they think of buying or selling they think of
you first you're the first person they want to call not only they know you like you and trust you but they think of you first and when they people go online they find you you see people think most agents they think how do I find clients how do I find more clients how do I find more listings that's not true you don't need to find clients you need clients to find you you need to be found when they go online can they find your name when they go on YouTube can they see your video when
they go on Instagram can they see your photo because right now those clients those product prospects they are buying and they're listing with somebody right now you don't need to find them they are there you need them to find you do you see the difference we got to change the way that we think people are already searching online they're looking but can they find you goes back to the theory of consumption you might be thinking but $10,000 in commissions 10 hours of content I don't have 10 hours of content online I have not produced 10
hours of content and that's the problem that is the problem that's why we are working too hard to make too little money does that make sense we are in the media business who happens to sell real estate it is the same let me ask you this how many of you would agree there's so much noise in the marketplace so much noise in the marketplace so we need to stand out we need to stand out we have to stand out next you have celebrity now people fight to get your attention fight to get your attention and
now you have more clients calling you then you don't know how to deal with it too many people calling you right celebrity and that gives you the most powerful thing in business choice you choose who you want to work with you choose when you work you choose where you work in Cas in some cases you don't need to go to the clients they come to you they come to you let me demonstrate in any industry in any industry the celebrity the top brands the top professionals the top 10% makes 90% of the money the top
10% makes 90% of the money 90% of money think about what you need to do to get to that to top 10% when I say a product I want you to yell out the first brand that comes to mind okay I'm going to say a product the first brand that comes to mind just yell the answer together okay ready okay hamburger oh say McDonald's I had soda drink Coca-Cola Coca-Cola there you go how about jeans Le Lis you notice this so in every brand every category the top brand comes to mind what it means is
as you get to second and third and fourth place you don't exist you just think of the first one so here together you are not competition you no this is not competition even though you're in the same city you're not this is not competition you can work together yes yeah it's not competition but some are higher up on this letter than others some you may be at fine instability invisibility marketability so write down in your notebook where you're at where are you at now and where do you want to be where you now and you
need to be honest with yourself where are are you now and where do you want to be let me ask you this how many of you don't like where you're at now you don't like where you're at yes we can change it we can change it I started off at instability and I went from instability to invisibility to marketability to credibility right and to a Authority and to celebrity I go this same thing it's the same thing you can do it and I'll teach you how you see so write this down it's not what you
know it's not even who you know is who knows you
