Lars Hedenborg on Building a 7 Figure Training Business off 1% of the Market

Did you know that right now there's a group of people running the business of their dreams? They are respected leaders in their field, working with clients they love and serving them profitably. Now, are they famous? Depends on who you ask. They're not signing autographs at the grocery store or taking selfies every five minutes. They're not trying to be everywhere on social media. Yet, when they show up at trade events and conferences, they are recognized and sought after. They're the ones everyone else looks up to. They are the next generation of thought leaders in their space. So what's their secret? Well, they've become famously influential to the right people. And so can you. Today, we'll dig into the story of one of these leaders and deconstruct how they became micro-famous. You won't just come away inspired. You'll come away with a new strategy and a new way of thinking. So while your competition is scattered, chaotic and chasing every shiny object, you can move forward with confidence and clarity. I'm your host, Matt Johnson, agency founder and author of MicroFamous. And if you're ready to become famously influential to the right people, let's get started. Welcome back, everybody. I've got an awesome conversation to share with you because we're talking with Lars Hedenberg. He is the founder of Real Estate B School. He is one of the sharpest, most methodical thinkers that I've ever run across. We've launched his podcast, The Business Freedom Podcast Forum. And he runs two different seven figure businesses, The Real Estate B School, which is a training implementation and coaching business, as well as his first business, his real estate team, which he still runs in one day a week. And he shares how a little bit about how those two integrate and how he still runs, both of them while having a great family lifestyle. And the approach that he's kind of built, both of those businesses around have really informed his entire point of view, his entire belief system all the way into the clear and compelling idea for the coaching business. So it has directly influenced how he positions himself in an industry that's actually saturated with coaching and limiting beliefs. If you're listening to this and you have any background in Real Estate, you know what I'm talking about. The Real Estate industry is flooded with coaches. It has a 35, 40 year history of being inundated with coaching and it being a dominant part of the landscape in the real estate business. However, it is also a very, very small potential market. So how in the world does someone build a seven figure training implementation coaching type business in a market where only 1% of the entire industry can even afford what you're selling and is the right person. So we're talking about, you know, the real estate industry as a whole is over a million active agents that sell at least one home a year, but only about 10 to 12,000 of them are right for Lars' program. And yet he's built a seven figure business. When you tell somebody something like that, that usually breaks people's brain, right? Because you think you have to have hundreds of thousands of followers to get thousands of clients to make millions of dollars. That's the math that most people do in their head. And Lars breaks down how that's not at all been the case for him and how he's become a micro-famous in real estate and has a very strong appeal with his ideal client while not worrying about most of the rest of the market and leaving that for the other coaches that want to go after and chase after those those sorts of folks like the rest of the market, what I would call the many. So Lars is a perfect example of really getting super-specific and clear about selling to the few first before you even think about going to the many. So we talk about, you know, how he runs those two different businesses while having a great lifestyle, how he positions himself in the industry, what the next big shift is and how that works and how he's maintaining the clear and compelling idea of the business while still expanding who his ideal client is. We also talk about the power of his podcast and how it's been nurturing and converting prospects into ideal clients. We talk a little bit about how he's used webinars and now how he's shifting from webinars into the next iteration of things that are bringing people into the email list. So this is really a business breakdown or a tear down so to speak of a legitimate exceptionally well-run business in the training and coaching space. And if you're in that space, I cannot express to you how much value you're about to get out of this conversation. There are so many takeaways that it's really a waste of time for me to talk about the conversation. I should just stop talking and let you hear the conversation. So let's jump in with Lars, the founder of Real Estate B School and let's get into it. Lars, officially welcome to the Microfamous podcast. Thank you. I'm really excited to be here. This has been a long time coming. I'm surprised we haven't done this already but I'm excited to pick your brain about the coaching business and all this stuff. You run two multi-like two seven figure businesses, right? So I want to first touch on the first one which is the Real Estate business. So give us a brief overview about that because that takes up, let's say, what one day a week of your time? Yeah, so that's been Tuesdays for the last seven years. Almost 4,000 family served, got into Real Estate in 2007. Realize really fast that I was not going to have any sort of freedom whatsoever with time or money and just super stress working seven days a week. January 2012, I did my last closing, officially as a Real Estate agent. I've shifted to business owner status with the right economic model, a tight culture. It's a nice little business, two and a half to three million dollars consistently. And then in 2013, after that journey, pretty much went from no transactions and getting into the business in 2007 to over 400 and 2014 in 2013 I launched Real Estate B School. And just to make the journey to business ownership for Real Estate agents easier, like traditional success in the Real Estate business is just really a tough road. It is every bit of seven days you're working on your clients, every whim. You don't have any flexibility whatsoever in your calendar and sometimes the money's not even worth it. And the stress is a 9 or 10 consistently. And so that was the motivation for Real Estate B School and the B stand for business. So it truly is a business school for someone that sees Real Estate as more than just showing homes and responding to offers on Friday evening when they should be with their spouse or Sunday when they should be resting. So it's really about time, money and stress and the freedoms that come with it. Yeah. And what's interesting about you among many, many other things which we'll get into, hopefully on the show is you are competing in an industry where the predominant attitude is like a macho, almost like a very masculine. If you don't pick up the phone three hours a day and work 70 hours a week, you are weak. Like you are one of the weaklings. We are the strong ones. Like you're going like one of your essentially your main competitors or you're multiple of them all have that same culture and you came out and you're building the exact opposite. Yeah. Well, and a couple things come to mind when you mention that. It's, there can be some elegance and ease in a business versus just straight up blood and guts. And some of the guys that have built these massive coaching companies, you know, it is sort there's just one thing you could possibly do to generate business and they don't like when you achieve that traditional success, there's nowhere else to go. You're at your cap that seven days. There's not an eighth day. You know, there's there's not more you can put your physical body through to do more business. But also, I mean, there are a lot of guys in the industry that are just chasing growth for out of ego and their sacrificing profit. And so as an industry, we're not really having conversations about like, Hey, how many hours are you trading for that income? What is your true income? Are you selling a bunch of homes and you have, you know, your building this business? And then what does your stress look like? And that goes for anyone in real estate, team leader or just a solo agent. Yeah. So it's pretty, it's pretty jacked up industry. I don't see it, you know, in a lot of other industries that, you know, real estate is this commodity business and, you know, the public doesn't think much of us to the point where we can't establish hours for the most part. We can't be professional. You know, it's like, are you going to show me this home Friday at a clock? Or am I going to call a random agent that may have no experience doing anything, but they're going to sell me this home, you know, so it's, it's a crazy business. Yeah. And it's essentially have a whole population of potential clients who have a lot of limiting beliefs that you have to overcome in the process of coaching them. That's a whole other conversation we could go down. And give us like a 10,000 foot overview, like when we talk about you having a seven figure coaching business, that that in itself is eye popping on top of running another multi seven figure business at, you know, just in your daily life, I guess you could say. So give us an overview of how does your coaching business work? What's the time that you put into it? And what's the overall structure? Yeah. So it's, we did 2.3 million last year in revenue and, you know, we kind of pick up where other, other folks leave off, you know, so our talking about micro famous, you know, our stand is that these other companies, these 20 to 50 million dollar coaching companies are going to teach you how to sell homes and, and lose your life, essentially. Yeah. And so we, that, that is how we position ourselves where, you know, we were talking earlier about, you know, a lot of times it does feel like, you know, you can do those things. You can be the blood and guts and just give your life away or you could come over here and, and eat some broccoli versus the french fries that they're feeding you over there. You know, it's just this constant, there are, there are some difficult things to do, just to make a shift to, to running an actual business that doesn't rely on you. And so that's kind of what we, it's a lot of systems, it's tracking, it's hiring processes, it's, it's the not so fun stuff that, that, that, guys, you know, we're going to be, you know, guys and girls that are really great salespeople, their mind isn't wired in a way to think about those things and they just think I can just sell more homes to make more money. But that's a finite game. There's only so many hours that you can, I've set the business up where even now both businesses have a life outside of me. And so our services are delivered and their world class services. So we built out the models and the systems and the tools and the coaching business to not rely on me. So even though I'm the guy that gets to the podcast and I do webinars and I get to do stuff like this with you, the business doesn't rely on me. And so until you get to that point in your business where you can create this little micro famous status, even for a real estate agent, if you're constantly showing homes and going on listing appointments, you're never going to be micro famous in your market. So you just miss the opportunity to grow your business. The dollar productive nature of building out a marketing system or a platform to share a message in your market, that's worth way more money than showing a home to a buyer or going on listing consultation. But you mentioned it before, the mindset is that it's not the only way I can make money is to show this home and hope this buyer buys it or show up for a listing consultation and hope that they let me list at a price that I can sell it. And it's just raw washrooms or repeat. And that's mostly the answer that most of your competing coaching companies have. And the advantage of that is it's very simple, which is how it attracts a lot of people. But yeah, so it's interesting. I think there's a lot of people that struggle with the idea that they're selling coaching that is most effective when somebody has been through the ringer of somebody else's coaching business. And that is, it's a tough position to be in. But yeah, most of the big coaching companies, there are a reflection of the guy that built it. Yeah, you know, where like one of the most established, biggest coaching companies, I won't say his name. He still does have the seminars around the country. You know, where his son who has the same last name tried to get him to, you know what I mean? So it's just like this crazy, this crazy environment where, and he just, he still stands for Mike Ferry is a legend. He has made many thousands of agents, many millions of dollars. So it's not like his stuff does not work because it freaking works. And it will lead you to the point where you're working seven days a week every evening, every weekend. And there's some sacrifice in some other area of your life. So the so the rising grind to me is not, is not a real thing. Like you're gonna, you're gonna lose in some area of your life. Yeah, I agree. And are you doing just to get back to the coaching business for a second before we get into some other things? So are people doing individual coaching? Is it all group coaching? Is it a mix of both? Yes. So our higher ticket stuff is, I like to say we're a training implementation support and coaching company. So first and foremost, you're going to go to school to learn how to be a business owner. That's training. We have deployable tools and systems already built that you will need to implement in your business and will help you do that. And along the way, for a whole bunch of reasons, you're going to need coaching. So we have unlimited coaching for our members and then also some pillar calls around quarterly night and day world type stuff. But first and foremost, we have to change your mind, teach you some new things. You're not going to make progress in our program if you're not installing things in your business. And then you're going to need a lot of coaching along the way. So I think we're training an implementation support company versus like get on the phone with your coach and chat about what's bothering you this week. Like that's yes. And that in itself, especially in the real estate space is very different. Like that is a complete paradigm shift away from what people think of as a coaching company. So I agree with the like just positioning it in marketing terms as we're not a coaching coach. You'll need coaching, but we're not a coaching company. We're training an implementation and coaching kind of like putting that on the back burner. I mean, to me, that makes perfect sense. And it separates it in the minds of the people that you're talking to from the thing that they're used to because you're not selling the thing that they're used to. Yeah. So I love that. And then it does set you apart from, you know, the good thing is most industries are used to coaching real estate, especially. I mean, it's when someone comes to us, they've had multiple coaches and they're at a high level of production. So they're just in a pain point where, you know, we can our message just hits them. And I joke with my kids. And I'm just going back to this micro famous thing because some of my videos, I mean, they have like, I don't know, not a lot of use, but I tell my kids that they pull up YouTube and this bro and sis is a show on YouTube. They dropped a video 24 hours in it had four million views. I'm like, and I know they're making money on it. So I know it's a different way of making money. I'm like, I only need the right 12 people to see my video. You know, truly, some of my videos, you know, and I know my podcast is not going to appeal except to a very specific sliver of the world and even the real estate industry. And so I know we're going to get into, you know, we're expanding in a different product than the rationale behind that. But it really is just a testament, you know, to be able to build a multi million dollar business around the slimmest of slim markets in an industry where it's just saturated with coaching. If there's no one that's really giving the tools and systems or really challenging folks to stop working seven days a week, draw a line and stand. You don't have to work with buyers. Showing agents are 20 bucks an hour. If you want to make 100 bucks an hour, you have to stop showing homes. You know, people are like, I can't stop showing homes. I make, what do you mean? You can't stop showing homes. You know, here's the exact ad you need to run for the showing agent. Here's the exact interview questions. The exact process that they use, they're training manual. I'll give it to you. You know, so that's the difference in what we do is that we're going to, if you, if you tell me you want to go from 80 hours to 40 hours, you have to take big chunks of activities off of your plate that are not as dollar productive as you tell me. If you want to make 500 grain working 2000 hours, that's $250 an hour. Let's go through your, once a quarter, we force our members to go through exactly what they've done in the last quarter and we, they put it into passion and pay, high passion, high pay, you know, low passion, high pay. I make you keep those things every quarter. As long as it's high pay, I don't care if you like it or not. Right. Everything else that's low pay, I don't care if you're high passion low pay or low passion low pay. We have to get those things off of your plate every freaking quarter. I like that. That's all I've done over the last, you know, 12, 13 years or so. But I just think it's cool that I don't, I don't need a gazillion people to consume my stuff because when, when, you know, you helped us launch the podcast and it's one of the things I love most, I told my COO, I said, I only want a record podcast like I'm not even kidding. My, my perfect, like I told her, I'll, I'll pay you some good money. If you can help me set up this business where I record three podcasts a week. So that's not even kidding. And maybe I'll do a monthly webinar because you just get to be yourself. Like you need to speak, you know what, what you stand for and then people are just going to be attracted to you. And that's got to work in every vertical, you know, it does probably no Mike McCallowicz, right? Yeah. That dude's in account. But you listen to his audible book, Profit First, and you're like, this dude is not an account. Like he just, he speaks his mind. And so I, I, I love guys like that that are like he's just, and not every entrepreneur gets what, what he says. But, you know, I saw him live in an event and I was just like, I, you could have thought it was Kim Kardashian. I was so like, yeah, because he's my real famous to you. 100%. Yeah. And so it's really, it's really cool. This whole, this whole micro famous thing because it makes you, makes you some good money. And you only have to, you only have to have, you know, speak to a small slice of the population. And I will speak to you that. Yeah. I was going to say like our, because we both come from the same space and, and our mutual friend who I used to work for has done a lot of the research and, and I know you have to. But correct me if I'm wrong, the total potential addressable market that you've been selling to for low these many years is maybe what 10,000, 12,000 if you're stretching it. Yeah. It's probably, yeah. So there's 43,000 agents that sell 25 homes or more per year. And we probably are, are higher level programs, probably pick up at 40 to 50 homes a year in most markets is a, you know, eight to 10,000 dollar commission check. So that three to 500,000 is where someone can really do well in our world with an administrator. We can come in and show them the roadmap and off they go. Yeah. So that's what there's 2.4 million agents in the country. 1.2 million sell one home or more. So there's a whole bunch of people that carry licenses that don't sell, but it's still, you know, a million people. And there's probably, yeah, 12,000. So about what was that was 1.2%. Yeah. Maybe 2%. Yeah. No. So it's, it's a small slice. Yeah. So you're, yeah. So you've built a multi seven figure business selling to basically 1% of the industry. And not even close, we're talking about just that's the total, that's the total market of people who can even afford to buy real estate, be school, like to get into the program. Yeah. So that, I think that's that's a big revelation for people when I tell people, you know, about like your business and a couple of the other friends that I have that are in the same space that they boggles their mind. You have multiple people running multi-seven figure businesses or six figure coaching consulting companies in that same space of around 10 to 12,000 people like that breaks most people's brains It's hilarious and it's funny that I'm in a different program with a guy that's in my space, but His I went on his website and this guy's like legit. I mean he he gets a lot of play in action. He's a big personality I went to his website though and I saw his programs like his his upper level mastermind was like it was like if you sell 25 homes You know you are are like you're our elite upper level $500 a month program or you know, so like he's going all like to the person that just got their license that has zero money You know, so it's just interesting where people that's not that's not Mike. I mean he's he's kind of famous in the space But it's not the whole niching which is it's scary to do you know and part of me wonders We've made this decision to launch a lower level program The thing that I and it's been years years years years to really pull the trigger I think that I think the economy is gonna go through some some tough times here And so I think even folks that we're at a certain level are gonna retreat you know Right and get in their own heads, and I want to be able to provide something to them We're not gonna teach anything different, you know, so There are folks that are are coming up now that want to build a real business They're just not ready for our our higher level program. So that it's the same avatar just earlier in their journey So whether or not yeah say same avatar and and same Same journey like you're you mentioned as this need teach the same things and it's because I think your belief system Is so rooted in fundamental beliefs that you have About the business about the industry about what the way the thing should be built and Yeah, you like it to me. I think you have the best chance of expanding out from there and still keeping what makes you unique because it's all rooted in the same belief system and you hit the nail and hit same avatar but earlier in the journey And I think that's where a lot of people get off is they go to expand into other markets and they lose that sense of who their avatar Really is so rather than going just earlier in the journey They try to go and serve a completely different person and you see this in real estate coaching all the time They go from being a real estate coach to now I'm gonna coach mortgage reps and title reps like really Really what I know like why would they pick you and they can get a a coach who specializes in mortgage and came up in the mortgage business and knows everything and everyone and They're only answered of that is well, it's like it's basically some variation of well. I'm awesome Why wouldn't people want to coach with me my content applies to everyone? Well, maybe but people want a solution that's custom tailored to them So I think when people talk about breaking out of their niche or their space I think that's one of the best things to do is look at the avatar you already have and look at earlier in their journey So walk me through that. What why did you guys decide to do that and what you know You mentioned the economy and stuff like that But you've you've thought about this for a long time before that came up. Yeah, I mean it's the decision making anyone's telling information The attractive part of it and this is like Ryan Ryan diast digital marketer, you know He's the guy that could come in in multiple industries and sell Whatever for 47 or 97 bucks a month and get to 3000 people. Yeah, and you're like that would be awesome You know so the motivation is like man, I can serve a segment of the real estate market get to a thousand people paying 297 per month I mean that's You're serving at a high level because the value we're gonna offer is just ridiculous in our business foundations level So that's the attraction is that we can really impact more lives and get paid really well to do it And so yeah, so for me I went from 27 sides to 44 sides to 58 sides in my first three years in the business and I wish I would have learned some of the things that we teach now earlier in the journey I feel like I had to fail miserably in the area of people especially And and some of the recruiting systems that we teach now in recruiting marketing and value proposition on team like there's just some things That I wish I would have known earlier. Oh, yeah, I'm playing catch up on that, you know if if you know you are going down this path Up up into this even if you want to do some productivity coaching with somebody else because we don't offer it That's totally fine, but you'll get all the tools and systems here and you'll get you'll get live support and you'll get me every week You know, I'm gonna train that group as well. So yeah, so it's it's it's fun You know, I hope I'm not only attracted to the money, you know, I hope there really is this you know benevolent side of me I believe I'll impact a whole lot of people, you know through the podcast and through webinars that'll never transact as you do as well, you know people that'll We've had people listen. I was I was chatting with you before we had two guys join the same week recently And this was when I was still doing the our first kickoff call with new members I always start with like how how did you had you hear about us and both of them were um One was even longer than a year both of them were long-term listeners to the podcast Which is just like holy cow and one guy no one guy was listening for more than a year and one guy Listen to every episode in like the month before he jumped on a strategy session Whoa like something crazy like he binge listened to all of them And there's like 220 episodes now You know It's uh it's crazy once you start to hit your target with like You know when when I was in production and I had a young kid And I wanted to be a good dad like it was freaking hard and I was sneaking out of bed to respond to leads and I was like I know all the things these These people are doing yeah, and so they just hear and they're like that's me You know, but well, I end there showing up and they know your belief system and they know your your the foundation of your faith and like they they know A lot about you so the going in you're you're talking about signing up people that no way more than they used to are way more aligned with your beliefs than they used to be like it I mean to me it changes the quality of the sales call But man once you get into the client relationship if they already know that stuff There's so much less ground you have to tread especially in those first three months of like a new client relationship Yeah, and there's one thing there's one thought I had to I think a lot of Especially in the real estate industry a lot of guys are there's just a level of impatience Yeah, it could be just um I talked to Dan Sullivan. I did strategic coach for a few years And I was in his home and Had a conversation with the dude and I said you know what I was just asking about his growth and he he answered me. He said you know, I'm the only guy that stuck with it for 25 years No like like the the the magic in his growth nobody was asking about his growth when he was 15 years in and the economy sucked and he went from 8 million to a 3 million dollar company You know like he had some tough years in there, but it's only in like the last five years or last seven years that he's really You know, so he was 20 years in and then coach really took off and so I think it's just long to have to be playing a long long game But saying the same message to the same market So that's the thing that worries me about you know diverting our attention I don't I'm not gonna do it. I'm not gonna change my messaging, but just think consistent like You know, it takes time to get people to follow you and entrust you and give you a lot of money every month It just it does, but I will say this this is one of the things I I Like a value and and tried to follow in my own business is when you go straight to the top and you coach the high-end Or you know and you you training you equip and you work with the highest end of the market first and then you go down market from there It's like you said you know all the stuff that should be avoided and how to do it over again But more importantly you know what actually produces results like at a really high level And so your advice to someone at a lower level is going to be different than somebody that just got out of that stage Themselves and did it once and now they have some experience to share right because you've coached at a high level And you've coached for years and you know where all this stuff leads that gives you a completely different perspective I think there's a lot of people out there that they they blow past You know like they get they get a little bit of the success They turn around and start coaching people that are right behind them and they have no idea what's coming up next on the horizon Because they just got there themselves You know there's a lot of that going on right now because coaching is very attractive But I think there's there's also just a strategy there of going straight to the top of the market there first And when you work your way back down You're you're coaching the training the systems the tools that you've created are way more effective. Yeah And yeah, and you get it's weird. I can see something now that mean if I if I had this when I started Be amazing, you know if we have a proprietary planner that we built it's a quarterly system That's probably the amalgamation of like 12 other systems that I've used over the last dozen years But it's it's perfectly designed for our program and the the things that I know our members struggle with Yeah, and it's going to apply to someone that's doing, you know one home a month to 20 40 50 It's just as applicable to our highest level as it is honestly to an agent that's just getting in the business that he knows He's gonna hustle and he's gonna make it So but it's it's cool to to sit here now and kind of look back and and just know this is going to serve somebody at such an Awesomely high level so yeah, it's really cool All right, well, we've got a thousand other questions. I could potentially get to but I've just got one I want to ask you a little bit about webinars and kind of how how you originally came to prominence in the space before we do that What's the best way for people to reach out get the podcast and learn more about the coaching company? Yeah, I would just go to real estatebschool.com Be is in business or real estate B school.com. There's a bunch of free resources on the site. You can connect with the podcast. And if you're interested, if you're running a bigger business and you have some of the bigger challenges that a 500 K plus has, just grab a strategy session, it's on the site, you just apply for one of those. And we're gonna be launching our business foundations, probably in a week or so. So depending on when this airs, it may even be live. So that'll be evident on the site as well. - Very cool. And then the podcast is the business freedom podcast. - Yep, the business freedom podcast. And that just takes you to the site as well. - Perfect. Okay. So when you first got into this, you started, first started the training company. I know that she worked with our, you know, a mutual friend of ours to get some things up and running. I think the very first thing that worked for you was webinars. I think that might actually be where your initial lead generation still is focused. Is that right? - Yeah, we've shifted toward like, specifically magnets now, but in the beginning, just being able to, yeah, just let people know you're gonna go live at a certain time and come here where to have to say. I mean, we call them master classes. Now we've got a little fancy with the terminology. It's still just a webinar. I'm gonna go to every, I'm gonna go to two a month here starting in a week or so with all that's going on with the economy and how I think the real estate market is gonna react and all of that. But yeah, that's just getting good at speaking your message. You know, if anyone's listening to this that is trying to figure out how to get there, it's so much easier now for me to speak about my message with confidence, you know, and know what, you know, how to sort of say it in less words than it was when I first got started, you know, where it was I was just showing slides of my production and, you know, yeah, it's, we're probably on our fifth iteration of what we teach now in the last seven and a half years because we've just refined it, refined it. We've had successes and losses with our clients and we just keep getting better. So yeah, I'm gonna ask you like how many, did you start with one outline, one format essentially for the webinar and I think I know the answer to this. Did you just keep hammering away at that and then you'd move on to another iteration or did you split test several different things at one time? Yeah, I mean, I did go to, I studied with Russell Brunson for a couple of years and he, and a lot of guys teach the webinar that doesn't matter, you know, it doesn't matter, you know, it doesn't matter. They're gonna register and then what you do in the thank you page is the actual thing. Oh, interesting. You know, yeah, so I had a lot of success with that. That is something that I learned that you're, whatever they opt into, you know, it's, it needs to sound amazing, but once they opt in, there's a high likelihood of the thing you do on the thank you page. It's a hundred percent guarantee of you rate, you know, so when it, if you're wasting that page by saying thank you for registering, check your inbox. It's just a monumental way. So what, what'd you do on the back end of yours? So right now we have a splash site where you can do three different things, but for a long time, I would just have a automatically, I'd like a video that would run. Hey, you know, appreciate your registering for the, for the master class. It's gonna be awesome. I'll give you my best stuff. You know, here's the thing, there's only so much I could teach you in an hour. If you know you're at a point in your real estate growth journey where you're just struggling and you need to talk to somebody right now, you know, grab a business growth strategy session, just go to the site or click the button below and we'll set aside 45 minutes, cover where you are today, where you want to be the future which holds me back. Go ahead and take action if that's you. And that'll, that's 10% of the people that hit that thank you page will take that and apply for a strategy session. Goodness, 10% is phenomenal. Okay, very cool. Yeah, I think we've got something like that implemented in the back end of our book funnel, but I have to think through on the registration side. I want to make sure that that's on the back end of that. That's because that's awesome. Yeah, on the back of any, on anything, there's always some people that like they're going to buy this book, but they're already running a $2 million accountancy firm and they want to teach other accounts, but they have no idea how to start a podcast or, you know, how to be micro famous and you'll get clients that way. It's legit. Yeah, I love it. And so you said you've shifted now towards more lead magnets. So what's the difference between the webinar approach and that? Yeah, so I mean, we're going back. I mean, you know, real estate agents are all over Facebook. So it's pretty easy to get in front of them. So we're doing a market shift toolkit right now, you know, where we've had probably in the last two weeks, like 300 people opt in just to get. It's just 12 of my best trainings organizing, organizing around protect pivot and profit, you know, in light of what's going on. That's working really well. We have a predictable success lead magnet, which is a micro webinar. It's a 15 minute webinar that they opt into where I just kind of go through our models and how to build a business in a crisis. We're going to get the book funnel up and running. So that'll be good. Working on the testimonials now for that. But yeah, just lead magnets, but there, I don't think there's one magical thing. The podcast is probably the strongest that we have, you know, just getting people to listen to that and the magic around that. That's always seems to be an elusive thing for me to figure out, you know, how to increase listenership on that. Yeah, I love it. Yeah, and that's the thing is that I think in the environment that we're in right now, like podcasts have to grow primarily by word of mouth. And then in order to reach out to people cold, I don't know that directly promoting a podcast is the best option. I think that doing a lead magnet or something to get them into the list and then using the podcast to nurture the list seems to be the best option, which, you know, like it involves a lot of work. I mean, you've gone through that process of making the webinars profitable with paid ad, with paid traffic. And that's just, it's a long journey. Yeah. And that's a good point. We created a, like a top, what do we call it? Top 15 podcast episodes landing page that we just, in our email follow up sequence, we send people to that page. So it's just our best stuff on a single page where they can just click in and they can listen to the different episodes. And I have case studies on there as well. So that's working really well. That's awesome. Yeah, I love that idea. I've got podcast episodes built in to my nurture system as well. But I haven't thought of the, like, a centralized page and sending them to the same page over and over again. That's interesting, because then you could set up some retargeting. So I have to give that some thought. I like that. Yeah, I can send you, I'll send you ours. You can look at ours. Send me anything you want. Yeah, I want to look at it. Dude, this has been awesome. I could talk to you for another three hours about the coaching business and the structure. We'll have to bring you back another time to talk about just the business in general, because yeah, we can talk for a long time about that. But real estate be school and then the business freedom podcast to place to find your right. Yeah, for sure. Thanks, man, appreciate it. All right, brother. Thanks for listening to the Microfamous podcast. If you're ready to become famously influential to the right people, connect with us at GetMicroFamous.com. It's the best way to take the next step to implementing the Microfamous strategy in your business so you can attract an audience, build influence, and become the Microfamous leader you're meant to be. And we'll see you on the next episode. [MUSIC PLAYING]