How to Sell Homes Like a Psychologist, Not a Salesperson with Barry Jenkins

[00:00:00] Barry: Either I'm going to allow this problem in my life to crush me, or I'm going to allow this problem in my life to help me to grow.

[00:00:08] Barry: And I'll just be candid with you. For like 90 days, it could have gone either way. Like, for 90 days, I see why middle aged people go through crisis and become like, alcoholics or dependent on drugs. it's vivid to me. I'm very grateful that that wasn't the path that I chose, that path of, self awareness and growth.

[00:00:30] Barry: So that journey of becoming aware of my feelings like I'm mad and there's nothing I can do about it. So I'm just going to process it, acknowledge the fact that I should be mad, that's what led me to journaling. Then that's what, made me mindful of the food I was eating. So I was using food to feel good.

[00:00:49] Barry: Cause I could instantly grab the bag of chips, put it in my mouth and feel good.

[00:01:00] Suneet: Welcome back to the reside platform podcast. I am your host, Sunit Agarwal, and I'm here with an old friend and somebody with a really long resume. So guys, this is Barry Jenkins is going to give you hopefully the abbreviated biography because it's really long because he's done a lot of cool stuff.

[00:01:19] Barry: 26 years in the business, all I've done professionally. I run an 80 agent team in Virginia Beach.

[00:01:25] Barry: I wrote a best selling continues to stay on the best selling charts book on LinkedIn version called too nice for sales. I'm the head realtor in residence at Y Lopo. So I build the products and help cast the vision for the roadmap. And, I train, equip and support team leaders across the country. So, don't have a coaching gig or anything like that, but just my desire is just to help other people grow their business.

[00:01:50] Suneet: Let's be honest. Do you think I'd have a coach

[00:01:52] Barry: on my,

[00:01:53] Suneet: I

[00:01:55] Barry: just, I felt like I needed to

[00:01:56] Suneet: say it. I have plenty of other coaches on here. That's just a little joke. guys, you can expect that you hear a fun conversation because Barry and I go way back and we've been hanging out for a long time, old buddies, old buddy.

[00:02:10] Suneet: So this will be a fun episode because also, I have learned a lot from you, dude, that I've implemented over the years and I was just telling the story yesterday on another podcast and I said, like, you know, they were asking about my team growth and dude, you were. Instrumental in that.

[00:02:28] Barry: Yeah. Yeah.

[00:02:29] Barry: Well, you, you helped me in several moments, take risks that I wasn't prepared to do. So we both supported each other along the way.

[00:02:36] Suneet: Yeah. like the story is Barry calls me one day and I had my team at maybe nine people on the team, maybe 10, maybe 20, to be honest, but, Barry's all dude, I did this thing.

[00:02:49] Suneet: I was like, Oh yeah, let's say he's all, I made an onboarding. And I was all, and it's on Trello videos, I was all brilliant. Can I get a copy of that? it's a very nice, abundant guy, yes, he sends me it onboarding. I used it for a long time. I used it for shit. Four years? I sat down during COVID is when I remade the videos, right, right, right.

[00:03:12] Suneet: He used your videos for four year videos. We're in the onboarding

[00:03:15] Barry: and here is number one team. I mean, some of your agents, like over the years, they're like, I feel like I've known you a long time.

[00:03:23] Barry: Have they really said that? Yes. Yeah, absolutely. Yeah. Yeah. And I just said, you know, I. I'm a big fan of everything Suneet does and, the fact that I was able to be a part of his journey. it's great. It's fantastic. It's what it's all about, you know, helping one another and supporting one another and it's great.

[00:03:39] Suneet: So, I selfishly want to know, I think it's beneficial to me to talk about your book. So, tell me about the book.

[00:03:48] Barry: Yeah, so, you know, as I said, Realtor in Residence at Huaylopo from 2017 to 2020, the Huaylopo customers really appreciated my ability to understand that a lead from Google and Facebook Lacks certainty.

[00:04:02] Barry: They lack clarity around what their needs are. And for most salespeople, the only lead is a lead that knows how to answer questions like, when do you want to move? Have you been approved for a loan? What kind of home do you want? And normally a lead from Google thinks they don't know that stuff yet. And so the agents are like, Oh, these leads are trash.

[00:04:23] Barry: The book really focuses on the agent that, is really good when the person knows what they want, like their sphere and their past client. Yeah, you take on kind of a role of a waiter or a waitress. Like, what do you want? When do you want it? Would you like fries with that? Right? Like it's just very accommodating.

[00:04:39] Barry: And the problem is a lead that doesn't know what they want, doesn't want to talk to us. And so our desire to serve and support. That lead on the other end of the phone means we're going to end the call quickly and say something lame. Like I'll send you an email. And so the book basically tells people you're selfish.

[00:04:57] Barry: You are too focused on making the person like you. When, in fact, you should be consumed with the fact that this person is making one of the largest financial transactions of their life, they don't know enough about the subject to ask a question, you should take on the role of a leader in the conversation.

[00:05:15] Barry: And as I said in the book, I didn't learn what a noun was until I was in my twenties. Like when my teachers found out that I wrote a book, they thought it was a, like my high school teachers, they, they thought it was a children's book. Like they, I'm not the guy, like, I am not the guy. Were you a bad student with like your English? Very, very bad student, solid C, athletic. My dad, when I was like 29, looked at me one day and was like, When did you become smart? Like, I just think I just was a late bloomer. I'm not sure. But, the book, I wrote it like I talk, I'm not a trained author.

[00:05:48] Barry: think that's maybe why it took off, but yeah, it was sold like 25, 000 copies and I didn't advertise it. and the crazy thing is, cause we've talked

[00:05:56] Suneet: about this, but I want the guests, the viewers and listeners to, view and listen to this part too, is bro.

[00:06:02] Suneet: It's like that book has been around for how long people have bought like hundreds of copies of it to give to their businesses. Yeah.

[00:06:10] Barry: Yeah. Two years. Yeah, it's been out. I published it in 2022. you know, and I gave you the beta, like I gave you a PDF.

[00:06:18] Barry: I was like, Hey, like I'm thinking about writing this. And basically going back to the original part of the story, I took the content I was teaching customers because they all acted like it was a big deal. And I basically decided to turn it into a bunch of stories. To, you know, teach people how to sell leads.

[00:06:35] Barry: And I'm actually writing another one. I'm halfway through it. It's a too nice for leadership. This happened to me with the first one. I wrote about half of it and then I realized I was just trying to get it done. And so I put it down that one I put down for six months. This one I put down for a year.

[00:06:50] Barry: I realized I was kind of living the second half of the book over the last couple of years. And so, it's not about clout. then there's no money in writing books. . so yeah, that's, where we're at. And, it's been for sure the most, rewarding thing I've ever done professionally,

[00:07:04] Suneet: So are all the viewers and listeners. What is the URL for the book? Just right now?

[00:07:10] Barry: Well, you can get it on Amazon. There's also a URL for the book, but it's just a link to Amazon, but it's too nice for sales. com. There's a link to Amazon on the page it's cheaper. It's cheaper to buy the book on Amazon than through my publisher.

[00:07:25] Barry: Go figure. Yeah.

[00:07:28] Suneet: I got the line that it's bad for my book, like on Friday. Okay. What do you mean? Line edits. Oh, oh really? That means they, they give you an edit of every line that publisher. Okay. Okay.

[00:07:42] Barry: Yeah. Yeah. I went through a couple passes of the, Editing process, right? It needed a lot of editing.

[00:07:47] Suneet: Yeah, it's so scary. So they're saying that my book should be out in 2 months. What's your book title? What's it called? Oh, dude, you know what? I had a title, but I hated what it was, so I asked John to write a title. I asked Jeff Black to write a title, and he came up with one in like four seconds. And I sent it to the publisher, and I don't remember what it is.

[00:08:07] Suneet: I would have to look.

[00:08:09] Barry: I just hope it's like, Sanit the Tree. Like, I think that would be an amazing time.

[00:08:15] Suneet: Everybody else watching and listening. This is really funny too, because Barry's all, Hey, we shouldn't have a plan for the podcast. I

[00:08:23] Barry: mean, cause this is like a regular conversation. It's like, he knows I

[00:08:27] Suneet: always have a plan, but maybe he doesn't know that. So that's really great on the book. When's the next one going to come out? You know, I don't know. I don't know.

[00:08:35] Barry: I mean, if I was to guess, I would probably say. Probably another year. .

[00:08:40] Suneet: Do you sit down and write or do you hit the mic like when you're on a walk and transcribe?

[00:08:45] Barry: the first thing I want to do is I want to decide what do I want to say? Then I decide, what do I want to say about what I want to say? Then once I do that, I outline the chapters. Then once I outline the chapters, I match stories of my life to the chapter title.

[00:09:00] Barry: Then I write the stories. Then I unpack the story and provide just some context. And then. Actionable items at the end really solid framework that's intentional a F yeah, yeah, yeah, no, well, it is because. I feel like it's like the whole time you're trying to get people to know how smart you are and I want to write so that when the person finishes the chapter, they're like, all right, that moved the needle just a little bit in this department.

[00:09:27] Barry: Like, I got something. So I'm obsessed with clarity. I do the same thing with the events I'm a part of or any speaking engagements. I like, I just think it's annoying when you sit on a session or a teaching or you read. And you put it away and you didn't get anything out of it.

[00:09:40] Barry: It's just such a bummer. And I'm kind of obsessed with not doing that.

[00:09:43] Suneet: You're a really good speaker now. think, you know, my mom was a public speaking professor. So literally every time I spoke, every report ever was. Graded by a college professor. There was not that much pressure as he's assumed, but there was yeah, there was a ton of pressure Sure, sure, but it doesn't matter because I crushed it.

[00:10:01] Suneet: But you're a better speaker than me That's I want to give you props like you know

[00:10:04] Barry: your stuff when you're on stage, bro, you know what? I thank you. First of all, you know what? I do it. How can I told you that? Like the last couple of times I saw you? Yeah, no, you always do.

[00:10:14] Barry: You always do, but you just complimented me. So we're on your podcast. So I'm going to say, thank you. But I think about the person I'm talking to. Before I get on stage, so who in the crowd, not like actually a person, but just a persona, like if I'm going to teach on team management, I'm going to think about a struggling team owner and I'm going to say, all right.

[00:10:36] Barry: I'm getting ready to talk on this topic think about the guy or the girl in the back that's considering closing their business because they just put their lead spend on their credit card bill think about the content you prepared and then because you know there's all those little fillers and the things that pop in your head as you're speaking and if you know the person you're talking to it kind of gives you this certainty one time I was speaking it was a pretty large event and I was in an elevator and the night before someone asked me you What I was speaking on and I couldn't tell the story.

[00:11:07] Barry: Like, I was confused in my own mind and I was like, oh my gosh, I'm gonna bomb. Yeah. So I go through, yeah. I go back to the room and I redo the whole thing because I realized that I didn't have certainty. I, if I couldn't tell somebody in 30 seconds what I'm about to teach on, that's a problem.

[00:11:23] Barry: Right. I didn't have an elevator pitch, and so I had to go back and get that certainty. So, it's a passion of mine to meet it. you know, I really want people to know that when you're teaching, whether it's an agent on your team or you're speaking, thinking about the message who you're talking to Not obsessing about impressing them or them saying at the end, that was really good, but obsessing about like changing someone's business or their life in that moment that you have their attention. I don't know. It's like, it really spins my top. It gets me going.

[00:11:53] Suneet: Dude,

[00:11:54] Barry: I love that. Let me ask

[00:11:55] Suneet: you, I have two questions.

[00:11:58] Suneet: Do you listen to game film when you do the next presentation, if it's the same one?

[00:12:02] Barry: I, I do. Yeah, I do. I think I'm obsessed with it. It's painful. It really is painful.

[00:12:09] Suneet: John has this Tahoe event. The Taha, which is the flagship event. a new presentation, you know, cause you got to come up with new stuff every once in a while.

[00:12:18] Suneet: Right. So I came up with something new. And I did it in, Dallas and it was a smaller room. Many people weren't going to be at the same event. I listened to it for like three days straight, bro. Then when I got on stage, it was just

[00:12:32] Barry: so

[00:12:33] Suneet: fluid.

[00:12:33] Barry: That's actually really amazing. I don't listen to it that much.

[00:12:37] Barry: Well, what you're doing is you're, crystallizing what you like and you dislike about what you were talking about. And I'm sure you got some new ideas as you were talking. Go along. He's all fuck. He always says

[00:12:48] Suneet: five years old. I need you to bring the fire this year.

[00:12:51] Suneet: He's all go along. I was all. All right. I got this listed. Like I got this thing memorized, like a t shirt, like a one color t shirt. Right. So.

[00:13:00] Barry: Well, I mean, and dude, like if people knew how much you've evolved in the last 10 years as a person, as a business owner, like your transformation as a professional, as a husband, as a father, as a, just a human, I think this story, I think people that are used to your podcast, they watch your podcast, something you need to know about Suneet is Suneet was not always this dialed in, in his life.

[00:13:24] Barry: I think that you are an opportunist, and you, choose the rooms that you're in and you're one of the most engaging, personable people that I've met. And, you know, I've never met somebody in the real estate space, at least that isn't like one of your close friends. Like you just, you make close friends, you do, I think that, you know, you choosing the right rooms to be in and your partnerships and your friendships.

[00:13:48] Barry: You've just evolved into like, if I would have told you 10 years ago, Hey, Sunita, you're going to listen to a presentation that you're giving four days straight to prepare and level up for the next one. And by the way, your diet is going to be super dialed in like you would laugh me out of the room. You know what I mean?

[00:14:06] Barry: Like you think about you would've been like, dude, get out of here. Like, it's just, it's cool to see who you've become as a professional. It wasn't by accident. Maybe some of the rooms in the beginning were accident. But after that, you started paying attention to who you were spending time with and that stuff matters, your community, who you're connected to, those conversations, that stuff really changes your business.

[00:14:30] Suneet: I am textbook. Napoleon Hill think and grow rich I just had a coaching call with someone that I went through my morning routine and my calendar. Right? And when I coach people now, and everyone listening here, like, there's a lot of people spending a lot of money to hear me talk about calendar management.

[00:14:49] Suneet: Right? 1 of the 1st things I learned when I was in coaching. So, it's just about learning the stuff and actually doing the stuff.

[00:14:57] Barry: I, you know, went through still going through the divorce process over several years. Yes. Bring it on up. Super like, when you own a lot of stuff.

[00:15:07] Barry: Businesses houses, it makes the process really difficult and, it took me to like despair in darkness in ways that I hadn't experienced in life as an adult. And 1 of the things that came out of it, like, especially a couple of years ago, waking up and having a new rhythm in life, making my bed.

[00:15:29] Barry: Journaling. I've had a remarkable two, which is a digital notebook since they first launched. I think it was right. It during COVID is when it first came out. I've had that same notebook. I journal 600 pages a year, And the weeks that I have my children, I wake up at 5am the weeks that I don't, I wake up at 6am.

[00:15:47] Barry: I journal, I read the Bible and I pray for an hour. Every morning I have a fireplace, it's a gas fireplace that's like heated and I sit in front of it and I'm on the water. So in the summer I sit on the water and, I'm doing right now, I'm transcribe, you click a button, you transcribe your journal notes into a PDF.

[00:16:09] Barry: I'm uploading. My years of journaling into chat GPT. Oh, yeah. So that it's summarizing my year and giving me insight into like, we're just not paying attention to our life. And, Well, I am. Yes. But generally speaking, as a society, we're reactionary as team leaders. We wake up in the morning and we're like, who needs me right now?

[00:16:30] Barry: And we'll live for the weekend too, dude. Oh, Yeah, no, no, none of that for me. don't even know what that's.

[00:16:36] Suneet: I can remember what it's like, but it makes me sick to my stomach to think about it. Yes. You know, I really gladly talked about journaling because every day I'm using notion now because I don't know.

[00:16:47] Suneet: I like it. I like having another app I pay for, although I already have three that do the same thing, have notion now before I just used the notepad and the iPhone, they have a journal app on the iPhone. Now they do. Yep. Yep. And it prompts you a lot like key events and stuff like that. It's pretty cool.

[00:17:03] Suneet: Yeah. So I use notion and you like to write pen to paper. It activates something for me. It absolutely does. However, I'm really trying to rush and get to the gym. So I got 30 minutes. Yeah. Yeah. I write down three things that I'm grateful for three new things every day. I write down, my intentions for that day, whether it's like bring value to every meeting, have a great podcast with Barry Jenkins, put my phone down from six to eight when I go home.

[00:17:32] Suneet: Then I write down like. I have 10 goals, most of them around different businesses that I own, right? Then I write down my manifestations, dude. And I manifest the feelings I have when I hit all those goals. I write them down.

[00:17:46] Suneet: Magical in that shit, right? Then I write down my wins from the previous day. Then I write down, I have about 25 sayings I've picked up over the years. And I list them out in no order. Then at nighttime, before I go to bed, I have a habit tracker to score the day based on my goals.

[00:18:04] Suneet: I love that. And I love, cause I just want to mark off every day as a fucking wind, bro. Uh huh. If I can go to bed saying I accomplished everything I wanted to. And I know I hit the winds every day. The hardest one is to make sure you get 10, 000 steps every day. I do work out, but it can be hard to get the 10, 000 12 zoom calls.

[00:18:22] Suneet: Right? In between lifts. That's what I do. Me too. But it's never 10, 000 steps. Right. Right. Right. Cause I only take 45 second break cause I'm a beast. But, but, then I tell him I have a habit traffic. So if I can go to bed with a full day of winds the next morning, I have momentum.

[00:18:39] Barry: I

[00:18:40] Suneet: love that.

[00:18:40] Barry: Right.

[00:18:41] Barry: Like, it's so interesting. Those of you listening, like 10 years ago, Suneet and I were not this way, like, not even remotely. And like, you know, similar, but different. I have a prayer journal and I write down, I've got like, 50 things that I pray for every day for my children, for myself. And I write down, answers when something changes in my life, I write them down and I have tally marks each day of each time I pray for all of these things.

[00:19:07] Barry: So I'm sharing that nitty gritty detail because what you're seeing Sunita and I do, When you talk about those things, it activates the mind. When I pray about those things, it activates the mind. Yeah, we're, we're getting to this same place where, and then what happens is you look for it to happen, right?

[00:19:24] Barry: you're looking for those things to happen and, it really does make a difference in our lives, having that routine and having that discipline. For me, it was born out of tragedy. I think for you, I think it was some of the rooms you were in. I don't know. Like, well, how did you come to some of those things?

[00:19:40] Suneet: Well, I mean, we both read that miracle morning around the same time. Yep. Yep. Yep. great book, right? We both talked about, I remember the text thread, talking about the turtle text thread, and, but then I, uh, we're laughing because it was a silly name, Teenage Mutant Turtle Text Thread that we had for years, but then from that book, and then also just getting into a place in my life, like I feel like I've been very fortunate in a lot of the opportunities that I've been given, based on whatever, like soft skills that I naturally have.

[00:20:11] Suneet: Right. However, if I want to take it to the place where I want to take it. Which is just more and better, not for any specific financial over, like, I don't need a Lamborghini or a yacht or like private jet, like those aren't aspirations of mine, but I do have financial goals for freedom and legacy, right?

[00:20:32] Suneet: It came out of necessity that if I want to do all these things that I want to do Everything's gonna have to be really Dialed it.

[00:20:40] Barry: Yeah. Yeah. It's really interesting. So your, dedication to a change in your life came from just a desire to see certain things come out of your life. yeah, you wanted, you wanted to see those changes for mine.

[00:20:52] Barry: I became emotionally intelligent. Like in a way that, you know, we, we level up and we're like, block and tackle our problems. Like, oh, screw that. I'm not going to focus on the negative. I'm going to focus on the positive. And I stood that, but I accidentally was suppressing all the hard feelings because I needed to grow.

[00:21:12] Barry: I need to be amazing. And in the process, I was ignoring legitimate, stressors. and so then when life hit me in the face. And I couldn't ignore it. I was faced with a dilemma. Either I'm going to allow this problem in my life to crush me, or I'm going to allow this problem in my life to help me to grow.

[00:21:35] Barry: And I'll just be candid with you. For like 90 days, it could have gone either way. Like, for 90 days, I see why middle aged people go through crisis and become like, alcoholics or dependent on drugs. it's vivid to me. I'm very grateful that that wasn't the path that I chose, that path of, self awareness and growth.

[00:21:56] Barry: So that journey of becoming aware of my feelings like I'm mad and there's nothing I can do about it. So I'm just going to process it, acknowledge the fact that I should be mad, that's what led me to journaling. Then that's what, made me mindful of the food I was eating. So I was using food to feel good.

[00:22:15] Barry: Cause I could instantly grab the bag of chips, put it in my mouth and feel good. And so then when I started to become aware of like, I realized it's not, my stomach didn't want it. It was my brain. And then I got pissed off. I was like, wait a second.

[00:22:28] Barry: So I'm literally just putting in this my mouth, because I want to feel good. Like, is there anything else that I could do right now? Like, do I have to use chips? And so it just kept evolving and I lost 40 pounds. I got muscles for the first time in my life. Yeah, you're looking good. Yeah, it felt so, it feels so good. Like all these PRs, you know, I do hot yoga still two days a week, which is just miserable and amazing. And, I would hope that this little section of your podcast hopefully inspires people that no matter what they're dealing with or how, what they want out of their life, you can literally, that's my favorite thing about life.

[00:23:01] Barry: You can recreate it.

[00:23:02] Suneet: Dude, every day in my journal, I write, this is a great real estate market and getting better every day.

[00:23:08] Barry: Yeah. You're going to find the opportunity. In 2008, there were agents crushing it. Meanwhile, I always said yes. Oh, you want to list it for 300, 000? Your neighbor sold it for 250, 000, but sure, let's go for it.

[00:23:22] Barry: You try doing that for a year, spend all that money on marketing, not have anything close, right? I made 1, 000 that year in 2008. Meanwhile, there were people that were training their agents to say, Oh, you want it for 300, 000? , if you want to sell your house, you have to pull 30, 000 out of your savings because you are underwater.

[00:23:42] Barry: And I went on 10 out of 10 appointments. I got all 10 listings and zero of them sold other agents. 10 out of 10 are 10 appointments. They went on seven out of 10 said, no, thank you, but they got three. So they were selling houses while I was starving. Right. So it's all about just finding the opportunity, no matter what's going on around you.

[00:24:02] Barry: And I'm like obsessed with that, topic. have you read meditations? Marcus really is. Absolutely. It was not an easy read, but I read it.

[00:24:10] Suneet: You got to get the version with the red crow on front. Cause it's a little bit, a little bit easier.

[00:24:16] Barry: Oh, is it? Okay. Yeah. The other one was,

[00:24:18] Suneet: I got the other one too first.

[00:24:20] Suneet: And it's brutal. You're all, what is happening?

[00:24:24] Suneet: But I mean, dude, like I really lean on for the way I think now.

[00:24:28] Barry: I just think it's a better way to live, especially cause we have access to so much pleasure. we're surrounded by it. And so if we don't have a degree of self control, it'll just wreck us. Yeah, literally. just the

[00:24:41] Suneet: dopamine rush from checking your email.

[00:24:44] Barry: Absolutely. And I I'm kind of irritated with dopamine and, for me, getting a personal trainer was a cheat code because I was lifting for six months. And I kept plateauing, and so I hired a personal trainer. I've had the same trainer now for two years, and I realized something, you know, this, the science tells us that there's a part of our brain when we do something we don't want to do, but we do it anyway, that part of our brain physically grows, and I realized there was a parallel.

[00:25:17] Barry: Of the fact that I am grinding five to six days a week in the gym. And when I'm faced with a dilemma at work, it's like, let's fucking go. Like, almost want it. want it. I don't know. It's weird, man. it's awesome though.

[00:25:33] Suneet: like we've read in all the same books and heard on the same podcast and content is like, you know, do hard things it really are easy, hard thing to check off the boxes. Go kill yourself in the gym,

[00:25:45] Barry: conscious suffering. Yeah, and also I noticed in the gym, I was embarrassed when I couldn't lift the weight.

[00:25:53] Barry: oh, really? Yeah, like in the beginning, I noticed like when I'd be doing the weights, I was, I was like, I wasn't lifting heavy, but I was still an ego lifter. I was very aware of everyone around me. And when I was doing my set, like my arms would shake And so I found myself subconsciously keeping the weight lighter so I could finish my sets.

[00:26:11] Barry: And then I worked out with some meat heads. For three months. And the only time they got excited is when I did the way and I couldn't finish the set because it was too heavy. That's where growth is. and so the one that I worked on over the last six months is pull ups. You know, a year ago I couldn't do any.

[00:26:28] Barry: Now I can do 21

[00:26:30] Suneet: really

[00:26:31] Barry: 21

[00:26:32] Suneet: in

[00:26:32] Barry: a row. I'm so proud of that. Yes. In a row with no breaks. No, no, no, no, no, no, no. Three sets of seven. I could probably do In a row, good, but three sets of seven with a barbell or a dumbbell, strapped, you know, like a 10 pound, 20 pound, depending on what I'm doing.

[00:26:50] Barry: And those were hard for me. They were embarrassing because I was like, so demeaning. I couldn't, And now. Now I'm actually doing them right and so now as I have business problems, I just parse through them and I just I love it.

[00:27:03] Barry: We had a brokerage locally that was eating me alive. They were cheaper. normally the brokerages that are cheaper than me were lower value and they weren't cool. And this one figured out how to be cool and have a cool culture and be cheap. And there were like 20 of my agents that didn't need leads.

[00:27:21] Barry: 20 is excessive, maybe 11 and they got them over 18 months and everybody's like, what are you going to do? And I was like, I'm so grateful for them. And people are like, what are you? When you're grateful for them, I'm like they created something awesome and it's forced me to decide what kind of business do I want to run?

[00:27:43] Barry: I was trying to be everything to everybody and this showed me that there was a demographic of agent that I had in my organization that wasn't really thriving. They didn't need my leads. They didn't need my leads. I was trying to keep that they had 50 percent of my mind share because I was obsessed with how to be attractive to these agents.

[00:28:01] Barry: And then when they left, they were gone. And I was like, now I only have people that need my leads. You know what? Let's go find some more agents that need my leads. so like, I love it, dude. I love the competition. and it's funny because these brokerages that do this, they think I hate them and I don't hate them.

[00:28:16] Barry: I'm like, you're doing something awesome. And then now I got to do something awesome too.

[00:28:20] Suneet: am not going to change the trajectory of my business based on somebody else's business model.

[00:28:24] Barry: Exactly. But I think the gym and the struggles of life have allowed us and afforded us the fortitude to. have that grit and to double down It doesn't matter what anyone

[00:28:35] Suneet: else is doing. I'm going to do what i'm going to do.

[00:28:38] Barry: Yes I'm in a really really good place. Like everything is not perfect I have lots of problems like everybody else does but like I can say that mentally, emotionally, physically, spiritually, I'm at the top of my game.

[00:28:51] Barry: and so, you just have to keep fighting. Yes.

[00:28:54] Suneet: So good. So dude, tell me about why Lopo.

[00:28:57] Barry: Why Lopo been there since 2016, 2017. I helped make the product. it generates leads. I'm really proud of the lead conversion process because leads answer between 7 and 20 questions when they register on the website on the PPC.

[00:29:12] Barry: Yeah, yeah. And facebook. And I'm really proud of that because that was a project I worked on. you know, there used to be a trade. Oh, you want to see photos. Give me your name, email, and phone number, and I'll let you see them. Right. But now Zillow is such a trusted brand.

[00:29:24] Barry: The consumer doesn't value that trade anymore. So we made the lead registration process, a conversation between the consumer and the website. And what that allowed us to do was to get seven to 20 questions answered and drive the cost per lead down. So long form leads have been around forever. That's what a long form lead is They're like 30, 40, 50 bucks. And we're bringing them in, depending on your market, like in mine, they're like 15. And then two years ago, so in 2019, we were the first to have our own AI SMS. in 2019, AI was block it was like categories like, oh, they responded good. Respond with this text. Oh, they responded bad.

[00:30:01] Barry: Respond with this text. Sure. But then over time, in 2020, 21, we had true AI. And then for the last two years, Teaching a robot how to talk to humans. And 10 percent of all of its phone conversations Our live transfer to the agent, 10 percent I've never had a human ISA convert 10 percent of conversations.

[00:30:25] Barry: CPC leads?

[00:30:27] Suneet: Shucks. That's never. Ever. turn up my Aspen.

[00:30:31] Barry: Well, we're getting ready actually to launch. there's some really cool stuff with old leads that we're working on.

[00:30:37] Suneet: Nick Sievers, you know, he's all, Hey, it's time to, you need to tell by love, but it increased the lead spend

[00:30:43] Barry: well, and the partnership with reside, like, I'm just, I don't know, man, I'm just so, cause what you guys have been able to build in your organization, just having you guys crush it in every department, like, yeah, it's bigger than just technology you need the relationships.

[00:30:56] Barry: You need the coaching, you need the direction. There's so many pieces missing. You can't just buy software and expect your organization to thrive. It's like buying a box of tools and expecting to be able to fix your car. Like it's bigger than that. You know, I

[00:31:10] Suneet: mean, dude, we coached team agents, right?

[00:31:12] Barry: Like actually nobody can do that. That's grueling work.

[00:31:16] Suneet: it's grueling work. And we headhunted great trainers to do that. Yeah.

[00:31:20] Barry: Lopo has been able to, you know, work that out and we're working together, like, it's just, honestly, it's so cool. Cause we've always been friends, but professionally we've been able to like, partner back up.

[00:31:30] Barry: So it's been really cool.

[00:31:32] Suneet: What are you most excited about in 2025, dude?

[00:31:35] Barry: Ancillary revenue. Yeah, I'm really, I'm obsessed with, Give me an example. in our area, termite and moisture issues are a big problem and to the point that you can't get a mortgage without a letter from a moisture and termite company saying there's no moisture to the ocean.

[00:31:55] Barry: you guys opened up a home services company like that. So we might, but what I did initially was I found a termite company that doesn't do crawl space repairs. and I found a crawl space company that doesn't do termites. And so then I came up with a model where, if my agent refers a deal to the termite company, do the inspection, they get our in house photography.

[00:32:21] Barry: So they get free listing photography. my agents winning because they're getting photography done there. You know, there's a benefit to them. The termite company is doing it because. They're getting free leaves for me you know, there's revenue from the termite company, right?

[00:32:34] Barry: Cause they're going to do some termite treatment and then there's a significant amount of revenue from the call space company and I'm able to do this and I don't have to be involved in the day to day. So it's just everybody has a shared interest. So when I do ancillaries, I negotiate the deals to where.

[00:32:53] Barry: The other person's excited. Like I love a third, I love a third of the profit. find that asking for a third minimum expenses, but a third of the net profit from the business. And you got to lock in your P and L like. They love the suddenly pencils cost a hundred bucks. Like, you got to standardize the pricing before, if you're going to go with a piano, 20 percent of top line.

[00:33:15] Barry: Yeah. Yeah. Like whatever, but I want everybody to be like, this is fantastic for me.

[00:33:20] Suneet: I think that you can just say 20 percent on top line is you should be spending 20 percent on marketing. I'm feeding you deals. This is a marketing service agreement

[00:33:30] Barry: absolutely. So I have two other ideas of two more ancillaries that aren't even your biggest, I mean, we've had mortgage, we've got insurance, like those are great.

[00:33:37] Barry: Like those are awesome. And I love services. I would, if there was a good

[00:33:41] Suneet: niche in Sacramento that isn't Regulation heavy and I'm in California. So that's a big thing here. And the ones that aren't regulation heavy it's a red ocean, right? Right. There's like, it's a red pond. Like you're not getting any business, but I would buy two trucks.

[00:33:59] Suneet: I would rent a warehouse. I would run ads on Google and Facebook using the AI stuff that you already have to set more appointments, have something. And if I talk about it and driven mastermind a lot.

[00:34:10] Barry: Yes. Yeah. I just, I'm really excited about it, man. And, you know, part of my role, you know, I have two full time jobs.

[00:34:16] Barry: No, that's not true. I spent about five hours a week on my team and about 35 hours a week building while a bow and I've got a great team behind me. But to be able to create all of these additional sources of revenue for my real estate business, it takes me back to 10 years ago, it's like a game again.

[00:34:33] Barry: You know what I'm talking about? Like, it's just so fun.

[00:34:36] Suneet: Good. Well, dude, let's wrap it up. If people want to reach out to you, send you a referral or learn more about Ylopo or do anything else, what should they do?

[00:34:48] Barry: I would say Instagram real R E A L Barry Jenkins. So at real Barry Jenkins,

[00:34:54] Suneet: damn, you got 17,000 followers, bro. It's amazing. So go follow Barry. There's a bunch of great content on here. Bunch of celebrities on here, real quick. What's the story with

[00:35:07] Barry: you seeing so many celebrities? Just super aware of my surroundings.

[00:35:12] Barry: Yeah, actually the Kyrie Irving story is really cool. I was in Vegas teaching, I taught at Zillow and Locke, and then I taught at another mastermind on Thursday. I got done teaching on Thursday and I looked at the other teachers and I said, , I'm going to walk back to my room. I've got a buy 1, get 1 1st class. You know, the companion ticket. For airlines, I'm going to go buy a ticket to fly to Dallas. I want to watch the Mavericks play the Spurs. I'm excited about seeing Kyrie and I want to see Wimby. He looks tall, right? So that's literally what I said.

[00:35:46] Barry: I'm walking to Aria by myself. My phone is in my pocket and I'm just observing. Kyrie Irving walks right up to me. And I was like, dude, I'm such a big fan of yours. And I whispered, I was like, I'm such a big fan of yours. Can I get a picture with you? And he was like, yeah, man. And I was like, dude, the way that you handled COVID when you were at Brooklyn, I just cannot imagine the amount of pressure.

[00:36:09] Barry: I mean, he couldn't play home games for a year because if you like it or not, it's another discussion. He decided he didn't want to get the COVID shot, right? And the fact that he went a whole season, I was like, dude, how did you stand to that social pressure? So he and I are talking, his girlfriend takes my phone, starts filming me.

[00:36:27] Barry: He's like, bro, what's your name? And I was like, man, I'm coming to see you. And I got seats for 400 sitting right behind the owner of the Mavericks. Who's the rich guy again? I forgot his name. I have Mark Cuban. Our Cuban, I was sitting right behind Mark Cuban and, it was just such a great story, awesome.

[00:36:43] Barry: Especially since you like him, like that's rare. And he was like, what's your name? And, I messaged him on Instagram and there's a bunch more of those, like when you look at my Instagram, I just keep running in a

[00:36:53] Suneet: lot. I don't know who Kyrie Irving is, but it sounds like an athlete.

[00:36:57] Barry: Olympian, NBA superstar, won a championship with LeBron.

[00:37:09] Barry: I would say arguably like top five, top 10 guards in the NBA. Okay, cool.

[00:37:15] Suneet: So go follow. At real barry jenkins and send him a message for a referral learn more about his book or you can go online to Two nights for sales. com the link will take you to amazon because it's real simple.

[00:37:29] Suneet: That's awesome and dude. I really want to thank you for coming on I know i've been trying to get your ass on here for a long time

[00:37:35] Barry: Yeah, it was my pleasure, Cindy, honestly, it just felt felt like we just hung out for however long we just hung out. So it was awesome. Yeah.

[00:37:41] Suneet: Yeah. Hopefully you guys watching and listening and checking out our content.

[00:37:45] Suneet: Hopefully you appreciate this conversation. Some self development talk, which I just like, right? some self development talk. Some business talk and how you can apply it to your business and maybe more importantly to your overall life know, if you like this episode make sure to like and subscribe Share with a friend leave a comment.

[00:38:05] Suneet: It's something really hit and we'll see you on the next episode of the reside platform podcast, bye