Turn “I’m Not Ready” into “Let’s Do It” with Joel Rico

[00:00:00] Joel: Make no mistake about it. If you're selling real estate, you are a professional communicator. Yes, your job is to communicate about the price, about the listings, about the description, about how things are gonna work, about what copy you put on your website and your business cards.

[00:00:18] Joel: You are a professional communicator. Yes, you could be the best agent in the world, but if you're terrible at delivering it, nobody knows.

[00:00:32] Suneet: Welcome to another episode of the Reside Platform podcast. I am your host today, Sunni Agarwal, and we have an awesome guest. I've been looking forward to this one and just hanging out with this really smart guy. Joel Rico. Joel's been a powerhouse in real estate, master coach. In fact, we can talk about the first time that I saw you speak and the impact you had on me.

[00:00:56] Suneet: Sure. And an expert in neurolinguistic programming, which is a small school of experts, so that's very cool. Joel has spent years helping agents transform the way they communicate close deals and grow their businesses. Today we're gonna talk about the power of language. Just talking to people in general and have the right mindset can change everything.

[00:01:19] Suneet: And in the notes here it says everything in real estate, but I will believe it's everything and everything.

[00:01:25] Speakers 1: Yeah.

[00:01:25] Suneet: So let's get started. Joel, just tell everybody a little bit about yourself before we dig in.

[00:01:30] Joel: Well, I was born in 19th. No, I'm kidding. You know, I started my, professional life as an engineer, so I worked, no, I didn't know that.

[00:01:41] Joel: Yeah. Yeah. I'm a, professional mechanical design engineer. I worked in the power industry for a few years. I did some design work. I was a watch designer for a few years. Oh, that sounds cool. Yeah, I have a bit of a collection and you know, I just decided, I just, I always had a boss that was like not an engineer.

[00:01:58] Joel: There was always some sales guy promising shit that the engineers like, what? So I just started like flipping houses for fun, on the weekends. Okay. And it turns out that. I got really frustrated flipping houses. 'cause every time I had to buy or sell, I was using an agent and they weren't calling me back and they were full of crap.

[00:02:17] Joel: And I thought, if I'm gonna make any money doing this, I gotta get these agents out of the way. They were, I mean, had I met you, it might be a different story. So I thought I'm gonna go get my license. That's it. I gotta, do it myself. Sure. And then some people around me were like, my agent's awful.

[00:02:33] Joel: Would you please come sell my house? Would you help me buy? And before you know it. I'm making more money on the weekends than I was running a $30 million engineering company. Wow. Yeah. So I, I left engineering to go into real estate my first year or two I did really well because everybody that knew me was like, oh, I know Joel.

[00:02:51] Joel: He's smart, he's honest. Let him help me. until I got through my immediate sphere then I, realized like, oh God, I gotta learn how to talk to people like. You hear these stories about, oh God, you gotta deal with the engineer. Yeah, that was me. Yeah. I had to learn how to talk to people and how to be engaging and I had to learn all that.

[00:03:12] Joel: 'cause engineers don't do that organically. So I started, I studied like a good engineer. I studied everything and in that process I became, an NLP Master practitioner. I'm a certified hypnotist. I've done a bunch of therapy courses, like anything that has to do with how do we get a concept from this skull into that skull, and then how do I take their information and my, what they said and what I heard and what I think they meant.

[00:03:38] Joel: Like there's a lot of moving parts in there. So I really just got fascinated by. Solving the puzzle of, is that really what they meant? Did they really get what I meant? Like where is the communication going astray? Right. So I started coaching and I've been in the real estate space, coaching and training brokers pseudo full-time since oh 6, 0 7.

[00:04:04] Joel: So there

[00:04:05] Suneet: it is in a nutshell. Yeah. Long time went. And you had become a realtor. After being an engineer? 'cause you were dissatisfied with the representation you were getting. Honestly, isn't that the most common reason to hear about people getting their license?

[00:04:20] Joel: Yeah. That, and people that think like, oh, I, it'll be real easy.

[00:04:24] Joel: I can go get fat checks. I'll,

[00:04:25] Suneet: it'll be easy. And yeah, drive my YBMW and get fat checks. Yeah. Everybody gets a Mercedes. I'll, sign up. Yeah, yeah, exactly. And like, tell people a little bit. So I'm gonna be like completely selfish on this episode. Be whatever you want. I. I always am, but thank you.

[00:04:44] Suneet: Is my father, and I think I might have shared this with you, is once my parents got divorced or maybe even prior, he was always big in self-development, and this is eighties and nineties, right when LMP was kind of in his infancy, I would say. Right. Came out in the seventies, right? Yeah. You know, like any, I don't know if you know, he was single.

[00:05:08] Suneet: Maybe he wanted to learn, NLP to date, more females. Right. Maybe that was part of it. Maybe part of it was business. But the point of the long story now is that there was always NLP books around the house. Oh, awesome. Right. So I got really exposed to that. And then in hindsight. I've always appreciated it, but I've never set aside the time to become a practitioner, although I know you and I know some other guys that are really great.

[00:05:39] Suneet: So can you explain NLP to our viewers and listeners in your own words?

[00:05:45] Joel: Sure. So, NLP, the breakdown it stands for neuro. Linguistic programming, neuro, the brain, linguistic is spoken. And then programming is, you know, having some sort of an effect on the other end. So. by the way, the most popular NLP practitioner on planet Earth is Tony Robbins.

[00:06:04] Joel: Yep. And so Tony Robbins, uses NLP to get people to tap into their dreams and to step over their fears and Right. It's a very powerful tool to communicate past all the. Surface stuff and really get to the heart of the issue. where that comes in for me though, I want to use it to get people to like, are you really serious about moving?

[00:06:27] Joel: Are, you know, let's talk about that price. so I wanna use it to get to the bottom of how do we solve this? And NLP really comprises two major components. One of those components is how do you get in sync? How do you get in rapport with somebody quick? I. Yes. Right. So consider Sunni. There are people in the world that you really love to be around.

[00:06:51] Joel: Yeah. And there are some people in the world that you really don't like to be around, and I bet it's not because of the way they dress or the pitch of their voice, or who they voted for. It's something about being around them that doesn't feel right to you.

[00:07:06] Suneet: Yes.

[00:07:07] Joel: So as salespeople, We're around new people all the time.

[00:07:10] Suneet: Yes.

[00:07:11] Joel: And sometimes when you meet somebody new, you just like 'em and sometimes you meet somebody new and you, you don't like 'em. Yeah. So one of the NLP tools is how to listen to how other people show up so that you always show up as somebody who's liked. Yes. Right. So they're not like, oh God, it's that guy again.

[00:07:30] Joel: Right? It's all the tools to get rid of that. And then step two of NLP are literally language tools, the specific sequences and orders and powerful words to use to get your point across and to, you know, get focused on an issue. I think the biggest thing in, in solutions for communication. For real estate brokers, this really comes down, in my opinion, to, the core of it really comes to objection handling.

[00:07:59] Joel: Right. They want a price that's not realistic, and I obviously want a price that's realistic enough to get it to sell. We have a difference of opinion. There's some sort of objection and that needs to be solved. So using specific tools to get to the heart of the issue. To really solve the problem that needs to be solved and not be up here arguing around things that are irrelevant.

[00:08:21] Joel: So that, felt like longer than I had in mind, but I know that was clear. I totally got it. I think you did a great job of explaining it. Let's break that down because When I was a brand new agent or maybe more in production than I am now, which is being in production at all.

[00:08:37] Suneet: Rapport was important. Yeah. and I think that the definition, that too many. Novices are maybe people, yeah, I would just say novice, right? Or maybe people that don't even understand what rapport means is find something that we have similar that we can talk about. Oh, you went to Chico State? Me too.

[00:08:59] Suneet: Oh, you like the 49 ERs. Me too. Right? That's what so many people think getting in rapport is. that's not what we're talking about at all. I think there's a little aspect of building rapport by having commonalities, but it almost feels you're digging for something to talk about and embellish.

[00:09:20] Suneet: Once you do that, I remember this one client. It was a Zillow lead and I met them in College Greens here in Sacramento, right when I was, heavy in College Greens at the time. And, I looked him up before our showing and I found out that the wife or the girlfriend went to Chico State just like me.

[00:09:41] Suneet: So I waited for the right moment. At the first show we to talk about college and Chico State, and you know what? It came off super insincere. And we immediately fell out of whatever kind of relationship that we had been building, and I didn't represent them. They called me and fired me. Yeah, typical, typical, right.

[00:10:00] Suneet: So, that's what I always think about is that was my novice interpretation, even after having ample exposure to NLP and what it meant. So number one, if you're watching and listening to this. Go to YouTube, type in Tony Robbins building rapport. It's a seven minute video from like 1974.

[00:10:20] Suneet: Right. But why don't you

[00:10:21] Joel: explain it for everybody who's here right now? Well, so what you just described is super common and I think it comes from a good place like you and the dog. I have a dog too right, but it, it just feels so like school kid. Yeah. It feels like somebody's just trying too hard to be my friend.

[00:10:40] Joel: Yes. Doesn't come off as being authentic. So the real move is think about the people that you like to be around and think about the people that you don't like to be around. And there's something about the way in which they speak. Yes. And so. Keep in mind as salespeople, we're having new conversations with new people, either on the phone or in person.

[00:11:01] Joel: It's way easier to do in person And think about it like this, when you meet a 2-year-old, how do you speak to them?

[00:11:09] Suneet: Like

[00:11:10] Joel: a baby. Good analogy.

[00:11:12] Speakers 1: Hey, how are you today?

[00:11:14] Joel: Right? if you're lucky enough that your grandparents are still alive, how do you speak to your grandmother?

[00:11:18] Joel: Very slow and calm. Hey grandma, how are you today? Right now I'm not doing that to be, you know, demeaning. Like I think my grandma's slow, so I'm gonna speak slow. 'cause she's not very bright. No, it's that I know that she processes slower. Why when I talk to a 2-year-old, do I raise my pitch three octaves, Hey, how are you today?

[00:11:40] Joel: Why? Because that's how they communicate. Yes, that's how they listen. How they speak is how they listen. And so if I know how they speak and I just speak the same way they speak now I show up subconsciously. I show up as part of the tribe.

[00:12:00] Suneet: a, what a good analogy and what better evidence can you ask for about NLP not being some bullshit hack type stuff.

[00:12:08] Suneet: Like it's literally, this is the wrong and the right word. It is programmed into our like instinctual behavior by the way we talk to children, right. By the way, we talk to elderly people.

[00:12:20] Joel: Yeah. And so, you know, I just encourage people well, I teach a workshop and I focused it down to just an objection handling workshop.

[00:12:29] Joel: And one of the things that I, we cover in there is, you know, if your client uses profanity, you can use some profanity too. Not as much. if they're on a scale of one to 10, if they're an eight, you should be a five. Yeah. Water it down a little bit. But never be the first one to use profanity.

[00:12:47] Joel: They might not be a profanity user, and if you are and they aren't, you're out. Yeah. And the other way works too. What if they're really comfortable with profanity and you are not? And you're like, oh, that's, gosh, darn, that's not gonna work. Holy moly, if you're coming off this really pious, like you're a minister and they're really casual using a lot of profanity, you're not gonna show up as part of their tribe either.

[00:13:17] Joel: So the goal is I want to speak and act like them, like their friends, like their family, like their tribe. I just want to fit in. That's it. That's the move. And there's a lot of different layers of that all the way down to how loud we speak, how fast we speak. But let me give you this, one of my favorite examples.

[00:13:35] Joel: Okay, good. Suneet, when you meet somebody new and they speak really slowly and. what do you think about that person? That they're dumb. Yeah. That they're not very bright. So what about the flip side? what happens when you meet somebody that's like, oh, sun. Hey, I'm Joel. Hey, come on in.

[00:13:56] Joel: Have a cup of coffee. Can I get you something? I'll be right back. Okay. Have a seat. I'll send her in with a cup of coffee. I'll be right back. What's your first honest judgment about that person?

[00:14:04] Suneet: That they seem anxious.

[00:14:06] Joel: Yeah, maybe they're anxious. Do you trust them? No. Why not?

[00:14:11] Joel: It's just an instinct. Well, I just don't trust them. Yeah, like they're going so fast. They're not leaving space for me in the conversation. It's all about them. So the conversation becomes a one-sided, Hey, come on, sit down. I'll be right there. Right? And I'm no longer part of this communication. So for the people that speak really slow, we think they're not very bright.

[00:14:31] Joel: And the people that speak too fast, we inherently don't trust them. So here's, here's the conclusion for every one of your clients slash prospects that speaks slower than you, they speak slower than you. They think that you're being slick and they inherently don't trust you. And for every one of your clients that speaks faster than you, they think you're not very bright.

[00:14:57] Speakers 1: Mm-hmm.

[00:14:59] Joel: Damn. it's just how we are. It's not like we're being jerks. It's just how we probe. That's just how we think. I.

[00:15:06] Suneet: Yes. Let me ask you a follow up question of this. Sure. Once again, selfish. Go ahead. My beautiful wife, Christine, she's the best.

[00:15:15] Suneet: When she hangs around people with accents, she automatically falls into emulating the accent. And I've noticed that it's not like she's not special in that. I've noticed that a lot. is NLP at? Some kind is like something happening there.

[00:15:32] Joel: I mean, I don't think she's practicing NLP, but I think NLP will adequately describe what's happening there.

[00:15:39] Joel: Yes, so, and me too. I'm born and raised in California. I spend enough time in Texas by Friday I am starting to say y'all. Right. And I promise if you're listening to this and you don't live in California, you come hang out with Suneet or me, come hang out with us for a week. By the end of the week you'll be calling people, dude.

[00:15:58] Joel: So that is the same thing. It's just literally people wanting to fit in. Ah. That's it. Right. And it's not coming from a, like if I go to Texas, I don't walk in on day one and go, howdy y'all. Yeah. Totally insincere. But you know, you hang out enough and you're listening to how they speak.

[00:16:18] Joel: one of my college roommates graduated and went to Australia for a year. Okay. What do you think he sounded like when he came home? Yeah, he still half Australian. ' cause he'd been in it for a year, that's not people being inauthentic. It's just eventually, like you do it too. You hang out with people long enough that you and your friends have inside jokes and you, you know, like you start to meld together.

[00:16:42] Joel: Couples that are together for a long time, they start to sound alike.

[00:16:45] Suneet: And that's the interesting thing too, like with, I think that's a good segue, is the rapport aspect. Something that Tony Robbins worked on was like saving marriages from getting the husband and wife right to get in rapport.

[00:17:02] Suneet: Tell us about that, because that's super

[00:17:04] Joel: powerful and I think, I think what Tony did really, really well is to get them on the same page, Right. So the goal is to get in Tony Robbins case. I want to get them on the same page. He's not really hearing her. She's not really hearing him. And what he does really well is he gets him to totally stand in her shoes and see the world through her eyes.

[00:17:29] Joel: And if you were her, how would you see it? And then put her in his shoes and say, look, if you worked all day and you did this and you, and then you came home, how would you feel about that? And he gets them very powerfully to appreciate each other's perspective. So they go, oh God, I never like the same thing with me when I do objection handling.

[00:17:49] Joel: The most common response I get, like nine times out of 10 is they say, I never thought of it like that. Well, I never considered it like that. That's almost every time.

[00:18:03] Suneet: Well, that's so good. Right, because you're getting people to question their beliefs.

[00:18:08] Joel: Yeah. So that, oh my God. I love you said that the most powerful thing is to lead people to self-discover.

[00:18:17] Joel: Yes. It's the way to do it because. Think about any conversation you've had, any disagreement, you know, like you're on a different page, whatever. You're talking to your friends about politics or about a price of a house, whatever it is. And I can say all day long, Hey, look, I know you want 800 for the house, but it's only worth seven.

[00:18:37] Joel: And let me show you why. Look at this. Look at this. I'm right. I'm right. Look at the math. Look at the math. You're not making any progress.

[00:18:44] Suneet: No.

[00:18:44] Joel: that doesn't work. that's actually what got me started on this mission. I was flipping houses and I was really good at appraising and running numbers and, and calculating ARVs and, market value.

[00:18:57] Joel: And then I'd go out as a listing agent and I'd say, this is what your house is really worth. I can mathematically prove it to you. Right. Degree in math. I can prove it. I would prove it mathematically, but I'd lose the client.

[00:19:10] Suneet: Yes.

[00:19:11] Joel: Yeah. Over and over and over,

[00:19:13] Suneet: dude.

[00:19:13] Suneet: It's the beliefs and I've become more aware of that recently. I don't know where that awareness came from, but like. As you know and all the viewers, listeners know, I've, you know, I coach team leaders and all have agents and these other businesses, and when somebody has a belief in conviction, I think politics is a very recent thing.

[00:19:32] Speakers 1: Yeah.

[00:19:33] Suneet: There's nothing that you're gonna show somebody to change their belief. you must take them on the path to self discovery.

[00:19:41] Joel: You must. You must, it's impossible, like I operate under the guise that it is impossible to convince anybody of anything. I'm not even interested in making that, but what I can do is I can ask really good questions that cause them to go, oh, oh, that doesn't fit.

[00:19:59] Joel: Oh, yeah, but how about that? Well, how do those things Wow. Oh, like my goal is to get them to think. I have a sign on my wall that says, I can't force anybody to believe anything, but if I ask the right questions, I can trick them into thinking for themselves.

[00:20:19] Suneet: Ah, dude.

[00:20:22] Joel: Right? that's what I want. they have to go, oh, I never thought about, I never saw that before.

[00:20:28] Suneet: You know, this is so good for the salespeople who are Yeah.

[00:20:32] Suneet: Who are listening to this because like, you're fighting a battle that you can't win. Yeah. you're literally fighting a battle. You can't win no matter how much evidence you have,

[00:20:43] Joel: you cannot win that fight. Yeah. But what I think I do very well is. I'll speak to a buyer and I'll say, well, if you were, I put the buyer in the seller's shoes, the seller in the buyer's shoes.

[00:20:54] Joel: As a buyer, if you were the seller and the house has been on the market for five minutes, would you take a $50,000 price reduction? Well, no. Well, then that offer's probably not gonna fly.

[00:21:06] Speakers 1: Yeah.

[00:21:07] Joel: And then when I'm on the listing side, I might say to the seller, okay, if you were a buyer. And you wanted to buy a house in this neighborhood and you could buy this one, this one, this one or this one, and your house is listed 800,000.

[00:21:20] Joel: Would you even go see it? Well, no. I look, I'd buy the cheap one. Well, that's how buyers think, right? you gotta get the seller to think like a buyer. You gotta get the buyer to think like a seller. You gotta let 'em see the multiple perspectives

[00:21:32] Suneet: That is so good. You just impacted my life. Joel Rico is, you have you have to question to get the people to understand it from a different perspective. Put them in their shoes.

[00:21:45] Joel: Like I, I wanna throw up whenever I hear some seller say, well, let me tell you what I have invested in this house.

[00:21:50] Joel: This is what I paid. This is what I spent. Okay. The buyers don't know. The buyers don't care. Yeah. They don't know what you spent. They don't know what you, they don't care what you owe. They don't care. that's not a data point. The appraiser doesn't care. The market doesn't care. I'm sorry.

[00:22:06] Joel: I hate to be the bearer of bad news. Yeah. Okay, dude, that's still good. So, I wanna ask some more stuff about rapport. Me and you are both wearing black t-shirts right now. are we in rapport,

[00:22:19] Joel: Joel? I mean, it's not a fair question because you and I already know each other. Okay. we both always are wearing black shirts, so Yeah.

[00:22:27] Joel: Yeah. We, we know each other, you know, we're already comfortable together, you know, so that's a, cheat. but you know, if you're, for our friends that are selling property in Texas, if you're selling a, farm, if you're selling a ranch, don't show up in an Armani suit.

[00:22:44] Speakers 1: Yeah.

[00:22:45] Joel: That's probably not gonna work.

[00:22:48] Joel: And if you're selling, you know, luxury in Miami. Don't show up in flip flops and cowboy boots, you know, show up like luxury, you know? So yeah, you want to be, dressed for the part for sure. But the fact that we're both wearing black shirts, probably not enough.

[00:23:04] Suneet: Yeah. So let's say that I am a realtor and I meet a brand new client from online, from, Zillow or some online stores.

[00:23:14] Suneet: I get to the house. What steps can I take to get in rapport with the other person?

[00:23:21] Joel: Well, I'm sorry to give you the bad news, but the answer is you have to pay attention and listen.

[00:23:28] Suneet: Okay. So step number one is pay attention and listen. I think the real step number one, is to realize that you must get in rapport.

[00:23:38] Suneet: So step number one, realize that, that you have this thing. Step number two is pay attention and listen. What am I paying attention and listening to Joel?

[00:23:47] Joel: Well, you know, just like the example of the baby and the grandma or the fast talking person and the slow talking person, I really want to pay attention to how they're communicating.

[00:23:57] Joel: I've been doing this for so long, it comes pretty natural to me now, but you know, you ring the doorbell and they open the door and just imagine how you would show up differently if the guy opens the door and he's a, you know, this is a real example from a realistic appointment. I went on, the guy opens the door and he's a six foot four Hell's angel dressed in leather and denim?

[00:24:17] Joel: He is like, yeah, who the hell are you? Versus somebody opens the door and they're like,

[00:24:22] Speakers 1: yes, hello,

[00:24:25] Joel: or somebody answers the door and they're like, oh, you must be the real estate broker. Oh, please, won't you enter our home?

[00:24:31] Suneet: Yes,

[00:24:31] Joel: but if you don't show up wildly different for those three people, it's over.

[00:24:39] Joel: Right. If you show up the same way for everybody, for every house, for every person, you're like, here's my script, here's my pitch. Hi, I'm Joel, I'm here. I got a program. This is how I do it. If you show up the same for everybody, then you are the reason why they say, you know, sales is a numbers game. You're gonna get three out of a hundred because you're only doing it that way.

[00:25:02] Joel: And once in a while somebody's gonna match with you. I think we should communicate and be open to communicate the way they wanna communicate, because it's my job to keep them in their comfort zone. Why? Why do I wanna keep them in their comfort zone?

[00:25:20] Joel: Because it's the only place where they say, yes. That's it.

[00:25:25] Suneet: This so far the education you're giving me, my NLP has been more than ot. Oh, sweet.

[00:25:32] Joel: That's just the rapport half. the other half is like linguistics and how do you frame things and how do you, speak such that.

[00:25:39] Joel: your message really, gets across. Make no mistake about it. If you're selling real estate, you are a professional communicator. Yes, your job is to communicate about the price, about the listings, about the description, about how things are gonna work, about what copy you put on your website and your business cards.

[00:26:00] Joel: You are a professional communicator. Yes, you could be the best agent in the world, but if you're terrible at delivering it, nobody knows.

[00:26:08] Suneet: Dude, I think that was something that I really got into very quickly on becoming successful realtors so fast is. My mom is a communications like professor, right? Like I, it's been hammered into me to where I should be able to talk to people.

[00:26:22] Suneet: I think that it was hammered and it worked so well. Something worked for sure. Yeah. So, so in the linguistics, give us like a macro, view of what that looks like.

[00:26:34] Joel: a macro view. So a macro view would be step one. One of the things that I'm very passionate about is a very subtle distinction like I want to make people, right? So what happens in most conversations is most people want to play the one up game. Most people wanna say, oh, you have that.

[00:26:56] Joel: Well, I have this, you have one. I have one of these. Right? Most people wanna stand in the place of being right. I. I know my house is worth this much. So, the workshop that I've been teaching forever has been called the Language of Agreement because people want to be right even when they're not right.

[00:27:17] Joel: I want to try to make them right. So instead of saying, well, that doesn't work, I wanna say, oh, that's a great point. I can see why you'd want 800,000. Sure. And so before I give them any new information, I want to validate them somehow.

[00:27:34] Speakers 1: Hmm.

[00:27:35] Joel: oh, I see how you, yeah, I'd like to get 800,000 too.

[00:27:38] Joel: I'd like to get 900,000. That'd be great. Yeah. Sadly, it's not up to me. It's up to the buyers. Let's take a look at what the buyers are buying, right? So I wanna make them right first before I give 'em any new information. Why would I do that? Because if I don't, then they don't listen to what I have to say.

[00:27:57] Suneet: Yes, you have to validate them.

[00:28:00] Joel: Right. They go, Hey, it's worth eight. And I go, no, it isn't. It's worth six 50. Let me show you why they're already not listening.

[00:28:06] Suneet: Yep. You've already put up a wall. And

[00:28:07] Joel: even in talking

[00:28:08] Suneet: to your spouse or to your friends.

[00:28:10] Speakers 1: Yeah.

[00:28:11] Suneet: Right. Especially friends. And for especially anybody, It is a one upmanship circus. It is. Right. And people just want to share that. They're smart too. And they have an opinion too.

[00:28:24] Joel: Everybody has some standard something running, right? They wanna be right. They wanna be heard, they wanna be accepted, they wanna be loved, they don't wanna be ignored. They know everybody's got their own, whatever they bring to the conversation, right? And so, one of the things that I've learned, over and over again why I've studied so hard here is that.

[00:28:45] Joel: Even if I'm the best broker, even if I give 'em an honest price, even if I'm the best possible option for them, mm-hmm. If our conversation doesn't flow well, I'm probably not getting the client.

[00:28:58] Speakers 1: Mm.

[00:28:59] Joel: you know, they say it's all about the relationship, but the relationship is the conversation.

[00:29:05] Joel: Like let that sink in. The relationship that you have with your wife is, are you guys nice to each other? Do you say, I love you when you leave the house? Are you sweet with each other? Do you support each other or do you yell and throw pots and pans? Right? The conversation is the relationship. If your relationships are struggling, the conversation needs work.

[00:29:25] Joel: Right. And so we have new conversations with new people all the time, and my intention is I want those conversations to be as good as they can possibly be.

[00:29:37] Suneet: dude. So much good stuff. Well, you've talked about the workshop. I'm sure everyone listening is, wants the information by this point.

[00:29:46] Suneet: Where do I find out more information about your, about your workshop, Joel? Well, to make it really easy, the website is just my name. You can go to joel rico.com. J-O-E-L-R-I-C-O. Dot com. That's easy. Yeah. We'll, we'll make sure to add it to the show notes. Absolutely. One last thing for me to remember.

[00:30:02] Joel: I have a workshop that launches the, like the second week of April. And if you're listening to this podcast presentation, whatever, if you, use a discount code sun. Oh, it'll give you like 150 bucks off or something.

[00:30:18] Suneet: Oh, that's cool of you. Yeah. When's

[00:30:19] Joel: the next one start after that?

[00:30:21] Joel: I think the next one starts like April nine, and then, there'll be another one starting, I wanna say, in like late summer. Okay. Good. I'm only doing like a few

[00:30:31] Suneet: a year now. Yeah. I'm sure that, you have so many success stories. Why don't you share your favorite success story from the workshop?

[00:30:39] Joel: All of my success stories, almost all of them sound the same. Literally, virtually every testimonial I've gotten from the course says something along the lines of, this is the best training I've ever done. It's the best money I've ever spent. And not only have my sales gone up, not only have I gone to this many sales, to this many sales.

[00:31:00] Joel: my spouse and I are getting along. Yes, my kids and I are getting along. I've solved that problem. I don't have that stress anymore. I'm getting price reductions are easy. Like everything is about how we're communicating it. So let me share one thing. I can tell we're late on time, but I want to share one linguistic thing.

[00:31:18] Joel: So we spent most of the time today talking about rapport. So I wanna give you guys, everybody listening, a little quick linguistic tool. So write these five words down. Okay? So write down, agree, suggest, agree, write, agree, new line, suggest, justify. I love justify. I love it already. Next line, reciprocity.

[00:31:44] Joel: Ooh, I would love it. And then line five is close. So this is the way our brain flows. So, Suneet, what's the objection that you hate the most, that you hate getting the most? What's your toughest objection? I'm not ready. So step one, I'm gonna agree. I can totally appreciate not being ready. I get it, man.

[00:32:09] Joel: I never feel ready for anything. Step two, make a suggestion. So even if you don't feel ready, maybe we should take a look at what if, even if you don't feel ready, what if there's a boon in the market right now that's an opportunity that you don't wanna miss?

[00:32:29] Joel: Mm, step three. Justify step two, because right now there's a little bit of turmoil in the world, and like Warren Buffet says, turmoil is the time to make your money. So step four. So if you'd be willing to just sit down with me and we can crunch a few numbers on what your house would do and what kind of net you'd make, then you know, I'd be willing to adjust my schedule and do that today, tomorrow, the weekend.

[00:32:54] Joel: Whatever's convenient for you. I'll make it happen. Step five. So if you wanna sit down and see how much we could create for you, or do you just want to stay in limbo and miss the opportunity.

[00:33:09] Suneet: Where do I sign, Joel?

[00:33:12] Joel: So literally when you, this is the linguistic part of NLP is know the way the brain processes and just, and that's not a script.

[00:33:21] Joel: it's just a little follow the, the steps. And I'm just off the cuff,

[00:33:26] Suneet: bro. That is so good. Agree. Suggest, justify reciprocity and close.

[00:33:33] Joel: That's it. And you can give me any object. I'll do that right now for any objection. I've done it so long. It's so easy to follow that format, because I know that's how people listen.

[00:33:44] Joel: I know that's how they think. Right. I wanna make 'em right. Oh, that's a great point. Thanks for bringing it up. now that I've done that, now I'm open to make a suggestion. Have you considered blah, blah, blah suggestion? Because here's why that suggestion is probably gonna be good for you. And they're going, huh?

[00:34:02] Joel: Okay. And then reciprocity, if you'd be willing to give it a try. I'd be willing to do this. Huh. Oh, that's kind of an interesting opportunity. Then. Some sort of close, right? So should we do this or do you want to skip? You want to give it a shot or do you wanna wait?

[00:34:18] Suneet: dude.

[00:34:19] Suneet: So good. Say, say it one more time. Where can people reach out to you and connect with you and get more information?

[00:34:24] Joel: Well certainly friend me on Facebook. I hate to admit that I'm, that's the easiest portal in the world, so I'm, I'm on there a bit, but, my website is just my name, just joel rico.com, and it'll tell you all about the next course.

[00:34:36] Joel: there's a lot of stuff that you can learn, and that we can practice, but I found that if you just really focus on the apex focus on the sale is made or lost at the objection We can talk all we want, but it's not until they go, well, let me think about it. now there's something you can do.

[00:34:53] Joel: Well, you know, I have a friend that's a broker. Well, now there's something you can do. So it's not until you get to the objection that the magic really happens. So I think when we really focus on getting ninja quality skills for that specific place, it's the most leverage in the shortest amount of time To transform, you know, a close ratio, dude. Okay,

[00:35:15] Suneet: well everybody go check out joel rico.com. I mean, we could talk for hours. I think we need to do a part two, man. I'd love to. Right, and like I said, for completely selfish reasons 'cause I'm learning a lot. Like I haven't taken this, this many notes. So one final question.

[00:35:34] Suneet: Sure. We recently met and you joined with me over at LPT, correct? I. Was that kind of a sales scenario for me and you?

[00:35:43] Joel: What do you mean? Did you have to sell me? Yes. I mean, a little bit. you know, we didn't really break down the stuff, the techniques and tools that I thought that you did very well.

[00:35:56] Joel: We didn't really cover that today. But, you know, I thought LPT in and of itself was really interesting. and I think the offering, you know, I'm kind of a nerd. Like, I read the thing five times. I watched the video 10 times. Like, I, I wanted to like saturate on it. And I think what they're up to is really interesting, and I've known you for a bit and I've seen what you've done, and it was helpful for me to know somebody like you in my market was also convinced that it was interesting.

[00:36:26] Joel: And yeah, just, you know, hearing what you're up to was more inspiring than convincing. Mm. Cool. Okay. Okay. This is not a pitch. I was just really curious from a master salesperson how I did, because I wanna get better. Right? And in the pantheon of things in our lives we have to deal with. Sometimes we forget about the personal development and the skill acquisition to get better.

[00:36:53] Suneet: And this, I think I've been saying this for I'm, and I feel. A little bit, a rookie, a step above a novice in a lot of this stuff. But I learned a lot from you today, Joel. So everyone, big shout out to Joel for hanging out with us today. We will do a part two. Go to joel rico.com to learn more about this episode.

[00:37:16] Suneet: Joel, you have any final words? Dude.

[00:37:19] Joel: Just thanks for having me. It's a pleasure. I look forward to part two, and if you want to join my coaching thing, remember to use Suneet as a discount code. It'll give you, I don't know, a hundred or 150 bucks off or whatever it is. And, yeah, say thanks to Suneet for setting that up yeah, looking forward to part two.

[00:37:35] Joel: Thanks for having me, man. I appreciate it. Yes,

[00:37:37] Suneet: absolutely. I, I'm glad we were able to figure it out. So everybody out there. Make sure to hit up Joel Joel rico.com and hey, I got a lot out of this episode. If you're watching and listening, I sure hope you did too. If you did like, subscribe, leave a comment to let me know what your favorite part was.

[00:37:55] Suneet: Perfect. Share with a friend, and if you go back, we have other episodes around similar topics, so don't just let this one be your one and done. Dig in our archive. We have almost 105 episodes out already. Bravo. Yeah, dude, hard work. So do all those things. Thanks for tuning in and we'll see you on the next episode of the Reside Platform podcast.

[00:38:18] Suneet: Thanks, Joel.

[00:38:19] Joel: Thanks everybody. Thanks ine.