Is Your Real Estate Business a Hobby, Job, Career, or Vocation?

Many of my friends and colleagues are realtors. Some of them do better than others. Most of them are scraping by. Less than 1% are CRUSHING IT!

So what are these one-percenters doing differently than everyone else?

They’re not smarter or more knowledgeable. They have access to the same inventory everyone else does.

They have the same amount of hours in the day. And I would say they face many of the same challenges.

So what makes them so successful?

I think it’s HOW they see themselves, and WHAT they do about it.

They have a very clear understanding of the distinction between a hobby, a job, a career, and a vocation, in the context of real estate.

And they live and breathe all things real estate. They are obsessed with their craft.

Watch this video by Elizabeth Gilbert .

In case you’ve never heard of her, she’s the author of the book made into the movie “Eat Pray Love“, also “Big Magic“, and a few others.

I LOVE her explanation on the difference between a hobby, job, career, and vocation

I think the one-percenter realtors look at their real estate business as a career they love. A career that may have started as a vocation.

They made a decision to turn pro.

Steven Pressfield’s Turning Pro”  –A must read!

They have a daily process to their routine. Not a routine of their daily process.

They understand that helping people buy and sell real estate IS NOT what they do!

Rather a byproduct, and the inevitable result of being really good at one thing  –Marketing.

They know their NUMBER ONE JOB is to figure out who’s thinking about buying or selling their home in the next 12 months in a particular area of town.

And all their efforts are focused in getting those invisible prospects to raise their hand and reveal themselves.

They know the game is not to get on people’s faces and push listings.

Nor to create personal branding campaigns to make themselves look more qualified than the competition, or to pimp up their image to seem more worthy in their prospects eyes. 

In other words their marketing is not about getting famous.

They know people’s decision to buy or sell is not under their control, so they don’t worry or stress about it.

WHAT IS under their control is figuring out WHEN people plan to buy or sell.

For sellers  –they control the data of how much real estate has been sold in the area where they live, price ranges, and the SPEED at which homes have been turning.

And they SHARE this data FOR FREE with these future listing clients.

They do this consistently and in high frequency.

For buyers  –same thing.

They control the data on pricing, availability, property type, all of it on specific areas. Because they understand that buyers focus on location rather than speed.

Speed is more of a seller’s core focus.

They also share this data with them consistently and in high frequency.

These realtors get it!

You know what else they get?

They understand and have mastered the true psychology of referrals .

They don’t take their friends and professional relationships for granted. And they don’t burden them with the responsibility of remembering that they are realtors.

So every month, and sometimes biweekly they remind their friends and colleagues what they do by sending them interesting, entertaining, and valuable content.

They nudge (grab the audible) them so that when their friend’s friends and colleagues in casual conversation mention they’re in the market to buy or sell a home, automatically they can make the referral on the spot.

These realtors don’t see themselves as agents; but advisors, problem solvers, marketers and creators of real estate purchase, sales, and financing (Yes! They are also well versed in current financing strategies and know how to ask the right questions to potential buyers) options for people in their community.

They publish articles tailored to a single target audience of future buyers and sellers.

They showcase a new restaurant, or yoga place that just opened around the corner, by writing a quick article on their blog featuring the owner and the back story behind the business.

These one-percenters don’t waste their precious time on social media.

For them Facebook, Instagram, LinkedIn, and Twitter are means to an end.

They know very well that in Facebook for example, if you’re not purchasing attention YOU ARE THE PRODUCT!

So they buy micro-targeted ads for buyers and sellers.

But they don’t send this traffic to a home page, where the first thing you see is an IDX widget.

They send the traffic from social to uniquely designed landing pages that offer reports, guides, and articles that share specific solutions to problems or things buyers and sellers want to know.

These guys love what they do, and every day they get better at it!

They don’t focus on closings, they focus on openings.

Opening new channels of communication and networks with the people the mean to serve.

So that if and when they’re ready, there’s only one logical choice to go with. 

I better stop here…

Bottom line, no wonder they’re killing it!

You would be too. If you approached it the same way. I believe that in my heart.


Claudio Alegre


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How To Craft a Pitch Not Even the Most Cynic of Prospects Could Resist

She was sorting her mail right over the garbage bin, like most Americans do.

A little while later she was closing every single pop up ad on her screen, and ignoring every ad Facebook flashed in front of her. She was a rock, completely immune to advertising.

This scenario describes every person you would consider a prospect.

She’s no different than you. She wants to go about her day, and she doesn’t want to be interrupted or sold to.

But if you must, at least be sincere about it! She may forgive you and glance your way for two seconds, and that’s all the time you’ll need.

Here’s what I mean…

If you offer, say a “FREE Yoga Session“, then you can’t say “REGISTER NOW! Limited Availability

If there was really “limited availability” you wouldn’t be able to offer a FREE session because you wouldn’t need to.

Something that’s truly scarce is never advertised as such, it’s just not available. And it is perceived this way because of the inherent value it has!

At the heart of this behavior lies a benign lack of sincerity.

You’re selling a Trojan horse!

You’re just doing what you see everyone else do, so why not!

In marketing and advertising, sincerity or lack there of, is not like a fifteen foot wave coming at you. Is more like a rip current. Powerful and consistent, but subtle. You know is there, but you make decisions about it in an involuntary and automatic way.

Why do you like some people right away and not others?

At the onset you don’t know why, you can’t put your finger on it. You just know the first impression was a good one and you want more of it.

When you create your marketing messages, put your self in the reader’s place.

Think back at all those postcards, ads, and links you’ve received and clicked on that you were just like … eeeewhhhhh!

Don’t do it. Lead with something that has at least a semblance of empathy for your audience, and tell them why it would make sense to take you up on the offer.

Go deep. Offer a real solution, even if you feel you’re giving too much away. There will be resistance, I promise you.

So how do you make a  [“Free Yoga Class – Register Now! Limited Availability. Hurry Up, This Won’t Last”]  offer, more sincere?

By offering a brief and relatable back story.

“Because we just opened our new studio, we’d like to invite you to a FREE Yoga Class. It’s our way of getting to know you and have a chance to say hello in our own special way! Register here. Or just call this number # to reserve your spot. Hope to see you soon :-)”

Here’s another option…

“Welcome to the neighborhood! Some people will knock on your door with a box of donuts, some will invite you to a BBQ. We want to gift you a FREE Yoga Class. It’s our way of welcoming you in our own special way! Register here. Or just call this number # to reserve your spot. Hope to see you soon :-)”

You don’t have to do it exactly this way… but you get my drift right!

There are no hidden agendas, no benign insincerity.

Hello, We’re so and so. We’d like to invite you over because. Hope to get the chance to meet you. Here’s how. Take care.

That’s it. There’s no reason to pressure anyone into reacting by offering a bullshit scarcity offer they see coming a mile away anyway!

I know the wannabe Wolf of Wall Streeters and hard core badass closers of the world are going to be screaming… “You Pussy! ABC… Always be closing! If you’re not selling, they’re selling you!”

Sure, no doubt these pressure sales tactics work …on desperate, weak minded, and short term oriented clients and consumers.

Are these the people you’re looking to connect with?

If they are, then sorry to have wasted your time.

If they are not. Then don’t produce cheap and insincere offers.

Smart and educated consumers always figure it out.

Here are the main benefits of creating sincere offers:

1. Instant differentiation from everyone else pushing their shtick.

2. Stop people on their tracks because there’s something unique about you. They just don’t know what it is yet.

3. Build a small tribe of loyal and evangelical customers. Guess what that does for your referral business!

4. It’s easier to create these ads because you don’t need to bs people into action.

5. You feel good about yourself!

If this makes sense to you, then get after it!


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How I Saved My Best Money Making Skill From Chaos and Lameness

It’s been too long since I’ve blogged on this site!

And it’s not like I’ve had droves of complaints and requests to get back to it… it’s just that I needed to, physiologically, mentally, and spiritually.

I’ve had a tidal wave of work come my way… I have multiple interests I’ve been pursuing, a couple of playground projects, plus my own exclusive client work.

But I’m loving it!

I’m loving it because in the words of a tagline I created for a friend of mine who happens to own the most honest and prolific yacht sales/acquision consulting firm in South Florida, Andy Silva… (if you’re in the market for a big boat, check him out at:

“It’s not a lifestyle unless you live it on your own terms”

The one thing that blogging always did for me was to create a rip channel, a narrow pathway for my shore waters to get back out to sea.

I only understood how visceral that need was until my office furniture was entirely blanketed with yellow pads, post it notes, and moleskines all over the place.

The moment you start to feel stressed when doing what you love, something needs to change.

But don’t change your passion, change your process.

If your passion is also your top money making skill, then you’re a very lucky man or woman…

By the way… what’s your top money making skill?

Don’t feel bad if you have to think a bit hard to answer this question.

You’ll be surprise how many people struggle with it. I sure did!

You see when you are a writer you write… I mean you read and write, but mostly you write.

You write your thoughts down, your feelings, observations, ideas, plans, sales letters, promos, ads, evil schemes and heists!

Writing is how I make sense of it all.

It’s also how I make a living because if my emails, ads, and promos don’t perform I don’t get paid!

The thing is when I don’t write this way  (meaning in a way that focuses my thoughts and ideas) my thinking becomes circular and chaotic, and so are my results.

When I write in this format (with discipline and mindfulness) my thinking is organized and focused, and so are my results.

What regular blogging does (at least for me!) is to organize those thoughts in calendar order even if I don’t hit publish right away.

I can’t tell you how intoxicating and mind-bending the feeling of letting your mind freestyle away is.

My unsolicited advice to you, is take to your unique skill the way a crack addict takes to his pipe… in trembling desperation and with a tunnel vision focus.

Something else happens when I blog.

I create an unspoken agreement that what I write I’ll publish. Like a social contract of sorts.

This will keep me fresh in people’s inbox and front and center on my favorite social media channels.

So if writing, creating videos, selling on the phone, or designing websites is your thing –get after it, find your process!

Do it daily, get better at it.

Treat your talent with the respect it deserves, and don’t ever think it’s either enough to succeed, or that it will never decay  –because mediocrity is always waiting for you to get complacent about how much talent you think you freaking have.

Here’s something else…

I don’t want you to care one iota about measuring your progress when you’re doing this.

Here’s my guarantee… YOU’RE MAKING PROGRESS! Keep at it.

For me, it’s writing, largely in this format.

For you, I don’t have the slightest clue! You have to figure that out yourself.

What’s for sure is this  –Your unique skill needs to be honed, crafted and practiced constantly.

Feed the beast daily and your muse will show up more often. Even when you’re not ready for her!

This is what will separate you from everyone else, how you’ll stand out, and why someone will joyfully write you big fat checks for your product or service!

Here’s to you leveling up. Enjoy the ride!

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Why The Inability to BS One-Self is The Most Valuable Asset an Entrepreneur Can Own!

We, collectively as a species, have an infinite capacity for self-deception. I think Einstein said that… not sure, didn’t look it up, don’t care… IT’S TRUE!Continue Reading

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If You Change Your Words, You Change Your World

Of all the things you can do to grow a business that matters, writing and producing compelling and story-driven content is what will bring you the highest return on investment.

Yet it’s usually the last thing in people’s mind!

Most businesses downplay or outright ignore message strategy altogether. Instead they focus on what I call “tactical beauty”, which is usually devoid of any real thinking or empathy elements.

The power of words, when properly and effectively applied, engage both the conscious and the subconscious mind.

Meaning that a well crafted and positioned message, with a strong value proposition, targeted to the right audience and delivered at the right time, will almost always hit a nerve.

Just remember, before you touch the brain you must touch the heart!

Also, don’t forget –if your product, service, or you SUCK,  it won’t matter what words you choose!

Here’s a video I usually point people to in order to describe not only what I do, but the mindset they must have when it comes to creating the right message for their businesses.


Stay sharp and fired up 🙂

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Aligning Healthcare Providers and Patients



The secret to better care in hospitals is about aligning providers to patients. The question of course, is how?  The way we do it is by creating an immersive environment based upon data. The end result is that people change. The ideas that surround them, help connect people in a deep, emotional way. –@gapingvoid

What I love about this idea, what I find powerful about it… is that it’s premised on the belief that “people change”.

If you’ve spent any time in the healthcare trenches you instinctively know this is a novel concept.

Why? Because the level of bureaucracy, cynicism, and apathy in healthcare is the highest of any industry.

Healthcare is in dire need of change, specifically a culture change. No wonder listening to the guys from

No wonder listening to the guys from healthUX @gapingvoid lead the conversation with empathy, better experiences, and deeper connections between healthcare providers and patients fills you with hope and wonder about the future in this space.

The good people in the industry need to hear this, they need to feel the energy around it if they want a change in culture.

The focus must be on the people with the right attitude and on patients and their families!


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What You Need To Know To Market Your Business in 2016

whyareyoumarketing like isYou hear the buzz, people talking, you see it online, read it on magazines, it’s everywhere!

Everyone is telling you to look into social media for your business!

But the information is overwhelming, plus you wonder, does it really work?

You may be thinking, “I’m financial planner, a dentist, a retailer… I’m not a marketer or a media company, plus my patients are not online anyway!”

I understand, I do… But listen, don’t be the guy that bought 500 horses in 1907… Why?

Because the Model T made its debut in 1908 with a purchase price of $825.00. Over ten thousand were sold in its first year, establishing a new record. Four years later the price dropped to $575.00 and sales soared. By 1914, Ford could claim a 48% share of the automobile market.

…and you are stuck with 900 ponies at an Avg price of $300 a piece …and guess what!!? You lost!

Don’t be that guy …bet on the future, bet on progress, especially when your business, your life, depends on it!

So here’s what you need to know first before you do something about it:

  • You are not what you do, today you are a media/marketing company first, then you are everything you went to school for!
  • Produce content in the right context in any form that provides value, answers questions, and solves problems for the people that pay you for what you do or sell.
  • Educate yourself when it comes to marketing your specific business online …the information is out there, make the time!
  • Today the market decides how good, and therefore how valuable you are. Your income will reflect your value in the marketplace.
  • Respect people’s time above everything else.
  • Learn to engage with millennials (they have the energy), Boomers (they have the money) and centennials (they have our respect!) , they have the man and the purchasing power.
  • The number one thing you are competing for along with everyone else is one and one thing only: Attention
  • Mobile phone screens are where the attention is. Phones are the gateway to people’s minds, hearts, and pubic areas. Make sure you show up on people’s phone in the context of all 3, or at least 2 of the 3.
  • You need to have an effective presence on at least 3-4 of these social channels: Facebook, Instagram, LinkedIn, Twitter, Youtube, Snapchat, Vine, Pinterest, Medium, Anchor …and be on the lookout for new platforms. Learn the user psychology of each of these.
  • You need to start telling stories in video micro-segments that lead to bigger micro-segments…
  • You must have a website that does only 3 things: educates/informs and offers solutions to problems – collects emails (builds an email list) – and generates leads and sales.
  • Get out of your office and go meet new people.
  • Orchestrate an organized referral process with your existing customer base.
  • If Amazon sells what you sell, get rid off your inventory and find something else to do! I’m serious…
  • Start using video and voice in your business. Look at FB video, Instagram, Snapchat, all have newly minted video functionality …start using them, your clients are there!
  • Social Media is the internet today …don’t bet against the internet!

Let this sink in for a few days, then come back to it and start checking off what you are already doing versus what needs to be done, and get busy.

A few points to remember:

  • don’t get overwhelmed.
  • pick your sources of information and education well.
  • listen to everyone, but act on only a few.
  • stick to practical advice, learn, do, fail, learn, do, fail, learn, do, succeed.
  • productivity is key, be smart with your time.
  • social media is hard work.
  • In social media: strategy before tactical, always.
  • Don’t spam people.

This is broad I know …it’s a map, you can use it to get closer to the objective of using social media to promote your business for the benefit and in the context of your specific target market.

Rock on!

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How To Make The Most Of Any New Year

new years resolution

-A brief guide on how to put true resolve behind your New Year’s resolution!

Can you guess what the failure rate for New Year resolutions is?

A New Year’s resolution is a tradition, in which a person makes a promise to do an act of goodwill or self-improvement starting New Year’s Day.

We are all too familiar with some of these resolutions, for example:

  • Lose a few pounds
  • Start exercising
  • Improve mental well-being
  • Improve financial status
  • Self-improvement and personal development
  • Make new friends
  • Find that special person
  • Read more
  • Travel more, be more adventurous
  • Reduce stress
  • Make more money, save more money, spend less
  • Find a better job
  • Be more spiritual, find a connection with your creator
  • Give more, volunteer and be more philanthropic
  • Call your parents more often
  • Grow closer to your spouse and kids
  • Buy a pet
  • Get more clients and customers

This list can be as long as you have goals.

With deep religious origins, ancient civilizations were well versed in the practice.

Babylonians made promises to their gods at the start of each year. The Romans began each year by making promises to the God Janus. In the Medieval era, knights took the “peacock vow” at the end of the Christmas season each year in order to re-affirm their commitment to chivalry.

But don’t worry …they also broke promises and quit on their resolutions, just like we do!

Statistically, by January 15th ninety-five percent of people break, forget, or quit on their New Year’s resolutions.

But why?

We felt so committed to making changes. What made us walk away with such indifference just a few days later?

We’ve all done this, there’s no point in hiding or justifying it. There’s also no point in re-living it.

But, we need to first figure out why we failed in the past so that we know how not to blow it this New Year!

Here’s why we’ve failed in the past:

We weren’t asking the right questions!

Most of us, when faced with a challenge or goal, begin by asking a question …and it’s a good question, but it’s also a premature one!

What do I need to do? …to lose weight, to gain weight, to make more money, to be more social, to meet more people, to have the life I want.

We focus on the “What”. This is the wrong question, at absolutely the worse time!

In the quest for success at anything, you must first think strategically!

Here are the 4 key questions you need to be asking when looking to make changes:

  1. The “Why”
  2. The “What”
  3. The “Who”
  4. The “How”

In this order!

Why do I want to achieve this goal?  If you don’t have a strong reason to change or achieve “that” something in your life, you will quit at the first sign of push back, and believe me, life will push back! So the stronger your reasons to stay in the fight, the better your chances to not only survive but thrive in adversity. Find a powerful reason, a meaningful “Why” …and look at it every day!

What do I need to do?  Now it’s time to ask this question because your head’s in the right place! The first 2 questions get you in the right mindset. This question is about how to take massive action, set the parameters, figure out the tactics and the mechanics. What rituals and systems need to be in place for you to succeed? This question is about first organizing and then putting in the work and action that fuels your desire.

Who do I need to find and team up with?  Sadly this is the last thing people do. They want to jump right into the how without realizing is the surest way to fail. Because time is not a replenishable asset, and when you decide to figure out the how by yourself you’re signing a blank check to mother nature.

How am I going to get it done? That’s easy, find the right WHO and she’ll bring the How with her!


This 4 step formula has helped me achieve things in my life I never thought I could do. Now I’m passing it on.

Rock on!

Get the FREE full 7 Step High-Impact Customer Ad Formula and…

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The Amazing Simple Secret To Attract Meaningful Clients’t you tired of living in obscurity and neglect? Watching other companies and people swipe the clients and customers you should be getting while you live your life wishing and wanting but never achieving?

I hate that feeling!

But look!  -You have to decide what kind of company you want to be.

I kept it simple, I want to inspire people. I want them to see their business in a brand new way …a better way, and I’m confident I can help!

If you are pitching someone who’s not inspired or doesn’t have enough imagination to be a better version of themselves with your help, then don’t take them as a client, don’t work with them!

What I want to share with you today will GUARANTEE you success IF you stick to just one basic rule.

This super-simple formula will allow you to build exactly the kind of business you dream of -with only the clients you envision working with -and to create the kind of business that will give you the lifestyle you’ve always wanted.

Don’t you want to be in constant demand, be booked months in advanced, and have a waiting list of prospects turning down your competitors because they must see you?

If you like the sound of that, then you must do this:


Take a minute to reflect on this, because it’s either going to make total sense to you and hit you like a Mike Tyson right hook, or you won’t get it, and you will stop reading right here while you curse me and my entire family!

By the way…that would be a shame because I know you can make this work. But please do yourself a favor, KEEP READING.

You may say to yourself, but I already do that… I make myself EXTRA-wanted, and I say to you: NO YOU DON’T!

Thinking and wishing are not the same as working and getting results, the results you really, really want!

I don’t mean to come in like a bull in a china shop with this advice, and believe me I want you to make it out like a bandit at whatever you do, but it makes my blood boil when I see incredibly sharp and talented people choosing to work with clients that don’t appreciate them and are totally devoid of inspiration and creativity!

The money is almost always – NOT WORTH IT.

Are you still a doubting Thomas? -Let me prove it by asking you…

Why are you in business, most specifically, why do you offer the services or products you do?

Most people will answer:

Because I’m filling a need in the marketplace, people NEED what I have, I do a great job, I’m priced in the right range, and I’m unique in the way I deliver my product or service!

And this answer is also why most people are getting their ass kicked and on the road to oblivion.

oblivion: [uh-bliv-ee-uh n] – The state of being completely forgotten or unknown. The act or process of dying out; complete annihilation or extinction.

Think about it for a second. Haven’t the most important decisions, and by most important I mean the ones that have affected your life in the most profound way, been made out of wants more so than needs?

Think hard now and give me an honest effort! 🙂

  • Did you want or need to get married?
  • Did you want or need to drive the car of your dreams?
  • Did you want or need kids?
  • Does a woman need or desperately wants to make love to a man she secretly daydreams about?
  • Do you need or want to lose 40 pounds? The fact is that no one that says “I need to lose 40 pounds” actually does it. Only the ones that REALLY FREAKING WANT to change their lives for the better ACTUALLY do it!
  • Do you want or need to summit Everest?
  • Do you want or need to be an Olympian?

Need I go on?

So why don’t you stack the deck in your favor for once!

Everything that ignites a purpose-driven life and the ACTION that precedes is based on deep burning desires, not mere needs!

So I ask you once again.

How do you want the world to relate to you … via deep desire or basic need?

Do you want to be perceived as a mere need, a necessary evil, a reluctant obligation?

Or do you want to be seen as someone who people say:  “This is the guy I want to work with” “This is the company I want to be associated with” “These are the guys that get what I’m about”

I’m done here …anymore talking and I’ll come across as If I’m trying to convince you of inevitability (which is, you are great already! Just show me!), and like my grandfather used to tell me:

Don’t ever try to convince anyone of the inevitable, you’ll look like a jackass!  …Thanks Abuelo!

Oh, and just in case you are wondering how exactly you make yourself Wanted and not Needed, I’ll dive deeper on this topic soon!

Stay sharp and fired up 🙂

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The 3 Step High-Impact Customer Ad Formula


nwsroomphghowtogetstarted howtogetstarted

Here’s one big business myth that’s pervasive both in the online and offline worlds:

We just need to get our name out there!

Not true today, it’s never been true, and it will never be true!

Your ad doesn’t need to get your name out, it needs to reel customers in.

Your content marketing and ads work only when they attract a targeted profile or customer you want to engage and sell your product or service to.

In order to make content marketing and advertising work, you need to know how both relate to each other, and what advertising really is: “Salesmanship in print

Here’s a 3 step high-impact customer ad formula:

Step 1 Make sure your headline is a total problem solver with a unique benefit. Keep it simple and focused on what they want to hear, touch and feel. Do not include your name or company info, nobody cares!

Step 2Do not mention the price. At this point they don’t want to be sold, in fact, NO ONE ever wants to be sold, but we do like to buy stuff don’t we! So appeal to the buyer in them, not the bargain hunter, keep price out of it, price is just a detail, not the deal itself.

Step 3Spend time working on your “Hook”. What is the one thing that YOU know they will react to? I know step 3 and Step 1 seem almost identical but they are not. The “Benefit” the “Offer”, the hook provides.

Everything we do online and offline needs to solve a problem, assuming your product is an awesome solution, just remember no one knows that yet!

They don’t know who you are, so the only way anyone is ever going to find out how awesome you are is by finding your copy more compelling than convincing and raising their hand to find out more.

Get the FREE full 7 Step High-Impact Customer Ad Formula and…

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Stay focused :-)


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