Talking Real Estate with Brett: & Jon: June 19 Episode

When Jon turned 43, he made a career out of being himself. He is an executive advisor, business coach, sales coaching, training and management coaching, training keynotes, and Founder/Chief Executive Officer of The Jon Dwoskin Experience.

He’s been called the “business whisperer” because he can see what you cannot see and hear what you cannot hear at your company. His passion extends to myriad non-profit organizations including sitting on the board of Hebrew Free Loan and, as an 18-year cancer survivor, being a mentor with Imerman Angels.

Watch the episode here

Brett:

All right, everybody. Good morning or good afternoon, wherever you are listening. Today we are on our series of commercial real estate kind of general discussion as well as kind of advanced at times a brokerage training. So we’re talking with Jon Dwoskin. And I’m Brett. Both of us are commercial real estate brokers and have lots of experience there. And also investors, as well. I’m also the founder of Capital Gains Tax Solutions, and I’m a multifamily broker with eXp Commercial.

Jon:

Formerly, broker formerly.

Brett:

Okay, you get your license up, Jon, what happened there?

Jon:

I still have my license. I saw my broker license. No, but I’m a business coach that but no, I saw my life. No, I kept my license for sure. Absolutely.

Brett:

Kept the license. Yeah, that’s a good point. And so and I and I’m licensed and I am practicing, but my main focus is Capital Gains Tax Solutions, which people get challenged with the 1031 exchange, and we solve that problem with our solution. And, but yeah, I’m selling a deal right now 15 units multifamily for a client Jon that otherwise would not have sold if it wasn’t for, for the deferred sales trust. And so we’re here to just try to kind of share some wisdom, try to give back and, and, and in, in hopes, you gain some insight here on ways to grow your business and your practice. So, Jon, we’re talking all things fundamentals. So when you think about commercial real estate brokerage fundamentals, what are some of the first two secrets or thoughts that come to mind?

Jon:Yeah, whether it’s commercial or even if it’s residential, I think one of the things to think about are just the fundamentals of Daily Execution. I think, you know, there’s a book I read a long time ago called Mastery, and it talks about living on the plateau. And, you know, doing the same thing every day isn’t necessarily always find. It’s not always sexy. It’s not always this, but knowing what your metrics are, that run your business on a day-to-day basis to prospect every single day, those things are so critical. And I think that’s where a lot of people I mean, I know we’re talking real estate, but any salesperson seems to kind of fall into this pit of, you know, cold calling in the beginning pipeline gets ramped up stopped prospecting. Well, that’s a really backward way of looking at things, you know, we need to be prospecting every single day. And, and, and whether it’s, there are so many different ways to prospect today, calls meetings are back, there’s no networking’s coming back, and texting, social media, you know, there’s all these different ways. And so we really got to know, you know, what we want to make, and then reverse engineer what we have to do every day to make that happen. And that’s the key. It’s that consistency. Like really committing to the metrics, lowering the bar if you have to to be consistent, but being consistent is absolutely essential. But I don’t know, what are your thoughts on that?

Brett:

Yeah, I think you couldn’t, you couldn’t, you can’t move forward if you don’t have you know, small, consistent fundamental wins every day. And you’re right, in commercial real estate, it starts with the cold call. And it starts with getting in those reps. It starts with understanding your marketplace. It could be reviewing the comps, reviewing who the buyers and sellers are, you know, having, having good solid interest generation, you’re calling somebody having something of value, all of those things prepare you right sharpening the saw, but if you’re not getting out there, and actually calling and talking with people and discussing these things, and then, of course, listing properties and closing deals and going on meetings, then nothing goes anywhere, anywhere. So everything I think rises and falls on sales and on your leadership as of yourself, right. And if you’re not an organization that’s not out there, prospecting and out bringing leads, everything else dies on the vine, right so you’ve got to get that ship off of the ground or that the plane off of the ground that ship out of harbored it takes that it takes a massive amount of inertia or force to get that going. And but you’re right if you stop that and you stop consuming consistently on those things, then you can expect your metrics to fall off, and that is typically what we found, when we had you know the training Marcus & Millichap was your call to get X amount of meetings and X amount of meetings lead to X amount of proposals and X amount of proposals, X amount of listings, and those amount of listings, that many amounts of closings, and then she can reverse engineer that on an average sales price of you know, a million to $3 million, let’s just say on the left side, and potentially representing both sides but yeah, Knowing those key numbers if you don’t know those numbers and where you’re going, then good luck having the motivation or the drive to actually do those disciplines.

Jon:

I remember I’m 49 years old as we record this. And when I was 18, my dad gave me a set of tape sets by Brian Tracy called the psychology of success. And he said, Jonathan, you’ll learn more from these people than you will college. I went to college and, but, but I learned so much. And that’s where I really started learning about prospecting. I mean, I had worked since I was 13. I didn’t know if I knew the word prospect up until Brian Tracy started talking about how to talk to prospects. I became addicted to that type of learning. I mean, I’ve, there isn’t a day that’s gone by since I was 18. I haven’t listened to, all of these gurus, and now podcasts and books, etc. But my point is, is you have to study your craft. And so I’ve been studying prospecting since I was 18. Before that, I just didn’t even know what it was. But I’ve been, but I’ve been studying it. And, and it is an art. And it’s a science. And there are so many business people to talk about the art and the science of this and the other in the left brain and the right brain. And, you know, you can look at it from an EQ, you can look at it from a scientific standpoint. But at the end of the day, you have to study your craft, and I see so many. As a business coach, I see so many leaders, owners, salespeople, managers, not studying their craft. And so you, I think it’s important to very important for companies to offer training and things of that nature. But I think we also have a personal responsibility to study on our own. You know, I mean, I’ve had, I’m a business coach, I’ve had a business coach myself for the last, you know, 25 years, I have mentors, I’m reading every day, I’m studying every day, I’m listening to podcasts every day, I’m watching classes online every day, and even some days where it’s maybe just for five minutes, there’s still the ability and the ownership that I think is important to take when it comes to growth. Because what happens is, if you only rely on your company, which company should be doing way more training, but if you only rely on your company, then you only have that perspective, you only have that angle. And then it’s really easy to talk kind of corporate speak. And so I love when I hear these companies who do a ton of training and also bring in outside resources to train their people, because they understand that they outsource out so outside resources, who come in to train their people are giving them tools that don’t make them sound corporate, so they can interpret and give them something that really makes it a little bit more authentic. And so I think, for those who are listening to this, it’s really, really important when it comes to we’re talking about metrics and, you know, staying connected. I think one of the ways you stay connected to your metrics, is by always studying your craft. Not only internally what they provide, but on your own, so you can every day bring something new to the table. That’s what that was my secret. I always enjoyed it. I always enjoyed prospecting and growing and growing a company, because every day I was learning so many new things because of my self-study. I could go and I could then implement it the next day versus just kind of rinse repeating like a robot.

Brett:

Yeah, very well said. That we’re talking about the fundamentals of Commercial Real Estate Brokerage in. And I think knowing your metrics is number one, number two is studying your craft. And likewise, my journey was not so much Brian Tracy, although he’s amazing. I was born like Jim Rome. And just I remember hearing, learning about personal development and leadership and in the art of sales and the art of all the psychology behind it, and I’m going, Wow, like, why didn’t somebody teach me this when I was younger? A and B, this is amazing wisdom, from so much. It was like another part of my brain opened up and then you’re absolutely right. The other part you said about, ideas plus inspiration is what Jim Rome says, can lead to the transformation. If you implement and take these things and make them your disciplines. Within your daily leadership development, personal development, sales development. And I think Brian Tracy says, well, like most people don’t study the art of sales. Most sales professionals, just get out there and kind of wing it. Maybe you’ve watched someone kind of do this, but if you actually study the craft communication of sales of the pitch of the tone, as we talked about last week, you’ve been asking the question of conditional, you know, the conditional question to move forward with how do we turn it again, Jon, the conditional close agreement, right? Where we’re, you’re, you’re asking in a way, that’s going to stimulate somebody to bring out the objections and, and if you’re not aware of this, you’re not studying it. And then if we’re not implementing it, then good luck getting traction on any part of your brokerage. What do you think, Jon?

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