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Justin Nelson, Peformance Strategist at Utah Life - What I've Learned in the Past Year as a Performance Strategist for a Top Producing Real Estate Team

[00:00:01] Ok, next speaker, we got Justin coming on, a lot of you who are in the Sisu community have probably met Justin. He's done a couple of mastermind

Zac Muir

Zac Muir

VP of Sales & Marketing
Zac was one of our first hires. Outside of waging war on spreadsheets and time-killing systems, Zac loves to push the boundaries of what's "safe" on a wakeboard, spend time on the golf course or tennis courts, and more than anything, live life with his beautiful wife and 4-pound dog, Twix.

[00:00:01] Ok, next speaker, we got Justin coming on, a lot of you who are in the Sisu community have probably met Justin. He's done a couple of mastermind's with us. He did our HYP video. So I say Justin's our hype man. He gets us all fired up, ready to go. Justin, I'm bringing our man. Say hello to everyone on deck.

[00:00:23] Hello, Sisu Happy to be there.

[00:00:25] Thank you for hopping on. Hopefully you all watched the video of Justin, I think.

[00:00:33] Just a sec. I'm going to try and bring this down.

[00:00:39] You can only stand for so long, but I've learned that my limit for live streaming is actually like eight hours. So not too bad, but I can't do that. All standing just said you have a really unique role. And I have thought many times that I wish all of the teams we talked to hundreds of teams every day. They're looking at rolling out Sisu. I wish that every team could have adjusted. And I wanted to dig a little more into your role and what you've learned.

[00:01:06] So maybe you could explain a little bit your background and what it is you do for your brokerage.

[00:01:13] Yeah. So my background has always been coaching, mentoring and most prominently speaking. I was with Tony Robbins for the past five years. I was his top speaker, traveled the world and spoke on all the things that I care most about, which is mindset, emotional state, identity, belief system and really spring. And I are an amazing pair, amazing partners, because she's the visionary, she's the leader. But I kind of bridge that gap from what does it take? Why do so many people get into real estate? Why do so many people join teams and they're unsuccessful or they end up being a solo agent or they leave the team? And we believe there was a massive gap between learning about real estate, getting Legian, having cool leaders, and what does it actually take to be a successful real estate agent?

[00:02:00] And that's what we train on. And that's my role. And our team since then has taken off. It's doubled in numbers. It's almost tripled in production. Our profitability is through the roof. So when you say, I wish teams had someone like me, they need someone like me. But it takes someone like Spring that has the vision of what she wants to create ten years from now to hire somebody like me and partner with someone like me, because it's it's not cheap by any means. It it'll be a huge portion of your profit. But Spring is seeing where she wants her business to be ten years from now, not where she needs to be six months from now.

[00:02:37] Totally. And you came into this how long ago did you I mean, you came into real estate, what, maybe a year ago?

[00:02:45] Yeah, I've had my real estate license for 19 years, but very my successes came from real estate full time, I guess it was November of last year. But honestly, Zach, full time as the leader of this team and the owner of the brokerage, it's been less than three months.

[00:03:02] Ok, that and it's been a I mean, look, I sit next door Sisu and your brokerage sharing office.

[00:03:10] Right. And then you guys are fired up, killing and you have a lot of great energy and it rubs off and I enjoy being there for it. Right. So what is it? I've heard you say a lot of times I think you say learning about real estate doesn't have anything to do with with your production. Maybe you could expand on that a little more.

[00:03:31] Well, learning about real estate has nothing to do with performance. It has everything to do with your skill set and your job and servicing your clients. But it has nothing to do with the way you show up. It has nothing to do with conversion. It has nothing to do with negotiation and communication and emotional state. And if you look at every top producer in this industry, that's exactly what they have. And every agent will come to you and tell you, I want to make one hundred K. I need leads, that's not what they need. They need performance and they need production because that is the only thing that's going to lead to profitability. So we are a culture of production. First, we get our agents into production. In the first hour, we sit them down with lists. They're developing their supply, their dials. There's no learning curve here. There's no onboarding. Onboarding comes later after they're already in production. They have to get into production because I feel like so many teams have friendly cultures. They have they love each other. Maybe they go out for drinks or whatever it is, which is amazing. But if that's not built on a foundation of production, you have nothing and you're going to have high turnover and you're always going to be having people in in the front door and out the back door. We have virtually zero turnover because at the heart of what every agent needs is leadership and production. They don't understand that that's what they're after. But it's not the split model. It's not the tech model. It sure as hell not the lead generation model.

[00:04:59] They weren't sure what to do with the lead if they got it. They don't understand that a lead converts three months, six months, nine months, eighteen months. Twenty four months later, they they look at a lead is like, yes, please come and buy and sell my house. But what they actually need is the leadership model and that's what every agent is attracted to. So that's what we've built here. The vision, the accountability, the structure, it's clarity for them to like, oh, I get it. I know where I'm going to be a week from now. I know where I'm going to be six months from now. I know where I'm going to be a year from now. And they could thrive in that environment. And so we provide that leadership. But everything that we do in our culture is about production, because if they start producing at a higher level, then they get the money, they get the feeling, they get the belief, they get the certainty. And that just leads to bigger and bigger visions within this industry. So I would say the two things that spring and I are on our way to mastering, which would be a lifelong journey, but as being the leader that we need to be and making sure that everything in our culture is about production, which is why Sisu is a gift. And I will look at each other on one on one meetings and being like, I love Sisu we can we can look up everything, vendors, commissions. We know we're going to be profitable through December. And it's October. It's the beginning of October.

[00:06:22] A leader has clarity.

[00:06:24] A leader is not somebody that shows up and hikes people up and motivates people, a leader has clarity on their vision so that those agents can buy into that vision. So I know that was a long answer, but production and leadership is what we care most about.

[00:06:38] I love it. That's that's a great answer. So walk me through.

[00:06:44] I came in on something you're saying is you bring in an agent book, brand new agent, fresh out of school or brand new to the team. And you're just I mean, you're busting that learning curve, right? Because you don't you don't want them sent back thinking, hey, I going to wait three months till I'm actually in this business. You want them right away. Maybe you can walk me through a little more. You know, why you had why you don't have that learning curve, how you kind of break the model of traditional onboarding, right?

[00:07:09] Well, I think every DILTON team would have something similar like Halo Week or Hell Week, whatever sits better with you. But it's a five day trial period where they get into our world, go to every training, every meeting. They have three benchmarks that they have to hit. And here's the cool part. The benchmarks are completely easy for the right agent. They're very challenging for an agent that we want to take on meeting an agent with growth mindset instead of a fixed mindset. But they're absolutely impossible for the wrong agent. These are your fetti? Yeah. Yeah. These three things, because it's all about production. It's all about Dial's. It's all about numbers. It's getting your entire world set up in five to six days and doing the activities of a top producer. And the wrong person will eliminate themselves from that environment very quickly. And we usually know within about 90 minutes if they're going to make it. And I'm exaggerating. It's more like five minutes and you've got to you thought I would exaggerate on the other side, but you already know you already can see their wheels turning and they're either developing a resourceful story of how they're going to do this no matter what, or they're already developing a story about why this isn't going to work and they're going to blame everything about the team. Oh, well, this was off. I didn't get the support. Will somebody come to me? It's their mind coming up with a story of why they can't do it.

[00:08:29] But what's cool about that is the people that make it through five days, there are people then it's like hugs at the end like hell. Yeah, I know it was challenging, but you're part of us now.

[00:08:39] Let's on you. Let's get you trained. Let's get you part of the team. Let's let's teach you all the systems. It's amazing because after five or six days, it ends on Saturday night. We both have an understanding that you're part of this team and then it's official that Monday and then we start onboarding and training. But if they're not willing to get into production, we're not going to train them or on board them.

[00:09:02] Interesting. So what are what are some of the things that happened in those five days?

[00:09:06] Very simple. And you should create your own, but ours are two hundred quality real estate conversations. So double our norm. To be on our team, you have to have twenty quality real estate conversations a day so we double it. Hence Hell Week or hello week. So you're going to have two hundred real estate conversations. You're going to have your Essawi database completely dialed in with names, phone numbers, emails and addresses. And we all know this. Most veteran agents don't have this, but we do it in five days. Let's completely dial in your Essawi complete information. All of them contact it and then they have to do one open house in their first week, those three things. But what really eliminates people is reaching out to their wife and having two hundred conversations. Do it or you're not.

[00:09:54] Yeah, that's awesome, and I really like that.

[00:09:58] So talk me through you guys, we were talking about routine a little earlier and you guys do some cool things to create that certainty, create that routine, create that those processes that allow me to perform and be in the right mindset every day. And that's just kind of your world. So, yes.

[00:10:15] So, well, we call it is permission to perform if you don't have permission to perform as an athlete, as an agent, as an owner, as a leader and for permission to perform. Is do you have a clear vision or are you disciplined? Are you obsessed? Have you created mastery? And we provide all of that for our agents. And permission to perform is really a culture of celebrated accountability. Now, when most people hear accountability, it's a heavy word. If you if you give it to a teenager or a new agent, accountability, it has a negative context or meaning. But ah, but in our world, it's celebrated because everything we do is about the agent's goals. It's not about our goals. Our goals are different than the agent's goals. We're going to hit our goals no matter what. That's a whole nother webinar of how we formulate that system. We hit our goals no matter what, and it has nothing to do with our agents performance. It's a numbers game and we could get into those numbers at a later date. But we are a culture of celebrated accountability because we're reinforcing that this is about your dreams, your goals, your finances, your mindset, your emotional state. And then we build the accountability for them through mandatory meetings, mandatory trainings, one on ones that are impactful and meaningful team meetings that are fun. I mean, I know this is insane is exact, but like you go to a team meeting and people walk out of there like, what the hell was I even there for? So we make a conscious and intentional decision to bring value, to have fun, to have incredible energy. And our people show up. Twenty four people on the team, twenty four people at the team meeting. Twenty four people on the team. Get me on this one. Twenty four people at role play.

[00:12:11] Well, it's a standard. And that doesn't come from saying, oh, why doesn't people show up? If people are showing up, that's your fault.

[00:12:20] The value, the fun is in there. The energy isn't there. And so we put intentional conscious pieces in every single day so that they're celebrating their progress, that they're showing up, that they know their numbers. And it may seem heavy to throw in the word accountability, but human beings thrive on accountability. They thrive on it. Every amazing leader is held accountable by someone. And if you're not, you're missing opportunities. You just don't know that you're missing opportunities. We thrive in accountability, so that's the gift that we give our agents, is they get into our world and everything is a complete standard based on their goals and their production. And as soon as they get into our world, they're producing. We have a guy on our team five weeks. He has seven Vrba signed. He has two under contract. Five weeks we have shared. I've been with us three months. She's had ten plus closings, six under contract. Right now she's a boss. And I don't think most teams are equipped to handle people like her. But we understand her. We know her vision. We know what she wants. And we build an accountability plan specifically for her so that she has permission to perform and the right culture to thrive. And that is a foundation based on accountability, all of it.

[00:13:44] Yeah, I think accountability a lot of times.

[00:13:48] It just it's a long game, you got to you got to really take some time with it and just play it game day in, day out, and if you can make it through the initial pain, that can cause people and and you know what I'm saying become.

[00:14:06] It's like lifting weights. It becomes almost enjoyable.

[00:14:09] I think it does become massively enjoyable and you understand, you get you hit a tipping point. You're like, oh my God, this is exactly what I needed. But accountability and discipline is never easy. That's why it's discipline. That's why it's accountability. If it were easy, everyone would do it. It's never going to be easy. And you're never going to hit a point of profitability and production where you're like, OK, it worked. It's going to be showing up every single day and doing those things that other people are not willing to do. But this is a gift to your team. It is an absolute gift. And your team will thrive on accountability if it becomes a one hundred percent standard. And if they connect that with production game over, you will have talented agents that will stay with you for a long time.

[00:14:55] Because what's what's the inverse of accountability? I don't know.

[00:15:00] It's chaos, it's feeling lethargic, lazy, not hitting numbers, knowing that you're failing. It's despair.

[00:15:09] It's it's it's everything you don't want. But that's so easy to fall into.

[00:15:14] That's beautifully put, Zachman. It's the opposite. It's that messy middle. It's that team that wants to be profitable, production perform, but they're not connecting the dots. So it's Legian, it's training, it's new systems, it's higher energy, bringing in outside speakers, but it's not built on the right foundation, which is accountability.

[00:15:35] Yeah. So I want to I want to talk about something that I know you're big on. And I've heard you do a couple of big webinars on this, especially when the whole world was going crazy. But talk to us a little bit about certainty, gratitude and some of those principles that allow me to if I'm an agent, you're coachmen.

[00:15:54] You want to help me become more certain. You want to help me perform better on a day to day basis. What are you telling me?

[00:16:03] So I've studied mindset my entire life because honestly, I have a very negative mind. I do. It's just something whatever. I'm not going to play the victim here, but that's the way my brain has been, virtually none of that.

[00:16:15] I wouldn't know that I already trained it, but yeah.

[00:16:19] So this was built out of necessity. There was no other option for me. If I wanted to be successful, fulfilled up to my family, make money, I had to rewire my mind. And I know all of you have heard 80 percent mindset, 20 percent skill set. All of you have heard that. I'm actually a believer that it's a hundred percent mindset because if you don't have the right mindset, you're not going to learn the skill set. You're not going to master your craft. And I studied this for ten plus years with anybody that you could imagine and Tony Robbins world for five years. But there was a time when hearing it thousands and thousands and thousands of times where I had a moment where I'm like, oh, my God, it's mindset. And now I can look at every single person on this planet, every single agent that comes into our world. I don't have to have a conversation with them. I already know what mindset they have by their energy, their body language, their eye contact, their tone, how they're dressed. I already know it. I don't need to hear your story or see your resume. I already know if you have a growth mindset or a fixed mindset. And that's why every single person on our team has a growth mindset. This isn't about closing deals and success. And I've studied these books in real estate.

[00:17:30] To be successful, you have to have a growth mindset.

[00:17:34] If you have a fixed mindset, you're not going to last in our world and that's the the power of a week, you will find that out in 10 minutes. But that's our power is we all have a growth mindset. Could we do more? Could we be more? Could we love more? Is there a better way? What could we do today? Could we be more proactive? We are growth mindset and culture.

[00:17:57] And man, if you and by the way, you can train a growth mindset and if you think this is something that you can train and what are some things you do because you sit on a spectrum, right? It's not like you either have a growth mindset or you don't. It's how much of a growth or not growth mindset you have, right?

[00:18:15] Absolutely. So this meeting is not long enough, but the quickest way to tap into your growth mindset is through your state. It's through your body language. It's the way you move. It's your consistent emotions. So if you want to start developing a growth mindset, you have to develop the right state for that to live. And if you're stiff, if you don't have the right energy, if you're not hydrated, if your body language is off, you're never going to be able to tap into that abundant growth mindset. That is where I start with all of my agents. And I am the example first. Then we attract who we are.

[00:18:53] If you want to take one thing away from me today as a leader, your growth mindset is not on point. You are not a good enough leader and you are not attracting the right talent. This allows me to improve reminding myself of that every day, like, OK, what kind of leader was I today? Awesome. What kind of leader do I need to be tomorrow? Instantly, I'm tracking the growth mindset because tomorrow I can show up as a better leader. OK, if I don't have the right agents, that's not their fault. I attract who I am. I don't attract who I think I am, I don't attract who I want people to think I am on social media. I attract exactly who I am. So if I want a higher caliber of agent, a more talented agent, a growth mindset, an agent, I better become that as a leader. So powerful questions like that, how can I be a better leader, how can I attract more talented agents, who do I need to be to attract that kind of agent?

[00:19:54] Those answers will start coming into your world very quickly. Well, I need to learn this. I need to do this. I need to show up this way. I need to be mentored by this person who's doing it at a higher level than I'm doing it. How do I become a part of their world? All of these answers are there for you, but you're never going to access those answers in the wrong state. So if you want to start developing a stronger growth mindset, you need to start with your body, your physicality. And that's what's going to lead you to that that next step of developing this.

[00:20:24] I love it just and I did have a question coming here on the chat. Where can we follow you on social media, Justin?

[00:20:32] Yes. So Justin Nelson, Medda, Justin Nelson, Medda. So we have a coaching company as well called Medda. You were laying that out for four coaches, for leaders, for team owners. We I know this is a very short conversation, but there are ten essential components to creating a massively profitable team. And when I talk about profit, I'm talking about time, love, fulfillment, money. It's the Fortune Spring. And I are not in this for the fame. We are one hundred percent in it for the fortune. And the fortune is not in having a messy team. The Fortune is having a dialed in systematic way to get agents into production. And that's why we love Sisu. It's it makes our vision and it makes it tangible. We can dove into every aspect of our business color coded on a dashboard and we can improve it because we're tracking it. But this is what's opened up our team, our world. Our mindset is because everything is real. Now we move from a fantasy of profit into a reality of profit because now we actually can see our world and we can improve upon that world. Sisu has been an absolute game changer for our business, but also our life, because it's allowed us to create other businesses, because our real estate team is that fuel. But if we didn't have that dialed in, man, we would never have the freedom or the profit or the fortune to create other worlds. Sisu is our foundation and it is a one hundred percent standard. So the reason I say this, I've seen other teams use Sisu and it's a 50 50 standard. You know, it's, you know, track your numbers and then we'll there will be some coaching opportunities in our world. It's a one hundred percent standard. And the reason for that is spring. And I have a one hundred percent belief in Sisu. So if you tell your agents it's a standard, we're going to create this amazing business. We're going to move you from an agent into a business owner. But your belief is not there.

[00:22:42] It's not going to be congruent. So it has to be a standard.

[00:22:46] But it also has to be a belief, it has to be an internal belief that this is what our agents need and this is what we need as business owners.

[00:22:55] There's a I mean, people know this. There's a book that is so popular for disciplines of execution. It's been brought up so many times here.

[00:23:03] And Sisu is for the X. It is. It is. While the important goals acting on lead measures, it's a it's a compelling scoreboard. It looks great. And it's that cadence of accountability. Right. I mean, forty X is you talk that we are talking to want to talk first coach is that is the way to train. And that's the way that Tom Ferry transported x Sisu is 40 X by.

[00:23:29] And you said compelling man because you can compare your month over last month, your year over last year, you can see the graphs and you can celebrate this. But also you can see a downward trend immediately and you can pivot it just it just brings so much empowerment into your world, man. So it's a blessing in our life. So I talk about mindset. I talk about our amazing trainings, our high energy. But none of that exists if we don't have clarity and if the only thing that an agent is attracted to is the leadership model and please hear me on that. The only thing that an agent is attracted to is the leadership model.

[00:24:06] Leaders have vision.

[00:24:08] And if you don't have clarity in your world, how everything works and where you're going to be a month from now, six months from now, five years from now, ten years from now, then you're not going to be the leader that they're attracted to become that leader. And the first thing that a leader has is a vision.

[00:24:26] I love it, yes, or running up on time here, I dropped your social there in the chat. Sounds like you're doing this this coaching, which will be amazing. I'm sure a lot of people love to hear that. Anything else you want to leave?

[00:24:42] What kind of homework? What should I what's one thing I can go and I should go do today that's going to help me act on some of this?

[00:24:49] Ok, I'm going to do this in how long do I have and I'll do it in that long drive.

[00:24:54] You've got time. Go for it.

[00:24:55] Ok, I would just ask yourself questions in five key areas. This is the foundation of our business. So gut check time. One hundred percent honesty. Do you scale one to ten have a compelling vision for the future. Is it dialed in. Is it clear. Do your agents know that vision? Can they feel that vision? Are you living that vision? Let's go beyond creating a cool business and become a visionary. If you were to score yourself, no one else was going to see this score scale one to ten. How compelling is your vision for the future? And if you allow your agents to buy into that one through ten gut check time, if you just start there, man, you can figure out the rest. But without that, it's all going to be very hazy. No two men is. Do you have the discipline or do you have are you giving your agents permission to perform with the right actions? If you were to look at your daily schedule, your monthly schedule, your training, everything that you do for your agents is your accountability and your discipline on point. Have you built this well oiled machine for them to thrive? Scale one to 10, give yourself a score. Number three, are you obsessed with getting better? I'm not asking you are you amazing at your job? Are you an amazing leader? That's not what I'm asking. If you're on this call, you most likely are. But number three, are you obsessed with getting better? Good. A good example is we attract massive talent. Spring, our leader is developing her ninety year plan, not him to hit me.

[00:26:31] Just like, can I just throw that in your lap? She's developing her 90 year plan.

[00:26:38] That's obsession with getting better, that's obsession not hey, I went to a seminar and I'm reading this book and I'm going to try this thing about culture, are you obsessed with getting better? And if you are, you will attract amazing talent into your world. Number four is are you on your own? You are you are you on your way to mastery? And, you know, we have ten essential components, accountability, training, Sisu, tracking. Have you really mastered the essential areas of your business scale? One to ten? I know that's very vague, but are you on your way to mastering your business so that you can create the freedom, the joy and the profit? And then number five is what we call the real business or the real you. We love to ask powerful questions. What are your top five consistent emotions? Are you on a daily basis showing up as the real you, the real leader, the one without fear, the one that has discipline, the one that is inspiring. The one is the true leader. I got my gut check myself in these five key areas, and we believe this is the foundation to an incredible profitable team. No. One is vision. Number two is discipline. Number three is obsession. Number four is mastery. And what that all leads to is you being the real energy, the real business owner that we all sort of sought out to be in the beginning. So ask yourself some questions in those five key areas and then develop a specific growth plan. And each of those areas, not a general growth plan. General growth is weak, specific growth plan in each of those areas. And a month from now, your business will be more profitable.

[00:28:20] Justin, you're the man. Thank you for hopping on, you're that you're that X Factor, you bring that energy and we love that about you.

[00:28:29] I think a lot of people on this call are either thinking or going to be thinking, man, I'm going to go get myself a Justin or I better figure out how to become the Justin because I want to bring a little bit of that into my team or into my brokerage.

[00:28:40] So thanks for hopping on. Also there.

[00:28:45] I love Sisu hundred percent standard.

[00:28:48] Let's go.

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