Most investors, either like to say themselves or their team, they’re working off what we call traditional sales processes that are very dysfunctional. The biggest thing we had people telling us, Sandler, was that it was just a little more complicated on things. So we dumped it down to a set process that is tied specifically for our type of business. Just so everybody understands us, all the listeners, is coming from what I call program based selling. So you offer multiple programs for your clients. I see a lot of people just so overthink the numbers on things that they’re losing out on a ton of opportunities. Everybody can set up a business, you can go have a hotdog, stand on the corner and have a business, but very few people understand how to set up a company.

What’s going on, guys, we have Jerry Green here today. Jerry, I know you are very big in the real estate space, but I’m very curious what got you into real estate in the first place?

Wow. What got me into real estate? Well, I have to go back in time. This is a long, long time ago. So this was 31 years ago, 1994. Okay. That’s the first year I went into it full time. Prior to that, I was messing around with it part-time, 92, 93 in that realm of things so many, many years ago. But it was interesting back then I was actually in the business of my father in the electrical contracting business, and that was over in Springfield, Ohio. And so I was working together with him in the electrical contracting business, and we had a pretty decent sized real estate business, or excuse me, electrical business going, and we had a large general contractor fold up his doors on us and we were like, okay, what are we going to do now? Because it kind of put us in a position where we got put out business.

So I had to think about what we were going to do next. And I actually saw an advertisement on a local TV station, and it was about an upcoming seminar in Cincinnati, Ohio, and I made a decision to go to that seminar and a lot of people, that’s how I got started in this. I went there and sat there for three days, listened to the guys talk about all these different strategies, and one particular stuck out to me, and that was something that they, back then they looked at, they really just called it wholesaling or retailing. It wasn’t, now they call it flipping and all that. It wasn’t none. I called it that. It was just you were either wholesaling or you were retailing, okay. And retail meant fix and flip. So listen to the guys talk about that. And I came back and that was the decision I made.

I said, man, I’m going to really try to work this from the wholesale side. I really had a lot of interest when it comes to that. So we went into it pretty heavy on that and had no idea what I was doing. I actually ended up hiring a mentor from that event and went back and started just figuring out how to generate some leads. Of course, that lead generation back then, guys totally different from what it’s now. Okay. Totally different. But my first deal, I got it in and I remember it well. It was a deal that I assigned actually to my mentor. I assigned it to my mentor and I picked up 2,500 bucks and I thought, wow, how long did I used to have to work to make 2,500 bucks? And that’s how it all started, kind of build it out. From there, developed, I really went heavy into the wholesale side, and dude, I was out working the ghettos and a lot of people that might, if you listen to this and you’re thinking this Ohio have some ghettos.

And we had some pretty rough areas over in Springfield, Ohio, so we had some good areas too. But I just went out and we’re working those rough areas and I pick up 2,500 here, 3000 here. Since I learned I could make that, then I realized I could make 5,000, right? And you got to think back in the nineties, that was big assignment fees. From there, I just continued to grow that. Then I started getting into the fix and flip model. I thought, well, I had all the construction background from being around it in electrical contracting business. So I opened that up and started doing the fix and flip model. And then from there, man, it just kind of grew. I built a pretty big machine up then we were doing multiple rehabs at once. We went into multifamily, we went into doing a turnkey rental business for a while.

Even went into the commercial side. We’re doing some family dollar, general dollar source. So when you’re in the space for over 30 years, you kind of put your foot in the water in a lot of areas. But after all that stuff, I’ve cycled back around now and got to the point where I just want a more simple, and now I have a lady who runs it for me. She’s been with me almost 13 years, runs the whole operational side. And mainly we wholesale, we novate, we still take down some properties too, do some buying, holding and some flips. I did open the flips up in the last year or so a little bit more because my son’s got into the business and they run their own contracting business. So now I don’t have to deal with all their brand damage from the contractors.

That’s awesome. And it was a long time ago, but what was the difference in your life from before and after real estate?

I think back before real estate, I worked ton of hours. Now I’m not saying I didn’t work a lot of hours in the real estate side, but it was a different use of time where when I was in the electrical contracting business, it was very much bidding on a lot of projects, spent a lot of time working out on the projects and just a lot of manual labor when it come to all that side. So it was good. I mean, I learned a ton on that side of things, but it was hard work, really hard work when it comes to that. And the real estate was just a shift of different type of hard work. It was where I put the work in, but I could receive multiple paydays from it instead of one payday.

Right. Yeah. And what does your business look like today? I know you have a couple of different businesses including training and stuff like that. So what does all your businesses look like as of today?

So today what we have is we have our real estate business, which is based here in Ohio, right in the Dayton area. I have my team works all the deals on that side. So they’re working the acquisition side, the disposition side, transaction coordinating side, all that there. And I have our operations manager that actually lives in Colorado that runs things for me. So the real estate side is it’s either wholesaling, no innovating, or we’ll take some deals down as needed. And that’s just kind of like a conveyor belt when it comes to that. That machine just keeps on going. So it’s boom, boom, boom. And then I’ve removed myself a lot from that on the day-to-day component. And I’m still involved with some different meetings. And I also, I bring a lot of training to ’em too when it comes to the sales side. So the real estate side is kind of on that machine.

On that. The educational side is I’m very focused right now, sales training. And when I say sales training specifically for acquisition reps and helping them, and we do work with a lot of people on the dispo side too when it comes to this, but we focus heavy on helping people become really good at converting their leads. Because what we realize is that obviously you guys are in the lead generation business, but there’s a lot of people that can get the leads in and they just don’t understand how to really convert those on a high level. And so many people leave so many deals on the table, and it’s understanding that there is a way to communicate that will allow you to assess things in regards to their people’s situations and understand that not everybody’s going to be that highly distressed seller, but that doesn’t mean there’s not a deal there.

Yeah, for sure. What problem were you trying to solve? And it might be just super simple, which it might be, but when you were trying to solve, when starting the sales training for the acquisition, what specific problem were you trying to solve when starting that business?

Well, I actually bought that business. So yeah, I took it over REI Sales Academy was created, I guess it was about nine years ago. And it was created because there was huge gap in the industry that we’re in so many investors either themselves or building teams. And the people on the teams of the investors really never understood sales. They understood on a certain level, but they never understood a true sales process. So what we were able to work at and help develop on this is a sales process that creates predictable results over and over again. And that you can bring anybody into this as long as the person, it’s a good match in regards to bringing the good person in. But then when you bring them in, they don’t have to have all the sales experience. They don’t have to be the real estate expert. They just be in a position where they’re a good person, the right attitude, the right drive and everything else, and have some good problem solving skills and things like that. We can train them to the point where they can become very skilled at closing,

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Why do you think so many investors overlook the actual acquisition training piece of it? Because it seems fairly simple, but I feel like a lot of real estate investors don’t keep that close of an eye on it.

Oh, dude, a hundred percent. I see this all the time. I mean, that’s what I train multiple people weak, and I coach some private teams and stuff too. I think they look at, the thing is we look at, there’s so much emphasis on the marketing, which is extremely important. I mean, that’s what you guys are in. But the thing is, if it’s done properly, you can automate the marketing, you can automate the marketing and get the lead flow coming in that obviously you have to constantly maintain it, work at all the KPIs and everything. But I think a lot of people, they’re just so caught up into the day to day of everything else that they forget about the importance of understanding that it is not about going a training once or just it’s not about scripts. I see that a lot. I see a lot of gurus out there say, take my course and I’ll give you my scripts.

Scripts. Mean scripts mean absolutely nothing if you don’t understand the psychology why behind them, okay, you got to understand that and the way the human beings actually make decisions the way human mind works and all this. So that’s the big gap I think that I’ve seen is so many investors in this space, or it’s them or their team, they don’t understand that this is a skill. You have to train on the skill multiple times a week, and you got to be in a position where you’re constantly improving on that skill all the time. It’s like I tell people all the time, if you think about late, great Kobe Bryant, Michael Jordan, top players ever out there in the NBA, and even at the top of their game, what were they doing? Still training? And it’s the same way in this.

What do you think the most common misconception is about what you’re offering with the coaching?

I think a lot of people believe that, well, I guess here’s a good way to put it. So I had a email from a gentleman a while back and he said, I’d love the training. He says, I’m not sure that I need it. And he says, I got somebody, a couple guys here locally, that one guy is kind of harsh a little bit. He’s all numbers and stuff like that, still buys deals. And the other guy is somebody that kind of stutters a little bit. They’re not, they’re little kinder on things and they still buy deals on that.

And here’s what I told him. I said, look, you might not need it, and let me just say this. I said, if you’re not walking away from potential, if you’re not walking away from deals and where somebody said, let me think about it, I’ll get back with you. Or people going dark on you or being beat out on price or in a position where people are just basically giving you every excuse in the world on things, why they’re not getting back with you and stuff like that. If you’re not experiencing those things being beat out in competition, beat out in price beat out, or people going dark on you, ghosting you and all this stuff, if you’re not experiencing any of that, then you probably have it all figured out. And his reply back was, I’m experiencing all of that. I said, so that tells me that you have a problem with your sales process. And that’s the thing, a lot of people, they don’t realize that they have these gaps in their business and our mission and our sales training and our sales academy, our mission is to close all closable deals. And the key is if it is not a closable deal, that’s okay, but you want to know why it’s not a closeable deal?

Yeah, I mean, it’s tough to say because a lot of people will look at some deals that other people could close, and if you’re not as equipped, you might think something’s not a deal, but other people can figure it out. So I definitely see where you’re coming with that for sure.

It’s interesting, and most investors, either, like I say themselves or their team, they’re working off what we call traditional sales processes that are very dysfunctional. I always look at it this way. It’s like they’re going against the green and the wood versus going with it and see all humans that, I talk about this a lot. We bring into a lot of neuroscience into our training, and to just bring this down, real simple, people are in the position where people have a natural, what we call natural buying process or natural selling process that we’re all internally wired with, and most salespeople go against that versus with that.

It’s like car salesman.

Yeah, exactly. Okay. And then when you’re going against that side of things, that’s the problem with that. So what we’ve done is our sales process has designed the flow with the way human beings actually make. What we look at is what we call complex decisions, and that’s super important when you really understand that it’s a game changer on things.

Yeah, I don’t know if you’ve heard of Sandler Sales Training, but that was the first thing that really caught my attention to it. I’ve been doing that for a long time now, and even just that simpleness of it really changed the game.

It does. Yeah, I agree on that. Man. We took a portion of Sandler Incorporated that sum into our process. The biggest thing we had people telling us, Sandler, was that it was a little more complicated on things. So we dubbed it down to a set process that is tied specifically for our type of business, and that’s what we’ve done on that, and that’s why we’ve kind of really created the gold standard when it comes to real estate entrepreneurs or working with their teams, is we’ve got a really good process that is nailed down when it comes to that, and it works very, very well. And we’ve watched the highest performing teams in the country that convert on the higher level and also create typically the biggest margins follow our process on that. So it works. You just got to be willing to be humble that there is another way and be open to that. There’s actual way that human beings make decisions, and if you can turn around and connect with that, it can change your game, man.

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On the actual business itself? On things?

I think one, understanding that if you’re a single shot investor nowadays that it’s really tough, and that is just so everybody understands us, all the listeners, is coming from what I call program based selling. So you offer multiple programs for your clients. A lot of people advertise just that. We buy houses, we buy houses, we buy houses, which is cool to a certain extent to get your leads coming in, but once you get ’em into the funnel on things, it’s understanding you have to be diversified enough to offer more than one type of program. And that’s a key. So I always tell people when it comes to sales, I said, look, the two things you want to look at, you want to understand that you want to become very proficient with the sales process and understand the whole psychology of the sale. The second component you want to look at is understand deal structuring, And

Then if you do that, you become what I call a deal engineer. And then from there, man, it’s just a matter of understanding your client. That lead comes in, you offer different programs. So I think if you’re not doing that today, it is going to be really tough to make it on a high level. So that’s a big component there. I think that’s one of the really big ones when it comes to that. The other side of things is that we are in a major trust recession right now across the board, and it’s continued to, it’s going to get worse and worse because of AI people, they don’t trust things. So we’re in a definite trust recession. So it’s so important right now to be authentic on things. And a couple things on that too is not just being authentic, but it’s having authority where people can come in and they basically trust you. You build respect from them. And it’s not so much about being buddies with the seller on things, it’s building respect. So we’re in a major trust recession, so we have to counter that by a lot of nurturing by a highly effective sales process. And you talk about too, with your marketing component, that’s a big thing because you’re doing the tv, you’re seeing different places, and then that all ties together on that and pulls an end as the brand. So creating that trust and really helping us come through that because we are in a major trust recession right now.

Yeah. What mistakes do you see investors make that you think can be really easily avoided?

I think some of the big mistakes that people really make right now is one, overthinking your numbers.We were guilty of this for years, man on things. So understanding that if you’re wholesaling or even if you’re flipping on that side of things, I mean on the flipping side, you’re going to understand, you’re going to know your numbers. A lot more dialed in on that. But a lot of people that are wholesaling, and I see a lot of people just so overthink the numbers on things that they’re losing out on a ton of opportunities. So it’s understanding that you don’t know every detail about your end buyer. You don’t know that, and that’s a big mistake. I see a lot of people think, they think they know their end buyers all they in buyers completely, but all of ’em have different ways of funding deals, exit strategies. It is just so many things and we can’t even determine anymore. We’re wholesaling. We don’t put anywhere near, we don’t even put the rehab amount on that anymore. It doesn’t make sense because everybody looks at things differently. So overthinking your numbers is a big problem when it comes to that. Another big thing, I think, too, is that a ton of investors, I do a lot of one-on-one coaching with people too, and I see a big problem. I see so many people not having set systems and processes in place where they actually have, I look at it as a conveyor belt. To me, this business is just real estate. If you look at this as a manufacturing environment, real estate is just your product, and you have to focus on the business side more than the real estate side.

Yeah, it’s got to be repeatable.

Yep, a hundred percent, man.

Yeah, I think that’s one thing you and Tony both do very well is being able to set something and then let it run. I think a lot of owners are afraid to step out of the business. It doesn’t need them. It’s kind of like a parent when the child gets out of the home, they’re scared to have the kid not need. I feel like it’s kind of similar in business.

Yeah. Well, I’ll tell you dude on that, just jumping in on that real quick is I will never forget, one of my mentors told me this. He said, Jerry, there’s a difference between having a business is having a company. And this guy had built his business to do a little, they were doing about 160 million a year in revenue. And what he told me in there, he says, everybody can set up a business. You can go have a hotdog stand on the corner and have a business. But very few people understand how to set up a company. A company will continue to go forward and grow without you being involved.

Yeah, I feel like so many investors get into this space to free up their time and free up their life, and then they work 80 hours a week. It’s always interesting to see. It’s like once they get in and do a deal, then they’re like, I want to do 400 deals. It’s like, okay. The whole point was to get in and to get your time back, and now it’s a different ball game once you’re in it. What do you think separates, because obviously there’s a lot of people that call themselves real estate ambassadors or maybe people that are doing a deal a year or something like that, and then there’s top operators. What do you think separates someone from those levels?

Well, I think definitely it comes down to systems operations and having the right people in place. Because if you look at that, I do something where I look at what I call a four pillar analysis on anybody that I’m coaching. And when I look at that, one of the first things I look at is top line. I look at, okay, what’s your revenue goals on things? But when I look at that revenue goal, I ask myself, tell me, I always have. I say, Hey, what’s your product line? And they’ll say, what do you mean? I say, well, what all types of deals do you do? And they’ll say, well, I do this, I do this, I do this, I do this, I do this. I say, okay, imagine this. Imagine I open a factory and I have all those assembly lines. How efficient am I going to be? I said, not very efficient. I said, so you have to look at this business the same way. You have to take it down and just look at a couple product lines, one or two main product lines, and that needs to be that. So we always look at that. Then we have to out of that also. So we look at top line, what’s our revenue? Because revenue has to be in first position. And then we look at secondly. And the second pillar is we have to understand how are we really going to get to those numbers? We have to do the reverse engineering of that. Understand, okay, if I do this, these actions are going to lead to this result. But we have to really understand that. And when we start getting clarity on that, all of a sudden it starts to become clear like, oh, wow, there’s no way I’m going to be able to do this amount of money if I’m doing these actions. If it starts the click form, then the third component of the four pillars I look at in your business is the third one is your accountability chart. And that is who’s in each box and what are they doing? And a lot of the people I talked to, they’re in every single box.

They’re in every single box. And then they wonder why this thing will never grow. Or they might, and look, I get it in the beginning, you have to wear multiple hats on that, but at some point in time, if you never take the time to expose it and what it looks like, then it never becomes real to you on that.

And then the fourth pill I look at comes down to the KPIs, the numbers, because most people don’t track any numbers. And when we can get them to expose the numbers and then it starts to become real. And literally, I’ve had so many people that we’ve watched them turn the business around by saying, wow, I never took the time to do this. And look at it that way. It sounds simple, but we know how it is, man. We’re all out there jamming on things, and a lot of us are running a hundred miles an hour. And I’ve been there many times.

What would you tell an investor that’s a one man band right now? Maybe not. What would you tell them, but what would you recommend someone in that position to hire us first? What would they hire out first?

So I look at on the hiring side, when the first, you’ve got to get somebody that is a good solid assistant to take things off of you. And here’s really, really important when you’re hiring that assistant, make sure they’re local on things. Nothing wrong with the VAs and all that, but if you really want to grow this, get somebody, even if it’s part-time, okay, local assistant, make sure they have a college degree. It’s not because I’m looking for the degree, it’s because they completed something and they stayed with it long enough to complete it. And then I’m going to start putting everything I can into their lap even and don’t get, and here’s the number one thing I hear all the time. Well, I don’t know what I’m going to have ’em do, or I don’t have time to train ’em. Well, stop thinking that. Just have them come in and follow you around and they will learn because you’re doing it.

And they’ll see stuff and be, oh, I can do that, or I can,

Yeah, exactly.

You’ll figure out what to get rid of for sure.

That’s it. And next thing you know, so my operations manager now, Ashley, when she first started with me, that was what we did. I mean, she was going out in properties with me, and I would start, have calls come on my cell phone, I’d just throw up my phone and I’d say, here I answer it. What am I supposed to say? I say, you’ll figure it out.

That’s awesome. Yeah. Sometimes that’s how you got to do it. For sure.

A hundred percent,

Man. When it comes to the word success, how do you define it and how do you strive for it in your day to day?

Well, I’ll tell you what, years ago, for quite a few years, I thought success was all about the materialistic side of things, the money, all that. And dude, I have learned through many years and some hard lessons. I lost my first wife to cancer, and we had the business going and everything else. And guys, that, here’s a way to look at this. If we looked at and we say, Hey, man, what’s the meaning of life? If we broke that? Just looking at through that perspective. And one of the best quotes ever that I’ve heard on this is that the meaning of life is simply to enjoy the passage of time. That’s it. Okay. And so what greater way of success than that? Because we think all this other stuff is going to take us there, but we know that as human beings, it’s like we buy the nice car and then next thing you know that’s really cool for a month, then it changes and that starts to slow down and stuff like that. So I’ve learned a lot. I turned 60 this year and this all those years, man, I thought I had all this shit figured out. And dude, I just realized that none of this stuff really matters unless you’re enjoying the passage of time, man. Okay.

Yeah, that’s awesome. I didn’t know that about Jim. I’m sorry. I’m sorry for that.

Yeah,

Tough thing to go through for sure.

It was a lot. It was a lot.

Yeah. I definitely agree with you though. I mean, money buys the freedom, but the freedom at the end of the day and the ability to do what you want with your time is huge. For sure. A

Hundred percent, man. Yeah.

How do you strive for, obviously you have a business that runs itself. You have the coaching at this point, materialistic wise, money wise, you’re probably set. What has you keep pushing and striving to go on day to day?

Well, I think a big component is that a lot of this might sound cliche, but I really do love what I’m doing,

And that’s a big component of it. I get, I’m not doing as many of the deals myself anymore. Okay. My team does a lot, but when I get involved with the deal, I love it. It’s fun. And then the other component is that I love training people. I, nothing makes me more pumped than seeing somebody use something. I just got a message here recently from one of my students in Kentucky in Louisville, Kentucky, and he sent me a message and he just says, Jerry says, he says, you’ve been telling me to do this price anchoring technique on sellers for the last couple years. He said, I kept fighting it. He said, I finally did it. He said, literally the first one I did it on. He says, I dropped the anchor. And he says, I actually was able to get him to move in that direction, and he locked the deal up and got just shy of an $80,000 assignment fee.

That’s awesome.

He said, I should listen to you sooner.

That’s awesome.

So those are the things, man, I feed off of on that side. And now too, man, it’s cool. I know a lot of people might be listening or younger and stuff, but guys, when you can start getting to the point now, I see my sons getting involved, and that is such a cool thing, man, watching them do things and it’s just like a whole nother burst of energy.

Yeah, that’s awesome. Yeah, my dad’s always said, I’m going to work. He’s an entrepreneur as well, and he’s like, I’m going to do this until I die.

It’s not work. I feel the same way. You got to remember that there was so many things we grew up on, and our parents grew up on a lot of stuff. People were trained about society in regards to false belief systems. And so it’s interesting on that how, if you think about it, they were trained on that side. Now we look at it and you look at people like, I dunno if you’ve ever heard of Brian Tracy, Brian Tracy. If not, man, you need to check out some of his books and stuff like that. But he’s been around for 45 years or more doing, and it’s all about business. It’s personal development and stuff like that, but he’s in his late seventies, still speaks around the world.

That’s awesome.

Yeah.

That’s awesome. Let’s say a business goes away, both businesses, you get to keep all your knowledge that you’ve learned over the years, but you are going to completely restart from scratch on the flipping company. What would you or the wholesale company, what would you focus on first

On that side of things? I would go right to probably a local model of I would just go to the assets that I have, which is the people component. Okay.

That’s what I would look at. So I would go to, that’s where I would look at it. I have the people equity, so I would go to that and I would just go to that because I have the relationships. They’re going to have money, they’re going to have opportunities, and that’s what I would go to because I have something a lot of them don’t have, and that’s the knowledge to help them gain more money quickly, and I get a piece of that.

I love it. I love it. What’s something people would find surprised? Something people would be surprised to learn about you?

I would say a lot of people don’t realize that I still skateboard at 60 years old. That’s

Awesome. More street style or bull ride or what?

Oh, no. Yeah, not the bull stuff anymore. It’s more kind of streetwise type stuff on that.

That’s awesome.

Yeah, so I still do that and I’m a big eighties rock fan fan.

That’s awesome. And obviously you are a lot of people’s mentors and coach in the space. Who’s one of your biggest influences or who’s been the biggest influencer mentor to you?

Wow, there’s been a lot of ’em over the years. Brian Tracy’s one of ’em. So Brian Trace had a big, big impact on me in the early two thousands. I got to spend a year with him working with him out in San Diego. That’s awesome. Yeah, really major impact on my life. Another one too is been a bigger impact on my life is Robert Allen, and I don’t know if you’re familiar with Robert Allen, but Robert Allen’s,

I don’t know him personally, but I’ve seen him online for sure.

Yeah, he’s kind of one of the granddaddies of the whole real estate investing training component of things, and I used to speak for him years ago, so it was real cool on that side. I enjoy that, but he had a big impact on me too. And then I would say that, and then one of my original mentors had a pretty big impact on me too, on things. He helped train me on that. If it wasn’t for him, I would’ve never done any of this.

That’s awesome. Well, where can people learn more about you? Where can people find you? If someone’s interested in getting some acquisition training, where can people go?

Well, first thing you guys want to do is definitely, you can follow me on Facebook or Instagram, just under Instagram is the Jerry Green. That’s my handle on there. Facebook, you just look up Jerry Green around Dayton area. Pretty simple when it comes to that. We put content out. We’re going to be pushing more out when it comes to that here. And if you guys like to know more about my sales training, just go to the REI sales academy.com. And again, that’s REI sales academy.com. If you like to talk about that more, you can book a quick session with me on that. We can talk and look at what you’re doing now in your business and sales and see if we’re a fit.

Awesome. Awesome. Well, Jerry, thank you so much for coming on everyone. Thank you.