THE NUMBER ONE MONEY SKILL
Summary
The most powerful and highest money-making skill in real estate is the ability to lead people to a decision to work with you.
But what will make them say YES to you?
- Certainty. Their feeling of certainty about you will make them want to hire you. But that certainty will come from you. For instance, as you’re talking to them, have that energy of certainty that you’re knowledgeable about the current market situation. When you show up with confidence, commitment, competence, courage, and compassion, people are irresistibly drawn to you. The key to gaining the trust and certainty of others is to have certainty in yourself.
- Understanding the psychology of decision making. Your ability to lead people to a decision is directly related to your skill at decision-making. If you can’t make decisions for yourself, then you won’t be able to lead others to a decision. Decision-making is an uncomfortable process because pressure is what drives us to make most decisions. Learn how to open up a space where people can feel pressure, and then lead them to make a decision immediately.
Full Transcript
Kevin Ward:
The highest money skill in real estate, the most powerful skill in real estate, and the most advanced skill of real estate is the ability to do what?
Jennifer:
Lead someone to a decision.
Kevin Ward:
Okay, now Jennifer’s got this one down. How about the rest of you? Type it in the chat. What is the money skill of producers in building a championship business and an income for your family and for your kingdom? What is the number one money skill? And by the way, it’s not limited to real estate. It is what?
The ability to do what? [crosstalk 00:00:55] Okay, everybody look up at me. Everybody in the room, look up at me. Okay, I’m going to ask you a question. I want you to give me a fucking answer so I don’t have to yell at you, okay? Because I got Jennifer, okay. I’m like, what about the rest of you? Are you playing? Are you just here as spectators? So you guys out there are already typing in the chat. Okay, what is the number one money skill in real estate? It’s the ability to do what?
Class:
[crosstalk 00:01:23] Lead someone to a decision.
Kevin Ward:
Okay, so some of you did not know the answer, so that’s good feedback. So here is the answer, the ability to lead people to a decision. The ability to do what?
Class:
Lead people to a decision.
Kevin Ward:
Look up here. Eyes up here. Eyes up here. You can write it down in a second. The ability to do what?
Class:
Lead people to a decision.
Kevin Ward:
They can’t fucking hear you. The mic’s here. The ability to do what?
Class:
Lead people to a decision.
Kevin Ward:
Okay, that’s what I’m talking about. So now you guys got the answer, type it in the chat. Yes. Good, good. I can’t read their names. Good, Jeff, Julia. Yep. Yep. Okay. No, come on, type it up. Type. What the fuck? I’ve only got about eight of you typing it in. Type it up. Come on, Emmy, Paula, write it. Type it up. Lead people to a decision. That’s it. There is no other money until you can lead people to a decision. Lead people to a decision to work with you, to choose you, to say yes to you. Now, what is it that is the first piece of this puzzle of leading people to a decision to say yes to you. What do they have to feel in order to say yes?
Julia:
Certainty.
Kevin Ward:
Julia says they need to feel certainty. And that’s the answer. What will cause people to say yes to you is when they have certainty about you. Certainty about this idea of having a conversation with you. Certain about this idea of hiring you, to say yes to you. And they must feel certainty. Where are they going to get that feeling of certainty?
Class:
Trust.
Kevin Ward:
Trust. Where does it come from?
Class:
You.
Kevin Ward:
It comes from you. The most powerful way that you get certainty from people towards you, is when they see certainty in you, about you. So when you walk into a room or you walk into a conversation, and that you have that energy of certainty that you know what’s happening and you know what to do. And they can see in your eyes and they can see in your presence and in your conversation, they can see that you have commitment, that you have competence, that you have courage, that you have compassion, and they see that, you become irresistible. The biggest mistake real estate agents make is they think that the way you become irresistible is try to be irresistible, is try to talk people into why you’re so great.
And here’s the problem with that. Nobody gives a fuck about you. Right, Evelina? This is the ugly truth. I know you work hard on your brand. I know you work hard, hun. I need the font to be perfect. Fuck your font. Nobody gives a shit. They give a about you, when you show up for them. But they don’t give a shit about you when you show up for yourself. So when we get to this concept of strategic seduction, so now I’m going to train you in this framework. Page 19 is your page, take notes. Here is the first problem. And what’s the money skill again? Is the ability to do what?
Class:
Lead people to make a decision.
Kevin Ward:
Okay, can you put the phone down, please? Thank you. Grizelda, can you put the phone up? There’s something you need to take care of, get out of my room. You got it? Are you good? Okay, cool. I care about you, that’s why I’m calling you out.
Grizelda:
Yeah.
Kevin Ward:
Okay. So what is the skill? The ability to do what?
Class:
Lead people to make a decision.
Kevin Ward:
All right. The ability to lead people to a decision. Grizelda, what is the skill?
Grizelda:
Lead people to make a decision.
Kevin Ward:
There you go. So lead people to a decision. This is the money skill that we have, and here’s the problem. Here’s the problem. The problem is that you don’t understand the psychology of how people make decisions. Write it down. The problem is you don’t understand the psychology of how someone makes decisions. Now you’ve got to have certainty, so you can give them certainty, but you’ve also got to understand their psychology of the thought process of how they make a decision.
Because how can I lead them to do something that if I don’t, don’t understand how people do it? And again, as I mentioned earlier today, your ability to lead people to a decision is directly related… Write it down. Your ability to lead people to a decision is directly related to your ability and willingness to make fucking decisions. If you can’t make a decision, it’s impossible for you to lead others to a decision. Why? What happens when we have a decision to make and we can’t make it? How do we feel? How do we feel? You’ve got a big decision to make. You’ve got to make a decision. You’ve got to make a life and death decision tonight.
Class:
Stress.
Kevin Ward:
How do you feel?
Class:
Pressure.
Kevin Ward:
Pressure.
Class:
Stress. Overwhelming.
Kevin Ward:
Stress. Anxiety. Uncertainty. Is that comfortable or uncomfortable?
Class:
Uncomfortable.
Kevin Ward:
Uncomfortable. Motherfucker. The only way to lead people to a decision is to understand that making decisions is difficult for many people. So for me to open up a space for them to make a decision, I’ve got to be willing to do something for them that I’m willing to do for me. And that is holding space to be in an uncomfortable place. Because ironically, people make decisions because of pressure. Almost every decision you make in your life is because of pressure. Darlecia made a mistake today and she’s like, “Oh shit, I made a big mistake. I just cost Kevin 150 bucks. What do I do?”
She’s like, “Okay, I’m going to make a decision. I’m going to tell him.” So she’s like, “Soon we break for lunch.” She goes, “I need you to come here.” We go into my office and she goes like, “I just ordered the wrong shit on the food. I got there and it was wrong so it costs an extra 150 bucks to get the right stuff.” I still don’t understand what she was talking about. I’m like, “It’s 150 bucks. Do we get the food?” Yeah, we got the food. I’m like, “Okay, don’t worry about it. It’s 150 bucks. I’ll take it. Leftovers give it to my neighbor, but something we’re going to have. It’s all right.”
But she had to make a decision under that moment. Why did she make a decision? Because there was pressure. Why do you get up and go to the bathroom? Pressure. Pressure is why we make almost every decision. It’s what makes us get up in the morning. It’s what makes us go pee. It’s what makes us want to have sex. It’s pressure. It’s pressure. It’s why we eat and drink. It’s pressure. So we make decisions because there is pressure. So the key is learning how to open up a space where people can feel pressure and you can hold space for them to be uncomfortable and make a decision.
But this ability allows you to get into this space yourself and go like, “Okay, I can make a decision.” The ability to get into that place of a decision and then make it immediately after you make the decision and you truly make a decision, what do you get? You get freedom. You get liberation because you get certainty. What is the word?
Class:
Certainty.
Kevin Ward:
Certainty. This is what makes the world go round, my friends. This is what makes people come to you. It’s what makes people follow you, is certainty. They follow you because of certainty. Nobody’s listening to me this week because of my voice, except one that said they thought my voice was sexy and I appreciate that, Sergio, but that’s not the reason people are here. But the reason that you’re willing to go on a journey with me for three fucking days when I’m not taking you to the places you thought you were going to go is because you have certainty. And one thing you know, the moment you don’t have certainty, guess who has absolute certainty? Who does? In this week, in these three days, when you don’t have certainty? Who do you know has certainty in this room?
Class:
You.
Kevin Ward:
You know I have certainty. I have zero fucking doubt. I have absolute certainty. And my energy of certainty is what brought you here into this room, is what brought you into this game to be willing to go on a journey and trust the process. That are like, “This is not anything.” There’s nothing here that you expected. Alina, is this what you expected?
Evelina:
No.
Kevin Ward:
No. How many of my events have you been to?
Evelina:
In the last five years?
Kevin Ward:
Yeah.
Evelina:
Two per year. So 10, more.
Kevin Ward:
10 or more events. Okay. Alex K, this is probably my number one alumni. Any idea how many events you’ve been to? Because I know you keep all the name tags.
Alex K:
Probably more than 15.
Kevin Ward:
Yeah, more than 15 for sure. [crosstalk 00:11:13] And if you add summits and the retreats and all that, you’ve been to a lot more than that. Is this what you expected when you got here?
Alex K:
You always up your game.
Kevin Ward:
Yeah, but is it what you expect? You expected me to up my game. And you got that?
Alex K:
Expected that from you.
Kevin Ward:
Even with less voice.
Alex K:
Yeah.
Kevin Ward:
Okay. But even he didn’t know what to expect. He’s just like, “Okay, I don’t know what he’s going to do, but it’s going to be good.” So he trusts the process because he trusts me. Because he knows he has certainty because of my certainty. Okay. Did you have any idea what to expect, Marcus?
Marcus:
Not really. I had an idea, but-
Kevin Ward:
I don’t know what’s going to happen here. You’re here because of certainty. Now certainty is what takes people to a place of, okay, I’ll trust you on a journey and now you can lead people to a decision, but you gotta have that. But to do it, you still have to understand the process. Okay, Alex needs to say something, still in the catch box.
Alex K:
I’ve been to some of your events, like the Hundred Day Challenge that you had before or the Vortex, physical Expireds. And I got to tell you that some of those classes or training events or conferences, whatever people want to call it, I have repeated those and I have always walked away with new content. Exact same training, three days, just the location may have been different, but you always put your salt and pepper on it, man. And I think personally it’s because you are growing and that’s the reason I have stayed and I have made that decision. I’m a YesMasters for life because you are constantly growing yourself. Yeah.
Kevin Ward:
Thank you, bro.
Alex K:
Some of the scripts may look the same, but I think by now we all know it’s not the script. Hopefully.
Kevin Ward:
And guys I literally built YesMasters on scripts. That was when I first started because my scripts were the best in the world. They still are. There’s nobody who got scripts like I got. And those scripts you got there, they’re priceless. But the guys there like this man, there’s no sword that is sharper in real estate. Okay, I’m not going to compete with the Bible, but in terms of scripts, there we go. But there’s way more, as you guys are beginning to see, there’s way more than just scripts. Scripts is what brought a lot of you here into this conversation.
But what kept you here? Was you being like, “Okay, there’s more. There’s more. But there’s certainty in this whole process of a decision.” But I’m going to lay it down for you. What really is really happening here, and what is the piece of this? Whoops. That this is the game that we are in. We’re in a game of problems and possibility. This is the game. The game you play is a game of problem and possibility. Every single client, I said there’s one moving part in the game of real estate. What is that one moving part?
Class:
Motivate clients.
Kevin Ward:
Motivation. Motivate a client. Without motivation, there is no client. Their motivation. What creates motivation? People have a problem that they don’t like or they have a possibility that they do like. So either they have pain, or some pain that they are in that they don’t want to be in, or there is some pleasure that they want that they are not experiencing right now. And this is the game. Every single client starts here. Every single client starts here looking there. I’m here, I want to be there.
I rent an apartment, I want to own a house. I live here, I want to live there. I need to sell my house. I have a problem. I live here, I want to live there. What’s the possibility I can live there? You guys understand what I’m talking about. So there is a problem and there is possibility. This my friends, is the game of real estate. So you have to understand that first is the game. There’s a problem and there’s a possibility. How do I get from here to here? Because here is the chasm and this is the gap. And the gap requires a path.
I got a buyer that wants to buy a house. I got a seller that wants to sell a house. What’s the seller’s problem? They want to sell their house so they can move. What’s the possibility that they can move? What is the path? It’s you. You are the path. The real estate agent. You’re selling vortex, that’s the path. That is the path to solve their problem and give them the possibility to get out of the pain, into the possibility.