The McQueenie Method

In this episode, Glenn and Andrew talk about increasing referral base by using your niche.

Glenn talks to Kimberly about ensuring that your real estate niche knows who you are and how to find you... by providing them with what they want.

Glenn and Owen talk about turning invisible clients into visible clients.

Jason Weinberger has online lead generation and follow up down to a science... and an art. In this episode, Glenn talks to him about how he is disrupting the real estate market with his online efforts.

Glenn talks with real estate lawyer Zahra Marani about the simple tricks agents can use to ensure that their transactions don't fall apart in changing market conditions

Glenn gives us an insider view to Strategic Coach.

Glenn McQueenie knows the power of a niche and how the expertise of a niche creates clients who believe in your real estate agent superpowers.

Glenn ask "What does the consumer really need right now, and how can I bring my skills into that marketplace?”

Jason Hanson went from Police Officer to CIA agent to business owner to starring in a Las Vegas one man show. Hear how, and why, he did it.

Reuven: Hey, Glenn! Great to be here! Thank you for having me.Glenn: Yeah, well I'm excited. We're going to talk about a lot of cool stuff, and we're going to learn. I love your story about the niche that you've really created in the marketplace. But before we get there, let me just give you a quick background of Reuven, and then you can fill in the blanks if I miss anything. So here's what I know about Reuven. He created MoveSnap, which is really just a great company that helps anyone who is moving to organize and get all the moving tasks done seamlessly. Prior to founding MoveSnap, Reuven spent over 15 years helping Fortune 500 companies really help solve the selfish problems that their customers have by consulting and really building more back-end systems to make that client experience world class. I really think that finding your niche is about trying to solve the selfish problem that your perfect or ideal customer has. And I think it's all about answering that question: “What's keeping your customer awake at night? What's their biggest problem? What's their biggest fear? And how can you provide a unique solution to solve that selfish need?” And when you provide that solution, it's really adding value to all parts of your business – but more importantly – the perceived value of your customer. So I know with MoveSnap, Reuven, (you can fill in after this) it was really created to solve that selfish problem of people who have decided to move by creating that concierge service that helps them anywhere from getting their utilities (their phone, Internet, cable) to a whole bunch of things. So welcome, Reuven. I'll let you talk now. Let me just ask you, how did you discover this niche? And how did you grow your business so rapidly by solving those problems?Reuven: Sure, Glenn. Again, thank you for the kind introduction. I found the niche essentially through my own personal experience, much like a lot of people do. A couple of years ago, my wife and I actually bought our dream home, and we were super stoked and excited. I remember signing the deal. We were in a multiple-offer situation and so on, so it was a little bit of a gruelling process, but then you get that sense of relief. I remember celebrating – “Hey! We're finally getting out of the old house and into something that we really wanted and admired!” Now, as soon as we woke up the next day, we sort of looked at each other and said, “Oh my God. We have so many things we've got to get done.” And our closing was fairly short. I think it was about 45 days as part of their conditions. The next few weeks that ensued were extremely chaotic in arranging movers and getting stuff done with the lawyers, and so on. And of course, we were both working, we've got young kids, and life still needs to go on. But I remember going through this chaotic period of just stress. I'd literally wake up at 3a.m. thinking of all the things I need to get done that day, in addition to all the other obligations. A few weeks after we moved, I remember being in a meeting at work, and my phone rang, and it was my wife. I put it on hold, initially, and it rang again, and I'm thinking there's some sort of emergency going on. I walked out of the room, and she's on the other line. She's literally distressed. She's been pulled over by the police and given a ticket for failing to update her vehicle registration. Or, I should say, me failing to update her vehicle registration (because she still won't let me live it down). And it was absurd – a $300 fine and so on. And I realized how many things we really forgot. We've moved before, and we thought, “We've got this.” We knew what we were doing. It's stressful, so we followed a checklist. So again, speaking of that selfish need, Glenn, we really didn't find anything out there outside of dozens and dozens of generic checklists. And the one moment that really struck me is that nobody was really around to help. There was nobody that we could call even to find out what we missed and what we should be doing. We just ended up in this chaotic situation. The light bulb goes off and says, “Well how come there's nothing out there?” There's literally 17 million households across North America that relocate each and every year, so once the pieces come together, there's a huge opportunity here to really solve a real problem that people are having.Glenn: It's so true. In my 28 years of selling real estate, I've really noticed that it starts at the 30 days before closing. There's some stress. And then you get to 20, and it's increasing, 15, increasing, and the last 10 days before closing are just the most stressful time for our clients, or for you, as the buyer, about to move into this big home. And I often find it's really interesting that agents will hand the client a checklist or email them a checklist, and say, “Oh, by the way, here's your moving checklist. Just go through it.” I think maybe that was okay 10 or 15 or 20 years ago, but everyone is so busy, so preoccupied. As you said, you've got young kids. You and your wife are working. It's just the most stressful time. And I really believe that how an agent shows up with that customer over the last 10 days of closing is the difference between that customer having an “okay” experience, and that customer becoming a raving fan of your business. I know what we used to do would be to call our clients every day for the last 10 days with just one simple question: “How can I help you?” And sometimes, it was like, “Oh my God. Can you do this?” And other times, it was, “No, I think we're okay,” but I think the whole idea is just to keep that whole level of fear down so they're not in panic. Keep it down and calm it, almost. Or as my daughter says, “Dad, calm your farm.” I still don't know what that means, but it means something. And that's what I love with what you've done – how you've just found that one big problem in the marketplace and decided to solve it in such a great way. I'm sure you'll tell me more about it, but for agents who are listening right now: don't forget these pieces. The whole part about creating a niche market is, first of all, go and find a problem that someone has that no one else recognizes. Go and see how deep that market is, which is exactly what you did. Then create a technology or some unique process to get those people into your web – but more importantly, create the unique experience so that they just start sending all of their friends and family members to your amazing experience.Reuven: Yeah. I would fully agree with that statement, Glenn. I come from a background of working with some of the largest brands in the world. We're talking companies like Under Armour, Apple and Starbucks, and so on. Obviously those are household names, right? When you think about coffee, for example, people automatically associate with Starbucks. And you've got to think to yourself, “There are so many brands. Coffee is a commodity. Why is Starbucks this giant that's really dominating and winning the game?” And not only are they winning the game, but if you think about Starbucks, it has something close to a million people Instagramming their latte every day, and sharing it with millions of others, which is, again, that word of mouth influence. And that influence only comes through serving a really great experience. When we say a really great experience, it's not only, “Hey, we got the job done. We sold the home,” or “We served a cup of coffee” (whatever you may do in your niche) – it's really that experience that goes over the top. And when you go over the top, if you've ever had a great experience with a brand or a person that you've told other friends and family about, you told them completely without incentives, right? “Hey, guess what? I went to this restaurant, and it was just absolutely phenomenal. You'll never guess what they did.” It's always those little things, Glenn, as you mentioned – that little check-in with the client on how things are going, showing up on their move day with some sort of food and drink. That creates that memorable experience and gets people talking, because we can't help but reciprocate when somebody does something, especially at a time when we're in need.Glenn: Well I think people don't always just respect what you do. I think they respect more how much you cared, and how much you actually thought about them during this process and tried to remove as many obstacles as you can so it's just easy, quick, and takes all that stress away. It's a lot of stress from when you firm up your transaction and you're happy and you're telling all your friends and family, to getting to the finish line of actually moving in.Reuven: Yeah, exactly. And it correlates to asking yourself, “What business are you in? Are you in the sales business or are you in the service business?” I think a lot of that involves what you do and the actions that you deliver, because it's always easy, (and maybe sometimes intuitive) to go for where the money is and where the opportunity is. Go for the transaction, move on to the next one, and so on. But obviously, folks that are working well and are investing in their niche and something that they do and something that they're passionate about, go over and above. And when they do go over and above, it turns that one deal today into three deals tomorrow, and just multiplies. It's that multiplier effect.Glenn: For sure. I think there was an article I read last week, and it said something like, most of the great real estate agents, you've probably never, ever heard of. And if you look at our industry, there are two camps. You have the short-term money agent, and then you have the long-term agent who's committed to building a long-term business with their clients. It's almost like the difference between a cab and a limo, right? A cab is built for you to have a short-term experience, and it's not going to be nice. It's all the same. No one ever refers a cab driver, right? But Uber has filled in that gap pretty well. A limo driver has a business card. And it's the same drive to the airport. It's just maybe a slightly different experience, and you can charge a whole lot more for it, just by the little things that you talked about earlier – just by adding those little things that you thought ahead to make the experience perfect for the customer.Reuven: Right. Absolutely. Think about the multitude of success of Disney. Anybody that's ever been to a Disney theme park or engaged with Disney in any of their multiple businesses, vacation properties, and so on, knows that Disney stands for a very particular, curated type of experience. And when they're at a Disney park, people don't mind paying $15 or $20 for a meal. They know that it's higher priced, but the level of service and the attention to the detail is what brings people in time and time again, and sharing that experience with others. “You wouldn't believe what a great experience we had at Disney!” or on a Disney cruise, and so on. So there's a lot of proof in the pudding in terms of real return on investment when you start thinking about your business long-term, and thinking about, “What is the value that I'm providing to my clients?” And in fact, there's lots of research that even says – and I know personally I fall into this bucket – people will pay more for great service.Glenn: Yeah. Well I think you win this game when not only do you have a great product, but you have great service. I think we've all been through the experience of being at a restaurant where the meal was great, but the service was terrible. And you're like, “Oh my God. I can't believe it,” because it's just ruined your night. Now you're worried. You're stressed. Or the service is great, but the meal was terrible. And it's always what they do when that problem occurs, that's really how you feel. During university, I was a waiter at The Keg restaurants, and they really taught me that whole idea of: over-fix every possible problem with the customer. And they still do it today. I go to The Keg and eat a lot, because I just know that the food's going to be fine and the service will be really great. And I know that as soon as we had any type of glitch, we would go right to the manager. The customer might have just complained quietly about it, and then the manager would come over and over-fix it. “You know what? Let me buy your bottle of wine. Here's some dessert. We're really, really sorry.” And that's why they just continue to be successful. And they're not the cheapest restaurant out there.Reuven: Right. Absolutely. And in fact, I just experienced that very Keg experience this past weekend. One of the folks that I was with actually asked the waitress about their specific training program, so it is really interesting to hear just how many weeks and months go into making sure that that experience is flawless. And stuff's going to happen. If you're in the restaurant business, if you're in real estate – something's bound to happen. There are a lot of complexities in what we do. But you're absolutely right, Glenn. When things go sideways, how do you react? Are you there to rectify it and make it right?Glenn: Right. So what are some of the stress points that you've noticed? What have you done to go, “Oh, there's a stress point, and here's your solution?” I think for the people listening right now, it's really about anticipating that there's going to be a whole bunch of little mini problems – and they're not going to kill the deal, but they're totally going to change the experience. I love MoveSnap, so just tell me a little bit about how you've solved each touch point from, say 45 days out, right up until closing. And then I know you guys even do it afterwards, and what I love about it is the agent doesn't have to think about this. It's not the agent's Unique Ability. Their Unique Ability was finding a house, selling a house, negotiating the offer, removing the conditions, and shepherding it through closing. But they're not always the best people at dropping by and dropping off the pizza, or just calling everyone the last 10 days before closing.Reuven: Right. It's a really great question, Glenn. What we did, in the first and foremost process, before we ever even wrote a single line of code, was literally go out and interview about 150 individuals that had recently gone through a move. And these weren't five-minute conversations. Some of them were an hour and a half long of just getting those individuals to talk about those stress points that they had. What we learned from that is there are all sorts of different situations, and when you're buying or selling a home, it usually goes with something else: you're getting a new job, you're getting married, you're downsizing, you're a first-time buyer and you're excited to move into your first property. And with that, every move is actually pretty unique, because you've got different people at different levels of experience. Some have done it 15 times over the last decade, and some have never left their parents' home. So through all those interviews, we actually learn about all the various scenarios. Where did people encounter those friction points? And then we started putting it together in terms of a flow to fix those very problems. Now, we're still learning. We're a little bit over a year in, and we're still learning from and encountering different situations every day. And the nice thing about talking to the clients (the homebuyers and sellers), and of course, talking to agents all the time, is learning what would benefit their business. We get tons of feedback through this ongoing dialogue, and then we very quickly rationalize, “Okay, here's a recurring theme,” and we build it right into the software. I think that's what's made us successful in terms of the real estate community, because a lot of the agents that we partnered up with early on knew, “These guys are new to the market. Do I really take a chance and put my reputation on the line?” And those who did, realized that as soon as there was any piece of feedback or glitch and they phoned us or emailed us or texted us, they knew that within a couple hours, it'd be fixed, it'd be rectified, and that we learned from it so that next time, the experience is even better. I think that's been the key, or the “secret sauce” to really iterating (much like we do with business): to learn and also react and respond.Glenn: Yeah, and I love that, because so many agents plan their marketing from their point of view, instead of from the customer's point of view, or from the person who's actually writing the cheque. And I love how you actually went out to the people who would write the cheque. To the agents, it's almost like if we went back to all of our 150 past clients and said, “Okay, just tell me every step of the transaction, where did we exceed? Where was a glitch?” And then I love how you planned your whole operating directly from reverse engineering it back, so that you could just get rid of most of the glitches and make it so easy for all of those people that you serve.Reuven: Right. And that's key, because a lot of people are almost afraid to ask for feedback. There's a certain, almost, survey-phobia, to say, “Yeah, you know what? Maybe if this one didn't go wrong.” And sometimes, the truth is hard to hear, especially if you feel that you didn't do well. But I find, if you're committed to continuous improvement, how else would you improve, other than getting candid feedback from somebody that voted for you with their wallets, and entrusted you to help them go through the largest transaction (the largest purchase or sale, in terms of the assets they own?). There's nothing wrong with having a candid discussion to say, “Look, what did I do well? Where did I fall short? And what should I be doing next time?” And I think most people hesitate. But from a client perspective, I haven't seen a lot of people that really mind providing that type of feedback, and saying, “Look, Glenn, I think you did really well on A, B, and C, but D could have been a little bit better.” And once you hear that, and you're willing to incorporate that into your business, I think you're definitely on the right path of iterating and finding what works, and what works for you, specifically.Glenn: So what were some of the other challenges you noticed, or what are some of the flare-up touch points? Just walk me through your process almost from 30 days to closing onwards or 45 days, so people can really understand how well you guys have done this and figured out every single step. What are some of the major headaches you found out?Reuven: Sure. The headaches kind of depend on different situations, but there are commonalities that we find. Again, because relocation or the closing process in general is so fragmented, there are so many different parties that you have to deal with. The number one thing that we find is one of the most popular friction points is really the whole aspect of connecting/disconnecting utilities. That's when you don't know necessarily, “Who is my current utility?” A lot of people actually are not aware. They've been paying the bills, but they're not sure. And even if you're moving down the street, sometimes you'll get a new provider. And then what's the process? A lot of it is fairly vague. So, for example, we've automated that. We identified, based on the buyer's or seller's address, “Here's your current utility. There's your next utility.” And literally within a couple clicks and about 10 minutes of effort, that entire process becomes seamless. It's literally: A, B, C. You're done. Move on to the next one. No need to call. No need to spend a couple hours on hold only to realize you've been transferred to the wrong department. I think we've all been there with some organizations we deal with. So utilities is one. The other thing, Glenn, is the average household, we find, has to notify about 15-20 different businesses that they deal with of their address change. There's a big misconception out there that people go and pay a forwarding fee, and mail forwarding is kind of this magic pill, and all the mail will automatically get redirected. Well, mail forwarding eventually expires, and then what happens is, that credit card that you never really remember that you had, or that driver's license renewal form ends up in some stranger's mailbox. And then you end up in these very unpleasant situations where the collection agency starts calling. We've seen folks, for example, that failed to notify immigration, and there are some very serious legal implications there. And it's not for ignorance – it's just that people don't know what they don't know. There's a lot going on, as you mentioned, in those last 30 days, and if there's one thing that falls through the cracks, it can end up costing a lot of stress and a lot of frustration. It triggers that whole thing that I'm sure many folks in the industry have heard from clients. They'll say, “You know what, Glenn? I'm never moving again.” And if you're in the business of helping people essentially make a move, that's never a great thing to hear.Glenn: That's right. We're like, “No, no. That must be a mistake.”Reuven: Yes.Glenn: Okay, and what are some of the other stresses as we get closer to the closing date – the last couple of days, or the other processes you've got?Reuven: Yeah. So the last couple days are probably the pinnacle, right? That's when you really start thinking, “Well, what did I miss?” Hopefully you've got your movers booked, you've got everything packed and prepared for the move. We make sure that we send a lot of tips in advance, like pack your moving day bag – something as simple as that. Stick in your cell phone chargers, a couple Nutri-Grain bars, a bottle of water, a pair of scissors for when you get to your new home. Those are some very common sense tips, but a lot of people just forget. You've got your entire life in boxes, and as you go through the day (typically it takes hours to pack and load everything up), you're famished, your cell phone ran out of batteries, the movers don't show. So we find we're always advising people to really prepare themselves, and just really take the time and plan out the day itself. Then it goes a lot smoother for them, and they can settle into their home faster.Glenn: Right. Well Reuven, I've got to thank you so much for joining me on this, because I think you've just shone the light for a lot of realtors right now on how it's the small things that matter. And if you're really going to build a great niche market, typically in a niche market, they're paying you a lot more. They're like your perfect clients. Perfect fit. They're willing to pay you for the perceived value of your services. And I think for all of the agents who can create this type of concierge service, it just makes the last part of The McQueenie Method, which is creating that unique experience, which I think is the most important factor. People love to tell stories about great things that happen, but they tell way more people when bad things happen. I think the more that we can just get rid of all the bad stuff and create these winning-formula experiences for people, the better. And I love how you went right into that niche, saw where the problem was, surveyed the clients, and then created this amazing solution through your technology at MoveSnap, that it solved that problem. And I think you really role-modelled the behaviour for people who want to get into those niche markets on, “What are my steps?” And it's like, “Well, go find the gap in the market, and then go and create a unique solution for your tribe to follow.”Reuven: Yeah, exactly. And a lot of people listening may be thinking, “Well where do I get started?” And I think, Glenn, the only thing to leave your listeners with is: you're going to get nuggets once you talk to people in your niche. I think you've mentioned that in previous episodes of the podcast. Get out there and chat with people, and those problems will very quickly surface. And once the juices start running in terms of what that creative solution can be, you will solve that problem and you'll be the very best at your niche, in terms of delivering a solution to that specific tribe.Glenn: Yeah. Oh, that's amazing. Well thank you, Reuven. Thank you so much for joining me today. I really appreciate your time on this call.Reuven: My pleasure. Thank you for having me.

Glenn chats with Jaime Wagg about management, empire building, and the importance of both great employees and becoming a great leader.

Glenn talks to Nickey about her journey from self-made real estate investor to entrepreneur

From chef to fixer to flipper to real estate agent to author, Ian Szabo's incredible journey has centered on moving from generalizing to specializing.

Glenn forgoes guests this week to talk about how finding a niche can prove more profitable that referral business.

Glenn and Joanne talk about how seniors can sell their homes now, but continue to live in them until they want to move... with the sales lease-back

Glenn: Good afternoon. It's Glenn McQueenie, and this is the 25-Minute Podcast where we interview people and try to find out what their niche market of real estate is, and then help them develop a great system to get perfect-fit clients on a steady stream, so they really just love the business today. And today, I'm pretty excited, because we have Joanne Spruce from Century 21 in beautiful Vernon, B.C. How are you, Joanne? Joanne: I'm great! The sun's shining and it's a lovely day here. Thank you! Glenn: Great! Well thank you so much for taking time to join me on the call today. So why don't you just tell the listeners a little bit about how you ended up in Vernon, B.C. and what your business looks like today? Joanne: I ended up in Vernon after selling real estate on the lower mainland in Vancouver for over 30 years, all over the place from Whistler to Hope to White Rock. And my son inadvertently ended up as a property manager. And I told him, I said, “You've got to open up a real estate company or go work for one. Otherwise you're going to get your knuckles rapped.” And so he said, “Well look, Mom. You've got your brokerage. Come on up and we'll open up a company.” So we did. And one thing I know for sure is I have huge respect for all of the managers out there who own their own companies, because you have to have tremendously deep pockets to own a brokerage. And, of course, my son didn't; he was doing it on a shoestring. So eventually he had to close it down. And now I'm in Vernon, and I thought, “Well, okay. May as well sell real estate in Vernon.” And that's what I've been attempting to do ever since. Now I work for a tremendous company, Century 21, but the thing that makes it tremendous is our manager. He's innovative, he looks to the future, and he's always coming up with ideas to further his salespeople. And it's worked so far, but now everybody's copying us, so we've got some other big thing going on. Glenn: Well that's good! It's good when you're with a great company and you've got a great leadership team there, right? Because this is a tough business. Joanne: It is. And I think it's harder to make a dint in a small town where everybody knows everybody. I ran into that one time before in Abbotsford when I was selling there, briefly. So I'm kind of like a fish flopping on the dock. I don't know what to do to really start attracting people to come to my website, to my blogging, and to my Twitter. I have great Twitter going on. I don't seem to be getting anywhere; I'm just spinning my wheels. And I listen to some of your podcasts, and the thing that I picked up from each and every one of them was: follow your passion. Expand your passion, and then people will start coming to you because they feel the same. So I'm at the point now where I'm trying to figure out what my passion is after all these years in real estate. I still don't know what it is. Glenn: Well that's great. I'm happy to have you. So let's spend some time figuring that out. Because the challenge (and one of the reasons I did my book), was because I was seeing that there were so many agents out there, and a lot of them are honestly flopping like a fish. They're not sure what they're supposed to be doing because they're so busy trying to be everything to everybody, copying the latest trends – “Oh, someone told me to do this. Oh, I went to this seminar. They told me to do this” – instead of just being themselves. At the end of the day, just be you, Joanne. Everyone else is taken. And the whole idea is, you just bring you and your natural strengths to a group of people who you like, trust and respect, and who like, trust, and respect you, and who you're genuinely interested in and they're interested in you. And the more nichey you get – it's so counterintuitive for most people – but the more you narrow your market, the bigger your market becomes. And I'm not asking you to blow up your business right now. I'm just saying, maybe 20% of the time now. Let's come up with a game plan and figure out what your target market is, and then we'll give you the whole, “Okay. Here's the way we should approach it and then here's the 12-month blueprint.” And we'll be off this call in about 16 minutes. So, are you ready to go? Joanne: Sure! Glenn: Okay, good! Okay, so if you had to paint a picture to me of who your perfect client is, or your five best clients, what are some of the things you like? What were your five favourite transactions? Or what part of the market do you love to work in? If you could work in that area or with those type of people – if you can, just describe them to the people listening right now. Joanne: Well, I have to go back to my days of selling real estate in White Rock. And that's a small town where everybody knows everybody, but it's a little bit different in that the average income was higher than the average income, say, for all of British Columbia. And I'm not being snobby about this and saying, “Oh, well I only want to deal with rich people.” I don't mean that at all. But I found that the more businesslike they were, the better I got along with them. I like selling to people who are very definite about their likes and dislikes, and I found that I got along great with the clientele down there. Not a problem. I don't know why. Maybe it's because I'd been in business for so long, but I understood them, and I found them very, very easy to deal with. And of course, it's nice when you're always showing gorgeous homes, especially homes with an ocean view. But it wasn't just that. It could be anything – any type of real estate. I just seemed to speak their language, and they spoke my language. So that would be my favourite client: someone who's in business for themselves. Glenn: Right. So your niche is more like a demographic than geographic. It's more like, “I love working with businesspeople who make decisions quickly, and who appreciate my help. I get along with them. They respect me, because I make decisions quickly.” Is that your ideal client? Joanne: Yeah. You've pretty well hit the nail on the head. And I also found (now it's been a few years since I actually sold real estate in White Rock, because I got involved in the rental end of things for a couple years with my son, but maybe things have changed now), but I just found that they could not be bothered FSBOing their own home. They thought that as being absolutely stupid. And that was another thing I liked about them. Glenn: That's right. Well, what's interesting is when you earn above average hourly pay (which most businesspeople do, if they're running good businesses), they're very used to paying for professional services, right? They have a bunch of lawyers, or a lawyer (corporate lawyer) and they're billing at a pretty high rate, which is probably anywhere from $300-$1000 an hour. They're dealing with an accountant that's a professional service. They're dealing with bookkeepers, and because of that, there is no hesitation for them to pay for professional services, because they're already trained to pay for what someone's worth. And if you compare that to someone who is more blue-collar income, where they're making $10 or $15 or $20 an hour (whatever that number is), they have a lot more time on their hands. And so, what they'll tend to do is FSBO a lot more, because when they look at the amount of commission we make on a house, to them, that reflects hundreds of hours of their time. So it's only normal for them to go and try to do it. And I don't think we help things sometimes, as agents, when we show up in fancy cars. Dealing with that type of clientele, it's not the best. So if you just bring you, which is, like working with businesspeople, to businesspeople who are willing to pay for professional services, value what you add to the transaction, and are grateful for what you do, you could just build your whole business only dealing with businesspeople in Vernon, B.C. Joanne: Yeah. You're absolutely right. There's another little glitch up here. Nowhere else in Canada do they have this situation. We have three discount brokerages, and this is constantly being thrown in our faces, as a full-service realtor. However, our manager, brilliant as he is, showed me how to run the average house price when they sell it, compared to the average house price when a full-service agency sells it like Re/Max, Century 21, Sutton, or Royal LePage. And, on the average here in Vernon, it's around $30,000 different. We (the full-service agency) will get the client $30,000 more than if you were selling it through one of the discount brokerages. Glenn: That's right. Well, that's the beautiful thing, right? The great thing about businesspeople is they don't hire the cheapest lawyer and they don't hire the cheapest accountant because they see the value in expert advice. And there's a market for discount brokers, and good for them. I mean, we should have options for the consumer. But that's not your target, right? Because their target market is a commodity: cheapest service. There's always going to be a cheaper discount broker, and they attract people who use them and lose them as quickly as possible, because someone will always be cheaper. So I'd rather just say, “Okay, good. That's your market. You take it. We don't want it. There's no profit. There's no margin in it, anyway. We can't stay in business long term. So, you just keep your market. Best of luck to you.” And then you just say, “Okay, I'm going to live in: who is mine?” And what you're going to discover through this process, Joanne, is you're actually in a mindset-attracting business. That's really what we're in in real estate. We're trying to attract the values and characteristics of the clients who you most want to do business with. Does that make sense? Joanne: Yeah! I absolutely agree. Glenn: Yeah. So I don't want to attract into my world someone who does not want to pay for professional services. It's happened to all of us, the moment we drop our standard and drop our fear – a lot of times, the person who asks for the discount is usually going to be your hardest transaction from beginning to end. Joanne: Absolutely. Glenn: And the client who values it (I mean, they'll still negotiate and that's fine), but the person who values you the most, who responds to you quickly, who makes decisions quickly, who is grateful for what you contribute to the transaction, who says “Thank you,” and who is gracious – they're the people that you would die for. Joanne: Absolutely. I agree 100%. Yeah. Glenn: Right. And so, the whole game is, how do we attract the optimum mindsets of the people who are most likely to consume your services? So, we're not going to have a whole lot of time on this call, because we try to keep them short enough for everyone to listen and digest (I knew if this was a three-hour call, most people would just fall asleep), but the question you have to ask yourself is, looking back at your five favourite transactions, “What were the mindsets of the people who you liked the best?” Maybe pick three or four of them right now. What did you like most about those people? So one you said was they make decisions quickly. Joanne: Oh yeah. They make decisions quickly. They know what they want. They're not all over the place. And when they find a residence that they like, I could just tell when I walked through the front door with them, that they were going to buy it, because I knew it was perfect for them, and I just had this feeling. And sure enough, I was always right. They always bought that particular place because they described to me exactly what they wanted, and so I went out and I found it for them. The other thing I liked about them (and this is kind of a personal thing), was that they didn't want Open Houses. No Open Houses, because they didn't want people looking at their security systems, and they wanted Sunday with their families anyway. And if we were going to go look at houses, it was usually during the daytime, because they could get up from their desk and tell their secretary, “I'll be back in a little while.” It wasn't one of those things where they have to clock in a clock out. So, very little evening work, and no Sundays, which I thought was great. Glenn: Right. So isn't it interesting that you don't really like to work evenings or Sundays, and so what you attract into your business is the same people? Joanne: Yeah. Glenn: That's the game. The game is just bring you and your natural strengths to a target market of people who are just like you, and then deliver a world-class experience to them so that they tell everyone they know how great Joanne is and why they should all do business with you. And you figure out that secret recipe. “I'm in the mindset-attracting business. And then I've got to deliver world-class service, and then I'll have a line-up of people.” And it doesn't matter if I'm new to Vernon or not new to Vernon. People will chase value. Joanne: Yeah, that's true. Glenn: Right. So, where are those businesspeople right now? Where are they in Vernon? I'm trusting you have businesspeople in Vernon. Joanne: Oh yeah, we do. We have quite a few. There's a new social media thing out locally here in Vernon called Alignable, and it's geographic. Have you heard of it? Glenn: No. Joanne: It's a new thing out, and it's like Facebook and all the rest of them, only it's a geographically-enclosed area, which is all downtown. And that's one way of getting to know businesspeople here. So I signed up for it, and I'm busy doing my profile and picture and all that business, actually, this week. Glenn: So yeah, get in there. And where do they meet? Do they meet at a Chamber of Commerce? Is there a Chamber of Commerce you could join so you could get to meet these people? Where do they golf? What do they do when they're not working? It's just a social circle – and you know this – that you just have to somehow penetrate, because it's hard for them to do business with you when, at that level, it's all referral-based business. Joanne: Oh yeah. Well, I don't golf, but there are a lot of golf courses here. Probably they're all out in their boats in the summertime. What can I say? The Chamber of Commerce here actually meets in our boardroom. Glenn: Perfect. Well I would join it. And I would start trying to think of, “How can I come from contribution and help that community and help those businesspeople and add value to them,” before you ever expect them to do anything for you? Joanne: Yeah. Glenn: And one way you could do it is find a great book and have an executive book club. There are so many. You've got to create your world and get in that group. That's one way. The second is: how do you get more of the type of homes and listings that we think those businesspeople will buy in Vernon? How do you get into that world where they actually have to come through the door to meet you? Joanne: That's a good question, and that's something I've been rolling around in my head for the longest time. Glenn: Right. Could you create a Facebook page called “Vernon's Top 10 Best Homes for Sale?” Joanne: I probably could, if it isn't already done. I don't think it is. “Vernon's Top 10 Best Homes.” That's an idea. Glenn: Right. And could you go and videotape those 10 homes and put them on your Facebook page and say, “Here's my pick of the week” (if you can get the permission from the other agent, obviously – all the bureaucratic crap that we have to go through). If you can do your pick of the week, you can start building an audience of people who will start coming to you because you're seen as a value creator. Joanne: Yeah. Okay. That sounds really good. Glenn: Right. Could you create “The Top 10 Secret Homes in Vernon, B.C.” that are for sale, but nobody knows about? Because a lot of people, especially the wealthier they get, the more secretive people get. A lot of them don't want people traipsing through their home. They don't want to do this. Could you almost create what we call the “Secret MLS” (the private MLS), where you could find some people who are looking for those executive homes and send a flyer out to those areas and say, “Listen, I'm working with the buyers who are looking to buy your home. I'm very discreet. No one else will know about it. If it's a match, it's a match; if not, it's not.” And then you could start building a contact where you become the resource for them, right? Joanne: Oh, I see. Yeah, okay. So you're not suggesting that I go out and list them, just that I go out and talk to the people and do the old hook: “If I can bring somebody who will give you what you want and pay you what you want, would you deal with me?” That sort of thing? Glenn: Yeah. And just say, “I'm going to start the Secret MLS of Vernon, B.C. right now,” because there are homes that sell in Vernon, B.C. already that don't hit MLS, right? People know it just happens, right? One neighbour buying another's house. “I'm selling to my son.” It already happened. But imagine positioning yourself, like, “What do I need to do first of all to attract buyers to Vernon, B.C.?” And that's the Top 10 Best Homes in Vernon, B.C. So now you start getting your buyers in, and they're going to start coming on your page and commenting. And then you're going to start saying to them, “Well what are you looking for?” So now we've got the buyers coming in. Now you start marketing out to the sellers and saying, “Listen, I've got nine out-of-town buyers right now who are going to be moving to Vernon, B.C. I'd love to show your house. I don't know if you want to sell or not, but if you want to miss the muss and the fuss of putting your house on MLS, I'm happy to, on a very discreet basis, show them your home.” And then from there, you might get people going, “I'm thinking about maybe selling,” because that's when they put their hand up (the seller puts their hand up). They go, “I'm thinking about maybe doing it. I'm not sure.” And then you market back through your Facebook page. You go, “Have you heard about the hidden MLS in Vernon, B.C.? I have eight sellers of beautiful homes who don't want to put their house on MLS, and if you're interested in buying them just give me a call.” And now you start creating this private MLS system, and it just becomes so much fun. Joanne: Yeah! The one question I have is how do you protect yourself? How do you protect your commission? How do you make sure that the owner doesn't start dealing with it on his own? Glenn: Well, you can live that way, or you can just come from contribution. Will people go around you? Yes, of course they might. There are ways. I don't know what the B.C. rules are, so I'm sure you've got different forms, like an agreement to pay commission for a non-listed property. There are different ways you can do it. My mindset on this would be, “I'm trying to create a tribe of 100 best friends, and I'm the connector to those best friends.” And I'm going to talk to those sellers and I'm going to say, “Here's the deal, and here's what I'm going to do,” and you can protect yourself from the buyer agents. I hate the bureaucratic side of real estate; it's just for bureaucrats. I'm on the marketing side, and I'd just show up in excellence, come from contribution, show those homes, and build your network. And the more you keep giving to those business leaders in Vernon, the more they'll give back to you constantly. Joanne: Oh, I see. Okay. It sounds like fun! Glenn: It is going to be fun! No, it's great. So listen, Joanne, our time is up here because we have to keep it right within the time, but I just really wanted to say thank you so much and I really look forward to seeing what's going to happen there. It's really exciting! Joanne: Well thank you very much, Glenn. Stay in touch. Glenn: Okay. Have a great day, Joanne. Bye!

Glenn talks to David Johanns about finding and working with people of the same mindset... plus, he gets a song!

This week things get CRAZY as Glenn McQueenie is interviewed by the incomparable Kenneth Yim

Glenn talks to Jason about how niches and how agents have to stop thinking they need to be 'good at everything'

Glenn talks to Catherine about how to attract more of her 'dream clients' to grow her business... AND make it more fun!

Glenn chats with April about discovering her niche and how hiring an assistant isn't necessarily an expense, but a way to free time to generate more revenue.

Glenn helps Linda explore her strengths in order to determine a niche that makes sense for her.

Glenn coaches Carol on getting over her phone-phobia and staying in touch to build repeat and referral business

Glenn talks to Dan about the dangers of thinking of clients as just a commission or a number.

Glenn talks to Vivien about how she build her business in a specific luxury niche.

Glenn talks to Julie Kinner about the power of implementing and using proven systems and models

Glenn talks to Candice Frigault-Schott about the power of repeat and referral business and how to create and keep it going.

ntro: Hi! This is Glenn McQueenie, and welcome to 20 Minutes of Insider Secrets of Successful Niches. This is where you learn the insider secrets to dominate your target market. You'll learn to work with high-margin, super-happy clients, and build a tribe of loyal, raving fans for your business. So excited to have you join me today, so sit back and enjoy 20 Minutes of Insider Secrets of Successful Niches. Glenn: Well hello and thank you so much for listening to my Success Series. I'm Glenn McQueenie, and I'm very excited to have a real special guest today, Tuan Tran. How are you doing, Tuan? Tuan: I'm doing fantastic, Glenn. Thanks for asking. Glenn: Great. And thank you so much for taking time to join me on this call. Tuan really started off working on a team and slowly moved out on his own, and then discovered this really cool niche of investment properties. And what he's learned is that the more that he focuses just in that one area, not only for himself, because he's buying investment properties, but now bringing that passion to other people to help them build their wealth, that it's really becoming this really big business for him, because his average sale price has probably tripled. The margin he makes on investment properties are really, really big. There's a much bigger commission on a $2 million sale than a $300,000 condo sale. And through that, he's been able to double or even triple his income over the last year or two. So welcome, Tuan. And I'll pass it over to you. Why don't you just tell our audience a little bit about yourself and just your journey into building a really cool, nichey, wealth-building business? Tuan: Well, absolutely, Glenn. Thank you for inviting me. It's always an honour talking to you and being invited. So as you said, I started off on a team, and I learned a lot through that. I had some great mentors. I think the biggest turning point in my journey was once I discovered working with investors. And it's kind of funny. I always loved investment properties personally, and just resisted it, to be honest with you. I just worked with a traditional buyer of a home, and by working with investors, as you said, it allowed me to really bring out the best in me. I was able to be a little bit more genuine in how I presented myself, because I really did have a passion for that. And it allowed me to get into different markets, high-volume markets, (some of the commercial deals that we were doing), that just made making money so much easier. When you're dealing with a $2 million or a $5 million, or even this year, a potential $20 million deal that we're doing, and it takes the same amount of time as when you're working with a $500,000, or even less than a $500,000 purchaser or seller, that really was a great breakthrough for me in my career. Glenn: Well, you know, it's fantastic, Tuan. And I love what you said there, and also what you're doing, which is, you're bringing the real Tuan and your natural strengths, just to a market of people, because you're really passionate about, not only what it's done in your life, but helping those people. So you kind of get the double whammy of not only it's another sale, but it's like you're watching these people get out of debt, build wealth, build equity in their business. And I'm sure the feedback you get from them is, you're changing lives, right? The feedback just must be tremendous. Tuan: Well, it's kind of funny, especially in the investment world. The feedback you get, initially, you get obviously the instant gratification that they bought a home or bought an investment property to build wealth. But they don't know the journey they've gone on. I think the real impact for me, and the feedback I've been getting, is when they come back for the second, and third, and fourth, and some of my guys right now, five and six properties in such a short amount of time, and the impact they've had in my life, and the joy that they brought me. And the impact that I've made on their life, in really just changing the course of their financial life that really helps them in the course of their everyday life. Glenn: Yeah. You're really becoming the difference-maker in their lives, right? This isn't just, “Oh, my real estate agent.” This is, “This is Tuan. And I was so nervous about buying my first property, but it was such a great experience, and now I've been able to buy 3, 4, 5, and 6, and maybe I can now start quitting my job that I hate” and just really stay in their passion, too. Tuan: Well it's kind of funny, because you really do change their destiny. You open so many options for them, and just talking about wealth building with my clients has given me a new purpose. It's funny. When you first get into real estate, it's about you, I almost find. You want to help your clients, but it's about you learning the market, you trying to do the best you can for your clients. And now that I'm a little bit more seasoned in this industry and I know what I'm talking about at a high level, I can really make it about them. And it's given me a different purpose. Rather than, “Hey listen. This is a great house for you to live in” it's, “This new property can be a stepping stone into a whole new future that you didn't even think about.” So it opens up so many more possibilities. Whether this next property is going to be funding your child's college career, or it's going to be funding your vacation every year, whether big or small, or just funding the rest of your life. It really does give them a different perspective. Glenn: So why do you think that a lot of the traditional teaching in our real estate industry is still focused on, “Okay. Wake up. Go and do two hours of lead-generation into your cold calling or prospecting,” instead of focusing your lead-generation on people you want to work with? Why do you think that's so persuasive in our business? Tuan: Well I think it's because right now in our business, it's like school. You don't know what you don't know. So I still think that there are applications for that, and it's up to the individual to create that basis and use that for their own benefit. So it's still a contact sport. It's still a contact game. But now I contact the people that I want to contact. And as you've taught before, I get to talk specifically and have specific conversations and have high value and high knowledge about those conversations. I think the reason they talk about cold calling and door-knocking is because when you first come into the industry, you don't know what you don't know, right? And I guess the one thing that I wish I did do coming into the industry, is actually specialize in a niche market, just so that when I did have a conversation, I could bring more value to that. Glenn: Instead of being the generalist and having the kind of basic information that all the other agents have, now you have the more specialist wisdom. I think your perceived value is higher from your client, too, because they're like, “This guy knows what he's talking about.” Tuan: Yeah, absolutely. There's a saying: “A turtle doesn't take a step until they stick their head out to expose their neck.” And what happens is, I think a lot of people are scared initially when they come into the industry to really give good advice, because they haven't spent that time and education into really learning their niche market. Glenn: Yeah. So true. So what would be a great first step for someone listening to this podcast? You're coaching them. What would you tell them? What would you say? Tuan: Before you just get out there and start doing stuff, (and I'm a big proponent of just taking action and doing stuff), but take a little bit more time, and not just figure out what's the easiest thing that there is out there to do, but what's something you really enjoy or have a passion for, or you think that you like? Whether you know it 100% or 25%, or whatever that number is, is just to take some time and think about what the ideal world would look like, something that you're interested in. I think taking time to think about what you're really interested in, and what possibly would make you happy, or ideally would make you happy, and then just go out there and try it out. That's probably the advice I would give to anybody just coming into this industry right now. Glenn: I love what you said there, but isn't it the same way as how we pick our friends? You pick friends because you have similar likes and interests and values. You don't try to be friends with everybody, because that's impossible, and if you just almost built your real estate business that way, like “Well what am I interested in? And how can I find other people who are interested in what I'm interested in?” And then by bringing value to them, almost create your own tribe of people. Because I know now, with you, like you're not out there cold calling and prospecting to find people who want to buy investment properties. The opposite's actually happening. You're getting so many more referrals now from people because when they're out and they talk about their investment property, they said, “Oh, and you should give Tuan a call.” Tuan: Absolutely. You know it's kind of funny, because once you start working with a few, it's as you had talked about previously in some of the courses that we've taken about building a little bit of a tribe and being the superstar in that tribe, and then just letting your reputation precede you. Glenn: Yeah. But you enter that magical world of lead-receiving instead of lead-generating all the time. Tuan: It definitely is. And it's awesome in a sense, when you are lead-receiving, having a standard for those leads as well, being able to work with who you want to work with, and being able to just say to other people that if they don't meet your criteria, that we're just not a right fit, or not a match, and being able to refer those people out. It just brought so much more joy in my daily activities. Glenn: Right. You get to work with people you really like! Isn't that amazing? Tuan: Yeah. It's like working with friends every day. That's how I look at it. Glenn: So what were some of the roadblocks that you encountered? This wasn't always like, “Oh yeah, I just thought about my niche and boom!” It's not that easy. I mean, there are still a couple of roadblocks that will come in your way. What were some of them that you had to kind of deal with? Tuan: Well I think exactly what you said. There's so much information out there, and for me and my personality, my roadblock was I have kind of a squirrely personality. I get distracted real easy, looking at the shiny new thing. So for me, the biggest roadblock was not being focused, and building a business on what other people thought and other people's interests, rather than my own. I think that was the biggest one. One of the things I said earlier was I resisted going into investment properties, because one of the reasons was that I just thought I was doing that for myself, and I didn't know if I was bringing that much value for others and if they'd be interested in it. So I took more of a traditional approach. People want to buy homes for them to live, and I just didn't know how to add that value to them at that time. And things have definitely changed for the better now. Being a specialist, now I know how to add that value. I know how to connect the dots right now. Glenn: Yeah. And I think the consumers can tell if that particular agent knows what they're talking about. And the more knowledge you've gained and the more experience and wisdom, it just makes you more confident. So when you talk, people listen. Tuan: It definitely gives you more of a presence. That's for sure. And it makes it a lot easier to convert the people who are very serious and looking to buy or sell their investment properties right now. Glenn: So what specific actions should people listening right now take? The one that they should take right now? Tuan: I think the one for sure is, when we get in there, there's so much going on, and really taking a step back and taking more of a macro approach on building your business. Having the end goal in mind. “What would be your ideal business?” And then just kind of planning backwards. And whether you have the exact plan, or something pretty close, or something that's not even close at all – the fact is that you've taken the time to think about it, and then just take action. Do something. Take a planned action or a planned activity. I think for me, those would be the two best words of advice I could give you: number one, take some time to think about what you're really interested in, and really just take action. Whatever it is, don't be scared. Regardless of what people tell you, what they say, what you read. I think just to take action, and find a great mentor. One of the great things about being part of the Referred office was we have a lot of really great agents. And with that said, I only really listened to a couple of them – you being one of them that really resonated with me, and just trying to follow in your footsteps, and a couple of the other agents in our office like Florence and Carlo and Jamie. Glenn: Right. So I'm thinking, as I was listening to you there, if I was coaching someone right now to get into investment, like that niche of investment properties, I find knowledge is power and confidence. I would probably tell them, “If that's the niche you want to go into, why don't you go and learn all of the product first? What are all of the triplexes and fourplexes and sixplexes? Or stores with apartments in your area? Like almost do a 1-kilometer geographic search and just print out all of the sales and all of the active listings, get in your car, and drive by.” And I think if you spent some time doing that, I think you'd get a little bit more confident, because then you would really start connecting what rents are, and what values are, and why rents are different in different neighbourhoods, and why prices are so much different. Wouldn't you agree? Tuan: I would absolutely 100% agree. Actually that's exactly what I did. I took one day a week, taking a look at what was in and around the area that I was working in at the time. A lot of people think that investment property is really, really complex in Toronto. It's not. If you actually take a look at the number of listings that come out as duplexes and triplexes, there's anywhere between 30-40 in the GTA typically at any given time, give or take 10 here and there. So to know the market and to keep updated with the market is not a difficult thing when you're looking at more purpose-built properties like that. I'll take it one step further. If you're really interested in investment properties and you really want to learn it, go buy one. And if you can't afford to buy one, get associated with one. Partner up with somebody who has the ability to purchase one, or get involved with managing one, even, that maybe one of your clients owns, and take a fee for that. Just to really get an idea, get a hands-on idea of what investment properties are like. And that will give you a different perspective, more value-added, when working with clients. Glenn: Yeah. Wow. I think that's great advice. Well first of all Tuan, thank you so much for joining me on this. But is there anything else that you'd like to add? Or maybe questions I didn't ask or that you would like to share with our listeners just before we wrap up? Tuan: I think the only thing that I would add is, one of the things that I've learned is always being learning-based. I think that one of the things is that you always need to be curious; you always want to be learning-based, and always look out for the best courses. And go to the same courses two and three and four times, over and over and over again. It's like your Double Your Income. I can't tell you, when you did your beta-testing, to the current form that it's taken, how much information that I've gotten, and how much value I've gotten from each time I've gone to the course. It's like that saying: “No man ever visits the same river twice,” because it's never the same river or never the same man, or something along those lines. And I would just say continue to go to courses, and just learn about your niche as best you can. Glenn: Right. Gather the information, learn what you need, because you know, that whole hyper-local, organic information can never be Googled. And I think it's also a protection for people to maintain their value in the world. The more super-hyper local niche information you have, I'll guarantee you it will never get Googled, and you'll never lose that part of your job. But if you're trying to just stay as a generalist, and “I'll help you do this” and “I'll sell this condo” and then “I'll do that rental.” I'm seeing more and more that the public just does not see any value in the average real estate agent, but they are flocking to people with specialized niche information. And I know you're even becoming like a celebrity now, because when people are thinking about income properties, you're getting referred, and it's like, “Oh, you've got to work with Tuan. Now he doesn't work with everybody, so you better be really nice to him.” But it's just a wonderful business and platform that you've built. So congratulations, Tuan, and thank you, thank you, thank you so much for taking time to join me on this call. Tuan: Well, thank you, Glenn, for allowing me to be part of your world, and help me grow my business. Glenn: Awesome. Okay. Have a great day, Tuan! Tuan: You too. Thanks Glenn! Glenn: Thanks again. Bye! Closing: Thank you for listening to my 20-minute podcast on Insights of Successful Niches. My goal is to give you more financial freedom by helping you take your natural strengths to a target market of people you'd love to work with. You could find out more information by downloading my book for free for a limited time. The book's called “The McQueenie Method: Own Your Niche, Own Your Market” and you can download it at TheMcQueenieMethodbook.com. That's TheMcQueenieMethodbook.com. Imagine what it'd be like to spend two days with me in person to help you find your niche market. I will help you take your natural strengths and unique abilities to a target market of people you'd love to work with. You'll build a tribe of happy clients who become raving fans of your business. So, just go to TheMcQueenieMethod.com for upcoming dates. Thanks again and have a great day.

Intro: Hi! This is Glenn McQueenie, and welcome to 20 Minutes of Insider Secrets of Successful Niches. This is where you learn the insider secrets to dominate your target market. You'll learn to work with high-margin, super-happy clients, and build a tribe of loyal, raving fans for your business. So excited to have you join me today, so sit back and enjoy 20 Minutes of Insider Secrets of Successful Niches. Glenn: Well hello, and welcome to our Success Series. I'm just so thrilled today to have Chuck Charlton from The Charlton Advantage Real Estate Team. How are you doing, Chuck? Chuck: I'm great, Glenn. How are you? Glenn: Oh, so great. And thank you. Honestly, I know you run a very big, high-producing team. You're a busy guy, but I just really want to thank you and acknowledge you for taking some time to share some of your insights with our audience today on how you built your niche market and have now expanded it to such an amazing real estate team. So before we get into that, I just want to give people some background. So The Charlton Advantage Real Estate Team is really run by Chuck and Melissa Charlton. They moved to Milton in 2004, didn't know anybody, basically took all of their life savings, their $40,000, and started just building a real estate team, and became such an immediate success that they had paid off that loan by the end of the first year. And since then, Chuck and Melissa have become really nationally recognized as teachers and leaders in the industry. They've been guest speakers in Las Vegas, San Diego, Orlando, Toronto for various real estate conferences. What I love about them is they're just so kind and giving, and they've worked hard to get their wisdom, but I think they just love to share it with everybody. I mean, they've helped over 1,000 families already, helped buy and sell homes. So I'm just so thrilled to have Chuck with us today. So Chuck, I gave a little bit of your bio, but is there something I missed there? Or can you just really just take us on a journey about how you started your own journey in real estate? Chuck: Yeah. I mean, we've known each other for a long time, too, so we knew each other when neither one of us was a big deal, right? It's been fun. I think the first thing you do is you start to master sales. And I remember hearing this at The McQueenie Method Conferences. You master the sales part, and then you start to go, “Okay, I'm getting overwhelmed here.” And so now you need to hire and leverage. And then after you get some hiring done, and you figure out what's good and what doesn't work, then you reach a point where now you become a leader. And I think that's where I'm trying to go now, is to just really be a good leader to the people around us, going from “me” to “we,” to in some cases, “they.” Glenn: Well I think you'll find, and I know you're probably already seeing this, is just the freedom you get when you're not the one who has to do everything anymore. And when you stay in your Unique Ability 80% of the time, because you're just good at doing this, then you get to leverage everyone else's Unique Ability. But your team didn't just go, “Poof!” and you had a team. I mean, tell us a little bit of your journey. You started as really just you and Melissa. Chuck: It was a husband-wife team, and we had no kids. It was just the two of us. We worked 80-90 hours a week. We had a house that we worked out of, and it was three bedrooms. There was the master bedroom, and then there were two offices upstairs. And so, we just worked and worked and worked until we got so tired we had to take a vacation probably every 90 days. And what really changed for us was when we had our first daughter, Vivian, who's now almost 8 years old. I mean, you can't work like that when you have kids, when you have a family. It's not balanced. So that was the prompting to start. We started with the assistant, went through that whole process. Our business went down when we got an assistant, funnily enough, which is not what's supposed to happen, but it did, because I think we kind of put it on cruise control a bit, and you can't really do that. You've got to stay focused; you've got to be hungry. One of the things that I've learned in my life is I either need something chasing me, or I need something that I'm striving towards in order to really be an effective human being. Because otherwise, I come from pretty humble beginnings, and I almost feel like I'm already in the bonus round. So I've learned that I need that discomfort. I need to feel like I'm moving in a direction in order to really just fill my day with the right things, and just to be on the bleeding edge of doing something positive. Glenn: That is so amazing. What I heard you say there is you're almost just striving to get better for the sake of getting better just to keep your interest going. Chuck: Well, you do, because I think there comes a point with moving from survival, (and I've been in survival before), and then you get a little bit of success, and then you move to that significance, and the money doesn't drive you, right? It just doesn't. It reaches a point, and I'm still not at a point where I could live the rest of my life on what's been saved up, but I think that it has to be about something more, which leads us into this whole conversation of niches, is: “Who do you want to be a hero for?” I think that's a very enticing message for somebody, is that you can show up like that, versus “I need to get a commission cheque.” Glenn: Right. So how did you discover your niche? I know a lot of people will kind of flip back and forth and chase the next shiny object, and I find people like yourself, they tend to almost just line up what they're really interested in and their natural strengths to find their niche. So how did you discover about Milton Daily Homes niche? And if you can, tell everybody about what that is. Chuck: Yeah. So we started back in 2010. We started a daily video called “Milton Daily Homes” and we talked about all the homes that have listed in the last 24 hours in Milton. We do it Monday-Friday. So I think there's like 1,400 episodes up at Milton Daily Homes. And where that started was, we had a pile of leads that we weren't getting to – which is a problem, by the way. I think a lot of people listening would say “Well that's a good problem to have.” It's still a problem, because it's like you're burning money. You're generating leads, and they're not being cared for properly. So I looked at it and I said, “All of these people want the same thing. They want to receive listings by email.” So then I started talking with our mutual friend, Dean Jackson, and we came up with this idea. Originally, the first idea was, “Well every home that's listed, why don't we go and see the home, and then we can film it, and say ‘Look, I've been in here. Here's what I like about it, here's what I don't like in some cases.'” But then I thought, logistically, that would take so much time. But what I do every morning is I wake up and I see what's come new on the market, and I thought, “Could I just make something where it's almost like someone looking over my shoulder?” And all I need to do is just say the things that are going on in my brain, because I think all realtors are going to look at a list of homes that come out, and there's going to be a list that they really love, and there's going to be a list that's just okay, and there's going to be a list that really they're not that into, for whatever reason. Maybe it's a bad location. Maybe the price is high. And so I started looking into the technology of how I could make that happen, and we use a program called ScreenFlow for Mac. It's only for the Mac. I think Camtasia would work for a PC, but you can actually just record what's on your computer screen, you can record through a webcam, yourself in front of the computer, and then you just grab a microphone and get the audio. And that's how it started. So Milton Daily Homes was just me telling people my thoughts on what's been listed in Milton. And that list – at the time we were already building a list of about 6,000 people – it's now up to almost 15,000 that we send an email saying a new episode's up. Glenn: That is, just, one of the best leverage examples I think I've ever heard. You can actually record once and distribute it, at really no cost, to 15,000 people in your community. Chuck: Right. And how we get that list is we offer something. The only way anyone's going to fill in a form on a website is if they believe it's of benefit to them. So we have a lot of squeeze pages and landing pages and things that we've set up so that people would fill in that form. I think sometimes people try and do too much with their websites. So Milton Daily Homes is a bonding tool to help us move the relationship along. We don't believe we can make someone move faster than they want to, but we're always there saying “By the way, here's the new episode.” But I think that if you can get that name and email from the website, (and this goes for whatever their niche is). So if you can get their contact information and you build that list, and the list is all of a common interest. So in our case, it's people that want to hear about listings in Milton. For other people, it may be first-time buyers. For other people, it may be downsizers. But that list all shares the common thread, that they want to buy, and in some cases, sell a home in Milton, and they want to be informed about their decision. So that's the fun thing. That list, when it's congruent like that, we can start to make offers to the list, saying “Would you like to come on a tour of homes?” “Would you like to come to a buyer class?” And they've already said that they're interested in some kind of real estate. So oftentimes, it's just a matter of if they're ready, and if they're free on that day. So we always get good responses when we put those offers out to the list. Glenn: What I love is you're just in perfect alignment with what the consumer wants, right? And the consumer can search MLS by themselves, or they can have a bit of a coach, with you sending out your feedback on every listing. And I love how you're edgy on it, too. You don't just say, “Oh, and here's another beautiful house.” You're like, “This one is really great.” “This one, not so much.” “Here's my top pick.” And you're really building trust and rapport, and you're really allowing them to move when they're ready to move. It's so interesting. So many agents are like, “Oh, I've got to get a deal this month” or “My buyers aren't buying.” And it's kind of like, “You know what? People are going to move on their own schedule, and the more that you can scale up your numbers, then the law of numbers and percentages just starts working in your favour.” And I love how you started, and you've just built it. And I'd love to know, really, what the payoff has been just over the last couple years? It's gone from you and Melissa, to what does your business look like now? Chuck: So there are 10 of us on the team now. There's eight licensed, two admin, although my wife doesn't really sell anymore. That was one of the results of having kids, is that one of us needed to step back a little bit. But she runs the team. She's incredibly talented at being a leader on the team. And I still do some team leadership. I'll sell my 30 homes a year kind of thing. I'm not going full tilt at the business, but my job is to really mentor and to help the agents become, in my eyes, even better than me. I think a lot of people, when they grow a team, they're afraid of that, right? Some people feel like they need to almost hold people back. But I think, and you and I have talked a lot about hiring and finding talent, I think you can't hold talent back. You've got to just boost them up. You've got to give them rocket fuel, you know? That's what they want. Glenn: The moment you put a lid on talent, it's just like anyone saying, “Okay, Chuck. You're not allowed to do anything more right now in your life.” That's the moment when you're out of there. You're like, “No one's putting a limit on me.” And talent just wants the opportunity. Chuck: Yeah. Talent wants to go big, right? Yeah. So, I mean, when you talked about edgy, I mean, it's just, we try and have fun. You have to have some kind of personality to show up and to talk to people about what's going on in the market. But I think the missing link, and the thing that as the real estate industry changes, and you've talked about in The McQueenie Method, a lot of the trends, you know, the move towards teams and the move towards niches, but I think the other thing that's going to happen in the future is the information is almost going to become ubiquitous. It's not going to be anything special to have information. But I think the interpretation, I think the curating of information, so, for example, the 5 best homes with pools in Milton – that's something you can't Google. Being inside of the last house that sold and knowing what that's about – you can't Google that. Knowing that 50 of your past clients live in a very small area, and to have in-depth knowledge of schools – those are things that you just can't put in an algorithm. So there's a guy named Dave Pell who writes a great blog called “Next Draft,” and I love what he put on his website. He said, “I am the algorithm.” I love that thought that I'm the algorithm. Glenn: Well you are. Because everyone can Google the general, and even sometimes some specific, limited information. Then what's the perceived value of a realtor now? But the more you can create, and I love what you're doing, is creating, it's almost like that hyper-local, organic knowledge and wisdom that will never be able to be Googled. Chuck: Right. And there's the whole idea of competition. It's very hard to come second after I've created the space. There's value in being the pioneer. There's a little bit of that celebrity factor where people kind of meet you and they're like, “Oh my God. You're Chuck! I've watched you.” And I've had people say that we watch you in bed together, and it's really funny to see the real human connection that's there. But I think after doing this for six years, I still believe that the videos will build the relationship with somebody, but I think it's not the money-maker. And so all those fundamentals still have to be there. Like I think you've got to follow-up thoroughly with people. You've got to make sure that you're responding in a timely manner. You've got to put lots of calls to action around the video. You've got to move that forward. Like I said, come on a tour of homes, come to a class, get a copy of this guide. You've got to have good conversation skills, right? And I mean, even the fact that I send an email 14,000 times, or basically every day 14-15,000 times, that's that leverage thing. I mean, if you're going to do videos, because I've had people that have asked me, “Can I do Barrie Daily Homes?” or “Toronto Daily Homes?” But you've got to build that list first, because if you don't have the audience, it's just not worth your time. Glenn: I was just going to say, your business is your database. And that's what you've got. You've got a massive database. And I'm always, not surprised, but amazed when agents are like, “Well Chuck, I want what you've got. But I don't really want to do what you had to do to get it.” Chuck: Right. Well that's the thing. I mean, if you look at how much we've spent, like we've spent hundreds of thousands of dollars to get that list together. It's still multiplied the investment many times over, but it's a business. Money goes in one side and then more money should pop out the other end. And my involvement is pretty much about a half hour a day to make that happen. Glenn: That's great. So why do you think the conventional wisdom of two hours of lead-generation, like cold calling, door-knocking, is so prevalent in our industry right now, rather than your more targeted, niche-based approach? Why do you think that is? Chuck: Well I still think that it's indisputable that more efforts toward lead conversion is going to be a good thing for any business, and that includes ours. But I think the game is, can you somehow make it so that if you're going to make 100 phone calls in a day, or speak to 100 people, how can you make sure that list is as concentrated as possible? And the whole game of Internet lead-generation is: provide something, a form or some information where they leave their contact information. And maybe 10% of those people out of the calls you make are going to be ready. When you're door-knocking, the same kind of thing. But the nice thing about a niche is that if you could line it up so that they're all responding or they're all coming to you, and let's say 50 of those people are ready out of the 100. Because time is finite, right? If you only have 100 attempts to make, you want to make sure that concentration is as high as possible. I mean, the example everyone thinks of is like a referral-based business, where almost every time your phone rings, it's somebody who's like, “Yeah, my brother told me about you.” That's a very high probability piece of business right there. That's why people that run referral-based businesses have such a good life. And you can do that with a niche as well. Glenn: Yeah. Well it's high-margin, right? And it's also working with people who like, trust, already know you, probably have a similar mindset to you. It's more friction-free. It's just a much easier, high-margin business than, you know, this model of everyone trying to be everything to everyone, you know? It just amazes me that sometimes we even have to argue that, right? Because to me, I'm like, “Just look around. The whole world's gone niche.” And the Internet really created a lot of these niche markets, because that's where people who like purple poodles wearing polka dot hats – there's going to be a site for that, because that's what they're all interested in. And I think that's what you've done. So what advice, or specific action steps, would you tell someone who's listening to this podcast to take? What would be the first step if they wanted to get into their niche and find their niche? What would you tell them? Chuck: Well I saw at the conference that one of the hardest things for people to do is to choose the niche, is just make a decision. But I think one of the things is, you can't be too specific, right? I mean, I hear people saying that they want to work with doctors who are pet owners in a particular building. And there are maybe five of those that exist in the world. It needs to be small enough that you can define it in its edges, but it also has to be big enough that you could run a business of significance. And one of the reasons we moved to Milton is because it was just kind of a smaller pond, and I think one of the dilemmas in a bigger city like Toronto is, it's almost like you become this “from sea to shining sea” agent, where you're driving an hour to get to your next appointment. And I love the purity of saying, “What if I could only drive 10 minutes in either direction to do business?” Glenn: Right. Well it's just more effective in higher margin, isn't it? Chuck: It is. Yeah, absolutely. I love the geography of being in a town that's just over 100,000 people. And that doesn't mean that we can't choose to work in other areas, but we've really kind of carved out and said, “This is where we want to do business.” And just in creating that trusted relationship through Daily Homes, gives us, I think, an advantage that no other agent is doing. I think that while they're doing their whatever it is, magazine ads or billboards, we're sitting here online, saying, “Look. Come into our house, and we're going to make sure that you're taken care of really, really well, and we're going to tell you everything we know. And when you're ready, all you need to do is ring the bell.” Glenn: What an amazing system you've developed, Chuck. Is there anything else that you'd like to add, or a question that I did not ask you? I know you're a really big deal, and a busy guy, so just before we wrap up, is there anything else that you'd like to add? Chuck: You know, I'm just thankful to even be a part of the conversation around niche markets, and I love what you're doing. I love the course. The conference that you created is amazing. And I've been to a lot of conferences in my life, and I kind of show up a little bit sceptical now, saying, “Okay, how much am I really going to learn at this point?” because it's a point of diminishing returns. But I was drinking from the fire hose at your conference, so that's one of the highest compliments I could give you, is that you've hung around with really smart people. I hung around with you, and we talk on a semi-regular basis. But the course, the book, everything is amazing that you've created, and my advice is hang around with smart people, and good things happen. Glenn: Wow. You're the best, Chuck. And thanks for the plug, too. That was amazing. Well, thank you. And I'm grateful to you, and I'm grateful for our friendship, and I'm really grateful that you took some time to share your wisdom with the people on this podcast. So thank you very much, Chuck, and have a great day. Thank you. Chuck: Thank you. Glenn: Okay, bye bye. Closing: Thank you for listening to my 20-minute podcast on Insights of Successful Niches. My goal is to give you more financial freedom by helping you take your natural strengths to a target market of people you'd love to work with. You could find out more information by downloading my book for free for a limited time. The book's called “The McQueenie Method: Own Your Niche, Own Your Market” and you can download it at TheMcQueenieMethodbook.com. That's TheMcQueenieMethodbook.com. Imagine what it'd be like to spend two days with me in person to help you find your niche market. I will help you take your natural strengths and unique abilities to a target market of people you'd love to work with. You'll build a tribe of happy clients who become raving fans of your business. So, just go to TheMcQueenieMethod.com for upcoming dates. Thanks again and have a great day.

Intro: Hi! This is Glenn McQueenie, and welcome to 20 Minutes of Insider Secrets of Successful Niches. This is where you learn the insider secrets to dominate your target market. You'll learn to work with high-margin, super-happy clients, and build a tribe of loyal, raving fans for your business. So excited to have you join me today, so sit back and enjoy 20 Minutes of Insider Secrets of Successful Niches. Glenn: Well hello, and welcome again to another of my podcasts in my Success Series formula. I'm just so thrilled to have Michelle Morgan join me on this podcast. How are you, Michelle? Michelle: I'm great, Glenn. Thanks for having me. Glenn: Oh, it's my pleasure. You're just of so much respect and you've got so much wisdom to share that I'm really excited about this call. So before we start, I just want to give everyone a little background about Michelle. She began her journey as a young woman to be a model and enter into the fashion industry. She got a diploma from Fashion Arts from Humber College and then continued in that industry for over 15 years, working with a lot of different modeling agencies in Toronto. She continued after that to explore, “What do I really want to do?” and decided that, deep down, there was this passion for getting into real estate. So she went to OREA, she got her license, and since then, Michelle has just been very successful, growing a great business. She started out individually, and she's worked with teams, and now what she's done is really found this really neat niche called Women Building Wealth. And that's the niche that I'm so excited to talk about today. So Michelle, why don't you tell the audience just a little bit about your journey into building a really cool business? Michelle: Sure. I feel like in order for the audience to understand, I'm going to take it back a little bit, just to understand where I'm coming from. So my parents were really interested in real estate. They were investors. We had tenants. They bought and sold their own properties, and I had that household where, on Boxing Day, all the other kids went to the mall, and my parents somehow found the one open house that was open. We just were always looking at homes, so I guess I probably didn't even realize it back then, but when I look back now, I was that kid that was always sitting at the table, feet dangling off the chair, and watching the deal happen. And it kind of just seeped into my pores. So, as time went on, my dad would tell me, “You know, you probably should get into real estate.” And I was always like, “No, Dad. I'm going to be in fashion.” Which, you heard, I did proceed and continue with, and I loved it. And I still have an appreciation for that industry. But at the time, I probably didn't realize how much real estate had actually seeped into my pores. So fast-forward, I found myself a single mom, realizing that, as much as I loved the fashion industry, I did want to make a change. And I wanted to love what I was doing as much, if not more, than fashion. I got my license. I did that in 2008. So I'd fast-forward then to about a year and a half ago, and I had done the Double Your Income Coaching with you, Glenn, and that really showed me some patterns in my business. I was doing well in real estate, and you had me really circle in on who my clients were, and I learned that the second largest group of people I was helping with real estate purchases were women, and that was second to couples. I helped couples, young couples in particular, buy and sell their homes. And then I had this group of women that were coming to me from all walks of life, all ages, status. They wanted real estate investing advice, and they would go on to purchase their home almost in an investor mentality, I'd say. And they were purchasing these homes on their own. And it was just inspiring to me, because I could relate to this group of women, again as a single woman and as a single mom. And probably because of my background with the real estate, it just led to me growing and us brainstorming into this whole niche marketing business. And so it was really cool, and then Build Her Wealth was born. And the goal really was to help women build wealth through real estate. And I could really help them, and I just became passionate about it, because reward-wise, I could help them fulfill this goal. And we'd sit down and say, “Well, what do you want?” And they're like, “Well, this is my 5 or 10-year goal.” Maybe it was a retirement goal, but whatever it was, I could master a plan through real estate investing for them to help them accomplish the goal. So today, Build Her Wealth, it's a niche market real estate business. My clients are mostly women in that field, and then I get to meet some really cool, smart, funny, they're really articulate, they're educated, they're hardworking women, all really with the same goal of wanting to use real estate as a tool to help them build their financial future. So yeah, that's pretty cool. Glenn: So, first of all, how do you guys meet? What is the format of the group? Michelle: So usually, we have seminars. We have fun with it. So we have Wealth and Wine nights, and it could be the wine that brings the ladies there, but I won't say that that's why, and we just have seminars that really help them understand what the different types of real estate investing opportunities are for them. So again, it's women from all different walks of life. So some have maybe never invested in real estate before, and then others might be in their journey. So whether we're there to show you how to invest in real estate, or help support your journey, we're all there as women, we're going through the steps. And then I'll bring in professionals to help with that, whether it's a mortgage broker that needs to come in to answer some questions, a lawyer, an accountant, what have you. I just bring in the professional that will also help them attain their goals. Glenn: So I think that's just so brilliant, that format you created of Build Her Wealth, where you get people, usually single women – not all single women – but a lot of women. And I love that edge and attitude that you bring to it, too. It's like, “Listen. You're responsible for your own wealth here. You don't need a man. You don't need a woman.” If you want to become free, and have freedom in the real sense of time, and so you can spend more time in relationships with other people, and find your purpose, what better way than to get a group of like-minded women together into a format of building their wealth through real estate investing? And I love how you bring them together, and you bring in the wine element. And it's really almost like a book club, but it's a women building wealth club. And the only people who are going to want to come to that club are the people who want to build their wealth. So you've created such a great magnet for only the people who come there. You'll never attract the people who don't want to attract wealth. And you'll just find, when you're creating your tribe, as I see you building your niche tribe, that birds of a feather flock together. And if you can be the ringleader of it, which you are, it's just really amazing. So what's been the payoff, just over the last year and a half? What have you learned from going really deep into your niche? Michelle: I'd say really the payoff is that I had to figure out more about me. So once I did that and figured out what my big “why” is and understanding my big “why” was helping people. So the big payoff really is helping. So I have the niche market, I get to sit down, really understand my clients, their lives, their goals, sometimes it's their fears, or sometimes it's their pain. But, “what's your ultimate dream? What are your wishes? What do you want for your family and your loved ones?” And then I get to really help them create this plan for them, their financial futures, how to help build their goals, how to create hope, and it just becomes almost a lifelong bond. And I guess that's the best payoff. I've learned a lot about myself, and I've learned I love helping people, and it's rewarding to then help that person, and then see it through all the way to the finish line. So that's awesome. Glenn: That is awesome. So why do you think that the conventional wisdom of two hours of cold calling or door-knocking to people they don't even know. Like a lot of agents seem to want to follow this lead. That's the only lead-generation strategy. And I love how you've kind of broken that mould, and you're doing what you love to do. But why do you think it's so prevalent, rather than your more focused approach? Michelle: Well, I mean, I come from that background. So I mean, I came from a background of door-knocking every single day. I door-knocked Monday-Friday, 9:30-11:30 a.m., and it did help my business. I mean, I don't know that one is wrong, per se, or better than the other, but I find for me, because in our industry we do have to get in front of people, and we do have to talk to people about our business and let them know about us, or they're not going to. So I think that the general thought is, that's a great way to do it. And again, it has helped my business. However, as an individual agent, and as a business owner, it is important for agents to understand that there's a shift occurring, and you do need to be aware that teams and niche market agents are statistically gaining market share. So on the flip side of that, consumers are noticing, and they're looking for agents that fit their specific needs, rather than maybe the generalist agent. So it was more me wanting to, in my case, just wanting to get in front of that shift, rather than chase the shift that I could see was about to occur, and grow the niche market. So yeah, I get it. I come from that background. But it is going to change, and it's changing now. Glenn: Yeah, and I don't think you're saying “Don't do it.” And I think we're probably on the same page on this. If that's what you really love to do, then go and do it, if that's what your natural abilities are. But if you're dragging yourself to do it, and you don't like it and you hate it, what a miserable way to wake up every morning and have to do something you hate, instead of what you're doing. I just love listening to you when you're saying, like, “I just want to help people.” And when you help enough people get what they want, Zig Ziglar says, then you get what you want. And it's because it's a perfect transfer. You're coming from contribution first. You're creating value first. You're creating this whole seminar series. And if some of those people in the class don't buy, it's not like you get kicked out. It's like you still feel like you're on your purpose. Michelle: So true. And I think, too, real estate agents, we got into the market, or into the industry because most of us wanted some form of freedom there. Most of us did not want to be in that typical 9-5 scenario, and to put yourself in a scenario where you wake up every morning and still do not like what you do, is unfortunate – so don't do it. Glenn: So what would be the first step for someone listening to this podcast right now? What advice would you give them if you were coaching them, on how they should find their niche? What would you say? Michelle: Well for me, finding my niche actually came through you. The steps that you have written about in your McQueenie Method book were the steps that I took to help me find Build Her Wealth. So, truthfully, I mean, I would say, sure, go out there and learn as much and get educated, but that was my route that I took. So I would have to say The McQueenie Method steps. And I mean, Glenn and I, we sat down and we brainstormed, we talked about it. And you helped me so much along this journey, just really almost like a light bulb moment: You love to help people, and you identify with women. So go get the book, and do the steps step by step by step, because that's exactly what helped me get to where I am. Glenn: Wow. Thanks for the plug! I appreciate it, Michelle. Michelle: Yeah. You can pay me later. Glenn: So, if you're saying to somebody, apart from the book, which I appreciate, but if you were saying to somebody, what would just be that first step? I mean, to me – I don't want to put words in your mouth – but to me, it's more about just finding who you are, and being comfortable with that, and then taking those strengths to the marketplace. Michelle: You really have to figure out who you are. So that's exactly where we started. Why did you get into real estate? What is your big “why?” I mean, learning that, and you kind of know it, but you have to keep asking yourself “Why? Why? Why?” And you peel away these layers, and you start to realize why are you where you are? And for me, it was my twin daughters. That's my big “why.” That's my motivation to wake up every morning and do the things I do. And you really have to figure out why. What motivates you, why are you where you are, and where do you want to be, and how are you going to get there. It's almost like an onion. You're peeling away these layers, and then it's just like this “A-ha!” moment, like I said, that makes you go “Right. This is where I need to be.” And that's my niche.Glenn: That's a great way to look at it, Michelle. What were some of the roadblocks that you encountered on your journey? I mean, it didn't just go “Poof! Magic! Got my niche!” Even just getting this whole tribe together, what were some of the roadblocks you faced?Michelle: The biggest roadblock for me is if I would be losing business because I was targeting a female market only. I had a hard time, even though I loved the idea, I had a hard time with the concept that it was only going to be women building wealth. It was Build Her Wealth. And would I in turn lose business? And the answer to that ended up being no. I had to get out of my own way though, and realize that, funnily enough, I was getting more followers, and it was not holding back my business. I mean, if anything, it was just this group of women, almost like a sisterhood of women coming together, lifting each other up. And truth be told, I've had a couple men come to the events, and it's all been good. Like I said, not all women are single, so I have had a couple women bring their significant other or their husband with them to the event, and it's been great. I don't only want to see women invest in real estate and not help men. That was not the thought. I was worried that it would look that way. But in fact, it did not in any way, shape, or form, slow down my business. I think my roadblock was more my mindset and my own worry and my own fear of it, and once I let that go, then it grew. And you just let it go. You let it go where it's going. Let it grow, and let it go where it's taking you, and let it be authentic. Glenn: And I think as this keeps growing, you could almost build complementary niches and build an even bigger business. I mean, you could license this idea in every city in North America. There's going to be women who want to build their wealth, and as that keeps on growing, couldn't you do a Build His Wealth? Michelle: Already thought about it! Glenn: Yeah! And isn't that the beautiful thing, once you go really narrow into one niche, and then you discover all the nuances and the wisdom inside of it, you start to see the bigger possibility of how you can go wide within that niche. And I know I find when I'm coaching agents that the biggest problem is what you mentioned earlier, when you said, “I was worried that I was limiting myself, and I was cutting myself off.” And I start thinking, if you look at a great sculpture, it started as a block of marble. It was really the artist subtracting everything until they got their finished product. And I think it's almost subtraction and then multiplication. So you subtract, subtract, subtract, go super-narrow in your niche, and then you multiply the niche around it. And I just love to hear you say that, and that's really what you're building. This isn't just going to be one business. This is like, “I'm going to build this, and it's going to be great.” And it's going to give you even more freedom. And then, as you build it, you just get to help more people. And I think, for you, Michelle, because I know you, that keeps you on your purpose. And at the end of the day, that's what you want to do. Michelle: Very true. That's very true. Glenn: So what's the one piece of advice that you would give aspiring agents right now in creating their niche market? Michelle: I think it goes back to what we were saying. Really figure out your big “why.” Really, what you did was you helped me figure out what my Unique Ability was. And it wasn't something that I had to come up with on my own. I think the exercise was that we had to ask our loved ones and friends what they thought our Unique Ability was. And so it was very interesting to get these letters back of people letting you know all the things that they thought you were great at. For me, I got a lot of “Well, when I'm in your presence, you make me feel important” or “You make me feel listened to.” So you start to learn through other people what your Unique Ability is, and from that, those are things you don't even have to try at. You're just good at doing that. And then you have to figure out your “why” and really zero in on what makes you happy. And again, I mean, you really are going to have to pay me for this, but I've got to say The McQueenie Method really helped because the steps are all outlined there. And those were the steps that I took. And it was literally, “Own Your Niche, Own Your Market,” right? So it really helped to know what the steps are and then just go step by step. You learn about you and figure out what your next steps are to help you get there. And your niche really just shows up. It's like all of a sudden, you're like “Wow.” You do the steps, and then you figure out your niche. And it's mind-blowing. Glenn: And I love the way you did it in a way, too, because you really reverse engineered it. It wasn't, “Oh, this is what the marketplace wants.” You started hearing from the marketplace that there were a lot of women in your position who didn't really have a place to go to find out about real estate investing, because most of them think it's “I've got to put money in my RSPs,” because the financial industry does dominate the ad and mind share there. But once you start hearing that these people are looking for a forum, you almost planned it from their point of view, like, “What's keeping them awake at night?” And then I love how you're just like, “Well, let's get them all together, and let's build a group.” Because the biggest gift you can give somebody is the feeling that they're not alone, is to get them out of their own isolation. They're not alone. And even the people listening to this podcast will be thinking that, too. “Oh, I'm not alone anymore. Other people have felt the way I have.” And then, as you got the group together, they're like, “Wow. Now we have a whole new group of friends who all have a common interest.” And it's no different than the local book club. It's just people who want to do what they want to do. And I think that's the brilliance in what you've created, Michelle. Is there anything else that you'd like to add? I really appreciate your time. I know you're a really big deal, so is there any questions I didn't ask you, or anything you'd just like to add just before we wrap up? Michelle: You know what? I think the main thing is, just go out and do it and don't be afraid. Don't think to yourself that it's not possible or don't think that it will hinder your business. Just go out and do it. Because like I said, it's showing in numbers that the teams and the niche markets are taking over, and if you're an individual agent, you're going to love it, because not only am I helping the women, but I've got to say, they're helping me, too. In all of this, I have learned so much from them. And that I get to bring my daughters now to these events, and it's really because they're helping me pull together the events, and they're staying for it, and then I'm watching my daughters turn to me and say, “Well, you know what? I'm going to have to get an investment property.” That's just amazing, because my girls are now 20, and they're kind of challenging each other at, “Do you think we can get an investment property by 21?” Like it's amazing to see what it can even do, not only for yourself, but then your family, right? So it really does grow. The positive energy grows in your life. You love what you're doing. And when you love what you're doing, the business follows, and then you're just happier all around. So don't hold back, don't stop yourself. Get out of your own way, and go for it. Glenn: Wiser words have never been said. Thank you so much, Michelle. You are amazing. I've loved what you're creating and building, and I love just the exchange that's happening in that group. It's like a great friendship. I give to you, they give back to you, and everybody grows and gets better from it. So, you're the best. Thank you so much, Michelle. Have a great day. Michelle: Thank you, Glenn. You too. Take care. Bye! Closing: Thank you for listening to my 20-minute podcast on Insights of Successful Niches. My goal is to give you more financial freedom by helping you take your natural strengths to a target market of people you'd love to work with. You could find out more information by downloading my book for free for a limited time. The book's called “The McQueenie Method: Own Your Niche, Own Your Market” and you can download it at TheMcQueenieMethodbook.com. That's TheMcQueenieMethodbook.com. Imagine what it'd be like to spend two days with me in person to help you find your niche market. I will help you take your natural strengths and unique abilities to a target market of people you'd love to work with. You'll build a tribe of happy clients who become raving fans of your business. So, just go to TheMcQueenieMethod.com for upcoming dates. Thanks again and have a great day.

Intro: Hi! This is Glenn McQueenie, and welcome to 20 Minutes of Insider Secrets of Successful Niches. This is where you learn the insider secrets to dominate your target market. You'll learn to work with high-margin, super-happy clients, and build a tribe of loyal, raving fans for your business. So excited to have you join me today, so sit back and enjoy 20 Minutes of Insider Secrets of Successful Niches. Glenn: Hello and welcome to my Success Series podcast. I'm Glenn McQueenie, and I'm so happy and honoured to have my special guest, the one and only Dean Jackson, join me today. How are you doing, Dean? Dean: Wow. I'm fantastic. That's quite a nice intro there. Glenn: Well, you know, Dean, we've known each other for probably almost 20-22 years now, and you've had such a profound impact on my life with all of your coaching and wisdom, so I'm just so honoured that you've taken the time to come and join me so that we can help these listeners just really learn the value of why a niche market is so important. And it really is a kind of future for most real estate agents today. Dean: Yeah, I'm excited. It's great to see you out podcasting here. I love it. Glenn: Thanks. So just for our listeners, can you give us a minute or two about yourself, Dean? Just tell us a little bit about yourself, and then we'll get right into it. Dean: Sure. You mentioned we've known each other for over 20 years now. I started out as a real estate agent in Halton Hills, just outside of Toronto. And when we met, probably in '93 or '94, my passion was really marketing, and applying marketing to my real estate business. And then from there, creating systems that I could then share with other real estate agents. And when Joe Stumpf and I met up, we partnered up and built a big real estate coaching organization going all over North America. So it's been quite a journey. But it's been my first love, real estate, and coupling it with marketing has really been quite an amazing journey. Glenn: And you've done so much now, Dean. The list goes on, from the ilovemarketing.com podcast, which I think is one of the top marketing podcasts in the world, to your most recent one now, which is morecheeselesswhiskers.com, which I just love what you're doing on that, because you're really talking to people who have used your other program, which is, I think, Breakthrough DNA, using all your 8 Profit Activators, and then you're interviewing them to see how it's really affected their business. And I'd encourage everybody to go to morecheeselesswhiskers.com or ilovemarketing.com. Dean: Yeah, exactly. There are so many things, but you mentioned More Cheese Less Whiskers as a podcast, and there's actually an interesting thing. We talked about niche marketers. I actually did an episode with a guy who's a realtor in the south of France selling ultra high-end homes in Saint-Tropez, and we talked about that whole niche. But that really is the way things are going. I'm just excited to see you getting on that path of spreading the word about focused niches, rather than just kind of being a real estate agent, hoping to get enough business in the general market. But choosing a niche and taking control of it – that's a message that you're really helping to get out there. Glenn: Yeah, you know it really is my rallying call to the industry, because I think so many agents are so short-focused all the time, chasing their next deal instead of really building a business, and a long-term business. And I think the best way to do it is just by dominating one single niche or single target market, the way you talk about it in your 8 Profit Activators. Dean: At a time. I want to add that – at a time – because you can have multiple niches, but treating it more like Procter & Gamble, where they're independent brands, where you've got, specifically for that niche, they feel like you're the one that understands them more than anybody else. Glenn: Right. And when I've been teaching this, and both of my books that I've published, I've gone through your company, 90-Minute Books, and when I'm kind of spreading the word around, I always refer to your company, because I really believe this product that you've developed, where someone can really do their own book in 90 minutes. And you've developed such a great system for that. I think today, it's almost like the book is the new business card, and so many people feel overwhelmed about that whole idea. But I think, and what I'm really excited about talking about today, is just how you can be creating content for your niche. And part of that content could be creating your own book. So can you just tell me a little bit about your journey into creating 90-Minute Books? Dean: I break things down to the components, right? So in order to, we talked about my Profit Activators. One of those is selecting a single target market – that's Profit Activator 1. And Profit Activator 2 is compelling your prospects to raise their hand; to call you. Not going out and cold calling or prospecting people. So I am always focused on, “how can we get people to come to you, rather than you having to go out and chase them?” And so the thing that I found that works better than anything is tapping into self-interest. And that means that somebody sees something valuable, like a book, which has so much historical context, as being something that is indisputable in terms of an authority piece. You know, you think that books are valuable. Just try to get somebody to throw out a book or tear up a book, you know? We're so conditioned that we revere books as a society, so to have written a book is a badge of expertise. And if you title a book to tap into the self-interest that your target audience has, it's so easy to get people to raise their hand. And then you can, in Profit Activator 3, educate and motivate them. But the thing about the 90-Minute Book, the reason that they're small books that are easy to consume, and they are, what I would call, the minimum viable product level of a book. And there's a whole thing in start-up culture about the lean start-up, and one of the concepts that they have is creating the minimum viable product or the minimum effective dose of something. So if you're going to use a book as a lead-generator, which is really the most valuable thing that you can use it for, what's the minimum effective dose to get the result that you're looking for, which is to turn an invisible prospect into a visible prospect – somebody that you've never met or heard of, that they raise their hand and identify themselves? So with that, the thing that's most important is that you have a book, that you have a title, that upon reading it, the person you want to be in conversation with, says, “I want that book. That's the book for me.” And, you have a way for them to get it. Now if you have those three things, it doesn't matter if the book is 50 pages or 250 pages, because as soon as somebody asks for it, the book has done its job. And now, you can engage in a dialogue with somebody. So going beyond that minimum effective dose of writing or doing more than 50 pages for a lead-generation book, it's not what I call ‘making the boat go faster.' It's not adding anything. It's not going to get more response because you have 250 pages and you took 9 months to write the book, then you're going to get by carefully thinking through, “What's the title of the book that my audience would love to have?” and then spending 90 focused minutes on creating the starter conversation – the conversation that's just going to establish you as the expert and lead people to the next step, which is to be in a relationship with you. Glenn: Right. I love how you say the minimum effective dose, because I always think about books, and I'm a very prolific reader like you are. And most books, there's this standard of 250-300 pages, and someone just made it up, like, “That looks like it's enough to create value.” But we know that every book, really, the top 20%, you know within 50 pages, they could condense any book ever written down to 50 great pages, and that would be enough. Dean: And it would be better if they did that. How many books have you read that you could get the point across in 50 pages and the rest of it is just fluff and filler and enough to add it all up? You know it's interesting, Glenn. I saw in The New York Times there was a big feature about the state of books, and because with Kindle and Kobo now with all these readers, they have access to the data on how much of these books are actually being read. Because more than half, I think it was 57%, Glenn, of people who buy a book never open it. So they buy it on their Kindle, they grab it, and then they never open it. And some small number, only 20% or just over 20% of people actually read beyond 100 pages – and that's in a bestseller. So I think there's something to that. If you can, condense your idea into a really great foundation to lead enough so that somebody wants to take the next step. Glenn: Right. And I've thought this many times, that the winning book for many people who are listening to this right now would be something like “The 12 Secrets to Buying Your First Home in ____” (their neighbourhood). I think a city's too broad sometimes, but in Midtown, Downtown. “The 12 Secrets to Buying Your First Condo in Downtown Toronto.” And I think the more that you focus it, first of all I think the more reception you're going to get on the book. But when I'd talked to you previously, you said really that book is like a one-hour buyer consultation that's recorded and published. Because all the buyers and sellers, there's probably 10-20 questions that they're going to ask us. Every client will ask us the same ones. So what if we could just hit those top 10 or 12 questions, and then instead of doing a 1-hour interview with somebody, you could have 3,000 people download the book, and you've done 3,000 1-hour interviews? Dean: That's exactly it. You're right on. And you don't need more than that to get somebody engaged enough to want to take the next step. And it's the most important. I mean, let's think about what the reality is, that in the real estate business, the thing that we're ultimately looking for is to help somebody find a house and buy it, and to help somebody sell their house – to find a buyer and sell their house. Those are the two core things that we actually get paid for. That's the result that we're creating. And so, just leading into that, if you can get more people started in the conversation, that's a really cool thing to do. Glenn: The more people you're having conversations with, I think the law of numbers would just have to work in your favour, where you're going to be generating more leads and more appointments, and more signed contracts and more revenue, and building a bigger business. Dean: That's it, exactly. Yeah, you're reverse engineering. What has to happen from there? Glenn: So what changes have you seen in the real estate industry just over the last couple years, as far as lead-generation and marketing's changed. What's the biggest change? Dean: Well it's certainly happening. We've seen the evolution, where, 25 years ago, when I created the guide to Halton Hills, the Halton Hills real estate prices, there was no Internet, no email. It was just print advertising, offering a book that was valuable to people who are considering moving out to Halton Hills. And then we've seen the evolution where when everything went online, it was, if you were ahead of the curve, to be able to say, “Search all the homes online.” That was a valuable differentiator so that people could go and do that. But now, you've seen it evolve that every piece of information about every house is available now, and everybody knows that it's available. So just being able to say, “Hey, come search all the homes” – that's over. That's not what is the value that you create now. Now, the value is about going outside of the algorithm, and being something that the computers can't provide for people. It used to be, “Hey, get daily updates of all the homes,” or “Get weekly updates of all the new homes that came on the market.” Well everybody has every home the minute it comes on the market on their phone, available to them right now. So that's not really a differentiator. But if you want to find the best homes in a particular neighbourhood that have some particular attribute that's a qualitative type of thing, that's a different situation. And that's really where we have the opportunity to excel, not just about the data. Glenn: Yeah. I think it's really about the value now, the hyper-local wisdom that can't be Googled anywhere. Because I've got to tell you, I've been to some parties lately, and people will come up and say, “Hey Glenn, what did that house sell for?” expecting that you would know what every home sold for in your city. And I never know what they sold for. But there's always Sally at the party who's not a realtor, who always jumps in and says, “Oh, there were 8 offers on that house. It sold for this much over the asking.” And I'm like, “Great job, Sally. Thanks a million,” whereas that information used to be all ours, right? Dean: Right. That's the thing. That's where it's not the advantage that it used to be to be the keepers of the information. I remember 25 years ago when the Wednesday paper would come out in Georgetown, that if you were manning the office that night, that the floor calls would be huge, because the Wednesday paper would come out, people would see the new listings, and they'd want to call in and get the information, because there was no other way to get it. Who's calling anybody about anything anymore? It's so easy to get that information. But if you can differentiate yourself, we have an opportunity to be a market-maker. That's really where it is. If you can triangulate, so for example, here in Winter Haven, we would do a guide to Lakefront homes in Winter Haven, and we would be advertising that in print and in Facebook, and wherever people are looking for Lakefront homes. And at the same time, be doing a listing-getting campaign for the Lakefront homes, looking for people who are going to sell their home, and be able to match those people up, triangulating them, that's where you have the opportunity. Now, you've got insider knowledge of access to people who are thinking about buying a home, and you've got insider information on people who are thinking about selling their home. Your opportunity then is to match those people up. That's where you're adding value, because they don't have access to that. Glenn: And it's invisible, right? Nobody sees it. Dean: It is invisible. And that's where having a book gives you the opportunity to get those people to raise their hand. Glenn: I think most agents feel like they're market-takers right now, so I love that whole idea of when you go deep into your niche, you have that local wisdom, that you actually are the market-maker, and a market-matcher, too. Dean: Yes, that's what it is. That's what you have the opportunity to do. I point to the example of Molson beer in Canada. They would run an ad in Cosmo magazine with a picture of a guy who looks like a model in a field with these puppies. And it was an image ad, and all the ad would say is “His address: The intersection between masculinity and sensitivity. His beer: Molson Canadian.” And they'd just have the small Molson logo there, you know? And they would run that ad, so that they could run an ad in the men's magazines that said, “Hundreds of thousands of women pre-programmed for your convenience.” And then they would describe how, while you're reading this ad, hundreds of thousands of women are reading a completely different ad scientifically designed to increase the attraction they feel to men who drink Molson. And they would show a picture of the ad that they were running in Cosmo magazine. And all you have to do to activate this attraction is to order a Molson beer. So it's really this masterful triangulation of thinking about, “What does your prospect want?” Glenn: That's an awesome story. That's just amazing. Dean: Have you heard, Glenn, of Opendoor? Have you seen what they're doing in the States there? Glenn: That's like a minimum bid or guaranteed sale program. I've just read an article the other day. Dean: Guaranteed sale. So they are choosing a niche of the middle of the market: single-family homes after 1960, three-bedroom standard homes in the $150,000-$500,000 price range, and they algorithmically will figure out what the house is worth. And if you want to sell your house, you just call them. They will calculate algorithmically what the price is, and take off 6%, and then a small 6 or 8% risk fee, to give you a guaranteed sale price on your house. Now that is pretty interesting that in Phoenix, they were able to get a 2% market share in a pretty short amount of time. So for some people, that's really what they want. But imagine if you could do that same thing for a specific niche. If you're the person that's controlling the market, or a certain segment, and you are also then finding the buyers for that, you get the opportunity to be the dream come true for those sellers. Glenn: And you're just matching them up, one by one. Yeah, it's so interesting, the potential disrupting technologies. And I know billions has been spent on it, but my sense is that we might be losing the first 50 or 60 or 70 yards of the transaction, but I think we're still holding the last 30, which is really the most important part. Dean: That's exactly it. I go to see Peter Diamandis, and I go to his Abundance 360 events, and I see that what we have the opportunity to do is control the last hundred feet. Glenn: And I think that the more local wisdom and knowledge you know, you get out of being a commodity. Just being in a niche, you couldn't be a commodity. But I think the more hyper-local you're in there with that unique knowledge, I just think that's the long-term protection plan for realtors these days. Dean: Yes. Absolutely. Glenn: So why do you think the conventional wisdom of the two hours of lead-generation and cold calling and door-knocking is wrong? Or the prospecting-based business? Whereas, your 90-Minute Books really is about targeting a niche market. Tell me about that. Dean: Well I think that there's just so much more leverage in it. First of all, who are you going to reach on the phone nowadays anyway, right? I mean, doing the outbound prospecting like that is just so inefficient, especially when there's ways to reach out much more leveraged through specific direct mail, through Facebook advertising, through targeted pay-per-click advertising, print advertising in the right publications – all these things where you can get your audience to raise their hand. It's just so much more leverage. And that's been something that I've been hammering for 25 years. As soon as you can get out of that outbound prospecting mode, you free up some time to focus creatively on getting somebody to raise their hand. If you invest that 90 minutes to create an asset that, just like you said, you could do 3,000 buyer consultations that way, it's total leverage. Whereas prospecting is like a hamster wheel – as soon as you stop doing it, it stops working. Glenn: That's right. What would be a great first step for someone listening to this podcast to do if they're thinking about getting their niche in 90-Minute Books? Dean: I think assessing your market. Thinking through, “Where is it that if I could just wave a magic wand, and have this segment of the market, what would that be?” And I think, not just so much in that it's townhouses or that it's condos or that it's a specific segment of the market, but more of a qualitative type of thing. Something that is outside of an algorithm. Something that requires some sort of education around it. And you could have a niche for parents who want to invest in real estate while their kids are at college. Or first-time buyers who want to buy a multi-family home they can live in, rent out part, and build some equity that way. You start to think outside of the box there. And you start thinking, “What would be the title of the book that somebody in that target audience would definitely want to read?” And that's a good start. If you could get somebody to raise their hand like that, and ask for that book, now you've got an asset. You've got a way to start your triangulation, finding those buyers. And then if you can identify the types of homes that would fit for that, and you start a listing campaign in that model, now you're able to triangulate. That's really where the value is. Glenn: I love that if you can get the right title, identify the right market, know what their unique problems are, and create a program or model to solve it, then you really become the algorithm. Because that's what an algorithm is, right? Dean: Yes. You are. And it's unique to you, because it's something that a computer can't do. That's where I looked long-term for the digitization. I mean, for years, nobody would have ever thought that it would be possible for somebody to buy a house sight unseen, like Opendoor is doing. That's coming. And it's here now – I mean the artificial intelligence to be able to offset that risk for them, because they've got access to all the data in a neighbourhood. So by narrowing to the middle of the market like that, that sort of thing is coming. But if you now have the buyers for that, that just proves that sellers want to do what's the easiest thing for them. And they'll often trade off that they're getting a little bit less, but it's a guarantee, and they don't have to deal with the process of selling their house. But if you can get it so that they're calling you, because you've got the buyers, that makes it so much easier. So I think if I can get people to think one thing, it's to think that way. Think about triangulating. Think about being a market-maker. What would that niche look like for them? Glenn: Yeah. So pick the niche that you want to work in. Then try to find how we can triangulate it, where we can go after just getting the buyers for that market, and then use your data and pool of buyers to start targeting the sellers. “I've got 12 people who are desperate to buy this triplex in this corner of the city, and if you want the no-fuss and no-muss of putting a house on the market, give me a call and we can bring them there right away.” And then expanding that, because then you can start doing complementary neighbourhoods, because people move in pretty predictable patterns. “Here's where most of the first-time buyers buy, and then here's where most of them move up, and then here's when they trophy.” And if you can almost be a market-maker in between there, and it's this hidden secret market because you dominate your niche, I think it's a winning formula. Dean: Absolutely. Glenn: Well Dean, thank you so much for joining me. Any last advice that you would love to give anybody about doing their 90-Minute Book? Or just, where do they go if they want to do a 90-Minute Book? Dean: Yeah. To start the process they can go to 90MinuteBook.com and download a copy of The 90-Minute Book, which is made using The 90-Minute Book process. So you get to see what it's about, what the result is, and we can take everything from there. I've got a whole team standing by to help get that process and make it easy for people. Glenn: And if people want to know more, too, your podcast, the More Cheese Less Whiskers is a great place where I think a lot of people have done the books, where you get to interview and you can actually kind of see what they've done. And I know it's been transformational in my business. So Dean, thank you so much, you've been a great friend, a great coach, and great mentor over the years, and I'm just so honoured you took some time to spend with us today. Dean: Awesome. Thanks so much. Glenn: Alright. Thanks. Closing: Thank you for listening to my 20-minute podcast on Insights of Successful Niches. My goal is to give you more financial freedom by helping you take your natural strengths to a target market of people you'd love to work with. You could find out more information by downloading my book for free for a limited time. The book's called “The McQueenie Method: Own Your Niche, Own Your Market” and you can download it at TheMcQueenieMethodbook.com. That's TheMcQueenieMethodbook.com. Imagine what it'd be like to spend two days with me in person to help you find your niche market. I will help you take your natural strengths and unique abilities to a target market of people you'd love to work with. You'll build a tribe of happy clients who become raving fans of your business. So, just go to TheMcQueenieMethod.com for upcoming dates. Thanks again and have a great day.

Glenn McQueenie imterviews Monte Burris from “Trust Realty Group”