Jason Hartman hosts Real Estate Star, Bryan Casella, from beautiful, sunny California. Bryan shares his tips for getting started in real estate. They go into what it means to have a great mindset. Bryan enlightens us with a story from his pro basketball experience and how he transitioned into real estate. He answers Jason’s questions about technology, sweat equity, and the combination of both.
This show is produced by the Hartman media company. For more information and links to all our great podcasts, visit Hartman media.com.
Welcome to the young wealth show where you’ll truly learn how to make, spend and invest money for an awesome life. Get the real life stuff that wasn’t part of your school curriculum. Young will gives you innovative new ways of dealing with your finances, as well as the skills and tools you’re going to need to survive and be successful out on your own. Let the young wealth show be your GPS to take you from clueless to clued in. here’s your host, Jason Hartman. Young well.
Jason Hartman 0:50
Hey, it’s my pleasure to welcome Bryan Casella. He is head of team BC and I don’t know if he wants to say it, but he’s a real YouTube Rockstar. And it’s awesome. Brian, good to have you here. How are you?
Bryan Casella 1:02
Jason? Thanks for having me, brother. Excited. You know, 2020 is upon us now and things have been growing things have been really exploding. And you know, I’m just running on all cylinders right now. Yeah, good, good stuff.
Jason Hartman 1:15
Well, you’re in my old stomping ground. You know, I spent, the vast majority of my adult life in Orange County grew up in Los Angeles, and Orange County made a lot of money in real estate in Orange County. So definitely a vibrant place and a good market. So as an agent, how long would you start your career?
Bryan Casella 1:31
I started about six and a half years ago now. I got licensed here in Southern California in the downy area. I originally went with the century 21 broker there. And was that just by chance? No, but we were close to them a better service and they’re pretty much rivals with all stars, which is a Pico Rivera. I’m sure you’ve heard of them. Because I know that services. Yeah,
Jason Hartman 1:51
for a long time. Yeah, good stuff. So you started there about six and a half years ago, you said? Yeah, roughly. What got you interested in real estate Did you come in From the, the the brokerage side or the investor side or what was your impetus to get into it,
Bryan Casella 2:05
I was really kind of random. You know, I’ve actually played basketball professionally after college for a couple years and due to injuries, I kind of got my career cut short at age, you know, 2524. So for a year, I was kind of lost and trying to really figure out what I wanted to do now in my adult life now that athletics were behind me. And as I started looking at possible career opportunities, when I looked at real estate and started getting around it and the people, I realized very quickly, hey, I can do very well in this, you know, I’m disciplined. You know, I understand learning fundamentals. I know this business is more about the work that you put in, not where you’re coming from or who you know. And, you know, I have no Boss, I have no ceiling if I sell 10 houses, my first couple months, hey, I’m gonna make all that money. So this seems like a great opportunity. And that’s kind of what lit that flame and really caused me to just jump you know,
Jason Hartman 2:55
head on into real estate. Yeah, that’s fantastic. No question about it, you know, It is amazing. I have trained thousands of agents over the years. And I know you’ve trained a whole bunch. I don’t know your numbers. But when I used to do that years ago, you know, it amazes me the number of agents who just squander this incredible opportunity. I mean, what a career, you know, and it’s just most people just kind of squander it. You know, isn’t that sad?
Bryan Casella 3:21
Yeah, you know, I’ve noticed that going to real estate offices before I found my initial broker. I was like, Where is everybody? You know, I’m here at 10:11am taking a look and there’s like one guy there drinking coffee, right Oh, corner. Like, why isn’t anybody working? And that’s when I started realizing very quickly, hey, I can come in here and carve a niche and really just do well right away because it seems like the state of the average real estate agent is just very low and the bar is set very low. Yeah,
Jason Hartman 3:47
yeah, it is. You know, I used to in my talks, I used to call them the flock, the flock of agents, who you know, are doing a couple of transactions a year and how the market is so concentrated, With these Top Producing agents, but the thing about it, Brian is that, and I don’t know if it’s different now that I’ve been out of it for a little while, the consumer, at least in my day didn’t really know the difference between the flock of agents who were, you know, like everybody’s got a friend in real estate. And, you know, if you’re just kind of a nice person and you know, some people, you’re going to pick up some business from your sphere of influence, even if you’re not very business minded, if you’re just kind of hanging out. I call those the kind of country club agents that want real business people they weren’t they didn’t have any vision of having processes building a business, or anything. They were just kind of hanging around to skim the cream off the top, you know, does the consumer know the difference nowadays? Is it any different than when I was in the traditional side of the industry?
Bryan Casella 4:49
You know, as you’re saying that it seems like it’s pretty much still the same, you know, because my claim to fame we can say, especially with YouTube and within the industry itself was I was doing a lot of prospecting but I really got known for door knocking In the beginning I was just door knocking like a madman. Yep. And at that face to face level at the consumers home all those conversations I had. That’s basically the conclusion I came to. I was like, man, I really got a shot here. You know, we being on the agent side, we see these powerhouse teams and we hear all these stories about them how they’re this big three headed monster, and we’re not going to be able to take them out. Or if we go up against them, you know, we have no chance. But to see how little feedback I’m getting from people saying, Oh, yeah, so and so team is my go to team. They’re the ones that I know. They’re the ones I’d work with. They’re the professionals. I rarely ever heard that. And I got so much business in the beginning, just from having that face to face conversation or even a conversation over the phone. And I just happen to befriend these people get to know them and they don’t know the difference. They’re not asking me Hey, you know so and so teams sold 360 homes last year how do you stack up against them very rarely, right was hearing that so it was more about you know, positioning yourself and Then being that go to person because you actually had some live conversations with them. And you were able to build that relationship over a few follow up calls and over time.
Jason Hartman 6:07
Absolutely. So what is your claim to fame as an agent door knocking, obviously, right? That sounds like one of your things, what else? Or is that kind of your focus that door and
Bryan Casella 6:17
that was the main focus in the beginning, I would say, apart from that, which is my dedication to really understanding sales. And I think that has really allowed me to carve a niche as well, because people see that I’ve, you know, evolved so much with my communication skills. I’ve really made that a focal point of my business, and then also growing your brand and becoming also like this agent to agent referral machine, which I’ve really built with my social media. I’ve been very purposeful with that. And you know, we’re getting a ton of referrals. So I would say my brand, the focus on skills, and then just the hardcore prospecting, being brand new and fresh in the business, I would say those are probably the three main pillars that I can say are my claim to fame.
Jason Hartman 6:54
That’s great in terms of the door knocking or prospecting in general, were you door knock And doing other kinds of, you know, telephone prospecting and such to a farm area, like a specific neighborhood, or did you just sort of shotgun do it everywhere.
Bryan Casella 7:09
When I started being more naive and not really knowing much, I just, I just shot guns everywhere, you know, and I was able to start getting some business right away. And the mistake that I made that I made the adjustment very quickly was, you know, as I was making all these contacts in the beginning, I was so deal hungry, that if somebody wasn’t ready in the next month or two, I just kind of like threw them away and said, Okay, forget this person, because
Jason Hartman 7:30
I know not into nurturing you were on the quick.
Bryan Casella 7:32
Exactly, yeah. So after the two or three month period is when I made that adjustment. And then my, my database and sphere of influence exploded just because of the sheer volume of conversations I was having. And now I’m reaping the benefits from that. But in the beginning, it was very just, I’m throwing mud on the wall and see what sticks. I’m going to try the city. I like the price point. Let’s go you know, and it was more just that young, hungry energy wanting to get out there and just do a lot of numbers and as time On, then I started focusing more in certain cities and areas and we can say, in a sense farming them as I started getting more business and really kind of finding my identity within the business
Jason Hartman 8:10
now fantastic. Brian, you talked about studying sales technique and being really good at conversation and so forth. Who are the, you know, the sales gurus or the books or the courses? Like, there are different obviously philosophies toward the sales process, right. What do you like
Bryan Casella 8:29
that I’ve done and studied so much? I was really big in the beginning on all the classic people that everyone knows like Tom Hopkins, you know, Brian Tracy, you know, I did study a lot of Mike ferry in the beginning. I also have read a lot of books and done courses and certifications in NLP neuro linguistic programming, and I’ve gotten certified as a hypnotist as well and then done that whole thing. So my fascination was more about the mind and communication versus just sales and techniques, if that makes sense. Yeah, I did focus on sales. But I wanted like an understanding of why does this stuff work. So I kind of geeked out on that, and really started getting into that. And that’s what really has allowed me, I think, to start changing things a little bit and kind of creating my own style within this whole sales realm. Because all this stuff out there is great, but I think sometimes people get too caught up in just, you know, parroting what someone else is saying, right? That Are they adopting their own style and molding it to their own individuality, because I think that is the ultimate level for somebody to really get out there and perform at the highest level. Sure, sure. When that becomes internalized, and it becomes part of your overall competence. It takes a while for that to happen, though, right? You know, you go to like Tom Hopkins, and then Brian Tracy and then you study NLP and you probably read bandler and grinder and Tony Robbins, of course, sort of made it famous, but he did not invent the NLP concept, and all of that different stuff, but then you, you take a little bit from here to there and it’s sort of gels inside of you and becomes yours, right? It’s your it’s the brain Casella style ultimately, right? Yeah. And I think the disconnect for a lot of people is when I started it, I was obsessed with that stuff like that became my world. It was all about real estate and learning this stuff and, you know, understanding the mind more and really just diving, you know, headfirst into communication and really studying that subject. I think a lot of people, especially agents in particular, they look at it as like this big bad wolf. And they’re like, I don’t want to mess with that stuff. I just want to do some social media, put some ads on Facebook and get some people to call me when, when you really look at this whole thing objectively, from the outside, you realize, Hey, no matter how I end up doing business, at the end of the day, I need to have a straight up one on one conversation with a buyer right or a seller and that’s what it boils down to. So all this studying, I knew would ultimately help me dominate at that and if I can, you know, dominate it that they want to go up against these huge teams. I know I have a shot a very good shot at getting that listing or getting That buyer, because I can really, really separate myself at that meeting. So that is kind of something I saw early on that I was trying to tell my peers like, Hey, this is it, but they seem to not, you know, really want to focus on it. And I think that’s ultimately what caused me to do well, then for them to just kind of become a statistic.
Jason Hartman 11:18
Yeah, I think you’re absolutely right. And, you know, it reminds me of I used to sort of classify agents that were still do, you know, into kind of two broad categories. There were the agents that were all into, like the latest and greatest technology tool, the latest and greatest marketing program, and, you know, systems and having a structure for their business and all that kind of stuff. Right. And then there were the other people like you said, you were when you first started, you know, we’re just like, shotgun approach. Get out there. Talk to everybody. And I think the thing is, Brian, that’s interesting about it. The most effective agent, I believe, at least, is both of those things. Yeah. Because I remember it. My first office when I was 19 years old, okay, I was first year of college, and I got my real estate license and, you know, wanted to become an investor and that’s why I got into kind of learn the trade and ended up buying my first rental property in Huntington Beach when I was 20. So that wasn’t bad. There was this guy named Jim he was such a loser, loser. Okay. And you know, the type I’m talking about. He was at my century 21 office and I swear to God, the guy spent half his day every day organizing his briefcase, okay. I kid you not right. And, and he was the type that was always getting ready to get ready and never actually talked to any people. You said, you got to go out and talk to buyers and sellers. That’s when everything that’s when the magic happens, right when you’re talking to people, but there are some winners that are kind of the getting ready to get ready type two, but you just don’t spend too long on it. And they balance it with talking to buyers and sellers because the downside of the person who’s like a massive action shotgun person is that their business always requires a lot of running on the treadmill to sustain it. Like you said, You used to throw away leads that didn’t want to do anything for a couple of months. Right? Those weren’t there. Those weren’t proximate enough for you. Yeah. And so would you agree that, you know, when you you coach, a lot of agents, you’ve got like, 300 agents in your coaching group, I think. And it’s kind of a balance of both of those types of personalities. Right.
Bryan Casella 13:30
Absolutely. And I think that that’s really the key. And you know, when I look at that, you’re absolutely right, I did just kind of massive action shotgun approach, and there was no organization behind it. And even to this day, I know I still need to work with that. But that’s why I’ve grown my team and put the individuals in their places like my assistant to help me with those types of things because I said, hey, that’s not my forte. That’s not my strong point. So in the beginning, it was a rude awakening for me because I was way too much to one side now. On the flip side, what I see nowadays, especially with technology and social media, is I’m finding a lot more people on the opposite end of the spectrum, right? Just want to over analyze, micromanage, and they don’t want to take any action, right? That that next packaged up fancy little marketing plan or whatever it is, is gonna be the answer when in reality, they’re just, hey, we need to get back to the basics. Let’s go talk to buyers. We
Jason Hartman 14:21
got to talk to people, you’re not gonna make any money in front of a computer screen, posting things on Facebook. Okay, that’s not the real estate business. Let’s just inform you right now, folks, that is not the real estate business. But you did it exactly right. Because in the beginning, when when you started, I’m guessing you probably didn’t have any money or much money, right? Most people don’t. And so the best thing to do was to just go take massive action, and use that massive action to fund creating a business creating some systems, spending money on some marketing programs, a team and assistant etc. Right. So so that kind of, you know, Stephen Covey talked about that in the book, The Seven Habits of Highly Effective People. I’m sure you’re familiar with it, it’s great. So it’s the P versus PC balance, production versus production capacity, you got to balance these two things. And that’s, that’s great. That’s great. Yeah, tell us some of the great techniques that you’re covering in your coaching program with our students. I just share that with our listeners a little bit.
Bryan Casella 15:25
Yeah, absolutely. And one thing I want to add to to what you were saying, before I get into that is, you know, the biggest thing that I think I did in the beginning that I believe helped me tremendously was a lot of especially newer agents, or people who aren’t producing all their focus and attention as on what they don’t have and what they lack. And I never focused on that stuff. I looked at youth and being new as an advantage. I said, I got all the energy in the world. I don’t have any bad habits. Yeah. And that really is what steered me towards being able to make adjustments and keeping that fire lit and I think that’s one of the biggest downfalls for a lot of people. They look at what’s missing or what they don’t have, instead of just saying, Hey, I have these things, I’m gonna adopt this perspective on it. And I’m just gonna go out there and make it happen. Because how many stories especially with the people you’ve met and coached of individuals who from the outside in the beginning, everyone’s like, what the hell is that guy doing in real estate? Right? He has no chance. Yeah, and then they end up becoming extremely successful.
Jason Hartman 16:21
Oh, absolutely. Yeah. It can surprise you for sure. Yeah. And, you know, in regards to you know, what I do on my coaching and that kind of stuff, I do focus a lot more on mindset. You know, I do have all the classic techniques, all the sales stuff and all the you can say outer stuff that you need systems database, who to call, how to make the calls, the scripts, what to say all the language patterns and all that stuff. But a lot of it is focused more on kind of what I just said, you know, that internal world because the more I get to know people, the more I see people over time, the more I realize we become our biggest enemies, our own enemies and so many inner wiring that we have Have criss crossed, limited people, you know, like I can meet an individual who I see already has all the potential in the world, but they themselves have been brought up to think that they can’t do anything and deserve to be there. And they don’t have a chance. Right, and they can’t be salesmen. And that stops them. Yeah. And it’s sad. So a lot of my focus is on that, because I feel like that really allows people to unleash more potential, and really take the techniques that we give them, you know, whether it’s on your program, mine or YouTube, or whatever it is, and really take that stuff and use it at level 10 instead of operating at level one. Absolutely. Brian, it’s inner game, right? That’s the inner game. Yeah. So important. People who they’ve got to understand that they are deserving, they have a right to be here, too. They have a right to carve out their place in the market. And we’ve all been surprised at these people that you never thought would have amounted to anything. They had like every disadvantage, and like you said at the start of this, you know, you you can design your own life, you can make your own way. There’s no limit. There’s no cap to what you can do in this business. And we’ve all been so surprised. I remember when I was 24 years old, I sold and everybody thought this was incredible. Of course, the industry has matured a lot since then. But I was at REMAX of Irvine. And I sold 78 properties when I was 24 years old, and you know, adjusted for inflation, that’s like an $800,000 income now, you know, today, right? So everybody thought that was incredible. But now you’ve got these super mega agents, you know, with big teams, I didn’t have a big team, I was just me really, I had an assistant who worked, you know, a few hours a week, you know, doing a couple things. But, you know, now it’s become a more mature industry, like people are treating it like a business. Right. Some are, some are.
Bryan Casella 18:47
You know, I think we’re seeing, I think a bit you know, they would say like the 8020 rule, like 20% of the agents are doing 80% of the business 95 maybe. I think it’s happening now it’s more like 1090 and we’re seeing a bigger gap being wedged between the people who are treating it like a business and taking it to the next level. And then you know, the average person who’s just doing two or three deals a year just scraping by, that’s what I see. But you’re absolutely right because and the interesting part I don’t know if you’ve noticed this, they’ve released this the statistics and the failure rates actually going up. Even though we have all these extra free resources like YouTube and you know, like I look at even my channel I have 1300 videos and probably 1000 are real estate related. And I’m sitting here scratching my head saying, Man, I didn’t have any of this when I started and I made it happen. How can the failure rate go up? This makes no sense but I think a lot of it just has to do with people being so pulled every which way why all these different programs and they don’t just stick to those basics like you brought up Hey, your systems, you know, the P and the PC. Keep it simple.
Jason Hartman 19:49
Right, right. Absolutely. That’s a great point. I gotta ask you before I asked kind of the area I want to close on with you. What is with your crazy attire, I mean, men For the people who are watching the video and not just hearing the audio right now, Brian has this jacket on. It’s like a card deck. And it’s absolutely i mean, you will not miss the guy. Okay, he’ll remember. So tell us about, tell us about that. Is that part of your brand, like so you’re memorable. I mean, give us a little insight into that,
Bryan Casella 20:21
you know, a lot of it has to do with just my development, you know, as an individual, even in my younger days, like I remember being in high school, like dyeing my hair, different colors, like it’s always been a part of me. I just think when I got into the industry, I hadn’t really developed my inner game yet or had that maturity to say, Hey, you know, I need to embrace my individuality and show the world who I am. And I think a lot of it just as I blossomed as an individual, a lot of the real me just started coming out and I think it’s a product of that some people think it’s, well, he’s trying to get attention. But the moment I saw this on the rack, or some of these other things I’m wearing like that my name written all over it. buying it. And the reason I wouldn’t buy it before is because I would have thoughts like, well, what am my parents gonna think? Well, if I post it on Facebook, what are they gonna say? And I’m like, why am I thinking that? Was that the determining factor if I’m gonna get this or not, I’m buying it sure now, and it has become a part of my brand. But I think as people, you know, develop their inner game more things like this just will start to make sense to them in their own way, whatever that is, you know? Yeah,
Jason Hartman 21:24
yeah, good stuff. Good stuff. So any things I haven’t asked you that you want to share with people today?
Bryan Casella 21:31
I mean, this business what we do and the process of growing it has become so over analyze and over complicated people are always looking for something new. Like I even see it on YouTube. Oh, man, all you guys who make content need to make new types of content. Like what else do you want us to talk about right? covered these subjects and on these podcasts and on YouTube so much, you guys need to stop commenting here and go out and work right. That’s what needs to
Jason Hartman 21:56
happen. That’s exactly that’s a great point.
Bryan Casella 21:58
I love it. And I think That’s kind of what the message I want to say is, you know, if you want to get a coach, if you don’t, if you want to do this, just just go out there and start doing, there’s too much of the opposite side, which is, well, I’m going to overanalyze and create this perfect plan for six years. And then I’m going to go out and execute it. That’s not the way it works. You got to get out there and work and apply these things. Because there’s not going to be some new thing coming out in a month or two months or next year. That’s going to magically make everything easy.
Jason Hartman 22:24
Yeah, good point. Good point. Well, okay, so speaking of that, let’s just temper that one for just a second, though. Are there any great tools that you like that you use in your business, any particular software or an app or, you know, any tech, even though we’ve said, don’t focus on this, get to work, go talk to some people, that’s the best technology of all, and of course, YouTube, but anything else that’s like behind the scenes that maybe people wouldn’t see? You use?
Bryan Casella 22:51
simple stuff, you know, we obviously have the software’s like Vulcan seven, you know Cole realty resource that provided phone numbers and leads to expireds and fizz bows, and that kind of stuff. So if you can budget for that, absolutely Mojo, the triple line dialer, I think is a must. Okay? Especially if you’re doing phone prospecting, that’s huge. With XP, we get cavey core, which is a CRM, that’s a front front end, like kind of like a lead generation kind of site that you have. But on the back end, it’s a full CRM, just like Lyon desk would be your top producer or something like that. On the organization side, that I think is key, you can plug in all your leads everybody in your sphere of influence, you have notes, you can set reminders, and that’s simple. Those are I would say, probably the three main staples of that back end systems and technology for us. It’s very simple.
Jason Hartman 23:37
That’s awesome. Good stuff. Well, hey, let’s wrap it up. Brian, first of all, give out your website.
Bryan Casella 23:42
Yeah. Brian casella.com. And also my handles on Instagram and all that. It’s just at Brian Casella,
Jason Hartman 23:47
excellent and closing thought.
Bryan Casella 23:49
Thank you for having me man. It’s refreshing to have just a straight up you know chat like this because I think this is what we need more of not fluff for us getting on here for an hour talking about technology and Hey, this business is simple. Most businesses are simple. Take the basics, learn them, apply them, and over time you’ll
Jason Hartman 24:06
have success. Absolutely great point. Don’t overcomplicate it. All right, everybody, happy selling and much success. Brian Casella. Thanks for joining us,
Bryan Casella 24:14
Jason. Thank you, brother.
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