Welcome to the Real Estate Marketing Podcast.My name is Jerome Lewis.I'm your host for today.The Real Estate Marketing Podcast is a podcast where we talk marketing, tech, business, and leadership.
We talk these things for real estate agents, real estate investors, and real estate entrepreneurs. The Real Estate Marketing Podcast is a podcast that has two purposes.Purpose number one, to educate and inform our audience and listeners.
Purpose number two, Claude, to highlight you, your business, your service, or your product in a way that provides value to you, including market exposure and content creation.With that, we have a very special guest, Claude Diamond.
Meet Claude, the Mentor Diamond.
And I love that opening.That was cool beans.And that's Slick City, man.I love that opening.
I appreciate that.Claude, the Mentor Diamond, an advocate of the Guts Sales Method, great untraditional techniques of sales success.
Frustrated with the traditional corporate roles, despite degrees in business and law, Claude found his calling and mentoring.
Based in California and Colorado, Claude enjoys a fulfilling lifestyle with his family, indulging in skiing, golfing, running, and afternoon naps while working from his home office.
Specializing in lease purchase, real estate sales training and more, Claude believes in the transformative power of mentorship.Connect with Claude directly at 970-281-5151 to discover how he can guide your journey to success.
Claude, I'm excited that you're here.Welcome to the show.
Yay, thanks for having me.This is great.What a privilege.I love sharing to people the journey I had, the rags to riches journey.And in sharing, we can tell the truth today, right?
We can absolutely tell the truth.I'm all about telling the truth.And I would love for you, you mentioned your journey.So tell us your journey and make sure you incorporate the truth when you're telling us your story.
Oh no, I gotta tell the truth.
You gotta tell the truth.It's a requirement here.
People are gonna love me or I'm gonna piss a few people off.The truth of the matter is, and we're getting a little feedback for some reason.Okay, good.
I did what everybody else said to do, go to college, I got a business degree, went to law school, got a doctorate in law, and discovered, did the corporate America thing, the lawyer thing, and I got real estate fever.
Do you remember when you got real estate fever? Yes, and that's when all your friends run away from you because you're so boring because they oh, oh, oh, shit.Here comes Claude.He's going to talk about real estate again.And I went out there.
My wife and I moved from New York City, New Jersey to the Soviet Socialist state of Southern California, San Diego.And I
I had 12 properties through lease purchasing, and I've written books about using options and lease purchase, and I still wasn't making any money, okay?So all the properties, all the work and everything, and I said, what am I doing wrong?
Because I went to every guru, went to every seminar, read all the books.I was doing what everybody else does. And I met my mentor, Max.
And if it's one takeaway, one of the takeaways from today, find somebody who's doing business honestly, ethically, and is unbelievably successful.
And so my millionaire mentor, Max, he'd get on the phone, and he'd make more money in one phone call than I'd make in a whole year in a corporate job with a law degree. And I said, wow, how did you do this?And he says, I don't know.I just do it.
He was a natural.He'd get on the phone.And another takeaway from today is sales is the million dollar skill.I think we're getting bogged down with too much technology, too much automation.
I think, uh, bottom line, most of your listeners are in real estate, right, Jerome?
Yeah.Okay.And in real estate, I'll tell you right now, you've got to talk to people. You've got to speak to people one-on-one, and you've got to use the psychology of persuasion.
And that's why I invented GUTS, Great Untraditional Unorthodox Techniques of Sales.And I learned that from my mentor.I kind of took everything he was doing.I was his gopher.
And I studied all the different aspects of psychological persuasion and acting.We put psychology and thespian acting together.
And so when I speak to people on the phone, one-on-one, my chances of closing, of getting a contract, getting a deal, are through the roof. You can most people today.Here's where I'm going to get in the trouble Jerome.
Okay, get ready on the mute button.I think most people today are getting guru bullshit. You can automate everything.You have to hire this team, this acquisition manager.You've got to get a VA.
You've got to get those nice ladies in the Philippines making all those phone calls.You've got to buy lists and things like that.
I became a self-made millionaire by giving good phone, by talking to people, learning how to ask questions, and using the three steps of the gut sales system. That was a long opener.I'm sorry.
It was long, but it was necessary.And I appreciate you telling the truth.So there were a few things that jumped out to me.But one of the things that jumped out to me when you said was telling the truth.
And I'm going to share with my audience really quickly. I was getting ready, like I film and I write books.I do some of the same stuff that you do.So I'm filming like a video and I'm getting ready to launch a new book.
And I don't know what the title is yet, but the book is all about the truths, like the truths that you need to know about real estate.And then you popped on and I'm like, Oh shoot, I forgot.I got my interview with Claude.
But one of the things that I said within there and telling the truth was like, None of this stuff matters.The VA, it doesn't matter as much as people make it matter.You still have to have that conversation and you still have to have that phone call.
So we have the active role play group.We meet every morning at 7 a.m.and we do role play and people come in and question this, question that, question this.
And the bottom line, the scripts, okay, that stuff is relevant in a way, but you still ultimately have to talk to people.
I have something called, good point, I have something called the Rule of Five with my students.I have over 200 students right now that I mentor one-on-one only.I don't hand them off to anybody.They're in 20, I think 26 different countries now.
I love sharing, showing people
If it worked for me I'm nobody special, but if you have a system that works three simple steps of the gut system agenda qualification close or commitment to close, and you learn how to ask questions like a doctor, and you learn familiarity you learn.
how to get people to know, like, and trust you, okay?My mentor could get on the phone and engage people in a conversation.
I think so many people out there get into real estate, and I met a lot of these people, I speak at real estate clubs and national conventions and stuff, and these are good people, they're honest, they're hardworking, they just wanna put food on the table, and they're getting this nonsense about that they don't have to have the sales skills.
Okay, and the rule of five says you speak to five people every day.You make five offers every day.You leave five voicemail, gut style, voicemails every day.You post five social media every day.And I forget the, what's the other one.
But you gotta, if you could speak to people.We don't know in this society, with texting and email and delegating and chat, GPI or whatever it is, whatever it is, and I'm not a Ludo, man, I love technology, I do.
But how do you make money today, Jerome?Somebody out there has a problem in real estate.They're a buyer, a seller, an investor.Are you speaking to them?Are you making them an offer?Are you giving them solutions?
And do you know how to initiate a conversation with them where they give it?See, the beautiful thing about the gut sales method, tell me if I'm talking too much, okay?
The beautiful thing about the gut sales method is it turn.This is big people.If you're taking notes, it turns prospect into the salesperson. Can you imagine that?They do all the work.See, most people call up and they do the same old boring scripts.
Scripts are caca in my world.They're garbage, okay?Because they all sound the same.What's the rejection rate from people who make phone calls, even with appointments?It's in the 90s, okay?So how do you get somebody
to stay on the phone, to share information.How do you turn that prospect and you become the doctor and they become the patient?And if you can have one, two, three, up to five good conversations a day, Okay.And make offers every day.
Guess what happens to your business?That's okay.That would be 25 people a week, 25 offers, 25 follow-ups, whatever you want to break it down.You've got to have a system where you know what to say, how to say it, how to engage people.
And the prospect will tell you where it hurts, where the problem or the pain is, where the issue is. They'll qualify themselves, they'll tell you how much money they have, how much they owe, how they make decisions, what's their time frame.
They'll give you everything you want if you know how to speak to them.That's why I opened with, you gotta give good phone.You wanna become a millionaire and make as much money as you want in life?
Okay, you've gotta do what your competition is unwilling to do, speak to people.
Thank you for sharing that.One of the things that I I didn't like what you're saying, like I learned about marketing and I was like, oh, shoot, I got to like learn how to have conversations and talk to people, too.Like this is part of the process.
And that's one of my like I guess I have a chip on my shoulder about certain just like you, like guru, like I'm getting grew it out.Like he's not telling us it requires this one thing and just tell us what the truth like.It requires these things.
There's several things involved and sales was one of those things. One of the things that I saw, like I met you at Bill Tann's event, you were speaking.
And one of the things I appreciated about your presentation is that it was engaging and there was a role play aspect.It wasn't just teach, teach, teach, teach, teach.So one of the things which I know you'll be comfortable with is
I would love to role play a situation or a scenario.You call me, I'm a seller, I'm in some kind of pain.
I don't know what kind of pain I'm in yet, but let's role play it so we can give the audience an example of what this looks like as a... Okay, are you a cold call, a warm call, a follow up, a hot lead, a scheduled call?
You wanna make it hard, a cold call?
Yeah, hi.Is this Mr. Jerome?
This is Claude Diamond.Sorry it took me so long to get back to you.How can I help you?
I don't even know, Claude.I don't even know why you're calling me.
Is this 1-2-3, Jerome Lewis, 1-2-3-4-5-6-7?Yeah, this is me.
I got your name on my notebook here with a phone number.You know how you move that post-it, that thing from one side of the desk to the other?This isn't about real estate, is it, Mr. Lewis?
Actually, it might be, I'm not sure.I do have like a real estate problem I might need solved.
I'm sorry.I'm so embarrassed.I don't know what this call is even about.So you have something for sale or you're looking to buy or invest?Help me out, would you?
I've got something for sale, but I'm like, I'm going through something.I don't know how many details I'm going to share, but... Did I ask any?No.
Oh, okay.You don't want to sell it today, right? Maybe, I might be open to that.Is that maybe yes or maybe no?You're the owner, right?
I am the owner, so maybe yes, probably.
Why should I buy your property today?
Could you say that again?
Why should I buy your property today?
I don't know.I'm not sure.
Is it a land?Is it a house?Okay, off the role play for a minute here.I'm having a lot of, you can tell, I'm having a lot of fun.And basically I'm feigning ignorance.I'm apologizing.I'm sorry it took me so long to get back to you.
This is what we call a pattern interrupt.By the way, I have a great mind map.Can they see my phone number down here?
They can't see your phone number.Tell us about the mind map.
Yeah, yeah.I have a pattern interrupt mind map, which I just did.Hi.Hello.How can I help you?Hello.I'm sorry it took me so long to get back to you.
These are openers to get the prospect off balance and get them out of that hard, defensive, snippy rejection mode that everybody else experiences.
And if anybody wants it to go, I love mind maps and my mind maps have notes and outlines together and your audience there There's are they as attractive and as good-looking and as smart as you are.
No, they're they're even better than I am They're even
It's something else I teach.It's called stroking and nurturing and empathy.What are they thinking?
And when I, by the way, it's for any, seriously, anybody, 619-206-5960, send me a text, say, I love Jerome, and I want the mind map, and I'll send the mind map.I'll send them all a gut sales book, all for free.
I have built my business by not asking, but by giving, all the time giving.And what I want people to recognize is my mission in life is to have people have the success they deserve.
They're good people, they work so hard, but they're getting the wrong information, Jerome, and it pisses me off. You've got to take responsibility for your business.What does that mean?
Most of the people that I know, that you know, I think, are, what do you call them, solopreneurs, right?
And a solopreneur means you have to take responsibility for your business.What does that mean?Give good phone.Talk to people.Dude, I do.I have no employment.I run a multimillion dollar company.OK, I am debt free.I am mortgage free.
I live in North Carolina and Colorado and San Diego.I have no debt.My kids, Kyle, when they got out of college, they it was paid for and everything.I work with my wife.OK.
And the thing is, no employees, low overhead, high profits in our real estate and in our coaching and mentoring and product sales, all these different streams of income.For one reason, I talk to people.
Every day I talk to a few people and God bless them if they say no.In fact, incorporated into my system, Jerome, is please fire me. Okay, and I love doing the role plays.By the way, that's the way I teach my students in groups.
We do a group training every Monday and I do private training 15 to 30 minutes every week with my and I said, give me the worst stall objection anything.And what I just did with you a minute ago, it was basically
You know, what are the amateur people who, they have an appointment set up for them by their VA or whatever, or they cold call on Zillow or the MLS or whatever.What do they sound like, Jerome, when they call people?
They sound scripted and robotic.They sound the same.
Yeah, and the rejection rate.Tell me if I'm exaggerating.I think the rejection rate for most people is 98, 99%.
I don't think you're exaggerating.
I think I think they get that sweet little blue haired lady down in Florida or something who's lonely and wants to talk to him.OK, so what isn't that the definition of insanity, Jerome?Doing the same thing over and over again, and it doesn't work.
So let's do something different.Let's be creative. Let's be inventive.I got this idea, you know, we travel a lot and sometimes, my favorite home is in Colorado, Winter Park, Colorado.We live up there at 9,200 feet above sea level.
And we're gone four or five months a year.And when we come back, we'll go to the supermarket or something like that.And someone will come up to me and say, Claude Diamond, how are you?I haven't seen, how's the family?
I don't know, Jerome, I don't know who the hell they are. You ever been in that situation?I have.Yeah.And it's like, oh my God, what do you think I do when these people come up to me and they're talking and they act like they know me?
I'm not sure.Claude, it's great to see you.How are you?
Oh, I'm fine.I'm fine.And inside I'm going, who the F are they?
And I go along to get along because I don't want to embarrass myself until a brain cell kicks in or my wife comes down the aisle with a carriage and says, don't you remember we had dinner with them last Christmas or something?Oh, OK.
She has a much better memory than me. So here's the point when most people I think are good.I have rose colored glasses Okay, and I think most people are decent but when you you're an uninvited guest and you call them up.
Hi, Mr. Lewis This is your lucky day Let me tell you about the price goes up on Friday and we have new aluminum siding and and we're doing a test market in your neighborhood click They hung up on you or take me off your list, right?
So why are you gonna approach people with those scripts, with that schlocky sales stuff?Why don't you use something like, you sound like you know them and you're approaching them to open the door at least.
My best, here's one, let's do another role play, ring, ring.Hello.Hi, Mr. Lewis, that property's sold by now, isn't it?
No, it's actually not sold, I still have it.
Would you like to sell it today?
My name's Claude Diamond.I love that neighborhood.I want to just ask you two, three quick questions.You ask me a couple and I'll make an offer.And if we can do business, great.And if not, you can tell me to get lost.
You don't have to say you'll think about it or anything else.Just I'll make an offer, either price or terms, whatever you want.
I would love to do that.Let's make it happen.
You're a gentleman, sir.Thank you.Boom.I'm in the door.What did I say?What's the magic word to someone who's trying to sell a home?Offer. I'd like to make you an offer today.
How many people do you think open in the first five seconds with the word offer?
I do.I do.All right.You know, these are pattern interrupts.You've got to learn.How do you engage?I send my students out.I want you to go to a Walmart and talk to the what do you call the guy in the front, the greeter.
Jerome, could you go to the Walmart and just talk to a stranger in the aisle or talk to a greeter or talk to the lady with a shopping cart in front of you?Could you engage people?We've lost the skill.Can you do that?
I can, but I worked on that skill over the years.It's something that I picked up, yeah.
You remember that guy in high school, the ugly guy, but he always had a pretty girlfriend?How did he do that? He kept talking, he kept engaging until somebody finally said, yes, you've got to learn to initiate conversation.
People will not, we're all raised not to talk to strangers, right?At least my mom, your mom did the same thing, right?Don't talk to strangers.
But when we grow up in the big bad world and we want to sell our products, services, real estate, coaching, whatever, we better initiate conversations with people.And then what's the doctor do?You're my doctor.
You just came into the examination room, you got that little clipboard and the white jacket with the stethoscope, and you see me sitting there with that gown with the opening in the back, okay?
I asked you, um, what's going on?I will ask you questions to give you a prescription.Okay.What's going on?Where are you in pain?What are you experiencing, Claude?
Well, thank you, doctor.Thanks for seeing me.You know, my, I'm a bricklayer and all of a sudden my neck's starting to hurt and I've been taking a lot of Tylenol and, um, uh, that's why I came in to see you today, Dr. Lewis.
Okay.All right.I have some recommendations.Would you be open to that?I can make you a prescription.
Yeah.Oh, aren't you going to examine me a little bit first?
You're going to take my blood pressure.You're going to poke around with that cold stethoscope and, and stuff like that.Right.Do you think I mind that you asked me questions and you're poking me and things like that?
I don't mind.Why?Because you're removing my pain.Our prospects out there have a need or greed.They have problems.They have issues.We have to approach them as the doctor of real estate or whatever we're selling.Right.
And say, you know, so when someone's selling a property, what's music to their ears?Hey, I'd like to make an offer. But I need to know more about your property.Can I ask you two, three questions?
You ask me two or three, and we'll make a decision if we can do business or you can tell me to get lost.You can fire me.That's an agenda step.Then we go to the next step, like a little staircase.The next step is the qualification.
What's their motivation?Are they a one, a five, or a 10? Okay.We call that the EQ, the emotional quotient.What's their financial situation?Okay.How much do they owe on their mortgage?What's their timeframe?
Do they want to get the money or sell the property or buy the property today, next week, a year from now or never?How do they make decisions in this situation?
Is it part of a corporation, a partnership, a significant other, or are we dealing with a solopreneur?So we need to qualify them right away. And then we have the commitment to close.I close people, my word of honor, I close people in one phone call.
Or I get off in one phone call and I have a ton of fun on the way to the bank.
Thank you for sharing that.
I thought this guy would never take a breath.Wow.
Yeah, I was.So here's what I've been trying to get to what I've been thinking about.You mentioned like one of the things that I love to talk about here is books.You mentioned you publish how many books?
I've written nine books.Three of them are. Three of them are on real estate, my favorite subject lease purchasing options, which was my strategy.One of them I just wrote the end of last year on marketing, attraction marketing.
I get all the leads I want, by the way.I only work with warm leads and the prospects come to me and schedule with me almost every day.Guess how much I spend?
Yes. I attract people.I don't chase them.I don't want to bother people.Aren't we sick of people calling at dinner time in the middle of our meatloaf and mashed potato dinner?And then the phone rings and someone, an uninvited guest is selling.
I wrote a book on marketing I've been doing for years, attracting people.People who have a pain or problem come to me and I use incentives and different things. Another another podcast another time.I'll be glad to talk about that.
Yeah, I was gonna make you that offer
Anytime.My pleasure.It's my pleasure.And then the rest of my books are on sales.The Million Dollar Skill.Over Your Shoulder there is my first book.The Mentor teaches the gut sales method.It's a business novel about this guy.He can't sell.
He can't sleep at night.His wife is stressing out with the bills and everything.He works for a company and he's the worst salesman in the company. He meets the best and he meets the mentor who teaches him how to sell.
It's a rags to riches story, a Horatio Alger story, if you've ever heard of that.And he teaches them the simple gut sales method.And literally in 30 days or less, that's what I promised my mentees.Give me 30 days.
And if you listen to me and you learn to give good phone, I will show you how to make as much money as you want.If you have a good, honest product or service, I guarantee it.I'll put it in writing.In fact, I'll guarantee it.
Thank you, I appreciate you sharing that.Tell us how we can get a hold of some of these books.
Um, they can go to my web page, Claude diamond.com my name right down there if they want some of them or the pattern interrupt mind map or the guts sales mind map for free.Just send me a text says I love Jerome.And tell me what you'd like.
I'll send it to you for free.Why am I doing that?By the way?Let's let's turn that around.Let's be real obvious here.Let's be real transparent like the kids.Why am I doing this?Why do I give all this shit away for free?
to provide value so people can come to you?
The second answer, keep going.
So people can come to you, attraction marketing.
Yeah, no one woke up.Did anyone wake up this morning and say, gee, oh, I want to call Claude and Jerome Lewis and give them a shitload of money.Did anyone ever say that?No.Darn it.OK, so we have to earn their trust.We have to give them value.
I want them to watch my videos on YouTube, go to my web page, get stuff for free and read my books and things like that so that they say, hey, maybe this guy's got something here. Maybe this is it.You've got to earn people's respect and trust.
You can't just say, give me, give me, trust me, trust me.That's guru nonsense.
Thank you.So I know this is, I know I asked this before, but I like, I just like for my guests to, you know, share.And I like, sometimes I like exact call to actions.How do we get in touch with you, Claude?Like you got a phone number down there.
Yeah.ClaudeDiamond.com is my webpage.619-206-5960.Send me a text.I'll send you free books and mind maps or go to my webpage.I have packages and things like that. on the gut sales method or schedule with me on my webpage, claudediamond.com.
Anybody can schedule with me for a free 15 minutes and ask me questions or a couple role plays.I can help them, you know, give them my opinion on contracts and stuff.I'm a recovering attorney.Okay.
I don't practice, but I, you know, I studied law for four and a half years. It's a great business, but you've got to be superb in your ability to communicate with people.And we've lost this skill.
You cannot substitute texting and email and all the other things.There's value in these things.Absolutely.They're great communication tools and everything.But you know what? It's a competitive world, Jerome.
How do you stand out in a world of a lot of competition?There are people who spend $50,000 a month on marketing and have a room full of telephone people and all that other stuff.
How does one guy on the kitchen table create a million dollar business against all that competition?What do I do different from all those other people out there?
You're having those conversations.
I talk to people.Hey, what is your biggest challenge, sir?What is your problem, sir?What do you need from me in order to sell that property, sell this property today?
I can give you the price if you want to discount it, or if you want full price, I'll give you terms.Or if you need help, I can coach you or consult with you and show you how to sell this home in the next 30 days.
Tell me what you'd like from me today, sir, or tell me to get lost. who's, you've got to stay in control and not be subservient to the prospect.Is the doctor, the doctor will let the patient write the prescription?No, no, you've got to be assertive.
You've got to show, you've got to show your expertise.You've got to understand the psychology, the empathy of how other people think and feel.And if you practice and you learn a system, three little steps,
and you learn a system and you practice in your role play, like a little bit like we did today, you cannot help but succeed.You deserve to succeed.
Thank you for sharing that, Claude.I heard you mention YouTube and I've been on your YouTube channel.Can you tell the audience a little bit about how we can access your YouTube channel and what goes on over there?
Just go into YouTube and type in Claude Diamond.I have over 2,000 videos on sales, on real estate, kind of, I share everything.Okay.I just share everything.I, you know, I don't hold back a thing on it.
And a lot of people want, I do mentor people one-on-one.I guarantee success to my students if they listen.Okay.It's an accountable relationship. Okay.
And the thing about it is, and the thing about it is, uh, get yourself, you know, you need three things to succeed.You need a strategy.Most of your clients, most of your listeners are in real estate, correct?
Okay.So you need up.What, what is your real estate's a vast area?Okay.Are you doing storage centers?Are you doing residential, commercial, whatever?I always loved residential in land.Okay.
And so you've got to pick a strategy that you're comfortable with.Number two, you've got to do marketing.You need people to talk to.
But do you want to waste hours and tens of thousands of dollars talking to people who don't know who you are and don't want to speak to you?You've got to do smart attraction marketing.That's part of Guts System 2.
Number three, you've got to be persuasive. the world's greatest salesperson.When you're on the phone, you have to learn how to engage people, how to nurture them, how to get them to participate and wanna talk to you, how to know, like, and trust.
You don't meet somebody and you just click with them right away.You have the same background, you grew up in the same place, you read the same book, watched the same movie.Do you think, my mentor was charismatic.
He could talk to peeling wallpaper for 15 minutes. Okay, and some people have that gift me.
I was the chicken shit who always sat in the back of the room Okay, I had to learn how to how to how to just Speak to people in such a way that they felt comfortable.
They shared information I made him an offer and I invited them to fire me and say no and guess what some people say yes, I
Thank you for sharing that.Claude, I want to get you out of here.I know you got a meeting after this.If you could close this down with one word, no explanation, what word would that be?
One word, one word.I have a word that I teach my students.It's called the million dollar word.That one word is imagine.
Sales is hypnotic.When you use the word imagine for a moment, you're you're you're putting an image in their mind.Hey, Jerome, imagine for a moment you and your your beautiful family are in this new house.The fireplace is going to cold, windy night.
I'm saying this in June and it's 90 degrees outside.And the smells are coming from the kitchen, the roast and everything.
And you and your significant other are sitting there in the comfort without quilt on and you're snuggling and you're drinking a nice bottle of wine.Can you see that?Can you imagine that for a moment?What should we do next?
That's it, that's gut selling.
Thank you, Claude.I appreciate you audience.He did give us an explanation on his one word, but we will accept it.Claude, thank you so much.I appreciate your time today.
I'm sorry.I didn't have anything to talk about today.
No, no, no.You were, you were excellent.Thank you so much for today.Take care.Thank you.All right.
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