Episode Transcript
[00:00:00] Speaker A: Hey guys.
[00:00:00] Speaker B: Hey everybody. Welcome to Eddie Kennedy Podcast. I hit the start button, then I went and shut my door and there's a little delay, but that's okay, that's okay. We are a high quality production here. We don't mess around. Ed, what's going on, man? Happy New Year.
[00:00:13] Speaker A: Hey, this is a sign of what 2026 is going to be like. Just like, oh, he disappeared. Time for me to take over, baby. Let's go.
[00:00:21] Speaker B: You were ready. You were ready. I didn't even have to ask. You know, you knew the job. If you had to do it, you would do it.
[00:00:27] Speaker A: No, dude, I'd be taking, I'd be taking loan applications by 238. Now that would be completely illegal. But my favorite, my favorite color is gray. So we'll just let it ride for a little.
[00:00:39] Speaker B: There you go.
Yeah. Hey man, so, so you, you kicked off our conversation here today with a pretty hot take and I thought, hey man, let's run with it. And I think you're right about it all. So let's get into it. But what, what was it that you said that 80% of the real estate agents out there should do to make money in 2026?
[00:01:00] Speaker A: Yeah, you know, I thought long and hard. And this comes with 22 years plus of experience, 23 years of recovery, being a crew member with Anthony Robbins, being a founding member of the John Maxwell team, and that is that without any doubt. Through all of that, 80% of the agent base should have an only fans page.
[00:01:27] Speaker B: That's the, that's the route, huh? That, that's, that's where they need to go if they want to make any money.
[00:01:32] Speaker A: That's it. And we'll catch you next week. Folks.
Here is, and this is.
Man. You know, part of me wants to say I don't want to sound like a hard ass, but I'm going to sound like a hard ass.
[00:01:47] Speaker B: Yeah.
[00:01:48] Speaker A: It's January 2, 2026.
A couple days ago there were thoughts, post declarations, new Year, new me.
This is my word for 2026.
This year is going to be different.
This is my year.
If by yesterday.
You didn't make any moves towards that goal or changing or developing something new there, the chance of you excelling dropped to 50%.
It's 238 on the 2nd.
If by 6 o' clock tonight you haven't done anything, you've got about a 20 chance because you're just, you're just not moving, you're not changing. They're just words, they're Just words and it's fraudulent and I've been there and it hurts our soul, it's crushes our self esteem, you know, and, and all kidding aside, it's like until it's true, you know, it just, it just.
When we lock it in, when we make a declaration, then take immediate action, everything wires and fires together and your cells are like, oh, they're serious. The universe, it's like, oh, they're serious. The vibration that comes off of you is, oh, they're serious.
If we make those declarations and all the posts and we don't do anything inside, we know we're lying to ourselves. It's no joke.
[00:03:59] Speaker B: Yeah.
[00:04:01] Speaker A: So the good news is you've got three and a half hours listeners if you want four or five things to do today.
In fact, if you're listening to this, at the minimum, you're engaged in what you want to do this year, what you. And it may be something personal, it may not even be real estate related.
But man, I'll tell you the hardest.
[00:04:32] Speaker B: Part about all these, these, these resolutions and things like that. You know, it's, it's no different. It's the dopamine you get from saying, I'm going to do this. It feels really, really good to say that.
And, and that's all. People get that little hit. And then, you know, then it wears off without discipline. Like my first coach used to say, discipline is doing what you say you're going to do. After the high of saying you're going to do it wears off.
And, and discipline is boring. Discipline is consistency. Discipline is not sexy. It's just, it's it. But, but you have to be consistent. You have to, you have to stay the course.
Most people don't realize that accomplishing great things starts with becoming the person capable of accomplishing those things.
It's not, you know, you have to actually change who you are to accomplish great things.
And I think that we've had this conversation before with identity. When, when something threatens someone's identity, they push it away.
And becoming a different version of yourself is without a doubt threatening, threatening to your identity. It's a destruction, in fact, of your identity. But that's what's necessary.
I think when people, if they just know that that's what's going on in their head and they recognize it, okay, all this discomfort I'm feeling, all this fear, all this anxiety, all this, you know, insecurity, these are all just byproducts of my identity being under attack.
And you have to recognize it's okay. That, that's, that's what you want, especially when it comes to achieving great things.
[00:06:20] Speaker A: So 23 years ago, right now, I was near death, literally from drugs and alcohol. Right. And what the. The way that we can relate this to business and excelling and I'll get into living up to your full potential is the first thing I changed was the people that I hung out with and the new people that I hung out with.
I listened to people who were clean and sober, which goes completely against my rebellious. Seriously, my rebellious DNA. I don't listen to anybody.
And that's not being a jerk. That's just the way I'm wired. I want to do it my way, I'm going to blaze my own path, blah, blah, blah. But I listened to them and here I am 23 years later and the first thing I would say for anyone is put your ego aside. Now I'm not saying this to coach with me.
First thing to do, hire a coach.
Even if. And it's. That's somebody you pay for. It's not your broker.
It's not someone who has to be nice to you or you might leave their office. This is somebody not with your.
[00:07:39] Speaker B: Not your spouse and not your. Yeah. Not a friend like you want.
[00:07:44] Speaker A: If, if you. If your budget, because we all can afford it if we want it. But if your budget doesn't allow weekly or monthly, do it quarterly.
Right. That I promise you that is the best investment you will ever, ever, ever, ever make in your business, in yourself. Takes a lot of courage.
But what I have found is coaches help me get and stay aligned in my strength zone.
[00:08:20] Speaker B: You have a coach?
[00:08:21] Speaker A: Yep, always.
I, I have multiple, you know, business coaches, spiritual coaches, mentors and gosh, they, the thing that they do for me, that I do for others is pick out blind spots.
It's that like self correcting thing.
So I can look at something like literally, let's call it, where are we?
Five years ago, coaching Mike Cianci, he was already doing great.
We would get together and I would listen to his listing, how he would go about a listing appointment. And I would change one word, one millimeter.
I would change his posture.
I would help rec. I would help him recognize this state that he was in when he knocked on the door.
Little micro adjustments that led to something huge. I just reached out to, you know, the rookie of the year in Chester County.
These little things that people like me are trained to do. Sam Walls 100 open house in 100 days. I think he did 12 million, right. Kids on fire.
I'M scrolling through social media and I look at his headshot, and his headshot is this.
He's standing like this.
[00:10:00] Speaker B: It's the authority. It's the authority position.
[00:10:05] Speaker A: So here's, here's what I sent him.
Yo, Sam, congrats on an amazing year. Because I'm a psycho when it comes to certain messages that we send with our body language. I'm going to suggest that you do a different marketing shot with your arms uncrossed.
Arms crossed is a symbol of not being trusted. Or trusting. Hope you don't mind me interjecting. Keep up the great work, brother. And I'm here to always, always sharpen up a few edges here and there. He responds, I agree.
Going to schedule new headshot with Virtual Vista.
If I'm 21 years old and some guy that I met, I'm gonna be like, hey, dude, I'm gonna cross your arms. I'm gonna break them too.
Right?
But that's, that shows me he's coachable.
[00:11:01] Speaker B: Yeah, yeah, and you will.
[00:11:02] Speaker A: You gotta stay coachable.
[00:11:04] Speaker B: You gotta put your ego aside. You gotta, you gotta listen. You have to trust that, you know, you don't know what you don't know. And, and you, you know the old saying, a fish can't water, right?
So you have to have that outside perspective.
[00:11:19] Speaker A: Here's the question that I said. You said, I can't wait to hear it. Remember I said I've got this incredible question.
[00:11:24] Speaker B: Yes.
[00:11:27] Speaker A: What percentage of your full potential do you want to have?
What percentage of your full potential do you want to have?
[00:11:42] Speaker B: It's the loaded question.
[00:11:44] Speaker A: Now the easy answer is a hundred.
And I thought about this with like my fitness and wellness, but the reality is I don't want 100 of my full potential. Because if I do that, that means I have to count my macros, my micros.
I have to do a certain regimen of training three hours a day.
[00:12:21] Speaker B: You have to say no to a.
[00:12:22] Speaker A: Lot of stuff, blah, blah, blah. I don't. That's my, my full potential would be being in the Masters division of the CrossFit Games, being one of the best athletes in the world. I don't want my full potential there.
Cool. With like 85%.
And I'm okay with that. So if somebody were to say in real estate, a hundred percent, I'm gonna say, great.
I'm sending you an 18 month contract to coach with me or to coach with Sky Michaels or to coach with Jeff Quinton or whoever their fit is.
We're going to go over your marketing plan. We're going to put this into play. We're going to put this into play. This is what time you have to go to bed for the next 90 days. You're going to cut out alcohol.
If any of that is, whoa, wait a minute, then it's not a hun. You're not, you're not looking to get 100% of your full, your full potential.
[00:13:24] Speaker B: But how powerful is it that you recognize that in yourself?
Because we call it the wanting willing gap. Here's what you want, here's what you're willing to do to get it. The bigger that gap, the less likely you're going to achieve what you want to achieve, you know, so you have to decide, am I going to be willing to do more? Or like you said, maybe I need to reevaluate what I want, what I really want. And that helps, it helps give clarity and helps you stay in, in alignment with your integrity. To say I want to be the number one CrossFit person in the world and not do what's necessary to achieve it.
You literally are living a life with a lack of integrity. And you, you, you, you live with the discomfort of that lack of integrity. And it's only because you didn't really think through what it is you want, right? And what you're willing to do to get there.
Man, that's powerful stuff to recognize that everything starts with that desire. But you have to really look at it and say, is this what I really want?
[00:14:35] Speaker A: Yeah, yeah. And that, you know, if we just look at numbers and I know you and I talk about this a lot with, come on man, like in your opinion, Ken, what do you think if someone, if a real estate agent was willing to commit to being 80% of their full potential?
Right? Let's, let's recognize what full 100% of full potential is. Now if I asked him, he'd be like, oh dude, I'm not as committed as you think. But well, we always bring him up, Mike Sciencey. He's up at 3:45 in the morning. He works out at 5 at CrossFit. He's not walking on a treadmill reading a book.
He's brutalizing his body, right?
Staff meetings, team meetings. Right away gets into lead generation marketing. He's an expert in his area, knows the market is what he calls a sniper with pricing homes, right?
That's 100% and that's why he did 77 million as a single agent in the last 12 months.
But let's say somebody wants to goes, I'm not getting up at 345. All right, how about 80%?
Now if an agent said that they are what they want, 80, 80% of their full potential, how many homes do you think that would be?
If you were to align it with, and I know I'm putting you on the spot.
Align it with how many homes? What? A real estate agent that says I'm willing to commit to being 80% of my full potential, how many homes would you equate that to being sold a year?
Don't compare it to Mike.
[00:16:37] Speaker B: No, no, no, no. But it's so, so what, what each person's full potential is.
I, I, the best way I could answer this, Ed, is if you put in 80% effort into it, you would sell 50 homes a year. Yeah.
And most people are putting about 10%, 15% effort in.
And their commitment levels, they, they don't get up early, they don't exercise and take care of their body. They don't eat right. They don't abstain from alcohol.
They don't, they don't have polished marketing plans. They don't have a calendar that they follow.
[00:17:25] Speaker A: So I want to sit on this for a second.
You really know what you're talking about.
So if an agent is willing to commit to being 80% of their full potential and they sell 50 homes, and I think that's very accurate, what that means is an agent that commits to hitting their full potential at 50%.
[00:17:53] Speaker B: Should.
[00:17:53] Speaker A: Sell about, let's say, 30 homes.
[00:17:55] Speaker B: Sure.
[00:17:59] Speaker A: Average sale price, 500,000.
That's 15 million in production.
So what, what agents, and I'm going to be a little bit in their face right now.
A full time real estate agent that is selling.
I'm even going to give them a break here. Less than 18 homes a year.
You're just lying.
[00:18:30] Speaker B: Which is a lot of them, which is a ton.
[00:18:33] Speaker A: Oh, it's probably 90% easy, maybe even 95%.
You're just not, maybe. I'm going to give them the benefit of the doubt. They may not know what they don't know, but this is, this is proof in the pudding right here, man. Like, holy crap.
Like for an agent to make a hundred grand a year, which is a, a nice chunk of change.
[00:19:05] Speaker B: Sure.
[00:19:07] Speaker A: They only, in our areas, in our markets, they only have to sell 12 homes a year.
It's one a month.
[00:19:21] Speaker B: You, you, you said earlier, and I love the analogy of a professional. Like, what's a professional?
Are you a professional? Are you an amateur?
And there are an awful lot of loan officers and an awful lot of real estate agents out there that get paid, but they're amateurs.
They're amateurs.
You look at sports, if you want to be paid like a professional athlete, you have to do what professional athletes do. And most people realize in middle school they're not willing to do what professional athlete athletes do. Then some get to high school and like, they're not willing to do what professional athletes do. And some of them even get to college and decide, I'm not. They're not willing to do what professional athletes do.
You have, like you said, you have to be honest with yourself. If you want to be a professional, you have to be willing to do what professionals do. So let's talk about that for a minute.
What does that look like? What does a professional real estate agent look like, in your opinion?
[00:20:33] Speaker A: Number one. And I don't care where it is. I don't care if it's on your phone. I don't care if it's written down.
A sphere of influence, a people list, a database, call it whatever you want.
Of 200 people, that's number one.
Number two, take me through the agreement of sale.
Number three, tell me what the average days on market and average sale price is in your market.
[00:21:13] Speaker B: Your head. You should know that number.
[00:21:15] Speaker A: No doubt.
[00:21:16] Speaker B: Okay.
[00:21:17] Speaker A: Yep, no doubt.
I should be able to. You should be able to answer.
It's the day before settlement, and it snows, and then there's a thaw and there's four inches of rain.
And.
The house that your clients were settling on the next day gets 4ft of water in the basement.
What are their options?
[00:21:59] Speaker B: What about so. So understanding the metrics, knowing your market inside and out, knowing how to navigate challenges in transaction. I mean, these are all pretty, pretty obvious.
What are, what are some of the things that people might not know that they need to be doing in order to be considered a professional?
[00:22:29] Speaker A: The, the first thing, and I hate to oversimplify it, but is to thine own self be true.
Number one, know your. Know your natural strengths, man. I'll tell you, you know, I got licensed, And my first four months, I did become an expert in the agreement of sale, But I sold one house and got fired from the team that I was on.
And the next nine months, I did 9 million in business. In 2005, my average sale price was 404.
[00:23:11] Speaker B: It's pretty good for 2005, brother.
[00:23:13] Speaker A: Yeah, how about that, right?
I.
I got connected to Brian Buffini and realized, oh, wait a minute, I can just be myself and talk to people.
Parents at my little league game.
And say, hey, Ken, great. Great coaching your son today, man. Look, I'm looking to set a record in real estate sales, and I need your help.
Here's my cards. I'm going to send you and your wife 10 cards a month. All I'm going to ask you to do is pass them out. You hear anything real estate related, say, highly recommend. Your first conversation is with my friend Ed Fordyce.
He's the only name you need to know in real estate. Dude, that was 20 years ago, and I still have it tattooed in my brain.
[00:24:01] Speaker B: You read this?
The Big Leap.
[00:24:05] Speaker A: That looks really familiar. I know. I bought it, but I think my ADD kicked in and I put it down.
[00:24:14] Speaker B: There's a. There's a. A big.
A big part of this book is the. The. What the author calls your zone of genius.
You know, and I guess it was. I'm gonna misquote it probably, but Einstein said that you would think if you asked a fish to climb a tree, you'd think it was stupid, right? And most people don't know. They don't even know what their natural strengths are. Again, that's where coaching comes in.
A coach can evaluate you can. Can help you uncover. Okay, this is what you're really good at. Do more of that.
Right? This is what you're not really good at. Pay someone to do that.
Right?
[00:24:58] Speaker A: I'll give. I'll give my recruiting strategy away.
And anyone, any leader of any office that has the heart and the brain of a Coach, give away 100 free coaching sessions.
That's it. Don't talk about your company. Don't talk about splits, capsules.
That's it. Your first appointment.
And. And it's. And it's not.
It's not.
I want to help you take your business to the next level.
It's, hey, man, I ran into you at the happy hour with Ken Jordan. Let's get together.
And I want to. I want to just look at what your biggest challenges are in your business. I think I can help you there. And you know what? I'll tell you what my biggest challenges are. Maybe you can give me some insight.
That's it.
[00:26:00] Speaker B: Yeah.
[00:26:01] Speaker A: You do that with 100 people, minimum, 25 will join your company in the next 90 days.
That's it.
[00:26:13] Speaker B: How many people are willing to do it?
[00:26:17] Speaker A: Well, most people don't have the capacity to do it because what they're taught is. Let me tell you, the value proposition of ABC Realty. First is our culture. It's unmatched. Nobody has our culture. We are so good. We Are this. We are that. We were founded in, in 1868 with Ben Franklin. He was our first agent. Did you know that?
[00:26:43] Speaker B: Very true, very true.
[00:26:44] Speaker A: My tongue isn't even that blue today. Ken.
[00:26:46] Speaker B: Yeah, I was gonna say, what do we. Oh, you know why? Because it's 2:30 and not 9:30 and it was yesterday.
[00:26:53] Speaker A: Yesterday was my blue methylene day.
[00:26:56] Speaker B: Okay.
[00:26:56] Speaker A: Yes.
[00:26:56] Speaker B: Yeah, it's Friday, not Tuesday.
Yes.
Yeah, it's, it's, it's, it's pretty, it's pretty eye opening, you know, for, for people who, for the number of people that are out there that just don't know. They don't know what they don't know. They don't really know what they're capable of. They don't even really know what they want and why they want it. When I work with my agents, one of the first things I ask them is, what is it you want? And, and second question is, why do you want that? And usually you get very superficial answers, but you really have to drill down further past your first and second and third level answers in order to uncover why you really want something or to uncover that you don't really want it that bad to begin with, right? Like, if you can't find a deep reason to, to, to desire something, then maybe, maybe you don't really want it.
You know, Like, I want to be, I want to, I want to, you know, I want to make a half a million dollars a year. Okay. Why?
Because putting half a million dollars in the bank, that doesn't do anything.
[00:27:55] Speaker A: Why?
[00:27:57] Speaker B: Some of these people I talk to find out, oh, well, maybe they grew up in poverty.
Maybe they want the peace that comes from the security of knowing that their retirement is taken care of because they watched a parent work their entire lives and live in squalor in retirement because they didn't have any money, right? Like, those are the things I want. I don't want to be a burden on my children. Like, these are the things that when you dig deeper, you start to realize this is why it's important.
And again, coaching can help you uncover that. And then once you tie the why, find your why is a very popular thing to say. But once you can attach your goal to a really deep reason, all of a sudden, picking up the phone and making it uncomfortable. Uncomfortable. Cold call isn't about making a dollar. It's about ensuring that I'm not living in poverty and retirement or ensuring my kids are not going to have to take care of me financially, sure that I can take care of my parents.
[00:29:02] Speaker A: Financially, There's a great book. I'm rereading it right now. It's called the Illusion of Money.
And a lot of time when you ask that question, I'll bet you a answer that you get a lot. Their big why is their kids right? That's a moral and legal obligation. That does not count in my book.
It has to be something deeper. And what the illusion of money helps you connect to is we think money is going to give us security. We think money is like going to give us this, this and that. Money gives us options, which is great. But I will tell you, my average coaching client makes $465,000 a year.
So money's not an issue.
But I have clients who have a net worth of millions and millions of dollars. They're. They're fine. But because their illusion of money is tied to the disease of more.
Dude, they're never happy.
[00:30:14] Speaker B: Yeah.
[00:30:15] Speaker A: They never feel safe.
They never feel like it's enough. And this is not tied to we stop growing or we stop earning, but their illusion of money is distorted.
Totally distorted.
[00:30:35] Speaker B: The illusion of money.
[00:30:37] Speaker A: Yep. Kyle Cease.
[00:30:39] Speaker B: It's a. It's time for a new book.
And you just gave me my. My next recommendation.
I'm gonna order it.
[00:30:51] Speaker A: Yeah. Kyle Cease. C E A S E.
He's really funny.
It's. But it's spot on. And again, I want everyone listening to make 50 grand a month, 100 grand a month, a million dollars a month, whatever it is.
But man, if we don't have that, that's one thing my coach said to me. Okay, when you get here, what are you going to do?
And because I'm just versed in this, I went, I'm going to give half my time into locking up bad guys that hurt children through operation Underground Railroad.
Like, I'm going to free children from slavery.
And that. That hits deep, man. You know, there's a couple things, couple of my big whys, but it's.
[00:31:44] Speaker B: It.
[00:31:45] Speaker A: If. If I would say this. If your big why when you talk about it, if your voice doesn't quiver a little bit.
[00:31:54] Speaker B: Yeah.
[00:31:55] Speaker A: And if you're not on the edge of losing your.
You haven't dug deep enough.
[00:32:01] Speaker B: Very good point.
Very good point.
Yeah. A lot of people, they. They stay in that, like third level superficial. They really don't really search for, For. For. For their. For their deeper motivation.
[00:32:17] Speaker A: Yeah.
January 29th.
Don't know where, don't know when.
As far as time block out the whole day.
And this is why myself, I'm just going to be Somewhat of an mc.
But Sky Michaels is going to do a training in the Philadelphia area.
If for those that don't know sky, he was the head of coaching for Compass Real Estate.
He is a fantastic trainer, speaker. I think he's the best coach in the industry for 95% of the agents.
[00:33:00] Speaker B: He's phenomenal.
[00:33:01] Speaker A: Somebody that somebody in one day can. Can impact your business. You have to implement what he says.
Like the simple thing of sending. I can't remember how many agents were like, dude, oh, my God. This turned into incredible business for me. The text, hey, was going through my old records and your name popped up and it put a big smile on my face. Just wanted to let you know that hope all is well.
How many people did Sky Michaels test or that Sky Michaels text?
Better yet, do it in a voice text or a video text.
[00:33:35] Speaker B: Yeah, yeah, yeah. It absolutely will have an impact. So January 29th, don't know where. It's going to be a big event. He. We. I'm certain that we will draw some, some, some numbers.
So that's pretty cool, man. I'm excited about that.
So we're gonna. Here's what we're going to leave you guys with. The illusion of money.
It's going to help you really uncover what you should be going after. And especially if you already have money. You got to change the scoreboard now, right? Like, no, maybe. Maybe money's not the thing. Maybe it's something else. And. And the big leap. Check out the Big Leap by Gay Hendrick.
Really easy read. It's not very long. It's very good book. Very good book. So does it have pictures?
[00:34:21] Speaker A: I like the look of pictures.
[00:34:24] Speaker B: No, no, it is a little, you know, the font is a little smaller than you're. You're used to, but you can color if you want. You don't. You don't, you know, just draw pictures.
[00:34:36] Speaker A: Okay. All right, I will.
[00:34:39] Speaker B: All right. My man. Happy New Year.
I'm looking forward to 2026. I think it's going to be awesome. I'm looking forward to watching all the things that you're going to accomplish this year. And I'm really looking forward to my transformation, which is my word, my word of the year.
That's what I'm looking for for myself and always happy to have you along for a ride and hang out with you.
[00:35:03] Speaker A: Co pilot.
Let me be your co pilot.
[00:35:10] Speaker B: I like it, man. I like it.
All right, Ed, you have a great week. We'll catch up.
[00:35:15] Speaker A: Sounds good, brother.
