Inside the Daughter Dad Team Doing $30M in Sales a Year in Real Estate

In this episode, Keslie Halonen breaks down exactly how she’s producing 20–30𝑀 in sales per year with the daughter–dad team, including her high-volume door-knocking + open house game plan

0:35 – From high school mortgage broker to the 2008 crash
2:06 – "Stripper or realtor" – how she chose real estate
7:35 – Door knocking foreclosures, pregnant, baby on her hip
9:04 – Flipping mobile homes: the niche nobody wants
12:19 – 25 doors knocked the minute a listing is signed
15:25 – Her lead gen: open houses, organic social, 8,000-person database
20:06 – Building a business during nap time
28:04 – Six months no income, sick dad, autoimmune diagnosis
40:13 – Three tips for agents trying to level up.

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Transcript

SPEAKER_00 0:00

I don't know about you, but I lost all of my rental properties. I lost my own personal residence. I was like a half a million dollars in debt and all of that stuff. So for me, becoming a real estate agent in 2009, hell no, absolutely not. What made you to get into the business when most of the agents were getting out of the business?

SPEAKER_01 0:16

Everybody asked me that question.

SPEAKER_00 0:19

Hey everyone, welcome to another episode of Best Life Builders Podcast. And today we have a very special guest in our studio. We have Kesley Hollinen. Did I pronounce your name correctly? Okay, right on.

SPEAKER_01 0:31

Perfect.

SPEAKER_00 0:31

Thank you so much for joining me.

SPEAKER_01 0:33

Yes.

SPEAKER_00 0:33

Well, tell us a little bit about yourself.

SPEAKER_01 0:35

Okay, well, I have been a real estate agent since 2009. I came from the mortgage business. So I started in mortgages in 1999. I was a baby. I was finishing my senior year of high school, and I tell people I'm responsible for all the seconds and thirds that caused the crash because what happened was I worked for a small independent mortgage broker who had a relationship with Shasta Pools. Shasta Pools was the number one pool builder in Arizona, and so we financed those pool loans. I was 18, selling 17.5%. I had no idea what that meant. That was a second or third mortgage. That's just what rates were back then. Yeah, on a on a second or third third.

SPEAKER_00 1:12

Oh my gosh. Okay.

SPEAKER_01 1:13

There were some less than that, but like I remember calling my first one and saying, oh, you're approved at 17.49. And they were like, oh my gosh, that's so great. And I was like, I don't even know what that means, but I'm so glad you're happy. So average interest rates back then, I think, on seconds and thirds was like eight and a half and nine and a half. That was pretty common, but it did go all the way up to 17 and a half. Fast forward a little bit in 2000, let's say four, five, six, I was selling two and a quarter on a second and a third. These were simple interest loans. It took me two weeks to get them closed. Anyways, so I did all of that. Uh, I got pregnant with my son in late 2008, had him in 2009, and I retired. That's what I called it. Because I was gonna be a stay-at-home mom. I am not meant for the stay-at-home mom thing. I uh, I mean, look at me. I screamed, let's party. So my husband came home one day, he said, I need a minute, and I'm like, no, no, no, no. I have a nine-month-old. At that point, I was pregnant with my daughter, and I was like, You don't need a minute, I need a minute. And so I joke and say, I basically said to him, I'm either gonna become a stripper or a real estate agent. Real estate. By the way, nobody wants to see this naked except for him. So I knew that was gonna be an absolute no. This is you want a fun podcast, I'm your girl.

SPEAKER_00 2:17

What was his reaction by the way I'm told him?

SPEAKER_01 2:19

He's like, You're not becoming a stripper. I know. I know I'm not. I know I'm not. And I had been talking about being a realtor for years, right? Made me excited, and probably the same reason everybody else, right? So back in the day, you had to go into class, right? You've had your license that long too, so you know, we had to actually go into a classroom.

SPEAKER_00 2:34

So I had to drive all the way to Scottsdale, Old Town Scottsdale.

SPEAKER_01 2:37

So I did it at, I think it was called Westford back then. So at the corner of 43rd Avenue in Peoria. So my husband was a teacher and my mother was a social worker at a high school. So they had differing spring breaks. So in two weeks, I got my license and took the test, had my first client. Not not that I was second dad, but my dad's job at the time was he stayed in the lending world and he called me. He's like, I have this client, they need to go shopping, you need to take him out. Real estate career, and I think that I was the only person in 2010 who sold a traditional sale.

SPEAKER_00 3:07

Well, and that's what I'm thinking. Like, wait a minute, most of the agents were getting out of the business in 2008, 2009, and 2010 because of the obviously with all the stuff that was going on, the great recession. I don't know about you, but I lost all of my rental properties, I lost my own personal residence, I was like a half a million dollars in debt and all of that stuff. So for me, becoming a real estate agent in 2009, hell no, absolutely not. What made you to get into the business when most of the agents were getting out of the business?

SPEAKER_01 3:33

Everybody asked me that question.

SPEAKER_00 3:35

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SPEAKER_01 4:10

Like, in fact, some people who like raving fans of mine think I'm amazing, whatever, were like, Kesley, you're really smart. This looks like a really dumb idea. And I was like, Well, I just want to make enough money to go on vacation. Like that was my That's what you told me. That's what I that's what we wanted to do, right? My husband was a teacher, so we had enough to pay the basic bills, but we didn't have time for any fun or any money for fun. So we yeah, so I wanted to go on vacation. And literally my first sale was a $243,000 home in Arcadia. So, right, like we know how much that is now. It had we had bonuses. Remember, do you remember the time of bonuses? No. Oh, okay. Well, I feel like in 2010, 11, and 12, like in the private remarks before when we could put compensation on the MLS, in the private remarks, it would say, if you close by X date, the seller will pay an additional $2,500. So I got a 3% compensation with a $2,500 bonus. The check was very pretty, and I made new friends. I got to hang out with them. I drove around with them, and I was like, this was so much fun, I can do this again. And suddenly everybody I knew needed to buy a house.

SPEAKER_00 5:09

Really? Yeah. That easy. I just remember myself I got into the real estate actually in 2013.

SPEAKER_01 5:15

Okay.

SPEAKER_00 5:15

So one year later, you know, 2013, you got into 2009. So about four years later, I guess, right? And for me, I tell you, the first six months, I was struggling a lot. You know, my sphere, they were not doing that much business at that time. A lot of people got hurt, right?

SPEAKER_01 5:29

Yeah, for sure.

SPEAKER_00 5:29

And I was I was calling expireds and cancelled, left and right, getting rejected rejected left and right. I won a bunch of listing appointments, and then finally, finally, after about six months, I got my first listing. And it was not a 240,000 hour listing, by the way.

SPEAKER_01 5:44

What, 120,000?

SPEAKER_00 5:45

It was actually less. It was a hundred thousand hour listing all the way down out in Arcadia on 83rd Avenue in Camelback. Okay. It was a $2,500 commission check.

SPEAKER_01 5:55

Okay.

SPEAKER_00 5:55

You know, that was my first listing.

SPEAKER_01 5:56

Yeah.

SPEAKER_00 5:57

But I think more importantly, I think for you and for me as well, I was like, you know what? I think we can do this. Yeah. And we can do this full time. Yeah. It's like in your situation as well. I was trying to get into the real estate, but I was getting a lot of mixed messages from people. They're like, I don't think you should be in real estate right now. This is not the right time right now. A lot of agents are kind of starving right now. And rightly so. That it was really difficult during that time. 2008, 9, 10, 11, even 12, 13, right? Oh, for sure. But I like the fact that you decided to go, get your license, get your first client, and after that, how many deals did you close in the next six to twelve months after that?

SPEAKER_01 6:26

Like 12 months. Well, so I started in June. Yeah. And I think I closed three from June to December.

SPEAKER_00 6:31

Okay.

SPEAKER_01 6:32

So it wasn't a ton. I was pregnant and 2010. And so I mean, I I was a busy mom and I had a little human to take care of, and my husband was a full-time teacher. And he was building an empire at Trevor Brown High School as the choir director. So already regular teachers put so much in, but then he was the choir director, so he had a lot. So yeah, so I had a lot. So I think my first full year, I'd have to go back and look. I want to say I did eight. It might have been seven. Uh and I feel like I literally would just sit open houses with my little baby and I would do Facebook. That's all. But before Facebook, Facebook was not what it is now. Like DMing, private messaging, that wasn't wasn't that even then, right? I don't think you could. I think you could comment on people's stuff, but I will say it was real as opposed to the bullcrap that we have now where it's like everything's in action. Sure. So so I just did that, and I'm an Arizona native.

SPEAKER_00 7:16

Yeah.

SPEAKER_01 7:17

My people here. So I would call my people and be like, hey Alan, it's Kesley. I got my real estate license. And if they didn't say you're out of your ever loving mind, they were like, Oh, well, that's fun. I do feel like there was a bunch of my friends who bought houses right before I got licensed, and that's okay. But yeah, I just really started connecting with people and reaching out to people at 2010, 2010, 2011. I didn't want to do short sales. Yeah. Nobody did. Let's just be honest. And so I remember saying something to my mentor about I'm not doing short sales. And she says, Do you want to make money? And I was like, Oh, yeah. And she goes, Then I never want to hear you say that again. So I started knocking on doors of foreclosures like every day, every single day. I pregnant self with my kid on my hip and I knock on the door and I knock on the doors.

SPEAKER_00 7:53

You're you're you're walking in a neighborhood on the street with the kid, two kids, yeah, knocking on doors. And what are you saying?

SPEAKER_01 8:00

Hey, I see that you are potentially in foreclosure. How can I help? Wow. Yeah. Really just come from contribution. Cause at that point, I had figured out how to do short sales. And so I knew two things. One, if I could help somebody stay in their home, that would be great. Yeah. And if I couldn't, then I could get a listing. And I will tell you, I have people who I help stay in their home, and they have referred so many people to me. But like they were like, why would you help me? And I'm like, well, because I want to stay in my home. I didn't have rentals when the market crashed. I was still young and dumb, real dumb. Uh, and I wanted to figure out how to keep my home. My dad said to me at one point, he said, Kelly, you could you could foreclose, you could short sale, but you're going to have to live somewhere. Pretend like you're renting from yourself. Yeah. And so I will say I had one of probably the best arms because I had an arm. So I had a five-one arm. And at one point, when everybody was paying like nine or 10%, somehow I was attached to the LIBOR, which is the European market, right? And I was paying like three interest only, and that's all we could afford, and that was fine. But yeah, we figured out how to make it. And when home prices got back around, I was like, we did it.

SPEAKER_00 8:59

You did it.

SPEAKER_01 8:59

Yeah. So fast forward, now I do the rental thing. I have the investment thing. Sure. We we flip like our asset class. I think something that keeps me a little bit unique from most realtors is my asset class is mobile homes. We flip on own and leased land, which most people don't want to do it on leased land, but I can buy a mobile home for $20,000, put $20,000 to $30,000 into it and put it on the market for $80,000. So $90,000.

SPEAKER_00 9:22

So you're you're buying a mobile home for $20,000. Yeah. You're you're you're spending about $20,000, $30,000 on rehab costs. Yeah. So that's that's around $50,000, plus another maybe about $5,000 in holding costs, if that's so I figure the $30,000 is the whole thing.

SPEAKER_01 9:36

With the holding costs.

SPEAKER_00 9:37

And you're selling for $80,000?

SPEAKER_01 9:39

$80,000 to $90,000, depending on what it is. So some people are buying a $400,000 house, putting money into it, making $25,000 to $35,000. And I'm doing the same thing. Interesting. But neither, I mean, flipping anything is not always fun.

SPEAKER_00 9:51

Because you get in there and all of a sudden you're like, yeah, that sucks.

SPEAKER_01 9:53

You gotta take the whole thing down. So yeah, so we do that.

SPEAKER_00 9:56

Do you have any um any any fun stories about flipping mobile homes?

SPEAKER_01 9:59

Oh gosh. Probably not any different than most investors. I mean, the first mobile home fell into our lap. Like we listed one at 67th Avenue and, you know, just south of Paris Greenway, yeah. So there was a foresale by owner, and my dad and I happened to be in the community for I don't know why. And uh I said to dad, I dare you to get out. He got out of the car, we listed that home. Three weeks later, I had six listings in that neighborhood. 12 to 15 mobile home listings at any given time, and we were like closing them. And it's not sexy, it's not pretty, it's like the lowest end of sales price, whatever. And realtors couldn't sell the ones in the lease land. And then one day we were allowed. And I swear to you, the day that turned on, somebody called. They're like, Hey, can you list my home and I don't know what I'm doing, but sure, I'll figure it out. Because a mobile home, like in general, it's structure, but now we have to deal with park approvals and things like that. We listed a couple and then somebody said, Can you give me a cash offer? Okay, what do you want for it? And they said something ridiculous. I want to say, like, the first one that we bought was like $5,000, right? But that was back in the day when people thought that's what you paid for them. I think we ended up selling that thing for like $45,000 and we didn't have to put much of anything into it. We had a holding cost. Now it's a little bit different. I want to say things like we trained the market because now I'm like when somebody says $5,000, I'm like, yes, all day long. But also, okay, best story. I bought one for $500. Double white.

SPEAKER_00 11:11

Where at?

SPEAKER_01 11:11

In a $55 and older community, 99th Avenue, just north of Peoria. We lost money on it. Yeah, we did. I think we made $1,500. We at the very least, the floor needs to be walkable, right? So if you there's holes in the floor, we gotta fix it. So it was an older one. In theory, it should have done fine, but $55 and older communities are not they're not desirable.

SPEAKER_00 11:27

Yeah.

SPEAKER_01 11:27

Well, they're just they have higher lot rent. And so yeah. So I was like, we're gonna win on a $500 purchase. No, Evoc fail. It's okay. Every investor has the I lost my butt off.

SPEAKER_00 11:35

So are you still, you know, investing and flipping in mobile homes?

SPEAKER_01 11:38

We are. A 25 was rough, the whole industry, but in mobile homes, we saw probably about a 25 to 35% decline. Got it.

SPEAKER_00 11:45

So looking into your numbers, I mean, you're doing anywhere between 20 to 30 million dollars in sales a year.

SPEAKER_01 11:49

Yeah.

SPEAKER_00 11:49

You know, anywhere between 80 to 90 transactions a year. These are massive numbers. Like most of it is yours. I think you're you have a small team, correct? But like how are you consistently every year?

SPEAKER_01 12:00

I haven't changed much of what I was doing. I don't take my kids with me anymore because now they're taller than me.

SPEAKER_00 12:05

Uh your youngest one is what?

SPEAKER_01 12:07

So my oldest actually graduates high school next week. Yeah. He's 18.

SPEAKER_00 12:10

So when you said door knocking, are you doing like kind of intentionally when you're holding an open house, or are you actually like driving to a specific neighborhood? It's like, let me just door knock on 2025 doors.

SPEAKER_01 12:19

So I say that people know my brand if from I-17 to the 101 from Cactus to Greenway, you there's like literally no chance that you've never seen the daughter-dad team and our purple puking all over the place. So there's that. So we try to stay right within there. Our listings will door knock around our listings for open houses or just to say, hey, we listed it. I've recently stolen somebody else's idea, which is there's 25, 15 doors I knock the minute I walk out with the listing contract signed. I'm knocking going, hey, I just listed your your your neighbor's house. Who do you know? That's become a little bit fun. Well, there's not even a sign up yet. I'm like, I know, I am the sign right now. So that's kind of been fun.

SPEAKER_00 12:54

So, so, so, so let's unpack that actually. What's she doing, right? And what's your pitch? What's your intro today?

SPEAKER_01 12:59

Hey, my name is Kessley with the daughter-dad team. I just left your your neighbor's house and they've decided to put it on the market. Usually by then, we have an idea of when it's gonna go on the market. It'll be on the market in the next two weeks. Okay. I want to let you know in case you know anybody who is looking to move into the area.

SPEAKER_00 13:12

That's it.

SPEAKER_01 13:12

Yeah. And then I let them talk. They usually say something, and then of course I'm gonna say, Well, when are you moving?

SPEAKER_00 13:17

Yeah.

SPEAKER_01 13:17

It's my favorite question. And then they're like, Oh, I'm never moving. All right, tell me what you love about the neighborhood. And then I learn if they're really never moving or not.

SPEAKER_00 13:23

So you knock on 20, 25 doors, out of those 25, there's a good chance you're gonna get one listing out of it.

SPEAKER_01 13:28

Yeah. Over time. Yeah.

SPEAKER_00 13:29

Eventually. Got it.

SPEAKER_01 13:30

Yeah. And they're seeing my sign. And so the next best thing is so then it goes on the market, right? So then we're probably knocking, I'm knocking those same doors again to say, hey, the open house is on Saturday. Uh, and then by that point, I'm usually collecting some kind of data, right? I'm getting their phone number or email. So now I'm sending them a message that says, Hey, we went under contract in two weeks, or we went under contract, whatever. The first one I did, I did this, we did we just started doing this about three months ago. And I'm knocking one of the doors, Alan, and they said, You're gonna get that number for it. It was like 450, I think. And I said, Yeah, they're like, Don't you think that's high? And I was like, No. They're like, I think it's high. I'm like, Cool, went under contract in two weeks for full asking.

SPEAKER_00 14:03

Did you call him back?

SPEAKER_01 14:04

Yeah, I called him. I'm like, hey, Alan, it's Kesley. I wanted to let you know I let, you know, one, two, three, Main Streets under contract for full asking price. And they're like, Okay, that's cool. Well, then it closed. So then I called again. Hey, Alan, it's Kesley again. I wanted to let you know it actually closed. Are you ready to move now? And so he was like, Wow, I'm really I can't believe you got that. He's like, Yeah, follow up with me once a month. I love those people. Follow up with me once a month. I'm like, I'm here for that. Yeah, and then social media.

SPEAKER_00 14:25

So so looking into your allegiance sources right now, right? So open houses is one of them. One of the major ones, right? You're still doing open houses. How often are you doing open houses? Well, you know, when you like the listing, you want to leverage that listing a thing, you can leverage that listing. You just hold an open house.

SPEAKER_01 14:38

It's whatever I want to do. I personally don't do a lot of the open houses. I will help market the heck out of it for the open house if the team can't, but otherwise, I'm gonna help market for it. So new listing comes on the market on a Thursday, open house is that weekend, every time. If it doesn't sell that first weekend, we may take one week off, depending on kind of what's happening, or we may do another one. So it's very strategic. If the house is vacant, we'll typically sit two to three times a week. If it's close to a school, we'll sit during the time that school will let out. If it's not, we might do it early in the morning, eight o'clock in the morning until 11. Because those people are out. They're out. And so, and this time of year, we won't do Sun City at all because it's too hot. But in sun, in Sun City selling season, we'll sit there all day long. So, yeah, so it's very strategic. We're looking at different patterns of when people are more likely to come through than just like, hey, I need a place to sit. I mean, in the beginning, that's what I did. I needed a place to sit.

SPEAKER_00 15:24

Interesting. So open house is one of your leading legion sources, right? What else? So you said social media is another one. Is it paid social media or organic social media?

SPEAKER_01 15:33

Organic. I'm too cheap to pay for much of anything.

SPEAKER_00 15:35

Okay.

SPEAKER_01 15:36

So I like to keep my money.

SPEAKER_00 15:37

Okay, got it. So you get you get people that raise their hand through social media, they see your stuff constantly, and they're coming to you.

SPEAKER_01 15:42

Yeah.

SPEAKER_00 15:43

Got it. And then what else?

SPEAKER_01 15:44

Database. So actual people. I mean, 17 years in the business, there's a lot of people in the database. And honestly, probably like everybody, I don't have time to go through it all the time. So this last 12 months has been real fun because we're trying to figure out how to get to people. Because probably the people in my database are probably also in your database. Not all of them, but you probably have five or six people that are in your database that are the same people I have. So how do I get to them before you do or before the next person does? So just really getting intentional about connecting with the people and finding out more about them so that we can connect with them. And so then when they see us on Instagram and Facebook, they're like, oh, that's my realtor. Even if I don't know that I'm the realtor.

SPEAKER_00 16:19

How many people do you have in your database?

SPEAKER_01 16:21

About 8,000.

SPEAKER_00 16:22

8,000? Yeah. On a monthly basis. Are you retargeting on social media as well?

SPEAKER_01 16:26

That would be paid. So no.

SPEAKER_00 16:27

Paid?

SPEAKER_01 16:28

No.

SPEAKER_00 16:28

For five bucks a day?

SPEAKER_01 16:29

No.

SPEAKER_00 16:29

Still not?

SPEAKER_01 16:30

No. But it doesn't mean that I don't go add them. So this is one of the things we've been doing over the last 12 months is like, am I friends with everybody? Are they following me? Are we following them? Where are they? What are they doing? Right. And this is how we learn about our people. Because yeah, we can do the paid thing. That's great. I love that people do that. They can do it. It's whatever. But I just feel like if I can find out more about you, then I probably have a better chance of winning than somebody who All right.

SPEAKER_00 16:51

So open houses, uh, organic social media. Anything else that you're doing? What about geofarming? Are you doing geo farming? Like you're you're like in these neighborhoods, right? West Valley, like you say yourself, man, people know you from I-17 to 101, Greenway, Cactus. That corridor, right? I'm assuming you're doing geo farming now, or you're not spending money on geo farming.

SPEAKER_01 17:12

No, so I do spend money on farming. Everything we bank where we farm. I moved all of our banking. When we decided where we were gonna farm, our banking moved there. Yeah. Okay, so there's two, so my dad is a sign whore, so we have signs everywhere. So one sign doesn't usually just go up. We have signs that go on corners, and it's okay if people are to take them down. What people know us for the most is our I call we call it extreme door knocking. So we go to yard sales on Thursdays, Fridays, and Saturdays in the farm, and this is how people meet us. We get out of the truck. You saw the truck, right? We get out of the truck, I get out of the truck looking like this, maybe not always in a dress, maybe not always in heels, and they see us coming and they're like, Are you the daughter? Are you the dad? I'm like, Yeah. And they're like, We see you everywhere. Like, cool, thanks for saying that. Who do you know?

SPEAKER_00 17:50

And where is your farm? Where is your geo farm?

SPEAKER_01 17:52

We spend most of our time from 59th to the 101 cactus to greenway, not blanket target. Yeah.

SPEAKER_00 17:57

Got it. But you're sending out like newsletters, postcards, magazines, or any of that kind of stuff.

SPEAKER_01 18:04

They're getting our email newsletter. We're doing some target marketing with people who are most likely to sell three and a half square miles. Have people who have lived there a very long time. Like in the square mile from 67th to 75th Cactus to Thunderbird, original owners is like 26%. That's a very large number. It is. That's not normal. And some of these houses are like 3,600 square feet, Alan. Yes, 30 years. Does not need 3,600 square feet. I agree. In fact, so in that part of Horia, they have what's called walking schools. The schools are in the middle of the square mile. They're designed for the people in the square mile to go there. Most of these kids are on variances because grandma and grandpa still live in the house that they should move out of.

SPEAKER_00 18:40

Yep.

SPEAKER_01 18:41

So that the kids can move into. So yeah, so we're spending time, time, energy, and money in target marketing right now.

SPEAKER_00 18:46

Okay. Interesting. Do you guys use any type of a unique selling proposition, uh a USB or unique value proposition to those sellers? Are you offering something, something different, something that helps you to stand out? No.

SPEAKER_01 18:59

It's all the same. Yeah. I think uh cash offers, of course, uh market analysis analysis, things like that. I think even people who say we're offering something different, it's a diff it's just a different spin. Yeah. So I'm offering that you get to work with daughter dad. Yeah. Right? Like it's just a different experience. You get like the family, I always tell people you get the family experience without the drama. Yeah.

SPEAKER_00 19:16

Well, let's go back, right? So you got licensed 2009, right? Two kids, really young kids, right? That's a full-time job by itself. I mean, think about it. At one point, I had three kids under age of five. So five-year-old, three year old. God bless my wife, and she also had a job. So managing those two things, and then she calls me a job because she's like, you know, you're another baby. Able to really kind of like juggle or manage all of these things and responsibilities if you think about it. Like, obviously, your number one priority is your family, you know, your kids, your husband, right? And at one point you wanted to be a stay-at-room mom, and so you realize that this is not something that you want to do. Right. So, how are you able to really kind of like again, like like juggle, you know, those responsibilities at home, if you will, with the kids while going out there and getting in front of clients, listing houses, doing open houses, showing homes, and really growing your business while your kids are two years old, three years old, four years old, five years old.

SPEAKER_01 20:06

Nap time was my favorite time. So I did my lead generation during nap time. So that's when I'd spend time on social media. That's when if I had phone numbers to call, I would call phone numbers, I call the people my phone when they were really little. When they were big enough to do open houses with me, we did those. The kids have been to everything with me except for a listing appointment. I don't know how they managed never to go on a listing appointment with me, but they didn't. They've shown buyers with me. We've done open houses together. So my son went to preschool. I think he was four. And when my daughter turned three and a half, she could go. Well, I walked into the office and I had posted, of course, that day that my daughter also was going to preschool. And somebody said to me, What are you gonna do with all this time? And I'm like, I think I'm gonna run a business. And so, like, it had been like three and a half, four years since I had really started the business. And so they go and they were just going half day, right? So, like, I dropped them off at 8:30, picked them up at 12. So I literally would drop them off, I'd go sit in open house, do whatever calls I needed to do. If I wasn't staying in open house, I was knocking on doors, and then at noon, I was done. That was it. Like, I didn't work again until they were in a nap time or they were until my husband came home. So one day I said to my husband, I'm like, I need one day a week that I can work at night. Like, and so we decided Wednesday would be what we called my late day. So that meant he had to come home early, and that just meant he came home at a normal time. So he would be home by 3 30. And at 3 30, he was in charge. And Alan, it used to kill me because when dad came home, the kids got fun time. Like you said, it's a full-time job. So I was the manager of these little humans, and so I was like the boss. The substitute teacher came in and he was like, Yeah, whatever you and so on. Saturdays he'd be having fun with them. And I'm like, I don't get to have this much fun with them. I have to like make sure that they eat and make sure that they are learning something and make sure this. And so he'd be swimming in the pool with them on a Saturday afternoon, and I'd be like, I want to be doing that.

SPEAKER_00 21:43

He's like, But you gotta work.

SPEAKER_01 21:44

I gotta work. And he he actually was really instrumental. I tell people you cannot be accountable to your husband or your wife. I was allowed to be like, I gave permission to him and I had him hold me accountable. I said to him one day, I can't come home without a buyer or a listing. Like, we want, we want. Things. Like right after after we had enough money for the vacation, suddenly it was like, well, I can do this. I can I can make more money. Like at what point can I make more money than he was making, right? As a teacher. He's with the kids. I think they're like four and six, I think, at this point. And I'm not allowed to come home till I have a listing or buyer. So I come home early one day on a Saturday. And he's like, Do you have a listing you're gonna sign? They're in the pool. Where do I want to be? I want to be in the pool. And I said, No. And he goes, Do I need to remind you that you told me you're not allowed to come home?

SPEAKER_00 22:24

So he was holding you accountable? Like essentially saying, Hey, you said you're gonna do X, Y, and Z. Like, are you doing those things? Interesting.

SPEAKER_01 22:32

And I still like him. Like, because for some people, that might be too much. No, no, I don't want to do that. But he's like, wait, do you want me to hold you accountable right now? Or do you want me to let you off the hook?

SPEAKER_00 22:40

Especially the old school men, right? Like they're expected to be the breadwinner. Sure. They have the most money in a family. Sure. Right. And like in your situation from what you're sharing with me, like after a year or two, you were making more money than he was making.

SPEAKER_01 22:51

No, home prices weren't that good. Nice try. It was probably year four. Four.

SPEAKER_00 22:57

Year four, year four, year five, right? Yeah. Okay. Friction?

SPEAKER_01 23:00

Mm-mm.

SPEAKER_00 23:01

No.

SPEAKER_01 23:01

He like he couldn't wait. Like we used to, I feel like in the beginning, when you're when you're just like starting to make money, and remember, I was young and dumb. So like I had a business account, but like I still looked at, oh, I made $10,000 in commissions this month. We used to say, who's going to make more money this month? That was always the question. And in May, right? Like May teachers get their big check. And so I was like, I just want to make more than his May check. Because his May check was like, I don't know, $8,000. I don't know what it was. And so I remember the first May where I was like, I'm making more money than you. And he's like, well, it's about time.

SPEAKER_00 23:31

That's what he said. It's about the Yeah.

SPEAKER_01 23:33

So I mean, he he really has been such a huge supporter for me. But yeah, like that was really what we were after is like, how can you make more money? Wow. And so I remember when somebody asked me one day, so what's your bigger goal with real estate? And I was like, Well, I'd like to bank my husband's entire check. Like that was one of my goals. Bank the whole check. Again, young and dumb and didn't understand investments. And I'm like, man, if my right now self could have talked to my then self. So I actually retired him three years ago. And so now he runs all of our investments. I still make more money than him. And he's okay with it.

SPEAKER_00 24:01

And then he's okay with it. So you guys meet together for how many years now?

SPEAKER_01 24:04

20 So we celebrate 25 years of marriage in a week.

SPEAKER_00 24:07

In a week.

SPEAKER_01 24:07

In fact, it's disgusting. I'm gonna tell you. Today is the 10,000th day since I agreed to be his girlfriend.

SPEAKER_00 24:13

Oh, so you're counting days.

SPEAKER_01 24:15

He is. Oh yeah. He is. He decided he decided like two or three weeks ago. You know, probably because I'm a pain in the rear end. Yeah. Our social media today is disgusting. We are like that couple where you're like, ew, like you two, you're just so in love with each other. Yeah, we are. It's ridiculous. Right.

SPEAKER_00 24:30

So in one week is gonna be 25 years. 25 years, yeah. Wow, congratulations. Thank you. That's amazing.

SPEAKER_01 24:34

Yeah.

SPEAKER_00 24:35

Wow. It's like I joke with my wife. We just recently celebrated March 26 years.

SPEAKER_01 24:39

Ah, congratulations.

SPEAKER_00 24:40

Right. But it feels sometimes like it's 260 years.

SPEAKER_01 24:42

Oh, I know.

SPEAKER_00 24:44

And she hates me for that when I say that. And as a babe, I said, like, we should take one year at a time.

SPEAKER_01 24:49

But sometimes it feels like just yesterday, right? Yeah.

SPEAKER_00 24:52

And sometimes it does take, like it kind of feels like yesterday. I was I was 21 years old, she was 19. Like we were babies, if you really think about it. We were babies and we got married. She was still in school in college, you know, I had a corporate job. And we're really like, we grew together. And obviously, like with every relationship you're gonna have, you're gonna have a great moment. So you're also gonna have moments where things are just not as great. You know, you're gonna have those ebbs and flows, right? But I tell you, like one thing about her, the secret or the hack or whatever that secret sauce, right? Being together for 26 years. And there's so many things, right? But I think the biggest thing for me, at least I can speak for myself, is the fact that when I come home, I don't have to battle another battle. Like business, every day is a battle. Like going out there, especially like in our situation, going out there, meeting with clients. You know, there are different types of clients out there. There are good clients, but also there are some overbearing clients. Same thing with the agents, same thing with the team members, employees. There's always something, you know. Life of a business owner and entrepreneur is a is a tough one. And every day we're in some sort of a battle. And at times, it's not even people, it's the mental battles that we have to deal with. So I said one of the things is like when I get home, I don't have to have another battle. I have somebody there who's pushing me, holding me accountable, like in your situation, like your husband, right? But she's not there constantly challenging me. Like, and I'm talking about battling me, right? Like questioning and everything like that. And for me, that's that's the biggest like a hack, to be honest with you. Like, uh, and I love it. And uh again, we went through a lot of things and everything like that, like every couple, but I tell you, I cannot envision myself living with anybody else except my wife.

SPEAKER_01 26:19

Yeah, I get it. Yeah, battle. I love it. I tell people communication because we have like a very I I don't have a filter. Like if it's in my brain, it usually comes out of my mouth, and uh he can handle that. So I literally will think it and it comes out, but he he does that. But you're but when I think about it, it's a battle. Yeah, he's there to support me. And if there is a you said push, it's a push for the greater good. It's not a push for let's see if I can get a rise out of him today.

SPEAKER_00 26:44

There's a couple, right? But also very important, and and again, I know people where it's not a push, it's actually a pull, like pulling you down, pulling your dreams down, you know, your goals down, right? Almost kind of having that crab mentality, right? Tough, especially when again you are that entrepreneur or a business owner and your your income is not guaranteed. I mean, think about it, right? Kill. Like, like I remember that there were I mentioned to you my first six months in business was really, really tough. And one of the toughest parts of all it was was coming home every night and looking at my wife with nothing to really show for financially, because there is no listing, there is no buyer, there's nothing in the escrow, I'm not getting paid this week or next week or anything like that. So for six months, that was the probably the biggest struggle for me mentally, sure, as well as financially, is the fact that here I am, you know, coming home and uh I have nothing to show for. Now that was tough for me. Now, for other men, probably, you know, and I'm not judging them, it's different. They're okay with that. But for me as a man, I'm a provider, especially having three kids under age of five. At that time, our daycare bill alone was $2,200. That that was 2013. Are you serious?

SPEAKER_01 27:49

Yeah, like I just read an article about it. So my brain tells me it's probably more than that. I had the same thing, right? Like, I wanted to be the provider. My husband was fine being the provider, but I wanted to too. And when the opportunity presented itself that it could, it was like I could do it on something that sets you apart, is that after six months, you could have quit.

SPEAKER_00 28:04

I had those visions already, like, okay, I will probably have to do something else. And I was dealing with some other stuff as well. So my my dad was diagnosed with cancer.

SPEAKER_01 28:13

Okay.

SPEAKER_00 28:14

Like the first once I got my real estate license, he got diagnosed with cancer. And he was not even at that time living here. He was living in New York. So I would I'd fly there all the time. Then I started having symptoms, DI symptoms. Okay. Um, and then come to find out I was I was diagnosed with autoimmune disease. Okay. All sort of colitis.

SPEAKER_01 28:30

You had stuff stacked against you.

SPEAKER_00 28:32

Yeah, so and there were days where physically it was so hard, emotionally was so hard. And I remember even the days, Kesley, when I would drive to the listing appointment, and instead of thinking about getting that listing, I'm trying to envision taking that listing, right? I was thinking, man, how do I approach the sellers if I would have to use their bathroom? Right. So it's like, man, wouldn't it be freaking awesome if I would get that $300,000 or $250,000 listing at that time, right? So I just had to deal with a lot of that type of an adversity on top of not able to make any money for six months.

SPEAKER_01 29:04

You tell me what you think. I don't think somebody can make it in this business without support. I agree with you. If you're all by yourself and you don't have anybody talking to you, maybe it's giving you any kind of doubt, any, like just the tiniest little or yes, 100%. You you go six months with no paycheck, and everybody around you is going, You're working too hard, you're not making enough money, you're not doing this.

SPEAKER_00 29:21

Again, life is all about adversity. Like, you know, like I'm glad actually, if just looking through my journey like I'm 48 years old, right? Like I came to this country with nothing. We came to this country with less than $600 in our pocket. Like, you know, from age 13, I had to go get a job and work to support my family for $1.50 an hour. I I share with you, I lost everything in 2008, 2009, like let go of 40, 40 of my employees, almost lost everything with my company. But all of those things were like, if you think about it right now, they're blessing in the skies. Sure. They really hardened me. And even when when when things are starting happening in 2013 with my health and everything like that, and by the way, that continued until 2016. So again, it was a blessing in the skies because it really taught me a lot of lessons that I was able to take on and go through it and push through, like in the last five or six or seven or eight years, right? In life, right? And some of us are in that winter season, but even in winter, you have good days.

SPEAKER_01 30:16

Oh, yeah.

SPEAKER_00 30:16

And you just have to take them, right? And be grateful and appreciative, right? And I tell this to my agents all the time, especially the ones that come in and they're complaining about this and that. I was like, look, were you able to wake up this morning and they're looking at me like, yeah, what are you talking about? Did you able to see the sun and sky sky today? Yeah, absolutely. Do you have a roof over your head? They're like, Yeah. Um, do you have a healthy family? Yeah. Do you have a car that is working? Yeah. Like we take those things for granted. The fact that we can wake up every single morning and see the sun and see the sky, get out of the bed and have a roof over shoulder, like overhead, is a blessing, right?

SPEAKER_01 30:50

Very much so. Yeah.

SPEAKER_00 30:51

So just taking those things that may not look that important, but they are important in somebody's life. So I just appreciate every single day. That's the way I look at it. I love it. Yeah, that's life. But we all go through these seasons, and you know, you have winter, and then eventually you'll have spring when you uh plant your seeds, and you know, in summer where you uh, you know, start harvesting, and same thing with fall. That's the way I look at it.

SPEAKER_01 31:12

Yeah.

SPEAKER_00 31:12

All right. 25 years together. Congratulations on that. Thank you. Your dad is still in business, but thinking about retiring. Yeah, he's so is he is he also door knocking? Is he going out of listing appointments, or what is he doing?

SPEAKER_01 31:23

So he'll do the yard sale thing with me on uh Fridays and Saturdays. That's about the extent of what he's doing right now. He loves to drive around his truck, like he calls that working too, because people see it. Yeah. But yeah, he he really wants to start stepping out. So in the investment company, he's spending a little bit more time there with your team and and real estate and whatever that looks like. So it's it's fun. It's been really cool working with my dad. I started the company 17 years ago. Dad came in a couple years later, and so people are always like, Why isn't it dad and daughter? I'm like, Well, because I came first. I was here first. So, you know, it's real cool because I meet people and they're like, Oh, I loved my dad, and oh, I wish my dad would work with me, or the dads will say, I wish my daughter would work with me, and immediately build a relationship with us because we have created like the and they're and they have some kind of kindred spirit about it.

SPEAKER_00 32:06

Yeah. Are there days when you guys disagree with each other?

SPEAKER_01 32:09

Are there days that you disagree with anybody in your life?

SPEAKER_00 32:11

I'm just I'm fuscurious because I used to have family members working for me, and at times it was it was a shit show.

SPEAKER_01 32:17

Not not all family members can work together. So dad and I know how to separate business and and family, and I'm throwing a tantrum. He's like, All right, are you done with your five-year-old tantrum? Because we got work to do. And when he's mad about something, right, he's got five minutes, and then I'm like, Are you done with your tantrum? I never have to wonder where our ethics lie. I never have to wonder where our like end goal is because it's the same. What we what we argue about sometimes is where we're gonna spend our time, our energy, our money. And so, and that's not usually an argument. It's like, here's the data that shows it. What's the decision? And so Yeah, not really. I don't remember it. But no, no, I can't work with everybody. I have two amazing sisters. They're incredible humans, but they should not work with me. My mother, I could not work with her. I love her to the moon and back. But no, I I actually, my husband and I were worship leaders for a long time. So we worked together already. So I didn't have to wonder how it was gonna be with him working in my world. And most other people, if if they're some kind of family, it's just very clear look, I'm the boss in this position or whatever the relationship's gonna be. And when we're in this mode, this is how, this is how we do things. And then when we take off the uniform, that's why I'm in uniform. Uniform helps people understand who I am in the moment. So even at home, when I'm in my uniform, my husband has a uniform. When we're in uniform, he knows who the boss is. When the uniforms come off, the children know that we're mom and dad, and that's my husband and not just my employee or whatever. Yeah.

SPEAKER_00 33:31

So what does it look like right now? So your your husband is there, he's helping out with the investments, he runs the investment division out of your company, your dad is there helping you out as well.

SPEAKER_01 33:39

Anybody else in the company So I have a full I have two full-time buyers agents. I have a director of ops and I have a I call her master of transactions because she does so much more than just the documents.

SPEAKER_00 33:49

You call her a master of transactions.

SPEAKER_01 33:51

Yes, because like uh yeah, she does so much more. She sometimes will like take a step back and do a total bird's eye view of the business and look at okay, where are we, where are we going, what do we need to do, what needs to be adjusted. This is what was going, this is what worked before, this is what didn't work before. Of course, she handles all the documentation as well. Like, I don't touch a contract, I don't let my team touch a contract. Like you have to know what the contract says, so you can tell Tracy what to do, but but yeah, I don't. I don't know what I'd do without her or my director of ops. She makes all the marketing stuff happen, like the really pretty things.

SPEAKER_00 34:21

And these are full-time employees.

SPEAKER_01 34:23

Yeah. So Tracy's on a compensation, so she's paid per transaction. For transaction. Yep. And then my director's ops, she's uh she's on a salary.

SPEAKER_00 34:30

She's in a salary.

SPEAKER_01 34:31

Yeah. So we have two full-time buyers' agents. She's like half in the business, half off of the business because she's older and she's like, I'm gonna retire eventually. And so she's like, I'm just gonna do what I want. So sometimes do what I want means she's like, I have one or two listings and I'm running around with the buyer. I'm not doing anything.

SPEAKER_00 34:44

Don't that's one of the buyer's agents?

SPEAKER_01 34:45

Yeah, well, I she's whatever she wants to. So that's what it looks like now. I look at growing the team, start moving into different things in my world. And um, I don't know that I'll ever completely move out of real estate, but there's other things that I'm finding fun that I would like to do. Like what? I am crazy right now about credit card points and how people can travel and how business owners are already spending the money. And so, like my husband and I in the last two years, we've generated over three million credit card points, and that's letting us take really cool travel trips. Like, we took the kids to Switzerland in December of 20, and we're heading to Turkey and Greece and uh France in a few weeks, all on credit card points. This is stuff we're already spending money on. We're flying home from Paris to Phoenix via Air France, and we're flying business class. That ticket will cost $24,000 for one person, and we're doing it for 130,000 points, which is stuff we already spent money on, getting in front of realtors right now and going, you can do this too. Because everybody wants to take a vacation. I'm like, there are a few people that don't. Where would you go? That's always my question is if I said let's go tomorrow, where are you going? They always have a place they want to go. So, and I just think that's part of the like, I didn't get into this business just to make money. I mean, that's nice, but like, what am I doing with the money? If I'm not doing something great with it, then what does it matter?

SPEAKER_00 35:59

Completely agree with you on that. Actually, uh about a year ago, I read this book called A Die with Zero. Die with Zero. I don't know if you had a chance to read that book. Great book. In essence, it talks about just exactly what you just said. Like, what's the point of making all that money? You know, with a goal that hopefully by the age of 65 or or 67, when you're quote unquote recu retire, you can spend this money. Who knows? There are people that don't last until they're 65. And there's some people that get to 65 but financially still not able to, you know, like splurge and do the things that they really wanted to do. And also, like health-wise and physically, you're you're not gonna be at 65, you're not gonna be like you're like 40 or 45, right? So instead of really kind of like having all those bucket lists and waiting until the end, like, no, I mean, enjoy now. You're not gonna take it with you, anyways.

SPEAKER_01 36:40

Well, and tomorrow's not guaranteed.

SPEAKER_00 36:42

Tomorrow's not guaranteed. You know, I go to this gym lifetime, you probably heard about it. And there's one guy there, like, I know him for four years. We're not friends, but we know each other so well because every time I'm there, he's there. And we don't plan being there together, but every time, like literally, I go four to five times a week, and he's always there the same time. And that could be different times during the week. He's there. Like, I swear to God, he's a sweet man, he's a dentist, 72, 73 years old. His name is Gino. And uh saw him like a couple of weeks ago, and he was not in great spirits. Usually he's in really good spirits. He's like, Gino, is everything okay? He's like, Hey, I just got a call from my best friend, and his son passed away. I was like, Oh shit, sorry to hear that. What happened? He's like, Well, he went for an elective surgery, knee replacement surgery, and uh never made it back. 52 years old. And he said exactly what you said. You know, tomorrow is not guaranteed, it's not given, right? You just never know what's gonna happen. So, what you're doing is phenomenal. I have one of the agents here, his name is Robert. He probably takes vacations every single month. He's heading out to Europe in two weeks from now and he's gonna be there for almost two months.

SPEAKER_01 37:40

Good for him.

SPEAKER_00 37:40

Good for him. I mean, he does a lot of business, he probably does about $15 million in sales, right? But again, he also understands that you know what, he's got two teenage girls and creating experiences right now, they're gonna last me for a lifetime.

SPEAKER_01 37:51

Well, and he's only got so much time with those kids. A hundred. Like my son's graduating. Yeah, he's going to college and he's leaving the state. Like he's he wants to go to Washington, or he's going him to go live this epic life, whatever that looks like. And I mean, yes, he'll come back or whatever, but but now when I plan a vacation, he may not come with us. Yeah. A few weeks ago, we had a three-day vacation. He he puts it on the calendar, possible travel window. Anytime the kids have days off. So two years ago, when the calendar came out for Peoria, he put on possible travel window, where my son was off to a DECA conference, and so he couldn't come. But my daughter's like, we should go somewhere. So I looked at what we could book in points. We went to Santa Barbara. We spent three nights in Santa Barbara on the water. It was amazing. And like I didn't have to worry how much it cost me because I we paid him points.

SPEAKER_00 38:33

Yeah. You would still probably do it.

SPEAKER_01 38:35

Oh, yeah, but now I don't think about it. That same trip would have cost, I don't know, probably three thousand, two thousand dollars for three nights. And it cost us six hundred dollars.

SPEAKER_00 38:43

Yeah, yeah. So so let's say you and I were having a conversation five years from now. Okay. Right. And hopefully it's it's more than just water. Where do you see yourself? What does life look like for just business? I mean business, I think business like you that type of a person. I feel like you're one of those unicorns that I think honestly, like even when you don't want to have a business, you're gonna get business. You will have always business. Yeah, right. So aside from the business, like personally, financially, you know, what does it look like for you?

SPEAKER_01 39:07

Kind of just doing whatever I want. Probably a little less involved in real estate, maybe just coaching the team and helping them get whatever they want out of it. The the traveling and the points thing, we're kind of we're kind of growing that business right now at the top of all the companies, helping however I can, but not really doing any day-to-day is really what I expect in five years.

SPEAKER_00 39:27

Got it. What I'm hearing from you is is is is is almost kind of like a location freedom, income freedom, time freedom. Time freedom.

SPEAKER_01 39:35

Yeah, yeah. If you said, hey Kessley, let's go to Mexico and get some real tequila, I'd be like, cool, let's go.

SPEAKER_00 39:39

Let's go. Love that. Yeah, awesome. So our audience for the most part are agents.

SPEAKER_01 39:43

Yeah.

SPEAKER_00 39:43

Right. And obviously, you know, there are some agents out there that are trying to level up, they're trying to get better, trying to get some sort of consistency in their business, right? What advice would you give it to them? Like, you know, maybe some some strategic but more importantly, like some tactical advice that they can maybe implement or model after, you know, because again, you're done amazing, you know, in the last give or take about 17 years now, right? 17 years to 2009. 20 million in sales, 80 transactions year over year. Any some key takeaways or key advice that you could share with with the agents that are watching this?

SPEAKER_01 40:13

I got lots. Okay. I'll give you three. Love on your people, all of them. The people that you know, the people that you haven't talked to in years. If they haven't called you, that doesn't mean you can't call them. Make friends everywhere. It's like all part of that. Don't quit. And don't be scared of something. Like the reality is, is like what when I'm out door knocking, I'm meeting strangers, right? Or people who cold call, they're strangers. You're not that important. They're not gonna remember you. So if if they're gonna reject you, they're gonna forget about you two minutes later. You're gonna hold on to that ick that you felt rejected for way too stinking long. Let go of it as fast as they forget you. I feel like if realtors can do that, the impact that we could have, and then be nice to your co-brokes. Because I feel like there's so much ego slinging poop everywhere. I'm like, over it. Somebody said the opposing side one day to me. Al and I came unglued. I was like, what do you mean the opposing side? It's called a co-broke seller and the buyer. So take your ego, put it in check, and get over yourself. We are here to work as a team. We are a partnership. So be nice to your cobrokes.

SPEAKER_00 41:08

Every time I would get an agent that says, I've been in business for 25 years. I always say, that just means you're old. But I love the first one you mentioned, uh, you know, love on people, right? Like, you know, people talk about, you know, the business strategy or the best this or the best that is loving on people. That's it. It doesn't matter whether it's your clients, whether it's your agents, whether your employees, like it doesn't matter. If you will, right? So that's how we grow. It's not about us doing more and more, it's about leveraging through other people.

SPEAKER_01 41:36

Well, and if you love on people, they want to be around you. You're it's gonna just attract. What's Alan doing? Why why why are there so many people around him? Well, Alan's loving on his people, so it's just easy. Who doesn't want to be around that?

SPEAKER_00 41:46

Especially in my office, you know, every time I'm out here, I mean they're having tequila days. You can and celebrating and all of that stuff. You know, they made me to work from home office three times a day now.

SPEAKER_01 41:55

So they can have tequila days.

SPEAKER_00 41:58

And we're still on the real estate sales side, but also on the investment side of things. What's the best way where they can go? Is it social media?

SPEAKER_01 42:04

Yeah, you can catch me on my Instagram, Kesley Realtor. You can email me at Kesley at daughter dad. It's spelled like Leslie with a K.

SPEAKER_00 42:10

So social media.

SPEAKER_01 42:11

Yeah.

SPEAKER_00 42:12

Right on? Okay, cool. All right. Well, very good. Thank you for coming. I enjoyed the conversation. Really enjoyed the conversation. All right, thank you so much. Thank you.