RTRE 34 – Kendyl Young on Making Your Brand a Promise

This week we are joined by the real estate force of nature that goes by the name of Kendyl Young. She is the founder of DIGGS in Glendale, CA and is an avid proponent of putting clients first. Tune in to hear about her struggles and successes in growing her brand.

Learn more about Kendyl at: http://www.glendalediggs.com

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Rethink Real Estate Podcast Transcription

Audio length 35:48

RTRE 34 –  Kendyl Young on Making Your Brand a Promise

[music] [Chris] Welcome to re:Think Real Estate, your educational and hopefully entertaining source for all things real estate, business, news and tech. 

[Christian]: I am Christian Harris in Seattle, Washington.

[Nathan]: Hi, I am Nathan White in Columbus, Ohio.

[Chris]: And I am Chris Lazarus in Atlanta, Georgia. Thanks for tuning in. 

[music] [Chris]: Everybody and welcome back to re:Think Real Estate. I’m Chris Lazarus here with Nathan White and Christian Harris. Guys what’s happening?

[Christian]: Hey.

[Nathan]: What is up in the world?

[Chris]: Just our guest today. For…for anybody who’s been around the Inman circuit you have heard this name. She is the one the only the owner and founder of  DIGGS in Glendale California, Kendyl Young. Kendyl welcome.

[Kendyl]: Hey there guys how’s it going?

[Chris]: It’s awesome. Thank you so much for joining us today. we appreciate you taking your…your morning out to record for our listeners. Kendyl for…for those who haven’t met you, who have not been around the Inman circuit, tell us your story.

[Kendyl]: Well, good Lord, so we have 6 hours for this podcast? 

[Chris]: No we’ve got about 30 minutes. So let’s give the cliff notes. 

[Kendyl]: [laughter] It’s pretty simple. I started my business in Silicon Valley and I spent 6 years, 6 glorious years selling homes to software, hardware and rocket science engineers. And it was relatively easy because this was the mid-80s and so at that point, to ground level engineers could actually afford to buy a house in in the Bay Area in Silicon Valley and I’m a reasonably hot chick and I do speak fluent geek so I was able to sell a lot of houses. And so that was super cool and…

But then I got pregnant. and it was trying to start family. And hours plane ride to Los Angeles seems like you know close enough to family for some. Wasn’t for me. My husband’s from Modesto California. Modesto was a non-starter for him so we moved back to Los Angeles where my family is. My mother is one of…or was, she’s passed away now. But my mother was one of those force of nature household name real estate agents, in Glendale. And she was with Coldwell Banker. So I went there, not necessarily because I wanted to. But they were the best company at that time in Glendale. So Coldwell Banker. 

Stayed there for 24 years. People often say “You open up my veins, Coldwell Banker will bleed blue , will bleed out”. And that is still true today. Even though I’m no longer with Coldwell Banker. Then I got the opportunity to do something very fun which was the head of the technology development and strategy for a high-end boutique brokerage. But those people were still guys in ties and I’m not really employable. [laughter] [inaudible] I just a little bit of a challenge with me with authority. o when it became…when I got the opportunity to leave that brokerage I did and I couldn’t go back to big blue. I’d had a taste of small light and agile. And I just…I couldn’t go back. So I hav my own brokerage and here we are.

[Christian]: And how long has  DIGGS been going on?

[Kendyl]: I’ve had the brand for 4 and a half years. And I got my brokerage license about 3 years ago.

[Christian]: Okay. So did you start from scratch or you took it over? What’s the story there?

[Kendyl]: Start from scratch. Utter total scratch. What I wanted to do didn’t exist. If it existed I wouldn’t have had to do…I would not had to do this. 

[Christian]: Sure.

[Kendyl]: The thing I wanted to do was be in charge of management not real estate agents. I am afraid of real estate agents. I don’t want to do that.

[Christian]: Sure. That’s got kind of classic story a little bit on the indie brokerage. You know if it existed, I wouldn’t have wanted to create it. So in your mind what did not exist that…that  DIGGS created in a nutshell?

[Kendyl]: There is not a brokerage in my area that at the base code for the DNA is figuring out how to do a better job for the clients ,the customer, for the community. At the base code. Right. So by…and with different flavours. Most every brokerage is pretty classic. They’re trying to figure out how to attract and retain the best real estate agents there are. And all of their resources are devoted towards that. But as we often hear in the top real estate circuits, the leadership circles in the industry, if you do that, it means a lot of money. Which means you give all your money to the real estate agents which means you don’t have any money left over to develop and train and create the resources, tools, education, brand. Whatever you want to call it, that serves the customer. That’s what I am…[crosstalk].

[Chris]: Client centric real estate.

[Christian]: That’s good.

[Nathan]: Well doesn’t it sound like something very, very ominous Chris? That may be coming out in the near future?

[Chris]: You know, we…we had Joe Rand on when he launched his book, Disruptors Discounters and Doubters. And he’s got a great new book coming out that it it’s focused on client centric real estate. It’s this idea that you know, as a brokerage we’re not focusing on…on retention and retaining and paying the highest splits. We’re actually thinking about the client for once and how their transaction cannot be as anxiety-ridden. 

So Kendyl, with  DIGGS you’ve got this great tagline that I love. And I just really want to steal but I’m not going to. What is that?

[Kendyl]: Well you’re on the other side of the world for me. Go right ahead [laughter]. 

[Chris]: I am not gonna steal it. No no no no no. I gotta create some cool like that. But what…what is that tagline that you use over there?

[Kendyl]: It’s “Cool people cool homes.” 

[Chris]: I absolutely love it. 

[Kendyl]: And it’s cool homes. 

[Chris]: And it really shows the focus on what you’re trying to do there. So in in your business you’ve gone through this…this great career at real estate. You’ve gone big to…to tech to now you’re…you’re small. And you’re on your own. What…what’s currently going on like what are your challenges and struggles that you’re working to overcome right now?

[Kendyl]: Well very recently like this year I’ve had a brand for 4-and-a-half come in on 5 years now. This year I finally decided that I was willing to have a real brokerage with agents, who are, you know, I didn’t start them from before they had a license and bring them up from hand bottle-feeding them every hour from clock. I am going to have agents who have their own businesses under the  DIGGS, you know, brand. And that’s…that’s a very new thing for me. 

And so the idea of attracting the type of people that I want to work with. Demonstrating the value that I have for them. And having them join my brokerage. And then figuring out how to make sure that I deliver the value. It’s scary. So that’s my…that’s…that’s what I’m focused on right now. Yeah. 

[Christian]: Well that’s exciting. I’m kind of in the same boat with you with you with my brokerage. That’s…that’s a huge shift so what kind of prompted that shift from kind of keep it small to support your business to grow now and kind of “I’m gonna be a broker and support other agents and growth”? 

[Kendyl]: Because the money doesn’t work with 3 or 4 agents. With 3 or 4 agents…We’re really more like 3. I need to not only feed myself with the business that I create but I need to feed them. And I’d be…I realized that those 3 agents…If we’re gonna be a team I’m actually limiting their growth. I thought I was helping them but I think it limits their growth. So in order for me to achieve my dream, which is to not actually sell houses anymore but be the…but to be the person who leads causes. Now whatever word you want to put it. But I’m responsible for helping other agents become really successful. I’m gonna need more agents. So…

[Chris]: It has to be scalable. 

[Christian]: They’re moving into more of a…yeah management. Mentoring, support role.

[Kendyl]: Right. Right. Because the only way that I’m gonna maintain my lifestyle or expand it. if I…if I don’t do this, is that I physically have to sell more houses myself and…

[Chris]: It’s not scalable. 

[Christian]: Yeah yeah. 

[Chris]: It’s been [crosstalk] [Christian]: I’m curious…scalable…scalable is important.

[Chris]: Yeah.

[Christian]: Now Kendyl, I’m…I’m curious. So you obviously started  DIGGS to be, for lack of a better term I will say radically client-centric which is I think a lot of agents and brokerages pay lip service to that. But we all know they’re all agents centred. You know most of what they…Most of what they provide is geared towards agents not the client experience. 

Now changing your…your focus do you find that there’s more tension there? Or do you feel like you could still be led by the client experience at  DIGGS while supporting and bringing on new agents?

[Kendyl]: Well I don’t do that than there’s no reason for  DIGGS to exist there. No one, Earl does not need another brokerage. There’s plenty of brokerages that are focused to the…to the exclusion of all else on attracting retaining, you know agents. The best agents that they can or in one or many cases the most number of agents that they can. Yeah. So if I find that I haven’t lost that focus maybe I’ll become a coach. I don’t know. There won’t be any reason for  DIGGS to exist.

[Christian]: Yeah. Are you having a pretty good success so far with people being drawn to…to you into the  DIGGS brand? And kind of what you provide in the length there? How’s that been?

[Kendyl]: if you listen to me, no. If you listen to my coach, I’m doing really well. Go figure. [laughter] I think I’m doing…He says I’m doing fantastic. He says…he says…he thinks that the number of people that have attracted and…and on-boarded to  DIGGS is phenomenal given that I was only willing to even entertain it, you know, January this year.

[Chris]: And how many people is that?

[Christian]: So you started? Right? Yeah.

[Kendyl]: 6 or 7. Something like that. 

[Chris]: That’s excellent [crosstalk]. Yeah. 

[Christian]: Happy year. Right? 

[Kendyl]: Well yeah. I mean a couple of them were with me before so I suppose I should feel really good that I still have that. That they did the moving. You know it’s easy for agents who were in a company that was just going to be feeding off my business and a couple of agents and they’re like “Oh my god there’s like, you know, 6 or 7 of us now”. And I say 6 or 7 because I’ve got a 7th guy supposed to take his test. And you know but he’s signed everything. So whatever.

[Christian]: Sure there’s a pipeline of new agents. 

[Chris]: Yeah they start filling up.

[Kendyl]: Yeah exactly. It’s not uncommon for the original agents to get their nose at a joint and then stomp off the plane filled with all the marbles. That hasn’t happened. 

[Chris]: Yeah.

[Christian]: Yeah.

[Nathan]: Well I had a question for Kendyl and then this is applicable to all y’all as brokers and I’m the lone agent here. We were having this discussion the other day with the gentlemen at our office who is now…heading up recruitment. But what’s…what’s the biggest obstacle for agents whether you’re new or old, to change brokerages? I mean we have a very attractive package, you know. There’s nothing out there that says “Oh, you know, I’d stay away”. You know we’re probably more particular because we’re looking for like individuals, cool people right. And that’s what we want. But you know, you get it, you know. you get these people to go and have the call and they kind of talk a good game. And then you do the follow-up and they’re like  “Oh well”. So is it fear ultimately of just change?

[Kendyl]: Yeah.

[Nathan]: You know, that like to me that’s what it is. Because the excuse of “Well I’ve got to change my cards and my signs” and whah [phonetics]. Like get over that. To me it’s just straight-up fear of the unknown. I don’t know. I you know…I took a risk but I might when I switched our brokerage and I’m a risk taker. So for me that was natural but I don’t want to….we’re struggling. We’re not out there struggling to find agents. But we’re struggling in the sense of people like us but they’re like “Well you know I’m kind of comfortable where I’m at”. And that’s OK too. So I just I’m kind of curious from a broker’s perspective, what do you see?

[Kendyl]: Well I mean I can answer it but you 2 Chrises probably have a better perspective having done perhaps more of it than I do. I can tell you that there are 2 types of ages. There’s the agent that is happy to change and changes all the time because the…the broker down the street gives them a better split. More marketing dollars. there’s that whole idea of the grass is greener on the other side. I don’t want those agents but there’s a lot of those.Right.

And then there are the agents who believe that they make their fortune. And where they are is almost secondary to what they’ve accomplished. Right. And those are the agents that are potentially more interesting but it’s hard to get them to change.  I was one of them.  I mean Coldwell Banker for 25 years. I mean who stays that a company in that long?

But you know and it’s because…Right. I mean I just… I figured yeah there’s a lot of a lot of things that don’t work for me at Coldwell Banker. And I was exerting a tremendous amount of energy and I didn’t realize it at the time. I was exerting a tremendous amount of energy. I’m circumventing stuff that didn’t help me. That held me back. Because a large company needs to put together things that serves the lowest common denominator of which I’m proud to say I am not one. Yeah. 

[Chris]: Because they make the most money.

[Kendyl]: No the lowest common denominator makes no money. 

[Chris]: The…well…

[Kendyl]: And yet the brokerage 

[Christian]: Did you hear Rob…Rob Bonds [phonetics] conversation with…

[Chris]: Yeah. I did.

[Christian]: That was fascinating. 

[Chris]: So…so…Rob Bonds [phonetics] brought up a great point online. It’s the…the lowest common denominator, your average agent, right, not your superstar, but your agent that’s closing 3 to 5 deals a year, he’s the profit center for a real estate brokerage. Because typically they have the highest splits or I guess the lowest splits and the brokerage is making the greatest profit on them. So the…to be a very profitable brokerage your aim is to have as many agents doing 3 to 4 deals a year at a 60/40 split as possible. Instead of having the 1 or 2 agents doing you know a hundred deals a year at a 90% split.

So I mean it’s…it’s an inverse economy.

[Christian]: Yeah Rob certainly does best which is pointing out the inconsistencies and secret counts in the industry.

[Chris]: Yeah. 

[Christian]: But…

[Chris]: It’s nuts so…At  DIGGS how are you kind of battling that Kendyl? Like how are you bringing on quality people who are doing lots of transactions or are growing them to be these people, while also instilling in that culture of  DIGGS?

[Kendyl]: You know it’s…I don’t know. Frankly. I don’t know. I’m having conversations with people and I am finding out what is going on with their business. I am finding out what makes them tick, where their fears are. Where the potential is and I am…I’m essentially looking at the recruiting appointment as a coaching appointment. 

Right and if they like coaching then maybe they’re a good fit for me and if they don’t like the coaching than maybe they’re not.

[Chris]: I like that. 

[Kendyl]: And if an and if they asked me about split I end the meeting as gracefully and as quickly as I can.

[Christian]: Yeah. I’d like that. I think have a similar added you know kind of mentality towards it. And I think you’re spot on as far as kind of 2 type of agents. You know kind of those who are like”Tthe grass is greener”. Always moving. And those who…You know I think…I think it takes a pretty high pain point for a broker to be…or an agent to be motivated to move brokerages.

[Kendyl]: Now the kind of agent that I want is the one who, you know, feels like they’ve got 80% of what they need. But they feel like if someone could be their partner, their collaborator, they could do so much more. And you…the 3 of us on this call and, this 4th did we say listeners that we have…

[Chris]: With your audience 6. 

[Kendyl]: OK see there we go. [laughter].

[Kendyl]: That brokerages do not have the capacity, the bandwidth or the intention to be a collaborator with the individual agents in their company. Maybe the real agent but by in large they’re just…they’re just throwing [censored] against the wall and hoping some of it sticks.  Quite frankly. And I’m like “Well first of all that stuff smells so I don’t want that and again I don’t want to be landlord”. 

[Christian]: Yeah I think one of the benefits of being an indie brokerage, you’ve got the capacity and flexibility to be more of a coach. More hands-on. Obviously you have to figure out a way to scale that depending on how big you want to get. But yeah that’s much more valuable especially I mean…And if you’re going after kind of similar demographic as me. But I’m going after people who care about the client first, you know who want alignment, who want to be involved the community. Not just, you know, like during…during a coaching you know interview session, the last thing we want to talk about is the split. Because like I don’t want to lead with that because I’m not actually getting someone who’s coming over just because there’s a good split. You know because as soon as they hear about someone else they’re gone.  You know.

[Chris]: Yeah absolutely.

[Kendyl]:  I’m guessing most of your you know, intended audience, and this includes the fourth who I with us today, are agents. And the one thing I would say is I just don’t think it’s fair to you in your career to be at a brokerage if all they’re providing is a logo, some advertising an office and a TC that you paid $250 a deal for and all they actually do is the file compliance that the brokerage is [censored] supposed to in the first place.  That’s all they’re doing. Why are you there? You should be in a  company that supports who your personal business is. And you should select a company that supports who your personal business is. 

Right. So the problem with the large national brands is their brand doesn’t say anything about “Will I get anything like that really?” And so agents do agent centric marketing and their personal branding because they have. Because the company they’re with says nothing about who they are. Right. Well that to me is kind of crazy pants and you either go with a brokerage that charges you nothing, which that doesn’t exist. Even though they say it’s nothing, it’s lots and lots because they’re gonna charge you for the air that you breathe. Put in a quarter and they put oxygen into your office [laughter]. 

So there’s either that. Or there is what I think is the new breed of brokerage. And there’s gonna be one of the others. There’s gonna be the Compasses of the world and there’s gonna be us. there’s nothing in between. And us I think that we exist to gather together like-minded people where the brand of our brokerages, the brand promise of our brokerage is in alignment with the personal business of that agent.

And then it is our job to support that agent in their personal brand because it is the same as our brokerage brand. And remember a brand is not a logo. It’s a promise of what you’re going to experience when you come to do business with us. Right. So if your brokerage delivers the same brand promise that you wish to deliver as a real estate agent then you all…And we say we do dork agent things. We all have to say 6 things when we come into the meeting. And one of the things that we say is “The more you do, the more we do”. So the more I do as an individual the more we do as a group. And that in my opinion is where the new modern indie brokerage is going. 

[Christian]: Love it. Preach it girl. 

[Chris]: Absolutely.

[Nathan]: I mean [censored] I just packed my bags. I’m moving. [laughter] [Chris]: It is gonna take a lot. 

[Christian]: Glendale here I come. 

[Chris]: To come to California. 

[Nathan]: Well I like what Kendyl says. I think it’s on point. I mean especially for me as an agent perspective. Everybody says “Why did you leave KW?” There was the money side. Yeah I’m not gonna lie. But I also found a group of people, you know, and it was small at the time. But we were all like-minded. And we all had the same beliefs, ideals. You know it was, you know, it was client orientated real estate. It was all very client centric. 

And it’s also about giving back like, you know, for our Christmas party this year we’re not having a party. We’re actually going volunteering somewhere to help others. Like you wanted to be around people, I wanted to be around people who were like me I felt. And so I agree when you say it’s not what I can do, it’s what…what can we do. How does it benefit us all? That is absolutely the way. I would agree. Yeah money played into it but it also was what was I getting and I got an office, I got an environment, I got people I wanted to be around.

[Chris]: So you got the chance to actually make up your mind. My in-laws started the company. I got dragged in kicking and screaming. And ended up being pretty good. 

[Nathan]: So let’s ask your wife than. 

[Chris]: So…[laughter] so earlier we were talking about what you’re doing Kendyl with being client-centric. So what’s that look like? Because most people are out there just “Hey if you know anybody looking to buy or sell, you know, give me a call.” Or “Who do you know this moving this year?”What does client centric look like to you?

[Kendyl]: Well, you know, it’s…it’s very difficult to chunk down to a sound byte because it permeates every single thing that we do.

[Chris]: Yeah.

[Kendyl]: So I was an example. Bring it back around to the start of this conversation right before you hit the record button. How I use my contact management system. And it’s not a place that houses phone numbers, emails and physical addresses. It is information that I use to then run a predictable and very detailed conscious transaction. And the whole point of that is so that my clients never call me at 3 o’clock at night in a dead panic because they’re afraid that something might not get handled. Or that something fell through cracks.

The reason they don’t is because they use my CRM to code all that stuff in and, I mean after a couple of thousand transactions you kind of know what’s gonna happen next.

[Chris]: Yeah/

[Kendyl]: So I’ve tell my clients “This is what’s gonna happen next and this is how you’re probably feeling. This is what people are saying to you and here’s what you don’t need to be afraid. And here are the next steps that we’re taking. Here’s the next steps you need to take and our next trigger date is here and it’s all very predictable”. Every week they get a phone man a phone call in an email and that’s all coded into my CRM. So that…What was your word of the day? Scalability?

[Chris]: Scalability. 

[Kendyl]: Scalability, which honestly I think it is more of a dude word [laughter].

[Chris]: Probably. 

[Kendyl]: But when I’m…that the consumer is…What is that commercial? You know “You’re in good hands”. I want them to feel like that. 

[Christian]: Salster or something like that. 

[Chris]: Saltsing yeah. “You’re in good hands”

[Kendyl]: Right the…the…the opposite of Mayhem. Which does happen in real estate. But…but that’s consumer centric. Yeah. Consumer centric is instead of putting out in social medias “I am just so tired but humbled because I just closed escrow on 4 transactions”.

[Chris]: The humble brag.

[Kendyl]: They hear the happy faces of my clients and they’re holding soul signs. Isn’t that wonderful? That’s…that’s not consumer centric. Instead when we do social media, we’re always thinking about what…what is our audience thinking, what are they feeling of what keeps them up at night. So…this is an audio podcast. I’m launching my podcast. I launched my podcast that is consumer centric. It’s called Love Your DIGGS and it is me talking to the local resources services and providing knowledge to the people in my local area about things that will help them love their DIGGS more. Right.

So it could be anything from interviewing a guy for its biggest insurance mistakes to an educator telling us how to identify the best preschool. Just great knowledge and resources that helps the community love their DIGGS more. Will I give any sales out of it? I have no idea. I just…this is what I think the consumers need.

[Christian]: Love it.

[Chris]: Adding value. And that…that’s exactly what Joe Rand was talking about in his book. And I think that you are spot-on and that’s one of the things that I aspire to bring in to Sellect Realty. Is adding more consumers centricity and getting people to think about what’s the consumer want. Kind of creating an avatar even of who their target consumer is, what their desires are. What keeps them up at night.

[Christian]: Yeah and…and I’d say Kendyl I mean I loved how you’re talking about the world’s CRM is basically so you can provide a consistent and…you wouldn’t use the word because you’re a woman, but scalable process. [laughter] 

[Kendyl]: Let’s just get that straight. OK. 

[Christian]: And that’s exactly what I did with with…with Realvolve. I basically built out all the workflows for me as an individual agent and so when I launched the brokerage it was pretty easy…I gotta find a better word, a different word. You got me all self-conscious now. But scale…scale it [laughter]. And you know part of…one of my complaints, you know, reasons I started a Sea Town is because, you know, like you said, franchises their brands doesn’t mean anything. You know, it’s a logo,

And so you go there and you have no idea what your experience is going to be like. The brand agent. Like I want people to come here and say “Hey I know at Sea Town, I know at DIGGS no matter which agent and how much experience they have I’m gonna get a uniformly high quality experience”.  

You know they don’t have to know why but I mean we know the reason is because the process that are built out in the back end, all agents have access to it they’re all going to provide the same, you know, quality.

[Kendyl]: Is there anybody out there who wants to begin the discovery of what your brand actually is? What is your promise? I recommend the book Difference by Bernadette Jiwa. That’s J-I-W-A. Jiwa. And it’s not the difference. It’s just called Difference. And her premise is that no one cares how different you are. They care about the difference you’re gonna make in their lives or in the lives of the community.

It…the book leads you through something she calls the difference map and it encourages you to think about beliefs. What do your…what does…what do you believe? What does the public believe? What does your target audience believe? And how do you serve those beliefs? And it was a great thought experiment for me. 

One of the things that I believe is that my target audience appreciates good design. And again I don’t mean logo or colors. Good design to my audience means that everything was intentional and it goes together so that it is seamless and it is something they can trust. Zillow just came out with their consumer report. And the number one thing the consumer wants this trustworthiness. And the real estate is out there go “Well I’m a good person and so therefore you can trust me. I would never lie to you. I would never sell you down the road in order to make a sale for myself.” 

We’re all…I shouldn’t say all…There’s evil in the world. But most of us, the vast majority of us consider ourselves to be trustworthy and we think that that is enough but it is not. Just because you are trustworthy does not mean the consumer understands that you are trustworthy. And it is design that can help broadcast that value that you can bring. 

So Difference Bernadette Jiwa. I recommend it. it’s a great book.

[Chris]: We’ll have to start that. That can be our next book at the Sellect Realty book club. [laughter] [Nathan]: And I just need to make the simple statement. the next time I see Kendyl I will be giving her a big hug. You know she hits all the points home with me and the way I feel about, you know, how people quote and quote add value. Or the you know as I’ve talked a hundred times about “Look at me, look at me, look at me”. That does not provide value.

And so it’s a big deal and it’s great to hear you know other people…Sometimes you feel like you’re standing on an island. Especially when I look at my newsfeed about you know all the people that are accepting clients right now and how they just show a house in 32 seconds. [laughter] And, you know, they just put up 97 listings today.

So again, the value add, and it’s you know, again I go back to the basic thing called “Being a human” instead of…I think as Realtors, I’ve said it before we are…And I think we’re all in this category. We have to be careful to…to…to stay in it. But I’ve been there. We get very narcissistic and it’s “Me. Me. Me.” And it has [censored] to do with us. It has everything to do with the client.

So be careful of being that narcissistic [censored] realtor.

[Chris]: The one thing that I’ve found that most brokerages do, and I actually got this from one of the Buffini [phonetics]coaches is, when you as…When most brokerages sit down and they interview agents, the way it goes is “Let me tell you about me. Let me tell you about me. OK let me…OK enough about me. What  do you think about me?”

Right that…that’s how the conversation usually goes. And…and you know about a year and a half I made the shift in how we recruit and…and how the conversation goes. And I talked to a guy who’s very involved in our board. And I’ve known him for a year and I just asked him one day. I said “When are you gonna come work for me?” He goes “Well what can you offer me?” I said “What do you need?” And it was the first time a broker had ever asked him what he needed in his business.

He joined the following month. He led his closings happen and then he jumped ship. Like there wasn’t anything else. It was just knowing that we cared about what he needed and…and that was, that was like the first time I had done it. That was the turning point and ever since it’s always been about the agent. What does the agent need from us?

And Kendyl I think you’re spot-on. For an agent that has 80% of everything they need and then they need that extra 20% that…that’s fantastic.

[Christian]: Yeah I’d say your spot out there. I mean that shift is gold. You know both with agents and clients. I mean one of the things I noticed when I was that the franchise is that they gave you this big fat you know, generic listing presentation. And what was it about? Why you should work with me, why we’re awesome brokers, this and that another thing you know to your heart. And I’m like “This is kind of messed up”. Like this…this…this is not gonna draw…you know…this is not gonna make a client want to work with me. 

So I start, you know, coming in with a piece of paper and I say “Tell me about your situation. What’s important to you?” Like make it about them and then you see if that’s gonna be a good fit. Not “I’m awesome. I’m awesome. I’m awesome. Here sign here.” Well, you don’t give a [censored] about that client or that agent because you’re not trying to invest in, you know…You’re not trying to listen to them at all. You’re just talking. You need to do more listening.

[Chris]: Always. So…so Kendyl thank you so much for joining. For our audience if they want to get in touch with you, if they need a good broker in Glendale California how can they find you?

[Kendyl]: Well first of all yes I do Glendale California and I also am incredibly helpful to anyone who has real estate needs in the Greater Los Angeles area, which is a ridiculously large metropolitan. However because of  what I do in speaking, you know, being involved with my coach and the various counties and just rankly I’ve been around longer than anybody else…If I don’t service this area I know who does. So I can be your source to help you find the right referral if I’m not it. 

I am everywhere on socials as either Kendyl, Kendyl Young or Glendale DIGGS. So spelling is a bit of an issue. Kendyl is K-E-L-D-Y-N and if you ever see me in person ask me the story behind my name. It’s Twilight Zone material. You can’t make this stuff up. Young is like young, never old. So Kendyl Young. And it’s Glendale DIGGS.  Glendale and DIGGS D-I-G-G-S.

[Chris]: And we’ll have links to all of that. Cool people cool homes. Kendyl thank you so much for joining us today. It’s been fantastic having you on. This is a re:Think Real Estate. We’ll see you next Monday. 


[Chris]: Thanks for tuning in this week’s episode of the re:Think Real Estate Podcast. We would love to hear your feedback so please leave us a review on iTunes. Our music is curtesy of Dan Koch K-O-C-H, whose music can be explored and licensed for use at dankoch.net. Thank you Dan. Please like, share and follow. You can find us on Facebook at Facebook.com/rethinkpodcast. Thank you so much for tuning in everyone and have a great week.