From Fired to $100MM in Sales Volume

Steve Trang: Everybody. Thank you for joining us today for today's episode of Real Estate Disruptors. Today, we have Lizzie Hoefer, the queen of mortgages in Arizona. And she's here to talk about how she went from fired to over 100,000,000 in sales volume. If this is your first time tuning in, I'm Steve Trang, broker owner of Stunning Homes Realty, cofounder of the OfferFast app, and I help real I help people become real estate entrepreneurs.

And, if you're excited for today's show, give me some thumbs up, give me some hearts. And before we get started, I started this show because I wanna give back to our community. I know that I've struggled when I got started. I'm pretty sure you've had some struggles in your business, and we wanna shortcut that struggle for as many young leaders as possible. Don't charge a dime for this show.

I don't make any money doing this. So all I ask is if you get value out of the show, please tell a friend. Either share this episode, tag a friend below, or tell them your best takeaway, from this episode. So don't forget, also, this is still this is this is a live show. So please post your questions, and Lizzie will be happy to answer them for you.

Lizzie Hoefer: So happy.

Steve: You ready?

Lizzie: Yeah. Let's go.

Steve: Alright. So, the first question is what got you in the mortgages?

Lizzie: So it's not a very sexy answer. I was in college and I found myself in a position where I wasn't gonna be able to continue if I didn't figure out how to make money fast.

Steve: Mhmm.

Lizzie: So I got out the newspaper because that's where he found jobs at that time. And I looked for the highest paying job, and it happened to be as a receptionist at a mortgage company. And that's how it got me started.

Steve: Okay. And so what were some of the early struggles you faced, in in that role?

Lizzie: So, I mean, I I transitioned a lot. So, like, the good thing is that I've had a lot of opportunity to discover a variety of different roles within mortgages. So I started as a receptionist. I lasted as in that position, like, a month and a half before I decided that I wanted to be a dialer. And then, I was a dialer for multiple years and then became a processor.

Steve: Dialer as in, like, inbound inquiries? Or

Lizzie: So, like, real estate agents would call those ISAs.

Steve: Okay.

Lizzie: So I was an ISA. And then I worked a lot as a processor. And then in 2008, the market crashed, and I was a highly paid processor. And I found myself, being laid off and replaced by our receptionist. So, it was just a really interesting time.

So when I got into mortgages, it was very traditional, lots of FHA, VA, and then it turned into this whole stated no income, no assets. I saw the boom. I saw, you know, when interest rates were, like, in the high sixes, sevens, and then they lowered all the way to five. And so I got to see a whole lot of different things happen, and I saw a lot of people who never really took homeownership seriously. And I remember the reaction that my parents gave when I said I was working for a mortgage company, and they were like, oh my god.

I can't believe it. You're working for a mortgage company. I thought it was so prestigious. And then to actually see the people behind the scenes were, like, kinda Wolf of Wall Street. I mean, I'm being and I'm being kind.

I mean, I think every meeting was, like, at this drip club. So It was a different time. Different time for sure. And so so it was just really interesting coming from operations. And then by the time I was gonna be a loan officer, I was only 25 years old.

Steve: Mhmm.

Lizzie: So at 25, you find yourself in a predicament where the people that you know, like, aren't necessarily in a position to buy a home, especially, like, in the worst economic downturn that our parents and even we had ever seen. So they just weren't in a position. So I had to learn to be really scrappy. And, you know, I I was really lucky. I did fail a lot at first.

I lived off of, like, a $10 weekly budget for food and

Steve: everything. Wow.

Lizzie: Yeah. There's lots of ramen noodle recipes. And my mom actually paid for me to go to a Brian Buffini seminar, which, like, kicked off my whole career in how to, you know, work with the database and love on your spear and what to do. It It was, the foundation for everything I did for many, many years after, and I credit a lot of all the success I had to that one $500 seminar.

Steve: Wow. Really? So I had no idea that you got started with Brian Buffini. It makes sense looking at your business. You know?

I I I that was one of the first coaching programs I went through as well. Wish I took it as well as you did. So alright. So you got Buffini, and you started building your database. And then what what did you do after that?

Lizzie: So building a database was really tough. So I he talked about, like, starting a farm and doing door knocking and then meeting people. Right?

Steve: Mhmm.

Lizzie: So and his big thing was, like, the the last thing you should be doing is doing the not met activities and really focus on your sphere. But at the time, my sphere wasn't really strong, so I ended up having to focus on, like, networking and, doing not met activities. So I figured I'm like, I didn't wanna get, you know, mugged or kidnapped. So I started my first farm at the Arrowhead Mall, and I worked the, like, small business owners like nobody else. Like, I went there every single day, sat at the model home kiosk for, like, multiple years, like, every Wednesday, Thursday, Friday, Saturday, and Sunday.

Steve: You're sitting in the kiosk. You're the one that's, like, harassing people when they're walking by.

Lizzie: 100%. And then I brought everyone coffee. So I, like, agents, the puppet shop, the perfume ladies, the everyone I could meet. I I just wanted to do, like, my mayor campaign in an area that was air conditioned and safe.

Steve: Yeah. Well, that makes a lot of sense. And now what what year was that?

Lizzie: That was 2008 to probably, like, 2011.

Steve: Okay.

Lizzie: So I did that for a long time. And, like, you know, I a lot of people will give me pushback on, like, starting things like farming or door knocking and or, like, even meeting business people.

Steve: Yeah.

Lizzie: And I just think about, like, if I had to start over again, I I'd probably do something similar.

Steve: Well, it was effective. And then, you know, that's actually how we met. Not through the the mall, but you came over to my office. So we're at List of Pros, Baseline and Mill, and our my old office is I can hit it with a baseball from here. And you had stopped by.

It was a pop by, so it's Brian and Buffini. And you came by with the seven levels of communication

Lizzie: Mhmm.

Steve: Dropped it off. We had a great meeting. And then that's how you planted that seed. Yeah. So clearly, you know, it worked.

Lizzie: Well and it took, like, six years of follow-up. Right? Because the first time I met you, I was very unqualified to be your partner.

Steve: Well, I was also probably not a great partner at that time. So okay, so why do you think you're so determined and passionate in in your role as a loan officer?

Lizzie: So that that's a really loaded question because I think it's not just being a loan officer. I think I'm just passionate in general about things. And I think it's just because my entire life, I've just had to be really scrappy. Mhmm. And I've been really fortunate to understand the things that motivate me.

And I have a lot of dysfunctions. Like, I have a lot of brokenness about my life, and those things have always been always been really clear to me. So, like, I grew up in a family that was up and down financially. There were, like, two times in my life where the school bus pulled up to my house and the electricity guy was, like, shutting the lights off. And I remember those things were, like, really, like, that's never gonna happen to me when I get older.

Steve: Mhmm.

Lizzie: And, you know, I just I have an interesting relationship with my mom too. So, like, she was a big driver for me for a really long time, and I was like, I'm just never gonna ask for help. Mhmm. So in my family, everybody's been, like, traditional government jobs, engineers. They're really they're all very, very smart.

Steve: Yeah.

Lizzie: I'm actually probably, like, the dumbest one of all of us, which serves me well because I didn't go into engineering. Mhmm. And I went into, like, relationship making. And I just didn't wanna fail. I didn't wanna be the one that just didn't make it.

So I've always been really scrappy and understood that, like, your dysfunctions, even though they're the things that make us the most ashamed and the most embarrassed, are also the things that are the greatest motivators.

Steve: Okay. And then we had talked about before about, you know, finding

Lizzie: why is really hard because Mhmm. Most of the time when people talk about a why, they talk about, you know, like, saving the the starving kids in the third world country or they talk about their family and their kids and all those things. And while everyone, I believe, truly does wanna help people, I think that our greatest motivators are always the things that have personally impacted us the most. So I that's the one thing that I think I've always been really gifted in is I really understand what makes what motivates me, what, like, brings out the biggest emotions. And I think that if you're a person who's trying to look for your why, I think you need to figure out, like, well, one, why did I decide to do what I'm doing?

And you're gonna give yourself some superficial answer like, I don't want a boss or I want a flexible schedule. Mhmm.

Steve: Right. I mean, if everything works out just fine, we'll have that flexible schedule.

Lizzie: Yes. And so, like, if you start thinking there and you're like, well, why is that important to me? Mhmm. And then you start going into, like, I really hate when people tell me what to do. And then you're like, well, why?

Why do you hate when people tell and then it turns out that you, like, had some sort of thing that happened to you and you never felt like you had control in your life. And once you hit on it, the second that you feel embarrassed or emotional, that's your why.

Steve: Right. Right?

Lizzie: Like, if you can't say it out loud Mhmm. That's what it is. And so, just being really, really connected to that has been, like, my superpower, I guess.

Steve: Oh, that's cool. Well, that's gonna be one of the next questions is what do you consider to be a superpower? Do you wanna elaborate on that or do you wanna move on?

Lizzie: Well, I think that is the superpower. It's right really figuring out what my why is, but then I also can bring it out in people. Right? Just keep asking the right questions. And, I mean, if you've met with me, it's not uncommon to, like, cry the first time.

Steve: Yeah.

Lizzie: And not cry because I've hurt you, but cry because we've got somewhere real very fast.

Steve: Yeah.

Lizzie: And, I think I think that's the beautiful part of, like, any kind of relationships is that you you're having a relationship with someone you trust, someone that you know that cares, and then someone that you know can really bring out the best in you.

Steve: Okay. That makes a lot of sense. So going back, you know, the title of the show from fired to a 100,000,000, let's start with the fired. Mhmm. So let's talk about that story.

Lizzie: So lots of dysfunction in my life. So, I have a very so if you're familiar with the disc test, I have a super high I, and then my secondary characteristic is a high C.

Steve: Mhmm.

Lizzie: So I am inclined to please people, but I also need some it to be perfect and systematized.

Steve: Right. And Highly abnormal characteristic or combination.

Lizzie: Mhmm. Which makes it really tough for me to be successful in my job because I'm a very emotional perfectionist. And so, I had a business partner and I wanted to go I wanted to be independent. And Unfortunately, we had a really colorful, toxic relationship, and it just wasn't going very well. And I was emotional and just not great to be around.

And when you're not great to be around, super emotional. And I never really showed my worth. Like, I always wanted to be the one behind the scenes. Mhmm. I just look like the the troublemaker.

So I got fired from my job and rightfully so because I just didn't was not meeting any of their core values. And it but it was, like, the best thing that happened to me because it forced me to then rediscover my why. Like, why was I being so emotional?

Steve: Right.

Lizzie: And, it got me to realize that, like, I just didn't don't like letting people down, And I don't like being in a system that lets people down. And so it was such a beautiful thing for me to be able to, like, transform and create and build something new. And I read this book, Delivering Happiness, which is ultimately why you and I ended up reconnecting.

Steve: Right.

Lizzie: And, it just changed my entire trajectory of life, like, where I was going, what I wanted to do with customers, what I wanted to provide, and who I wanted to be. And so it got me on to the wow process that people know us for, you know, and just being that person that provided value versus what I got. And so I got fired and then immediately started getting to work. Mhmm. And I'm really scrappy, and I don't let people, tell me I'm going to fail.

So one of the most powerful things that was said to me during that meeting was that, they thought that I was a weak link between me and my old business partner.

Steve: You as in, like, you were dragging

Lizzie: I was dragging them down.

Steve: Wow.

Lizzie: I know. But you know what? I I think that perception is reality, and I did not obviously show my value at all. But it was those words that, like, hung with me the entire time. And so every single time I wanted to give up, I was like, hell no.

I'm not gonna be the weak link.

Steve: Right.

Lizzie: And I never wanted to go down in history as the girl who got fired and was a disaster and sued them and was horrible and just ended up being exactly what they fired her for. Yeah. So I really did a whole lot of, like, introspection. I, like, got into coaching. I, like, really submitted at that time and was like, okay.

You tell me what to do. And then I got I went to therapy. Let's see what else. I read a lot of books. I took a lot of leadership stuff.

Steve: Mhmm.

Lizzie: I mean, I just really was focused on, like, changing the the negative things about me and then using, like, just just the I mean, if you've ever been fired in your life and everyone has been fired at least one time, it's, like, quite possibly the most humbling experience of your whole entire life. Yeah.

Steve: I'm not everything I thought I was.

Lizzie: So it it, like, took me down to my core, but allowed me to, like, build something even better in its place.

Steve: So you said something that was interesting. You said that, you know, that your core values didn't line up with their core values. But, you know, we've done business together for over two years now, and I think our core values line up very well. So do you feel like you had different core values then? Or what what was the clash between yours and theirs?

Lizzie: Well okay. So core values is tricky because you can have core values when it comes to customers, and you can have core values for the culture you're building in your business. Mhmm. And so, you and I have, like, the exact same client customer care goals. Right?

So client first every single time.

Steve: Yes.

Lizzie: And so but, like, at the time, I just didn't know how to communicate needs. Right? So instead of communicating needs, I would complain without solutions, and I would get angry. And not just like like a level five angry. It was mostly like a level nine or 10 angry.

And you just can't be that person in a culture, in an environment. And, like, you know, it's super funny because I love Darren Hardy to death. Mhmm. And I feel like I was the one that introduced him to, like, most people in my life. And he was ultimately the person that told him they should fire me.

Steve: Well, you told me, like, you were you were involved in getting him out there.

Lizzie: Mhmm. And

Steve: then they met with him.

Lizzie: Uh-huh.

Steve: And they talked about whatever

Lizzie: No. They went on to, like, take his courses later on. And then it was like he was just like, well, you just have to get rid of this person. She's taking up all your time, all your emotion. You know, she doesn't fit in with the the culture you're looking at building.

And at the time, they were looking at building, like, a mega team versus, like, really running a branch. And it just what a square peg round hole. And I just wasn't a really good communicator. Like, right, super people pleaser and perfectionist is really hard to, like, not be the boss.

Steve: Well, you're the boss lady now.

Lizzie: So now I'm the boss.

Steve: So it's funny you also mentioned Darren Hardy and telling him to fire people because I've gone to two different one of his events. One was Insane Productivity Live, and the other was the High Performance Forum. And each time I went, he meant he kinda says, you know, there's someone in your on your mind right now that you need to fire. I was like, okay. And I started thinking about it.

And each time I went to an event, I fired two people. I feel kinda bad about it, but it was the right decision for our company core values and, you know, how everything was was working together.

Lizzie: And you never know those things could be, like, the pivotal changing Mhmm. Moment in their life. Because I I think about it and I'm like, god. Would I still be the same person today if I hadn't been fired, if I hadn't been rocked to my core? And I don't think I would have been because I think true change happens when you're in pain.

Steve: Yeah.

Lizzie: Right? Like, something bad happened and it makes you reevaluate and you decide, okay. At this moment in time, I'm gonna become a better person.

Steve: Right. So now you're going through this journey and introspection, and obviously, you improved, right, made a lot of changes. So how did you go and pick up the pieces? I mean, that's all great for mindset. How do you pick up the pieces logistically to get your business to where it is today?

Lizzie: So having taken that back to the Brian Buffini Mhmm. So he has this thing called a confession letter.

Steve: Right.

Lizzie: And I have just been one of those people that understood that, like, the more authentic and more vulnerable you are and just the like, just lay it out. People will help you. Right? So when I was a broke 25 year old, I was like, look. I'm a broke 25 year old, but no one is gonna work harder for you.

No one's gonna be more available to you. Look. I have nothing to do other than service you. And, being able to communicate that story has been powerful. But then so when I got fired, it was the same deal.

It was like, guys, I I became a work terrorist. I, like, kind of try to make it funny. Right? So I became a work terrorist, and I got fired from my job. I can't believe I've lost my way.

But I've never been more humble and more willing to learn and more willing to take your feedback than I am right now. And I promise, if you give me a second chance, I'm never gonna lose your trust again. And so that was the message. I put it out on Facebook. I took out an ad for my long lost clients.

I sent out a letter. I called everyone. I I did not hide from this at all. Like, it was, like, literally fired on Friday. I picked up the phone.

Actually, I spent all Saturday crying. And then on Sunday, I picked up the phone, and I started calling everyone. And it was crazy to see the amount of people that wanted to see me succeed and help me. Mhmm. And because I was just willing to say, it was all my fault.

This is what's wrong. I'm gonna change, and here's what I need if you're willing to help me. And, so I did that. Within that weekend, though, I pulled together 17 loans. Like, the first month I was at Prospect, I closed 27 deals.

And it was literally because all of the amazing people that I I have in my life were, like, rallying behind me and my team. And, also, I will tell you that, logistically speaking, there's no way I could have done it without Caden and Alejandra and Sam. They it was like Jerry Maguire style. They're like, okay. Well, we're gonna offer your people jobs.

And I was like, well, we're gonna see who they wanna work for. They got they came I had four assistants at the time. Yeah. And three came with me. Me.

Steve: Wow.

Lizzie: So, they were amazing. And so we all got on the phones. We literally had no laptops. We had I they used one of my, like, Apple, and we took all our apps on the paper. We phoned everybody with our cell phones.

I mean, it was crazy. But they were super committed. All we did was spend it was, like, eight hours on the phone dialing. Mhmm. And we were able to turn a business around, like, super fast, but it was no excuses.

It wasn't like, hey. I need a logo, or hey. I need this, or hey. I need this to be successful. It was like, hey.

Here, I used to do I do the core training.

Steve: Right.

Lizzie: So we have a form called the lead tracker. And lead tracker keeps all your names and phone numbers and emails, and I got to keep those. Right? Because I'm I know. I was a paper person.

Steve: Yeah.

Lizzie: So we called every single lead I had, every single referral partner I had in my phone. I took out the ads. I mean, we just got to work from the moment we got there.

Steve: And what year was all this?

Lizzie: That was, I think 2013. I think it's either been four or five years now.

Steve: Okay. And so from there because I'm I think you mentioned also, like, you you connect with everyone through Facebook as well. Mhmm. So how does that how'd that play into a role in your rebuilding your your database?

Lizzie: So I didn't have everyone's phone numbers. Right? But I did try to friend everyone on Facebook. So at the time, Facebook allowed you to sync your phone contacts with people on Facebook. Mhmm.

So I did I I did the sync, and then I uploaded that confession letter. And then I started messaging everyone and contacting everyone and getting contact information for everyone. Alright.

Steve: Well, that's the definition of scrappy.

Lizzie: Yeah.

Steve: It was just

Lizzie: like a lot of calling. Like, there's no replacement for calling and direct outreach. There just isn't. Yeah. You know?

Steve: Well, our last guest, Brent Dani, is talking about talk to people. And that's it. Just go out there and just talk to people. Don't do anything else. Yes.

So what does your, organization look like today then?

Lizzie: So so it's really different. So imagine, like, a room with people with no with just their cell cell phones and paper and one computer. So now we're located in the Biltmore. I have a really beautiful space in the Anchor Center. I have 20 people that work directly for me, and then I have about 40 branch employees.

We're gonna close 200,000,000 this year as a branch, which I'm super excited about.

Steve: So we gotta update the title.

Lizzie: But, I mean and it's we're very high-tech and high touch.

Steve: Okay. And then, you know, know, one of the things challenges that we all have as realtors is staying in touch with the lead.

Lizzie: Mhmm. So

Steve: how are you able to stay in such great communication and contact with the leads?

Lizzie: So, that's always something that I that a marker that I think will always never be perfect and something that you have to constantly work on all the time. I have built out Salesforce so that things are really automated and constantly bringing things to the forefront so that we're not having to remember it. Mhmm. And constantly bringing things to the forefront so that we're not having to remember it. Mhmm.

Because we're not robots and we're humans. And, you know, I read a statistic once that said that 80% of filed information is never referenced again.

Steve: Yeah. Interesting.

Lizzie: Yeah. It's actually in a book called When. It's a really good read. Mhmm.

Steve: So

Lizzie: if you're putting all of your leads into a CRM, but you're not in the habit of, like, going to that CRM, it's like that's referenced information.

Steve: Right.

Lizzie: So I just make it so that there's a ton of workflows and a ton of things that remind us to keep in touch with them.

Steve: So let's say someone's brand new

Lizzie: Mhmm.

Steve: Into mortgages. What should be their first step first two, three steps for for them to get

Lizzie: started? So whether you're in mortgages or real estate or any kind of sales, the very first thing that you need to do is comprise a database.

Steve: Mhmm.

Lizzie: And that database, I would break it down into three different people. If you've never had a past client, you're gonna break it up into two. But it's, influencers, so people who have an impact within their community or their group of friends or their business, and then it's business contacts. Right? So people that you're meeting with that they understand the networking game, they understand referrals, you know, you scratch my back, I scratch your back kind of thing.

Steve: Right.

Lizzie: And you wanna get at least a 150 people in there. K? And then from that list of a 150 people, you categorize the day, you figure out, like, you know, so on Mondays, I call my favorite people. Right? And then on Tuesdays, I do update calls.

And then on Wednesday, I'm calling my database. If you don't have a database, you're calling leads. Mhmm. Thursday, you're calling your hot leads, so you're getting them in the car on Saturday. Right?

Or you're going to visit with them on Friday. And then Friday is business people.

Steve: Alright.

Lizzie: Right? So I just comprise the list, figure out a daily theme. Right? And then, like, I would contact no less than 60 people a week and not the same people, different people.

Steve: Wow. 60.

Lizzie: 60. And then figure out a good milk route. So I am better in person than I am ever gonna be on the phone. Even though I, like, had multiple years as an ISA Mhmm. I'm just I think I'm just better in person.

Yeah. Well, I mean, I think that everyone should be able to sell better in person.

Steve: So I think that's great. Right? So I think having that phone touch is amazing. That's way better than texts and emails and whatever people are using now. And then what's even better than a phone touch is a face to face.

Lizzie: For sure.

Steve: Yeah.

Lizzie: And so if a milk route is typically so that mall route that I did where I, like, would bring people coffee, that was my milk route. It's like going to see the security guards, going to talk to the Dillard sales ladies, going to talk to the puppet shop shop and the cigar shop and all those different the timeshare people. Right? Just getting to know them. I mean, that's where I built my first clientele.

Steve: Wow. Now what what would you consider us to be some of your critical components to your success today? Like, what are the three tools that you cannot do without today?

Lizzie: A database is number one. Right? And I think anybody in sales will tell you that a database is, number one. And then having a structured system for follow-up. Mhmm.

Right? Because, like, database is a tool, really. Right? And what you do with that tool is really the most important thing, but you can't do the action without the tool.

Steve: Yeah.

Lizzie: Right? So it's having a really good system, a database. And then I would say being able to communicate your vision within stories. Right? So being able to, you know, connect with people by so, like, I've told I I started a blog this year just because I used to write these really long Facebook posts and everyone's like, you should just start a blog.

And, so I started a blog, but it was I based on the idea that I really wanna be able to share pain, but then also give you the tactics for how I solve my problem. So, like, I wrote one on how to get out of debt, and I wrote one about how I became, you know, what happened for to make me a receptionist to where I am today, you know, things I learned since I was 35. And I have a a series of other ones. So, right, the way that you can communicate your why, Mhmm. Right?

And that it provides value for other people in a story, I think, is super valuable. And I think it's the way that marketing is going nowadays.

Steve: Oh, a 100%. And I think that, you know, the blog that you're doing is fantastic, but I wouldn't stop putting the stories on Facebook too. I will do both.

Lizzie: I do. So, like, as I'm talking about, like, why I wrote the blog Mhmm. I mean, it typically comes with a very long piece of post, which is not as long. And it comes with cool photos.

Steve: Okay. And then I think a lot of what you're talking about today is gonna be extremely effective for anybody in any industry. I don't think it's limited to to mortgages. I don't think it's limited to real estate sales. So is there anything else you like to teach or, you know, present to all the young entrepreneurs that are trying to get into any industry?

Lizzie: Yeah. I I would say that, like, most of the stuff that I learn nowadays Mhmm. Isn't from real estate or from mortgage professionals. I'm taking a lot of notes from the restaurant industry. I'm taking lots of notes from influencers, lots of notes from, like, hospitality.

Like, I literally was my property manager at the anchor center is, like, somebody I'm really trying to replicate their customer service. I've never been happier with a landlord in my entire life.

Steve: What are some examples of things I've done that are blowing you away?

Lizzie: So they are really good at good Popeyes. Right? Like, every month, they drop off something. They're constant with their communication, letting us know what's going on and what additional features they have, like car washes. They bring in food trucks on a weekly basis.

They brought in an ice cream trunk. I mean, they're just very, like, proactive in their communication, and it's always, like, a one, like, one up. And I have had issues, don't get me wrong, with the office. Like, there's a pipe that broke or, like, the sink didn't work, and I've never even thought once about leaving Right. Because of how well they take care of us.

And I thought about that. And I'm like, god. I want people to rave about me the way I'm raving about my property manager.

Steve: Well, I kinda wanna maybe move over there now. If I wasn't if I didn't live in Chandler, maybe I move well, move my office a little bit closer to you.

Lizzie: Yeah. I mean, I wouldn't rent anywhere else.

Steve: So what are some of the greatest lessons you've learned?

Lizzie: I think the biggest thing is, and I I'm so bummed. So it was like a Chinese proverb that I can't remember, but I remember the gist. Okay?

Steve: Okay.

Lizzie: And it was that if you aren't humble, you can't learn anything. Mhmm. So if you think you know everything, like, you're just un teachable, uncoachable. And somebody said that to me right before I got fired. Oh.

And I I thought and it wasn't, like, not the people firing me. It was, like, somebody else said they quoted the proverb and then

Steve: It wasn't necessarily directed at you. It was like, hey. Check this out.

Lizzie: I'm sure it was directed at me in a really nice way.

Steve: Okay.

Lizzie: Like, you know, like, hey. Have you ever heard this? So that was one of the most impactful things. And so I always really, really try to stay humble. Mhmm.

Because I know that it's not me. Like, you know, as team leads, we just get to take credit for everything. Right? But there's, like, 20 people that work super hard on my team that, like, blood, sweat, and tears that, you know, don't get the credit that I do.

Steve: Right.

Lizzie: Right? So, like, I know that this is not me. This is like a like, an accumulation of everything that the team does, which, by the way, shout out team if you're listening to this. I love you and couldn't do this job without you. So always stay humble and then always wanna learn.

Yeah. Like, things are constantly changing. Like, this industry is never going to stay the same. I mean, we're already in a big shift right now, in case you can't feel it. We're in a shifting.

And, you know, people are terrified that they're gonna lose their jobs to technology or big, you know, investors. And what do we do next? And it's like, well, these are the types of markets that build people. Right? This is, like, when you get the most market share.

So just always be willing to learn, stay humble. And then the third thing is, like, never lose like, you gotta

Steve: be scrappy.

Lizzie: Right. Right? Like, if you aren't scrappy, you're

Steve: dying. Well and I like, you know, to touch on that, the part about, it's changing. I don't I think not only is it changing, but it's gonna it's gonna keep changing faster.

Lizzie: Mhmm. So if

Steve: you're not staying on top of it, you're only gonna fall further and further behind. And I think the the first part the first lesson you mentioned about the the learning and the day you stop learning is that, you know, is when things start to kinda start falling apart. So I think that's one of the core values that, what was their first core value for selling homes is, growth. And it's that you have to be willing to learn because if you're not willing to learn, then what are you even doing? Like, I didn't mean I didn't even wanna hang around with you at this point.

Right? Because you're not gonna get better. You're gonna be stuck at this level and then go down from here. It's not even be fun hanging around with you.

Lizzie: I know.

Steve: Yeah. Okay. So, what are you learning right now?

Lizzie: So I've actually been really studying time management and, like, not just like a schedule. I've really dove deep into understanding the science behind, you know, our daily schedules, our circadian rhythms, you know, when I can be the most effective. I just think that, like, the you know, it's we're trying to improve 1% a day.

Steve: Right.

Lizzie: And, like, inefficiencies, like, when are you gonna be your at your best in sales? Mhmm. Right? Or when am I gonna make the best decisions? Or when should I be having meetings?

So that's really what I'm focusing in right now because I just wanna hone those skills in really good because there's only so much time in a day. Yeah. And, in case you can't notice, I'm about to pop up my third babes. So I gotta figure out how to do the same amount of work in a shorter amount of time.

Steve: Right. So right now, is there any I think you mentioned when

Lizzie: Mhmm.

Steve: Was the book that's Yeah. Like, is there right now that's your favorite book when it comes to time management or what's

Lizzie: So I've read a couple books. So so when I thought was the most interesting because it was a totally different perspective on time management. It was, like, really bunch of science, which I kinda geek out on that kind of stuff. And then I'm co reading this book called The Ultimate Sales Machine by Chet Holmes. Mhmm.

The book was recommended to me, like, more times than any other book has ever been recommended to me. And I couldn't read it because the name is so cheesy. Sorry, Chet Holmes. But it's a brilliant oh, well, still. Sorry, Chet Holmes.

But the book is brilliant. Yeah.

Steve: The book's amazing.

Lizzie: Yeah. It has nothing it's like, I feel like the title is misleading. Mhmm. Right? Like, well, I guess you could become the ultimate sales machine, but Yeah.

It's really on management, time management, productivity. I mean, the book is really, really smart.

Steve: There's a lot of really good content in just one book.

Lizzie: In in a chapter too. Like right? Like, I I was, like, three chapters in, and I was like, this is the best book I've ever read. Yeah. And so so that book.

And then, you know, I I'm trying to think of what other one I was thinking of, but it slipped my mind. Obviously, it wasn't my favorite book.

Steve: So how has failure shaped your life?

Lizzie: I think that failure is the only thing that has really shaped my life. Up until this point, I've had I think the coolest thing about where I'm at today is I just have failed so many times. I and I think that just learning from those failures and getting better and better each time is big. But the fact that I fail a lot means I also win a lot. Yeah.

Like, one of the coolest things that Darren Hardy ever said to me in a group of people was that the pendulum can never swing in just one direction. So you can never just fail.

Steve: Right.

Lizzie: Right? But so you'll succeed just as many times so long as you continue to try. Yeah. And it's always just been beautiful for me. I like that was one of my my favorite blog posts was I was like, I just don't believe that there's any real failure out there.

Yeah. Because, like, the worst thing that happens is you just learn something super important that'll change your life and make things better for the future so long as you're humble enough to accept the lesson.

Steve: Well, and I think it's not just the the failing. Right? There's a lot of people that will try something, and they fail. It's like, well, I tried it, and it was over. I think it's what you said was that the failure and then the introspection and then what did I learn from it?

And I I wanna add to that. You wanna fail as fast fast as you can, as many times as you can. Because the more you fail, the better you're gonna get.

Lizzie: Yeah. It's really hard for me to fail fast though because I am a high c personality. Mhmm. I really have to think about all of the steps and all the measurables and all the things. So I fail kind of slowly.

But when I fail, it's really big. So I really learned.

Steve: Everyone knows about it. Okay. So what have you read that everyone should read? I know we've already mentioned a few books already.

Lizzie: Mhmm.

Steve: What book have you read that's been super impactful?

Lizzie: So I've read a couple books that have been super impactful. And oh, the other book that I was thinking of that I forgot Mhmm. Was Getting Things Done by David Allen.

Steve: Oh, I've heard amazing things about

Lizzie: that one. That book really it was also really amazing. But the most impactful book I would say to read, if you're only gonna read one business book, is The Compound Effect. Mhmm. So that's why I felt, like, so in love with Darren Hardy.

I was like, oh my god. This guy totally gets it. And I would read that book religiously every single year. It's actually, inspired by a book called called Slight Edge too. So the both those books are really huge.

But it just talks about all the little things that you do on a daily basis. Like, the one little action means nothing.

Steve: Right.

Lizzie: But then over the course of time, that little action compounds to mean something. And, so that book I thought was huge. I think if you're just beginning in sales and real estate or mortgages, you should read The Seven Levels or Mr.

Steve: Schmooze Mhmm.

Lizzie: I think. And then if you're really looking to build a business, Delivering Happiness, I think, was a total game changer for me. Yeah.

Steve: That's a must read for my team. So there's a lot of books that I love, but, Delivering Happiness is a must read. Because if you wanna understand our company culture, you have to you have to love this book. So okay. And then what have you done that everybody should do?

Lizzie: What have I done that everybody should do? I think getting coaching Mhmm. Is something that everybody should do. I I think that there's something to be said for accountability and having to tell people out loud if you've actually done the thing that you said you were going to that moves the needle. Mhmm.

It's kinda like confession. Right? There's lots of people who don't really believe in it. But when you really gotta tell someone who's gonna judge you on the other side Yeah. At least for me, it's very impactful.

But it also gives you, like, a different perspective on business.

Steve: Yeah.

Lizzie: Right? So I've never had people who understood what I did in my my circle. You know, everyone, you know, they look at real estate agents or they look at loan officers and they're like, oh, yeah. Your job looks so fun. Mhmm.

Steve: You just, like,

Lizzie: golf and sleep all the time.

Steve: And make big checks.

Lizzie: Yeah. I know. Right? It's like, oh, I haven't had to sleep. I'm gonna be both, like, sleep in a long time.

Yeah. So I just feel like having other people that could relate to me and that I could, you know, talk about, like, employee struggles or talk about, you know, how to overcome objections in my industry. I think it's so super crucial. And when you don't have that kind of, you know, ability to bounce off those ideas, I think you're just kinda stuck.

Steve: Right.

Lizzie: Right? And, you know, I think they said the definition of insanity was doing the same thing over and over expecting a different result.

Steve: Right.

Lizzie: Well, coaching helps you not be insane.

Steve: Is there any particular coaching program that you would endorse at the moment?

Lizzie: I there's so many. Right? There's multiple ways to skin a cat. I mean, for me, the core has been super life changing. I mean, they're the reason that my business so my business has grown.

So when I was a top producer and got fired, I did a 167 loans that year. And then Pretty good. Yeah. It's really good. No.

No. No. I'm not

Steve: You got fired doing a 167 loans?

Lizzie: I did. You have to be a real big, you know, to get fired. So I did. But the next year, being coached by the core, I did 238 loans Okay. And then 412 and then '5 100 and '39 and then 634.

And this year, we're gonna close 800.

Steve: Yeah.

Lizzie: Right? So, like, that kind of momentum and training, it it happens because you're being trained.

Steve: Right.

Lizzie: Right? Not because I just figured it out myself. It's because I had really good guidance and people that were constantly holding me accountable. So if it's one thing that you can do for your business, it's get coached sooner.

Steve: And I think that, you know, I you probably don't wanna plug it, so I'll plug it for you, is that you coach real estate agents too to help them build up their business.

Lizzie: Yeah. I coach loan officers and real estate agents. Yeah.

Steve: And another thing, that you didn't touch on is that you also run a mastermind. So you wanna talk about masterminding?

Lizzie: Yeah. I mean, I think that the more so, like, you're the sum total of the five people. I really feel like I'm just like regurgitating a bunch of good quotes.

Steve: Yeah.

Lizzie: Of the five people that you hang out with the most. Mhmm. And I think that you always wanna be the dumbest person in every room. And masterminding is kind of what that makes me. Right?

I, like, get the best people in my industry together to share ideas. And what's beautiful about masterminding, if you find the right people who are, like, willing to give, right, and they're not, like, of a scarcity mindset, you can come up with some of the coolest, neatest ideas. And, or or you can find out the idea that you thought was so super amazing. Someone's tried 12 different times, and this is how they failed at it. And it made me not as such a great, brilliant idea.

I mean, it's just crazy to see, like, you know, how all these brilliant people do their job and how different all of them are and how they execute. I mean, it's it's just it's super amazing.

Steve: So let me take the time now to apologize for all those times I've shut you down in the masterminds.

Lizzie: Like, not such a good idea.

Steve: So why do you think the some of the people fail when they get into mortgages?

Lizzie: I well, I think people fail for a variety of reasons. But I think that people fail because of fear. Mhmm. Like, bottom line. It's like they're afraid of asking people for business.

They're afraid of looking needy. They're afraid of coming off as a salesperson. They're afraid of, you know, doing the activities. They're afraid of getting rejected. I mean, they just they're just like failure to launch.

I mean, I think that's the biggest thing. And, like like, this is what's hard. You are a salesperson.

Steve: Mhmm. Embrace it.

Lizzie: Yes. But if you're if you're only out for what's in it for you Mhmm. You should be afraid.

Steve: Alright.

Lizzie: Right? Because who wants to work with this show me the money guy? Mhmm. Everyone's rooting for Jerry Maguire. No one really likes that guy.

Steve: Yeah.

Lizzie: Right? So, like, you just wanna be the person who's like, how can I provide you value? And realize that if you're not doing it, what is preventing you from doing it? And then write write that list out and then tackle step one, step two, step three, step four. But you you can't be failure to do something.

Right? Like, this is one of those industries that, like, will chew you up and spit you out.

Steve: Right.

Lizzie: And it's like, you'll feel amazing one minute and then get an angry text the next minute and feel like you suck. I mean, there's just there's nothing for it. So you gotta have really thick skin, but you also have to be willing to accept that you are not perfect and learn how to say a really good I'm sorry. Mhmm. And everything will work out.

Steve: That's really good. Writing out all the reasons why you don't wanna do it or you can't do it or whatever and then solving each one one by one. That's brilliant. That's the first time I've heard that.

Lizzie: So It's how I coach my team members.

Steve: Is it? Yeah. It's like

Lizzie: or when or just in general, like, this is actually really good scripting. So, like, if somebody doesn't wanna do something, you're like, okay. So I know you don't wanna do this. You're probably never gonna do this. But if you did do do this, what would have to happen to make that happen?

Yeah. And then they tell you and you're like, so if I make all this happen, so then you'll say yes? And then No. They can't say no because they've just told you why. Yeah.

So, it's but then you're removing obstacles. If you're the boss, that's your job. Right? You want them to do something. They don't wanna do it.

Find out why and fix it.

Steve: And I think, there's two things that have been really helpful for me with my business that I learned from you. One of them is the, Wow program. Can we talk about the Wow program?

Lizzie: Yeah. So the Wow program I came up with after delivering happiness so that this was my version of that. Right? It was how do I show people how much they mean to me? Yeah.

Right? And how because I like, that's the one thing that I've always struggled with because I am a a total, like, people pleaser at heart. And I just never want people to think that, like, I took more than I ever gave. And I wanted them to know that, like, their life meant something to me outside of their mortgage transaction. So, I started paying attention to their life events and started paying attention to, like, things that were important to them or, you know, birthdays.

I mean, birthdays have been a really big thing. If you know me or follow me, you know, I'm a good sprinkles cupcake girl.

Steve: Mhmm.

Lizzie: And, so just making people feel loved and special. Right? So there's a a book called The Five Love Languages, and it talks about all the universal love languages. But gifts is pretty much, like, either on the top top or right in the middle for most people.

Steve: Yeah.

Lizzie: And so the Wow program is just centered around honoring all the people that are special in my life and making sure that they know that they're special to me and not just because of their home loan.

Steve: Yeah. And another thing was the Tuesday calls. You wanna go through that real quick?

Lizzie: Yeah. So, one of our value adds is that, you know, we are going to because I know that most real estate agents are scared of asking for referrals. Right? And they don't wanna ask unless they've done a perfect job. So one of the things that my team does is ask for referrals for them.

Mhmm. So on every Tuesday, we give an update for their home loan, and we ask them a series of questions. We ask them on a scale of one to 10 if we have met their needs. And if they give us anything less than an eight, we will not ask for a referral, just so you know. But then the next question will be, well, what would it take to get to a 10?

Or if it's a 10, it's like, why is that a 10 so I could go report back to my team and make sure that we keep doing this? Yeah. And then is there anything else that I can do for you? Are you sure there's nothing else I can do for you? Mhmm.

I wanna make sure we're doing everything we can for you. Right? Okay. So if there is nothing else, it would mean a lot to me if you knew of anybody that was looking to buy or sell in the last week, if you would give them your our information, do you know of anyone?

Steve: That's powerful. In fact, I actually have that printed, and we call it the cadence script.

Lizzie: It is the cadence script.

Steve: So I give it to my my people, and I say, hey. You know, when you're talking to them, we're updating them. Use the script. Mhmm.

Lizzie: And so

Steve: the question is, hey. We didn't get that many referrals this week. You know? Did you use the Kadence script?

Lizzie: You know, that it's crazy because I think you just have to ask, but you cannot ask unless you're really trying to go above and beyond.

Steve: Right. So a random question here. On a scale of one to 10, how weird are you?

Lizzie: 10.

Steve: 10?

Lizzie: Yeah. I mean, people who know me probably say more than 10. I mean, I'm just, like I don't know. I'm, like, so many things in one.

Steve: Alright. So, thank you so much for, you know, being on the show. If someone wanted to get a hold of you Mhmm. What is the best way to do that?

Lizzie: So, the best way to get a hold of me is, contacting me through our website, which is lizzyhoeffer.com. So l I z y h o e, f f as in Frank, e r dot com. And you can call me on my team line, which is (480) 818-6222.

Steve: Perfect. And, again, if you guys like this show, please share this episode right now. And, we are gonna be here, next Wednesday at 2PM. We got Kevin Kaufman, a real living rock star. Last year, his team sold 552 houses for just shy of 150,000,000 in sales volume.

And be sure to visit our website, realestatedisruptors.com, to find out more about our upcoming events. We did have, happy hour last night. It was great. We had some amazing knowledge being shared. So, if you wanna find out more about the next event, please do check out there.

And, again, thank you very much for being here.

Lizzie: Thank you, guys. I appreciate it.