Achieving 10X Growth with TV Marketing | Tony Javier | EP 27

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Speaker 4 There used to be very little visibility and control in Treasury.

Speaker 5 Today, JP Morgan Payments delivers real-time dashboards and control at your fingertips.

Speaker 4 That's the power of clarity.

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Speaker 7 Copyright 2025.

Speaker 8 JP Morgan Chase Company, All Rights Reserve, JP Morgan Chase Bank, and a member, FDIC.

Speaker 2 Deposits held in non-U.S. branches are not FDIC insured.
Non-deposit products are not FDIC insured. This is not a legal commitment for credit or services.
Availability varies.

Speaker 2 Eligibility determined by J.P.

Speaker 9 Morgan Chase.

Speaker 2 Visit jpmorgan.com/slash payments disclosure for details.

Speaker 10 Hey guys, Justin Colby here.

Speaker 11 If you're liking the entrepreneur DNA and you have an interest in real estate, I'd encourage you to go over to the science of flipping podcast and start checking some of those episodes out.

Speaker 11 I've been doing it now for over 11 years and we have over 400 episodes.

Speaker 11 So if you have any interest at all in real estate investing, whether it's single-family flips or apartment rentals, go over to the science of flipping and check out some episodes on that podcast on Apple and Spotify as well.

Speaker 11 See you over there. Welcome back, Entrepreneur DNA family.
We are back with another incredible guest.

Speaker 11 This is someone that I've been talking to a lot recently because he's advising me even more about marketing, branding, and the power of TV. I call him Mr.
TV myself.

Speaker 11 20-year entrepreneur, and he is taking TV to a whole nother level in terms of marketing, branding, and scaling businesses. Tony Javier is here.
What is up, my friend?

Speaker 10 What is up, man?

Speaker 10 Good to see you again.

Speaker 11 Yeah,

Speaker 11 we've been talking a lot recently. And so I'm excited to take our business relationship and friendship to the next level here and do some business together.

Speaker 11 But I think all people need to hear your message from this podcast. I think they need to know a couple of things I want to be takeaways.

Speaker 11 I think they need to understand how someone can last 20 years as an entrepreneur, what your journey has been through that.

Speaker 11 They need to understand marketing and branding and the power of TV in relation to the two separate subjects.

Speaker 11 I don't think a lot of people really even understand the difference between marketing and branding and you do

Speaker 11 and the ability to scale through that, right? And to build a scalable business because of your intentional marketing and branding.

Speaker 11 I think if we can knock that out in this episode, brother, I think people are going to rave about what we've been able to share here. So let's just start with

Speaker 11 your 20-year journey of entrepreneurship. Let people know a little bit about what that has, you know, encounter.
Obviously, expert real estate investor. I mean, so many different things you've done.

Speaker 11 What does that all look like for two decades?

Speaker 10 Yeah, I love sharing the journey. So, you know, 2001, I was in college.
I was in my third year of college, I believe.

Speaker 10 And I wanted to,

Speaker 10 I switched to accounting. So I wanted to be a professional football player, hurt my knee, ended up, you know, killing that dream.

Speaker 10 So I I went back home to Wichita, Kansas, which went to Wichita State University, not knowing what was going to happen next. I switched my major to accounting and then eventually to business.

Speaker 10 And then one night, I found Carlton Sheets' No Down Payment System. It was a late night infomercial.

Speaker 10 So that's what got me into

Speaker 10 real estate and business.

Speaker 10 And so I just saw people buying properties with no money down and, you know, all the testimonials of people creating this, you know, massive amounts of wealth wealth in a short amount of time.

Speaker 10 So, I was in trade. I bought the course and just started buying properties.
Uh, five months after I bought the course, I bought my first two properties.

Speaker 10 Um, each of them had, I think, fifteen to twenty thousand dollars worth of equity when it was said and done.

Speaker 10 After I was done fixing them up, um, so created a little-I mean, think about it, how long does it take you to create thirty to forty thousand dollars in equity in anything, right?

Speaker 10 You typically it takes a long time, yeah. So, I was fortunate enough to find a business that was able to create

Speaker 10 a good amount of net worth pretty quickly and also was able to create nice chunks of money from buying and refinancing properties, getting cash out, and also by flipping properties and selling them.

Speaker 10 And I think it was 23, 24 years old, I had a net worth of about $300,000, which back then was pretty substantial. I mean, even now it kind of is, but of course, you see people today.

Speaker 10 There's all kinds of stuff on the internet and podcasts and software and all that kind of stuff. You can scale businesses much faster.
But back then, the internet was just starting.

Speaker 10 So, you know, you had to buy the CDs and the books and go to the seminars and those kinds of things. So to scale a business was definitely much tougher back then.

Speaker 10 So that's kind of what started the journey was real estate.

Speaker 10 And it's interesting because I listened to something the other day and they showed the statistics of how many people start businesses and how many people fail.

Speaker 10 And the failure rate for year one is pretty high and then year two gets higher and year three gets higher. And by year five, like I think it's like 95% of businesses.

Speaker 10 I can't remember the exact stat, but it's a substantial amount of businesses who go out of business within five years.

Speaker 10 And so the guy, and the guy said, you know, if you create one business that does really well, you've kind of hit the jackpot.

Speaker 10 If you can create multiple businesses that do well, you've really like, that's like you're like the unicorn. Yeah, it's like another level of success.

Speaker 10 So I've been fortunate enough to have two businesses right now that have scaled. I mean, they're not $100 million businesses by any means, but they're pretty substantial businesses still.

Speaker 10 You know, we flip properties, we have a media company, and

Speaker 10 I'm just fortunate enough now that I've got, you know, multiple businesses that run without me.

Speaker 10 And it took a lot of, you know, pain and suffering the first 10 to 12 years for me to to say, I need to do things smarter. I need to do things easier.
And I made that switch.

Speaker 10 And it's just been a game changer going from working in the business as a technician doing everything to finally stepping out as a business owner.

Speaker 10 And then recently kind of more stepping back as an investor where really I'm kind of just an investor and advisor for my companies and my team runs everything.

Speaker 11 Yeah, I want to stay here a little bit on this topic that you talked about about failure within business. I want to stick to this for a little bit, which is it's interesting.

Speaker 11 I've been, I've been receiving personally a decent amount of calls from some of them, mutual friends of ours, people who have been around and been in business a long time that are like questioning, right?

Speaker 11 Do I have the fortitude? Do I have the resolve to keep going? Like things are getting challenging in business. And it's interestingly enough,

Speaker 11 I always believe it comes down to the first law of success that I believe in, which is you have to decide what you really want and then become the person you need to be to get that thing.

Speaker 11 And if you do that and you commit to doing that, then

Speaker 11 nothing's going to break your resolve. Nothing's going to break your ability to keep pushing.

Speaker 11 But you talked about, you know, within the first decade, first 12 years of your business, you learned a lot of lessons. It was not easy.

Speaker 11 There was a lot of things that you did wrong and you learned from and pivoted and iterated.

Speaker 11 Here you are now.

Speaker 11 But talk to the people that might be going through something like this, because I think, you know, again, you didn't know the exact statistic, but I've read something similar where it's like some crazy high, like 90, 95, 98% of people who start businesses within the first five years fail.

Speaker 11 They quit. They give up, right? They go out of business.

Speaker 11 What keeps your ability to stay in business? What did you stick to? What did you hold on to? What was the thing that said,

Speaker 11 even though these are challenging times, even though we talked about how you lost $500,000, even though you went through these things, why did you keep going?

Speaker 10 Well, for me, I've always had this internal drive to be the best I possibly could be.

Speaker 10 So at six years old, I was, you know, diving for balls and like, you know, something, something that six-year-olds didn't do. You know, I was making diving catches.
I was like,

Speaker 10 I was running a hundred miles an hour. People called me a one-man team because at six years old, what are you? You know, you don't, you like, you don't really have a lot of drive.

Speaker 10 But for me, I just instantly wanted to be like the best.

Speaker 10 And I think that it was maybe, maybe could have been some childhood trauma of not being seen and, you know, having seven sisters and that kind of thing. And so I had to kind of stick out.

Speaker 10 But I think, you know, I was fortunate to, to be kind of born with that, that, that internal drive. So that's really

Speaker 10 what kind of kept me going through the tough times. For those that are going through tough times, I did it the wrong way.
When I, when I went through tough times, I internalized things. I

Speaker 10 worked harder to try and get over whatever it was that I was going through.

Speaker 10 So for those that are going through tough things, the things that I would say is,

Speaker 10 and I heard a quote yesterday, it was, if you want to go fast, do it alone. If you want to go

Speaker 10 further and longer, do it with other people. Together.
Yeah. Or together, yeah.
And so with that, for the first 10 to 12 years, I didn't really talk about my struggles with anybody.

Speaker 10 I didn't go to a therapist. I didn't go to coaches.

Speaker 10 I thought that if I had a problem, I needed to keep it to myself because if I told people that I was doing something wrong or that something is an issue, that I would look bad, right?

Speaker 10 That people would look at me and be like, you're a failure. You're this, you're that.

Speaker 10 And, you know, I really respect, I have a ton of real estate investor clients that

Speaker 10 I get a call every once in a while. Hey, I'm struggling with something.

Speaker 10 And I will, like, I had it happen yesterday. It was, it was, it was actually something else besides business.
It was actually ended up being health, health stuff.

Speaker 10 But I just love when people call me and say, hey, I have an issue and I'm able to like literally within 30 minutes change their mindset on something, right?

Speaker 10 Because I've been through so much crap, you know,

Speaker 10 through business and life for 23 years.

Speaker 10 You know, now I could say things are really coasting. We have more consistent revenue.
We're doing record months. I've got a great team.
So people would look at what I have and be like, you're lucky.

Speaker 10 This is all great. But to get to this point or anybody who gets it to a successful point, there's always going to be downturns.

Speaker 10 Even five years ago, I had to let go a bunch of my staff in one of my businesses and it was really, really hard.

Speaker 10 And it took a toll on me because not only did I have to let go of a lot of staff, but I had five family members working for me and I had to let go of four of them, right?

Speaker 10 I kept one of my family members that had been with me a long time. It was very brutal.
Not only that, but people knew my business in the community.

Speaker 10 And so, of course, there was rumors going around that I was going under and all this kind of stuff. Sure.

Speaker 10 Luckily, I was able to downsize, reset, and then, you know, because of what I know now, I was able to talk, talk through it, you know, through it with people,

Speaker 10 you know, create a strategy, you know, all that kind of stuff. And our business actually is now from 2019 when we had to downsize, 2018 was a peak year.

Speaker 10 We're not doing quite as much volume, but we're making like twice as much money as we were back in 2018, which we were doing record numbers.

Speaker 10 So that's another, I guess that's another, you know, kind of thing for you is that sometimes when things happen to you, it's a blessing.

Speaker 10 I was able to downsize the business and I realized that I just had way too many people on staff.

Speaker 10 So by downsizing, I was able to right size and now

Speaker 10 we do less volume with less people, but our profits have doubled. over what we were doing back in 18.
So it's a much more efficient business, right?

Speaker 11 I say that a lot. I think there's a lot of people who want bigger and they think that somehow is better.
Like, I want to make $5 million a year and, you know, do 300 deals in the real estate side.

Speaker 11 I'm, you know, whatever those numbers are. And I say, brother, like, I've been that guy.
I've done that. And I'll tell you, I don't have that operation now.
I don't have that many people.

Speaker 11 And my bottom line is thicker. Bigger is just not always better.
And do you echo that?

Speaker 10 Oh, 100%. Yeah.
When people say they do 100 deals a year, I mean, it's impressive. To do 100 deals a year is absolutely impressive,

Speaker 10 no doubt. Like you have to have something that you're doing that's right to do 100 deals a year, especially we have some clients doing 200, 300 deals a year.

Speaker 10 But what do their bottom lines look like? And what is their work ethic or what does their work, you know, work balance life look like? You know, I only have to work a few hours.

Speaker 10 I don't even have to work a few hours. I probably work an hour a week on my real estate investing business.

Speaker 10 And I say that not to brag, but more just to like encourage people to think smarter and just to realize that you don't have to work 80-hour weeks. It's interesting.

Speaker 10 It's, you know, back when I started this entrepreneurial journey 23 years ago for the first, and I always say the first 10 to 12 years, because those were,

Speaker 10 I guess I call lesson years,

Speaker 10 working 80 hours a week. I mean, I would literally work seven days a week.

Speaker 10 I'd get up sometimes at four o'clock in the morning and work until midnight just because I thought that if I worked longer hours and I worked harder, things would just start coming.

Speaker 10 And what I learned was, you know, eventually was you hire the right people, you put the right systems in place, you step back from your business and think about your business as opposed to just jumping in and just trying to like run around with your head cut off.

Speaker 10 That's where the magic happens, you know, and we talked about the other day about

Speaker 10 10x is easier than 2x, you know, the book. And the concept is basically if you think about how to 10x your business, you can't do that yourself.
You have to figure out who can help you get there.

Speaker 10 What systems do you have to put in place? What are the things that I have to do that are much bigger than just me that have to be put in place?

Speaker 10 And when you do that, usually it's not you that depend that's dependent on the business or that the business depends on you.

Speaker 10 It's the systems, it's the people, it's all those things that you put in place

Speaker 10 so that you can do things much

Speaker 10 higher level, which to me is strategizing, going to masterminds and seeing what everybody else is doing in their business, having conversations, doing podcasts like this where we can have great conversations and learn from each other.

Speaker 11 Yeah.

Speaker 10 And then just take time off. Like I've been taking a lot of time off lately, something I haven't done in 23 years.

Speaker 10 I'm actually, I'm working half days a lot of days, you know, and what's interesting is I'm way happier, I'm way more focused, and I'm getting way more shit done by

Speaker 11 a lot of days.

Speaker 10 It's incredible how that works.

Speaker 11 Yeah.

Speaker 11 But, you know, to the person who's maybe starting their business,

Speaker 4 there used to be very little visibility and control in treasury.

Speaker 5 Today, JP Morgan Payments delivers real-time dashboards and control at your fingertips.

Speaker 4 That's the power of clarity.

Speaker 6 That's JP Morgan Payments.

Speaker 7 Copyright 2025.

Speaker 8 JP Morgan Chase Company, All Rights Reserve, JP Morgan Chase Bank, and a member, FDIC.

Speaker 2 Deposits held in non-U.S. branches are not FDIC insured.
Non-deposit products are not FDIC insured. This is not a legal commitment for credit or services.
Availability varies.

Speaker 9 Eligibility determined by J.P. Morgan Chase.

Speaker 2 Visit jpmorgan.com/slash payments. Disclosure for details.

Speaker 12 Tis the season of gifting and holds to deck. And the

Speaker 13 And Samsung and Nintendo, they shouted.

Speaker 12 Would they find it in one place? This they questioned and doubted. When suddenly a who yelled, Walmart's the place to start.
And these who added headphones, TVs, and games to their carts.

Speaker 12 With Walmart, their shopping was done in a flurry. They cried out, who knew? and ordered their gifts in a hurry.
Shop the latest tech gifts in the Walmart app.

Speaker 11 After go through those learning years, as you call them, which I think that's a brilliant term. Like, I just don't see another way.

Speaker 11 I just don't, for someone who's trying to create something really big and special, right? Like, for the long run, you're going to have to grind it out for those five years, right?

Speaker 11 You're just going to have to make those sacrifices. It doesn't mean you need to do it harder, not smarter.

Speaker 11 It just you probably aren't going to be able to have the tony life where you're working half days, right?

Speaker 11 You're not going to be able to go start and create and work half days in the way you are right now, brother.

Speaker 11 So, just wanted to echo that for some people who might be more on the learning side of their business.

Speaker 11 Well, let's jump into branding. Let's jump into marketing.
You know, obviously, if you've been in business for 10 years, you know the power of marketing.

Speaker 11 I started a conversation with yourself and several other brilliant marketing minds about this difference between marketing and branding.

Speaker 11 You are Mr. TV, I like to call you, right? You have 10x TV.
For all of you who want to check out what he does, what his service is, go to tv10x.com, tv10x.com. All the information will be there.

Speaker 11 Make sure you're following Tony himself, of course. Let's talk about the power of what you've done and why you even got in and founded 10X TV.
Like, what was the cause of that, right?

Speaker 11 I get asked all the time, like, why do I do anything other than real estate? And I have my own reasons, but I want to hear, you know,

Speaker 11 was it because you understood marketing, you understood branding, you understood the power of this and you said, I got to go all in.

Speaker 11 Where was it? Because you could easily just doing direct mail and cold calling and those things that real estate investors do. So let's talk about that.

Speaker 10 Yeah, so I've always been someone that kind of went outside the box. So while people were doing, you know, ABC, I was doing XYZ, right? You know, I, I tend to find things that nobody else is doing.

Speaker 10 And so back in 2003, I ended up advertising in the phone book. And I was one of

Speaker 10 No, actually, I was the only real estate investor. I think I was the only real estate investor the whole time that was running ads in the phone book.

Speaker 10 I had like two or three other real estate agents I was competing with. And so, you know, talk about 10x.
Oh, talk about 10x. I was spending, I started with $150 a month.

Speaker 10 And I can't remember the numbers, but I made probably, I don't know, 30 to 50 grand my first year on

Speaker 10 what is that, a couple thousand.

Speaker 11 So you spent like $1,200 in the year and you made $30,000 or whatever it was.

Speaker 10 Yeah, something like that. Yeah.

Speaker 11 That's incredible.

Speaker 10 Right. And then could you have spent more out of curiosity?

Speaker 10 could you have spent more like i don't even know how that works anymore like well that's the thing just like we talked about you know before we started you know sometimes you have to start with a test number you know whatever that number is and then if it works scale it up so 150 my first year um i probably spent 200 250 the next year went from you know a little little ad to uh oh yeah which is like a tenth of a page or eighth of a page or whatever it is then ended up doing a quarter page then i'm doing a half page then doing a full page i think the full page ended up being still only like 700 bucks a month or something like that.

Speaker 11 That's wild.

Speaker 11 You're making me feel old, dude. I remember yellow pages.
They don't have them anymore. I don't, not to my understanding.
I think they do.

Speaker 11 Do they really?

Speaker 10 I saw one last year and I was like, they really make these?

Speaker 10 Yeah,

Speaker 10 I know.

Speaker 10 Yeah, but it ended up fading out back in like probably

Speaker 10 2012, maybe or something like that. I can't remember.
It had a pretty good run, but I remember one of my best years, I spent, it was right around eight or 10 grand, and I made

Speaker 10 I was like 150 grand, might have been a little bit more than that, might have been 200 grand just on that small ad spend.

Speaker 10 And so that's, that's, that's kind of where, or part of where the marketing journey started was, you know, finding little things like that that, that people weren't doing.

Speaker 10 And then obviously ended up finding direct mail. And direct mail back in the day, you could send out a direct mail campaign.
You knew for sure you were getting a three, five to eight times return.

Speaker 10 Obviously, a lot harder now these days. And then in 2012, I ended up meeting this guy at a networking event that I wasn't even supposed to be at.
And we ended up becoming good friends.

Speaker 10 And he invited me to this other guy's house that he had just met by chance. And so I go to this guy's house and we were going to play poker.

Speaker 10 So I go down in the basement and I see these two guys across the room and my eyes kind of light up. I'm like, oh, crap, those guys.
I recognize those guys from TV.

Speaker 10 And so

Speaker 10 I had this whole, you know, you know, local celebrity little shock moment or whatever, whatever you want to share.

Speaker 10 And so I ended up sitting next to one of the guys on purpose. And I'm an introvert by nature.
So I just, you know, I just started, you know, do what I do and talk about business.

Speaker 10 That's the easiest thing. And so I said, hey, Chad, I see you on TV all the time.
How are those TV commercials doing? And he's like, dude, we, we, that's all we do is TV

Speaker 10 and we crush it. He's like, we, we do millions of dollars a year in, and, um, in business, and that's all we do is TV commercials.
And I didn't expect that.

Speaker 10 I expected him to say TV is just branding or, you know, we do TV and then, you know, we do that for branding, and then we do all these other things.

Speaker 10 But he's like, dude, all the way to his TV and it drives a ton, ton of business. Yeah.
And then he started telling me all the benefits. And so I started diving deeper.

Speaker 10 And he's like, you know, you're asking me questions that probably my media guy would better be able to answer. He's like, call my guy, Drew.
Here's his number.

Speaker 10 So I called Drew and I said, Hey, Drew, you're the TV guy. Tell me about, you know, TV.
Chad said it might be good for my business.

Speaker 10 So he goes to the stations, negotiates some rates and comes back to me. And he's like, I can get you you several hundred commercials a month for like $3,000.

Speaker 10 And I was like, dude,

Speaker 10 that's like a small direct mail campaign. Right.
So I'm like, all right, let's do it. So I wrote the commercial.

Speaker 10 He went

Speaker 10 and finalized everything with the stations.

Speaker 10 He had a producer. So I sent him the footage of what I had shot.
He edited it. We kind of worked on it together.
I, you know, all that kind of stuff. So first month we launched, I spent

Speaker 10 $3,000 and made $35,000 my first month.

Speaker 11 And that's a great row. 2012.

Speaker 10 And pretty much it's been fairly consistent over the years. It's still 12 years later, my best lead channel.
People still, you know, recognize me when I go back to Wichita.

Speaker 10 I actually live in San Diego now. That's one of the reasons that I am able to work less in the business because it's way far away from me.
And it just completely changed my business. And

Speaker 10 what's interesting about this story is that I told you I was someone that kind of found things that other people weren't doing. Well, back in 2005, I actually had the idea about TV.

Speaker 10 And so I actually called NBC. I remember calling the station.
And I didn't call any other stations. I just called them.
And they were like, okay, for $3,000.

Speaker 10 So ironically, the same ad spend that Drew had given me. But it was only going to be on one station.
I only got like 30 commercials.

Speaker 10 So if there's anything I can tell you about TV and maybe just other marketing methods as well, if you go directly to the source and try and buy, especially, you know, TV, they're going to only be able to sell their station.

Speaker 10 They're going to sell the most expensive stuff or the stuff that they can't get rid of. That's just how they do things.

Speaker 10 And so I didn't know any better. I said, all right, let's do it.
They produced the commercial. They didn't put me in it.
I was young at the time, so I don't know if it would have been great anyway

Speaker 10 for me to be in it because I looked like a baby at that time.

Speaker 10 But they put my logo in there. They had some graphics.
It was probably the worst commercial I've ever seen, but I didn't know better at the time. So we played the commercial.

Speaker 10 After three months, I hadn't gotten one deal.

Speaker 10 I canceled and literally right when I canceled, I think it was like a couple days later, someone called from the commercial, ended up making about $10,000. So I was at break even.

Speaker 10 But my small mindedness at the time didn't know marketing, branding, or anything like that, and stopped. And I just wonder to myself, like,

Speaker 10 what would have happened if I would have maybe continued, I would have had seven extra years of branding, marketing, business that I could have gotten.

Speaker 10 And then we dove into the, into this on a conversation the other day.

Speaker 10 There's reasons that marketing doesn't work. It's either you're not spending enough money, you're not giving it enough time,

Speaker 10 you're not doing it the right way. So meaning you are not doing it the right way, or maybe you don't have the right people helping you,

Speaker 10 or you're not converting the leads, meaning you're not answering the phone, you're not getting out to the lead

Speaker 10 as quickly as you can.

Speaker 10 I see this in so many businesses. I don't know if this frustrates the crap out of you, but when I look up a business and I call and they don't answer,

Speaker 10 that's one thing. I can kind of get over that.
But when they don't call you back or they don't call you back for like three or four days, that drives me nuts.

Speaker 10 So I'm like, that's one of the reasons that business owners, I think, fail is they just, they don't know how to market.

Speaker 10 And even if they do know how to market and get out there, like answer your phone or at least call back within a reasonable amount of time. There was actually a phone call I made.

Speaker 10 I did a post about this.

Speaker 10 It was probably six months ago. And had that person called me back,

Speaker 10 they could have made close to a million dollars from the business that I was going to give them. Oh, my God.
And they never called me back. And they had great reviews.
They were online.

Speaker 10 They had all this huge presence. I left them a message, said, Hey, I'd love to talk to you.
They were a local business here in San Diego. Someone I think had even maybe recommended them.

Speaker 10 And I never got a call back. And so, my God.
The next person that I gave the business to will make a million dollars in a short amount of time from the business that I'm giving them.

Speaker 11 I don't even know what it is, but give me the business, bro. You give it to me.

Speaker 10 Well, let's put it this way:

Speaker 10 I'll tell you,

Speaker 10 it was a business brokerage and looking to sell a business.

Speaker 10 And if you look at business brokerages, they charge high, high commissions. So that

Speaker 11 sale would have made them a million dollars.

Speaker 11 So why did you choose that? The person that didn't call you back, why did you choose that business first? Why were they your first call?

Speaker 4 There used to be very little visibility and control in treasury.

Speaker 5 Today, JP Morgan Payments delivers real-time dashboards and control at your fingertips.

Speaker 4 That's the power of clarity.

Speaker 6 That's JP Morgan Payments.

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Non-deposit products are not FDIC insured. This is not a legal commitment for credit or services.
Availability varies.

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Speaker 2 Visit JPMorgan.com slash payments disclosure for details.

Speaker 12 The Who's Down and Who Newville were making their list, but some didn't know. Walmart has the best brands for their gifts.

Speaker 13 What about toys?

Speaker 10 Do they have brands kids have been wanting all year?

Speaker 14 Yep, Barbie, Tony's, and Lego. Gifts that will make them all cheer.

Speaker 12 Do you mean they have all the brands I adore? They have Nintendo, Espresso, Apple, and more. What about

Speaker 12 who answered questions from friends till they were blue? Each one listened and shouted, From Walmart? Who knew? Shop gifts from top brands for everyone on your list in the Walmart app.

Speaker 10 Well,

Speaker 10 again, I can't remember if someone referred them or mentioned their name, but I remember going online and searching.

Speaker 10 So it could have been someone gave me their name and I went online and searched, or I may have just searched online for that business or that type of business and they came up, but they had good reviews.

Speaker 10 They had had everything look branding spotless.

Speaker 11 That's the branding part. That's where we can start to, I want to bring this into marketing versus branding because that, my friend, you and I both know this, right?

Speaker 11 Marketing is the TV component, but where do they go when they see the commercial? What's the next thing?

Speaker 11 If you don't have a good brand, if you don't have brand recognition, if you don't have a good website, if you don't have a good presence, they're going to be like,

Speaker 11 I think I'm going to use someone else. I've done it in my own life, right?

Speaker 11 Where I, whatever it is, I go and look them up and I'm like, dude, they haven't updated their website since 1989 when the internet started, right? Like, what is this? I'm not using them.

Speaker 11 If they can't focus on their presence and their brand, they don't care.

Speaker 10 Yeah. Yeah.
You can have a great marketing campaign that drives business that they call you and they will do business with you. But these days, a lot of people want to do research.

Speaker 10 So they want to go online. They want to search you.
So. For me, I want to be everywhere.

Speaker 10 So we do, from a marketing standpoint, and this actually helps with branding, but we do TV, we do radio, we do direct mail, we do Facebook, we do Google Ads, we do SEO.

Speaker 10 Like if you search, like if you're driving, if you're watching TV, if you're going online, like chances of you not seeing us in Wichita, Kansas,

Speaker 10 from our

Speaker 10 home buying business, the chances of you not seeing us in a 30-day period is very slim because

Speaker 11 it's everywhere.

Speaker 10 And if someone sees our TV commercial, typically they'll call and they don't do a lot of searching. But if they do, they're going to go online.
They're going to see our Google page.

Speaker 10 We have, you know, 100 and plus five-star reviews. They're going to, our Facebook page is probably going to pop up.
Our Google ads are probably going to pop up.

Speaker 10 Our search engine optimization has our website at the

Speaker 10 top of the rankings, organic rankings for almost every keyword you can think of.

Speaker 10 Like the chances of someone not doing like wanting to do business with us not saying that someone else won't come in and give them a higher offer that kind of thing.

Speaker 10 But we've built the platform and the marketing to make people trust us because we are everywhere, right?

Speaker 10 And not only that, but it all looks the same. Like if you go, if you hear my, I see my TV commercial and you go to our website, you can tell that those are the same business.

Speaker 10 If you hear my radio commercial, it's the same language as our TV commercial. If you see our Facebook page, it's the same branding as we have on our, you know, Google business page.

Speaker 10 So making everything cohesive. And like you said, if things aren't updated, things aren't like there, like I was on something the other day and it said, um,

Speaker 10 uh, what did it, uh, what the COVID mask policy strictly enforced

Speaker 10 still or something like that. I'm like, dude, why would you not take that off your website? Like, you can tell that you don't update your stuff.

Speaker 10 And that, so just little things like that, you could have everything right, but if you have like, you know, something off that, you know, makes people jump off, they're going to go to the next, next, next person.

Speaker 11 And that's what you did, right? They didn't call you back.

Speaker 11 Like you're like, I'm not going to sit here just because you have the biggest presence or maybe even someone referred to you like, oh, well, like, who's hungry for the business?

Speaker 11 And that, that means a lot, right? I mean, but that's kind of more to the marketing. So let's, let's dive into TV and specifically 10x TV, right?

Speaker 11 You built this company and it services how many different industries does this service? for TV commercials.

Speaker 10 Yeah, so we have we have over 200 clients altogether that are running TV with us. We actually started because I had the formula for real estate investing.

Speaker 10 We started that about four years ago for real estate investors. We took our formula and are plugging it into other markets, and it's crushing for other people as well.

Speaker 10 So we have a real estate investor side

Speaker 10 that's exclusive. And then we have all the other industries that we service, you know, attorneys, doctors, med spaws,

Speaker 10 car dealerships. I mean, pretty much any business that you can think of.

Speaker 11 That wants clients.

Speaker 10 That needs clients that

Speaker 10 have, how do I put this? I don't want to say high ticket, but their services command either a higher price or they make a good amount of money on customers. So,

Speaker 10 for instance, someone's selling a $10 widget,

Speaker 10 TV is probably not for them. But, you know, cars have good margins, HVAC systems, roofs, accident attorneys, med spalls.

Speaker 10 I mean, anything where you're charging a good amount of money and you're, especially if you're getting good margins on that money, it totally makes sense.

Speaker 10 And that's why we've been able to blow up the real estate investing industry because just like for me, I spent three grand, did a couple of deals my first month and made 35 grand, right? Yep. So

Speaker 10 it's not very hard for someone in the real estate investing industry to make a really good return on their money. And that's actually, you asked me this the other day.
How did I come up with 10X TV?

Speaker 10 We actually had a lot of clients that were spending, you know, five grand a month and making 50 grand a month or five grand a month and making 75, 100 grand a month or spending 10 grand and making 100 grand.

Speaker 10 I was like, man, people are getting 10 times return on their investment, right? Which I've done too for out of 12 years.

Speaker 10 I've only tracked the last like five really well, but I think two out of the five years, we did over 10 times return on investment for TV. Wow.
And so I started testing that message on our website,

Speaker 10 and people really liked it and it resonated. So we ended up changing the brand from Real Estate Masters TV to 10X TV.

Speaker 10 That way we could service that message to people for all industries and it kind of tells you what we do.

Speaker 10 And one of our slogans now, because not everybody gets a 10 times return, but 10X TV really means get in front of 10 times more people, 10 times faster, with 10 times more credibility than any other marketing channel out there.

Speaker 10 So just to compare it to like direct mail, for instance, if you're sending out a 50 cent postcard, to get in front of a thousand people is $500, right?

Speaker 10 To get in front of a thousand people for TV in most markets is only $5.

Speaker 10 So you're spending 100 times more per impression on direct mail than you are TV. And then there's obviously pros and cons to both.
You know, you have something in your hand with direct mail.

Speaker 10 So there's a little bit of a benefit there, even though a lot of them throw it away.

Speaker 10 And then with TV, not only are you hitting 100 times more people, but the credibility that you get from TV is a hundred times better than it is for direct mail because people, when they get direct mail, what, 90-some percent toss it and are kind of annoyed that you're getting, they're getting that mail piece, right?

Speaker 11 No doubt.

Speaker 10 Yeah. So, yeah,

Speaker 10 I could talk about marketing and branding for days, but

Speaker 10 yeah, TV to me, I think is the

Speaker 10 is the only thing that I can really think of, or at the very least, the best thing you can do that encompasses marketing to get business to come to you, but then also the branding perspective, because people, when they see you on TV, the way that they treat you is just dramatically different than any other marketing method you're going to do.

Speaker 11 And you're right just about, you know, the local celebrity type thing as well, right? I mean,

Speaker 11 just to your point, like you recognize those two people because they're on TV. Like there's, there's a cultural

Speaker 11 thing about that. Like, oh man, they must be famous and rich.
Like they're on TV. They must know what they're doing.
It brings with it a sense of like, you are the expert, right?

Speaker 11 And because you're on TV, so you must be, right? Even if it's not true. I mean, we, we have someone in our space of real estate that literally got a TV show before he ever did one real estate deal.

Speaker 11 And he got a TV show about flipping houses. I'll leave names out of it, but like now look at him now, right? And he has this empire between TV and all the real estate he's done and all this stuff

Speaker 11 because of this TV. Who like, let's talk to the people listening, watching this this on YouTube.

Speaker 11 You know, and what I would ask everyone here, if this has given you guys some value and you think people need to hear it and understand more about TV and marketing and branding and knowing Tony, make sure you share this episode with at least two of your friends.

Speaker 11 Let's talk to whether it's the lawyer, the insurance, the med spa, the roofer, the HVAC, like the other companies, sell them on TV because I'm sold on TV, right?

Speaker 11 Like literally, I'm interviewing you and I'm like, oh, I'm his new client now. Like I'm in, right?

Speaker 11 So sell them on why they need to re-engineer their thought process about marketing whatever they are doing i'll tell you most lawyers hvac companies roofers they're terrible at marketing right they they're not marketers by trade they're expert at what they do so they don't understand marketing they don't understand lead generating they don't understand kpis

Speaker 11 but but tell them about what 10x is why they would want to do it the power of it that kind of stuff Yeah, so, man, we can do a whole nother episode on this.

Speaker 10 Of course.

Speaker 11 But I'll let you run, dog.

Speaker 10 So think about it.

Speaker 10 When you're looking for someone to do business with, typically you're going to go on Google and you're going to Google them or you're going to go on Yelp and try and find somebody, right?

Speaker 10 When you go there, you don't know who you're dealing with, right? I mean,

Speaker 11 you're going to call around, you're going to,

Speaker 10 you know, you're going to interview people. The great thing about TV and what we've seen from TV is that we are in people's houses all the time, right? And so

Speaker 10 they may not call in the first time they see us, but they're probably going to see us 10, 20, 30, 40, maybe even 100 times before they call us. And so what happens is they kind of get to know us.

Speaker 10 I mean, they physically get to see, like for us, I like to have the business owner in the commercial. If the business owner doesn't want to, we can figure that part out and hire somebody.

Speaker 10 But you get so much brand

Speaker 10 brand and personal recognition from TV.

Speaker 10 So when I started TV in 2012, I was still going out to houses. And so when I would go into people's houses, they would like, their eyes would light up.

Speaker 10 They go, oh, I didn't realize you were coming, right? And they're like, you're Tony.

Speaker 10 And then, you know, they start like, they kind of like, you know, you can tell the difference between when you walk in and then when they realize that you, you know, their, their

Speaker 10 demeanor is just different, right?

Speaker 10 And so when you're in people's living room,

Speaker 10 day in, day out, when they're ready to do business with with whatever it is you're selling and they call you, they already feel like they know you.

Speaker 10 And the perception, like you said, of TV is that you've made it. You're a legit business.
You're probably spending tens of thousands of months on

Speaker 10 tens of thousands of dollars a month to be on TV, which is the perception, right? Or at the very least, thousands and thousands of dollars.

Speaker 10 And,

Speaker 10 you know, the thing that I love about TV is that we're hitting customers sometimes before, like right at the point they're thinking about using, like using a service like ours. Like, for instance,

Speaker 10 for our home buying business, when someone calls us, they usually only call us. They haven't been hit with a stack of postcards.
They haven't been cold, called in text. They're not on any lists.

Speaker 10 So while everybody else is competing for those people that are on lists, we're not only hitting the people that are already on lists, but we're hitting the people that are not yet on the list, that are getting ready to go into foreclosure or getting ready to get divorced or getting ready to downsize or getting ready to evict a tenant or whatever it is, right?

Speaker 10 Yep.

Speaker 10 So from real estate, I talk about,

Speaker 11 didn't mean to intentionally interrupt, but I talk a lot about in my world, CIA, credibility, influence, and authority. And I think TV

Speaker 11 is

Speaker 11 the shining star of that four brands, four people. You create credibility, influence, and authority because you are on TV.

Speaker 11 How many people are on TV? You have 200 clients over seven or eight different verticals, right?

Speaker 4 There used to be very little visibility and control in treasury.

Speaker 5 Today, JP Morgan Payments delivers real-time dashboards and control at your fingertips.

Speaker 4 That's the power of clarity.

Speaker 6 That's JP Morgan Payments.

Speaker 7 Copyright 2025, JP Morgan Chase and Company, all rights reserved.

Speaker 2 JP Morgan Chase Bank and a member FDIC. Deposits held in non-U.S.
branches are not FDIC insured. Non-deposit products are not FDIC insured.
This is not a legal commitment for credit or services.

Speaker 2 Availability varies.

Speaker 9 Eligibility determined by JPMorgan Chase.

Speaker 2 Visit JPMorgan.com/slash payments disclosure disclosure for details.

Speaker 13 And Samsung and Nintendo, they shouted.

Speaker 12 Would they find it in one place? This they questioned and doubted. When suddenly a who yelled, Walmart's the place to start.
And these who added headphones, TVs, and games to their carts.

Speaker 12 With Walmart, their shopping was done in a flurry. They cried out, who knew? And ordered their gifts in a hurry.
Shop the latest tech gifts in the the Walmart app. Right.

Speaker 11 But like, there's not a bunch of these TV companies out there. There's just not a bunch.
There may be a handful.

Speaker 11 Maybe you have some competitors, but like there's just not that many people doing TV, right? So when you're on TV, you create credibility, influence, and authority. So when someone calls you,

Speaker 11 I mean, I want to say it's as much of a lay down call as you could possibly get. They have motivation, interest.
They are trying to figure it out.

Speaker 11 And the reason why I say that is because I just think about, I watch very little TV. So don't judge me.
But like,

Speaker 11 I don't know if I've ever called anything from TV. Like maybe I saw a commercial and then went online and looked up the company, maybe.

Speaker 11 I don't remember, but I could see myself maybe doing that, which goes right back to the branding and presence of who are you? What do you do? Do they like you? And do they resonate with you, right?

Speaker 11 Like, then you got to make sure that that TV commercial leads to a website that it looks professional, looks good. The branding of who you are, what you do, what you offer has got to be there.

Speaker 11 But it builds your credibility, influence, and authority. And I'll tell everyone listening now, I don't care what market or what business vertical you run, you need to get a hold of Tony.

Speaker 11 TV,

Speaker 11 tv10x.com.

Speaker 11 Talk to his team. Figure out if TV is going to be the good fit because of everything he's saying.
So keep going.

Speaker 11 I just, you kind of triggered this thing about like, you create the credibility needed with this story about walking to the house like, oh, I didn't know it was going to be you. Whoa.

Speaker 11 And they get this like, holy hell, Tony's here. It's almost like they're nervous.
Well, that's because of the credibility, influence, and authority you created by being a presence on TV.

Speaker 10 Yeah, the only other thing that I could think of that could build as much credibility, authority, and that kind of thing is like Instagram and YouTube or Facebook.

Speaker 10 But you know how hard it is to build a following. You know, I sure do.
If you look at someone's account, they have a million followers. You know how hard it was for them to get a million followers.

Speaker 11 Right.

Speaker 10 100,000 followers is hard. 50,000 followers is hard.

Speaker 11 As long as you're doing it the right way, people can go buy a million for whatever the number is, right? But like, dude, I couldn't support you more on this topic.

Speaker 11 It is borderline impossible these days to grow organic social media. Like I have been stuck at this like 120,000.

Speaker 11 Like it grows, but then people fall. Like it's hard.
And so you could go down that route. You can go down YouTube and Instagram and TikTok.
But I tell you guys,

Speaker 11 you're dead on, Tony. The only thing, if you run a real business and you have some marketing budget, you need to contact Tony and his team.
There's no doubt about it.

Speaker 11 What else would you leave someone kind of like,

Speaker 11 because I'm pretty passionate about this?

Speaker 11 Obviously, I started a conversation amongst some pretty big marketers. I think people in business, we talked about your hardships to the first decade.

Speaker 11 If you would have known what you know now about marketing and branding, do you think some of those pains, do you think some of that hardship would have gone gone away?

Speaker 11 Cause you would have understand the focus needs to be driving in leads, creating credibility, creating the influence and authority of what you're doing nowadays?

Speaker 10 Yeah, I remember back in like 2007, I had this guy working for me. She was with me for, I don't know, a year to two years.
And there's two things she told me to do back then.

Speaker 10 And she was older than me, a little wiser. And she said, you need to create relationships with local banks.
And I kind of brushed that off. I'm like, all right, I have all these private lenders.

Speaker 10 I have, you know, and I wasn't keeping near as many rental properties at the time. So eventually, about three years later, I ended up creating those relationships.

Speaker 10 And now we have, I don't know, probably $10 million worth of loans

Speaker 10 with local banks, you know, for rental properties. And then the other thing she said is, why don't you brand more?

Speaker 10 Why don't you brand your business? And at the time, I'm like, I'm a real estate investor. I don't need to brand my business.
I'm not trying to appeal to the masses. I'm not trying to.

Speaker 10 you know, sell to every Tom, Dick, and Harry. Like, we buy, you know, three to five to seven properties a month.
Like, we're not hitting that, you know, we're not dealing with that many people.

Speaker 10 But once I started getting on TV, I started realizing the impact because

Speaker 10 again,

Speaker 10 like, you know, people would call me directly. But then we also noticed that our other marketing campaigns started doing better too.

Speaker 10 And so like someone would would, we'd go out to an appointment from a TV commercial. And someone would have a stack of postcards and they would say, man, I've been getting these postcards for a while.

Speaker 10 Finally decided I wanted to sell.

Speaker 10 And I pulled yours out and noticed yours from your TV commercial so we ended up calling you and only you just to see what you you had to offer right and so had we not had the commercial then we wouldn't have gotten that those leads of course top of that we get leads all the time where someone says my uncle Tom told me to call you or my friend Fred you know told me to call you or whatever it is and over the years I was like you know who are these people these must be people that i met that i just totally forgot and then it clicked to my mind one day because

Speaker 10 I had

Speaker 10 one of our clients say that people were seeing the commercial and telling their friends, and their friends were calling. Then I realized, wait, that's probably what's been happening over the years.

Speaker 10 When someone says, someone told me to call you, it's because their friend told them, because they'd seen our commercial so many times, that when they said, I want to sell my house, they said, why don't you call that Tony or that professional home buyers or, you know, whatever they said.

Speaker 10 And so,

Speaker 10 you know, there's so much impact from TV.

Speaker 10 And the last thing I'll say that kind of has to do with the first 10 to 12 years of my business is, you know, people that are listening to this are either wanting to start a business, they're trying to figure out how to grow their business, or they're trying to take their business to the next level.

Speaker 10 And what I could say to that is to do that, you just have to think differently and just work smarter.

Speaker 10 So for me, like in the real estate investing industry, some of you may be real estate investors and understand this, but a lot of people are texting and cold calling and driving for dollars and

Speaker 10 door knocking and doing all these things that take so much time and energy.

Speaker 10 But with TB commercials, it's, you know, you've got seen the commercial for the, I don't know what it is, that rotisserie oven, whatever it's called, it's, it's set and forget it, right?

Speaker 11 Yeah.

Speaker 10 Like once you get things set up right, your TV commercial is playing, it works. And I remember when I did my first TV commercial, not the one in 2005, the one in 2012, the one that was done right.

Speaker 10 I ran it for like, it was at least 18 months before I changed it. So I had to do nothing to my TV commercial.
I think I may have upped my ad spend a little bit just because it was working.

Speaker 10 But other than that, anytime I air a commercial now,

Speaker 10 it's usually at least a year to 18 months, sometimes 24 months. And for our clients, it's the same thing.
Once you get it set up right and it's working, there's no reason to touch it.

Speaker 10 So just working smarter

Speaker 10 to me is just the name of the game. And, you know, I own a bunch of businesses and I'm actually getting ready to,

Speaker 10 you know, start buying businesses. But the thing is, if people look, like people say all the time, like, I don't know how you do everything that you do.

Speaker 10 And my response is, it's because I don't do everything.

Speaker 10 I have a team that does things. And

Speaker 10 if I have something I wanted to put in place, it's not how do I do it.

Speaker 10 It's who can I have help me do it or who can I give it to that's way better, way more efficient at that thing that can get it done way faster and way better than I can.

Speaker 10 And there's this, there's saying that says, if you want something done right, you do it yourself. To me, I'm the opposite.
If I want something done right and fast, I give it to somebody else because

Speaker 10 my ADD is all over the place. I want to do a million things at once.
So if I don't give that to somebody else, you know, there's very few things that are going to get done.

Speaker 11 There's so much wisdom. Everyone has to rewind this last five to 10 minutes.

Speaker 11 What Tony dropped on you is really like a foundational understanding of entrepreneurship, marketing, branding, branding, growth, scalability, efficiencies.

Speaker 11 Like, God, rewind that last five to 10 minutes. I promise.
There's so much value in what you said, brother.

Speaker 11 That was that was incredible,

Speaker 11 which is a great segment to kind of wrap it up and leave it there.

Speaker 11 Because if you guys understand scale, if you understand business and you want more clients, focus on marketing, if you want longer relationships and lifelong clients, focus on branding, both of those fit the TV 10x model.

Speaker 11 So if you go to tv10x.com, have a conversation with Tony, his team, make sure it's a good fit. He has a client, me now, because I'm just so passionate about it.
It's fired me up.

Speaker 11 You also have social media. I'm sure they can go follow you.
Is it just Tony Javier on Instagram and everything else?

Speaker 10 TonyJavier.tv or Tony Javier TV. One of the two is my handles on all my social media.

Speaker 11 That's awesome, brother. Well, I appreciate you being on.
This has been a hell of an episode. Branding and marketing synonymous, but the focus needs to be there.

Speaker 11 And what you do and what you have built with 10X TV is incredible.

Speaker 11 I will tell everyone in any vertical to at least reach out to your team, see if it's a good fit. So thank you for being on.

Speaker 10 Yeah, I appreciate it. Congrats on the success of the podcast.
This has grown dramatically since you started it not too long ago. So kudos to you.

Speaker 10 And I'm glad that I could come in and hopefully shed some good light on your audience.

Speaker 11 You sure did, bro. This has been epic.

Speaker 10 Guys, I appreciate it. That is the end of this episode.

Speaker 11 If Tony and myself gave some great golden nuggets and you believe this can help someone else, make sure you share this episode with at least two friends. I'd really appreciate that.

Speaker 11 But next time, we'll have another guest dropping major bombs as well. So we'll see you on the next episode.
Later.

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Speaker 12 The Who's Down and Who Newville were making their list, but some didn't know. Walmart has the best brands for their gifts.

Speaker 13 What about toys?

Speaker 10 Do they have brands kids have been wanting all year?

Speaker 14 Yep, Barbie, Tony's, and Lego. Gifts that will make them all cheer.

Speaker 12 Do you mean they have all the brands I adore? They have Nintendo, Espresso, Apple, and more. What a bad.
So the Who answered questions from friends till they were blue.

Speaker 12 Each one listened and shouted, From Walmart? Hulu? Shop kiss from top brands for everyone on your list in the Walmart app.

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