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

Hey guys, Justin Colby here. 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.
I've been doing it now for over 11 years and we have over 400 episodes. So if you have any interest at all in real estate investing, whether a 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.
See you over there. Welcome back, Entrepreneur DNA family.
We're back with another incredible guest. 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, 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? What is up, man? Good to see you again.
Yeah, 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. 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. I think they need to understand how someone can last 20 years as an entrepreneur, what your journey has been through that.
They need to understand marketing and branding and the power of TV in relation to the two separate subjects. I don't think a lot of people really even understand the difference between marketing and branding and you do.
And the ability to scale through that, right? And to build a scalable business because of your intentional marketing and branding. 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 your 20-year journey of entrepreneurship. Let people know a little bit about what that has encountered.
Obviously, expert real estate investor, I mean, so many different things you've done. What does that all look like for two decades? Yeah, I love sharing the journey.
So, you know, 2001, I was in college. I was in my third year of college, I believe.
And I wanted to, I switched to accounting. So I wanted to be a professional football player.
Hurt my knee, ended up, you know, killing that dream. So 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. And then one night I found Carlton Sheets No Down Payment System.
It was a late night infomercial. So that's what got me into real estate and business.
And so I just saw people buying properties with no money down and all the testimonials

of people creating this massive amounts of wealth in a short amount of time. So I was intrigued.
I bought the course and just started buying properties. Five months after I bought the course, I bought my first two properties.
Each of them had, I think, $15,000 to $20,000 worth of equity when it was said and done after I was done fixing them up. So we created a little...
I mean, think about it. How long does it take you to create $30,000 to $40,000 in equity in anything, right? Typically, it takes a long time.
So I was fortunate enough to find a business that was able to create 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. 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, 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. So 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. So that's kind of what started the journey was real estate.
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.
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, I think it's like 95% of businesses.
I can't remember the exact stat, but it's a substantial amount of businesses go out of business within five years. And the guy said, if you create one business that does really well, you've kind of hit the jackpot.
If you can create multiple businesses that do well, you've really like, that's like. You're like a unicorn.
Yeah. It's like another level of success.
So I've been fortunate enough to have two businesses right now that have scaled. Um, I mean, they're not a hundred million dollar businesses by any means, but they're pretty substantial businesses still.
We flip properties, we have a media company and I'm just fortunate enough now that I've got multiple businesses that run without me. And it took a lot of pain and suffering the first 10 to 12 years for me to say, I need to do things smarter.
I need to do things easier. And I made that switch.
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. 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.
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. I've been receiving personally a decent amount of calls from some of them mutual friends of ours.
People have been around and been in business a long time that are like questioning, right? 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, 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.
And if you do that and you commit to doing that, then nothing's going to break your resolve. Nothing's going to break your ability to keep pushing.
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.
There was a lot of things that you did wrong and you learned from and pivoted and iterated. And here you are now.
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. They quit.
They give up, right? They go out of business. 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, 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? Well, for me, I've always had this internal drive to be the best I possibly could be.
So at six years old, I was diving for balls and something that six-year-olds didn't do. I was making diving catches.
Your coach loved you. I was running 100 miles an hour.
People called me a one-man team because at six years old, what are you? You don't really have a lot of drive. But for me, I just instantly wanted to be the best.
And I think that it maybe could have been some childhood trauma of not being seen and having seven sisters and that kind of thing. And so I had to kind of stick out.
But I think I was fortunate to be kind of born with that internal drive. So that's really 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 went through tough times, I internalized things. I worked harder to try and get over whatever it was that I was going through.
So for those that are going through tough things, the things that I would say is, um, and, and I, I heard a quote yesterday. It was, if you want to go fast, do it alone.
If you want to go 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.

I didn't go to a therapist. I didn't go to coaches.
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. That people would look at me and be like, you're a failure.
You're this. You're that.
And I really respect, I have a ton of real estate investor clients that I get a call every once in a while, hey, I'm struggling with something. And I had it happen yesterday.
It was actually something else besides business. It was actually ended up being health stuff.
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.
Because of because I've been through so much crap, you know, and through through through business and life for for 23 years. 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.
This is all great. But to get to this point or anybody who gets to a successful point, there's always going to be downturns.
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.
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.
I kept one of my family members been with me a long time. It was very brutal.
Not only that, but people knew my business in the community. And so, of course, there was rumors going around that I was going under and all this kind of stuff.
Sure. Luckily I was able to downsize, reset.
And then, you know, because of what I know now was able to talk, talk through it, uh, you know, through it with people, um, 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, was a peak year.
We're, 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. So that's another, I guess that's another kind of thing for you is that sometimes when things happen to you, it's a blessing.
I was able to downsize the business and I realized that I just had way too many people on staff. So by downsizing, I was able to right size.
And now 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? 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 to make $5 million a year and do 300 deals in the real estate side.
Whatever those numbers are. And I say, brother, 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. And my bottom line is thicker.
Bigger is just not always better. Do you echo that? 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. For sure.
No doubt. 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.
But what do their bottom lines look like? And what is their work balance life look like? I only have to work a few hours. I don't even have to work a few hours.
I probably work an hour a week on my real estate investing business. And I say that not to brag, but more just to encourage people to think smarter and just to realize that you don't have to work 80 hour weeks.
It's interesting. It's 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, I guess I call lesson years, working 80 hours a week.
I mean, I would literally work seven days a week. 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.
And what I learned was, you know, eventually was you hire the right people, you put the right system 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. That's where the magic happens, you know? And we talked about the other day about 10X is easier than 2X, 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.
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? And when you do that, usually it's not you that's dependent on the business or that the business depends on you. It's the systems, it's the people, it's all those things that you put in place so that you can do things much 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.
And then just take time off. I've been taking a lot of time off lately, something I haven't done in 23 years.
I'm actually working half days a lot of days. And what's interesting is I'm way happier, I'm way more focused and I'm getting way more shit done.
No doubt. It's incredible how that works.
Yeah. But, you know, to the person who's maybe starting their business.
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Like, I just don't see another way. I just don't.
For someone who's trying to create something really big and special, for the long run, you're going to have to grind it out for those five years. You're just going to have to make those sacrifices.
It doesn't mean you need to do it harder, not smarter. You probably aren't going to be able to have the Tony life where you're working half days.
You're not going to be able to go start and create and work half days in the way you are right now, brother. So just wanted to echo that for some people who might be more on the learning side of their business.
Well, let's jump into branding. Let's jump into marketing.
Obviously, if you've been in business for 10 years, you know the power of marketing. I started a conversation with yourself and several other brilliant marketing minds about this difference between marketing and branding.
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.
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 10XTV.
What was the cause of that? I get asked all the time, why do I do anything other than real estate? I have my own reasons, but I want to hear, was it because you understood marketing, you understood branding, you understood the power of this and you said, I got to go all in? Where was it? Because you could have easily just doing direct mail and cold calling and those things that real estate investors do. So let's talk about that.
Yeah. So I've always been someone that kind of went outside the box.
So while people were doing ABC, I was doing XYZ, right? I tend to find things that nobody else is doing. And so back in 2003, I ended up advertising in the phone book.
And I was one of... 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. I had like two or three other real estate agents I was competing with.
And so talking about 10X, I started with $150 a month and I can't remember the numbers, but I made probably, I don't know, 30 to 50 grand my first year on- Stop it. What is that? A couple thousand dollars.
So you spent like $1,200 in the year and you made 30 grand or whatever it was? Yeah. Something like that.
Yeah. That's incredible.
Right. And then- Could you have spent more? Out of curiosity, could you have spent more? I don't even know how that works anymore.
Well, that's the thing. Just like we talked about before we started, sometimes you have to start with a test number, whatever that number is.
And then if it works, scale it up. So 150 my first year, i probably spent 200 250 the next year went from you know a little little add 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 that's wild um 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 i really i i saw one last year and i was like they really make these yeah i see yeah i know they yeah but it ended up fading out back in like probably 2012 maybe or something like that i can't remember it had a pretty good good run, but I remember one of my best years I spent, it was right around eight or 10 grand and I made, I was like 150 grand.
It might've been a little bit more than that. It might've been 200 grand just on that small ad spend.
And so that's kind of where, or part of where the marketing journey started was finding little things like that, that people weren't doing. 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. I see 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.
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.
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. And so I had this whole

local celebrity little shock moment or whatever, whatever you want to call it. And so I ended up sitting next to one of the guys on purpose and I'm an introvert by nature.
So I just started, do what I do and talk about business. 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, that's all we do is TV and we crush it.
He's like, we do millions of dollars a year in business and that's all we do is TV commercials. And I didn't expect that.
I expected him to say TV is just branding or we do TV and then we do that for branding and then we do all these other things. 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 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.
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. so he goes to the stations negotiates some rates and comes back to me and he's like

I'm like, all right, let's do it. So I wrote the commercial.
He went and finalized everything with the stations. 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. All that kind of stuff.
So first month we launched, I spent $3,000 and made $35,000 my first month. And I was back in 2012 and pretty much it's been fairly consistent over the years.
It's still 12 years later, my best lead channel. People still recognize me when I go back to Wichita.
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 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. 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.
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. 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 TV, they're only going to be able to sell their station. 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. And so I didn't know any better.
I said, all right, let's do it. They produced a 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 for me to be in it because I looked like a baby at that time. 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. After three months, I hadn't gotten one deal.
I canceled. And literally right when I canceled, I think it was like a couple couple days later, someone called from the commercial, ended up making about $10,000.
So I was at break even, but my small mindedness at the time didn't know marketing, branding, or anything like that and stopped. And I just wondered to myself, 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.
And then we dove into this on a conversation the other day. There's reasons that marketing doesn't work.
It's either you're not spending enough money, you're not giving it enough time, 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 or you're not converting the leads meaning you're not answering the phone you're not getting out to the lead you know as quickly as you can 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, 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. 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.
And even if they do know how to market and get out there, answer your phone or at least call back within a reasonable amount of time. There was actually a phone call I made.
I did a post about this. It was probably six months ago.
And had that person called me back, they could have made close to a million dollars from the business that I was going to give them. Oh my gosh.
And they never called me back. And they had great reviews.
They were online. 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. And I never got a call back.
And so 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. I don't even know what it is, but give me the business, bro.
You give it to me. Well, let's put it this way.
I'll tell you, it was a business brokerage and looking to sell a business. And if you look at business brokerages, they charge high, high commissions.
So that sale would have made them a million dollars. 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? Amazon has everything for every kind of Easter.
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Well, again, I can't remember if someone referred them or mentioned their name, but I remember going online and searching. 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.
They had everything look spotless. 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? Marketing is the TV component, but where do they go when they see the commercial? What's the next thing? 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, I think I'm going to use someone else. I've done it in my own life, right? 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.
If they can't focus on their presence and their brand, they don't care. 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. So they want to go online.
They want to search you. So for me, I want to be everywhere.
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. If you're driving, if you're watching TV, if you're going online, chances of you not seeing us in Wichita, Kansas from our home buying business, the chances of you not seeing us in a 30 day period is very slim because we are everywhere.
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.
We have, you know, a hundred 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. Our search engine optimization has our website at the top, top, top of the rankings, organic rankings for almost every keyword you can think of.
Like the chances of someone not doing, not 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. But we've built the platform and the marketing to make people trust us because we are everywhere.
And not only that, but it all looks the same. If you hear my, I see my TV commercial and you go to our website, you can tell that those are the same business.
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 Google business page.
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, uh, what did it, uh, what the COVID mask policy strictly enforced, uh, 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 and that, so just little things like that, you could have everything right. But if you have like, you know, something off that, something off that makes people jump off, they're going to go to the next person.
And that's what you did, right? They didn't call you back. You're like, I'm not going to sit here just because you have the biggest presence or maybe even someone referred you like, oh, well, who's hungry for the business? And that means a lot, right? But that's kind of more to the marketing.
So let's dive into TV and specifically 10X TV. You built this company and it services, how many different industries does this service for TV commercials? Yeah.
So we have over 200 clients altogether that are running TV with us. We actually started, because I had the formula for real estate investing, 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. So we have a real estate investor side that's exclusive.
And then we have all the other industries that we service, you know, attorneys, doctors, med spas, car dealerships. I mean, pretty much any business that you can think of- That wants clients.
That needs clients that 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 for instance, someone's selling a $10 widget, TV's probably not for them, but cars have good margins, HVAC systems, roofs, accident attorneys, med spas.
I mean, anything where you're charging a good amount of money and especially if you're getting good margins on that money, it totally makes sense. 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? So 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? We actually had a lot of clients that were spending 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.
I was like, man, people are getting 10 times return on their investment, right? Which I've done too for out of 12 years. I've only tracked the last 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 like on our website, like, you know, and people really liked it and it resonated.
So we ended up changing the brand from Real Estate Masters TV to 10 X TV. That way we could service that message

of all industries. And it kind of tells you what we do.
And one of our slogans now, because not

everybody gets a 10 times return, but 10 X 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.

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? To get in front of a thousand people for TV in most markets is only $5. So you're spending a hundred times more per impression on direct mail than you are TV.
And then there's obviously pros and cons to both. You have something in your hand with direct mail.
So there's a little bit of a benefit there, even though a lot of them throw it away. And then with TV, not only are you hitting a hundred 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 97% toss it and are kind of annoyed that you're getting, they're getting that mail piece. Right.
No doubt. Yeah.
So yeah, I could talk, I could talk about marketing and branding for days, but, uh, but yeah, TV, TV to me, I think is the, um, 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.
And you're right just about the local celebrity type thing as well. Right.
I mean, just to your point, like you recognize those two people because they're on TV. Like there's there's a cultural thing about that.
Like, oh, man, they must be famous and rich. Like they're on TV and they must know what they're doing.
It brings with it a sense of like you are the expert. Right.
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. And he got a TV show about flipping houses.
Uh, 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 because of this TV. Who like, let's talk to the people listening, watching this on YouTube.
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. 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? Like literally I'm interviewing you and I'm like, oh, I'm his new client now.
Like I'm in, right? 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'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, 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 could do a whole other episode on this.
Of course we could. But I'll let you run, dog.
So think about it. 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.
When you go you go there, you don't know who you're dealing with, right? I mean, you're going to call around, 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 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 a hundred times before they call us.
And so what happens is they kind of get to know us. 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, but you get so much brand and personal recognition from TV. So when I started TV in 2012, I was still going out to houses.
And so when I would go into people's houses, their eyes would light up to go, oh, I didn't realize you were coming. And they're like, you're Tony.
And then you can tell the difference between when you walk in And then when they realize it's you, their demeanor is just different. And so when you're in people's living room, day in, day out, when they're ready to do business with whatever it is you're selling and they call you, they already feel like they know you.
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 dollars a month to be on TV, which is the perception, right? Or at the very least, thousands and thousands of dollars. And the thing that I love about TV is that we're hitting customers sometimes before at the point they're thinking about using a service like ours.
Like for instance, 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.
so while everybody else is competing for those people that are on lists, we're not only hitting

the people. of postcards.
They haven't been cold called in texts. They're not on any lists.
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. So from rule of state-

So I talk about, didn't mean to intentionally interrupt, but I talk a lot about in my world,

See you next time. whatever it is, right? Yep.
So from real estate- So I talk about, didn't mean to intentionally interrupt, but I talk a lot about in my world, CIA, credibility, influence, and authority. And I think TV is the shining star of that four brands, four people.
You create credibility, influence, and authority because you are on TV like how many people are on tv you have 200 clients over seven or eight different verticals right amazon has everything for every kind of birthday whether that's a three-tier cake stand happy birthday comet balloons for your son's space-themed party. Or gifts like a karaoke machine for that friend who never stops singing.
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But like there's not a bunch of these TV companies out there. There's just not a bunch.
There may be a handful. 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, 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.
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, 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 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? Then you gotta 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 gotta be there, 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 ahold of Tony, tv10x.com. Talk to his team, figure out if TV is going to be the good fit because of everything he's saying.
So keep going. 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.

And they get this like, holy hell, Tony's here. It's almost like they get nervous.

Well, that's because of the credibility, influence, and authority you created by

being a presence on TV. Yeah.
The only other thing that I could think of that could build

as much credibility, authority, and that kind of thing is Instagram and YouTube or Facebook. But you know how hard it is to build a following.
I sure do. Look at someone's account.
They have a million followers. You know how hard it was for them to get a million followers? Right.
100,000 followers is hard. 50,000 followers is hard.
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.
It is borderline impossible these days to grow organic social media. Like I have been stuck at this like 120,000, 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'd tell you guys, 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. What else would you leave someone kind of like, because I'm pretty passionate about this.

Obviously, I started a conversation among some pretty big marketers. I think people in business,

we talked about your hardships for the first decade. 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 away because you would understand the focus needs to be driving and leads, creating credibility, creating the influence and authority of what you're doing nowadays? 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.
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 it off. I'm like, all right, I have all these private lenders.
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.
And now we have, I don't know, probably $10 million worth of loans with local banks for rental properties. And then the other thing she said is, why don't you brand more? 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, 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. but once I started getting on TV, I started realizing the impact because, again, people would call me directly.
But then we also noticed that our other marketing campaign started doing better too. And so 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.
Finally decided I wanted to sell 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 had to offer.
And so had we not had the commercial, then we wouldn't have gotten those leads. On top.
On top of that, we get leads all the time where someone says, my uncle Tom told me to call you or my friend Fred told me to call you or whatever it is. And over the years, I was like, who are these people? These must be people that I met that I just totally forgot.
And then it clicked in my mind one day because I had 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.
When 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 homebuyers or whatever they said? And so there's so much impact from TV. And the last thing I'll say that kind of has to do with the first 10 to 12 years of my business is 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.
And what I could say to that is to do that, you just have to think differently and just work smarter. So for me, 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 door knocking and doing all these things that take so much time and energy.
But with TV commercials, you see guys seeing the commercial for the, I don't know what it is, that rotisserie oven, whatever it's called. It's set and forget it, right? 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. 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.
But other than that, anytime I air a commercial now, 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. So just working smarter to me is just the name of the game.
And I own a bunch of businesses and I'm actually getting ready to 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.
And my response is, it's because I don't do everything. I have a team that does things.
And if I have something I want to put in place, it's not how do I do it. 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. And there's this 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 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, there's very few things that are going to get done.
There's so much wisdom. Everyone has to rewind this last five to 10 minutes.
What Tony dropped on you is really like a foundational understanding of entrepreneurship, marketing, branding, growth, scalability, efficiencies. God, rewind that last five to 10 minutes.
I promise there's so much value in what you said, brother. That was incredible, which is a great segment to wrap it up and leave it there.
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. 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 in me now because I'm just so passionate about it. It's fired me up.
You also have social media. I'm sure they can go follow you.
Is it just Tony Javier on Instagram and everything else? TonyJavier.tv or TonyJavierTV. One of the two is my handles on all of my social media.
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.
And what you do and what you have built with 10X TV is incredible. I'll 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. 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.

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

You sure did, bro.

This has been epic.

Guys, I appreciate it.

That is the end of this episode.

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.

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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