Scaling to 80 Franchises: The Power of Systems & Teamwork | Mark Stubler

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Speaker 5 Still treating your real estate business as a side hustle? At Joe Home Buyer, we help real estate entrepreneurs scale to full-time with right strategies, training, and community.

Speaker 5 Join a winning community of go-givers. Get access to weekly strategy calls, leadership training, and industry expert masterclasses.

Speaker 5 Plus, we'll help you get more deals across the finish line and increase your profits. If you want to stop grinding and start growing, Joe Homebuyer is your competitive edge.

Speaker 6 When you're endeavoring to go down anything that's important

Speaker 5 or

Speaker 5 that

Speaker 6 has potential lots of upside, the Joe Homebuyer franchise, this business, don't get into it because you see all these shiny

Speaker 6 numbers and all these exciting opportunities.

Speaker 6 I mean, sure, that's what attracts a lot of us, but you've got to be committed to the journey, the process, everything that can challenge you to become.

Speaker 6 The journey of growth, individual growth that it will require. require if you're committed to that then this is a great opportunity

Speaker 5 the science of flipping family welcome back to another episode i'm super fired up about this if you guys have ever read the book traction there's usually a visionary and there's an operator or an integrator this franchise owner mark stubler and his partner are the epitome of exactly that a visionary and an integrator and operator and today i have joe home buyer mark stubler is in the house what's up brother what's happening dude it's good to be here thanks for having us.

Speaker 5 You guys have 80 franchises.

Speaker 6 Man, it has been,

Speaker 6 I never, I didn't know what this was going to become, but it's exciting. And we're just at the beginning.
It's awesome.

Speaker 5 Dude, I love that because, you know, it's funny being in business as long as I have.

Speaker 5 You realize every time you kind of realize where you're at, you're like, oh, I wanted to be there, but this is just the beginning. I have so much further I can go.

Speaker 6 Well, and I love the challenge of it, right? We all get into our businesses and we realize, oh, wow, I've got a lot to learn.

Speaker 6 And, but you're also grateful for the journey and the road and everything that's led you to that point. But yeah, I feel the challenge of being a CEO, of being an entrepreneur every single day.

Speaker 6 I'm super ambitious to accomplish a lot more, but grateful for everything I'm experiencing. It's awesome.

Speaker 5 So I talked about the book, The Traction, The Traction, right?

Speaker 5 And it's like you and your partner, and he's going to have his own episode, but you guys are kind of the epitome of the integrator and the visionary. Talk to us about...

Speaker 5 that component of what you guys have done within the franchise.

Speaker 6 Well, it's just the perfect complement of strengths, right? For those that don't know Cody Hofffein, he is just a whiz at developing ideas, just seeing and removing caps or limits, right?

Speaker 6 And then I'm the one that is tasked with the responsibility of putting it into action and filtering, right? Not all the ideas that he floats out there are going to be doable or even shocker.

Speaker 5 That's what we do. We just throw so much against the wall as visionaries that someone has to put that mess into an organization.
That's right.

Speaker 6 And actually, one of the things that I've learned is I have strengths as an integrator, but I've actually plugged in a COO at Joe Homebuyer that actually has strengths that I don't have.

Speaker 6 And so really, business is about surrounding yourself with incredible people. So I was fortunate, Cody and I met more than 10 years ago.

Speaker 6 We've been partners now in real estate for 10 years.

Speaker 6 Since then, in order to actually expand and grow, we've had to bring on a local COO for our real estate flipping businesses throughout the country

Speaker 6 to manage those. And then we brought on a COO to help us manage the franchise.
So great people make all the difference.

Speaker 5 You just said something that's so imperative, right? Is we're all part of many masterminds. I just came back from Boardroom.

Speaker 5 People think that they should be the CEO, and they don't account for a COO role.

Speaker 5 A COO really is the operational manager, right? They are the true integrator looking at the operation. Talk to us about what are the things that you gave up in your role to that COO.

Speaker 6 Well,

Speaker 6 as far as giving up, I mean, well, I'll start with what I retained. I'm still responsible for culture, for people, for finance.
But the COO is responsible for operations,

Speaker 6 making sure that we're hitting metrics. His word of the year right now, Vance Courtney, he's our COO, just a really talented guy.
His word of the year is execution.

Speaker 6 My word of the year is advance. And not just advance the business forward, but actually his name is in my word of the year, advance.
So we added him.

Speaker 6 He's adding value, but we're advancing, we're moving things forward. And he effectively does that for us.

Speaker 6 So as a CEO, I have lots of responsibilities, but to be able to have somebody I can trust that is executing and moving things along, it's made all the difference.

Speaker 5 Yeah, absolutely. And not everyone can wear all the hats, right? And so a lot of people get into business partnerships for what I would consider the wrong reasons.

Speaker 5 They bro out, hey, bro, let's have this idea and get all hopped up on some caffeine and go start this thing, right? That's not their true reason to have a business partner.

Speaker 5 You know, what you guys have been able to build really is that yin and the yang that can help create something powerful.

Speaker 5 But even then, as a CEO, you are doing something that I think most CEOs don't do, which is still continue to leverage, right?

Speaker 5 Because again, I'm mentioning it is a CEO tends to think that they should be the culture leader. They should be the KPI leader.
They should be the operational manager. They should.

Speaker 5 That's not necessarily the role of the CEO per se. And so you're already doing something that's really impressive.
And that's why you have 80 franchises. And let's talk about that.

Speaker 5 I want to talk about the franchise. I want to talk about Joe Homebuyer.
Please. You know, I've done this business now 18 years, right? It is still just my company, right?

Speaker 5 What are the benefits of a franchise? And then the second layer of that question will be like,

Speaker 5 what is the difference between a licensing of a name versus a franchise of a name? Yeah.

Speaker 6 Great questions. So the benefits of a franchise are really in the eye of the beholder.

Speaker 6 We have some franchisees that have already done dozens dozens and dozens of deals and they want to scale their business they want help uh learning what the next triggers are to get to the next level right that's been one of the areas of greatest strength for us is helping uh business owners take an existing wholesaling or real estate investing business and take it to next billion uh you know the next level we help build them a roadmap yeah right a lot of it is boiled down to two things it's marketing and sales yeah uh and you have to have a streamline of leads right so we have strategic partners.

Speaker 6 We really optimize our franchisees' ability to generate leads to take out the lumpiness, to help them develop consistency in their business. And then my favorite is acquisitions, the sales process.

Speaker 6 There's so much money in

Speaker 6 the proper use of from managing a lead at the very beginning all the way through dispositions. I refer to that whole thing as the sales process to optimize revenue.

Speaker 6 In the heart of that is the acquisition process, right?

Speaker 6 So when somebody buys a franchise, they're getting an operating operating system to optimize revenue and to know which habits, what activities are going to yield them the best results and optimize their efforts.

Speaker 6 So,

Speaker 6 you know, how it compares to licensing or, you know, things that other coaches do, I can't speak to that for sure, but I love the franchising model for this reason. I like the partnership.

Speaker 6 For the franchisor to be successful, the franchisees have to be successful first. That's right.
So our entire motivations are aligned in their success.

Speaker 6 So our entire infrastructure is building a planner around their success so that they are ultimately bringing in revenue, thriving in their business, and then the franchise or succeeds.

Speaker 5 Funny that you do that. You know, and since we were talking just a little while ago, so I have a community called REI Live.

Speaker 5 I'm taking away the coaching model. The coaching model is the $10,000, $15,000, $20,000 coaching model.
That's right. I'm saying, no, no, no, no, I want to partner with you.

Speaker 5 And I'm taking newbies who have no way of getting their first deal. Like, I don't want to say no way, but very seldom chance.
Sure.

Speaker 5 And helping them create certainty, certainty, which creates the confidence so they don't just get their first deal, but they get their 10th deal.

Speaker 5 And they can say, hey, you should probably be Joe home buyer.

Speaker 6 Become a franchise. That's right.

Speaker 5 And it's because there's a rep when the alignment of the coach slash leader or the franchisor, right?

Speaker 5 That alignment and everyone fighting for the same thing creates the actual result that everyone's looking for.

Speaker 6 That's right.

Speaker 5 So talk to me about your franchisees in the sense of what are the marketing strategies you guys lean on to create those leads?

Speaker 6 Yeah, so the three core, we call them the three core strategies, which is not going to be a surprise to anybody, but you have cold calling done correctly,

Speaker 6 done ethically, then you have direct mail and all the various techniques and strategies, leveraging a good strategic partners there, and then all the forms of web, PPC, SEO,

Speaker 6 Facebook, and all the activities that go into there to have a presence online.

Speaker 5 How many leads a month would a franchisee,

Speaker 5 what are your kind of metrics? What would be a goal goal for a franchisee? Do they need to create 30 leads a month through their marketing? What do you guys think? I love this question.

Speaker 6 Yeah, I'm going to, I'm going to share with you a little insight on what we help our franchisees track. Yeah.
It's actually called a LOAC.

Speaker 6 LOAC stands for leads, opportunities, appointments, contracts, and closes, right? So that's the acronym. So we help our franchisees drive leads.

Speaker 6 Now, each market and each marketing strategy will yield a different amount from a quantity perspective. Absolutely.

Speaker 3 But

Speaker 6 what we help them learn and identify in their business is the ratio of leads to opportunity conversion. That's an indication of how well you're managing

Speaker 6 the opportunities that come in, your speed to lead,

Speaker 6 how much urgency you have as far as chasing people down.

Speaker 6 The opportunity to appointment conversion is a metric you have to be aware of because you need to get your face, your body, your feet in front of somebody as often as possible.

Speaker 6 We have virtual franchisees, so that can be done over the phone.

Speaker 6 Optimally,

Speaker 6 it's in the living room. It's knee-to-nee, belly-to-belly, face-to-face, where you can build that human-to-human connection.

Speaker 6 But that LOAC, that acronym, allows us, it's not just tracking leads, opportunities, appointments, contracts, and closes. It's the ratio and how they speak to each other.

Speaker 6 And it's identifying, okay, what triggers do I need to pull my business based off of tracking these things. So we help our franchisees just by naturally using their CRM.

Speaker 6 It updates their LOAC, these metrics daily so that they realize to the day, to the week, how is my business doing? What's the health?

Speaker 6 So those are the, you know, the, I think of them as like the vitals. Yeah.

Speaker 6 Justin, it's this idea that like if you go into an emergency room, they're very likely, you have a broken arm, you're holding your arm, you're, you're moaning, or whatever.

Speaker 6 They're interested in your arm. They're going to fix your situation with your arm, but they're going to check your vitals first.

Speaker 6 They're going to make sure, is this person at risk of dying or something worse than what I'm seeing with the arm?

Speaker 6 The vitals of the business, in my mind, are the LOLAC, you know, and that will tell you everything in your business.

Speaker 6 And that way you're able to make decisions, calculate decisions on what pivots to make.

Speaker 5 Yeah, I mean, you know, an easy way that I say it is data-driven, right? You're able to make decisions based around your KPIs so you can pivot one way or another. Now, let's talk.
I love Lo Aqua.

Speaker 5 You guys make that up. Lo Aqua.
I did. I like that.

Speaker 6 I like that a lot. Our team did.

Speaker 5 That's brilliant.

Speaker 5 So

Speaker 5 the reason why that's important to me is because I tend to deal with the newer type of investor, someone who's been around in every coaching program, every Facebook group, every listen to every episode of mine and everyone else's podcast, right?

Speaker 5 But they haven't been able to figure it out. And as a coach of a newbie, my number one question is, how many offers have you made? And almost always it's zero.

Speaker 5 And I said, well, there's zero chance you'll ever get a deal. That's, it's ironic you've never gotten a deal, right?

Speaker 5 And that importance of a KPI, which has some irony to it, when you start to grow your business and become a Joe home buyer franchisee, the same importance is how many leads do you bring in?

Speaker 5 how many opportunities do you have, how many appointments do you go on, and then how many contracts did you make? That's right. Like that last one, the contracts, it's amazing.

Speaker 5 And I've done coaching for over a decade. People stopped making offers for some reason.
And I'm making this point to go into my next question.

Speaker 5 I have seen, I'm curious to see what you guys think about this franchise,

Speaker 5 more people are worried about the marketing and lead generating than they're worried about the salesmanship and conversion. That's so true.
Would you agree?

Speaker 6 They're missing the mark, right? Yeah.

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Speaker 6 Less leads managed well is better than an abundance of leads managed poorly.

Speaker 5 You couldn't have said it better. I mean, literally, that is the truth.
Like, I want everyone to rewind that. I want you to to say it again, because that is really the importance of our business.

Speaker 5 Say it one more time.

Speaker 6 Less leads managed well is better than an abundance of leads managed poorly.

Speaker 5 Yeah. And too often people get caught up in a lead, lead, lead, lead, lead.
And I say, yeah, but how many offers? But what have you even done to even get that ball down the field? Right.

Speaker 5 And so what are some metrics that you're shooting for with the LOAC for people?

Speaker 5 Like, what would you say is your metric for your franchise is saying, hey, if you have this type of, do you have percentages that you can do?

Speaker 6 Yeah, percentages are probably the most helpful. So from a lead to opportunity conversion, or another way to say it is a lead to me is any inquiry.

Speaker 6 An opportunity is a yes or a maybe or even a soft no. An opportunity is somebody they're going to have some level of follow-up to.
That's right. That's another way to describe it.

Speaker 6 Or another way that people describe opportunity is net lead.

Speaker 6 So of your net leads, of your opportunities, that conversion ratio really needs to be

Speaker 6 30% or better, but that's so subjective because if you're in a market where you're doing a lot of cold calling, it's going to be low.

Speaker 5 I was going to say.

Speaker 6 If it's PPC, it probably needs to be 80%.

Speaker 6 So when I say 30, 30 encompasses all three core strategies. It also is just kind of...

Speaker 5 It's a blended ratio.

Speaker 6 It's a blended ratio. So thank you for clarifying that because anybody listening, I think,

Speaker 6 if they identify 30, then they're probably not doing enough. But if it's a blended ratio, it also accounts for somebody calling from a direct mail piece saying, pound sand, take me off your list.

Speaker 6 We're technically referring to that as a lead because we're still trying to identify what percentage of the people that inquired whether they were telling you to take you become an opportunity.

Speaker 6 Become an opportunity. Yeah, that's exactly right.

Speaker 5 No, that's the right metric, in my opinion, right?

Speaker 5 There will be people who would tell you that it should look a different way, but I just talked to cold calling because it's the lowest cost typically with the highest lead volume, but also the most challenging to get it from a lead to an opportunity.

Speaker 5 Right. Right.

Speaker 5 Because what I see in my own business is we have roughly a 10% conversion from someone who we actually contact, right, is how we say it, to someone who becomes an opportunity. It's about 10%.

Speaker 5 So if we have a hundred conversations, someone who's actually somewhat interested to keep that conversation going and going into opportunity, as you guys say, is about a 10%.

Speaker 5 So there would be 10 people out of the 100 conversations. That's right.
Yeah.

Speaker 6 We have a franchisee, though, Justin, that throws this all out of whack. He sends out marketing in West Texas, and it just seems like anybody that calls is an opportunity.

Speaker 6 So his ratio is through the roof.

Speaker 5 So what's he did with that again?

Speaker 6 So the beautiful thing about this is this isn't so much where you're starting today. It's identifying, get in your baseline, and then the data allows you to make improvements.

Speaker 6 But if you know that, all right, I'm only converting leads to opportunities at X amount of ratio, then I can drive to make that, you know, I can have a higher percentage of live answer.

Speaker 6 I can have more urgency and follow-up to get in touch with people. One of my favorite metrics, because it seems to be one of the best indications of success, is driving your ratio of appointments.

Speaker 6 What percentage of the opportunities do you attend appointments on?

Speaker 6 The higher that number is, in fact, early franchisees, we say

Speaker 6 hit 100%.

Speaker 6 Now, that's not realistic, but if we set in their mind that you just need to go on 100% of the appointments or opportunities that are created, you need to attend 100% of them as appointments, offers equivalent, you know, getting out and meeting with sellers.

Speaker 6 You're setting them up with the experience, the training, the get the marbles out of the mouth, perfecting the system, and ultimately giving the highest probability of success.

Speaker 5 Yeah, and the same thing is

Speaker 5 what does it say? If you shoot a stars and land on the moon, that's right, vice versa. Something like that, right?

Speaker 5 Yeah, so

Speaker 5 now, in terms of your franchisees, who would be like, I love the model. Here's why I love the model.
Us coaches, and I'm still a coach and will likely coach till the day I'd exit. Fucking love it.

Speaker 5 Okay.

Speaker 5 We show them how to do it in most cases. In my case, I actually do it with them.
Sure.

Speaker 5 Specifically because I'm holding the hand of a brand newbie. Right.
So it's like helping a child walk. You do it with them.

Speaker 5 The franchise model to me is like the next phase of that, right? Where coaches don't do it justification because they just tell you what to do and say, go do it. Great.
Fine. There's a place for that.

Speaker 5 Some people do. 99% of people don't, right? Right.
What I do and what you do, what I do and what you do, very similar. Where you grab their hand and say, we're going to do this together.

Speaker 6 Together.

Speaker 5 That is a big switch in mentality. And not only that, Joe Homebuyer has an operating framework.
So let's talk about the operating framework for a second.

Speaker 5 You're the CEO, and let's just almost role play to the thought of like, hey, Justin, I want you to be a Joe Homebuyer.

Speaker 5 What are the value adds a Joe Homebuyer brings to an investor who's active, but they're a little lost? They're getting deals done, but they're just,

Speaker 5 they still kind of have the wobbly legs, right?

Speaker 5 What are the value aspects of Joe Homebuyer?

Speaker 6 I'm going to take one step back first because then I want to talk about the value add, but we actually are very protective of the Joe Homebuyer brand because that's essentially what we're offering is to streamline and to bring, you know, a brand that then they can leverage, right?

Speaker 6 But we're really looking for brand ambassadors. So

Speaker 6 gone are the days where we'll send, they say in the early days of franchising, you only sell franchises to family and suckers, right?

Speaker 6 That's who, that's the only people that would ever buy your franchise, right? Because it's new, it's not unproven. Well, we're gone are those days.
So we're very much looking for the right fit.

Speaker 6 And that goes both ways. We're not naive.
We realize that we're not the right fit for everybody, but we also understand that we're not just looking for anybody.

Speaker 6 We start and we lead out with those that can embody and really raise our community by supporting our culture. And that's, you know, for example, our four core values are, we use the 4-H system, right?

Speaker 6 So honest, humble, hunger, and heart for others. And we're looking for those that kind of embody and can and complement that and bring it and thrive in that environment.

Speaker 6 And when we find that,

Speaker 6 then they're attracted to, sure, we can help build out a blueprint for somebody that is struggling to have consistent deal flow. That's where we thrive.

Speaker 6 We can help create a system where you have consistent and

Speaker 6 deliberate efforts in your marketing to drive, you know, to take out some of the lumpiness in the business.

Speaker 5 Yeah. And I think that's, that's a major problem in the space, right? There's the the masterminds that we're all a part of that talk about scale right

Speaker 5 okay then there's the let's get started and in the middle somewhere somehow probably because of marketing the growth cycle gets phased out people forget to just grow what they've been doing that's right right gain some consistency in your business and that's where joe home buyer can really really help right if you're actively doing deals i mean do you guys have some level of like entry level not entry level but what I mean is like a barrier of entry for someone?

Speaker 5 Like if someone comes to you and says, Mark, I saw you on Justin's podcast. For God's sakes, I would love to have the support of Joe Homebuyer, a brand.
I'm honest, I'm humble, right?

Speaker 5 Like I have the four H's.

Speaker 5 What does that look like for you guys?

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Speaker 6 Well, we are looking for a franchise.

Speaker 6 The ideal franchise candidate or somebody that we'd run with is somebody that has done a handful of deals. And the reason for that is

Speaker 6 we can't,

Speaker 6 you know, really want, or I guess our interest is not working with somebody that's still trying to figure out if they're committed to the business.

Speaker 6 If they're trying to figure out if this is going to be long-term for them. They have to be past that.
They have to say, I've done it. I've got my teeth kicked in.
Guess what? I enjoyed it.

Speaker 6 Like I actually had a good time getting my teeth kicked in. I understand how challenging real estate is.
I also understand.

Speaker 6 how fortunate and grateful I am to be in real estate and I want more and I want to continue to grow and thrive in in that space. So somebody that's done a handful of deals.
Is that five? Is that 10?

Speaker 6 It's really based off the individual. We also want a franchise individual that is going to lift.
In other words, we're looking for people that plan to enhance the community.

Speaker 6 I mean, I have to tell you, Justin, one of the things I underestimated when we first started the franchise is the caliber of individuals we'd be surrounding ourselves with.

Speaker 6 And I know people talk about community and it's just different.

Speaker 6 We're not trying to be anybody else. We're just Joe home buyer.

Speaker 5 And our culture is powerful and different and i'm grateful for that our franchisees are powerful well you know community is everything i think we have a mutual friend pace morby has shown what can happen with community right well

Speaker 5 he just you know him and i talk a lot and he's just like colby is just no one's willing to put this much effort in traveling But what I do see about what he's done is he's built a tribe that just bleeds the right bleed.

Speaker 5 Blair. Right.
I mean, it's amazing. And so I love that about Joe Homebuyer.
Again, maybe what are some of the assets like a Joe Homebuyer would get?

Speaker 5 Because again, it's one thing to just have someone say, I'll hold your hand. And that leans into just coaching.

Speaker 5 What are some things that like someone can be like, man, I got to really consider doing this franchise thing?

Speaker 6 Well, I'm going to give you a taste of it. To anybody listening, go to thejoeway.com.

Speaker 5 And thejoeway.com.joway.com.

Speaker 6 Yeah. And that will give you, that's right, thejoeway.com.
There you go.

Speaker 6 And it's going to give anybody listening some framework for what I believe to be the most dynamic sales process as it relates to the negotiation, how to get the deepest discounts and the best deals while providing a meaningful value to the seller.

Speaker 6 And it has training videos, complimenting training videos, and a complete

Speaker 6 instruction guide to complement. You'll find it all on thejoway.com.
But that's an indication of one of the assets that they get, just extremely high-level how-to sales training, but it's ongoing.

Speaker 6 You have a deal you're trying to get over with the finish line.

Speaker 6 You call in, you get help from the support team you have a deal you're trying to disposition and optimize revenue you talk you attend the disposition support you know support line but then it's things like aggregated data look we have a CRM that all of us use collectively we're in multiple markets throughout the country we know it's working we're able to you know combine both the the data from our strategic marketing partners and that's the other thing is we save you time and energy and money frankly with our strategic market strategic marketing partners our buying power you use our marketing partners you save on every single one of those partners, you don't even pay their going rate.

Speaker 6 You pay the Joe rate. So there's just, there's lots of that.

Speaker 5 I think I'm going to pause you there because I think there's a lot of people out there that their first thing is like, well, how much money do I have to spend on marketing?

Speaker 5 But what you just said really should highlight to most people that they don't think about it. Economies of scale.
When you have the Joe buying power,

Speaker 5 Joe home buying, Joe home buyer buying power. That was a mouthful.
Love it.

Speaker 5 In marketing, whether it's PPC, whether it's direct mail, whether it's the relationships, because you have 80 of these these franchises spending money, you can reduce the effective cost.

Speaker 5 Justin Colby going out and doing the same

Speaker 5 mail count. I'm not going to get economies of scale.
That's right. And people don't realize the power of something like that.
That's right.

Speaker 5 Now, talking as a CEO,

Speaker 5 do they need to be at that level? Do you almost come in and help them understand and think more as a CEO?

Speaker 5 Well,

Speaker 6 we encourage them to think, well, internally, let me back up one second.

Speaker 6 Internally, we actually have an ambition to create world-class leaders. You know, you could say, well, what is the purpose of Joe Homebuyer?

Speaker 6 You could say that the purpose of Joe Homebuyer is to become the largest homebuyer in the country. The way we get there is by creating world-class leaders.

Speaker 6 And so they don't have to come in as, you know, I'm a CEO, I'm the, you know, top of the world today.

Speaker 6 We want those that are humble, though, and are teachable and that developing as individuals, developing as leaders is, you know,

Speaker 6 the track that they're on, who they want to become. Because imagine this, Justin, and it's happening.
You have 80, 250, 500 franchisees across the country that are world-class leaders.

Speaker 6 The impressions, the impact they're having on their homes, their families, their communities.

Speaker 6 The byproduct is they're buying lots of homes. They're extremely successful in real estate, and they're doing it the right way.

Speaker 6 They're improving the lives of the families that they're providing the services to. But it starts with who they're becoming.
And so, yes, we actually have infrastructure in Joe.

Speaker 6 And I get nobody's attracted to this. Nobody's going to buy a franchise because they're like, oh, I want to become a better leader.

Speaker 6 In fact, not everybody even identifies that they need to become a better leader. But the truth is, we all need to become better leaders.

Speaker 5 And that's, that's a muscle I talk about from stage. When I speak on stage, I talk about leadership because I think it's a muscle most people don't even know how to work out.

Speaker 5 Well, it's almost like legs day, right? Like, you know, it's out there and it kind of exists, but it's this thing you're just like, but you avoid it.

Speaker 5 Now, so, and, but that is a muscle that if you own a business, being a leader has to be worked out because,

Speaker 5 as you just said,

Speaker 5 you're not just leading, like you're not just, if you're going to be a solopreneur, fine, don't be a leader. I mean, it's just you and there's no one else in the organization.

Speaker 5 But if you're going to run a real business, run a franchise, and you don't know how to be a leader, you're going to struggle for a long time.

Speaker 5 Do you guys have that kind of training or do you guys have live events within Joe Homebuyer? What is kind of the support that you can give a franchisee with regarding to leadership?

Speaker 6 I love it. In fact, Justin, Justin, you need to join us next week.
We're in San Diego. We have our annual conference.

Speaker 6 We actually have Brent Daniels, who's a franchisee. Jerry Norton, who owns several franchise locations, they're going to be out there.

Speaker 6 Even Pace Morby is going to join us on stage out at our conference in San Diego. So we're really excited.
The events bring everybody together, really strengthens the community.

Speaker 6 But as it relates to specifically leadership training, actually,

Speaker 6 there's a lot of support. We have within our repository of library of content.
There's a lot of content where you're just driving down the road and you just want to be uplifted and encouraged.

Speaker 6 And then Cody does an incredible once a week, you know, mastermind, bring your ideas together, personal development strategy call every single Thursday. I'm sure he'll talk with you about that.
But

Speaker 6 it's one of those things where, and I would even argue, you mentioned that, you know, hey, if you don't want to build a business, there may be leadership in if you're going to be a solopreneur.

Speaker 6 But at some point, you got to lead yourself. And that's where leadership starts is what is your morning routine?

Speaker 5 What is your, and i know you're big into these things um huge this is a big factor for me this is a bit we're very much in alignment because i would even tell the solopreneur they need you more than anyone else because they have no community they don't have someone they don't have a trainer to lean on they don't have leadership they don't have cody they don't have mark they don't have that's right and they're just trying and literally as the guy who teaches most of these people they want it And I've been able to give them the roadmap to go get it, exactly how to catch the fish, right?

Speaker 8 That's right.

Speaker 5 And then, you know, that is the differentiating factor of coaching versus now what I now do and what you guys are doing at the next level, right? I do newbie, you guys go growth, right? That's right.

Speaker 5 The solopreneur really needs to be looking you guys up. This is, you know, I'm talking to all of you out there that are like, I've done some deals.

Speaker 5 I can't really figure out what the fuck I even did to get the deals. This is where you want to lean on Joe Homebuyer, right? Go to the website.
What was the website again?

Speaker 6 Thejoway.com.

Speaker 5 The Joe Way, because again, as a solopreneur, it is the most difficult position to be in is to feel like you don't have the community, that you don't have someone you can lean on, that you're just, you kind of get it, but you're not really getting it.

Speaker 5 So

Speaker 6 watching a YouTube video here and there and that to me, that's great. But at the end of the day, do you actually have the habits in place to get predictable, consistent results? Right.

Speaker 5 So the event, and I'm hoping this comes out before the event. When is the event?

Speaker 6 Well, the event's actually next week, and you have to be a Joe Homebuyer franchise. So we're putting the carrot out there for people to realize, no, this is like,

Speaker 6 you know, I mean, the people speaking from stage, the workshops, the things that we're going to be working on, because it's not just a venue where you're going and hearing from speakers.

Speaker 6 It's actually, we're working on our businesses.

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Speaker 6 We're moving our businesses forward, and we have an annual event, and it just happens. It's next week in San Diego.
Love that.

Speaker 5 And so talk to me a little bit about

Speaker 5 the franchisees, the KPIs. Let's lean a little bit more into

Speaker 5 the business, the day-to-day business, right?

Speaker 5 That I think a lot of people, they've heard, they've watched YouTube videos. What are some of the expectations on Joe home buyer franchisees, you know, within a year? What kind of

Speaker 5 benchmark or what kind of, you know, what are the expectations that you would say, hey, if you are one of our franchisees and you go all the way in, you don't tiptoe in the short, you know, in the shallow end.

Speaker 5 That's right. What are you saying to these franchisees?

Speaker 6 Well, it starts with the daily non-negotiables, right? Which is talking to sellers, talking to buyers, going on appointments.

Speaker 6 It's these activities, and then it includes, you know, marketing and staying consistent with your efforts there.

Speaker 6 And talking to sellers and those things are a form of marketing, but it's in the actual investment. So when a franchisee comes in,

Speaker 6 we're really building out not just the roadmap, but we're identifying: are they on track, right? You mentioned, you know, what benchmarks do they need to hit?

Speaker 6 It's are they developing the daily habits that are going to get them consistent results? And then just having honest, frank conversations with them.

Speaker 6 Like, hey, you're not on track because you're not attending appointments or you're not picking up the phone.

Speaker 6 And it's helping them identify what activities will afford them the consistency and the results that they want. And that's, you know, what it is.
You know, I think of like,

Speaker 6 you know, a personal trainer at the gym or anybody that holds you accountable for anything.

Speaker 6 And you know this. This is where you make your bread and butter.
You provide this value to so many people. But it's.

Speaker 6 We all do better when there's accountability, right? We all do better. You know, even I started using

Speaker 6 an app on my phone just to track my nutrition each day.

Speaker 6 And by virtue of committing to do that, I'm eating better. I'm consuming more protein.
I'm staying on target and I'm saying no to other things.

Speaker 6 And so that's the framework essentially that Joe Homber provides is,

Speaker 6 you know, what to do, what habits to create, and then a natural community to help encourage that accountability so that you know you can get the results that you've tasted, but now you want to become more predictable.

Speaker 6 You want to be,

Speaker 6 more consistent. Expect those results.

Speaker 5 In more of a

Speaker 5 historically speaking, like coaching model, how many times do they have access to you guys as the franchiseors or any, you know, whether it's you or Cody?

Speaker 5 Every day. Every day.

Speaker 6 Literally, there's, I mean, every single day there's something that they can have direct support, direct access.

Speaker 6 And then 24-7, I mean, we have, when I say 24-7,

Speaker 6 our support channel.

Speaker 6 I better not oversell that.

Speaker 6 I mean, really, we have virtual assistants and different things that are steering them to the learning management system.

Speaker 6 And then, obviously, the learning management system has a lot of content where they can search. Hey, what's an answer?

Speaker 6 Here's my challenge. They can search and it can pull up and oftentimes answer the question.
But in terms of a live person that they can interact with every day, essentially.

Speaker 5 I mean, that's phenomenal, right? Again, you guys are collaborating in.

Speaker 5 and putting together a platform that really speaks volumes for that

Speaker 5 I call it the growth plan, right? Where you're like, you got to figure out how to do more, you're doing it, but you don't really know where the next steps are, right?

Speaker 5 And that's really, really powerful. Um, I know one question most people are going to say as they're listening to this: well, how much is it?

Speaker 5 Go to their website, go to their website, that's the answer, right?

Speaker 5 Um, that's right. And so,

Speaker 5 the

Speaker 5 franchisee

Speaker 5 has

Speaker 5 is there an expectation on like

Speaker 5 type of deal? Do Do we focus only on wholesaling? Do we focus only on fix and flipping? Cause we're buying.

Speaker 5 What is the kind of expectation on

Speaker 5 exit strategy or, you know, what I call being a dynamic real estate investor doing all three?

Speaker 5 What do you guys hold on to?

Speaker 6 Yeah, I love that.

Speaker 6 Dynamic real estate investor.

Speaker 5 Yeah, because I, you know, again, I'm like. You want to do them all.
Like being a one, if you're a hammer, everything's a nail.

Speaker 5 So if you're just a wholesaler, then you're only going to underwrite to wholesale deals. But if you're a fix and flipper also, you might understand or a buy and hold landlord.

Speaker 5 You should be doing them, but you also could be a better wholesaler because of it, because you understand the metrics that they need to run by. That's right.

Speaker 6 Yeah, so each of our franchisees are trained and there's infrastructure around all three because we want our franchisees to accumulate assets as well.

Speaker 6 You know, some see rentals as their path to passive income and wealth. Others see it as just a vehicle to create some additional,

Speaker 6 appreciation, some tax advantages,

Speaker 6 additional assets that they can then leverage in the future. But it often starts that a lot of our franchisees start to build momentum with a higher percentage of wholesaling.

Speaker 6 But others come in with the expectation and the focus of, in fact, we're working with a very talented individual right now that is pursuing Joe Homebuyer and we're at the finish line. And

Speaker 6 they did 37 rehabs last year. And they're coming to Joe to learn the wholesaling wholesaling side.

Speaker 6 And on the flip side, we have people that come with wholesaling experience, and they come to learn the flipping and the renovation side, as well as want to have a system to then take down some rentals.

Speaker 6 So I love the dynamic three. I've never coined it that way, but that's very much our approach as well.

Speaker 5 I think it should be the only approach, frankly.

Speaker 5 And a lot of our mutual friends are wholesale, wholesale, wholesale. And I go,

Speaker 5 I get it, but really, you don't need credit to raise money. You don't need, you know what I mean? I understand it de-risks everything.

Speaker 5 But you also need to teach them, like, if they have something they want to fix and flip and they just so happen to have a couple bucks, like if that's the best decision for that property, right?

Speaker 5 What is the best potential of the asset? That's, I love that question. And that's that's what you want to be able to teach them to.

Speaker 5 That's what you want to guide them to because we fix and flip, we buy and hold, we wholesale. That's right.

Speaker 5 So why do we want to limit the people that we're trying to help to just stick to one bucket, right?

Speaker 6 One thing that I like to highlight here about Joe Homebuyers, Cody and I, we're still in the game. So we didn't just used to do wholesaling.
We didn't have that experience at one point.

Speaker 6 Or worse, we're not a CEO of a franchise system that's never actually done wholesaling, rehabbing. And

Speaker 6 I mean, we do, we have active rehabs going on right now. And I highlight that because we are in three markets ourselves.

Speaker 6 So we reside in Salt Lake, but we have an office in North Carolina and we have an operation in Dallas

Speaker 6 as franchise territories

Speaker 6 part of the system because we want to know and experience what the franchisees are going through.

Speaker 6 We want to leverage and test all of our strategic marketing partners and their techniques, their strategies. So that's one of the differentiators as well.
We're not just doing it in theory.

Speaker 6 We didn't struggle at wholesaling.

Speaker 6 So we became a coach. We actually are continuing to do it today.

Speaker 5 Hell is that quote. People who can't teach or some nonsense.

Speaker 5 I think it's kind of changed. I don't know.
I mean, because we've just all been around so long.

Speaker 5 I feel like the biggest and best teachers are the ones that are the most active and not just, they couldn't. That's right.
So anyways, that is huge.

Speaker 5 I think it's really important that they know that they're going to be taught to wholesale, fix, and flip, and buy and hold. And all verticals work and it's always the best potential.

Speaker 5 I think anyone out there that is really looking for something that can give a baseline, that can give a framework, you got to seriously consider this.

Speaker 5 I mean, genuinely, some of the bigger names in our industry from Jerry and Brent, both incredible human beings, beings, great business owners.

Speaker 5 If they're bought into the franchise and it's good enough for them, should be good enough for you guys too.

Speaker 5 Any final thoughts that you kind of want to wrap up as the CEO of Joe Home Buyer, as someone who works on building the community and the culture?

Speaker 5 What do you want to say to the people maybe listening considering something like this?

Speaker 5 Well,

Speaker 6 the journey. It's just

Speaker 6 when you're endeavoring to go down anything that's important

Speaker 5 or

Speaker 5 that

Speaker 6 has potential lots of upside.

Speaker 6 You have to remember, by the way, this is, as I'm saying this, Justin, I'm preaching to myself, right?

Speaker 6 I realized as I was driving down the road the other day, this is a true story.

Speaker 6 And I look and I'm driving behind a car that's going 35. And as I look off to my right here, the speed limit sign says 45.
So we're going exactly 10 miles below the speed limit.

Speaker 6 And it's not a road that I'm supposed to pass.

Speaker 6 And so I'm looking at right, maybe I'm going to pass this person, not because it's legal, but because they're they're going 10 miles an hour below the speed limit.

Speaker 6 And then I had this epiphany, this light bulb, the true story. My girls, I have a wife

Speaker 6 of 22 years.

Speaker 5 Congratulations.

Speaker 6 Yeah, isn't that amazing?

Speaker 5 That's phenomenal, actually.

Speaker 6 Beautiful wife, 22 years. And I have a son who's actually serving a mission in Detroit.
So he wasn't in the car. And then I have three daughters.
They were all in the car.

Speaker 9 And they were singing a song, right?

Speaker 6 And here I was. I was going to cruise and speed around so I could hurry home and get home sooner.
And then I realized, what am I doing? Yeah.

Speaker 6 I'm exactly where I need to be right now, listening to my daughter singing a song. And I sat back and I started to enjoy the process.

Speaker 6 So the Joe Homebuyer franchise, this business, don't get into it because you see all these shiny, you know, numbers and all these exciting opportunities.

Speaker 6 I mean, sure, that's what attracts a lot of us, but you've got to be committed to the journey, the process, everything that can challenge you to become, the journey of growth, individual growth that it will require.

Speaker 6 If you're committed to that, then this is a great opportunity.

Speaker 5 That is a great way to end it. I genuinely believe that people, you can't, your success cannot outlevel or outreach your ability for self-development.

Speaker 8 That's right.

Speaker 5 It can't outpace it. Nope.
Your success cannot outpace your ability to develop yourself.

Speaker 8 Well said.

Speaker 5 Dude, it's been an honor. It's been awesome.

Speaker 5 I see big stuff between Joe Homebuyer, Justin Colby, the whole working state.

Speaker 6 It's true, brother.

Speaker 5 You guys got to check out Joe Homebuyer. Go to the website again.
What's the other one?

Speaker 6 Yes, please. Thejoway.com.
Check us out.

Speaker 5 Follow Mark. This is great.
I really think anyone out there, if you're actively doing any level of deals, you have to consider a franchise

Speaker 5 for nothing else than community, being able to be around these two individuals as leader of the franchise and the experience they bring. I mean, this is phenomenal, dude.

Speaker 6 Yeah, thank you, brother.

Speaker 5 If this was impactful, if you know someone that might need Joe Homebuyer franchise, make sure you share it with two of your friends. See you on the next episode.

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