So bringen wir diese Makler von 0 auf 22 Mio. Volumen (Breakdown)

Last month we had a transaction volume of 22 million, our best month so far, we only started in March and lead buying is by far the worst thing there is, [music]. The difference is that with us it's completely organic, meaning we don't run any ads for the videos, because the most natural content process is when someone comes into my sales conversation and they've already bought something. None of the wealthiest people I've met in my job so far came through the portals; they came exclusively through social media. Budgets from people that would make your ears flutter, you would never, ever find them on ImmobilienScout or anywhere else. What does that mean in numbers? How many inquiries do you receive and [music] how is that divided between buyer inquiries and seller inquiries? That's a very good question. That's a really good question. That's a really good question. Ladies and Gentlemen, welcome to a new episode of Brandscape Breakdown. We are here today with Nico and Nico. I'd say here's a little intro about yourselves. Yes, we are Nico Nico Mobilmarktler from Berlin. So he's Nico, I'm Nick. Um, and we're currently building our personal brand with your help, of course, on social media, in order to revolutionize the mobile sector in the long term. W se geil. W se geil. As you have already heard, Nico Nico are part of our Brandscale program in the Brandscale Mastery. And if you 're new to this channel, we created this format and call it Brand Scale Breakdown. This is about one thing. We are looking at real estate and financial companies, that is, companies from the financial real estate sector, whether brokers, mortgage lenders, financial service providers, or investment distributors. How did they manage to get from where you are now to where you want to be, namely a multi-million dollar company? A company that previously may have done nothing at all, or done five-figure sums, can go from six-figure monthly sales or six-figure annual sales to seven-figure or multiple seven-figure sales. That's exactly what we're talking about, but we're not making any guarantees. We are not speaking from theory, but as I said, we are speaking with people who have done it . And here we'll look at how the business model works. What are you doing right now? Yes, what helped you? What strategies and tweaks have taken them to the next level, where do they want to go, and what are their current bottlenecks? And that means we go into it, we look at the numbers, we look at the funnels, the social media, the content strategy and everything that was necessary to get there. And we're going to open up a truly incredible range of insights here . Therefore, be very, very excited and I would say, welcome to Brand Scale Breakdown with the guys. Thank you so much for being here, and your story is fascinating and exciting, but before we go in, let's talk straight about the numbers, get straight into the numbers, and see what the numbers look like. What were the sales figures in the last quarter or months, and how have they developed? It has stayed the same, it has increased, it has decreased. Speak up . That's kind of funny , because we had such a brutally good month last month , right? I believe, if I remember the numbers correctly, we had 6.3 million views on Instagram alone in the last month, in the last 30 days . I believe we have increased by over 8500 or 9000 subscribers in the last 30 days . Is that possible, Nick? Yes, that's possible. Last month we generated a turnover, a no, a turnover transaction volume of 22 million. Best month so far. But we also have to mention that we only officially launched in March , right? So, I'd say the first quarter we can talk about is currently the only quarter that can be properly evaluated. And there we have, I believe, a transaction volume of approximately 32 million. I believe this is the most extreme missile state in history. [laughter] That's also interesting to know, what's your acquisition strategy? That would be really interesting to find out and shed some light on the matter. How do you get your orders? What was that like? How did that differ from a time when it perhaps wasn't like that? So, I can always break it down like this, I can always break it down like this. I've been doing this job for almost 16 or 17 years now, and in Berlin, I'm pretty well known, or at least in the bubble we're in, and in recent years I haven't had to do much acquiring myself; rather, the people who are already there have said, okay, I mean, sharing business. Uh, and over the years I've been doing this, I've sold an average of between 3, 2, 3, and 4 apartments per month, and that over a relatively long period. If you do this for so long, then of course you have many owners you know, and of course you also have many who at some point say, I want to sell my apartment again for such and such a reason, or they say, I know someone who wants to sell their apartment . So, that means that over the years it has naturally developed in such a way that I haven't had to do the classic aquarium maintenance, buying leads and such in recent years . What has changed massively, however, is that today even more people come and actively approach us and say: "Hey, you have such incredible visibility, do you know that, or could you film our apartment, could you sell the apartment?" It's not necessarily the case that we'll get the exclusive mandate. Other real estate agents come to us and say, "Hey, Nico Nick, look, you have, I do n't know, 100,000 subscribers on YouTube. You now have 25,000 on Instagram. You have a security of such and such, yet you can't even rent a property." That means your main acquisition tool for acquiring new inquiries and exclusive mandates is your social media presence. You're visible. You use YouTube, Instagram, and WhatsApp for that . And WhatsApp. Exactly. So, for me, it's ultimately a mix of three pillars, actually. It's highly recommended to use a lot of social media, so Instagram, YouTube, and indeed WhatsApp. Well, yes, but I haven't really acted on TikTok yet, but WhatsApp actually works very well because we post the stories or videos we post on Instagram to our statuses, and I just... Funny story about Frankfurt. I uploaded a video of, uh, a property, sort of a funny video. A guy I sold something to about 7 or 8 years ago wrote to me, saying, "Hey, someone should make a video like that with my apartment in Frankfurt." And then I forwarded the contact to Frankfurt, and he's now got around to it , right? We're talking about a Pentos property worth 2.2.2 million. What's usually the real bottleneck for a real estate agent? Is it the buyer or the seller? Where do you usually run into the problem, which is also the most annoying part of finding properties, because I know you usually go door to door, calling developers and asking, "Can I sell your property?" So I think it's both. You obviously need buyers right now, but I think most real estate agents are really struggling with properties. At least that's how it used to be. Yeah, most of them just have far too few properties. I've had that. Currently, the market is a bit... well, properties are sitting on the market for quite a while. You don't just sell them like that anymore; they have a marketing period, let's say between three and six months. And because of that, you eventually end up with not just ten properties, but quite a few more. But I think most real estate agents are always struggling with properties, and I can explain it this way because I didn't have the luxury of knowing so many people and growing up in Berlin. I still have to go the tedious route. I mean, searching online, calling private ads, even if it says seven or eight times, "No, don't call an agent, please don't call." Calling anyway, talking to people, and trying to make it work . Or buying leads— buying leads is by far the worst thing there is. It's really—and I've told the platforms that offer them—they're ruining the market so badly because, of course, if I have three real estate agents and I, as a private individual, get three numbers, with whom... Should I go? Of course, with the one offering the highest price . I always go with the most likeable person, right? [laughter] So, obviously, if one guy says 600 for an apartment, another says 650, and another says 700, then of course I'll go with the one offering 700. And it's so crazy because so many people go in there so naively and, uh, they don't know anything about it and then they just think and wonder why the lead quality is either so bad or they're so angry, right? And then they run into someone who yells at them, " Why are you calling me again?" Um, but I also have to say, I know a lot of real estate agents who still buy leads, I mean, a lot. And then you go there, and there are three people standing there, and I always say, " You can spend your money on anything, but you really don't need to spend it on leads." It's In my opinion, it's completely wasted money. If you have a certain reputation and have done your job properly, and have a good relationship with the buyer, then the buyers will always come back to you. It's simply a fact. I have an apartment that I sold 10 years ago, and those people still call me today. And I, uh, can make a small digression. For example, I've gotten into the habit of doing the following. Many people—well, you know, these days you can use a CRM system—if you work with one and it sends you an inquiry on the usual portals, you can set it up so that you automatically save the number in your phone. I do it so that every contact who inquires about an ad automatically ends up in my phone. That means I think I had 27,000 or 28,000 contacts in my phone, or at least I did for legal reasons. Of course, if it's revoked, it gets deleted. Yes, that goes without saying, but You have to think about it: when you post something in your status, like when someone inquires about the property, they don't just get the exposé by email , but they also always get a WhatsApp message from me. And when you send a WhatsApp message and they reply, they see your status. Imagine you're online with a property in your WhatsApp status. You just have to see how many people see that property. It's that simple. I'm crazy too. That's a funnel, right? That's a funnel. Now, in a funnel, there's also the pressure many people feel. Yes, those people, because I mean, we're talking about a transaction volume of 22 million here, right? I do n't think that comes from, uh, 200,000 €1,000 apartments. These are larger properties that are being sold to people who have a certain amount of wealth and capital to make it all possible. The assumption is, yes, they're looking at... No YouTube videos or Instagram Stories now. You can talk about reality differently now. I can say that none of the wealthiest people I've met in my job came through those portals. They came exclusively through social media, and with budgets that are truly mind- boggling. It's pretty crazy, because find me any place where you'll meet both, say, the average worker and the multi-billionaire. Let's be honest, everyone goes to the bathroom, gets bored, and starts scrolling. If you see Immobil, you stop and take a look . These people are also bored and spend their downtime doing something, but they do n't spend that time on Scout. We try to deliver content where people are, and that's on social media. There you have everyone from kids, whatever everyone thinks they are, to the ultra-rich. Every client we deal with is on social media. Without exception, and it doesn't matter if someone has thousands of euros, millions, or billions? They're all on social media. So by all means, let the DF go there. I mean, there are a lot of real estate agents now who are aware of this, who know, okay, they have to do something with me now . I mean, it's slowly becoming a trend, but some people become very successful with it, and some fail, posting and posting and spending a lot of money on agencies and so on and so forth. So what 's the essential difference for you here ? Why does it work so well, especially in collaboration with us, so that you firstly reach your people, that you get inquiries, and that it also has a financial benefit for you? Ultimately, you took the ideas we had or the philosophy we have for our videos and optimized them? Yes, because you didn't say to us, Nico, you can't stand there in that cap in front of the... Filming a villa doesn't work. You have to stand there in the three-part series and not say, "Wow, that villa is amazing," but you have to start with, " Welcome to the Harrlich in Charlottenburg." Then you would have tried to change us. Instead, you worked with what was there, with who we are, with our personalities, and tried to get the best possible results from the characters that were already there, more or less. So it's also about breaking the mold and not giving the feeling, "Oh, another real estate agent," because that's exactly what most of them do. They start filming the rooms, yeah, and don't say anything about it, and then the viewer thinks, "Okay, boring." Yeah, you have to say, if you're just filming an apartment, just casually filming it in such a silicon-like style—I'm sorry to say, America has much cooler mobiles. I'd rather watch a 50 million-dollar movie. Euro Villa somewhere in America , obviously. But if you're someone who tells you something and you find them likeable, then you'll also watch a video of the apartment. Absolutely. It's also like this: we call our Liquid Death strategy very similar to the Blue Ocean Strategy, which very few people in marketing, especially in Germany, dare to implement. Because what we mean by Liquid Defs—a Liquid Defs brand from the USA—looks like a beer can, like a Monster Energy can. And then, how did they come up with that? They said: "Yeah, all the water bottles on the shelves look the same, right?" vital and some mountains on it, some springs and transparent, and it doesn't stand out, and we just make a Monster Energy style, a can looks like alcohol or beer, and we just put normal water in it, and with that we've gained a very large market share in a very short time, because it's not just about being there, it's about standing out, and we know there are quite a few marketers in Germany who try it, a lot of them. No, and especially not a few who then do exactly that with the three-piece suit, and the best thing you can do is look, okay, what do I have or what am I doing that's pushing me out of the industry, and how can I even strengthen that? So, the opposite of what most people do, like, "Well, you don't fit in, you have to adapt," but rather, how can you even strengthen it if you do your job well, and what you guys say is basically like Fritz Cola, right? So, that's what you see, Coca-Cola, right? powerful, and then Fritzcola comes along and simply takes over the market, and you take your cap, your laid-back Berlin style, reinforce exactly that and not make it smaller, right? I can only agree with you there. So, I think the idea of ​​this holistic picture has always been there for us , right? Because, firstly, as you say, you have to be different somehow, otherwise you're just one of many, especially in the real estate sector, where so many people already look very similar . Um, and that applies to us on social media, it applies to our website, it applies to our logo, because we already talked about that earlier, our logo is n't exactly what you would immediately associate with the mobile broker. That's a silhouette of the cap and a full band, where everyone says, you're a DJ, you're a barbershop, you're this, you're here, you're that. But people form an opinion about my logo, and a logo is usually completely irrelevant to people. Most real estate agents simply have some kind of roof and then some kind of sign saying "I am a great real estate agent GmbH" and it's always the same. But if you have a logo like that, then just seeing it somewhere makes you stop and think, what is that? What's that then? And you remember it, and when you see it somewhere again , you say, hey, wait a minute, that's that head, and that guy looks just like the head from that logo, and then people recognize you again. And that's what we try to play holistically, that our brand, which we are building, represents us, not made for others, but rather what we can stand for, what we can honestly say we are proud of. We like to wear the logo, we like to show our website because we always say that it reflects our personality. That means, um, you've now gone and essentially transferred what you were already doing well to the internet. Yes, it comes across as very authentic. What we've done in our collaboration is also to make the whole thing fair, fair to social media, so that people stay engaged, so that they quickly understand what you stand for, how you help people, what your added value is. Um, what does that mean in numbers? How many inquiries do you receive, and how is this divided into buyer inquiries and seller inquiries? That's a very good question. That's a really good question. That's a really good question. So I think, I think first of all we had to completely rethink things, because we came from YouTube and, um, we made videos that were really videos, sometimes an hour long, like a feature film. Um, and then the first videos we had made, of course, it was really like this: he said, " Boy, this is too long, get to the point, do the jerk differently," and then I didn't even know what a jerk was. Yes, at the beginning I talked about what the boys were rambling on about, yes, that was nonsense. And then at some point we implemented it, of course, but that really always depends to some extent on the product or on the apartment. You can't, you can't break it down into numbers, really . I'm sorry, because there are, let's say, we filmed a villa in Berlin somehow. We had 500,000 organic views and certainly, I don't want to exaggerate, sent out 150,300 exposés. Yes, that was quite a lot. Um, we also had an apartment that cost 300,000. There you have it, I really can't break it down into manageable terms because it really depends a bit on the property. If you have a real showstopper, of course a lot of people will inquire about it because it simply looks amazing and they want to see the brochure , they want to take a look, and I always say, if you have 100 inquiries , if 10 of them, with 10%, actually say in the end, okay, we'll go and see it, and then that one sticks with you , then that's really, really great . Um, what I can tell you is that we would naturally be interested in it if there were 500,000 views on such an object, I can tell you, I really have to digress a bit now. I made a video about bathing lakes in Brandenburg. Why? Because we want to be approachable. We know Berlin, we know the surrounding area . It was extremely hot. And then I made a video about bathing suits and uh, I said, in the video I say at the last point, um, I would choose Bazaro somehow, I think Bazaro is great, Schamützee blablabla. I receive an email a day later. It says: "Hello Mr. Bär, uh, I saw your video about bathing lakes in Brandenburg and your enthusiasm for Bazaro. I have something to sell in Bazaro. Would you like to talk to me on the phone sometime, or could we talk on the phone sometime?" So you call him , it turns out it's a property in Bazaro worth almost 8 million and it turns out it's owned by a family office that owns it, who also own a great many other properties. So, that means I acquired a property for 8 million through a video about bathing lakes in Brandenburg, which we were ultimately allowed to film, and I somehow made contact with someone who owns several other properties, including properties in Mallorca, through a video about bathing lakes in Brandenburg, and you have to say, that's really crazy. And another example: after filming a villa, a client called me and said, "Hey, I think you guys are doing a really great job. I have a penthouse in Kreuzberg. Uh, would you film it? Can you sell it? It costs 2.5 million. Yes. Um, her husband has a villa in, uh, Zehendorf, which I think costs almost 10 million, that we're supposed to film. And, um, we also have a horse-drawn carriage for 2.7 million, and then we have another property for around 995,000, so five properties with two videos. I think that brings us full circle, and it shows how important it is to know your target audience well and to cover their interests. It's not just about always focusing on making a sale and putting the property front and center, but also, um, covering everything else to capture as many angles as possible, especially in terms of marketing , right? So, that's the best part again." For example, not, uh, yeah, that's the object, and that's how the inquiry came in. Um, well, many, many people make the mistake of focusing on that one object, right? And then they run ad campaigns and get a song or something, and then they comment, and that's all it ever says . In contrast, with us, it's completely organic. We don't run ads for the videos, and then we naturally have a lot of conversation with people, right? People get to know us that way because we write to them. It's not just about saying, "Comment," and then it says something like, "Thank you, did you get the exposé?" There's a lot more to it. I mean, you do n't always get only nice comments, of course, but you can also convince many people to say, "Hey, look, if this isn't for you, then look somewhere else." Absolutely, because when you talk about the object Speaking of which, it's more like, um, well, that's important, but it's already way too deep into the level of awareness, and you have to be aware that if you—because scaling really only comes from having the ability to put someone completely cold, who's never seen you before, into a state where they then buy from you, trust you, say, okay, this person is legit, they do their job well, and [snorting] what you guys do well is tap into these awareness levels and, um, put someone in that state. Okay, I'm noticing you, and you're making your work assessable from the outside. Right. One thing where we're clearly swimming against the tide , as far as the marketing scene in Germany is concerned, because Germany lives off this in every industry in marketing. We advertise, we pay for people to see us, and then they're immediately put in a sales state where the salespeople have to buy something from a complete stranger, and the more expensive and demanding the customer, the more difficult it becomes, because I mean, you know how it is. Also, the demanding customers aren't the ones who publicly comment on Manager that they want this from you. And they're not the ones who comment on YouTube or elsewhere, or who have 100 followers. They're more anonymous, they don't have a profile picture, they have few followers, they're more private, and you have to understand this type of person. Such a person is highly skeptical because they're demanding, and that's why we reverse the process. The most natural content process is when someone comes into a sales conversation and they've already bought because all their objections or mistrust have already been eliminated by the preceding content. This means that when you reach a point of scaling and you run ads, you shouldn't really do anything other than use ads to fuel what would otherwise have happened organically . Yes, I have a funny anecdote. We have a notary appointment on Friday, I think, right? And the guys saw our video, and then we asked them during the viewing how Did you even notice it ? And then they told you they had a house and an apartment and things like that. So, they're already owners, and they said something really interesting: they said, " We're not actually looking, we're not looking at all. We saw the video and liked it so much that we wanted to see it. And then, during the viewing, we liked it so much that we now want to buy it , even though we had absolutely no intention of buying this place ." And that's basically exactly what you said. We're talking about two and a half million. We're talking about two and a half million. That's a lot of money. So, the customers who search on ImmobilienScout are, of course, customers who are actually looking for an apartment. Yeah, just a quick aside. Exactly what Nick and Nico are describing here is what we're currently building for numerous real estate and financial entrepreneurs. If you have at least a five-figure monthly revenue and want to know what this could look like for you , then book a session via the link in the description. Let's talk. We'll look at your figures and you'll see exactly what such a setup would look like for you. If not, just keep looking. But actually, in the high-end segment, you really need someone who isn't actually looking, because people simply have far too many options. They look here, then they look at that, and then something else, and then they inquire about 1000 apartments, and then you call and say, "So, where should we meet ?" That's not a buyer, but someone who comes along and says, "Hey, I think this is so great." I'm going to look at them now. He'll go there anyway because he thinks the apartment is great, he knows what to expect, and then you have to win him over on the spot. And what we manage to achieve is what you explained to him, which I find very, very good, this feeling in people. So, you buy, well, sometimes you ca n't avoid it, but very few people like to buy something very expensive from strangers; rather, they want to feel understood, to have the interaction. And that's pretty much what we do. We also show a very personal side of ourselves, right? We just talk the way we naturally speak, as they say. There's very little censorship going on there now. Um, and that's how people know what we're like. And that was a real moment of recognition for me during the tour. People come for the viewing, normally you go up to them , say hello, introduce yourself, and start a conversation, and the viewing begins. The lady immediately addresses me informally. So, you've already broken the ice, and she simply asks me, "How was the doner kebab yesterday?" Then you think to yourself, how did you get onto that narrow board? I saw this on your Instagram yesterday and then you realize, wow, we've completely skipped the "we're just getting to know each other" stage and we're on a whole different level. We speak completely differently, you have a completely different rapport with people, you approach the conversation in a completely different way, and that's actually what I find most important, that people— it's really true in the end— people don't follow a company, they follow people, right? And either people find us likeable or totally awful. There are only those two things. That's one of the principles of luxury marketing itself. There's a reason why, when you walk into a Louis Vuitton store, you get the feeling that the staff don't care about you at all , because they don't need you and everyone who comes in has already fallen so in love with the brand and bought so much of it that they know they don't have to suck up to them or do them any favors, because it's already been pre-sold. So, this is luxury marketing, marketing that essentially only accepts orders because all the preliminary work has already been done by the marketing department . And that's exactly what's happening here, and I think that's also the reason why we're now addressing the question regarding the request page. One reason, which we also learned very early in business, is that if you want to be successful quickly in business, you either have to be the cheapest or the most expensive, but most people can't afford to be the cheapest. That's why you should focus on how to be the most expensive, because everything in the middle is cannibalizing itself. So, if you manage to be the most expensive through your branding or marketing , and you do n't have to desperately make 400 calls a day, but instead focus on that one person who's willing to generate a deal a month (which some need no idea how many deals to achieve), then it simplifies things considerably and takes a lot of pressure off. Firstly, that, and secondly, I think a major bottleneck for many real estate agents is that they might, if at all, only reach the same number – which is a very, very big achievement – but with a team of 20 and you're doing it in pairs or trios, that's also the thing, but that's also the beauty of it, right? We complement each other incredibly well, don't we? Nick is the one behind the camera; he's the one who edits everything. I just have to do all the silly stuff in front of the camera, and we end up spending the whole day together. So it's not like we say, hey, we have to meet here and there and then do the sightseeing and we have to film these videos now, but rather we say, hey, come on, let's go now somehow and then at lunchtime we say, oh, you know what, we actually have to, we still have to meet Nico and Nico tests, oh there's a kebab shop up ahead, let's go there . So, we can actually handle this in a really relaxed way, without it turning into a stressful situation . And that's actually what I've learned, that you don't always have to think in your head, oh, I have to do this and that now, but a lot simply arises from the situation and because of that, with us it's actually like, I can always say, it's as if two friends or two buddies are working together. Those who are already in the industry can probably start doing it again. To a man who is not directly from the industry, the transaction volume is approximately 30 million per quarter. What does that mean in terms of internal sales? It's difficult to Pachaize, to be fair. Um, in short, and general understanding regarding Marcusion. You typically have a market commission split of 3 and 3. So the buyer pays 3%, and the seller pays 3%. Always more value added tax now. That's why we have 3.57% and 7.14%. But that's only if we do something on our own; then the money goes to us and we do everything ourselves. But since we are not the type to say we have to hoard everything, but rather like to share and work together with different people so that it's simply faster, these are almost always sharing songs. Mhm. That's why it's very difficult to generalize, because in one case there are three people involved, including us, in another there are five or six, then of course there are significantly more. This makes it difficult to break down , right? I would tell you everything completely transparently. Um, what I can definitely say is that even if you give away money – and I learned this from him – you earn at least twice as much money afterwards. Mhm. So, the division opens up an incredible number of possibilities for you. That's why we keep doing it. Of course, you could say, but if I just use a hypothetical figure, you now have a property that costs 5 million euros, that means 3% inside, 3% outside, is a very, very large amount of money for the total commission of €300,000. However, if it takes me a year to do that, my annual salary will be €1500 if we split it. Yes, but I say to another real estate agent: "Hey, listen, we'll just do this three ways. That means you get a third, you only get, you get a third." I earned €100,000, but in the end I still had a lot of time to work on other things in order to earn more money. That was a learning experience I learned a lot from Nico simply because of his experience, which is why we do this too. But if you calculate with approximately one and a half percent , you get roughly into the right range of figures. Roughly speaking, or can you say a percentage? Because with one of them we had to share quite a lot. Yes, but I'd say about 3%, or maybe one and a half for yes, 3%. In summary, this means you're now at a point where you no longer want to argue about it or ask yourselves, " Damn, how do we get new orders now?" On the other hand, people know you now and some even want to take pictures with you. That's a good one to have on the street, funny, [laughter] that's such a nice side effect, is n't it? If something like that happens on the subway, you can't exactly run away . [laughter] Quite nice. Twice already, twice. And once, somehow, I still had her or a station in front of me, and they didn't feel good at all. Yes, I find that nice, but you don't want to be bothered if I'm on the train, like, I'm working on my phone for half an hour, and I have headphones on, so I don't have to see the whole train like that. It's always very uncomfortable for me personally, I have to say, but no, I've even had three encounters on the street, like in Steglitz, but they're always incredibly nice. That is, that is, uh, super, super nice. And I must always add that we also have people following us, whose names I won't mention, who you would never assume would follow such a small real estate channel from Berlin. So, there are people who really have several million uh uh subscribers. Yes, of course, they look to the authority. Yes. And then you think, okay, now you know why they're following you, right? Because they're planning to maybe buy an apartment in Berlin sometime, and you—and let me repeat this very briefly—you would never, ever, ever find it on ImmobilienScout or anywhere else . And that's actually really cool and uh yeah and now we've been talking about revenue, you guys do that, you don't have a big issue as a couple or anything. So the whole company is sitting here right now. The entire company is sitting here right now. That's great. We have no costs. [laughter] Really good. That was the idea from the very beginning. Well, because I have n't spoken to the other real estate agent yet . Another philosophy has been in the market for roughly the same amount of time as we have, as a team, and they are now in the market with new people. Mhm. But half of the properties we have are currently on the market. And then I think to myself, why should I say, I have nine people on the team, all of whom I have to keep busy? You guys could write songs about it, you have an even bigger team, they all have to be made happy somehow, but we've always said we want to grow organically on social media first, everything has to work organically on its own. And if we realize at some point, ah, things are getting a bit tight, then we'll call you and say we need recruiting, and then the process will begin so we can build a team. That would be my question, namely, um, I know that your goal is, or did you also say that your goal is that when people hear the word "real estate" in Berlin and close their eyes, your logo or your faces should immediately come to mind. Exactly, that's really how it is. Many people think that if we hire an agency, because we say they show us how to sell the properties... Yes. And if an object is somehow valued too cheaply, then you can take a chimpanzee who can shoot open the door, he'll sell it too . Yes, my point isn't to say I absolutely have to sell this property today, but rather it's always been about saying that if someone is talking to someone at a party and says, hey, I'm looking for an apartment, then it comes out like a shot . Hey, call the customers. Yes, and I simply wanted to have or build a brand with Nick that is the cheap [ __ ] in Berlin. That has always been my goal. That means now, right? Or do you have something else to say? Yes, do it. This also means that we now have to look at generating money outside of your company , because obviously, um, that won't happen on its own. Obviously, it involves a certain time investment, and especially if you now have this big goal in mind , to be the leading real estate agents in that field, you naturally have to put in even more branding work and pull more levers, like getting involved with the media, you know, to take place outside your usual sphere, so that you really become a brand and people associate things with you, right? And um, regarding recruiting, you once said, what else do you see as a big factor? Because I also say that to become exactly this synonym for a word, two things are important. First, visibility; you know how that works. There's still more potential for market power, right? Market power, and to gain this market power, your time is limited, no matter how good you are or how things go. We ourselves had this doubt back then, when there were only three of us. We said either we do it as a trio or a group of four and make a lot of profit for ourselves, or we have to make a commitment and go down this path: we scale the business, build it, and attach this team to it. We 'll probably suffer for a year or two because we don't know how it works and won't earn anything personally . Spoiler alert: it was exactly like that. It was really bad. [laughter] So you doubt your existence, your identity, and you think, what am I going through all this for? And then there are all the personnel problems; where there are people, there are also human problems. That's exactly what's added, and in retrospect, we're glad for this compliment, knowing how sustainable it will be, and that we can now say, for example, that out of the dozens of deals that came about last month, not even three went through us or through Daniel, who is our sales manager. The team took care of that, and we were able to focus on infrastructure, scaling, and this commitment. Do you want to go down that road, and if so, where do you currently see the bottleneck? These must be the next steps in order to take that next step. Definitely, because ultimately, we're both team clothes. It's just fun to work in this team. For example, I would never stand somewhere alone . I would never do that, because then I'm supposed to be happy for him. So, if I've achieved something great, I can call him and he's just as happy as I am , because it benefits him too, to be fair. No, I would always be happy. [laughter] But that's always been the idea, that you slowly bring people into the team step by step , preferably without an inhuman amount of prior experience, because to be fair, anyone who experienced the 2010s in Berlin isn't necessarily the most diligent person, from what I've seen . I didn't experience it firsthand. I only started when things really started going downhill. But this also teaches you how to fight. [laughter] Yeah, but that also teaches you how to step on the gas, right? And to want to implement more. Um, where I notice, where I personally always struggle a bit, which is always quite pleasant, to talk to Tiger and such again, is to consider, okay, when is the step? Because, as they say, you start earlier, and then you run the risk, because ultimately, if you think about it , I'm going to have a real estate agent come into my house, well, he needs something to do, and he needs to be looked after, he needs infrastructure, he needs systems, he needs structures. How much structure does he need? And these are all the thoughts I have, um, or rather, since we've already talked about it , which of course helps when you have someone like you by your side who have experienced this many times, perhaps in other constellations or in other companies, but you're both not stupid . That means you can put yourselves in the situation, and Tiger too, that you then think about, okay, how do I plan this in the long term without wanting to grow too quickly, but rather in this organic, slow way and then grow up in a healthy way. What really works in your favor is that so much is already visible. That means you generally want to have your DNA, the people who can identify with it, especially at the beginning when you're building an organization , because culture actually starts directly with you and your behaviors, since a company is always a reflection of its founders. Yes, and uh, if you can already see that you have people you're reaching, motivating, and inspiring, then you can start there. And um, you also mentioned the quintupling, which is also a good way to build up some substance, to move things forward in terms of division of labor , so that you reach the right people with it . Um, no lazybones, right? And um, that's why it works so well, and that's why we can grow an organization from maybe two to five, ten, and twenty people in a very short time. So, firstly, I would say it's about culture and infrastructure; the onboarding process is extremely important . How quickly can you get a career changer up to a level where they actually function? Yes, here's a small example. Teaching Social, as it exists now, has been running on the side since November 2023, and the commitment to fully focus on it was originally set for February 2025. In February 2025, we had maybe two or three employees dedicated to Teaching Socials itself, who worked specifically for Teaching Social and not for te, and we didn't really have an account manager who could fully support a client, because finding the right person was like searching for a chameleon . It was kind of like a dragon, you know, like a reptile that can fly and breathe fire, because you need someone who can sell, who can look after customers, but at the same time also consumes and breathes Instagram, right? how an addict understands monetization and song generation at the same time. This is the killing wool mix. And at the beginning, we were also looking at things like, okay, what do we think of them, right? Finding a tiger was like finding a dragon's egg, something you might only find once in 10,000 years. That was the pearl you find when you open the shell. But all the others do n't come from there. That means we were forced to learn how to fill every single position, and that's why we actually know how to do it. Okay, I might not find the unicorn, but I can find the horse and teach it how to get wings and how to make the lightbulbs around it shine, or I can, uh, whatever, right? So, how can you train an employee like that , huh? Even though it seems impossible to bring in these different skills, and that's why this will be the point, the most exciting point is actually what Maurice said, because the fact that we've grown a company from not even €30,000 in monthly revenue to €802,000 in monthly revenue in just a year and a half ( we finished yesterday in August, and September 1st is the date) does n't come about by working hard, because at some point you can't work hard anymore. So, the day only has so many hours, you need sleep, right? Rather, and you simply can't build so many processes in such a short time that would build the whole thing, but instead focus on the culture and the rest will happen by itself. The processes will build themselves, the solutions will emerge on their own, solutions you never would have thought of. And I believe that's what helped us, something most people ca n't do. The thing is, many people have no culture, right? And you feel that when you look into people's eyes , do you see a soul? Can you feel the fire? Do you sense that something you have guided has a soul? Yes, you can feel it with you guys. Now we just need to put it into practice. [laughter] That was the task. That's the task for the next steps. So I think I can say as a review that the first five months we've been with you have been significantly more intense than I expected. So my goal was one million impressions by the end of the year . We've reached 5.9 million in 30 days, right? No, we're at 6.3. I just made over 6 [laughs] million in 30 days and I didn't think that was possible anymore , I'm being completely honest and when I told Tiger I was thinking, no, we have to slowly, like you said, time is limited, what do you want to do? And if someone says, " I want to go sightseeing tomorrow," and I have a full day tomorrow, and so does he, and then, well, um, I told him that, and then he said to me, "We'll make it happen," and I have to say, it's a good feeling when you know that when you say to yourselves, "Yes, we'll make it happen ," then there's something behind it. Yes, then you can go to bed with a bit more peace of mind, and to everyone listening here who can identify with what we've said: true culture doesn't emerge in a one- hour meeting; ideally, you even fly abroad together for four days, lock yourselves away, cancel all appointments, and sit down together and really figure out your "why," your "how," your vision, your mission. You define these and then write down the rules and principles that have brought you this far . You don't have to invent something new. Something must have brought you here . These are principles. That is culture. Culture is something that does n't need to be said. That is an expectation, a behavior. And if, for example, you don't behave that way, then you're considered strange. And you have to figure out what would be strange if someone wanted to join your team and they didn't bring that with them. It's like someone from a completely foreign culture, as Helmund Schmidt once said in an interview, it was so fascinating. Then he said, "So, what do you think of the moderator? What do you think of migration?" That's what he meant. Yes, if it's from Italy, I know that if it's from the Netherlands, it's no problem. If it 's from Turkey, [sighs][gasps] it's doable. If it's from eastern Afghanistan, it's very problematic, but not in the sense that the people are problematic, but simply that the way people have grown up and the expectations, the behavior that everyone has from the culture means that so much more work is needed so that we can live together here. That's what he meant . I'm very curious to see how that came about, and then I thought, it must be the same in the company, right? If someone joins us, for example in sales [snorting] and um, for the first six, no, first 12 months, all they ever talk about is overtime, they just use the word "overtime," and we don't have to say anything, the rest of the family laughs at them. So, who are you? What are you doing here? That doesn't quite fit. That's not our culture here, is it? Once M has defined that, we have written a kind of three-part manifesto. That's how you read minibooks. But I'll tell you, Nick's wife, dear Larissa, once said , well, finding someone for you two , that's going to be really strange, is n't it? Because that's just how I am. So I always say, for me, sitting at the laptop in the evening while my wife watches television is not work. I really have to say it like that. For me, if I'm sitting on the couch with the TV on and my laptop here, answering emails at 11 pm, then I do n't consider that work. That's just how it is . And I have, for example. And I think very few people know that. I don't sleep very much, and I only need an average of 5 hours. In the evenings, I get up every morning at 4:30 on average and work until about 7:00. Then my son gets up, goes to school, and then I work until 9:00. Then I go to appointments, and in the evenings I always take the time from 5:00 to 7:00 or 8:00 PM to spend time with my son. This is important. For example, I think it's really important to have dinner together every evening . Well, no, and then there's the time when he's in bed, to sit down again, and as I said, that's not work for me in the evenings . For me, it's not like I'm working; I'm out with Nick and we're going to try out a restaurant. It's not work in the traditional sense; I enjoy it, and that's what's important. You have to enjoy what you do, and whoever comes to me or to us at some point simply has to enjoy helping us along the way. I totally agree, and these kinds of people are usually not unemployed and are now looking for an opportunity. That means you have to know what motivates them. What we've noticed is that these kinds of people want to have an impact, they want to be involved in bigger things. I already noticed that when we were at your event, everyone was going wild there. Ultimately, it's kind of, you know, I know someone like that, what's his name, who says that when they're all sitting there and then they all stand up at the front . [laughter] What's this place called? Tony Robin. Yes. So, and then you think, you actually think , okay, I'm all completely nuts , but with you guys I was all so totally in a good mood voluntarily, dude . That's just amazing. You realize , it's not like, uh, employees, but in the end it's like a family. And say, yes, of course I should say something, at the beginning we also thought, hey, there are no ones like us, it's so rare and they don't exist out there and you can't get the new generation . But we also realized that this can be operationalized, that it 's life, that it also has visibility, right? Either for sellers or buyers at your company, and that needs to be visibility for potential talent to work for you, then they'll come in , right? If you make a call, then they go into a funnel and then, just like in a normal retail business, you have to have filters there to find out how good they are. And that's why I said it's so important for us to name and embrace the culture. It's this manifesto that everyone has to read before they can enter the next advertising process . This is the best filter for us , because over 60% of applicants then say, "I am not suitable for your company." Okay, so I 'm fine too. Yes, exactly. And when you have that, and then people come to you for job interviews, and you have the reach of millions of people who see you every month, and then 200 of them are enough, who fit in, and you have new applicants every week, where you think, I was blind or I didn't see before that there are so many hungry people out there . Then you realize how the reach can fuel it even further, making recruiting super easy, and attracting crazy people who are simply willing to give their lives for this job. But I think something else needs to be said, because you're also addressing many people who are just starting their careers, is that if you want to build a culture, you can't force it. I've noticed that with us too, or rather, we've just done it that way from the beginning; you are who you are. Sure, you can pretend and you can try to be someone else , but you just can't do it. Jaen, you're not working, you want to do this for the next few years, and what you're building up as a culture or, let's say, a code of conduct—I do n't want to call it that, but as you say, the company's cultural character—has to reflect you. And if you can't manage that, then you shouldn't blame others so much , but rather question yourself: okay, what do I see myself as? Many people have difficulty figuring out where their strengths and weaknesses lie. And we have frameworks for that. Uh, how does one understand for oneself where the genius zones are? We work with frustration zones and competence zones. And personality plays an extremely important role, because there are some people who are very determined, yes, or who are very persistent. You can think in terms of the system, while the other person might think very creatively or be very supportive. And from my point of view, it is very important to ensure that the tasks are distributed correctly so that things move forward, because we learned in the early years that we didn't pay any attention to how the tasks were distributed. The main thing is that the tasks are distributed, and then we sat down again after a week and said , well, somehow it's not working, why not? Yes, and today we really have a Pokémon card for each individual team, and inside it says creative, rational, extroverted, introverted. That's the genius zone, persistent, or rather a dreamer who thinks big, right? Can someone make good decisions, or is a person who relies on gut feeling? And once you have that, then you also know, okay, that person needs to work more with the other person so that they complement each other. And that 's what I mean. Then something like a Swiss original is created. Everything happens automatically; you do n't need micromanagement, daily KPIs, or anything else you have to look at; it just works. Yeah, that's awesome. Yes, I think that's great. And that's why our next steps are... Yes, firstly, there are next steps, but you can see that with you it's native and organic and just happens. He's telling you something really awesome, and now you have to link it all together , right? So, what has already worked needs to be investigated to understand why and how it works, and then we need to see what's still missing. There isn't one single way to build and structure a team, because you also have areas of growth and frustration. You have to figure out what the frustration areas are and how you can delegate them as quickly as possible , because you work best and most profitably in your growth phase. For example, one might think that one of my genesis is creativity, right? Now you might think, yes, creativity, well, we can always have a marketing employee handle it, but if it's one of our biggest assets, it would be totally stupid to take it away from me and delegate it to someone who couldn't train it as well. Yes, of course. Well, there's one thing we can never change. No matter how big the company gets, we'll have to film it as a team of two. There's no other way. Yes, we tried it. Someone else is involved, it doesn't work. Having someone else hold the camera while we stand still doesn't work. Nothing works at all. It only works if he's in front of the camera and I'm behind it. Everything else is rubbish. And we said from the very beginning that we would never replace that. We don't need a cameraman. I don't need a sound engineer. That's obviously your leverage . That's your leverage and visibility, right? Works well. Yes . Yes . Awesome! Okay, I'd say, hey, we've really nailed a great breakdown to understand, okay, where did we come from, how did it all begin, where are we now, and why does it work so well, and uh, where is this journey taking us? Um, I 'm very, very confident that we'll steer this in a very, very good direction within the next 6 to 12 months, because the foundation is incredibly strong. Tiger has already given me his word that as soon as we've cracked the 100 million transaction mark, we'll do another [laughter] together with him this year. Yes Yes Yes. That's really, really awesome, man. Awesome. We're standing in front of a truly beautiful object, aren't we? Caliber is understood by talking here, right? Yes, I fall in love with the villa all over again every time I 'm here. We were inside. We can also show a few bosses, to give you an idea of ​​what it looks like inside . It's a perfectly perfect film. I always find it crazy when you go into something like that and think to yourself, okay, you're in Berlin right now. Well, I somehow associate Berlin with being superior . Okay, normal people, yeah, I don't know how big. Do you live in an apartment or a house? Inside the apartment. Apartment. In a house apartment. Yes. Um, and normally, let's say you live well, you have 200 m². Yes, you live very well. Do you have 300? Yes. Max. Max. This thing here alone has 1250 m² of living space upstairs, plus a completely finished basement – ​​almost the size of a house. Um, it really does have the old building details in it. Sensational. Epic garden here. Above all, this symmetrical garden. Yes, I mean the only thing I would do, where we're sitting now, we actually have to, uh, coolly, on bath mats, how do you say that, I was n't thinking about how I'm going to scrape together my money , like you're already talking about the apartment, so that [laughter] so that someone knows their craft. But we'll do it this way, we'll do it this way: when we open our office next year and hire the first employees , we'll tell the owner that we're going to celebrate here, and celebrate properly. Let's go. We are in. Almost 100%. Awesome. Cool. That's it for today. If you are a real estate or financial entrepreneur, generate at least five-figure monthly revenue, and want to be sitting here in 12 months instead of just watching, then book a meeting with us via the link in the description . We'll go through your situation, tell you where your next orders are realistically coming from, and you'll leave with a plan. If you're not ready yet, subscribe to the channel and come back when you are. Yeah.