7L: The Seven Levels of Communication. Michael J. Maher
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went on, “When is a lighthouse most necessary? When there is a storm. We look for a lighthouse when we need guidance and direction, and especially during a storm.”
I see where this is going. He’s trying to say his system will make you shine in “economic” storms. . .
“Look, the press loves the high winds and rough seas. It’s nothing personal, but nobody rushes to buy a magazine or watch a special report on how safe and wonderful everything is. Fear is a powerful motivator and fear sells ads!”
Rick had never really thought of it that way. True, times were tough. But how much of his perception was shaped by the media? He would have to consider that.
“Listen to that quiet voice inside: you know what those news reports are saying doesn’t affect you!”
It doesn’t?
“Look, you can’t control the national or global economy, but you have total control over your personal economy and your attitude. You can lose your car, your job, your home . . . all your stuff. It could happen. But what do you have that no one can take away?”
What do I have?
“Your knowledge, your relationships, your family, your love for others, your health, your faith and your happiness. Those are yours. They don’t depend on economic conditions. They don’t depend on the market. They depend on you.”
Rick thought about that.
“I started to do the math of what a business based on referrals, introductions and connections could look like. I know you were told there would be no math” – the crowd laughed—“but this may be the most important math you’ve ever seen. Let’s say you have 150 people in your database. Raise your hand if you have at least 150 people in your database.”
Rick raised his hand and looked around the room. Nearly every person had his hand up. “Now, every business has a turnover rate. For example, the National Association of REALTORS® estimates that the average person moves one out of every five years. So that means one-fifth or twenty percent of your database—thirty people—moves each year.
“If you did thirty transactions last year, you would be in the top ten percent of all real estate agents nationwide,” Jay continued. “And when you think about it, if those people sold and then bought, that’s sixty transactions a year from a database of only 150 people.” The crowd murmured. Rick hadn’t thought about his database in months. He had started it in some software program and then started collecting business cards and keeping them in a shoebox. I doubt I can get sixty transactions out of that box.
“But where it really gets interesting,” Jay went on, “is with the folks that the people in your database know. The average wedding has about 250 people invited, but we’ll say that everyone you know is connected to 150 other people. So 150 times 150 is 22,500 and that is your Community. If you’re a real estate professional and twenty percent of your Community is moving, then 4500 people in your Community are moving. Folks, that is 9000 transactions! And that’s with a database of just 150 people!”
Did I hear that right? Jay repeated the figure and Rick took out a notepad and started jotting down what he was saying.
“Now before we break, let’s hear from an Ambassador who is implementing some of the strategies of the Seven Levels. Ladies and gentleman: Janice Weinberger!”
A tiny lady—she had to be less than five feet tall— stood up and appeared on the screens. She must be sixty! Rick tried to imagine what this woman could possibly have to say to such a large crowd. He thought about checking his texts.
Janice spoke, “I just want to say that I am living proof that you’re never too old of a dog to learn new tricks. I have been a real estate agent for thirty years.” Rick’s ears perked up. “I absolutely love helping first-time buyers get into homes and start building wealth. After years of blasting neighborhoods with six weeks of postcards and getting maybe one or two calls, most of them angry calls. . .” Rick laughed along with the audience. I remember those calls.
“. . . I decided to give my coach’s methods a try. I focused on one apartment complex where I knew that rents were going up and there were affordable homes nearby. I wrote each of those renters a handwritten note letting them know that when they decided to look for a home, I wanted to be their gal. I let them know I was having a home buyer seminar and invited them to come.” The crowd murmured, waiting to hear what happened.
“I’m here to tell you that out of 350 people— yes, I wrote 350 handwritten notes—I had 77 respond—77! And ten of them let me know that they were sorry they couldn’t attend but wanted to learn more! Six months later, I am still working with some of those people that called.” The audience clapped and a few stood up. Rick wanted to stand up too. What a great idea! “The lessons of the Seven Levels work. No matter what your age, you can become a member of The Generosity Generation. Thank you, Jay,” Janice finished.
Thunderous applause followed as Jay announced the break.
Rick looked at his notes and took a deep breath as the crowd began to get up and mingle. As he glanced up from his seat, he saw Michelle standing near him. He smiled and stood up. “Wow, this is really something. . .” he offered, not really sure what to say.
“I know,” Michelle replied, clearly pleased with his response. “And this is just the tip of the iceberg. I can’t wait for you to see the Communication Pyramid and The Upward Spiral of L.I.F.E . . . Before I forget I want to introduce you to a couple of people. You remember Alan of course.” Alan looked up from his BlackBerry and offered his hand again.
Rick said, “Sure, from EVT.” His voice involuntarily deepened as he spoke.
“Yeah,” Alan answered. Then he turned to Michelle abruptly. “Listen, I’d better get going. I just got a message that the firm needs a brief filed by Monday morning. You know I have tickets to the game tomorrow, so . . .”
“Oh that’s okay,” Michelle said kindly. Rick thought he detected disappointment in her voice. She gave Alan a hug goodbye and introduced Rick to Jeff Schmidt, a chiropractor; and Christy Sutton, a network marketer. After a little conversation, Rick found out that everybody had met with Michelle last Tuesday at EVT Restaurant. Huh, she’s really getting it done.
Rick remembered what she had said about being perceived as a mover and shaker. He looked down again at his pages of notes and thought about the homework Jay had assigned them. Normally, Rick would have ignored a presenter’s “action items,” but this time he felt strangely motivated to look at his database.
The lights began to dim again, alerting everyone that the break was about to end. Rick strode back to his seat quickly. This is actually helpful. Could there be a different way of doing business? I bet Don doesn’t know half this stuff. . . Rick felt a pang of humiliation in the pit of his stomach as he tried in vain to put that conversation with Don out of his mind. “Rick, to be honest with you, I don’t think you’ll be in the business a year from now.” He was relieved to see the crowd settle down and Jay Michaels jog to the stage to loud cheers and applause.
“Okay, guys,” Jay resumed, “Now it’s time for the Communication Pyramid you’ve heard so much about. I need everyone here to stand up. Some of you know what’s coming but I know you’ll indulge me anyway.” Rick stood up along with the crowd.
“Great. There is only one rule for this game: you have to be completely honest. Now I want you to imagine that you have no plans for next Friday. You open your morning paper tomorrow and you see a full page ad with a picture of Donald Trump saying, ‘I want you to attend my upcoming event in your city.’ If you are 100% certain you will attend that event, based on seeing that ad, I want you to sit down now.” Rick kept standing. He looked around. Everyone else was still standing too. Where is he going with this?
“Really?” Jay laughed. “C’mon, guys, this is the most famous man in real estate and he ran a full page ad to get you to