Nathan Daniel: 0:01
Welcome back to the broker to broker real estate podcasts. My name is Nathan Daniel, your host. And I am so excited, because a very, very good friend of mine is joining us on the show today. And I can't wait to introduce you. And so I'm going to cue up the music. And we're gonna get started. Here we go. Alright, what's up, Jake? Thanks for having me, dude. Absolutely, man. Hey, okay, so everybody, this is Jake Dixon. If you do not know, Jake, you need to know Jake. Jake and I have known each other was enough. Four years, four and a half years. I don't know how long it's been now. It's been it's, it's been a minute,

Jake Dixon: 0:57
yeah, four or five years, I would guess.

Nathan Daniel: 1:00
And anyways, it started back in my leadership days at an office leading and leading that and then, as you started your organization called the locker room, which we're going to get to here in just a minute, which I am so privileged and proud to be a part of. But I want to start today off with some fun if you're cool with that before we even get to intros and stuff. Are you cool with this?

Jake Dixon: 1:25
I'm on the edge of my seat right now. This was scripted. What do you got for me, man? Alright, so

Nathan Daniel: 1:30
yeah, y'all know I like to keep it raw and real around here. So okay, I'm gonna ask you three questions. I don't know what these questions are. It's totally random. But immediately when it comes to your mind, let's go for it. All right, here we go.

Jake Dixon: 1:41
pass an answer. Can I get it? Okay. All right.

Nathan Daniel: 1:45
You got to answer three questions. Here we go. If you had to choose only one treat, would you pick I don't even know what that is. rubella balaclava or holiday Bah,

Jake Dixon: 1:57
Baklava. Here's why. Because my wife has her family has a Lebanese background. And so I actually know what that is. You probably think was it a rubella? Lettuce? Is that your first one?

Nathan Daniel: 2:10
I guess? Yeah. So

Jake Dixon: 2:11
yeah, I would choose Bok Laval. I'm probably saying it wrong because it's delicious. And it's really hard to make, but I believe it stems from a Lebanese dessert. Yeah.

Nathan Daniel: 2:22
And it's, it's it is good. It is delicious. Anytime I see it, I have to have it. So. Okay. Next one. Hot Chocolate spice cider or eggnog?

Jake Dixon: 2:33
Hot chocolate. Hot chocolate. Okay, with marshmallows

Nathan Daniel: 2:36
are loving it's a marshmallow or cream.

Jake Dixon: 2:39
Marshmallow. Marshmallow.

Nathan Daniel: 2:40
Marshmallow. Okay. All right. Do you own an ugly Christmas sweater?

Jake Dixon: 2:44
And if you do How many? I do. And I believe the number is two. And they're kind of one of those adults x rated funny funny, but it's ugly. And yet it's got, you know, stuff on it's probably PG not not PG.

Nathan Daniel: 2:59
Not show ready.

Jake Dixon: 3:02
You're gonna wear live on camera. Maybe as long as I don't bomb it today. You have me back. I'll come back with an ugly Christmas sweater on even if it's April, because it's all good.

Nathan Daniel: 3:11
Well, cool. Well, thank you for that. I appreciate you having a little fun today as we start off. So tell us a little bit about yourself now that we've kind of seen behind the scenes, some a little bit of fun, but tell us you know about yourself who you are. And then we're gonna get into who is the locker room here in just a minute.

Jake Dixon: 3:28
Yeah, man. So who am I I guess my name is Jake. Hello, everybody. And so I'm originally from Illinois, middle of nowhere, Illinois. And I feel like I've bounced around and moved to the Carolinas. Now I live in Wisconsin. I'm married. I've got two amazingly beautiful children, Ava and Addie. So shout out to them. And man, I am just a person who's on fire Crazy, Stupid, passionate about helping serve other people. And I know in this day and age, that can kind of become a cliche thing to say, but that's why you and I are aligned, man, look over your shoulder, you know, be you and be real. We're all about truly helping other people get what they want. And being those servant driven leaders. So you know, that's a little bit about me, I did play college and professional baseball. So hence the locker room, there's a lot of sports analogies and themes to to what we do. And I love, love, love the game of baseball, because it is a sport of failure. And it's the only sport to my knowledge where actually, the defense is in control of the ball. And that's what makes it so incredibly hard. And any other sport, whether it be football, basketball, soccer, you name it, the offense is the one in control of the ball. So anyways, that's my background in a very, very terrible nutshell.

Nathan Daniel: 4:41
All right, well, though, that was good. I can't and So tell me a little bit about the locker room now where you know, where did it start? Like, what was this idea that you had and, you know, where are we at today?

Jake Dixon: 4:55
Yeah, man. So the locker room is a community of service driven real estate coaches that call collaborate together to create world class tools, systems, models, resources, to empower the agents and clients that we serve. Right. And so where this all stems from is, I was like you, a CEO of an office for a number of years and was really heavily involved in recruiting and managing the office and growing is profitability. And I just kind of, you know, have that moment or I'm like, this isn't, there's more is that tap on the shoulders, that whisper in the ear that I was made to do more. And by any definition, we were successful and doing some big things, but I really found my true calling and passion to to coach people just roll up the sleeves and got so amped up sitting across that desk from an agent, helping them grow their individual business. So I started my journey as a real estate coach. And in our first year, we generated from scratch over a million dollars of new company revenue in that particular office. I mean, that's a big time stuff. And so all the while I was documenting our systems, Nathan and I saw some, some void some opportunities, and that's what we are, right? We're professional problem solvers. And so knowing that, gosh, if I can document my journey, not knowing if I'm gonna succeed or fail, but God forbid, it actually works, I might have something tangible that I can duplicate and repeat for other folks, other offices. And that's what we did. So July 2017, is historic, because that's when we on boarded our first expansion location. And ever since then, man, we've worked with hundreds of real estate offices, 1000s, literally 1000s of real estate agents. And it's been an incredible journey. And I will tell you, our pride, our passion, our obsession on the agent level, is helping the 97% of Gnar. You heard me right, everybody, 97% of Gnar that currently sells 24 or fewer homes per year. And you and I and the people that we've created a tribe of I know we all will fight fiercely, to refuse agents not having access to World Class coaching and training just because of price, I will not let that happen. And we want to do something about moving that needle, where what almost nine out of 10 agents are no longer in the business within their first two years. And we're going to be a part of the solution rather than being a part of that problem.

Nathan Daniel: 7:24
Yeah, and I love that and getting behind this mission. And, and for me, the way my brain works, right, whenever, you know, we saw the the statistics and the numbers of that 97% I'm like, you know, right now, and I just saw a report that came out. And at the time of this recording, it just came out in November of 2020. And it's like 1.4 million agents or something like that with norne. You know, when we saw it, I think it was like 1.3. And, you know, looking at the numbers, though, like 3% of that number is like 50,000 agents.

Jake Dixon: 7:55
Exactly.

Nathan Daniel: 7:56
Right. And I look at 1%. Like if we can move that needle 1% with what we're doing. I it's a game changer.

Jake Dixon: 8:06
Yeah, it's absolutely huge. And that's the thing is, and I don't know where we're taking this day, but you and I recently Nathan cracked the code, we believe, and I'm doing a training on this at the time of recording next Friday. Five conversations a day. 200 K, right. And with the math works, that if we just consistently make five conversations a day, for five days a week, over 48 or 50 weeks out of the year, you're going to close 25 sales. And wouldn't you know it, the math being on our side that expands that blue ocean and we're expanding the number of 3% and moving that needle in the right direction. Like I said, Because think that How many times have you heard an agent that you've interviewed and hired and coach who says they want to earn what in real estate

Nathan Daniel: 8:53
$100,000 that's the magic number.

Jake Dixon: 8:56
Right? And in our formula, Nathan? Three contacts a day compounded over time like we're saying gets you gross 100 k three you earn it. Five you keep it It's as simple as that three contacts a day for five days a week or 50 weeks out of the year. You've now grossed six figures. Five a Day you've now netted six figures three to earn it five to keep it

Nathan Daniel: 9:22
Yeah, I and as we were diving into this and you know me nerding out on spreadsheets and all that kind of stuff like looking at that I just I wish somebody had told me that. Like whenever I got started in real estate, I wish somebody had said this is what you have to do. And here's how simple it can be. It's not easy, but this is how simple it can be.

Jake Dixon: 9:46
Well consistency compounds and you're right man like we as coaches even, but especially at the agent level. We overcomplicate the crap out of this. This is not complicated. We get paid and paid well mind you have organic, real b2b real conversations every day. What an amazing career that you get to be in control of your own income by doing what serving and having fun, great conversations with people. And yet we avoid it because we get bogged down in all the other stuff and overcomplicate this, so that we can justify future failure and say, See, I told you, so. We end up hiding behind that complexity, when in reality, nothing else matters. Then did you talk to five people today? yesterday and tomorrow? Okay. And are you? Are you being intentional about those conversations? So it's leading to appointments and referrals? And ultimately business?

Nathan Daniel: 10:41
Yeah. Well, I know for, for me. It just, it took me to another level, and I'm just going, you know what, this same thing applies to real estate brokers, as well, right? What if all of a sudden as a real estate broker, right, the the audience that we talked to, and that are a part of the show? It's the same conversation isn't it?

Jake Dixon: 11:08
That's right. It is the same conversation and it parlays into things I'm sure you've talked about on previous podcasts, which is, you know, who's your audience? If you're a broker owner listening to this right now, and you've got growth goals, recruitment goal, or a retention goals, all the light, which you should? There's a question in the side of the question, Who is your ideal target audience, and then we apply the math to it, Nathan, so if I know I want to largely recruit teams or be in business with newer agents, so I can, you know, lift them up, whatever it is, if you're a broker owner out there, great. You got to know your avatar, know your audience, and then it's a matter of five conversations a day with that person. Right? It's not just willy nilly somebody in the Walmart shopping line or something. No, I got to first identify the food. And then I apply the what?

Nathan Daniel: 11:57
Right, and and keeping it simple to the five conversations to that person. The results will come over time results will come. Yeah. And I love that. And I think that you know, as we you know, because there's three words that represent the locker room, what are those three words?

Jake Dixon: 12:13
Oh, my gosh, you put me on the spot, man. Three words. coaching. coaching, collaboration.

Nathan Daniel: 12:21
Totally on spot. coaching, collaboration and community. Right.

Jake Dixon: 12:25
Oh, okay. You're gonna say three seats. three seats. We have so many damn acronyms out there. But yeah,

Nathan Daniel: 12:31
it's real estate, like,

Jake Dixon: 12:33
coding collaboration community. Yeah.

Nathan Daniel: 12:35
So coaching, collaboration and community. And I love the approach. Because when we when we start talking to you know, because a large audience for for the locker room, right, is, is partnering with real estate brokers. Right. And it's, you know, can you talk to us about the all inclusive what that means?

Jake Dixon: 12:54
Yeah, I happen to that. That's it, I think. So full circle, right, we've talked about the agent level, we've talked about really what our mission is moving forward with the 97% of the whole deal, right? Here's what we found the path of least resistance. And where we can make the biggest impact, the biggest ripple effect across our industry is by partnering with your listeners, it is by partnering if you're an office leader, you carry the title of Team Leader, CEO or CEO of something like that, let alone the broker owner franchise owner, we are tailor made for you, okay. And the reason for that is because we have this all inclusive package, all inclusive coaching and training platform for the same, if not even less cost that you would otherwise spend on coaching anyways, you and all of your agents within your organization have full blown access to everything locker room provides. And that's where you can get with Nathan, for example, and kind of get a peek under the hood and have a tour of the locker room experience of what all that includes. I'm not here to sell anybody on that today. But the point is by partnering with the brokerage, and providing that support at the CEO, ownership level, all of that filters down through your organization as a win win win across the board. And we just got sick and tired frankly, of benchmarking, observing all these real estate coaching and training companies out there. That everywhere you turn, there's some sort of upsell, it's no less frustrating as a dad especially insert dad fail, who on Christmas morning, my kids ripping open this present and ding dong over here failed to realize Batteries not included on the package. Now dad has to make an emergency trip to Walgreens or something to get some batteries. Not that this has ever happened before. And of course I'm not talking from experience. No guys, it's the same thing. We don't upsell, there's nothing to upsell, everything is included. What you see is what you get. And so far. I think that's a big reason that's led to our explosive growth with literally Really hundreds of teams and broker owners out there.

Nathan Daniel: 15:03
Yeah. And it is making an impact. And it's really cool. Because no matter if it's, you know, you mentioned price earlier, you never want price to be a factor in this. Right? And, and we know, when we partner with the broker, we want to make it so affordable for them that it's almost impossible not to do it. And there's so much value to their agents as well, you know, so even if it's a new broker getting started, is this affordable for them?

Jake Dixon: 15:28
Well, I'll put it this way. Prices prices, what you pay value is what you get. I can't answer that for any of your listeners, you know, I'm sensitive to budgets. And in fact, maybe there's a coaching moment there, profitability is one of your areas of need for improvement. That's what we say we coach on four primary things, growth, retention, productivity and profitability, we can have that conversation, there's some creative things we can do. But I think a lot of people just, they get sticker shock, sometimes not with us, but other things out there. And I just want to remind people, whatever your situation is, price is what you pay value is what you get, and is it worth paying the price upfront now, so you don't have to pay the cost later. And I would make the argument for nine out of 10 people who end up viewing our stuff. I think there's a realization that you actually can't afford not to do this, once you've seen it, you cannot unsee it. And it's a great gift to not only give yourself, but more importantly, perhaps the agents that you are responsible for pouring into and providing every resource that you can. And in ours, it's a plug and play solution that you don't have to reinvent the wheel. We're doing that for you. As a partnership. We're an extension of your brand, and of your company.

Nathan Daniel: 16:46
Yeah, and I know definitely, whether it's me whether it's Jay, you know, visit to our nation.com and other websites out there, if you're listening to audio, www dot TLR nation.com. Check that out. Because, you know, if you're interested in this, you need to at least see it. Right. You need to experience the locker room. And, you know, it's why I've aligned myself with it one because just some amazing people, I just I would say some amazing people. And the mission, though, right, making an impact in the industry that we love, and unapologetically taking a stand for agents. And brokers like so. So, yeah, so anyway, so I'm excited. You know, this is the first time this has been a little while coming. And I'm excited that we're doing this, Jake. And if you're open to the challenge, what I may do is like let's let's see about doing some live live videos. What would you say about that?

Jake Dixon: 17:48
I am all in with that. You know where my headspace has been lately. Anyways, guys, we're toying around with the idea of getting some broker owners. So if this is you, or maybe a vendor partner or something like that, doing some live, some live coaching right here in front of the world. And I know I'd be down with that. And there's multiple other ideas, Nathan, that you and I've been kicking around. So, of course, any way I can bring value to you, let alone the viewers here. I'm all in. Yeah, absolutely. Well, and I'm excited about that.

Nathan Daniel: 18:15
So y'all be on the lookout with Jake, we'll be back. We are going to have moments with Jake, I don't know what we're gonna call it. But that sounded kind of good. And we're gonna have some fun and dive in more to the locker room. But more importantly, make an impact make a big splash in the in the biggest opportunity I think we have in our industry right now and helping, you know, and I love this last line of the mission statement that we represent, right? make an impact and help agents reach their fullest potential.

Jake Dixon: 18:44
That's right. Success is about you achieving what you want significance is about helping others do the same. And I don't know about you, man. But I think we're all in this to make and live a life of significance a life impact leaving a legacy. And that's what we're all about. Yep.

Nathan Daniel: 19:00
So if you're listening to this right now, we've been talking to Jake Dixon with the locker room. If you want more information, check out the show notes, or visit www.TLRnation.com. And we're gonna catch y'all on the next episode. Jake, thanks so much for being on.

Jake Dixon: 19:14
My pleasure, man. Thanks for having me.