Interview with Mike Ferry Coach – Cody Emery

Mike Ferry: And welcome to Mike Ferry TV, we have today from the great state of Utah, Salt Lake City. Longtime client, longtime friend, a longtime coach and just a good guy that we've enjoyed our experience with Cody Emery. So, Cody, welcome to Mike Ferry TV today, and we're going to have some fun sharing some thoughts with our viewers on this program, so thanks for being part of it. Welcome.

Cody Emery: Thanks for having me, Mike.

Mike Ferry: My pleasure. So how long have you been in real estate now? For a young guy you've had a pretty long career.

Cody Emery: Yeah, 11 years now.

Mike Ferry: Ok. And how long have you been involved in coaching with us as a client or as a coach?

Cody Emery: 10 years now.

Mike Ferry: Ten years. Wow. How did we first meet?

Cody Emery: It was at a Productivity School here in Salt Lake that Matthew did.

Mike Ferry: Oh, OK. So that was a while ago. Yeah, that's fun. And did you join coaching at that time as soon as you saw Matt and what he presented?

Cody Emery: I did. I signed up right away. Probably the most awkward thing I've ever been to at the time, but I'm glad I did.

Mike Ferry: Tell me why it was awkward for you at the time.

Cody Emery: Well, we were doing the mirroring and matching the role playing the Karate Chop, and I'd never been to anything like that before in my life.

Mike Ferry: Oh, that's fun. So, what did you do before Real Estate?

Cody Emery: I was in construction for a long time since '96.

Mike Ferry: Ok? So, pounding nails, putting buildings together, et cetera.

Cody Emery: Yeah, mostly on the management side for my last 10 years of that career.

Mike Ferry: Okay. I never have asked you; did you go to college? Did you take that route to get into your career?

Cody Emery: I did, but it wasn't the path I started college, but then I started making a lot of money in construction, and I liked money more than the education, I guess.

Mike Ferry: Yeah, I understand fully. My career in college was about that long, so I understand it. That's great. So how many clients do you coach today for The Mike Ferry Organization?

Cody Emery: Thirty-eight right now.

Mike Ferry: Thirty-eight. And you're also personally doing a pretty substantial amount of personal business. So you have a pretty busy schedule. How do you balance everything out? Personal life, coaching, real estate transactions, that's a big time job right there.

Cody Emery: It is. It really comes down to having a tight schedule and following the schedule. It is my roadmap to my goals and I'm looking at it throughout the day. I watched the clock all the time.

Mike Ferry: Do you really? I mean, you really are fanatical on your schedule, and I recall that from our conversations. Do you do most of your coaching in the morning or afternoon? How do you set up that portion against your personal production?

Cody Emery: I start on the East Coast at about six a.m. and then I'm doing my prospecting calls from eight to 10. Then I'll take a break and then I start coaching back up again at 11.

Mike Ferry: Ok? So you really do jam pack everything in a pretty tight schedule.

Cody Emery: Yes, I like making money when other people aren't working.

Mike Ferry: I like that attitude, that's for sure. You've coached a lot of people for a long time. Each of our great people that I've interviewed. What are some of the common, I hate to use the word characteristics, but that's I guess the appropriate word for the people that you've met, interviewed, talk to, coach. What are some of the common things that help them be more successful than most?

Cody Emery: Boy, I'd have to say, being fanatical about the goals that they've set.

Mike Ferry: I like that, I like that first word fanatical. Tell me how you what do you mean by being fanatical?

Cody Emery: They're not going to let anything get in the way, they're not going to let the little things that come up throughout the day say, maybe I don't know the kids that take the kid to school, for example, that morning, and it throws off the morning prospecting. They're going to do it in the afternoon. They're going to get those contacts in because they know that the contacts are going to get them to their goal.

Mike Ferry: Ok. Did you find that the management in construction, which is. You've got to follow a plan pretty carefully to construct anything of consequence. Do you find that that was your basis for learning how to be fanatical and our crazy, wonderful business of Real Estate?

Cody Emery: Yeah, every day you had to look at a schedule, you had to look at the blueprints, you had to look at a plan. And I've just taken all of that and incorporated it into Real Estate.

Mike Ferry: Ok, so you've seen that a lot of the agents that are fanatical and, you know, I've had people say to me, time and again, a lot of the agents you coached are really weird. I said, well, tell me about. Well, look at the professionally dressed. They're enthusiastic. They follow those scripts. They prospect every day. I said, well, how does that become weird? How about maybe they're good businesspeople? Right? What are your thoughts?

Cody Emery: Yeah, I think that they're more focused on their goals and what other people are thinking about them. And they don't really care what other people think.

Mike Ferry: Yeah, I think that's probably a good example. Do you have a second common characteristic that you come across?

Cody Emery: Oh, absolutely. Another big characteristic, I'd say, is they're always looking to learn and grow. No matter what level they're at, they know there's more.

Mike Ferry: And there is more if they choose to open their eyes, wouldn't you agree?

Cody Emery: Oh, yeah, absolutely.

Mike Ferry: Several weeks ago, I put out a daily email where I said, you know, you've got to keep moving, to keep growing all the time. And I got a lot of response to that. So that's really what you're talking about, aren't you?

Cody Emery: Yeah. Right.

Mike Ferry: So how do you keep them learning and growing?

Cody Emery: A lot of times the agents want to keep growing and become successful or always coming to the calls with new ideas or things that they want to run past me or run past you to try out. And it just organically happens because they're producing.

Mike Ferry: Yeah, yeah. I think what most of them don't understand, there isn't a magic formula, but the formula has to be a schedule that is productive. Yes. And that in itself is going to cause the growth if they follow it. And nobody trampled on what you just express, starting it early in the morning in the East Coast and doing your prospecting, taking a break, going back to your coaching, then going on your presentations, et cetera. I would assume because I've had experience with this. There are some frustrating moments, or some frustrating situations take place as a coach. What are some of the frustrations that you sense or that you see your client’s sense and feel?

Cody Emery: Um, you know, from the clients, I would say things not happening as fast as they want them to. You know, they think that it's a magic formula and it's not. It's hard work, it's talking to people, it's asking for the business and listening.

Mike Ferry: I wrote down. It never happens as fast as they want, right? I think I would say that is probably one of the biggest frustrations that you and I would sense. Of the four personality styles, which one do you identify in yourself? Driver. And I knew the answer to that before I asked the question, of course. And of course, for you and I because of our style, we are saying, everybody is not going to go as fast as the people that you meet, right? Everybody isn't at the same speed. But I think a lot of them think that they get their license. They go to work for a good broker. You know, they're part of a nice community. They join coaching and they expect to have four listings the first month. Right. How do you temper that in them so they can help understand that it takes time?

Cody Emery: Figuring out mainly where the business is going to come from, what is their plan to get this business and where did that goal come from to hit the four-month. And then help them create a plan around that, how many people do they know? How many people do they need to get to know to make this goal happen?

Mike Ferry: Do they resist and fight what are you and I would call prospecting/lead generation? Do they resist and fight that for a given period of time when they start?

Cody Emery: Most do. Yeah, absolutely. It's uncomfortable.

Mike Ferry: Yeah. And do you find that if they don't have any type of sales experience which most agents do not, it even makes this whole experience more uncomfortable?

Cody Emery: Yes, definitely.

Mike Ferry: Yeah, no question. So, let's say that we've got a little two day event in Salt Lake City and you're there and about eight or ten agents grab you because I would recognize you as a top coach for us, and they would say, Can we meet with you? And then you would say, OK, great, what do you need? And they would say, give us a couple thoughts that we could use to move our business forward. What are a couple of thoughts you would express?

Cody Emery: Number one is accept that you've entered a sales position. This is a sales job.

Mike Ferry: How do you get them to accept that?

Cody Emery: One is, giving them examples of different sales jobs that are out there and having them first off, finding out what their plan was, what their thoughts were when getting into the business, if they didn't think it was a sales job. And then giving them examples of other positions that are sales jobs that maybe they didn't think were a sales job.

Mike Ferry: Have you found that, as I think I have discovered over the years, that it's often not perceived as a sales job, so they come in unaware of what the real role is of a salesperson? Oh, yeah, that was probably part of the hiring process that my joke has always been, if an agent goes into a broker's office, the broker holds up a mirror. If they breathe out, then there's condensation, they get a job. That is true. And if they don't get them, they make them an assistant. It makes it a challenging thing. So, I wrote, number one, you know, accept the fact it's a sales position. What's the second thought you would share with that?

Cody Emery: Knowing going forward, if you want to be successful, that it's going to be uncomfortable.

Mike Ferry: What interesting thoughts I'm writing. I've written about a half a page of notes since you started talking, and I have to say to you, Cody, that I'm hoping all of our viewers take notes and watch this all week, but that's a big one. It is uncomfortable changing your behavior, isn't it?

Cody Emery: Yes, definitely.

Mike Ferry: I've never asked. You have an athletic background at all throughout your life? Not really. Ok, because you're tall, you're thin. You look like an athlete. I was just curious if you did. I interviewed our friend Maverick, who does Ironman marathons, and he told me that it takes like five hours to run twenty-six miles. I said, I don't like to drive my car that far, but much, you know, so uncomfortableness is part of the growing process correct? Yes. Well, first of all, I want to say thanks for being a great client because you've been a great client a long time. Obviously, thank you. And I know your clients. Thank you for being a great coach. I really appreciate your direct advice. I wrote down one, two, three, four, five, six, seven, eight, nine thoughts that you've expressed that I think all of these people watching could use. So I'm hoping that they watch this Mike Ferry TV segment a couple of times during the course of the week so they can pick up on the great thoughts you have. And with that, I'll say thank you for being part of Mike Ferry TV and we'll look forward to doing this again in the near future.

Cody Emery: Absolutely. Thank you, Mike. It's been a pleasure.

Mike Ferry: Yes. Bye bye.