Alex Hormozi Gave Wholesalers This Advice… | Winc. Podcast

Welcome to Wholesale Hotline Podcast (Wholesaling Inc Edition), where Brent brings unmatched energy and no-BS strategies straight from his own real-world wholesaling business to help you crush it in yours. Show notes -- in this episode we'll cover: Master cold calling, lead generation, and sales scripts to consistently close deals. You’ll learn the latest on the most cutting-edge techniques—like PPC, texting, and automated follow-up systems. Learn how to build confidence, overcome objections, and dominate your local market. Brent shows how talking to people is the fastest, most direct path to wholesale success. Real-life case studies, role plays, and mindset shifts that turn hustle into high income.

• 0:03Speaker 00

  You are listening to another TTP Breakout with Brent Daniels on the Wholesale Hotline Podcast.

• 0:14Speaker 01

  Alex Hermosy at his office in Las Vegas gave some advice to one of us, a real estate wholesaler that faces a very common problem, which is inconsistency with income month to month to month. The advice is absolutely pure liquid gold. Nobody's better. I'm going to be breaking down this video and giving you my thoughts, so check this out. TTPdata.com is the one tool that you need to run your business. It will pull motivated seller lists, run comps for you, and find your cash buyers. Go to TTPdata.com for your free seven day trial. We literally use this every day.

• 0:52Speaker 02

  I am a real estate wholesaler.

• 0:54Speaker 03

  Okay.

• 0:55Speaker 02

  We're currently averaging about $450,000 a month.

• 0:59Speaker 03

  Okay.

• 0:59Speaker 02

  In revenue.

• 1:00Speaker 01

  $450,000 a month. Can you imagine that? I am telling you, this is the best business of all time. I love that.

• 1:11Speaker 02

  I would like to be at a million.

• 1:13Speaker 03

  That's your spread? That's what you're making? Or that's like house volume?

• 1:17Speaker 02

  Uh, that's gross.

• 1:18Speaker 03

  Okay. So what's your, what's, what's your spread on that? What's your take home on that?

• 1:22Speaker 02

  So we're at 40%. So right around 250, 240.

• 1:28Speaker 01

  So what a great question, right? What is, no, no, how much do you actually make? Not what's top line, how much do you actually take home? Remember this, guys. It is all about the money you take home from this business. It is not income minus expenses equals profit. It is income minus the profit you want to take home equals your expenses. When you understand that, that changes everything. That helps you not get over your skis, getting way too many expenses in your business that just kill the amount that you take home. Trust me, I know a lot of wholesalers that have multi-million dollar businesses

• 2:11Speaker 01

  that only take home 150 to 200,000. And that might sound like a lot, but to make top line millions of dollars to only net 10%, it's really rough. And I might be mistaken here, but I don't think that I am. 40% of 450 is 180, not 250. So the numbers are a little wrong there, which is fine. He's in front of Alex. Who knows? And I'm not going to mess with this guy because he looks like he could literally wrestle a Siberian tiger here. This guy is jacked.

• 2:46Speaker 03

  Interesting. Weird. That's high. What kind of, what are you wholesaling?

• 2:56Speaker 01

  All right. So here's the, um.

• 3:01Speaker 03

  He's like, have you heard of brothels? So imagine a brothel, but now it's all midgets. Okay, keep going. You're good.

• 3:07Speaker 01

  Alex Hermosy's business acumen is incredible. His humor is rough.

• 3:15Speaker 02

  Okay. But here's the challenge we run into. So we're currently at 450 average, yeah? We've had 700K months this year already. The challenge is every time we get to those numbers and I try to, hey, you know what? It's time to ramp up. For some reason, we tend to tank to, you know, 200, 250.

• 3:34Speaker 03

  Okay.

• 3:35Speaker 02

  I'm sick. I have cause to believe it's the sales team and just, you know, they have those power months where everyone, you know, takes home 20, 30 grand.

• 3:46Speaker 03

  Uh huh.

• 3:46Speaker 02

  And then the month after it's like.

• 3:48Speaker 03

  Are they pure commission or is it split?

• 3:50Speaker 02

  So there is a base salary.

• 3:52Speaker 03

  Okay. What's the split between commission and base?

• 3:55Speaker 02

  So they're at 42 base.

• 3:58Speaker 03

  Okay.

• 3:59Speaker 02

  Uh, per annum, and then 10% of the assignment fee.

• 4:03Speaker 03

  Okay.

• 4:03Speaker 02

  Of the fee.

• 4:05Speaker 01

  Guys, I am telling you, you want to keep your acquisition team around a long time. You want to keep your sales guys around a long time. Give them a base salary. It is the ultimate filter of people that don't want to be entrepreneurs. They still want that security. They still need that security. That is a completely different personality than somebody that is 100% commission and it's only a matter of time before they go out and start their own business.

• 4:41Speaker 03

  Um, all right. This is, so, so you have,

• 4:49Speaker 03

  you have an ops issue, which is sales ops. And so it's like, this is going to be much more weedy in terms of like tactics to answer this question. Um, but it's like, there's probably like 20 things that you need to be doing and you're probably doing like 13 of them. And the other seven are going to be the thing that make the difference, uh, and creating the consistency of the team. That's at the surface level. At the, at the, at the deep root of this is who's the leader of the sales team?

• 5:12Speaker 01

  Boom. I, who's the leader of the sales team?

• 5:18Speaker 01

  Do you know what the, the, the sales manager's whole job is? Recruiting, training, accountability. Recruiting, training, accountability. And they have to love that job. They have to be obsessed with that job. They have to be the cheerleader. They have to be the coach. They have to bring that infectious enthusiasm. That's who needs to lead it. And by the way, it's going to be you for a while. When you start building out your team, it's going to be you. So listen to this advice carefully. This is awesome.

• 5:52Speaker 02

  I do have a sales manager.

• 5:54Speaker 03

  Okay. So he or she is the problem. Because like sales at the end of the day is a culture game. Well, everything's a culture game, but like sales, you can feel it so quickly when things are good or not good because the performance, the feedback loops are so fast. Um, but for whatever reason, you do not have a culture of consistency within your team. I would wager that script adherence is low because you have such variability in close rates, unless there's a change in lead quality, which would be something else. But are the leads the same like this month as last month?

• 6:34Speaker 02

  Yes.

• 6:34Speaker 03

  The lead is the same. Yeah. So it's a sales.

• 6:36Speaker 01

  Do you guys have scripts?

• 6:39Speaker 01

  Are you using scripts? Are you training the scripts? Are you listening to the recordings of your calls or your team's calls? This changed everything for me. Every single day, uh, Jackie, my operations manager, sends me the calls of the leads that come in. I listen to it at 2X. This fundamentally, guys, if this is the one thing that you get out of this, that you implement right away, it's going to double your business. Listen to the sales calls. There is so, because I'm telling

• 7:19Speaker 01

  you, if people, if your sales team doesn't think that you're paying attention, doesn't think that you're listening, they're going to go off the rails. They will absolutely go off the rails. You have to. This was advice given to me by Cole Gordon years ago, and I didn't do it. I didn't do it. I didn't do it. And then I started doing it in all of my businesses, put it on two times the speed and you can get through it. When I'm driving, it's all I listen to is recorded calls. When I am in my sauna at night after the kids are in bed, that's what I'm listening to.

• 7:55Speaker 01

  It has increased the, the deal size for me by 20%. Listen to the calls. Absolutely critical.

• 8:07Speaker 03

  Discipline issue, which then comes down to the training cadence, the scripting, how people are being managed on a daily basis and weekly basis in terms of their career goals, how like you're doing morning, like it's, it's, this is all sales ops.

• 8:24Speaker 03

  I could, I could like just start talking about sales, but like this is a pure sales ops issue. And so. At the like, there's a two-step, like I would approach this in two steps. Step one is, we should do all the stuff that we are not currently doing, that we should be doing. Everyone should be reading the same script. If they're not reading the script, why are you on this team? Right? We need to have training that's every day to make sure that they are saying things the right way. We need to make-

• 8:51Speaker 01

  Training every day. Think of it like, if you've ever played sports and you're in season, you practice every day. You might only have one game a week, maybe two games, maybe three, depending on the sport. But most of the time is in practice. That's the only way that you can be good. And I don't care if you were the worst team in whatever league that you played in. You practiced every day, right? You might not have had the talent, but you did that. Why, why not do that in your business? And in business, you're not like competing really with other businesses. You're only competing with yourself.

• 9:34Speaker 01

  I think maybe that's why it falls off. Maybe you don't feel like there's like an enemy, there's a villain or whatever else that you're going to be going up against. But you need to train every single day. It's gonna, it's gonna bring so much energy to the team. And I'm telling you, the salespeople will love it. They absolutely love it. We do it every single morning. Huge boost, huge boost to the business.

• 10:02Speaker 03

  Sure that everyone memorizes the script. Some of you guys might've seen the YouTube video I put out like two days ago about this. But like, they have to read the script. If they are not saying the script word for word, you cannot be on this team. You cannot take these calls. I'm getting these leads and not for you to go cowboy and make shit up. And that then, if we cannot solve that problem, because for whatever reason, you keep trying it and they don't adhere and they go off script because they just want to close the deals. It means you have a cultural issue, which is a leader problem. Because it means the leader is reinforcing behaviors that get people to go off script. And there's no consequences for doing it.

• 10:35Speaker 01

  99% of wholesalers and wholesaling businesses do not have this. They do not have a process. And I get it, right? When we start in this business, we're, we're in hustle season. We're gunslingers. We're going out there, we're using our energy and our personality. We're closing deals, we're doing incredible deals. And then we start to expand and grow and we just don't have the systems in place.

• 10:58Speaker 03

  Sales teams have no idea how sales training, how sales culture, any of this stuff works. They just hire a bunch of people, see who closes deals, fire the rest. And so then you just have a bunch of mercenaries who work for you. But there is no culture, there is no team, and it's every man for himself. And that is what creates this volatility in sales. And some guy says something and he closes a deal and the other guy's like, I'm gonna try that now. And there's no consistency across the board. And that also gets you in trouble long-term because they start promising things and making deals that you can't cash.

• 11:31Speaker 02

  That makes a lot of sense. I, up until now, I mean, we have scripts, but they're more suggestions.

• 11:36Speaker 03

  Guidelines.

• 11:37Speaker 02

  Yeah, I mean-

• 11:38Speaker 01

  There it is, 99%. Totally understand, totally get it.

• 11:43Speaker 03

  No, it's, I mean, like, I've done a lot of sales. Like, this is a straight out of the book checklist problem. Like, we have to do all of these things. If we do this entire checklist, we will get this outcome. If we can't do this checklist, the leader is the problem because they don't know how to reinforce culture. Which then means that they're not able to get the right people on and the wrong people out. Which sometimes means we might have to fire half the team to get the right people in so that we can build the culture we need to get to where we want to go. Cause you are in like, I showed the shapes of businesses. You are in a sales and marketing business. There's functionally no delivery.

• 12:18Speaker 01

  Did you hear that? We're not in the real estate business, baby. We are in the sales and marketing business. We need leads to come in and we need to close them. And I'm telling you, you don't need more leads, you need a better process. When a lead comes in, it should all be handled the same. It should be fast, it should be professional, and it should be organized. And you should be tracking absolutely everything. That's the difference between an amateur and a professional. That's the difference between people that are going to be on the hamster wheel and repeating the same year over and over and over. And just hitting a hundred thousand a year, a hundred thousand a year.

• 13:00Speaker 01

  And the people that absolutely explode to over seven figures and truly change their life.

• 13:06Speaker 03

  You're just basically like, are you, are you guys doing outbound or like smiling and dialing? Or do you buy leads from setting teams?

• 13:12Speaker 02

  Inbound, it's Google Ads.

• 13:14Speaker 03

  Google Ads?

• 13:15Speaker 02

  Yeah.

• 13:15Speaker 03

  Okay, so you have inbound leads that are coming in and then you close. Like, that's the business. Like, you buy media, you sell shit. And so like, this has to be a core, like, you have to be world-class at this if you want to be world-class at wholesale.

• 13:29Speaker 02

  Gotcha.

• 13:30Speaker 03

  But that's the constraint.

• 13:31Speaker 02

  In the event that I have to, you know, let go of half the team because they're just not good enough?

• 13:35Speaker 03

  Yeah.

• 13:36Speaker 02

  Where do you suggest I look for?

• 13:39Speaker 03

  It's not about where, it's about how. So it's not like, I'm gonna find, like, the better you get at training sales and creating consistent sales processes, the less skill someone can have and create a consistent outcome within your team, which becomes the arbitrage of your business. Just like I said, the cleaning thing before. If the whole constraint of that business is going to be finding, you know, basically taking-

• 14:01Speaker 01

  When we start out, we're doing all the sales ourself. But when we evolve into growing our business and expanding the sales team and replacing ourselves, it is a completely different skill.

• 14:15Speaker 03

  If the whole constraint of that business is going to be finding, you know, basically taking a human being and then turning them to a great cleaner that actually shows up on time. You have to take the raw input of somebody who has no skill and just has work ethic, just has energy. And in 14 days, you can get them closing deals on wholesaling.

• 14:29Speaker 01

  Turn and turnover in your sales team will absolutely destroy your real estate business. I mean, it'll stop it dead in its tracks.

• 14:38Speaker 03

  So it's a process issue, kind of on the demand gen side for talent. And so usually we look at that and say, okay, what part of this can we screen ahead of time? So it's like, let's send them the script before they even show up. So people apply, we send them the script. And then send us a 60-second video of you saying the script. And then from the 60-second videos, we're going to invite people to a group call, not one-on-one, because we don't have time for that. And we're going to go quick drill, say the script, give a piece of feedback, see how they do it again. If they could take the feedback well and they were prepared, great, it means they're coachable, they have work ethic. Awesome, now we can take you to a job offer call. Somebody, you know, has attitude on the coaching, they're out. If someone doesn't show up prepared, they're out. Very easy screening. And so you take 10, you pick two, pick three, they go to the next one, you make job offers.

• 15:23Speaker 03

  And that's the flow. But like, the entire sales process of selling them on selling for you sets the frame for how the company operates. Like, how disciplined you are and how militant you are in terms of how you set the frame for this. This is how we can do things here. Either get in or get out.

• 15:40Speaker 01

  Nobody does this. Nobody does this, but I'm telling you, if you take it serious and they understand that there are standards in your business, you're going to build something that's extremely long-lasting.

• 16:01Speaker 01

  Thank you for listening to this episode of Wholesale Hotline. If you're interested in joining the Rhino Tribe, the most proactive community in real estate investing, go to wholesalinginc.com, check out what it is all about. If it feels good in your gut, sign up for a call and I look forward to working with you personally. I will see you there. And as always, I encourage you to go out there and talk to people. See ya, love you.