How to Turn Non-Referring Agents Into Revenue Sources | Ep 80

In a world where change is the only constant, Mo Shumil stands at the forefront, guiding title professionals to not just grow their businesses, but to master the art of innovation. With every episode, you're handed the keys to unlock unparalleled growth and stay ahead of the curve. Get ready for a transformative journey. Hello, everyone, and welcome to another episode of the Title Agents podcast. I am your host, Mo Shumil, CEO of Alltech National Title.

Joining us today is none other than Daryl Turner, a seasoned expert and industry icon with over 30 years of experience, helping title professionals unlock growth opportunities. Daryl is known for his unique focus on turning non-referring agents into valuable partners, a low-hanging fruit many overlook. Whether you're looking to boost your sales, especially in this down market, strengthen your clients' relationships, or adapt to the challenging markets, this episode is packed with tips you can start using right away. Let's slip into it. Welcome, Daryl.

Hey, thanks for having me. It's going to be fun. Yeah. You're our first guest for 2025, so you're going to be the, like, the positive vibe. It's going to make the year wonderful and great.

Well, thank you. I do have a question for you before we get started. Yes, sir. When you said seasoned, referred to me as seasoned. What does that mean?

That means you're full of wisdom, you've been around the block. That's the color of my hair. This is wisdom color right here. You look wonderful in Arizona weather. You're in Arizona, right?

I'm in Nevada, actually. Nevada. So, a little far away from LA fires, right, where you see the blue skies. We do have family down there, so we're checking on them regularly. Yeah.

Well, I hope everybody's safe. Thank you. Welcome, Daryl. So, Daryl, give us a little background about you, where you grew up, the schools you went to, and your career track. Yeah.

So, well, I was born in Alameda, California, a little island in the San Francisco Bay. When I was a kid, we moved to Modesto. My stepdad owned a home there, and then we moved there for a little while, moved away, and then he got a job with Gallo. Everybody knows who Gallo is, right? Been Modesto, and so we moved back to Modesto.

That's where I grew up and lived part of my adult life in Copperopolis, California. You know where that is? No. I don't. Copperopolis, California.

Educate us. Yeah. A little water ski lake in Calaveras County, kind of between Sacramento and Yosemite, and we have a lake house there, which is now a second home. And now we live in Nevada, five kids, five grandkids, grandkids six and seven in the oven right now. God bless.

Well, their daughters are expecting, so this little Turner family just continues to grow. That's fantastic. Busy Thanksgiving and Christmas. Oh, yeah. No doubt about it.

No doubt about it. Well, you've been a transformative figure in the talent industry for the past 30 years. Can you share with us what inspired you to start Daryl Turner Corporation? Yeah, that's a great question. I actually love that question.

I love sales, Mo. Me too. Yeah, I love sales because I see sales differently than a lot of people do. A lot of people don't have a good mental picture of sales, and that's because they've dealt with salespeople that have tried to get them to buy something they didn't need or want. And I believe that true professional sales is nothing more than helping people improve their life, whether it's helping them select a product that lines up with their wants and needs, which we can talk about this a little bit later, how important discovery is in the sales process.

I believe it's everything. There was a post that went out today, a little video that went out today, that the whole premise was unless your prospects' problems are on the table, nothing you have is of value. So I love sales because I love helping people, and I don't believe in manipulative selling. I just believe in helping people accomplish what they want. My whole background was, well, years ago when I was a kid, I worked in a warehouse, worked my way all the way up through the company and ended up running a sales team of 11, and I developed a sales process for that company.

They never had a sales process, which most title companies don't have a sales process, right? They have a closing process, they have a system for everything, they've got a closing software solution and no sales process, the very engine that drives all your revenue. So I built a process for the company and discovered that through process we can have exponential scaled growth. Which, by the way, scaled wasn't a word we used back then, we just called it growth. I guess scale is kind of the new fancy word for growth.

The buzzword, right? Scale. Yeah. So I loved it. And to be honest, I got promoted higher up in the company, and it was a role outside of sales.

It was running the organization, and it wasn't as much fun for me. So I decided in 1994 I was going to start a small sales training company that turned into the national sales coaching company for the title industry. So it's been quite a ride, but really it's my love and passion for sales, and secondarily it's my love and passion for helping people win. I met with a group yesterday, and I had them actually write this down. It's pretty simple, but I just write down, winning is fun, right?

Winning is fun. Losing is not fun, but winning is fun, but watching people or helping people win is even more fun. If you can take what you know, and you can transfer it to other people's lives, and you can watch their lives improve, not just financially, but lifestyle in general. Quality of life is way more than money. You know this as well as anybody.

We all want more money. We all want to make more money. We all like having more money, but more money doesn't make you happier. It'll rent it. It'll rent happiness, but it will not buy it.

Helping other people to just improve all the way around is just a passion that I have, which I think ties into your second question a little bit. Why title specifically? It's one of those very niche, small industries nobody ever knows or hears about until they have to buy a house or refinance a loan. You mean you didn't take title in escrow in school? I did.

I was the exception to the rule. That's a really great question. It's so funny because this is an industry, and as soon as I say this, people that are viewing this podcast, they're going to get it. This is an industry that you very rarely get out of. Nobody plans to get in it, right?

Nobody plans to get in it unless maybe your family owns a title agency or you're someone that grew up with your parents as top executives for one of the nationals, but nobody plans to get in it. They just find themselves in it. It's like love. You fall into the title industry, but nobody gets out. In the early days of this company, I fell in love with the industry.

I was asked to do some training before I understood what title was. I said, we have to do it my way, and they're like, what is your way? I said, I have to become one of your people. I have to be out in the field with the salespeople. I have to be one of your salespeople.

I have to get in it. Nobody can teach sales if they understand it, but to really niche in a vertical, you have to live in that world. That was 30 years ago. That was 1,525 title companies ago. This podcast is brought to you by Struggling to set appointments and generate leads?

What if you had a team working behind the scenes to help you book more meetings and close more deals? At Alltech National Title, our dedicated inside sales team help you find your pipeline so you can focus on what you do best, building relationships and closing business. Why join us? One, built-in lead generation. Our inside sales team actively sets appointments for you.

Two, more time selling, spend less time cold calling and more time closing. Three, proven support system, advanced tech, industry expertise and marketing tools at your fingertips. And four, unlimited growth potential, no red tape, just the resources to help you thrive. Ready to take your career to the next level? Visit alltechnationaltitle.com or DM us today to start the conversation.

Somewhere around there, 1,525, 1,535, a lot, Mo. A lot of title companies ago. And I just, I fell in love with it. I loved the fact, I'll tell you a couple of things. The first one is I love the opportunity to truly create value propositions for the real estate community.

Because at that time, I started off in the residential side and of course moved to all the commercial stuff and everything's come along with it. But secondarily, when I first got in this business, I saw unbelievable opportunity. And it's one of the things that when I'm talking to people around the country that have been in the business for a long time, they don't see the true opportunities. And then I talked to somebody that maybe they don't tell me at first how long they've been in the business. Maybe they are an owner of an agency that they bought.

And I can tell by how much opportunity they see in the business that they came from another industry. And then they stepped into the title business and realized that the opportunity, like for example, I know today we're going to talk about non-referring agents. I know you mentioned that even in the beginning, which in 1994, I coined a phrase, coined a term called NDC. And now a lot of people talk about that. But maybe they don't tell me at first how long they've been in the business.

Maybe they are an owner of an agency that they bought. And I can tell by how much opportunity they see in the business that they came from another industry. And then they stepped into the title business and realized that the opportunity, like, for example, I know today we're going to talk about, you know, non-referring agents. I know we're going to, you mentioned that even in the beginning, which in 1994, I coined a phrase, coined a term called NDC. And now a lot of people talk about that, but that did come from the early days of my career in this business.

If you go to our website, you can see, you can click on the NDC process and it'll tell you the true breakdown historically of where it came from. But that's the first opportunity I saw. It's like nobody's paying any attention to anybody else but the directing source of business. So I began building the model to win those people over. That was three decades ago, but that's, you know, getting into this business is interesting because, you know, first of all, nobody understands it.

You know, I was talking to a contractor at our home here in Reno recently, and he said to me the same thing that a lot of people have said to you. He goes, so you're in the title business? I skipped a T in the middle. No, he missed it, missed it entirely. And I said, you know, everybody says that.

No, and I had to explain to him what it actually is. You know, we're the people that make sure you own the property you think you just bought. And by the way, if you're watching this podcast and you don't have an elevator speech, there it is. We are the people that make sure you own the property you think you just bought, right? That's what we do.

But yeah, most people don't understand it. Most people don't know what it is. When you get in, you just, I don't know, if you don't get out, you can't get out. One way or another, people don't leave. Why do you think that?

And I know, I think I have an idea, but what do you think people don't leave the business? Which I call the black hole. You get sucked into it, you never get sucked back out. For a positive, it's a good thing. Okay, a good black hole.

This is a very relational business. And I think at the end of the day, and there's a myth in this business, by the way, that you need a relationship with a prospect to get business from them. You do not. You do not. The only way you get business from somebody that's a non-customer is when they're mad at somebody else.

And you needed no relationship to get that. You just needed presence, right? But relationship is the key to retention. And through those relationships that are established over the course of time, now with us, it's between myself and over 1,500 title company owners or executives, that relationship. But at the agency level, for example, it's the agency and people staffed with the real estate community and the lending community and the commercial development community.

And we just form these relationships that just go wide. And I really think that's why most people don't leave. A lot of other industries, which may be more technical and relational, people come and go in those industries. But my personal opinion is that it's the depth and width in combination of the relationships in this business that keep people in it. And I think it's also, if you're successful at it, building a residual book of business, repeat business, it's very lucrative and you can make a lot of money without any licenses.

And I'm not licensed, without any degrees, requirements, or I mean, the majority are attorneys or professionals, but there are really no requirements. If you're a hustler, if you're a professional, if you bust your tail, you'll be very successful and make a lot of money at it too. This is a very lucrative business for people to do the right things. It's a very scary business for people who just ride the markets, right? And you know, market gets really good and suddenly a Rolex shows up on their wrist and a new BMW and extra staff.

But if they didn't build that volume, if they didn't build it through expanding their customer base, but they're just riding the market, the backside of that is rough. And I know that your listeners, many of them have experienced that. But if you are constantly building your business, every day you get up, you know, I talked to a group yesterday and I just, I asked them straight up, you know, what can the market stop you from doing? Nothing. It may, it may reduce the results, but it can't stop you from picking up the phone.

It can't stop you from prospecting. It can't stop you from calling past customers. It can't stop you from doing anything. But when we get too hooked up in what the market is doing for us, I mean, let's face it, everybody was a genius in 2021. Okay.

And then in August of 2022, people were saying, I don't know what to do. And what to do is get up every day thinking about how you're going to build your business, not just how you're going to profit from what the market's doing for you. Yeah. It's funny. As you know, this 80-20 rules, our top 20% of our sales team doing the same numbers from 21, 22, 23, 24, the same market, different markets, it's all a perspective.

You can break that down a little bit further. We actually, you know, the Pareto principle 80-20 rule, we actually have our own rule and it's not the 80-20 rule, it's the 20-60-20 rule. And so we take the 80% and break it into 60 and 20 together, right? So you can take your 20% of producers, typically, this is the way it works. You can take your 20% of producers on top, you can take every tool away from them and guess what they'll still be?

20%. Right. And then you can take every tool from the top. Let me just offend all the bottom producers right now. You can send it to the bottom.

You can take every tool from the top and give it to the bottom. Now I don't mean somebody that with low numbers because they're new to the business. I mean, they've just been on the bottom a while. They'll almost all remain on the bottom. Okay.

So in fact, a lot of times people will ask us when they're signing up their teams for coaching, maybe they have a lot of people and they don't want to sign up 35 people, but they want to join our coaching network. And I'll just tell them straight up, your opportunity to move the needle will come from the middle 60% of your team. Not the top 20, because they're going to be the top 20 no matter what. Not the bottom 20, but usually people look at the bottom and go, I need you to fix these people. Your movement of the needle, your profitability increase will come from the middle 60% of your team receiving the support, the tools, the strategy, and the coaching that allows them to elevate.

And then we say, do not leave out your top people. Offer it to them. Because if you say to them, if you say to the top people in your company, Hey, we're signing you up for coaching, it's mandatory. You're going to make them mad. And you tell them, we're signing up our middle 60% for coaching.

We're leaving you out. You're going to make them mad. Offer it to them, right? Involve them in the process, but don't make it a requirement. Half of them take it and then the other half take it later when they see the middle 60% starting to pass them up a little bit.

Yeah. That's awesome. I love that. Moving the needle, the middle 60%. Yeah.

I'm going to take that to heart. I'm going to quote you on that. I love it. Do it for sure. That's where the needle moves.

Yeah. So what has been the most rewarding aspect of your work coaching title professionals? Oh man. Honestly watching people grow. And when I say that, I don't mean just the people that are in our coaching network.

We have the most amazing team of coaches that we have ever had in the history of our company. Can you, let me just, if you don't mind, tell us about your coaching network and your company. Kind of dig a little deeper there and then you can go back to the most rewarding part of your business. Yeah. Our company, we were not remote until COVID and we do have one office in Missouri, one small office in Missouri, but we had a few small offices.

Our main office was in Modesto, California. We had about a 5,200 square foot freestanding building that had at the peak, probably 35 people working in it, something along those lines and had classrooms. We would do institutes there, but all of our coaches, you know, this is all before Zoom. So they would, every week our team would get on airplanes, Mo, and they would travel to title companies and they would work on site, which is always the best to be on site, but it's less cost effective to buy an airline ticket in a hotel. Every time we go somewhere.

And so then we moved to Oakdale, California, which it's Cowboy Capital of the world. Sorry, Texas, if you're watching right now. And we got an office in Oakdale and then COVID hit. We didn't go to our office for 13 months and we were all working remote. When COVID first hit, I asked my team that was based in Oakdale, I said, you guys are all equipped to work from home.

And they said, yeah, I go, why don't we work from home this week for one week? And then let's just come back next week. I actually said this, Mo, I can't see this thing lasting more than a couple of weeks. I actually said that. We never went back to the office.

And so we've been remote ever since. We have, we have 13 full-time coaches. This podcast is made possible by our sponsors. You have worked so hard to build your business. So why do 70 to 80% of businesses never sell?

The truth is, most owners wait too long. They don't plan properly, or they can't find the right partner. At Alltech National Title, we help title company owners avoid these pitfalls, ensuring that you maximize value, protect your team, and transition on your terms. Whether you're looking to grow, merge, or sell, we'll help you craft a strategy that actually works. A good deal is one where everyone wins.

Let's talk about how to make that happen for you. Visit AlltechNationalTitle.com or DM us to start the conversation. Alltech National Title, smart transitions, don't tell us. No, in fact, it's really funny. It kind of goes in waves.

We're very cautious not to have a lot of crowd. around 240 people that are in our regular coaching system. We'll help you craft a strategy that actually works. A good deal is one where everyone wins. Let's talk about how to make that happen for you.

Visit alltechnationaltitle.com or DM us to start the conversation. All Tech National Title, smart transitions built to last. No, in fact, it's really funny. It kind of goes in waves. We're very cautious not to have a lot of crossover.

Like if we have in one market, if we're coaching a team, if we ever pick up any other company anywhere remotely close to them, we do everything we can to make sure that we use a different coach and there's no crosstalk and all that. But most of the time, there's not much of that. There's really, we do try to manage that. There is some always, but it's really interesting because if you had to say like, where's the majority of your business right now today? It's so spread out.

I mean, you know, there's people in Alabama and people in New Jersey and people in Florida and people in California and people in Washington and people in, you know, Minnesota, Michigan, Ohio. Literally, I mean, we've worked in every single state except Iowa because, well, I don't know if you know what the deal with Iowa is yet. I do. And we also support and work remotely and on site with a very successful title company on Guam. And we support their Saipan operation as well.

So it's, yeah, that's kind of our company. And I will tell you, we have a brand manager out of Miami. She is incredible. Her name is Brandy. Brandy, the brand manager.

Love it. And she works with Haley. I don't know if you've ever met Haley. Haley's our daughter. She's our corporate sales director.

And myself, we're very, so we have a sales initiative in our company, right? So we are a coaching company, but we have a very strong sales in it. We practice what we preach. And I think, you know, from a scalability standpoint, that's one of the most important things that we could be doing. So we have a great business development mindset, process, system, and team.

We, our admin is based in Henderson, Nevada. So if you looked up the Derral Turner Corporation, it's going to have a Henderson address because that's where the brains behind the organization are. And then we have a couple of people down there that manage all the financial aspects of the business. And yeah, that's, I didn't even add up all those people, but whatever that total is, that's how many we have. It's awesome.

So now going back to you, the rewarding part, about your job, the most rewarding part. Yes. Not only seeing our clients improve their lives, but watching our coaches. You know, we are, I will tell you one of the toughest things you could ever do in the title business is become a Derral Turner Corporation coach. Our vetting process is incredible.

With a, the fiery hoops that any coach candidate would have to jump through and prove themselves through to ever become a coach. Our standards are just unbelievably high. Just imagine, you know, what it would take to wear our jersey, what my standards might be. And so to be able to see someone become a coach, and because about 30% of coach candidates in our company become coaches, maybe a little less. The rest don't make it.

And we know that, it's built into our process, which is the same process we use to help title companies hire and develop sales teams. We'll teach them exactly the same way to do it, so that in the end, they almost have a guarantee that they've, you know, made the right choice. But just watching the excitement on the faces of our coaches when they get a text on a Saturday from a rep who just landed a top prospect that the coach has been working with them to help them get. That's the relationship that all of our coaches have with the participants. But just to be able to see people's lives improve.

I just, you know, when I was 40, I don't know if I'd have said that, Mo. But I don't know if you noticed the color of my hair. I'm not 40 anymore, so. You're 45. Yeah, 45.

I just, so at this point in my life, the rewarding element is, you know, Raquel and I have a good life. I mean, we do. You know, we make enough money to buy, you know, two shoes for our kids at one time. But that's not really what it's about at this point. It's really about watching people's lives improve, both from our clientele standpoint and our team.

Yeah, the growth, happiness a lot of times is related to growth. When you're growing, you feel fulfilled and happy. It's not always about money. It's seeing that progress in your team and your company. Winning is fun.

You'll have to try next time. So your approach often challenges the traditional playbook. What key moments or insights shaped your philosophy on sales and business growth? I'm gonna give you a term that I came up with in 1994. And even though I had success before starting this company, until this happened to me, the scalability of my professional career was still gonna be limited.

And what I really wanna tell you is what I want everybody to try to figure out how to catch, okay? And it's this. I came up with a term one day, and the term is duplication revelation. And it was when I got our first regular monthly client as a sales training and sales coaching organization. And I was driving down the road.

I was in Fresno, California. And I remember I was in my car, and I remember it hit me. I got excited, and I kind of yelled out loud. I was all by myself. Now, yelling out loud when you're by yourself in a car is different than wearing a mask when you're by yourself in a car, okay?

It's not the same. It was a good thing, okay? And so what I realized, Moe, is that anything I could do one time, I could do as many times as I chose. I had duplication revelation. So if people are watching right now, and they're in sales, the average salesperson in the title business builds a book of business and stops prospecting.

Well, at the same time, they wish they made more money. It makes no sense. It's because they haven't caught duplication revelation. If they can get one new customer, they can get as many as they want. There are no limits.

Like you said earlier, the lucrative aspects of this business, as long as you want to make money, the lucrative aspects of this business, as long as you understand that it's not about chasing transactions, it's about acquiring sources of business and continually expanding your customer base. We can't control how much volume a realtor has, but we can control how many customers we have based on our sales initiative and how we continually prospect. So for me that day, that was a turning point for this company when I realized that if I could do it once, I could do it infinite times. So the average title agency owner works in their business about 95% of the time and on their business about 5% of the time. The top entrepreneurs in the world spend 68.1% of their time working on their business.

So I make it a goal to put 70% of my time and my focus into continually scaling the business because of duplication revelation. So until it hits you right here, not here, I mean, everybody can understand, oh, I get that, anything I can do once, I can do as many times as I want. Knowing it isn't enough, it's owning it. The minute you own it, like you'll have such a level of excitement because you just realized the ceiling is off. And so for me, it was 30 years ago and I've been building this thing ever since.

And in fact, we just had a 30 year celebration at the end of Title Sales Mastery. And my amazing wife, my boss, my president flew, only one of our kids didn't make it, flew our daughter in and her new baby, but also flew a gentleman in that was the first person I ever worked with who I had to do it my way with. He's been since retired 30 years ago. She flew this gentleman and his wife in from Palm Springs. And he surprised me.

First time in 30 years, I realized what we had built. I came in the room, Mo, and all these people were in there and they're all wearing 30 year anniversary shirt. And I mean, our financial advisor was there. Our CPA was there. Our CPA has got a couple of plans.

My philosophy is if your CPA doesn't own at least two airplanes, you need a new CPA. But he flew himself in and spent time with us. And it's like, I looked around the room and I thought this is really cool, but I never really saw the scalability happening until that day I realized how duplication revelation had paid off. So that to me, honestly, that was my turning point. That was the moment.

That's awesome. So you're known for emphasizing non-referring agents or as you call it, NDC, is that what you call it? Has a critical growth opportunity. Why do you see this group as such an untapped resource and how can title professionals approach them effectively to grow their business? Well, a lot of people, when they realize this, they look at that as like low hanging fruit, right?

And when they truly realize it, but I'm gonna tell you the better you are in sales, the lower the fruit, period. So a lot of people look at us and go, hey, that's the NDC guy. But we also have market driven sales processes that use tools like AgentBrief with scripting to generate customer opportunities off of that. We work in the commercial space, which by the way, in the commercial space, you work traditionally and an NDC, you can have five, six, seven NDCs on a file, attorneys, lenders, yeah. Yeah, the opportunity to scale your.

Period. So a lot of people look at us and go, hey, that's the NDC guy. But we also have market-driven sales processes that use tools like AgentBrief with scripting to generate customer opportunities off of that. We work in the commercial space, which by the way, in the commercial space, you work traditionally and an NDC, you can have five, six, seven NDCs on a file. You know, connected parties on a commercial file.

Parties, attorneys, lenders, yeah. Yeah, the opportunity to scale your business on the commercial side is exponentially better. But at the end of the day, I don't know if you ever read the book Blue Ocean Strategy, but most people in the title business live in the Red Ocean. And when you can find an area that does not have sharks killing everything, which is the Blue Ocean, you can win. Like for example, when I started this company in 1994, there were absolutely no sales trainers in the title industry, complete Blue Ocean.

When we transitioned into full coaching models, there were no coaches in the title industry. We were always first, like Q-Tip and Frisbee and Xerox and Coke and all these things. You know, when you show up first, you create the generic brand. I mean, we've all FedExed something on UPS, okay? We've all done that.

And so, you know, when I looked at it, nobody was pursuing the other entities in the file. And, you know, some people don't like, let's talk about Walmart for a minute. Some people don't like shopping at Walmart, but if you had to go to Walmart, just because you don't want to be there does not mean you're not a customer. Just even if you hated the experience, even if you couldn't find parking, even if there was a guy walking in front of you, you know, with his pants too low, you know, and you're just like, pull them up or pull them down, dude, but make up your mind. You know, even if it's a bad experience, it doesn't mean you weren't a customer.

And all of a sudden, I tell people this, two-thirds of all your customers plan to leave you as soon as they can. And they're like, what? And then I show them who their customers are, a lender, a directing agent, a non-directing agent. And then I cut the triangle in half and say two-thirds of all your customers plan to leave you as soon as they can. You tell me you're great at retention, prove it.

Keep all three. What would happen if you treated all three people as if you actually wanted them to come back? Some of them will, right? So I look at that as like, yeah, you know, some people look at it as a low-hanging fruit. I just believe the better you are at sales, the lower the fruit is, period, right?

I mean, if you can master selling and selling is helping people, selling is serving, selling is solving, selling isn't manipulating. But if you can help people and you get better and better and better at it through discovery and knowing what somebody wants, you can really maximize your business. But when you find prospects who nobody's paying attention to, that's how you win at an exponential level. Yeah, and it's not even what has to do with sales skills. It's more expanding the prospect list.

Oh, yeah. I could be the best salesperson on the planet, but if I only have a certain bucket, that's all I can sell. So this bucket, all of a sudden it doubles because it non-directs, and when it triples, then all you're doing is expanding kind of that prospect list. Well, I'll give you a little formula here. One of our coaches is in Minnesota.

Actually, I think she's in Fargo. I don't know. She's on the border there. Her name is Laura Beale. Now, as soon as I say that name, some of your viewers are going to know her.

She's incredible. I met her 25 years ago. She came to one of my boot camps. I scared her half to death, and for the last number of years, she's been one of the best coaches ever, but she's artsy. She likes to make things, and at our lake house in California, on the living room wall, there's this big wood sign that's really cool.

It's got these fancy letters, and here's what it says, Mo. M times S equals R. Now, that means something to us as coaches, and it means something to all of our clients. It means nothing to our friends that visit our lake house. The thoughts of what those letters mean to them are absolutely hilarious when they try to break it down, but here's what it means.

Math multiplied by skill equals results. So the bottom line is this. Math is the quantity of quality prospects engaged, not just the number of people you're talking to, the number of people you're talking to that qualify as a prospect. Skill is how well you do it. Do you have a plan?

Do you have a process? Do you have a coach? Do you have scripts? Do you know what to ask? Math multiplied by skill equals results, so you can have the best skillset in the world if you're not talking to enough qualified prospects, to your point a second ago.

Your results are not gonna be there, but if you're talking to everybody and your skills are horrible, your results are still not gonna be there. So any salesperson that's not at the numbers that they would wanna be at, we have to determine as a coach, do we have a math problem or do we have a skill problem? And honestly, it's always a combination of both, but one is usually more than the other. Like, for example, as coaches, we get asked all the time, how would you handle this situation? That's one of the most common lead-in questions of a rep, and our answer is hilarious.

Who's the prospect? And they're like, well, what does it matter? I might not be in that situation. If they don't qualify, the question's looped, right? So, but to your point, I mean, you have to have the math for sure, but you do have to have the skill because you have to know, you gotta be able to put a sentence together.

And scripts, like for example, scripts freak people out. Scripts is nothing more than knowing what to say. Never, never underestimate the importance of knowing what to say on a sales call. Absolutely. So, non-referring agents may be hesitant or committed to other providers.

How do you coach your clients to demonstrate value and differentiate themselves in these situations? Well, they're all committed to somebody else. 100% of all prospects, it's what we call the 100% objection. Anybody worth pursuing has a relationship with at least one or two other title companies, fair? That's your script.

Hey, I have a relationship, I work with Joe over at Smith Title, love him, been with him forever. I'm so glad you said that. The truth is, Mo, anybody worth pursuing in this business has a relationship with at least one, if not two other title companies. And frankly, Mo, I've done my homework and you are definitely worth pursuing. Stop right there for a second.

What did I do with that objection? I took it from in front of me and put it behind me. I'm not making the relationship go away, I'm past it, okay? And by the way, nobody says, no, I'm not worth pursuing. You'll never hear that, right?

But the reality- Listen to your ego, which is great. The reality is when you have somebody on the other side of a deal, keep this one principle in mind. Nobody argues with gratitude. Start off with a thank you. Start the conversation off with a thank you.

Because if they're in a deal with you, hey, they're one of your customers, whether you see them that way or they see themselves that way. Start off with a thanks for the business. Start off with gratitude. Because now they melt right before your eyes. They'll tell you one of two things.

You know, like, hey, I didn't direct that deal. I appreciate that. But everybody in this transaction is extremely important and I just want to thank you. They'll melt. Or they'll say to you, see, Mo, I told you I was going to send you a deal.

And then you want to give them a Kung Fu, you want to give them an instant Kung Fu lesson. Don't do that. What they're saying is, I want to feel like the directing party. That's what they're screening. Right?

That's what I want to feel from you. Yeah. For agencies and title sales reps that want to scale their outreach to non-referring agents, what tools, processes, or systems do you recommend? Besides working with you. Daryl Turner Coaching.

There is nothing else. There is nothing else. Sold. Sold, man. Sold.

Come to us and get $15 of new revenue for every dollar you spend on us. That's about the average. That's fantastic. I don't have a better answer than that, man. Okay.

This podcast is proudly sponsored by. Need extra hands without extra overhead? Meet Safi Virtual. Your on-demand team of virtual assistants trained specifically for the title industry. Our VAs come with foundational knowledge of title insurance ready to handle admin tasks, client communication, data entry, and more.

So you can focus on closing deals, not paperwork. Scale smarter, work faster, and cut costs without sacrificing quality. Visit safivirtual.com or DM us to find your perfect VA. Safi Virtual, expert support tailored for title professionals. So in slower markets, some agents may have stopped referring.

What advice do you have for rekindling those relationships? I've got great advice, Mo. If I do say so myself, own it, man. Own it. If a customer gets away from you, it's not their fault, it's yours.

It's the same as when a prospect says they're gonna do business with you and then they don't. We feel a certain way and we want them to own what they said. That's wrong. We have to own the fact that they haven't moved forward and let them feel a certain way. When we own the breakdown in that relationship and we apologize for it, it goes a long way.

Hey, Mo, man, I owe you an apology. First of all, if I left that in your voicemail, I guarantee you're gonna call me back. And through the busyness, I have let this slip away and this is on me. I want an opportunity to earn your business back. I understand some of its move.

what they said. That's wrong. We have to own the fact that they haven't moved forward and let them feel a certain way. When we own the breakdown in that relationship and we apologize for it, it goes a long way. Hey Moe, man, I owe you an apology.

First of all, if I left that in your voicemail, I guarantee you're gonna call me back. And you know, through the busyness, I have let this slip away and this is on me. I want an opportunity to earn your business back. I understand some of its move, so I'm not gonna ask you just because you're my friend or we worked before to automatically come back. I'm just simply gonna ask you for an opportunity to earn a portion of it back.

Would you be opposed to that? I owned it. And a lot of reps don't want to own it, right? And by the way, a lot of reps don't want to. Blame operations, blame whatever.

That's exactly what I was gonna say. But if you're my account and my responsibility is to make sure that you don't go away, like the majority of retention is an operations function, right? It's closer relationships and all of that. There are some markets, Southern California, places like that, where it's very sales rep driven on retention. But the truth is, if there's a closer involved, you get to a certain point that that customer is coming back because they love that closer or they love that escrow officer or whatever.

So if we have somebody go away, so when we're talking about this, you know what, I know we talk a lot about salespeople, but this could be a closer owning it. This could be an agency owner owning it. This could be a salesperson owning it, right? I mean, but the magic is to own it, to take responsibility for the fact that you let it slip away, man. That's what you did.

And there's gonna be times, I think it's about 9% of the time, I think is the highest that we lose a customer because truly we're outsold. The rest of the time, 68% of the time we lose a customer is because of an attitude of indifference. That customer no longer feels valued by that title company, right? Only 14% is bad service. So 68 and 14 is 82.

82% of your retention model is making sure your service is good and making sure the customer feels valued. That's 82%. It's only 18% left in all the other categories of why somebody would go away. So if you master those two things, 82% of your retention model is in place. Awesome.

So in a down market, many title professionals feel stuck. What shifts in mindset or strategy can help them see opportunity rather than adversity? Yeah. That's a great question. I put out a quote a couple of years ago when everybody was panicked.

You know, the second half of 2022, everybody was panicked. Let's face it. Basically, you know, when we sacrifice to the market, or when we give up to the market, we sacrifice our hope. But when we take control of our business back, our hope suddenly returns. So if somebody feels stuck right now, not only the duplication revelation principle they need to try to catch it, but to realize nobody owns the next move but them.

So tomorrow, when you wake up, what are you going to do? Are you going to look at the market? Are you going to look at your sales initiative? Are you going to look at your growth strategies? Are you going to look at what you actually can do?

And that's what we really have to realize. Like, I'll give you a great example. Most people focus on the wrong goals in the title business. They focus on open orders, closed orders, revenue, and profit. Those are lagging indicators.

They're what we call rearview mirror goals. The windshield is how many customers do you have. So you take control of your business back by realizing you have to grow your customer base. Otherwise, what happens is we start holding on to our existing accounts, right? And a lot of title companies do this and thinking, man, I got to make sure I don't lose anybody because my business is down.

You're right. You have to make sure that you don't lose anybody, but people are going to leave. To date, I've realized that every human being eventually dies. So every customer every title agency has will eventually die. So let's just take that one, right?

That's only 1% of attritional loss, but that's what happens. People die. People get out of the business. They move away. You're going to lose some.

Retention is a myth. You can't keep every customer forever. You can go back 30 years in our business. We don't have any accounts today that we had 30 years ago. And probably for when you started your business, you may not have any customers today that you had then.

You may have some, but you may not have any, right? And so how did you live and survive and grow by adding customers? And that's the mindset of taking control of your business back. So if people are watching right now and they're stuck, they have to remember that quote. When you give up to the market, you sacrifice your hope.

But when you take control of your business back, your hope suddenly returns. So cost sensitivity and loyalty to competitors are common objections from title reps. What techniques have you found most effective in overcoming these barriers or objections? Well, you need to be really good at handling all objections. And there's only a few.

In business to business sales, there's something called the law of six, which says 80% and business to business is just regular business B2B, right? 80% of all objections are really are different versions of the same six. So if you just become a master at those six, you'll crush it. Well, in the title business, we operate more around the law of three. Relationship, bad experience, JV.

What else is there? I mean, it's three. Master those. If you could figure out how to master handling those three objections, which I just gave your whole audience a script to the relationship one. If you can master handling those three objections, you can get past anything.

But here's, you know, you use the word loyalty and let's talk about loyalty for a minute. I'm a believer that loyalty only exists or is only needed when value is absent. Think about that for a minute. If you're continually adding value to your customer's lives, they stay. So everybody's like, well, I want loyal customers.

Why do you need loyalty if you have value? Because I kind of think there is no loyalty. And I'll explain what I mean by that. There's friendships, relationships. People give people, you know, second, third, fourth, fifth chances.

But the truth is at the end of the day, if you're not delivering value to one of your customers, they leave. Where does loyalty fit into this? It's all about value. And like I said in the beginning, if you're until your prospect or customer's problems are out on the table, nothing you have is a value, right? So it's all about discovery and finding out what's important to them.

Think about the best example of discovering or discovery so that you can deliver value and not have to over rely on loyalty is a visit to the doctor. I mean, when you go to the doctor's office, the first thing they do is they weigh you. I went to the doctor recently and they have this fancy chair. I didn't even get up. They just said, I'm going to push a button.

And the chair lifted me up and told him how much I weigh. And then I had to tell him my iPhone 14 weighs 18 pounds. That's what I had to tell him. But, you know, so they take your temperature, they take your blood saturation level, your oxygen, and they ask you questions, all discovery. And then you wait for the doctor, right?

Then you go in with the doctor. The doctor asks you more questions, more discovery, validates or verifies what you said to the nurse, more discovery. And then the doctor presents the solution. That's sales. Now think about this.

When people, the most common problem in sales in the title business is people don't ask for the order. 85% of the time a sales call ends with nobody asking for the order. But think about this. If you went through all that discovery with a doctor and you didn't feel good, and the doctor actually said this question to you, Mo, Mo, I have a prescription I could write for you that would take the pain away and make you better. Would you like me to write that prescription for you?

That would be a 100% close ratio, right? That's how salespeople in the title business need to view it. If they're afraid to ask, it's because they're worried that they're not solving problems. Anybody afraid to ask questions their value. Value is only that which solves the problem.

So this is really all about discovery. And the more value you add, the less you need to rely on loyalty. Now we all know that we have friends in life, right? You and I've known each other a long time. If I needed something, I could call you.

If you needed something, you could call me. There's that kind of loyalty. But to rely on loyalty between a title company and a realtor or a commercial broker, that's a very bad thing. Because what that does is causes us to take that relationship for granted and no longer focus on how do we elevate the value proposition that we're offering to that customer. Awesome.

Not the answer you expected, right? No, I love it. I love it. I'm in your camp. Can you share a success story of a client who focused on non-referring agents and achieved remarkable results, either in the past or recently?

Buddy, there's too many to count. I can tell you this. When somebody follows a process, there's two kinds of people in this world. And I said this one day, and I kind of learned it from my wife, okay? There are two kinds of people.

There's completers and there's achievers. And you and I both know, and your audience knows, you can complete a lot of things and not achieve anything. It's a mindset, right? At our lake house, we came in, we were boating one day. It was too hot to even be boating.

It was like 150 degrees or something. And we came in and we put it on the lift and it's under a cover, right? And so I'm going to get out of the boat. She starts cleaning the boat. And I'm like, what are you doing?

It's a million degrees out here. She goes, I want to clean the boat. She always wants a clean boat, right? Which I love it. And I'm like, okay.

And then I said something I didn't mean, though. I go, can I help? and not achieve anything. It's a mindset, right? We were, at our lake house, we came in, we were boating one day, it was too hot to even be boating.

It was like 150 degrees or something. And we came in and we put it on the lift and it's under a cover, right? And so I'm going to get out of the boat, she starts cleaning the boat. And I'm like, what are you doing? It's a million degrees out here.

She goes, I want to clean the boat. She always wants a clean boat, right? Which I love it. And I'm like, okay. And then I said something I didn't mean though.

I go, can I help? And she goes, yeah, you can clean the windshield. So I get the window cleaner, you know, when it's that hot, I'm streaking all over. And I'm like, how do I do? She goes, no, you missed here, you missed there.

And so I keep doing the front of the boat and finally I get it right. And I sit down in the bow of the boat up on the lift and I'm looking and she's in the back. And I'm like, I said to her this, I go, hey babe, how much longer do you think it's going to be? And she goes, oh, I'm sorry, Mr. Completer.

Please don't let my achievements get in your way. So when it comes to the success stories of our process, because now keep in mind, only about 50% of what we coach to is NDC. The other 50% or other segments of how to grow your business. So, and there's a lot of them. There's a lot of strategies.

We actually teach cold calling strategies that work even though we're not super big fans of cold calling, but we can show somebody how to get on the phone and get customers and transactions. But if somebody follows any process and they're just checking boxes thinking it's going to work for them, it's not going to work for them. But if they go into it with intention, like I know if I treat a prospect this way and if I ask them this question, because I truly care and I go to the root of discovery and I come up with solution, I'm probably going to get an opportunity from them. So there are literally so many, I mean, I got two emails yesterday of somebody who, now, sometimes the second, we look at the first five transactions as new customer orders, because statistically it takes three to five transactions for that new customer to relationally gel with ops, right? Whether it be an escrow officer, close or whatever.

So we give sales credit for five deals and no sales credit after that. So if you're going to be a good sales rep on our system, I mean, in 2023, I haven't seen the 2024 numbers, the top sales rep on our system added 369 purchase transactions above their book of business, all from new customers, right? So if she's going to do that, she's continually prospecting, but she's doing it with intention. I saw two emails yesterday of two different sales reps just in a two hour window of time. I get about 300 emails a day, so honestly, I don't read them all.

But of these people that got these new customers to five, because sometimes the second order from a new customer is harder than the first, because the first is a form of debt repayment. You did something for me, you had a CE class, you whatever, whatever. The second one, they start to feel like they're cheating on their title company. So they don't have any intention of sending a second one. To get somebody to five, that's an achievement, right?

And you don't get them to five by being a completer, you get them to five by being an achiever. So, I mean, I could probably pick a couple of sales reps and tell you about it. I talked to a guy this week, he did, last year in 2023, he did 3.8 million in title premiums, one guy. He's actually a team of two. And this year, he's been our coaching for, since November of last year.

And we're not taking credit for what he did, but we did support him. He did 4.9 million in title premiums. And nothing gets by this guy because he's an implementer. He takes what we say and runs with it. A remarkable individual, super, super successful.

So, I mean, we have hundreds and hundreds and hundreds of people that have added 30, 40, 50, 60, 70, 80% income increase year over year. Today's episode is sponsored by. Hey, you title agents, stop wasting time, digging for answers or waiting on an email or call back from your underwriter. With titlegpt.ai, you get instant, reliable answers to your title questions fast. No more delays, work smarter, close faster and keep deals moving.

Try www.titlegpt.ai today. That's awesome. So, we're getting close to the end here, but I want to touch about your annual conference that you hold. Yes. Can you tell us more about it and?

Yeah. So people can sign up. Is it usually in the fall, right? It's always in October, unless something changes in our life. It's what we call our selfish conference.

Oh, before COVID, I was speaking at 125 events a year. And I mean, that's more than two a week. Imagine what my life was like and then COVID hit and I came out with this hashtag, I will not go back. And cause I couldn't figure out how to slow it down. I mean, it was just, I get these calls all the time and I always said yes.

And next thing you know, 125 events, I had no life outside of what I was doing here. And so when, actually we did this right when COVID hit, our first one was supposed to be April of 2020. You can only imagine. We procrastinated Title Sales Mastery 2020 to 2021. But so we do it in Reno because that's where we have a home.

And the reason I call it our selfish conference, it's the one conference a year that Raquel and I do not get on an airplane for. This year it's October 15th and 16th. It is two solid days of back-to-back sales strategy. So if people have enjoyed what we've talked about here, just imagine drinking from a firehose for two solid days of this. You will leave with a playbook.

You will leave with goals. You will leave with a renewed excitement about the business. You will leave with a new vision. And you will also leave with duplication revelation. And that's really the cool thing about it because people can go and run with it.

And Title Sales Mastery, it's life-changing. We sell out every year. So 2021, 2022, 2023, 2024, we sold out. We oversold, in fact. We had to reconfigure the venues and things.

This year we are, on our baseline numbers, we are 40% sold out already. And it is January. So if you want to- It's on your website, right? We're going to share your website and show notes so people can have access to it. Yeah, so there's two ways to get there.

You can just go to deralturner.com and scroll over to events, or you can just go to titlesalesmastery.com and each year's event will come up. So 2025 will come up. It's at the Atlantis Resort and Spa in Reno, Nevada, October 15th and 16th. Since we're talking about remote and Zoom and leveraging technology, have you thought about doing a hybrid? Explain what you mean by hybrid.

Oh, in person. In person and also via, yeah. Another opportunity to expand your reach. No, actually, that's a good question. We get asked every year and we intentionally keep it an in-person conference.

We have things we do. A couple of years ago, we did Title Sales Summit, but we also do Level Ups. So there's, on our website, you can scroll over to events and go to Level Up. Level Up's free. And Level Up, we always have four or 500 companies sign up.

And we have one coming up the 22nd of January. And I'm going to be talking heavily about the one way to win in title sales and 10 ways to lose. And so that's actually a free event. So we do a lot of remote events, but Mastery itself is specifically designed to be the in-person experience. That's awesome.

So do you have a favorite quote? Yeah, actually, I have 365 of them in this book. What's today? Today is January the 9th. Let's see what January 9th is.

If it's a good one, I'll read it to you. If it's not, I want your favorite quote. I won't read it to you, so let's see here. Let's see, February 9th. The limits of your potential are bound only by the limits of your current perspective.

So that is today's quote. This is quote with 365 daily quotes. Actually, I have a few other quotes. I believe that people say garbage in, garbage out, not true. Garbage in, garbage in, most of it never gets out.

Everybody that we talk to affects us or infects us. And if you're involved in something you shouldn't be involved in, one of my favorite quotes was in this book never medicate what you should amputate. If you need to get away from something, stop taking medication to convince yourself that you can fix this relationship. If it's bad, if you've got a customer that's abusing your closers, think about that. If you're in a personal relationship that somebody is mistreating you, think about that.

Never medicate what you should amputate. So I mean, I've got a few. I wrote one for a magazine years ago when they were talking about price and value and I just told them no one knows the value of their own service as well as the one who's willing to perform it for less. So, but I got all kinds of other quotes. I've got books I like.

I know that you're gonna ask me about that. That's awesome, yeah. Next question or final question is a favorite book. I grabbed a couple. I really like this one a lot.

Mo, I really like this one by Daryl Turner. The Nine Undeniable Principles of Uncommon Sense. I like Todd Duncan, good friend. You guys probably know Todd. Time Traps, this book is convicting.

I love that. You gotta help me get Todd on the podcast. Yeah, Todd and I were just texting last night. So I'll send him a note on that. 21 Irrefutable Laws of Leadership, John Maxwell.

John is one of the best. Yeah, fantastic book and Blue Ocean Strategy. I shared a little bit on this earlier. I don't have a copy of the next book. I'm gonna tell you at this home.

I have one at our other place. The E-Myth by Michael Gerber. If you wanna scale your business, if you wanna scale your business, read The E-Myth. That was one of the first books I read like 25, 30 years ago. Amazing book.

Life changing, yeah. So I'll send him a note on that. 21 Irrefutable Laws of Leadership, John Maxwell. John is one of the best. Yeah, fantastic book.

And Blue Ocean Strategy, I shared a little bit on this earlier. I don't have a copy of the next book. I'm going to tell you at this home. I have one at our other place. The E-Myth by Michael Gerber.

If you want to scale your business, if you want to scale your business, read The E-Myth. That was one of the first books I read 25, 30 years ago. Amazing book. Life changing, yeah. It's amazing.

And I tell people when they read the book, today, by the way, if you just go find The E-Myth, you'll find The E-Myth everything. If you want the original E-Myth, you have to get the one that says revisited. Revisited, correct. Manager, The E-Myth, everything. Get The E-Myth revisited, it's made current.

But I tell everybody, this book will make you excited and mad all at the same time, because you'll see how simple scalability in your business actually is. That's awesome. That's a wrap for this episode with Title Agents Podcast. A huge thank you, Daryl Turner, for sharing your game-changing insights and practical strategies to help title professionals thrive, even in a down market. Even in a down market, any market.

If you found today's episode helpful, make sure to subscribe and give us a five-star review. We appreciate it. I'm looking forward to seeing you in the next episode. Mo, thank you very much for having me, and it's great to see you. And that's a wrap on today's journey with Mo Shamil, from the Title Agents Podcast.

Reminding you that mastering the art of innovation is key in the title industry's fast-paced world. If you're finding it tough to keep up with the changes and challenges, remember, you're not alone. Our calendar is open for you. Find the link in the show notes and let's connect. Make sure to hit subscribe to not miss out on strategies that elevate and insights that empower.

Together, we'll navigate the future of the industry. I look forward to our next meeting in the upcoming episode.