Ep120: Todor Yordanov

Today on the More Cheese Less Whiskers podcast we're talking with Todor Yordanov, a gentleman in Toronto who helps people buy pre-construction condos.

He's very thoughtful about what he does, a very interesting guy, and very engaging. You can see why his clients enjoy being in a relationship with him.

Todor has been applying the 8-Profit Activators to his business. He came to a Breakthrough Blueprint in Toronto earlier this year, and we had a really great conversation here debriefing the event and looking at how to unpack the 8-Profit Activators in the context of pre-construction condos. We went deep creating an experience for people that's a five star experience, even when you're selling something that's largely intangible... It's only really on paper right now, so how do you add a service to that?

You'll get a lot from the conversation here and how brainstorming applies the 8-Profit Activators to an intangible kind of business.

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Transcript - More Cheese Less Whiskers 120

Dean: Todor.

Todor: Mr. Jackson.

Dean: I love to say your name, Todor. It sounds so dramatic.

Todor: Thank you, Dean.

Dean: Welcome. I would say long time no see, but I just saw you this weekend, so that was all very exciting.

Todor: That's right. I've seen you a couple times year, two or three times.

Dean: That's exactly right. I'm excited, we got the whole hour here to hatch some evil schemes. And I know a little bit about your story, but since we're doing this on the podcast, I think it would be a good idea to kind of let you tell people the Todor story. And then let's pick up and see what kind of progress we can make today.

Todor: My story, I wasn't really prepared for that, but let's just jump right into it.

Like in my professional background, I was in IT for close to 20 years and I always knew that that would be my last job. I loved my job, loved the organization where I worked, but I kind of had this almost like feeling that I can see into the future that this is going to be my last job. And when it ends, it's going to end and what's going to be happening right after that? I had no idea.

So when the job ended, I jumped right into real estate and I got my real estate license. I had been doing investment properties, like buying, renovating, renting kind of stuff, like small properties for 15, 20 years prior that. So I had a lot of experience in real estate and being a landlord, dealing with tenants, that kind of stuff.

So I didn't necessarily look at real estate as a profession, but I got my license immediately, went into investment properties and it was very natural for me because I had all that experience. So it was kind of a differentiating factor between me and all the other agents.

Dean: You're a natural.

Todor: I had knowledge, experience and skills that the other real estate agents did not. It was very foreign to them and it was like really, really comfortable for me.

So I did that for about a year and kind of like got a little tired from it and got like a little tired from commuting and going and looking for properties for people. And went into student rentals, which was another passion of mine. Because I had student rentals, so investing in student rentals was something that very, very few people knew how to do. I did that for about a year, very successfully and got tired from that.

And I'm like what do I want to do? So I want to bring my business closer to Toronto and I don't have to travel for an hour or an hour and a half out of town. Then I started looking at selling homes and I tried to follow other agents and their systems and got into that. But it wasn't something that I was very passionate about and it shows. When you don't have a passion, like in my case, it just becomes a job and I was not looking for a job, I was looking for something that excites me every day.

And then I met, just like a pure chance one day, I met this guy who invited me to a seminar for a pre-construction. And I was very suspicious of the whole thing and I didn't really think about the pre-construction very highly and I didn't really know. But you know how we tell those stories in our head about the only things that...

So I fell into that, went to that pre-construction seminar, looked into it and then the rest is kind of history. I've been doing pre-construction for the past three years. I absolutely love it, I love my days, I love my career, my life, the lifestyle, the work, everything. I find it very rewarding because it's a lot of psychology, but it's also a lot of creative work. And every day it's different and that creative work is what I enjoy the most. I like writing and that allows me to basically to sell real estate by writing.

It is a little bit kind of weird, but I look at myself as a creative person, as a writer and not so much as a real estate broker, if that makes sense.

Dean: I love it, because that's the thing, there's a lot of opportunity especially in pre-construction to educate and motivate people. And that's really what you're able to do, so that's awesome.

So we got to spend three days together in June when you came to the Breakthrough Blueprint event and then we spent two days together just this past weekend when you were at the GoGo Agent Listing Angel Lifestyle Summit, all through the Archangel Summit, which was amazing.

So tell me, what have you been working on or what's the thing that you'd love to talk about maybe explore a little more today?

Todor: The time in between when we spent the three days in June and the event this past weekend, those two, two and a half months in between I took off. And I was away for the summer basically and my plan right after your two day event was to go back home to Bulgaria, spent the summer there and my goal was to kind of really delve into everything that we went through in the 8 Profit Activators and to just kind of dive deep into every single module and analyze what I've been doing and what I'd like to do when I come back in September.

But what happens is that when I took myself away from the environment, my business environment, like my brain went into a completely different space. And it was just not possible for me to think about work, but it was like really rejuvenating and I connected with a lot of friends and people that gave me the energy and the drive to come back in September and be creative again.

Dean: I love it.

Todor: So in preparation of this phone call last night, I did the 8 Profit Activators quick start thing on your website.

Dean: The scorecard.

Todor: That's right, online and I looked at the questions and it just gave me that chance to figured out where I fall and in some regards, like I'm at like one, two, three and in some regards I'm at like around six, seven on most of the eight sections. And it was really nice. It gave me an opportunity to feel how I feel about what I do.

Dean: It's really interesting what people say about doing the scorecard, is that the way it's set up, it's set up to quantify qualitative things. You're quantifying a qualitative kind of feeling that you have, an assessment of where you are with each of the 8 Profit Activators and sometimes that awareness alone of even what the next two levels are, if you're at a six or seven, to know that there's another level kind of gives that clarity, just even to have the articulation of what it is.

So that's good. What I really look for on those is, I look for people who are highest on the profit activator five, delivering the dream come true result for people. And that you're dialed in on the result, the experience that people are going to have. Because that's really what marketing is going to do is kind of amplify that. And that really creates the bridge for people moving into your after units.

I don't know whether you heard the episode, I did a couple of episodes with Dr. Stephanie, Giovanni's wife or partner. Her whole thing was really doubling down on that client experience, the journey in there. And I love your kind of enthusiasm and the way you are in person that I imagine people have a really great experience of working with you and being in your presence.

You've got an asset in that kind of going for you and then how many people do you have right now that are, what I would call, unconverted prospects? People who are in profit activator three right now, they've raised their hand at some point for something and you've got the opportunity to communicate with them?

Todor: Thanks for that comment and my partner Natalia always tells me that people have like a really great time when we do a transaction with us, but I was going through the profit activator scorecard and I like in myself, like I believe that this is my weakest. And it just goes downhill from there. I don't think and this is what I occurred to me last night because I was thinking about it, I really have to get serious to understand where my business comes from and the whole flow. As people come in and what their experience is and the referral.

Knowing myself or basically what I know about myself, like I have this hunter mentality, like I always like new things and chase new ideas and shiny objects and all that. I am always like in the chase after the next exciting thing. And I kind of like drop everything else and that's just like my natural state, I guess.

But what I see, the biggest opportunity for my business, going back to the profit activator is really creating and being aware of that experience when people come and buy a pre-construction project with me and then obviously that is going to lead to them having this urge to tell about their experience to their friends. And the referral system basically comes natural.

This whole second part of the business is something that I have not focused any effort on. And now I'm thinking like, if I apply myself a little bit more here, then it will just even accelerate my success at the beginning, which is find the deals, find the clients, connect them to deals, move on.

Dean: Part of the thing is that it's not a fast cycle either. The thing you're in, people are making a decision that they're buying something that's not going to be ready for at least two years probably. And maybe more.

Todor: So going back to your question, how many people do I have unconverted in my database right now? I don't have the answer to that, but I would think they are in the hundreds.

Dean: So you've got hundreds of people right now that you know and this was what I say is that these are visible prospects, meaning on some level they have raised their hand that they're somewhat interested in pre-construction condos.

And that's the thing, anytime with buyers of things like this, those are invisible prospects, you can't get a list of people who are looking to buy pre-construction condos. Like you can get a list of people who have high net worth and that have high income or you can get people who are a higher probability for that or fit a profile of the kinds of people who might consider pre-construction condos.

But the valuable thing that you have is you have hundreds of people right now who have indicated on some level that they are interested in pre-construction condos and knowing that it's a long educational cycle. Not many people are making an impulsive decision to buy or invest in pre-construction condos.

Todor: Very true.

Dean: Showing people and educating them about what's going on, the good news is that what fits right into your natural desire for the new stuff is there are constantly new projects coming on. There are always changes in the market.

And what it really comes down to is just being able to document all the things that are going on and bring these people along with you on the ride. We talked in June when we were together about this idea of a flagship communication, that is either a video or a newsletter. I know you like to write, so emails, as a good way of doing this. A monthly newsletter report, those kind of things are really going to be in your wheelhouse.

That's part of the joy of being an entrepreneur is that you can set things up so that you just play to your strengths. So I like to talk more than write.

Todor: I think I enjoy writing. I enjoy collecting information and data and kind of analyzing it, but then distilling it down to what's important to me. What kind of jumps at me and what do I see in all of that information that is coming out.

But one technical question here that I have for you, so if I was to come out with let's say the report on pre-construction real estate for November, what I would noticed is that I'm just opening up everything here, but what I've noticed that, a lot of the developers and salespeople from the developments are watching me on social media and everything that I do.

So when you start comparing one project to another project and you start stacking them up and say, well, this is the better project for me and this is not as good, like how do you not alienate people on the developer side? Those relationships are very important for me, you understand that?

Dean: I get it and so you have to kind of make a decision of whether you're going to be an opinion leader or whether you're going to be a fact purveyor, whether you're going to be like consumer reports that bring out things and give them a rating and give your opinion on stuff. You have to decide who you want to be a hero to ultimately.

And weigh it all out and it's good to have the conversation about it, because there are ramifications of dialing into one way or the other. If you were just going to do something, if your top priority is to maintain your relationship with the developers then you're only going to say glowing things and things that make the developers look good. You're going to focus on the positives there.

If your dial is that your fiduciary or your commitment or your sense of concern or responsibility falls over to the buyers, to your clients, then you may say things that are opinion based on which is actually a better view. Which is a better investment?

And that I think that balancing that is really going to be the kind of editorial decision that you have to make around how you position things. I remember Gary Vaynerchuk saying when he first started Wine Library TV, doing his wine, show he initially thought that it was going to be like QVC for wine. He was going to come on and he was going to sell people on buying the wines that he was tasting. And demonstrating them.

And then he realized that this was going to be on the internet forever and that he can't like fake that. So he can't say how great something is and then somebody buy it and have a bad experience with it and then think that he was lying about it.

So he made the decision that he was going to say exactly what he felt and he hasn't looked back. And he had to juggle that responsibility or the ramifications of some of the vineyards that they worked with, that they sell the wine in their retail store, were not happy with some of the things he said about their wine. But ultimately they understood that he's saying make better wine.

Todor: It's an opinion, it's just like one person's opinion, correct.

Dean: I think insight is a good thing, I think that opinion is different maybe then insight and awareness and analysis based on principle based things. If you're saying and I think that one of the things we talked about in June was really coming up with this idea of what would make a five-star property for Todor? What would be the thing that would make one property better than another? If there's a scorecard or a rating or something that's a fixed form of comparison and evaluation down give people sort of a real way to compare things.

Todor: That is absolutely brilliant, I don't think I've ever seen anybody do that and I'm definitely doing that.

Dean: It's like in a Morning Star or some of the financial companies that rate, they compare mutual funds, doing it on an objective basis, looking at these sorts of parameters. And that way, it takes your opinion out of it in a way and you're just helping people.  You're kind of directing people in a way that gives them the gist of the thing.

And they know if Todor says that this is a five star property or six or seven star, whatever your rating system is, that that's a win. Just like the rating systems from wine, it's like an objective, analysis based conclusion.

Todor: That is absolutely brilliant. I can actually picture myself with that scorecard and I'm not going to do it, I'm actually going to give it to clients to fill in. It's going to be a very simple instruction on what it’s like let's say five fields and they evaluate all five fields and they score them at the end, they calculate the score.

So if it's like within let's say eight to 10 score, then that's a clear buy. So when they go and see three or four different projects, they can fill the scorecard for different units, for different price ranges and then they can see how it scores for them.

Dean: That way it gets the you get involved in helping people with the decision process. And I think then  there's more. I mean the velocity that the new projects are coming on, I mean are there new projects every month?

Todor: Many projects a month, yes, every month.

Dean: That's so great that you've got this fount of new information that's constantly coming and if you're like the place to go for all of these, as the new ones come on and you're really kind of educating people about the new projects, that will become your flagship.

I would say at least every week, once a week at least, that you are sending out a very consistent and contextual of flagship, that every week you're following kind of a format of here's the new project, here's the ones that I think what would be really valuable for people is if you looked at the different perspectives. Here's the projects that are announced but not yet available. Imagine they announced them first before they're ever available to buy, here's what's coming, here's the ones that have just been...

First of all, is that true that they announce the project first and is there a period of time that people know that it's coming before it's available for pre-construction sales?

Todor: Yeah, people that are looking for that information, they can find information of what projects are coming up. And then typically the builder would call on a group of agents that they have on their A list and will give them first access and depending on how popular the project is, sometimes the project just sells within that group. And there's nothing left for the public or for grand openings or for other agents. The project is gone, it's sold.

And sometimes you go into a second phase of sales when the circle of agents that are invited to bring clients gets wider. And after that, they may have a public opening. So depending on how big and how popular the project is.

But one thing that I'd like to have your coaching on, your idea, I started with a real estate investing club where I'd host monthly meetings and we just chit-chat about real estate.

Dean: I like that.

Todor: At that point I didn't even have a real estate license, so had I had no business to transact on, it was just purely passion and purely information sharing. I had no goal when I was hosting those meetings. And that kind of club gained popularity, momentum. A lot of people joined and then when I got my real estate license, I was still not selling to the club, it was just like purely informational.

And then when I got like really busy with pre-construction, I used the database but I stopped the meetings, because I was just busy. But lately I feel that even though my email database has grown to a very large number, I'm losing connection with people. So I have this like big number of emails in my database, but I don't see faces.

And I'm thinking, just my fear is like what if all of them all of a sudden, because I don't have this personal connection with them, what if they start chasing another shiny object, which is very natural and then ignore me all of a sudden? Then I have nothing.

Dean: So when you were in Bulgaria for the last summer here, did people hear from you over the summer or did you completely take the summer off?

Todor: Not at all.

Dean: So part of it is that you almost need to, there's nothing wrong with taking a seasonal approach to something, like if you did it over the school year from September till June, you've got your season of the report that comes out every week. That I think has got to be step one. You have to start getting that context going before we then start adding new people to it. You kind of build the way that you're doing it.

It's kind of when you set a weekly context for something, you start to get into that rhythm and people look forward to it. I do a podcast every single week, every week there's a brand new More Cheese, Less Whiskers podcast on Sunday that everybody can get into that rhythm, that's what's coming. So that sets the tone for everything that you get to do around that.

So whether you would like to just have it be a report, like just the written part of it, if you prefer to only write, that you set it up like a weekly newsletter type of situation. And if you can include in that, if I were going to do like just a weekly report like that, I would probably package it as a PDF with a cover, here's what's going on inside, with charts, with something that is educating people about what's going on in the market.

And then you get the opportunity to send an email to everybody talking about here's this week's report. And you can talk about some of the highlights that are inside. And then you get the opportunity to direct people to the next step.

So when you start thinking about it, what are the next steps that are going to make the most sense for people who are considering pre-construction condos? If you've got the specific project info packs or whatever you want to call it, if there's a specific project they're interested in, that they can get the full scope, your full commentary on that project. Whether it’s if you're hosting or setting up pre-construction condo tours or something, where you're going to... or an evening with the developer or if you're focused on a particular thing, if you start your investment club approach back up.

How often were you meeting? Once a month?

Todor: We were meeting once a month.

Dean: So maybe if it's like the third Tuesday of every month, you're meeting with this pre-construction condo club or meeting or workshop or some way that is an educational bit, but also is specific new information about a particular project, that might be a useful thing.

Todor: And this is what I found myself, like I missed that part, the educational and the sharing and just getting together with people and just talking about what's happening in their lives and what they want to do with real estate and what's real estate doing for them. It gave me a lot of energy but it also gave me a lot of insight and then from that insight, I get ideas of, okay, so this is where people are being stuck. These are the things that they are trying to overcome and if we do that, then we can overcome this and we can move forward.

So basically the business was created out of those conversations.

Dean: And that gives somebody something to steer towards, like all we want is that these people are getting this weekly report and in that report, that's either going to elevate their interest to the next level. So they can say, I'm really interested in this project, can you get me to think about the info pack or the perspectives or summary or whatever you want to call it, the report on this project. That they can say I'm interested in this one and then the next offer, so whatever you're saying plus whenever you're ready, here are three ways we can help you. This is the magic of what we get to do with these emails that you're sending every week.

We get to say whenever you're ready, here's three ways I can help you. Number one, get the full info pack on any condo project that's available right now. Just reply to this message, put the name of the project in the subject line and I'll get you the full info pack.

Or number two, join us for our pre-construction condo workshop on the first or third Tuesday of every month. And we'll talk about all the new projects, the special guests with developers or whatever it is and that might be a great thing to get people who are sort of circling their wagons, getting everything ready to make a decision. They're sort of getting more actively investigating things, getting comfortable with things.

And then what would be a third thing? Like what would be the next level that would be something that people might do to indicate that they're really close now to making a decision? What would be a precursor?

Todor: I was thinking about offering one-on-one meetings, but then I have to be careful with that, because I have to figure out a way to pre-qualify them somehow, so I don't spend a lot of time in endless coffee meetings. So when it comes to my time I've very stingy.

Dean: I get it and I think that you may be creating a bigger imagined problem than it actually is, but you might want to see an experiment with that first. And then that's the way, that even if you have a calendar set up that somebody could go and do this.

One of the things that I love about it is on the residential side, we do things like, we do daily tour of homes, tour homes every day at 10 o'clock and one o'clock, that makes it sound like anybody can just jump on the tour. The thing that we really want to trigger for people is that they don't feel like you're going out of your way, they don't want to feel like they're obligated.

Even though they are, it's so much more powerful, the best sort of obligation that you can set up with people is the inherent obligation that they feel to balance out the score, rather than you trying to force them into compliance.

Todor: Wonderful. We tried a condo tour a couple of times with my partner Natalia and it was very successful. We had 10 or 12 people-

Dean: Perfect, maybe that's the thing that you do that every Saturday, for instance, or if you do it on a particular day or whatever or a particular thing that people know, oh, I'm going to jump on that tour. When you get into this what people can count on as the boundaries, the predictable boundaries of where you are that, if they know that when you have these recurring things, that people get comfort in that. And they start to now build around, okay, that's going to be my next step. They may come in and they may just start reading your weekly newsletter and then maybe they get your monthly report of, the more in-depth more report of what's going on and then they see that they can come to a once a month, they can come to the workshop or that they can come on a Saturday tour or a Tuesday tour or whatever you set up.

That gives people a sense of consistency around it, because if they observe it and they see that, okay, I'm feeling comfortable, every week I get this report, every month I get the newsletter. Or the journal. Once a month, we've got the workshop or every week I can jump on the tour. Or I can get all the info about a particular one. People are getting the lay of the land and they feel confident that now whenever I'm ready, I can move forward here.

Something's going to trigger that you're going to be talking about a particular project and that's going to be, I think that's the one, I know I'm going to get the info pack on that particular project.

Todor: This is amazing. It's really coming together in my mind right now, just by listening to you.

Dean: It's almost like the skeleton around it.

Todor: The other person that you brought in on the weekend to speak to us, Sally and how she was talking about like being different and now I see how, just by doing what you're saying, that would put me in a very different light. I'm not going to be one of these other agents that are all sending emails and just like so much more depth and it's different. Useful.

Dean: And you're totally appealing to people who because everybody who's going to do something is going to investigate first. They will be in that investigative phase and as they're investigating, you being the source for them to get factual, objective information, that's going to help them compare, that's a really great thing.

And it's kind of an interesting thing, if people had... you talked about Sally Hogshead, is who you're talking about that came and joined us on Sunday, now her assessment, how to fascinate assessment is really a wonderful thing for people to get a sense of how they are uniquely viewed in the world.

And there's a lot to learn from that. When you look at the way, having a scorecard or having an assessment or having something that would help people discover themselves and maybe categorize themselves as an investor profile, that's going to make certain projects more compatible with their investment approach than others, that's something that can be proprietary. Now you're really doing something that nobody else is doing. And that is really helpful for them.

Todor: Absolutely. It just elevates the game. A lot, for sure.

Dean: And once you set up that structure, that structure is like the skeleton of your system there and then you're flushing it out with all of your content and things are now coming to fit in this context. You know that you're going to write a great weekly email, that's going to give people insight, that's going to be valuable, but also be a joy for you to create. If you like to write, then you're going to fit it so that you get to it that your content creation is joyful and effortless. If you're doing something that you really love.

For me, I like to talk and doing these podcasts is joyful and effortless, because I knew that I'm going to talk to... I know that I'm going to dial in on the phone at noon and Todor is going to be there and we're going to have a great conversation and then at one o'clock, we're done. There's no way for me to procrastinate it, there's no way for me to get distracted while we're doing it.

I'm 100% focused for this one hour and I feel energized at the end of it, not drained, because I'm always excited that we really hatched a great scheme and I can't wait to see this take off and get into action. And I know that when people come on and we have these conversations, that's how they feel. Just hearing you talk about this now, the clarity that you're getting in this energizing for both of us, because now you've got a track to run on.

Todor: It's like almost immediate clarity and almost like new ideas that have been kind of living somewhere in the unconscious mind, they just come to the surfaces like, yeah, that's what I have to do.

Dean: And there's part of the thing, whatever media you can do, I mean if you really look, it's about digitizing what it is that you've done. So it's either text, by writing or it's audio by talking, or it's video by recording that or it's images, pictures and graphics and those kind of things, that are going to help people. That's all there is, that's the 100% of all content is made up of those four things, those four base ingredients.

And so the thing that I love about the audio is that I get the audio form of the podcast, but we also, as soon as that gets transcribed, that becomes then text, that fuels the three emails a week that we send, based on the content that I talk about and get transcribed from the podcast.

So it may go the other way for you that you may like, your base line way of capturing content is writing and then you may be able to get together with someone and talk about it or go over that at the workshops. And you may end up live-streaming or recording the workshops, so that even if people can't make it physically to the workshop, they can watch on Facebook live or watch the replay of it. Or get the benefit from it.

Todor: Absolutely. I feel more energized now.

Dean: And you may take video tour of where all the new projects are too, especially when they're at different phases. I think will be valuable for people now making a decision is to as I mentioned earlier, talking about the projects that have just been announced and the projects that are being released now, available for sale or about to be. And then also the ones that are closing this week, that started two years ago. And then analyzing what happened because I think it would be really exciting for people to see what could have happened if they had invested two years ago. Here's how this plays out. The more evidence that they see of real situations where this is how it played out, that they had to make investments on day one. And then at this level and at this level, this was the ROI, that people would have gotten on those now.

That's valuable for people going forward and imagine, you've been doing this report for three years now and you've got years’ worth of all the projects that you did two years ago-

Todor: I have projects that are just completing the cycle, so that analysis of what happened over the last three and a half, four years and where people were at the beginning and what happened in the middle and what's going on at the end, it's really cool to see. And it's also very cool for me, because at that time I was just predicting it, but now that it happened, this is exactly what I was talking about and it happened. And it happened to many people, it can happen to a lot more people, and just exciting.

Dean: I love that. It's exciting because I love longevity and that's the kind of thing, like it's exciting to me, this last week, getting all the results from Toni Kelsey to add to the fifth year of our five-year case study, to see the ROI going up, to see the total transaction and the volume just growing steeply in that curve, is amazing. I love to see stuff like that. I can't wait to see how it plays out after, imagine what a 10 year chart is going to look like.

Todor: Exactly, it's going to exponentially like grow from where it is today.

Dean: Absolutely.

Todor: The critical points where you showed us this graph was just overcoming the initial three or four months. Once you get over that hump and once you get over, like once you decide not to fall for the logical, in quotation, urge to quit because it just doesn't make sense anymore.

But you just stick it a little bit longer, then magic happens. And I've seen it again and again, because my style in real estate is always education. And it's always helping. The transaction, the commission, the money, this is just a byproduct, it happens, so it's not really something that I'm not focused on making that, but I'm focused on making the experience, the education, the decision, the selection process, the connection, that's what I'm always focused on making. And I know that the rest just falls.

Dean: So what's going to be your action steps here? What have you heard and taken away as your notes there?

Todor: I'm going to re-listen to the conversation again obviously, but from what I remember for now is I really connected with the idea of this scorecard where I can have clients evaluate properties that they see are, based on some common criteria and descriptions. And then they can see for themselves if that fits or it doesn't fit and it just moves them forward. So that scorecard is something that I definitely want to do.

The second part was that report that I'm going to start coming out with every month or so, that will just basically a bird's-eye view of the landscape in GTA pre-constructions for the month. We've got these projects going on and this is what's good about this area, this project and all that.

Then restarting the club and those educational sessions, for sure. Working on the three things that I can help people with in my email signature. Really dial that in. Just get more opportunities to engage people in a conversation, in a bigger group, whether it's a club meeting or a condo tour or like a video seminar, something along those lines.

Dean: And it might be an interesting thing to look back now and say, if you had a book for people who were considering buying pre-construction condos, to kind of educate them and go through that process. It could be a great way for people to start the process.

Because that also then becomes a referral tool for you.

Todor: It's almost like what you need to know if you're considering pre-construction.

Dean: Start with that, don't ask that question, but go to the next level. Here's what you need to know, if somebody's looking at that as the guide to investing in pre-construction condos. That's really what people would say, what would be the dream come true for somebody who's thinking about investing in pre-construction condos? What would be the title of the book?

And this is something that you're going to come up with after much thought and just reflection. When I'm titling something or I'm thinking about something as a writing project, I'll create what I call a word palette, where I'll think of all of the words and things that are both positive and negative. The best words and the worst words that people want to avoid, to get this palette of what the tone of everything is. And then come up with a book title that is compelling to the person who's thinking about investing in pre-construction condos.

And offer that as a way for them to start the ball. And then you know when they do that, we treat that as if it's the portal to your office. And we just have a conversation with them, find out, are they five-star prospects? Are they friendly and cooperative, are they willing to engage in a dialogue, are they friendly and cooperative? Do they know what they want, do they know when they want it?

We have a conversation about that and then you've got all of this infrastructure that's completely set up to nurture a long-term relationship with people, to educate and motivate them until they're ready. That's why we always say in the thing, whenever you're ready, here's three ways that can help you. Get the info pack, come to the workshop, join us for a tour.

This is exciting. I think we really architected out the framework for you, the structure of it.

Todor: Yes, for sure.

Dean: And now it's nice when you've got that context, the content is, you've got constantly a new flow of content, you're not having to make stuff up. You've constantly got new things happening, the market is changing, the environment is changing, new projects are coming on, new projects are closing, new happy clients that are getting their checks and all the things that people are hoping for.

It's all very exciting, Todor.

Todor: It is. I am already getting ready to go and start implementing.

Dean: I can't wait. Keep me posted and let me see the results here, get it on your list and see everything as its unfolding. I'd love to watch and observe and add input and help you out however I can.

Todor: For sure, everything that I implement I'll let you know how it goes. I'm sure it's going to be successful. It will also increase the results, for sure.

Dean: That's awesome. Cool.

Todor: Thank you so much.

Dean: Todor, I enjoyed it, it's always nice to talk to you and I look forward to seeing you again soon.

Todor: Likewise, thank you so much Dean.

Dean: Thanks Todor.

Todor: Have a wonderful time, bye-bye.

Dean: There we have it. Another great episode, thanks for listening in. If you want to continue the conversation and go deeper in how the 8 Profit Activators can apply to your business, two things you can do. Right now you can go to morecheeselesswhiskers.com and you can download a copy of the More Cheese, Less Whiskers book and you can listen to the back episodes, of course, if you just listening here on iTunes.

Secondly, the thing that we talk about in applying all of the 8 Profit Activators are part of the breakthrough DNA process. And you can download a book and a scorecard and watch a video all about the 8 Profit Activators at breakthroughdna.com.

And that's a great place to start the journey in applying this scientific approach to growing your business. That's really the way we think about breakthrough DNA as an operating system, that you can overlay on your existing business and immediately look for insights there.

So that's it for this week, have a great week and we will be back next time with another episode of More Cheese, Less Whiskers.