Krista Mashore on Using Video and AI to Build Lasting Client Relationships

Host1 00:00

You know, I've spent almost 1.8 million dollars on my education over the past eight years.

Host 00:04

Is there ever that time where you're thinking, like, what am I gonna get out of this?

Host1 00:06

I don't really belong in here, and you have to kind of fight through that.

Host 00:09

You gotta do a good job. Like, you gotta back up everything that you've said that you can do.

Host1 00:13

People spend millions, billions of dollars marketing themselves, developing this reputation.

Host 00:19

It's a really simple formula, but it's one that's extremely successful. What's up, everybody? Welcome back to the Partner Profit Podcast. I am so excited for my conversation today. You're gonna get to hear from my very, very, very, very dear friends in the real estate industry, Mrs. Krista Mayshore. Krista, thank you so much for being on with me today.

Host1 00:36

Thanks for having me, Grant. It's been a long time that we've been friends.

Host 00:39

It has, yes, a very long time. Um so for the people that maybe don't know much about you, give us a little bit of the backstory. How'd you get to where you are today?

Host1 00:46

I am a real estate and mortgage lender coach. And recently I'm also coaching entrepreneurs about AI and how to do sales and marketing. I was a top 1% real estate agent for 19 years. I've sold 2,300 homes and specialize in like kind of like you back in the day, Facebook marketing, video, social media, sales funnels, that kind of thing.

Host 01:07

Okay. I got a question. How do we turn our relationships into revenue? Give us all the secrets. You're really good at this.

Host1 01:14

I think just people before things, right? It's like you just kind of, you know, it's like we, you and I were talking, and you've been able to, you're doing we've done 30 podcasts just in a few short weeks because of your relationships, right? It's like people want to work with people that they trust, and they want to refer to people that they trust, and they want to help people that they trust and like, especially with just the way the world is right now with AI and and people hiding behind their computer and you know, afraid to answer the phone, afraid to refer anybody or afraid to click. It's like relationships have never been more more important than than ever. And also the lifetime value of a customer is 16% higher when it's from a referral. And so it's really important to, you know, referrals and partnerships and friendship is is huge.

Host 02:04

How how do you how do you develop that trust? And I know something that you've crushed it with over the last decade, as long as I've known you, is video. Um, so I don't know if that's gonna be your answer or not, but like how do you develop trust with an audience or with a person so that those relationships can form and you can do business together?

Host1 02:22

I think you know, like actions speak louder than words, and and I think also when you do a really good job, that like the word of mouth from other people travels really, really fast, and you get like refer like raving fans, and it's just a matter of your actions. You know, it's like you you do what you say you're gonna do, you over-deliver, like part of the for me. I've had the same students for like some for seven years now, and they're like, We're never leaving you because you always give us more and more. So I think that that relationship is it's even about the like the service that you provide, right? It's developed through show, not tell. I always say people before things and the things will come. If you treat people well, everything comes, right? Like people over profits too, I I think is is a lot. And it's things just take time, I think. I think it just it just takes time. Like even, you know, you and I, like we've developed our relationship over how many years has it been now? It's about seven.

Host 03:14

It's been a long time, yeah. And we kind of like kind of like pseudo-started as like competitors because we were teaching people the same things.

Host1 03:20

Yeah, yeah, yeah.

Host 03:21

But then there was a time where I was like, I don't think we're competitors, I think we could work really well together. And yeah, yeah, that is that is the case.

Host1 03:27

We kind of were, but you um but I mean it was different, but it's like it never really felt like that. I think back I might have had a more scarcity mindset than you did back in the beginning, that not not so much I've evolved over the years, but um, but you were always really good at just adding value and you know, and we kind of both just sort of co-reciprocated and always very much great respect that was earned. You you have to earn it, right? Just like anything else. I think that's how the the best developed relationships are uh are given and and giving without expecting anything in return. Like let's let's be honest in in bur in business, there you always are hoping to have something reciprocated, right? Like you're not doing something just for philanthropy. People are in business to make money and to do business. That then there's nothing wrong with that. That's the way humans are, because we all need to make a living. But also like really truly having a servant heart and truly caring, and then then it all just kind of and and knowing that it just takes time, right? I think the way the world is, people are even more afraid and fearful because there is a lot of, you know, bad people out there, I guess to say to say, and there's also a lot of great people, but just giving it the time it takes, and eventually it just happens, I think.

Host 04:33

I think you're right. I've heard a lot of people say this that we're in a trust recession uh with the rise of AI and with all this stuff going on. What would you say to that? Because I think relationships do naturally just take time to develop. It's it's something that everybody really wants something today, and they want something yesterday, and the the day before that. Like everybody's like, let's just get to where we're going as fast as possible. That's not really how like the best business relationships that I've seen form. But what what would you say to like the trust recession comments? Where do you think we're headed?

Host1 05:03

Well, research shows that the more uncertain a market, the more trust is needed, right? And we, I think in every aspect of life right now, we are in an uncertain market. Like the world is so afraid of and quite frankly, like as much as I'm an advocate for AI and I love it, and I'm I'm I'm obsessed with learning about it. I've I mean I've spent hundreds of hours, no exaggeration, and over a hundred thousand dollars hiring coaches to learn it. Because I know so much, it is scary. Like it can be really, really scary. Like it's like it's just in the past two weeks, what's happened with AI is just unbelievable, right? Like with you know, the clod bot, clod code, whatever you want to call it, the it is bot that we said.

Host 05:43

The mult the multbot. I I watched that like unfold on Twitter and I was like, Me too. This can't be real. It's like, is this really happening? Is this really happening? The timeline of that was just wild over a couple of weeks.

Host1 05:55

It was, but it's it's like, you know, because of that, it's like people are afraid and they and they they should be. So we have to really earn people's trust by adding immense amounts of value and being real. I think it's never been more important to be real. Like fake book is Facebook, right? I just think you just have to be yours yourself and be authentic, and people are they're craving realness, they're also craving connection. At the same time, they're craving connection, they're also have never been so far from connection because of video and social media and you know the world changing from COVID. I know it's been five, six years now, but it really changed the way that people do everything. I mean, I I'm very much used to be way more extroverted than I am now. I'm like an introverted extrovert kind of a thing, where it's like I'm so alone so much and at home so much, working as much for myself, that like when I go to social situations, I'm uncomfortable. And I have to, it's like I'm the one that goes to my room and like works, and I'm like, Christy, you're supposed to be here, you know, socializing. And so it's it's getting harder. So I think it's harder now to develop relationships because people have changed so much. So you have to really understand that things take time, and the more sincere you are, it's gonna help. Like just being a real person, you know, going back to being being a real person.

Host 07:07

It is deeply valued. I will say for sure, your energy is definitely different today versus past conversations that we've had. You've normally are very outgoing, very extroverted. How is it being what you just described as an introverted extrovert? Because I've had a lifetime of this, and this is seems kind of new for you.

Host1 07:24

Yeah, yeah, yeah. Oh, I I'm do I seem a little a little I'm I'm a little tired today, so if I seem seem like that, I like my mom and dad were like, we were just talking about this last night, and they're like, oh my god, no, you talk to everybody, everywhere you go, you talk to everyone. I'm like, because people know me, right, right from my marketing and stuff, but I look, I mean, legit, I'm uncomfortable now when I go to places and and like I have to like really okay, you need to go up and talk to these people, and it's just I'm more awkward, you know.

Host 07:50

It's kind of always been that way. Like, if you put me in a room with like five people, I do not want to talk to anybody. But if you put me on a stage of like 5,000, I'm gonna crush it. Like, I've never been able to explain that to people, like, I don't know why that is, but yeah, that's just kind of how I am.

Host1 08:02

Uh I I've become that way too, which is which is so weird because before I would like the most outgoing person ever, you know, I talked to the whole my husband when you got to eat, I'd be like, quit talking to everybody. And now he's like, he's even told you have changed over the past couple years. But and it isn't because I don't love people, because I love people. I'm a total people person. It's just it's just the environment. Like, you know, I think a lot of people that work from home are victims to their circumstance and to their environment that they're in, which is less social situations and less social interactions. And also, I mean, Grant, like, it's really crazy because of the the phones and social media and all these social networks that youth are having a really hard time with developing relationships and the stats on, you know, men never going up to a woman, you know, and they're 30 years old, or the amount of men that still live at home under the age of up to age 30. Like it's crazy the way the way the world is. So that means that I think people crave relationships more than they ever have, but it's also it's also harder for them than it ever has been for a lot of people to get them.

Host 09:08

It's a fascinating conversation, but it's a real conversation to have. I mean, it it is irrefutable how much everything has changed and how important it is today more than ever to build real relationships and real connections with people if you're in business. Um this is something that I think that you've done a phenomenal job, job teaching people how to do at scale, like how to have a relationship one to many, how to have how to, you know, through content create create videos or create social media content or email marketing campaigns that help you develop relationships with people at scale. But I'm finding it is getting harder. People want to connect with people that are real, like you're saying, that are maybe a little bit more vulnerable than they've been in the past, that are sharing a little bit more about themselves than they've ever shared, because it's it's just so hard right now to know what's real and to know who's real.

Host1 09:57

And one of the things that I've so crazy too with the whole clone thing. It's like it's this everyone's so interesting with a clone. It's like people, people.

Host 10:06

I think it's a ridiculous idea. Like you're you're outsourcing your relationship with your customer, and and the thing that I've noticed about AI is the more you use it, the less you as a person seem to, or me as a person seem to critically think, or with copywriting or social media or anything is like the more you get accustomed to just letting that thing do your work, the less of a skill set that you seem to be developing as a person in business. And so I'm not like, what are you gonna do if you're like your AI content puts out a bunch of stuff, you got no clue what it is, and people start asking you about this or asking you about that. I think it's um I think it's a slip-way slip. I don't know that it's a good idea.

Host1 10:44

Well, especially in in the real estate industry, right? It's like it's you need to trust more than anything, and it it can almost do the opposite. And it's also it's just giving people, it's another shiny object that if you're unless you're really gonna use it, then why waste your time doing it? Which is a lot of of that right now. But yeah, I think people want they're missing real and authenticity. And and I will tell you, one of the things that I hear a lot about, like me, is like we love Krista because she's so real. And like I can't even help it. I like she's so authentic. She just says it like it is, probably too much sometimes, right? And I think that people really miss, they want that, and they want to know that we're all like people that you know, they don't put their drama all over Facebook, which don't do, but the point is that people aren't like, oh my god, I have the worst life and I have a shitty marriage, and like you know, people aren't doing that, they're showing you the highlight reels of of their life, and so sometimes to have people say, Man, this is going, I'm going through this, or I went through this, or this, you know, here's how I'm dealing with something, people are like, they appreciate it because we all uh go through things, you know. So I think it's you know, you you've I actually learned about the parasocial relationship from you, you know, many, many years ago. It's like you create content that creates a parasocial, one-sided relationship, kind of like when you're watching TV, and that's why content is so important, but a part of that content has to be real, yes, right? Like struggles we've gone through and things, yeah.

Host 12:06

I mean, if you look at some of the most influential people in the world, they have shared some of their deepest secrets with the world. And I think that's why they develop like that's why you develop so much trust, or we develop so much trust. You go to parasocial relationships. For those of you that don't know, a parasocial relationship is where one person has a relationship with a character, typically like in movies or TV shows or those types of celebrities, and the other person has no idea the other person exists. Well, this has become really common in social media because we have this new medium to communicate and connect with people. And in in thinking about like celebrities and high-profile people, I'm gonna go this direction with the podcast. You have developed relationships with some incredible people Tony Robbins, Dean Graziosi, Russell Bronson, and others that I probably don't know about. So I guess I would ask you, how do you do that? How do you develop relationships with these really high-profile people that have helped you in uh you know a number of different ways in business?

Host1 13:01

Well, I've paid to be in the room. I've I buy my friends.

Host 13:05

So you're not the first person to say that on the show. Like that's it's it's a good strategy. But dive me home.

Host1 13:11

So I pay to be in the room with people who are doing things that I want to do or doing better or more than than me. And I'll tell you, I feel very uncomfortable a lot of the time. I remember I remember when I first, you know, hired Russell to be my coach, it was like I didn't even know what a funnel was, you know, and I'm sitting in this room thinking, why am I here? I don't even know what this is, I don't really belong in here. And you have to kind of fight through that. But I've I've paid for for those relationships, and then you know, I've earned the right to, you know, like I've I've spoken on Tony and Dean's stage at their challenges, and I've spoken on Russell's stage. And just by being adding value and not and like serving, not selling, not asking for anything other than return and being a really good student of what they're teaching me. So obviously, because of me being a good student and doing well with their stuff, they want to promote that success because it helps them, right? And it isn't even so much even about me, like to be very frank, it isn't even about me as a person. In most cases, it's like that she can help me because I helped her, so let me promote her. Does that make sense? I know most people aren't even saying that to you, but that's that's the way a lot of it is. It's like, and we all do that, right? We all we all do that. Oh, this is my success student, they did amazing. Let me put them on stage because then it's showcasing that I can help other people that are, you know, 48-year-old women, you know, whatever it might be.

Host 14:28

Was there a time where like you go back to reciprocity, how so many people like they're thinking about like themselves, what can I get out of this relationship? And what you just said is like, pay to get in the room, give as much value as you possibly can, and be a model, basically, like be a model student for whoever it is that you're working with. And what like, is there ever that time where you're thinking, like, what am I gonna get out of this? Or it's just like, no, no, no, I'm just gonna give as much as possible and it'll get it'll come back to me some way.

Host1 14:56

Well, when I joined those those type of rooms, it's just to learn, right? So I'm not there with like I want to be on their stage or whatever. I didn't even that wasn't even a thought, honestly. You didn't even know about it when I joined most of these these things. It was just how can I learn to be a better person? How can I, they're teaching this skill set, they've mastered it, they're great at it. I want to learn and collapse time frames from somebody who's done the thing that I'm trying to do. I want to make sure I do all the things right and don't do all the things wrong. That they, I want to walk their path in the in the in the right order and skip all the bad steps, right? So that's what that's why I've hired, you know, I've spent almost $1.8 million on my education over the past eight years. Like paying to be in masterminds, paying the best consultants, paying, you know, the Facebook specialists, the uh you name it, YouTube, every single salesperson you can imagine, marketing person, from Alex or Mosey paying, you know, to Russell to Dean to Tony to all of them. Um, and and just do it like being a good student and just doing what they say and and having like wild success with it. And then because of that, and never asking for anything. I wish I was a little bit more aggressive with it. Like I get a little kind of in my head and a little nerdy and feel I don't ever want to bother people, so I don't I I'm not like the one that's like, take a picture of me, you know, right? Like that kind of thing. I'm always like, I don't want to bother you. Um, and I don't know, maybe that's that's been helpful, but you know, like for example, with Russell, I mean, I gave him my entire, you know, three-day event model. I was like, here, you know, here you go, take the whole thing. And I've spent millions of dollars developing that, right? And I did do that strategically. I'm like, you know, if if I give this to him and it helps him, maybe I'll be able to, I was getting ready to launch a new avatar, maybe he'll see the success and he'll put me on his his stages, which is exactly what he did, right? So it's a matter of what can you give with and with the likelihood that most likely you won't get back anything ever, but sometimes you do. And yes, we all have ulterior motives. It's not like if we're in business and we're joining a business situation, I mean, let's be honest. You don't go on a listing appointment and hope that somebody else gets the listing. You go on a listing equipment hoping that you get the listing. You know? It's like it's the same kind of a thing. It's just it's just in a different manner.

Host 16:54

Do you think that this philosophy works on like a hyper-local level? Like, let's say two local businesses are, you know, somebody's out there looking to partner with somebody on like more of a hyper-local level. Like what I'm extracting from this conversation is pay to get in the right rooms, give more than you get, give without expectation, be a model student, meaning like help them in any way that's important to them, and you know, that's gonna look good, and and not just don't expect anything. Like, do all of these things.

Host1 17:19

Do you think that that strategy that kind of works with anything, any national relationship, local relationship? I mean, you know me. I mean, I've always done help local, and I it's always about serve, not sell. Like you're always on a job interview, somebody's always watching all the time. How can you add so much value to where so this is a really good example where I will I've told teach my students to teach marketing principles that I teach them to local businesses. So without asking anything for you, and like to make their own like business networking event, but a business like a BMI, a business marketing type event where they teach them marketing. And then by doing that, right, they see the level of skill set that the agent has. And then inadvertently they're teaching, oh, here's how I market homes, and here's how you can market yourself, and here's what I do. So they're actually doing like a little mini listing presentation to all these local business owners, adding what they need more than anything, which is marketing help because they don't know how. And then they're attracting a the type of client, business owners who have other types of clients that probably would be more likely to want to work with them, right? All from adding value, and inadvertently there's a huge domino effect. So it all stems from like, you know, giving away the farm without because they can't do it anyways. And the more that you give, the more they're gonna realize, oh, I need that, I need the help, or this is the person I want to refer to. So yes, it works with anything. You know, yes, 100%.

Host 18:42

Yeah, I I would be apt to agree. I think that it's a winning strategy. You know, if you're if you're hyper-local, if you're in in a local market, identify the people that you want to work with. If you must pay to get in the room, a lot of times on a hyper-local level, you don't you don't tend to have to do that. But I I I've always had this attitude, and I think you have too, is like we can pay for speed. That's why we join masterminds and run advertising campaigns and do all this stuff. Like, just pay. Like Tony Robbins will let you in the room if you buy if you yeah, absolutely.

Host1 19:11

Like now more than ever. We were just talking about like it's never been so easy to get attention, which means it's never been harder. So the best way to do it is to pay. Like you're paying for speed, you're collapsing time frames. 100%. So that's kind of what you do, right? You I guess 100%.

Host 19:27

Without question. Identify who you want to work with, pay to get in the room, give as much value as you possibly can. And it's it's a really simple formula, but it's one that's extremely successful. And I would say this is what I've done, like this is how we got into a relationship. We were kind of like early on competitors, but I was like, no, I think that we compliment each other, and I reached out to you. How can I add value to you? What can I do to support you? And it eventually led to like, hey, I want you to share what you do with my audience, and then vice versa. And yes, it took a little bit of time, but obviously we've had a very good relationship for years now as a result of well, and you do an excellent job, right?

Host1 20:06

So because you do an excellent job, and I trust you, very important problem putting you in front of my platform, yeah, right? Because it's no better, no better compliment than when somebody puts you in front of their platform. And you and I understand this very well, but most people don't understand the importance of somebody bringing you on their platform. People spend millions, billions of dollars marketing themselves, developing this reputation. And when they put you in front of their people, it's like they're vouching for you and you're a reflection of them. So there it's never been a better compliment than when somebody, right? And so when you really understand that, you don't take it lightly. And when and from the receiving end, when somebody refers, that's that's the mentality they should have. Like, hey, I'm I trust this person enough to be referring you.

Host 20:53

Yeah, and that's why it all works so well. That's why people have built, like you're talking about, billion-dollar businesses off the back of a strategy like this, because it's the transference of trust. If Krista trusts me, then or if Krista trusts you then I trust you, or if Grant trusts you, then then I trust you. And I yeah, I could not agree more. And when you earn that opportunity to finally get in front of somebody's audience or to get leads or referrals or whatever it is, you gotta do a good job. Like you gotta back up everything that you've said that you can do. And if you if something goes wrong, you've gotta you've gotta run towards conflict, you gotta address things, you gotta take care of people. And I think if you do that, it's a simple, it's a simple strategy, but it works so unbelievably well. I want to respect your time. I got a bunch of other questions, but I can't tell you how much I appreciate you spending some time with me and laying out an unbelievably simple blueprint for people to follow to just go out there and crush it with relationships, partnerships, those types of things to grow their business. And so I want to ask, how can we, as listeners of the podcast, how can we partner with you? What's going on in your world right now? How can we support you?

Host1 21:56

I every month I have a three-day virtual event I do. One, I do one for real estate agents and lenders, and I do one that teaches entrepreneurs and AI. So if you just I'll just put it in the show notes, Kristin Mayshore.com slash grant, and we'll they can they can join. I'll give them a free ticket to the three-day uh event. All I like to ask them to do is just to show up. So if you're gonna download it, show up, you'll learn a ton about sales, marketing, you know, how to become the go-to local celebrity in your town.

Host 22:23

I love it. I'll make sure that we link up the ways that people can experience that in the show notes. And guys, listen to Krista. Whatever you, whatever advice you take from Krista, if you go follow it, I promise you will make a lot of money. She has an unbelievable track record, and I just appreciate you so much. Thank you again for spending some time with him today. This was awesome.

Host1 22:42

Aw, thanks for having me, Grant. You know I love you.

Host 22:45

Yes, yes, yes. Okay. Thank you, thank you. Okay, if you are listening to the show, I appreciate you a ton. This has been a fascinating conversation. One I know if you take and follow the simple formula that we laid out for you today, we'll make you a lot of friends and also a lot of money. I appreciate you guys a ton. Thanks for listening to this episode of the Partner Profit Podcast. We will see you on the next one. Peace.