Finding Massive Success By Going Against the Crowd w/ Peter Lorimer

Peter Lorimer is one of the most interesting characters in real estate. He's been a super successful solo agent, then launched PLG Estates, a nearly 200 agent strong real estate brokerage in Los Angeles and beyond, and most recently, co-host of the NETFLIX series “Stay Here”

He shared his amazing real estate success story on this week's podcast, and some of the best lessons that he's learned along the way. He's done everything wrong, which has helped him start doing everything right. Every Realtor, at every level of the real estate industry, needs to hear this episode. Absolute gold!

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Born and raised in the UK, Lorimer achieved tremendous success as a widely sought-after Music Producer working alongside the biggest names in music including Pink, Sheryl Crow, INXS, George Michael, Christina Aguilera and more. He accumulated over 30 #1 Billboard chart hits by his retirement from the music industry in 2003.

In 2005, he joined Keller Williams Realty and went on to become the #1 Agent at his brokerage three consecutive years in a row. In 2009, he earned the prestigious distinction as the #1 top producing Keller Williams Agent for the entire LA region and LA County.

Never one to rest on his laurels, in 2010 Lorimer launched PLG Estates based in the heart of Beverly Hills, aimed at serving the whose who of the creative/entertainment world, which blossomed with its anti-establishment mantra and its policy of no-vanilla. Peter and his team of now, over 200, handpicked agents dance to the beat of their own drum while catering to a discerning clientele. Now with offices in West Hollywood, Los Feliz, Playa Vista and Studio City with more planned including Pasadena and Downtown LA.

Follow Peter on Instagram (@peterlorimer)
Website

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Dustin Brohm, the host of this Massive Agent Podcast, was a finalist for the 2019 Inman Innovator of the Year Award. He’s a Co-Founder of the Industry Syndicate real estate podcast network, and a keynote speaker on all things real estate marketing, social media, podcasting, and real estate lead generation. Dustin Brohm has spoken on stage at Gary Vaynerchuk’s Agent2021, Inman Connect, HousingWire's engage.marketing events, numerous State Realtor Association events & annual conventions, and more. Dustin is a Realtor w/ eXp Realty in Salt Lake City, Utah.

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Transcript

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SPEAKER_00 0:00

Guys, we have a crazy entertaining, interesting, and awesome episode today. We have Peter Lormer from Stay Here from Netflix. If you've seen the show, Stay Here on Netflix, he's the co-host of that and the founder of PLG Estates, a brokerage with nearly 200 agents and multiple offices around the Los Angeles area. He is absolutely crushing business in every way. And as you'll hear today, he actually started as a successful music producer. And man, he has quite a story to tell and quite a bunch of gold nuggets for you guys to pick up as agents.

SPEAKER_03 0:34

The Massive Agent Podcast.

SPEAKER_02 0:42

I love to buy houses. I like to sell houses.

SPEAKER_03 0:51

I've had better. Oh. Have I got your attention now? Here's your host, Dustin Brohm.

SPEAKER_00 0:59

What is up, everybody? Welcome to episode 139 of the Massive Agent Podcast. This is Dustin Brome, your host. We have one hell of an episode today. I laughed my ass off and I learned a lot. I took some notes during this interview because Peter Lormer is first off, he's hilarious, as you'll find out very shortly. But he he just has so much wisdom. He's done so much cool shit in his career. And I'm really excited for this. Stay tuned all the way through. I mean, even the very end of the interview, he drops some absolute uh bombs of wisdom or knowledge bombs or whatever the hell, whatever the kids say. And it's just great. So uh super, super stoked to have Peter on the show today. If you guys are new to the show or you just forget things quickly, my name is Dustin Brohm, your host. I am the co-founder of the Industry Syndicate Real Estate's Podcast Network. I am a national speaker on all things real estate marketing, podcasting, social media, lead generation. I write a column for Housing Wire. I'm a realtor in Salt Lake City, Utah, and founder of the Massive Agent Society, our one agent per market lead generation training, coaching, online course slash coaching program. And you can see if your market is available because we only allow one agent per market. Once it's gone, it's gone. You can see if yours is available at MassiveAgent Society.com. Check out our annual and lifetime pricing. If you just want to pay one time and have access forever, claim your market forever, check that out. You'd you'd be surprised how much less it is than like three to six months with one of these larger real estate coaches, uh, which you never actually learn from them now, do you? Just one of their just one of their people. Yeah, we don't do that shit. You have direct access to me all the time because that's what you're paying for. Uh all right, guys. Peter Lorimer is on the show today. If you've ever watched Stay Here on Netflix, Peter is the hilarious uh co-host with the British accent and the large frame glasses. Uh, such a good guy. He's done so much in real estate, he's done so much in the music industry. He has one hell of a story, super interesting guy, uh, but so, so, so knowledgeable. And so uh I'm honored to have him on today. I've I've wanted to have him on the show for quite a while and uh and it worked out with our schedules today. So that was fantastic. Um before we get started, I want to thank everyone who's who's shared an episode recently and told a friend or told a colleague about our show. If here's my ask for you today. If you've been listening to the show for a while, or this is your very first episode, if you like what you hear, if you think this is a good podcast for real estate agents to hear, please share this with one person. Or, I mean, not just one person, if you want to share it with, you know, 32, that's totally fine. But I challenge you, right now, listening, please share this with at least one agent that you know, an agent you work with in your office, someone in your brokerage, uh, an industry friend from across the country. Just say, hey, have you listened to the Massive Agent Podcast? Send them, even just send them a screenshot of you listening to the show, post it in your Instagram story, post it on Facebook, tag us, uh, help us, help us grow the show, help us reach more agents because so much is changing so fast in this industry. I feel like uh so many agents are about to be left behind because they're following this system that it is you know a decade old or more, or or even if it's three years old, it's outdated as shit. So if they're following that, they're gonna be left behind, and we don't want that. So please, if you have enjoyed this show, if you if you are enjoying this podcast, please share it with another agent or other agents. That's all we ask. There's a couple spots in the interview where the audio gets a little dicey and you know, buffering issues and cuts out because we're using Zoom and working from home, and you know, internet's not always awesome when working from home. So there's a couple spots. We apologize for the crappy audio, but you can still get at what he's saying. We did our best to repair the audio. Let's get into the interview with Peter Lorimer, entrepreneur, real estate expert, founder of PLG Estates, co-host of the Netflix series Stay Here. He's hilarious. Let's do it. All right, guys, I'm here with Peter Lorimer. He's in LA right now. He's uh, you know, getting some work done in the house as we all are. Um, but uh we were talking a little bit beforehand about his show, Stay Here, not Stay Home. That's the theme, uh, that's the show for 2020. Um kind of on pause, uh, as is a lot of stuff. But Peter, I'm so excited to have you on the Massive Agent Podcast. Welcome. Thank you, Dustin.

SPEAKER_01 5:29

It is uh an honor to be on your podcast. You are a god amongst the real estate podcasts.

SPEAKER_00 5:36

So thank you. I'll take it. It sounds ridiculous, but I'll take it. I'm not gonna argue. That's fantastic. Um, Peter, you're a super interesting guy. You've done a lot of cool shit in your career. Um, you know, a lot of it not even in real estate. And so I just I wanted to tell your story because agents can do so many different things if they just think outside of doing one transaction after another until they die, which unfortunately so many of them think is all that they can do. Like that's all they focus on. And if they ever wanted to take a month off, um, guess what happens to their business? There is none. And and so I'm I think it's so important to tell the stories of people who have been successful in their own way. And you're one of the best examples I've ever seen. So um, if I understand correctly, you were a uh successful music producer before way before you even got into real estate, and you had like a bunch of number one um chart toppers.

SPEAKER_01 6:34

My my path is is long and windy, uh uh, which is is kind of just how I like it. Uh yeah, I was a um a house music record producer when I I I well, first of all, I was a classical musician as a child and did very well there, and then uh discovered in the in the dark nightclubs of my hometown at the ripe old age of 14. Uh I was very tall. So in England, if you look 80, because it's 18, it's a drinking age. If you look 18, you're in. There was no ID. They're like, yeah, you look ruler, come on. And my parents, you know, God blow up God bless them, couldn't control me. So I was in nightclubs. Nightclubs are a very big part of my story, and and I discovered in the in the mid to late 80s uh Chicago House, which utterly transformed my life. And I remember being in the warehouse in Leeds, my hometown, and hearing Jackie Body by Steve Silt Hurley, which for all you if you don't know what house music is, it's ooch, ooch, ooch, it's EDM. You call it EDM now. Um, and it was I was it was literally a burning bush moment, and I'm like, oh my god, what's going on? My body is electric. I feel I feel the the the light passing through me, and I literally made the decision right then, I'm gonna go make house records in London. Now I was 15 at this time, uh, knew no one in London, and my parents uh, you know, I had an interesting relationship with with them, and I just literally went home and kissed my mom and said, right, I'm moving to London. And dropped, I dropped out of high school, moved to London at nearly 16 years old. Uh, and I thought I was gonna walk straight into a record deal. And of course, you know, I didn't. I ended up working security and deadbeat jobs, and you know, I was worked in restaurants, I was a bus boy, and then I just kept my mind on the prize, and within two years, and then nightclubs, I was still very involved in nightclubs because that's where house music lived. And I just, you know, I I made myself known, I made friends, and I was in the right place at the right time. And my mate who was doing the lights at this club called the Mud Club in London, which was like uh London Studio 54, he turned around and he goes, Hey Peter, you play piano, right? And I'm like, Yeah, I play piano. He goes, You know computers, right? And I'm like, Yeah, I know computers. Of course, I didn't know computers. He goes, he goes, Great, you're in the band. And then um that had a top 40 number one, and then I wow uh discovered I love being in production more than kind of being in a band, and I went through and worked with everybody all the way back from David Bowie through In Excess, through George Michael, through Madonna, through uh lots of 90s artists, and then I ended uh in the early 2000s with Seal and Christine Aguilera, and you know, I had a good run. That is a good 50 number ones between the UK and the US in the dance charts.

SPEAKER_00 9:47

Holy crap. Well, congratulations. That is not a small thing at all. That's uh that's impressive. So, why the hell did you get into real estate then? And and when did that come about? You know, like successful music career, and like why real estate?

SPEAKER_01 10:01

You know, all right, Dustin. Um, you know, you're gonna get the real story here. Um the truth is, right, there is a another there's another piece to my to the equation of Pete Lorema that that was uh that's a pretty massive piece. So firstly, I've always been very techie. I've always kind of I I have the ability to see round corners, I've always been very streetwise. I'm not the best at everything, but I seem to have a knack to see what's coming. Now, I don't I'm not great at emails, I'm not good at getting back to people, but knowing what's gonna be in flavor in two years is something that I'm very good at. Because I had to be when I was doing records. Yes. Right? I'd make an album, it'd take 18 months, and if I didn't get it right, it wouldn't be played on the dance floors, I wouldn't get work. So I it was my survival skill. Right. Um, and then around about right around 1999, I remember being at some big conference. I discovered through chatrooms, I was a bit of a chat room nerd, pre a pre-AOL. And uh and somebody had said to me, uh, I think it was this little, like probably a 15-year-old kid in Korea or something, he said, Do you know about ripping? And I'm like, Oh, what's ripping? And he said, Ripping is where you can now, there's a there are programs out there where you can extract music from CDs. As soon as I heard that, I had another burning bush moment, and I'm like, that's it. This is done. This this section of my life is now forever changed. And I was very happy to be in it while there was a lot of money in music, and now there is again. And in conjunction with that, nightclubs, you know, traveling the world, DJing, being in Ibiza, uh it sounds fabulous, and it was sex, drugs, and rock and roll for a good 16, 17 years, and I do not regret a moment of it. That the stuff I can remember. Right. Um, but addiction is a part of my story. I it kind of crept up, and I was living a pretty unhealthy lifestyle, and uh, and I decided that I wanted to kind of clean up, and I I knew that if I had to clean up, I had to get out of the music business. So my story isn't that I woke up one day and went, real estate's for me. Uh, I actually dated, I dated this woman, this awful woman. Awful woman. She this British girl, she was just toxic, and she ran a successful antiques business in in LA. Okay. And then she retired from that and went into real estate. And she was awful, but she managed to do okay. In conjunction, I had begun to invest. I the year I retired from music, I had a a number one in 12 countries that had written, and I actually was the artist. Uh, and so I got a nice uh uh royalty check from that, and I'm like, okay, I need to put this into property. So I started investing in property, and I invested in an area that everybody told me not to do because I couldn't afford Hollywood, right? So I I had to go to North Hollywood, which was rough, but I just had this gut instinct that this is like 12 minutes away from the sunset strip. It's really downbeaten right now, but it's so close to everything, this is gonna pop. Pure gut. So I invested there, I began to flip and then got another place, and it turned out that my instinct was correct. And then then the strange, the really strange and beautiful thing happened was Dustin. My mates in the music business who were all going through the MP3 era, were like, dude, well you we see that you're kind of nailing this. Can we can we kind of can you work with us? Can you show us what to do? And da da da. And that was the impetus for me getting my license. Okay. And um, and so I got my license, and I I'm a I'm a real binary dude. And I'm either all in or I'm all out. I can never be halfway. And I read uh Think and Grow Rich, Napoleon Hill, somebody told me to read that book. And I remembered the burn your boats at the shore chapter of when I think it was the Vikings or someone was invading somewhere, and the and the captain or the the the admiral said, Burn your boat. We we we we what is it? We something or permit we something or perish. Um, and I'm like, shit, man, that's me. I'm all in. I'm like, the music business will always be there. My reputation is established, so I can always go back. But what I'm gonna do is I'm just gonna look blinkered. I've got my new clean life, I'm gonna keep my blinkers on, and I was I managed to meet my wife uh right right around the same time. We were planning on getting married, and then I just was like I was like a laser beam. I never looked back, I just only looked at where the laser beam led me, and I just remained in action constantly, without second guessing myself. And the reason for it is is if I was gonna fail, I wanted to fail quickly so I could move on to something else. So playing in the middle is something I've never done, and and and I just went for it, and I and I did fail. I failed in my first year. Um uh tell me rambling too much, dude.

SPEAKER_00 15:39

No, you're you're good. Uh I'm curious how you failed. Like what did that look like? And and looking back, do you still consider it a failure?

SPEAKER_01 15:46

Yes.

unknown 15:47

Okay.

SPEAKER_01 15:47

The reason I failed is, and this is a this is maybe the most important thing I'm gonna say on the podcast. The reason I failed is I was given very well-intentioned advice that just did not work for me. When I was at Keller Williams, they said to me at this particular Keller Williams office, which I joined because it was pretty. I knew nothing about real estate offices, but they had some cool photography on the wall, and I'm like, shit, everywhere else feels like a bank. I'm gonna join this place. Um, and uh uh they said you need to, you know, you need to wear a uh a blazer and you should probably wear a tie and and shoes, and you need to go door knocking, and you need to send out postcards, and uh you need to sit open houses. So I did all this, right? I'd never worn a suit in my life. Now, nothing against suits, but it was like I was wearing, I might as be I might as well have been wearing a Ronald McDonald outfit. I felt so uncomfortable. And they said to me, all very well-intentioned advice. They said, you know, when you're talking to someone, you kind of mimic what they're saying and their mannerisms, and they're this and they're that. And in my head, I'm like, shit, that kind of feels a bit deceitful that I'm not being me, but okay, let's give it a try. So nine months in, I'm like, shit, this this sucks ass. I am like hating life. I came home to my uh uh my fiance, my soon-to-be wife, and I said, who is a massive part of my story. And I said, Cindy, I said, this is like bullshit. I said, I hate wearing this garb, I don't feel me. I just want to wear my t-shirts and my jeans and my sneakers, and I want to talk how I talk. I don't want to watch what I say and script out what I'm doing. And she said, so and and I and I said this phrase, I said, if this is real estate, I'd rather drive a bus. Wow. And she she said to me, so just be you. Just do what you want. And if you if it doesn't work out, no big deal, we'll be fine. I married a Buddhist, so we can be we can be spinning on on black ice heading towards a street pole, and she'll look at me and go, we're exactly where we're meant to be. So the next day. The next day I rolled in, you know, in my jeans and a t-shirt, and full of like I I felt like I'd come out of the closet finally, and I was me. And I just started calling my pals. I ran to my tribe, which is a very, a very, very big part of my story as well. I didn't cold call, I just went to the people I knew. I went to everybody in the music business. I called them, I hooked up, I had lunch, and I talked, and I this and I that, and you know, a lot of people gave me that good luck, buddy. But a few, a small handful, gave me a break. And then I grew that into a into a great oak tree. So that's that really was the pivotal moment where everything changed. When it's a word we hear all the time now, authenticity, but I I was I was a black sheep for sure. Even in LA, the colorful city of LA, I was a black sheep. But I was the number one agent at Keller Williams within five years.

SPEAKER_00 19:05

So that resonates with me so much. I have a similar story where I had a mentor who's great and I I love them, but they were their personality was very different than mine. And they loved chasing people down. I also wore the damn tie, uh, you know, the slacks, the shoes, and all that stuff. And I I can relate when you said you felt like you know, you were dressed like Ronald McDonald. I felt like a fish out of water. And when you don't feel good in in how you look, if you feel ridiculous, you're just not at your best. Like you can't be. And uh, and it wasn't until I I realized that there was actually other ways than cold calling and door knocking and uh you know wearing your name tag into a grocery store and hitting people up in the produce section. I realized there's other ways. And once I found that I could attract people uh through content and whatever, that worked for me. And it doesn't work for everybody, but finding what does work for you is so freaking important. And I that story resonates with me so much. It's um I I want so bad for listeners to to get to that point where they they understand that it's okay to be yourself, whatever the hell that is. Like whatever that is. I think so many agents have just been trained that they shouldn't be. For you know, they get into a system like the one you are in that's like, here's how we do things, here's how an agent acts, and that works for some, but I think it fails most.

SPEAKER_01 20:35

I I think it does too. And I and I think that um, you know, my system and your system doesn't work for everyone, right? When I I felt very, very comfortable jumping in front of a camera. I don't really know why, I'd never done it before, but I I remember watching the evolution of social media, and and I've made more mistakes. After I left Keller Williams, uh, I was the the number one agent there in 2010, I think. And um, I'm like, right, I'm gonna start my own firm. Here we go. Which I thought was really just an evolution of being an agent, right? Yeah. And I and I remember sitting uh in my first office, which was about the size of this room, and I had, I don't know, maybe 12 agents, something like that, who had joined. And then they all sat down in the chair for the office meeting and they looked at me. And I'm like, oh shit. Uh, you mean hang, whoa, hang on a second. Now I gotta give everybody tell everybody what it or give advice and da da da da. And I kind of had an internal panic for a second. And then, and then uh um I kind of went in the other room, pulled myself together, and I came out and I just I just carried on. And and and I realized um sometimes the forces of nature force us to do, force our hand, uh, even if we're not sure what that hand. And I've realized over these past 10 years of having PLG, that's what I'm best at. I'm best at uh uh producing, right? I was a record producer, I was in the shadows of the mixing room, you know, directing. And uh at PLG, I love to direct and produce the agents. It's it's kind of what my natural my natural gig is, you know.

SPEAKER_00 22:24

And so when you fell into that role or or realized that you could do that in the confines of your own brokerage, you guys flourished, right? I mean, you have multiple different locations, you have what 200-something agents now. Yeah, we're getting close to 200.

SPEAKER_01 22:39

Crazy. Uh uh and and and listen, I mean, uh, I I got it wrong, Dustin. I got it wrong. Like when I started the brokerage, I was gripped not by fear, but by oh, maybe I can't be quite as as wild as what Pete is, because now I've got other people here. Yeah. So I fell into that. I played in the middle a little bit with the social media for like two or three years. And then I had that same moment of like, screw this, let's just bust out the video camera, have some fun, man. And that's when the brokerage took off.

SPEAKER_00 23:14

I love that. Uh for anyone who's getting into the industry right now, or or maybe an agent who's even been in the industry for 10 years or so, and they're watching all this technology change and consumer demands, consumer um expectations change, and they're being told, hey, just follow this system, read these scripts, make your calls, you know, be a good little agent, be in the your cubicle three hours a day. Um, and they're considering leaving the business. I mean, what what do you say to agents like that?

SPEAKER_01 23:50

So that is a it's a great question, and and I don't want to lead anyone astray here. Um, but okay, we're gonna get into the we're gonna get into the the the the kind of there are some very, very uh um defined belief structures that I have, right? That guide me on everything. One is uh I'm sure I'm not the only guy that's said this on your podcast, but fear and faith, right? If ever I'm making a decision through fear, like, oh, I'm a bit scared to leave because if I join that boutique company, they don't have the name of Cobalt banker and my clients are gonna da da da, but I really like what they do. If I'm staying somewhere because I'm frightened to leave, wrong decision. Whenever I make a decision based upon faith, I always make the right decision. I don't always get what I want, but making the decision through faith in oneself has led me to doors that would never have opened if I played it safe. So that is is is number one. So if you've been in the business a while and you're not happy doing what you're doing, if if your team leader or whoever is saying, hey, wake up every morning and make 50 cold calls and you know, go on, bang on you know, a hundred doors, and you hate it, most importantly, we must express our gratitude to that team leader and say, I really want to say you so much for the opportunity you've given me. But I feel like at this point I want to go out on my own and try it my way, but I am eternally grateful to you. You have okay, we live in the United States. There, this is the best country in the world, in my opinion, by a mile. And I'm British, I'm actually American now, but I adore uh everything to do with the United States. Yeah, if if you if you are in a situation where you're not happy when you wake up in the morning, you've got to do your 50-cold calls, you've got to do uh uh knocking 100 doors and it's just not vibing with you. This is the United States. It is the best country in the world. What is the worst that is gonna happen? If you try it your way for six months, especially if you are not married and don't have kids, what is the worst that can happen? If you are struggling because you're trying to do it someone else's way and it's not vibing, freaking drive Uber at night and do it your way. Earn some money because when you fail or you succeed under your own volition, that is a message from the freaking divine that will be breadcrumbs for the rest of your existence. Unfortunately, 95% of us are and all of us are beautiful, 95% of us tend to play it safe. There is nothing worse than mediocrity, and there is nothing worse than just following a list of of how to do it if it doesn't jive. If it does jive, great. If it doesn't, you owe it to yourself because every second that goes by and every breath you draw brings you closer to death. So you must, you must invest in yourself.

SPEAKER_00 27:10

We're gonna have to cut that part out and clip that because that's I think some of the best advice given on this podcast. And and it starts with just an agent needs to be a human needs to be willing to be honest with themselves about what they want to do. Like it, Peter. Honestly, I didn't ever think about what I actually wanted to do in this industry until I was maybe four or five years in. Because I I thought an agent, a successful agent, does these things over here cold calling, door knocking, wearing their goddamn name tag in a grocery store. I thought, and you know, some some door hangers and flyers here and there. I I'm like, that's what agents do. And it wasn't until I started to research how to get your own leads and all that stuff. I'm like, wait a minute, there's agents doing that they're blogging and they're they're getting business, there's agents doing video that are getting business, there's agents that just throw uh throw parties and get business. Like, well, this is interesting. This is not what I thought. Uh, but it starts with with knowing what the hell you want to do, or at least uh, you know, what the day-to-day stuff that you want to do, or how you want to do it. Uh, I think so many agents need feel like they need permission, or that or that they can't do it, or you know, that's for somebody else. I had all those thoughts. Uh, but you've shown that just by being yourself, whatever that means to you, um, has worked out, you know, from the outside looking in. You've built a thriving business, you've built a great brand, great name recognition. And I mean, now you have uh, you know, one of the one of the best real estate shows on Netflix, Stay Here. Um let's do a little transition into that, actually, because uh my wife and I love watching Stay Here. Um by the way, she says hello. She's uh she's like, oh my god, Peter's gonna be on your show today. She's a what's your wife's name? Jordan. Hello, Jordan. Hello, love it, love it. Um, how did that come about? You know, because you you have this brokerage, you have you know, all these agents, you you seem to be having a blast doing it. When did you decide, hey, I'm gonna, I want more? I I would now want to go into this. How did that transpire? Because that that's a pretty big change. So, or is it a big change? Do you would you even agree that it is?

SPEAKER_01 29:24

Um, you know, it's interesting. I again I have I have a lot of philosophies that I live by, and one of them is you know, I have real goals and ambition, and uh uh um, but I stay out of expectations, or at least I try to. Um, and uh the the kind of the road to stay here really began um at Inman Connect 2015. Okay. When I ran into Jesse Peters, I don't know if you know Jesse, uh social savvy agent, he's called, up in Winnipeg or something. And he was, I was had I had this inert desire to do video, right? I was just my god, videos and everything. But I was like, where do I jump off? Do I start talking about open houses? Do I do I do this? Do I do that? And I saw Jesse, and Jesse gave me this advice. He's like, Pete, just be yourself, just talk about the industry, man. And I'm like, light bulb. So from that moment, I knew it wasn't about me, it was about giving away information. And so I did a series called Magic Minute, which was was a big hit. Nobody in the real estate industry was really doing video back then, and then I did subsequent stuff, and then I discovered Casey Neistat. So I started blogging and uh vlogging, and I and then my my my video world took over and it consumed me. And then, as far as Netflix goes, I was never looking to do a TV show. They called me, somebody called me, this young girl called Ashley. She called me and she goes, Hi, um, this is Ashley. Would you like to host a Netflix show? And I'm like, Come on, who the hell are you? I thought it was like the wife of one of my pals or something. And and then I I never thought for a second I was gonna get it. And I did a I did a Skype interview like this, and I'm like, this is great. There's no, because I'm riddled with um uh insecurity, not paralyzing insecurity anymore, but I have these old scars of insecurity that are very familiar to me that I don't listen to anymore. But I'm like, I'm way, I'm too old, I'm too fat, and you know, I've got this weird accent. Well, uh so I thought, fuck it, let's just have a crack. So I had a good old laugh with her on the on the thing. I then got through to the headcasting person and and I had her doubled over as well. And then I met um, I was actually ironically, I was speaking at Inman the year later uh in 2016 uh about video content. Uh no, 2017, or was it 2018? I can't remember. 2017. In New York or San Fran. In San Francisco, uh and uh and then Netflix said we need you to do a chemistry test. And I said, I'm really sorry, I can't. I'm speaking that day. Uh they said we're flying her in from New York. I'm like, Great. Well, I said you should probably get someone else. Best of luck to you. Thanks very much for the opportunity, but I can't let Inman down because I'm booked. Right. And and uh they said, What time do you speak? So anyway, they flew me down from San Francisco right after I spoke. And I'm like, awesome, feel like a rock star. This is great. Yeah, you're being whisked into LA. But was it in LA? It was in LA, in the Hollywood Hills, benefit the Hollywood sign. Uh and and all the time I'm like, whatever happens, this is awesome. This is something to tell my kids about one day that I had a Hollywood moment, and I was with uh Genevieve. We were walking around this house, and I was just me. And I was my normal kind of you know, cracking jokes, a little bit coarse, uh unafraid because I didn't think for a second I stood a chance. Right. And then um, and then I got a call a couple of days later, and they said uh you got it. And I'm like, What do you mean? I got a been casting this for a year and we haven't found anyone. They said we've gone through 200 brokerages. Holy crap! I'm like, thank god you didn't tell me that before I did the kid test. Have this philosophy of every day I look at life married Cindy, who's a Buddhist, and she's rubbed off on me. Um, every day I look at life and I I I I I imagine that there's a conveyor like almost like when you're at the airport expecting your luggage, right? And down come out of the luggage chute, every day comes a beautiful pink box with a nice powder blue bow on it, and it has today's date on it. And I open it, and then in it, sometimes there's puppies and rainbows and lattes and giggles, right? It's only for today, and then the next day I open it, and it might be hand grenades and dog shit and razor blades, and uh, and I'm like, that's okay, it's just today. And then I don't internalize anything, I I stay I'm divorced from expectations whilst being very ambitious. Yes, and I believe the universe guides, and I believe you ask and you receive. You know, I'm a very big believer in where's my book? This, I don't know if you've ever read this book, Science of Getting Rich.

SPEAKER_00 34:31

No, I haven't.

SPEAKER_01 34:32

It's the precursor to think and grow rich. Oh, is that Wallace Wallace? Well, yeah, exactly. And it's all I'm a very big believer in you you give more than you take, you ask for outlandish style of what you're gonna do for it. And uh the wheels of the universe just seem to keep opening doors.

SPEAKER_00 34:56

Uh you know, I what I think about is when you first started to embrace being yourself, uh, and when you're like, screw it, I'm just gonna be myself, whatever that means. Uh had you not done that back then, like would you even have been doing YouTube or or have been doing YouTube in a way that that they found entertaining or that they found you know worth reaching out to you about? Like, would the Netflix show have even happened if you hadn't decided years ago to just be yourself, no matter what that meant? Um, it's crazy to think about.

SPEAKER_01 35:31

It that you are a hundred percent correct, because they found me, it's like they found Justin Bieber. They're looking for real estate people, this guy with the big glasses and the crazy accent and tons of caffeinated energy. She's like, Well, let's speak to him because there weren't many around. I mean, this is 2017. Now there's a lot of folks that are doing great video. Um, and yeah, if I hadn't have danced to the beat of my own drum, dude, uh it would never have happened.

SPEAKER_00 35:59

It's something that I've really noticed the last few years is you don't know what's gonna come next. Like you don't know what the next step could potentially be. You don't know what door could be coming, uh, you know, coming next, but you've just gotta like you just have to hit it. You just have to like go after it, whatever the hell that means to you at the time. And I don't know what I'm gonna be doing a year from now. I have an idea, but something will come up that maybe I'll make a slight pivot, maybe I'll make an adjustment, maybe I'll triple down on something and get rid of some other stuff. I don't know. Uh, but when I look back at uh when I look back at everything that's happened for me over the last you know four or five years, which is when my career really actually became one, when I actually uh you know was doing anything worthwhile, there's the smallest, thinnest thread that connects events. And it's it really trips me out when I'm like, had I not gone to that conference, had I not randomly ran into that person, and had I not sent an email afterwards saying, nice to meet you or whatever, and had I not done this, that, this wouldn't have happened. It it boggles my mind. It absolutely boggles my mind. And uh, and so with that in mind, where do you see like what's next for you? Um, what are you working on? What do you have planned? What do you want to do? Um, you know, because our industry is changing so damn much every single day. Yeah. What do you see? Because you're such a great prognosticator of what's to come, um, or you just have open eyes, uh, what do you see coming and what are you what do you have in mind?

SPEAKER_01 37:36

So I have some some uh interesting thoughts. Uh well, I think they're interesting. Hopefully your listeners will think they're interesting. Yes. Um from the get-go, when uh Compass was banging on about technology, technology, technology, that never jived with me. And I'm not knocking Compass, they're a great company, they're the most powerful real estate company in the US. And I think their marketing was exceptionally good to agents. Totally. Um, and I and I think you know, the shiny package that agents get is is impressive. But there is a big butt here. Um, my feeling, and it's only my opinion, is our industry was, is now, and will always be a people industry. My clients, my clients and all my agents' clients don't give a hoot about technology. They don't give a hoot that I can give you the, and I'm not knocking compass here, I'm not, because they're a great company. But the clients that I experience, none of them really care that I can deliver or not the price per square foot average, which is up to the minute. They're not, they are not the they are not the adjudicators of whether adjudicators of whether or not the information I'm giving them is correct. They look at me for that. So I walk in and I say, price per square foot in this neighborhood is 895 per foot. Now, give a take. They go, okay, they don't need me to show them it on an iPad. And I feel that real estate, law, and medicine, all of which are permeated with technology, will now always have been, always will be an eyeball to eyeball contact sport. Now, we may do it like this, we may have buyer conferences and seller conferences like this. Now, the and social media, of course, is technology-based, video is technology based, but the actual nuts and bolts of real estate, we don't sell houses, we sell trust. And if people trust us, they're gonna work with us, and the only way they're gonna trust us is by getting to know us through social media and in person. They don't really give a who how many apps you got on your iPad. Could not agree more.

SPEAKER_00 40:06

It's all about being found, being known, being likable, letting letting people actually like giving them something to like or dislike. If you're not out there, like you just don't exist.

SPEAKER_01 40:20

Right. And this is this raises my next kind of bone of contention, Dustin, which is vanilla. There is so much vanilla. Now, I'm speaking to those agents who who like to brand, right? If you like the company's brand, ignore what I'm about to say. If you want to brand yourself, never hide behind the company's branding.

unknown 40:45

Right.

SPEAKER_01 40:46

Because when you are using the same templates and colors and motifs and what have you as everyone else in your company, the only thing you're promoting is the company name. You are an individual little factory where you should be allowed to be able to brand yourself, not necessarily change all the colors of your company, but you need to be able to be. I know companies that won't allow guys to do social media in a certain way. Get out, go somewhere else. And then if you have to use certain templates for your marketing, fine. But make sure that you are contributing to who you are as a brand by doing other stuff like interviewing coffee shops, going around local boutique stores, going to a farmer's market with a video camera. Be out in front of it because if you hide behind the company's branding, it is a question of time before your business becomes eroded. Because if you blend in, you're never gonna stand out. And those of us that stand out are the ones that get the business.

SPEAKER_00 41:52

I could not agree more. Fantastic. Um, any uh so I think we kind of got away from this, which I'm glad we did, but let's go back to what what are you working on next? Like what do you have going on? No, totally fine, because I think that was a great conversation to have. Uh, I mean that needs to be said more often. Agents need to hear that every day. So I'm glad we I'm glad we took the detour. Yes.

SPEAKER_01 42:17

Um, so I'm working, I have two to so COVID has played havoc with the entertainment industry. Um, a lot of shows are on pause, uh, mine included, because of uh uh of the virus. Um uh something like 75% of all reality shows are on pause right now because you can't work. Um uh so but I have two other shows in development right now, so hopefully one of those is gonna get away. And I do have something very big for the Los Angeles area, which I'm gonna be that guest and say I can't talk about. But you know what I will do, Dustin? When it happens, I will come back on your show a few months from now and we'll get down dirty and and do an autopsy on on what what's about to occur.

SPEAKER_00 43:03

An autopsy. That sounds cool. That's it's exciting. So you know, you can be that guest, but now because now I'm interested. Now I'm curious. I'm like, well, what's going on?

SPEAKER_01 43:11

Because I had to sign an NDA. I had to sign an NDA. So I'm not allowed to announce, I'm not allowed to talk about what I'm doing, but I'm I'm I'm really here we go again.

SPEAKER_00 43:21

I'm at the precipice, I'm like, I'm all in. See, now I'm more curious when there's an NDA involved. This is this is fantastic. That's cool. So you're you're excited and optimistic about what's what's coming down the pike.

SPEAKER_01 43:36

Um, I feel that when it comes to it to all industries, not just real estate, but but the real estate industry, right? It's evolving. We can all see it. You look at it three years ago, and it's a different animal to what it is today.

SPEAKER_00 43:47

Yes.

SPEAKER_01 43:48

And now it's turning into supercorates and and boutiques. And then within those, I feel that um like for example, the There's a lot of uh really great agents I know who were at different companies, who have gone to a different company now, and everybody just kind of looks and feels the same. And and I I feel that there is a I when I talk about social media to a lot of real estate agents, when I talk about let's forget social media, when I talk about being your own PR agent, a lot of agents look at me like, well, I get to that, you know, after I've done everything. I'm like, no, you get to it before you do everything. Yes. I I plan my social calendar, not my dinner calendar, I plan my social media calendar weeks and sometimes months in advance. Because I know as long as I it's an insatiable animal that never gets full. I need to keep putting out content all the time because whenever I'm out in my sphere of influence and I prosper. So I'm gonna I want to talk about my magic formula, if I may, Dustin. Please. Okay, so the formula that I have used is the following, ladies and gentlemen. I've been doing it since I had that moment in Keller Williams when I just ripped off the suit and put on my Metallic t-shirt, which is I do social media not because of an ego, I do it because it's my digital bus bench. It's my way to promote myself to my sphere of influence because I know they're all on Facebook and Instagram and other platforms. Whenever I prospect my sphere of influence, and it's not just my A's, it's my B's and my C's and my D's and people that I can barely remember. A lot of the time they go, Pete, what's up? I saw that you were just in Yosemite with the family. How was it? And I'm like, it was awesome. Icebreaker. I'm he's now remembered me more than I remember him. We have this bond, I have emotional leverage, I've already broken through way more than a postcard or a door knock. Yes, and then I convert that to business, and that's that is it. Social media is done as self-promotion to my sphere of influence, and I make sure I add to my sphere of influence every single day.

SPEAKER_00 46:12

Beautiful. Uh, we've all had that happen where we run into somebody that we went to high school with or college with, and we haven't talked to them forever, and we never see them commenting or or liking our content or anything, but they're like, hey, you know, I see you have two kids now, or I I yeah, I see you just went on this trip. They're all watching, like everyone's watching. Just because they're not actively engaging with you on a daily basis doesn't mean they're not noticing it. And anyone who's not posting regularly, like, no, you shared your family vacation on social media, and that is what somebody remembered. It wasn't this, check out my new listing that I sold in 48 hours. It it was just you being you and and living your life because that's what people resonate with, not the listing sold in 48 hours.

SPEAKER_01 47:01

Um I mean, I think you you have to you have to promote both, right? So it can't all be, you know, puppies and and and family. Right. I and I I've made a very conscious uh point of posting me in my industry, posting about my industry, and then posting about me personally. And before it used to be a third, a third, a third, but now I think people are way more interested in me personally, and they'll watch the professional stuff, and it reminds them. Yes. But uh, like I just got a big listing uh because I sold uh off of a uh music business pal of mine because he saw that I did the um Evilongoria estate, and and I posted about it, and and and I wouldn't have got him had I not posted about that.

SPEAKER_00 47:51

Sure.

SPEAKER_01 47:52

But he's my pal from the music business days, and I managed to get that listing, and and I'm sure that helped. So it's a blend, professional and personal.

SPEAKER_00 48:02

Makes perfect sense. Um okay, I didn't know that you had sold Eva Longoria's home. That's fantastic. Um when you are this is a random question that that I just thought of. So many agents, they look at luxury agents or those that sell celebrity homes or whatever, and and you're in Beverly Hills in Hollywood. Um, they think that luxury agents are like a different kind of person. They have to like go through this totally separate, like uh, you know, go down a totally separate road just to be qualified to be a luxury agent. What do you say to them?

SPEAKER_01 48:40

I'm gonna tell you my experience in my first luxury moment. Okay. So I was slinging when I dropped out the music business. Remember, I dropped out the music business with a number one in 12 countries, right? But I shuffled into the back of Keller Williams and I did not tell a soul what my former career was. I was just a new agent. And I was kind of shitting myself. I'm like, I don't really know what I'm doing. And then I worked with anyone, like my first house was um in this bad part of LA for like 300,000. Then I sold a condo by uh represented a buyer with a condo next to the freeway that was $300,000. And all the time in my mind, I'm like, I'm gonna be selling multi-million dollar houses in the Hollywood Hills. I just had it in my head, and then just through happenstance, uh uh a bunch of my British mates in LA knew a British actor who's a pretty big British actor who was moving to LA and I managed to just, you know, be in the right place at the right time, and he was looking for a five million dollar house, and I struck up a conversation. He said, Yeah, show me some, show me some stuff. I remember walking in my first $5 million home, and I was I was walking, I let him go in before me and I was behind him, and I looked at my hands and my hands were trembling. I'm like, oh shit, I don't know what I'm doing here. That I this is way out of my league. Last sale I had was $306,000. And I almost felt like saying, I'm I'm a total fraud, uh, you know, let me get you someone else. Right. And then I kind of just, you know, I just kind of slap myself and I'm like, just pull yourself together. It has a main bedroom, it has a main bathroom, it has a kitchen, it has a living room, it has a garage, it has all of the stuff that regular houses have, just bigger and a bit more polished.

unknown 50:34

Yep.

SPEAKER_01 50:34

And I said, it's the same thing. And when I look, when I kind of gave myself a talking to, I snapped right back into this is okay. And then I spoke to the listing agent and I said, Can you tell me about the builder in front of the client? And he said, Well, yeah, it's this builder. I said, What else is he built in the neighborhood? Just like I would on a $400,000 home. And he said, Well, he's built this and this and this and this. And I'm like, Okay, great. I said, How long are the warranties on these uh fleetwood doors? You know, it comes with warranties. He's like, Yeah, it's a 10-year warranty. And and um, and I knew about hillsides, and I said, So who did the geo? And da-da-da. And the client was looking at me like, wow, this kid's great. I was just tap dancing, dude. But and then I just watched everything all of the luxury listing agents did, and I'm here to pull the cloak from I'm like the Wizard of Oz right now. It is no different. It is no different. Now, so people are like, so great, where can I find a $10 million buyer? That's different. Yeah if you want to, if you want to find a $10 million buyer, you gotta go where $10 million buyers hang out. Yeah, so finding the clients is one thing, but actually representing the houses, it's the same as smaller houses. Now, I don't want to play it down. You need to know what you're doing, you need to know the area, you need to know the build, you need to know the materials, you need to know how to talk the talk. But if you're an agent who's only sold up to 300 grand and you suddenly get a $4 million listing, you can learn how to sell a $4 million house in two or three days. You don't necessarily need to bring another agent in the mix with you. There are lots of agents in your hometown that will give you that information for free. And I'm here to say to any one of your listeners, if you land a big listing and you feel like you're out of water, call me. I'll tell you what to do.

SPEAKER_00 52:27

Love it, Peter. Fantastic. Um, every because we've I want to be respectful of your time here, um, amazing conversation. I want to make sure that we wrap it up with the rapid fire questions to help us kind of get to know you a little bit more and what's important to you. Um, either or questions. You can pick one or the other. You don't need to elaborate unless you want to, and then we'll wrap it up after that with uh a couple open-ended questions, the most impactful book you've ever read, uh, one of your your favorite apps right now, and then where people can find you and follow you and learn more about you. And uh and then we'll then you can be on your way. Okay, one of the most impactful books. Uh let's do that now.

SPEAKER_01 53:09

Yeah, go ahead. Okay, The Science of Getting Rich by William Wattles for sure. Also Think and Grow Rich by Napoleon Hill. I'm not a big reader, I'm very slow at reading, so I haven't read a lot of books. I've listened to a whole bunch. Um, one thing I will say, listeners, it's I think it's $99 a year. You owe it to yourself to have a subscription to Mastermind. Is it Mastermind? Masterclass. Masterclass, yeah. Masterclass. Just learn from people who are the best in their industries. Doesn't matter if they're cooks or designers or you know, make furniture or or artists, listen to all of them because you will learn there is a the same thread woven through all successful people, no matter what genre they're in, by a subscription to master class today.

SPEAKER_00 53:55

Oh, that's amazing advice. Amazing advice. All right, let's do some rapid fire questions. Uh I wanted uh that's really interesting though. Like, I've never actually thought of getting a masterclass subscription unless I'm like, oh, I want to learn how to barbecue from from that guy, or I want to learn like you know how to do EDM music from Dead Mouse. Like I like watching their promo videos on Facebook because they're very well done, but uh that's genius. I love that. I'm gonna I'm gonna go do that.

SPEAKER_01 54:22

I mean, case in point is this. Sorry to I think we can go over a little bit. Let me just text JC and let him know. Um finishing podcast give me five. Love it. Um case in point is I was driving down from Yosemite, right, in a freaking 39-foot RV. My kids were asleep, so I put on uh masterclass and I just randomly select selected, and I got Doris, some whatever her name is, who is probably the greatest American political historian who does biographies for like JFK, Washington, Lincoln. And she told me her stories, and I learned how Wash the thread that is woven through Washington and Lincoln and JFK and Obama. She's she's profiled them all. So I now learned the things that they all had in common, which I can now apply to my business.

SPEAKER_00 55:14

That's cool. That's fantastic advice. Ready for some rapid fires? Let's go. Facebook or Instagram? Instagram. Instagram or LinkedIn. Sorry, Siri just popped on again. Oh no worries. Instagram or LinkedIn? Instagram. Books or podcasts.

SPEAKER_01 55:37

Fuck! I'm so sorry. Every time I pronounce an S, Siri pops up.

SPEAKER_00 55:41

Yeah, she came again. Oh my god. Um books or podcasts. Podcast. Uh podcast or audiobook.

SPEAKER_01 55:55

That's a tough one. If I'm on a desert island, I think it would be audiobook.

SPEAKER_00 55:59

Okay. iPhone or Android. Oh, iPhone all day. Alexa or Google Home? Neither. Burgers or pizza? Neither. Pizza! Okay. New York or LA.

SPEAKER_01 56:17

Come on now.

SPEAKER_00 56:19

I am LA. You are LA. Absolutely. NFL or NBA. NFL. Um NFL or Major League Baseball. NFL. Mountains or beach? Beach. Podcasting or vlogging? Vlogging. YouTube or Facebook Live? YouTube, but YouTube is a beast, but YouTube. YouTube is a beast, but searchable. Awesome. Uber or Lyft? Uber. Gary V or Grant Cardone? Gary V. Awesome. And then you've you've given us the most impactful book, uh, app recommendation, which masterclass. I think that's fantastic. Peter, where can people follow you, learn from you, um, you know, hear more from you? Where can they find you, my friend?

SPEAKER_01 57:14

So my Instagram is kind of where I live. Um, uh, it's at PeterLorema, my my full name. Um, and then, you know, you can find me kind of on Facebook a bit. Uh, you can find me on YouTube, but Instagram is is kind of is really where I live. And if you want to go to petalorema.com, you'll find a whole gangload of information for you agents on how to do stuff. So um, and anybody can reach out to me anytime. I'm happy to be of service, and I can't thank you enough for having me on your badass podcast, Dustin. Thank you, my friend.

SPEAKER_00 57:47

Thank you for the for your time. Thank you for sharing your story and uh and wisdom with us. Had a blast. Thank you so much. Thanks, mate. Make sure you guys go go follow Peter on Instagram. He's also, if you are whether you're doing content now or you plan to, he's doing such a great job with video and with graphic design, and he's just doing a really, really great job uh on social media with creating content. Like he said, you know, that's that's one of the things that is most important to him that he makes sure he does every single day is posting content on social. Well, he's doing it at a very high level. He's a great person to look to for guidance on you know who's doing it right. So go check him out at Peter Lorimer. We'll also link to his website and his Instagram in the show notes. So wherever you're you're listening to this, just pull up the show notes in your podcast player and we'll link right to it. Uh, guys, thank you for listening. I mean, I I love hearing the feedback from you guys. I love reading the reviews that you leave on iTunes. By the way, if you want to leave one, if you would please, Massive Agent Podcast.com slash review takes you right to Apple Podcasts to leave a rating or review. Takes literally like 90 seconds. No, not 90 seconds, um like two seconds if you're gonna leave a review. Or uh sorry, a rating. You just like click five stars and poop and you've helped us out. Um, but please share this with a friend. That's all we ask. Share this with a friend, share this with uh your coworkers, other agents uh in a Facebook group, whatever, but just if you've enjoyed this episode, please share it. Help other agents to um you know to hear the same thing, because there's a lot of bullshit out there, and we think we think we offer some pretty good stuff. Hopefully you do as well, and uh and we'll keep doing the show as long as you help us to spread the word. Enjoy your weekend, guys. Go sell some homes, go close some loans, take care, get some new clients, go to the beach. I'm actually recording this before I head to San Diego, and when you're hearing this, I'll be back from San Diego. So uh hopefully you were following at MastiveAgent on Instagram. Showed you some of the uh the trip to San Diego that my family and I just did before my son started first grade. And um ultimately enjoy your weekend. Take care, guys.