E2A 086: Becoming a Top Producer, In Real Estate and Authorship with Chris Chopite 

Episode Transcript

Please note: The transcript is produced by a third-party company from an audio recording and may include transcription errors.

Scott MacMillan:

You're listening to the Entrepreneur to Author podcast.

Announcer

Welcome to the Entrepreneur to Author podcast, the podcast that brings you practical strategies for building authority and growing your business. And now, here's your host, Scott MacMillan.

Scott:

My guest today is Chris Chopite. Chris is a real estate sales and marketing coach, trainer and consultant, founder of Inspired Co. and the bestselling author of Real Top Producer.

Become a 1% earner in any real estate market, which at the time of this recording has a perfect five-star rating on Amazon. Chris, my friend, so happy to have you on the pod. Welcome.

Chris Chopite

Oh my gosh. Scott, thank you so much. As I mentioned to you, it's an honor.

You thanked me first and I'm like, stop it. Don't thank me. It's an honor to be here.

Yeah, because I know what it means to be on this podcast, right? Like, I mean, the name of this podcast says what the journey has been. So it's a full circle moment to be here chatting with you, for sure.

So thank you for having me.

Scott

Oh, beautiful. Well, listen, to start, could you talk a little bit about that journey? Could you give our audience a bit of the Chris Chopite origin story?

What's been your journey to where you are today?

Chris

Well, I came to Canada as a young boy, not knowing English. I think I knew two words, shut up and don't touch. That's it.

That's all I knew, you know, from Venezuela. So when I came here, it was tough because I had to learn a new language, of course. But what I did know is that it was preparing me for a life of, you know, just a lot of ups and downs.

But that journey of having to blast through the trials and tribulations of coming to a new country and learning a new language and all that stuff in 1992-93 was just the beginning. So of course, I learned English and here I am today. But one of the coolest things that happened to me as a young man was getting the highest grade in grade 11 English class, which for me, I mean, for anyone else, it's like, whatever.

But there was a lot of people that were born in Canada that I did better than them. And I'm like, wow, this is crazy. And I go back to that moment where it's like in grade 11, I got the highest mark.

And I think it happened because I loved my teacher, like my teacher, you know, the teacher that I had then was phenomenal. And again, I'm just tying it back to now I'm an author, right? So what are some of the steps that kind of took me to where I am today from a young man, you know?

So I just see that, right? Like, I didn't know English. Then I got the highest grade in grade 11.

And again, like, I'm a published author. So it's just bonkers to me to think that I'm here. But on the professional side of things, Scott, I went to school, I studied architecture.

I loved it, loved everything about it. My favorite architect, I think many have this as their favorite architect is Frank Lloyd Wright. I got to see the Martin House in Buffalo with my wife about a year or two years ago.

And it was just breathtaking, everything that you can think of. So I mean, Falling Water is next. I got to go to Pennsylvania and see falling water.

So anyway, I got really involved in architecture. It was one of those things that I enjoyed. I still remember, like, it's true, we in class slept under our drafting board, and then to wake up the next day and continue drafting and getting our assignments done.

So that was pretty cool. So I graduated, everything fantastic. Then I started working for an architecture and engineering firm called URS Canada.

It was an American company. And I did that for two and a half years. And I'm like, ah, I don't know, man, there's a touch of something missing here that people is missing.

There's just too much computer work and design and OBC, and the OBC is Ontario Building Code. And there was just too much of that, I needed some people. And so I said, you know what, let me try building inspections.

So I went into building inspections, and too much dust, too much ladders going up and down. And I'm on a site, right? So there's just cursing back and forth, and you know how sites can get.

So I'm like, this is not for me either. And then on a trip to Myrtle Beach, I was listening to an audiobook. Here we go with books again.

I was listening to an audiobook called From Good to Great by Jim Collins. It's a common one. And ultimately, Scott, I figured out that my hedgehog concept was to help people, sure, because I love people.

But then in what? And then I thought, wait a second, I have a technical understanding of the real estate industry. So what if I help people in the real estate industry?

And then I said, and can that drive my economic engine? Can I be okay? If I'm the best in the world at real estate sales, will I be okay financially?

And we all know the answer to that, right? So I said, you know what, I'm going to go for this. I'm going to give it a shot.

And then I started. I started taking my license and doing all the stuff that I was doing. At that time, I was working two, three jobs.

It's in the book, right? So I was working two, three jobs, just trying to make ends meet. And then I started in real estate, and I became a top producer.

I was number two in my brokerage, top 5% in Canada. And that wasn't enough, man. It was like, okay, money, that's good, that's nice.

But it wasn't enough. I still felt like I wasn't impacting enough people. I still felt like I wasn't moving the needle forward in a larger scale.

And then I got an opportunity to coach, you know, through the Keller Williams infrastructure. Keller Williams is one of the... This is not a pitch, I'm just saying it.

But Keller Williams is one of the highest ranks in terms of training, period. Forget about real estate. Their training systems are phenomenal.

Led by a guy that I admire, Gary Keller, who wrote The Millionaire Real Estate Agent. And once I got into that ecosystem, Scott, I was like, yeah, this feels really good. Helping agents help people.

And the mathematical formula here, for those math whizzes on the end, this is not, in any stretch of the imagination, a whiz formula. But the most families that I helped was 24. 24 families was the most that I helped in one year.

And that year, I made just over 480. So I thought to myself, what if I can help 24 agents help 24 families? And so the math on that was, okay, now we're talking.

Now that's a greater impact. And then I said, you know what, let me try this coaching thing. And then it just took off.

It took off. I've coached over 100 agents. I've seen agents go from zero to hero, like six-figure agents, build teams.

And just I've been the catalyst of that. And it's just been this massive, selfish feeling of overjoy. Because at times, I feel bad.

Because I'm like, why do I feel so good when all these people are succeeding? When I'm coaching and I'm talking to people, like I said, I want them to grow, honestly, so that I can have this story. I just want to be able to say, yes, he did it, she did it, they did it, amazing.

And I was like a grain of sand in their beach. I helped catalyze that. I was a catalyst to that endeavor.

I helped them. For all intents and purposes, somehow I was involved in their growth. And that, to me, is a high I can't get rid of it.

It feels brand new every time. And then I wrote a book, Scott. And now I'm on a podcast.

That's it, man. I'm going to stop it there.

Scott

Oh, wow. Yeah. That's an incredible story.

And you talk about helping all those people and that being part of your story. And like you said, you've written your book. They're part of your story.

And you've recently published Real Top Producer. Tell us about it. Who's it written for?

And what's your goal for your reader?

Chris

Well, it's written for... It's funny. In order to write it...

You know this all too well. Of course, you have a big smile on your face because you helped me through it. But I had to kind of build out my client avatar.

And it was pretty intense in terms of like who I was speaking to the entire time. But ultimately, what it comes down to is that it's written for people in the real estate industry that are generating between $60,000 and $120,000 a year in GCI. People that have had success, Scott, but it's hard.

Like the business just is hard. It was hard. It was hustle.

They did it with hustle. They didn't do it with building a brand. They didn't do it with building a presence.

They didn't do it with having a solid marketing campaign. In some cases, some may consider that they even got lucky and they made $120,000. And they're like, how in the hell did I do that?

That is precisely who I'm speaking to. Those folks that they're like, man, it was either too hard or I don't know how the heck I got here and how to duplicate it. So the idea is that someone that wants to raise a family, play sports, live a healthy life, inspire people, and attract business, the concept is that they need to excel in their branding.

Well, their BPM, their branding, their presence, and their marketing. But prior to that, Scott, these people need to build a foundation because, I mean, architecture. So now I speak foundation because you can't build a house on fluff.

You have to build it on a good solid six to eight inches of poured concrete with a nice footing that is nice and wide so that the house sits on top and it's solid for 100 plus years to come. The same concept applies when we're building a business in real estate. We need to have a solid foundation.

So it's built for the folks that perhaps they started there. They had to build something quickly, but they built it on a foundation that may not pass the turbulent times of business. So this book is built for those people to give them a clear sense of how the foundation is built.

I mean, what are the steps to build a foundation? How do you get to creation, your branding, presence, and marketing? And then after that, how do you set the systems in place so that you can duplicate this on a year to year basis, become an inspirational force, and ultimately become a real top producer?

Scott

Let's talk a little bit about the writing process. You took a bit of a different tack than many authors, didn't you?

Chris

All thanks to you because I didn't know where to go with it because, I mean, it took me a long time to write this until, of course, there was a method to the madness that you provided for me, and then I just had to follow your lead. But a different method, yes. So initially, I needed some sort of outline.

I didn't know where to start. I was writing, and I kept saying it, and I kept thinking about it, and I joined organizations and coaching programs to become a key person of influence. And they kept talking about the idea of sharing your thoughts, some sort of something tangible that you can share your thoughts.

And I was like, okay, okay, but how and where? And I mean, it just all was this big ball of confusion. Okay, fine.

So I was writing, and I had stuff all over the place. I had the idea. So first, I needed an outline.

After the outline, Scott, after much discussion with you, I wasn't getting anywhere. I wasn't getting anywhere because I had the outline, and it was nice, but, dude, life happens, man. And I have a couple of kids, so they keep me.

They keep me busy, right, and family and business and the real estate team and coaching. So yes, the approach that I took, Scott, is I had to get lost. I had to get lost.

So I went, and I spent a week in a cabin. And in there, I didn't leave. The only thing I left to do was to walk around, and it was an orchard.

So yeah, there was an orchard and a grapevine. So it was just bush, and it was a beautiful space. And I can actually, honest to God, I can close my eyes and still transport myself there.

That's how amazing it was and how peaceful it was. So I locked myself in the cabin for a week, and I started writing one step at a time, and I didn't know what the hell I was doing. And initially, I sat down, and I was like, what?

Where do I even begin? Okay, I'm here now. I got food.

I got a bed. I got some movies, and I got a laptop. Now what?

And then you start playing some music. You start going back to the things that get you creative. So I started with my jazz, instrumental jazz, and just setting the ambiance, and then it just started to flow.

And needless to say, I succeeded. I wrote over 25,000 words in that week, which was fantastic. It did take another retreat, a smaller one, to do the editing part.

But I guess what you're referring to, I think, is the unconventional approach of getting lost to get found. If you can market that, I have to get lost to find my thoughts and to find myself so that I can actually deliver on this commitment that I had to you, to the team, to my wife. I have to get permission.

I'm like, can I get lost for five, seven days so that I can get this thing done? And she blessed the approach. And yeah, that's what happened.

That's what I did.

Scott

It's funny, because for most people, I recommend that they commit to a writing schedule, right? They're writing an hour, maybe two hours a day for Monday through Friday. Over the space of a month or two, they'll get the book written.

But for some people, you included, and we've got other authors that have taken this approach, getting away and just getting rid of all the distractions, committing to writing the book over a short period of time, like a week, 10 days, really does the trick. And I think the takeaway from that is there's not one right way. I think there's a way that works for many people, and there are other ways that work for other people.

And the consistent thing is having a really detailed outline that when you do sit down, you know what you're going to be writing about. And I think that's what really worked in your case. And kudos to you for committing to that and getting it done.

What about the publishing process? What did you find perhaps interesting, surprising, challenging? What was that experience like?

Chris

Interesting is how intricate it is. That's the interesting part. Challenging is how scary it would have been to do it alone.

And in terms of comments, I just wouldn't have done it. I wouldn't have done it without having the guidance through the publishing part, just everything. I mean, working with the editors, I mean, I guess that's all part of publishing, the editing, just the entire process.

Yeah, you don't think that writing a book, it's like, dude, it's easy. Just write the damn book, right? I mean, that's it.

And it's funny now with me being an author, a published author, Amazon bestseller, it's crazy that I can say these things now, but just now I'm inspiring people. And the first thing, I mean, here, you know what? I'm not even going to say it.

Scott, what's the first thing that comes to mind when you think that people find out that I'm an author? What do they say that they want to do?

Scott

Let me guess. I've always wanted to write a book. Oh, God.

Chris

That's exactly it, right? And my response to that is you could do it because I'm not special in any way, shape or form, but you're going to need some sort of template because there is so many ways to do it that you may get lost in the process. You may get lost in the process.

And all I can say is if I didn't have guidance, it's kind of like accountability, the understanding of the process. So accountability is one thing, right? Because I didn't want to let other people down.

And I think that's a critical part. It's like you don't want to let other people down. So I have to get my wife in it.

I have to get my publishing team, my editing team, all of us in it. And now there is three, four, five people. My children are like, how's the book coming along?

And I'm like, yeah, so about that, right? So the accountability, we don't think about that piece. Then there's the format because there's a million ways to write a book.

And so a business book is different than a fairy tale book and a children's book. And so it's like your mind can go in so many ways. And all I can say is that it's just impossible to get this done without some sort of framework.

It's impossible. I mean, in my opinion, having gone through it now, I would still be a wannabe author today had it not been for some sort of game plan that was built. And then the execution, I can't even say it was me.

It was the accountability that pushed me to execution, right? So that's been my experience, Scott, if that helps in any way. I don't know if that helps anybody listening right now.

But I don't mean to make it so that it's this daunting thing. That's not it at all. It can be done.

It's just that I needed help. And there is no way. And I'll never write a book by myself.

Even though I did it, I won't be able to do it by myself because there's too much life happening around me. And I need those bumper guards. I need a North Star.

I just need that piece in order to get it done. So I guess that's what I could share on my experience.

Scott

You know, here's my thought on it. You know, the reality is anybody who writes a book, a good book that delivers results for their readers, they're the expert, right? They're the ones bringing the ideas.

But unless they're writing a book about publishing or about writing, the publishing and the writing isn't that expertise. And so that's perfectly normal, right? For you, you say that you're not special.

I would say you are special. Your specialty is in helping people become the very best real estate salesperson they can possibly be. You don't need to be an expert in writing.

You don't need to be an expert in publishing. That's not where your superpower lies. And you know, you've found the way to get your ideas across the finish line.

And you know, I'm proud of you, man. But listen, what are your business goals for your book? How are you using it to support your business?

Chris

Yeah, great. Great question. So it didn't start where I'm going to share that we are, okay?

So I just want to be very clear that, you know, anyone listening to this, Scott, and you don't know what's going to happen, but you at least need to put one foot in front of the other. So with that being said, let me share what the original plan was and where we are today. Because I think it's important that I share that it wasn't even the plan until it became the plan, okay?

Initially, Scott, the idea of the book was very simple. I want to have some sort of a business card that is stronger than a three-by-five little piece of paper that people throw out. That's it.

It was just, I need something that states I am an authority in this topic. And here's the proof. And if you wish, we can speak further on it.

That was it. It was just a glorified business card, okay? So that's how it started.

And I started building it and building and building it throughout the process, this idea of the RTP assessment came up. And then, hmm, so what if we have a process of assessing real estate agents in terms of where they currently are and where they intend to be, and then we coach the gap? Okay, that was the next thing.

Scott

And RTP is real top producer for this listing.

Chris

Real top producer.

Scott

I'm sorry.

Chris

Yes, I'm already pretending like everybody knows who I am and what this book is. So yeah, so the idea is, okay, so the real top producer assessment, we figure out where you are as a real estate professional, where you want to be or where you need to be in order to be a real top producer, and what's happening in there, let's chat, and then jump on a call with Chris, let Chris help you. Cool.

That was good. Then throughout the process, another epiphany happened, and in the middle of the book, there's a part called the BPM, the creation, but it's called, you know, the chapters are branding, presence, and marketing. And what we realized as a whole unit, I mean, with my team, with speaking with you and just seeing the market out there and what's happening is that me helping people become a real top producer is not scalable if it requires me all the time.

I mean, you know, imagine if I do, you know, 30 assessments, and now I have 30 people that I have to work with on a one-on-one basis. Now, I mean, forget about the impact that I'm trying to make. I just literally shot myself in the foot again, you know, where it's kind of like, okay, well, how are you going to help more people that way?

Cool. So then this whole BPM accelerator was born, which is the course that teaches people how to build a brand, increase their presence, and master their marketing. And then it was like, for everyone, for everyone, an inspired code, like, I mean, it just all started moving completely different.

And that all happened throughout the process, which is the beauty behind it is that you don't set course and you don't necessarily know which island you're going to find. So I don't think Christopher Columbus said, I'm going to find this. I mean, it just happened.

Like, we were just, we were on route to find what? I don't know. We're on route to find land, man.

I don't know what we're going to find, but we're going to go that way. And then we bumped into the accelerator. And now I am incredibly proud to say that the accelerator, we have shot all the videos.

We spent three weeks shooting all the lessons. We have shot everything. We're going into post-production now.

We're going to be launching it. We have a marketing and sales and marketing team. We have a marketing company that has joined forces with Inspired Coal.

It's a three-headed monster, and it's this incredible course that's going to help agents build a brand, increase their presence, and actually pick a marketing campaign or a marketing approach and turn them into six-figure agents, into real top producers, and into an incredible inspiring life, which is bonkers. I never thought it would even get there, right?

Scott

That's outstanding. Now, you've got some pretty ambitious goals for distributing the book. Tell us a little bit more about that.

Chris

Yeah. Okay. So here's the funny part with the distribution.

I mean, ambitious, well, you know of the first ambitious, but there's actually another ambition, which I won't get into that one. But the ambition is 1,200 copies a year, which, I mean, ultimately, it ends up just being, obviously, if you do the math, it's 100 copies a month. And that's the goal, 1,200 copies a year, which I didn't think it was...

I mean, you're telling me that's ambitious, and I kind of get it because I got my first 50 copies, and I've only handed out 20. So I get your point in terms of ambition, but I think I have a pretty good plan on how to do it.

Scott

Yeah. And that's key, right? It's only as ambitious as you want it to be.

And having a plan for reaching that ambition makes it a realistic ambition. And the reason that I call it ambitious is too many people publish their book, and then they expect the book to just find a home, right? And that's just not the reality.

The reality is you have to have a plan to get the book into the hands of the people that need to read it. And that is where you're going to get the business results. So that's why I wanted you to talk about it.

I think it's a great ambition. I think it supports the goals that you have for the book that you talked about, right? The BPM accelerator and helping people.

So that's why I wanted to talk about it. So talk a little bit, too, about the impact that the book has had so far.

Chris

Okay. So there's a few levels of impact, okay? There is the friends and family impact, which is interesting.

It's very interesting. Obviously, Scott, when people find out, they're like, oh, wow, some people don't say anything, which I'm not going to get into that aspect of things as to why they wouldn't say anything. I'll let the listeners kind of carry their thoughts with that one.

But let's stick to the positive side of things. There has been incredible support. A lot of people saying how proud they are.

My children see me completely different, of course. My son is like, wow, that's so cool. I mean, obviously, at 13 years of age, those are the words that he's thinking.

He's like, wow, that's so cool. You have a book on Amazon. He's seeing the book.

He's seeing, I showed him where his name was. And it's just, so it's got that impact, right? The friends and family impact.

On a professional level, it just completely catapults you into new heights. From a real estate perspective, I have been receiving a lot of partnership requests, people wanting to build businesses together. Because now they're like, wait a second, we got to do some business together.

And I'm like, yeah. So the challenge has been, Scott, truthfully, is that I need to now get lessons and coaching and training on how to say no more often. And how to be, let me call myself less pleasing, okay?

I have to actually work on being less pleasing and more like, okay, hold on a second. Does this drive towards my end goal? I have to ask a lot of internal questions now because it's opening up a lot of doors.

So now I have to get, it's just different. I have to, I'm molting. I'm molting.

I'm literally just shedding a layer of skin and I'm just, with that, a lot of things are going to be left behind and I'm going to become a new person because of it. And I love who I'm becoming. I love who I'm becoming.

So that is what's happening. That's what the book is doing. On an internal basis and kind of like on a physical, in a physical form, I'm changing.

I am morphing. Friends and family are appreciating the fact that, wow, he's an author type of thing. Yes, they see me differently.

Business opportunities are coming. From a perspective of the agents that I've coached, oh God, I mean, when they, I mean, it's just amazing that I can write messages on a book now and just say, hey, listen, thank you for being part of my journey. And I don't think they realize how proud I am to give them my book.

And I think it's countered by them being so amazed that I'm giving them a book with me writing in it. And in the process of me writing in it, I'm like a kid in a candy store that I'm like, I can't believe I get to write this for you. So for me, it's just every time, I have a process, by the way, of writing inside the front page of the book.

And I have a pen that I write it with, and I sit in a specific place, and it's a process. I grab my phone, I put instrumental jazz on, that's my go-to, and then I write the message. And I don't write it with any other pen.

If people are like, can you write something? I say, perfect, give me the book, I'm going to take the book home, and I'm going to go through my process. So I even have a process of writing messages in the book, which I love because it's my, and I only do it early in the morning because after seven o'clock when my kids wake up, it's like, if they just say hello, then all of a sudden I misspell the person's name or something.

And I've made mistakes, Scott, to the point that I'm like, I wrote it in, I'm like, oops, and then I pointed to the error. And then I kept writing, and I made another stinking mistake, and I'm like, oh my God, then I'm like, oops again, exclamation mark, and I pointed. And I showed it to my wife, and she's like, it's okay, this is a real thing, this is you making mistakes, this is you, just don't white it out, scratch it out right on top of it, and put the little V, you know when you want to insert something because you forgot?

I put like the little V, I'm like, there should have been an A here, and I'm just having fun with it, man, just being authentic and organic with it. And so that's what it's done, that's what it's done for me.

Scott

It's those imperfect copies that are going to be the collector's items in 50 years.

Chris

A hundred percent, yeah, yeah, yeah, exactly.

Scott

What's next for you, Chris, your business, what are you looking forward to on the horizon?

Chris

Yes, so next up, Scott, is I want to ensure that the BPM accelerator is changing lives, so that is next. On the back of this book, we're going to use this book as the huskies that are going to carry the sled with goods. So this book is going to be the thing that opens doors so that the BPM accelerator can actually change lives, for people…not for people…for real estate professionals that are looking to, you know, live an inspirational life, and you know, be courageous, create quality, live inspired…so that’s one…

I also want to ensure that with the things that I’ve learned through coaching and everything that I’m doing…because it’s funny…they they say that if you want to learn something really well, teach it. So now that I am teaching the art or sales and marketing and real estate, I am learning as well. I am learning because I now have to ask questions, I have to reach for higher mentorship. So now I’m learning and I want to pass on a lot of that information that I’m learning to my real estate team and help them grow.

I have an itch to lead one of the top real estate teams in Canada and if it takes me 5 or 10 years to do it…I did it as an independent individual, now I want to do it as a team leader, now I want to do it as a founder of a team.

So I have those 2 targets on the horizon – one is the way to change the way real estate professionals behave, act and think in the real estate industry by building their BPM and the other is to prove that I’m a great leader and that I can lead a team of like-minded and focused individuals into great production and change the lives of end users which is clients and homeowners and things like that. So those would be my two headed monster thing that I’m driving here.

Scott

Where is the best place for people to get in touch with you if they’re hearing what you’re saying, it’s resonating with them, they want to learn more and they want to get in touch?

Chris

Of course. Well the best thing is going to be on Instagram. I’m happy to connect with anyone and everyone through Instagram. Through there, they can reach out to me and I have a LinkedIn that…sorry not a LinkedIn, I have a link for my Calendly and then we can book appointments and things like that and yeah obviously you can download the book on Amazon if you want to get my thoughts, generic thoughts and if you wanna…if you’re a real estate professional and you’re looking to, you know, build a better brand, increase your presence, master your marketing…look out for the BPM Accelerator, that’s going to be coming at the end of this year and then we’re really going to start marketing it hard in 2025.
so yeah, I mean there’s LinkedIn as well, you can connect with me on LinkedIn, that’s my professional kind of page, I enjoy being there on LinkedIn. I’m going to start my articles again, by the way, so I’m going to be doing the RTP Insights, so the Real Top Producer Insights articles and I’m going to be posting them on LinkedIn, so you can hear some of my thoughts…read some of my thoughts there. So yeah, Amazon, LinkedIn, Instagram, those would be the best ones.

Scott

Alright, we’ll put those links in the show notes. Chris, this has been awesome, thank you so much for being here and for being generous with your time. What you shared both today and in your book is obviously super helpful for real estate professionals, but there is also a ton of excellent guidance for business owners generally and I know our audience would have gotten a lot out of it, so thank you again.

Chris

Thank you, Scott. Thank you so much. It was a pleasure.

Scott

As we wrap up this episode of Entrepreneur to Author, remember this.

Now is the time. Time to write, time to publish, and time to grow. I'm Scott MacMillan.

Until next time.