Ryan Pineda Reveals The Secret Systems Behind His Multi-Business Empire | #Success - Ep. 43
49:49 Share

The Hoover Dam wasn't built in a day. And the GMC Sierra lineup wasn't built overnight. Like every American achievement, building the Sierra 1500 heavy duty and EV was the result of dedication. A dedication to mastering the art of engineering. That's what this country has done for 250 years.

And what GMC has done for over 100. We are professional grade. Visit GMC.com to learn more. Assembled in Flint and Hamtramck, Michigan and Fort Wayne, Indiana of U.S. and globally sourced parts. You may get a little excited when you shop at Burlington. Burlington saves you up to 60% off other retailers' prices every day.

Now, obviously, if you want to sell stuff online, you're going to need a good funnel. But if you want a great funnel, then you're going to need to use ClickFunnels.

ClickFunnels is the number one funnel builder in the world, helping more first-time entrepreneurs to leave their nine-to-five and to launch their dream than any other company on earth. ClickFunnels was built for the dreamer and the doer, and you can get a free 14-day trial by going to clickfunnels.com slash podcast right now. That's clickfunnels.com slash podcast. ClickFunnels, because you're one funnel away from changing the world. This is the Russell Brunson Show.

What's up, everybody? Welcome back to the show. I'm pumped today. I've got a guest who flew all the way from Las Vegas to here, and he's leaving in like an hour from now. So first off, grateful that he came all the way. Someone who first time...

I started seeing you popping up online everywhere. And then we were at the event at the Muscles House. Yep, yep. And I saw you. I was like, oh, I know that guy. That's kind of the first time we connected. And someone who I've, ever since then, been watching everything you're doing. It's just fun watching you and watching your business and your growth. And I just really enjoy our conversations and pumped that you were willing to come fly here. So his name is Ryan Panetta. He's got a really cool company, doing a lot of cool things. But first off, thanks for flying out, man. Yeah, no, I'm happy to be here. It's funny, I was telling you.

you know, my first exposure into the, uh, now what I know is the internet marketing world, uh, was through you at our Cardones event back in like 2018. That was the one we set the record. Yeah. I literally had no desire to ever get into education space or anything. And then, um, you made a compelling pitch and I was like, I don't even know what I'm buying, but I'm going to buy it. And like, uh, I read expert secrets and I was like, okay, this makes sense. And I think like the big thing for me at that point was, um,

I was flipping houses, doing real estate, but I don't know. I just didn't want to be like a guru. And then you kind of made the argument of like, oh, dude, by not sharing your knowledge, you're doing everyone a disservice. And it really made me look at it differently. Yeah. Interesting. So that was what your full-time thing was just fixing and flipping, that kind of stuff at the point? Yep. And then that was the decision to... Because you do more than real estate stuff now, but was that the very first... What was the first product, I guess, you created after that? Yeah. You know what's funny is...

Up to that point, I was already making a million bucks a year just flipping houses and stuff. So I didn't really care for the internet world. But after that, I was like, all right, I'm going to write a book. So I wrote a book. Then I was like, I'll make a course. So I made a course. And I literally did not sell it or do anything. I didn't understand marketing. And so I just thought people would buy it. Yeah. Why are they buying my stuff? Yeah, I'm like, why do I not sell? So I literally didn't sell any courses. I sold one the first year. And...

I was like, man, this just sold one, just one. Literally. I sold one digital course and this was 2018 right after, you know, and I took action quick. I read the book. I'm like, okay. And I wrote my book within like two months. Oh, wow. And then I made the course based off the book and like I was following all the steps, but I didn't follow the step about like actually marketing it and doing webinars. I didn't want to do any of it. I'm just like, people should buy it. It's so good. And then, um, no one did. So I kind of sell the one though.

I just post on Instagram and someone bought it. Yeah. And that was it. And I didn't have a following at the time. So, you know, long story short, like two years pass, I don't really do much in education, but I'm still just doing real estate. And then it wasn't until I got on social media organically that education really actually started to take off. And then I'm like, oh, okay. I understand. Like I got a market, you got to get traffic. You got to have a landing page. Oh, I don't even have a VSL. I don't have any of this stuff.

my offer sucks. And then you start putting them all together. Yeah. And I'm like, okay, I get how this works now. Yeah. Now you're in the game. Well, I want to step back before we get too deep into your business and try to understand it. But like, um, uh, I think one thing I connect with you also is just the fact that you were an athlete prior to this, right? I think a lot of people come in this world and they're trying to figure it out. And, um, I feel like the athletes who come into the business world have a, have a unique advantage. And I'm curious to your thoughts. Cause you played baseball, um, at a pretty high level, right? Yep. Professionally. What do you look like? Like,

You taking the jump from athletics into business, what were the big benefits? What were the things I think you got from sports that helps you be successful in the business world? Yeah, I mean, I think you could agree with this. Like in sports, every day you're competing. Every day...

You don't feel great, but you got to still perform every day. You have to just deal with constant challenges and opponents and what, and your opponent could be competition. It could be Facebook. It could be the algorithm. Like it could be anything. Right. And for me, it's just like, I'm never going to complain about what's going on in the world. I'm never going to complain about cost per lead or, or,

any of this stuff that I see lots of people complaining about, it's like, guys, just deal with it and just keep moving forward. So I think it's just the mentality of, look, if we're going to play the game, like, let's just play the game. Let's not complain about it. Let's just keep pushing forward no matter how hard it is. Um, how many years you play baseball? Well, I played my whole life, but I played professionally for eight years. Okay. What was, uh, yeah, what was your, like your highest high and your lowest low through baseball?

Well, the lowest low is easy. The lowest low is the first time I got released. You know, I was 23, almost turned 24 years old, and the Oakland A's released me. And they're like, hey, you know, you're not good enough. Is it a phone call or a letter? How do they do that? No, it was in spring training. Sometimes it's those things, but this was in spring training. And, you know, they just call you in the office, and they're like, hey, you know, we're going to go a different direction. It's kind of like getting fired, you know? And...

I mean, you just got to imagine when you're a young kid and you're always the best. And then, you know, you're 24 and your dream is just taken away. And it's like, now what? And so that was the first time in my life I had to contemplate, oh, wow, like baseball might not be my future.

And at that point I didn't like real estate. I wasn't doing social media or any of this stuff. It was just all baseball. So was that the end of the career? Yeah. I, you know, I thought it was the end. Um, I had played three years with Oakland and then I ended up playing five more seasons, um, and independent baseball with other teams and stuff. So, but, but during that time, during that five years, I kind of like was like, all right, this is not, this is for fun. Like this is a long shot. Um,

If it works, it works, but I need to start prepping for what's next. And so that led me to real estate and everything else. Did you have a teacher in real estate or did you just kind of figure it out on your own? You know, my mom was a realtor. She's been a realtor now for over 40 years. So in one sense, like, you know, she was there, like I saw it, but I was never interested in it. Like I was just interested in baseball. You know, it's like if your kids are super into wrestling, you know,

I don't know how much they're into digital marketing, right? That's kind of how it was. So it wasn't ever on my radar. It's just I knew she did it. But when I got into it, I mean, you got to also remember, like, I got in in 2010 originally when it was the worst market ever. I mean, we had just...

had the crash, you know, the average home price in Las Vegas was like a hundred thousand dollars. So it's like great time if you had money to invest, but if you're working off a commission, what's 3% of a hundred thousand, it's three grand. And it was so hard to sell that house because no one had money. No one could get loans. Everyone had bad credit. And it made me really like not even like real estate because it was so hard.

And that was kind of like now in hindsight, thinking back my first experience dealing with like, um, maybe not like optimal conditions for an opportunity, you know? And then,

It, I kind of just didn't even want to do real estate after that. And I, and I did, I left for a long time. I was a realtor. I left for a couple of years and then I didn't get back into it until five years later, flipping houses. Okay. What got you back into it at that point? Desperation. Like, yeah, like once again, I just, I had played minor league baseball for five years, making 1200 bucks a month.

And I was broke and I didn't have money and I just got married. And I'm like, how do I provide? How do we, you know, survive? And, you know, I think I was just praying one night and God was like, literally, I'll never forget this. I just heard real estate. And I haven't ever heard God's audible voice or anything like really much ever since then. But like real estate just kept popping up. And I was like, huh.

I hate real estate. Why would I do this? And then I saw this TV commercial about flipping houses for no money. And yeah, it's just like scammy infomercial. Um, but I just felt something like looking into it. So I looked into it and I'm like, Oh, okay. And there's like this wholesaling thing. There's this, you know, hard money thing. There's all these things like you can actually flip if you don't have money. Like I know I could hustle and get deals, but I don't have money. And so that kind of led me down the path.

This is interesting to hearing you twice now. Like you're like, I didn't want to be a coach, but I got into coaching. I didn't want to do real estate, but I got into real estate. Like I think a lot of people come to my world cause they do want to be a coach and they're trying to figure out how they struggle. But for those who like,

Like, I'm not passionate about this. Why should I be doing this? Like, how do you inside of an opportunity, like both of these, how did you find enough passion to actually do it? Cause it takes a lot of, yeah, a lot of work. Right. And you just brought up a good point that I've, I've told people before too, like even what I do today, I don't really care about social media. Like I really don't get all fired up to go film and do podcasts and like script a video. Okay. Like it doesn't really fire me up. Like I get fired up to go play golf, to do cool, fun stuff, to do

Uh, to do right. A Boise. Yeah. No, I'm fired up to do that. I love doing that. Um, I enjoy ministry. Like I enjoy those things. Um, but most of the things I have to do on a daily basis, I don't necessarily enjoy it. Now. I also don't hate them. I'm just kind of like indifferent and I just happen to be good. So it's like, I don't believe this thing where you have to follow your passion.

I believe that you do whatever you're naturally skilled at, and then you use the results from that to fuel your passion. So because I have a business that can run itself, I can go golf and give and do the things I want to do. Because my real estate business has been very good for a long time, it's made me money and it's given me resources and things. So I more so would encourage people who are trying to figure this out to think about the end result you look for,

And not so much worry about the vehicle of how it gets you there. Yeah. I think it comes back to sports. For me, I love competing. For me, wrestling, there's a tournament, there's a match. I love that. But then everything leading up to that was like cutting weight, not eating or drinking. So bad. Working out, lifting, running, waking up early, training.

tired, sore. You know, it's like you go through all that pain for like this, this, you know, wrestling, it's a six minute match to get your hand raised, you know? Um, I think a lot of people when they get into entrepreneurship, it's tough for them because again, they're like, this isn't fun. This is hard. And they just stop. They just keep,

I was yelling like, stop, stop me. I just keep going. Like you can do the things that aren't necessarily the most fun. If you're like looking forward to the thing over there. Right. Which is whatever they are passionate about. Well, I was talking to you before too, like about that webinar you did that was like kind of your guys's first major breakthrough. You said you did it 80 times live, uh,

You ever greened it and all that. And I'm like, there ain't no way anyone could like doing 80 webinars. Even if you're the king of webinars, like that's going to get so boring. The same presentation, minor tweaks, you know, this and that. But yet you did it 80 times. And I was like telling, you know, some buddies here. I was like, man, the thing I respect the most is people that have longevity because longevity requires you to do the same things over and over again, over and over again.

And it's so boring. And we live in a world of shiny object syndrome where everybody wants new and everybody wants to find the hack. And it's like, no, dude,

The boring stuff is literally what builds greatness. Yeah. A lot of it. Overtime, compounding, keep putting it in. So, okay. Let's transition back to the, to your coaching business then. So you sold your first course. Yeah. It was great. By chance. At least you sold the one a lot of people met, you know? Yeah. So at least you had like the proof of concept, like someone paid for this. Yeah.

But you, cause you're right now, do you guys run paid ads? You, you understand social now. Okay. Last time you weren't quite there or doing much of that. So, yeah, you know, so it's interesting, right? Like I, I had really not much success in the education space my first couple of years. Then I started making YouTube videos, Tik TOKs, everything during COVID and, you know, it goes from basically like zero to, we almost did a million bucks just organically. And I'm like, Oh, this is cool. Like that, that's a lot of money. You know, it's like pure profit.

Then the second year we did three and a half mil, like pure organically. And I'm like, wow, this is like a really good business. You know, like the profit margins are crazy. And then the third year we did $10 million and very little paid ads. I mean, I don't even remember the numbers, but maybe a million dollars max.

And, um, you know, so you can do the math. It was a lot of money. And, you know, from there I just kind of realized like, oh, okay. Like you kind of stall out organically, even if you're super good. And so I finally started dabbling in paid ads, you know, that year. And, um,

Now, I'm very heavy in paid ads because I now see... We're in a different world today where it's interesting because the way I always looked at it was all the paid ad guys, they made such easy money eight years ago because nobody's doing it. Cost per leads are low. It's crazy. Now...

Your customer acquisition cost is so high. How do you become profitable and all these things? And then organic is harder than ever because there's so much content out there. And so it's like, everything's harder. So what do you do? And I just came to the conclusion that it was like, okay, I think the optimal thing going forward is that

You're going to run paid ads to sell, and then your organic is going to basically nurture and convert. You know, it's like, all right, they're going to get awareness of me with paid. They will even convert on paid too, but I don't even really want to pitch anymore in the organic. I want it to just be the proof. And all these people I'm attracting paid to, you know, come visit it and be like, okay, this guy's actually the real deal. Yeah. Interesting. Interesting.

That's very interesting. What's up, everybody? Russell Brunson here. I've got something really cool to share with you today that I think is going to speak directly to that fire inside of you. You know, as entrepreneurs, taking risk isn't just part of the journey. It is the journey. It's built into our DNA. We've all had those moments where an idea hits you out of nowhere and your gut is screaming, go for it. And your brain is like, wait, are we really going to do this? That tension between the bold vision and total fear, that exact leap is what this new podcast season is all about. It's called The

This is small business, and lately I've been hooked. Seriously, the host, Andrea Marquez, takes you behind the scenes with real founders, people who don't just dip their toe in the water. They cannonballed into the unknown and figured it out midair. And yeah, sometimes they crashed, but other times they absolutely soared.

What I love about the show is how raw and unfiltered it is. These aren't sugar-coated startup stories. These are moments of panic and pivot and hustle and breakthrough. And every single episode is loaded with lessons that you can actually apply to your own journey. There's one episode where the founder was literally days away from walking away. But instead of folding, they made one bold move, and that move ended up being the game changer. That's the stuff that lights me up. It's like getting a front row seat to the kind of decisions that define people's legacies.

If you're constantly on the hunt for that new edge, whether it's a mindset shift, a new strategy, or just the spark of inspiration to take your next big step, you've got to check this out. So go follow This Is Small Business on Apple Podcasts, Spotify, or wherever you listen. This is the kind of inspiration that reminds you why you started and helps you figure out what's next. Don't miss it.

All right, funnel hackers, let's have some fun for a second. One of the hardest parts about B2B marketing isn't getting attention. It's getting the right attention. I'm sure you know what I mean. Isn't it a pain when you see the weirdest ads showing up in your feed? Ads for things you know you would never use in a million years, and you start thinking, that person is wasting so much money targeting me for a product or service I will never use.

And here's the thing. Those companies probably thought that they were marketing perfectly, but they were wasting money because they didn't get their targeting right. And that's why LinkedIn ads is such a game changer. LinkedIn isn't your everyday social platform. This is where over 1 billion professionals, people who are already thinking about business are hanging out and their targeting options are unreal.

You can target by job title, industry, company size, role, skills, revenue level, seniority, literally laser focus to the decision makers who can actually buy what you're selling. It's like having a magic filter for your perfect customer. And if you're serious about growing your business and you don't want to keep paying to show people ads who will never buy, then you have to get on LinkedIn. Here's the best part. LinkedIn will even give you $100 credit on your next campaign so you can try it yourself.

Just go to linkedin.com slash clicks. That's linkedin.com slash C-L-I-C-K-S. Terms and conditions apply only on LinkedIn ads. So,

All right. So with your social stuff, I want to understand, again, I'm getting, I think, I feel like we're having more and more success with social, but we're still, I feel like beginners, even all said and done, you know what I mean? And I'm just curious, like when you did start social, like what, what did the strategy look like? What's it kind of become over the last, the last few years? Yeah. So when I first started, I said, I want to be known for something. And so at that point,

house flipping was like the main thing. And I said, if I could just become the most known house flipper, you know, on Tik TOK and YouTube and these platforms, then my goal is good. And I felt like within a couple of years I had did that, you know, and, um, you know, sure. Could I have like really hammered it even more and tried to like,

you know, plant a flag and whatever for sure. But I also kind of got bored of it. And so it's like, dude, I can only talk about flipping a house so many times. So eventually I started to brought out into things that actually interest me more so, which was like all things of entrepreneurship, um, faith, you know, like anything and everything. Um,

And I went more broad and it's been great. You know, you attract a lot more people. Now you may not monetize those people. Like I always tell people like organically, truly, if you really like wanted to optimize for money, you should stay in a niche and you should just hyper niche and every piece of content be about that thing. But at the same time,

At the same time, like, will you burn out talking about the same thing over and over again? And for me, I knew I would have. Like, I want to build something that, you know what? I can be on social media for the next 30 years. That's how I see it. So I'm looking at it like, what could I possibly do the next 30 years? And it's like, well, I'm going to have to talk about a lot more than just flipping a house. So, you know, that's kind of my mindset on social now. I would also say another belief I have is that longer content is always better.

Um, I think reels, Tik TOK, all that stuff is like how we would view an ad. And then, you know, your YouTube video should be like a webinar and the longer, the better. I mean, YouTube wants you to be on the platform. It's just do the math. Like YouTube promotes, look at the biggest podcasts in the world. They're all two, three hours. Like,

they want you staying on for two to three hours. So I think... Is that your strategy? Are you doing shorts to push people to longs? Are you doing just on platform or cross platform? Or how do you guys think about that? Yeah, we used to do a lot of like shorts and clips on Instagram and everything to try and push them to watch the long form YouTube videos. But, you know, the algorithm is always changing. So I'm kind of even at a point now where...

I'm more so focused on just going to stop repurposing so much and start really making more intentional content organic or like on short form. So instead of them just pulling the clips from this, right? Like it works, but like,

I could get 10 times as many views if I just actually thought about something and said, okay, you know, here's the reel I'm going to make. You know, for instance, I talked about yesterday tariffs, you know, they just had the tariff deal. And it's like, by just being intentional, that video gets 10 times as many views as something else. Cause I'm just actually thinking about it. Um,

So I would say that I would more so, instead of trying to push them to long form that way, I would more so focus on just making great content for the platform and then expect that that platform's going to have its audience who likes that platform. And they're going to organic... The algorithms are getting so good that they're going to post... They're going to recommend you to other people. So it's like you said, like we met and then, you know, you started just getting recommended my stuff. And it's like...

That's how it's just going to keep getting better. So I don't know that there needs to be as much cross-promotion as before. Yeah. I think we didn't really get to, like you said, the tariff one, right? Like you're paying attention to what's happening socially or like, you know, people are talking about in the market. Like I remember, I think it was October 6th after everything happened, Israel, Gaza, like that kind of thing, right? Yeah. And like two days later, a day later, something, you post this whole video. I was like,

Oh, it was a great video, but also it was like, it was very much trying to explain that. It's controversial. Yeah. Controversial to explain the, the, how this has been happening for so long and why and everything like that. Um, but are you looking for those things? Like just waiting for what's happening every single day or just waiting for the right opportunity where you've got something to comment on or how do you do that?

I should do that way more. So that's actually like what I'm having the team focus on is like, cause I don't watch the news. So like, I'm like guys, so you're trying to bring me good stuff. Yeah. I'm like subscribe to frigging morning brew and every news, pop culture, economics thing you can. And then let's, you know, come to me. I mean, look, it literally takes one minute for you to bring me a piece of news, react to it. And then you guys could go make the video in an hour. And like,

That could get hundreds of thousands of views. Why would we not do it? Versus like, think about it from a time efficiency standpoint. They got to sit through this hour podcast anyway and look for a clip. Like it's harder to find a clip on this podcast than it is to come up with a topic. And then make one of them. Yeah. And, and, and coming up with the topic, we'll get way more views.

So that's the, and it took me years to realize this because I've just been having them do this because it's easier for me. I'm like, dude, you know, just go find good clips. You're talking all day long. Just grab some clips. And that worked for a period. But I think that as competition increases, as the quality of people's content increases, that's just not as effective. Yeah. So how do you, just going back to that clip specifically, but you weave your faith into a lot of what you're doing, which I,

I do similar. Most times it's fine, but every once in a while you hit on a chord that causes controversy. How do you navigate those waters? I just don't care. I think it goes back to the end result of what you're doing. At the end of the day, what is the end result I'm trying to achieve? I think that there doesn't have to be one main thing, but I could tell you, okay, so my end result is, number one, I want to do this a really long time, and I want to do it in a way that's

Yeah. Okay. I want to do this for a really long time. So how am I going to do this for a long time? Well, I'm going to do it by not being inauthentic. I'm going to do it by just being who I am. So that means that who I am is going to be a flawed. It's going to be a controversial because not everyone's going to agree with everything I see or I believe. And that's okay. So, okay. That's number one. I'm just going to be who I am.

Number two, okay, like what are the next most important things to me? Well, you know, yeah, I want to see my businesses grow and everything else. Like that's definitely an element. So let's make sure we make enough content that would directly correlate to growing the brand and business and everything else. Three would be, okay, faith. You know, faith is such a huge part of my life. And in the end, when you really think about it end result wise, what's the end result we're all going to have? We're all going to die. Yeah.

That's all of our end results. And so if you're not sure of what you believe when you die, to me, that's like the most fatal mistake anyone can make. And yet we live, most people live life, not even thinking about it. They're like, oh, well, you know, I'm so busy with this problem and that problem and this next big thing and that big thing. And nobody really contemplates like, what does the end truly look like?

And if you don't have a good answer for it, well, depending on what you believe, there are different consequences for that. Ignorance is not in any denomination or any religion like an acceptable answer. Yet so many people choose the idea of like, well, you know, I think if God's good, he'll figure it out. It's like, what religion is that? There's not any religion that says that. That's your religion of how you hope things go. So anyways, yeah.

All those are important to me. So like, I don't really care about what happens in between those if those are truly what I'm looking for.

Do you, in your events and stuff, do you bring a lot of faith into those as well? Yeah. Yeah. So, you know, WealthCon, so I mean, we have two different events. So we have a Wealthy Kingdom, which is our Christian nonprofit. So that's all just faith-based. And so everybody, you know, those, most of those things are free. You know, we got Bible studies. We got all these things. Is that a local thing or people fly in for that? Yeah.

Well, we have Bible studies all across the world. So we have last year we had over 3000 meetings and people's offices, homes, all that stuff. So that's just everywhere. Um,

And then, you know, yeah, we have live events like people can fly in for. We have, you know, community just like, you know, all the normal things we do just in normal business. We do it on the nonprofit side. And then, you know, for the for-profit stuff, we have wealthy investor for real estate. And yeah, I mean, at that event too, we also always incorporate faith. And once again, I don't, I don't even advertise that as a faith event. It's just like, oh snap, they're doing like a worship service right now. Like what is going on?

I'll be like, well, you know, this is important. So I'm not even going to put in the schedule. Like you can be offended or not, but I don't really care. It doesn't matter to me. Yeah. I think it's interesting when people get offended by, anyway, it's always, it's always fun for me because you get that, you know, we do our big events and there's always,

almost every presentation there's like 98% people happy and 2% are offended no matter what the presentation is. Yeah. And so it's like, eventually it's like, well, someone's going to be offended no matter what. So we should probably just do what we feel like we should be doing, you know? Well, and what's crazy too, like even at your events, like, okay, you know, like the number one offense that maybe people have advances is like selling.

Right. And it's like your whole event is people who want to sell and learn how to sell. Therefore. Yeah. Like, so nobody should be offended at yours. Um, but yet people are because you can't please everyone. Yeah.

Yeah. People are tough. Um, you've changed how you do your events in the last, since last time I hung out, didn't you? Cause you guys were doing them quarter every quarter. So what's the, what's the model? I'm curious, like why you shifted away from that and what the new, yeah. Cause you're putting a thousand people a quarter. Cause your office, I was like, that seems so stressful to do an event with a thousand people. Yeah. Truthfully. I mean, talking to you. So, um, at that point we were doing it every quarter. We did that for years. And, um,

It wasn't a plan. It just like happened and we got used to it. And so it just became a thing. And, you know, I really sat down and thought about it. I'm like, yeah, I mean, these events really aren't even profitable. Like they're more fulfillment than anything. They don't lose money, but they don't really like go light the world on fire. Definitely not a good use of like return on time and the amount of effort to fill in the time, effort, everything, not a bad or not a good thing, but yeah,

you know, on the flip side, how much brand value did it build? Like it was a lot of work and very few have done that. And then like also too, it's like, we know how to throw really good events now because we just did them so frequent. That being said, um, I've actually learned a lot since you came to my office and we talked about these things. Um,

One of the things that I realized was, you know, I definitely wanted to start getting recurring revenue. And so we had talked about that and, you know, we went from just pure high ticket coaching to like everything's monthly now. And, you know, that's grown and scaled like far quicker than I thought. And so I'm excited about that. And really the events are obviously a core part of that. It's interesting because we used to always just sell book a call.

You know, you know, when you're, when you have organic, you can kind of get away with book a call because they're already prepped. But when you're trying to get cold audiences, it's like, man, I could never figure out why book a call didn't work. And then

As I got older, I watched four hours of your videos first. Yeah. I'm like, why can't, like, I don't get why they won't buy. Everyone else buys. And it's like, dude, they just heard about you like a minute ago, you know? And so I'm like, okay, this is why webinars and masterclasses and challenges that I understand. There's a reason I was doing these long webinars every day, literally to this point. I, but no, even when you were at my office last time, I never did them.

I just never did them. It just, I'm like, why do I need a webinar? Frigging people book a call and buy. And now everything is webinar and three day event virtual.

And so that's what we ended up doing. I started saying, you know what, let's do a monthly three-day virtual workshop and see how that goes. And it crushed with like little effort. I'm like, okay. And then I had a conversation and, and, you know, to do that too, I stopped doing the live events and I said, okay, I'm just going to do like one big live event a year. Cause that's like industry standards. So like, no, nobody should be mad that we're, we're, we're going to move to that model. Right.

And so I start mastering these monthly ones. I start mastering webinars and you know, like you, I probably did the same webinar, not 80 times, but 30 times. And I'm like, okay, I can see now the tweaks and the presentation. Okay. Um,

And then I had this conversation with this company that was doing over a hundred million a year. And I actually had this conversation with a few people and they all said the same exact thing. You know, they started teaching me about CAC to LTV and payback periods and all these things. And they're like, man, you know, the key metric is obviously like, yeah, you know, CAC to LTV and you know, CAC is increasing. So can you increase your LTV? But how quickly can you get paid back? And I was like, yeah, I never really thought about that metric. Um,

And then I started to just think in hindsight of what I had been doing because like I'm used to a long payback period from being in real estate. So when I flip a house, I put up all this money and then in six months I get paid back and make profit. And so that was normal to me. And then when I was doing the 90 day events, it was like, oh yeah, you know, I put up all this money on day 90 and make it back and you know, whatever profit. Yeah.

So then I got into the monthly virtual. I'm like, oh, snap. We just made all our money back in 30 days. Plus, you know, all this recurring revenue. This is like a way better model. And he was like, yeah. So why are you doing it monthly? And I'm like, what do you mean? He's like, why not do it every day? And I was like, dude, I'm not doing a live event every day. Like, that's crazy. He's like, who says it has to be you?

I was like, huh? I've never thought about that. He's like, Ryan, you know how many webinars I do a day? My company, I go, how many? He goes, 16 live webinars a day. I was like, you guys do 16 live webinars a day? How? He goes, I have five people whose only job is to be pitchmen and do webinars. They do three a day each. I was like, oh my gosh, that's

I've never even considered that. And he's like, imagine if you did it every day, right? You think your show rate would improve because it's coming up the next day. You think that your payback would get quicker because you're getting them right then and there. I'm like, that makes a lot of sense. So I just immediately said, well, let's just start doing these three-day workshops every week. And so we did it. And I just started to see my payback happen weekly. And I was like, okay, I get how to scale now because now,

It's like I can just cycle the cash so much faster. And I'm now getting all these cold people instead of it. And instead of them before becoming aware of me and, you know, maybe they get my book and then like six months later they become a customer. Now it's like you're forcing those seven to 10 hours that they need so fast. And yeah,

It's been, it's been crazy. If you've been following me for any amount of time, you know, I always talk about as you're growing and scaling your company, the most important thing is finding the who, not the how. Who is the person that can help you drive more traffic? Who is the person that could be your CEO? Who is the person that could build your funnels? Understanding the who will dramatically speed up the growing and the scaling of your company. Now, the best place to find the who's who can help you with your vision is Indeed.

When it comes to hiring the right who's, Indeed is all you need. Indeed gives you the ability to stop struggling to get your job posts seen on other sites because Indeed's got a sponsored job listing where you can stand out in front of your dream hires. With these sponsored jobs, your post jumps to the top of the page for your relevant candidates. That means your funnel builder is going to see it. That means the person driving traffic to your funnels is going to see it. It means your new CEO or CMO or whatever you're looking for is going to see the exact ad for your business as soon as they open up

Indeed. And that makes a huge difference. In fact, according to Indeed, data sponsored jobs posted directly on Indeed have 45% more applications than non-sponsored jobs. One of the things I love about Indeed is it makes hiring so fast. You can post the job and within minutes, you're getting applications who are coming in looking to become the who inside of your business.

Prior to that, I was often posting my help wanted ads on Facebook and Instagram and then getting tons and tons of responses from unqualified people who had no idea what they were doing. Whereas Indeed, again, they're only being seen by the exact person I'm looking to hire. Now with Indeed sponsored jobs, there's no monthly subscriptions. There's no long-term contracts. You only pay for results.

They may be wondering how fast is Indeed? Well, in the minute I've been talking to you so far, 23 hires were made on Indeed across the Indeed network. So there's no longer need to wait any longer. You can speed up your hiring right now by going to Indeed. And listeners of the show get a $75 sponsored job credit to get your job more visible by going to Indeed.com slash clicks. Just go to Indeed.com slash C-L-I-C-K-S right now and support our show by saying you heard about Indeed on this podcast.

Indeed.com slash clicks. Terms and conditions apply. Are you hiring? Indeed is all you need. With a Venmo debit card, you can Venmo more than just your friends. You can use your balance in so many ways. You can Venmo everything. Need gas? You can Venmo this. How about snacks? You can Venmo that. Your favorite band's merch? You can Venmo this. Or their next show? You can Venmo that. Visit Venmo.me slash debit to learn more. You can Venmo this or you can Venmo that. Venmo this or you can Venmo that.

The Venmo MasterCard is issued by the Bancorp Bank and a pursuant to license by MasterCard International Incorporated. Card may be used everywhere MasterCard is accepted. Venmo purchase restrictions apply. So the company you're talking about that does the 16 a day. Yeah. How many, like are they small form webinars or like how many people are they getting on? I'm just thinking about the leads. How many traps traffic do you have to fill 16 webinars a day? Oh, he's spending, I know he's spending about 2 million plus a month. Okay. Yeah. Yeah.

Do you know what they're spending per registrant or per lead on those kind of things? I know they do a lot of stocks and financial stuff. If I remember correctly, he was telling me they'll have anywhere from 100 to 200 people on. Okay. Per thing. Wow, that's pretty cool. And then for years then, so you're doing a weekly three-day. Yeah. Is it evergreen or is there somebody else actually facilitating it? How does that work? Yeah, so that was the thing because when I would do it monthly, I would do all three. Okay.

And I was like, dude, I'm not doing this every week by myself. So now I actually work the same amount of time, but –

It's every week. And so I spend about three hours a week doing that. And then my team does the other nine hours. Okay. So you're coming in actually, actually live teaching. Yeah. Which day of the week is your day? Wednesday to Friday. Every week. Or do you have different days? You're doing like an hour here and there. I just do the beginning every Wednesday, Thursday, Friday, 9am to 10. I just do that.

So do you always have to be in town? What happened? How are you going to feel? Well, I don't leave town. Like this is a boy seat right now. I know, but today's Tuesday. That's where you find back tonight. You got to, I got a webinar. No, but honestly, I don't even need to be there for it. I mean, truthfully, I do it right now because I think it's back to the principle of, I

I want to do it so many times. It's so good for them to connect with you. Like you go to Tony Robbins event, Tony's not there. You're going to be frustrated. You know what I mean? Even if he's there for 15 minutes, like, okay, we got to see Tony. So yeah. And I think that that will be the future. I think the future will be eventually, I only need to do it maybe one day, you know, an hour each week just to make an appearance at the stage, give credibility to, you know, everyone that's going to be speaking. Yeah. Yeah.

And I think that that's going to be the future. And, you know, I was just thinking about it too. And I was like, all right, I mean, what I'm doing isn't like anything crazy or innovative, you know, it's like, it's just a preview event with a three day workshop. Like it's been going on for literally 40 years now.

So it works clearly. Like I don't need to reinvent the wheel. I just think what's different is not necessarily, yeah, the marketing is, it's new to me, but what's different now too is the offer in that, you know, with most education, right? I mean, it's not recurring. It's usually, you know, you got to get a lot up front, whatever else. And, you know, now we're like, no, you can pay a thousand bucks a month.

No commitment, no contract. And people were like, what? And I was like, well, how do you make sure that you get people else? Cause now we give them everything. So like the offer got so much better that it literally is the best. It's like, we give them leads, we give them softwares, we give them coaching, we give them funding. And yeah, I mean, it's, it's starting to scale quick. I think we'll be, you know, within the next few months, over a million a month recurring. That's amazing. Yeah.

Okay, I want to walk through the model a little more so I can make sure I understand. I'm a funnel guy and this gets me excited. So is this a paid three-day or a free three-day? Paid. It's a paid day. How much are they paying? So there's an evergreen...

free master class that's 90 minutes which is a webinar yep is that what you're driving mostly ads to is a free webinar okay all the ads yep so i mean as of this i'll just tell you like real numbers as this currently stands as of today and i want to raise it but i spend about 60 grand a week promoting that free class they buy a 47 to 250 ticket a real quick product so the free class how many would you get registered for that much you know how much you're paying yeah it's like

On average, 18. Per lead, okay. Yep. So, $18 a lead, majority cold. You know, they all go, I think, because it's evergreen, our show rate's maybe like 40%. And by the way, it's funny that I know these numbers. I would have never known these. I know, I'm proud of you. This is really good. Yeah, I would have never known these two years ago. But now I'm like literally a nerd. So, it's like 40% show rate, 8% purchase rate. And the purchasing is a ticket for how much? $47 to $250. Okay.

Okay. Depending on bumps and VIPs and yeah. Okay. Do you actually on the webinar, are you pitching just the 47 and the funnel upsells or do you have options? I give them VIP or GA and then they can do an order bump. That's it. There's no upsell after the upsell after it's just like show up because it's happening so quick. It's only in a couple of days. So yeah, then they come to the three day event and then yeah, on the three day event, there's two options, a thousand a month or 2,500 a month.

Can they buy yearly or is it only recurring? So it's interesting. I currently don't pitch a yearly, though people can buy it later. I do pitch a three-month with a discount on the $2,500 because what I found was originally, yeah, I would do a yearly on like $1,000 or a three-month on the $1,000 and like everyone opts for that.

And it was like, well, I don't even want them in that. You know, I want them in this. So I only give the deals for the true core offer. Yeah. That's really cool. So you can't even buy a yearly of my like thousand. And I tell them that I'm like, I don't even want you in this. This is only if like, this is your budget, but the moment you get a deal, you need to jump up. It's literally called rookie and all-star. So you say a thousand dollar a month till you get something happen. Then you upgrade to the next one. That's really cool.

Because you'll get more leads, you'll get the mastermind, all that stuff. Yeah. Yeah. What's the difference in deliverable? The leads and the mastermind? That's the core deliverable. For the $2,500? Well, both of them have leads, but you get more leads with the $2,500 and then you get the mastermind and all that. That's super cool. Dude, that gets me excited for you.

And then, okay, so someone's watching the Evergreen. Let's say they come on the Evergreen on Thursday. It just hits the next cycle, the next cohort. Wednesday to Friday, yeah. So I'm starting this Wednesday and then it could be 10 days or whatever. Well, the ads will just be for whatever is the next Wednesday. Yeah. Yeah, I mean, the Evergreen doesn't say a date. It just, when you click it, you can see the date happens to be.

Yeah. All right. Where can I go watch your funnel? Where do I, I'll send you the link. I'll send you the link. I mean, everyone go check it out. Go funnel. I go hack it. All your numbers get all messed up. Cause my people are like, yeah, actually, you know what? Don't check it out. Um, you know, one thing I'm also thinking about too, I've been, um, you know, shout out to my, uh, friend Morrison. He's got a webinar fuel. So we, we didn't do it on that, but I've been talking to him a lot about how to optimize it even further. Um,

And he's like, well, you know, you could send people to a challenge. You don't buy a ticket. And I'm like, huh, man, like this is like so complex. So now we're going to like send them to an evergreen challenge if they don't buy a ticket. And then it's like, and then I started to think about, I'm like, well, what if literally the challenge was the exact same days as Wednesday to Thursday and the team's just watching both.

you know, simultaneously. So now you have an evergreen and now you have a paid. And the challenge would push to the actual paid as well. Just longer form version of it. I think you just straight up pitch. Yeah. Yeah. Like, yeah, I, I think the challenge is just going to pitch too. That's really cool. I've, I haven't tried it yet, but I'm just like, why not just get to the sale? Yeah.

That's cool. Anthony's really good at tweaking, tinkering and like optimizing little things for anyway. He's, he's brilliant with that. Yeah. And he's the one who really got me to think about evergreen and, um, do the on demand type, uh, show rate, uh,

Cause our show rate was like 30% before and he got it up to 40% by just some things he was helping me with. Yeah. That's really cool. And then, so that's happening. Those are rolling every single weeks, adding people to their continuity. And then you're back in event. Is it just sold to all those buyers once a year? Is that kind of where, well, I mean, I'll, I'll, I'll get new buyers too from it. I mean, honestly to my plan with that, I was thinking about this, um, yesterday was okay. You get a ticket to, to wealth con, which if anyone wants to go, it's, uh,

October 31st to November 2nd, real estate event. But why not just give them a free ticket to the virtual workshop now? You know, why do I have to wait four months to convert them? Why not just convert them now? There's a thing happening every week. And then, you know, you go and get them on recurring and stuff way sooner. So now your ad spend on the event is way lower. Well, not lower, but just better ROAS. And then,

At that point too, at the event, you know, you can make the offer for annual and people have now like seen it's legit. So I'm kind of looking at it that way too. Yeah. Dude, it's really cool. It makes me happy. I feel like from like last time I hung out to this time, dude, you got like a machine now that's just cranking. Like that's, yeah. That's really exciting. Like I said, I think it was like your linchpin idea. I was telling you this. I just never really thought about coaching as much.

And I don't think most people do. Most people are just high ticket. Get all the money now. Yeah. Yeah. And I think to a degree when it's education, you kind of have to, because once you learn something in the first however many months, it's like, all right, you know, it's just like diminishing value.

And so the idea is like, okay, well, how can you have something that doesn't diminish in value? Like that's true recurring. That's why software works. It's like, you have to have it. Yeah. So I thought about that from the real estate point of view. And I'm like, what do they have to have? They're going to buy, whether it's from me or anyone else, it's like, they're going to buy leads. You have to have motivated seller leads. They're going to need softwares no matter what they're going to need, um, you know, funding for their deals, um,

And if I make them more successful and we could fund all their deals and make a point on every deal, I mean, how does that increase the LTV? Like, so I'm just thinking about it now for my guests, less of a high ticket guru and more of like, okay, let's run this like a real business. That's trying to build recurring revenue, enterprise value, lifetime business, like, or lifetime value. What would you do? And I just don't see many education guys doing that. And I think, um,

And you have been doing it, and I don't know if it was really part of the plan or it just kind of happened that way, but ClickFunnels was that. It's like, I'm going to teach you all this stuff, and guess what? I mean, you need this thing to run it. And nobody else really has done that. It's just like, yeah, I'm going to teach you all this stuff, and after all this stuff is learned, you're kind of out. Yeah.

For most people, unless you have a new thing, you're going to teach them and a new thing that you create a new thing every year. Yeah. And then I got it. Oh, I got a new offer. Now I'm gonna teach you content and I got a new, that's what I used to do. Oh, now I'm going to teach you this. And now I'm going to teach you that. And now I'm just like, you know what? How do I just make it so that you have to pay me because it's your business relies on it. Yeah. It's really cool.

Well, dude, I'm proud of you. I'm excited for you. I'm excited to go funnel hack and watch your whole thing. Yeah, dude. Which should be really fun. It's interesting. In my Atlas group, the guy, big guy doing like $80 million a year off of a weekly challenge every week, just running weekly. We got ours now running once a month.

And he keeps pressuring me. He's like, dude, you got to move from monthly to weekly. That's the shit. I'm like, maybe this is your sign. I know. Maybe I got two people now hitting me up. I got to, I don't do 80 million a year. So, I mean, but I could see how you get there doing it weekly. Yeah. Like, cause you don't have, I thought about this too. Like you, you have a, a once a month, right? I mean, it's a lot of pressure to perform.

when you have once a month so it's like dude we had a bad week last week but it's like well that next week we'll try again yeah we got this week so thankfully we didn't have all the budget on that one you know for sure thing so i i do see a lot of benefits with weekly and diversification yeah we had one webinar recently we we crushed like how many people registered and we got on zoom and zoom wouldn't work like literally the button disappeared for me to my screen share is like it's gone i'm like

I'm like, what's up? You know, intro. What's up everyone? I'm like, all right, I'm sure my screen. Like, I'm like, it's gone. I'm like, did zoom move their button? Like everyone's like, no, Mike, the button for me to show my screen is gone. Yeah. There's no green button demo. Yeah. So like I closed zoom, I come back, no button closing. The button appears. Okay. I click play. Nothing happens. Dang. We had, uh, I think it was 5,000 live on waiting for me. And it was a nightmare. We ended up figuring it out. 45 minutes. It was 45 minutes. And, and,

I think a lot of people sat and watched because they wanted to see the train wreck. So, which was good because I still had a chance to pitch him. But I was like, if they all left, like, there's a lot riding on that moment. And, you know, a lot of ads. It's all done. Yeah, you lost your window. So, yeah, it's another thing to look at. So, yeah. Well, I mean, you're the guy, but I would say weeklies –

Weekly's good. Yeah. Well, all right. Back to the drawing board. I'm going to funnel back here first. Check it all out. If people that don't know you yet want to follow you, where's the best spot for them to plug in? Yeah, just Ryan Pineda anywhere on social, YouTube, Instagram, wherever. Yeah. Watch his stuff. He's great. Yeah, I love watching. I'm not in the real estate space. You bring so many other valuable things to the table with faith, with mindset, with everything else. So, yeah, I think everyone will love it. So thanks for flying to boys. Thanks for hanging out, man, and being on the show. It's awesome to hang out and see you. Yeah, appreciate you having me on, man. Yeah, definitely.

Do you have a funnel, but it's not converting? The problem 99.9% of the time is that your funnel is good, but you suck at selling. If you want to learn how to sell so your funnels will actually convert, then get a ticket to my next Selling Online event by going to sellingonline.com slash podcast. That's sellingonline.com slash podcast.