Wyatt Reed (00:01.312)
What's going on guys? My name is Wyatt Reed and this is the Ascend Your Success podcast and today I get to interview my friend Richard Roop who is an OG in this game. I'm super excited about this. This is someone who I've looked up to for a long time and I know a lot of other people have looked up to you for a long time. So make sure you get your pad and your pen because we're about to get rolling on it. Richard, thank you so much for coming on. Can you kind of tell us a little bit about yourself and how you kind of got started in this before we kind of
dive off into the AI conversation.

Richard Roop (00:34.159)
Yeah, it's going to lead into the AI conversation because that's what it's all about today. And so I'll give you a quick journey on how I got here. But I got started with neuro linguistic programming, NLP. Okay. I was the marketing director for a company that we built starting in 1988 for six years. I built NLP .com advanced neuro dynamics.

And then I became, I learned from all the best marketing gurus. So I'm a marketing guy, right? I think that's the key to any business. I think you would agree. We know that. And so that's where I, that was the solution for building that business. So I studied with all the gurus, Dan Kennedy, Jay Abraham, Ted Nicholas, know, Gary Halbert. And I became a marketing expert.

Wyatt Reed (01:08.425)
yeah.

Richard Roop (01:24.237)
I got so good that I decided to leave the company, sell my shares back, and go and work with any type of business. Because once you understand marketing, you can market anything. And real estate is not investing, because typically you're not investing your capital. It's about marketing your services, right? So a lot of people don't get that. So you want to become a marketing expert. So I became a marketing consultant, and I was just trading my time and expertise. I loved it.

Wyatt Reed (01:33.356)
Hmm.

Wyatt Reed (01:41.996)
All right.

Richard Roop (01:54.735)
but I wasn't leveraging myself. And then I got into real estate. So I got some courses. I went to an event with Ron LeGrand many years ago, 1996. First I got the Carlton Sheets course off TV in 95. I thought it was kind of weak, so I searched creative real estate investing or buying property, no money down. And I wound up at Ron LeGrand's convention where I bought all his stuff. And I started buying a house a month.

Wyatt Reed (01:56.607)
Hmm.

Wyatt Reed (02:04.181)
Yeah

Wyatt Reed (02:19.617)
yeah.

Richard Roop (02:22.703)
within a couple months, started buying a house a month every month until I bought over 500 houses. Okay. And that's not flipping houses. That's buying and owning them. But I did sell, you know, I was buying and selling, but I was trying to keep them. Okay. So it was more of a creative approach. And I didn't, I don't like the fix and flip. I don't, if it's a great deal, I want to sell it as is to someone who's going to buy it from me later and let them fix it up.

Wyatt Reed (02:27.734)
Jeez, that's awesome.

Wyatt Reed (02:51.232)
Right.

Richard Roop (02:51.251)
Or if it's a really good deal, I don't want to wholesale it because I want to keep it. So that's kind of where I come from. But then I started, everybody wanted to know what I was doing because I would be called up on stage at different events when I be attending an event. And we know how important it is to continue your education, go to events, network. That's how you build your business, right, Wyatt? Yeah, exactly.

Wyatt Reed (03:13.676)
Right, 100%. That's how we met.

Richard Roop (03:19.311)
I would be called up on stage by the promoter or the host and teaching my marketing and showing my marketing tools and all of that. so people were asking me for one -on -one time. So I did my first event, recorded that, created a course in 2021, how to collect five figure paychecks, buy it and sell it houses. And I've created hundreds of courses since. after about five years of teaching people, we started our coaching.

Wyatt Reed (03:43.52)
That's awesome.

Richard Roop (03:48.525)
which is, think is important. think you can't go out and learn this stuff and expect just to do it on your own. You need a coach. Everybody needs a coach. So I think you would agree with that too. I think you are a

Wyatt Reed (04:00.171)
yeah, yeah. Yeah, and I always say when people bring that up, like for the people listening, we're not telling you to do anything, we're not doing ourselves. We've got coaches. I've got coaches, you've got coaches. Like it's essential to be successful and continue to be successful, I believe.

Richard Roop (04:16.153)
You can't coach yourself by definition. You can't hold yourself accountable, okay? You can't get that outside perspective. So my buddy who wanted to sell coaching because everybody wanted to buy it, but I said, well, I don't do that. I don't hold people accountable. I don't track their success. I provide solutions. I provide tools. I provide strategies. That's my wheelhouse, Wyatt. But he said, he said he'll do it. And he did that.

Wyatt Reed (04:19.788)
Thanks.

Richard Roop (04:45.167)
because he wanted to sell it and he knew how to do it. But about 30 days later, he said, you know what? I don't want to do this anymore. So, so we brought in his coach who's amazing. He's still with me today and we built a coaching program with, we would take our best students and teach them the coaching process. And then we'd take certified coaches and teach them the real estate. And we had a great program. And then, so that's kind of my background. And now about a year and a half ago, two years ago, Wyatt,

Wyatt Reed (04:52.085)
you

Richard Roop (05:15.853)
IT, you you have, when you talk about AI, you have to have something to do, something to accomplish, something you want to improve, some type of goal or project that you're working on. Now, if you know how to make money in your business, now you just want to get those things done quicker, easier and better. And that's what you can do with AI. People don't get that. It's not complicated. It's like, how do I learn this? Well, figure out something you want to do and then figure out how AI can help you.

Wyatt Reed (05:34.113)
Thank

Richard Roop (05:44.163)
And I've been leading the pack on that, especially in the real estate space. I work with all different types of businesses, but that's what I'm excited about.

Wyatt Reed (05:48.814)
yeah.

Wyatt Reed (05:52.812)
When when all that first came out the chat GPT and stuff like that I remember You being all about it and I remember you you saying hey if you're not integrating AI into your your business You're gonna be you're gonna be left behind and I was like man. That is a that's amazing You know when other people were like, this is crazy. This is this I don't know if this is gonna be around long term

Richard Roop (06:15.023)
Well, you know what amazes me, Wyatt, is we're still in that early phase where a lot of people are still afraid of it. They just, they're overwhelmed. They don't know what to do. So I try and make it really easy. Here's how to get started. In fact, you know what? I got a text from my stepmom this morning when I told her about what I was doing in AI about a year ago. She said she was like, she was totally afraid of it. You know, it was like the devil and all that. And she, she texts me this morning.

Wyatt Reed (06:40.48)
haha

Richard Roop (06:43.631)
She's 78 years old. And she said, you were right. I'm loving this. It brought tears to my eyes. I can't wait to call her.

Wyatt Reed (06:49.75)
That's hilarious.

Wyatt Reed (06:53.93)
That's amazing. Well, tell us, so we talked about the most important thing as far as a real estate business goes is your marketing, right? That's the backbone. what keeps, that gets you money.

Richard Roop (07:06.575)
finding Well marketing it Covers so much, but you got to be finding deals You got to have so you can go out and find there's two ways to get deals and everybody needs more deals I mean if you know what to do with a deal You know then you want more deals everybody wants more deals so you can go out and find them Which is great, and I have the best strategies for that But or you can attract them and have them come to you, which is 800 % better, so I've I'm always been lazy

Wyatt Reed (07:14.025)
Right.

Richard Roop (07:35.471)
So I've always put my sales pitch in print and then give it out to the masses. And it's not a sales pitch, it's a really good, I'm a copywriter, so it's a really good give them a bunch of reasons to call me. And then you just figure out all the cost -effective ways to get that powerful message out to the right people, know, targeting those right markets. And there's so many moving elements, so you can specialize in any type of niche or any investing strategy.

Wyatt Reed (07:36.138)
Thank

Wyatt Reed (07:49.27)
Right.

Richard Roop (08:02.947)
But yeah, the principles of direct response marketing and nurturing and converting and follow up, it's really salesmanship in print. So what you do one on one, try and do that to the masses in different types of media. so that's what I do and teach people as well.

Wyatt Reed (08:11.574)
Hmm.

Wyatt Reed (08:17.258)
Yeah, yeah.

Yeah, I always say everybody should know exactly what you do, whether it's the milkman, the mailman, or the person in the grocery store. They should always know what you can do. So how are you utilizing the AI software to get more deals? Or what are you doing with it? Because I'm very curious.

Richard Roop (08:39.723)
Okay. Okay. So we can break it down to a lot of the best practice that you would normally do without AI and then like, how can you do it with AI? So every, every six months I do like a three day event where I just teach all the different things you can do. Right. And it's, and it can be overwhelming, but it is a lot of fun. so you just talked about, you know, telling people who you are. So that's the first thing that you do with your AI. So I like,

Wyatt Reed (08:46.762)
Mm -hmm. right, let's do it. Yeah.

Richard Roop (09:08.941)
ChatGTP, which is a conversational bot, okay? And I like Claude AI, which is another conversational bot. And then I also like Perplexity AI, which is another conversational bot that I use for research and for browsing the internet, okay? Those are my top three tools that I use every day to really get so much stuff done. And I can tell you what the differences are. But the first thing you want to tell...

Wyatt Reed (09:26.635)
Mm -hmm.

Richard Roop (09:37.653)
AI when you're having it create stuff or do stuff for you or advise you, you got to tell it who you are, what you do, who you do it for and why. That's your elevator speech. Yes, that's going to be in all of your marketing, but when you're talking with a conversational bot and you're giving it information, if you give it that context,

Wyatt Reed (09:51.382)
Mmm.

Richard Roop (10:03.831)
it's going to get much better output. like in chat GDP, they have a function called custom instructions. So you can put your elevator speech in there and it will remember every time you do a new chat and ask it for something, it'll remember who you are. You can turn it up. Yeah. It's called custom instructions. If you have an account, just go down and customize your instructions. And that's that and some, some people that are like not getting the type of results they want that's

Wyatt Reed (10:18.073)
wow. Hmm.

Richard Roop (10:32.323)
That's one way to make it easier. Otherwise, you have to remind it every time. Hey, I'm a real estate investor. I want to get sellers to call me that are interested in selling their house. And I want them. And so you kind of tell it what you want to do. So I create marketing content, postcards, letters, web pages, emails, SMS is all the messaging is done through AI. But you want.

Wyatt Reed (10:35.958)
Yeah.

Richard Roop (11:01.581)
to tell it what your outcome is, what your goal is. The more specific you are in saying this is exactly what I want to accomplish in your conversation, then you'll have a much better output and result. And as a copywriter, I'm pretty good at asking the right questions. So the better you get at asking exactly, exactly what you want, the more close you're going to get.

Wyatt Reed (11:17.802)
Right.

Richard Roop (11:29.455)
So in real estate, what do we need? We need leads. we can research, use ChatGDP can surf the internet using Bing. So you can say, find me this type of information on these types of markets or these types of properties or these types of lists. Okay. You can ask that, but I really like perplexity AI. I just did a workshop on this on how to use AI search tools.

Wyatt Reed (11:38.924)
Thank

Richard Roop (11:57.283)
to do the market research, to research properties, to come up with comps, to come up with values, come up with rents. Once you have that conversation with an AI, then you can actually say, okay, now that they got all the information of who I'm trying to find, what kind of list I'm trying to build, or what kind of market I'm trying to target, then you can say, go ahead and write me a letter to that list.

Wyatt Reed (12:06.784)
you

Wyatt Reed (12:21.213)
Wow.

Richard Roop (12:22.989)
There's another program I recently did called how to create a compelling lead magnet with AI. And that's what you really should do in your marketing is offer free stuff that offers the benefits that your ideal prospect wants just for free. So don't, you know, and make it really easy for them to raise their hand. Just get people to raise their hand. Now you put them in your process, right? And edge. So on that program, we basically, asked AI, what are the

Wyatt Reed (12:37.323)
Hmm.

Wyatt Reed (12:46.827)
Yeah.

Richard Roop (12:52.333)
wants needs and desires of these type of sellers. What are the reasons why they would not call a seller if a seller was reaching out or an investor that was reaching out to them? And what do you think the biggest thing is? Why would a seller who's interested in selling and an investor is saying, hey, I'm interested in buying your house, why would they not call the investor or not be interested?

Wyatt Reed (13:14.924)
They don't know the person. They don't trust them.

Richard Roop (13:18.127)
They don't trust them. think, what do you think? They think they're gonna get a low ball prize. They don't think it's gonna be their best deal. So what you do in your marketing message, you handle all those objections before they ever call you. And so what are their objections? I asked AI, it told me. I asked all the, what are all the things that a seller would want? Any seller would want when they sell their house. And guess what? 90 % of those we can do if we buy their house.

Wyatt Reed (13:22.293)
Right, right.

Wyatt Reed (13:43.798)
That's amazing. That's crazy.

Richard Roop (13:44.687)
And then after I have that conversation, then I say, OK, create me a postcard. Create me a flyer that I can put everybody's door. Create me a web page.

Wyatt Reed (13:53.396)
Wow, that's amazing. That's so crazy. I'm over here. Like if you see me looking down, I'm taking notes. Like I hope everybody else is because this is crazy. And you said you do a six month or you do a workshop on this every six months. Where's that at?

Richard Roop (14:01.453)
Thank

Richard Roop (14:07.267)
Yeah, yeah, it's virtual. So yeah, it's like, it's yes, you'll be, we definitely have to have you on the next one. So it's like three or four hours a day for three days. And, and then I do a number of kind of coaching calls prior kind of bonus calls. And then afterwards we usually do an extra day, but I did the first one in December. It was amazing.

Wyatt Reed (14:10.981)
man, I need to be on that.

Richard Roop (14:37.089)
And then I did my second one in June. And so right now I'm scheduling my next one for November, maybe December, but I'm hoping to go out of the country and do a mastermind event with my members and stuff in December. I'm not sure because of what's going on in November, but I'll probably do the virtual three day in November.

Wyatt Reed (14:48.46)
I love it

Wyatt Reed (14:57.012)
Yeah, that's awesome, man. I'll definitely be a part of it, and I think everybody else who's listening should be a part of it, too. So let me ask you this. So we talked about the upfront side of things, like getting the leads and getting people to reach out to you. What about follow -up? Have you figured out a way to integrate it into follow -up systems? Like, I've seen ads all the time about, like, AI software talking to people, and it sounds like a regular conversation or, like,

even integrating it into like a CRM so it's going back and forth for you. know some companies are doing that now. So do you have anything on that?

Richard Roop (15:35.747)
Yeah, I work with a number of companies. I'm kind of know what's working, what's not. And when a lot of people got excited about having, you know, doing outbound calls or taking calls with AI and there was the technology, but most of the people that were offering that were really selling the technology and weren't actually doing deals with it, right? Because what I discovered is that in order to do that, you can do that now. And I have buddies that are doing that now very successfully. And I got, you know, very successful.

successful students that have started multimillion dollar companies related to that.

you have to, it's a project, you have to train it, you have to monitor it, you gotta tweak it, fine tune it. when people get all excited about that, they're sold the package, but they're not sold all the work behind it. So what I like to focus in on things that you can accomplish right now, you don't have to wait, and if you're waiting for something, I can usually tell you, okay, here's why you shouldn't wait, and here's what you should do now. And this technology is moving so fast, and it's getting

Wyatt Reed (16:25.589)
Right.

Richard Roop (16:41.173)
So amazing. A lot of people that put information out on what's new in AI, a lot of that is noise because you can't do anything with it. What you need to know is what's been working recently and what people are actually getting results from. So that's what I concentrate on. So yes, I'm gonna actually be doing a workshop on how to create a little conversational chat bot for your webpage that you can also email people, right?

and that it has a back and forth. It's working right now, but most people will not spend the time to get it set up. So what I do is tell them, here's exactly what to do. don't have to figure it out. I've figured it all out for you. Just follow this checklist. And I already know the best platforms for doing that. So that's like a conversational chat block. People don't even know that they're talking to AI. It's that good.

Wyatt Reed (17:16.873)
Right.

Wyatt Reed (17:37.45)
Right?

Richard Roop (17:38.179)
Now as far as voice and calls and that talking with AI, that's getting better and better and it's probably better than I realize right now, but I've been dragging my feet on spending any time studying it and tell my buddies, tell me how, show me the results that they're actually getting. And I know that it's, I know it's something that my audience can do.

Wyatt Reed (17:56.18)
I like that.

Wyatt Reed (18:02.422)
All right, I like that. I really like how you have other people that are doing it. They're coming alongside you and you're learning from them and saying, hey, just like a mentor, right? Hey, I know my mentor tells me all these other things that are going on that I wanna do. Hey, write it in a book, put it on a shelf, look at it later, right? You need to be focused on this, right? So that's amazing, man, that's amazing. So as far as beginners go, because that's who a lot of the people are that are listening to this,

Richard Roop (18:20.065)
Yeah. Yeah. Yep.

Wyatt Reed (18:30.956)
I'm sure you take on beginner students as well. What are you having them focus more on, especially if they don't have a whole lot of money? What are we focusing on as far as getting leads and how can we have AI with that?

Richard Roop (18:46.447)
You know, I can offer you like a 45 minute training on, it's called the seven keys of building a multimillion dollar marketing campaign. I'll give that free to everybody. And I do have a free newsletter, you know, where I release new strategies and tools all the time for free. But that, I give that out all the time because yeah, if you're beginning, you need to, number one, get really clear on your investing strategy. So a lot of people already have been taught some investing strategy.

Eventually you want multiple strategies so you can be a transaction engineer and you can convert all the, you you might be going after one type of avatar or lead, but you'll get something else. So what do you do with it? You don't know what to do with it. So the first thing you want to do is have a network so you can flip it on to someone else and make some money on it, right? But you want to be really flexible. I, my wheelhouse is creative financing. Buy with terms, sell with terms, okay?

Wyatt Reed (19:30.06)
Mm -hmm.

Wyatt Reed (19:35.069)
Right. Right.

Richard Roop (19:45.679)
I love it. so I help them get clear on their exit. Who are they going to target? Where are they going to target? So the three M's of marketing is your message. That's what you're offering. That's what you're putting out to the public. So depending on your investing strategy, you know, it might be fast cash, close quickly, mine is sell your house as is at a fair price on the day of your choice. Okay. And so I actually have ads that

Wyatt Reed (20:09.548)
Mmm.

Richard Roop (20:14.509)
that offer all the benefits that a seller would want to get them to raise their hand in a free special report. And it doesn't even mention that we buy.

Wyatt Reed (20:23.133)
wow, that's amazing. Yeah.

Richard Roop (20:24.271)
All right, so get really clear on who you want to be contacting you. Who do you want to find or who do you want to make offers on? Okay, so get clear on your market and then where are you going to go virtual nationwide or are you going to go locally right where you live or maybe 90 minutes away? So I help a lot of people solve their problems by shifting the geographic area of where they're targeting. I think you should be a big fish in a small pond.

Wyatt Reed (20:31.584)
Mm -hmm.

Wyatt Reed (20:43.692)
Mm

Richard Roop (20:53.891)
You can do a lot of effort, labor to find deals, or you can spend money. But if you concentrate all of that effort into a smaller area, you can dominate markets. And I, yes. And people sometimes spread themselves out. So the more specific on who you're targeting, the type of property and where, that's first thing, right? And then your investing strategy.

Wyatt Reed (21:06.54)
I agree. 100%.

Richard Roop (21:19.983)
So what's unique, why are they gonna call you versus anybody else? Sometimes you just gotta get the word out. Because what I've seen in this business, Wyatt, is you can make a ton of money, you can make millions with crappy marketing. imagine what you can do with marketing that doesn't cost you anything more, it's just better. Like five times better, 10 times better. You know you can do that just by selecting the right list.

Wyatt Reed (21:33.652)
Well, yes you can.

Richard Roop (21:47.831)
or changing the message on a letter or postcard or ad, right? you know, so here's two, here's some tips. All of your marketing should look either personal or important, advertorial, content, okay? Those are, don't ever have it make it look like an ad. None of your marketing should all look like it on TV, the infomercials where they look like a.

TV show, that's what I call editorial. Those ads in the newspaper and magazines that look like an article, that's advertorial. Your letters and everything should be your postcards, your direct mail, your flyers. It should either look personal, like you sent it to one person, or important or editorial. If you just keep that in mind, you're going to be one step ahead. Then make it just who you are, what you do.

why they should respond, what are they going to get, and then make it very easy for them to get a hold of you. know, be very clear on telling them what to do. So a beginner needs to identify what they want to buy, where they want to buy it, and then they can learn with leads coming in. So number first thing is start your marketing. You'll never know it all. Would you agree, Wyatt, that a lot of people just drag their feet because they don't think they know it all?

Wyatt Reed (22:50.326)
Yeah.

Wyatt Reed (23:00.747)
That's it.

Wyatt Reed (23:09.516)
Yes, 100%.

Richard Roop (23:11.265)
And in AI, guess what? You're never gonna know it all. We're all learning. So it's like, I don't know anything about AI. Well, none of us do. In fact, I'm one of the leading guys and I'm learning every single day. And it is fun. It is.

Wyatt Reed (23:22.988)
Absolutely. Absolutely. Well, Richard, we're coming up on time. First of all, before we get off, I host a networking Zoom call every Monday. So I definitely want to talk to you about getting you on there and us doing some type of webinar or even if it's that 45 minute thing that you were talking about that you give away for free. I would love to be a part of that and do some collaborating together with you. But what

What kind of advice, and we've already given a ton of advice for newbies, what is one thing that you wish you would have known when you first got started 30 years back that would have made you better?

Richard Roop (24:08.047)
Well, fortunately, 30 years ago, I was in that industry. And that industry is personal growth and development, mental mindset, what I call the inner game of success. 80 % of your success is not the tools and the strategies and the knowledge. It's how you think about your goals and your life and yourself and other people. How do you communicate with yourself and others? So communications, the inner game. So I think

what's really important is strategic planning. So I teach what's called the five step sales process where you set a goal, you make a plan, you plan your work, you work your plan, and then you get feedback and adjust. You can accomplish anything with that. So people do it backwards. They start working on a plan and they don't have a clear goal.

Wyatt Reed (24:59.766)
Mm -hmm.

Richard Roop (25:00.737)
Start with the goal, remove your filters of beliefs and fear and all of that. Ideally, if you had a magic wand, what would you want to do on this date? How would you like it to be perfectly? And then figure out how you're gonna do it.

Wyatt Reed (25:17.196)
That's the second time this week that I've heard somebody say, I had a magic wand and I could wave it, what would make you want to either sell or whatever? That's the second time I've heard that. I'm going start using that more.

Richard Roop (25:30.755)
So real quick, the five steps, set a goal, make a plan. That's where you're gonna figure out how you're gonna do it, right? So don't worry about that until after you set the goal. Then once you have the plan, plan your work. You've gotta stick those things that have to happen in your plan into your schedule so someone gets it done, right? Then.

Work your plan, take action, don't think during the week. You just execute all the stuff you decided you know it's gonna get you to your goal. Just work on that stuff, prioritize that. And then you're never on track. You're always gonna have some obstacles, potholes, roadblocks. So just measure, keep track, and don't fall asleep.

Wyatt Reed (26:11.784)
I love it. love it. Well Richard, man, I really appreciate you coming on. This has been an awesome conversation. There's so much more that we can talk about, man, we'll probably do this again sometime. So thank you so much. How can people get a hold of you, talk to you, to book a call with you? Where can they go to talk to you?

Richard Roop (26:31.023)
I think you should grab my free stuff. Go to ProfitPro .ai. ProfitPro .ai. That'll take that right now to redirects to my member portal where I have all my programs and events and stuff. But I have a free newsletter. Get on the newsletter. I'll be inviting you to free trainings. I'll be sending you free tutorials on tools and the latest updates and stuff like that. So get on my newsletter and yeah.

Just let me know about the podcast ask for the the million dollar Marketing campaign. I call it seven keys the seven keys ask for the seven keys In fact, if you actually go into the navigate there's a catalog. I think it's in there and it's for free So fine go find the seven keys to a multi -million dollar marketing campaign at profit pro .ai and I'm really big on Facebook my Facebook group is group dot profit pro .ai

Wyatt Reed (27:07.276)
Mm

Wyatt Reed (27:21.344)
Man. yeah.

Richard Roop (27:28.537)
So if you go to group .profitpro .ai, that'll take you to my Facebook group. It is private, but I'll let you.

Wyatt Reed (27:34.652)
That's awesome man. Thank you so much again for being a part of it and I look forward to doing some more stuff with you in the future for sure.

Richard Roop (27:42.147)
Yeah, well, I really appreciate it. This is what I do. I love this. So I'll be happy to support your folks.

Wyatt Reed (27:48.658)
Awesome. Well hey guys, thank you so much for listening. If you heard something you liked, man, I would really appreciate it if you liked, shared, commented, reviewed, whatever you can do on whatever platform that you're listening to. And if you heard something you're like, man, I'd really like to get into that, or I think I may do good at real estate, or I just have questions about real estate, just go to AscendYourSuccess .com, fill out an application, we can have a quick phone call. I go through every application and I personally call you myself.

Whether you're in or you're out, I'll see you on the next one.