00:00:00: You can copy the recipe, but the sauce won't taste the same.

00:00:03: I had a fifteen-twenty minute conversation with The Recruiter and they offered me a job And i'm like.

00:00:07: it takes three four hours to get through the interview stage With one piece.

00:00:10: we're not desperate To get people thru our doors.

00:00:19: Jodie how are you?

00:00:20: I am good!

00:00:21: How are yo?

00:00:21: Fantastic Now...I've booked out the studio for Three Hours because its now you No..i'm kidding.

00:00:29: One thing that love is your passion about Your Job.

00:00:32: Yes....you can chat all day, but at least it's usually about real estate.

00:00:35: It's usually higher than the best people you can and I don't think of many people doing what you do that take as serious as you do.

00:00:43: so first off massive testament to you as a person who i've now worked with for awhile.

00:00:47: yeah how long have been away in quite a while?

00:00:49: three-and-a

00:00:51: half years?

00:00:51: oh yes we were because ive just had danny on before ya.

00:00:54: And um How has those three and a half year being?

00:00:57: We will jump into questions But Just In General

00:01:01: its been amazing.

00:01:02: I think the one thing that i always say to people when they ask me how is it at White & Cow?

00:01:07: When we first sat down and spoke, white & cow was still a baby in the market like so young.

00:01:13: Like not even two years old i think when we first spoke!

00:01:16: And i remember sitting with you and everything that you told me you were going to do... ...and white & co was going to deal has been done and more.. ..I think thats really

00:01:24: important!!

00:01:26: It's being exciting, its grown a lot.... The most talks about real estate agency in Dubai, which is probably why I can talk about it so much.

00:01:36: But yeah!

00:01:36: It's been absolutely amazing and its being the best three-and a half years that i've had in Dubai.

00:01:40: Fantastic...I'm glad we're able to make your life good.

00:01:46: What has grown from a tiny team into the largest Western Brokerage in Dubai?

00:01:51: How have you recruited at this speed without destroying culture?

00:01:56: I say it all the time.

00:01:58: It's become a little bit of an ongoing joke, Daisy and I are two-man bands And i think for our company we're actually the smallest recruitment team in Dubai Real Estate.

00:02:08: But when you have people who work together as well As me & Daisy do You also believe that they recruit?

00:02:17: for the way Me & Daisy Do becomes very easy to recruit because thinking, yeah we've grown massively but you stop thinking about numbers and just getting bums on seats.

00:02:30: And you start thinkin' about the existing team and bringing people in that are actually going to be an added benefit of what is already an amazing team.

00:02:40: You take the reputation Of The Company That Your Representing far more seriously because you believe In It Because You Know You're Gonna Be There With That Business Long Time.

00:02:49: So You Never Want To Give Anyone Anything bad to say about it.

00:02:53: So you want to make sure when you're looking for people to bring into the business, You are always looking for The best of the best.

00:03:00: and To find the best or the best?

00:03:02: You have to work really hard.

00:03:03: like you'll know yourself the amount Of interviews And the amount of people that me and Daisy speak to on a daily basis is insane.

00:03:10: It's not a nine-to-five towards.

00:03:13: we're in the opposite half seven In the morning until seven eight nine o'clock at night evenings weekends.

00:03:19: speaking to a lot of people and unfortunately, A LOT OF THOSE PEOPLE we say NO TO because they're just not the right fit.

00:03:25: But when you build...a team that people want to be part of it becomes a lot easier to bring those right people in.

00:03:34: We have built THAT TEAM that people WANT TO BE PART OF but what do YOU ACTUALLY LOOK FOR IN A BROKER?

00:03:40: And IS PREVIOUS REAL ESTATE EXPERIENCE overrated.

00:03:44: So let's talk about that as a new broker who is looking to join the business instead of the experienced people we are now more in touch with.

00:03:52: You probably wouldn't like this answer coming from an UK real estate background, but I actually really do think previous real estate experience isn't the most beneficial all-of-the-time?

00:04:06: Thank God!

00:04:08: I think sometimes when you bring a broker in from the UK, they have a certain way of doing things and the U.K market is a completely different ballgame to what we do in Dubai.

00:04:18: And Of course there's going be a lot of transferable skills From that in terms of negotiations speaking to people or doing viewings.

00:04:25: There's definitely gonna be some transferrable skills but i Sometimes thing coming as complete blank canvas.

00:04:31: unless your prepared for everything about real estate and coming as a blank canvas, sometimes it can actually take people longer to get out of the habits that they've built in.

00:04:41: A different market and get on board with the way we do things in Dubai.

00:04:45: so I don't think its negative at all but i also dont' think its necessity.

00:04:51: Can you tell within the first ten minutes if someone's got genuine chance of succeeding?

00:04:57: And let us not make this into the blanket canvas.

00:05:01: okay everyone is same.

00:05:02: there will always be outliers But lets assume Can you tell out that hundred when you've interviewed them?

00:05:09: Are they going to be successful or not.

00:05:12: Yeah, and I think again it comes back at the length of time That means easy have been both in the market And with White & Co like we'd been doing this job a very long time.

00:05:20: i would Like To Think At This Stage We Know What We're Looking For.

00:05:25: So yeah You can definitely Tell Almost Straight Away Within The First Ten Minutes Just By Asking Someone The Right Questions getting on board with them, not going straight in.

00:05:37: Okay so why are you moving to Dubai?

00:05:40: Why are you getting into real estate?

00:05:41: The standard questions that I think...I would certainly as a recruiter train to ask straight away from the get-go like don't beat around the bush go straight in.

00:05:48: but i think a lot of what you need to know about a person comes from who they actually are as a person Not

00:05:54: their cousins for move and things like that got ya

00:05:56: Exactly.

00:05:57: And In all honesty everybody says the same thing tax-free, you get the same answers over and over again but when you actually ask someone about themselves.

00:06:09: You got a different answer every time.

00:06:12: No I've seen you and Daisy's diaries everyday.

00:06:16: um i struggled to even get ten minutes to catch up with both of us.

00:06:22: what is the biggest red flag that you see in candidates?

00:06:24: especially considering that, you know the amount of people who turn down not even interviewing because our process on getting an interview involves them at least having to.

00:06:33: I believe it's first of all they get in touch with a CV whatever else.

00:06:36: then its right.

00:06:36: we need video from you and after that move onto the interview process.

00:06:41: so if someone is not willing send us videos showing how they can communicate professional and mature manner than don't have any interviews obviously.

00:06:50: If somebody has experienced already Dubai i think we skipped this part.

00:06:53: Um, but what's the biggest red flags that you see in these candidates?

00:06:58: So even with experience brokers on market a lot of time unless we know them and We've got our relationship.

00:07:03: With him already like I have hired to couple people recently that i've known for three four five years which

00:07:08: are great by The way.

00:07:09: shout out all those guys.

00:07:11: But if we

00:07:11: get somebody that when not as familiar with Daisy And I Have A very Very structured process That we always follow there is no deviation from that because we Are so busy and we have To make sure that we are using Our Time wisely.

00:07:23: So we will send an eligibility questionnaire to a broker that were not yet familiar with, you know.

00:07:28: To get their experience and current area of expertise where it's coming

00:07:32: from.

00:07:33: Yes

00:07:34: exactly And there is so much information on here That is shared With everybody.

00:07:37: Obviously.

00:07:38: We've got the group chat.

00:07:39: Hey guys!

00:07:39: We have this broker.

00:07:40: They reached out Here are little bit about them.

00:07:42: I think when look at experienced brokers If they're Not willing give us that Information Why not?

00:07:48: Yeah.

00:07:49: If we then, if you do send that and then we get on a call when we start talking about okay well tell us a little bit about how your year's been so far.

00:07:56: How many deals are you doing?

00:07:57: what are billables or like?

00:07:59: And they'll let it down to talk about them in person.

00:08:01: I absolutely got it.

00:08:02: one hundred percent but We're high performance agency.

00:08:06: It is the performance based industry.

00:08:07: You've gotta be ready To Talk About Those Things

00:08:10: At the company you're at, they might not all have it on board.

00:08:12: It's like playing for Real Madrid and want to transfer over Barcelona but I'm going tell how many goals we scored?

00:08:19: We should know this sort of stuff.

00:08:21: There is a very good point with that red flag there.

00:08:28: so anyone who is in the market thinking about, you know making a jump over whiting core getting touched.

00:08:32: So under so other people understand every single person that gets in touch with us goes into after questionnaire or After we find out more about them.

00:08:40: it goes into group chat if It's for sales With me

00:08:43: you

00:08:44: Daisy Neil Poppy Candice Rick Rob and also Kerry I believe And then all of Us will first Of All See If Anyof Us Know About This Person and what they do.

00:08:55: Secondly, maybe we reach out to a friend at that business if it's not confidential.

00:08:59: you know say there are now three agent obviously for their confidentially in touch but I'm sure can find out.

00:09:06: the good thing about my real estate is this very small pond when want to fine stuff up.

00:09:12: so its interesting your talking with us.

00:09:15: We hire into commission based environment where success is not guaranteed.

00:09:20: how honest Should recruiters be about how difficult the job actually is?

00:09:25: and are you honest?

00:09:27: So I think recruiter's absolutely one hundred percent should be fully transparent.

00:09:32: I speak to a lot of people, they say oh yeah there's a fifteen-twenty minute conversation with the recruiter And he offered me a job and i'm like.

00:09:39: it takes me three four hours To get through The interview stage With One person.

00:09:42: then that's broken down into multiple different stages because There's so much About this Job That You Need Now.

00:09:49: But I do understand that the position that me and Daisy in, on how we recruit is very different.

00:09:59: A lot of recruiters are commission based themselves.

00:10:05: they get paid to put bums on seats.

00:10:07: They often have quite high targets if there's a larger recruitment team And as i say number needs to be hit.

00:10:20: This is a very controversial opinion to put out there, but when you see things like awards for top recruiter or you say recruitment based.

00:10:30: Awards within businesses that drives the certain level of.

00:10:36: I've got to get people through this order any expense?

00:10:39: Yeah never thought about it actually.

00:10:41: Now we obviously don't do that.

00:10:42: me and Daisy don't go.

00:10:43: No

00:10:43: because i just heard thats her red flag.

00:10:44: Don't Do That.

00:10:45: Good!

00:10:45: Im not gonna introduce that award.

00:10:46: im really sorry Daisy she's ruined up for you guys.

00:10:50: But me and Daisy don't get paid to put bums on seats.

00:10:53: We have been in the market a really long time, we know what we're looking for when not interested in bringing somebody into business.

00:11:00: that's not the right fit for our own personal gain.

00:11:04: but I know there are recruiters out here who have to do because it is their job.

00:11:10: if they don't make any money They might be let go and they've got that constantly hanging over their head, And that is naturally going to impact how they are in the recruitment process.

00:11:23: Whereas me and Daisy don't have... That we're able to do a lot more transparent because of the setup which comes down to you right?

00:11:33: The set up all at White & Co has done best for the business and the people that we're bringing into the business, which means that we can be a lot more open and transparent.

00:11:44: And we can say to people how hard this job can actually be?

00:11:48: How much work has to go into it?

00:11:50: We can go through the entire process of how you get your listings... I mean there's so much data that we've got access too!

00:11:57: That we can show people on interviews.

00:11:59: Yeah

00:12:00: You see in their face they are like wow i have spoke with ten agencies but didn't know any of these.

00:12:06: But if is that kind end depth information, knowledge and preparation will go to on an interview.

00:12:13: You can only imagine the level of knowledge, information depth that we can go to when it comes to training?

00:12:19: When It Comes To

00:12:19: Management?,

00:12:20: When It Come To The

00:12:21: Teams?,

00:12:21: When Is Comes To Improving

00:12:22: You?,

00:12:23: And I think right there is a first impression how things work at White &

00:12:28: Co.,

00:12:29: Now i've never thought about like this but its very good anecdote.

00:12:36: just as a business

00:12:39: I think it helps with retention as well, because people know what they're coming into.

00:12:42: There's no nasty surprises!

00:12:44: I

00:12:44: do that on the first day when i meet new starters and get to one of parts in my presentation... I go quick.

00:12:50: one put your hands up guys.

00:12:50: if Jody & Daisy told you this is going be really easy just quit one hand up and no-one puts their hand up thank god.

00:12:55: And then we move onto talking about like.

00:12:58: We are In The Toughest Sales Arena there Is In The World you know, any recruiter out there just making like it's selling sunsets and million-dollar lists.

00:13:07: And then they're going to come over here and make money easily needs to give themselves a shake.

00:13:14: What characteristics do our top performers tend have in common even before the join us?

00:13:21: Oh I've never been asked BEFORE the join.

00:13:24: Well You'll have interviewed some of these people.

00:13:25: Yeah Before They Joined.

00:13:28: Definitely!

00:13:33: back themselves, but they don't have an ego.

00:13:35: We come across a lot of egos in the interview process with people coming in that you know we've had it many times I'm going to be above doors on their boards and like okay good luck at that!

00:13:45: But... You have people coming here.. And then you can tell them that they're back themselves.

00:13:48: They got an aid for confidence ..but also got a willingness to lay-in.

00:13:52: So as much as there's confidence in their abilities ...but they've got that willingness to laying In this industry because is no other industry out there in the world like this.

00:14:03: You can be the best sales person in the worlds, you come into Dubai real estate and become bored very quickly.

00:14:09: so I think that's definitely willingness to lay confidence in their abilities.

00:14:14: but then if i look at some of your associate directors who have brought us over a couple years they're all different like Bradley Harvey next to Keaton Branigan next to Haven Jones.

00:14:25: They are three totally different people.

00:14:28: But...they were just willing to work, they come back from totally different backgrounds.

00:14:33: They were just willing to learn the industry and... ...they came in and done what they said that we're gonna do.

00:14:41: Seems a common theme across all of the podcasts I've done today is people doing their job.

00:14:48: how much weight and close growth simply comes down to being better or becoming better at identifying talent?

00:14:58: It plays a big part and I think that comes back to what i said before in terms of...

00:15:04: Ones on seats, not being that way.

00:15:06: Yeah we've got an amazing team it goes without saying.

00:15:10: And when me and Daisy are hiding now We could have someone infront us who would say you can be really good broker But im not sure if your the right fit for this particular team.

00:15:25: And prioritising The people in the business doing their job day-in, day out that are already representing us over bringing people in.

00:15:33: That might be a great broker really helps with the recruitment process because you're not just thinking about okay has this person got the potential to be a Great Broker?

00:15:43: You think then... Has This Person Got The Potential To Be A Great Broaker In WhitenCup?

00:15:48: Yes I Think Something You Said There and i don't have a question About It But I Just Want To Bring Attention To The Way That You Think And the way that we think is a business because I think this has came from you and me, all of us across there.

00:16:00: I see so many businesses nowadays throwing in the kitchen sink trying to get new brokers into their business... ...and seeing people who have spent last five years three or ten years with them.

00:16:10: they're not getting a kitchen sink thrown at them.

00:16:12: Listen!

00:16:12: We'll need to hire more people.

00:16:15: but can you imagine?

00:16:21: Imagine offering the new broker joining us a hundred K like signing on fee or like seventy K A month is uh as salary, whatever it would be.

00:16:29: These things don't stay quiet.

00:16:30: Yeah

00:16:31: I would expect every single associate director to walk into my office and go Callum i've been here through The Thick in the thin I have already built And helped build this company.

00:16:41: I've Already put blood sweat and tears Into all effort done and you're gonna do This for someone that's never even being an honor visa yet.

00:16:49: And here's the thing, there are two parts of it.

00:16:50: Someone listening to this right now might be like oh but if they're part of a team and just see that makes sense?

00:16:56: No no not!

00:16:57: To me that doesn't even make sense.

00:16:59: I understand business...and i'll tell you what You do NOT for someone new who has never brought anything into the table.

00:17:04: start rolling out the red carpet..you remember people were there all the way through.

00:17:08: It is something after you said that there Like its more important us than other people with us Do we want to hire great talent?

00:17:15: Absolutely.

00:17:17: But one of the biggest complaints, and you'll know this from interviewing experienced brokers favoritism legacy brokers Everything on the CRM all because they touched it once in two thousand nine means that they get paid on every deal like.

00:17:29: It's just ridiculous Sorry.

00:17:31: That's my rant for today.

00:17:34: What's harder?

00:17:35: recruiting a hundred people or recruiting ten genuinely exceptional?

00:17:38: People?

00:17:40: recruitment ten genuinely Exceptional people is always gonna be hotter than mass.

00:17:46: And look, I'm not going to sit here and say that i haven't been part of White & Co where we've brought in fifty people in a month.

00:17:52: We have!

00:17:53: Last January yeah?

00:17:55: I think it was like eighty odd people we hired.

00:17:57: It's crazy...and that is mixture of experience and brand new industry.

00:18:02: But..I also think as well....we were technically a start-up.

00:18:08: You know we get this award every year Fastest growing Every single year because we just grow and grow.

00:18:15: But I think we're still only five years old.

00:18:18: We should be able to grow, this is a massive market!

00:18:20: We should have room to ground but had were being around for twenty-five thirty forty years.

00:18:28: you shouldn't need to bring in fifty people every single month.

00:18:32: You shouldn't.

00:18:32: needs are still within that growth phase

00:18:36: because

00:18:36: if your been around long enough then pretty solid established teams and If do needed bringing the amount of people everyday.

00:18:44: Where's everyone else gone?

00:18:45: Yeah,

00:18:46: yeah.

00:18:47: So I think you know we've been through those phases where We've been in that growth stage and we don't get it right.

00:18:52: sometimes someone Oh some slips through the nail.

00:18:55: Someone interviews amazingly well And you think wow they're gonna be The next big thing and two weeks later You like oh

00:19:03: Yep

00:19:04: It happens.

00:19:05: but i think ninety nine percent of time.

00:19:08: You only have to look at the associate directors In the business.

00:19:11: They've all being promoted from having zero real estate experience in the market to being the elite level broker in our business within two, three years of coming on board.

00:19:19: That's an unbelievable achievement.

00:19:22: but to answer the question I think anyone can hire one hundred people who want to try real estate.

00:19:28: everyone wants to try Real Estate in Dubai.

00:19:31: why would you know?

00:19:32: But finding the right people and some of those hundred people that we interviewed there aren't right for us could go on somewhere else.

00:19:37: You know they could do okay somewhere else And They Could Try Real Estate In A Bit Of Money.

00:19:42: We're not looking for a hundred people that are going to come in and earn a bit of money, we're looking for people who will be coming.

00:19:48: And they'll make huge impact on the market.

00:19:51: Pre-conflict How many applications do you and Daisy get per month?

00:19:55: Oh wow!

00:19:56: So obviously mine is all purely self generated just through LinkedIn & Instagram.

00:20:01: so there's only two platforms I work on.

00:20:04: Add anywhere between three or four hundred applications every week A week?

00:20:08: Every week.

00:20:09: Then it doesn't include Daisy.

00:20:11: No, that doesn't include daisies.

00:20:12: That doesn't includes anything that comes through the website.

00:20:14: it doesn't Include Anything that comes down from management.

00:20:17: It does and includes any referrals that we get from the brokers

00:20:20: just from your portals And then also from from days.

00:20:24: Okay How do you sell opportunity of waiting call without overselling?

00:20:29: The reality of Dubai real estate?

00:20:32: an interesting one to ask a question

00:20:34: and its gonna sound like A really like shut up Josie come in but We don't have to.

00:20:41: Don't shout Jody, keep our head

00:20:43: up!

00:20:43: We actually DON'T HAVE TO oversell.

00:20:45: the opportunity and reason we do not have to oversell is because one- we're NOT looking for every single person that you speak with to join us or having a conversation to see if your THE RIGHT FIT more so than anything when first speaking to people.

00:20:57: WE'RE NOT DESPERATE TO GET PEOPLE THROUGH OUR DOORS SO WE DONT NEED TO OVERSELL AN OPPORTUNITY TO CONVINCE SOMEONE TO JOIN.

00:21:04: BUT WHAT WE CAN DO IS You only have to look at our brokers.

00:21:08: Someone shares something on Instagram, four hundred people share it.

00:21:11: It gets plastered everywhere.

00:21:13: They are the biggest ambassadors for their business And for brokers To be big ambassadors of a business and to Share content.

00:21:20: The way all guys share content No!

00:21:22: It doesn't

00:21:22: happen anywhere else.

00:21:25: Keep in mind that like I think about once a month i'll ask if we want to share maybe one thing But most of time its the guy's sharing because they want too.

00:21:32: Its not in or contract Like some companies have And you have to share all posts and all this.

00:21:37: It's just because people enjoy it, but continue.

00:21:40: sorry

00:21:40: Yeah they share that Because They're happy and making money and one other person around them is proud of

00:21:46: the others as well.

00:21:48: Absolutely!

00:21:48: One hundred percent.

00:21:49: so You've got.

00:21:50: you know, when we look at the sales team.

00:21:52: Two hundred and fifty ambassadors for the sales teams of other guys upstairs in Lisa a hundred thirty ambassadors For The Rental side Of Things.

00:21:59: that's almost four hundred people every single month just sharing content.

00:22:04: People are gonna take notice.

00:22:05: And okay well why have You Guys got so much to say?

00:22:08: Why Have You Got So Much To Share?

00:22:09: I want to Know A little bit more About What's Happening.

00:22:12: So Then They Reach Out To Us How Do You do what You do At White & Cowan?

00:22:16: then It Simply Was Just Explaining Exactly What We Do

00:22:20: And sometimes they still don't believe it.

00:22:22: Now,

00:22:23: suppose something right now off the back of that is you know opportunity of waiting call without overselling reality to buy.

00:22:29: there's never been a Time where we've being able to say obviously be able to see at monthly but right?

00:22:35: No There is no company that sells more property than us.

00:22:38: there Is.

00:22:39: no company has done more value of sales than us and there was.

00:22:43: no company gets more leads in Us and They'll Be every other way Of Every Company thinking of A Way To Come Around.

00:22:48: We Say This Say That But That is the reality of it.

00:22:51: And up until now, It's all never been white and cool talking about that.

00:22:54: but know we have the portals back in that which was great big shout out to be a big show to property finder.

00:23:00: between those guys seems everyone went very quiet.

00:23:02: suddenly at the Portals I've started mentioning who's first because before anyone could just go into their company or they're are there?

00:23:09: Just make an up.

00:23:10: yeah

00:23:13: Now no way don't wear with this is true We're not one of the biggest names on market.

00:23:19: like i said Has recruitment become easier because of the brand or harder?

00:23:23: Because expectations are harder.

00:23:27: It's become easier, definitely like I'll think about when we first started recruiting.

00:23:35: When i first came on board back in twenty-twenty three We were still technically In a startup phase although we'd grown massively and The figures we would do more unbelievable for company at that age.

00:23:44: That has never been done before And will never be done again.

00:23:47: But again, like you say people don't always believe everything.

00:23:49: You tell them and they shouldn't believe Everything that you told me.

00:23:52: it should be backed by data And the data that you've just spoken about.

00:23:55: Again, we don't have to sell it because the data's there to do that for ya.

00:24:00: but It was definitely a little bit harder when you were coming up against some of the longer stands in companies where as now The longest stand in companies.

00:24:08: That is all they have on us?

00:24:11: That is the only selling point that they have against White and Coase, if somebody is speaking to us.

00:24:17: And they're speaking to someone that's been around a little bit longer we said there and go okay well We sell more properties than any other agency in the market?

00:24:26: We generate more leads then another agency In The Market.

00:24:29: our retention rate Is phenomenal!

00:24:32: We have trained and developed More successful brokers over the last two or three years Than Any Other Agency In This Market.

00:24:38: You cannot dispute That.

00:24:39: The Data Is There To Tell you That It'S Okay A company may have been around longer than we are, but they're still doing more in less time.

00:24:51: Imagine when you were their age?

00:24:52: Geez!

00:24:54: Worrying... How important.

00:25:00: and this is the thing I had these questions already written down.

00:25:03: But how important can culture fit sometimes becoming an excuse for hiring people who all the same?

00:25:15: So this is something that you've probably seen, I get a lot of comments.

00:25:21: Wait and call!

00:25:22: All the time on every platform Everytime i post it ,I can see where your called White & Cow And im like oh its the owner's name.

00:25:29: But yeah..i see were are coming from...and I get it.

00:25:31: but I do think That Cool Chat Is Extremely Important Especially in The Industry That We're In.

00:25:37: It Is Not An Easy Job.

00:25:39: Some days This Is The Best Job In The World And Other Days It Feels Like The World Is On Top Of You.

00:25:44: it's an emotional rollercoaster, especially for a new broker coming in and having a bit of a home away from home environment I do think is important to those newer brokers.

00:25:54: But i also the mindset, motivation drive determination.

00:25:59: you need people that are on very similar level when it comes to these things because nobody wants sit next to person thats sitting around talking about You've come here to work or change your life can't be bothered to pick up the phone.

00:26:15: You don't want to surround yourself with those people.

00:26:18: and our standards as a business, and our standard is leadership team... People's success are responsibility right?

00:26:27: you come into our business.

00:26:29: I've told all of these things that will available for you.

00:26:34: Absolutely, one hundred percent.

00:26:35: You have to use them and we have to find the right person To use.

00:26:38: then We can't have those people coming in expecting everything handed to them on a plate And that this is going to be easy and just because someone else does it I'm gonna do it too.

00:26:47: now Someone else has done it cuz they put their work in.

00:26:49: you Have The same interview process the same training process the Same tools the same resources whatever the person sitting next year was doing?

00:26:59: to have, do exactly the same thing.

00:27:01: but that's on you.

00:27:02: You need to do that and so you have to have people of a similar mindset, a similar motivation ,a similar drive.

00:27:10: But then I look at some people we've hired recently That they're not.

00:27:16: when people say to me oh your are British agency?

00:27:20: We got a British led management team!

00:27:22: We've got a lot of phenomenal brokers in our business or not British?

00:27:27: I mean, look at Maria who's just joined.

00:27:29: she was just sold an eighteen and a half million dirham villians by Hills yesterday.

00:27:32: She is not british.

00:27:33: you don't have to be british.

00:27:34: we don't Have A questionnaire that says are You british yes or no?

00:27:38: And if you say No ,you Don't get a seat around the table.

00:27:40: it doesn't work like That.

00:27:42: It's more about mindset and motivation and having similar similarities in that regard than anything else.

00:27:48: We've always said we couldn't care less If someone Is from The UK Or anywhere Else On on the planet.

00:27:54: It's about how, first of all you go through an interview process like anyone else.

00:27:58: If your first message says hi can I get a job?

00:28:01: it is probably not going to go well and especially considering that You Can Go On Our Company website And See The Various Ethnicities Cultures That Are Within Our Business if Your Even Going To Bring Up We Don't Hire Anything Like That then obviously its A Real Shame but there Is Always Going To Be Something.

00:28:19: There Is Always Gonna Be Stigma From People Who Probably Dont Get Through The Interview Process Which, hey as well.

00:28:24: What have we learned from people who didn't work out with us?

00:28:33: I think it's definitely tweaked the interview process.

00:28:36: when i look at people that I brought in In the earlier stages... ...I potentially sometimes see too much of The Good in People and get along With people And they're really nice.

00:28:50: Sometimes I can be a bit soft.

00:28:52: I know they're probably not right, but they are really nice and i want to be the company that gives them an opportunity for you.

00:28:58: well.

00:29:00: You have go with your gut!

00:29:01: It's better to say no to somebody in the beginning than bringing it because their really nice in themselves.

00:29:12: Because all it'll do is take time away from a manager who now has to deal with them, and if they're never going really make it then its only taking out of when we could be helping someone that can make it.

00:29:22: but thats something we have learned.

00:29:24: If the competitor offered this same commission saved on job title and same basic package why would you think somebody still chose white & co?

00:29:35: I always say you can copy recipe but the sauce won't taste the same.

00:29:40: You

00:29:41: can put on paper, everything that we offer at White & Co.

00:29:45: you can put it on paper and It Can Sound Great!

00:29:49: And people have done it... People who've put it On Paper.

00:29:51: Okay there's companies That Have Now Introduced Seventy Percent.

00:29:54: What Hoops of You Had to Jump Through To Get A SeventY Percent?

00:29:57: How Long Do You Have To Say With The Business?

00:29:59: There Is a Lot Of These Incentives Are Based Around Loyalty Rather Than Performance.

00:30:05: So okay well I May Never do anything particularly great in this business.

00:30:10: I might, you know just comfortably clear me target each month but not setting the world alight.

00:30:15: But if a stay here for five years or be an associate director Just because of being there four-five years and someone who's coming And in their first two years has put millions of dirhams have revenue on board They're sitting they're going.

00:30:26: i've got to wait another three years to become an associate Director.

00:30:28: What are they gonna do?

00:30:29: If they're Gonna come To a white and cow where they don't Have to jump through hoops and all they have to Do is show up every single day and perform and then around other winners, there are arounds.

00:30:38: Other agents that they actually want to work with.

00:30:40: They've got a leadership team That has a genuine duty of care To those people and our management team do.

00:30:48: when you look at all management team Nobody leaves or management team It doesn't happen.

00:30:55: if anybody's You know not in our leadership team anymore There is reasons for it but its not because they have left.

00:31:01: nobody leaves Our Leadership Team Because Where would you go?

00:31:06: Where would you go and have the same environment, And the same caliber of brokers that we've got in our business?

00:31:13: So yeah.

00:31:13: You can on paper say you're doing exactly The same thing but you will never recreate What We've Got In Our Four Walls.

00:31:18: No, we are authentic.

00:31:19: I think something as well is when we set the brokerage up There's always going to be people who want To copy what your'e doin which i like.

00:31:28: that Like open the brokerages so That we could give back to brokers.

00:31:31: so Im not gonna complain.

00:31:32: other Brokerages Are giving back to brokers.

00:31:35: Don't do it for a couple of months just to try and keep up with the Joneses, then forget about doing that.

00:31:40: And people will notice these things when you look at next stage in growth.

00:31:46: what kind of people we need now?

00:31:47: We didn't need three years ago.

00:31:51: Oh!

00:31:51: That's good question I think because obviously we've got so many associate directors Now...we need those people coming into business With same driving determination But Three Years ago very different to what it is now.

00:32:09: So I don't think people we were hiding back then, where you know necessarily coming into the business straight away with that goal of i want to be an associate director but We had people do in their first year like look at Navi for example In his first year in real estate?

00:32:26: I Don't think he came on his first day if im going To Be An Associate Director But once He Got That Taste Of It And Being Close I think we need people to come into the business from a broker perspective that are going add value to an already amazing team.

00:32:45: Not people who try real estate, not coming in and giving it a go... People actually can see power of their teams around them and want to contribute to this.

00:32:56: From management perspectives our leadership is phenomenal really well accomplished people in the real estate industry themselves, and they know the job inside out.

00:33:11: And I think if there was anything we were to bring into business now that maybe we didn't need three years ago would be more on the development side of things?

00:33:25: Okay how do we take these middle tier brokers to their next

00:33:29: level?".

00:33:32: to do that, but I think if there was anything we were going to implement or introduce a development side of things for those middle tier brokers.

00:33:41: Absolutely!

00:33:42: That makes perfect sense.

00:33:44: What is the toughest part your job?

00:33:49: This will sound really stupid from a recruitment perspective because they say no to people all the time.

00:33:56: sometimes you can tell someone's genuinely heartbroken that he's not got the opportunity.

00:34:02: Before I walked in this room today, had an experience broke out from another company that we've unfortunately declined because they team want to go into versus at level player.

00:34:13: it is not aligned and nine messages i add off that person like please just give me a chance ,I know can be a white and co-broker but need an opportunities.

00:34:25: get through door.

00:34:29: you do want to be that company, give people the

00:34:32: chance.

00:34:33: We've seen that pay off.

00:34:35: we also see lots of times when someone's promised us yeah I'll be able and then they get in a door like oh which is shouldn't have been let.

00:34:41: your said earlier you need to go with your gut.

00:34:43: sometimes

00:34:43: hundred percent some again You know were talking about People sitting around the table.

00:34:49: Sometimes.

00:34:50: should you just now what?

00:34:52: What you think you're capable or what you think are going to achieve versus the standards of broker that you're going to be sitting next to are two very different things.

00:35:01: What's the best part your job?

00:35:04: Are there so much I love about my job, obviously speaking to people all day every day like i know.

00:35:10: we've done an Instagram visit about it last week about calling me old teachers and saying actually do get paid to talk all day because thats what have ever done!

00:35:17: Like getting me too shut up is the hardest thing in the world.

00:35:20: um so being able to talk whole time can pay for this amazing.

00:35:23: But the people that I speak to as well, like getting so many people's different backstories and white people are moving over to Dubai.

00:35:30: And all of these different things and what they do in work now and who their coming into Dubai with...I love that!

00:35:36: I love working alongside Daisy Like i am so blessed.

00:35:40: when we first spoke one of the first thing I said was does Daisy know you're talking to me?

00:35:44: Because I was so scared that I was gonna come in.

00:35:45: she could hate me.

00:35:48: We would climb inside each other's skin and lift it if we could.

00:35:51: Like, we work together so well And that makes coming to work easy every day.

00:35:56: The leadership team that we work with... ...we all get on really well!

00:36:00: We all work together very well.

00:36:02: From a recruitment perspective I think It make your job easier when you know You're bringing someone into business That is going.

00:36:09: do what they say They are gonna be under the manager That genuinely cares about them and wants to see them succeed.

00:36:17: Succeeds, absolutely.

00:36:20: It's the biggest misconception people outside of Wait and Co have about why we're successful?

00:36:28: I don't know if i can say that!

00:36:29: Well let's try it... We'll see what you need to edit out

00:36:32: Because we pay people for things.

00:36:36: And What does that mean?

00:36:37: So one of the biggest complaints That I get from brokers From all different companies Of different sizes Different ages As things like data Being able To Get Listens When they go their management team Why have White and Co got all these listings in my area that I can't get?

00:36:53: And the management go, they pay someone to make sure they can get those listens.

00:36:58: We're not saying how okay but yes it's cost a lot of money!

00:37:03: But just things like people...but i also think alot o' people don't believe what we do is actually happening.

00:37:09: as seeing myself recently you know somebody come forward said there's no way yours even with numbers doing, and then obviously you posted your video.

00:37:19: That sparked a lot of people in the market to say that their managers will actually... It is happening!

00:37:23: Here's proof.

00:37:24: like there are figures.

00:37:25: And even then they were saying well anyone can get up there and say whatever he wants.

00:37:29: Now thankfully property finders have embarrassed us

00:37:33: Even with the figures.

00:37:34: I've seen brokers go through Their own company that they work at, count up all the deals and then go oh They're making up the stats.

00:37:43: Anyone who knows any broker or a company can go through every single deal And workout Every single penny we make as a business As revenue whatever else.

00:37:52: I just think like anyone Who know me Not even anyone who knows me.

00:37:56: Since day we opened It's been about transparency.

00:37:59: That is what it has been About Like since moment when we open.

00:38:02: I mean i'm kind of guy that puts out When were third place fourth Place second place Now that we're first, I'm just doing the exact same thing but now were first.

00:38:10: But yeah i agree and when you spoke about it in our meeting was remember those guys or the guy who are like oh there's no way your doing these numbers?

00:38:17: We were like come join us!

00:38:18: And they said nah nah people would rather believe its not happening because makes them feel secure on what their doing.

00:38:24: You know everyone wants to do well until youre doing good.

00:38:28: so it can't be

00:38:30: this way In times of misconceptions because at a lot of other agencies, ninety percent of the revenue comes from ten per cent to the brokers.

00:38:38: A lot of brokers out there when they see our revenue...they assume it all comes from George!

00:38:42: They just assumed that ninety percent off our revenue comes form that one person.

00:38:46: and don't get me wrong..George numbers are unbelievable.

00:38:49: he's your top.

00:38:50: no point not one percent of brokers into buy.

00:38:52: Of course alot of our revenue come from him but I think this split across the rest of the brokers.

00:38:57: i mean if you look on board right now how many people?

00:39:00: The likes of heaven Kyle McLeod, Lee Butcher that have come in their first year in real estate and they're doing one point five two million dirhams.

00:39:07: In the face twelve months?

00:39:08: Well

00:39:09: it's actually right now this year.

00:39:10: all of them are on over that and we're six months into a year.

00:39:13: so there on track All Of Them to be associated

00:39:15: directly

00:39:15: On The Year.

00:39:15: There Was A Conflict but you know what's funny is George?

00:39:19: obviously fantastic amazing cool.

00:39:22: but the Point Is Our average broker in sales in This Business Right Now Is One Hundred Seventeen Thousand Per Month.

00:39:29: That's It.

00:39:30: I'm not taking Jordan's figures and just went, let's spread that across the entire company.

00:39:33: There are people in there doing some phenomenal numbers.

00:39:35: Jordans above-the-rest?

00:39:37: That is fantastic but always going to be a top performer at every business.

00:39:40: George great!

00:39:41: Interesting.

00:39:42: okay what is a bet we're making right now... ...that rest of market will only understand in three years.

00:39:50: so what do you think it'll happen.. ..in the market?

00:39:53: then in three year people gonna go.

00:39:55: Jody said this was gonna happened.

00:39:58: Oh, interesting.

00:40:06: I think when we look at the off-plan market and things that you know obviously we've seen over the last couple of years We've seen Dubai.

00:40:15: Obviously Abu Dhabi is really popular At the moment And i think Abu Dabbi will continue to be Popular for a little while.

00:40:22: But three year time It's going to be Dubai.

00:40:25: There are developments in Dubai That have given those Abu Dabbis Those Hudria fillers A run for their money.

00:40:33: This is a wild, a wild bet to put out there.

00:40:37: But I think when you look at the limited waterfront space that we've got to develop on... ...I think if we were to get that kind of Maldives style Waterfront development in Dubai?

00:40:48: That wouldn't surprise me at all.

00:40:49: We have one in Bahrain which has been two previously.

00:40:52: obviously You've got the Babal Nizyums in Abu Dhabi and now the Hudra Pillars And things like that.

00:40:59: i think we could expect To see something Like that.

00:41:01: but also We will say a lot more brokers get on board with that hybrid secondary off-plan model.

00:41:09: I think we'll see a lot of off plan teams liquidate and become hybrid brokers, which is something that we've been doing for five years... Which it works really well!

00:41:19: It does work really well.

00:41:21: they learn the skill being a broker from secondary market.

00:41:25: And then what they do is, take all these clients that get from secondary market and spend years cultivating.

00:41:30: They go you've trusted me already because I have proved my worth or sold your property for you would like to buy something?

00:41:37: We had a new starter join us but right now we want to skip the first part of job which is building relationships with sellers just jump into getting leads.

00:41:50: So what happens in the future when you want to list properties and sell them?

00:41:54: Because think about it.

00:41:55: If I sold Jody an off-plan property today, she wants to flip eventually... ...I'm gonna have to sell for her eventually.

00:42:00: but guess what!

00:42:01: I've got zero skill on selling or listing because all of our done is being a buyer's agent.

00:42:06: Come walk down into the developer office with me.

00:42:08: there'll be no negotiation on price And we just go down their new.

00:42:11: buy one of them.. ..I am not saying take zero skills get leads But point as It takes way less skilled than being secondary market broker.

00:42:19: i can say that Off plans fun.

00:42:21: It's higher commissions, I get it.

00:42:22: It is sexy

00:42:23: but... ...I'll

00:42:24: tell you what?

00:42:25: You need a good combination of both and then you can get the results that some other guys have.

00:42:30: When your eventually done with all this What do want people to say?

00:42:33: White & Co stood for?

00:42:37: Everything they said we stand for now And That Is Being The Brokers Brokerage!

00:42:42: I Want People To Look At Us And Gow.

00:42:44: They Built A Broker-Age For The Brokerages And Maintain The Whole Way Throughout No Matter How Much They Grow No Matter how Big They Go.

00:42:53: everything that they'd done was with the brokers in mind.

00:42:56: Every one of yous have said the same answer to last question,

00:42:59: I don't

00:43:00: know how many these i'm gonna do but the point is so far i've had seven six people.

00:43:06: before.

00:43:06: now everyone's said it were for the brokers.

00:43:10: But think thats why we all

00:43:11: live at home.

00:43:11: It just shows us how instilled its in our identities.

00:43:14: You know what i mean?

00:43:15: Like Think about every day We come In and The reason to Live Is Give You know, I mean every single day we come into that office and it's just like right.

00:43:22: if they make money We all make money.

00:43:24: If we help them change their lives They keep talking about how great white in quiz Keep getting more people to come here.

00:43:28: We keep changing there life It just becomes a beautiful big circle the the whiting co-circle of life.

00:43:35: I Often say and this is not a question.

00:43:37: I usually end on that question but something.

00:43:39: since were on recruitment kind of wave I often say that right now when you look across the market, there is one high-performing brokerage where all high performing brokers who want to still carry on with a structure be rubbing shoulders with the best.

00:43:54: Not the brokers that were made ten years ago, fifteen years ago.

00:43:56: The ones are entering in the market Now.

00:43:58: i believe at one point There will be nowhere else To Luke apart from White and Co.

00:44:03: You know we might have the George Right now And A few other people move.

00:44:06: We've got a lot of People That Will Join Us Over The Next Six Months After They Get Paid From Some Of These Legacy Brokerages.

00:44:13: But do you agree with me there, or do think I'm being a bit optimistic?

00:44:17: Or do see that from the same view that I see.

00:44:22: You can already see that this is massive shift... ...you speak to people who have been with companies for long time and they've done really well And we've seen some of them come over to ourselves before.

00:44:33: That had been with other company's two three four five years.

00:44:37: at one point in time We thought They'll never leave.

00:44:41: Why would they leave?

00:44:42: Like you said, name all over the CRM.

00:44:45: Why would they leave?

00:44:46: There'll be a lot more of those.

00:44:48: Okay.

00:44:49: Jodie absolutely love this.

00:44:51: it's just amazing like the passion that we've got for what we do I feel every day when i walk in your office.

00:44:56: anyway there is no difference here with you than there are single dates but hugely appreciate hope.

00:45:01: everyone has found alot value and

00:45:05: thankyou so much.