Chris –
This is a breakthrough podcast with Chris Medellin, and I am here with Alfredo Rosales. How are you doing, man? Thank you, dear. I am so glad that we’re able to do this. I mean, finally being able to get it because I just wanted to do it like, a lot sooner. When I first met you and then I started thinking about, like, I want to do a Zoom. I want to do it live. And then you’re like, I got a studio. So we’re actually live in Las Vegas right now.

Alfredo –
And actually with the new Chris Medellin.

Chris –
Yeah. Oh, dear. This is legit. My first podcast with short hair. So this is this is good, man. I’m excited to do this. It’s weird because I have to actually go out and like, the biggest question on whether I do it or not was like, do I want to go out and redo all my pictures? Everything?

Chris –
It’s a pain in the ass, but I’m going to do it. I got I got to go. But that that is a thing. Is everything. Yes. Yes. So, man, what part of why I wanted to meet you? And you know, I like to tell a story every time we do a podcast with anybody that’s new to the podcast, I want to introduce you to the audience and you’re a real estate agent here in Las Vegas. You also do some business in Phoenix, Arizona, as well.

Alfredo –
I do also.

Chris –
You used to live there, right?

Alfredo –
I used to live there for.

Chris –
Yeah. So this is going to be a good story. So we met because I started doing business with Nora Gaeta, who is the incoming president of Nora for 2023. And we were partnering on an event and you called me and immediately we started talking through and you’re like, Whatever you need to get done. We got you. We’ll do it. And I started to see that partnership. And then since then, and it’s really been a short period of time, but we’ve done some major partnerships. Yeah. When Nora and, I started to integrate more and more into this market. Everyone knows you, everyone in the Latino market and just in the real estate market knows Alfredo.

Chris –
Yeah. And so what I see right now in one of the toughest markets that we’ve been in is that there’s a guy like you who is really confident in the marketplace. That’s probably one of the worst that we’ve seen yet. You do this through networking and I see you do something differently than most realtors. You’re constantly talking to lenders.

Chris –
You’re constantly partnering with other realtors. And that’s really created your brand in the marketplace as being a go-to person. And you’re the president of the Norwich Greater Las Vegas chapter. So, dude, let’s talk about that. Like when at what point in your career did you really leverage the power of networking in order to go meet new people and create your brand the way that you have? and was it intentional?

Alfredo –
It was not intentional. First of all, I’m you know, some people don’t know this, but I’ve been in the news of our I’m going to be 19, 20 years. Right. Okay. And 92 years but I did not used to do sales. Like my job was to give other businesses or other teams production, you know, manage production, manage marketing, manage the flow of, you know, everything in the office.

Chris –
So you were the you were the production manager. You’re the man behind in a way making sure that everything is watching, which is one of the most important jobs.

Alfredo –
Yeah, and I started from the bottom. I was the listing coordinator by Okay, so, okay. But then I went into those roles like creating teams and managing teams and production and look at this manager. NASCAR has made the whole thing right? So there was a point in time and, you know, I started with Juan Martinez from Century 21. I mean, he used to be Remax Advantage back in the day. So all the connections of all the people that he met and he knew at that time, I knew everybody. So for about 15 years, everybody knew me in the industry, but not in the community because I was not marketing myself, because I didn’t do sell. So there’s no reason.

Alfredo –
There’s no reason. Yeah, I was a salary guy, right? So I knew a lot of I know a lot of agents, a lot of lenders from, you know, back in the days they’re still doing business. So that leveraged me to be able to do what I’m doing now with their right. Yes. But then when I started doing my team, which was probably about four years ago.

Alfredo –
Mm hmm. When I made the decision to go.

Chris –
So four years ago, you decided I was going to go and be the leader face of the group. Yeah, I’m going to go out and do the hustle on the front.

Alfredo –
I do for somebody else.

Chris –
Do it by doing it for yourself.

Alfredo –
I mean, I think it was time a lot of people liked doing it. It took forever. And, you know, it’s, you know, timing.

Chris –
Well, there is something to be said about like, you know, I went out and just did the sales, whatever, whatever, whatever I was doing. It was always sales first. And then when the recession happened, I had to go back and be well, not that I had to go back. That was the only option for me to go and manage operations because operations wanted a sales guy managing like an underwriting broker, closing pricing. Once I understood what was really going on in the manufacturing of the loans and how to manage the pipeline and everything that you’re doing on the back end, I always wish to start there because once you understand the process, I feel like it makes you a really good salesperson because you can jump in at any time to say, I know how to fix this problem and I know contracts, right?

Chris –
So you started you were I actually think you started the right way. I think most people should start in behind the scenes in order to be really good in front of the scenes. Yes. But so how did that help you, like in terms of.

Alfredo –
Very much. Very much. I mean, up until the days, you know, and to this day, I hear people complaining about managing, you know, 3 to 5 escrows. Mm hmm. I’m like, we manage 40, 50 escrow. Yes. You know, and I was.

Chris –
That’s a skill set.

Alfredo –
But that. Exactly. Because, you know, we learn how to manage learn how to, you know, time, you know, our work at the office when to do what, how to deal with it. And that really helped me a lot in building my team. So I’m able to do my business and still not worry about everything else I got to do because, you know, it only takes me a few minutes to deal with this and that.

Alfredo –
Yes. Rather than an hour or two to try to figure out. Right. So it did help me a lot. I was obviously not only the connections but learning the skills and being under pressure. I mean, working for one, Martinez is not an easy task. Oh, it is a heavy heart.

Chris –
It’s like, yeah, yeah. Entrepreneur hours and really successful people have, an an example that they expect that not everybody understands. It’s a high standard. And then with that standard comes a lot of habits that there are expectations for. And if you don’t have those, you’re going to know about it.

Alfredo –
Yes, I think I’m from a military background. Okay. So obviously.

Chris –
By the way, thank you for your service and making.

Alfredo –
Me well. So my standard was like, you follow orders. Yeah, you got to do it. You got to do it. Doesn’t matter. You have to figure it up.

Chris –
So I think in a lot of ways there has to be respect for the chain of command. There has to be respect for at the end of the day. I mean, I like the way you come at me, but you.

Alfredo –
Success, your respect, the rank.

Chris –
And that effort of trying to make sure that you stay within the box ends up, you know, helping you. And it obviously helps you because you’re able to scale the business. Yeah. And then you’re able to pivot into the sales piece.

Alfredo –
And, you know, I learned from the best. I mean, Juan Martinez, Alex Garza, who was a president back in the day, Juan Martinez was the president, Noriega was the president. So I’ve been able to hang around with these people that have been able to shape me up in a way that, you know, you have a little, you know, leadership skill that will take this to the next level.

Alfredo –
And that’s kind of the reason why I got into and, you know, what has been able to get my business, where am I now?

Chris –
So that’s amazing. So what do you mean is Well, let me tell you, you know, when we do my podcast is really around breakthrough moments and when you think about like you’ve heard the story about water boiling at 212 degrees, there is there’s something that happens at 211. It doesn’t boil it at right at 212 any time.

Chris –
That’s when the boiling point happens. And a lot of people like to talk about that moment and then beyond. And that’s not what the podcast is about, is actually the shadow of that. It’s what happens right before the water boils. Because what happens to us as individuals and as humans is when you’re back against the wall right before you break through and in this case, it could be the breakthrough of going from production manager to sales. Right. But I’m sure there’s more to your story. I think there is. But tell me a story like when your back was against the wall and what was going on in your head to get you to that breakthrough, because I feel like the success you’ve been given and that you’ve earned throughout this process and being connected with the right people all comes from something that you decided in your head that you were going to break through from.

Alfredo –
What was that? Yeah, you know, I, I felt at one point like literally, I remember back in oh six or seven, I was working for Martinez at the time and seven or eight somewhere in there, and I became a salesperson for one. Martinez You know, I was coming from the background, like you said, and I said, you know, they need a salesperson. Well, you know, let me jump in there, Eric. So I was doing very good, you know, I mean, everything was good. I made $100,000 like.

Chris –
It was your first time.

Alfredo –
First Yeah, I was.

Chris –
How old were you when you made that?

Alfredo –
I was. I must have been 25. 26, You know, someone making six or seven and I made 100,000. I had no idea what happened to that money.

Chris –
Yeah, well, nobody does. Nobody does. Yeah, but I’m sure you’re having a great time.

Alfredo –
I was in a very bad position, legitimately. I had no money.

Chris –
Okay, so you made the money spent as much as you made it?

Alfredo –
Yeah, I had no money. I had bills. I had everything I remember. And I remember coming over to Walmart and saying, Hey, bro, you know, I need help with this and that. It was I’m going to give you some advice. You work as hard as you can so that won’t happen again. I’m not going to lend you money, but I’m going to give you that advice. You work so this does not happen to you again.

Chris –
When you walked out of that conversation and got in your car, what did you think?

Alfredo –
I was so upset.

Chris –
Were you mad at him?

Alfredo –
No. I was still thinking through the situation and I was like, Damn, you know, what am I going to do? Mm hmm. He goes, It doesn’t matter what happens. You’re still going to be able to, you know, live two or three months with power and gas and this and that. You know, you’re still going to be able to manage your place for two, three, six months, whatever. So you work hard and you make money, and now you learn from it.

Chris –
This is what was happening in the market at the time.

Alfredo –
I mean, we had to they had 2000 they were with a service housing crisis. Yes, but there was still business.

Chris –
There was still business.

Alfredo –
There was still business. We had short sales. We had everything. And it got to a point where, you know, I didn’t know what to do. I mean, eventually, I moved on. I went somewhere.

Chris –
Else. Did you go to another company? I did. Well, well, let’s talk about that. So you get the advice right. Then work harder. And then what steers you away like, Oh, my mistake.

Alfredo –
At that point. My mistake at that point was feeling that he. To help me out.

Chris –
Yeah. So you’re pissed at me now?

Alfredo –
I see it differently, right?

Chris –
Yeah.

Alfredo –
No matter what I was afterward, I saw it differently. Yeah, but at that time, I was betrayed. You have you.

Chris –
Betrayal.

Alfredo –
I mean, that’s how I felt. You know, you serve somebody for so many years and years, right-hand man and this and that. And then you hear that I was expecting. Hey, you know, here’s this or that, you know, And then I’m like, Damn, suddenly what am I going to do? Mm hmm. So I figured I go somewhere else and I went on to manage Oriole properties with Jerry Jones at that time. He’s in Florida now. Bay used to be one of the top Oriole agents here and number one in the manor. At that point, he had a Freddie Mac account. So we see a property all the time and I was there for a couple of years.

Alfredo –
Um, different environment, newer environment to me coming from a Hispanic office, going to a, you know, not an expensive office. And you know, many people obviously and everything going on. But then the market shifted again around 2000, ten, 11, somewhere.

Chris –
In there as the.

Alfredo –
Orioles went down, you know, now he became him again because I was him. And, you know, at a certain point now he came back into it. I was there was no need for me. So I went into like a little short sale period. Then I was uncomfortable working from home. I didn’t like that. So I started looking around again.

Alfredo –
So that is one of my and that’s why I landed in Phenix.

Chris –
Did you move out? You literally moved here.

Alfredo –
There? Yeah. I mean, I had nothing here. Yes, literally. Like I was like, What am I going to do here? So I needed to find a job where I feel comfortable doing the job of the leader because that’s what I used to do. Yeah. You know, I’m always a bad guy trying to make sure everything is smooth and this and that.

Alfredo –
But there were no positions here for that. Phenix was about a year behind. Okay. They still ha.

Chris –
Especially near you when you go by the Gilbert area.

Alfredo –
I went to Gilbert. Yeah, I went to Jesse Hurford’s office. Okay. And Gilbert with RJ. Kristen. Yeah. And I started working on their Orioles and stuff and that year it was miserable to me.

Chris –
Because you’re, you’re in a new city.

Alfredo –
I’m in, in this city. I was supposed to be staying with somebody else. Yeah. And they decided to rent out the place or something else. And I ended up staying at a Courtyard Marriott for about six months trying to figure out my life, you know, having issues. If I was coming back every weekend to see a girlfriend at that time then I couldn’t because economically I wasn’t in the right place. Were you driving? I was. I mean, yeah.

Chris –
It’s it’s like, yeah, hustlin.

Alfredo –
And then, you know, car breaks and then, you know, the girlfriend screaming ’cause you’re not coming near. So it was like a horrible year. So it was one part. So Bobby, Bobby, and Jeremy get cell phones. He was a manager at that point. And one day I came to Vegas and you know what I can I can go back like I.

Chris –
You got here and you did. Did you just quit?

Alfredo –
Yeah, I did. Like, you know, I’m horrible. I’m miserable. Yeah, I was miserable.

Chris –
Yeah. I’ve never been in that place. I mean, I didn’t. I have been in really low places, but to the point that you’re like, I just. I’m not going back. And I bet you that was a very, like, relief. That was a relief for you.

Alfredo –
In a way, it was, yeah. But then I was like, Well, what am I going to do? Then at that point, you know, I already knew Laura, and I go way back from once Offers from oh five, somewhere in there. And I was talking to Noah and she was like me, you know, that the, you know, mean she was like, really? You know, we have this office. He was with his partner at that time and they wanted to grow their office. And he’s like, she’s like, Why don’t you come to manage our office? You know, we need a manager. We need somebody to do business, take care of business, you know, work on the floor, work on them and the systems and this and that and I’m like, sure. So I met up with them. I, you know, interview with them and stuff her and her partner and eventually, they brought me back. So that’s why I told you know because I told the off I’m like, you know I’ll work from here from now but I just can’t, you know come like I don’t have a place over there, you know, I can’t keep paying.

Alfredo –
I mean whatever I make, I’m painted in my hotel room and so then at the end, I came back and Norah took me to the office manager’s office for about six years, not six, six years or so. And then and that’s when I moved on. And there was a point in there where I told them, like, Hey, you know, I think I was making like, I think it was like a 70,000 here and I’m like, you know, I think, you know, I need about 100. I mean, that was my price, you know? I mean, with the knowledge and experience and everything they knew and everything they did, and obviously they couldn’t afford me anymore. So I was like, Norah left. She went to Century 21, you know, And then I’m like, I’m going to go to sales, I’m going to start working on my team and that’s when but that’s when I started when I realized that I wasn’t going to wait if something happened before it happened to me again. Yeah. So now I wanted to control that decision, right? Yeah. And that’s when I’m like, you know what I’m going to do on my own and do what I do for them. Do it for me.

Chris –
So how was there ever a closing of the loop with Juan about that? About that? The whole situation was never talked about again.

Alfredo –
We never talked about it and we’re like family. Yeah. You know, we just decided we grow.

Chris –
Yeah. Okay, I.

Alfredo –
Agree. I grew and I did approach somebody. Elizabeth one’s wife. And I told them, I told her I was sorry. Yeah, you know, but we didn’t get more than that. And we will.

Chris –
Yeah. Good for you, man. I mean, you know, you looking back, it’s, you know. Was that the right thing?

Alfredo –
What I did.

Chris –
Before? For him to tell, you know?

Alfredo –
Yeah, of course. Yeah, of course. I give that same advice to people.

Chris –
Now that’s what I was. And ask you. Yeah.

Alfredo –
Do you do the same?

Chris –
Good.

Alfredo –
Like I won’t lend your money, but yeah, I’ll give you this. And that’s what I do.

Chris –
That’s such an emotional place to come from, you know, when you’re, when you’re down and, and to tell, you know, to be like, you know, no man, go work harder. And I don’t know that I was I don’t know that I have that in me as a leader.

Alfredo –
It might have been it might have been. It might have been that. I was expecting more. Yeah, I was expecting something else.

Chris –
Yeah.

Alfredo –
You know, you figure you were there for a long time and this and that, and you do all this. I mean, you’re the first one in, you’re the last one out, But then, you know, I was a kid. Yeah. Oh, you know, I didn’t know better. And to me, I saw it differently than what he was seen.

Chris –
Why does that story get you emotional?

Alfredo –
Because there is. There were some rough times.

Chris –
Yeah, it is hard, man. And I’m sorry, dude. I’m not trying to. No, no, no. I just. I just.

Alfredo –
I learned from it. Yeah. You know.

Chris –
I mean, but now, I mean, like, you know, there’s a reason that we’re sitting in this room today, and it’s because you’re one of the most powerful networkers in the industry. I mean, you do know that, right?

Alfredo –
I heard that, but.

Chris –
But you do. It’s weird. Well, it’s hard to know. I do believe it. And I’ll tell you why You’re president now. Rep that wasn’t on the board before you got tapped to be there. Very few people get tapped to do that. When you talk up, when people talk about your leadership, they talk about it in a way that we can’t let him down.

Chris –
That’s that that’s a powerful leadership trait that the people that are around you do not want to let you down.

Alfredo –
You know, I’m not here for me. Mm hmm. Before, when I came in, it was more about their organization, right? Mm hmm. And then I saw the group of people. You know what? They. They got something in the room, you know? Mm hmm. Their leaders, they want to grow. They want to get their business going. You know, you got some new agents that want to grow their business.

Alfredo –
Then you got some people that are already in the business, but then they want to jump to the next step. You got people that want to do what I’m doing or be or say what I say and kind of, you know, do the way I’m doing. And to me, it’s like I’m there for you. Mm hmm. I don’t hide anything. I’m not going to say. Well, I can’t give you that. You know, that’s my secret. There’s no secret sauce. Mm hmm. The only thing secret that you have is, you know, that you can assimilate that. Yeah, that is true. But you can try to guide them. You can give them inspiration in a way. Mm hmm. And that’s all I do.

Alfredo –
I don’t. I don’t tell people what to do. Mm hmm. You know, we set goals, and we say what we have to do, and you let them be. Mm hmm. They will get out on their own way. And sometimes you have to push a little bit, like, Hey, you know, did you do this? You know? But then eventually they’ll get there, and eventually next year and the next year, then they’ll get better and they’ll get better. Mm hmm. I’ll give you a good example. I was talking to Norah the other day, and I saw I met up with Noria in Miami. Mm hmm. And we were talking, and then I told her, I said, You know something funny? I said I saw Nuria when she got installed in D.C. Her speech, you know.

Chris –
I was there.

Alfredo –
Very nice, very elegant. But then how she spoke in Miami. Mm hmm. You can see the progression there was. And you can see the improving program, Right? You can see that. So that’s why I said, Look, I’m not here to shine. I’m not here to be in the spotlight. Mm hmm. Like, I could care less. Like I’ve been through my share of Reno spotlight. Whatever you guys do, you speak, you’re on a panel. You want. I want you to do this because I want you guys to get exposed. I want them to see you guys as leaders. Mm hmm. I want you to grow in your, you know, public speaking because eventually, you’re going to use it, and then next year you’re going to use it, and so forth, so forth. So that’s what I want to do. Mm hmm. I’m not there, too.

Chris –
But you have been thriving as being the guy behind the guy.

Alfredo –
Yeah. Because of a lot of guys.

Chris –
Well, but, you know, the but you’re you’re position around this is. I’m going to help you. Yeah, I’m going to help you grow. I’m going to look for your talents to help you. And it’s not about me. Yeah. And I think that’s an amazing trait as a leader because I think that, you know, at times like this, even leaders are trying to figure out, like, you know, what’s going on and like, what?

Chris –
I got to go out and get my business. I got to go, you know? But you’ve always remained. I’m going to go help them. And through that, I feel like everybody sees. Do you know Alfredo, Do you know, have you talked to him? Let me connect you with him. And I’m like our we’re you know, we’re friends. Like and here’s the thing that that surprises me. Like, even today, as busy as you are is everything you have when you have an event today. Mm hmm. And you were nice enough to come and get me from the airport to do this, So thank you.

Alfredo –
No, thank you for coming.

Chris –
You know, you know your story is truly remarkable. And if I. This isn’t about advice, but I’m going to give you some because I think that I want you to know comes from a good place. Everything that you’re doing is just out of it comes from the heart.

Alfredo –
Mm hmm.

Chris –
But if you were to pull yourself out of it and observe what you’ve done, there is a strategy. Mm hmm. There is a formula. If you pull yourself out right now, you just do what you know is right. But when the day you pull out, there’s a book there. There’s a coaching system there. There is. Because? Because that is something that people sometimes need to be coached on. Is how to network.

Alfredo –
Mm hmm. There isn’t.

Chris –
There? 100% is. Because part of it is. I’ll give you one example. Part of it is, is stop being in front of the spotlight and push your people in front of the spotlight.

Alfredo –
Well, I’ll give you an example. Yeah. You know, we always talk about sponsorship, partnership. And I’ve always told people I said, look, we’re salespeople, first of all, right, So we shouldn’t have problems going out asking people for money. Right. But I said, I’ll tell you this, there are people that will give you the money because of who you are.

Chris –
That’s it.

Alfredo –
That’s so even if you step back, let’s say I sit back and I just watch you see the problem that there’s going to be when you know that some people don’t follow these leaders right now agree? So what you have to do is at that point, you can’t really tell them this is how you ask people for money because you really read the script that you might not get it.

Chris –
And it becomes a numbers game and it becomes a sale. Yeah.

Alfredo –
Now you have to do more appointments and all is. But what I see is, is that you get people. Mm hmm. That has a following. You get people that have that charisma. That’s.

Chris –
But that’s the strategy. Well, yeah, you have to do that.

Alfredo –
Yeah. I mean, and that’s what we do.

Chris –
But. But that’s a strategy. You. You just know it. It just makes sense to you. But for the rest of the world, you can go to chapter two, Chapter the chapter, and teach every president in the local chapter that one theory. And I’ll give you an example. Me, for example, after leaving the event that we that we partnered at, that that I, that I spoke at, I am here. Yeah. In Vegas. I’m talking to four or five loan officers who have since then approached someone on my team to get to me to meet because of the value that you gave me. Being on stage at that point, I am now looking to come to you. You’ve never asked me for money. I now come to you and say, Hey man, let me be a part of your next event.

Chris –
How do we help? Right? That’s the difference because of the value added that you bring. But you’re not calling me to say that. In fact, I think in one of your meetings or at some I remember somehow it got brought up like, don’t ask them for money, be not me. Like, yeah.

Alfredo –
You know the people in my.

Chris –
Yeah, that’s the people I don’t like if they want to somebody.

Alfredo –
Come up and say hey you know because I talked about how you know the budget and stuff like that and I say you know we need this amount of money. And then they’re like, somebody raised their hand, said, Well, let me call. I said, Don’t call them.

Chris –
No, no, no. I’m saying sorry. I’m saying your theory on let them come to us because that’s how you. Yeah, that’s, that’s what I definitely am the biggest like.

Alfredo –
Yeah, that’s.

Chris –
Right. Because if you provide value then they will come.

Alfredo –
Absolutely.

Chris –
But also it’s who you are. The people will. I have people that flew into one of my events from Utah. Mm hmm. Because they were like that. You see value in you. I’m coming to. You’re not right for that.

Alfredo –
Right from the.

Chris –
Beginning. You’re coming, Right. Thank you. Because there is going to be value there and so I think that that is all amazing leadership traits. And so I’ll leave this with this because you never know where these conversations are going to end when we start. I don’t know where they’re going to go. I have a framework that never pans out that way, but I am. I’m glad that you were willing and I really appreciate your willingness to get emotional, willing to tell your story. I’ve never.

Alfredo –
Told us.

Chris –
Story. And I really hope I hope I get emotional thinking about this because there’s something about mentorship that is a very powerful thing. And there are people throughout life that mentor. People don’t really understand the power. I hope that one at some point here is that story.

Alfredo –
I’m sure he.

Chris –
Will. And then I hope that he appreciates it.

Alfredo –
He knows the story more than anybody else. But obviously, there’s more to it. But, you know, if you ask me, like, what I’ve learned was that it’s amazing. I love it. Yes. I really I’m really grateful for it.

Chris –
Well, thank you for sharing that. And I really have no you have no idea how much I appreciate you setting this up, and allowing me to come in and interview you. And I hope more people through this podcast connect with you. Where do they find you?

Alfredo –
They can find me on Instagram. Alfredo underscores the results.

Chris –
Okay.

Alfredo –
Or just Google me.

Chris –
Follow my man. I mean, and honestly, if you’re in the market and you’re not connected, if you are in the Las Vegas market, you are not connected with Alfredo. DMM connect with them and you know, give this man some business because he will take care of you. So thank you guys for listening. And by the way, I don’t say this nearly enough.

Chris –
Please like and subscribe to this podcast and if this story resonated with you, please give us a comment, because I don’t say that nearly enough and I really appreciate you listening to another breakthrough episode. Thank you.