0:00 Hey, welcome to the habit, this podcast. I'm your host Daniel Martinez. Today we have special guest, Mr. Ed Parco. We're gonna jump a little bit into his background what he does that about what, what he's into and what he's doing today. But Edie, we're out of the country from today. Oh, speaking from today, 0:17 I'm actually in Northern California, northern California. I 0:20 live in Fornia. Where do you live? Live between LA and San Diego? 0:26 Dude, I was down there for 20 years I was in the Navy. So where 0:31 but Temecula Okay. Desert. Now Now somebody calls me 0:38 crazy how it always works, just put on Do Not Disturb and they still will call. I know. That's why I like about Apple, you turn off the computer, but that's not what I'm using in the studio might send my other studio. 0:50 So you, you originally the military branch and let's say you're in 0:54 and I was in the Navy, in the Navy. 0:57 Okay. That's awesome. And how long were in the Navy? 1:00 Five years, five months and 14 days but who was counting? I think you were I was when I was done. I was done. So I joined the Navy because you kind of want my background I joined the Navy get out in Northern California I was I ended up interlock in high school and I wanted to get out of the valley because there was nothing going on. So I thought I joined the Navy see the world I got to see San Diego State and I was stationed down there and my whole time at Camp Pendleton which is outside of Oceanside. And, and then I went to Texas for a specialty school and then back to Camp Pendleton. So Bert, pretty much my whole existence was at Camp Pendleton at the hospital there, which was good for me because I was a Navy guy on a Marine Corps Base. And so I tell people, it's like MASH, and exactly how it was people don't really know your rank, they don't anything. They don't mess with you when you're on a Navy base. It's a totally different world. And while I was in I got my bachelor's, I bachelor's and then I finished my masters while I was in and then got out and decided I want to get into the business world and and I been owning different things. And now I own a mortgage company for the past. I've been in the mortgage industry, I should say for the past 20 some years, 2526 years. And I really enjoy helping people get into homes and building personal wealth through homeownership. 2:12 That's awesome, man. I kinda want to jump into your your military career. So what you always see like a bunch of movies like that, were there your because I know my brothers and Marines actually went to Camp Pendleton when he graduated from the Marine Corps. And when you definitely mix it up, that's a cool dynamic that throws interesting. Did you join when you're younger? Like 2:31 yeah, I joined right i in high school, I was in a delayed entry program. So I that was in high school I knew I wanted to get out of here. So I signed up and wanted to be you know, be a corpsman a medic and, and then just figure out from there, I had no every was telling me I'll be a blue collar worker my whole life. Not that there's anything wrong with that, because the blue collar workers these days make a lot of money in the right place. But that was so I meet nothing. I do nothing with my life. Well, the problem is, when I was a kid, my dad had hairy cell leukemia, which was from Agent Orange from being in Vietnam. And he got it and so he passed away when I was 12. So I grew up without a father and, and we went from, you know, middle upper class to dirt road poor. And so it totally changes your dynamic when you end up doing that. And so I started working really young, worked on my grandfather's dairy get different jobs, because my mom couldn't give me money. We're on Social Security. Yeah, yeah. So totally different world. 3:28 Yeah, I think I think the military, I think it's, it's good for certain people, that it helps them get direction in life, because a lot of people might not know what they're going to do how they're going to do it. And I think you you're kind of like put down like, Oh, you're gonna Yeah, you're gonna be some blue collar worker or whatever, trying to put you down, but you're like, it forces you to pick something. And it forces you to adapt and grow in that in that field. And I think it makes you like, like a bunch of any adult when you're not honestly, 3:56 you grow up much faster in the middle. Yeah, there you go. That's the one either grew up much faster, or you get kicked out. And then you'd become you don't really amount to much technically, but most people grow up, you're forced to grow up and you become, you know, you're able to handle things that you can't, your counterpart in the civilian world would not be able to handle. And I don't mean like psychology stuff. I'm just talking. You know, I did stuff in the UK, as a physical therapist, I mean, as assistant, that only and I would do it like that PT only physical therapists would do in the civilian world we would do in the military world, for our patients because you can't get suit. Right. There's the difference. So we did stuff that when I if I went out to do that same job out in town. I couldn't do what I did. Yeah, because of all the requirements. 4:47 That's crazy. So corpsman were you stationed at campus in your old time 4:51 when Yeah, at the hospital? Yeah. The old older hospital that's not the one up front and that you see from the road. I was at the one that was in the middle of the base. 5:00 Awesome. Yeah, I appreciate you serving the military. Even though it's been many years ago, I appreciate the service. And I know people like you, it takes a lot of you, you don't necessarily get a lot of things, you don't get a lot of like, love from outside, outside, outside of the military, but I appreciate everybody that serves. So start off with that. 5:23 You know, it's a totally different world. Now, when I got out, nobody cared. Yeah, after 911 People care again, because of what we've done and how we come back, and my son's and he's the airborne medic in the Army. And he's like, Dad, every time I walk through the airport is like, 100, thank you for your service. He goes, You know, I go, you should enjoy that. Because when I used to walk through this, I get nothing. So now they people care, and they're back to caring. It's important to help our vets, we lose 22 a day from suicide. And so it's really important to reach out to them and help them out. 5:54 100% 100% So your son's a medic, as well. 5:58 All right, well, my wife's a nurse at Kaiser, my daughter's a nurse and director of a place, my other daughter is still trying to figure out what she's going to do. 6:09 How many kids you have five total, five total kids Amazing. Amazing. I think it's really medical field. It's really cool. All your, all your kids and family are what to the same thing. It's awesome. 6:21 I don't want them in my industry. 6:24 You know what, I'm in the mortgage industry. Now. No, no. 6:27 Mortgage. And so if you look at and this is not a negative thing, this is just as a career, you can get into it, but keep it as you know, be a nurse or something first, and then do this on the side or whatever. I mean, the issue is, is if you look back at my, in the last, or I'll just say within the last 30 years, there was probably a good 1515 to 18 years out of there, the rest of it, there was issues or problems or the market was down or this was going on, because you gotta look at 2008, the financial crisis that took a good, you know, at least eight years to come out of that. And now we're in a situation because we didn't build homes back there. And we had to absorb all those homes that we over built. Now, we don't have enough homes at all in California were 2.5 million homes short, that we have to build to get caught up and it's going to take 1520 years to do that. So this, this real estate market is just crazy. That's beautiful. Thank you. Okay, well, we rates are so high. We're gonna have a bubble. There's no bubble. There's no inventory. You can't have a bubble without inventory. Yeah. Yeah. 7:36 So the volatility of the mortgage industry is not a plus. 7:42 No, I mean, you know, things will change over time. But I mean, no other time in history. If you look back just right now, right? In the last year, really, in the first six months of that year, we went up 5%. And interest rates, never in history, done that like that, yeah, in a six month period. And that was all self inflicted by our government. And I'm not trying to get a conspiracy theory and all this stuff. When you shut off pipelines, you increase inflation, that's what's going to happen. And then you got to the end, if you're on a budget at home with your wife or whatever, if you're both working the budget, then everything works. But if one doesn't, if one's like, Okay, we got to control our spending. So we can get this done over here. But I want all these programs, I won't buy all this stuff. And that's what's problem with our government. The one side is just spending because they know if they spend it, they won't be able to spend it later if the administration changed. So they're just spending now and the Feds going well, we need to control inflation. So I'm doing these tightening, but you keep spending, and it doesn't work. And that's why we are where we are. 8:38 Yeah, I think the the government is very conflicted on what they do. And then the only hurts everybody but it hurts like the lower lower middle class in the worst. 8:49 Right now, people who used to be on the welfare, the food stamp program, it's called something else now snap or something. I saw a statistic 45% of them are going without one meal a day. And then 55% of them there's so they're hurting like you would not believe the low income. And it's all because of the different programs that were put in place and the different things that was done, especially the what they call the income Reduction Act, not the inflation Reduction Act, but the income Reduction Act and that's basically what's happening. Middle class and lower middle class are being affected. 9:23 Yeah, it's insane. It's insane to me the the I don't think it's getting better, it's not getting better. It's only getting worse because I think the the rich people that like they have they're holding assets so they're there they're inflationary. Risk is kind of grows with the market. But man, everybody else if you're not holding assets you're getting you're gonna get torched real quick. 9:44 If you own a home you're fine because your payments aren't moving up. You're renting your payments are going up like especially in California since they passed that stupid you know rent, technically a rent control so certain point where you you know, they can only go up tempers sent Max, you know, eight to 10%? Well, they have to do that now, every landlord has to raise your lease every year, eight to 10% to stay in compliance. So instead of helping renters, they actually hurt the renters. And that's what happens when government gets involved. And this is not getting on a soapbox about political stuff. But the government says we want to help. This is what we're going to do to help you, but they don't look at the unintentional consequences from what they're doing. And that's the same thing with all the programs that came out with once you know, 2008. Because that financial crisis, they changed the whole mortgage system to a certain point how we disclose. But that wasn't the problem. The problem was the bond rating agencies rated things as triple A that should have been rated DS. Yep. And if you watch the movie, The Big Short, you see all that, that's who should have went to jail. That's who should have been went after not went after all the mortgage brokers who didn't do anything, or the banks and all that stuff, who just they're not the ones who caused the problem. It was those bond rating agencies, but you never saw any of those guys in handcuffs going to jail? 11:06 No, I think I when I watched the big shorts, and like everybody played the game, everybody played the game. And they knew they might not know what was happening. 100%. But everyone's just playing their role. Because it's such a it's such a big industry that not anybody who controls, besides the government, as a whole will want to start implementing laws and rules and effects like the equal and opposite reaction, you change one thing, there's going to be an opposite reaction somewhere else. 11:32 I mean, there's just so many that I mean, just like when they had qualified mortgage, putting the fact that certain things have to pass certain things. If you have a smaller loan amount, it doesn't pass those things. And then it got to a point where small credit unions across the countries couldn't do, you know, they couldn't do the loans that most people need in certain places, because they're too small, and they won't pass QM. And you know, those little things. And so they had to come back and say, Okay, well, this loan amount this size, can do you know, it just the stuff they just don't? What they should do is get people from the industry, who've worked in the industry forever and say, Okay, what should we do to make changes to make this better? If they would ask me, I would say do nothing. Because they'll never do those loans. Again, they lost too much money. That's the problem. They don't We don't do stuff in our industry, where we lose money, we don't go back and do it again. 12:23 Okay. So us in the capitalist society, we learned from our mistakes. So it is let it let it roll, let it play out. 12:32 They cost too much money and people. But out of that whole thing, how many people got homes, how many people got, you know, bought at the right time, and now they have a lot of equity. There was a lot of people who had opportunities and other people who bought hundreds of rentals and 1000s of rentals and still have them to this day. So as negative as things are, there was a positive side for a lot of other people just like right now, there's a huge opportunity to get into home right now. But most people go with their rates too high, I want to wait till the rate gets lower. 13:02 So I watched a video about this yesterday, and everyone's like, Oh, the rates get lower, it's just going to create a feeding frenzy because not everyone can afford to qualify alone. So it's gonna be nice as prices go up. 13:13 Well, here's why this is so prime example. There was an open house the other day, Friday, Saturday, 22 couples went through, they talked him they're all go, we're gonna wait until rates get better. Well, so that means there'll be 22 people for that one house, when rates get better, or one of them could go, Yes, I know rates aren't perfect right now. But I know I can refinance multiple times over the next three to five years and get this payment way much lower. But I'll never be able to get this price back down to the price point it is today. Even Dave Ramsey for the first time in history is saying buy houses now. Don't care about the rate. As long as you got all the money, you have, you know your reserves for it and you don't have a ton of credit card debt. He's like, go buy that house because you're never gonna see these prices again. 13:58 It's I think it's a I'm only 31 So I've only experienced about my first lesson, I was 25 So I've been in real estate for about six, six years now. So like when I was in my younger 20s And even before I was 18 and nothing about business or real estate or anything like this, but it's one of those things where like, there's always a joke like Oh, I wish I was bought real estate when I was 10 because the prices were amazing. But as long as things were like you don't know what you don't know. And a lot of people a lot of people that are in the as an adult wants to buy a home they don't understand this process of real estate and how ebbs and flows in the marketplace. And what's going to happen if rates go down. Like they don't understand this. I think predestine providing information out there like hey, if the rates go down, set it to 20 people were fighting for the house or might be 40 Well, 14:46 I explained it like this you ever seen the Tour de France? Yes. You see what you have that one cyclist guy who's out in front and he's kicking ass and he's and then you have the the linea about four people behind them trying to catch him and then you have that peloton of Hundreds and hundreds of riders. That's a difference that guy out in front is today's rates. The three but the four behind them is a point lower in interest rates. And that group of riders, that's way back there. 100 of them. That's when two point and when interest rates get two points lower. That's how many people are gonna be coming out of the woodwork. And that's a problem what people don't realize today, you have to make over $100,000 It's different Southern California. But in general, if you just look cross nation, what we were able to do it 75,000 Before when rates were super low, you're now at 100 125%. You know, you were able to do a 700,000, our house had a 2500 a month payment. We're now that's a $445,000 house. 15:46 Yeah, and that payment is probably 15:48 20,500. Yeah, that's I'm saying for the same payment. That's the difference. $300,000 difference in the price of a home. And that's why a lot of people are can't afford now. And it's are we going to see the low rates we had back in 2020 21? No. So figure that we're gonna get to five, maybe five and a half over the next year, year and a half. And that's where we're going to be for a while. That's normal rates, those other ones we thought were going to die. And that's why the rates went as low as they did. That was the whole thing. We're in a recession. They shut down the country. No time in history. Did they shut down the country? Yeah, COVID The only way to get back there is to shut down the country. Again. I'm not saying they're gonna not come up with it. You know, you give them a chance one time to do something, they might come back and do it again. 16:36 Yeah, Coke COVID was a weird time. And it's weird looking back at it. And it seems so fresh. It was weird. It was weird. Definitely being a real estate at that time, because I remember I moved to California, right at 2021, the first started, and I moved to Southern California, like there's no traffic like nobody's on the roads. And I'm like, this is nice. This is crazy, like riding eat at restaurants because some restaurants were closed or it wasn't short staffed. So it's just it's an interesting dynamic that happens when the country shut down. And it was it was definitely interesting to see. I hope they don't do it again. I mean, it was I think it was a, it was really, really bad to the economy. And 17:20 it was bad for everything. It was bad. 17:24 They were dealing with the ramifications probably for the next 10 years. Forever, 17:29 forever, because of the whole, you know, people it's a control thing and potentially, but I mean, back to the whole thing you were talking about people just don't know about real estate and how to that's why I wrote my book. And I'm not trying to plug my book. But it's financial freedom, building personal wealth through homeownership. The reason I wrote that book is there's only one of me, I can't get to as many clients as I want to get to. And so I wrote the book, then it is based off of the first chapter is credit, I look at the way that I would qualify somebody. First thing you need to have is credit, right? If your credits not good, you need to go work on and get it fixed, then we look at income and then we look at the assets and we go for it because you can always get a better job, you can always get someone to help you out with money or some. But the first part, you got to get down. And so I just go through there and I breaks down everything about getting a home loan the way I do it. And I've been doing the same way over and over again, when I had a business partner, we were in Carlsbad. We shared the same office as the owners, just because our employees could just tell us one time instead of Hold on, let's go over to so and so's office and tell us again. And he's like, Dude, you pick up the phone and you say the same thing over and over and over. I go Yeah, that's Hi, make sure I hit every point I want to hit that has come up along the way, so that I don't have to worry about it. 18:41 And with that comes those experience 100% Like when you when you're experienced since it goes on for a long time you come up with your own internal script, that you've you've answered every question and you're gonna hit you're gonna hit everything and everyone they have a question you sort of answered because you already have that you already have in your in your flow. So 100% I think it's important to provide an education to the people when I really got he wrote a book that's dope 19:04 and it's on it's on Amazon and it became a best seller for you know right away in two categories home buying and then also mortgage. Easiest way to get my book is just to get Ed's book.com It takes you right to my my website. You click on the link, it'll take you over to Amazon. Because just like you every go, Park Whoa, how do you how do you spell that? 19:24 And Park koat.com 19:27 My man Park co everywhere Instagram, Tik Tok everywhere. 19:31 So, let's talk about providing information to the people because I think people need to hear it. So you have your own podcast, what's your podcast called? 19:37 Alright, well, let me back up a little bit. So I've been on radio. So I've been so five years ago, August of 18. Somebody came to me and said, Hey, you want to do a local radio show on real estate and finance? And my first question was, do people listen to radio? Because I didn't write I listen to satellite and you know, I streamed it, but people do here locally. Talk Radio is Huge on I am. And so that show's been going crazy for the past five years, I get 50% of my business from it. And then we turned it into a podcast on Monday. And that radio shows called Real Estate jerky, we give you something to chew on. And it's you can find it on Spotify, you can find it everywhere because we turn it into a podcast. And then from that radio show we now I've been I do nine lives a week. And five of them is our daily in the morning with my co host, and we talk about the same stuff every morning, you know, what's going on in the market with this? What I see with you know, with inflation, all that kind of stuff, and that's a daily and that one's just, we just started uploading that as a podcast. We've been doing that for a year, but it was one of those things is you just get going and you figure out what you're gonna do later. 20:43 So no, you said start creating content and you figure out a way to position it later. So you get 50% of your business from the radio show. I don't know if you listen to the radio. 20:52 We'll talk radio doo doo am talk radio is totally different than FM I'm not talking to FM it's talk radio people 1360 Up here 12. Ed up here for how to Stockton and stuff. Yeah, I have 51 to 71,000 listeners on that. Amazing gratulations thanks. And then from so I do that. But I also do another podcast called helping the brave, which is for US veterans. Once we take the uniform off, we talked about transition story talking about PTSD and all that stuff. And we do that one on Wednesdays that's also alive. But then we put it up to a podcast afterwards. So 21:27 the whole radio thing still mess on my head because like, I haven't listened to the am radio in years, because I remember growing up like we had tape players like we're still popping and tape players. 21:39 Well, that's why I took it from radio and put it on on as a podcast. Yeah, so I can hit more people. And it did pretty well. And then now I'm just with as it thinks the technology has changed. And with the new stuff that I can do, I can cut up my shows I can do certain things and 15 minutes that would normally take somebody else three to four hours for every episode we do. Because of the different types of technology that has come out AI that's come out. It's it's in the last 30 days, that's changed, because I also do another podcast called inner Edison, which is your greatest accomplishments come from your greatest defeats, which is all about failure and what you learn from it. And I talk to entrepreneurs about their failures and how they what they learn from it move on it's and that's been doing pretty well. And I've been doing that for over two years, I took a break for about five months, because I lost my focus, meaning that I couldn't get people to talk about their failures, they wanted to talk about all the other stuff. And so now I tell them, you can't come on unless you talk about this. And if you come on in you just like skate around it. You want air 22:46 and you go, I think I think you're 100% being upfront with the topic in your in your, in your underlying motivation of even the package itself. Because a lot of people, I think failures, what molds molds you into molds your future and like what you potentially could be, and people are like, I don't know, I'm afraid my failures, one of the things that helped produce me and put me to the place I am right now. So 23:11 and it doesn't have to be a huge failure for each person failure is what's for them. Right? What would define it for you. So I had one guy who had an offer for his company for 50 million. And then two weeks later, seven people taught people quit and laughed and sold all his stuff. And he lost 30 million. So there's a lot. Yeah, and so I mean, there's been other stories like Brian Brian Smith on from ugh. And he talked about his story, how he lost his company, during his 15 years of building that and how to get it back. And I've had a lot of people on talking about those issues, but then, you know, it just, I just, that's what I want to focus on on that show. Then I also created a new one, which is called Asus 53, which is when I was in college down there, my instructor said remember four aces and a joker. So it's a sales podcast and an ASA stand for what you bring to the table. So acronym, attitude. Attitude, commitment, enthusiasm, smile, that's what you bring to the table when you're in sales, right with what we do. I'm a mortgage person, but I'm still a salesperson, you're a real estate person, you're still salesperson. That Joker is that unique ability that you have that nobody else has, or something you've learned. For me when I sold by the phone. It was my voice. I had no idea I had a deep voice until I had headphones put on Hmm. Right. And so that's was mine at the time. Now it's you know, and that it works now for what I do. So that asa 53. That's a live Tuesdays and Thursdays at 10am Pacific here, you know, in our area. And then it's with a friend of mine, Brian gawky, who is subtle skills and he he can tell you everything about you by your features on your face and you'll be shocked with what he can tell you. 24:51 Yeah, I think everyone has unique ability and I think once you find it and hone and monetize it, 24:56 yeah, whatever it is, whatever that that I like that show because I want to get back in sales. So I run into a lot of agents who younger ones your age, who don't know what to sell, don't know the basics to have not listened to Zig Ziglar have not listened to the, you need to go back to the old. And then you'll find out if you go the old and you'll find out all the people today who are saying, Hey, this is what you do. It's what the old people said. 25:21 Well, I mean, it's the same thing with music. Every sibling, the old music, 25:26 the same thing. Yeah. But I mean, but most people think, and this is not Nick, on Grant, Cardone, or all the other ones, they all came from, they all have this, learn it from somebody else. And then they keep teaching it. Alex and Rosie had a thing this like a couple of weekends ago, and you had a huge thing. And in his book, and I really listened to all this stuff. And it's like, okay, he did a feel felt found on air. And he's like, Oh, I go to do doing I feel feel funny. I'm sorry, did it feel felt found that's a close kind of thing. I know how you feel, I felt the same way. This is what I found out. And you know, so it's old stuff, which in some of that stuff we don't use these days, because people know about people know and don't want to be sold that way. 26:04 I think it's a, it's funny because like, good salesmen, they can recognize goods, they can recognize sales techniques, when they're being sold to the best salesman, or the best when you don't know, you know, you understand you're being sold. It's crazy, because they might use like a variation of different sales techniques combined to sell you but you don't feel like you're being sold. 26:28 Well, the best sales technique is education, is educating the client. Yeah, educate them why they should buy and not have what we call commission breath, which is you gotta have that sell. Yeah, I'm gonna sell in so long, you gotta get that one close. I don't care where you are in life. I don't care if you just started in real estate started in a mortgage, whatever it is, you got to act like you've been here forever. And when someone asks you how long you've been in the business, you say it seems like forever. 26:59 You go. That's, that's such a good one. Because we tell it we tell our students all the time is like, don't be don't be a desperate buyer or a desperate seller. Don't be desperate at all. Like, they can smell the desperation on you. Like if you if you need that sale to make lunch don't don't make it seem like, 27:17 well, that's what, you know, a lot of people get into this. And people ask how long you've been doing this? And they go three weeks? Right? They're afraid it's like just do the statement. I said they don't they don't go any further and ask any more than that. You answered their question. Yeah. Let them figure it out in their head what that number is, 27:34 you open an open ended answers. So let them Yeah. 27:40 But what's helped me recently once my book came out, so you probably don't know if you saw my stuff. But last November, I came on a documentary called Hacking real estate and I talked about there was no bubble, all that kind of stuff. And because they they didn't have a mortgage person in this. So I met them at trafficking version San Diego, and they're like, We want you in our in our documentary. And so I talked to and I was only mortgage guy in there. And everybody else was how they figured out how to do real estate. You know what they did their little hack. And I didn't like the hacking part of it, because they had a different name before which I liked and then all sudden, everything's a hack now. So it had to have that name. But it was actually pretty good. I've had some calls from Palmdale, you know from other places that would never even know about me because of that documentary. 28:26 Man, it seems like you've been, you've really like found your niche, and you've been in it for a long time. And it might not even be mortgage lending anymore. 28:36 I just like talking to people, but the big thing that I like about so if you're whatever we're in right mortgage or real estate, you got to be the authority in the industry. Yep. How do you become an authority in the industry? You podcast, do lives, do radio shows, write a book, get put in a documentary. But you gotta be really careful, though. Because you could get too much. And then people think you're too big. And they won't work with you. 29:04 So how do you how do you confront that? Like, how do you how do you avoid staying too big? 29:08 I just, there's some you're Well, it's funny because you some people are celebrity to somebody, right? That's just how life is. And it doesn't matter. Like when I tell people like on the radio, I'll call you know, if you call me and I'll call you. And I call them and they go, I didn't really think you're gonna call me. But I told you I was going to call you. Right and that's I'm old school. I'm about phone. Email, no texting. No, unless it's in like I do a lot of stuff up in Twomey County, which is like Fallbrook to you guys down there. And you know you're in Temecula fall bricks up like in the foothills and stuff and the signal doesn't work real well or outdoors and alpine kind of stuff. Same thing, they got a tax because they don't have good cell coverage. And so that's different but in general people what is related wherever your text is, is in the state of mind they are in right because they can't hear your voice. I want to talk to you because I want to hear the tones and inflections in your voice to see if you're hearing what I'm saying. Or if there's an issue, I can tell you the second somebody's got an issue. 30:12 So have having the physical conversation with people. I think that's, that's 100% sales sales strategy right there. You have to, yeah, 30:21 it's about FaceTime with the client these days period. 30:25 I like my whole theory on this is like communicating the people communicating the way people want to be communicated to. So me personally, I like texting and emailing, because I don't like I like communicating on my time, but I'll call when I need to. And there's always that one, I always have scheduled calls as well, it seems like you can have that that one on one interaction, but communicating they want to be communicating to so like, the younger people that I'm sure like being texted to 30:52 you. But also, they don't want voicemail, right, but they want a phone call. You know, they want a phone call. And, and I tell as I work with all ages, I don't care and I tell them, I'm going to leave a message. I don't care if you listen to or not. But you know that I left you a message and it was a frickin butt dial. The biggest problem these days is people will call not leave a message or what or text saying Hey, call me or whatever. And you don't know if they really called you if it was an accidental drop the phone and called you. Because I have kids do my kids are young. And I always tell them leave a frickin message. I'm not gonna call you back unless you leave a message because I don't know if you just made a mistake and call me accidentally. But yeah, I do texts, people a little things. But if it's something that I need to make sure they really understand, I'm not going to text it. Yes, too much. clarify it. If it's more than two lines, it's not going to be text 31:46 100% Hey, when's the best time to speak with you because I need to get this message directly to you where you understand. I don't have to repeat myself. 31:55 Because I mean, I do a lot. There's, I probably meet one out of 100 of my clients. Just because I'm in the mortgage side, I don't have to have nobody wants it. i i Tell him I don't need you to come in the office and waste time away from your family and ever there's things you don't need to do that. Here's my app, boom, figure it out, fill it out, tell me I run your credit, we'll do a soft poll, till you go to opt out pre screened.com and get opted out until you go to do not call.gov and opt out of those two things. I don't want your credit run unless it's a softball. Yeah, because you get 92 phone calls these days, when someone runs your credit triggered leads, there's a thing going through Congress right now. Reach out to your administration, the people that are in the federal side, you let them know you want that trigger lead thing passed, so that they can't sell those trigger leads anymore. 32:46 leads the lead business is insane. literally insane. Like that's, that's the biggest reason with me personally is like, my I get like 10 to 15 phone calls every day. And I don't know who's calling. So I just don't answer none of them. If I get my if your numbers and say that just don't answer it. 33:03 Well, I pick it up. And if I don't hear anybody right away, you can hear look, click Yeah, I'm like I'm done. Click, you know, if there's you can tell if it's a person, or if it's something being transferred. And I'm not talking the old school transfer. They're pretty good these days. But there is a delay. And if there isn't somebody right then and there as soon as you say hello, that's going to be transferred. So move on, hang up. 33:27 That's crazy. That's crazy. What's your what's your book called? 33:32 Financial freedom building personal wealth through homeownership. Okay, awesome. Awesome. Let me know afterwards, I'll send you a copy. 33:40 When you release it, I'll definitely a cop February, February of this year. Yeah. So I said, I 33:44 send it all to my clients that I deal with. And I'm gonna tell you right now, I don't care who you are. You're not going to get my clients. I've had clients now, don't care how much the builder is willing to give them will say I'm using it. Yeah, that's that I'm educating them on the whole process. How would you like? How would you like a client that comes to you? That has no questions because they read my book. And they know everything about credit, income assets, they understand the CD, the Loan Estimate, they understand the contract and the closing costs and all that stuff that comes up and bites us on the butt. Because somebody doesn't explain it to him. I mean, your loan officer didn't tell you about closing costs, what's closing costs? What's prepaid items? You know, they don't, we all have, we're in a hurry we have to deal with. I mean, when I'm done with this, I got six clients, I gotta get to and qualify. And that's how you know all of a sudden, it's like the gates are open again. People are realizing now is the time to buy. And what I'm getting at is we're so busy. I could miss I could forget to say something to one of them because I'm you know, I'm going through so many. But if I send in my book and they read it, I don't have a problem. The other thing is when I send out Certain disclosures. I said, Remember, it's Did you read my book? No, I go to, it's the same thing I said to my son, I said, Read This Book is my daughter in law read it, but he didn't. I'm like, it'll explain this. And one guy was like, Well, what's a loan? So I go, read chapter four. It talks about it, explains it, it shows pictures of it. So you'll know what it is when it comes to you, because you're gonna get them so many times now, because of 2008. ERISA, I didn't know is adjustable. Well, you signed a rider three times I did. Now you sign loan estimates. Every time anything happens on the file. Right? So yeah, you could be signing a loan estimate seven times, depending on how many times things change on the file. So you can't say I never saw it. CD, you probably three of them. 35:48 That's amazing. I one thing I like I like about the having something like that. It's like a manual that prevents you from messing up and it gives them the information. And I'm sure it saves you a ton of time of reiterating the same conversation you have with every client for the past 20 years. And it's all right there. 36:04 Yeah, but I have, I'm good with telling them again, but at least there's the thing they have to go back to Yeah, you normally got to hear it three times it really understand it. So read it once hear it again for me, and then I'll bring it up again. There's a manual, and everything is basically a little further. The only issue in my book, is when I wrote it, it came out and you know, I was writing in 2021, or whatever. I said at least rates aren't above 7% yet. 36:31 Man, if you stick your foot in your mouth, 36:33 they're not going to be here forever. They're just I'm just saying, you know that I said rates are going to continue will go up. But no one knew they're going to do this. Yeah. I mean, you had to I mean, and I'm not going to fix it. But I also have a VA version coming out because I'm a vet. So I have a veterans edition that's just coming out for veterans. 36:51 Amazing. Amazing. What is a quote that is yours or somebody else's that you resonate with? 36:58 Well, my favorite quote is from Zig Ziglar. Is this treat your significant other like a racehorse and you'll never have a nag. 37:07 Never heard that before. That's good. 37:09 Oh, that's an excellent one. Yeah, he actually says wife or whatever. But in these days, that's why is it significant other? 37:14 So I mean, modernize it, just like everybody else. Yeah. Well, I mean, 37:18 it just means treat your the person that you love. Amazing. And they'll always, you know, treat you back the same way. Yeah. I'm assuming quotes, because I love Zig Ziglar and all the different things. 37:31 I know you got another one, you got one in your back pocket. 37:32 Now that one's the best one right now. 37:35 Probably with that. Amazing. Thanks for coming on. One more time where people find you. Where can find your podcast? And where can people find your book, 37:45 or you can just go to Ed Park co.com and it has all my podcasts on there. You can find me at Park co everywhere that's on social media. I'm everywhere under Ed Parco my book, you can get it at get Ed's book.com That's get Ed's book.com that takes you right to my website page was my book, you click on it'll take you over to Amazon and you can purchase it over there on Amazon. Boom, 38:08 thanks for coming on. I really appreciate you giving us your time. And I really appreciate you providing education to the masses, because it's very, very important not to not let people do it and you as a creator, contribute to the American people. And I really appreciate that. So I say thank you to you, and hopefully our listeners, go check out his book and go check out his podcast and hopefully somebody here learns and doesn't fall into another trap out there that is set out there that based off of not knowing. 38:35 Yeah, it's important to have education understand the process. You need to understand it because once you understand it, it's easy. 38:42 There you go. We'll see you next time. Stay tuned. Go like, share, subscribe. We'll see you next time. Thanks, guys.