FLETCHER: And so Brian Coppleman, he is a screenwriter, heavily involved in Hollywood, the movie industry. He was also the director of Ocean’s 13 and so he also interviewed Marcus Lamona’s and what was fascinating because he comes at it from a screenwriter perspective; character development for him is everything. And so if you think about this success or failure of a movie, it comes down to who is the character. Do you like him? Do you love him? Do you root for him? Is he an underdog? Does he have Iraq’s to riches? Who is the villain that is keeping him or the obstacle that is keeping him from achieving the goal?

And so I think it is fascinating listening to this guy on his podcast how he interviews people because he really tries to get to the bottom of who these people are from a character development standpoint. And so he is interviewing Lamona’s and he goes, “I watch your show, I love it. I discovered it last season and I am not somebody who really watches reality television but I did, I watched every episode on demand. And what them fascinated by and I think what a lot of people are is you.” And so let me play that clip.


BRIAN: “What I am fascinated by and I think it’s probably what a lot of people are is you. And so I want to talk about the show but I want to talk about how it is and why it is that you do the thing that you do in the way that you do it.”

End of recording.

FLETCHER: In other words, I want to understand who you are as a person, your thinking, your thought process. I am fascinated by you. Yes we will talk about the show, we will get to that, we will get to that I mean is over there. But I want to understand how you do it, why you do it, the thing that you do, the way that you do it. Because it seems like to me that you have an approach that combines and he continues, “The intellectual and the emotional and you lead with either one or the other depending on the situation and then kind of check yourself using the other one. And I’m wondering when did you develop that? Or consciously realize okay, I’m going to do it this way.” And so that’s the question.


LAMONAS: Wow, I think that’s a great question. You know it’s funny that you mention that because you made me think about tonight’s episode. Is probably the episode out of 24 of them now, tonight is the episode that was far more emotional than it was intellectual, far more emotional than it was financial because I saw a situation, a mother-son situation that was very fractured…”

End of recording

FLETCHER: And so there is that story element again. This isn’t about business, this isn’t about TV, this is about a mother, this is about her son, this is about their story, this is about a relationship that is extremely fractured.


LAMONAS: I think when I go into these businesses            I definitely cheer for the underdog so I use that emotion to kind of root for the underdog and whether that’s the employee or the owner who is in bad shape. But I definitely am a villain killer.

BRIAN: 100%.

LAMONAS: I mean, so…

End of recording

FLETCHER: A villain killer. I think this is what makes Marcus Lamonas so authentic. I mean I love this aspect of him, he is being a villain killer. And you heard it, “I root for the underdog, I root for these people who have stories. I root for these people who have obstacles in their life would just need maybe a little bit of resources, a little bit of help.” So he continues.


LAMONAS: I pride myself on being a villain killer and I really, I am embarrassed to tell you that I don’t do it with malice but I do it with great satisfaction that I want to be the guy that saves somebody from themselves or from somebody else and I use as much of my resources, not always financial by the way, as much of my resources and my influence to rescue that person from the situation. And when they don’t follow that or they question it, it isn’t about, “It’s my money and how dear you,” it’s, “I am here to help you and you are questioning my intentions.”

End of recording

FLETCHER: And so this is something I have often thought and it especially applies to real estate. There is nothing more frustrating than being rejected by someone that you know you can help because it doesn’t make any sense. Here you have a problem or should I say the person that you are trying to help has a problem, you worked hard to come up with a solution and he won’t accept it. It could be a trust thing, he doesn’t trust you, it could be an ego or an arrogance thing, he thinks he is smarter than you because maybe he just sees you as a real estate agent, nothing more yeah just like everybody else. Because of that negative label, because of that negative reputation. But whatever it is, and see that’s what Marcus is saying here. It’s, “I am here to help you and you are questioning my intentions.”

And so he did this article which I reference in the beginning of this episode with ink magazine. And he talks about this guy, he spends 4 or 5 days with me, the writer David with Ford and he said to me, “Do you feel like…” And he was being serious with me “Do you feel like or do you think of yourself as a modern-day superhero?” And Marcus he came back, “No, no but that would really be awesome if someone else did.” No I don’t but if that’s how people see me, then that’s a big responsibility.

And so the reason I bring this up is because it corresponds to a very core message that we did a test on 12 months ago, 24 months ago actually now which was, “Is this one word is the most powerful marketing message on earth?” This idea of being a protector, a villain killer. I think it is especially empowering negative reputation industries. And so I wrote the headline which asked the question and this was sort of lead into the hypothesis of the entire experiment, how might your business be different if a prospective client says, “Help me save me, over here.” If instead of seeing you as a salesman, as a quote unquote real estate agent, they saw you as a protector.

And so when I heard Lamona’s talk about this, this is like his core principle, he is being a villain killer. It is fascinating!




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