The people who are changing the world today have something in common, and I wanted to put them all in one room for you! But first, we have a couple of changes coming to the biggest event of the year!

Funnel Hacking LIVE in September just shifted to a whole new model so you can literally experience the entire 4-day experience that has changed more lives than we could possibly count for Free! Join the experience that’s shifted thousands of businesses and defined the shifts happening in the marketing world! See how at https://www.funnelhackinglive.com today!

And to prepare, 2 of the speakers who are going to be there are announced on this podcast, and they’re both unified in building their business on ONE key principle: Community.

Pace Morby literally outsold every Tony Robbins & Dean Graziosi affiliate combined using a short live to his community that was less than 2-hours. His community is ragingly hot, and there’s a way to make it catch fire and in this episode, he shares more than I thought he would (it’s gold)!

And you’ll also hear from Richmond Dinh who’s grown a massive following and broken through glass ceilings the last few years by correctly implementing a simple ‘small community’ strategy to grow your business, especially if you’re just getting started! You may have heard in a previous episode, but if you missed it, we’ve got a refresher (that literally made me an extra 200k).

These are the people I’m learning from TODAY who are riding a wave that’s changing the game. As you listen, take note that this is barely a taste of what’s at Funnel Hacking LIVE in September, which you can watch from home and experience for free when you grab your spot at http://www.funnelhackinglive.com.

Your future community will thank you!​

Guys, you lead with your heart. You care about people. What happens is people talk about you. The best thing that you could ever do is just forget about the money and really figure out how can I serve my audience as much as possible.

Russell Brunson:
What's up everybody? This is Russell Brunson. Welcome back to the Marketing Secrets podcast. I hope you guys are doing well today. Today is going to be fun. I'm excited. I want to make sure you guys know what is happening right now inside of our community. As you guys know, we've been doing Funnel Hacking LIVE now nine years in a row. We've done nine Funnel Hacking LIVES. We have literally changed the planet through the events that happen every single year. Funnel Hacking LIVE 10 is happening in March in Las Vegas, but between Funnel Hacking LIVE and Funnel Hacking 10, there was this 18-month gap. I said, "What if we did a smaller Funnel Hacking LIVE, a virtual one, Funnel Hacking Live International and stream it to the entire world in-between these two events?"

So, that event is coming. It's very, very soon. What's cool about this is we just shifted the pricing structure on the tickets, which I'm really excited for. So, if you want to come to Funnel Hacking LIVE, this is the first time we've ever done this ever. First off, we haven't gone virtual before. Second off, I created the offer in a way where you can actually come to Funnel Hacking LIVE, experience the entire three days. Then when the event is over, then you can decide if you want to come or not come, right, or if you want to pay or not pay.

Okay, so imagine it's like going to a movie and then watching the whole movie. When it's over, you're like, "That movie is awesome. I'm going to pay for my ticket," or going in like, "That movie sucked. I'm not going to pay for it." You can literally do the exact same thing here at Funnel Hacking LIVE International where you can come. You can attend for three days. When it's over, let me know if it's worth it. If it is, cool. You're going to pay almost nothing, under $200 to get a ticket to Funnel Hacking LIVE. If you say, "I don't like this," let me know. Then we will just not charge you anything, which is totally cool as well.

You do have to put a credit card in. That's how we know that you are actually game to play this game with me, so you go. Again, to play, all you do is go to funnelhackinglive.com. Go sign up. Again, put your credit card in. We won't bill you anything. Then after the event, let us know if you like it. If you do, boom, we'll bill your card. If not, then we will cancel the billing, and you don't have to pay anything, okay? Imagine going to a restaurant if it was that way. You go to a restaurant. You look at the menu, you order the food. It comes out, you eat it. You're like, "that food wasn't very good," and then you don't have to pay.

That's what this is, okay? I want to prove to you that I'm going to change your life, so that's what we're doing at this year's Funnel Hacking LIVE. This is the model. I actually wrote about this type of funnel in the very first Dotcom Secrets book. It's not in the updated version because nobody else really grasped it or really started using it, so I didn't put it in version two of the Dotcom Secrets book, but it's called an Invisible Funnel. It's a really cool strategy, so we're using it to get you guys, to make sure you come to Funnel Hacking LIVE International.

So if you don't have your tickets yet, go to funnelhackinglive.com. Go put your credit card in. It won't bill you anything and come experience three days with us, and let me know afterwards if you loved it. I'm sure you will. If not, that's cool too. You don't have to pay. No harm, no foul. Okay?
Now with that said, I want to do a couple of Funnel Hacking LIVE preview shows here on the podcast. If you follow me on social, I've been interviewing a lot of the speakers about what they're going to talk about, but in the interviews, so much massive value has been coming from it. So many cool things that have just been really, really powerful. In this episode, I wanted to share some of these interviews with the speakers who are going to be speaking at this year's Funnel Hacking LIVE. I trimmed them out, so you just get the big core content piece from each of them. It's really, really powerful.

This first episode right now from the FHL previews is going to be talking about a theme of what business is going to look like in 2025 and beyond, which I'll give you a little bit of hint. It has a lot to do with focusing on your true fans and giving massive value. I got two of the speakers who are going to come on and share some really cool gems with you guys during this episode of the podcast. The first is Richmond Dinh, and he's doing this really cool thing called Tiny Challenges. That is one of the coolest concepts ever. He's going to be speaking at Funnel Hacking LIVE going deep into it, but I want to make sure you guys are there.

So, I'm going to give you guys a 15-minute preview from Richmond Dinh. Then number two is Pace Morby. Pace is someone who got started in this info business two or three years ago. They've already done over 100 million dollars in sales in just a year. It's crazy. He did it by building a huge community. During this interview, I asked him how he did it. He went pretty deep, more than I thought he was going to. I thought he was going to save some of the stuff for Funnel Hacking LIVE, but he went pretty deep into how he builds community and why and how it works. Again, FHO is going to go deep into the psychology of building his community the way he has.

To put this in perspective, when Dean Graziosi and Tony Robbins did their last big product launch and I was competing against all the other affiliates, we all launched it. The person who won that year's affiliate contest was Pace. What's crazy is Pace only promoted for one hour. This is crazy. He messaged his community. It was like a Sunday, I think. He said, "Hey guys. I'm going to church.

When I get back, I'm going to go live for an hour. You guys, I need some help. I need you to do me a favor." By saying that he got, I don't know, five or 6,000 people register for this webinar with five minutes notice. He went to the community. He was like, "Hey, my buddy Dean and Tony are launching this course, and I want you to buy it. It's I don't know, a couple thousand bucks, and I'm only going to let X amount of people buy it. Go."

So, he sent it out or told everybody just on this live webinar. From that he went and he blew past. He outsold me, and then he outsold everybody else and then he doubled me. Then when they hit a certain number, he said, "Stop buying." He turned it off and took away the offer, and everyone stopped buying. He sold more in a one-hour period of time with no email sent, just going live to this community, than all the other affiliates combined.

So is it important for you to understand what Pace is going to be teaching you guys? Heck yes. It's going to be insane. So, again, you guys are going to get a cool preview right now during the podcast, but make sure you come to Funnel Hacking LIVE so you can hear Pace go deep onto how he's done it. I've spent the last year studying him, interviewing him, geeking out with him, trying to model what he's doing. I'm actually working on a partnership with him and his team right now to bring a lot of things into the ClickFunnels Funnel Hacking community as well. It's really, really impressive. So, if you want to learn where I'm learning stuff from, it's from Pace and his team.

Anyway, with that said, you have a chance to dive into these two really cool interviews right now. The first, it's Richmond Dinh talking about Tiny Challenges and then Pace Morby about how he's built his community the way he has. So, that's it. I hope you guys enjoy this episode. If you do love it, at the end of it, make sure you go to get your tickets at funnelhackinglive.com. Again, you get to go put your credit card in. You don't pay anything until the event is over. That's our special offer to you guys here on the podcast to make sure you guys go and jump all in and be there for Funnel Hacking LIVE International. Thanks so much you guys. Appreciate you, and I hope you enjoy this episode.

In the last decade, I went from being a startup entrepreneur to selling over a billion dollars of my own products and services online. This show is going to show you how to start, grow, and scale a business online. My name is Russell Brunson, and welcome to the Marketing Secrets podcast.

The special guests that we have today, and a lot of you guys have guessed who this person is in the comments, which is really exciting. What's really cool about him is he's going to show. I did this podcast interview with him, and he was talking about it. He's like, "I have this new way to help beginners to have success, anyone who's ever." I'm curious. How many of you guys ever tried to do a challenge or a webinar, and you're so excited and you put it out there. Then you get one person who registers or you get five people to register or 10. You get 10 people registered. Then nobody shows up and you're just like, "This internet thing is a scam. This is never going to work for me."

When he messaged me, we started talking about this. I was like, "Oh my gosh." What he's talking about is something I think that anybody could do right out of the gates, and it's really simple and it's really powerful and it's amazing. So without any further ado, I'm going to introduce our very first announcement for our speaker at Funnel Hacking LIVE, someone who I've become really close friends with the last couple of years. Someone I've a ton of respect for and someone I'm so excited to have speak to you guys at this year's Funnel Hacking LIVE. His name is Richmond Dinh. Everyone, let's put our hands together for Richmond. What's up? How's it going, man?

Richmond Dinh:
Oh, Russell. What a great intro. Appreciate you. I'm so excited to be launching the whole speaker lineup for what I think is going to be the best FHL ever to date.

Russell Brunson:
Oh, it's going to be so much fun. By the way, your audience, your people here, they're all voting for you in the comments. They're like, "It's going to be Richmond. It's going to be Richmond." So congratulations, your people love you, and they're excited that you are here and going to be part of this year's Funnel Hacking LIVE, which is so exciting for me. So real quick, what time is it in the morning for you?

Richmond Dinh:
4:30 AM. 4:30, which is the time I think everyone should get up.

Russell Brunson:
Yeah, it makes way more sense to get up that time. So you're in Australia, right?

Richmond Dinh:
Yeah, yeah, yeah. In Australia, all the way down under.

Russell Brunson:
All the way down under is the opposite side of me. So before we get started talking about what you're going to talk about, I'm curious because tell me about the very first Funnel Hacking LIVE you ever came to because you're on the other side of the world. A lot of people are like, "I can't travel because it's too far." What's cool about this one, obviously it's virtual, but for you, what was the very first Funnel Hacking LIVE you ever came to?

Richmond Dinh:
Yeah, it was actually during Covid. I remember you ran one and you ran a hybrid one. It was a live event, but then you streamed it as well because we couldn't travel out of our country to go, so I had no choice but to go virtual. I actually wanted to go live. I had no choice. So, my thing was, ah, there's the time zone difference, but I thought like, "This is the world's best marketing event. If I can't even get myself up for those three or four nights?" Plus, I got three kids anyway, so if you can do it as a parent, you can do it for your own business. That was my first experience. I remember watching it, I was like, "Wow, this is amazing." It's funny. It's gone full circle a couple of years later when the world opened up, and now here we are. I remember watching that event thinking, "Wow, wouldn't it be cool to one day actually serve the room at that same event as well?" Here we are, Russell.

Russell Brunson:
And here you are. Now you got your shot and your opportunity, which I'm so excited for. I'm going to ask you specifically about what you're going to be talking about, but before we even get to that, I'm just curious how you got your start online. What was the first thing for you that got you from being on the sidelines looking in and watching what people are doing to actually start a business and started having some success? How long was that?

Richmond Dinh:
That was seven years ago. I used to be an optometrist, so I was relatively in a respectable job and in a profession from a society standard. However, like most people, they're in a job that they don't love. I think that's where entrepreneurship is born because you want to chase your dream. You want to chase your passion, and that was me. But 10 years an optometrist, letting that go, I knew my parents would think I was crazy, but at the same time, it's also crazy to do what you don't love continually again and again and again. The reason why I transitioned is because I was like most people. I didn't want to leave optometry after nine years. I'll wait 10 years, and then I'll leave. I don't want to change at 29. I'll wait till 30 or 39 or 40. Wait till Monday to start. That was me.

Russell Brunson:
Yeah, that's awesome. So you've been in it for the seven years which is really cool. This is what I'm excited for because you messaged me before LIVE or excuse me, before our last inner circle meeting. Richmond is in my inner circle. He flies to Boise two or three times a year it feels like to come hang out with us. Before one of the trips he messaged me and just said, "Hey, I have something really interesting I think would be useful for people." He messaged me, and we started talking about it. Then when he came to Boise, I was like, "I want to interview on this." We did a whole podcast interview, which I think is going to be airing either this week or maybe sometime next week, which would be cool. People can dig in a little deeper and see some of the concepts behind it, but it was doing something that at first didn't make any sense to me.

You're like, "I do these things, these challenges, but they're one-on-one challenges." Again, at first it didn't make any sense to me. After you explained, I was like, "This is the most brilliant thing in the world." I was like, "This is something that anybody could do right out of the gate." Anyone who's struggling, and is like, "I can't figure things out," this is where you should start. I wish I would have known. It hadn't even crossed my mind. I wish I would've thought of this 10 years or 20 years ago when I was first getting started because I think it's the easiest, the least stress, least fear-inducing way to get started. So, I'd love if you can talk about what in the world this is and a little bit about how it works.

Richmond Dinh:
Very cool. I think a backstory because running challenges, I love running challenges. We run almost 60 challenges now, but my first one I was so scared of how do we market it? How do we fill it up? What if no one shows up? What if one person shows up?

Russell Brunson:
That's even worse. Oh, yeah.

Richmond Dinh:
The worst. Yeah, exactly because like you said, if no one shows up, no one knows, and that's all good. But as you think about it more, I thought, "Well what if one person? Maybe that could be a really good thing," because then the idea came from what if I just did it as a one-on-one? Then it will take the stress away from marketing. It'll take the stress away from actually trying to fill up a room and even have the tech and all sorted. I thought, "Wow, I'm relatively a beginner when it comes to running challenges, and this became the perfect idea from fear." So, that was the thing that was born. I thought, "Wow, actually if I had to start all over from scratch, that's exactly what I'd do, a one-on-one challenge."

I started out doing pro bono coaching, which is basically one-on-one coaching, one call a week for six weeks and thought, "Well, wouldn't a one-on-one challenge be even better because you do one call a day for five days?" It's exactly the same, but you can press six weeks into five days, but it's wrapped as a challenge. People want it more. They get better results, and it's a great transition to get the upsell in a very short amount of time. It removes all the stress away from the marketing because most people when we start, we're not the world's best marketers, and we're just learning. We don't even have clarity on our offer or the price or confidence. We don't even know what we're doing half the time. We're just winging it, and it just became the perfect model. Now our students are just crushing it with this model, too. It just gives them this one step before we go to large scale group challenges.

Russell Brunson:
Yeah. It's such a cool way to start. Like I said, at first I was like, "This doesn't make any sense." As you explained it, I'm like, "Oh, my gosh. This could be really, really cool." Now, I can't remember exact numbers. On the podcast interview, you share some of the numbers because people go through, it's typically a five-day challenge, right? You have a whole framework what you teach and how you teach it, which I'm sure you can go deep on during the event, but at the end of the five days, then people make an offer for their next thing, right? Their higher ed or whatever the consulting might be. When you told me some of the percentages, the numbers of people are getting on that, doing a free one-on-one challenge, what percentage they close at. It blew my mind. You shared about. I don't remember the exact numbers, but I remember something. I was just like, "That's crazy."

Richmond Dinh:
Yeah, so the average, three out of 10. So, they do 10 one-on-one challenges. The one-on-one calls are not your traditional 90 minutes or two-hour calls like a normal challenge. They could be just half an hour, so it's only two and a half hours of your time. The average to upsell is three out of 10, three out of 10. Usually they have anywhere from a 2 to $3,000 program as an average. Some have a $5,000 program, so they could easily make their first $10,000 in the first month. Very easy in the first couple of weeks. That's as an average.

Russell Brunson:
That's crazy. Do you have a record holder who's highest conversion rate?

Richmond Dinh:
Yeah, we do. We do. Her name is Tracy. She's just killing it. She actually scaled all the way to $100,000 doing this.

Russell Brunson:
Doing one-on-one challenges. That's crazy.

Richmond Dinh:
Yeah, it's crazy. Which we recommend at some point you're going to max out. That's the downside because it's one-on-one, but she's gone all the way, and she's just crushing it. Her closes ended up being close to almost seven out of 10 selling a $5,000 program, which is insane.

Russell Brunson:
It's so cool. It's one of those things that I feel like when you're doing a one-on-one challenge, there's so much reciprocity at the end. There's like, "Man, you blew my mind. Of course, I'm going to buy the next thing you have." Anyway, it's really cool, man. I think it's just such a unique, interesting thing. Let me ask you a question. So if someone wanted to do this, and again, they got to come to the Funnel Hacking LIVE to learn the whole model and how it all works because you're going to go deep there, but how do they get their very first person? You know what I mean? Again, you don't have to drive traffic or run ads or anything. I'm assuming it's easier because you only got to get one. How does that typically work for someone when they're first launching it?

Richmond Dinh:
Very cool. Well, that's related to the special bonus, too.

Russell Brunson:
Oh, is it?

Richmond Dinh:
It was the last minute. Okay. I think this will be valuable for everyone attending FHL, but everyone, the vast majority of people have people in their sphere that are already wanting to work with them. I mean, if you were to open up a brand new restaurant, the first people you'd invite is your family and friends and your acquaintances. They're the first people that go through your restaurant. It's like that when you're starting out as an entrepreneur. So, it's just really a matter about letting everyone you know what you're doing, the problem you solve, who you're solving, and then putting that call to action out. Whether it's just through your phone because you know them or your social media following, that's the easiest way to get your first three, four, five one-on-one challenge registrations.

Russell Brunson:
It's so cool, so cool. All right. Now this is the other side of the story that I'm going to introduce this. Actually, yeah, I'll tell my part first. So we had the podcast interview. In the middle of the interview this light bulb went off my head. I was like, "Why don't I do a one-on-one challenge?" I know a lot of your clients, they do the one-on-one challenge where it's free or really low ticket, but I was like, "What if I did a high ticket one just to see, and I had no idea if it was going to work or not?" It was funny because I had the idea. Then I was like, "Ah, I don't know if I'm going to do it or not."

Then it was two weeks later, my brother who does my podcast stuff, he's like, "You're doing a podcast for this week's show. What are you going to do?" I'm like, "Ah." So, I grabbed my phone. I didn't have any idea for a podcast, so I was like, "Hey, I'm thinking about doing this thing." I just talked about it for 20 minutes. "It's going to be a challenge. It's one-on-one. It's $100,000. You do five one-on-one calls." I even said, "I'm hoping nobody says yes because I don't really want to do it, but if someone does, it'd be fun to just, whatever." I was like, "I'm willing to do it for two people and that's it and we'll see what happens."

So, I posted the podcast steps, and just forgot about it. I told people to text. I'd set up a Google Voice number on my phone and had people text it. I ended up getting 38 people who texted me saying they wanted me to do a challenge. It was within an hour of my podcast dropping, my phone is blowing up. I was like, "Oh, no. I don't know if I really want to do this." I started reaching out to the people. I ended up getting I think about eight people who were really qualified. Then I was like, "Okay." I'm like, "There's no way they're going to." Anyway, in my head I'm like, "Is this real? Is it not real?" So I sent it out, okay. "All right, send me $100,000."

From that, one guy, he's awesome. He actually messaged me back. As a joke, he was like, "Cool, do you want me to bring it into Boise in a briefcase?" I was like, "Actually, I'm going to be doing an event with Dan Kennedy next week in Dallas. What if you brought a briefcase with cash there?" He's like, "Done." He went and collected $100,000 in cash, flew to Dallas and then brought it to me on stage at the event, which was crazy.

Then one of the other guys signed up, too, so I got my two signups, and I closed it down. I have two one-on-one coaching clients that are basically challenging me right now. It's just so much fun. The calls are awesome, the people are awesome. I never thought I would do one-on-one coaching at all, let alone one-on-one challenge, but I'm doing two of them right now. It's super profitable.

I told them both, "At the end, I'm going to pitch you something really expensive. I hope you say no to it," but I might get 50% close. I don't even know. Who knows what's going to happen? So it's just following your model, but it's just at a high tier. So I think for anyone who's like if you're low tier, if you're a beginner, this is awesome. But again, someone like me, I was like, "I can use the same strategy for what I'm doing, and it worked in a really cool way." Now you had one other thing with your recent one where you explained, you even sold tickets. People could watch. Walk me through how that worked.

Richmond Dinh:
That came from your idea too, Russell, when we were having that back and forth during the podcast because you were asking me. "This is like a free one-on-one challenge?" "Yeah, it's free." Then you were like saying, "Well, could you do paid? That's kind of the angle." I'd never entertained the idea of doing a paid one-on-one challenge because I've done paid group challenges. Of course, it makes sense like free and paid.

As we were talking, you said, "What if you did a one-on-one, but then allowed say five people to buy a ticket to watch you coach that person one-on-one to grow their business. They don't get a chance to ask questions because you're not coaching them, but they actually get a seat to watch you do it. The benefit of that is they can extract the value and apply it to their business, but when you do the presentation of the offer, you're making the presentation to more than just one person." So, I did that model pretty much straight away. We had six people watching, and three people bought the next upsell.

Russell Brunson:
Really? Half of them bought?

Richmond Dinh:
Yeah.

Russell Brunson:
That's crazy. How much did they get to watch for?

Richmond Dinh:
500 bucks. So, I charged $5,000 for the one-on-one challenge and $500 for a seat. So, we had six seats. Then the upsell was $25,000, and three people bought. So, it became almost like an $80,000 challenge.

Russell Brunson:
That is insane. All right, that just changed the game again. All right, so this is just like Richmond is one speaker at Funnel Hacking LIVE who's going to show you guys the model behind this. What's cool is I've asked him if he'll share it because for me before I did my call, I was like, "Is there a structure?" He's like, "Yes, I have a framework, I have a structure." He sent all that, so I knew exactly what to do on the calls and how to do it and all that stuff. So don't go into just blind, like randomly doing a call. There's a structure behind it that I think you're going to be sharing at Funnel Hacking LIVE. So, will you talk about just what you're planning on presenting at Funnel Hacking LIVE so everyone knows exactly what they're in store for?

Richmond Dinh:
Yeah, because it's not like a group challenge. It's not like you rock up and you're speaking to a large audience. It's very intimate. It's very personal. I know some people are like, "Oh, yeah, I can try to do it." They go to a challenge. A lot of people like Funnel Hackers, they'll hack a funnel or they'll go to a challenge and see how the challenge is done and challenge hack, right, but you can't challenge hack a one-on-one challenge unless you're actually in it yourself.

Russell Brunson:
Because you're the one who did it, yeah.

Richmond Dinh:
Exactly. So you actually need a framework how to do it. It's very different because it's more personalized, more one-on-one. What you do on call one is different. What you do on call five is different. How you transition the offer is completely different, but it's just a really, really cool way to get started and get all the data and get the experience and confidence up.

Russell Brunson:
Yeah, it's so cool. So for all you guys, again, Funnel Hacking LIVE this year we're breaking down to zero to six figure, six to seven, seven beyond. So we're just going to be day number one talking about the strategy because it's something that if you've been sitting on the sidelines, you've been trying. Maybe you tried something and it failed, whatever. This is just a low barrier of entry to get in, have success. Like you said, the worst case scenario, three out of 10 are buying the upsell, right? So if you just do 10 one-on-one challenges. You run that for a month. If you get three to buy your $3,000 or $5,000 thing on the next step, that's an amazing income.

From that you learn how to speak better. You learn how to present better. You start getting your frameworks, your systems down right, and then eventually you start doing bigger ones, group ones, and it can grow from there, but from a beginning standpoint, "How do I get this started? How do I finally get paid for my advice and my ideas?" This is the easiest, lowest barrier, least stressful, most simple thing I think I've ever seen.

When you presented it to me, I was just like, "This is so brilliant. Everyone needs to be doing this." Especially those who've been here for a long time, and they just haven't got into the game because of whatever. Fear, anxiety. "It's not working. I can't afford ads." Insert any excuse. It smashes all of them. Just like, "Here, just go do the thing," right? Which is what's so powerful. So if you guys don't have your tickets yet for Funnel Hacking LIVE, you better come get them at funnelhackinglive.com. Now Richmond, I heard rumor is that you have a speaker bonus you wanted to offer, so people who get their tickets to Funnel Hacking LIVE. Is this true?

Richmond Dinh:
100% yes. It's a crazy bonus.

Russell Brunson:
What is the bonus you're going to give people if they get their tickets right now today to Funnel Hacking LIVE?

Richmond Dinh:
It's going to allow them to get their first 10, 15, 20 one-on-one Tiny Challenge registrations in the bag. So, it's a script. It's a DM script, and this is just to connect. It's not a cold messaging. It's not like outreach to someone you don't know, but it's a script to get someone from liking your stuff on your content and then within three minutes, under three minutes, they're registered for your one-on-one challenge. So there's four phases to it on how to warm them up, how to get them curious, how to get them interested, how to get them committed to lock in the dates. So, that script there will be your ticket to actually getting a real registration to your one-on-one challenge. Then in 30 days, celebrate with your first 20, 30, $40,000 online, which really does a massive thing to your own identity as a coach, as an entrepreneur.

Russell Brunson:
Yeah. It gets you started with capital enough to start buying ads. That's always a hard thing. "I want to buy ads, but I can't afford it." "Cool. Go do 10 challenges. Close three. One of those people, take that money into ads and do the next one." You start growing and scaling it over time, which is cool. Dude, that is a really cool bonus, and I'm excited to actually see that personally myself. So selfishly trying to figure how I can use this now for my new $100,000 challenge offer that you also helped me to figure out, which is awesome, man. So anyway, dude. Richmond, I appreciate you. I'm pumped that you're speaking and pumped that you're the first person we're announcing as our first speaker at Funnel Hacking LIVE this year. We're going to throw your picture on the homepage now, and then we'll start.

Over the next couple weeks, we'll keep introducing new speakers. After all the speakers have been introduced, we'll be raising the price of the tickets. So this is your shot, you guys. If you want to get at the lowest possible time, now is the time to do it. If you want Richmond's bonus, which was insane, you got to go and get your tickets right now at funnelhackinglive.com. Go lock in your tickets. Then me and Richmond will see you guys live in what, three months? Three months from now. I think it's 95 days. We'll be going live and sharing all of our best ideas with you guys. You can really take them and plug them into your business and help take you to next level.

So Richmond, appreciate you, man. Thanks for getting up so early to hang out with all the Funnel Hackers today. Super grateful for you and proud of you, man. I love what you're doing and excited to share you with our whole audience. So thanks for all you do, dude.

Richmond Dinh:
Appreciate you, Russell.

Russell Brunson:
What's up everybody? I am here in Arizona. Which part of Arizona are we at?

Pace Morby:
We're in Scottsdale, Arizona.

Russell Brunson:
We're in Scottsdale.

Pace Morby:
When you come to this resort, does it feel like Arizona?

Russell Brunson:
It does. It's 110 degrees. The pilot when we're landing was like, "It's 110 degrees outside." I was like, holy cow.

Pace Morby:
Yeah, like at nighttime it's 110 degrees.

Russell Brunson:
I don't know how you guys survive it, but I'm excited to be here. I flew in and out. We're less than 24 hours in and out, but I came because I'm speaking at my friend Pace Morby's event, but what's more exciting for me is the fact that in less than three months, Pace is going to be speaking at Funnel Hacking LIVE this year for our event. So I'm pumped, man.

Pace Morby:
I'm pumped. I'm super pumped. Everything that you have done has changed our lives, and it's allowed us to make a lot of money for a lot of other people. I was thinking about you this morning.

Somebody had this question they asked to John D. Rockefeller. They said, "How do you become a billionaire?" He said, "Well, you create a thousand millionaires." You've created way more than a thousand millionaires, way more than a thousand millionaires. You've done that for our company, so being able to speak on your stage is an honor, and I'm so grateful. When you texted me, I was like, "Oh, my gosh. I would love to talk about my experience. I'd love to talk about our business and everything that we've done." We did 100 million last year in revenue because of you.

Russell Brunson:
You're like year three in the business or four? Who many years?

Pace Morby:
Year three, yeah. We hit 100 million in revenue in our third year in the business. Not knowing anything but using your tools and using what you teach.

Russell Brunson:
It's crazy. So those who don't know you yet in our world, obviously the real estate world, everybody knows who you are, but my world a lot may not know you. Tell me a little bit of your backstory, how you shifted from being a contractor right into Pace Morby?

Pace Morby:
Yeah, I grew up in a family, a big family, 12 kids up in Utah. I was a contractor's son, so I learned how to be a contractor. When I went on a mission for my church, I came home. The first thing I did was, "I'm going to be a contractor." So all the way through my 20s. I built a really great company. I worked for Opendoor, Offerpad, Zillow. Zillow, when they were buying houses, I was their biggest contractor.

Russell Brunson:
Oh, wow.

Pace Morby:
So, that's what I was doing for a long time. Then somebody came along to me. They said, "Dude, you're trading your time for money, and that's not what you should be doing." It seems obvious when somebody says it to you, but you're like, I was caught in the moment. So this is about 11 years ago. I said, "Well, what should I do?" She says, "You should get into real estate." I go, "I am in real estate. Look at all these houses I'm doing. I'm flipping all these houses."

She's like, "No, no, no. You are not flipping houses. You are doing renovation for people who are flipping the house. You work for them, and you need to work for yourself and you need to get into real estate." She showed me how to get into real estate right there in the back of my truck bed. She literally pulls out my phone. She says, "We're going to send out mailers." This is just old-school marketing, which we don't use mailers anymore, but she said, "Here, we're going to buy $5,000 in mailers, and you're going to get your phone ringing." I'm like, "It can't be that easy. It cannot be that easy." She goes, "It's that easy, dude."

It's funny that back then I thought that was the easiest thing in the world, but now I would never do it because there's way easier ways to do stuff now, but I got my first deal in real estate two weeks later. I made 50 grand that month. For those of you guys thinking real estate as an agent, I'm not an agent. I'm not licensed. My niche and what I started focusing on was how to take over people's existing mortgages. So, I've become the creative finance guy where right now everybody's really struggling to go to the bank and buy a house. I have half a billion dollars in real estate in my portfolio, and I've never used a bank and I've never used credit, and I've never had to use any of my own money. So, that's my claim to fame and what I've taught 50,000 people in the country.

Russell Brunson:
That's what SubTo means, right?

Pace Morby:
SubTo. Yeah, like our logo.

Russell Brunson:
It's funny because I'm not a real estate guy. So literally as I was coming, I was Googling what is SubTo? I'm trying to remember, so I'd seem intelligent today when I talked to your audience, but yeah, I don't know.

Pace Morby:
SubTo means I'm taking over the existing mortgage. So let's say a seller has a house and they're in foreclosure. They're going through a divorce or they're going through some sort of situation. They have a good rate on their house, so why should they sell the house and get rid of the rate? There's a lot of people right now that don't have equity, too. So we'll go to them and go, "Hey, don't sell the house. Let me take over the payments, and I'll give you $5,000 to walk away." So, we're basically buying like 2%, 3%, 4% rates while everybody else has to go to the bank.

Russell Brunson:
Oh, wow.

Pace Morby:
SubTo means I'm buying your house subject to the existing mortgage, so SubTo. The reason we have this as the logo is because of course you think it means sub to, but really what it means is bunnies. It's so weird, like bunny ears. A lot of people don't realize that. Our community knows. The first deal I ever did was a lady. Her name is Janie Munson. I went to the appointment, had no idea what I was doing. I came off one of those mailers off my first campaign. Janie calls me. I go, "I don't know what to do." My seller, Janie, is coaching me along on how to buy her house. That's how stupid I was.

Very long story short, I went to her house. I needed to buy the house at 150 grand, but she already had an offer at 165, so there's no way I'm buying that house. As I'm leaving, I'm like, "Is there anything you need help with?" She's like, "No. You said you don't want to buy my house." I said, "It's not that I don't want to buy your house. I can't buy your house, but can I help you? I have a construction company. I have guys. We can load your truck. We can do whatever you need. I'll box stuff up for you. I'll clean your house. I'll even clean up your landscape and get it ready to sell if you need." She's like, "You would do that?" I go, "Yeah, I would do that." She says, "What are you a fricking Eagle Scout?" I go, "Yes, I am an Eagle Scout. Yes, I am an Eagle Scout. My parents wouldn't let me get my driver's license without my Eagle Scout."

Russell Brunson:
Mine too.

Pace Morby:
Yeah, so like two good old Mormon boys, I couldn't drive without my Eagle Scout. My mom would always tell me. She'd say, "Pace, when you grow up, somebody is going to ask you. Are you an Eagle Scout? You're going to be able to proudly say, "Yes." I'm like, "Mom, that's never going to happen."

Russell Brunson:
Then it happened.

Pace Morby:
Then it happened. So anyway, she goes, "Okay, if you really want to help me, I have this problem. I have this really big problem." At this point I'm already convinced I'm not buying her house. She knows I'm not buying her house, but she takes me to her backyard, and she shows me these bunnies. They're literally Flemish bunnies. They're this size. They're big. They're like the size of a mini donkey, literally Flemish bunnies. You guys can look them up. She goes, "I don't know what to do with these, and I can't sell the house until I get rid of these bunnies, but they're like a family pet. I don't want somebody just killing them."

So, I call my mom. My mom drives up there, brings a truck, takes the bunnies, rehomes them to somebody in the church. Janie is like, "I can't believe you just did this and you still don't want to buy my house." I'm like, "Janie, I can't. I can't get that low." Anyway, two weeks later, Janie calls me up. She goes, "Hey, I've met with 15 people before you and 15 people after you, and you were the only person that actually asked me if you could help. You didn't even give me an offer on the house, and you did things without asking for anything in return. I want you to come and buy my house."
I said, "I can't pay you 165. I have to be at 150." She goes, "No problem. Bring the contract." That was how I got my first deal. When I tell people that story, they're like, "Oh, it's because you found her bunnies. You found her bunnies, her problem. You found her actual problem of what was going on, and nobody ever asked her." So the logo is bunny ears.

Russell Brunson:
That's crazy. I had no idea.

Pace Morby:
Yeah, nobody outside of our community knows it. They just think it's SubTo. I just let them have that because the story takes seven minutes to tell.

Russell Brunson:
You're welcome. Now you have the story.

Pace Morby:
But I made 25 grand on that first transaction, and it took me three hours worth of work. It was all just helping somebody else in a situation. So, what we do in our business is we are not real estate agents. We are real estate investors, and we just look for people that have pain, that can't solve that pain without us.

Russell Brunson:
Now Funnel Hacking LIVE, obviously you're not coming to speak about real estate because that's not my world or my audience, but in the last three, four years, you've transitioned to be a coach inside of real estate. You've built one of the most amazing communities probably on the planet. I'd love to talk about that transition, how you got into that part of it. That part is pretty fascinating.

Pace Morby:
Yeah, this is an interesting story, just a two-minute story, but you start doing a lot of transactions. If you're a helpful person, you talk about it on social media. I would talk about like, "Hey, I just did this deal. I helped this seller out of a foreclosure. Hey, here's this lady. I just stopped her foreclosure and saved their family." People start asking you questions and start following you and going, "Wow, this guy is doing something." I would get so many questions that I'd go, "You know what? Hey guys, if you want me to just help you meet me at Circle K. Literally meet me at Circle K, the gas station, Saturday morning, and I have three open spots in my Prius. I would take people around for 12 hours, I'd take them on appointments, meet my attorney, go on my construction projects. I would just show them the business raw and real. It got so big that one morning at Circle K, like 60 people showed up. I'm like, "I can't."

Russell Brunson:
You're freaking out. There's a gang out in the parking lot.

Pace Morby:
Circle K freaked out. They're like, "Who are you guys? What are you doing?" I'm like, "Oh, it's just a real estate meetup." He's like, "Bro, this is Circle K. It's 6:00 in the morning. There's better places to do this." So, I started doing a meetup at my office every Friday, and it got big and big and big and big. I knew it was a big deal when one day somebody was waiting in line. I didn't have a YouTube channel. I didn't have any real big audience outside of my local state. Everybody in Arizona knew who I was just because I was helping so many people, and I was anti-guru. I was like, "I'm not going to do that. I'm a blue collar guy. We figure it out, blah, blah, blah, blah, blah." Right?
So, one day, this guy waits in line to take a picture with me. That was really foreign to me, too.

People wanting to take a picture with me. I'm like, "That's weird." Now it's normal, right? You'll walk through the hallway today, and everybody will be like, "That's Russell Brunson. Oh, my gosh." Even me when I see you all the time. I was hanging out with you and Tony and Dean last summer. I'm like, "That's Russell Brunson."

So, this guy waits in line for two hours to take a photo with me, and I'm like, "Hey man. Where are you from?" He's like, "Oh, I'm from Portugal." I'm like, "That's freaking cool. Where do you live in the United States?" He's like, "No, no, no. I flew from Portugal to meet you today." I'm like, "This is an Arizona meetup. What are you talking? I don't understand the language you're speaking." He's like, "I have been watching what you've been doing the last four or five months, and I need you to change my life."

I'm like, "Wow, people are talking about this. This is getting worldwide." So I decided at that point, it was getting so big that I'm like, "I have to have a place to answer people's questions. I created a free Facebook group. I created a free Facebook group, and I would sit in my garage. My wife was pregnant at the time, so I didn't want her to hear me working. I would crank away at 3:00 to 6:00 in the morning and just answer everybody's questions on the Facebook group, and I would make a video to every answer. I did that for probably a year. It just got so big that there was just a big demand.

People were like, "Please come out with a coaching product." I'm like, "I will never do that." Then Josiah, my partner who you went to dinner with last night, Josiah says, "No, Pace. You need to create something." We created a product called SubTo or a community. I said, "I never want to have a mentorship, and I never want to have a product. I want to have a community." I was the pioneer of community, and everybody now calls their stuff a community. It is just basically, and I'm glad they have, they've stolen or emulated what we've created. We did 400 sales our first week at $10,000. I think we did four million dollars in a week, something like that.

Russell Brunson:
Out of the gate.

Pace Morby:
Right out of the gate. No ad spend, no cold traffic, nothing. I didn't even know what cold traffic was. It was just pent-up demand from just helping people so much. And so we've taken that spirit and just compounded and compounded. Now we have a combined total of about 25,000 people and the strongest community in real estate, I would argue one of the only communities in real estate. Our people did 10 billion in transactions last year doing non-agent real estate, like buying and holding rentals and apartment complexes and buying businesses with creative finance and buying airplanes and planes, trains, automobiles. Everything you can imagine, we're buying with creative finance.

Russell Brunson:
What's cool, the first time I met Pace, like you said, was at Dean and Tony's thing. We had met with Tony a big thing, and then that night or maybe it was the next day. Everyone was out doing something, and you weren't there. I was like, "Where's Pace at?" I found out later that you had basically messaged your community like, "Hey, we're in Florida. We're going to meet up." There was 6 or 700 people showed up just spur of the moment to hang out with you. You did that all night hanging out with your audience. Then I found out later, you do that every week, every month. You're all over the place.

Pace Morby:
That year, the year I met you, I did 110 of those.

Russell Brunson:
All around the country, right?

Pace Morby:
Over two a week, yeah, all over the country, over 100 cities. Some cities a couple of times depending on, but yeah. It was funny because Dean and I have been good friends for probably four years. Dean goes, "Hey, we have a day off, and I'm just going to let you know. During this mastermind, we're going to do two days and two days, and there's a day off in-between and everybody is going to go out and have fun. I just want to let you know that you're probably not going to get invited from me because I already know you're going to say no. I go, "What do you mean?" He goes, "Because I know you're probably going to do a meetup." I go, "Oh, yeah. It's already planned. We're already doing the thing." People think of a meetup as like I'm going to some nice hotel ballroom. I'm literally just going to a parking lot and ordering a taco truck.

Russell Brunson:
Just show up, yeah.

Pace Morby:
I just hang out until 1:00 in the morning. We just eat tacos and get to know each other. Eric right here, my videographer and my good friend, Eric has traveled with me. Last year, I think I met 9,000 of my people in person. So, that was always a big goal of mine. I'm like, "If you pay me, I want to make sure you've met me in person." The community now does their own meetups. We have 150 meetups a week without me being there, all over the country. I just pick and choose which ones I'm going to go to depending on where I'm at.

Russell Brunson:
I saw your website. It's like where's Pace at or Pace?

Pace Morby:
Yeah. Whereispace.com.

Russell Brunson:
Yeah, it's like where in the world? Where is Pace at?

Pace Morby:
I was traveling so much.

Russell Brunson:
I saw. Funnel hacking LIVE in September, I was like, "There you are."

Pace Morby:
Yeah. You have one of the coolest events. Your event is one of the coolest events of all time, and I'm really grateful because it's going to be in Vegas at least where we're speaking, and I know it's virtual and everything else too, but I'll do a big meetup the night before or the night after there for my Vegas community.

Russell Brunson:
Yeah, so cool.

Pace Morby:
I love it. I mean, there's nothing like being able to create traffic, send them through something, people pay you. It's magical, but then what's magical is the, I call it the helper's heroine that I get. I know you get it, too. I've never done drugs, but I can imagine what it feels like when you have somebody who goes, "I went from not making money to making a ton of money because of what you taught me." They went through a funnel that was optimized really, really well. Then you get to watch their life transform because of what you're delivering to them. It's so fun for me to see people in person. It's the best.

Russell Brunson:
Yeah. I'm pumped. I think it's really cool because the fact that you started this way for those who just jumped on right now, but he started this three and a half, four years ago. Did 100 million dollars last year, which is insane. It's based on this community you built. I think in our world, no one is building good communities. I am excited to have you come and talk about that so people understand. Here's how you actually service, actually show up. Here's how you take your service to a different level. Then by that, the ripple effect, the number of people I know in this world doing over 100 million dollars info products, you can count them on two hands. The fact you did it that fast based on this community stuff is insane. It's like your secret sauce.

Pace Morby:
What's interesting is a lot of people come to me and go, "What's the tactical, every little scientific way that it worked?" I'm like, "Guys, you lead with your heart. You care about people. What happens is people talk about you. The best thing that you could ever do is just forget about the money and really figure out how can I serve my audience as much as possible."

What's also great is that some of the stuff I'll talk about at Funnel Hacking LIVE is I will tell you all my secret sauce of how do I make. The 100 million dollars is cool in terms of generating revenue, but I will tell you where I really make significant money. You're like, "How do you make more money than that?" I make way more money on the backend, and I am going to talk about that. Why should you build a community is not just because it feels good and you love people, but there's other ways to make money after people come through the funnel that I'm going to talk about as well and why community is the future of everything.

Because you look at AI, you look at everything that's changing, human beings are going to gravitate to people that actually build community. Remember what it was like when Covid hit, and after Covid went away, everybody wanted to get back out and get back into the world. People need community. We were built for community. So, I'll tell you guys what community is, how to build it, and then more importantly, at the end, I'll talk about how I make way more money with my community than I do on the front end. Way more. Way, way, way more.

Russell Brunson:
Yeah. It's so exciting, man. Well, I don't want to ruin the surprise for everybody, but yeah, I'm pumped. Funnel Hacking LIVE this year is international. We're streaming this to like, I don't know, a dozen different countries. Have you ever been translated to dozen countries at once?

Pace Morby:
I have not. This will be a first for me.

Russell Brunson:
First time I did, I was speaking at Tony Bennett in Rotterdam or something and they had a whole row of translators in the back. I talk really fast. The monitor kept popping up like, "Please slow down. The translators can't keep up." I feel bad for the translators, but yeah, it's going to be amazing, man. I appreciate you being part of it. For those guys who don't have your tickets yet, you got to go to funnelhackinglive.com. Get your tickets to come hang out with me and Pace in ... I don't know how many days. It's like 70 something days away, which is-

Pace Morby:
I'm super excited. I turned down 80% of my speaking gigs this year. Last year I spoke 110 times. This year I'll probably speak 20. When I got the text, I was like, "I will move heaven and earth to make sure I speak there." Guys, I'm so excited. Get a ticket. Come hang out with us. I can't wait to share all the secrets.

Russell Brunson:
Awesome. Thanks man. I appreciate it. Funnelhackinglive.com. That's where you get tickets, guys. Appreciate you all, and we'll see you in a couple months at the big event.

Pace Morby:
Cool.

Russell Brunson:
Thanks man.

All right everyone, I hope you enjoyed the episode with Richmond and with Pace. If you are on fire now and you know you want to get your tickets to Funnel Hacking LIVE, all you got to do is go to funnelhackinglive.com. Go and get your tickets. Don't forget, we have a special offer right now where basically you go put your credit card in. I'm not going to bill you anything. You have a chance to go through the entire three and a half day event. When the event is over, if it's worth it, then you pay it. If it's not worth it, you pay nothing. This is insane.

We've never done this at Funnel Hacking LIVE in the past. We wanted to do something special because I want to make sure you guys have a chance to experience International this year. I promise you it's going to change your life. So, go get your tickets at funnelhackinglive.com. Again, it will literally cost you zero dollars. Go through the event. Experience it and afterwards, let me know if it's worth it. If it is, let me know. You'll pay for the ticket. If not, that's cool. No harm, no foul. Thanks, guys. Hope you enjoy it, and go get your tickets at funnelhackinglive.com.