Isaac Rosenberg was born and raised in Brooklyn, New York, and always had a dream of working with tall buildings. After just two years and over 200 transactions in the NYC market, Isaac joined Compass, a technology-driven real estate company.
When he started in real estate he brought the love of fulfilling his customers needs with a "whatever it takes" attitude. Isaac’s natural problem-solving abilities and positive, exuberant personality make him the best person to have on your side to turn a complex transaction into a smooth experience.
Isaac currently resides in the West Village. When not working he enjoys experiencing the neighborhood’s numerous eateries, as well as staying active and fit by starting his day in the gym or the outdoors.
Whether you’re interested in exploring your real estate options or simply want to chat about market conditions, contact Isaac today.
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[Podcast Transcript Using Artificial Intelligence]
Umar Hameed 0:01
Are you ready to become awesomer? Hello everyone! My name is Umar Hameed, I'm your host on The No Limits Selling Podcast, where industry leaders share their tips, strategies and advice on how you can become better, stronger, faster. Just before we get started, I've got a question for you, do you have a negative voice inside your head? We all do, right? I'm gonna help you remove that voice and under 30 days guaranteed, not only remove it, but transform it. So instead of the voice that sabotages you, there's one that propels you to much higher levels of performance and success. There's a link in the show notes, click on it to find out more. All right! Let's get started.
Umar Hameed 0:41
Hey, everybody, welcome to another episode of the No Limit Selling podcast. Today we have Isaac Rosenberg. He's in the heart of the universe, New York City. Welcome to the program.
Isaac Rosenberg 0:51
Thanks for having me.
Umar Hameed 0:52
So it's interesting times in real estate in the city. Give us a snapshot what's going on? What's working well, and what's challenging right now?
Isaac Rosenberg 1:01
Well, everything seems to be challenging right now. It was a fun year from from the most part. But definitely a lot of things started shifting over the past few months, with obviously starting with the interest rates, starting with the stock market, the war. And it seems like it took some time for that to catch up. But I feel that it's pretty much caught up. tables have definitely turned. Buyers are hard to come by these days, right. But eight months ago, you would get 5-10, 15-20 offers per home, bidding wars, whether it was even for renting or for purchase. on the sales side that has really, really slowed down. On the rental side, it was still on tear until about I would say a month ago, the last month that really kind of has slowed a bit, it hasn't come to a screeching halt at all. But it's starting to kind of level out a little bit.
Umar Hameed 2:20
Actually, I've never heard of bidding wars for a rental.
Isaac Rosenberg 2:23
Oh, it's it became the new normal over the past two years. In New York, if you work weren't bidding on an apartment, that probably wasn't a very good one.
Umar Hameed 2:35
Right. So right now, you know, business still goes on this total transactions happening. And real estate agents need to be more confident and more focused. So what are some of the ways realtors can, you know stay in the zone? Because it's a matter of doing the right things consistently is how you achieve success. So why don't you give us like a list of five things that they should be focused on right now?
Isaac Rosenberg 2:59
I'll see if I can come up with five but you pretty much nailed. That's basically the way to stay in the zone is to stay in the zone and stay consistent, because that's the only way it works. I I heard a good metaphor recently nice. If you could brush your teeth once and you were done for the year, if you brush your teeth, once a year for 10 minutes, 20 minutes and be done for the year, that will be great. But obviously it doesn't work that way if you do it every day, a few times a day. And the same thing is with real estate or any sales, or any anything you want to achieve in life. I think it really is. Most real estate agents know the basic things and know what they do well, or what comes more natural to them. But to continue meeting people continuing to talk to people continuing the outreach, maybe even not maybe, definitely stepping it up. Because for the past two years, there was so much inbound.
Umar Hameed 2:59
People are lazy!
Isaac Rosenberg 4:07
People are definitely lazy. And when the market is good, you really don't need to work that hard to generate business. Now you really have to go out there and earn business you really have to.
Umar Hameed 4:20
Right. There's a disconnect between knowing what to do and actually doing it. And you know, I work with a lot of realtors. And sometimes, you know, that's the crux of the issue is like something within them stops them from doing the things they want to do. And so have you ever had one of those situations in your life where you were like not executing at the level you want and how did you A) figure that out and B) What method did you use to kind of break through that barrier?
Isaac Rosenberg 4:47
So my entire life I've not been executing at the level I would want. I always feel I should be doing more and I could be doing more and no matter what I achieve. I don't feel like it's enough, which is probably the greatest blessing and the biggest curse. But that's who I am. Having said that, I think every day I feel I should be executing at a higher level some some days, you have it and you some days, not for me, I think what's important is to understand certain days you have your A game certain days you don't. Every day, I try to move every single thing I have going on. one step ahead, obviously. Right?
Umar Hameed 5:43
That's the secret to success.
Isaac Rosenberg 5:45
And even when I don't feel like it's like get on the phone and try to move it one step forward, you don't have to finish the deal today, you don't have to make the deal happened. But one day of not not paying attention to something not trying to move it forward. Costs your week, costs your month, like everything just starts falling down. So I mean, Michael Jordan didn't score 40 points every every night, right? He had games where he scored scored 40 points. And he had a lot of games where he only scored 20-20-25. And he's the greatest player to ever play. Because he didn't have games where he scored 40 and games where he scored 0. So I feel like we all have 40 game 40 Point games. And we all have games where we really don't show up. But if you can show up just enough to do absolutely. The minimum..
Umar Hameed 6:43
To do like two points in a game.
Isaac Rosenberg 6:46
Yeah, you do.
Umar Hameed 6:47
So for me personally, like I like working out. So I'm not like a big muscle guy. But it just makes me happy. And one of the reasons I do that so consistently, is I'm afraid that if I don't do it for two days in a row, that I won't do it for the next two weeks. And then after two weeks, it might be another month before I get back into it, it'll take so much effort to get back to do it. So I just consistently do it every day. It's just part of the routine and just makes it easy. And I think for realtors that time of talking with potential customers and past customers should be that Touchstone every day is like "I prospect therefore I am".
Isaac Rosenberg 7:24
It's the more you're in the business, the more number one you're in the business and have what to talk about know what to talk about, have the confidence to talk about it. Take a week off and you're done.
Umar Hameed 7:38
Yeah, so my sister when she was in this field, it was like, she does display windows and layouts in stores. And I said, "That's not your job". And she goes, "What do you mean, that's not my job?". That's the candy. The job is getting clients, and you get the privilege of doing the creative work. And if you think the job is a creative work, then you're not doing the prospecting in that way is a great way to be a starving artist and fulfill a cliche.
Isaac Rosenberg 8:04
Yeah, it's a means to an end.
Umar Hameed 8:07
All right,so how long have you been in the industry?
Isaac Rosenberg 8:10
Umar Hameed 8:12
Isaac Rosenberg 8:13
Six, Six, no!
Umar Hameed 8:14
Six! But it feels like 16. I get that? Yeah. So what's the biggest lesson you've learned in this six years?
Isaac Rosenberg 8:21
One biggest lesson might be difficult, but something that I wish I not only knew, but really paid attention to every single day since I got into the business is that every person you meet, every hand you shake is a potential $50,000, $100,000 life long client. Obviously, depending on the market you're in.
Umar Hameed 8:46
Isaac Rosenberg 8:47
And it usually doesn't show up day long. It'll take it'll take 12, 6-12, 18-24, 36 or maybe even a lot more than that. But if you, the way I see it is real estate is a part for some people a part time job, there's no part time about it. It's a full time job. And if you do full time, and you're you know that 5,6,7 days a week, 9 to 5, nine to seven, nine to nine, whatever your hours are, that doesn't really obviously have to have set hours but that within those times you're a real estate agent, you're a real estate professional. And every day you look to add value to consumers. Whether it is helping them understand the rental market, the sales, market, selling, buying whatever it is, if you continue doing that every single day, it adds up. So for most people when they go to work at night in the 9 to 5 job, they get paid for every hour there there are a salary they don't think at the end end of the day, or at the end of the week, oh, I work for nothing. Because they got a salary. With, for real estate agents, it shouldn't be the same thing. Because if you put in all of that work, you're gonna get a salary, it's going to be way bigger than most salaries, or it should be. And it doesn't come in the form of a W-two. But it is a salary, it's the salary, you getting paid for doing all that work consistently every day. And it's you never know where it's going to come from. But if you keep doing the things, you know that you need to do it, it comes up.
Umar Hameed 10:39
Brilliant. So one of the things, you know, we've talked to a lot of giants in the industry. And one of the things they say the first thing about real estate is a job, you need to work hard. You can't be like, You know what, I'm gonna do this and see what happens, see what happens. It's like, Hey, treat it as a job and work hard. And that's how you build a successful career. And people that are really good at this still prospect every single day.
Isaac Rosenberg 11:03
So I agree with all of that, except though I for me, I would change. It's not a job, it's you're building a business, your career. Most people do their job just over broke, right, just enough not to be fired. We're all those sayings. If you do real estate, with that attitude, you won't do well. It's a business like for me. After a couple of years in the business, I was like, I don't want to only be able to make as many dollars as I have hours, because that's even even within real estate, you're still trading time for money, right? You can only show 10 homes a day or whatever it is. So the only way to change that is to create a business rather than have a job.
Umar Hameed 11:49
Brilliant. So how many transactions did you do last year?
Isaac Rosenberg 11:53
Last year being 2021?
Umar Hameed 11:58
Isaac Rosenberg 11:59
I don't remember. And that's something I should be able to answer. And I the numbers are very, very important. And I'm not a big numbers guy. But what I can tell you is 2022, I've done about 100 transactions.
Umar Hameed 12:16
Which is freaking amazing. Congratulations!
Isaac Rosenberg 12:18
Thank you. So I made a lot more money on about 5 of those transactions, then the 95. Other ones, the 95. Other ones is building my business and paying business, the five is paying for my investments and everything else. And they're both the they're both equally important. It's the chance to scale. And with five, five transactions, any amount of dollars, you're not scaling, there's no need, right? What with 100 transactions, the only way you can do that consistently is by scaling?
Umar Hameed 12:57
Absolutely. One thing you mentioned earlier was, you know, you know, you could be doing better. And so mindset is like such a critical piece. And there's so many thoughts around mindset. It's like, you know, affirmations, and I love affirmations for this one basic reason. But I said, you know, I'm credibly attractive to women, I'm incredibly, I can say it a lot, there's not gonna make it true. But one thing that is going to do is this is that after the third time I say it, especially if it's not true, then an inner voice comes up and says, Who are you kidding? And the trick to greatness is finding when that voice comes from what is connected to so one of the things I do with realtors is very much help them figure out where they're stuck and a recent client, it's like, you know, what's the issue and it was a similar issue. And the issue was, you know, I've kind of lost stuff, I know, it could be doing a lot better and not doing it. And the very first thing we found was one part of his mindset is like, I know, I could be great at this. And as he's telling me that strong voice strong gestures, and then he goes like this with the other hand. But you know, it's been like a really tough year and things haven't been going well and change of tone, gestures a week on this side. But who more I know it can do this. As soon as someone does that, you know, there's inner conflict, there's something holding them back. And one part they know what they want. The other part is you don't deserve you're not good enough or whatever. And that's what we resolved. And for him, it's like confidence is off the charts. He just told me a story today, because it's like one issue one month resolved, have a nice day, move on with your life. And he said, there's a client of mine and as I was going to another client before I turned the corner, you know, we didn't sell their house. And I just knew there was going to be a suicide on the house and they didn't come back to me to do it. Instead, I turned the corner and sure enough, there was sold sign there. And in the past that would have like, totally bummed me out for like a week. He says but it just didn't impact me. I just went to my open house. I sold that house on that open house. And just the mindset was like totally off the charts positive and I think That's kind of what I want to do for the world is really teach people how to take charge of this because mindset is the number one determining factor how well we do in life. So let me ask you, Isaac, tell me about where you felt the strongest like doing real estate, like one of those transactions where you just felt, baby, I could do anything. Tell me about that transaction?
Isaac Rosenberg 15:20
I mean, every single transaction I've ever done from $2,000 a month to $6 million purchases, when..
Umar Hameed 15:28
..So tell me one where you really kind of connected with the buyers and this was like really important to you? All of them are important was the one that that stands out?
Isaac Rosenberg 15:35
My biggest my biggest sale this year was a $6 million purchase where represented the buyer, and the buyers were moving from the West Coast. Husband flew in for three days showed him 40 homes and three days he flew out back Yep. Luba wife came and showed her, you know, the 10 Winners..
Umar Hameed 15:57
Isaac Rosenberg 15:58
..of the of the 40 plus one that we couldn't get get into the week before. She fell in love with that home. The first one, the one that that the husband didn't see the minute we walked into that home. And I always say the sales starts from the initial contact, every sale doesn't matter who you're selling, which side of the transaction you're on. But that wasn't the height of the market market wasn't saying Here you couldn't, like every single home, had five offers over ask etc. So we walked in the minute we walked in, we walked in with their daughter, the daughter stole the shirt and stole the shop. She's at two years old
Umar Hameed 16:40
Isaac Rosenberg 16:41
..cute dress. So the shop right agents on the listing agents fell in love with her. So that was the start. Then she went on telling her husband this is the whole husband had to fly back to the west coast to see it. But we had started offering somehow, and I still don't know what I did, right. But we outbid technically, except our bid wasn't hire another agent who was bidding on that home for a family member. And I just have to believe that because every step of that transaction up to them, I did everything that I believe is the right way to do it. I was transparent, I was friendly. I wasn't being like, you know, a lot of people in this business feel like they have to flex their egos. I was doing none of that. Letting my clients to..
Umar Hameed 17:04
..being yourself the authentic Isaac showed up to play.
Isaac Rosenberg 17:37
That! But also even pulling out a trip letting the two year old charm the agents and it works. Why? Because it just does be like little kids. They're cute. And we somehow got that home for 100 or 200 grand less than the other..
Umar Hameed 17:53
Isaac Rosenberg 17:54
..than the other agent who was offering for their family. I mean, like.
Umar Hameed 17:58
Alright, so Isaac in that transaction, where did you feel the happiest the most powerful? Was it when you got the deal was it when the customer found out?
Isaac Rosenberg 18:09
When I was on the phone. And by no means was like trying to convince my buyer to come up almost 200 grand on top of his original offer. But I was on the phone and I wanted him to come home because I knew by far that it was the best home. Like that's the home they wanted. And I was asking him to come up a lot. But also, we weren't going to go up as much as other people were we and he agreed to it. And I don't feel like I ever sold him on it. I think he was sold on it himself. I would never try to convince somebody to spend $6 million. I want them to convince themselves. But it felt absolutely incredible thing.
Umar Hameed 18:51
Do me a favor. Take a deep breath in for a moment. Let it out slowly. And I want you as best as you can go back to that moment when the guy said "Okay, let's move forward". And when it come up to where you want and you guys get that deal so go back to that moment when you found out you got that deal. And I want you to see whatever you saw it could have been your office wherever you happen to be for anyone. Yeah, and I want you to hear that conversation in your head when you do those two things when you found that you want and that's going on where in your body do you feel that really good feeling? Thank hallelujah Praise Lord. That's what real estate is all about.
Isaac Rosenberg 19:27
So I said that because I it's obviously not the full truth. I feel that in a lot of places but I don't know if I can identify a place right? Cool. So that that all happened and then I closed or they closed months afterwards and that's when you get the track. By the time you get the check the excitements not even there anymore.
Umar Hameed 19:49
Makes perfect sense. So is when you got the Go ahead. So cool. Thanks for sharing that story. Before we part company. I got three questions for you. Number one, what's a piece of advice I should give realtors in this market to be more confident, be more powerful?
Isaac Rosenberg 20:06
Know that you have good intentions and go all out on.
Umar Hameed 20:09
Yeah, the intent is so important. Number two?
Isaac Rosenberg 20:12
If you are looking out for their best interest, you can't go wrong.
Umar Hameed 20:16
Brilliant. Number two, what brings you joy in your work?
Isaac Rosenberg 20:20
Having my clients best interest.
Umar Hameed 20:23
Nice. one trick pony. I like that. It's..
Isaac Rosenberg 20:25
I mean, just because it goes back to them tension. If you know it's dying on your sword, you know that you're doing everything you can for their best interest. What else can you possibly do?
Umar Hameed 20:39
Yeah, I love that. What's one thing you wish you could do better like in you as a realtor? If you could wave a magic wand, what's the one thing you want to be able to do that would just ignite happiness success and let you reach the potential you want? What's the one change reach my potential? But what's stopping you? Do you think? Do you know what's stopping you? Or if you could figure that out? And you could break through that that would be like significant.
Isaac Rosenberg 21:03
So being more consistent, the question is what I can do to become more consistent?
Umar Hameed 21:10
Isaac Rosenberg 21:11
Umar Hameed 21:13
Yeah, absolutely. Superb. Isaac, thank you so much for being on the program. I really appreciate it. And I'm looking forward to our next conversation.
Isaac Rosenberg 21:20
Sounds good. Thank you so much.
Umar Hameed 21:27
If you enjoyed this episode, please go to iTunes and leave a five-star rating. And if you're looking for more tools, go to my website at nolimitsselling.com. I've got a free mind training course there, that's going to teach you some insights from the world of Neuro-Linguistic Programming and that is the fastest way to get better results.