Alvaro Nunez - Founder & CEO of Super Luxury Group | How to Disrupt an Industry

Welcome to success story, the most useful podcast in the world. I'm your host, Scott D. Clary. The success story podcast is part of the blue wire podcast network as well as the HubSpot podcast network. HubSpot podcast network has other great podcasts like marketing made simple hosted by Dr. JJ Peterson. Now marketing made simple brings you practical tips to make your marketing easy and more importantly make it work. If you like any of these topics, you definitely want to go check out the show, how to write and deliver a captivating speech, how to market yourself into a new job, how design can help and also hurt your revenue, creating a social media ad strategy that actually works. If these topics resonate with you, go check out marketing made simple wherever you get your podcast. Today my guest is Alvaro Nunes. Alvaro is the founder and CEO of Super Luxury Group. They are an acclaimed luxury real estate media network fueled by his passion for real estate. He has been working to enhance people's lives through homes, real estate and luxury experiences. He aspires to revolutionize the luxury lifestyle industry by celebrating and selling multi-million dollar homes everywhere from Miami to other jet set locations abroad. He uses innovative and disruptive marketing techniques technology integrations and influencer collaborations to get this done. Alvaro has sold some of the largest most luxurious pieces of real estate on the planet and has worked with some of the most well known celebrities and influencers to create the perfect intersection of luxury lifestyle and influence in his business. Alvaro's innovative take on real estate, how he markets, how he sells his property, we go into all of that. We speak about disruptive techniques, technologies, how he works with some of the largest influencers in the world. We spoke about how he adopts a third door strategy to ensure his business success. We spoke about different types of entrepreneurship and we spoke about why Alvaro created a business that led to his perfect lifestyle. We spoke about community building. We spoke about some blockchain NFT crypto because he's leveraging some of that for some of the projects he's working on. And then of course, like all interviews, we take all the stuff that Alvaro's learned and then we show you, Alvaro shows you how to apply it to all these different legacy industries that you could be building business and so that hopefully you can innovate and disrupt through some of the techniques that Alvaro has figured out. Let's jump right into it. This is Alvaro Nunes, he has the CEO of Super Luxury Group. You know, we all have dreams as a kid. And for me, it was to become a professional tennis player. So really, yes, that was my whole career. That's my first job ever was coaching kids tennis. That's how we need to play. So I was like, that was my first sport. Really? Well, we'll see. You're a tall guy like me. So you want to be a professional tennis player? Professional tennis players. Obviously, I come from a family of athletes. Everybody is like really into sports and I got a huge support team that was backing up everything that I wanted to accomplish in tennis. So for me, it was school and tennis. That's it. So as we were getting closer towards, you know, teenager years, I had to decide whether I want to proceed with that or go more towards education. And we just faced a really big crisis, not just globally, but also in Spain. It was really bad. And on top of that, my father had a heart attack. So we all decided to lost everything. And I had no longer that financial support to continue, you know, traveling the world and playing tournaments. So I had to choose to either, you know, find an alternative route or go directly to just focus on studying. And that transition at 16 is a big decision to make. So for me, I found that solution on going to the States. Because in Spain, you didn't have the ability to do sports and study in the university at the same time. You wouldn't get scholarships. Yeah, they like they do in the States, which is like full-ride scholarship. Which is beautiful, you know, because it allows you to continue in playing at a really high level plus getting your completely tuition covered. And hey, it's a new experience, right? So that's when the word the American Dream came into my mind. And that's what I wanted to really focus on, that American Dream to really go into the States, build myself up and do everything I could to really provide back to my family. So I went with one clear vision of what I wanted to accomplish. And the US is what opened me the doors. How was that? He the man who I am today. How was that like moving over and starting fresh in the US? Like how do you how do you do that? Because you don't even have career options at this point. No, no, no. So obviously, you know, your whole life has been studied tennis, studied tennis. And when you think in terms of becoming professional in tennis, and all the sudden, all these things get shaken up. Because again, I come from a family that we basically had it all. Like we didn't have any financial struggles. And I've always had anything I needed. And to all the sudden, lose everything. And not just that, but to see your dad, you know, in such a terrible health condition and your family suffering, not just financially, but emotionally. It makes you want to restructure your life in a way that whatever decisions you are taking forward, they need to be very clear. So at 16, you obviously don't have the capacity or the experience to even know what you need to do. So I took that leap of faith to go to the states and coming here is definitely stepping out of your comfort zone. You know, you're coming into a country that you don't know anything about. You don't speak the language. You're basically out of home. And any new thing that you enter is a new step in stone that will take you farther in life. And in this case, you know, that entrepreneurship mindset is something that really drilled down towards my soul because this is where you could build whatever dreams you have. And that's how it all started. But so even like the first iteration of your career, which like when I look through your resume and what you've built at its core, it was real estate. At its core, it was real estate, which is probably one of the most oversaturated fields in the world. Like I think everybody and their mother is like a real estate agent. Everybody. Right. So like it's not easy. So how did you start? So you come to the US. Did you, did you try other things first? It didn't work out? No, of course. And look, I've always believed that you need to become really good at one thing at the beginning, focusing one thing, become the best at it so that you can add value, whatever capacity is in that space. Because if you try to do everything, you might not be able to grow efficiently in any particular space. So for me, it was marketing. You know, I graduated in business, a marketing, but then I did my masters. I did an MBA and focusing on marketing and everything that I was doing throughout my education was always applied to real life projects, you know, studying little businesses and everything with the angle of marketing. So always helping little businesses to stand out. And I saw the importance of digital marketing, not only traditionally, but digitally with social media, Google AdWords. And I've always had a passion for marketing. I think that branding and both you and I can agree on it is one of the most important things, both at a personal and a corporate level in branding is everything. So when you understand how to operate at high levels in marketing and how it can change the complete game, then you want to get really deep on it. And in this case, everybody can do real estate. Yes, of course, but if nobody knows about you, then who cares? A lot's everything. Yeah. And if you do a little bit of research on the statistics, 95% of the people that jump into real estate, they have zero global marketing. So for me, I didn't start traditionally as everybody else with real estate. You know, you get your license, you place your license in a brokerage, you start learning. No, I didn't fall into that. I built my own business from scratch and I never worked for anybody. But the idea was how do I tap into a luxury market without having that much experience? Well, you need to understand luxury first. You need to understand the lifestyle first. You need to brand yourself of somebody that understands it. So for me, I started by doing luxury villa rentals. I was organizing all the high-end experiences in Jetset locations. So just to back it up a little bit more, I had the opportunity to go into the Dominican Republic after I worked my first job here in the States and no longer was able to stay because of my visa. I had to then transition and was either going to Spain and get back to a regular, you know, less entrepreneurship. Find a job basically or try to, you know, proceed that entrepreneurship. You went to Dominican. I went to Dominican because that's where initially my parents after all these crises and all this thing that happened moved into, you know, my father is an architect and developer. My mother was doing real estate and one of the houses that they sold is the guy that bought is like, look, I'm not going to be here more than maybe two weeks a year. So could you guys rent that short term? And this is when Airbnb was starting, and this is when, you know, everybody was like, okay, what is this platform to rent homes? Like, what is it? So it's not a hotel. I don't, I don't, exactly. Like, you know, especially in the Caribbean, you don't trust this size that much. So they asked me, it's like, look, you are the marketing guy. How would you promote this home to rent that short term? I was like, you know, what? Good thing. Let me go check it out. So I went to check that out and it was really interesting because have you been to Dominican Republic? Yeah, yeah, yeah. You know, it's a really interesting country. You know, it's beautiful. It's paradise. It's in the Caribbean. There's amazing beautiful homes, waterfront, and there are most of them empty, at least back in the day. I know that I know that a lot of, I know that a lot of Canadians go down their own property there, but it's all gated. And like, there's a misconception that, I mean, a lot of it is not safe, but I mean, the gated community, luxury, it's all gated. The luxury communities are the best Casale Camp, Bucca, Pucca, Pucca. Yeah, yeah. It's a certain club. It's beautiful. Now, I'll tell you this, when I got there, I went to see the property and I saw the ones around and we're all empty. And I'm like, what's going on in here? So I started door knocking, sweating like a crazy guy, and I started talking to the lady that was at the house, you know, just taking care of it or the gardener. So when I was asking, is the owner here? Oh, no, he's in Canada or Russia or, you know, overseas. Yeah. It's like, oh, when do they come here? Oh, maybe like a couple of times a year, it's like, wow, could I speak with them? I have some people interested on potentially renting this place. So I started to talk to them. I started to tell them like, look, I believe that we can, you know, generate some income for your property while at the same time, I could manage it and make sure that it remains, you know, in good status, because otherwise the property is start getting damaged. If you don't really take good care of it. It's also a waste of, it's a waste of opportunity to make money through marketing. You make a good presentation. You show them how you could do it. And they trust you. You put them on the OTAs, which is all these different platforms like Airbnb, Expedia, Home Away, plus on your social media, plus on your website. And slowly, you start seeing more people coming in, coming in, coming in. And not only you start renting the place out, but you also start providing an experience, whether they need, you know, an activity or a private chef or transportation. And the whole goal was to keep yourself elevating to a more higher degree of quality, whether that's through the properties, through the type of experience that you offer. And the clientele that you're building is something that you're carrying with you for whatever else they might need. And that relationship business, you know, you're at the end of the day providing value through the services that you can offer, which is the properties, the experience, but you're building that relationship. And you know, one of the things that really turned out to become really interesting is that once you build that infrastructure and it's working well, you start seeing on how do I tap into a higher community? How do I tap into building my community? How do I bring more people on board? And you start seeing all these big companies like luxury retreats, which are acquired by Airbnb, or you look at Inspirato or LVH, all these big companies that operate internationally. And with the most high end clientele, they need some local partners. They need the people that offer these super high end properties and can provide the whole service. So I started reaching out to these companies and said, look, I don't see in your portfolio that you have any properties in the Dominican Republic. This is what we could offer and I would love to work for you. So any client you bring, it will be representing your brand. And they will super open to do that. So we started to work with you know, a certain degree of clients that, you know, the A-listers that otherwise I would not have access to. So once you start building relationship with these people and understanding the game, you're like, wow, I want to become that big guy. So that's when you take that leap of faith and decided to expand a bit further, you know, and no longer remain local, but how you can build your own local partners in other different destinations. So the whole idea was to expand throughout the Caribbean, the brand not make it only locally, but also make it a bit more international and slowly while expanding in the Caribbean, started to do it in Europe and it came that Jet Setter locator guy that could provide you with the most high-end properties. You franchise yourself out at this point. You franchise yourself out. I was not franchising, but I was utilizing the same business model that these big companies were doing. So basically you create, not ambassador ships, but you create local partners. And with other real estate agents. That's what another company that's all about experience. And then also the X factor is the fact that you can always guarantee because you are a marketer that these homes are going to be filled. And you know, like what matters at the end of the day is to keep things consistently. So instead of building a business, you're building basically a brand, a brand that when people book through this brand, they understand that they're getting the same quality of service, they're getting the same results, no matter if they book in Micrones or they book in Dominican Republic. And the reason for that is because what we did is we ensure that whatever property was in our portfolio, they will go through a different type of checks. You know, it's like okay, the same type of service, the same type of quality when it comes to the mattresses, the lighting, like the minimum details. And again, these local partners are people that have specialized on becoming the best of what they do in that particular region. And also the experience piece is important too. They know the best people to go to for this. So much, so much. And it's a faster way to expand your business. Otherwise, it will take many, many years. But if you know how to plug in with the right people that have already built that for years, you just need to provide a brand because what do these guys care about to have access to our clientele to expand, you know, their bookings. So for us, we became like the middleman. And it worked pretty well. Now one of the things that was really interesting is that all these clients, what they do at the end of the day is they want to have a great time, but they want to make sure that everything goes smoothly. So at the time, I was 24 years old. So they will, they see the energy, they see their hustling in me. So they're like, come with us. So all this time, I'm organizing a private jet and an amazing villa and they're taking me with them. So no longer, you're just working, but you're also experiencing this luxury lifestyle living. And it was fascinating, you know, for somebody that was coming at that moment from nothing to all the sudden, be living this life and making money with it was fascinating. And you really get to know the insights of what these people really want, what they care about and how they operate. And it really gets you to a different degree of understanding, right? Because a lot of people try to sell luxury, but they don't understand it. So I was actually living it through this type of services that I was providing. And slowly you start seeing that there is commonalities, right? Like a lot of these big players, they love to have a beautiful woman, the great setups. And so I was like, how can I access to to provide this value and make it even to my advantage and also help everybody else? Like a win-win situation. And that's when influencer marketing came into the playground. Influencer marketing was something that at the time, it was not really that well-known, especially in real estate. It was zero. It was going to say, this is not what you learned from your marketing and your MBA. No, no, no, zero, zero. And you know, that's a funny part because, you know, just to trick you a couple of years before all of this happened, when I finished my MBA, I was, you know, at a startup working at a decent job. And slowly I progressed to become the director of operations. I had a, which is a fairly common that we have. Benny, Benny, I would. Yeah. So I was working for him, you know, and he plays me in a really top position at a really young age. I was 22 and I was, you know, leading a really long large team. And on the side, I'm like, I have no clue. What did I learn in school that just not helping me now? I have my MBA, too. And I don't think I've actually ever thought of anything I've learned in my MBA. Zero. Zero. Like that I actually use them my day to day. I learned everything actually before my MBA because I've worked in startups before my MBA. And then you learn everything because you're just doing it. No, but I recommend a lot of people say, Oh, I'm going to take another program. I know there is a good dude. Just just get to work. Yeah. Yeah. Come on. It's not an experience. It's okay to keep education. I mean, I encourage everybody to keep educating yourself while working. Yeah. But not educate and don't work. I agree. Yeah. Yeah. Like it's okay if you're learning something and you can apply it to whatever work you're doing. You know, so at that time, I actually enrolled to an executive program at Harvard and you know, I was so excited. And actually that was the only time that whatever I studied, I could apply it right away into what I was working. So that combination of working and studying is completely, completely doable. It's exciting. But when you take two, three years after and don't work in your business. Zero. So we're talking about like the influencer marketing. Yeah. Fast forward. And what I learned in that MBA. That's not in to do is like, okay, day and night. And that's actually the, that's the core piece of your business now. Yeah, exactly. So I'll tell you, I'll tell you how, because what happened is this was very interesting influencer marketing. It was not really a big thing in real state. Zero, I will say. And I saw it was becoming very popular with, you know, like spedig, some clothing. So it's how do we tap into influencer marketing and bring it into this luxury real estate lifestyle experiences. So it was a no brainer. Instagram was the playground for it, you know, how many Instagram influencers slash models will say no to somebody that is saying, hey, would you like to stay at this beautiful villa in Mekonos for five days from June 5th to the 10th, all expenses taking care of. They're not going to say that. I mean, he's like, what's the catch? I mean, you know, I know on top of that, you're giving them a, not a menu, but like a list of all the other influencers that are coming in. And the main thing about influencers that they love to do between them is to, you know, create content between other influencers so that the audience of them reaches the other vice versa. We're just talking about with the podcast. How do you build community, but the same level of the same thing for any influencers, it doesn't have to be a show, it could be just collaboration post, whatever. Collaboration, you know, a collaboration is the name of the game. So in this case, the idea was to bring them into these properties in exchange to create content and promote our brand and the brand of the property because we were branding properties. We were treating every property like its own business. So we were giving its name and create a whole infrastructure. And that was the beautiful thing about it. And how could you kill the birds at once is by bringing the influencers beautiful models into the property, bringing the high network individuals that, you know, are willing to pay for the property. Also, on top of that, you're having the whoever owns the property super happy because, you know, for one end is getting model or, you know, at least at a discount because we're bringing the content and the promotion marketing material, you're getting an amazing marketing strategy that otherwise you will not get with a couple photos and videos. And on top of that, it's like, how do we take it even farther by reaching out to the luxury brands, you know, like product placement? Because that setup of super high-end property with influencers in a beautiful jet set destination, you don't get to have that every day. So you talk to any luxury brand that will love to, you know, sponsor the trip or, you know, at least play and put the brand in there. They most of the time say yes. And it's easy because the influencers, yeah, they love to attach themselves to these luxury brands. They love to get paid. They love to have a great experience. And everybody wins. And for us, as a company, it's beautiful because not only we are reaching a broader audience, but we're also becoming that authority in the luxury space so that whenever, you know, somebody from the luxury brand audience sees us, they reach out for whatever luxury will rental they need. And same thing with these influencers and same thing with this high-network individual. So we create this platform, we create this beautiful mix of things. And those are the pillars of our company, you know, it's like high-network individual luxury homes, influencers, last celebrity's and luxury brands, you know, and obviously luxury properties have been our main angle. And it's been working well. So that's what SLG does to a luxury group. And the transition was a bit, you know, more exciting than anything else because the transition was that company that started in Dominican Republic decided to stay there. And it was like, okay, no longer focused about that business because who cares about booking a property, meek owners in a company in the Dominican Republic, nobody. And I wanted to come back to the States. So that was like my American dream 2.0 because after having to leave the country, yeah, I wanted to come back. So I ended up getting an investor visa coming back into the country. And I'll tell you a very emotional story. I don't know if emotional is the word, but you know, when, if I ask you success story podcasts like why success story podcasts, there's always a meaning. There is. I mean, I love what I do. I love talking to incredible people. And when you love doing something, it's not work. And I'll do it till I die. That's it. Yeah. And it's beautiful. And you know, there is a core in whatever you just said. It's part of your DNA and everything that you do, it's a reflection of what you just mentioned. So I had a little story that how super luxury group came into fruition because I had this company in the Dominican Republic and I took like four months to travel the world just to connect with all these local brands and local partners. So I said, okay, the company is working well in the Dominican Republic. Now is the time to expand. I'm going to take four or five months to just travel. And I'm going to set up meetings with all these local partners and understand how they're doing business in whatever destination it is that we want to expand and start building these partnerships. And on the meantime, build the brand that will create infrastructure that everybody's want to go to and book through us. So on those five months, I did this trip and came back to Madrid. I came back to Madrid. I was already looking into what the next step will be. And I had a meeting, not a meeting, but I want to see my grandpa. My grandfather was a very successful visionary that has done tremendous things in marketing and I admire him a lot. You know, he's very successful guy. If you google him, you'll see. Okay. I will now. You'll see incredible things. I had massive respect for him. And when we sat down, I was telling him about this beautiful experience, you know, throughout these four or five months, traveling and connecting with all these people. And what I wanted to do, you know, like, what was that passion that was inside of me? Because I always believed in the same thing. You know, create a business that fulfills your passion. And you feel at that point. Oh my god. Yeah, of course. And he was getting that. And I had this fire inside. And he was all about building that vehicle that will allow you to live that lifestyle. Yeah. You know, because it's the LD lifestyle design. You want to define how you want to live and then build a vehicle that will allow you to do so. Because what happens is that regardless of having a great nine to five job, all the sudden, you're like, whoa, what's going on in here? I'm not living really my life on my own terms, you know, like this, but that's that's 99% of people 100% but some people realize even I agree, even myself, you know, when I was 22 and I was working with Benny, I had a really great job. I was making six figures doing very well. And according to 99% of the population, I was living the dream, you know, and yes, in the eyes of others, it was amazing. Even myself, I believed it was like, wow, you know, called my nice car, nice house. I'm doing anything that I want, quote, and then all the sudden, you realize that you're not living life. You're not living life. You're just basically keeping your life in a routine, but you're not doing what you want. You're doing what society thought it was the right thing to do. And it was not until I didn't get my visa approved that I had to make a decision on what my next move will be. And it was at that point moving to the Dominican Republic that really taught me, wow, I was not really living my life in my own terms. I was not doing what I really love. I didn't even know what it was that I actually love doing. I love traveling. I love connecting with successful people. I love being surrounded by like these beautiful homes. Like if I was not a businessman, I would be an architect, you know, that was always part of what I wanted to do. So I was not living my life on my own terms. And that's why sometimes you need to take that leap of faith, even if it's forced or not to start something. And that's when we talk about creating a business that fulfills your passion. And coming back from this trip on four or five months after your grandpa, yeah, we had this conversation. It was really interesting because he was, you know, very old at the time and he took a napkin out of his pocket. It's like this is going to be your future. This is going to be what you're dreaming of. Hold tight to this. And you'll be very successful both as, you know, fulfilment wise and professionally. And I opened the napkin and it was the logo super luxury group like super luxury group. What is this? He explained the meaning of why super luxury group. And again, this is a guy that came up with the term visa. You know, this is the guy. I'll do I have to Google. He's next level, you know, I admire him a lot. So a lot of the term coke for Coca-Cola, that was him. It was one of the main advisors for these big companies and very smart and very intelligent. And when I saw that, obviously I was not just going to laugh. I was going to really try to understand why super luxury group. He was giving me the whole explanation on how you want to be above, you know, what the standards of luxury are. And you want to create a community. You're creating this group. So he was just giving me this whole explanation. I was like, I'll carry tight to it. And I went to the States to open the business right away. I went to the States and the next move was to open the LC and to start building that American Dream 2.0. And as I opened the business, I called back and he's not answering. So I reached out to see what was going on. He passed away. It was the last time I spoke with him. That was my last conversation. And that's why this company carries a lot of, you know, value, not just professionally, but personally, you know. And I carry this conversation so deeply with me because whatever I'm doing with this company has a lot to do with that conversation I had for the last time with my grandfather. And it's beautiful to see how it has grown and the potential that he still has ahead. So, you know, just little resume and summary on how super luxury group came in. But, you know, sometimes it's about taking that leap of faith and moving forward and believing in something. When you had the conversation with your grandfather and he was breaking down super luxury, you have an idea of where you wanted to take it or what you wanted to build it into. You have that vision then, where you want it, how big you want to take super luxury? No, not really, you know, I was 24. Very young. You're very young. Yeah, 24, 25. And obviously, at a young age, yes, you want to dream big and you're excited. You think the whole world is ahead for you, but you don't have a clear vision. Like, when did that vision start to form? Once I started to take action here in the States, you know, and I'll tell you because the business transition a bit, you know, and the way transition is that the whole idea, obviously, as you could see, was, you know, the luxury villa rentals and experiences around that in Jetset locations, but then COVID happened, right? COVID happened. And this was a really interesting moment to adjust. And instead of just focusing on continuously building these great experiences, I said, okay, what have I learned throughout these years doing it? I've built a great network. I've built a great exposure. I've learned the power of marketing. We built a great team of ambassadors, slash influencers, and we can tap into anytime. And looking at that and what the current demand is, demand is not traveling. This is during COVID. The demand wasn't traveling. The demand was buying real estate in Miami. You know, a lot of people were moving to Miami. And the company based here in Miami, I started to see this booming effect of everybody wanting to come in here. So I said, why instead of focusing on selling real estate, you know, instead of like all this traveling experiences, why not focus on selling real estate in Miami? And that was the same playbook. Yeah, same same playbook. And that's when the concepts are advertising homes to place because it was the idea of bringing these influencers to the properties and then create this super sexy content that will make it very appealing for anybody to want to be part of this home. And we started, you know, activating this business model. Properties started to get sold pretty quickly and not directly through us. But we said, okay, how do we tap into the most expensive homes? I have zero experience in selling real estate. I've experienced in other things, but I haven't sold a luxury property in my life. You've just been renting them. I've been renting them, but I understand luxury. I have built these relationships. So how do I get towards becoming one of the top real estate brokers in Miami? And instead of 20 years, like most of the people that are in that space, how can I do it in one? And sometimes people will say, you can't. And you know, I said, I want to continue doing my thing. I'm going to continue attending the most high-end events everywhere. I'm going to continue building this network. But on the meantime, believe in the business model of celebrating these homes on creating that marketing angle. So marketing has been huge. And the moment that you realize that some people that are selling these super high-end properties are lacking in something and you can provide that value, then you're winning. Because you start looking at all these top brokers. And they're great, because they're selling these homes. But they don't have that marketing push. They don't have access to the influencers the way we do. They don't have access to these luxury brands the way we do. They don't have access to the international high-network list that we do have access. Because most of the people that sell these top high-end properties, 99% of them, they stay local. They stay local. They stay here. They might do a trip here and therefore their own sake, but they don't go a network out there. You know, there is just a few individuals that do that, you know? And for myself, I've encountered very great situations where you go like, I'm going next week, for example, to Canfield Festival. It's going to be a two weeks of recovery events and amazing people that will be meeting. Now, if you position yourself as the guy that sells high-end real estate in Miami, guess what? Whenever they're coming to Miami, they'll think of you. They are not going to think about the top broker from Miami. Have a clue about the top broker from Miami. I just want to take a second and thank the sponsor of today's episode HubSpot. Now, security is one of the major issues Big Tech is currently facing. From AI scrapes to data leaks, starting your business solidly can be just as difficult as growing it securely. HubSpot is on a mission to help your business grow better with the CRM platform that grows with you. Start your venture with HubSpot's easy-to-use secure website builder that scales with your business. As you grow, ensure your team of two is just as secure as your team of two hundred, with secure sign-on, content, and asset-preditioning, and scalable team permissions. Whatever comes next, make sure your business is ready for it. Learn how your business can grow better at HubSpot.com. It's so interesting how people's world view is so compartmentalized, even when they're that successful because the strategy you're deploying is you're just taking international buyers, you're bringing them into Miami, and then you're adding on the marketing angle, of course. It's such a simple, it's not like a very complicated, but a lot of people don't have access to these things or they don't know how to tap into it. They haven't tried to. They haven't tried, or they are comfortable in there. And you know, sometimes we live too fast. We don't realize it, but we are doing this thing over and over and over, and then it's like, wow, it's been a year. I met so many of these top brokers that are doing very well. They're making a lot of money. It's like, what are you doing with that money? Oh, I don't know, but I'm working, but I'm working. Then ten years pass and they're still doing the same thing. Great. They'll have great fortunes. I don't want to spend my money in my 50s. I want to be able to live my life now. If I want to go like I did in February, go to climb the Kilimanjaro, or I want to do an Iron Manor, I want to go for three weeks to Bali, or I want to do whatever I want to do now. I don't want to wait until I'm 50 and I've, you know, acquired enough wealth. No, that's LD, lifestyle design. You design your own lifestyle. And for some people becoming wealthy, becoming super rich means to have a lot of money. For me, it's not to become a billionaire. It's to be able to utilize your assets into your own lifestyle design. How can you use your time efficiently? How can you decide what to do whenever you want? That's luxury. And a lot of these people, yes, they're making a lot of money selling these properties, but they're not according to certain people's terms, living their life. So I'm not judging anybody. All I'm saying is that I saw an opportunity of helping these people with marketing. So I approached with that. I said, look, you have this amazing property for sale. Let me help you sell it faster. And walk me through, oh, sorry, I didn't threat. I was going to ask, I want to understand, like, you've now manufactured this life where you do bring the international buyers, you market, you expedite the sale of the actual property. So what are the actual results of you coming into Miami and trying to be at the level of a top broker and under a year? I'll just summarize it. And I don't talk about results that much. And I don't really brag and talk about money things. But first year selling real estate, I was able to sell a $22 million home. And I don't talk about, it's pretty good. You know, I don't talk about how this much, but you know, a lot of people will dream to sell this type of properties in their career. But it's relevant because I need to unpack the marketing strategy. That's the point, right? It's relevant. You don't international buyer and German guy. And again, it's not about doing or selling real estate. It's about taking your friends shopping. When you build a trust, when you've been able to build these relationships, they trust you. It doesn't matter if I sell shoes or I sell houses, they will trust you. And if you position yourself as the guy that can provide that type of service, they'll go with you. So this guy coming to Miami. So as 99% of the people that come in here, that is a very hot market, they had the capacity to buy a property. So why not? And they went ahead and did it. And they did it with somebody that they trust because, you know, it's a relationship business. It's a people's business. Now that's from the buying angle. But when you're looking into the selling aspect, when you're actually helping a property owner to sell the house, you're looking into a competitive market. I mean, even though we're facing the sellers market where everybody, you know, it's like buying tours, getting a property, you want to be selling at a super high end price point. You don't want to have to reduce prices, to fit the buyers need. No, you want to be able to list it as high as possible and sell it at that price point. And the way you do that is by making it desirable. And to make it desirable, you need to have a right market strategy. You cannot just list it on the MLS. And yeah, because it's on the MLS and it's right now how market people will call you. And it doesn't matter. You want to make sure that people go and say, like, I want this property, period, whatever it is. You want three million above, I'll pay it because that's how good it is. And, you know, a lot of these brokers, they want to sell the house and they want to sell it at a good price. So if I'm able to bring something valuable, which is exposure, credibility, authority and buyers, it's a no-brainer. And that's how I attach my brand to super high end properties. That's how Alvaro Nuneath and super luxury group and the whole team behind gets to work with super high end properties from the very beginning, instead of having to fight five, six, seven years with, you know, apartments and this and that until you get that chance. So you expedite the process. So I started to work with some top brokers here in Miami to help them sell their homes. Now when those properties sell, guess what? You can use this case study and present it to a property owner and said, look, you see your property right here? That property, two doors next to yours just got sold. We were helping with all the marketing. I mean, we would love to do the same thing for yours. Would you be interested? Oh my god, yes, very professional, very good. But now what I do is, because we are a brokerage, we can list the property, but we will bring the other broker on board so that we are no longer just the marketing person. We are now the broker, but we are also listing it with another broker. So now you can tie yourself up in a way that you're bringing that authority and you're expediting it so fast, because people at the end of the day, they want results, right? They want results. They want to sell the house or they want to buy a house, whatever the case is. And if you can provide them with that, you're winning. I think the main takeaway, there are two things that you've leveraged over your entire career. You've leveraged relationships. And then you also leveraged social. You leveraged social, you leveraged community. And what you've done actually could apply to a lot of legacy businesses that don't know how to move the needle quicker. If I think of other professional services that could leverage your playbook, you could leverage that in working with doctors or lawyers or anyone who's trying to figure out the increased deal flow. And you could just become a marketing and relationship and connector and broker and middleman for almost any high value transactions. I've actually, one of the guys in Toronto actually, I think his name's Jamie Diamond. And all he does is he's a marketing machine. I think he actually is a lawyer, but I don't think he tries cases. He's such a great marketing machine that he just brings deals for other lawyers that don't know how to market. And that's all he does now. And that's how, and you'll see his face in arenas and on buses and on signs everywhere. So it's just about, it's understanding how, it's understanding how to attract attention. And then you find a way to funnel that attention to people that don't know how to attract that attention. And you can take that playbook and use it in a variety of different industries too. But again, you're ahead of the curve. The stuff you're playing now is not stuff you learn in MBA. No, zero. I mean, hopefully somebody will teach it, you know, because I believe that more people need to understand the power of marketing, branding and exposure. I mean, attention is one of the strongest currency we're talking about crypto currency right now. I'm doing great. So that's the next thing that I want to go into. I want to understand, because now all the conferences that you speak at, they're all crypto, web three, NFT. So that's something that's interesting. So you always stay ahead. You always about, yeah, ahead of the curve. Yeah. You want to become pioneer in something, because look, life is about taking chances. You know, who knows if something that you're going to be taking on is going to take off or not. But if you believe in it, you go fool with it. You know, and I've always seen things as the evolution of whatever it is, you know, the evolution of real state in this case, it was leading towards this, the web three. Now we have the metaverse, right? So talking a little bit about influencer marketing, that was kind of like the evolution of marketing. How people were marketing traditionally, it was no longer going to be the way that people market themselves. That's funny though, even though you've already gone through the evolution marketing and now you're going to the evolution of real estate in web three, most people still haven't evolved in their marketing practices, right? They don't. Because they're too comfortable doing the same thing over and over. They are afraid of that taking that. You have, when you look at it at the industry, do you see a lot of people that do what you do the way you do it? Or are you still? So even even now, even now in 2022, when everybody understands the power, you look at other other use cases, like look at Grand Cardone, look at how he buys buildings, right? He fund raises against his audience. That's how he buys buildings. He craft funds for buildings because of his 10 or whatever, 7 million, 10 million followers. No, it's incredible. Everybody utilizes different methods, but he's done an amazing job building his community and obviously he can tap into that community. We talked about it. We talked about everything. So empathy winds, VaynerMedia, VaynerSports, VaynerSpeaker, everything he does, it's like he has a media access to millions of eyeballs. And you just need like a small percentage to agree to take part on that. And that's it. You're winning. So it's really interesting. But even though some of the big players, let's say in this case for real estate, Grand Cardone, they're not tapping into this metaverse NFT cryptos. No, you're still ahead there. And you know, in fact, we were speaking at the NFT Miami and we were on the same stage. And he was asking these questions because he sees the importance of it. And he wants to tap into it. We're actually talking about potential opportunities to do in there. But even those big players, they're, you know, so good at what they do in their own angle that they're staying a bit away from these new tendencies, these new trends. But slowly kind of getting to slow death, man. Yeah. And you know, one of the things that I believe that SLG has been really good at is staying ahead of the curve. And not always, you're going to be right. You know, there's going to be some trends that might die quick. Some of them will stay. And you know, if you ride that way from the very beginning, you'll win. And you'll maximize. Like when Clubhouse came in, you know, if you were able to start on Clubhouse at an early stage, you will tap into that high-hot audience right away. That's how we were able to build beautiful relationships from the very beginning. If you go into Clubhouse when he was dying, then what's the point? Nobody's using it really. It's like Facebook now. Exactly. So you want an even starting Instagram is different. Like all you have to be, you have to be where the new audience is. Right. It's all about organic reach too. Talking about TikTok started to become, you know, very, very virally. You know, I'm very, I'm very viral on TikTok. And I've been doing all these videos that got a lot of views. And I've been able to build amazing relationships out of TikTok. And a lot of people, you know, they don't even go into it or they go for a minute. And it's like, ah, it's not for me. Bye. You know, it's not that TikTok is the platform to be or that Instagram or that Facebook or Clubhouse. Whatever platform you choose, it needs to be that platform because your audience is in there. If your audience is in that platform, go tap that platform, become good at it. Understand how you can tap into the other people's audiences. And the same thing with the OPS, other people's pages. How can you tap into these guys' audience? Well, maybe invite them to a podcast or maybe invite them to a conversation or do a collaboration post. I mean, I think those things are so valuable these days, tapping into the audience of someone else. Because nobody's ever done anything on their own. And I don't know why I don't know why people that create content think they have to do things on their own either. If you're trying to build a business, you normally wouldn't do it on your own. I just want to take a second and thank the sponsor of today's episode swag.com. Now, you know, if you've ever received a corporate gift or swag in the past, how many of those gifts did you actually keep? Probably not many, which is probably because the stuff you got was not so great. I've gotten like a lot of stuff from great shows and from companies in the past that I've just thrown out the second I get it. So this is why you need check out swag.com. I've been on the receiving end of getting garbage gifts. I've also worked in companies where I only had access to a really, really small inventory of stuff that I wanted to give. My customers and my employees. And I knew that it wasn't going to resonate. I knew that it was going to suck. So what is swag.com? Well, it's like swag upgraded. It's the best place to buy custom gifts and swag that people will actually want to keep. So they sent me a box because obviously they're sponsoring the show and I wanted to see what it's all about. You know, I've worked in businesses. I want to make sure that the quality of their stuff actually was up to my standards because I can tell you right now that when I get garbage, it goes right into the trash. It like it really goes right into the trash. It's not going to go back from the trade show or the conference or whatever. So I received one of the custom swag boxes from swag.com. I loved the unique packaging. So it was a beautiful unboxing experience. I love the actual products. They sent me and there's a whole bunch more that obviously they didn't send me, but the stuff that they did send was absolutely beautiful. It was very high quality. And I can only imagine that if I actually got this when I was working for companies, I probably would have actually used it. And to be honest, I'm going to start using them for people that work on my show and in my company as well because I know this isn't just a novelty gift that somebody's going to throw out. It's stuff that they can actually use. They have so many unique and customizable gifts that I've never seen anywhere else. They have custom yoga mats. They have custom apple air pods. They even have branded kayaks, which I did not know what to think. So they carry all these premium brands like North Face, Yeti, Nike, and more. And it's all customizable with your company's logo or artwork with swag.com. They take care of all of your swag at their warehouse and they ship it to individual addresses. Or if you prefer, you can just send it to a bulk location in one single shipment. It's easy to manage from their online portal, which you obviously get access to. So if this is something that you think would benefit you, if you have clients or customers or a team and you want to go the extra mile and you actually want to give gifts to people appreciate, which is a whole point of giving these gifts in the first place. Go to swag.com for the perfect swag and custom gifts. Right now they're giving everybody who's a success story podcast listener, a special offer. It's 10% off your entire order. But only when you go to swag.com slash success and enter promo code success 10. Remember, for 10% off, go to swag.com slash success and use promo code success 10. It's impossible. Like I don't know many people that just work just for themselves. No employees, no investors, and make multimillions of dollars. Maybe, maybe one, maybe not many. I mean, so you need to collaborate with people. Even when you build the business, you work with partners, you work with vendors, you work with other people that can help access their audiences, other email that you want to market again. Like, why would you not do the same? You have to and a lot of people already have spent so much time and effort to build that audience. Why not to tap into that? Why do you need to spend so much time? And this goes back to the same example of like real estate. Why you want to go traditionally and build your real estate career the same way that everybody has done when you can just start selling at 25 million dollars home right away. You know, so it's about understanding everything from a higher vision point. And once you have that understanding, go for it. Look, your audience, you've done a tremendous job building this podcast. We're having fun. I'm adding some value probably to your audience. We're having a good conversation that probably both my audience and yours will enjoy. And whoever doesn't know about you from my audience will now know that vice versa. Yeah. So and maybe that will lead to some good conversations with other people. But that's about something that it's critical in terms of branding. And I think that right now when we were talking about crypto NFT, the metaverse, the reason that I go into stages is because I wanted to stay ahead of the curve into something that was becoming very interesting, but that was not brought into real estate yet. And I know a lot of this successful real estate brokers have no plus they disregard it. They're like, we are too busy. We're too busy doing what we're doing. You know, we're too busy selling homes. We're too busy, which is very enough. Go sell your houses. Great. I agree. If you're making money, go for it. But I will not say forget about what we're facing. You know, because this is a new a new world that we need to and tap and that we need to discover and we need to educate ourselves. We need to connect with this new community and it's fascinating. So when I'm speaking on stages about this, a lot of people are clueless about what it is. They have no idea, which is also very interesting for me because it's like an opportunity to add value to a community. And these are the people that come back to you asking for advice, asking for, you know, some guidance. And in this case, you can guide them towards whatever you believe could be valuable to them. And it's incredible because now the same way that you've built communities in the traditional way, let's say for real estate with interior designers, architects and so on. Now you're doing the same thing, but with the meta architect, the meta interior designer, and they're actually just focusing on building these virtual houses and how you promote them. And it's just the evolution of it. It's like how can you add additional value to your property by creating an NFT of it? How can you transact through the blockchain? How can you make every transaction faster more clean? And you can actually tap with the cryptocurrencies. So help me understand this because that's something that I've never spoken about on this podcast. Okay. There you go. So real estate in the metaverse. So the content is pretty straightforward. I mean, if you, if you want to look so we can describe what an NFT is in the fact that obviously it makes the house unique and it makes the property unique so that it can't be duplicated and whatnot so that it can actually have value associated with it. But outside of like just understanding NFTs and then the fact that you can build an asset in a digital asset that can be like it's like a one-of-one. I still don't understand how you would you would subscribe and allocate value to it. Excuse me. Outside of the fact that if it's an NFT like a JPEG, like an artwork, whatever, it would be the same it would be the same measure of value. It would be just FOMO or scarcity that would create value because you can't you can't allocate value to metaverse real estate like regular real estate which actually has the benefit of you being able to physically live in it. So is it more just like another piece of art kind of project that you would allocate value to? Is that thinking terms of market, right? You can... I'm not saying it right, so how do you understand? How do you say it? So yeah because it makes sense and this is how a lot of people think it's just like why would I own a virtual piece of real estate? Like what am I going to do with it? It's just like a ego thing like look I have my virtual house but the reality of it is that you can do so many things. People are paying $60,000 a month just to rent a property in the metaverse. Why will somebody pay $60,000 to rent a place in the metaverse? I don't know. I'll tell you the reason for that is because it's an amazing marketing tool. A lot of the brands they want to have exposure. You know you can have a property here and you can do a lot of cool events and host parties and bring people in. Great, a lot of people do that. Now if you think in terms of virtual space, if you have that virtual property, you can host millions of people because people can just stop into it from anywhere in the world. And the concept of whatever you want to do in this space is what's going to define the success of it or not and whether it's valuable or not. If you're just having it for the sake of having it, whatever, you have it. But if you want to utilize it and add value through hosting some events, conferences, whether you want to just place your own NFTs instead of having them on OpenC, you place them on your actual property. Beautiful. If you want to rent that space to have any other artist to place their art there, you're renting the space. You're supleasing the space as well. And you give people exposure to an audience again. 100%. 100% exposure. For me, it's worth it. If let's say I want to tap to that community, if I want to tap to that community, may as well just pay for it. There's no difference than paying for a billboard. A lot of eyes are looking at the billboard. This is the same thing. So it's depending on how you look at it, right? I mean, I've never had anybody explain it, but it's very simple, but I've never had anybody explain it like that. I'm not just that. I mean, the beautiful thing about these spaces that is so creative, there is so many angles on how you can tap into it, but it'll start with a very basic thing of like cryptocurrencies, right? So people are investing in cryptocurrencies, which a lot of them gain tremendous value. It goes up and down, but whatever. But overall, it got a lot of, you know, interest track record on how from this became so high. Of course, then the whole market explodes. Then you have the Web 3 and NFTs. But if we start with that, in terms of real estate, I started to see, because I travel a lot. So I start to meet all these people in Dubai and everyone like making so much money in crypto. And I'm like, oh my god. Shit, what am I doing? I need to start getting into this, you know, but instead of saying, oh, I need to start investing in crypto. I said, how do I get these people to buy real estate? You know, how do you, the idea always says how to bring anything that is a trend, anything that is a new tendency? How do you bring it to your space? That's how far we're always looking to things as opposed to you, but you could as opposed to you and say like, oh, fuck real estate. I'm going to start investing in crypto. I'm going to be a crypto investor, you know, like a lot of people do that. They jump from one trend to another and they forgot about what they were doing. I'm building my real estate empire. And the way that you build it is not by just forgetting, forgetting about it and jumping into the next thing is by understanding what's trending and bringing it to your space. So crypto, when it started, it was really interesting to see how many people were making so much money. But nobody was able to do anything with it because I asked, okay, so what do you do with it? Great. You paid, you paid 10,000. Now you have 10 million. Great. What do you do with it? Oh, nothing yet, but eventually it's like, okay. So that made me think like, how do we find a way for these people to buy real estate? Because most of these people, the reality is that they are young guys. So if you bring them the fantasy of owning a penthouse in Miami, especially in Miami out of all places, which became the crypto capital, everybody will say, yes, but they didn't know how to. So then you start building that bridge and you start understanding, okay, how can we make it simple for people to start buying with crypto? And again, this is a couple years ago when nobody was doing it. This was doing COVID at the beginning. And it was fascinating because you start tapping into some of the property owners that believe in crypto so that they will accept crypto. So it's an easy wallet to wallet transaction. So we took part of some of these big transactions. However, when not the property owner wants to accept crypto, then what do we do? Well, there is companies like FTX and some others that they will transact. You know, it's like, okay, we convert the crypto into US dollars. And the seller gets US dollars and they hire paste with crypto. Everybody's happy. And it's a fee for that and all happy. There is ways to do it. But up to date, I built a community of super successful brokers, developers, entities that are in the real estate community around the world. And when I talk to them, and I tell them like, are you doing anything with crypto yet? Oh, no, no, the owners don't accept that. You don't need to have the property owners to accept crypto. There is ways to go around it. That's the scarcity mindset of like people wanting to like remain like they're not open to try to find the ways to tap into this. And that's the beautiful thing about tapping into new communities. The crypto community is really fascinating and it's evolving. You know, because from there, you went to the NFTs and NFTs, the non-fungible tokens, it's also fascinating world. And you're doing the same thing with the crypto audience as you did with an international audience. Same thing. Same thing. So it is very nice because when you start tapping into that community, I did that real estate. Nobody talks about real estate. It was something that it was very unheard of. You know, everybody was doing NFTs in the terms of his of art or this thing or this thing. But nobody was doing it with real estate. So when you go there to try to educate yourself and find ways to bring that into real estate, then you start coming up with interesting projects. Like for example, a lot that is $30 million worth. How do we sell this lot? Utilizing the power of NFTs. So we create a whole NFT collection of renderings. So each rendering is a potential different house that could be built in this lot. And whoever has access to this NFT collection will be able to build these renderings, whether that's in the real life or in the metaverse, which is pretty nice because now you have access to properties and it's again from the angle of marketing. If I'm trying to sell you this lot, I could show you, yeah, these are the renderings. This is how I will look. But if I'm able to get you into the space, so you're actually looking at how the house will look like everything, then you do like this and all the sudden it's a different type of house. It's a different experience. And you're tapping into also the community of people that can pay with crypto. So it's very fascinating. There's a lot of things that are going on. We could talk for hours. I find it interesting. I'm learning. You asked me if I like to do this podcast. I'm learning as we do it. But I'll tell you this because when you are able to add some value, like we just talk for five minutes, but there is so many other things. In fact, I'm not flying. I'm driving tomorrow to Key West. I'll be speaking at a conference for real estate. And it's fascinating to see that a lot of these people, they have no clue about crypto, NFTs, metaverse. So the moment that you start giving a little bit of insights on it, it activates some of those brain cells to want to get into it. And for me, also, it's a great opportunity to build that authority and to tap into a new community because it gives you the credibility to be able to speak on stages. You know, otherwise, why would I be speaking on, you know, in front of 3,000 people with Grand Cardone, you know, like, I have no rights to be doing that unless I can add some value. So in this case, that's a great platform, you know, to be speaking in front of audiences in conferences. Because all these people that are watching, guess what? They record, they do the stories. And then all their audience also are looking at who's speaking on stage. And that's how you build your brand. What are, what are new emerging trends that we've spoken about NFTs and even like augmented reality, metaverse? What are the things that you're going to try and bring into super luxury in the future? Well, I mean, I always try to remain solid on my values and also on the vision of the company. So we want to bring like a TV show working with still marketing angles, still always marketing angles, marketing angle. Yeah, marketing is going to, because it's a brokerage, but a media company at the same time. So I've believed in it for every company should be. Yeah. Yeah. From the very beginning, I've believed in it 100%. And there is such a huge opportunity in anything you do to focus on media because everybody needs exposure. Attention is the strongest currency. No matter if it's crypto today or whatever it is, attention will still remain as the strongest currency. So that media angle in the business is going to still remain strong. So from, you know, speaking at conferences hosting events and you know, right now with the TV show that we're working on, that's always going to be different arms that create this massive exposure. And eventually for super luxury group, the idea is to start developing. You know, it's like a whole ladder. First, we were with the luxury villa rentals, now we're selling real estate. And then in a few years, we'll be building. What's your advice for somebody that wants to have the same eye for marketing as you do? How would you recommend somebody go start their career, build their business and stay on top of trends like you do? What's what's your strategy for always knowing what's up? The strategies to start look, we have access. We have access these days to anything, right? So I also just to look into somebody that kind of inspires you that is doing well and is a no brainer. You can just look who are the trendsetters at the moment, right? Like Krivi, you can look at some of these guys that are doing very well and see what they're talking about, see who they follow, see what they're bringing on their projects and start following a few people, start reading some books, understand what's going on, and then find ways that you can add value. And that's what I focused on from the very beginning and I still do up to today. I don't have a really nice podcast like you, but I've done also something called the SLG Meetups where I bring some really interesting people from the luxury space to talk about their story, not in this professional manner, but something quick, simple that at least gives the opportunity for somebody to raise their voice to talk about what they're doing and tapping to our community, which is very valuable. And because of that, I'm able to also learn really interesting things and able to tap into their community and grow my brand. So for somebody that is starting off, I will suggest not to have a podcast, which I will suggest everybody to have some kind of podcast, to talk about some particular topic, but specializing something first, specializing something first. I did that a few times, like really, really good. Specializing in something first, choose a topic, choose something that you're passionate about. And once you've identified something that you're passionate about, get deep on it, get deep on it and try to focus on who are the people that are very successful that you can add value through that particular angle and start building your community like that. I'm very good. Okay, I want to do a couple rapid fire to close itself, but before we go, if people want to connect with you, website, social, drop all the handles and the domains. Yeah, Alvaro Nunez and any social media, I'll be available. Instagram is probably the easiest to reach out. And from there, you can see my website and everything. Okay, so what keeps you up at night now? What keeps me up at night? Yes. Nothing. I just live like a baby. You know, I actually, you know, I go, I go to sleep. It's a good answer. It's a good, like, listen, lifestyle design, right? Nothing gives me how to be honest. I do love, but my girlfriend sees me like, how do you do it? Like, I literally close my eyes. I'm on out. I'm, you know, it's like wake up with determination, go to sleep with satisfaction. I have a strategy. That's a tweet right there, by the way. I built my life in a way that is very structured. So I have my yearly goals, my monthly goals, my weekly goals and my daily goals. So when I wake up knowing exactly what I need to do and how to do it, and I complete my task and I done whatever I need to do, there is no need to. And a lot of people just to summarize it quickly. A lot of people stay up late and they operate better at night. I operate good in the morning. You know, I used to wake up at 4 a.m. for the longest time. There's nothing. There's nothing in your business and your life stress you anymore. No, no, nothing. And a lot of people say, oh my god, you're such a happy guy. I was not the happiest guy before, but I genuinely feel so grateful. And I think that when you are grateful for what you have, no matter what is going on in your life, and when you look at obstacles as opportunities, and I love pain, you know, I've always put myself into some areas in life where you're suffering. And that pain is what makes you stronger. Like, I do iron months, which are like the toughest races in the world. I do that for a reason, because it really expands your mind. It helps you to identify pain as an opportunity of growth. And, you know, I'm a professional skydiver. So those moments of fear when you pass those things, that helps you to and look at life in a very different way. So I also put my alarm on when I go to sleep, because I really believe that you need to keep a really strong sleep in schedule. So when it's time to sleep, it's time to sleep. I love that. Good. What's the one thing when you've been building out your business? Either before SLG or during SLG, where it was like, shit, hit the fan, nothing was working. You felt like life was going to hell. What was that moment? What did what went wrong when you're building your business? And what did you learn from it? Wrong partnerships. I did the transition because obviously I partner up with somebody that had years of experience in real estate and very nice guy, very successful in real estate. And I wanted to come into the States and open in this super luxury group with somebody that also bring value and expertise and credibility within the real estate space. And it helped at the beginning. But then you realize that the wrong partnership might lead you to areas that you don't want or that might stop you from accomplishing your dreams. So I bought him out and now I'm fully aware of where I want to go and there's nothing stopping you. Very good. And do you have advice for avoiding that? Or is that something that you've learned partnerships are big. They can make or break a business. Look, nothing in life is forever. So if you have a partnership that works, you know that nothing in life is forever and be comfortable with that. Yeah, so just go for it. I mean, this decision, it was not something that we thought about for years. Like a conversation we had and we went skydiving. Let's do it. Let's do it. And that's it. And you went well for a period of time. Then he had a different idea of where he wanted to be. I wanted a different one. We clashed a bit and then we found out common terms of what we would do and kept the company and that's it. What was the biggest struggling stress in your personal life and had you overcome it and what you learned from it? Oh, I've been broke. Brogue as hell. I've slept in cars, couches and I've been myself in situations where one day I was flying on private jet and taking people to the most amazing villas and the next day I'm sleeping on a couch and have no money at all because the little money that I was making, I had to, you know, pay to play. Sometimes you are in positions where you're actually paying. So I was living this you know, dark life, life, what I'm like, what the hell am I doing? How this is not possible? And then you know, at the time I was engaged and I was trying to get my way back to the stage with the investor visa and when I came back, the person that I was supposed to marry and build my life was with someone else. So that on a personal level was very hurtful, you know, especially when you're envisioning something beautiful with someone and then all of a sudden it's taken away. So that on a personal level was very hurtful to be living this stressful life but still wanting to build something with someone and then it's taken away. But I'll tell you that all those things that happen are great, great things in life that shape you to become a better person. There's been many people that have had a major impact on you. If you had to pick one, who would that person be? What did they teach you? My mother. My mother is my best friend and she's been someone that has been always by my side and out of all the people that have always say no to all my crazy ideas or anything I would ever do, she was the only one that said yes. Good mom. And I admire her, you know, she's a champion. If you had to pick a book or some sort of source, you'd recommend people go check it. It's had an impact on your life. There's a lot of books compound effect. It's really good because a lot of people, they give up really quick. They give up after they start working out and or after they start a business or after they start a podcast. But then you'll realize that if you keep on doing it, all the sudden you will have that ticking effect and it's like with a compound effect. If you had to tell your 20-year-old self one thing, what would it be? Dream bigger. And then last question, what does success mean to you? I will say, that's a good question. Success for me is to be able to have control on your own terms for your life.