222: From Selling Weed to $1B in Real Estate Sales with Suneet Agarwal

Suneet Agarwal got raided by federal marshals in his underwear, lost everything from his cannabis business, sat on the couch breeding bulldogs for two years, and then built the #1 real estate team in California, selling more than $1B in a single year.

In this episode we unpack that journey. We dig into the realities of building culture in a commission-based business, why personal brand is the biggest opportunity right now, and how AI-driven content helped Suneet build and sell a high-ticket coaching business.

Mic Drop Moments

• “I became the number one team in California within six years of being licensed because I understood marketing, technology and lead generation.  I can do all that stuff 10 times as fast by using ai.” – Suneet Agarwal

• “You are only talking to yourself two steps back. That’s your avatar.” – Suneet Agarwal

• “The real trick is grit. Work hard, get your hands dirty.” – Suneet Agarwal

• “Early to bed, early to rise, work like hell and advertise.” – Arnold Schwarzenegger

• “The personal brand is the biggest gold rush happening right now.” – Suneet Agarwal

• 00:00 From Hippie Dispensary to Real Business
• 04:50 The Federal Raid That Took Everything
• 07:30 Home Invaded With a Gun to His Head
• 11:33 From Breeding Bulldogs to $1B in a Single Year
• 16:54 Are Real Estate Agents Overpaid?
• 22:26 Building Culture With 1099 Contractors
• 26:15 Leading from the Front
• 28:44 Are Real Estate Brokerages Dying?
• 31:14 Will AI Replace Real Estate Agents?
• 34:48 Launching One Of The First ChatGPT Courses
• 35:58 Using AI To Scale Content Creation
• 39:40 Will AI Kill the Coaching Industry?
• 40:35 Selling a Coaching Company Built on Organic
• 44:59 Straight To High-Ticket Offers
• 49:57 The Personal Brand Gold Rush
• 51:51 95% AI Content That Doesn’t Feel Like Slop
• 54:41 Advice for New Entrepreneurs

Brad Weimert: Suneet Agarwal, real estate builder, team builder, chaos tamer, so says your website. You have a killer real estate brokerage in Sacramento. You also just sold your, I’m going to call it a real estate coaching platform, that was making millions that seemed like an awesome business. And last night, the internet told me that you are a Bulldog breeder. Before we talk about any of that, true or false, you sued Barack Obama because he stole your weed?

Suneet Agarwal: So, we put a restraining order on the federal government during the Obama reelection campaign when they wanted to appear tough on dispensaries in California.

Brad Weimert: I like my version better.

Suneet Agarwal: Yeah, but it was before the fact. They took the weed afterwards, right? I owned that dispensary. I wrote the ordinance in Sacramento that still used the tax, local government was supportive. But during the reelection, they wound up here tough on crime. So, in the four federal districts in California, the four of us, like big dogs, ended up becoming martyrs. And I was a martyr in this district.

Brad Weimert: Well, so let’s back out. What timeframe is this? Like, I find the whole path of weed interesting, right? So, Easy Pay Direct was processing credit cards for dispensaries in 2012, like in the beginning. Very quickly, that became not okay with Visa/MasterCard. But then we tracked CBD from like 2014, and we’ve been processing since then. So, we went through all these different regulatory challenges. So, not the same obviously as a dispensary, but it’s a very tightly knit path. So, what year was it that you started a dispensary? And give me the size and scope of the dispensary at that point in time.

Suneet Agarwal: Sure. So, 2007 is when I started. George W. Bush was still president.

Brad Weimert: Damn.

Suneet Agarwal: Right? And we opened under the California like SB 420. There was real no state like Colorado wasn’t legal yet for the…

Brad Weimert: Recreational?

Suneet Agarwal: No. For medicinal.

Brad Weimert: Wow.

Suneet Agarwal: So, we opened then very quickly. I mean, just the other dispensaries in town were ran by hippies.

Brad Weimert: Yes.

Suneet Agarwal: I was a business guy with a hippie background, right? Like I had dreads, long beard, all that sh*t once upon a time, right? And I came in and brought my business into the dispensary business, and really early on, got into like the policy and wanting to make it more legitimate, because it wasn’t at the time, right? So, I hired lawyers. I hired lobbyists. We wrote the ordinances. We would lobby the city. I had like meeting with city council, doing all the political stuff. And we were successful in our lobbying efforts in Sacramento and Stockton, which were my main places, living in Sacramento. And it worked. Then we got really big, really fast, by using social media marketing, by having smart like good photos, by having an attractive place.

It wasn’t like some dingy stoner den. It was a well-lit place with professional-looking people. Like, it was a properly run business when it was all stone or den when I came in. Now, of course, it’s all more professional and lit nicely, but when I started, it wasn’t. Like, we were like something completely new in Northern California outside of the Bay Area.

Brad Weimert: Yeah, that makes sense. I mean, I think that specific, I like to draw parallels to those things to the rest of business at large, right? And the baseline one is just look for the areas that are a mess. And if you look at blue-collar spaces right now, automotive shops, snow removal, lawn care, most of those industries are horribly run, do not leverage technology at all. And so, getting into those spaces and cleaning them up isn’t very difficult to just have an edge. Though, like I look at today in the era of AI, making things look pretty is pretty easy now, so you can at least pretend to be good on the front line, right? I feel like that competitive advantage is going to be gone being pretty. Okay. So, tell me the story. Tell me where you were and tell me the story of the federal government throwing the hammer at you.

Suneet Agarwal: Yeah. So, we had filed the restraining order and continued business as usual. Dude, I had like 40 people working at my shop who had 401(k)s, who had health insurance, who were on real payroll. We even had workman’s comp. No one else in the dispensary game had workman’s comp. You know what, Brad, we even had a CRM on the sales and stuff. Everyone’s all, “What’s this?” We are a legitimate business. And people hear like dispensary back then, and they thought, “Oh, well, all these people making all this money, all this cash, all this good.” We were a real business. We made respectable money. It wasn’t like we were just burying millions of dollars, right? I had all these things to make us a legitimate business.

It was crazy, like I was in Scottsdale, like partying. My ex-girlfriend at the time, Mush. She was definitely my ex back then, but she’s still my ex, right? Like, she’s like, “Hey, someone walked by the house and took a photo, and was taking pictures.” I was like, “What? Like, that doesn’t make any sense. No one did that. Like, you must be high or some sh*t, right?” Come home and, like, five days later, 5 AM, and I felt the heat, right? Like, I don’t know what the feeling was, but I felt the heat. And, dude, I never committed any crimes besides a parking ticket. I don’t have any DUIs. Like, I’ve never been arrested. I never had any charges pressed. I might have been arrested, but I never had any charges pressed.

And I wake up, and I hear the knock on my door. You know what that knock is, bro, right? Then I hear it. US Marshals. And at the time, talking about being a bulldog breeder, “Was that sh*t still on the internet?” So, being a bulldog breeder is I had a bunch of bulldogs, expensive American bulldogs, not the English cute ones, but the ones that’ll bite you up, right? Because I had been home, invaded, and tied up in my house, too, right? So, first, I got a bunch of bodyguards. Living with bodyguards sucks, Brad.

Brad Weimert: Bro, okay, listen, I’m sorry, we have to back out to what are you talking about? You got home invaded and tied up? We’ll come back to the federal marshals legally, sort of breaking into your house and doing things, or knocking on your door. Let’s start with the home invasion and why you had to start breeding bulldogs.

Suneet Agarwal: I was a big figure in medical cannabis. I was in the newspaper. I was on the media, and I became a target. And I lived in a gated area, and I had a nice house, and we were out at the club celebrating our one-year anniversary, went back home, passed out on the couch, and woke up with a gun tapping me on the forehead and two dudes in ski masks.

Brad Weimert: Damn.

Suneet Agarwal: Damn. “Suneet, where’s the money in the weed? Where’s the money in the weed?” I was all, “Well, there’s not a lot of either, the money’s in the bank account, and the weed is in the vault at the shop. I have nothing at my house.” And they searched the house for four hours, tied us up, stole my car, stole my PlayStation and my Xbox, right, like stupid sh*t, and took off. So, I decided to get some bodyguards, and that was horrible. So, I had one bulldog at the time, and I just really got into him because I didn’t want bodyguards. So, when the Feds ended up coming to my house, I had six full-grown American bulldogs in this little house, right? So, I had about, I don’t know, 800 pounds of bulldog at my house.

I was feeding them all like raw meat, too, at the time, right? But they were all expensive, like well-bred dogs. Hear the knock on the door. I’m all, “Hey, let me put up the dogs.” They give me like one second, and then the door goes flying open with a battering ram, and I’m standing there in my boxers on my underwear, with like laser sights on me from all these US Marshals. I’m all, “Yo, you guys could have just f*cking sent me a letter, bro. Like, why do all this?” And then they went through the house, searched everything. That’s serving a warrant, right, is searching everything, and taking everything. They went to the business, took everything. I mean, they took cars, they took a camera in a box my mom had just given me for my birthday.

They took cell phones, cleared out all the bank accounts, and left us with really nothing. No charges were pressed, but they ruined me financially until we reopened back up.

Brad Weimert: And hold on. So, they did this through the lens of selling weed being federally illegal, and so any proceeds from that activity were not yours as a result?

Suneet Agarwal: Yeah, it was from depositing money into bank accounts, which is illegal because it was from a dispensary business.

Brad Weimert: Crazy.

Suneet Agarwal: Which is still the same, which is still true.

Brad Weimert: Insane.

Suneet Agarwal: That was the lens. And they came to the house expecting to find something, because they had done other raids locally where they found guns, and meth, and illegal sh*t at people’s houses. Dude, I was a clean operator. So, as a result, I never had any charges pressed. Thank God, right? And there was a five-year statute of limitations, and the five years went up.

Brad Weimert: So, did you get the money back and all the weed?

Suneet Agarwal: No.

Brad Weimert: You didn’t get any of the money or weed back?

Suneet Agarwal: We got a little bit of money back, but at that point, I owed it all to lawyers.

Brad Weimert: Oh, damn. And so, it disrupted the operation enough that it just sunk the company.

Suneet Agarwal: Yeah. I mean, I was all due, like, nobody wanted to come back to work. People were owed paychecks that the federal government had taken the money for, right? So, it just compounded, and it was really like a defeating thing. I went into a depression, for sure, to where I sat around for two years and said, “Well, I got these eight dogs. I’m just going to breed American bulldogs.” Little did I know that that was the trashiest experience of my f*cking life.

Brad Weimert: I could have told you that.

Suneet Agarwal: I should have known that. So, here I am, like trying to get by, by having litters of puppies, which is just horrible, right?

Brad Weimert: So gross, dude.

Suneet Agarwal: Yeah, it was so horrible and so hard, and never did I make any money. And my mom, who’s always been a big support, and some of my friends, “Oh, dude, you’ve been sitting on the couch for two years. You’ve got to do something.” And someone said, “You should get your real estate license.” I said, “F*ck that. I am not going to do that.” They ran out of options, so I did, right? One of my buddies called me and said, “Hey, I made half a million bucks last year, my first year back in real estate.” I was all, “Sweet.”

Brad Weimert: And this is like, what? What year is this now?

Suneet Agarwal: This is 2014.

Brad Weimert: Okay, got it. So, a lot of time has passed.

Suneet Agarwal: Yeah. So, I got raided in 2012, got my real estate license in 2014, and like my first year real estate, I was the Rookie of the Year for a couple of 1,000 agents, and this brokerage I was at. I was, “Oh, well, hey, that worked. I’m going to start a real estate team, and I’m going to get into coaching.” So, then, like, the progression in real estate, like, bro, shut up, because six years later, from 2014 getting my license, my team was the number one real estate team in the state of California. We sold over $1 billion worth of real estate as a team in one year. Nobody can really say that. There’s maybe five of us that can say that in history in the United States, right? So, yes, it’s crazy for a team, not a brokerage. Brokerages do that, right? But teams very rarely do that.

So, being number one, fifth biggest economy in the world, California, being number one for several years, it propelled my credibility that led me into more coaching and consulting opportunities, speaking opportunities, something I tell people every day, right? Like, all these opportunities I’ve had, a lot of it comes from creating content every day and promoting myself every day, right? Something I still do. I’m at 37 million views on Facebook last 28 days right now.

Brad Weimert: Crazy.

Suneet Agarwal: Yeah, crazy. So, like, the self-promotion and the credibility for my success in the industry really lifted up my stock.

Brad Weimert: Okay. This is the interruption where I’m supposed to take money and let somebody else advertise on the podcast, but I don’t really want to do that. So, I’m going to remind you that I also own EasyPayDirect.com, and if you’re a business that’s accepting credit cards or needs to, you should understand why we have thousands of people a year come to us off of platforms like Stripe or PayPal, and why they prefer Easy Pay Direct. You can check us out at epd.com/bam. That’s epd.com/bam.

So, okay, I have a bunch of questions around that, and I know that you sold the consulting company just recently, like in the last couple of weeks here, which is the… Is it fair to call that the info product company or education company?

Suneet Agarwal: Somewhat, yeah.

Brad Weimert: Okay. Well, so we’ll get to the specifics, but today, a lot of what you just said begs this question: Is it more profitable to run a real estate brokerage or to coach people in real estate?

Suneet Agarwal: For me, today is much more profitable to run the real estate coaching and consulting company, yeah, and also profit’s great, but I want to have fun with the stuff that I do, and I want to see the impact of what I advise people to do actually happen. And when you’re dealing with more business owners compared to everyday grinders, it makes me feel better, and I enjoy it more. There’s more fulfillment.

Brad Weimert: Meaning with the coaching company, you’re dealing with higher performers?

Suneet Agarwal: Yes.

Brad Weimert: Yeah. Often, there are lots of industries that I’ve assessed both from an operational perspective and from an investment perspective, where I look at them, and I’m like, mechanically, that is a great opportunity financially, and it sounds terrible to me. So, like, I don’t invest in mobile home parks because I know that they’re a great asset class. I have no interest in operating them, mostly because it’s difficult to get high-performing operators in that asset class who are going to live on site and manage the park, right? It’s not zero, right, but, like, in general, more difficult. And there’s also something to be said for large-scale call centers that are like, yeah, they can make a lot of money. And, man, managing a call center sounds brutal.

Suneet Agarwal: I own one. You actually do the payments for my call center. Yeah.

Brad Weimert: Amazing.

Suneet Agarwal: Yeah.

Brad Weimert: Well, it’s great to find that out.

Suneet Agarwal: Yeah.

Brad Weimert: Okay. So, this leads to a question that I like to ask and talk about, but are real estate agents the most overpaid professionals on the planet?

Suneet Agarwal: No, not at all.

Brad Weimert: How do you rationalize agents getting a percentage of the sale as opposed to a flat fee for the sale? Do you think that a $10 million house is…?

Suneet Agarwal: Either you or me have talked about this ad nauseam, and I know the way that you feel. So, me trying to convince you otherwise, I’m not going to do it.

Brad Weimert: I don’t want you to try to convince me. I want you to state your points for why real estate agents should be paid a percentage of the sale for the world, in general.

Suneet Agarwal: Well, it’s not the world, right?

Brad Weimert: Okay, the little audience that listens to me.

Suneet Agarwal: North America is, well, okay, for the context of this, well, North America is where this is prevalent with a percentage, right? I mean, look, people have different expectations. If you want me to sell your super fancy, multi-million dollar house, and you want me to market the hell out of it and spend the amount of money, like that takes time, and I’m not getting paid up front. If somebody wants to pay me a retainer for my time, I charge a lot per hour. If somebody wants to pay me a retainer up front to list their house, I might be willing to negotiate a bit, but ain’t nobody doing that. So, a percentage is what makes sense. I’m getting paid on the success that I have on getting you the most amount of money that you want.

Brad Weimert: Yeah, I guess, from that perspective, I look at it as like an imperfect incentive structure.

Suneet Agarwal: Totally.

Brad Weimert: Right? So, like the people that really see it as an incentive structure, go after the big houses, put a ton of energy in to make it worthwhile, but the masses have this weak incentive structure in place, which is not always aligned, and that’s where it gets the bad rap.

Suneet Agarwal: Yeah, from you, especially, yeah.

Brad Weimert: From me. Yeah, exactly.

Suneet Agarwal: Same time, right? Like, real estate brokerages have their hand out and take a big chunk of that. Like, I still got to pay taxes on that as a 1099 person, right? And now, like, some big percentage of transactions are generated through Zillow. Do you know that Zillow wants 40% of the commission?

Brad Weimert: Damn.

Suneet Agarwal: Yeah.

Brad Weimert: Well, I mean, look, in the world of previously, we had disclosed MLS structure, and the value of the real estate agent or brokerage was that they could get you on the MLS. And today, today that’s been democratized through Trulia and Zillow, etcetera, a few other platforms, Redfin, and so they’re doing a lot of that for you, right? They are distribution.

Suneet Agarwal: There’s a lot of lawsuits happening right now, big one, against that whole structure with the private MLS, the democratization, like, lots of big lawsuits.

Brad Weimert: There are a lot of lawsuits between the taxi lobby and Uber as well.

Suneet Agarwal: Yeah, there sure was. Yeah.

Brad Weimert: I know how that’s going to shake out. I mean, look, you can’t protect the free market. You shouldn’t be able to protect the free market in the US. And I think that this is an example of, like, when democratization happens, and it’s better for the masses, you’re going to get a ton of lawsuits from the incumbents that make a lot of money.

Suneet Agarwal: Totally.

Brad Weimert: And we’re seeing it slowly. It’s just there are a sh*t ton of realtors out there. Speaking of, the National Association of Realtors says that the average realtor sells five houses a year, but when you factor in all of the licensed agents that sell nothing, that number comes down to less than one house a year.

Suneet Agarwal: Yes. So, that’s a very interesting stat is because a lot of things are not reported correctly. For example, there are big teams just like mine. Let’s say that they sell 1,000 houses, right, and that they have 100 agents on the team. There are many team leaders who will take 100% credit for those 100 houses. Meaning, when the National Association of Realtors looks at all those 100 agents, they all didn’t sell sh*t. The team leader sold 100 or sold all the houses.

Brad Weimert: Well, okay, that’s interesting.

Suneet Agarwal: Yeah, it’s super interesting.

Brad Weimert: What you’re alluding to is that it skews the statistics. So, it makes more sense to say the average realtor sells five than it does to say there are a whole bunch of people selling zero.

Brad Weimert: Totally.

Suneet Agarwal: And at the same time, like, how many realtors, I don’t know the exact stat, but how many realtors are part-time?

Brad Weimert: A lot, but that’s kind of my point. It’s less of a knock on where I’m going with this, really, isn’t that all realtors are lazy, which I don’t need to say that. It’s more about my point of interest with it from a statistical perspective is like you have a brokerage, and when you look at the number of realtors that are part time and that don’t sell a lot of stuff, how do you build culture in an environment, in a brokerage where you have people that are just not as engaged as a key performer?

Suneet Agarwal: Yeah. So, I mean, you look at any kind of 1099 organization, right? Not specific to realtors. Like, how do you build culture around a bunch of independent contractors who don’t have any responsibility to do sh*t, just maintain their license? Culture is created by the people that show up. And then you have subcultures of the part-time agents. Like, we have part-time agents now who don’t show up to anything and don’t sell anything. I no longer work with them in my organization, as I’ve scaled back, but they don’t have an impact on culture. And maybe your culture is a monthly happy hour. But, like, what other independent contractor type of organization can say they have a strong culture? I can’t think of any.

Brad Weimert: I come from an interesting place, growing up selling knives.

Suneet Agarwal: Cutco baby.

Brad Weimert: That’s right. Functionally, door-to-door, and not quite, but they had a tremendously strong culture, and the Vector Marketing is a company that owns them. And the statistics at the time when I was there were that the average rep would lose like $2 over the course of the summer, right? They would spend $140 on a sample kit, and on average, they would make $138 at the time.

Suneet Agarwal: Brutal.

Brad Weimert: Right. Now, that’s the average. But these are college kids also, right? It is brutal so often, like their parents would buy the sample kit for them, and then they would make $140. But the thing is, and then I, on the other hand, made $100,000 plus selling knives when I was 18. The thing is, the culture was so strong, and it was such a community of engagement, motivation, learning that people stuck around all summer. So, the only way that that works is if you have this crazy strong culture. And so, I think I grew up in a place of learning some of those lessons, many of them I don’t do a good job implementing in my own companies. But I think it’s a really good question. So, what are the things from your perspective that do build a strong culture with 1099s that don’t have any real responsibility or to the organization itself?

Suneet Agarwal: Yeah. I mean, I think it really comes down to leadership, right? Like, is the leader leading from the front or leading from the back? Is it like Mel Gibson and Braveheart rallying his troops, or is it like the Kings on the other side who are sipping the tea and enforcing their soldiers into battle, right? So, leading from the front is a great way to inspire people into action, instead of, like, forcing people into doing something which you’re not going to get a culture or any kind of buy-in on that, right? Having great staff, something that I think is big on culture, and a bunch of independent contractors, is using Slack really well. Making Slack fun, right? Having those activities, recognizing the people doing the right things.

Because there is a bigger culture, but in these sales organizations, just like Cutco, there are the subcultures like you hung out with the other dudes that were killing it, not with the people that didn’t sell sh*t, right?

Brad Weimert: Yeah, 100%.

Suneet Agarwal: Same.

Brad Weimert: So, I love that. Do you have to be an independent contributor in order to lead from the front?

Suneet Agarwal: Meaning, do you need to sell?

Brad Weimert: Yeah, exactly. Meaning, do you have to be the top salesperson or wine maker?

Suneet Agarwal: Yeah. I mean, look, like I lead from the… That’s a good question, Brad. I lead from the front because I work my ass off. There is no question of anyone in my environment, right? I will work my ass off. Does that mean I still sell? No, I don’t sell at all. In fact, you don’t want me as your realtor. I’m not going to do a good job. I’m way too busy, right? But knowing that I work, knowing that I’m getting stuff done, I promote the hell out of myself, right? Everyone sees it. I can lead from the front without directly being in production.

Brad Weimert: Yeah, I like that. There is my like internal salesperson always wants to lead from the front, from a sales perspective.

Suneet Agarwal: Totally.

Brad Weimert: I think that’s a transitional lesson as you grow a business and add more staff and go sort of through the levels, is to remember that you have to figure out the way to lead in a new role, right, and what that looks like.

Suneet Agarwal: Absolutely. And you know, this transition, I’m transitioning right now into this executive role with the acquisition. Like, it’s not easy and it’s expensive. It probably cost me more money than it made me once upon a time. Maybe not true, but at least I’ve felt that way, right? I’ve developed other leaders in my business who do lead from the front. And when I advise, smaller team leaders, smaller entrepreneurs in the real estate space, we tell them, lead from the front.

Like if you want your team to prospect on the phone, well, then you should f*cking prospect on the phone too, and everyone should know that you’re doing that, right? And I always use that Braveheart example, right? Are you leading from the front? Are you leading from the back?

Brad Weimert: Yup, I love that. Do you think that real estate brokerages are going to be dead in 10 years?

Suneet Agarwal: I think that there is a big shift in the traditional real estate brokerage model, and we see it every day. Over the last, I would say maybe 10, 12 years, there’s been the advent of cloud-based brokerages, right? One of the biggest ones is EXP, and then the one that I’m associated with is LPT. And there’s some other upstarts that we don’t need to talk about, but they’re providing all the services of a brokerage without the brick and mortar allowing for the teams to lean on the backend.

It’s like a backend, right? Like I owned a brokerage. I had compliance, I had licensing, I had liability, right? All those things didn’t make me any f*cking money. They’re fixed, right? So, now, I’m able to focus by being at a cloud-based brokerage. I’m able to focus on the dollar-making activities while letting the compliance and the bullsh*t and all the infrastructure and the liability by leading on a bigger organization who has way more money than I did in my small brokerage, who are able to handle that stuff with a team of lawyers instead.

The brokerage used to be the only way to have agents work underneath you, right? Now, the real estate team is the future. I am extremely bullish on more bigger teams, taking more market share and the old school brokerage style, I don’t need to say anything, but the ones whose signs you see in your town for your whole life, right? All these old school names, they’re slowly dying out in my perspective, as the teams grow bigger and do more business and provide more to the agents and provide a better opportunity for the agents to be successful, because that’s literally what’s happening, right? And the brokerage just kind of serving as the platform to do business instead of the all-encompassing everything.

Brad Weimert: When do humans in the real estate transaction become less relevant or not relevant?

Suneet Agarwal: I love AI. Small thing. I wrote one of the first ChatGPT courses to ever hit the market, so shout out to me. But it came out two weeks after ChatGPT came out, right? I think I told you about that. Yeah.

Brad Weimert: No, you didn’t. Let’s close the loop on real estate and you tell me about that. That’ll be a good transition into the rest of the AI stuff.

Suneet Agarwal: Yeah. So, like, do I want an AI to negotiate for me and advise? No. Think about the average homeowner, average home buyer, not me and you. They buy two or three houses. What? Did you buy two or three houses last year, right? Like…

Brad Weimert: Yes, I did.

Suneet Agarwal: Yeah, all right. So, we can negotiate better, but the average state worker here in Sacramento, they don’t have time to mess with all that sh*t. They’re looking for a consultant to help them through, which is probably the most money they’re ever going to f*cking spend, right? And I love Claude, and Claude is smart. I ain’t going to trust it with all that.

Brad Weimert: Yeah. Don’t you think we’ll get there though?

Suneet Agarwal: Dude, maybe, but I don’t see it. Lots of people are forecasting that those successful people in real estate in the future are the bigger teams with a great understanding of technology. I mean, look, I became number one team in California within six years of being licensing because I understood marketing, technology, and lead gen, right? Now, I can do all that stuff 10 times as fast by using AI. So, that’s where the advantage will come, right?

We ran this thing with Zillow. I used to buy and sell all the houses for Zillow in Sacramento with a couple thousand houses over a couple years. And we experimented with allowing consumers to go to the house themselves by getting access and all this, right? Number one, it created a safety issue because all of a sudden, now people were scamming and just getting in the house and moving f*cking in, right?

Brad Weimert: Well, you’re in California.

Suneet Agarwal: Well, you’re in Texas. Same sh*t’s going to happen, right? At least in Austin, I don’t know about Dallas, but…

Brad Weimert: It’s easier to get squatters out of a house in Texas than in California. So, I hear.

Suneet Agarwal: Definitely, definitely. And people still wanted to talk to an agent. Is there a time where you go see the house yourself and the security does that good of a job that eliminates the need for an agent? Look, if I own a house and I’ve lived there and I’m letting strangers come in and look at it, I’m not going to let some AI manage that, dude. Like, people are going to steal my stuff. But everything is changing, right? Like, tell me where I can go get a robot that’ll show some houses and I’ll go buy 10 of them right now?

Brad Weimert: It’s coming, man. It’s coming. Elon, it’s approaching March of 2026 and Elon just shut down the Model S and Model X plant so that he can just go full tilt building humanoid robots, I mean.

Suneet Agarwal: Yeah, I know.

Brad Weimert: It’s coming. Okay, so you built the first ChatGPT course. I know that you’ve been leaning super heavy on AI to fuel the consulting company that you just sold and your own content generation. Tell me about the creation of that course. And was that just a money grab or how did that come to be?

Suneet Agarwal: Well, remember Jarvis when we all used that. That was the coolest thing ever.

Brad Weimert: Jarvis being the email platform?

Suneet Agarwal: Jasper.

Brad Weimert: Jasper, then Jarvis, then whatever. Yeah, I know those guys. They’re headquartered in Austin.

Suneet Agarwal: Yeah. So, I used the hell out of Jasper and we used it for copy and everything back then. And then when ChatGPT came out, I was, “Oh, dude, I wonder if I can make a course because I’m using the hell out of it after one week and have been using Jasper for a year or two previously.” And I made a course and I aimed it at realtors and it did really well. And it really opened my eyes to a lot of the AI and I just dove deep. So, yeah, over the last couple years, I’ve been able to scale multiple businesses and my own personal brand by going hard into AI.

Brad Weimert: What are you doing today to leverage AI for content production? And what have you done in the last six to 12 months?

Suneet Agarwal: Oh, God, everything.

Brad Weimert: Those questions are so funny to me because I know that when you listen to this stuff two years from now or five years from now, it’s going to be ridiculous. But right now, it’s super relevant.

Suneet Agarwal: Yeah. So, I use Claude all day, every day for content creation, written copy on all the social media platforms, email, marketing copy along different websites and webinars. I use Gemini to scale massive amounts of information process, massive amounts of information. And with social media and just marketing, look, we can get the data on any post that we do on any platform, right? So, I pull all the f*cking data, look for things that have worked across 12 months, 16 months’ worth of data. The AI is able to pick that up and the AI is able to retool what works to make more content that works. And it’s worked really well.

Brad Weimert: When you say pull the data, are you saying pull your own or pull your competitors’ data and look at the posts stay up?

Suneet Agarwal: So, I used to pull the competitor’s data, but now, I’m just focused on my own because like I used to always pull like Hormozi’s stuff from Metrical. Well, I ain’t Hormozi, right? So, like, where he was when I pulled his data compared to where I was when I started this, it’s on the opposite ends of the spectrum. So, I’m going to focus on my own audience and my own stuff that works instead of trying to copy someone else’s stuff that works.

Brad Weimert: What’s Metrical?

Suneet Agarwal: Metrical is a social media scheduler. I don’t use it anymore, but it did give you the data from your competitors. I mean, now you can do all that and go high level.

Brad Weimert: Interesting. Yeah, I’ve interviewed both Robin and Shaun from HighLevel at different eras in the HighLevel growth path, which is pretty interesting.

Suneet Agarwal: Yeah. That’s been cool.

Brad Weimert: It’s awesome. Like, I mean, I had Shaun on Beyond a Million two years ago and Robin earlier this year. Yeah. So, where’s the line for content production right now with something going out that’s fully AI or email or any other content that you’re producing? How much is 100% AI? And how much do you use AI as a starting point and then you tweak it, hone it yourself?

Suneet Agarwal: 95% AI.

Brad Weimert: Damn. Awesome. I love that.

Suneet Agarwal: Yes. But then again, right, like, I’ll take a podcast, I have a podcast and I’ll do different guests and I have all the transcripts saved on a board where I can tell Claude to go process all the transcripts and find me good posts. So, it was something that, it was a real conversation, but the AI is mining for things that work according to the data that we have seen works, right? If stories hit about this, go find more stories in my transcript folder and retool them so we can also make them hit.

Brad Weimert: That’s great. So, mechanically, what you’re doing is you’re creating transcripts of anything that you’ve done, audio or video, putting them in a folder. Are they all independent files in a folder and then you have Claude go look through them?

Suneet Agarwal: Yeah.

Brad Weimert: Awesome. So, to that end, if 95% of what you’re doing is AI generated, you just sold the company that was producing all this stuff and putting it out. Do you think that information marketing and coaching is going to die?

Suneet Agarwal: So, right, this is about content and marketing. The information and the coaching comes from experience and perspective, right? I’ve done thousands of coaching calls. I’ve scaled hundreds of teams. I’ve scaled my own team from somebody who got raided by the feds to number one in f*cking Cali, right? So, there’s lots of experience and lots of reps.

The AI doesn’t have that. And the AI doesn’t have the stories and the emotions and the feelings. So, for the content creation, it’s fine because it’s mining what I have, right? But for the actual IP, it comes from reps and receipts.

Brad Weimert: I like it. So, why sell now?

Suneet Agarwal: Why do the acquisition now?

Brad Weimert: Yeah.

Suneet Agarwal: Oh, dude, it’s greatest opportunity I think I’ve ever had.

Brad Weimert: Oh, yeah?

Suneet Agarwal: Yeah.

Brad Weimert: I sat with you a few months ago and you told me the numbers around what you were making from the real estate coaching business and the brokerage, and as you said at the beginning of this conversation today, you make a lot more from the consulting company.

Suneet Agarwal: Well, that’s also where my focus is, too.

Brad Weimert: Yeah, that makes sense. And you mentioned why, which is that you had an opportunity to work with high performers and that’s tougher to do when you’re selling houses and working with real estate agents.

Suneet Agarwal: Yeah.

Brad Weimert: So, what was the makeup of the business and what were the terms of the sale? Whatever you can share. And what did that look like?

Suneet Agarwal: Sure. So, the makeup of the business is one of my mentors who has done a lot for my life and was my coach and who I coached with. He blessed this and we built it. We built it with almost all organic marketing. Very little lead spend. We may have spent 20 grand and three years on ads, right? All organic social. No debts. And because of the success of the business, we had buyers who were interested in buying it, right? And the buyer is the person who owns the brokers that I moved all my agents to. So, it was a cohesive LPT, yeah.

The CEO and founder of LPTs are badass. He’s a guy who owned a small mortgage shop and obsessed over all of Dan Kennedy’s books and courses, implemented them all, and made one of the biggest mortgage companies in the state of Florida from direct response marketing, TV, direct mail, right, radio, straight Dan Kennedy playbook, Brad.

Brad Weimert: Amazing.

Suneet Agarwal: And you know me, dude, like that got me pumped, right? So, to be able to team up with somebody like that with a capitalization and the opportunity and already the attention that he has along with a direct response background, that’s a match made in heaven for me, bro. So, it’s really exciting. We got a lot of good stuff coming, a lot of good stuff coming. And at the end of the day, in three years, I was able to scale a consulting company, not a SaaS product, a consulting company into a multiple figure, like a good frigging exit.

Brad Weimert: What were you selling specifically? And what did the escalation path through that look like from a customer journey perspective?

Suneet Agarwal: So, team leaders who want to scale their real estate business, right? And it’s not just a one-dimensional path, right? Like there’s multiple angles, recruiting, lead gen, operations, admin, accountability, leadership, right? And previously, in coaching, those were different segments of different coaching programs. So, I put it all into one along with the tech that they need, along with training the agents, not just the owner. And many people resonated with the offer and it worked out.

Brad Weimert: And what was the offer? What were the price points that people bought? So, I like the nuances here because you look at people that are launching stuff like that or are living in a place where they’re selling information or coaching. I know the model, but most of them are not sellable and most of them are messy at best. So, did you have a– you’re posting content all the time. You said you got f*cking, what, 31 million views or something in the last 28 days?

Suneet Agarwal: 37, yeah.

Brad Weimert: 37, let’s not discount those 6 million views.

Suneet Agarwal: Yeah, it’s a lot, dude.

Brad Weimert: It’s crazy. And so, what’s the front end of that funnel? What are you selling people for a low dollar amount, if anything?

Suneet Agarwal: There’s no ascension. There’s no ascension, dude, which drives me crazy too. It’s straight to high ticket.

Brad Weimert: Okay. Well, I see a lot more of that today. Are you doing– so you have a bunch of content and then eventually, you’re making an offer for some high ticket. What was the dollar amount?

Suneet Agarwal: It’s six grand a month, our 7% of top line revenue, whichever is greater.

Brad Weimert: Wow. And so, do you push them into like a DM and sell them through a DM? Do you schedule calls? Do you have setters that do that?

Suneet Agarwal: No, I mean, dude, I do a webinar every month and it’s all organic traffic and we follow up with the webinar registrants, my email list. I mean, also, this is a small audience, right? These are people in a real estate. It’s not making money for everybody. It’s not just selling how to make money, right? It is not selling how to do an affiliate f*cking program, right?

It’s specific to the avatar. I have credibility in the audience from my success and from my social media and my organic marketing. We push people into a webinar organic and just, I have a podcast. We talked about the podcast. When I first started, this, your podcast was inspiration for mine to work with new businesses. And I have one awesome salesperson and one setter. We just grind it out, man.

Brad Weimert: Wild. Okay, well, I know you’ve got a call with your new boss coming up shortly here now that you’ve sold into a corporate company. What beliefs did you have about money, success, or leadership when you started on this journey in 2014 or earlier that you now think are wrong?

Suneet Agarwal: F*ck that I now think are wrong. Like, you know, here’s the thing with me is I wake up, I work my ass off, and I try to be a good person and do what I say while promoting myself, right? That’s all I’ve ever done. It’s worked out, right? There were times in leadership where I thought there was some secret pill. Oh, if I hire this coach, they teach me this one script, then everything’s going to f*cking change. No, nothing’s going to change. There’s no one specific set of ad copy that’s going to change everything.

I used to look for stuff like that for the silver bullet, right? And I believe that that existed. And what I found out is that it doesn’t, right? Like, the real trick is grit, work hard, get your hands dirty, right? There’s a quote by Arnold Schwarzenegger that I love and I say it often, early to bed, early to rise, work like hell and advertise.

Brad Weimert: Dude, Arnold Schwarzenegger is a beast.

Suneet Agarwal: Beast. But that’s one of his mantras. And it makes a lot of sense. I woke up hell early this morning, went to the gym, working my ass. I got, I’m straight till 5 p.m. on calls. It’s 8:56 right now, right? And I’m going to promote the hell out of myself and show up.

Brad Weimert: Do you have any rules around protecting family and family time while trying to produce a lot for the business?

Suneet Agarwal: Well, work-life balance does not exist. Work-life integration is the best that you can do, right? I mean, I’ll create content on the weekend, but like, ultimately, I adhere to a schedule. My schedule is dialed. I think that’s one of the secrets to success. I know you’re the same way, right? Like, our schedules are dialed, and that’s the first thing.

Everything that’s important should live in the schedule. Breakfast is in my schedule. Waking up, lunch, dinner, putting the kids to bed, it’s all my schedule, so it has to be done. So, the important stuff that you want to get done needs to live somewhere. And we can go a little bit longer, dude. I’ll be okay.

Brad Weimert: Ah, your new boss is not that important.

Suneet Agarwal: No, the call is not, but the deposit with somebody else, but yeah.

Brad Weimert: I love it. Yeah, that’s great, man. Well, look, if you’re looking at, let’s say you have a successful business today, like you have had with the brokerage, and you want to start promoting yourself building the opportunity to have more credibility leverage as a personal brand or to create information and consulting with the tools that exist today, how do you look at starting that? Let’s say you want to go from nothing to building something in the next six months. How would you approach that?

Suneet Agarwal: Yeah. I think the personal brand is the biggest gold rush happening right now. And I’m sure that you feel the same way, right? Like, work on your personal brand. A very easy way to do that is post like hell on social media. Find the one platform that you like, find the one platform that likes you back, right? For me, it’s Facebook. It’s not YouTube. My YouTube channel f*cking sucks, right? And I have a YouTube coach. But I found the platform that works for me and I go all in and go hard.

And like, when you’re creating an info product or some kind of coaching or consulting program, you’re only talking to yourself like two steps back, right? So, what could you tell yourself last year that would’ve helped you now? That’s your avatar. It helps for me. I’m not some like outsider that said I’m going to be a real estate coach. I was the number one f*cking guy in the fifth biggest economy in the world, right? I kind of knew my sh*t.

Brad Weimert: Yeah, I think that that’s an important takeaway for everybody. There’s nothing that I dislike more inside of the coaching space than people.

Suneet Agarwal: Selling how to be a coach?

Brad Weimert: Yes, trying to– well, you know what’s funny is that I know people that sell how to be a coach that are really good and that are like, they have expertise in coaching. But I do not like how common it’s become for people to get on and teach about something that they just have not, they don’t have the reps, right, haven’t done and haven’t been there.

Suneet Agarwal: Yeah. Especially with the AI slot now, you can look up anything and say that you’re an expert.

Brad Weimert: Yes. So, let me go to that. When you say that 95% of the content you push out is AI driven. How do you ensure that the stuff you push out does not end up being AI slop?

Suneet Agarwal: So, it comes from real experience, right? It comes from my reps. It comes from my expertise just because I’m having AI minute on the transcripts I have, right? So, it’s not like it’s making up fake sh*t. I still review and look at everything, but it’s mining the stuff. For example, I’ll do, I don’t know, 100 coaching calls a month or something, right? I log the transcript for every coaching call and there’s so many nuggets in there. So, it’s real stuff that’s being shared. The AI is doing the mining. The AI is doing the copywriting.

Look, I took every copywriting course that ever came out. I became a much better copywriter when I found ChatGPT, right? Like, straight up. I took every copywriting course. I wasted so many years on copywriting courses.

Brad Weimert: Yeah. Well, look, so that’s one of the things that when you say, I don’t want AI negotiating a house for me, I challenge that because like in a lot of ways, I’ve spent countless hours in high-level negotiations and I’m a human. Maybe I slept like sh*t last night. Maybe I forgot something. Maybe my emotion gets teed up in some way, right? Maybe I just don’t play it quite right in the moment, right, in the split second that I have to make a decision about which path to go down. And obviously, AI, at this point in time, hallucinates, but if it’s trained on all the Dan Kennedy information and it’s interpreting…

Suneet Agarwal: Good idea to make a bot.

Brad Weimert: Yeah, every single interaction with all of that information, at least I know that it’s going to be referencing that stuff with each decision, and so I’m curious to see where we go with that, but I certainly, for me, it’s a really good filter to help me think about what the next path will be if I’m creating it.

Suneet Agarwal: Yeah. I mean, here’s the thing, like I will put all the relevant data into AI to help it look at different angles and go to first person thinking, right? However, I’m not going to blindly follow the suggestion. You’re a high-level negotiator who has massive reps. The average home buyer is not. They’re estate worker who is worried about what they’re going to feed the kids for dinner and whether or not they can afford their new mortgage payment. Like, they’re not thinking about any of this stuff.

Brad Weimert: Yep. What advice do you have for a 25-year-old entrepreneur getting going?

Suneet Agarwal: Man, get to f*cking work. Get your schedule dialed, promote the hell out of yourself, and work your ass off. Work your ass off. Growth takes sacrifice. Be ready to work. Be ready to sacrifice, right? There’s no trick. Show up every day. Do the stuff that you– if you say you’re going to do something, do it and then promote yourself.

Brad Weimert: Love it. Suneet, where do you want to point people at this point in time? How can people find out more about you?

Suneet Agarwal: I mean, yeah, just go to my Facebook, Suneet Agarwal. If you’re in real estate, I just put out this book, Team Leader Secrets. You can go to TeamLeaderSecrets.com and just follow me on social. I would love to chat, especially if you’re in real estate, looking for a coach or consulting. But I just want people listening, I know we have a wide variety of entrepreneurs listening on here. Like, everything you want is closer than you think. You just get out of that value despair. Keep going.

Dude, when I got rated, like I never thought sh*t would be the same again. When I was the number one agent in California, I thought I had finally made it. I’ve had all these opportunities where I think, oh, this is it. This is it. But they keep on coming. Dude, so be open to all the goodness in the world, right? Like, before we get into all kinds of manifestation and all this and journaling, which is all stuff that I love, but it is possible for you to live the life of your dreams and I’m just proof of that.

Brad Weimert: I love it, man. Dude, well, when you get to Austin, we’ll get a round two, but I appreciate you carving out time today.

Suneet Agarwal: Yes, thanks, Brad.

Brad Weimert: Thank you, man.