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Stop Networking & Start Friendworking with Jesse Zagorsky

  • Writer: Colby Casoria
    Colby Casoria
  • Apr 15
  • 3 min read

This week’s EMC Mastermind was pure gold for real estate pros looking to build authentic, high-converting relationships. Special guest Jesse Zagorsky—longtime broker, EXP leader, and master connector—shared his signature strategy: “Friendworking”.


Recorded EMC Monday Mastermind with Jesse Zagorsky | Hosted by Every Move Collective

If you missed the live session, don’t worry. Here’s your shortcut to all the actionable wisdom in cliff notes form. Let’s dive in 👇


💡 What Is Friendworking (And Why It Beats Networking)


Jesse opened with a bold promise: he’s made over a million dollars by making friends—not “networking” in the traditional sense. His approach? Ditch the shallow small talk and build real relationships that naturally convert to referrals, deals, and long-term growth.

🔑 “You can get anything you want in life by helping enough people get what they want.” – Zig Ziglar (and Jesse’s foundational philosophy)

Friendworking = authentic, strategic relationship building with people who can send you not just one deal—but many.


🎯 Key Concept: Channel Accounts


Jesse coined the term “channel accounts” to describe contacts who are worth far more than a one-time deal. Think attorneys, past clients, builders, lenders, or relocation officers—anyone who could become a steady referral stream.

He explained how he grew his business during the 2008 crash by focusing on REO relationships. One asset manager alone sent him 61 listings in a year—all because of the intentional friendship he nurtured.


✍️ Friendworking in Action: The Power of Thoughtful Gifts


Jesse dropped incredible examples of how personalized, creative gifts can anchor relationships:


  • 🎁 The Oxygen Mask Story: After a client said she “couldn’t breathe” from stress, Jesse mailed her a real airplane oxygen mask with a note—something she kept on her wall for years.


  • 📖 Scratch-and-Sniff Book: A playful Dr. Seuss-style storybook about life as a foreclosure broker—sent to asset managers who literally read it to their kids. Talk about unforgettable branding.


  • 🎽 The Shirt Off His Back: Yes, he’s even given away his literal clothing for a personal connection.


Moral of the story: thoughtful, relevant, and authentically you gifts = a long shelf life in someone’s memory.


📚 The Friendship Formula (From "The Like Switch")


Jesse introduced a powerful framework adapted from FBI agent Jack Schafer’s book, The Like Switch:


🧠 Relationships = Frequency × Proximity × Duration × Intensity


Breakdown:

  • Frequency – How often do they hear from you? (Think: social media, DMs, video texts.)

  • Proximity – How close are you, physically or digitally? (Video helps simulate face-to-face!)

  • Duration – The longer the interaction, the deeper the bond. (Zoom, lunch, even DMs count.)

  • Intensity – What’s the emotional depth? (Talk about life, not just business.)


✅ Pro tip: Even introverts can thrive by starting small and scaling up interactions with the formula above.

📲 Tactical Takeaways You Can Use Today


  1. Send 10 video texts per day – Doesn’t matter what you say, just be genuine.

  2. Comment meaningfully on client posts – Not just a heart emoji. Use a sentence that shows you care.

  3. Use experiential, personalized gifts – A $12 item can bring a 6-figure return if it’s memorable.

  4. Attend events – Proximity matters. Go to masterminds, meetups, and local pop-bys.

  5. Talk about life, not weather – Ask people about their story, not just their stats.


🧭 2025 Outlook: Pivot with Purpose


Jesse reminded us that 2024 was one of the lowest transaction years since the 1990s. In 2025, it’s all about pivoting strategically:


  • Focus on life-change clients: birth, death, divorce, relocation.

  • Build relationships with military contacts, builders, and channel partners.

  • Use Friendworking to gain trust and stay top-of-mind as the go-to expert.


👥 Final Thoughts: Friendworking Is a Learnable Skill


Whether you’re a social butterfly or a quiet observer, friendworking is not just for “people people.” It’s a skill set, not a talent. And it’s one worth mastering.


💬 “If I can do this with major ADD, systems, and strategy… anyone can.”

🔗 Want to make a genuine connection? Book a call with Eva & Colby: https://bit.ly/3WFoeBT


🎯 Subscribe for more EMC Monday Mastermind sessions: https://www.youtube.com/@EveryMoveCollective

 
 
 

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