Real estate agents—I’ve got a question for you.

Have you updated your listing presentation in the last 12 months? Hopefully you have. If you haven’t, now’s the time to do it.

Because we’re in spring—we’re in the Super Bowl of the listing season. Spring and summer are the busiest seasons for listings, so we should have an updated listing presentation, refreshed and ready for 2026, and have that dialed in.

And by the way, you should have the same thing for your marketing plan—two separate things, right?

Let’s say we’ve done that. We’ve updated and refreshed our marketing plan and our listing presentation.

Now what do you do with it?

Well, you can wait until somebody calls me for a listing appointment, which is great—but you don’t want to wait. You want to be proactive.

So what you’re going to do with these two documents is you’re going to put them out to your sphere.

You’re going to say, through a text, an email, a phone call—it could be an email or even a letter, an old-school l...

The late, great Lou Holtz had a way of speaking. If you’ve never seen him speak, I recommend you go check him out on YouTube. Incredible speaker.

But one thing he taught me was that the way people buy is they ask themselves three questions—the essence of these three questions.

First of all, can I trust you?

Can I trust you?

How are you showing that people can trust you? Online reviews. Written recommendations. Testimonials. Can I trust you? Number one question I have.

Second question is, are you good at what you do?

Are you good at what you do? How are you showing that? Are you showing that you're actually getting the job done, or are you getting what I call resistance from your own sphere of influence—not doing business with you or referring you on a regular basis?

Why would that be?

The reason is you're not showing them you're good at what you do. You're not saying, hey, I sold this. I got this pending. I'm out here working every day. I'm working, working, working, and you're...

Hey guys, if you’re an agent and you’re out there selling real estate, here’s one question that you need to answer.

What is the lifetime value of one client that you close the transaction with?

So you have an escrow, it closes, and you receive a commission. And a lot of agents get in this mindset of, "well, I earned my $10,000."

Is that the lifetime value of this client? Is it $10,000, or is it a lot more than that?

Here’s the way we look at this in our coaching program. In our coaching program, we look at each client having a value, a lifetime value of $161,000. You might say, how do you get to that number? Well, we get to that number with a combination of things.

First of all, ideally, this one client isn’t going to just do one bit of business with you. They often, in a lifetime, are going to do two, three, four, or five pieces of business with you, whether it’s investment properties, whether it’s buying their second home or third home, or relocating and you referring them out s...

In my career, and teaching the ABR® class, the Accredited Buyer Representation class, one of the biggest objections you'll get from a buyer is, "hey, I think I'm going to work with the listing agent directly. I think I can save a few dollars, and I'm pretty tight on my budget, so I think I'm going to try to do that."

What do you say to that? What's your response to that?

Well, it's a valid concern, especially in today's buyer agent world where buyers may have to write a check. Of course, we know that's not super common today. It might be in the future, but in today's environment it's not super common.

So my response to that is very simple. I would say:

"Hey, listen, I totally understand. If that's what you want to do, more power to you. But can I ask you a question—other than the commission, do you see any other benefit from doing that?"

Most people say, well, not really. And that's where you follow up with this:

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"So I just want to plant a seed for you. I want you to think ab...

Hey guys, I want to give you a really easy equation for your business, and it starts with understanding something very fundamental.

Every single listing you take and every single transaction you create will be the result of a conversation you’ve had in the last two weeks.

Hear that: every single listing and every single transaction you create will be the result of a conversation you’ve had in the last two weeks.

By nature, that means if we have more conversations, we’ll have more closings.

That’s the big challenge for many agents out there. They don’t really put numbers to this.

The path is in the math.

When it comes to sales, we often want to think it’s an art form, but it’s not. It comes down to hard work and actually doing the work necessary.

So let’s put some numbers to this.

In our training and coaching, we’ve found that for every 30 conversations you have, you’ll average one closed sale.

So we can really plug some math in here and say, if I want to close 30 transactions ...

What’s your response when the buyer says to you, “I think we're going to put a pin in this right now. We're just going to wait and see what happens with the market.”

Your first response should be, “Hey, totally understand. Let me ask you, what do you see as the advantages to waiting?”

Dig deeper. Figure out what's going on in their heads.

Most of the time they're going to say that they’re waiting for interest rates to drop or prices to fall.

When you hear that, what are you going to do?

You could say, “Well, we'll wait and see with you,” and then follow up in six months. But if you do that, they'll end up signing up on some lead form, getting captured by another agent, going to an open house, or being connected with someone else through a referral, and you're probably going to lose them.

That's the reality.

So instead of doing that, here's what I'd recommend.

Say, “Hey, totally get it. Waiting for interest rates to stop seems like a safe bet, seems like the wise decision to mak...

Did you know that 74% of consumers base their hiring decisions on branding? That means nearly three out of four people are making choices based on how a business presents itself.

So as a REALTOR, how strong is your branding right now? If you looked at all your branding—your website, business cards, presentation materials, and stationery—does it all feel cohesive? Does it represent who you are and what you offer? Or is it a mismatched mess, completely inconsistent?

If your branding is all over the place, it’s time to fix that. Since branding plays such a big role in decision-making, we need to ensure yours is dialed in. Let me share a couple of branding tips I’ve learned from top marketing experts over the years.

One of those experts is my friend Tiffany Wilkerson. She taught me that a brand shouldn’t just be some random, funky logo. Even though she creates incredible logos, the best branding advice she gave me was this: for REALTORS, the most powerful brand you can have is your own ...

Here's a question for you:

If I were to look at your website today—pull it up and review it together—would it truly represent the market or niche you serve? Would it showcase what you actually sell?

Or would it just be a big, beautiful picture of you, with no clear indication of your market? If your website doesn’t clearly reflect your niche, that’s a mistake. Your website should visually and contextually align with the market area you serve. The photos, the language, and the messaging should all match your target audience. This is key to becoming a hyperlocal agent.

A hyperlocal agent is someone people immediately associate with a specific market. So take a moment today and analyze your website—does it truly reflect the area you serve? Making this small adjustment can significantly improve engagement.

Now, let’s take it a step further. Look at your social media. Are you a strong representation of your market there? Are you showcasing all aspects of your local area? Do you have a Y...

What if your next transaction is embedded in your current transactions? This is such an easy concept but often overlooked by many agents. Every escrow you have is a pathway to more escrows. Let me share three key strategies to help you leverage this opportunity.

First, introduce every single person you're in escrow with to your VIP program. You might say, "I don’t have a VIP program." Well, you need to start one. A VIP program simply means telling your clients:

"Now that you’re my client and we're closing this transaction, I’d like to invite you to my VIP club. Here’s how it works: If you hear someone thinking about doing real estate business and refer them to me—even if they don’t close—that act alone makes you a VIP. As part of the VIP club, you’ll get access to special events throughout the year, quarterly prizes, and a grand prize at the end of the year. Plus, for every referral you send, you’ll receive a small gift from me."

Your VIP program can look however you like, but the k...

Hey guys, did you know that only 5% of REALTORS reach out on the one-year home anniversary after selling someone a house?

Isn’t that crazy? Just 5%! And even fewer do it for the second, third, fourth, or fifth year.

But if you’re one of the 95% who haven’t done this, here’s your opportunity. Go back — not just this year, but 2, 3, 4, or even 5 years — and load up the contacts you’ve forgotten about. Give them a quick call today and say, “Hey, I just wanted to wish you a happy belated one-year (or two, three, five-year) anniversary on your home purchase.”

And by the way, take a couple of minutes to run an updated equity analysis for them. Say, “Here’s how much money you’ve made on your house in the past few years. I’m sending you the report so you can check it out.”

If you start doing this every year with all your past clients, your business will boom. This simple gesture can unlock so much potential.

At the end of that conversation, after delivering the home equity update, say thi...