Hey guys, when’s the last time you put an in-search-of ad out on social media? We’ll call it an ISO.

An ISO ad could be as simple as saying, “Hey guys, I have a buyer looking for a home in the Jacksonville area. Three bedroom, two bath, up to $600,000. They’re looking in this school district. If you hear of anybody thinking about selling, please send them my way.”

This has so many benefits you don’t even realize.

You might say, “That’ll never work. I’m not actually going to get somebody who says they’re interested in selling. That’s a waste of time.”

That’s not the point.

The point is that you’re telling everybody in your sphere, everybody in your social media audience, that you are a busy REALTOR and that you will leave no stone unturned in finding homes for your clients.

They’re going to say, not only is Jim busy, he’s actually going the extra mile for his client.

If you do this consistently, you’re helping people see you through a different lens.

Some of you have a problem w...

Hey guys, for brokerage owners and team leaders out there, sometimes you hear that you should be recruiting nonstop every day, really intensely.

As a company that focuses on recruiting and coaching, we will tell you yes — you need to invest at least one hour a day in active recruiting if you want a real trajectory change in your business and to take it to the next level.

But here’s the thing:

What’s more important than the intensity of what you’re doing is the consistency of what you’re doing.

Consistency beats intensity every day of the week. The fortune is in the follow-up.

I want you to think about the runway for the top agents in your community. Maybe you moved companies at some point in your career. How long did it take you to work up to that decision?

As an experienced agent, it probably didn’t happen overnight. It likely took weeks, maybe months, maybe even years to pull the trigger.

What we have to understand is that it’s not about our timing — it’s about the timing of t...

Hey guys, I want to talk to you about a unique way of going after for sale by owners and expired listings, and that is cold texting. Today, we’re going to focus on FSBOs.

With for sale by owners, we know that 92% of these folks are eventually going to work with a REALTOR.

The question is:

Will it be you or your competitor?

If you never reach out, never make contact, and never make an effort, you’re never going to have a shot at getting these listings. You never get what we call an “at bat.”

So how do you get an at bat? You make contact. You build a relationship. You’re never going to close them on the first appointment. Usually it takes several appointments and several conversations to get them to come to you.

Remember, FSBOs typically have a four-to-six-week incubation period. From the time they plant the sign in the yard or post on Craigslist or Facebook Marketplace, within four to six weeks, 92% of them will have worked with or decided to work with a REALTOR.

So what’s our co...

One thing I hear a lot this time of year from brokerage owners and team leaders is, “I’m looking at my budget and cutting costs to increase profit.”

Here’s my message to you: that’s fine. It’s good to be a controller. You don’t want expenses out of control.

But you can’t cut your way to profitability. You just can’t.

What happens is you start cutting services, cutting staff, cutting tools, and cutting resources. If there’s some fat to cut, great. But most of the time, you end up cutting things agents actually like.

You get so focused on creating profit for yourself that you create a whirlpool effect—a downward spiral—for the entire company.

Agents see services being cut, team members gone, staffing reduced, and tools taken away, and they think, “I’m going somewhere else.”

You lose an agent, and your profitability gets worse. Then another agent leaves. Then another. Pretty soon you think you need to cut even more.

You can see where this goes:

You cut yourself right out of busine...

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 ...

For you brokerage owners and team leaders, I’m going to give you three things not to do as a recruiter. Recruiting is the number one task you should be doing every day, but what are the things you shouldn’t be doing when you recruit?

Number one: you should not be cold recruiting.

Cold recruiting means having a master list of people and calling everyone with the exact same message. That is the worst thing you can do. When you recruit, recruit with intention and purpose, and have a warm reason to reach out. There’s been a trigger event that gives us a reason to connect.

This is what we coach in our program: finding warm reasons to reach out that make sense, that are organic, that are authentic—not just making another call on a long list of calls you’re trying to get through that day.

Cold calling is death to recruiting. People know when you’re cold calling, and they shut you down. Then you get upset, disappointed, and feel defeated, and eventually you stop doing it.

You have to have...

Hey guys, one of the things I always tell people when they’re starting out in the business is to watch what top professionals are doing and model other people’s success. When you do that, you unlock a bunch of “secrets.”

I’m going to share one secret right now that you may not have noticed, but once I say it, you’re going to dial in and think, “Ah, I have noticed that.” It’s one of those Captain Obvious things when you really look at it.

People who are doing a lot of real estate sales—$20, $30, $40, $50 million in production—often talk about new sales, listings, and closings by saying things like, “I just sold my friend a house. I just sold my buddy a house. I just helped my friends buy a duplex.”

Everyone they talk about is their friend.

Then you reflect on your own business and ask, “Why am I not selling as much real estate as they are?” They put their pants on one leg at a time just like me. They’re not working ten times harder than me.

The reason is simple: they have more frie...

When you're turning a page with your company and saying, “We want to take our business to the next level. We want to grow. We want to have a year of growth,” what does that actually mean in practical terms? How do you put that into motion in a real, meaningful way?

The first step is to set goals for your firm. You need recruiting goals. You need listing goals. You need sales goals, and you need closing goals.

The recruiting goals fall squarely on your shoulders. You have to figure that out. You have to dive in and work a system, a program, a path to performance. We give you that through the brokerage coaching we offer.

But the other three goals—sales goals, listing goals, and closing goals—are the responsibility of the entire team.

It still falls on your shoulders as a leader, but it also falls on the shoulders of everyone who works for you.

Here’s what you should do, and what most brokers do not do. You need to ask, “What is our closing goal? What are we trying to do on a monthly...

Hey guys, here’s a great message to put out to your SOI, and specifically to buyers who may be on the fence about entering the market.

A new study just came out from HousingWire showing that 40% of listings on the market today have had a price reduction of some kind. That’s higher than the last two years—higher than ’23 and higher than ’24.

That makes this a great time to be a buyer, especially if you’re a bargain shopper.

So what’s the text? You could simply say:

“Hey guys, if you’re out there wanting to find a bargain in today’s market, the time is right. Forty percent of listings on the market today have had a price reduction of some kind. Some sellers are more motivated than others. If you’re ready to start shopping, this may be the best time to shop for your next home.”

And that’s true.

Now is a great time to be a bargain hunter. Put that message out. Shake up some interest. Get people looking at homes.

It’s a great time to be a buyer.

Hope this helps. If you want more ide...

I’ve got a question for brokerage owners and team leaders:

If you could wave a magic wand over your business right now and hire somebody—a staff member—and money was no object, what would that position be? What would that full-time person look like coming in and helping your company?

What would that position be for you?

A lot of people would say, “I’d hire a social media director.”
Some people would say, “I need a marketing person.”
Others would say, “I need a TC,” or “I need an inside sales agent,” or “I need a tech person. I need a technology expert in my company.”

Or you might say, “I need somebody running my Google Ads or my Facebook Ads. I need somebody in that room.”

All of us have different needs, but I want to go deeper with you on this.

I don’t want this to be a dream. I want this to be a reality. And the way we do that is by identifying your hiring trigger.

For all of us, that trigger is going to be dollars flowing through the front door. We need more revenue coming in t...