As brokers and managers, one of our jobs is crisis management, as we all know, right? We're dealing with crises all the time.

Agents that come into your office and they say, “I have a problem.”

They all think the problem is a crisis. So I'm going to give you a little tip on something I learned years ago. I call it the “1-3-1 Approach” for helping agents kind of learn to fish.

In other words, teaching them how to deal with the crisis in an effective way. Even if maybe you're not there to help them, you're going to train them how to address a crisis, address a problem that they're going on.

And this is a great retention tool, guys.

So the 131, here's how it works:

First, when they come into your office, you're going to cut to the chase. You're going to identify the problem. So you can identify one problem at a time, not ten. But let's talk about one problem. So that's the 1.

Then we talk about three possible solutions, three possible ways that we could get this issue solved. And I...

I've got a strategy for you when it comes to people that you have recruited.

I know a lot of you see me talking about recruiting and recruiting strategies, but when those people actually do join you, what do you do to make sure that you're going to be able to take this person that's joined you and turn it into even more recruits?

We call this “Linked Chain Recruiting.”

In other words, one person comes, but I'm looking at the other 5 or 10 people I could pull from their office over behind them. I want them to be like a rope. I'm going to pull more people in.

How do I do it? Well, one key way is to make a marker.

What's a marker? I'm going to put in my CRM where I'm tracking my new recruit, my experienced agent who has joined us and add:

What did they do in terms of production for six months prior to them joining, or maybe for a year prior to them joining our company?

Or maybe I just go back a quarter and I say, “Okay, they closed three transactions the quarter before, the three m...

Hey guys, when you look at every real estate market in America as a broker-owner leader, you can probably agree with me that there's only one #1 brokerage in every market.

Now, today, it may be you, or it might not. Odds are it's not. So if we're not number one, sometimes we can say to ourselves, "Geez, how am I going to attract agents if I'm not the top dog in the market?"

We need to change the narrative.

What do we do to change the narrative? We got to reframe what people are looking at.

So I'm going to give you an example of that:

When we are talking about our firm, instead of just focusing on who sold the most, who listed the most, who painted the most, which is what agents get caught up in, brokerages get caught up in reframing the narrative.

For example, by saying, "Hey, let's look at a couple of other metrics of how we can evaluate companies in the marketplace."

Maybe it's the number of years the broker has been a broker. I'm 36 years in the business. Not a lot of people ...

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...

Let me give you a quick, super simple thing that all REALTORS should do.

Once a week—maybe once a month at the very least—you should do the 24-hour report as a live report on your social feeds. It could be a Reel, could be a story.

But what is a 24-hour report?

It simply means you're on your hot sheet in the MLS, and you just read off the stats of the hot sheet. You're going to say something like this:

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“Hey, I just want to give you a quick update on what's happening with the market.”

It's been 24 new listings in the last 24 hours, 18 listings went pending, 32 have closed, and we've got 25 price reductions.

The market is really humming along. We've got a lot of great things.

I saw this really incredible buy come up that I'd love to share with you—if you're looking for a rental property, it looks incredible. We've got another one on a rural property that looks fun too, right on the river.

If any of you have a real estate need, I'd love to be somebody that you talk to. Give me a...

If you're a broker or a team leader, one key thing that's going to make a difference in your ability to keep agents and recruit agents is your ability to deploy AI.

If you're not using AI in your business model, you could be at risk from the brokers and team leaders out there that are really getting heavily involved.

And one of the simplest things we can all do is give our team members AI they can deploy.

What does that mean?

Just a prompt that they can use in their everyday business.

I'll give you an example. We just rolled out an AI prompt for writing ads—super simple—that agents can use to create emotionally compelling ads every time they have a new listing so they can create some amazing ads.

Yeah, it's super simple.

And we just rolled that out to our coaching team.

We also gave them a way to evaluate themselves and how well they are showing up with AEO—answer engine optimization—not just SEO.

We gave them a way to measure themselves on a visibility scale and a 90-day plan...

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...

Hey guys, do you have a client party scheduled for spring or summer? If you don't, you're missing an opportunity. Why? Because the best agents in America generally are doing at least one client party a year, and a lot of them are doing two—the best times to do a client party: spring/summer and fall/winter. So those two types.

And ideally, I would say spring and fall are the absolute best times. Now what's the benefit of doing a party with your clients?

Well, first of all, the benefit is that you're going to treat them as friends. Remember: Friends do business with friends, and friends refer friends. And when you break bread with people, when you have a drink with somebody, when you relax in a relaxed environment, you become friendlier.

You have more conversations that aren't always business related.

So I'm going to give you a couple of tips, two or three ideas, about creating your best event possible.

First tip I will give you is this: it's not about the event size, it's about the...

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...

If you're a real estate agent, I've got an idea for you.

And the reason I got this idea is because it just happened to me. I'm a rental owner, and I got a letter in the mail from a local real estate agent, but he had partnered with a local property management firm. I thought this was a brilliant strategy.

They co-branded the letter, and the letter said something like this:

“Hey, I'm a local listing agent who specializes in working with investors. If you're in need of real estate services, on the buy side or sell side, I'd love to work with you. And by the way, I partner with a local property management firm who would love to work with you on the property management side.”

And it was a brilliant strategy. On the bottom, they had both the logos.

Now, from each company's perspective, they're ancillary and complementary to each other.

They've taken their mailing costs and cut it in half. Think about that. Instead of it maybe being a dollar 50 or a dollar, now it's half, and they can ...