As a real estate brokerage owner or leader, it’s like having your own store. That’s why I want you to imagine opening a store - a jewelry store, a clothing store, a grocery store, a Coach purse store, you name it - because as a brokerage owner you do not sell real estate.

I know it's hard. It's a hard disconnect. But you don’t sell real estate. You sell services. Your agents sell real estate. But you provide services to help them sell more real estate.

So you have to get out of that mindset that you sell real estate. Instead, realize you sell services and your job is to help your agents take advantage of the services that you offer.

So go back to the idea that you want a store now, and you've got three different kinds of customers coming into your store every day.

Here's the breakdown:

The first set of customers are what we call a power client. It's about 13% of your customers. They come in, they buy everything. They're there every week. They're looking at every shelf. They're che...