Hey guys, have you heard of an ISA? An ISA is in the real estate world: an Inside Sales Agent.

Now, why should you care? Well, a lot of top teams hire an ISA to sit in their office or virtually and make calls into the marketplace. They could be calling their spheres of influence. They could be calling FSBOs, expireds, online leads, neighborhoods. Lots and lots of uses for ISAs.

Is it a good investment? It can be. But I want to talk to you about something else, which is related to ISAs in a different way, and that is treating your current sphere of influence as a low-key ISA.

And what I mean by that is you've got this little army around you, these 100, 200, 300, 400, 500 people in your sphere of influence that could be out in the marketplace acting as, kind of, your ISA. But you got to train them to do so.

You got to turn them into your little mini sales army. And what do I mean by that? I mean, you're going to let them know that the best way they can help you is just by watching an...

As a real estate broker, one of the things that we often focus on is recruiting, as we should. Recruiting is the number one way that we can drive profitability to our business over the long haul.

Yet what happens with a lot of brokers is their measurement of their success is misguided.

Let me tell you what I mean by that:

Often we would obviously say that we're successful if we're recruiting X number of people into our company in a given period of time.

But I'm going to suggest to you that is a poor measurement system. And here's why:

Because you're measuring the bottom of the funnel, not the top of the funnel. And the top of the funnel is what creates results. Just like with our agents, when we teach them to lead generate, we have to teach them that they have to fill the top of the funnel.

In other words, they have to go out and lead generate every day to ever hope to generate a listing, a buyer, or a closed escrow.

The same thing is true for us as recruiters.

We have to be fi...

Hey guys, quick tip on your emails, especially ones that are trying to sell or promote something new.

A study was done that shows, and they studied 10 million emails, that when the email is less than 150 words, you get a 60% bump in the response rate, in the reply rate.

So short. Not long.

Sometimes we see these emails rolling.

You ever do this? You open an email and it's like 4 or 5 paragraphs. You're like, "Oh," and you just scan through it, right? You don't read the whole thing.

But what if it's 150 words, though? Of course you're gonna read it. It takes two seconds.

So make sure your emails are tight, concise, fast, easy to read, and your response and reply rate will go up dramatically.

By as much as 60%!

So guys, you want quick, snappy, easy ideas you're going to implement in your business, things that can really make a difference in your bottom line, then join the Path Performance Coaching and get your first month for only $1.

The Path contains hundreds of lead generatio...

Hey guys, what do 44% of agents making over $200,000 a year have in common?

They engage in “circle marketing” around activity.

What does that mean?

That means if they have a showing, an open house, a pending, or a closing, they're doing a little marketing in that neighborhood to let people know that they are doing something there.

But when you talk to agents out there in the marketplace, less than five agents out of 100 do this same thing.

The vast majority of agents, about 95%, aren't doing ANY kind of circle marketing. Some are doing a little bit. But the people who are making the most, the 44% in the country, are doing it all the time.

So what's the proper way to do this?

Well, in my opinion, the proper way is to make it an urgent, authentic conversation. In other words, not cold-calling a neighborhood. Although some people love the cold call, I'm not one of them.

You're warm-contacting people, and this doesn't have to be a call. I know a lot of you are resisting calls, but ...

Here’s an amazing stat that Redfin just put out, and that is that 39% of listings coming on the market are selling — going pending — in the first two weeks. Isn’t that amazing?

But there’s always a tale of two markets out there.

So you’ve got 39% that are going pending, but what about everybody else? The other 60% of listings are not.

And those are starting to linger on the market — a lot of listings on the market over 30 days and 60 days.

So when we have these listings that linger, what do we do?

Well, when we’re having conversations with our sellers, of course the first step is we’ve got to get them realistic on price. But there’s another side of that conversation as well.

So we talk about price. We talk about incentives. Definitely we want to have those conversations.
40% of the market right now — people on the market — have included some price reduction or incentive already.

But we also need to do one other thing that a lot of agents miss, and that is when we’re doing our wee...

Hey guys, you’ve probably noticed in your market a lot of new construction when it comes to apartments. That’s common across the country right now. Tons of apartments coming online, tons of rental properties.

What’s happening is it’s putting pricing pressure into the rental market. I own rentals in my own small town here in southern Oregon, and we’ve seen pricing pressure here locally.

And what that means is that people that have rentals might be feeling a little bit under pressure, especially the higher-priced rentals.

So let’s assume somebody bought a home. They’ve got a mortgage, they’ve got taxes, they’ve got insurance, they’ve got a property manager to pay, utilities—all the costs associated.

So you’ve got to ask a pretty steep price.

And now the number of renters willing to pay their price has dropped, so they’re sitting vacant.

This is an opportunity for you to pick up listings.

Watch for those high-end rental properties in your market. Watch those rental websites. Watch ...

Hey, brokerage owners, team leaders, I’ve got a few questions for you:

First: What’s been your biggest sale ever at your company? Interesting question.

Second question: What’s been your biggest month ever for closing transactions, by volume and sides?

And then third question: What’s been your biggest listing month ever, by the total number of listings coming into your office?

Those three key performance indicators—you might call those your best records, right? Your highest achievements as a company are really a fun thing to measure your team against and say:

“Guys, I just did a little study.”

You’re talking to your team members in an office meeting.

“I just did a study. Here’s our biggest sale ever in the history of our company—and this is the agent who did it.

And then, “our biggest month ever at this company has been 32 transactions, 15 million closed.

“Our biggest listing month ever was this number.

“I want to set a goal for 2026, 2027 for us to hit a higher number—a highe...

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...

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...