If you're a brokerage owner or team leader and you're saying to yourself, “hey, who should I target in terms of recruiting in my local market,” I'm going to give you The 20% Rule.

This is something we should all be aware of: There are people that are more likely to move than others in your market area, which falls in The 20% Rule.

Here’s what The 20% Rule means:

People that have had an upswing in their business by 20%, or a downswing in their business by 20% over the past 12 months.

So let's look at the downswing folks. The downswing folks are looking to be rescued. It's a perfect opportunity to be calling them because who do they blame? They never blame themselves.

There's never going to be a time where they say, “well, I didn't do what I was supposed to do.” They're always going to say, “well, my brokerage should have given me better marketing or better support or better training or better leads. It's their fault, not my fault.” It's just a natural tendency of what agents do.

A...

I just interviewed my good friend Garrett Maroon, who’s going to be on my podcast soon. Garrett shared a powerful concept called, “The Recipe Approach.”

Here’s how it works:

We all probably have a mom, grandma, aunt, or someone in the family who’s a great cook. They make delicious meals because they have a recipe that works. For example, when baking a cake, they use the right mix of eggs, chocolate, flour, salt, and so on. They follow the recipe, put it in the oven, and after a set time, they get a delicious result.

Top real estate agents operate the same way.

They’ve each figured out a recipe for success. For some, it may be like baking a cake. For others, it’s more like muffins, pies, or cookies. The point is: they’ve found a formula that works for them.

Once they have it dialed in, they keep baking the same cake over and over. Why change something that works?

Of course, when people start out, they don’t have their own recipe. They experiment, make mistakes, or follow someone e...