This message took me a little longer than normal. I was originally going to write on the amazing things we were accomplishing with our switch over to FUB, but after the All Agent meeting with Tom Ferry my direction shifted.
I was journaling answers to his 7 questions and thought it would be good to share. His analogy of being lost in a forest sparked some memories from my early career. I’ve been that individual who didn’t have a clear direction and ended up doing circles in the forest. So, here are my answers to Tom’s questions. I share them from three points of view….a team vision, my personal position and a challenge to you.
What business am I really in?
For the team…Our shared purpose as a team remains unwavering. We are a platform where our agents can deliver an exceptional customer experience that is consistent, differentiated, and scalable. By placing customers at the heart of all we do, we will provide our agents with access to connections, tech, resources, training, and exclusive customer insights to help them improve productivity and convert faster.
For myself… I see this question as a self-check. My role is inherently linked with being future-focused, constantly anticipating the curve and staying a step ahead. I wake up with this productive restlessness, a healthy sense of unease that continually propels me forward. I realize that our pursuit of client satisfaction and creating the most efficient real estate agents on the planet can at times lead to a tumultuous environment that encourages change. Our audacious goals will mean the occasional failure. These failures are opportunities to learn and improve. But it is this very dynamic that breeds innovation, agility and resilience within our team.
For you…. Get real…I mean really real with yourself. Are you fully committed to this industry and your clients? If you have one foot out the door it will not lead to success. Burn the boats and come join us in the infinite game.
What are you seeking? The work you are doing is leading you somewhere.
For the team…. This can be encapsulated in our two core objectives: "Simplify your next move" and "Elevate the experience". These two tenets guide every step we take as a team and signify the direction we're heading.
"Simplify your next move" is a call to both our clients and our team. For our clients, it signifies our commitment to making the path to homeownership as straightforward, transparent, and stress-free as possible. We strive to demystify the complexities of real estate, transforming a daunting process into a journey that our clients can navigate with confidence and ease.
For our team members, "Simplify your next move" reflects our commitment to providing a well-defined and clear growth path within our team and the broader industry. We aim to remove obstacles and provide the necessary tools, training, and support to enable each team member to progress, learn, and excel in their role. We believe in empowering our team members to reach their full potential and aspire to greater things.
"Elevate the experience" complements our simplification goal by focusing on enhancing every interaction we have with our clients. It's not just about making the process easier; it's about making it better. We are committed to exceeding expectations, delivering exceptional service, and ensuring that each client's journey to homeownership is not just successful, but also enjoyable.
So, what are we seeking as a team? We seek growth, excellence, and the continual refinement of the real estate experience for both our clients and our team members. Every task we undertake, every project we embark on, and every interaction we have, leads us closer to these objectives. We are in the business of transformation, working tirelessly to transform the real estate experience into something simpler, smoother, and more satisfying for all involved.
For myself… My response is singular…growth. Growth is the vision and always will be. However, my understanding and focus of what constitutes growth has evolved over the years. Early in my career the goal was synonymous with financial success. But after a number of years chasing income, while important, doesn’t always equate to personal fulfillment or a sense of purpose. My definition of growth has expanded and is less about me and more about others. My ambition has shifted towards making an impact on people’s lives and on this industry. How many individuals can we guide onto the path of homeownership? How many teachers can we assist in realizing their dreams of owning a home? How many service industry professionals can we equip with the knowledge and tools to excel as real estate agents?
For you… Tom provided some options here…Lifestyle, Power, Fame/Fortune, Bliss. I will expand on this. To me, this question begs for you to get clear on your “why”? Are you wanting to change the financial security of your family to allow for a different lifestyle?
Where do I want my business to be in 18m, 36 m/ 60 months? Without it you will continually walk in circles.
For the team…In the next 18 months, I expect to see our team adapt to the changes in the market, expand our reach, and become more technologically advanced. In the next 36 months, I envision us becoming a more dominant force in the market, improving our business efficiency, and becoming the preferred choice for clients. And in the next 60 months, I see us being a leader in our market, innovating in how we do real estate business, and helping set industry standards.
For myself…My business goals align with the team’s goals. In the next 18 months I plan to focus my time on improving the conversion from our existing database. We should be able to create hundreds of additional appointments every month from our current database. Switching to FUB was step one of this. So, better mid-funnel conversion! In 36 months, our tech stack has evolved into a well oiled appointment machine! Our agents are producing more with less minutiae. 60 months, we expanded our footprint to help more families then any other team in the country!
For you…Where do you see yourself? You are the captain of your journey. In 18 months, do you see yourself as a top-performing agent? In 36 months, are you training new agents, sharing your wealth of knowledge? And in 60 months, are you one of our industry leaders, setting trends, and making a real impact in the market and on our team? Set your vision now. Let it guide you and drive your daily decisions.
When are you done? Tom asked: When are you going to be in a place where your cash flow covers your expenses… and you no longer work because you have to?
For the team…We Haven’t Won…Yet! Sure, we've had successes, hit many targets, and celebrated plenty of wins, but we still have our eyes set on the ultimate prize. We're striving towards an environment where our agents can experience a work-life balance, without compromising their high level of productivity and a simplified client experience. This will be our moment of victory, our flag planted firmly in the ground. Until we achieve this, we are committed to continually evolving, learning, and pushing the boundaries of what's possible. So, while we can say we've had many small wins along the way, our ultimate win, the triumph we're working tirelessly towards, is still on the horizon.
For myself… “Done” sounds so definitive, so absolute, and that’s not how I see my journey in this industry. My commitment is ongoing as long as there’s a visible impact we’re making on people’s lives. “Done” doesn’t necessarily mean walking away, it can mean evolving my role to continue to contribute meaningfully. So, when am I done? It’s less about reaching a point where I stop entirely and more about continually reassessing how I can best contribute to our shared mission!
For you… I would suggest getting clarity on the financial aspect of being “done”. Understanding your end goal and working backward from there allows for strategic planning and consistent investment. Having a clear financial target is crucial in mapping out your journey. From the beginning of our careers, Jen and I set a goal to purchase two investment properties per year. There were challenging years where our income didn't readily support this ambition, pushing us to think outside the box and be more inventive in our acquisition methods. So, I encourage you to establish your financial goal, keep it in focus, and consistently invest effort and resources towards achieving it.
Why do I want it? What will all of this really do for you and the people you care for the most?
For the team… It's all about making things easier for everyone. We're here to shake things up, to turn the usual, stressful real estate process into something exciting and straightforward. We don’t just want to close transactions; we want to make a difference. We're all about helping each other grow and making sure our clients get top-notch service. Let’s move this industry from a sales industry to a service industry!
For myself… This may sound redundant, but it's all about growth—the kind of growth that changes people's lives. There’s nothing better than seeing our clients become homeowners or watching our team members climb the ladder. I get fueled by seeing others succeed. It’s that thirst for change, growth, and positive impact that keeps me ticking.
For you…Well, imagine the freedom of working because you want to, not because you have to. Imagine the peace of mind that comes with financial security. It’s a game-changer, not just for you, but for everyone you care about. Your success can spark a ripple effect, inspiring others on their own journeys.
In a nutshell, it's about more than just us. It’s about personal and professional growth, achieving financial freedom, and making a positive, lasting impact on the lives of those we touch. That’s the real deal—what this is truly all about for you, for us, and for everyone we care for.
What are the obvious sacrifices I’ll have to make to get there? Or what sacrifices am I willing to make to get there? How will I remain patient…
For the team… Achieving our shared objectives often requires a balancing act. We may need to invest more time to improve our processes and services, and that might mean less leisure time in the short term. Embracing changes in our industry, despite the challenges, is a sacrifice essential for our growth.
For myself… On my journey, I've recognized that sacrifices come with the territory. It could mean letting go of preconceived notions or embracing failures as part of the learning curve. I have to be patient even when the immediate gratification is absent. However, achieving goals should not leave us exhausted to the point that future successes are jeopardized.
For you… Commitment, discipline, and yes, sacrifice, are all elements of your journey towards financial freedom and professional growth. You might need to invest more time, confront fears, and venture out of your comfort zone. We need to define and achieve our goals at a pace that fosters our future growth.
What gaps need to be filled?
For the team… You may be familiar with the concept of a Pyrrhic victory: a victory at such a cost that it was not worth the battle. Claire Hughes Johnson, in the book Scaling People defines a victory as Performance = Results x Behavior. It is multiplicative. Hitting a key goal is not worth it if it creates so much unrest and inner conflict it hinders your ability to achieve future goals. By Claire’s equation hitting a goal in this manner would net you a 0. We should be defining and hitting goals at a rate that doesn’t stall future growth. I believe our team at times feels as if we are just chasing numbers. We need to get better at communicating our true intent.
For myself…. The theme of communication carries over. Going a little deeper on our decision making process, I also trust in 3 things to arrive at the best path forward. 1) We look at the data…you know we love our spreadsheets! But data is only meant to tell a story, it is not where the decision begins and ends. 2) I trust in the feedback from all of you. What is working? What isn’t? 3) I trust in my intuition. My gut feeling has gotten it wrong several times, but in the end I can live with that rather than not trusting my instincts and going a different direction.
For you….It's essential to remember that your ultimate goal is about much more than figures. It's about professional growth, delivering exceptional service to our clients, and creating a positive impact. By focusing on these aspects, rather than just the numbers, you ensure that your victories are not just numerically significant but also truly meaningful.
Here is the suggestion list Tom provided:
Communication and influence Skills?
Automation, work flows and systems?
Marketing that works?
Discipline, doing what you say you’re going to do?
Continually stoke the flame of ambition… to do the mundane tasks rigorously, with inspired action?
A lack of exposure to others who have done it and are doing it?
The ability to scale yourself, so get time off, and the money?
Looking Forward: The Next 30 Days
I encourage you to take the time to write out your responses to these questions. For me, longform writing has always led to deeper thought and clarity. It is something I encourage with the leadership team and I encourage you to make it part of your goal setting practice.
Your personal answers to these questions are important to the future success of your real estate career. Know where you are going and you won’t end up doing circles in the forest!
Must-See Videos
Must-Use AI
Opus.pro
This is a generative AI video tool that Tom recommended. It repurposes long videos and makes them into shorter clips while simultaneously ranking the content. So you will upload one long clip and the website will cut it up into 10 viral clips. We’ve tested it out a couple times! It’s pretty rad!
Must-Read Book
Link Here- Amazon
Another one of Tom’s suggestions. I just started reading it. So far so good!
I can see clearly now!
Quote of the Month
“What has surprised me the least over the last decade is that real estate continues to change. Once you accept that change is inevitable and you embrace change as an opportunity–because the majority of people resist change–then the change does not surprise you. There has never been a better time to make more money in this industry than right now. Now is maybe the greatest time ever.”--Gary Keller
What’s currently driving these changes, in Keller’s view, are technology, the numerous lawsuits facing the industry and the evolution and development of real estate teams. Don’t let change throw you for a loop. Expect it, embrace it and look for the opportunities within it.
GL
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