More Is Often Less
Do you ever feel like the universe is trying to tell you something? This week, it felt like the universe was serving me the same message on repeat—more isn’t always more. In fact, sometimes less really is more.
While that might not fit our industry’s norms, I’ve been leaning into it lately because I’ve seen what “more” can cost us.
The Trap of Chasing More
For years, many agents—including entire companies—have been building their real estate businesses the wrong way. I’ve been there, done that, and could absolutely write the book on it.
Rewind 30 years ago, then again 10 years ago—each version of me was chasing more. As a solo agent, I thought going from 36 deals to 45, then to 90, would solve everything. When that didn’t work, I built a team. But chasing more almost always costs more: time, money, energy, and peace of mind.
Managing people, training, hiring, firing—it’s all time-consuming and expensive. Even with strong systems and structure, things can still go sideways.
Some team members were profitable; others weren’t. I rushed hires because I was overwhelmed. I held on to people I should’ve let go of. I avoided outsourcing because it felt risky—and every new expense freaked me out.
But those weren’t even the biggest mistakes. The real issue? I was still doing too much myself. I focused on volume instead of profit, trading time for money, and building faster instead of smarter.
I didn’t take time to invest the money I was making. I didn’t identify all the right roles. I was constantly chasing the wrong things—and too busy to even think. How can any of us make good decisions in that state?
I was building my business, but not in the right way.
The Wake-Up Call
Ask yourself this:
What would happen to your business if you stopped selling?
If your honest answer is, “It would die,” then you don’t have a business—you have a job.
If your goal is to build something sustainable, that gives you both time and financial freedom, you have to step into the role of a business owner, not just an agent.
4 Steps to Get Back on Track
Unapologetically step off the hamster wheel.
Stop confusing movement with progress. Pause long enough to evaluate and plan.Take an honest look at your business.
What’s working? What’s broken? What systems are keeping you busy instead of profitable?Create a business plan.
Every agent on your team should have one. The RGCO Business Plan I’ve used with over 200 agents has five parts—and yes, it’s detailed—but clarity lives on the other side of doing the work.Let go of what drains you.
The tasks, the people, the systems that no longer serve you or your clients. Make space for what actually moves your business forward.
And finally, get yourself into new rooms. Ask better questions. Learn from people building differently. That’s where the shift starts.
Speaking of Rooms…
The CEO Agent Academy was built for this exact reason. It’s where strategy meets systems—helping agents simplify their businesses and focus on what truly matters.
Inside, you’ll find:
Inspiring content and expert-led sessions
Done-for-you marketing and operations templates
Proven strategies for building sustainable profitability
Guidance from 12 business leaders in branding, websites, tax strategy, social media, investing, and more
If you’re ready to stop chasing more and start building smarter, this is your room.
The Conversation
Where in your business are you confusing “more” with “better”?
What could simplify your systems, free up your time, or bring your business closer to the life you actually want?
About Rebecca Green
Rebecca Green is a real estate business coach and founder of the CEO Agent Academy. She helps real estate agents build sustainable, profitable businesses through systems, strategy, and smarter execution.
Inside the CEO Agent Academy, agents gain access to done-for-you templates, business systems, marketing tools, and live coaching that help them create predictable income and long-term growth.
Explore more:
Learn how to grow a sustainable real estate business at rebeccagreen.co
