A lot of agents hit a point where they think, “I just need to hire an assistant.” Or, “It’s time to build a team.”

Sometimes, that’s true. But hang on for a second: hiring people without systems in place is just adding chaos to chaos. That's one problem. 

Ops Before Marketing: Why Systems Come First?

Even when talking about lead generation ops have to come before marketing. Why? Because systems can drive a business to greatness faster than anything else. On the other hand, burnout happens quickest when agents lack systems.

One of the things you'll often hear me say is that there are a million different ways to succeed in this business; it's not a one-size-fits-all endeavor. A key decision that agents face at different stages of their careers is whether to operate as a solo agent or build a team. Both paths offer unique advantages and challenges, and the right choice depends on your personal goals, work style, and vision for your business. In our latest podcast episode, which you can listen to here, we talk to Portland broker Toni Mikel, who began as a solo agent, opened her own company where she mentored other agents, and then returned to being a solo agent.

It’s been an interesting week in real estate as brokerages and agents gear up for the upcoming changes brought on by the NAR Settlement. Most of my coaching and consultation calls this week focused on concerns about the future of buyer agents, post-August 17th commission discussions, and how different brokerages are navigating this disruption.  

The real estate industry is undeniably undergoing a transformation. Inventory is tight, affordability issues abound, interest rates are uncomfortably high for many, and legal challenges persist over commissions, causing a shift in how fees are paid. Amidst all of this lies opportunity— the chance to adapt, innovate, and unlock potential growth. 

There was a time when real estate agents were the sole gatekeepers of property information. When I began selling, the Saturday newspaper served as our primary multiple listing service, supplemented by monthly books. Can you imagine? Also…yes, I am that many years old!!!

I've been having this conversation with a team lead that I mentor. She recently brought on two new agents and quickly realized that they are on very different paths. 

Same mentoring, same tools, same systems— one is happy to follow instructions and take what comes their way, the other constantly innovates. 

They can both make your day-to-day work life much easier! Anyone who knows me knows I am a bit of a control freak about a “few” things, but I'm not talking about that kind of control! I'm talking about using keyboard shortcuts— CONTROL on a PC and COMMAND on a Mac. Try all of the shortcuts ,and let me know which is your favorite. 

Feeling a little vulnerable here—might delete later.

I did it! I built a $100M real estate business.

Seven figures in revenue. It was the goal that I set. I hit it and then realized it probably wasn’t what I wanted at all. I was working with people I didn’t want to spend time with. Doing shit that didn’t really matter to me. Although I had set boundaries that I was pretty good at keeping, my work still consumed me. I spent a lot of time thinking about what was next.

Quick reminder- when sharing links to listings on social media or sending text messages, email marketing pieces, etc. you want to keep a user engaged with you. Sending a Redfin link puts the user one click away from scheduling a showing with a Redfin agent (no offense intended to any of my Redfin agent friends). Always best to use links from your own website, NOT a company or brokerage website, even if you have a page on that broker website because it is likely just a page, and that too puts a user one or two clicks away from scheduling a showing with another agent. Don't yet have your own website- no problem! Below are a few easy workarounds!

How do you define service for your clients? To me, it is —

Astute advocacy, exceptional communication, and even better execution.

Many agents believe that non-stop hustle, unlimited time investment, and relentless grind translate into quality service and eventual success. This isn't the case. In my view, such an approach often results in stress, burnout, and a drop in profitability.

How do we effectively communicate with sellers?

Have you ever felt like your seller has no idea what you are doing to help sell their home other than putting a sign in the front yard and loading their listing to the MLS? Or perhaps your seller is trying to lead the way or is questioning everything you do. As harsh as this may sound- if this is the case, it’s all in you!

How can we cultivate confidence in our clients beyond merely sharing our opinions and experiences? How can we assist our clients in making the most informed decisions? We need to back our experience with facts.

Success in real estate is often quantified by sales volume, the number of transactions, or Gross Commission Income (GCI). For many, "growth" signifies an increase in these figures. When talking with agents about their business performance, a typical response might be, "My business has grown 45% compared to last year, and my GCI has increased by x."

HERE'S WHAT YOU NEED TO KNOW— Most real estate brokerage websites were built for looks and ease, not performance. They make it simple to get content online fast, but they don’t have the modern tech that helps Google or AI actually find you.

Real estate is such an interesting business model. I know you’ve all heard me say this before, but the more I lean into this sentiment, the crazier I realize it is. Real estate is a speculative sport. It is unlike almost any other professional service-based business. Why? Because we work for absolutely no compensation up front and without any guarantee of reimbursement for our time and money spent. 

So busy, you can't keep up? Thinking it might be time to hire? Maybe you already have someone you are working with. 

Messy….it can look messy at first, but who cares? It's way better than being stuck somewhere. It's a bit like spring cleaning. Sometimes it needs to get worse before it gets better.

Riddle Me This

What do Clarity, Execution + Consistency have in common?

I had the opportunity to speak at two events last week—a business planning workshop with 12 amazing women that I had never met before, and the REAL Further Together event. Different rooms, different audiences, eight different speakers… and yet the theme was the same. 

You cannot be all things to all people.

Simplicity reigns.

Execution is everything.

Consistency wins every time. 

It’s exactly what we talk about inside the CEO Agent Academy. 

Let's talk about commissions and how we present the topic to our clients. The internet and social media have been buzzing about all of the recent settlements. First, we knew it was coming, so let's lean into it. The media will sensationalize anything they can. It is our job to explain our value, services and market to our clients.