Inside the CEO Agent Community, we've been talking a lot about branding, the changes in consumer demands, and what we should be doing about it.  

There seems to be something in the air right now. Could be the time of year, could be the market, or it could just be the cycle of seasons in business. A lot of agents that I coach came to me this week feeling a little antsy! 

Being a solo agent can look like freedom on the outside—

But inside? It’s a never-ending game of do it all yourself: It can feel super lonely.

Every lead. Every deal. Every email. Every showing. Every fire drill. No backup. No days off. You’re the CEO, the admin, the tech support, the TC, the marketing department, and the emotional support hotline. No one to bounce ideas off of. Your learning is siloed.

It’s not a trend. It’s not a fancy digital ad strategy (although I love a good ad campaign). It's not Zillow. It's not dependent on an algorithm, and it costs pennies per contact. It’s your database.

The people who already know, like, and trust you—they’re your greatest source of business. If you’re not consistently showing up in their inbox with value, you’re definitely leaving serious money on the table.

I shut my laptop at 3:00 pm on Tuesday. No phone. No emails. No notifications. Just quiet. I sat with a notebook and wrote for a bit. Nothing strategic. No to-do list. Just thoughts.

So… I got sunburned. Like, red-faced, glowing-cheeks, “you good?” kind of sunburned. While wearing a sweatshirt and sweatpants. On an overcast day.

I know better.

But I was in great company, having a great time, and got lost in the day.

There are just some things you shouldn't do. Like forget to put the sunscreen on.

There’s this weird notion that if you’re not using AI, you’re behind. But if you are using it, somehow you’re cheating? I sort of agree that if you aren't leveraging AI, you're missing out. If you are using AI correctly, I'm sure it's changing your life.

Working Smarter Doesn’t Mean Never Working Hard

Scroll long enough and you’ll see the promises: “Work a few hours a week and make multi-six figures.”

Sounds great in theory and is completely possible, but it did not happen by chance—this business isn’t effortless. Real estate will push you, stretch you, and force you to grow in ways you never imagined.

Working in Sprints

Give a good real estate agent a home that needs a deep clean, rooms painted, landscaping refreshed, a new doormat, pressure washing, tree trimming, 26 lightbulbs changed, staging, photos—basically everything—and we’ll have it on the market in 7 days. No problem!

Let's talk about the idea of working to live instead of living to work. 

If you've been around for a hot second, you've probably already heard me say that working 24/7 is nonsense. If you're available to clients at all hours of the day or night, it's time to rethink that. It sets the wrong stage.

BUILDING A BUSINESS THAT RUNS WITHOUT YOU 

Busy-ness is a disease. Boy, does it run rampant in real estate.

No strategy. No leverage. Action for the sake of action.

Email marketing is still one of the most powerful tools in your business—but only if you’re using it intentionally. From the right platform and segmentation to compelling content and clear calls to action, small strategic shifts can dramatically change your results.

When business gets tight, a lot of agents quietly abandon the activities that actually work—because fear takes over. In this post, we break down why that happens, what it’s really costing your business, and how to stay consistent when the market feels uncertain.

Mind the gap—because what feels like it’s only costing you a little today is going to cost you big time tomorrow. Tech is advancing by the minute, and it’s not waiting around for any real estate agent to catch up.

Most agents don’t need another sales meeting to talk about inventory levels or a Thursday morning title company lunch.

There seems to be something in the air right now. Could be the time of year, could be the market, or it could just be the cycle of seasons in business. A lot of agents that I coach came to me this week feeling a little antsy! 

Trying to talk to everyone? That’s the chaos. Getting clear on your niche? That’s the confidence. Let’s talk alignment, expertise, and why clarity is the real growth strategy.

By August 17th, 2024, the real estate industry will undergo a significant transformation in how commissions are paid. These changes stem from a lengthy lawsuit involving the National Association of Realtors (NAR), various Multiple Listing Services (MLS), and real estate brokerages across the United States. We talk about the evolution of the settlement in two recent podcasts of How To Real Estate Today. You can download these here and here.

I grew up in a die-hard Chicago Bears household. 

When I was a kid, the team used the Lake Forest College campus for training sessions. My grandfather and I would often walk down to watch the practices.

When we would get there early, there were always a few players already on the field. Just a handful—running routes, passing, catching. Over and over. Same thing on repeat.

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.