The CEO Blog

I get DMs every day: “Hey Cheesette, quick question—how do I get more leads?”

Here’s my honest answer: even if I answered that question perfectly, it wouldn’t get you where you need to go.

A quick answer doesn’t give you:

– A structured program that builds skill on skill

– Accountability that keeps you moving when life gets loud

– Mindset renewal so you stop sabotaging yourself

– Someone in your blind spot showing you what you can’t see

Here’s what a coach actually does: gap analysis.

You’re at Point A (maybe zero deals, maybe stuck at one deal a month, maybe making money but burning out). You want to be at Point B (consistent closings, systems that run without you, a business that funds your life instead of consuming it).

A coach shows you exactly what’s in the gap—and then helps you close it.

That’s the job. Gap analysis and gap closure. Over and over until you’ve built something real.

And here’s what you need to accept: you might outgrow your coach. That’s healthy. My first coach taught me back-end business numbers. When I mastered that, I hired a sales coach. When I mastered sales, I went back to infrastructure because that’s what builds wealth.

Your License Gave You Permission to Sell. Nobody Taught You How to Build.

Let’s be brutally honest about something the real estate industry doesn’t want to admit: They trained you to be a salesperson. They did NOT train you to be a business owner.

You sat through classes on contracts, ethics, and market analysis. You learned how to show houses and write offers. But did anyone teach you how to build systems? How to document processes? How to create a business that works without you doing everything?

No. Because that’s not what they need from you. They need agents who sell houses. The industry needs workers, not CEOs.

But here’s what I know after 11 years: **Selling houses is a job. Building systems is a business.** And if you don’t understand the difference from day one, you’ll spend years working like crazy while wondering why you never feel like you’re getting ahead.

The math is simple but brutal: Most agents spend their entire careers doing the job (selling houses) while never building the business (creating systems that generate income predictably). They’re always one month away from panic because they never built infrastructure—they just kept executing transactions.

This principle transformed my real estate business from scattered chaos to systematic success. Most agents try to master lead generation, social media, website optimization, CRM management, and market analysis simultaneously. They burn out, quit, and label themselves as “inconsistent” when the real problem is they’re fighting against 200,000 years of human evolution.

Your brain can only focus on one complex task at a time. When you force it to juggle multiple systems, it doesn’t just perform poorly – it triggers a threat response that shuts down progress entirely.

Here’s what really stings: Two years of guessing with still no growth means you missed the compound effect. My client Keyla went from zero to 10 deals in her first year using my systems. Year two, those 10 clients referred 14 additional transactions. Year three, that network generated 31 deals. That’s the mathematics of momentum – something you can’t Google your way into.

The five hours you spend researching on YouTube every Sunday could have been spent on two buyer consultations. At a 50% conversion rate, that’s one lost deal per week. Over a year, that’s 52 missed opportunities. Even at modest $5,000 average commissions, you’re talking about $260,000 in annual income sacrificed to avoid investing in proven systems.