The CEO Blog

Let me break down the real numbers behind why consistency beats volume every single time, because most agents are making financial decisions based on feelings instead of data.

Maya’s systematic approach looked like this: Every Sunday evening, she spent 2 hours creating content for the entire week. She used a simple batching system I teach my coaching clients – one photo shoot could generate 8-12 pieces of content. One market research session became 4 different educational posts. One successful closing became a testimonial, a market insight, and a behind-the-scenes story.

Her content reached an average of 200 people per post across all platforms. Over 52 weeks with consistent posting, that’s 10,400 brand impressions working for her while she was at her corporate job. But here’s the key: because her content was consistent and valuable, her engagement rate was 12% compared to the industry average of 3%. People weren’t just seeing her content – they were interacting with it, sharing it, and most importantly, remembering it.

Here’s what most agents don’t realize about their “flexible” approach to business:

That listing presentation you spent two hours customizing? You’ve probably created something similar twenty times before. At $200 per hour (your target rate), that’s $4,000 worth of time recreating work you’ve already perfected.

Those buyer consultation materials you’re putting together? You answered these exact questions last month. And the month before. And probably last year. Each time starting from scratch.

The follow-up sequence you’re writing for this new lead? It’s nearly identical to what you sent to the last five prospects. But you’re treating it like a brand new challenge.

You’re not being thorough. You’re being expensive.

When I tracked one agent’s activities for a full week, we discovered something that made her physically sick: she was spending 18 hours per week recreating work she’d already perfected.

Eighteen hours. That’s nearly half a full-time job spent on repetitive tasks that should take minutes.

At her hourly goal of $150, she was losing $2,700 per week to inefficiency. Over a year, that’s $140,400 in wasted time.

But here’s the real kicker: while she was recreating the same work over and over, her competitors were using that time to generate new leads, nurture their database, and close more deals.

I watched two agents start their businesses the same month in the same market. Same brokerage. Same training. Same opportunities.

Agent A hired an assistant within 60 days. Posted constantly on social media. Worked 70-hour weeks. Made sporadic income – $15K one month, $3K the next. Burned out and quit real estate after 18 months.

Agent B spent her first six months building systems. Documented everything. Created step-by-step processes. Built automated follow-up sequences. Then hired help to execute what she’d already perfected.

Guess who just closed a $200,000 month?

Here’s what Agent A didn’t understand: hiring people to fix chaos isn’t leverage. It’s expensive chaos with more moving parts.

Most agents think leverage means getting help. They’re wrong. Leverage means multiplying your output without multiplying your effort. And there’s only one way to do that right.

Let me tell you what happened to one of my coaching clients that’ll make you rethink everything you know about scaling your business. She built what I’m about to teach you – properly, in the right order – and had a $200,000 month. Not year. Month.

Most agents would kill for that kind of success, but when I ask them about their systems, I get blank stares. When I mention building structure before hiring help, they tell me they don’t have time. When the market shifts and their income drops to zero, they blame everything except the one thing they can control: how they built their business.

Here’s what I want you to understand: some of the best deals I’ve ever had – and easiest for that matter – came from agents who referred me business. I liked referral business as a new agent because most of the time those people came to me ready to go. When they came to me ready to buy, ready to sell, because they had something going on with another agent, those became my easiest to close transactions.

I decided to create a system around that. If you know anything about me, the CEO of Real Estate, it’s all about systems.