Building a Real Estate Business vs. Doing the Job

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

The first meets performance goals, provides exceptional customer service, and does everything at a very high level but eventually stagnates in the eyes of the team lead until another task is given or a client comes along. 

The second actively builds their brand, leverages technology, and works to cultivate relationships in the community. This agent is constantly networking and adding to their sphere. They are on the path to establishing a thriving business. They're not just selling homes, whereas the first agent seems to just be doing this. One is actively marketing; the other is not marketing at all.

So, should the team lead keep one and let the other go? Is one better than the other? Not necessarily. It is largely dependent upon goals and structure. 

If you're a solo agent, this conversation is super relevant to you, so stick with me!

Knowing where you fall on the "business vs. job" spectrum is important for gaining clarity, which can, in turn, help you build an impactful action plan. There's no right or wrong answer—it's all about your chosen path.

"Just doing the job" isn't inherently bad.

There's a breed of agent who thrives on the core aspects of real estate – exceptional client service, focused marketing, and a strong network. They may not be interested in building a team or expanding their reach geographically, but within their chosen niche, they're absolute masters.

Here's what makes them tick:

• Clear Goals: They know exactly what success looks like for them (e.g., selling 12 homes a year, retiring in 10 years with no attrition plan).
• Tight-Knit Network: They've cultivated a loyal network of clients and referral sources who consistently bring them business.
• Selective Focus: They say no to opportunities that fall outside their niche or established model, ensuring they can deliver exceptional service to every client they do decide to work with.
• Elevated Service: Everything they do is first-class – from marketing materials to client communication.
• Outsource: They do not hire but outsource because they know management can be time-consuming.

Freedom Through Focus: Clarity Fuels Success

An amazing sense of liberation comes from knowing where you're headed in your real estate career. When you have clear goals, the "noise" from social media fads to marketing pressures – fades away. Decisions become more streamlined, and you can confidently channel your efforts toward achieving the outcomes you truly desire!

I recently refunded a course attendee for her Grow Your Business course purchase after a 1:1 strategy meeting that she booked. After discussing her goals, it became clear that her true passion was focused on providing exceptional service to a small dedicated clientele, not necessarily building a larger-scale business. No one had ever told her that this was ok.

This realization was a weight lifted off her shoulders. She had spent a significant amount of time-consuming information about business growth, feeling pressure to conform to a path that wasn't truly aligned with her aspirations.

We armed her with clarity by asking the right questions! We recommended resources like our Buyer + Seller Guides and client outreach ideas; we equipped her with the tools she needed to pursue her vision. 

Chasing Numbers vs. Building Legacy: A Course Correction There's another side to the coin - agents who believe they're building a business, but their actions tell a different story. Here's the scenario:

• High Numbers, High Turnover: They hit impressive sales figures and hire team members but struggle with retention.
• Focus on Production, Not Systems: The focus is on selling more, not on building systems or properly delegating tasks.
• Leader by Default, Not Design: Their "leadership" revolves around personal production, not empowering others to succeed.
• Success Hinges on Their Hustle: The business revolves around their individual efforts. If they stop working, it stalls.

The truth? This is a "glorified job," not a sustainable business.

The Good News? It's Never Too Late to Shift Gears!

Recognizing the gap between your vision and reality is the first step to course correction. Once you understand your long-term goals, you can:

• Develop Systems: Implement systems for lead generation, client communication, and daily operations to create a well-oiled machine.
• Empower Your Team: Build a team by hiring for talent and providing opportunities for growth. Focus on creating a collaborative environment where everyone thrives.
• Become a Strategic Leader: Transition from a "doer" to a leader who sets the vision and empowers others to execute.

By taking these steps, you can transform your hustle into a thriving business that endures beyond your personal involvement. 

Bridging the Gap: Aligning Agent Goals with Team Growth

Earlier, we discussed the challenge of managing agents with different goals on your team. Both "growth-minded" and "steady performer" agents can offer significant value.

The key lies in clear communication. Agents need to articulate their aspirations, whether it's building a personal brand, expanding their client base, or simply maintaining a consistent workload. Team leaders need to ask the right questions!

Alignment is everything. A frank conversation is needed if an agent expresses a desire for business growth but doesn't utilize the provided resources. No one should confuse just doing the job with being lazy or unmotivated.

If this is part of your ecosystem, you can empower both types of agents to flourish within your team by facilitating open communication and ensuring everyone's goals are aligned.

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