Today I'm going to dig into the question that I probably hear asked the most when it comes to team leaders and business owners looking to grow and scale their real estate businesses. It's a simple question, but the answer can be really challenging - what do I do next?
I have the benefit of looking back - since 2007, I've served over 4,000 families in the real estate business. Since 2013, I've been building the systems and strategies to help others do the same - just swipe and deploy. I am able to help other business owners build a business that's not built with them at the center.
I want to help folks find out self-discover that what they're building - as harsh as it sounds - is not sustainable. You might want to find a journal, pull over, stop what you're doing for a minute and write this down. Most real estate teams and businesses today CANNOT run without their owner involved. That's true of a solo agent, someone with a couple of assistants, the story is the same no matter where you're at in your business growth journey.
If you can draw a triangle on something, do it now - it will help you visualize what I'm talking about.
In the triangle, write Attract on the left, Convert on the right, and Deliver on the bottom.
There are 3 areas within each driver that have to function independently of the business owner.
- Database Marketing
- Listing Marketing
- Buyer Marketing
The things I got running first in my journey were my Marketing systems. Because of these accelerators, I had high-quality buyer and seller leads coming to me without having to pay ungodly amounts of money for my leads through online sources. How well does this driver run without you?
- Lead Management
- Appointment Setting
- Consultation Process
When you get people in the door, now you have to focus on converting them. The conversations with them are what gets you in the door and can be a powerful accelerator to convert them to a buyer or seller. Having these processes is what makes you money. If you stepped out of the business for 30 days, how would it be when you got back?
- Buyer & Seller Servicing
- Transaction Coordination
- Critical Tech Tools
The goal on my team is to be the world class provider of residential real estate services. Once you get a buyer under contract, that's where you have to systemize or it falls apart. Delivering the best experience is what gets you the best type of marketing - word of mouth. Referrals.
When you look at all the drivers and accelerators that we went through, grade yourself on each one - when you're all good on attract, then you can work on convert, and when you're all good on convert, you can work on deliver.
Those are the 3 main drivers - if your business doesn't run without you in the center, you don't have a business. If it does, and you've spent time working on the fundamentals, you can start to have the discussion around Scaling.