I’ve switched more brokerages than Jennifer Lopez has fiancés. After 22 years in real estate, I can tell you something most agents don’t want to hear: Not one client has ever hired me because of the brokerage on my business card. Here’s proof; One of my earliest clients has bought and sold three homes with […]
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Real Estate Agents Are Not Entrepreneurs (And the Gurus Know It)
Real estate agents are not entrepreneurs. In fact, most agents are closer to Milli Vanilli than they are to business owners. They’re performing a script someone else wrote. I know that’s not what the gurus want you to hear. But stay with me for a second. The real estate industry has become obsessed with entrepreneurship […]
The Most Important Page on a Real Estate Agent Website
If I asked you what the most visited page on most real estate agent websites is, what would you guess? Home page?Neighbourhood info page?Listings search? It’s the About page. When people land on your website, they might skim the home page first. But before they decide whether to work with you, they almost always click […]
Borrowed Leverage Doesn’t Compound
For years I built my business on borrowed access. Gurus would call it “using leverage.” I built my traction by: Advertising other agents’ listings.Hosting open houses that weren’t mine.Using templated brokerage marketing. It worked. Until it didn’t. And every time it stopped working, I assumed something external needed to change. New office.New system.New split.New logo. […]
The Illusion of Owning a Real Estate Business
Most real estate agents think they are business owners. They have a license.They hang it with a brokerage.They can be hired to buy or sell property. On paper, they have a business. But there’s a question I see posted almost daily in realtor Facebook groups: “Which brokerage provides leads and training?” It’s a revealing question. […]