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Dustin Brome
If you're a real estate agent and you're working harder than ever, but you feel like you're not making any progress, your business isn't growing, you're definitely not hitting your financial goals, and you're wondering what the hell. This is the episode for you. I'm going to break down the big mistake that prevents agents from hitting financial goals. Let's get into it right now. The Massive Agent podcast. We lead generation tips and strategies to get you more leads and sell more homes. I love to buy houses. I like to sell houses. It takes brass balls to sell real estate. Wait a minute. The leads are weak. You're weak. I've had better. Better. Oh, have I got your attention now? Here's your host, Dustin Brome. What is up, guys? Welcome to episode 398 of the Massive Agent Podcast. I am your host, Dustin Brome, here in Salt Lake City, Utah. Let's. Let's just jump into it. You're not hitting your financial goals, but you feel like you're working harder than ever. You're working more hours, you're being more productive in those hours, but you feel like you're spinning your wheel and you're not freaking growing. I'm going to diagnose why this. There's a common trap that agents fall into. The vast majority of agents fall into this trap to a certain extent, and I'm going to break down what that is so that you can finally be able to fix it and start hitting your financial goals. This is the reason why you work harder and you're not getting anything more as a result. So I'm going to break that down. Look, just. Just jumping into it. If you're. If your calendar is full but your pipeline's empty, you're doing it wrong. All right? If you don't have a ton of deals in the pipeline, you're not completely overwhelmed with people to service, then you're doing it wrong. Because you're focused. Your time is focused on doing the wrong shit. So let's break it down, okay? The common trap agents. Look, I know how this is. You feel super productive. You spend all day working, and you're doing something. You're super busy all day, and you're stressed out. And then all of a sudden, at the end of the day, you're like, what did I even do today? Like, what did I even get done? And you have no idea because it was all freaking busy work, right? Well, here's the common trap. Agents are feeling productive because you're doing everything and you're Busy, but you're doing everything except what actually moves the needle and brings you clients, meaning lead generation and marketing. So if you are spending the majority of your time servicing clients, no wonder you're just busier. But not get, not getting ahead because you're not doing the things that build the business. All right, so I'm going to break down, like why, why it's so bad to prioritize the wrong things. I'll show you what to do about it. We'll break down what you should be doing on a daily. On a. On a daily basis. I was struggling to remember the word basis. I'll break down what your daily focus should look like on a daily basis, why you should avoid this common trap, and then the fix for it. So, so I'm going to show you not just what's wrong, but how to fix it, what to do instead, and how to continue doing that and just bake it in. So that's how you do business. So that you constantly hit your financial goals as a result. So showings, inspections, paperwork, hand holding with clients attending, you know, like dealing with appraisals and like all this stuff, right? It feels like work because it is like it, it's work that has to be done by someone, right? But it's not scalable because there's only so many hours in the day and there's only one you, right? So if you're spending your time doing showings, driving around town, showing a client eight homes after work and then doing it again tomorrow, sitting in an open house for four hours and then going and doing, you know, showing seven homes later and all of that, you're busy. You're. You're super busy, but it's not really getting you anywhere because those, first off, those actions, spoiler alert, they don't require you. Those actions don't require you personally. They need to get done, but that doesn't mean they need to be done by you. You don't need to be the one doing those activities, okay? Those tasks maintain your business. Everything I just described, showings, inspections, paperwork, you know, client communications, hand holding, all that stuff maintains your business. Lead generation and marketing is what builds it. So if you are just spinning, if you feel like you're spinning your wheels, it's because you're only doing the. That maintains a business, not that actually grows it. You need to be getting more clients in the door, meaning you have to spend the majority of your time doing things that get clients in the door. If you are doing all the business maintenance stuff, working in the business. You're not. You're acting like a transaction coordinator or you are acting like your, your admin, not the CEO of your business. You're not acting like the business owner. And that aside, you're certainly not doing the things that will grow your business. So you get more deals and more deals and more deals. You're just maintaining with those actions. Okay, so here's what you should be doing to on a daily basis, rather than spending 70, 80, 90, 100% of your time servicing clients, doing all the stuff, right? The business maintenance activities, your goal should be to spend 70 to 80% of your day doing marketing, content creation, lead follow up, prospecting. Those are the things that will grow your business because it's bringing new people into it. It's bringing new customers, new clients into it. Look, if you. And by the way, lead follow up is something you can outsource too. You personally, don't you. You don't need to be the one doing the lead follow up to a certain extent. Like it's super valuable if you can send them a quick little video. Hey, you know I saw you were visiting our website. You're looking for that seller guide. I'm going to shoot it over to you or my team's going to shoot it over to you. But I just wanted to say hey and introduce myself. We'll talk to you soon. If you can respond to leads quickly with something like that and you send a video. Huge. Because now they have a connection to you. And you're not just a name or an email address or a website. Now there's a real person and you took the time to greet them and now they have a connection with you. Huge. So yeah, you've got to be the one to do that. Or someone on your team who has a great personality can be the one that does that. Remember, if you're building a business, it doesn't necessarily all have to be you all the time. They just need to get serviced by someone great. So even that video doesn't have to be you, but you've got to be the one doing content. You've got to be the one doing it, directing it, spending your time on marketing, all that stuff. So if you spend 70 to 80% of your time on getting new clients in the door, guess what? You will. You will. Now of course you've got to solve for how do you then service all those people? And that's why you hire, that's why you outsource, that's why you have transaction coordinators, admins, whether they're full time, part time, in person, virtual, whatever, a database manager to, to follow up and follow up on, and nurture your database. All that good stuff there are. This isn't just about bringing on more agents. That's like step five or six. All right, so the rest of your time, you're spending 70 to 80 of your time. Now I know that that's a lot because it's flipping, flipping it on its head. You, you need to work towards that. Right now, if you are working an eight hour day and you're prospecting two, two hours a day, every single day, okay. That's 25% of your day spent prospecting. And by the way, if you're doing that, if you're, if you're legitimately and consistently spending just 25% of your day on bringing new business in, you'll crush it, you'll thrive. All the biggest producers that I know that, that just keep doing it. It's because they, they bake prospecting into their day. And it's, it's the number one priority because it is. So you've got, if you're doing 25%, you're crushing it. Imagine you get to 50%, 75% one day. You can get there if you make the right hires. Imagine what will happen to your business if all of your time is spent on getting new clients in the door, on marketing and lead generation and content creation. So that's where you need to, that should be the goal. I'm not saying that today you drop everything and do that if you don't have the systems and the team in place to service those people because then it all breaks. Okay? So you need to move towards most of your time being spent on marketing, content creation, lead gen. The rest of the time, yes. Spend some time servicing the deals, communicating with clients, sitting in open house every once in a while. Because, well, sitting in open house is a business generating activity. It is when you do it. Right now remember this, if you don't generate the leads, there's no deals to service. So that, that's why this is also important. If you're not consistently bringing new deals in, you don't have any deals to service. And that's why you get this boom and bust this up and down, this, you know, you, you thrive and you have this big spike of business and then once you close it all, you crash back down because you stopped doing the things that got you busy in the first place. You stopped doing the things that brought you business. You have to focus on doing the get you business all the time, every single day, no matter what, especially when you're busy. Because if you stop, then eventually you become not busy, and that's a problem. So I know why agents avoid all this. Okay? I. I've been there. It's uncomfortable. You have to get out of your comfort zone. It. Doing content and marketing and lead generation, it gets you out of your comfort zone a little bit. And it's also because you have not emphasized or you have not, you have not prioritized building a team of helpers around you. If you don't have a bunch of helpers, you are the helper monkey, okay? You are your assistant. If you're doing all the stuff that your assistant could do, if you're doing tasks that someone would do for 20 bucks, 20 bucks an hour, then you're doing it for 20 bucks an hour. Like, you should be paid dramatically more than that as a real estate agent per hour. When you break it all down, I get it, it's uncomfortable. You got to get out of your comfort zone a little bit, especially with the content creation. But also, agents avoid doing this or just fail to do this because you don't have a clear system. You don't have, you don't have these lead generating activities, time blocked in. And if you do, those are the first things that you push aside when someone's like, oh, I need to go see a house, and you're like, okay, cool, I guess I'll just chop 45 minutes off my prospecting time. No, no, you need to flip it. Your prospecting and Legion and marketing time needs to be top priority of the day. And you, you do everything else around it. You schedule everything else around that. Otherwise you're, you're cannibalizing your future business. Another reason why agents avoid doing all this. I get it. You don't see immediate results, especially with content creation. I get it. You don't see immediate results. But so then to feel productive and to feel like you're, you're working hard, you result to like you. You, you default back to doing busy work because then you feel busy and productive. I completely get it. I don't know what you need to do. Like put, put a reminder on your phone every week to replay this segment of the podcast right here to remind your ass that the results come from consistency over time. If you don't have leads coming out of your ears after four months of doing content, welcome to the club. You're not doing it wrong. Okay? That's part of it. You should have some Conversation started after four or five months, but like after, come talk to me after a year or two or three of doing content every single day, come talk to me then. Most of you will never do that. Unfortunately, most of you will never commit to doing content and improving. Right? You're going to suck in the beginning and then you're going to suck a little bit less and you're just suck a little bit less. And that's the only way to get better is by freaking doing it over time. I'd rather you do one video a day for 100 days instead of a hundred videos in one day. You're going to get dramatically better by doing one video a day over a hundred days than a hundred videos in one day. You want to do 100 videos in a day? Good luck. I mean that it's, it's possible you're not going to do it yourself. You need a team around you to do it. So I get why you avoid it. But let's talk about how you fix it so that you can become a powerhouse and actually for once in your career, start hitting those financial goals that you set for yourself and stop revising downward like you're the fucking, you know, us, US Labor Statistics Bureau or whatever they're called, where they're constantly revising jobs numbers and it's just ridiculous. You don't have to do that. So here's the fix. Audit your week. What are you spending your time doing on a daily and weekly basis? Ask yourself legitimately. So go to your calendar last week and just look at it and ask, how much time did you actually spend generating future business? And if it's a low amount, you know where the problem is. Then this whole episode makes sense. You're like, well, yes, obviously, of course I'm not getting new business because I'm not doing things that get new business. I'm just managing the business I already have. So audit your week and then figure out, okay, you're not doing content or not doing it enough or not doing it as often, you know, are you spending time writing marketing emails, for example? That's a lead generating activity. Are you setting up ads? Are you, are you? You know, door knocking is one of those things like, I don't think it's the best use of your time. Open houses is a great way to lead, generate and to build a brand and to get out of your comfort zone and learn how to communicate with people. Open houses build confidence, especially if you're nervous about it, especially if you feel awkward. You do a bunch of Open houses, you're going to be a lot more confident by brute force. How amazing is that? Just by brute force, by throwing yourself in the deep end, you freaking figure it out. So also look at those things that you're. When you look at what you did last week, you're looking at your calendar, you're like, wait, I'm not. It's all managing the business, it's not growing the business. Well, what are you doing in that? What are you spending your time doing? Did you spend 45 minutes driving across town to grab a keybox off a sold listing? If so, stop it. Like, hire someone to do that. It's, it's unbelievable that you're putting up your signs. You're taking your signs down, you're putting up your keyboxes, you're taking them down. You're doing things like mowing the lawn or you're driving 20 minutes or even 15 minutes out of your way to save 20 cents a gallon on gas. What are you doing? You've got to audit what you spend your time doing. So outsource, like when you notice all the stuff you're spending your time doing, showings, I bet is a huge part of it. And then paperwork, administrative stuff. Outsource and delegate all the 20 per 20 an hour tasks. Get a TC, get a freaking transaction coordinator. It's the first hire you should make for 100 of you. Transaction coordinator, an admin assistant. Get showing agents, hire agents to show houses on your behalf. Right? Bookkeeping, all that stuff. Like sometimes graphic design, editing videos. Depending on where you're at, you may not be able to outsource those things yet, but work towards it. And then block two to three or four hours a day, whatever you can. Right now, at minimum of 2, block 2 to 4 non negotiable hours a day where all you do is lead, generate, you create content, you build brand. And then schedule your life around it. Make it top priority, non negotiable. Your family knows that, that two to four hour period, you're not available, your team knows you're not available. Your, your clients know you're unavailable. And I know when I say that that triggers some of you. Yes. Set some damn boundaries. Set some boundaries like a real professional does. Here's what, here's what I recommend you do, okay? Aside from those things, you have to. If you're, if you're tired of the income roller coaster, just get serious. Get serious about how you spend your time. Be honest with yourself about how you're spending your time. Hopefully this resonates now that I've framed it this way and you're like, wait all my time, the stuff that's burning me out, it's burning you out because you're just maintaining the business. You, it's not growing, but when you start getting a bunch of new business coming in, it's fun, it's enjoyable. It's not. You can't burn out it when you're having fun. You can get tired temporarily, but you don't burn out when you're having a blast. I could recommend a bunch of tools and platforms and all this stuff. Use your damn calendar. Use your calendar, use your notes to, you know, write down a bunch of stuff that has to be done and then prioritize it. But your calendar is the most valuable thing you have. Your calendar and some willpower, your calendar and some just make a damn decision that those things are top priority and you're going to build your life around it. Simple as that. You don't need fancy tools. I'm not going to, you know, recommend some fancy app that's somehow going to solve this for you. You have to solve for why you're not willing to do the the that moves the needle in your business. Once you figure that out, you're going to start hitting your financial goals fast. You're going to have to start revising your goals upward and then the next year upward. And pretty soon people are going to be asking you, how the hell do you do it? And you're like, oh my gosh, I don't know. I'm not really doing anything different. But yet you are with this little mental shift by focusing on doing the stuff that brings in the business and not spending all your time on what maintains the business. I hope this was helpful before we wrap it up. Keeping Current Matters is a tool you need in your tool belt. I love kcm. Be the advisor that your clients trust with keeping current matters. KCM gives you easy to understand market insights, ready to share graphics and scripts to keep you looking like a pro. Try kcm today for free over@try kcm.com Bam and speaking of Bam, I mean, Bam just hired. Not hired, but they got Shiron Shravaza on their board. Amazing. Big things coming from Bam. Congrats. I mean, Eric and Byron must really have some dirt on Shiron in order to get him to. To stoop to that level. To stoop to that level and join the board. I'm just kidding. I'm just talking shit. But BAM X, what they built with Bam X is incredible. Imagine Having the copy for every marketing email that you're going to send. Scripts for every video, hooks for every social post delivered to your inbox every single week. Level up your content and your business with the B X platform. Hyperlocal, data driven social media templates delivered every week. Video scripts delivered every week. Blogs and email content delivered every week. Courses, masterminds and a network of amazing agents all over@massive agentsociety.com BAMX I highly recommend you go check it out. Go to massive agentsociety.com BAMX and just go watch one of the videos where they visually show what's included in bamex. Just do that, that's all I ask. Just go, go to that website, go click one of the videos and then you'll see what I'm talking about. Don't just take it from me, go see it from, from them and join bamex. I appreciate you listening today. If you found this episode valuable, please share it with a friend, Share it with a team member, share it with your team leader, share it with your broker, share it with the CEO of your damn brokerage. I don't know. But share this with other agents because if you found it valuable, you know there's thousands, tens of thousands, hundreds of thousands of other agents in our industry who need to hear this shit because they're struggling and they're not hitting their goals and they're frustrated and they're getting into debt and their, their family life is strained because of finances. I know because I've been there. All you have to do to help. You never know how sharing one podcast episode could completely change someone else's life. And it doesn't take that much time. All you got to do is share something. I remember I first found Gary Vee because someone shared a video that he did on Facebook. This was back in like 2015 or 16. But the first video I saw from Gary Vee is because someone who, I, who I was friends with shared the video. And what's happened since, what I've learned since, what I've done since I can't even imagine had I not come across that for another year or so. So sharing an episode can make a big impact. Just throw the stone, throw the pebble into the water and the ripples that come out of it. It's just incredible. So share this. Thank you for listening. I'll be back next week. Episode 399 next week. What the hell? How did that happen? I appreciate you all. See you next week. Sam.