104. 750 Referrals a Year: A Solo Agent's System to Sky-High Profit with Flor de Maria McNally

Summary

Podcast Summary: The Millionaire Real Estate Agent Podcast, Ep. 104

Title: 750 Referrals a Year: A Solo Agent's System to Sky-High Profit with Flor de Maria McNally
Host: Jason Abrams (Keller Podcast Network)
Guest: Flor de Maria McNally
Date: October 13, 2025

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Main Theme / Purpose

In this dynamic episode, Jason Abrams interviews top-performing solo agent Flor de Maria McNally, who shares in-depth insights into her systemized approach that generates an astonishing 750+ referral leads a year—while raising five (soon to be six) young children and operating with one of the highest profit margins in the industry. Flor breaks down the models, mindsets, and step-by-step systems behind her client-centric business, revealing practical, replicable methods that turn every client relationship into a natural referral source.

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Key Discussion Points & Insights

1. Entry Into Real Estate & Early Success

[02:03]

• Flor transitioned from 11 years of bartending, driven by a desire for self-determination and delivering a high standard of customer experience.
• Her foundation in hospitality instilled her focus on branding, consistency, and exceeding expectations:
  “I think the best restaurant that I worked at taught me standards of excellence. ...there were standards, and you had to follow those standards because... guests expected it. And that's really what got me rolling in this world of... branding and making it consistent...” — Flor [03:04]
• Defied early naysayers by closing 17 deals in her first year, driven by relentless work ethic and total immersion in learning and implementation.

2. Systems for Scaling Referrals & Managing Family Life

[05:40 - 09:05]

• Underpinning her high-volume, high-margin solo agent business is devotion to streamlined, repeatable systems, robust tech tools, and ongoing coaching.
• Her focus is on making every process “consistent and duplicatable,” ensuring high-touch client experiences from contract to close, rather than just chasing new leads.
• Regular auditing with business coach (Emily Baker, MAPS Coaching) helps her identify and address bottlenecks, freeing her to focus on what matters most.

3. The Referral Engine: Data, Personalization, and Touchpoints

[09:54 - 26:52] Core Pillars:

1. Mindset Shift:
   • Inspired by "How to Win Friends and Influence People"—prioritizing authentic connection over selling.
     “It switched my mentality and I became more of a listener.” — Flor [10:04]
2. Data Collection as Foundation:
   • Requires full contact info upfront: name, phone, email, address, birthday, social profile.
   • Intake process modeled after a doctor’s office for professionalism and completeness.
   • Uses tech (SendBlue for messaging, Google Forms, Command, ClickUp) for seamless intake and touch enrollment.
3. Immediate & Automated Follow-up:
   • Custom “smart plans” trigger calls, texts, and series of tasks/touches for each client.
   • Information is tagged and segmented by source, timeline, marital/immigration status, and more for precise, meaningful outreach.
   • Birthday and home anniversary touches are meticulously scheduled.

4. Reveal: The 750-Referral Touch System

[16:39 - 31:09]

Birthday Cards: The Heart of the Referral Machine

• Fully personalized birthday cards with the client’s actual photos (from social media), a custom-written note, and zero agent branding.
• “It takes me 15 seconds. ...I go through them, I make sure they’re the right language.” — Flor [22:18]
• Cards are reviewed and approved by Flor to guarantee authenticity.
• Emotional resonance: Clients keep, display, and publicly share them. “I go to people’s houses ...they had seven of them on their mantle, like on full display. They love them. ...They can’t believe that I do this every single year...” — Flor [25:43]
• Cost: ~$500/month for a 7,500 person database, every client gets one, transaction or not.

Home Anniversary Gifts: Systematized Delights

• Year 1: Custom mug with home photo
• Year 2: Engraved cutting board
• Year 3: Personalized coasters
• Handpicked, occasion-specific gifts created from intake/final walkthrough photos (stored, systematized in Dropbox and ClickUp).
• Ensures the touch feels unique and meaningful each year.

Timeline Buckets & Follow-up Frequency

• Leads are segmented by timeline (90 days, 6 months, 1 year+), each with a corresponding follow-up schedule and plan.
• As their status changes, automations update their tags and touch frequency, ensuring no lead is prematurely forgotten or neglected.

Monthly Neighborhood Nurture

• Every client is assigned five neighborhoods in Command for monthly market update emails (ensures delivery regardless of market activity).

5. Building Trust & Serving Niche Audiences

[31:09 - 32:26]

• Flor specializes in serving Spanish-speaking and immigrant clients, proactively offering support and resources based on their specific needs (marital, immigration status).
• Provides more than real estate advice:
  “I’m removing that fear and changing it into, like, I did a good move. Now the people that are scared to even start the process, I’m taking that same approach.” — Flor [32:11]

6. Family, Balance, and High-Profit Margin

[32:59 - 36:00]

• On “having it all”: There is no perfect balance—prioritization and strong support systems (spouse, staff, VAs) make it possible.
• Sacred family time: Daily “launch dates” with her husband to stay aligned on business, family, and dreams. “Prioritizing your relationship with your spouse is the single most important thing that you can do.” — Flor [33:38]
• Proof: From $350K in debt to multiple properties, Airbnbs, moving the family to a 40-acre farm, and 500%+ personal net worth growth.

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Memorable Quotes & Moments

• The Power of Personalization:
  “People love themselves... People love seeing a picture of themselves.” — Flor [23:07]
• On Being System-Obsessed:
  “Everything is to eliminate the feeling that this is at all automated. Like, I want people to imagine me sitting at my computer crafting this card for them.” — Flor [24:50]
• On Client Surprise/Delight:
  “I went to somebody’s house, they had seven of them [birthday cards] on their mantle, like on full display.” — Flor [25:43]
• Jason Abrams on Flor’s Edge:
  “She owns two days every year in her database lives. She owns their birthday and she owns their homiversary. Those are the days where she staked her flag.” — Jason [36:05]
• On Balance and Self-Compassion:
  “There is no balance... I have to give myself grace. And this business has allowed me to give myself grace.” — Flor [32:59]
• On Leadership and Systems:
  “She’s collecting the data because she knows exactly how she’s going to use it...” — Jason [36:05]

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Key Timestamps for Segments

02:03–04:54: Flor’s background, entry into real estate, and early lessons
05:40–09:05: Managing family and high production through systems
09:54–16:02: Collecting client data, intake procedures, and tech stack
16:39–20:18: Timeline-based client segmentation and follow-up
20:45–25:43: Detailed breakdown of birthday card touch system
26:52–30:18: Home anniversary gifts and advanced “surprise and delight” touches
31:09–32:26: Supporting immigrant clients and managing unique client needs
32:59–35:33: Family, balance, and building a multimillion-dollar life
36:05–End: Host recap and closing reflections on systems, leverage, and leading with value

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Conclusion

Flor de Maria McNally’s interview offers a masterclass in turning systems and authentic connection into a high-referral, high-profit real estate business—even as a solo practitioner. Her relentless focus on personalization, intentionality, and delight—supported by rigorous process and technology—demonstrates a level of leverage and client care that stands out in the industry. Listeners walk away with actionable ideas for transforming their own business into a referral magnet, while also being reminded to prioritize family, relationships, and grace along the way.

Transcript

[A]

Foreign.

[B]

Welcome back to another episode of the Millionaire Real Estate Agent Podcast. I'm Jason Abrams, and this is the place where we lift the curtain on the world of real estate like never before. Every week I sit down with visionaries, pirates and mavericks. We're here to document, demonstrate, and most importantly, demystify their game changing models and systems. What secrets propel them to the top and how are they living their dreams? This is about passion. It's about strategy. But above all, it's about real, tangible success. So buckle up and let's dive in. This is the Millionaire Real estate agent podcast. Five kids under the age of eight. One more on the way. Solo agent. 120 plus units, year in and year out, goes from $300,000 in debt to a multimillionaire living on a 40 acre farm. And I got to tell you, friends, she's got one of the highest profit margins in the industry. I am talking about none other than, than flor de Maria McNally. Her system and her secret. It's incredible. Gang, she's going to tell you exactly how to get 750 referrals every single year. Sit back and buckle up. This is flor de Maria McNow. Flor, how are you?

[A]

I'm doing fantastic, Jason. Thank you.

[B]

I'm so excited about this. Right. I know where this conversation is headed, but I'm not going to rush it. I'm going to ask you the same thing I ask everybody. How did you end up in the greatest industry in the world?

[A]

It's a very strange story. I was a bartender for 11 years and I came home, actually, I was going through this with my husband this morning to prep. And, you know, I was just frustrated and I was thinking about changing restaurants again because I felt like I was always hitting a ceiling. And obviously I didn't name it that at that point because I wasn't an agent at Keller Williams yet. But I was just frustrated. And he's like, oh, you know, you should sell houses. I'm like, are you even listening to me? And I asked him today, I'm like, where did that come from? Like, it just came out of left field. And he's like, I don't know. Like, it just felt like, you know, the business where you could just be your own boss right away and where you could dictate the customer experience.

[B]

So I want to stay with bartending for a minute because you say it's a very strange story. But I got to tell you, it's like half of our stories, we were all in the restaurant business. And then we became real estate agents. So what did you learn all those years of bartending that you carried into the real estate business? Because our past isn't forgotten. It molds who we end up being.

[A]

You're absolutely right. And I think the best restaurant that I worked at taught me standards of excellence. They even had their own language model at this restaurant where we spoke to each other in acronyms. And when you were there, it was like a whole different world, but there were standards, and you had to follow those standards because clients or customers expected it, guests expected it. And that's really what got me rolling in this world of like, you know, branding and making it consistent so that when people refer you business, it's always going to be the same thing and people can come to expect it.

[B]

I love that. So you get into the real estate business. Do you have success right out of the gate?

[A]

Honestly, I was told when I first started that I wouldn't sell a house my first year, and I wanted to prove that wrong. And So I sold 17 houses my first year.

[B]

I'm always amazed at how many people say that to other people, and I happen to think it's the dumbest statement on the planet. Why would you set somebody up for failure and tell them, but don't worry, that's just all part of it. Fleur, that's insane. How did you end up selling so many homes your first year?

[A]

I just went all in. So I am very fortunate, and I'm not just saying this because I'm on a KW podcast, but I'm very fortunate that I started at Keller Williams. I went all in. I took Ignite, I did bold and I implemented everything, and I still do to this day. I'm in bold right now, and I'm making a million dollars a year. And I go back and I go back to the basics because I always pick up something new and I implement it at a high level and I'm there, I'm present. I'm not writing contracts while I'm in bold. So that was it. I mean, I would go to the office from 8 to 4 4, and then I would leave the office and I would go to the bar from four to four. I didn't have kids, I wasn't married, I was living alone. So I just went all in.

[B]

8Am to 4pm, then 4pm to 4am and then a four hour nap. And then you spun the whole record again.

[A]

I had a lot of energy. I was 24 years old.

[B]

I think that's amazing. All right, gang. So what you don't know is in between all of that, she then meets the man of her dreams. They then start a family floor. As you sit today, five kids under 8 years old and the sixth one is in the proverbial oven. Laura, talk to me about that, cuz we're gonna get into your model in a minute. But you're a solo agent doing 120plus units year in and year out with a whole basketball team under 8 years old. How do you do that?

[A]

It's all about systematizing. I think I'm wired a little bit differently than most agents. I'm very much about answering questions, right? Number one, how do I make this more streamlined? Number two, how do I make this consistent and duplicatable? How do I make this a surprise and delight moment for my clients? So I'm constantly answering those questions. I'm constantly tweaking my systems, my technology, my workflows. I think a lot of agents overlook the importance of that, especially when it comes to contract, to close. I know that's widely overlooked because we're so honed in on lead generation, but that actually generates leads. So I started tracking the difference between my past client referrals and my current client referrals. And I started to see this tremendous difference of like, wow, like people start referring me right off the gate just because the experience is so different than anything that they've ever done at that magnitude. You know, buying a house, buying a car, whatever. People don't answer their phones, people don't answer emails, people don't give them answers. And they're getting all of that.

[B]

How do you do that with five kids under eight?

[A]

It's all systematized technology, people, tools. And my coach has helped me peel away the layers of my business. And we've been able to isolate, okay, what's taking the most time at this present moment, at this phase in your business. And we either hire a person, get rid of a person, or develop a new system.

[B]

You have a coach from a company called Maps, which is Keller Williams, coaching division. Who's your coach?

[A]

Emily Baker.

[B]

Love Emily, by the way. And gang, if you're listening and you haven't taken Emily's listing course, let me just tell you, that thing is fire. But let me ask you this. When you say that she's going bit by bit through your business and you're unpacking it, what does that process actually look like? If I'm at home right now and I say, okay, I wanna audit my business, I wanna do what floor is doing? How do you start to think about that?

[A]

The first thing that she did when I first hired her, I was going through a lull. I had just come back to Keller Williams. I wanted to dou. I did 52 units the previous year. That was the most I'd ever done. But I was exhausted. I had two babies at the time, and I was telling my husband. I'm like, do you remember when I would stop by after a showing and I would, like, press the baby on my boob and then rip her off and then run to my next show? And he's like, oh, my gosh. I remember. That was so crazy. So I was exhausted and I was so burnt out that at the beginning of that following year, I'd only sold five houses and it was March and I was freaking out. So I hired my coach, and the first thing that she did was, what are your lead sources? What are you doing? At that point in time, I had stretched out my levers so I would shut myself in a room. It was agonizing because I don't deal well with rejection. I'm so used to just being trusted right away, and it's just not fun getting hung up on. And it was horrifying. Some people have no tougher skin than me, but yeah, so. So she's like, what are you doing? Why are you doing that? Based on your lead sources? Your top, you know, 88% of your business is referrals from the people that you know. Why don't we go three levels deep rather than three levels wide? I was like, okay, and so what does that look like? Right? So then we started tweaking. So I'm like, okay, well, I do birthday cards, but I don't do them consistently. And I want to make them better, gang.

[B]

That was the intro, because here's what I know. Yada, yada, Yada, floor gets 750 referrals in the last 12 months based on the system that you're going to hear. That's so wild and staggering. And it just defies the way that even my brain thinks about it, because as a solo agent, Floor, I've never heard a number like that. So, gang, you know what time it is? I am taking the notes. You don't have to take the notes. We're going to give you the model. If you don't get the notes, go to mreanotes.com, that's mreanotes.com, sign up. They come out as a PDF every Thursday. Floor, tell me exactly how to get 750 referrals annually with a different sort of touch system. What's the first step?

[A]

The first step is reading how to win friends and influence people. That book changed the trajectory of my personal life as well as my professional life.

[B]

Why?

[A]

Because I love talking about myself just as much as everybody else. So it switched my mentality and I became more of a listener.

[B]

Walk me through this. What's the argument that the book makes?

[A]

The argument that the book makes is that people are human and they want to feel connection. They don't want to be sold things. I don't like to be sold things. So at any given time, I'm always taking a step back and I'm looking at the way that I interact as a consumer. So what are my behaviors? For example, if I get a birthday card from a lender and it has a picture of their whole team, Happy birthday floor. I know, it just. It's just automated. They didn't really think about me on my birthday. Do you know what I mean? So I'm like, I don't like that. So how can I be different? How can I surprise them to, like my clients where they get a birthday card and they actually keep it and they're actually impressed. And so I developed a system where my clients. I collect every single piece of information up front. You do not earn the right to talk to me until I have your name, your phone number, your email, your home address, your birthday, and your Facebook profile. I get it. Sometimes they don't have social media. That's fine. I will forgive you and I'll let you in. But you at least have to answer the question.

[B]

Walk me through that, because that makes perfect sense. I want to get your information because you're building the foundation of what's going to be a touch program. How in practice does it actually work if I'm meeting you and you're like, hey, and you got this list a bit weird for me. So how does it actually go?

[A]

Yeah, so the way that it actually goes is somebody calls me or I meet them in person, and I spend the first 15 seconds telling them about how I run my business. I run it like a business. So when you go to the doctor's office, you're handed a clipboard and you're asked even for your Social Security number. I'm not going to ask you for that. Right. I mean. Right. And why do we as Realtors, treat our businesses so differently? I don't get it. So I get their phone number, I text them. I make a group text with my VAs I have them on a platform where they can imessage. So it looks like an imessage. I think that builds trust. And all five of them have access to. To this platform and they can text. And so I have coverage from 8am until 10pm okay, do you know the.

[B]

Name of that platform floor?

[A]

The platform is called SendBlue.

[B]

SendBlue. I get it. That way it doesn't come in as a green one, which, by the way, if you're using Android and you're sending green, you're ruining everything for the rest of it.

[A]

Yeah, everything for everybody. Exactly. Okay. I'm not gonna be the one to ruin that.

[B]

So sendblue. Okay, so you're getting their phone number. That's going to your whole group of administrative people. What's happening next?

[A]

Okay, so then I text them like, hey, can you confirm that you got this message? So that will immediately have them. Because this is the thing. Like, I'm also very techy, right? So I know that if they don't respond back and I just send this giant link, it's not going to activate as a little bubble on imessage. Every detail. Every detail. Okay, so, hey, thanks so much for calling. Can you confirm that you got this message? And I have it as a text replacement in my phone. So I type in a CN and then the text comes up. The person texts back, yes, I received your message. So then I send my link. It's a Google form. The Google form goes through all the pieces of information and you cannot submit it because every single piece is required. Once that form is submitted, it triggers a series of events in my ecosystem, one of which is they get dumped into command. They get dumped into a Google spreadsheet. They get dumped into a platform that I built out called ClickUp. It's a project management software that is a way for me and my team to communicate about a certain client. So it's like their profile and the client gets a text message because they automatically get added to a smart plan. And they get an email saying, hey, thank you so much for filling this out.

[B]

Okay. For our friends, because we get a lot of friends from other brokerages. So I'm going to translate a little bit. Gang Command is the platform that you get at Keller Williams, and it's a full platform. You can run your whole business. Smart plan is an automated touch that comes from that system. What's the smart plan you're using? Flor or did you make a custom one?

[A]

I made a custom plan.

[B]

Walk me through some of the pieces of that. So that the audience understands why you turn it on.

[A]

Yeah. So the smart plan goes through a series of tasks. The first day it requires me to call them and text them. It also sends out the email and text saying, hey, thanks for filling this out. It truly helps me so much. I can't express, you know, enough how important it is. Then my VAs are trained. So I spend time training my VAs and my director of ops so that they understand, like, this is how we process a lead. That's what we call it. Right? Processing. They add the tags. So on that form I also get their marital status and immigration status, because those are two pieces of business that are important for my niche. And being in Ohio and Kentucky, two of three dower states and the whole US Fun fact. So marital status is crucial. So they go through and they tag and we have a system. So are they a met, haven't met. Are they a buyer, seller, or both? Where did they come from? Because it also asks them, where did you get my name? If it's a referral, who referred them? So each individual person that refers me has a tag. So I can go back and I can filter. And I can see that Lorena Guzman has sent me 56 referrals in the last five years. Wow. Yeah. And they add a birthday task. So the birthday smart plan doesn't work well for me in the way that I do things. So the VA's just add the birthday task three weeks in advance, they start preparing it, and then they send it to me for approval on the week of their birthday so that it gets there on time. They add five neighborhoods. I don't care which neighborhoods. It could be the neighborhoods where they live in. It could be made up neighborhoods. It doesn't matter. The point is that they're getting that digest every single month.

[B]

Dang. Just to keep. When she says they add neighborhoods, one of the features of command is that you can send a monthly neighborhood nurture. So this is. Think of it as an email that rolls up the aggregate information for each of those specific neighborhoods. So you're going to see actives, you're going to see pendings, you're going to know what's going on where you live. The end user can add other neighborhoods and they can do so all over the country. Let's say their kid is at college and they want to watch that neighborhood. And then they happen to own a place on the Florida beach. And then they also live in Northern Kentucky and hang out with Flor. She can give them information on all of Those places.

[A]

That's exactly right. And I understand that aspect of the technology. So that's why I'm like it doesn't matter. They need five at least. Because statistically speaking, that's what's going to generate the email. Because if there's no activity in that neighborhood, it doesn't generate the email I need it to generate every single month. Because that's one of my touches.

[B]

I put all of this in the bucket of collecting info. Meaning you first changed the way that you thought about it. You realized that all people were human. They didn't want to be sold, they wanted to be connected with you then asked a simple question. What's the base information I would need in order to connect with them about real estate, which you collect. Then they come in which triggers an automated plan. They're going to get a welcome call from you and a text. They're going to get the email intro. You're tagging who sent this person in the CRM. We're kicking off this birthday event. You're going to unpack birthday in a minute, but that sounds important. And then they're filling out their five neighborhoods in order to get a monthly neighborhood nurture. That's where we are. What happens next?

[A]

So what happens next is that me or an ISA connects with them and I just go through the pre qualification. I already assumed that I got the business. So I'm just going through and seeing what the best course of action or what their timeline looks like looks like. And I determine if they're 90 days, if they're four months, if they're six months, nine months or a year plus.

[B]

So why is the timing so important? Because you could have segmented them by anything but you chose to do it by time. Why is that?

[A]

Because most agents assume that this person that they're talking to is always going to be an immediate yes, that it's going to be a 90 day deal. But not everybody's on that timeline. People are, you know, a lot of times are gathering information. I've worked with people for three years before they purchase something. So you want to stop assuming that everybody's on the now and that you need this deal today. That's why you're constantly lead generating so that you're not having to put that kind of pressure on people. So that's statistically that's what we see, is that they either they go into one of those buckets and it's worked really well for the last five years. I won't say that I came up with it. Myself, my coach helped me develop the buckets.

[B]

Once you know when they're going to do business, does that change what your follow up system with them is going to be and how do you tag that in your technology?

[A]

100%. So when they first come in, they don't have a timeline tag. So that's my job or the ISA's job is to add a timeline tag. That's our red tag. Once the timeline tag is added, then we remove the new lead smart plan and we leave the one that the timeline tag triggers. So if I had 90 days, then a 90 day plan is added. The 90 day plan is the unlimited plan. So that's where everybody's going to end up. So if they're a one year plus because I don't know, they just started a business, so now they need to wait two years, then six months after I add that tag, it's going to ask me to call them. Then three months after that it's going to ask me to call them, et cetera. And then the final phase is going to be being automatically added to the hot plan and the watch plan ending. So then it becomes a weekly follow up because we're past the year now they're a hot lead.

[B]

So this makes perfect sense to me. So the time between now and when they're gonna do business dictates both the frequency, how often and the intensity what the message is that you're gonna communicate with them. Is that what you're saying?

[A]

That's exactly right.

[B]

And everybody as they move through the system at some point ends up as hot. 90 days within when they're gonna do business and it's there where you're contacting them every single week. How often are you sending them properties.

[A]

To look at properties, we set up a portal if they request it on the form. So part of the form, the initial intake form is hey, do you want us to send you properties? And so they get to dictate the criteria and they're on a portal and then obviously they're getting the monthly neighborhood nurture as well.

[B]

I love that. Okay, so talk to me about some of the coolest touches that they're going to get. It sounds like let's start with birthday. That seems to be the thing. What do you do special on their birthday?

[A]

On their birthday, since I get their social media account, so when I'm on the phone with them on their initial intake, the first thing that I do is I verify their information again. I treat my business just like any other business. When I call into Verizon. The first thing that they do is, hey, let me just verify and make sure that I have your information up to date.

[B]

That is what they do.

[A]

Right? Right. People move, People change their email. I mean, there's so many things. People get divorced. Oh, I can't tell you the number of times that's happened. People get marri. So I'm going to verify every piece of information. And with my clients, because I work with a lot of Spanish speakers, they change their immigration status. So whereas before they were work permit, now they have the residency. So now I get to congratulate them because that's a huge step. But it also opens up a whole new world of possibilities for their loan. Out of the 120, 130 transactions that I do a year, 80% of them are buyers. Wow. Okay, so the birthday. Three weeks prior to their birthday, the task becomes active for the VAs. The VAs then put together all the birthday cards for that week or for that day. They probably. On average, they probably do 20, 20 birthday cards a day. I've tried different methods, but at the end of the day, the Rainmaker's going to know their clients the best. Now, if you have a team, then that specific team member would know their clients the best. Right? So they send me a PDF. It sounds like a lot of work. It takes me 15 seconds. Like, I lay down in bed and I'm like, okay, I've got some birthday cards to review. I go through them, I make sure they're the right language.

[B]

What do they look like? What are we even talking about?

[A]

Like this.

[B]

Okay, gang, she's holding it up. So if you're watching us on YouTube, please like and subscribe on YouTube. We love having you there. If you're listening, let me describe this for you, because this is unique. On the front, it was a picture of the client, and it says Happy Birthday in her name. When you open it, it's a fantastic picture of the client with her whole family. And a custom note from Flor. Flor. How do you have the photos of them and their families?

[A]

Social media account. There's a method to my madness.

[B]

Oh, this is all coming together. So y' all go through social media, look for the best pictures of them, and that's what you're using in the card.

[A]

That's exactly right.

[B]

Why?

[A]

Because people love themselves. So let's go. Let's backtrack. How to win friends and influence people. People love talking about themselves. People love seeing a picture of themselves. I was telling my husband in preparation for this Call as well. That. We got so many cards for Elena's birthday. My daughter. And one of them was from her ballet studio. Okay. We threw it in the trash. I mean, what are we going to do with it? It's like, it's marketing for them, right? So I tossed it out. Then I was thinking about it. I'm like, what if they had sent me a picture of Elena at her recital? They have pictures, you know, stored in their system from every single event that my children do. How freaking mind blowing would that have been? I would have opened that. I would have cried. I would have posted it on Facebook. That's exactly what my clients do. They post it on Facebook. They send me a message, they send me an audio.

[B]

They take a photo of the birthday card.

[A]

Yes, yes. And I tell people my go look at my profile. It is literally hundreds of posts on my page every single day. Floor is the best realtor. She never forgets my birthday. Look at this card. Because we have a system, too. I've trained my VA's where we don't repeat the same photo.

[B]

Wow.

[A]

It's like if they don't post that many photos on Facebook, then they just get a generic one. But we're not going to repeat the photo, at least for two or three years.

[B]

So walk me through. So your VAs, they find the pictures that they think are great on Facebook. They then copy those. Which system are they using? What company to order the birthday card?

[A]

Mailbox Power is a company that I use.

[B]

Mailbox Power. Are they writing the little note and you're just editing it?

[A]

And that's super fun, too. So, again, like, everything is to eliminate the feeling that this is at all automated. Like, I want people to imagine me sitting at my computer crafting this card for them. Okay, so how do I do that? Every single year, at the beginning of the year, we write a new note together as a team.

[B]

Can you read us what the note on Elena's card says?

[A]

I have an English one because that one was in Spanish. So, Michelle, today's your special day. I wish you all the best and all the joy you can have this upcoming year. Never forget to smile and have a positive perspective on your life. Have a day full of joy and celebration. Happy birthday, friends.

[B]

You can't see Fleur smiling ear to ear, and so am I. And this is a car. This is another card. She looks great. That's fantastic. I promise you the genius of this. This is ending up on the refrigerator. This is ending up in their office. They're not throwing this out Nope.

[A]

I go to people's houses to visit them for dinner or for their housewarming party, and they have them up. I mean, like, I went to somebody's house, they had seven of them on their mantle, like on full display. They love them. They love them. They're so surprised. They're so delighted. They can't believe that I do this every single year. And they're like, but she has five kids. And I'm like, yep. And you're always going to get a birthday card from me.

[B]

It's so good. What does it cost per card? Ballpark.

[A]

Ballpark. I spend about $500 a month. I have a database of 7,500 people. So any person that comes in, you're getting a birthday card, you're getting a birthday card. You're on that plan. It doesn't matter if you transact or not.

[B]

You know, at the risk. November 15th, floor. It's coming up. November 15th. Jason Abrams. I can't wait to see what you come up with.

[A]

I got a true people search you and find your home address.

[B]

So good.

[A]

I'm sending it to an office.

[B]

No, I'll text you. I think this is brilliant. I really do. Is there another touch on top of this one that you do that people absolutely love or a client event? What's the other thing holding this together?

[A]

Yeah, so the other thing that I do, and this one's a little more complex. So once my client closes, they also get a home anniversary task. The home anniversary task is a yearly task. Three weeks before their home anniversary, my team puts together a gift. Now, the reason why it's more complex is because a gift changes every year. Yeah. So it's a little bit harder to track. So we have a different tagging system. So the first year it's a mug. The second year it's a board. The third year, it's a coaster.

[B]

Tell me about the mug.

[A]

This is the mug.

[B]

This is off social media. Also, this is a picture of their family.

[A]

So this was before I was licensed in Indiana. So I didn't have my whole. I'm very ocd. I meet the client, I speak for them. I speak to them for 15 seconds. When I have the ISA roll, they take care of, you know, getting them to the pre approval mark. Okay. Once they're pre approved, then they go with my showing partner. They're looking at houses. Once they're under contract, they go with my director of ops and they go through the whole contract to close process. I negotiate the offer. I negotiate inspections, I negotiate appraisal. If needed. So then the first time I meet my clients is at the final walkthrough. Final walkthrough is the system. So I meet with them, I connect with them. I'm so happy to finally meet them, put a face to the name. And they feel like I've been there the whole time. But we'll talk about that later. So what I mean by systematize is I take two pictures at the final walkthrough. One of them with the whole house and one of them up close. Portrait mode. They're both landscape. I know it sounds like really intense, but it is really intense. And then when they come to my office, we do a celebration at the closing. They hold up a big board that says, today I bought my first house, my new house, my dream house, whatever their story is, right? And I've got their name on the screens in the office. And yeah, so I have three pictures total. So one whole house, one up close at the house, one at the closing. Those all go into Dropbox and they're categorized by year. So this is. I wasn't licensed there, so I had to grab picture off of social media, but this is the real picture.

[B]

Oh, my gosh. Okay, gang, she's holding up the mug. And the mug is them standing in front of the whole house. And the house is big and they're little. It's like a really cool scale. That's so smart. So you're planning the mug the day that you do the walkthrough?

[A]

Exactly.

[B]

Okay, I love the mug. What's the second one? Second year two?

[A]

Year two or just the second gift that they get is the board.

[B]

That's a cutting board, gang. And it is engraved. What does that say?

[A]

It says happy home anniversary. Two years in home. In your home.

[B]

Love that. Love it. Okay, what's the third year?

[A]

I don't have a physical example of that one. It's cosrs. So then I take whatever photo I didn't use for the mug, either up close or far back, and I make four coasters, custom coasters that say happy home anniversary.

[B]

Dare I ask, did you plan a fourth year? Or at that point you just figure it out.

[A]

Most people move by then, so there's very few people that have been in their house longer than that. And I've only ever had, I want to say less than 10 people that I've sold with somebody else that bought with me for a variety of reasons. Oh, they get a card too, with their home anniversary.

[B]

It's genius floor. You own the birthday and you own the homeiversary. And here's the reality. You say Your business is 70, 80% buyers today, but you're loading up on future listings. Lady, you're about to switch.

[A]

I've gotten so many listings this year just from repeat clients because they get this mug and they're like, oh, my gosh, it's so crazy that you just sent me this, because I want to talk to you about what options I have. So a lot of them are actually. So when I sit down with them, them, I'm very consultative. Right. As we all should be. And my motivation or my intention is never, let's put it on the market. Let's evaluate. Like, where are you? Is it really the right move to sell your house? Or how much do you have saved up? Because maybe we could just put 5% down and rent this current house. So a lot of my clients are doing that this year, where they're keeping and they're building wealth. And it's so exciting. It's so exciting.

[B]

All right, this is all genius to me. I got two more questions for you. For one of them is around immigration status. This is a difficult time right now, and how are you helping your clients deal with the fear and with the concern and maybe having family members that are living through this is it care calls? Are you doing something different in your buyer intake? Are people more afraid to talk to you about what's going on?

[A]

Yeah, fortunately, they're not scared to reach out to me. They're actually reaching out to me more. They're asking me, what are my options? What do I have to do? And I'm like, great news. Like, I'm so glad that you bought a house, because now you have either a revenue stream or you have a way to get capital quick and get it to your country. So I'm here for you. You know, whatever you need, if you need to cash out and take that money back home and start a business there, or if you want to set it up for rent, like, I know great property managers, and you'll have a steady form of income coming your way, and the cost of living is so much lower there. So this is great. So I'm just. I'm removing that fear and changing it into, like, I did a good move. Now the people that are scared to even start the process, I'm taking that same approach. But obviously, you know, proactively, like, you should buy a property. They can't take your property from you. So, you know, you'll either have a rental property or you'll have a nest egg, you know, where you can take back home.

[B]

Love that. All right, last question for me. I want to touch on this idea of having it all, because five kids under 8, a sixth on the way, a giant business. And I won't out you, but I know your profit margin. Let me just say this, gang. A solo agent, surround incredible VAs and administrative people may not may does have the highest profit margin in the industry. I'm telling you.

[A]

Exactly right.

[B]

So it sure seems like you got it all. How do you keep all of the work in the family in balance?

[A]

There is no balance, you know, and you just, you have to come to accept that, that there will be days where business comes second. So my first trimester, for example. And I just feel so fortunate to have this business behind me because it keeps going. I'm selling 10, 12 houses a month regardless of where I am, you know, and so I was able to rest. And this is the first time that I'm still nursing my daughter and I'm creating life. And I'm not going to lie, Jason, like, I've been exhausted and I beat myself up because I am a high achiever and I just want to do the best possible job. But I have to give myself grace. And this business has allowed me me to give myself grace. So there are days where I'm not going to get on the phone and I have the luxury of having great people around me that, that have my back. So. And then there's going to be days where I got to hit it hard. And that's where my family comes in and I have a very strong support system. And what I will say to people that are listening, you know, prioritizing your relationship with your spouse is the single most important thing that you can do. Jimmy and I go on lunch dates every day, every day, every day. And we will set everything aside and we'll go launch. That's what we call it. Okay, we're gonna go launch. And we sit and we could talk about work, because work is our passion. You know, we talk about the kids a lot. We talk about our dreams. You know, what are we working towards? And just having that alignment with your spouse is absolutely just a priority. And we're under contract right now for a 40 acre farm. When Jimmy and I had our first child, we were $350,000 in debt. Our net worth has. I was trying to ask chat gbt, but it's like, yeah, you can't really calculate from a negative number, but you've had tremendous growth.

[B]

And I'M like, yeah, I'm gonna disagree. Every real estate agent started calculating from a negative number. Let me just. I know I did.

[A]

Let's just say I've probably had about 500% growth in my net worth. We have several properties. We do Airbnb, we do long term rentals on top of everything else. And our kids have a future. And so we're moving to this 40 acre farm. Three bedrooms, one bath. And we're just unconventional. Like, we're just like, bring on the pain, bring on the challenge. Like, what can we get out of this? What can we extract out of this? So just being in alignment with your whole family is just so important because there are going to be times when business comes first. And that's okay, gang.

[B]

Floor, I think you are so powerful when you said so. I'm breastfeeding and creating life at the same time. When I get a cold, the whole world has to stop and I need three people to attend to me. Thank God for people like you, Floor. You're so powerful and I'm so grateful for the way that you see the world and the way that you show up in it. You inspire the heck out of me.

[A]

That means a lot to me. Thank you.

[B]

Thank you for everything you're doing for the industry, Floor.

[A]

Thank you.

[B]

You want to talk about systems? Systems. On top of systems, on top of systems. Here's the reality, gang. It's just leverage. See, Flor looks up at the world and she thinks of leverage as the model and system that I'm running, the piece of technology that I'm using, and the people that I've hired to make sure it all works. Did you hear when she ran down the intake for all of her people into her database? She's going to build a foundation from Jump Street. She's getting their name, she's getting their phone number, she's getting their email, their home address, their Facebook profile. These are all forward thinking moves. She's not collecting the data because one day she might use it. She's collecting the data because she knows exactly how she's going to use it. And sure, she's got an entire touch program, but at the end of it, she owns two days every year in her database lives. She owns their birthday and she owns their homiversary. Those are the days where she staked her flag. And I gotta tell you, she's onto something. You could have a billboard that says, it's not about you. That's how Floor sees the world. Every one of those key touches has photos of the actual clothes. There's no pictures of floor. There's no engraved huge logos for her team. It's all about them. I think she feels honored to be part of their journey. And she wakes up in the morning, in one hand, shocked that it's grown this big, and on the other hand, completely sure why it's happened. Here's my question. When you look up at the touches that you're making to your database, do they tell their story or do they tell your company's story? Because I'll tell you this the minute it doesn't have anything to do with them, gang, she said it best. It's just marketing. Go forth and do likewise. There it is. That wraps another episode. Friends, I don't know what you're taking out of this. I really don't. I'll tell you what I want you to be taking out of it, which is these are the people that are having tremendously big lives. And the the reason it's happening is because they're setting up the models and systems to do just that. Gary Keller told me that leadership is teaching people how to think, so that they do the things they need to do when they need to do them, so that ultimately they get the things they want when they want to have them. And that's what I want for you. You're all leaders, but it begins with leading ourselves. Hey gang, if you're enjoying this as much as we are, I want you to subscribe. Hit the button right now. Do it on YouTub, Amazon Music, Apple, Spotify, or wherever you get your podcasts. We also send out a newsletter at the conclusion of every show to make sure that you get the highest points in the models and systems that were discussed. So if you want to sign up, I need your name and your email address. Head over to themillionaire agent podcast.com millionaireagentpodcast.com Enter your name and your email address, and every week that newsletter will be in your box. Friends, you just went on a journey. I hope that what happens between now and the next time we meet is absolutely wonderful for you. Thanks for listening. I'll see you next week.

[C]

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