The One-Word SECRET to success in real estate.

Bob Mangold, founder and CEO of Home Boss Group, opens free weekly “15 Hour Client Attraction Clinics” for serious real estate agents seeking a predictable pipeline while working 15 focused hours and generating clients without cold calling or door knocking. He argues the one-word key to success is “competition,” outlining six levels: competing with yourself (habits, planning, time blocking, skill-building, focusing on high-value tasks), competing for the consumer (a compelling “why you” offer), competing with the market (rates, cash buyers, discount models), competing with other agents, competing with lead portals (avoiding large commission give-ups), and creating competition for sellers’ listings to maximize price. He assigns homework to list commitments in each area, promotes a free “15 Hour Client Attraction Method” guide, previews next week’s “why you” clinic, and emphasizes listings, real-world practice, and focusing on closings over lead volume.

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Transcript

  Welcome to our initial 15 hour Client Attraction Clinic that's hosted by Home Boss. Now these are a series of free weekly clinics for serious real estate agents who want to build a predictable pipeline to focusing 15 hours of their work. To generate clients without cold calling or door knocking.

Now, in the first clinic, we're gonna get started by talking about the one word secret to success in real estate. Kinda sounds like clickbait, right? But it's actually not, because here's the thing, if you get that wrong. Nothing else matters. Now, quick intro. My name is Bob Mangold. I'm the founder and CEO of the Home Boss Group.

In 2025, we had 4,834 closings and just short of $3 billion in production. Our per agent production, which is a pretty important concept or factor to me, is higher than all but two brokerages in North America. So we know these systems work. Now, it sounds crazy to think. That your success in real estate comes down to one word, but it actually does.

The word is competition. So when I say that to you, what's the first thing you think of? Put it in the chat box for me. When I say, Hey, you've gotta learn to be more competitive. What? What does that bring to mind for you?

Now, I do want you to use the chat box for this. One of the reasons that I want to do this, folks. Is if I get too many questions I'm dedicated to keeping these down to 30 minutes. So if we get a lot of questions, I may take the last sequence or the last clinic of the month to answer a lot of the questions that I didn't have time to.

In these different clinics. Because I'm pretty dedicated on keeping these to 30 minutes tops. So in my opinion, there's different levels of competition.

There's different factors that you to bring into play that you've gotta overcome. So we're gonna start by breaking 'em down individually. And then when you're done, you can build an entire business model around those concepts. Quite simply, your ability to compete is going to dictate your success.

Now, in my opinion, the number one level of figuring out your competition is that you are your competition. You're your number one. Source of competition. Here's what I mean by that. How many of you guys remember the Dunking Donuts commercials from the early eighties? I didn't realize they were from the early eighties.

I actually looked it up where they had the guy laying in bed and the little devil guy pops up and says, no, stay in bed. You get to sleep, you deserve it. And the other one says, no, you gotta get up and make the donuts. People are counting on you. Folks, we all have that conversation with ourselves every day, right?

Not one of us on this call, not anybody ever watching this video from the most successful to the least successful person does not have that conversation every day. Your ability to dictate that is gonna decide your future, right? Because the question for you is gonna be. What competition between the good habits and the easy way are gonna happen for you every day?

So the question that you're gonna have to determine is you're gonna have to fight this every single day if you wanna build what you want to build. And if you can't overcome that, the game's already over. Just stick with a nine to five job because real estate is a business, right? You are going to have to decide.

If you wanna run a real estate job, a real estate business, or you just want to catch any deals that fall through the cracks for you somehow, lots of agents do any of those three options. What we teach is, and that's why we say this is for serious agents. We're looking for agents who wanna take and build an A business, right?

So that decision is gonna have to happen for you every day. When you wake up and you don't feel like doing the things that you need to do, or some of it is monotonous or whatever that is, your ability to do the things you don't wanna do will dictate your success. Here's some thoughts for you to consider.

Are you gonna be strategic? Are you just gonna run by the seat of your pants? Are you gonna create a real estate business or a job? What's the difference? A real estate job is you wake up every morning and you have no idea what you're gonna do. A real estate business is waking up every day knowing exactly what you'll do, so that you don't have to wake up and go what am I gonna do today if shown how to do it?

Will you devote the time to planning this out? That's the purpose of these clinics. Folks. We're gonna show you how to do it and will you do what it takes to do that? Will you take the time to plan this out or will we just figure it out as you go along, right? Will you time block to control your time?

Especially if we give it to you like we can have AI create an AI prom. That will tell you what to do every day, what you told that you wanna get done every day. Will you develop and refine the skills to successfully have conversation or conversion conversations is what we refer to 'em or will you just shoot from the hip saying, yeah, hey, I'm just good at BSing with people.

Let just see. I'm good at this because it's not about sitting down and being good and BSing with people. It's do you have the ability to have a conversation that will convert them? Into a client, and one of the ways that you do that is to figure out your competitive advantage. Why you, right? Will you spend your time on listings or buyers?

That's competition for your time and your and time is money and our business, so you have to decide that, right? One of the things that you have to compete for is your time. Somebody's always competing for your time, right? There's a gazillion different webinars. There's family things, there's client things that are competing for your time. Where will you spend that time? Are you gonna do the high value tasks or you're just gonna be your own assistant now? How much will you value your time?

How much will you value your skills? But figuring out how to compete in the marketplace, the first obstacle to overcome in competition is you, in my opinion, the second level of competition is. To the consumer. This is pretty simple, in my opinion. Why should they hire you instead of another agent or another option, right?

We have all kinds of options. They have friends and relatives. There's cash offers. There's, companies that'll rebate a money. Why you instead of them? Now, I don't expect you to have an answer today, but that's next week's class is having that conversation about why people hire you. If you can make your offer so compelling that they have no other choice but hiring you, whether it's to buy or sell or invest, can we agree you would make more money?

And then if you have such a compelling offer, can't you build your branding and your marketing? Around that. Because if you're smart, here's what you do. You create marketing and conversations and scripting that gets people to ask you the question that you want answered. So for example, if we're doing an open house and we handed somebody a flyer, and my goal is with that flyer is to get them to say, wow, that's cool.

How do I do that? Now I know I have to answer the question that I gave, or I have to give them the answer to the question that I told them to ask me. Do you see how much easier it would be to convert when you do that? But you have to figure out how you have to compete for that consumer now, right?

Because listen guys, there's all kinds of stuff out there now. I just seen another one where it was a some AI real estate company in Florida. And this guy, oh, and I saved all the real estate commission or whatever. I actually looked up this guy's property. I can go into tax records and see different transactions and whatever.

And he literally sold his house for about 8% less than what he would've if he would've sold it at market value. But it's an option. So you have to figure out what that's gonna look like to the consumer, the next level of competition. Is well from the market. Every one of you on this call, don't care where you're at.

Doesn't matter if I know your market or I don't, you have cash buyers, you have discount companies, right? When I say competition from the market, aren't we competing right now with interest rates? Interest rate is holding people back from selling and buying. That's competition, is it? Isn't it? Now, you may say, Hey, I can't do anything about interest rates, and my answer is, you're wrong.

Yes, you can. You have options. You just have to figure those out, right? We have builders out there that figured it out. They're buying the interest rates down. I just had a friend of mine who closed on a house at five and a quarter percent 30 year fixed rate loan.

The builder just bought the rate down. Could you do the same thing if it wasn't a builder on your listing? Is that a conversation you could have with your listing? The answer is yes, it is. And so consequently, when you can figure out how to deal with all these things. You can build a market around it, right?

So we'll cash home buyers, that's pretty easy. We can get cash buyers and then why don't we market to them and meet the client where they're at? We know 99% of the time they're not gonna accept the cash offer. But if I could get 'em to raise my hand, now I'm competing in that. I know. And so it's sitting down and thinking through these things.

The next level of competition is competition from other agents. What are they doing? What do they do better, right? Some agents do some things better. If you're a new agent on here and you're on a listing appointment against a 20 year pro, how are you gonna compete? What are you gonna say? What do you offer?

Now, I don't want you to worry about that because as we go through these clinics. I'm gonna cover those topics so that I could teach a brand new agent. I don't care if they got licensed yesterday to go into a listing presentation and win against a 20 year agent. Now I'm gonna show you how, we've made our agents virtually impossible to compete against for listings.

Then at least it gives you a guideline or a framework of what you might possibly able be able to do. Now you have the next level is competition from lead portals. These lead portals have what you want, right? They have leads, so you're competing with them to get leads. They already have the traffic.

You have to figure out where are you gonna find yours Now, in my opinion, it just, it crushes me every day to see this. So many agents are relying on these pay at closing leads. Where they're given up 40 and 50% of their commissions, and a lot of times they're working on teams and they give up like another 25% on top of that to the team leader.

So they're walking away selling a half a million dollar house and they got like a $2,000 commission. I just think that's horrible. If you can take and build your own systems to attract clients, but you have to figure out how to compete with that. And then the last one is. Creating competition for sellers.

The way that you can take and become the dominant agent for listings is if you have a serious plan about how you create competition for their listing. There is no sec. There is no secret in the consumer's mind anymore. They can go back to 21 and 22 and remember what that was like and everybody was like offering the craziest offers forever.

That was simply competition. When you're in a listing presentation, all you have to do to a seller is show them how you'll create more competition for their listing than other agents can. It's that simple, right? So if we look at this whole private listings, things that's going on now with like Compass and now that they bought anywhere, just so you guys know, they own 25, about 26% of the listing market as we sit here right now.

You will never convince me that is good for the seller, and at some point in time, the data will dictate what the reality was. You'll find that these homes sell for less money. Now I understand why they're doing it, it's an agent attraction opportunity for them saying to their agents, Hey, you can put 'em on there, and they have to call you.

The buyer has to call you for the listing. And that's cool. And then you can go in there and convince 'em that's a good idea to do, but when they don't get the right price for their home, right? And I forget what the number is now, the number that end up going into the MLS or whatever, it's a very high number, but now you've wasted 30 days of your market time.

Are you gonna get the highest price? And let's be honest, with all the lawyers nibbling around the real estate space, how long before they go, Hey, if you sold your house in a private listing network and you were convinced to do that and didn't get all the money for your home, call my office. What do you think's gonna happen to that folks?

Now, company's a big company, they got really good lawyers for that, but what's it gonna do to the agent? That's my opinion. Robert Kin doesn't care what my opinion is, but at the end of the day, the way that you create competition for your sellers is how you're gonna dictate how many listings you take.

Personally, if I would go in a listing presentation against a Compass or anywhere or any of those agents now I would blow them away explaining how competition is, what's gonna dictate the price of your home. And let me show you these five things that I'm gonna do that nobody else can do in this market to create competition for your sellers.

And if I have a plan built around that, then I'm gonna take as many listings as I need to take. Does that make sense? So let me recap them for you, because one of the things I'm gonna do is I want to give you homework at the end of each one of these sessions. So here's what I want to do, I wanna review this with you, is really sit down.

The first piece of competition is to figure out how you're gonna compete with yourself with that good voice and the bad voice. And we all have 'em. It's not a negative, it's what we have. What are you gonna do to overcome that? So that's your first level of competition. Figure out yourself, answer all those questions.

Are you gonna be strategic? Are you gonna run by the seat of your pants? Are you gonna create a real estate business or a real estate job? Totally up to you. Will you wake up every day knowing exactly what you're gonna do, or just figure it out each morning now shown how to do it. Will you devote the time to planning it out or are you just gonna figure it up?

Figure it out as you go along? Will you develop and refine your skills to successfully have conversion conversations? Are you just gonna shoot from the hip? 'cause well, you're just so good at BSing people. Will you spend your time on sellers or buyers competition for your time? Will you start doing the high value tasks or will you be your own assistant and do the low value tasks?

How are you gonna create competition for from the consumers, right? Why they hire you instead of. There are other options. Number three, competition from the market. The cash home buyers, the builders, the discount companies, interest rates, level four, competition from other agents. What do they do? How do they do it?

What do they do better? Who's the number one agent in your market? Guess what guys? It used to take hours and hours to research that stuff with ai. Now it takes minutes. And then competition from lead portals. What is it that they're doing that you could do on your own and keep the 40 or 50% override and then not have to join a team and pay another 25% on top of that?

And then finally, creating competition for your sellers.

So here's the homework that I want you to do. Write a short list of each of those commitments that you're gonna make to yourself about your business, excuse me, about your business. What are you willing to do to double or triple your businesses here? And then some ideas on how to compete in those other areas that we outlined.

Now, don't worry. If you look at the agenda of the clinics, you'll see we're gonna go through a lot of these so that we can give you the material that you can use as a framework to build it. And then if anything that you heard today helps you see the problem more clearly, then I have a simple next step for you.

Get the free guide that I created, the 15 hour client attraction method that breaks all this down. Just go to www.fifteenhourmethod.com 

and you can download the ebook and you'll be able to see the content that we're gonna cover in these next sets of clinics, right? Because it's gonna help you build a more predictable pipeline with better positioning, better follow up, and a better use of your time.

So I hope that helps and look forward to seeing you next Tuesday. And I have some time for questions 'cause I do wanna be cognizant of keeping us on track. Any questions that you guys have that I can answer?

And read that ebook folks, it'll break all this down for you and then give you solutions for the those opportunities in our business. I don't wanna call 'em problems, they're simply opportunities folks. It's growth. I was talking with one of our agents yesterday, and he was telling me about a guy in, I think it was Orange County, California.

He came into the business and said, Hey, I'm gonna take 30 to 40 listings. And I'm gonna get really good at those so that I have the skills to do that. And then I'm gonna go and move into the luxury market. See, there was a person willing to invest in their training, in their skills, and willing to go into a listing appointment and mess it up, figure out what he did, and then make adjustments to it.

We all have to do that, guys. I have so many agents saying I want to just role play till I'm perfect. You're never gonna be perfect, and you're never gonna be able to figure out exactly what somebody's gonna say to you in a listing presentation. The only way to do that is to go on more of them and take your lumps and then make notes about what you could do better.

And anybody who knows me, you'll know that I preach focusing on listings. They have nothing against buyers, it's just, it's competition for our time. I can take and close four or five listings for every buyer that I can close. It's just math, so don't take it as a negative that I'm trying to hurt a buyer.

I don't like buyers. I do, but in competition for your time, it's about listings, you need to become good at those skills. I don't believe anybody. Can go in and just BS their way through and they can have charisma and empathy and everything else. But at the end of the day, the seller really has got three questions.

How much are you gonna get me? Is that the best price that you can get? How fast can I do it? And what are you gonna do? 'cause the process is terrible, right? This survey's about probably coming up on three years old from CoreLogic. Now, 78% of home sellers said they were willing to accept five to 10% less in equity.

To avoid the traditional hassles and headaches of a listing of a traditional listing. Folks, what that told me three years ago, the consumer is screaming at us that they want a better way for us to handle listings. For me, when I see that, I look at that as a challenge and say, here I have a solution for that.

When you have solutions for things that people want. That's how you're gonna be successful. And that's part of that sitting down right now. The reason I start this with competition and talking about figuring that out, I know everybody wants to hear about the client attraction things first. Hey, what are we gonna do to attract those?

The first thing we're gonna do is figure out how you're gonna compete with all this, and then we can take and craft a message. So next week's clinic is gonna be answering that question, why you instead of somebody else? Or at least all these other options that they have. It's that simple. So at the end of the day, it's sitting down first and figuring that out.

So I always ask this question, what's more important to you? The number of leads you have, or the number of closings that those leads produce, . Yeah. Nothing else matters. I have agents, oh, I got a 25,000 person database. Great. How many closings came from that?

How many referrals came from that? None that I know of. My gosh, that means you're spending a lot of money and time and effort to work that database to get no results. What's the solution to that? That's why these calls are not gonna be PowerPoint presentations.

These are conversations I wanna have with real agents to be able to help them out.

So we'll see you next Tuesday. Have an amazing day. Thanks for being here, and we'll talk to you soon.