EP 32: The Realtor Operating System The Daily Framework Behind Predictable Closings

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In Episode 32 of The Buyer's Box Podcast, Ally Burnett sits down with top-producing Realtor and coach Chad Leonberg to reveal the daily operating system that helps agents create predictable closings without relying on luck, motivation, or chasing the next shiny marketing strategy.

Instead of focusing on "hacks," Chad shares the mindset, daily habits, accountability systems, and conversation frameworks that separate average Realtors from agents who consistently win.

If you're tired of inconsistent income, unpredictable pipelines, or feeling busy without seeing results, this episode will challenge the way you run your business.

🎯 You'll Learn:

✅ Why most Realtors don't need more leads they need a better operating system

✅ The daily habits that create consistent closings

✅ Why 12 meaningful conversations a day can transform your business

✅ The KPIs every Realtor should track to measure success

✅ How accountability creates long-term consistency

✅ The mindset shift that keeps top producers disciplined

✅ The "Top Five Buyer Framework" to help buyers make confident decisions

✅ Simple scripts that turn conversations into appointments

⏰ TIMESTAMPS

00:02 – Meet Chad Leonberg & the Realtor Operating System
03:40 – Can You Build a Real Estate Business From Zero?
06:58 – The Daily Habits That Keep Top Realtors Consistent
10:36 – Why Real Estate Exposes Your Mindset
13:55 – The Numbers Every Realtor Should Track
17:10 – Finding Your WHY Beyond Selling Houses
20:02 – Coaching a Real Buyer Lead Conversation Live
22:56 – Stop Asking "What's Your Timeline?" Ask This Instead.
26:17 – The Follow-Up Script That Increased Appointments
29:30 – The "Top Five" Framework Every Buyer Agent Should Use

🎯 WHO THIS EPISODE IS FOR

• Realtors looking for predictable closings
•  New Realtors building consistent habits 
•  Realtors struggling with follow-up 
•  Agents who feel busy but aren't closing enough deals 
•  Anyone wanting a repeatable real estate business instead of relying on motivation

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https://joinshft.com/free_ebookep32

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Transcript

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SPEAKER_02 0:11

Hi everybody, this is Allie Burnett with the Buyer's Box Podcast, and today we have a very special guest, Chad Lienberg.

SPEAKER_00 0:18

Hey, how are you?

SPEAKER_02 0:19

Great. How are you?

SPEAKER_00 0:21

Living the dream.

SPEAKER_02 0:22

Right? You're living the dream in Pennsylvania, right?

SPEAKER_00 0:25

No, Florida. We've run in both markets. Yeah. I'm in Tampa, but we all I was originally from Pittsburgh, so we started the team there and we still run in both.

SPEAKER_02 0:33

Okay. So I didn't make it up because I know I saw a post with you and Brian Riley, so I was like, I knew.

SPEAKER_00 0:39

Yeah, yeah. And he runs a team there in Pittsburgh too. Yeah, yeah. Yeah. That's my my stomping grounds and where where this all started. But it's funny, I actually didn't meet him until I moved out of uh Pittsburgh, though. So I don't know how that worked.

SPEAKER_02 0:54

That's how life works, right? Tell everybody a little bit about your team, your career experience to give a little background on you.

SPEAKER_00 1:00

Yeah, I mean, I, you know, I I think the footnotes, because I could, you know, we could be here all day with backstory. So I would say um first year in I sold 23 houses as a solo agent. The second year I sold 60. So I need to form a team, is what we all think. Um yeah, that's not a career um, it's not a promotion, it's a totally different field as I've learned over the last 10 years. Um, so we scaled the team though, uh, through some bumps and bruises, and we got it up to about 160 units a year. I decided to move to um Tampa from Pittsburgh in 2020 and did this little thing that um some people do when they get successful and coasted on that success for a few years. Team fell apart, blew it up, had to restart it, um, but also launched in Tampa as well. And then um we've rebuilt um pretty much back back to you know back to over 100 sales now a year and where we were um before. So, but it's definitely been a climb um back and building it the right way. Um so outside of that, we've partnered with about 150 agents at EXP too. So have ran an organization there um in the 10 years I've been here too. So nine different states and coach some agents across different states too. So that's that's been my real estate career.

SPEAKER_02 2:18

Awesome, love it. Um, and I will say, like, just from like watching on Facebook and everything like that, like you're still in the weeds, right? Like you're still dialing all those things.

SPEAKER_00 2:27

Yeah, no, so that's part of what what happened. I mean, I think like when you look at the 2020 to 2022, 23 era where I, yeah, I mean, there was the market, but I I totally just I'm gonna work on my business instead of in it and enjoy all that stuff. Well, I felt a lot of pain eventually from from from that. And I got disconnected from the trenches. So yeah, I got back in. And so and I I actually don't talk about it a ton, but when I I realized I had to sell my first full year back in Florida, I sold about 20 homes. The sales price is better. We did eleven I did 11 million solo. Um, you know, so and I that first time I did it, it was about 15 deals from cold hard, like dialing, you know, leads. Internet leads has been my go-to from 2014 onward. Like the second day I got into the business, I started Internet Lead Gen. Um, but uh, and then five were from SOI and kind of Facebook groups and local and stuff, you know. And then the second year was so cool because like it flipped and I had 15 from the kind of referral and repeat in SOI, and then five from the dials. And you know, I I'm kind of cool with 20 a year as I lead the team. So that's kind of my personal, but it it was cool, I guess, when I look back now to prove, oh yeah, you can do it in a different market as you're on your own too. Um, because you do question yourself. You're like, was that a fluke back then? Or you know, right?

SPEAKER_02 3:42

Yeah, and we did that with North Carolina too. So we were like, I'm digressing, but it's okay, it's a podcast you're supposed to talk. But um, we did that with North Carolina, so I got my license in North Carolina and I was like, all right, I got a zero database, like, let's see, can I do it? Can I do it? Like, because you're constantly selling to agents, like, oh yeah, we have all these leads, like we can pump you up 100k a year, all those things, right? And I was like, okay, let's try it out. And I got a pending in 30 days, so I was like, it works, you know. So um, and one thing I want to talk about today is we talk a lot about the calls, we talk a lot about the conversations, and you're all about mindset. Can you tell us a little bit about the mindset that you teach your agents and coach other agents around like the appointment and getting it to the close? Because ultimately that's what gets you the paycheck.

SPEAKER_00 4:27

Yeah. So, you know, I think, I mean, every training you're in, we coach so much or or we hear so much about the how, right? Like the how to do the follow-up, how how to do, how to nurture, what to say, this magical objection handler, and we don't focus enough on the what and the why. Um my team, I'm curious what they, yeah. They they gotta, I mean, they must love it. They we have a good huddle attendance, right? But every morning it's it's me in there with mindset. It's like 90% mindset with me. Um, because I I found that that that's that's what moves it for me. Like, uh, so you know, I I don't know if I have a one size fits all when it comes to that. I think it's it's it's been very different every day. Like I I live in constant stress because every morning Monday through Friday, I've got to come on to our huddle. We have a 15-minute huddle. Um sorry, Monday through Thursday, my bad. We do the huddle Monday through Thursday. Um, and I have to bring something relevant, particularly in mindset. It's a mindset-based huddle. Um, we get we want to get the day started right. Um, and it's just different. You know, some days I have to go to um something we know, like sports, right? Uh, the first time you stepped out on the field, you had no idea what the rules were. You didn't know this advanced technique and all this stuff. And then a reminder of like, I I'm hockey, I played hockey my whole life. Like garbage goals score in the playoffs. Like, that's like you could have this amazing, you know, skilled deke and crazy through the legs, wild stuff. It's like, how many of the goals are actually scored that way? Like the the one that's just shoved in from the random, you know, like those those are what win the playoff games, like the and those are what stack up. So, you know, we'll go there. Or or or some days, you know, we'll have to um we'll have to we'll have to go to why we got in the so I'll just go to what I did this morning. I I think instead of being vague, I think it's best to just go there. So this morning I got on and and we took a quick trip over the last two days. Um, we're getting a puppy on Friday.

SPEAKER_01 6:26

I love it.

SPEAKER_00 6:27

Before that, we're like, let's go. Before we have to figure out, oh, who's watching the dog?

SPEAKER_02 6:32

The baby's coming, the baby's coming.

SPEAKER_00 6:34

Right. What am I getting into? So um I know real everybody gets in real estate for freedom, right? So well, I wanted to demonstrate what that looked like because I've been doing this since I was a solo agent. We used to go take like a Tuesday, Wednesday trip to an indoor water park, um, like just to get away cheaper. We'd get like $99 and you get access to the water park. It was awesome. But I would say people tell people that and I they wouldn't understand how it actually works. So I narrated today on our huddle uh from 7 a.m. until you know six. Like, okay, I got on. I did the huddle with y'all. I went and I I put this deal together and did this and that. I had four appointments that I did. Britney drove in the car while we were going over to Orlando. We have universal annual passes, so we used that. We used points that I've added up on my credit card to book this stay at this Marriott that had a water park. The next day I woke up, I had to hunt for a spot downstairs so I didn't wake the girls up, let them sleep in. I got caught up on my emails from seven to eight. From eight to eight forty-five, I called any, you know, leads or things I had to do. I ran the huddle, you know, at the hotel. Like I ran the huddle. I still did that. I didn't have to. I didn't have to wake up and do that, but I chose to keep my business moving forward. From nine to eleven, I dialed. You know, I actually went on and I did more dials than most agents will do in a month in those two hours. And then from 11 onward, we went to the water park. I was able to have moments with my kids. And that's how you keep your business moving if you're doing those core fundamentals. But like when I come back, you know, the original question of mindset, it's like uh it's exposing like, hey, you can have the things you want if you're doing the core fundamentals, you know, there, like and demonstrating it. So, you know, I I think it's a big mix of a lot of things, but um, putting it into words is hard. It's it's going where you need to in the in the temperature of the current climate, and then being transparent around what I'm actually doing in the micro and not some vague like reel that I pulled from from TikTok or something. You know what I mean? Like yeah, right.

SPEAKER_02 8:35

Everybody in the Shep community, like if you follow anybody in in the John Shep Black community, they're like clarity, clarity, clarity. Like I know that I could ask basically anybody that has been hanging in the circle for a while, like, what are your goals? And it's gonna be like boom, boom, boom, boom, boom. And those are the successful people. And you know, like a lot of the people are very transparent, right? So, like if I were to say, like, hey, like what's your why and why are you doing it? Like, I'm sure that you could very clearly say that. And so I think that that is important and just it's almost like a sport, like real estate's its own sport.

SPEAKER_00 9:09

Yeah, yeah, yeah, yeah. Well, and that's so so you brought up that that's the best point with mindset, is like, and I've just watched it at coaching agents and maybe even myself, like, if you're if your why is strong enough and we hear that, but like, how deep have you gotten with it? And I know because we do this fun exercise where we do goal planning called Go to the Board, that I'm sure you know you've you've done as well. And you get people up there, and it's like, okay, if you hit this goal, what changes in 12 months for you in your personal life? And so many of the answers are well, I'll have more freedom or less stress. What does that mean? What can you do that you can't do right now? And when it's not well defined and people, you know, tiptoe around it, the same thing happens with their action. They tiptoe around the action, or it's just sporadic, or when they feel like it, you know, like but when you have something that's embedded in you that's strong enough, you know, in the beginning it was probably different for me than it is now. I just probably want, you know, to simplify it. I don't think I defined it back then, but it was just I had a burning desire to to change the the level of my legacy in the chain. Like I, you know, we we were here and I wanted to have our our family here, you know, go further with not just income, but you know, the the the things that we leave and you know the people we're around and that stuff. And you kind of get that, and and then you have to set a new one, and that's where that pain came in. Um but then what I found for me now, and it just moves me everywhere I go, it's why I'll I'll I'll I'll do anything like this or anything at all, is like real estate created a vessel for me to become a better person. You know, there was I was in a band before, I played video games and just sat behind a computer and was like looking for cheat codes all the time. Like there was like these versions of me, right? Well, real estate because it exposes so much of the of you, it's a freaking mirror, this business, and it's not an instant gratification. It teaches you patience, it teaches you discipline, teaches you all the things I think like sports can do as well. Um it created a better version of me so far um through my life, and I am just driven to let that happen for others. But um, are they doing to are they willing to do what's required is always the question. I can't control that part. Um, so but yeah, so when you come to mindset, it's like it's like people operating without a compass, you know. Do that, you've got to get their compass right first, and we spend 90% of the time in the in the rah-rah and all the fun stuff.

SPEAKER_02 11:32

Yeah, but I think it's important because it's like, what are you doing it for? Because it's very easy when you're working from home, and then all of a sudden you're like, you know, beep, beep, the laundry's ready. You're like, I'm gonna fill my laundry now. Oh, time to take the kids out from school. And then it's like you look back and you're like, I didn't do anything today. I'll get to it tomorrow. You know, so like that's the thing. So it's like if you're constantly putting your why in front of you, you know, you're like, oh yeah, I really wanted to do blink, blink, blink, blink, blink. And I can't do blink, blink, blink, blink, blink unless I do blink, blink, blink, blink, blink. So to the agent that's out there, the single agent that maybe hasn't done this before, like, can you kind of run me through the questions that they should be thinking about?

SPEAKER_00 12:12

Yeah. So the first is you do have to have some so some sort of a target because, you know, and I'll I'll get the well, money's not that important to me. Well, here's how okay, so if you sold zero house, like, you know, I just want to help people, right? So you help people, they felt really, really good about it, you gave them good advice, and you sold zero houses in 12 months. Would you be happy with where your business is? Right? Like hopefully the answer is no, you know, because I'd imagine you're not doing this for total charity. And if you are, that's fine too. But like, I imagine we need to pay the bills. So um, getting clear on what that number needs to be for you to make a living so you don't have to manipulate people. Like, John says this a lot about not being a hostage, but and that is the absolute truth about this business. You don't want to be a hostage to sellers who won't get realistic about price or buyers who are trying to buy this for that. Um, I've been there, you don't want that. Um, can you help them discover through there? Sure, but you you you've got to have, you know, and then if if they are there, you don't want to get in a space where you're manipulating people, too. Like that's the other problem. It's like, well, I don't want to be in sales because I don't want to manipulate people. Okay, cool. Then you need to go talk to enough people so that you're not trying to manipulate the small size that you have in front of you, right? So that's that's the simple thing. But once you get that all clear, you need to be honest with self-like I'm committed to this, okay, cool. So commitment is defined by the result. That's what we got from John, and that's one of our principles along this team is what are the results saying about your commitments? So we have a standard like a lot of teams do of 22-minute conversations a week. Okay, good. Here's the cool thing three out of my 20 agents have hit that all year, every week. Give them two weeks off, even because I say take four off a year, right? One for sick, one for vacation, one for this, one for that. So sorry, three agents have hit that out of 20 all year. Now, I bet they didn't feel that way. Some of the other ones that didn't hit it, they're like, Well, I had this big week or I had that that big week, right? But when you look at the actual consistency over time, there was only three that did. The numbers don't lie. Those three are on track for their money goals. So you're committed to it. Okay, great. But what do your actual day-to-day actions, like if you put a body cam on you, like what does that say about your actions? Especially for me, like with my wife and kids, I'm like, what if they watched what I did all day? Like, if you're listening to this, you're getting into a business. The best part about it is freedom, the worst part about it is freedom. So how can you set up your day-to-day, whether it takes an environment, an accountability partner, uh like a daily text, whatever the hell gets you moving? Like, what can you set up that holds you accountable to being committed like you said you were on the days you don't want to do it, you know? Um, do you have that ridiculous amount of stress like me to bring it to the huddle every day? Um, do you have your wife who is the best accountability partner in the world where she will ride me if I, you know, don't do what I said I was going to do?

SPEAKER_01 15:14

And you would say that there you go.

SPEAKER_00 15:17

The team is there? Like that's you know, people, yeah, I could go so many ways with that, but like so here I go digressing, but you you know, the agent, they need to have clarity on where they want to go. Honesty with self about their level of commitment towards that. And it's really, really important when you go to honesty with self, like not when you're in this on this podcast or in the zoom or on the this or on the that, like with yourself right in here. Um and then just do the freaking thing, you know? Like that's it. Um like winners execute regardless of circumstances, like so you didn't have you know, you're in the playoffs and you don't have the right line mate you want, and what that doesn't whatever. That's the deck of cards you were dealt, like that's the hand you're dealt. You've got to play that hand. How are you gonna play your hand? You know? Um so I hope that helps, but like that's the stuff that matters.

SPEAKER_02 16:14

No, it does well, and a couple things that come to mind too is like sometimes circumstances can suck, but it's like, how much are you committed to it? So, like I know that my level of commitment is like our daughter, she's been chronically sick for two years. Like, there's been plenty of times where I've ran meetings in the hospital room. So it's like, are you willing to make the commitment? And is the commitment worth it to you? To me, it is, you know, like because it's aligned with like our goals and what we want to do and how we want to help people. But sometimes that might not be strong enough, right? Because if you were just maybe like a single agent out there, um you may not want to get on the conference, call off your kids in the hospital. And we're not the type of team leaders that are gonna force you to either. Like, we also respect those boundaries. So it's like, how anchored are you into what you're doing? And maybe you're not, because there was some time where Andrew and I had to like, you'll laugh. We we go back and forth, like even to this day, we still go back and forth where he's like, this isn't very profitable. And I'm like, yeah, running a team is not the most profitable thing you can do. Like, if you want to be super profitable, let's be single agents. And he's like, And you know, so it's like, but that's not our why. It's definitely not my why. Like, I don't really care about selling real estate nominated every single day of the week because that's not real estate, it's not my passion, it's just a vehicle for me to help other people. Um, you know, I I know that I could do this in other industries too. But anyway, back to the original thing of like, even with our agents, when they're like, I don't know why, and you're probably laugh because this happens to you too. Anytime I interview an agent, I'm like, how much what are what are your goals? What are your income goals for the year? I would say seven out of 10 times the number I hear every single time, 100,000. I don't know what it is about about that number, maybe just like hitting the sixth digit that everybody's like, oh my God. And I'm like, okay, well, how much are you making today? Like, what can you live off of? Like put the food on the table, the roof over your head, and you can continue to live. Because a lot of times that number is not, it's not a hundred. It's it's like the stretch goal. So then it's like, okay, and I can back up the math enough with our leads to know in order to make a hundred thousand dollars, you're gonna have to sell a blank amount of houses at this price point. And based off what you're telling me, they're probably not gonna be at this price point, so it's gonna be this, and like breaking it down all the way down because I've run into so many agents that are like, I want to sell 30, 40 homes. I'm like, okay, how long you've been selling real estate? One year. It can be done, but the numbers don't always support it. And like for the numbers to support it, the time also has to support it. So how are you talking through that like with your agents? Because I'm sure that you struggle with that too.

SPEAKER_00 18:48

Yeah, I mean, you know, the math, we're I'm big, I'm a big numbers nerd. And there's a there's a couple key points we work with, but I always try to leave with simplicity on it. Um, I had an agent that wanted to make six figures, a little tad over, and you know, we even we did the math, and I I always give them a number, and it's 12, it was 12 conversations a day, five days a week. That's what you got to hit. That might be more than some need, but I need to guarantee a result for a new agent. I don't know where the skills are gonna be. I don't know until I've seen, you know, game film. Like how how what the heck, you know, so I've got to give them a real like that's like I think about that a lot, and it's heavy as leaders, I'm sure it is for you too. Somebody's coming to you wanting to make this income for their life, and you have to give them like basically a guaranteed plan. Like you're out of integrity if you don't focus on what gets them there. So I said 12 conversations a day. But here and you know, and a lot of people have watched them on our team and and they just think it's like nothing, but it's like they don't what they don't see was the constant battle of of staying focused. So, like, you know, week one, and this will go into the skills too, which will be good. We have five basic steps on our call intro, criteria, motivation, uh devil's advocate is how we get timeline, uh, and then set a next step or an appointment, right? Like a clear next step. We call it next step, but appointment is what most people call it, right? Um those five steps. So we were stuck in intro. He was tweaking it a little bit, right? Hey, this is such and such out in this area. How are you doing today? Hey, I'm the one sending you the listings, just want to double check and see if you're still looking, right? Well, he was just like, Hey, I'm sending you listings, just seeing if you're still looking. Well, whoa, whoa, whoa, we did it a two-part. You're not doing what I said, do it this way. Okay. Then they gave the objection or taught him how to handle that. I made all these calls. Now they're getting they're telling me they're they they're not interested. I say, well, say, is that because they put it on the back burner or you already found what you're looking for? Oh, okay. You know, and then okay. And he goes through asking criteria and then they ghosted me. They didn't, they didn't show up on the appointment. Did you get motivation? Oh, I forgot to ask that. How'd you ask it? And we just kept going, like week after week. And then, you know, even once he got good, it it was, you know, well, I'm doing this, this, and that. Did you hit your 12 conversations today? Oh no, I'm at I'm at four. Right. But this is one of our three who had hit si he actually hit 60 conversations uh every week, minus two. One week he was sick and one week he went on vacation. He hit 60 conversations a week, every week since then. I mean, he's he has has, I think, six closings in his first six months. He had four under contract, four listed, and he has a healthy pipeline. I like there's no way hit with his pipeline, he's not gonna hit the six figures. He's on pace, but he commit he executed all that. But uh he remained he he he heard the plan, his attention got distracted, he had to have somebody keep him accountable to staying, you know, to the 12 a day. That's all I talked about with him. Where's the 12 a day? Where's the 12 a day? We didn't talk about anything else until we've had that, okay. Once we had that, we could dive into the skills and we corrected those, and he asked a lot of questions and he was just open. He said, So he stuck to the process to ask questions. Um and then the other key piece was that last part. Part of the call that where I said so I you know we talked a little bit about intro criteria motivation. Um devil's advocate. Like I think we're we want to help people, but we're scared to go there. Like this happens for us as team leaders, but agents need to know this is the case for their buyers and sellers, too. They're leaders, our agents are leaders, they are leading buyers and sellers to make some of the biggest life choices they're ever gonna make. So that last piece, like first, you got to have enough action so we can look at this. And he did, right? But then we had to see are you leading people through this process? So that devil's advocate, it's like, all right, we found the blah, blah, blah house, right, in this area, and you can then actually you've gotten motivation. You can downsize, so you're not cleaning four bathrooms, you're cleaning two now, right? And that's that's some really, really important. That's what's nagging at you. And I find it next week. Are we going to look at that or is that too soon? Right? That sounds simple, and you might have heard it in some different script areas before, but we make sure that that is asked every time because that's gonna tell you much louder than well, what's your time frame? What's your timeline like? You know? So getting that and then taking a clear next step from there. If they're truly six months or a year out, like why are we going to see houses this week? You know, that's not gonna make sense. Why are we pushing for that or what you know? Um but if they're if they are, you know, like yeah, I would go look at that. Let's go for it. Let's let's go. So first it's like diagnose what they're looking like. Are they looking? What are they looking for? Why are they looking? Okay, well, if it comes up, are you gonna take a make a move? All right, cool. And then let's set a clear next step plan. So um, and this is the big one. I heard the story from Barry Jenkins. Um, I think Cine might have told no, Barry Jenkins did it on one of Chet Black's calls, and I took this a while back and I ran with it, and I tell the story all the time with our team. I think he had the AI data that on three out of ten um uh conversations, they asked for the appointment, right? Yeah, they raised it to eight out of ten. He was shooting for ten out of ten. Uh they had 60% set the appointment. They thought that would change when you went from three to they went to eight, and it didn't change. Um, it's because we're scared to ask. Like, so we'll spend like you so you you come back, like you get your mindset right. You whether you're in a team environment like yours or ours, right? You come on our meetings and you get your mindset right, and you actually do the thing and you call the people. And um, you had a good conversation, everything went right, and you're just too scared to then ask for the business, and you wasted all that effort, and you go through the cycle and then you go, you know what, Allie, this doesn't work. This is a bunch of BS. This doesn't work. That asking for a Google meet is what we do primarily. Like that, we focus very, very heavy on going to a Google meet. What would bring you the most value right now? You told me all this stuff. Let's just jump on a quick Google meet. Let me share my screen. Let's pull up a Google map, let's make sure we got this dialed in right, uh, so that I'm not way out here in left field. Like you have to be agreeable with people. I don't want to email you a bunch of stuff that you throw out, you know, in your spam. Like, I don't want that. I want to be relevant to you. If you give me 15 minutes, you told me this is important to you. I just want to jump on uh this so I can share my screen and we can get on the same page. Um uh what would get in the way of doing that tomorrow at four, you know, and setting that final appointment. So that final piece. So, you know, going through those, making sure we're having all five of those checked and you're having those 12 conversations daily, there's nothing else to talk about. Like that's just is what it is. But you have to have the action and skills put together.

SPEAKER_02 25:46

And what are you? No, it's okay. No, I love it. And then what are you seeing on you told me the numbers earlier before we got on? What are you seeing the numbers on appointment to show to close?

SPEAKER_00 26:00

Appointment to sh set to met, we get 50%. If you're above that, I'm good with it. If you're under that, I'm looking at how you set it. Um, and I'll finish that, but briefly, I had in an agent once where she was not. It sounded it was like, well, we need to get together and have a consultation, and I'm gonna go over the process and the blah blah. And I was like, this sounds like we're going to school. Um I nobody wants that. Um, this needs to be a lot lighter. Like, hey, you know what? I'm in your area, like she was going for coffees, you know. Hey, I'm in your area tomorrow. I I just want to pull out my laptop, make sure that I got the search dialed in right. If you got 15 minutes, I could even pull up a Google map, make sure we're by your restaurants and like shopping that you need to be to. Um, if we have time, we can go over the market stats. Do you have do you have 15 minutes? I could meet you at Starbucks over there in blah blah blah town. She changed that. She went from a 25% set to Met to a 70% set to Met, right? But you need that. This is why the math is important, so you know what to coach. Like, so 50% above, I'm not real, I don't need to mess with it. You don't need to be 70%. 50 is fine, it's normal. And then um met to close one out of four. If you're closing one out of four people you meet with, totally fine with us. We don't think it's a skill issue. Um and I had one other really, really good point I wanted to make about the set to Met. Oh, we also did this clever equation where we took the appointment set divided by um income paid out to our team members after splits, after broker, after everything.

SPEAKER_02 27:33

Got it. So every appointment is worth how much on your team?

SPEAKER_00 27:36

$70.

SPEAKER_02 27:38

Okay.

SPEAKER_00 27:39

Whether they show or not.

SPEAKER_02 27:42

There you go. Yeah, I like that. We'll have to we'll have to put that together. And you know, I think one thing just kind of talked you on mindset is and we we talk, we coach our agents on this all the time. Unpopular opinion, showings are not a revenue generating opportunity. They're not, if they're not qualified. So it's like, I think agents get so excited, like showing, showing, showing, showing, showing, like let me show all these houses. But if the person's not qualified, if they're not motivated, you didn't figure out the right things, they're not pre-approved. I had one agent that texted me. I love her to death. She texted me and said, um, hey Allie, I just um got a message from our lender and they said insert client name was not approved, but they want to go see three houses on Wednesday. What should I say?

SPEAKER_00 28:29

Yeah. Well, so there's there's twofold to this. Like one, I don't I get what you're saying.

SPEAKER_02 28:38

And you probably have a different opinion. I said unpopular opinion.

SPEAKER_00 28:43

Well, uh you're right in a different way, though. Like it it's not a money-making activity if you're not asking the proper if you're not leading. If you're just if if you're Uber, you know, just got the request and I'm and I'm driving there, like, yeah, that's that is not a generating activity, but like you got to ask the right questions. So aside from obviously the obvious ones, right? Like, can you actually do this, like that kind of stuff? And you have to find the right way to ask them, you know, that instead of hey, are you pre-approved? It's like, hey, have you talked with any lenders yet? That's a non-threatening way to ask somebody. You've got to find a way to be agreeable when you ask questions. I've found, but here's the other thing. I've and I've been there. So we have a we're real big on the top five. Um, so when we have a buyer that we're showing five, 10 houses plus, um, and we start to see it going, you know, we're just we're in the we're gonna get to the 20, 30, 40 showings and we ain't gonna find anything type stuff. We're just seeing the same thing over and over. We do the top five. So, and uh, I've done this with friends and family, I do this with everybody. Here's this little script. Um, and we say, you know, hey, Mr. Buyer, we have this saying on our team that accountability is the highest form of love somebody can show you. Uh, we do that in the team, but we also, you know, want to make sure that we're doing that with our clients as well. Um, and we have this little framework, it's just called the top five. So if you could only pick five things that this house has to have, five boxes that it has to check, what would those be? And you shut up and you make them go through it. Okay. This is this is really, really big, and we've used it so many times. Once they've repeated it all and got it clear, this is all verbal. You can do it in person, you can do it on a phone call, you do it at a showing, whatever. Once you get it clear, say, okay, so you repeat it back to them. You want this school district, this many beds, baths, right? You go through it all. You email them after. This is important. You email them after you got it, hey, awesome seeing you again at our showing today. Awesome meeting with you for coffee, whatever. These are the top five things you said that we need to have. The reason you put it in an email is it's like an unwritten psychological agreement. Then the next house you show them that checks all these boxes, you reply to the email after the showing. Hey John, it checked all these boxes here. I don't want to look dumb. What am I missing? Like, what's going on? You know, I just I want I don't want to look like I can't do my job and we're seeing houses and it's not shit, you know. So these were the boxes I have. Is there something different here? So I had a buyer, we should we had seen about 21 houses at the time. We did this. Uh, we removed the pool requirement from the house because the pool homes were just dated at the price point. That was more important than them saying the price. When we remove the pool, five houses later, we were under contract. And I know if I didn't do that, we were going to see another 20. Um, and that's what they need. Like, okay, we're talking on this. Oh, that makes us more money. Well, how about saving the client time and giving them clarity? How about their time, right? Like, so that top five, like Carrie, she's been on my team for seven years. Uh, she she's she sold 30 houses last year. Amazing agent, so good. But she she laughs because like every time she'll have a buyer client where she'll be stuck there, showing a ton of houses. I say, Carrie, did you get the top five? She's no, she'll go do it.

SPEAKER_02 31:47

Yeah, yeah. But I think we're aligned there. We're saying the same thing. One, that's a that's a skill, it's a skill gap, and it's a mindset gap because the mindset gap is who I don't want to make this person upset. Like, I don't want to tell them no. Like, I I don't want to be the bad agent. Or like some of our agents are like, who, I'm scared they're gonna call another agent. And I'm like, let them, you know, so it's like it's fine. We have more, we have an abundance of opportunity, you know, do everything you can to to help someone. However, you have to have the mindset of it if if I can help this person, it's it's a blessing, it's awesome, it's great. I'm gonna do the best I can. However, I don't have to help that person for me to reach my goals. So I totally agree.

SPEAKER_00 32:27

Well, and coming back to the beginning, I said be honest with self, right? So you want to help like everybody that gets in this business, a new agent, aspiring agent. I I know because I hear this all the time. I'm sure you do too. You want to help people, and good, you should like I'm not making fun of it, like 100%. But what do your actions say about it? You know, are you willing to go there to actually do what's required to help them? Because helping them, like accountability is like somebody, you know, taking your keys away from you at a party or saying, Hey, you're acting real weird. That's not your normal you. Like, that's that's why we call it the highest form of love, you know. So, like I had a buyer out a couple weeks ago and they were a really qualified buyer, million-dollar price point, young couple, great, you know, and they and they we had been we had been doing a good bit of showings, and they we finally got there and was this one house, and they said to me, Chad, I is it just impossible to buy a house today? Like, I don't understand, like, you know, housing affordability and blah blah blah. And we're really we feel we're really qualified and blah, blah, blah. And I said, We had seen about 25 houses. I said, I kind of chuckled, and they're like, What? And I was like, I'm not saying affordability isn't harder today than it has been in the past. Sure, that's true. But your problem is the same problem that's existed when I got in the business in 2014. It's probably existed since the dawn of time. They're like, What's that? You want this for this?

SPEAKER_02 33:43

Nope.

SPEAKER_00 33:44

That's all I said. The next day they sent me a house and we went under contract because they I told them what they needed to hear. Yeah.

SPEAKER_02 33:53

Yeah. And that's why Andrew's better closure than me, because I'm like a self-rekind people pleaser. But I've been working on it. But you know, like I've been working on it. But I will say when it comes to like the metrics and the numbers, like I'm very math-based, like you are, and I'm just like, did you do it? Oh, you didn't do it? Okay, when are we gonna do it? And you're gonna do it on what day and at what time? Okay, great. I'll text you after. You know, like that's easy, but it is hard to have those tough conversations. Um, definitely want to wrap it up. Don't want to take too long supposed to have short, tiny episodes, but sorry.

SPEAKER_00 34:23

Um that's me.

SPEAKER_02 34:24

Yeah, I know, me too. Um, thank you so much for coming on. Is there anything else you want to add?

SPEAKER_00 34:29

Yeah, I mean, if you so when it comes to mindset, one of the other things I would add in there is that um what can you eliminate? Like, what do you have to clear off your your schedule, your mind, your world, um, so you can do the thing? Like if you have something that's getting in the way of doing the basic fundamentals, whether it's open houses making calls, networking events, whatever it is, what do you have to eliminate in your world so you have more time, more clarity, more effort, more energy to do that thing? So um, if you take something away from this, what can you cut out instead of what can you add? That might be your biggest lever you can you can pull.

SPEAKER_02 35:07

Or trade. So one example I'll use is um I love pure bar. Love pure bar. And the problem is it's like 25 minutes from home. So it was taking me like 25 minutes to get there, an hour of the class, 25 minutes to get back. Then you got a shower. So I was losing like three hours of my day because I really wanted to go do pure bar. So like now I just try to like watch for the pop-up classes or whatever, but like now I have to go to crunch at six in the morning, which that was a train trade-off I had to do to get everything I wanted done during the day. Like, do I still miss it? Do I when I drive by, I'm like, like I'm like sad, like I want to go to pure bar. But that's what I had to do. And it and it I still get the mission accomplished of okay, I'm working out, but it's adulting, I guess.

SPEAKER_00 35:55

Well, you're committed, and you you you know everything you say yes to, you're saying no to something else. So you were you're you're it was a debate of which yeah, which yes, where where it was going. That makes sense. So good. That's real. That's good.

SPEAKER_02 36:09

Thanks. I'm gonna come back to Cure Bar. I really I've been like waiting on a Pilates studio to open up, and there was one, but it's still kind of far from home. Anyway, that's all we have time for today. I appreciate you for coming on and hopefully have you back soon.

SPEAKER_00 36:22

Thank you.