A first-person talk about shifting from ‘doing’ sales to owning a real estate business by documenting and systematizing sales processes so others can replicate high-performing behavior. The speaker describes delegating buyer/listing roles, creating scripted sales presentations, and measuring conversion and appointment duration to produce predictable, repeatable results.
Hey, I think, you know, we all start super busy in real estate and just try to sell as many homes as we possibly can. And I think you had turned me on to a book called the E Myth. And it just made it really clear that if you want to own a business, you can't perform, you know, all the roles within the business forever. You have to have this, you know, consistent process of identifying a new role and delegating it to somebody else and giving them the freedom to run with it. And so, you know, that also helped us focus on building systems and the importance of it, because we've always been a fan of, you know, especially in the sales world, figuring out what worked really well. And when I was really ready to delegate, you know, buyers to a buyer agent and listings to a listing agent, I wanted to make sure that they could have the same performance and the same metrics that I did. So I knew that I had to have them model exactly what I did. So early on, it was me documenting it, making sales presentations, recognizing what I said that worked, working that into the presentation. So that way, no matter who went on that presentation, they said the same thing in the same order with the same presentation and follow the same cadence and produce the same results with that. It built a lot of confidence in the fact that when I had a couple, for example, listing agents working, their conversions were the same exact as mine. Their listing appointments would last exactly two hours, just like mine, and everything just kind of felt the same and the same results were produced. So we became, like, very model focused, you know, and the reason we found it important to build the system is because we wanted to produce really predictable results over and over again and not lose sight of when things were working well, why they were working well, and how do we replicate that. And so we became really systems focused simply because we wanted to model, like, really good behaviors that produce very consistent and great results.
