A real estate leader defines productivity as strategically investing time toward meaningful goals, not chasing every new tool. Know your dollar-per-hour value (example: $250/hr) to prioritize what matters. Only adopt marketing and tech if you can prove the ROI.
Foreign so productivity, according to Dan Kennedy is the deliberate. So that's thoughtful strategic investment of your time, talent, intelligence, energy, resources and opportunities in a manner calculated to move you measurably closer to meaningful goals. So at the intensive, we're going to go through that whole goal setting process Again, the 10 focus areas for the coming year. So that's going to give you the meaningful goals that you're working toward. And then productivity is just investing your time, talent, intelligence, energy, resources and opportunities into moving those 10 categories forward. I like to do five personal five, professional five. But that has been a. And I've always been good about achieving goals. But that way of organizing it has been a complete game changer for me. I kind of covered this here. This has to be the basis for your entire business every day. And I know it's a challenge for most of you to bridge both worlds, right. In terms of building the systems, recruiting agents, training agents, working with a new admin that doesn't really have real estate experience. I know cause I did it all. There's that period of time where you're just doing all these different things and it feels like it's a little bit sideways. But you've got to focus on new business development every day. And you've got to have your agents realize that their sphere, their ability to go for. No, they're holding open houses, they're working your old leads, they're getting new leads, yard sign calls and Internet leads. And they're getting handoffs from you that they. You've got to show them a path and consistently hold them accountable to selling. Minimum two, but ideally three homes a month. Yeah, there's some markets where, I don't know why, but I know there are sales that are harder. Some of the higher price west coast markets, the sales are harder to come by. So maybe one and a half per month is. Is the target. But you've got to have those minimum quotas in place. You, you gotta ask yourself no matter what, is this the best use of my time right now? I think most of you have heard me go through. If you don't have a dollar per hour worked number for yourself. Like if you don't know that, okay, my time is worth $250 an hour. Cause I wanna net 500,000, right? 500,000 divided by 2,000 hours is $250 an hour. You have to have that number in your mind. So maybe it's 250, you wanna net 250k and it's 2000 hours. The bigger and bolder you are with that simple little stupid exercise, the more productive you'll be. It was just easy for me. And the only issue is a cash flow, timing of cash flow, right? Because if you have one admin and two buyer agents, but you still find yourself working on $50 an hour activity or taking out any buyers whatsoever, or even listing appointments to a certain extent. If you're not netting 500,000 an hour, that means you're. I mean, $500,000 in a single year. That means you're working on a whole bunch of stuff that is less than $250 an hour. So if you're only netting $200,000 or $100,000, $100,000 means you're working on a bunch of $200 now. So marketing, specifically, it's easy to say, hey, you know, I want to try this, or you know, and there's no real basis for know. Like, what's that smart zip, right? I think everyone. I've not tried it, but I've only heard that it doesn't work. I had a client recently, got on the phone with them, and I find out that they added like three or four grand a month on smartzip, where I think it was smartzip, but there was no. They just got sold it. There was no. They never even went to the group to ask if, you know, if there was a proven track record with that. And it's all marketing. So just make sure you're not. If you implement a tool that I don't use or just make sure there's a really solid business reason to implement the tool and you're not just satisfying some thing in you that has you wanting to. Because I. I can get excited about implementing a new CRM, right? Going to Salesforce or, you know, paying some infusionsoft consultant, you know, to really pimp out infusionsoft in my business and train everyone on it. But it's just not necessary for you to get to 600 sides, let's call it that. Who knows? So that's one of the systems that we're looking at, right? For me to go from 600 sides to 10,000 sides in potentially 50 different markets, we have to think about some different technology. So. But I've not even started that process or that search. And if we'll even change in our core market, I could do a thousand or twelve hundred sides with the setup that we have right now. So really, really, you know, go deep. I think it was a post on there about someone looking to add Zillow traffic and you know, how do you know when to add more or how much to start with? So you start with a little and you wait until that has paid off before you add a lot. There are clients spending four or five thousand dollars a month on Zillow and selling less homes than AM and it's totally market driven, right? So I may have more listings and reviews and get more leads or, or whatever, but like my conversion rate's almost 10% on Zillow leads. So from a conversion percentage standpoint, you know, you should be able to convert the same percentage of leads and just go deep on all these things. Same thing with technology, right? We run Google Apps, we run Dialogue Tech, we run Top Producer and we run Boomtown. That's pretty much it. We keep everything else simple. I'm not looking for some platform to integrate all of it because I just don't think the benefits are worth the distraction.
