Real estate agents stay stuck in production because ego gets in the way. The speaker walks through how to delegate client work using repeatable systems: phone intake, pre-appointment packets, a seven-step seller process, and contract-to-closing plans managed in Top Producer. Clients want results, not your personality.
All right, so before we get into the sort of the four pieces of content that I wanted to go through today, I wanted to go a little bit deeper into the mindset required to exit production. And I do believe this is your biggest challenge. It's a mindset shift rather than the mechanics of being able to exit production. So my pastor gave a sermon. Probably wasn't more than a couple months ago, but the sort of name or the topic was, you're not that important. It talked about God's plan for everyone, and it was just kind of a play on words. But it really stuck with me, and I began to apply it and think about it in terms of business. It really is a hard pill to swallow, but it's true. Your clients, your friends, your past clients, the people that call off your marketing and advertising buyers that call on yard signs or go in through your Internet platforms to look at information on your listings, they don't care about you at all. Even your most highly branded referrals from past clients or repeat clients, they just care about results. They don't necessarily care about you. So you don't have to be the one going out to their home to give a listing presentation or to fill out listing paperwork, or to go through an equity evaluation and price their home, or to work on offers for their property or negotiate on their behalf. They just have to know that you have the best system in place to do that with the best people running that system. Letting go. I happen to naturally, and I don't know if this has always been this way, but I don't have a big ego. But letting go of your ego around this sort of this. This topic, you're not that important in terms of production. And you being the one out on appointments, it's easy to do once you think about what's on the other side. So just a little taste of it this morning with this friend that I had, you know, referred, or she came back, she sold a home that I actually. I helped her personally buy it five years ago, and now she was selling it. And so she worked with one of my listing agents, and she's actually buying another home with one of my buyer's agents. Just a little taste of it this morning. I mean, I really brought me back into some horrible memories of what it's like to work with even good people. So there's nothing wrong with this girl, but she just brings so much emotional baggage into the way she views the world. And I have to take on that baggage now because I'm a real estate her real estate agent, which is just ridiculous. But it's the way our industry is set up. So letting go of your ego is easy if you don't have to work with clients anymore. So that's the prize of stepping out of production, your ability to take listings. It's skill process driven. It's not personality driven. So you can put someone that is just as skilled or more skilled at taking listings at the right price and building rapport and presenting your service and you could put a process in place and you don't have to be there personally. Every listing on my team is taken by me. I'm still the personality, but I don't, I'm not the person that's delivering the service, so I'm not the actual vehicle that delivers the service. That makes sense. I've set up, over time, I've set up a system of delivering how we work with a seller initially over the phone, what we send out to them before we get to the appointment in terms of listings, what our agents do, the seven step process that you have access to here in business school, at the seller's home, how we service the listing to get it on the market. We have an action plan for once it's on the market. The weekly calls that our sellers get from their listing specialists, our 30 day market reviews, we negotiate transactions to get them under contract. The contract to closing is another system, another action plan on Top Producer. And then, and then once we close, how we treat them as a past client, the surveys we send out, the raving fan club services that we provide, the events that they get invited to. So all of that is a set of systems. It's a prescription for how we're going to work with our clients. And it's all set up through Top Producer.
