Why $12M a Year Still Feels Like a Ceiling

0:00Um I do about $12 million a year. >> Amazing. >> I coach real estate agents. Um I teach them social media marketing and sales. And my biggest constraint Well, I'm at the $12 million I want to get to like 36. Um and I think it could easily be done, but not so sure with my avatar. >> Okay. >> Um I think my biggest constraint is I'm kind of like at a point where I'm ready to sort of venture past just real estate agents. >> Mhm. >> And but I'm not exactly sure, you know, what I should be doing and who I should be going after.

0:28Um I love to high-ticket sales. So, we do our we average about a million dollars a month through selling high-ticket through a 3-day virtual event. I've done it 5 years in a row every single month. Um and so I don't I'm just kind of This is more of a counseling session right now with me. >> right? Every month she does an event and she still makes money in that world. Damn, she's making a million a month in virtual events. >> [laughter]

0:53>> Real? Brazilian dollars. You know, but um >> [laughter] >> um Okay. So, you want to do more. Um my wager is that like you could absolutely have a $100 million plus business in real estate. The issue is that there's no revenue retention. That's right. Like you know how to market and sell. No question. You're great at it. Great on camera. You can pitch. You can do events. Like you have all the promotion skills. You just don't have a thing that's that keeps people.

1:22And so like if you think about how many people you've sold over the last 5 years, like if you had half of those people still paying you $2,000 a year, the business would be 40, 50 million dollars a year right now, right? Somewhere in that neighborhood. >> Totally, yeah. >> Right? And so the issue is like if I could go back in time and redo Gym Launch, I would have focused 100% on revenue retention and just basically disregarded everything else until I solve that. Because the thing is this kind of like we were talking about earlier with the um the levers for monetization, your ability to blow something up will always be there.

1:51You're always you're going to like you have enough skills, you have enough network, you have enough money that you you be able to even if things change, you'll figure it out. I'm not worried about that. And so, like the one like the deficiency for skills that you have right now is around finding service and/or product that people don't cancel from. And if you can just do that, that's the thing that will get you to 50, 100 plus. Like that's it. >> So, what is it? >> Well, the thing in real estate is that like I'm surprised that you never did like your own brokerage. Because your ability to

2:20>> I do. I have EXP and I'm like I'm like top 1% with EXP, you know. >> Well, doesn't that keep compounding? >> Yeah, yeah. I mean, all it's doing really well. >> No, but like every year it is Well, when did you start doing it? >> Uh about 5 years ago or so. >> started 5 years ago. Then what pads are you getting from or X whatever it is compared to >> 20 grand a month, but it's like passive. I don't do any like I do zero zero time on it. >> Well, >> it used to be about 50, but the real estate market's changing. It's like

2:47>> Yeah. Um no, I'm at like I mean, they have the rev share model kind of. >> You know, I don't love Like I think the thing is is like I feel like I'm over real estate. You know, they're just a I love them. So, if this is on camera, don't tell anybody, but I love realtors. They're amazing and I always want to help them when I can cuz >> Yeah, forever and always because they're great. They're amazing. I came up from real estate and then like I'm always grateful. >> It's kind of like when you were at Gym Launch, right? It's like now with you, I can my virtual events, I'm not even there. So, they run 5 months and I'm not even in them. It's recorded. You can't even, you know, you won't wouldn't know it, but so I can I can actually do something different and and have the time and energy you know, I just

3:25>> How many hours a week are you spending on the business? >> I'm kind of a workaholic, but I love it. Like I'm you know, I [snorts] just but I only because I want to cuz I really enjoy it. So, >> Can I give you a challenge? >> Yes, I stop work at 5:00 every day. >> Okay. Can you stop work at 9:00 a.m.? >> No, I wouldn't want to. I No. >> Well, I want to challenge you to do it because I think that you are you have so much activity level. Like you have high activity. Like everyone here would probably say that you have high activity just from like hearing you talk. Um no, it's a compliment.

3:53Um you probably do so much in your business that you're not even aware of. And so I think that like the challenge for you is like it's very easy to say that'll just run and it'll be fine. I'm going to start this other thing. But it it'll it's the same conversation we had earlier like it won't be fine cuz there's so many tiny things that you do because you have so you're so fast in your activity that like you don't even notice it. You're like, oh yeah, quick decision there, quick decision. That's like it wasn't even a thing. Like you don't even realize the work that you're doing. And so I would I'm like gung-ho.

4:24I'm totally fine on Chris and Maisie or opening you know, starting the Chris and Maisie or brand and doing whatever you want to do on that side. If you want to go mass market cuz that's like where your heart's pulling you, fine. But the challenge would still be like this thing has to truly run without you. And so the test is like can you spend a month not doing anything and have it still keep making money? And you're doing one event a month. So it's like maybe you have to do like three or four months to prove out that it actually works. Like my preference is six.

4:53Which I think you'll like pull your hair out and you're like I like my hair and you know, it'll be a whole thing. Right? Um, but I think like find a hobby that you can do for six months and you will find all the holes in the existing business that could potentially enable you to do the other thing if you so chose. Otherwise like this business will eventually decay because you the star power won't be there. Um, and the new thing will start paying for the old thing and then it'll be this big mess of like this team is being used over here too. I'm splitting resources cuz I don't want to start hiring all these other people cuz it's pre-revenue, blah blah blah blah blah.

5:23>> I guess I just want something I love more, you know, like I you know, you hate the Remind set but I love the Remind set and it's like I I just more motivation and inspiration that kind of thing but it you know, that's not where the money is because you have to give them what they want and sell them what they need kind of thing, right? So I sort of get to do that through real estate but I'm I'm capped. And I would just like I want to do bigger. >> You're capped with money or you're capped >> with not with money. I mean I could quit right now and not like care but >> saying the business is kept money wise.

5:49>> No, we could still I mean we're not as profitable as as we were. >> Well, you said you want to get to 30 something. >> Yeah, I want to >> do that within your existing opportunity. For sure. For sure. There's a million. >> They were saying how broke they were like the first thing you said earlier was like yeah. >> They are broke totally but they're still billion dollar plus companies in real estate. >> Yeah. >> Tons. So when I said brokerage I didn't mean you affiliating someone else's brokerage and having a ref shred submit you owning a brokerage.

6:15>> I can do that. >> Okay, that's fine but I'm still like that's where like the machine that you're so good at is attracting realtors. And so like what machine best monetizes the attraction of realtors? And so that's where it's like I own escrow, I have a title company and then you build the vertical stack. >> Yeah. >> That's if you want to build the big thing and you might not want to do that. The thing is is like you want to do this motivation etc. stuff. It's like what stops you from doing that now and not monetizing it?

6:43>> I don't know. I think that's the you know what one of my coaches said to me that he thinks that the part of the reason why I'm like not scaling even more is because I do have this calling and it's like the calling is keeping me from scaling more because I should be going after that. You know, so yeah, I told her I needed a coaching session today. That's what it that's what it was about. I'm like what is Krista going to be when she grows up? I kind of feel like that's where I'm at right now. You know, just not knowing. >> The whole like you know, holding you back because your heart's calling you. I'm like whatever. There's stuff that you're not doing that you could be doing.

7:12>> Yeah. >> And so either you do it or you don't do it. Whether it's your heart calling you, I don't know what that means. Um You've been in this situation for a long time. It's been 5 years and you've been more or less at the same revenue level I think ish somewhere in there. >> No down. I mean we were we were doing 18 million a year. We were so it's gone down. >> Yeah, but over 5 years you've been in the million a month ish range for a while, right? >> we just hit 70 million.

7:38>> Yeah, okay. So 75 by 5 okay. You be like >> [laughter] >> Um you've been in that range for a while, right? And so um This is one of one of like if I wanted you to leave and leave a 10 out of 10 score, I'd be like, "You should chase your dreams, Krista. I think that you can make the You can dazzle the world." And I think that your voice is going to change lots of people's lives. And I think that you're playing small by sticking to realtors and you do like relinquish that identity because of what you've achieved. That's what I would say if I wanted to get a 10 out of 10 from you.

8:12Um if I wanted to give you business advice, I would say like you are constrained because you don't know how to grow this business more. And the next business will >> Well, I don't even have a sales team. I have one sales person. >> Well, you don't know how to grow this business more cuz you haven't. >> Yeah. >> So like >> mind making a hundred million dollar a year business. I'd be cool with that. >> Right. >> maybe not want to go after my dreams, right? >> Right. Well, this is my point. Like you were at like the the whole shiny object just gets sexier at every level.

8:39The better you are, the better the opportunities you have to say no to. And so like this is why I like to make all the content of like the work It's like the work we're avoiding. And I do think that you being in limbo of like ah there's this other thing over here. I'll give you a different analogy. So let's say that you have a relationship, it's stable, you've been married for a while, right? And there's this your tennis coach that is, you know, super attractive, whatever, and you have this fiery dynamic, whatever. And the thing is is that like some of your attention imagines what that life would be like.

9:09And so as a result, you don't pay as much attention to your marriage. Is there anything inherently wrong with the marriage? No. But you're not allocating the attention because this is stealing your attention. Your shower time, your your your driving time is like just living in this hypothetical world that only has upside and not downside. Because usually our fantasies just forget the cost of achieving the fantasy. There will be just as much in that business or worse than your your one.

9:37And so like fundamentally I think that's what regret comes down to is people just imagine the upside of a path they didn't take and don't know the downside. And so, right now you have some regrets theoretically about this path that you haven't pursued but not the cost associated with pursuing it. And so, like I said, if I wanted to like get you all raw-raw'd, I would say like "Screw this business. You're meant for the You're meant for the stars. You can You can do all these amazing things."

10:01And I think that's true. Um but I still think that you will run into the exact same revenue plateau that you're currently at because you'll still have to deal with the skill deficiency that you have and you'll recreate this business, the new one, faster than the other one. And then you will still hit the same plateau. The only thing is you'll be more stressed cuz now you have two businesses to take care of and you'll probably split the team. This one will go down. That'll stress you out. You worry about your reputation. And then you'll feel like a fraud over here. >> Everything you said is super spot-on. Can I just ask one more question that aligns with it?

10:29>> Sure. I know that this applies to like 10 other people here, so you're fine. >> I mean, this was everything you said is like it's resonating big time. [snorts] So, what we teach I know can help like local businesses. Like we've already tested it. So, I had a beta group and I taught an attorney a dentist, solar, coach, like everyone. They were like, "Oh, I love this." And so, the next thing is we were like we're ready to launch actually next month. So, it's it's not different. It's the same exact thing that we teach. I mean, everything's the same except we're not teaching you how to do a listing presentation. We're teaching you how to do a video sales letter, right? And so, we were ready to go mass market.

11:03>> different than the benefit. >> So, yeah. So, this is something that That's like my dream. This is that something that we already have kind of going, but we're I I told you it wasn't going to be a coaching session. So, so basically it's like But then we're thinking, "How do I go speak to the masses, right?" It's like because when every time you speak to one, you speak to no one. The more you speak to someone, the more you Right? So, it's like that's the the thing. We're We're We're doing it because but it it's I know there's going to be difficulty there.

11:29Yeah. But then when I look at like you and I know I'm not you, but like you know, you look at these different people, Russell, all these different ones, they're speaking to the masses, like entrepreneurs, experts, you know, so it's like if they can do it, and there's not a very like it's a total sausage festival here. There's hardly any women that are that are doing this, you know? >> had an event, it would be chicks. It's fine. >> You know, but you know what I'm saying? Like there's not a lot. So I [laughter] feel like there's room for a woman leader to come in and teach this to >> I agree. >> You know? >> I agree.

11:54>> So is there a huge risk with that, too? >> No, I think there's significantly less risk with that than you going after just pure personal development with no business model. >> Just a matter of figuring out how to get them in. >> want to just take like how do you make viral content and post it on a consistent basis, plus having a video sales letter as your kind of method for getting people to turn organic leads into into paying customers, and just go from this worked in this vertical, here's 10 of the proof cases, and then you can go mass market. I think that'll work.

12:19>> Okay. Okay. Thank you. >> Yeah. We should have started there. If you like this video and you're business owner who wants to break through your current revenue ceiling, I distilled every lesson from scaling 10 businesses past 10 million, and three businesses past 100 million, into a completely free scaling roadmap that I've used to go from zero to one, zero to 10, and zero to 100 plus. And so you can click here, and you can check it out. Again, absolutely free, and since you're a business owner, I appreciate you, and enjoy.