She Closed $21M Solo. Imagine With a Team.

0:00I sell real estate and coach and mentor agents. >> Okay. >> I did 21 million on my own last year. >> Amazing. In house sales? >> In in my my own sales volume. >> Okay. >> My office did just shy of 100. >> Amazing. >> So um but obviously GCI a little bit different, right? So I did about half a million in GCI. Where I really want to be at 2 million. >> Yeah. >> Naturally, minimum. Um

0:26>> Minimum. >> What [laughter] What this event has has confirmed is that I have more issues than Vogue. >> [laughter] >> I did I did all that business last year without any type of ads with with literally no VAs, no I had you know maybe half of an assistant. But marketing is really my niche. I built a beautiful personal brand.

0:52However, it's not bringing me the higher units that I need, right? I I can bring in did 41 transactions last year. >> Mhm. >> But you know one might be 4 and 1/2 million and then I get you know these half a million. So there's definitely something broke here because I I'm spending all this time. My phone reminds me that it's 10 hours a week on my on my screen time.

1:18So I'm doing all the marketing myself and I guess really where my question comes in is am I hiring someone out? Am I doing this all on my own for ads, landing pages, and such? Right? I had no CRM last year. I had no like functional website um or any type of follow up. You know we put billboards and and direct mail and things like that. But um I need to take my average unit to a much higher level. And how do I do that consistently? I'm at like 11% marketing spend right now.

1:53>> Mhm. >> How do I scale it like fast? Cuz I'm [ __ ] ready. I just I just want to go. >> Um on your personal brand, are you showing all the homes you sell? >> Um yes. So, I will show uh a half a million like I did last week, and I had eight offers in 2 days. >> Mhm. >> Very fast. And then when when I show the $17 million listing I have, then it brings all those clients back. Those half a million dollar buyers are now Well, you're in the luxury space, so we didn't think you'd want to work with us.

2:26>> Yeah. Well, I mean, you don't, right? Right, though? >> As far as what? >> You want to work with the $17 million homes, not the >> I mean, I mean, I want to work with everyone, right? I mean, it's a it's paying the Everything's paying the bills. >> Yeah. >> But do I want to spend more time in the luxury space? Short answer is yes. >> Uh-huh. So, you're you're at you're at a crossroads that like probably a third of the room is at. Um and it typically happens in the 1 to 3 million range.

2:56It's on the scaling road map. Um which is you have to pick your customer avatar, cuz in the beginning you accept money from everyone. And then at some point you have to decide what customer you want to serve. If you feel like you are a luxury realtor, and that's what you want to you want to be known for and want to be about, then there's a short-term gap, a bridge if you will, that you'll have to cross, which is you'll want to to your point show more of the $17 million homes, and you'll basically have to decrease the $500,000 homes. Now, to be clear, you can accept those deals. I just wouldn't advertise them.

3:29>> Sure. >> So, I can still be the agent, just like every other agent that doesn't have a personal brand, and still sell the house the old-fashioned way. >> Mhm. >> But then the stuff that I'm personally promoting, I always want to level up. >> Mhm. >> And so everything I'm showing publicly that I want to use to attract the deal flow, I want all of that to be the customer that I want. In the interim, you can still accept the deals that are coming in, because big attracts will still get the in- inbound for small, But small does not get the does not bring the 70. Right? If I see a person who's doing 500, 500, 500, whatever, I'm not I'm not selling my $25 million house with that person. I want somebody who's only selling $20 million houses.

4:04Because I know that they have a network of buyers who are going to be able to do it. And so I think that if you're what you're what you're fundamentally asking is a branding question. And so there's two parts. One is like what am I branding and the other part is like what do I do with my time, which we can get to in a second. But um thing one, all of your public needs to be up. And then you can still do deals in private that you just don't talk about. >> [laughter] >> Okay? You don't take them home to mom. You know what I mean?

4:28Um the on the op side, uh what is taking the majority of your time that is not producing the highest ROI? >> So I know for sure my weakness is ops. >> Okay. >> I know that I I it's the least amount of time I want to spend on all of that. So when it comes down to the the analysis every month of I need to be better at that. >> Mhm. >> Obviously, I need to uh spend more time on the the lead generation. Just It's just lead acquisition and total, right?

4:56So we we have been kind of we normalize, you know, Zillow, right, for for lead acquisition, which is [ __ ] now, obviously. But there's um again, I'm not going to get that client from there. So do I take I'm going to take that money and then move it to this lead magnet on, you know, what, Google's, you know, >> For for luxury? >> Yeah. >> I think luxury is still going to be mostly word of mouth and like your personal brand. Like if you want to move up in that space and the guys who are at the top make a ton of money. Um but it it I don't want to say it's a slow grow, but it's a deliberate it's a deliberate creation of your portfolio to attract the right customer.

5:40And so thing one is we need to make everything upscale. All the big deals is all you talk about and I want you to resurface the old ones that you did. >> Okay. >> So that you can have a higher posting cadence. And I would be thinking, how can I show this home six different ways? >> Okay. >> Rather than like, well, I made already made a post about that house. It's like, well, show it from the backyard, show it from the front yard, show it from at night, show it during the day, show it with kids. I I mean like, you want to show as many different versions of it as you can. Um so, one, people see that you hustle, but two, they're just going to it just it just gives more visual variety. All right? But that's still all brand stuff.

6:10On the op side, I'm I'm still curious what what is actually taking the majority of your time. You're saying it's ops. I would want to get a little bit more specific about what that is. If it's admin work, it's like, how much of this can be automated? And we can do this like one time. >> Yeah. >> So that you cuz like, all you need to do is you need to promote, you need to sell. That's the business you're in. Everything that's not promotion and sales is you wasted not wasting, but your your your dollars per hour is way smaller. And so, said differently, if you were able to take all the ops off your plate, and then all you did was promote and sell, would you be able to make up the cost of hiring the one person who can do all the ops [ __ ]

6:46>> Yes. >> Okay. So, I think that's probably what we should be looking at doing. So that all you do is you show up the [ __ ] properties, you show up properties, you take pictures, you post. That's the life. And you close deals. >> Yeah. >> You not doing that is you disserving your core skill set. And it's a higher leverage skill. So, just lean into it. And just stop I think you're penny pinching a little bit um on kind of the ops help. And I think you need to have faith that you will be able to pay that person with the added productivity of all that time back.

7:17>> Agreed. >> If you're a business owner and you're not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the 100 million dollar scaling road map, which is basically 200 hours of us looking over all the portfolio companies I've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it. And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can book a call with my team, and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas, and we'll do this in person live.