• Bad Advice Realtors Should STOP Taking

    EPISODE 67

    Bad Advice Realtors Should STOP Taking

    It’s time to break free from bad guidance, stop believing bull***t, and ditch destructive advice for good. In this podcast episode, I’m going to be pulling back the curtain on the bad advice often given to Realtors that can have the biggest negative impact on both your business and your happiness in this business.

    Here’s what you’ll learn:

    • The number one trap we fall into that we think is helping our business, but is actually hindering our growth
    • A universal misconception that will make you change how you think about your sphere of influence (or lack thereof!)
    • A common piece of advice that if taken, can cause you to miss out on the most rewarding aspect of this job
    • Terrible tech tips that are costing you unnecessary money and making you lose out on opportunities to grow your business
    • The one mindset shift that could be the difference between making it in this business or giving up

    Tune in wherever you enjoy your podcasts.

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    Episode Transcript:

    Well hey there and welcome back to the Women Rocking Real Estate show. So happy to have you hear if you’re new and welcome back if you’re a loyal listener. This episode is one that’s been in the making for years. Throughout my 15 years in real estate, I have discovered there is so much bad advice out there when it comes to being a real estate agent, so this episode will hopefully help you break free from bad guidance, stop believing bull shit, and ditch destructive advice for good. Now as usual, this is just my opinion and someone else may have a completely different opinion and that’s cool. My motto with everything is to take what you want and leave what you don’t.

    When I was thinking about material I could cover in this episode, the list of bad advice to potentially include was long. In addition to collecting a list organically over the years, I asked my followers on Instagram to let me know the worst advice they’d received and there was an impressive list of things. A lot of it was the pretty typical stuff and I like to go deeper, So I started thinking about the big themes and decided to focus this episode on the bad advice that can have the biggest impact on both your business and your happiness in this business. Most of the themes I’m going to be talking about, are not obvious ones. But hopefully they’ll challenge you to think about things differently and to maybe see things from a new perspective.


    Alright The first piece of bad advice I want to talk about and wait for it, this is rich, because it comes from yours truly. Yup I have been giving some bad advice in every single episode, since I started this podcast. I began to realize the error of my ways awhile ago and added a caveat to what I say, but if you’ve ever stuck around to the absolute end of each episode, you know I end them all with “The More You Learn The More You’ll Earn” and I have come to learn that this is actually terrible advice. A lot of you listeners out there fall into one of two camps. You’re either spending too much time learning and not enough time doing what you’re learning OR you’re spending too much time learning from too many different people and you’re running around trying to implement it all. Either way, you’ve got Shiny Object Syndrome and you need focus and buckle down stat.

    If you’re attending every office meeting and training session and going to every real estate conference and taking loads of notes but not doing anything with them. Or if you’ve got digital shelves full of online courses that you’ve taken but not even finished let alone implemented….I’m talk’in to you.

    The first group of people can get stuck in learning mode because it’s safer than doing mode. They’ll tell themselves they’re not ready to start implementing anything they’re learning, because they don’t know enough yet or they’re not ready yet or all sorts of other excuses.

    The second group of people gets motivation and inspiration from trying new strategies, but often find themselves getting easily distracted with other shiny objects as soon as things get hard or feel overwhelming. So one group is kind of paralyzed in inaction and the other group is sort of squirrelly and all over the place doing different things, but not consistently finishing anything or sticking with any strategy long enough for it to work. Both groups are obviously looking for results from everything they learn, but both groups self-sabotage getting those results. One from lack of action and one from unfocused and inconsistent action. The solution for both is to take imperfect, focused and consistent action and one of the ways to do that is to stop learning and start implementing. Easier said than done right?

    Well there’s a few things you can do that can make it a bit easier.

    1. Decide who you’re going to take advice from for the next year and then tune everyone else out. It’s a very noisy world out there and there are going to be what feels like a million people telling you to do a million different things. The first ones that you should tune out, are the ones telling you to do things that don’t align with how you want to build your business. If people are telling you to door knock or cold call and you don’t want to build your business like that, stop listening. Stop attending. Stop reading. Stop making yourself available to receive that message. Remove that voice from your world because it’s just going to make you second guess everything you do try to do as an alternative. If people are telling you to harass your friends and family for business and make 100 calls a day to your sphere asking for referrals, but you’re not comfortable building your business that way, tune them out.
    2. Figure out who does align with how you want to build your business and focus on learning and implementing just what they teach for at least a year. Put all of your energy, attention and focus in ONE area only and then double down in imperfect action. When you start getting overwhelmed or it starts feeling hard, focus even more. Do not allow yourself to self-sabotage with distraction. Recognize it when you do it and come back and re-focus. Don’t allow yourself to start any new strategies, programs, courses or new trainings until you have completely finished and consistently implemented the one you’re focused on.

    If you know you struggle with this issue and know you’ll have a hard time taking these recommendations, do everything you can to get support. If you’re in a program, go to all the coaching calls, get some accountabilibuddies, set goals, reward yourself when you achieve them, if you’ve learned how to brain prime from me, start doing it every day and focus on these themes.


    The next piece of advice that I hear all the time that I don’t think is necessarily bad, but it’s certainly not always realistic and I actually think it’s dangerous and that is to only focus on your sphere of influence and build a repeat and referral business. That advice will work for a small number of you and not at all for others. But even for those that it will work for, it rarely works long term and I’ll explain why in a minute.

    Let’s start with who that strategy is not going to work for. It’s not going to work for an agent that has just moved to a new community. You don’t know anybody yet, so you don’t have a sphere yet and it’s pretty hard to get referrals from people you don’t know. It can take time to build a sphere in a new place and your business can’t afford to wait that long to get going.

    It’s also not going to work for people who’s existing sphere of influence is not at a place in their life where they are buying and selling real estate.

    It’s also not going to work for people who just don’t have a big social network. Maybe you’re more introverted and prefer fewer, deeper relationships instead of loads of surface level relationships.

    Regardless of the reason, there are probably lots of you listening that have heard this advice and feel discouraged. I want to assure you that you absolutely can build a real estate business without a huge sphere, but it will take longer and you will have to be super intentional and strategic around how you do it. The good news is that when you do do it the right way, you’re actually setting your business up for bigger and better LONG TERM success, than an agent who only focused exclusively on their sphere.

    What about those of you that do have a huge social network? Should you rely on that network alone to build your business? In my opinion definitely not. You should definitely start there. They are for sure the lowest hanging fruit. But relying entirely on your sphere for business can be a dangerous gamble. Here’s why.

    1. The Buying / Selling Lifecycle typically lasts on average 5-7 years. You need a pretty big sphere of influence to sustain your business before repeats will come up.
    2. Your sphere needs to be at the right stage of life. Ideally buying their first home, so that you can benefit from trade ups. If your sphere of influence is filled with people who are already in their forever home, you will not be able to rely on them solely to sustain your business.
    3. When you don’t make efforts to grow your business with people who don’t know you, you’re always dependant on your sphere and when the fruit has all been picked and the market starts drying up (as it always does in cycles) you have no in-fill.
    4. The success of your business will always depend on how connected you are to people in your sphere. You have to build and nurture those connections and that is time consuming. As soon as you stop doing it, you’re at risk of other another agent having a closer relationship with that person. Let’s face it, every single person knows at least 5 real estate agents well enough to use them.

    So to be clear, I’m not suggesting you don’t focus your business on your sphere. They will always be the easiest and fastest way to build a real estate business and they should be your priority. What I am saying however, is that you shouldn’t rely on it entirely. I have had so many agents contact me with the same story. Been in the business for 20 years, always did well and had a super strong repeat and referral business. Never advertised or focused on growing their business because they never had to. And then all of the sudden one year they noticed a big drop and the next year it got worse. Their phone suddenly stopped ringing and they don’t know what to do. Business begets business and lack of business begets more lack of business. It’s a slippery slope to recover from if you don’t catch it in time. But the simple way to prevent it, is to never rely entirely on your sphere for business. Make it your priority, but never neglect marketing and advertising in your business. If you’re not generating at least 30% of your business from people who have no connection to you, that’s a warning sign that it’s time to rebalance your business now.


    Another popular piece of advice that I think gets taken too literally and is often viewed under a black and white lens vs. varying shades of grey, is “Don’t waste your time with tire kickers.” This often is in the context of buyers who can’t make a purchasing decision or sellers who just aren’t ready to sell. Now there are absolutely going to be times when you need to walk away from clients because they genuinely are not ready to make a decision. But I believe those situations are way fewer and farther between than agents think. I believe we are taught to have the wrong expectations of people and we are not taught how to properly listen, understand, coach solve and influence the decision making process effectively to actually help people through their own process. We are made to believe if it’s not an easy transaction, it’s not worth our time and that is simply not always true. In fact, some of the most rewarding transactions will be the most difficult ones. The best testimonials and referrals often come from the most challenging transactions. When we’re able to help people get out of their own way, that’s when our light shines really bright. But the only way we can do that, is from a place of empathy. So instead of viewing somebody as a tire kicker or getting frustrated by their inability to make a decision or being annoyed because it feels like they keep changing their mind, get to the root of the problem. Buyers are rarely actually tire kickers. Most of the time they just need help making a decision. There’s a problem that needs to be solved and it’s your job to figure out what that problem is, because they don’t even likely know themselves. That’s what real estate is actually about. It’s not about buying and selling properties. It’s about solving people’s problems and helping them make good decisions. In my 15 years of real estate I can honestly count on one hand the number of buyers who didn’t end up purchasing. When a buyer or seller genuinely has no intention of actually buying or selling, that can almost always be sussed out in an onboarding process. If the red flags are obviously waving from the get go and you take them on knowing that, but hoping to change their mind, that’s a problem and almost always a waste of time. But if someone is genuine and then starts struggling when a decision needs to be made, that’s a totally different situation and here’s the hard truth…’s normal!

    These are huge decisions being made that materially and dramatically affect their lives. We shouldn’t EXPECT that these decisions are made easily. We shouldn’t get frustrated when they’re not. Instead, we should focus on getting better at helping people through those decisions. That’s where your true value lies. And when you can get good at that, people will be singing your praises from the hilltops and you’ll never need to hunt for business again. So the next time you find yourself frustrated with a client or wondering if you’re wasting your time, come from a place of empathy and ask yourself whether you really understand what the real problem is, that is keeping them stuck.


    Alright the next category of bad advice that has been given to realtors from coast to coast falls under the bucket of technology. There is a lot to unpack with this one, so we’re going to start with websites first. First if anyone has told you that you don’t need a website for your business, that’s terrible advice. You absolutely need a website. If you don’t believe me, go back and listen to episode 55. In it I talked about research that was conducted about people hiring realtors and it found that 93% of people would not hire a realtor that didn’t have a website. There’s two reasons you need one. First people are going to be searching for you specifically and you need a place for them to go to learn about you. The more important reason however is that as I speak, there are thousands of buyers and sellers on google right now searching for a real estate agent. Why wouldn’t you want to get found by them? Why would you prioritize your time randomly hunting around for people who might be looking to buy or sell OVER prioritizing making sure you get found, by the ones who are in the market already and actively looking right now?

    So if the first bad advice about websites is that you don’t need one, the second bad advice is that you should just use the website provided by your brokerage. Terrible advice. For starters you don’t own it and if you ever leave you’ll lose everything. Secondly, agent websites through a brokerage are always provided on a sub-domain and because there is a sub-domain for every agent at the brokerage, you’re all sharing the same server which makes them notoriously slow. Third and work that you do to your subdomain, actually helps the SEO of the main domain which is the brokerage’s. Fourth, it’s the exact same website that every other agent at the brokerage uses, which is certainly not going to differentiate you. So long story short, don’t take the easy route and use a website provided by your brokerage.

    The next bad advice agents are given about real estate websites, is that you need to have MLS listings on your site or an IDX feed. Here’s the bottom line, you do not want people coming to your website to search for listings. They can do that on thousands of other websites that are specifically designed and built to search for listings. You want people to come to your website to learn about & connect with YOU. You want them to come to your website to get educated about the real estate process and you want them to come to learn about the communities you work in. Listings on your website will not differentiate you at all, but your other content will. Agents are also given bad advice when they’re told that they need to have MLS listings on their site in order for your website to get found and this is bad advice as well. Unless you’re running paid Google Ads to your IDX listings on your website, they will rarely get found organically and that’s because you’re competing with and Zillow and other websites that spend millions on SEO. If MLS listings are on your website, it means they’re on thousands of other websites as well, so it is not unique content. If you have an IDX website, check for yourself. Open a new private browser and search for an address of a listing that’s currently on MLS and listed on your website. See where your site comes up in the search results. If it’s not the top 2-3 results, no one is ever going
    to find your website that way. So if you’re paying a lot of money every month for an IDX website that isn’t doing anything for you, that’s a waste of money.

    The last piece of bad advice related to your website, is that you need an expensive custom-designed site. There are a few exceptions to this rule, but for the vast majority of realtors, you do not need a custom designed site. You need a beautiful, personal brand, well-designed site that is search engine optimized and includes high converting copy, has opt-ins, community pages, a blog and the ability to add your own personal listings, rentals and sales. If it’s missing any of those things, it won’t work. You can get all of that with affordable real estate website templates. They look custom, but without the high price tag. Now you do have to be careful that they include the ability to add complex listings – with photos and floor plans and 3rd tours and mortgage calculators and all of that. A lot of the templates out there are just regular website templates and they’re not specific to real estate. Don’t make the mistake of getting one of them.

    Now if you’ve been a listener of the podcast for awhile you already know I sell real estate website templates and a program to teach you step by step how to customize them. I promise I didn’t just tell you all of this to be selfserving and try to sell you a program I have. I created the program in response to the bad advice that’s been given to so many agents because I wanted to make it as easy as possible for agents to get the website they need and I’ve kept it as affordable as I possibly can. The templates & course at the time of this recording is only $100. I pay for a tech support team, so it is not a profitable program for me. But I know it’s such a key piece of the puzzle for realtors, that I needed to make it available and I’ll try to keep it as affordable as possible.

    Alright under the technology umbrella, also comes some bad advice about CRMs. Do you need one? Yes. Should you pay for one that you’re not using? No. Should you use a CRM provided by your brokerage because it’s free? Not usually. Will a CRM help you generate leads? No. Do the software companies that sell them make you believe they will generate leads? Yes. Clear as mud right?

    So let’s try to clear up some of the confusion related to CRMs. Some of you know this already, but I know there’s a tonne of you listening that don’t so the rest of you just bear with me for a moment.

    A CRM is simply a software tool to help you store information about your contacts, transactions and tasks, however many of the CRM service providers evolved their software to also include websites for lead capture as well as email marketing for nurture campaigns and newsletters and that’s kind of where the bad advice started. Those service offerings are adons. They are not their core business nor their expertise. While the websites they provide are functional, they’re often not well-designed and therefore they create a negative user experience. They’re often also difficult to manage yourself and very expensive to customize.

    When it comes to email marketing services provided by CRM companies, the problem is even bigger. While they may offer email marketing, they are not designated email service providers and as a result their email delivery rates are very low. Most of the emails you send will end up in people’s junk folder. Because email open rates are no longer a reliable metric, you can’t look at your open rates and take them as accurate. The only accurate measure now is your email click rates. Even if the emails do manage to make it into someone’s inbox, they’re not well-designed and therefore the user experience suffers again. People are more likely to delete them vs. Beautifully designed email that includes encourages the viewer to actually read the email.

    When it comes to lead generation, the tool itself does not generate leads. It only acts as a tool to capture the leads. You’ve still got to pay for the landing page or the ad to get put in front of people for them to opt-into your CRM and while a lot of people pay for the tool, they don’t pay to for that second critical piece. Even when people do pay for that service, the leads that are generated are often very poor quality or if they’re good quality leads, you often have to share the commission with the company managing the lead gen. Why would you do that, when you can easily do exactly what they do on your own? Why? Because it feels like the easy button. The problem is that all of your time is then taken up chasing poor quality leads or servicing leads but then having to giveaway most of your commission. It can feel like a short term gain, but when you actually break it down, it’s a long term pain. Learning and setting up all of these systems yourself will feel like a short term pain, but it is a huge long term gain.

    I’d rather see you only attract a few high quality leads per month, that turn into actual clients, than generate 100s of low quality leads that require hundreds of hours to follow up on and chase, only to have 1 or 2 turn into actual clients.


    The last piece of bad advice that I want to debunk is a universal one – not just related to real estate, but to anyone and everyone. It is a saying that we have all heard adnaseum and while I obviously get and agree with the the principle of it, unfortunately I believe that it sends the wrong message and entices the wrong expectations and the wrong behaviours when starting a business. Any business and starting a real estate business is no exception. The advice is work smarter, not harder. I actually believe this saying should be “Work harder, then smarter.”

    Let me explain. People who have made it, love dolling out this advice to new people. Because it sounds lovely to any newbie starting a new business. Who wouldn’t want to find ways to not have to work hard? Who wouldn’t want to find some hacks and some shortcuts to success, especially if they were smart hacks and smart shortcuts? The reason this advice is a problem is twofold. For starters, many people take what they want to hear from it and that is often only the work not harder part. Secondly, this advice was born by people who worked their ass off for years before they eventually got smarter about how they do it. But when they’re looking in the rearview mirror in hindsight, they think that if they’d been smarter about it sooner, they wouldn’t have had to work so hard and that’s the concept that they turn around and sell as advice. I’m guilty of this thinking myself. However successful people would very likely never have got to where they got, UNLESS they’d worked hard and made mistakes and tried different things. It’s in the journey of working hard that the learnings come of how to do it smarter eventually and if you try to skip that part and try to just do it smarter from the beginning, you don’t learn the grit and the perseverance that’s needed to make it. You don’t learn how to fall down and get back up….on repeat. I have yet to see a situation where success has come to anyone building something from scratch without a lot of hard work. Now in hindsight on the other side of success, a lot of that work might not look so smart. But that doesn’t mean they could have still gotten to where they eventually did, if they’d done it differently.

    Now one exception to this rule in real estate, is where agents inherit a real estate businesses from their parents and have instant success with very little hard work in the beginning and sorry that situation just doesn’t count.

    To make it as a new agent in this business, I’m going to be real with you… are going to have to work harder at it and for longer, than every other new agent in your market and no amount of being smarter about it is going to change that.

    For those that do make it however, they eventually NEED to start working smarter to survive. You need to be able to recognize when it’s time to pivot from business generating activities to business optimizing activities. Eventually your business needs to be optimized by automating, eliminating and delegating everything that you don’t love doing. However I see a lot of agents kind of hide behind their computers doing those activities too soon in their business, instead of focusing their time and energy doing activities that are going to generate business for them. You don’t need to optimize your business, until you have a business to optimize. And that my friends is why I believe the saying should be “Work harder, then smarter.”

    There you have it my friends, my take on the bad advice I hope you’ll think twice about taking. I hope you enjoyed this episode and if so I’d be so grateful if you left me a rating on Spotify or a review on Apple podcasts.

    I will not be ending this episode with my usual bad advice so I’m going to have to think of something new to sign off with. If you’ve got any ideas, I’m all ears.

    Until next time.

  • Real Estate Teams: The Good, The Bad and The Ugly

    EPISODE 64

    All Things Real Estate Teams

    In this episode, we explore the world of real estate teams – the good, the bad and the downright ugly. Should you join one? Should you leave one you’re on? When are you ready to start one? How can you better manage the one you’ve already got?

    Here’s what you’ll learn:

    • Why EVERY agent needs to be a part of a team and how to reframe how you think about teams
    • The one mindset shift you need to make to set your experience up for success when joining OR starting a team
    • The 6 items that need to be clearly communicated and documented before ever joining or hiring
    • The rules of Fight Club when it comes to leads on a team
    • 5 little-known secrets to become the number one agent on a team

    When it comes to teams, you can’t grow without one. Tune into this episode to learn why a team could be the change your business needs.

    Listen Now:

    Episode Transcript:

    Today we’re going to be talking about all things real estate teams – should you join one? Should you leave one you’re on? when are you ready to start one? How can you better manage the one you’ve already got? Those are questions every agent in real estate should ask themselves at various points in their careers and that is what we’ll be covering today.

    If you’re new here, I’m your host Jen Percival and this show is all about ways to start, grow and scale a real estate business that you’re proud of without using tactics or strategies that don’t align with how you want to build your business.

    Before we get into this episode, I have two quick housekeeping items. First up, when I started this podcast I obviously was targeting women, given the show is called Women Rocking Real Estate, but recently I have heard from a lot of men that are listening in and wondering if I only work with women and the answer is absolutely not. At the end of the day, I just want to work with good people that have the desire to be great agents and to raise the bar in this industry. I want to help Agents who have integrity and who want to do the right thing and gender has absolutely nothing to do with that. So if you’re listening and getting some benefit from the show, I welcome you and everyone regardless of what gender you identify with.

    One other quick housekeeping item, I am finally opening the doors to the Attract Accelerator again. It’s been 7 months since I welcomed a new cohort and I’m really excited as the entire program has been completely updated and overhauled based on what’s working right now in online marketing and digital lead generation. So if you want to stop hunting for clients and start attracting them on autopilot, I’d love for you to join me inside this 90-day accelerator. This is not an online course, this is an intensive cohort-based program where you learn the strategy, practice it first and get feedback from both myself and your Accountabilibuddies and then implement it in your business. So if you’re sick of being told to cold call and door knock and bug your friends and family for business, this is your chance to generate leads a different way. You can find details in the show notes or visit my website.

    Alright, lights dive into today’s episode.

    Sometimes I feel the need to set up expectations at the beginning of an episode and this is one of those times. In this episode, I’m going to be playing devil’s advocate. I’m going to be encouraging team members to see things from a team leads perspective and encouraging team leads to see things from a team member’s perspective. People usually tend to only see things from their perspective and sometimes they’re right, but sometimes they’re wrong so think of me as judge Judy. I’m going to take both sides in this episode and give you my thoughts and opinions about different situations and scenarios, sometimes calling out team members that need to check themselves and sometimes calling out team leads that need to get over themselves.

    Now I am not for one second pretending that I was the perfect team lead or brokerage owner. Not even close. I am fully aware that I can be pretty difficult to work with. I have high, often unrealistic expectations of people and I am not good at hand-holding or tip-toeing around issues. I say it like it is and I can be blunt and I can be bossy and as a result, I can be perceived as being harsh. I have a lot of masculine energy and that just doesn’t work for some people and I get it.

    Ok before I get into the nitty-gritty of this topic, I want everyone listening to take a minute and consciously throw out everything you currently believe about the word team and the feelings you have about it. Whatever meaning you give to the word team, erase it. Whatever experiences you’ve had with teams (both positive and negative), forget about them. I want you to listen to this episode with an open mind and be willing to challenge whatever beliefs you have about the concept of teams and your role in one. Instead, Let’s start with a blank slate and recognize that the word team can mean a million different things. Teams can be structured in a million different ways. There are no rules (I’m using air quotes) when it comes to what the word team means. It can mean anything you want it to mean. So when I talk about joining a team or starting a team, do not view it only through the lens of a traditional real estate team. The team can mean anything where we are working with people and leveraging each other for connection, support, accountability, community, and growth.

    So, under that definition, If you are brand new to real estate, you should seriously consider joining a team. If you’ve been doing this for a bit and aren’t getting enough traction to get the experience you need, you should consider joining a team. If you’re doing well, but you’re feeling isolated and lonely, you should consider joining a team. If you’re doing well and want to grow your business at all, you should consider starting a team. If you’re doing well and feel like you’re working too much, you should consider starting a team. If you want an exit plan and don’t want to be selling real estate into your 80s, you should consider starting a team.

    So basically what that means is that everyone listening to this podcast should consider either joining or starting a team. What type of team you join or start is open and flexible to meet you wherever you’re at. Don’t rule the idea out, because you have a preconceived belief about what it means. Decide what you need to get from it and then either go find that kind of team or go build it. Anything that helps you leverage other people for connection, support, accountability, community, and growth is a team. So let’s start first with joining a team. If you are new to real estate, you need to be on some sort of team. Trying to learn this business and figure out how to spend your time and on what and stay motivated on your own at the same time, is very, very hard, if not impossible. So at a minimum, you need to be a part of some type of community. That could be as simple as joining a free online group or a paid coaching group. Or it could be joining a group through your brokerage. For example, I lead a community of agents at eXp. It’s not a traditional real estate team, but we meet every Monday morning and there’s support, accountability, coaching, and structure. So if joining a traditional real estate team is not something you’re interested in, look for substitute options that will give you some of the important things that a team provides, especially if you’re struggling. Keep in mind that struggling can take a few different forms. If you’re struggling with things like procrastination or distraction or lack of clarity and focus, a coaching program or mastermind can help with that. If you’re struggling with loneliness or just staying accountable, then an online group may suffice.

    However, some agents need more support to get traction in real estate and some agents just want to be a part of something bigger, and, for those people, joining a traditional real estate team may be the best option. Traditional real estate teams can be as small as just two people – you and the team lead or they can be massive with dozens of agents.

    So if that’s the route that you decide to go, there are some really important things to consider before joining a team and to keep in mind if you’re already on a team. You are going to want to set the experience up for success and that’s just as much on you as it is on the team leader who brings you on. Remember that. You’re not just a passenger on the journey with no influence on the outcome. Take responsibility and accountability for your success on a team from day one and do everything YOU can do to set it up for success. You won’t have control over whether others hold up their end of the bargain, but you can hold your head high knowing you’ve done everything you can do, to be a good team member.

    Alright, what about those of you thinking of starting a team? I often get asked when is the right time and my answer is always the same. As soon as you can afford to. This is one situation where I’m telling you to do as I say and not as I did. I waited until I was making close to $400k before hiring an assistant and in hindsight, that was a big mistake. I was looking at it from the perspective of just what it would cost me in terms of money, but what it gave me in terms of time, allowed me to grow my business by 62% the year I hired her.

    Also remember, you don’t have to start a traditional real estate team. You can take initiative and start any type of team you want that will allow you to get support, community, accountability, and growth. In fact, I think it’s wise to start a more untraditional team first, to get your feet wet and practice shifting into more of a leadership role, without the full pressure of a traditional team.

    I also think it’s wise to start low and go slow. Start with just adding one person to your team and see how it goes over the course of a year and through the natural seasonality of real estate. I’ve seen people add team members during the busy spring season, only to realize they can’t sustain them year-round.

    In terms of order of operations when building a team, start with a part-time, virtual assistant, then a full-time virtual and then a full-time licensed assistant. Don’t start adding other team members unless you have all of your processes documented and a mechanism in place to onboard and train them. You should also have all of the systems in place for managing and communicating about tasks and transactions. The number one area that will cause things to fall through the cracks, is the lack of systems, structure, and communication. When you are ready to start adding agents, only add one at a time and just like I said with team members, be intentional about setting your team up for success from day one.

    If you’ve not been in a leadership role before in another career, read everything you can, listen to podcasts, take a leadership course, and consume everything you can about how to grow and develop people. Leadership is a skill that comes more naturally to some than to others, but it’s also a skill that can be learned.

    So regardless if you’re looking to join a team or you’re looking to start one, let’s set you up for success by going through the 6 things that need to be documented in a contract. Agents will often ask me what they should expect when they join or start a team and what I always say is that there’s no rule book on this. Teams can be structured in a bunch of different ways based on a bunch of different things. But the key things you obviously need to clearly understand up front are:

    1.  Expectations
    2. Leads
    3. Compensation
    4. Support
    5. Culture
    6. Exit Strategy


    One of the first things that will impact your outcome, is your expectations.

    This is going to sound harsh, but trust me when I say that embracing this will save you a lot of self-inflicted heartaches. And here it is….

    When it comes to building your business, no one owes you anything.

    Now granted there will be situations where someone probably does owe you something, but it’s the very expectation that someone owes us something that sets us up for disappointment and hurt and anger when we don’t get what we think we deserve.

    On the flip side, when we take full and complete accountability and responsibility for our own business and our own success and when have zero expectations that anyone owes us anything, that is when we are truly empowered.

    Embracing this perspective is critical and it applies to both sides. When you join a team, no one owes you anything. You may be given leads and opportunities, but you’re not entitled to them. When you run a team, no one owes you anything. You may get loyalty, but you’re not entitled to loyalty just because you helped someone build their business. Team members can leave and you don’t get to be angry, because nobody owes you anything. This was a hard lesson for me to learn personally. I would pour my heart and soul into trying to help people build their businesses and I felt like I deserved some loyalty in exchange. Yes, loyalty would be nice, but no one owes me anything. Once you accept and embrace this, trust me, it’s so liberating.

    So that’s the first rule of a fight club. Don’t make the mistake of convincing yourself that you’re owed anything, you’re giving away your power when you do that.

    Now just because no one owes you anything doesn’t mean that you shouldn’t get crystal clear, in advance about any and all expectations. Expectations are the root of almost all problems. When you are considering joining a team, every scenario should be clearly articulated in a contract and if it’s not, that’s your first red flag for future troubles. Because when there are no rules, people will make up rules as they go and they usually won’t be rules that are gonna work in your favour.


    Up next is Lead. The biggest mistake I see agents make is deciding to join a team because they need leads. If you ever plan on succeeding in this business on your own, you need to learn how to generate your own leads. If you can’t generate your own, you won’t make it on your own. One of the best motivators when learning to generate leads is a bit of desperation. If you’re having leads fed to you, most agents get complacent with their own lead gen and it keeps them stuck. If you get stuck in a situation you’re not happy in, that’s a recipe for disaster. In all of the years that I had a team, the agents that got the fewest leads from me did the best on their own long term.

    I’m going to talk about each of these elements from both perspectives. From a team member’s perspective, as I’ve already said getting leads should NOT be your primary reason for joining a team. It’s a tempting benefit of course, but like I said earlier it can hurt your long-term success if you’re not careful.

    Also, remember the first rule of the fight club. No one owes you anything. Your team lead does not owe you leads just because you’re on the team. If there are leads available, always take the position that you need to earn them. Don’t expect opportunities to just be given to you. It’s up to you to make them happen and for goodness sake, if you’re given opportunities like open houses that you turn down more than once, don’t play the victim when those opportunities are no longer offered to you.

    Also, make an effort to find out what’s important to your team lead and then show up like that. One of the hardest things about giving leads to team members is the fear that they won’t perform the way they would and it will make them look bad to the client. This is a really legitimate concern when it’s a repeat client. The one thing that will get team leads to hold onto clients and keep doing the work themselves, is the fear that no one will do it the way they would do it. So as a team member, figure out how they’d do it and then do everything you can to do it the same way. Observe how they do everything and then make a point of asking. Ask what’s important to them, ask what their pet peeves are, and ask what things would send things sideways. Ask what their expectations are. The very act of making an effort to find this stuff out will help set the entire experience up for success. It will give your team lead comfort and confidence in you and if something does go wrong, they’ll also likely be more forgiving.

    Sometimes it’s big things and sometimes it’s little stupid things. I had one repeat client that was a lawyer and he was really serious, so I always kept my communication with him serious. I mirrored back to him how he was to me. I remember being so uncomfortable having one of my team members communicate directly with him because she tended to use a lot of exclamation points in her emails and texts. I should have just told her to not do that, but I felt bad so instead, I took over and managed all of the communication with him. That ended up creating so much more unnecessary work for me.

    As a team leader, it was ultimately my responsibility to set those expectations, so I take ownership of getting in my own way. But oh my lord I would have been so impressed and relieved if she had booked a meeting with me at the beginning of working with him and asked how I’d like her to manage things. So much goodwill, so much comfort, and so much appreciation. If you do that every time you get a lead, I guarantee you you’ll get more leads.

    Now if you find yourself in situations where your team lead seems to take over, there’s likely a reason why they’re doing that. Yes, they probably are a control freak fine, but take it as a sign that there’s something they’re not comfortable about and then be proactive and try to fix it. Don’t take it personally. They got to where they are for a reason and you can probably learn something from how they do things and absorb some really important skills IF you can see past what can feel like criticism.

    Alright the last thing I’ll say about leads from the team member’s perspective, is this. Don’t try to convince yourself that because you did the work with a lead you were given, that they’re yours to keep if you leave. Your team lead may be ok with that but never make that assumption. The lead always belongs to whoever generated the lead, even if they only paid for it through advertising and you were the one who nurtured them into a sale. It wasn’t your lead, to begin with, and you have compensated already for the work that you did with them. Unless you have a prior agreement, if you want to keep a lead, you need to have generated the lead. You might not agree with me now, but trust me when you get to the other side, you’ll understand.

    Now as I said earlier, I’m going to play both sides. If someone on your team brings in a lead, it should be their lead to keep, even if it happened under your watch. Whoever generated the lead, owns the lead and as I said earlier, you should be encouraging your team members to generate their own leads. When you don’t do this, you inadvertently create a culture where your team members become reliant on you for leads and that sets up a circular cycle where you’re constantly having to lead gen yourself to feed your team. The more you feed them, the more they depend on you. When business slows down and it always does, all of a sudden you have all these mouths to feed and sometimes there’s not enough left over for yourself.

    As a team lead, you’ve got to remember that the better your team does, the better you’ll do, so motivate and reward the right behaviours. I always said to agents on my team that they needed to bake their own cake, but that I’d add the icing for them with leads. No cake, no icing. In the beginning, I expected to see the effort being made to get the ingredients and put them together, but they just needed to make a cupcake instead of a whole cake and I’d give them icing. So give your team members icing for their cakes, but teach them how to bake their own and reward them when they do.


    Alright moving along to the next element that needs to be clearly outlined and that is compensation. Some teams pay team members fixed salaries, some do commission splits and some do a combination of both. I’m not going to get into what to expect in terms of fixed salaries because that is going to be different everywhere depending on the average sale price, cost of living, etc.

    When it comes to commission splits, however, it’s usually based on the source of the lead, or at least in my opinion it should be based on the source of the lead. When you are given a lead, it normally ranges between 40-60%. Meaning you as a team member would get to keep between 40 and 60% of the commission. If you are getting to keep less than 40%, I certainly hope that is being offset by a lot of additional support. Meaning the team lead is paying for marketing, advertising, systems, and administrative support and that your small portion of the split is purely profit. While this type of arrangement will get you to experience in real estate in the short term, it’s not ideal in the long term, and if you do decide to go out on your own, expect a big learning curve.

    Now, what about situations where you bring in your own lead? What’s the commission split for that? Again there are going to be lots of variables at play here, but in my opinion, there should be a much higher commission split. Somewhere between 80-100% depending on what the team’s expenses are and what they cover.

    Whether you’re a team member or a team lead, always strive for a win-win situation, where both parties are benefitting from the relationship. As soon as the benefits become lopsided in favour of one side or the other, that’s when resentment starts building and problems occur. The longer you can keep things a win-win, the longer people will stay and the less turnover you’ll have which can be very time-consuming and costly.

    So try to get into the habit of always putting yourself in the other person’s shoes. Don’t be biased and only see what supports your narrative and conveniently confirms what you want to believe. So as a team member, don’t just see your hard-earned commission dollars being pocketed by the team lead and fail to see that in exchange, the team lead holds all the risk and is liable for all the expenses. If you’re the team lead, don’t just see that you’re providing leads and allowing a team member to earn a living and fail to see that on average they’re making close to minimum wage and you’re expecting them to be at your beck and call 24 hours a day, 7 days a week.

    The best relationships are the ones where both parties benefit equally over time and where risk is mitigated by the upside. But in order to truly see those benefits and risks, you’ve got to remove your biased lens and put yourself in the other person’s shoes to see how the situation feels from that vantage point.


    Up next on the list is the support bucket and this includes everything that falls under the umbrella of training, coaching, marketing, advertising, systems, and administrative support that the team provides. Most of that stuff is pretty self-explanatory, but I do want to dive into the coaching and training stuff because it’s a serious bone of contention with a lot of team members that I work with.

    Let’s talk about training first. If you’re looking to join a team, you need to have a very clear understanding of the approach that the team takes and what the expectations are going to be of you, in terms of lead generation. I can’t tell you how many agents contact me for coaching because they joined a team that takes an approach that doesn’t align with how they want to grow their business. They are expected to cold call and door knock and make 100 calls a day to their sphere and they don’t want to. But they don’t know what to do instead or their team lead doesn’t support them taking a different approach. In those situations, it is just a matter of time before the team member will leave and that’s a waste of time for everyone. So all of you need to save yourselves the heartache and be upfront about the approach that the team takes, what’s expected, and whether or not that’s going to work. The same thing goes for coaching. I’ve had a lot of people secretly hire me, even though their team has a paid coach that works with them for free. If they are leaving their coaching sessions feeling discouraged, broken down, and battered, it’s not working. As a team lead, you’re wasting so much money and creating unnecessary turnover when you hire a coach that doesn’t align with how your team members want to be coached. If you’re hell-bent on only doing it the way you’ve always done it that’s fine, but make sure you are crystal clear about this during your hiring process so that there are no surprises.


    Up next is culture. As a team lead, whatever culture you have, you created. Whether it was done with intention or by accident, you created it. I encourage all team leads to obviously be more intentional about the type of culture you want to create and for team members, do your due diligence, and find out what a team’s culture is like before you join. To be more intentional means thinking through what type of culture you want and what your expectations and boundaries are. Who do you want to attract and what’s important to you? Make sure you communicate all of it in the hiring process so that people understand what’s acceptable and what’s not. Remember you set the tone.

    Also, it’s important to be really mindful of how different people are motivated and discouraged by things. If half of your team is motivated by having a leaderboard that shows where everyone ranks in terms of sales, but the other half is completely discouraged by it, it’s probably not the right approach….even if it’s something that motivates you.

    The use of titles on teams is another one that’s very controversial. When you give titles to people, it may make them feel good, but if it makes the other 99% feel bad, is it worth it? Like let’s get over ourselves, we’re not on a reality tv show folks. Unless you’re in an administrative role, there’s no legitimate purpose to having internal titles other than feeding egos. Now that’s just my opinion based on what I’ve been told and maybe your team loves them….but I’d recommend you take an anonymous poll and check.

    Before we leave this topic, regardless of what culture the team you’re on has, take the high road and be an adult about it. If your team lead is bothering you, talk to them about it. Don’t act like a teenager and bitch about it behind their back to other team members. If you’ve tried talking to them about it and nothing ever changes, well you’ve got two choices. Live with it or leave. No one is forcing you to stay.

    Having said that, I have had some clients I work with who were manipulated so badly on their team, it borders on abuse. The culture was so toxic and unhealthy, but they were trapped and felt like they didn’t have an option but to stay. If that is a situation you are in, it’s important to get outside support. It’s never going to be only sunshine and roses on any team, but there is a line where it’s time to go.


    Last but not least, it’s not a matter of if but only a matter of when someone will leave a team. Because of that, an exit strategy needs to be clearly outlined and understood by both parties before they even start.

    If you do want to go out on your own one day, you need an exit strategy from the beginning and that means you have to always be building your own business, which means you need to join a team that allows you the freedom to do that. Many teams are structured in a way that you’ll be building the team lead’s business and you won’t have the autonomy to build your own business on the side. It’s very easy to become trapped in these situations, where it feels like you don’t have a choice to leave because you need the leads because haven’t built a brand name for yourself or a database or a pipeline of clients. If you left, you’d essentially be starting from scratch and that can be really scary if not impossible for some people.

    For that reason, in these situations, it’s really important that you get clear on what kind of autonomy you will have. Will you be able to keep your own CRM? Will you be able to have your own website? Can you create your own content? Can you run your own ads? A lot of team leads can feel threatened by this autonomy, but there are ways to structure things that can make it work.

    Until you’ve been in a team lead position, you have no idea how hard it is to balance everything and everyone. It’s impossible to make everyone happy all the time. When you’re running a business, you have to make decisions that are unpopular sometimes. You have to have difficult conversations with people and those conversations can make people unhappy. It’s just the nature of business and team leads need to accept that and be ok with being unpopular sometimes. You’re not going to be able to keep everyone happy and sometimes people will leave because of that. Sometimes it’s a good thing that they leave because they can be creating drama that brings the whole team down.

    Then there are the times when people will leave because you’ve done such an amazing job teaching them and they’re ready to fly on their own. Take those situations as a compliment, even though it may not feel like that at the moment when they tell you they’re leaving.

    In closing, I want you to remember this…when it comes to teams, you can’t grow without one.

    That applies both to agents getting started in this business and it applies to agents looking to scale their business. You can’t grow without the support of other people. That support can come in many different packages and doesn’t have to mean in the sense of a traditional real estate team. But it does mean having people around you for support, accountability, and community. So when it comes to teams, you can’t grow without one.

    The sooner you accept that the sooner you’ll start growing.

    Until next time….

  • 7 Tips to Stay Motivated & Move Forward…Even When It Feels Like Nothing is Working

    EPISODE 60

    7 Strategies to Stay Motivated & Move Forward…Even When It Feels Like Nothing's Working

    If you’re looking for the secret to success in building a real estate business, it boils down to one simple skill and that is learning how to stay motivated and keep taking consistent action…even when it feels like it’s not working.

    If you can find strategies to kick start your motivation, so that you keep moving forward when everyone else starts getting distracted and procrastinating, that is how you’ll get where you want to go and others won’t.

    In this episode, you’ll learn the 7 strategies I recommend to get yourself back on track when you start wondering off, so that you can finally get the results you deserve.

    Listen Now:

    Episode Transcript:

    Hello hello hello. You’re listening to episode number 60 of the Women Rocking Real Estate podcast and this is the first episode of Season 4. Before I dive into today’s episode, I just quickly want to let you know that doors are now open to my Attract Accelerator bootcamp. If you’re looking to build a business that you love by attracting clients instead of hunting for them, in this 90 day coaching program you’ll learn a proven 3-step process for generating more business from your sphere of influence, earning more referrals and getting found by new buyers and sellers searching for a realtor online….all without using any outdated tactics like door knocking, cold calling or harassing your friends and family for business. Doors won’t open again until next year, so check out the link in the notes if you’re interested.

    Ok I cannot believe it has been 3 years since I decided to pivot my real estate career and start this show. In the beginning, it was just me and a microphone. No one knew who I was and no one was listening expect my husband and a few good friends. Not even my parents tuned in. But fast forward 3 years and I’ve had almost 300,000 downloads.

    I’ve said this before on the show, that it takes me a LONG time to put together an episode. I really think about what I want to say and it takes a lot of time to craft them, record them, edit them and produce them. In that first year, it felt like I was just pissing hours away pouring my heart and soul into these episodes that no one was listening to or cared about. I wanted to quit so many times. It just did not feel like it was worth the effort and it felt like it was taking forever to get any traction.

    James Clear describes this phenomenon perfectly in his book Atomic Habits. He says:
    “We often expect progress to be linear. At the very least we hope it will come quickly. In reality the results of our efforts are often delayed. It’s not until months or even years later that we realize the true value of the previous work we have done. This can result in a valley of disappointment where people feel discouraged after putting in months of hard work without experiencing any results. However this work was not wasted. It is simply being stored and it is compounding. It is not until much later that the full value of previous efforts is revealed.”

    So even though it felt like it wasn’t working….I had experienced similar situations before where I’d wanted to quit but stuck with it anyway, only to see the massive payoff in the future. I relied on that faith in the first year to keep moving me forward. And thank God I did keep taking action, because I wouldn’t be where I am today had I not.

    And let me be clear….I am not special or unique at all. There are thousands of agents out there that have more experience than I do and did better in real estate than I did. They are all probably much better equipped to host a podcast about building a real estate business than I am. The only difference is they’re not willing to do the work and stick with it and I was.

    Now I’m not suggesting there are no other good real estate shows out there, there’s lots. But we’re talking less than a hundred shows hosted by agents compared to the millions of licensed real estate agents out there. Lots of agents could produce great podcasts, but the vast majority just wouldn’t be willing to do the work, for as long as it takes, to get on the charts.

    And that reality also holds true for many agents trying to build real estate businesses. The vast majority will not be able to stay
    motivated long enough to make it.

    When it comes to real estate, the work that you do, is always to build your future business. The actions that we take rarely result in immediate business. There’s a delay between the action and the result and therefore it can often be really hard to even see how they’re connected. It feels like we doing all these things and nothing is happening.

    In the beginning of starting anything new, you’ll have motivation & excitement driving you forward. But it is not a matter of IF, it is only a matter of WHEN you’re going to hit a point of resistance. It happens in different ways for different people. You start getting overwhelmed, you start getting frustrated or you start feeling discouraged and then you start to have doubt creeping in because it feels like it’s not working and so you find yourself getting distracted by other things, your perfectionism starts getting the better of you and you find yourself procrastinating and before you know it you’ve stopped doing whatever it was you were trying to do, to grow your business.

    So that is what today’s episode is all about. If you can crack the code on staying motivated and pushing forward…

    even when…You have self-doubt

    Even when you’re uncomfortable

    Even when you’re overwhelmed

    Even when you feel like it’s not working

    Even when you feel like it’s taking too long

    Even when you feel like it’s too hard

    Even when you want to give up

    When you can trust that the work you’re doing today, is going to pay off tomorrow….even when you can’t see it yet, that is the best skillset you could ever build. So in this episode, I want to arm you with 7 tips to help you stay motivated continue to take consistent action, even when it feels it’s not working.

    1. Cut out the noise.

    My first tip for helping you stay motivated, especially through tough times, is to cut out the noise. If there are external factors that influence how you feel in a negative way, you need to shield yourself from those forces.

    If it’s the constant negative news and doom and gloom about the market & the economy, stop watching, stop reading and stop listening to the news. Now I’m not saying you shield yourself from it entirely to the point of having no clue about what’s happening, but I am saying you only really need an update a couple times a month and the reality is that you should be able to get your own update from market reports that you run yourself, not from what you hear on the news. The news it is often skewed for headlines and is not always an entirely accurate picture of what’s actually happening in the market.

    What you definitely don’t need, is to watch the nightly news and consume every news article you come across during the day. That is inundating you with unnecessary negativity and it can put more than just a damper on your motivation.

    Similarly, if scrolling through social media puts you in a funk, either stop scrolling or stop following whoever’s putting you in the funk. I had posted about this on social media awhile ago and someone commented that they liked following other successful agents because it motivated them…well that’s great, but this doesn’t apply to you then. This tip is for those that feel down when they scroll through social media and see posts from other realtors. If something doesn’t make you feel down, it’s not a problem. If it does make you feel down, it is a problem and you’ve got to protect yourself against it, so that it doesn’t derail your motivation to keep taking action and moving your business forward.

    So just pay close attention to the noise around you and if something is affecting you negatively, it’s time to put some boundaries up, so that you can feel more positive, more often.

    2. Detach from end results.

    Next up, tip # 2 is to detach from expectations of end results. This can be easier said than done, but nothing puts a bigger damper on our motivation to continue, than when we don’t get the end result we were expecting or hoping for or when we don’t get it within the timeframe we wanted.

    If we only feel motivated to continue taking action when we see the end results of our action, we’ll almost always lose steam before we get there. We’ve got to find motivation outside of the end result or outcome, otherwise we’ll end up in that Valley of Disappointment and give up before that end result comes.

    So anytime you’re undertaking a new strategy, pay close attention to your expectations of results and timeframes. Get real with yourself about what the end-result you’re expecting is and then challenge yourself if you’re setting yourself up to fail.

    I’ll use the example of my Attract Method that I teach inside the Attract Accelerator. This very podcast uses the same strategy. I create what I hope is valuable content that helps you the listener. I demonstrate my authority in real estate by sharing free helpful information and over time you get to know me and trust me. If you’re ever considering coaching or learning more about how to start, grow and scale your business, you’ll hopefully include me on your list as someone you’d at least consider working with.

    This podcast is how 90% of people who work with me, found me. I’ve never reached out to a single real estate agent asking if they need a coach. Not once. I’ve never reached out to a single agent asking if they’ve thought about joining eXp, not once. I don’t pursue, I attract and it’s exactly how I built my real estate business and how I teach others to as well.

    But here’s where detaching from results comes into play. If I started this podcast and decided that the end-result I was looking for was new coaching clients and if I’d had an expectation (consciously or unconsciously) that I should hit 100,000 downloads by the end of my first year, I can guarantee you I’d have quit when I had less than 20,000.

    Instead of judging success based on the end-result of getting 100,000 downloads or getting clients, I judged it based on short-term indicators.

    Those success indicators were:

    • It was growing – not at any exponential pace by a long shot, but it was growing albeit slowly.
    • it was having an impact. No I didn’t hear from 100s of agents every day, but I did hear from occasional people that I didn’t know, that they were listening and that it was helping them.
    • my other platforms were growing too. I was getting more website visitors, my email list was growing and my social media following was growing.

    Those three metrics alone told me what I needed to know to stay motivated to continue. Even though I hadn’t seen the end result I wanted, I knew I was headed in the right direction and if I continued consistently, that my efforts were going to compound over time. And compound they did. If you were to look at the growth on a chart – OMG it was so slow in the beginning and by beginning, I mean for an entire year. But then the pace started picking up and then it was exponential.

    My attract method follows the same strategy, but using mostly video content instead of a podcast. It’s really important that members begin the program with an understanding of what end results they’re expecting. For most agents, that end-result is getting more clients.

    Although there’s loads of agents who actually get leads and clients pretty quickly, I don’t want anyone EXPECTING that, because their motivation to continue will end up depending on it. The only way anyone can stick with a long-term strategy, it to detach from the end result of getting more clients and focus on leading indicators instead. Indicators like impressions, video views, website visitors, social growth, email list growth, people commenting on your content and asking questions, etc.

    All of those metrics come before the clients do. So those who are able to detach from only getting the end result of new clients and focus instead on all the other leading indicators, are the ones who stay motivated to continue with the strategy through the valley of disappointment long enough for the real magic to happen where their efforts compound over time and the growth is exponential.

    3. Focus on evergreen marketing activities.

    Moving along, another tip to stay motivated with your marketing activities when it feels like they’re not working, is to focus on activities that are evergreen in nature. Meaning they continue to work for you in perpetuity or in theory, forever.

    When we spend hours doing something that has a short shelf life, it is very hard to keep putting forth the effort because it feels like the effort is wasted if it doesn’t work. On the other hand, when we spend hours doing something that will continue to work for you after you’ve put it out there, we’re not as fixated on the immediate results. Because we know the effort wasn’t wasted.

    So if you spent 8 hours door knocking and no one answered any doors, that 8 hours is gone and your effort is never going to amount to any business. You’d have to keep going out and knocking on more doors to get leads. Same thing with cold calling. Those types of marketing activities are called hamster wheel marketing, because you’ve got to keep doing the work and putting in the effort to generate any future business from it.

    Creating content on social media platforms instead of search-based platforms, is also considered hamster wheel marketing because the shelf life of the content is short lived. The effort you put into creating it, won’t keep working for you. Whereas when you create content on search-based platforms like Google and YouTube, that content gets searched for and found for years to come. You create it once and it works for you forever. So let’s say you create a YouTube video and an associated blog for your website. Although you put a lot of effort into creating that content, if you don’t get any immediate results from it, you’re not as discouraged because you know someone searching for it could still find it a year from now.

    I’ll use my podcast as an example again. Even though no one was listening in the beginning 3 years ago, those early episodes still get played all the time by new listeners who find the show. All the effort I put in over the last 3 years is continuing to work for me.

    So for every marketing activity you do for your business, ask yourself is it evergreen or is it hamster wheel? Spend more of your time doing evergreen activities and you’ll be more likely to stay motivated doing them consistently.

    4. Have a plan, stick with the plan.

    Up next, one of the biggest kill joys of motivation, is overwhelm and one of the fastest routes to overwhelm, is lack of focus. When there are too many options available for us, we get overwhelmed by the choices, shut down and do nothing instead. It’s that analysis paralysis thing. To combat this, we need to have a plan, but more importantly, we need to stick with the plan. As soon as you start getting distracted by all the shiny objects around you, remind yourself that chasing those ideas is actually getting in the way, of you getting the results you want.

    There are lots of different ways of getting to the same place. Picture it like a flywheel where there are 8 different spokes each representing a different strategy and they all lead to the centre, which is the results you want. So you pick one of the strategies and start driving along that spoke, only to decide when you’re halfway there, that you’re going to go a different way instead. So you go back to the beginning of another spoke and start that strategy instead, only to see another agent going down a different path so you decide to switch again and start at the beginning of another spoke.

    You’re never going to get to the centre where the results are using that method. Pick a strategy and stick with it until you get the results you want. Put blinders on and don’t allow yourself to get distracted by the shiny objects all around you.

    Once you’ve picked a plan, to help you stay motivated executing it, create a motivation manifesto.

    5. Create a Motivation Manifesto.

    This starts with creating a list of all the things that fuel your motivation and intentionally surrounding yourself with those things. As soon as you start noticing your motivation dipping, look at your motivation manifesto and start implementing it in your life. Don’t wait, take action immediately.

    Some of the more popular motivation fuelers are:

    • People – surround yourself with positive people who have purpose and who see anything as possible. These people focus on finding solutions instead of problems. They are doers and not complainers. They are accountable for their own results, instead of blaming others for their lack of them. They will lift you up, support and encourage you, instead of tearing you down.
    • Get accountable. Most people are much more likely to take action when they are accountable to someone other than themselves. That’s why we don’t have any issues doing the work needed for clients. We don’t have to feel motivated to get a house on the market, because we are intrinsically
      motivated to do it. When you can find someone outside yourself that you’re accountable to, you’re more likely to take action even when you’re not as motivated as you’d ideally like to feel.
    • Create a library of books & podcasts that you want to read or listen to. Whenever I’m feeling in a slump, just listening to someone else’s ideas or ways of thinking about things or doing things, inspires me to take action.
    • Another way to kick start your motivation if you’ve been taking longer than needed breaks from taking action in your business, is to Purchase training or coaching programs. When we invest in something, we’ve got skin in the game and we’re much more likely to see it through. However if you’re someone that has a digital shelf full of dusty courses and programs that you never finished, be careful of taking self-paced programs with lifetime access. They usually have the benefit of being more affordable, however when left to your own devices, most people can’t sustain the motivation needed to get through the program and implement what you’ve learned. That’s why I structured my Attract Accelerator the way I did. Everything about it was designed with purpose. It’s cohort based so you’re not alone and everyone is learning and implementing the lessons together. There’s accountability pods, there’s deadlines and there’s feedback on your work. All of the things that help people actually implement what they’re learning so they can actually get the results they’re looking for.
    • When you’re lacking motivation, you can also try using brain-based techniques. I teach a specific tool called brain priming that has been a complete life-changer for those that do it, but you can also try meditating, visualization exercises and affirmations. The key for these to work is to do them in the mornings to kick your day off in the right motivational direction and to do them consistently.
    • Lastly, when all else fails and you’re feeling in a motivational funk, use the Do something principle found by Mark Manson, the author of the book The Subtle Art of Not Giving a Beep. The premise is this….”Don’t just sit there. Do something. The answers will follow.” Action isn’t just the effect of motivation; it’s also the cause of it. Boom mic drop! Most of us commit to action only if we feel a certain level of motivation. And we feel motivation only when we feel enough emotional inspiration. We assume these happen in order Inspiration > motivation > action. The thing about motivation is that it’s not only a 3-part chain, but an endless loop. Your actions create inspiration which leads to motivation. So if you lack the motivation to do something, just do something. Anything really. Just take a small simple action that you already know how to do and that action will likely spark some inspiration and then your motivation will follow.

    6. Focus on your feelings, re-frame your thoughts.

    Up next, tip #6 when you’re finding your motivation flailing, is to focus on your feelings and figure out what thoughts are making you feel that way. Remember that you’ll always notice your feelings first. You’ll feel a pit in your stomach, or a heaviness, or you’ll notice your heart is beating faster than normal or your breath is shallow. Whenever you notice negative feelings, pay attention to what thoughts you were having. The time between a thought and the resulting emotion or feeling is a nano second, so we often don’t recognize the thought and miss it all together.

    Learning how to bring this awareness to your feelings and thoughts takes practice, but it’s a skill worth building. Because we are not powerless to our thoughts. We can choose to think whatever the heck we want. So if you find yourself thinking things that make you feel like crap, choose different thoughts that will serve you better. Don’t just get stuck in your feelings and be victim to them, realize there are always thoughts that precede your feelings and choose to reframe those thoughts into something that is going to help you move forward.

    A fan favourite self-sabotaging behaviour is comparing yourself to others and losing motivation pretty rapidly when you do. Just stop. Seriously nothing good ever comes from comparison, it truly is the thief of joy. The problem is that when we let it happen unchecked, it becomes a habit and that habit can turn into pain seeking where you start unconsciously looking for opportunities to compare yourself to others and get stuck in the negative feelings.

    It’s a vicious cycle that needs to be stopped, so every time you catch yourself comparing yourself to anyone, try using some grounding techniques to distract yourself. If you’ve never tried grounding, google the term and you’ll find hundreds of different ways to try it.

    7. Remember this too shall pass.

    Last but not least, always remember that this too shall pass. If there is a situation or external influence that is causing your lack of motivation, remember that it will pass. This business is seasonal and cyclical and it’s normal for there to be ups and downs. Normalize that and remember it will pass.

    When something goes wrong with a client or a deal (which it will) it will pass. As awful as it can feel in the moment, it won’t always feel this way. Take deep breaths, fix what you can, learn from it, grow from it and move on.

    When you are in a fear-based mindset, be careful about the decisions that you make, because all decisions it can still feel like a big decision.

    That’s your brain’s job. It’s designed to keep you safe & familiar.

    It’s programmed to keep you exactly where you are.

    …and if you’re happy with where you are, it’s doing it’s job!

    The problem, is that sometimes our brains get in the way of what’s actually good for us. In trying to keep us safe & familiar, it ends up keeping us stagnant and stuck.

    The key is learning how to figure out when things are actually a big decision, versus when things just feel like they are.

    By all means, you should pause & hesitate when things really are a big decision, but how can you tell the difference?

    When it comes to spending money or time on something, I always ask myself the following 3 questions:

    1. Is investing this money / time going to materially affect my life (in a negative way) a year from now?
    2. What will I have to give up to invest this money / time and is it worth it?
    3. What do I stand to GAIN by investing this time / money and is it more than the investment? How much more?

    Usually the answers to those questions help me get out of my primitive, fear-based brain and into my more rational, logic-based brain where I make better decisions.

    Alright just to summarize where we are. The key to success building any business (and real estate is no exception) is to be the one who’s willing to do the work…even when you don’t feel like it. If you can find ways to kick start your motivation, so that you take consistent action when everyone else is busy getting distracted and procrastinating, that is how you’ll get where you want to go and others won’t. The 7 strategies you can use to get yourself back on track when you start wondering off:

    1. Cut out the noise.
    2. Detach from end results.
    3. Focus on evergreen marketing activities.
    4. Have a plan, work the plan & stick with the plan.
    5. Create a Motivation Manifesto.
    6. Focus on your feelings & re-frame your thoughts.
    7. Remember this too shall pass.

    That’s it for today, if you’re enjoying the show I’d be so grateful if you left me a review on Apple Podcasts and make sure you’re subscribed to the show so that you don’t miss any episodes.

    Remember the more you learn, the more you’ll earn….but only if you’re implementing what you learn.

    Until next time

  • Time Management Tool & Tips For Realtors – PART 2

    EPISODE 54

    Time Management Tool & Tips for Realtors - PART 2

    Part 2 all about THE MOST common road block that keeps women from getting the results they desire…TIME 

    Last episode we laid the foundation for understanding:

    • your relationship with time
    • your own unique time budget and how to create one for yourself
    • how to allocate your valuable time resource for client-centered activities to avoid getting caught up in the “stop-drop-on-call” reactive activities

    So if you haven’t listened to part 1 of this episode, make sure you go back and listen to that one first, as it sets the foundation for getting your time management under control.

    Here’s what you’ll learn this month in Part 2:

    • How you can be more productive and in charge of your time when dealing with client centered to-do’s. 
    • How to find opportunities to automate, delegate or even eliminate activities entirely, so that you can streamline your daily processes for time optimization.  
    • How to rewire your habit-brain for practicing better focus, purpose, organization and structure. 
    • How all you need is 25 minutes a day

    I really unpack a whole lot of HOW TO’s in this one, so make sure to tune in.

    Get The Time Management Tool

    Ready to overhaul your time management once and for all? Get the tool below.

    Episode Transcript:

    Well hey there and welcome to the Women Rocking Real Estate podcast. For those of you who are new here, my name is Jen Percival and this show is all about how to build a thriving and consistent real estate business in a way that isn’t salesy. I’ve been in the business since 2008 and ran my own real estate brokerage for 5 years. I was able to build a business that I loved in way that I loved and I share all of the ways I was able to do that in the hopes that you can finally feel excited and inspired to build a business in a way you’re comfortable with too.

    This episode is Part 2 of a 2-part series all about time management and this topic deserves two episodes because if you can’t get your time management under control, you will never and I repeat never, build the consistent business you desire OR you’ll never have a life outside of your business. So if you haven’t listened to part one of this episode, make sure you go back and listen to that one first, as it sets the foundation for getting your time management under control.

    Alright before we jump into today’s episode, I always need to make time to thank those of you that left me 5 star reviews on apple podcasts. So thank you to Maja, Lexi, Desiree, HillSchill, Boise Idaho Girl, love drawsoemthing, schmeidlersells, emarroquinerealtor, hummbajarose and Stephanie. Wow I butchered some of those, but thank you to each and every one of you.

    Alright jumping into today’s episode, for those of you that did listen to Part 1 of this, just as a refresher….

    No matter how badly you want it, your relationship with time is not going to miraculously change on it’s own. Anything that you decide to implement in your business is going to take an investment of your time or your money. When you are making decisions about how to invest your time, it requires the same planning and budgeting and compromising as you have to do when you’re deciding how to spend your money. The problem is that we treat time like it’s infinite, like we can just make more of it if needed. We commit to things, we say yes to things, we add things, we spend time on things, without acknowledging that we don’t have time for them. We can’t just create new time for things.

    So that is the first step in getting your time management under control. You’ve got to know what your time budget is. So step number one is know your time budget. How much time have you got to work with. After your personal commitments are accounted for, what’s left? How many hours do you have left for work? Whatever that number is, allocate 70% of those hours to client-centred activities. The hours you have left after that are what you’ve got to work with.

    That’s your time budget. That’s how many hours you have per week to focus on your business. So how are you going to spend that time? Once you see the true picture of what you’ve got to work with, you will likely quickly see that if you’re not super focused, strategic and self-disciplined with that time, you will continually find yourself time broke and in time debt.

    This is an exercise that I highly recommend everyone does. It will be eye opening for you and allow you to re-frame your relationship with time and be more realistic with your time moving forward. To help with this, I created a free digital tool that you can use and it comes with a training video on how to use it for your personal situation.

    So the bottom line, is that you need to know your time budget BEFORE you can ever decide what you spend time on. If you did this exercise and discovered that you actually only have 1 hour a day to work on your business, wouldn’t that change what you spend that one hour on? If you looked at your Instagram insights and discovered that you were spending an hour every day on the platform, would you decide that THAT activity is the best use of your time, given you will have no other time available to do anything else? If so, you are deciding that scrolling through instagram is going to help you grow your business more than any other activity would and we can all admit that is not true.

    So step number 1 is to decide WHAT time you’ve got to work with.

    Step number 2 is to decide HOW you’re going to spend that time.

    Once you know what you’ve time got to work with, you then need to decide what are the most important activities you could do with that time. If you only had 1 hour a day to work on your business, what is the most important thing you’d need to do?

    Depending on where you’re at in your business, that activity will fall into one of two categories: if you’re new or don’t have a consistent business, you need to spend that hour on client-attraction activities and that means activities that are most closely tied to generating leads. Remember I said Closely tied, not loosely tied. So your first step is to look at what all of those activities could be. Brainstorm all of the ways you can generate leads and then rank them from most closely tied to getting results to most loosely tied. Then look at the list and cross of ones you’re not willing to do. For a lot of you that will mean crossing off door knocking or cold calling or calling your friends and family every day bugging them, but what’s left on your list and how high up is it on the list? You’ve got to prioritize your available time doing that activity.

    Now if you’re an established agent and your time issue is not related to having enough business, but is related to not having enough life outside of business, then the most important activities you need to focus on are business scaling. Your number one priority would need to be focusing on activities that leverage people, systems and processes so that you can free up more time.

    So every one of you listening will fall into one of those two camps, what do you need to focus on more:

    Client attraction activities or business scaling activities? Now that you know that, what are the specific activities that you need to prioritize during the time you’ve got available each week? The less time you have available, the more focused you need to be on spending that time on activities that will either a) generate leads or b) free up time.

    Once you’ve figured that out, you will realize that you can’t start anything new, without understanding how much time it’s going to take and whether you have that time already available. If you don’t, you either have to say no to it or you have to say no to something else on your list. You can’t squeeze it in.

    When we try to just squeeze more things in, without taking stuff out – that’s how we get into time debt. Getting better at managing your time, starts with treating your time like the finite currency that it is. It’s not like money, you can’t go make more of it. You’ve got 24 hours in a day and you need to decide and plan for how you’re going to spend it. That’s the foundational mindset that you need to start with to overhaul your relationship with time.

    Once we’ve figured out how much time we actually have available and how we need to spend that time, the next area we often get tripped up on is making it happen.

    So the rest of this episode is going to switch gears and focus on how you can be more organized with the time you have and and stay more focused and productive during that time. I actually want to divide this into sections and that is being more productive working IN your business and also ON your business.

    When I talk about being more productive IN your business, this is referring to all of the time you spend on client-centred activities. If you remember, I recommend you allocate 70% of your time to things directly related to buying and selling real estate. 70% is a good chunk of time, so if we could be more efficient in how we do things, guess what? You can potentially free up more time for yourself or free up more time for client attraction activities.

    So how can you be more productive with your time when dealing with client related things?

    Resist being what I call a pop-tart agent. Now again, before you think I’m being judgy, I absolutely was a pop-tart agent and prided myself on it. For those that don’t know the term, it basically means dropping everything you’re doing and re-arranging all of your plans whenever a client demands anything from you – taking them on a showing at the last minute, running comps and looking up sale prices, running to turn the lights on at a listing because the client forgot. When you are new, it is very tempting and often needed to be at your client’s beck and call the second anyone asks. People love responsive and available agents and being this way can often set you apart. But and this is a big but, as soon as you start getting busy, it is not a sustainable strategy. The problem is two-fold, you will have made a habit out of it AND you will have trained your clients to expect it.

    Let me just unpack both of those issues briefly. Problem number 1 – you’ve made a habit out of it. Be very careful not to underestimate the implication of this. When you are continually putting everyone else’s needs first and dropping what you’re doing or rearranging all of your plans to meet someone else’s need, you are inadvertently creating a neural network in your brain that you and your time are not as important as everyone else’s. That translates very quickly into an unconscious belief in your brain, that you are not as worthy and when you have an unconscious belief that you’re not worthy, that starts dictating up to 90% of the decisions that you make and the actions that you take. Not good! So making a habit out of dropping everything for other people is a slippery slope and you want to be careful about doing that unintentionally.

    The second problem with being a pop-tart agent, is that you train your clients to expect it and because they expect it and are used to it, they will really notice when you’re not responsive or available and can become irritated by that. It’s obviously very important that clients have the perception that you’re responsive and available, but there is a way to give people that perception, without your life revolving around your client’s every waking need and without dropping everything you’re doing or have planned.

    If you make it a priority to respond to clients within an hour, most people will view that as being highly responsive. You don’t NEED to respond in 5 minutes, which means you can focus on other things and only check your phone once an hour. The problem, is that most of us are incessant about checking our phones and it interrupts what we were doing and often sends us in a totally different direction down some rabbit hole that could have waited. And had we waited, we could have completed whatever task we were focused on before we got distracted.

    Depending on your personality type, you may also be the type that views everything as urgent and must-do right now vs. The reality that it probably isn’t an emergency and doesn’t need to be addressed immediately. There are very few things that can’t wait, but that doesn’t mean you don’t respond at all, it means you respond within an hour to let them know you got their message and set expectations of when you’ll get them what they need. A client texted me asking if there was a survey when they purchased the house. I responded within the hour and said “I’m just on the road and will be back at my office at 12pm and will check right away.” Who is going to have a problem with that….if it’s not an emergency, which that clearly wasn’t. That would still be perceived as being responsive AND it allows you to finish focusing on what you were doing, before task switching.

    I’ve talked about this on past podcasts I’m pretty sure, but I also gave clients a link to book appointments in my calendar instead of texting or calling me and trying to coordinate a time. It allowed them to book a time that was convenient for them, according to MY calendar. Now I always made sure there were ample options available and I also let them know how the process worked in my onboarding process. They knew that if it was urgent and they couldn’t find time that worked in my calendar to contact me directly to coordinate. But that was the exception, not the rule.

    I used Calendly to manage this and it worked out beautifully for them and for me.

    What are some other ways you can be more productive working IN your business? Take some time and look at all of the client-centred activities you do that take up time and look for opportunities to automate, delegate or eliminate each. Are there templates that you can create to automate creation of your marketing materials? Is there an in-house service in your brokerage for transaction and paperwork management? Are you answering the same questions from clients over and over again that you could turn into a video that is released in a drip campaign? Are there checklists or project management tools that you could implement so that you’re not so disorganized and forgetting important things? Could you create an intake form that new sellers fill out online about their property vs. Spending 2 hours driving there to meet in person to gather the information?

    When I used to do open houses every Saturday and Sunday it felt like they took up my whole day and putting out and picking up the stupid open house signs was the bane of my existence. The second I found a company I could pay to do that and also put my for sale signs up, was the best money I ever spent.

    My point here is don’t just do things on autopilot the way you’ve always done them and assume that’s the only way to do it. Look for opportunities to automate, delegate or eliminate everything you can.

    Ok so that sort of sums up some strategies you can implement to be more productive when working IN your business, but the biggest problem most agents I work with have….is being productive working ON their business. This category of work activities always seems to take a back seat and it’s unfortunate because it’s these activities that grow your future business. If you’re only working in your business, eventually there won’t be a business to work on.

    My foundations of success program is built on the premise that we become what we practice. If we practice disorganization, we become disorganized. If we practice distraction and task switching, we become more easily distracted and chase the latest shiny object, if we practice overwhelm we become easily overwhelmed. Over time, those patterns of behaviour form our identity and become our auto-pilot.  However it doesn’t have to be that way. Just because we BEHAVE in certain ways, doesn’t mean it’s who we are. We can be who ever we want to be. We can all change and it begins with practicing who you want to become. Just because you are one way today, doesn’t mean you can’t be another way tomorrow.

    So If we instead practice focus and purpose and organization and structure, over time we will become focused and purposeful and organized and consistent. These will become our fall-back behaviour patterns instead. But we have to practice it first to become it.

    So you are always forming habits whether you’re aware of it or not and if you’re not intentionally trying to form habits that serve you, you will unintentionally form habits that don’t. That is why morning routines are so important. They are about intentionally forming habits, so that over time you become what you practice.

    I’ve talked about this a few times before on the podcast, but my morning routine BEGINs the same way every day. It stands for brain priming, which is affirmations on steroids, Exercise, Gratitude, Intention and Nuture. Now lately I feel like I need to add a W in there for Wordle because I’ve become obsessed with it when I wake up and started realizing what a huge time suck it was, so now I’m not allowed to do it unless I’m exercising at the same time.

    The other part of a morning routine that I teach, is that the first thing you should be doing in the morning is to spend 25 min working ON your business, before looking at anything related to IN your business. That means don’t check email or go on social media or look at new listings or anything else until AFTER you’ve spent 25 minutes working on your business. The reason for this is multi-fold:

    Everything else that you find yourself doing, you’ve already developed a habit around or you’re intrinsically motivated to do it, So you don’t need to put any effort into those activities. Do you have to remind yourself to check your email? Do you have to convince yourself to check your voicemail? No you do it on auto-pilot, so you have to do the hard stuff first. The stuff you don’t look forward to, the stuff you avoid or procrastinate about.
    The side effect that happens when you set 25 minutes aside and focus on your business first, before meeting anyone else’s needs, is that you are teaching your brain that your time is worthy, your business is worthy, you are worthy. Not only are you teaching your brain that, but you’re acting in accordance with that belief. And when we believe in our subconcuios that we’re worthy and our time is worthy, we’ll make decisions and take actions that align with that belief and that is how we see long-lasting change. Does that make sense?

    But it has to start with 25 minutes a day, 5 days a week. There are agents that I work with making 7 figures that are able to consistently start every day spending 25 minutes working on their business, so if you find yourself coming up with excuses why you won’t be able to do that, recognize what you’re doing.

    Why 25 min you might be wondering? It’s based on the Pomodoro technique that anyone can stay focused on one task for just 25 minutes. It’s just 25 minutes, so it’s doable for even the busiest of agents, so there should be no reasons why you can’t do it.

    Now it’s only effective if you know what to do in that 25 minutes and that’s where the next problem begins. We have a million things we could be doing or should be doing on our business, but if we don’t have a plan we end up wasting so much time in a state of paralysis and overwhelm. How many times have you sat down to work on something and you don’t know where to start? The project seems so big and overwhelming you try to release that discomfort by finding something else to do like laundry or watching tik tok videos. Not productive.

    So in order for that 25 minute window to be productive, you need a plan. Because 25 minutes is such a short window of time, there’s no time to spend trying to figure out what you should be doing in that window. The goal for this 25 minute window, is that you sit down and open up your project management tool and select the next task on the list. You’ve already planned out the entire project and broken it down into 25 min task increments ahead of time, so there’s no thinking involved and THAT is the key to being productive. You can’t waste time THINKING about what you should be doing, you need to go straight into doing mode. So yes there is some brainstorming and planning work that has to go into this process, but that is actually the first task you’d do in your first 25 minute time block. You’d spend 25 minutes brainstorming all of the tasks you’d have to do to complete the project.

    In my Foundations program, I teach how to use a project management system called Notion that you can use to manage so many aspects of your real estate business. I’ve created loads of templates to organize your business and plan projects and it’s all based on the time management principle of dedicating 25 minutes every day to work ON your business before you work in your business and to spend that 25 minutes focused on just ONE task related to the most important project that is either client-attraction focused or business-scaling focused.

    If you practice this 5 days a week, you will become it and you will be blown away by how much you’re able to accomplish in just 25 minutes a day.

    What are some other strategies to help you with time management, outside the 25 minute rule?

    I am a big fan of time-blocking and batching in that window. I’ll use content creation as an example….If you need to create content, that requires creative energy. It’s much more effective to stay in that creative headspace and to batch multiple pieces of content in one sitting, vs. Creating on post one day and then another post a few days later. If you’re going to be filming videos, you’d want to batch that content. Filming 3 at one time is much more efficient than getting dolled up and filming them on 3 separate days.

    So just to summarize a strategy you can use to once and for all get your time management under control, start by understanding what your realistic time budget is based on what personal commitments you have and then subtract 70% of that time for client centred activities. Whatever is left is your time budget to work on your business. Based on that, be realistic about what you can accomplish with that amount of time and prioritize tasks and projects that are closely tied to either client attraction or business scaling activities depending on where you are in your real estate career. Once you know what general activities you need to be doing with your time, block off 25 minutes 5 days a week to work ON your business before you begin any tasks IN your business. Brainstorm all of the tasks needed to complete that project into 25 minute increments so that when you sit down for your focused time, you know exactly what you’re supposed to be doing and then be very self-disciplined to not let distractions get the better of you for those 25 minutes. That means no phone, no google, no trying to multi-task. Practice organization, focus, purpose and consistency. If you practice it, you will become it.

    If you didn’t download the free tool I recommended in the last episode, I highly recommend you do this exercise. You can find it on my website at women rocking real estate under episode 53 or 54.

    Alright that’s it, remember the more you learn the more you’ll earn…..but only if you’re implementing what you learn.

    Until Next Time.

  • How To Differentiate Yourself in Real Estate….Differently

    EPISODE 51

    How To Differentiate Yourself in Real Estate...Differently

    In this episode, Jennifer shares her thoughts about the most common question she gets asked and that is “How do I differentiate myself in such a competitive industry?”

    We’ve all been taught the standard ways of differentiating yourself, but if you truly want to stand out, you’ve got to do that differently too.

    Listen Now:

    Show Notes:

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    Episode Transcript:

    Hello and hello friends and happy new year. I hope that you all were able to enjoy the holidays despite this ongoing nightmare otherwise known as Covid. We personally decided to cancel all our plans with friends and family over the holidays, so it was pretty low key, although having 4 kids around certainly helps keep things from ever getting boring.

    Alright as usual I need to send a Shout out of love to Dani, Liza, Staci, Chloe and whoever left the reviews titled This Podcast is Gold and Favourite Podcasts. Love you ladies so much for taking the time acknowledge the work that I put into this podcast. It means the world to me and for any of you Spotify listeners that have reached out to me in the past, apparently you can now leave reviews on Spotify, so I would be forever grateful for anyone that would do that.

    Ok today’s episode was inspired by one of the most common questions I get asked and that is “How do I differentiate myself in such a competitive industry?” Because let’s face it, there are a lot of realtors out there and there are new ones getting licensed every single day. The barrier to entry isn’t very high and the rewards can be huge, so it attracts a lot of people. I would gander a guess that every single one of you has been told you have differentiate yourself if you want to stand out, because everyone already knows at least 10 realtors.

    So if I were to ask you ‘What makes you different and better? Why should a buyer or seller choose you over someone else? what would you say? The truth is most realtors have no clue what their value really is. They’ll often talk about the services they offer, but if everyone offers those same services, then you’re just a commodity and when people are choosing between commodities, they pick based on price. Some agents will say things like I’m passionate. I love helping people and I love houses. None of those are tangible or even measurable. And what do they really even mean for the consumer? Do they add value? No.

    So what does differentiate you and more importantly how can you convey that to people? Because it is true, if you want to succeed in this business you’re going to have to stand out, but the good news is that there are actually loads of ways to do this, you just have to be creative and think of it a little differently and that’s exactly what you’re going to learn in today’s episode. 

    Let’s dive in…

    Before I got into real estate I worked in marketing. I was trained by some of the best minds in the industry and was taught all about the strategy behind how to differentiate with branding and creating a value proposition and knowing who your ideal client avatar is and what their pain points were and how to craft messaging that resonates and yada, yada, yada. When I got into real estate, I thought I’m just going to apply everything I know and I’ll be good to go. And while that knowledge certainly helped me fast track my success, I noticed something was different almost immediately when it came to the real estate industry. The marketing rules that applied for every other industry, didn’t always apply in real estate. I started noticing that there was a lot of really successful realtors that didn’t have any strategy at all. Their marketing was terrible, they had no brand, no messaging, they didn’t really even advertise much or do anything different and sometimes there were actually terrible agents. It seemed like all they had to do was put for sale signs up on lawns and everyone would just call them to list their houses automatically. Often not even interviewing anyone else. I’m sure you’ve got a few of these usual suspects in your market too. So I spent a lot of time interviewing sellers over the years to better understand their thought process and over and over again I heard the same response. They hired the most well-known agent because they just assumed they were the best. So all of the brilliant marketing strategies in the world are great in theory, but in real estate for some reason, they don’t always work as well in practice. If you are only focusing on differentiating yourself at the point when someone is making a decision of who they’re going to hire, you’re too late. You’ve got to stand out and differentiate yourself well before they are making that decision, otherwise many will just hire the most popular agent in the area.

    So throughout this episode I’m going to give you a bunch of ways that you can differentiate yourself, well before someone needs to hire a realtor. Some of them you’ll have heard of before and some will be things you never thought of. Think of them as buckets and then spend some time really brainstorming out all the ways that you could differentiate yourself in each of the buckets.

    We’re going to start with the obvious ones and then we’ll get into some of the more creative ways.

    Differentiator #1: Your Visuals

    The first way that you can start to stand out, is with your visuals. Nothing new here, but still really important so worth covering. Your visuals are the things that people see, a lot of people confuse this with branding, but visuals are just a part of your brand. They include your headshot, your logo, your fonts and your colours. These things do matter and they convey a lot more about you, than a lot of people realize. Your headshot gives immediate impressions based on your facial expression, your body position, what you’re wearing and where you are. If you saw an ad for a realtor that’s a guy in a fitted suit, with his arms crossed in front of him and his legs a little spread out standing in front of a private jet with a smirk on his face…what impression would you form? I don’t know about you but I’d want some crackers to go with the cheese and would assume he’s a slimy self-absorbed, fast-talking wanker.

    So when thinking about your visuals, how do you want to be perceived and how can you convey that in your visuals? In my photos, I wanted to be seen as friendly and approachable, yet confident, assertive and professional. Your headshot is important as it’s often people’s very first impression of you, so spend some time thinking about how you want to look and then work with a professional who delivers it. The last few things I want to say about headshots, if you’re in a suit with your arms crossed or in a power pose, get rid of it. Remember we’re trying to differentiate you here, not be like every other realtor and for those of you that don’t want a head shot because you’re worried you’re not attractive enough or young enough or skinny enough …I’m going to let you in on a little secret….this industry attracts a lot of attractive people because they think their looks are going to help them succeed. It’s not. When people are hiring a realtor, it’s to help them buy or sell the biggest assets they own and looks fall pretty low on their scale of what’s important in a realtor. If a troll will get them the most money for their house, they will hire the troll over the super model 10 out of 10 times. Being attractive will not help you be successful in this business and believing you’re unattractive will not hurt you. So get over that self limiting belief. Look around you at the top producing realtors in your market. I can pretty much guarantee that they’re not all super models.

    By the same token, when it comes to your visuals on your social media, be mindful of the impression they give. Remember that we are realtors, we’re not influencers. If we want to be taken seriously as knowlegeable, professional women, the bar needs to be raised by how women are portraying themselves in this industry. Ok I will get off my judgy box, but before we move off visuals, I just want to quickly chat about logos, colours and fonts. If you want to stand out, Yes you need to have a logo that is different than your Brokerage’s. You should also select a few fonts – one heading font, one body font and maybe an accent font. But once you’ve picked them, stick to just them throughout absolutely everything you do. When it comes to colours, don’t be afaid to stand out. My brand colours were bright pink, lime green and tiffany blue. Not exactly the typical real estate palette….but they played a huge role in our success. People often hired us because they loved our branding. When I’d ask what about it they loved, they all said they just loved that it was different and outside the box and they wanted to work with realtors that were different. So I took that feedback and created bus shelter ads that was a picture of our team, which was 4 ladies at the time and we were all dressed in the exact same outfit. Same grey jeans, same white blouse, same grey blazers, but our high heels and jewlery were in our brand colours and the ad copy just read Same same, but different. We got so much business from that ad campaign it was crazy. I remember being at a bar one night in downtown toronto and this guy came up to me and he’s like omg you’re one of the same same but different girls. He loved the ad and after chatting for a bit hired me to sell his condo. I’ll actually put a picture of the ad in the show notes on my website if you want to see it.

    Differentiator #2 – Niches

    Alright the next way that you can differentiate yourself and this one has probably been drilled into your head well by now and that is to identify a Nich or a Niche depending where you live, that you are known for. There’s a saying that the riches are in the niches, however I am going to challenge how you think about niches a little when it come to real estate. Before we get into the weeds on this one, I just want to address the fear that a lot of agents have when it comes to niching down. People falsely think that if they have a niche that they will lose business from everyone else that doesn’t fall into their particular niche. I understand the logic and had the same fear myself when I got into real estate. My marketing background knew we needed a niche, but my bank account was like no, no, no I don’t want to turn off anyone, we’ll take everyone. But when you try to attract everyone, you attract no one. You have to start somewhere and create messaging that speaks to someone and resonates with them. So our tag line was We Find Homes For Families and then all of our content and our ads and our marketing materials and our messaging centered around families. Guess what? we attracted a lot of families and after awhile we reached the tipping point. The tipping point in real estate is where enough momentum has been achieved that you no longer need a niche. People know about you, they know you’re experienced, you’ve got social proof and you’re established. As long as you know how to ride that momentum and you don’t get complacent, you don’t have to do a lot at that point. Your business will sustain itself and if you know what you’re doing, you can continue to grow it pretty effortlessly.

    But in the beginning, you need to stand out in all the noise and you need a message that speaks to someone so that they notice you. In my coaching program I take agents through an exercise of how to identify what your niche could be to start attracting their ideal client. Your niche will have 3 elements to it – who the person is, what they’re buying or selling and where. But that is just the standard part of a niche and on it’s own isn’t enough to differentiate you. Your messaging has to go deeper and address how you help people and why it matters, But we’ll talk more about this a bit later.

    Before we move onto the next differentiator, there is one other way you can differentiate yourself when it comes to niches and that is create a network niche. People like to work with people they like that they share things in common with. To succeed in this business, you’re going to need to grow who you know, so you might as well do that, doing things you already love where you can meet more people doing it too. I love playing tennis, so I joined a private tennis club. Can’t tell you how many deals I have done over the years with people I met playing tennis. When I had my first baby it was during the summer and the public health department didn’t run their moms group program, so I stuck signs on poles around the neighbourhood with my phone number asking any other new moms to call me. That was over 16 years ago and I am still super close with those moms and many used me multiple times over the years. Side note, the ones that didn’t use me, didn’t bother me for a second. Nobody owes us anything and everyone should have the right to hire who they choose, for whatever reason they choose. If your best friend was a gynecologist, should she expect you to use her just because you’re friends and you’re supposed to support her business. No! The sooner you let go of all expectations about who should use you, the happier you’ll be. I promise!

    Ok I went off on a tangent as usual. The bottom line, spend more time spending time with people who have things in common with you. Doing this will help differentiate you with them as a side effect. Now that is obviously dependent on two very important factor.s…that they like and trust you.

    Differentiator #3 – Be Likeable & Trustworthy

    Now I know the whole know, like and trust thing is overused, but let’s just break it down a bit because it’s super important. Because fact….People will only work with people that they know like and trust. We’ve already covered the know part, but let’s chat about the like part. Why do people like each other and how does it develop? Once we have that figured out, how do we do more of it? What do you hear over and over about you, what do your friends and family say they love about you? If you want to differentiate yourself, be intentional around doing more of what people naturally like about you. If you’re a really good listener, show off that skill to anyone and everyone. If you’re funny, let that humour shine, if you’re thoughtful, look for more ways to be thoughtful with more people. Take what you already are and just expand it and shower more people with it.

    Now If you can’t figure out what makes you likeable, stick with the universal law of likability. Make an effort to show an interest in other people’s lives. Ask questions, listen, pay attention and remember the details. Be present and focused. Spend more time getting to know them and less time talking about yourself and they’ll like you. It really is that simple. People love to be seen, heard, understood, validated and appreciated. Believe it or not, this is a differentiator. Most realtors are so focused on themselves and trying to get something, that you will naturally differentiate yourself when you take a different approach.

    When it comes to trust, this is one is a doozie because people will not work with someone they don’t trust. We often confuse the word trust and assume it’s only related to integrity. But trust is much bigger and goes much deeper than that. People you know may trust that you have integrity, but may not trust that you’ll be on time for meetings or they may not trust that you’ll be detail oriented or that you’ll keep a calm, cool head in stressful situations.

    When it comes to people that don’t know you, you’re starting with a blank slate, but you have to earn their trust in all areas and it can only be built in baby steps. They have to trust you know what you’re doing, that you have integrity, that you’ll do what’s best for them and the list goes on and on. So how can you differentiate yourself when it comes to trust? How can you make sure you’re intentional around demonstrating that you can be trusted where and when it matters? You need to find opportunities to showcase it and one of the ways you can do this is through the content you create. Specifically your video content. I talked all about why video content is critical to grow your business and differentiate yourself in the last episode, so if you haven’t listened to it, make sure you check it out.

    You also need to demonstrate that trust factor with your sphere of influence, before they’ll ever hire you. So that means consistently demonstrating the traits that are important to people in your day to day life. You can’t show up late to dinner parties and coffee dates all the time with your friends and family and be shocked if they don’t use you as their realtor. Being on time might be a really important trait for them and if you don’t consistently demonstrate that trait in your day to day, they won’t TRUST that you suddenly will as their realtor. So be intentional and demonstrate the qualities that people would want in a realtor, all the time, not just when you’re being a realtor. Be on time, do what you said you’d do, provide value, be professional, know your shit. As soon as people find out you’re a realtor they will almost always ask “How’s the market?” Be able to answer this question intelligently and thoroughly.

    If someone brings up that they’ve been thinking about buying or selling, do yourself a favour and settle your excitement jets. The last thing you want to do is start salivating at the potential opportunity in front of them. Most agents in these situations jump on the chance to try and get a client and they immediately start trying to get them to take the next step by saying things like “oh the market’s hot right now you should definitely sell” or “oh if you don’t buy now you won’t be able to afford the same house in 6 months” While those comments may in fact be true, saying them immediately completely diffuses your trust factor. The better response is to learn more about WHY they’re thinking of it. Say something like ‘oh what’s making you think you may want to move now? Be casual and conversational, don’t interrogating them. Just seek to understand more about their personal situation. Then look for opportunities to tell them the opposite of what most realtors will say (provided of course it’s true). Tell them why now might not be the best time to buy or sell, tell them why something might not be the best investment. Now I’m certainly not suggesting that you lie or make things up, but surprise them by being different in how you respond. You’ll build both trust and differentiate yourself from all the other salavating realtors already calculating their potential commission check.

    Differentiator #4 – How You Market Yourself

    How you market yourself and your listings, is a direct reflection of how you’ll market someone’s home. If you put time, care & creativity into how you market things, people notice that stuff and it translates into a belief that you’ll market their home well too. I can’t tell you how many people would call us to list their house, years after they had visited one of our listings with their realtor at the time, who wanted us to sell the home they ended up buying, because they loved how we presented our listings. We got loads of referrals from people that way too. So even if it’s a sellers market and your listings sell themselves, don’t make the mistake of missing the opportunity to differentiate yourself and demonstrate that you’re a rock star. When you present bare bones listings, you may save a buck or two, but you’re just telling potential clients that you’re lazy and cheap.

    Another way to differentiate yourself in your marketing is by creating videos. You might have a false belief that everyone is creating videos and that you have nothing new to share or don’t have enough experience to provide value, but none of that is true. Those are all limiting beliefs that are holding you back from using video to differentiate yourself and this is what I teach in my Attract Accelerator. Video content is the fastest way for people to connect with you. It allows people to see that you’re relatable and they start to feel like they know you. It’s exactly what’s happening right now with you listening to this podcast. I’m sharing value and you’re getting to know, like and trust me. You’re connecting with me and I could never accomplish the same thing through postcards, or social media posts or even blogs. A lot of what I share isn’t new information, I guarantee you someone else is saying the same stuff, but if you’re a regular listener of my podcast and at some stage you decide you want to work with a coach, I will make it on your short list, because I’ve paved the path for you to think of me and consider me. You can do the exact same thing with your real estate business.

    Differentiator #5 – What You Stand For

    The next way you can differentiate yourself is with your messaging around what you stand for. Messaging isn’t a tagline. It is so much more than that. It’s a point of view and It permeates everything you do. It’s got to be genuine and authentic. You own it and live it day in day out, not just when it’s convenient for you. One of the things I stood for was people trusting me implicitly. I would tell them that they would end up trusting me more than they’d trust themselves and they did. Because they knew I would never let them make a decision I wouldn’t make myself. I did that because I couldn’t sleep with myself any other way. So what do you want to be known for and how can you demonstrate that quality in your interactions with people everywhere and all the time? How can you also convey it in your content? You’ve got to spend some time thinking about this stuff deeply. Brainstorm it out and make an actual plan of how you’re going to live it. I also stand for giving people the straight goods. I will not tell you what you want to hear. I am opinionated and I don’t hesitate to share my opinions. You either love it about me or hate it. I stand for being a go-giver. I have a philosophy that you’ve get to give more in value, than you take in payment so that permeates everything I do. Figure out what you stand for and how you can demonstrate that in everything you do and it will help differentiate you. Another example would be standing for a particular cause or charity and giving back a portion of your commissions to that cause. That can make people feel good when they choose to work with you, to know that they’re supporting a great cause.

    Differentiator #6 – What You Offer & How You Offer It

    Alright moving along, when people think of how to differentiate themselves, this is what they often think about first and that is the services you offer. But the reality is it’s hard to differentiate yourself on your services and you certainly shouldn’t try and differentiate yourself on this alone. The reality is that most agents offer the same stuff. The standard stuff may differ from market to market, but for example where I’m registered, absolutely everyone offers professional photography and pre-listing home inspections and floor plans and feature sheets and then a lot of agents offer staging and cleaning and some agents even offer painting services. The reality is that our price points are so high (almost impossible to find anything other than condos under a million dollars) so our average commissions are pretty high. Even with all of those services, there’s still a fairly healthy margin. So trying to differentiate yourself on services alone is pretty fruitless, what you have to do is market your services differently. It’s how you present your offering that can differentiate you. You’ve got to get creative and package yourself better. Create signature buying and selling processes that are appear proprietary to you and then focus not on the features of your offering, but the benefits of them. This is marketing 101 – people don’t buy features, they buy benefits. You have to educate consumers around why it matters and what problem it solves, You can educate consumers through conversations, through content and through your buying and listing presentations. This brings us to the 7th way you can differentiate yourself .

    Differentiator #7 – Solve Problems & Serve Solutions

    And that is by solving problems and serving solutions. Your success in this business will depend on how well you can identify problems, solve them and serve people solutions to those problems. This is ultimately why people buy products and hire people for services, because they have a problem that they need solved. When it comes to the process of buying and selling real estate, there are literally thousands of problems that realtors can solve. There’s the big obvious ones of course, but the real magic and the real way to differentiate yourself lies in solving the less obvious problems. Especially the problems that consumers aren’t even aware of. When you can get good at making people aware of problems they hadn’t thought of on their own and weren’t aware of and then provide the solution, that is how you can eliminate competition. Why? Because you become invaluable. People need you. So to help differentiate yourself from other realtors, spend time identifying all of the pain points and problems that come up for people in the course of buying and selling real estate and then determine how problem aware people are and how solution aware they are. Then use content, conversations and presentations to educate them. Now this process takes effort up front, but once you figured out the formula, it’s really effective. This is the type of content I teach people to create in my attract accelerator and I use a formula called the ASS acronym.

    Differentiator #8 – Be More of You

    Alright the next and most important way that you can differentiate yourself in this crazy competitive industry, is to be more of you, share more of you and show more of you. This is your secret sauce and the competitive advantage that literally eliminates all the competition. Because nobody else can ever be you. Despite whatever limiting beliefs you may have about yourself, you are brilliant and one of a kind. There has never been, nor will there ever be someone with your unique gifts, skills, ideas, traits, mannerisms, qualities and perspective. If you have ever had friends and family and partners who love you and appreciate you for who you are, then there will always be more people that will feel the same way about you. There are people that will like you and be drawn to you and want to connect with you for reasons that are hard to define and articulate. They’re subjective and it’s often an energy or a vibe that attracts us to people. My husband can be the most annoying man on the planet and then 5 minutes later the sexiest man. And the stuff I find adorable and sexy can be really stupid and weird. The other day we were hiking and my husband and kids had a race and something about the way he runs and I was like ‘damn, my man is sexy.’ So random and so stupid but it was something about that drew me to him. Now 30 minutes later we were eating lunch and the sound of him eating was making me want to gag. So he’s lucky I like the way he runs.

    Anyway I know it can be hard to know what these things are about yourself, but a few things you can do to figure it out: What do you hear over and over about why people like you and are drawn to you? If you don’t know, ask! Seriously ask. It will make you feel really good and you’ll learn what you need to do more of. My point here is to let your true authentic personality shine. Don’t try to be someone else, because who you are rocks. So look for opportunities to differentiate yourself by letting people see more of you and get to know you and connect with you. That is why video is so effective and such a great differentiator. It will do all of that for you and quickly.

    I’ve always had a motto and it is when everyone else zigs, zag. Don’t do what everyone else is doing because you assume it works and you should do it too. Don’t follow, be a trailblazer and you’ll become known for that and it will differentiate your.

    I’m probably going to age myself with this reference, but it’s a good one and I think of it often when I start to watch instagram reels and see the same reel audio being used over and over and over again because it’s “trending” and yes I’m using air quotes. It reminds me of a movie back in the 80s called Can’t Buy Me Love and Patrick Dempsy stars in it, who was McDreamy on Greys anatomy and gawd even that might be aging me. But anyway he’s a geek and pays the most popular girl in school to pretend to be his girlfriend so that he can be popular. She thinks it’s ridiculous and won’t work, but low and behold all of the sudden he’s the most sought after guy in the school. Well they end of breaking up and he takes this other girl to the prom, but he’s never been to a dance before and doesn’t know how to dance, so he watches this show on tv that he thinks is how people dance but it’s actually an African Anteater ritual dance. Well he goes to the prom and starts doing this dance routine looking positively crazy, but what happens? Well because everyone thinks he’s cool, they all start copying him doing the dance looking like complete fools. My long winded point here, is don’t follow what other people are doing just because you think you’re supposed to or it’s what you have to do to succeed. Stand back and watch the show, but go do something different.

    Alright that’s it. If you enjoy the show I’d love for you to take a minute and show me some love by leaving a review and remember the more you learn the more you’ll earn….but only if you actually implement what you learn!

    Until next time.

  • How To Overcome Overwhelm & Turn Distraction Into Action

    EPISODE 46

    How To Overcome Overwhelm & Turn Distraction into Action

    In this week’s episode, Jennifer walks listeners through the number one reason Realtors don’t see the results they’re hoping for: overwhelm & distraction. Jennifer dives into the four root causes of overwhelm and provides practical strategies for overcoming each, so that you can finally turn distraction into consistent action and start seeing the results you deserve.

    Listen Now:

    Show Notes:

    Learn more about the ATTRACT™ Coaching Program here.

    Episode Transcript:

    Hello hello and welcome back to the women rocking real estate podcast, I’m your host Jen Percival and I really appreciate you tuning in. I hope you are all doing well, staying healthy and hopefully my Canadian listeners are starting to see the light at the end of the pandemic tunnel and are seeing some more normalcy in their life. Hopefully we can stay on this track. I personally have moved up to our cottage for the summer and being on the water is my happiest place on earth.

    Alright getting right to it, This episode was actually not planned or in the schedule, but I decided to make a last minute change for July’s episode because the topic seems to be the biggest roadblock faced almost universally by humans and that is what I call shiny object syndrome, which leads to overwhelm which leads to distraction.

    One causes the other. We get overwhelmed by all of the choices available to us and all the things on our to do list and to escape the negative feeling of overwhelm, we subconsciously seek ways to distract ourselves and we end up avoiding taking the actions we need to take, to get the results we’re looking for. It is the killer of productivity.

    And we are really good at using lack of time as the excuse for not being productive and taking the actions we need to take. We tell ourselves that we’re too busy and that we don’t have enough time…..and I’m going to call BS. You and I both have the same number of hours in a day that everyone else does and there are people all over the world who manage to accomplish a shit ton of stuff, so before I go into the strategies to overcome overwhelm and turn distraction into action, I want you to acknowledge and accept that lack of time is not the problem. It’s how you’re choosing to spend your time that’s the problem. I want you to pause this episode right now and go to your instagram account and check your activity history. How much time are you spending on average every day? If it’s more than 30 minutes, there is one of your problems. Look at how much time you spent over 30 minutes every day over the last week and add those minutes up. That’s just one way you can recover more time to focus on taking the actions you need to take in your business to get the results you want.

    So I want you to put the excuse of “I don’t have time” to bed once and for all. You do have time, you’re just choosing to spend it doing something else. Now if something else really is a priority, then own that and instead of saying you’re too busy or you don’t have time, acknowledge that you don’t want to spend time doing it and that you’re choosing something else instead. But if you’re not getting the results you want, when making that choice, don’t blame time. It’s not time’s fault. You made a conscious choice to do something else and you have to be willing to own & accept the consequences of that choice.

    For example I spend very little time on social media. In fact when I was just asking you to check your activity, I checked mine and I have only spent an average of 1 minute on Instagram every day over the last week. I took a screenshot and I’ll share it. Should I spend more time on Instagram? Probably! Spending one minute a day is not exactly going to help me grow my account or reach new women in real estate. Do I have guilt or worry that I’m not doing enough on instagram? Yes I do. But right now I am choosing to spend my time differently. My family and my wellbeing comes first, my real estate clients and my coaching clients come second and growing my business comes third. Serving my existing clients is always a priority for me, over attracting new clients. Which is also why I only release monthly podcast episodes instead of weekly. It’s not that I don’t have time, it’s that I’m intentionally choosing to spend my time on other things that are a higher priority.

    Do you see how that mindset shift puts ownership of your time back in your hands. We all need to be accountable for how we choose to spend our time and we need to stop using lack of time as an excuse. When we do that, we rob ourselves of feeling and being in control. So every time you’re saying yes to spending your time on something, what are you saying no to? You cannot do everything so overcoming overwhelm starts with intentionally choosing how you spend your time.

    The next time you find yourself getting distracted by something. I want you to stop and say “I don’t want to do that, I’m choosing to do this instead and I’m ok with the outcome.” For example if you had set time aside to create video content, and instead decided you needed to spend some time with one of your kids who was struggling, you would say “I don’t want to create a video right now, I want to spend some time my daughter instead, she needs me right now and I’m ok with generating less business this month.”

    If the statement feels right, then that is a clear priority. If on the other hand, you had set time aside to create video content, and instead found yourself watching instagram reels, you would say out loud “I don’t want to create a video right now, I want to watch reels instead and I’m ok with generating less business this month.” If that statement doesn’t feel right, it gives you the opportunity to choose differently.

    My point here is that you’ve got to accept that you do in fact own your time and that for everything you say yes to, there is a corresponding no to something else. So the first step in starting to honour your hours is to decide what your priorities are. What comes above other things you spend your time on? My coaching clients all take my foundations of success program and one of the exercises is to spend about two weeks tracking how you spend your time and then defining what your priorities are so that you can start making more intentional choices around your time.

    Alright so the first step to dealing with overwhelm is taking control and ownership of your time and to stop using lack of it as an excuse for not taking action. So outside of not feeling like we have time to do things, what else causes overwhelm? Shiny objects! Like I said, we get so overwhelmed by all of the choices available to us and all the things we could be doing in our business and should be doing and to escape the negative feeling of overwhelm, we subconsciously seek ways to distract ourselves and we end up avoiding taking the actions we need to take, to get the results we’re looking for.

    In my experience, distraction shows up most often in two different ways. The first and probably most common is procrastination; I’ll put doing this task off and instead do something else that I don’t find so boring or challenging or scary. The second way I see is through perfectionism; I’m going to record this video 25 times and nit pick over every little detail about how we look or sound and then never do anything with it because it’s not and we’re not perfect.

    So in order to turn distraction into action we have to address the root problem, which is overwhelm. So besides shiny objects, why do we as humans get overwhelmed so easily and shut down? In my years of coaching agents, there’s 4 causes of overwhelm and this is going to sound overly simplistic but bear with me.

    We get easily overwhelmed if we:

    1. Don’t know what to do
    2. Don’t want to do it
    3. Don’t know how to to it
    4. Don’t do it anyway, even when we know what to do, we’re ok doing it and we know how to do it

    So let’s start with strategies for how to deal with situations where we feel overwhelmed because we have so many choices and we don’t know what to focus on first. If you find yourself starting one project and then getting distracted by something else or you’re watching what everyone else is doing and thinking you should be doing it too, or you keep taking training that’s telling you to focus on something new, you’re going to end up feeling overwhelmed, lost, disorganized and unfocused with no direction or clarity.
    When you building a real estate business there is a lot to do. You aren’t just buying and selling real estate, you’re running a full-fledged business and that includes sales, marketing, operations, staffing, etc. If you want to run a long-term successful business, every area of the business is going to need your attention and focus…but where do you start? With all of the options, what should you focus on first?

    One of the first ways to combat this type of overwhelm is to determine what season your business is in and focus first on tasks and projects that fall under that season. So let me walk you through the four seasons of building a real estate business:

    Season 1 – Attract
    In season number 1 you are focusing on ATTRACTING business, to create consistent, predictable lead flow. This season includes all of the activities that you do to grow who you know and attract new business to you and includes all of your networking, marketing, advertising and prospecting activities. If you’re new to real estate, you’re in season 1.

    Season 2 – Convert
    Season 2 is Convert and it includes all of the activities that you need to do to nurture & convert the leads you’ve attracted and turn them into clients. Things like nurturing your audience, building authority, influencing, negotiating, selling, decision making coaching and your buyer & listing presentations. It’s all the work you do, to convince people to want to work with you, as their realtor.

    Season 3 – Retain
    Season 3 is Retain and it includes everything under the umbrella of keeping clients and getting repeats and referrals. So once someone decides to work with you, everything that you do from that point on, falls into Season 3. This would include everything from client communication to how you market properties to client satisfaction to keeping in touch after the sale. Are they thrilled with your service and would they use you again and refer you to their friends and family?

    Season 4 – Scale
    Season 4 is Scaling and it includes all of the things you can do in your business to automate, optimize and leverage people, systems & processes. This is all of the operations of your business and you won’t be able to scale without focusing on the activities that fall in this category. This season is all about freeing up more of your time so that you can start enjoying the life you’ve been working so hard to build.

    Now obviously if you want a thriving, consistent real estate business, you have to be strong in all 4 seasons and that is the end-goal. But you also have to start somewhere and prioritize what you’re focusing on. Otherwise you’ll be all over the place with no direction and your results will suffer. There is no point in spending all your time building an automation workflow into your team communication, if you don’t have a steady flow of leads coming in. The key here is to figure out where the biggest sinkhole in your business is. What season are you losing people? That’s the season you need to focus on first. If you have a steady stream of high quality leads coming in, but you’re not converting them into clients, then you’d need to prioritize your time focusing on the tasks and projects and learning that happens in Season 2. If you’ve got clients but they’re not happy and they’re not referring you or using you for repeat transactions, you’ve got a sinkhole in your business in Season 3 and you need to prioritize those projects.

    Once you know what season you need to focus on first, the next step is to audit your business and identify opportunities and gaps. What are all of the things that you could implement in your business in that season, that you’re not doing now?

    Once you’ve got a list of ideas – just in that one particular season, you need to prioritize them. What project is going to have the biggest impact on your business? That goes first? What’s next?Once you have those projects prioritized, start on the first one and just focus on it alone. Put blinders on and put your head down. Do not allow yourself to get distracted by other shiny objects that are further down your list and certainly don’t allow yourself to get distracted by things that aren’t even on your list! New shiny objects will come up all the time and you will be tempted by them, but recognize it for what it is – a distraction – and then put it in the vault with all your other ideas. You’ll get to it eventually, but not until you’ve completed other, higher priority tasks.

    So to recap, when you’re overwhelmed because you don’t know what to do, the answer is to determine what season your business is in, then to prioritize projects and then focus on just one thing at a time, taking consistent, small actions every single day until you’ve implemented it in your business.

    This is how my entire coaching program is structured, everyone starts with foundations of success and in there we determine what season your business is in and then we develop a systemized action plan of what you need to focus on first. From there, you go into the appropriate season and learn exactly how to implement everything into your business step by step.

    Moving along, so if the first way that agents get overwhelmed is because they don’t know what to do first, the second way that agents get overwhelmed is because they know what they’re supposed to do, but they don’t want to do it.
    I see this play out most often when agents are told to do things that aren’t aligned with their values; things like door knocking and cold calling or asking friends for business and referrals, or when they’re told to do things like using scripts that feel unnatural and uncomfortable. When you’re told to sit down every day and spend hours doing something that makes you feel icky, you’re going to feel overwhelmed and you’re going to look for distractions.

    And I get it. You shouldn’t do things that aren’t aligned with your values or feel disingenuous. However you can’t respond with “I don’t want to do that” with absolutely everything that stretches you out side your comfort zone. Avoiding doing things like going on camera and creating videos or putting yourself out there on social media because you’re afraid people will judge you, is not healthy for your business. There’s a big difference between the two. Don’t do things that make you feel icky, but know the difference between that and something that you should be trying to push through. If you do find yourself avoiding taking action on something that would actually really help grow your business and it’s not misaligned with your values, then that’s a sign there’s a limiting belief holding you back and we’ll tackle how to handle that in a bit.

    Ok just to recap, when you experience overwhelm ask yourself is it because you don’t know what to do, is it because you don’t want to do it or is it the third reason which is you don’t know how to do it?

    In my experience, a lot of the time overwhelm relating to the not knowing how to do something stems from limiting beliefs about your capabilities and the biggest roadblock I see is around technical skills. I can’t tell you how often I see women in particular get overwhelmed and shut down when it comes to technology and a limiting belief that they are just not ‘techie’ and I’m using air quotes when I say that.

    Newsflash – no one was born techie. It’s not one of those natural born gifts like being musical or an artist. It is a learned skill that anyone can do. The more you tell yourself that you’re just not techie, the more your brain believes you.

    Would you ever give your kid a bike and the first time they try it and fall down tell them” oh you’re just not a bike rider, sorry you weren’t born with this skill and it’s never gonna come naturally to you, so you should just pay someone to double you around for the rest of your life.”

    Omg did I just age myself there? when was the last time you saw someone doubling on a bike? Maybe you don’t even know what that means!? I guess that’s not a thing anymore is it? I tell you that was my ride to school every day on the back of Joanna Wilson’s banana seat bike.

    Anyway, I digress. You wouldn’t tell your child that, you’d teach them how to ride and even then they’d have to try a bunch of things to figure out the peddling thing and the balance thing and the steering thing and how to put it all together and then all of the sudden they’d get the hang of it.

    Tech is no different. You just have to play around with it, to figure it out. You basically have to just press bottoms, one at a time to figure out what they do. Listen, If you can create an Instagram story or reel, you can build a real estate website. There’s just more buttons that do more things. The only skills you need to develop to be more techie are patience and persistence. So when it comes to technology stop telling yourself that you suck at it because your brain will believe you and make you suck at it.

    Businesses have also learned to take advantage of this overwhelm. They’ll tell you you should be focusing your time on other things in your business and leaving the tech stuff to the experts. Again it’s kinda like relying on someone to have to double you around for the rest of your life.

    When you get overwhelmed because you don’t know how to do something, you’ve got three options:

    Option number one is learn how to do it yourself. There are loads of training programs available to teach you how to do absolutely everything you could ever need to know how to do in your business.

    Now if you hear yourself saying you don’t have the time to learn how to do it yourself and you’re willing to invest some money, then option 2 is to hire a VA to learn how to do it if they don’t already know. In my coaching program for example, I have how-to training available to teach you how to implement anything you could need into your business. Some of my clients will have their VA take the training instead and implement it for them.

    Lastly if you’ve got the budget, you could always choose option 3 and that is to hire a professional to do it for you.

    Those are your three options if you don’t know how to do something; If you’re just starting out, you’re gonna have to learn some stuff on your own or you’ll go broke very quickly. Once you’re making money though, you can then hire a VA to learn how to do it or three, when you’re able to afford it, hire a professional. The point is, Pick your poison, make a decision and take action.

    Alright let’s quickly recap again….when you’re feeling overwhelmed the first question you’re going to ask is “am I feeling overwhelmed because I don’t know what to do?” If so, determine what season you should be focusing on and prioritize tasks in that season first. If you know what you’re supposed to be doing, but you don’t want to do it, ask yourself “does this task not align with my values or is it just pushing me outside of my comfort zone?” If it’s not aligned, don’t do it. If it’s pushing you outside your comfort zone, work on your mindset (which we’ll talk about next) and lastly if you don’t know how to do it and that’s what’s overwhelming you, either decide to learn how or hire a VA or professional to do it for you.

    Here’s where things get more complicated. What happens in a situation where you’re still feeling overwhelmed and finding yourself getting distracted easily, even though you have clarity and know what you should be focusing on, you want to do it and you know how to get it done, but for whatever reason….you just not doing it.

    Believe it or not, this is THE most common reason people get stuck. Why do we get in our own way like this? Well there’s actually a very logical, scientific explanation, but For it to make sense we need to understand a little about neuropsychology. For starters, it’s not your fault. You can blame it all on your brain. It is estimated that 90% of success in goals, productivity and achievement, happens in your brain. It is the biggest thing that makes us feel overwhelmed and keeps us stuck in patterns of distraction and procrastination.

    Because our ability to achieve our dreams and goals is limited by our brains. There is a law of Neuro-achievement that says

    we are, what we believe we are. Let that sink in for a minute. What you believe about yourself is what you will become. So it goes without saying that in order to achieve our goals, we need to have a very clear understanding of what beliefs we have about ourselves and our abilities and if those beliefs are not serving us, we need a proven method to change those beliefs and replace them with ones that serve us better.

    All of the beliefs that you have, influence the decisions that you make and 90% of those daily decisions come from the non-conscious part of your brain that you’re not even aware of. Those decisions dictate what actions you take. Ultimately it’s the actions that you take or don’t take, that determine the results you see. If what you want, is not aligned with what you believe and is programmed into your subconscious, you’ll have what’s called cognitive dissonance. Unchallenged cognitive dissonance is a Block and it will prevent you from getting the results you desire. You will get stuck in an endless cycle of overwhelm, perfectionism, distraction and lack of clarity and direction, because what you want, is not aligned with what you believe.

    But once you know how it all works, you can re-engineer it. You can remove those unhelpful neural pathways otherwise known as beliefs and replace them with new neural networks that allow that automation process to work for you, rather than against you.

    But here’s the thing….97% of people will never tap into it.

    This will all sound great, they’ll like the instagram quote and give it a couple hearts, but then they’ll hit a resistance point and their brain will say ‘this is too much work, come back over here where you’re comfortable and procrastinate, be overwhelmed, be a perfectionist, never put yourself out there. It’s much easier to stay where you are right now, than it is to change and grow. That’s risky and your brain’s primary job is to keep you safe and familiar.

    However….If you change what you tell yourself, you can hardwire your brain for success. If you want to be a top performing Realtor, you need to Create the thoughts, that create the reality you want.

    But if we’re being honest, it’s really hard to just think differently because once again….We get in our own way.

    For starters, we have all sorts of internal dialogue around achievement, success, money, impact & what we are worth. This internal dialogue was formed from experiences during our childhood when we were extremely vulnerable. When those thoughts were repeated over and over again…

    They became automatic negative thoughts, meaning we no longer had control over them and they became hardwired in our subconsciousness. As we repeated these ants – I am not smart enough, I’m not good enough, I’m not outgoing enough, I’m not articulate enough….and the list goes on, uur brain saw those repeated thoughts as truths and created a neural pathway, which formed a belief. A limiting belief. Negative thoughts stick around because we believe them, not because we want them or choose them. They are automatic because of the neural networks you’ve built over time. It is a pattern that served you as a child (albeit poorly) that now sabotages you as an adult.

    So is it possible to retrain our brain to think differently, erase old self-limiting beliefs and form new neural networks that allow us to make decisions and take actions to see better results? Absolutely! Does it take hard work? Hell yes. If you wanted to get into the best physical shape of your life you’d have to work at it right? It would have to become a part of your lifestyle right? Well mindset work is the same thing. In order to see change, we must rewire the faulty programming in our brain to create an achievement mindset and I’m not going to lie, it takes consistent effort. But if you are finding yourself in a pattern of overwhelm and distraction that is keeping you stuck and not taking the actions you know you need to be taking to get the results you’re looking for, then it is so worth the effort to work on your rewiring your brain.

    Now I couldn’t possibly cover the entire process of how to do this on the podcast, but it is part of the foundational training that all agents in my coaching program go through. I know without a doubt it is the key to success. I can give agents all the how to’s they need to build a thriving business…. but 97% of people won’t implement what they learn. They will just stay stuck in the same patterns of overwhelm, distraction and procrastination. There is a reason the top 1% of realtors make more than the other 99% combined and it is not rocket science ladies. They don’t hold some underground secret to success that you’re not in the loop on. They’re all doing different things too. There’s a 100 different ways you can build a successful real estate business. Lots of different strategies work.

    The only secret is…. that it’s not the strategies that get the results. It’s the consistent actions.

    One agent can make a million dollars a year door knocking, another one cold calling, another one networking, another one on YouTube, another one using google ads, another one using funnels, another one using social media. They all work! But ONLY when you’re committed to doing it consistently, day in and day out. That’s the only secret to be learned.

    The only thing that stands in the way of you reaching your goals is you. You and your habits are the only thing that will get in your way.

    So every time from now on when you’re feeling overwhelmed and find yourself getting easily distracted, I want you to ask yourself:

    Am I overwhelmed because I don’t know what to be doing? If so, figure out what season your business is in, prioritize projects and focus on one at a time.

    Are you overwhelmed because you don’t want to do what you’re being told? If so, decide if it’s because it’s not aligned with your values or because you don’t know how to do it or you’re scared.

    If you don’t know how to do it, either learn yourself, hire a VA to learn or hire a professional.

    If you’re scared or you’re just not taking action even though you know what to do and how to do it, there’s a limiting belief that is keeping you stuck and until you rewire the faulty programming in your brain, you will stay stuck in the same patterns that aren’t serving you. If you feel like you need help working through this, I do have spots opening up in my Attract Coaching program in September. You can sign up for the waitlist to be notified when registration opens and learn all about the program on my website.

    If you’ve been listening to this podcast for awhile, you’ll know that I end every episode with the more you learn the more you’ll earn. Well I’m changing it because it’s not entirely true. The more you learn, the more you’ll earn…..but only if you actually implement what you learn. Learning on it’s own isn’t enough, you’ve got to take consistent action to implement.

    If you’re enjoying the podcast, don’t forget to subscribe and as always I’d love it if you took some time to leave me a review on apple podcasts if that’s where you’re listening.

    Until next time.

  • Evaluating Real Estate Brokerages

    EPISODE 44

    Does Your Real Estate Brokerage Measure Up?

    In this week’s episode Jennifer talks all things real estate brokerages. Whether you’re new to real estate and trying to pick a brokerage or you’re considering a change or you’re perfectly happy where you are….this episode is jam packed with info for real estate agents at every stage.

    Listen Now:

    Show Notes:

    Download this handy interview guide to take the guesswork out of evaluating real estate brokerages, so that you can choose with confidence knowing you’ve asked the right questions.

    Curious what EXP Realty is all about?

    In the video below, Jennifer shares the straight goods without the sales hype, so that you’re better equipped to decide if EXP is the right real estate brokerage for you.

    Episode Transcript:

    Well hello there, Jen Percival here from the women rocking real estate podcast. Thanks so much for tuning in. Before we get started I just wanted to send a quick Special shout out to Anna, Ann, Daniella, Megan, Jodi and Rachel for leaving me recent reviews on iTunes. I so appreciate you ladies taking the time to let me know you’re enjoying the show and would love to hear from anyone else that is too.

    Alright you know how I like to run this show, no dilly dallying around, just straight to the point. today we are going to be talking all things brokerages – the good, the bad and the ugly.

    Now I have a quick story I want to share that I think is relevant to this topic in a backwards kind of way. My very first corporate job was at an iconic company here in Canada called Canadian Tire. I got hired as a communications specialist in their head office and I can still look back and say it was the best company to work for. I worked there for 6 years, which is on the short side because so many people stay for life, but they were seriously some of the best years of my life. The people were just amazing, my managers were all really supportive and I got promoted 4 times in those 6 years and learned so so much. In terms of job satisfaction and happiness, I was like a 10 out 10. But I always knew deep down that I was meant to be an entrepreneur. That was my calling and even though I was super happy where I was, I knew two things:

    Getting different experiences is never a bad thing. You don’t know what you don’t know and learning more will never hurt you.
    Secondly, I also knew that people usually make better decisions when they’re in a good place, than they do when they’re unhappy and in a bad place. When you’re in a bad spot, your decisions can be made from desperation & impulse, instead of intuition.

    So when head hunters started calling me, even though I was super happy, I decided to look at the opportunities. Because how do you know, unless you at least look? Now for the record before someone jumps on me that I’m suggesting you apply this principle to all areas of your life, like your relationship I’m not ok. This is not a grass is always greener somewhere else thing, but when it comes to your livelihood, you have to remember you don’t owe anybody anything. You don’t have the same commitments or obligations to where you choose to work. We spend a lot of our lives working, so we owe it to ourselves to make sure we’re as happy as we can be. And if we’ve only experienced one thing, we have nothing to compare it to.

    So I took one of the jobs that was offered to me and it was a big promotion and a lot more money. I spent 3 years there and without going into any of the details, it turned out to be an absolute nightmare. When I got pregnant and left for my first maternity leave, I remember packing up my office, shutting the door and saying out loud that I would never work for anyone ever again.

    Now some would say, well then obviously it was a huge mistake to have left Canadian tire and if I’m being honest, at the time it felt like that, but in hindsight it was the best decision I ever could have made….because it led me on my entrepreneurial journey to my real estate career. If I’d stayed at Canadian Tire I would have a totally different life and I would have probably been happy….but not happy like this. I wouldn’t have known any different, but now I do and I’m so grateful that I was open to opportunities and took those risks.

    We have to be careful that we don’t take being content and allow it to make us complacent.

    So whether you’re new to real estate and picking your first brokerage to work at or you’ve been at your current brokerage for years and are starting to think about making a switch, or you’re perfectly happy where you are, you should always know what else is at least out there. Now I’m going to be covering a lot of detail in this episode so if you’re interested I’ve created a checklist that you can use to help you compare brokerages and a cheatsheet with all the questions you should be asking. You can download it from the show notes for this episode.

    So when it comes to brokerages, what are your options these days?

    Should you go to a big well-known national franchise brokerage or a local boutique independent brokerage or a global virtual brokerage? I started my career at two national franchises and then ran my own boutique brokerage for 5 years and now I’m at a global virtual brokerage, so I can share some insights on this topic.

    Depending on the city you live in, you may have
    dozens of brokerages to choose from or only a
    handful. My advice is to invest the time and check out all of your options before making a decision. How do you know what’s out there unless you compare and contrast?

    It used to be that national franchise brokerages provided instant credibility and that was a big draw for new agents. That has changed dramatically in recent years and while that may still be true in smaller communities, sometimes it can actually work against you in big urban centres.

    In order to stand out in real estate, you’ve got to differentiate yourself. When you predominantly use your brokerage’s branding, it makes it impossible to stand out when everyone else is using the same branding. People are 100 times more likely to remember or recognize visual cues from logos, colours and fonts, than they are able to remember someone’s name. So you’ve got to uniquely brand yourself if you want to stand out.

    When you work for a big franchise bricks and mortar brokerage you definitely do feel like you’re part of something bigger and there’s something to be said for that. You have somewhere to physically go to see, talk and mingle with people. They have big office meetings, holiday parties and national conferences. Real estate can be a lonely business and these things can make it a little less isolating. However sometimes they’re so big, that you can end up feeling a little lost in the crowd and disconnected. Covid has certainly taught many realtors that they don’t actually need or in some cases, even want to go into the office. The culture at the first brokerage I worked at was so toxic that I only stepped foot in the office to pick up my commission cheques. But we’ll talk about culture more in a minute.

    This is why virtual brokerages have had such explosive growth in the last year. For agents that aren’t using or don’t want to use the brokerage’s office, a virtual option with the substantial cost savings is a great choice.

    Lastly, what about a local independent boutique brokerage? These types of brokerages tend to operate with a much more team-like culture, with more individual attention and can be a great fit for some agents. The key here is that you have choices and you should explore all three to really know what’s out there for you.

    Regardless of which of these options appeals to you, there are critical questions you need to ask when you’re looking at brokerages.

    QUESTION 1 – What are the Commission Splits & Fees?

    First and foremost is the obvious one – what are the Fees, Splits and often brushed over hidden costs? Brokerages are infamous for complicating this, making it extremely confusing to compare brokerages. But it’s often all smoke and mirrors, so make sure you do an actual spreadsheet to compare apples to apples. Look at various commission thresholds and calculate what your bottom line would be with all costs factored in. So if you made $5ok or $100k or $250k or $500k and above. To do this you’ll have to look at your average commissions and average number of annual transactions or if you’re new you can guestimatte them by average sale price. You’ve got to make sure you’re looking at everything combined – commission split thresholds, capping rates, desk fees, transaction fees, royalty fees, marketing fees, secret fees.

    Make sure you also look at things like capping rules. Many brokerages will put you on a higher commission split on the assumption that you will cap out, but if you don’t, they will claw back your commissions and that can be a nasty surprise where you end up owing them money you weren’t expecting. What about desk space or meeting rooms? Will you get access, are there any added costs? Will it be shared or dedicated? How is it managed?

    Question 2 – What Training, Mentoring & Coaching is Available?

    The next really important question, especially for new agents is around Training. A lot of brokerages will position their training program as the most cutting edge training out there. Don’t take their word for it. You need to ask lots of questions about the type and frequency of training. Is it in-house or outside training? one on one? group? online or in person? How often? What is the training on? Can you see the schedule? Who is it taught by?

    I can’t tell you the number of agents that reach out to me in despair after joining a brokerage that promised incredible training only for the agent to find out that the training was all about door knocking and cold calling and bugging their friends and family constantly asking for business. Training and coaching is only good if it’s training that you’re actually going to implement and use. If it doesn’t align with how you want to build your business, you’re either going to resent doing it and feel crappy all the time or you won’t do it period….but won’t know what to do instead. Where’s that going to get you? No where fast.

    What about Mentoring? Do they have a program, what’s involved and how much does it cost? Same goes for Coaching? Remember that training, mentoring and coaching are three different things. Dive into all three and understand their programs in detail.

    Question 3 – What Technology & Services are Provided?

    Alright the next critical question you need to explore is around the technology & services the brokerage provides its agents. This is a tricky one that you need to be careful with because Brokerages will try to sell you on the advantages of the technology and services that they offer their agents, but you don’t actually want to take advantage of some platforms your brokerage provides. Why not? Because they can handcuff you and make it really difficult if you ever want to leave. So the two pieces of technology provided by your brokerage that I don’t recommend you use are 1) your website and 2) in some cases your CRM platform either.

    Now you might be wondering why you wouldn’t want to take advantage of a done for you website to get you up and running as quickly as possible? Because if you ever leave, you will lose everything. I explain a lot more about real estate websites and what you need to have on them to start getting found online in other podcast episodes and I’ll link to them in the show notes but essentially you will lose all your content, all your listings and all your search engine rankings. You will have to start over from scratch and that can honestly destroy your online lead generation. You need to own your website from day one and I promise you it is not nearly as hard or as expensive as you think. I teach women how to build a WordPress real estate website from scratch in under a week for a fraction of what people will try to charge you.

    The other tech you might want to reconsider using from your brokerage is your CRM platform. Now if you’re just starting out and don’t have a ton of leads, you can use it temporarily. But as you start to grow adding leads and creating workflows and sequences you’re going to want to invest in your own CRM system that you own. Again what happens to all those leads and all that information if you ever want to leave? Do you get to take it with you? Unlikely! Basically when it comes to the tech that a brokerage is providing ask yourself if it will matter if you lose the content if you change brokerages. If the answer is yes, you don’t want it anyway.

    However there are other types of tech that are hugely advantageous and if the brokerage provides them, it’s a huge asset. I’ll give you just a few examples:

    • tech that can be used to send property deposits to the brokerage’s trust account using an app on your phone? Uh ya. Sign me up
    • Online appointment booking software that makes it easy for you, for other agents and for your clients to manage showings. Yes please.
    • Mobile apps to manage the electronic signing in at open houses that automatically sends the buyer the property details and your contact information? That’s helpful,
    • Weekly Online training through a virtual world. Heck yes.

    If it’s technology that’s going to make you and your client’s lives easier and more efficient, but you won’t lose critical data if you leave the brokerage, then it’s a great asset. On the flip side, be wary of brokerages that don’t provide any technology or they run outdated tech. There are incredible platforms out there that you absolutely should be taking advantage of and being handcuffed by a brokerage that is behind the times, can be a big liability in your business.

    When it comes to services that the brokerage offers and this is usually in the form of marketing materials and advertising programs, there is often a bit of a misleading benefit. If the brokerage provides an in-house service to design your marketing materials, but it’s cookie cutter and looks the exact same as everyone else in your brokerage, that isn’t a competitive advantage. Similarly if your brokerage provides generic content such as blog articles about the buying and selling process, not only does this not differentiate you, it can actually hurt you if you include these blogs on your website. Google penalizes websites that use content that can be found on other websites. If you want your content to work for you and to help you get found when people are searching for real estate related content, it has to be fresh, unique content using your voice and insight.

    What about advertising services? If the brokerage has an in-house provider that can manage online google and Facebook ads, what’s the cost and what do you get for it? When it comes to that stuff, the sales tactic they use, is that you should be leaving that stuff to the experts to manage so that you can free up your time to focus on what matters in your business. Well in my opinion one of the biggest things that matters in your business, is learning how to generate online leads on your own. Once you’ve got a steady stream of high quality leads coming in that are generating consistent business, then by all means outsource the stuff that isn’t in your genius zone.

    The last type of service that some brokerages are offering and again, there’s a cost to it, but it’s administrative help with drafting offers and submitting all the required paperwork. I don’t know about you, but the paperwork side of this business is the Bain of my existence. I cannot stand it, so any reasonably priced service that is able to do it for me is a complete no brainer.

    QUESTION 4 – How Much Autonomy is Allowed?

    Alright the next critical question you need to ask a brokerage you are considering, is around how much Autonomy you’ll have. Brokerages run the gamut on this from not caring about any thing you do, to controlling absolutely every thing you do. I am a control freak myself, so I don’t like being told what I can and can’t do. Understanding upfront what their rules are is really important. – will you be allowed to brand yourself and have your own branded marketing materials? Are you allowed to have your own website? What about a YouTube Channel? What about the commissions you charge? Do you get to set them? I know of brokerages that charge commission splits based on you charging full commissions, even if you didn’t get full commission.

    QUESTION 5 – Are Leads Provided?

    The next question that you need to ask is about Leads. Does the brokerage ever provide them, if so, how often and how are they distributed? If they are provided, is the commission split different? Is there an opportunity to do desk duty where you’re the agent on duty and any walk-in or call-in leads are directed to you? What about open houses – what system do they use, if any, to communicate opportunities to host open houses for other agents? Typically in big brokerages you’ll rarely get leads because there’s just too many agents to distribute them amongst, but in smaller boutique brokerages you may get regular leads.

    QUESTION 6 – What is the Culture Like?

    The next question you need to ask the hiring broker is about the brokerage culture. Is it collaborative & supportive or combative & competitive? Gossipy or team spirited? Are the more seasoned agents willing to help new agents out? Or do they actually try to hinder your success? Don’t underestimate the impact the brokerage’s culture – it can truly make or break your happiness. You are going to come across all sorts of characters in this business and it’s really important to surround yourself with supportive, like-minded people who have a mindset of abundance and not scarcity.
    It’s one of the things I absolutely love about the brokerage I’m at. It is structured to not only encourage, but actually reward agents for helping develop others at the brokerage. The revenue share model of when you do well, I do well is the exact model brokerages need to help develop great agents.

    But know that when you ask these questions, the broker is going to try and tell you that the culture is great, they’re not likely to be honest if it’s a toxic office, so I recommend you ask to speak with some new agents that have been there for about a year and see what they have to say. They’re more likely to give you the straight goods.

    QUESTION 7 – What Benefits Are Provided?

    Alright the next area you need to ask is about other Benefits that they offer. And I’m not just talking about the obvious like health benefits, but what about the less well-known benefits that brokerages are starting to implement for attraction and retention? Is it a publicly traded company and are there any stock option benefits? I am a huge believer in diversifying your income stream – especially in real estate when incomes can go up and down so much. It can be really hard to put money away for retirement and stock option programs are a great solution, provided of course that it’s a solid company with great growth potential. What about revenue or profit sharing? The way some companies are structured, like the brokerage I work at, there are revenue share programs that allow you to earn passive income in your sleep. What about rewards? Are there any other benefits provided that could be of benefit to you?

    QUESTION 8 – What Changes When I Scale My Business?

    Alright moving along, the next critical question you need to ask a brokerage you’re considering is what will happen if you want to bring on a partner or start scaling your business and build a team? You might not be there yet, but you need to know how it will be handled if and when you get there. What happens with your splits, transaction fees and any other costs? If it’s a partnership, are your sales allocated evenly or does only one of you get the credit? Are there any other implications that could affect things? I know of one partnership that split up and because all of their sales were allocated to just her partner, when she left to join another brokerage she didn’t qualify for their highest commission split plan, even though she would have, if she’d been on her own. These are important things to consider and keep in mind.

    QUESTION 9 – What’s Included In The Contract?

    Alright the last and most critical topic you need to cover is what happens if and when you want to leave? When you join any brokerage, partnership or team, you always have to have an exit strategy in place. You may choose to never leave, but when you don’t have a viable exit strategy, you lose your power and you become stuck and trapped. It’s not a good place to be. A better place is to know you can leave and that you’ll be fine if you do leave. When you know you have choices, you make better choices. So join every brokerage preparing to leave and know exactly what will happen if you do. Ask questions about how much notice you need to give? What happens to any pending deals? When I left my first brokerage I was on a 90 / 10 split and had about $75 grand in commissions on pending deals when I switched companies. Well they put me on a 60/40 split for all those deals under the rationale that I was no longer on a plan and so it reverted to their standard split for those deals. That was a big hit but when I looked at the small print in my contract – it was there, so there was nothing I could do about it. So that’s one warning to look out for, but what about capping requirements? Will they claw anything back if you’re mid-contract? Also, What happens to any leads in your CRM, will you be able to download them all and take them with you?

    The bottom line is to Make sure you have everything is in writing, read your contract carefully and make sure you understand what you’re signing. It’s never a bad idea to get a lawyer to read it over as well. Also if you’ve discussed something that isn’t in the contract, add it and get them to initial. Don’t leave anything up to a verbal agreement. It’s just like real estate, if it’s not in writing, it doesn’t exist.

    So as you can see there’s a lot of things to consider when you’re researching brokerages. It is a competitive business and brokerages are getting more and more creative when it comes to attracting agents. If you don’t know what’s out there, you could be missing out on an opportunity to join a brokerage that offers way more than you’re even aware of. As I said at the beginning of this episode I’ve been at 4 brokerages throughout my real estate career and every one of them was completely different. As some of you may know, I’m at EXP realty now. If you’re in the united states I’d be very surprised if you have’t heard of them, but for those listeners in Canada you may not be as familiar because it’s newer here. For me personally, after hearing the business model I was immediately a hell-yes. I have always been entrepreneurial by nature. I’m always looking for ways to diversify my income stream and make passive income anywhere I can, so EXP was a no brainer. So I joined in the fall of 2020 and until now I haven’t spoken publicly about it. Why? Because I do not and will not endorse anything that I haven’t personally tried and liked. I needed to make sure that first and foremost EXP was a great real estate brokerage. The company and its agents will only do well, if it’s a great company and if it attracts great agents. I am not going to endorse something I don’t believe, which is why I never tried to attract anyone until I knew what they’d be getting into.

    I will say that EXP has developed a bit of a reputation out there and in all honestly it’s really unfortunate. It’s an incredible business opportunity, but unfortunately great opportunities usually attract agents who end up giving it a bad name in their overzealous excitement and that can sometimes overshadow the opportunity. People get turned off by some of the aggressive recruiting tactics and don’t even take the time to understand the opportunity and that’s really unfortunate.

    We’ve created an amazing community of women at EXP and meet every monday morning for support, coaching & accountability. It has ended up being the perfect fit for me and I personally couldn’t be happier. Is it for everyone? No of course not, but if you’re curious and want to learn more about the company and just get the straight goods without all the hype, I did create a video explaining what EXP is all about. I’ll link to it in the show notes for this episode.

    Also don’t forget if you want that checklist and cheatsheet, you can download it in the shownotes or from my website at womenrockingrealestate.

    If you haven’t checked out the real estate brokerage EXP, do yourself a favour and watch this video and if you’re new to real estate and want to know what the heck to focus on after you’ve picked a brokerage, check out this video for my first year in real estate roadmap.

    I’ll see you there and remember, the more you learn the more you’ll earn.

  • How to Use The New Instagram Guides Feature In Your Real Estate Business

    EPISODE 41

    How to Use the New Instagram Guides Feature In Your Real Estate Business

    In this episode Jennifer shares tips and ideas around how to create cornerstone content that helps you get found online and then re-purpose that content using the new Instagram Guides feature.

    Listen Now:

    Show Notes:

    • Learn more about my ATTRACT™ coaching program for women in real estate here.

    • Learn more about EXP Realty here.

    • Purchase my Planned with Purpose™ real estate planner here.

    Episode Transcript:

    Well hello there, you’re listening to the women rocking real estate podcast, I’m so happy to back on the air. You may have noticed that I’m publishing less episodes these days and I so appreciate everyone that has reached out and all of you that have left me amazing reviews. Don’t worry I’m not going anywhere, but this year I am going to be launching a youtube channel. Hey I preach about you guys doing it, so I have literally spent the last 6 months learning everything there is to know about youtube and the formulas and the algorithm and the do’s and the don’t’s. 

    Alright you know me, I don’t like wasting time, so let’s get to it. Before we do though…..

    If you are one of my coaching clients you are not allowed to listen to this episode, because it is a shiny object that will only get you distracted from implementing your Big 10 in your business. So turn this podcast off, stay in your lane with your blinders on and focus on what we agreed you’ll be working on.

    As for the rest of you, today we are going to be chatting about yet another new feature that Instagram has released called Guides. I will be posting a youtube video on how to actually create one step by step, so you can check out my channel to watch that.

    What is Instagram Guides?

    Been around since May of last year but only recently rolled out to everyone Kinda like a collection of posts that all relate to the same topic.

    You can create three types of guides: Places, Products and Posts. For us realtors, we’ll be mostly using the places and posts types.

    In order to create a guide You need to use existing posts, reels or IGTV videos to create them so you can only create a guide from posts you’ve already created. No you can include posts from other peoples pages as well, but ideally you want a lot of the content inside the guide to be your original content.

    Why is it a great new feature for Realtors?

    It allows you to resurrect old content and get it working for you again.

    It allows you to create value with your content. Instead of just throwing content together for the sake of posting, if you are thinking you want to create a guide, you’ll have to be much more intentional about the types of posts you’re uploading. It will force you to have a bigger purpose for your content and I love that. I think so many of us do it backwards. We feel like we should be posting something, so we try to think of something to post. Whereas if you start at the end and think about what you want to ultimately create and then figure out what posts you’d have to make to put it together, that’s much more efficient and purposeful

    Alright before we get into the nitty gritty of how we can actually use this new feature in our real estate business, I really feel the need to back up the bus and put some parameters in place.

    You should not spend time and energy implementing this new feature if you do not already have a solid core content strategy in place. You will hear this from me over and over again and it’s that real estate agents are infamous for spending an inordinate amount of time on social media creating posts and stories thinking it’s going to help them grow their business and attract leads. In the vast majority of cases it won’t. Why?

    Social Media Platforms are not search engines.

    People do not go onto Instagram and do a search to try and find a real estate agent.

    Where do they go? To google. If someone wants to educate themselves on the process of buying or selling a home, they don’t search on Instagram for that information. They search it up on google which is the biggest search engine in the world and often they will also look for information on YouTube which is the 2nd biggest search engine in the world and it’s owned by Google.

    So the very first thing that you need to be focus on in your business if you want to start attracting leads without door knocking, cold calling or bugging your friends and family for business is to figure out how to GET FOUND. The fastest way to grow online leads is to go after what I call the low hanging fruit first, and create real estate specific content that people are actually searching for. To do this, you research what people are searching for and then you create that content, so that they find you when they’re searching. They are the low hanging fruit. They are warm leads who are already in the market and they are actively searching for someone just like you. Make it easy for them to find you. Where’s that? Your website.

    You’ve got to have your core content optimized on your website first. What is that content? It’s your about page, it’s your services pages, it’s your neighbourhood and community pages and it’s any pages you have dedicated to the type of properties you want to specialize in and farm. If you want to specialize in new development, you need to have pages on your website dedicated to every new development project in your area. If you want to be the main listing agent in some condo buildings, well you need to have dedicated landing pages on your website that go into great detail about those buildings. I have one page on my website that I created about 8 years ago and it generates about 50% of the online leads I receive. One page that I haven’t touched in years and it still ranks number one in the search engines when someone googles it. When you’ve got the right content on your website and you have figured out how to get it to rank high in the search results, it is a money train that will work for you on autopilot for years. Would you rather generate leads on autopilot in the background or would you rather get on the marketing hamster wheel where you’re constantly having to work to generate leads?

    Once you have your cornerstone content done, the next content you need to prioritize is blog content. If you’re not creating blog content or you’re not being strategic about the type of content you’re creating, you’re missing another opportunity of attracting that low hanging fruit. One mistake a lot of realtors make when creating content like blogs, is when they write about things that interest them. Once again, you need to create content that people are searching for. Now there is a whole strategy around how to figure out what type of content you should create and I do cover it in detail in my ATTRACT Coaching program, but I will completely hijack this episode if I go into more detail.

    My point here, is that I don’t want you to do any of this stuff I’m going to be talking about in this episode until you have your core content basics down pat. Focus on getting found first. If you don’t have a solid foundation of core content on your website, that will help you get found, you shouldn’t be focusing on your social media strategy. Yes of course social media content is important but only AFTER you’ve got your core content strategy nailed down and it’s starting to generate business for you.

    Alright the other thing I want to emphasize when it comes to creating any type of content is that I want you to start thinking about creating content that is going to work for you in multiple ways, not just one. The key is to try as much as possible to create one piece of content and then to repurpose that content across multiple platforms and use it in different ways to kind of squeeze everything you can get out of it.

    I promise there is a method to my madness and I am going to get to how all this works with Instagram guides, but we have to back up before we get there.

    Let’s use a real live example to see how those would all work.

    Let’s say one of the things you wanted to specialize in your business was lakefront properties in a particular area. You want to be known as the go-to agent for anyone looking to buy or sell a waterfront property on the lakes in a region.

    The first thing you would need to do is create a landing page on your website for each and every lake that you want to focus on. This is called cornerstone content. So if there’s 10 lakes in that area, you’d create 10 pages on your site and then you’d provide everything anyone could ever need to know about the lake, the community, the types of properties, the fishing, the water depth, the boat traffic. Everything. 

    Once you’ve got the content set on the page, Next you would create a YouTube video about that lake and the community. You would turn all of the written content into a video for people to learn visually. Well now when anyone searches anything about that lake, if you’ve done it right, chances are high that your website will rank pretty high in the search results. 

    But we don’t just want to use that content once on your website. We want to repurpose that content across other platforms. So we post that video on Facebook and on LinkedIn and on IGTV on Instagram.

    The next thing you might do is write a blog about your Favourite 5 places to visit on the lake. In that blog you would reference the lake numerous times and link back to your cornerstone content page. Say one of your favourite places was an ice cream shop and another was a home design and decor shop. Well you would feature both those business in your blog with links to their site. From this piece of content, you would create a graphic about the blog and you would post it on your Instagram feed with a link to your blog article. You might also create an Instagram reel highlighting the five favourite spots and again referencing the blog.

    So now you’ve got two pieces of permanent, evergreen searchable content on your website that is going to get you found. And from those 2 pieces of content you have created posts for facebook, linked in and a post, an IGTV video and a reels on instagram. And now you are finally able and ready to create your first guide.

    I told you I would eventually get here.

    On Instagram you would now be able to create a guide on Lakefront Living in Happyville. And in that guide you would collect all of the content you created about Happyville in your posts, in your reels and in your IGTV videos and you would put them in order and with captions and more details about the posts. When you’re creating the guide, you could also include posts from the profiles of some of the businesses or places you visited in original blog as well. So you could for example include pictures from the ice cream store’s Instagram profile.

    The purpose of these guides, is to create unique, authority-building, valuable content that is going to resonate with your ideal client.

    But you’ve got to do it in a way that you are maximizing your efforts. You’ve got to create this content on your website first and then repurpose it from there. That way it’s going to be working for you on your website to get found AND on social media to build authority and those know like and trust feelings. Doesn’t that make so much more sense? You’ll get twice the results with half the effort.

    Ok so the example I just gave was how you can create an Instagram guide around a location. But you can use the same concept to pretty much create any type of guide. 

    I want to pause for a second though and shift how you think about this. Here’s what I don’t want you to do. I don’t want you to finish this podcast and go brainstorm a bunch of guides that you could create. I want you to brainstorm what type of content you need to create to get found on your website first. And then I want you to think about how you could repurpose that content and turn it  into a variety of posts, reels and IGTV videos. Once you’ve got that content on Instagram then think about how you could collect them all together and create an Instagram guide. Your first priority is to create content to get found. 2nd priority is to maximize your effort and repurpose that content on social media.

    So I gave you an example of how to turn a location niche that you want to specialize in into a guide, but what about your ideal client. What type of content should we be creating to attract our ideal client?

    Let’s use another example. Say you wanted to focus on working with first-time home buyers. In order to create content that really resonates with them, you have to understand their pain points and how you can solve them. Content that doesn’t answer a question, address a worry or concern or provide a solution to a problem, falls flat. It’s content for the sake of content and it won’t resonate with or therefore attract your ideal client.

    However when you create a piece of content that addresses one of your their worries or fears, it feels as though you are speaking directly to them, the content resonates deeply for them and they grow those know, like and trust feelings. 

    So when you’re thinking about attracting a first-time home buyer, you brainstorm all of the things they should know about the process of buying a home and you create blog content answering those questions, addressing those concerns and educating them. Ideally you create videos for each of those blogs and then once again you repurpose that content across your social media platforms and on Instagram through carousel posts, IGTV videos and reels. Once you’ve got a bunch of content for First time home buyers, you create an Instagram guide and collect all of the content under one guide. Voila. Now you have an educational guide to attract, provide value and build authority with your ideal client.

    Now one thing I will point out. At the time of this recording you can only use posts and IGTV videos or reels that you have either shared to your feed or that you have saved. So as you’re scrolling through Instagram, if you see something from someone else that you’d like to add to a future guide, make sure you save it and you’ll be able to add it later.

    So hopefully this will start to get your creative juices flowing. But again, please please focus on creating your core content first and let it be the source of most of your social media content. Not all obviously, but most. Trust me, it will actually take a big wait off your shoulders of wondering what to post all the time. Use your core content on your website as inspiration and have a strategy about it. Everytime you post something ask yourself what it’s purpose is. If it’s not to educate, entertain, build authority or nurture your audience, don’t post it.
    If you’re ever feeling like you have so many ideas but find yourself going in circles and not really making progress on anything. If you feel like you need help getting clarity and an action plan for what to focus on first and how to better manage, organize and run your business, you can book a discovery call to learn about my ATTRACT coaching program. Although my one-on-one program is completely full, I do have a few spots available in my small group program which only has 5 women per group, so you still get loads of one on one time, but you also get the support and accountability from the small group.
    Also don’t forget to look me up on Clubhouse and follow me to be notified the next time I host a room. I’d love to be able to talk with you live!
    Alright that is all for today, I hope you’ve got some inspiration for content you can start creating to get found and to nurture your leads. Remember the more you learn, the more you’ll earn.
    Until next time.
  • 7 Tips To Get More Consistency In Your Real Estate Biz

    EPISODE 40

    7 Tips To Get More Consistency In Your Real Estate Biz

    In this week’s episode, Jennifer shares 7 tips to help you achieve more consistent results in your real estate business in 2021.

    Listen Now:

    Show Notes:

    • Enter the contest to win one of my Planned with Purpose™ real estate planners by downloading & posting this Instagram Story Template.
    • Learn more about my ATTRACT™ coaching program for women in real estate here.
    • Learn more about EXP Realty here.
    • Purchase my Planned with Purpose™ real estate planner here.

    Check out these episodes:

    • Episode 9 – Money Mindset & Money Management in Real Estate
    • Episode 15 – The Key to a Fulfilling Real Estate Career
    • Episode 37 – My Secret Goal Setting System & Productivity Plan

    Episode Transcript:

    Well hello there and Happy New Year to everyone that’s tuning in. I hope that you had a safe and healthy holiday. Although we did not spend time with our families like we normally do, we absolutely made the best of it and spent some real quality time together as a family. My daughter turned 14 just before Christmas and it has been so interesting to see how our family time has transitioned over the last few years. My kids are now 15, 14, 12 and 8 and we’re seeing glimpses of the future where the older ones are slowly becoming adults and you sort of hang out with them in a different way. We spent many of our evenings over the holidays playing card games that I actually enjoy – not like crazy 8s or go fish. And like their sense of humour is changing and becoming more sophisticated and they can banter with us. Even my 8 year old was able to keep up. Anyway it’s kinda cool and it was a great relaxing holiday up at the cottage and I’m feeling hopeful for 2021. I’m certainly not going to make any proclamations that this will be the best year ever, but I’m hopeful that there is an end in sight for the pandemic and that by the end of this year at least, we’ll all be making our way back to more normalcy.

    Alright, I actually had a totally different topic planned for this episode but when starting to plan for 2021, I asked agents what the number one thing they wanted for their business this year. If they could have one thing in their business, what would it be? Well the most common thing I heard about was Consistency so I decided to change up today’s episode and make it about that.. Lack of consistency is so common amongst realtors, so in today’s episode we’re going to talk about consistency and the 10 things you can start doing TODAY to achieve more consistent results in 2021. Now I’m going to be giving something away at the end of this episode, so stick around and listen to the whole thing to learn more and get in on the give-away.

    Tip #1 – Change your perspective.

    The first thing I want you to do, is to change your perspective on consistency. How you view consistency in your business, has a very direct impact on how you tackle it and how you perceive your results. For starters, the very nature of real estate is inconsistent, so if you’re expecting or hoping it can become something it’s not capable of being, you’re setting yourself up for disappointment. Real estate is seasonal, it’s cyclical, it ebbs and flows and it’s very often unpredictable. You’re never going to be able to change the forces that make it inconsistent, so you’ve got to learn how to better manage the inconsistency, so that it doesn’t FEEL so inconsistent and so that it doesn’t have such variable affects on your life. Does that make sense? So the first thing is to normalize the inconsistency a little and to plan for it. That means getting into really good money management habits. If you haven’t read the book Profit First by Michael Michaelowitz, go grab a copy and put it into practice in your business. You’ll be so happy you did.

    The other really important piece around changing your perspective on consistency is remembering that in order to get consistent results, you need to take consistent ACTION. Everyone always wants the results and so that’s naturally what they focus on. But the results you see are just an outcome. They are just the effect of your actions. So the most important thing you can do next year, is to switch all of your attention and energy to taking consistent action. When you do that, the results will come. So if we know that it’s all about taking consistent action, how do we start doing that?

    Tip #2 – Master your Mindset.

    I’ve talked in detail about this in a few different past episodes, but if you don’t intentionally do the work to remove limiting beliefs that you have, you will really struggle with taking consistent action. You will repeatedly get in your own way with distraction, overwhelm, procrastination, avoidance, overworking or perfectionism. In neuro-psychology, when you have a thought that is repeated over and over again with an emotion attached to it, your brain automates that thought as a belief and it gets stored in the subconscious part of the brain. 80-90% of the decisions that you make and the actions that you take are made from beliefs that you’re not even conscious of. And guess what comes from those decisions and actions? Your Results. 

    Let me give you an example of how this plays out. Let’s say you have an underlying subconscious belief that wanting money is bad. Somewhere along the way you learned that wanting money makes you less than and that you shouldn’t be driven by making money and that you should instead be motivated by other more, honourable virtuous, things. When you have that thought repeated over time and it’s combined with feeling guilt or shame, your brain automates it as a belief and stores it in the subconscious part of your brain. Well 80-90% of the decisions that you make and the actions that you take are dictated by that belief without your knowledge. So how do you think that’s going to impact your results? If you fundamentally believe that you shouldn’t want money and that you’re a bad person if you do, how do you think that’s going to affect your consistency in making money? You’re going to avoid taking consistent action and instead get easily distracted, procrastinate, etc. Your results come from your actions. Your actions come from your decisions. Your decisions come from your beliefs. Your beliefs come from your thoughts. If you want consistent results, it starts with your thoughts and beliefs, then you need to make consistent decisions and take consistent actions.

    Tip #3 – Make a decision & commit to it.

    So step number 3 is to make a decision that you’re going to take more consistent action this year. Decide that you’re going to tackle this head on and create a whole new version of yourself, one that takes consistent action. Make a decision that those old stories about why you’re not consistent, are going to change. Decide today and commit to taking consistent action.

    Tip #4 – Prioritize where to focus first.

    So now that you’ve changed your perspective on consistency, recognized the role that your mindset plays and made a decision to take consistent action this year, the next thing I recommend you do, is determine what season you’re in. When it comes to most businesses, there are different seasons that you go through when starting, growing and scaling your business. In my real estate coaching program the 4 seasons are  1) Attract 2) Convert 3) Retain and 4) Scale. When looking at getting more consistent results, you have to look at where you’re currently struggling with consistency.  So let’s go through each of them quickly:

    So in season 1 you are focusing on ATTRACTING business to you, this season is all about lead generation and creating consistent, predictable lead flow. This season includes all of the activities that you do to grow who you know and attract new business to you and includes all of your networking, marketing, advertising and prospecting activities.

    Season 2 is Convert and includes all of the activities that you need to do to convert those leads into clients. Things like building authority, influencing, negotiating, selling, decision making coaching and your buyer & listing presentations. It’s all the work you do, to convince people to want to work with you, as their realtor.

    Season 3 is Retain and it includes everything under the umbrella of keeping clients and getting repeats and referrals. So once someone decides to work with you, everything that you do from that point on, falls into Season 3. This would include everything from client communication to how you market properties to client satisfaction to keeping in touch after the sale. Are they thrilled with your service and would they use you again and refer you to their friends and family?

    Season 4 is Automate and it includes all of the things you can do in your business to automate, optimize and leverage people, systems & processes. 

    So if you want to see more consistent results, which season do you need to focus on first? If you don’t have consistent lead flow, then you shouldn’t be focusing your energy and time into building a new CRM system right? The key here is to look at your business and figure out where the sinkhole is. Where are people falling off? If you don’t have consistent lead flow, you’re in season 1 and need to focus on taking consistent action around ATTRACTing business. 

    If you do have consistent leads, but you’re struggling to turn them into clients, then you’re in Season 2 and need to focus on taking consistent action around your conversion activities.  

    Let’s say you’re attracting clients consistently and you’re converting them consistently, but you’re losing some in the process of buying and selling, some aren’t thrilled with you after the sale and they’re not using you again or referring people to you….well then you’re in Season 3 and need to focus your attention on getting more consistent in your actions around retaining clients.

    What if you’re doing all 3 great? You’re attracting consistent leads, you’re converting most and most are thrilled with your service? Well then you’re in season 4 and this is where things shift and you need to start looking at scaling, automating and optimizing your business, so that you can stop working so much and start enjoying your life a little more.

    So just to summarize, step 4 is to figure out which season you’re in: AttractConvertRetain or Scale and to focus on taking consistent action in that area this year, so that you can start to see more consistent results. Create a plan, work the plan and stick with it.

    Ok just to recap where we are at. In order to get more consistent results this year:


    Tip 2 was to MASTER YOUR MINDSET




    Alright moving along, tip #5 to get more consistent results in your real estate business is to get into routines & habits. When you’re just flying by the seat of your pants with no structure to your days, it’s pretty hard to be productive and take consistent action. That consistency starts with consistent routines and habits.  When you repeat things over and over it creates a habit, which creates a neural network in your brain and it becomes automated. The more you can automate routines and habits, the more you’ll automate taking action and getting results. For me personally, the most effective strategy around this, is to create routines and habits around planning my time. I have my morning routine which I talked about in a recent podcast and uses the acronym BEGIN – brain priming beliefs, exercise, gratitude, intention setting and nurturing. Then I block 3 hours off in my morning to work ON my business. I focus first on completing my Big 3 tasks for the day. 

    This is the single most important step you can take, to start seeing more consistent results in your business. You have to prioritize taking these 3 actions consistently every single day and when you do this consistently over time, you’ll be blown away by how much you accomplish and the outcome…..will be more consistent results.

    If you need a refresher on this strategy, I dedicated an entire episode to the process and it’s called My Secret Goal Setting System & Productivity Plan. Also in case you’re interested I also have a custom real estate business planner that was designed for realtors to follow this method step by step. You can purchase it from my website at and go to the shop tab.


    Moving along…tip 6 is to get accountable and level up. We are all human beings and like it or not, we tend to be much more productive and consistent when we are accountable to someone. When left to our own devices, we tend to get on our devices and start scrolling through Instagram mindlessly, instead of focusing on the actions we need to take, to get the results we want. This is why the structure of the working world is organized the way it is folks. If everyone in the world was just left on their own to do their work, without having a boss or anyone to oversee them and check on their progress how much do you think would get done? Like nada, zilch, nothing. The world would be a complete fricking disaster.

    So why do we think we can somehow do it on our own? We can’t, so don’t be hard on yourself for not being able to be super consistent and focused and have clarity and direction and direction all the time. You’re human. But do be hard on yourself for not doing something about it ok? Find someone to hold you accountable. Whether it be your broker, an accountability pod or a coach, decide today that you are going to treat your business like a business and get accountable. Now in order for this to actually work, you have to actually care what the person you’re being accountable to thinks of you. This doesn’t work with a friend where you get together once a month to laugh that neither of you did what you said you were going to do and you order a drink instead. Although those meetings are fun too, if you really want to start seeing consistency in your business, get serious about your accountability partner. You want to feel like you don’t want to disappoint them or feel embarrassed at your next meeting. Instead you want to impress them. This is where I find accountability pods are super effective. In my small-group coaching program, you’re not just accountable to me, but also to the other women in your pod. Do you see how that is more effective?

    Alright before I move on to the last tip, I also just want to add that another really effective strategy to get more consistent results, is to Level up and surround yourself with people who have already gotten to where you want to go. So try to hang around people who have done better than you and learn from them. If you’re new, start on a team or hire a mentor who earns a small share of your commissions or invest in a coach. Don’t expect to get that kind of mentorship for free, but if you are lucky enough to get it, make sure you practice good karma and be willing to give back and help someone get to where you are. If you’re always looking to get things for free, just be aware of the energy that’s attracting to you. If you’re not willing to invest in someone who’s helping you, why should someone invest in you to help them?

    There is so much free content on the internet, a lot of it crap, but you can find some really awesome, high-quality content out there. I learned so much about online marketing on blogs, YouTube and Podcasts, but I start to feel really guilty and uncomfortable if I’m taking more than I’m giving, so I always try to be mindful about that and if I’m getting a lot of value from someone, I will always give back and support their business somehow. 


    Ok the last tip I’ll share to start seeing more consistent results, is to focus spending more of your time on your genius zone activities and automating, delegating or eliminating the rest. As we know, it’s taking consistent action that gets us consistent results and we are MUCH more likely to take consistent actions that are easy and that we enjoy. So the more time you can spend doing the things that come easily to you and that don’t really feel like work, the better.  For everything else, look into whether you can automate it, delegate it or eliminate it. You might not be able to delegate it right away, but at least have an exit strategy. I created a whole podcast episode teaching how to identify and prioritize these tasks, so go back and listen to that episode if you want to learn more. I’ll link to it in the show notes.

    Alright just to recap 7 tips for getting more consistency in your real estate business,

    Tip 1 was to CHANGE YOUR PERSPECTIVE and recognize that a) some inconsistency is both normal and to be expected in real estate, so plan for it and b) to remember that in order to see consistent results, you need to focus your attention on taking consistent actions.

    Tip 2 was to MASTER YOUR MINDSET and recognize that if you don’t change your thoughts and beliefs that support the results you’re trying to achieve, you won’t make the decisions or take the actions you need to get those results.

    Tip 3 was to MAKE A DECISION & COMMIT TO IT. That’s the first step is to decide you’re going to take more consistent actions this year.

    Tip 4 was to PRIORITIZE WHERE TO FOCUS FIRST by identifying which season your business is in. Are you in season 1 – ATTRACT, season 2 – CONVERT, season 3 – RETAIN or season 4 – SCALE? Determine where the sinkhole is and prioritize your consistency in taking action on the activities that fall in that season.

    TIP #5 was to GET INTO ROUTINES & HABITS so that you take action on autopilot consistently. Have a morning routine and then block time every day in your calendar to work ON your business and tackle your Big 3 tasks.

    Tip #6 was to GET ACCOUNTABLE & LEVEL UP. Find a team, mentor, coach or an accountability pod and make sure it’s people that you respect and admire and want to impress.

    Lastly, TIP #7 was to FOCUS ON YOUR ZONE OF GENIUS and spend as much of your time taking action on things that come easily to you and you enjoy. For everything else, work towards automating, delegating or eliminating them.

    I promise if you put these 7 strategies into place for 2021, you will start to see more consistency in your business. But remember, it’s consistent action over time. When you start getting consistency in the ATTRACT season, you don’t just stop there. You then start taking actions to improve your consistency in the CONVERT season and then the RETAIN season and finally the Scale and then you retire. Just kidding….well kind of. The point is that there is always going to be stuff to improve in your business and it kind of transitions from a priority of growing your business to a priority of growing your time off to enjoy life as much as possible. The goal here is not to hustle till you drop. There’s a bigger and better end goal ladies.

    Alright before I sign off, I promised you I’d be giving something away at the end of this episode. You know the one thing I hate about this podcast, is that there is like no interaction with my listeners. I really wish you all could leave comments and ask questions, so that I could engage with you more and get to know you all better. Alas there is no way to do that, so I have to get creative. I would love to hear from you about what season you’re going to be focusing on taking consistent action this year….Attracting, Converting, Retaining or Scaling? Putting it out there is your first step of being held accountable and I’m going to sweeten the pie and give away one of my Real Estate Business Planners for free. All you have to do to enter is download the Instagram Story Template in the show notes, make sure you’re following me on Instagram @women_rocking_real_estate and and post it to your story tagging me.

    On January 11th I will select the winner and ship you your free planner! Even if you don’t want the planner or already have one, I still want you to DECIDE what you’re going to focus on this year, commit to it and share it with me on Instagram.

    Alright ladies, that’s it for now. I hope you enjoyed this episode and remember the more you learn, the more you’ll earn.

    Until next time.

  • How to End Your Year, to Set Next Year Up for Success

    EPISODE 39

    How To End Your Year, To Set Next Year Up For Success.

    In this last episode for 2020, Jennifer shares tips on how to wrap up the year & reflect on your results, so that you can set next year up for more success.

    Listen Now:

    Show Notes:

    Download the worksheet & pre-formatted spreadsheet for this for this week’s episode, by clicking the image.

    Ready to get clarity, set goals and have purpose every single day? My brand new Planned With Purpose™ daily planner for Realtors, will simplify your schedule and allow you to plan and track the actions you’re taking, so that you can start getting the results you deserve.


    1. Learn more about my ATTRACT™ coaching program for women in real estate here.

    2. Learn more about EXP Realty here.

    Episode Transcript:

    Hello hello, Jen Percival here and you’re listening to the Women Rocking Real Estate Podcast. How is everyone doing? Are you as excited as I am to finally put this year to bed? Last year on new years eve I honestly though 2020 was gonna be like the best year ever. I was so motivated and juiced and excited for 2020. Oh my god, little did we know what was coming. Well this time around the bar is pretty low, and I’m really just hoping 2021 will not be worse than 2020 was. Having said that though, I’m still excited for next year. I feel really inspired and motivated and excited about where I’m going to take my business. I personally feel really grounded and at peace and I am so confident knowing that I’m doing exactly what I’m supposed to be doing. There’s a lot to look forward to and I’m just going to focus on controlling the controllables and deal as best as I can, with everything else.

    As you all know, I gave up my office and closed my brokerage down this year and that meant moving back to working from home…..which I discovered very quickly did not work. When we bought the house we’re living in, I had an office to go to everyday and so being able to work from home was not a factor that went into our decision to buy the house we did. Well it’s very open concept and there is literally no where for me to go that is quiet. There are always children everywhere needing something from me… mummy, mom, mummy mom, mum, MOM! It’s honestly impossible to focus so I told my husband we either had to move or build me an office in the backyard….well he chose the latter and my little she-shed just got finished last week. Oh my god I love it. It’s beautiful, it’s quiet, it’s cozy, it’s organized and I am totally in my zone when I’m in there.  I truly believe having an inspiring workspace is critical to being your most productive self and to stay motivated, focused and inspired. So if you don’t have anywhere in your house that you can escape to and you’ve got the budget, I highly recommend looking into an office shed. You can also get creative and write it off as a business expense, but obviously consult with your accountant about that. It has definitely added value to our house, so I think it was a good investment all around.

    Alright the last episode I released was all about setting goals for next year, but in order to do that well, it’s always a good idea to pause and take inventory of how this year went. If you don’t take a good look at what worked and what didn’t, then how can you effectively grow right? So don’t make that mistake, where you just carry on doing what you’ve always done, without examining whether it’s actually working for you. 

    So in this episode, we’re going to look at what happened with your business this year, so that we can set next year, up for success. Let’s dive in.

    To make this process a little easier, I did create a worksheet that goes along with exercise, so if you want to pause this and go download it, you can find a link in the show notes or on my website at This exercise shouldn’t take more than an hour, but it’s super important, so don’t skip it ok?

    The first thing I want you do, is to reflect on what went well this year. Just jot down all the things, even if they were small wins, that you were able accomplish this year. We’ll get into your actual numbers in a minute, so for this step just focus on what your 3 biggest high level wins were.

    What did you get done that you said you were going to do?

    Were you more consistent with your routines?

    Did you revamp your website?

    Did you grow your Instagram following?

    Did you start building an email list and sending out consistent monthly newsletters?

    Did you get your finances sorted out and have better management over your money?

    Did you start transition your business from more leases to purchases?

    Next, what didn’t you get accomplished that you wanted to and why do you think that is? What stopped you from taking the actions that you needed to take? What’s getting in your way?

    Ok the next step when evaluating your year,  is to take a close look at all of your lead generation efforts and how many leads it actually generated for you and of those leads, how many converted into business. So I want you to think about absolutely everything you did this past year to generate business. Big and small. 

    In the worksheet I created, I have these listed a bunch of common lead generation activities to help you capture them all. So I’ll name a few here to give you an idea and get you thinking:

    • Door knocking: how many leads and how many deals
    • Cold Calling: how many leads and how many deals
    • Calling your sphere
    • Open Houses
    • Networking 
    • Referrals
    • Past clients
    • Sign calls
    • Postcards
    • Website 
    • Instagram, Facebook or LinkedIn 
    • YouTube
    • What about Paid leads and then break that down further to all the different types of paid leads

    You get the idea. I want you thinking about everything you did this past year to generate business and to see how it turned out.

    Now a few things to keep in mind….

    Don’t fall into the trap of thinking conversions need to happen right away and if they don’t, your effort was all for naught. My philosophy around building a long-term thriving real estate business is to make it a relational one, not a transactional one. That takes time, so much more worth it in the long run, but it doesn’t happen overnight. Think of it as planting seeds and then nurturing those seeds to build know, like and trust feelings. If you do that well, I promise you will reap a harvest. So just because a lead didn’t convert this year, if you didn’t lose them all together, continue to nurture them by providing consistent value and demonstrating your authority.

    So once you’ve gone through this exercise, I really like to plug the data into a spreadsheet and create a pie chart, so that you can visually see where your business is coming from. You’ll get a lot of clarity when you see it this way. To make this easy, I’ve also included a link to a google spreadsheet for you to complete this. When you open it, you just need to go to File > Make a copy. You’re also going to enter the number of deals that did transpire from those leads and that will give you your Lead Conversion Rate.

    Remember, information is power. You can’t build a successful real estate business blindly, you need to know your numbers, so if you’re not tracking this stuff, start. If you are tracking it, but not looking at it, start. Use this information to your advantage, it will help you tremendously when you’re planning and executing 2021.

    So once you’ve gone through and documented this, what isn’t working so well? What did you try that didn’t really give you a return and why do you think that is? Is it that it really didn’t work or is it that maybe you weren’t consistent with it?  When someone says to me, ya I tried writing some blogs and I didn’t get any business from it. Or I recorded a few videos on YouTube, but no one watched them or I did a few post card drops, but didn’t get any calls or I ran a couple facebook ads, but didn’t see any return. Well no, I’m not surprised that didn’t work. In order to truly know whether something worked or not, you have to do it consistently for at least a year, I would say. It takes time and patience to start seeing results from your efforts, so don’t do them haphazardly and don’t give up on them too soon. 

    Even if you did do it consistently and it didn’t work, are you sure you did it right? Just doing something, doesn’t mean you’re going to get results. Let’s using blogging for example. Just writing a blog for the sake of writing a blog is not going to get you results. The content has to be good, it has to be valuable and it has to be search engine optimized. You’ve got to write about stuff that people are searching for and you’ve got to use keywords that allow it to get found and ideally you want to embed a video into your blog so that you can take advantage of both google’s search engine and Youtubes. 

    So be careful not to write things off as not working, if you didn’t do it consistently for long enough and if you didn’t do it properly. Here’s another little reminder. If a strategy has worked for someone else, odds are pretty high it could work for you too. They are not one offs. So if it didn’t work for you, you need to figure out why? On the flipside, have you been doing anything consistently and properly and it’s NOT leading to any business growth? Instagram is a perfect example of this. You’ve heard me talk about how much time & energy most agents are putting into Instagram and for the vast, vast majority it does not give a return on the investment. I’m not suggesting that social media isn’t a tool you need in your tool box, but it must be a small part of your strategy and not your whole strategy. Make sense? Great.

    Ok the next thing you’re going to want to reflect on and figure out, are your actual numbers. Now most of you probably go through this exercise, but just in case you tend to skip it, we’re going to cover it because like I said before, you need to know your numbers and obviously that includes your gross commissions, but we need to dive deeper than that. We also need to know your profit, because as you know, your gross commissions are not what you take home. But in order to know your profit, you’ve got to know your expenses and I’m going to guess that a lot of you kind of skip over that metric. If you don’t, well done. But for the rest of us, myself included, we are  not running a legitimate business if we don’t know our bottom line and if we aren’t running our business profitably. Now I’m not going to go into the details about how to manage your money, set budgets and track expenses in this episode, but if this is something that you’re not currently doing, I want you to put it as one of your Big 10 goals for 2021 ok?

    Beyond your revenue and profit, it’s a good idea to look at your gross commissions and to drill down to get a better understanding of how it all breaks down. Obviously how it breaks down across buyers, sellers and leases, but also what your average sales transactions are across those categories, what your average commissions were across those categories and lastly when did those deals transpire. For that metric, I like to look at when the transaction took place and not necessarily when it closed. This will really help you know how you’re tracking throughout the year and if you always know that Q3 is slower than Q2, then you won’t panic when it happens. The key here is to just always have your eyes on your metrics and to recognize when things aren’t on track so that you can course correct in time.

    I know this process isn’t fun or sexy, but it is critical. You can’t expect to be running a successful business, without running & knowing your numbers. So once you’ve gone through this exercise, what have you learned and how is it going to change what you do in 2021? Do you need to make some adjustments to your plans? Do you need to refocus your energy on different things? Do you need to double down on others? Take this information and use it to your advantage.

    Alright this will be my last episode for 2020. I’ve got some big changes coming next year, so make sure you tune in at the start of January to hear all about it. I wish you all a safe & healthy holiday season. It is my sincere wish that we can all put 2020 behind us and ring in the new year with hope, motivation and inspiration to make 2021 better than 2020. Not your best year ever necessarily, just better than this year.

    Remember the more you learn, the more you’ll earn.

    I’ll see you next year!