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Transcript

Why Good Real Estate Agents Are Starting to Question Everything · The Real Estate Agent Playbook

• 0:00
  a lot of good real estate agents are quietly asking themselves
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  a question they probably aren't posting on Instagram
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  is this still worth it and I understand why
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  deals are harder listings are sitting
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  buyers are cautious AI is changing the job
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  but I don't think real estate is broken
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  I think the old playbook certainly is
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  and in this video I wanna show you three shifts serious agents
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  need to make if they're going to build through this market
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  instead of waiting for the market to save them
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  and I'm talking specifically
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  to the agents doing five seven maybe 10 deals a year
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  you've already proven you can help people and you can sell a house
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  the question isn't whether you're capable of doing this
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  the question is how do you build a business
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  that can do it predictably in this version of the market
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  because the frustration you're feeling is real
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  NARS latest member profile says the typical realtor
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  completed just nine transaction sides in 2025 nine
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  so if you're sitting at 7 8 9 deals and wondering why it feels
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  like you're running twice as hard to stay in the same place
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  you're not imagining it and this has been happening
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  while existing home sales have hovered just around 4 million annually
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  for more than three years now the slowest pace since 1995
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  that's the scoreboard but the scoreboard isn't
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  the part I'm most worried about I'm worried about what happens
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  when agents start taking market conditions personally
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  at first you say this market is hard
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  but after enough buyers disappear enough listings sit
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  enough transactions fall apart eventually that starts becoming
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  maybe I'm just not very good at this anymore
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  and that's where the confidence problem becomes dangerous
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  because once you stop believing your actions
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  can create a result your behavior changes
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  you don't make the database calls you put off the seller conversation
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  you stop asking for the appointment you disappear
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  from content you start changing strategies every two weeks
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  you buy another tool you watch another training you rebuild
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  another system anything except having uncomfortable conversation
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  that might actually move your business forward
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  I don't think most agents quit real estate all at once
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  I think they start quitting it one avoided conversation at a time
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  and then 6 months later they look around and say nothing works anymore
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  some of the old playbook really did stop working
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  or at least it stopped being enough
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  putting a listing in the MLS and waiting isn't a listing strategy
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  buying leads doesn't matter if your follow up is inconsistent posting
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  three random reels and then disappearing after two weeks
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  isn't a content strategy having 900 training
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  videos from your brokerage doesn't mean you have a business plan
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  and AI isn't going to organize a business
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  that you never organized in the first place
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  it'll just help you create chaos faster
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  so this is not a speech about working harder a lot of agents
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  are already working really hard and I see you and keep going
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  I think a lot of agents
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  are trying to run a 2021 playbook in 2026 market
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  and wondering why the scoreboard looks so different
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  the truth is the markets changed
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  the consumer changed technology changed
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  the level of service changed so our businesses have to change with it
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  and there are three shifts I think matter more right now
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  number one relationships over random opportunity NARS
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  latest member profile
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  says the typical Realtor got 28% of their business
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  from repeat clients and another 22% from referrals from past clients
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  that's half of the business
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  tied directly back to existing relationships
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  and yet we have agents spending
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  almost all of their energy trying to find the next stranger
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  on the internet
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  while barely communicating with people who already know them
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  I'm not saying stop generating leads
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  I'm saying don't ignore the asset you already own
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  your relationships matter more when business gets harder not less
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  and No. 2 systems over hustle your database needs a system
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  your follow up needs a system your listings also need a system
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  and certainly your content does
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  not because systems are sexy
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  because when the market gets difficult you need to know what happens
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  next without reinventing your business every Monday morning
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  working harder at chaos just creates more chaos
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  and No. 3 environment over isolation this one
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  has become more important to me the harder this business has gotten
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  because when you sit by yourself
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  long enough every problem starts feeling unique
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  you think you're the only agent whose listing isn't moving
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  cause you're watching it on social and you think everybody
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  is absolutely crushing it besides you
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  the only agent struggling with the conversation
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  the only one trying to figure out AI and the only one
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  wondering whether your content is actually worth doing then you get
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  around serious agents who are actually doing the work and you realize
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  no we're all dealing with versions of the same problems
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  now we can actually solve them
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  here's the perfect example of what we're seeing right now
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  we're seeing listings sit longer
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  and we're also seeing agents get frustrated when that happens
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  sometimes they almost start pulling
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  away from their own sellers because they don't know what else to say
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  that's exactly backwards
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  when the listing sits communication matters more
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  bring the seller the data
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  here's the activity here's the feedback here's the competition
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  here's what the buyers are responding to
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  here's what we are doing next
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  and sometimes the recommendation might be
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  we don't need to change anything
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  yet that's still a professional recommendation
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  because silence creates a vacuum
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  and your seller will fill that vacuum with Zillow
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  a neighbor or their brother in law telling them what they think
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  that you should be doing as their agent but when your seller
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  knows you're watching the property
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  analyzing the market and leading the process
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  they don't have to manage you
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  they get to be the client you get to be the agent
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  and while you're servicing that seller to high level
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  that listing is still creating content buyer conversations
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  neighbor conversations and future opportunities
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  a slow listing isn't permission to disappear
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  it's an opportunity to show what great real estate agents actually do
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  when the easy part stops being so easy that's adaptation
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  and that's what I mean when I talk about confidence
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  confidence isn't standing in the mirror telling yourself
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  you're a top producer confidence comes from evidence
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  evidence that when something gets hard you know what to do next
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  so if your business feels stuck right now I do 3 things
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  look at your actual numbers instead of how the business feels
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  conversations appointments agreements
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  contracts closings where is the business actually breaking
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  then pick one system to fix not 7
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  maybe it's your database maybe it's your listing process
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  maybe it's follow up and maybe it's content
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  but it may be that you are getting
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  appointments and not converting them
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  you have to find the leak work on that
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  and finally stop trying to solve everything
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  in isolation get around people who are actually doing the work
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  not people pretending this market is amazing when it isn't
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  and not people sitting around telling you the entire industry is dead
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  people who can look at the problem and say okay
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  what are we going to do about it
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  I'm not going to sit here and tell you real estate is easy
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  right now it certainly isn't
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  but I'm also not buying the idea that serious
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  agents can't build incredible businesses in in this environment
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  they certainly can the agents who stay just can't stay the same
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  and if you're watching this thinking I'm still in the fight
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  I'm just tired of trying to figure all of this out by myself
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  that's exactly why we built Carbon Collective
• 7:53
  comment pass below I'll send you a link
• 7:56
  to spend two weeks inside with us
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  come to the coaching listen to the conversations meet the agents
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  use the resources see what we're actually working through and
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  also if you need somebody to talk to
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  reach out let's have a conversation
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  this is what we do on the calls
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  we are all in this fight together
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  and sometimes you just need an accountability partner or someone
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  simply to listen to you vent
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  and maybe change your direction of your mindset
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  I'm not asking you to take my word for it so come see the room
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  and one of the biggest things putting
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  pressure on agents right now is AI
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  depending on who you listen to
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  AI is either going to save your business
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  or replace you completely
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  I don't think either one is true
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  I think AI is going to expose something
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  much more important about the way agents are running their business
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  and that's what we're talking about next
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  so check out that video when it comes out next week but ultimately
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  if you need anything
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  please reach out we would love to have a conversation with you
• 8:57
  but more importantly comment pass
• 9:00
  hit the subscribe button
• 9:01
  cause we're gonna be talking about all of this stuff the mindset and everything
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  we can do to not only
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  get through this market and survive
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  but to thrive in this market
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  because if you can learn to thrive in this market
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  with the people around you
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  in these rooms you can absolutely
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  expect when the market does shift
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  that you are going to be at the top of your game and you will not be disappointed in the
• 9:25
  results so let's have a conversation let's chat
• 9:28
  comment pass and I'll see you on the next video