Beginning in my second year as a realtor and for 12 years in a row, I earned between $590,000-$865,000 gross commission income, all as an individual agent. So, I’ve been asked more than a few times, “What’s your secret, Ted?”

I’ll reveal my secret here but, be forewarned, if you’re lazy and think you can skip to the end for the answer, you won’t get it. Please take the time to read this entire post. There’s something here that is my gift to you for 2024.

There is no one magic answer

Most realtors are in a never-ending quest to find the magic pill, the ONE thing that they think will massively improve their business and life.

Many think it’s social media. “If only I were better at social media, I’d have all the business I could handle!”

But, the reality is that 99 per cent of agents get a net-negative return on social media compared to the time and energy expended. It’s like being a musician or an actor: a thousand incredibly talented people struggle for every one who makes it big. 

I’m not saying you shouldn’t have a presence on social media. Of course, you should! But unless you’re already naturally social-media-savvy, you’re probably beating your head against the wall trying to learn a skill that feels alien.

Instead, you should be utilizing your valuable time to improve other more critical aspects of your business.

Improve these skills to improve your business

Organizational skills. Do you complete tasks and projects promptly, rather than simply reacting to whatever is happening on a day-to-day basis and never truly getting ahead of the game?

Follow-up skills. Do you have a system to keep track of prospects and naturally convert them into clients, over time, by being a skilled PVI (Provider of Valuable Information)?

Communication styles. Do you communicate with everyone in the same way? Or, do you understand how to modify your delivery to appeal to the 75 per cent of people who do NOT think the same way you do?

Pricing psychology. Do you know how to price your listings accurately and, more importantly, make this abundantly clear to your sellers?

Marketing. Do you know how to separate yourself from the crowd by producing the most compelling MLS presentations possible and then leveraging those listings to get more listings?

Website. Does your website clearly define WHO you are, WHAT you stand for and WHY people should hire you? If not, please tell me: what’s your website for exactly?

Listing presentation. Do you have a repeatable, easily modifiable listing presentation that makes you look like the only true professional in a sea of amateurs?

Referrals. Do you know how to produce a never-ending stream of referrals from your raving fan base?

Another year has passed. It’s time to get serious.