Why” Isn’t a Business Plan: How to Build a Successful Real Estate Business

Everybody tells you to “find your why.”

Know what motivates you. Know what drives you. Have a big enough reason and you’ll find a way.

But here’s the problem: your why isn’t a business plan.

On this episode of Counterculture Agent, Shaune Corbett and Devin Dubuc challenge one of the most common pieces of advice in business and real estate.
Motivation can get you started—but it doesn’t tell you who to call, how to generate business, how to follow up, what to do when things get difficult, or how to build something that can actually be repeated and scaled.

So what turns motivation into a real business?

That’s what we’re breaking down LIVE.
🎙️ Counterculture Agent with Shaune Corbett & Devin Dubuc
Presented by Loan Officer Success Live

If you’re a real estate agent who knows why you want to succeed but still feels like you’re constantly starting over, this conversation is for you.

Creators and Guests

Host

Devin Dubuc

Coach. Dreamer. Dad. Helping you own your worth and go after what sets your soul on fire🔥

Designer

Jennifer Rodriguez

Jennifer Rodriguez is the engine behind LOS.Live and The Mortgage Giants, leading everything from graphic thumbnails and episode descriptions to cross-platform distribution. With years of experience as an Office Manager and Executive Assistant, she brings organization, strategy, and innovation to every production. Mentored by Growth Leader Devin Dubuc for the past six years, Jennifer collaborates on branding and podcast strategies that help loan officers nationwide elevate their business. Known for her positive energy, adaptability, and commitment to growth, she is the trusted voice guests connect with throughout the podcast experience.

What is Loan Officer Success Live?

This isn’t another sales tips podcast.
This is Loan Officer Success Live - where mortgage and real estate pros come to master modern growth without the burnout.

Hosted by Devin Dubuc, Loan Officer Success Live is a deep dive into the psychology, strategy, and systems that build legacy-driven businesses in today’s market. Whether you're a high-performing loan officer, a rising agent, or an entrepreneur scaling fast, you’ll learn how to attract clients, grow income, and lead with brand, not brute force.

Real conversations. Tactical playbooks. No cold-call bro-hype. Just clarity, confidence, and creative firepower.

You don’t need a script. You need a strategy. Welcome to Loan Officer Success Live

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Welcome back to The Counterculture Agent

presented on Loan Officer Success Live.

Sean, man, brother, we've heard it all.

You gotta find your why.

What's driving you?

What motivates you?

Why are you doing this?

And listen,

I think we all have a strong why

and know why it matters,

but here's the problem.

Your why is not a business plan.

You can't have all the motivation in the

world,

but that doesn't tell you what to do

Monday morning to actually grow your

business.

So today we're challenging some of the

traditional advice and talking about what

it really takes to turn motivation into

results.

So Sean,

where do you think this whole idea of

finding your why has gone wrong?

Man, let's start with where it comes from,

right?

And I can't tell you the original origin,

but I've spent a number of years off

and on in different network marketing

companies,

and they always try to get people

motivated, you know, stay in channel,

stay focused.

You know,

how do I get them back in and

stay focused on where we're going?

And most people all have a financial

purpose.

So they, as part of the process is,

well, let's determine what your why is.

And once you have your why,

then when things start getting rocky,

because they will in all of our business,

things go off the tracks.

It allows us to recenter ourself and say,

this is why I'm in it.

That's it.

And I'm going to stay focused on whatever

my why is.

Yeah.

And I've used this and I know I've

had a lot of conversations with people

that get distracted or, you know, like,

hey, remember why you came into this deal?

And, you know,

and I've had a number of whys myself.

I mean,

I experienced a lot of those things.

But what I'm coming from is ultimately we

can have all the motivation we want,

but motivation and a why isn't

specifically going to help us achieve

anything without a plan.

So that's why the topic is your why

is not a plan.

We got to learn how to execute,

have consistency, right?

And, you know,

build traction inside of your business and

motivation comes and goes, right?

Consistency, determination,

and a clear cut strategy is what builds

success.

So let's talk about this, man.

So I want to close forty homes this

year.

How would you turn that goal into a

real plan, Sean?

So that is an actual plan, right?

I mean, that's a target.

That's not a why.

I specifically have production in mind of

where I want to go.

And you got to have a purpose for

doing all this.

Nobody volunteers.

I doubt you wake up every day and

said, man,

if I could do anything in life,

I want to talk to people about loans.

I don't think that's going to get you

out of bed.

I'm looking for a certain level of

financial freedom,

and my target is three hundred loans a

year.

Maybe for an agent out there,

my target is forty homes a year.

Now, to back that up,

we will say I want for me,

I would like to retire my wife from

her full time job.

um and and she can work and do

other things but she's currently a school

teacher it's a it's an important you know

career it's it's relevant it's been a

value add that she's given to a lot

of other people but the problem in her

space is that she makes less today than

she did eighteen years ago ouch anyone

else get into a career graduate college

start at your starting pay

And that starting pay with the

consideration of inflation after eighteen

years,

your net is less than when you started.

There's not very many professions that

that applies with unless you're working

for the government.

Right.

And that's been a real hard thing for

us.

We have four kids, you know,

and having her make less and her workflow,

her work expense and time that she spends

is at least twenty percent more than it

was when she started.

She's working harder.

Her income is declining.

And ultimately,

your goal is to find a way to

transition your business to where she can

take that time away.

And the plan is,

I'm going to close forty loans this year.

How do you make that happen?

And that question is really what agents

have to swallow.

What is your number?

What are you trying to accomplish?

I can give you specific things

you know,

on how to get there and how to

achieve forty homes a year.

But every agent has to determine what is

their number, what do they need to do?

My main focus here is that, you know,

whatever you are doing it for is

important.

You know,

they're all different elements to putting

together something that's going to create

a life changing opportunity.

But the why alone isn't going to get

you there.

So if we wanted to close forty homes

a year, well,

my simple advice is you have to work

backwards.

right you know what is it how many

people did i have to reach out to

to get to forty homes i mean that's

in simple terms normally the way we think

about it is it says well i had

to talk to you one hundred people to

get twenty appointments to get um you know

ten conversions right and and you can work

it that way uh to get to forty

homes it might be a really big number

you might have to hit you know five

thousand people over the entire year you

know just to get to

How do you do that?

So let's work the math backwards.

So we know the formula.

We know based upon our contacts,

it takes this many contacts to get to

one closed family, right?

One family in a home.

And I want forty of those.

OK,

and I know what that math looks like.

And let's say the number is five thousand

contacts.

Right.

Of course,

we can divide that up by the number

of business days in a year and we

can make those hours.

Who are we talking to, Sean?

What does that look like?

So every agent out there has to go

through this process.

It's like anything else,

you measure what you treasure.

Right.

If you don't actually evaluate and

determine what your numbers are in your

performance,

then you ultimately don't know where

you're going and how you're going to get

there.

You got to know these things, you know,

for our business, you know,

in order for me to get one converted

closing, then to work backwards,

it would take me two appointments.

Right.

And from two,

because we're about a fifty fifty on

appointments and then to get to two

appointments, I have to have double that.

I have to have four

lead conversations of people reaching out

to me.

Okay.

Not a cold, not a Zillow lead,

not an open house lead people that reach

out to me.

That's,

that's for people that reach out and to

get to the four people that are reach

out,

I might have to hit a hundred people

to get them, you know,

through advertisement,

through promotion and things like that.

So if I needed to reach a hundred

people to get to one closing,

then it would be a hundred times forty,

right?

That's four thousand people that I got to

get in front of.

make my value proposition of whatever it

is you know i'm the number one agent

i'm the sexiest agent in den county uh

arguably well and i've realized that a lot

of people are in the business they're

called what we call lifestyle agents and

they just you know have the image of

agency but they don't actually they don't

actually work agency they don't actually

do what it takes to sell

So now I know I've got to get

in front of four thousand people that are

my target.

They all have to be your target.

I can't just send you a lead, Devin.

I mean, you know, fifty agents, right?

It's not going to work with you.

But if you are in my avatar,

which is your ideal person,

you got to hit about four thousand of

them in order to get to one closing.

Okay.

So I've got a lot of questions here,

Sean, but I want to talk about this.

So you mentioned that at about a hundred

people that you've got to talk to

utilizing some marketing strategies,

you know,

for those people that are listening in,

what does that marketing strategy look

like?

How do you, and then we'll talk avatar.

Cause I think that's a completely

different situation.

know i i i pull them together so

you're welcome to kind of break it apart

and do it the way you're thinking through

it but for me is i have a

value proposition that i'm going to make

that particular buyer or seller whoever my

target is and i'm saying target that's the

avatar that is your ideal client if

So let's start with the avatar then, Sean.

Let's start with the avatar.

So an avatar is effectively who am I

going to focus on working with because I

have this proposition that's going to work

with this particular individual, right?

This is the person that I'm trying to

reach out to.

How do you define the avatar, right?

And then from there,

how do you find a hundred avatars to

get to your one funded loan?

I had to check my microphone.

I always forget.

Oh yeah, you're right.

It's good.

It's set up right.

So, so far we're doing really well.

You know,

I've made a marketing shift myself

recently.

Okay.

So most agents are,

they want to go out there and chase

buyers right now because buyers are very

scarce.

We already have plenty of listings.

There are more homes for sale in Dallas,

Fort Worth than there are actual buyers

interested in buying them.

Okay.

That's a problem.

And I know everyone's out there trying to

chase buyers.

I still have the reverse idea.

I still feel that fundamentally getting

sellers puts you in the driver's seat for

all real estate for the future because

sellers do multiple things.

They give you multiple transactions.

They give you access to other sellers.

They give you access to other buyers.

Buyers only give you one thing,

that closing.

Well, and sellers typically become buyers.

And certainly, that's one element.

I didn't even mention that.

But yeah, they sell.

They're going to probably need to buy as

well.

So that's multiple.

There's like five avenues that come out of

it.

And consequently,

to get that particular avatar

seller,

they cost four to five times as much

for each appointment.

And that's math that agents don't know.

They think they're all a dime a dozen.

They're not.

You're going to get ten to one buyers

over sellers.

In order for me to make that my

target,

then I'm also going to have to do

a price point, right?

My target is going to be someone that

calls me.

It's an instant connection.

This is really good advice for people out

there.

You need to have whoever your avatar is.

whenever they reach out to you should be

an instant connection.

They should be in a similar type

socioeconomic where and let's say you're

not living in a two million dollar house,

but you really connect

with luxury people.

And that is your avatar.

I mean,

I think most of us want to increase

our average ticket.

Who doesn't want to?

But I know for me,

I don't speak their language and they

don't listen to me on how to do

things because they know it all.

And I don't generally jive very well with

people in that stratosphere.

I just don't.

It's not your market.

So that's not your avatar.

Somebody else,

that may be the perfect avatar for them.

So defining what that is,

is going to be that core idea in

order to be able to create a plan

around that particular type of person.

So when they call you, oh,

you go to that church.

Oh, you're, you know, you,

your kid plays soccer.

Oh, your, your parents were ex-military,

whatever it is.

If you can find a way to define

that,

and then in your promotional things where

you give a value proposition to the seller

or buyer,

whatever your value proposition is,

meaning I'm gonna offer you benefits,

calling me, you get benefits, okay?

We gotta get off the,

my team sold lots of houses,

I look good, my videos are beautiful.

You've gotta offer real benefit to the

consumer for them to have a reason to

call you.

Okay, no one does this.

Everyone's always posting.

Look at me at my open house.

Look at my closing I just did.

I've just sold this many houses.

Look at this award I won.

Consumers don't care.

They do not care.

And it's not that they don't care about

you.

Your review,

five-star review is important.

but that's not going to be a reason

why they reach out.

Do we have any questions coming in or

anything?

Well, you know,

Dave just popped up and Dave,

we covered this earlier on, you know,

we do think the why is important,

so don't get it wrong.

You're exactly right.

It is going to give you, you know,

the pickup when things are hard,

you can focus on it and say, Hey,

this is why I'm doing it.

And we, we, we agree.

You need to establish the why,

but what we're also talking about is the

why doesn't give you a actionable business

plan.

Right.

And you know, that's what Sean's point is.

It's not that why does it matter because

why definitely matters.

We,

You can't do anything without a why.

I mean,

there's no reason to get out of bed.

Like I told you earlier,

you're not going to wake up tomorrow and

say, man,

I can't wait to do a loan.

That doesn't inspire you.

Maybe I do.

Yeah, I'll be honest with you, Sean,

but I do get excited about that because

that means helping a family, right?

And I think if you look at it

backwards and go, look,

I'm helping a family and not only helping

a family,

but I'm helping a family build their

generational wealth,

which is something that my family never

had.

That's something I can get excited about.

So part of my why, Sean,

is helping families achieve something that

my family didn't achieve,

which is generational wealth.

And you can do that through real estate.

And it does.

It allows you to get a Gucci hat

and build a collection of whiskey and

bourbons that would be the jealousy of

every cigar lounge.

i don't even drink yeah these are these

are really really important i and you know

i got really good in that network

marketing space because i could focus on

why with people really really well and get

them excited about you know why they're

doing it i used to always tell them

you know anyone's know uh your why is

greater than anyone's no okay and i was

talking actually it's funny before we got

onto this thing i was talking to a

roofer

was explaining to him this is the topic

we're actually going to talk about today

on the podcast is your why is not

a plan and i said you know for

you to go out and knock on a

bunch of doors you know just because

you're supposed to that's not very

incentive that's not an incentivized thing

but if i said

Your goal is to close five roofs this

month and you have to knock on twenty

doors every day to get there.

And to hit five roofs a month,

that means that you can put enough away

to do a vacation or whatever it is.

All of a sudden now it brings it

back to, okay,

I'll knock on my twenty doors so that

way I can get my five roofs this

month.

know and and all that that's basically

putting it together right i mean you have

a why but now you actually have a

systemized way of looking at it we went

back to how do i get to forty

transactions well you've got to hit four

thousand target people and you've got to

know your own numbers okay all this i'm

throwing out of thin air you know and

and some of it's working within the system

that i work in because we're very much

about the numbers and my systems that i

work in but

I'm putting it in layman's terms for

anyone out there to say,

how do I get there?

Okay, we'll work backwards.

How many do I need to get to

get to this, to get to a lead,

to get to a appointment,

to get to an actual closing?

And I'll tell you something real crazy.

This is another stat.

You ready?

Yeah.

This is mind-blowing stuff.

I'm sharing this live on the air.

It's great.

Fifty percent of all homes that were

listed in the MLS for twenty twenty six

did not close.

Hmm.

So half of every home will not even

close.

So when you're meeting with a seller,

you better tell them that during that

meeting and say, hey, by the way,

we have a fifty fifty chance of getting

it sold if we don't have a plan.

all of a sudden the seller is going

to get a lot more realistic about their

price and what we need to do to

get the home actually ready to list.

Well,

don't even get me started with that

because, you know,

one of the things I always talk about,

Sean,

is you've got agents out there that are

afraid to tell the client what their house

should really be marketed at because

they're afraid they are going to go to

the next agent that promises them a better

price.

And that very well may happen.

But I think if you educate them exactly

like what you're talking about, you know,

did you know that fifty percent of the

homes that go on market never actually

sell?

right that's a great way to lead right

into that conversation and say look we've

got to price your home right specifically

because if we don't and it sits out

there it becomes part of that other fifty

percent so i know this is where you

may want to lean into based on my

expertise of the market what's going on

what's happening in this neighborhood this

is where the home should be marketed today

so we can have an aggressive start to

your plan now

I know you have a whole different

proposition and we could talk about that,

you know, another time for another place.

But I do think that marketing the home

at the right price out of the starting

gate helps the agent and helps the client

because now you don't have a home that

sits for weeks and weeks and weeks.

Eventually has the price reduced, right?

Only for people to start to question why

has it been on the market for so

long and why are they cutting the price

down?

right they're cutting the price because

they should have done that from the start

they should have come right out of the

starting gate with the appropriate price

and i had a situation personally that took

place a little over a year ago with

the property that i was marketing where my

real estate agent told me what i wanted

to hear not what i needed to hear

and when i got with the right agent

we sold the home within two weeks

It matters.

And it does matters.

I always tell people if we don't list

at the right price,

we're all going to be mad at each

other.

That's it.

And I only do and I only take

clients on for one purpose and my in

my my actual compensation or five star

reviews.

Yeah, that's my compensation.

I do everything for the five star review.

That means that I will set up the

expectations from the beginning.

If I meet these expectations you give me,

then I want to make sure I get

a five star review because that's how I

get compensated.

I love it.

That's how the business gets compensated.

That's how your future gets compensated.

I want to go back to something else

you were talking about,

and that's about knowing your numbers.

You know, it's funny.

One of the things that I think you

know about me, Sean,

and some of my listeners may know as

well as I've run call centers for over

two decades.

That's what one of my talents is,

is building and running structured call

centers.

And when I would have loan officers that

would come to me and say, well,

you know, Devin,

I'm stuck here and I can't get past

this number.

We'd just work those numbers backwards.

So effectively,

what we'd do is we'd sit down and

go, okay,

this is how many calls that you've taken,

right?

This is your closing ratio,

and this is how many loans you closed.

So let's do the math backwards.

It takes you this amount of calls to

close a loan.

Now,

what would happen is sometimes that number

would be variant from somebody else.

Like we may have somebody who's just an

excellent salesperson,

and their number might have been twelve

calls,

while this person's number could have been

twenty calls, right?

Now,

the problem is you get the guy with

thirty calls.

We got to let that guy go because

he's just not converting business the way

that he should be.

Right.

But at the end of the day,

if you knew that it was going to

take twenty calls,

that was your mission every day.

You're like, hey, look,

I want to close X amount of loans

and I'm going to take twenty calls to

close one funded loan.

I need to close this many loans.

Here's my number.

This is what I'm doing for the month.

And then you divide that out and say,

I'm taking this many calls per day, right?

As long as the company is providing enough

business for you to be able to do

that.

And that math works.

And you would see people literally go from

funding four to five transactions a month

to ten transactions a month simply by

following that format.

And that's what you're talking about.

What you're talking about is know your

numbers inside of your business so you

know exactly how many people that you got

to talk to to be able to fund

or close one transaction, right?

And now you can use that formula to

determine this is how we're going to get

there.

So you mentioned marketing.

um for your particular avatar what does

that kind of what does that marketing look

like i'm an agent i'm trying to figure

out how to get to that next level

i've got to get a hundred leads to

fund one loan let's say that's their

number how do they get that marketing how

do they once they find the avatar how

does that happen

Well,

I'm going to say something first to get

you all riled up.

We're going to talk about the numbers.

So if I had three different call center

people and they all ended up at different

conversion ratios,

then the problem is likely not the person,

it's the system.

Guy,

this is important for people out there

that are trying to get some type of

ongoing.

You know that if someone connected on

Zillow versus a Facebook lead,

you know the Zillow is going to be

stronger, right?

I mean, we all know that.

So what happens is you work backwards.

You say, well,

if I need to close that many,

then I need to have a solid,

you know,

two hundred flowing leads coming in every

month.

they're not all going to convert the same.

But if I use the exact same lead

source, let's say it's Zillow,

and I had three different agents,

then my conversion rate should all be the

same.

If it's not,

then it's one of the few things.

One,

they're not trained properly of the

script.

That means the process is not correct.

And if the conversion rate is still off,

then that means their target where they're

getting their leads opportunities is not

right either.

So you should always be at like,

let's say, ten percent,

whatever the number is,

it should always be there.

If it's five percent,

that means that your leads coming in are

not good.

You have to change your script.

If the conversion rate is not good and

only one is falling out of three,

that means the script is good,

but that agent is not good.

So just a subtle thing.

Well,

you're not going to get me riled up

because I completely agree with you.

That's exactly the performance that we

would utilize to determine who needed

additional strength training, right?

Sure.

Where we could sit down and walk them

through a business strategy plan on, hey,

let's listen to some calls.

Let's hear what you're saying.

Let's make sure that we're following

through the right way.

And this is where when you do trade

somebody consistently over time and you

don't see those improvements,

that's when you know that you've got to

let those particular individuals

But my main point is systems and processes

fixes everything.

Yes.

And it's impossible to say that it

doesn't.

Systems and processes fixes everything.

When you got a problem,

it's because you probably have a system

problem.

Every agent treats every client

differently, and that's their problem.

Okay.

Every agent treats every client

differently and you're going to get mixed

results.

You'll do a full job on one.

And then the next one you say, well,

I don't need to do that part.

I don't need to do that part.

And then they don't get full service.

Shortcuts equal pay cuts, Sean.

Shortcuts equal pay cuts.

And that's exactly what you're talking

about.

If there's a proven strategy and you know

that if you execute that strategy exactly

the way that it's designed,

every single time your results are going

to, you know.

All right.

I took a soft track.

You were asking about marketing.

Yeah.

Specifically,

how do I market to that avatar?

So basically what you talked about is that

you've got to have an avatar and then

determine the formula to get to the

transaction.

And you'd mentioned that you have a

marketing strategy that you utilize.

What's that marketing strategy look like?

Well,

mine's going to be specific to my

business.

So I recommend people find with their

avatars and how to connect with them.

My particular business is I'm in a

guarantee business.

I guarantee everything.

I guarantee that we'll sell the home when

they want to sell for what they want

to sell for.

That is a powerful value proposition that

I offer to buyers.

I'm sorry, to the seller,

because the seller's looking.

They have uncertainty right now.

They're like, gosh,

fifty percent chance I'm going to sell it.

Those aren't good odds and I have to

sell.

So I can't roll the dice with random

agents showing up that's going to put on

the MLS and start praying.

I need someone that's going to put their

money where their mouth is.

And I'm willing to do that.

And I make a guarantee to them before

we even meet.

And no,

not everybody is going to be a good

fit for me.

You know,

there are plenty of sellers that are

completely unrealistic or they have a

situation that there is no way I can

overcome because they need such a high

net.

And we have a lot of them out

there.

You go three years of the market not

moving at all and overpaying for it four

years ago,

we're going to have a problem with people

that didn't put any money into the home.

They are not going to have an easy

time selling.

And I realize that's a big part of

the market right now is there's a lot

of sellers you can't.

And that's why I'm not going to fit

everyone.

But I also make guarantees with things

above and beyond that.

I also guarantee the home to a buyer

for two years.

You know, that's a big value proposition.

So I can center my target audience,

which I'm in Denton County and I'm in

Denton County and I can get on Facebook

and I do something called split testing.

This is where you get to a next

level of actually promoting.

This is what I'm looking for,

by the way, Sean.

So thank you.

Okay, good.

I was like, man, where's he going?

And we're doing this live, right?

We didn't run this thing completely out to

determine what we're all going to cover.

But the split testing element is where you

basically run the exact same idea

statement or target of your statement.

Mine would be,

I'm going to guarantee to sell your home.

Let's say that's it.

Then we'll use a different graphic.

We'll use different words and we'll have

two side by side ads that run at

the exact same time.

And you want to actually run them

typically like a sixty forty just just to

make sure it's not even.

And then you look at what is my

dollar per per conversion and then the one

that's performing better at a much lower

cost per conversion,

meaning people see it,

they want it and they don't have to

hit ten thousand to get a hundred.

They can hit five thousand to get one

hundred.

And whenever they can do that,

your cost per lead goes way down.

Then we're going to put all the money

on that one.

No, this is next level stuff.

It doesn't cost you that much to do

this.

Everyone thinks, oh, my gosh,

there's no way I can do all this.

There are people that will do this and

do this for you.

And it's not that expensive.

The main thing is you got to put

money into the marketing element to do it.

Well,

one thing I want to point out there

too, Sean, because you're right.

Some people hear Facebook ads and their

head explodes and they go,

there's no way I can do that.

There are ad agencies that can manage that

for you.

But more importantly,

one of my best friends and yours as

well is AI, right?

If you don't know how to do it.

and you go talk to your chat or

whatever you use, Claude,

whoever you like to talk to, right?

You go talk to your AI and you

say, hey, look,

I want to run Facebook ads.

Give me Facebook for dummies, right?

Chat's going to walk you through a

strategy to build out your Facebook ads

page,

and it will help you do every single

thing.

In fact,

there's a lot of things now that you

can do where it actually links and does

it for you.

So if you're on here right now and

your head's exploding, you go, oh,

I need to buy Facebook ads, right?

But I don't know where to go.

If you don't

want to spend the money agency to do

it.

You can figure it out yourself.

We lost you for a second.

You there?

I'm here.

Yeah.

Yeah.

So I, um,

it chat can absolutely do that.

There's,

there's some basic things or cloud,

whatever people misunderstand how to use

AI and they,

and they tell it what to do.

I want people to really start changing

their, their perspective on AI.

If you don't know how to do it,

then don't tell it how to do it.

You know,

don't say go create a Facebook ad for

me and this is what I want to

put in it.

You need to come back a little bit

and say, I need to grow my business,

you know,

and I'm looking at these three avenues.

for my level where I'm at because it

knows you, which one do you recommend?

Okay, great.

Then what do I do to set this

up so I'm successful and let it start

building it and walking you through it one

step at a time.

Everyone treats it like it's an employee

when it can be an executive,

like it can actually tell you here is

the plan to accomplish what you want to

accomplish and here's how you build

accountability into it.

it will build it out.

And right now,

I'm easily automating twenty to thirty

posts a week on all of my channels

and chat does all of it.

All of it.

I don't have any, there's no third party.

And what's chat cost per month?

Yeah.

Well,

right now I moved up to a hundred,

but the one I would get is twenty

bucks, man.

It's the best twenty bucks you're ever

going to spend.

I moved up to a hundred because I

have it running.

Yeah.

Like it is doing like these interviews

that we do.

I'll take this interview and then I'll

dissect it, process it,

create good quality shorts and reels out

of it.

You know,

I have it doing everything you can

possibly think of.

I have it working for me.

I just terminated my

my VA of probably six years and she

was great.

But she does mostly these random postings

and then, you know, cleaning up databases.

Chad can do all that asleep.

So it's a sad day for that,

but that's part of life.

I'm going to dial that back into how

that fits a business plan,

because one of the things we're talking

about is coming up with a strategy,

building an avatar, right,

as to who you're trying to market to,

and then come up with a marketing

strategy.

And that does tie back into AI,

because if you are lost and go, man,

I don't know how to do that.

You can keep coming back to this podcast.

Let's shine.

We're going to give you some tips and

tricks.

But more importantly,

you could also go talk to your AI

and ask it, hey,

Tell me what you need to know so

that we can define what my avatar is,

right?

And then, hey,

help me create a marketing campaign

through Facebook ads.

I need you to help me understand what

my Facebook ads should be.

Help me build the ads and help me

connect myself to Facebook so that I can

actually send these things out.

And it will help you establish your

business plan.

just you know food for thought or you

can come to some of sean's really cool

trainings because he does all kinds of

stuff he's also got a separate podcast uh

you can go check him out so make

sure that you subscribe to our channels uh

to learn more that's really important um

and and maybe show up to one of

his local events uh if you're looking for

more insight on how to do a lot

of this stuff so

So let's dial back into some of the

questions that we had.

So I don't know if this leads into

where we are,

but I'm just going to throw it out

there.

Your family can be your work,

but they can't be your lead generation

strategy.

So what should an agent's actual lead

generation strategy look like?

Yeah, it's well,

the idea is that your family can be

your why you work,

but they can't actually be the lead

generation strategy.

Right.

I mean, and it's oversimplified.

But the idea is, you know,

just because they give you a purpose,

you know, a purpose without a plan,

you're just aimless.

I mean,

you're never going to achieve or grow or

get anywhere you want to get to.

Um,

so creating lead generation strategies,

there, there are infinite number of them.

Um, I,

I don't wanna go down and break,

break that down,

but I really wanna just always emphasize

that, you know, uh,

why gives you up out of bed,

but it doesn't tell you what your next

step is.

Yeah.

You know, you,

you should always have some type of

systemized way of approaching it.

Like I work out early in the morning,

so that way I can get back and

get my kids to school.

And I do something unusual for real estate

agents.

I drop my kids off at school and

then I go to the office.

Agents go back home and they surf for

two hours and then eventually they start

working on the reactive stuff.

I think you cannot build a really

duplicatable long-term business.

You can get to a quarter million dollars

on reactivity.

but you can't get beyond that on

proactivity.

Or you have to go proactive to get

beyond that, okay?

And proactive means I'm working on the

business, not in the business.

That's a big differentiator.

And no one understands this very well,

but most people spend all their time on

reaction,

which means they're always working in

They're waiting for the call.

I've got, you know,

six texts I got to come back and

deal with.

You know,

if you properly plan and get proactive,

then I can sit on a show with

Devin for thirty minutes and ignore

everything because everything is fine

because I'm already ahead of everything.

Well,

what you're talking about is a consistent

daily strategy so that when you wake up,

you know exactly what you're going to do

first thing in the morning throughout the

day.

And that's going to give you the

flexibility and freedom to do the things

that you really want to do when you

want to.

Right.

But most people live by the no plan

plan.

And the no plan plan is the reactive

plan, right?

Where they're waiting for something to

drop in their lap so that they can

say that they have a reason to do

something.

That's not a business strategy.

So let me ask you this.

So if somebody is listening in and

realizes they don't have a plan,

What do they do tomorrow morning?

Well,

I'm going to give you really simple

advice.

And I'm telling you every agent,

and remember,

this is the counterculture agent.

I'm going to share things that they're not

going to teach you.

Every training you go to,

I feel like always has this time blocking

idea.

And it's a great, great idea.

The problem with time blocking and the way

that they teach it is they spend inside

that time blocking space time.

doing cold calling and different things

that don't actually grow or build a

business, okay?

I'm not a believer in it.

I don't think that's an effective way to

make good use of your time.

I believe that you should have two hours

that is working on your business.

That means you turn everything off.

And on your business means you're doing

trainings, okay?

You're learning better ways, better,

more efficient ways,

or looking at your systems.

I mean,

people can do this right now and say,

look,

Let's do a start to finish everything that

I need to do to sell a home.

And then they start building it out in

a way that it's going to be the

same every single time they do it.

And then every single time they do it,

we're gonna add something to make it

better.

And then we're gonna add something else to

make it better.

And we're gonna continue to perfect that.

And then we're gonna do the same thing

on the buy side.

When I write a contract,

where does it go?

Does it go to the CTC?

Do they write the contract?

And then I need to give them a

list of things they need to check.

And the same thing on the seller.

I need my CTC to give a list

of things for them to check.

I want everyone to get the same experience

Because if they get the full experience

every single time,

you'll have a higher probability to get a

five star review, which is your future.

So I always encourage people turn

everything off,

not so you can make cold calls,

not so you can send text to all

the people in your database.

I want you to work on your business,

which is making your business better for

the future.

And no one does this.

No one.

I mean,

these are things that should be really

game changing for you if you want to

get to, you know,

more than a quarter million a year.

So sweat the process, same way every time.

Sit down, build out a strategy.

If you don't know how to build a

strategy,

pop over to chat GPT or Claude and

tell them what you're looking to

accomplish.

Ask it to help you dial in on

a strategy, right?

And then follow your processes

consistently over time,

and you're gonna build successful results.

um and sean what you're saying is is

make sure that you spend at least two

hours per day working on the business so

that you can develop that strategy and

know what that looks like and more

importantly you know one of the books that

i always like to turn to sean is

traction i really like traction because

what traction talks about is making sure

that not only do you have a process

but everybody in your organization knows

the process

And you may be thinking right now, well,

I am the organization.

There is nobody else in the organization.

But as you grow, and Sean,

you can contest to this because you've

done that,

you're eventually going to have to start

adding people to your roster.

Those people need to know what the plan

is.

They need to know what that process looks

like.

They need to believe in that process the

same way that you believe in that process

so that you can execute it on the

same level every single time.

That's right.

I'm going to give us kind of a

summary statement because I know we're

probably wrapping up.

Know the outcome you want.

We're going to work backward to the

activities required.

We're going to put those activities on the

calendar and then we're going to measure

them every week.

That's the whole process of creating that

plan that we've been talking,

what you need in order to be able

to execute.

Your why may get you out of bed.

Your plan tells you what to do once

you get there.

So I get some closing statements.

I like it.

Well, guys,

we appreciate you coming back every week.

Like I said, go check out Sean and,

you know,

make sure that you subscribe to his page.

You can find Sean at Sean Real Estate

Solutions on Instagram.

Sean, S-H-A-U-N-E.

You can also find him over on YouTube

at R-E-S-D-F-W.

And there he's going to be interviewing

other agents that have had massive success

in this industry.

So you can learn and strategize from some

of the best in the business.

And more importantly,

if you subscribe to his channel,

he also does local meetups here in the

DFW where he's helping teach strategies

that can help you level your business to

that next level.

stage so thank you guys so much for

coming back again and again yeah go ahead

i got one thing one last thing this

is a shameless plug but i i'm looking

for two agents myself in denton county

that um are not trying to build their

own business but they want to be able

to do real estate and enjoy it and

make about two hundred fifty three hundred

thousand a year

that they will do it,

I'll guarantee an actual guarantee.

If I don't improve their income by a

hundred thousand,

I will pay the difference.

So I'm looking for two agents in Denton

County area.

They don't have to be in Denton County,

but that's where my market is.

And I am running out of real estate

for me to be able to do myself.

I need other agents to help me.

So that's a quick plug.

But thank you.

It's a hard life, man.

It's a hard life.

But somebody's got to do it.

And somebody's got to do it the same

way every time because that's how you're

going to get there.

So Sean Corbett at Facebook is at

Sean.Corbett.

Go check him out if you're one of

those two Denton agents that wants to

level up and not do it for yourself,

but still have the opportunity to make a

quarter million plus per year guaranteed.

Go check out Sean.

So thank you guys so much for coming

back.

We'll catch you on the next one.

Thank you.

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