My ten, unranked, raw 'Top Producer' tips:
1. Brand: Decide Who You Are (Then Be Loud About It)
Your identity doesn’t magically form. You declare it.
Your brand identity begins with what you explicitly state and let people know is what you do. Shout it from the mountaintop, live it, and become it.
If you don’t define what you do, the market will define it for you—and you won’t like the result.
Then repeat it. Over and over. Until people roll their eyes and say, “Yes, we get it—you’re the luxury new construction guy.” Good. That means it’s working. Brand isn’t a logo. It’s a reputation reinforced daily.
2. You Don’t Want All Clients
The 80/20 rule isn’t theory. It’s sanity preservation. 20% of clients bring 80% of the value. 20% drain 80% of your energy.
Set boundaries:
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Prospecting hours.
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Client service hours.
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Weekend rules.
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After-hours rules.
Example:
Cold outreach only during prospecting blocks. Weekends reserved for active clients, not “just starting to think” prospects. Structure protects your energy.
3. The 3 C’s: Company, Competition, Customer
Know all three better than anyone. Your company is you, your competition is your colleagues, and your customers are who you connect with.
If you don’t understand all three, you’re operating blind.
4. Competitors Are Collaborators
Your competition is not your enemy—they're your friend. This is a mindset shift. Competitors are collaborators, determine who are your primary market competitors and rewrite your thinking of them from comeptitors to who you need to collaborate and work with the most. It takes two sides to close a deal.
Your “competition” is your most important working partner. Study them. Respect them. Build relationships with them. The agents who see collaboration as leverage win long term.
5. Know Your Product Obsessively
You cannot sell—let alone market—what you don’t deeply understand. Study: construction, materials, zoning, design trends, and builder practices. Attend builder shows. Join trade groups. Walk new builds. Analyze floor plans. If you sell homes, understand homes like a builder. Most agents sell space. Top producers sell knowledge. Need a jump start? Come with me to IBS Vegas 2027!
6. The Rule of 7
It takes seven touches before someone even registers you. Not seven posts. Seven exposures across mediums. Most agents quit marketing right when it starts working.
Consistency beats bursts. Marketing isn’t a campaign. It’s a system.
7. Prospecting Begins at Closing
The raving fan moment starts AFTER you’re paid. We forget the smallest things can make a lasting impact. Think about the first mortgage or HOA payment—how often does this go well? Maybe a reminder would be helpful. What if we followed up for that one event. Then taxes, anniversaries, and more...make your list!
The smallest post-closing touch creates the biggest long-term loyalty. Everyone obsesses about the transaction. Very few master the relationship.
8. Energy Is the Multiplier
This business is emotional. Mental health isn’t optional—it’s leverage. Workout. Sleep. Structure. Systems. Coaching. Music. Community.
When you feel good, you perform well. When you perform well, doors open. No tactic works if your mindset doesn’t.
9. Three Currencies
You have three forms of currency:
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Knowledge
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Time
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Money
When you need one, use the other two to get it.
10. The Evolution: From Paper to AI
Real estate was: People → Internet → Social → AI.
Internet once sold real estate, now social media does. What's next? AI.
AI doesn’t replace us. It multiplies us. This is the shift from technology-enabled to AI-empowered. Agents who adopt tools early gain leverage. Agents who ignore it compete against those who don’t. People are still necessary. But people with AI are dangerous—in a good way.
