The word of mouth trap

Now word of mouth works in attracting, producing real estate agents.

And that's the actual problem.

Listen, every broker I get on a call with built everything through relationships.

Like someone knew someone, that person joined the team, they brought someone else.

And it worked for literally years.

I actually recently talked to this broker.

42 years in real estate, never ran a single ad, never cold called anyone.

People just like, came to her to join her team and she was good at what she did.

So it kept working.

Then three of her agents went part time and lost production.

And she had nothing in the pipeline.

No system, no ads, no outreach, no nothing.

Because why was she like.

It has always just worked.

And that's exactly the trap.

It feels like a strategy because it's been working, but it's not a strategy.

It's locked up, being consistent long enough to feel reliable.

And the thing is that word of mouth requires you to constantly be in front of people like coffees, events, check ins, showing up, asking your current agents if they know agents that might be interested in joining at all, all while you're running a brokerage or a team, closing deals, managing basically your team.

And the second you get busy, it slows down because you stopped feeding it.

It's almost like running two businesses.

I had another broker also tell me, with 250 agents, he said, you can never take your foot off the pedal.

And I was like, that's exactly the problem.

What we build instead is something where Monday morning you wake up and there's 3, 4, 5 recruiting calls already on your calendar with producing agents in your market who came to you not because someone mentioned your name at the closing table, because the system was running while you were doing everything else.

Word of mouth is always going to be part of the business.

Of course, I'm not saying, like, ignore your relationships.

I'm saying at some point you have to decide, am I going to keep, hoping the right agents find me, or am I going to build something that actually goes and gets them and attracts those producing agents.

If you want to learn more about a process, there should be, a button right around this video that goes more in depth.

Click around and, see you there.

Peace.