In our industry, everyone is looking for the “easy button.” Whether you’re a Broker-Owner trying to recruit top talent or an MLO fighting for a refi, the middle of the road is packed. It’s noisy, it’s competitive, and the margins are razor-thin.
But there is a secret: Most people stop exactly when things get inconvenient. The “Extra Mile” isn’t a myth. It’s a wide-open lane. When you do the things that don’t scale, the things that require actual effort and empathy, you leave the competition behind.
The “Extra Mile” Audit
If you want to dominate your local market, stop looking at what the average producer is doing and start looking at what they’re skipping.
- For Team Leaders & Recruiters: Stop sending “Checking in” texts. Start sending specific observations about an agent’s recent wins. True talent goes where they feel seen, not just recruited.
- For Agents & MLOs: Anticipate the “3:00 AM Anxiety.” Send the update before the client asks for it. If you wait for the phone to ring, you’ve already lost the lead on the extra mile.
- For Everyone: Solve the problem you weren’t hired to solve. Help the client find a reputable contractor, or help your agent navigate a personal hurdle.
No Traffic Jams on the Extra Mile
There are no traffic jams on the extra mile. Most people stop at what’s expected, which is why the lane is so wide open. In our business, it usually looks like small things done consistently:
- Calling the client after closing, not just before it.
- Sending the market update before they ask for it.
- Following up with the recruit who said “not right now.”
- Preparing for the listing appointment like it’s the only one this month.
None of these take talent. They take a decision to keep going after everyone else has stopped.
Why This Wins
When you operate in the space others find “too much work,” you stop being a commodity.
- Referrals skyrocket: People don’t tell stories about professionals who simply fulfilled a contract. They tell stories about the person who went the distance.
- Price becomes secondary: When the value is undeniable, the commission or the rate is rarely the deal-breaker.
- Retention is easy: It’s hard to leave a leader who is genuinely invested in your success beyond a spreadsheet.
Take Action Today
Pick one relationship: a top recruit, a difficult client, or a rising star on your team. Do one thing for them today that is “inconvenient” for you but high-value for them.
The crowd stays at the finish line. The winners keep running.
Framework: This post is part of Action Produces Data, the coaching framework for consistent production: take the next right action, track it and let the results, not opinions, guide what you do next.
Want help applying this in your brokerage? Book a 30-minute conversation with Mark at calendly.com/mjsession.
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