Happy Friday, everyone. As real estate broker owners, CEOs, staff, and high-producing agents, you’re all too familiar with the chase for the “sure thing”—the guaranteed closing, the proven lead source, the market you know inside and out. It feels safe, but I want to challenge that comfort zone today with a powerful idea:
“If you know something’s going to work, it’s not worth working on… The unknown is the foundry where you forge your chips. Everything important is uncertain.” – Eliot Peper
If It’s a Sure Thing, It’s Not the Work That Matters
Think about your greatest professional wins. Was it the predictable, run-of-the-mill transaction, or was it the deal that almost fell apart five times? The one where you had to invent a solution, pitch a completely new strategy, or dig deep for a resource you didn’t know you had?
If the outcome is guaranteed, the work required is just execution. It’s necessary, yes, but it doesn’t grow your business or your leadership capacity.
True growth—and lasting impact—is forged in the unknown.
The Unknown is Your Foundry
In the world of real estate, the “unknown” is everywhere:
For Agents: It’s prospecting a new neighborhood, learning a complex investment niche, or trying a radically different lead conversion script.
For Owners & CEOs: It’s investing in a new technology platform, expanding into a completely new market, or implementing a bold, unproven culture initiative.
The uncertainty isn’t a problem to be solved; it’s the forge. It’s the heat that shapes your skills into something tougher and more valuable—the “chips” you forge are the innovative processes, the resilient team, and the powerful personal courage you develop.
Embrace the Discomfort
This week, my note to self (and to all of you) is this: Embrace the discomfort of uncertainty.
Don’t just fill your time with the easy tasks. Identify one thing on your plate that has a high potential payoff but also a very real chance of failure. Lean into that ambiguity. That’s where you will find the:
Courage to make the bold call.
Faith in your own ingenuity.
Real breakthroughs that change the trajectory of your business.
Let’s dedicate this week to tackling the biggest, most uncertain challenges. That is the work that truly matters.
What is the one uncertain move you’re committing to this week that could create a breakthrough for your business?
A Message Inspired by Spartan Founder, Joe De Sena: To High-Grit Producers
You feel the world speeding up. AI is moving too fast. Your anxiety is valid, but it’s not new.
In 1910, people said cars were ripping life apart. In the 1800s, Americans feared “nervous collapse” from telegraphs. Plato himself warned that writing would destroy wisdom. Every generation looks at a new tool and says: this is the end of us. Every generation has been wrong.
Humans adapt. That is our superpower.
Acceleration feels terrifying because our wiring is ancient. Our instinct is to panic. You see it now in the AI debate: the fear that jobs will vanish, that agents will lose their edge. It’s the same script with a new cast.
The Truth of the Tool: You Are the Craftsman
Look at running. Critics said “super shoes” would ruin competition. Instead, athletes used the tool, reset the standard, and shattered times. That’s not collapse; that’s evolution.
In your business, AI handles the mechanical, transactional parts of the job. It automates. It doesn’t replace the craftsman, it sharpens them.
As Geoff Colvin argues in his book, Humans Are Under-rated, the market increasingly rewards skills AI cannot replicate. These are the Deep Human Connections:
Empathy: Can the machine sit across from a nervous client and build trust?
Negotiation: This is a battle of wills, psychology, and timing—not a math problem.
Creativity: For every generic algorithm, there must be a human artist bending the tool into a unique, market-cutting angle.
AI is a power tool. It frees your agents from data entry to focus on high-stakes performance and relationship building.
The Hard Way: Outbuilding Comfort with Grit
When cameras appeared, critics said painting was done. They were wrong. Today, the camera is part of the art. AI is the camera for your brokerage.
Fear is part of the human condition, but weakness isn’t inevitable.
Technology can smother you, or it can sharpen you. It depends on whether you let it own you, or you are the boss.
AI can replace your efforts, or it can multiply them. The question is whether you can build grit faster than the world builds comfort.
I’ll take the challenge over comfort everyday and twice on Sunday.
I recently came across a quote from the legendary Estée Lauder, a woman who didn’t just build a cosmetics empire—she built a dream from the ground up. Her words really resonated with me, and I think they’ll resonate with you, too:
I’ve always believed that if you stick to a thought and carefully avoid distraction along the way, you can fulfill a dream. My whole life has been about fulfilling dreams… Whether your target is big or small, grand or simple, ambitious or personal, I’ve always believed that success comes from not letting your eyes stray from that target. Anyone who wants to achieve a dream must stay strong, focused and steady.
In a world that constantly bombards us with new trends, notifications, and “must-dos,” her message feels more important than ever. We’re all trying to achieve something, right? Whether it’s a career goal, a personal project, or simply a healthier lifestyle. But how often do we get sidetracked?
The Cost of Distraction
Think about your own goals. Maybe you want to learn a new skill, write a book, or finally declutter your home. You start with so much energy and vision. But then, a shiny new distraction appears—a trending social media challenge, a new show to binge, or just the endless scroll that eats up your time. Before you know it, days turn into weeks, and that initial momentum is gone.
Estée Lauder understood this instinctively. She didn’t have the internet, but she had her own set of distractions to fight through. The “no’s,” the competitors, the long hours. Yet, she kept her eye on the prize: making every woman feel beautiful. She knew that straying from that target, even for a moment, could derail the entire dream.
Three Ways to Stay Focused
So, how do we apply her wisdom to our busy lives?
Define Your Target, and Write It Down: Don’t just have a vague idea of what you want. Be specific. Instead of “I want to be a better writer,” try “I will write for 30 minutes every morning.” Having a clear, tangible target makes it harder to lose sight of it.
Identify Your Distractions: What are the things that pull you away from your goal? Is it your phone? A specific friend? Saying “yes” to too many things? Acknowledging your biggest distractions is the first step to avoiding them.
Embrace the “Strong, Focused, and Steady” Mindset: This isn’t just about discipline; it’s about resilience. There will be days when you feel like giving up. This is when you need to be strong. Look back at your target, remember why you started, and take the next steady step forward.
Estée Lauder didn’t just sell cosmetics; she sold a vision of confidence and beauty. And she achieved it by not letting anything get in the way. Her story is a powerful reminder that if you stick to your target, no matter how big or small, you can turn your dreams into reality.
You feel it, don’t you? That low-grade anxiety humming just beneath the surface—the feeling that you’re constantly chasing something you can’t quite catch. You’ve been busy all day.
An email dings. The inbox is a constant river, but which ones are truly important? Social media sucks you in for “a quick scroll.” An hour later, you’re lost in digital noise.
By the end of the day, you’ve been busy… but what actually got done?
This is the real killer of your momentum, and it’s a problem that plagues even the best of us. You get swallowed up by the whirlwind of a thousand tiny distractions.
You see, most of the time, we’re not dealing with big, urgent problems. We’re getting lost in what Stephen Covey would call the “Urgent but Not Important” tasks—the small, non-essential stuff that demands your attention now but does nothing to move your business forward. This is where most agents, support staff, and recruiters live, constantly reacting to the demands of others while neglecting the work that truly matters.
The people who win aren’t just enduring the whirlwind; they’ve built a system that lets them stand still in the eye of the storm. They know that:
focus isn’t a luxury; it’s a keystone habit.
Think about it:
Distraction is a cost. It costs energy, opportunity, and money.
Focus pays. It pays in clarity, profitability, and peace of mind.
How to Escape the Whirlwind
It’s time to stop just being busy and start being effective. You can’t stop the whirlwind from happening, but you can build systems that protect you from it.
1. Prioritize with Covey’s Matrix
Before you open a single email or check social media, categorize your to-do list using Stephen Covey’s Four Quadrants. Ask yourself: Is this task
Urgent and Important?
Important but Not Urgent?
Urgent but Not Important? Or
Not Urgent and Not Important?
Your mission is to live in the “Important but Not Urgent” quadrant.
This is where you put your high-leverage activities—strategic planning, relationship-building, and business development. By consciously focusing on this quadrant, you’re not just reacting; you’re building a future.
2. Create “Do Not Disturb” Zones
You are a leader, a highly productive staff member, or a top-producing agent, not a 24/7 help desk. Schedule dedicated blocks of time for your most important work and treat them like non-negotiable appointments. During these times, silence your phone, close your email and social media tabs, and let those you support know you’re unavailable and when you will follow up. If you consistently follow through on your promises, “Do Not Disturb” zones will be your breakthrough. This is your time for deep, meaningful work, not reactive busywork. Protecting your calendar protects your profitability.
3. Adopt a “Profit First” Mindset
Money-making activities and relationships are always at the top of the list, but financial worry is one of the biggest distractions of all. Take control of it. When a commission check comes in, immediately move a predetermined percentage into separate accounts marked
Taxes,
Household,
Business, and
Savings.
This simple system guarantees your profitability and frees up your mental energy to focus on what matters most: growing your business.
Stop letting the whirlwind run you.
It’s time to take control.
A System Will Produce What A System Will Produce, Nothing Less and Nothing More!
When was the last time a service experience truly stood out to you? Not just a transaction, but a moment where someone went above and beyond and genuinely surprised you? It’s a rare feeling these days. The standard response to a “thank you” has been watered down from a heartfelt “my pleasure” to a generic “of course.” We’ve all lowered the bar, and I think we’re all a little poorer for it.
This is why I’m captivated by the quote:
“It’s Never Crowded on the Extra Mile.”
It’s more than a catchy phrase; it’s a profound business philosophy. It’s about a simple choice to do a little bit more, to invest a small amount of extra effort that pays massive dividends. These aren’t grand, show-stopping gestures. They’re the quiet, everyday actions that build real trust and set you apart.
I’ve seen this in action countless times. I know an agent who sends a small, personalized gift to her clients on the anniversary of their closing—a bottle of their favorite wine with a handwritten note. It’s a small detail, but it makes them feel remembered and valued long after the sale is complete. Another broker I know has a practice of sending a handwritten note to every agent, even those who aren’t on his team, after a difficult closing or a deal that falls through. The note doesn’t ask for business; it simply acknowledges their hard work and the emotional toll of the situation. It’s a gesture of empathy that builds a reputation that money can’t buy.
Another example that always sticks with me is a real estate team leader who, after a particularly busy month, took the time to personally call his top-performing agents. He didn’t talk numbers or goals; he just told them how much he appreciated their dedication and grit. He shared specific examples of how they handled tough situations, letting them know he sees their effort and values them as people, not just as producers.
The extra mile isn’t about being a hero; it’s about being a little more thoughtful, a little more committed, and a little more human than the next person. It’s a path with no traffic, and it leads directly to the kind of relationships that build a legacy.
As leaders and top performers in real estate, we know this business isn’t for the faint of heart. The market shifts, client emotions run high, and daily distractions can easily pull you off course. It’s in these moments that your mental toughness is truly tested.
I recently hosted a conversation on this very topic, and for those who couldn’t make it—or just need a quick refresher—here’s a recap of our conversation.
What Mental Toughness Really Means
Let’s clear the air: mental toughness isn’t about being a superhero who never feels doubt. It’s not about ignoring stress or pretending everything is perfect.
Instead, it’s the skill of staying focused and taking inspired action even when faced with immense pressure. It’s your ability to bounce back, adapt, and keep driving toward your goals, regardless of what’s happening around you.
The good news? This is a skill you can build. Here are four strategies to help you get there.
1. Control the Controllable
As leaders, we’re bombarded with things that are outside our control—market rumors, economic headlines, or a competitor’s actions. Wasting energy on these things is a losing game. The first step to building mental toughness is to consciously redirect your focus.
What can you control? Your attitude, your effort, your focus, and your response to any situation. By honing in on these controllable actions, you reclaim your power and put it toward productive, meaningful work.
2. Don’t Be Blindfolded
There’s a critical difference between being blindfolded and being blindsided.
When you’re blindfolded, you’re voluntarily missing the clues. You’re ignoring the early signs of a market shift, the feedback from your team, or the needs of a client. You put yourself at a disadvantage by not paying attention.
When you’re blindsided, you’re hit by something truly unexpected. In those moments, you have to lean on what you can control. Stay open and aware of what’s happening around you so you can spot the trends and prepare, rather than being caught off guard.
Speaking of which, the markets are moving. Are you giving your clients the data they need to price their homes correctly? Don’t be blindfolded. Use resources like Altos and RPR to stay ahead of the curve and give your agents the competitive edge they need.
3. Practice the Pause
In a fast-paced business, our instinct is to rush and react. A difficult email comes in, a frustrated agent calls, and we fire off a response without thinking. This often leads to mistakes and more stress.
The pause is the intentional space you create between an event and your reaction. Before you respond, take a deep breath. This small, deliberate moment gives you a chance to choose your response thoughtfully, rather than just reacting. This simple practice can completely change how you experience your day.
4. Connect to Your “Why”
When the distractions become overwhelming, the most powerful thing you can do is reconnect with your purpose. Why are you in this business? Is it to build a legacy, provide for your family, or create a world-class team?
Your “why” is your fuel. It’s what anchors you when the world gets noisy and gives you the strength to keep going when things get tough.
And there you have it: four strategies to help you win the day.
In our business, success is defined by the goals we set for ourselves. Whether it’s a specific GCI target, a number of listings you want to take, or a recruiting goal for your team, that number is personal. But what happens when you’re off track? It’s easy to blame the market, the lead quality, or the economy. We get busy, not productive, and we hope the results will magically change.
A business associate of mine was coaching an agent who was falling short of a key goal. The conversation wasn’t about judgment or threats; it was about clarity.
After reviewing the agent’s numbers and their daily activity, my associate asked a simple, yet profound, question:
“Would you rather change the goal or change the behavior?”
That question cuts through all the excuses. It forces a choice. It’s the ultimate reality check, because here’s the thing we all know but sometimes forget:
If You Don’t Own Your Activities, You Can’t Change Your Results
You can’t hit a goal you don’t actively work toward. The gap between your target and your current reality is filled with the activities you either did or didn’t do. The power to close that gap lies not in wishing for a different outcome, but in being honest about your effort.
This isn’t about shaming yourself. It’s about empowering yourself. It’s about taking control of the one thing that is always in your power: your actions.
The reset is simple.
The Reset
Take 10 minutes to look at your calendar and task list. Find a quiet spot and be honest with yourself.
Write down what you actually did. List the activities that filled your time. Did you make those follow-up calls? Did you prospect new leads? Did you get lost in email?
Ask the question: Are my activities getting me closer to my goals, or further away?
Clarity always comes before change.
When you see the truth about where your time and energy are going, you gain the power to make a strategic choice. You can either decide to adjust your behaviors to meet your goals, or you can make the honest choice to re-evaluate whether your goals are realistic for your current effort level.
That is your power. To stop being just busy and start being effective. To align your daily hustle with your ultimate destination to win the day!
We’ve hit the mid-week point. For many, Wednesday is where the momentum from Monday starts to fade, and the finish line on Friday still feels a little too far away. The initial energy has worn off, and you’re squarely in the thick of it—negotiations, client follow-up, team meetings, and the sheer volume of tasks that can feel overwhelming.
But what if this Wednesday could be different? What if you could harness this day to push through the noise and set yourself up for a powerful finish to the week? What if you could choose to stay in inspired action, even when the world around you feels chaotic?
That’s what Wednesday Mindset is all about. Today, we’re diving into mental toughness—not as some abstract concept, but as a practical, actionable skill that can redefine your results and your peace of mind.
What Exactly Is Mental Toughness?
Forget the idea of being an emotionless robot. That’s not what we’re after. For a brokerage owner, a dedicated staff member, a top-tier recruiter, or a high-performing agent, mental toughness is your secret weapon.
It’s the capacity to stay razor-focused on your objectives, maintain your drive, and take consistent, inspired action, regardless of the challenges or distractions thrown your way. It’s about being resilient enough to pivot when needed, resourceful enough to find solutions, and strong enough to keep pushing forward when others might falter. It’s the difference between merely reacting to your business and actively shaping it.
Ready to build that muscle? Here are three strategies to consider:
Strategy #1: Control the Controllable (And Ditch the Rest)
This one might sound obvious, but how often do we actually do it?
Think about your last few days. How much mental energy did you expend on things completely outside your sphere of influence? The latest interest rate hike? A competitor’s new commission structure? The general market sentiment?
While it’s crucial to be informed, worrying about what you cannot control is an active drain on your most valuable resource: your focus.
Action: Identify three things that have been stressing you out recently. Now, honestly ask yourself: “Can I directly change this outcome?” If the answer is no, make a conscious decision to shift your energy. Instead, funnel that intensity into what you can control: your lead follow-up, your team’s training, your strategic partnerships, your marketing message, your attitude, and your effort. This is where your true power lies.
Strategy #2: Practice the Pause
In our fast-paced world, especially in real estate, the default mode is often “react immediately.” A tough client call, a frustrating administrative issue, a sudden drop in lead quality—our instinct is to fire off a quick response, often fueled by emotion.
This strategy is simple, but profoundly effective: create a deliberate space between a stimulus and your response. I call it “the pause.”
Action: The next time you feel that surge of frustration, anger, or even just pressure, before you hit ‘send’ on that email, before you respond to that team member, or before you spiral into problem-solving mode, just pause. Take a deep breath. Count to five. This tiny window gives you the opportunity to choose a strategic, calm, and effective response, rather than an impulsive, potentially damaging one. It’s about responding with intention, not just reaction.
Strategy #3: Connect to Your “Why”
When the grind gets tough, when the market gets tricky, or when you face rejection (and in this business, we all face rejection), it’s easy to lose sight of the bigger picture.
Your “why” is your ultimate fuel. Why did you start this brokerage? Why do you dedicate countless hours to your team? Why do you push for that next closing? Is it the freedom, the legacy, the financial independence, the impact you have on families, the growth of your agents?
Action: Take five minutes this week, away from your desk, away from your phone, and reconnect with your core purpose. Write it down. Visualize it. Remind yourself of the profound reason you show up every single day. When distractions try to pull you off course, anchor yourself back to your “why.” It will reignite your passion and provide the resilience you need to keep going, keep innovating, and keep leading.
Building mental toughness isn’t a one-and-done event. It’s a daily practice. But by intentionally implementing these three strategies—controlling the controllable, practicing the pause, and connecting to your why—you’ll not only navigate the challenges of our industry with greater ease but also find yourself consistently winning the day.
Now, I’d love to hear from you! What are your go-to strategies for staying focused and resilient?
You already know that all the money and all the results are in the follow-up.
But let’s be honest. The reality of a busy day often leads us to take the easy way out with emails, texts, or calls like, “Just checking in…” or “I’m just following up…”. While these “easy way out” approaches get the job done, they often lack the imagination and effort to truly stand out and create the result you desire.
Here are a few ideas to make your follow-ups more valuable and effective:
The Value-First Approach
Instead of a generic check-in, lead with a reason to connect. Provide something of value that the person will find interesting or useful.
Example: “I have an update that I think you’ll find interesting. What’s your schedule like tomorrow?”
The Problem-Solver Approach
Show that you’ve been listening and are actively thinking about how to help. This positions you as a trusted advisor, not just someone looking for a sale.
Example: “I’ve been thinking about what you shared, and I have an idea to help. Let’s chat. What’s your schedule like tomorrow?”
The Personalized, Specific Approach
Make it personal. Reference a specific conversation or a challenge they mentioned. This shows you were paying attention and that your follow-up isn’t just a part of a mass email campaign.
Example: “Hi Mark, we’ve implemented a weekly database accountability group that is working to keep committed agents on task. I remember you mentioned you are struggling with your database organization, so I thought of you. Let’s chat soon.”
By using our D.R.I.S. acrostic methodology and these small shifts in your messaging, you can turn a generic touchpoint into a valuable conversation.
#WinTheDay to win the week: Daily TCF+ is the answer.
Which of these approaches resonates most with you?
A System Will Produce What A System Will Produce, Nothing Less and Nothing More!
While my usual focus is on the worlds of business and real estate, I felt compelled to step back from my typical topics to write about a matter of immense societal importance. The data on gun violence in the United States, and how it compares to other nations, is a complex and often emotional subject.
My goal here is to simply present a balanced look at the facts and different viewpoints on the issue, offering a starting point for a more informed conversation.
When examining gun violence, statistical comparisons with other nations offer a unique perspective. However, these comparisons can be complex, and a balanced view requires considering multiple factors, including how data is defined and interpreted.
The Frequency of Mass Shootings: A Look at the Numbers
Research indicates a notable difference in the number of mass shootings between the United States and other countries. One study, which analyzed data from 1966 to 2012, found that nearly 33% of the world’s public mass shootings occurred in the U.S., a country that comprises approximately 5% of the global population.
Points of Debate: It is important to acknowledge that there is no single, universally agreed-upon definition of a “mass shooting.” Different organizations use varying criteria, which can affect the final numbers. While some focus on incidents with four or more people killed, others count incidents with four or more people wounded, which can lead to a much higher total.
Firearm Mortality Rates: A Broader Context
Beyond mass shootings, the overall rate of gun-related deaths in the U.S. is also a point of statistical distinction. The U.S. firearm homicide rate is significantly higher than in many other high-income countries. For example, the U.S. firearm homicide rate is 19 times greater than in France and 77 times greater than in Germany. It is also important to note that a majority of all gun-related deaths in the U.S. are suicides.
Points of Debate: Critics of these comparisons argue that they can be misleading without additional context. They point out that homicide rates vary widely across countries for many reasons, including economic conditions, demographics, and cultural factors. For a more complete picture, a comparison might also include countries with high gun ownership but low homicide rates, such as Switzerland, as well as countries with very high homicide rates and strict gun laws, like some in Central and South America.
A Look at International Responses and U.S. Context
Following major mass shooting events, some countries have enacted significant legislative changes. After the Port Arthur massacre in 1996, Australia implemented a ban on semi-automatic weapons and a national buyback program. Similarly, in New Zealand, the 2019 Christchurch mosque shootings led to a ban on military-style semi-automatic weapons.
Points of Debate: The U.S. gun policy debate is unique due to its cultural and legal history. The U.S. has a higher rate of civilian firearm ownership than other developed nations, and the right to bear arms is enshrined in the Second Amendment of the Constitution. Therefore, the legislative paths taken by other nations with different legal frameworks and cultural norms may not be directly comparable to the political and social realities in the United States.
The Path Forward: Finding Common Ground
The data on gun violence, when viewed in an international context, presents a complex picture. Exploring the statistics, as well as the different factors that contribute to violence, can serve as a foundation for a more informed dialogue. Ultimately, finding common ground on this issue may depend on our ability to understand a wide range of data and the diverse perspectives surrounding it.
Call to Action: Share this information with others and encourage them to seek out data from a variety of sources. By engaging in discussions based on facts, we can foster a more comprehensive understanding of the topic and the range of viewpoints surrounding it.
