We’ve all heard the clichés about “grinding” and “hustle” in this industry. But after years in the trenches watching CEOs scale, recruiters hunt, and top-tier MLOs and agents hit their ceilings I’ve discovered that the real barrier to the next level isn’t a lack of effort.
It’s avoidance.
There is a fundamental truth I’ve had to learn the hard way: You can’t deal with what you won’t face.
What We’re Looking Away From
In real estate, we are masters of the “pivot” and the “distraction.” We’re so good at putting out fires that we sometimes ignore the person holding the matches.
Here is what I’ve found: behind every plateau in a brokerage or a personal book of business, there is usually an “unfaceable” truth sitting right in the center of the room.
- For the CEO: It’s that one “top producer” who is actually toxic to your culture. You won’t face the hit to your volume if they leave, so you tolerate the rot.
- For the Recruiter: It’s the data showing your value proposition has grown stale. It’s easier to blame “the market” than to audit your own pitch.
- For the Agent & MLO: It’s the prospecting gap. You’re busy with “admin” because facing the phone feels like facing rejection.
The Cost of the “Shadow”
I’ve noticed that when we don’t face a problem, it doesn’t just sit there. It grows teeth.
An awkward conversation with a staff member that you avoid today becomes a legal headache or a mass exodus six months from now. A flaw in your lead-gen that you’re “too busy” to analyze becomes the reason you’re stressed about your mortgage in Q4.
Avoidance is just a high-interest loan. You get a little peace of mind today, but the balloon payment at the end will break you.
What Happens When You Turn Around
Here is the shift I’ve witnessed: The moment a leader stops squinting and actually looks at the mess, the fear starts to dissipate.
I’ve seen CEOs finally fire the toxic producer and watch their office energy – and retention – skyrocket. I’ve seen agents admit their CRM is a disaster, spend a weekend cleaning it, and find $5M in “lost” pipeline.
The “facing it” part is 90% of the battle. The “dealing with it” part is just a checklist.
My Takeaway
We’re in a business of transparency and contracts, yet we’re often the least transparent with ourselves.
So, here’s my challenge to the high-performers reading this: What is the one thing in your business right now that you are hoping will just “sort itself out”?
Whatever it is, face it this week. Not because it’s easy, but because you can’t lead a team—or a life—that you’re running away from.
