My first year in the real estate business, I was a Monster. It was the late 70’s and a much different profession. I worked FSBO’s, landed my first builder and really focused. I had a blast. I was a Monster and had an annual sales volume that first year of 2.5 million dollars. I could start this book from many directions. Starting at the fact that there was a time when 2.5 million made me a Monster, says it all. The business model has changed dramatically. That was a time when we had an industry award we called the “Million Dollar Club.” Few of us attained it and if we did, it went on the business card. It was something to be proud of. Today, you may reach that volume as the co-listing agent on one Luxury Listing. That first year I was taught to get a shoebox and keep 3x5 cards in it with my clients’ names and info. It was suggested that I arrange the files by phone number because????? We did not have databases, individual brands or any concept of how to build a business. No one had an assistant. What we did have was “The Book.” All of the listings came out on Tuesday in a book. This huge book was dropped off at midnight and “WE” had the book. We could not share the book with our clients. That is what made us valuable. Without me, they had no information. It was a bit like “Ralph has the conch…” Re/Max was the first big thing to come along. Before that, Monster agents would secretly negotiate our “Split”. I got up to 70% if I promised not to tell anyone. Many agents had a 50/50 split their whole career. When the Monsters learned they could pay RE/MAX a desk fee and keep their own money….. it changed everything. There was now a real incentive for forward thinkers to develop their own business model, within the real estate sales context. As they did, Gary Keller found them. Keller sought out the Monsters around the country and shared with all of us, what they had done to become one. In his book, The Millionaire Real Estate Agent, Keller taught us all how to run a business instead of sell houses. Now there are Monsters everywhere. Every community has some real estate agents that are running a business. The old 80/20 rule, no longer applies. In most communities, the Monsters are tipping the scales. The ratio is 90/10 in many MLS groups. There are new business models and strategies that are already proven. It no longer means that you are a great salesperson if you are a Monster. You are probably a great businessperson and are running your business, as one. I love how the best of the best, in our industry are so willing to share. They do not feel threatened. There is plenty for others. Most of them modeled another and they now wish you well. Though there were some interesting differences in their game plan, they had much in common. They shared with an open heart to me. I hope to do the same with you. The point of this book is not for you to be a Monster. Be one if you choose. The point is to share some strategies the Monsters use and see if some version of that, would improve your life. The goal is to continue on the path of improvement. Here are a few ways others have done so.
