Meet Our New Coach: Rica Ruiz

Big news...

Over the coming months, we’ll be adding a few new faces to the Performance Coaching team—outstanding coaches who can help you master the Six Building Blocks to build a sustainable, scalable, stress-free real estate business.

This week’s blog is from our first newcomer, Rica Ruiz, a full-time practicing broker who focuses on helping agents establish their client base and build the essential systems of their business.

 I’ll start with a confession: I’m a coaching junkie. 

I committed to real estate full-time in 2010, and since then, I’ve been through 5 coaching programs and 11 different coaches. I’m a big believer in the power of a good coach…but to be honest, none of that coaching ever really resonated with me.

I was a great student. I did exactly what I was coached to do. In every script practice group, I was the example to follow. My fellow students asked me to help them, and more than once, my coaching agency invited me to become a coach.

But I always said no.

Something just wasn’t sitting right. I was good at using the scripts, but I didn’t like being good at it. 

When I used them with clients, it felt fake and pushy. I was getting 6%, but only by strong-arming clients into it. I woke up every day dreading my outreach calls.

Plus, the tactics I had learned didn’t seem to work very well. More often than not, I’d go to listing appointments, do everything perfectly, and still not convert. 

I was a top agent in my market, but I had hit a ceiling.

Newer agents would come in and blow me out of the water with their sales, and I’d wonder what I was doing wrong.

But they were playing a numbers game, running around like crazy chasing huge volumes of leads to get a few deals. I knew in my heart of hearts that I was NOT a transactional agent.

That’s when I got interested in negotiating. I read Never Split the Difference, which led me to The Full Fee Agent, which changed EVERYTHING.

Finally, I had found a way of doing business that felt good—that felt like ME.

Tactical Empathy was the missing piece of the puzzle in my business. It was such a relief because I had almost been ready to quit, after so many years of frustration.

I felt so strongly about it that on my first consultation with Performance Coaching, I came right out and said I wanted to become a coach.

That was last summer, and I’ve spent the last 9 months immersing myself in the Six Building Blocks.

With some of them, I was already there. I had great systems in place, thanks in part to my husband, who used to be an operations director at Google before he came to work with me. I was pretty good about time blocking, tracking my numbers, and working my CRM. I had been honing my mindset for years.

But Tactical Empathy truly changed my entire approach to the business. 

I feel authentic and confident in a way I never did before. I actually enjoy my work.

Steve always says that how you do business is more important than how much business you do, and I stand by that 1000%.

I look back at my first days in real estate, when I was a tiny fish in a big brokerage. Everyone seemed so busy, and I just sat there looking around, wondering what I was supposed to do.

The top agent dropped by my desk and said, “When you sell your first house, I’ll take you to lunch.”

I wanted to cry. I had no idea how on Earth to make that happen.

I’ve been at this for a while now, and I’ve tried just about everything. I know how hard it is. I know the frustration of getting the same one-size-fits-all advice everywhere you go and wondering what’s wrong with you when it doesn’t work.

That’s why I’m so excited to be coaching.

I especially love to work with agents who are newer to the business or feel like they’re drowning in chaos. I’ll help you establish an engaged, loyal client base and build the essential systems of a scalable real estate business.

And I’ll coach you the way I wish I had been coached—with advice tailored to your goals, your circumstances, and your personality.

If that sounds like what you need, click here to learn more and book a free consultation. 

Hope to meet you soon!