Real Estate Is a Lonely Business…But It Doesn’t Have to Be

by Steve Shull

When I walked into the Game Plan 2025 cocktail reception at the Luxe Hotel on Monday night, I knew then and there that the event on Tuesday would be something special.

Why? Because the place was BUZZING.

Because before anybody got on stage…

Before any transformational wisdom was shared…

Before any coaching took place at all…

There was a powerful sense of community.

You already know that real estate is a very lonely business. It feels like you’re on an island, even when you work in a big, busy office. 

If you’re doing things the Performance Coaching way, you’re even more isolated, because your colleagues probably don’t get it at all. You can’t talk to them about this stuff.

But at this event, we were all on the same island together.

This was not your typical gathering of real estate agents. It wasn’t a beauty pageant where everyone is out to put on a show and gauge the competition.

There was real love and camaraderie in that room.

There was respect, affection, and closeness—things most agents never find at work.

All because this is truly a group of like-minded people looking to learn from each other and support each other in building a sustainable, scalable, stress-free real estate business.

In this community, we do not subscribe to the nonsense that permeates this industry.

Success is not about your ranking or your production.

We do not wear “busy” as a badge of honor.

How you do business is more important than how much business you do.

And when you truly understand and believe that, it opens the door to levels of excellence most agents can’t even conceive.

Nowhere was that clearer than in our two agent panel sessions.

A dozen top agents joined me on stage to share their wisdom on how to raise your price point and how to increase your productivity.

Many of those people I’ve been working with for 20 years or more. I know their journeys. They all started from zero, just like every other agent.

And by sharing their stories, they showed that becoming an elite agent is not a matter of luck or charisma or hope. It takes resilience, knowledge, confidence, focus, and consistent effort. 

And if they can do it, so can you.

But there’s a reason most agents never do, and that reason became crystal clear in Jonathan Lack’s session on business strategy.

Here’s the slide that was a major a-ha moment for me:

This right here is the difference between selling property and building a business.

To build a real business—one that can grow and last without burning you out—all these boxes have to be in alignment. 

When you’re just focused on selling property, you ignore most of these boxes. They’re not even on your radar, much less in alignment. 

And because of that, there’s a ceiling on how much you can grow. When you hit that ceiling, you’re on the path to burnout. 

The only way to get off it is to start getting those boxes in alignment…but the reality is, no one person has the bandwidth to do all this by themselves.

The agents on our panels are the perfect examples of what you can achieve when you understand and accept this.

They KNOW they can’t do everything…so they focus on doing what’s most important.

They delegate and automate wherever they can.

They invest in coaching and commit to getting better every day.

They proactively choose how to spend their time and energy, instead of reacting to whatever shows up.

Most importantly, they put up guardrails—the 6 Building Blocks—to keep them on the right path.

Because without guardrails, you’re gonna chase a deal…especially now, when the last couple of years have been so hard. There has been no wind at your back. Buyers and sellers have been waiting on the sidelines for what feels like an eternity.

OF COURSE you’re tempted to chase instant gratification.

But it has never built you a thriving business before, and it won’t do that now.

That’s why being part of this community is so powerful.

You get to learn from people like our agent panelists, who are living examples of what you can achieve when you commit to prioritizing how you do business over how much business you do.

And you get to surround yourself with like-minded, kind-hearted people who are all trying to learn and do the same thing.

So you don’t have to keep wondering and guessing what you should be doing every day.

You don’t have to feel like you’re on an island all by yourself.

If you’re not in this community yet, the new year is the perfect time to join.

The next session of Daily Accountability Calls and Role Play Groups are open for enrollment now.

And if you missed out on Game Plan 2025, you can now buy the recording for the same price as the live stream—$429.

As always, if you’re not sure where to start, just book a free consultation call with our team. We’d love to help you figure out how to set yourself up for success in 2025.