Database to Dollars: How Real Estate Agents Can Turn Conversations Into 50+ Transactions a Year (with Isaac Guzman)

In this episode of the Be The Solution Podcast, host Maria Quattrone sits down with Isacc Guzman of LPT Realty to break down one of the most important truths in real estate:

The money is in the database.

Isacc shares the system his team uses to help agents consistently close 35–60 transactions per year by focusing on daily conversations, database clarity, and intentional follow-up.

The conversation reveals how agents can eliminate confusion about what to do each day and instead operate with a structured cadence that moves people through their database toward signed clients and closed transactions.

If you are a real estate agent looking to increase production in 2026, this episode provides a practical roadmap. 

Key Concepts From the Episode

1️⃣ The Three Parts of Every Real Estate Database

2️⃣ Why “Working Your SOI” Often Fails

3️⃣ The Weekly Database Cadence

4️⃣ Conversations Drive Closings

Best Quotes From the Episode

Isaac Guzman:

“There’s no such thing as time management. There’s only energy management and choice management.” 

Maria Quattrone:

“There’s never been a closing that didn’t start with a conversation.” 

Guest Information

Isacc Guzman
Chief Growth Officer – LPT Realty
Real estate team builder and production strategist
 

Connect with Maria Quattrone:
Facebook: Maria Quattrone
LinkedIn: Maria Quattrone
YouTube: Maria Quattrone
Instagram: @maria_quattrone
TikTok: mariaquattronerealestate
Website: MQrealesate.com
Office number: 215- 607-3535

Transcript

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Framing The Problem And Goal

Maria Quattrone 0:00

Friends, welcome back to the Be the Solution podcast. I'm excited today to have my guest, Isaac Guzman from LPT Realty. Isaac is somebody I've known for, gosh, a while now. I want to say we met maybe eight years ago or something like that.

SPEAKER_00 0:17

20 nine, 2018, 2019, somewhere around there.

Maria Quattrone 0:20

Yeah. So Isaac is a beast at what he does. He is remarkable. And today we're going to break down. We know the money is in the database and how to use your database to make more money in 2026. So Isaac and I were talking just behind the scenes, and he was explaining these great things to me. And I said, you know what? Let's talk about this today because I think agents need this right now. We need this right now. We're almost heading into our spring market, and spring markets to break any moment in time. So we're going to dive right in. And Isaac, let's take it away.

SPEAKER_01 0:57

I'm super excited and grateful to be here. Uh, I love the Be the Solution podcast. I watch it every chance I get an opportunity to. Um, and you got some great people on here. So I'm honored, definitely. And um, you know, I think what we were talking about is frankly, one of the biggest challenges I had in getting into real estate. And I see this for the decade I've been decade plus I've been in real estate. It's pretty consistent across the board, which is an agent showing up and a couple of things happening, right? When they come to work, right? Whether that's at home or in the office doesn't matter. When they're ready to work, there's very little in this industry that says, here's what you do today, right? There's some basic stuff that we should do every day. But like, what do I do at Tuesday at 11:38 in the morning? I've already done some prospecting, I've already uh maybe gone to a role play or been to my team's huddle or whatever. But like now, what do I do to make sure that I'm spending the high that I'm actually spending this time wisely? And I think that that's what we're always looking to solve because one, it gives us that peace of mind, right? That like, hey, today was productive. I actually moved the needle. The other thing I think that's really important is there's more to do than we ever have time for. And so, given the fact that like I might have 96 things that I probably should do today, but in reality, because of life and clients and family and just whatever, I maybe have time for 34. Well, then, like, what are the 34 that I should do, though? And that's always been a challenge for me, at least. So that's kind of why we we looked at the database and said, how can we crack the code on just providing that answer? What should I do today? And of the things that I probably should do, what are the

Why Most CRMs Fail Agents

SPEAKER_01 2:45

most important ones that I actually have time to do? Because I've never met a person who's like, I had enough time in the day to do all the things that I should have done. I've I've yet to meet that person.

Maria Quattrone 2:56

Not in real estate for sure, especially today, in today's environment, there's so many shiny objects that are coming at us more now than ever. And now learning how to use AI and anthropic AI and this and that. It it's enough to make your head spin, quite honestly.

SPEAKER_01 3:16

It really is. And um I I think that the age-old the best CRM is the one you use, is is no longer true. Um, and what I mean by that is the best CRM is the one that makes it easy to use, and that's not true of all CRMs, right? So, like, hey, I don't care if you use a spreadsheet or is it I mean, sure. If you're actually gonna use it, maybe that's like slightly true. But like, what's the problem with the other CRMs that you wouldn't use them? That's the way I think about it, right? I mean, maybe that flies in the face of like age-old wisdom, but that's kind of the way I've always looked at them. Well, what CRM would make it easy to use such that I would use it, and then then I guess like it would make sense. The best CRM is the one you use, right? But um, so I don't know. That's that's just kind of what we were looking at when we when we started embarking on this. And I think the reason this even came up is you were asking, um, how's business going so far this year? I said, you know, two weeks ago we had the best week we've ever had in company history, and it's you know, early February. And so you asked me what you attributed to, and I gave you a couple things, but I was like, really? It's the agents getting the clarity that I think they've been looking for in what to do on day-to-day, or when it were when it revolves around how to look at their business and their database. So, what we decided, if you want, I could just kind of break into kind of yeah, let's break it down. Let's yeah, sure. So what the first thing we realize is your database actually has three parts. And like most of us actually know this inherently, but it's being explicit about these things that's been really helpful for agents to kind of

Database vs Pipeline vs Network

SPEAKER_01 4:50

unlock parts of their brains around this, right? Including me, by the way. So there's three parts of your business. There's your database, that's everybody and everybody. That's complete strangers that you you ran Facebook ads four years ago. Remember when you thought you were a good Facebook ad runner, and then that person never picked up after 38 calls. There, that person is in your database, so is your mom, right? That's all your data. It's exactly what it sounds like. Then there's your pipeline, right? And your pipeline is people that are interested in buying, selling, or investing in the next 12 months, at the very least, right? After that, it gets a little bit fuzzy. And then what we also decided is we don't believe in working your SOI. I know that sounds sacrilegious, but stick with me on this. We don't believe in working your SOI because there are people in your SOI that you don't like. There are other parents, there are family members in your SOI that when your coach and you name it, right? Somebody says, Call everybody in your SOI. You pick up your phone and you call the 19 people that you really like and want to hear their voice and would not mind going to their daughter's dance recital. That ended up being the results of that call. And then there's a whole slew of other people you're like, I don't want to call this person, I don't want to talk to them. But the party should dig your past client of yours. You did a transaction with them four years ago. You got to call your past clients. I can't stand this person. Like, is in your line, if you if you sold a decent amount of real estate and you feel and you're like every past client is somebody I love and want to connect with on a personal basis.

Maria Quattrone 6:22

If I don't like the person, I don't call them ever again. Why would I?

SPEAKER_01 6:26

Yeah, but here's the problem that a lot of us get is we go, I'm all in on this coaching program, on this training, on this whatever. I'm committed, right? And part of it's call everybody in your SOI. And so day one, you're like, I crushed it. I called a bunch of people that I like to talk to. And then day two, you're like, I called about 40% of the people that I should probably talk to. And then you feel like a failure. And then what do you do when you feel like a failure? You stop. Nothing. Right? You stop. You go, I guess, I get there. Goes that. Guess, guess this isn't my year, right? Not in the same me, because I don't do the things that I said I was gonna do. And when we start looking at it is, well, why don't we do those things? Well, because those people don't give us energy, right? Let's be real. Running a real estate business is exhausting, it's super busy, and um, frankly, you need to protect your energy. It is an energy management game at a certain point, especially as you produce more and more, right? It's an energy, you got to protect energy more than you got to protect other things, right? And so, with that, we said no more SOI. Your SOI exists, it's still a thing, but who we're gonna spend time on if it's business time, it's a business hours. I'm working on my business. The people that I'm gonna work with are what we ref what we defined as network. The way that we define network is pretty simple. They're people we want to do life with, and the easiest way to figure that out is or how to build it if you don't have a big one, because like you know the people in your sphere that you want to do life with, they they're the people that you can spend four hours with them and want to keep going. And you also know the people in your life that are the exact opposite. You spend 30 minutes with them and you feel like you need a nap and a snack after hanging with them because you're like, oh my god, they're draining the heck out of me. Right. And so, because of that, we said your network is people you want to do life with. If you want to learn more about how that is or how you can grow that, we have a framework called GDP, uh Geographic, demographic, and psychographic alignment. Where do they live? Because, like your best friend from college who lives four states away, as much as you love them and want to do life with them, they're not gonna support your business. They can't, but in your marketplace, they're not gonna be able to refer you very much. They could cheer for you. But again, I'm talking this is business hours. I'm working on growing my business. Doesn't mean I can't talk to them outside of that. I'm this is business time, right? And so, geographic, they got to be somewhere near you, right, to support your business. Demographic, they're probably in the same life as style as you or life of you know, milestones. They they have small kids, you have small kids, right? I'm not saying exclusively those are the people you need to hang out with, but they are a lot easier. I spend more time with parents of young boys than I do with other people because I have young boys that love playing basketball and baseball and football and soccer, and we're always in some sporting event, right? So that's who we spend our time with. And uh psychographically is like the things that you're into. Hey, I really like hiking or whatever, right? And so, like those kind of be they become the easiest ways to grow that network, but but it's kind of like uh they say you know when you see it, right? Like you know who your network is and you know who your network is not. Like you might have a brother-in-law that's part of your sphere, but like you don't like spending time with them, right? That's not me, by the way. I love my brothers-in-law. Uh, so, anyways, we decided we're breaking up that database, and we want agents to feel really confident in what they're doing on a day-to-day basis and know that they're working towards something that just leads. So then we started mirroring that truth with in our database. So, like, how can we work that, answer those questions, help them refine that? Um, maybe I'll pause there if you have any questions or anything. I don't know.

unknown 10:04

I don't want to do that.

Maria Quattrone 10:05

No, I mean, it makes sense. In fact, I don't really, I guess SOI, if you can say SOI is past clients, you know, people they somebody asked me on the Zoom yesterday that I did for this. I was giving

Energy And Choice Management

Maria Quattrone 10:20

a talk to like 50 agents, and I said, I mean, if my past client moved to Florida and they're retired, they're never doing transacting any business again in Philadelphia. I probably am not talking to them. Like, and my family members or extended family members, I don't talk to them either because there's it's not I don't talk to them, it's that I'm not asking them for business.

SPEAKER_00 10:42

Correct.

Maria Quattrone 10:43

I'm just not. They, if they want to contact me, you know, I found that doing business with people that you don't know, or your network of people that you do know that are in the business from a referral standpoint, or it's a better match. Yep, sometimes it's better not to do business with family, honestly.

SPEAKER_01 11:04

Well, that well, think about this. You have a cousin, we all have a cousin, a nephew, a something, right? And this is the way I think about it. You could love them, you could actually want to do live with them, you could be going to a concert with them tonight, but they have a best friend, a sister, whatever, who is a real estate agent that they refer the business to. This is the line we like to draw. During business hours, that person doesn't exist. You are only focused on reaching out to people that will actually support your business. Again, you can still love them, you can still appreciate them, you can still send them cards, all the things. But when it comes to business day, which for us, our network day is Fridays, right? We focus on our network on Fridays, and I'll well we we can jump into the day-to-day stuff that we I was talking about before the podcast, but you don't call that cousin, you call the cousin who would refer you, right?

Maria Quattrone 12:00

Because it's I think what you're saying is so let's let's make it easier for everybody to understand. We're talking about business time, not social time, and don't mistake a social call with a business call and think it's actually working. Yeah, is that what it is?

SPEAKER_01 12:19

Yeah, exactly. I called my sphere. Yeah, you called a bunch of people that'll never help your business.

Maria Quattrone 12:23

So I think that's something really important because the industry says, call your SOI, call your SOI, call your SOI. That's who you should get your business from. The reality is nobody has enough SOI to actually have a sustainable business year over year over year over year at a high level. Sure, if you want to do like 10 transactions a year, you that that work. But we're talking about people in this instance, you're talking about people that are looking for for a deal a week, right? Transaction a week, 50, 50 a year. And so to get to 50 a year, you really have to be very careful of where you spend your time, who you're spending your time with, a time block calendar, and a systematic and that's systematic, that literally like you press a button and you follow the you follow the rules.

SPEAKER_01 13:15

Yeah, and then one of the things we talk about too. We go, listen, you know, there's no such thing as time management. There's only two things you can manage in your business: choices and energy, right? So I believe in time blocking, but you have to make a choice to honor the time block, right? So that's another whole that's a whole other thing we talk a lot about, is it's all about what choices you make.

Maria Quattrone 13:34

It is, Isaac. I think it's important with the when you make a choice and then you don't honor your choice, you're out of integrity. When you're out of integrity, little by little, it takes it strips away your confidence. And you need the confidence.

SPEAKER_00 13:49

Yeah.

Maria Quattrone 13:50

So to get the confidence, you have to have courage. Courage comes before confidence.

SPEAKER_01 13:55

Yeah, 100%. By the way, like, how pathetic is this that this is courage, at least in my life? Maybe I'm only speaking for myself here, but like, how pathetic is it that there's actually a version of courage that's like, I have to be courageous enough to tell my mom I can't talk right now. I have to make business calls because my mom's retired. She calls me whenever she gets an idea in her head to talk to me, right? Well, if I have a time block at 7:30, right, for a podcast, it's actually just happened. If I have a time for a podcast, I go, mom, this is a choice. It's not time management. This is choice management. Mom, I'll talk to I gotta call you later after the boys' practice. I gotta jump on a podcast, then we gotta run a baseball practice. That like is not easy with an amazing mom like mine who may try to, you know, sling a little guilt at me for for not talking to her enough in the morning. Uh, so I mean, it could even be something like that, where you're right, it does take that little bit of courage.

Maria Quattrone 14:53

It does take that bit of courage. And I think when you tell people how you work, you know, and this is the time, clients, you let your clients know. I learned this a long time ago. When you have a new client, you let them know my morning are for making calls, they're for finding more clients like you to work with and finding people to buy your house. And so that's my protective time, and I won't be able to have calls at that time. I went, you know, I went to this further as I only take, I don't take calls. I don't take calls, so everything gets into the schedule. So if somebody calls, now I'm not talking about my mom or dad, they don't call me during the day because they already know, like I'm very I unless it if that if the if there's a call that came in during the workday from them, I think it was an emergency. Yeah, 100% because I've been very vocal about how I run my schedule in my life, and so those the the people calling would just call and say she's in with the client or on the phone or whatever. When can she call you back? She'll be free after one. So and I don't have her have my phone ring because all the calls that get forwarded, if they rings to my phone, get forwarded immediately to the office.

SPEAKER_00 16:17

Nice.

Maria Quattrone 16:18

So it's I can't, and I I had this conversation this week with my stamp. I can't ping pong. I can't, I can't ping pong. And I think that's what we do. Um,

Defining A Productive Weekly Cadence

Maria Quattrone 16:30

the industry, it's like it's worse than you got a minute because when you're ping-ponging from one thing to the other thing, next thing, you're not as effective as of here's my time, and this is all I'm doing right now, and it's in the schedule. And then me, that's following my lead time following up with the pipeline, you know. And I want to dive into that with you, Al, uh excuse me, Isaac, and talk about the pipeline is different than the database.

SPEAKER_00 17:02

Correct.

Maria Quattrone 17:03

I think people get confused, like just call anybody in the database. Yeah, the difference is the pipeline, and I I'll say something uh that I just literally figured out a couple days ago. I looked at the number of people over the last three years that I spoke to.

SPEAKER_00 17:21

Okay.

Maria Quattrone 17:22

On a year from here's the total numbers. Okay, I looked at the numbers. On average, each year I talked to around the same amount of people, which like which is about 850. Okay, but those 850 I talked to many times. And what I figured out was so the first year in 2023, it was a thousand twenty-seven people. Okay, then it was like 800 and something, and then it was in the low 800s last year. So I went from 130 listings in 23 to 160 listings in 24 to 192 in 25. It's crazy. Talking to less people, talking to less people, correct. Talking to less people, and so I only talk to the people that are tag seller 2026. They may sell in 26 with me or not, they may sell in 27. I don't know yet. Yeah, because I haven't decided 100% for 26. Some have, but I don't know about the others. So I got 30 more listings by talking to 30 less people, but talking for 30 more hours last year. The difference taking 32 more listings was 30 hours more talk time, and really it's just intent.

SPEAKER_01 18:46

You are intentional, right? About who you spend time with, who you communicate with.

Maria Quattrone 18:52

100%. Everything is intentional. But what I've also noticed of late is that because I I'm only taking those things, I have a business to run, I'm ping-ponged by people constantly marketing, operations, accounting, and it's me, and it's actually, and I'm bringing this up because it's the other part of it, it's the managing of the energy. Yeah, and they they killing me, they're killing my energy, yeah. And I think this is so important because it doesn't have to be your staff, and um, there's nothing wrong with them, it's just that they I can't work like that. I have to work in silos, yeah, but it can be anybody who's zapping at your energy. Oh yeah, your co-worker, it could be your family, it could be another agent on a deal who wants something right now that doesn't need the thing right now, they don't need it for two more days. Oh yeah, because I had people ask me, what do you do if a deal's blowing up? I said nothing for those two or three hours. The deal can be blowing up, and it could be still blowing up three hours from now, and three hours from now it can be fixed. But I see that this is something that happens, and then part of it is because there's not enough the agents may not have enough transactions, so they're babysitting a transaction or two or three, and there's not enough talk about really protecting your future business, and your future business is happening right now, today.

SPEAKER_01 20:31

Yeah, there aren't no emergencies in real estate.

Maria Quattrone 20:34

Like we're not operating on a brain, yeah. I say it like that because it's dramatic, right? So it's like you can get that. No one's on the operating table dying.

SPEAKER_01 20:46

Yeah, exactly. And the stakes aren't that high. You don't have to go tell somebody, hey, your loved one is now gone because I didn't answer my phone.

Maria Quattrone 20:56

It's not a thing, but agents treat it that way sometimes, though. All the uh the of the time I see it happening, and I I saw something the other day, and I'm just curious of what your thoughts are about. I think there's a real problem with lack of controlling emotions, controlling how we respond to the deal blowing up, controlling how the client gets delivered the information. Like, did you ever get an email from somebody saying, or just a uh yeah, an email that says deals canceled? Yeah, inappropriate. Yeah, it's but so many, there's so many things, and I think the only thing we can control is our calendar, our schedule, what we choose to do. And I want to run down like this weekly cadence that you had that you're you're space.

SPEAKER_01 21:48

Yeah, so what we decide, what we realize is this there's certain things that you have to do every single day. It doesn't matter what day it is, doesn't matter how you're feeling today, that it doesn't matter what happened yesterday and what you Got the rest of the day. These things got to get done. And that's usually calling new leads, getting in contact with those leads that you've tried to reach out to but haven't spoken to, right? Make contact. That's we literally call it uh first attempt, make contact. These are our lists inside Follow Boss, right? So we have collections called, we have our collection called Daily Attack, and then our smart list under Daily Attack is new lead,

Daily Attack: From Lead To Signed

SPEAKER_01 22:25

make contact. Those are people that you've tried to reach out to, but no new lead is yeah, you haven't even tried. Give it a shot, reach out to them, right? And make contact is exactly what it sounds like. Hey, these are people you reach out to, but you haven't connected with, right? Next one is um schedule appointment. Hey, these are people you've spoken to, but you haven't met, you haven't booked some kind of appointment with them, right? Preferably a consult. You do not pass go. I don't care how many homes you show them. If you don't pass, if you don't book a consultation, then they fall into uh they stay in the book consult list, right? And then the fourth one is sign client. What that means is these are people you've met with, but you have not signed, right? Because here's what we know showing 20 houses doesn't necessarily mean a deal, right? The biggest indicator of actually getting a uh of an opportunity, of actually getting it into a transaction, right, and getting paid is that you have a signed client. Not because that paper is magically enforcing something, it's because what you do at the console, what that signature signed document represents, is that you did a good needs analysis, you discovered what they're really looking for, their wants, their needs, their must-haves, all of those things. You've conveyed to them the value of working with you exclusively so that if they cool off, if they end up re-signing the lease, if they end up uh kind of just taking their foot off the gas, or they find a property somewhere else that you didn't introduce them to because they just saw the the soon sign pop up in that neighborhood while they were on their jog, they turn around and immediately go to you, right? So, like we're big on you sign clients. We're still very focused on that. I know a lot of companies have gotten away from that. Um, we've leaned into it even more, right? We're like, great, you're not gonna buy for a year. Let's sign them, even if that's not enforceable a year from now. Because I want you to, I'm gonna sit down and have demonstrated value, right? I want to sit down and have had that level of conversation with you because you're gonna have that much more uh belief in me and commitment to me, right? So, anyways, that's that's the daily attack. The daily attack is move people from new all the way through to signing them because that's an everyday thing. We cannot not do that. Doesn't matter what day it is, doesn't matter how you feel, doesn't matter what happened yesterday or what's going on later today. You got to get that done. So that's the daily attack. Then what we decided to do, and the agents love it, like hands down. I'm getting so much good feedback about it, is we just said, listen, there's certain things you're gonna do throughout the week. We're just gonna bulk them into each day. So Monday's maintenance. Monday, we know you're tired from showing properties all weekend and running open houses and writing offers, and you're probably negotiating deals on Mondays, right? That's like a big day for agents. That's why we see a lot of contracts come in late Monday, early Tuesday, is because it's like, hey, we saw seven houses, we wrote two offers, we're negotiating right now on one. We open up escrow end a day, Monday or early Tuesday. So we know that it's a really busy day. You can't get away from a daily attack. You still need to follow up with new leads, get people on the calendar, hold consultations, sign clients that you've met with. That's an everyday thing. Monday, though, is maintenance day. And that's we have all these lists where you're just missing data, right? If their birthday is empty, if their source is unspecified, I think is the term they use instead of our unspecified and blah blah blah. Unspecified, right? Yeah, no, no date, no birth date, right? Like all these things that no address, whatever it is, if you don't have that in there, that's just Monday. So maybe you're just chilling, just doing data entry and database hygiene, right? Yeah, and the thing is it's actually kind of freeing. Like yesterday, I met with an agent and I go, Hey, like, see all these people you've met with probably six out of these 14 inside this thing, but you haven't put your consult date in your custom field, right? And so because of that, they're showing up on this list. And she's like, Oh, okay, well, I have a showing right now. I'm like, wait, wait, wait, wait, don't do this right now. Do it on Monday. There's a day for this. And she's like, Oh, yeah, you're right. Okay, I'll do it on Monday, right? Like that anxiety of like, I have showings later today, I have to pick up my kid, all these things. It's like there's a time and a place for this. Yes, you suck at database management. Now I'm talking to myself, right? Not her. She doesn't suck. But yes, Isaac, you suck at database management and data entry. That's okay. Fix your mistakes on Monday if you need to. Now, that doesn't give you an excuse to just blow it off today. Please enter your notes in after you have those showings, right? Like, don't fall into that trap just because, oh, I could do it Monday. Don't be that person. But when you do recognize, oops, I had some stuff I need to enter. Great, that's when you do it. Oh, I haven't entered in these 15 leads from my SOI. I haven't entered in the people from the open house that I'm probably never gonna call them anyways, but that's a whole different subject. I need to enter them on Monday. Tuesdays is all nurture in nurture in our CRM, which is follow-up boss, there's a little uh section, uh a um a field called time frame, right? And it's it's uh zero to three months, three to six, right? So on and so forth. And so, in like some of the lead sources that we get, like Zillow, that's self-selected. They the consumer selects that themselves. So, anyways, we what we do is we have the list and it's like past due. Hey, these people are past their self uh uh admitted window for purchasing, follow up with them. The next section is those people that were in their window right now, right? The next section is that window is coming up in about 30 days or less. And then the next one is their window is 30 days or

Monday Maintenance And Data Hygiene

SPEAKER_01 28:05

more out. And so for us, one of the things that people sometimes get overwhelmed with is like how many leads could you potentially have in there? That's a lot of people inside their database. But we're really clear on this. We don't consider it nurture, and this is something that we're working on still. I'd say 30% of the agents actually like this is retained in their brain because this is new information that we're constantly going through with them, right?

SPEAKER_03 28:28

Right.

SPEAKER_01 28:29

We basically say this inside of our organization, I don't care what anybody else says, inside of our organization, nurture that nurture and that stage nurture is reserved for signed clients. Everybody else is follow-up. And the reason we're very we're very specific on the language we use, because language matters, right? If I go, man, I'm having trouble with my follow-up in my organization, in most organizations, that could mean a lot of things. In our organization, it means this is somebody that with whom I have not signed or whom I have not signed, right? I have not sat down with this person and signed them as a client. If I say follow-up, if I say nurture, man, my nurtures are just out of whack. Here's what I know. In any organization, I don't know what that means. Could mean a lot of things. In ours, it means a signed client. And those you could have two different, very different approaches based on that. And so, anyways, nurture's reserved for signed clients. And the reason the way we explain it is I don't go to Home Depot and water avocado trees that I have not purchased, right? I start tending and nurturing those plants once they're here on my ranch, once I own them. Once, right? So, anyways, that's how that list isn't wildly long. I'm not calling everybody and anybody that's in my database whose time frame is up now or in the future or whatever. I'm calling signed clients who, for whatever reason, are not actively out looking at properties, right? They're like, hey, I just re-signed the lease. I love you, I'm gonna use you, you know, whatever it might be. I'm going on. We we're a big military town. I'm going on um on for four and a half months when I get back, right? So those are what we call, those would be nurture or standby clients, right? So that's Tuesday. Wednesday is client care day. And what that means is anybody you have under contract, any listings you have active, anybody you have signed but isn't active. We call them, we give them the updates, right? Whatever it is. Now, our smart list is also set up that if you've logged a note, a call with them in the last 12 hours, or I'm sorry, 24 hours, that's fine. They're not gonna show up in our list because, like obviously, you did it yesterday. You probably had some necessary conversation with them. We're not gonna force you to do it today to clear your list, right? So, anyways, Wednesday is client care day. And we set that expectation when we sit down with them and sign them, whether it's on the listing side or the buy side. It's like every Wednesday, you're gonna get a full update. And then for buyers, every Wednesday you're gonna get a full update on what's going on, and I'm gonna send you some properties that we're gonna go look at the following seven days, right? So we set that expectation. Thursday is um money day. Money day is anybody that you're actively showing homes or writing offers with, and it's just a reminder like sometimes you get a lot of those people, sometimes you have 12 of those people, and not every 12, not with them want to see a house on Saturday, but you have like 12 of them, and sometimes you forget because you're like out of sight, out of mind. So every Thursday is money day, and that's hey, here's all the people that you have in these stages. Make sure you have something on the calendar in the next seven days with them. There's zero reason. If you have a signed client that you've been showing homes and writing offers with, there is no excuse not to have them somewhere on your calendar in the next ever at all times. So on Thursday, we're like, this is your time. Well, there we go. Sorry, my camera's crazy. Um, on Thursday, we're like, this is your time to make sure that you have them on your calendar, right? Always have an appointment with clients. It's even not a show,

Tuesday Nurture And Timeframes

SPEAKER_01 31:50

it's a strategy session, it's a you know, whatever it is. So that's Thursdays. Fridays is network day. That's where we're reaching out to people inside of our network, trying to have what we call network consultations, which is just getting sitting down with them, talking with them. We have one initial one. Everyone needs to go through their entire network, have an initial network call where they sit down and go, Hey, I want to learn about your life goals in real estate. I don't care if it's five years from now. I just want to learn about it so that I can always be the best resource for you possible, right? Let's grab some coffee, let's go on a walk, let's do whatever. Because remember, these are people that we want to do life with anyway. So we would go on a walk with them on an average Saturday anyway. Just make it intentional. And then once a year, make sure you have a very specific business conversation with them about what's going on in their house. Are they in the right loan product? Do they have the right insurance? Do they need a handyman referral? Right? All those things. We just track that because the thing is, like you might have seen, I'm drinking out of my Zillow Cup. We take a lot of Zillow leads, but we want agents to move past that dependence. We don't ever need them to get off of Zillow, but we want them to not have to be dependent on inbound lead sources like that. So a network is a big place because the penultimate goal for most agents, I would actually argue for all agents, but most agents maybe don't know this, is to be a repeat and referral-based agent, right? Is to make good six figures, just getting people that go, hey, remember me? I'm gonna introduce you to somebody, or I gotta sell a house again, right? Like that's the goal. Doesn't mean that's what we always end up getting, right? But that's why we're so big on network. You have to follow up with them, you have to talk with them, and they have to be specific people, can't just be your SOI, like I said at the beginning. And so that's how we break down the week. And what's great is the agents no longer are wandering around, like, what should I be doing today? Right now, at this point, it really comes down to choice management, right? So, uh, what I mean is there is no I didn't know what I should be doing. I had no clue. No, you did, and you made a choice not to, and that's a very different thing than I didn't have the clear instructions. What is it like the art of war? Sun Tzu says something like I'm gonna probably butcher it, but something like if the troops don't understand the orders, it's the general's fault, right? Well, like, hey, we did our best to take that much of it off of our plate. So, anyways, I'll shut up now and just that's kind of how we break it down.

Maria Quattrone 34:17

At the end of the week, Isaac, how many conversations should an agent be having?

SPEAKER_01 34:24

They're probably well, it really depends on their lead flow, but if you're not having at least a day, I don't think you're like really getting after it, right? The truth is, if you're hitting 25, so our top producers are having somewhere around 25 a day. And to your point, though, it doesn't mean they're all cold leads that they talk to for the first time. It's oftentimes the exact opposite. It's they've had you know multiple conversations with somebody throughout the week, and so yeah, I mean that the reality is so 25 a day.

Maria Quattrone 35:01

So those 25 a day, how many transactions are they closing a year on average at 25 a day?

SPEAKER_01 35:08

So the people that we're tracking really hard. So we're doing some like kind of like a small, I think I shared with you before the podcast, something called the space race, which is like the race to 50 units, right? So these are it's a group of agents that were monitoring every single thing they're doing and coaching them like one-on-one on a weekly basis so that they can um so we can just like learn what are the actual habits of people who sell 50 units on our team, right? 50 units plus some of them are gonna blow that out the water based on their current trajectory. Like I have an agent right now who has five closings already this year and nine in escrow. Um, and so, anyways, what what they end up selling is anywhere between like 35 to 60 houses. The ones that are selling the that that are making those 25 connections a day on a on a good day. Um, and and actually the average probably closer to like 18, but I'm saying like the top, top, top people, they're they're on to sell like 60 houses.

Maria Quattrone 36:06

If you want to do 50, 30 to a year, you have to be talking to 100 people a week, 100 comp percent yeah, 100% a week. And 10 is gonna give you what? What do you think?

Wednesday Client Care Standards

Maria Quattrone 36:20

Maybe maybe a month. I was gonna say between 18 and and 24 a year, like one point I I figured 1.5 a month.

SPEAKER_01 36:29

Yeah, I I'd I'd easily bat up, right? Like I'd I'd coast in on that.

Maria Quattrone 36:34

And in most markets, like you're in a market higher end market, but a a lot of markets, like our market, 18 is not a real great living.

SPEAKER_01 36:45

No, it's not our our market is different. I will say that. If you're selling 18 in San Diego, chances are you're like you think you're God's gift to real estate, and you're like, I made a ridiculous amount of money, but that has more to do with the price point than it does anything else.

Maria Quattrone 37:02

Yeah, yeah, I thought, yeah, I I've always from for 20 now going in 23 years, 20 conversations a day. I actually have a hard time making 20 conversations a day, personally. Well, so here's because what it is, because I every 4.5 I talk to, I can convert to an appointment. So I end up having too much work to do.

SPEAKER_01 37:35

Yeah, you'd be selling 400, you'd be listing 400 homes a year if you were having 20 conversations a day, and you'd be run red.

Maria Quattrone 37:42

So yeah, yeah, it's I and and so we're you know, I want everyone to know that we're using averages, you know, probably an agent that's been in the business who's who's doing 25 conversations a day and doing 50 plus deals a year. They're not year one in the business or year two in the business, most likely. You know, it takes, I would say, like three years almost into your three years to really have a good understanding of the industry, even like words, terms, you know. Who's Freddie Mac? Fan Fanny Mac, Freddie Mac, who's what's even understanding even what's not true ever. Yeah, yeah, there's so many things, there's so much that you need to consume and learn. And you have to be somebody who really wants this, and I think you really need to want it now more than ever.

SPEAKER_01 38:45

Yeah, I agree 100%. I think that right now, what's what's wild everything you just said is one, we we're really about the fact that um the compound effect is real. We're like, hey, if you do spend 10 years working really hard in this business, and here's the thing that like I maybe it's sacrilegious to say, but it does get easier. Clients do just even if you suck at follow-up, like deals fall into your lap because you have this body of evidence, you have this body of work, you have this army of people behind you that even if you suck at follow-up, right? If you've sold 132 homes, you're gonna get random people that are like, Hey, can you list my home? I you I buy seven years ago. You've been really crappy at follow-up, but I remember you. That's gonna happen, right?

Thursday Money Day Scheduling

SPEAKER_01 39:35

Your name's gonna be a little bit more prevalent. People are gonna know, more people are gonna know about your real estate business. And so that's not an excuse to take your foot off the gas. What it is is something to shoot for to say, there is a potential for me to scale up my business faster, right? My business can continue to grow with the same amount of energy output, right? And like I call her brunch Betty or Brunch Brian, which is like that real estate agent that it just seems like all they do is go to brunch and they make $190,000 a year just kind of hanging, right? Well, granted, they've been in the business 28 years, and by the way, they remind you every single time you do a transaction with them how long they've been in the business. But, anyways, that's a real thing. And like, but if you're intentional, now it took her or him 28 years to build that up by accident. You can do it in seven to ten on purpose, right? But you have to be intentional, and then the other thing is well, then you get to decide do I want to just stay here forever and and just kind of like float, or do I want to continue to give the same amount of energy I've been getting, leverage the compound effect of my skills and my database and really blow up and go from 130 listings, which is people's dream, to 160 to 193 or whatever it is. Like, right, like you're you have the same amount of energy or likely around the same amount of energy each year, right? But your results have gone up, and that's the compound effect over time of compounding skills.

Maria Quattrone 41:01

I also don't go to brunch. There you go, or lunch. Yeah, I actually go maybe to lunch maybe twice a month, and I try to have it across the street from my office so that it's it's not a three-hour, two and a half hour thing traveling to and from and all that. But you know, I'm not the usual person, so yeah, yeah.

SPEAKER_01 41:24

I I eat meetings on doing stuff. Like, I don't know, I've seen you, yeah. You've seen it, right? Like I will sit there and I will sit there and do it, and I'll eat breakfast on calls, I'll eat lunch on calls. I'm like, hey, I I gotta eat, but I also there's I don't need to go like you know, do all that stuff.

Maria Quattrone 41:44

Yeah, so yeah, I make my lunch or chip makes my lunch and everything's homemade and home cooked, and I don't try to eat anything that you know. If I do eat something that's not that, I don't feel good. Yeah, too much preservatives and all kinds of stuff and everything. But so at the end of the day, like here's the deal the money's in the database, the money's in the people that have you've been the money is there, it's just like how much of it do you want? How many people do you want to serve? How many families do you want to help? Yeah because the more families you help, the easier it gets.

SPEAKER_01 42:24

100%.

Maria Quattrone 42:25

And it is the compound effect. And in fact, Isaac, I'm glad you brought that up because when

Friday Network Building With GDP

Maria Quattrone 42:30

people get into the industry, new agents, I always say, I used to give them out, I used to have like tons of these books. I used to give them the book, The Compound Effect. Oh, yeah, by Darren Hardy. And it's one of my favorite books. And I actually do a little uh example. I said, take a piece of paper, draw a line on the paper, draw a line, and draw lines right next to it, and keep drawing the lines. 30 days, 30 lines, okay. See how far you've come. Keep drawing. The end of the year, you're past the one page. That's how far you've come from where you started.

SPEAKER_00 43:04

That's true.

Maria Quattrone 43:05

Like for visual people, like it really is the compound effect in this business.

SPEAKER_01 43:13

Well, and that's what I said about not all CRMs are created the same. Which ones give you the ability to monitor what's going on inside your database so easily that you know who's doing what? Because, like the last list, actually, that I forgot to mention is high intent. And those are people that have been on the website in the last 24 hours, but you haven't reached out to in the last seven days. That is so gold. Those are people that, by the way, seven months ago or four months ago or 28 days ago told you, hey, we're just gonna pump the brakes, and they did, but then they never told you that they started looking again online, at least. Right? And so, hey, you've been looking at homes. You told me you weren't gonna buy until July. It's February. But all of a sudden, last night, you jumped on, you looked at 46 homes, you favored it three, and you shared two of them.

unknown 43:59

You're

SPEAKER_01 44:00

Words didn't tell me you're ready to buy, but your behavior did, and actions speak louder than words. So, like, that's the other piece. When we talk about how to make more money in your database, what are you doing to monitor and then have that flagged for you to immediately say, why has this behavior changed? Monitor people's behavior. And I know that sounds really weird, like very like, you know, big brother or whatever it is, but like, hey, we have the tools, they're on those websites. You know that everybody's listening to everything you're saying right now. That's why you're gonna get an ad for something that we mentioned here after you listen to this podcast. So the reality is use those tools to your advantage. That's the last piece I forgot to mention is we have the high intent, which is everything else be damned, follow up these people because their behavior doesn't match your follow-up cadence, and that's important.

Maria Quattrone 44:47

And that's right. And we've never been to a closing that didn't start with a conversation. Absolutely. Absolutely. Isaac, been fantastic. Thank you for your time today. I'm looking forward to uh to seeing all the great things that are happening. We have to have another whole cut podcast about LPT and what we're all doing there. Oh, yeah, and that will get on the books, but I wanted to bring this uh right now because I think it's it's seasonal. This is the time then when agents really need to like if you haven't already been diving in, you got to dive in now or you're gonna miss this year.

SPEAKER_01 45:21

Absolutely. Well, thank you so much for having me. Again, I'm honored to be here. Your guests are always amazing, so I'm just grateful to be one of them.

Maria Quattrone 45:28

My pleasure.

SPEAKER_01 45:29

All right, I'll see you. Have a great day.