How do you know if something is an opportunity or a distraction?
Normally, I’m sharing something that has helped me grow my business in these emails.
… but today, I wanted to share something I’m currently struggling with.
Fast Value: Focus has helped me double my business in the last 2 years. I cut out way more than I added and doubled down on what we are good at. Put your head down, cancel that recurring meeting, stop taking meetings, and do what you know you need to do.
Here is what it looked like over the last two years…
2022, my team did $2.2m in revenue and lost money.
2024, my team did $4.2m in revenue and was profitable.
2025, we’re on pace to do $6m in revenue and increase our profit margins.
but…
A quote that has stuck with me is top of mind.
“When things feel easy, go all in.”
And in comparison to how things have felt the last few years, things feel easy right now.
Here is my real question…
What does “Go all in” look like?”
How do I know the difference between an opportunity and a distraction?
I’ve watched team leaders all around me get distracted and take their eye off the ball. They stopped growing or even shrank.
How do I make sure I don’t do that with my business?
These are the questions that I’m battling right now.
So… I’ll share what we’re doing right now, and maybe you can share your feedback.
Right now, we are…
a) Doubling down on our partnership relationships. Zillow has 3X’d our lead flow in the last 90 days, which is only seeming to increase. We’ve sharpened our systems and are crushing the metrics. We’ll keep doing all we can to grow this partnership
b) Moving almost all our marketing resources into organic content. We’ve been running an ‘evergreen’ YouTube channel for 2 years now. We get very low volume, very high-quality leads. We want more of it. We’re expanding the YouTube channel to maximize growth and adding socials.
This requires more of my time to make content, but it’s very high-leverage and benefits us in a lot of different areas. I don’t expect to see any ROI from this at all until next year. (9 months from now)
c) Rebuilding my ISA department & going hard on Google PPC. I’ve done this in the past, and it worked. But now I have a way deeper skill set on hiring, training, and managing a sales team. I also have the admin help to make sure it doesn’t all fall on my plate.
Hiring two in-house ISAs + starting with a $15k ad budget that will scale as we see deals flowing in. This should add 3-6 deals per month ($78k – $156k in revenue) once it is up and running. It will also help us convert our existing lead sources at a higher rate.
This will also take a lot of my time, especially to get it off the ground. But it’s another very high-leverage way to grow the business. All I have to do to grow the department is spend more money on ads and hire more salespeople.
So that’s what we’re committed to doing…
I feel like I should be doing more. Yet even writing this out, anything else sounds like it would be more of a distraction.
Here are the two extra things I feel like we need to do.
d) Recruiting events in our local market. We do a good amount of advertising in our marketplace, but have a goal to increase our rate of recruiting. We’re consistently adding 1.4 agents to our team each week, but we need to get that up to 2.
I’ve tried doing more of what we’re already doing, but spending more on the ads actually hurt performance. (weird) We could try to do it better, but we’ve mastered it over the last 4 years. Making changes could just as easily hurt performance as it could help.
Adding in crediting events sounds like a no-brainer with one exception…
Our current admin team is already stretched to the max. And if you know anything about me, you know I don’t half-ass anything.
e) Launch our Team Building Community. This is as much of a ‘passion project’ as it would be great for cash flow. I love talking business, I love helping team leaders grow their business.
I have already made the entire Team Building Masterclass, which shares how we built our foundation.
Launching this would be something that I would LOVE to do. It’s my favorite content to make, and the business model would spin off a lot of free cash flow, which is a great supplement to our business.
The question is… would this be a distraction or a huge opportunity?
I’m still unsure. If you have an opinion, reply here and let me know.