I remember standing on stage receiving an award for being the number one regional real estate business. From the outside, it looked like everything was going great. But deep down, I knew the truth—our business was running on adrenaline, not structure.

I was still doing 50% of the business’s sales myself, turnover was high, and there was no real system for bringing people in or developing a culture that would sustain long-term success. That was the moment I realised I wasn’t truly leading—I was just managing.

If you’re reading this and feeling the same way, let’s talk about how to fix it.

The first question I ask every business leader I work with is:

Where do you want to be inside your business in three to five years?

Most leaders can’t answer this clearly. They’re too caught up in today’s sales, today’s listings, today’s problems.

But here’s the thing: if you don’t define where you’re going, you’ll never get there.

For me, I knew I wanted to be working on the business, not in it. That meant shifting my time from listing and selling to recruitment, culture, coaching my team, and working on high-level strategy. That’s exactly what a great real estate mentor helped me achieve.

So, take a minute and answer that for yourself. Where do you want to be in five years?

Many leaders think they’re working on their business when in reality, they’re still in the weeds.

• Working IN your business = Listing, selling, handling day-to-day operations.
• Working ON your business = Recruiting, coaching, building systems for real estate, creating a strong culture, developing growth strategies.

The shift doesn’t happen overnight, but it starts with tracking how you spend your time. If today you’re 50/50 between working in vs. on the business, in 12 months, that ratio should shift to 75/25. Eventually, the goal is 90/10.

Most real estate business owners resist stepping back because they don’t trust their team to perform at a high level. That’s not a people problem—it’s a systems problem.

Here are the non-negotiable systems for real estate every business needs to scale:

✅ Recruitment & Onboarding: Hiring based on gut feel is a recipe for disaster. A structured recruitment process ensures you’re bringing in the right people who are committed to a real estate career, not just a job.

✅ Database & Listings Management: Without a clear system, agents chase short-term wins instead of building a pipeline that delivers long-term, predictable revenue.

✅ Cultural Framework: Culture isn’t built in a one-off team-building day. It needs an ongoing strategy with clear values, communication rhythms, and accountability.

✅ Post-Sale Experience: Most businesses forget their clients after the sale, losing future listings and referrals. A structured post-settlement program turns buyers into repeat clients.

✅ Accountability & Performance Tracking: Agents who don’t have structured check-ins and performance reviews drift into bad habits. A framework for tracking progress ensures consistent improvement.

If you’re an extroverted, high-energy sales leader, this might all sound overwhelming. Maybe you’re great at closing deals and building relationships, but systems for real estate aren’t your strong suit.

That’s fine. The key is not to try and do it all yourself.

Many of our most successful clients bring in a second-in-command—a systems-focused operator who can implement and maintain these processes. This allows the business owner to focus on what they do best, while the business still scales sustainably.

If you’re serious about stepping back from selling, you need to either develop a system mindset or bring in someone who has it. Working with a real estate agent coach can help guide this process and ensure you implement changes effectively.

A lot of real estate leaders look at the most successful businesses and ask, “What are they doing now?”

That’s the wrong question.

Instead, ask, “What did they do to get there?”

Big agencies didn’t start with advanced high-performance cultural programs. They started by nailing the basics—database management, stock control, and recruitment. Once those foundations were strong, they built the next layer.

Too many businesses try to skip steps, which is why they struggle to scale.

Here’s the truth:

You don’t have to be stuck on the tools forever. But getting free requires structure. It requires knowing exactly where you want to go, building the right systems for real estate, and putting the right people in the right seats.

If you’re ready to start that journey, the first step is simple:

📩 Book a Strategy Session – Let’s map out exactly where you are today and what needs to happen to shift you from manager to leader.

The next five years in your business start today. Let’s make sure they’re the best ones yet.