“If you are willing to do only what’s easy, life will be hard. But if you are willing to do what’s hard, life will be easy.” T Harv Eker

I recently saw an advertisement for a real estate conference promising to solve all its participants’ problems by teaching them to market in the current digital age. That seems very enticing and EASY. In other words, spend money attending this conference and we will solve all your lead-generation problems.

I also recently had two clients that I coach receive substantial amounts of money ($250,000+) to change companies. While chatting with one of them, he shared with me that the corporate manager who reached out to him told him that his employer instructed him to go into the market place and find an agent at a certain volume of production who had 60% of their business as listings sold. Once that agent was located, he was given permission to offer a certain amount of money for each closed listing for that agent to make a company switch.

My clients were not being offered large sums of money because of their ability to tell stories through Snapchat or Instagram. They are not being offered this kind of money because of the amount of likes they have on Facebook. They were being offered this kind of money because they have spent many years doing HARD things and cultivating a specific set of skills.

What actually has value in this business is the skill of listing properties in high volume. Everything else is a derivative of that skill.

The issue is that listing properties in high volume is hard. It requires you spend countless hours of tedious, boring work. This Deep Work(https://www.amazon.com/Deep-Work-Focused-Success-Distracted/dp/1455586692) is what is required to cultivate and master any complex skill.

Making the commitment to this deep work in a culture in which our attention is being constantly diverted can be a challenge. Add into that a bunch of people who do not sell real estate or have never done so attempting to tell you what is important to focus on, and making the commitment becomes next to impossible.

People oftentimes overestimate what they can do in a year and underestimate what they can do in a decade. Ten years ago, I was 27 years old. I finished that year with 17 closed and pending transactions. I had a new wife and was living with my in-laws. Ten years later I closed and pended 202 properties in the last 12 months.

The quote at the top of this post is applicable in all areas of life. As it pertains to the business of selling real estate, if you are willing to do what is hard, than your real estate career will become easy. 

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