Jess Lenouvel

How Real Estate Team Leaders Can Master Delegation And Step Into Their CEO Shoes

Are you a real estate team leader on the brink of burnout? 

Let me guess…

You started your business for freedom. For impact. For unlimited income.

But in reality, what’s happened is that you’ve created a system where you’re trading hours for dollars – and where nothing happens unless you do it yourself.

Sure, you might have a couple of team members or even a VA.

But you’re still the one sailing the ship. 

And every single microscopic decision rests on YOUR shoulders. 

When many of our members in The 7-Figure Agent came to us for support, they were in the exact same position. 

But through mastering the art of delegation they were able to transform from busy and burned-out team leaders to calm and in-control CEOs.

Take Justin as an example. He was able to take all of the free time he gained and put it towards building an ice skating rink for his kids.

Or Heather, who went from being glued to her phone and computer 24/7 to having plenty of time to spend with her new partner and kids.

If you want to get results like them, keep reading to figure out the first steps to regain your time and sense of peace in your business.

Limiting Beliefs That Keep Busy Real Estate Team Leaders Stuck

If you’ve brought on a team, but still find yourself bogged down in piles and piles of work…

You might be caught up in a limiting belief around leadership and delegation.

Do any of these sound familiar to you?

  • “No one is going to do it as good as me”
  • “It’s going to take too much time to train someone”
  • “It’s easier for me to do it”
  • “I wish there were two of me”
  • “I wish there were 36 hours in a day!”

There are dozens of limiting beliefs that might be preventing you from scaling a real estate business, but these are some of the most common ones. 

And trust me, I’ve said every single one of these things at some point as well.

But when you’re able to ditch these mindset traps and start embodying a real estate CEO, everything changes.

  • You’re able to clone yourself and work in your zone of genius 
  • You’re able to continuously gain 1 hour/week of free time (or even an extra hour a day!)
  • You’re able to triple your business working only HALF the time (and  only on things you love)

Are you ready to become a master delegator? Let’s get into the three steps to start freeing up your precious time!

1. Identify Your CURRENT Job Description As A Team Leader

In order to start getting tasks off your plate, we first need to identify where your time is currently going. 

The best way to do that is to conduct an energy-audit in your business.

Here’s how that works. 

For one week straight, I want you to log and record ALL of the tasks you spend your time on.

Get brutally honest. If you log in and check your email 15 times a day, write down that you’ve checked your email 15 times.

These tasks don’t only have to be related to business.

They can also be things like laundry, preparing meals, running errands, or picking up and dropping off your kids.

We want to get a holistic view of where your time is going.

By doing this exercise, you’ll be able to determine:

  • How much time each week is going to certain tasks
  • Whether you’re spending your time efficiently and on CEO-level tasks
  • If there are certain tasks that are consuming your time that could either be automated or delegated

The summary of these tasks make up your current real estate team leader job description. 

But now, it’s time to move on to step number two where we’ll create your CEO job description. 

Let’s go! 

2. Create Your New CEO Job Description

There’s a reason I’m using the term CEO rather than team leader. 

You have to understand…

You’re the CEO of a company.

It is your responsibility to set the vision of the business.

The traditional team leader in a real estate model is broken. Many of the ways agents have been taught to delegate and leverage are outdated.

Many agents fall victim to ‘unicorn syndrome’ thinking that their real estate business is different compared to any other type of business out there.

But they’re not. 

In reality, a real estate business functions just like any other business. 

And one of those foundational pieces that’s needed across any industry is a leadership team. 

You as the CEO sets the vision, and then your leadership team carries out the implementation of that vision. They make it happen!

I’m at a point in my business where although I may have my fingers in a lot of things, I’m not so involved in most day-to-day operations.

Your job as the CEO is mostly to stay in your zone of genius. 

Your zone of genius is the things that you’re great at and that you love doing.

They’re the $1000/hour tasks that are going to produce the highest ROI from your time.

To get clear on your zone of genius, try this exercise. 

Categorize the tasks you’ve brain dumped into four different categories.

  1. Things you love doing and you’re great at
  2. Things you like doing and you’re good at
  3. Things that you don’t like doing but you’re good at
  4. Things that you don’t like doing and you’re not good at

Category one is your zone of genius – this is where you want to be. 

Category two are tasks that you enjoy doing and you’re good at, but they still don’t necessarily need to be done by you. These are things that you plan to delegate in the next 90 days or so.

Category three are things that you should work on outsourcing sooner rather than later. Even if you’re “good” at something, if you don’t actually enjoy it, it’s most likely a task that drains your energy.

Because at the end of the day, you have a choice.

You can either fill your energy tank or deplete it. 

As a CEO, you must commit to energy elevation.

We want to have you ending your days buzzing with energy – not flopped down on the couch watching Netflix because you’re so exhausted.

And category four are tasks you should never, EVER be doing. If you are currently doing tasks in category four, you should try to outsource or automate them ASAP because they will massively slow your business growth. 

The other thing you want to keep in mind when creating your CEO job description is the type of tasks and their true value.

For example, before members join The 7-Figure Agent they’re often spending a ton of their time on $10/hour tasks. 

No matter how much you love doing it – any $10/hour task needs to come off your plate. 

A $10/hour task should always be automated or given to a VA.

Because the sooner you outsource these tasks, the sooner you can get to the work that will truly move the needle and drive revenue in your business. 

Here are some examples of task values in business: 

  • Low – $10/hour tasks. For example…basic customer service, basic graphic design, monitoring your inbox, etc.
  • Medium – $250/hour tasks. For example…content creation, SOP (Standard Operating Procedure) creation, project management, etc.
  • High – $1000/hour tasks. For example…Creating new videos, strategic partnerships, sales calls, public speaking, etc.

Ask yourself –

How much time am I spending on $10/hour tasks?

On $250/hour tasks?

On $1000/hour tasks?

Routinely spending time on $1000/hour tasks can be the difference between a $100,000/year business and a million dollar business.

3. Start Delegating Like A Pro 

Once you’ve got clear on all the tasks on your plate…

The high-value and low-value tasks…

The tasks that fall outside your zone of genius and the tasks that drain your energy…

You can start figuring out what you need to document and then delegate.

The first step to delegating any tasks is to make sure you’ve documented and created clear instructions for how this task needs to be done.

This is often referred to as an SOP (Standard Operating Procedure).

Here are a few tips to keep in mind when documenting and delegating.

Don’t Overcomplicate It 

Many real estate team leaders will try to spend hours and hours perfecting their SOPs.

When in reality, there is no need to overcomplicate the process.

If you tend to get caught up in perfectionist tendencies…remember.

The first version doesn’t have to be perfect.

In fact, the person to who the task is being delegated can spend time on it to make it perfect!

Use The Right Tech

The two tools you’re going to use to document your tasks are:

  1. A project management tool
  2. And a screen recording software

The ones we recommend are Asana for project management and Loom for screen recording. 

But really, as long as you have a project management tool that integrates with Zapier, you’re good to go!

A project management tool is so important because you want your task instructions to be stored in a place where your team is executing the tasks. You don’t want them to be stored in some obscure folder where no one’s ever looking!

Give All The Key Details About The Task

In your SOP, you want to answer the questions:

  • What is the task?
  • Why is the task important?
  • How should the task be completed?
  • How do you know when the task is complete?
  • On average, how long should the task take to complete?
  • And any additional resources, logins, or tools required to complete the task

In The 7-Figure Agent, we teach our members to share both a video (using Loom) AND written instructions in a Google document with their team.

People learn in different ways, so having the task SOP’s in both formats will make sure that each team member has what they need to get properly trained.

Give Proper Feedback

This is the part of the delegation process that SO many real estate team leaders neglect.

Even if you put time and effort into your SOPs, your team members are human and they will still make mistakes.

You can’t expect someone to complete a task perfectly the first time they do it.

You have to continuously give someone feedback until they know exactly how you want it done.

Whatever you do – don’t get angry and frustrated and take the task back.

Eventually, with proper training and feedback, your team members will be able to completely own the task.

Another thing to remember?

Delegation is a continuous process. 

If you want to transform from busy, frazzled real estate team leader into a calm, collected CEO, you have to constantly monitor your time.

I close out all of my days by journaling on how I spent my time.

I ask myself…

Were there any tasks I spent time on today that could’ve been outsourced? That could have been automated?

And if the answer is YES, I’ll discuss a plan with my team to get those tasks off my plate as soon as possible.

Your time and energy as CEO is precious.

And when you learn to guard it and only spend it on the things that drive momentum, you’ll see the incredible business growth I know you’re craving.

Want to learn more about building a 7-figure real estate business?

Book a call with our team to see if our real estate mentorship programs are right for you. 


Secrets For How To Get More Listings (Without Putting In More Hours)

It’s the question on every agent’s mind…

How can I get more listings? 

You can read about all sorts of methods, but the reality is, most of them have a ceiling.

Sure, cold-calling and manual prospecting might get you to six figures, but will it get you to seven? 

What got you here won’t get you there. 

If you’ve hit the 6-figure mark and you’re ready to scale to the multi-six or seven-figure mark, you have to approach marketing your real estate business in a completely new way. 

Read on to learn more about how millionaire real estate agents approach things differently in order to increase their success with listings.  

Consider Scalability, Always 

A lot of the time, six-figure agents think that if they want to get to seven figures, they just need to work harder. They just need to do more of what they’re doing right now.

But this is very untrue. 

Getting to the next level in your real estate business isn’t about doing more of what you’re currently doing. 

It’s about doing LESS.

It’s about being strategic and only focusing your efforts on things that are truly scalable. 

Any time I’m making any decision in my business, I ask myself two things:

  1. Is it unlimitedly scalable?
  2. Do I enjoy it?

If the answer is no to either of those things, it’s not happening.

I don’t add anything to my plate that isn’t required for growth and doesn’t bring me joy or fulfillment.

At the end of the day, you’re building YOUR business. 

So often, people will build their businesses off of a bunch of stuff that they *think* is necessary, or because someone told them they *should* do it.

But when you dig deeper, you realize that a lot of these shoulds aren’t adding to your bottom line. And they’re wasting your energy. 

Your energy is everything as a CEO, so don’t waste it by building a business that you hate. 

Switch To A 1-1: Many Model 

Let’s say your main strategy for getting more listings has been prospecting and referrals.

Sure, you might post a social media post here or there – but for the most part, your business is built around you hunting for clients and word of mouth.

If this is ringing true for you, let me ask you a question…

If you wanted to DOUBLE your business this year, would you be able to DOUBLE your sales and marketing efforts?If your current strategy is prospecting and spending three hours a day manually calling people – do you have six hours a day to get double the number of leads?

While on top of that, still having enough time, bandwidth, and energy to be able to handle twice as many clients?

99% of the time, the answer will be no.

So what’s the solution? 

You have to switch from building your business on a 1:1 model to a 1:many model.

Back in the day, the only way to do a 1:many model was to host a seminar.

But nowadays, with the internet and social media platforms, it’s easier than ever to implement a 1:many model in your real estate business.

Manual tactics will only get you so far. If you want to truly learn how to get more listings without working more hours, you *need* to start leveraging your time by implementing 1:many marketing strategies. 

Be Ruthless With Your Focus

One of the biggest productivity killers in your real estate business is split focus.

If you want to increase your success with listings, you have to go all in. 

All in on one strategy.

All in on one avatar. 

All in on one offer.

Experts stay in their lane rather than getting caught up in shiny object syndrome.

Become A Master in Human Psychology

Human psychology drives absolutely everything you’re doing in business. 

And if you’ve been successful in real estate up until this point, you probably already have skills in this area. 

You know how to talk to people. You know how to listen deeply to their needs. You’ve essentially played the role of therapist to hundreds of people.

(Because let’s be real, buying or selling your home is one of the most stressful and emotional experiences your client may have in their lifetime).

But for some reason, when it comes to applying that same human psychology to their real estate marketing, a lot of agents put blinders on and forget how much they really know.

Do you want to start leveraging human psychology in your marketing?

Read this post about the nine cognitive biases in marketing agents can leverage to start getting more listings. 

Nail Your Content Marketing Strategy 

Building a real estate business that brings in consistent leads isn’t just about being a good agent.

It’s about being a good marketer.

And one of the best ways you can practice doing that is to nail down your content strategy.

This doesn’t have to be difficult.

In fact, there’s a good chance you’re probably overcomplicating your real estate content marketing strategy.

When people tell me, “I’ve run out of content ideas!” 

The problem is often their perspective.

Because when you begin filtering your life through a content marketing perspective, you realize – everything is content.

Every time you see a client, meet a prospect, or get on a call with someone and they ask you a question…that can become a piece of content. 

The answers to these questions will help you fill your authority content bucket. 

Next, get out a pen and paper and do a brain dump of your entire life.

I mean it!

  • Where you were born?
  • What’s your family like?
  • What’s your favorite childhood memory

Write it all out, in chronological order, in point form.

Just from doing that one exercise alone, you could probably create hundreds of posts to fill your personal content bucket. 

Next, you want to gather up all of your case studies, testimonials, and PR to make up your social proof content bucket. 

If you don’t have PR yet – that’s okay (but it’s definitely something to work towards because it can contribute to explosive growth in your business!).

Maybe you don’t even have a ton of testimonials – you’ve been forgetting to get them from clients. 

But what you do have is deals.

Say, for example, you’ve done 80 transactions in your career. 

Every single deal that you have ever done has a story. 

And those stories can become case studies. 

When you start looking at your content like this, you realize it’s actually incredibly easy to come up with content ideas.

If you want a more in-depth guide to these content types, be sure to check out our detailed post on the three types of real estate content for social media. 

When it really comes down to it, more hustling is not what’s going to get you to seven figures. 

It doesn’t matter how hard you grind.

Believing that you have to work yourself to the bone to find success is an incredibly old-school mentality. 

Learning how to get more listings does not come down to figuring out how to pack more hours into your schedule. 

It comes down to working smarter, not harder.

To creating an audience and building a business based on 1:many.

To leveraging human psychology and content marketing to start having leads reach out  to you – rather than you having to hunt them down. 

Ready to build a scalable real estate business so you can get more listings without putting in more hours?

Be sure to download our free The Listings Lab Guide so you can start filling your calendar with appointments without time-consuming tactics like door-knocking and manual prospecting.

Get The Guide Here 

4 Fears That Are Holding You Back From Picking A Real Estate Niche

Let me guess…you’ve heard time and time again you’re supposed to “niche down” as a real estate agent. But as hard as you try, you just CAN’T bring yourself to pick a real estate niche.

The resistance creeps in.

The reasons why you just can’t fill your mind.

And no matter what your intentions are…you always go back to serving anyone and everyone who will hire you.

Sound familiar? 

You know deep down that choosing a real estate niche is the difference between any other agent and someone building a real estate empire.

When you niche down:

  • Your marketing gets easier.
  • Clients start coming in like wildfire.
  • And you become that go-to agent that everyone and their mother wants to work with.

But even though you know it’s the right thing…you stay stuck in generalist territory.

If you’re anything like most members before they join The Listings Lab, your fear of niching down most likely comes down to one of four things.

The 4 core fears that hold agents back from picking a real estate niche are:

  1. You’re Afraid Of Turning Away Business
  2. You’re Afraid Of Feeling Boxed In
  3. You’re Afraid Of Choosing The Wrong Niche
  4. You’re Afraid Because You Don’t Know How To Choose A Niche

Let’s explore these four fears that could be holding you back from niching down and building the seven-figure real estate business you deserve. 

But real quick, let’s take a minute and understand what I’m talking about when I say niche. 

What Is A Real Estate Niche?

When it comes to real estate and talking about niching, it’s helpful to think of your niche as your who and your what

You need to be able to answer the questions:

Who is your target market?

What is the solution you provide them?

In the age of the internet, the role of the agent has shifted dramatically. As agents, we’re no longer simply the keepers of information. And our clients aren’t just looking for someone to open a door for them.

Those days are long gone.

Which is why it’s SO important that we’re clear on the tangible value we provide – and who we provide it to.

And one more quick note about the niche…

I am NOT talking about geo farming, here. Your ZIP code is not a niche! 

Some better examples of real estate niches could be:

  • First-time buyers
  • Downsizers
  • Upsizers
  • The LGBT community

You get the idea.

Now that you’re clear on exactly what I mean when talking about your real estate niche, let’s get into some of the four core fears that might be holding you back from picking one. 

You’re Afraid Of Turning Away Business 

This is probably the most common reason why so many agents resist choosing a niche. 

And while it may seem like you’re limiting yourself when you focus on a niche, it’s actually the opposite. 

Here’s why. 

When you target a specific group of people all with a specific problem, it makes your real estate marketing strategy 1000x easier. 

Because here’s what you need to remember…

As a real estate agent, you actually have two jobs.

You’re a real estate agent. 

AND you’re a marketer.

You can’t be a great real estate agent if you’re not at least a pretty good marketer.

You can be the best realtor in the world…but at the end of the day, if you don’t have enough clients to serve, then it’s kind of a moot point, right?

When you niche down, you’re able to target a specific group of people and speak directly to them. 

In their own words, creating an emotional connection, and touching their hearts and minds. 

And it doesn’t just affect your marketing.

It helps you create a service perfectly tailored to your ideal client avatar. 

And when you know how to anticipate every need your ideal client has, you become the best of the best.

You become the expert at solving THEIR specific problem – and people start to notice you for it.

When clients start seeking you out for your expertise, you’re able to charge more.

Inbound clients aren’t the type to haggle on commission.

Choosing a real estate agent niche completely shifts the power dynamic and it completely shifts the way you run your business. 

You start doing your best work because you’re working with people you LOVE and you’re creating life-changing solutions for those people. And those life-changing solutions create a whole lot of buzz and referrals for your business. 

There’s so much real estate noise out there, and picking a real estate niche helps you cut through it. 

You Don’t Want To Feel Boxed In

The second common fear I see that holds agents back from choosing a real estate niche is fearing they’ll feel ‘boxed in’.

Here’s what you need to remember about picking a niche…

Choosing to tailor and market your services to one specific ideal client doesn’t necessarily mean you can never work with anyone who falls outside that category.

I’m not asking you to get rid of half your clients!

It just means your marketing is going to be dialed into one particular type of person, which makes attracting clients so much easier. 

If you happen to attract someone who falls outside of your usual ideal client, you can still choose to serve them if you think you’ll be able to get results. 

In the age of the internet, we HAVE to be able to step up our marketing as agents, and picking a niche helps us do that.

Gone are the days when we choose to specialize in a location and get clients using old-school techniques like handing out fliers and cold-calling.

Successful real estate agents instead implement highly-targeted, leveraged marketing strategies to reach their ideal clients at scale.

The other thing to keep in mind?

You’re not stuck with your niche for life.

Your niche is going to evolve, expand, and refine itself over time.

Don’t hold yourself back from picking a real estate niche because you think you need to be married to it for life. 

You’re Afraid Of Choosing The Wrong Niche

As I just mentioned, you’re never stuck with your niche, but even so…maybe the fear you’re going to mess it up has kept you from niching down.

Your niche is going to grow as YOU grow. 

For example, as a new real estate agent, you might say you want to help first-time buyers. 

But are you going to want to work with first-time buyers for a decade?

Probably not.

Your niche may also evolve while the market evolves.

Say you start out serving upsizers. Those clients might not be upsizers forever. They might end up being downsizers. Over the years, you might see the needs of your market shift, and your services will evolve with them to continuously best serve your clients.

But just because your niche may not be yours forever doesn’t mean you shouldn’t put some serious thought into your real estate niche. 

How To Pick A Real Estate Niche

You want to put time and effort into researching and evaluating your niche. 

Here are two things you want to take into consideration.

Your Demographic and Experience Level 

If you’re 25, you’re probably not going to want to serve downsizers. 


Because you’re not at the stage in your life where you’re going to be able to resonate with them on a deep level.

You won’t be able to fully understand all of their pains and problems.

Your niche is going to work best when your ideal clients feel like you genuinely ‘get’ them.

For example…

  • Are you a military spouse? Military couples will be drawn to you.
  • A total family man? Families looking to relocate might be a great niche for you.
  • A successful real estate investor? Investing clients will look up to you and feel you have the expertise and authority to guide them.

Take a look at your personality, lifestyle, and experiences to see what kind of ideal client avatar would be a match for you. 

Your Market Needs

The second thing you’re going to want to take into consideration is the demographics in your market.

For example, say there are 10,000 people in your market every year who are upsizing, and there are only 1000 people each year who are downsizing.

Well, you’re going to want to pick the upsizers.

You want to make sure your niche is large enough so you’re able to hit all of your financial goals.

You Don’t Know How To Choose Your Real Estate Niche

Maybe the reason you haven’t been able to pick a niche isn’t so much because you’re afraid, but you simply just don’t know how.

I remember feeling this exact same way.

All the advice I was hearing at the time was telling me the way to pick a real estate niche was to go the geo farming route.

But deep down, I *knew* that wasn’t right.

So I decided to get really clear on:

  1. Who I actually wanted to serve and who was going to resonate with me
  2. And what was actually happening in the market from a demographic standpoint.

Once I got clear on those two things, the niching process actually became a whole lot easier.

Profitable Real Estate Niche Ideas

To get your wheels turning, I want to list some examples of niches that work really well, and that the members in The Listings Lab have had a lot of success with.

  • Upsizers
  • Downsizers
  • First-time buyers
  • Seasoned investors
  • Corporate professionals 
  • The LGBTQ community
  • Divorcees
  • Families
  • Expats/Relocating professionals
  • Empty nesters

The important thing is that you’re using the exact term that your target market uses.

So make sure your ideal client self-identifies with whatever term you choose to address them.

That way, they’ll be able to see themselves in your marketing content and think, “YES! That’s me”. 

By finally committing to a real estate niche, you’ll be able to:

  • Attract more inbound leads, effortlessly 
  • Become the go-to agent for your ideal clients
  • And build a more streamlined, scalable business

Want to learn more about how niching down helps you bring in a steady stream of leads?

Download The Listings Lab Guide and learn how to fill your calendar with appointments – all without using fake or sleazy tactics.

Download The Guide Here

Master Social Media Headlines And Increase Client Engagement

Social media headlines, and headlines in general, are one of the most important parts of content creation as a realtor.

Think about it this way.

You could create the most amazing content.

Filled with valuable education, juicy real estate tips, and wisdom for your potential clients.

But if your headline is just “meh”…then nobody is going to read it. 

Your social media headlines are the initial hook for the rest of your post. 

And if they don’t adequately grab the attention of your ideal clients, all of the incredible content you’re creating is going to waste.

You have to remember…

There’s a LOT of content out there. People can’t possibly consume all of the content put in front of them on a daily basis.

They only have so much time and attention to give. Which means they have to make a snap judgment about your content, and a lot of the time that snap judgment is based purely on the headline. 

Your Headline Has One Job 

While having your followers judge your entire post based on the first line isn’t ideal, it IS the reality.

You could have fantastic content but none of it will matter if your headline doesn’t do its job…

To entice the reader to consume your content. 

So you have two choices.

You can feel frustrated and victimized by the fact that your content just isn’t getting the engagement it deserves in our media-saturated world.

OR, you can buckle up and take the time to learn the fundamentals of social media headline writing, a fundamental skill if you want to master your marketing as a real estate agent.

I hope you choose #2 and start viewing your headline as the MOST important part of your content.

They are the biggest and the greatest marketing piece that you have in order to get that attention…and then keep that attention. 

On average, five times as many people read the headline as read the body of the copy. So once you’ve mastered your headline, you’ve spent 80 cents out of your dollar, just through the headline alone. 

When you look at professional copywriters, they’ll spend HOURS just coming up with a solid hook, often rewriting the headline up to 100 times.

4 Types of Social Media Headlines to Hook Your Followers

Now, if you’re thinking, “Jess, hold up. There’s NO way I have time for that”…don’t worry. 

I’m not going to ask you to spend all your precious time writing headlines. 

In fact, in this post, I’m going to give you some proven copywriting formulas so you can shorten the time it takes to write engaging headlines. 

With these formulas, you’ll be able to create high-converting headlines with a fraction of the time and a fraction of the effort. 

Let’s get into them! 

When it comes to headlines for your social media posts, there are really four ways to get the interest of your audience.

These four headline types are as follows:

  1. Headlines that promise value
  2. Headlines that spark curiosity
  3. Headlines that subvert expectations
  4. Headlines that call out the reader

Some headlines will lead really heavily in one particular direction or the other. And some of them might even be a hybrid of two of those principles at once. 

Let’s dive deeper into how to use these formulas to get your followers hooked on your content. 

Headline Type #1: Promising Value 

Value-focused headlines are probably the most straightforward of the headline formulas. 

All you need to do is promise a specific, tangible outline in your headline. You can also add a framework or a timeline to jazz it up.

The basic gist of your headline should be, “How to achieve [X RESULT]”

Some examples could be:

  • “How To Sell Your Home in 5 Days Or Less”
  • “How To Be The Winning Offer In A Low Inventory Market”
  • “5 Renos To Do This Year To Increase The Value of Your Home”

Your reader should immediately be able to see what they’ll gain or learn from reading your post! 

Headline Type #2: Sparking Curiosity

Curiosity-driven headline formulas are going to be a little different. These headlines rely on information gaps. 

These gaps entice your audience to read even further. 

A good two-step template for these social media headlines is to tease them with an outcome and then promise them a solution in the copy…but without revealing what it is!

Some examples might be:

  • “Want To Sell Your House For $100,000 Over Asking? Do This 👇”
  • “Is Your House Not Moving? This Might Be Why….”
  • “Stop Doing THIS Thing If You Want To Sell Your House Over Asking”

Unlike the first formula, you’re not spelling out the value or tips you’ll provide. Instead, you’re piquing their curiosity so they click that “Read More” button to find out exactly what you’re talking about. 

Headline Type #3: Subverting Expectations

The third type of formula is an expectation-defying headline formula. 

You may have seen this classic expectation-defying headline, as it’s been around for ages.

Maybe you’re familiar with the example of “They Laughed When I Sat Down At The Piano, But When I Started To Play!” which was an ad that was created all the way back in 1926 by John Caples. 

As you can see, this headline formula has been around for nearly one hundred years. 

But it’s REALLY been popularized in recent years with online media’s heavy focus on clicks and virality. 

You’ve probably seen BuzzFeed articles that end with things like, “and you’ll never guess what happened next” or, “what happened after will blow your mind”. 

Essentially, headlines that subvert expectations are all about creating a one-sentence plot twist. 

You set up an expectation in the first part of the headline, and then you pull the rug out from under your readers with the second part. 

This might look like:

  • Top [#] Tips From [A Surprising Source]
  • I.e. Five Job Interview Tips From A Hostage Negotiator  

Another strategy might be promising a certain result, but using an objection that you commonly receive tacked onto the end.

Such as:

  • “How To Create Content That Sells (Even If You Got An 5 In English)”
  • Or, “How To Sell Your House For $100,000 Over Asking (Even Without A Renovation)”

It’s all about getting your readers to think, “Wait a second…what’s she going to tell me here?!” by ending your headline with something they weren’t expecting!

Headline Type #4: Calling Out The Reader

The last one is call out headline formulas.

And a quick disclaimer, you want to use these with caution.

These headlines work by invoking a pain point in your audience in the most direct way possible. 

And when you hit the nail on the head, they’re extremely effective.

But if you miss the mark with your messaging, they can seriously fall flat. 

This is why we preach the importance of honing your marketing messaging by doing ideal client avatar interviews. 

If you’re not crystal clear on the pain points your ideal client is experiencing, this type of headline won’t be effective, so make sure you know your avatar inside out. 

Some examples I might use in my real estate coaching business could be:

  • “Stop Posting Just Listed, Just Sold Posts”
  • “You’ll Never Reach 7 Figures By Relying on Referrals, Here’s Why”

Another way would be to phrase it as a provocative question. Maybe you ask your audience, “Are You Brave Enough To List Your House In The Winter?”

There are a million different ways you could do this, but it has to be geared towards the specific pain points and desires of your ideal audience.

Pro Tip: When you’re using the “calling out” headline formula, you want to use as much empathy and care as possible.

You don’t want to sound too preachy or judgmental.

But I do believe there’s a place for brutal honesty in your marketing. Just make sure you’re doing it from a place of love for your ideal clients.

Whether you opt for a headline that promises value, induces curiosity, subverts expectations, calls out your reader, or even a headline that’s a hybrid of the four – these formulas are guaranteed to bring in results, every single time. 

You’ll find yourself getting MORE engagement on your content (because people are actually reading it!) and saving time when it comes to creating real estate content for social media. 

And if you’re ready to dive deeper into building a powerful marketing machine for your real estate business, download our Listings Lab Method Guide to start effortlessly attracting more leads than ever before (without feeling sleazy or fake!).

How Justin Loncaric 10x’d His Real Estate Business And Created Time Freedom With The Listings Lab

Curious about the results some of The Listings Lab members are getting in the program?

While we’ve got a whole page dedicated to client love, today I wanted to spotlight one member in particular. 

That member is Justin Loncaric.

Justin Loncaric is a Burlington-based real estate agent and the founder of JL Realty Group. He’s a husband, a father, and an entrepreneur who helps Burlington-based families move up to their next home using his signature Home Run Method.

Since implementing the strategies taught in The Listings Lab, Justin’s had some fantastic results.

Results like:

  • Going from $150,000 GCI to $1.3 million in less than two years 
  • Creating the space and bandwidth in his schedule to start a second business
  • Building a powerhouse team that he can truly lean on 
  • Got out of debt and has completely secured his children’s education fund

And so, so much more.

We sat down to talk with Justin and talk about his biggest lessons, aha’s, and takeaways since joining the program.

What was the moment Justin decided to join The Listings Lab? 

Before Justin joined The Listings Lab, he was doing about $150,00 GCI in 2019.

Now, you might think that’s not a terrible income for an individual.

But Justin had a team of three, and he was struggling to make ends meet. 

When Justin met Jess at The Listings Lab office back in 2019, he had an epiphany.

Despite having been in the real estate game for a long time, he realized…

“Oh crap, I’m doing things wrong”

It was at that moment that he needed to make a tough decision and admit he needed support. 

Putting his ego aside and trusting someone else wasn’t easy, but he decided to jump in head-first to the program.

These were just a few of the biggest things he was able to accomplish. 

He developed systems

Justin said his biggest takeaway from the program was the systems he developed that had previously been missing from his business.

As he described it, he and his team were “flying by the seat of their pants”.

Justin’s experience coming into the program is NOT abnormal.

When many agents come to us, they’re disorganized. They haven’t learned how to treat their real estate business like a real business. 

If you feel like you’re constantly flitting from one thing to the next, constantly hopping on phone calls, and putting out fires, you’re likely operating from a reactive mode.

You’re constantly in busy mode. But by staying in this mode for too long, you’ll eventually be headed on a one-way track for realtor burnout. 

By implementing systems, Justin was able to ditch the hustle and free up his days.

He cemented his vision

Justin came from a real estate family.

He’s been in it for 41 years, his parents do it.

And while he deeply admired his parents, he knew he didn’t want to recreate their real estate business.

He saw his mom work crazy long hours, working in the field till she was in her seventies.

While he lives and breathes all things real estate, his dream was different.

He envisioned retirement. Spending more time with his family. Being able to get off early and make his kids’ hockey practice.

He didn’t want to spend the final years of his career working to the bone, but rather working to develop more passive income streams.

In his words, he wanted “to make my money work for me rather than have to work for my money”.

Justin decided to choose to do real estate differently, and embrace a new model.

He embraced team growth

One of the biggest shifts Justin had to make to start creating his new real estate vision was this…

He had to realize that he wasn’t the person that had to be doing everything.

Through implementing The Listings Lab curriculum, Justin was able to realize that skillfully delegating to his team resulted in:

  • Happier clients
  • Better response times
  • A higher level of support and service

He no longer felt like he was flying by the seat of his pants. He began working with his clients in a very systematized way.

Now, Justin has a team that he trusts 150%. 

But to get there, he didn’t just quickly post and ad and hire haphazardly.

Hiring takes time and effort. 

Hire slow if you want a team who’s around for the long run. 

He gained the bandwidth to start a new business

You want to know what happens when you get clear on your vision, and then develop the systems and team structure to make it happen?

You create more space in your day. 

You transform your life in ways you never could have imagined. 

There’s no doubt about it – Justin’s a different person now.

He’s been on an incredible weight loss journey, he’s shown up for every single one of his kids’ hockey commitments, and he’s nearly 10xed the growth of his business…

But that’s not all.

He’s even increased his bandwidth to the point where he’s been able to start a second business.

This business idea was something that had been on Justin’s mind for 3-4 years, but he’d NEVER been able to execute it before.

Even though he had team support, he’d never learned how to properly leverage his team. So after going through our program, he was able to operate his business in a way where his team actually gave him his time back.

Justin was able to create a second business, Listing Loans, a pre-listing renovation financing company.

What made Justin so successful? 

There are a myriad of reasons why Justin’s been so incredibly successful in real estate. But let’s get into a few of the biggest reasons why Justin got such phenomenal results implementing The Listings Lab curriculum. 

1. Coachability

Across the board, all of our star Listings Lab students are highly coachable. 

Coachable individuals can open their minds to a new way of doing things.

They go all-in when they invest in a program, determined to do whatever it takes to make things work. 

They don’t do some of the assignments, they do all of them.

They don’t haphazardly listen during coaching calls, they take notes.

They don’t ignore advice from their coach because they think they know better.

Being coachable isn’t always easy. Especially when you have an extensive real estate background like Justin.

But when he signed the contract on the dotted line, he made a commitment.

He said to his wife, “If we do this, we’re going to do everything they tell us to do. There’s no second-guessing, no middle ground.”

They went all-in on the process and got incredible results because of it.

2. Left his comfort zone

Whenever you commit to a mentorship program, the process WILL test you.

You’ll have your moments where you think, “What the hell am I doing?”

It’s in these moments that you have to trust the process.

While Justin had his moments of fear and doubt, the end result was worth all of those scary moments.

Asking for help is never easy. It requires you to exit your comfort zone. 

3. Leave your ego at the door

If you want to truly see results from any coach or mentorship program, you have to be willing to leave your ego at the door.

I started working with my coach when he was just 27. 

But did I tell myself I knew better than him because I was older? Or that I shouldn’t listen to him because on paper, I had more business experience?


I had to be willing to admit that I didn’t have all of the answers, and he did.

Even though Justin had decades of real estate experience and grew up within a real estate family, he too checked his ego at the door.

He was willing to admit that he wasn’t where he wanted to be. And that he needed support.

There was a time when Justin told himself he’d be happy making $100k a year.

But he dug deep and got honest with himself…

Why WOULDN’T he build the big, automated business that would help him find freedom and build a legacy for his kids?

Now, Justin’s a 7-figure real estate agent with a burgeoning second business.

Do you want to learn more about how you can get results like Justin?

➡️ Apply HERE to join us in The Listings Lab 

10 Powerful Reminders For The Aspiring Millionaire Real Estate Agent

Do you have dreams of becoming a millionaire real estate agent? Do you want to create a real estate brand that gives you unlimited income and impact?

If so, you’re in the right place. 

There are certain things that all 7 figure real estate businesses have in common.

In this post, we’ll be covering our top do’s and dont’s for agents looking to scale to the seven-figure mark, what you should (and should not) be focusing on, and the types of shiny object syndrome that can come up and distract you from the path to seven figures. 

Let’s go! 

Remember It’s Not About You

Probably one of the most important lessons for aspiring millionaire real estate agents is this:

Your brand is not about you. 

A lot of the time when agents start working on their brand, they ask themselves questions like:

  • What do I want to talk about?
  • What do I want the brand to look like? 
  • How do I want it to feel? 
  • What feels good to me? 

Newsflash: that is the OPPOSITE way to build a really powerful brand.

Remember: your brand is not about you, it’s about the people you’re looking to attract. 

It’s far too easy to get caught up in your own stuff. Your own fears, your own limiting beliefs, their own ideas, your own desires and preferences.

And often what happens is rather than attracting your ideal clients, your branding ends up attracting other agents. 

Get clear on who you’re speaking to, and make sure you’re building your brand with that ideal client avatar in mind. 

Understand How Your Clients Want To Feel

Once you’ve started to get clear on your avatar and you understand the importance of building your brand around THEM…it’s time to ask yourself the deeper questions.

One of the biggest ones is this:

How do your ideal clients want to FEEL? 

To answer this question, you need to get clear on a few things.

What’s happening in their lives at the moment? What kind of transition are they making, and why? 

Because THAT is what you’re helping with them.

When you know where your clients are now, and the problem they’re experiencing…

And you know where they want to be, and the results they want to experience…

You can position your services as the bridge between where they are now and where they want to be. 

If you’re not clear on the above, you’ll find that you’re spinning your wheels on marketing without getting any real results. 

You can be doing ALL the things – posting on social media, posting your listings, sending out emails. But it will only feel like you’re shouting into a void unless you get clear on how your clients want to feel. 

Create A Signature Package That Solves Their Problem

Once you’ve gotten clear on what your clients want to feel…

It’s time to create a service package that helps them feel that way.

For example, maybe you know that your client is a high-end client who wants to feel prioritized. High-touch service is important to them. They want to feel like they’re being taken care of.

In that case, you might want to include multiple touch points with your team so that you’re constantly checking in with your clients. Things like small gifts, regular check-in calls, and responsiveness with emails/messages could be a core part of your service.

Many people mistakenly assume that the more things they include in their package, the better. 

It’s time their package is a basket and they’re just trying to cram as much stuff into that basket as possible. Sometimes they might be throwing things into the basket that their clients don’t even want…all in the name of “value”.

This is not how you should go about creating your real estate service packages. All this does is create a race to the bottom about who can offer “more” for less money. If you ever want to become a real estate millionaire, you’ve got to ditch this mindset. 

In reality, your package should only include what’s absolutely necessary to solve your client’s problem and get them the results they desire.

What is the most efficient way to get them to where they want to go?

That is a far better question to ask than, how much can I include in this package? 

Develop Your Signature Brand Story 

Number three is to create a brand story that’s easy to spread. This is not your grandmother’s realtor “About Me” section. This isn’t the vanilla, “I went to such and such a school. And then I got married and I had kids. And then I decided to get into real estate!”

That may be your story. But you need to be you need to do better than that. 

At the end of the day, there are three things a brand story needs to be: 

  • It needs to be marketable
  • It needs to be compelling
  • And it needs to be memorable

Part of the reason your brand story is so important is because the human brain LOVES stories. 

Stories are 22 times more memorable than facts. So if you’re just spitting facts and market stats…you’re not going to seem noteworthy to your ideal clients.

But a powerful brand story on the other hand, it sticks with people. Especially if you’re willing to get a little bit polarizing or vulnerable in your content.

Once you’ve crafted the perfect brand story, be sure to repeat it over and over again. It becomes who you are. It lives in your listing presentations, your buyer presentations. It’s the story that you tell when people ask, how did you get into this business? It’s the story that everything else is created on top of. 

Show Up Authentically Online

If you want to be a millionaire real estate agent, you’re not going to get there by copying somebody else. You’re not going to get there by showing up like every other agent or hiding your true self in order to be “professional”.

A lot of the time, all of the branding techniques agents use – the fancy transitions, the videos cut to music, the clips with scrolling branding – all you’re doing is cheapening your brand.

Because at the end of the day, people are only looking to see a couple of basic things.

  1. They want to know you’re really freaking good at what you do.
  2. And they want to know that you’re a good human being.

That’s it!

Marketing is NOT about playing a part.

Your potential clients will be able to sniff out inauthenticity from a mile away. 

So commit to being your true self online.

If you’re the funny friend in real life, be humorous! 

If you’re the dog mom who’s obsessed with your pup, gush about them in your content.

If you’re a family man, show the behind-the-scenes of balancing work and family.

Don’t edit out the parts that make you real, that makes you human. 

It can be easy to focus ALL of your content on business, clients and showing how hard you’re working, when that’s not actually what your clients want to see. 

Prioritize Emotional Connection 

Millionaire real estate agents understand that 97% of marketing is emotional.

It’s not about facts, it’s about feelings.

People make decisions emotionally first. And only then do they back the decision up with logic.

This doesn’t mean the logical side of your business isn’t important. Of course, no one’s going to want to work with you if you’ve never done a deal or don’t have the experience to back up your claims.

But at the end of the day, people are only going to reach out to work with you if they feel a strong emotional connection with you.

Building that like, know and trust factor isn’t about posting about all the business you’ve acquired through “just listed, just sold” posts.

It could look like sharing your most embarrassing story with your audience, and having a laugh together.

Telling stories and being real creates transparency. And that’s what builds a brand.

I want you to think about your favorite influencers. 

I’m willing to bet there’s a few people online you follow who you’ve never met in real life – but you feel like you’re friends.

THAT is the vibe we want to be going for. We’re not looking for people to put us on a pedestal.

Do Not Discount Your Services

Millionaire real estate agents never discount their services.

If you’re building a seven-figure real estate brand, and you want people coming to you asking you how they can work with you…

I can guarantee you – they won’t be coming to you because you charge a lower price.

They’ll be coming to you because you actually solve problems.

There will always be someone willing to do it for less than you. 

You get to decide – do you want to be the Chanel of real estate, or do you want to be Dollarama?

If you want to be a million-dollar real estate agent, you have to act like it from the beginning.

Be A Pleasure To Work With 

I truly believe that one thing all successful agents have in common is that they’re truly a pleasure to work with. 

And I don’t just mean with their clients.

I mean with everyone. 

They’re kind and generous to other agents, to contractors, to stagers.

They don’t see other agents as a threat or competition.

If you’re one of those agents that makes everything more difficult than it needs to be, nobody’s going to want to work with you.

A lot of agents overcomplicate things feeling like they need to “earn” their commission. So if they get an offer on the first day, they’re not going to accept it. They’re going to be difficult and aggressive because subconsciously, they feel like they haven’t worked hard enough. 

But even if a deal is easy or effortless, you’ve done your job!

When you’re easy to work with, people from all over the place are going to refer you and want to continuously do business with you.

Millionaire Real Estate Agents Don’t Create In A Vacuum

One of the biggest mistakes that will prevent you from building a 7-figure real estate is not listening to your people. 

A lot of people will try to go out and build a brand without really understanding what their ideal clients want. They’ll go out and hire a branding company, or a marketing agency, to create logos, visual imagery, and content.

But it’s not based on a solid foundation. 

If that branding is not based on intensive market research, it’s never going to land.

Don’t create in a vacuum.

Marketing isn’t about sitting behind your computer and keeping yourself busy fiddling with your website and making pretty quotes in Canva.

It’s about having REAL life conversations with your ideal clients. Conversations about their hopes, dreams, fears, desires. 

Put in Long-term Processes & Systems

Millionaire real estate agents are not successful simply because they have a good list. 

They’re successful because they’ve built a COMPANY.

If you’ve ever considered that one day you might like to sell your business, or even pass it on to your children, this is incredibly important.

You need to be developing systems and processes so your company is not just dependent on you and your contacts.

A sellable business means you have a consistent, predictable lead flow. You’re not just relying on referrals from friends and family!

When you follow all of these ten steps, you’ll have a legitimate business that is predictable, profitable and unlimitedly, scalable.

You’ll have all of the foundations to make your first million dollars from real estate.

And if you’re looking for deeper support, this is exactly what we help agents with in The Listings Lab.

Check out what our past clients are saying HERE, and apply if you’re looking for mentorship to go from 6 👉🏼7 figures as an agent. 

Apply For The Listings Lab Program Here