Being a Successful Inside Sales Agent (ISA). Anna Krueger's Story.
Resource Library Video

What it Means to be a Successful Inside Sales Agent (ISA). Anna Krueger Tells Her Story.

Description

I believe in improving your strengths versus what a lot of people focus on, “How can I get better at what I’m bad at?” What if you spent all your energy on what you’re good at instead of improving the bad? If there was a guy built like a linebacker and he said, “I want to be a ballerina,” think about the struggle you’d have figuring that out. You’ll waste time. Instead, you could focus on your football skills and you’d be way further ahead.

The success of Anna Krueger is well known across the real estate industry. Much of the clarity around “being an inside sales agent” can probably be attributed to her, and today, she brings her knowledge to the field as a Keller Williams MAPS coach. Back then, and even today, real estate professionals suffer from follow-up. They lose patience. Their confidence wanes. Consistency becomes erratic. Sticking to your guns and finding success in the long run versus focusing on the short-term gains is something everyone battles over. We like to see results now, and that’s common in salespeople. Anna shows us how to the right mindset to get past these feelings, and how to ultimately find happiness.

In this episode of Driven, get ready to hear:

  • Why grit is important and how it can impact your job (10 min)
  • The difficult road people, like Tim Heyl, had to overcome to reach success (10:30 min)
  • The difference between an ISA and an OSA (14:30 min)
  • What Gary Keller discovered about sphere marketing (18 min)
  • How to focus on your strengths versus your weaknesses (24 min)

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Full Transcript

Here is the transcript of the video and audio, in case you don’t have time to listen.

Rivers: Hey, everyone. Welcome to another episode of Driven. This is Rivers Pearce, and we are in Charlotte still. As you might notice, I’m wearing the same outfit [laughter] from another episode. I’m here with Anna Krueger–

Anna: Hey, guys.

Rivers: –who is the MAPS coach? Is that what we want to go with?

Anna: Yep. One of many [laughter].

Rivers: One of many titles. She actually doesn’t live in Charlotte.

Anna: No.

Rivers: She lives down in Greenville, South Carolina. But she was up here just by chance, doing some things we’re going to talk about in a second. So I will let you kind of tell a little bit about yourself and we’ll go from there.

Anna: Yes. So I’m up here– my family actually lives here. So I’m up here for a conference and visiting my family in the evening. And I’m all about coaching, developing. I’m passionate about training. And so pretty much all my careers have been centered– or all the different positions of my career have been centered around that. And I’ve landed on real estate coaching and training. And I’m passionate about it because it’s a fun industry. I love the personalities of people that work in real estate. They’re go-getters. And it’s a lot of fun to coach and train, and see the impact of that. It’s not just training one person. If they’re trained, then they can go out and help families. And then, their own families improved, and I love the ripple effect of it all, so.

Rivers: Absolutely. So let’s just talk– I mean, you kind of stumbled into real estate–

Anna: Yeah.

Rivers: –right? You want to kind of give the quick 101 or download on that?

Anna: Yeah. So it’s a really, really crazy story. So I was working as a teacher, and then a college recruiter, and I was horrible at sales. Really bad at it. And after about three months, I figured out a few things through language patterns and different ways of approaching sales, and I ended up doing really well. So I started a training department for the college. They didn’t have one, and I started a training department for them. And–

Rivers: For their sales department?

Anna: Yeah. My first three months were horrible, then the next nine months I killed it. And on my one year anniversary, actually, on the date, the regional director approached me and said, “Hey, would you start a training department and help everybody else figure out what you’re doing?” So that was really cool. And I worked for them for eight years and then I met Haro at my church and–

Rivers: And Haro is?

Anna: Oh, Haro. Yeah, I guess you need to know who that is [laughter]. Haro owns a real estate team in Greenville, South Carolina, which is about two hours from where we are right now. And that’s where I live and–

Rivers: And that’s where I’m from.

Anna: Oh, yeah [laughter]? Look at that. And an awesome team down there and when–

Rivers: A KW team.

Anna: A KW team. Yup. And when I started, I was employee number seven. There’s over 30 of them now. They’re killing it.

Rivers: Really?

Anna: Doing a great job. Yeah. We met at church. And I was babysitting his daughter one day– I don’t know if Haro knows this, actually.

Rivers: Uh-oh.

Anna: I was babysitting his daughter one day. She was like five. And she whispers to me, “You’re going to work for Mr. Haro someday, just so you know.” And I was like, “Really? All right.” Anyway, Haro started recruiting me and offered me a job, and I was really unsure about it, just because of all the risk and I was used to a salary and this–

Rivers: And you had an 8-year, 10-year–

Anna: –was scary.

Rivers: –and comfortable and–

Anna: Yeah.

Rivers: Yeah, absolutely.

Anna: So I ended up– and this isn’t really repeatable. I don’t know if people could go out and repeat this, but I just prayed. I was like, “God, if you want me to work for Haro, you’re going to have to lay me off my job, because I just can’t decide [laughter].” And I kid you not, I had worked for that company eight years. They let me work from home and made all these exceptions for me.

Rivers: They let you move too, right?

Anna: They let me move. They didn’t usually let people do that. And four hours after I prayed that I would get laid off my job–

Rivers: Shut up.

Anna: –I got a call that I was laid off. It was ridiculous. So fortunately, I had an offer letter in my drawer. So I pulled it out, called Haro, and I started–

Rivers: The next day.

Anna: –the next day. Yup.

Rivers: Look at that.

Anna: So that’s how it happened and I’m so thankful. It was the best thing that could have ever happened.

Rivers: Oh, my gosh.

Anna: Really awesome.

Rivers: So you landed at a KW team in Greenville, South Carolina, with Haro. And you were doing what?

Anna: Inside sales.

Rivers: So you were an ISA?

Anna: Yeah. When I first started, I did his operations manual, which is really hilarious now that I understand my wiring better. “What was I doing, doing admin stuff?” But again, it was so last minute. That’s what he needed the next day. But ultimately, I started doing inside sales, which if you don’t know what that means, I was the person that nurtured leads. So let’s say Rivers comes in on our BoomTown website. I’ll call him up within five minutes, ideally. And just say, “Hey, what brought you to the website? What are you looking for? What has you thinking about moving?” And then work with him until he was actually ready to come in. So calling expireds as well, for sale by owners. I used to joke around, it was like being the bouncer for the team [laughter]. So nobody–

Rivers: That’s a great way to put it. I’ve never heard anybody say that.

Anna: Yeah. Nobody got in. I would ask you a thousand questions to make sure you were actually serious, and protect the agent’s time, and set it up.

Rivers: So you were the gatekeeper, right?

Anna: Yeah.

Rivers: You’re the key master, right? It’s like, “Nobody can get to the agent.” And that’s basically the ISA model. Right? So that’s been on the rise for the last five to seven years or so and– but you kind of took it to another level. Right? So then your story has a BoomTown element. Right? With Unite?

Anna: Yeah.

Rivers: Right? So we have our conference Unite every year, and you got put on the calendar as a session to talk about ISAs. Right? So–

Anna: Yeah.

Rivers: –how did that go down?

Anna: Well, and actually even the first year, Haro just took me with him and said, “You’re coming to this conference with me.” And I noticed, any time I was anywhere, and I said that I was an ISA, it was like everyone around me stopped, and looked at me, and was like, “Wait. I have questions for you.” So I had about 10 people say, “Can I talk to you next week and ask you questions?” And I didn’t have time because I was lead generating. So I don’t have time to talk to 10 people.

Rivers: This was after the Unite presentation?

Anna: This is after the Unite–

Rivers: And you gave a presentation on what it is to be an ISA–?

Anna: Well, not the first year. The second year I did.

Rivers: Gotcha.

Anna: The first year was really where it started–

Rivers: You were just there.

Anna: –because nobody knew me and I sat in that crowd and I thought, “I want to be on stage one day. I love this. And I want to talk to people about this ISA stuff.” So I started a Facebook group that first year for the 10 people that asked for help, and that really launched things for me. So I really attribute it that BoomTown conference. So–

Rivers: That’s awesome.

Anna: –that started the Facebook group and I said, “I will talk to you on Mondays for a half hour. Here’s a group call. If you really want to have your questions answered, be on the call because that’s it.”

Rivers: “That’s all you got.”

Anna: Like, “That’s when I’ll give you time.”

Rivers: “That’s your time block for the week.”

Anna: Yeah. And more and more people joined that. There’s over 1,000 people in the group now. And it keeps–

Rivers: What?

Anna: Yeah.

Rivers: You’re still doing it?

Anna: I don’t do that anymore because I’m so busy actually doing the coaching now. But it’s really active.

Rivers: Wow.

Anna: There’s questions going on in there. ISA Mastermind group. Anybody can join that’s in real estate. And anyway, out of that became– people started to know more about me and that I loved training. And then, the next year I spoke at BoomTown. And then, the second year I was– I spoke again. And I loved it. That was awesome.

Rivers: So come to Unite. Good things happen.

Anna: Yes. I–

Rivers: You meet good people. Things happen when you put yourself out there. Right?

Anna: Yeah. It’s who are you around. And people that are at that conference are there because they have a growth mindset. So it’s like you take your world, and you make it small with people that are going somewhere. Or they wouldn’t even be there.

Rivers: That’s good.

Anna: So that is really– I mean, obviously Haro, ultimately–

Rivers: He opened the door. Right? All right. So you did Unite, you were doing– you kind of became known as the ISA coach, right? I mean, I think your email address is theisacoach or something like that, right?

Anna: Yeah. It has ISA in there. One of them does.

Rivers: Something like that?

Anna: Yeah.

Rivers: So then you ended up working with Tim Heyl who is based out of Austin, another big KW expansion guy. And how did that come about?

Anna: Well, I made my mission– when I was in ISA, I wasn’t sure what my path would look like. And I noticed there was no training for that role. So my mission became to master the role so that I could train it. I knew I had to master it if I was ever going to actually train it. So I went to MAPS Coaching, which is the coaching company of Keller Williams, and I just said, “Hey. What do I have to do to be a coach? I want to develop a training program for this.” And they said, “Well, you should talk to Tim Heyl because he’s talked about that as well.” Well, I joked because it’s a lead generation program. Right?

Rivers: Right.

Anna: ISA coaching. And I joked that I lead generated Tim because we must have texted or left messages for each other forever. And finally we were at a conference together, and I literally chased him down the hallway [laughter]. He was in this crowd of people, and I chased him down.

Rivers: And he’s like, “There’s a crazy person behind me.”

Anna: Yes. And I was like, “I’m Anna Krueger. I’m the one that’s been texting you [laughter]. And we’ve got to talk.” So anyway, I literally chased him down. And we got on the phone very shortly after that conference, and–

Rivers: Oh, that’s cool.

Anna: –three or four months later we started the program.

Rivers: So this is what? Not too long ago.

Anna: No, that was–

Rivers: Two years ago?

Anna: Not even.

Rivers: Right?

Anna: That was in October, I think, of 2015.

Rivers: So I mean, it’s kind of strange that people have been talking about ISAs forever. Or lead coordinators, or client concierge, whatever you want to call it. And there was no formal anything. Especially with Keller Williams where it was kind of born out of. Right?

Anna: Right. Right. I think it’s because–

Rivers: So cool.

Anna: I think people just give up so easily. And let’s be real. It’s not the easiest role. You have to have a lot of tenacity. You’ve got to know how to convert leads. And so I think a lot of people– and I don’t have data on this. I just think a lot of people probably didn’t stay in the role long enough to master it and figure it out. And there are people out there that do it at a high level, and they love it. I coach several ISAs that are like, “Why would I ever want to be an agent?” They’re just like, “I love this.”

Rivers: And they make a good living?

Anna: They make a great living.

Rivers: Yeah?

Anna: Yeah. And there’s several that make– I mean, plenty of money for what they need and–

Rivers: More than your average agent, probably?

Anna: Yeah. I mean, I know of two off the top of my head, that are making six figures.

Rivers: Really?

Anna: They’ve been in the role for a while. Takes a little time to get there. But they work normal hours. They don’t have the same stresses that an agent does. And so I think it just depends on how you’re wired. And especially in that ISA role, you’ve got to just be patient which is hard for a sales people [laughter]. I mean, it really is.

Rivers: That’s true.

Anna: You got to be patient because all that work you do– I think of Tim. His first year, he called FSBOs expired in circle. And his first year, out of that group, he added 1,250 names to his database. He closed nine of them. If I added 1,250 names to my database, and closed 9 of them in a year, I’d probably think to myself, “This isn’t working.”

Rivers: This isn’t [laughter] for me.

Anna: Well, his second year, out of that same 1,250, he closed 54. So you got to find the person that sees the vision and will be patient.

Rivers: Stay the long course, the long play.

Anna: Right.

Rivers: Oh, it’s great. So what is the difference then, between that ISA profile and your typical agent if you boil it down to, say, a DISC profile, which most people are familiar with?

Anna: I’m thinking off the top of my head here. I would say both of them ID, which is the outgoing person with a lot of drive, or DI. So either one of those tends to do well in both roles. I think the ISA tends to be people more that maybe with– maybe they have young kids or their family schedule. They want the 8:00 to 5:00 and they’re also okay being in one spot. So if you’re okay without a ton of variety, and you can sit in one spot all day, you’re going to be more attracted to the ISA role.

Rivers: But you still got to have thick skin.

Anna: Oh yeah. Oh yeah. I had one guy call me a name one day and I was like, “Really? I didn’t know I was that.” And he hung up on me [laughter]. It’s all right [laughter].

Rivers: So do you think that they need to have the kind of C-element too, where it’s like, “Hey, here’s the plan,” to kind of follow the SC part as well, that most agents aren’t necessarily great at that profile?

Anna: I do think that can be there, but when I think of the successful ISAs I know– and I want to be careful to say, “Anybody can be successful if their drive is high enough, whatever your wiring is.” I think most of them don’t have a ton of C– here’s how I think of it. I don’t have very much C, which is that analytical, “Let me follow the rules, let me make sure I’m following the task system–”

Rivers: Compliant.

Anna: “–and BoomTown.” Yeah. “What’s the order of things?” I don’t have any of that. However [laughter], I’m very high-I and I’m very motivated to be successful. So I’ll do it because I know that’s what I have to do. And the high-I loves people. So if I want to help this person I just talked to, then I’m going to follow up with him and follow the plan. So it’s kind of like—

Rivers: No. It was totally them [laughter]. But I think if your drive is to truly help people, it can pull you through doing tasks that you might not normally love to do because you see the purpose in it.

Anna: That kind of goes for anything, right? You just push through whatever it is. Even if you’re training for something or whatever it might be.

Rivers: Good point.

Anna: Well, I mean, let’s be real. There’s no job that you love everything that you do about it.

Rivers: No. Absolutely not.

Anna: Every job has something about it. So if I get to talk to people all day and help them accomplish their goal, and I got to take some notes in the system somewhere, and follow a plan, then that’s what I’m going to do.

Rivers: So you see all kinds of agents, all kinds of teams, I assume, through the lens of the ISA? Are you working with non– are you working with agents? Are you working with other types of roles at this point?

Anna: I am actually. So one day a week, I coach team owners. I think the biggest team I coach has nine people on it down to single agent. And I love all the variety. They have all different challenges. So that’s fun because it’s a lot of variety. And then the rest of the week, I coach the ISAs. But quite frankly, even in our ISA program– at the end of the day, it’s a lead generation program. So we have a lot of team owners in there that don’t have ISAs and they’re like, “I just want to get better with lead gen.”

Rivers: So let me ask you this then. I think of ISA as, “The lead has already come in the door. I’m working it to hand it off.” When you say lead gen, I just want to make sure we’re on the same page about– I think of lead gen as like, “I’m outbound calling or generating leads.” Are we on the same page there, or–?

Anna: Yeah. I think out of laziness I just lump both together [laughter] and call it ISA. So a true ISA is inside sales agent and they’re dealing with leads I think of that come into the team, therefore inside sales agent. So that would be a BoomTown lead–

Rivers: Zillow, whatever.

Anna: Yeah. Outbound or outside sales agent, I like to think they’re reaching out and calling the unsuspecting. So the expireds, the for sale by owners, the circle calls, the just listed just sold. And quite frankly, a lot of people– just so you guys know, when you hear the term ISA, a lot of people just lump those two together because it’s easier and faster. But yeah.

Rivers: So when you say circle, you mean like your sphere?

Anna: Oh, actually, should call that, too [laughter]. When I say circle, what I mean is, picture that I’m putting my finger down into a neighborhood on a map, and I’m going to circle out around that neighborhood, and call the neighbors. So maybe it’s a neighborhood that I’ve been farming through mailers and I want to become the guy that dominates that neighborhood.

Rivers: And you have those numbers already?

Anna: Yeah. You can get them through several different systems. But yeah.

Rivers: Gotcha. All right. So there’s a difference between circle prospecting and obviously, calling your sphere of influence.

Anna: Yeah. Sphere is–

Rivers: Good. That’s good.

Anna: –way higher return for your time [laughter].

Rivers: Yeah. Indeed. So does the agent need to be calling the sphere or is the ISA calling the sphere?

Anna: I don’t think there’s one right answer to that. I think it’s just what– I’m really big in people operating in what makes them happy, what’s their strength zone. And so if the rainmaker, or team owner, or the agent has time to call that– okay, it needs to get called by somebody, but I don’t think it has to be the agent. I think it could be the ISA with a good script. So I used to call Haro’s and I would just say, “Hey, Haro wanted me to check in on you. He’s out running around, yet he cares about you and just wanted me to see how you’re doing.”

Rivers: Just checking in.

Anna: Just checking in. And that worked really well.

Rivers: And it makes them feel that, “Oh, he’s out there busy. He’s doing business.”

Anna: Yeah. And really, it was kind of brilliant because he was getting more and more out of the business. He is not even really in the day-to-day anymore. So what I would do is I would call his sphere and say, “Hey, just know if you ever needed something and you can’t reach Haro, when we hang up, save my number in your phone and just call me anytime you need anything related to your house.” And you start saying that at the end of every call and you’re training them, “Any time you need anything, you call Anna,” and I’ll help you.

Rivers: And that may even be like, “I need a AC repair guy,” or–

Anna: Yeah. That’s one of the value adds, actually, which perplexed me why people got so excited. But I would call and say– I was trying to think what’s a free value add I could say. So I was like, “Hey, if you need anything for your house, like an AC guy, or a lawn guy, we know a ton of people that do that because we work in the real estate industry.” And I was really surprised how many people just got so excited about that.

Rivers: Oh, yeah?

Anna: They were like, “Oh, I never thought about that,” like it was the greatest thing.

Rivers: And I think it’s one of those things that’s often overlooked. People don’t think about it. We know about it because we’re so deep in the space. But they know tons of people that repair things and do yards, and design, and all of that stuff, because they have to. They’re staging homes and their curb appeal and all of those kinds of things. So did you get any people that were– did you get calls, people needing help?

Anna: Yeah. I found that when I first started it wasn’t very many people that on that first call were like, “Oh, yeah. Today I need that,” or, “Oh, yeah” because you could have just called me and said that, “I just realized that I need to list my house [laughter].” And that’s the whole thing is we have to be consistent with that. Over time, it absolutely– I mean, Gary Keller studied this and found that if you call your sphere at least once a quarter, and then also are doing some marketing pieces, you can expect one sale out of every sixth sphere, that you talk to, which is significant and that was with a lot of data. So it’s totally worth it and it’ll pay off. They’ll call.

Rivers: But you got to stick to it.

Anna: You have to stick to it.

Rivers: Absolutely.

Anna: I think one of the hardest things, for those of us that like variety, which is a lot of sales people, is being consistent in just the basics. We like to create or, “Let me try this idea,” or, “Let me try that lead source for three months.” Where really, if you just picked probably five lead sources and you were consistent, that’s all you would really need.

Rivers: Right, right. And real estate agents are famous for shiny objects, and drama, and chasing squirrels and all of that. So that’s a good segue. Technology is obviously a huge piece of everything nowadays, right, not just real estate. But you’ve been involved– obviously you know BoomTown, but what other pieces of technology or types of technology are you finding that are kind of indispensable or that you’re seeing people are really leveraging to find more success?

Anna: Yeah. That’s a great question. So I’ll speak to the ISA world for a moment here. Well, really, probably agents too. I think crucial for an ISA, and I’m shocked how many don’t have it, is a headset. Have to have a headset because you’re more efficient. You can type or dial while doing other things. And the other thing is a double screen because here’s how I used to do this, and it saved me so much time, is maybe a dialer, or a Vulcan 7, or a Mojo on one screen, which is a dialer for expireds and other things. And if I talk to somebody, I wanted to put them in BoomTown. Well, if I had a second screen, I could just copy and paste real quick, slide it into the other screen, and move on. Well, before I had two screens, that was a five minute ordeal. And so you think you start saving all these little pieces of time, so that helped.

Rivers: And it all starts to add up.

Anna: It all adds up.

Rivers: The dialer takes what, 10 seconds or so out of every– you’re doing 100 calls versus 10, kind of thing.

Anna: Yeah. And here’s the cool thing is if you’re on a triple dialer–

Rivers: A triple dialer?

Anna: So Mojo calls three numbers at one time. I know, what [laughter]? Now, of course, if you have a great conversation this might not happen, yet you can reasonably expect 12 contacts an hour when you’re on a triple line dialer. So think about whatever you’re getting right now. If you’re hand dialing, just add in a triple line dialer and 12 contacts an hour. I mean, huge return on your time.

Rivers: Absolutely. And then the 12 becomes X amount more of sales and it all trickles down, right?

Anna: Yeah. And I think that’s what a lot of people miss, is it’s really a numbers game. When we’re people oriented, we kind of fly by the seat of our pants and, “I’m just going to talk to people today.” But when you start tracking– which I did not like doing. Haro made me do it. It was six months of Haro pulling teeth. And then I finally bought in.

Rivers: To track all of your calls?

Anna: Yeah. But what you can do when you track is you can start figuring out, “How many closings have I had over the last six months and how many contacts did have?” And just divide them. And I started figuring out to hit my big, scary financial goal– which seemed this big thing that, “I don’t know if I can actually do it.” Through tracking, I figured out I just had to talk to six people an hour for about four hours a day and I would hit my goal. And that came from tracking.

Rivers: Did you find that– once you hand it off, that sale isn’t dependent upon you anymore. Did you ever find– does that scare you? I mean, that–

Anna: Yeah.

Rivers: –your goals are dependent on 5, 6, 7, 10 other agents. Right?

Anna: Yeah. That was hard and– I mean, that was hard. It was hard to hand people over. And what I found that I really appreciate about Haro is he really stuck to the hiring process of Keller Williams which– it’s a long process. I probably spent eight hours with Haro by the time he actually hired me, just making sure it was really good fit. But what that does is it made sure that we had talent on the team. And talent wants to be around talent. And I’ll tell you right now. If I was on a team, and I was handing over all these appointments and nurturing all the time, and they just couldn’t close them, I’m probably not going to stick around. I wouldn’t have stayed. Yet Haro was really big into hiring the right people, getting them the right training. And so–

Rivers: Right culture fit, everything.

Anna: Yeah. So it made it easy if they were like, “Yeah, that one didn’t convert.” It was easy for me to accept because it’s like, “Well, they’re talented.” And I know that they laid it all on the line.

Rivers: Right. Right. It wasn’t just slacking or something like that.

Anna: With technology, with the last 10 years post-crash, with the millennial generation taking over the world, basically, due to sheer numbers– it’s a numbers game, right?

Rivers: Yeah. I do think with technology and everything, we’re more interested in change and constant stimulation, or– and I also think you’re exposed more to– 50 years ago, you couldn’t hop online and see what other types of houses were out there and think, “I like that a little better.” So I do think technology can make you want maybe more, or change your home more.

Anna: Little more aspirational.

Rivers: Yeah, but I don’t know that it changes the desire to have a home. Probably you’re going to move more. Because I’m going to be envious of the house [laughter] I saw on BoomTown. I want that one more than the one I have now [laughter].

Rivers: Teams are taking over the world.

Anna: Yeah.

Rivers: Right? I mean, you’ve seen that–

Anna: Especially expansion teams.

Rivers: Right? And now there’s expansion teams. What do you think of that model? You think it’s going to continue to grow?

Anna: Yeah, I do. I think the reason why, too, is a lot of us that are in real estate– I could sit down and make myself do paperwork or work on closing documents. I don’t want to. I could. Yeah, it goes back to what I said earlier is I believe in operating in your strengths versus– a lot of people focus on, “How can I get better at what I’m bad at?” I mean, maybe do that sometimes. But what if you instead spent all that energy and developed on what you’re good at? So it’s hard to–

Rivers: You got somebody else to do the stuff you’re bad at.

Anna: Yeah. Yeah. I heard this analogy one time of, what if there was a guy built like a linebacker, and he said, “I want to be a ballerina [laughter].” Okay, maybe you could figure out how to move like a ballerina, but what a waste of your time. Focus on your football skills and you’d be way further ahead.

Rivers: That’s a good point.

Anna: And so I think with expansion teams– if I’m out in some town somewhere and I’m starting a team, it’d be pretty cool to plug into a team that already has the admin people. They already have the systems figured out. They know all the closing documents. And I can just focus on going out and meeting with people. It seems like I would get further than if I had to focus on stuff that I wasn’t very good at.

Rivers: So what do you think about– and we’re seeing this and maybe you are or not, but the people that are new to the industry and they see Tim Heyl, or Ben Kinney, or these mega agent expansion guys that are killing it, and they’re like, “Oh, I’m going to start an expansion team. I want to go– that’s what I’m going to do.” And they think that you can just go from zero to mega agent expansion, and their mindset seems a little bit of too ambitious, if you will. They don’t realize that that maybe took 5 to 10 years to get to that point. Do you think some people are misguided in that sense right now, because they see that success?

Anna: I do. And actually, I was on the phone with Tim recently, and I teased him because our conversation kept being interrupted, because he was like, “Oh, you’re doing a great job over there,” to whoever was around him in the office. Like, “Oh, you’re doing a great job.” And when he finally got back on the phone I teased him, and I was like, “You should add professional encourager to your business card or something [laughter].” And he laughed. He’s like, “Anna, that really is all I do now.” He said, “People see that, and they see that I just walk around, and I kind of step in and encourage people or talk to my leaders,” he’s like, “but what they don’t know is the first four years were incredibly boring. I sat and lead generated for three hours a day.” And if you know Tim, that’s not really his personality, is to sit in one spot. And I’ve heard him say, “A lot of people see what I’m doing now at my young age and they just don’t see all the work that went into it.” He literally used to go– I think it was the janitor’s closet, I think.

Rivers: Yes. I think you’re right. Yeah, yeah.

Anna: There was some closet– yeah, he didn’t have an office. And he went into the closet and called for three hours a day. So there’s a lot of hard work behind what we see. And I don’t know Ben personally. I actually would like to meet him. So if you’re watching this video, at some point [laughter], I need to talk to you.

Rivers: Maybe we can arrange that.

Anna: But from hearing his story, it sounds much the same, is enormous amounts of hard work.

Rivers: Oh, my goodness. Yes. Years and years.

Anna: Yeah. So yes, it’s an ambitious goal. I also think people can achieve it if they’re truly motivated and that’s truly what they want to do. Just make no mistake, it is not easy. It is hard.

Rivers: It’s not easy to just have one team and one place [laughter].

Anna: No, no.

Rivers: Or have an admin and a buyer’s agent, which is the smallest team I guess you can have.

Anna: Yeah. It’s not easy.

Rivers: So we’re wrapping up here. Thank you, Anna, for all of this. We’ve been chatting. This has been just easy and fun. And I think it’s great that you’ve been a big advocate for us, BoomTown, out there in the world. And I’d like to think that we are a part of your story and that Unite is a part of your story.

Anna: Definitely.

Rivers: And I think we really appreciate everything you’ve done for us. And it’s cool to be a part of your journey, and hopefully, that’s been impactful for you as well.

Anna: Yeah, hugely. I mean, part of what helped me excel as an ISA is I had the right tool. And BoomTown certainly was a huge part of that. And then, even getting into the coaching career. There’s a ton of factors, of course, yet I always go back to– it was that BoomTown conference that Haro took me to. Where would I be, or what would have happened had it not been for that conference?

Rivers: Well, thank you again. Where would we all be without BoomTown [laughter]?

Anna: That’s right.




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