Avenue Home Collective does $200 million a year.

Over a billion in career sales.

Without recruiting a single agent.

Most brokerages throw new agents on the phones.

Burn through leads. Hope something sticks.

Melissa Sofia did the opposite.

"I don't recruit. I attract. And I reverse-engineered the entire training process."

This is how.

— Andrew

Part I: The Training Formula Everyone Gets Wrong

You can't lead gen before you know how deals work.

Part II: The Perfect Repeatable Work Week

Most agents have no structure. Random daily tasks. Inconsistent income.

Melissa gives her agents a framework: The Perfect Repeatable Work Week.

"If you're doing those things, you are definitely working as an agent."

The rebel mindset:

• We bucked the system. We don't want a full-time boss.

• We don't want somebody to tell us when we can take a break.

• We want to work more in the morning and then later.

• We want to work at night, then we don't want to work on the weekend."

"I'll tell you what it takes to be a successful agent. Now you fill in the process when it works for you."

Part III: September 2020 The Collaboration Model

Melissa launches Avenue with an open office.

First move: Got "hyper vigilant" about culture.

"Do we all have the same mindset around helping people? Or is there an agent okay screwing somebody over?"

She removed misaligned agents.

Result: "Our numbers blew through the roof that year."

Why collaboration wins:

"Real estate is dog eat dog”

People used to hide their flyers.

There is enough business for everyone."

The lonely island problem: 

"Most agents feel alone. Maybe I suck, maybe it's the market."

The solution:

Working together. Seeing others struggle with the same things. Getting centered.

Growth strategy:

Find people who match values → Help them grow → Wait for bandwidth → Bring in more.

"I'm not working for number of agents. I'm working for high per-agent production."

Part IV: The Energy Toolbox Method

Four kids. Brokerage. Transactions. Leadership roles.

People ask: "How do you do this much?"

Her answer: "I don't do things I don't like to do."

The philosophy: 

"Time is what we have, but energy is how we feel. When you feel good, you accomplish more."

The math: 

Low energy hour = nothing accomplished.

High energy hour = million things done.

Part V: The Mom Who Created the Leader

Melissa lost her mom at 21…

"She was my business partner, my mentor, my best friend. The worst thing that ever happened to me, and what created me."

Her mom was 46. Took on every transaction's stress.

"I believe that had a profound impact on her health."

The lesson:

"I could operate at a high level for clients,

but, this is not mine to take in. I could be an advisor without being on the floor in fetal position."

Her mom's promise: "When you're a big real estate agent, just help people like us."

Today: Melissa directs at CAR. National Policy Chair for Asian Real Estate Association.

"If not me, then who? They need my voice."

World class leadership: 

Remembering what built you.

Taking your experiences to help who you once were.

The Closing Loop

Melissa still opens that energy toolbox on tough mornings.

Avenue doesn't need more agents. It needs the right ones.

The 21-year-old who learned what not to carry.

The broker who reversed the training model.

The leader who attracts instead of recruits.

WANT THE FULL STRATEGY?

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