7 years ago, Guy Gal met an agent doing 40 transactions a year who said something that changed everything:

"I would rather you actually solve my problems than give me a higher split.

I'm happy to pay more if I no longer have to be responsible for conveying transactions in the way that I currently do."

The agent was spending half his time on administrative tasks, which she wished the brokerage could solve for her.

Her frustration was simple:

"One day I will start my own brokerage."

Guy's response was simpler:

"Why not now?"

This playbook shows you how.

— Andrew

Here's what Michelle Kim taught Guy:

She was doing $24 million in volume, but still referring business out to other agents for only 25% because she had no more time. 3 kids. Full capacity.

The math was painful. Every referral was 75% lost revenue.

"The thing that constrains good agents is not a lack of opportunity, it's a lack of capacity."

And when you're spending time on:

That's time you can't spend with clients.

Guy discovered something dark about the industry:

"A traditional brokerage would rather have 1000 agents that close one deal a year each at 50% splits, than to have 100 agents that close 10 deals a year each at 20% splits."

Same transaction volume, double the profit.

The system is designed for the average agent doing 3 deals a year. Not for you doing 30, 50, or 70+.

That's why 70% of transactions are done by part-timers.

That's why experienced agents subsidize inexperienced ones.

That's why some big box national brokerages cater to and recruit new agents.

They’re built for the new agent, not the top producer.

Guy's observation after watching top producers:

"A great agent is a great member of the community before they're a great business builder."

But here's what most miss:

Community isn't a marketing tactic, it's brick-laying work.

"It's heavy, it's not shiny. It's not the quick rinse, repeat, look at a dashboard, make a phone call, write an email, transactional type of thing."

Guy studied the San Antonio Spurs:

"In the last 20 years, they've won more championships than anyone. 75% win percentage. Because their philosophy is: we win long, we don't win short."

Compared to the Dallas Mavericks:

1 championship, then mediocrity.

"They mortgaged the future to go all in to be successful once."

Applied to your business:

Don't take paid leads that own you.

"If that's your only principal motion... when that portal wants 5% more of your commission income, that turns your entire business upside down. That's the entirety of your margin."

Build relationships, not dependencies.

While the Dallas Mavericks mortgaged their future for one championship, the Spurs won five over 20 years with a 75% win rate.

"Life is long, and the best way to win is to win long."

Short game thinking:

Long game thinking:

The portal that sells you leads today will demand 5% more tomorrow. That's your entire margin. Gone.

But the community you serve? Those relationships compound forever.

Part VI: The Boutique Advantage (Being Different Together)

Traditional brokerages offer a deal:

"You get to be together, but the cost of being together is being the same."

Side discovered something different:

"You get to be different but together."

Guy admits this honestly about Side partners:

"I look at their brands and think, 'That doesn't make sense to me.'

But you know who does? The 100 people a year who enthusiastically work with them."

That's the point.

When you’re for everyone, you’re for no one.

Stand for someone.

Remember Guy's friend from the beginning? The one doing 70 transactions?

He said: "I want to own my business. I don't want to operate a brokerage."

That's the entire playbook.

Own your business. Don't operate what you shouldn't. Solve for capacity, not opportunity. Go deep, not wide. Build for decades, not quarters.

Guy's final truth:

"Business is a medium by which you get to connect with people and establish relationships with people that you never would have otherwise had an opportunity to meet."

The brokerage that takes 30-50% of your commission?

They're betting you'll never figure this out.

Prove them wrong.

Search The Future of Real Estate from a $500M Broker on YouTube or your favorite podcast app to watch the complete episode now!

Meet Amanda Elhassan, the hairstylist who was $150K in debt before hitting $50 million in sales by talking to her best friend "Ducky" in every video. By waking up 45 minutes early to DM 30+ people daily, she landed a high-end buyer from YouTube in under 2 months of posting hyperlocal Livermore content.

Key Insights:

Search How Hyper-Local Is the Most Underrated Strategy (Behind $50M/YR Agent) on YouTube to watch the full episode now.

Subject lines are like curb appeal, if they flop, no one walks through the door (or opens the email).

Omnisend recently tested 150+ subject lines across industries.

All of the ones below scored between 92-100% based on the success of their open rates, click-through rates, reply rates, and unsubscribe rates.

Here are the best of the best, plus how you can swipe them for your own inbox game:

Cold Lead Subject Lines

For Buyers

Original: “Would you like a 20% discount?”

For Sellers

For Past Clients

Takeaway: The subject lines that win attention are bold, playful, and direct.

Here’s to a strong summer. Let’s keep building!

I appreciate you reading,

Andrew Bayon

P.S. Want more profit and leverage from your marketing? Find out how we help agents attract “come list me” sellers & “ready to transact” buyers with YouTube.

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