The Real Reason Most Agents Never Break 100K

As we come towards the end of the year, I find that most agents don’t have a business plan, what they have is a motivational poster disguised as strategy.

“I want to make 100K.”
“I want to do 12 transactions.”
“I’m going to work harder.”

None of that is a plan.
It’s a confession that they don’t know how to build one.

Here’s the real problem.
Agents set goals way above their systems and way below their potential. That 100K target everyone worships isn’t a business goal. It’s a self-image issue.

Back when gold was around $300 an ounce, every new Agent talked about making $100,000. That was the benchmark. Hit a hundred, and you’d “made it.” It actually meant something then.

Gold isn’t 300 anymore.
At the time I write this, it’s more than ten times that, and the trend is upward.

Life costs more. Housing costs more. Groceries, gas, everything.
Yet agents are still chasing the exact same income target they were chasing twenty years ago.

That’s the problem.

Their expenses changed.
The market changed.
The world changed.
Their goals didn’t.

Which tells you everything you need to know.
They’re not setting goals based on math or reality.
They’re setting goals based on an outdated self-image.

And here’s where it gets uglier.

If an agent did 6 deals last year and wants to do 12, yet every behavior, skill, habit, and system remains identical, they are not planning. They’re praying. They’re hoping another 6 deals fall out of the sky from “their sphere.”

The market doesn’t care how motivated you are.
It rewards systems and punishes amateurs.

Let me show you the story that ripped the lid off this lie for me.

I’m coaching my son’s flag football team. First season as head coach. We got slapped around the first few games. Confused kids. Sloppy execution. Chaos in motion.

It was my fault.

Could I have figured it out eventually?
Sure. Give me a few seasons and enough pain, and I’d stumble into improvement.

But kids don’t want “eventually.”
And neither do clients.
They want results now.

So I did a ton of onlnine research, found the right guy, and I bought a system.

Pre-built plays. Clear formations. Proven structure. Zero guesswork. I turned every position into a color-coded wristband. Laminated the plays. In the huddle, I point to one play. They execute. We move the ball. We score.

And we stopped losing.

We didn’t “work harder.”
We didn’t “hope it clicks.”
We ran a repeatable, scalable system that removed thinking at the moment of execution.

I can review an Agent's last 12 months of business and tell you exactly why they are struggling.

If you can’t source where every deal came from, the truth is simple.
You didn’t plan success.
You tripped over it.

Here’s how you fix it.

Step one. Source every closing from the last 12 months. Every single one.
Step two. Decide how many units you want in 2025.
Step three. Look at your numbers like an operator.
Step four. Install real systems that reduce thinking and increase output.

And yes, systems sound like work.
Everything worthwhile does.

But once they’re installed, they run like a color-coded wristband.
Consistent. Clear. Scalable.
No guessing. No hoping. No praying.

That’s what I build for agents and lenders inside my world. Systems that remove friction, multiply the math, and force growth. If you want 2025 to look different from the last decade you’ve repeated, you’d better do more than write goals. You’d better build a machine.

Here’s the command.

Before you write one more 2025 goal, scrap the vision board. Sit down with your last 12 months of production and build your wristband. Until you install new systems, you’re not doubling anything. You’re repeating last year with better intentions.

Real players don’t hope for wins.
They run the plays that produce them.