The Optimized Entrepreneur

Optimizing Entrepreneurs so they can do more

Blog

  • It Has to Get Worse Before It Gets Better (Here’s Why)

    2–3 minutes

    Toward the end of the year, my mind keeps coming back to the same idea (especially around the time we all reflect on the past year and look out to the incoming year). Why does real change so often wait until things get worse? Not a little uncomfortable. Not mildly annoying. Worse in a way that finally pushes us to move.

    I see this pattern everywhere. In work, in health, in relationships. Mild discomfort rarely leads to action. We put up with it. We complain about it. We tell ourselves it is fine. But we don’t change. Change begins when staying the same feels harder than moving forward.

    There is a name for this idea. It is called the Activation Energy Principle. It comes from science, but it fits human behavior well. Activation energy is the amount of force needed to start movement. Below that level, nothing happens. Even if something feels uncomfortable, we stay put. Only when the pressure crosses a certain point does change begin.

    That explains why people stay in jobs they don’t enjoy or habits they know aren’t good for them. It isn’t great, but it isn’t bad enough. The discomfort stays below the line where action feels necessary.

    This is where many people get confused. Discomfort is not danger. Discomfort is information. Think about working out. When your muscles are sore, you don’t think something is wrong. You know your body is adapting. Growth usually feels worse before it feels better.

    The mistake is panicking when things feel harder. We assume we failed. We think we made the wrong choice. But what if things getting worse is actually a sign that change has started?

    “Change begins when staying the same feels harder than moving forward.”

    Here is where the idea gets interesting. What if we didn’t wait for life to push us past that line? What if we chose hard things on purpose? Not silly struggles. Not making life harder just to suffer. Real challenges that help us grow.

    Comfort can trick us. It tells us we are done growing. It says this is good enough. Stay here. That voice sounds calm, but it slowly holds us back. The biggest changes often come when someone chooses to stretch before they are forced to. The workout you do even when you feel fine. The conversation you avoid because it feels awkward. The goal that scares you because it shows your limits. Those choices matter.

    We are built to grow stronger under pressure. Without it, we slowly lose our edge.

    So here is the invitation. Take an honest look at your life right now. Ask yourself if you are just uncomfortable enough to stay the same. Not falling apart. Not truly growing. Just getting by.

    What would it look like for real change to begin? Not later. Not when things break. Now.

    Sometimes things have to get worse to force change. That is true. But the faster path is choosing growth before pain makes the decision for you. Sometimes the sky is not falling. Sometimes you are standing right where growth begins.

    GabrielCruzPerez

  • How to Identify Your Ideal Client Avatar (So Your Marketing Finally Converts)

    3–5 minutes

    If you’ve ever stared at your phone wondering what to post, what to say, or who you’re even talking to… it’s not because you’re “bad at marketing.”

    It’s usually because you’re trying to be everything to everybody.

    There’s a quote I heard years ago: “If you want to please everybody, sell ice cream.” Even that probably doesn’t work anymore. The point is simple: the wider you cast your message, the less it lands.

    And when your message doesn’t land, everything gets harder:

    • Your posts get ignored
    • Your engagement drops
    • You attract wrong-fit clients
    • You waste time, energy, and sometimes ad spend
    • You feel constant uncertainty

    That uncertainty is the real pain. Not “I need better content.” Not “I need a new funnel.” It’s the daily stress of not knowing who you’re speaking to.

    The green hat test: why clarity removes stress instantly

    Picture walking into a networking event with 100 people. You don’t know where to start, who to talk to, or how to introduce yourself.

    Now imagine your job is only to talk to people wearing a green hat.

    You walk in, see three green hats immediately, and ignore the other 97 people.

    That’s what it feels like when you’re crystal clear on your ideal client avatar. The overwhelm drops. The uncertainty disappears. You stop chasing everyone and start connecting with the right people.

    Why specificity creates connection (and precision drives results)

    A generic message is forgettable.

    If you stand up and say, “I help people,” nobody feels pulled to talk to you. It’s too broad to be meaningful.

    But if you say, “I help single fathers who are struggling as small business owners stay consistent with fitness,” someone in that room will think: Holy cow. That’s me.

    Or in real estate: “I help veterans use a VA loan to buy a condo.”
    Or in beauty: “I specialize in curly hair for women.”

    That’s what specificity does. It creates a moment of recognition.

    “When everyone is your audience, no one is your audience.”

    The fear that keeps people generic: “What if I miss out?”

    Here’s the fear: If you pick one person, you might miss someone else.

    “What if I don’t get the buyer who isn’t a veteran?”
    “What if I don’t get the condo buyer who isn’t in my niche?”
    “What if I’m leaving money on the table?”

    The harsh truth: when you widen your message to try to capture everyone, you usually convert almost no one.

    “When everyone is your audience, no one is your audience.”

    The math that makes this real

    Let’s compare two pools of potential clients.

    Pool A: 500 random people (mixed bag)
    If you convert at a typical 2%, that’s:
    500 × 0.02 = 10 clients

    Pool B: 50 ideal people (hyper-specific)
    If you convert at 50% because you’re speaking their exact language:
    50 × 0.50 = 25 clients

    You reduced your pool by 90%… and got more than double the clients.

    And if you go even further—if your message is so dialed in that you convert 75% of that ideal pool:
    50 × 0.75 = 38 clients

    You don’t need a bigger audience. You need the right audience.

    The “one person” filter

    Here’s the filter to use for the next 60 days:
    If I had to choose one person to speak to, who would get the best results from my work?

    Another powerful angle comes from the idea that you’re often best positioned to serve who you were five years ago. You remember the pain. You understand the obstacles. You know what would have helped.

    There are people right now who are struggling with what you already know how to solve. Your job is to identify them clearly.

    Skip demographics. Go deeper.

    This is where most people get it wrong. They list demographics and call it a day:
    Age. Gender. Income. Location.

    That’s surface-level.

    The deeper work is this:

    • What’s their biggest want? (Not the surface want—the deeper desire behind it.)
    • What’s their biggest struggle? (The specific roadblock keeping them stuck.)
    • What’s their core frustration? (What makes them feel defeated or exhausted?)
    • What are they trying to solve daily? (The problem consuming their thoughts.)
    • Who is your message not for?

    When you nail this, your content becomes obvious. You don’t post “tips.” You speak directly to what they’re feeling right now.

    Your final output: the simple framework

    Fill in this:

    • My ideal client is __.
    • They want __.
    • They’re stuck because __.
    • They’re tired of __.
    • They wish they could __.

    Then turn it into one sentence:
    I help __ who struggle with __ so they can __.

    That’s the foundation. And until you have it, few things will be heard.

    This blog was inspired by module #1 of a 3-part course centered around finding and communicating with your ideal avatar. This course can be found in our free coaching community at https://bit.ly/RealtorGrowthLab

    GabrielCruzPerez's avatar

    GabrielCruzPerez

  • How to Pressure Test Your 2026 Real Estate Goals with the LID Method

    4–6 minutes

    Most agents don’t have bad intentions. They just have bad goals.

    When you ask them what they want to do next year, the answers usually sound like this:

    “I want to go from $185k to $250k.”
    “I want to double my units.”
    “I want to make six figures.”

    On the surface, these sound ambitious. But when you ask why that’s the goal, the answers fall apart. “It just sounds like a good number.” “My coach told me to double it.” “I’ve never done that before.”

    Those are not real reasons. They are marketing slogans you tell yourself. And when the year gets hard, they will not hold.

    Why “Cool Number” Goals Collapse

    Imagine you decide you want to make $250,000 in 2026 simply because it sounds impressive. There’s no deeper reason, no emotional connection, just a round number you like.

    Now fast forward.

    The first quarter, you’re already off pace. A major fire hits your market. Inventory dries up or rates spike. Suddenly your world is chaos.

    In that moment, “It sounded cool” will never be enough to get you on the phone, to host another open house, or to ask one more person for the appointment. You’ll find excuses. You’ll quietly lower the target in your head.

    If your reason is shallow, your performance will be shallow.

    “Don’t set goals that impress people at happy hour; set goals that still make sense after a bad quarter.”

    Build a Vision That Hurts to Lose

    So what’s the alternative?

    You need a big why that is specific, detailed, and painful to lose. Not “I want freedom.” Not “I want a vacation.” That’s way too vague.

    Instead, picture this:

    You’re at a lakehouse you purchased with your real estate income. It’s Thanksgiving. Your family is in the living room; you can hear them laughing. The house smells like turkey, stuffing, and mashed potatoes. There’s a crisp breeze outside. Through the window you see the sun starting to set over the lake. You invited extended family to stay at the cabin, and everyone is together.

    That is what your work paid for.

    Now, mentally take it away.

    Say to yourself, “This did not happen. My family didn’t get this lakehouse. We didn’t have that Thanksgiving together. We didn’t get that sunset over the water… because I didn’t want to make my calls.”

    That’s the power of a meaningful vision. It’s not just inspiring; it creates consequences for quitting.

    The LID Worksheet: What Your Life Actually Costs

    Once your vision is clear, it’s time to pressure test it with math. That’s where the LID worksheet comes in.

    LID stands for:

    • Lifestyle
    • Investing
    • Debts

    You start by listing out what it really costs to run your life and household. Not guessing—writing it down.

    Groceries. Utilities. Cell phones. Daycare. Kids’ sports. Vacations. Birthdays. Emergencies. Hobbies. Date nights. Charitable giving.

    Then you move into investing: savings for a down payment, retirement accounts, college funds, long-term investments.

    Finally, you list debts: student loans, car payments, mortgage, HELOCs, and so on.

    When you put real numbers to these categories, the total might surprise you. In my own example, once we added groceries, daycare, lake trips, kids’ jiu-jitsu and gymnastics, vacations, birthdays, insurance, savings, and debt payments, our LID number came out to about $142,000.

    Here’s the key most agents miss:

    That $142,000 is profit, not GCI.

    Profit, Not Bragging Rights

    Too many agents brag about GCI and ignore profit. You might hear, “I did $350,000 in GCI last year!” and it sounds incredible. But then you ask, “What was your profit?” and the room gets quiet.

    Between overspending on tools, leads, and subscriptions—or not investing in the business at all—agents end up suffocating either their company or their personal finances.

    Your LID number is the amount you need to take home after expenses and cost of sale. That’s why, in a healthy real estate business model:

    • Expenses are around 20-30%
    • Cost of Sale is around 30%
    • Profit is around 40-50%

    When you see it this way, you stop saying, “I just need to make $142,000.” You start saying, “I need $142,000 in profit, so my GCI and transaction goals must be higher than that.”

    From Big Scary Number to Simple Appointments

    Here’s the good news: once you have your LID number, you can run it through an economic model.

    That model takes into account:

    • Your profit target (your LID)
    • Your expense and cost-of-sale percentages
    • Your average commission per deal
    • Your conversion rates from lead → contact → appointment → client → closed deal

    From there, you can reverse engineer your scary number into something simple like:

    “You need to go on 20 appointments next year.”

    Suddenly, a $142,000 profit target turns into “Can you do two appointments per month?”

    Almost every agent can get their head around that. The weight lifts. The goal feels achievable. And because it’s based on your real life and your real why, it actually matters to you when things get hard.

    Your Next Steps

    1. Write your vivid 2026 vision.
      • Sights, sounds, smells, tastes, weather, who’s there, what you’re doing.
    2. Complete your LID worksheet.
      • Get brutally honest about your lifestyle, investing, and debts.
    3. Protect that vision with math.
      • Use your LID as your profit target and plug it into your economic model.

    When your why is vivid and your numbers are real, your 2026 goal stops being a wish—and becomes a plan.

    GabrielCruzPerez

  • The Flat Part of the Graph: Why Your Breakthrough Needs This Season

    2–3 minutes

    The idea of the overnight success is a myth that refuses to die. We see someone suddenly explode onto the scene and assume everything happened in a moment. Yet behind every fast rise is a long stretch of effort that most people never notice. It is the flat part of the graph that makes the spike possible.

    Think of the classic hockey stick chart. The line stays perfectly flat for a long time. Nothing about it feels inspiring. Nothing about it looks like progress. Then suddenly, the curve tilts upward and shoots toward the sky. It appears dramatic and instant. But the truth is that the dramatic moment depends entirely on the slow one.

    The flat part of the graph is where most of life’s meaningful progress happens. It is where you take steps that feel small and repetitive. It is where you show up without much to show for it. It is where your effort rarely gets noticed or celebrated. And it is where people often feel the strongest urge to quit.

    Yet this stage is essential. The early groundwork is not wasted time. It is the hidden compounding that eventually creates momentum. The small things you do, even when they seem pointless, become the building blocks of your future breakthrough. This is the heart of the Matthew Effect, where small advantages accumulate until they become large ones.

    The only way to reach exponential growth is by staying in the flat part long enough.

    If 2025 felt slow or discouraging, it does not mean you are off track. It may mean you are in the most important season of your growth. The danger is not in going slowly. The danger is in stopping too soon. People often quit in the flat part, unaware of how close they are to the curve shifting upward.

    You cannot predict when your spike will happen. But you can be certain that it will never arrive if you abandon the work that builds it. Staying consistent during the quiet season is what unlocks the exponential season.

    If you are in the flat part right now, stay the course. You are building the conditions for your future breakthrough, even if you cannot see them yet. Keep moving. Keep compounding. Your curve is coming.

    GabrielCruzPerez

  • Build Your Big Why, Mission, and Vision (Before You Touch Your Goals)

    2–3 minutes

    Most goal setting begins in the wrong place. We rush to numbers—$100,000, one home a month, “learn more”—and then wonder why the energy fades by February. The problem isn’t motivation. It’s sequence. Goals are step four. The first three steps are Big Why, Mission, and Vision.

    Start with your Big Why (the soil).
    Your Why is the emotional foundation. It’s the reason a setback stings and a win matters. “Family” is a beginning, not a destination. What about family? College tuition for your twins? Retiring your parents? Buying the lake cabin where you host every holiday? The more concrete the picture, the more your brain treats it like a commitment instead of a wish.

    Try this: close your eyes and jump five years forward. Where are you? Who’s with you? What changed about your mornings and evenings? Write what you see, hear, and feel. Then refine it into three sentences: (1) What you experience, (2) who benefits, and (3) the defining moment that proves it matters. If your Why doesn’t move you, it’s not specific enough.

    Define your Mission (the building).
    Mission is why you exist—not a task list. It should be big enough to outlive a single quarterly target. Use this formula:
    “The mission for my life is to [do something I’m passionate about] by [method] using my [unique gift/skill].”
    Maybe it sounds like: “To empower families to find belonging by guiding them home using my calm coaching and systems.” Or: “To help entrepreneurs do more than they thought possible by installing clarity and simple processes.” Notice how a Mission isn’t married to a job title; it travels with you as seasons change.

    Picture your Vision (the impact).
    Vision is your mission in motion—the effect on the world when you’re doing the work. If an orphanage’s Mission is providing safe shelter, the Vision is graduates who become thriving adults, perhaps opening orphanages of their own. Your Vision answers, “Whose life is different because I show up, and how will we know?”

    Now earn your numbers.
    Only after Why→Mission→Vision do we set goals. A teacher whose Vision is 100 confident readers can choose a tutoring goal like “25 students per quarter,” a cadence that ladders directly into the impact. When motivation dips, reconnect to the Why and Vision; numbers make sense again.

    Put it together this week:

    1. Write your Why in vivid detail.
    2. Draft your Mission with the formula.
    3. Describe your Vision in outcomes anyone could observe.
    4. Translate Vision into one measurable goal you can celebrate—then design your plan.

    You don’t need more discipline; you need more clarity. Clarity fuels commitment. When your goals stand on the soil of a compelling Why, housed in a sturdy Mission, and aimed at a living Vision, inaction becomes impossible.

    You don’t need more discipline—you need more clarity. Clarity fuels commitment.

    GabrielCruzPerez

  • The AI Playbook: How Business Owners Can Work Smarter, Not Harder

    3–5 minutes

    Artificial Intelligence (AI) isn’t here to replace you. It’s here to make you unstoppable.

    For years, business owners have faced the same fear every time a new technology emerges: “Is this going to replace me?” First it was online marketplaces. Then automated systems. Now it’s AI.

    The truth? AI won’t replace you. But business owners who learn to use AI will absolutely outperform those who don’t.

    Here’s your playbook for separating myth from reality — and putting AI to work for your business today.

    1. Shift Your Mindset: AI Raises the Baseline

    Think back to school research papers. The old baseline was writing from scratch. Today, students can ask AI to generate a summary of the Roman Empire. But the assignment hasn’t disappeared — it’s just evolved. Now students are asked to interpret lessons from history or apply them to modern society.

    That’s what AI is doing for us as professionals. It’s raising the baseline. The best time to start was yesterday. The second-best time is today.

    2. Bust the 7 Myths That Hold Businesses Back

    Many fears about AI are based on outdated or exaggerated ideas. Let’s set the record straight:

    • Myth 1: AI has human-like understanding.
      It doesn’t. It’s an engine predicting patterns.
    • Myth 2: AI is always accurate.
      Garbage in = garbage out. Inputs matter.
    • Myth 3: You need technical expertise.
      Not true. The tools are designed to be user-friendly.
    • Myth 4: AI only creates robotic content.
      It feels robotic at first, but personalization changes everything.
    • Myth 5: AI is just a search engine.
      That’s how most use it, but the real power is in advice and daily assistance.
    • Myth 6: AI replaces relationships.
      No — it enhances them by freeing your time for human connection.
    • Myth 7: You have plenty of time to adopt it.
      Wrong. AI is advancing faster than any previous wave of technology.

    AI won’t replace you — but business owners who use AI will outperform those who don’t.

    3. Understand What’s Happening “Under the Hood”

    Think of AI like your phone’s autocomplete on steroids. Your device predicts “Facebook” when you type “F.” AI does the same, but with billions of word combinations drawn from hundreds of millions of books.

    It doesn’t “think” — it predicts the most likely useful output. When you understand that, you can see why inputs and context matter so much.

    4. Personalize Your AI Assistant

    AI becomes powerful when you treat it like your executive assistant. Most people skip this step. Instead of bouncing between tools, pick one and train it.

    You can set tone (friendly or formal), communication style (succinct or detailed), and even upload files like past emails, business goals, or a DISC personality assessment. The more you share, the more AI can mirror your workflow and voice.

    5. Use Prompt Frameworks to Get Better Results

    The RICE method makes prompting simple:

    • Role → “Act as a marketing strategist.”
    • Instructions → “Write a LinkedIn post under 200 words.”
    • Context → “Audience: small business owners exploring AI.”
    • Examples → “Use this past post as a style guide.”

    Add hacks like “show sources,” “give me 3 options,” or “point out blind spots” to sharpen outputs.

    AI handles the busywork so you can be more human, more often, with more people.

    6. Put AI to Work in Real Business Scenarios

    AI isn’t theory. Here are practical applications you can use today:

    • Marketing: Create newsletters, blogs, or social posts in minutes.
    • Operations: Summarize long reports and generate action plans.
    • Client Service: Use AI note-takers in meetings so you can focus fully.
    • Real Estate Example: Upload photos, and AI will generate a property description, postcard copy, and Instagram captions in seconds.
    • Consulting Example: Upload a 40-page report, and AI can highlight the three most pressing issues with estimated costs.

    In every case, AI compresses hours of work into minutes.

    7. Stay Safe and Compliant

    A few ground rules protect you and your clients:

    • Assume everything you type into AI could become public.
    • Never upload private info like Social Security numbers.
    • Crop sensitive data from financial docs before sharing.
    • Always verify outputs — AI can “hallucinate” when uncertain.

    8. Your Action Plan: Start Today

    Don’t get overwhelmed by endless tools. Pick one AI platform, personalize it, and commit to using it daily. Upload your business goals, set your communication style, and begin with small recurring tasks.

    A great test: ask your AI, “If I won a million dollars, how would I spend it?” If the answer feels accurate, you know it’s getting to know you.

    AI isn’t about doing your job for you. It’s about clearing the busywork so you can focus on high-value human work.

    The best time to start was yesterday. The second-best time is today.

    GabrielCruzPerez

  • AI-Powered Lead Generation: How Real Estate Agents Can Stay Consistent and Grow Their Business

    3–5 minutes

    In real estate, one truth never changes: no leads, no business. You can master contracts, negotiate like a pro, or manage relationships with ease—but without a steady flow of new leads, your growth will plateau.

    That’s why the most successful real estate agents treat lead generation as their number one job. And today, thanks to artificial intelligence (AI), generating leads has never been more consistent, scalable, or effective.

    In this article, we’ll explore how you can harness AI to simplify your lead gen strategy, keep in touch with your database, and ultimately book more appointments.

    Why Consistency Beats Creativity

    Many agents fall into the trap of relying on natural talent. They’re great with people or skilled with contracts, but when it’s time to scale from 5 deals a year to 20, they stall.

    The difference between top producers and average agents isn’t creativity—it’s consistency. AI tools can provide that consistency, making sure you never miss a follow-up, a touchpoint, or a client opportunity.

    Remember: Database + Consistency = Growth.

    Building and Protecting Your Database

    Your database is your data bank. The first step in mastering lead generation is to grow your database to at least 200 people. According to research from The Millionaire Real Estate Agent, a healthy database should generate a 10% return in opportunities. That means 200 people = 20 opportunities.

    But not all contacts are created equal. Rank your database:

    • A+ and A: your warmest connections, the ones who refer often
    • B and C: occasional engagers, still valuable but less active
    • D: people to purge if they aren’t a fit

    Once you’ve ranked and cleaned your list, you can focus on meaningful connections instead of wasted effort.

    The 36 Touch Plan (Simplified with AI)

    Staying in front of your database doesn’t mean overwhelming them. A proven model is the 36 Touch Plan: 36 touches per client per year.

    Here’s the breakdown:

    • Quarterly calls (4) – Simple check-ins, relationship-focused
    • Handwritten notes (4) – Birthdays, home anniversaries, or holidays
    • Events or giveaways (4) – Each event provides 4 touches (invite, confirm, attend, thank-you)
    • Monthly newsletter (12) – Market updates, neighborhood insights, FAQs

    On paper, this sounds like thousands of touches. But AI can automate much of it:

    • Generate newsletters in minutes
    • Draft social media posts based on FAQs you’ve already answered
    • Provide event planning checklists and marketing copy
    • Even send reminders so you stay on track

    What once took hours now takes minutes.

    Prospecting vs. Marketing

    Every agent has two options for lead generation: prospecting (active) and marketing (passive).

    • Prospecting is completely in your control: cold calls, open houses, networking events.
    • Marketing builds long-term awareness: social media, newsletters, content marketing.

    The magic happens when you balance both. Prospecting drives speed; marketing builds trust over time. AI makes each easier by providing scripts, templates, and tracking results.

    The Rule of Four (Or Three)

    Research shows 41% of an agent’s business comes from their #1 lead source, 20% from #2, and 12% from #3. After that, the returns drop sharply.

    Instead of chasing every lead source, focus on three pillars that align with your strengths. For many agents, #1 will always be their database. From there, you can use AI tools like Gary.ai—a custom chatbot that matches lead gen styles to your personality—to determine which other two to pursue and which to avoid.

    “AI makes fundamentals scalable—faster, easier, and more effective than ever.”

    Practicing Scripts with AI

    One of the most overlooked uses of AI is role-playing. Imagine having a practice partner available 24/7 who can pull directly from a proven script book like Exactly What to Say.

    For example, when a client says they’re waiting for interest rates to drop, AI can challenge that objection with phrases like:

    • “What happens if rates go up another point instead of down?”
    • “When would be a good time to lock in stability instead of letting the market decide your future?”

    Practicing with AI sharpens your skills without needing a partner—and when you do step into real conversations, you’re prepared.

    The Appointment Math

    At the end of the day, lead generation is about appointments. Closings, contracts, and commissions all start with an appointment.

    Here’s where AI shines: reverse-engineering your goals. By plugging in your revenue target and your conversion rates, AI can calculate exactly how many appointments you need this year.

    For many agents, that clarity removes the overwhelm. A $300,000 goal doesn’t require magic—it might just mean eight more appointments.

    Key Takeaways

    • Lead generation is your #1 job. Guard your lead gen time like it’s sacred.
    • Database + consistency = growth. Build your Top 200 and follow your touch plan.
    • AI makes fundamentals scalable. From newsletters to scripts to event planning, it saves time and increases impact.

    If you commit to consistency and let AI boost your strategy, you’ll generate more leads, more appointments, and more closings—without burning out.

    GabrielCruzPerez

  • How Real Estate Agents Can Turn 200 Contacts Into 10 Deals a Year

    2–3 minutes

    The most overlooked asset in a real estate agent’s business isn’t a fancy CRM or the latest marketing trend—it’s their database.

    If you’ve been working in real estate for any length of time, chances are you already know a few hundred people. But the big question is: are you doing anything intentional with that list?

    Let’s talk about how you can turn your existing database into 10–20 deals per year using a simple, proven system called the 36 Touch Plan.

    Your Database: The Hidden Goldmine

    Most agents fall into one of three categories:

    1. They don’t have a database at all.
    2. They have one, but it’s scattered across different platforms.
    3. They have one, but it’s disorganized and missing contact info.

    If you’re in any of these camps—good news. Fixing it is your fastest path to more business.

    The first step? Consolidate your contacts into one place. Excel sheet, CRM, Google Contacts—it doesn’t matter. What matters is that it’s clean, centralized, and accessible.

    The ROI of Staying in Touch

    Here’s the math:
    A database of 200 people × 5–10% return = 10–20 opportunities per year.

    “You don’t need thousands of leads—you need to work the list you already have.”

    And no, that doesn’t mean 10–20 guaranteed closings. It could include leases, referrals, or warm leads. But over time, this compounds into consistent business you don’t have to chase.

    The 36 Touch Plan, Explained

    Originally popularized in The Millionaire Real Estate Agent by Jay Papasan, the 36 Touch Plan is a structured way to stay in front of your contacts year-round.

    Here’s how it breaks down:

    1. Quarterly Calls (4 touches)

    Use the FORD method:

    • Family
    • Occupation
    • Recreation
    • Dreams

    You don’t need to pitch—just check in, stay human, and be present.

    2. Handwritten Notes (4 touches)

    These are rare and powerful. Ideas include:

    • Birthday cards
    • Home anniversary notes
    • Holiday cards
    • “Thinking of you” notes

    Even sending one per quarter makes a big impression.

    3. Monthly Newsletters (12 touches)

    You’re not sending a novel. Two paragraphs will do.

    Include:

    • A market update (what YOU are seeing locally)
    • Any recent closings or client stories
    • Wins, tips, or lessons from the field

    Pro Tip: Use AI tools like ChatGPT to polish your draft. Add royalty-free images from Pexels and hit send.

    Photo by Vidal Balielo Jr. on Pexels.com

    4. Quarterly Events or Giveaways (16 touches)

    Yes—16 touches from just 4 events. Here’s how:

    • Save the Date
    • Reminder Call/Text
    • At the Event
    • Post-event Follow-Up

    “It doesn’t matter if they show up—the magic is in the touches.”

    Low-cost ideas:

    • Ice cream meet-up
    • Local park coffee gathering
    • Giveaway of a Yeti cooler or gift card

    Bonus: The DTD2 System

    Created by a KW agent, this weekly calling system makes the whole plan manageable.

    Each week, you contact people based on the first letter of their last name:

    • Week 1: A & W
    • Week 2: B & X
      …and so on.

    This keeps your outreach steady and removes the guesswork.

    You Don’t Need More Leads—You Need a System

    Let’s recap:

    • Organize your database
    • Work the 36 Touch Plan
    • Stick with it for 12 months

    You’ll see your pipeline fill—not from cold leads or paid ads—but from the people already in your world.

    If you’re ready to start seeing consistent closings from the contacts you already have, the system is waiting. All it takes is structure, consistency, and a bit of follow-through.

    GabrielCruzPerez

  • The Hidden Power of Coaching: How to Reach Your Full Potential

    2–3 minutes

    The Hidden Power of Coaching: How to Reach Your Full Potential

    Have you ever felt like you’re capable of more—but you can’t quite figure out how to get there? That lingering feeling that your best self is just out of reach, no matter how many books you read or motivational videos you watch? You’re not alone.

    Most people are operating beneath their potential. And ironically, one of the biggest reasons is this: they’re too close to their own problems to see what’s holding them back. That’s where coaching becomes not just helpful, but essential.

    What Coaching Really Is (and Isn’t)

    Let’s start by clearing up a common misconception: coaching is not the same as mentoring or training.

    • A trainer teaches you specific movements and actions.
    • A mentor shares their experiences to guide you.
    • A coach? A coach brings out the best in you.

    That might involve some training or mentoring, sure—but at its core, coaching is about helping you become who you’re meant to be. It’s about extracting your untapped potential, not just offering advice or instruction.

    “The primary purpose of a coach is to extract the absolute maximum potential out of you.”

    Ask Yourself These 2 Questions

    If you’re wondering whether coaching is right for you, start here:

    1. Have I reached my full potential?
    2. Do I know what to do to get there?

    Most people—especially high achievers—answer “no” to both. You might feel like you’re doing okay, even great in some areas. But deep down, you know there’s more in you.

    That’s a signal. A coach doesn’t just help you go from bad to good—they help you go from good to great, and from great to world-class.

    Photo by Markus Winkler on Pexels.com

    The Problem With Doing It Alone

    Here’s a powerful analogy:

    “You can’t read the label from inside the box.”

    When you’re stuck in your own thoughts, habits, and routines, it’s nearly impossible to see what’s really going on. That’s not a personal failing—it’s human nature. We all have blind spots. The tragedy is that those blind spots often hold the very keys to our breakthrough.

    A coach gives you a 30,000-foot view of your life, your business, your mindset. They help you identify what you’re missing and challenge the assumptions that are quietly limiting your progress.

    Blind Spots Hold the Key

    The irony is, the very thing you’re not seeing is usually the thing that would change everything.

    It could be a fear you’re ignoring. A mindset you haven’t challenged. A pattern you don’t even notice.

    “Behind every blind spot is the action you never knew you always needed.”

    That’s the gift of a great coach: to shine light on what’s hidden, and help you take the precise action that finally moves the needle.

    So… Is Coaching Right for You?

    It’s a question only you can answer. But if you’ve read this far, if something inside you is saying “There’s more for me,” then the answer might already be clear.

    Coaching isn’t about fixing what’s broken—it’s about unleashing what’s buried. It’s about trading confusion for clarity, hesitation for boldness, and untapped potential for real progress.

    GabrielCruzPerez

    If you’re ready to take that next step, it might be time to get a coach.

  • How I Lost $10,000 in a Day —And Built a Better Business Because of It

    3–4 minutes
    Photo by Photo By: Kaboompics.com on Pexels.com

    When I was 27, I made a $10,000 mistake. At the time, my gym business was growing, and things looked promising. But one oversight—a client who signed a contract worth $10k and didn’t receive what they were promised—ended up costing me far more than money. It cost trust, reputation, and a painful realization: I couldn’t do it all alone.

    I refunded the client the costs, canceled the contract, and apologized, and tried to make things right. They still left—and the fallout included a bad review. That moment was a turning point. It forced me to confront what wasn’t working in my business. I needed systems.

    Discovering the Power of Systems

    I stumbled on the book The E-Myth right around when I hired a business coach, and learned about systems and duplication. It opened my eyes to something I hadn’t prioritized: designing my business to run without me. This wasn’t about working harder—it was about working smarter.

    From real estate to fitness, customer service to coaching, scalable success boils down to building repeatable processes. One of the best models? McDonald’s. Love them or not, their system runs with 19-year-olds in Paris teenagers in Peoria, and by high school kids down the street. That’s not magic. That’s process.

    The 3-Step Blueprint for Scalable Success

    1. System Optimization
      Most entrepreneurs are in reactive mode, constantly putting out fires. The first shift is stepping back to map your entire client journey—from first contact to post-sale experience. What does your client need at each step? Where are the bottlenecks?
    2. Scalable Documentation
      Write it down. Document the steps. Create your SOPs. If someone else had to step into your business tomorrow, could they succeed using your playbook?
    3. Team Empowerment
      Systems aren’t about replacing people. They’re about empowering them. Once your systems are clear, you can train your team to deliver consistent, excellent service—no micromanagement needed.

    “If someone else had to step into your business tomorrow, could they succeed using your playbook?”

    Core Elements of a Perfect System

    • Clarity – Every step should be documented. From how to open the facility to what music plays when a client walks in.
    • Measurement – Track the metrics that matter. Leads, conversions, upsells—what gets measured gets improved.
    • Consistency – Be your own secret shopper. Is every customer experience the same, every time?
    • Feedback Loop – Monitor what’s working and tweak what’s not. Small adjustments make a huge difference over time.

    Protecting the Integrity of Your Systems

    Documenting your process is only the start. Protecting it is the hard part. When someone skips step seven, do you let it slide? If you do, soon step eight gets skipped too—and the system breaks.

    You must balance flexibility with structure. People will bring their own flavor to how they execute—but they must uphold the standard.

    Apply This to Any Industry

    Real estate has natural milestones: escrow, appraisal, repairs, contingencies. That’s your assembly line. Fine-tune each step to ensure the same client experience every time. In fitness, client onboarding, assessment, progress check-ins—they all need clarity and consistency.

    The test? If you had to step away for three months, could your business keep running? If not, it’s time to systematize.

    Final Thought

    You’re not failing because you lack skill or talent. You’re overwhelmed because you lack systems. Talent gets you started. Systems get you scaled.

    “Talent gets you started. Systems get you scaled.”

    If you feel stuck or hit a blind spot, remember: it’s hard to read the label from inside the bottle. That’s why we’re here. Whether you’re in real estate, fitness, or coaching—if you want help building your blueprint for scalable success, let’s talk.

    GabrielCruzPerez's avatar

    GabrielCruzPerez

The Optimized Entrepreneur

Optimizing Entrepreneurs so they can do more

Skip to content ↓