The 13% Podcast
The 13% Podcast explores why most real estate agents fail and what separates the successful top 13% from the rest. Hosted by Lance Billingsley, the show emphasizes that character, boldness, patience, integrity, and disciplined effort are essential for building a thriving real estate career. Through conversations with guests and community insights, it offers practical advice on adopting the mindset and habits of high-performing agents. The podcast aims to help listeners become both more successful professionally and more fulfilled personally.
Episodes
She Left a Steady Paycheck. Now She Runs a Team of 8.
The 13% Podcast is going weekly, and we're kicking it off with the everyday agent. Jaylene Clawson left a steady ISA job to become an agent, closed 10 deals by July of her first year, recruited her husband into the business, and now runs a team of 8 in Arizona's West Valley. Then this year hit her harder than any market. Lance and Jaylene get real about what it takes to get back on the horse, and
Why NAR's President Says Pocket Listings Are a Step Backward w/ Kevin Brown
Kevin Brown stepped in as President in a very tumultuous time, but now he's focusing on getting agents back to doing transactions. Kevin joins us to share the key developments in the industry, from pocket listings to NAR's efforts to double the capital gains tax exclusion. It's a bold move NAR believes would free up inventory that's locked up by interest rates. What You'll Discover In This Epi
Stop Telling People You Sell Houses w/ Marc Davison
Most real estate agents describe their value in the least valuable way possible. They say they sell homes, post their production numbers, celebrate volume, closings, awards, rankings, and "just sold" moments as if those things automatically prove their worth to the consumer. But to the public, that message often lands very differently than agents intend. Instead of showing people the expertise beh
Only Top Agents Have This Challenge
In conversations with 100s of agents since the May 1st release of The 13% book, here's what jumped out. Top agents strongly resonated with one element of the 'FIRE' analogy. It spoke deeply to their current challenge, and revealed a lot about their mindset and daily discipline. But new and average agents resonated with a different element because they have a completely different challenge.
Create Content that Builds Trust: Real Estate Marketing in 2026
What if your content is making buyers and sellers less likely to reach out to you? We're living in a world where younger consumers assume every review is faked. What if agents are creating content that worked 10 years ago, but comes across as inauthentic and condescending today? In this segment, we revisit a conversation with Tessabella Jelten, marketing strategist, real estate coach, digital m
Private Listings Could Break the Open Real Estate Market w/ James Dwiggins
What happens if the real estate market stops being one open marketplace and becomes a collection of private networks controlled by a handful of powerful companies? That is no longer a hypothetical concern. Private listings have rapidly become one of the industry's biggest battles. Major companies are pushing to keep more homes within their own systems, MLS organizations are taking opposing positio
More Leads Won't Fix a No-Leverage Business w/ Jason Aleem
Real estate agents are taught to build their business like independent entrepreneurs. But independence can become a ceiling when the agent is trying to generate leads, nurture relationships, manage transactions, follow up, keep up with technology, and deliver a great client experience all at once. In today's market, the agents who grow are not always the ones with more hustle or more leads. They a
Every Real Estate Transaction Is a Leadership Test…Are You Passing It?
Most agents think leadership starts when they build a team, open a brokerage, or finally have people reporting to them. But leadership starts much earlier than that. It starts when a buyer is scared, the inspection gets messy, the lender needs one more thing, the client does not understand what is happening, and the agent has to decide whether they are going to panic with them or lead them throug
What's the Best Brokerage for You? It Depends w/ Stacey Onnen
In 2026, real estate agents have more brokerage options than ever. Nice problem to have, but that doesn't make the decision less confusing. There are different split structures, flat fees, 100% commission models, rev share, teams, virtual brokerages, boutique brands, mergers, and acquisitions. So it's getting harder to answer the question: what brokerage should I grow my business in? Do you ch
How to Turn Market Updates Into Appointments
Real estate agents are always chasing a new marketing idea, trend or platform - and in the era of AI - another content prompt. But you don't need that in this market, what you need is a system. The agents who grow consistently aren't just posting more. They're building a repeatable way to attract new people, keep those people engaged, and turn attention into actual conversations. That's the part
Unbelievably Simple Strategies That Power the 13%
In real estate, agents are constantly searching for the next lead source, marketing tactic, or prospecting strategy. But sometimes the biggest opportunities aren't new at all. They're tools and strategies agents already have access to, but don't fully understand how to use. From pricing strategies that build credibility, to industry changes many agents resist, to referral systems that eliminate th
140 Agents, 60% Growth, No Burnout: Here's How He Did It w/ Ruben Luna
Building a real estate team can be a growth engine or your own personal prison. It can lift the lid on your business and create leverage and momentum. Or it can trap you in a structure where you're working more, earning less, and carrying everyone else on your back. We've seen this play out over and over again. An agent starts doing well, gains some traction, and people naturally gravitate toward
The Real Reason Some Agents Are Up 70% in 2026
In early 2026, the real estate market has split into two. Some agents are up 20-70%, while other agents feel like nothing has changed from last year's slower market. The agents who are winning right now aren't reacting to conditions. They're compounding conversations, and treating every rate drop, headline, and industry shift as valuable opportunities. Shifts like private equity circling real est
Hidden Habits That Kill Real Estate Careers
When we hear that 87% of agents don't make it, it's easy to blame a bad market, a lack of leads, or the agents not being skilled or hardworking enough. The truth is: even talented, motivated, and well-connected agents can find themselves exiting the industry. Here's the truth: you can have the best intentions, but still fail. Some of the things you do on a daily basis could be secretly sabotaging
How to Become the Agent Clients Choose
In real estate, we're taught that people need to know, like, and trust us, so we invest in our image and brand. While there's nothing wrong with this, that focus can drift a little too far away from what the consumer really needs. Because here's the thing: this job isn't about us. When we're so focused on ourselves, we miss gaps in the experience, opportunities to create certainty, and solutions
How to Succeed If the Market Doesn't Get Better
For the last few years, this industry has been hoping for things to "go back to normal." We've been waiting for rates to drop, inventory to come back, and transactions to pick up. Agents want this business to feel the way it used to. And now that it's a new year, a lot of that hope has reset again. People believe that this will be the year things finally turn around. But what if what's happening
The New Real Estate Opportunity Most People Aren't Talking About w/ Jack Miller
Most of us spent 2025 focused on what got harder in real estate. But while everyone was focused on survival, a massive new opportunity was coming into focus. Technology has evolved and stacked to remove the limits that agents, teams, and brokerages have faced for decades. AI and new platforms now allow us to do things that used to be really hard, flat-out impossible, or took years to pull off. In
Why Great Marketers Are Beating Great Agents Right Now w/ Jimmy Mackin
Do you believe that winning in real estate is about working the hardest or being in the business the longest? Well, today's market is proving otherwise. An okay agent who's great at marketing will beat a great agent who's bad at marketing. Their message travels farther, faster, and lands with more people, and that creates leads, appointments, and closings. Effort isn't the differentiator anymore;
The Social Media Metrics That Actually Matter in Real Estate w/ Tessabella Jelten
Social media is one of the most powerful tools in our business… and also one of the most confusing. We're constantly told to post more, stay consistent, and put ourselves out there, But most of us are still trying to figure out what actually works, and what actually turns content into conversations, and conversations into clients. The truth is, so many of us are doing social media the hard way. W
How to Turn Your Conversations into Higher Conversions w/ Justin Benson
Conversations are the heartbeat of our business… and also the biggest blind spot we have. We live and die by the quality of what our people say on the phone, in a consult, or across a kitchen table, yet it's the one part of the job we almost never see. We can track dials, leads, pipeline, and appointments all day long, but the real work, the tone, the timing, the questions, the confidence happens
Why Real Estate Agents Become Extinct (and How to Stay Relevant) w/ Wendy Shaw
In this current market, every real estate agent's deepest fear isn't losing their next commission; it's extinction, being replaced, or getting forced out of the industry. Whether it's because of lawsuits, AI, or market shifts, can our businesses survive when the playbook that worked for years suddenly feels outdated? What no one tells you is that this isn't just a new-agent problem. Even seasoned
Reducing Risk, Raising Professionalism: How NAR Is Strengthening Real Estate w/ Kevin Sears
Every real estate agent today is living through a moment that will shape the next few decades of the industry. Commissions have been challenged in courtrooms. Lawsuits have changed how buyers and sellers think about representation. Across the board, both agents and associations are being pushed to evolve fast. But this isn't the first time real estate has faced disruption, and it definitely won't
The Legal Landmines Agents Step on Every Day (And How to Avoid Them) w/ Mandy Neat
In real estate, there are everyday habits that feel routine, even harmless, but behind the scenes, many of them cross legal lines most agents don't even know exist. It's handshake agreements instead of written ones. It's a "my client said so" text instead of a signed instruction. It's forgetting that being someone's friend isn't the same as being their fiduciary. Most agents don't realize that our
Stop Chasing More: The Truth About Scaling a Real Estate Business w/ Alan Kushmakov
In real estate, everyone talks about scale like it's just a matter of adding agents or buying more leads. But the truth is, most leaders never really scale. They just build a bigger version of their own job. They're still carrying all the weight, doing all the production, and wondering why their team is failing to thrive. The deeper problem is that most leaders confuse activity with growth. They
The Emotional Side of Real Estate and Why Only 13% Survive w/ Dana Malstaff
In real estate, everyone talks about the wins: the closings, the volume, the big paydays. But just as much a part of this business are the challenges. The clients who reject you, the seasons where business is slow, or the moments when life gets in the way, whether it's parenting, loss, or personal struggle. And that's the real difference between the 87% who quit and the 13% who last. The 13% trea
Why "Just Sold" Posts Are Killing Your Real Estate Brand w/ Marc Davison
In real estate, "branding" is a word people use all the time, without knowing how to use it. A strong brand isn't just decoration; it's the reason a consumer chooses you over someone else. And yet in real estate, most agents are getting it wrong. Instead of building brands that create trust and meaning, agents confuse branding with vibing, content that looks flashy but has no real value. Vibing is
The Hard Conversations Real Estate Leaders Are Having Right Now w/ Holly Mabery
If you're a real estate leader, you already know: this isn't just a tougher season, it's a total reset. The playbook that worked in 2021, or even in 2024, doesn't apply anymore. Transactions are down, costs are up, and you've had to make brutal calls. Cutting team members, letting go of support staff, going back to solo production just to keep the lights on. These are some of the challenges many
What Real Estate Agents Should Delegate to AI Right Now w/ Luis Poggi
When it comes to AI, too many agents are stuck on the sidelines, watching AI from a distance. They're waiting for a clear winner to emerge before they jump in. Will it be ChatGPT? Claude? Gemini? They're waiting for the platform wars to shake out before they commit. If you're in that camp, that hesitation could be costing you hundreds of thousands of dollars. The agents who are winning right no
AI Agents Are Coming, Here's What That Means for Real Estate w/ Steve Brown
AI is moving fast, faster than most real estate pros can keep up with. Some think it's here to take their jobs. Others hope a few clever prompts will help them scale. But both camps are missing the bigger picture. Too many agents are asking, "How can I use AI to replace people?" to cut costs, reduce headcount, or automate away every task. But that's the wrong question. Real estate is still a hum
The Most Overlooked (But Valuable) Marketing Strategy in Real Estate w/ Luke Acree
Depending on the action you take, your database can be a collection of names or the foundation of a million-dollar business. Most agents know they should build their database and stay in touch with their sphere. It's the one rule we've all been taught to follow from day one, but they just don't. The result is missed deals, missed referrals, and a lot of wasted potential. But the fix is simpler
How Top Agents Are Taking Their Unfair Share of a Shrinking Market w/ Jason Waugh
New or experienced, top producer or middle-of-the-road agent, it's been a complex and challenging time to be in real estate. But in any market, some agents seem to have an unfair advantage. How do they keep growing when everyone else is stagnant or even contracting? The secret isn't rocket science. These agents just outwork everyone else - they over-index on the activities that lead to results. B
What It Takes to Be a 13% Agent: Our Top 3 Episodes of the Year
What does it take to become a 13% real estate agent? One who can outlast market shifts, interest rate hikes, inventory dips, and legal changes, without burning out or giving up. Over the past year, we've posed this question to top agents, brokers, coaches, and industry leaders. Their answers have revealed a clear truth: Success in real estate isn't about surviving one transaction at a time. It's
What the Numbers Really Say About Phoenix Real Estate Right Now w/Tina Tamboer
Phoenix is officially in a buyer's market, and for the first time in over a decade, agents are feeling uneasy. Gone are the days of multiple offers and sellers in control. Today, buyers have more power, more options, and more room to negotiate. For agents who built their business in a seller's market, this new reality can feel like uncharted territory. Showings are down. Homes are sitting. Client
Don't Count the MLS Out Just Yet, It's Still the Agent's Greatest Asset w/ Matt Consalvo
With all the recent shakeups in real estate, some are saying the MLS is on its way out. Heated debates around Clear Cooperation and growing interest in listing segmentation, have left agents wondering if the future of the MLS is up in the air. Is it just a relic of the past? Is it still useful to agents or consumers? The MLS isn't going anywhere. In fact, it's about to become more powerful than
Real Estate Agents Are Devaluing Their Representation.. Here's How to Fix It w/ Susan Nicolson
At a time when the value we provide is in question, the last thing an agent can do is devalue the representation we offer. Unfortunately, many agents unknowingly undermine their own value by falling into habits that erode the trust and professionalism clients expect. Whether it's getting complacent in a hot market, neglecting client communication, or cutting corners to close deals quickly, these
AI Cheat Codes Every Real Estate Agent Should Be Using Right Now w/ Sam Powell
Many real estate agents have finally started dipping their toes into AI. But if you're only using it to write listing descriptions and emails to clients, you're just scratching the surface. That's so 2023! From role-playing scripts and dialogues to crafting the perfect presentations, there are countless ways we could be leveraging ChatGPT to enhance our skills. We can even use AI for personal de
Highlights from the Arizona REALTORS Leadership Event
Between legal battles, market slowdowns, tech disruptions, industry shakeups, and shifts in public perception, real estate agents are facing one of the most uncertain times in real estate history. Many are asking the same questions: What's really changing? Will I still be relevant in 5 years? How can I protect my business and elevate the profession? And where does the association fit into all of
Want to Grow? Stop Taking Real Estate So Seriously w/ Rich La Rue
In real estate, everyone's chasing high volume—more deals, more leads, more dollars. But the harder we push for it, the more it seems to slip through our fingers. Funny enough, the top 13%? They're not obsessed with the numbers—and that actually works in their favor. Here's the truth: When we get too wrapped up in transaction counts and dollar signs, we lose sight of what really matters. That kind
How to Increase the 13% Who Stay in Real Estate to 20% w/ Ethan Beute
The troubling statistic that 75% of new agents are out of the business in 12 months doesn't end there. By year 5, half of that remaining 75% is also gone. Why do so many agents (even talented, hardworking ones) fail to have staying power in this industry? The goal of this industry shouldn't just be to hold onto the people who survive. We should also aim to increase their number so that perhaps th
Frictionless Real Estate: How to Future-Proof Your Business and Get Paid More w/ Nobu Hata
Ever since the NAR settlement, real estate agents have been worried about the consumer paying them less. What they don't realize is: most consumers think great agents don't get paid enough. Buyers and sellers are hungry for exceptional customer service, and they'll happily throw more dollars to an agent who provides it. If you want to win the consumer over and grow your business, you have to tak
From Real Estate Agent to Last Mile Advisor: The Shift You Need to Make Before It's Too Late
Real estate agents who are in the 13% aren't just fighting for today's listings. They are already working on winning listings months or even years from now. Today's real estate market is changing rapidly, and the most successful agents know how to pivot and adapt accordingly. Thanks to AI and shifts in consumer behavior, the way people buy and sell homes is going to look very different very soon.
The Only Way to Become a Top 1% Listing Agent w/ Russell Shaw
When a real estate agent is struggling to stay in the game, many factors get the blame. The truth is most agent failures boil down to one thing: a lack of listings. You can't become a great listing agent if you haven't built the skills for it…there are no shortcuts. In order to build a thriving business, we have to make sure we get to the listing table as often as possible. It's simple: If we wa
The Shocking Reason Your Sphere Isn't Sending You Business w/ Amy Stockberger
Year after year, real estate agents are told that their sphere is the biggest source of business. We hear it time and time again, but we don't do enough to reap the rewards. We do our jobs well. We kill it before and during the transaction, and we remind the people who know, like and trust us to work with us and refer us, but nothing happens. What gives? The problem is: we're trying to get ref
Reject the Real Estate Reset: Why Top Agents Don't Start Over in January w/ Leigh Brown
At the start of every new year, agents reset and recommit to their businesses…but that's a problem. If you have to reset, you're already starting the year on the backfoot. The top 13% don't reset at all. Whether it's January or October, they run their businesses consistently, no matter what. That means they never lose momentum, shrink their market share, or have to start over again on January 1st
Re-Up or Opt-Out: How To Decide If You Should Stay in Real Estate w/ Kimberly Ryan
The end of the year is upon us, and for many real estate agents, that means one thing: it's time to renew your license. But if 2024 was a tough year for you—if you barely closed any deals—you might be wondering, is it even worth it to stay in real estate? Should you push through another year, hoping for a turnaround, or is it time to hang up your license and explore something else? If you're on th
How to Avoid Becoming Just Another Real Estate Dropout w/ Jenny Hogan-Lizarraga
Between social media and HGTV shows, there are a lot of people who enter real estate thinking this is an easy gig. All you need to do is get licensed and the deals will start rolling in, right? Wrong. A lot of the individuals who drop out of real estate are the ones who found out it wasn't as easy as they thought it would be. Or they aren't doing the right things for long enough. The real estate
How to Sell 80 Homes a Month Without Burning Out w/ Carin Nguyen
If there's a factor that drives real estate's staggering 87% exit rate, it's burnout. We're an industry of hard charging, high achievers, but sometimes that same drive can be the very thing that knocks us out of the business. Even the most talented salesperson will fail when they're running on fumes, so it's no wonder why a lot of the best agents flame out in less than 5 years. This job can be d
How to Turn Your Real Estate Business Into a Referral Machine w/ Michael Maher
Agents are constantly told that building relationships is the key to success in real estate, but this advice is missing a critical link. Relationships alone don't lead to referrals, being relational does. The quality of our sphere relationships isn't measured by how many names we have in our database. It's measured by how often people are telling their own sphere about us. Our aim should be del
How to Survive and Succeed in the New Real Estate Landscape w/ Scott Drucker
As the market shifts and buyer compensation rules evolve, many agents are left wondering how these transformations will impact their business. Navigating these changes requires more than just a quick update—it demands a thorough understanding of how new regulations will affect buyer expectations and agent compensation alike. Many REALTORS® are struggling to keep up with these shifts. The new comp
How to Sell a Winning Real Estate Product in a Crowded Market w/ Greg Hague
In the wake of recent lawsuits and intense competition, many real estate agents are facing their biggest challenges of their entire careers. It's no wonder why many feel overwhelmed and even uncertain about the future in the industry. The truth is, buyers today are looking for more than just a transaction - they want a trusted partner who can provide them with exceptional value and insights. The
Will AI Replace the Real Estate Appraisal As We Know It? w/ Tom Canale
In today's fast-evolving real estate landscape, technology is changing how we do everything—including property appraisals. The rise of Automated Valuation Models (AVMs) has left many wondering: Is the traditional appraisal process going to be replaced? While AVMs offer speed and convenience, they rely heavily on data. But what happens when the data is incomplete, inaccurate, or fails to account f
iBuyers Aren't the Enemy: How to Create the Ultimate Real Estate Value-Add w/ Debra E-Leon
In today's market, there are many factors that can take an agent out of this business. One of the worst things you can do is treat iBuyers like the enemy and only offer the traditional real estate transaction. Platforms like Offerpad provide multiple ways for the consumer to sell a home, but a lot of agents don't want to hear it (or tell their clients about it). Here's the problem: If our clien
Front Load Your Database: How to Build An Infinite Real Estate Pipeline w/ Jason Pantana
If you're a real estate professional in 2024, you're competing with millions of agents and consumers have their pick of thousands of agents in their market. This is the reality of the business. If you're wishy-washy, inconsistent and not putting effort into marketing, you'll have NO PIPELINE and quickly find yourself in the 87% of agents who leave the business. The key to standing out and buil
In It Together: The True Value of the Local Realtor Association w/ Tiffany Banks
Most agents put tireless work into every transaction, but their clients have ZERO CLUE about all the behind-the-scenes effort they put in. When we don't articulate our value, people are left wondering if we do anything valuable at all. Realtor associations have the same problem. They do a lot of work behind the scenes and it goes unnoticed. Every day, they are battling to make sure agents c
How to Think Like a $300k Earner in Real Estate w/ George Laughton
If you've been in real estate, even for a few years, you'll know that we're always going to be thrown a curveball or two. If it's not the rules changing up on us, it's inventory, rates or low demand. There'll always be something we have to navigate, adjust to, pivot from and overcome. Right now, the NAR settlement is the latest change we have to work with, and it's actually not all bad news. One
The AI-Empowered Real Estate Agent: How to Create the Ultimate Advantage w/Marki Lemons Ryhal
Whether we like it or not, August 17 (and the changes it will bring to real estate) is coming. As agents we have 2 options. We can complain, bury our heads in the sand, and treat it like an extinction event. Or we can put ourselves in a position to gain more market share and make more money. Since the settlement was announced, more real estate agents have come into the industry, and that means w
Laser Focus in One Direction: This Is What the 13% Do Differently w/ Keith Anderson
In real estate, the agents who struggle the most fall into two camps - the ones who are doing too little and the ones who are doing too much. You have the agents who have no idea what to do so they do nothing at all. Then you have the agents who are doing so many things they can't gain momentum in a single area. The 13% have the same things in common - action and a laser focus in one direction i
Focus or Fail: What Successful Agents Do Differently w/ Todd Bookspan
Sales people often believe they are failing to meet their goals because they are doing all the wrong things. That's often not the case. The truth is, many agents aren't winning because they aren't doing enough of the right things. We know what we need to be doing but we aren't doing them frequently enough. Distractions make it hard for us to hunker down and do the work consistently. From emails
Defy the Odds: How To Outsell and Outlast Your Competition w/ Todd Conklin
The real estate industry is notorious for its high failure rate, with 87% of agents not making it past the first 5 years. It's a tough industry, and without the right guidance, the odds are stacked against you. But what if there was a way to flip the script and become part of the successful 13%? With the right mentorship and resources, you can increase your chances of success. Investing in real
The 13%: How to Outlast Industry Changes w/ Roger Nelson
In real estate, only 13% of agents who get into the industry make it past the first 5 years. Whether it's leads, inventory, or rates, there are many threats to our survival and they can prove too hard for many agents. Industry disruptions and legislative changes are also huge threats to our long-term success. Recently, the NAR settlement has certainly shaken the industry, and depending on where
Adapt, Overcome, Thrive: The Big Advantage of the NAR Settlement w/ Roger Nelson
If we're taking the temperature of the entire industry, reactions to the NAR settlement vary wildly. From the fretful to the fired up, this is the worst thing to ever happen or the biggest opportunity, depending on who you ask. There will always be a disruption or regulation that changes how we do business, and it can be an existential threat or something we need to figure out, adapt to, and ulti
The 13% Podcast Trailer
Why do 87% of real estate agents fail? After decades in the business, we think we've found the answer: Real estate gives us the freedom and flexibility to build the life we want… Yet if we don't have boldness, patience, integrity and the discipline to follow the right priorities, we're guaranteed to be in the 87% that fail. Our character must show up in our EFFORT. So we're sharing how to take on
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