How to Build a High-Performance Team with the 90 by 4 Framework
The Power of Fundamentals in Real Estate
Every high performer knows that the basics are essential. Think about any professional athlete—they don’t achieve mastery by cutting corners but by refining core skills through consistent practice. Real estate is no different. Building a strong foundation with core skills ensures that your team has the tools and confidence to excel, no matter the market conditions.
Let’s break down three powerful principles to elevate your team’s growth and results:
The 10,000-Hour Rule
The journey to expertise requires time, effort, and a commitment to continuous improvement. Research shows it takes about 10,000 hours to become a master at any skill. For a real estate agent, this means years of focused effort on tasks like prospecting, negotiation, and managing client relationships. Encourage your team to embrace the process rather than just aiming for immediate success.Forming Good Habits: The 66-Day Rule
Forming good habits doesn’t happen by accident. Science tells us it takes around 66 days of consistent action to make a habit stick. In real estate, habits like regular prospecting, following up with clients, and managing time effectively are the building blocks of a successful career. Encourage your team members to choose one skill or behaviour to focus on for 66 days—whether it’s daily lead generation or weekly skill-building sessions—to create positive, lasting habits.Routine, Repetition, and Consistency
Success in real estate is built on the power of consistency. Routine and repetition turn skills into strengths. By focusing on consistent daily actions rather than sporadic bursts of effort, your team can steadily build their expertise and confidence.
The 90 by 4 Framework: A Structured Approach to Skill-Building
To support skill-building, I created the 90 by 4 Framework, which structures team training into 90-day cycles. This framework allows agents to focus deeply on one core skill at a time, giving them a chance to improve incrementally and with measurable progress. Here’s how it works:
Step-by-Step: How to Use the 90 by 4 Framework
1. 90 Days of Prospecting
Start with prospecting—the heart of real estate success. During these first 90 days, encourage agents to prioritise finding and connecting with potential clients.
Tips for This Stage:
Set specific targets for calls, emails, and door-knocking.
Encourage tracking and reflection to identify what’s working.
Use role-playing exercises to improve confidence and approach.
2. 90 Days of Buyer Management
The next cycle focuses on buyer management. Teach your team to understand buyer needs, manage expectations, and build relationships that last.
Tips for This Stage:
Focus on active listening and personalised follow-up.
Organise regular check-ins with buyers to provide market updates.
Encourage reading relevant articles or case studies on buyer psychology.
3. 90 Days of Negotiation
Negotiation is a critical skill that sets top agents apart. Dedicate this period to refining negotiation techniques, objection handling, and confidence in closing deals.
Tips for This Stage:
Practice negotiation scenarios in weekly meetings.
Share resources on persuasive communication.
Track closing rates to assess improvements.
4. 90 Days of Managing Vendors and Listings
In the final cycle, agents focus on managing vendors and listings. Effective vendor communication, expectation setting, and listing strategies become the main goals.
Tips for This Stage:
Develop a streamlined process for keeping vendors updated.
Share best practices for listing presentations and marketing.
Set listing targets and review successes and areas for improvement.
Bringing It All Together: Review and Reflect
After each 90-day cycle, take the time to review each agent’s progress. Meet with your team members individually to discuss their growth, challenges, and wins. Recognise their hard work and provide specific feedback to help them improve. These 90-day check-ins serve as important milestones, allowing you to celebrate progress and make adjustments as needed.
Encourage your team to track their journey as they move through each cycle, and remind them that growth is a process. Real estate is a long game, and the right combination of dedication and skill-building will lead to sustainable success.
Key Takeaways
To build a high-performance real estate team, you need a clear, structured approach grounded in fundamentals:
Mastery Takes Time: Embrace the 10,000-hour rule and make deliberate practice a priority.
Habits Are Key: Develop good habits by sticking to them for 66 days or more.
Consistency Wins: Routine and repetition lead to long-term success.
90 by 4 Framework: Guide your team through focused 90-day cycles on core skills.
By embracing these fundamentals and implementing the 90 by 4 Framework, you can build a team of confident, capable agents ready to thrive in any market.