BUILD PROFITABILITY? BUILD WEALTH.

WELCOME

Happy New Year!

I am greeting y’all today as a first-time empty nester. My baby Lucas has moved into his own home and my heart is simultaneously bursting and breaking. I think I’m leaning on the side of bursting, though. My mind is racing with all the things I am free to do now, from walking around the house nekkid to listening to my music as loud as I want. The good news is he’s only 15 minutes away, so if I miss him or the trail of stuff he’d leave from the front door to his bedroom, I can be there quick as a wink.

I can tell you this, Lucas is going to thrive in his new home. And because we all want to thrive in 2025—and not just because it rhymes—we’re going to kick off each month with a feature on profitability.

So let’s dive in by talking about the money you keep!

STORY TIME WITH GLENNDA

All About the Benjamins

A lot of us will set our intentions for the year by picking a word, like “authenticity” or “balance.” While those are both solid choices, I’m going to suggest that at least in terms of real estate, we make that word “profitability.”

Everyone always wants to talk about GCI. Oh, my stars and stripes, it’s “more GCI, more units,” because those are the impressive numbers we like to throw around and splash up on our LinkedIn profiles.

However, I suggest that we instead focus less on the top-line revenue and dig into bottom-line profit. So let’s talk about where you make the most money. Where do you generate the most return on your investment? What deals cost you the least amount of money? Honestly, this is one of the reasons I love selling a grandma house because those fly out the door without nearly the same legwork as a larger deal.

For me, the most efficient lift is the quadrant where I want to concentrate my time. Efficiency creates profitability because when your systems are dialed in and your processes are dialed in, you have the ability to be more profitable.

Upping your profit is easier than you might imagine. For example, we’ll look at your subscriptions. Let’s say you’re spending $20/month on software you never use. That measly $20 isn’t going to make or break you, right?

Well, not so fast.

That’s $240/year. You’re a lot better off investing that $240/year into a process or program that makes you money, rather than a piece of software you’ve not logged into since last summer. If you don’t use it, that’s pure waste and a missed opportunity. Never forget that a forty-seven cent water bottle led me to a $3M sale. Talk about your ROI!

@byronlazine

@glenndabaker Sold A $3,000,000 Home From A 47 Cent Bottle Of Water! #glenndabaker #milliondollarlisting #luxuryhomes #realtorlife #realestateagent

I’m just as guilty of ignoring these small dollar amounts as anyone else. Like, I have these storage units. I can afford the cost of these units, but I’m not really using them. So I have to follow my own advice, be more profitable-focused, get rid of them, and invest that cost elsewhere.

The most efficient lift is what gives you the highest return. For most of us agents, it’s our sphere of influence and out past clients. That’s typically the easiest money we’ll make.

The second place you’ll make the most money is networking and being out in your community, being active in your kids’ schools, your club, your place of worship. These are typically the next layer of efficient.

So if you think of the least efficient and the least profitable, I’d say that’s buying leads. Focus on your bottom line. Bottom-up funnel business is going to be your highest yield and your least amount of effort.

If I make this sound easy, well, that’s because it is. You have to step away from that shiny object and take a hard look at what puts those dollars in the bank. A lot of people will say, “Oh, but Glennda’s is doing video, so I have to get a videographer and spend $10,000 a month so I can do video, too.” This strategy only works if it’s your most efficient lift.

So, if you want to start off the year being more profitable, we’re going to do two exercises this month.

• TO SAVE MONEY: You are going to cancel five subscriptions. I guarantee you have five subscriptions you don’t use. And I’m going to put my own money where my mouth is and cancel my Disney+ subscription, because I only used it to watch Dancing with the Stars six months ago. I guarantee there are five you don’t need, so find them and cancel them. I will do the same.

• TO MAKE MONEY: You are also going to go through your database and verify five things about all of your clients. You’re going to make sure you have their right name, in case there was a marriage or a divorce. You’re going to confirm their current address. You’re going to double-check that you have their proper email address. You’re also going to verify their phone number. And finally, you’re make note of their preferred form of communication, because, spoiler alert, your Gen Z crypto-millionaire client is never answering her phone, like ever, and your favorite Greatest Generation client thinks text means a word written in a book. Reach out and touch everyone and don’t be surprised when hearing from you sparks a conversation that leads to business.

We’ll return to discussing how to save money and make money at the first of every month because the surest way for you to thrive in 2025 is to concentrate on what’s profitable.

In the wise words of DJ Quik: If it don’t make dollars, it don’t make sense.

@glenndabaker

Topline revenue doesn’t always equal bottom line profit! #GlenndaBaker #RealEstate #AtlantaRealEstate #Profit #BottomLine #ToplineRevenue

REAL ELITE

Here’s the Deal with Coach Glennda

If your intention this year is the word “luxury,” but you’re unsure how to break into the luxury market, grow your business, and elevate your career, then I have some expert coaches who have been in your shoes. We at Estate Elite are here and ready to guide y’all every step of the way! The best part is, membership is currently on promo at 25% off!

Estate Elite has assembled a crack team of real estate’s top producers—and now top coaches! Because Josh Flagg, Tracy Tutor, James Harris, David Parnes, and I are ready to share our proven strategies and insights!

If there’s one subscription you will use this year, this is it. We’re doing live workshops, Q&A sessions, and exclusive Masterminds in Beverly Hills (in person! with me!), where you'll learn directly from the best in the business. We’ll help you gain the tools, knowledge, and confidence to:

• Build a powerful, luxury-focused personal brand

• Leverage content marketing to attract high net-worth-clients

• Justify your value and negotiate at the highest levels

• Build and manage a team of top-performing agents

• Enhance your network of partners and peers

• Prepare for evolving market conditions

• And much more!

Selling luxury properties comes with higher stakes, but with those stakes comes the change for that incredible growth! With Estate Elite, we’ll give you the proven strategies and step-by-step tools that we’ve used to succeed.

Y’all, this is your chance to elevate your game so you can step into the luxury space with confidence.

Join now and make 2025 your breakthrough year!

GLENNDA’S GURU

Welcome, Jonathan Spears!

I’m delighted to kick off the 2025 Guru Series with Florida super agent Jonathan Spears! Jonathan is the founder of the Spears Group and if you want to know what kind of go-getter he is, know this—he was enrolled in college before he could even drive a car! (I was a different kind of go-getter at that age, selling beer out of the trunk of my car.) He graduated from college at 19 (OMS!) and he’s been crushing it ever since. So please enjoy our interview and I defy you not to feel inspired!

Thanks so much, Jonathan!

GLENNDAISM

This One’s a Keeper

GLENNDA BAKER & ASSOCIATES

Home of the Week

One of the first things people ask when they inquire about a luxury listing is, “Does it come with a pool?” These people may never set so much as a toe in that water, but they all want one, just in case.

I’m delighted to share one of my newer listings what very much ticks that pool box, as well as a spa and a cascading waterfall! This gorgeous home is located in the Manors sections of Vinings Estates and it has, well… just everything, from a main floor guest suite to a finished terrace level. So pack your swimsuit and stay awhile!