We are so glad you joined us to help you start your new year! This episode’s guest is Matthew Rathbun. Matthew will be discussing business suggestions, strategies, and ideas to help you make your plans for success in 2024. This is the first part of a series on Business Planning with Matthew this month. The second part will launch later this month.   [2:55] Matthew is the EVP of a Coldwell Banker company with 10 or 11 offices in the D.C.-Maryland-Virginia area.   [3:40] Matthew started teaching and has been teaching ever since. He is currently the president-elect for the Real Estate Business Institute, a good partner for CRD, providing lots of education to agents.   [4:20] There has been attrition in the industry. A lot of agents are not seeing a lot of production right now. When you plan for next year, you have to base it on reality. [5:33] We are knowledge workers more than salespeople. The buyer hires you as a buyer’s agent for what you know. How do you provide clarity on your value as a buyer’s agent?   [7:00] A knowledge worker will say, “I know the market, what my capabilities are, and what my consumer base is and I’m going to build a strategic plan.”   [7:37] You can be a knowledge worker to your consumers and demonstrate that value to them. You can use your knowledge and say, “I’m the CEO of me.”   [9:21] What are we changing for 2024? Agents need to be much more precise with their goals to be able to look back and see what they’ve accomplished and why this is a good career for them.   [11:12] Matthew goes over tips and tools on how to interject your goals. Substantial industry changes are coming but most of our chaos is controllable.   [13:00] You’re controlling whatever chaos you can. Putting systems in place is so important. “You do not rise to the level of your goals, you fall to the level of your systems.” — James Clear   [15:48] With industry changes, Matthew says training will be a core part of any successful agent’s business.   [18:33]. Change is good. A bad change can be corrected to something better. Have a healthy mindset on addressing change. Lean into change and what it means.   [23:06] It’s time to add to your listing kit and improve the buyer consultation kit on your website. Market your value proposition for buyers. Matthew discusses what to do in the next 30 to 90 days.   [25:45] Agents need a better consumer persona. Who do you want to work with? Just saying you want to work with sellers or with buyers is not focused enough to reach the core consumer that you want.   [30:18] Matthew cites Atomic Habits, by James Clear as the most transformative book. He recommends other books.    [32:50] Monica urges you to check the resources mentioned in this episode and Matthew Rathbun’s website linked in the notes. What education do you need to add to your life and business? The Center for REALTOR® development highly recommends ABR®, The Accredited Buyer’s Representative designation.   Tweetables:   “This is very much an industry where you get to eat what you kill. You hunt it. You kill it. Now you get to enjoy it, so to speak.” — Matthew Rathbun   “Change is good. I’ve always said change is good. Even if it’s bad change, it’s generally going to be corrected and lead to something that’s better.” — Matthew Rathbun   “Every successful CEO is a reader. That’s one of the common traits of all successful CEOs.” — Matthew Rathbun   Guest Links:Matthew Rathbun on Facebook Canva Templates at Etsy.com NARRPR.com REALTOR® Property Resource   Building a StoryBrand: Clarify Your Message So Customers Will Listen, by Donald Miller Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones, by James Clear Building a Second Brain: A Proven Method to Organize Your Digital Life and Unlock Your Creative Potential, by Tiago Forte Getting Things Done: The Art of Stress-Free Productivity, by David Allen   Canva.com Alignment.io Trello.com MyStorybrand.com Freeform – app for iPads and iPhones only MindMup.com Coff