revolutionize your business

How to revolutionize your business in the next 6 months with Heidi Ellenberger Jones

Tara: Great. Hey, hey there Bold Leaders, welcome to another episode of The Bold Money Revolution. I’m excited to be here today with my client, Heidi Jones, from the Modern Jones. Heidi, welcome.

Heidi: Thank you, Tara. Thank you for having me.

Tara: Heidi, can you just tell people what you do?

Heidi: Yes, I’m the owner of Modern Jones, which is a real estate lifestyle. We sell residential real estate. We’re reimagining the way that people sell residential real estate.

Tara: Yeah. Reimagining the way people sell residential real estate. And I would say that’s really true for the way that you do sell real estate, and we’re going to talk a little bit about that today because the things that I think people are really going to take away from this episode: we’re going to talk about your journey with Profit First, we’re going to also talk about your journey around identifying your process, and how you uniquely add value to your clients, as well as some other things that you have been working on around setting boundaries and doing less.

Heidi: Yes. Doing less.

Tara: I think that pretty much encompasses your journey over the last eight months.

Heidi: Yes.

Tara: Yeah. All right. So Heidi and I started working together, it was probably the end of January/ February. I would say she had a really transformational moment probably in April, and that transformational moment, I always like to highlight the moment. So the moment that this happened was right after we went into the basics of Profit First, and you became “the Heidi before Profit First” and “the Heidi after Profit First”. And I should say you definitely had some moments while we were working together in February and March where we were really getting you to do less. And then we introduced Profit First around probably April-ish, and then everything started to really take off for you, which was interesting because we were in the middle of COVID at that point, the real estate industry was uncertain. You had to completely change the way all of you had been selling houses.

Tara: I think it was really unclear what COVID actually meant to the real estate business at that time, and so this has been a highly volatile, uncertain time in your business, probably like you haven’t seen before. But let’s just back up. So maybe at the end of last year, what was going on in your business where you were like, “I think I need to find some support. I think I want a coach and I want to make some changes.” What was happening that highlighted that to you?

Heidi: So right at the end of last year … Okay, so 2019, I had a goal of 10 agents and a big audacious goal of $100 million in volume, and had, what I thought, a good plan for it. Unfortunately, I had hired some people that I feel weren’t the right fit, and I was almost at seven agents, and by the end of last year, I ended up letting go of everyone. And I was so stressed out, I wasn’t making any money. I was spending more time trying to help foster peoples’ businesses and I feel like it wasn’t clicking.

Tara: You were losing money.

Heidi: Yeah, I was losing money. Yeah, I wasn’t making money, I was losing money and spending a lot of time trying to help people that had varying degrees of initiative, and I felt like when anything like that happens, “What’s my part in this?” It didn’t feel right. It felt like a lot of conflict for things that … I wasn’t making any money. It didn’t feel good. That’s not why I started my business. So I knew I had to do something different, and I just like to start with the fundamentals and kind of get back to ground zero. So in January, I was a little bit like, “Oh my gosh, this seems like kind of an insurmountable task, and the whole reason I started this brokerage was to grow it and do other things.” And I found myself back in the business.

Heidi: So Tara and I had met through a speaker salon, and I was always so impressed with the way that you articulated things, and it was always bite sized and direct in the way that you present information, and you’re such a thinker and evaluator, and then all of a sudden, I felt like I could learn a lot from you, so I had approached you and we started working. And we went under the kimono, as you say, like, “This is what’s going on.” It doesn’t feel very good because I’m a high-producing agent and I’ve just taken this risk to start my own company, and you were like, “Okay. Let’s start at the very beginning.” And you really took that overwhelm of like, “Oh my God, I don’t have any business. What am I doing? Is this the right thing for me to breathe and just be for a little bit?”

Tara: Yeah. So I wanted to reflect some of the things that I’m hearing you say because I know that there are people listening to this podcast right now who can very much identify with where you are. So, one, highly ambitious. Big goals. Million dollar goals, right? And we haven’t taken those goals off the table, not at all. So you’re still the big goal person, ambitious, you’re a driver personality type, you’re an action taker, and so you kind of started building this thing, but you’re also intuitive. So just because you’re ambitious and you have big goals doesn’t mean you don’t also have intuition and feelings. So I like to talk about the facts and the feelings, and so you also had this feeling, this gut feeling that something wasn’t right, and you were like, “I need to take action on this.” And I didn’t realize…now that I’m hearing your story, I’m like, “Oh, you burned it all down.” Because when you came to me, we were at zero.

Heidi: Yeah.

Tara: And I’m very, very confident that we have you on that path for the multiple millions that you want to be bringing in. You’ve had tremendous growth in the last six months, no doubt in my mind. So you burned it all down, and by the time you got to me, you were a little all over the place.

Heidi: A lot all over the place.

Tara: A lot all over the place. You were feeling overwhelmed.

Heidi: Yes.

Tara: Like, maybe not sure what the next step was or where to start.

Heidi: Yes, and I think I have a tendency, when you’re feeling that way, that I start … And I know, I shared this with you…I start spending money on all kinds of things because I think there’s going to be a fix. So I was really conscientious about, this is somebody I trust, I’ve seen what she does, I started with your weekly Bold-

Tara: The Brave Society.

Heidi: The Brave Society, sorry.

Tara: That’s okay. So Heidi was actually … We should talk about this for a hot second. So Heidi was actually exactly who The Brave Society was meant for. Heidi, had…you heard what she just said, she starts to spend and this is so common. This is so common that women do this, and I know too, the second I go to take my card out of my wallet, I’m like, “Tara, have a check-in here. What’s happening? Where’s your confidence level? What are you trying to push through?” It’s very clear to me, so I’ve done a lot of self-training around that. But you had come to me and you had some credit card debt, you had made some really big expenditures last year in the things that you felt were going to help shift you to that new place.

Tara: So you needed a place to land that was going to be friendly to your cashflow for a bit, and that’s why when we first spoke, I said, “Why don’t you join The Brave Society? This is my cashflow-friendly program.” You get into my energy, you get into my structure around how I hold people accountable. The weekly, the biweekly CEO debriefs. You can start to get some insight and clarity and start to identify some next steps there, and then you were like, “Okay, I’m ready now.” You needed a little bit.

Heidi: Right.

Tara: Right? So then you were ready, and we started working together, and I remember maybe the first month or two was really just, like, I said, “Send me a list of everything you’re doing.”

Heidi: Right. And I remember you going, “I’m exhausted. No wonder you’re exhausted by noon.”

Tara: I was exhausted.

Heidi: Yeah. It was the acknowledgement that I needed. I’m not crazy.

Tara: You know, I think Heidi, I said you’re an action-taker, but what happens when action-takers don’t have a clear plan, they start taking all the action. And I say they’re like running around, pulling all the levers, trying to get the pellets, and it’s like, “Is this lever going to give me pellets? Is this lever going to give me pellets? Is this lever? Someone give me the damn pellets” and they pull all the levers. And it’s not possible, it’s not happening. It’s not happening fast enough. Right?

Heidi: Right. Yes.

Tara: “Must be another lever.”

Heidi: Yeah, exactly.

Tara: “Here’s my credit card to put the investment on.”

Heidi: Oh my gosh, yes. Totally.

Tara: Right? It’s totally normal and I love it, and I love joking with my clients about it because it’s normal. And once you stop that, you’re like, “Oh man, what was I doing?” So you send me the list of all the doing, and I think that you had a lot of doing on there too that was mom stuff and wifey stuff.

Heidi: Right.

Tara: And running a household stuff, and running a business stuff.

Heidi: Right. And that was before COVID, right?

Tara: Yeah. So it wasn’t just business overwhelm, it was life overwhelm.

Heidi: For sure.

Tara: So you sent me the list and I wanted to cry because my body remembers what it was like to be doing those things. I used to be the same way. If we just work harder, then we’ll make more money. So we got you to stop doing all the things, and how did that feel?

Heidi: It felt good. I mean, it gave some clarity of what I really needed to be doing versus the should’s and the I-think-I-have-to’s or whatever.

Tara: Yeah. What actually gets results.

Heidi: Yeah. I mean, it really helped me hone in on what gets results and you realize that it’s not all of the things, it’s the key things.

Tara: Right. And what did we need to delete, and then what did you need to have conversations with your kids about, saying, “You need to take this on.”?

Heidi: Yeah. I mean, I think that there were a couple things throughout this coaching that have really resonated with me, and the boundary piece, it’s like anything. You’re just living your life and then you have these reflections or somebody else that knows you but it…just kind of seeing the things that you don’t necessarily see because you’re just so used to doing it. And it’s not like your kids are going to say, “Oh, stop unloading the dishwasher, Mom. Take a seat.” But I think that that was really insightful and helped me kind of take that pause before just doing the things and say, “Oh, wait. I’ve got two capable teenagers. They can unload the dishwasher.” Or, “This is what I expect you guys to do.” And being very clear to them, too, what my boundaries were and with my husband. So that was helpful, for sure.

Tara: Yeah. How to communicate what you needed.

Heidi: Right. Right. And I mentioned to you before we started that there were a couple times just this week and just this morning where I thought of you. A lender, I was calling a lender to check in on a loan and the buyer doesn’t have representation, so I’m really doing kind of both jobs because the buyer doesn’t know what they don’t know, and I know what they don’t know, and I’ve got to protect my clients. So called the lender to say, “Where is this? How is this going?” And he said, “Oh. Well, we haven’t handed this thing in, and it’ll take 10 days.” And I said, “Okay. Well, today’s September 14th. We’re closing September 23rd, so you know that your clients will be in default of the contract if we’re waiting for 10 days.” And he said, “Why are you being so aggressive?” And I said, “I’m just explaining the contract.” And he said, “Well, you know we’re filling it in.”

Heidi: And I said, “Is there anything that we can do to help?” And he said, “No. We’ll get it done. It might be late, but haven’t you ever had a closing that was late?” And I said, “No, not really. That’s not the way that I operate.” He said, “Oh, and you’re not being aggressive?” And I said, “I’m sorry that you’ve taken that as being aggressive, me explaining the contract.” I said, “It just seems a little lackadaisical.” And I think in the past, I would have maybe gotten offended, but you talk about my bubble and somebody else’s bubble, and I thought, whatever’s going on is his-

Tara: Right. What’s my stuff versus what’s your stuff?

Heidi: Right. I mean, this is not emotional, this is a legal contract that his client signed.

Tara: Right. Yeah, so I think in the past, we were working on, also you taking things personally, and you do, you have to interact with … When you’re selling houses, you’re interacting with attorneys, and lenders, and different people, and it could be an environment that can be intimidating, that can at times be even male-dominated, and so I think it’s interesting that he used the word aggressive because I just had to reframe the word aggressive this morning for myself. So for everybody listening, here’s how I reframed aggressive. I chose a different word because I think aggressive is our conditioning. When we draw boundaries and when we speak up for ourselves, then we’re seen as aggressive, but really, what that is, is me being powerful.

Heidi: Right.

Tara: Or me being bold. And it’s not aggressive. So I actually reframed that for myself this morning, so it’s funny that you brought that up. So we’ve been working on communicating, and we’ve been working on boundaries in a big way, and we actually started at home. I just want to point this out, too, for people. Starting and working on this stuff at home is a great learning ground and testing ground and practicing ground because the stakes feel high because you love and care about the people who you’re interacting with, but in reality, you’ve built a lot of trust and rapport with your family as well, so the stakes aren’t as high. So it’s a great place to be practicing your leadership skills.

Tara: So then, in April, we started talking about Profit First, and we very basically went over the principles of Profit First, and you took to this so quickly. You were like, “I got it. I’m on it. I’m opening my accounts. I’m distributing my dollars.” And I think one of the reasons why this was so important for you is because the way real estate agents make money can really set them up for feast and famine, right?

Heidi: Right. Right.

Tara: You get this big commission check, and then you’re like, it all comes in and it all goes out.

Heidi: Right. Yeah. And it’s infamous for real estate agents to be behind on their taxes because they haven’t saved enough for taxes or whatever, and it’s this roller coaster.

Tara: Right. And tell me, though, also because I know, I was just talking to my dad about this, about how women entrepreneurs oftentimes have husbands who are not entrepreneurs, they work in a traditional business setting, they get a paycheck every Friday deposited into their bank account with their taxes withheld and it is a very different financial arrangement. So you’re this entrepreneur, so you have a different financial arrangement, but then you’re also in this real estate field where it’s commonplace to not have money saved for your taxes and you do have a husband who’s working in a traditional work environment. 

Heidi: Right.

Tara: So was this causing stress and strain about, “Where’s the paycheck? Where are the taxes?”

Heidi: Yeah. I mean, I always felt like when we got to tax time, it was always like, “That’s your problem.” Because we filed jointly and we’re married, and I always felt like that was a little unfair because it’s essentially, in the eyes of the law or the IRS, it’s both of our issues. So I worked really hard to get in a place where nobody wants to go at the end of the year and get a big tax bill or anything like that, so kind of setting myself up with people that were better equipped. It stressed me out. I know enough and I’m constantly learning, but that was always a source of stress for us.

Tara: Yeah. I hear that from a lot of women who run businesses, just like, their husbands are like, “When’s the paycheck coming in? Why are your credit cards high? If you’ve been investing in your business, where’s the money for the taxes?” So there were a lot of great things that came out of implementing Profit First for you, and you got immediate results.

Heidi: Yeah.

Tara: So tell us about some of that.

Heidi: I mean, and I’ve told you this multiple times. I wish somebody would have told me this when I started my business because it was so transformative. I was a biology major. I sat in accounting, I think one time, and I was like, “I don’t even understand the terms they’re using. I’m out.” And I think that, as a business owner, you’ve got to understand. You’ve got to understand where your money is going, where it’s coming from. And this was, in some ways, simplistic, but it helped categorize and show where the money was going, and the way that we set up the five accounts, you showed me how the revenue account feeds everything else, and then all of a sudden, I could see … And also, I guess the other piece of this was how I distributed the money.

Heidi: So every time I got money in, I had our percentages and I would distribute it. Profit first, then taxes, then CEO pay, then operating expenses or operating account. And all of a sudden, you start to see this money grow, you start to think, “Okay, I might try this software.” Or, “I’m adding another person, so this is going to cost me such-and-such.” And then you look in that account and you’re like, “Oh. Well, I’ve got this amount of money. I’m going to be fine for,” however many months or whatever. And all of a sudden, you look at your pay and you’re like, “Okay. Now I have a year of pay that, whatever happens, if I stop tomorrow, I’m covered for a year.” Because I think also what would happen with that, the up and down that can happen with real estate is that you’re also starting to panic because you’re seeing your accounts go down and maybe it’s a quarterly tax, the taxes are due, and you’re like, “Oh, I’ve got to sell this much more.” And you’re just in this bad cycle. But now I feel like I’m actually … It’s like I’m elevated, so I can plan better and I have visibility of my accounts, and when the bookkeeper’s like, “Okay, we need this for taxes.” I just pull it out on my tax account and pay it.

Heidi: It gave me confidence, it gave me clarity, and it also made me excited to make more money because you just see it growing and that you have some stability. I think for a lot of women, and certainly women business owners, it’s that feeling of you never want to be destitute, and the reason that I do work is because I like to have my own money and feel successful. And I’m not under any delusion that … My husband has a great job and he provides for our family, too, but there’s no guarantee that we’re always going to have that, so to have my own money and see it grow is really transformative. I can’t think of any other word for it.

Tara: Yeah. There was a lot of goodness for you here because I think it gave you a sense of calm. So to talk about that panic, where you’re seeing the bank accounts dwindling, and now you need to go and sell, I call it panic selling, and nothing ever good comes from panic selling, folks. You take the wrong clients that drain you. That’s the other thing. We’ve got you to the point where you’re picking and choosing what houses you take and sell or what buyers you work with, which is almost unheard of in your industry, where people are just like, “More houses, more houses, more houses, more houses.” But between the profit system and some other things that we’re working on, we’re working on getting you in and getting you out of these houses as quickly as possible, turning inventory, but with the right people, and that’s why the houses are selling so fast.

Heidi: Yeah. One of the first things as we started, was you had me journal as we talked about all the things I was doing, and then you had me really think and call in who it was that I wanted to work with, and all of a sudden, I was just thinking this the other day as I’m representing these buyers that came from this woman that I knew sort of but maybe had one discussion 10 years ago about real estate and she sent me her sister-in-law. It’s just so fascinating how it works, and they couldn’t be nicer. But on the sell side, my counterpart has really tough clients, and I always think about how that listing agent, she’s always telling me why she hasn’t done stuff and it’s like all these excuses, and I feel like she’s almost brought these people … You can almost see why she’s working with these people.

Tara: Mm-hmm. Yes.

Heidi: So today, when she sent something about why she didn’t hand over the … I was waiting for an addendum. In my mind, I was like, “I don’t need to know that you went to your kid’s soccer game and it was your anniversary dinner and all the reasons why not.” But I took a pause and I just said, “Happy anniversary.” And it changed the dynamic of that, but I think on the other side, I have these really great clients that are so appreciative, and that’s who I want to work with, the people that value my service. I mean, things can get stressful, but it’s not like that stress when you’re working with people that are the types of people that value your service, in my case, and are looking for somebody to protect their interests and protect them.

Tara: We are intentionally cultivating high quality leads.

Heidi: Right.

Tara: Not any lead. And part of the reason why we can do that is because you have this profit system now. This cashflow system, among other things. Boundaries, and we’re communicating better, and we’re gaining clarity on who these people are. I remember almost immediately after we started Profit First, you were sending me messages how you were paying off all your high leverage debt.

Heidi: Yeah.

Tara: So are you debt free now?

Heidi: Yeah. I forgot about that. I mean, I have-

Tara: You forgot about it. It’s a big deal!

Heidi: Yeah. Because that was so stressful, it’s so funny. And that was-

Tara: I think you got that paid down in four weeks.

Heidi: Yeah, you’re right. I think it was four to six weeks. And I had significant credit card debt. Yeah. I am debt free. In fact, I hadn’t been consistently putting into my SEP, and so I set that up and made sure that that was automatically getting withdrawn and really focused on … Because I think that’s the other thing is, when you’re in that scarcity, lack, overwhelm, all you can think about is the debt, and that’s the focus, and then once you’re able to pay off that debt, you’re like, “Oh, I can actually focus on saving and growing my money and the things that are going to be super transformative to my overall life.” I mean, not that I wasn’t doing any of that, but the debt was the focus, now the profit is the focus.

Tara: Right. And generating wealth, because now you said you’re putting money in a SEP and you’ve even-

Heidi: Consistently, yes.

Tara: Started putting money away to invest in other things now, slowly and surely over time, because now you have this way, this consistent process that you’re using, and your business is growing and growing, and you’re becoming more comfortable with earning more money and all the places where you can be putting that. How does that feel?

Heidi: It feels great. I mean, it’s so much less frantic and feeling like that whole hitting all the levers. I mean, it feels good. It feels like you’re in power and control, which gives you some certain sense of calm. And when I start to have those feelings creep up, of like, “Oh my gosh, I don’t have enough business.” I send you my spreadsheet and I see what I’ve done, where I’m going, what I have, and it just lets me say, “Okay. Well, I have all this in my pipeline. You’re going to be fine. You’re going to be more than fine.”

Tara: Yes. You’ve messaged me a couple of times and you’re like, “I think I’m spinning. We need to talk about this.” Or, “Remind me, bring this up on the call.” And we debrief, we look at what’s working, you have an objective third party there, I make you show me your money. Show me your money! Show me what you have going on and let’s get some projections going. And now you have that stuff at your fingertips more easily.

Heidi: Right.

Tara: And this has really transferred over to your relationships in your personal life because you’ve been having different conversations now.

Heidi: For sure. For sure. And I feel like sometimes, certainly with my husband, even though I feel like we’ve very much a partnership, that financial peace can be sort of like a power struggle, and being able to show that, “I have income. I have savings. My business is healthy. This is what I’m contributing to the family.” Whether it’s perceived or implied, it sort of shifts that balance.

Tara: Yeah. This is a big deal because I even know for myself sometimes, my husband happens to be another entrepreneur, so having that conversation with him is a little different than having it if he were to be working in someone else’s business because he has a different understanding, but even still, when we pay ourselves, maybe we pay ourselves, and we’re also paying our SEP, and we’re also paying maybe for our car, and we’re also paying maybe for our gas, and we’re also paying for maybe our cell phone, and it’s all these things. And to be able to say, “Listen, this is my total cash compensation package from my business, and it gets deposited into our accounts. You can expect to see it on these days.” And because I know women get really funny around this, so they either ask their husbands for too much advice in their businesses, which is a very bad idea, or they get like, “Well, I don’t have to tell them anything about my business.”

Tara: And that’s actually not really true either because if you’re both coming together to provide financially for your family, I think there are things that you need to let your spouse know, but you can do it in a way that allows you to come from a place of certainty so that you’re not questioned, which is, I think what women tend to fear. So when I have these conversations with my husband, I’m like, “Here’s my pay.” Or, “This is what I’m giving myself in an increase.” Or, “This is what you can be expecting from me for the next six months to a year.” “Here’s when I take my profit distributions and this is how much they’re going to be and what they’re going to look like, and we can discuss how we’re going to allocate that too. And all you need to know is I’ve got enough money in my bank account for six months of pay,” or to cover my business expenses for three months or whatever, and we converse on it regularly, so it doesn’t really change, and he’s just like, “Oh, okay. Great. Thanks.” And I’m sure that’s kind of somewhat where you’ve gotten to as well, and if your husband asks you, “Heidi, when’s the next commission check coming in?” It doesn’t matter anymore.

Heidi: Right. Right. Yeah. It puts you more on an even playing field with that.

Tara: The last thing you need is your husband down your neck about, “Go sell another house.”

Heidi: And he’s never been that way, but yeah, I mean, I have enough pressure on myself, I don’t think anyone feels the need to add to that. It has been transformative.

Tara: Yeah. I think that’s another good point, though, right? About feeling that pressure.

Heidi: Yeah. And I’m sure there’s lots of women that you work with that are like me, that have that internal fire and you want to perform, and it’s not necessarily competition with others as much as it’s a competition, like, you know what you’re capable of and you want to be successful. So I’m always looking at numbers and things because I think, “Oh, okay. Well, that person or that company is doing this. I know I can do that. I’ve been in the business the same amount of years or more.” So I’m always looking to ratchet up and hone my skills, so I feel like I definitely went from zero to 100 just looking back at … I don’t have a tendency to look back, but looking at those numbers and tracking all my numbers, it’s a huge improvement.

Tara: Yeah. We took you from zero to consistent income with money in the bank, debt paid off in a very, very short period of time, and I think that that’s just a testament to you being the expert that you are in your field. You weren’t recreating the wheel, you weren’t going out and doing something new, you’ve already done this. It was just really taking what you already know worked and making sure you were executing on what worked and not getting distracted.

Heidi: Yes, and I think that, I mean, kudos to you. I’ve worked with a lot of coaches, and I think coaches… you go to coaches for different things and they kind of bring to light, but I’ve never had a coach like you that I feel like really held me accountable, gave me bite sized chunks of, “This is what I kind of know she can handle right now, and then go crush it.” And you feel some sense of achievement. It’s not like, “Do these 50 things,” and then you feel overwhelmed by the 50 things. And I think that you held me, because I don’t think I always did a good job of recognizing the achievement part, and I think that was another thing that I feel like you were really conscientious of. “Heidi, that’s really great.” Not that, “You’re not going to do anything now, you’re going to sit down. That was so great.” But I was just that acknowledgement that, “I appreciate that you’ve come this far or you’ve implemented this.”

Tara: Yeah. Let’s acknowledge the win so we can go get another win.

Heidi: Right.

Tara: Because if you’re going to bypass the win, it’s hard to ever find a win.

Heidi: Yeah. And I think that that leads to the overwhelmed feeling, so drained, because like you said, once you bypass that win, you never feel like you’re achieving. It’s just like, “Ah, the next one, the next one, the next one.”

Tara: Right. I think also having a hard time seeing the achievements, but also having a hard time seeing the value that you bring because I think in your industry, real estate, it can be really transactional.

Heidi: Yes.

Tara: Get a listing, sell the listing. Get a listing, sell the listing. So what starts to make you stand out among the other real estate agents? And we’ve identified for you that you actually do have a process that when you put that process in place, you have data that shows how quickly you can move a house.

Heidi: Right. And having that process and being able to articulate, this is how, in my 20 years of experience, I know how to sell a house and these are the things that we need to do to get the house sold, and if you’re on board, we’re going to get this house sold, if you’re not on board, this might not be the right match for us.

Tara: How powerful is that?

Heidi: Yeah, it’s really powerful. It’s really powerful. And then now, also having the leverage of some other people working with me that are super capable and have different sets of skills that when I do see some of those buyers that are going to need a different skill set, I can hand them off with confidence and I know that they’re going to get great service and that they’re going to love who they’re working with because of just personality and how that works with … It’s just a little different than mine.

Tara: Yeah. So we’ve been working on a rhythm too – team communication, team boundaries, and also, just you realizing that you have other people there that you can be leveraging where you don’t have to do all the things even if it’s your own sale.

Heidi: Yeah. I mean, I-

Tara: You’ve taken a couple of vacations.

Heidi: Yeah. Yeah. And I think when you met me at the end of last year, I was in this story that I’m never going to get out of having to do all of the things because I feel like I can’t turn these over because the people aren’t going to do it … Not that they had to do it exactly the way I would do it, but it wasn’t meshing. So once you find that person, and again, I think it’s calling in who you want to work with, who you want to be surrounded with, whether those are clients or colleagues. And they don’t have to be exactly like you, but I think that communication and integrity and the things that I realize are really important to me helped me delineate who was a good fit versus who wasn’t a good fit. And I didn’t have to work with them for a few months to figure out they weren’t a good fit, I just listened to my intuition and looked at what I knew were a hell yes or a hell no for me.

Tara: Mm-hmm. How has your life gotten easier?

Heidi: I think that just not having to feel like you’re on a hamster wheel and knowing that … I talk to friends that are doing all of the things and staying up until 2:00 to get their stuff done after their kids go to bed, and I just think, “Oh my gosh, that sounds so awful.” And it’s not even attractive or something you want to attain, so I just realize that … Yeah, I feel good and I’m able to do the things that keep me healthy and I think journaling more and getting those things out of your head and working through those processes, it’s opened up so many opportunities that I had all of these ideas of what I wanted to do and I was trying to force them. And once you sort of step back and do, like you said, more being than doing, it’s like these opportunities start to come to you.

Heidi: I was able to speak at a Woman Up conference last week as an avatar in a virtual conference and it was so cool, and I talked about resilience, and it was so fulfilling because it’s out of California, women that are supporting women in higher levels of residential real estate, trying to get women in brokerage positions and owners and elevate them into higher positions because we’re 63% of the realtors. They don’t even keep numbers on who owns the brokerages because it’s all men. So now they’re turning that paradigm, and that was just such an exciting opportunity that I think probably wouldn’t have even been on my radar had I been so focused on all the things.

Tara: Yeah. So you’re getting new opportunities, you’re getting more fulfilling opportunities, you have more space in your day. I know your health is really important for you and you love to work out, you love to walk your dog. Do you feel like your life is kind of at a pace that is enjoyable to you now?

Heidi: Yeah, for sure. It’s at a pace that is enjoyable and without that fear and anxiety of the whole financial peace, which I think for me, I realized was such an underlying story that I needed to address that I hadn’t addressed and I hadn’t really had the tools to address it in a constructive way, and I applaud you for giving me that language of Profit First and this is how we’re going to do this, and you keep working with me to refine it and to own it, and I think it’s been really great because it just impacts everything for me.

Tara: I think the point you just made is really important and I just want to call attention to it before we start to wrap up this episode, that you had some stories, you had some perspectives that needed to be shifted. Some might call this mindset work that we hear a lot in the online space. And what Heidi said is she took action, and by taking the action, the action shifted the perspective, and I think that what people believe is that their mindset has to be right before they can take action or that somehow just thinking a different way will change their perspective. But there has to be action there to back it up, prove it out, give evidence, and I think that’s really important.

Heidi: Yeah, for sure. And that’s where I think coaching is really valuable, because you’re trying to coach yourself through these things and you don’t have the … It’s like anything. It’s like selling your own home. It’s like, I’ve got 20 years of experience of selling hundreds of thousands of houses. I can’t impart all of that to you, but I can help guide you. So that’s really where my value comes in. Where your value comes is you’ve been doing this for a long time in corporations and with individual business owners, so you can see what I can’t, and then you can help me chunk it. I often do that, especially people that have lived in their homes for years and years and they need to move, but their house is full of stuff and, “Oh my God, where do I start first? It’s going to be so overwhelming.” And I’m like, “Okay. So what we’re going to do first is sign the contract, and then I’m going to bring in my organizer and she’s going to help you start sifting through the things. We’re not even going to talk about what comes next until we get this.” So it’s like those chunks.

Tara: Yeah. For someone who might be listening to this and be saying to themselves, because this happens a lot, I hear this a lot, that they really see themselves in a guest that I have on the show, so if someone is sitting here and they really are resonating with what you’re saying, they’re maybe where you were six months to a year ago, what is something that you would want them to take away from the story you just told us today?

Heidi: I think what I would want them to take away is that, I think I’m guilty as anyone, you think so much about that and analyze it. Go with someone that you trust. I trusted you and I saw your results. So it doesn’t behoove you to steer me in the wrong direction, so instead of, you could have given me the Profit First and I could have been like, “Oh, well that sounds really great, but maybe tomorrow.” But like you said, doing the action, and then you were there for me to ask questions because I just did it, and then I asked questions, and then I got those answers, and then we were able to refine it. But I think too often, it’s that paralysis by analysis, and if people just remember that there have been people before us that have been successful, and I don’t think that it’s always a new way that they gained success. So taking action, not thinking too much about the action, because the action will lead to the progress and that will be the results, which will encourage you for more action.

Tara: Yeah. I actually heard a couple good things there. I heard when you find somebody that you trust, so do your research, do your vetting, and I have a podcast episode coming out to help people with this, because whether it’s me or somebody else, I want you to pick the most credible person who can help you. So when you find the right person and you trust them, listen to them and take action. Don’t go recreating the wheel, don’t go thinking you can do it better, just surrender to the moment that you’re in and don’t overthink it. Take action and listen to them. And I think that’s great advice because I have this sometimes myself, is that I’ll get into a place where I’m like, “Well, I know that already.” Well, that’s not going to help you.

Tara: Why am I asking for help if I already know that and why am I in the spot that I’m in if I already knew that? No. I have to look to somebody who’s beyond where I am or who has the information that I need and I have to do what they say. I have to put myself in their hands and allow myself to be supported and coached by them, I need to allow myself to ask questions, and I think that’s a really great piece of advice because I think a lot of, especially women like us, who are high achieving women, can really get stuck in that place where we feel like we need to know it all.

Heidi: Right.

Tara: Thank you, Heidi. Thank you for coming by. What area do you do real estate in?

Heidi: The DC Metropolitan area, so Washington DC and northern Virginia, Maryland.

Tara: All right, so if you are in the DC Metro area and you need a real estate agent, I want you to check out Modern Jones Real Estate and work with my girl Heidi.

Heidi: Thank you, Tara. I love working with you.

Tara: Thank you, Heidi.

Heidi: Thank you for having me on.

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