# Business in a Box — Condensed Reference (UK Adapted)

Serhant's complete agency setup and scaling guide for real estate agents.

## Core Message
Your ONE job is to generate leads. Everything else should be systematised or delegated.

## The Four W's (Mindset Foundation)
- **WHY:** Why do you do what you do? What fuels you?
- **WORK:** What can you do NOW to grow? What makes you the best version of yourself?
- **WALL:** What are you running from? The negative you never want to feel again?
- **WIN:** What's your end game? What mark do you want to leave?

## The 24-Month Plan
1. Set personal gross income goal for the year
2. Calculate average commission/fee rate
3. Divide income goal by fee rate = annual sales target
4. Divide by 12 = monthly target
5. Divide by average property price = properties per month needed

**UK Example:** Income goal £60,000 ÷ 1.2% average fee = £5,000,000 in sales. ÷ 12 = £416,667/month. At £300k avg price = ~1.4 completions/month.

## Time Management

### Minutes Equal Money Audit
Track every 15 minutes for 3 working days. Discover where time is wasted.

### Three Methods
1. **Time Blocking** (Ryan's preferred): Schedule every hour in advance. Use bonus minutes for quick follow-ups.
2. **Eat the Frog:** Do the hardest/worst task first. Everything after feels easier.
3. **Eisenhower Matrix:** Urgent+Important (do now), Important+Not Urgent (schedule), Urgent+Not Important (delegate), Neither (eliminate).

### Time Triage Categories
- **Category 1 (Now):** Priority client calls/emails, anything generating leads
- **Category 2 (Never — Delegate):** Organising emails, printing, ordering supplies, confirming appointments
- **Category 3 (Bonus Minutes):** Quick follow-ups, blog ideas, past client check-ins

## CRM Setup
- Best CRM = the one you'll actually use
- Essential tags: Buyer/Vendor, Hot/Warm/Cold, Area/Postcode, Proceedable/Not, Source
- New contact workflow: Meet → Record → Tag → Automate follow-up
- Audit contacts regularly, fill gaps, keep data clean

## Commission Budget (UK Adapted)
- 40% → Tax reserve (HMRC)
- 20% → Business (10% marketing/lead gen, 10% office/operational)
- 40% → Take-home pay

## Instruction Playbook
- **Phase 1 Pre-Instruction:** Pitch materials, comps, marketing samples
- **Phase 2 Preparation:** Terms signed, photography, floorplan, EPC, description
- **Phase 3 Launch:** Portals, agent emails, open day, social media, e-blast
- **Phase 4 Completion:** Gift, Just Sold post, testimonial request, records

## Delegation & Hiring
- First hire consideration: Can you afford it? (Cost ÷ 20% business allocation)
- Virtual assistants: Great budget-friendly first hire
- Delegatable tasks: CRM updates, email organising, appointment confirmations, social media monitoring, ordering supplies
- Interview with the Four D's: Dedication, Drive, Desire, Direction
- Best question: "What has been the best day of your life so far?"

## Team Meetings
- Set consistent cadence (weekly recommended)
- Agenda: Team wins → Individual wins → Issues → Updates → Forward look
- Send agenda in advance, invite contributions

## Performance Reviews
- Use OKRs (Objectives + 3-5 Key Results) or SMART goals
- Backwards goal-setting: Start from end result, work back to daily tasks

## Company Bible
Document EVERYTHING about how the agency operates: alarm codes, brand guidelines, listing playbook, policies, onboarding process. This is your scalable knowledge base.