Jess Lenouvel

You’ve probably heard of it—commission breath.

It’s that all-too-familiar scent that real estate agents unknowingly give off when they’re overly eager to close a deal.

You can feel it in the air. It’s that desperate, frantic energy that says, “I need this sale!”.

And trust me, clients can sense it too. Worse, it pushes them away (particularly high-end clients who are especially sensitive to this phenomenon).

Let’s dive into what commission breath really is, how it creeps into your business, and most importantly, how to get rid of it for good. 👇🏼

What Is Commission Breath?

Picture this: you’re meeting with a potential client, and instead of having a genuine conversation about their needs, the entire focus is on closing the deal. 

You’re pushing hard, suggesting options, and throwing in lines that you think will get them to sign on the dotted line. 

But instead of getting closer to a sale, you notice your client pulling away. 

You’re getting polite but distant responses, and the deal is slipping through your fingers. What’s going on?

☝🏼That’s commission breath in action.

Clients, especially premium ones, have an intuitive sense when someone is selling from a place of desperation. It makes them uncomfortable and skeptical. 

The moment a client feels like they’re just a number or a paycheck to you, the trust dissolves, and so does the potential deal.

And here’s what’s even worse…

A lot of agents don’t even realize they’re doing it. Why? Because the industry has conditioned them to believe that aggressive, old-school sales tactics are the way to close more deals.

Post every listing. Go door-knocking. Cold-call a hundred leads a day. Put a call to action on every single post you make.

Sound familiar?

These methods might have worked in the past, but today, they’re part of the problem, not the solution.

The Root of the Problem

Commission breath doesn’t just show up out of nowhere. It’s a product of outdated sales tactics that have been passed down for decades.

Many agents are still trained to use hard-hitting strategies like cold-calling and door-knocking because that’s what their brokerage taught them. The problem is that these techniques are designed to make you chase clients—constantly.

And when you’re always chasing, you’re always desperate for the next sale.

When you’re scrambling to close every single deal, your clients can feel it. 

Instead of offering genuine advice and building a relationship, it becomes clear that all you want is their signature. Clients can tell when they’re just a transaction to you, and they don’t like it. 

Especially in today’s market, where trust and authenticity are everything.

This desperate need to close every deal often stems from a scarcity mindset – the belief that there aren’t enough clients to go around. 

How to Avoid Commission Breath As A Real Estate Agent

The best way to avoid commission breath is by building a pipeline of high-quality leads. 

When your pipeline is full, you’re not reliant on closing every single deal. 

You can show up to conversations with potential clients relaxed and confident, knowing that you don’t need this one deal to survive. 

And when you’re calm, your clients can feel that energy. It creates space for genuine interactions, trust-building, and ultimately, better conversions.

So, how do you fill that pipeline? The answer lies in digital marketing and content creation.

The Power of Content Marketing

Instead of relying on old-school tactics like cold-calling or door-knocking, real estate agents today have the opportunity to leverage content and digital marketing. 

Digital marketing allows you to build relationships at scale. By consistently creating valuable, relevant content—whether that’s through social media content, videos, or email campaigns —you position yourself as an expert in your field. 

You’re not chasing clients anymore, they’re coming to you. And when they do, they’re already primed and interested in working with you.

This shift to inbound marketing is powerful because it completely changes the dynamic between you and your clients.

When clients come to you after consuming your content, they’re not interviewing a dozen different agents looking for the lowest price. They’ve already bought into your expertise and the value you provide. 

They’re interested in you. 

And when that happens, commission breath doesn’t even come into play.

Restoring the Power Balance

When you’re constantly chasing clients, the power balance is off. 

You’re the one calling, texting, following up, and hoping they’ll choose you. 

But when clients come to you after engaging with your content, that dynamic flips. 

They’re the ones asking to work with you. They’re invested in your process, your approach, and your expertise.

And here’s the best part: when the clients come to you, your conversion rates significantly increase. 

They’re not talking to five other agents. They’re not looking for the best deal. 

They’ve already decided they want to work with you. 

All you have to do is guide them through the process, and the sale is practically secured.

Say Goodbye to Commission Breath

When you fill your pipeline with high-quality leads through content and digital marketing, commission breath disappears. 

You’re no longer in a position of desperation, scrambling to close every deal. 

Instead, you’re in control. Clients are coming to you, already excited to work with you, and the conversations you have are based on trust and mutual respect – not pressure.

So, if you want to avoid commission breath, it’s time to stop relying on outdated sales tactics and start leveraging the power of digital marketing. 

Build a pipeline of leads who come to you, not because you chased them down, but because they trust you and see the value in what you offer.

That’s how you create a business that thrives—without the desperate energy, without the hustle, and without commission breath.

The Listings Lab can help you fill your pipeline with qualified leads. If you’re ready to stop chasing clients and start attracting them, book a call with our team to see how we can get more appointments on your calendar – without time-consuming or old-school tactics.

Feeling stuck at 6-figures?

When you hit a plateau in business, you might think adopting a shiny new strategy is the way to push past it. 

But the real truth? 

Business strategy is everywhere.

It’s in books, podcasts, Facebook – everywhere.

Information isn’t what’s holding you back. 

Instead, it’s your mindset. 

The way you show up and think about your business is probably what’s actually keeping you stuck. 

If you want to scale to 7-figures, it’s time to start thinking like a 7-figure agent. 

Let’s explore the mindset shifts 6-figure agents need to adopt to break into 7-figure territory. 👇🏼

7-Figure Agents Love Business (Not Just Real Estate) 

Most 6-figure agents think of themselves as self-employed. 

They love the flexibility of their job, their salary, and the ins and outs of selling real estate. 

But they don’t necessarily think of themselves as an entrepreneur. 

When you’re serious about hitting 7-figures, being excellent at real estate isn’t enough. 

You have to fall in love with the business of real estate as well. 

It’s fine to be self-employed.

But you can’t keep the same self-employed mentality if you want to scale. 

There are limits to what you can do as a self-employed agent.

And for 6-figure agents, those limits become painfully apparent when they need to focus on foundational business-building activities. 

Most 6-figure real estate agents hate the systems, the tracking, the hiring, the content creating…

They hate all the things that they need to be doing to scale. 

So they simply don’t do it.

You have to develop a relationship with the business side of things to have a real business.

You have to be working ON the business, rather than IN the business.

Otherwise, you’ll always have just a successful 6-figure hustle. 

7-Figure Agents Upgrade Their Business Model

One of the biggest mindset misconceptions agents have when going from 6- to 7-figures is they just have to do more of what they’re already doing. 

It’s easy to believe that you just have to get more leads, put in more hours, and really double down on your current strategies. 

But that’s simply not how it works. 

What gets you to 6-figures won’t get you to 7-figures. 

To make that jump, you have to break your current system and rethink your entire approach. 

It might feel like you’re starting from scratch, but think of it like a video game:

You’ve mastered the first stage, but the rules and challenges shift when you level up.

Reaching 7-figures takes a whole new business model, different skills, and a fresh mindset. 

You have to evolve your approach, or you’ll stay stuck where you are. 

7-Figure Agents Have An Investor’s Mindset

As a business owner, you must know how to manage your resources. 

Most importantly, this includes managing your money. 

To make the jump from 6- to 7-figures, you need to start handling your resources with an investor’s mindset. 

For example, most 6-figure agents use 100% of their commissions as their personal income. 

Then, they use the money to upgrade their lifestyle – a new car, a bigger house, fancier vacations, etc. 

This is known as lifestyle creep. 

But, as soon as you decide you’re going to scale your business, you have to separate your business money from your personal money. 

Start paying yourself a salary from your commission and allocate the rest to reinvest in your business.

You can’t allow lifestyle creep to become your new normal. 

Instead, when you make the decision to scale, you have to pull your lifestyle back a bit. 

This can be difficult – especially when you don’t come from a background of tremendous wealth.

It can be tempting to spend money on things that make you *look* like you’re successful. 

But you have to shift your mindset from just looking wealthy to building your wealth. 

This way, you have the resources to put money into upgrading your systems, tools, and support that you need to scale your business to 7-figures. 

7-Figure Agents Embrace Long-Term Thinking

For 6-figure agents, everything feels urgent.

Your days are spent putting out fires and panicking about where your next client is coming from. 

You’re constantly juggling tasks instead of making real progress towards long-term goals. 

Because of this, you resist working ON your business because you’re worried it will take away from bringing in new clients. 

Then, you’re stuck in a never-ending cycle. 👇 

You spend all your time doing business, leaving no time for the business itself. 

But when you neglect working on your business, you have to hustle so much harder just to get more deals.

This leads to poor, short-term business decisions just to stay afloat.

7-figure agents, on the other hand, understand the value of long-term thinking. 

They have a plan and they understand the value of sticking to it. 

For example, long-term thinking might mean turning down a client in the short-term because they’re not an ideal fit. 

This way, you’re free to use that time to work on your marketing and attract more perfect-fit clients. 

Meanwhile, an agent only thinking in the short-term would take on a non-ideal client because they need the money – even if it goes against their ultimate vision. 

To reach 7-figures, you have to start thinking proactively. 

Stop guessing and take intentional steps to scale your business. 

7-Figure Agents Confront Their Money Mindsets

Everyone has a financial “set point” – a level of wealth that feels safe and comfortable.

When running a business, it’s natural to want to increase this set point.

However, many entrepreneurs find themselves unconsciously resisting growth due to deeply ingrained beliefs about money and success.

These beliefs, or “money stories,” often manifest as seemingly logical thoughts.

For example, “I’m comfortable at 6-figures because 7-figures will mean less time with my family.” While these stories feel true, they’re usually not grounded in reality and can limit your potential for growth.

To reach higher levels of success, you must challenge these limiting beliefs.

Many people associate growth with increased stress and settle for their comfort zone.

However, scaling a business isn’t about working harder or doing more of the same. Instead, it involves adopting new strategies, mindsets, and habits that allow you to scale with ease.

Confronting your money stories is the first step in breaking through self-imposed limitations.

By examining and questioning these beliefs, you open yourself up to new possibilities and allow your business to grow beyond your current comfort zone.

7-Figure Agents Don’t See Themselves As A Victim Of Their Business

Many 6-figure earners find themselves trapped in a cycle of blame, pointing to external factors like market conditions or fierce competition to explain their income plateau.

This tendency to deflect responsibility often stems from seeing oneself as powerless against external factors, rather than as the primary driver of their business success.

However, the hard truth is that you’re only a victim of your own past decisions.

Even if the market shifts or interest rates rise, it’s the choices you make that determine the outcome. 

Did you plan ahead? 

Did you prioritize marketing or tax planning? 

If not, the responsibility lies with YOU.

7-figure earners understand this. 

They don’t waste time pointing fingers. They focus on their next move. 

Every decision, good or bad, can be corrected. 

What matters is owning those choices and making better ones moving forward.

7-Figure Agents Surround Themselves With Other Top Performers

When you decide you want more from your business, you have to stop doing what everyone else is doing. 

You can’t just sit back and be content staying around average agents and expect to make it to 7-figures. 

It’s easy to get stuck in the same mediocre conversations, complaints, and habits.

But the more time you spend around average agents, the harder it will be to pull yourself out of that mentality. 

Instead, you have to break away from the pack. 

7-figure agents know they need to surround themselves with innovators. 

Even if that means looking outside of the real estate industry for inspiration. Who can you connect with who’s pushing boundaries and thinking differently?

The most successful agents understand that innovation won’t come from staying in your comfort zone. 

7-Figure Agents Take Action Before They’re Ready.

You’re never going to feel ready to level up to 7-figures. 

But just remember: There’s always going to be something that holds you back. 

Maybe you’re waiting for more money in the bank or more consistency in your business.

Being ready isn’t a feeling. It’s a decision. 

You have to start implementing the mindset and actions needed for success, even before you feel prepared. 

It’s not about waiting to reach a certain milestone. 

It’s about creating 7-figure habits and patterns now.

Taking action before you’re ready is what sets the stage for your business to evolve from 6-figures to 7-figures.

Because if you keep waiting until the “perfect moment,” you’ll likely be too late. 

7-Figure Agents Follow A Plan Rather Than Searching For Quick Solutions

As you work to scale your business to 7-figures, it’s easy to be lured by “quick solutions.” 

A common example I see is agents deciding to hire a business partner. 

Feeling overwhelmed by the responsibilities of being a CEO, they think a partner will lighten the load.

But here’s the problem: without clear roles, this often fails. Instead of gaining support, both end up doing the same tasks, which doesn’t push the business forward.

What you really need is to strategically fill the gaps in your team. 

Invest in mentorship to learn how to build out your team in a way that addresses specific needs, allowing you to focus on the high-level work required for 7-figure growth. 

Connect with other high-level entrepreneurs so that being a CEO feels less lonely instead of trying to abdicate your responsibilities to a business partner.

By creating and executing a plan, you’ll prepare your business to handle the demands of scaling without relying on shortcuts or hoping things fall into place.

7-Figure Agents Don’t Subconsciously Block Business

Most 6-figure agents think their biggest problem is leads. 

But ask yourself, if someone dropped 50 new clients on you today, could you service them at the level you want?

Without the right tools, systems, and foundations in place, the answer is probably no. 

You’d end up making rushed hiring and business decisions, leading to burnout.

That’s the key difference between the 6-figure and the 7-figure mindset. 

A 6-figure agent may be constantly focused on finding new leads but lack the foundation to handle them.

Because of that, they’re subconsciously blocking their business from growing. 

Instead of only focusing on lead generation, you have to also be working on your foundations, systems, and team so you can confidently handle the growth you’re aiming for. 

You might think marketing is the problem, but a 7-figure agent recognizes that it’s not the only issue. 

If your business isn’t prepared to deliver, you’ll subconsciously block new income and clients from coming in. 

You’ll keep saying you want more leads, but deep down you know you’re not ready to handle them.

To scale to 7-figures, you need to look at all the parts of your business as a whole, not just chase the revenue more leads can bring.

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Making the shift from a 6-figure to a 7-figure real estate business isn’t about working harder.

It’s about radically shifting your mindset and being willing to operate differently.

When you focus on long-term growth, embrace the business side of real estate, and set up a solid foundation, scaling becomes the natural next step. 

At The Listing Lab, we help agents set up the tools and systems they need to scale their business. 

We teach them how to set up an effective marketing foundation, gain a steady stream of high-quality leads, and put systems in place to consistently grow their revenue to 7-figures. 

So, stop letting your limiting beliefs hold you back!

Click here to apply to join The Listings Lab and start your journey to 7-figures and beyond.

Picture this: You’ve been steadily growing your real estate business. 

You’ve even got a decent stream of income now – maybe for the first time in a while. 

But somehow, you’re still living paycheck to paycheck. 

You’re probably thinking, how? 

How can I be pulling in a decent income and still be so stressed about money?

Sound familiar?

It all comes down to how you think about money. 

Many agents focus on hustling to earn more, but overlook building real, lasting wealth. 

In this blog post, I’m going to show you how to stop that cycle – once and for all.  

I’ll go over the common money mistakes that are holding you back and my personal tips for how to invest to build wealth through real estate. 

Let’s get to it! 

Examining Our Childhood Money Stories

First, let’s examine why you view money the way you do. 

Many of our beliefs surrounding money were deeply ingrained in us from childhood. 

It doesn’t matter if you came from money or if money was always tight. 

Maybe your family went back and forth between periods where things were good and periods where they were watching every penny. 

Either way, those experiences stick with you. 

And now, the thoughts and emotions from those memories often shape our financial decisions – without us even realizing it. 

It’s easy to let old patterns repeat themselves when we don’t understand our money stories. 

For example, if you grew up in a household where money was always tight, you might have witnessed your parents struggling. 

Maybe they were constantly arguing over bills or stressed about making ends meet. 

As an adult, this might show up as hoarding money – afraid to invest or spend because you fear experiencing those tough times again. 

Or maybe, the opposite happens.

Maybe you hated the feeling of never having enough as a child, so now you’ve swung to the other side of the pendulum. You spend money as soon as you get it to avoid that feeling of scarcity.

Either way, recognizing these types of patterns is the first step to building wealth. 

The Real Estate Lifestyle Trap

I got my real estate license when I was just 21 years old. 

When my first commission check of $30,000 came in, I spent it exactly how you would think a 21-year-old would. 

In my young life, I had never had that much money go into my bank account at one time. 

And it was amazing how fast I spent it. 

As quickly as the money hit my bank account, it was gone. 

I fell into the common pattern of lifestyle creep, which is particularly common among real estate agents. I call it the real estate lifestyle trap.

Lifestyle creep happens when you start earning more and start upgrading your lifestyle to match your income. 

The things that you used to consider luxuries are now your new necessities.  

For me, it was designer shoes. 

For you, it could be refreshing your entire wardrobe, upgrading to a fancier car, or buying a bigger house.

Remember this: It’s easy to fall into the trap of overspending, but the real win is creating a sustainable financial future for yourself.

Don’t spend more than you have and be sure to always to keep room in your business savings.

Why Money Management Matters as a Real Estate Agent

In real estate, the reality is that not every year is going to be your best year. 

Markets can change, and suddenly money might be tighter than usual. 

When this happens, agents often start cutting back on their business expenses instead of their lifestyle. This is the wrong move. 

They’ve allowed the lifestyle creep to become their new normal. 

And suddenly, the money that could have been reinvested into their business to get things back on track has disappeared. 

This is what happens when agents design their spending plans based on their best year ever. 

Just because you had a good year once or twice, doesn’t mean you can keep up that same level of spending indefinitely. 

Without proper money management, you’ll have nothing left to invest in the business for future growth. 

And that’s where the serious problems begin. 

When you prioritize lifestyle upgrades over reinvesting in your business, you stunt its potential. 

To build long-term wealth through real estate, you need to manage your money wisely. 

Find the balance between living the lifestyle you want while making sure you have the resources to invest in your business’s growth.

5 Mistakes Agents Are Making With Their Money 

Even the most experienced real estate agents make money mistakes that hold their business back.

Whether it’s overspending or letting outside influences affect your decisions, these can seriously hurt your long-term success. 

Let’s take a look at 5 of the most common mistakes I see agents making with their money.

Recognizing them can help you build a solid foundation of wealth for your financial future.

Mistake #1: Not Separating Personal & Business Money 

The difference between being a real estate agent and being a real estate business?

A real estate business deposits all business revenue into a business account and then from that, pays themselves a salary.

As a real estate business, your business money is NOT your personal money. 

If your commissions equal your entire income, you will always take from your business. 

Rather than investing back into the business, you see all income as your personal income – and fall victim to lifestyle creep. 

To solve this, you HAVE to separate your money – one business account and personal account.

The most successful entrepreneurs put their business growth FIRST and their lifestyle upgrades SECOND. 

They cut back in their personal lives to make sure their business stays safe.

Not the other way around. 

Mistake #2: Caring Too Much About “Looking” Successful 

Many real estate agents feel the need to look the part of success.

They spend more money than they should on luxury cars and designer brands.

All so everyone around them knows how successful they are. 

This is different from simply enjoying wearing fun or fancy clothes. 

It’s not a reflection of any personal values. 

It’s simply driven by the desire for the approval of others.

But always trying to impress others drains your money fast. 

Instead of chasing appearances, focus on building money management skills that create a solid financial foundation. 

Remember: True success isn’t about how others see you — it’s about how secure and confident you feel in your future.

Mistake #3: Letting Their Partner Influence Business Finances

Whether you’re married or not, your partner has no say in how you spend in your business.

This comes back to the importance of separating your business money and personal money. 

It’s common for agents to let their spouses or partners weigh in on big financial decisions. 

However, unless they’re a licensed realtor and your business partner, their opinion doesn’t matter. 

Your business is YOUR business. 

The decisions you make in it are crucial for your success, how you scale, build your brand, and create the legacy you want for your future. 

Mistake #4: Recklessly Spending Without Strategy

Many agents spend irresponsibly.

Take marketing, for example. There are agents who pour tons of money into things like postcards and simply hope for the best. 

They might land one deal out of it and call it a success – even if they just break even. 

But breaking even isn’t enough. 

If you’ve been sending postcards consistently for 12 years and have gotten 27 deals out of it, the ROI just doesn’t add up. You could easily 25x that with digital marketing. 

Without a clear strategy, these random investments won’t build lasting wealth. 

The goal of your business spending should always be to see at least a 10x return – not to just cover the cost you spent.

So, the next time you have to make a big financial decision, ask yourself, “Is this the most effective way to scale my business? Will this 10x my ROI?”

You can have all the things you want in your personal life if you’re strategic about it. 

You have to be willing to do the same in your business. 

Mistake #5: Not Knowing Your Financial Set Point

Everyone has a set point in their bank account that makes them feel comfortable. 

When you dip below it, you start to get uncomfortable and hustle and save to reach that point again. 

But when you’re above it, it can trigger unconscious spending and bring you back down. 

Though it’s typically not something you actively think about, your set point affects your spending and saving habits. 

The key is to know what that number is and how it impacts your behavior. 

As business owners, your goal is to gradually raise your set point over time. 

The key to scaling your business is increasing your minimum standards. 

Where to Invest to Build Wealth

Just like managing your business finances, investing requires a clear strategy.

But before selecting what kind of investment to make, you need to know your goals. 

Ask yourself:

• What are my personal goals?
• Where do I see myself in a few years?
• Do I want to continue working or aim for early retirement?

Not every investment will align with where you want to be.

Once you’re clear on your goals, then decide what investments will be the best options to help you build your wealth and reach your vision. 

Here are 4 of my personal favorite investment options:

Passive Investments

When most people think of passive investing, they think of investing in real estate.

But let me tell you…

Investing in real estate is not passive. 😅

Personally, being a residential landlord and receiving late-night maintenance calls is not my idea of how passive investing should feel.

I consider passive investments things that generate income without your constant involvement. 

Think REITs (Real Estate Investment Trusts) or investment funds – things that give you steady returns without your active participation. 

With these, you can enjoy the benefits of investing without sacrificing your time and peace of mind.

Skills 

Investing in yourself is one of the most valuable choices you can make.

Skills are assets that no one can take away from you.

Even if markets crash or life throws unexpected challenges, your skills are what keep you prepared.

Whether it’s sales, marketing, or leadership, developing your abilities gives you the resilience to rebuild, no matter what happens.

Your Audience

Your audience is one of your biggest assets.

You need to be properly nurturing them and guiding them through your funnel. 

And I don’t just mean your followers on social media. 

Social media is rented land. You never know when your account could randomly be deactivated.

Instead, consider investing in your email lists and your client database. 

These are audiences that you own, and they can never be taken from you. 

“Boring” Businesses

Don’t overlook investing in simple, essential businesses. 

Things like self-storage, laundromats, trailer parks, and even vending machines aren’t exactly fun and exciting. 

But they are necessary and needed and can generate consistent income. 

Plus, they don’t need much oversight, which is great for low-maintenance returns. 

Bottom Line: Your Real Estate Business Doesn’t Exist Just To Fund Your Lifestyle

Your real estate business isn’t here just to fund your lifestyle. 

If you keep using commission checks to buy new clothes, cars, or designer brands, you’ll always be stuck in the same cycle. 

You’ll be working forever with no real wealth to show for it. 

Your real estate business can be the vehicle for everything else that you want to do – including building long-term wealth – if you’re strategic. 

The key is managing your income wisely and invest it into areas that will produce long-term growth. 

NOT spend it on short-term luxuries.

Sacrificing your lifestyle now can set you up for bigger rewards later. 

It all comes down to making smart choices with your money. 

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If you focus on strategically managing your money and investing properly for your real estate business, you’ll set yourself up for building wealth and financial freedom.

So, the real question is: do you want to look wealthy today, or do you want to be wealthy in the future?

The choice is yours.

At The Listings Lab, we can help you learn the skills you need to market your business, land consistent deals, and grow your income to 7 figures. 

Are you ready to have your real estate business be the start of your wealth journey? 

Click here to book a FREE call with our team and take the first step towards building wealth and creating lasting financial freedom.