Game Plan 2027

I want to ask you a question.

And I don't want you to give me the answer you think you're supposed to give.

I want you to actually stop and examine your life.

How's the real estate industry's programming working out for you?

Not just financially.

Personally.

Emotionally.

Physically.

In your relationships.

In your ability to enjoy your life.

In your ability to wake up in the morning without feeling like you're already behind.

For decades, the real estate industry has been telling you what success looks like, what you should be doing, how hard you should be working, and what you need to accomplish.

And you've been listening.

You've attended the conferences. You've listened to the podcasts. You've read the books. You've followed the top producers. You've adopted the scripts, strategies, systems, and productivity plans.

You've been told to think bigger, work harder, prospect more, expand your database, increase your market share, build your brand, grow your team, and never take your foot off the gas.

And when that doesn't produce the results you want?

You know the answer.

DO MORE.

Well, I have another question.

WHAT IF THE VERY THINGS YOU'VE BEEN TAUGHT TO DO TO BECOME SUCCESSFUL ARE THE THINGS PREVENTING YOU FROM PERFORMING AT YOUR HIGHEST LEVEL AND ENJOYING YOUR LIFE?

That's what we're going to explore at Game Plan 2027.

And I want to be perfectly clear.

This is not another real estate conference.

This is not two days of speakers teaching you how to win more business.

There are plenty of conferences that will teach you that.

P.S. If more information were the answer, this industry would have solved its productivity problem decades ago.

LEARN MORE ABOUT GAME PLAN 2027

The Industry Has Convinced You That More Is Always the Answer

More leads.

More calls.

More appointments.

More marketing.

More social media.

More transactions.

More agents.

More systems.

More technology.

More money.

More. More. More.

When was the last time someone in this industry told you that you might actually be doing too much?

When was the last time someone suggested that your problem might not be a lack of opportunity, but your inability to focus on the opportunities you already have?

When was the last time someone told you to stop?

Stop adding.

Stop chasing.

Stop reinventing.

Stop complicating.

Stop confusing activity with accomplishment.

Here's something I believe with every fiber of my being.

More is never the answer to not enough.

Because if your underlying belief is that you don't have enough, how exactly is getting more going to solve that problem?

How much is enough?

Twenty transactions?

Fifty?

A hundred?

A million dollars in income?

Two million?

At what point do you finally get to say, "I'm good"?

If the answer is always somewhere in the future, you're playing a game you cannot win.

And here's the irony.

Your constant pursuit of more may be preventing you from getting better at what you're already doing.

More gives you something new to think about. Reduction leaves you with something important to do.

You've Become a Hostage to Being Busy

This one is particularly destructive.

The industry has conditioned agents to believe that being busy is evidence of being productive.

And that not being busy is dangerous.

You should always be prospecting.

Always following up.

Always networking.

Always marketing.

Always looking for the next opportunity.

Always doing something.

God forbid you have an open afternoon.

God forbid you take a day off.

God forbid you sit quietly without feeling the need to check your phone.

Because somewhere in the back of your mind, there's a voice telling you:

You should be working.

Someone else is out there getting business while you're sitting here.

If you slow down, you're going to fall behind.

If you stop, the business will disappear.

Sound familiar?

You have become a hostage to the belief that your survival depends on being busy 24/7.

And the really disturbing part?

You may not even know what you're accomplishing with all that activity.

You're just afraid to stop.

Busy has become your security blanket.

It gives you the feeling that you're doing something to protect yourself from an uncertain future.

But being busy doesn't eliminate uncertainty.

It just keeps you occupied enough that you don't have to confront it.

Being busy can become a form of relief, not resolution.

Here's a question worth considering.

If you were genuinely confident in your business, your relationships, your processes, and your ability to perform, would you still feel the need to be busy every waking minute?

Or would you be able to do what matters, finish your work, and go enjoy your life?

You're Constantly Comparing Yourself to Everyone Else

You open Instagram.

Someone just closed a $10 million listing.

Someone else had their best month ever.

Another agent just hired five people.

Someone is celebrating an award.

Someone is speaking at a conference.

Someone just made the top 1% of something.

And what happens?

Instead of simply acknowledging someone else's accomplishment, you start evaluating yourself.

Why aren't I doing that?

Why am I not further along?

What am I missing?

Maybe I need to work harder.

Maybe I'm not as good as I thought.

You were having a perfectly good day until you saw what someone else was doing.

And suddenly, your own accomplishments don't seem quite so impressive.

Think about how absurd that is.

Someone else's success has somehow become evidence of your inadequacy.

Who decided that?

Who told you that you were supposed to be playing their game?

Who decided that their goals should become your standards?

And why are you allowing people who know absolutely nothing about your life to determine how you feel about yourself?

Here's another question.

How much of your ambition is genuinely yours?

And how much is driven by the fear of falling behind?

Those are two very different motivations.

No Matter What You Accomplish, It's Never Enough

This is where the industry programming gets really ugly.

You set a goal.

You work hard.

You accomplish it.

You feel good.

For about fifteen minutes.

And then what happens?

You raise the goal.

You sell 25 homes.

Now you want 40.

You make $500,000.

Now you want a million.

You make a million.

Now you want two.

You build a successful team.

Now you want a bigger team.

You reach the top of your market.

Now you want to dominate another market.

And on and on it goes.

There's nothing inherently wrong with wanting to grow.

There's nothing wrong with setting ambitious goals.

But there is something worth examining when your ability to feel good about yourself depends on constantly achieving something you haven't achieved yet.

Because then success isn't something you experience.

It's something you chase.

And the moment you catch it, you move it further away.

You've created a life in which you're always coming up short in your own mind.

Not because you're failing.

But because you've designed a game where nothing is ever enough.

You are using achievement to solve a self-worth problem.

And achievement cannot do that job.

You've Confused Your Production With Your Identity

How many transactions did you close?

What's your volume?

What's your GCI?

Where do you rank?

Are you a top producer?

Are you on the leaderboard?

Notice how rarely the industry asks:

Are you happy?

Are you healthy?

Are you enjoying your family?

Are you proud of how you're conducting yourself?

Are you becoming a more capable human being?

Are you building meaningful relationships?

Are you living according to your standards?

Instead, we've created an environment in which agents are constantly being evaluated by production.

And somewhere along the way, many agents stop distinguishing between their results and their identity.

When production is up, they feel successful.

When production is down, they feel like failures.

When they win a listing, they're confident.

When they lose a listing, they question themselves.

When a client chooses them, they feel validated.

When a client chooses someone else, they feel rejected.

Their emotional well-being has become dependent on outcomes they do not control.

And then they wonder why real estate is so stressful.

Your production is a result.

It is not your identity.

Your ranking is a result.

It is not your identity.

Your income is a result.

It is not your identity.

The results are the results.

The question is whether you can see them clearly, learn from them, and continue to act according to your standards without turning them into a judgment about who you are.

You've Become Afraid to Say No

The phone rings.

A potential listing.

A buyer referral.

A lead from someone you barely know.

A seller who wants you to discount your commission.

A buyer who refuses to follow your advice.

A client who expects you to be available at all hours.

And what does the industry tell you?

Take the opportunity.

Convert the lead.

Get the appointment.

Win the listing.

Close the deal.

Because you never know where your next transaction is coming from.

So you say yes.

Yes to people you shouldn't work with.

Yes to circumstances you know aren't right.

Yes to commission arrangements you don't believe in.

Yes to expectations you cannot reasonably fulfill.

Yes to situations that violate your standards.

And why?

Because you're afraid of what might happen if you say no.

You have confused the existence of an opportunity with an obligation to pursue it.

And every time you compromise your standards to secure an outcome, you reinforce the belief that you cannot afford to operate any other way.

Your business will rise to the level of your standards and fall to the level of your compromises.

You Think You're Supposed to Control the Outcome

This is one of the industry's greatest illusions.

Agents are taught to control conversations.

Control objections.

Control negotiations.

Control the client.

Control the process.

Control the outcome.

And when the outcome doesn't go their way, they assume they did something wrong.

They should have said something different.

They should have followed up sooner.

They should have pushed harder.

They should have been more persuasive.

Maybe.

Or maybe the client simply made a different decision.

Maybe the market changed.

Maybe the circumstances changed.

Maybe the outcome was never yours to control in the first place.

Think about the enormous amount of energy you spend trying to control things that are fundamentally outside your control.

And think about what that does to your ability to be present.

You're not listening to understand.

You're listening for an opportunity to influence.

You're not discovering what matters to the client.

You're looking for a way to get the client to do what you want.

You're not fully experiencing the conversation.

You're mentally racing ahead to the outcome.

And the more attached you become to that outcome, the less capable you may become of responding appropriately to what's actually happening.

Control your choices. Influence what you can influence. Discover what unfolds.

That's a very different operating system.

You're Waiting to Feel Confident Before You Act

How many times have you told yourself:

I'll make the calls when I feel more confident.

I'll have the commission conversation when I feel ready.

I'll raise my standards when I have more business.

I'll take time off when I have more money.

I'll make the change when things settle down.

And when exactly is that going to happen?

When is the market going to eliminate uncertainty?

When are clients going to become completely predictable?

When are you going to wake up and suddenly feel comfortable doing everything that currently makes you uncomfortable?

The industry sells confidence as if it were something you acquire before taking action.

But what if you've got it backward?

What if you develop confidence by repeatedly doing what matters, even when you're uncomfortable?

What if your job isn't to eliminate fear?

What if your job is to stop allowing fear to determine your actions?

You don't have to feel confident to act according to your standards.

You have to be willing.

And you have to practice.

You Keep Looking for the Next Thing That Will Fix Everything

Every year, agents attend conferences looking for the next breakthrough.

The next lead-generation system.

The next technology platform.

The next marketing strategy.

The next productivity hack.

The next script.

And for a few days, they're excited.

They're motivated.

They have a notebook full of ideas.

They can't wait to get home and implement everything.

And then?

Life happens.

The market happens.

Clients happen.

Fear happens.

Old habits happen.

And within a few weeks, they're right back where they started.

So what do they do?

They sign up for another conference.

Here's the question nobody wants to confront.

What if you already know enough?

What if your problem isn't a lack of information?

What if your problem is that you haven't developed the ability to consistently execute what you already know?

What if you don't need another strategy?

What if you need to become a different player?

You've Postponed Enjoying Your Life Until Some Imaginary Future

This may be the most expensive belief of all.

I'll relax when I hit my goal.

I'll take that vacation when business improves.

I'll spend more time with my family when I get through this busy period.

I'll start taking care of myself when things settle down.

I'll enjoy life when I have enough money.

There's always a reason to postpone living.

And the reason usually sounds responsible.

You're building your business.

You're providing for your family.

You're securing your future.

You're making sacrifices now so you can enjoy life later.

But here's the problem.

Later is not a place you eventually arrive.

When later arrives, it arrives as now.

And you bring the same beliefs, fears, habits, and patterns with you.

If you don't know how to enjoy your life now, what makes you think another 20 transactions will teach you?

If you don't know how to stop working now, what makes you think another million dollars will give you permission?

If you don't know how to feel that you're enough now, what makes you think a production award will change that?

You can spend your entire career preparing to enjoy a life you never actually allow yourself to experience.

And one day, you may look back and realize that you were so busy trying to build a successful life that you missed much of the life you were building it for.

Let Me Introduce You to Someone Who Is Playing a Different Game

I want to tell you about a conversation I recently had with one of my coaching clients, Zach Zeldner.

Zach has been in real estate for 21 years. He and his team complete over 100 transactions a year, and he's on track for his best year ever.

But what interests me most about Zach isn't his production.

It's how he operates.

In approximately three years of coaching, Zach has never once asked me for a new idea.

Not once.

No new lead-generation strategy.

No new marketing gimmick.

No new shiny object.

Nothing.

Think about how unusual that is in real estate.

Zach has spent years developing a business around a few fundamental principles.

Cultivating relationships.

Delivering an exceptional client experience.

Implementing process.

Preparing.

Practicing.

Communicating clearly.

And doing those things again and again and again.

During our recent coaching call, Zach talked about his business, his standards, his approach to clients, and how he has learned to operate differently.

I strongly encourage you to listen to this conversation.

Not because Zach has some secret formula for selling more real estate.

But because I want you to hear what it sounds like when someone stops chasing more and starts focusing on what matters.

LISTEN TO MY CONVERSATION WITH ZACH – CLICK HERE

One of the stories Zach shared involved a significant listing opportunity he recently turned down.

The prospective seller wanted to dictate how Zach would do his job.

Zach politely declined.

He walked away.

Think about that.

He didn't need to convince himself that he could somehow make it work.

He didn't abandon his standards because there was a commission on the line.

He simply recognized that it wasn't the right business for him.

He knew what game he was playing, he knew his standards, and he acted accordingly.

Zach also talked about protecting his time, taking care of himself, running, practicing yoga, and preparing himself to perform.

He understands that the player comes before the performance.

And he understands that building a successful business shouldn't require sacrificing the life that business is supposed to support.

Here's why I'm telling you this.

Zach will be one of our speakers at Game Plan 2027.

Not because I want him to teach you how to sell 100 homes.

Not because I want you to copy his business model.

But because I want you to understand how someone can develop the ability to operate at a high level without becoming a hostage to the industry's obsession with more.

The real story isn't how much business Zach does. It's who he has become and how he experiences doing that business.

That's the distinction I want you to consider.

Now, Let's Ask the Real Question

I'm not suggesting that every successful agent is miserable.

I'm not suggesting that ambition is bad.

I'm not suggesting that hard work is unnecessary.

And I'm certainly not suggesting that making money doesn't matter.

I'm asking you to examine something much more fundamental.

Is the operating system you've been programmed to run actually working for you?

Not according to the industry.

According to you.

Are you becoming more capable?

Are you developing your skills and abilities?

Are you performing at your highest level?

Are you cultivating meaningful relationships?

Are you acting according to your standards?

Are you able to experience uncertainty without being consumed by it?

Are you enjoying your life?

Or have you become so conditioned to chase more that you've lost the ability to recognize what matters?

Maybe you're making more money than you ever imagined.

But you're also more anxious.

More distracted.

More exhausted.

More impatient.

More attached to outcomes.

More afraid of losing what you've built.

More convinced that whatever you're doing isn't enough.

Is that success?

And perhaps the most confronting question of all:

What if you are not the victim of the real estate industry? What if you have become an active participant in perpetuating the very beliefs that are making your life more difficult?

Nobody is forcing you to compare yourself to other agents.

Nobody is forcing you to chase every opportunity.

Nobody is forcing you to work seven days a week.

Nobody is forcing you to define yourself by your production.

Nobody is forcing you to postpone your life.

Those are choices.

They may be deeply conditioned choices.

They may feel automatic.

They may be driven by fear.

But they are still choices.

And that means you can begin making different ones.

This Is Why Game Plan 2027 Exists

Game Plan 2027: Rewrite the Operating System You Run Your Business From.

We are not bringing you to Los Angeles for two days to give you another collection of ideas about how to sell more real estate.

We are going to challenge the very assumptions you've been using to run your business and your life.

We're going to examine four fundamental dimensions.

THE GAME — Do You Know What Game You're Playing?

Not the game the industry tells you to play.

Not the game of rankings, awards, comparisons, and endless production goals.

Your game.

What matters to you?

What are you really trying to accomplish?

What does success look like when you stop measuring your life against everyone else's?

THE PLAYER — Who Are You Becoming?

Your skills.

Your abilities.

Your effort.

Your habits.

Your self-belief.

Your capacity to deal with discomfort and uncertainty.

Are you becoming more capable, more skillful, more disciplined, and more comfortable with the uncertainty that comes with being alive?

Or are you constantly looking for something outside yourself to make the game easier?

THE PERFORMANCE — Can You Make the Play?

I played four years in the NFL for Don Shula.

One of the greatest lessons I learned from Coach Shula was that preparation and performance are two different things.

You can practice all week.

You can study film.

You can know your assignment.

You can be physically and mentally prepared.

And then Sunday comes.

And the game doesn't unfold the way you expected.

The other team does something different.

The play breaks down.

You're tired.

You're uncomfortable.

You're under pressure.

And now you have to perform.

As Coach Shula would say:

"Make the fricken play."

Not when you feel like it.

Not when the circumstances are perfect.

Not when everything goes your way.

Now.

Real estate is no different.

Can you perform at your highest level when the client says no?

When the deal falls apart?

When your income drops?

When you're afraid?

When you don't know what to do?

Can you experience what is happening without needing it to be different?

Can you see reality clearly?

Can you recognize what the moment requires of you?

Can you align your actions with your standards rather than your fears?

That's performance.

THE EXPERIENCE — Can You Enjoy Playing the Game?

This may be the most important question of all.

What good is building a successful business if you're miserable in the process?

What good is making more money if you're constantly afraid of not making enough?

What good is having freedom if you never give yourself permission to enjoy it?

And what good is winning if you can't enjoy playing?

What if the ultimate measure of success isn't simply what you accomplish, but how you experience your life while accomplishing it?

Can you enjoy the experience when business is great?

Can you enjoy the experience when business is slow?

Can you remain engaged, curious, and fully alive when things don't go your way?

Can you accept that the universe is going to do what it's going to do, that nothing is personal, and that everything is temporary?

These aren't abstract philosophical questions.

They show up in your life every single day.

And the way you answer them determines how you experience your life.

Rewriting Your Operating System

Your operating system is the collection of beliefs, assumptions, habits, and automatic responses that influence how you interpret and respond to what happens.

Most of that system runs without your conscious awareness.

Something happens.

You react.

You feel threatened.

You seek relief.

You repeat the same pattern.

And then you wonder why you keep getting the same experience.

You can change your goals.

You can change your marketing.

You can change your brokerage.

You can change your team.

You can even change your market.

But if you don't change the operating system, you bring the same patterns with you.

At Performance Coaching, we work through five movements:

REDEFINE. REWIRE. RESOLVE. REDUCE. REPEAT.

Redefine the game you're playing and what success actually means.

Rewire the beliefs and automatic responses that prevent you from operating consciously.

Resolve the underlying issues rather than continually seeking temporary relief.

Reduce your actions to what matters most.

Repeat those actions until they become your default response.

This is not a motivational exercise.

It's a practice.

And the practice is grounded in what we call The Performance Six — Standards for Success:

1. Practice Mindfulness
2. Optimize Time
3. Cultivate Relationships
4. Implement Process & Systems
5. Master Communication
6. Act Strategically

These are not six more things to add to your already overwhelming to-do list.

They are standards for how you choose to operate.

The goal is not to do more.

The goal is to become more capable of doing what matters.

Science Meets Soul Meets Service

Another way to describe Game Plan 2027 is:

Science meets Soul meets Service.

Science helps us understand why we behave the way we do.

Why uncertainty creates fear.

Why our brains seek relief.

Why we fall back on familiar patterns under pressure.

Why knowing what to do doesn't necessarily translate into doing it.

Soul asks us to examine who we are and how we want to live.

What matters?

What are we afraid of?

What are we attached to?

What are we trying to prove?

And can we accept ourselves without needing the world to validate us?

Service is where all of this becomes real.

How do we show up for other people?

How do we listen?

How do we understand?

How do we put our skills and abilities to work in service of the person in front of us?

And how do we do that without needing to control the outcome?

This is where Tactical Empathy becomes so important.

When you stop making the conversation about getting what you want, you create the opportunity to discover what the other person actually needs.

That's a completely different way to do business.

There Is Something Sacred About Being in the Room

I want to talk about something that is difficult to put into words.

I've spent over 30 years coaching real estate agents.

I've attended countless conferences.

I've spoken on stages.

I've led groups.

I've worked with some of the most successful people in the industry.

And one thing I have come to appreciate more deeply over time is the power of bringing the right people together in one room.

Not just successful people.

People who are willing to look at themselves.

People who are willing to challenge their beliefs.

People who are willing to be uncomfortable.

People who want something more meaningful than another production award.

People who understand that the quality of their lives matters at least as much as the quantity of their transactions.

There is an energy that comes from that kind of gathering.

And I believe it is incredibly sacred and special.

You cannot duplicate it on Zoom.

You cannot capture it in a recording.

You cannot recreate it by reading a book.

You have to be there.

You have to participate.

You have to experience it.

And when a room full of people comes together with the shared intention of learning how to live and work more consciously, something remarkable becomes possible.

You begin to realize that you're not alone.

That other people struggle with the same fears.

That other people have the same doubts.

That even highly successful people are still learning how to navigate uncertainty, relationships, expectations, and the challenges of being human.

And perhaps most importantly, you begin to see that there is another way to play the game.

That is what I want you to experience at Game Plan 2027.

Game Plan 2027 — The Details

Theme: Rewrite the Operating System You Run Your Business From

Dates: Wednesday and Thursday, December 9–10, 2026

Location: Skirball Cultural Center, Los Angeles, California

Investment: $1,995

Who should attend?

Real estate agents, team leaders, and professionals who are ready to challenge conventional thinking about success, performance, productivity, and the relationship between their business and their life.

You don't have to be a top producer.

You don't have to run a team.

You don't have to be a current Performance Coaching client.

But you do need to be willing to look at yourself and question the assumptions that have been driving your decisions.

Over these two days, we'll explore the Game, the Player, the Performance, and the Experience through the Performance Coaching Operating System, the Performance Six, guest speakers, and conversations designed to challenge how you think and operate.

This is not a program built around hype, motivation, or the latest industry trends.

It is two days of substance, reflection, discovery, and work that matters.

REGISTER FOR GAME PLAN 2027 — DECEMBER 9–10, LOS ANGELES

One Final Thought

Let me go back to where I started.

How's the industry's programming working out for you?

Are you happy?

Are you fulfilled?

Are you performing at your highest level?

Are you enjoying the experience?

Or have you spent so many years chasing more that you've forgotten what you were chasing it for in the first place?

What if you stopped trying to win a game you never consciously chose to play?

What if you stopped looking for more?

What if you stopped treating every outcome as a measure of your worth?

What if you could approach your business and your life with clarity, confidence, curiosity, and acceptance?

What if you could be highly ambitious without being driven by fear?

What if you could work incredibly hard without feeling compelled to work all the time?

What if you could pursue extraordinary results without making your identity dependent on achieving them?

What if you could build a remarkable business without sacrificing the very life that business is supposed to support?

And what if you could enjoy the experience regardless of how things turn out?

The industry has spent decades teaching you how to win more business.

We're going to spend two days asking whether you've learned how to live.

That's why we're doing Game Plan 2027.

And that's why I want you in the room.

December 9–10. Los Angeles.

JOIN US AT GAME PLAN 2027