Jonathan coaches real estate agents. When he came to us his income was all over the place, and almost all of it came from in person networking and referrals.
He had no following, no assets, no team and no systems. Just a skill and a phone.
Here’s the exact process we used to take him from around $20k months to an average of about $65k a month.
Step 1: Build a USP with three pillars
Most coaches sound exactly like every other coach. So the first job was giving Jonathan a reason to be chosen. We built his positioning on three pillars.
The Overflow System. A text and email automation system for agents, named with a keyword that creates curiosity. Most coaches in his space don’t have the basics, like email marketing, text marketing, a VSL or a funnel.
Authority CEO. Most owners stay stuck inside their business trading time for money. This pillar is about building leverage and a team so they can step out of the day to day.
The process. Why hire him specifically: his experience, how specific his help is and the attention he gives each client.
Every pillar follows the same frame. Here’s what most people do. Here’s what I do. Here’s why mine is better.
Step 2: Package a high ticket offer
We made the offer a high ticket program around $20k. The annual range we talked through for this kind of offer was $12k to $25k.
A higher price means fewer sales needed to hit the number, and it lets you deliver properly to every client.
Step 3: Install a real closing framework
This turned out to be the biggest lever. Here’s the structure we gave him, in order.
- Pre frame. Set the purpose of the call and make it clear that not buying is completely fine.
- Discovery. Ask questions tailored to the prospect. Goals, struggles, past coaching, ads, sales experience, systems. Get them to say their own reasons for buying, and put a number on what doing nothing has cost them.
- Summary. Restate their main problems back to them and confirm it’s a fit.
- Pitch. Walk through the three pillars, contrasting what others do with what he does.
- Program overview. Five minutes or less. One on one support, office hours, reviews, a community group and scripts.
- Certainty check. Use an expert frame and get to near total certainty before you say the price.
- Price drop. State it plainly. Something like “it’s $20 grand.” Then stop talking.
The four objections you’ll hear most are price, spouse, time and “I need to think about it.” Handle them, but most of them disappear when the steps above are done right.
Step 4: Generate leads with simple ads
We ran ads for him, usually just one or two at a time. The ad spoke to realtors who wanted to reach top 1% income.
The ad sent people to an opt in form first. I prefer that over sending cold traffic straight to a VSL, because once you have their details you can follow up.
From there the booked calls were supported with:
- Scheduling pages
- Thank you pages
- Follow up emails
- Reminders
Nothing fancy. Just a clean path from stranger to booked call, with no leaks along the way.
The results
In a typical month, about $5k in ad spend produced about $44k in sales. His average month came out around $65k.
Here’s what’s interesting. About 23 calls booked and only 3 closed. At a 30% close rate he should have closed 6 or 7.
So closing was his weak spot, not leads. That’s why the sales training mattered so much.
The math from here is obvious. At the same close rate, spending about $10k on ads would put him around $100k. And if he tightens up closing, every dollar of ad spend goes further.
Why this worked
There was nothing magic here. It was five pieces working together:
- A clear USP and a three pillar pitch
- Ads that warm up cold traffic
- Sales training and a closing script
- Automated follow up systems
- Strategy built on real experience
Most coaches have one or two of these. When you have all five, the business stops depending on referrals and starts running on a system you control.
How to find the weak step in your own funnel
Jonathan’s numbers show why tracking matters. Without them, he might have assumed he needed more leads and doubled his ad spend into a leaky sales process.
Track these every week:
- Ad spend
- Leads
- Calls booked
- Calls closed
- Cash collected
Compare each step to a target. Whichever number is furthest below target is where your next dollar of effort should go. In his case that was the close rate, so sales training was the priority, not new ads.
The takeaway
If your income is inconsistent, you probably don’t need a new skill. You need positioning that makes you the obvious choice, an offer priced high enough to matter, a repeatable sales process and a steady flow of leads.
Fix those, then look at your numbers to find the weakest step. For Jonathan it was closing. For you it might be something else.
Want to know what’s capping your business right now? Take my free 90 Day Ceiling Plan. Answer 18 questions and get a written plan, built on your own numbers, that names the one thing holding you back and what to fix first.
