Quarter four is just around the corner, and Chelsea and Kayla are here for every second of that back-to-school energy that makes you want to get your life together and crush your goals.

In this episode, the girls break down how to channel that “fresh start” feeling into the most focused 90 days of your year. You’ll learn how to identify your 20% that’s creating 80% of your results, why diluted focus equals diluted results, and how to become the agent people can describe in one sentence.

Because when someone says “follow Chelsea, she always posts about…” that’s when you know you’ve made it.

Why Quarter Four is the Entrepreneur’s New Year

Forget January 1st. The real new year starts right now.

Mel Robbins calls it the “back to school effect.” Even if you don’t have kids in school, even if you’re not a teacher, you still feel it. That crisp September energy that makes you want to organize your closet, plan your week, and finally tackle that project you’ve been putting off all summer.

But what makes Q4 different from January is that there’s no overwhelming pressure. January comes with this suffocating weight of “new year, new me.”

Quarter four is momentum. It’s just getting back to business.

And unlike January, where you have this massive, intimidating year ahead of you, Q4 gives you exactly 90 days. That’s it. Just 90 focused days to set yourself up for the most incredible January you’ve ever had.

If you want to walk into 2026 with momentum, with clients in your pipeline, with a brand people actually recognize and talk about… that starts now!

Define What You Want To Be Known For

Before you dive into tactics and strategies and all the things you think you should be doing, we need to get crystal clear on something way more important: who do you actually want to be?

Here’s an exercise to do right now: Stop reading and write down who you want to be, something like: “I’m a fun wife, I’m an active mom, and I’m the go-to real estate agent for my city” or “I’m a dog mom, a wine lover, and the agent who makes buying a house feel like an adventure.” Whatever it is, write it down.

Done? Cool. Everything you do from here on out is either going to confirm or contradict that identity.

Notice how none of those identity statements are about performance metrics. It’s not “I sell 40 homes a year” or “I eat 30 grams of protein with every meal.” It’s about who you ARE, not what you DO.

This might sound woo-woo, but think about your eulogy for a second. Nobody’s going to talk about how many houses you sold or what your conversion rate was. They’re going to talk about the kind of person you were, the relationships you built, the way you made people feel.

This identity work isn’t just feel-good stuff. It’s strategic. When you’re crystal clear on who you want to be, it becomes really easy to say no to the things that don’t align and yes to the things that do.

If you want to be known as the fun, approachable agent who makes real estate feel easy, then spending hours creating perfectly polished graphics doesn’t align. But sharing behind-the-scenes moments from your showings? That absolutely does.

The 80/20 Rule

Reality check: 20% of what you’re doing is probably creating 80% of your results. And yet most of us are spending equal time on everything.

Chelsea loves this concept from the book 10x Is Easier Than 2x — 2X growth thinking is incremental and linear. It’s the “I need to send 100 more postcards” or “I need to do three open houses every weekend” mentality. It’s working harder.

But 10X growth is exponential. It requires letting go of most of what you’re doing now and focusing only on the few things that create the biggest results. The good news is that it’s actually easier because you’re simplifying instead of trying to do it all.

Diluted focus equals diluted results.

If you’re trying to do ten different things to grow your business — pop-bys, postcards, Facebook ads, TikTok, Instagram, open houses, cold calling, farming, networking events, and whatever else — our guess is none of those things are performing that well.

So take a step back and ask yourself what has the highest ROI or what could have the highest ROI. Maybe right now you’re doing seven things and your social media is just this background thing you don’t pay attention to. But what if you shut off the other six things and actually put effort into social media?

When you’re doing everything, you have no idea which thing is moving the needle. But when you focus, you can track progress, refine your approach, and actually build momentum.

What Most Agents Need to Eliminate Right Now

Okay, let’s get real for a minute. We’re not trying to hate on anyone’s business model here, but if your goal is to build a brand that people talk about at dinner parties, some things have got to go.

First up: monthly pop-bys. Look, we get it. They’re cute. People like getting cookies on their doorstep. But are they building your brand? Are they creating the kind of recognition where someone can tell their friend, “follow Sarah, she’s the agent who always posts about local coffee shops”?

Pop-bys are literally one person at a time. One doorstep at a time. Compare that to social media where you can reach hundreds or thousands of people with one post. The math just doesn’t add up.

Same thing with those fancy CRMs that eat up hours of your time. Chelsea remembers talking to an agent who spent an excessive amount of time in her CRM and when asked what she was doing with it, the answer was basically nothing that couldn’t be done with a simple email list and basic organization.

We’re not saying CRMs are evil. We’re saying make sure the time you’re spending is actually moving the needle. Because sometimes we feel productive just because we crossed something off our list, but it didn’t actually accomplish anything.

Instead of monthly pop-bys, do one seasonal event. Instead of four open houses every weekend in random neighborhoods, focus on becoming known for something specific on social media that reaches way more people way faster.

Can Your Followers Describe Your Account in One Sentence?

If someone wanted to tell their friend about your Instagram account, could they do it in one sentence?

“Follow Chelsea, she always posts about her favorite local spots.” “Follow Sarah, she’s the agent who shares behind-the-scenes of luxury listings.” “Follow Emma, she does those funny day-in-the-life videos.”

THAT is what we want for you. Not just followers, but followers who know what you’re about and can easily tell other people why they should follow you too.

This is how you become the agent people think of first. Not because you’re posting about houses all day, but because you have a thing. A recognizable angle that makes you memorable.

Maybe you’re the fall girl. Maybe you’re the coffee shop expert. Maybe you’re the agent who always knows the best local restaurants. Maybe you’re the one who shares honest day-in-the-life content that makes real estate feel accessible.

When you nail this, people don’t just follow you; they become advocates for your brand. They share your content. They tag their friends. They bring up your name in conversations. Because you’ve given them something specific to remember and talk about.

Parkinson’s Law: Get More Done in Less Time

Parkinson’s Law says that any project expands to the amount of time you have to give to it. If you give yourself two weeks to plan a pop-by event, it’ll take you two weeks. If you give yourself three hours to create an Instagram post, it’ll probably take you three hours.

But if you give yourself 30 minutes to create that post? You’ll probably get it done in 31 minutes.

This is especially true for us perfectionists (hello, it’s Chelsea). You’ll sit there overthinking whether to use the blue ribbon or pink ribbon, whether to add this emoji or that one, whether to re-record the voiceover. You’ll waste so much time on irrelevant details instead of just getting the thing done.

What Chelsea loves about Kayla is that she just gets stuff done. No overthinking, no perfectionism paralysis. Just action.

Q4 is perfect for this because we have a set amount of time left in the year. You can’t overthink for 90 days. You don’t have time to perfect everything. You just have to pick your focus and go.

Every piece of content you put out will compound. Every time you show your face on camera, it compounds. Every email you send, every time you bring your brand to life on social media — it all builds on itself.

People will start to notice. Maybe they’re not talking about you yet, but they will be. And by January, you’ll have 90 days of consistent showing up under your belt.

Camp Modern Agent: Your Quarter Four Brand Glow-Up

We’ve been planning this for months, and we’re finally ready to tell you about it: Camp Modern Agent is coming this fall!!!

It’s a five-day challenge designed to help you find your unique angle, that thing that makes you memorable and referable. We’re going to help you figure out what it looks like to be the go-to agent for your people and stop making excuses like “I don’t know how to do that” or “someone else is already doing it.”

This isn’t part of Modern Agent Social Club. It’s a completely separate challenge for agents who are ready to get crystal clear on their brand and finally feel confident about how they show up.

And it’s not just about colors and fonts and pretty graphics. This is a brand glow-up from the inside out. It’s about knowing who you are, what you stand for, what lights you up, and how to translate that into content that connects.

If you want to be the first to learn all the details about Camp Modern Agent, head to modernagentsocialclub.com/camp and get on the list. We’ll send you all the info as soon as we’re ready to open registration.

If part of your Q4 vision is getting dialed in, feeling confident about how you show up, and actually enjoying your marketing instead of dreading it, this challenge is for you!

Because your lack of momentum is what’s expensive. Not the time you invest in figuring this out. When you nail your unique angle, everything else falls into place. The content ideas flow, the connections happen naturally, and people start thinking of you first when they think of real estate in your area.

That’s what we want for you. That’s what Q4 is all about. Let’s make these 90 days count.

This episode was edited by Adrienne Cruz.