Focus
The 13% protect revenue-producing activity from the noise that looks like work but isn't. They don't start the day asking what to do. They ask what creates income.
#1 New ReleaseHow top performers think, act and execute differently
87% fail.
Why the rest don't.
This isn't a book about tactics, lead sources or market conditions. It's about the four behaviors the 13% practice consistently, on ordinary days, when no one is watching and nothing feels particularly inspiring.
What you'll take away
The operating system of the ones who last.
- Why 87% of real estate professionals fail, and why it's not what you think. The numbers come straight from the National Association of REALTORS®.
- The FIRE framework: the four-burner operating system top performers run every day.
- How to build a career on consistency, not inspiration. The stove, not the bonfire.
- The inner game that separates the professionals who stay from the ones who leave.
- Where AI fits, and why it rewards discipline instead of replacing it.
Inside the book
Thirteen chapters.
- 01Look Around the RoomThe 87% reality
- 02Lighting the FireChoosing commitment over comfort
- 03The Focus in FIRESeeing the game clearly
- 04The Initiative in FIRECreating momentum inside discomfort
- 05The Resilience in FIREStaying in the game after the hit
- 06The Execution in FIREDoing the work long enough for it to matter
- 07Keep the Fire AliveStaying aligned when success makes it easy to drift
- 08Failure Is the FuelLearning to win from losing
- 09The Discipline of PracticeMastering the craft
- 10Emotional IntelligenceWinning the inner game
- 11AI Closing the GapWhy AI rewards discipline
- 12Let It BurnYou can't avoid burning things down
- 13The 13% ChallengeBuilding a life, not just a career
The framework
Four burners. One system.
Initiative
Most careers don't stall at failure. They stall at hesitation. Initiative is rejecting reasonable-sounding delay and acting anyway.
Resilience
Not toughness. Recovery speed. A setback is data, not a verdict. Pull out the lesson and get back to execution sooner each time.
Execution
Doing what works long after it stops feeling rewarding. The 13% last because they built a system that runs without motivation.
★★★★★ on Amazon
From the professionals who read it.
I'm having all the agents who come into my team read this book
“An amazing book with great insights. Every real estate agent needs to read this.”
Get to work ;)
“From someone who has personally coached with Lance in the past this book hits all the marks. Being part of the 13% is hard work but the reward is where it is at. Lance lays out the foundation of how to be unique in a world full of Realtors.”
Important read for anyone in the industry
“I've followed Lance for years, and I've always appreciated how insightful and straightforward he is about real estate. The 13% is such an important read for anyone in the industry who wants to grow and build lasting success.”
Free · interactive cheat sheet
Put the book to work today.
The book gives you the why. The 13% Cheat Sheet gives you the first move: an interactive page with a 10-minute action for each FIRE burner. Tap one, check it off, light it up.
- ✓Tap, check, light it up. Four burners, one 10-minute move each.
- ✓Your progress saves. Come back tomorrow and pick up where you left off.
- ✓Share your win. It turns your win into a ready-to-post image.
Free. Works on your phone or computer. Get your first win today.