Million Dollar Team Principle #8 – Put in Writing What Needs to Be Repeated and Share It
If you’re leading a team, you’re the chief communicator. Your words shape your team’s actions, priorities, and culture. When your agents fall short, forget what to do, or freeze in the face of a challenge, it’s tempting to blame work ethic, motivation, or skill.
But often, it’s not a people problem.
It’s a communication problem.
In Call Sign Chaos, General James Mattis describes the burden of leadership communication with precision:
“If you haven’t read your own writing in twenty years, your ideas haven’t improved.”
And more importantly, he gives leaders a framework to clarify what must be said:
- What do I know?
- Who needs to know it?
- Have I told them yet?
This is the communication checklist of a true leader.
And it’s one that most real estate team leaders are failing.
You have more context than anyone else on your team.
You see the big picture, the market, the operations, the strategy, the risks, the numbers.
But your agents don’t. They can’t.
They’re busy helping buyers, showing homes, and writing offers.
They’re in the trenches.
And while you may assume they “should know better,” they often simply don’t know.
The result?
- They hesitate.
- They repeat mistakes.
- They go silent.
- They make the wrong call.
Not because they don’t care, but because the information pipeline is broken.
It’s not their fault.
It’s your bottleneck.
You are the keeper of vital knowledge, and unless you write it down, record it, and repeat it, it dies with you.
This is why writing things down is not a luxury,
it’s a leadership requirement.
- If a system works, document it.
- If a phrase converts, script it.
- If a decision principle helps you win, teach it.
Once written, it can be trained.
Once shared, it can be used.
Once repeated, it becomes culture.
Remember:
The more you write, the less you repeat.
The more they read, the better they decide.
The more that’s shared, the more that scales.
When you put what matters in writing, you multiply your leadership and give your team the clarity they crave.
Leadership is not just doing, it’s communicating.
So,
What do you know?
Who needs to know it?
Have you told them yet?
Write it. Share it. Repeat it.
