The first time Rudy Kusuma realized that the real estate industry was broken was in 2007, when he stood in front of a door that had just slammed in his face… literally.
“I got my real estate license (in 2007) and I was immediately told that the first thing real estate agents do was prospect, either by telephone or door-to-door,” said the founder. and CEO of Your Home Sold Guaranteed Realty. “But I was having trouble with canvassing. I thought maybe that was my voice so I tried to go door to door. The only difference was that people were angry with me face to face.
Kusuma realized that there had to be a better way to maximize his time as a real estate agent and find clients who were actively looking to buy and sell for a smaller investment of time that would allow him to take care of each customer individually. But, when a solution did not come immediately, he set about trying to create one.
“Most real estate agents spend 70 or 80 percent of their time prospecting, but that’s not normal for most other industries,” Kusuma said. “I started to figure out how to attract customers to me instead of driving them away. And then I started to understand how I could teach others to do the same.
The secret, Kusuma discovered, lay in what he called “reverse prospecting.” Kusuma hosted game nights based on the popular book “Rich Dad Poor Dad” by Robert Kiyosaki, and those who attended were most often interested in buying and selling.
“Instead of calling, I organized these game nights and started an investor club that taught people how to invest in real estate and created interested clients,” he said. “By the end of my first month doing this, I had picked up over fifteen clients.”
That’s when it clicked. Kusuma realized that most real estate agents spent all of their time looking for clients, when he had the opposite problem: more clients than he could handle. Thus, in 2008, he created his first team of agents by chance and out of necessity.
“I was working in a Coldwell Banker office at the time, and I asked the other officers if they wanted to partner with me to share the workload,” he said. “They all said yes and it was my first team. Just like that.”
“2008 has been a really interesting year to start on my own,” he added. “The real estate market collapsed and most real estate agents were concerned about the ‘long term’, but I was more concerned with paying the bills. My second baby had just been born and I needed to focus on marketing and generating leads that would get results now, not later.
It was then that Kusuma experienced his second breakthrough: Realtors were simply supposed to do too many people’s jobs, resulting in inefficiency at best and agent burnout at worst. When he founded Your Home Sold Guaranteed Realty in 2019, he knew this was the part of his industry that needed to be addressed next.
Every real estate agent is responsible for their own success, but it becomes impossible to own that success when you expect them to do all the work to essentially run a sole proprietorship, Kusuma said.
“Because we are focused on reverse prospecting, our focus is only on serving the customer,” Kusuma said. “We don’t expect our agents to prospect, work on marketing, or anything other than working with clients to buy and sell their homes to their satisfaction.”
But, because Kusuma knows it wasn’t just his agents who were burdened with outdated real estate sales models, he took it one step further and launched the Quantum Leap System, a prototype franchise to help other real estate agents creating reverse prospecting systems and funnels to streamline their processes and give them more space – and reason – to serve customers well.
“I thought to myself this industry is so broken on so many levels, and a lot of really good agents were burning out in the field,” he said. “You can either keep things to yourself and be copied or share what you have with the world. I chose to do it instead. It’s good for the industry and it’s good for the agents.
If there’s one thing Kusuma wants to teach realtors through their Quantum Leap system, it’s how valuable their time is and how essential it is to use it well.
“Your business is designed for other people and you are a channel for them,” he said. “The more value you add for people, the more money you will make. But it’s hard to add value when you’re stretched. That’s why I designed the training I did, and that’s what agents need to understand to be successful. The solo agent model is impossible, but the Quantum Leap system helps agents build teams that can achieve the impossible.
About Rudy Kusuma
Rudy Kusuma, Founder and CEO of Your Home Sold Guaranteed, is the “Realtor Millionaire” who helps realtors grow their own $ 4 Million GCI teams. He has been featured in Inc. Magazine and has co-authored two best-selling books. Click here to develop your own million dollar team.