Towanna Jackson on Coaching, Data, and Scaling to Agents

0:00Hey, I want to welcome you to another episode of Mission Matters. My name is Adam Torres and if you want to apply to be a guest in the show, just head on over to missionmatters.com and click on be our guest to apply. All right. So today I'm in downtown Los Angeles and we're at the We Connect LA event put on by James and Jessica. Let me tell you. We've had some amazing speakers. It's been an amazing event. And I was able to grab one of the speakers before they go on stage next to Lana Jackson, Tijuana. Welcome to show. Hey, thank you for having me. All right. So we got a lot to talk about here today. So we connect LA. We got to talk about some of the markets you're working on. I know I had your other half on the show too. So we're having all kinds of fun. Yes. Yes, we are. I want to start with the year side of the story of how you met and how you connected with We Connect LA. Where did that start from? So, Lashon got me to listen to Clubhouse door in COVID. Yeah. I was like, what else are we going to do? So we were sitting there. They're doing COVID. Yeah.

1:00Clubhouse was big. So so many different rooms to go in. And we were sliding through these rooms and it was this guy that had a New York accent on. And that was James. And I was like, hold on. Who was that? And we went into his room and he was just spitting just like game on real estate. And he said he called himself the Zillow killer. The Zillow killer. And I was like, I like him. I like him. I like him. And we listened to him. And we would listen to him on Clubhouse and when it was time for us to, you know, she was like, we need a coach. I'm like, why? We're going fine. But she always pushes us to do better. And she was like, I wonder if the Zillow killer is available. And I was like, girl, he's not going to coach us. He's all the way into New York. She reached out. And he did. Wow. What? So, had you ever done, I'm curious on your end. Have you ever done like a coaching or had a kind of coaching relationship in the past that you just in general? Yes. And he was, he would have been our second coach. We had a productivity coach.

2:02And she kind of like just kind of begged us into getting a coach and I was like, I don't need a coach. I don't even know what a coach does. I know how to say a real estate, you don't say a real estate, you know, and it was that kind of thing. And she was like, well, let me coach you for free. And I said, well, okay, coach me for free. And I, and then I realized, I was like, hey, this coach and stuff might work with you. Really? Yeah. And you know, we had to stop because that's how business is, right? You just got to say so much business, something has to fall off the plate. Yeah. And we kind of push coaching to the side because we were trying to build so much. And it was time to find another coach. I was like, maybe, maybe if we want to go to the next step, we should get another coach. Interesting. Yeah. And so what, so in retrospect, being the reason I asked this question, by the way, is because a lot of people, maybe they've considered coaching, they haven't done it. And there's people that are like, they're still doing it, and they're watching this right now. And they're like, oh, I don't need a coach, like, what would a coach do for me?

3:04If you were to go back and be able to have that conversation with you, like, when you were just getting started and say, like, look, Tawana, this is why you need a coach. What would you tell yourself? What would be that sit down you'd have? I would sit that fire agent down that I was. I didn't say you weren't a fire agent. I was like, you know, okay, you knew I was sitting down, I got it, everybody, she knew I was all real sick. I got it. What else? So I would sit that real to down and I say, Tawana, the reason you need a coach is because you could avoid some of those pitfalls that you're going to run into. The reason you need a coach is because they're going to keep you focused on your business. And I think if I were to stay with coaching the entire time, that we would be a lot further. And we're pretty far now. Wow. That's amazing. So now, so now in retrospect, like, you have roughly how many agents nationwide is roughly? Roughly, we have about 75-ish, I believe, no, I think we're at 80 agents now.

4:06Wow. We might be at 80 because we got 70 in Detroit and 12 in Houston. Now, and I know some of what you're going to be talking about today and you'll both be speaking about is going to be scaling and specifically, like, technology and otherwise, like, give us a little bit of a flavor of what's going to take place. So what I'm going to talk about today, we're going to talk about some of the growing pains that we experience because when you go from an organization of two, which, what LaShine and I was. So two fire agents? I got you. Two fire agents, two beautiful dope hot teas if you're looking for. So two fire agents, and we went from just us two to opening our life, our business to other people and giving up a lot of the control, right? So that was a difficult at first, just for us, to even say, hey, we're going to do this team thing. LaShine and I ran it, just, we were team Peters and Jackson for years. So then we said, okay, we have to, but we don't have a choice.

5:09We have to get a team at this point because I'm losing all these leads that I had cracked the code. Because you've been generating, you've been like, yeah, you've been, you had a name, you had like people who you were like, not really. Oh, really? Nope. To start it out, all I did was jump on Facebook. Oh, wow. So you found your, yeah, and it wasn't even a, so I figured I knew one thing. So LaShine and I got married in 2000 and since then, the reason we got married is because I was a dope woman who jumped in inboxes, you know, I jumped in hers. I'm like, dang it, if I could find a wife on social media, I could find some of that. So it was that Facebook was the thing. Wow. And we sold a lot of houses just using that one platform. That's amazing. And I said, okay, so that's one platform. There are a whole bunch of other platforms out here. So can I sell a house on Instagram?

6:09What about TikTok? Mm-hmm. Pinterest. Yeah. And so we just started tapping into other things and then we came up with all these systems. So LaShine has a great IT background and she was able to take all of the natural sales and everything about an agent. So all the ideas, all of the sudden package it. In package it. Yeah. And every year it was just better and better and better. Mm-hmm. And that's how we grew. And so now we're, you know, we're recording this in 2026, we're in February. Talk to me a little bit about some of the vision for what's going to happen next. And what's going to happen for the team going for? So going forward, we're going to, of course, embrace more AI. Hey, Meta. Record. So I'm going to do a point of view with my team. Oh, I like this. Oh, I'm going to ask the question again. We're not editing this by the way. Okay, go ahead. So let me ask you the question again. All right. So going forward, what's some of the vision for the team? What do you see coming next? So next for our team, we're going to use this. So thank God, LaShine has gotten us on all these beautiful systems.

7:10One thing when you get on systems and you can see where your business is going, you can assign numbers to everything. So we can figure things out. So we can figure out on our team how many conversations we have to have in order to create an appointment. So now I can coach my team better. Yeah. Now you know coming into the door, hey. I have the data. You have the data. You have the data. Yeah. And I feel like for the team, the confidence behind that data, right? Because you're showing them. It's not just somebody's opinion. Like, I know one of your teams in Detroit and in Detroit, you got to prove it to me. You got to show me. You got to show me. This is show me city for sure. So like, you can show them, right? I can actually pull it out, open it up, and they can see the dashboard of how many conversations equal, how many appointments, how many appointments get you, how many showing homes. You know, how many showing homes are going to get you to a close country. And then what that money looks like, right? Ultimately, that's the end game, of course, to help the client to serve.

8:13That's a component of it, but it's not easy. It's not an easy business. So there's got to be a reward at the end, too. Absolutely. Absolutely. And then they know what they're, I give you a roadmap when you come in. So you know you're going to have to have these conversations, right? So now we can work on our skill and our conversation. Yeah. Because I know, well, I need to have 3,000 conversations this year if I want to make 150,000. Yeah. So we put it on that level. So okay, well, how many, if I have to have 3,000, how many is that a week? I mean, is that a day? How many times do I have to call a person in an hour? So now I can set up my day as a real estate agent. You know what you should be doing. Oh, yeah, I got to do at least five calls in the morning. Then I got to do five follow ups at night. You know what you sound like? What? My podcast schedule. I'll do between 1500 and 2000 interviews this year. Yes. That's exactly what I do. I'm like, I'm like, I have a big chart. That's my metric. Yes.

9:14So it's not home sold in this case. I mean, it could be. You're going to buy some homes from me. Okay. But like, I don't sell them. No, we're going to go call me. I was going to say, I don't sell them. I'm not licensed. So I don't think I can actually do that. But we got, we got a team over here that can. So I know you're, you're one of the next speakers. I know you got to go. But last thing I want you to do. I want you to look into the camera. How can people follow up? How can they connect? So you can find me at Tawana Peterson Jackson. Of course on Facebook. And Tawana Peterson Jackson. Instagram too. I'm there too. TikTok. Yeah. Just Tawana Peterson Jackson. Google me, baby. Yeah. That's what I'm talking about. For every listening just so you know, we'll put some links in the show notes so you can just click on the links and head right on over. And speaking of the audience, if this is your first time with Mission Matters and you haven't done it yet, hit that subscribe or follow button. This is a daily show. Each and every day we're bringing new content, new ideas. And hopefully new inspiration to help you long the way in your journey as well. So again, hit that subscribe or follow button. And Tawana Man wishing you much more continued success.

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