I recently went one-on-one with Alex Vidal, President of ERA Real Estate.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Alex: I was forced to grow up fast. I had my first son at 19 years old, and while most other people my age were busy figuring out their post-high school lives, I was motivated to provide the best life for someone else. That’s why I turned to real estate. I was presented with an opportunity to work as an entry-level assistant to the president of a real estate company in my home state of Florida, and while the pay wasn’t exactly enough to provide for myself and a newborn baby, I knew I could use it as a stepping stone to success. Over the course of the next 28 years, which included moving cross country multiple times during my career (i.e. California, Colorado, Texas), I climbed the ranks and held positions at every level in the real estate industry: recruiting director, sales coach, sales manager, and of course, being a salesman. Becoming the brand President of ERA Real Estate didn’t happen until after I had already coached over 14,000 agents and created my coaching program, TheCloserClub. There were plenty of points along the way where I could’ve settled with where I was at, but that’s not who I am.
Adam: In your experience, what are the key steps to growing and scaling your business?
Alex:
- It all starts with a plan. Know what you want to achieve and take tangible steps to make that happen. There are going to be plenty of things along the way that you can’t control, so you need to concentrate on the things that you can influence. The thing about growth is that it comes with goal posts that you can move back forever. You need to be committed and understand that your focus always needs to be on the journey itself.
- I believe a key part of being able to do this is knowing how to ask the right questions. Identify where the majority of your business comes from, where you’re lacking, and where you want to be. With this information, you can make sure you continue reaching the people who already support you, while you develop a plan to reach the audience, you’re currently missing, to help you reach the point where you want to be.
Adam: What do you believe are the defining qualities of an effective leader?
Alex: Self-awareness and the ability to be humble. Never ask others for something that you aren’t willing to do yourself. I believe in the boots-on-the-ground approach – the general who leads from the frontlines, the coach who knows what it was like to be in the game. For people to follow you, they need to know that you’re capable, and more importantly, that you’re willing. Never put yourself above getting into the weeds and helping with the day-to-day tasks that are typical for someone at any level in your organization.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Alex: This goes hand-in-hand with my boots-on-the-ground approach, but to succeed as a leader requires establishing trust. You may know how to win, but you need to be driven by helping others to win. A standard leader tells people what to do, an outstanding leader shows people what to do. View yourself as a coach, not a manager. Learn who you’re leading, tap into their motivations, and speak to them in the language best suited for them.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Alex: Expect setbacks, but don’t accept them. Like I said before, your focus needs to be on the things that you can directly influence. If something outside of your control gets in your way, redirect your efforts towards succeeding elsewhere instead of chalking it up to “it is what it is.”
Find someone who knows what they’re doing and can help you achieve what you want. There’s no shame in looking at a mentor when you don’t have the answers. Just last year, I completed an Ironman race that never would’ve been possible without having my coach in my corner. I woke up every day knowing what I wanted to get done, and I had a coach who was there to help me develop a plan to make that a reality.
Be a cheerleader. The idea of entrepreneurship is always about “making it on your own,” but the reality is that there are plenty of other people who contribute to your success. I’d be nowhere without the thousands of ERA-affiliated agents who are making things happen every day, and part of being a successful leader is acknowledging the role they play in my own success. Praise the ones who make your journey possible and toot your own horn without making it all about you.
Adam: What is your best advice on building, leading, and managing teams?
Alex: Get in the trenches with the people you’re leading. Don’t pass down orders from behind a screen in your executive office – get out in the field and make yourself visible. I’ve said this before and I’ll say it again – the people you lead are the ones responsible for you having a job. In my case, without having agents, you can’t have a president. Your goal needs to be to make your team’s life easier and giving them the tools they need to succeed. I’m a firm believer that success trickles up, not down. It’s about we, not me.
I also touched on this before, but being open and honest to establish trust is also key. Just because your title may be higher than someone else’s doesn’t make you any less human than they are. Acknowledge that you aren’t a master at everything, but just as importantly, show them that you’re still willing to try and learn more about everything. Encourage growth and don’t expect perfection – that’s how you develop genuine human connection, and that’s what makes people want to work for you.
Adam: What are your best tips on the topics of sales, marketing, and branding?
Alex: Be genuine and be personable. The latest buzzwords in business are AI, ChatGPT, and other machine-driven widgets. Using these tools doesn’t make you a disruptor, it puts you on equal footing with every other competitor in your space. Now, I believe the differentiator is your ability to have deep, human connections with people. Yes, use these tools to promote yourself and your business, but also be sure to have real conversations with others and develop genuine relationships that make people want to come back to you.
Sales and marketing are all about hustle metrics. Making the calls, knocking on doors, and putting yourself out there. No ad will ever have a 100% click-through rate, no round of cold calls will always yield an answer, and no marketing strategy will ever drive an entire consumer base into your funnel. Keep pounding and remember that your hustle will pay off.
Adam: What is the single best piece of advice you have ever received?
Alex: My best friend once told me that, “between disappointment and greatness is opportunity and choice.” It’s my constant reminder that you can’t always control your situation, but you can always control the choices you make, and it’s those choices that dictate who you are. I’ve faced plenty of challenges that could’ve knocked me down and kept me there, but I made the conscious decision to keep pushing myself forward. I believe this applies to every aspect of life, and people’s choices are what ultimately dictate the opportunities in front of them.
Adam: Is there anything else you would like to share?
Alex: At the end of the day, I see myself as a coach first, executive second. I was able to recognize the leadership style that I gravitate towards, and by embracing that, I’ve been able to find my niche. Lean into your strengths, recognize your weaknesses, and tailor who you are as a professional around that.
