#819: Systems, Leverage, and Leadership with Laura Justice

Laura Justice has done just about every job real estate has to offer. She has spent over 30 years in this business, 17 of them in leadership and coaching. Today she leads the Incorvaia Team, 69 agents on pace to close over 600 units this year, with a goal of 100 agents by the end of next year.

But this hot seat isn’t about the growth. It’s about what that growth is costing her. Laura’s constraint is time. She’s still the source instead of the resource, saying yes to everything and no to nothing. In this episode of Coffee and Coaching, we unpack how she’s using systems, leverage, and leadership to buy that time back. That includes systems that duplicate, tools like Sisu, and handing training to the rising leaders already on her team. We also cover a breakthrough moment mid-conversation: using AI to clone yourself.

Key Topics Covered

* Why Laura runs a 60/40 split between coaching and personal production, and why staying in production keeps her sharp

* The Monday through Wednesday training cadence, including “Technique Tuesday,” that powers the team’s onboarding and agent development

* What a system really is: anything you’ll do more than once, documented so someone else can run it without you

* How tracking takes the “hallucination” out of real estate leadership

* Why so many agents are frozen in today’s market, and why new agents can be the path of least resistance

* Asking “Is it a system, a tool, a model, or a person?” before defaulting to a new hire

* How plugging top performers into training creates a win-win, using a teammate who converts 23 to 40% of Zillow leads as an example

* The “clone yourself” moment: building an AI coach that coaches you the way you coach others

* Visionaries vs. get-it-done leaders, and which ones stay on a team for the long run

* Why the fear of building people up so much that they leave is usually backwards

“I can’t be more bought in than they are.” - Laura Justice

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