A few weeks ago, I had the pleasure of spending some time in Miami attending HomeServices of America’s Stronger Together celebration. It was an incredible gathering of some of the most successful real estate professionals from across the country, all coming together to celebrate their accomplishments, exchange ideas, and learn from one another. Whenever you surround yourself with people who are performing at such a high level, you inevitably walk away with something valuable. For me, one of those takeaways was a concept I had never heard of before. It’s called Misogi.
Misogi has its roots in an ancient Japanese purification ritual, but the concept has taken on a different meaning in Western culture. Today, it’s often described as the practice of undertaking an extraordinary personal challenge, something so difficult that there’s a very real possibility you might fail. The idea isn’t to set yourself up for failure. It’s to push yourself beyond what you believe you’re capable of accomplishing.
Think about that for a moment. When was the last time you deliberately set a goal that you weren’t entirely confident you could achieve?
Most of us are pretty good at setting goals. We establish production targets, income objectives, and business plans. But if we’re being truthful with ourselves, many of those goals are based on what we’ve already demonstrated we’re capable of doing. We look at last year’s performance, add a reasonable percentage, and call it a stretch goal. There’s nothing inherently wrong with that approach, but I wonder how much personal growth we’re leaving on the table by continually operating within the boundaries of what we already know.
One of the things I’ve learned over my 40 years in this business is that growth and comfort rarely occupy the same space. Some of the most meaningful accomplishments in my career came from making decisions, accepting responsibilities, or pursuing opportunities where the outcome was anything but certain. There were moments when I questioned whether I had the experience, knowledge, or ability to succeed. Looking back, those were often the experiences that taught me the most.
And here’s what I find particularly interesting about Misogi. The objective isn’t necessarily to succeed. The objective is to discover what you’re capable of becoming through the attempt itself. Whether you ultimately accomplish the challenge or fall short, you emerge with a greater understanding of your own potential.
Now, let’s bring this back to real estate.
What would happen if, rather than simply setting your customary production goals for 2027, you identified one extraordinary challenge that genuinely intimidated you? Maybe it’s doubling your business. Maybe it’s breaking into a luxury market you’ve always considered beyond your reach. Perhaps it’s building a team, reinventing your prospecting strategy, or finally embracing technology you’ve spent years avoiding. For some, the greatest challenge might not involve production at all. It might be developing the discipline to create a healthier balance between professional success and personal fulfillment.
The challenge will be different for everyone, and that’s precisely the point. Your Misogi should be personal. It should be meaningful. And it should stretch you far beyond your comfort zone to the point that you’re not entirely certain how you’ll get there.
As we approach the end of 2026, there’s a tremendous amount to be excited about at Intero. HomeServices is making significant investments in our future, providing resources, technology, and opportunities that I believe will help position our agents for extraordinary success. But even with the very best tools at our disposal, the most important variable in the equation remains the person using them.
That’s you.
We can provide the resources. We can offer the training. We can create an environment that encourages growth and opportunity. But we can’t manufacture the personal ambition, courage, and commitment required to pursue something truly extraordinary. That has to come from within.
So, as you begin thinking about 2027, I’m going to challenge you to approach your goals a little differently this year. Don’t just ask yourself what you want to accomplish. Ask yourself what you’re willing to attempt that you’ve never had the courage to try before.
And don’t confuse the possibility of failure with a reason not to try. Some of life’s greatest disappointments aren’t the things we attempted and failed to accomplish. They’re the opportunities we never pursued because we were afraid we might not succeed.
I walked away from Miami with a renewed appreciation for the power of surrounding ourselves with exceptional people. But I also walked away with a simple question that I’ve continued to think about ever since.
What would I attempt if I weren’t so concerned about whether I could pull it off?
