The 100-person database strategy

In this episode, Eric Thompson sits down with Stephanie Peterson, a dedicated Ninja Realtor® from Spokane, Washington. With 11 years of experience and an incredible ability to generate over $200,000 annually working just 20 hours a week, Stephanie shares how living intentionally, staying in flow, and focusing on relationships has completely transformed her life and business.

Episode Summary Stephanie Peterson, a long-time Ninja and real estate professional with Windermere City Group, has built a highly efficient and relationship-driven business centered around a select group of 100 people. Rather than expanding endlessly, she focuses on depth by tracking her productivity, staying in consistent contact with her top clients, and living a well-rounded, fulfilling life outside of work. Her systematic and intentional approach enables her to balance a high income with meaningful free time.

This episode delves into Stephanie's annual business planning method, including how she calculates the value of her time, schedules her week around her top priorities, and makes every decision based on ROI, both financial and emotional. Through quarterly pop-bys, annual reviews, and handwritten notes, she has made her business a hub of authentic relationships and genuine care. She also explains the art of managing her time into productive (P), indirectly productive (I), and eliminated (E) activities (she has zero E-time in her calendar).

Listeners will also learn how Stephanie cultivates strong connections with fellow agents through intentional networking, hosting events, and thoughtful follow-up strategies. Whether you're seeking to streamline your business or increase your joy in your career, Stephanie's insights offer a powerful model of simplicity, connection, and purpose.

Key Takeaways

• Focus Beats Volume: You don't need thousands of contacts to succeed; Stephanie generates six figures by serving 100 people with depth and care.
• Work Smarter: She works only 20 hours a week by scheduling her time with precision and tracking income per hour — over $2,000/hour for client time.
• Pop-By Strategy: Personalized quarterly gifts (like homemade salsa or Dad's Root Beer kits) strengthen relationships and generate referrals.
• Annual Reviews = Relationship Gold: She uses annual real estate reviews to provide value, deepen connection, and identify new business opportunities.
• Efficiency Through Systems: Everything, from gift inventory to CRM input, is systematized, allowing her to stay creative without being overwhelmed.
• Intentional Realtor Networking: Stephanie nurtures a nationwide referral network through memorable follow-up, event hosting, and meaningful gifts.
• Living Beyond Work: Embracing creativity, travel, and personal connection, she has built a life where work supports but doesn't define her.

Memorable Quotes

"The system is simple if you work the system."

"I work 20 hours a week, earn over $200K, and focus on just 100 people."

"If I want a big crop, I have to take care of my plants: I weed, water, and prune. That's how I treat my database."

"Real estate has given me some of the best friendships in my life."

"Don't just brush your teeth once; don't just go to one Ninja Installation. Keep brushing your business."

"Busy doesn't equal productive. It's the right activities that bring results."

"Who are your vital few? And what are the vital few activities?"

Links:

• Website: https://ninjaselling.com/ninja-podcast/
• Email: TSW@NinjaSelling.com
• Phone: 1-800-254-1650
• Podcast Facebook Group: http://www.facebook.com/groups/TheNinjaSellingPodcast
• Facebook: http://www.facebook.com/NinjaSelling
• Instagram: https://www.instagram.com/ninjasellingofficial/
• LinkedIn: https://www.linkedin.com/company/ninjaselling
• Upcoming Public Ninja Installations: https://NinjaSelling.com/events/list/?tribe_eventcategory%5B0%5D=183&tribe__ecp_custom_2%5B0%5D=Public
• Ninja Coaching: http://www.NinjaSelling.com/course/ninja-coaching/
• Stephanie Peterson: https://stephaniesellsspokane.com/