by Bernice Ross | Jul 7, 2025 | Industry, News Feed
Technology doesn’t take the place of relationship-building, Bernice Ross writes. The agent who masters both is ready to move forward with confidence in today’s market.
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
Have you become stuck in the tar pit of doing business the way you have always done it? If so, your business may be closer to extinction than you can possibly imagine.
Our entire industry is at a crossroads. Will you aggressively pursue implementing the latest AI and AI-powered tech tools to capture market share, or will you refuse to adapt and watch your business wither away and die?
Answer these questions to see if you’re already falling behind
- Do you follow up on leads in minutes rather than hours?
- Is your CRM integrated with AI-powered automation?
- Are you using a transaction management system that tracks your documents from contact to close?
- Are you using AI tools to help you write listing descriptions, do client follow-ups, or make your social media videos and posts more effective?
- Are you using QR codes that instantaneously capture contact information from those who scan them on your print marketing materials and your listing brochure boxes? More importantly, do you follow up on these leads within minutes of receiving them?
- Thirty-eight percent of sellers found an agent through referral from friends or family, and 28 percent were repeat clients, according to data from the National Association of Realtors. Are you still staying in personal contact at least once monthly with the 150 past clients and those in your sphere who are most likely to send you business?
If you answered any of these basic questions “no,” you’re already falling behind.
What clients expect in 2025 (Spoiler: It’s not a postcard)
Today’s clients, especially those under 50, expect instant responses, mobile-first experiences and seamless communication. They assume you will text them, not call. They expect to e-sign, not print and fax. Most importantly, clients are increasingly expecting their agents to leverage AI to make their lives easier.
Here are some of the tools AI-powered agents are already using today:
- AI-powered CRMs that trigger personalized follow-ups based on client behavior.
- Custom ChatGPT prompts to write listing descriptions that reflect each home’s unique style and neighborhood appeal.
- Video walkthroughs with AI voiceovers that give clients a high-touch experience without requiring a showing.
- Virtual staging that allows buyers to picture themselves in the home from anywhere in the world.
- AI chatbots that respond 24/7 to site visitors and text inquiries, even when you’re sleeping.
AI and tech alone don’t cut it
If you’re relying solely on print advertising or weekly email blasts without customization and a call to action such as scanning a QR code, you’re marketing in slow motion while your competitors are sprinting ahead using AI and other tech tools.
On the other hand, if you’re leaning too hard on your tech without building deep connection and trust by investing in the human side of the relationship, the leads you generate will seldom convert or send referrals to you.
It’s not about age. It’s about how you adapt to the tech your clients and leads use
For decades, we have talked about how younger generations will change our business because of the new tools they bring in.
Today, age has nothing to do with it. I’ve met boomers who are crushing it with AI, and Gen Zs and millennials who won’t answer their phones even though the person calling may be sitting in front of one of their listings.
The agents who will succeed in today’s market are those who adapt to a new, AI-powered real estate playing field, combined with the old-school techniques that work as well today as they did 50 years ago. The includes:
- Identifying which tech tools in your current tech stack produce actual results.
- Shifting from canned marketing messages addressed to the masses to customizing your communications using AI to fit the profile of the type of buyer or seller you would like to attract.
- Communicating with clients the way they prefer, whether it’s text, email, video or phone. AI can help here because it can help you craft the right message for a text, email, video or social media post in seconds.
Where to start
You don’t need to become a social media influencer or a TikTok star, but you do need to clearly identify the types of clients who are closing deals with you today (not leads — closed deals).
- Whenever you begin working with a client, be sure to ask, “How would you like me to communicate with you — text, email, phone or a mix?”
- For your older clients, handwritten notes, personal calls, plus posts on their favorite social media sites (where they often connect with their grandkids) are usually very effective. For your younger clients, it’s all about digital speed and transparency. For both groups, authenticity and walking your talk is critical to establishing the trust on which solid client relationships are built.
- Adapt your message, not just your medium. Today, people prefer direct, personal communication over generic ads. Instead of saying you or your company is the top performing agent/company, replace it with, “I just saved a client in your area $20,000 on their home purchase — let me do the same for you.” Go for intentional, targeted content.
- Master at least one AI tool. My personal recommendation is to start with ChatGPT. Begin by using the Master Prompt method I outlined. Provide ChatGPT with as much local market data as possible, facts about your community, your social media profiles on Facebook, Instagram, LinkedIn, etc. Do this first, and watch the beautiful, customized results it creates when you query it.
Other tech/AI tools include:
- Claude or Gemini for listing descriptions, client responses and writing email follow-ups.
- Canva and CapCut for quick branded graphics and short-form video.
- QR codes on signage and print materials that direct the lead to custom landing pages or property videos. Click here for a list of top QR code generators.
- Voice-to-text tools that let you update client records, send notes and create social media content on the go. Zapier has list of their favorites.
Technology doesn’t replace relationships — it supports them. The agents winning today aren’t choosing one or the other. They’re using smart tools to enhance how they show up for their people.
So, if you’re feeling like your business has stalled and your marketing is not producing leads that convert, start now by doing two things. First, sign up for ChatGPT, do the master prompt, and then ask it for what you want. Once it answers, it will ask you if you want it to do other related tasks. Say “Yes,” and see where it takes you.
Second, because more than 60 percent of all real estate business today comes from referrals from past clients, your sphere and other agents, make a point of contacting five people from this group every day via text, email, by responding to one of their social media posts or, when possible, seeing them face-to-face. That’s how to build a successful business for today as well as many years into the future — by doing both.
by Bernice Ross | Jul 7, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
Are you clinging to the old marketing strategies that no longer work in today’s market? If so, it’s time to inject some creativity into your marketing efforts and make every marketing dollar count.
No matter how long you have been in real estate, there are always new ways to market your business. If your marketing could use a refresh, here are some great ways to market more effectively and to convert more leads into signed business as well.
1. Post-closing marketing
Having a “sold” sign on your listings is one of the most powerful ways to advertise, especially when you sell the property quickly at a good price. On the other hand, how can you, as a buyer’s agent, capitalize on the fact that you just sold a house to your buyer?
The classic approach to this issue is to send out a postcard that says, “I participated in the sale of 123 Main Street.” (In most areas, only the listing agent can send out “Just Sold” cards.)
Here’s a terrific way to overcome this challenge. Once the transaction closes, ask your buyers for permission to place a sign in their front yard. The sign should say, “This property sold by Jane Agent of ABC Real Estate 555-1212.” Give your buyers a gift card or some other item of value in exchange for allowing you to post the sign for 30 days after the transaction closes.
The agent who created this approach didn’t have many listings, but he did sell a lot of homes in this area. His approach really upset many of the listing agents. The reason? People are more likely to remember the agent’s sign that they have seen the most recently. Moreover, most people who see the “Sold By” sign conclude that the agent who sold the property actually had the listing.
2. Track your success
Most agents fail to track where their leads originate. A great habit to establish is to ask every potential client always, “Where did you hear about this property?” If someone is inquiring about your services, ask, “Where did you happen to hear about me?” Finally, if another agent shows one of your listings, do your best to determine where the buyer heard about the property.
Once you obtain this information, carefully evaluate which marketing strategies are effective and which strategies are not producing a return. Eliminate costly activities that don’t work, and focus on activities that result in closed transactions.
3. 3 creative open house ideas
First, instead of waiting until Sunday to post your open house sign on your listing, post it early in the week so that people who drive by the property can see what time it will be open on Sunday.
Second, posting your open house on your Facebook Profile page violates the Facebook Terms of Use. Here’s a much more effective alternative: Use the Facebook Event function. While you won’t want to invite all of your Facebook friends, do select those who may be a good fit for the property, live in the area or are current clients.
Third, people love getting something for nothing. A simple way to do this is with a small gift bag that includes information about the listing you are holding open, any other listings you may be marketing, as well as a piece of individually wrapped chocolate candies or anything else that will remind the client of you.
4. Return phone calls
Regardless of which generation a buyer belongs to, if they’re sitting in front of your listing and they’re very eager to see it, many will decide to phone you. For decades, the statistics on how many listing agents return buyer and buyer agent phone calls have been abysmal.
I can’t tell you how many times I’ve spoken to all cash buyers who couldn’t get the listing agent to call them back, even when they said they wanted to write an offer.
In terms of your marketing, it makes no sense to waste money marketing if you are not going to follow up on the leads you generate. If you can’t personally return calls, consider hiring an assistant, or better yet, make the move to an AI assistant who is available to convert those leads 24/7. Two excellent sources are Structurely and Roof.ai.
5. Create a lead-generating brochure box
Brochure boxes are an often-overlooked source of lead capture. The secret is to combine old-school street visibility with on-the-spot-instant lead conversion using a QR code that links to a digital brochure or dedicated landing page.
Make sure the page includes a lead capture form, a quick video tour and perhaps even a neighborhood guide. Most importantly, add a call to action like, “Want a private tour? Text me directly at 555-1212.”
This strategy gives you 24/7 lead generation — all you have to do is call them back as soon as possible before they go on to another property.
6. Become a hyperlocal content creator
If your social media feed is 90 percent listings, it’s time for a refresh by doing a deep dive into being the hyperlocal expert. Be the agent who posts about what’s happening in your neighborhood or local market area.
Shoot short, engaging videos where you talk about the best coffee shops, farmers markets, new restaurants or hidden neighborhood gems. Interview local business owners and preview upcoming community events.
This builds trust and engagement. Most importantly, you will start appearing in local searches as a resource for people who are looking for information, not just homes. Less than 10 percent of the population will move this year, but they’re all interested in what’s happening around them. Best of all, who do you think they’re most likely to call when they get ready to list or purchase?
Refreshing your marketing doesn’t require a total overhaul, only a few smart, creative shifts that will keep you top of mind with clients and prospects. From leveraging your listings to leading with local expertise, small changes can generate big results. The key is consistency, creativity and a commitment to always tracking what is working in today’s ever-shifting market.
by Troy Palmquist | Jul 7, 2025 | Industry, News Feed
Buyers are paying attention to “best-of” rankings. Are you? Troy Palmquist teaches you to add this leverage to supercharge your real estate business.
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
Recently, my market of Oxnard, California, was ranked No. 1 in a USA Today article titled “Coastal gems of California: 10 best beaches that have it all.” The expert panel cited ‘Olol’koy Beach Park (formerly Oxnard Beach Park) for its beauty, amenities and cultural significance. Subsequently, that ranking was picked up by other publications, which added their own takes and insights.
“Best places to live” lists are everywhere, online, in magazines and on television. Even a fluffy feature in a YouTube video can carry weight when it introduces buyers to your market and aligns with what sellers already believe about their city or region.
Here are five ways to position yourself as the savvy local agent or broker who understands how to use that buzz to drive interest and sell homes.
1. Recognize the opportunity
Anytime your market receives a “best-of” designation, that’s a built-in conversation starter. Even the ranking of a local attraction, restaurant or development creates a marketing opportunity. The validation of a ranking provides a selling point you don’t have to generate — just amplify.
Remember, however, that this type of ranking is time-sensitive, so share related content while it’s still trending, usually within a year of publication or less.
2. Turn rankings into marketing touchpoints
There are many ways to incorporate a new “best-of” ranking into your marketing:
- Social media post: Share the article along with your personal take or market insight.
- Client email: “Thought you’d like to see this — [Your neighborhood] made the list!”
- Newsletter content: Share the article along with current listings in the area. Add a call to action that invites buyers to look at houses in the area.
- Blog post or video: Break down what the ranking means and what locals love about the area. Add it to your website along with a search engine optimized headline to juice your site’s SEO.
- Listing consultation: Talk about how you’ll use the ranking to draw attention to and elevate the listing in your marketing.
- Property description: Launch into your listing copy with the designation. For example: “Located in one of California’s top-ranked coastal towns … ”
3. Make it easy for agents with Google Alerts
Set a saved Google Alert for “[Your City] + best place” and another for “[Your City] + best of.” That way, you’ll be the first to know when your market gets a shoutout. This offers set-it-and-forget-it convenience, as you let marketing opportunities come directly to you.
4. Bring it into the listing appointment
Before your next listing consultation, print the article or include a PDF of it in your digital listing portfolio. It adds local credibility and shows sellers how you’ll use the “best-of” designation to boost exposure for their home and their neighborhood. In a competitive market, track pricing and show how the ranking is or could add value to their home sale.
5. Localize and elaborate on the ranking for added benefits
Don’t just share a link to the article or video on your social media channels. Use it as a springboard, translating it into talking points that get to the heart of what buyers care about. Take a tip from the commentary included to examine features like walkability, schools, commute times and lifestyle.
Go further by adding quotes, photos or testimonials from past clients and members of your sphere about the neighborhood or its best features. The goal? Reinforcing the impact of the ranking with a dose of reality and taking it beyond the headline.
Build momentum with every media mention of your market, and be ready when an award or designation falls into your lap. Us “best-of” designations to talk about what you and your neighbors love best about your town or community.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
by Taylor Anderson | Jul 7, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
By the time his term ends, Kevin Sears will have been the longest-serving president of the National Association of Realtors in more than a century.
His term started under the cloud of a jury verdict that upended the real estate industry, as well as other turmoil that engulfed the 1.5-million-member organization itself. And when he took the reins in January 2024, NAR was negotiating the terms of a settlement agreement that would cost the group $418 million and lead to practice changes that would divide the industry.
Still, Sears made inroads with a U.S. Department of Justice that some in the industry believed had grown more hostile toward real estate during President Joe Biden’s administration. He met twice with the DOJ to try and reach a mutual agreement on changes the regulator might want to see for real estate. And he delivered the message to agents and brokers that the DOJ wanted agents to be loudly pro-consumer.
It’s been a tightrope to walk. NAR is both seeking more meetings with the DOJ, and has tried fighting the feds all the way to the U.S. Supreme Court.
Sears’ nearly two-year term won’t end until Kevin Brown becomes president in January. Until then, Sears says he’s got more work to do. Some of the biggest players in the industry remain divided against each other and against NAR itself. NAR is still looking for clarity from the DOJ. Lawsuits are being filed all the time.
Sears spoke with Inman about some of the biggest issues that have arisen through his term, and ahead of his scheduled appearance at Inman Connect San Diego later this month.
Below is a transcript of the conversation, edited for clarity and brevity.
Inman: Compass said that they’re not going to view any national NAR policy as binding for them, which followed Howard Hanna saying basically the same thing a couple months ago. What do you make of this statement from Compass that the Clear Cooperation Policy isn’t binding?
Kevin Sears: Yeah, so this is nothing new or shocking from Robert Reffkin. He’s been talking a lot about CCP for as long as I’ve been president. I’ll just put it to you that way.
This does follow Howard Hanna as well. I know you’ve been going around the country meeting with brokers and trying to hear about their concerns. Are there any potential changes that might come out of, I guess, both those brokerages’ responses?
The beauty of our governance structure is that both of those brokerages have members that actively volunteer with the National Association of Realtors. And if there’s going to be changes to policy, then it’s the membership that can effectuate that change. So we have processes in place that can be utilized.
The only other thing I’ll say is that we have closely looked at and monitored the policies, especially in light of everything that’s happened with our association over the last few years with litigation — including the fact that last summer, early fall, [NAR CEO] Nykia [Wright] and our general counsel engaged outside counsel to review all of our policies, rules, our Code of Ethics, our constitution, our bylaws and say, ‘OK, where are areas of concern or potential litigation? And what do we need to do in order to mitigate that risk?’
So, we’ve got the structure in place. We’re doing a full and thorough analysis and, in fact, making changes as we need to through the process.
How do you feel about the final updated Clear Cooperation Policy? Were you happy with where that ended up?
With the policy, am I happy with it? I’m happy that we were able to meet with the various stakeholder groups, have the conversation and come up with a policy that gives options to the selling consumer. Ultimately, what we need to do is look and say, ‘What’s best for the consumer?’ And the policy should follow that.
NAR President Kevin Sears speaks at Inman Connect Las Vegas in 2024. Photo by AJ Canaria Creative Services.
Zillow then came up with its own policy that, in some ways, maybe moved it more toward being like a national MLS. Zillow is saying, ‘If you want to be on Zillow, you have to put it into the MLS and therefore on our site.’ What did you make of their update to their listing policy?
With regard to portals — and you said one specifically, I won’t — the portals and decisions they’re making, that’s just showing that this is a free market and that businesses get to decide what they want to do or how they want to operate. It’s just the market forces doing what they’re supposed to do.
And ultimately, I’ll go back to the consumer. What’s best for the consumer? What’s best for the consumer is to have full access to the most accurate data that’s out there. I always think that with that and the consumer being fully informed, then that’s a good thing.
I saw an update from NAR midyear that you met with the DOJ. There were some apparently pretty big meetings with DOJ attorneys. At the time, you hadn’t met with [DOJ antitrust chief Jonathan] Kanter’s replacement, Gail Slater. Any update on that? Have you had further meetings or conversations with the DOJ?
No, not that I’m aware of. Now, remember, Taylor, I told you I was out of the country. So I don’t know if our attorneys have had any conversation since we were in Washington, D.C., with the Department of Justice.
But I do know that before Gail Slater was put in position and confirmed for the job, we had reached out. I believe shortly after she was confirmed, we reached out. But as far as I know, we have not gotten anything back concrete to be able to to open up the dialogue with the new folks in there.
But as I said at midyear, and as I said before that, I do look forward to the opportunity to continue the conversation because ultimately, if we can come to a meeting of the minds and get some quote-unquote world peace, when it comes to real estate, I think that would be a good thing for everyone involved.
If you get Gail on the line and you’re able to tell her how the past year was between the DOJ and NAR or the industry at large, what would you tell her? And what do you expect, at least in terms of the tone or tenor of the new administration and the DOJ?
I’m not sure that I would go in talking about what had happened, because if we want to move forward, we need to look forward. If there were questions that were asked, I would certainly answer them. But what we need to do is say, what does the administration want the real estate industry [and] real estate market to look like? And how can we work and strive towards that together? That’s it for me.
I just want our members to not have to worry about a cloud over their shoulder. Let’s give them a little breathing room, a little clarity, let them go out and do their job and serve the consumer like they have been for as long as I’ve been involved.
Just to close out that topic. Do you feel like you have any clarity at this point from the DOJ or from the administration? Like, whether there are any other rules you feel like should be changed or they want to be changed so that you can remove that cloud — or so the industry could remove the cloud for itself?
So not having any conversation or in-depth conversation at this point, the short answer is no. But if you look at what’s happened in the first six months of the administration, the Department of Justice in the Nosalek case, the PIN case in Boston, apparently seemed to be satisfied with the settlement. And the terms of the settlement pretty much mirrored the Sitzer | Burnett case.
And I do know that the [Civil Investigative Demands or CIDs] have been lifted off of some of the MLSs that received them over the past year to 18 months about the commingling rules. So are we getting a little more clarity? Is there going to be a change in approach and priorities? Maybe. But until we actually meet and have conversations, I’m not one to speculate on what that would be or what that would look like.
I will just say I’m cautiously optimistic and I do look forward to the opportunity to be able to have those conversations if permitted.
You’re the longest serving NAR president in at least 100 years. How would you rate your term so far?
In college undergrad, I was a history major. What I’ll tell you based on what I learned there, me judging my tenure as president is irrelevant. There are others that can do that.
You know, history will be able to show what was accomplished in 2024 and in 2025. With that said, I’ll just tell you, it’s been an honor to be able to serve the association, and to do the hard work that needed to be done and to help NAR position itself and chart the course for the next 100 years.
Any highlights from this year and a half that come to mind that you’re most proud of?
Several highlights for sure. Being able to represent our 1.4 million to 1.5 million Realtor members, not once but twice with the Department of Justice. That’s certainly the highlight because, at least in the past decade or 15 years, we haven’t had sitting leadership meet with the Department of Justice. And we had several members of the leadership team there. So that was a highlight.
Having Nykia agree to stay on as our permanent CEO was certainly a highlight. Being able to work with our finance committee and budget committee, being able to provide to the directors two years in a row a balanced budget, that’s a highlight.
There’s a very simple question that I ask myself and sometimes say it out loud for the people that have to vote on something: Is this the best thing for the members? And I can honestly say that the hard decisions become easy when you realize it’s the best thing for the members. I think that we’ve done well by the vast majority of the membership over the past year and a half.
Email Taylor Anderson
by Pacaso | Jul 7, 2025 | Industry, News Feed
The demand for second homes is growing, but so are the barriers. With limited inventory and rising prices, many buyers are hesitant to take on the full cost and responsibility of a second property. Others worry about leaving a home unused for much of the year or managing short-term renters.
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What is co-ownership?
With co-ownership, buyers purchase a share of a private, high-value home alongside a small group of other vetted owners. It’s an ideal solution for clients seeking more flexibility and accessibility than traditional second-home ownership, with greater equity and control.
With Pacaso, clients benefit from a professionally managed LLC co-ownership model that offers true real estate ownership. While DIY LLC ownership has existed for years, it’s often difficult to manage. Pacaso simplifies the process by handling the management, maintenance and scheduling so your clients can enjoy their home for several weeks a year, minus the typical headaches of ownership.
Why it’s a win for agents
Co-ownership isn’t just a smart option for buyers; it’s a business builder for agents. Whether your clients are priced out of full ownership or simply want more flexibility, co-ownership allows you to expand your reach and offer more tailored solutions.
“This is just another way for agents to step up and grow their business,” says Marnie Blanco, Pacaso’s SVP of Industry Relations. “We partner them with our sales team, who handles the transaction — quick close, quick payments. It’s easy to introduce to your clientele and give them options.”
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Co-ownership isn’t just a trend, but a smart, strategic way to meet modern buyer needs. Connect with us today to stay ahead of the curve and grow your business in the second-home market.
by Jimmy Burgess | Jul 6, 2025 | Industry, News Feed
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
Even in challenging markets, somebody is having their best year ever. So what are they doing? Trey Willard and the W Group Real Estate Team have used systems and mindset strategies to build momentum while others are struggling. With over 100 homes closed and nearly 200 under contract, Willard’s systems and mindset are a masterclass in service and execution.
“We’re in the action economy now,” Willard told me during our recent conversation. “Information’s everywhere, but what matters most is who’s taking action on it.”
Here’s how Willard and his team are winning in today’s market and how you can apply the same frameworks in your business.
What is the action economy?
Willard defines today’s market as one where ideas are cheap, and execution is everything.
“Agents are paralyzed by too much information. AI gives you the answers. But if you don’t do something with it, it’s just noise,” he said.
Instead of trying to outthink the market, Willard and the W Group lean into disciplined action, focusing on conversations, appointments and follow-through. He focuses on simplicity over complexity. He said one key idea he tries to stay focused on consistently is: “Simplicity scales. Complexity kills.”
Conversations still close deals
Willard’s team doesn’t chase vanity metrics. Instead, he and his team focus on five key performance indicators (KPIs). They include:
- Appointments set
- Appointments met
- Buyers or sellers signed
- Homes under contract
- Closings
He doesn’t even track conversations directly because, as he said, “If you’re meeting with people, the conversations are already happening. You can’t get to a closing without a conversation. So that’s where everything starts.” Whether you’re a solo agent or team leader, the principle holds: Track what matters, and reverse-engineer your activity to hit your goal.
Daily discipline builds momentum
Willard credits much of his consistency to mindset work. He believes how you start your day sets the tone for how your day will go. He stated he’s developed his own version of Hal Elrod’s Miracle Morning.
His daily routine includes:
- Quiet time and devotionals
- Affirmations and visualizations
- Reading and reflection
- A momentum-building call to a friend or past client
That first easy win through a call to a friend or past client creates a rhythm that he rides into more difficult calls. This is a technique he encourages his agents to follow.
Creating a culture of accountability
Each Monday, Willard’s team gathers around their scoreboard, which is a live dashboard of set and met appointments, contracts and closed units. It’s all grounded in the principles from the book The 4 Disciplines of Execution:
- Set a wildly important goal: This is your main focus.
- Act on the lead measures: What are the activities that, if consistently carried out, lead to success?
- Maintain a visible scoreboard: Keep a running total on your KPIs to know where you stand in relation to your goals.
- Build a cadence of accountability: Regular meetings or overviews with a coach, team leader or accountability partner to help maintain momentum.
And that last one is where many team leaders fall short, according to Willard. “If there’s no cadence, it’s easy for agents to fall behind. And once they fall too far behind, they check out.”
In addition to Monday meetings, his team runs Tuesday roleplay sessions, Thursday new agent accountability calls, Friday expansion check-ins and quarterly one-on-one reviews. This helps his team maintain a level of accountability few others match, which leads to the success they are having.
The 2-a-week formula for 40+ closings
One of Willard’s simplest yet most effective productivity hacks is to just meet with two people about real estate each week. He calls it “Do the Two.” And if agents follow that formula for 48 weeks, he noted, the numbers start to stack. This is how he sees the numbers playing out over the year:
- 96 appointments per year
- 60 percent to 70 percent of those sign
- 70 percent to 80 percent of those close
Even with fall-throughs factored in, that still lands most agents in the 40-plus deal range if they just stick to the process.
Staying in production for the right reasons
While many team leaders pull back from production, Willard remains active and intentional about it. It keeps him sharp while modeling the consistency for the team, and it builds profitability. His team is involved in the Zillow Flex program, and he explained that for most Zillow Flex deals, his team nets just 30 percent to 35 percent of GCI. But when he closes a sphere-based deal himself? Nearly 100 percent flows through to the business.
The modified 36-touch system that gets results
Willard follows a version of the 36-touch model taught by Keller Williams, but he keeps it simple and human. He utilizes social media to supplement the purposeful touches he makes.
These include four quarterly mailers (home value offers, team wins, Saints/LSU magnets, holiday cards) and four personal touches (birthday videos, equity check-ins, client events, quick “thinking of you” calls). He consistently connects with his database on social media and shares social proof of how they are helping their clients achieve their goals.
The team also hosts client appreciation events. These include multiple invite touchpoints, which lead to top-of-mind reminders whether they attend the events or not.
With every touch made, he wants to lead with value, not the typical checking-in calls many agents make. “If every time I call you, I’m giving something, not asking for something, my call will always be welcome.”
His keys to success: Take action. Track it. Repeat
Willard and the W Group are a model of how consistency and accountability lead to success. Whether you’re a new agent or a seasoned agent looking to build momentum, following his model will work for you.
Willard closed out my conversation with him with four simple instructions for agents and team leaders:
- Pick three lead sources and go all in.
- Track your appointments and conversations.
- Stay accountable to your goals.
- And most importantly, just show up.
Trey Willard and the W Group Real Estate Team serve Greater Baton Rouge, Louisiana, markets. Connect with Trey on Instagram.
Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
