Real Estate Team OS is your guide to starting, growing, and optimizing a real estate team. Weekly episodes give you stories, insights, decisions, and hard-learned lessons of team leaders, operations leaders, brokerage owners, and real estate agents at every stage of business growth from solo agent to mega team.
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12X Agent Count in 8 Months with Shawn Getty | Ep 047
Tuesday, October 15, 2024 • Duration 51:41
Shawn Getty sold 186 homes in the first half of his third year in real estate, including a stretch of 60 homes in 60 days. And he did it all with $0 in ad spend.
Shawn started the team-building process 6 or 7 times before getting the traction he has today (including losing 27 agents all at once). But Getty Group, brokered by eXp Realty in Calgary, has grown from 4 to 48 agents in an 8-month window this year.
Learn his tactics for agent attraction, the structure of his recruiting conversation, and many hard-learned lessons from the fits and starts of building his real estate team.
Listen to this Real Estate Team OS episode with Shawn Getty for insights into:
- Two basic truisms of team success
- Multiple false starts on the team-building journey
- Building an education-based and skills-based team of people who hunt together, rather than alone
- Growing agent count by 12x (from 4 to 48) in under 8 months
- How to attract agents using Instagram
- The specific conversation structure to bring agents onto your team
- A free social media tactic drives 30-40% of their business (and that other agents make fun of)
- A free social media tactic to become top of preference, not just top of mind (with a specific example)
- The two ways he’s working on the main bottleneck in his business today
- Why teams will be bigger, more prominent, more impactful, and more needed in the future
At the end, learn about “the uniform of the wealthy,” “the champion sweater that can’t be beat,” and the balance in being all on or all off.
Paths and Playbooks to 40+ Agents with Kyle Draper | Ep 046
Tuesday, October 8, 2024 • Duration 54:26
Four and a half years ago, Kyle Draper started Serene Team (brokered by eXp Realty in Los Angeles) with two agents he’d mentored earlier in his career and an admin.
Today, the team is more than 40 agents strong - and growing. As you’d expect, the path was filled with hard-learned lessons and supported by the guidance of mentors. Those initial team members? They’re all still contributing.
Learn about the challenges in the 7- to 12-agent range, the nuances of a transaction management system they put into place, and which tools and tech have been vital to turning online leads, past clients, and sphere opportunities into closed transactions - including video.
Watch or listen to Ep 046 with Kyle Draper for insights into:
- Setting and managing expectations
- Three hurdles for new agents to clear in the first 21 days before earning a spot and a mentor on the team
- What he had to put down before fully committing to real estate and starting a team (at the onset of COVID)
- Which staff positions he’s hired locally and which he’s hired internationally
- Finding your right team size and the specific challenges in the 7- to 12-agent range
- Why and how he stepped back into sales production
- Inside the transaction model he’s running, including its nuances, benefits, and challenges
- Balancing investment of time, energy, and focus on online leads, past clients, and sphere - especially when the latter two drive most of your business
- How the FUB-Ylopo pairing helps the team create and close more opportunities
- When, why, and how his team uses video email, video messages, and screen recordings - including very specific stories, use cases, and wins
- Two reasons teams will get bigger in the future
037 Prospecting for Listings with Greg Harrelson
Tuesday, August 6, 2024 • Duration 56:38
Prospecting to set up listing appointments.
It was foundational to a successful real estate business 30 years ago. It remains so today.
Greg Harrelson got his start prospecting. And growth from appointment setter, to a small real estate team, to a teamerage with 9 offices and 5 markets in the Carolinas that closed nearly 4,000 transactions last year all happened through … prospecting for listings.
Greg, who prospects alongside his agents for 3 hours every day, describes his approach as “developing talent and amplifying wealth.” In this wide-ranging conversation, he welcomes us into the philosophy and practices behind his success.
Listen to this Real Estate Team OS episode with Greg Harrelson to learn: - The 3 must-have characteristics of your next real estate team member
- How to find the right coach, how to become more coachable, and why he’s always sought coaching
- The brokerage challenges from which teams emerged, how online buyer leads accelerated teams, and the future of real estate teams
- The four things every brokerage or team must provide (and what they all have in common)
- Why culture is more about agent retention than attraction
- How he built and then disbanded his real estate team
- Insights into acquiring agents, developing agents, and recruiting agents
- The org structure for their 9-office, 5-market team and his place and role in it (including his 10-80-10 approach)
- What’s been lost in the real estate industry and how easy it is to correct (spoiler: talk to more people)
- Coaching an acquired agent from 40 transactions per year (mostly buyers) to 90 transactions per year (all listings)
- Why he’s coaching pricing presentations, price reduction presentations, and listing extension presentations “religiously” right now
036 AI + Agents = The Future of Your Team with Taylor Hack
Tuesday, July 30, 2024 • Duration 01:01:24
The future of your real estate team is agents working with AI. It's a human experience, not a bot experience. A well-equipped, tech-enabled agent becomes a cyborg.
But don’t confuse a cyborg for a robot. The former is simply a living organism augmented by an artificial component or technology.
So, a well-equipped human is a cyborg. For example: with a smartphone and a ton of texting shortcuts to save time or with a prompting process to write more personal emails or replies to reviews faster.
The future of real estate sales and services belongs to those moving in this direction.
Learn how and why - in a practical, approachable, no-hype way - with Taylor Hack, Owner of Hack&Co in Edmonton, Alberta.
Taylor shares why he built a team (but not a mega team), how guests of Real Estate Team OS like Veronica Figueroa, Justin Havre, and Kris Lindahl have helped him on his journey, how he’s leveraged his passion for marketing and technology, and specific ways he’s using AI to improve himself, his team members, and their results.
Get specific tips to increase speed and maintain quality in getting insights from spreadsheets, writing and replying to emails, responding to online reviews, and more!
Listen to Ep 036 with Taylor Hack for:
- A meaningful definition and clear benefits of synergy
- How high-end car sales, mortgages, and irritation helped him produce $1M in commission in his first 32 months in real estate
- Why he started his real estate team and how hard it is to learn to run a business
- Why his 10-person team is exactly the right size (and how to find your right size)
- Why “the future of real estate is cyborgs” delivering “awesome” and “now” five-star experiences
- How to find the balance of people and machines in your business (how to make sure clients can’t “see the wires” of your machines)
035 What's In Your Real Estate Team Operating System?
Tuesday, July 23, 2024 • Duration 38:40
What’s the OS stand for in Real Estate Team OS?
Operating System!
So what exactly is in your real estate team operating system?
It’s everything backstage, behind the curtain, back of house, and behind the agent. It’s the people, processes, and technology we put into place to keep agents in dollar-productive activities and to add efficiency and scalability to our organization.
In this episode, you’ll hear about key elements of the operating systems of 7 different team leaders and teamerage owners from New Jersey, Virginia, and Florida over to Colorado, Arizona, and Texas.
Specifically, we asked: What are one or two key people, processes, or technologies that you couldn’t have built your team without?
Watch or listen to Episode 035 of Real Estate Team OS for insights from:
Dave Ness Founder of Thrive Real Estate Group, an independent teamerage in Denver, Colorado
Two key roles: the integrator (which gets various titles) and a dedicated sales leader
The importance and challenge of having these roles well-staffed
The changing needs of your team over time
Micah Harper
CEO of Exquisite Properties, an independent teamerage in San Antonio, Texas
Why his inside sales leader is titled Director of Opportunity
How a truly empowered ISA team operates
What a healthy ISA-agent partnership looks like
Becky Garcia Founder and CEO of The Garcia Group, a 99% female real estate organization in Phoenix, Arizona
Two roles to save time and improve results: operations manager and personal assistant
034 Simplifying Your Real Estate CRM with Elena Kee
Tuesday, July 16, 2024 • Duration 52:54
Our themes in this conversation include simplicity, ease of use, interconnectedness, complementarity, intention, unification, transparency, and holism.
Our topic is real estate tech stack in general and real estate CRM in particular.
Our guest is Elena Kee, a real estate team ops leader turned real estate tech consultant. She’s the founder of Kee Technology Solutions, a 20-member team helping people get the most from their real estate tech. And it all began with a CRM migration project years ago.
Elena’s worked with previous guests on the show like Lauren Bowen, Suneet Agarwal, and Nick McLean and joins us to share common challenges, top tips, and practical approaches for agents and teams to solve business problems and capitalize on business opportunities by working from one, central hub.
Watch or listen to Ep 034 with Elena Kee to learn:
- How a CRM migration project unlocked her path in the real estate industry
- How to identify great ops people - including the 3 specific assessments she uses with TestGorilla (https://www.testgorilla.com/)
- One of the most common problems she finds in real estate tech stacks
- Two things that top teams are working on right now from a CRM perspective
- Why leads and lead sources aren’t your real problem as an agent or a team
- A process to improve your CRM workflow, from smart lists to reporting to transparency to notes to automations
- How many stages and tags are too many - and how to land at the right amount
- What agents do and don’t need to know about how your CRM is set up
- Trends she’s seeing in real estate teams
At the end, learn about starting a gigging band, saving on paper towels, hiring a content “ingester,” and getting cozy with video games.
033 The Past, Present, and Future of Real Estate Teams
Tuesday, July 9, 2024 • Duration 39:05
As we’ve heard on episodes of Real Estate Team OS with guests like Tom Ferry and Chris Heller, the roots of the real estate team business model are more than 30 years deep.
But we’re still just getting started!
Spend time with seven pioneers of teams and teamerages from New Jersey, Virginia, and Florida to Colorado, Arizona, and Texas.
Each answers these three questions:
1 When did the team model come onto your radar? When did you first learn about it?
2 Why did you commit to the model as a team leader or brokerage owner?
3 What’s the future of teams? Will they continue to play a bigger or more dominant role in the industry?
Watch or listen to Episode 033 of Real Estate Team OS with:
Micah Harper, CEO of Exquisite Properties, an independent teamerage in San Antonio, Texas
Creating a team by solving his own challenges as a high-performing solo agent
Why traditional brokerages are losing value
Asking important questions about the future of teams
Dave Ness, Founder of Thrive Real Estate Group, an independent teamerage in Denver, Colorado
Why he started a teamerage, homegrown from day one, a decade ago
Why they’re so prescriptive for the first 3 years with team agents
What level of production is required to be a true real estate advisor
Mercy Lugo-Struthers, CEO and Principal Broker at Casals, Realtors, in Northern Virginia
How an “awakening of possibilities” occurred and drove her team
How the team helps agents manage one of their biggest challenges
Abel Gilbert, Broker/Owner of ONEPATH Realty, an independent teamerage in Miami, Florida
032 The Problem with Content-Based Training with Carmen Morin
Tuesday, July 2, 2024 • Duration 56:16
The most common problem with corporate training and education, including real estate training, is its classroom-style, content-based, and lecture-based approach.
We tend to pile on more modules, courses, topics, and information, rather than focusing very specifically on closing a skills gap.
We often toss new agents into “sink or swim” situations, rather than supporting them in their roles.
We tell them what to do over and over, rather than create a valuable learning experience.
It’s exhausting, ineffective, and unkind. And it’s more work than you, your leaders, managers, staff, and agents should be doing.
If you want better results with greater efficiency, you need to see or hear Carmen Morin. The fractional Chief Learning Officer with the #1 eXp Realty team in the world, Carmen shares with you the performance-based approach to education and training.
She's an instructional design strategist, an award-winning classical pianist, and an entrepreneur who's partnered with Justin Havre and Jon Cheplak on https://AgentDevelopment.com.
Here in this episode, you’ll learn to set the right goal or outcome for your teaching programs, to develop skills, behaviors, and mindsets rather than knowledge alone, and to come alongside your agents just as teachers and mentors have done for millennia.
The result: a more efficient and streamlined approach to developing foundational skills that produce performance and results.
Watch or listen to this episode of Real Estate Team OS for Carmen’s insights into: - All knowledge, skills, behavior, and mindset can be learned through focused and intentional training (90% nurture, 10% nature) - “Teaching as the mother of all leadership” and where we went astray - Transitioning your training to performance-based and learner-centered rather than content-based and content-centered - The importance of constant feedback and a sense of autonomy throughout the entire learning experience - How the solo, self-directed nature of real estate affects the way it should be taught, trained, and coached (think: more like golf or tennis than like basketball or hockey)- Key differences between teaching children and teaching adults- The sales successes, cost savings, and cultural benefits of the beta cycle of their 90-day, foundational training program- What types of training to deliver live vs written or recorded- Why your revamped training system is built around and cycles back to foundational skills- Advice for someone who wants to take a performance-based approach (whether agent, team leader, or brokerage owner)- How the habits to shape skills in arts and music benefit you in a professional pursuit like real estate
031 Why Growth Doesn’t Always Look Like Growth with Marcus Larrea
Tuesday, June 25, 2024 • Duration 49:53
Taking two steps forward might require taking one step back. In other words, growth doesn’t always look like growth.
In this conversation with Marcus Larrea, Co-Founder of Stellar Medical and Founder and Team Leader of Palm Paradise Realty Group, you’ll get a few very specific examples - including ways he protected agents, clients, and staff by creating and communicating calm even amid chaos.
Marcus shares several marketing and operations ideas that he learned through R&D - which means “rip off and deploy” as much as research and development.
Gamifying standards and performance, improving every agent’s social media presence, more effectively leveraging your first hire - get all that and more here in Episode 031, which we recorded together in person at the Pendry in San Diego.
Listen to this episode of Real Estate Team OS to learn with Marcus:
- Ways to create a competitive edge
- The path from co-founder of an FDA-certified medical device manufacturer, to licensed agent, to team leader
- Why “swiping a credit card” to buy online leads and reinvesting 100% of commissions back into more leads worked for him but wouldn’t work today
- Why he committed to the team business model and how it helps clients and agents alike
- Who his first two hires were and how they provided a foundation for the team
- Their process for the team and their agents to produce more social media engagement
- PARADISE as core values
- How to protect your staff, agents, and clients from chaos and why “what you don’t know doesn’t hurt you, as long as it doesn’t affect you”
- How he ramped down personal production to commit to a leadership role
- Why “growth doesn’t always look like growth” and three examples of taking a step back before moving forward again
030 More Listings in 90 Days with Jordana Tobel
Tuesday, June 18, 2024 • Duration 54:13
If you’re looking for ways to level up your agents and win the second half of the year, you’ll love this conversation with a fellow Real Estate Team OS viewer/listener.
After building a real estate branch in a corporate banking environment, Jordana Tobel founded Premier Listings in 2015. With plans to triple agent count from 100 to 300, Jordana shares specific ways they’re preparing agents to get uncomfortable, create new habits, and generate more listings with a new 90-day listing program.
Learn why their agents have been getting signed listing agreements for 5+ years, how the NAR settlement can benefit agents, clients, and the industry, and how she’s using an AI training tool (linked up below) to improve agents’ conversations with buyers.
And hear how the diverse needs of agents led to three levels of leads and accountability for agents to opt into - as well as the nuance they’re adding to the highest level of leads and accountability to serve both brand-new agents and deeply experienced agents alike.
- The value prop inspired by her corporate background and REO properties
- The three partnership levels she created for agents with varying levels of leads and accountability
- The nuance they’re adding to the highest level of leads and accountability to serve new agents and experienced agents alike
- Tripling agent count and raising standards
- Preparing the team for the second half of 2024
- Details of their 90-Day Listing Program to improve skills and habits through training and accountability
- Getting comfortable on camera
- Why their team has been getting signed buyer agreements for more than five years and how the NAR settlement raises their standards … and improves the industry
- Improving role play with an AI training tool
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At the end, learn about two competitors receiving flowers, cutting a car payment nearly in half, and the two sides of a wonderful weekend.
- How they gamify team standards and create more agent success
- A few systems and tools that have been critical to their success - from SOPs to Cloud CMA
At the end, Marcus talks Florida Gators and travel soccer, an underused VR headset and an indulgent “shoe thing,” and work as a series of sprints then anticipated breaks.
At the end, learn why the captain doesn’t have to be the best player, the frivolity of self-driving mode, and the importance of consuming content like Real Estate Team OS!
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