Ricky Carruth built a million-dollar real estate business without social media. Then he built a nationwide coaching brand—with it. In this episode, James Dwiggins and Keith Robinson go deep with Ricky on how he became one of the most recognized influencers in the real estate space. Ricky breaks down exactly how he went from local producer to global content creator. You’ll hear how he: Used live cold calls to explode his brand Posts 10+ times a day to test content on Threads Turns viral quotes into platform-specific video Grew to 10M+ monthly views (all organic) Builds trust across email, IG, Facebook, Discord & more No gimmicks. No fluff. Just the real behind-the-scenes of building influence, trust, and an audience that follows you anywhere. Whether you’re a solo agent or team leader, this is a must-listen for anyone looking to future-proof their business with content. To join Ricky’s Join the 2-Day Content Challenge follow this link: https://zerotodiamond.com/content-challenge Connect with Ricky on LinkedIn - Instagram - X - Facebook and online at carruthteam.com. https://www.linkedin.com/in/ricky-carruth-373359161/ https://www.instagram.com/rickycarruth/ https://x.com/rickycarruth https://www.facebook.com/GulfCoastRealEstateUpdates/ https://carruthteam.com Give your clients the competitive edge with Zillow’s Showcase. Discover how this exclusive, immersive media experience—featuring stunning photography, video, virtual staging, and SkyTour—helps agents drive more views, saves, and shares. Agents using Showcase on the majority of their listings on Zillow list 30% more homes than similar non-Showcase agents. Learn how to stand out and become the agent sellers choose. https://www.zillow.com/agents/showcase/ Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1 To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/ Follow Real Estate Insiders Unfiltered Podcast on Instagram, YouTube - Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com. Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/ 00:00 – Intro & Ricky’s Story 02:45 – Cold Calls, Content & Starting From Zero 07:30 – Building a Brand with No Ad Spend 12:10 – Social Media Platform Breakdown 16:40 – Threads Strategy: 10 Posts a Day? 21:00 – Why Trust Is the New Currency 25:30 – AI, Real Estate, and the Future of Agents 30:45 – Building a Coaching Brand from Content 36:00 – Tactical Tips for Agents Starting Out 42:15 – Final Advice: Build Brand, Be Human @twobrotherscreative

Amy Stockberger, leader of the top team in South Dakota, provides a masterclass in building a transformational business that generates 90% repeat and referral (R&R) business. She attributes her success to solving the industry's critical flaw: neglecting the long-term client relationship. She coined the phrase "serverpreneur" to describe her agents, who focus on serving the client for life, not just for the transaction. Amy candidly admits that her breakthrough came from a moment of extreme ownership in 2014, when she realized her old marketing billboards promising to be the local expert was "shameful" and lacked authentic value. The solution was the Lifetime Home Support (LHS) model, which has two financial pillars: The VIP Club: Clients get free, lifetime access to valuable assets like moving trucks, moving supplies, tools, and party equipment (snow cone, margarita machines)—all branded with the brokerage's logo, making the brand omnipresent in the community. The Vendor Model: 110 local vendors pay the brokerage $3,500 annually to be part of the program, generating $385,000 in revenue. Critically, these vendors must give the brokerage access to their employees for events, which serves as a major R&R lead source (over 80 closed units annually). Amy's brokerage culture is highly focused on systemization and efficiency, encapsulated in her concept of "SAD" (Systemize, Automate, Delegate, or Delete). She has automated roughly 60% of their workflow. Her most aggressive mandate is that if employees are not using AI first, they are being "irresponsibly unproductive" and are not aligned with core values. This includes their new internal AI agent, Sammy, built within Microsoft Teams to eliminate the "search spiral" and streamline administrative questions. Give your clients the competitive edge with Zillow’s Showcase. Discover how this exclusive, immersive media experience—featuring stunning photography, video, virtual staging, and SkyTour—helps agents drive more views, saves, and shares. Agents using Showcase on the majority of their listings on Zillow list 30% more homes than similar non-Showcase agents. Learn how to stand out and become the agent sellers choose. https://www.zillow.com/agents/showcase/ Follow these links for resources mentioned in the show: Top 10 VIP Items https://acrobat.adobe.com/id/urn:aaid:sc:US:e30df4e0-4ce0-48f8-b71b-f93a325e66c8 HST Framework https://docs.google.com/document/d/1RBXnJA12sR3YqDSrP-apOVd4fiwZJpR7Wcq3Z9IoLGg/copy?usp=sharing Competitive Analysis https://acrobat.adobe.com/id/urn:aaid:sc:US:f46fcbc0-5c86-466f-8389-9c10fd218f73 Connect and learn more about Amy on Instagram - Facebook. And online at amystockberger.com, lifetimehomesupport.com, amystockberger.com/press. https://www.instagram.com/amystockberger https://www.facebook.com/amystockberger https://amystockberger.com https://lifetimehomesupport.com https://amystockberger.com/press Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1 To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/ Follow Real Estate Insiders Unfiltered Podcast on Instagram, YouTube - Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com. Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/ Chapter Markers 00:00 Introduction and the "Serverpreneur" Concept 03:20 Amy's Background: Failing Forward and the Brokerage Start 11:45 The Core Flaw: Why Repeat Business Was Low 13:20 The Lifetime Home Support Solution: VIP Club and Vendor Model 17:40 The Vendor Profit Center: $\mathbf{\$385K}$ in Revenue and Lead Generation 20:00 Lead Source Deep Dive: $\mathbf{90\%}$ Repeat and Referral Business 31:10 Rocket Mortgage Threat: Why Amy Isn't Worried 34:40 Next Roadmap: The Subscription Model for Homeownership 37:30 AI Mandate: $\mathbf{60\%}$ Workflow Automation and the Sammy AI Agent 40:00 The "Irresponsibly Unproductive" Rule 41:30 Learning from Failure: The One Mistake to Avoid 44:40 The Easy Way: Hitting 100 Touch Points Annually 51:00 Final Question: The Superpower of Implementation @twobrotherscreative

Kris Lindahl, CEO of Kris Lindahl Real Estate, is a former teacher who founded his independent brokerage in 2018, leading it to billions of dollars in closed transactions and creating a brand known by millions. Kris traces his success back to his teaching background and the profound challenges he overcame, noting that trauma often drives the emotional intelligence and intuition seen in high-performance leaders. He emphasizes that his mission is measured by impact and that agents who avoid telling their stories are being "selfish" because sharing personal truth gives others permission and power to succeed. Kris details the genesis of his "Arms Out" brand, which symbolizes opening up and inviting others into the mentorship he once received. His brand success is rooted in unapologetic authenticity; the person he is in the community is the person he is professionally, avoiding the "heavy work" of maintaining a persona. His marketing engine started with his disastrous first attempts at video, which he calls the "hostage video." He spent two months making excuses—buying cheap green screens, lights, and suits—before finally publishing. He realized he was not afraid to start the work, but afraid to publish and face rejection. His solution was to never stop, building software to automate the distribution of hundreds of low-quality, city-specific videos per day to monopolize Google search results. He uses the constant feedback and market chatter to instantly record TV and radio spots that meet consumers with real-time challenges. For staying focused amid constant distraction and criticism, Kris leans on his philosophy that "how they feel about me is their business, not my business". He is protective of his time for his family and uses his phone's social media folders, renamed "value," to constantly remind himself that his mission is giving, not taking. His final piece of advice for building at scale is to invest time and money in finding a mentor who has already made the mistakes you are about to make, allowing you to go faster. Give your clients the competitive edge with Zillow’s Showcase. Discover how this exclusive, immersive media experience—featuring stunning photography, video, virtual staging, and SkyTour—helps agents drive more views, saves, and shares. Agents using Showcase on the majority of their listings on Zillow list 30% more homes than similar non-Showcase agents. Learn how to stand out and become the agent sellers choose. https://www.zillow.com/agents/showcase/ Links mentioned in the show: https://youtu.be/rQ1edhtDLOw Connect with Kris on LinkedIn and check out krislindahl.com & connectwithkl.com. https://krislindahl.com https://connectwithkl.com/ #1 Best Selling Book- Arms Out https://a.co/d/aNhUAts Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1 To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/ Follow Real Estate Insiders Unfiltered Podcast on Instagram, YouTube - Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com. Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/ Chapter Markers 00:00 Introduction and Kris's Background as a Teacher 05:40 The Through Line: How Trauma Drives Emotional Intelligence and Success 11:59 The Resistance Analogy: Building Muscle From Life's Hardship 14:50 Rapid Fire: Books (Patrick Lencioni) and Most Influential Person (Grandpa) 17:15 The Importance of Hobbies and Putting Your Oxygen Mask on First 20:00 Business Overview: From 175 Sides Solo to Independent Brokerage 24:00 The "Arms Out" Brand: Authenticity and Becoming Inescapable 27:15 The Power of Saying No: Protecting Time and Family 30:40 The Video Journey: From Hostage Video to Hundreds of Videos a Day 36:50 Dealing with Haters: Why Your Confidence Is Your Shield 41:00 Real-Time Marketing: From Mastermind to Radio Spot in 90 Minutes 42:50 Breakthrough: Shifting the Mindset from Taking to Giving 44:50 Off Track: The Myth of Work-Life Balance 47:50 Motivation for Writing Three Books and Sharing Core Values 52:50 Final Question: The One Piece of Advice for Scale @twobrotherscreative

Parker Pemberton and Liz Rein (a former attorney) of Pemberton Real Estate detail their unique and successful trajectory in the Minnesota market. Their firm, recently transitioned from a large team to an independent brokerage, is closing 2,200 transactions and $829 million in volume in 2024. Parker's personal story is one of resilience and failure. After his professional golf career ended, he initially failed in real estate (2011). He was forced to start a lawn care business, which taught him the critical lesson of sales and lead generation through relentless door-knocking. This led to his second, successful return to real estate where the mindset "all clicked". Liz, meanwhile, left a 10-year law career due to its adversarial nature and joined Parker first as an admin, to find a way to make her personal and work life "feel like extensions of each other". Their most unconventional decision was moving from a stable, large team (193 agents) within another firm to launching their own brokerage, even making the move right after the Compass-Anywhere acquisition news broke. They quickly adopted an "elective services" model, which allows agents to choose and pay for services like transaction coordination, marketing, and video production on an a la carte basis. This turns support departments into internal profit centers. This model rewards high-producing agents by allowing them to keep top commission splits to high-producing agents while retaining full infrastructure. They emphasize that agents are willing to pay more for convenience and service rather than opting for the cheapest competitor. On the topic of online leads, Parker directly addresses the common agent complaint with the company's famous internal motto: "The leads don’t suck, you suck". He argues that leads are an opportunity to start the sales process faster and that poor conversion is an agent failure. Their strategy is to flip the business mix from being primarily company-lead driven to agent sphere/past client. They achieve this by moving leads to the agent's Sphere of Influence (SOI) after 12 months, rewarding long-term client nurturing. Their final focus is on AI, where they coach agents to master findability on ChatGPT, believing that this is the new frontier for lead generation and brand trust. Give your clients the competitive edge with Zillow’s Showcase. Discover how this exclusive, immersive media experience—featuring stunning photography, video, virtual staging, and SkyTour—helps agents drive more views, saves, and shares. Agents using Showcase on the majority of their listings on Zillow list 30% more homes than similar non-Showcase agents. Learn how to stand out and become the agent sellers choose. https://www.zillow.com/agents/showcase/ Connect with Liz on Instagram - Facebook. https://www.instagram.com/Lizrein https://www.facebook.com/liz.rein.9 Connect with Parker on Instagram - Facebook. https://www.instagram.com/parker.pemberton/ https://www.facebook.com/parker.pemberton.5 Learn more about Pemberton Real Estate on Instagram - Facebook and online at join-pemberton.com and pembertonhomesteam.com. https://www.instagram.com/pemberton_realestate/ https://www.facebook.com/PembertonRE https://join-pemberton.com https://pembertonhomesteam.com Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1 To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/ Follow Real Estate Insiders Unfiltered Podcast on Instagram, YouTube - Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com. Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/ Chapter Markers 00:00 Introduction and Parker & Liz's Background 07:20 Liz’s Vulnerable Journey from Law to Admin to Brokerage 09:30 Parker’s Mindset: Overcoming Failure and the Professional Golfer’s Discipline 17:15 The Landscaping Lesson: Get Off the Mower and Find Leads 22:20 Production, Team Size, and the Brokerage Conversion Story 28:40 The Strategic Decision to Move from Team to Brokerage 33:20 Leading Through Acquisition Noise: The Golf Shot Focus 36:10 The Elective Services Model: Profit Centers and Custom Splits 45:45 The "Leads Don't Suck" Philosophy and SOI Strategy 49:40 AI and the Mission-Driven Life 52:30 Final Advice: Start from Contribution @twobrotherscreative

George Laughton, founder of The Laughton Team, begins by candidly recounting his start in real estate, highlighting his remarkably poor timing as an investor in late 2006, buying three rentals with Option-ARM financing just before the crash. This failure forced a pivot into REO and short sales in the turbulent 2007-2008 market. He successfully transitioned his operationally-minded REO team into a traditional sales model by 2013, focusing heavily on lead generation and CRM implementation. Today, The Laughton Team has 200 agents primarily in Arizona, averaging about $900 million in annual volume and around 2,000 transactions. A core principle of Laughton's leadership is the constant anticipation of market shifts, employing a strategy of firing "bullets than cannonballs" to test and refine business pillars. His mindset is one of abundance, famously viewing the iBuyer phenomenon in Phoenix (its epicenter) as an opportunity. His strategy was to "make friends with them" (Opendoor, Zillow Offers) and position his team to capture the high volume of seller leads generated from their marketing. The team's structure is built on interdependence, rejecting the traditional independent contractor model. Laughton seeks agents with a "strong desire to win" (economic competitiveness). His management philosophy involves scaling into multiple satellite "pods" with a sales leader-to-agent ratio in the 30-40 range, which he considers the breaking point for quality connection and retention. He shares proprietary systems for the benefit of the listeners, notably the Reverse Offer Playbook. This strategy is used to combat canceled and aged listings by generating a seller-initiated offer to prospective buyers and their agents who have shown interest. His final advice centers on the non-negotiable need for consistent investment in coaching and development. He argues that a strong P&L-based investment in self-development is the true measure of a top performer, not a cost to be cut. Give your clients the competitive edge with Zillow’s Showcase. Discover how this exclusive, immersive media experience—featuring stunning photography, video, virtual staging, and SkyTour—helps agents drive more views, saves, and shares. Agents using Showcase on the majority of their listings on Zillow list 30% more homes than similar non-Showcase agents. Learn how to stand out and become the agent sellers choose. https://www.zillow.com/agents/showcase/ Here is a sample link to the toolkits we discussed on the podcast. https://reverse-offer-toolkit-1j1j8rk.gamma.site/ Connect with George on LinkedIn. https://instagram.com/georgelaughton Learn more about The Laughton Team on Instagram and online at myphoenixhomesearch.com. https://instagram.com/laughtonteam https://myphoenixhomesearch.com Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1 To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/ Follow Real Estate Insiders Unfiltered Podcast on Instagram, YouTube - Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com. Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/ Chapter Markers 00:00 Introduction and George's Rough Start as an Investor 04:30 The Pivot: From Option-ARM to REO and Market Shift Anticipation 10:30 Strategy: Firing "Bullets than Cannonballs" to Test Ideas 12:00 Event Strategy: Going with a Mission, Not Just for Dinner 14:40 Rapid Fire: Podcasts, Mentors (Grandfather), and Humility 17:40 Scaling the Team: Lead Generation, Zillow Offers, and Building Culture 24:00 The Abundance Mindset and Making Friends with iBuyers 27:10 Team Structure, Levels, and Leading Interdependent Agents 30:30 The Strong Desire to Win (Economic) as the Key Trait 34:00 Systems Sharing: The Reverse Offer Playbook 36:50 The Future of AI and the Fear of Lower Margins 42:15 Final Thoughts: Ignoring Noise and the Power of Coaching 44:20 Final Question: The One Thing to Implement Today @twobrotherscreative​

Ryan O'Neill runs one of the most successful real estate teams in the country — and he does it with kindness, clarity, and consistency. In this episode, James and Keith sit down with The Minnesota Real Estate Team founder to unpack how he scaled a 215-agent team to 1,600+ sides and $621M in volume in 2024. What makes Ryan different? He doesn’t recruit — he attracts. He doesn’t need a brokerage — because he’s built a system that delivers real value to agents and clients alike. You’ll learn how he approaches real estate lead generation, why he embraces AI and multiple tech platforms, and how he stays grounded with a human-first mindset in a tech-driven world. If you’ve ever wondered what it looks like to lead with integrity in real estate (while still dominating your market), this episode is for you. With unmatched consumer insights and integrated tools, Zillow gives agents a daily competitive edge. Simplify workflows, gain powerful data, scale smarter and serve clients better than ever. Plus, now you can supercharge your business at Unlock 2025 — the premiere industry event for growth-minded pros like you. From scripts to systems, you’ll leave Unlock 2025 equipped with the exact tools and strategies to grow your business faster. Ideas are everywhere…growth happens here — join top agents and register at www.unlockconference.com. Use code UNLOCKPROMO20 for 20% off your ticket today. https://www.unlockconference.com/ Connect with Ryan on LinkedIn - Facebook - Instagram - TikTok. https://www.linkedin.com/in/ryanoneill10 https://www.facebook.com/ryanoneill10/ https://www.instagram.com/ryanoneill10/?hl=en https://www.tiktok.com/@ryanoneill100 Learn more about The Minnesota Real Estate Team online at MnRealEstateTeam.com. https://www.mnrealestateteam.com/ Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1 To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/ Follow Real Estate Insiders Unfiltered Podcast on Instagram, YouTube - Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com. Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/ Chapters 00:00 Introduction and the Remax Team's Success 03:30 Ryan's Background: From Investor to Team Leader 07:10 The Critical Shift: Stepping Out of Sales Production 09:20 Resisting the "Next Level" Trap and Complacency 10:45 Rapid Fire: Books, Music, and the Dueling Piano Song 13:50 Production, Team Size, and the $621M Volume 16:20 Why He Didn't Open a Brokerage: The "Broke" in Brokerage 17:50 Differentiation: Kindness as a Superpower 21:10 Attraction vs. Recruiting: The Abundancy Mindset 25:30 Lead Generation Sources and the "Kind Realtor" 36:15 Client Retention and the Simple Power of Follow-Up 40:30 Tech Stack (Multiple CRMs) and AI Adoption 46:50 Final Advice: Leadership, Self-Care, and Finding Good People @twobrotherscreative

Tony Hanson and Lucas Mudrey, co-founders of Paracle (a Greek word meaning "to come alongside, to advise, and to counsel"), provide an energetic and highly tactical blueprint for building a successful brokerage. The company spans the Carolinas with five offices, over 400 agents, and does approximately $1 billion in annual sales. Lucas, a former attorney, and Tony, a real estate veteran, built the company with a lead generation-focused model, spending approximately $500,000 per month to acquire highly predictable business. This approach was chosen specifically to eliminate the "yo-yo" effect and inconsistencies associated with relying solely on agents' Sphere of Influence (SOI). The core of their operational philosophy is the "Rhino Mindset"—a framework that categorizes people as either "rhinos" (charging massively after goals and taking immediate action) or "cows" (blaming others and avoiding action). This culture is instilled from day one, requiring every new hire to read "Rhinoceros Success". They teach agents to calculate their worth, breaking down a $1 million income into $520 an hour to highlight the cost of "cow activities" (non-revenue-producing tasks). They aggressively charged through the 2020-2023 market downturn, which Tony calls the "separation season," leading to 30% year-over-year growth. Paracle's system is built to minimize the administrative burden ("dumb tax") and maximize lead conversion. Their tech stack includes Follow Up Boss, Maverick RE, and specialized tools like Texting Betty. A major innovation is their deployment of BrokerBot, an AI system that houses all company forms, compliance, and training to instantly answer redundant agent questions, freeing leaders for coaching. Lucas challenges the industry's focus on pre-qualification, arguing that it is "rude" and that every inbound lead is a "relationship opportunity", worth a potential $120,000 lifetime value. Their final advice for scaling is to prioritize the culture and people, as human capital, not money, is the biggest constraint to growth. With unmatched consumer insights and integrated tools, Zillow gives agents a daily competitive edge. Simplify workflows, gain powerful data, scale smarter and serve clients better than ever. Plus, now you can supercharge your business at Unlock 2025 — the premiere industry event for growth-minded pros like you. From scripts to systems, you’ll leave Unlock 2025 equipped with the exact tools and strategies to grow your business faster. Ideas are everywhere…growth happens here — join top agents and register at www.unlockconference.com. Use code UNLOCKPROMO20 for 20% off your ticket today. https://www.unlockconference.com/ Connect with Tony on - LinkedIn. https://www.linkedin.com/in/anthony-hanson-1a833712/ Learn more about Paracle on Instagram - Facebook or online at paraclerealty.com. https://www.instagram.com/bhgreparacle https://www.facebook.com/BHGREParacle/ https://paraclerealty.com Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1 To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/ Follow Real Estate Insiders Unfiltered Podcast on Instagram, YouTube - Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com. Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/ Chapter Markers 00:00 The Unfiltered Green Room Banter & Zillow Unlock Promo 04:10 Tony Hanson’s "Womb to Tomb" Real Estate Story 05:40 Lucas Mudrey: From Attorney to Broker (and why he left law) 07:50 Company Size, Markets (Carolinas), and $1 Billion in Sales 10:20 Rapid Fire: Books ("Rhinoceros Success"), Morning Rituals, and Mentors 16:00 The Rhino Mindset: Charging Through the Market and Avoiding Cow Activities 21:00 Managing a Pack of Rhinos: Using Stories and Collaboration for Alignment 24:30 The "Dumb Tax" and Calculating Hourly Worth 29:40 Pericle: The Greek Philosophy Driving a Sales Culture 32:00 The Hybrid Model: Why They Don’t Trust SOI and Spend $500K/Month on Leads 37:00 The "Colonoscopy" Problem: Why Pre-Qualifying is Rude and the Value of a Relationship Opportunity 42:00 Tech Stack: Follow Up Boss, Maverick, and the Genesis of BrokerBot 52:30 Final Advice for Scaling: Intentionality and Human Capital @twobrotherscreative

Greg Geilman, co-founder and CEO of DOMO Real Estate, shares his highly unusual origin story, revealing he got his real estate license in 2006 but made the radical decision to quit his stable tech job to become a full-time agent in 2010. This was during the Great Recession, and his former boss literally laughed at his choice. However, this calculated risk proved successful, and he later co-founded DOMO Real Estate, a brokerage focused on the high-end South Bay of Los Angeles, including Manhattan Beach and Hermosa Beach. His success continues today; in 2024, his team generated a goal of $200 million and hit $168 million in volume. Greg details his strategy for winning in the competitive luxury space, which is built on a tech advantage and authentic culture. Coming from a technology background, he relies heavily on Pay-Per-Click (PPC) advertising, a channel he believes is still wide open for new agents. He dismisses the idea that it's too late to enter the PPC game, noting that new offices can start small, with budgets as low as $1,000 a month. He and his co-founder focus on building a sustainable, profitable business by running incredibly lean: the brokerage aims for $200 million in sales with just two main staff members, plus a virtual assistant and a part-time fractional CTO to manage tech integrations. A core part of DOMO's success is its unique approach to agent performance and retention. Greg admits he is "afraid of scale" and fiercely protects the firm's authentic, helpful culture. To enforce accountability in a way that aligns with his non-militant style, he implemented a simple, effective system: agents must make a minimum of 50 calls a week to anyone to qualify for leads the following week. This focuses on habit formation. He emphasizes that the core of the business is the human nervous system, not data, and that by providing "approachable luxury", the firm helps people feel safe during the stressful transaction. Connect with Greg on LinkedIn. https://www.linkedin.com/in/ggeilman/ Learn more about DOMO Real Estate on LinkedIn, Reddit - YouTube - Facebook, TikTok - Instagram or online at DomoRealEstate.com. https://linkedin.com/company/domorealestate https://reddit.com/u/domorealestate https://youtube.com/@domorealestate https://facebook.com/thedomogroup https://tiktok.com/@domorealestate https://instagram.com/thedomogroup https://domorealestate.com/ Subscribe to Real Estate Insiders Unfiltered on YouTube! https://www.youtube.com/@RealEstateInsidersUnfiltered?sub_confirmation=1 To learn more about becoming a sponsor of the show send us an email: jessica@inman.com You asked for it. We delivered. Check out our new merch! https://merch.realestateinsidersunfiltered.com/ Follow Real Estate Insiders Unfiltered Podcast on Instagram, YouTube - Facebook - TikTok. Visit us online at realestateinsidersunfiltered.com. Link to Facebook Page: https://www.facebook.com/RealEstateInsidersUnfiltered Link to Instagram Page: https://www.instagram.com/realestateinsiderspod/ Link to YouTube Page: https://www.youtube.com/@RealEstateInsidersUnfiltered Link to TikTok Page: https://www.tiktok.com/@realestateinsiderspod Link to website: https://realestateinsidersunfiltered.com This podcast is produced by Two Brothers Creative. https://twobrotherscreative.com/contact/ Chapter Markers 00:00 Introduction and the "Crazy" Decision to Start in 2010 05:10 The Moment of Clarity: Quitting the Tech Job 10:00 The Core Problem: Commission Breath and Being Desperate 12:50 Rapid Fire: Meditation, Rituals, and Influences 13:50 Production, Team Size, and the $1.9M Average Price 16:00 PPC Masterclass: The True Cost of Leads and Starting Small 20:45 Accountability: The 50-Call Minimum and Why It Works 30:10 Authenticity: From Slacks to T-Shirts and Building Culture 33:40 Mentorship: Fixing the Broken New Agent Program 42:00 AI and the Human Nervous System: What We Really Sell 44:40 Final Question: The One Thing to Implement Today @twobrotherscreative