So, we’re continuing down the path of how you can generate business today.
If you missed last week’s email, no worries, this one will be great!
If you want the exact strategies, scripts, and systems behind the #1 team in Louisiana…
And how he not only is selling 393 homes a year but stepped into production this year to sell $17M (leading by example)… then keep reading.
In this newsletter:
How a DJ built the #1 team and his entire lead gen playbook
How a solo agent grew an Instagram to 67,000 followers, became a local celebrity, gets 4M views a month, 5-10 inbound leads a month, and will sell $25M+ this year.
This week’s YouTube outlier video topics you can model
A 2-hour advanced email webinar on how you can turn your email list into listing appointments.
Enjoy!
— Andrew
Playbook
Trey Willard wasn't always the #1 real estate mogul in Louisiana.
In fact, just 14 years ago, you were more likely to find him DJ’ing at nightclubs rather than closing deals.
But Trey had drive and ambition coursing through his veins.
He hustled hard, juggling long nights DJing with long days showing properties.
Little by little, deal by deal, Trey built his real estate empire in 3 separate markets!
In 2022, Trey's team did a staggering 490 closings for $144 million in volume.
Even in a down market in 2023, they still brought in $110 million across 393 closings.
And 2024 is looking even brighter, with 247 closings and 82 pending contracts already on the books (earlier this year).
All while stepping back into production, selling $17M, and leading by example.
So, what's the secret to Trey's meteoric rise?
It comes down to three core pillars:
The 36-Touch System
Trey stays top-of-mind with his 50,000+ clients through relentless outreach.
Trey does 2 hours of lead generation every day, aiming to have 10 real estate conversations daily.
Quarterly ‘Home Equity Update’ check-ins
Monthly emails
Annual mailers
Local client appreciation events
Personal ‘Happy Birthday’ video messages
FORD conversations with his database
No stone is left unturned.
One example is the consistent Home Equity updates:
Put all homeowners into Fello (or Homebot if you don’t use that)
Set a reminder in Follow Up Boss every 90 days to update their Home Value
Send a personalized text, video message or email with Trey’s Equity Check-In script
The results? $17M this year while running his team.
As Trey puts it, "If you're not staying top of mind, you're the secret agent."
The Rule of Three Lead
Sources Trey coaches his agents to master three primary lead channels:
Sphere of influence/past clients (45-50% of deals)
Online leads like Zillow Premier Agent (40%)
Supplemental sources like agent referrals (10-15%)
"Focus on being great at three things, not mediocre at ten," - Trey advises his agents.
Metrics & Accountability
Every agent, every activity, and every result is tracked religiously in Sisu.
The key metric? Met appointments.
"If you meet with 96 people and have a 65% conversion rate, that's 42 deals," - Trey.
"Feed the stallions, starve the ponies."
He even shared the scripts his team uses and how he coaches his team:
This is even the script they use to book Buyer Consultations:
“Look, I’m here to help you, and I want to be your real estate advisor.
Has anybody sat down with you guys for 15 or 20 minutes and explained the whole buying process? No, right? Awesome.
Hey Andrew, it would be really, really important that we met for a few minutes.
So, did you want to come to the office, or would it be more convenient if I met you at like a Starbucks, or we could just get a cup of coffee, like just chat.”
Trey leads by example, still personally producing $17 million in sales despite running a massive team.
He pours into his agents with weekly roleplay sessions, one-on-ones, and an unyielding culture of accountability.
"You have to have standards and hold people to them. Period."
Expansion is the future, with Trey setting his sights on dominating markets along the Gulf Coast next.
"Zillow Flex has allowed me to move into a market, lead with revenue, then reinvest profits into more lead sources," he explains.
It's a playbook he's replicating from Louisiana to Florida.
For this former DJ, there's no such thing as an overnight success.
It's taken 14 years of relentless consistency, strategic focus, and an obsession with personal growth.
But if you follow the plan Trey laid out for his team, you can leverage it to grow your business, too!
If you want to dive deeper into Trey’s story & playbooks, then check out the full podcast on Breaking and Building Leaders!
P.S. We have a part 2 coming that dives deeper into his systems and team. Stay tuned.
“I was exposed to playing bigger. I saw these people standing on a stage that was making 500 sales per year. And I said to myself, well if they can do it, I can do it.”
Stop posting about real estate” might sound like strange advice from someone who sells homes...
But that’s exactly how Brandon Blankenship built a $25M real estate business in Chicago’s suburbs.
When Brandon moved back from LA during COVID, he only closed 3 deals in his first 6 months.
Then he tried something different: Instead of posting listings, he started sharing local restaurant reviews.
Instead of open houses, he covered pumpkin patches. Instead of market updates, he breaks the news about new developments, commercial real estate, and the newest local things!
The results?
67,000 targeted followers
4 million monthly views (now 6M+)
50+ deals per year
5-10 qualified leads every month
All from NOT talking about real estate.
This isn’t your typical “just post consistently” advice.
Brandon shares actual examples, templates, and behind-the-scenes looks at how he’s building a media company that happens to sell real estate.
In today’s podcast, we cover:
The exact 15-minute content system his VA uses to create viral green screen videos
Why posting about Weekend Events outperforms listing photos
How he uses Instagram polls to generate leads without being salesy
The TMZ-style strategy that got his news post 245,000 views
The email newsletter template that’s building his database
Watch now to see how you can become the Digital Mayor of your market!
After you watch let me know what you think - if you like it and I should do it more!
Packaging (Topic + Title + Thumbnails) of the Week
2.2x - I Just Found The Most EXQUISITE {CITY} Custom Home Of The Year! (not kidding) | {BUILDER}Y, STATE}
4.3x - DON'T Move to {CITY}... Unless You Can Handle These 10 Things
2.6x - {SHORT HOOK}! {SELLING POINT + TYPE OF PROPERTY} For Sale in {CITY} - {SIZE}
2.6x - Why Everyone will be FLEEING {STATE} in 2025 (NOT FAKE NEWS)
3.5x - TOUR A ${PRICE} {CITY} New Construction Luxury Home | {CITY} Real Estate
2.2x - {CITY} – What’s It Really Like Now?
2.1x - Explore {CITY} + {HOME TYPE}: From {SELLING POINT} to {SELLING POINT}!
2.5x - The Best Affordable {CITY} Suburb With Luxury Homes & A Small Town Feel
3.9x - Trump's Return Could RESHAPE The {CITY} Housing Market
7.6x - Truth About Living in {CITY} Downtown
I hope these help inspire your next video!
In partnership with Chris Smith:
This free email masterclass is one of Chris Smith’s (founder of Curaytor) most liked workshops he’s ever put on.
On November 19th, he’s revealing the complete playbook behind 125 straight weeks of the Chris List:
You'll discover:
Why the "Chris List" formula gets opened 2.4X more than normal real estate emails
How to turn your database into your best lead source (without being salesy)
The exact templates we use in Charlotte, Tampa, and 23 other markets
ChatGPT prompts that write your emails for you
how to turn your email list into listing appoints
Plus, I’ll be sharing what’s helped us scale 15+ hyper-local email newsletters from monthly to weekly.
If you're tired of missing out on listings from your database, join us:
That's it for today!
Curious to hear your results after you implement 1 of these into your business!
Time to build for 2025!
Andrew Bayon
P.S. RSVP for the FREE 2-hour ADVANCED EMAIL webinar next Tuesday with Chris Smith and me. You won’t want to miss this training if you want to turn your email list into listing appointments!
