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:

1. How a DJ built the #1 team and his entire lead gen playbook

2. 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.

3. This week’s YouTube outlier video topics you can model

4. 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:

1. Put all homeowners into Fello (or Homebot if you don’t use that)

2. Set a reminder in Follow Up Boss every 90 days to update their Home Value

3. 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.