David Garcia couldn't afford to pay his videographer. So he paid him in Waterburger gift cards.

Alanna drained her 401K to send David to a Gary Vaynerchuk conference in Miami. He slept on a friend's couch.

"I believed in him," she said. "But I told him you better get your money's worth."

Today, their brokerage Evoke does $20 million in monthly production. Without buying a single lead.

From scraping together conference fees to building San Antonio's most sought-after real estate firm.

This playbook shows you their exact strategy.

— Andrew

Part I: The $47 Take Problem

Most brokerages think agents want leads. Signs. Ad dollars.

David and Alanna discovered what they actually want:

"We had an agent switch to us from a major brokerage. She said it took two weeks to hear back from her broker. TWO WEEKS."

The difference?

At Evoke, agents never wonder if someone will pick up the phone; they know David and Alanna will answer, usually within hours, not weeks.

Part II: Why They Never Buy a Single Lead

They've turned down hundreds of agents looking for handouts. Because agents waiting for leads don't build $20M months. Agents who build brands do.

Part III: The Videographer Who Changed Everything

David watches Gary Vee speak about video. Comes home transformed.

"Listen, I need to go full-time real estate. Can you support me?"

Alanna: "After we get married."

He hires Eric, a videographer. Can't afford to pay him money. Pays him in Waterburger gift cards instead.

"Just follow me around the entire day," David tells him. "Get everything."

Two years of weekly vlogs. Nobody in San Antonio was doing home video tours. David becomes "the video guy."

Then they make the move everyone said was insane:

Hire Eric full-time for the brokerage. Give every agent free access to video. No production thresholds. No minimums.

"People ask agents in recruiting meetings, how much do I have to sell before I get video access? We say 'It's included.' They literally cannot comprehend it."

The compound effect: Year 1: 2 million in production → Year 2: 5 million → Year 3: 8 million

All from consistency + Eric behind the camera.

Part IV: The 90-Day Truth Bomb

Results: First month after implementation: $20 million in production.

The agents who quit? They were the "reactive" ones—high highs, then nothing in the pipeline, then blaming the brokerage.

The agents who stayed? They finally had structure.

Part V: The Marriage That Runs a Business (Without Killing Each Other)

Their friends ask constantly: "How do you work with your spouse without divorcing?"

The Tuesday ritual that changed everything:

Power Hour, 10 am, every week, not mandatory ("we legally can't require it") but "highly encouraged" (borderline mandatory).

New agent's first Power Hour: Jumps on a cold call with another agent, both Spanish speakers. They list and sell the house in under a week.

"Just being in the room changes everything."

Part VI: Why They Turn Down 80% of Agents

Red flag questions they hear in recruiting:

• "What do you do for leads?" (First question = goodbye)

• "What's the split?" (Leading with money = wrong focus)

• "Do I have to come to the office?" (Already checked out)

One agent said: "I usually never leave my house."

Alanna: "Okay, so... next."

They're not looking for agents. They're looking for believers.

"Complacency is just as toxic as negativity. One person who doesn't care will bring down five people who do."

Their perfect agent:

• Wakes up with a system

• Tracks everything intentionally

• Shows up to Power Hour

• Makes videos without being asked

• Doesn't need leads handed to them

"We can teach you the business. We can't teach you to give a damn."

The Closing Loop

David keeps one thing on his desk: the Waterburger gift card he used to pay Eric. Their first investment in what would become a $20M/month brokerage.

Here's what they learned:

Stop waiting for leads, start building your brand, stop texting your broker find one who answers, stop working alone and find your Power Hour.

Your move:

Tomorrow morning, do what David and Alanna did:

1. Make one video (even if it's "cringey")

2. Answer every call within 2 hours (not 2 weeks)

3. Show up where your people are (even if it's not mandatory)

They turned gift cards into $20 million a month, ot with leads, not with scripts. Not with magic formulas.

Culture beats leads. Videos beat cold calls. Showing up beats showing off.

Every single time.

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