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Episode Info: Keri Shull began her illustrious career as an Oscar Meyer Weiner Girl, driving the Weinermobile across the US for $30K a year. Today, she runs a real estate empire, leading a team of 85 to more than $4B in sales. So, how do you go from driving a hot dog to scaling a real estate team that dominates the DC Metro market? Keri started building her real estate team in 2010, and today, they are ranked #1 in the DMV and #33 in the country. Keri’s team is working toward 1K transactions in 2019 with an eye to become #1 in the US within five years. Keri also serves other realtors looking to scale through HyperFast Academy and HyperLocal HyperFast Coaching. On this episode of Founders Club, Keri joins Oliver to explain how she went from 21 to 365 transactions in five years by focusing on builder accounts. She discusses what inspired her to start building a team and shares her approach to training, accountability, and overstaffing. Keri also describes how she thinks about profitability and offers insight into how her team does content marketing. Listen in for Keri’s advice around getting started in a new market and learn how she continues to scale by moving from idea to execution—in an insanely short period of time! Key Takeaways [1:16] What makes Keri’s team #1 in her market Care deeply about clients, team Very focused marketing Replicate other’s success [6:15] Keri’s niche focusing on builder accounts Look for high land value, low property value Target letter giving client options Send 3X in 3 consecutive weeks Provide more value, client support [16:20] Keri’s early days in the real estate business Recruited to sell new homes, then condos Got license to help investor do bulk sales Deal fell through, started working as agent [23:02] What inspired Keri to build a team Met agents doing hundreds of transactions (live event) Hire to solve for weaknesses [28:59] Keri’s approach to overstaffing Hire ahead of salespeople to facilitate success Anticipate where going, hire for that [30:43] How Keri trains her team Social proof drives coachability Evolving commission or salary models [34:50] Keri’s take on accountability Weekly individual meeting with sales manager Publish conversion and sales numbers Weekly email to team Tools to help meet income goals [40:51] Keri’s Buyers-in-Waiting Database Already invested money in finding buyers Made up of past clients, opt-ins on ads [44:28] How Keri thinks about profitability Invest in digital game (e.g.: Facebook ads) Salaried position to do personal referrals Use SOI cap to reward hunters [51:33] Keri’s goals for continued growth #1 team in world in next five years (1,723 sides) Grow companies to support other agents [56:20] How Keri’s team does content marketing Implement digital mayor strategy Blitz Day contest with team (videographers) Pay to drive traffic to social channels Feed audience into funnels, set appointments [1:05:43] The content that gets the most engagement Amazon is Coming to Town cu...
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