How KW Agent Allison Greco Went From $6.5M to $40M in Three Years
When Allison Greco committed to pursuing real estate full time in 2015, she was not met with a ‘sky is the limit’ mentality.
“I interviewed at a few different brokerages and they all said the same thing: That the average agent sells 10 to 15 houses per year and should not expect to make any money during the first few months.” For about a year before joining Keller Williams, Greco hung her license with a boutique firm and realized pretty quickly that she’d need to align herself with a brokerage that could help her pave the foundation for creating a large business as well as provide her access to top industry leaders. With this in mind, she chose Keller Williams.
“The first week that I joined, I was invited to attend a training session (How to Win With Sellers) in Raleigh, North Carolina,” Greco reminisces. “This isn’t something people generally do in my small town, so it was different. At the time I was producing $6.5M in sales volume. That was the first big moment when I was sitting in a room full of professionals and we were all listening to someone who was larger than life speak. They were producing to an extent that at the time I had no clue was a possibility.”
Three years later, and now leading a team of four agents and two admins, Greco has come a long way, selling $40M in volume and bringing in nearly $1.2M in GCI. Here, she outlines the path that took her there.
The Keys to Success: Consistency and Leverage
Step 1: Consistency
Shortly upon joining the company, Greco took her first BOLD – a program which provides tactics and scripts for successful lead generation. Now a three-time BOLD graduate, Greco credits the program for introducing her to the habits of consistency and leverage, both practices that have helped her achieve great success.
The program statistics support this success. After taking KW’s virtual BOLD iteration, BOLD Pivot, agents averaged 46% more contacts created and 39% more opportunities created, and 14% more listings taken than agents who did not.
“Before, I was doing many things instead of just focusing on a few items. Cold calling, not just doing it, but doing it day in and day out knowing that it is part of my routine, was huge,” Greco says. In maintaining consistency with cold calls, Greco believes the most important aspect to gain control of is scripts. “If you don’t know what you are going to say to these people, then your success rate is going to be lower.” To jump-start her own business, Greco focused on cold-calling expireds and for sale by owners. “I was very comfortable with knowing that these people had the intention of selling,” she says.
Step 2: Leverage
As a single agent with no administrative help, Greco had 25 homes under contract at one time. “My team leader told me over and over, hire leverage,” she shares. “While I was very busy in my business, I was fearful that if I hired a person, I would not be able to support them financially.”
In January 2019, Greco took the leap and made her first hire to support with contract to close. “What KW helped me understand is that this is the entire point of bringing someone in – so a month from now, you don’t have a decrease in business and you are able to keep it stable. This has, in turn, helped me further leverage my own abilities.”
When to Hire. Who to Hire: “The challenge is to add the right people, because that impact could be positive or negative, depending on who they are and what they do. Great talent is irreplaceable. Great talent often meets and exceeds your standards and has the capacity to grow with you and the business,” writes Gary Keller in The Millionaire Real Estate Agent.
If you are a Keller Williams agent who would like more insights into leverage, check out the Leverage series available on Connect – a powerful set of courses that can help you identify, develop, and lead your talent bench.
Step 3: Maintaining a Growth Mindset
Throughout the years, Greco’s limiting beliefs shifted to a growth mindset – which she summarizes as “wanting to get better and knowing I have the ability to do so.” When she was encouraged to come up with a mission statement, a vision, and a set of values, she began heavily associating her personal growth with that of her agents and her clients. “I’ve had to really dive in, understand, and refocus on what is my ‘why’,” she shares. “What that meant to me is that growing a business is bigger than doubling my volume every year. A part of my mission statement reads: ‘Our concept of community transcends real estate, and we believe that our greatest contribution to our community is through service and industry expertise.’”
Greco will be the first one to tell you that she is focused on numerical growth and highly competitive, but more than that, she strives to have a high degree of empathy and understand what her clients are going through. “If we can continue to improve on their customer experience and how they feel at the end of the day, I think our business will grow organically.”
To maintain this growth mindset, Greco seeks opportunities to feed off the energy of others. “COVID has been tough with no in-person training, but Mega Camp – Keller Williams’ upcoming virtual conference – will help me re-focus and re-energize,” she says. “I love learning from others, and think we can all grow and learn from each other.”
Greco is a firm believer in being present at the office, listening, learning, and teaching classes. In addition, she seeks inspiration in books such as Bob Burg’s The Go-Giver, which hosts her favorite quote: “Your true worth is determined by how much more you give in value than you take in payment.” Simon Sinek’s The Infinite Game and Leaders Eat Last are additional favorites.
Greco generously shares her everyday schedule for success:
- 6 – 8 a.m. Document prep from the previous day and information gathering to improve database health (e.g., contact info for cold-calling expired listings and FSBOs)
- 8 – 10 a.m. Lead generation and prospecting
- 10 a.m. – 3 p.m. Listing appointments and buyers appointments (“Try to keep this part of your schedule and do not break this timeframe for buyers and sellers if you can help it,” Greco says)
- 3 – 4 p.m. Check in with team members: Training, coaching, answering questions
- 4 – 6 p.m. Contract or document follow-ups and transaction negotiations
Moving forward, Greco is focused on nurturing the team’s customer experience and perfecting the systems it already has in place. “My goal for the next five years is to create very large businesses for my agents. If I can focus on that instead of what I am personally getting as a team leader and rainmaker, I really feel like everything will fall into place,” she shares.
“Looking back at my journey, it makes me laugh, because the long-term world that I had envisioned for myself in real estate was so small, and I think that Keller Williams gave me the ability to think bigger – and that was the first stepping-stone.”