THE GAUNTLET
A Winner Realty Agent’s Field Guide to Lead Generation That Works
Table of Contents
(Page numbers are estimates and will adjust slightly in layout.)
1. Introduction: Why the Gauntlet Exists
2. Ground Rules: Free, Effort-Based, Repeatable
3. Using “Rob’s Brain” to Handle Objections and Offer Solutions
4. Door Knocking (Lisa Tucker model)
5. FSBO Outreach (Craigslist, Facebook Marketplace, BiggerPockets) 6. Expired Listings (Phone + Letter System)
7. Divorce and Probate Leads (via Elevate and County Data)
8. Guerrilla Marketing (Nextdoor, flyers, bookmarks, biz cards in real estate books) 9. Open House Conversion Strategy (from boring to booming)
10. Networking Events (Value-first approach + follow-up strategy)
11. Building a Buyers List (Investor focus + OffMarket.Deals angle) 12. Working OffMarket.Deals Buyer Requests (High-conversion dialogue flow) 13. Recruiting Agents (Pitching the Winner model with a script)
14. Property Management Referrals (Finding handoff partners and systems) 15. Creative Finance Leads (Seller finance, novation, lease options) 16. Using Facebook Groups to Farm Niche Leads
17. Video Content That Converts (Free lead gen through storytelling) 18. The “Reverse Lead Funnel” (Turn cold buyers into listing leads) 19. The Hand-in-Hand Visit (Why our 1% matters—and how to use that in your pitch)
20. Assigning Contracts: Create the Deal. The Move the Contract
21. Track, Reflect, and Adapt: Building Your Lead Gen Stack
Page 1: INTRODUCTION — Why the Gauntlet Exists
Welcome to The Gauntlet — a no-fluff, high-reward training series built for agents who are ready to tak
e control of their pipeline, sharpen their tools, and figure out what actually works… for them.
There’s no magic pill in real estate. But there are repeatable actions that consistently generate revenue. This guide is a field manual — not a textbook — designed to help you move, try, fail, tweak, and win. It’s built for action-takers.
You will not be told “this is the one way.” You will be shown 16+ lead generation methods — all proven, all free, all based on effort — and you will try each one at least once. Not to see if you’re perfect at it… but to test fit. Some will feel like a chore. Others will click. Our goal is to help you find your winning rhythm — your repeatable 1–3 strategies that you can scale, systemize, and succeed with.
Why It’s Called the Gauntlet
In medieval times, a gauntlet was a heavy armored glove thrown down as a challenge. The phrase “run the gauntlet” comes from a brutal trial of endurance. This guide is your challenge. You’ll be trying new things, getting out of your comfort zone, and building reps.
This is not theory. This is trench work. Think of it as a real-world lab to test lead gen methods in your local market and in your own voice.
What Makes This Different?
Most brokerages hand you a phone and say “make 100 calls.” That’s not a strategy — that’s a punishment. The Gauntlet focuses on:
● Proven, duplicatable systems
● Zero paid ads or pay-to-play gimmicks
● Copy-paste scripts and templates you can tweak
● Tools to overcome objections with confidence (via “Rob’s Brain”)
● A wide lens of seller and buyer types — from FSBOs to pre-foreclosures to agent recruiting
It’s built by people who’ve done the reps. Not marketers. Not coaches. Working agents who got traction, made it sustainable, and built pipelines from scratch.
How to Use This Guide
Each section = one strategy. Each strategy has:
● A 5-minute briefing (what it is, why it works)
● A real-world example or success story
● Scripts/templates you can swipe and deploy today
● A minimum challenge (do it once or for 2 hours, just to test it)
● Optional: advanced tactics, follow-up drip systems, or automation
After you’ve run all 16+, you’ll know exactly what fits your style. You’ll double down on the 2–3 that feel natural and generate results. That becomes your “stack.”
We don’t just teach fishing here — we hand you 16 different rods, let you try each one, and help you master the few that catch fish consistently in your local waters.
⚖️ Page 2: GROUND RULES — Free, Effort-Based, Repeatable
Let’s set the foundation. The Gauntlet is built around three non-negotiables: 1. It Must Be Free
If it costs money, it’s not in this playbook.
No paid leads.
No boosted posts.
No PPC ads.
No subscription CRMs.
You can build a six-figure business using nothing but time, consistency, and creativity. When you’re seasoned and cash-flowing, you can choose to invest in scalable tools. But for now? Sweat equity is the most valuable currency.
Each strategy in this guide requires zero dollars. If you’re hungry, you’re dangerous — because most of your competition won’t even try what’s in here unless someone hands them a shiny funnel or ad budget. You’ll win because you moved first and moved often.
2. It Must Be Effort-Based
No passive “brand-building.” No pretending posting once on social is work.
This is about action. Talking to people. Making offers. Starting conversations. Solving problems. Following up.
Effort means:
● Knocking on 30 doors, not designing a door hanger
● Sending 25 DMs, not liking 25 posts
● Calling 10 people about a real opportunity, not just “checking in”
Every strategy in this book forces interaction. Real-world reps. You are not in “marketing” mode — you are in “find a problem and offer a solution” mode. Every touchpoint should create a next step.
3. It Must Be Repeatable
You’re not here for a one-off tactic. You’re here to build your stack — the 1 to 3 methods you can return to over and over to generate business on demand.
A repeatable lead gen method has:
● Predictable setup time
● Clear action steps
● A specific target (FSBOs, expireds, buyers, investors, etc.)
● A low-friction way to track or measure results
It doesn’t mean you’ll close a deal every day — but it does mean that when you get low on leads, you have something you can do today to fill your pipeline. No waiting. No wishing.
Your Job: Be the Scientist
Try everything. Measure your results. Pay attention to how each method makes you feel.
If you dread it, and it doesn’t produce leads, cut it.
If it gives you energy or results (or both), you’ve found a winner.
You’ll be surprised which ones stick. You may think “I’ll hate door knocking” — and then find out you love the adrenaline rush and conversations. Or you may think “social media is easy” — and find it yields zero because you’re not following up correctly.
No one knows your zone until you step into it.
Page 3: USING ROB’S BRAIN — Objection Handling & Solution Pitching
Most agents panic when they hear the word “no.”
But top producers? They get curious. They dig deeper. Because “no” is usually code for “I don’t see how this solves my problem yet.”
That’s where Rob’s Brain comes in.
What Is “Rob’s Brain”?
Rob’s Brain is a shared vault of copy-paste answers, objection-crushing scripts, and easy-to-understand seller solutions — all built around the core belief:
The more solutions you can offer, the more deals you will close.
You don’t need to memorize everything. You just need to know where to look. (Think of it like a cheat code folder you pull up while on a call or at a kitchen table.)
The 3-Part Formula for Handling Objections
Whenever a seller pushes back, run this play:
1. Acknowledge
Show empathy. Confirm their concern. Make them feel heard.
“Totally makes sense that you’d want to explore your options…”
2. Ask or Reframe
Clarify what they actually want. Sometimes they don’t even know.
“Is your bigger goal to walk away with the most cash — or to close quickly with no hassles?”
3. Offer Multiple Solutions
This is your power play. Give them options — real, tailored, low-pressure paths forward. “Well, I’ve got a few ways we could help depending on your goals…”
Example: Seller Wants to Sell, But Thinks They’ll Lose Money Seller: “I don’t want to list right now — the market’s down and I’d lose money.” Agent Response (using Rob’s Brain):
“Totally fair. I’ve heard that from several homeowners recently — no one wants to feel like they’re leaving money on the table. That said, I’ve got three different options that have worked for folks in your exact situation:
1. We can pre-list your home on our OffMarket.deals network to see if an investor wants to buy it as-is. No formal listing, no showings, and we skip the double commission.
2. If you need top dollar, we can explore light upgrades or repairs to increase resale value. I’ve got contractors who work fast and affordably — and you can still sell in weeks, not months.
3. If you’re not in a rush, we can run a rental analysis and explore short-term cash flow while the market recovers. I can even connect you with a property manager.”
“No pressure — but at least this way you’re not stuck or forced into one path. Would any of those be worth exploring?”
Boom — they now see you as a problem-solver, not a pushy agent.
Common Solutions in Rob’s Brain
Every time you hear hesitation from a seller, you should be able to pivot with one or more of these:
● OffMarket pre-list (fewer fees, faster)
● Full listing (retail price, broad exposure)
● Lease option (keep income, sell later)
● Novation deal (investor pays for repairs and listing)
● Creative finance (land contract, wrap, sub2)
● Rent-to-own strategy (more income, deferred sale)
● Sell to another investor in your network (quick, simple)
● Turn into short-term rental (if zoning and location make sense)
These are in your arsenal. You just need to know which to offer when.
Pro Tip: Build Your “Go-To Three”
As you run through The Gauntlet, start narrowing down your “Go-To Three” responses that feel most natural to you. You don’t need to pitch all seven every time. You just need to give the seller real options — tailored to their goals — so you never leave the table empty-handed.
Your confidence will grow when you realize you’re never stuck.
You have answers. You have tools.
And you have Rob’s Brain behind you.
Here’s Page 4 of The Gauntlet — your field-ready guide to Door Knocking, featuring the Lisa Tucker model:
Page 4: DOOR KNOCKING — The Lisa Tucker Model If you’re willing to knock, the doors will open — literally and figuratively.
Most agents avoid door knocking because it’s uncomfortable. That’s why it works. There’s almost no competition. No ad spend. Just you, your smile, and your message — delivered directly to the people who own the homes you want to list or sell.
And it works. Lisa Tucker built her business on it — with one simple tweak: She didn’t pitch herself.
She asked about their neighbors.
What Makes Lisa’s Model Work?
Lisa wasn’t just going door to door saying “Are you thinking of selling?” She showed up with context and community — and a reason to talk.
She would pick a neighborhood near a listing, flip, or active buyer need. Then she’d walk and say:
“Hey, I’m not sure if you’ve heard — I’m working with a family looking to move into this area. They’re hoping to be close to schools and need at least 3 bedrooms. Do you happen to know anyone on this street who’s been talking about moving?”
This takes the pressure off. You’re not asking them to sell. You’re asking them to help. And in that moment, three things happen:
1. They pause and genuinely think about it.
2. They realize you’re plugged into the neighborhood.
3. They start to see you as the agent with buyers — not just a salesperson.
Your Starter Script (Copy-Paste)
Here’s a slightly adapted version you can use:
“Hey there, I’m Rob with Winner Realty. I’m working with a couple of buyers looking to move into this neighborhood — something with at least 3 bedrooms and a decent-sized backyard. They love this area because of [insert school, park, or community detail].
I’m just popping by to see if you happen to know of anyone on this street — friends, neighbors, or even yourself — who might be thinking of making a move in the next few months?”
Optional add-on:
“We sometimes match sellers with buyers before the home ever hits the market, which helps avoid showings and saves on commissions.”
Psychological Advantage
You're not asking them to “hire you.”
You’re asking them to help solve a real, human problem.
You’re anchoring your conversation in someone else's need (the buyer), not your need (a listing).
You come across as a connector, not a prospector.
And if they are thinking about selling, they'll usually say something like:
“Well actually… we’ve been talking about maybe moving in the next year.” That’s your opening. That’s the seed. Follow up with something like:
“I’d love to keep you in the loop if I find buyers who match your home. Would it be okay if I followed up with you next week after I check with my team?”
Then grab their info. Or leave a handwritten note if they’re not home. Do not leave a generic flyer.
Your Gauntlet Challenge
● Pick a 1-block or 20-home section of a neighborhood (ideally one with a recent sale, flip, or buyer need).
● Go knock on every door with the Lisa-style script.
● Track how many convos you have and how many give you leads or future interest.
● If no one is home, leave a sticky note or handwritten card mentioning the buyer need and your contact info (not a glossy postcard!).
Even if you only talk to 4 people — that’s 4 more than your competitors will today.
Page 5: FSBO OUTREACH — Craigslist, Facebook Marketplace, and BiggerPockets
Every FSBO has a story.
And most are just trying to avoid one thing: paying two agents.
That’s your in.
You’re not here to convince them to list. You’re here to offer options — and maybe be the one professional who actually tries to help them sell instead of just win the listing.
What FSBOs Actually Want
Most FSBOs:
● Don’t hate agents — they hate 6% commissions
● Think they can “do it themselves” but don’t know how to screen buyers or negotiate ● Often misprice their home based on Zillow or hearsay
● Get overwhelmed after a few weeks of no traction or sketchy inquiries They’re open to help — if you approach the right way.
Where to Find FSBOs (Free & Effective)
1. Craigslist → Housing → Real Estate — By Owner
○ Search your city and nearby counties
○ Look for basic descriptions and personal phone numbers (not agents or wholesalers)
○ Focus on listings that are 7+ days old = more likely to need help
2. Facebook Marketplace → Property Rentals or Homes for Sale by Owner ○ Look for misspellings, vague listings, or “still available?” comments
○ Message them conversationally — don’t pitch in the first line
○ Example openers:
■ “Hey, is this still for sale? Just curious — are you open to working with buyers who aren’t represented?”
■ “Are you looking for a fast sale or just testing the market right now?”
3. BiggerPockets Marketplace
○ Especially good for investment properties
○ Message or comment and follow up with email if available
○ Frame your outreach like a fellow investor: “I work with buyers constantly looking for properties like this — is it still available? If it doesn’t move soon, would you consider a creative or investor-friendly structure?”
FSBO Outreach Script (Initial Contact)
“Hey [First Name], I came across your listing at [Address or Platform] — looks like a great home. I work with several buyers who are looking in your area, and I wanted to reach out to see if:
1. It’s still available
2. You’d be open to working with an agent if I had a buyer ready to go
Totally respect if you’re keeping this private — just figured I’d check in.”
Optional Add-On:
“Also — even if you don’t want to list, I can plug your place into my OffMarket.deals buyer network to see if anyone bites. You don’t pay two commissions, and it keeps your sale quiet. Let me know if that’s something you’d consider.”
When They Respond
Your job is to shift the conversation from “agent” to “problem-solver.”
Ask:
● “Are you looking for a quick sale or top dollar?”
● “Have you had any serious buyers yet?”
● “Would you be open to options that don’t involve a full listing agreement?”
From there, you can suggest:
● A pre-list to OffMarket.deals (faster, one-sided commission)
● A creative finance structure (lease option, seller financing, novation)
● A backup plan if they don’t sell in 14–21 days
Your Gauntlet Challenge
● Find 3 active FSBOs on Facebook Marketplace, 3 on Craigslist, and 1 on BiggerPockets ● Reach out to each using the copy/paste message above
● Track responses, follow up, and try to set at least one phone call or property visit
Beautiful — here’s Page 8 of The Gauntlet, focused on guerrilla marketing. It’s gritty, free, effort-based, and creatively disruptive — exactly the kind of thinking that makes Winner Realty agents stand out from the noise.
Page 8: GUERRILLA MARKETING — Nextdoor, Reddit, Bookmarks & Bold Moves
You don’t need a billboard when you’ve got a brain and a phone.
Guerrilla marketing is about getting visible in unexpected places. It’s low-cost, high-creativity, and totally overlooked by your competitors. That’s exactly why it works.
You’re not just “building your brand” — you’re becoming known, trusted, and seen by the people who matter most: locals who might need help with a house.
Think Like This:
● “Where are people already asking real estate questions?”
● “How can I show up where no other agents are?”
● “What can I do today that’s free but still builds visibility?”
Let’s break it down.
1. Be Everywhere Locals Talk
● Respond to every real estate-related post — especially ones asking:
○ “Any good handymen?”
○ “Thinking of moving…”
○ “Anyone know how to contest a property tax bill?”
● Be the first to respond, offer value, and say:
“I’m a local realtor who works with investors and homeowners. I’ve got a list of vendors that actually show up and don’t overcharge — happy to share.”
● Your goal: become the most helpful person, not the loudest.
Local Facebook Groups
● Post, comment, and engage in:
○ KREIA (Kentucky Real Estate Investors Association)
○ Louisville Investor Group
○ Louisville Realtor Forum
● Don’t just pitch — answer questions.
○ “Who’s your favorite closing attorney?”
○ “What would you do with this duplex?”
● Curate trusted vendors from these threads and screenshot great responses for your own playbook. You become the connector.
Reddit (r/Louisville)
● This is a goldmine. People ask:
○ “Is this neighborhood safe?”
○ “Where should I buy my first house?”
○ “Why are homes sitting so long in J-town?”
● Drop helpful, honest answers — not salesy stuff.
“Realtor here — happy to DM you what I’m seeing with buyers in that area. It really depends on how long you plan to stay and what type of home.”
● Posts that generate comments = magnet for off-platform convos
2. Visit New Restaurants & Leave First Reviews
● Eat local. Take a pic. Leave a review on Google or Yelp with a tag like:
“I’m a Louisville-based realtor, and I always recommend this spot to clients moving into the area — best wings in town.”
● First reviews often get hundreds (even thousands) of views. It’s free visibility. ● When the views go up, it’s addictive — you’ll want to post more.
This builds name recognition and ties you to the neighborhood.
3. “Bookmarks” — Literally
● Visit bookstores, libraries, and community centers.
● Bring a small stack of tasteful business cards (no glamour shots — make it sharp and simple).
● Slip a card or mini bookmark into:
○ Real estate investing books
○ Home buying guides
○ Landlording manuals
○ Tax strategy books
Leave a short note:
“Buying or selling? Let’s talk options. Winner Realty — we do it differently.” No one else is doing this. Which is why it’s gold.
4. Create Irresistible Moments
● “We Buy Houses” sign at TopGolf on a Saturday night? Why not.
● Chalk the sidewalk at farmer’s markets or outside gyms:
“Local Realtor • Off-Market Deals • Text [Your Name]”
● Drop magnets or stickers at laundromats, gas stations, or next to apartment mailboxes ● Leave sharp business cards at coffee shops — especially those with bulletin boards
It’s not about blending in — it’s about being remembered.
Your Gauntlet Challenge
● Reply to 5 posts on Nextdoor and 5 in Louisville-area Facebook groups ● Leave 1 Reddit comment or post in r/Louisville that adds real value
● Write 1 review for a local restaurant and mention your work
● Drop 10 cards into real estate books at libraries or bookstores
● Do 1 fun, unconventional outreach — TopGolf, local bulletin board, laundromat, etc. Bonus: Start tracking how many views your reviews get. It’ll keep you fired up.
You don’t need a marketing degree — you need consistency, boldness, and follow-through. Guerrilla marketing doesn’t scale overnight. But over time, it will make you unmissable in your market.
Love that — here's the updated and final version of Page 9 with your story and connection-first philosophy fully woven in. This version reinforces relationship-building as the ultimate long game and infuses the vibe with your personal brand of warmth and grit.
Page 9: OPEN HOUSE CONVERSION
Build Vibes. Build Trust. Build Long-Term Business.
Open houses aren’t just about getting a buyer today — they’re about planting seeds that grow into referrals, friendships, and repeat business. You’re not just an agent in a house. You’re a connector in the neighborhood.
Most agents phone it in. You? You show up with intention.
Lead With Value, Then Connect Like a Human
When someone walks in, your script isn’t “sign in please” — it’s “tell me about you.” Open with:
“Welcome in! Are you just browsing today or seriously looking?”
Then shift to connection. Observe something. Ask questions. Make it real: ● “How did you two meet?”
● “What’s got you thinking about moving?”
● “Where’d you move here from?”
● “What kind of house feels like ‘home’ to you?”
Don’t force it. Just be curious.
People like people who like people. If you create a warm, safe vibe, they’ll remember how you made them feel.
When it’s time to follow up:
“I’ve got a couple places coming up that might fit you better — want me to text you a few later today?”
Now you have a number — and a reason to message them. Not spam. Real value.
Create a Memory, Not Just a Showing
Cue the soundtrack:
You and Me – Penny and the Quarters
It’s not just good music — it creates nostalgia. People stop and listen. They smile. They ask what’s playing. That moment becomes part of your brand.
Open the windows. Turn on all the lights. Play the host.
Have bottled water and something local to snack on.
Bring your laptop and offer to pull up off-market or active listings live. If it’s slow? That’s your time to work. Follow up with leads. Run comps. Post social content.
Be Fun. Be Real. The Deals Will Follow.
Here’s proof:
“Shout out to Drew and Emily Smith — they walked into one of my open houses a while back. We connected over them being from Georgia and Drew’s flooring business. No deals that day… but now? We’ve closed 3 together, and he’s teaching me how to BBQ. People remember how you made them feel — not how hard you pushed.”
This is the game.
Be someone they’d want to text 3 months later when their plan finally comes together.
How to Promote the Right Way
On Friday, plant directional signs. Use arrows + address + time.
Balloons are a bonus — helpful in tighter neighborhoods, but not required. Post everywhere:
● Facebook Marketplace
● Facebook Groups (KREIA, Investor groups, neighborhood pages) ● Reddit (r/Louisville + r/LouisvilleClassifieds)
● BiggerPockets
● IG: tag @LouisvilleHoodNews ($50 post — hit or miss, but worth testing)
Your CTA isn’t “Come to my open house!”
It’s:
“Hosting an open house this Saturday — stop by for good music, smart home search help, and maybe a local treat. Even if you’re just curious, I’d love to meet you.”
Your Gauntlet Challenge
● Host one open house (borrow a listing if needed)
● Set signs on Friday, post in all the local forums
● Play warm music, observe people, start conversations
● Collect contact info through value-first follow-up
● Post something real on social while you’re there — show your hustle, not just your listing ● Reflect after: who did you connect with? What did you learn?
If nothing else — you showed up, you learned something, and someone out there now sees you as “their realtor” when the time comes.
Perfect. Here's the polished and final version of Page 10 with your go-to question — “What’s the biggest bottleneck in your business?” — as the centerpiece of your connection strategy. It's punchy, disarming, and deeply useful. Let’s lock it in:
Page 10: NETWORKING EVENTS
Be the Spark in the Room. One Connection Can Change Everything. You don’t have to be the loudest person in the room. You just have to be the most intentional.
Your job at any networking event isn’t to pitch, sell, or collect business cards — it’s to create real, memorable connections that open doors, start relationships, and spark opportunity down the road.
And sometimes… it starts with a Warhead.
Why Warheads?
Yes — the sour candy from the ‘90s.
Carry a few in your pocket. Offer one during conversation. It breaks the ice instantly. People respond the same way every time:
“I haven’t had one in years…”
“Wait — is this a drug?”
Then you hit them with the line:
“It’s actually company policy — if you can give strangers candy, you can sell them anything.”
They laugh. You’ve made an impression.
And that’s half the battle. You’ll be the person they remember — even if they don’t remember anyone else in the room.
And at the next event? They’ll walk up to you.
Lead With Value — Start With Your Go-To Question
Skip the small talk. Go straight to the insight:
“What’s the biggest bottleneck in your business right now?”
This question does two things:
1. It gets people thinking.
2. It gives you a way to add value immediately.
Now listen. Really listen. Then:
● Recommend someone.
● Offer to connect them with a lender, contractor, or investor.
● Look something up right then and there.
● Share your own experience if it applies.
● Or just give them the encouragement to keep going.
Remember: most people at these events are nervous, burnt out, or faking confidence. You can be the one who sees them, affirms them, and supports them — and that sticks.
Stack the Follow-Up
Don’t try to cram it all into one convo. Set the stage for what comes next.
“You’ve got a sharp perspective — want to grab coffee next week and keep the conversation going?”
“Would love to hear more about that deal you mentioned — mind if I shoot you a text to set something up?”
Go Multi-Platform
If the vibe’s right, connect across the board:
Don’t just add and forget — engage.
Like their posts. Comment something useful or kind. Be visible, but real.
Project Your Energy
“I always try to encourage and empower every person I meet. Maybe they catch my enthusiasm. It’s my one chance to project into the universe — so I use it wisely.”
This is what people remember.
Not what you said.
How you made them feel.
Your Gauntlet Challenge
● Go to one in-person networking event this month
● Bring Warheads — use the “company policy” line
● Ask your go-to question:
“What’s the biggest bottleneck in your business right now?”
● Add value. Offer help. Make a connection, not a pitch
● Schedule at least one follow-up (coffee, Zoom, or intro text)
● Add 5 people on social and engage with their content that week
One room. One night. One Warhead. One connection.
That’s all it takes to change your trajectory — and theirs.
Absolutely — here’s the final, locked-in version of Page 11 with your personal system and mindset incorporated. We’ve elevated the calendar booking strategy from just a data source to a business-positioning tool, and acknowledged both YouCanBookMe and Calendly as powerful lead-gen and credibility builders.
Page 11: BUILDING A BUYERS LIST
Export. Organize. Own Your Database.
You don’t need to buy leads. You just need to gather what’s already yours. If someone emailed you, connected with you on LinkedIn, or booked time on your calendar — that’s a relationship. You just have to organize and activate it.
Your goal: Build a list of a few thousand buyers, agents, and investors that you can email, text, or call with value. Here’s exactly how.
✅ 1. Export LinkedIn Connections (Name + Email)
Steps:
1. Go to LinkedIn on desktop
2. Click your profile icon → “Settings & Privacy”
3. Under “Data Privacy,” click “Get a copy of your data”
4. Select “Connections Only” → Request archive
5. Download the CSV when it arrives
You Get: First/Last Name, Email Address, Job Title
Action: Import into Google Sheets, your CRM, or an email tool. Filter for real estate, finance, or entrepreneur keywords and start re-engaging.
✅ 2. Export Gmail Contacts (People You’ve Emailed)
Steps:
1. Go to contacts.google.com
2. Click “Export” in the left-hand menu
3. Choose “Contacts” or “Frequently Contacted”
4. Export as CSV
You Get: Name, Email, sometimes Phone
Action: Clean up the list, sort for buyers/investors, and upload into your CRM or buyer sheet. This is the lowest-hanging fruit in your database.
✅ 3. Export Your Phone’s Contact List
iPhone:
1. Visit iCloud.com → Log in
2. Click “Contacts” → Select All → Gear Icon → “Export vCard”
3. Convert .vcf to .csv using a free converter (e.g. vcfconvert)
Android:
1. Go to contacts.google.com
2. Click “Export” → Choose Google CSV
You Get: Full phonebook with name, phone number, email (if available)
Action: Sort by type (Investor, Agent, Lead, Unknown). Add buyer tags. Start building segments.
✅ 4. Export Calendly or YouCanBookMe Appointment Contacts
You’re not just scheduling — you’re setting expectations. When people book with you, it positions you as a professional. You’re running a business, not winging it.
“Having people book time with me commands a certain level of respect. It makes them take the meeting seriously — because I do. It also helps me mentally prepare and show up with value.”
YouCanBookMe (your system):
● Log into your account
● Go to “Bookings” → Export CSV of upcoming + past appointments
Calendly (great alternative):
1. Log into Calendly.com
2. Go to “Scheduled Events”
3. Filter by “Past” or “All”
4. Click the download icon to export as CSV
You Get: Name, Email, Meeting Type, Date
Action: Import into CRM, tag by meeting type. These are warmed-up contacts — drip on them with deals, updates, or personal check-ins.
✅ 5. Export Zoom Attendee Lists (If You Host Group Calls) Steps:
1. Go to zoom.us → Log in
2. Navigate to “Reports” → “Usage”
3. Select a date range and click “Participants”
4. Export the list as CSV
You Get: Full names, emails, join time
Action: These are high-intent contacts. Tag them based on event type and follow up. If they showed up live, they’re interested.
Build the Machine: Centralize & Drip
Once you’ve pulled all 5 sources:
● Combine into Google Sheets or Airtable
● Clean up duplicates and junk
● Add tags: Cash Buyer, Retail Buyer, Realtor, Lender, Unknown
● Start building your email and text sequences (Page 20 covers systems and CRMs)
Your Gauntlet Challenge
● Export your LinkedIn, Gmail, Phone, Calendar, and Zoom data
● Build a clean sheet of at least 500–1,000 contacts
● Tag and sort them into clear categories
● Send a simple re-intro message:
“I’m sharing a few off-market deals this quarter — want to be on the list?”
Your future deals won’t sit. You’ll have an audience ready to pounce.
Absolutely — here’s the enhanced and final version of Page 12 with exactly what to cover on these buyer calls, how to “speak the language,” and how to leverage the BiggerPockets forums as a living market intelligence source.
Page 12: WORKING OFFMARKET.DEALS BUYER REQUESTS
From “Send Me Deals” → “Book a Call” → “Repeat Client Revenue”
When a buyer raises their hand — that’s your opening to build a relationship, not just an inbox thread.
This page shows you how to turn that buyer interest into a booked call, how to run that call like a pro, and how to plug investors into your ecosystem so thoroughly that they’d feel stupid investing in Louisville without you.
Your Goal: Book the Call + Build the Infrastructure
Every buyer lead — whether from OffMarket.deals, Facebook, BiggerPockets, or Instagram — should be guided into your system.
Your exact message:
“Let’s hop on a quick call — I’ll walk you through what’s working in Louisville right now and get you plugged into my deal alerts and team.”
They’ll book the call, and now they’re in your world.
What to Cover on the Call
These aren’t sales calls — they’re onboarding sessions. Your tone: friendly, insightful, confident. Ask:
● “What’s your buy box? Price, area, condition?”
● “How are you financing? Cash, hard money, creative?”
● “What markets are you buying in now — and what are you trying to escape?” ● “What’s your biggest friction point right now? Analysis? Contractors? Funding? Trust?”
Then explain what makes your setup different:
“We have too many good sets of eyes on every deal for our clients to fail. Between my investors, contractors, and partners, we kill bad deals before they ever get sent. If it hits your inbox, it’s been pressure-tested.”
Bonus: Educate a little, too.
“If you’re new to BRRRR, house hacking, or creative deals — BiggerPockets has great breakdowns. I’d recommend reading this thread on our market:
BiggerPockets Kentucky Forum – Real-Time Market Insights
That’ll help you learn the language investors are speaking.”
Speak it fluently:
● BRRRR = Buy, Rehab, Rent, Refinance, Repeat
● House Hacking = Live in one unit, rent the others
● Turnkey = Already rehabbed and tenanted
● Novation = Sell retail with an investor funding the fix
● Creative finance = Seller carry, sub-to, wraps
Learn these models cold. When you speak the investor’s language, you instantly stand out from 99% of agents.
Plug Them Into Your System
After the call, plug them into:
● Your CRM (tag: “Active Buyer”)
● A deal alert sequence (email/text drip)
● A Google Drive folder or Dropbox of current deal briefs
● Your private Facebook group, Discord, or even a simple group text list ● Optional: intro them to your lender, contractor, PM, or closing attorney
Make it impossible to forget you.
Your Gauntlet Challenge
● Book 3 calls this week with buyers who reached out on OffMarket.deals, social, or BiggerPockets
● Use the script above, run the call like an intake
● Share the BiggerPockets Louisville forum link and explain key strategies ● Follow up with a custom deal search or intro to a vendor
● Drop them into your CRM + drip system
Then message them the next week:
“You’re fully plugged in now. If something fits your buy box, it’ll hit your inbox first.” That’s how you stop chasing buyers — and start building repeat business.
Absolutely — here’s the final, enhanced version of Page 13 with “Rob’s Brain” featured prominently as a unique recruiting advantage. This tool reinforces the value of systems and instantly positions Winner Realty as not just a brokerage — but a built-in business accelerator.
Page 13: RECRUITING AGENTS
Attract Teammates Who Want Velocity, Vision, and Ownership
You don’t have to pitch hard when you’ve got the better model.
You just have to show agents what it feels like to have real systems, real support, and real freedom — all under one roof.
You’re not offering a split. You’re offering infrastructure. And it changes lives.
The Goal: Start a Conversation → Book a Call → Plug Them In This isn’t a cold sale. It’s a warm invite. Start with:
“Hey — I made a switch recently that completely changed the way I run my business. If you’ve ever felt like you’re doing it all alone, let’s grab coffee or hop on a Zoom. I’ll walk you through what’s different about Winner — zero pressure.”
Why Winner Realty Is a No-Brainer
When agents join Winner, they don’t just get a better commission — they get tools, deals, and a roadmap:
✅ 100% Commission Option
✅ Daily leads fed directly into the Elevate Connections CRM
✅ AI-powered follow-up: text, email, drip automation
✅ Built-in deal flow via OffMarket.deals
✅ Creative finance tools and training (lease options, novations, sub-to)
✅ Contract-to-close support — no more paperwork bottlenecks
✅ A mission that matters: 1% of profits go to build homes with Hand in Hand ✅ Agent referral bonus: $500 or next month’s fee waived
✅ Access to “Rob’s Brain” — an AI-powered objection handler and solution wizard that gives agents instant answers to seller objections, investor roadblocks, and creative deal structuring
“Rob’s Brain changed the way I negotiate. I never go into a seller convo blind. And when I hit a wall, it gives me 3–4 solutions on the spot — with scripts.”
No one else is offering that. You are.
Use This DM Script to Start the Conversation
“Yo! I just made a move to Winner Realty. 100% commission. Daily leads. A CRM that texts my clients for me. And we’ve got this AI tool called Rob’s Brain that helps us win deals and handle seller objections like pros. It’s honestly wild. Want me to send you the model breakdown?”
What to Say When They Ask “Why’d You Switch?”
“Most brokerages hand you a split and hope you figure it out.
Winner handed me a system — a CRM, a deal funnel, a creative toolkit, and Rob’s Brain.
I’m making more, working less, and actually building something that scales.”
How to Bring Them In
1. Book a call or coffee (YouCanBookMe / Calendly)
2. Show them:
○ Elevate CRM with live lead examples
○ OffMarket.deals buyer flow
○ “Rob’s Brain” in action
○ Your onboarding experience and team culture
3. Send them the Recruiting Guide PDF
4. Connect them to Rob or Lisa for final onboarding
5. Cash in your $500 bonus — or skip your next $595 fee
Your Gauntlet Challenge
● Message 5 agents in your circle
● Book 1 recruiting call this week
● Demo Elevate + Rob’s Brain during the call
● Explain the 100% model and 1% donation mission
● Collect your referral bonus when they join
You’re not just offering a brokerage — you’re offering a shortcut to momentum. With Elevate, OffMarket.deals, and Rob’s Brain, you’re holding the playbook.
All they have to do is say yes.
Absolutely — here’s the fully updated Page 14 with the corrected referral fee structure (75% agent / 25% brokerage) throughout, along with a clean and professional walkthrough of the referral process. This version is aligned with Winner Realty’s systems, culture, and Elevate CRM workflow.
Page 14: PROPERTY MANAGEMENT REFERRALS Turn Conversations Into Cash — Without Managing Tenants
You don’t need to manage properties to profit from them.
Winner Realty agents have a streamlined way to refer tired landlords and self-managing owners to a trusted property manager — and get paid for it. No ongoing responsibility. No maintenance calls. Just a warm handoff, a logged lead, and a future check.
Your Goal
● Refer property owners to our preferred property management partner ● Log and track the lead through Elevate CRM
● Earn referral bonuses when rent is collected or a tenant is placed
● Stay top-of-mind with owners who may sell later or refer friends
Referral Fee Structure (Updated)
Scenario Fee Paid to Winner Realty Internal Split
Unit already occupied 25% of first month’s collected rent
25% brokerage / 75% agent
Unit vacant (needs new lease-up)
25% of leasing fee 25% brokerage / 75% agent
Example: $1,200 rent → $300 referral → $75 to brokerage, $225 to agent Paid out only after rent or leasing fee clears. If owner bails early, no payout.
✅ Pre-Referral Checklist (Agent Duties)
Before submitting a referral:
● Confirm the owner intends to hire a property manager within 30 days ● Gather:
○ Property address + number of units
○ Current rent(s) or vacancy status
○ Main pain points or problems
● Set expectations:
○ Timeline to lease vacant units
○ Manager’s screening process and fees
○ Communication expectations
● Collect contact info:
○ Full name, phone, email, best time to reach them
● Log the lead in Elevate CRM:
○ Pipeline: “Mgmt Referral – New”
○ Tags: MgmtReferral + your name (e.g., MgmtReferral Rob)
How to Submit the Lead
Immediately after logging the lead in Elevate, send a referral handoff email:
Subject: [Owner Full Name] Management Referral
Body (copy/paste template):
Unset
Hi Rob,
I just met with the owner below and they’re ready for professional management.
Owner: ____________________________
Best Phone: ________________________
Email: _____________________________
Property Address & Units:
___________________________________
Current Status:
[ ] Occupied – rent $______________
[ ] Vacant – needs lease-up
Top Pain Points / Goals:
• __________________________________
• __________________________________
I’ve set expectations for a call within 24 hours. Lead is logged in Elevate.
Thanks!
[Your Name], Winner Realty
What Happens After You Submit
Day Action System / Tracking Tool
0–1 Rob forwards to property manager & replies “Received”
+2 You check Elevate → if “Contacted” tag not applied, nudge Rob
Elevate
On signed contract
After funds clear
Admin updates status: “Referral Earned” and logs payout estimate
Referral fee split 75/25 and paid with next commission run
QuickBooks + Elevate CRM
ACH transfer
Month-end Admin reconciles Elevate vs. payment report Google Sheets dashboard
Follow-Up Cadence (Agent)
● Day 3: Confirm owner heard from the manager
● Day 14: Check in on onboarding status
● Day 30: “How’s it going?” call — builds trust, opens doors for more referrals
⚖️ Compliance & Record-Keeping
● Always include disclosure:
“Referring party is a licensed real estate agent with Winner Realty, Kentucky.”
● Save handoff email and notes in your transaction folder (Google Drive) ● Maintain records for 5 years per KREC guidelines
Best Practices
✅ Submit the referral while you’re still with the owner
✅ Send a quick text update to avoid drop-off
✅ Track everything — if it’s not in Elevate, it didn’t happen
✅ Always ask:
“Know anyone else who’s tired of dealing with tenants?”
Your Gauntlet Challenge
● Identify 3 landlord leads this month (via networking, cold outreach, or past clients) ● Qualify them, gather details, and submit via email + Elevate
● Follow up on Day 3, Day 14, and Day 30
● Turn one of those into a listing, buyer deal, or repeat referral by Q4
You don’t need to manage properties — you just need to know who to connect and how to track it.
This SOP gives you hands-off income, long-term relationships, and a trusted reputation with landlords across the region.
Let’s get to work. Here’s Page 15 of The Gauntlet: how to recognize, pitch, and structure creative finance deals like lease options, seller finance, novations, and more — the kinds of deals that make Winner Realty agents stand out in tough markets and turn “unsellable” properties into closable contracts.
Page 15: CREATIVE FINANCE LEADS
Structure Smarter. Solve Problems. Close What Others Can’t.
Most agents only know how to pitch full-price listings.
Winner agents know how to offer solutions — even when equity is tight, the seller’s situation is messy, or the house won’t appraise.
This is where you stand out.
You don’t need a perfect house or perfect comps. You just need the right structure.
The Goal: Learn to Spot the Right Seller
Creative financing works best when sellers:
● Have little to no equity
● Are facing foreclosure or financial pressure
● Don’t want to pay commissions
● Own vacant or problem properties
● Can’t or won’t do repairs
● Want passive income but don’t want to landlord
If they’re saying:
“I just want this gone.”
“I’d rather get payments than a big tax hit.”
“I don’t have the money for repairs.”
…this is your opportunity.
The 3 Core Creative Structures
1. Seller Financing
● Seller becomes the bank — they get monthly payments, you or your buyer gets the deed ● Use when the seller owns free and clear or has significant equity
✅ Pitch:
“Instead of selling and paying capital gains, what if you got monthly income and interest — secured by the property?”
2. Lease Option
● Seller rents the property to the buyer with an option to buy later
● Ideal for tired landlords or people who don’t need the money upfront
✅ Pitch:
“I may have a tenant-buyer who can give you consistent income now and purchase later — no showings or listing needed.”
3. Novation
● You (or your investor) rehab and resell the property on behalf of the seller ● Seller gets retail price, investor gets spread, agent gets paid
✅ Pitch:
“You don’t have to fix it or list it. We’ll bring in an investor to fund everything, and you get paid at closing.”
How to Spot a Creative Finance Lead
Ask:
● “What are you hoping to walk away with after closing?”
● “Would you rather get a lump sum now or monthly income over time?”
● “If we could bring a buyer who handles everything — repairs, showings, paperwork — would that interest you?”
Listen for flexibility. You’re not pitching “less” — you’re offering alternatives. Use Rob’s Brain to Handle Objections
When a seller pushes back — or you feel stuck on how to structure something — use “Rob’s Brain.”
✅ It gives you:
● Seller-facing scripts
● Risk-based pros and cons
● Negotiation language
● Common deal structures + walk-throughs
● Quick pivots: “If lease option won’t work, try seller carry” — with copy/paste logic
Example:
“If they’re objecting to a lease option, Rob’s Brain might give you:
‘Let them keep the deed, set a non-refundable option fee, and show how they still keep control.’”
Where to Find Creative Leads
● Zillow FSBOs or stale listings
● Pre-foreclosure or tax-delinquent lists
● Divorce or probate leads (tight timelines)
● Burned-out landlords with vacant units
● Investors offloading slow flips
Plug these into your Elevate CRM, tag them for creative financing, and drip on them weekly with value.
Your Gauntlet Challenge
● Identify 3 seller leads this month where equity, time, or condition is a barrier ● Book a call and pitch one of the three creative structures above
● Use Rob’s Brain to prep for the call and handle objections
● Track the outcome and log the lead in Elevate
● Optional: Partner with an investor or cash buyer who can structure the terms and bring the funds
You’re not just a Realtor — you’re a strategist.
You don’t need the best property. You just need the best plan.
Let’s go — here’s Page 16 of The Gauntlet: how to farm Facebook Groups like a pro, build a reputation as a connector, and generate free, inbound referrals and leads just by showing up with value and consistency.
Page 16: FARMING FACEBOOK GROUPS Be Seen. Be Helpful. Be the Agent They Tag.
Most agents post once, get ignored, and quit.
Winner agents treat Facebook Groups like a neighborhood — they show up, help people, and become impossible to ignore over time.
You don’t need ads. You need attention with intention.
Your Goal: Be the Most Helpful, Visible Person in the Group
Not the loudest. Not the spammiest.
The one people tag when someone asks:
“Anyone know a good Realtor?”
“How do I buy a duplex?”
“Who’s your go-to property manager?”
“Can you do seller financing in KY?”
Where to Start (Free + Local = Best)
Join groups like:
● KREIA (Kentucky Real Estate Investors Association)
● Louisville Investor Group
● Louisville Realtor Forum
● Neighborhood-specific buy/sell groups (e.g., “Crescent Hill Neighbors”) ● “Homes for Rent/Sale in Louisville”
● Local contractor or small business rec groups
Create a GSheet of every group you’re in and note post frequency, member count, and tone.
What to Post
Don’t lead with “I’m a Realtor.”
Lead with insight, encouragement, or curiosity.
Post ideas:
● “I’ve got a seller who might be open to creative financing — who’s actively buying sub-to or lease option?”
● “For my investor folks: what’s your favorite duplex zip code in Louisville right now, and why?”
● “Best property manager in Shelby County for long-term SFHs?”
● “Does anyone else feel like flips are getting riskier with these holding costs?”
Reply to posts with:
● Vendor referrals
● Local stats (DOM, price drops, sales volume)
● Encouraging “DM me if you want a second opinion” replies
● Screenshot proof (of closings, lead volume, analytics)
Value-First Message Script (DMs or Comments)
“Hey [Name], saw your question in the group — I work with a lot of
buyers/sellers/investors in that space. Mind if I send you a quick guide or hop on a 10-min call to brainstorm?”
Send them your calendar link (YouCanBookMe or Calendly)
Or send your OffMarket.deals buyer form
Or add them to your Elevate CRM + drip
Bonus Play: Use Screenshots as Content
Any time you get:
● A deal under contract
● A hot lead from a post
● A great group convo…
Screenshot it (remove names), and post:
“Facebook Groups have been lately. This one turned into a real convo about financing options for a multi-unit. Don’t sleep on the comments section.”
People love meta-proof. It positions you as active and competent without bragging.
Your Gauntlet Challenge
● Join or re-engage in 5 Facebook Groups this week
● Post or comment in at least 3 with value (ask a question, give a recommendation, share a resource)
● Track all inbound comments or DMs in your Elevate CRM
● Start a spreadsheet of local experts (from KREIA or replies) — this becomes your local “Rob’s Rolodex”
● Book 1 buyer or seller call from a FB interaction this month
You’re not begging for leads — you’re building a voice.
Be present. Be helpful. And when someone says “I need an agent,” your name will be the one they tag.
Let’s lock in Page 17 — a tactical, no-fluff guide to making video content that educates, positions you as the expert, and earns trust without chasing trends. This is about visibility with substance — not dancing on TikTok.
Page 17: VIDEO CONTENT THAT CONVERTS Be Valuable. Be Consistent. Be Their Go-To Source.
Video doesn’t need to be flashy to work.
It needs to be useful.
Winner Realty agents don’t make content just to go viral.
They make content that makes people say:
“I didn’t know that.”
“That’s helpful.”
“This person clearly knows what they’re doing.”
That’s the formula for inbound trust — and inbound deals.
Your Goal: Lead With Value. Always.
Your mission in every video:
● Teach them something they don’t know
● Explain what just happened and what it means
● Interpret the market in a way that helps them decide or act
● Do it in 30–90 seconds, in your voice, without a teleprompter
When you do this repeatedly, you become the voice they trust when it’s time to move.
What to Talk About (Content Buckets That Work)
1. Local Market Pulse (Your Zone of Influence)
○ “This zip code just saw a 14% drop in median sale price since January — here’s what that could mean.”
○ “More listings just hit the market this week than we’ve seen all year. Inventory is finally moving. Want the list?”
2. National Trend, Local Lens
○ “Interest rates just got bumped again — but here’s what that really means in Louisville this month.”
○ “Wall Street is buying fewer rentals, and that’s affecting [insert local zip code] more than you think.”
3. Buyer/Seller Strategy
○ “If you’ve got $15K and want to invest — here’s what I’d do in today’s market.”
○ “Should you buy now or wait for a price drop? Here’s how to decide — without emotion.”
4. Surprising Stats or News
○ “Nearly 1 in 3 homes in this neighborhood are sitting 90+ days. Let’s talk about why.”
○ “This tax credit just got extended — here’s how it could put $1,800 back in your pocket.”
5. Behind-the-Scenes or Lessons Learned
○ “I just helped a seller avoid $15K in repairs — here’s how.”
○ “This buyer almost lost their earnest money — and what you can learn from it.”
Where to Post It
● Instagram Reels (under 90 sec is ideal)
● Facebook personal + business page
● Facebook Groups (if topic is locally relevant)
● LinkedIn (focus on data + professionalism)
● YouTube Shorts (if you want long-term SEO value)
● Twitter/X if you can distill the video into a 1-liner and thread
How to Say It (Simple Script)
Open strong:
“Here’s something you may not know about [your local market] this week.” Deliver the insight:
● One clear stat, story, or opportunity
● Add a little context or strategy
● Drop a micro CTA:
“Want to know if this affects your property? DM me.”
“Curious what $250K buys right now? I’ll send you 3 examples.”
Be a resource, not a closer.
Pro Tips to Boost Trust
● Always cite your source (MLS, local data, BiggerPockets, etc.)
● Use natural lighting + front-facing camera — no fancy gear needed ● Hook them with what’s new, changed, or hidden
● Speak to buyers and sellers as if you were talking to one client
● Smile. Don’t rush. Don’t over-rehearse.
Your Edge as a Winner Agent
● You’ve got Elevate CRM to track who engages — follow up accordingly ● You’ve got “Rob’s Brain” to answer seller questions if a lead comes in hot ● You’ve got access to OffMarket.deals and real buyer activity
● You’ve got access to pre-listing data, liens, and trends before most agents do So talk like someone who has real insight. Because you do.
Your Gauntlet Challenge
● Record and post 1 video this week on:
“Here’s one stat about our market that surprised me this week — and what I think it means.”
● Post it on at least 2 platforms (Reels + Facebook is a solid start)
● Use the caption:
“Trying to keep buyers and sellers in the loop — and ahead of the curve.” ● DM 3 people who liked/commented:
“Appreciate the engagement — happy to send more data if you're looking at any properties.”
You don’t need a big following.
You need consistency, clarity, and confidence.
When your voice is the one that teaches and guides — it becomes the one they trust.
Let’s dive in — here’s Page 18 of The Gauntlet: how to use buyers as your entry point to listings, even in a cold market. This strategy flips the traditional model and makes you more valuable to sellers by bringing demand first.
Page 18: THE REVERSE LEAD FUNNEL Start With Buyers. End With Listings. Win Both Sides.
The typical agent chases listings and hopes buyers follow.
Winner agents flip the model.
You start with active, real buyers — and use their criteria to uncover sellers who may not be listed yet, but who would entertain the right offer.
This approach makes you the solution — not just another “Hey, want to list?” agent.
Your Goal: Use Buyer Demand to Create Off-Market Inventory Instead of waiting for listings, you say:
“I’ve got a real buyer looking for something like yours — interested in a quiet conversation before hitting the market?”
Sellers listen to that. Especially if they’ve been burned before, aren’t quite ready to list, or want to avoid showings and commissions.
How It Works (Step-by-Step)
1. Identify Serious Buyers
○ Pull from OffMarket.deals buyer requests
○ Leads engaging through Elevate (track open/click rates)
○ Hot buyers from Facebook Groups or BiggerPockets
○ Bonus: Past clients who say “I’m still watching the market…”
2. Get Their Buy Box
Ask:
“What’s the exact property you’d write on tomorrow?”
“What zip codes? Condition? Price cap? Timeline?”
3. Use That Info to Go Hunting
○ Search old expireds and withdrawn listings
○ Drive neighborhoods and skip trace absentee owners
○ Check Elevate’s lien, probate, or pre-foreclosure leads
○ DM landlords and FSBOs:
“Got a buyer for something like yours — open to a quiet sale?”
4. Make the Ask Without a Pitch
○ “This isn’t a listing call. I’m just looking for sellers who might match my buyer’s criteria. If it’s a fit, you’d avoid showings and we’d handle it all direct.”
Example Message You Can Copy
“Hey [Seller Name], I’ve got a buyer looking for a [3/2 under $275K in Fern Creek]. Yours came up in my search. Would you be open to a private showing before it hits the market again?”
Send this via:
● Facebook Messenger
● Text
● Mailer w/ QR code to your booking link
● Voicemail drop
Pro Tips
● Have proof: Screenshot your CRM search or buyer convo
● Send comps with:
“Based on this price range, your property fits right in”
● Use a warm tone — not corporate, not pushy
● Use Rob’s Brain if seller throws out objections like:
○ “We were thinking about listing next year…”
○ “We got burned by our last agent…”
○ “We’re not doing showings right now…”
Rob’s Brain will give you scripts to pivot to lease options, novation, or pre-listing.
Why This Works
● You’re solving a problem: buyers can’t find inventory
● You’re removing friction: sellers don’t have to list
● You’re reframing the conversation: no longer “Why list with me?” — now “Do you want a buyer?”
And even if they say no… they remember how you approached them.
Your Gauntlet Challenge
● Pick 2 active buyer leads this week (use Elevate or OffMarket.deals) ● Build a reverse search based on their criteria
● Contact 10 owners who might match
● Book 1 seller conversation from those efforts
● Bonus: List it or sell it off-market to the buyer who started the whole thing
You’re not chasing the market — you’re making one.
Start with demand. Match it with supply.
And make yourself indispensable on both sides.
Here’s Page 19 of The Gauntlet — a unique and mission-driven approach to real estate that reinforces trust, creates connection, and positions you as more than just a transaction-focused agent. This is how you bring soul to your pitch.
Page 19: THE HAND-IN-HAND VISIT
Purpose-Driven Real Estate — Why 1% Matters
Real estate can feel transactional.
Winner Realty makes it transformational.
By donating 1% of net profits to Hand in Hand — a nonprofit that builds housing and delivers medical care to families in need — we give every deal a greater purpose.
And you get to bring that story into every conversation.
Your Goal: Make Your Mission Part of Your Message
This isn’t about guilt. It’s about values.
Most clients choose an agent based on trust and alignment.
When they see that you use your business to serve others, it gives them one more reason to choose you — when all else is equal.
Especially when they can be part of it.
Here’s How to Position It in Conversations
When meeting with sellers or buyers, say:
“Every deal I close contributes to housing stability — not just for my clients, but for families around the world. Winner Realty donates 1% of profits to Hand in Hand, and agents like me can match that. Some clients even choose to match it with us, creating a ripple effect.”
Or:
“If you list with me, you’re not just selling a house — you’re helping build one.” No pitch. Just purpose.
The Hand-in-Hand Visit (Optional, Powerful)
If you're local — or want to create content with deeper emotional pull — schedule a visit to Hand in Hand’s office or an upcoming community build day.
Why it’s worth it:
● You see where the money goes
● You can film short videos or interviews
● You create authentic social proof that you care
● You come back with stories to share — not just data
“When I visited, I realized that every $10K raised builds a home. That means 100 good deals at Winner Realty = a new roof over someone’s head for life.”
How to Incorporate It Into Your Marketing
● Mention the 1% story in your buyer & seller consultations
● Include it in your email signature and listing packets
● Create a recurring IG story highlight or pinned post
● Ask Rob or leadership for the latest Hand in Hand updates to repost ● After each deal, share a thank-you post with:
“Thanks to [Client First Name], your deal helped fund a better future for a family in need.”
Optional: Invite Clients to Match the 1%
Many clients want to help but don’t know how.
You can offer a simple close:
“At closing, I’ll be donating 1% of my net to Hand in Hand. No pressure, but if you’d like to match it — even just partially — I’ll include a one-click link with your closing packet.”
It’s classy. Optional. And powerful.
Your Gauntlet Challenge
● Visit Hand in Hand or schedule a Zoom call with one of their team members ● Record a short story or reflection you can use in your content
● Mention the 1% contribution during your next two listing appointments ● Add a line to your email signature:
“Proud to donate 1% of profits to Hand in Hand. You help build homes when we close homes.”
● Ask a past client if they’d like to retroactively match — some will say yes just because you asked
This isn’t just about doing more deals.
It’s about doing deals that mean more — to you, to your clients, and to people who may never meet you but benefit from your work every day.
Absolutely — here’s the updated and finalized version of Page 19 of The Gauntlet, with language highlighting that both agents and sellers have the option to match the 1% donation made by Winner Realty, amplifying impact and deepening emotional buy-in during listing and closing conversations.
Page 19: THE HAND-IN-HAND VISIT
Purpose-Driven Real Estate — Why 1% Matters
Real estate can feel transactional.
Winner Realty makes it transformational.
By donating 1% of net profits to Hand in Hand — a nonprofit that builds homes and delivers life-changing resources to families in need — we give every deal a deeper meaning.
And our agents have the opportunity to invite their clients to be part of it, too.
Your Goal: Make Your Mission Part of Your Message
This isn’t about charity for charity’s sake — it’s about alignment, trust, and identity.
When sellers or buyers feel that their deal contributes to something bigger, it creates an emotional connection to you and the brand. It can be the tiebreaker when clients are comparing agents.
Especially when you say:
“Want to match my 1% and help build a home with me?”
We Make It Easy to Match
✅ Winner Realty donates 1% of net profits on every deal
✅ Agents can optionally match the 1% from their commission
✅ Sellers (or buyers) can also match the agent’s contribution at closing It’s built into our closing workflow — no extra steps, no pressure, just a way to say: “Let’s do some good together.”
The Hand-in-Hand Visit (Optional, Powerful)
Schedule a tour or volunteer visit with Hand in Hand to experience the impact firsthand. You’ll leave with:
● Story-based content to share
● A deeper connection to the mission
● New ways to talk about your business with heart
“When I visited, I realized that every $10K raised builds a home. That means 100 closings = 1 roof over someone’s head for life.”
How to Use It in Your Messaging
● Mention it in every listing and buyer consultation:
“Every deal we close contributes to housing stability — and you’re welcome to match that if you’d like.”
● Add to your email signature:
“Proud to donate 1% of net profits to Hand in Hand. Want to match it with me at closing?”
● Include in your listing packet or pre-listing letter:
“Clients who choose to match our 1% donation help us multiply impact — one closing at a time.”
● Post-closing social post:
“Thanks to [Client Name], another donation is headed to Hand in Hand. They matched my 1% — and together we helped another family get closer to home.”
Your Gauntlet Challenge
● Schedule a Hand in Hand visit, Zoom, or call
● Add donation-matching language to your listing packet, DMs, or email signature ● Mention the match option in your next 3 listing or buyer appointments
● Post a closing celebration that includes the 1% story
● Challenge a past client to retroactively match — you’d be surprised how many say yes
This is how you make real estate more than a hustle.
This is how you create deals that build legacy — not just income.
Absolutely — here’s the final version of Page 20 of The Gauntlet with the title company recommendation included: use Borders & Borders for assignments and creative deals. They’re experienced, local, and trusted by Winner Realty.
Page 20: ASSIGNING CONTRACTS
Create the Deal. Control the Paper. Get Paid Without Closing.
You don’t always need to close the deal — you just need to control the paper.
Assignments give Winner Realty agents the ability to profit from opportunities where they negotiate a contract, assign it to an end buyer, and collect a fee at closing — without taking title.
Your Goal: Lock Up a Property → Assign the Contract → Get Paid at Closing
Use assignments when:
● You find an off-market or distressed seller
● You have cash buyers or investor demand
● You don’t want to fund or hold the deal yourself
● You want to make money through negotiation and deal flow
Required Documents
1. Purchase & Sale Agreement (P&S)
○ Must include:
“Buyer reserves the right to assign this contract to a third party without further consent from Seller.”
2. Assignment of Contract Agreement
○ One-page document outlining:
■ Who is assigning (you)
■ Who is taking over (the end buyer)
■ What fee is being paid
3. Addendum (Optional)
○ Used to clarify terms for the title company or disclose your role to the buyer
4. Required License Disclosure
✅ Must appear on all contracts and written communications:
“Assignor is a licensed real estate agent in the state of Kentucky and is acting as a principal in this transaction.”
This keeps you compliant with KREC guidelines and protects you legally.
Assignment Fee Ranges
● $2K–$5K → Light margin deals
● $6K–$15K → Cosmetic flips, strong BRRRRs
● $15K+ → Creative finance, subject-to, novation deals, large spreads
Set your fee based on value and buyer margin — not just what you want to make.
How to Explain It to Sellers
“This contract allows me to assign it to a buyer or funding partner — but nothing changes on your side. Your price, closing timeline, and terms stay the same.”
Most sellers care about speed, certainty, and simplicity — not structure. Give it to them.
Where to Find End Buyers
● OffMarket.deals buyer list
● Elevate CRM — filter by investor type, past activity, or tags
● BiggerPockets and Facebook investor groups
● KREIA events and local meetups
● Group texts, Discords, or newsletters you already run
✅ Create a quick “Assignment Sheet” PDF for each deal with:
● Price
● ARV
● Repairs
● Assignment fee
● Buyer walkthrough access + contract deadline
Use the Right Title Company
Recommended: Borders & Borders Title (Louisville, KY)
● Experienced in investor and assignment closings
● Quick responses, clean coordination, no drama
● They understand wraparounds, sub-to, and creative paperwork
Let them know in advance this is an assignment, and send all docs early.
Use Rob’s Brain for Objection Handling
Use it when sellers say:
● “I don’t want this sold to someone else”
● “What does ‘assignable’ mean?”
● “Why are you not the buyer?”
Rob’s Brain gives copy/paste responses and logic trees — use it to prepare or pivot.
Your Gauntlet Challenge
● Save and study Winner Realty’s standard assignment contract
● Add assignability language to your next investment P&S
● Book a meeting with Borders & Borders to confirm what they need from you ● Build a CRM tag in Elevate called “Assignment Buyer” and start filling it ● Try assigning 1 deal this year — even if it’s small — just to build the muscle
Assignments create leverage.
You’re not asking for permission. You’re offering a solution that moves property fast and makes money smart.
Reminder: All contracts must include:
“Assignor is a licensed real estate agent in the state of Kentucky and is acting as a principal in this transaction.”
Title company to use: Borders & Borders
Let them know it’s an assignment from a licensed KY agent — they’ll handle it from there.
Perfect — here's the final-final version of Page 21 with your community activation pieces added. This version helps agents not only execute—but stay plugged in, supported, and accountable inside the Winner Realty tribe.
Page 21: THE WINNER’S MINDSET
You Have the Blueprint. Now Own the Results.
You’ve completed all 20 plays. You’ve explored more lead-gen angles, seller solutions, and revenue strategies than most agents will in their entire first year.
Now it’s time to stop testing — and start building.
Because what separates agents who succeed from those who stall isn’t skill. It’s rhythm.
The pros don’t do everything.
They do the right things — consistently.
What You’ve Built
Over the last 20 pages, you’ve:
✅ Learned 19+ ways to generate leads without spending money
✅ Practiced scripts that open doors and overcome objections
✅ Built real buyer lists, seller systems, and referral flow
✅ Found the 2–5 strategies that fit you — and how to track them
✅ Aligned your business with your values, mission, and giving
That’s your foundation.
Now it’s time to build something permanent on top of it.
Your Next 90 Days
If you want to win, repeat this:
1. Show up daily — even if it’s just one lead-gen touch
2. Track what moves the needle — and double down on it
3. Keep refining your stack every 90 days
4. Stay connected to Rob, Lisa, or your mentor
5. Use Rob’s Brain when you get stuck or need new language
6. Find an accountability partner — someone who’s also running the playbook 7. Attend the Monday 10:30 AM Winner Realty meetings to share wins and recalibrate
Winner Realty is a Platform — You Are the Engine
You have:
Elevate CRM — to automate and track
This guide — to remind you what works
Rob’s Brain — to unlock creative deal paths
OffMarket.deals — to plug into national buyer demand
A mission — through Hand in Hand and the 1% model
Community — with agents who share and collaborate
Everything else? Is execution.
Closing Words from Rob
“You don’t need more leads. You need more rhythm.
You don’t need motivation. You need systems.
You don’t need a better market. You need better follow-through.
This guide wasn’t about tips. It was about transformation.
Now make it yours. You’re a Winner.”
Your Final Action Items
● Write your Lead Gen Stack and post it somewhere you’ll see it daily ● Share your plan in the Winner Realty Facebook Group — we want to see it ● Add it to your calendar: “Audit My Stack” every 90 days
● Talk about it at our Monday 10:30 AM team meeting — inspire someone ● Find an accountability partner — someone who will call you out with love ● Celebrate your next deal — and remember the system that got you there
Share Your Successes With Your Winner Realty Friends This journey wasn’t meant to be solo.
Every deal you close, every lead you convert, every conversation you spark using a Gauntlet strategy — share it.
✅ Drop it in the Winner Realty Facebook group
✅ Shout it out at Monday’s 10:30 AM meeting
✅ Find an accountability partner!
✅ Celebrate wins (big or small) and help others stay in the game
The more we share, the more we all win.
This isn’t the end of The Gauntlet.
It’s the beginning of your career as a Winner.
Now go create.
Enthusiastically,
Rob Bergeron
Owner and Realtor
Winner Realty