Episode 23: Why Most Agents Fail to Convert Online Leads! - The W Group

In the latest episode of the **OT (Only Teams) podcast**, we had the pleasure of hearing from **Trey Willard**, the leader of the highly successful W Group based in Baton Rouge, Louisiana. Trey shared invaluable insights into how he built and scaled a top-performing real estate team, and we’re excited to dive into the key takeaways.

Trey’s Journey to Real Estate Success

Trey’s journey into real estate began in 2010 when he joined **Keller Williams** as a buyer’s agent. In his first full year, he was named **Rookie of the Year**, closing 33 transactions. Trey’s drive led him to create his own independent residential division, which later became part of **Berkshire Hathaway United Properties**. In 2016, Trey founded the **W Group**, which has grown to **45-50 agents** across multiple markets, including **Baton Rouge**, **New Orleans**, and **the North Shore**. In 2023, the W Group became the **#1 team in Keller Williams Gulf States**.

Mastering Lead Generation and Conversion

A key driver of the W Group’s success is their **diverse lead generation strategy**. Trey emphasized meeting clients on platforms like **Zillow**, **realtor.com**, and their own website. The team generates a steady flow of leads from online sources like **Zillow FLEX**, **realtor.com**, and **OJO**.

Trey pointed out that success doesn’t come just from generating leads—it comes from **converting** them. The W Group has a comprehensive **onboarding and training process**, including a **listing certification program** where agents must shadow experienced colleagues and pass a presentation skills test before taking on their own listings. This ensures agents are prepared, leading to high conversion rates.

Technology and Operational Efficiency

Trey credits the W Group’s success to their strategic use of **technology**. The team uses **Follow Up Boss CRM** to integrate leads and automate lead management. One effective tool is the “**text for info**” system, where buyers can text a number to receive property details, which feeds potential leads into the CRM.

Trey has streamlined operations using tools like **Sisu**, which automates tasks and creates checklists for agents, allowing them to focus on relationship-building and closing deals.

Expansion While Maintaining Team Culture

As the W Group expanded into new markets, Trey’s focus remained on maintaining the team’s **culture** and **accountability**. Regular coaching calls and site visits help keep the expansion teams aligned with the group’s core values.

Trey emphasized simplicity and consistency in leadership. He encourages agents to focus on basics like the “**do the two**” principle—meeting two new people and adding five new contacts to their database weekly. Despite the challenges of expansion, Trey ensures his team stays focused and accountable.

Key Lessons for Building a High-Performing Real Estate Team

Trey Willard’s experience offers key lessons for building a high-performing team:

1. **Diversify Your Lead Generation**

Meet clients on platforms like Zillow, realtor.com, and more to capture every opportunity.

2. **Invest in Training**

A robust onboarding process ensures agents are confident and skilled, leading to better conversion rates.

3. **Leverage Technology**

Use CRM systems and automation to streamline operations and free up time for agents to focus on clients.

4. **Focus on Culture and Accountability**

Maintaining culture and setting clear expectations are crucial, especially when expanding into new markets.

5. **Keep It Simple**

Consistent, simple actions—like meeting new people and expanding your network—can drive long-term growth.