A Class Planted The Seed
Before he ever made a prospecting call, Keith’s business was okay, mostly referrals and some door knocking. It paid the bills, but he was looking for new opportunities. The push came from a Keller Williams course called BOLD (Business Objective: Life by Design), where they talked about working expireds, cancels, and FSBOs and getting on the phone.
Nothing magically clicked that day. It was just an idea that formed in his head. So he ran with it. He pulled expired and canceled listings straight from the MLS, looked up phone numbers by hand, and started dialing.
Simpler, Easier, Better Interface
Keith started with another lead company that came along before REDX existed. Then that company folded, and he was left looking for a new home for his prospecting. That’s when he heard about REDX and made the switch.
The reason was simple: it was simpler, easier, and it had a really nice interface. When you’re making a hundred calls a week, that matters. Suddenly he had a lot more numbers to call and the whole thing got a lot easier.
Failed His Way To Success
The early days were rough. There weren’t many trainings or scripts back then, so Keith just tried different things until one day a call turned into an appointment, and that first appointment was amazing. He went for it, got it, and ended up listing and selling the home. He’s done so many expireds and cancels since that he can’t even remember the details of that one.
Today the system runs like clockwork. He’s in around 9:00, hits the new expireds and cancels first, then works his “seven days of pain”: calling every lead seven straight days; anyone he doesn’t reach goes on the mailing list. After that come his older expireds, then FSBOs (rare in his market, maybe one or two a month), and lately he’s layering in notice of default and notice of trustee leads. Last year was a really good year: seven or eight expired listings and over $10 million in volume in the Bay Area. And because he pays for the platform instead of per lead, he controls his own economics.
Be Consistent, Always Go For The Appointment
Ask Keith what he’d tell himself back when he was still figuring it out, and the answer is clean: “Be consistent, know what your scripts are, know what you’re gonna say, and always go for the appointment.” He keeps it focused: a coach and regular script practice, no podcasts or YouTube.
The real lesson isn’t a single deal. It’s the mindset shift: stop attaching to the outcome, just do the work every day, and it happens. For Keith, prospecting isn’t a tactic anymore. It’s just what he does. “Now it’s easy. Now it’s just what I do every day.”
