During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Isaiah Colton, co-founder of the Real-Estate Nexus and the head of growth for the Realty Home Advisors brokerage. Isaiah is a lead-generation guru and he shares his expertise that he gained from continuing to solve problems along the way.  Episode Highlights:  Isaiah Colton talks about his journey, experiences, and the challenges that he has overcome in his career. In 2014, he was the VP of sales and marketing for a start-up online marketing company, when he decided he wanted to go out on his own to start a brokerage. Isaiah and his business partner, Mark, developed a small team of 3-4 people in a short amount of time. He got hyper-focused on lead follow-up and lead conversion and ensured client experience was at the forefront of the process. They used the ISA model, which was already around in 2014, but wasn’t quite as popular as it is today. Their first year, their brokerage did 170 transactions and from there the growth continued.  Isaiah had the idea to train more people to do his role and they scaled the ISA model out to 70 ISA agents, doing referrals  and prospecting all over the country. The popularity grew, with agents continuing to join their referral program, and they couldn’t stop the momentum. Within a three-year period, with the broker to broker referral model, they grew to 15 million dollars of revenue. Isaiah woke up one day realizing that he was exhausted and not happy, managing 120 employees. He wanted his company to be a technology-first type company and they sold off the broker to broker referral arm. Isaiah’s passion today is helping real-estate agents have a whole scope of not just generating leads, but converting leads and making sure that the client is happy along the way. Jeff asks on behalf of the listeners, “How can I equate this into my business?” Jeff talks about the in-house ISA company built by Isaiah. At the end of the day, whether you are an agent, broker, or an individual, all you want is to make it rain. You are going to learn today “how to make it rain.” Isaiah talks about the friction points in the real-estate industry that slows it down. Largely there are three buckets – Marketing, Sales, and Service. Take a hard look and ask yourself, “How solid is your marketing plan?” Jeff inquires if marketing means listing. He also points out that agents often don’t have a pitch. Isaiah clarifies that marketing means converting people into your database, generating leads, converting them, and finally building a brand through social media, video marketing, etc. Jeff inquires, “When it comes to actual lead generation with AI, how does that work?” Isaiah shares that if your follow-up is not good, you will pay for something that is not good anyway. Isaiah points out that with the new technology and tools, we have kind of lost the fundamentals. Jeff and Isaiah discuss the importance of being honest and honing your skills. At times, Isaiah has seen people who are good at the front-end but lack customer management and vice versa. If you hyper-focus on marketing, sales, and service with your client at the center and get better at serving clients, you will have abundance. With hard work and focus, wealth will come to you. 3 Key Points: Isaiah talks about the ups and downs that he faced while launching and growing his business. At first, he was excited to grow a business, but later, he learned that “You have to be careful that you do it the right way.”  Isaiah shares about tools and technologies, especially how he has used the AI system backed by a 24/7 sales agent. Isaiah talks about the importance of building value, creating urgency, overcoming objections, follow-up, tracking metrics, and much more.  Resources Mentioned: Lab Coat Agents  | Website | Facebook | Facebook Group | Twitter | Instagram | Isaiah Colton | Website | Facebook | Real Estate Nexus RedX (sponsor) Street Text (sponsor)