How do you systematically build a team without taking on too many agents? Can the same model work for building a brand in the luxury market? On this episode, Kelly Cook talks about the engine of his business, what he’s learned through building his own team, what he implements, and learning leadership from football coaching.


Start with WHO. Find a really good person and you’ll have all kinds of possibilities.
-Kelly Cook

Takeaways + Tactics

  1. Your VIP clients need to be segmented & treated differently. Set up your own VIP Plan where 35-40 high-value people receive a series of gifts through the year.
  2. Pay your ISA a guaranteed draw plus a % of the gross commission with no cap.
  3. Have your ISA build up the agent who actually meets with the client – sell the client on why they should meet with that agent.

Resources & Links:

Expansion– Learn how you can partner with Elite Real Estate Systems – get lead generation, coaching, support, training and access to a culture of success – all without leaving your current broker.

Team Building Workshop – Spend the day observing these systems in person, including board meetings, Monday Team Meeting, agent one-on-one meetings. Also includes hours of private consulting to create your own custom roadmap to build and exit your real estate team.

Tools & Services – See all the tools, professional services and companies we use and recommends to help build your real estate team.


We started with Kelly’s team structure and lead gen levers, and how Kelly has built his team by attracting and training solid agents and backing them up with ISA’s. Kelly pointed out, “Our main sources of leads are online leads, ISA leads & database leads.” Agents on Kelly’s team are primarily buyer’s agents but have the flexibility to do listings as well.

On this episode we discussed:

  • The VIP touch plan the team runs throughout the year
  • Carving out a brand in the luxury market
  • How the team builds their master database and incorporates agent’s spheres
  • The best leaders he came across in his football career

Kelly explained that they really have put focus into the client’s perception of their service, which is heavily influenced by how well you nurture. With the ISA having autonomy over the whole database, they can stay in touch and influence perception by building up Kelly’s agent in their interactions with the client. “The more the ISA makes herself look small to the client & elevates the agent, the higher the closing rate.” There’s a ton of valuable, impactful ideas in Kelly’s episode, so dive, take some notes and be sure to connect with Kelly. We think you’ll be seeing more of him on the national scene in the years to come!

Guest Bio 

Kelly is the leader of Kelly Cook Homes. His personal experience as a student athlete & collegiate football coach has provided valuable insight and experience that propelled him in the real estate industry.  As a student-athlete, Kelly played football at the University of Nebraska, participating on the offensive side of the ball at both Quarterback and Wide Receiver. During his tenure at the University of Nebraska, Kelly competed in two BCS Bowls, one Conference Championship game, and one National Championship game. After the conclusion of his football playing career and graduation from the University of Nebraska, Kelly served on the coaching staff at Nebraska and Ole Miss. In 2005, Kelly decided to take the skill set he acquired competing in collegiate athletics and apply it to the real estate industry here in Arizona.  Leadership, integrity, and work ethic are the core competencies of Kelly Cook and the Kelly Cook Real Estate Group. Go to KellyCookHomes.com for more information or call 480.442.9868

Team Building Workshop Details