Case Study
C2 Realty Group of Real Brokerage: From Local Success to NorCal Domination
Success Spotlight
- 60 real estate agents
- $155MM in volume goal for 2024
- Market coverage in Northern California
C2 Realty Group of Real Brokerage, led by Kyle Chernetsky, is a dynamic real estate brokerage that got its start in 2021. In the beginning, they were a small but mighty team of 6 agents working in their local market. Kyle and his team found great success but had their sights set on something bigger. So in the last year, they decided to make the move towards building a larger team.
With that, the team went through a very large growth period over the last ten months – adding 52 new agents to their team. Now C2 Realty Group covers most of Northern California with 6-8 agents in each market. The team focuses on both buyers and sellers – about 55% on the buyer side and 45% on the seller side. In addition to this, C2 Realty Group has a large property management division with about 1,600 units of property management.
The team prides itself on its team-oriented structure, allowing clients to benefit from specialists focused on different aspects of real estate transactions. Known for being approachable, relatable, successful and fun, C2 Realty Group has established itself as a trusted name in the community.
Navigating New Growth
The expansion of Kyle Chernetsky’s team, now consisting of 60 agents, presented a significant challenge – how to efficiently recruit new agents, feed the growing number of agents with leads, nurture those leads through to conversion and effectively scale their business operations. To tackle this challenge, C2 Realty Group transitioned to Sierra Interactive from Follow Up Boss as their real estate CRM provider. This switch allowed them to leverage automations and action plans provided by Sierra to streamline their lead nurturing processes and enhance operational efficiency.
Attracting New Agents
C2 Realty Group employs a multi-faceted approach to attract new agents:
Active on Job Boards:
They post numerous job listings on Indeed and utilize a program called Smart Sourcing for cold outreach.
Leveraging DRE Data:
They reach out to new licensees from the Department of Real Estate’s (DRE) weekly lists.
Cold Outreach:
They connect with agents involved in recent transactions to gather feedback and initiate recruitment conversations.
Lead Generation and Management
The lead flow for C2 Realty Group is robust, ensuring that their agents are consistently busy:
Property Management Company:
This is their primary lead source, providing 10-15 homeowner leads per agent per month. These are leads who may want property management services, to list their home or something in between.
Zillow Premier:
They invest in Zillow leads.
Google PPC:
They employ a third-party vendor for Google Pay-Per-Click (PPC) advertising.
Operational Efficiency with Sierra Interactive
A significant part of their success is attributed to Sierra Interactive’s platform, which offers various tools to enhance efficiency:
Automations and Action Plans:
These were the main attractions for switching to Sierra Interactive. Automations help in lead nurturing and recruitment processes. Action Plans put leads into automated sequences of emails, texts and/or ringless voicemails. Phone call tasks can be included in traditional plans as well.
“That was actually the main reason why we switched over to Sierra was the Automations. We were initially with Hatch Systems doing the Automations through them. When we were a smaller team we had ISAs, so that system made more sense for us at that time. Since then we’ve gotten rid of ISAs and now have agents self-sourcing in the database. So now we’re utilizing ponds for the agents to be able to go in and do that themselves.”
Lead Ponds:
Kyle’s agents utilize the lead ponds to self-source leads, ensuring no lead is forgotten. This allows C2 Realty Group to continue driving business from the ponds, whereas the leads would have sat in the agent’s pipeline and gone ignored. Now, Sierra’s lead ponds are surfacing new business for them they otherwise would not have captured.
Dialer Dashboard:
Kyle extensively uses the Sierra Dialer Dashboard for team contests and maintaining agent accountability by monitoring minimum standards and requirements. This tools allows Kyle to track call metrics related to calls placed via the Sierra Dialer. It breaks down the following for each agent:
- Dials: A count of outbound calls placed from the agent to a lead.
- Valid Conversation: A count of outbound calls from the agent to a lead when the User sets the status of the call as: “Talked to Lead”, “Talked to Lead and Scheduled Buyer Appt.”, “Talked to Lead and Scheduled Listing Appt.”.
- Wrong Number: A count of outbound calls from the agent to a lead when the User sets the status of the call as: “Wrong Number”.
- Messages Left: A count of outbound calls from the agent to a lead when the User leaves a pre-recorded message for the lead or sets the status of the call as: “Left Message”.
- Buyer Appointments: A count of outbound calls from the agent to a lead when the User sets the status of the call as: “Talked to Lead and Scheduled Buyer Appt.”.
- Listing Appointments: a count of outbound calls from the agent to a lead when the User sets the status of the call as: “Talked to Lead and Scheduled Listing Appt.”.
- Total Appointments: A count of outbound calls from the agent to a lead when the User sets the status of the call as: “Talked to Lead and Scheduled Buyer Appt.” or “Talked to Lead and Scheduled Listing Appt.”.
- Appointments/Hr: A count of calls with status “Talked to Lead and Scheduled Buyer Appt.” or “Talked to Lead and Scheduled Listing Appt.” per hour.
- Duration: Total number of minutes (rounded) spent on outbound calls from the agent to a lead.
Scalability and Customization
Kyle emphasizes the scalability of Sierra Interactive. The platform allows for extensive customization, making it adaptable to the evolving needs of the team. Whether it’s for recruitment, property management or lead nurturing, Sierra’s flexibility ensures that it can scale with C2 Realty Group’s growth.
“My favorite thing about Sierra Interactive is that it’s so scalable. So many things can be customized and created in a way that fits your team perfectly no matter what your makeup is. And even when we change our makeup, we can quickly adapt and make those changes to scale that portion. To me, it all comes down to the scalability of the platform.”
Sierra has the tools growing teams need to capture leads and stay organized. With a high-performing website, centralized hub and marketing options to help teams grow and scale quickly, Sierra is the top solution for teams that want to grow—and grow fast (like C2 Realty Group!).
Looking Ahead
This impressive expansion is a result of a focused recruitment strategy and effective use of Sierra Interactive’s tools. C2 Realty Group is now on track to achieving its goal of $155MM in volume by 2024, and they have no plans of slowing down.
Future Goals
Looking ahead to 2024, C2 Realty Group aims to achieve significant growth:
Targets:
They plan to accomplish 130 sides with $155 million in volume, a 35% increase from the previous year’s $107 million.
Strategies:
They focus on two core pillars—investors and listings, continuing to grow their property management arm and generating listings through it.
Finding Success in 2024
C2 Realty Group will focus on continuing to generate new listings through their property management company. Currently, this is providing the team with about 200 new homeowner leads each month. What’s most common is what Kyle calls “accidental landlords”, or homeowners who have a 3% interest rate and would normally sell, but are interested in renting. By the time his team breaks down the poor cashflow on the property if they do rent it out, most choose to list the property, or come to them further down the line when they’re ready to list.
“With NAR changes, we are adapting to all of that and having that as a heavy focus, but we’re also making listings an even bigger focus moving forward.”
Conclusion
C2 Realty Group’s transformation through the adoption of Sierra Interactive’s platform highlights the importance of strategic operational adjustments and leveraging technology for business growth. Their success story serves as an inspiration for other real estate teams looking to scale effectively.
“If you’re either an individual agent or an existing team, or individual agent who wants to grow a team, it’s better to get in now and get your systems built because if you start bringing on other team members before you have those systems built out you’re going to be ripping your hair out. So it’s good to start now, even if it is a small, incremental cost. The additional functionality will pay for itself right off the bat. As you start to add those team members you already have this great system.”
By adopting the right tools and strategies, C2 Realty Group not only expanded their team but also enhanced their operational efficiency and lead management processes. Their journey demonstrates how leveraging technology can lead to substantial growth and success in the real estate industry.
Thinking about revolutionizing your real estate operations? Get started with Sierra Interactive today and experience the benefits of automation, efficiency and scalability.
