The Road to $100 Million
Jane Floyd breaks down exactly how she hit $104M in 2024: her business source mix, agent recruitment tactics, social media workflow, and team conversion focus. Best for LOs who want a no-BS look at what a high-volume originator actually does every week to stay at the top.
There is no secret sauce — $100M is built on relentless fundamentals: weekly agent calls, lunch-and-learns, open houses, and protecting your reputation at all costs.
Takeaways you can run this week
- Track your business source percentages quarterly — Jane's split is 71% realtors, 16% past clients, 3% past client referrals, 5% social/consumer direct. If past clients + referrals are under 20%, build a specific outreach plan to close the gap.
- Commit to Tuesday pipeline updates: call every listing agent on every active file every Tuesday without exception. Jane has done this since January 2011 and credits it as a primary agent acquisition channel — agents notice the consistency and send more business.
- Host or attend Wednesday broker preview open houses every week. Bring your director of business development. Meet new agents on-site, including unrepresented buyers who walk in post-NAR settlement — Jane says this is the #1 move she'd make if dropped in a city where she knew no one.
- Batch-film social content in 3-hour blocks every other week with a set team (Jane uses herself, her director of development, and a social media person). Change outfits, pre-plan topics, then let your social person calendar and post — this replaces chaotic, last-minute filming when your energy is low.
- Generate video topics by listening to what buyers and agents ask you every week. Jane's current high-performers: 2-1 buydowns, credit score impact on payment math, renovation loans for hurricane-damaged/discounted homes, and seller concession strategies post-NAR settlement.
- When you make a pre-approval mistake, call the listing agent first, have a Plan B lender or solution ready before you dial, never place blame, and offer to cover costs. Jane's 25-year agent relationship survived a blown pre-approval seven years ago because of exactly this sequence.
Useful? Get the full Vault free — plus Marketing Worth Stealing, weekly.
GET FREE ACCESSThe playbook
- 1. Identify your business source percentages (use Redder, MMI, or your LOS data).
- 2. Set Tuesday as your standing listing-agent update call day — no exceptions, every active file.
- 3. Block Wednesday mornings for broker preview open houses with a team member; rotate through different agent offices to meet new faces.
- 4. Schedule one coffee meeting per week: ask a trusted agent to bring one agent they respect ('bring an agent like you').
- 5. Book a recurring 3-hour batch-filming session every other week; prepare topic list in advance based on buyer/agent questions from the prior two weeks.
- 6. At year-end, run a lead-to-close conversion audit by team member. Set a single Q1 conversion improvement target (Jane's: +3%) and back into the activity required to hit it.
Worth quoting
“Everything you want is on the other side of your reach and your reputation.”
“It's not that you get knocked down — it's how long do you stay down?”
Best for
LOs doing $20M–$60M who are inconsistent with agent outreach and have a neglected past-client database they've never systematically worked.