- Ben Caballero is the top real-estate agent in the US.
- He sold $1.9 billion worth of homes in 2017.
- Caballero said he followed two top rules of selling to pull it off: make it as easy as possible for your clients to buy your product, and make sure they like you.
- The first rule is something Amazon does particularly well, he said.
Ben Caballero sold 4,799 homes worth a cumulative $1.9 billion in 2017 — an average of 92 homes per week.
This feat has placed him firmly as the top real-estate agent in the US, according to Real Trends, a residential brokerage industry publication. He was recognized by Guinness World Records for selling 3,556 homes in 2016.
Instead, Caballero said he’s pulled off his impressive record by adhering to two rules of selling.
“The first two rules of selling, as far as I’m concerned, is: No. 1, you’ve got to make it easy,” he told Business Insider. “And No. 2, they’ve got to like you.”
Caballero has made it easy for his clients to work with him by creating an online platform, HomesUSA, for homebuilders. He works only with those who build several hundred houses per year and streamlines the process of creating a listing, tracking the progress of the house’s construction, and updating the listing when photography is added and when the home is complete.
“If they didn’t have our system, they would have to have multitudes of spreadsheets … and they’d be entering it manually,” Caballero said. “Instead of being able to initiate a listing request in a minute or two, it’d probably take them anywhere from 20 minutes to an hour. And if they are dealing in hundreds of listings, that’s a lot of time that they would be spending doing that.”
Caballero’s team creates a listing in an average of 13 minutes, making the process quicker and more painless for his clients.
“If I said, ‘OK, you have to pay me $10,000 to set you up in my system, and you have to fill out 40 forms to get me started …’ Just making them take more risk and spend more time are all barriers — they’re all things that make it more difficult,” he said.
Caballero said he’d noticed one company in particular that owes its success to making things easy for people.
“If you go to Amazon, they know who you are because you’ve been there before,” he said. “They know who you are. They know what you’ve bought before. So you buy something, and they say, ‘People who bought this bought this other stuff too. Do you want some of that?’ They make it really easy for you to buy. And then they ship it really quick.”
But of course, ease and efficiency don’t matter if you’re not likable and trustworthy, Caballero said.
“If they don’t like you, they will not do business with you unless you have the only game in town — you’re a monopoly or something,” he said.