Founder's Story - The Sales Code: Tyler McClay’s Billion-Dollar Formula for Mastering Sales | Ep. 170

Episode Date: February 3, 2025

In this episode, host Daniel welcomes Tyler McClay—a powerhouse in the Canadian real estate market and a leading sales coach. Tyler opens up about his journey to surpassing the billion-dollar sales milestone, the systems and strategies that fueled his success, and why he’s now passionate about coaching others to reclaim authority in the sales world. From discussing his transition from a top agent to a dynamic coach to breaking down actionable frameworks for sales success, Tyler shares invaluable insights for anyone looking to scale their business and elevate their sales game.Key Topics Discussed:Celebrating Milestones & Staying Grounded:Tyler reflects on reaching over a billion dollars in lifetime sales, emphasizing that achieving massive success is both humbling and a stepping stone for continuous improvement.The importance of routines, systems, and the right inputs in building a sustainable and scalable business.Journey into Real Estate & Family Legacy:How Tyler’s initial plan to be a Wall Street banker shifted after a formative internship and working alongside his mother—a third-generation real estate agent.Balancing the stress and rewards of the real estate business while appreciating the blend of finance, data, and human interaction.Building a Scalable Business:Transitioning from being a top agent to creating a business model that scales by building and mentoring a team (currently 26 agents in downtown Toronto).Leveraging systems and frameworks—like the “intro value ask”—to generate leads and secure listings, effectively turning individual sales efforts into a repeatable, scalable process.Sales as Both Art and Science:The dual nature of sales: mastering the art of human psychology and the science of data, product knowledge, and structured communication.Discussion on the importance of charisma, enthusiasm, and coachability when recruiting new talent, and how these qualities fuel long-term success.The Shift to Coaching & Industry Impact:Tyler’s motivation for launching Rex Coaching is to elevate industry standards and restore the authority of real estate professionals.Tackling the dilution of value in modern real estate driven by social media trends and superficial influencers, and encouraging a return to fundamentals.Real-world success stories from his coaching program, including dramatic revenue increases for agents who have implemented his strategies.Actionable Sales Strategies & the “Intro Value Ask”:A deep dive into the specific conversational framework that blends an introduction with immediate value, designed to capture interest in the crucial first moments of any sales interaction.Practical tips for tailoring the pitch to spark curiosity and open the door for further dialogue.Notable Quotes:“Yesterday’s home runs don’t win today’s games—always stay hungry and keep evolving.”“The secret isn’t in the hustle alone, it’s in building the right systems that allow one plus one to equal three.”“Our value proposition is being diluted by superficial trends. It’s time to bring back authority and intentionality in sales.”Resources & Links Mentioned:Rex Coaching Website:rexcoaching.comInstagram Profiles:Rex Coaching: @rexcoachingThe Authority Agent (Book by Tyler McClay):Check it out on AmazonOur Sponsors:* Check out CoinFlip and use my code FOUNDERS for a great deal: https://coinflip.tech* Check out Indeed: https://indeed.com/FOUNDERSSTORY* Check out Kinsta: https://kinsta.com* Check out Plus500: https://plus500.comAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

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How can you find amazing candidates fast? Easy! Just use Indeed. Stop struggling to get your job post seen on other job sites. With Indeed Sponsored Jobs, your post jumps to the top of the page for your relevant candidates, so you can reach the people you want faster. According to Indeed data, Sponsored jobs posted directly on Indeed have 45% more applications than non-sponsored jobs. There's no need to wait any longer.

Speed up your hiring right now with Indeed, and listeners of this show will get a $100 sponsored job credit to get your job's more visibility at indeed.com slash podkatzca. Just go to Indeed.com slash podkatzca right now and support our show by saying you heard about Indeed on this podcast. Terms and conditions apply. Hiring Indeed is all you need. Welcome back to Top Leaders. Today we have Tyler McClay from the president of Rex Coaching and Tyler, you are a top 20 producer in real estate volume in Canada over a billion in lifetime sales which is insane. How was it when you hit over a billion dollars in sales? How was that feeling for you? Thank you, yeah, no, thanks so much for having me.

It's great being here with you, Daniel. I really, really appreciate your time and you having me on. I mean, you know what? It's amazing how you simply get into routine when you're building the systems and the structure and you just, you get into routine. You very often forget to look behind you and appreciate those milestones.

So I didn't even realize we had hit that. It was actually in 2022, late 2022 is when we hit the billion dollar volume mark or I did. And it just kind of happened. It was one of those things that happened as a byproduct of putting the right inputs in place and creating the right systems. So wicked feeling, it's quite really humbling

to even consider ourselves at that scale and the company that we're in to hit that milestone, to hit that mark, but truly, you know, yesterday's home runs don't win today's games. So we're still looking very forward. We're still looking very much at what we can do to improve and do better for our clients day in and day out on the real estate sales side.

That's the great thing about sales. You can celebrate your wins and then you have to dive back in, you gotta keep going. So why did you even get into real estate? What was the spark that at one point in your life said, okay, I wanna be a real estate agent? Yeah, no, great question. I mean, for me, it wasn't ever my first thought

or my first plan. I wasn't thinking, you know, this is my direction, this is my vibe. I actually wanted to be a Wall Street banker. That was my direction. That was my, you know, my thought back in the high school and kind of even in the university days. I'm a third generation real estate agent. So I saw my grandparents in the business.

I saw my mother in the business and she's still an awesome successful agent, works with us on our team at Tyler McClay Realty Group. I got just a taste of it in kind of doing an internship during my undergrad in finance and I worked with my mother and I shadowed her and I saw all the stress and all the tough parts of the business but I also saw the glimpses of what makes it so great. It was a perfect combination of finance and analytics and data, which maybe I'm a nerd, but I love that stuff when it is involved in housing and pricing and influencing decisions

and kind of forecasting the future. That's a lot of fun to me, right? I often say we don't have a crystal ball, but we've kind of got the next best thing when we can interpret data. It's got the face-to-face, it's got the people side, it's got the educational side, which I love to educate. I love martial arts for 15 years delivery of value. Um, so

the perfect combination o I um loved and enjoyed do the upside potential of i earning was there. Uh, ki spirit is uh, is needed i was there, kind of that entrepreneurial spirit is needed in this space. So it was just a combination of all the right things truly. How was it when you, I'm guessing you surpassed your mother

or you surpassed the parents or people that came before you in your family, when they saw you surpassing them and their success and now they're working with you, what was that like? You know what, I mean, it's humbling. I still say my mother is the best real estate agent I've ever met in my whole entire life. She's absolutely incredible. She's still just loving the business.

And that's what's fun about this business is it's it's it's easy to hate this business, but, you know, somehow she keeps she keeps the positivity and the professionalism and all the right things. So, I mean, I don't think I can ever surpass them in their their knowledge and their wealth of experience that they had access to or hands on experience with, right? They've seen markets that I'll never see. They've had experiences that I'll never have pre-technology, right? But I think it's humbling. I think it's just a different take on the same thing. And what I was able to do differently was turn a real estate salesperson or a realtor

role into a scalable business, which I think was the one thing that my grandparents and my mother never really did or considered. Great salespeople, great agents, but taking it to the next level, building a team. I've got 26 agents on my team In the downtown core in Toronto and you know having that ability to reach more people transact more volume Inspire the next generation of agents to operate with authority and confidence in the space There's nothing like it. Just the pace of scale, the pace of growth. It's a lot of fun. So when you're looking at people to hire

or bring onto the team, as I know, I think finding a salesperson for many people and not even, you know, just removing real estate, if people are looking like, okay, I need someone for sales in my company, because I'm with you, sales is the lifeblood of most organizations. Without it, most companies, no matter the industry, will fade away.

So what traits, or what is it that, when you see someone like, okay, this is gonna be a great salesperson? Yeah, you know what, that's an awesome question. I'm very much in the camp that sales can be taught, right? There's some camps that'll say, you know, natural born salesperson, and you're right, you'll hear those terms being thrown around.

But I think that at the core, it's truly a confluence of art and science to be a top salesperson. The art piece is the psychology, understanding human behavior, studying what makes humans tick and what makes us emotional. And then there's the science side, knowing what to say, when to say it,

educating yourself on the appropriate words to use, right? More sophisticated terms, being knowledgeable about your product, about your service, whatever it is that you're selling. You've got to know it inside out and backwards. And in this day and age, I'll just in this day and age, our value proposition specifically in real estate has evolved dramatically. My clients can source a lot of information on their own.

What homes are selling for, what the interest rates are looking like, what homes are available on the market. They can take on a lot of self education. So for us as salespeople, real estate salespeople, we really need to challenge ourselves to be better, to be 1%, 2% more educated, more knowledgeable, more valuable to the transaction. And it's not

just real estate. If you're selling boats, cars, hats, bras, whatever you're selling, you've got to know your product inside out and backwards. And then the top salespeople, what makes a top salesperson the top is having a really good understanding of their counterparty, of their consumer. What does the consumer want? Why do they want it? Take a deep dive with open ended questions to learn more about them so that you can ultimately make that match. Why said product or said home is going to appeal to that audience member. And we talk a lot about that in my coaching program. It's a big part of what I coach and what I teach my salespeople. Ultimately is just having a really tailored approach, really dialed coaching program. It's a I coach and what I teach

is just having a really t really dialed in approach that we have. The things you can't teach really wh that question. It's the c and the coach ability. Th that you need and the rest of art and science, the. So what is making you want to go from, you know top agent

To now sales coach Why do you want to help other people learn the strategies that you've that have made you successful? Yeah, I appreciate that question and you're not the first one to ask right? We've got a massive business that we're running and transaction volume is immense and I absolutely love it. I'll never stop being an active salesperson because it's what makes me tick. I just feel like I've got a responsibility to the industry. I see what's happening out there.

I see how our value is being diluted with social media and influencers and, and you know, tick-tock videos that are more for the likes and comments than the intention of selling a house. I often say I don't get paid for the likes and comments on my videos. I get paid when I transact real estate. So I always have a word of the year. Last year it was urgency

because everyone was moving a little bit slow. This year it's intention. Everything we do has to be intentional. Don't just post the Instagram reel because that's what you're told to do. Post it with the intention of locking up a client. Post it with the intention of finding a new investor. Post it with the intention of earning yourself, winning yourself a listing, right? But the reason I launched the coaching company truly is because I want to bring that authority

back to the industry. The authority that I've seen been diminished, diluted, evaporated from when my grandparents and my mother were selling in their prime. We were on a similar level to doctors, lawyers, accountants, business professionals that you'd admire. I think it's a combination of things now. It's the barriers to entry are extremely low to get into the business in most states and provinces. And then the other one is just, I think a lot of us are kind of doing it to ourselves.

Reality TV, selling sunset, what do we do all day? We wear high heels and go for fancy lunches and drive fancy cars, right? That's not really the case. So I think our value proposition is being diluted. I wanna give agents the authority and the confidence to bring that back. That sounds like a fun lifestyle.

I totally can understand what you're saying. There's a lot of these shows. There's a lot of these shows and I always wonder how much truth is involved in these shows to make them obviously look more like a show than reality. So when you see some of your people or your students finding success, how does that feel for you? And is there maybe a story or certain success that you're seeing so far?

It's honestly been incredible. It's been maybe just shy of a year now since we've launched the coaching company. The success has been incredible. The response has been extremely humbling. I'm blown away. But yes, I mean, the success that we're having is awesome. To see my students and these agents implement my strategies, my systems that I've seen work, seeing them execute those strategies,

and then hearing all about the wins, hearing all about the results they're generating as a factor of the inputs, it's awesome. I mean, non-stop, almost every day we're getting messages, hey Ty, I talked to a gentleman using your framework and I got the listing. Or hey, if I didn't go through your objection handling techniques, I never would have been able to keep the conversation going and win that buyer. Even social media, like I'm getting tagged and stuff where they're executing my formats and my formulas

for conversational frameworks and reels. And the response is incredible. So I mean, I could tell you, I don't know how much time we have here, but I could tell you a ton of success stories that we've had. Most recently, we have one agent, he's been in the business for a year.

He made 30 grand his first year in the business before me. When he joined me, he was in the business for a year. Now he's been with me for almost one full year, one of my earlier clients. He's gonna hit 270 this year in GCI, 270,000 in GCI. He's seven times his business in terms of volume and it's just a pleasure to watch. seven times his business in terms of volume. And it's just, it's a pleasure to watch.

I mean, it's weird when they're grateful for me just doing what I feel like I wanna do naturally and help and support and give agents the tools. Because a lot of the, I guess a lot of the training for agents, a lot of the formal, there's not much formal education, but a lot of the licensing requirements are the bare bones. They don't actually teach you how to do the business.

And a lot of brokerage training is very lame, for lack of a better word. So there's not really much that exists. I've just kind of drawn from my experience as a university professor, college professor, to create an impact course, condensing my over a decade of experience, billion dollars in volume, into some actionable strategies.

And it's working. It's just unbelievable to see the success our students are having. So that's one example of about 65. We've got about 65 students now. You know, we'll have an interview process, we'll book a call, make sure they're a good fit. We want to make sure they're willing to and ready to execute on the strategies that we coach and teach.

But yeah, the success has been incredible. It's the best feeling in the world. It's incredible. Well, congratulations on that. I know when you transition from different things in your business, you know, from the you selling or managing the salespeople to now coaching the people, there can be a transition there, but it's great

that you're seeing success. You've mentioned the word systems a few times today. Would you say though, that having a system with sales or a sales system is one of the most important things to continue to see success? 100% without a doubt. I've actually, I just wrote a book over the holidays. It's hard for me to sit idle.

So I had four days off over the holidays and I decided to put all my thoughts into an actionable guide. So that's on Amazon, it's called the Authority Agent by Tyler McClay, and it basically covers a lot of the systems that I implement into my business and my team operates under these systems. We've got systems for listings, buyers, our CRM formulas,

our social media, and you know, if you don't have systems, then it's impossible to scale. Like we were chatting, right? Sales, every year you go back to zero, you start from scratch. With the right systems, you don't have to. You're building on what you've already created, and that, it allows you to make that one plus one equal three.

It allows your outputs to far exceed your inputs. So, I mean, I've got conversational frameworks for our lead generating systems, you know a lot of formulas to that effect. I mean one of them is the is the intro value ask, right? How do you just start a conversation? How do you talk to anyone? Well the simple formula is intro value ask. Introduce yourself, provide some value to that specific audience and ask for the opportunity to follow up or ask if they want more information or ask for their email. Right.

I think a lot of times we don't elongate the sales process enough because this is very relationship based our industry. It's not transactionary nearly as much as it is relationship based. So we've got a lot of systems and frameworks for that. But with that, with that intro value ask structure, the one little key that I can give any of the listeners today that are in real estate or sales in general, what you wanna do with that first interaction,

what I see a lot of salespeople do is they'll make their intro and then they'll pause and they'll stop. And that gives your counterparty a chance to hang up the phone or shut the door or move on, right? Gives them a chance to interject. You realize you needed to hire someone yesterday. How do you find quality candidates fast? Use Indeed because when it comes to hiring, Indeed is all you need.

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What I try to do is blend the intro and the value together. So instead of, hi, I'm Tyler McClay, Tyler McClay Realty Group, how are you today? I'm fine, I don't need to talk to you. It's, hi, I'm Tyler McClay, Tyler McClay Realty Group. I just wanted to let you know one of your neighbor's homes sold for more than they listed for. They got a phenomenal price.

I'd love to speak to you about how that home compares to your home. Do you have two or three minutes for me? Now I'm giving them the value, I'm giving them a taste of the value. I'm casting the line for them to be curious. And what we need to do as salespeople is do our best to elicit that curiosity.

So the intro value ask formula framework gives you that opportunity. My pro tip is try to combine the intro and the value in your first sentence, in your first pitch. I like that a lot. I'm gonna use that. I'm gonna use what you just said. I think that could be used across all industries. So thank you for sharing that tactic. That one tactic today could seven or eight times

anyone's business because if you can't get past that first few seconds, which I think most people get hung up on or the line is closed, the door is closed, it's hard to come back from that. Tyler, thank you so much for sharing all of this today. If people wanna get in touch with you, they wanna find out more information about Rex Coaching. How can they do so? RexCoaching.com, that's our website.

There's a lot of info about our course and what we offer there, how you can learn, how you can amplify your sales. Instagram, I'm posting daily on my Rex Coaching Instagram page, or Tyler McClay Realty Group is my sales Instagram as well. So any of that, feel free to get in touch. Info at RexCoaching.com is our email

if you wanna get in touch with myself and our team director. Amazing, Tyler. Thank you so much for joining us today. And I can't wait to join Rex Coaching one day. One day when you branch out. Not even doing just real estate. I'm going to join it. But thank you so much. And I can't wait for you to come back in a year

and tell us all the success that your people are having then. Really appreciate that, Daniel. Thanks so much for your time. It's been a pleasure. Thanks. Get ready for Las Vegas style action at BedMGM, the king of online casinos. Enjoy casino games at your fingertips with the same Vegas strip excitement MGM is famous for. When you play classics like MGM Grand Millions or popular games like Blackjack, Baccarat,

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