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The Sales Code: Tyler McClay’s Billion-Dollar Formula for Mastering Sales | Ep. 170
00:16:45
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- [00:00]
Unknown Host
How do you make an Airbnb a vrbo. Picture a vacation rental with a host who's showing you every room like you've never seen a house before. Now get rid of them. There you go. No host ever. Now it's a vrbo. Make it a vrbo.
- [00:16]
Flight Attendant
Ladies and gentlemen, we are now boarding group A, please have your boarding passes ready to scan. If your phone is cracked old or was chewed up by your Chihuahua travel companion, please refrain from holding up the line and instead simply go to Verizon and trade in any phone in any condition from one of their top brands. For the new Samsung Galaxy S25 plus with Galaxy AI on Unlimited ultimate and Watch or Tap also on them. Service plan required for Watch or Tap. Trade in and additional terms apply. See verizon.com for details.
- [00:48]
Daniel
Welcome back to Top Leaders. Today we have Tyler McLay from the President of Rex coaching at. Tyler, you are a top 20 producer in real estate volume in Canada. Over a billion 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?
- [01:12]
Tyler McLay
Thank you. Yeah, no, thanks. 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 the. 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, those milestones. So I didn't even realize we, 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 we what we can do to improve and do better for our clients day in and day out. On the, on the real estate sales.
- [02:08]
Daniel
Side, that's the great thing about sales is 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?
- [02:25]
Tyler McLay
Yeah, no Great, 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. That was my direction. That was my, you know, my thought back in the, 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 Maclay 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 to teach. I taught martial arts for 50 years, so I just love the delivery of value. So it just was kind of the perfect combination of everything that I loved and enjoyed doing. And then of course, the upside potential of incredible income and earning was there kind of that entrepreneurial spirit is, is, is, is needed in this space. So it was just a combination of all the right things. Truly.
- [03:56]
Daniel
How was it when you, I'm guessing you surpassed your mother or you surpassed, you know, 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?
- [04:12]
Tyler McLay
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 never surpass them in their knowledge and their wealth of experience that, you know, 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, the pace of scale, the pace of growth, it's, it's a lot of fun.
- [05:34]
Daniel
So when you're looking at people to hire or bring onto the team, because 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, I need someone for sales in my company because I'm with you. Sales is the lifeblood of most organizations. Without it, you know, most, 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 going to be a great salesperson.
- [06:06]
Tyler McLay
Yeah, you know what, that's, that's an awesome question. I'm very much in the camp that sales can be taught. Right. There's some, there's some, some camps that'll say, you know, natural born salesperson. And you're right, you'll hear those, those terms being thrown around. But I think that at the core it's, it's truly a confluence of art and science to be a top salesperson. The art piece is the psychology. Understanding human, 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 gonna 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 in approach with every experience that we have. The things I look for are the things you can't teach. Really when I'm hiring, to answer that question, it's the charisma, the enthusiasm and the coachability, those are the core things that you need. And the rest, the confluence of art and science, the rest can be taught.
- [08:13]
Daniel
So what is making you want to go from 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?
- [08:27]
Tyler McLay
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, TikTok videos that are more for the likes and comments than the intention of selling a house. Right. 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 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, the, 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, right? 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, that's, that's, that's not really the case. So I think our value proposition is being diluted. I want to give agents the authority and the confidence to bring that back.
- [10:16]
Daniel
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, in these shows to make them obviously look more like a show than reality. So when you see, when you see some of your, your, your people or your, your students finding success, how does that feel for you and is there maybe a story or certain success that you're seeing?
- [10:44]
Tyler McLay
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 you know, as a factor of the inputs, it's awesome. I mean, non stop, almost every day we're getting messages, hey, Ty, you know, I talked to a gentleman using your framework and I got the listing or you know, hey, if I didn't go through your objection handling techniques, I never would have been able to keep the conversation going in 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 one, almost one full year. One of my earlier clients. He's going to hit 270 this year in GCI. 270,000 in GCI. He's 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 want to 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, you know, so there's not really much that it 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, 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. 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, it's, it's the best feeling in the world. It's incredible.
- [13:15]
Daniel
Well, congratulations on that. I know when you, when you transition from different, 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?
- [13:44]
Tyler McLay
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, 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 Maclay. 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, 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, 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, for our, 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 convers? 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 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 want to do with that first interaction. What I see a lot of salespeople do is they'll, 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, or shut the door or move on. Right? Gives them a chance to interject.
- [15:28]
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- [17:50]
Flight Attendant
Ladies and gentlemen, we are now boarding Group A, please have your boarding passes ready to scan. If your phone is cracked, old or was chewed up by your Chihuahua travel companion, please refrain from holding up the line and instead simply go to Verizon and trade in any phone in any condition from one of their top brands for the new Samsung Galaxy S25 plus with Galaxy AI on Unlimited ultimate and a Watch or tap also on them Service plan required for Watch or Tap trade in and additional terms apply. See verizon.com for details.
- [18:19]
Tyler McLay
What I try to do is blend the intro and the value together. So instead of Hi, I'm Tyler McLay, Tyler Maclay Realty Group. How are you today? I'm fine. I don't need to talk to you. It's hi, I'm Tyler Maclay, Tyler Maclay Realty Group. I just wanted to let you know one of your neighbors 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, 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.
- [19:01]
Daniel
I like that a lot. I'm going to use that. I'm going to use what you just said. I think. I think that could be used across all industries. So thank you for sharing that tactic. I mean, that one tactic today could seven or eight times, you know, anyone's business. Because if you can't get past that first, you know, that, that first few seconds, which I think most people get, you know, hung up on or, you know, the line is closed, the door is closed, it's hard to come back from that. Tyler, thank you so much for sharing all this. Today. People want to get in touch with you. They want to find out more information about Rex Coaching. How can they do so?
- [19:35]
Tyler McLay
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 McLay Realty Group is my. Is my sales Instagram as well. So any of that, feel free to get in touch. Infoexcoaching.com is our email. If you want to get in touch with myself and our team direct.
- [19:55]
Daniel
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 gonna join it. But thank you so much. And I, I can't wait for you to come back in a year and tell us all the success that your people are having then.
- [20:13]
Tyler McLay
Really appreciate that. Daniel, thanks so much for your time. It's been a pleasure. Thanks.
- [20:21]
Unknown Host
How do you make an Airbnb a vrbo. Picture a vacation rental with a host who's showing you every room like you've never seen a house before. Now get rid of them. There you go. No host ever. Now it's a vrbo. Make it a vrbo.
- [20:38]
Flight Attendant
Ladies and gentlemen, we are now boarding group A. Please have your boarding passes ready to scan. If your phone is cracked old or was chewed up by your Chihuahua travel companion, please refrain from holding up the line and instead simply go to Verizon and trade in any phone in any condition from one of their top brands for the new Samsung Galaxy S25 plus with Galaxy AI on Unlimited ultimate and a watch or tap also on them. Service plan required for watch or Tap. Trade in and additional terms apply. See verizon.com for details.