Episode Summary: The Millionaire Real Estate Agent Podcast

Episode 100: "Become #1 on Google: Reviews & GLS Made Simple With Toni & David Zarghami"
Host: Jason Abrams
Guests: Toni & David Zarghami
Release Date: September 15, 2025

Episode Overview

In this milestone 100th episode, Jason Abrams sits down with Toni and David Zarghami of Sarasota, Florida—former teachers turned leading real estate agents—to unveil the precise systems and strategies behind their team's $160M annual success. The focus: how to dominate organic leads via Google, master the art of collecting and leveraging Google reviews, and effectively utilize Google Local Services (GLS). This conversation blends tactical models with authentic stories, demystifying digital marketing for agents aiming to be the default answer when clients search for “the best Realtor” in their market.

1. Origins: From Teachers to Real Estate Power Couple

[02:12–06:11]

• Background: Both Toni and David started as teachers (Toni—4th grade, David—middle school math).
  • “When Toni was getting her real estate license, I was literally teaching sixth grade math…so commissions, percentages, fractions—I was working on it with the sixth graders.” – David [02:52]
• Entry to Real Estate: They began by flipping homes, which sparked their interest, but leaving secure teaching jobs for real estate was daunting.
  • “It’s a little scary, you know, to give up a thing called a salary and health insurance…so we kind of flipped a coin.” – Toni [03:10]
• Early Career: Toni went full-time first, quickly found success through mentorship, shadowing, and partnerships.
• Major Transition: After building a successful business in North Carolina, they relocated to Sarasota, FL, with no local database except Toni’s parents.
  • “Our database was two people: my mom and my dad, who were our second clients because we forced them to buy a house with us.” – Toni [06:03]
• The MREA Playbook: Discovering the Millionaire Real Estate Agent (MREA) book was a turning point.
  • “It just gives you a step-by-step playbook…of how to actually build a business and not have your first year in real estate over and over again.” – Toni [06:23]

2. Division of Strengths: Finding Their “Lanes”

[06:52–09:40]

• The Zarghamis discovered their natural fit: Toni thrives as a listing agent; David excels with buyers.
  • "We specialized because, you know, three months later, one of us would be on the phone and hear the other one and go like, wow…because she went all in on just focusing on her piece of the craft." – David [07:01]
• They frame roles in terms of “flying different aircraft” (listing vs. buyer’s agent): totally distinct skills, both vital.
  • “If you can fly this airplane…that’s like putting you in a helicopter…the switches and everything are different.” – David [08:43]
  • “I think I’m a sole listing agent. I think with much less stress. Listings are hard, man.” – Toni [08:38]

3. Google Reviews: Why They Matter and How They Unlock Growth

[11:31–18:28]

Why Reviews Are a Game-Changer

• Massive Differentiation: Toni's team has nearly 950 five-star Google reviews—far above local competitors.
  • “Most people, when they are looking for a real estate professional, are going to hop on the Google machine…and when you can pop up first and show 924 reviews, we get a ton of new relationships.” – Toni [11:31]
• Credibility Builder: Mentioning the reviews in conversations adds instant trust.
  • “If they haven’t noticed our reviews, we always kind of drop it in…People do it for restaurants and nurses…Why wouldn’t you do it when you’re buying a house?” – Toni [11:31]
• Real Impact: Both high-end and normal buyers use reviews.
  • “We’ve had some very nice multimillion dollar relationships come to us via reviews.” – David [14:26]

Debunking Review Myths

• Myth: Luxury clients don’t check reviews
  Reality: They do; the data proves it.
• Myth: “It’ll take forever to catch up.”
  • “We started our Google review four or five years ago…you’ve got to start somewhere.” – Toni [15:13]
• Myth: Fear of negative reviews.
  • "I love a bad review…so much more the way we respond to that review. Like, 'Oh my goodness, I’m so sorry that you had that experience, our owner is going to call you today and see.'" – Toni [16:08]
• Myth: Reviews only attract strangers, not referrals.
  • “People want to brag on you…Your sphere wants to help you out more than anybody. So start there.” – Toni [17:50]

4. How-To: Step-by-Step Model for Google Reviews and Google Local Services (GLS)

[18:28–31:53]

Step 1: Build Your Google Business Profile

[18:39–21:00]

• Ensure:
  • Professional business address (not your home)
  • Professional photos
  • Correct phone number and office hours
  • Linked website
    • “If you don’t have a physical, we have an office…if you don’t, I would use your market center.” – David [19:17]
    • “If you don’t have a physical location that’s different than where you eat chicken, I think you have a problem.” – Jason [19:38]

Step 2: Register for Google Local Services (GLS)

[21:04–22:49]

• GLS gives a verified “thumbs up” badge.
• Involves license verification, mailing address, and Google checks.
  • “And then of course, Google, there’s a payment mechanism where Google monetizes this…as a GLS member, you are going to pay.” – David [21:44]

Step 3: Collect Reviews Consistently

[23:34–24:47]

• Focus on steady, weekly growth (not huge bursts).
  • “If you blast out to a thousand people like, oh my gosh, please write me a review, Google’s gonna recognize that…and they don’t like that either.” – Toni [24:02]
• Aim for organic accumulation: 2–5 reviews/week is ideal.

Step 4: Make It Easy & Personal for Clients

[25:10–27:33]

• Don’t ask for “a review”—ask clients to “share their experience.”
  • “We say, would you mind sharing your experience of working with Zarghami Group? We talk about these and we show them every week at our team meeting.” – Toni [25:10]
• Text a direct, shortened link (they use zgfeedback.com)—3-click process.
• Encourage written feedback, not just star ratings, and ask for specifics.

Step 5: Respond and Celebrate

[29:18–30:40]

• Respond to every review within 24 hours (positive or negative).
• Highlight reviews in team meetings, text them back to clients as gratitude, and build team culture.
  • “We shared it in team meeting. This is amazing…Our agents get all like, oh, it’s such a, like, culture builder to be sharing these.” – Toni [30:40]

5. Maximizing Google Local Services for Leads

[31:53–33:55]

• Phone leads from GLS are exponentially more valuable than generic internet leads.
  • “The conversion rate on these is insane…80 plus percent.” – David & Toni [33:18]
• Cost per GLS lead in Sarasota is ~$40–$60 per call—but worth every penny.
  • “We have our credit card with Google on wide open. Take as much as you want. Yes, there’s no budget.” – David [33:41]
• Calls are routed to available team members, not just one person, to ensure every call is answered.

6. Pricing Listings in a Shifting Market

[34:10–37:10]

• Listing strategy: Use honest data, candor, and empathy.
  • “So help me understand…how your property is $75,000 more in value-adding features than all of these that we just reviewed.” – Toni [34:27]
• Consistently update sellers on Tuesday calls with market changes and feedback.
• Always discuss “Plan B” from the first week on market.
  • “If the market is not strong enough to get you that number, what’s our plan B?” – Toni [35:39]
• “Every single home is either priced to sell theirs or price to help everybody else sell.” – Jason quoting Cody Gibson [36:48]

7. Building Business and a Marriage: The Zarghamis’ Partnership Model

[37:12–40:06]

• Emphasize alignment on family and mission over everything.
  • “It’s hard to be in business with your spouse. It’s also my favorite thing, and I wouldn’t have it any other way…We’re trying to set that example for our kids that we do hard things and we fail forward.” – David [37:56]
• Keys for success:
  • Define clear roles (“stay in your lanes”)
  • Separate business partner discussions from personal ones
    • “Your husband is coming down to get you. Not your CEO…We have learned to have business partner conversations that are very different than husband and wife conversations.” – Toni [39:22]

Notable Quotes & Memorable Moments

• “I love a bad review because I feel like that means that this is authentic…So much of it is how you respond.” – Toni [16:08]
• “Be on the market or be in the market.” – Toni [36:48]
• “Don’t read too much into what they choose to write or not, because they have different personality and communication styles. But we want to prompt them to be a gusher as much as we can.” – David [29:18]
• “If you don’t have a physical location that’s different than where you eat chicken, I think you have a problem.” – Jason [19:38]
• “We have our credit card with Google wide open. Take as much as you want.” – David [33:41]

Key Takeaways for Real Estate Entrepreneurs

• Google reviews are the new referral. Start now, be consistent, and make it systematic.
• GLS is a goldmine when combined with robust reviews. Conversion rates are exponentially higher.
• Respond to every review—positive or negative. Public responses show professionalism.
• Divide and conquer with your partner or team. Clear roles amplify both business success and personal harmony.
• Consistent, honest, and empathetic communication with clients is non-negotiable—especially with listings.

Recommended Action Steps (Podcast Model Recap)

[40:30]

1. Set up a professional Google business profile (not your home address).
2. Register with Google Local Services (GLS).
3. Start collecting reviews—consistently.
4. Reply to every review within 24 hours.
5. Celebrate reviews internally and with your clients.
6. Use your reviews as social proof for every new relationship.

“It’s an easy model. It has never been more important.” – Jason [40:30]

For Aspiring Agents

Jason closes by reminding listeners: The systems and habits you put in place today are the engines of a bigger business and a better life.

Missed the notes? Visit mrEAnotes.com for the full playbook and PDF model, or zgfeedback.com to see the Zarghamis’ review link in action.

End of Episode Summary