July 9, 2025Suneet sits down with Real Estate CEO growth expert Isacc Guzman to unpack exactly how he’s scaling his recruiting machine across multiple markets — using process instead of personality. With over 50,000 recruiting calls under his belt, Isacc reveals why most bad recruiters “feature dump” and how he flips their failed pitches into inbound leads using YouTube juice and Google domination. From the real math behind why one average agent is worth four of your best clients, to turning LinkedIn, webinars, job boards and cold calls into a recruiting flywheel, this conversation is a masterclass in building a team that grows on autopilot. If you’re ready to pull your pants up and make recruiting simple and scalable, you’ll want every minute of this episode.
Chapters:
- 00:00:00 – Kicking Off with Isacc Guzman
- 00:00:39 – Breaking Down His Team-Building Game Plan
- 00:02:18 – How YouTube Became His Secret Recruiting Weapon
- 00:07:29 – Mindset Shifts & Calls That Actually Convert
- 00:13:55 – Tech, LinkedIn & Multi-Channel Moves That Work
- 00:21:26 – Big Wins Ahead: What’s Next for Isacc’s Team
- 00:23:35 – Where to Connect & Keep Learning
Links and Resources:
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Episode breakdown: a recruiting system built on process, not personality
Isacc Guzman has recruited agents in San Diego long enough that, as he puts it, local agents know what he’s calling about when his number pops up. Now he’s rebuilding his team with a plan to be in several Southern California markets within 12 months. In places like Riverside or Orange County he doesn’t have that name recognition, so he’s working out how to get similar results with a process instead of his personality. He walks Suneet Agarwal through what’s working.
Answer the questions other recruiters leave behind
Isacc’s view is that most people do a bad job recruiting, and the reason isn’t their model.
It’s not actually because their model is bad. It’s because they’re bad at it.
Isacc Guzman
Weak recruiters feature dump. The agent on the other end remembers two or three of those features and goes looking for answers. That research leads them to Isacc’s videos, which answer the questions the first caller raised. Suneet lists what agents and team leaders usually look for: training, support, marketing, branding, leads, tech, office space and getting paid fast. A recruiter who makes a video on each has a set of pillar content. Isacc frames each one around what keeps an agent up at night and what gets them excited to start the day.
He’s now making team recruiting content and posting it on the same channel. He links those videos in his recruiting email flow. Keeping team and brokerage content side by side also helps retention, he says. An agent who leaves the team or never joins it can still see why they should stay at the brokerage.
Make the call with conviction, even without enthusiasm
Isacc estimates he has made somewhere around 50,000 recruiting calls. The first mindset he describes is accepting that enthusiasm fades fast. He says former athletes tend to handle this well, because they’re used to showing up to practice on bad days.
The second is conviction. On a first call, his job is to learn what the agent likes and dislikes about their current brokerage or team, then show them the risks they haven’t considered. He admits no team or brokerage is perfect, including his. His point is that almost nobody is making that call.
The third piece is patience. An agent who loves their broker today won’t necessarily feel that way forever. So he doesn’t try to hire them on the first call.
Pick up and let ’em know you’re hiring. Don’t try to hire ’em. Just let ’em know you’re hiring and then wait.
Isacc Guzman
Do the math on one average agent
Isacc asks team leaders to compare an agent to their best client. That client may have bought three houses, sold two and sent both children to buy homes, all over eight and a half to 12 years of drip emails and nurture. A middle-of-the-road agent selling eight to 10 units a year tends to stay three to four years. By his math, that agent’s lifetime value is at least four times the best client’s, and he says leaders who will call any lead for a listing should be just as willing to call for agents.
You will make more money and have a better life if you just focus on agents.
Isacc Guzman
Run several channels and judge the whole system
Beyond the phone, Isacc runs automated LinkedIn messaging. He says he can’t prove that channel works on its own, but it creates awareness and the whole system works. He’s revamping webinars fed by lead magnets, including a weekly webinar built around his team’s agent levels program, with traffic from email lists and Meta ads. He’s also running job board ads. When he has something valuable to offer, he asks productive agents he knows who they know. One example was asking whether they knew anyone who’d like to meet with four to 10 sellers a week.
Turn listings into lead generation for buyer’s agents
What excites him most is an army of listings. He believes open houses on good, well-priced, well-marketed listings, run on the first two weekends or after a price reduction, are the best lead generation an agent on his team can do. Every listing comes with a marketing kit of flyers and door hangers. He orders it branded to a buyer’s agent and tells them that’s their job for the week. The agent gets clear direction and results, and the listing sells faster.
Key takeaways for team leaders
- Build recruiting as a repeatable process that works in markets where nobody knows your name.
- Create content that answers the questions weak recruiters leave agents with.
- On first calls, learn what the agent dislikes about their current setup and simply let them know you’re hiring.
- Weigh one average agent against your best client before deciding where your call time goes.
- Judge recruiting channels as one system, not one at a time.
- Use listings and open houses to give newer agents a clear weekly job.
