I started where most agents start, knocking on doors and sitting at open houses, trying to figure out what actually worked. Over 25 years I sold more than 5,000 homes, which taught me that consistent results come from systems, not motivation, and that the agents who lasted in this business were the ones who built repeatable processes instead of relying on talent or hustle.
That experience led me to open my own brokerage in Australia, which I built into the number one office in the country before selling it. From there, I took the role of International CEO at Harcourts, then the world's fifth-largest real estate franchise. Over the next several years I opened more than 600 offices across ten countries, including launching the brand into the United States in 2010, where I built it to 50 offices and 3,000 agents in three years before selling my interest in 2014.
What I learned across those three chapters became the foundation of the OPTICS methodology. It wasn't built in a classroom. It was built deal by deal, office by office, country by country. The same framework that helped me sell thousands of homes is the framework that scaled franchise networks across continents, and it's the framework I now use with my coaching clients.
Today I work with real estate agents, team leaders, and brokerage owners who are tired of motivation and ready for systems. Over 1,000 clients personally coached. More than 100,000 sales professionals trained through keynotes and group programs. The full story, including the parts that didn't go according to plan, lives in my book Sales OPTICS. The site you're on right now is the short version.
About me
Twenty-five years in.
One method built along the way.1
600
600
Years experience
A quarter - centry in the feild, not just in the classroom.
600+
600+
Homes Sold
Sold personally, in every market and every condition
600
600
Offices opened
Accross ten countires as international CEO of Harcourts
600+
600+
Clients Coached
Agents, team leaders, and brokerage owners, one-on-one.
The OPTICS Methodology
Six pillars I built deal by deal, office by office, over nearly three decades in the industry. Together they form the operating system underneath every coaching engagement, every keynote, and every brokerage I've helped build.
O — Ownership
It starts with the person in the mirror. Description: Nothing changes until you own the result. Your numbers, your habits, your decisions, no excuses, no blame.
P — Process
Talent without process is just luck on a deadline. Description: Top performers run systems, not adrenaline. Build it once, then run it through every market the business throws at you.
T — Tracking
What you don't measure controls you.
Description: Know your conversion rates, your pipeline, your real output. Decisions based on facts beat decisions based on feelings every time.
I — Improvement
Get a little better at the things that matter most. Description: Pick the one or two levers that actually move the needle and sharpen them weekly. Small gains, compounded, win.
C — Choice
You always had the option. Now you know it. Description: Every result is the sum of choices you made or avoided. See your business as choices, not circumstances, and you take back the wheel.
S — Standards
What you tolerate is what you become. Description: Standards are the floor you refuse to drop below, especially on the days you don't feel like it. Hold the line and it compounds.
Not Another Motivational Speaker
Motivation wears off by Monday. Systems don't. I've spoken to over 100,000 sales professionals at conferences, brokerage events, and franchise gatherings across North America, and every keynote is built around the same thing my coaching is: what actually works in the field, drawn from 28 years of selling, building, and scaling. No recycled decks. No generic hype. Just real stories, real systems, and a room full of people who leave knowing exactly what to do next.
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FAQs
Who do you actually work with?
Real estate agents, team leaders, and brokerage owners across North America. I don’t coach beginners or career-changers. My clients are people who are already producing at a real level and want to build something that lasts.
How is your coaching different from other real estate coaches?
Most real estate coaches have never built a brokerage, opened an office, or sold homes at the volume I have. I’ve done all three at the highest level. The OPTICS methodology was built deal by deal across 25 years of actual operating, not in a classroom or borrowed from someone else’s playbook.
What’s the OPTICS Build, and is it a fit for me?
The OPTICS Build is a three-month, hands-on rebuild of your brokerage with me directly involved every week. It’s for brokerage owners ready to invest in real structural change, not advice. The right fit is usually someone scaling significantly, transitioning out of a franchise, or rebuilding after acquisition. The wrong fit is anyone looking for a cheap fix or a template. We figure out if it’s right on a discovery call.
Do you offer ongoing support after a coaching engagement?
Yes. The Sellwell Coaching Club is an ongoing community option for graduates of any program, and continued one-on-one engagements are always available for clients who want to keep working together.
How long does a typical coaching engagement last?
It depends on the work. One-on-one coaching engagements are typically structured in three-month or six-month commitments with options to renew. The OPTICS Build is a fixed three-month engagement. Keynotes are one-off. Group coaching runs in cohort structures.
Where are you based, and do you work remotely?
I’m based in Irvine, California. Most coaching is done remotely via video. For The OPTICS Build, I’ll typically spend time on-site with the brokerage as part of the engagement.
How do I know if we’re the right fit?
Book a discovery call. It’s not a sales pitch. It’s a real conversation about your business and what you’re trying to build. If we’re a fit, we’ll talk about what working together looks like. If we’re not, I’ll tell you that too.
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