SC098: Denny Grimes. Radical Pricing Philosophy That Maximizes The Sales Price Of Your Listings. Magic Birthday Card That Gets Referrals. Surviving Radical Market Shifts. Selling 70 Homes As A Solo Agent Before Building A Team.


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Denny Grimes is with Denny Grimes & Company in Ft Myer, Florida. Last year he closed 120 transactions with a total sales volume of 30 million. His average sales price was 245 thousand of which 50% were buyers and 50% were sellers. He has a 4 member team: 1 buyer agent, 1 listing agent, 1 client care manager, and 1 team leader.

Denny Grimes is the team leader of Denny Grimes & Company. He’s been an agent for 32 years and sold over 500 million dollars worth of homes in his career.

In this call, Denny talks about:

  • His roller-coaster ride career
  • Just missing the million dollar club his first year
  • Selling 70 homes per year by himself…before he hired his first buyer agent
  • Building a 26 member team that sold 450 homes worth 150 million and netted over 1 million in profit
  • Shrinking to 2 people after the median price fell 75% during the Great Recession
  • Rebuilding his new team and the lessons learned
  • Characteristics of ideal team members
  • How he generates 85% of his business by repeat & referral
  • His marketing plan for past clients & sphere of influence
  • The magic birthday card that gets referrals and updates your database
  • Script to ask for referrals
  • Branding yourself as the expert
  • The radical pricing philosophy that maximizes the sales price of your listings
  • Team dynamics, profit margins and more

2014 Stats:

  • 120 closings
  • 30 million sales volume
  • 4 member team:
    • 1 buyer agent
    • 1 listing agent
    • 1 client care manager
    • 1 team leader


  • repeat & referrals
  • past clients
  • sphere of influence

(originally published on 01/21/15)