Maximizing Lead Generation: A Deep Dive into Call Centers with Peter Roth

As real estate professionals, we understand the importance of having a reliable system for generating leads. However, with numerous options available, it can be overwhelming to determine which method will work best for your business.

That’s why I was excited to have Peter Roth, founder of Scalify, on the REalizations Podcast. Peter’s expertise in creating high-performance, fully managed call centers for real estate agents brings a fresh perspective to lead generation. His insights are not only invaluable for agents looking to expand their client base but also for those seeking more efficient, scalable solutions for their business.

Today, I'll share key insights from my chat with Peter on how his lead generation strategy can streamline your processes and boost listings.

The Genesis of Scalify

Peter's journey into the world of call centers and lead generation didn’t begin in real estate. He has a diverse background, having worked in industries like HVAC and solar. Peter shared how he started these businesses from scratch, which meant he had to find creative ways to generate leads.

“I had to become a lead generation expert,” Peter said, recalling how he launched businesses with no existing pipeline. His real need for lead generation led him to the idea of using call centers—a tool he didn’t originally consider but soon realized was the key to success.

What is a Call Center, Really?

Many associate "call center" with impersonal overseas operators, but Peter explains that Scalify aims to create a more effective system by supporting agents through appointment setting rather than just making calls.

Peter emphasized the professionalism of his team, distinguishing it from a sweatshop model. He focuses on creating skilled appointment setters who effectively connect with leads and schedule in-home listing appointments, allowing agents to reach potential clients quickly without cold calling or dealing with unqualified leads.

Where Are These Call Center Agents Located?

One common concern when it comes to outsourcing call center work is the language barrier. Fortunately, Peter has the solution. His team is primarily based in Mexico and Latin America, and they are fully bilingual. This ensures that there’s no communication breakdown between the agents and the U.S.-based clients.

Peter also highlighted the skill set of these agents, stating that many of them speak perfect English with little to no accent. In fact, “One in five Americans is Latino,” he noted, which further proves that the language and cultural connection isn’t an issue.

The Predictive Dialer Technology

In the past, I’ve encountered frustrating experiences with predictive dialers, often hearing a delayed response as soon as the call connects. This is a common challenge in call center operations, so I asked Peter if technology had improved in this area.

To my surprise, he explained that the technology itself hasn’t changed much—what has improved is the training. According to Peter, the delays often happen because agents aren’t paying full attention when the calls connect. “It’s not a technology issue; it’s a training issue,” Peter explained. With proper training, these delays can be avoided, ensuring a smooth connection every time.

Getting the Right Data: Skip Tracing

One key aspect of a successful call center operation is data quality. Without accurate data, even the best-trained agents can struggle to book appointments. Peter discussed how Scalify goes above and beyond traditional data providers like PropStream or Batch Leads. They use wholesale accounts with the largest data aggregators and perform extensive skip tracing to validate and clean the data.

So, what exactly is skip tracing? Peter defined it as the process of verifying and ensuring the accuracy of key data points like phone numbers and addresses. By doing this, Scalify ensures that its agents are working with the cleanest, most reliable leads possible.

Do Not Call Lists and Compliance

Another concern for agents and businesses using call centers is ensuring they aren’t calling individuals who are on the Do Not Call (DNC) list. I asked Peter how Scalify ensures compliance, and he explained that it’s actually quite easy to filter these numbers out.

With modern technology, cleaning data against the Do Not Call lists has become much more streamlined. Peter confirmed that Scalify uses a robust system to ensure that their leads are fully compliant with federal regulations.

The ROI of Call Centers for Real Estate Agents

Peter discussed the cost and ROI of using a call center for lead generation. A small-scale setup with three to four agents costs about $8,000-$9,000. Each agent can secure two valid appointments weekly, leading to two listings at a 50% closing rate. With average U.S. listings valued at $12,000, the potential ROI could reach $24,000 weekly for four listings.

This isn’t just a theoretical scenario. Peter explained that some of his clients are already making $1 million per year from the services Scalify provides. This is the power of outsourcing your lead generation to experts who know how to convert cold calls into booked appointments.

The Power of Outsourcing for Real Estate Professionals

During the podcast, I emphasized how much time agents waste on tasks that don’t move the needle in their business. Peter echoed this sentiment, stating that agents should focus on what they do best—closing deals.

I’ve seen firsthand how outsourcing tasks like lead generation—or even utilizing a podcast concierge service for your marketing—allows agents to focus on high-priority activities, such as building relationships with clients and negotiating deals.

Peter offered a reminder: real estate professionals are entrepreneurs first and foremost. “It’s your business, your money, your entrepreneurialism that counts,” he said. His advice? Don’t hesitate to outsource tasks that can be done more effectively by someone else.

Unlocking Your Potential with the Right Systems

If there’s one takeaway from my conversation with Peter, it’s this: don’t be afraid to delegate. Whether it’s lead generation, marketing, or other time-consuming tasks, outsourcing can allow you to scale your business and focus on what truly matters—building relationships and closing deals.

I hope this blog post gives you a better understanding of how call centers work and how they can drastically improve your lead generation efforts. Remember, the key to success is always about finding the right system that works for you—and Scalify might just be the perfect solution.

Ready to take your lead generation to the next level? Connect with me and tune in to the latest episode of the REalizations Podcast to dive deeper into innovative strategies that can help your business grow. Let's explore more ways to streamline your process and maximize your results.