13→21
Average closed transactions per month.
TEAMS & BROKERAGES BUILT ON ONLINE LEADS
New heights.Built together.
A clearer perspective. A stronger team.
A business ready for what’s next.
ERIC MATTHEWS / TRU COACHING
SCROLL FOR AGrowth strategy. Recruiting. Fractional leadership.
FRESH PERSPECTIVE↓
01 / A CLEARER PERSPECTIVEGROWTH STARTS WITH UNDERSTANDING.
Know who needs you.Know how to help.
The potential is already there.
Let’s give it a direction.
You’ve invested in the opportunities. The leads are coming in. I work alongside you on what happens next: who gets them, how the conversation goes, and what actually gets followed through.
Close to your people.
Close to your numbers.
Close to the work.
The ascent.
02 / WHAT I BRINGMORE THAN COACHING. THE WHOLE BUSINESS.
8years working
for Zillow
for Zillow
Built on online leads.
Every major platform.
I help teams and brokerages build and scale around online lead platforms, from Zillow Preferred and Realtor.com to Redfin and Kelley Blue Book Homes. That goes well beyond coaching: who to recruit, how to hire, how to structure splits so a new lead source makes you money, and how to build a brokerage that lasts.
LEAD SOURCES I RUN
- Zillow Preferred · Buyer
- Zillow Preferred · Seller
- Realtor.com
- Realtor.com MVIP
- Redfin
- Compass
- Kelley Blue Book Homes
Launching lead sources
I’ve launched teams into Zillow Preferred and run programs across the major platforms.
Lead-source economics
Splits structured so every lead source you buy turns a profit.
Recruiting and hiring
Who to recruit, how to hire, and how to bring them on.
Scaling the team
More agents and more lead sources, with every agent profitable.
Building the brokerage
The structure, standards and decisions behind a brokerage that grows.
Onboarding and certification
Agents trained, certified and ready for the platform.
CRMs and follow-up
Years running multiple CRMs, with close attention to detail and follow-up.
AI inside the team
AI deployed to improve real estate workflows. Hands-on with the major AI models, including private ones run on your own hardware.
And the rest.
Operations, coaching, business structure, creative fixes. Whatever is holding the business back, bring it to the conversation.
ACROSS THE COUNTRY
Clients coast to coast.
Clients coast to coast.
State by state.
Counting my years at Zillow, I’ve worked with teams in roughly three quarters of the states. These are some of them.
- Alabama
- California
- Florida
- Georgia
- Idaho
- Indiana
- Louisiana
- Michigan
- Montana
- New Jersey
- North Dakota
- Oregon
- Pennsylvania
- South Dakota
- Tennessee
- Texas
- Utah
- Washington
- Wyoming
03 / REAL PROGRESSTHE WORK HAS TO SHOW UP IN THE BUSINESS.
The difference,
in the numbers.
From client engagements.
Measured in more than activity.
8→20
Agents at the top-performer threshold.
Build the people.
The business follows.
A NEW ZILLOW PREFERRED TEAMMomentum,
Momentum,
month by month.
Monthly contracts signed · 2026
400agents in the brokerage
700+Zillow Preferred connections
2×Zillow Preferred production
I rebuilt their onboarding, certified agents and got them platform-ready. Then I scaled the team and doubled its production in Zillow Preferred.
3 → 11+agents on the team
Multiplelead sources, all invested
100%of agents high performers
Three agents when I started. Now more than eleven, invested in multiple lead sources and turning a profit, with every agent on the team a high performer.
Client identities withheld. Brokerage results: February 1–September 1, 2026. Top performer: predicted conversion rate of at least 4.5% over the trailing six months. Results vary by team and engagement.
04 / YOUR PARTNERYOU DON’T HAVE TO MAKE THE CLIMB ALONE.
ERIC MATTHEWSOAK HARBOR, WASHINGTON
In your corner.
At every level.
Hi, I’m Eric.
I spent eight years working for Zillow, and I’ve worked with teams in markets across most of the country, building the business alongside the people who run it.
My focus is building and scaling businesses around online lead platforms: who to recruit, how to hire, how splits should work so a lead source pays for itself, and the systems that need to hold without you in the room.
When you need more than coaching, I take the fractional sales and operations seat beside you. I stay close to the numbers and the calls with you until the change shows up.
Eric Matthews↗
05 / WHERE I GO TO WORKYOU STAY IN THE SEAT.
A stronger
foundation.
A higher ceiling.
“You’re the foundation.
I help you build it.”
You stay in the day-to-day. I work alongside you: strategy calls, planning sessions, support in your leadership meetings, and access between calls. I show you how, sometimes model it once, and then it’s yours to run or hire for.
Know where it hurts.
Your lead-source numbers, reviewed with you on a regular rhythm. Every decision starts from what is actually happening in the business, not from a feeling.
Splits that build real businesses.
Platform leads are how an agent gets started, not the whole business. I help you structure splits so platform leads carry a higher company share and an agent’s own sphere pays them more. Agents are pulled, naturally, toward building a business that doesn’t depend on lead flow, and off the referral-fee hamster wheel.
“Leads are the cherry, not the cake.”
Standards and accountability.
SOPs and standards everyone knows, and a system where agents answer to their numbers. Clear expectations, applied the same way to everyone.
“It’s not personal. It’s just business.”
Reporting that shows the blockers.
Automated reporting that shows, agent by agent, where opportunity stalls, so you can act on it early.
- Speed to first contact
- Follow-up that stops
- Conversations that don’t convert
The hard conversations.
The friend who joined and hasn’t produced. The agent whose fees you count on. I show you what those situations cost the business in real numbers, so you can lead the conversation with clarity instead of guilt. You can keep a close team culture and still hold the line.
“A healthy family has boundaries.”
YOUR NEXT CHAPTER STARTS WITH A CONVERSATION.What’s next
What’s next
for your business?
Bring the part that’s hardest to get your arms around.
Let’s find a way forward, together.