From Selling Suits to Selling Homes: How Anthony Lauria Built a Thriving Real Estate Business in Just Six Years

Real estate is an arena of dynamic change, and for agents eager to grow their business, achieving long-term success often hinges on a few fundamental strategies. Recently, we had an enlightening conversation with Anthony Lauria, a real estate agent who went from selling suits to managing a thriving business in the Temecula Valley in just six and a half years. From leveraging leads and building a referral network to the art of accountability and persistence, Anthony shared some invaluable insights for agents looking to elevate their careers.

Here’s a deep dive into Anthony’s approach—practical tips and real talk on what it takes to thrive in the real estate industry.

1. Embrace Accountability: Do the Hard Work First

Many agents have the misconception that success is about landing warm leads and reaping easy wins, but Anthony’s journey tells a different story. Starting his career on a highly accountable team, he was required to make calls consistently. And not just a few calls here and there—100 calls a day, combing through old leads to turn potential interest into active clients.

“There was radical accountability,” Anthony shared. “Make calls, or you don’t get the opportunities.”

This taught him discipline and the importance of regular lead generation. For agents new to the field, working in an environment that demands accountability can be game-changing. It’s hard work upfront, but that consistency builds confidence and resilience. Once you’re solo, this habit will serve you as the backbone of a sustainable career. So, don’t shy away from dialing and engaging leads who may need several touches before they respond. Those who stay consistent build the best pipelines.

2. Create and Refine Your Systems

A well-organized system is the key to managing a growing list of leads and clients. Anthony spoke of the time and energy he invested in setting up workflows in his CRM to ensure he was reaching out to potential clients at the right time, with the right follow-up. With thousands of contacts in a database, a disorganized approach could mean lost opportunities, but Anthony spent countless hours working with his account manager to refine his CRM process.

“If there are 1,000 leads, I need to know which ones I should focus on,” he emphasized.

For agents, that means utilizing your CRM to its full potential. Many agents have powerful tools but don’t leverage them—so take the time to set up reminders, automate follow-ups, and categorize leads by priority. When managed well, your CRM can become your best asset, allowing you to focus on warm leads and high-impact activities.

3. Don’t Fear Rejection; Value the Grind

Real estate agents often shy away from contacting "cold" leads, fearing rejection. But Anthony’s strategy embraces rejection as part of the journey. While working through countless online leads, he reminded himself that he was just a voice on the phone to them—they didn’t know him personally and couldn’t truly reject him.

“If they don’t know me, they can’t reject me. You have to look at it as dialing until you hit the appointments you need,” he says.

This mindset—treating each dial as one step closer to your goal—is a valuable one for agents, especially those new to the industry. Every lead is an opportunity, and working through the “mud” to find “gold” is all part of the process. Focus on the potential outcome and remember that persistence outlasts resistance.

4. Invest in Marketing That Works for You

Like many agents, Anthony experimented with various lead generation strategies, from Zillow to pay-per-click (PPC) advertising, before finding the most cost-effective avenues for his business. His advice? Track your returns closely. Anthony shared how he once spent around $2,500 monthly on PPC ads, getting leads that were slower to convert but ultimately valuable over the long term. While he eventually shifted his strategy, that initial experience helped him learn where to invest for optimal returns.

“Look at your spending and invest where you’re seeing success,” he advised. “Every lead source is different, but being intentional with your spend will save you time and money.”

As a real estate agent, your marketing budget is valuable. Don’t be afraid to test new strategies, but always keep an eye on what’s yielding results. And remember, a consistent and measured approach—be it online ads, networking events, or referral incentives—will build your brand without overspending.

5. Build Relationships that Last

One of the standout aspects of Anthony’s success is his focus on client relationships. Early in his career, he had to put his earnings second to serve his clients’ needs fully, and he’s seen those efforts pay off. He shared a story of a transaction that went sideways, where he had to reduce his commission to make things right. Although it was a financial hit at the time, the client later referred a $750,000 buyer to him, proving the value of integrity and reputation.

“It’s not just about the money; it’s about being part of their story,” he says. “Treat people well, and the referrals will come naturally.”

For agents, building relationships that outlast the transaction is crucial. When you prioritize people over profit, clients will refer you to others, recognizing your commitment. Anthony’s approach highlights the power of empathy and integrity, qualities that build a strong reputation and a loyal client base.

6. Set a Consistent Work Ethic, and Don’t Quit

In an industry as competitive as real estate, Anthony’s experience shows that success is tied to consistency and commitment. He shared how he often works six to seven days a week, knowing that his hard work will reflect in his results. Especially during slower seasons, his consistent presence in the office allows him to build momentum that his clients appreciate.

“Real estate is demanding, and you have to be ‘on’ every day,” Anthony advises. “When you put in the hours and keep pushing, the payoff is real.”

For those in real estate looking to grow, it’s essential to treat your business with the same commitment you would in any high-performance career. Show up, stay focused, and remember that even when it feels like an uphill climb, consistency over time leads to sustainable growth.

The Takeaway

Growing a real estate business is about more than just closing deals; it’s about building a career rooted in discipline, systems, resilience, and genuine relationships. By embracing these strategies and insights from agents like Anthony Lauria, real estate professionals can set themselves apart, creating success that withstands market fluctuations and supports long-term growth.

So, keep dialing, keep learning, and keep investing in relationships. With persistence and the right tools, any real estate agent can build a thriving business that’s both profitable and purpose-driven.