David Morrell Of The Greater PROPERTY Group On Five Things You Need To Know To Succeed In The Real Estate Industry

An Interview With Jason Hartman

Jason Hartman
Authority Magazine


To be successful in real estate, there are five key factors we’ve discovered: Firstly, an overflow of business and leads. Secondly, unique selling propositions (USPs) for differentiation. Third, marketing and branding. Fourth, training, coaching, and mentorship. Fifth, the culture and chemistry of your environment. The Greater Property Group focuses on these five aspects to help agents grow and scale their businesses in a changing industry.

As a part of my series about the ‘Five Things You Need To Know To Succeed In The Real Estate Industry’, I had the pleasure of interviewing David Morrell.

David Morrell is the Founding Partner of the Greater PROPERTY Group, an international Real Estate Firm. He is also the creator and host of the RUN GPG Podcast. David has been in the real estate Industry for more than two decades and over that time he has created, trained, and coached some of the highest producing teams, agents, and brokers in the business. Additionally, as creator and host of the ‘RUN GPG Podcast’ David interviews celebrities, influencers, best-selling authors, successful entrepreneurs, business-builders, and creatives from week to week.

Thank you so much for doing this with us! Can you tell us the “backstory” about what brought you to the Real Estate industry?

Without a doubt I would have to say that real estate, entrepreneurship and sales are in my DNA! However, I have to give credit to my father who sat me down one day to explain that with the ‘natural sales ability’ and ‘entrepreneurial spirit’ he could see in me, that I should get my real estate license where I could possibly make more money than a doctor or lawyer with a fraction of the schooling. He was right. With commission sales you are 100% in control of your income with no ceiling. You can directly impact your income and quality of life directly based on the success and effort you put in. This appealed to me right away and I haven’t looked back. I have now experienced every ‘iteration’ of the real estate industry, from top-producing agent, to team leader, to running multiple teams with my partner, to brokerage owner over the past 24 years.

Can you share with our readers the most interesting or amusing story that occurred to you in your career so far? Can you share the lesson or takeaway you took out of that story?

It is easy to make the mistake early on of assuming that all real estate agents and entrepreneurs are successful! Being young and naïve about the industry, I didn’t realize how much hard work it took and the hurdles I would face to separate myself from the pack and disrupt an industry, let alone have success in my own business. I was un-preprepared but grateful for my inexperience looking back. Mistakes and failures are steppingstones and can have a tremendous cascading effect. You actually learn more from mistakes and failures than you do from wins. It’s important to learn how to take a loss and learn from mistakes. I realize over the course of my life the difference between being defeated and taking a loss. Taking a loss is okay but you never want to be defeated. Being defeated is giving up. If you truly want to make an impact in your industry you can never give up!

Do you have a favorite “life lesson quote”? Can you share a story or example of how that was relevant to you in your life?

I love this question because I always come back to the words of best-selling author, Tim Grover in his book “Relentless”. This is one of the most powerful books I’ve ever read, and it changed my life. There are five words from this book I have repeated when it comes to my real estate career and any entrepreneurial decision I’ve ever made, they are “Decide, Commit, Act, Succeed, Repeat.” I have lived by those five words for many years. Additionally, I’ve even embroidered “The Cleaner” inside the jacket of one of my custom-made suits. If you’ve read the book, you’d know what that means.

Are you working on any exciting new projects now? How do you think that will help people?

Three things come to mind. Firstly, The Greater PROPERTY Group is growing. We just opened another office, where we are passionate about continuing to bring a new perspective to the industry in a new marketplace, while continuing to help agents, associates, and brokers to grow and scale their business in a changing industry. Additionally, the GPG is fast becoming synonymous in the world of web 3, blockchain, cryptocurrency and its use and application to the real estate industry. The Greater PROPERTY Group is one of the first brokerages in North America to facilitate the use of cryptocurrencies in residential real estate transactions. Additionally, myself, my partner and the GPG continues to educate and speak on the subject and how the use of the new technology will disrupt the industry. The GPG has become a ‘go-to’ source for interviews, soundbites, guest speaking, webinars and continuing education on these subjects and its relevancy. Secondly, the RUN GPG Podcast that I host, has had an incredible last year of some truly inspiring and successful guests. I am beyond excited for our upcoming episodes with notable, newsworthy guests, it will be another year of incredible content and value for our listeners and subscribers. Lastly, I’m beyond excited to mint our real estate themed NFT project entitled “Wolf of Real Estate.” W.O.R.E. NFT will be a truly one-of-a-kind collectible.

What do you think makes your company stand out? Can you share a story?

As mentioned, I’ve been in the real estate industry for 20+ years! Our company, the Greater PROPERTY Group is on a mission to rewire the way people look at an archaic industry, particularly when it comes to branding and marketing! The Greater PROPERTY Group is an international real estate brand, known for our unique selling propositions, exceptional service, and well-edited marketing and branding. Dissatisfied and discontented with the status quo, the GPG separates itself as natural industry disruptors through our focus on leading edge technology and innovative consumer programs for both buyers and sellers. We are passionate about creating incredible value propositions and irresistible offers for our clients but more importantly the agents we service. Additionally, as mentioned in the previous question, I host a podcast presented by GPG (company sponsored) that interviews everyone from real estate celebrities to hip-hop legends to creatives and some of the most successful entrepreneurs on the planet. This has been a unique and incredibly effective form of branding not typically seen in this industry. I am in a fortunate position and I am truly blessed and privileged to be able to sit down with some of the most successful and influential entrepreneurs, business builders, influencers, thought leaders, and creatives in the world from week to week on my own show. As I’ve said many times, every episode is a blueprint of ‘success mapping’ that tells the story of our guest and strives to provide actual boots on the ground tactics, strategies, and stories that you can implement into your business, life, career, and relationships. I can say that I have had many mentors and advisors over the years of hosting this show that has had a deep and profound impact on my thinking. For example, I’ve had the privilege of sitting down week to week with people like Robert Kiyosaki, Patrick Bet-David, Andy Frisella, Chris Voss, Elena Cardone, Emily Frisella, Jay Abraham, Xzibit, Pharoahe Monch, Grant Cardone, Tai Lopez, Goldie and many, many, more.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

My father was a big influence in my life and my greatest mentor. I watched him live a life of ‘high risk, high reward’ and although that approach to life and business might not be for the faint of heart, I realized that the lesson I learned from this was that you have to lean into uncomfortable situations to produce scalable growth, but more importantly execution trumps all. Being fearless is key for a successful entrepreneur. This drives my philosophy of doing everything I can to disrupt the status quo in my industry.

Ok. Thank you for all that. Let’s now jump to the main core of our interview. Can you share 3 things that most excite you about the Real Estate industry? If you can please share a story or example.

In the past few years, the real estate industry has undergone significant changes due to technology, data, and shifts in consumer behavior. Traditionally, real estate relied heavily on relationship-building for lead generation, but the rise of online lead generation sites transformed how people search for information and properties. Agents started using direct response marketing techniques, leveraging platforms like Facebook and Google to generate leads in real time. However, as more lead generation sites emerged, the competition increased, resulting in longer gestation periods for leads and a shift in consumer behavior towards seeking information rather than immediate transactions.

Data has become a game-changer in the real estate industry. Previously, consumers had to rely on agents to access market data, property values, and neighborhood statistics. However, with the advent of data-sharing, consumers now have access to the same information as agents. This has challenged the value proposition of agents, as consumers come prepared with knowledge about their property’s worth and market trends. Agents need to differentiate themselves and provide additional value beyond data.

The culture of how people shop for real estate and choose agents has also experienced significant changes. The majority of consumers now begin their search online, exploring listings and gathering information before contacting an agent. This shift in consumer behavior has altered the way agents interact with leads, as many individuals are primarily seeking information rather than immediate transactional support. Understanding these changes in shopping behavior is crucial for agents to adapt their strategies and meet the evolving needs of consumers.

Overall, the real estate industry has been shaped by technology, data accessibility, and evolving consumer behavior. Agents must leverage technology to generate leads, adapt their value proposition beyond data, and understand the changing shopping habits of consumers to stay competitive in the modern real estate landscape.

Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest? Please share stories or examples if possible.

The three things that concern me the most about the industry are the same three things that excite me in the previous question. The reason they concern me is because most real estate agents and sales professionals do not know how to adapt or even take advantage of those changes for growth and success in their real estate business in the coming years. They also excite me because if taken advantage of correctly, you can separate yourself from your competition and articulate value in a way you never have before. For example, the use of ‘unique selling propositions’ in a way that speaks to your clients and customers to generate inbound inquiries and clicks can have a significant impact on your bottom line in the coming years.

What advice would you give to other real estate leaders to help their teams to thrive and to create a really fantastic work culture?

As you’ll read next, one of the most important factors in success is environment. The GPG is very protective of our culture, chemistry, and community. We strongly believe that your environment — who you work with along with your leadership team — can have one of the most significant impacts on your success. Part of the GPG’s mission statement includes the following: From strong leadership and marketing support to education and training and new opportunities, the GPG is committed to providing the best professional experience and growth for our agents. We seek continuing education in all aspects of our business to increase the level of service we offer to our clients. Driven by a desire to provide the highest quality, most innovative, and highly exceptional real estate service, we make sure that we are creating and nurturing a fun, exciting, creative, and productive work environment and family culture while tirelessly pursuing personal and team growth to reach our goals as a brokerage.

Ok, here is the main question of our interview. You are a “Real Estate Insider”. If you had to advise someone about 5 non-intuitive things one should know to succeed in the Real Estate industry, what would you say? Can you please give a story or an example for each?

At the Greater Property Group this is a topic we are very passionate about. I can speak to the very specific five things we focus on to help our agents grow and scale their real estate business. To be successful in real estate, there are five key factors we’ve discovered: Firstly, an overflow of business and leads. Secondly, unique selling propositions (USPs) for differentiation. Third, marketing and branding. Fourth, training, coaching, and mentorship. Fifth, the culture and chemistry of your environment. The Greater Property Group focuses on these five aspects to help agents grow and scale their businesses in a changing industry.

Firstly, the group provides an unlimited source of leads, ensuring agents have a consistent flow of business. We have a massive database of leads that agents can tap into when they can’t rely solely on their network or sphere of influence.

Secondly, unique selling propositions (USPs) are emphasized to set agents apart from the competition. By offering compelling offers and calls to action, agents can attract clients and generate real estate transactions. USPs are crucial in answering the question of “what’s in it for me” from the client’s perspective.

Next, the Greater Property Group also places a strong emphasis on branding and marketing. Our contemporary and modern marketing materials can be customized by agents to establish their own brand identity. We provide buyer and pre-listing packages, for example, that are comprehensive and impressive, helping agents make a strong impression on clients.

Fourth, the GPG prioritizes training, coaching, and mentorship programs. We offer regular mastermind meetings with world-class trainers and coaches, providing actionable content to improve agent’s conversion rates and overall success. We have also launched a mentorship program to support both new and veteran agents.

Lastly, the GPG is very protective of our culture, chemistry, and community. We strongly believe that your environment — who you work with along with your leadership team — can have one of the most significant impacts on your success.

Because of your position, you are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. :-)

Like many others, mental health issues have affected my family and me personally. Since it’s not usually seen by the eye, it is easy to brush off. I would inspire a movement towards mental health awareness and support. Mental health is just as important as physical health, yet it is often overlooked or stigmatized. By raising awareness about mental health issues and providing accessible and affordable support for those who need it, we can help reduce the suffering and improve the overall well-being of individuals and society. This includes providing education and resources for individuals, families, and communities to recognize the signs of mental health problems and how to seek help and investing in research to better understand and treat mental health conditions.

How can our readers further follow your work online?

Firstly, our company website https://greaterpropertygroup.com/. Secondly, you can subscribe to my show on all the major platforms or go to the main podcast page at rungpg.com. And of course, my socials:

Instagram: @thegreaterdavid

Linkedin: www.linkedin.com/in/davidmorrellgpg

Facebook: https://www.facebook.com/dcmorrell

Twitter: @fearofdavid

Thank you for your time, and your excellent insights! We wish you continued success.

About The Interviewer: Jason Hartman is the Founder and CEO of Empowered Investor. Jason has been involved in several thousand real estate transactions and has owned income properties in 11 states and 17 cities. Empowered Investor helps people achieve The American Dream of financial freedom by purchasing income property in prudent markets nationwide. Jason’s Complete Solution for Real Estate Investors™ is a comprehensive system providing real estate investors with education, research, resources and technology to deal with all areas of their income property investment needs. Through Jason’s podcasts, educational events, referrals, mentoring and software to track your investments, investors can easily locate, finance and purchase properties in these exceptional markets with confidence and peace of mind.

Starting with very little, Jason, while still in college at the age of 19, embarked on a career in real estate. While brokering properties for clients, he was investing in his own portfolio along the way. Through creativity, persistence and hard work, he earned a number of prestigious industry awards and became a young multi-millionaire. Jason purchased a California real estate brokerage firm that was later acquired by Coldwell Banker. He combined his dedication and business talents to become a successful entrepreneur, public speaker, author, and media personality. Over the years he developed his Complete Solution for Real Estate Investors™ where his innovative firm educates and assists investors in acquiring prudent investments nationwide for their portfolio. Jason’s sought after educational events, speaking engagements, and his popular “Creating Wealth Podcast” inspire and empower hundreds of thousands of people in 189 countries worldwide.

While running his successful real estate and media businesses, Jason also believes that giving back to the community plays an important role in building strong personal relationships. He established The Jason Hartman Foundation in 2005 to provide financial literacy education to young adults providing the all-important real world skills not taught in school which are the key to the financial stability and success of future generations. We’re in a global monetary crisis caused by decades of misguided policies and the cycle of financial dependence has to be broken, literacy and self-reliance are a good start. Visit JasonHartman.com for free materials and resources.