How Selden Tual went from an outdated CRM to 133% more deals as a solo agent

Selden Tual (Solo Agent, Dallas Fort Worth, Texas)

Background

Selden Tual has been in real estate for about 10 years, coming from the music and service industries. He started with rentals, took his first sale from an open house, and built from there into a business that is mostly sales, with a handful of landlord clients each year.

He has always run solo, supported by one VA who handles newsletters and social scheduling. Roughly 80% of his business comes from past clients and referrals, which makes staying in front of people between transactions the whole job.

Before Kee Technology Solutions

• Ran his business on a badly outdated CRM without realizing how far behind it was while he was still using it

• Moved to Follow Up Boss on his Tom Ferry coach's recommendation and faced the build with no internal support

• No segmentation of the database, so open house leads, referrals, and past clients all sat in one undifferentiated pile

• No automated email campaigns running against any group

• No smart lists telling him who to call or text on a given day

• A referral and repeat business engine with no system keeping him in front of it

The obstacle was never the platform. Follow Up Boss worked the way he expected. The gap was between owning the tool and having it built out to match how he actually ran his business.

"Unless you really have it integrated, it's a little overwhelming to think about building that out yourself, especially from a time management perspective or just even knowing how to use it."

His coach had also warned him that a CRM migration is one of the more disruptive moves an agent can make, which raised the stakes for getting the build right the first time. Before deciding, he looked at other companies that do this work.

"Y'all were clearly the best from what I can see for building that out."

"I didn't want to take the time to figure it out myself and it just seemed like the benefits far outweigh the cost to hire someone to do that."

Results After KTS Implementation (Setup completed April 26, 2024. Automations enabled May 1, 2024.)

August 1, 2024 to October 29, 2024 vs previous period

• Calls up 62.69%

• Appointments set up 850.00%

• Avg. call attempts up 1906.76%

• Avg. email attempts up 26.93%

• Avg. contact attempts up 42.27%

January 30, 2025 to April 29, 2025 vs previous period

• Calls up 36.27%

• Appointments up 94.44%

• Deals up 60.00%

May 1, 2025 to July 29, 2025 vs previous period

• Response rate up 26.83%

July 31, 2025 to October 28, 2025 vs previous period

• Calls up 30.94%

• Appointments set up 91.30%

October 30, 2025 to January 27, 2026 vs previous period

• Deals up 100.00%

• Response rate up 24.68%

• Email response rate up 71.44%

• Text response rate up 50.02%

January 29, 2026 to April 28, 2026 vs previous period

• Calls up 42.49%

April 30, 2026 to July 28, 2026 vs previous period

• Deals up 133.33%

• Avg. email attempts up 50.96%

What changed operationally

Logging into Follow Up Boss now starts with smart lists instead of a database. Every contact is sorted by how they came in, and each group has a campaign running behind it, so automated touches happen whether or not Selden has a free hour that day. His calls and texts follow whatever the smart lists surface.

"I've got all the smart lists and then I've got everybody that's in the database categorized depending on the type of lead they are, whether it's open house leads or referrals, and they're all on a corresponding drip."

Selden sat for this interview in the early months after the build, before any of the later periods had been measured. The first thing he mentioned was people writing back.

"It's easier to use and also have people responding to the drips, which is nice because it starts conversations."

The copy is doing the work he used to have to do from memory.

"I just think the language in them is good because if people are responding, that's the whole point, to just engage people."

Asked what he credits his business to, his answer had nothing to do with software. It was consistent follow-up, done regularly so he stays top of mind. The system now carries that for him at a volume one person couldn’t manage manually.

"My only regret is that I didn't do it a long time ago."

Ready to stop paying for a CRM you have not built out and start using one system?

Book a discovery call with the KTS team to see what a Follow Up Boss build looks like for your business. Book your call here