Dirty Deeds

From a $7M Lawsuit to 118 Deals: The Sales System Behind It

Feb 8, 2026
Eric Cline, a sales and acquisitions operator who rebuilt after a $7M settlement using call-center systems. He recounts translating high-volume sales processes to real estate. The conversation covers his acquisition framework, cold-call cadence, the “10 Days of Hell,” multi-step phone scripts, negotiation by circumstance, KPIs for scaling, and how persistence turns calls into contracts.
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INSIGHT

Process Trumps Product Knowledge

  • Eric argues process beats product: strong sales systems convert leads far better than real estate knowledge alone.
  • He believes nearly anyone can get a deal within 30 days if they follow a repeatable process.
ADVICE

Measure Dials, Talk Time, Offers

  • Track three KPIs: dials made, talk time, and offers submitted.
  • Expect minimums: 60 dials/day, 3.5 hours talk time, and three offers/day per closer.
ADVICE

Set Expectations And Get Commitment

  • Start every call by setting expectations and having the homeowner write your contact info down.
  • Tell them you'll either deliver an approval with an offer or a denial with a reason by the end of the call.
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