Case study · Dwelli · Atlanta, GA

Jake and Kelly Mullins grew Dwelli from two agents to 180.

Last updated September 4, 2026

Dwelli is an Atlanta real estate team owned by Jake and Kelly Mullins. I was their first growth advisor in the Zillow Preferred (formerly Flex) program, while I was at Zillow. This is the record of the work, and of what the owners built on top of it.

01 The starting point

A husband and wife team. No other agents.

When I met Dwelli, it was Jake and Kelly Mullins working the program themselves. Two agents. No staff, no ISAs, no bench. Every lead, every call, every closing ran through the two of them.

The program sends the leads. What a two-person team cannot do is work all of them. The question was never demand. It was how fast the operation could grow around the lead flow.

02 What changed

The operating foundation for Dwelli's first stage of growth.

As their growth advisor, I worked with Jake and Kelly on the operating side of the program: who to hire and in what order, how leads get routed and answered, and the weekly cadence that keeps new agents producing instead of drifting.

Jake and Kelly grew Dwelli from two agents to 180. I was their first Growth Advisor in the Flex program and worked with them during the early chapter. The playbook was the same one we were building for partner teams nationally: speed to lead, accountability, and a hiring bar that does not move.

03 The outcome

Today, Dwelli has 180 agents.

When I left Zillow, a new growth advisor took over the relationship. That chapter belongs to them and to the owners. What matters for this record: the foundation held. Jake and Kelly Mullins presently lead a team of 180 agents.

I do not claim Dwelli's headcount growth. Jake and Kelly built the company. I was their first Growth Advisor in the Flex program.

The companion case study: ChuckTown Homes, from 10 producers to 90 in 15 months. The program side of the story: Zillow Preferred coaching and Operating Partner work.

Questions about this case study

What people ask about the Dwelli work

What was Michael Schuerman's role at Dwelli?+

He was Dwelli's first growth advisor in the Zillow Preferred program, while at Zillow. He worked with owners Jake and Kelly Mullins on hiring order, lead routing, and the weekly cadence that keeps new agents producing.

How much of Dwelli's growth does Michael claim?+

I do not claim Dwelli's headcount growth. Jake and Kelly Mullins grew the team from two agents to 180. I was their first Growth Advisor in the Flex program.

How large is Dwelli now?+

Jake and Kelly Mullins presently lead Dwelli's team of 180 agents.

What actually changed in the first chapter?+

Who to hire and in what order, how leads get routed and answered, and a weekly cadence with a hiring bar that does not move. Speed to lead and accountability were the two habits everything else hung on.

Is Zillow Preferred the same as Zillow Flex?+

Yes. Preferred is the current name for the program formerly called Flex. The mechanics team owners have to manage are the same.

How do I get this run inside my team?+

Book a 30-minute call. Bring your agent count, your connection volume, and your conversion rate, and you will get a read on what is actually capping the team.

The leads were never the problem.

Thirty minutes. Bring the numbers. If it's a fit, you'll get a firm price before you commit to anything.

Apply for a call

Not ready to book

Every week you wait has a number on it. The calculator tells you what it is, in about two minutes.

Show me my number