Dwelli: Two Agents to Atlanta's Largest Zillow Preferred Team | Michael Schuerman
Case study. As Dwelli's first growth advisor in the Zillow Preferred program, I took Jake and Kelly Mullins from two agents to thirty. Seven years in, Dwelli is Atlanta's largest Preferred team at 230+ agents.
Case study · Dwelli · Atlanta, GA
From two agents to Atlanta’s largest Zillow Preferred
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.
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.
Two agents to thirty, one hire and one habit at a time.
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.
The team grew from two agents to thirty while I was in that seat. 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.
Seven years in, 230+ agents. The largest Zillow Preferred team in Atlanta.
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. Seven years into the program, Dwelli is the largest Zillow Preferred team in Atlanta, with more than 230 agents.
I claim the two-to-thirty chapter. The thirty-to-230 chapter is Jake and Kelly’s. Both are true, and the second one is the better proof that the first one was real.
ChuckTown Homes, from 10 producers to 90 in 15 months
Zillow Preferred coaching and Operating Partner work
Questions about this case study
What people ask about the Dwelli work
Thirty minutes. Bring the numbers, I will tell you what I would do in your seat.
© Michael Schuerman · Atlanta
Not affiliated with or endorsed by Zillow Group, Inc. Zillow® and Zillow Preferred® are trademarks of Zillow Group, Inc.
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?
The two agents to thirty chapter. Everything after that belongs to Jake and Kelly and to the advisor who took over. Both chapters are true, and the second one is the better proof that the first one was real.
Seven years into the program, Dwelli is the largest Zillow Preferred team in Atlanta with more than 230 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.
Dwelli: from two agents to the largest Zillow Preferred team in Atlanta
Case study. Michael Schuerman was Dwelli's first growth advisor in the Zillow Preferred program and took the team from two agents to thirty. Seven years in, Dwelli is the largest Zillow Preferred team in Atlanta at more than 230 agents.
Michael Schuerman is an Operating Partner for founder-led businesses doing $5M to $30M in revenue, based in Atlanta, Georgia. He takes a seat inside the business, runs the revenue moves the owner has been deferring, and leaves a team that runs without them. Book a 30-minute call at michaelschuerman.co.