Grant Clayton - Founder/CEO 1 Percent Lists

Grant Clayton - Founder/CEO 1 Percent Lists Grant Clayton is the founder and CEO of 1 Percent Lists. The fastest growing low fee real estate brokerage in the United States.

Grant Clayton has been a Realtor since 2011 and is a 2nd generation real estate professional.

06/05/2026

A lot of agents feel trapped in a cycle where they constantly have to buy leads, pay for coaching, pay desk fees, or spend money just to survive in real estate.

But the bigger issue is competition.

The more agents fighting over the same deals, the harder it becomes to consistently generate business on your own.

That dependency creates a massive industry around lead sales and coaching.

And the reality is a lot of agents are exhausted from constantly chasing business instead of attracting it.

That’s one of the reasons I believe listings and volume matter so much.

06/04/2026

One of the biggest mistakes people make in business is believing something simply because “that’s how the industry works.”

At some point you have to stop and ask:
Is this actually helping me?
Is this helping my clients?
Or am I just repeating what I’ve been taught to believe?

The best entrepreneurs don’t blindly follow systems.

They question them.

That’s how innovation happens.
That’s how businesses grow.
And that’s how industries change.

06/03/2026

Whether people like it or not, more agents around the country are starting to adopt this model because it works.

Consumers are becoming more aware of commissions, competition is increasing, and agents are looking for ways to generate more listings without constantly buying leads.

I think the industry gets uncomfortable anytime someone challenges the traditional way of doing things. But at the end of the day, agents have to decide what actually works best for their clients and their business.

That’s why so many agents are paying attention to this conversation right now.

06/02/2026

The real estate industry has a supply and demand problem.

There are too many agents competing for the same amount of business.

And the easier it becomes to get licensed, the more competition enters the market which makes it harder for agents to consistently find deals, gain experience, and survive without buying leads.

That’s why so many agents feel stuck.

The industry benefits from more agents entering real estate every year because more agents means more dues, more fees, more coaching sales, and more lead sales.

But that doesn’t necessarily benefit the agents themselves.

06/01/2026

I think a lot of agents underestimate how powerful listings really are.

One listing can create buyers, referrals, future sellers, social proof, and momentum in a neighborhood.

That’s why I believe taking multiple listings at a lower fee often creates a much bigger business long term than trying to maximize commission on every single transaction.

Busy agents tend to be happier agents because they’re working from opportunity instead of constantly chasing the next lead.

That mindset completely changed my business years ago.

05/29/2026

think a lot of agents have this backwards.

Being a great real estate agent doesn’t come from charging more money. It comes from experience. It comes from doing deals consistently.

The more listings you take, the more negotiations you handle, the more clients you work with, the better you become at your job.

That’s why I believe volume creates better agents.

I’d rather see agents doing 20–40 deals a year and becoming true professionals than surviving off one or two giant commission checks.

More experience helps the agent.
Better service helps the client.
And the business grows faster.

05/28/2026

The real estate industry has normalized agents paying thousands for leads, coaching, desk fees, and monthly brokerage fees… but somehow giving consumers a better deal is considered controversial.

That’s never made sense to me.

I believe agents should focus on building listing inventory instead of constantly chasing leads. Listings create leverage. Listings create visibility. Listings create consistent business.

The agents succeeding inside our model aren’t struggling part-time agents. Many of them are some of the highest producing agents in their markets.

This episode breaks down exactly why I believe this business model is growing so quickly across the country.

05/27/2026

One thing I’ve noticed in real estate is a lot of agents don’t stop and ask:
“Is this actually good for me?”

Instead, they immediately ask:
“What does the industry think about this?”

The moment something challenges the traditional model, agents label it “bad for the industry” instead of objectively asking whether it benefits consumers or helps them build a better business.

That mindset keeps people stuck.

Entrepreneurs grow because they’re willing to question systems, question norms, and try different approaches, even when people don’t like it.

05/26/2026

People love saying “quality over quantity” in real estate, but here’s the problem with that argument: experience comes from doing deals.

Would you rather hire an agent closing 2 deals a year or someone closing 80?

The more listings and transactions you handle, the better you get at pricing, negotiations, marketing, communication, and problem solving.

I believe high-volume agents become better agents because they’re constantly in the field learning.

That’s one of the reasons our business model focuses heavily on listings and transaction volume.

05/25/2026

One thing I don’t always agree with is sellers continuously lowering their price over and over again trying to force a sale.

The goal isn’t necessarily to become the cheapest house. The goal is to price your home in a way where a buyer would choose your house over building new construction.

If your house has a phenomenal lot, a pool, major upgrades, mature landscaping, covered outdoor spaces, or features buyers can’t easily recreate, then there’s value in that.

But if your house is older and priced higher than brand new construction without offering anything extra, buyers are going to struggle justifying the premium.

You have to look at your house objectively and ask:
“If I were the buyer… why would I choose this house over a brand new one down the street?”

Address

123 Terra Bella Boulevard Suite 2C
Covington, LA
70433

Telephone

+19858070001

Website

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