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.

06/12/2026

The higher the cost associated with selling a home, the harder it can become for sellers to move.

That’s one of the biggest reasons many homeowners are becoming more open to lower listing fees.

When sellers save money on commission, they can use those savings toward buyer incentives, closing costs, or interest rate buy-downs to help get the deal done faster.

I think a lot of people assume lower fees automatically mean worse service, but many of the agents inside our model are some of the busiest and highest producing agents in their markets.

At the end of the day, sellers care about results, experience, and keeping more of their equity.

06/11/2026

At some point, you have to stop looking at business emotionally and start looking at the math.

The problem is a lot of agents are so loyal to “the industry” that they never question whether the system actually benefits them.

They defend the system because they’ve been taught that defending it is the right thing to do.

But economics don’t care about feelings.

If more agents are entering the market while the number of deals stays relatively the same, competition increases and survival becomes harder.

That’s not an opinion.
That’s simple supply and demand.

06/10/2026

When you look at the biggest entrepreneurs in the world, they all had one thing in common:
they were willing to do something differently.

Real entrepreneurs aren’t obsessed with fitting in.

They’re obsessed with solving problems, creating value, and finding better ways to do things.

Most industries resist change because change threatens the systems already in place.
That’s why doing something differently almost always gets criticized first.

But different thinking is usually where growth starts.

06/09/2026

There are markets with tens of thousands of agents competing for a limited number of deals every year.

That creates a huge problem.

More agents means:
• more competition
• fewer opportunities per agent
• more dependency on paid leads
• less experience per agent
• and a harder path to building consistent income

The math simply stops working at some point.

And yet the industry continues encouraging more people to get licensed every year because more agents generate more revenue for the industry itself.

That may be good for the system.
But it’s not always good for the agents inside of it.

06/08/2026

When I first started building this business model, a lot of people thought it was crazy.

But year after year, we kept growing.

The reason is simple: consumers like value. Sellers want to keep more of their equity, especially in today’s market.

I believe agents can still provide incredible service while charging less and building a higher-volume business.

That’s why we’ve continued expanding across the country while more agents are starting to rethink the traditional brokerage model.

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.

Address

123 Terra Bella Boulevard Suite 2C
Covington, LA
70433

Telephone

+19858070001

Website

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