When Chris Coke entered real estate, he quickly learned that flexibility didn’t come automatically. The early years required long hours, relentless prospecting, and learning every part of the business from the ground up. But through coaching, structure, and consistency, Chris built a business that now gives him both predictable growth and the freedom to be present for his family.
Here’s how Chris did it:
Chris Coke is the Sales Manager at Terrafirma Realty powered by eXp Realty, serving the Madison, Green Bay, and Appleton markets in Wisconsin. Raised around his family’s waterfront real estate business, Chris officially joined the company in 2016 after leaving a successful career in medical device sales. Over the past decade, he has helped expand the company from a traditional brokerage model into a growth-focused team structure while building his own production business and leadership role within the organization.
“The first couple years were extremely difficult. I thought about quitting on a very frequent basis.”
Chris wanted more than higher production. He wanted to build a business that created long-term freedom, predictability, and opportunity for his family.
As he and his father began growing the company together, they also wanted clarity around leadership roles, scalable systems, and a stronger vision for the future of the business. Chris was driven by the idea that real estate could eventually provide flexibility — not just financially, but personally as a husband, father, and leader.
Workman Success Systems became a turning point for both Chris and his family’s business. After hearing Verl Workman speak at a state conference, Chris’s parents hired Workman coaching and began implementing systems, accountability, and team structure into the company.
The brokerage transitioned from an independent agent model into a true team environment, creating clearer roles, stronger accountability, and a more scalable business model. Chris eventually stepped into leadership as Sales Manager, focusing on coaching agents, driving production, and helping team members accomplish their goals.
At the same time, Chris committed fully to Workman systems like the 61 points from the Daily Success Habits (DSH) and ABCs of Lead Management (Chris actually added to it to make it his own with the ABCDs of Lead Management (Ds may be years away from their dream home).
“Verl once said, ‘If you don’t get 61 points a day, you don’t go home.’ I took that to heart, and I don’t think a lot of people do.”
That consistency helped Chris create a predictable business built around daily activity instead of emotional highs and lows. Today, every team member receives weekly accountability and coaching, while Chris continues to lead by example through his own production and structure.
“If you can pile enough of those successful days up in a row, you’re gonna accomplish your goal at the end of the year.”
As Chris leaned into systems, daily success habits, and structured lead generation, his production began to accelerate. By May 1st of this year alone, he had already listed 34 homes — all from his own production while simultaneously managing and coaching the team.
But the transformation wasn’t only professional. The structure Chris once resisted eventually became the very thing that gave him flexibility. After years of working nights and weekends, he now spends more time with his family, picks up his daughter from school most days, and has created a schedule that supports both personal priorities and business growth.
The leadership clarity inside the company also created momentum across the organization. Chris now focuses on sales leadership and production while his father focuses on recruiting and expansion. In just one month, the company added four new agents — growth that previously may have taken an entire year.
“The hardest day in real estate is the first day. And the easiest day in real estate is the last day.”
That mindset continues to shape the way Chris leads today. Instead of chasing shortcuts or quick wins, he focuses on daily disciplines, predictable systems, and helping agents build skills the right way from the beginning.
“I’m gonna show you how to do everything. I’m gonna show you how to be successful. Yes, I’m gonna tell you, but more importantly, I’m gonna show you how to do it.”
Today, Chris is helping grow a company culture centered around accountability, leadership, humility, and real coaching — creating opportunities for agents who want both growth and guidance as they build their careers.
Come see for yourself — Chris’s results are typical of clients who apply the systems, processes, and behaviors their coaches identify as missing from their business.
