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Securing high-quality motivated seller leads consistently is one of the biggest challenges for real estate investors. Adam Devine, co-founder of PurchRock, managed to close an impressive 247 deals in a single year by leveraging sharp focus, smart hiring, consistent lead generation strategies, and a commitment to execution. This post dives into how Adam went from finishing school in 2016 to running a high-performing real estate business, and how you can model some of his tactics to generate motivated seller leads and build your own thriving business.
From Hockey Rinks to Real Estate Hustle: Adam's Start
Adam Devine entered real estate in 2016 after deciding corporate America wasn’t for him. Inspired by a wholesaler named Nick Ruiz, Adam started learning and hustling on his own. A chance connection with Bob Lachance—whom he met while officiating one of Bob's son’s hockey games—evolved into a business partnership.
After initially working in Bob’s company, Riva Global, Adam later launched PurchRock in 2019. From that point forward, his commitment to learning, growth, and execution never wavered.
The Power of Focus: Why One Strategy Wins
One of the biggest early mistakes Adam made was spreading himself too thin. PurchRock initially tried wholesale, fix and flips, rentals, and even multifamily. That shiny object syndrome caused confusion and diluted their results.
When they made the conscious decision to focus solely on wholesaling, things changed drastically. That singular focus gave them the clarity to fine-tune their systems, track KPIs more effectively, and scale operations.
Adam emphasizes that being great at one thing will get you further than being average at five. The top investors he looks up to follow the same pattern: relentless focus and discipline.
Scaling Smart: How to Hire the Right People
As PurchRock grew, Adam realized he couldn’t do everything himself. Delegation became essential. But delegation alone isn’t enough—you need the right people in the right seats.
To solve that, Adam turned to Predictive Index (PI). PI is a behavioral assessment tool used to match individuals’ personalities and strengths to the right roles. PurchRock uses PI to profile acquisition reps, sales managers, lead managers, and more.
Adam also believes in hiring people who’ve gone through adversity. Whether they’re former athletes or individuals who’ve overcome personal challenges, he’s seen that grit and mental resilience matter more than raw talent. Many of their top performers are former professional hockey players who bring a tenacious, never-give-up mentality into the sales process. Adam specifically looks for people who’ve endured emotional, mental, or physical struggles because those experiences often create relentless drive.
Finding and Closing Motivated Seller Leads
So how did PurchRock close 247 deals last year?
The answer lies in building a consistent, multi-channel lead generation machine.
They currently use:
- Cold calling and texting: Managed through trained virtual assistants from Riva Global.
- Direct mail: Their "Old Faithful" strategy, sending 60,000 to 70,000 yellow letters per month using REI Print Mail.
- PPC leads: Recently, they added motivated leads via a PPC campaign, which already brought in 8 contracts in two weeks.
For PurchRock, success is about volume and process. Once a lead comes in, their acquisition team jumps on it fast. Senior reps handle higher-cost leads like PPC and mail. They also embrace a virtual model, so all deals are handled over the phone, with agents only being used for listings when needed.
Virtual Success: How to Crush It Without Going On-Site
Virtual wholesaling is tough for many investors, but PurchRock has nailed the process. Here’s how:
- Set Clear Seller Expectations: From the start, sellers know they won’t get an in-person visit.
- Train Reps to Build Trust Over the Phone: It’s all about conveying confidence and solving the seller’s real problem.
- Follow Up Like a Machine: Virtual success depends on rigorous, relentless follow-up. That’s how they win deals even when competing with local investors. PurchRock also works with licensed local agents in states where they themselves are not licensed. This allows them to legally and efficiently close deals across multiple markets without having a physical presence, offering flexibility while maintaining compliance.
Adam believes virtual wholesaling can work anywhere, but only if your systems are airtight and your team is dialed in.
Tools and Partnerships That Drive Results
- Riva Global: Bob Lachance’s company provides trained VAs for cold calling, texting, and lead management. Each VA goes through Riva University to ensure they're ready for real estate campaigns. These VAs are trained on tools like Launch Control, Smarter Contact, 5/9, and Ready Mode, making them ready to operate seamlessly within the client’s tech stack.
- REI Print Mail: Their go-to for direct mail, especially yellow letters.
- IDI Data Lists: Used for pulling targeted leads. Adam admits they may be leaving opportunity on the table here and are exploring upgrades.
- Predictive Index: To find the best-fitting candidates for key roles.
Key Lessons from Adam Devine
- Take Action Over Perfection: Stop planning and start doing. "Done is better than good."
- Discipline Beats Motivation: Motivation fades. Discipline drives long-term results.
- Focus on One Thing: Want to scale? Pick a single strategy and master it.
- Systemize the Follow-Up: Especially in virtual real estate, follow-up is your competitive edge.
- Use the Right Tools: Behavioral hiring tools like Predictive Index save time and improve hiring outcomes.
- Consistency is King: As Adam says, "Discipline is freedom."
Bonus Insight: Predictive Index Explained
Predictive Index (PI) is a behavioral assessment that helps match people to the right roles. At PurchRock, every applicant takes the PI and Cognitive assessment to evaluate their fit.
The results help the team:
- Predict success in acquisition or management roles.
- Reduce bad hires.
- Optimize performance by aligning people with their natural strengths.
They even have role-specific benchmarks built in with help from Gary Harper and Austin McCurdy. Their recruiter now vets every application based on PI data before scheduling interviews.
Adam’s Lead Intake Process: A Snapshot
- Lead Comes In
- Goes Into CRM Instantly
- Acquisition Rep Grabs It (First come, first serve)
- Junior Reps Work Easier Markets (South) — These markets offer a more conversational seller base, with less competition and less skepticism compared to Northeastern states.
- Senior Reps Handle High-Cost Leads (North, PPC, Mail)
- Follow-Up and Close Deals Virtually
No complicated CRM workflows or systems—just speed, focus, and follow-through.
Matching Intentions with Actions
One of Adam’s biggest takeaways is the need to align your actions with your intentions. Many people believe that because they intend to succeed or take action, it’s the same as actually doing it. But without execution, intentions mean nothing. To get results, your daily actions must reflect your goals—consistently and clearly.
Follow-Up is Even More Critical in Virtual Wholesaling
While traditional real estate allows you to show up at a property and make a personal impression, virtual investors don’t have that luxury. That’s why Adam stresses the need for relentless follow-up. In virtual wholesaling, your competition could easily outpace you with a simple on-site appointment unless your process is faster, more empathetic, and more reliable. It’s about building trust over the phone and closing based on rapport and speed.
Discipline is Freedom: Adam’s Final Words of Advice
Adam emphasized the principles found in Darren Hardy’s book The Compound Effect, especially the idea that consistent small actions yield massive results over time. He lives by the mantra: "Discipline is freedom. Discipline is remembering what you want." This core belief fuels his approach to building a business, maintaining momentum, and outperforming competitors—not through genius, but through grit and consistency.
The Compound Effect: Why Consistency Wins Long-Term
Adam strongly resonates with the concept behind The Compound Effect—that big results don’t come from big moves, but from small, disciplined actions repeated over time. He compares this to real estate: whether it’s following up with leads, hiring intentionally, or sending direct mail, the real results stem from daily repetition. He encourages investors to stop waiting for breakthroughs and instead focus on showing up every single day. Over time, these micro-efforts compound into massive business growth.
Key Takeaways from the Blog:
- Adam’s Real Estate Journey Began in 2016
He entered the real estate world after rejecting the corporate path, inspired by wholesaler Nick Ruiz, and later partnered with Bob Lachance to build PurchRock. - 247 Deals Closed in a Year with a Focused Strategy
Their success came from singular focus—exiting multifamily, rentals, and flips to concentrate exclusively on wholesale. - Biggest Early Mistakes
Not delegating early, failing to hire executive talent fast enough, and chasing too many strategies at once. - Hiring Based on Grit, Not Just Talent
PurchRock looks for candidates who have overcome adversity or played competitive sports—especially former hockey players—with the belief that grit beats raw ability. - Using Predictive Index to Hire the Right People
They leverage PI behavioral and cognitive assessments to match candidates to the right roles. Benchmarks and analytics drive decisions—not gut feel. - Riva Global Virtual Assistants Are Fully Trained
All VAs go through “Riva University,” where they’re trained on tools like Launch Control, 5/9, Ready Mode, and customized to the investor’s tech stack. - Three Primary Lead Channels
- Cold Calling & Texting through trained VAs
- Direct Mail (sending 60k–70k yellow letters per month)
- PPC Leads (recent addition, already showing ROI with 8 contracts in 2.5 weeks)
- Cold Calling & Texting through trained VAs
- Virtual Model Done Right
PurchRock buys virtually across states by working with licensed local agents. Sellers are given full transparency upfront, and strong phone rapport replaces in-person visits. - Lead Distribution Based on Experience and Geography
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- Junior reps handle Southern states (easier sellers)
- Senior reps work high-cost inbound leads (mail & PPC)
- All reps operate in a fast-paced CRM environment
- Junior reps handle Southern states (easier sellers)
- Follow-Up is the Virtual Investor’s Competitive Edge
Without the ability to meet face-to-face, relentless follow-up becomes the single most important factor in converting leads. - Intentions vs. Actions
Adam warns against mistaking good intentions for actual effort. Only disciplined, repeated action leads to results. - Discipline Over Motivation
Discipline is framed as freedom: the ability to keep showing up daily even when motivation fades. - Insights from The Compound Effect
Long-term success comes from consistent micro-actions. Adam echoes Darren Hardy’s message—big wins come from small, repeated efforts compounded over time. - Data is Helpful, But Action Wins
While tools and systems matter, Adam’s philosophy is clear: done is better than perfect. Take action first, optimize later. - Simple, Proven Mail Strategies Work Best
Despite trying fancy designs, PurchRock still gets the best response from basic yellow letters. - Keep the Process Simple
Adam avoids complexity in CRMs and marketing. Instead, PurchRock focuses on simplicity, volume, and execution. - Advice for New and Growing Investors
Stop waiting, stop overthinking. Get started, take imperfect action, and learn by doing. Results follow consistency.
Ready to Build a Business That Lasts?
If you want to attract motivated seller leads and grow a real estate business that runs like a machine, start with action. Use Adam Devine’s approach: focus, build systems, hire smart, and follow up relentlessly.
There’s no perfect time to start. The time is now.
Start your journey, build your business, and turn your daily actions into long-term success.
Want to connect with Adam Devine?
- Instagram: @theadamdevine
- Website: purchrock.com
- Learn about VAs: rivaglobal.com
Build momentum today. Close your next deal tomorrow.
