Scott Morse leads a 150-person sales team at Lamassu Leads, a company that makes over four million phone calls monthly for real estate investors. Specializing in single-family distressed properties, Scott blends emotional intelligence with structured sales training and AI-powered coaching.
His hybrid model has transformed how cold calling works in real estate, turning it from transactional to trust-building.
Watch the full interview below to hear Scott explain his methods in his own words:
Scott Morse has over two decades of experience in high-ticket sales and marketing. He entered the real estate space only a few years ago but quickly saw an opportunity. Most wholesale real estate investors were focused on data and logistics like beds, baths, square footage while ignoring the emotional drivers behind seller decisions. Scott stepped in with a different approach: sales rooted in curiosity, empathy, and structured conversation.
Lamassu Leads was born from that vision. Today, the company runs campaigns that focus primarily on single-family distressed sellers, around 90% of their work. The remaining 10% includes a newer mortgage-focused effort launched in late 2023.
That campaign supports homeowners with recent equity gains who are struggling with debt and may benefit from a refinance or HELOC instead of a sale.
Scott realized early on that logic alone doesn’t close deals. Sellers may understand the facts, but they make and stick with decisions based on emotion. This is especially true in distressed situations, where homeowners are often facing personal hardship.
“People make a decision off of logic, but they stick with that decision because of emotion.”
By training reps to ask better, more emotionally aware questions, they consistently achieve faster decisions and higher conversion rates. A strong “no” is better than a drawn-out “maybe.”
Instead of scripts packed with transactional questions, Scott trains his team to listen for emotional cues:
These subtle shifts create room for honesty, clarity, and trust. The result? Quality conversations that lead to quality deals.
They don’t use rigid scripts. Instead, agents follow a wireframe—a flexible roadmap that ensures each conversation hits the key phases:
Within that framework, agents use “hot lines”, short, emotionally charged phrases designed to uncover motivations and connect with sellers.
“Surf the wave, but always go to the beach.”
Agents are encouraged to explore tangents if they uncover important emotional context. As long as they’re moving toward the outcome, flexibility is a strength.
Physical energy plays a significant role in their culture. Agents stand up, move around, and stay animated during calls. Why? Because movement affects tone, and tone affects outcomes.
“Motion creates emotion. Creates emotion.”
A rep who is energized, focused, and moving is more likely to engage a seller who’s sitting passively at home. Smiles, posture, and energy all come through in voice.
Unlike many virtual sales orgs, they are entirely in-office. The environment is intentionally designed to drive performance:
Each desk is labeled “ATM” to reinforce the mindset: put in effort, get out commission.
“You're not at a desk—you're at your ATM.”
The culture is “pleasantly competitive,” with reps seeing where they rank within pods and across the team. Team leads sit at the head of each pod and offer real-time coaching, which keeps quality high and learning constant.
To handle four million calls per month, they run a clear, layered structure:
Each agent has KPIs, dashboards, and visibility into their performance. Screens around the office stream live metrics and contests to keep motivation high.
Scott created a custom AI assistant using GPT technology. He loaded it with the writings of Zig Ziglar, Jordan Belfort, and his own playbooks. Now, his team can upload a call transcript and receive feedback as if it came from one of the greats.
“You can drop any transcript in and it speaks back to you like Zig Ziglar or Jordan Belfort.”
This removes ego from feedback and creates consistent, mentor-style coaching that reps trust.
Real estate investors are often asking sellers to trade equity for speed, certainty, and peace of mind. However, if that value is unclear, the price seems unfair. Scott teaches his team to have direct, respectful conversations that uncover real motivations.
“You lose more deals by not being aggressive enough than you’ll ever lose by being too aggressive.”
Aggressive doesn’t mean pushy; it means being willing to dig in, ask tough questions, and earn the truth.
In one example, a rep made a low offer and got a hostile reaction. Instead of retreating, the rep paused and asked why the seller needed that number. The seller shared that he had lost his wife and had two loans on the house. That moment of honesty changed everything.
“Talk to them like they’re your aunt or uncle.”
This approach fosters respect, empathy, and decisions that make sense for both sides.
Though known for cold calling, they also run pay-per-click (PPC) campaigns. Scott believes in multi-channel outreach to reach sellers at different moments.
After a bad experience with outsourced cold calling, he brought the function in-house. His goal? Fewer leads, longer conversations. The quality of a PPC lead, recreated in outbound.
Many of his reps are changing their lives through sales. Some support entire families. Others buy their first car or move into a new apartment. Scott sees himself as the “soil” where these team members grow.
“These kids are the trees. I’m just good soil.”
He finds purpose in building a platform that empowers others and teaching skills that create lifelong opportunities.
For anyone working in sales or real estate, Scott’s playbook is clear and repeatable:
Their newer mortgage campaign helps recent buyers who built equity fast but now struggle with debt. These sellers may not want, or need, to sell. Instead, the team guides them through cash-out refinances or HELOCs.
This value-first mindset expands Lamassu’s reach and positions them as advisors, not just buyers.
Sales isn’t about tricks or pressure; it’s about clarity, empathy, and value. Scott teaches his team to listen, acknowledge emotion, and guide sellers to honest decisions.
“There are sales truths that existed before we got here and will exist after we’re gone.”
By combining old-school wisdom with modern tools like AI and performance dashboards, they built a consistent, scalable system for success.
Scott Morse shows how curiosity, empathy, and structure can drive massive results in a fragmented industry. He built a sales floor where energy is contagious, AI offers mentorship, and every rep is trained to connect like a pro.
For real estate investors and sales leaders, the message is clear:
When that happens, deals close faster, and careers grow stronger.