SELLER’S SECRETS

Caleb Farina: “The Bill Lowering Guy” turned owner of virtual life insurance agency, Prosperity Partners.

Caleb is a Florida-born, Dallas-based sales professional and business owner helping D2D sales reps go virtual through a plug-and-play life insurance sales system. He built a following on social media as “The Bill Lowering Guy” after some of his old D2D sales clips went viral.

You can see some of those viral reels here, here, and here.

Caleb’s come up (in 10 short bullet points)

• Homeschooled in Gainesville, FL; youngest of five in a missionary family

• Started selling himself into social settings once he moved to public school

• Got into D2D sales after a “make $20K in a summer” pitch on Snapchat

• First gig: Selling cable in Joplin, MI, living with 13 guys in a 2-bedroom house

• Next summer: Pivoted to pest control in New Jersey, was a lot more fast-paced

• Went viral by later posting past door-to-door sales videos online

• Transitioned into solar blitzes, but faced burnout and instability

• Tried virtual insurance sales from parents’ house, crashed and burned at first

• Rebuilt with life insurance, taking lessons from previous failures and debts

• Is now scaling a life insurance business after cracking quality lead generation

  

  What it looks like to have “a bone to pick” with traditional life insurance sales orgs

Some sales alpha and best practices from Caleb’s successes and failures

1. Make the hard part the easy part to increase sales rep retention

Caleb replaced the typical cheap leads and “grind” model that’s common in insurance with tech-driven systems. He started using AI for lead communication and automatic appointment bookings, eliminating one of the most tedious parts of the whole process.

Combined with custom-built CRMs and a centralized resource hub, his agents only need to focus on one thing. Selling. These AI builds also give full access to relevant sales metrics and optimization paths, removing the friction that causes most 1099 sales reps to quit in month one.

2. 10 studs is way better than 50 idiots

Predictable scaling isn’t dependent on how many warm bodies you can get to dial leads. It’s about removing liabilities. Caleb said he’d rather build with 10 hungry, autonomous performers than 50 order takers who wait for their boss to tell them what to do.

His framework is really simple: only recruit people who already want the lifestyle (and work required), not people who need to be sold on it. Fewer reps = fewer fires to put out, more time to actually optimize systems and work on the business instead of in it.

He tracks performance down to the dollar and prefers partners over downlines.

3. Mirror the market (even if they aren’t like you)

Back when Caleb was knocking trailer parks in Joplin, MI (bill lowering guy origination city), he quickly learned that intelligence doesn’t close deals, familiarity does. Instead of trying to come off sharp or technical, he’d dumb down how he spoke to match the energy of the person at the door. “Hey, I’m just the bill lowering guy” got more initial trust than pitching some service. This disarming simplicity created connection.

Clarity beats cleverness, especially when you’re selling to folks who don’t want to be sold.

Action Items: Consider implementing some of these takeaways from Caleb

1. Build better than most before you shift focus to recruiting

• Hold off on hiring reps until your system works the way you want it to

• This means dialing in lead flow, onboarding, sales support, data tracking, etc.

• Stay on top of AI trends to ensure efficiency for you and your teammates

• Don’t over-index on hype, hire people with manageable expectations

2. Avoid the tomahawk trap

• Reinvest into your business, not another tomahawk steak for Instagram

• Flashy moments do not build repeatable business success

• Get dirty with your team, they’ll respect you more

• Lead from the front in a way that actually motivates them

3. Use AI to create efficiency in your sales process

• Outsource repeatable tasks with large margin for human error

• AI chatbots can handle bookings and/or text outreach

• Remove sales talent from admin/logistics with AI so they can sell more

• Plug AI into your CRM for custom automated follow-up sequences

4. Mentors: Find one that’s one step ahead instead of ten

• Follow someone who’s recently been there and done that

• Understand the guy 5 or 10 steps ahead is less relevant to you

• Validate bank statements when applicable (big thing)

• Avoid comparison traps to reap the true rewards of the engagement

Want to sell for Caleb? Click here.