Lead generation is a skill every agent needs, but too many overcomplicate it or throw money at the problem hoping for results. The truth? Generating leads doesn’t have to cost you a thing. It’s about getting back to basics, showing up, and being intentional. Here are five things you can start doing today to take advantage of the market—and grow your business.
1. Be On Time
It’s shocking how low the bar is in this industry when it comes to punctuality. Just last week, I spoke with a prospective seller who said they ruled out 4 to 6 agents because they either didn’t show up on time—or didn’t show up at all.
Being on time isn’t just respectful; it’s a non-negotiable standard for your business. When you’re punctual, you communicate reliability, professionalism, and care. And let’s be real—respecting someone’s time is one of the easiest ways to stand out in this industry.
2. Follow Up (And Then Follow Up Again)
Did you know that 80% of sales are made between the 5th and 12th contact? Most agents give up after the first. That means there’s a massive opportunity to win leads simply by staying consistent.
Pick one day this week to reach out to all your past leads. Reconnect, check in, and remind them you’re here to help. You’d be amazed at the results just by doing what most salespeople overlook. Follow-up isn’t glamorous, but it’s the easiest way to increase your bank account—and it doesn’t cost a dime.
3. Clean Up Your Presentations
Professionals will dominate the real estate market moving forward. Period. If you want to set yourself apart, you need to show clients your worth—and that starts with preparation.
Take some time to refine (or create) your listing presentations. Ask yourself: are you showcasing your value in a way that resonates with potential clients? Being polished and ready isn’t just for first impressions; it’s how you prove you’re serious about delivering results.
4. Show Up Like the CEO of Your Business
The reason many agents struggle isn’t that they don’t work hard—it’s that they don’t treat their business like a company. Instead, they operate day-to-day with no strategy, no systems, and no long-term planning.
Start showing up like the CEO of your business. Automate where you can, create plans, and be deliberate about how you spend your time. Yes, you’ll need to be reactive sometimes, but when 80% of your work is proactive, you’ll save your sanity, your relationships, and your bottom line.
5. Set Your Baseline Standards
Before you go chasing leads, take a step back and ask yourself: what kind of agent do you want to be?
Do you want to be a discount agent who relies on volume? Do you want to blend in and do what every other agent is doing? Or do you want to stand out as a full-service professional with a point of differentiation?
There’s no wrong answer, but in a sea of agents all competing for the same piece of the pie, differentiation is key.
Think of it like pro athletes. They don’t show up just to be average—they aim to excel in their position, refining their craft to be the best of the best. If you want to truly excel, you need to aim for the 1%, not the middle of the pack. Set clear standards for how you operate—your punctuality, preparation, and follow-through should all reflect the level of success you’re striving for.
Lead generation has so many facets—it’s constantly evolving, and even after 19 years in the business, I’m still learning new things about it. But when you’re starting out, money is often tight, and it feels like every tool, program, and so-called expert is asking for your hard-earned dollars to "get you leads." The truth? You don’t need to spend a fortune to build a solid foundation. Here are five strategies that won’t cost you a dime, will set you up for long-term success, and, most importantly, will never go out of style.
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