Right now, the main focus for every single real estate agent out there should be acquiring more clients to transact with. In fact, this should probably always be the focus, tempting as it is to get involved in all the stuff that’s not around income-producing activities. 

So, to help you simplify, I’ve got the who, what, where, and when of lead generation

Proper planning prevents poor performance

You hear me say this all the time. I believe it. I practice it, and it starts with the results you want to generate. How many sales do you want to get a month? 

Forget the year-long plan. Think about how many homes you want to sell during the next 30-day period. It doesn’t have to be a month, either. You can pick any 30-day period. And you can start that today if you want.

The who

Once you determine how many homes you want to sell in 30 days, there’s the “who” of lead generation:  

  • Who are you prospecting?
  • Who are you calling?
  • Who are you reaching out to and having conversations with? 

Because if you don’t know who you’re going to be connecting with and talking to, then you can’t use the proper scripts, the proper objection handlers, or anything else. 

So it starts with the “who”—Who are you going to be prospecting? It could be circle dialing, sphere of influence, expired listings, for sale by owners, old internet leads, etc. There’s plenty of people to call. 

The when

Then there’s the “when.” When are you time blocking these income-producing activities into your calendar? 

Because if it’s not on your calendar, it’s just not going to happen. You’re not committed to it. Anytime someone opens up their calendar, it shows me what they’re committed to. And if you’re not doing that, then you’re not committing to actually getting your prospecting done. 

The what

So you got the who and you know when you’re going to make calls. The next thing to nail down is what you are saying to these people. 

What script are you using and what objections are you prepared for? The what involves some preparation, some role play, practicing what you’re going to say, making sure you’re using the right tonality, and knowing when to raise and lower the volume of your voice. 

There’s a lot to do with the what. But if you’re not sitting down deciding, “Okay, here’s who I’m going to call. Here’s the result I want. Here’s when I’m going to do it, and here’s what I’m going to say to them,” you’re going to get on the phone and say— 

 “Oh, hey Nick, I’m just checking in with you. You want to buy a house?” 

That does not fly. That’s lazy follow-up. 

I’m updating my notes.” 

Updating your notes for what? You need to have a clear script about what you’re going to say. 

The bonus hack here is providing value-driven follow-up. It’s very easy to do. Think about something the “who” would find helpful or interesting, and lead with that. 

The how

The next question to answer is “How are you going to do it?”

Are you going to be standing up? Are you going to be using the dialer? Are you going to be maybe manually dialing them? Are you going to have a call sheet you’re working off of? 

I would argue that everyone should be using a power dialer. You should be standing up, ready to go, with your headset on, hands-free to type notes, and focused only on the calls you’re making so you can book appointments

When you’re talking on the phone, people hear very little of the words you say. But they can pick up on body language and tonality. So if you’re not speaking to them in a way that allows your personality to come through, you’re not going to set many appointments. And no appointments means no clients. 

The final piece: Accountability

So, now, we’ve got the who, we’ve got the when, we’ve got the what, and we’ve got the how. 

The last piece is this: How are you going to hold yourself accountable? Who are you reporting your numbers to? 

What are you tracking? How are you staying accountable to yourself? How are you staying accountable to your friends, your family, your peers? That’s something you’ve got to decide.

I’m on an accountability call three days a week where I report numbers around specifics that we are measuring in our business, and I encourage everyone to do the same. 

Find someone at your office. Find someone through your network. Be accountable to your significant other, spouse, boyfriend, girlfriend, whatever. Be accountable to your admin, your ops person, or someone in your office. 

Find someone you’ve got to report your numbers to. Because when you don’t hit your numbers after you make a commitment—like “I’m going to hit X, Y, and Z,” and remember, this has all got to be specific and measurable—you’re going to feel more pressure to do that. 

Here’s an anecdote here for you: 

We’re in deep on accountability right now at our organization—around listings specifically—and I made a commitment. And come Friday, I was short by about a hundred dials on my commitment, and the deadline is end of day Sunday. 

So you know what I did? I took time out of my day on Saturday afternoon. 

  • I had the what—I knew what I was going to be saying to these people. 
  • I had the who—I knew who I was calling. 
  • I had the how—I stood up in my office at home using the scripts and the dialogues. 
  • I had the accountability—I time-blocked it in my day and had a conversation with my wife and kids about, “Hey, we want to hang out and do some fun family stuff later. My accountability is hitting these numbers.” 

I hit my numbers, and I took time out of a Saturday to do it. 

That’s accountability internally. It took me a while to get there. You might want to start with an external partner and then go for the internal. 

Time-block it, commit to it and hold yourself accountable—and the sky will be the limit for your real estate business.