If you had to land just one listing in the next 30 days, with no budget, no brand, no past clients, how would you do it?
That’s the question Byron Lazine posed to eXp CEO Leo Pareja during their fireside chat at this week’s BAM BBQ. And instead of the usual advice you’d expect for new agents (call your sphere, knock on doors, post more Reels), Leo dropped a strategy almost no one talks about.
And it came straight from how he built his own business.
The “Trash to Treasure” Pitch
Pareja didn’t waste a second before diving into his go-to move for generating listings without a database.
Here’s the short version: Find the local investors who are spending money on seller leads, then offer to turn the leads they can’t use into cash.
In Pareja’s words:
“Statistically, they’re probably throwing away 97 to 98 percent of the hand raises on a monthly basis that come in… So the pitch is: I’d like to turn your trash into treasure.”
These investor leads, usually generated by “We Buy Houses” or other direct mail or cash offer campaigns, come from real sellers who are ready to make a move.
But only a small fraction are the right fit for a cash deal. The rest either want too much, need financing, or just don’t match the investor’s criteria.
Most of those leads go nowhere. That’s your opportunity.
Step-by-Step: How to Implement Leo’s Strategy
This isn’t about building some complex referral machine. It’s a one-on-one, local play that almost any agent can run, starting today.
Here’s how Pareja broke it down:
#1: Identify the local players
Go to Google and search “sell my house for cash” along with your city or ZIP code. Skip the big national brands and look for local operators actually spending money on ads or direct mail.
#2: Invite them to coffee
Reach out with a simple message:
“I’d like to take you to coffee to pitch you an idea that puts money in your pocket.”
Be upfront that you’re not trying to list their flips or compete for their business. You’re offering to monetize leads they’re throwing away.
#3: Make the referral pitch
Once you meet, ask about their lead-to-deal conversion rate. Most will admit it’s around 2 to 3 percent. That means they’re discarding the vast majority of the leads they pay for.
Offer to work those unused leads and pay them a referral fee, whatever you’re comfortable with.
#4: Handle the seller conversation professionally
These are motivated sellers. Some still need cash, others want full market value.
Either way, your job is to educate them on their options and offer the best-fit solution, just like Pareja did for years.
“I think most people should still go on the MLS, work with an agent, and expose [the listing] to as many eyeballs as possible. That is a surefire way that I built a very large business.”
Why This Works, Even in 2025
It’s easy to overlook investor relationships as a source of listings. Most agents think of them as competition. But as Pareja pointed out, the data tells a different story.
In Q1 of 2025 alone:
- 27% of single-family home sales in the U.S. went to small investors, defined as those with one to five properties.
- 85% of investor purchases were made by individuals, not institutional buyers.
That means the majority of investor activity is happening at the local level, with everyday investors who need good agents just as much as you need solid leads.
Pareja’s advice: become a student of your market.
“So if your market is representative of that and 27% of your business is not with investors, just know you’re leaving that on the table.”
Add This to Your Lead Gen Mix
This strategy isn’t just for new agents. Even if you’ve been in the business for years, chances are you’re not tapping into investor relationships at the level you could be.
And it’s not just about scoring a listing here or there. The deeper your relationships with local investors, the more you can position yourself as their go-to agent for both listings and future purchases.
That’s how Pareja scaled. It’s how plenty of agents are doing more with less right now. And it’s a reminder that in a tight market, creativity paired with execution is a massive advantage.
Final Takeaway
If you’re willing to have a few coffee meetings, ask smart questions, and provide real value, you can build a listing pipeline from leads most agents never touch.
Want more insights like this? Watch the full BAM BBQ replay, including Leo Pareja’s fireside chat with Byron, now available in BAMx.
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