Almost everyone in this business is obsessed with lead generation. More leads, more ads, more cold outreach, more of the exhausting top-of-funnel grind. I think that’s solving the wrong problem entirely.
A lead versus a trained person
You don’t need more leads. You need the people who are already in your world — past clients, neighbors, your gym, your kid’s school — trained on why you’re worth trusting before they ever need an agent.
Here’s the difference in practice. A lead is a stranger you have to convince from scratch, every time, with no foundation. A trained person already has the foundation. They already know how you think, what makes you different, and why you’re the obvious call when the moment comes.
Where to spend the time instead
So instead of spending this week chasing five new leads, spend it training the fifty people who already know you. Teach them something. Show them your process. Give them a reason to talk about you before they need you. That might mean an honest market update, a story about a recent deal and what it taught you, or just a genuinely useful check-in that has nothing to sell.
Fix that, and the leads take care of themselves.
This is a core theme in my keynote, Trained, Not Sold, for sales teams and brokerages who are tired of the leads treadmill. Get in touch about bringing it to your team.
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