Ditch the dead weight, lean into strategies that deliver and ensure every effort you make moves you toward a conversation that counts, Jimmy Burgess writes.
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Sometimes the fastest way to grow is by stopping what’s no longer working. Right now, in this market, there are business strategies agents are still clinging to that simply don’t produce results.
It’s time to make room for what does work by clearing out the old playbook. Here are seven outdated or ineffective lead gen strategies and what top agents are doing instead.
1. Buying leads without a follow-up system
If all you had to do was buy leads and they would immediately buy a home, lead companies wouldn’t sell leads, they would sell them a home and become real estate brokerages.
Buying leads can work but only if you have a structured system to nurture, educate and convert those leads. Otherwise, you’re throwing money at hope. If you decide to buy leads, make sure you have a system in place, and your results will improve.
Basis for lead follow-up system
The foundation of success with leads is to prepare a follow-up system that nurtures the leads automatically with a personalized touch.
- Have a conversation with the leads as soon as possible. No conversations, no conversions.
- Set up listing alerts immediately for every buyer lead. These should be automated emails sent daily with new listings or price-reduced homes meeting their search criteria.
- Explain your process to the lead. The more they understand the value you bring, the more likely you are to do business with them. Share off-market strategies you will utilize to find homes and opportunities for them that other agents may not find. Let them know what they should expect from you when it comes to a cadence of communication and how you help buyers find homes that aren’t even listed.
- Show your market expertise with loan pre-approval support, price point guidance and neighborhood insights.
It’s not about the lead. It’s about what happens after the lead comes in.
2. Door knocking without a purpose
Random door knocking without something the owner might find valuable is more likely to annoy than convert.
What to do instead
Door knock with an invitation instead of an ask.
- Invite neighbors of your listing to a VIP hour before the published start of your open house, when the general public will be able to attend.
- Host a welcome party for a new buyer or a goodbye party for a departing seller.
- Organize a neighborhood food truck night or community event.
People want to feel included, not pitched. When you lead with value and connection, doors start opening.
3. Posting generic holiday graphics on social media
A “Happy Fourth of July” or “Happy Labor Day” post on your social media pages won’t move the needle. In fact, it can hurt your algorithm by lowering engagement.
What to do instead
- Share a post with the best spots to watch fireworks in your city on the 4th of July.
- Offer something useful, like the best places in your city to take your mother for Mother’s Day brunch.
- Share activities or special events happening in your city over the Labor Day weekend.
The more personal and helpful your content, the better it performs. And it actually sets you apart as the resource for information about your city.
4. Sending plain ‘just listed’ and ‘just sold’ postcards
If your marketing looks like all the other agents’ marketing, why would someone notice you? Most people stand by their trash can when opening mail, and the same old “just sold” card they’ve seen a hundred times is quickly discarded in the trash.
Direct mail is still effective, but the most effective direct mail pieces are pattern interrupts.
What to do instead
- Tell the story behind the sale.
- Highlight how you helped the seller navigate challenges.
- Share results with a headline like: “Have you heard what your neighbor just did?”
Your postcards should stand out, spark curiosity and create conversation, not blend in with junk mail.
5. Creating video content that isn’t searchable
Most agents post videos without considering how (or whether) people will actually find them.
What to do instead
Thinking about what people will be searching for and tailoring your video content to those topics is a more effective strategy. If you’re wondering how to think about what people will be searching for, use my G.R.A.B. framework:
- G = Geographic: Share videos about neighborhoods, schools or relocation comparisons. Think about the information a prospective buyer would wonder about geographically.
- R = Relevant: Share tips for buyers/sellers (“5 things to know before moving to [your city]”). Think about questions prospective buyers or sellers might have about the process that would be relevant to them.
- A = Attractions: Share top restaurants, hidden gems or fun things to do locally. Moving to a new area is about more than just the homes in the area; it’s about the lifestyle. By sharing this type of content, you set yourself apart as the local expert.
- B = Business: Share information about your listings, reviews and behind-the-scenes of how you help clients. Ultimately, we are in the business to sell real estate, so think of content that highlights your business in a way that prospects will be searching for.
When your videos match what people are searching for, the algorithm does the work for you.
6. Sending a monthly newsletter (that nobody reads)
If your newsletter is ChatGPT-written fluff with zero relevance, it’s doing more harm than good. If your open rates are low or you’re noticing consistent unsubscribes after sending your newsletter, it’s time for a change.
What to do instead
Send a Deal of the Week email. This email should be about a standout listing, including bullet-point details, but without complete information. It should end with a simple CTA: “Reply to get photos and complete details.”
Your email should spark replies and opportunities for engagement with your database.
7. Waiting on the phone to ring
In today’s market, if you’re waiting for inbound calls, you’re already behind.
The era of passive success is over. This is a market where proactive agents win.
What to do instead
- Make the calls. Follow up with past clients and your sphere of influence. Reach out to active prospects.
- Focus on setting at least two real estate appointments per week.
- Create value daily. Track your conversations. Set goals. Stay accountable.
This market is separating those who take action from those who wait. Be the one who takes the first step.
Success today isn’t just about doing more; it’s about doing what works. Ditch the dead weight, lean into strategies that deliver, and make sure every effort you make moves you toward a conversation that counts. Because at the end of the day, that’s what closes deals.
