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Circle prospecting isn’t dead, but the way most agents are doing it might as well be. The method still has legs, but it’s long overdue for an upgrade. While agents have modernized their dialing tools and data sources, their follow-up strategy hasn’t evolved since the Blackberry era.
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Here’s how to bring it into 2025.
Why circle prospecting still crushes lead cost and conversions
When done right, circle prospecting can deliver some of the best ROI in real estate. That’s because you’re reaching homeowners before they start waving the “I’m thinking of selling” flag.
Get in early, and two things happen: You avoid other agents, and your cost per lead stays low. That combination is precisely what makes this method so powerful.
Why phone and email alone aren’t cutting it anymore
Let’s face it, most people don’t answer calls from unknown numbers. And even if they do, you’re lucky to get 30 seconds before they mentally check out.
To adjust, agents have tried a new approach: Keep the initial call short, gather the email and attempt to nurture the relationship from there. The logic makes sense. You may not get another shot at real voice time until the lead is actively ready to list.
The problem? Email is becoming less effective by the year. Between spam filters, crowded inboxes and AI-powered screening, phone and email alone just aren’t enough to build a relationship anymore.
You need a better way to stay top of mind and build a relationship.
Where most agents miss: Separating prospecting from content
This is where most agents typically fall short. They treat circle prospecting like a disconnected task: Make the call, send the email, move on. Separately, they create content, hoping it will build their brand over time.
But modern lead generation doesn’t work in silos. It needs continuity. You want every touchpoint — call, email, content — to reinforce the same message and build toward conversion.
The content is the follow-up. It’s how people get to know you when you’re not in their inbox or showing up as a missed call.
The 2025 playbook: How I combine prospecting with content
Here’s how I run circle prospecting today.
Before I make a single call, I record a short video about something hyperlocal. It doesn’t need to be fancy, just real, relevant and valuable to the people in that neighborhood: a new coffee shop, a park renovation and school zoning updates. The point is to show you’re informed and plugged into their area.
I post the video to my social platforms and copy the direct link. Then I start calling.
If the call goes well, I’ll try to follow up with an email and ask if it’s okay to stay in touch. If they say yes, I follow with,
“Hey, I made a short video about something happening in your neighborhood. Want me to text it over to this number?”
Most say yes.
Now I’ve created three points of contact: phone, email and social content. I’m not pushing for a listing. I’m giving them something worthwhile — something that makes my follow-up natural and relevant.
If they decline the email, I’ll still offer the video via text. Many people are hesitant to share their email address, but they’re fine with receiving a link via a phone number they’ve already provided.
While I’m making calls, I track who I’ve sent the video to. After the session, I added all of those contacts to my phone.
The real magic: Social platforms start working for you
Here’s where this gets powerful.
Once someone opens that video link, social platforms start connecting the dots. If they’ve got your number or email in their contacts, Instagram, Facebook and others will start showing them more of your content, even if they’ve never followed you.
Instagram states this in its user agreement.
Now, without doing anything else, your face, voice and videos are showing up in their feed. You’re no longer just a cold call; you’re providing value regularly.
The real goal: Don’t cold call, warm them up first
This is where modern prospecting wins. You’re not just checking boxes. You’re building familiarity through content, timing and positioning.
By the time you follow up again, they will have seen your face. They’ve heard your voice. You’re not a stranger; you’re a known local expert in their digital world and have also proved you understand digital marketing, which is a great selling point on the listing presentation.
Arrive early, bring value. Repeat
Circle prospecting isn’t outdated; it’s just not being utilized correctly in the digital age.
To succeed in today’s market, you need more than just a dialer and a templated follow-up email. You need a system that builds awareness, creates familiarity and earns trust before your competitors even show up.
The agents who stay top of mind are the ones who consistently deliver local, relevant value. And when it’s time to list, they’re the only call that makes sense.
That’s how you win. Not by chasing more leads, but by being the one they remember.
Josh Ries is a real estate broker and a lead generation consultant. You can connect with him on TikTok and Instagram.
