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If you’re a real estate agent constantly chasing more leads, it’s time for a reality check: You don’t need more leads. You need to work the ones you already have.
I know, I know. That’s not the sexy, motivational mantra you wanted to hear. It’s not what the lead generation companies want you to believe, either. But here’s the unfiltered truth — your lack of closings isn’t because you don’t have enough leads. It’s because you’re not following up with the ones you’ve got.
In an industry drowning in shiny objects — funnels, CRMs, AI bots, you name it — it’s easy to think your salvation lies in some magical tool that will rain closable leads down on your calendar. But leads aren’t your problem. Follow-up is. And it’s costing you a fortune.
Stop feeding the lead addiction
Leads are like junk food. They’re easy to consume, but they don’t nourish your business. Every time you chase a new batch, you’re running on the false hope that this time it will be different. This time, the leads will be easier to close. But that’s a lie you tell yourself to avoid doing the real work.
Here’s a question: How many leads do you already have sitting in your database? Hundreds? Thousands? When was the last time you contacted them?
I’m not talking about mass emails or automated texts. I’m talking about actual conversations. Voice-to-voice. Face-to-face. If you’re honest, you’ll admit the answer is “not nearly enough.”
The math you don’t want to face
Some experts say it takes an average of 8-12 touches to convert a lead. Most agents quit after two or three. That means you’re leaving money on the table with almost every lead you’ve ever paid for or generated.
Let’s say you’ve got 500 leads in your database. If even 5 percent of those are real, ready-to-transact prospects, that’s 25 potential deals. At an average commission of $10,000, you’re looking at $250,000 in untapped revenue.
And yet, instead of nurturing those leads, you’re spending your time, energy and money trying to bring in new ones. Make it make sense.
The 5 stages to acceptance with lead follow-up
Accepting that you don’t need more leads is like coming to terms with a bad breakup. It’s not easy, but it’s necessary. Let’s walk through the five stages of grief for agents addicted to lead generation.
1. Denial: ‘I just need more leads to succeed.’
This is where most agents live. They convince themselves that the next lead source will be the magic bullet. But here’s the harsh truth: more leads won’t fix bad habits. If you’re not following up on the leads you already have, why would you do it with new ones?
2. Anger: ‘Why aren’t my leads converting?!’
You start blaming the leads. “They’re bad leads.” “They’re just tire-kickers.” Sound familiar? The truth is, most leads aren’t bad — they’re just not ready yet. The problem isn’t the leads; it’s your lack of consistent follow-up.
3. Bargaining: ‘Maybe if I buy a better CRM …’
At this stage, you start throwing money at the problem. Fancy CRMs, lead routing software, automation tools. These things can help, but they’re not the solution. Tools don’t replace effort; they amplify it. If you’re not doing the work, no tool in the world can save you.
4. Depression: ‘I’ll never be able to keep up.’
When the reality of follow-up sinks in, it can feel overwhelming. You look at your database and think, “How am I ever going to reach all these people?” But here’s the thing: You don’t have to reach them all at once. You just have to start.
5. Acceptance: ‘I need to work the leads I have.’
This is where the magic happens. You stop chasing new leads and start cultivating the ones you’ve already got. You commit to building relationships, not just pipelines.
The follow-up formula
So, how do you turn your neglected leads into closings? It’s not rocket science, but it does require discipline.
1. Organize your database
If your leads are scattered across sticky notes, email folders and random spreadsheets, you’re setting yourself up to fail. Get everything into one system. Categorize your leads based on their readiness to transact — hot, warm and cold.
2. Create a follow-up plan
Consistency is king. Build a follow-up cadence that works for you.
For example:
- Hot leads: Daily or every other day
- Warm leads: Weekly
- Cold leads: Monthly
Use a combination of calls, texts, emails and social media to stay in front of them.
3. Add value with every touch
Nobody wants to be hounded by a pushy salesperson. Instead of pestering your leads, provide value. Share market updates, answer questions or offer advice tailored to their situation. Make every interaction about them, not you.
4. Track your progress
If you’re not tracking your follow-up efforts, you’re flying blind. Keep a log of who you’ve contacted, what was discussed and when you’ll follow up next. This isn’t just about staying organized — it’s about staying intentional.
5. Stay persistent
Remember, it takes 8-12 touches to convert a lead. Most agents give up after two. Don’t be like most agents. Be the one who follows through.
The bottom line
You don’t need more leads. You need to master the art of follow-up. The leads you already have are a goldmine waiting to be tapped, but you’ll never realize their potential if you keep chasing the next shiny object.
Stop blaming the leads, the market or your CRM. The problem — and the solution — rests squarely on your shoulders. Commit to working smarter, not harder. Work the leads you’ve got, and watch your business transform.
Leads don’t close deals. Follow-up does.
Chris Pollinger, founder and managing partner of RE Luxe Leaders, is the strategic advisor to the elite in the business of luxury real estate. He is an advisor, national speaker, consultant and leadership coach. Learn more about their consulting, coaching and advisory programs at RELuxeLeaders.com.
