Realtors: You'll never have a lead problem after this

Summary

In this insightful episode, the hosts address a common challenge faced by real estate agents: the struggle with lead generation. They emphasize the importance of a multi-layered approach to prospecting, moving beyond one-dimensional tactics like single calls or emails. The discussion highlights the necessity of understanding the business as a whole, setting long-term goals, and developing a strategy to avoid running out of potential clients. The hosts also stress the significance of belief in one's ability to sell, the effort required to succeed, and the value of self-accountability in achieving consistent results in the real estate industry.

Takeaways

• 📈 Lead Generation Mindset: The script emphasizes the importance of changing the mindset from 'I don't have enough leads' to understanding that with a strategic approach, there will always be people to talk to.
• 🔄 Multi-Layered Approach: Agents should not be one-dimensional in their lead generation efforts. They need to employ various methods such as calling, texting, emailing, and door knocking to increase the chances of making contact.
• 📞 Persistence in Contacting: Successful agents will call a new lead multiple times within the first few days of acquiring the lead, demonstrating persistence and the importance of repeated attempts.
• 🏠 Door Knocking Effectiveness: The script suggests that door knocking is one of the most effective methods for generating leads, despite not being the most efficient.
• 🤔 The 'Now' Business Misconception: Real estate is not a 'now' business where immediate transactions occur. It requires patience and consistent effort over several months to build a successful pipeline.
• 🎯 Targeted vs. Wide Net: Instead of casting a wide net with many low-effort contacts, agents should focus on fewer leads and make multiple, high-effort contacts to increase the chances of conversion.
• 💡 Creative Problem Solving: Agents should think creatively about how to get in touch with potential clients, such as using social media, public records, and personal referrals to find common connections.
• 🚀 High Effort for High Reward: The script highlights that top producers in real estate invest significant time and effort into their business, often spending several hours a day on lead generation.
• 🔑 Belief and Conviction: Having a strong belief in one's ability to sell a property and the conviction to follow through with multiple contact attempts is crucial for success in real estate.
• 🔄 Consistency Over Time: Consistent effort in lead generation and following up with leads is more important than sporadic, high-volume attempts that lack persistence.
• 🛠 Skill Development: Along with effort and belief, developing the necessary skills for lead generation and conversion is key to becoming a successful real estate agent.

Q & A

What is the common issue that real estate agents face when it comes to lead generation?

The common issue is that agents often feel they don't have enough leads or people to call, which they believe limits their business opportunities.

Why do agents often struggle with the concept of 'now business'?

Agents struggle because they often misunderstand the nature of real estate transactions, expecting immediate results similar to other industries, whereas real estate typically requires a longer-term approach.

What is the main mistake agents make in their approach to lead generation?

The main mistake is taking a one-dimensional approach, focusing on a single method of contact without diversifying their strategies or sources of leads.

Why is a multi-layered approach important for effective lead generation?

A multi-layered approach increases the chances of making contact and engaging with potential clients by using various methods and sources, rather than relying on a single method.

What is the 'video sniper text' mentioned in the script?

The 'video sniper text' is a strategy where agents send personalized video messages to potential clients, aiming to create a more engaging and memorable first impression.

How does the concept of 'sorting gumballs' relate to prospecting in real estate?

It's a metaphor for the process of sifting through many unmotivated sellers (blue gumballs) to find the motivated ones (red gumball) who are ready to sell their homes.

What is the significance of door knocking as a lead generation strategy?

Door knocking is highlighted as an effective strategy because it often requires fewer attempts to generate a quality lead compared to other methods, despite not being the most efficient.

Why is it recommended for agents to diversify their lead sources?

Diversifying lead sources helps agents to mitigate risks associated with market shifts and competition, and it can also lead to less friction and rejection in the sales process.

What is the 'success triangle' mentioned in the script, and why is it important?

The success triangle consists of belief, skill, and effort, with accountability at the center. It's important because it outlines the key components needed for an agent to be successful in real estate.

How does the script suggest agents should approach their daily activities in terms of lead generation?

Agents should spend a significant portion of their day proactively generating high-quality conversations through various methods, rather than just the bare minimum.

What is the impact of consistency on an agent's long-term income in real estate?

Consistency is crucial as missing key days of effort can significantly reduce long-term income, emphasizing the importance of regular and persistent lead generation.

Outlines

00:00

📞 Lead Generation Challenges and Strategies

The video script addresses a common issue among real estate agents who feel they lack sufficient leads. The speaker suggests that this mindset can be transformed through a lead generation masterclass. They emphasize the importance of understanding the business holistically, setting long-term goals, and having a strategy. The episode aims to change the perspective on lead scarcity and highlights the mistake of a one-dimensional approach to lead generation. The speaker proposes a multi-layered approach to create conversations and stresses that prospecting is a marketing activity with the goal of finding motivated homeowners to sell.

05:00

🔄 The Multi-Layered Approach to Prospecting

This paragraph delves deeper into the multi-layered approach to lead generation, contrasting it with the common one-dimensional method. The speaker argues that successful agents do not just call or message potential clients once. Instead, they employ various methods such as video texts, social media messages, direct mail, and cold emails over several days. The emphasis is on the frequency and variety of attempts to contact leads, which significantly increases the chances of making actual contact and securing listings. The paragraph also touches on the importance of having a strong belief in one's ability to sell and the necessity of high effort in lead generation.

10:01

🚪 The Efficacy of Door Knocking and Deep vs. Wide Prospecting

The speaker discusses the effectiveness of door knocking as a lead generation strategy, suggesting it requires fewer attempts to generate quality leads compared to phone calls. They challenge agents to focus on a multi-layered approach, including door knocking, for a month and track their results. The paragraph also addresses the idea of 'now business,' suggesting that real estate is not a 'now' business where immediate transactions are common. Instead, it requires patience and consistent effort over several months to achieve success.

15:03

💰 The Reality of Real Estate Business and Patience

This section of the script highlights the misconception that real estate is a 'now' business and emphasizes the need for patience. The speaker points out that most agents have financial pressures and may underestimate the time and effort required to be successful in real estate. They compare real estate to other industries, noting the differences in transaction speed and the effort required to secure deals. The paragraph also discusses the common background of agents, suggesting that many enter real estate not by choice but as a second option, and that success often comes to those who have paid their dues in other industries.

20:04

🔄 Diversifying Lead Generation for Long-Term Success

The speaker encourages agents to diversify their lead generation strategies beyond just for sale by owners (FSBOs) and expired listings. They argue that focusing solely on these sources can be challenging due to high competition and the nature of real estate transactions. Instead, agents should consider targeting other segments such as downsizers, properties free and clear of liens, and absentee owners. The paragraph also stresses the importance of building a pipeline with less competitive lead sources to ensure a steady flow of listings in the future.

25:05

🕒 The Importance of Consistent Effort and Time Management

The final paragraph addresses the issue of effort and consistency in real estate lead generation. The speaker criticizes agents who claim to do everything possible to succeed but only spend a minimal amount of time on proactive lead generation. They advocate for a time audit to assess how much time agents actually spend on acquiring clients and suggest that most are not putting in the necessary work. The paragraph concludes with the idea that success in real estate comes from consistent effort, treating the business seriously, and avoiding distractions.

Keywords

💡Lead Generation

Lead generation refers to the process of finding and nurturing potential customers for a business. In the video's context, it is a critical strategy for real estate agents who are looking to secure clients and listings. The script emphasizes the importance of not being one-dimensional in approach, suggesting that agents should utilize multiple methods to generate leads, such as calling, door knocking, and social media outreach.

💡One-Dimensional Approach

A one-dimensional approach in the script refers to the strategy where agents focus solely on one method of lead generation, such as calling expired listings or for sale by owners (FSBOs). The video suggests that this is a mistake because it limits the potential for finding motivated sellers and does not leverage the full range of marketing activities that could yield better results.

💡Prospecting

Prospecting in the real estate industry is the act of searching for potential clients who are interested in selling their property. The script describes it as a marketing activity with the goal of finding motivated homeowners. The term is used to highlight the importance of a multi-layered approach to identifying and contacting potential sellers.

💡Pipeline

In the context of the video, a pipeline refers to a sequence of potential clients or deals that an agent is working on, which can lead to future business. The script mentions that agents often lack a pipeline and need to focus on building one through consistent and diverse lead generation strategies.

💡Multi-Layered Approach

A multi-layered approach is a strategy that involves using various methods and tactics to achieve a goal. In the script, it is suggested as the best way to generate leads, implying that agents should not rely on a single method but should combine phone calls, direct mail, social media, and other forms of contact to increase the chances of success.

💡Expired Listings

Expired listings are properties that were previously listed for sale but did not sell and have come off the market. The script discusses the common practice among agents to call these leads, but also points out the need for a more persistent and varied approach to convert these leads into business opportunities.

💡For Sale By Owner (FSBO)

FSBO stands for 'For Sale By Owner,' which is when a homeowner attempts to sell their property without the assistance of a real estate agent. The video script mentions FSBO as a common lead source for agents, but also highlights the challenges and competition associated with this lead generation strategy.

💡Marketing Activity

In the script, prospecting is described as a marketing activity, meaning it is a way to promote and find potential customers who are motivated to sell their homes. The goal is not just to make contact, but to find the right leads that will result in sales.

💡Motivation

Motivation, in the context of the video, refers to the reasons and willingness of a homeowner to sell their property. The script emphasizes that the goal of prospecting is to find homeowners who are motivated to sell, as they are more likely to convert into clients.

💡Accountability

Accountability in the video is discussed as a crucial component of success in real estate. It refers to the responsibility one has for their actions and results, and the script suggests that top producers have a high level of self-accountability, which drives their consistent efforts in lead generation and client acquisition.

💡Success Triangle

The success triangle mentioned in the script is a concept that includes belief, skill, and effort as its three corners. It suggests that a balance of these elements is necessary for an agent to be successful. The script uses this concept to emphasize the importance of not just knowing what to do (skill), but also having the belief in one's abilities and the effort to execute those skills.

Highlights

Agents often feel they don't have enough leads, a common issue discussed in the episode.

The importance of understanding the long-term goal and having a strategy for lead generation.

The common mistake of agents taking a one-dimensional approach to lead generation.

The concept that prospecting is a marketing activity aimed at finding motivated homeowners.

The need for a multi-layered approach to creating conversations for effective lead generation.

The ineffectiveness of calling leads just once or twice and then giving up.

The strategy of calling new expired or for sale by owners multiple times on the first day.

The use of video text messages, social media, and direct mail as part of a comprehensive lead approach.

The exponential increase in contact likelihood with multiple attempts and methods.

The necessity of having a strong belief in one's ability to sell a property for effective lead conversion.

The idea that agents need to treat each lead generation activity as if it's crucial for immediate success.

The suggestion to go deep with fewer leads rather than wide with many, especially with high competition leads like expired listings.

The importance of patience and understanding that real estate is not a 'now' business for quick transactions.

The challenge for agents to track their lead generation efforts and the outcomes over 30 days.

The argument that agents should diversify their lead sources to avoid being one-dimensional.

The impact of consistent effort in lead generation and the power of not missing key days of work.

The role of self-accountability as the highest level of accountability for top producers.

Transcripts

so one of the agents we're we're

coaching

um brought up something that I think is

super common that I want to talk about

in today's episode and that is this that

this agent just feels been like you know

I just don't have enough leads I don't

have enough people to call uh I get

questions like that all the time on

YouTube too you know I'll post um I'll

post a video maybe talking about for

sale by owners or expired listings and

in the comment section 100% of the time

it's like well I just don't get that

many expired in my market and so uh who

else am I supposed to call if I want

business right now and so it's a it's a

thing that I think most agents really

really struggle with and what I think

today's episode's going to turn into is

probably like a lead generation master

class in that when we walk through what

we're about to go through I think people

will look at this whole mindset of I

don't have enough leads they will look

at that completely differently at least

that's my goal and and I'm sure you see

this all the time too right 100% yeah

and and I think really we'll just unpack

this point by point but in a nutshell

it's um just just really understanding

your business as a whole what is the

long-term goal and having a strategy and

if we set that up ahead of

time and we really attack this the right

way you're never ever to your point

going to run out of people to talk to

yeah that's exactly right so let's let's

first talk about this idea

of Agents taking the approach of lead

generation and being

one-dimensional so here's here's I think

the biggest mistake that I'm seeing that

that agents are making when it comes to

lead generation is they say okay I need

what they call now business I get it

most agents in the business need now

business because they don't have a

pipeline and for a lot of different

reasons maybe we'll get into that maybe

we won't but most agents take a

one-dimensional approach to lead

generation what what does that mean that

means that if they're going to go after

let's just say new for sale by owners

and new expired listings they might call

them once or twice not get in touch with

them and say well I have no one to talk

to and from a coaching perspective I'm

not surprised and so they have to take a

multi-layered approach to creating

conversations the thing that I think a

lot of Agents misunderstand is that

prospecting actually is a marketing

activity it's a marketing activity

meaning that the goal of prospecting is

to is to find a homeowner who has the

motivation to sell their home that's the

goal of prospecting it's like you and I

have always talked about it's like

sorting gumballs right it's like going

to the gumball machine that's filled

with blue gumballs with the promise of

finding the red gumball and it's like

nope blue Gumball blue Gumball blue

Gumball blue Gumball and so so what is

the point the point is if the goal of

prospecting is really just a marketing

uh um it's a marketing activity they

call it t marketing for a reason right

and so if that's the goal we have to

look at this and say okay we need a

multi-layered approach if I'm going to

have enough of these conversations to

find somebody with motiv to sell a house

so that I can get into the sales process

and the sales process picks up when you

find somebody who has the motivation to

sell does that make sense 100% yeah just

the simplest way I'm sitting here and

think about is a billboard you're

marketing to masses telemarketing it's

one to one one at a time yep that's

exactly right so let's just look at the

the new what I think is the most common

when we talk about getting new expired

listings and new for sale by owners it's

probably the most common lead pillar

when it comes to prospecting that most

agents think about and so let's give

some examples of what I mean by

multi-layered approach so if you're just

going to let's just say you get a new

expired lead and you're just going to

pick up the phone at 8:00 a.m. and call

that person once or twice my belief Ben

is that you shouldn't even you shouldn't

even make the call if that's what you're

going to do and think that that approach

is going to get you enough

conversations based on your competitors

it just won't save yourself the time

save yourself the the the the emotional

frustration that you're going to have

when it comes to prospecting if that is

all you're going to do because what I'm

about to walk through is what agents

that have a lot of success actually do

so I can give agents some perspective

because I think they don't know what

their competitors are doing to actually

convert an expired listing or for sale

by owner I think that would be really

helpful if we if we shared that so A

multi-layer approach and I'll get your

thoughts on this Ben in in a second

would be this is what people listening

to the show this is what your

competitors are doing so yes they are

calling for sure absolutely that is part

of the process but they probably call a

new expired or a new for sale by owner

call it four to six times on the first

day that thing hits the market they're

going to show up uh and knock on that

person's door they're going to send that

person a video textt message we call it

the video sniper text they're probably

going to send that person some type of

direct message via social media on

Facebook Instagram or LinkedIn or all of

the above they're uh they're they're

probably going to have something go

through the mailbox so they can reach

them via that methodology as well

they're probably going to send them a

cold email as well this is all going to

take place over the first 3 to 5 days

that a new expired listing comes into

the marketplace and so when you look at

the multi-layer approach any any person

with any type of marketing experience

would tell you that it is about the the

the depth at which you go from an

attempts perspective that will determine

whether or not you ever make contact or

not versus let's just say you've got 10

leads if you were to attempt to contact

all 10 leads once

and go wide it's not going to work very

well versus having those 10 leads and

attempting all 10 leads 10 different

times versus with 10 different

methodologies the likelihood of making

actual contact with that person goes up

uh uh exponentially more and so when we

talk about a multi-layer approach that's

what I'm referring to you know what are

your thoughts on on that first

point how hungry are you is what comes

to mind because you say you need now

business you you say you

want a check tomorrow right well why are

the agents that are having a lot of

closings each month doing 10 times the

activity like how bad do you want this

yeah what would you do if you had to get

in touch with somebody that that's what

just comes to mind and the way that you

outlined it if I have to get a hold of

somebody I shoot I'm I'm going to knock

on their door I'm going to try calling

them I'm shoot let me try Facebook let

me try this and you sit there with a

list of people to

call you don't get a hold of them and

then you just say well I guess this

doesn't work right what would you do if

you had to get like treat each one of

those like I have got to talk to this

person um just we we talked so much

about the success triangle we have

belief we have effort we have

skill okay we can give you all the

skills right right now you're talking a

lot about effort but if you don't have

the belief as well layered on top of

this you're you're only going to be as

weak or as strong as your weakest link

in that success triangle so I think it's

helpful to kind of just with that

mindset as we attack the skill and

effort side that you're talking about

with it all um that's really going to

connect it all for you and get you those

results that's a really good point when

you talk about the belief because you're

you're you hit youal you brought

something up that I didn't even think

about which is if an agent doesn't have

the belief that they can actually get

this property sold like we're talking

about true conviction One agent says I

need to get a hold of this person

because I know I can sell that house I

know that neighborhood um I know I can

sell that house it is insane that that

home failed to sell I know I can sell it

I'm I need need to get a hold of this

person I can really help this person out

I know I can help them versus the agent

who's you know filled with fear

insecurity doubt you know I I don't even

know what I would even say to that

person if I even got him on the phone I

don't hell I I don't know what I would

do Ben if I even got to the home to

demonstrate how I would even attempt to

to sell their home any differently than

any other agent I don't know that I

don't believe that and so thus their

effort shows up in a way that is very

very low that's a really really good

point for the audience to take away the

other thing is you're exactly right if

you had to get in touch with this person

what would you do and if you are in the

audience to Ben's Point you'd sit there

and come up with a lot more creative

ideas than just call one

time I I I guarantee it if you had to

get in touch with this person if there

was the best insired listing lead that

came up in your neighborhood you knew

the property you knew the neighborhood

you were super confident if you had to

get in touch with that person what would

you do and you'd come up with a lot more

than I just brought up like another one

that's really good is to is to go into

the public record search for the

property owner put them in Facebook and

see who you have friends in common reach

out to the person that you know and see

if you can get a personal referral see

if you can get a personal introduction

this is a another L another approach

that most agents don't take chances are

if you're selling real estate in the

city in which you live you probably are

going to have someone in common not

always not always I can just see people

in the comments section well what if I

don't we just gave you I don't know five

10 different ways to make contact

contact and so the point is going deep

versus wide if it if you're going to

focus on what we would consider now

business and expired listing or for sale

by owner I'm going to make the argument

that you go deep versus wide now an

approach we're going to talk about in a

second might contradict that and I'll

and I'll tell you why in just a minute

but if you're going to go after now

business the downside of that fsbos and

expired is the level of competition

you're going to have so if you're going

to make those lead sources work you're

going to have to go deep not wide that

means this that means that rather

than if you get 10 20 expired a week

rather than calling all of them a few

times and then saying well I get what I

get select less of those leads and focus

on a higher contact attempt approach

over a longer period of time and your

results will be a lot better that's what

I would say when it comes to for sale by

owners and

expired most agents I see if I go Shadow

an agent here's what I see maybe they

get their leads from a Vulcan 7 which is

where we recommend you get this type of

data from they load up the dialer at 8:

a.m. they hit start and whatever

contacts they get from that activity is

what they get for the day I'm like well

that's

it well yeah what else should I be doing

right they're doing exactly what

everybody else is doing so I think you

brought up a lot of good

points I think too just with with the

point you just made uh

we this is going to be hopefully not

derail people or you know we're talking

about not being one-dimensional if if

you've gotta really go after

somebody and you're talking about

contacts and you are going after expired

you're going to have less but if you

have the right ones the goal is to get

the listing to get the appointment so

let's just not lose sight of that

because if you made one call you made

one appointment do you and you get one

listing do you care how many contacts

you made no that's a second factor that

we factor in right so if you really are

going

super deep on this and you're talking to

the right people you might not need to

make 40 contacts every day 50 contacts

yeah no it's such it's another great

point you bring up because it's like

when we talk about average contact rates

and average

conversions that's why I have a lot of

the agents that I coach Ben I'll ask

them to say listen how many times if

you're going after these expired

listings as part of your lead generation

strategy how many doors are you showing

up on because we know with door knocking

just as an

example you don't first off you don't

have to have as many attempts and you

don't need as many conversations to

generate one quality lead certainly when

it comes to listing appointments set

door knocking is probably the most

effective now I get it's not the most

efficient I didn't say efficient I said

effective to your point here's the

challenge I would give every agent

that's that's listening to this if

you're going to go after expired and for

sale by owners if you're going to do

that we talked about having a

multi-layered approach but I would

challenge every single one of these

agents to say

okay go and make door knocking one of

your focuses of the of of your approach

for the next 30 days and track it and

see what happens go and track the number

of conversations to lead generated that

ratio and I bet you it's way better than

phone call to lead generated that'd be

number one number two then go track

conversation or or or yeah lead to

appointment set ratio bet you it's way

better than 20% that's what we see over

the phone listen I love the phone I grew

up on the phone I'm a huge phone guy

right I'm just saying having a

multi-layer approach okay so we talked

about for sale by owners we talked about

the the now business the last point I

want to make on now and then I'm going

to shift gears and talk about a

different lead pillar in a second is

is this mindset or understanding about

what now means you see this is the other

issue that we have with our industry is

a lack of

patience I understand that most of the

agents in this business have money

problems and the reason why they have

money or or because of they have because

they have money

problems they behave in a way that hurts

them even more it pushes them even

further and further and further away

from actually making money with the need

and the desper and all that stuff that

comes with

it the problem with our industry is we

are not in a now business uh we're not

in a now type of transactional Industry

selling real estate as everybody already

knows is not like selling Widgets or

cell phones or even insurance or even

mortgages for that matter because when I

was in the mortgage business Ben you

could call any homeowner that had a

mortgage and potentially look at a

refinance today you could like make

sales today off the first Contact like

that's what we do you know what I mean

that's why um real estate is so

difficult to find a deal it's not like

Insurance even when we had our insurance

company you could call anybody who owned

a home or a car and look at uh redoing

their their insurance if you could give

them better coverage and lower their

overall Insurance exposure and cost dude

you could get deals every day we did get

deals every single day it was way way

easier and so my whole point in this is

that this whole idea of now

business you're not in an industry where

you're getting paychecks as you guys all

know like okay I got to get paid Friday

dude this is going to take a couple

months of

of an from an effort perspective that

you're probably underestimating quite

frankly it's probably going to take you

three to six months of doing really

difficult work for you to have any type

of real consistency and that 3 to 6

months is is a price that I think Ben

most agents uh say they're willing to

make but rarely do I don't know if you

see it differently but I don't know what

your thoughts are on

that well something we've kind of as a

sidebar talk a lot about is how did you

end up in this

business and I would argue now I know

there's there's going to be people that

don't fall in this but I would argue

most people did not end up in real

estate by

choice it was a second option it was a

it was a alternative nobody said at six

years old I want to grow up and be a

real estate agent right nobody dresses

up as a real estate agent for Halloween

I'm sorry maybe a few people do uh as an

adult as a joke but um that's my point

how did you end up here and now you're

getting into a profession and you want

to make a lot of money when other people

in that can make this kind of money are

going to school for five six eight 10 12

years yeah so that that's just kind of

the first piece yeah and then they come

out of school and then they have like on

the job like you know uh training and

and they have to do certain things you

know I think you make a really good

point Mo most agents have the ambition

to earn what an orthopedic surgeon earns

you know it's rare that you and I would

bring on a coaching client and they say

yeah I'm looking to make 50 60 Grand a

year you never hear that you know it's

always I want to make 100 150 200 250

500,000 million dollars a year always

these huge huge huge huge numbers and

then you say okay well when you look at

the type of people that make that type

of income and you look at like how they

behave and what they do um I think a lot

of people have a lot of work to do with

looking in the mirror you know yeah so

and do we have some people that

are young people that come in we coach

and they hit the ground running and they

do really really well absolutely but I

would argue more often than not people

that get into real estate and they hit

the ground running and they have a ton

of success it's because they paid their

dues somewhere else right A different

industry life experience whatever it is

and then we just give them The Playbook

but they have the character traits the

beliefs and everything else that they

need to just soar and they do that's

what I just wrote down what's that

character

traits that's the difference so not to

get into that too much but you're

exactly right it's

like the people that hit the ground

running yeah they they come right into

this thing and their effort you know I

just I just had an agent on on the

podcast last week you know Cade you know

and we spent I don't know a good 45

minutes going through his entire

business to show people that are getting

into this business or they're not

earning multiple six figures a year and

one of the things he said is that he

spends six hours per day in lead

generation so the question goes back to

how we started off the episode if you

really wanted and you really had to make

this thing work and you really had to

succeed in this business what would you

do to make it work you do everything you

possibly could but what do we see we see

people that do the Bare Bones minimum

Bare Bones minimum and then say it

doesn't work you know one of the best

quotes I've ever heard I posted this on

Instagram the other

day is oh you can't not be consistent

and say it doesn't

work it's like the best thing ever right

it's like you can't try something a

couple times and then say it doesn't

work okay so let's let's keep going so

we talked about fsbos and expires having

a multi-layer approach the other thing I

would I would tell people is that um

oh having a

more diverse or having some diversity uh

uh in your lead generation it's like

don't we talk about the other part of

being onedimensional

is if you're just going after fsbos and

expires because you think it's the the

now business there's a lot of challenges

with that business model a ton right we

talked about the level of competition

there's a lot of other challenges with

it as well but if you don't have any

like um if you're not going to diversify

I said diversity but diversify uh your I

guess it's the same thing really if

you're not going to div diversify your

lead generation and you're just going to

be in this onedimensional world and you

don't have a lot of skills you don't

have a deep rooted belief and you don't

have a lot of effort again I might argue

like well why are we just going after

the hardest lead sources to convert why

wouldn't we diversify a bit why wouldn't

we start to go after maybe some

downsizers wouldn't we go after maybe

some some properties that are in your

Market that are free and clear why

wouldn't we go after some absentee

owners you know why wouldn't we be

focused on like a just sold campaign or

a bullseye prospecting campaign where

there's zero competition and you could

find yourself getting into good

conversations with homeowners that may

want to sell their home easier less

friction less rejection less competition

and start to build out a pipeline so

that in three to six months you have

really good listings at great price

points in the areas in which you want to

work without having to deal with all the

downside of just being a one-dimensional

uh uh business with just for sale by

owners and expired you know what I mean

100 per. yeah because if we want to go

after something that is now business

right and we run out of people to

call if you do nothing you're gonna get

nothing but if you layer on the next

best thing you have a high high chance

of getting some now business even though

it's not a long-term now based business

strategy that's the effort the contacts

are going to

outweigh uh not doing anything if that

makes any sense yeah I mean it's like

okay well if you're going to spend maybe

a couple hours going after for sale

Byers and expired and you're going to

tell me Brandon I need to get paid as

fast as possible and I don't have any

listings I don't have any clients then

I'm going to say okay just like the

conversation that I shared with Cade

it's like okay if you're going to do

this full-time you really going to make

this work and you're going to work 8 10

12 hours a day for the first three years

what are we doing with the other 10

hours a

day I've always said you're either on an

appointment trying to earn a client's

business or you're looking for one yeah

but that's not what I see again I Shadow

an agent I put up the stopwatch and I

say okay how much time are you spending

generating qual uh like in in client

acquisition lead generation and it's

very very little versus the time they

spend doing God knows what you know and

I posted a video last week on doing the

time audit right and saying okay well

let's track this for 30 days how much

how many hours per day on average are

you spending actually generating high

quality conversations most agents you

know when we do that exercise we find

out they're spending less than one hour

per day Ben less than one hour per day

in proactive lead generation that would

lead them to earning money and then they

have the

audacity the audacity to say dude I'm

doing everything possible to I'm like

wait a minute you're doing everything

possible to make this work for your

family no no no let's let's give a

really uh committed effort over the next

30 days and people will be shocked when

they start to really track this stuff

they say wow I wasn't even I wasn't even

scratching the surface from an effort

perspective cuz I think most agents

vastly

underestimate the amount of effort it

takes just to be average in this

business you

know 100% And you you look at people

well you did it you've shared this story

many times you go follow a top producer

you sit down with them and you're like

all right cool give it to me what's the

secret I got to hear it and he's like

yeah sit there you can watch for the

next six hours and see what the secret

is and you're like oh wow he's doing

you're sitting there waiting you're

waiting you're waiting you're waiting

when am I gonna see it keep going no I'm

I'm your spot on you sit there you watch

you listen and you're like man he's not

even that good he's not even that good

I'm better than he

is but guess what he's just doing it and

he's doing it every day without doubt

and I think we have we we we get into

this business for the freedom

right

and something comes up and we get

distracted we do it and and we don't

treat this like we're clocking in and we

have to be there right I'm not like I I

don't want to go down that tangent but

anyway that's it you you just got to do

the work you got to show up you have to

be consistent go back to that Financial

video you showed of missing the top 10

days the power of missing a day and what

that has effect on income long term it's

it's just insane yeah and I'll link to

that video uh in the description Ben

because that's a really good point and

you hit it knowing versus doing you know

again I used to have agents Shadow me

all the time I say all right well uh

you're not going to like what you see

well what do you mean what do you mean

what do you mean what do you mean it's

like well come on come on over come hang

out you know

and it's exactly what you said it's the

agent saying well well I know you didn't

do anything that I didn't know I should

that I didn't know how to do I'm like I

know that's not the point you missed the

point I'm doing the things that you know

you should be doing that you're not

that's the only difference you know it's

the disease of knowledge it's like well

I know that so that can't be the secret

well I've heard of that that can't be

the secret and we're searching for

information where the results live in

the doing and that's where it's all

being missed and so you know just to to

to put a cherry on top of this thing

it's like listen first off you have to

take a multi-layer approach to to lead

generation right we've always said have

three to five different sources of

business don't just go after one source

of business because as Market shifts

you're going to be in trouble that's

number one number two take the same

multi-layer approach to generating

conversations so whatever the sources of

business are going to be and hopefully

you have three to five of those sources

of business you should then have three

to five different ways of contacting

those lead sources not just one it's not

just text it's not just Direct mail it's

not just calling it's not just door

knocking it's not just direct messaging

it's not just emailing it's not just one

it's a multi uh approach to lead sources

and then a multi approach to convers or

generating those conversations Ben

agents don't do those two things as a

result of this episode they

won't I believe they won't ever say I

don't have any people to talk to ever

again any last thoughts on that yeah I

I'll I'll put a bow on on kind of my

belief point point of we come back to

this success triangle that you talk

about all the time right we talked about

the three belief skills and effort in

the middle is accountability right so as

you get started a lot of times there's

different layers of accountability

people come to us for the the coach

accountability right through getting

coaching through being in our community

they get kind of that peer

accountability right which is another

layer through our challenges and

accountability groups role all that the

last and the highest level of

accountability is self- account

accountability those top producers they

don't need anybody to tell them to show

up right the coach gives you these

tactics right Brandon will lay it out

step by step exactly what to do he'll

build those beliefs with you through all

of that and then through all of that

over time you get to that highest level

where nobody has to tell you what to do

ever again you do it for yourself and

that's really where we see people

they're Unstoppable