A real estate lead generation plan is a short list of where your next clients will come from and the hours on your calendar when you'll go get them. Most agents don't need more leads. They need to talk to the people they already have. I've generated leads for our group for years, and the plan that works is simple: pick a few sources, block the time, and track the conversations. Here's how I build one with an agent.
The short answer
Pick two or three lead sources you'll actually work: your sphere, open houses, online leads, a farm, past clients or referral partners. Put call blocks on your calendar like appointments. Count real conversations, not dials. Aim for 50 conversations a week, and give every person a next step in your CRM.
Step by step
- Start with your sphere. Friends, family, neighbors, coworkers. They already trust you. See sphere of influence marketing.
- Add one "fast" source. Open houses or online leads. These put new people in front of you this month. See open house lead generation and how to call internet leads.
- Add one "slow" source. A geographic farm, a niche, or referral partners. These pay off in a year, not a week.
- Block the time. Put prospecting on your calendar before anything else. Two 2-hour blocks, or shorter chunks through the day. Our group's data shows midday and late afternoon calls connect better than early morning, so try that.
- Build tomorrow's list tonight. Hot leads, then warm, then nurture, then leads you've never reached.
- Work each lead more than once. A short list called several times beats a huge list called once.
- Log everything. Stage, note, tags and next task after every conversation. If it isn't in the CRM, it didn't happen.
- Track your numbers weekly. Conversations, appointments set, agreements signed, contracts. Know how many conversations it takes you to set one appointment.
The lead sources compared
| Source | How fast it pays | What it takes | Best for |
|---|---|---|---|
| Sphere of influence | Medium | Regular, personal touches | Everyone, especially new agents |
| Past clients | Fast for referrals | Staying in touch after closing | Agents with a few closings |
| Open houses | Fast | Weekends, prep, follow-up | New agents with no budget |
| Online leads | Fast to contact, slow to close | Speed, many follow-ups, nurture | Agents who love the phone |
| Geographic farm | Slow | Mail, door knocks, consistency | Agents who want listings |
| Referral partners | Medium | Giving value first | Agents with a niche |
A sample week of time blocks
| Day | Block 1 | Block 2 |
|---|---|---|
| Monday | Call new leads and tasks | Sphere calls |
| Tuesday | Team meeting and training | Online lead follow-up |
| Wednesday | Past client calls | Farm door knocks or notes |
| Thursday | New leads and tasks | Late afternoon call block |
| Friday | Referral partner visits | CRM clean-up |
| Saturday | Open house | Open house follow-up |
Adjust it to your life. The rule is that the blocks are real and you keep them.
How to explain it to your client (or your coach)
"My plan has three sources: the people I know, open houses, and online leads. I'm on the phone about four hours a day, mostly midday and late afternoon. My goal is 50 real conversations a week. Every person gets a note and a next task, so nobody gets forgotten. I check my numbers every Friday."
Watch-outs
- Too many sources is no plan. Two or three, worked well, beats seven worked badly.
- Dials aren't the goal. Conversations of two minutes or more are what count.
- Online leads take months. Many close six to eighteen months after they first register. Nurture them. See long-term lead nurture.
- Follow texting and calling rules. Honor opt-outs right away, and follow do-not-call rules and carrier limits. See carrier-compliant texting.
- Fair housing applies to marketing. Farm and advertise by area and home type, never by who lives there.
- Don't drop the block for a showing. Schedule showings around your call time, not over it.
Further reading
- How the Kenna Group Finds Serious Buyers for Colorado Homes on kennarealestate.com
- Real Estate Careers in Denver on kennarealestate.com
This is training for real estate agents. It isn't legal, tax or lending advice. Check with your managing broker.
Questions
What's the best lead source for a new agent?
Your sphere plus open houses. Both cost little and put you in real conversations fast.
How many hours a day should I prospect?
I coach about four hours a day until you're hitting 50 conversations a week.
Should I buy online leads?
Only if you can call within five minutes and follow up for months. Otherwise the money is wasted.
What should I track?
Conversations, appointments set, agreements signed and contracts. Dials alone don't tell you much.
How long until a farm works?
Usually a year or more of steady effort. Treat it as a long-term source.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.