#20 RE Prospecting - Six Lessons I Keep Coming Back To

Hi ,

I was talking to an agent last week who told me she hadn't posted on Instagram in three weeks because she "didn't have anything good to say." I get it. Some days you wake up and the content ideas aren't flowing, the motivation isn't there, and posting feels like one more thing on an already impossible list. But here's what I've learned after 22 years in this business: the days you don't feel like showing up are exactly the days that separate you from everyone else. Your competition is also tired. They're also uninspired. The difference is whether you post anyway. Consistency isn't about being brilliant every single day, it's about being present. It's about understanding that your future clients aren't keeping track of your best work, they're just noticing whether you're there or not. So…block 30 minutes today. Post one thing. It doesn't have to be perfect. It just has to exist.

Your Brand Meets Them At Home!

Here's something most agents miss: the magazine I mailed my clients in January got seen about 300 times before they called me in June. Think about that. I spent two bucks and got 300 impressions, not from an algorithm, not from a boosted post, but from a physical item that lives in their daily routine. We've become so obsessed with digital reach that we've forgotten the power of tangible presence. A postcard gets held. A handwritten note gets saved. A small gift on the doorstep gets talked about at dinner. These aren't old-school tactics that don't work anymore, they're old-school tactics that work because nobody else is doing them. When you combine physical touchpoints with your online presence, you're not just another agent in the scroll. You're the one they remember when it's time to move. Here’s what to do this coming week: order 50 really nice stationery and write notes daily through the holidays to your past clients and let them know you’re thinking of them! 

On Teaching Instead of Selling

I used to think my job was to convince people to hire me. Now I know my job is to help people make better decisions, whether they hire me or not. Last month I posted a series of videos on real estate in California and I had a few people mention that they are already buying homes and clearly didn’t use me, but they found my content valuable. Two weeks later, one of them sent me a referral, a referral from Vegas to California! Here's the truth: when you teach, you build trust. When you sell, you build resistance. The agents who dominate their markets aren't the ones shouting about their sales volume, they're the ones answering real questions with real answers. You know this already though. They're myth busting, process explaining, and data translating in ways that make homeowners feel smarter and safer. That's the positioning that wins. So this week it’s time to shoot one 60-second video answering a question your last three clients asked you. Post it. Don't pitch anything.

On Doing the Boring Work

Nobody gets excited about updating their CRM. Nobody wakes up pumped to organize their database or clean up their contact list. But I can trace half my business back to systems I built when I wasn't busy, systems that ran in the background while I focused on everything else. The automated birthday texts. The quarterly market update emails. The simple follow-up sequences that kept me in touch without me having to remember. This is the unglamorous infrastructure that separates six figure agents from seven figure agents. It's not sexy. It's not going to get likes on social media (It might in the long run though). But it's the difference between hoping someone remembers you and guaranteeing they hear from you. The best time to build these systems is when you don't need them yet. The second best time is today. Usually the end of December is slower so I use that time to build things, find some time then or find one hour this week setting up a simple nurture sequence for your sphere, even if it's just four emails spread across a year.

You can do all this stuff and more, but if you’re not taking care of yourself none of it matters. If you've been running hard all year, you don't need another pep talk about grinding through December. You need permission to rest. I've learned the hard way that sustainable success isn't built on burnout, it's built on rhythms that include recovery. Taking a full weekend off isn't a weakness. Blocking a morning for a long walk isn't selfish. Saying no to a lead because you're at capacity isn't failure. These are the decisions that let you show up better for the clients who matter, the relationships that feed you, and the life you're building outside of transactions. 

So as this year closes, honor what you've survived, what you've built, and what you've learned. Then give yourself what you need to come back stronger in 2026. This month block one full day off or more, with no guilt. Protect it like you'd protect a closing. Your business will survive. You'll come back sharper.

Keep moving forward,