#25 RE Prospecting - The "Mary Kay" rule for Real Estate

Hi ,

I was sitting at my kitchen table last week, early morning, coffee in hand, thinking about something that happened years ago when I was still figuring this business out. I had just lost a listing to another agent, someone who, honestly, wasn't as prepared as I was (at least that’s what I still tell myself). But here's the thing: she had something I didn't. She had been showing up in that neighborhood for months. Not selling. Just showing up. Dropping off market updates. Saying hello at the mailbox. Asking about the kids. When the seller was ready, she wasn't a stranger. She was already trusted. 

That moment taught me something I still carry today: prospecting isn't about being the best closer. It's about being the most consistent presence. Something I've also learned by showing up on social media consistently as well. The agent who wins the listing is often the one who was there before the listing existed. So here's your takeaway, pick one neighborhood, one farm, one community group, and commit to showing up there every single week for the next 90 days. In person and on social media. Not to sell. Just to be known.

Which takes me to a thought…there's this idea I come back to all the time, and it's simple but powerful: imagine every person you meet is wearing an invisible sign around their neck that says, "Make me feel significant." I didn't make that up, it's from a set of principles that have shaped how I lead and how I teach (it’s inspired by what Mary Kay would say, “Make me feel Important”). But it hits different when you apply it to prospecting. When you call a FSBO or knock on a door or follow up with a lead, are you making them feel like a number? Or are you making them feel like they matter? Because people can tell the difference. They can feel it in your voice, in your follow-up, in whether you remembered what they told you last time. The agents who build real businesses, ones that last, are the ones who treat every conversation like it matters. Because it does. Your action step: before your next call or meeting, pause and ask yourself, "How can I make this person feel seen and heard?" That one shift will help you attract more people naturally.

I talk to a lot of agents who are overwhelmed by content. Especially in December when more people seem to feel the extra pressure of the holidays. They know they should be posting videos, but they don't know what to say. They freeze up. They overthink it. Here's what I tell them: you don't need to be a content creator. You just need to be helpful. One of the simplest frameworks I use is this, three videos per listing. One is a walk-through with no talking, just trending audio. One is you standing in the kitchen or by the best view, giving a quick insight about the home. And one is about the lifestyle, grab coffee nearby, show the local park, make it feel like a day in the life. That's it. You're not trying to go viral. You're trying to be useful and familiar. You're trying to show people what it's like to live there. 

So here's your challenge: next listing you get, shoot those three videos before the sign even goes up.

As the new year creeps up on us I know you’ve been thinking more about what’s next in 2026. So here it is: One thing I've learned over 22 years in this business is that tactics change, but principles don't. You can learn the newest AI tool, the latest script, the hottest lead source, but if you don't have a foundation of integrity and service, none of it sticks. I've watched agents chase shortcuts and burn out. And I've watched others build quietly, consistently, and end up with businesses that run for decades. 

It's showing up the same way whether someone's watching or not. It's doing what you said you were going to do. It's helping people even when there's no commission on the line. That's what "the Y stands for You" really means, it's about putting the person in front of you first. So ask yourself: who can I help this week without expecting anything in return? Go do that. And watch what happens.

I want to leave you with this. Real estate isn't about houses. It's about people in transition. People making big decisions. People who are scared, excited, uncertain, hopeful, sometimes all at once. And they're trusting you to guide them through it. That's not a small thing. When you prospect with that mindset, everything changes. You're not chasing leads. You're offering help. You're not pitching. You're listening. You're not just building a business, you're building something that matters. So keep going. Keep showing up. Keep learning. Keep serving. And remember: you don't have to be perfect to make a difference.

You just have to be present, consistent, and real. That's enough. That's always been enough.