Everyone wants more leads. But few stop to ask: why would someone want to work with me?
Most new brokers start with spreadsheets, ads, and rate calculators. The best ones start somewhere else: with empathy.
Because here’s the truth: people don’t want a loan. They want peace of mind. They want to sleep at night knowing they made the right decision.
Step 1: Be Clear About Who You’re For
If you say, “I help everyone,” you’ll help no one.
Our Broker Success Manual says it best: define your customer before you define your marketing. Are they first-home buyers? Investors? Self-employed dreamers trying to prove the bank wrong?
Pick one. Speak directly to them. Use their words. Feel their fears. Solve their problems.
Clarity cuts through noise. And right now, noise is everywhere.
Step 2: Build a Brand, Not a Business Card
Your logo isn’t your brand. Your promise is.
Your website, your LinkedIn posts, your emails: they’re all signals. They tell the world what kind of broker you are before you say a word.
Be human. Tell your story. Show your face. Share what you believe in.
Because when you show up as a person, people show up for you.
Step 3: Connection Beats Conversion
The fastest way to grow isn’t advertising. It’s advocacy.
Every real estate agent, accountant, or past client you meet is a potential advocate. Not because they owe you a referral, but because they trust you enough to hand their reputation to you.
The Broker Success Manual calls this “relationship marketing.” I call it being a good human.
Stop networking to get. Start connecting to give. (We call it "Give to Get")
Step 4: Create Stories Worth Sharing
Leads don’t appear because you asked for them. They appear because someone told a story about you.
A story about how you picked up the phone when no one else did. How you explained the fine print in plain English. How you helped them buy their first home after three rejections.
That’s marketing. Not the glossy kind, but the human kind.
Step 5: Measure What Matters
You can’t control the market. But you can control your consistency.
Track your actions, not just your outcomes. How many new conversations did you have this week? How many people did you help understand something new?
Leads are a lagging indicator. Trust is the leading one.
Here’s the Key Point
You don’t need more leads. You need more people who trust you enough to tell their friends.
Be generous. Be visible. Be patient. Leads will follow.