Most people get into real estate because they love the thought of helping people buy and sell homes. And while that's the part that produces the commission check, it's far from the whole job.

There's a story about a new agent who received a referral from their broker. The agent worked diligently, found the perfect home, and closed the sale in record time. When the broker congratulated them, the agent smiled and said, "Thanks! I could sell another home this week if you'll give me another referral."

That story highlights an uncomfortable truth: selling the home isn't the hard part; finding the next client is.

Agents aren't paid generous commissions because it's difficult to match a buyer with a home, negotiate terms, or get the transaction closed. Any conscientious agent can do that. The real challenge lies in the inefficiencies of the business, the time and effort it takes to find people who are ready, willing, and able to buy or sell today.

That's why the best agents have systems to develop leads and nurture them over time. Because in real estate, the gestation period between the first contact and an actual transaction can stretch from a few months to as long as five years.

Here's the reality check: if you earn a $9,600 commission from 20 hours of client-facing work, your hourly rate looks like an impressive $480 per hour. But if you only sell six homes a year and work a full-time schedule, say, 40 hours a week, that same income translates to $28.80 per hour once you factor in all the prospecting, follow-up, and administrative time it took to get there.

So, how do top producers close the gap between $28.80 and $480?
They focus relentlessly on the activities that lead to the next sale, and they delegate or automate everything that doesn't.

When you step back and rank the hierarchy of tasks in a real estate business, the order becomes clear:

1. Selling a home ... the highest-value activity that directly generates income.
2. Developing leads ... the second-highest-value activity, because it fuels every future sale.
3. Servicing leads and marketing ... essential but can often be automated or systematized.
4. Administrative work ... necessary, but it produces the lowest return on time.

In other words, the next most valuable activity after closing a sale is developing the next one. Every minute invested in building and nurturing leads is a down payment on future commissions.

The agents who build consistent pipelines, stay in touch with their sphere, and leverage systems to stay "InTouch" don't just sell homes, they build businesses.

Ready to reclaim your time and focus on what really pays?  Visit InTouch Systems  and take the free trial to see firsthand how automated lead development can work for you.  Or, if you'd prefer a guided tour, schedule a demo to discover how InTouch Systems can simplify your marketing and grow your business.

You may have heard of the "puppy dog close"; it's a classic sales technique based on a simple and emotional idea.

Imagine a pet store lets someone who's thinking about buying a puppy take it home just for a couple of days, no strings attached. The idea is to "try it out" and see how it fits with the family.

Well, you can probably guess what happens next.

The kids fall in love with it. The parents get attached. The puppy becomes part of the daily routine: snuggles on the couch, games in the backyard, maybe even a name. They might introduce it to friends and neighbors.

And at that point? The idea of returning the puppy feels unthinkable. It's already part of the family.

That's the power of emotional attachment—and it's exactly what the puppy dog close is about: let someone experience ownership, and their heart takes over.

In real estate, we can use a similar approach. Let buyers visualize themselves living in the home. Let sellers imagine the relief of being moved on to the next chapter. The more we can make it real, the easier the decision becomes—because people rarely let go of something they already feel is theirs.

Here's a list of real estate scenarios where you can use the "puppy dog close" principle, helping buyers or sellers emotionally step into the experience of ownership, so the decision becomes less logical and more emotional.

These ideas help them feel like the home (or sale) is already theirs, which makes backing out far less likely:

For Buyers: Creating Emotional Ownership

1. Invite parents or close friends to tour the home
   → "Why don't we schedule a second showing so your parents can see it too?"
   They'll imagine hosting family and sharing the space...emotional connection deepens.
2. Let them take a video walkthrough to share with others
   → "Feel free to take some video and photos...it helps to get second opinions."
   They start showing it off like it's already theirs.
3. Encourage them to measure for furniture or decor
   → "Want to bring a tape measure and check the fit for your sectional or dining table?"
   This creates a mental move-in...they're picturing themselves living there.
4. Point out where they could host events or holidays
   → "Can you see Thanksgiving dinner here?"
   Emotionally anchors them to the space through life events.
5. Schedule a twilight or weekend showing
   → "Want to see it in the evening, when you'd actually be coming home from work?"
   The more they can envision their routine in the home, the stronger the bond.
6. Suggest driving by at different times
   → "You might want to swing by at night or on a Saturday to see what the neighborhood feels like."
   They start building a relationship with the area, not just the house.
7. Send them a photo of "their future backyard" or "kitchen"
   → Follow-up message: "Couldn't help but picture this as your new grilling spot this summer!"
   It reinforces personal ownership.

For Sellers: Helping Them Emotionally Detach and Imagine Moving On

1. Show them photos of homes in their next chapter
   → "Here are a few listings like what you're looking for...just to start the dream."
   Gets them thinking forward, not just about what they're leaving behind.
2. Have them pre-pack or declutter as if moving
   → "Let's start staging—think of it like pre-moving. It'll make the transition smoother."
   Physically shifting their mindset toward 'letting go' of the house.
3. Invite them to envision handing over the keys
   → "Imagine closing day, walking out knowing someone new is about to make memories here."
   Creates emotional closure.
4. Introduce the idea of what they'll do with proceeds
   → "What are you most looking forward to doing once this home is sold?"
   Connects the sale to something exciting and personal.
5. Set up a visit to their future destination
   → "Let's explore your next neighborhood while your home is listed."
   Shifts emotional investment toward the next phase.

Pro Tip for Agents: The key to the puppy dog close isn't pressure, it's experience. The more people can see, feel, and live in the outcome, the more likely they are to move forward confidently.

In today's real estate market, success depends on more than just great service; you also need a strong, consistent digital presence. But between showings, closings, and client communication, who has time to plan, research, write, design, and post fresh content regularly? That's where a third-party content service becomes a game-changer.

Creating compelling content isn't as easy as it sounds. Coming up with valuable topics, writing them clearly, making them visually appealing, and publishing them to multiple platforms takes hours. And that's before you even analyze results or try to optimize what's working. The smarter, faster solution? Let a professional service handle it.

Third-party providers bring time-saving efficiency and deliver high-quality content tailored to your audience. With experienced writers, designers, and marketers working behind the scenes, your brand gets the polish and professionalism it deserves—without adding to your to-do list.

You'll benefit from:

• Consistent Branding: Your voice, logo, and message are kept consistent across email, social, and web.
• Industry-Specific Expertise: Real estate-focused teams stay current on market trends, helping position you as a knowledgeable pro.
• Engaging Social Media & Email Campaigns: Active profiles and well-timed messages keep you top-of-mind with your sphere.
• Diverse Content Formats: From blogs and newsletters to infographics and videos, your marketing covers all the bases.
• Audience Targeting: Sophisticated tools allow content to be tailored to your ideal client segments.
• Scalability: Whether you're busy or expanding, your content output keeps up with your growth.
• Legal Compliance: Professional providers ensure your messaging meets real estate marketing regulations.
• Cost-Effectiveness: You get a whole team without the overhead of hiring one.

You don't need to do everything yourself to look like a pro. By outsourcing content creation to a trusted third-party service, you free up your time, elevate your brand, and ensure your marketing works for you—even while you're with clients.

If you're ready to elevate your marketing without adding to your workload, InTouch Systems is here to help. We specialize in automated email newsletters and social media posting tailored specifically for real estate professionals.

Visit www.InTouchSystems.com to browse sample posts, watch short explainer videos, and explore what consistent, professional marketing can look like for your business. Take the free trial and see firsthand how InTouch can help you stay top-of-mind, nurture your sphere, and grow your repeat and referral business...without doing it all yourself.