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:
- Selling a home ... the highest-value activity that directly generates income.
- Developing leads ... the second-highest-value activity, because it fuels every future sale.
- Servicing leads and marketing ... essential but can often be automated or systematized.
- 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.