KGCI: Real Estate on Air - Real Estate Listing Secrets! Get More Leads and More Listings

Episode Date: July 29, 2025

Summary:Discover the closely guarded secrets of top real estate agents who consistently attract more listings and convert every listing into a powerful lead-generating machine. This episode dives into proven strategies for nurturing your database, mastering your online presence, and leveraging each "Just Sold" property to cultivate new opportunities. Learn actionable tactics to identify motivated sellers, stand out in a competitive market, and significantly boost your pipeline with high-quality leads.Bullet Point TakeawaysMine Your Database for Gold: Learn to proactively engage your sphere of influence and past clients. Your CRM is a goldmine for potential listings if you segment contacts, automate re-engagement campaigns, and follow up with forgotten connections.Dominate Online & with Social Proof: Establish a strong online presence through an optimized website and active social media profiles. Leverage video content (Reels, Stories, YouTube) and showcase testimonials and reviews to build trust and authority that attracts sellers.Strategic Pricing & Presentation: Understand the "secrets" of strategic pricing within buyer "bands" to ensure your listing is seen by the right audience. Combine this with professional photography, virtual staging, and compelling property narratives to maximize online appeal.Convert Listings into Future Leads: Transform every "Just Listed" and "Just Sold" property into a lead magnet. Implement strategies like targeted mailers to surrounding neighborhoods, open house playbooks designed for lead capture, and personalized outreach to neighbors.Diversify Your Lead Generation: Don't rely on one source. Explore a mix of strategies including door-knocking, engaging with expired or FSBO listings (with a value-first approach), running targeted online ads, and attending local community events to expand your reach.Topics:Real Estate Listing SecretsGet More ListingsReal Estate Lead GenerationListing Conversion StrategiesTop Real Estate Agent TipsCall-to-Action:Ready to unlock the secrets to a flood of listings and leads? Listen to the full episode on your favorite podcast platform and transform your real estate business!

Now, let's go through these three lead buckets again because this is so critical, guys. This is how you're going to get those 10 listings a month. Pay attention, right? I know it's been a long call or a long webinar together, but pay attention. Your sphere of influence, your farm, and your niche. These are the three buckets where you're going to generate all the leads that you ever need. So how is it going to look? Welcome to the Success with Listings Podcast, where we help you get success in the real estate game, the easy way.

Now you can get off the roller coaster of Feast and Famine and out of the rat race of competing with every other agent in town. Hi, I'm Nollie Williams. I took over a thousand listings during my first 10 years from the real estate game and in this podcast, I show you how to have success with listings. Let's go. Okay, so that brings us to part five, and this is the three, what I call the secret lead sources of a mega listing agent. There really are only three of those. What are they? The three lead buckets.

And if you focus on these three buckets, what Pedro says is all of your wildest dreams will come true. Y'all know about Pedro now. If you don't know, you better ask somebody. Napoleon dynamite, right? Okay, so what are the three buckets? This is really the golden information right here, guys. So I want you to pay attention. You know, I know the webinar, this is a long webinar compared to some of the other webinars.

but I really wanted to share with you guys. I'm taking of my time, and I know I'm taking your valuable time, but I want to share with you how you're going to get all these listing leads, right? How are you going to get them? Real easy. And I'm going to give you the specific system what to do. First, you're going to go after your sphere of influence. Second is going to be your farm, and third is going to be your niche.

Those are the three lead buckets. From those buckets, all the listing leads that you ever need will come. from those. That's it. You'll never need to tap into any other buckets. I'm going to show you that right now. Now, by the way, if you think about it, all famous people have a sphere of influence, a farm, and a niche. Your sphere of influence, because retaining a current client is more important than generating a new one. If you abandon your current clients, or your clients that you have, your competitors are waiting in line to orphan them. Did you know that? If you abandon your current clients, now many of, you know, you, if you're like many agents out there,

are probably slacken in the department of taking care of your current clients. The easiest sale that you'll ever have is on someone that you've already sold. You think about it. If you go buy a pair of shoes, you meet a nice salesperson. And my wife is a good example. You know, she went to a store here. town and she found a great department store she found a great salesperson and she really likes this guy and he sold her a pair of shoes now it was real hard to get her to

buy the first pair of shoes don't get me wrong it was real hard because my wife is it was it's she's hard to get to win over trust me I know and you know this guy did all his his his God bless him he had some great sales techniques but he was real genuine And finally, my wife started trusting him and went ahead and bought a pair of shoes. Now, it took him like, cats and dogs night and day, what do you say? It took him a lot to get her to make that initial decision. But what will it take for him to get her to buy a second pair of shoes? Not much.

Because she's already, I mean, she already trusts him. Same thing with your clients. And even though your sellers or your past clients will all, only do business maybe every six to nine years, it doesn't matter. They know lots and lots of people that need you, right? And if you're like most agents, you haven't stayed in touch with your sphere of influence like you should. Now, I'm going to show you why you should be doing this. Seven out of ten sellers, according to NAR, seven out of ten sellers chose an agent based on a referral by a friend, neighbor, or relative, or they went ahead and used a previous agent. That means 70% of your

business will originate from someone in your database okay so I want you to think about this if you're gonna make a hundred grand this year how much of that 100,000 will come from this group of people 70,000 dollars right so why would you neglect them you know if why would you leave 70,000 dollars on the table not good not a good decision now let's look at this stat 86% of your past clients say that they would use you again. That's according to National Association of Realtors did a study So that means that at the at the close of escrow you have an 8.6 out of 10 star rating 8.6 stars. That's pretty good Right now

Fast forward about a year later and guess what that drops to how many people actually use the same agent again? You already know it's between 9 and 12% okay? According to now National Association of Realtors. So that means that you went from 86% approval rating down to 9% to 12%. Right? Why does that happen? Why does that happen? Huh?

And, you know, why is it that your approval rating fell so far? Because people just, they forget your name. They forget who you are because you don't stay in touch with them. So you already know how important it is to stay in touch because 70% of your paycheck depends on it. So let me ask you a question. Why aren't you staying in touch with your sphere of influence? What you're thinking about that? Why aren't you doing it?

Well, I think I know the answer after meeting with so many agents, coaching so many of you, and doing so many seminars in all the cities across the country, what I've come to understand is that you lack an easy-to-implement plan. And that's what I'm going to give you right now. How do you get your sphere of influence to become raving fans, sending you business left and right? Well, you have to stay in touch with them and you have to recruit them into action. So I'm going to give you an easy 18-touch plan to do that. I call it the kiss method.

Not keep it simple stupid, but keep it simple sweetheart. Or my favorite, keep it super simple. I call it two glasses of wine simple. You know, I just had my second glass of wine and I still understand what he's saying. That's really simple. Now why do I have to make it that simple for you? Well, because if it's not simple, you won't do it. That's the bottom line. Same thing for me. If it's not simple, I won't do it. So the KISS method is this. A monthly e-newsletter. I use more solds. You can use any e-newsletter you want, but it's got to be set it and forget it. In other words, you set it up once and you never mess with it again, right? It just automatically, goes out because I don't want you saying well Nali I'll handle that you won't I coach you know listen I'm your coach you won't do it you'll have good intentions

to get it done but next month comes and you're trying to put your newsletter together it won't get done oh I'll just catch it next month then that one doesn't get done right you need to get it out of your off your plate and it needs to get done we use more solds there's expertly written articles that go out you know every single month and so that keeps you in touch with your database but it doesn't matter what you use but make sure it's inexpensive you know affordable and automated okay more sold you can check that out at more soles com and that's five bucks a month it's actually a CRM that I created for my team

and then we made it available for others to use then I want you to do a quarterly mailing a quarterly postcard I'll give you some examples of what that looks like in a minute and a semi-annual call now when you think about the postcard you're not going to be doing a new postcard every quarter like here's my fall card here's my winter card here's my spring card my summer card no if you have a database of 500 people you're going to get 2,000 cards printed and you're going to send the same card every single quarter i'll give you some examples in a minute uh the reason you're going to do it that way is because if you start getting creative and trying to do different cards at different times of the year it won't get done okay

it's got to come off, really it's got to come off your plate and you've got to delegate, right? Off your plate and delegate. You know, it's been said that if you want something done right, do it yourself. But for realtors, for you, what I say is if you want something done, delegate it. Because if it's on your plate, it won't get done. That's not being critical of you. It's just to say that you're busy and you've got other things to do. But this needs to get done.

right so all you're gonna do is you're gonna print up your postcards if you have a database of a thousand people you're gonna get four thousand cards printed if you have five hundred people you're gonna get two thousand printed you're gonna give those postcards to a neighbor friend or your daughter your your son a college student you're you know your your your admin person if you have one your assistant you're not gonna mail them out you're not gonna put labels on them and stamps it's not gonna happen they'll sit they'll sit in a closet

for two months right because you're like well I'll put labels on tomorrow you won't do it delegate right that's nine dollar an hour work 12 bucks an hour get it done gets to have somebody do it and then a semi-annual call so let's say for example and and by the way you only need to call your top 200 let me say it again you only need to call your top 200 so if you've got you got those 200 people you make one call a day that's it so I just gave you a very easy marketing plan that's actually going to cost you and by the way this is going to cost you about ten bucks a month to do this because remember

that that postcard mailing that's going to be paid for by sponsors so you get your postcard I don't have a sample of postcard with me I'll show you some samples here in a minute on the next I got some on the next screens but you get your postcard for example and then on the back of your postcard you split it into four sections and you're going to get a maybe a lawn service somebody that mows yards maybe a house cleaning company and two other trade maybe a couple local restaurants and that are nearby right in the area and you're going to get them to let's say each of them pays you 50 bucks and let's say it

cost you $200 to do your mailing printed and mailed then because think about it if if you're mailing for 50 cents each you're doing a jumbo postcard about this size and let's say you got 200 of them that's gonna cost you about a hundred bucks and then you're gonna get them printed for about 30 bucks right I use gotprint dot com G-O-T-P-R-I-N-T dot com they actually do all my printing except the books the books have to go through a different printer but all the other printing that I do I go to got print

and they and they print that stuff for me so if if you were spending a hundred and thirty bucks on that and then you got four slots for 50 bucks guess what you just made $70. If you're going to a thousand houses, you know, you just look at what your print costs are and your mailing cost, you do divide it by the number of trades that you have sponsored, you know, promoted with, and let them pay for the cost because these people want to be where you are. You know, they want to go to, if you've got a thousand past clients or a thousand people in your database or you got 500 or 200, they want to be in front of those 500, 200 people as well. So all of that stuff can be sponsored. You don't have to pay that stuff. You don't have to pay for

that on your own. You should have that all paid for, you know, for you. And what I like to say is all of the money that you need for your marketing and advertising exists in the pockets of your sponsors. It's out there, but you don't have to spend it. Make sense? All right, let's move on. Okay, so then it looks like we're doing good on time. So you're going to, so here's a recap. It's a monthly e-newsletter, set it and forget it. It's a quarterly postcard. That's four times a year. You send them a postcard and then you call them. You get on the phone and you call them twice a year. You think about it if you are in touch with your spirit of influence 18 times a year, let's say for example you had a college roommate and you talk to that person 18 times a year, right? That's about every three-week. weeks you talk to that person. Are they ever going to forget you? Never. But if you have a college

roommate and you hadn't talked to them in five, 10 years, you know, they're not going to forget you because you're roommates, but they're not going to really, you know, you're not going to be top of mind, right? So 18 touches is all you need. If you want to throw in for extra measure, you can do a Happy New Year card. You can even do a Christmas card, but we like the New Year's card because it doesn't get lost with all the other Christmas cards. Okay. So I think you get it on your spirit of influence that's a very easy system for you to implement here's a little bit more information about more soles you can go to more soles dot com and check that out that's absolutely free to get it and if you

want the newsletter it's five bucks a month for that now let's get into farming get back to geographical farming what we'd like to say is grow where you're planted farming 101 so a farm is a territorial region that you choose in order to build your business there through consistent marketing exposure branding branding involvement and advertising now how do you choose a farm a farm's going to be 500 or more houses it's going to have a steady turnover with like 7% and what that means is that if if the farm that you pick has a thousand houses it needs to have at least 70 sales a year to be kind of a viable farm now those

numbers can skew a little bit if you're going after higher price tags because you can sell fewer homes and still kind of make your numbers but that's a general rule average sale price has to be enough to support your goals and it should be nearby how do you go about it well and this is farming 101 so you can schedule your farming plan to walk the neighborhood at least once a month so the fact is you can hit 50 to 100 houses on an afternoon the kicker though is that you have to have an handout of value and what we call an item of value so that's going to be something that you put on their door of value like a newsletter of valuable coupons

calendar of events sports schedule vendor trade directories things like that and what I like to say is those are going to be things that people won't easily throw away the key is that you want to brand yourself so you want to also make sure that you're branding yourself properly so it may be hard for some of you guys but the studies do show that when it comes to proper branding at least 30% of your mail piece or the piece that you're putting out there should have your photo and or your logo your team name that should be 30% it's really non-negotiable because farming is really all about branding

you here's some examples of some great farming pieces now what I like about this one is this this is a a events calendar a schedule of events or a calendar of events I like this because you know people want to know when the jazz festival's happening or when they're going to have the new you know the wine tasting or the wine festival or whatever's happening in town people want to know about that kind of stuff here's another piece we used to do how much is your homework in today's hot market find out free at all over austin.com that's another

now we don't we we kind of I think we tore that site down but all that used to be when we had that was it was a site where people could go and get a free market analysis of their house and they could also request a free copy of my book right so you might want to have a site like that as well farming is really about getting involved you know I call it running for realtor so that that could that looks like City Council meetings HOA PTA neighborhood watch I mean you're out there you're involved you're involved in the neighborhood now I don't want you to choose a church based on the farming opportunities that's not what I teach Nali

teach that so you you know you walk in you know you got your Bible and you know you well man look at these cars up in this parking lot we got some mazirates Mercedes Ben who it's got some BMWs ooh this this the church I want to go to right no that's not what I'm talking about but you know everywhere that you are right if you should you should kind of hang out in your farm right so if there's a great church in your farm why not plug in to that great church for the right reasons for the right reasons Now, EDDM, this is going to be your new best friend.

That's every door direct mail. It's available through the United States Postal Service. And it's a great way to reach out to every single home in your farm for 18.5 cents per house. So let's just round that up to 20 cents. Let's say, for example, your farm piece went out to 1,000 houses, right, at 20 cents a house. That's 200 bucks, right? that's 200 bucks now let's say furthermore that it cost you 30 bucks or 40 bucks to print so now you're still under 250 dollars but for a thousand houses now you've got a you've got four people

like I said a somebody that does landscaping and then you might have a pool cleaning service a handyman or a house cleaner and those four people pay you 75 bucks each to tag along to a thousand houses how much did it now cost you to market to that thousand houses. It really didn't cost you any money at all because you've got people that are paying all the money for you, all the costs for you, right? The cool thing about every door direct mail is that you can get everything paid for you and it's not going to cost you a dime out of your own pocket. So EDDM, Google it, go to every door direct mail, you know, Google every door direct mail

or USPS.gov and you'll find out more about EDDM. It's a great service that you definitely want to be involved with. So that's farming guys. And the third bucket that we're going to talk about, the third and final bucket, let me hear a drum roll. Okay, so that third and final bucket is your niche. Your niche. What is your specialty?

What is your specialty? And again, you gotta have all three of these buckets rocking in order to have a rocking listing business. The question that a niche answers is, what do you offer that most other agents in the room do not, right, or in your office? Why should a client use you versus the person sitting next to you or the other person in town that they possibly could use? Those are the two questions that a niche answers, right? Why should they use you versus someone else?

Now, a niche is really your specialty, right? Now, why should you have a specialty? Well, here's what we learned from the medical industry. When we look at the medical industry, a specialist earns an average of $153,000 more than a general practitioner. General physicians have 30% more visits, and general physicians are twice as likely to work nights and weekends. Okay, so think about this for a minute. They, the general physician is working a whole lot more and making a whole lot less. So why is that?

You know? because they're sought out, they're in demand, and they're relevant as far as the specialist is concerned. So think about it this way. If you go to see a cardiologist, you're going to pay more than you go to see, to have, you know, just a physical, for example. The cardiologist is going to work a lot less than a general practitioner, but they're going to make a lot more money, right? because they're completely relevant to the market that they're serving and they're in high demand. Even though, here's a truth about it, a cardiologist is completely irrelevant to 94% of America because only 6% of Americans have heart problems.

But for the 6% that do have heart problems, they absolutely need those services. Now, think about your niche as a division of your business. It doesn't have to define you. It's just a division. It's a division of your company. So what are you going to specialize in? It might be luxury property. It could be homes on one or more acres.

It could be for sale by owner. It could be new construction. It could be golf course communities. It could be farm and ranch. It could be land. It could be divorce sales, expires for sale by owners. I mean, the list goes on and on and on as to what you can specialize. in. For example, I've got a friend of mine, he owns one acre plus.com, right? So he sells

homes on one or more acres. Now, that's not all he does, but for the plants that he markets to, that have one or more acre, that's all he promotes, is this one acre plus? Now, is he better at selling homes on one or more acres, you know, acres than you are? No, but it looks like he is. So he gets the job. He gets hired. That's how it works. Now, let's let's see. Let's go through these three lead buckets again because this is so critical, guys. This is how you're going to get those 10 listings a month. Pay attention, right? I know it's been a long call or a long webinar together, but pay attention.

Your sphere of influence, your farm, and your niche. These are the three buckets where you're going to generate all the leads that you ever need. So how is it going to look? Here's how it works. Your sphere of influence is going to be five listings a month. your farm is going to be three listings a month, and then your niche is going to be those two listings a month. So here's what I want you to pay attention to. When you think about your listing business and success, I want you to think about a tripod, like a three-legged stool, like a tripod stool.

When you stand on that stool, is it going to support you? Absolutely. It will support you because it's a perfectly balanced stool. but what would happen if you took one of the legs off of the stool? Huh? Now what would happen if you took two of the legs off the stool and your stool only had one leg and you're trying to stand on top of it? That's the problem with most of your business right now.

Most of you have what I call a one-legged stool. Most of those of you on this webinar right now have a one-legged stool. The only thing that you focused on is maybe your sphere of influence. but you don't have your farming going and you don't have your niche rocking and you're doing a lousy job taking care of your sphere of influence or stand up with them. If you will initiate the plan that I just gave you, you absolutely will get those 10 listings a month.

It can't fail. It can't fail. Now, I'm going to actually share with you a lot more information on this with like how to make the calls, how to do, because I mean, we can go on and on. I mean, I could teach for 20 hours. But I really wanted to give you just the core material to really help you to take your career to that next level. So what I'm going to do for you is I'm going to give you a five chapters of my book, Success with Listings. So those of you that already have the book Success with Listings, you know, you can read, you know, the, it's going to be chapter 6 through 10. I'm going to go ahead and give those to each of you on the webinar if you already have the book go

ahead and read it if you don't have it I'm going to go ahead and send those five chapters to you because that's going to talk all about lead generation how to time block your day so that you make sure that you're you're doing everything that you need to be doing to do what I just told you know shared with you you know to take care of those three lead buckets don't forget guys all the tools that you need to succeed in this business are right here for you it's a You know, Nali, I've done it for you. You don't have to reinvent the wheel.

I've got all the tools that you need in my complete listing system. It doesn't cost you a dime out of pocket. You know, you're going to have your sponsors that are going to pay all the costs for you. And don't forget. So here's the book Success with Listings. If you don't have it already, it's on Amazon. But again, I'm going to send you those five chapters to yet no charge. Just as my gift for you to be on, you know, being on this webinar with me today.

Hope this has been very helpful. I know that if you do the things that I've shared with you on this webinar, you absolutely will not fail, and you'll be able to get your 10 listings a month. What you just got was a blueprint for success. God bless, get out there, make it happen, and make it a great day. Well, thanks so much for tuning into this episode of the Successful Listings podcast. If you are serious about taking your real estate career to the high,

highest heights, making more money and helping more clients while working less hours and spending more time with your family, be sure to get your copy of my free book, triple my listing, absolutely free at success with listings.com. Now you want to be sure that you subscribe to the podcast and check out success with listings.com to get your copy of my free book. Hey, I'll see you on the next one.