Smart Words: “You can’t make a sale until you make contact with a customer.” – Mark Hunter
Smart Tactics:
I’ve discovered there is one strategy — one activity — that, if done consistently (not perfectly or even well), will guarantee success in real estate sales.
This same activity, if not done at all, will guarantee failure.
I haven’t found any other single strategy or activity that can do that.
That activity is lead generation: talking to people about buying, selling, or referring real estate deals — whether through your spoken or written words.
My secret during the 2008 financial collapse was simple: make more contacts.
My strategy during the 2020 shutdown, when real estate sales were frozen for four months in my state, was the same: make more contacts.
Right now, 2025 is looking pretty quiet out there for most agents and teams. Their guaranteed path to success? You guessed it — make more contacts.
Yeah, yeah, yeah… we salespeople all know we need to “make more contacts.” 🙄
Here’s the kicker, though: the better your sales scripting, the better your messaging, and the better your CRM systems are, the fewer contacts you have to make to find a deal.
Here’s how I know:
Beyond my own experience working my way up to being a top FSBO listing agent — and later teaching my ISAs to do the same — I’ve seen this play out with countless clients.
I’ve worked with agents whose sales scripting and messaging sucked. They had to make 75 to 100 contacts (not past clients or sphere) just to sell one house. After improving their scripting, messaging, and CRM usage, they cut that down to 20–30 contacts per deal! That means they could do 3 times the number of deals with the same effort.
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