With the right mindset and consistent lead gen, broker Nick Schlekway is able to break out of the stop-and-start pattern and build a business that grows steadily over time.
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As real estate agents, we all experienced a roller coaster of success and struggle. One moment, the moment you close the deal and juggle your clients, the next, your pipeline is empty and you’re rushing to rebuild momentum. This stop-and-start pattern I call “a fatal cycle” is not only frustrating. It is a huge threat to your long-term success.
Over the years I’ve been more involved in this cycle than I would like to admit. But through these experiences I have learned what it takes to stay consistent, avoid stagnation and maintain momentum in all market conditions. Let me share some insights that will make a huge difference to my business and help you break the cycle.
Don’t get wrong about that, this is a business with momentum. When you have it, everything goes your way. Otherwise nothing seems to work.
Fatal Cycle: Why does it happen?
Early in my career, I was trapped in a routine that saw many agents fall. I get busy with all the tasks that come with being a client, closing, or agent, and during that busy period, lead generation falls to the bottom of my priorities list. I said, “Once I close these transactions, I’ll go back to the investigation.”
After that, the deal was closed and I couldn’t find it looking around. There are no leads, no pipelines, no next steps. Doing it over every time is not only tiring, but it is completely avoidable. What I’ve noticed, and what I’m telling my agent now, is that no matter how busy you are, you can’t afford to stop generating leads.
Consistency is the difference between the top 2% of agents and everyone else. Top producers don’t drain their pipelines even in the busiest season. They make time to generate leads every day, no matter what. This means we need to prioritize searching for new business sources, strengthen our relationships with current and new referral sources, and find new ways to add value to our strategic partnerships.
Action beats stagnation
One thing I’ve learned is that action beats stagnation every time. If you feel stuck or overwhelmed, the best solution is to move.
For me, this means sticking to the plan, even on the most difficult day. It focuses on the basics, including content generation and posting, creating phone calls, sending multiple text and DMS, managing leads for CRM, promoting the next mega-open home, filling up the lead generation pipeline . When you’re in doubt, start building a relationship and become interested in how you can stand out in every conversation you have.
Additionally, each conversation requires clear goals. When I go to a meeting, I’m not just for chatting – I’m there to make things happen. You know your purpose before you start a conversation, such as setting up a buyer consultation, booking a list presentation, gathering contact information.
One of the biggest reasons why agents are stuck is fear. The fear of rejection. The fear of hearing “no” But here it is. Even top producers hear “no” more than they hear “yes.” The difference is that they are willing to ask.
I lost countless opportunities early in my career just because I didn’t ask. I leave a list of buyer consultations and presentations and feel like I have a great connection. why? Because I didn’t ask because I had no clear purpose.
Ask meaningful, pointy questions:
Have you talked to your neighbor about the value of your local home? Are you interested in what Bob and Susie’s house sold? What did you think about the data from my last newsletter? Need a great landscape gardener’s introduction to help you clean up in the spring?
If you don’t know where to start, meet people who pick up their phones, sit in open houses, or meet face-to-face. The easiest way to generate momentum is to take action on a large scale. I have learned that fear and doubt always hinder you, but the only step forward is to push through what you want and ask.
The secret to breaking the cycle
Getting out of a deadly cycle is not about working hard, but about working smarter and being consistent. Here’s how you do it:
Do not stop generating leads. Otherwise you will eventually bump into a plateau. Plateau is where business dies. Plan every conversation: Before talking to prospects, know your goals. Whether you book a meeting or secure contact information, planning will make your conversation more effective and productive. Take action on a large scale: When you are suspicious, act. You pick up your phone, knock on the door, or hold an open house. Action creates momentum, and momentum strikes fear every time. Get used to rejection: Rejection is part of the process. The more you ask, the more you hear “no”, but you hear “yes”. Being accountable: The most successful agents aren’t just disciplined. They are accountable. Find a mentor, coach, or accountability partner.
Are you ready to take action?
If there’s one thing I’ve learned, success in real estate comes down to consistency and behavior. A “fatal cycle” doesn’t have to define your career. The right mindset and daily habits allow you to break out of your stop-and-start pattern and build a business that grows steadily over time.
The question is what actions will you take today?
Nick Schrakeway is the founder of Amherst Madison, a Boise, Idaho-based real estate agent. Connect with him on LinkedIn.
