Positioning is the specific promise you make to your client and the specific problem you solve, writes Josh Reese. Effective positioning is essential for good follow-up, connections, and marketing.
I thought the awkward follow-up was a problem with the script. If you can find the right words, the right time, and the right “check-in,” the discomfort will go away.
What I eventually realized is that the follow-up being awkward is rarely the problem with the follow-up.
It’s a matter of first impressions.
If your lead generation campaign is vague, generic, or looks like every other agent in town, you’ll attract people with unclear intentions. They click, raise their hand, and disappear. Because your message has no clear reason to keep talking.
When that happens, we get stuck trying to revive a conversation with the classics. Checking in now. i’m back. Any updates. It feels weird because it’s weird. You’re trying to restart a conversation that never had a clear purpose to begin with.
What positioning actually means in real estate lead generation
In real estate lead generation, positioning is a specific promise to a specific person, tied to a specific problem to solve. It’s not branding. It’s not a slogan. It is a way of framing one’s worth so that the right people participate by choice and the wrong people are excluded by choice.
Proper positioning creates a reason to reach out. Set up a follow-up before a prospect arrives, because a follow-up is about delivering on what you promised, not a random reminder.
Why common campaigns cause messy follow-up
Most lead generation ads are built to capture clicks, not conversations. Weak campaigns typically sound like, “We help buyers and sellers. We’ll give you a free valuation of your home. DM us!” It’s not aggressive, but it’s not convincing either.
It doesn’t create a clear reason to react, and it doesn’t create a clean follow-up angle. So when you follow up, you have nothing to fall back on other than the fact that they clicked. That’s why I chase it.
Strong positioning is the difference. Make specific promises about specific issues. It’s not for everyone. We strive to be unforgettable for the right people. That way, your follow-up will be relevant and feel less salesy.
Buyer-side example: Follow-up that shows leadership
When buyer positioning is weak, it relies on general motivation.
Find your dream home. Let’s bring it into the house. Interest rates are low, making it a perfect time to buy.
That message appeals to a wide range of people: the curious, the unprepared, and the unprepared to actually make decisions. Then your follow-up becomes more of an imposition than a guide, because you’re not anchoring the conversation to the actual problem you’re solving.
Strong positioning tells the story of what buyers are actually afraid of.
I help buyers avoid missing out on offers by pre-fixing three deal killers: financing gaps, unexpected inspections, and delivery risks.
Now buyers understand why you’re there and know exactly what to follow up with.
Instead of “still considering,” follow-up becomes the next step after the initial appointment.
Here’s a quick summary of three deal killers. Do you want to send it here or via email?
Since it is not a cold restart, there is no discomfort. It’s a continuation of the conversation they chose.
Seller-side example: Evidence-based follow-up
Weak seller positioning is usually a variation of the same pitch that every homeowner has heard.
Free home appraisal. Find out the value of your home. There is no mandatory consultation.
It attracts homeowners whose intentions are unclear, leaving follow-up guesswork.
Will it sell soon? Are they just curious? Are they shopping agents? Are they locked into the price they see online?
Strong positioning creates promises tied to specific outcomes and specific mechanisms.
I help sellers avoid price gouging by choosing pricing strategies based on actual buyer behavior rather than wishful thinking.
That positioning gives you a reason to follow up right away. It’s not pressure. That’s proof.
You can get the last 90 days of buyer activity in your area to show you what’s really moving. do you want that?
Again, you are not “checking in.” It works because you are delivering value that you drive.
The business math behind better positioning
Improving positioning doesn’t just make follow-up easier. Make your business more efficient. Clear positioning means you don’t waste time on leads with poor intent because the wrong people self-select. Conversion rates increase because the right people choose for themselves.
If the cost remains the same and the conversion rate increases, the cost per sale will decrease. That way, you can scale without burning out, adding time, or making follow-up another job.
Positioning is a follow-up strategy
A clunky follow-up usually indicates that your lead generation message didn’t lead to a follow-up conversation. The leader raised his hand but did not give them a clear reason to continue raising his hand.
Strong positioning enables the next step. It attracts people with higher intentions and creates a built-in reason to reach out that feels natural because it’s relevant. If the promise is clear, following up is easy.
You’re not chasing.
You are delivering.
Josh Ries is a real estate agent and lead generation consultant. You can connect with him on TikTok and Instagram.
