If you’ve been in the real estate industry long enough, you know the cycle. You’re juggling listings, contracting with multiple buyers, inspections and appraisals, and it feels like everything dries up almost overnight.
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The truth is, most agents don’t have a lead problem. I have a problem with pipeline management. Over the years, I’ve found that the agents who escape the feast-or-famine roller coaster aren’t necessarily the most talented or the most well-connected. They’re the ones who build simple frameworks and run them consistently.
This article introduces three frameworks that can help you level production and build sustainable momentum for your business. These frameworks help you organize and define your prospect database, create a focused daily action plan, and refine your processes to maximize your chances of success.
Framework 1: 3-lane pipeline
I like to think of all databases as three lanes of traffic.
Lane 1: Current
These are the people who are ready to buy or sell right now.
Lane 2: Coming soon
There are 6 to 12 months left. They think about it, plan it, monitor it.
Lane 3: latter
If you stay connected with them, they will eventually do business with you or refer you to them.
Where most agents go wrong is focusing almost exclusively on the “now.” They put all their energy into active customers, and when those deals close, they look up and realize there’s nothing in the pipeline.
That gap creates hunger. The key is to create a plan that focuses on consistently adding value to all three “lanes.”
“Now” strategy
“Now”, daily communication is the basis. Below are some examples of values-based touch.
Share properties that fit your buying criteria Share recent sales that impact home prices Explain interest rate trends and how they affect you A quick video explaining market changes in inventory, pricing, or bargaining power
Phone calls, texts, DMs, and emails are important and will help you stay in touch with your contact no matter their preferred medium. Your goal is to guide them toward a decision with confidence.
Consistency here will help you close the deal.
“Right away” strategy
Most opportunities are lost here. Agents hesitate because they don’t want to “bother” someone who isn’t ready yet. But silence creates vulnerability. If you don’t stay there, someone else will. For “soon”, weekly communication is ideal.
It’s not pressure. Just relevance.
If interest rates change, they need to know that.
If there is a change in inventory, you need to know about it.
If there is a home for sale nearby, they should know about it.
“Later” strategy
These are past customers, sectors, and long-term prospects. The mistake here is random communication. Instead, build value touchpoints.
Quarterly Unsolicited Videos CMA Social Media Engagement Weekly “Deal of the Week” emailed to everyone Personal check-ins when life events occur that you notice on social media
It’s not the frequency that matters. That’s a meaningful contact. Intentionally managing all three lanes ensures smooth production by always feeding the next phase of your business.
Framework 2: 5 x 5 Daily Momentum System
Most agents don’t fail due to lack of knowledge. They fail because they lack daily structure. Consistency is the antidote to hunger. This is my recommended daily activity framework: 5 activities repeated 5 times a day.
5 real estate-related telephone or in-person conversations
Conversations about real estate can lead to income. Call active leads, “right now” or referral sources.
5 personalized texts
Quick check-in of value, relevant information, and relationships. Bonus points for using short video text.
5 direct messages
We meet people through communication. Respond to stories and posts on social media. Please comment thoughtfully. Make sure you stand out.
5 personalized emails
Property alerts. Latest information on the market. Video CMA. Anything unique to that person.
5 Thoughtful Social Comments
Not just “Congratulations!” Add value. Show depth. Work with purpose.
This equates to 25 meaningful touches per day. Do this consistently for 20-25 business days and you’ll build momentum. The feasts are held consecutively. Hunger is built on contradictions.
The important thing is not to be perfect. It’s the rhythm. And if one channel works better, meaning your calls have a higher conversion rate, double down on those activities. The structure of this framework is flexible. There is no consistency.
Framework 3: Weekly Review and Reset
This framework is where most agents separate themselves from the pack. When you react, starvation occurs. Growth happens when you review and improve.
Every Sunday, I take 30 minutes and reflect on the successes and struggles of the previous week.
Ask yourself three questions.
1. What’s driving the real estate conversation this week?
Was it?
Open house? Is it a specific social post? Text promotion? Community event?
Whatever generated the conversation, double down on it next week.
2. What is the highest quality conversation you have had this week?
Ask yourself:
Was it a phone call? Was it a DM? Was it an in-person lunch or a coffee meeting?
Reinforce activities that create deep and fruitful conversations. Not all activities are the same. Some actions move the ball farther than others. Identify them weekly and continually improve them to become more effective each week.
3. What will move my business the most forward next week?
Ask yourself:
Who is closest to transitioning from “soon” to “now”? Who needs clarity? Who needs confidence? Who needs one more touchpoint?
Don’t just rush into Monday. Monday design. Reviewing and improving your activities weekly will eliminate wasted effort and increase your effectiveness.
Why do banquets and famines actually occur?
The hunger you are experiencing today is not because of what you did last week. It’s the result of something you didn’t do 60-120 days ago. Real estate has a lag effect. Active compounds act in one of two directions: positively or negatively.
If you’re inconsistent for three months, your pipeline will reflect that. The good news? The opposite is also true. If you can be consistent in all three “lanes” today, you’ll feel your momentum building in the coming weeks.
Many agents think they need more leads. In reality, you need to better manage the leads you already have.
If:
Deliberately manage now, now, and later lanes Run 5 x 5 outreach daily Review and adjust weekly
You are the one who creates the flow. A feast becomes a steady income. Hunger becomes a distant memory.
Momentum isn’t magic. It’s math and consistency. And when you commit to these frameworks for the next 90 days, you won’t just feel busy. You will feel balanced.
That’s when real growth happens.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
