HousingWireHousingWire
A real estate agent’s guide to fearless proactive lead generation By Tim and Julie Harris
Call reluctance is a career-killer for real estate agents. That stomach-churning fear of rejection or fumbling a call is normal—but it’s not acceptable if you’re serious about your career. To dominate your market, you must obliterate call reluctance and make proactive lead generation your obsession. This no-nonsense guide delivers a proven playbook to conquer fear, sharpen skills, and explode your production. Here’s how to own your phone and control your future.
1. Commit to crushing call reluctance
Success starts with a non-negotiable decision. Commit today to wiping out call reluctance. In 2024, 71% of licensed Realtors sold zero homes, in part because they dodged proactive lead generation. Don’t join them.
Proactive lead generation is your #1 job for predictable, duplicatable success.
◦ Master proven scripts: Invest in battle-tested scripts to banish the fear of not knowing what to say. Scripts are your roadmap to confident conversations and booked appointments. Knowledge equals confidence; ignorance equals fear. Practice daily until you’re unstoppable, but practice with real prospects!
◦ Build a pre-proactive lead generation routine: Get your head in the game before you dial. Blast motivational music, hit the gym, or role-play with a partner—find what fires you up and make it a daily habit. Consistency breeds results. Remind yourself of your financial goals and what’s on the other side of doing what you don’t want to do when you don’t want to do it at the highest level; if you can do it at the gym, you can do it on the phone as well!
◦ Set a daily contact goal: Tie your proactive lead generation to your income goals. Aim for 10–15 quality conversations with decision-makers daily, targeting one qualified appointment per 10 contacts. Track your numbers like your paycheck depends on it— because it does.
◦ Embrace the unknown: Not every call will be perfect, and that’s fine. Use scripts to handle objections smoothly. If stumped, say, “Great question! I’ll have an answer by 6 p.m. tonight. What’s the best number to reach you?” This shows professionalism and buys you time.
2. Adopt a fearless mindset
Your mindset is your superpower—or your kryptonite. Shift from self doubt to service, and your confidence will soar. Every call is a chance to solve a client’s problem, not a judgment on you.
◦ Lead with service: Focus on the client’s needs. Ask open-ended questions to uncover their goals and challenges. This strips away your ego, making you a trusted problem-solver. If they’re not ready, it’s not a “no”—it’s a “not now.”
◦ Target high-value leads: Skip low-yield tactics like circle dialing. Focus on expired listings, FSBOs, probate attorneys, or divorce attorneys, which deliver 3–5 times more appointments. In 2025, low inventory (down 12% year-over-year) makes these leads pure gold.
◦ Own your leads, save your wallet: Proactive lead generation lets you generate your own leads without spending a dime, unlike online leads that cost $20–$100 each and burn through $1,000 monthly budgets. Plus, you’ll need just 10–15 daily contacts to land an appointment, compared to 50–100 for online leads with their measly 1–2% conversion rates. Control your lead flow, save thousands, and work smarter with high-converting calls to expireds or FSBOs.
◦ Proactive lead generation with purpose: Call for buyers with their exact criteria in mind to uncover listings and prove your value. In 2024, the National Association of Realtors reported
243,600 FSBO sales, 365,760 expired listings, 81,200 probate sales, and 67,399 divorce-related sales. For 2025, NAR and Altos Research project 282,600 FSBOs, 424,000 expired listings, 94,200 probate sales, and 67,399 divorce sales.
These motivated sellers—often desperate for solutions—are your ticket to listings. Build relationships with probate and divorce attorneys, and door knock FSBOs and expireds to convert them fast. Face-to-face proactive lead generation supercharges your skills and
confidence.
◦ Listen actively: Resist rushing through scripts. Let clients talk, and build trust by addressing their concerns. Active listening turns strangers into clients.
◦ Reframe rejection: Rejection isn’t failure—it’s progress. Every “no” gets you closer to a “yes.” Be like a 5-year-old begging for a toy—relentless and unstoppable.
3. Maximize efficiency and effectiveness
Time is money. Optimize your proactive lead generation to work smarter, not harder. Track your ratios to spot what’s working and fix what’s not.
◦ Know your ratios: Target one qualified appointment per 10 contacts. If you’re struggling, check your lead source, scripts, or closing skills. Our coaches can diagnose issues fast, saving you months of frustration.
◦ Stay market-savvy: Master your market—inventory trends, interest rates, new construction, school ratings. Use this knowledge to add value and become the go-to agent.
◦ Use the F-O-R-D framework: Excel at conversations with Family, Occupation, Recreation, and Dreams. This keeps talks client-focused and builds trust naturally.
◦ Prioritize proactive lead generation time: Spend 90% of appointment-free days on lead generation. Hit peak calling or door-knocking hours (9–11 a.m., 4–6 p.m.) and stick to a
disciplined schedule.
4. Stay organized and keep growing
Discipline sets top producers apart. Stay organized, celebrate progress, and never stop leveling up.
◦ Track results religiously: Use a CRM to manage leads, follow ups, and conversions. Elite Coaching clients always know if they’re on track for quarterly and annual goals. Without tracking, you’re guessing.
◦ Dress the part: Dress one notch above your audience. Invest in 3–5 sharp work outfits, a quality haircut, and professional accessories (pens, tech, glasses). First impressions are everything.
◦ Celebrate small wins: Every contact, conversation, and appointment is a victory. Reward consistency to keep momentum. Scale your daily contacts to crush bigger goals.
◦ Follow up furiously fast: Speed wins deals. Use pre-qualifying scripts to pinpoint motivated leads and close appointments within 24 hours. Listings with video generate 403% more inquiries, so leverage tech to stand out.
◦ Invest in coaching: Premier Coaching fast-tracks your growth with tailored guidance and accountability. Why struggle alone when a coach can make you a market dominator?
5. Your path to fearless proactive lead generation
Call reluctance is a hurdle, not a wall. Commit to proactive lead generation, master scripts, adopt a service mindset, and stay disciplined. In 2024, NAR reported 4.06 million home sales, with top agents earning $561,600 annually by converting one lead weekly at a 2.7% commission—that’s $280/hour for doing your job right. Start today. Pick up the phone. Use these strategies to crush call reluctance forever and build the predictable, duplicatable success you deserve. Coaching makes it happen faster—invest in yourself and own your market.
Tim and Julie Harris are real estate coaches, bestselling authors, and the dynamic voices behind Real Estate Coaching Radio.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.
To contact the editor responsible for this piece: zeb@hwmedia.com.
