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An ever-changing market requires you to continually adapt the strategies you use to generate leads and ultimately win deals. Today, we’ll be looking at a mix of innovative new strategies and tried-and-true classics to remember.
These are 11 strategies that I believe will set you up and position you for success next year.
1. Become a builder’s best friend
Builders who build spec homes represent a unique customer base that can generate multiple listing opportunities each year. The key is to provide unique value in such a way that you have a chance of winning their business.
The first step in this process is finding a site to build on, which is one of the biggest pain points for builders. The second step is to find an area where builders are actively building spec homes.
There is a permit box in front of the house under construction. The inside of the permit box lists the builder’s name and often includes the builder’s contact information. The call to the builder looks like this:
Builder scenario 1
this is [Your Name] and [Your Company]. I saw you building a house [address]. Is the house someone else’s custom home, or is it a spec house you’re building?
When a builder says it’s a custom home:
It looks like it will be a wonderful home. Do you want to build a spec house?
If the builder says yes:
Well, I focus part of my business on finding land for builders. If you find land that meets your criteria, are there any specific areas or land prices you might be interested in?
Builder gives criteria:
thank you. If I find a lot of these, should I call them directly or do they have a dedicated agent?
The builder says you can call me:
Thank you, my only request is that once you find the right person, please give me the opportunity to interview you as the listing agent for your home.
Next, use the following script to research and call parcel owners that meet the builder’s criteria.
my name is [Your Name] and [Your Company]. I am working with a builder who is looking to purchase a lot similar to the one you own. [location]. Have you considered selling the lot?
Builder scenario 2
this is [Your Name] and [Your Company]. I saw you building a house [address]. Is the house someone else’s custom home, or is it a spec house you’re building?
If the builder says it’s a spec house:
wonderful! I am working with several buyers who are considering this area. Is there an agent working with you on this home, or someone a buyer should call if they request additional details?
If the builder instructs the agent to call:
perfection. One of the areas I focus my business on is finding spec home sites for builders. If you find one that meets your criteria, is there a particular type of land or area you’re interested in?
After the builder specifies the criteria, it looks like this:
If I find one of those lots, should I call the agent or call them directly?
If the builder says please call me directly with the details of the lot you found:
got it. My only request is that if you find a property that’s perfect for you, please give me the opportunity to interview as the listing agent for that home. Do you think it’s fair?
If the builder says he should call you to find out more about the spec home, he’s saying he hasn’t chosen a listing agent, so you can open up the conversation by providing value that will lead to a listing. is. opportunity.
2. Become a go-to agent for off-market opportunities
We constantly hear that differentiation is necessary to retain customers in today’s market environment. One of the best ways to do this is to find and share details about off-market opportunities for buyers.
If you don’t have any off-market homes that you know of, network with other agents that you know. Ask if they can help you sell a home that is not currently listed.
Share these homes with buyers in your database or on social media. When you become known as an agent who has access to off-market homes, your chances of getting more deals increase.
3. Use Instagram green screen videos for your upcoming listings
Green screen videos on Instagram offer a unique way to draw attention to your upcoming products and find new buyers. If you don’t know how to record a green screen video for Instagram, search YouTube for videos that show you how, or check here to get started.
The first step is to take a screenshot of a map of the area where your upcoming property will be listed. Then record a video with a photo of the map in the background. The video script looks like this:
New properties will soon be coming to market in this area (point and circle the area on the map behind you). We can’t share all the details until it’s live on MLS, but if you or someone you know might be interested in a 4-bedroom, 3-bathroom home in the area, share this reel Please do or DM me. You will receive details as they become available.
4. Create searchable YouTube content
People mindlessly scroll through social media, but they search YouTube for specific information. This includes real estate buyers and sellers. Below are some of the titles that are currently working well.
- move to [Your City]? Everything you need to know in 2025
- most popular district in [Your City]the advantages and disadvantages of each
- 7 things that make people move [Your City] What you need to know before buying a house
5. Organize this week’s sale offers
Whether it’s an email to your database or a home highlighted on social media, providing information about a specific buying opportunity will generate more buying and selling conversations.
Consistency is key. Choosing specific days and times to highlight properties increases the effectiveness of this strategy. Emails should have a specific subject line, and if you post on social media, this should be the first line of your weekly post or reel.
Here are some examples:
- [Your City] This week’s real estate deals
- Friday search
- My midweek real estate transactions of the week
6. Target listings that have expired between 6 and 12 months
Expired listings are becoming more common as markets normalize. While there are certainly opportunities for agents targeting expired listings, competition for these listings is intense in the days following expiration. An often overlooked area is listings that expired 6 to 12 months ago and were not relisted.
The process of identifying these opportunities begins with the MLS. Search for expired listings with expiration dates between 6 and 12 months ago. Next, check your listing history to make sure it hasn’t been relisted, sold, or currently under contract for sale.
These calls to homeowners should include a script such as the following:
this is [Your Name] and [Your Company]. I saw your house listed for sale six months ago, but it doesn’t appear to be for sale now. Are you planning to sell your home or stay put for a while?
Once they answer this question, you can begin the normal process of building trust, adding value, and ultimately earning the right to ask for your business.
7. Conduct marketable moment circle exploration
Every real estate activity creates marketable moments. Are you hosting an open house? Please call the people around you and let them know.
Do you have new listings? Call your neighbors and let them know before you go live to see if they have any friends or family members who would like to become neighbors.
Have you sold your home recently? Call your neighbors and share the details and how the sale will affect their home’s value.
The key is to provide information and use this call to start a conversation with them. If you don’t have a home or situation in mind, the next line opens a dialog asking you to confirm if you’re looking to sell right away.
I would be the worst real estate agent in the world if I didn’t at least ask if there is a price at which you would consider selling your home.
8. Master geographic farming
Geographic farming continues to be the best strategy I know for creating a consistent flow of listing opportunities. If you want to learn more about how to identify, market, and dominate specific neighborhoods or geographic areas, check out this article.
9. Open houses held regularly
Buyers and sellers rarely visit real estate offices anymore. They search online and attend open houses. If you’re looking for the best way to meet face-to-face with people looking to buy or sell real estate, host more open houses.
10. We will hold a seminar for first-time home buyers.
Affordability challenges are causing many potential first-time homebuyers to give up on their dreams of homeownership. Affordability is trending in the right direction as interest rates stabilize and price increases slow.
One of the best ways to serve these prospective buyers is to partner with local lenders and credit repair agents to host events that walk them through the homeownership process. Offer to share specific loan programs that make homeownership a reality. It gives you the opportunity to pre-qualify for a mortgage or plan for a future mortgage purchase.
Building a pipeline of current and future buyer customers through hosting these seminars is another way to generate additional business in the coming year.
11. Unsolicited Video CMA
Homeowners are most concerned about the value of their home. Providing your clients with a video CMA that explains how to arrive at a value estimate is a unique way to deliver value and create listing opportunities.
I did one of these every day for three months and generated over $11 million in listings. Don’t miss out on all the lists you can generate using this strategy.
If you’d like to learn more about how I identified owners, compiled CMAs, and distributed them via email in a way that generated over 90% viewership, check out this article.
Some people will have the best year ever next year. Why aren’t you? Act on one or more of these strategies now and your business will grow.
Jimmy Burgess is a real estate agent and national team builder with Real Brokerage in Northwest Florida, serving the 30A, Destin, and Panama City Beach markets. Connect with him at Instagram and linkedin.
