In the 456th episode of Mail Right Now, Robert Newman and Jonathan Denwood discussed the reasons behind the failure of many professionals in real estate. From inadequate training, lack of mentorship to unrealistic expectations and poor marketing strategies. Robert Newman is the founder and CEO of Inbound REM, an inbound marketing company that provides real estate website development, SEO consulting, and services directly to agents and brokers. On the other hand, Jonathan Denwood is the founder of Mail Right Now, a real estate lead generation platform that provides a great-looking website, landing page, text, email, and other functionality for digital platforms in 2025. This episode provides insights and tips on how agents can succeed in 2025.
Lead Generation
Real estate is a challenging field that requires balancing traditional and modern approaches to generate leads and maintain relationships. Many professionals need to recognize the efficiency and potential of digital marketing while also undervaluing the importance of personal connections.
Digital platforms offer unmatched efficiency in lead generation. For example, a $160 video reaching 30,000 viewers shows the cost-effectiveness of digital content compared to time-consuming traditional methods like door-knocking or cold calling. While traditional methods may have worked in the past, they are less practical today. A video or post with just a few hundred views can outperform knocking on 100 doors. Traditional methods often result in minimal engagement, while a digital ad can reach thousands of potential clients, making video a crucial tool for real estate professionals.
While digital methods are efficient, personal connections are still crucial in real estate. Face-to-face interactions at community events help build trust, establish a reputation, and provide content ideas for digital outreach. A hybrid approach combining personal engagement with digital marketing ensures visibility and fosters trust. Professionals who balance these strategies avoid becoming invisible while leveraging modern technology.
Real estate strategies must evolve. Relying solely on traditional methods or digital marketing can leave agents disconnected from their community. Finding the right balance keeps agents relevant and effective. As self-employed individuals, agents must adapt, learn new techniques, and invest in the right tools to succeed and maximize their potential.
Not Understanding That You Are Now Self-Employed
Sales is a profession that offers unique opportunities and challenges. Often referred to as “the lowest paid easy work and the highest paid hard work,” it demands dedication, belief, and effort that sets it apart from other careers. Success in sales is determined by the individual’s approach, mindset, and ability to thrive in a self-driven environment.
A successful salesperson focuses on possibilities rather than guarantees. When starting a sales career, it is crucial to approach opportunities with enthusiasm and belief in one’s ability to sell. Those prioritizing commission over fixed salaries show a winning mindset, believing they can earn through performance rather than relying on a guaranteed paycheck. Confidence in one’s abilities fuels perseverance, helping overcome obstacles and achieve results. Often, commission-based sales require self-discipline, strategic planning, and an understanding of clients’ needs. In real estate, for example, even with a draw against commission, success depends on delivering results, fostering respect for hard work, and earning one’s success.
Being a salesperson often feels like being self-employed. It involves managing time, setting goals, and overcoming challenges independently. This journey is not for the faint-hearted but offers immense rewards for those who embrace the challenge. Sales is more than a job; it is a learning experience that shapes character and builds resilience. Those who succeed in this field often attribute their achievements to a relentless work ethic, a belief in their abilities, and a commitment to continuous growth.
The Need to Be Self-Motivated Month In and Month Out
Carson City, a small middle-class town, mirrors a growing challenge faced by communities across the nation—an increasing number of people experiencing homelessness. The streets of nearby Reno amplify this issue, a stark reminder of the precarious nature of economic stability. In such environments, fear of financial insecurity becomes a powerful motivator, pushing individuals to work harder to avoid such circumstances.
In the world of real estate, agents are required to exert relentless effort, work long hours, and be constantly driven to succeed. This grind is not unique to one person; it resonates with many who strive to build a stable career in a competitive field. Staying motivated requires strategies to stay focused. Breaking tasks into manageable steps and including rewarding activities can provide the needed boost. Whether through connecting with inspiring people or achieving small successes, finding joy in accomplishments is essential.
Conversations and interactions with clients are often fulfilling for real estate professionals. Engaging in meaningful discussions drives sales and provides personal satisfaction, which can carry over into less enjoyable tasks like bookkeeping or operational management. Excelling in one’s strengths, such as sales or communication, helps maintain momentum and confidence throughout the day.
The journey of a self-employed professional often involves wearing multiple hats, from sales to operations, requiring resilience and adaptability. Success in such an environment demands an unwavering commitment to good work and the ability to navigate the grind with purpose. For many, the fear of failure and a passion for what they do well fuels their determination to persevere and thrive despite the challenges.
Religiously and Consistently Using an Easy-to-Use CRM
Customer Relationship Management (CRM) systems play a vital role in sales and business operations, yet many professionals need to maximize their potential. A CRM’s effectiveness lies not in its complexity but in its consistent use. Overly complicated systems often discourage usage, leaving sales teams disconnected from their clients and opportunities.
A simple and actionable approach to CRM involves three key element:
- Last Action: Document the most recent interaction with a client, detailing what was discussed.
- Next Action: Plan the next point of contact or follow-up, ensuring continuity in the relationship.
- Opportunity Grading: Assign each client a score (0–10) based on their alignment with the offering and potential interest. This score prioritizes opportunities, making it easier to focus on high-potential leads.
This straightforward strategy eliminates guesswork and drives consistent client engagement, essential for maintaining and expanding relationships.
Despite the advantages, many sales professionals struggle to use CRMs effectively. This is due to a lack of training and confidence in the system, a reluctance to reach past clients, and confusion between lead generation tools and CRMs. Additionally, fear of cold calling and poor organization often lead to wasted time.
Walking into the office with a clear plan for the day encourages action. A small list of pre-graded calls can serve as a motivator, helping salespeople overcome anxiety and establish productive habits. Over time, this system builds a sustainable pipeline of potential leads, reducing the stress of cold calling.
Adopting a structured routine is essential for new professionals in industries like real estate. Finding a mentor and focusing on relationship-building activities like open houses can help acquire contacts and nurture future opportunities. Get these people’s phone numbers and emails, put them in your CRM, and then call them.
Furthermore, some clients may never be fully satisfied, no matter how hard one tries. However, there is a baseline of service that should always be maintained. In business, challenges are inevitable, and managing expectations becomes more difficult. A helpful tip for improving performance and ensuring client satisfaction is to request feedback directly from clients. Asking for a review or report card can be a proactive step in evaluating the quality of service provided. This can be done by prompting clients with a template and asking them to fill it out, ensuring that feedback is gathered at every stage of the client interaction, whether a prospect or a long-term client. Some platforms, like specific real estate marketing tools, even have built-in systems for gathering surveys and reviews.
Many real estate agents are still invisible, completing only a few transactions annually and often receiving smaller commission splits, benefiting brokerages. However, agents seeking long-term success must prioritize proper training. As Tom Hopkins said in the 1980s, success in sales is tied to a willingness to learn. Without investing in education or avoiding training, agents will struggle. Like doctors, successful salespeople continually refine their skills through ongoing learning. Agents must commit to learning through books, mentorship, and learning from successful peers. Experimenting with strategies and adapting them is key to growth.
