In the 478th episode of the Mail Right Show, Jonathan Denwood sits down with marketing expert Jeff Wenberg to uncover why so many real estate agents struggle to turn leads into clients — even when they have landing pages, ads, and sales funnels in place.
With 15 years of experience at companies like Leadpages, Zipify Apps, and Sales Message, Jeff has seen it all. In this conversation, he breaks down the “hidden clarity gap” that sabotages your funnels, why most campaigns fail with cold audiences, and how to fix it — without rebuilding your entire system.
If you’ve ever poured money into marketing that didn’t convert, this episode gives you the insight (and tactics) to finally make your funnels work.
Introduction
Many real estate agents invest in CRMs, lead gen tools, or marketing platforms expecting magic — but the leads don’t convert, and the funnels feel broken.
In this episode, Jeff Wenberg explains why the problem isn’t your landing page or your ad — it’s your messaging. He introduces the concept of “enrollment stories,” which help agents align their content with what their buyers are actually struggling with.
This episode is a must-listen for agents who are serious about scaling their business with smarter, simpler, and more authentic marketing.
Cold Audiences Don’t Know You — Stop Selling to Them Like They Do
Jeff starts with a key truth: agents try to sell to cold leads like they’re warm — using the same messages they’d use on a referral or repeat client.
But when your audience doesn’t know who you are, that pitch falls flat. “It’s like walking into a bar and asking someone to marry you,” Jeff explains. Instead, agents need to lead with problem awareness — not property listings or generic offers.
Start conversations where your clients already are: frustrated they can’t find a 3-bedroom home under $500K, confused about financing, or overwhelmed by the market. Focus on that pain first — not your features.
Your Messaging Isn’t Clear Enough — and It’s Costing You
One of the biggest reasons ads, emails, and sales calls don’t convert? The message isn’t clear.
Jeff calls this the “clarity gap.” When your content talks about polished features (“4-bed, 2-bath homes in prime locations”) but your buyers are stuck in survival mode (“I just want to stop wasting weekends on the wrong listings”), there’s a disconnect.
The fix? Use the exact language your audience uses. Don’t reframe their problem in jargon. Mirror it back in your content. This creates trust, relatability, and stronger results — fast.
Create Content That Meets Buyers Where They Are
When asked what campaign he’d run if he were a new real estate agent, Jeff doesn’t mention lead forms or retargeting. Instead, he’d start with video view campaigns focused on buyer pain points.
Think: “Can’t find homes with 3 bedrooms under $500K?” or “Tired of bidding wars? Here’s how to spot homes before they hit Zillow.”
By addressing the frustrations buyers are already feeling, you show empathy and expertise — which builds trust long before you ask for a phone number.
And best of all? These videos are cheap to run and easy to create — no funnel required.
Use AI to Surface the Real Problems (and Speak to Them)
Struggling to figure out what to say in your content? Let AI help.
Jeff recommends agents use tools like ChatGPT to summarize real conversations they’re already having with leads. Instead of trying to come up with clever content ideas, just feed your AI tool raw material:
“I talked to a buyer today who said they feel totally alone in the process. They’re doing all the home searching themselves and wondering why they even need an agent.”
AI can then identify common phrases, frustrations, and emotional triggers — which you can use to shape your next piece of content, email, or ad. The goal? Mirror their words, not yours.
Want to Convert Cold Leads? Stop Rebuilding — Start Realigning
Many agents waste time tinkering with ads, websites, or landing pages, thinking that’s why their cold leads aren’t converting.
But Jeff flips the script: don’t rebuild — realign.
You don’t need a new funnel. You need to reposition your offer so that it’s based on solving real-world problems your ideal clients are facing. For example:
- Instead of “Free home valuation,” try “Learn how to sell your home even if rates are rising.”
- Instead of “Find homes in your area,” try “Why you’re not finding 3-bed homes under $500K (and what to do instead).”
Small tweaks in framing and language can save your funnel — and your ad budget.
Bonus Tip: Simplify Everything — Even Your Website Copy
At the end of the episode, Jeff shares a reminder that many agents need to hear: your marketing is too complicated.
- Don’t try to be clever or “cute” in your writing.
- Avoid jargon and fluffy intros.
- Get to the point — fast.
Most buyers are skimming. So tell them exactly what you do, how you solve their problem, and why it matters. Clarity beats creativity in 2025.
If your real estate marketing feels stuck, underperforming, or like a money pit, this episode gives you the clarity to fix it. By simplifying your message, aligning with buyer problems, and using AI to guide your content, you can finally turn cold leads into warm clients — without rebuilding your whole funnel.