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When I started working online leads, I did what most agents were trained to do: Call fast, follow a script and jump straight into qualifying. I’d ask things like how soon they were looking to move, whether they were pre-approved or if they needed a lender. And depending on the script I was using that day, probably a few more questions I hadn’t earned the right to ask.
But it didn’t take long to realize something was off; it wasn’t working. Every call felt more like checking boxes than building real connection.
‘Did you earn it?’
After a while of not feeling right, I had lunch with two mentors (thanks, Jason Preuit and Donnie Owen). I complained about how no one would talk to me. Lead after lead, no one answered, and the ones who did barely stuck around.
One of them asked me a question I’ll never forget: “Did you earn it?”
I didn’t get it. I’d followed the training, used the scripts, called fast, asked the right questions. I’d never heard I needed to earn something first.
Then he explained that to get someone’s time, I had to give them a reason. Their time was just as valuable as mine, and I was treating the call like a transaction, not a relationship.
That hit hard!
Today’s consumers have been burned, hard-pitched, ghosted or pressured into bad decisions. You’re lucky if they gave you a real number.
Thanks to YouTube and social media, buyers and sellers recognize scripts instantly. What should be helpful sounds like an interrogation.
The real problem wasn’t speed. It was what we did with it
Speed wasn’t the problem; it was how we used it. We qualified too early and without value. We asked for commitment before earning trust.
I learned in a previous career that introducing anything adversarial too early kills momentum. And let’s be honest: The qualification process often feels adversarial, especially when it’s your opening move.
When I stopped trying to qualify fast and focused on earning attention, everything shifted. Conversations got easier. I started enjoying the work again.
Why qualifying too early kills trust
Agents are told to “strike while the iron is hot,” but no one explains what that actually means.
With online leads, qualifying too soon puts people on defense and creates friction before a relationship can form. This is especially true with top-of-funnel internet leads; most are months away from being ready.
While NAR offers conflicting data, we’ve found these leads typically convert 12 to 16 months after entering our system, and that window is growing. Buyers start earlier and move slower than they used to.
We found early qualification rarely led to real conversations or long-term engagement. So we flipped the script: Delay qualification and lead with value. That one change made all the difference. Now, we don’t qualify until the third call, often later.
Here’s the framework we use
Call 1: Initial contact (10 to 15 seconds)
Offer something useful, a market report or neighborhood update, or something already posted on social or our site. Confirm their contact info, and offer to text the link.
We end the call with:
“Thanks. Unless you need anything else from me?”
Then pause.
That line is the safety net. If the lead is lower in the funnel, like someone who signed up after seeing a property they want to see in person, they’ll tell you. That’s how we uncover urgency without forcing it.
Short. Helpful. No pressure.
Call 2: Follow-up (10 to 15 seconds, 5 to 7 days later)
Confirm they got the resource we sent after the first call. Ask if they have questions about it. End the call the same way.
Again: “Thanks. Unless you need anything else from me?”
Pause.
Same safety net.
This builds familiarity, shows we’re consistent, and proves we follow through.
Call 3: Qualify the lead (longer, if appropriate)
About a week before the third call, send something new to offer value, and create a reason to follow up.
If the rapport is there, begin qualifying. If not, hold back. You earn the right to ask deeper questions by showing up consistently and providing value first.
If you still haven’t earned the right after the third call, just repeat it. Send another resource, then check in.
No pressure, just keep building trust.
What earning it really means
What I’ve learned is that speed-to-lead isn’t about how fast you can qualify. It’s about how quickly you earn the right to keep the conversation going.
If your first touchpoint is focused on your needs, not theirs, don’t be surprised when they stop answering. People don’t want to be sold. They want help, and that starts with relevance, not pressure.
When we stopped trying to sort people and started serving them, everything changed: better conversations, more trust, more deals.
So yes, call fast. Follow up fast. Be present.
Speed gets you noticed, but trust gets you hired. And trust? You have to earn it.
Josh Ries is a real estate broker and a lead generation consultant. You can connect with him on TikTok and Instagram.
Broker and lead gen consultant Josh Ries shares strategies for demonstrating to sellers how your tech tools will get the results they’re looking for.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!
When I first got into real estate, my listing presentations were rough. I’m a tech nerd, obsessed with data and systems, so I’d spend the entire appointment talking about all the tools I used to market properties.
CRM automations, email sequencing, targeted ads — I thought it was impressive. But here’s the truth I learned the hard way: Sellers don’t care how slick your systems are. They care about what those systems do for them.
And more importantly, they care about seeing those results before they even hire you.
Your tech stack isn’t the selling point. Execution is
What sellers want is implementation, not explanation.
You can talk about CRMs and ad platforms all day, but it doesn’t land unless you connect it to an outcome they actually want. Selling their home faster. For more money. With less hassle.
So we stopped talking about the tools and started showing what those tools could do. Before the listing appointment even happens.
How we get sellers noticing our marketing before we even meet
Here’s how we changed our process.
As soon as a seller books a listing appointment with us, we send them a link to a custom landing page. The page is framed as a quick survey about their home — basic stuff like number of bedrooms, condition, timing and so on.
What they don’t realize is that the page also has a Google conversion tag embedded in it.
So the moment they open the link, whether it’s on their phone or laptop, they get added to a custom audience inside our Google Ads account.
That means the next time they go online, they start seeing our branding across the web.
And it works.
Turning the tables during the appointment
By the time we sit down for the actual listing appointment, the marketing has already started doing the heavy lifting.
One of the first questions we ask is, “Have you seen any of our ads since we booked this appointment?”
Most of the time, the answer is yes.
That’s when we let them in on the secret.
“Remember that page we sent you? That had a Google conversion tag built in. So when you filled it out, we were able to start showing you ads across the internet.”
Suddenly, everything clicks.
We’re not just talking about digital marketing. We’re already demonstrating it in real time.
What if they don’t see the ads?
This system isn’t perfect. Sometimes you don’t have enough time between booking and the appointment. Or the seller is using a privacy-focused browser that blocks ad tracking.
That’s OK. You can still walk them through the process and explain how it works. Even if the ads didn’t hit them, the explanation still builds trust and shows that your marketing has real strategy behind it.
But more often than not, as long as you have a couple of days, the seller does see the ads. And when that happens, the conversation changes.
Why this works so well
This approach does two things.
First, it builds credibility immediately. You’re not just another agent making promises. You’ve already delivered on one.
Second, it shows instead of tells. You’re not asking them to imagine what your systems might do. You’re letting them experience it firsthand.
It’s one thing to say, “We use advanced digital targeting to market your home.”
It’s another to say, “You’ve already seen how we do it — because you’re part of the system.”
Forget the CRM. Prove you know how to use it
Sellers don’t care how impressive your tech is. They care whether it helps them sell their home.
The best way to prove that? Show them.
If you’re using great tools, don’t just explain them. Demonstrate them. Build them into the seller journey before the listing agreement is signed. That’s how you turn systems into signed contracts.
Josh Ries is a real estate broker and a lead generation consultant. You can connect with him on TikTok and Instagram.
Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!
Circle prospecting isn’t dead, but the way most agents are doing it might as well be. The method still has legs, but it’s long overdue for an upgrade. While agents have modernized their dialing tools and data sources, their follow-up strategy hasn’t evolved since the Blackberry era.
Why circle prospecting still crushes lead cost and conversions
When done right, circle prospecting can deliver some of the best ROI in real estate. That’s because you’re reaching homeowners before they start waving the “I’m thinking of selling” flag.
Get in early, and two things happen: You avoid other agents, and your cost per lead stays low. That combination is precisely what makes this method so powerful.
Why phone and email alone aren’t cutting it anymore
Let’s face it, most people don’t answer calls from unknown numbers. And even if they do, you’re lucky to get 30 seconds before they mentally check out.
To adjust, agents have tried a new approach: Keep the initial call short, gather the email and attempt to nurture the relationship from there. The logic makes sense. You may not get another shot at real voice time until the lead is actively ready to list.
The problem? Email is becoming less effective by the year. Between spam filters, crowded inboxes and AI-powered screening, phone and email alone just aren’t enough to build a relationship anymore.
You need a better way to stay top of mind and build a relationship.
Where most agents miss: Separating prospecting from content
This is where most agents typically fall short. They treat circle prospecting like a disconnected task: Make the call, send the email, move on. Separately, they create content, hoping it will build their brand over time.
But modern lead generation doesn’t work in silos. It needs continuity. You want every touchpoint — call, email, content — to reinforce the same message and build toward conversion.
The content is the follow-up. It’s how people get to know you when you’re not in their inbox or showing up as a missed call.
The 2025 playbook: How I combine prospecting with content
Here’s how I run circle prospecting today.
Before I make a single call, I record a short video about something hyperlocal. It doesn’t need to be fancy, just real, relevant and valuable to the people in that neighborhood: a new coffee shop, a park renovation and school zoning updates. The point is to show you’re informed and plugged into their area.
I post the video to my social platforms and copy the direct link. Then I start calling.
If the call goes well, I’ll try to follow up with an email and ask if it’s okay to stay in touch. If they say yes, I follow with,
“Hey, I made a short video about something happening in your neighborhood. Want me to text it over to this number?”
Most say yes.
Now I’ve created three points of contact: phone, email and social content. I’m not pushing for a listing. I’m giving them something worthwhile — something that makes my follow-up natural and relevant.
If they decline the email, I’ll still offer the video via text. Many people are hesitant to share their email address, but they’re fine with receiving a link via a phone number they’ve already provided.
While I’m making calls, I track who I’ve sent the video to. After the session, I added all of those contacts to my phone.
The real magic: Social platforms start working for you
Here’s where this gets powerful.
Once someone opens that video link, social platforms start connecting the dots. If they’ve got your number or email in their contacts, Instagram, Facebook and others will start showing them more of your content, even if they’ve never followed you.
Now, without doing anything else, your face, voice and videos are showing up in their feed. You’re no longer just a cold call; you’re providing value regularly.
The real goal: Don’t cold call, warm them up first
This is where modern prospecting wins. You’re not just checking boxes. You’re building familiarity through content, timing and positioning.
By the time you follow up again, they will have seen your face. They’ve heard your voice. You’re not a stranger; you’re a known local expert in their digital world and have also proved you understand digital marketing, which is a great selling point on the listing presentation.
Arrive early, bring value. Repeat
Circle prospecting isn’t outdated; it’s just not being utilized correctly in the digital age.
To succeed in today’s market, you need more than just a dialer and a templated follow-up email. You need a system that builds awareness, creates familiarity and earns trust before your competitors even show up.
The agents who stay top of mind are the ones who consistently deliver local, relevant value. And when it’s time to list, they’re the only call that makes sense.
That’s how you win. Not by chasing more leads, but by being the one they remember.
Josh Ries is a real estate broker and a lead generation consultant. You can connect with him on TikTok and Instagram.
Knowing how to price your rental property has been an issue since the dawn of time (or whenever the first rental was). Before the internet and modern technology, investors were driving around hoping to see a “for rent” sign and writing down (on paper) how much each place was going for.
Fast-forward to today, and calculating how much to set the rent for your property has changed dramatically. Let’s jump into how to correctly price your rental in today’s world from our friends at Baselane.
Do a Market Rental Analysis
A market analysis is a deep dive into every metric involved locally in your investing journey. Identifying trends will set you up for long-term success in any market and allow for higher rent increases in the future when identified correctly. Your property will most likely be similar to others in the rental market area, and you can compare earnings using this data.
Using actively listed properties can give you insight into a rental range, but only the ones leased in the last 12 months or less (six is better) can give you the accurate range that the market is dictating. Comparable properties should be within a half-mile of your property, and it would be even better if you could grab direct neighborhood comparisons. A trusted, investor-friendly real estate agent can help you learn what properties are renting for accurately if you live in a nondisclosure state (like myself in Texas), or you can utilize rental estimate tools.
Once you have shrunken your search size to properties in your area, the next step is ensuring they are truly comparable.A 2009-built, five-bedroom house with a 10,000-square-foot lot is not the same as a 1987-built, two-bedroom townhouse, even if they are across the street. Choosing at least three comparable properties will help you confidently estimate current market rent.
There will also be varying vacancy rates and rental demand in each area to consider. Rent could have fallen in an area over the last five years, but only one year has been steady. A market in a different state could be rapidly rising because a new, massive distribution warehouse center has begun construction.
Each market also has management and maintenance costs that can vary. This will all be part of your due diligence process, and understanding the nuances of investing in your market will help you thrive.
Research Rent Control Laws
Rent control laws differ by state, so it’s crucial to consider local regulations when setting your rental price. For instance, in California, rent increases are limited to 10% or 5% plus the rate of inflation, whichever is lower. Meanwhile, in Florida, landlords are unrestricted in how much they can raise rent, though they are required to provide tenants with proper notice ahead of time.
Always ensure you know the specific laws in your area before changing rent and ending up in hot water.
Calculate Operating Costs
Operating expenses are another critical factor many investors overlook. Unfortunately, you have quite a few more expenses than just the mortgage. Your ideal scenario is to receive your rent, take out all of your expenses, and then still have some cash left over each month, depending on your goals.
Common rental property operating costs include:
Maintenance
Repairs
Utilities
Landlord insurance
Management fees
Property taxes
Vacancy
This list can be added to, depending on your location.
The rental market is ever-evolving, with each location balancing appreciation and cash flow, which you need to consider. The 1% rule provides a quick way to estimate how much rent to charge. It suggests that your monthly rent should be about 1% of your property’s value.
For instance, if your property is worth $300,000, you’d aim for $3,000 in rent. Once you’ve calculated this, compare it to your expenses, ensuring your operating costs (like maintenance, taxes, and insurance) are less than 50% of your gross rental income. This ensures profitability while covering essential costs.
These are just some baseline rules to examine, and in today’s market, these rules may not even be completely achievable. I use them as a rule to see if I want to examine a deal even further. The 0.8% rule may actually be the new standard; it is just not as catchy.
Determine the Value of Amenities
You can typically increase rent for units that offer desirable amenities.
Features such as smart home devices, fitness centers, and pet-friendly services can significantly boost a property’s appeal. Other popular amenities that may justify higher rental rates include outdoor kitchens, package management systems, lap and lounge pools, and community gardens. Additionally, co-working spaces, courtyards, or rooftop decks offer communal areas that attract tenants looking for a modern lifestyle.
Offering these features can enhance your property’s value and differentiate it in a competitive rental market.
Adjust Rent Based on Seasonality and Inflation
Rental demand fluctuates throughout the year, with higher rents during peak periods like summer and winter holidays and lower rates in off-seasons like fall and spring. People would rather not move their kids during the school year or pack during the holiday season.
Inflation also affects rent. As operating costs increase, landlords may need to raise rents. Always monitor the local market, inflation trends, and cost of living to determine appropriate rent increases.
Final Thoughts
Determining the right amount to charge in rent is essential to maximizing your revenue and success for the future. If the market is competitive, consider adding upgrades like parking spaces or smart home features to attract tenants. Pet-friendly properties often allow for higher rent as well, but come with their own concerns of possible pet damage.
For collecting rent and tracking expenses, Baselane streamlines the process with automated payments, reminders, and even late fees. Tenants can pay easily through ACH or card from any device, helping to ensure on-time payments and a smoother experience for both parties. The days of mailing rent checks, writing down when you paid your bills, and driving around searching for “for rent” signs are thankfully in the past.
Start analyzing today
A good investment begins with a solid plan built upon solid math. Quickly and efficiently analyze a potential real estate investment using BiggerPockets’ investment calculators. We’re here to help you maximize your profit while lowering your risk—no matter your strategy.
Note By BiggerPockets: These are opinions written by the author and do not necessarily represent the opinions of BiggerPockets.
Clark Halstead, a two-time brokerage founder, died on Aug. 22 at the age of 83.
The industry veteran co-founded the Manhattan division of Sotheby’s International Realty with Edward Lee Cave in 1976. Eight years later, he co-founded Halstead Property with Diane Ramirez, who was president, CEO and chairman of the brokerage.
“Clark was the ultimate real estate professional — someone I idolized, and I know a number of other people saw in the same light,” Chris Halstead, executive sales director for Brown Harris Stevens Connecticut and Clark’s nephew, told Inman in an email. “He was incredibly knowledgeable and always willing to share in that. Community was everything to him, and he created a business that people loved to work for. He’s left a wonderful legacy, and the business is better to have had him.”
According to BHS controller Al Hughes, Halstead sketched out the idea for Halstead Property on the back of a napkin and then pitched it to an investment group over lunch, the controller elaborated in a BHS blog post.
After Halstead’s passing, the firm, which acquired Halstead in 2020, compiled tributes from BHS agents and leaders, as well as former leaders at Halstead, to honor his legacy.
Around 2004, Halstead and Ramirez sold Halstead Property to Terra Holdings, BHS’ parent company. At that point, Halstead stepped down from daily operations at the firm, but remained chairman emeritus and served in an advisory role. Ramirez continued to head the firm until BHS absorbed the company in 2020.
Halstead was also heavily involved in the Real Estate Board of New York (REBNY), where he helped launch its residential division and served as governor on the board of governors.
Ramirez called him a “legend and trailblazer” for the residential real estate industry.
“His illustrious career was renowned and he helped to bring us into the 21st century through his sales and marketing acumen,” she continued in BHS’ blog post. “His gentlemanly charm was felt by all. He will forever remain in my heart with true affection and gratitude.”
Halstead hosted a weekly radio show, Halstead’s Real Estate Review, on WQXR for 11 years. He also made television appearances on shows like Lifestyles of the Rich and Famous and Good Day New York.
One of Halstead’s more flashy marketing techniques that people still ask about today, according to his nephew, was a fleet of tricked out, branded London taxis, which featured TVs, wet bars, and later on, computers, in which he would drive clients around the city.
“There are still people to this day who ask me if we have the taxis,” Chris Halstead told The Real Deal. “I think there is actually one in a barn somewhere in the Hamptons, or so I’m told.”
BHS CEO Bess Freedman called Halstead “remarkable” with a career “marked by excellence, innovation and a genuine passion” for real estate.
“Many at our company had the privilege of working with him and were deeply impacted by his leadership and vision,” Freedman continued in the firm’s blog post. “Even for those who didn’t work with him directly, his contributions and the respect he garnered speak volumes. His legacy will continue to inspire us, and our thoughts are with his family and all who knew him.”
Halstead’s longtime partners both succumbed to cancer before his own passing — his wife, Carol, died in 2002 and his 20-year partner Mindy Papp passed away earlier this year.
He is survived by daughters Heather Gustafson and Hilary O’Keefe, son-in-laws Marc Gustafson and John O’Keefe, and grandchildren William, Winston, Oakley and Olivia.
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