By focusing on lead generation, networking, productivity and skill development, coach Verl Workman writes, you’ll rise above the pack and become the driving force behind your team’s success.
Real estate is changing fast, and so must you. Inman Connect San Diego is where you turn uncertainty into strategy — with real talk, real tools and the connections that matter. If you’re serious about staying ahead of the game, this is where you need to be. Register now!
In nearly every industry, including real estate, standing out and becoming a rainmaker on your team requires more than just hard work. It involves strategic thinking, continuous development and a proactive approach to both business and people.
TAKE THE INMAN INTEL INDEX SURVEY FOR JUNE
Rainmakers are the top producers, the ones who consistently generate leads, close deals and drive business growth. If you want to elevate your career and become a key player on your team, here’s how to do it.
1. Understand your role beyond selling homes
Being a successful real estate agent isn’t just about closing deals; it’s about creating opportunities. A rainmaker identifies and capitalizes on new business prospects, whether through networking, strategic marketing or leveraging referrals. You must become a market expert, knowing trends, pricing strategies and buyer behaviors better than anyone else on your team.
I also recommend that you “serve regardless of opportunity.” Offer prospects resources of value for the sake of helping them, not just to get them to become a client.
Action steps:
- Actively seek out new listings and potential buyers. Prospect!
- Study the market trends and neighborhood developments. Be the go-to expert on all things real estate.
- Position yourself as a go-to resource by providing valuable insights to clients and colleagues.
- Always be willing to offer something of value, sometimes this shows up as options. Be an options broker by providing the best options and allowing the client to be in a position to make the best decision for them, without regard to how it impacts you.
2. Build and nurture
A rainmaker’s strength lies in their networking abilities. The more people who know you as an expert, the more referrals and deals you’ll generate. Focus on building strong relationships with past clients, potential buyers, industry professionals and community leaders.
Action steps:
- Attend and lead local events, and make connections with homeowners and business owners.
- Leverage social media and digital marketing to engage with your audience. Keep balance in your posts: family, business, fun, friends.
- Stay top of mind with past clients by offering market updates, home tips and personal touches, like holiday cards, anniversary of the home purchase and check-in calls.
- Conduct your own “Lunch and Learns” or webinars around real estate-specific topics for first-time buyers, investors or multigenerational homes.
3. Adopt daily success habits (DSH)
Success in real estate comes from consistency. Developing daily success habits focused on money-making activities (MMAs) will separate you from the pack. This means committing to lead generation, follow-ups, showings and strategic planning every single day. I always recommend using not only a Daily Success Habits Tracker, but also something I call the “My Perfect Week Scheduler.”
In prospecting, the ultimate source of power is action. When you measure what you do daily (awarding points for money-making activities), you become clear on how much time you spend focused on activities that generate revenue. A rainmaker makes course corrections and makes MMAs non-negotiable in their daily routine.
Action steps:
- Use a daily success habits (DSH) tracker to measure your productivity.
- Dedicate time each morning to prospecting and lead follow-up.
- Establish a structured routine that prioritizes high-impact activities, such as calls, client meetings and negotiations.
4. Leverage systems and tools
The best rainmakers work smarter, not harder. They use systems to track leads, automate follow-ups and manage transactions seamlessly. By incorporating technology and data-driven tools, you can streamline your workflow and increase conversions.
Action steps:
- Utilize CRM software such as Boldtrail, CINC, Follow Up Boss, BoomTown or WSS Lead Tracking to manage leads effectively.
- Automate follow-ups with email drip campaigns and text reminders.
- Maintain an active and organized contact list to ensure that no leads fall through the cracks. Follow the ABC Lead System for higher conversion.
- Maintain a “Top 50” list with 50 people who know, like and trust you. Reach out to them monthly with a personal touch, and ensure they know you are counting on them for at least one referral per year.
5. Create a culture of productivity on your team
Rainmakers don’t just succeed individually — they lift others. A truly valuable agent supports, mentors and encourages their team members. By fostering a culture of collaboration and productivity, you’ll naturally establish yourself as a leader.
Action steps:
- Share knowledge, tips and strategies with your team. Teach them to hunt, and demand excellence in everything they do: prospecting, follow-up, presentation skills and client care.
- Implement daily team huddles to review goals and challenges.
- Practice scripts and dialogs for a minimum of 30 minutes a day.
- Prospect as a team for at least 1 hour daily.
- Deliver a positive and energetic work atmosphere by celebrating wins and victories. Step in and help each member of the team personally and professionally.
6. Set ambitious goals and track your progress
A rainmaker always aims higher. Whether it’s closing 50 transactions in a year or expanding into luxury real estate, setting clear and ambitious goals will keep you motivated and focused. Nobody ever accomplished anything significant by setting SMART goals.
If you incorporate the words realistic and attainable into your goal-setting practice, you will never achieve anything exceptional, amazing or out of this world. It’s time to set some STUPID goals. STUPID goals are
- Strategic
- Transformational
- Unrealistic
- Purpose-driven
- Innovative
- Dynamic
Remember, if your vision doesn’t scare you, it’s not big enough!
Action steps:
- Define your STUPID goals.
- Break down your massive, ambitious goals into manageable action steps. Then do the work. It’s OK to fail if failing means you are kicking butt and doing better. I call it failing up.
- Regularly review your progress, and adjust strategies as needed.
7. Be a lifelong learner
The real estate industry is constantly evolving, and the best agents never stop learning. Staying ahead of industry changes, marketing trends and negotiation techniques will ensure you remain a top producer. You can accomplish this using what I call the 3-2-1 system. Call three past clients every day, prospect until you add two new prospects into your database, and learn one new thing every day. You will be blown away at how your business grows and your knowledge grows with it.
Action steps:
- Attend real estate workshops, coaching programs and industry conferences.
- Read books, listen to podcasts, and follow top-performing agents for inspiration and insights.
- Hire a team and leadership coach. High performers in every business and sport have specialty coaches who can look at your performance and make course corrections.
8. Become a closer and deal maker
Closing deals is what sets a rainmaker apart — the ability to find and convert leads into clients and clients into closed transactions. Mastering the art of prospecting, serving, negotiation and relationship-building will elevate you to the top of your field.
Action steps:
- Develop effective sales scripts tailored to various client scenarios.
- Learn advanced negotiation strategies to effectively handle objections.
- Follow up persistently — many deals are won through consistent outreach and engagement.
Become the rainmaker your real estate team needs
Becoming a rainmaker in real estate isn’t about luck — it’s about deliberate action, consistency and relentless improvement. By focusing on lead generation, networking, productivity and skill development, you’ll not only rise above the pack but also become the driving force behind your team’s success.
Start implementing these strategies today, and you’ll soon find yourself leading the charge in your market and becoming the leader you’d want to follow.
