Real Estate Agent How To Get Clients: A Modern Playbook

If you want to get clients as a real estate agent, your focus needs to be on two things: consistently nurturing your personal network and providing undeniable value to potential leads like FSBOs and expired listings. The most sustainable client pipeline is built on trust and relationships, not just one-off transactions or a lucky Zillow lead.

By positioning yourself as a community resource, you create a steady, reliable flow of referrals and repeat business that will carry you through any market.

Build Your Foundation on Referrals and Relationships

For new and veteran agents alike, the most dependable source of business isn't some complex marketing funnel—it's the people you already know. Your Sphere of Influence (SOI) is more than just a contact list; it's a living, breathing ecosystem of potential clients and referral partners.

Simply announcing you're in real estate on Facebook isn't going to cut it. The real key is to shift your entire mindset from "sales-first" to "value-first."

Referrals are still the gold standard in this business. A massive 43% of clients find their agent through a recommendation from family or friends, a number that dwarfs every other lead source. This statistic alone proves that a systematic, thoughtful approach to nurturing your network isn't just a nice idea—it's absolutely non-negotiable for long-term success.

Segmenting Your Sphere for Maximum Impact

Stop blasting the same generic newsletter to everyone in your database. A much smarter approach is to segment your contacts into tiers, which allows for more personal and effective communication.

Here's a simple way to break it down:

• Inner Circle (Tier 1): These are your champions—close friends, family, and past clients who have already sent you business.
• Active Network (Tier 2): Think past clients who haven't referred yet, colleagues from previous jobs, and acquaintances you see fairly regularly. They know, like, and trust you.
• Outer Network (Tier 3): This group includes local business owners, social media connections, and people from community groups. They know of you, but the relationship needs more nurturing.

This segmentation is all about helping you prioritize your time and energy. Your inner circle might get a personal phone call about a new restaurant opening up, while your outer network receives your monthly market update email. It’s all about delivering relevant value based on the depth of the relationship. To really nail this down, check out these simple strategies on how do you get referrals that actually work.

Creating a Practical 12-Month Touchpoint Plan

In the relationship game, consistency always beats intensity. Having a structured communication plan ensures that no one falls through the cracks and that you stay top-of-mind without being annoying. The goal is to create a healthy mix of digital and personal touchpoints throughout the year.

The most powerful real estate marketing tool is a genuine relationship. Your goal isn't just to be remembered when someone needs an agent, but to be the go-to resource for all things home-related in your community.

This year-long plan is a fantastic visual for how to balance your outreach. It’s not about doing one thing; it’s about layering different types of communication.

What this shows is that a great strategy relies on varying your methods each quarter to keep engagement fresh and meaningful. This strategic variety is the secret to building strong relationships that naturally turn into more clients. For a deeper dive, our guide on how to build rapport with clients has some great insights.

Below is a sample cadence you can adapt. It’s a blueprint for staying in front of the people who matter most to your business.

Annual Sphere of Influence (SOI) Touchpoint Cadence

A sample year-long plan for staying in touch with your network to generate consistent referrals and repeat business.

This table isn't about being rigid; it's about being intentional. By planning your touchpoints, you ensure your marketing efforts are consistent, personal, and valuable, which is exactly what it takes to build a referral-based business that lasts.

Going After FSBOs and Expireds the Right Way

Chasing For Sale By Owners (FSBOs) and expired listings is a classic playbook for a reason—you're targeting sellers who have already raised their hand and said, "I want to move." But the old-school, hard-sell tactics just don't cut it anymore. You have to be smarter.

These sellers are coming from a place of skepticism. FSBOs think they can save a buck by going it alone, and homeowners with an expired listing are beyond frustrated with the whole process. A generic script will get you nowhere. The only way to win them over is by leading with genuine empathy and providing undeniable value from the very first conversation.

The Value-First Approach to FSBOs

Let's be honest, the average FSBO seller is in over their head. They're trying to be a marketer, a showing agent, a negotiator, and a legal expert all at once. That's your opening. Instead of calling to ask for their business, call to offer a helping hand.

Your goal isn't a quick signature; it's to build a relationship over a few strategic touchpoints.

1. The Icebreaker (Email): Start with an email that offers something useful, no strings attached. Use a subject line that feels personal, like "A few quick thoughts on your home on [Street Name]." Inside, give them a simple, helpful resource—a link to a short guide like "5 Easy Ways to Improve Your Listing Photos" or "The Top 3 Mistakes Most FSBOs Make."
2. The Follow-Up (Phone Call): A day or two later, give them a call. This isn't about you; it's about them. Ask questions that get to their pain points. Try something like, "How have the showings been going?" or "What's been the most surprising part of selling it yourself so far?"
3. The Hook (CMA): Now it's time to show them what a pro can do. Offer to pull a professional Comparative Market Analysis (CMA) for them. Frame it as a simple way for them to double-check their pricing against what's actually happening in the market right now.

A professional CMA is often the lightbulb moment for a FSBO. It replaces their emotional pricing with cold, hard data, showing them exactly where they stand. It’s the single best way to demonstrate the market intelligence an expert agent brings to the table.

With a tool like Saleswise, you can generate a polished, data-rich CMA in seconds. Imagine offering it on the phone and having it in their inbox before you even hang up. That move alone showcases your efficiency and expertise, and it's often the one thing that convinces them they need your help to get this done right.

Rebuilding Trust with Expired Listings

When a listing expires, the seller is more than just disappointed—they're often jaded and deeply distrustful of real estate agents. They feel like they were let down, and the last thing they want to hear is another agent making the same old promises.

You have to address their frustration head-on. Don't dance around it. Start your conversation with empathy: "I noticed your home came off the market, and I can only imagine how frustrating that must be." Just saying that shows you get it and immediately sets you apart from everyone else. For a deeper dive into this strategy, check out our guide on crafting a modern expired listings script.

Your mission is to show them a completely new, data-backed game plan.

• Run a Rapid CMA: Let's face it, the #1 reason a home doesn't sell is almost always the price. Use a CMA to quickly diagnose the problem. Show them—don't just tell them—how their previous price stacked up against the competition and recent sales. This isn't your opinion; it's market data.
• Show, Don't Tell, Your Marketing Plan: The seller needs to see exactly what you're going to do differently. This is where you can blow them away with visuals. Use AI-powered virtual staging to show them how you can digitally transform their empty or dated rooms into spaces that grab a buyer’s attention online.

Think about it: you can show a seller their vacant living room beautifully furnished or their tired kitchen digitally updated with modern cabinets and countertops. You're not just telling them you have a better marketing plan—you're proving it on the spot. That "wow" factor helps them see a new vision for their home and rebuilds their confidence that with you, this time will be different.

Dominate Your Local Digital Marketing Scene

Referrals and pounding the pavement will always be the bedrock of a solid real estate business. But let's be honest: in today's world, a smart online presence is what separates the top producers from everyone else. Knowing how to get clients means mastering the digital space. Think of it as your 24/7 storefront and lead-gen machine, all rolled into one.

"Digital marketing" doesn't have to mean a five-figure ad budget, though. You can create a powerful local footprint that pulls in high-quality leads without breaking the bank. It's all about being precise and valuable, not just loud.

Run Hyper-Targeted Social Media Ad Campaigns

Boosting a "Just Listed" post to everyone in your city is basically lighting money on fire. The real magic of platforms like Facebook and Instagram is in their laser-focused targeting. You can get your message directly in front of the people most likely to need you right now.

It's time to think like a marketing pro. Who are you actually trying to reach?

• Custom Audiences: Take that email list you have—past clients, old leads, you name it—and upload it. You can run ads directly to them, maybe offering a free home valuation to remind them you're around. It’s incredibly effective.
• Lookalike Audiences: This is a game-changer. After you upload a list of your best past clients, you can tell Facebook to build a "lookalike" audience. It finds new people who share similar online behaviors and demographics with your VIPs.
• Demographic & Behavioral Targeting: Here’s where it gets spooky-good. You can target people based on life events that scream "I'm about to move." Think about people in your zip code who recently got engaged, are expecting a child, or have been poking around on Zillow or Realtor.com.

Once you’ve dialed in your audience, you need an offer they can't refuse. One of the highest-converting campaigns for seller leads is the simple, direct "Curious About Your Home's Value?" ad. Pair that message with a photo of a local landmark or a well-known neighborhood, and drive them to a simple landing page to request a free CMA.

Craft a Sustainable Content Marketing Workflow

I get it—creating content can feel like a second full-time job. But it’s crucial for building your authority and staying on people’s minds. The secret isn't to work harder; it's to work smarter by repurposing everything. You don't need to invent something new every single day.

Focus on creating one "pillar" piece of content each month. Then, slice and dice it.

For instance, one monthly market update video can become:

1. A full blog post on your website diving into the key trends.
2. An email newsletter with the highlights sent to your entire database.
3. Four or five short video clips for Instagram Reels and TikTok, each hitting on a single stat or insight.
4. A handful of quote graphics for your social media feeds.

This "create once, distribute many" system is a massive time-saver. You can even use AI-powered tools to make it faster.

A single market update—just a few bullet points on recent sales and inventory in your core neighborhoods—can be dropped into an AI tool to spit out a month's worth of social media posts, blog ideas, and newsletter copy in minutes. This handles the grunt work, freeing you up to actually engage with the comments and messages that come in.

This workflow turns content creation from a daily grind into a manageable, strategic task. A solo agent can absolutely maintain an online presence that looks like it's run by a big team.

Focus on Value That Drives Action

Every single thing you post online needs a purpose. It has to offer real value. Instead of just posting another pretty picture of a house, get inside your audience's head. What are they worried about? The home-buying process? Interest rates? Is now even a good time to sell?

Here are a few value-driven content ideas that actually generate leads:

• Checklists: "The Ultimate First-Time Home Buyer's Checklist"
• Guides: "A Seller's Guide to Staging for a Quick Sale"
• Local Spotlights: "Our Top 5 Family-Friendly Parks in [Your Town]"

And please, end every piece of content with a clear call-to-action (CTA). Don't just hope they’ll figure out how to contact you. Tell them exactly what to do next: "Download my free guide," "Request your custom home valuation," or "Book a 15-minute chat."

When you consistently offer real help and make it easy for people to take the next step, your digital marketing will become a reliable, client-generating machine.

Turn Your Open Houses Into Client-Generating Machines

Let’s be honest, for a lot of agents, the weekend open house feels more like a chore than an opportunity. But what if I told you it’s one of the most powerful ways to get face-to-face with motivated buyers and even future sellers in your farm area? It's time to stop just putting out a sign and some cookies.

A truly high-ROI open house is a three-act play: the pre-show promotion, the main event engagement, and the all-important post-show follow-up. Get these right, and you'll walk away with a pipeline of solid leads, not just a sign-in sheet.

Act I: Building Buzz Before You Open the Doors

Your real work begins days before anyone walks through the door. The mission is simple: create a buzz that makes your open house an unmissable event.

Start drumming up interest with targeted social media posts. Use your best professional photos and throw in a quick video tour to really grab attention. A huge hook you can use is virtual staging. Show people exactly how that empty living room could look with furniture or how a dated kitchen could be transformed. You're helping them connect emotionally before they even arrive.

If you want to really stand out, check out some of these creative open house ideas for realtors to get your marketing juices flowing.

Act II: Engaging Visitors Like a Pro

That sign-in sheet is a tool, not the goal. The real magic happens in the conversations. Ditch the old, passive "Let me know if you have any questions" and start digging deeper.

Try sparking genuine conversations with questions like:

• "So, what was it about this home that made you want to come see it today?"
• "Are you just dipping your toes in the water, or have you been looking for a while?"
• "What are a few of the must-haves on your dream home checklist?"

Now, for the ultimate power move: deliver instant, tangible value. Have your tablet ready with a tool like Saleswise. The moment a visitor mentions they own a home down the street, offer to pull a quick Comparative Market Analysis (CMA) right then and there.

Picture this: you turn to a curious neighbor and say, "You know, I can have a full valuation report for your home in your email in about 30 seconds." This one move instantly elevates you from a host to an indispensable market expert. It's a value bomb they won't see coming and will have a hard time saying no to.

Act III: The Follow-Up That Actually Converts

This is where 90% of agents drop the ball, and it’s a costly mistake. The real money from an open house is made in the days after the event. Most attendees won’t hire you on the spot; your job is to systematically nurture these new contacts until they’re ready.

You absolutely need a structured follow-up plan. A single mass email just won't cut it. To actually convert these leads, you need a multi-touch, multi-channel approach.

Here’s a simple 7-day cadence that can turn attendees into appointments:

1. Day 0 (Immediately After): Send a quick, personal "Thanks for stopping by" email to everyone. If you promised someone a CMA, make sure it’s attached.
2. Day 1 (The Quick Text): Fire off a simple text. "Hi [Name], it's [Your Name]. Just following up from the open house yesterday. Did any questions pop up overnight?"
3. Day 2 (The Low-Pressure Call): Make a brief phone call. The goal is to be helpful, not salesy. Ask about their search and what their plans are.
4. Day 4 (The Value-Add Email): Send something genuinely useful. This could be a list of other similar homes on the market or a simple buyer's guide.
5. Day 7 (Final Check-In): One last friendly check-in via call or text. "Just wanted to see if there was anything I could help with as you continue your search. I'm here if you need me!"

This kind of methodical follow-up screams professionalism and persistence. It’s how you stay top-of-mind and build the trust required to become the agent they call when they're ready to make a move.

Deliver a Listing Presentation That Closes the Deal

This is it. The listing presentation is your final interview, the moment where all that hard work chasing leads finally pays off. Think of it less as a meeting and more as a performance. You need to weave together compelling data with a powerful story that makes you the only logical choice to sell their home.

Your ability to nail this meeting will make or break your business. The homeowner isn't just looking for an agent; they're looking for a confident, strategic advisor who has a clear, data-driven plan to get them to the finish line.

Frame the Conversation Around Their Goals

Before you even think about opening your laptop or sliding a CMA across the table, start with a simple conversation. Get to the heart of why they're selling.

Ask them directly: Are you relocating for a new job? Is the family growing and you need more space? What was your last experience with an agent like? This isn't small talk; it's a critical part of the process.

This simple act of listening shows you're a partner invested in their outcome, not just a salesperson with a canned pitch. It builds a foundation of trust that becomes absolutely essential when you get to the tougher topics, like pricing and your commission.

Tell a Story with the Comparative Market Analysis

The Comparative Market Analysis (CMA) is the core of your presentation, but too many agents treat it like a data dump. Dropping a thick stack of comps on the table and hoping the seller connects the dots is a recipe for disaster. Your job is to turn those numbers into a clear, strategic pricing story.

A truly great CMA presentation walks the seller through the market, step-by-step.

• Start with the big picture. Show them what's happening in their zip code or neighborhood. Are prices trending up? How long are homes taking to sell? This sets the stage.
• Zoom in on the competition. Next, introduce the active listings—the homes they're up against right now. Point out the key features and be honest about how their home stacks up.
• Show them the proof. Finally, bring it home with the recently sold properties. This is the most important part because it's what buyers in their area have actually been willing to pay.

Your CMA isn't just a report; it's the irrefutable evidence for your pricing strategy. When you present it as a logical narrative, the seller arrives at the right price with you. It becomes a collaborative conclusion, not a number you're forcing on them.

This approach immediately positions you as the market authority. Instead of getting into an argument about price, you become the trusted guide who is interpreting the data on their behalf.

Visualize the Potential with Technology

In today's market, a winning presentation needs more than just comps and a marketing plan. You have to help sellers see the full potential of their property and truly buy into your vision for it. This is where modern tools can give you a massive edge.

Use technology like AI-powered virtual staging to show them exactly how their empty or cluttered rooms can be transformed into spaces that grab online buyers' attention. You can even present AI remodeling concepts, showing them how a minor kitchen update could dramatically increase the home's final sale price.

This isn't just a cool gimmick; it's a powerful sales tool. It helps them emotionally connect with your marketing plan and justifies your commission by demonstrating a level of service and vision that other agents just can't match.

Overcome Objections with Confidence and Data

When you lay the groundwork correctly, you'll find that objections about price or commission are much easier to handle. You don't have to get defensive—you can just calmly refer back to the story you’ve already told with your data.

• On Pricing: If a seller insists on listing too high, you can say, "I completely understand wanting to get the highest price possible. As we saw with those sold comps on Elm Street, the market is valuing homes with similar features right around [Your Recommended Price]. If we list too high, we risk sitting on the market, and I want to help you avoid that."
• On Commission: If they question your fee, you can point directly to the value you've already demonstrated. "That's a fair question. My fee allows me to invest in the comprehensive marketing plan we discussed, including the professional photography and virtual staging that will attract the most serious buyers and command the highest possible price for your home."

Your entire presentation is a masterclass in your expertise. By the end, the seller shouldn't just be convinced they need an agent—they should be convinced they absolutely have to hire you.

Your Top Questions About Landing Real Estate Clients, Answered

Getting a foothold in real estate client acquisition can feel like you're trying to drink from a firehose. There are a million different strategies, and everyone has an opinion. Let's cut through the noise and get to some practical answers for the questions I hear most often from agents.

What's the Fastest Way for a New Agent to Get a Client?

Forget complex funnels for a minute. The quickest way to get business is to combine two things: high-energy, face-to-face activities and your existing personal network.

Your first move? Become the go-to agent for open houses. If you don't have your own listings yet, offer to host them for seasoned agents in your office. This puts you directly in front of motivated buyers and unrepresented sellers, right now.

At the same time, work your Sphere of Influence (SOI). Let every single person you know—friends, family, old coworkers—know you're in the business and eager to help. A great conversation starter is offering a free, no-pressure home valuation (CMA). This one-two punch of meeting new people and tapping into warm connections will build momentum far faster than relying on just one method.

How Many Clients Can an Agent Realistically Handle at Once?

This is a classic "it depends" question, but the answer really hinges on your systems and experience. If you're new, aim to handle 2-4 active clients at a time. This allows you to give them an incredible, high-touch experience without dropping the ball.

For a veteran agent with solid systems in place, that number can easily jump to 8-12 clients or even more. The goal isn't to hit a magic number; it's about knowing your own capacity.

The right number of clients is simple: it's the maximum you can serve without letting communication lag or the quality of your service dip. It's always better to absolutely wow three clients than to poorly manage ten.

How Do I Get Clients When I Have Zero Marketing Budget?

When you can't invest money, you have to invest time and effort—what we call "sweat equity." Your phone and your willingness to talk to people are your best assets.

Here’s where to focus that energy:

• Become an Open House Pro: As mentioned, volunteer to run them for other agents. It costs you nothing but a weekend afternoon and puts you in a room full of leads.
• Work FSBOs & Expireds: Get on the phone. Don't go in with a hard sell. Instead, lead with value. Offer a professional CMA or some honest market insights they might be missing.
• Create Scrappy Content: Use your smartphone. Film a quick walk-through of a local park or a tour of a popular neighborhood. Post local market stats on your Instagram story. It's free, authentic, and it works.
• Lean on Your Network: Your personal connections are gold. A referral is the best, highest-converting lead you can get, and it costs absolutely nothing.

At the end of the day, a core challenge for every agent is figuring out how to generate leads that convert, and these hands-on methods have been proven to work time and time again.

How Can I Use Technology to Actually Get More Clients?

Think of technology as your personal assistant, one that helps you do more with the time you have. An AI platform, for instance, can help you whip up a stunning CMA or create virtual staging concepts in minutes, not hours. This is the kind of thing that makes a seller's eyes light up.

Use those same tools to generate professional-sounding emails, social media captions, and follow-up scripts without staring at a blank screen. Good tech lets you provide more value to more people, more efficiently. And that's what ultimately leads to more clients.

Ready to stop guessing and start closing? Saleswise gives you the AI-powered tools you need to create stunning CMAs in 30 seconds, generate compelling marketing content, and win more listings. Start your $1 trial today and see the difference at https://www.saleswise.ai.