Most estate agents don’t struggle with lead generation because they’re bad at their job. The problem isn’t their ability to sell homes, negotiate offers, or provide great customer service. The real issue is that when a homeowner thinks about selling, they simply don’t think about them.
It’s not that people don’t want to use you. It’s that they don’t know, like, or trust you enough yet. And that’s not their fault. It’s yours.
Before a homeowner is ready to instruct an agent, they need to feel a certain level of familiarity. After all, they’re about to give you the keys to what is probably their most expensive possession. People do business with those they recognise and trust, which is why the agents who generate leads consistently aren’t necessarily the best agents. They’re just the most known in their local area.
Google’s 7, 11, 4 model explains exactly why this happens. Before someone truly knows, likes, and trusts you, they need seven hours of engagement, across 11 different touchpoints, in at least four separate locations. If you’re struggling to get leads into your business, it’s likely because you aren’t anywhere close to hitting those numbers.
Seven hours of engagement might sound like a lot, but when you break it down, it’s simply about being visible enough that when the time comes to sell, a homeowner feels like they already know you and what you are about. That could be through videos, social media, blogs, newsletters, community events, or any other way you show up consistently in your local market. If someone only sees your name once or twice, they won’t remember you when they need an agent. But if they’ve watched your market updates, read your articles, and seen your name attached to properties in the local area, you’ve already done half the work before they ever pick up the phone.
Eleven touchpoints means local homeowners need to come across you repeatedly before they start paying attention. A leaflet through the door once a year isn’t enough. A single social media post won’t move the needle. Agents who struggle with lead generation often dip in and out of marketing, hoping that one effort will lead to an instruction. But homeowners need multiple reminders over time before they connect the dots. That’s why you can never rely on just one method of marketing.
The final piece is showing up in four different media. If a homeowner only ever sees you in one location, it’s easy for them to dismiss you. They might think you’re just an agent who posts on Facebook. Or someone who occasionally sends out leaflets. But if they see you on social media, in their letterbox, on local boards, and in their inbox, it creates a sense of familiarity that makes it impossible to ignore you. The more they see you, the more they trust you. The more they trust you, the more likely they are to instruct you to sell their home down the line, or at least call you out to see what you’ve got to say.
Most agents don’t have a lack of leads because they’re not good enough at listing and selling homes. They lose them because they were never considered in the first place. The agents who dominate their markets aren’t necessarily better at selling homes. They’re just the ones who make sure every homeowner in their area knows them long before they need an agent.
If you’re struggling with lead generation, the real question isn’t whether you’re a good agent. It’s whether you’re visible enough for homeowners to remember you when it matters. If the answer is no, then it’s time to change that, because if they don’t know you, they simply won’t call you.
Chris Webb is the founder of The Estate Agent Consultancy
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