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15 Listing lead generation ideas for a post-NAR settlement market

If you want to build the listing side of your business in the wake of the NAR settlement, here are 15 practical, actionable, doable strategies tailor-made for this moment.

“List to last” is a saying that has long been quoted in real estate. In the wake of a post-NAR settlement environment, its significance rings truer than ever. If you’re looking to increase the number of listings you take, this article shares 15 unique strategies or areas that can make it happen.

1. Geographical farming

Let’s start with one of the foundational strategies for generating listings, geographical farming. Farming, when executed properly, is the best listing strategy I know for providing a consistent flow of quality listing prospects. If you don’t have an area that you are farming, now is the time to start. If you have an existing farm area, now is the time to expand and add additional farms.

If you’d like a more detailed breakdown of how to choose and market to a geographical farm in a way that gets results, this article will help.

2. Call Airbnb owners

Airbnb owners are rarely satisfied with their current investments. Either they aren’t getting the returns they want and want to sell, or they are excited about their investments and want to look for another one. Many of the current Airbnb owners bought during the pandemic when booking rates were high and it was a trendy investment to make.

Then came the reality of managing the property, maintenance costs, and oftentimes disappointing revenue results. This makes calling these owners a prime opportunity for agents looking to find listings and potential buyers.

Here’s a simple script when calling Airbnb owners:

This is [agent name] with [company]. I saw that you own the Airbnb at [address], and I was wondering if there is a price where you might consider selling the home.

If they show any indication of possibly selling, you’ve found a potential listing. If they say they love it, ask if they would consider buying another place if you found one that made sense for them. These conversations are a great way to uncover both listing and selling opportunities.

3. Searchable YouTube content

YouTube has become the No. 2 search engine right behind Google. By producing local video content on neighborhoods, your city, and seller-specific search titles, listing leads can be generated organically.

Here are a few title ideas for videos you can shoot that will attract listing leads:

  • 7 mistakes to avoid when selling your home in [your city]

  • 5 simple upgrades to maximize the sales price of your home in [your city]

  • Seller’s guide: Navigating the [your city] real estate market in 2024

  • Maximize your home’s value: 3 essential tips before selling in [your city]

4. Circle prospecting

Calling the owners around a home that recently sold is a great way to add value and uncover listing opportunities.

This is a simple script starter for these calls:

This is [agent name] with [company]. I’m calling to make sure you have the details of the sale of the home a few doors down from yours at [address] since this sale will affect the value of your home. Have you received the details about that sale?

Find ways to add value to homeowners, and you will generate more listing opportunities.

5. Neighborhood Facebook group

Neighborhood Facebook groups are a great way to connect the owners with each other and for you to “host the party.” If you can identify an area or neighborhood that doesn’t currently have a Facebook group, this can be a goldmine for listing leads.

6. Buy lunch, not leads

Heidi Harris out of Raleigh, North Carolina, first brought this strategy to my attention. She decided to stop buying leads and instead spend that money buying lunch for her sphere of influence. If you focus on deepening the relationships you already have, they will expand your business through repeat business and referrals.

7. Expired listings

As the markets continue to normalize, expired listings will become increasingly more common. Now is the time to develop an expired listing program that systematically adds value to these homeowners who have raised their hand to let everyone know they desire to sell their home, but their previous listing agent was unable to make it happen for them.

8. Host open houses

Activity breeds activity. The next time you host an open house make sure you provide a time before the public open house for neighbors to check the home out before the anticipated crowds of people.

This is a script you can utilize via phone, mail or door-knocking before the open house to invite the neighbors:

I’m [agent name] with [company]. We will be hosting an open house this Saturday from 11 a.m. to 1 p.m. at your neighbor’s house that we currently have listed for sale. We will have the home open exclusively for owners in the neighborhood to preview before the public between 10 a.m. and 11 a.m. in case you want to see it before the anticipated crowds. I hope to see you on Saturday.

9. For sale by owners (FSBOs)

For sale by owners (FSBOs) often end up listing their homes with agents due to either frustration with the process or an inability to attract a buyer. Developing a plan of action where you provide value to the owners while they attempt to sell the home themselves positions you to be the agent of choice when and if they decide to list their home with an agent.

10. Ask for referrals

“Ask and you shall receive” is not just an often-used Bible quote. It’s true regarding referrals in real estate as well.

11. Probate listings

Probate is the process of distributing assets from an estate after someone passes away. This includes real estate, and once the court appoints an executor of the estate, they usually can list and sell real estate that is a part of the estate. This is an opportunity to provide value to estates, executors of the estates, or probate attorneys in a way that creates listing leads.

12. Take advantage of for-sale signs

Maximize your yard signs by utilizing attractive, clean signs, providing QR codes to video details of the home, and a “take one” box with flyers that include personal marketing about yourself on the back of the flyer. The yard sign is a billboard for you and your future listing clients in that neighborhood. Don’t miss out on maximizing the potential your yard signs provide.

13. Just-sold postcards

Sharing the details of your successful sale with neighbors of the home you recently sold increases their confidence that you can sell their home as well. Don’t miss doing the basics.

14. Maximize seller testimonials

Whether they be video testimonials or social graphic cards quoting your clients, sharing your seller testimonials increases trust, and trust is the precursor to listings.

15. Optimize Google Business Profiles

Prospective listing clients will Google you before working with you. Optimize your Google My Business profile to make sure they receive confirmation via your page that you are the listing agent for them.

The person who controls the listings controls the market. Act on these strategies, and you will generate more listings.

By Jimmy Burgess

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