Every week, we talk to agents who tell me the same thing: “The leads are sh*t.”
Sometimes they’re right. Most of the time, it is not the leads. It is the system.
The latest episode of The Leads Are Sh*t, co-hosts Andrew Fogliato and Taylor Hack break down the real difference between agents who consistently close deals and those who keep fighting their CRM.
The conversation took some turns, especially when Ado Topuz from AgentLocator dropped in with the results of a $50,000 test comparing forced and non-forced registration leads. It all circled back to one thing: success comes from clarity, consistency, and systems.
Here are the biggest takeaways worth applying right now.
1. Don’t spend on ads until you know your conversion math
Before you start “getting more leads,” you should know exactly what happens when you already have them.
If ten people reach out, how many respond?
If ten appointments happen, how many turn into clients?
If you cannot answer those questions, ads will only multiply confusion.
As Taylor put it:
“You shouldn’t spend a ton on ads until you know what happens when more people come through your system.”
Start with data. Track your own ratios for 30 days. Once you know your baseline, then scale.
2. Forced registration isn’t the enemy. Lack of follow-up is.
Topuz’s test was simple. He spent $50,000 on Google Ads, half driving to a forced registration site and half to a non-forced one.
The result?
The forced registration version produced far more revenue. Why? Because his client actually followed up. When you have systems for immediate response, forced registration works. When you do not, every lead feels like a waste of money.
Before you worry about which platform to use, fix your response time.
Speed always wins.
3. Match your marketing to your muscle
Some agents thrive on referrals. Others are built for the grind of lead follow-up. Both are valid, but they demand different systems.
If more than 70 per cent of your business comes from repeat or referral, cold internet leads will frustrate you. You are used to trust being handed to you. Online leads require you to earn it.
That means shifting focus from getting leads to nurturing them with emails, retargeting, and genuine communication. Or, as was said in the episode:
“You might be talking to the wrong people or saying the wrong things to the right people.”
Know which problem you actually have.
4. Use content as the quiet closer
The agents winning long-term are not just buying attention. They are building authority. They use YouTube, newsletters, and local guides to make clients say,
“You’re the one I already trust.”
Think of content as the long-game version of forced registration. Every piece teaches people how to trust you before you ever meet. Start with one question you hear weekly, like “Should I buy or sell first?” or “How do I price my home in this market?” Record a short, honest video answering it. Then repeat.
Twenty of those will do more for your business than most lead services ever will.
5. Build systems before you buy leads
Forced or non-forced. Facebook or Google. Cheap leads or high-intent leads.
None of it matters if you do not have a process to handle what happens after the click.
- Map your response sequence (text, call, email).
- Automate what you can.
- Measure your follow-up attempts per lead.
- Train yourself or your team to close the gap between “interest” and “conversation.”
Topuz said it best:
“If you’re paying for traffic, you can’t afford not to have forced registration, but only if you actually follow up.”
Final thought
The agents who win are not better at generating leads. They are better at owning their process.
If you finished this article thinking, “Okay, I can tighten that part of my system,” good.
That is the point.
But if you want to hear the full conversation, including Topuz’s test data and how we would each build an online lead machine from scratch, you will want to watch the full episode.
Watch here:
Don’t miss the next episode of The Leads are Sh*t!
The leads aren’t the problem, the strategy is. Leads Are Sh*t is your weekly deep dive into smarter real estate marketing to help you attract, convert, and close more deals.
📅Live every Thursday at 2:00 PM EST. 🎥 Don’t miss out! Click here to secure your spot.
Related Posts
What Realtors can learn from a live pitch competition
Authenticity, preparation, and empathy – not polish – are what truly win listings, whether you’re on stage or at the kitchen table.
The future of listing presentations: Credibility, case studies & trust
Discover how to transform your listing presentations by building trust through storytelling, emphasizing certainty over price, and creating engaging experiences for sellers.
The Canadian Real Estate September Market Breakdown
Join REM’s Daniel Foch as he dissects the latest trends affecting Canada’s housing market, from interest rates to trade wars. Catch the insights you need to advise your clients effectively!
Content by REM Bot has been created with the assistance of AI. Audio and video interviews, conducted by our team with real people, are transcribed and repurposed into text for those who prefer reading. REM Bot articles are reviewed by staff before publication to ensure factual accuracy and maintain editorial standards.
