I've talked to hundreds of real estate agents over the past five years.
Almost all of them have a website. Almost none of them get meaningful leads from it.
Here's why — and what actually works.
The Website Myth
The real estate industry has sold agents on the idea that a beautiful website is the foundation of their marketing.
It's not.
A website is a destination. It only works if people are already looking for you. And most people aren't looking for you — they're looking for an agent their friend recommended.
What Actually Drives Referrals
The agents with the most consistent pipelines share three things:
1. A systematic follow-up process They don't wait for people to come to them. They have a documented system for staying in touch with past clients, current prospects, and referral partners.
2. A reputation for a specific thing The best referral agents are known for something specific. Not "great service" — everyone claims that. Something like: "She's the agent who specializes in helping teachers find homes near good schools" or "He's the guy who knows every off-market deal in East Nashville."
3. Consistent visibility They show up regularly — in people's inboxes, on social media, at community events. Not to sell. To add value.
The 1-3-5 Referral System
Here's the simple system I teach:
1 anchor relationship per week: One deep conversation with a referral partner. Not a pitch. A genuine check-in.
3 value touchpoints per week: Three pieces of content, emails, or personal messages that add value to your network.
5 past client check-ins per month: Five personal calls or texts to past clients. Not to ask for referrals. Just to stay in touch.
That's it. 1-3-5.
The Website's Real Job
Your website has one job: to confirm what people already believe about you.
When someone gets referred to you, the first thing they do is Google you. Your website should confirm that you're credible, that you specialize in what they need, and that you're worth calling.
That's it. It's not a lead generation tool. It's a credibility confirmation tool.
Build your referral system first. Then build your website to support it.
— Keith
