The CEO Blog

‘m going to be real honest with you.

I’m really good at the expired script. Like, really good. I can say it backwards. I can say it forwards. I can say it while making my morning coffee and not miss a beat.

That didn’t happen by accident.

In the beginning of my career, I wrote that script out ten times a day. Five times in the morning. Five times at night. I learned that from Jeff Glover, and I’m passing it on to you because it’s the unsexy truth nobody wants to hear.

Memorization is the foundation. Everything else is decoration.

Think about an actor auditioning for a movie role. If they’re really good at what they do, they memorize the script first. They don’t try to ad-lib first and “find their version” of the lines. They learn the words exactly as written, and *then* they start adding flavor.

Before I get into how to build one, I want you to understand where lead magnets live inside the bigger picture.

There are stages to lead generation. The first one is called gather.

Gather is exactly what it sounds like. You are gathering — names, phone numbers, emails, and the specific real estate need attached to that person. That’s it. You’re not selling them anything yet. You’re not pitching. You’re collecting.

The next stage is nurture. Once they’re in your database, you’re deepening the relationship. You’re sending value. You’re checking in. You’re keeping yourself top of mind so when they’re actually ready to move, you’re the agent they call.

The third stage is convert. That’s when you take a nurtured lead and turn them into a signed client.

Most agents try to live in stage three. They want to convert, convert, convert. So every conversation, every text, every Instagram post is a pitch. And it doesn’t work, because nobody in stage one is ready to be converted.

Lead magnets live in stage one. They are the first piece of your strategic infrastructure. The first thing your back end does for you while you’re asleep. And once you have a good gather system in place, everything downstream gets easier — because you’re nurturing real prospects with real needs, instead of begging strangers to like you.

There’s a story in 2 Kings 4 that changed how I think about lead generation.

A widow goes to the prophet broke. Husband died, debt collectors are coming for her sons, and she’s panicking. The prophet asks her one question: “What do you have in your house?”

She says, “Nothing. Just a little oil.”

He tells her to go collect every empty jar she can find and start pouring. That little bit of oil filled every single jar. She sold the oil, paid her debts, and lived off what was left.

She didn’t need more. She needed to recognize what she already had.

That’s your database. Your phone. Your DMs. Your old coworker from the bank. Your cousin’s best friend who just had a baby. Your hairdresser who keeps talking about moving to a better school district.

You’re sitting on a well of oil and asking Zillow for a thimble.

Here’s the practical piece most agents miss: proximity is your blessing. The Bible says everything you need for life and godliness has already been given. That applies to your business too. But you’ve got to build a system that helps you see what’s already there, because right now? You’re looking right past it.

Let me paint this picture for you. You wake up in the morning. Your phone is at 100%. That battery represents your energy, your focus, your capacity for the day. Now imagine you spend 60% of that battery scrolling through leads that came in from some random form online. People who don’t know your name. People who are simultaneously talking to 15 other agents. People who clicked a button at 2 AM while eating cereal and have zero urgency to do anything.

By the time you get to the people who actually love you, who’ve bought from you before, who’ve sent their mama, their cousin, and their coworker your way… you’re at 10%. You’ve got nothing left. And those people — your A-list, your ride-or-dies — they get the scraps.