Why Real Estate Agents Struggle with Consistent Lead Generation (And How to Fix It)
Let’s get real for a second.
If you’re a residential agent right now — especially one who doesn’t have a team of marketers or an endless referral pipeline — staying consistent with lead generation probably feels… exhausting.
One week you’re slammed with showings, inspections, and offers. The next? Crickets.
And when the market cools off or your pipeline runs dry, you start scrambling. Posting random stuff to Instagram. Logging into that lead platform you forgot you were paying for. Maybe even convincing yourself you should like cold calling.
Sound familiar?
You’re not alone.
As the #1 Real Estate Coach and AI Speaker at Tom Ferry, I coach agents every day who are in that exact loop — overwhelmed, overworked, and deeply unsure how to stay consistent without burning out.
Here’s the good news: There’s a better way.
This post breaks down exactly why agents struggle to generate leads consistently in today’s market — and more importantly, a step-by-step plan to fix it with smart systems, AI, and zero fluff.
Let’s go.
Why Agents Are Struggling with Consistency in 2025
1. The Market Shifted, But Their Strategy Didn’t
In 2020–2021, many agents entered the industry during a market boom. Buyers were calling, listings were flying, and it was easy to mistake luck for lead gen.
But post-pandemic? We’re seeing higher rates, tighter inventory, more compliance, and buyer hesitation. And that “just post and pray” strategy? It doesn’t work anymore.
In California, agents are struggling to get traction because affordability is crushing urgency. In Texas, Senate Bill SB140 changed how agents can collect and use data. In Florida, fast-paced tech adoption leaves non-digital agents behind.
2. They Rely Too Much on Paid Leads
Look — I’m not anti-paid leads. But let’s be real: platforms like Zillow have sub-1% conversion rates and cost hundreds per month. It’s no wonder agents feel burned.
And that’s before we even talk about the mental energy it takes to chase strangers who ghost after the first text.
3. They Don’t Have a System — Just Spurts of Activity
Here’s what most agents call “lead gen”:
- A burst of Reels after a coaching call
- A month of handwritten notes after a closing
- A round of cold calls after a market dip
None of that is bad. But none of it is sustainable.
If you want consistent leads, you need a system that runs whether you’re slammed with showings or at your kid’s football game.
That’s where systems — and yes, AI — come in.
The 6-Step System to Consistent, Scalable Lead Generation
Step 1: Diversify (And Audit) Your Lead Sources
Ask yourself: Where are my leads actually coming from?
Not where you hope they come from. Not where other agents say they should come from. But the actual sources that lead to clients.
Start with a simple audit:
- How many came from referrals?
- From paid platforms?
- From social media?
- From events or pop-bys?
Then diversify. For example:
- In California, post content focused on affordability and first-time buyer education
- In Texas, lean into expired listings and make sure your CRM is SB140-compliant
- In Florida, leverage off-market inventory and local networking events
Avoid: Solely relying on low-converting online leads. If it feels like you’re always paying more and getting less — it’s time to adjust.
Step 2: Brand Like a Business
A lot of inconsistency comes from confusion.
If your brand isn’t clear — or if it changes every time you’re inspired — your audience doesn’t know why they should trust you.
Instead:
- Use a consistent tone and look across platforms
- Build a simple website that reflects your expertise
- Set up a Google Business Profile with regular posts and reviews
Posting weekly market updates is great. But if your last post was a Just Sold 8 weeks ago, people notice. (So does the algorithm.)
Pro Tip: Use AI to draft content in your brand voice. Tools like ChatGPT, Ylopo, and Follow Up Boss integrations can help you batch a month of content in one sitting.
Step 3: Set Up Automated Follow-Up
Here’s a stat that makes me crazy: 48% of agents don’t follow up after the first contact.
You worked hard for that lead. You paid for that ad. You got the referral. And then… nothing?
Here’s what I coach agents to do:
- Set up a 5+ step email/text sequence (automated)
- Use AI to personalize messages based on client behavior
- Create templates like: “Based on your interest in homes in [Area], here’s a 7-day snapshot of the market.”
Case Study: Jenny in Raleigh, NC
Jenny went from 15–17 deals per year to doubling her business after we built a 12-month pop-by plan with automated follow-up and a social content calendar. She now gets a 79X return on her pop-by investment — because her follow-up doesn’t drop off.
Step 4: Prioritize Relationships (Not Just Funnels)
Systems don’t replace relationships. They support them.
Host local events. Write real notes. Show up.
- In CA: Partner with mortgage brokers for first-time buyer workshops
- In TX: Use AI to tag and prioritize your SOI by likelihood to transact
- In FL: Combine pop-bys with geofenced Facebook ads for visibility
Relationships will always outperform ad spend — but only if you stay top of mind.
Step 5: Use AI for Prospecting (Smartly)
You’ve heard me say this a hundred times: AI isn’t here to replace you. It’s here to help you stop doing $5/hour tasks.
Here’s how:
- Use Revive or Likely.ai to identify seller leads in your database
- Use ChatGPT to write custom email sequences
- Use your CRM to build smart lists (e.g., “Haven’t responded in 14 days”)
Case Study: Jeff in West Palm Beach
Jeff had never worked expired listings before January. Once we built a backend system using Follow Up Boss and API-driven data, he picked up two listings in his first three weeks — and had a repeatable plan.
Step 6: Track, Adjust, Repeat
This is where most agents stop — and where my best clients double down.
Track weekly:
- Number of leads generated
- Source of each lead
- Contact attempts and results
- Conversion rates
If your Facebook ads cost $800 and generated one response, that’s not a failure — it’s data. Use it.
The Truth About Consistency: It’s Built, Not Birthed
You’re not “bad at consistency.”
You’re just building a business in a noisy world without clear systems.
The agents I coach who break through — who stop the cycle of lead feast or famine — don’t do more. They do less better.
They build:
- A clear content engine
- A manageable follow-up plan
- A support system that includes automation, AI, and delegation
And they repeat it. Again and again.
That’s how you build a pipeline that doesn’t dry up every 60 days.
You’re Closer Than You Think
If no one’s told you lately: You’re doing a great job.
It’s hard to run a real estate business in 2025 — especially when it feels like the rules keep changing.
But you don’t need to do this alone. And you don’t need to invent the wheel.
You just need the right framework — and a coach who speaks fluent real estate and fluent AI.
Want more ideas, templates, and examples?
Visit www.coachemilyterrell.com or follow me on Instagram at @coachemilyterrell.
You’ve got this.