When it comes to lead generation, most agents are optimizing for the wrong metric.

They're chasing more leads when they should be chasing bigger ones.

Volume and deal size are two completely different games.

Getting more leads is about outreach mechanics—better lists, faster follow-up, and more touches.

Getting bigger leads is about positioning.

If you've built a brokerage beyond a few million dollars in revenue, you already know that the wrong hire costs far more than the fees and time invested in that person.

A bad hire can cost months of momentum, weaken team morale, and sometimes result in losing clients you may never get back.

Every new agent (including myself when I was starting) asks the same question in their first month: "When does this get easier?"

I always tell them- It doesn't get easier. It gets different.

I've watched hundreds of agents that are going through development programs, and there's a pattern I could set my watch by. 

Joe Killinger was frustrated when clients' needs started to outgrow the reach of his California real estate services firm. But he spotted an opportunity.

Commercial Brokers International helped foreign companies establish operations in California, finding retail space, offices and other real estate. The problem was, his Los Angeles-based firm often lacked the geographic reach to help clients that wanted to expand into Texas, Florida or other markets.

Every broker I know—including myself—is constantly chasing the next lead source. Whether it's a new CRM, another advertising platform, or the latest AI tool promising to fill our pipeline overnight, we're always looking for the next competitive edge.