I've been in brokerage for over 25 years now, and I've watched a lot of firms come and go.
And here's the thing: the ones that last don't have some secret sauce. They're not smarter than everyone else. They're not connected to some magic pipeline you don't have access to.
They just do three things, over and over, long after those things stop feeling exciting.
I call them the 3 F's.
Read through them and be honest with yourself about which one you're actually weak on, because trust me, we're all weak on one.
1. Follow Up — Until They Buy, Sell, Lease, or Die
There's a reality in sales that nobody wants to hear:
There are no shortcuts.
Saying "I'll circle back next quarter" is exactly where deals go to die.
Persistence isn't optional in this industry—it's the whole game.
That deal that "magically" came together in month fourteen? Nothing magic about it. That was touchpoint fourteen, the one that landed after thirteen rounds of "not now" that would've made most brokers give up.
And here's something you need to remember: every time you quit following up too soon, you're handing that prospect straight to the broker who's still calling six months later.
So How Do You Actually Execute This?
Start by putting every single prospect into a system the day you meet them.
CRM is preferred, but if it's a spreadsheet, then use it. Whatever works for you.
If it's not tracked, it doesn't exist.
Then set a follow-up cadence and actually stick to it. Don't wing it.
Something like:
Every two weeks for hot leads
Monthly for warm leads
Every two months for cold leads
And don't skip the "boring" ones just because they're not exciting anymore.
When you do reach out, bring something with you. Change the reason each time. Don't just say, "checking in."
A comp, an article, a market update, a "hey, this made me think of you"—give them a reason to actually want the call.
Block time on your calendar for follow-up like it's a client meeting.
Because it is one.
And here's the tell: the moment you catch yourself thinking, "they probably forgot about me," that's exactly when you pick up the phone.
That thought isn't a fact.
It's just the excuse showing up dressed as one.
2. Follow Through — On Everything You Say You'll Do
Your word is your inventory. Full stop.
You can have the best pipeline in the market, but if you tell someone you'll send the comps by Friday and Friday comes and goes with nothing, you just told them everything they need to know about doing business with you.
And here's what makes it worse: lose that reputation, and no pipeline saves you.
People don't just stop taking your calls.
They stop referring you altogether.
So How Do You Protect That?
Never promise a deadline you haven't already built room for.
Under-promise, then blow past it.
And the second you say, "I'll send X by Y," write it down, right there, before you even leave the room or hang up the phone.
If something's going to take longer than you thought, say so before the deadline, not after.
A call that says, "Hey, this is taking longer than expected, you'll have it by tomorrow morning," costs you nothing.
Silence costs you everything.
For me, this is a must: try doing a Sunday reset.
Look back at every promise you made that week and make sure nothing slipped through the cracks.
And treat the small stuff—returning a call, sending an article—with the same seriousness as the big stuff, like closing a deal.
People notice the small things more than you'd think.
3. Follow Back — With Your Network
Referrals compound.
Relationships are the deal flow you literally cannot buy with any ad budget, no matter how big it is.
The brokers who never run dry aren't the loudest marketers out there. They're the ones who show up for their network without keeping score.
They pick up the phone.
They send the referral back the other direction.
They stay a resource instead of always being the one asking for something.
Here's How That Actually Looks in Practice
When someone sends you a referral, close the loop.
Tell them what happened, good or bad. Don't let it disappear into a black hole.
And make "Who can I send business to this week?" a regular question you ask yourself—not just, "Who can send business to me?"
Stay in touch with your network even when you don't need anything from them.
Because the relationship you only show up for when you need a favor isn't really a relationship. It's a transaction, and people can always tell the difference.
Get involved.
Local RE groups, affiliate networks, industry events—deal flow follows visibility and trust, and both of those take reps to build.
And give before you ask.
Every single time.
Three Habits. One Career Built to Last.
None of this takes talent.
None of it takes luck.
It takes discipline, repeated so many times that it just becomes who you are.
So which one are you weakest on?
Follow Up, Follow Through, or Follow Back?
Be honest with yourself.
That's the one to work on this week.
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For more insights on brokerage growth, lead generation, recruiting, and building a long-term commercial real estate business, visit JoeKillinger.co or follow @JoeKillinger on Instagram, LinkedIn, and Facebook for new content every week.
