Million Dollar Team Principle #96: Generate 20 Online Leads per Month for Every Full-Time Agent
In real estate, people who take action get fed more, and those who don’t get less. That’s the reality of running a high-performance team.
I was speaking with a full-time agent on a team who has successfully closed four homes in her first four months—and already has two more under contract. She shows up at every team meeting (four times a week) and is always available when I need her. By all measures, an agent selling one home per month is far exceeding the national team average, especially in their first year.
In year two, I expect her to sell 18–24 homes.
So, I asked her a simple question: “How many phone calls are you making on a weekly basis to your leads?”
Now, most teams have lofty requirements. They’ll throw around numbers like 35 two-minute conversations a week or 100 calls a day. But her answer shocked me: 20 calls a week.
Here’s the kicker: she still succeeds. Why? Because when she connects with someone, she delivers extraordinary service, market knowledge, research, and care.
So how many leads should I give her as her team leader?
If I give her 20 leads a month, she’ll call each lead four times. She’s working her way up to 40 calls a week, and I believe her natural max will be around 50. That’s enough. She’s not built for 200 calls a day—and she doesn’t need to be.
The system is simple:
- 20 leads per month for each full-time agent
- Every lead gets called at least 7 times or until contact is made
- Track call volume and match leads to actual agent capacity
This way, no lead is wasted, no agent is overwhelmed, and performance is measurable and scalable.
The secret isn’t in giving agents more leads. The secret is in giving them the right number of leads they can handle, while ensuring they maximize each one.
