How to Improve Conversion from 1% to 5%…
Million Dollar Team Principle #11: Focus on Getting the Most Out of What You Have (Stop Worrying About What You Don’t)
We live in a time where the next shiny object promises an improved conversion rate.
Real estate team leaders are bombarded with the latest lead source claiming to be the ultimate game-changer. But here’s the truth every million-dollar team knows: the real game-changer is already sitting in your CRM.
You’ve already paid for it. You’ve already captured it. You just haven’t finished the job.
In real estate, a lead is defined as someone who has searched for homes online and, in exchange for MLS access, gave their name, email, and phone number.
These leads, on average, convert at 1–2%. With consistent, long-term follow-up, they can convert as high as 5%. But here’s the kicker—there is no magic script, ad campaign, or tech stack that will push that conversion to 10% within the first 90 days.
Get rid of the idea that you can change the game in the first 90 days. That is a race you can’t win. It is like sprinting when you sign up for a marathon.
You are running the wrong race. Leave sprinting to car sales and time shares. You are in a marathon.
Let’s define solid follow-up. It’s not one voicemail. It’s not a clever email subject line. Solid follow-up means contact every 90 days until they buy or die.
That’s it. That’s the lever. Not a new lead source. Not a new tool.
Let me give you a real example from my own journey. I launched my first lead capture website in November of 2011.
That month, I generated 100 leads. And when I look back, we’ve now sold 9 homes from that group. That’s 9%. Over time. Over more than a decade.
Here’s the key insight – Conversion is not how many leads bought a home per 100, it is how many homes you sell per 100. Some clients will buy over and over and over again.
You likely have a gold mine in your CRM right now. Tens of thousands of dollars in commission are waiting, not in some yet-to-be-discovered lead source, but in the neglected leads sitting in your database.
The principle here is simple:
Maximize what you already have. Before you chase more, work better.
So the next time someone pitches you the “next big thing,” ask yourself:
Have I truly gotten the most out of what I already have?
The teams that win in the long run are not the ones with the most leads—they’re the ones with the most followed-up leads.
Nick McLean
Nick McLean Real Estate Group
The Reside Platform
PS. If you want to coach with me send me a text 509.670.1071
