How to Dodge the 'Bad' Leads

Services for Real Estate Pros with BrandFace, LLC

Do your leads make you feel like you’re living in Glengarry Glen Ross

Anyone who has seen this movie knows exactly what I’m referencing.  It’s a movie about four real estate agents competing to keep their jobs.  Their real estate company hires a corporate trainer whose mode of ‘motivation’ is pitting agent against agent in a cutthroat competition.  During his training period, only the two top producers will keep their jobs, and the other two will be fired.

The blockbuster stars (Jack Lemmon, Al Pacino, Alec Baldwin, Kevin Spacey & Ed Harris) focused on ‘leads’ so much that it was mentioned 109 times in the movie. They were demoralized, degraded and painted into the ‘numbers game’ corner.

I’m sure you’ve felt the same way. I know I have. When you feel like you’re chasing down dead leads, the frustration that causes can filter through everything else you’re doing to try and grow your business. It impacts everything.

The sad truth is…the leads dilemma hasn’t changed. You need the good ones…NOT leads like these:

  • Tire Kickers (endless showings & no decision)
  • Ungrateful (no matter how much you do for them, it’s not enough)
  • Know-It-All (no matter how much you know, it’s less than they know)
  • Deserters (string you along for months, then desert you for an agent they saw on a yard sign they passed by over the weekend) 

And that’s only the beginning of the ‘bad leads’.

But what about the leads you DO want? Do you have a clear picture in your mind of the IDEAL CUSTOMER you’d like to have? Have you defined what YOU can offer to them that SETS YOU APART from all the other agents?

I was in media sales for 18 years. Believe me, I know a thing or two about leads you don’t want. But when I changed how I presented myself to the world, a magical thing happened. I began to see a sharp decline in those leads I didn’t want…and began ATTRACTING the ones that were a perfect fit.


Here's the big secret I learned:  Your brand is a lead magnet.


The right message and image attracts EXACTLY the type of lead you want…and actually repels the ‘unmentionables’. 

Spending more money to generate more of the frustrating leads is usually not the answer. Defining the leads you want and creating the brand that attracts them will not only position you for success, it will make every single marketing tool you use work more effeciently and effectively.

You deserve the GOOD LEADS. 

Posted by

Authors:  Tonya Eberhart & Michael Carr (BrandFace®, LLC)

About the Authors:

Tonya Eberhart is a Speaker, Author and Agent to Business Stars…and founder of BrandFace®, LLC.  Michael Carr is America's Top Selling Real Estate Auctioneer & a licensed broker in 27 states.  He was also a BrandFace® client before he became a partner.  Together, they focus on personal branding and marketing designed to help real estate professionals become the face of their business & a star in their market.  BrandFace® for Real Estate Professionals is a book, professional speaking series and exclusive workshop for agents.  For more information, visit

Comments (3)

Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Real Estate Agents - Luxury - Divorce

There is the good and bad...and sometimes...a lead when yuo least expect to become ANYTHING...does !

Feb 11, 2018 05:21 AM
BrandFace / Tonya Eberhart & Michael Carr

Agreed, Sally K. & David L. Hanson!  

Feb 11, 2018 06:23 AM
faye schubert
Branson, MO
Living the Branson Lake Life

Branding sets the tone for the business that you do!

Feb 11, 2018 06:05 AM
BrandFace / Tonya Eberhart & Michael Carr

Couldn't have said it better, faye schubert:) 

Feb 11, 2018 06:23 AM
William Feela
Realtor, Whispering Pines Realty 651-674-5999 No.

Asking the right questions up  front is the best way to weed out the non-productive leads

Feb 11, 2018 07:10 AM