Human Touch Key to Winning Listings Now
Agents are doubling down on phone calls, open houses, farm areas and consistent personal outreach, pairing smart tech with high-touch connections for new business.
NEW YORK — Lead generation has become more challenging amid higher mortgage rates, limited inventory and cautious buyers.
Real estate professionals are refocusing their attention on relationship-based outreach to navigate tough market conditions. This includes reaching out to past customers and referrals, as well as focusing energy on open houses and community involvement.
"A lot of Realtors® have pulled back from their social media posting because it's just expensive and doesn't actually convert," said Courtney Poulos of ACME Real Estate, who has seen stronger engagement from higher-touch efforts such as phone calls and nurture campaigns.
Others stress the value of concentrating on a defined farm area and staying consistent. "If you try to serve too many people, you're going to be a jack of all trades and a master of none," Jonathan Spears of the Spears Group at Compass said.
Some teams are incorporating artificial intelligence tools to streamline operations and outreach, but agents maintain that trust, visibility, and ongoing personal contact remain central to generating business in a slower market.
Source: Inman (02/24/26) Dickerson, Lillian
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