3 Key Platforms for Attracting Leads to Your Real Estate Business

Published on November 7, 2012


Real estate license - Check.

Sponsoring broker - Check.

Association Dues and MLS - Check.

Cards, signs, lockboxes, website - Check.


Now how do I get leads?

Great question. Isn’t that what all sales people want to know? If there was an easy way to identify leads, sales would be easy and then everyone would be doing it.


Attracting leads is simple - but not easy

Here are 3 Key Platforms that successful agents develop in order to fill their sales funnels.

Your current sphere of influence. This includes people that you have close relationships with like friends and family, but also includes your past and current clients, organizational affiliations, colleagues, and acquaintances.

  • Professional Platform

Business to Business connections. B to B networking and the subsequent relationships with those business owners, corporate executives, human resource managers, entrepreneurs, and other professionals not only contribute great value to your referral network, they also serve as critical components of your overall client service delivery.

A business to business platform is essentially a sub-section of the overall personal platform, although it is made up of a highly targeted group of people who are likely more influential and well connected. These relationships take longer to cultivate and yet once the relationship is solidified, there is opportunity for both higher quality leads and an increased number of them over the life of the business.

  • Public Platform

This platform includes geographic farms, niche markets, the media, and virtually everyone else fitting your target audience. You could naturally break this down into sub-categories, but nonetheless, it is a big number -- an unknown one really.

Although the public platform is less likely to yield enough immediate business to sustain a profitable business in the beginning, it cannot be ignored as an important long term business platform.


Due to the immediacy of business coming from one’s sphere of influence early on, it makes sense to focus first on one’s Personal Platform first.

As agents are developing and nurturing their Personal Platform, they are also growing both their professional and public platforms.


All too often we see REALTORS® rely too heavily on one platform (usually the Public Platform) while forsaking the others. This can be tricky if the market shifts making one platform or the other less effective.

In order to maintain consistency of leads and a well-rounded business model, all three platforms are critical.


Note: Although none of the material for this particular blog was taken directly from the book, my inspiration for the writing of it came from Michael Hyatt and Platform: Get Noticed in a Noisy World. You will notice that my blogs on this topic going forward include more direct content and I give him full credit for those contributions.


Nikki Buckelew is the Founder and CEO of the Seniors Real Estate Institute, a coaching and training company for real estate and senior housing professionals committed to serving senior adults, and Co-Founder and President of NikkiandChris.com Coaching and Training, a coaching and training company for real estate agents, brokers, and leaders with SoulFire.

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