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This article was updated March 31, 2025.
As real estate agents, we’ve all experienced the rollercoaster of success and struggle — one moment you’re closing deals and juggling clients, and the next, your pipeline is empty, leaving you scrambling to rebuild momentum. This stop-and-start pattern, what I call the “deadly cycle,” is more than frustrating — it’s a major threat to your long-term success.
Over the years, I’ve been caught in this cycle more times than I’d like to admit. But through those experiences, I’ve learned what it takes to stay consistent, avoid stagnation, and keep building momentum in any market condition. Let me share some insights that have made a huge difference in my business and can help you break the cycle, too.
Make no mistake about it, this is a momentum business. When you have it, everything goes your way. When you don’t, nothing seems to work.
The deadly cycle: Why it happens
Early in my career, I got trapped in a routine I see many agents fall into. I would get busy with clients, closings and all the tasks that come with being an agent, and during those busy times, lead generation would fall to the bottom of my priority list. I told myself, “Once I close these deals, I’ll get back to prospecting.”
Then the deals would close, and I’d look around to find … nothing. No leads, no pipeline, no next steps. Starting over every time is not only exhausting but completely avoidable. What I’ve realized — and what I teach agents now — is that you cannot afford to stop generating leads, no matter how busy you get.
Consistency is the difference between the top 2 percent of agents and everyone else. Top producers don’t let their pipelines dry up, even during the busiest seasons. They make time for lead generation every single day, no matter what. This means you have to prioritize the search for new sources of business, enhancing your relationships with current as well as new referral sources, and finding new ways to add value to your strategic partnerships.
Action beats stagnation
One thing I’ve learned is that action beats stagnation every time. If you feel stuck or overwhelmed, the best solution is to move — now.
For me, this means sticking to a plan, even on the hardest days. I focus on the basics: generating and posting content, making my calls, sending multiple texts and DMs, lead management in the CRM, promoting the next mega-open house and keeping my lead generation pipeline full. When in doubt, start building your relationships and get curious about how to set yourself apart with each and every conversation you have.
You also need clear goals for every conversation. When I go into a meeting, I’m not just there to chat — I’m there to make things happen. Whether it’s setting a buyer consultation, booking a listing presentation or gathering contact information, I know my objective before I even start the conversation.
One of the biggest reasons agents stay stuck is fear. Fear of rejection. Fear of hearing “no.” But here’s the thing: Even the top producers hear “no” more than they hear “yes.” The difference is: They’re willing to ask.
I’ve lost countless opportunities early in my career simply because I didn’t ask. I’d leave buyer consultations or listing presentations feeling like I had a great connection, only to never hear from those prospects again. Why? Because I didn’t have a clear objective, and I didn’t ask.
Ask meaningful and pointed questions:
- Have you had any conversations with neighbors about home values in the area?
- Are you curious what Bob and Suzie’s house sold for?
- What did you think of the data in my last newsletter?
- Do you need a referral for a great landscaper to help with spring cleanup?
If you’re unsure where to start, pick up the phone, sit in an open house or meet someone face-to-face. The quickest way to create momentum is by taking massive action. I’ve learned that fear and doubt will always hold you back, but pushing through and asking for what you want is the only way forward.
The secret to breaking the cycle
Breaking out of the deadly cycle isn’t about working harder — it’s about working smarter and staying consistent. Here’s how you can do it:
- Never stop lead generating: Make lead generation part of your daily routine, no matter what. If you don’t, you’ll eventually hit a plateau — and plateaus are where businesses go to die.
- Plan every conversation: Before you talk to a prospect, know your goal. Whether it’s to book a meeting or secure contact information, having a plan will make your conversations more effective and productive.
- Take massive action: When in doubt, act. Pick up the phone, knock on doors, or hold an open house. Action creates momentum, and momentum beats fear every time.
- Get comfortable with rejection: Rejection is part of the process. The more you ask, the more “no” you’ll hear, but you’ll also hear more “yes.”
- Hold yourself accountable: The most successful agents aren’t just disciplined — they’re accountable. Find a mentor, coach or accountability partner who will push you to stay on track.
Are you ready to take action?
If there’s one thing I’ve learned, it’s that success in real estate comes down to consistency and action. The “deadly cycle” doesn’t have to define your career. With the right mindset and daily habits, you can break out of the stop-and-start pattern and build a business that grows steadily over time.
The question is: What action will you take today?
Nick Schlekeway is the founder of Amherst Madison, a Boise, Idaho-based real estate brokerage. Connect with him on LinkedIn.
