From Buyer's Agent to Listing Agent: One Realtor's Story

It's no secret that being a listing agent is potentially more lucrative than being a buyer's agent. You don't have to accompany clients to multiple properties for showings, or submit bids that may be lost to cash offers — and if you have a listing, there's an excellent chance it will sell for asking or above in today's competitive market.

But being a listing agent is no walk in the park, especially with fewer homeowners willing to enter the market at all. So how do you transition to working with sellers rather than buyers — and do it successfully?

Brandon Watts, a Realtor from Gainesville, Georgia, knows exactly how, and he shared his story in a recent video interview with real estate broker and coach Brandon Mulrenin.

Early challenges

Watts entered the real estate industry in 2016, and initially focused on buying leads from Realtor.com and Zillow, and "working mainly just a lot of buyer business, running like crazy, all kinds of hours working seven days a week. I mean, I'd get a lead [when] I'd be in the shower — I'd jump out of the shower and call them."

Watts then joined a team where he worked mostly Zillow leads, but says he was met with a lack of direction on listing appointments, and struggled to acquire clients and close deals.

"I remember going to [my team lead] one time and saying, 'Hey, what do I do for my listing presentation?' and he pretty much didn't have an answer. He was just like, 'You know, hey, if they want to list with us, it's great — or not, that's okay too. Just go to the next one.' And I'm like, 'Wow, okay, I gotta do something different here.'"

That's when Watts began shifting his focus.

The game plan

Watts quit taking online buyer leads and joined a coaching program, which improved his sales and lead communication skills. In the past six months, Watts says that this coaching has resulted in 12 transactions and $78,000 in earnings.

So what does achieving this kind of success entail? Watts says he uses Vulcan 7 for prospecting. His primary lead sources are FSBOs and expired listings.

The heart of his success, however, is discipline. His lead acquisition strategy includes direct outbound prospecting from 8 AM to 12 PM every day. He averages around seven prospects per hour, totaling 25-30 leads per week. Thanks to consistent effort, Watts no longer needs to buy leads, which also results in increased profit margins.

His lead follow-up process is equally regimented. He leans on a folder system to classify leads: nurture (6-12 months), warm (90-120 days), and hot (within the next week or two). He then follows up on hot leads almost daily, warm leads weekly, and nurture leads monthly. To make him stand out in the minds of those leads, he sends them personalized thank-you cards and $1 lottery tickets.

Advice from a goal-getter

While Watts ended 2023 with 25 closings, generating approximately $150,000, he's aiming even higher for 2024. His goal is to net $300,000 in 2024 via 50 transactions, with a gross target of $416,000.

Here are his takeaways for those looking to achieve a similar level of success:

• Consistency is key: Stay focused and committed to the daily process.
• Mindset shift: Success takes time and often requires a shift in perspective towards the process.
• Daily routine: Approach each day with a commitment to the process, rather than worrying about immediate outcomes.
• Coaching and mentoring: Get a coach or mentor for guidance and structured planning.

Related reading

• How to Turn Your Real Estate Buyers into Seller Leads
• Tips for Growing the Listing Side of Your Real Estate Business
• Be a Better Realtor: 36 Tips and Tricks on Productivity, Goal Setting, and Self Improvement