January 01, 2026

Who doesn’t want more business? Texas REALTOR® magazine asked members what innovative and effective strategies they use for generating leads. Read what has worked for them and what might work for you, too!

Offer value first without obligation

With a winter storm approaching Houston, Brian Buster hit the streets of Montrose and the Museum District with an armful of flyers. “I turned to old-school marketing, distributing 400 flyers with essential tips to protect against freezing temperatures,” he says. “My mission wasn’t about soliciting business but instead spreading crucial awareness to help residents protect their most significant investments: their homes.”

What the Compass Agent discovered was that these handouts led to heartfelt conversations with residents. “We talked about their concerns, past experiences with harsh weather, and even shared a few laughs,” he recalls.

The recipients didn’t see Buster as a real estate professional but instead as a neighbor who cared. “The positive feedback was overwhelming. Some homeowners even mentioned they’d never had a real estate professional take such a personal interest without an agenda attached. By choosing to forego traditional marketing in favor of genuine outreach, I was able to build trust and demonstrate my commitment to the people within these neighborhoods.”

Fostering community relationships is invaluable, Buster has learned. “This approach not only enriches others’ lives but also brings a deeper sense of fulfillment to the work I do.”

Bring new sellers into the market with personalized data

There may be homeowners in your area who would move if the price was right. Amanda Williams’s idea was to search for homeowners who bought homes with two or three bedrooms about eight to 10 years ago.

“I reached out, sharing insights about their home’s value,” says the Our Texas Real Estate Agent in Amarillo. “Many had built significant equity, making it a great starting point for discussing their next move.” Those personalized details made her communications feel more genuine.

Williams would then make it easy for homeowners to take advantage of this new information. She works with an investor to make a full-market-value cash offer on the home, then addresses any repairs that appear on an inspection. She would then list the home within 30 days. The homeowners would receive most of the cash upfront and the rest after the sale of the house.

“This not only caught their attention but also positioned me as a proactive agent ready to help them upgrade,” she notes. She remembers one couple who didn’t realize how much equity they had built up, thanks to rising home values. “I mentioned how this could be a great opportunity for them to consider moving to a larger space as their family was growing.”

The couple took Williams’s cash offer, and Williams was able to attract several prospective buyers to the property in less than a week. The couple moved into a beautiful four-bedroom home, complete with a backyard for their kids to play in.

Strengthen your brand, and prospects will connect with it

“I have branded myself so well that there are multiple ways for me to stay top of mind,” says Laura Gutierrez. “Social media has become one of my most popular spots for getting valuable leads.”

The Three Diamonds Realty Group Team Lead with All City Real Estate in Austin lives her brand. “My brand is not just colors and logos. My brand is who I am,” she continues. “I have a series called Talk About It Tuesdays on my Instagram, where I talk about a new educational topic every Tuesday. I never miss a week. It’s become so popular that when I walk into a room, it becomes a conversation starter! People look forward to it. That has brought me several clients and followers.”

Finding success through social media requires consistency and authenticity. Don’t try to imitate what has worked for others online, she warns. “If you do as others do, your true self will not shine. Not everyone is comfortable sharing their personal life on social media, and you do not have to. You can still attract people if you stay true to yourself.”

Real relationships can produce solid leads

All of Angie Shires’s business comes from referrals. “I have found that staying in contact with my clients has served me better than any amount of money I can spend generating cold leads,” says the Willow Property Group Broker based in Tyler.

Her advice is to be genuine when interacting with your sphere of influence. Shires maintains real relationships with her former clients, friends, and family. “Don’t always make the conversation about your business or even real estate,” she recommends. “Ask them about themselves. It will make them feel special or heard.”

Just like happy former clients can become your brand ambassadors, friends and family may be eager to connect you to new clients to support you in your career. And that’s all because of the relationships you built.

“I have a casual friend who is one of my biggest cheerleaders,” she continues. “I have never worked with this person but at least three times a year, she will refer me to one of her friends or a family member!”

Stay client-focused in your approach

Ceelie Hetzel is a big believer in the idea that people never forget the way you make them feel. Her pitch to prospects is to call her for caring customer service throughout the transaction.

The Agent with The Agency KPJ in Midland uses what she calls an emotional marketing strategy. She shares stories on social media that promote all the little ways she supports and reassures her clients all the way to closing and beyond.

In one post, she told the story of a transaction of a client navigating selling her home while her husband was in an assisted living facility. The client was tired, stressed, and overwhelmed. On closing day, Hetzel surprised her client with a supportive letter telling her how amazing she was and how proud of her she was for getting to the finish line.

“I told her to read the letter and when she was finished, I wanted her to look around and sit on her bench swing as long as she needed to in order to soak up all of the good memories, memories she’ll cherish forever, from that house,” she says. They went inside and Hetzel held the client’s hand as the client walked from room to room, praying over the home and blessing the family that would make new memories there.

Hetzel was able to capture a few moments from the transaction and shared the story online. “You can actually become very successful by simply caring about people.”

Make it easy for prospects to approach you

Homeowners may want to sell their homes but don’t know who to call. They need help but the whole process seems overwhelming, Greg Bennett says.

The Greg Bennett Fine Properties Broker’s solution to this problem is to be known and approachable. Make prospects aware of who you are and how you work. “One of the most effective ways we have to overcome that resistance to selling is to meet people in person. Knock on doors, attend events, hold open houses. Be proactive but don’t chase.”

Focusing on your nearby market also helps. Make it your base. Prospective sellers may reach out to you, the Sugar Land-based professional says.

Empathy can connect with the next of kin

Pre-probate leads can be challenging, explains Nancy Wallace-Laabs. It takes genuine empathy and patience to reach people who may be actively grieving the loss of a family member.

The Frisco-based Broker of KBN Homes works with a nationwide company that matches death certificates to property records. The company sends her leads where family members have inherited property.

She reaches out to families after the homeowner has died but before the will has gone to probate court. “I use a simple message, and time the arrival of my marketing piece so that the family is not as angry when I call,” she says. Wallace-Laabs has also partnered with funeral homes to connect with these potential clients.

One time, Wallace-Laabs connected with the personal representative of a family tasked with selling their parents’ home. “The mother had passed several years prior, and after the father’s passing, the siblings were left with a hoarder home that was outdated,” she says. “The family members were looking for a quick sale, and I was able to connect them to my investor network. The family received a top offer for the home in its current condition, and we were able to help them with organizing an estate sale. That gave them time to go through the house to keep any personal items.”

Real estate professionals who attempt these types of transactions should expect the family to go through all kinds of emotions, including anger and sadness, as they process the loss of their loved one.

“These types of leads are not for the faint of heart, but this makes them a great source of leads, as there is less competition compared with other leads. Pursuing these also allows you to market to a targeted niche group.”

Go beyond the business card

Chad Goldwasser doesn’t carry business cards. When he meets a new contact, the Broker from Pure Gold Realty Group in Austin shares his contact information via smartphone and then asks some follow-up questions: What is your favorite musician or group, and what is your birthday? Goldwasser then asks if he can take a selfie with the contact so he can never forget his or her face on the day they met.

He remembers texting a contact the picture they took together, along with a song from the contact’s favorite band. “I told him it was great to meet him and that I would follow up with him to grab a coffee soon.” He requested his contact’s address to send a handwritten note and schedule their coffee meetup.

“Long story short, we built a relationship and now I have his home listed for sale,” he says. “This is an innovative strategy that I created and have been using that is designed to build relationships, not just gather business cards.

“I think sometimes in real estate we forget that it’s not all about us,” he adds. “If we first focus on building a relationship and creating a friendship that is mutually beneficial, we earn the business.”