Is Your Real Estate Business Invisible to the People Around You?
When I first got started in real estate, I had a problem I didn’t recognize at first: people didn’t know I was a real estate investor.
I was a teacher and principal. That’s how people knew me. I loved education, my school, and my students. But when someone was ready to sell a property, or someone inherited a house they didn’t want, I wasn’t the person they thought about.
That matters because opportunities often come from people who already know you.
If nobody knows what you’re looking for, they can’t send you the deal.
Quick Takeaways
People Need to Know What You Do
One of the biggest mistakes I made early on was keeping my real estate activity too quiet.
I wanted people to know me as a teacher. I didn’t necessarily want everyone knowing that I was buying houses on the side.
Eventually, I realized that was limiting my business.
If you’re a real estate investor, people should know it.
If you buy houses, tell people.
If you’re looking for rentals, tell people.
If you buy apartments, tell people.
If you’re looking for distressed properties, tell people.
The more people who understand exactly what you’re looking for, the more likely they are to recognize an opportunity and bring it to you.
Think about what happens at a barbecue, family gathering, church event, or business function.
Someone might casually say, “I’m trying to sell my mom’s house. It needs a lot of work.”
If someone there already knows that you buy houses, they might pull out their phone and say, “I know somebody who buys properties. Let me send you their information.”
That conversation can happen without you ever being in the room.
Don't Let Your Number of New Contacts Reach Zero
I like to think about two numbers every real estate investor should pay attention to:
- How many sellers are you talking to?
- How many new people learned what you're looking for?
I don’t want either number to be zero.
Even if someone you contact doesn’t want to sell their property, that conversation can still create another opportunity.
Tell them what you’re looking for.
Tell them you buy properties.
Give them your criteria.
Then ask a simple question:
“Do you know anybody else I should call?”
Someone who doesn’t have a deal for you today might know someone who does tomorrow.
You can also ask if you can text them your information so they have it if something comes up later.
That simple step turns a conversation that didn’t produce a deal into another potential source of leads.
Your Leads Are the Top of Your Business Funnel
Think about a funnel.
At the top, you have a large number of leads. As those leads move through the process, fewer become actual opportunities, and eventually some turn into revenue-producing deals.
That’s normal.
You shouldn’t expect every lead to become a deal.
The mistake is having too few leads at the top of the funnel.
I’ve experienced this myself. Whenever I’m complaining that I don’t have enough money, the problem is usually a lead problem.
You can’t get to the money without leads.
If you want more opportunities, you have to increase the number of people entering your funnel.
I'd Rather Have Too Many Leads Than Too Few
If I had to choose between having too many customers and not being able to serve all of them immediately, or having too few customers and constantly searching for business, I’ll take too many.
I’d rather be busy.
I’d rather have people waiting than spend my time wondering where the next customer is coming from.
The same principle applies to real estate investing.
You want a lead-generation system that continually puts new people in front of you.
That might include sellers, property owners, people with problems, potential coaching students, or people who need help with their properties.
The exact lead source can vary.
The important thing is that your funnel keeps moving.
Build a System That Keeps Leads Coming
If you want to build a real estate business instead of simply doing occasional deals, lead generation has to become part of the business.
Don’t wait until you need a deal to start looking for people.
Don’t let your pipeline hit zero.
And don’t assume that someone who didn’t sell to you is useless.
That person may know another seller.
They may have a family member with a property.
They may hear about a distressed house at a barbecue.
They may remember your name six months from now when an opportunity appears.
Your job is to make sure they know exactly what you do and what you’re looking for.
Because when more people know what you’re doing, more opportunities can find their way back to you.
Key Takeaways
- Make your real estate business visible. People can’t refer opportunities they don’t know you want.
- Never let your new-contact number reach zero. Every week, more people should know what you’re looking for.
- Ask for referrals. Even when someone won’t sell, ask who else you should talk to.
- Think in terms of a funnel. You need enough leads at the top to create opportunities at the bottom.
- Build consistent lead generation. Don’t wait until you need money or a deal to start finding leads.
FAQs
How do I get more real estate leads?
Start by making sure more people know exactly what type of properties you’re looking for. Then consistently talk to sellers and ask for referrals.
What if someone doesn’t want to sell their property?
The conversation can still be valuable. Tell them what you buy and ask if they know anyone else who may have a property you should look at.
Why are leads so important in real estate?
Leads are the beginning of the business funnel. Without people to talk to, there are fewer opportunities to create deals and generate income.
Should every lead become a deal?
No. A funnel naturally gets smaller as leads move toward actual opportunities and revenue. The goal is to keep enough people entering the funnel.
What is the biggest lead-generation mistake?
Allowing your pipeline to reach zero. Consistent lead generation gives you more opportunities to find the right deal.
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About Johnoson Crutchfield
Johnoson Crutchfield is a real estate investor, coach, and host of the Grab the Map podcast. He helps aspiring and active investors move beyond analysis paralysis and take the consistent actions required to close real estate deals.
Drawing from years of hands-on experience, Johnoson teaches practical, real-world strategies focused on finding opportunities, building relationships, securing funding, and making offers. His approach emphasizes weekly execution over endless education, helping investors create momentum through simple, repeatable actions.
As the leader of the Wealth and Real Estate community, Johnoson shares lessons from real transactions and real conversations with lenders, sellers, and investors. He is a strong advocate for local banking relationships, seller financing, and private lending as powerful tools for growing a real estate business.
Through coaching, content, and community, Johnoson has helped investors gain clarity, build confidence, and take meaningful steps toward closing their first—or next—deal.
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