The Two Majors of Real Estate Success: Mastering Follow-Up and Follow-Through

There is a painful pattern I have watched play out hundreds of times in Real Estate.  

An Agent does the Hard Work. They Knock on Doors. They Make the Calls. They attend the Networking Events. They find a Qualified Lead -- someone who genuinely needs to Sell or Buy in the next twelve months. 

And then? They walk away. They Wait. They Hope. And Do Not Convert. 

I recently sat down with my friend and fellow coach Erica Nasby to have an honest conversation about this epidemic in our industry. What emerged was a Video Conversation that we believe every Real Estate Professional should consider hearing; whether you are brand new or have been in the business for decades. 

🎥 Watch the full video training:

The Two Majors: Prospecting AND Follow-Up

Erica said something early in our conversation that was insightful: "There are two majors in this business, Right? Prospecting -- you have to be doing that -- and Follow-Up. You have to be doing that. And those two are the magic recipe for being Successful in Real Estate." 

Most agents understand the first major. They know they need to Prospect. Some invest in lead generation. Some learn scripts. They push themselves to make contact with potential clients. 

But Follow-Up? That's where the wheels fall off. 

As Erica put it: "It is amazing to me how many people will go out and do the hunt, but then they drop the ball and they won't do the Follow-Up." 

The irony is devastating. The very action they avoid; Consistent Follow-Up -- is the only thing that would secure the lead in the first place. 

The Mindset Shift Needed in Real Estate

Here is a mindset shift that could transformed how you think about this business: We're Not selling ice cream. 

If we were, someone would walk in, hand us two dollars, receive their cone, and walk out. Transaction complete. Finite. Done. 

But Real Estate doesn't work that way. This idea that you can have one conversation and it will result in a sale is simply Not the business we are in. 

People need time to absorb information. They need to trust you. They need to feel educated and confident before making one of the largest financial decisions of their lives. 

This is why Follow-Up requires a minimum of five touches; sometimes eight to ten -- before a prospect says, "Okay, we are ready to make this move, and we are going to work with you." 

One conversation is Not enough. One door knock is Not enough. One phone call is Not enough. Consistency over time is everything. PS: Thinking about putting together a Strong Real Estate Playbook for Getting Listings, consider the upcoming 6-Week Training Program.  

The Education Approach: Stop Selling, Start Teaching 

One of the most powerful reframes Erica and I discussed is the shift from transactional to educational. When you follow up with a lead, your primary purpose is Not to close them. Your primary purpose is Education. 

Here's what this looks like in practice: 

• A home sells in their neighborhood? You reach out: "Hey, I noticed 32B Wick just sold. Here's how it compares to your home." 

• A listing expires? You explain why: "This property was overpriced by about 8%. Here's what the market data shows."  

• Interest rates shift? You share the impact: "This change could affect your buying power by approximately $XX,XXX." 

Over time, you are Not just staying in touch; you are conducting a listing presentation on the doorstep, one touchpoint at a time. As Erica explained: "Most agents think, 'I've got to get out there and do the CMA right now.' No, you don't. You just have to collect the information and give them little crumbs as you go over the period of time between where you qualified them and when they're actually selling." 

By the time they are ready to list, they already Know their price point. There's No struggle, No fight, No argument -- because you have educated them along the way. 

Your CRM: The Follow-Up Command Center 

Let's get practical. You cannot execute Consistent Follow-Up without a system. 

If you are only working with a few dozen people, your brain can handle the connections. But we need to follow up with hundreds of people. Each year, you should be adding 50 to 100 people to your pipeline. 

This is why a CRM isn't optional -- It is Essential. 

But here's where most agents go wrong: they treat their CRM as a digital Rolodex. Name, number, email address, done. A CRM is so much more than contact storage. It is a living document of your relationships. 

Every time you interact with a contact, you should:

1. Memorialize the conversation >>> "Met with Erica on January 26. Discussed market conditions in her neighborhood and her timeline for selling in Q3." 

2. Create the next action >>> You are Not just recording what you did; you are scheduling what you will do next. 

3. Connect to your calendar >>> Your CRM should generate reminders. "Today you call Julie. Today you send Steve a market report." Your job is simply to execute. 

As I told Erica during our conversation: "Most agents open their email all the time. And I ask them, 'Why aren't you opening your CRM as well? Why aren't you spending time there? Those are the people. Email is communication. Your CRM is your people.'" 

Discipline, Consistency, and Choosing to Make It Fun 

I won't pretend this is easy. Follow-Up requires Discipline. But here's the Good News: you only need to be disciplined for about 1 to 2 hours a day. That's it. One focused hour of CRM work, research, and outreach. You don't need to maintain this intensity all day -- just for that dedicated block of time. 

The best discipline is Self-Discipline. And the very best discipline is the one you lean into -- you accept it rather than resist it. Stop thinking like someone's making you do something. Choose it. Own it. And here's a radical idea: Choose to make it fun.  

Erica said something that really resonated with me: "When you're consistent and you are disciplined—which is the secret to success in the real estate industry—you will start to enjoy what you're doing. It may start off hard and feel cold at first, but we can do hard things. And on the other side of that hard, it becomes flow and easy and things start to thrive."  

Your Follow-Up Action Plan

As you head into this Spring Market, I challenge you to ask yourself three questions: 

1. How Organized is my CRM? Is it a living system or a neglected database? 

2. How much time am I actually spending on Follow-Up each week? Be honest. 

3. Am I Committed to being Consistent and Disciplined so my business can truly thrive? 

Follow-up isn't glamorous. It doesn't produce instant gratification. But it is the discipline that separates agents who struggle from agents who succeed year after year.  

Show Up. Follow Up. Follow Through. Your future clients are waiting for the agent who won't disappear. Be that Agent.  

---  Some Quotes and Affirmations to consider below Graphic:

"The Best Discipline is the one you Lean into and Embrace. Stop Resisting what will Transform your business. Choose it. Own it."

Reflect on these Quotes and Affirmations -- I invite you to write a few of your own -- share article link:  

Quote: “Your purpose is Not to close people; It is to Educate them. When they feel informed and safe, they will always choose you.” 

Quote: “When everyone else disappears, You Remain. When everyone else forgets, You Remember. This is the quiet power of Showing Up Consistently.” 

Affirmation: “I am Excellent at Follow-Up, and I Build Relationships that create lasting Success in my Business.” 

Affirmation: “I Lean into Discipline with Joy, and my Consistency rewards me with clients who trust me.” 

Affirmation: “I Show Up for my clients when others disappear, and they Remember me when it matters.” 

Author: With over two decades of experience, Key Yessaad is a Dynamic Real Estate Trainer and Production Coach specializing in Activity-Based Coaching. Key’s signature programs - including the “6-Week Prospecting Trainings” and “3-Month Production Boot-Camps” - equip Agents and Brokers with Practical Skills in Time Blocking, Prospecting, Script Mastery, Listing Presentations, and Getting Listings. By instilling Accountability, Self-Discipline, and a Mindset of Action over Theory, Key empowers professionals to achieve measurable, lasting success in today’s competitive Real Estate landscape. 

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Afraid to Ask for the Listing? Let’s Fix That - Lessons from Real Conversations with Listing Agents

Let’s talk about this as honestly as possible: One of the biggest patterns I keep seeing; with both new agents and seasoned pros alike; is this: You walk the property, you build rapport, you present the CMA, you talk marketing… and when the moment comes to Ask for the Listing, you become uncertain; you don’t want to be pushy; deep, deep down, you Fear Rejection Face to Face. 

Over the last few weeks, I spent hours in deep conversations with many Listing Agents. They are competent, caring, and hard‑working; yet a lot of them admitted they rarely ask directly for the signature at the table. They say things like, “Think about it and call me,” then hope the Signing of the Documents will be requested by the Homeowner. 

This is a Real Estate problem we MUST learn to solve. 

PS: Don’t Miss the upcoming Jan-Feb 2026 6-Week Prospecting Training…

The Hidden Pattern: Great at Presenting, Hesitant at Asking

Here’s what I heard again and again in those many interviews: 

• They prepare like professionals – research, notes, personalized CMA. 

• They walk through the home, listen for motivation, and present clear strategies. 

• When it’s time to ask for the Listing, they soften, defer, or sometimes leave without asking. 

One agent with years of experience and strong results quietly admitted, “I’m great at everything until the close. I’d rather say ‘think about it’ than risk hearing ‘No.’” Another brilliant, high‑energy agent told me her confidence dropped from a 10 to a 6 in this tougher market – and with it, her willingness to ask for the business. 

The presentations are strong. The courage to ask is what’s missing. 

What “No” Really Means at the Kitchen Table

Part of the problem is the story you tell yourself about the word “No.” 

Many agents treat “No” as a personal rejection: They don’t like me. I failed. I’m not good enough. That internal script is brutal – and it is wrong. In those interviews, when we slowed things down and looked closely, the truth became obvious: Sellers weren’t rejecting the agents. They were simply saying, “I still have questions you haven’t answered yet.” 

A “No” (or “We want to think about it” or “We’re interviewing others”) usually means: 

• “I’m not 100% clear on your pricing logic.” 

• “I’m still unsure about timing and our next step.” 

• “I don’t fully understand your commission and value.” 

• “I want to compare you with others, but I don’t know what to listen for.” 

In other words:

They are Not rejecting you – they are asking you to educate them better. 

Once you accept that, “No” is a Data Point, Not a wound; it tells you where you need to slow down, clarify, or go deeper – Not where you should shrink and disappear. 

A few Simple, Honest Closing Questions You Can Start Using Today 

So, what should you actually say? 

During those interviews, I kept bringing my agents back to one simple, honest script: 

“We’ve covered your goals, the pricing, and the marketing plan. Are you ready to sign?”  or

“Our next step is to go over the Listing Documents and Sign them; are you ready?” or more elaborate 

“We had a Good Discussion on the Pricing Strategy; The Marketing Plan; The Preparing of the Property; and my Responsibilities to you -- Our Next Step is to go over the Listing Documents and Sign them; are you Ready?”

That’s it. Clear. Direct. Respectful. 

Then you do the hardest; and most important part: You Stop talking and you Listen. 

Do Not rescue the silence. Do Not start discounting your commission before they object. Do Not say, “You can think about it” before they ask. Give them the dignity of responding like adults who are allowed to decide. This is their moment to Step Up and take Ownership in the Selling of their Property and realize that Collaborating with you is a positive. 

If they say “Yes”, wonderful - you calmly move into the paperwork you already prepared. 

If they hesitate or say, “We want to think about it,” you gently surface what’s really going on: 

• “I sense some hesitation – what’s on your mind?” 

• “You’re smart to compare. When you talk to the other agents, what will you be listening for that you feel I haven’t addressed yet?” 

Now you are having the real conversation – the one that actually earns Listings. 

Love the Market You’re In – or It Will Steal Your Confidence 

Another big theme from those Listing conversations: “the market has shaken my confidence.” 

Several agents told me something like, “I used to feel like a 9 or 10 on pricing. In this market, I feel like a 5 or 6.” One agent even reduced her own value in advance, assuming sellers wouldn’t list now anyway - so she stopped prospecting and stopped asking for business. 

Here’s the truth I kept repeating to them, and I’ll repeat to you: “The only thing we have in Real Estate is the Market.” 

You Don’t have to like every twist and turn, but you Must stop treating the market as the villain. When you fear the market, you unconsciously pull back. You present less confidently. You hesitate to recommend a price. And when you doubt your price, you will hesitate to ask for the Listing. 

Your affirmation going forward: 

“I Love this Market. I Understand it. I Know how to Dance with it.” 

Loving the market doesn’t mean ignoring reality. It means: 

• You pull real stats from your MLS regularly. 

• You create honest, visual CMAs with tight ranges – Not wishful numbers. 

• You explain the “Why” behind your price range, Not just the numbers. 

Confidence in the data fuels confidence in the Ask. 

Turn Asking for the Listing into a Daily Skill – Not a Rare Event 

You cannot fix this by reading one blog post and “hoping” to be braver next time. You build this like every other skill in Real Estate – through Deliberate Repetition. 

Here’s how you start: 

1. Write Your Closing Script in Your Own Voice. 
   Use my suggested version as a base: 
   “We’ve covered your goals, the pricing, and the marketing plan. Are you ready to sign?” or “Our next step is to go over the Listing Documents and Sign them; are you ready?”  
   Tweak the wording so it feels natural, but keep it direct and clear. 

2. Role‑Play Until the Words Feel Boring. 
   Practice with a colleague, Success Partner, or even into your phone camera. Your goal isn’t to sound perfect – it is to sound calm, confident, and normal. Scripts are Not cages; they are launchpads. 

3. Track How Many Times You Actually Ask. 
   For the next 90 days, every time you sit at a Listing table, put a simple mark in your notebook: 

• Did I explicitly ask for the Listing – yes or no? 
  You’ll be shocked how often you still avoid it unless you track it. 

4. Treat Every “No” as a Data Point or a Clue. 
   After each appointment, debrief:

• Did they really say “No”? or “Not Yet”? 

• What were they still unclear about – price, timing, commission, or my process? 
  This is how you grow from 6 to 8 to 9 on your own internal confidence scale. 

Your Future as a Listing Agent Is One Question Away 

The wonderful Agents and Brokers I spoke with are Not lazy. They are Not lacking in heart nor intelligence. They are, in many ways, just like you and I: they care deeply, they prepare well, they want to do right by their clients – and some have been quietly reticent to ask for the Listing. 

Nothing changes until you step into that moment and own it. 

You already know how to listen. You already know how to price more honestly than many of your competitors. You already know how to market a property with integrity. The missing link is one simple question, asked calmly and consistently: 

“We’ve covered your goals, the pricing, and the marketing plan. Are you ready to sign?”  or

“Our next step is to go over the Listing Documents and Sign them; are you ready?”  or more elaborate  

“You’ve painted a great picture of where you want to be next. We’ve got a realistic price and a strong marketing plan to get you there. Our next step is simple – we go through the listing documents and sign. Are you ready?” 

Ask it. 
Allow the silence. 
Welcome the real conversation that follows. 

Your Next Level as a Listing Agent lives on the other side of that moment.  

---  Some Quotes and Affirmations to consider below Graphic:

Stop rehearsing Fear in your Mind; Start rehearsing the Conversation that ends with, ‘Are you ready to Sign?’ Courageous Action turns Possibility into Listings!

Reflect on these Quotes and Affirmations -- I invite you to write a few of your own -- share article link: 

Quote: “The Fear of ‘No’ is louder in your Mind than in your Client’s Heart. At the table, ‘No’ rarely means rejection; it means, ‘Help me understand you and the process better.’” 

Quote: “You don’t earn Listings by hoping Sellers like you - you earn them by Educating clearly, Pricing honestly, and having the Courage to Ask for the Signature.” 

Affirmation: “I Ask for the Listing with Confidence and Calm - every ‘Are you ready to sign?’ moves me closer to the Business I Deserve.” 

Affirmation: “I treat ‘No’ as information, Not as rejection. Each hesitation reveals where I can serve, clarify, and lead more powerfully.” 

Affirmation: “I love this Market. I understand it. I know how to dance with it – and I confidently guide Sellers through it to their next chapter.” 

PS: Don’t Miss the upcoming Jan-Feb 2026 6-Week Prospecting Training…

Author: With over two decades of experience, Key Yessaad is a Dynamic Real Estate Trainer and Production Coach specializing in Activity-Based Coaching. Key’s signature programs - including the “6-Week Prospecting Trainings” and “3-Month Production Boot-Camps” - equip Agents and Brokers with Practical Skills in Time Blocking, Prospecting, Script Mastery, Listing Presentations, and Getting Listings. By instilling Accountability, Self-Discipline, and a Mindset of Action over Theory, Key empowers professionals to achieve measurable, lasting success in today’s competitive Real Estate landscape. 

Related HashTags: #AskingForTheListing #ListingPresentation #OvercomingFear #RealEstateMindset #ConfidenceInAction #GettingListings #ProductionMindset #RealEstateSkills #SuccessMindset #KeyCoachingInsights #RealEstateCareer #Key6WeekTraining #KeyBootCamps #YesKeyTraining