What would happen to your business if you committed to real estate lead generation for five hours every single day?
At just 21 years old, Debbie De Grote became the number one Century 21 agent in Los Angeles and Orange County and number three in the nation. At her peak, she was closing roughly 156 transactions a year as a solo agent. The foundation was surprisingly straightforward: a rigid schedule that included a minimum of five hours of real estate lead generation every day.
Now CEO and co-founder of Forward Coaching, Debbie joins James Dwiggins and Keith Robinson to share lessons from decades of selling, coaching, and more than 100,000 private coaching calls.
They discuss:
- Why five hours of daily real estate lead generation transformed Debbie’s career
- How to overcome the fear of prospecting and rejection
- Why agents lose business by neglecting their sphere and lead follow-up
- How emotional intelligence can improve client relationships and conversions
- Why accountability and execution matter more than another training program
Debbie explains that real estate lead generation isn’t about finding a secret script or new platform. Her routine included 100 morning dials followed by prospecting to expireds, FSBOs, just-listed and just-sold opportunities, her sphere, and a geographic farm. She estimates that today’s agents may need roughly 76–100 conversations to generate a closed transaction, making tracking and consistency critical.
The bigger lesson is that real estate lead generation only works when agents continue doing it after business picks up. Debbie never stopped prospecting as her production grew—she built support around herself so she could maintain the activities generating the business.
If you want to become a top-producing agent, stop searching for the next shortcut. Build the routine, track the numbers, follow up, and make real estate lead generation a non-negotiable part of your business.
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