Real estate agents often search for the next lead-generation tactic, but Greg Roeder’s approach offers something more durable: building genuine relationships around activities that bring joy.
On the Real Estate Insiders Unfiltered podcast, James Dwiggins and Keith Robinson spoke with Greg, principal broker of the Selling Fort Collins team at LIV Sotheby’s International Realty. Greg’s business grew from approximately $15 million in volume in 2023 to $40 million in 2025, even during a challenging real estate market.
Start With What Brings Joy
Greg believes burnout is less about the number of hours worked and more about what happens during those hours. When real estate agents combine their work with genuine passions, their businesses can become more enjoyable and sustainable.
For Greg, that passion is pickleball. He founded Paddle Battles in Fort Collins and used the activity to bring people together. Other agents could build similar communities around:
- Cycling
- Hiking
- Wine tasting
- Chess
- Yoga
- Health and wellness
The activity itself does not need to involve real estate. In fact, Greg avoids discussing business unless someone asks. The goal is connection, not a sales pitch.
The Three M’s
Greg’s book, Getting to a Million: Build a Seven-Figure Real Estate Practice by Attracting Business You Don’t Need to Compete For, focuses on three strategies.
1. Mobilize Your People
Greg recommends starting with a small gathering. An agent can make a list of seven or eight people and send each person a personalized message. If three people attend, that is enough to begin.
Over time, small gatherings can grow into signature events. Greg hosts activities such as sauna and cold-plunge events, active yoga, dry needling, food, and time with family and friends.
These gatherings create a natural trust transfer. People meet through shared interests, ask how they know one another, and discover what Greg does professionally without pressure.
2. Make Content for Dream Clients
Greg focuses on people interested in buying or selling million-dollar-plus homes in Fort Collins. His content speaks directly to that audience.
His newsletter follows the SIMPLE framework:
- S: Stand out with a niche
- I: Include intel clients can act on
- M: Make relationships real
- P: Post a teaser
- L: Launch consistently
- E: Ensure everyone opts in
Greg shares specific local market information, including meaningful statistics and explanations of real estate trends. His goal is to help readers understand what the numbers mean, not simply repeat general real estate prices, real estate listings, or real estate for sale updates.
3. Multiply Your Impact
Greg turns newsletter content into short social media pieces for LinkedIn and Instagram. A social media manager can help organize the calendar, prepare content, and maintain consistency.
His strategy is not about appearing everywhere or competing for every online search. It is about being visible and credible when a potential client, or that client’s adult child, checks him out.
Consistency Beats Complexity
Greg’s referral system works because it is authentic. It does not depend on expensive advertising, complicated real estate technology, or chasing strangers searching for real estate agents near me or real estate companies near me.
The lesson applies across the real estate industry, whether an agent works at a real estate brokerage, with a real estate broker, or under a real estate franchise such as NextHome or the NextHome real estate franchise.
A referral business can begin with one honest question: What activity brings joy? From there, an agent can invite a few people, stay consistent, and build relationships that last far beyond a single transaction.
