Brian Icenhower and Bradley Baldwin discuss how real estate team rainmakers motivate agents to keep generating new business when they claim to not have any time to do it.
In real estate, it’s common for agents to experience a feast-or-famine cycle. When business is slow, they dedicate time to lead generation. But as soon as they get busy, they stop prospecting. This natural behavior leads to a roller coaster of production—an up-and-down cycle where income is inconsistent.
Rainmakers and team leaders must recognize that this cycle is driven by natural behavior. Agents do what they want to do, rather than what they need to do. Breaking through to the next level requires acting purposefully—especially when agents feel they don’t have time to generate business.
VIDEO: How Real Estate Team Rainmakers Motivate Agents That “Don’t Have Time to Generate Business”
Why Agents Say They Don’t Have Time
Agents often claim they don’t have time for lead generation when they are busy servicing clients. The reality is that they are stuck at a production ceiling. They generate just enough business to stay comfortable, then stop until they need more. The key to growth is pushing past that ceiling by maintaining consistent lead generation—no matter how busy the season gets.
Successful agents don’t let busyness dictate their business. Instead, they maintain momentum, allowing them to hire an administrative assistant, expand marketing efforts, and scale their business. This is how rainmakers break the cycle and create long-term success.
Shifting to Purposeful Behavior
To truly grow, agents must shift from natural behavior to purposeful action. This means lead generating even when they don’t feel like it. Rainmakers must help their team:
Structure their time efficiently: Protect lead generation time by blocking it in their calendar, even during peak seasons.
Develop discipline: Treat prospecting like an essential daily habit, not an optional task.
Maintain year-round consistency: Avoid the temptation to stop lead generation just because business is booming.
Stay accountable: Have clear goals and accountability systems in place to prevent slacking.
By adopting these habits, agents will experience steady business rather than seasonal peaks and valleys.
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Quick View
Prospect: The Real Estate Lead Generation Manual
ONLINE COURSESTake your prospecting skills to the next level. This course includes the strategies as well as the tools to help you succeed.
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.
Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.
Audiobook
Since real estate agents are always on the move, your training must be too. This course provides a professional downloadable audiobook.
Course curriculum
Enrollment includes access to the following course materials for 2 years
Module 1: The Only Prospecting Plan You'll Ever Need- Workbook: The only prospecting plan you’ll ever need
- Video: Prospecting Principles
- Sample Proposed Work Schedule
- Proposed Work Schedule (Fillable)
- Graphic: The Big 3 of Prospecting Success
- Graphic: Meeting of the Minds
- Graphic: Organized Sales Process Flowchart
- Graphic: Ready? Willing? Able?
- Graphic: 6 Things “No” Means
- Graphic: 10 Habits to Improve Positive Energy
- Quiz: Attitudinal Energy Levels
- Workbook: Making Presentations with Scripts
- Video: Prospecting Scripts
- Script: Asking for Referrals
- Script: Expired Listings – Phone & Voicemail
- Script: Expired Listings – Objection Handlers
- Script: FSBOs – 3 Questions
- Script: Circle Prospecting – Just Listed
- Script: Circle Prospecting – Just Sold
- Script: Objection Handlers
- Notice of Default Prospecting Script
- Seller Questionnaire & Lead Form (Fillable)
- Buyer Questionnaire & Lead Sheet (Fillable)
- Graphic: Organized Sales Process Flowchart
- Workbook: Your Sphere of Influence
- Video: Prospecting for SOI
- Who Do You Know?
- Follow-Up Script Pattern
- The Rule of 7 Touches
- SOI Contact Schedule (Fillable)
- Script: Asking Existing Clients for Referrals
- Script: We Need Listings in a Hot Market
- Script: Update Database
- Script: Update Database & Ask for Referral
- Script: Past Client Follow-Up
- Script: Contacting Neglected Past Clients
- Script: Neighborhood Auto Email Drip
- Workbook: Expired Listings
- Video: Prospecting for Expired & Cancelled Listings
- Expired Listing Call Log (Fillable)
- Daily Contact Log (Fillable)
- Objection Handling & Validation
- Sample Weekly Calendar
- Graphic: Organized Sales Process Flowchart
- Script: Pre-Qualification
- Script: Expired Listings – Phone & Voicemail
- Script: Expired Listings 1
- Script: Expired Listings 2
- Script: Expired Listings – Objection Handlers
- Expired Follow-Up Plan
- Workbook: Prospecting Through Open Houses
- Video: Prospecting for Open Houses
- Next-Level Contact Plan
- Open House Prospecting Activities
- Open House Feedback Form (Printable)
- Positive Need Affirmation Sandwich (Fillable)
- Script: Buyer MLS Listing Alert
- Script: Seller Lead Auto Email Drip
- Script: Open House Neighbor Invitation
- Script: Open House Pre-Listing Appointment
- Script: Open House Circle Prospecting
- Script: Scheduling an Open House
- Script: Open House Guest List
- Script: Follow-Up for Neighbors/Leads
- Graphic: Open House Timeline
- Luxury Open House Ideas
- Workbook: Property Previews
- Video: Prospecting By Previewing
- Graphic: 4-Step Property Preview Strategy
- Sample Property Preview Checklist
- Door-Knocking Note Log (Fillable)
- Lead-Tracking Sheet (Fillable)
- Script: Property Preview – Door-Knocking
- Script: Turnover Rate
- Workbook: Time Management
- Video: Prospecting Planning
- Goal & Milestone Exercise (Fillable)
- Goal & Milestone Tracker (Fillable)
- Daily SOI Contact Form (Fillable)
- 4-Week Schedule (Printable)
- End-of-Week Debrief (Fillable)
- One Day, 20 Contacts (Fillable)
- Ways to Make Habits Stick
- Lead-Tracking Sheet (Printable)
- Personalized Schedule (Printable)
- Prospecting Accountability Chart (Printable)
- Sample ICC Year-to-Date Check-Up Form
- Graphic: The Eisenhower Decision Matrix
- Sample Weekly Calendar
- Workbook: Securing the FSBO Listing
- Video: Prospecting for FSBOs
- FSBO Contact Sheet
- Script: 3 FSBO Questions
- Script: FSBO Phone Questions
- Script: FSBO Prospecting
- Script: Increased Net Profit
- Script: The Rolex Analogy
- FSBO Seller Guide Template
- FSBO Infographic – For Sale By Owner Social Media Graphic
- FSBO Infographic – For Sale By Owner Social Media Graphic – JPG version
- Workbook: Circle Prospecting
- Video: Prospecting by Radius
- Daily SOI Contact Form (Fillable)
- Script: Circle Prospecting – Just Listed
- Script: Circle Prospecting – Just Sold
- Script: Circle Prospecting – Hot Real Estate Market
- Script: Circle Prospecting – Open House
- Workbook: Your Prospecting Arena
- Video: Prospecting Arena (or Area)
- Workbook: Mindset
- Video: Prospecting with a Positive Perspective
- Graphic: SWOT
- Graphic: The Gandhi Circle
- SWOT Companion Worksheet (Fillable)
- SMART Action Plan (Fillable)
- Workbook: The Art of Closing
- Video: Prospecting & Closing
- Graphic: Organized Sales Process Flowchart
- Graphic: Always Be Closing
- Script: Exclusive Buyer Agency Agreement
- Script: MLS Conversion
- Script: Lender Appointment
- Which closer are you?
- Closing Scenarios Worksheet (Fillable)
- Closing Style Gallery
- Clarify, Qualify, Close
- Workbook: Tracking Truth in Numbers
- Video: Prospecting Tracking Tools
- Daily SOI Contact Form (Printable)
- One Day, 20 Contacts (Printable)
- Lead Tracking Sheet (Printable)
- Buyer Questionnaire & Lead Form (Printable)
- Seller Questionnaire & Lead Form (Printable)
- Sample Buyer Inventory
- Sample Listing Inventory
- Sample Pending Inventory Pipeline
- WIG: Wildly Important Goals (Fillable)
- Production Ratio Planner (Fillable)
- Workbook: Holding yourself accountable
- Video: Prospecting Accountability for Productivity
- Graphic: 12 Characteristics of Accountability
- Workbook: Next-Level Commitment
- Video: Prospecting at the Next Level
- Skillset Ranking Assessment (Fillable)
- Systems Process Procedure (Fillable)
- Pulled Planning – Goal-Setting (Fillable)
About this course
- $299
- 151 lessons
- 9 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- SCRIPTS to reach all kinds of prospects. Complete Prospect Script Book, Asking for Referrals Script, Expired Listings Script, Objection Handling Scripts, FSBO Scripts, Circle Prospecting Scripts, and more
- FORMS AND LISTS to streamline prospecting processes. Proposed Work Schedule Example and Fillable Form, Seller Questionnaire and Lead Sheet Fillable Form, Buyer Questionnaire and Lead Sheet Fillable Form, Open House Feedback Form, Sample Property Preview Checklistand more
- TEMPLATES action plans, and logs to set you on the path to success. Expireds Follow Up Plan, Next Level Contact Plan, Lead Tracking Sheets, SWOT Companion Worksheet, SMART Action Plan, and more
- HELPFUL GRAPHICS to illustrate processes and strategies. 4-Step Property Preview Strategy, Organized Sales Process Flowchart, 10 Habits to Improve Positive Energy, The Rule of 7 Touches, and more
- TIME MANAGEMENT TOOLS - Goal and Milestone Exercise, Goal and Milestone Tracker, 4-Week Schedule, End of Week Debrief, Lead Tracking Sheet, Personalized Schedule, and more
- OPTIONS for how you learn best. Each module provides a downloadable PDF chapter as well as a featured video of Brian Icenhower, teaching the topic at hand. At the beginning of the course, you are also provided with a full audiobook to listen to. So however you learn best -- we have an option for you!
Certification & Designation Upon Completion
In this ICC online course, you will receive an official designation of "Certified Prospecting Expert" or CPE upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.
Reviews
"I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations.
Jake Rockwell
Over 500 Units Sold Annually
I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.
Dennis Adelpour
Luxury Agent - West Los Angeles
When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
InstructorBrian Icenhower.
Do you have a need for leads?
Are you struggling to strike the right balance between new and existing business in your day-to-day? Are you trying your best to get new listings, but can't figure out why it isn't working? Or are you just trying to polish your habits a little more?
Either way, you're in the right place!
The PROSPECT online course is for real estate agents who want to learn the prospecting skill set. That's right -- prospecting is a developed skill, and it doesn't rely on any kind of innate talent. It's extremely common to struggle with it at the beginning, but this course is here to show you that you can learn the principles and tactics necessary to start prospecting like a pro. With fifteen text-and-video modules packed with tips and resources, as well as a full book of scripts and plenty of fillable tracking tools that are yours to use, the course will teach you everything you need to know to take your prospecting skills to the next level.
You'll learn to avoid common pitfalls, make connections the right way with the right people, and make the most of every opportunity to generate leads. You'll find out new ways to keep yourself on track and accountable and find out how much time and effort you need to put into your prospecting tasks each day in order to see a serious impact on your bottom line, without sacrificing your work-life balance.
The complete eBook is available to download, as are all of the resources in each module. This course includes everything you need to upgrade your prospecting performance; what are you waiting for?
Get more leads, more listings, and more sales.
Whether you just obtained your real estate license or you're ready to breathe new life into your existing real estate practice, this course is a must. Here you'll learn the strategies for success and be given the practical tools you need to immediately put your learning into action.
Add to CartProspect: The Real Estate Prospecting & Lead Generation Manual
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See all courses
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
Overcoming the “Family First” Excuse
One of the biggest challenges for team leaders is addressing the common refrain: “I have to put my family first.” While family is undoubtedly important, agents must understand that short-term sacrifices can lead to long-term freedom.
Rainmakers should help their agents see the bigger picture: building a sustainable business allows for more quality time with family in the future. The temporary grind leads to stability, financial security, and eventually, more flexibility. The key is involving spouses and family members in this vision so they understand and support the commitment needed to grow.
Coaching Through Resistance
Many agents resist coaching because they feel overwhelmed. They believe they don’t have time to focus on anything beyond their current workload. However, as a team leader, your job is to help them see the long-term impact of their daily decisions.
When coaching agents through resistance:
Frame the conversation carefully: Instead of telling them they need to change, ask for permission to offer an observation. This shifts the dynamic, making them more receptive.
Encourage self-awareness: Help them recognize patterns in their business that are holding them back.
Challenge limiting beliefs: Many agents believe they can’t handle more business, but in reality, they just need better systems.
Offer solutions: Provide clear strategies for time management, delegation, and efficiency.
By approaching coaching with a balance of empathy and accountability, rainmakers can guide agents past their excuses and toward success.
The agents who break through production ceilings don’t do so by working less—they do it by working smarter and being consistent. Rainmakers must motivate agents to push past natural behavior and embrace purposeful action.
Brian Icenhower
Teaching Agents to Stay Productive in Any Circumstance
Successful agents don’t stop working just because conditions aren’t perfect. Whether it’s a busy summer, a holiday season, or even a natural disaster, there are always opportunities to generate business.
For example, in the aftermath of a hurricane, one real estate team took three hours each day to call their database, checking in on clients and offering referrals to roofers, electricians, and contractors. That effort resulted in 22 new listings as soon as the floodwaters receded.
The lesson? There’s never a “right time” to prospect—agents must always find ways to add value and build relationships, no matter the circumstances.
Creating a Culture of Growth
Rainmakers must set the example by demonstrating commitment to purposeful action. They should constantly ask themselves:
Am I holding strategic appointments?
Am I recruiting talent?
Am I leading by example with my own lead generation?
Am I reinforcing accountability within my team?
By focusing on these leadership priorities, rainmakers create a culture where agents stay motivated, push past their perceived limits, and build businesses that thrive beyond seasonal cycles.
Final Thoughts
The agents who break through production ceilings don’t do so by working less—they do it by working smarter and being consistent. Rainmakers must motivate agents to push past natural behavior and embrace purposeful action. By implementing strong accountability, reinforcing time management, and framing long-term success in a way that resonates with agents, team leaders can help their agents stay on track—no matter how busy they think they are.
Ultimately, the goal isn’t to just help agents make more money—it’s to help them build a business that provides stability, freedom, and long-term success.
