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.
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.
