Learn how real estate teams get leads for agents while also encouraging them to generate and bring their own business into the team's production mix as well.
One of the most common questions I hear from team leaders and broker owners is this:
“How do real estate teams get leads for agents?”
On the surface, it sounds simple. Provide leads, agents convert them, everyone wins. But after coaching real estate teams and brokerages for decades, I can tell you this with certainty:
If lead distribution isn’t structured correctly, it will destroy your culture, stall your growth, and eventually blow up your team.
Most small teams fail for this exact reason.
Let’s talk about why—and what the top-performing teams do differently.
VIDEO: How Real Estate Teams Get Leads for Agents (and Why Most Teams Get It Wrong)
The Hidden Problem With Most Real Estate Team Lead Systems
Here’s what I see over and over again with small to mid-sized teams:
Team leaders provide all the leads
Agents become 100% dependent on the team
No one builds their own business
Agents complain when lead flow dips
Culture deteriorates
Turnover increases
Growth stalls
In other words, the team unintentionally creates dependency instead of leadership.
I call this the small team death zone—that painful place where teams bounce between 5–8 agents, lose people as fast as they add them, and never truly scale.
And it almost always comes back to how leads are distributed.
Lead Generation vs. Lead Conversion: The Distinction Most Teams Miss
One of the biggest mistakes in real estate teams is failing to clearly define the difference between lead generation and lead conversion.
If the team provides the lead, the agent’s job is conversion.
But if the agent doesn’t understand where the lead came from, they start to believe:
“I generated this deal.”
“I don’t need the team.”
“I deserve a better split.”
I’ve seen this happen inside brokerages for years. Agents leave teams claiming they generated all their own business—only to crash once they’re on their own with no system, no accountability, and no lead flow.
Teams that scale teach agents both skills—generation and conversion.
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Leadership Strategies
ICT Online CourseLeadership Strategies
Learn how to lead your real estate team or brokerage with confidence, clarity, and vision.
Discover proven leadership models used by top-performing real estate organizations
Learn how to inspire, motivate, and retain high-producing agents and staff
Develop effective communication and accountability strategies for your team
Understand how to set clear expectations and create a performance-driven culture
Gain tools to coach through conflict, manage change, and increase team morale
Includes leadership assessments, meeting templates, and actionable implementation tools
Lead with Vision
Develop a clear direction that aligns your people, systems, and goals.
Inspire Peak Performance
Motivate your agents and staff with proven leadership and accountability models.
Build a Winning Culture
Create an environment where productivity, retention, and growth thrive.
Designed for all learning types
Video Training
In-depth video training walking you through each module of the course, explaining the strategies, tips, and best practices for using Canva for real estate agents.
Written Workbook
Detailed and downloadable written workbook that provides you with a bullet point outline, summarized text, action steps, key takeaways, as well as space for taking notes.
Instructor Materials
Teach this course at your organization with the help of our downloadable presentation notes, presentation files, and Instructor's Manual.
Course curriculum
Enrollment includes access to the following course materials for 6 months
Welcome to Leadership StrategiesWelcome to Leadership Strategies with Rick Fuller
Sign up for the Executive Leadership Round Table Group Coaching Program
Join us at the ICC Regional Summit
Schedule a Coaching Call
Stay Connected via our REAL ESTATE AGENT ROUND TABLE Facebook Group
- VIDEO: How to Scale Your Team
- WORKBOOK: How to Scale Your Team
VIDEO: Leadership Training for Real Estate Team Wanting to Grow
WORKBOOK: Leadership Training for Real Estate Teams Wanting to Grow
VIDEO: Leading With Opportunities, Not Obstacles
WORKBOOK: Leading With Opportunities, Not Obstacles
VIDEO: Real Estate Agent Attraction Recruiting Strategies
WORKBOOK: Real Estate Agent Attraction Recruiting Strategies
VIDEO: Real Estate Leadership Coaching Strategies
WORKBOOK: Real Estate Leadership Coaching Strategies
VIDEO: Viral Team Goals and Activity Based Indicators
WORKBOOK: Viral Team Goals and Activity Based Indicators
VIDEO: Public Accountability and Personal Responsibility
WORKBOOK: Public Accountability and Personal Responsibility
VIDEO: The Power of Dashboards
WORKBOOK: The Power Of Dashboards
VIDEO: Replacing Yourself as a Real Estate Leader
WORKBOOK: Replacing Yourself as a Real Estate Leader
About this course
- $249.00
- 23 lessons
- 5.5 hours of video content
Leadership Strategies
Click to watch more about this real estate training course
Reviews
"I use ICT systems, the Icenhower Institute, and the coaching program to coach and train my team of over 30 agents. I use the ICT 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 ICT for over five years. ICT 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 ICT 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
InstructorRick Fuller.
Raise your leadership skills and develop your leadership strategies to grow your business.
I am so excited about this course, Leadership Strategies.
This is about you raising the lid on your leadership so you can raise the lid on all of your organizations, raise the lid on your ancillaries, raise the lid on your people.
You cannot outgrow your personal development.
Your outward growth starts with your inward development in terms of leadership. This is what this course is all about: raise your leadership skills so that you can grow your business.
Lead your real estate organization with purpose and proven systems.
Enroll in Leadership Strategies to master the frameworks, communication skills, and accountability tools that drive growth and performance. Learn how to lead confidently, coach effectively, and build a culture that lasts.
Start your leadership transformation today.
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Team Coaching Program
The Team Real Estate Coaching Program is for smaller teams looking for internal structure, leverage and leadership.
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT 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 ICT 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
Instructor
Why Giving Agents More Leads Isn’t the Answer
Many team leaders try to fix production problems by simply giving agents more leads.
That’s a short-term solution that creates long-term damage.
Here’s what happens when leads are unlimited:
Agents stop building their SOI
Prospecting disappears
Ownership mentality dies
Excuses increase
Profit margins collapse
At some point, the team leader becomes the business—and that’s not a scalable model.
The System That Changes Everything: The Matching Standard
At ICT, we teach something called The Matching Standard.
The concept is simple but powerful:
The team will match—and slightly exceed—the business an agent generates on their own.
That means lead distribution is earned, not demanded.
What We Track
Closings from team-provided leads
Closings from the agent’s own SOI
Activities that grow future business
Market-facing behaviors (CRM usage, follow-up, communication)
If an agent wants more leads, the path is clear:
Grow your own business—and we’ll stay ahead of you.
Why Sphere of Influence Must Be Part of Lead Distribution
Over 70% of all real estate transactions—and over 90% of listings—come from sphere of influence.
Yet most teams unintentionally train agents to ignore it.
Why?
Because SOI doesn’t produce immediate income… at first.
But the job of leadership is to balance short-term conversion with long-term business building.
Leads provided by the team should supplement income, not replace personal business development.
What This Does to Team Culture
When lead distribution is tied to self-generated production:
Complaints drop
Entitlement disappears
Competition becomes healthy
Accountability becomes objective
Drama fades
No more:
“These leads are junk”
“It’s not fair”
“Why does Janet get better leads?”
Everyone understands the rules.
How This Protects Profit Margins as Teams Scale
This system allows teams to:
Grow more agents at entry splits (50/50, for example)
Reward top SOI producers without resentment
Retain experienced agents at higher splits
Expand without bloating expenses
The team leader stops being the center of production—and starts operating as an actual business owner.
That’s where real scale comes from.
The Recruiting Advantage Most Teams Miss
Here’s what no one talks about:
High-producing agents won’t join teams where everyone is stuck on the same split forever.
When agents can see a clear path to higher splits based on performance, teams suddenly become attractive instead of embarrassing.
That’s how you recruit experienced talent—without blowing up your model.
The Real Leadership Failure Behind Most Team Issues
Team leaders often say:
“I wish my agents had the same drive I did.”
But if they did—they wouldn’t need you.
Leadership isn’t about frustration.
It’s about designing structures that create growth.
Without systems, teams hit ceilings—and leaders retreat back to solo production.
You Can’t Frankenstein This Together
Watching podcasts, copying Facebook posts, or piecing together ideas won’t fix this.
The teams that scale:
Follow proven sequences
Implement systems in the correct order
That’s how you get across the coals—before your feet burn.
Final Thought: Leads Are a Tool, Not a Crutch
So, how do real estate teams get leads for agents—the right way?
They:
Use leads to support growth, not replace it
Teach agents to fish, not just consume
Create accountability through transparency
Reward contribution, not entitlement
That’s how teams scale.
That’s how leaders get out of production.
And that’s how businesses are built to last.
