In this episode, Steve Olson sits down with JD Lenard, who runs one of the top Zillow operations in the country, to break down the system that turns a cold inquiry into a signed contract. They get tactical fast. The three-second window on every call. The ALM script and the micro promise that keeps prospects from clicking on other agents. The exact ten-day follow-up cadence across phone, text, and email. Why you meet before you show, every time. And the mindset that actually crushes lead conversion: set the appointment or get told to go away.

If you have ever talked yourself out of a follow-up before picking up the phone, this one is for you.

In this episode, Steve breaks down what he's actually learned from attending three to four AI webinars a week, what most agents are getting wrong about AI adoption, and why using AI to replace the things you don't want to do is a losing strategy.

You'll also hear why the agents winning right now aren't the ones with the best tech stack. They're the ones having the most conversations. Create the product. Dig the moat. Talk about it constantly. Meet with people. Sign contracts. That's the game.

Steve also covers the Real/ReMax acquisition and why the brokerage landscape shift probably matters a lot less than the industry chatter suggests.

If you've been waiting on AI, a new camera, a better CRM, or the perfect website before you go all in, this episode is for you.

Get the Inbound OS Email Newsletter: https://steveolsongroup.com/email

Partner with Steve to scale your real estate business: https://steveolsongroup.com/contact-steve

In this episode, I'm giving you real numbers from a real scaling team and what you're going to find is that it's easier than ever right now to make money on the phone. If you're going to take notes, now's the time to grab a pen.

Here's what we cover: the nationwide average answer rate (hint, it's about 8%, and that's not a bad thing), how many leads it actually takes to get one deal under contract, what it costs to acquire a client when you're running your own ads versus handing that money to Zillow, and why separating your business line from your personal phone might be the best $35 you ever spend.

I also break down the 18% rule, the number I give every agent I work with who wants to keep their pipeline full and their brand growing at the same time.

Listen, nobody builds a brand working with Zillow. Nobody. But if you're willing to put the gas in the engine and follow the math, this stuff will literally change your life.

Write these down. Do the math. And ask yourself if you're actually willing to follow the yellow brick road.

Get Steve's Inbound Email: https://steveolsongroup.com/email/

Work with Steve 1 on 1: https://steveolsongroup.com/contact-steve/

In this episode, I break down the exact 6-stage sales pipeline we install for consulting clients across professional services — mortgage, real estate, finance, coaching, advertising sales, and more. This is the paint-by-numbers framework that simplifies your entire sales process, gets new reps profitable faster, and gives you the reporting you need to scale predictably.

What we cover:

• Why a complicated pipeline is costing you more than just lost deals
• The 6 stages every service business sales pipeline needs
• How to handle ghosted appointments without losing the lead
• When to move a deal to lost vs. back to nurture
• The onboarding phase most businesses skip and why it matters
• How HubSpot sales playbooks automate the whole thing

If your pipeline has 17 stages and every rep interprets it differently, this one's for you.

Timestamps:

00:00 Why most sales pipelines are broken

01:15 How a complicated pipeline increases turnover and commission costs

03:58 The paint-by-numbers pipeline framework overview

04:10 Stage 1: New Inquiry

04:18 Stage 2: In Follow Up

04:33 Stage 3: Nurture

04:39 Stage 4: Appointment Set

04:49 Stage 5: Decision

04:59 Stage 6: Onboarding and Active Client

27:29 How to handle no-shows and ghosted appointments

28:56 The Active Client and Delivery phase

29:49 Lost vs. Canceled deals

30:48 Why HubSpot is the CRM we recommend

31:00 How HubSpot sales playbooks power the whole pipeline

33:02 When to build separate pipelines 34:31 Recap and next steps

How to work with Steve:

Join the Inbound Agent OS email: https://steveolsongroup.com/email/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Inbound+Email+Subscriptions&utm_content=How+to+Get+Real+Estate+Leads+to+Actually+Call+You+Back+in+2026

Work with us one-on-one to install an inbound marketing machine directly into your business: https://steveolsongroup.com/contact-steve/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Work+with+Steve+Inquiries&utm_content=How+to+Get+Real+Estate+Leads+to+Actually+Call+You+Back+in+2026

If you are tired of chasing leads, leaving voicemails, and hoping someone picks up, this episode will show you exactly what to build so that clients are coming to you already sold before the first conversation even starts.

How to work with Steve:

Join The Inbound Agent OS Email: https://steveolsongroup.com/email/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Inbound+Agent+OS+Email+Subscriptions&utm_content=The+Real+Reason+Buyers+and+Sellers+Don%27t+Refer+Their+Real+Estate+Agent

Work with Steve and the team to install your inbound marketing machine: https://steveolsongroup.com/contact-steve/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Work+with+Steve+Inquires&utm_content=The+Real+Reason+Buyers+and+Sellers+Don%27t+Refer+Their+Real+Estate+Agent

But buyers and sellers are judging something else entirely: your process. In this episode, Steve shares a story about buying two luxury cars from two different dealerships, and what it taught him about why some agents get referrals on autopilot while others do great work and never hear from their clients again. If your referral pipeline is dry, this one is for you.

Join the Inbound Agent OS Email: https://steveolsongroup.com/email/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Inbound+Agent+OS+Email+Subscriptions&utm_content=The+Only+Metric+That+Actually+Matters+in+Your+Real+Estate+Business

Work with Steve 1 on 1 to install an Inbound Marketing Machine: https://steveolsongroup.com/contact-steve/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Work+with+Steve+Inquires&utm_content=The+Only+Metric+That+Actually+Matters+in+Your+Real+Estate+Business

It's your numbers. In this episode, Steve Olson breaks down the single most important metric every real estate agent needs to be tracking weekly, why most agents are making emotional decisions instead of data-driven ones, and the simple doubling strategy that can unstick a stalling business fast. Stop guessing. Start counting.

Get the Inbound Agent OS Email: https://steveolsongroup.com/email/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Inbound+Agent+Email+Subscriptions&utm_content=Real+Estate+Agents%3A+Say+THIS+When+Someone+Answers+the+Phone

Work with Steve to install your Inbound Brand: https://steveolsongroup.com/contact-steve/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Work+with+Steve+Inquiries&utm_content=Real+Estate+Agents%3A+Say+THIS+When+Someone+Answers+the+Phone

In this episode, Steve breaks down the IAA Framework (Intro, Acknowledge, Ask) that works on every lead type, whether it's Zillow, Facebook, Google, or an open house follow-up. No more awkward openers. No more "how are you doing?"

No more getting hung up on. Just a clean, confident open that gets people talking.

Join the Inbound Agent OS Email: https://steveolsongroup.com/email

Work with Steve to Scale your Inbound Business: https://steveolsongroup.com/contact-steve/

In this episode, Steve walks through his 3-question money framework that gets buyers to open up about their finances without feeling interrogated or sold to. This framework has been used across thousands of transactions and works in person, on the phone, and over Zoom.

Full Podcast Post and YouTube video:

https://steveolsongroup.com/podcast/2026/03/30/ep-0327-what-i-told-my-real-estate-coaching-clients-this-week-every-agent-needs-to-hear-this/

Work with Steve to scale your inbound business: https://steveolsongroup.com/contact-steve/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Work+with+Steve&utm_content=Ep+0327+What+I+Told+My+Real+Estate+Coaching+Clients+This+Week+%28Every+Agent+Needs+to+Hear+This%29

Get the Inbound Agent OS Email: https://steveolsongroup.com/email/?utm_source=Podcast&utm_medium=Description+Link&utm_campaign=Inbound+Email+Subscriptions&utm_content=Ep+0327+What+I+Told+My+Real+Estate+Coaching+Clients+This+Week+%28Every+Agent+Needs+to+Hear+This%29

So I put them all in one episode and I am giving them to you straight.

We start with the one metric that every real estate agent needs to be tracking weekly and why most agents are flying blind without it. Then we get into the IAA framework, the exact three part opener that makes leads want to stay on the phone with you instead of hanging up in the first five seconds. From there we go deep on the money conversation, how to talk about budgets, mortgages, and financing with people you have never met without making them feel interrogated or sold to.

In the second half of the episode we talk about why people will always judge you on your process and not your offer, and what that means for your referral business right now. We close with the hard truth about phone answer rates, where they are headed, and the long term strategy that fixes all of it by turning your real estate business into an inbound brand that attracts clients instead of chasing them.

If you are a real estate agent who is tired of grinding without results, going on appointments that do not convert, or leaving voicemails that never get returned, this episode is going to hit differently than most things you listen to this week.

How to work with us:

1. Join our scaling email: https://steveolsongroup.com/lp/email/
2. Work with Steve to scale: https://steveolsongroup.com/contact-steve

In this episode I break down exactly why agents who chase tactics stay stuck while agents who commit to a niche and a personal brand scale fast. I cover why cold calling is a numbers game you can't win, why generalists are struggling right now, and how the agents going from 4 deals to 30 to 100 are doing it without any secret strategies.

What you'll learn:

Why there is no magic marketing tactic and what to focus on instead The one framework that drives every strategy I teach How your personal brand turns your entire community into a sales force Why niching down feels scary but is the only thing that actually works How to get to a point where 90% of the sales process is done before the first call If you want to build a real estate business that generates inbound leads on autopilot, this is where it starts.

Work with us to blow up your inbound real estate business: https://steveolsongroup.com/scaling-agent-os/

Someone said something recently that I haven't been able to stop thinking about.

It was a throwaway line in a YouTube video, attributed to Matt Hapuja, and it went something like this: when you realize there's only one of you, there is no competition.

Read that again.

If you're one of one, who exactly are you competing against?

Most real estate agents spend their entire careers trying to convince people who were never going to work with them to work with them. The unattracted. The wrong tribe. The people who would have picked someone else no matter what you said or did. That's not a marketing problem. That's a positioning problem. And the fix isn't more follow up calls or a better drip sequence. The fix is figuring out who you actually are and then broadcasting that so loudly and so consistently that the right people find you on their own.

Here's what made this real for me.

Earlier this week I was running a webinar on our RCC ads platform and we did a little live experiment. We pulled up the Facebook Ads Library, searched the housing category, dropped in Chicago, Illinois, and started scrolling. There were 4,400 ads running in that market. Home builders. Mortgage companies. New developments.

We scrolled through at least 500 of them.

Zero personal brand ads. Not one real estate agent saying "here's what makes me different." In one of the biggest real estate markets in the country, the personal brand lane was completely empty.

That's not a Chicago problem. That's every market.

The agents who figure this out early win by default. Not because they outspent anyone. Not because they had more experience or a bigger sphere. They win because they stopped trying to be everything to everyone and started being exactly one thing to exactly the right people.

Maybe that's beach homes. Maybe it's commercial. Maybe it's Spanish revival architecture or helping musicians relocate or working exclusively with tech employees. It sounds narrow. It feels risky. But the agents I've watched build the most durable businesses are the ones who planted a flag in something specific and never moved.

Your tribe is out there looking for you right now. They just can't find you yet because you sound like everyone else.

The moment you stop sounding like everyone else, the competition disappears. Not because it went away. Because it was never really there to begin with.

You are one of one. There's no one to compete with. There's only the work of figuring out what makes you different and then saying it, loudly, to the people who already want to hear it.

Join Our Success Email: https://50deals.substack.com/

Work with Steve 1 on 1: https://pages.stolynetwork.com/work-with-steve.html

Join Steve as we walks you through a simple way to stop doing so many meetings and how to get a 10x ROI on your time moving forward.

Join Our Success Email: https://50deals.substack.com/

Work with Steve 1 on 1: https://pages.stolynetwork.com/work-with-steve.html

If you’re stuck wondering why your real estate business isn’t growing—even though you feel like you're working nonstop—this episode is for you. Steve Olson breaks down the one change you can make right now that will actually move the needle. No gimmicks. Just a simple shift in how you track and evaluate your daily output. Learn how to measure the right metrics, stay consistent, and build momentum without burning out. If you want more signed clients, more predictability, and fewer wasted weeks, hit play.

Join Our Success Email: https://50deals.substack.com/

Work with Steve 1 on 1: https://pages.stolynetwork.com/work-with-steve.html

Join Steve Olson and Mike Ugarte on how to triple you business using a showing assistant.

• How do you pay them
• When you should get one
• Commission or hourly
• Do they write offers
• Who pick the showings

Join Our Success Email: https://50deals.substack.com/

Work with Steve 1 on 1: https://pages.stolynetwork.com/work-with-steve.html

In this episode, I share the one simple change that can dramatically increase your lead conversion as a real estate agent. No new tools. No fancy scripts. Just a clear shift in how you respond to leads that most agents overlook.

If you're generating leads but struggling to turn them into clients, this episode will show you exactly where to focus. This is the skill that separates agents who consistently close deals from those who stay stuck.

Perfect for agents who want more appointments, more deals, and less guesswork.

https://stolynetwork.com