Do you believe that winning in real estate is about working the hardest or being in the business the longest? Well, today's market is proving otherwise. An okay agent who's great at marketing will beat a great agent who's bad at marketing.

Their message travels farther, faster, and lands with more people, and that creates leads, appointments, and closings. Effort isn't the differentiator anymore; consistent visibility is.

We're in an era where speed-to-decision matters more than perfect strategy. Many of us obsess over "what if," waiting for 90% certainty before we make a move, while the top 13% operate on 20% information and pull the trigger.

They build their audience long before they try to monetize it. They post, email, send mailers, run campaigns, and it's not because each action guarantees a lead. But because they understand the accumulation of attention is the cheat code. Brand is no longer a vanity metric; it's the lever that makes every action cheaper, faster, and more effective.

And AI isn't leveling the playing field; it's exposing who's been hiding behind mediocre marketing.

And here's the real danger: agents who continue posting inconsistently, waiting for ideas, hoping something finally works, will be outpaced by those treating marketing like an engine instead of a chore.

How will the current shifts in marketing and AI impact the everyday solo agent? What are the three simple activities that lead to audience growth, engagement, and ultimately, conversion?

In this episode, we unpack this with entrepreneur, real estate marketing expert, and co-founder of ListingLeads, Jimmy Mackin. Jimmy's platform supports 4,000 in their marketing efforts, so he understands where agent marketing is working today, and where it's heading next.

Jimmy shares the misconceptions holding agents back, the skills the next generation must master, and the mindset shift that separates the 13% who scale from the 87% who stall.

About the Guest

Jimmy Mackin is an entrepreneur, author, and real estate marketing expert dedicated to helping agents grow their business and stand out in a crowded market. He's the founder and CEO of ListingLeads, a marketing platform that supports over 4,000 agents with tools, automation, and strategies to attract more listings and clients. Through his work with ListingLeads and his co-founded AI-powered seller report tool Beacon, Jimmy focuses on turning passive audiences into active opportunities, helping agents demonstrate value and win business in competitive markets. Jimmy isn't just building software; he's building a movement. With a mission to become "the most useful person to follow in real estate," he speaks about data-driven strategies that work today. His insights have been highlighted alongside industry leaders, and he's studied thousands of top-performing real estate marketing campaigns to uncover what truly drives growth for agents. Follow @jimmymackin on Instagram.

About Your Hosts

Lance Billingsley is a seasoned real estate professional with over a decade of experience in agent development and business coaching. Since January 2021, he has served as the Vice President of Agent Development at Navi Title Agency, where he leverages his extensive industry knowledge to mentor and support real estate agents. Before his tenure at Navi Title, Lance co-owned a top-performing real estate team at Realty ONE Group, achieving recognition as one of the company's top five teams. He also served as a business coach for Tom Ferry.

Dave Richards is a well-respected business coach working with CEOs, entrepreneurs, mortgage and real estate professionals, and others. With over 25+ years of executive leadership experience, he coaches and consults with the top professionals and organizations in their respective industries. Capitalizing on his certifications in Human Behavior, he specializes in building and optimizing high-performance teams and tackling difficult decisions that hold his clients back. He easily connects with entrepreneurs to help identify and communicate their vision, define their culture, and increase their profits and growth in today's dynamic marketplace.