Kevin Ray WardFounder & Head Coach at YesMasters Real Estate Success Training

Stop Ignoring Your BEST Leads #listingagent #realestatecoaching

6 May 2026 · 1 min

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Kevin Ray Ward argues that 81% of sellers choose an agent they already know, yet most agents ignore their sphere of influence to chase other leads. Focusing on friends and family isn't cringe—it's competing for the 80% of the market everyone else fights over.

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Your sphere of influence, that's people that you already know. Now, I know a lot of people are going like, I don't wanna feel like I'm bugging my friends and family. That is so cringe, trying to get business from them. Anytime you hear a coach saying that, they are not coaching you. They're trying to sell you their product. According to NAR, 81% of all sellers listed with an agent, either that they already knew or that was referred to them by somebody that they knew. If you are going after every other lead generation strategy, you're literally fighting for the bottom 20% of sellers So if you're not leveraging your relationships, here's a simple way you do it.