The Lead Gen + Conversion Playbook
The step-by-step playbook for winning the battle for attention in your market, even if there's already a top producer in your town.
Who this playbook is for
This playbook is for one reader: the agent or lender who's tired of buying leads that ghost, posting into the void, and watching a louder competitor win clients they could serve better. The battle in your market is a battle for attention, and it's winnable even if there's already a top producer in your town, because most producers are coasting on yesterday's visibility.
What follows is the KMC lead system in playbook form: get seen, capture the interest, and follow up until trust turns into a conversation.
Become your area's go-to agent in any market condition.
The core plays, in order
Play one: be seen on purpose. Visibility is bought and built, not hoped for. Short, useful videos, market answers, local insight, distributed through reach ads so your whole market actually sees them. Remember Krista's rule: people are lurking, not liking. They're watching even when they never comment.
Play two: give them somewhere to raise their hand. A simple funnel, a guide or valuation worth a real email address, turns attention into a list you own. One page, one promise, one button.
Play three: follow up like a professional. Most leads aren't ready today; nearly all agents quit anyway. Automated nurture responds in minutes and keeps delivering value for months, so when the lead is finally ready, you're the only agent still in the room.
Play four: wake the database you already own. Before buying another lead, run reactivation on the contacts you already have, past clients, old inquiries, your sphere. It's the easiest revenue in your business to win.
The mistakes that kill lead gen
Mistake one: random acts of marketing. A video this week, silence for three, then blaming video. Consistency is the strategy. Everything else is tactics. Mistake two: capturing without nurturing. A lead magnet with no follow-up sequence is a business card in a drawer. Mistake three: talking to other agents. Content about your awards impresses your peers. Content about the reader's problem wins clients. Mistake four: chasing cold instead of warming your own. Every dollar spent on new cold leads while your database sleeps is a dollar misallocated. Mistake five: quitting at the dip. Attention compounds, and the agents who win are simply the ones still publishing in month six.
How Krista Mashore Coaching helps, and your next step
This playbook is the map; Krista Mashore Coaching is the build crew. Inside KMC Mastery you implement every play in sequence, with proven templates, live coaching, and daily accountability, taught by a coach who was a top 1% agent for her 19-year career, personally selling over 2,350 homes with exactly this approach.
One clear next step: save a seat on the free AI webinar to watch the modern version of this system run live.
Frequently asked questions
Which play should I start with?
If you have any database at all, start with play four (reactivation), it pays fastest. Then build visibility (play one) while the reactivation conversations fund your patience.
How long until this produces leads?
Reactivation can produce conversations quickly because those contacts already know you; the visibility plays compound over months. KMC won't fake a timeline, the system rewards consistency, which is why the coaching pairs it with daily accountability.
Do I need a big ad budget to run these plays?
No, reach ads are the cheap kind, and the plays are sequenced so early wins can fund later spend. The expensive approach is the one most agents run: buying cold leads with no follow-up system.
Be known before you're needed.