Massive Agent Podcast Episode 423: “Where to Find Your Next 100 Closings”

Host: Dustin Brohm
Date: January 29, 2026

Episode Overview

In this episode, Dustin Brohm challenges agents to rethink their approach to lead generation and reveals a powerful, often overlooked source for their next 100 closings: their own CRM and “old” leads. Instead of obsessively chasing new leads or getting discouraged by perceived “dead ends,” Dustin provides a mindset shift and tactical messaging strategies to help agents nurture, re-engage, and convert long-dormant prospects hiding in plain sight.

Key Discussion Points & Insights

1. The Overlooked Goldmine: Your Current CRM

• Most agents are fixated on chasing new leads and ignore the immense potential within their existing database.
• Dustin’s Core Message: “Your next hundred closings are in a place that you’re not looking. They’re right in front of your fricking face…sitting there, but you’re looking past them as if they don’t exist.” (03:15)
• The majority of old leads in your CRM aren’t “dead”—they’re just “not yet” leads.

2. Challenging Lead Generation Myths & Expectations

• Agents wrongly assume that a lack of immediate response = a bad lead.
• Dustin explains the faulty expectation: “...you think that if someone doesn’t respond right away or they’re not ready to talk to you right away or even within a couple months, you think that it’s just a bad lead.” (08:30)
• Every person who opts into a form or clicks an ad is indicating genuine interest. Their timing might be off, not their intent.

3. Timeframes: Play the Long Game

• Most leads are several years away from transacting.
• Dustin recounts nurturing a Facebook lead for over 3 years with no response—until one day they reached out, ready to go.
  “That was one of the greatest moments of my marketing life because it showed me the value in just long term nurture.” (14:18)
• Agents should plan nurturing and drip campaigns for years, not weeks. “Literally 10 years. So like every 60 to 90 days over time they get something of value…” (13:51)

4. Reframing “Dead Leads”

• “There’s no such thing as a dead lead. There’s just a not yet lead.” (12:34)
• Only fake or invalid contact info is truly a dead end; any real lead can be revived.
• Even if a lead buys elsewhere, most people use a different agent next time. Stay in their orbit!

5. Tactical Messaging: The Power of a Simple Text

• Dustin’s proven method for (re)activating “dead” buyer leads:
  • Send this simple message: “Hey, did you ever end up buying a house?” (19:40)
  • For sellers: “Hey, did you ever end up selling your house?”
• “You’d be so surprised at how many responses you will get.” (20:19)
• Send this to all buyers and sellers in your CRM—even those who haven’t responded in years.

6. What to Do with Responses

• If a lead replies “Yes,” update their record but do not remove them from nurture. Only 28% use the same agent for the next deal.
  “If you delete them from your database because they bought with somebody else, it’s certainly not going to be you [next time].” (21:20)
• For “No” or “We’re waiting” responses: new conversations start, potentially unlocking pent-up demand.

7. Nurture Forever

• Drip campaigns shouldn’t stop unless a lead unsubscribes or asks to be removed.
• “Either they unsubscribe or they die. But you just keep them on the campaign.” (23:15)
• Even non-openers are being passively reminded of your brand with every email/text.
• Leverage tools like Homebot and content retargeting for ongoing engagement.

8. Consistency is King

• The tragedy: most agents lose out on deals due to impatience.
• “There are so many closings you have lost out on because you’ve just been impatient and played the short game. Me too, it’s painful to think...” (24:35)
• Success comes from persistent, consistent nurturing—not from chasing shiny new leads.

Notable Quotes & Memorable Moments

• On “Dead” Leads:
  “There’s no such thing as a dead lead. There’s just a not yet lead.” — Dustin Brohm (12:34)

• On the Power of Follow-Up:
  “I’ve closed a lead that was just over three years old and they’d never responded to anything prior to that.” — Dustin Brohm (14:18)

• On Mindset Shift:
  “If I came to you with a referral and I said, hey, they’re not going to buy for four years, do you want it? Are you telling me you’d say no? If so, you’re an idiot. Like, wildly impatient.” — Dustin Brohm (11:30)

• On Simple Text Campaigns:
  “Did you ever end up buying a house?” … “You’d be so surprised at how many responses you will get. You will get bombarded.” — Dustin Brohm (19:40-20:20)

• On Nurture Strategy:
  “Either they unsubscribe or they die. But you just keep them on the campaign. Don’t ever take someone off unless they request it.” — Dustin Brohm (23:15)

• On Consistency:
  “You just have to be consistent, persistent and nurture people over time.” — Dustin Brohm (25:00)

Timestamps for Key Segments

• [03:15] – “Your next hundred closings are in a place that you’re not looking.”
• [08:30] – Common misconceptions about lead quality and agent expectations.
• [12:34] – “There’s no such thing as a dead lead. There’s just a not yet lead.”
• [14:18] – Success story of a three-year nurture turning into a closing.
• [19:40] – The simple follow-up text: “Did you ever end up buying a house?”
• [20:19] – Expected responses and action steps.
• [21:20] – Why to keep past buyers/sellers on nurture, even if they used another agent.
• [23:15] – Nurture forever: drip campaigns until unsubscribe/death.
• [24:35] – The cost of impatience and the keys to consistent closings.

Final Takeaways

• Stop calling leads “dead”—they’re just “not yet.”
• The next 100 deals are likely inside your CRM.
• Play the long game: nurture all leads, forever.
• Use short, simple text check-ins every few months to re-engage.
• Consistency and patience separate thriving agents from frustrated ones.

Dustin’s call to action:
Try the simple text approach, set up long-term nurture campaigns, and stay present for years—you’ll be amazed at the deals you uncover in the relationships you’ve already started. Let Dustin know your results via DM on Instagram (@massiveagent).

If you’re in real estate and want a proven path to closings and growth without burning out, apply these strategies Dustin lays out—their simplicity is their power.