Feel like you've already talked to everyone in your market? Think again. In this episode of Recruiting Conversations, I walk you through how to build a solid recruiting list even when your territory feels tapped out. You’ll learn how to segment by pain, not just production, and uncover five overlooked talent pools hiding in plain sight.

Most leaders are working from the same spreadsheet. But the best recruiters think differently. They segment. They personalize. They win.

Episode Breakdown

[00:00] Introduction – Why small-market recruiting isn’t a numbers problem, it’s a perspective problem [01:00] The Mindset Shift – When you say “there’s no one left,” your brain stops looking [01:30] What Most Leaders Do Wrong – They go after the same top 20% that everyone else does [02:00] Segment the Market Into 5 Buckets

Top Producers – Most visible, most prospected, slowest to move
Under-Leveraged Mid-Tier – 3 to 5 loans a month with no support, high potential
Plateaued Veterans – 10+ years in the business, stuck, but open if shown a new path
Rising Stars – 1 to 2 loans per month, overlooked by most, loyal if developed
Career-Adjacent Talent – Processors, assistants, real estate pros, or ex-LOs with untapped potential [05:30] Rethink Your List – Start defining your recruiting list by potential, not just production [06:00] Where to Pull Names

Public data (MLS, Scotsman Guide, MBS Highway)
Your LOS
Open houses and builder relationships
Your own CRM and referral network
Social media tagging and organic engagement [06:30] Ask Better Questions
Who do I already know?
Who does my team know?
Who is active on social but not being recruited? [07:00] Segment and Match Messaging – Every list needs its own approach. Veterans don’t respond to the same script as newcomers [07:30] Nurture Your List – Monthly touches, value-first content, and staying top-of-mind builds relationship over time [08:00] Show Up Publicly – If you aren’t visible, even the best segmented list won’t work [08:30] Final Challenge – Pick one segment, build a list of 25, and reach out to 5 this week. Do this every week for 90 days and watch what happens

Key Takeaways

Your Market Isn’t Too Small – You’re just looking through the same lens as everyone else
Segment by Pain, Not Production – The best opportunities are in overlooked categories
Five Lists. Five Strategies – Each persona requires different messaging and follow-up
Stop Treating Your List Like a One-Time Task – It’s a living system that needs rhythm and nurture
Visibility Multiplies Trust – Public presence makes your recruiting touches land with more weight

You don’t need hundreds of people in your market. You just need the right 30 to 50 people to believe in your leadership. Build the list. Show up. Stay consistent.

Want help building a segmented recruiting system that scales your influence? Subscribe to my weekly email at 4crecruiting.com, or book a strategy session at bookrichardnow.com. Let’s unlock the list that’s already in your market.