In the world of real estate, many agents are eager for fast results; expecting a post, email, or ad to instantly produce a new buyer or listing. But the process from the moment someone first becomes aware of you to when they actually contract to buy or sell a home is far from immediate. It's what marketers refer to as the gestation period and understanding it is key to building a sustainable, successful real estate business.

Just like in nature, a gestation period in marketing refers to the time it takes from the initial awareness of a brand or service until a customer is ready to take action. In residential real estate, this means the time from when someone first notices you via a social media post, a newsletter, or a neighbor's referral, until the day they sign a listing agreement or buy a home with you.

And here's the reality; that process can take months... even years.

What the Research Tells Us

1. Only 2...10% of people are ready to buy or sell right now.
   That means 90% or more of your audience is still in the awareness or consideration stage, gathering information and evaluating options before they're ready to move forward.
2. It takes multiple touchpoints to build trust.
   Some studies estimate it takes an average of 56 brand interactions before a consumer makes a buying decision. These touchpoints might include social media posts, emails, blog content, open house visits, and conversations with past clients.
3. The journey is rarely linear.
   Consumers bounce between researching homes, checking interest rates, reading about the market, and watching their personal life evolve. The decision to move doesn't follow a straight line and neither should your marketing.

Why This Matters to You

If you're expecting an instant return from your marketing, you're likely to be disappointed. Instead, think of your outreach as a way to plant seeds.  Seeds that need time, nurturing, and consistency to grow into a client relationship.

That's why the most effective marketing strategy focuses on long-term relationship building, not short-term transactions.

How InTouch Systems Supports the Full Gestation Period

InTouch Systems is built around this very principle. We help agents stay consistently connected with their sphere of influence by delivering automated, educational, and informational content across multiple channels:

• Email and Newsletters: Automatically sent with timely homeowner tips, market insights, and real estate education—keeping your name in their inbox and on their mind.
• Social Media Posts: Five days a week, your feeds are updated with helpful articles, videos, and graphics that engage your audience and build familiarity.
• Website Consumer Content: In-depth guides and resources help keep visitors on your site longer and returning when they have questions about buying, selling, or homeownership.

Your total content mix should follow the 80/20 rule: 80% educational and informative, 20% promotional because value builds trust, and trust builds business and InTouch can take of the 80% automatically leaving you more time.

If you treat every contact as a potential lifelong client, not just a one-time transaction, your marketing becomes a powerful compounding asset. By embracing the gestation period, you shift your focus from chasing immediate results to building a long-term pipeline...one that delivers repeat business, steady referrals, and lasting success.

In a world where attention is fleeting and trust is earned slowly, those who show up consistently with value win.

That's where InTouch Systems steps in. We automate your marketing with professionally written, branded content that goes out automatically through email, social media, and your website, keeping your name in front of the people most likely to do business with you or send referrals.

Visit www.InTouchSystems.com to check it out, take a free trial, or schedule a demo and start turning missed opportunities into repeat and referral business.

In today's digital landscape, being present on social media is essential, but simply posting isn't enough. If you want your social media to generate real business, you need to go beyond just scheduling content and engage in real-time.

Here's the why: Only a small fraction, less than 10, of your followers are in the market to buy or sell at any given time. If all you post is listings or self-promotion, you risk alienating the rest of your audience. That's where the 80/20 rule comes in: 80% of your content should be educational and helpful and cement your position as their source of real estate information. The remaining 20% can promote your listings, successes, or services. This mix keeps your brand approachable and valuable...even when your audience isn't actively in the market.

What counts as educational? Homeownership tips, local updates, mortgage changes, seasonal checklists, or even home maintenance reminders. These position you as a resource, not just a salesperson.

But content alone isn't what builds relationships...real-time engagement does. Make it a habit to:

• Comment on your followers' posts.
• Wish them happy birthday or congratulations on life events.
• Reply quickly to DMs or questions.
• Watch for posts that could signal a move (new job, baby, empty nest) and start a genuine conversation.

This type of interaction builds trust and top-of-mind awareness. People want to work with someone who notices them—and that starts with showing up in their notifications.

The good news? You don't have to do it all yourself.

InTouch Systems can take care of the 80%, designing, writing, and posting professional, educational content that strengthens your brand, so you can focus your energy on the high-touch 20% that turns relationships into referrals.

That's where InTouch Systems steps in. We automate your marketing with professionally written, branded content that goes out automatically through email, social media, and your website, keeping your name in front of the people most likely to do business with you or send referrals.

You'll look active, informed, and professional without spending hours every week creating and formatting content.

Visit www.InTouchSystems.com to check it out, take a free trial, or schedule a demo and start turning missed opportunities into repeat and referral business.

As the CEO, Chief Everything Officer, of your real estate business, the phrase "If it is to be, it's up to me" rings true every day. Your role spans everything from prospecting and presentations to marketing, negotiations, business planning, and follow-up. You're working long hours, juggling back-to-back appointments, and often feeling like there's never enough time to focus on the activities that secure your future—like building a steady, predictable pipeline of buyers and sellers.

The reality is that lead generation must be a nonstop effort—24 hours a day, seven days a week, 365 days a year. But when you're constantly putting out fires and navigating the demands of your business, it's easy for prospecting to slip down the priority list. "I'll get to it tomorrow" turns into next week... and then next month. The longer you wait, the harder it becomes to regain momentum.

Procrastination is the enemy of progress, especially in prospecting. Once you understand that consistent lead generation is the lifeblood of your business, it must become non-negotiable. If nothing else gets done today, your prospecting will. Identify the most productive time of day for you, block it on your calendar, and protect it fiercely. Use this dedicated time for personal outreach, especially phone calls, to your high-value contacts: past clients, repeat clients, and those who have referred you business.

Remember, it costs five to seven times more to attract a new customer than it does to retain an existing one. Staying in front of your sphere through consistent, meaningful communication is one of the smartest business strategies you can deploy. A well-rounded, multi-channel plan, anchored by an email newsletter and active social media presence, keeps your name top of mind and reinforces your value as their go-to real estate professional.

But you don't have to do it all alone.

InTouch Systems   is designed to help you stay connected with your sphere automatically and professionally. Our service supplements your personal outreach with high-quality content marketing across email and social platforms so even when you're busy closing deals, your brand stays visible, consistent, and top of mind. You'll never have to worry whether your clients are hearing from you...they will be.

The key is consistency. If your name isn't the one that comes to mind when someone thinks "REALTOR®," it's likely someone else's will. Don't let a lack of time cost you relationships, referrals, and repeat business. Commit to a lead generation plan that works even when you're too busy to work it yourself. And let  InTouch Systems  help make sure your message is always reaching the people who matter most.

Take the 14-day Free Trial  or schedule a demo so you can see for yourself how it will help you.