H5game8

In real estate, attention is currency, Josh Ries writes. If you want to close more deals in 2026, you have to start by getting in front of more people.

Inman Connect

Invest in yourself, grow your business—real estate’s biggest moment is in San Diego!

Jake Paul made about $92 million a few nights ago in six rounds of boxing. Let that sink in.

This guy is not a world-class athlete. He’s not undefeated. He’s not even a top-ranked fighter. Yet he walked away with nearly nine figures in earnings.

TAKE THE INMAN INTEL SURVEY FOR DECEMBER

So what does that have to do with real estate? Everything.

Because the truth is, Jake Paul didn’t get paid because he’s a great boxer. He got paid because he knows how to get attention.

And in real estate, attention is currency. If you want to close more deals in 2026, you have to start by getting in front of more people. Not just random people. The right people. And you have to stay there long enough for them to remember you, trust you and eventually choose you.

The harsh reality: Attention trumps talent

We’ve all seen it in our markets. There’s always that agent who isn’t the best at negotiation, marketing or even customer service, but they’re everywhere online. Their signs are everywhere. Their name keeps popping up. And despite their skill level, they’re consistently closing deals.

Why?

Because they’ve figured out the same thing Jake Paul did. They control the narrative. They show up often. And they know how to stay top-of-mind.

Meanwhile, some of the best agents I’ve met are barely visible. They rely on repeat clients or referrals and hope that business just keeps rolling in. But in a shifting market, “hope” is not a marketing strategy.

Attention is the 1st step of the funnel

Let’s be real. You can’t convert what you don’t attract.

Getting attention isn’t about being loud or obnoxious. It’s about being visible in the places your ideal clients already spend time. In today’s landscape, that’s social media, YouTube, Google and inboxes.

Here’s a practical example: I know a team that was spending nearly $7,000 per month on Google Ads. Their ads were decent, but their conversion rate was terrible. The reason? No one knew who they were before they clicked.

Contrast that with another agent who invested her time into short-form video content on Instagram and Facebook. She didn’t spend a dollar on ads, but after six months, her brand was everywhere in her market.

When she finally did launch a lead magnet campaign, her conversion rate tripled because her audience already knew, liked and trusted her (This is also the power of running ads to a custom audience of your followers, but that’s a topic for another article).

This is why attention matters. It shortens the sales cycle and increases the efficiency of every dollar you spend on lead generation.

Filter the right people into the right system

Attention alone doesn’t close deals. You still need a system to capture, nurture and convert the right people.

The goal isn’t just to go viral or get likes. You want to attract the people who actually need your services and repel the ones who don’t. That’s why content should always be built with intention.

If you’re a listing-focused agent, post market data breakdowns, pricing strategy tips and stories of past sellers you’ve helped. If your ideal client is a first-time buyer, focus on education, local lending programs and neighborhood comparisons.

Here’s a client story that proves the point. One of the agents in my old market started doing weekly Facebook Lives, breaking down price points in different ZIP codes in her area. At first, it felt awkward, and barely anyone watched. But after about six months, her inbox started to get messages from people saying, “Hey, I’ve been watching your videos. I think we’re ready to buy.”

What happened? She got attention, then delivered value, and that value built trust. That’s the formula.

There is no one ‘right way’ — but you need a way

Not every agent should be doing YouTube. Not every agent should be on TikTok. But every agent needs a repeatable system to consistently get in front of new people and nurture them through a decision.

If you hate video, lean into email or written content. If you love video but hate editing, try Instagram Stories or Facebook Lives, where production doesn’t matter.

The only wrong choice is doing nothing.

Remember, Jake Paul didn’t build his platform in the ring. He built it online. Then he brought that attention with him to the fight.

If you want to make 2026 your best year yet, you have to start building that same kind of attention engine in your market.

Visibility builds opportunity

If you’re struggling to close deals, don’t just look at your lead source. Look at your visibility. Ask yourself:

Are you consistently showing up where your dream clients spend time?
Are you giving them a reason to trust you before they ever need you?
Are you filtering that attention into a system that moves them toward working with you?

You don’t need a national audience like Jake Paul. You just need to be known, trusted and visible inside your market.

And that starts with attention.

Josh Ries is a real estate broker and a lead generation consultant. You can connect with him on TikTok and Instagram.

Topics: lead generation Show Comments Hide Comments Sign up for Inman’s Morning Headlines What you need to know to start your day with all the latest industry developments Sign me up By submitting your email address, you agree to receive marketing emails from Inman. Success! Thank you for subscribing to Morning Headlines. Read Next real estate lead conversion

Here's the real secret to increasing your lead conversion rates social media marketing

Why my early social media posts flopped — and what finally worked lead gen unicorn

No lead-gen unicorns: 3 real ways to get clients to the closing table An angry man and a woman shouting through a megaphone to symbolize how selective outrage impacts lead generation in real estate.