The evidence behind how listings are actually won.
Short observations, campaign benchmarks and longer studies. Each one states the question it asks and where the evidence came from.
AgentXP interprets · Research provides the evidence
Featured · Strategy
The Modern Prospecting Report
Why is interruption-based prospecting losing efficiency, and what sequence replaces it?
Homeowners research continuously and decide late, while prospecting is still measured on a thirty-day window. The report sets out that measurement gap and the seven-step sequence built to correct for it.
34 min read
Latest
- 01 StrategyThe Modern Prospecting FrameworkAttention, curiosity, intent, conversation, appointment, listing, repeat. Built on a single observation: the decision is made years before the appraisal, and almost nobody is present for it.14 min read
- 02 StrategyThe Digital Farming PlaybookBuilding a 1,500-home digital core area: replacing the letterbox drop with proximity and frequency, while keeping the local relationship intact.11 min read
- 03 CampaignsFacebook ad structures that survive week threeA comparison of ad structures across markets, with the measurable reasons familiar formats stop performing after the third week.9 min read
- 04 Market behaviourMonth four is where most systems are abandonedRecognition compounds slowly and then quickly. The point at which agents most often stop is the point just before the curve turns.6 min read
Start here
Studies
- 01 Campaigns18 min read
The Digital Farming Benchmark
What does a digital core area actually produce, and what separates the top quartile?
What it examines
- Reach, frequency and cost per thousand homes by quartile
- When creative fatigue sets in
- Narrow presence against wide, thin coverage
A digital core area does the job a letterbox drop used to do, with better precision. In this dataset the separation between top and bottom quartile is frequency held steady over time, not budget. Every figure is published as a range.
Source: First-party campaign data across agent accounts · Digital core areas in metro and regional markets
What it cannot settle: There is no offline attribution, and it does not control for existing local market share.
All of this is first-party: campaign records and platform data from my own and PocketAppraisal accounts, plus field observation. It is not independent academic research and is not described as such. Where a figure is an estimate, it says so.