The funnel breaks into five connected steps, and the order is what makes it work.
Step 0, build the offer
Before a single ad runs, the offer itself gets built around what actually makes the brokerage specific, positioned so the broker reads as an educator and a resource, not one more recruiter with the same script as everyone else.
Step 1, ads
Facebook and Instagram ads catch agents already wondering whether to move. Static images work to launch quickly but fatigue within a couple of weeks. Video tends to generate richer engagement signal for the platform's optimization, though Meta optimizes on outcomes for either format.
Step 2, direct texting
This reaches the agents who never see the ad. Every text sends from a local-area-code number bought and A2P/10DLC-registered for that specific market. Once an agent replies positively, an AI system books the appointment directly onto the broker's calendar.
A 2026 consumer survey found texting is now the preferred channel for 9 of 10 message categories, and a 2026 global survey found 86% of calls from unknown numbers go unanswered.
Step 3, the value video letter
Every agent who responds positively is pointed to one short video, 3 to 5 minutes, deliberately shorter than a typical video sales letter.
Step 4, the appointment
Because the agent has already watched the video, the call functions as an interview rather than a sales pitch.
Real examples from client accounts: a commercial-niche client (Lance Somerville) generated 38 applications and 15+ appointments in 7 days. A brokerage running Indeed before switching had, in its first week on the new system, a conversation with an agent who'd closed over 100 deals (Jeffrey Tabares).