Zillow, Trulia, Realtor.com… they all know something most agents ignore:
Every buyer’s journey comes down to a single 10-week window.

That’s right. Out of the 10 years the average person spends between home purchases, there’s only about 10 weeks when they’re actively searching, clicking, touring, and deciding.

And guess what?
That’s exactly where every billion-dollar lead company spends its money.

The Billion-Dollar Battle for 10 Weeks

Think about it:
When someone decides, “We’re ready to buy a house,” that’s when Zillow, Trulia, and every major online lead source pounce. They flood the internet with ads, pop-ups, and promoted listings, all designed to capture that brief window of opportunity.

The problem?
Unless you’ve got billions in ad spend, you can’t win that game.

If you’re trying to compete with Zillow during those 10 weeks, you’re already too late.

The Real Moat: Relationships

So how do you compete when you can’t outspend the giants?

You out-relate them.

Your moat isn’t your marketing budget; it’s your relationships.
It’s your consistency.
It’s your ability to stay top of mind long before those 10 weeks ever begin.

When a client’s buying window finally opens, they shouldn’t need to Google an agent.
They should already know you’re their person.

How to Build Your “Lead Moat”

Here’s what top producers do differently:

1. High-Value Touches: Share insights that actually help people, market updates, homeownership tips, and buyer/seller strategies that position you as the pro.
   
   
2. High-Frequency Contact: Stay visible through social posts, personal messages, calls, and community events. Consistency creates trust.
   
   
3. Professional Association: Every touchpoint should reinforce that you’re the real estate expert, the one they call when it’s time to move.
   
   

When that 10-week buying window opens, it feels natural for them to reach out to you because you’ve been there all along.

The Toothpaste Analogy (Yes, Really)

If I asked you to name two toothpaste brands, you’d probably say Colgate or Crest.

If your name isn’t one of those two, you’re not in the cabinet.

The same is true in real estate.
If a client can’t name you first when someone asks, “Know any good agents?” you’re already out of the running.

Your marketing mission is simple:
Be one of the two names they think of when they think “real estate.”

Final Thoughts

The 10-week window is where all the noise happens, but the money is made in the months and years before it.

Build your database.
Stay consistent.
Deliver value.

Because when their buying window opens, you won’t have to chase them.
They’ll already know exactly who to call.