The Missional Agent Memo #26 - Become the Lead Magnet

What if the best marketing strategy in the world has less to do with what you create and more to do with who you’re becoming?

In this episode of the Missional Agent Memo, Chris shares a coaching conversation with an agent who wanted to hit $6 million in sales. What started as a conversation about pipeline, marketing, and growth turned into something much deeper: the realization that success is often less about tactics and more about transformation.

We explore what makes a person magnetic, the characteristics that naturally draw people in, and why trying to appeal to everyone actually repels the very people you’re meant to serve.

If you’ve ever wondered how to stand out in a crowded world without becoming louder, more polished, or more performative, this episode is for you.

Because maybe the better question isn’t, “What do I need to do?”

Maybe it’s, “Who do I need to become?”

For more resources to help you build your business and life on purpose, visit jchrisbryant.com.

Transcript

SPEAKER_00 0:01

Issue number 26 of the missional agent memo. Become the lead magnet. One of the best marketing conversations I've had lately had almost nothing to do with marketing. An agent set across from me and said, My goal this year is to sell $6 million in real estate so I can get an office, pay off some bills. So we started where most coaching conversations start. We talked about where she was in the process, her pipeline, closings, what was active, pending, coming up, and the things she was doing to create more opportunities. Normal coaching stuff for an agent. But then I asked a question that changed the direction of the whole conversation. Who do you need to become to be the kind of agent that sells $6 million a year? Not what should you post, not what email campaign should you build, not what event should you host or what script should you memorize. Who do you need to become that would draw people to you and create those opportunities? Because here's what I know the best marketing strategy in the world isn't about creating something, it's about becoming someone people are naturally drawn toward. They want to be around, they want to do business with, becoming a lead magnet. In the marketing world, we often talk about lead magnets you create: guides, checklists, webinars, PDFs. What I was suggesting to her was not to create a lead magnet, but to become one, to become the kind of person people naturally trust, remember, and genuinely enjoy being around. So I asked her to think out loud with me. What makes someone magnetic? After a minute of thought, the words started flowing. Humble, they're authentic, they're vulnerable, real, generous, grounded, purposeful, secure in who they are. They're curious, present, selfless, service-minded. These people are magnetic. Then I asked her to tell me about the opposite, the person who's not magnetic, but may even repel others. They're guarded, approval-seeking, negative, insecure, cynical, salesy, self-focused, often trying to be everything to everyone. Nobody's lining up to spend more time with people like that. And as we talked, it became clear: this is the work, not just doing, but becoming. Because success in business, leadership, and relationships is not simply about getting better at tactics, it's about becoming the kind of person people want to work with, follow, trust, and spend time around. Becoming magnetic. And here's the thing about magnets: they attract some things and they repel others. That's not only okay, it's necessary. You cannot be magnetic to everyone. Stop trying. Just be the light you know how to be and let it draw the people who resonate with you. If your faith matters to you, let it show. If your family is your why, stop hiding it behind professionalism. If humor is part of who you are, bring it. If generosity defines you, live it out loud. The world doesn't need more copy and paste agents, owners, and leaders. We need you, your story, your personality, your values, your way of caring for people. That's the one thing nobody can copy. And here's the part you don't want to miss magnetism is not something you pursue directly. That makes you self-focused. And remember which list that's on. You pursue becoming authentic, joyful, generous, purposeful, present, selfless, grounded. Magnetism is what follows. Victor Frankel wrote that happiness cannot be pursued in itself, it must ensue. In other words, happiness follows something deeper. I think magnetism's the same way. You don't chase being magnetic. You become the kind of person people naturally want to be around. Which brings me back to the agent who wanted to sell six million dollars. At first, we're talking about strategy, but by the end, we're talking about transformation. Because maybe the better question isn't, what do I need to do to hit my goals? Maybe the better question is who do I need to become? Maybe your next breakthrough has less to do with a new strategy and more to do with who you're becoming. Who do you need to become to reach your next summit? In your corner, Chris.