Kristen Genovese · Realtor Outreach

Land 3 agent partnersA warm, value-first 4-touch cadence — written for you.

You don't win agents by pitching them. You win them by being useful before you ask for anything. Here's exactly who to approach, the four messages to send (just fill in their name), and how to handle the "I already have a lender" wall — without ever sounding pushy.

4-touch cadenceWho to approach5 objection answers
How this fuels Monday

This is your Monday Level 3 → meeting motion

Monday is Realtor Acquisition. A brand-new agent is a Level 3 — cold, no relationship yet. This cadence is exactly how you turn a Level 3 into a booked coffee (and then an L2, then an L1). Run it inside your Power 2 Hours: a handful of these touches counts toward your 5 daily agent contacts. Value first, ask last.

01

Who to approach first

Approach 1st
Agents who serve military buyersThe agents working VA buyers near Norfolk, Oceana, Little Creek, and the bases. Your VA expertise is their missing piece — the cleanest fit in Hampton Roads.
Approach 2nd
First-time & FHA-heavy agentsAgents whose feed is full of first-time buyers and starter homes. They constantly hit financing questions you can answer better than anyone.
Approach 3rd
Newer, hungry agents (1–3 yrs)Building their business and open to a real partner — not already locked into a big-team lender. You can grow together.

Green lights

  • Posts listings/buyers regularly & responds to DMs
  • Works your niches (VA, first-time, FHA, self-employed)
  • Local to Hampton Roads / the 757
  • Talks about clients like people, not transactions

Skip / deprioritize

  • On a big team with a captive in-house lender
  • Pure luxury/cash listings (no financing need)
  • Inactive feed, never engages
  • Only chases rock-bottom pricing, never service
02

The 4-touch cadence

Touch 1Instagram DMDay 1 · Monday
Goal: a genuine, specific hello — zero pitch.
Hey [Agent Name] — your post on [their recent listing/post] caught my eye. Love how you walk buyers through it. I'm Kristen, a loan officer here in Hampton Roads (mostly VA, first-time, and self-employed buyers). Not pitching you anything — just wanted to say you clearly take care of your people, and that's rare. Keep it up. 👏
Touch 2EmailDay 3
Goal: introduce yourself + offer something useful.
Subject: A VA-buyer resource for your Hampton Roads clients Hi [Agent Name], Kristen Genovese here — loan officer with CMS Mortgage Solutions, based right here in Hampton Roads. I've been doing this since 2012, and I work a lot of the buyers you do: military/VA, first-time, FHA, and self-employed. No ask here — I just put together a plain-English VA home loan guide that agents have found handy to share with buyers (it kills the "sellers hate VA" myth, too). Want me to send it over? It's yours to use, no strings. Either way, glad to know another good person working the 757. Kristen (201) 486-2244 · NMLS# 1172850
Touch 3Value dropDay 6
Goal: actually deliver value — still no ask.
Hi [Agent Name] — sending this over like I promised. Here's my VA home loan guide you're welcome to share with any buyer: /kristen-genovese/guides/ One thing that might help your listings: a lot of agents don't realize how strong a VA offer actually is in our market. If you ever have a buyer (or a "can this even work?" scenario) you want a second set of eyes on, just send them my way — I'll give them a straight answer fast. No pressure, no catch.
Touch 4Coffee askDay 10–12
Goal: the soft, low-commitment meeting ask.
Hey [Agent Name] — I've enjoyed following your work. Any chance you're up for a quick coffee in the next couple weeks? No agenda beyond getting to know how you like to work and seeing if there's a natural way to make each other's lives easier. My treat — you pick the spot near [their area]. ☕
03

Handle the 5 you'll hear most

"I already have a lender."
"Totally respect that — a good lending relationship is gold, and I'm not asking you to drop anyone. I'd just love to be your backup for the files a retail lender can't do — VA, self-employed, the tricky ones. Keep my number for the day you need it." Most agents say yes to a backup. That's the door.
"I'm not looking for new lender relationships right now."
"Fair enough — no pressure at all. Mind if I just send you my VA guide so you have a resource for your buyers? And if it's ever useful to have a lender who answers on the first ring, you'll know where I am."
"I'm slammed / not interested."
"I hear you — I'll keep this to one line then: I'm a Hampton Roads loan officer who actually communicates and works the tough files. If that's ever helpful, text me. Go sell some houses. 🙌"
"Why should I work with you over who I've got?"
"Honestly, you might not need to. But here's the difference my agents notice: I pick up the phone, I catch the problems early so deals don't blow up the week of closing, and as a broker I can place files a single lender can't. If your current setup already does all that, you're set. If not, I'd love a shot at one."
"What's the catch / what do you want from me?"RESPA §8
"No catch — and legally there can't be one. I can't pay for referrals and I'd never want to (that's RESPA). All I'm offering is reliability your clients feel. If that earns your trust over time, great. If not, you still keep the guide."
04

Your first week

Do this Monday — then repeat

Pick 5 agents from your "approach first" list (start with the military-buyer agents). Write their names down.

Send 5 Touch-1 DMs during your Power 2 Hours. That's it for day one — 15 minutes, genuine, no pitch.

Track them in a simple list (name · last touch · next touch). Run the 4-touch cadence on each over ~2 weeks.

Add 5 new agents every Monday. Five new conversations a week is 20+ a month — that's how a referral pipeline gets built. The goal is 2 coffees booked per week.