# Why Recruiting Funnels Fail and Why Transaction Data Beats Purchased Lead Lists By Ty Morton (@tymorton) ยท Published 2026-10-28 Canonical: https://voce.com/@tymorton/recruiting-funnels-fail-transaction-data-beats-epwemw --- A spreadsheet of agent names, emails and phone numbers feels like a warm market until the calls go out and nobody moves. The problem is not the effort. A purchased list is a snapshot of who existed when the vendor built it, and recruiting depends on timing. Transaction data shows what agents are actually doing now, and that tells you who is worth your time before you pick up the phone. After 22 years in this business, I would build a recruiting funnel on that second source. ## Takeaways - A purchased list tells you an agent exists. Transaction data shows how that agent is performing now. - Build your funnel from your own MLS exports and public county records before you buy anything. - A short, specific note about an agent's recent production starts a better conversation than a generic pitch. - Smaller pools of well-chosen agents beat large pools of cold names. ## Why does a purchased list feel like a cold-call graveyard? Because a list is contact data, not behavior data. A name and an email do not tell you whether an agent is reachable, whether they are happy where they are, or whether anything is changing for them. Agents move, change brokerages, slow down or leave the business, and a list captures none of that after the day it was built. The usual result is a lot of dials and few real conversations. A recruiter spends the week working rows that were stale before they arrived. Volume looks like progress, but it is mostly motion. ## How do I know which agents are worth contacting? Look at what they have actually done. Transaction data is the record of what an agent has listed, sold and closed. Your MLS can show sides, volume, price band and listing activity. County records can show the same from the public side. You are looking for direction, not a snapshot. Is an agent closing more than last year? Moving into a higher price band? Carrying more listings? An agent whose production has outgrown their current arrangement is more likely to have a reason to talk than one who simply appears on a list. ## What does a data-first approach look like in practice? It is a small, repeatable routine rather than a big system. Pull your MLS transaction report for the last four quarters. Filter to your market. Mark the agents whose side count or price point is rising. Then read their recent activity before you reach out. The outreach changes too. Instead of a generic pitch, you can reference something real, such as their recent production or the price points they have been moving into. That gives the agent a reason to answer, and it makes the first call a conversation instead of a cold dial. ## Why does the funnel math favor the smaller pool? Every funnel starts with a pool, runs through outreach and ends with a few people who say yes. A list-based funnel starts with a very large pool and loses most of it at the first step. A data-based funnel starts with a smaller pool chosen for a reason, so more of the recruiter's hours go to conversations that have a reason to happen. The work does not disappear. It becomes more focused. The same recruiter spends the same time on agents who are more likely to listen. ## What should a broker do differently this week? Stop adding to the pile of lists and start with the data you already have. Export your MLS transaction report, sort it by trend, and choose a short list of agents to research. Read their recent work before you call. Keep notes on what you learn, so the next round starts further along. The names on a purchased list are a snapshot. The pattern in the transaction data keeps updating. If you stopped buying lists tomorrow and started with your own market data, which agent would you want to talk to first?