Okay, I’m going to say it.

Louder for the people in the back, the front, and especially for those OSCs sitting in the dark corner of the CRM, aggressively tagging every incoming lead like a kid calling dibs on Halloween candy:

Just because a lead touched your pipeline doesn’t mean you are owed a bonus on it. You have to do the work. And more importantly, just because someone walked into a home for a self-guided tour or a realtor schedules through ShowingTime does not mean you should automatically get paid for it. Yeah, I said it.

But I still firmly believe both these types of leads should go to the OSC for a nurture process.

When We Say “All Leads Funnel to the OSC”, Let’s Clarify

We’re talking about top-of-funnel, new inquiries, the people raising their hands and saying, “Hey, I might be interested.” That means:

• Website forms
• Online chats
• Phone calls
• Third-party lead sources
• Self-guided tour sign-ups
• ShowingTime leads coming through MLS

This does not mean that because someone unlocked a door with a code, breathed the air inside the model, and ghosted out without ever talking to you… that you get credit.

Sorry, not sorry.

Lead Hoarding is Not the Same as Lead Nurturing

Here’s the difference: Hoarding is tagging a lead and doing nothing with it. Or worse, claiming credit for something you didn’t contribute to. You can’t steak claim to something that came through your digital inbox, never responded to you, and then went out to the community and bought a house. Likewise you can’t say ALL REALTORS are mine and anything they set is my appointment.

Nurturing is earning that lead through conversation, curiosity, connection, and creating the next step in the buyer journey.

Self-guided tours are a great tool. But you weren’t part of the process if you didn’t:

• Engage with the lead before the tour
• Follow up during or after
• Create the connection to get them in front of an onsite agent

Then you didn’t set an appointment. You were just background noise.

Yes, if you’ve been working with the lead and they use the self-guided option as a more comfortable or low-pressure alternative, especially if they’re a little skittish or introverted, then yes, there may be room for partial comp or acknowledgment.
But full appointment credit? That should be reserved for moving the lead closer to the sale, not just passively watching them tour and vanish like a ghost in the CRM. No connection made between the lead and the onsite agent, means you aren’t getting full appointment credit.

Let’s Talk About ShowingTime Leads

Now this one is another really complex topic. If a ShowingTime appointment comes in through a buyer’s agent and the OSC doesn’t take the time to:

• Engage the agent
• Learn about the buyer (you know, those little details like what, when, where, why, and how much)
• Share value that helps move the needle
• And gets them to meet with an onsite agent

Then what, exactly, are you doing?

If you’re not contributing to the process, you’re not earning that appointment. You’re just watching it happen. Again, that’s not sales. That’s lurking.

Let’s not confuse data entry with actual OSC work. This role isn’t a game of “who clicked the button first.” It’s about strategy, intuition, and communication.

Winning Appointments Starts with Showing Up

Yes, I hear it all the time:
“People are in a hurry.”
“No one wants to talk to us.”
“Agents just want the lockbox code.”

Sure, if you believe that, and that’s the energy you bring into every conversation, then yeah, that’s what you’ll get.

But what if, hear me out, you approached every interaction with:

• Curiosity
• Natural friendliness
• A true desire to help

If you did that? You’d win real appointments all the time. And not just the low-hanging fruit.

The 20-60-20 Rule

Here’s a simple breakdown. About 20 % of buyers will purchase no matter what. Another 20 % won’t buy no matter what. That leaves the remaining 60 %, and that’s where the OSC’s effort makes the biggest impact.

Yes, sometimes you’ll catch one of those ready-to-buy 20 percenters. But that doesn’t mean you just go through the motions. You still need to engage, follow up, and guide them through the process with genuine effort.

The 60 % are watching, waiting, and deciding. That’s where your curiosity, communication, and consistency can turn a maybe into a sale. That’s the real job.

Burnout or Misalignment?

Now, if you’re reading this and thinking,
“Yeah, well, I’m just trying to get through my follow-up plan today,”
or
“Whatever, it all feels like chasing ghosts anyway…”

Then maybe it’s time to pause.

If you’ve lost the passion for creating meaningful customer experiences…
If you’re just in it for the bonus math…
If you’ve turned into a CRM goblin counting leads instead of cultivating them…

Then it might be time to reevaluate.

Because this job, when done right, isn’t just about you.
It’s about:

• Guiding the customer journey
• Impacting your builder’s bottom line
• Making life easier for your onsite agents
• And yes, being the glue that holds digital engagement together

I Will Always Advocate for OSCs, But You Have to Show Up

Let me be clear: I will always fight for this role. I will always advocate for OSCs to be recognized, respected, and paid what they deserve. If you’re touching 50 % or more of a builder’s sales pipeline, then yes, I believe you should be making a six-figure income.

But. That advocacy only goes as far as your effort.

If you’re cutting corners, letting balls drop, or brushing off leads that feel like too much work, you’re doing the role a disservice. There’s a big difference between a non-responsive lead, a spam lead, and a dead lead. It’s your job to know the difference and to keep engaging until the path is clear.

Being desensitized to “low quality” leads is a fast track to becoming ineffective. And if you start acting robotic about your follow-up, your curiosity, or your customer care, don’t be surprised when you’re replaced by an actual robot.

This role is powerful. But it’s also earned, every single day. Through effort, consistency, and heart.

Earn It

This role is powerful. When done with integrity, curiosity, and care, an OSC can drive real revenue, transform customer experiences, and be the heartbeat of the sales funnel.

But when it becomes all about gaming the comp plan, we all lose:

• The customer feels like a transaction.
• The builder loses trust in the process.
• And you? You lose the satisfaction of actually being good at what you do.

So next time a lead pops up in your CRM, ask yourself, “Am I adding value to this person’s journey… or just hoping for a payout?”

Because if it’s the latter, it’s time to rebuild more than just your pipeline. Want to get back to the part where this job feels fun, impactful, and like you’re actually helping people? Start with curiosity. The rest will follow.

And no, you don’t get bonus comp just for reading this post. But you do get a better mindset.