In this episode ofthe REI Marketing Weekly, I sit down with Micah Nicholes, CEO of US Lead List, to dig into one of the most nuanced and emotionally charged niches in real estate—probate leads. Micah brings a wealth of insight on how to approach these leads with empathy, how to navigate emotionally complex situations, and why probate deals often yield some of the largest spreads in the business.

We talk about the human side of real estate, why active listening can close more deals than aggressive selling, and how building real relationships with sellers is the key to unlocking trust—and ultimately, opportunity. If you’ve never considered probate marketing, or if you’ve been struggling to convert probate leads, this episode might just shift your entire mindset.

Episode Timeline & Highlights

[0:00 ] - Introduction

[2:22 ] - Why understanding emotional pain points is key to converting probate leads

[3:34 ] - How listening and asking the right questions builds trust quickly

[5:00 ] - The surprising reason money isn’t the biggest issue in probate sales

[6:24 ] - Real stories that show why real estate is always a people business

[9:35 ] - Why probate deals can lead to some of the highest spreads

[12:09 ] - The truth about data quality and why “perfect data” is a myth

[14:17 ] - How US Lead List identifies properties with the highest likelihood to sell

[18:06 ] - The “insider list” that yields 80% of Micah’s profits

5 Key Takeaways

1. Lead with empathy: Probate leads are emotionally sensitive—approach with genuine care, not a sales pitch.

2. Listening beats selling: Ask open-ended questions and let sellers talk. They’ll tell you everything you need to know to make a strong offer.

3. Smaller lists, bigger spreads: Probate deals tend to be fewer but far more profitable when handled correctly.

4. Data matters—but so does delivery: Clean, targeted data is valuable, but it’s your conversation that closes the deal.

5. Focus on “insider” segments: Targeting probate leads who owned multiple properties often yields higher returns with less emotional resistance.

Links & Resources

• Learn more about US Lead List: https://usleadlist.com

• Book a call with Micah or his team via their site

If you got value from this episode, don’t forget to follow, rate, and leave a review. Share it with someone in your network who’s ready to level up their approach to real estate marketing. Thanks for tuning in—see you in the next one!