Short answer: become the recognised name for a specific area rather than competing for portal leads. Neighbourhood authority compounds; bought leads do not.
Portal leads are rented and shared. You pay per lead, the same buyer often reaches several agents, and it stops when you stop paying.
Neighbourhood authority is the alternative. Being the agent people associate with Riverside, or Nocatee, or the Beaches, produces referrals for years. It is slower to build and it does not switch off.
Be visible between transactions. People move every several years but decide who to call long before. Staying visible locally in the years between is the whole strategy.
Be part of the local business fabric. Agents sell neighbourhoods, not just houses. Being genuinely embedded in the local business community is both good marketing and genuinely useful to clients.
Where the plans fit. Individual agents sit on Professional Services. Brokerages and teams take Corporate for multiple agents and locations. See current plan prices.