I truly like Bills response. Here is how I've observed this playing out.
During monthly office meeting
Broker: " I've going to spend $6,000 to help the agents in this office prosper. What do you need? What can I provide to propel you on the highway of success?"
Agent 1: "Better images of broker website."
Agent 2: "Office staff to answer calls as though they are part of the agent team."
Agent 3: "New broker logo."
Agent 4: "Featured Listing for all broker listing on Realtor.com."
Such responses reflect a real disconnect with what is required for success in this business. In this environment, business fundamentals are needed. If, however, the audience of agents are aware lead generation has some role to play in their success, you can prioritize and call in the experts for the inexhaustible list lead generation venues.
Don't overlook the need for agents to practice what they preach. Give agents the skill and knowledge to invest in real estate to secure their future also.
Finally with two legs of the stool in place, the third must be secured also. The agent needs an "A-game." Skills in profiling, needs assessment, benefit structuring and closing complete the trifecta for a successful business.
If I were training beginners, my focus would be to have the agents understand what they bring to the table that is worthy of a chuck of the home owners equity. "Why are you worth $16,000 of a home owners equity?" The response must be free of real estate jargon and foggy talk. The outcome will be an agent who is unapologetic regarding the value they represent and the authority they assert in achieving the goals of their client.