Your ability to find qualified prospects is the
lifeblood of your real estate business. Coupled with converting those prospects
to qualified clients… lead generation is probably the most profitable task
you can factor into your schedule.
It’s not an understatement to repeat how strong
lead generation skills mean the difference between success and failure in the
real estate market — between the years 2006 and 2010 the NAR membership ranks
decreased by over 200,000 REALTORS…how did the ones who survived make
it? I have listed 3 topics below that
may help you to understand.
A solid lead generation program (to include a data base management system) can help you increase your ability to create a steady stream of clients who convert into satisfied customers. Think of lead generation as a planned and continuous cycle rather than a single event. 1. Data Mine Your Book of Business- (BoB) Keeping in touch with past clients is essential to a strong lead generation program.
·
Are your past clients going
through a life change which will affect their housing situation?
·
Are any of them looking to
downsize?
·
Have they welcomed a new
addition to their family?
·
Reach out to let them know you’re
available to help with their housing needs. Stay in touch by creating hand
written notes with simple calls to action like, “How much is your home
worth?” While we’re often bombarded with online messaging, personalize hand
written mail can help you stand out to consumers.
Receiving
one or two referrals from these notes could cover your marketing costs while closely
connecting you with new clients.
2. Farm
Your BOB
Whether your Data Base is based on geography or your relationships, it’s important to identify your ideal “farm.”
It is
important to establish brand identity with-in your data base and develop professional
trust based relationships.
For
someone to refer you they must know you…like you…and trust you… make them
trust you using #3 …read on.
3. Offer Useful “Items of Value”
Create
a customer for life by providing valuable insight on the local housing
market.
·
Once a month send an
informational piece to your database…something that’s valuable to them and
related to real estate and their property values.
·
Buffini and Company is a great resource for monthly IOV’s to send to
your data base Book of Business (BoB) www.buffiniandcompany.com
·
When meeting with prospective
clients, even rookie agents will be able to tell the sellers how much their
home is worth…. Plus today’s consumers have access to many online tools to
help determine their properties estimated value. It’s crucial to show them how
a true real estate professional can provide pinpoint pricing, a detailed
marketing plan and suggestions on how to get the highest price in the
shortest amount of time using knowledge gained through past experience.
·
Take it a step further and
provide your clients with a printed professional market analysis including
the most recent market activity reports for their area. Keep in mind the key
things sellers are interested in: #1 the value of their home, #2 how long
will it take to sell, and #3 what are you going to do to get it sold.. Tailor
your marketing to these 3 points and you’ll capture the seller’s attention by
providing them with the information they want to know.
|
Final Thoughts: Top-producing agents know they must have a strong branding presence in
their local market to consistently achieve results. Although the market is
constantly changing, the need for a consistent lead generation program remains
a necessity. By following these steps, you can brand yourself as the real
estate professional in your market area, giving you the opportunity to
demonstrate your skills to potential buyers and sellers.
Eddie Brown ©2015
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