Real estate lead generation an agent's guide to success


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Real estate lead generation an agent's guide to success

  1. 1. ==== ====Need More Traffic? Need More Sales? Go Here ==> ====Lead generation is one of the hottest topics in the real estate industry, and with good reason.Leads are the first step in the business relationship. So without them, you have no business.But real estate lead generation is also one of the most confusing topics for new real estate agents(and even some of the veterans). In fact, ever since Ive been involved with real estate marketing,one of the most frequent questions I get is: "How do I generate real estate leads?"Rethinking Lead GenerationMy goal with this article is to change the way you think about lead generation. Back in the "olddays," purchasing real estate leads was a popular strategy. And while a lot of agents still use thisapproach to real estate lead generation, it is by far NOT the most effective way to go about it.Think about it for a moment. When you purchase real estate leads, you are basically buying thenames and phone numbers of people who (A) dont know you, (B) havent asked to be contactedby you, and (C) could very well have an agent by the time you contact them.In other words, you will be cold-calling strangers, in an age when cold calls are dying out. This isnot the best way to approach real estate lead generation. When I listed a home on the MLS a fewyears back, I was annoyed at the number of real estate folks who contacted me each day. "Do youhave an agent? Need help selling your home? Can I come over and give you a CMA?" It struckme as both desperate and annoying. There is a better approach to real estate lead generation!Make People Want to Contact YouOne of the best things you can do to generate real estate leads is to make people actually want tocontact you. Think about the difference in mindset here. In the previous scenario of cold calling,you are contacting strangers who dont know anything about you. And because we live in an ageof skepticism, they will have a level of distrust right from the start.But instead of contacting strangers to introduce yourself, what if they contacted you andintroduced themselves? For one thing, they would be much more inclined to listen to what youhave to say. They would be more trusting and receptive as well. In other words, you would have amuch easier time building a business relationship with them. Now thats the way to go about realestate lead generation!How to Generate a ResponseSure, having people call or email you is the ideal scenario for lead generation. But how do you go
  2. 2. about it? How do you motivate people to initiate that critical first contact? Well, there are severalthings you need to do. Heres a summary:1. Be VisibleObviously, people cannot contact you if they dont know you exist. This is where your businessvisibility comes into play. Online visibility is a big part of this, which is why search engineoptimization is such a hot topic among real estate agents. The more visible you are online, themore likely people will be to find you.You can also increase your business visibility by publishing articles in your local newspaper,publishing articles and press releases online, being active in your community, conducting freeseminars, and other aspects of PR. Visibility and awareness are the first steps to generating realestate leads.2. Be ValuableThe agents who are most successful with real estate lead generation are those who understandthe concept of "perceived value." When a person perceives something as being valuable, theynaturally want that thing. In real estate terms, this perceived value comes from many elements:A real estate agent with unique knowledge of a certain niche ... or one who offers access to thebest listings ... or one who has a proven (and illustrated) track record of client success ... or onewho streamlines the process by networking with mortgage folks ...These are all ways a real estate agent can increase his or her perceived value, which is the valueyour audience perceives you to have.You can also create an item with a high perceived value, and you can in turn use this perception ofvalue to generate leads. Lets examine the concept of "free reports" as an example. Many agentsuse this approach to real estate lead generation, but they botch the strategy because the report inquestion does not have a high enough perceived value -- not by a long shot.A report entitled "Top Ten Home-Buying Tips" does not have a strong perceived value andtherefore will not generate many leads. Why? Because (A) it is generic, (B) it does not identifyclosely enough with the target audience, and (C) its information that you can find anywhere. It isnot exclusive "must read" information. It will not motivate the average reader.So how do you increase the value of such a report? Easy. You make it a "must read" document.Instead of basic home buying tips, why not boost the value and put people under pressure to readthe piece? Why not promote something like this: "Which Happytown Schools Are the Best?Exclusive Report Tells All."This kind of document would have a much better chance of motivating people and generatingleads. It would be easy to tie into real estate, too, so most of your leads would be qualified ones.But this is just something I came up with off the top of my head. You could create an even better"hot button" report with a little imagination and knowledge about your community.
  3. 3. To take this approach even further, you can add a visual element. Have a graphic designer createan eye-catching cover for your report, along with some thumbnail-sized versions to put on yourwebsite.3. Be TrustworthyPeople dont trust strangers. We talked about that already. So if you cold call people as a stranger,you already face an uphill climb in terms of real estate lead generation. The key, then, is to inspiretrust among your target audience. This will help you overcome the natural skepticism people haveand make them more likely to contact you.How do you generate trust? Testimonials help, especially when you use the former clients fullname, photo, and neighborhood. A long track record helps too, as do professional certificationsand sales awards (just be sure to tie these back to the success and satisfaction of your formerclients).You can also generate trust by sharing your expertise with people. A real estate blog is a greatexample of this. If you publish a real estate blog over a long period of time, and people find thatblog online (through search engines or otherwise), they will feel as if they already know you a little.If you publish quality content, people will realize that (A) you know your market, (B) you are activein that market, and (C) you obviously like to help people. Suddenly, youre not such a stranger ...youre a perfect candidate to be their real estate agent.Lead Generation SuccessBeing visible, valuable and trustworthy will make your real estate lead generation efforts pay off inthe long run. Is all this effort worthwhile? Well, let me ask you this. What would it be worth if younever had to call or email a stranger again? Thats a goal worth striving for, isnt it? Thats the kindof thing that can happen when you change the way you think about lead generation.* You may republish this article online if you retain the authors byline and the active hyperlinksbelow. Copyright 2007, Brandon Cornett.Learn MoreBrandon Cornett is a real estate marketing specialist and owner of Formore tips on real estate lead generation, visit the authors website athttp://www.armingyourfarming.comArticle Source:
  4. 4. ==== ====Need More Traffic? Need More Sales? Go Here ==> ====