Capturing Real Estate Leads
by Michael Kokkonen
If there is one thing everyone in real estate can agree on, it’s that everyone would love more leads and more deals. However, there are a number of people promising you they can deliver more leads and more deals and they can’t fulfill their promise. What if I told you there was a way that would guarantee you would be able to get more deals and it wouldn’t cost you anything? Sound too good to be true? Well, it is true, and there are certain things that successful agents are doing that can be copied by anyone (by the way this is true not only in real estate but in any industry).
In order to understand what needs to be done, you need to make a shift in how you think about lead generation and conversion. I promise you—if you can open your mind to new possibilities, you can literally create a plan to generate as many leads as you want and meet any income goal you want.
The first concept that you have to understand is the fact that there is no magic bullet for generating a huge number of clients in a short period of time. There is no magic ad, no website, no platform, no system that is going to get prospects who are ready to list their home or get into the car and look at properties today. If there were, everyone would be doing it. If you think that is bad news, read on because this actually represents a huge opportunity for people to take advantage of shifts in the marketplace that have already occurred.
If you can accept the fact that there is no magic bullet for producing clients ready to work with you today, then you are ready for the second concept which is the fact that there is a huge pool of leads that can be found and cultivated into clients, it just takes a bit of time.
You have to understand the buying behavior of your prospects (whether they are buyers or sellers, they are buyers because they are buying you). When someone starts to look around online at properties and looking for an agent, by default this means they don’t have someone they are already working with. If they had someone they wanted to work with, they would call that agent, and they wouldn’t search online in the first place.
The problem most agents make is they focus all their efforts on finding people who are ready to buy or sell today. However, research shows that 98–99 percent of people searching online for information are not ready to buy today. If you gear all your marketing efforts to people ready to look at homes or list their property right away, you are ignoring 98–99 percent of the potential buyers and sellers out there.
The solution is to understand that when that 98–99 percent of people are looking for information online, you want to cater to what they want so that they will choose to work with you when the time is right. This means giving them the information they are looking for and sending them additional information that will be helpful to them in reaching their goals. The idea behind this is twofold: You want to put your name and brand in front of them as many times as possible, and you want to position yourself as an expert in the market in their eyes. By doing this, when they are ready to list their home or start looking at properties, they have two choices: 1. They can work with the expert (you) in their mind who knows the market; or 2. They can find a complete stranger they don’t know and hope they will represent them well. Which would you choose?
Agents tell me they already do this, and that they have drip campaigns through systems like Top Producer, and that their results are marginal at best. The problem with those systems is the content being sent is generally generic (market updates being the most common example), and is not suited to what the prospect wants and does not promote the agent as an expert in the right way. What these agents need is not only a system that will have the right content to get the prospect excited about working with you, but the messages need to be delivered at the right time to each prospect and need to be tailored to each individual prospect based on where the prospect is in their decision-making process.
Building out this type of system is nearly impossible without a high paid consultant and an expensive system that is custom built, needs a high price consultant to monitor the system, and costs thousands of dollars each month. The good news is there is an option to solve for all of these issues that will generate more leads, increase conversions, make you more money, and free up your time. The solution is Infusionsoft, so reach out to us if you would like to learn more.
Michael Kokkonen has had an active real estate license since 2006. In that time, he has worked with traditional home buyers and sellers but specialized in working with investors and hedge funds who rehab single family homes and multi-family properties. He has been a sales consultant with Infusionsoft the last 2-plus years, specializing in educating those in the real estate business on how to maximize their ROI on their marketing efforts.
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