The Quickest Way to Capture a Lead

The Quickest Way to Capture a Lead with the Least Amount of Money.

In 2001, I became a REALTOR and the only thing that mattered to me was whether or not I would make money.  I wanted to generate a lead, with little to no cost, the fastest way I possibly could.   I walked my subdivision, went to laundromats, and apartment complexes with doorknob bags   I put flyers that said, “Warning Renting is Hazardous to Your Wealth”. Whatever i could to generate a leads with the least amount of expense.  When I talk to new agents, agents that have been in the industry for many years, and those that are redefining their businesses all want the same thing.  They want to generate and convert leads into closed transactions.

On April 16th, 2016, in my Cubs T-shirt, I went “live” on Facebook and talked to my followers on the steps to home ownership.  The live event was only 2 minutes.   In that 2 minutes I talked shared on:

  1. The steps to purchasing a home
  2. If you’re a college graduate you can purchase after graduation – yes, there are rules.  Talk to a lender!
  3. How I can negotiate your down payment.
  4. If you’re paying rent you are paying a mortgage.  Just not your own mortgage.

I didn’t look my best.  However, the consumer often needs to see that we are real people.  Even if, we can’t see because of the sun, if we have chapped lips, and no makeup there is an opportunity to generate new business.

From this short live video I’ve closed 6+ deals.  In the first 24 hours one of my high school friends sent a private message on Facebook that he was already approved to purchase.  This buyer closed in June and the other 5 deals closed before the end of October.  The first days I build what are called organic leads.  Leads that come from people that are already on my Facebook Business Page.

Take advantage of Facebook ADS.  Below is a short video on using your email list to target your database.  I don’t finish the ad, however, I show how to build the custom list using your network.

 

 

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Thought Leadership! Why does It Matter in Real Estate?

In today’s online world the consumer has easy access to hundreds of real estate websites, agent websites and companies that are in the business of making money from the real estate exchange of data.  Why would I pick your website or company over the next person’s? Do you have relevant content that separates you from the competition. With so many options available to consumers, it’s imperative that agents redefine their content and dominate by becoming Real Estate Thought Leaders.

What exactly is a Thought Leader?  A Thought Leader is a person that is deemed to be an expert and go to person in their field.  A trusted authority in the industry. “It’s a truism that Thought Leaders tend to be the most successful individuals or firms in their respective fields. Furthermore, in the research literature, there’s a general consensus that being a thought leader… can make a very significant and positive difference.” (Forbes)thought-leadership-2

Many real estate agents have proven themselves to be experts in the industry.  However, with the shift in online marketing the traditional platforms are being overlooked by those that are creating relevant content that an average consumer can read or watch.   Being a Thought Leader is more than being an expert, it’s being on the cutting edge of your industry as a thinker.  Don’t discount Baby Boomers.  Boomers consume over 20 hours of content online per week during the early morning hours. Millennials and Gen Xers access online content after 8pm at 5 – 10 hours per week. (BuzzStream)

Real Estate Thought Leaders have the ability to dominate their market places.  Can we find you online? If we can find you online, what are you saying to the online community?  Are you only sharing listings and telling us you’re awesome.  As far as I am concerned, I am the best agent in the industry.  But does everyone else believe it?  It doesn’t matter what I believe.  What matters is what the consumer believes.  Make yourself relevant by building an online platform that provides industry information.

Have you ever wanted to be interviewed?  Start writing, build a YouTube channel and or a podcast. Editors will reach out to you as an industry expert.  If asked to be a guest blogger, don’t hesitate.  As a guest blogger for the National Association of REALTORS it’s forced me to write and build relevant content for their Mid-Year convention and the National Conference.  I’ve been called upon to answer industry questions on Big Data, Lead Generation and Real Estate Technology.  Let your expertise be known online.  Tell us on Facebook, Twitter, Linkedin and any social tool you are able to effectively manage.

My 2017 goal is to blog weekly. I created a 52-week blog schedule in December and so far, so good.  This is blog number 6.   Where do you begin?  Begin today, make a plan and get started.  If you are great at video start recording short videos on your expertise.  If you’re a great writer, start writing.  If you’re a great talker, consider recording your blog or using tools like Dragon or Google Docs and transcribe your blog post.

Get started today! 

  1. How often will you create content? Daily, weekly, monthly or quarterly.  Start someone where.
  2. What information can you share? Top 10 restaurants in your city, a review of the market, Steps to home ownership, Tips on how to become an investor, should I buy an REO, Short Sale or Traditional Home?
  3. What’s your expertise? Are you an expert on Horse Property, Commercial Real Estate….. Tell the online community.
  4. Tell us about your your city or the cities you work in. I love the city I live in, Why?  Because our swimming pool is a Water Park.
  5. Know when to share your content online.  Know your audience!

Building a presence and original content isn’t easy and It won’t happen over night. Remember to build original content. Persistence is the key to your future real estate success.  Those that shift their businesses to content creating can break through the online noise and earn the title, “Thought Leader”.

Customer Lifecycle Analysis in Real Estate-What Companies Are Doing This Right?

 Customer Lifecycle Analysis in Real Estate-What Companies Are Doing This Right?

Author:  Carrie Bey-Little  January 27, 2015

The Customer lifecycle in Real Estate is much different than the retail industry.  When working with Buyers and Sellers an agent will have a similar lifecycle with the potential of a new lifecycle after the home is purchased or sold.  When working with a new buyer the lifecycle is as follows:

  1. Works with a Real Estate agent to
    1. Purchase a home
    2. The agent negotiates the deal for the buyer
    3. Once a deal is agreed upon the buyer’s agent maintains a relationship with the buyer
    4. Assists with the inspector, appraiser and attorney depending on the market. (all markets don’t always work with attorneys)
  2. The Real Estate agent follows up on contingency dates and buyer updates
  3. Follows up until the home is closed (in many cases the Buyer Lifecycle Analysis ends)
  4. Good agents stay in contact with the buyer to retain that customer and ask for new client leads from that buyer.

The seller lifecycle is slightly different and is as follows:

  1. Works with a Real Estate Agent to:
    1. Determine Value of their home
    2. Prepare the home for the real estate market place
  2. The Real Estate Agent Markets the home using multiple platforms
  3. Once an offer is received the agent assists in negotiations to procure a contract
  4. The Real Estate Agent assists with inspections, meeting appraisers, scheduling village inspections, purchasing transfer stamps and other pre-closing items.
  5. The agent often attends the closing
  6. Post-closing the agent might follow up with the seller
  7. Good agents stay in contact with past clients

The KPI’s for a real estate agent include:

  • The number of actual listings and active buyers. These numbers should indicate how well your marketing campaigns or referrals are working for you.
  • Actual Cost per lead – When generating a lead what is it actually costing to gain a lead?
  • Customer Lifetime Value – What’s the value of retaining a real estate client?  Are you past clients helping you generate leads?
  • Appointment to conversation. How many appointments lead to new buyers and sellers?  Agents can track this information in a good Client Relationship Management tool.
  • Email Marketing– Are your email marketing campaigns effective? Is your Sphere of Influence opening the emails? What is your click thru rate (CTR)
  • Social Media Marketing – Are you actively using social media in your digital marketing? Facebook, Twitter, Linked in, Pinterest and Instagram to name a few.   Are you generating leads from this tools and do you have a social presence.  Check out Klout.com to learn if you have a social presence and track your social media leads in your CRM
  • Website – In addition to Social Media and Email Marketing your website is the top way potential buyers and sellers learn more about you and your market. Are you redirecting potential client to the site? Are your past clients visiting your site to check out the market and your listings?  Does your website enter new signup into your CRM.  Make sure you understand your top searched pages and use the site to redirect clients to your interactive social sites.

If your leads aren’t increasing then consider re-defining your audience.   Business that provide Client Relationship Management tools to assist their agents with the ability to track their customers have figured out that cultivating the buyer and seller relationship after the sale build a strong referral business.  If you need a CRM tool check with your Multiple Listing Service first.  You may already have the ability to sort, track and determine where your leads are coming from inside your MLS.

When it applies to lead generation companies like Keeping Current Matters and Brian Buffini have a good grasp on KPI’s, Lead Generation and the Customer Lifecycle.   Building a business on referrals is one of the best ways to build a business.  Every real estate agent has the opportunity to build a successful business by tracking what works and what doesn’t work.  If you know your KPI’s you’ll understand where to make adjustments.