Here is a great post on lead generation by Michelle Gardner. Enjoy!
I have many opportunities to speak to agents and brokers on a variety of marketing, advertising, public relations and technology issues. This particular topic is one of my favorites. Have you ever heard the story of how elephants are trained to be obedient to their keepers? Have you ever wondered why they don't just run away? I mean, given their size and strength, why in the world would they stay chained to a post in the ground that they can easily yank out? The reason is that elephants are trained when they are very young and small and not yet strong enough to escape their bondage. After years of futile attempts to escape, they simply accept their fate and believe that they can never leave. So these enormous, powerful animals are enslaved to their beliefs--not the chain that binds them to the post.
Perception is a powerful thing and we have seen the results of that with the consumer many times with 'the overpriced listing'. But what many of us don't realize is that we are in bondage ourselves to our perception of many things; including sales and marketing strategies. In an environment with such volatile change and where technology has become an integral part of our business, it's time to re-evaluate everything we know from the ground up.
How many of you have paid for lead generating programs? And how much does it cost? A few hundred dollars a month? How many leads did you get? How many did you convert? So do the math on that for a minute and figure out your CPL (Cost Per Lead) and your ROI-(Return On Investment).
What if I told you that I knew of a system that would bring MULTIPLE active buyers to you IN PERSON? And it would happen in HOURS---not days, or weeks, or months. I know someone who used this system and got EIGHT new active clients in 2 hours.
What if I told you that I know someone who used this system and got TWO CONTRACTS on the same day?
If you know of any system that can beat those results (which by the way happened on the SAME day---CALL ME!!!)Do I have your attention? How much would this system be worth to you? Especially considering the CPL and ROI figures you just wrote down from your previous efforts?
What if I told you that this system is FREE and you can get started right now?
It's called: The Open House. And the two people that got the results above with just one open house each held their opens on National Open House Weekend. I could provide many more success stories, but this just happens to be one of my favorites.
The Open House is the new Elephant In The Room. I believe that after years of doing the same thing over and over again, many Realtors have been missing out on a lot of activity, interest, and sales by committing themselves to bondage with the belief 'Open Houses are a waste of time'.
But consider these statistics: 87-90% of home buyers begin their search on the internet and that same percentage will contract the first Realtor they encounter. So you are competing now on a much grander scale than ever before. Tell me how many opportunities you have to engage that consumer--and get in front of them--before they click on an activity button that goes to Realtor X instead of you?
The biggest and best chance you have of getting face to face with active buyers is The Open House (and home auctions). Buyers know that they can attend an open house without having to contract an agent and more of them are going to open houses unrepresented. In terms of listing leads, this is the ONLY place that sellers can actually 'see you in action' and by inviting the neighbors of the seller, you have an opportunity to meet with them and make a connection instead of just sending them a postcard later.