"Lead generation is what selling real estate is all about, plain and simple."
"I have three jobs: Getting a listing appointment, preparing for a listing appointment, and going on a listing appointment,"
"My primary duty is to prospect. Everything else is secondary."
These are direct quotes from real estate agents; some here on Active Rain, others from, well, other places.
That's why we have to go to real estate school and pass a proficiency test? That's why we have a license and continuing education requirements? That's why we pursue various advanced certifications and designations?
Because selling real estate is All About Lead Generation?
Okay, if you want to convince me that part of our job is procure leads FOR our buyers and sellers (that is, buyers for our listings or listings for our buyers), I'll buy that. But it's certainly not ALL we do; in fact, in some ways, putting buyers and sellers together is the easy part. Keeping them together is a whole ‘nother story. And certainly has nothing to do with Lead Generation.
My friends, generating leads is a necessary part of any small-business owner's business model. Whether you're a massage therapist, a dog-groomer, an insurance agent, a dentist, a chiropractor or a real estate agent, you need incoming customers to stay afloat. And it's up to you to figure out how to find those customers and do what it takes to lure them in.
But that doesn't mean it's your job. It's how you stay in business so you can DO YOUR JOB and make a living doing it!
Yeah, yeah, yeah, whatever, Jennifer. Who cares? What's your point?
My point is that our clients deserve better. Sorry, but they do. How would you feel if your veterinarian appeared to place a higher priority on finding new customers than on figuring out what's wrong with your beagle? What if your CPA seemed to care more about building his business than on doing your taxes correctly? Doesn't it annoy you when a service provider you hire seems more interested in getting referrals from you than in providing the service you hired him to do?
Our buyers and sellers deserve our full attention. They deserve to be our top priority. And until we give them our full attention and make them our top priorities, we'll never enjoy the professional respect we so long for. And as long our industry considers our primary duty to be lead generation, we won't deserve it.