What are the formulas for success in our industry? Will the diligent implementation of these formulas and systems predict survival (even success) over the next 12 months?
For the past 6-12 months or so, we (as real estate professionals) have focused vast efforts and time on blog building, search engine optimization techniques and social networking. Our efforts to connect are the results of both a soft real estate market and the strong technology platforms available to us. Most of us here on Active Rain, have gained enormous amounts of information and, as important, have built professional relationships with those we come to admire here.
However, to quote from a video clip from one of Brad Andersohn's recent posts, SHIFT HAPPENS...and it is happening right now. In fact, I have been commissioned to make this shift happen for my most prominent realtor partner.
THE SHIFT? Real estate professionals who will likely survive in our industry have begun to re-focus vast efforts and time on building, systematizing and executing their lead management systems. Ignored leads, unanswered requests, uncaptured site and blog visitors has almost become the norm and those who are willing to devote some energy to tighten up their systems and use their new-found blogging and tech knowledge will prove successful in the next 12 months.
THE STRATEGY? Build your pipeline. With so much to do, learn and deal with, it's often hard to take a first step. The first step that I've taken and recommend: Visit the admin end of your real estate website and search for all leads whose requests for information have been either ignored or the follow up processes have been neglected. HONOR the requests for information first. IMPLEMENT your automated follow up drip campaigns (if you have them (if not, build them)) for those who have been neglected. I took these actions less than one week ago and already there are a handful of prospective clients that have been brought to the surface.
Build your blog. The most difficult aspect of lead management systems is the cultivation of the lead over a relatively long period of time. But now, thanks to our Active Rain blog and outside blogs, we can keep our prospects engaged until the time they are ready to do business with us. That gives us an advantage in our formula for success.
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