Lead Generation used to be called "prospecting", and in my post-licensing real estate training program, prospecting was the main focus for newly minted agents. This was long before anyone invented the internet, so paying large sums of money to Zillow or Trulia or anyone else for internet leads was unheard of. It was before websites and people wanting you to pay them big bucks to make you Number One on the first page of Google. Oh! And there was no Google.
Over the years, I've put together a model that works for me. It's a lot of Old School stuff that works, and some New School stuff that works. But I'm proud to say that I've not paid a penny to Zulia or any other lead sellers. But I have paid some smart kids in Canada to create a website for me, and that was totally worth it. Here are the topics that Jeff Dowler asks us to address in his October Challenge.
I. Repeat Business and Finding New Leads:
From the time I started working in real estate, my focus has been on developing and maintaining my Center of Influence, and I was blessed with a great one. By the time I got my license in 1982, I had been working in Washington for about ten years, first at Ralph Nader's Aviation Consumer Action Project, and then in the Carter Administration at the old Civil Aeronautics Board. Most of the people I worked with were attorneys who I kept in touch with, and virtually all of my early transactions were people I'd worked with at previous jobs or people they referred to me. And I've followed that pattern throughout my career.
While I don't work that hard to keep in touch with all of my past clients, I d stay in touch with most of them. I try to make a minimum of 10 "Schmooze Calls" every week to way hello, I follow most of these people on Facebook or LinkdIn. And almost every year I throw a big party and invite them.
New leads that I work with come mostly from Open Houses. Again, learning the art of planning and executing a successful Open was something I learned early in my career. It worked then. It works now.
What about blogging and online leads? Blogging leads come from referrals from blog buddies in other parts of the country. Also, blogging has given me a huge boost when the past clients I haven't kept up with go online to find me. If they Google my name, which is pretty common, it comes up on the second or third place on Page 1. It's also helped when people I have met at Open Houses check me out.
And I use my website, housepat.com, mostly to give the buyers I work with an easy way to search for property and stay connected to me, but not really to attract strangers who might be looking for a house (or who knows what else) here in DC.
II. How Good Is That Lead?
A new lead may be willing to buy, but the important thing is making sure they are ready and able to make it to the settlement table, and they need to be ready to make the journey with me. If they are not already pre-approved by a reputable local lender, the have to pass the Alan Gross Test. If he says they're able, it's usually a go.
Are there any circumstances when I decide not to work with a client? Not many. I've been fortunate enough to attract some wonderful buyers and sellers over the years. But sometimes, it just doesn't work. And in that case, I work hard to create an amicable breakup. And I try to connect them with a colleague who will be a better match.
III. Tracking My Leads and Productivity.
OK. If you think that my lead generation is, well, retro, wait until you hear how I track everything! I use an Excel spreadsheet to keep track of my prospects. I note their names, contact information, and a log of each contact, what they own, and what they are looking for. Then, once they become clients, they get their own page. I keep a page for each client and transaction in, I am embarrassed to say, "notes" on iCloud. It's easy to access it on all of my mobile devices.
Yeah, I know there've been apps for that since forever. I tried Howard & Friends (not terrible) Top Producer (too complicated), and Smarter Agent (totally hated it). ,
For me, the system is not as important as that I use whatever that system is. ,
So 2016 has been a good year. November and December are the months for planning to create a great 2017, and I'm totally psyched about what's to come!
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