We hope you enjoy the recording! (RECAP BELOW)
Agents often experience peaks and valleys throughout each year in real estate, one month you're working with multiple clients and looking forward to those commission checks and on another month you're searching frantically for your next client to put food in the table. Agents always want a full pipeline, constantly working with clients and getting to closing, the problem is most agents fail to have systems in place to ensure that happens. With that in mind, ActiveRain University held a webinar on Tuesday, May 10, 2016 entitled, Generate Leads Now, Avoid a Sales Dip, to help everyone struggling to keep their pipeline full.
ActiveRain's Community Evangelist, Bob Stewart hosted Kristen Taylor who has over 11 years of real estate experience from her humble beginning with her own real estate team in Modesto, CA back in 2005. Throughout the years Kristen has played a number of roles, including agent, speaker and more importantly, trainer of anywhere from single agents to mega teams on how to put systems in place for their business. Kristen was kind enough to spend an hour of her time to share how to systematize lead generation to ensure that you can focus on other parts of your business without having to suffer through an empty pipeline.
Kristen began with the quote from Jeb Blount's book, Fanatical Prospecting, "The brutal fact is the number one reason for failure in sales is an empty pipeline and the root cause of an empty pipeline is the failure to consistently prospect." Bob and Kristen continued on to drill down the philosophy of lead generation, the 30-Day Rule and accepting the fact that not every deal will close. When you fail to search for new clients you stop growing, you start living on a deal to deal basis, which leads to desperation on each deal. When you only have a set number of deals, you become desperate and you use too much time and energy to ensure the deals go through, and you start to have commission breath! On the other hand, when you have a full pipeline you can learn to cut bait and simply let that deal go and work on other clients.
Kristen and Bob went on to discuss the concept of a "close" when prospecting which is often confused with having the commission check in hand. A close in prospecting means you have moved a lead to the next level. There are 4 Prospecting Levels, unqualified lead, nurture lead, warm lead and hot lead, which is akin to a pyramid. When you acquire leads your main goal is to move them upward from an unqualified lead (little to no contact info) towards the top to a hot lead (Client who is in your sphere, knows your brand and within the selling/buying window).
So how can you get a client from one level to another? Kristen continued on to discuss the different goals at each level and how to move them from one level to another through what is know as a "touch" or actions that create familiarity between you and the prospect. Calling, emailing, social media, door knocks and postcards are just some of the many ways you can begin to develop your relationship with each prospect.
After discussing the philosophy behind prospecting Kristen moved on to what everybody was really excited about, where to get the leads! Prospects come from a variety of sources, past clients, referrals, direct marketing, advertising, cold calling, farming and so on. However, as mentioned before, these take time and take you away from handling clients and closing deals. Kristen then introduced the concept of Valuation Sites and Texting Services.
Valuation Sites and Texting Services are not exactly new technology it has been around for some time and a great number of agents and teams are already using these services. The problem lies in how they are used. As Kristen mentioned, these tools are capable of getting 300-400 sometimes, 500 leads a month just between these two tools and she goes on to discuss how exactly they use it to that effect. Open houses, sign riders, newsletter, post-cards, these tools can be integrated into your own marketing to generate even more leads due to their convenience.
Despite the webinar being scheduled for just an hour, Kristen and Bob made sure that everyone in attendance did not only know how to generate leads, but also how to approach them in the form of scripts for each and every level of the pyramid. The scripts included how to be assertive and how to position yourself at each prospect level. More improtantly, Kristen touched on how to approach a Brush Off which many an agent has phobias off when attempting to qualify a lead.
Overall, the webinar was an hour of Kristen dropping Grade A knowledge bombs on the audience, filled with "Aha!" moments and light bulbs popping on here and there. The webinar concluded with the usual Q and A and if this recap is any indication there was definitely not enough time to discuss everything. If you have any further questions about the webinar you can connect with Kristen by calling her, 360-234-3283 or shoot an email to Kristen@Brivity.com
If you want to learn more about the Valuation Sites and Texting Services discussed during the webinar and used by Ben Kinney's own team to generate 300-400 leads a month, you can schedule an appointment with Kristen to discuss: