If you get purchase leads chances are you might be able to designate desired location and maybe type (buyer or seller), but chances are most of the leads are going to be of the generic variety.
And the buyer that signs up saying they want to live in Area A may very well switch to Area X a good 30 miles and half the price point away.
So in short, you might gather that I'm not a huge fan of generic leads, especially generic leads you have to open up your wallet to get.
When we worked for a big box brokerage, we got our fair share of generic leads. Some we could convert to clients, some we couldn't. And maybe it's just my personal observation, but it seemed like over time the quality of those leads slipped significantly. More and more fake names, emails and phone numbers and fewer and fewer people that REALLY wanted an agent's help.
Part of what I like about blogging is you determine the type of people that find you. While blogging can amplify your visibility in the general "agent in X location" category and help with "agent near me" responses, there's an opportunity to really refine exactly who is reaching out to you.
You can define your target market and provide content that matches that market segment.
You want first time buyers? Information about grant programs, down payment assistance, what to expect in the home buying process are bread and butter topics.
Want the other end of the buyer spectrum? Low maintenance living community information, 55+ communities, reverse mortgage info, etc. can be a key to attracting last home buyers.
You pick the segment, there's content that can be matched up with that segment IF that's a segment you want to work.
While you might still get some generic leads, chances are the more focused content you provide, the more cherry picking you can do.
The home buyers and sellers that are interested in your information will find you.
And the rest will find an agent that covers the market segments you don't want to work.
It's a win-win.
Blog to the market you want. You just might find you'll require less effort to get results vs. trying to be all things to all people.
Until next Tuesday, just Ask An Ambassador if you need help,
Bill & Liz aka BLiz
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