Marketing vs. Prospecting - the Push & Pull of Lead Generation

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Education & Training

Several seminars in the past few weeks have discussed the various avenues of building your real estate business in today’s market. Even the most experienced agents are having a harder time closing sales and bringing home the bacon. For newer agents (like me) it seemingly could be impossible.

With this mantra floating through my mind, I’ve tried to pay attention to the speakers that maybe, just maybe will allow me a brief opportunity to peak into their crystal ball, to get a glimpse of the future. What I’ve learned can be summed up in one sentence. It’s really a shocking, advanced way of thinking and you should probably sit down before you go any further. Ready?

MEAN PEOPLE SUCK! Life is too short & the market is too tough right now to work with mean people. There really are a lot of nice people out AND you would rather be working with them anyways. Right? So – how do you find all those nice people? According to Russell Shaw of John Hall & Associates, it comes down to Marketing AND Prospecting – the Push & Pull of Lead Generation.

Creative Commons License photo credit: cwaterhouse


Marketing is the “PUSH”: When done effectively, marketing is what causes the customer to find you. Internet marketing, for instance, is today’s proactive way to reach thousands of potential clients simultaneously. Whether through blogging or a static website, your information is available 24/7. You’re “pushing” information out to build your brand, increase awareness or build community.

Prospecting is the “PULL”: It’s the agent seeking out the customer. You’re networking with various groups and handing out business cards. It’s a physical, in your face type of activity that requires effort that “pulls” the client into working with you.

 

Obviously, an equal balance of both with a measure of farming thrown in, could quite possibly be the formula for success. A correctly priced listing will always sell, but the bottom line question is – Will you be the one to sell it?

 

 

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Rainmaker
3,240,897
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Hi Calie

We have a choice what customers we work with, mean customers are also high maintenance and may not be the best  investment of our time and efforts.

Good luck and success

Lou Ludwig

Nov 22, 2008 12:07 PM #1
Rainer
18,854
Connie Wilhelm Zulu
Peak Realty Ltd., Brokerage - Saint Marys, ON

Finding the even balance of push and pull.  These sounds on the money to me.  I find most people are strong in one area then the other.  I took some marketing courses in College and have been loving coming up with new and cost effective pull type.  For example this past weekend we here in St. Marys Ontario had our Santa Clause Parade I bought Christmas Tree Balls, put a nice ribbion on them and my business card on back wished families Merry Christmas from my family to theirs --- Call me when you are ready to buy or sell.

Gave out 200 and less then a week later received my first call to show someone homes.  Have not sold it yet but at least it is a solid lead.

 

 

Nov 22, 2008 12:09 PM #2
Rainer
56,346
Calie Waterhouse
Chandler, AZ
Community Builder

Lou - You're right.  The investment of our time, soul, spirit, attitude is immense when we work with less-than-pleasant-people.  As a people-pleaser myself, it was a difficult lesson for me to learn - that I can indeed say "no" and turn away business - AND it's o.k.

Connie - What a great idea!  I hope it brings nice people to your door and successfully closed transactions!

Nov 22, 2008 12:21 PM #3
Rainer
258,229
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Being new in this market and surviving will surely earn you your stripes when the dust settles.  You'll be telling the "young whipper-snappers" about the market of '08.

Push, pull or drag them in kicking and screaming.  Whatever it takes to get the business done.

Good luck with your new profession.

Nov 22, 2008 12:43 PM #4
Rainer
56,346
Calie Waterhouse
Chandler, AZ
Community Builder

Mike - I love your philosphy ...actually would make a great post!  "Push, pull or drag them" - could easily be done.  Thanks for stopping by!

Nov 22, 2008 01:04 PM #5
Rainmaker
120,342
AMBER NOBLE GARLAND - Top Real Estate Expert, Property Tax Appeal Specialist & Author
Strategic Marketing Expert & Relocation Specialist Serving New Jersey and nationwide! - Marlboro, NJ
- The Agent You Can Trust To Deliver REAL Results!

Calie great post! Mike's comment has me doubled over with laughter!

Amber

Nov 22, 2008 01:30 PM #6
Rainer
56,346
Calie Waterhouse
Chandler, AZ
Community Builder

Amber - the great thing about blogging - one way or another your personality (and humor) are going to come out.  I'm still laughing at the visual of kicking and screaming clients :)  P.S.  Great domain name!

Nov 22, 2008 01:38 PM #7
Rainmaker
1,763,066
John Novak
Keller Williams Realty The Marketplace - Las Vegas, NV
Henderson, Las Vegas and Summerlin Real Estate

You definitely can't go wrong with the advice of Russell Shaw. A balance between providing information and making live contact should provide a solid foundation on which to build a real estate business.

Nov 23, 2008 04:53 PM #8
Rainmaker
101,532
Matthew Naumann
Exit Realty Charleston Group - Goose Creek, SC
Goose Creek, SC Real Estate Agent

Calie,

Great Post.  I think posts perfectly describes how a successful real business runs.  If your business is not pulling or pushing it is going to operating inefficiently and will sound like car needing a tune up.

Thanks,

Matt Naumann

REALTOR

www.mattnaumann.com

Nov 24, 2008 12:11 AM #9
Rainer
56,346
Calie Waterhouse
Chandler, AZ
Community Builder

John - Russell is one of the coolest in the business.  I'm very fortunate that I get to brag that I'm in the same office ... certainly hoping some of his genius/success will float down the hall and hit me :)

Matt - To add to your thought - if an agent is not pushing & pulling ... probably in line to no longer be an agent?

Nov 24, 2008 01:54 AM #10
Ambassador
2,788,890
Margaret Rome, Baltimore Maryland
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

Calie, If it weren't so early in AZ, I would call you. Think there is another one to add to the Push, Pull. It is Giving and helping Seems to work really well. Would love to take with you. Let me know when you up.

My number 410-530-2400

Nov 24, 2008 11:11 PM #11
Rainer
34,142
Andrew Baumbach
Homestead Realty Inc. - Milwaukee, WI
Greater Milwaukee Real Estate

There are more nuts than the squirrels can eat. 

If you are actively prospecting everyday you will find that you will be have enough appointments to decide which people you want to work with. It also makes it much easier to turn down over priced listings and people that want you to cut your commission.

And one of the best things about it is there are really not that many agents that do it.

Mar 07, 2009 03:27 PM #12
Rainer
56,346
Calie Waterhouse
Chandler, AZ
Community Builder

Andrew - You're right - "There are more nuts than the squirrels can eat" - I guess that's what sets the leaders apart from the rest - those who put in the effort :) - Calie

Mar 08, 2009 02:08 PM #13
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Rainer
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Calie Waterhouse

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