A successful real estate agent is adept at generating leads. Within the real estate industry, a lead is information on a possible buyer or seller. Let’s start out with this single truth: A real estate lead is the name and contact information for someone who is potentially a future client. Of course, it is more efficient to target individuals already considering purchasing or listing property, as opposed to the general public. In addition, if the lead is a person the potential client knows and trusts, then the real estate agent has an advantage over other agents when contacting the lead. All leads that have a legitimate way to contact them are viable. Every. Single. One. Even the ones that are only an email address. Even the ones that say “no”.
Here are 10 ways that can generate tons of leads:
1) Join service organizations and clubs, and let your fellow members know you are practicing real estate. Become involved in the organization, and show your fellow members that you are active in the community, trustworthy, dependable, and knowledgeable in real estate.
2) Establish relationships with attorneys, paralegals, lenders, bankers, insurance agents and other professionals with clients, who may be looking to buy or sell property. Establishing just one solid relationship with an estate attorney has the potential for generating countless leads.
3) Start a real estate blog or website and offer to send visitors to the site free information in exchange for completing a questionnaire, which you will use to generate leads.
4) Go after For Sale By Owner (FSBO) Listings. 90% of sellers who attempt to sell their own property aren’t able to complete the transaction. This is typically due to some combination of inexperience, limited resources, poor marketing and overpricing.
5) Contact sellers with expired listings. Who do listings expire? Much like we discussed with FSBO properties, it’s typically because the expired listing is overpriced or is not being marketed well. Once again, you have the opportunity to step in and save the day. You’ll need to rely on your MLS to pull a list of expired listings. Reach out to the seller to let them know that you can help them with their stalled listing. Come up with a game plan on how you will generate exposure for the listing. If the plan is good and pricing is in line with expectations, you may well find yourself representing the seller moving forward!
6) Search for leads on Facebook. Facebook has done a lot to improve their search functionality – especially in building out the detail with which you can search for people, places, and things from your profile page. Did you know that you’re able to look keywords and locations in the search box at the top of your Facebook profile? Give it a try! If you type in your city along with a few keywords associated with selling a home – things like packing, house hunting, or moving, recently married, recently engaged. You may very well find individuals in your extended network who could qualify as seller leads.
7) Pass out your photo business card during out-of-town real estate conventions or classes. Make contact with fellow agents in other communities and let them know you pay for referrals from other agents. If you make an impression, and establish yourself as an authority in your community, they may refer you to their clients who are shopping your area.
8) Send out “just listed” or “just sold” postcards to neighborhoods where you just sold or listed property. Contact your local title and escrow company, as they may be willing to supply you with mailing labels or addresses for specific neighborhoods. Let the people know you are doing business in their neighborhood, as they may also require your services.
9) Leverage you buyers. To generate solid referrals, strike while the iron is hot! After you hand over the keys, show your buyers you appreciate them and provide great follow-up to help solicit referrals. Offer our buyers a small congratulatory closing gift – and be creative! Include a small stack of your business cards and ask your buyers to share them with anyone who may be in need of an agent. Since closing is a hectic time, follow up with your buyers in a week to thank them again – and remind them that you’d love any referrals.
10) Send regular mailings to past clients, either monthly or quarterly, with valuable information, such as real estate tips and news, or an occasional marketing calendar or gift. This will remind them you are still in business and entice them to refer you to a friend or to call you, if they need your professional services.
Honestly, the number one mistake real estate agents make is this idea that if a lead isn’t really right now, it’s a dead-end lead. And they make the mistake of giving up on that lead. Your lead generation time and efforts should also include lead nurturing. The thing is, when you are nurturing leads, you are also, in a top secret way, lead generating. Think about it. You are nurturing a lead. They aren’t ready. Their friends are. They recommend you. When you believe the truth that no lead is a bad lead, truly believe, you’ll not only change your thinking, but you’ll also change your efforts and focus. When you start spending time nurturing, your business will start to explode.