LEAD GENERATION

What is our business?

• Lead generation is the most important aspect of real estate business

• The whole cycle starts once you get a lead

• All successful brokers have one thing in common: an efficient and effective lead generation system

Importance of Lead Generation

• Keeps your business going• Cyclical nature of our business• Momentum• Brand awareness• Education to all• Shows your competence in market• Reflects your character/ company profile

Type of leads:

• Buyer • Seller • Tenant • Investor• Landlords

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Whom to target?

• There are about 50 real estate agents every buyer knows.

• No one would come to help a seller though!• Buyers are fickle while sellers are desperate • An exclusive mandate with a seller has proven

to be the most revenue generating strategy ever for a realtor.

Lead life cycle:

• When are the customers approaching you? • Is it too late in the decision making step that

you cannot add value to customer? • Get the customers before they decide all

parameters of their buying / selling decision

Lead by referral:

• One day I was sitting with a successful broker of his market and his phone rang.

• A customer had called who had dealt with him 5 years ago with a new requirement

• How will your phone ring with such calls?

Lead by referral:

• The biggest source of a mature broker is referral lead.

• For a buyer first person to come in mind as a realtor usually gets his lead.

• You need to get in to a lot of minds as THE realtor to do business with.

• Then you will get a stable supply of referral leads

Lead by referral:

• The simplest way to generate referral leads:– Do good work

• If you work in organized manner and give client satisfaction, they are bound to refer you.

• Do we need to get in to business relationship to get referral business?– It may start with your relative or lead servicing

Lead by referral:

• Use Brian Buffini’s training to get training on “working by referral”

• The time tested tools of referral generation are:– Pop By– Personal Notes– Items Of Value

Match the market

• A one page flyer will not sell a 1 crore apartment

• If you are targeting a high end customer then you have to present appropriate material.

Marketing presentation for Mr. Patel

Techniques:

“There is no wrong way to generate a lead”

Tom Ferry

Types of lead generation

• Contacts :– Friends– Sphere of influence– Previous Work place – Ex-Co-workers– Your child’s friends , school, tuition teacher

• Internet Portals– Our www.remax.in portal – Your own listings can be put on Magicbricks,

99acres etc. – Other Agent’s listing to market

• Simple tip: print your website everywhere!

• Online advertisement – Google Ad words – Facebook – Internet portals

• Your own Website and listing on website• Social Media: Facebook / Twitter through your

own network and profile updates• Refer to another training on this subject: “Role

of Technology in Real Estate” for further details.

• Advertisements in print media– Classifieds – Display

• This is by far the most costliest mode of lead generation and not cash positive as it is believed to be.

• Biggest mistake: buying a package with a media company, usually it proves costly

• Participation in Exhibitions like property shows etc.– Property shows are now getting focussed on class

or assets / geographical area – Other exhibitions are not getting good results

Targeted Leads:

• Educating customers with :– Buyer Guide- Seller Guide– holding seminars– speaking at gatherings.– Legal updates – Regular emailing / blogging / updating Facebook

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• Networking – In Seminars related to investment / properties– With people you meet every day– Wedding / parties / social gatherings

• The idea is not just to give visiting cards, but to collect them !

• Walk-ins to segment of people for e.g., a run down building or doctors

• Cold Calls• Banners to sell properties (yard signs)• Just listed, Just Sold postcards

• Database: Business Cards• Yellow Pages (now available on telephone)• Radio Advertisement• TV advertisement on regional channels • Outdoor advertisement like bus stop, hoarding

etc. • “No Parking” boards • Hoarding sponsorship of other shop keepers

What to advertise?

• Buy sell rent? • Fish with a hook or fish with a net?• Be creative than the competition • Amul butter

• Importance of media-offer-content :– 20% is on what you write in the content – 40% is on the media you choose – 40% is on the offer you make

• To have best results : “Make a catchy content for an irresistible offer and use the media which the target segment uses”

Agents - Lead Generation Systems

• Emerging Agents use 1-3 lead generation system to generate clients.

• Mid-level producers use 4-6 lead generation systems to generate clients.

• Mega agents use 10 or more lead generation systems to generate clients.

Lead generation strategy:

• The best strategy is the one which gives you the fastest results and highest profit.

• Todays lead generation strategy may not work tomorrow.

Lead generation strategy:

• Things to consider while forming a lead generation strategy:– Your budget – Your target segment – The competition’s strategy – Your competency – Waiting capacity to get $ in your pocket

Myths :

1. “I got less phone calls, but over all branding I will get eventually”

2. “I got a lot of phone calls, so obviously my advt work. But closures didn’t happen due to market conditions”

3. “My customers are happy when I advertise their property”

Myths :

1. Majority of leads from one of my sources are junk.

2. Low cost lead generation, means low results. 3. Older leads are useless 4. Quality doesn’t matter only quantity does 5. I don’t need to follow up on leads, they will

call again if they are interested

Myths :

1. Whenever business is slow I will spend time in lead generation activities.

2. Lead generation is one time effort, then I don’t need to do it.

3. Lead generation is only important, lead management is diversion

Time for lead generation:

• Research has proven that top producing agents work more than 54.5 hours a week.

• However most broker complain that they want to work but don’t have any work !

• When you don’t have any work, it’s a good time to focus on lead generation activities.

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Time for lead generation:

• Make a list of tasks for every day of the week:– Mon: personal notes / Paper advt for FSBO– Tue: Do pop by/ send just listed post card– Wed: list online / call past clients – Thu: release Print advt / do social media – Fri: Add to database/ schedule open house– Sat: check expired listing (online / print) /

geographical farming / property viewing

Past Client/Centre of influence builder

1 What are the names of the members of your family?2 What are the names of your spouce's family?3 What are the names of your "extended" family?4 What is the name of your best friend?5 What is the name of your spouse's best friend?6 What are the names of very close friends?7 What are the names of your spouce's very close friends?8 What are the names of your children's friends parents?9 What are your children's teachers' names?10 What are your children's coaches' names?11 What are your children's school principals' names?12 What are your children's dentists' names?13 What are your children's doctors' names?14 Who sell your children's clothes?15 Who cuts your hair?16 Who does your dry cleaning?17 Who does your manicures, pedicures, facials?18 Who services your car?19 Who sold your current car?20 Who have you purchased cars from the past?

21 Who do you know at your temple/mosque/church place of worship?22 Who do you see in the provision store you most often go?23 Who is your pharmacist?24 Who are your doctors?25 Who are your spouse's doctors?26 Who owes you money?27 What is the name of your favorite clerk at the bank?28 Who do you borrow money from at the bank?29 Who is your stock broker?30 Who is your financial planner?31 Who prepares your taxes?32 Who does your accounting?33 Who owns your favorite restaurant?34 Who do you know on a first name basis at your country club?35 Who do you talk to in your health club?36 Who do you play tennis with?37 Who do you attend your children's sporting events with?38 Who do you go to the movies with?39 Who do you go to plays, theaters, galleries or museums with?40 Who is your lawyer?

41 Who would you call if you had an air-conditioning problem?42 Who is your pest control person?43 Who would you call if you had an electrical problem?44 Who built your house?45 Who is your landlord?46 What is the name of the insurance agent who insured your home?47 What is the name of the insurance agent who sold you life insurance?48 What is the name of the insurance agent who holds your health insurance?49 What is the name of the insurance agent who handles your car insurance?50 Who do you buy your clothes from?51 Who is your tailor/ seamstress / dressmaker?52 Who do you buy make-up / cosmetics from?53 Who did you buy your computer from?54 Who fixes your computer?55 Who fixes other small appliances?56 Who is your travel agent?57 Who is your printer?58 Who did you receive holiday card from last year?59 Who did you send holiday cards to last year?60 Who is your car mechanic?

61 Who did you buy furniture from?62 Who repairs or upholsters your furniture?63 Who do you buy office supplies from?64 Who do you see at your office building?65 Who do you know in law enforcement?66 Who do you in politics?67 Who have you done business with in the past?68 Who do you know at service organization meetings?( Lions club, Rotary, etc.)69 Who do you know from a social organization you are a member of?70 Who do you know from trade or industry groups that you belong to?71 Who do you buy carpet, drapes, and appliances from?72 Who are your old high school classmates who are still around?73 Who are your old coaches that still around?74 Who are your old teachers that are still around?75 Who are your old school principals that are still around?

76Who are your ols college fratenity/ sorority/ brothers/ sisters who are still around?

77 Who are your old college buddies that are still around?78 Who did you invite to your wedding?79 Who are your neighbors?80 Who is your jeweler?

81 Who repairs your jewelry?82 Who is your photographer?83 Where do you get your pictures developed?84 Who do you know in your home owners' association?85 What are the names of your co-workers from your previous jobs?86 What are the names of your previous neighbors?87 Who do you know from the day care centre?88 What are the names of your spouse's past neighbors?89 What are the names of you parent's best friends?90 What are the names of your spouce's co-workers?91 Who do you buy advertising from?92 Who are the suppliers and vendors who come to your work place?93 Who is currently trying to sell you something?94 Who married you?95 Who handles your communications equipment?96 Who would lend you Rs. 10000 with a phone call?

These questions are designed to jog your memory!

Thank you for your time