Tags |
|
|
Links |
|
|
Article Check - Real Estate Lead Generation - An Agent's Guide to Success
Profit margins seem to be main focus of executives and small business owners.Everyone from the CEO of General Motors to your average eBay seller is focused on it.But think fo what a profit margin actually represents. It’s not an indication of how much money you are actually making, it’s only a figure that tells what the profit portion is as a percentage of the total sale.In other words a $10 profit on a $100 sale means that your profit margin is 10%.Now let me ask you this, let’s assume your average profit margin is 100%. That type of profit margin would make any business owner envious. But what if the total sale was only $2? Your actual profit would only be $1, even though you are working a high profit margin.I am sure you realize how many products you would have to sell to make any serious money.But what if your profit margin was only 5% on a $100,000 sale?Your actual profit w
You can also create an item with a high perceived value, and you can in turn use this perception of value to generate leads. Let's examine the concept of "free reports" as an example. Many agents use this approach to real estate lead generation, but they botch the strategy because the report in question does not have a high enough perceived value -- not by a long shot.
A report entitled "Top Ten Home-Buying Tips" does not have a strong perceived value and therefore will not generate many leads. Why? Because (A) it is generic, (B) it does not identify closely enough with the target audience, and (C) it's information that you can find anywhere. It is not exclusive "must read" information. It will not motivate the average reader.
So how do you increase the value of such a report? Easy. You make it a "must read" document. Instead of basic home buying tips, why not boost the value and put people under pressure to read the piece? Why not promote something like this: "Which Happytown
If you have been thinking about sourcing products from overseas and selling them through the shops or the Internet, then look no further than turning to wholesale suppliers from China. Doing business with Chinese wholesale suppliers has many benefits and advantages both for small and large traders. Not only you will enjoy high quality products at reduced prices, but the higher margins will lift your profits higher, enabling you to lead your niche market.Such a tremendous growth in manufacturing and production in China has been heavily influenced by the rapid development of major industrial centres and cities, such as Beijing and Shanghai. Many traders believe that to make a quick dollar all you have to do is go to China and find the manufacturers of a well-known designer brands, asking them to produce an extra run for you. While this may be a good approach, you have to be very careful of which suppliers you are dealing wit
But real estate lead generation is also one of the most confusing topics for new real estate agents (and even some of the veterans). In fact, ever since I've been involved with real estate marketing, one of the most frequent questions I get is: "How do I generate real estate leads?"
Rethinking Lead Generation
My goal with this article is to change the way you think about lead generation. Back in the "old days," purchasing real estate leads was a popular strategy. And while a lot of agents still use this approach to real estate lead generation, it is by far NOT the most effective way to go about it.
Think about it for a moment. When you purchase real estate leads, you are basically buying the names and phone numbers of people who (A) don't know you, (B) haven't asked to be contacted by you, and (C) could very well have an agent by the time you contact them.
In other words, you will be cold-calling strangers, in an age when cold calls are dying out. This is not the best way to approach real estate lead generation. When I listed a home on the MLS a few years back, I was annoyed at the number of real estate folks who contacted me each day. "Do you have an agent? Need help selling your home? Can I come over and give you a CMA?" It struck me as both desperate and annoying. There is a better approach to real estate lead generation!
Make People Want to Contact You
One of the best things you can do to generate real estate leads is to make people actually want to contact you. Think about the difference in mindset here. In the previous scenario of cold calling, you are contacting strangers who don't know anything about you. And because we live in an age of skepticism, they will have a level of distrust right from the start.
But instead of contacting strangers to introduce yourself, what if they contacted you and introduced themselves? For one thing, they would be much more inclined to listen to what you have to say. They would be more trusting and receptive as well. In other words, you would have a much easier time building a business relationship with them. Now that's the way to go about real estate lead generation!
How to Generate a Response
Sure, having people call or email you is the ideal scenario for lead generation. But how do you go about it? How do you motivate people to initiate that critical first contact? Well, there are several things you need to do. Here's a summary:
1. Be Visible
Obviously, people cannot contact you if they don't know you exist. This is where your business visibility comes into play. Online visibility is a big part of this, which is why search engine optimization is such a hot topic among real estate agents. The more visible you are online, the more likely people will be to find you.
You can also increase your business visibility by publishing articles in your local newspaper, publishing articles and press releases online, being active in your community, conducting free seminars, and other aspects of PR. Visibility and awareness are the first steps to generating real estate leads.
2. Be Valuable
The agents who are most successful with real estate lead generation are those who understand the concept of "perceived value." When a person perceives something as being valuable, they naturally want that thing. In real estate terms, this perceived value comes from many elements:
A real estate agent with unique knowledge of a certain niche ... or one who offers access to the best listings ... or one who has a proven (and illustrated) track record of client success ... or one who streamlines the process by networking with mortgage folks ...
These are all ways a real estate agent can increase his or her perceived value, which is the value your audience perceives you to have.
You can also create an item with a high perceived value, and you can in turn use this perception of value to generate leads. Let's examine the concept of "free reports" as an example. Many agents use this approach to real estate lead generation, but they botch the strategy because the report in question does not have a high enough perceived value -- not by a long shot.
A report entitled "Top Ten Home-Buying Tips" does not have a strong perceived value and therefore will not generate many leads. Why? Because (A) it is generic, (B) it does not identify closely enough with the target audience, and (C) it's information that you can find anywhere. It is not exclusive "must read" information. It will not motivate the average reader.
So how do you increase the value of such a report? Easy. You make it a "must read" document. Instead of basic home buying tips, why not boost the value and put people under pressure to read the piece? Why not promote something like this: "Which Happytown S
Information brokering is fast becoming a great way to make money. All you need to be in business is a computer, Internet connection and the right knowledge for finding and researching all sorts of topics.For the most part, information brokers can find a lucrative niche in the information marketing industry. Believe it or not, there is an entire business industry that specializes in finding, packaging and marketing information. It’s a sub-set of direct marketing. Information marketers primarily sell books, newsletters, reports, audio tapes and CD’s, videos and DVD’s and seminars on just about every topic under the sun.Just about every business you can think of can sell information products. Now, with the advent of the Internet, a lot of that information is offered in digital format. But it still comes down to the same thing. Consumers are very much interested in accurate, authoritative and instructional information p
In other words, you will be cold-calling strangers, in an age when cold calls are dying out. This is not the best way to approach real estate lead generation. When I listed a home on the MLS a few years back, I was annoyed at the number of real estate folks who contacted me each day. "Do you have an agent? Need help selling your home? Can I come over and give you a CMA?" It struck me as both desperate and annoying. There is a better approach to real estate lead generation!
Make People Want to Contact You
One of the best things you can do to generate real estate leads is to make people actually want to contact you. Think about the difference in mindset here. In the previous scenario of cold calling, you are contacting strangers who don't know anything about you. And because we live in an age of skepticism, they will have a level of distrust right from the start.
But instead of contacting strangers to introduce yourself, what if they contacted you and introduced themselves? For one thing, they would be much more inclined to listen to what you have to say. They would be more trusting and receptive as well. In other words, you would have a much easier time building a business relationship with them. Now that's the way to go about real estate lead generation!
How to Generate a Response
Sure, having people call or email you is the ideal scenario for lead generation. But how do you go about it? How do you motivate people to initiate that critical first contact? Well, there are several things you need to do. Here's a summary:
1. Be Visible
Obviously, people cannot contact you if they don't know you exist. This is where your business visibility comes into play. Online visibility is a big part of this, which is why search engine optimization is such a hot topic among real estate agents. The more visible you are online, the more likely people will be to find you.
You can also increase your business visibility by publishing articles in your local newspaper, publishing articles and press releases online, being active in your community, conducting free seminars, and other aspects of PR. Visibility and awareness are the first steps to generating real estate leads.
2. Be Valuable
The agents who are most successful with real estate lead generation are those who understand the concept of "perceived value." When a person perceives something as being valuable, they naturally want that thing. In real estate terms, this perceived value comes from many elements:
A real estate agent with unique knowledge of a certain niche ... or one who offers access to the best listings ... or one who has a proven (and illustrated) track record of client success ... or one who streamlines the process by networking with mortgage folks ...
These are all ways a real estate agent can increase his or her perceived value, which is the value your audience perceives you to have.
You can also create an item with a high perceived value, and you can in turn use this perception of value to generate leads. Let's examine the concept of "free reports" as an example. Many agents use this approach to real estate lead generation, but they botch the strategy because the report in question does not have a high enough perceived value -- not by a long shot.
A report entitled "Top Ten Home-Buying Tips" does not have a strong perceived value and therefore will not generate many leads. Why? Because (A) it is generic, (B) it does not identify closely enough with the target audience, and (C) it's information that you can find anywhere. It is not exclusive "must read" information. It will not motivate the average reader.
So how do you increase the value of such a report? Easy. You make it a "must read" document. Instead of basic home buying tips, why not boost the value and put people under pressure to read the piece? Why not promote something like this: "Which Happytown
A lawyer's profession is to conduct lawsuits for clients, dispense advice regarding prosecution or defense of lawsuits, legal rights, and obligations in other matters. They are also referred to as comprehending attorneys, counselors, solicitors, barristers, sergeants, and advocates. The rates charged by the lawyers depend on the type of case they take up such as personal injury, accidents, medical malpractices etc.Since each state determines and establishes laws specific to their jurisdiction, people should look for lawyers belonging to specific jurisdiction. Hiring a legal service or a lawyer to represent you can be an expensive deal, hence it is advisable to ask relevant questions to potential attorneys regarding their fees and billing practices. A lawyer's willingness to discuss fee structure can establish the grounds for a positive professional association, which can be beneficial in the long term, as some court cases
How to Generate a Response
Sure, having people call or email you is the ideal scenario for lead generation. But how do you go about it? How do you motivate people to initiate that critical first contact? Well, there are several things you need to do. Here's a summary:
1. Be Visible
Obviously, people cannot contact you if they don't know you exist. This is where your business visibility comes into play. Online visibility is a big part of this, which is why search engine optimization is such a hot topic among real estate agents. The more visible you are online, the more likely people will be to find you.
You can also increase your business visibility by publishing articles in your local newspaper, publishing articles and press releases online, being active in your community, conducting free seminars, and other aspects of PR. Visibility and awareness are the first steps to generating real estate leads.
2. Be Valuable
The agents who are most successful with real estate lead generation are those who understand the concept of "perceived value." When a person perceives something as being valuable, they naturally want that thing. In real estate terms, this perceived value comes from many elements:
A real estate agent with unique knowledge of a certain niche ... or one who offers access to the best listings ... or one who has a proven (and illustrated) track record of client success ... or one who streamlines the process by networking with mortgage folks ...
These are all ways a real estate agent can increase his or her perceived value, which is the value your audience perceives you to have.
You can also create an item with a high perceived value, and you can in turn use this perception of value to generate leads. Let's examine the concept of "free reports" as an example. Many agents use this approach to real estate lead generation, but they botch the strategy because the report in question does not have a high enough perceived value -- not by a long shot.
A report entitled "Top Ten Home-Buying Tips" does not have a strong perceived value and therefore will not generate many leads. Why? Because (A) it is generic, (B) it does not identify closely enough with the target audience, and (C) it's information that you can find anywhere. It is not exclusive "must read" information. It will not motivate the average reader.
So how do you increase the value of such a report? Easy. You make it a "must read" document. Instead of basic home buying tips, why not boost the value and put people under pressure to read the piece? Why not promote something like this: "Which Happytown
If you have seen me speak you will know that I believe the word ‘entrepreneur’ is used way too much these days. People seem to wear it as a badge instead of just getting out there and doing entrepreneurial things. Just because you run or own a successful business doesn’t necessarily mean that you an entrepreneur.Entrepreneurs have a different mindset to others. They will go way above and beyond to complete and finish something that they have started.I have developed what I call the 5 senses of an entrepreneur which will highlight those differences.We all have 5 which are sight, taste, smell, hearing and touch. The entrepreneur also has those 5 senses but to them they mean something totally different. The 5 senses relay messages to your brain which makes you operate in a certain way. This is the same for the entrepreneurial sense. The entrepreneurial senses direct an entrepreneur to operate and succeed in a c
2. Be Valuable
The agents who are most successful with real estate lead generation are those who understand the concept of "perceived value." When a person perceives something as being valuable, they naturally want that thing. In real estate terms, this perceived value comes from many elements:
A real estate agent with unique knowledge of a certain niche ... or one who offers access to the best listings ... or one who has a proven (and illustrated) track record of client success ... or one who streamlines the process by networking with mortgage folks ...
These are all ways a real estate agent can increase his or her perceived value, which is the value your audience perceives you to have.
You can also create an item with a high perceived value, and you can in turn use this perception of value to generate leads. Let's examine the concept of "free reports" as an example. Many agents use this approach to real estate lead generation, but they botch the strategy because the report in question does not have a high enough perceived value -- not by a long shot.
A report entitled "Top Ten Home-Buying Tips" does not have a strong perceived value and therefore will not generate many leads. Why? Because (A) it is generic, (B) it does not identify closely enough with the target audience, and (C) it's information that you can find anywhere. It is not exclusive "must read" information. It will not motivate the average reader.
So how do you increase the value of such a report? Easy. You make it a "must read" document. Instead of basic home buying tips, why not boost the value and put people under pressure to read the piece? Why not promote something like this: "Which Happytown
Anyone running their own business is always (or should always be) looking for ways to improve how they run their business. You should be open to new ideas and processes. Refining your business is healthy. Looking at new ideas is good. Thinking outside the box is great!There's a limit to this however and you've reached that limit when you start chasing rainbows. Rainbows? Yes this means that you've become so distracted from your own business and your own ideas by the thoughts, ideas and proposals of others that you're no longer focusing on your business. When you reach this point it's time to stop. Physically and mentally stop and look at what you're doing. Are you really benefiting from that book you're reading? Is that teleseminar of any actual value or is it just another pitch fest for something you don't need? Is that business breakfast of any value or are you just going there to be seen? You need to be brutally honest
You can also create an item with a high perceived value, and you can in turn use this perception of value to generate leads. Let's examine the concept of "free reports" as an example. Many agents use this approach to real estate lead generation, but they botch the strategy because the report in question does not have a high enough perceived value -- not by a long shot.
A report entitled "Top Ten Home-Buying Tips" does not have a strong perceived value and therefore will not generate many leads. Why? Because (A) it is generic, (B) it does not identify closely enough with the target audience, and (C) it's information that you can find anywhere. It is not exclusive "must read" information. It will not motivate the average reader.
So how do you increase the value of such a report? Easy. You make it a "must read" document. Instead of basic home buying tips, why not boost the value and put people under pressure to read the piece? Why not promote something like this: "Which Happytown Schools Are the Best? Exclusive Report Tells All."
This kind of document would have a much better chance of motivating people and generating leads. It would be easy to tie into real estate, too, so most of your leads would be qualified ones. But this is just something I came up with off the top of my head. You could create an even better "hot button" report with a little imagination and knowledge about your community.
To take this approach even further, you can add a visual element. Have a graphic designer create an eye-catching cover for your report, along with some thumbnail-sized versions to put on your website.
3. Be Trustworthy
People don't trust strangers. We talked about that already. So if you cold call people as a stranger, you already face an uphill climb in terms of real estate lead generation. The key, then, is to inspire trust among your target audience. This will help you overcome the natural skepticism people have and make them more likely to contact you.
How do you generate trust? Testimonials help, especially when you use the former client's full name, photo, and neighborhood. A long track record helps too, as do professional certifications and sales awards (just be sure to tie these back to the success and satisfaction of your former clients).
You can also generate trust by sharing your expertise with people. A real estate blog is a great example of this. If you publish a real estate blog over a long period of time, and people find that blog online (through search engines or otherwise), they will feel as if they already know you a little. If you publish quality content, people will realize that (A) you know your market, (B) you are active in that market, and (C) you obviously like to help people. Suddenly, you're not such a stranger ... you're a perfect candidate to be their real estate agent.
Lead Generation Success
Being visible, valuable and trustworthy will make your real estate lead generation efforts pay off in the long run. Is all this effort worthwhile? Well, let me ask you this. What would it be worth if you never had to call or email a stranger again? That's a goal worth striving for, isn't it? That's the kind of thing that can happen when you change the way you think about lead generation.
* You may republish this article online if you retain the author's byline and the active hyperlinks below. Copyright 2007, Brandon Cornett.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.caseupon.com/article/131602/caseupon-Real-Estate-Lead-Generation--An-Agents-Guide-to-Success.html">Real Estate Lead Generation - An Agent's Guide to Success</a>
BB link (for phorums):
[url=http://www.caseupon.com/article/131602/caseupon-Real-Estate-Lead-Generation--An-Agents-Guide-to-Success.html]Real Estate Lead Generation - An Agent's Guide to Success[/url]
Related Articles:
Proven Affiliate Marketing Strategies - 5 Marketing Ideas to Drive Quality Traffic & Boost Profits
3 Steps To The Art Of Masterful Ebook Writing
Bookmark it:
|