The Listings Just Keep Coming
If you are like most REALTORS, the idea of a continual stream of listing leads is something to be dreamed about, but rarely achieved. In fact, most of us work tirelessly just to keep our sales funnel full. We waste time cold calling, we scour the net looking for candidates and we waste fortunes farming an area for potential new clients. All in the hopes of finding that one diamond in the rough that will lead to our next listing and our next sale.
This is the plight of the American REALTOR. However, it is not destiny that makes you toil, simply the lack of information and understanding on how to effectively fill the funnel. In fact, this knowledge is the single most important factor in differentiating the average real estate agent from those stellar performers who list home after home and continually dominate the market.
What differentiates those top producers that actually turn business away from the rest of us who fight and scrape to get by? The answer is more simple than you think. The answer, the solution, the primary differentiator is just communication.
The one thing that these market dominating agents do better than their colleagues is communicate. They communicate with more people, more often and in more ways than any of their competitors. In fact, if you stand back and look, they appear to be everywhere. On signs, on billboards, in neighborhoods, in the mailbox, on the phone; simply everywhere. Now you may say that this is just marketing, but in truth that is all that communication is; the ability to communicate value and make a connection even when you are not physically there.
Dominate Your Own Market
So if more and better communication is the key to dominating a real estate market, what do you need to do to improve your own market presence? The first is simply step back and develop a cohesive plan. Take a look at what you are saying in your advertising and ask the question, what value am I trying to convey? If you don’t offer value, why should anyone connect with you? Next, take a look at where and how you are communicating. Instead of looking at each avenue as a separate activity and campaign, ask the question, “how can I best touch the same person three different times this month?” An ideal campaign uses multiple different methods of communication to connect with a prospect to create a bond and a client, and this must factor into your promotion plan.
Use the following plan as an example
To give you an example of how you could effectively create a multi-touch campaign that can be used to really farm a neighborhood
Direct response:
1) Register for the RedX Real Estate listing lead service (take advantage of the 4mysales discount) for your daily list of warm leads. Use RolDex to group the leads by neighborhood.
2) While making contact with the prospects by phone, send a runner (high school kids are great for this) to place door hangers
3) If you have a listing in the target neighborhood schedule an open house. Really you are looking to place your sign out so that people can see it.
4) If you use direct mail, send out postcards to each of the prospects on your RedX lead list. In addition to your value proposition, include a special offer for a referral. I know a REALTOR that will give away an IPOD for every listing from referral. It’s expensive, but it works.
5) Host a webinar on a relevant topic for the neighborhood and use the above touches to invite prospects.
6) Include a QR (2D) barcode on all of your materials to invite prospects to connect with you online.
There are many other techniques, but the idea is simply to tie them all together into a cohesive campaign so that your face, message and business are front and center every time a neighbor looks for a REALTOR. The RedX real estate lead system is one of the best to get you started, but in order to completely fill your funnel, it needs to be part of a larger campaign.
