If you’ve been in the real estate game for more than five minutes, you’ve probably realized that leads are everything. Without clients to pester, you’re just a really expensive home tour guide, right? Kevin Ward and I have a bit of a passionate love-hate relationship, but I have to agree that he nailed it when he discussed the four most important tools for lead generation in real estate. So, let’s unpack this, shall we?
1. You: Your Attractive Character
Now, I’m not talking about your ability to do the Macarena or how well you can sing “Don’t Stop Believin’” at karaoke. I’m talking about the real deal here—your attractive character. Think of it as your personal brand, the way you show up in the world, and how you make people feel. Does it feel like this type of character would be a hit on The Bachelor? If the answer is yes, you’re on the right track.
How to Apply
Be honest, be relatable, and most importantly, be confident! But don’t mistake confidence for arrogance. Nobody likes the guy at the bar who won’t shut up about his golf game. Develop a personal brand that reflects your true self, and you’ll attract clients who appreciate the real you.
Tips
- Self-care is not just a buzzword. Grooming and dressing well communicate to others that you take your work seriously and value your clients’ time and money.
- Confidence isn’t just for cats on the internet. It’s the key to a solid personal brand. If you’re not confident in yourself, why would anyone else be?
Example
Imagine walking into a networking event in a three-piece suit, no tie, and looking like you just stepped out of a GQ cover shoot. Now imagine walking in wearing jeans, a T-shirt, and a slightly wrinkled blazer that says, “I just got back from walking my dog.” Which one of these people would you trust to sell your house for top dollar? Exactly.
2. An Audacious Promise
Let’s get this straight. In a market where every agent promises “top dollar in seven days or less,” you’ve got to bring something a bit more… audacious to the table.
How to Apply
Be the agent who doesn’t just promise results but guarantees them. Whether it’s a “home sold in 30 days” or an “exclusive listing with video walkthroughs,” make sure your promise stands out.
Tips
- Use guarantees that showcase your value. “30-day home sale guarantee” is a classic, but you can get creative. How about a “72-hour sale guarantee” if you’re feeling really bold?
- Make sure your promises are backed by realistic strategies. The last thing you want is to sell a false bill of goods and then spend your weekends listening to angry clients yell at you.
Example
If you’re in a buyer’s market, you can’t go wrong with an “inventory guarantee.” Promise your clients that you’ll show them 10 homes per week until they find the one they want. The urgency and commitment here are compelling and leave the buyers thinking, “Wow, this agent is really invested in my success.”
3. An Awesome A-Team (Word-of-Mouth Marketing Team)
Your A-Team should be good at making the marketing message spread like Nutella on warm toast. This team consists of friends, family, past clients, and even strangers who can help your business reach new heights. They’re the ones who refer their friends, family, and even casual acquaintances to you. It’s like having a bunch of tiny marketers out there spreading the good word about you while you’re busy showing properties.
How to Apply
First, create a list of everyone you know, even the guy who always cuts his grass on Thursdays at noon. Then, engage with them. Send an email update, a handwritten note, or even a simple text. Make sure they know you appreciate them and are thankful for any referrals they may provide.
Tips
- Keep in touch with your past clients. Send them updates on the market, holiday greetings, or just a friendly check-in. You never know when they might need your services again or refer someone they know.
- Offer something extra to your A-Team. It could be a small percentage of the commission for every referral that leads to a closed deal or a simple dinner at the local steakhouse. Keep them interested.
Example
If you just sold a house to a family who was over the moon with your services, don’t be shy! Ask them for a testimonial on social media and a referral. Something along the lines of, “Thank you for your amazing service. We felt so supported through the process. You made this life-changing event a dream. If we ever need a realtor again, we know who to call. If you need to buy or sell a home in Ohio, make sure to reach out to X!”
4. An Awesome Track Record
In the world of real estate, stats matter. Your track record is the cold, hard proof that you can do what you say you can do. If you’ve got a solid history of sales, great client satisfaction, and market knowledge, you’re in the sweet spot.
How to Apply
Keep a record of all the homes you’ve sold and testimonials from your satisfied clients. Make this easily accessible on your website or in your listing presentations.
Tips
- Highlight your strengths. If you specialize in a particular neighborhood or type of property, make sure that shines through in your marketing materials.
- Stay connected with past clients. They’re your best advocates and can help build your credibility.
Example
If you’re a rookie agent and feel like you have nothing to showcase, think outside the box. Talk about the years you spent managing an apartment complex and how you were able to get those unit leases signed month over month.
Now that we’ve covered these four lead generation tools, go out there and start applying them. Who knows? Maybe the next big thing in real estate will start with you.
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