Lead With Perception

Let’s get one thing straight right out of the gate: the real estate industry does not have a lead generation problem. The industry has a lead conversion problem! You can generate leads all day, delivering hundreds of paid and unpaid leads to your inbox, but we know from statistical studies that the effort required to convert those leads into sales is just not happening.

So, instead of posting on Facebook groups about how much we hate Zillow, let’s raise the professionalism of the conversation and talk about how we, the agents, can not only make a difference, but also make some more money.

  1. Speed to Lead – We live in a world of Uber, Amazon Now, and instant gratification. Your lead expects to click a button on a website and speak to an agent. If you want that agent to be you, you have less than TWO minutes to respond. So, first and foremost, answer your phone. Yes, I know it’s probably Zillow trying to sell you leads, but it might be the difference in a few extra transactions. If you can’t talk, set up a text autoresponder either on your phone or through your CRM if it has that functionality.
  2. Sticktoitiveness - Statistics show that most sales are made somewhere between the 8th and 12th contact, but that most salespeople don’t try to make a contact more than three times. And, for the record, the number of agents following up three times might as well not even exist. The result is that there are a lot of frustrated agents saying that their leads are worthless and a lot of frustrated leads wondering why they can’t get a call from an agent. The solution to this problem comes from your CRM. Set up a very simple follow-up action plan using multiple platforms. Starting with email, a message a day for 10 days offering something of value. Mix in some calls and texts and your chances of getting a prospect on the phone go up exponentially. But even if you can’t get in touch with them don’t stop because…
  3. The Fallacy of the Immediate – one of the common misbeliefs of lead generation is that just because someone clicks on a button requesting more information on a property, it does not mean that they are looking to make a buying decision right this second. After your initial contact action plan, put that lead on a regular follow-up plan for the next 18-24 months. As the saying goes, follow up until the buy or tell you to die!

None of this is rocket science. Utilize the K.I.S.S. Principle and don’t try to overthink it. Once you’ve got it set up and running, it just takes the discipline to follow through on the plan. Do that and you’ll become a leader amongst leads, and by virtue of that, a leader in your market.

By Chance Brown


Chance is the Broker/Owner of Realty ONE Group Lone Star in Houston, TX.  He was recently named Realtor of the Year by the Houston Association of Realtors, the 2nd largest local Realtor association in the US.  He is a graduate of the Texas Realtors Leadership Program, a recipient of the NRG “20 Under 40 Rising Stars in Real Estate” award, Fort Bend County Business Journal’s 20 Under 40 Executives, and has earned the At Home With Diversity, Accredited Buyer’s Representative, Certified Real Estate Brokerage Manager, Certified Residential Specialist, e-Pro, Green, Seller Representative Specialist, and Short Sale and Foreclosure Resource designations. Chance is honored to have received the Omega Tau Rho Award for service to the real estate industry.  In 2017, Chance was named Realtor of the Year for the Houston Association of Realtors. His brokerage has been named the #1 Best Place to Work in Houston for two straight years by the Houston Business Journal and has landed in the top five in the Houston Chronicle’s Top Workplace awards. Chance is a Coach with Workman Success Systems. Contact him at Chance@WorkmanSuccessSystems.com.

Special Thanks:            http://remag.rismedia.com/i/958872-apr-2018/84? 



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