Lead
Generation
3 ASPECTS OF LEAD PROCESSING:-
1. LEAD
GENERATION
2. LEAD
MANAGEMENT
3. LEAD
SERVICING
LEAD GENERATION:-
What is our
business?
I.
Lead
generation is the most important aspect of real estate business.
II.
The whole
cycle starts once you get a lead
III.
All successful
brokers have one thing in common: an efficient and effective lead generation
system
Importance
of lead generation
I.
Keeps your
business going
II.
Cyclical
nature of our business
III.
Momentum
IV.
Brand
awareness
V.
Education to
all
VI.
Shoes your
ompetence in market
VII.
Reflects
your character/ company profile
Types of
Leads:
I.
Buyer
II.
Seller
III.
Tenant
IV.
Investor
V.
Landlords
whom to
target?
I.
There are
about 50 real estate agents every buyer kanows.
II.
No one would
come to help a seller though!
III.
Buyers are
fickle while sellers are desperate
IV.
An exclusive
mandate with a seller has proven to be the most revenue strategy ever for a
realtor.
Lead life
cycle:
I.
When are the
customers approaching you?
II.
Is it too
late in the decision making step that you cannot add value to customer?
III.
Get the
customers before they decide all parameters of their buying/ selling decision
Lead by
referral:
I.
One day I
was sitting with a successful broker of his market and his phone rang.
II.
A customer
had called who had dealt with him 5 years ago with a new requirement
III.
How will
your phone ring with such call?
IV.
The biggest
source of a mature broker is referral lead.
V.
For a buyer
first person to come in mind as a realtor to do the business with.
VI.
Then you
will get a stable supply of referral leads
VII.
The simplest
way to generate referral lead:
A.
Do good work
VIII.
If you work
in organized manner and give client satisfaction, they are bound torefer you.
IX.
Do we need
to get in to business relationship to get referral business?
A.
It may
statrt with your relative or lead servicing
X.
Use Brian
Buffini’s training to get training on “working by referral”
XI.
The time
tested tools of referral generation are
A.
Pop By
B.
Personal
Notes
C.
Item Of
Value
Match the
market
1.
A one page
flyer will not sell a 1 crore apartment
2.
If you are
targeting a high end customer then you have to present appropriate material.
Techniques
·
Contacts:
ü Friends
ü Sphere of
influence
ü Previous work
place- EX-Co-workers
ü Your child’s
friends, school, tuition teacher
·
Internet Portals
ü Your own
listing can be put on Magicbricks,99acres etc
ü Other agent’s
listing to market
·
Simple Tip: print your website everywhere!
·
Online advertisement
ü Google adword
ü Facebook
ü Internet portals
·
Your own 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
ü Classifieds
ü Display
·
This is by far the most costliest mode of lead generation and cash
positive as it is belived to be.
·
Biggest mistake: buying a package with a media company, usually it
proves costly
·
Participation in Exhibitions like property shows etc.
ü Property shows
are now getting focused on class or assets/ geographical area
ü Other exhibitions
are not getting good results
Targeted
Leads
·
Educating customers with:
ü Buyer guider-
Seller Guider
ü Holding seminars
ü Speaking at
gatherings
ü Legal update
ü Regular emailing/
blogging/ updating Facebook
·
Networking
ü In seminars
related to investment / properties
ü With people
you meet everyday
ü 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
·
Just listed, Just Sold postcards
·
Database: Business Cards
·
Yellow Pages (now available on telephone)
·
Radio Advertisement
·
Tv advertisement like bus stop, hoarding etc.
·
No parking boards
·
Hpardings sponsorship of other shop keepers
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