Q: How can I generate residential buyer and seller leads? I’ve started a new company, so people don’t know the name — it takes repetition and time to become established and trusted.
A:
- Brand Yourself as a Specialist
Richard recommends she start branding herself as “Orlando’s new home specialist.”
- Serve Buyers’ Information Needs
Tell buyers what they don’t already know — builder quality, upcoming sales events and what builders have in the pipeline, builder’s specific upgrades, special financing, community close-out specials — things that only someone in the know, you, will be able to deliver.
- Build Rapport with Builders
Call builders and offer to promote their communities on your Web site if they’ll give you elevations, floor plans, prices and so forth. There’ll be residual leads the builder doesn’t care about. And when resales come on-line down the road, you can make the [listing] presentation and say, ‘Oh, yes, here are my records. I know how this was marketed years ago — I know the most about your property.’
- Develop a Trophy Database
You’ll need a contact manager [software]. Top Producer is one [program] in popular use in the industry, and also ACT! or Agent Office.
- Turn Owners into Sellers and Buyers
The way to generate listings is to treat homeowners as a buyer first because homeowners tend to search for a home to buy before they sell a property. And every lead you generate is a buyer who also has a home to sell, which will mean you’ll get two commissions from that one transaction.
- Advertise in the “Search Channel”
Here’s a marketing principle that will sharpen your budget: Advertise in the ‘search channel’ — where people are searching for what you can provide. Advertise small and frequently in local media where local buyers are looking and the builders are advertising.
Meet the Expert:
Dan Gooder Richard is an author, motivational speaker and authority in real estate marketing and lead management. He is the founder and president of Gooder Group, which publishes six monthly real estate newsletters, a wide selection of print and online marketing tools and his book “Real Estate Rainmaker® Guide to Online Marketing.” Visit his Web site at http://www.goodergroup.com.
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Ask the Expert
Q: I need a more effective recruiting system and a way to get the word out to associates whose work backgrounds include the willingness to work hard, learn the business and put in 40- to 60-hour weeks to get going. How can I find these go-getters?
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