What’s a lead (in real estate)⁉️ Simple definition: a person w/ some measure of intent to buy, sell, or lease real estate who’s given you (the agent) permission to contact them about it.
In•Tent: resolved or determined to do (something); intention or purpose. Every lead has it!—some a bunch, some a little.
For instance, someone enters a search on Google: “𝙷𝚘𝚖𝚎𝚜 𝚏𝚘𝚛 𝚜𝚊𝚕𝚎 𝚗𝚎𝚊𝚛𝚋𝚢.” Immediately, your PPC ad ranks at the top of the results page, they click the link, the page loads, and then it forces a registration in order to continue. Congrats, you just captured a lead 🎊
But here’s the challenge with that: they’re looking for homes, not agents. You have a lead who, presumably, wants to view properties for sale. However, based on the available intelle, whether or not they’re planning to involve an agent (you, in particular) is presently unclear. So… get ready to deploy your followup and lead-nurture campaigns because the “game of chase” has begun.
Now, I’m not saying that “game” isn’t worth playing. This is, after all, sales. Nevertheless, is there an alternative (or supplement) to it? In my opinion: YES.
Starting now and going forward, begin to integrate marketing channels that position you as the agent-of-choice, the knowledge-broker, the hyperlocal expert, or whatever descriptive term you fancy. For example:
Commence “operation love ❤️ on your database” to garner repeat and referral business. Your DATABASE is probably your best source of business and it warrants your attention.
Go all in on Google My Business: reviews, photos, optimizations, and more!
**Just Google-Search “Jason Pantana Google My Business” and you’ll find a bunch of extra videos and blogs on that topic**Build-up your SEO: blogs, YouTube videos, etc. Prospective customers will find your value-add content and reach out proactively.
Setup Google Local Services Ads! The phone just rings ☎️
Make stellar social content and drive conversations to your DMs.
Start (or redouble) Geographic-Farming: mailers, signage, events, etc.
Bottom line (IMO): Lead Attraction is greater than Lead Capture.