Proven Lead Generation Techniques That Will Fill Your Pipeline
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Real estate is a great business that offers many rewards — both personally and professionally. You get to be your own boss, there’s flexibility, the financial rewards can be significant, and you get the satisfaction of helping people with one of the biggest decisions they will ever make.
For real estate agents who want to succeed in this business, lead-generation should be their priority.
As Brian Buffini, the founder and chairman of Buffini & Company said, “Lead-generation — by a factor of five — is the most important activity in any real estate practice.”
“You don’t get paid for the hour. You get paid for the value you bring to the hour,” he added, quoting Jim Rohn, the legendary entrepreneur and motivational speaker.
That might mean delegating some of your tasks to others, such as administrative or marketing. Doing so will free up more of your time to do what you do best — connecting with your clients.
The First Step to Lead Generation — Creating a Database
Before you start contacting people, you need to know who to contact. You can purchase leads online or start calling lists of people you don’t know. Or you can reach out to those you know, like and trust and conversely who feel the same about you.
Take some quiet time to sit and list out every single person you know. Strive to get at least 100 names. This might include:
- Family
- Friends
- Neighbors
- Past colleagues
- Fellow members of social groups, places of worship, volunteer groups etc.
- People you do business with
“Your database is the heart of your business. It’s everything,” Brian said. “This is where you’re going to get your referrals from. This is where you build your relationships. This is where your future is.
Qualify The Names in Your Database
Next, think about your relationship with these people. It’s helpful to use a customer relationship management (CRM) system to input client information which then lets you rank them by importance.
Use these criteria:
- A+: Represents clients who have sent multiple referrals and are your best repeat customers.
- A: Represents past clients or individuals who occasionally refer business your way.
- B: Represents people who would refer you if asked and shown how.
- C: Represents new contacts or individuals who might refer you at some point.
- O: Represents online leads or contacts where a relationship isn’t yet established, ideally, they should be moved to a C or D ranking.
- D: Represents contacts to be deleted from your database because they are unlikely to refer business or are already working with another agent
TIP: Seek out a system like Buffini’s Referral Maker® CRM which also lets you rank clients and prospects by importance and contact preferences. That way you will not be in danger of letting an important contact slip through the cracks. You’ll also stay top-of-mind for them should they or someone they know need your services.
After you’ve qualified your database, send a letter to your A+, A, B and C contacts via “snail” mail to let them know you’re in the real estate business and plan to work primarily by referral.
You’ll want to set the expectation that you’ll be keeping in contact by sending them valuable information on a regular basis and give them the gentlest of reminders…
“Oh, by the way…I’m never too busy for any of your referrals”
And follow up your introductory letter with a short, friendly phone call as well, in case they didn’t get the letter.
Nurturing Your Database
Buffini’s Working by Referral system uses three core concepts to nurture relationships:
- Contact
- Reaching clients through traditional mailings (in Buffini parlance, “Items of Value”), emails and phone calls.
We all ingest content through different methods. Traditional mail that is professionally designed and has interesting relevant information is a great way to stand out in a sea of easily disposed junk mail. Your clients should want to find the mailing so interesting they will keep it or pass it on to others.
The emails are short expansions or complements to the mailer topics.
Many agents don’t enjoy making phone calls, but again, when you come from a place of service (instead of asking) it is much easier to make them. Whether you reach the person or leave a voicemail, a friendly message will go a long way toward developing a warm relationship:
- Care
- Using personal notes, Pop-Bys (small gifts you drop off) and videos
Personal notes also help you stand out from the rest because, like the IOVs, they are a nice item for clients to find in their mailbox. Brian notes that writing personal notes was one of the most effective ways for him to build his own successful real estate business.
“Your personal note might be the only positive word that a person gets all week,” he said.
Pop-Bys are small gifts that you drop off to your most important clients to show you are thinking of them and are grateful for their business and their referrals.
And videos are a fun way to reach your clients with a personalized message too. It need not be long, but is an impactful way to share congrats, offer industry updates or any other info you think your clients would be interested in:
- Community
- Connecting by “breaking bread”, client parties and social media.
“Breaking bread” means simply getting together with your client or business associate for a cup of coffee or a quick meal. It’s a nice way to share what’s going on with each other and to see if there’s a way to provide a service.
“Breaking bread together changes everything,” Brian adds. People still have an innate need and desire for person-to-person connection.”
Client parties are for those clients who are your highest-ranked. Inviting them to a get-together shows your appreciation for not only their business but their referrals as well.
And social media is a great way to reach your clients with quick, relevant stats, listing info, or even a fun side of your personality.
When these strategies are done consistently, they create a “layering effect”, keeping your top of mind.
The Mayor Campaign
Many times, agents are hesitant to ask for potential business. But if you don’t ask, you may be missing out on great opportunities.
The Mayor Campaign is an easy way to do so.
Ask those you come in contact with:
Oh, by the way…If you were buying or selling a home, or had a friend or family member who
was, am I the person you’d refer them to?
If they say “No”:
Let them know…It’s great they have someone they trust to work with, and if that ever changes, you’ll always be here to help.
If they say “Yes”:
Thank them and make sure you have their most up-to-date information. Let them know you’ll be keeping in touch and are happy to take excellent care of anyone they refer to you.
Creating a Strong Business Database
Just as you have your personal relationships, you also have business relationships. Input those names and contact info into a separate database. Qualify them using the same criteria that you used for your personal database. Keep in touch with these professionals to let them know you are happy to take great care of their clients, just as they do.
Consider teaming up with another associated professional for a client event. You’ll be able to share expenses and meet new leads.
The Power of Networking
Networking is an excellent way to reach potential new clients. There are a variety of professional networking opportunities including local chambers of commerce, economic development corporations, BNI, LeTip, and Toastmaster International, to name just a few.
Many communities are desperate for qualified volunteers to serve on their boards and committees. Not only will you be helping out, adding your talents and knowledge where needed, you’ll be seen as a trusted expert in your field.
Learn More About Working by Referral
Nearly a quarter of real estate professionals are not certain they will stay in the business more than two years, according to the National Association of REALTORS®. Yet a potential 4 – 5 million homes are projected to be sold in the next five years.
Committing to working by referral will set you up to take advantage of the opportunities ahead — get more qualified leads, close more deals, make more money and have more time off. It’s a proven, repeatable system that works. It has done so for thousands of clients and it can do the same for you!
Contact us for a free 30-minute Business Consultation call. We’ll help you: Get clear on your vision, uncover what’s holding you back and see what’s working for others just like you.
If it feels like the right fit, you’ll have the opportunity to partner with a full-time, Buffini & Company Certified Coach who will help you grow and scale in alignment with your strengths — so your business not only succeeds but helps you achieve the life of your dreams.
