Art & Science of Lead Generation . . . $99 for the all-day seminar Click here to register $45 for the materials if you can not attend
Imagine you are approaching an intersection while driving your car on a cold morning. You can see the sun reflecting a patch of black ice. You easily bring your car to a safe stop, waiting patiently for the traffic signal to change. The light changes to green and you now have two choices: slowly accelerate or mash on the gas pedal.
So it is with lead generation. Your past experience tells you to start slowly and to carefully monitor your results.
Lead generation activities are available in a large number of variations and costs. Which is the best strategy of a novice agent? Which is most applicable to an experienced agent?
I have observed agents always seek lead generation ideas. Without leads a company, or you, can not survive. That is an undeniable truth of the real estate industry.
My experience indicates you must divide you lead generation activities as follows:
The way you attract customers who you have not met is significantly different than the way you maintain your relationship with past clients. And you must understand the critical differences between branded and unbranded lead generation.
Branded vs. Unbranded
Most agents are quite familiar with branded advertising. Branded ads are those which include the agent’s name, telephone number, website address, and picture. The action point of a most branded advertising is the agent.
Unbranded advertising, on the other hand, is about a compelling offer. An unbranded ad offers something of value to the customer. Its focus is about offering information without the scary prospect of having to talk with what many customers fear: a pushy, obnoxious salesperson.
Effective Branded Lead Generation
The next important concept all agents must understand is what makes a branded ad effective. Now, I know you are important and so does your Mom. But the customer’s focus is on themselves. Like any consumer (even you!), your customer wants to know what valuable piece of information they will receive by engaging in a conversation with you.
Therefore, your branded advertising must be about furthering their real estate goals. And it must do so in a non-threatening way.
Branded Lead Generation Campaigns
In “The Art & Science of Lead Generation” I will describe specific branded ads and campaigns which have a proven track record. I will present ad layouts, text, ad copy, and follow-up scripts for:
· Compelling Postcards
· Call Capture Tools
· Real estate magazine Ads
· Personalized Newspapers
· School Calendars
· Moving Trucks
· Blogging
· FSBO & Expired Campaigns
· Database Segmentation
· Items of Value to Past Clients
· Sales Generation Events
· Client Appreciation Parties
I will divide each of these types of lead generation programs into their respective brand and unbranded categories.
Unbranded Lead Generation Campaigns
In addition, I will also describe specific unbranded ads and campaigns which have a proven track record. I will present the layouts, text, ad copy, and follow-up scripts for “Stealthy” Postcards, “Stealthy” Newspaper Ads and Blogging.
You will learn how to compose a ‘stealth’ ad and website that provides potential leads with useful and compelling information. That significant distinction, useful and compelling, is critical to motivating a skeptical consumer into a happy client.
Importantly, I will give you successful scripts to transition yourself from a “stealth” agent to a fully disclosed agent without losing the customer.
Summary
During the all day session “The Art & Science of Lead Generation” you will receive actual ad layouts and the successful closing scripts to convert your leads into your happy clients. And you will receive analytical tools to evaluate the cost effectiveness of the lead generation campaigns you choose to implement.
Learn how to fashion lead generation campaigns which work in your geographic area and recognize the shifting markets we are all experiencing. Pattern your success after that of successful agent!
Click here to register