Latest / The Real Estate Agent Playbook / Lead Buying to Lead Generating: The Real Estate Revolution The Top Producers Are Keeping Secret

Transcript

Lead Buying to Lead Generating: The Real Estate Revolution The Top Producers Are Keeping Secret · The Real Estate Agent Playbook

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  We've all seen it on all the real estate Facebook groups on
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  all of the new agent trainings.
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  We've ever been to Where should I get leads?
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  Should I buy leads from dot dot dot the answer is no stop buying leads This is
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  something that has increasingly got harder and harder to build a business Certainly
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  there are people that are excellent at it But they are dedicated to that lead
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  source and if anything changes your business has gone like that So stay tuned.
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  We're going to talk about the secret that top producers
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  aren't sharing with you next.
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  What's up guys?
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  Jeremy Kane, Real Estate Agent Playbook.
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  This is one that's near and dear to my soul.
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  I have bought very few leads, especially from these massive
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  marketing platforms that are out there, trying to take your money.
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  And under the guides of, you know, building your real estate business,
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  getting off to the right start.
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  If you like what you hear, I have content like this all the time.
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  My goal is to help you win every single day at the game of real estate.
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  Please like comment on any video.
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  I love the back and forth discussion.
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  Even if you disagree with me.
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  Let's have a conversation.
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  I promise I won't bite and please subscribe to the channel if you like
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  this stuff as well as share the podcast.
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  We are on audio so you don't get in that car accident driving down the road.
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  If you like what I say, share this with, another real estate friend.
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  We're trying to grow that community as well.
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  and just be an ultimate resource for you to help you win every single
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  day at the game of real estate.
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  So let's get into this one, right?
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  Where should I buy leads?
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  Where should I get leads?
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  How do I start my business?
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  This is something that I have actually created a course around, right?
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  My whole goal is to teach all of my agents in my organization
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  how to fish for absolutely free.
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  However, I am bringing a course to the general public.
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  If you're not able to be in my organization for whatever reason, you
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  will have the availability starting in April to purchase this course, right?
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  And I'm going to teach you how to fish.
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  Versus handing you, you know, a nice platter with a cooked
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  up fish so you can take a bite.
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  Because we all know that costs money and the preparation costs a ton of money.
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  Essentially, I've equated this to, if you are an agent who is buying leads, you are
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  technically an employee of that person.
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  Whoever you're buying the leads from, whether it's Zillow, Realtor, Op City,
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  Redfin, you know, certainly you say, well, I don't have to pay for the leads.
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  I just have to pay, you know, 40 percent when I'm, when I sell.
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  Well, that's a massive difference, right?
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  You can sell two houses with that set up.
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  to one that you self generate, right?
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  And so as we kind of break this down and go through it, certainly, you
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  know, sometimes you're like, okay, I gotta be on this team, right?
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  I hate that as well.
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  Like, you don't have to be on a team.
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  You got your real estate license because you're an entrepreneur,
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  because you're a free thinker.
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  Like, let's build this, right?
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  But the longer that you are relying on that team, or you're on the Zillow drip,
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  or you're on all of those things, the longer that you're going to be Stuck in
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  the same, you know, rat race that you were before where, you know, pretty much you're
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  an employee of, of that lead source.
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  And so we want to make that not happen.
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  I know that it's possible because I have become a top producer, top 5 in the state
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  of Colorado at all of the brokerages I've ever been at, year over year.
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  And I have paid for very little leads, I have dabbled in some Facebook leads, you
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  know, whatever, but very few of my leads or closings have come, actually one has
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  come from a paid ad, out of close to 500.
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  That's where I want to help you get into this.
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  And as I always talk about the return on investment, when you're talking
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  about a 1 percent or less return on investment for your leads and leads
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  are costing seven, eight, you know, 9, you know, 5, 000 if you're talking
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  about some of the pay at closings, the return on investment is very limited.
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  Right.
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  And, and there is two different sides of that.
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  Obviously the pre pay stuff where, you know, maybe you're paying a place called,
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  I don't know, set schedule, that is giving you leads or, you know, providing
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  you a text message that says hot lead.
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  And then this person, you call this person, they say, yeah,
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  I, that was two years ago.
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  I've purchased a house and I still get calls based on that lead.
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  You're buying old leads, no matter what you're doing.
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  With the exception of Zillow, but then you're picking up your phone and I've
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  seen time and time again people on Zillow leads There are very few that are very
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  good at the conversion, but even the ones that are very good at the conversion
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  have a very low Conversion rate and a lot of times if you're not very good
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  at it, you don't have the skills You're spending more money on gas driving around
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  servicing these leads than is actually coming in after you close the deal So it's
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  of my opinion that you should probably invest in a good CRM Instead of paying
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  for leads, because if you can have that money go towards a CRM where you can
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  stay top of mind, you can plan it all out, it doesn't have to be automated.
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  Automation is, you know, neither here nor there, but if you have a well organized
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  machine, then you can drive all of these conversations you have, because
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  even a lead isn't a conversation yet.
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  Once you have a conversation, they can go into your database
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  and you can continue to follow up.
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  You can keep the notes.
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  So you seem like that person that you had that conversation with two
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  years ago because you took notes on it You're you know, the greatest you
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  have the greatest memory on the planet.
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  No, you just have a CRM that's helping you Remember that conversation remember
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  those pain points remember what you talked about so that it's not a constant
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  You know first meeting with that Zillow client of yours where you're like, hey,
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  you know, look at the house Let me know what you think, you know sitting on your
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  phone and you know next thing, you know, they're like, okay, we're done And they
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  either leave, call their agent, and say, Hey, this crazy agent just showed me this
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  house, but we're ready to write an offer.
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  Or, you know, they go down the rat race of, Oh, yeah, I, you know, we
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  want to buy it, but not right now.
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  We're going to rent, or whatever.
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  So, you have to understand that those conversations that you
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  take from that, Are, are massive.
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  And as humans, we have more and more conversations every single day
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  than we even are aware of, right?
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  And so if you can be ultra dedicated to building certain, you know, areas where
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  you have these conversations and pulling these people's information and keeping
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  notes about it, Then you can absolutely uti utilize your CRM to help you re
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  recount those, those communications.
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  Not to mention, that you say, Hey!
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  This person said they just signed a lease.
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  I'm going to reach out to him in six months.
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  I'm going to make a task.
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  Boom.
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  Call this person.
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  Hey, you know, it's Jeremy.
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  We talked at church, you know, about six months ago.
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  Said you signed a lease.
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  I want to make sure that if you are able, you can get into homeownership because I
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  know what it's done for me and my family.
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  Would you be willing to go grab some coffee and talk about it?
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  Right?
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  So you take that conversation that you didn't even think was a lead.
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  Right that they're not ready to buy whatever and then you plug it in
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  your CRM You have the task set up so that it tells you what's going on
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  And you can have that conversation.
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  There is a probably a 50 to a hundred percent conversion rate on those kind of
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  conversations because you took that note because you've set a task reminder for
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  six months down the road or whatever.
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  And now you remember it.
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  I mean, I, I know that I talk to clients all the time and I say,
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  okay, yeah, that sounds great.
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  And then I'm like, okay.
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  And then I see him on my list.
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  I'm like, who was that?
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  I click on the notes, and I'm like, oh yeah, that was the referral that, you
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  know, was going to travel the world six months ago, and now they're coming into
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  Colorado in June to look at a home, right?
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  So, that's the thing, is if you can start to capture all of your conversations,
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  your free conversations, and plug them into a CRM and get organized, then
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  those leads will come more fruitfully.
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  And, I will tell you that you know, sometimes it's a six
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  to 18 month conversion.
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  I will also tell you that even Facebook leads, right, that you pay for, that you
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  set up all of that have an 18 to 24 month conversion typically, because by the time
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  they're clicking on Facebook, they're way far away from, you know, where they need.
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  Certainly that doesn't happen all the time, but.
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  From from my guys that crush Facebook leads and do all of that.
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  That's kind of what they're telling me So don't give me the
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  well leads are more immediate.
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  That's not the case You can find more immediate leads by doing
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  traditional lead generation strategies where you own the leads, right?
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  Most of the time it's your time maybe a business card or flyer or something
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  that you hand out door knocking, whatever but that's absolutely the case.
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  Now we could go down the rabbit hole of social media and I want
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  you to hear me that I'm not talking organic social media, right?
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  I can have organic conversations on my Facebook, on my Instagram through
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  DMs and plug those people into my CRM.
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  Which my new CRM plugs them in for me through those platforms.
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  But if I'm able to do that, it really, really does make a difference.
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  Keeping track of those conversations.
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  And if I'm talking about looking for more conversations, I can go to.
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  Any of these free platforms and have conversations with people that
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  technically already know, like, and trust me, and that conversion
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  skyrockets beyond the, you know, below 1 percent for these internet leads.
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  And ultimately, when you look at a conversation, it can expand, right?
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  If you nurture that relationship and you're just there to build
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  that relationship, I tell my agents all the time, go into every
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  conversation with something to give.
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  Right, and I'm not talking about a gift.
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  I'm not talking about this.
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  I'm like, hey, I need to help people build their business on my vendor list, right?
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  I'm a new agent, whatever.
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  So when I'm talking to someone, I always ask them, what are
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  you doing for work these days?
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  Oh, I'm an electrician.
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  Oh, sweet.
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  I would love to help you build that business up because I know that
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  my clients, when they come to you, They, they, first of all, trust me
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  and I can trust you, so that's going to help you build your business.
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  I've done this for HVAC companies, electricians, plumbers across the board.
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  If they provide a good service for an equitable price, then bam, let's go.
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  You're my buddy.
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  Right?
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  And I'm going to drive you business, drive you business until you cannot help.
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  But notice that Jeremy Cain, lender, you know, whatever, he's
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  driving me business constantly.
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  And when the word real estate comes up, I'm associated with that because
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  they're like, that's how he does it.
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  He's a real estate agent.
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  He has all these conversations.
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  He must be really good at it.
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  Boom.
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  And then all of a sudden they're, they're providing me leads and I have a whole
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  sphere of untapped potential because that person is out shouting my names from the
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  rooftop because of what I did for them.
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  So every conversation I go into, it's not about, Hey, when are
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  you looking to buy or sell?
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  Typically I don't even talk about that.
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  I usually say, what do you do for work?
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  They tell me if I can add to that.
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  To their business through my business.
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  I, community, you know, hairstylist, whatever it might
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  be, I can drive them business.
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  If I have that opportunity, that's a gold mine for me because I'm going to
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  drive them as much business as I can.
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  We're going to have that, you know, old school camaraderie,
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  rekindle that relationship.
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  They're going to love me and they're going to help me build my
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  business as well in the back end.
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  And if they say, hey, I'm, I'm a, you know, cold caller telemarketer
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  or whatever for this company.
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  That's great.
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  Do you have anybody that's helped you around the house or the community that
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  you, you know, that I can connect with because I'm trying to build a vendor
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  list for my new real estate business.
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  And I would love, you know, your input on that because I love helping
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  people build their businesses, especially those small businesses.
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  So you go into those conversations with that, the relationship's
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  built and you're off to the races.
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  So ultimately it's about those tools.
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  It's about.
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  You know, taking notes on what you're actually doing and
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  having those conversations.
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  And I promise you that if you do this over a Saturday when you're out with your kids
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  or you know, you're out in the community doing something, out getting dinner,
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  you can have four or five conversations.
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  And that's better than answering that one Zillow call or sitting
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  down and dialing those 50 Facebook leads that no one answers the
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  call or whatever that looks like.
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  Five conversations is worth every penny you would ever throw at any real estate
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  marketing company or any ad spend.
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  So I hope that that helps you guys kind of understand that the true answer that
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  the top producers are not telling you is that their lead generation comes
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  from their sphere of influence, right?
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  And if they, you know, have done Zillow in the past or
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  whatever, Zillow's changed a lot.
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  They are so grateful that they're not on it.
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  I've never talked to somebody who was on Zillow.
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  Who, you know, didn't say, I'm so glad I'm off of it.
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  My business is so much better and so on.
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  Certainly you have to prepare if you're getting off of, you know, that kind
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  of lead source, your business better be prepared to launch and take off.
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  And if you're waiting till you're off that lead source to build that business up.
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  You're going to find yourself always going back and it's kind of a cycle just
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  like the employment cycle that you're on.
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  So, I hope that helps.
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  If you're going to ask me where to, where to spend your money, that
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  course that's coming out in early April will absolutely be, for you.
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  Comment, foundations course in the comments and I'll certainly send
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  you the early access, when I get that all figured out and done.
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  But we're going to teach you how to fish.
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  We're going to teach you how to win every single day at the game of real estate.
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  We'll talk to you next time.
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  Bye bye.