Latest / The Real Estate Agent Playbook / The #1 Reason Your Lead Gen Strategy Is Failing

Transcript

The #1 Reason Your Lead Gen Strategy Is Failing · The Real Estate Agent Playbook

• 0:00
  if your lead generation strategy is failing
• 0:03
  there is probably one thing that I can think of
• 0:05
  that I see when I'm coaching agents
• 0:07
  that I can help you with stay tuned we're gonna dial in
• 0:15
  what's up guys Jeremy Kane
• 0:16
  real Estate Agent Playbook
• 0:17
  thank you so much for tuning in
• 0:19
  like comment subscribe
• 0:20
  share the podcast if you're on the road
• 0:22
  you can listen to this simultaneously on the podcast
• 0:24
  so you don't have to
• 0:26
  see my smiling face and get distracted from the road
• 0:29
  let's get some engagement
• 0:30
  trying to do things to help you win
• 0:32
  every single day at the game of real estate
• 0:34
  as I am a successful real estate agent
• 0:36
  and like to share all my knowledge with you
• 0:39
  so let's get rolling first and foremost
• 0:40
  agents are so obsessed with new leads
• 0:43
  and new leads in the volume
• 0:44
  and the numbers of doors knocked
• 0:45
  in the numbers of calls made
• 0:46
  and the numbers of post made
• 0:47
  and the number of messages
• 0:49
  they've sent out on social media
• 0:50
  this is the first problem
• 0:52
  we need to start focusing on the quality
• 0:55
  the acquisition the conversion
• 0:57
  verse anything else right
• 1:00
  the No. 1 problem is that we're focused on volume
• 1:03
  over conversion and if you can work to solve that
• 1:06
  which we're gonna talk about how I've done that
• 1:08
  how you can do that here in this episode
• 1:11
  then it will absolutely take it to the next level right
• 1:16
  so the truth is that believing
• 1:19
  that more leads
• 1:21
  equals more clients is completely false
• 1:25
  we want to make sure that we are understanding
• 1:28
  what we are doing look at what is getting
• 1:31
  you know what is happened
• 1:32
  what are the metrics what is our conversion rate
• 1:35
  what do we say here where were we successful
• 1:37
  and we can go from there
• 1:39
  and that's exactly what we need to focus on
• 1:41
  the real gap in most funnels is in the middle right
• 1:45
  and that's the lack of nurture
• 1:46
  the lack of connection and the truth is
• 1:49
  if we're just standing you know
• 1:51
  going forward and moving forward and saying okay
• 1:54
  you know when are you gonna be ready
• 1:56
  six to 12 months and we're
• 1:58
  you know letting them fall off the radar
• 2:00
  and so much can happen in six to 12 months
• 2:03
  we are not nurturing we're not providing that value
• 2:06
  you need to have value that you can
• 2:08
  infuse into that relationship
• 2:10
  if it's a two year wait if it's a 18 month wait
• 2:13
  if it's a 12 month wait and some people can build in
• 2:18
  you know natural value as far as market updates and
• 2:21
  you know things like that
• 2:22
  and some people
• 2:23
  need to be a little bit more strategic with it
• 2:26
  because they know that they can't be that consistent
• 2:28
  or whatever
• 2:29
  so that's the thing that middle of funnel nurture
• 2:33
  and the problem is is that the value must be there
• 2:37
  right it's not just nurture
• 2:38
  it's not the drip campaign
• 2:39
  it's not just seeing the you know
• 2:41
  trashy email or whatever you're sending out
• 2:43
  it is absolutely the value that comes from it
• 2:48
  it's not just that top of mind
• 2:50
  sure top of mind's important
• 2:52
  we do those things we have those things
• 2:55
  but if it's a true opportunity for a client within
• 2:58
  you know under two years
• 3:00
  how is that value going to be dialed in
• 3:02
  how is it unique to you
• 3:04
  and not just something that you're sharing
• 3:06
  through your realtor board
• 3:07
  or whatever
• 3:08
  so that's the real gap in most funnels is that again
• 3:12
  the secret is focusing on the conversions
• 3:15
  not the volume of leads
• 3:17
  so why volume doesn't equal success
• 3:21
  without consistent human real touch follow up
• 3:24
  we are absolutely ghosting our pipeline
• 3:27
  automation is great but one of the key pieces
• 3:31
  that CRMs are starting to figure out
• 3:33
  and have as
• 3:34
  you know
• 3:35
  an option is creating tasks for the human agent right
• 3:39
  if we are continuing to rely on automation
• 3:42
  it's only automation and we're not
• 3:44
  you know we are replaceable right
• 3:46
  because technically we're just having a computer
• 3:48
  nurture a lead and build our business
• 3:50
  and if that's the case AI can do that right
• 3:53
  it can do that
• 3:54
  because you're giving it the information at some level
• 3:57
  um for it to do that
• 3:58
  you know
• 3:58
  whether it's putting it on your website or whatever
• 4:00
  that it's searching so
• 4:02
  we need to make sure that automation is a piece of it
• 4:05
  but it does not replace authenticity
• 4:08
  automation can be a great tool
• 4:10
  to remind you to do that
• 4:12
  to automatically send out the home valuation
• 4:14
  to automatically send out some of these things
• 4:17
  that are less you know
• 4:19
  intensive on the actual person
• 4:21
  and the actual connection
• 4:23
  but it doesn't replace it completely
• 4:25
  so we need to infuse our authenticity
• 4:28
  into some of this automation
• 4:30
  so use checklists use call reminders use
• 4:33
  you know text reminders
• 4:34
  all of those things
• 4:36
  because if it's just auto emails and auto texts
• 4:38
  I'm gonna tell you right now
• 4:39
  that unsubscribe button is not quite a secret anymore
• 4:42
  haha
• 4:43
  as as people move forward in in this tech driven age
• 4:46
  and one thing I also wanna kind of note is
• 4:49
  even the best paid leads right
• 4:51
  I won't tell you what the best paid lead source is
• 4:53
  cause I think you all probably know that
• 4:55
  but even the best paid lead source
• 4:58
  requires some amount of authentication
• 5:00
  some connection and
• 5:02
  you know I talk to these
• 5:04
  you know major team leads these guys that are
• 5:06
  you know connected with
• 5:08
  you know certain haha
• 5:10
  lead generation companies and they're saying okay yeah
• 5:13
  we wanna make sure that you know
• 5:15
  we're gonna help agents grow from five to 12 deals
• 5:18
  or five to 20 deals right
• 5:19
  pretty quickly
• 5:20
  because of our connection to these leads
• 5:23
  we don't want them to stay there right
• 5:25
  we want it to be a launching off point
• 5:28
  a growth point for their business
• 5:30
  uh and getting some transactions under their belt
• 5:33
  but the truth is every team leader I talk to is like
• 5:35
  we'd like them off of the paid lead system
• 5:37
  by the third year and or
• 5:40
  you know after the third year
• 5:41
  whatever it is because then they've had
• 5:44
  you know 50 60
• 5:45
  70 transactions from that lead source right
• 5:48
  and now they have a little bit of a pipeline
• 5:51
  they have a little bit of a database they can relate to
• 5:53
  they're doing it correctly
• 5:55
  they're getting referrals from those databases
• 5:57
  uh and that's exactly
• 5:59
  what these team leads are looking for
• 6:01
  because if they know that
• 6:03
  eventually the burnout will come right
• 6:05
  if you're just doing these leads and you're selling 20
• 6:06
  30 40 houses a year and you're paying
• 6:09
  you know the
• 6:10
  the company 40% then you're paying the
• 6:12
  you know team for the
• 6:14
  you know connection of that lead another 50 or
• 6:18
  you know 20
• 6:19
  whatever percent it is the burnout will come
• 6:21
  because you're just selling 40 houses a year and
• 6:24
  you know making $150,000
• 6:26
  and that's just not the case like
• 6:28
  cause eventually they'll look at me like
• 6:30
  well if I could
• 6:31
  so a quarter of that
• 6:32
  I can make that and it's a lot less work
• 6:34
  and so the retention piece for the teams really lies
• 6:38
  in the long term strategy
• 6:40
  and growing that and
• 6:41
  and making that happen
• 6:42
  and that's where a lot of these teams
• 6:44
  now that they have that lead
• 6:46
  process dialed in are turning their attention honestly
• 6:49
  that's what I specialize in
• 6:51
  is taking people off of those lead systems
• 6:53
  and putting them into play
• 6:55
  and utilizing not completely ghosting the past
• 6:59
  but definitely leveraging it to build a true
• 7:02
  client experience for those past clients
• 7:05
  so that they continue to you know
• 7:07
  refer business to you
• 7:09
  and you can get those self generated leads as well
• 7:11
  so if you're a team lead
• 7:12
  if you're an agent out there that's on on leads
• 7:15
  reach out I'd love to have a game plan
• 7:16
  call with you and see if I could give you a couple
• 7:19
  you know
• 7:19
  tricks of the trade to kind of start building for that
• 7:23
  you know
• 7:24
  break away from being under leaves that come in
• 7:27
  and all of that
• 7:29
  and the splits and everything that goes with it
• 7:31
  so the ultimate fix is you have to lead with value
• 7:35
  right build a brand that attracts and keeps attracting
• 7:38
  that's No. 1 right
• 7:40
  deliver the value
• 7:41
  before asking for a contract or anything else
• 7:45
  and this you know
• 7:46
  obviously comes into play with the NRS settlement
• 7:48
  and all of that just build that value
• 7:50
  deliver value if all you try and do
• 7:53
  every single time you're around somebody
• 7:56
  is build value and give value
• 7:58
  you will absolutely be rewarded for that
• 8:01
  when the time comes for a transaction or a referral
• 8:04
  and you know I talk a ton about this
• 8:07
  if you're like oh man
• 8:08
  what value I'm brand new
• 8:10
  the only value you ever need to help anyone
• 8:12
  is to have the ability to go into a conversation
• 8:16
  to connect them with anyone who can solve their problem
• 8:19
  whether that's you as a realtor
• 8:22
  a small business owner a bank
• 8:24
  a salon a restaurant
• 8:26
  a you know CPA
• 8:28
  anything like that if you can do that
• 8:31
  and you can find someone
• 8:33
  that you can connect them with
• 8:34
  that solves their problem
• 8:36
  you've just provided them value right
• 8:38
  and they will you know
• 8:40
  understand on the email or whatever
• 8:42
  see your social media stuff
• 8:44
  they'll follow you
• 8:45
  they'll know that you're a real estate agent
• 8:47
  that is the easiest and most
• 8:49
  direct way to bring value to people
• 8:51
  is connect other people to solutions to their problems
• 8:56
  and that's why
• 8:58
  being a real estate agent seems pretty easy to me
• 9:00
  because that's my power is my
• 9:02
  you know uncanny ability to make a connection
• 9:05
  or find a connection or find something
• 9:07
  it doesn't have to be a problem
• 9:08
  even it's like hey
• 9:09
  this sales me right
• 9:10
  oh hey
• 9:11
  this sucks my insurance guy made me mad
• 9:13
  hey call my guy
• 9:14
  he'll take care he'll take a look right
• 9:16
  he owes me one and we go from there
• 9:18
  so that's absolutely a huge piece of the puzzle
• 9:22
  if you are struggling to find what you can lead
• 9:25
  value wise with and then the next thing is
• 9:28
  you want to make sure that everything is on brand
• 9:31
  that your nurture sequence matches your voice again
• 9:34
  Chat GBT is an amazing uh
• 9:37
  opportunity to use this and build your voice into it
• 9:40
  and have it you know
• 9:41
  create a ton of great things emails
• 9:44
  captions for social media you know pamphlets
• 9:47
  but you know everything
• 9:49
  but this is the importance of the branding
• 9:51
  when it comes to you know
• 9:54
  the real estate industry is if you have a brand voice
• 9:56
  and you have a brand kind of value stack
• 9:59
  and that's consistent across all areas of connection
• 10:03
  you will absolutely grow so think connection
• 10:06
  not just conversation uh
• 10:09
  and not just conversion
• 10:10
  you know that if you make a connection
• 10:13
  conversion will eventually come your way
• 10:16
  whether it's from that client
• 10:17
  that you solve their problem
• 10:18
  or maybe it's from that small business owner
• 10:21
  that you just gave a referral to
• 10:23
  you never know the opportunity lies out there
• 10:26
  but if your lead generation is struggling
• 10:28
  really focus on these kind of things
• 10:30
  dial it in and wonder why it's doing it
• 10:33
  but ultimately look back right
• 10:35
  take notes where did it go wrong
• 10:37
  where did it go right when it did go right
• 10:39
  what happened to that that lead
• 10:41
  focus on your pipeline daily
• 10:44
  focus on prospecting and new stuff daily
• 10:47
  and notice that's not the same thing
• 10:49
  as we've talked about quite recently on this channel
• 10:51
  so I hope that helps please like comment subscribe
• 10:54
  we'll see you next time
• 10:55
  fix that one problem with your league generation
• 10:58
  and let's absolutely
• 10:59
  crush the next three months in this game bye bye