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Transcript

Why Your Lead Generation Strategy is Failing and How to Turn it Around Fast · The Real Estate Agent Playbook

• 0:00
  Have you heard somebody say that leads are the heartbeat of your business?
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  The way that we define leads today and use that term in our industry, it absolutely
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  is not the heartbeat of our business.
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  It's just the start.
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  And to be completely honest, leads are not going to change your life.
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  They're not going to do anything if they are given to you.
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  And I'm here today to talk about your lead generation strategy, how we can turn
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  it around, And how we can dial in and survive this little real estate shift
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  that we're feeling in our industry.
• 0:30
  Stay tuned.
• 0:36
  What's up guys.
• 0:36
  Jeremy Kane with Real Estate Agent Playbook.
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  This is one of my favorite conversations.
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  If you've watched the channel to talk about all of these lead generation
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  strategies, you can't go a day in a Facebook real estate group without
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  what's the best lead generation strategy.
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  No one gives you hot leads.
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  There is no system.
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  So today we're going to talk about that.
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  I do talk about that a ton on this channel and how we can self generate our leads
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  and build a business that's sustainable over amount, long amount of time, as
• 1:06
  well as be fun while you're doing it.
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  So If you like that, you like what you hear, like, comment, subscribe.
• 1:11
  I'd be happy to chat with you.
• 1:13
  Do realtor game plan calls below.
• 1:15
  There's a link below.
• 1:16
  I would be happy to connect with you, look at your business and
• 1:18
  get you set up on the right track.
• 1:20
  So let's get into this first and foremost leads.
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  I will tell you that the industry has overused the word leads.
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  And here we are, right?
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  Leads are defined as a name and a contact piece.
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  That is to me, not a lead.
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  And if you're putting out a bunch of content and you're doing a bunch of
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  ads and social media, maybe there is a minor intent, but social media ads
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  one new, a hundred conversion, and it's eight times to contact them
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  no matter where they come from.
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  You know, it's, It seems that 99 percent of the lead generation platforms out
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  there are just giving you data, right?
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  And so there is a lead is not a data point.
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  And so we should probably change the terminology.
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  A lead would be someone that actually has intent to sell real estate or
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  generates a real estate conversation.
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  After you have that data point and you access the communication
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  portal that they, they clicked on, or, you know, if you're doing.
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  phone numbers or cold calling or texting or, you know, emails, whatever that is.
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  Right.
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  And so that's, that's really when the lead converts is when
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  we have those conversations.
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  And so if you think about it, one out of a hundred, leads convert, on a good day
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  and people are like, yep, that's good.
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  Let's go.
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  It's the same as just cold calling 100 random people, right?
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  Just opening up the phone book to, you know, page P.
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  That probably doesn't happen anymore, but you know what I'm saying.
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  And just dialing people and saying, hey, do you want to buy or sell real estate?
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  And so I guess there's a little more intent.
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  Most of the intent is kind of the dangled carrot.
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  You know, click on this, give me your information, you can
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  see the rest of the pictures.
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  And not to say that leads are a terrible thing, but the nurture and the setup
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  is so, intense that we as agents are constantly like, Oh, I'm going to go to
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  this brokerage and I'm going to do this and I'm going to get all these leads.
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  And we just expect someone to hand us leads.
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  And when people are saying they hand us leads, typically, unless they're very
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  expensive, it's a data set point, right?
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  And that's all it is.
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  And so let's quit calling it a lead because the intention is so minor,
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  to get onto those lists and to, you know, with social media or whatever.
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  That it's not really a lead.
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  It's just someone who clicked on something or you know gave their information at
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  some point or whatever Now there are targeted lists and and all the things
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  i'm not saying that cold calling is you know terrible but the the ability
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  to target a certain list and and talk to You know, the people that we're
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  looking for, our ideal avatar, is, is lost in the word lead these days.
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  So, then we turn our attention to, if we're gonna use that much
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  energy and dial all these people and call all these people and text
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  and set them up on these campaigns.
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  Now granted, you know, some of the CRM campaigns are great.
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  I'm not a huge drip campaign guy.
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  So I struggle with the, the waving the magic wand thing.
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  And maybe that's why I don't, I don't do the mass lead generation kind of tactics.
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  I focus on my business, who I like to serve, how I can have conversations on
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  a day to day in my regular life, right?
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  At my.
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  Daughter soccer games at their gymnastics at whatever, and I
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  just want more conversations.
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  And so the word lead, obviously I don't like it, you know, but it's,
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  it's so convoluted that I would like to focus on conversations and
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  that's, that's not anything crazy.
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  It's just a little bit further down the road, right of intent.
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  And so if I can have these conversations with people that I already am surrounded
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  by, that I have things in common with.
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  That I live in the same area as versus, you know, a random, you know, Facebook,
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  you know, homebuyer lead, or whatever that looks like, or, you know, Op
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  City, or Redfin, or all the things, right, then that's way better for me.
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  If I can spend less time answering my phone for a Zillow lead, because
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  You know and driving across town and wasting the gas and time and whatever
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  and for that to convert You know below 10 percent if I could use all the time
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  that i'm putting into that to look at my life and build that lead platform
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  based on what I'm already doing and the conversations I'm already having
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  and just having a little more intent.
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  That's what I want to do because then, you know, take for instance, my daughter's
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  gymnastics, there's a lot of hours, there's a lot of things, but as a team,
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  as a gym, it's kind of understood in that community, you know, when the meets
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  are, when the practices are, And if I can help people throughout that gym, they,
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  they get it on a different level, right?
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  Oh, I can't show houses that day because I have a meet or whatever.
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  It's just more enjoyable across the board.
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  But I think so much of it is like, Oh, I need leads.
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  I need someone to give me leads.
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  I'm going to join this team and I'm going to, you know, work their
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  leads and then I'm going to pay them 50 percent or whatever that is.
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  If you really think about the time invested in chasing those
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  leads that they do give you.
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  If you could just step back and build your business that way and
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  based on conversations based on what you're doing Which is exactly what?
• 6:46
  My course that I am releasing Is about right and if you're interested in
• 6:51
  that comment webinar below And I will get you an invite to the webinar that
• 6:55
  will lead into my course and becoming a listing agent, in 30 days, right?
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  Because with all the NAR lawsuits and all of that, we definitely want to, become
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  a listing agent first and foremost.
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  And the internet lead thing has always been like, oh, buyers will bring listings,
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  buyers will bring listings, serve buyers, and then they'll turn into listings.
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  That's great, but we don't have the time and you have such an
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  opportunity right now to change your mindset around this term leads.
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  So if you can take any lead generation idea, right?
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  Open houses, cold calling, door knocking, Facebook, YouTube, LinkedIn, sphere of
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  influence, you know, your church group, your gym, and then leverage industry
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  partners around it, which is exactly what the pillars are based on in my course.
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  You can truly dive in and have a holistic business, right?
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  It's not true that your sphere of influence cannot be consistent
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  and you need other lead forms.
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  The truth is we just need to be consistent with our sphere, spheres of influence.
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  Whether that's industry partners, whether that's YouTube, whether, you
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  know, the communities that we build, if you can become a master community
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  builder across open houses, across cold calling door knocking, whatever
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  you do, if you just focus on building that community up or that pillar up,
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  that would absolutely change the way.
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  That you operate your business.
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  It would be much more fun.
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  It would be much more consistent, and it is 100 percent possible if you
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  would take the time you're chasing leads or sitting there looking for
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  new lead generation platforms or whatever, and apply it to those specific
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  platforms, and not a ton, right?
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  I recommend four pillars of business to really focus on and drive business to.
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  Doesn't mean you can't work outside of those, but that's where
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  your lead generation comes from, is those four specific pillars.
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  And you would be shocked to see how it spreads like wildfire.
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  And so once we do that, we really focus on our personal brand, right?
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  Doesn't matter what brokerage you're at your personal brand.
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  People typically work with you as a real estate agent.
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  Very few people.
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  Even really understand that they're signing a contract with your brokerage
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  and you're just the representative of that you know, we don't need to
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  go down that road and how we you know operate our our exclusive rights and our
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  contracts with our buyers and our sellers, but , that is exactly where we need to
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  Dial in is our personal brand, right?
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  You need to bring a brand to the table an experience, right?
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  And so if you can do that, you can start to work with, you know, people
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  in your little communities that you've, you've built and you've created and,
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  and they rely on you as a resource within those communities, then we're
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  going to start building that personal brand and you can build your brand
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  around those communities, right?
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  You can, you can be.
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  What you need to be within your niche or within your personal brand.
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  And the beauty is we do have to follow the state laws of advertising, but if
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  you can put a logo on an experience and a reminder, an icon for them to
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  see, Oh, when they see the JK, it's.
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  You know, service, white glove service, extremely knowledgeable about the market,
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  constantly helping us understand our asset and what we can do and our options.
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  That's the brand that I've built.
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  And I slapped this logo on it, the last part of, the
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  last icing on the cake, right?
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  The logo and the colors.
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  That's usually where we start the brand.
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  But if I can incorporate an experience with this icon, then
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  it is just a reminder, right?
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  It just helps with the omnipresence, which is what we're going for.
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  So once we've built that consistent brand, people recognize us.
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  They recognize the experience and we deliver over and over
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  and over again for our clients.
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  Then we need to really focus on just getting started, right?
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  And the biggest thing right now is shiny object syndrome.
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  We need to dial it in we need to focus in And that's why those four
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  pillars are so important, right?
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  We can bring other strategies You know our open house strategy that we
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  learned from cold callers or a script that we learned from a door knocker or
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  whatever But let's not get too crazy and build a whole Strategy around open
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  houses and then be like, okay I need to go door knock a hundred neighborhoods
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  when it's not associated with an open house And I'm not saying that you
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  shouldn't cross over when you're doing open houses with calls or door knocks
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  or whatever I'm saying, if open house is your strategy, build that strategy.
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  Maybe it's knock the hundred doors around or whatever.
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  But, let's not just all of a sudden start door knocking random neighborhoods not
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  associated with open houses and so on.
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  And so, that's the traditional piece of my course.
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  Is just picking one and maybe crossing over a little bit.
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  But not, you know, being like, Oh, this script was so good.
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  I'm going to just go start door knocking today.
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  Right.
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  And obviously traditional lead marketing, people aren't just
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  jumping on the bandwagon to go door knocking or cold calling.
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  But, if they, if you do, and that's your pillar, build it out
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  and get consistent and start, right.
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  You have to lay a foundation.
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  You have to have a plan.
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  What's the map of where the client's going to go?
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  You know, I, I don't love the word funnel, but that's what we need to do is kind of.
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  Okay, this is what happens the first time they come to an open house, and
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  then they're gonna get emails on You know, invites to other open houses.
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  And then we're going to connect with them on social and they're going to see
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  my open house videos and then so on.
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  So you have that.
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  Then you have the social media branding stuff.
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  This is another place where people kind of focus all over the board, focus on
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  one platform, build it up, make it, you know, real estate slash personal.
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  And then you can move forward there.
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  And then we're, you know, all of a sudden incorporating a sphere of influence.
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  It's a kid's school, a kid's, you know, whatever.
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  And so, as you can see, it has to have a plan.
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  And then you have these four pillars, and then you kind of incorporate them all.
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  Right?
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  At Open Houses, you're driving people to your, you know, YouTube channel.
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  At, at church or driving people to your YouTube channel, maybe inviting
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  them to open houses and so on.
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  Maybe having a feature of a local business at the open house, you
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  know, maybe a coupon giveaway for a restaurant or whatever.
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  And you're starting to just bring all of this together and that's where it is.
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  But you have to build the foundation.
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  You have to build a plan.
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  So make a little roadmap, right?
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  Where are people going to go?
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  How are we going to do this?
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  We're going to be really strong at open houses.
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  We're going to build our social media in the background, but
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  we're still going to do it.
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  We're going to get consistent.
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  And by the time, you know, we, we get consistent views and traction,
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  we're going to be able to, you know, have people in this, you know,
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  sphere, which I call the whole thing.
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  Everyone's in your sphere of influence, no matter how you get them there.
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  That's the, that's the game of business.
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  Right.
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  And so we're, we're doing this and we're making all of this happen.
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  And then we move forward.
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  Move on to, you know, the next social media platform or whatever.
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  It's not, we're gonna do Instagram, YouTube, Facebook,
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  TikTok, all at the same time.
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  Build one, make it right, season that audience to understand what you're
• 14:05
  looking for, who you're looking for.
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  And then you can start to go to the next one.
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  And so I think that's really important to avoid shiny object syndrome.
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  But step one is not getting a contract, right?
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  Step one is laying the foundation.
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  Have it in your head.
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  Have the funnel, have the roadmap, whatever you want to call it,
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  where you're gonna send people and how this is all gonna play out.
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  Like have a vision, right?
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  Start with the goals and, and get to work, right?
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  Because we have a lot of visionaries.
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  I'm a visionary as well.
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  Where it's like, yeah, we're going to do this, and then we don't have the steps in
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  between to get to where we want to get to.
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  So, um, that's, that's super important.
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  You must get started, and then you must Apply consistent effort to
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  those four pillars day in day out.
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  It's not going to be easy It's not going to be pretty but if you do it for 12 weeks
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  I almost guarantee you will see success and if you don't and you absolutely
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  hate that pillar After 12 weeks you gave it the good college try throw it out.
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  So that's That's super important on the getting started piece and building
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  a self generated lead business.
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  And finally, once you have that, then all of a sudden you don't even have
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  to use the term lead, or maybe the lead is much more qualified than it
• 15:18
  used to be, the conversion is a lot higher, we're not paying, you know,
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  50, 35, whatever percent, to the lead generation company before we pay our
• 15:27
  company splits, and that's, that's really where you want to get to.
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  So, I can tell you from experience the other day, I went on vacation.
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  Of course you want business going vacation.
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  That's not the true secret, but it seems to happen a lot.
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  And I got four people under contract in one weekend when I was out of town, right?
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  Three of them I knew from middle school, right?
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  I'm 40 years old.
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  So middle school, what's that?
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  12 years.
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  So that's, you know, 28 years ago I met these people and
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  stayed in touch with them.
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  And they were in my Facebook, sphere.
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  Most of them.
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  And then, three of them from middle school, and the other
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  one I've known for 20 years.
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  He's my brother in law's best friend.
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  So, that, that was really cool to kind of sit back and think.
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  But, what, what was great about it, is I was sitting on the river, in
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  the mountains, on vacation with my friends, And, People understood, right?
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  They knew, they knew that was okay, right?
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  Getting away with my wife and, and some buddies for the weekend, and so
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  they were, they were accepting of that.
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  If it was somebody I met off, you know, a random list that I called
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  and they actually answered and we converted them into a conversation
• 16:38
  and then into a actual transaction.
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  They might not have understood kind of that piece of the pie and and that
• 16:46
  that really hits home So when you step back and think about it and the deals
• 16:49
  that you do look back at the deals you do and the ones That have been
• 16:53
  you know understanding and I I get it.
• 16:56
  Some people hate working with their family I, I'm not one of those people.
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  I want to help the people I love the most.
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  And I understand how stressful the process is.
• 17:05
  So I'm there to make the situation as good as I possibly can.
• 17:09
  There is no zero stress, right?
• 17:12
  There is no zero stress in a real estate transaction.
• 17:15
  So my family, my, my sphere don't expect that, but they know who I am
• 17:20
  holistically as a person because of the branding, because of how I generate leads.
• 17:25
  And, they make, it's, they make it great, right?
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  And so they understand, not all, not all transactions are great and amazing,
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  but, for the most part, when I step back and look, If I'm dealing with people
• 17:39
  that already know, like, and trust me or someone that they know already knows likes
• 17:43
  and trust me, it's way easier, right?
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  And then they come back and it's a circle, right?
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  They come back as repeat clients.
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  They refer me business and that's where the gold happens.
• 17:55
  And that's where sphere of influence.
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  You know, if you will, grows and is sustainable and much more consistent
• 18:04
  than dialing 200 numbers a day to get one and a half conversations.
• 18:09
  So all in all, that's, that's the business, right?
• 18:12
  We have to generate conversations.
• 18:15
  So next time you think about it, Oh, I need to get some leads.
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  I need to do this.
• 18:19
  Look at your business.
• 18:20
  Look at your personal brand and let's build a plan.
• 18:23
  Realtor game plan call below I'd be happy to chat with you or you can comment
• 18:27
  webinar I'll get you the the link to the webinar and then we can talk about, you
• 18:32
  know, purchasing my course down the road So I hope this helps Please like comment
• 18:36
  subscribe and we'll see you next time.
• 18:38
  Bye.
• 18:38
  Bye