If you are like most real estate agents you’ve spent a lot of money, effort and time to generate leads both online and offline. You are really successful in getting the leads because we already know that real estate lead generation is not the problem, right?
And as the leads comes in you followup diligently, and you have many meaningful conversations with prospective buyers and sellers and you have them in your followup system and you continue to reach out to them and you keep following up with them.
Now this is where the frustration comes in for most real estate agents, you get NO Response, it is as if they are either ignoring you or they forgot they had a conversation with you and not even know who you are.
You then start to doubt the quality of the leads and soon you will believe that these leads are bad and that you need to get different types of leads.
I want to tell you a story. Early in my real estate career I was with a broker who provided leads to his agents. One of the agents complained that the leads were all bad and I will never forget what happened next.
One morning I was in a meeting with the broker when an online lead came in. My broker said he wanted to show me something… He took the lead from the printer and called the agent in question and gave him the lead. He told the agent that this leads is a real motivated buyer and that he need to help this person immediately…
So what do you think happened next?
The agent converted this lead into a client and sold him a house. The agent then told the broker that this is the type of leads that is a good quality. The reality is that there was nothing special about this lead, it was exactly the same as all the other leads the broker generated.
The reality is that not all leads will be good, but a good percentage of them will be good leads to work with.
The moral of this story is like anything else in life, if you believe in it, it is true for you. If you believe that the leads are crap, the leads will be crap.However here is the real problem:
ALL leads only look for one thing, and one thing only, and that is a solution to their problem. In the eyes of a prospect they only need a real estate agent to get the transaction done. The truth is that home buyers and sellers see all real estate agents as more of the same.
In their minds they will have this question for you: “Why should I do business with you (agent) rather than with another agent?”
These prospects will most probably speak to many real estate agents to find the one that will best help them best to solve their problem.
If you do not have a compelling answer to question above so you can differentiate yourself from other agents and make you stand out, the prospect will see you as one of the pack.
So you have to ask yourself what you are going to do to stand out. What is your “offer” to your clients?
We cannot be everything to everybody so the most important aspect of creating a unique offer is to decide who is your ideal customer.
Some questions you can ask yourself about your ideal customers:
- What are they looking for?
- Where are they looking?
- What are their price range?
- What is their income?
- What is their age?
- What is their gender?
- What do they look like?
- What is their occupation?
- What is their hobbies?
I am sure there are many other questions but once you know exactly who your ideal customer is you will have no problem in creating an offer that will appeal to this ideal customer.
You do need to offer something compelling so you stand out from other agents. So what makes you unique? What do you offer to them that other agents do not offer?
You have to define yourself, your message and your image to be attractive to your ideal customer. Once you have a unique selling proposition (USP), you will attract these customers to take your offer and work with you.
What is more the prospects will start chasing you to do business with you, because your offer is unique and nobody else offers this.
Please let me know if you have any comments or questions.
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