What is our business?

Lead generation is the most important

aspect of real estate business
The whole cycle starts once you get a
lead
All successful brokers have one thing in
common: an efficient and effective lead
generation system

Importance of Lead Generation

Keeps your business going
Cyclical nature of our business
Momentum
Brand awareness
Education to all
Shows your competence in market
Reflects your character/ company profile

Type of leads:
Buyer
Seller
Tenant
Investor
Landlords

Whom to target?
There are about 50 real estate agents every
buyer knows.
No one would come to help a seller though!
Buyers are fickle while sellers are desperate
An exclusive mandate with a seller has proven
to be the most revenue generating strategy
ever for a realtor.
5
Lead life cycle:
When are the customers approaching you?
Is it too late in the decision making step that
you cannot add value to customer?
Get the customers before they decide all
parameters of their buying / selling decision

Lead by referral:
One day I was sitting with a successful broker
of his market and his phone rang.
A customer had called who had dealt with him
5 years ago with a new requirement
How will your phone ring with such calls?
Lead by referral:
The biggest source of a mature broker is
referral lead.
For a buyer first person to come in mind as a
realtor usually gets his lead.
You need to get in to a lot of minds as THE
realtor to do business with.
Then you will get a stable supply of referral
leads
Lead by referral:
The simplest way to generate referral leads:
Do good work
If you work in organized manner and give
client satisfaction, they are bound to refer
you.
Do we need to get in to business relationship
to get referral business?
It may start with your relative or lead servicing
Lead by referral:
Use Brian Buffinis training to get training on
working by referral
The time tested tools of referral generation
are:
Pop By
Personal Notes
Items Of Value

Match the market
A one page flyer will not sell a 1 crore
apartment
If you are targeting a high end customer then
you have to present appropriate material.



Techniques:
Marketing presentation for Mr. Patel
There is no wrong way to
generate a lead
Tom Ferry

Types of lead generation

Contacts :
Friends
Sphere of influence
Previous Work place Ex-Co-workers
Your childs friends , school, tuition teacher



Internet Portals
Our www.remax.in portal
Your own listings can be put on Magicbricks,
99acres etc.
Other Agents listing to market
Simple tip: print your website everywhere!

Online advertisement
Google Ad words
Facebook
Internet portals
Your own Website and listing on website
Social Media: Facebook / Twitter through your
own network and profile updates
Refer to another training on this subject: Role of
Technology in Real Estate for further details.

Advertisements in print media
Classifieds
Display
This is by far the most costliest mode of lead
generation and not cash positive as it is
believed to be.
Biggest mistake: buying a package with a
media company, usually it proves costly


Participation in Exhibitions like property
shows etc.
Property shows are now getting focussed on class
or assets / geographical area
Other exhibitions are not getting good results


Targeted Leads:
Educating customers with :
Buyer Guide- Seller Guide
holding seminars
speaking at gatherings.
Legal updates
Regular emailing / blogging / updating Facebook



20
21

Networking
In Seminars related to investment / properties
With people you meet every day
Wedding / parties / social gatherings

The idea is not just to give visiting cards, but
to collect them !


Walk-ins to segment of people for e.g., a run
down building or doctors
Cold Calls
Banners to sell properties (yard signs)
Just listed, Just Sold postcards

Database: Business Cards
Yellow Pages (now available on telephone)
Radio Advertisement
TV advertisement on regional channels
Outdoor advertisement like bus stop, hoarding
etc.
No Parking boards
Hoarding sponsorship of other shop keepers

What to advertise?
Buy sell rent?
Fish with a hook or fish with a net?
Be creative than the competition
Amul butter

Importance of media-offer-content :
20% is on what you write in the content
40% is on the media you choose
40% is on the offer you make
To have best results : Make a catchy content
for an irresistible offer and use the media
which the target segment uses

Agents - Lead Generation Systems

Emerging Agents use 1-3 lead generation
system to generate clients.
Mid-level producers use 4-6 lead generation
systems to generate clients.
Mega agents use 10 or more lead generation
systems to generate clients.

Lead generation strategy:
The best strategy is the one which gives you
the fastest results and highest profit.
Todays lead generation strategy may not work
tomorrow.

Lead generation strategy:
Things to consider while forming a lead
generation strategy:
Your budget
Your target segment
The competitions strategy
Your competency
Waiting capacity to get $ in your pocket


Myths :
1. I got less phone calls, but over all branding I
will get eventually
2. I got a lot of phone calls, so obviously my
advt work. But closures didnt happen due to
market conditions
3. My customers are happy when I advertise
their property
Myths :
1. Majority of leads from one of my sources are
junk.
2. Low cost lead generation, means low results.
3. Older leads are useless
4. Quality doesnt matter only quantity does
5. I dont need to follow up on leads, they will
call again if they are interested
Myths :
1. Whenever business is slow I will spend time
in lead generation activities.
2. Lead generation is one time effort, then I
dont need to do it.
3. Lead generation is only important, lead
management is diversion

Time for lead generation:
Research has proven that top producing
agents work more than 54.5 hours a week.
However most broker complain that they want
to work but dont have any work !
When you dont have any work, its a good
time to focus on lead generation activities.

Time for lead generation:
Make a list of tasks for every day of the week:
Mon: personal notes / Paper advt for FSBO
Tue: Do pop by/ send just listed post card
Wed: list online / call past clients
Thu: release Print advt / do social media
Fri: Add to database/ schedule open house
Sat: check expired listing (online / print) /
geographical farming / property viewing
36
Past Client/Centre of influence builder
1 What are the names of the members of your family?
2 What are the names of your spouce's family?
3 What are the names of your "extended" family?
4 What is the name of your best friend?
5 What is the name of your spouse's best friend?
6 What are the names of very close friends?
7 What are the names of your spouce's very close friends?
8 What are the names of your children's friends parents?
9 What are your children's teachers' names?
10 What are your children's coaches' names?
11 What are your children's school principals' names?
12 What are your children's dentists' names?
13 What are your children's doctors' names?
14 Who sell your children's clothes?
15 Who cuts your hair?
16 Who does your dry cleaning?
17 Who does your manicures, pedicures, facials?
18 Who services your car?
19 Who sold your current car?
20 Who have you purchased cars from the past?
21 Who do you know at your temple/mosque/church place of worship?
22 Who do you see in the provision store you most often go?
23 Who is your pharmacist?
24 Who are your doctors?
25 Who are your spouse's doctors?
26 Who owes you money?
27 What is the name of your favorite clerk at the bank?
28 Who do you borrow money from at the bank?
29 Who is your stock broker?
30 Who is your financial planner?
31 Who prepares your taxes?
32 Who does your accounting?
33 Who owns your favorite restaurant?
34 Who do you know on a first name basis at your country club?
35 Who do you talk to in your health club?
36 Who do you play tennis with?
37 Who do you attend your children's sporting events with?
38 Who do you go to the movies with?
39 Who do you go to plays, theaters, galleries or museums with?
40 Who is your lawyer?
41 Who would you call if you had an air-conditioning problem?
42 Who is your pest control person?
43 Who would you call if you had an electrical problem?
44 Who built your house?
45 Who is your landlord?
46 What is the name of the insurance agent who insured your home?
47 What is the name of the insurance agent who sold you life insurance?
48 What is the name of the insurance agent who holds your health insurance?
49 What is the name of the insurance agent who handles your car insurance?
50 Who do you buy your clothes from?
51 Who is your tailor/ seamstress / dressmaker?
52 Who do you buy make-up / cosmetics from?
53 Who did you buy your computer from?
54 Who fixes your computer?
55 Who fixes other small appliances?
56 Who is your travel agent?
57 Who is your printer?
58 Who did you receive holiday card from last year?
59 Who did you send holiday cards to last year?
60 Who is your car mechanic?
61 Who did you buy furniture from?
62 Who repairs or upholsters your furniture?
63 Who do you buy office supplies from?
64 Who do you see at your office building?
65 Who do you know in law enforcement?
66 Who do you in politics?
67 Who have you done business with in the past?
68 Who do you know at service organization meetings?( Lions club, Rotary, etc.)
69 Who do you know from a social organization you are a member of?
70 Who do you know from trade or industry groups that you belong to?
71 Who do you buy carpet, drapes, and appliances from?
72 Who are your old high school classmates who are still around?
73 Who are your old coaches that still around?
74 Who are your old teachers that are still around?
75 Who are your old school principals that are still around?
76
Who are your ols college fratenity/ sorority/ brothers/ sisters who are still
around?
77 Who are your old college buddies that are still around?
78 Who did you invite to your wedding?
79 Who are your neighbors?
80 Who is your jeweler?
81 Who repairs your jewelry?
82 Who is your photographer?
83 Where do you get your pictures developed?
84 Who do you know in your home owners' association?
85 What are the names of your co-workers from your previous jobs?
86 What are the names of your previous neighbors?
87 Who do you know from the day care centre?
88 What are the names of your spouse's past neighbors?
89 What are the names of you parent's best friends?
90 What are the names of your spouce's co-workers?
91 Who do you buy advertising from?
92 Who are the suppliers and vendors who come to your work place?
93 Who is currently trying to sell you something?
94 Who married you?
95 Who handles your communications equipment?
96 Who would lend you Rs. 10000 with a phone call?
These questions are designed to jog your memory!

Thank you for your time