All too often I see real estate agents get that deer-in-the-headlights look when it comes to lead generation. The first step is to turn the question around: Where did your last sale come from. Or more specifically, your last several sales?
The answer is surprising. Nationwide, more than half of real estate sales come from previous customers and their friends.
Or, as the Brownie Scouts say: Make new friends, but keep the old. One is silver and the other’s GOLD!
And gold it is. At Roger Martin Properties, staying in touch with previous customers is the Golden Rule. We are a referral-based firm. Over eighty percent of our business comes from satisfied customers and their friends.
Many agents assume (incorrectly) that there is a magic marketing bullet out there that will bring them customers. They yearn for a splashy TV ad, or a big newspaper spread. The truth is actually closer to home. Statistically, it is not a stranger who will be your next customer. It will be someone you already know.
So every real estate agent must keep a list of top customers. You will need names, dates, addresses, phone numbers, and emails. It takes hard work to pull this list together, but once you do – you are ready to start mining for that gold.
With list in hand, make a plan for contacting these folks regularly. If your list is short – that’s great news! This means you can reach all your people personally. Think about a lunch or dinner date, a phone call, or a personal note or card. If your list is longer – well, that’s great news too! Now you have the opportunity to use newsletters, magazines and postcards to reach your customers regularly.
In any case, the idea is to touch base frequently and consistently. Dedicate time to this important lead generation step every week.
You’ll be amazed at the results!