The “What” of Lead Generation Best Practice
You want maximum return on your lead generation investment. By understanding the “why” and the “who,” as we discussed in our two previous articles, you do three things; you:
- Separate yourself from the majority of Realtors who simply focus on a general “what.”
- Provide yourself with the perfect foundation for your marketing and lead generation so you get great results.
- Multiply the responses you get to what you say and do, because your “message” resonates more closely with more potential clients, so the leads flow more surely.
In these three articles, we explore the “what” in detail. Remember, you do not have to do everything we cover. We want you to understand it in detail, but your goals and circumstances will help you decide which parts you run with. Your franchise and Broker may do some of what we cover, so you won’t have to. By understanding best practice, though, you will be able to more easily decide how to use what your company provides, so you get the best results.
Sources of Lead Generation
There are five main lead generation sources. Best practice focuses on generating leads from all of them. You decide which to focus on first. This is not another way of saying you market to “everybody,” it is a way of making it very clear you have immediate and longer-term options. You want your lead generation system to help grow your business now and in the future. Leads come from people who:
- Want to buy or sell property now, and need a Realtor they have confidence in.
- Want to, or may, buy or sell property in the future, and either want to prepare properly, so they get it right, or want to gather useful information to learn more about real estate.
- Know someone else who will benefit from working with you.
- Want to learn about real estate in general, the current real estate market, future market trends, and who want to maintain their relationship with you.
- Want to help you in some way because they know, like, trust, and respect you.
What you send to these different sources is all part of best practice.
What is the “What” in Lead Generation?
“What” falls into the general and the specific. You come into contact with potential leads whenever you spend time in your market areas. By being useful to your subdivision, visiting at your club, supporting your children’s school, working for the charity you support, etc. you are doing more than just being useful and doing what you want to do. You are automatically demonstrating your likeability as well as earning trust and respect.
The general element is automatic because you are doing what you want to do. Others notice and form opinions about you, what you do and how you do it. When they receive a marketing piece from you, it will mean more to them than if it comes from “just another Realtor.”
The specific part is that you are a Realtor who focuses on generating leads from your preferred geographic and demographic areas. You want your marketing material to generate leads by:
- Attracting the people who receive it.
- Interesting them, so they think about responding in some way.
- Motivating them to move from “interest” to “action.”
- Continually building interest for those who have not acted, so they do act at some point.
This is a simple logical set of steps known as A.I.M.A. (Attract – Interest – Motivate – Act) and it is something that most marketing non-professionals either do not understand or they simply forget about. When you follow A.I.M.A. your marketing will stand out when recipients compare it to other material they receive from other Realtors.
The A.I.M.A. Steps
You want everyone to find your marketing material attractive.
- They will be attracted, initially, because it is from you. They will be attracted by what they already know: your name, picture, motto, etc. You also want to attract them with either a headline (a question, a powerful statement, etc.) or by a clever visual of some sort, and good choice of color.
- Take them from “attracted” to “interested.” This is where your headline or visual plays its part. The whole purpose of “interest” is for the recipient to want to read, listen or watch whatever they have received. You then build interest with your content.
- When they are interested in the content (and, as every marketing guru will tell you – content is king,) they will be motivated to act.
- The action they take must be clear and simple, and you must tell them exactly what to do. Here are a few examples:
- Call me on (your number) now (immediacy) and I will send you/arrange for you/etc. (benefit.)
- Click this button, now, and I will . . .
- Go to (your website URL) now, and download . . .
Get Their Permission
It is always best to get someone’s permission before you send anything either by mail or online. Half the population (Detectives and Team Players) can feel uncomfortable if they get something unsolicited from someone they know. If someone feels uncomfortable, they are less likely to become a prospect or to send you a lead about someone else. Most Socializers won’t mind, some Directors won’t, but some will take it as a sign of disrespect for them because they didn’t give you permission.
Getting permission is part of the “how” that we cover later on.
By being “you” and doing what you want to do, you get noticed in the same way that you notice other people. You want everyone to feel good about receiving marketing material; you want them to immediately relate it to you, and you want them to find it welcome, interesting and valuable. Everything you send should follow the A.I.M.A. steps, and you should always have a call to action of some sort to get maximum results.
In our next article, we discuss how to get the most responses from both unsolicited and requested marketing material. If you are considering a real estate career, you must pass your state exam, so please contact us by clicking this link, now.