3 Lead Gen Mistakes Realtors Make Far Too Often

As a real estate agent, lead generation is the name of the game. The more leads you have coming into your pipeline, the more opportunities you have to acquire clients and listings. The only problem is that most agents – even experienced ones – make massive mistakes that prevent them from bringing in the volume of leads they need to be successful.

If you can avoid making these same mistakes, you’ll increase your chances of becoming a high-producing agent.

Here are three of the top mistakes you should avoid:

Mistake #1: Building Out a Full-Fledged Social Media Strategy

It’s easy to confuse the idea of being busy with actually being productive. However, these are not always the same. Busyness often looks like productivity, but doesn’t always produce the sort of results you need to justify the input. In terms of real estate lead generation, we often see this with social media.

Social media looks fun, exciting, and necessary. And while some agents have certainly found their own niches on social networking platforms, this isn’t an area where you want to spend 5, 10, or 15 hours a week.

If there’s a platform you like – such as Instagram – there’s nothing wrong with developing a profile and sharing some posts. But what you don’t want to do is double down on Instagram, Facebook, Twitter, LinkedIn, Snapchat, TikTok, and YouTube all at the same time.

Not only does this increase your workload and take up a lot of your time, but this sort of far-reaching strategy typically produces diminishing returns. Without a team to manage each of these profiles, you won’t be able to generate much of an impact.

The moral of the story is to focus on quality over quantity. If you’re going to rely on social as part of your lead gen strategy, pick one platform and focus your energy on that. Avoid spreading yourself too thin, which usually leads to shallow prospecting.

Mistake #2: Ignoring the Power of Print Marketing

We all fall victim to getting caught up in the glitz and glam of digital marketing. And while digital certainly plays a key role in any high-producing agent’s lead gen strategy, it’s not the only show in town. To avoid print marketing is to miss out on a huge piece of the puzzle.

Print marketing might seem archaic, but it’s actually very cost-effective and high-returning. Take postcards as an example. You can print turnkey real estate postcards for just 70 cents per card (including postage). That means you can reach hundreds of potential leads every month without breaking the bank.

Mistake #3: Failing to Map Out a Lead Pipeline

You have to be intentional and strategic about your lead generation efforts. A shotgun approach isn’t going to consistently produce results. What you need is a lead pipeline.

  • Stage 1: Lead. At this point in the game, the individual is a stranger. You don’t know them and they don’t know you. However, they show signs of potentially being a prospect. The goal is to make them aware of who you are.
  • Stage 2: Prospect. A lead turns into a prospect when they show some interest in what you have to offer. The goal here is to continue nurturing until the prospect becomes a client.
  • Stage 3: Client. A prospect becomes a client when they sign an agreement to work with you (either as a buyer’s or seller’s agent). At this point, your only goal is to make sure the client is satisfied and to help them complete their transaction.
  • Stage 4: Post-Sale. Once the client’s transaction is completed, they enter into the post-sale portion of the lead pipeline. During this stage, your goal is to nurture them so they can either become a repeat client or a good referral partner.

While having a “lead pipeline” might sound too formal or involved, it really comes down to creating a four-stage funnel. Each prospect starts in stage one and proceeds through the pipeline until they (hopefully) reach stage four. In each stage, your marketing efforts will look slightly different.

Give Your Lead Gen Efforts a Boost

Lead generation tactics and best practices are constantly evolving. Having said that, the basic underlying principles are timeless in their applicability. If you want to give your lead generation efforts a boost, it starts with avoiding these three mistakes and using your energy and effort to implement the right tactics.

the authorABHIYAN
Abhiyan Chhetri is a cybersecurity journalist with a passion for covering latest happenings in cyber security and tech world. In addition to being the founder of this website, Abhiyan is also into gaming, reading and investigative journalism.

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