You have probably noticed the yawning gap between great lead generation and the other common placed efforts, yes? You have wondered why some agencies seem to repeatedly hit the mark while others continually fall short? well you are not alone. The number one question we hear from experienced agents is how can we help with getting their lead generation working properly.
So why is good lead generation so important and why does Easy Agent’s lead generation work when others fail?
To answer this question we need to understand the main 4 reasons agents need lead generation:
Lead generation allows you to target your desired customers at different demographic locations and collect important information about prospects, their needs, and their preferences. That can help you tailor the value of your product or service to meet their wants, needs and/or interests. But, it’s not only about the number of leads. At Easy Agent we define our ICP (Ideal Client Profile) before we start the process to ensure we target the correct audience.
Brand awareness is a measure of how well your brand is known within its defined markets. The more the people that have heard about your brand the stronger your reputation is and the greater your profit potential will be. Lead generation educates people in your target market about your product and its features, thus creating an opportunity for ‘word of mouth’. Lead nurturing is the process where you begin to build relationships with prospects in every stage of the buyer’s journey and sales funnel by using the relevant content. This is a very powerful strategy because this gives you the opportunity to build trust and credibility with your desired target audience by showing them that you’re an expert in your niche.
Statistics show that over 55% of B2B marketers spend more than half their marketing budget on lead generation. One of the most important benefits of this strategy is increasing sales of your product/services. Real Estate Agents that use lead generation are more likely to make more sales by turning leads into full-fledged customers. Although building the relationship organically is always better, lead generation can be an exceptional and faster way to profit and scale.
Since advertising is a requirement for a successful real estate agent, it is important for agents to select the smartest marketing strategy(not necessarily the most popular, such as portal feature upgrades) that will be cost-effective and produce better results. Easy Agent lead generation offers agents that option. Lead generation can be extremely cost-effective. Leads vary anywhere from under $5 or upto $100 per lead depending on price and quality. Pricing is usually connected to the difficulty in acquiring the lead. The rule is — the easier to a source, the lower the price. Usually, higher-quality leads bring higher conversion rates.
The problem with internet leads is that most agents are looking for instant gratification which is quite impossible. The 0.1% of agents who are crushing internet leads are spending thousands of dollars monthly buying those leads and hundreds of dollars a month on sophisticated follow up software and strategies designed to generate trust, even before they attempt to ask for business.
So, in order to get new business, your primary focus should be to give value to homeowners in your community and not ask for anything in return. At Easy Agent one of our funnels we create is a one-way value driven 90-day campaign and then focus on asking for business from these homeowners. It works extremely well.
About the author
Monty Van Dyk is founder and CEO of Easy Agent and Lead Funnels Australia, headquartered on the Gold Coast, Queensland with agents in Brisbane, Sydney and Melbourne. Under Monty’s guidance and leadership, the team has sold thousands of homes in the past 18 years, performing exceptionally regardless of changing market conditions.
Before moving into real estate in 2002, Monty was a mechanical engineer for ten years. He credits the success of Easy Agent to the culture of learning and growth. His commitment to innovation has placed him in the top agent mastermind of real estate in Australia.
When he is not coaching or speaking, Monty is enjoying time with his family, playing music or training for his next IRONMAN triathlon. He is originally from Cairns, Queensland.