Agents: Do you need leads now? Read more!

sellers-laneA recent article appeared on the RIS Media feed that caught our attention here at Red Robin REALTORS®. We liked it so much, in fact, that we wanted to share it on our blog, with a little extra commentary.  Thanks, Travis Robertson, CEO and Founder of Robertson Coaching International and RIS Media for the great tips!

Success in this industry starts with one thing: your ability to generate leads. What if you could gain more clients and make more money off the leads you’re already getting? You would, right? It’s not as difficult as you may think.

Too many agents run around trying to implement every lead-generating activity they can get their hands on. They chase shiny objects (“SQUIRREL!”). They end up getting so lost in a multitude of products, programs and plans that they end up with lost money and little (if any) business.

The problem is this: The more you try to do, the less effective you become. Instead, what you need to do is focus your time and money on 2-3 major lead-generating activities that you are going to use in your business over the next 12 months. Then you need to master those few things rather than doing too many activities ineffectively.

OK, stop right here.  This is the very most important point of this article, so we’re restating it.  Choose 2-3 strategies.  Do them consistently.  Do them well.  Give them sufficient time to work.  Don’t get distracted by shiny objects.  Now, please read on! 

When choosing which lead sources to use, base your decision on the goals you set for your business. The sources you choose will depend on both how much money and time you have to invest. Make sure you focus solely on the things that are going to move your business forward.  Too many people rob time from what’s important in order to give it to activities that are nothing more than distractions. Let your competitors make that mistake—you stay focused.

If you need some guidance, these three lead-generating tactics are working extremely well right now. Two of them are great at generating listing leads and, if you’re like most agents, my guess is you’d appreciate more listing leads. Right?

1. Direct Mail Marketing—I know it’s old school, but it works. While everybody’s moving their business online, you can take advantage of hitting people in their mailboxes. Our inboxes and social media have become so flooded with marketing that using direct mail is the perfect way to get your message in front of people.  Agents ask me all the time if Direct Mail works.  The answer is Yes.  With this caveat — one postcard isn’t going to do it.  Plan to do at least 4-6 mailings over a 6-12 month period.  I’d rather see you do a smaller geographic area and hit them more often.  And, optimally, direct mail is in conjunction with other exposure — Do you have any other signs on the street? Is there a neighborhood publication or advertising opportunity you can take advantage of?  Is there a neighborhood event you can participate in? Is there a neighborhood Facebook group where you can gain exposure by posting and commenting?  The idea is that marketing “exposure” is best if people are seeing your message often and in more than one place.

2. Facebook Advertising—Facebook advertising is a great way to generate awesome listing leads. If you’re not currently using Facebook advertising, now is the time to invest a little bit of money to explode your listing inventory.

Here’s how it works: you run ads on Facebook targeted to people based on their demographics. The ads have a headline reading, “Curious what your home is worth in today’s market? Click for a free evaluation.” When the user clicks on the ad, they are taken to a site that provides an automated evaluation in exchange for their contact information and your job is to continue to follow up with value.  This process isn’t complicated, but it does take just a little bit of work on the front end.  You can hire a company to do this (like, or save some money and do it yourself.  With an Instapage account and and Active Campaign account, you can get this up and running pretty quickly and inexpensively.  

3. Strategic Calling—This is one of my favorite oh crap, I need leads now! strategies. Most agents have clients or leads they haven’t contacted in a while. Sound familiar? Here’s what you need to do: make a list of the hot leads from the past 6-12+ months. These are leads that were close to buying or selling but didn’t. Instead of calling them out of the blue to ask if they’re still interested in buying or selling, the key is to provide value. How do you do that? Call with an updated CMA for an old listing lead or new properties that fit what a buyer was previously looking for. Whatever you decide to do, make sure you are providing value.  I love this strategy.  It is quick and it works.  But, here’s the rub…you can’t just send them an email with the info. The key word above is CALL.  Pick up the phone and call.  And, I would go as far as to say don’t just leave a message. Send the info via email, then call them until you get to speak with them.  The personal touch is very important in this strategy.  And, guess what…..if they aren’t ready?  Ask them if they know anyone else who might be.

academylogoAt Red Robin REALTORS®, our agents receive regular training on how to implement these and other key lead generation strategies.  If you know you need to get focused on building your business and want to learn more, contact Melissa Wakamo, Principal Broker or Cherie King, Managing Broker for more information about our company.  We would love to speak with you!

posted: Oct 13, 2016 | No Responses

Posted by:  Melissa Wakamo

When Melissa Wakamo began her real estate career in 2004, her goal was to focus on her immediate area and get to know her neighbors. "I've had a lot of fun over the years helping my neighbors sell their homes and helping newcomers become a part of our community."

Melissa quickly became one of metro Atlanta's top producing agents and consistently performed in the top 1% of all Atlanta agents. By 2009, Melissa's real estate team had grown to include several agents and support staff, dedicated to providing exceptional service to buyers and sellers in Atlanta's intown neighborhoods.

In 2010, Melissa transitioned Red Robin REALTORS® into an independently owned boutique brokerage. Even in the tough real estate market during that time, Red Robin REALTORS® continued to outperform other small brokerages and was able to help buyers and sellers adapt to the rapid changes in the market.

In 2017, Melissa had the opportunity to merge the Red Robin REALTORS team with another like-minded boutique brokerage, Keller Knapp Realty. The two community-focused organizations bring together more than 100 agents, including 3 of the top 10 agents in metro Atlanta. With offices in Oakhurst, Ormewood Park and Midtown, Keller Knapp Realty and Red Robin REALTORS team are the top boutique real estate firm in Atlanta.

In her role as Managing Broker, Melissa provides agent training, marketing and strategic oversight for the Brokerage, ensuring that the brokerage maintains its focus and commitment to the intown market.

Melissa's active participation in various neighborhood organizations and charitable efforts, as well as her passion for antiques, cooking, and gardening, keep her busy and in touch with the community.

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