Real Estate Lead Manangement: Leads Start in the Nursery

Broker Cafe
Published: 03/25/2012
Posted by: RET Staff

Throughout my career, I’ve seen the same mistake over and over again regarding real estate leads. People become merchandise. Real world, warm-blooded folks--with all the furrowed brows, foibles and ulcers as us--visit internet real estate sites to embark on a search to find a home for their families.  Too often, in our hyper efficiency to capture their essential data and sell them (multiple times) to highest bidders, we reduce these people to numbers and commodities.

Successful, real world lead generation goes beyond the initial hook. It’s not dependent on a momentary smash-and-grab approach of hoping someone clicks our widget, banner, or other ephemeral marketing front-end. It’s about value. And nurture. It’s about customizing an offer to that person that they find valuable today. And tomorrow. It’s about giving them something they really value--and inviting them to come back for more. And when they do--they learn to trust. In their eyes, you move from “faceless drone” to a friend. Friends ask something of you after they give something to you. Exploiters ask for something from you immediately and (maybe) return the favor.