Every Realtor I have ever met and/or worked with wants to get more real estate leads. Better leads... More responsive real estate leads. What is the best way to make that happen? It isn't more networking... It isn't traversing the neighborhood knocking on doors... It isn't SEO (search engine optimization)... It isn't chaining yourself to the phone and making cold calls from morning until night... It isn't more signs, postcards or flyers... It isn't even the internet or any other technology... The answer to getting more real estate leads is this: "Find a starving crowd and give them food." That will get you real estate leads by the hundreds. Once you get the "food" that your prospects are dying to eat, that is when the search engine optimization, Google Adwords, email campaigns, direct mail and other marketing devices come into play. Those are the tools you use to deliver the "food." So what is this magic "food?" It's your U.S.P. - your Unique Selling Proposition or Unique Sales Position. Basically, it is what makes you different from every other Realtor in your market. It is the reason why people should work with you and not the next Realtor that comes along. It sounds simple, but most Realtors out there are running their business without a real U.S.P. If you don't have one, you run the risk of quickly becoming a commodity, and that is not a fun thing to be. I am sure my clients are somewhat puzzled when we begin working together, because they expect me to jump in and optimize their website or give help writing their next ad or increase the profitability of their Google Adwords campaign. Most times, however, the bulk of the work we do at the beginning is on marketing fundamentals. That is the hard work. That is also the smart work. It is the most leveraged work any real estate professional can do to generate more leads. Once you get the fundamentals straight, however, using tools like your website, autoresponders, email campaigns, online press releases and search engine optimization become much, much more effective and profitable. So take the time you need to define your U.S.P so that it is crystal clear to both you and your prospects. Your U.S.P may come quickly or it may take you a few weeks of thinking to come up with the best one. Here's a question to help you get started. Answer this and you will be off to a great start: "Why should people do business with you vs. any and EVERY other option available to them?" Now after reading this newsletter, you might say to yourself, "This is common sense... Everybody knows this..." If you look at the bank accounts of those who "know" what to do and then take a look at the bank accounts of those who take that knowledge and act on it, you will see quite a difference. The world rewards doers. So don't wait another minute to get started. |
