How to seek out the warm leads no one else is harvesting
Warm leads are definitely a win-win. As a real estate agent, you can ensure your valuable time and money is spent prospecting to people who are interested in your services, and it also lessens the harsh reality of cold calling to those who don’t wish to hear from you.???
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But we all know warm leads aren’t so easy to come across - unless you have a crystal ball to predict the future. Or, could it be that they have always been sitting right there, but you haven’t had access to the right tools and strategies to find them???
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We like to think it’s the latter, which is why we’re sharing our top tips on how you can edge out your competitors and uncover more warm and also not so warm leads (without the help of a fortune teller).??
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Build a strong brand presence?
Because warm leads are people who are familiar with your brand, but aren’t actually customers (yet), it’s important that you have an extremely strong brand presence in your ideal marketplace. This allows you to become an ‘attraction-based’ business, whereby all of your marketing activities bring clients knocking on your door - as opposed to the other way round.?
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There’s a lot that goes into building a brand, and it can feel like an uphill slog sometimes. But by engaging in the following activities, overtime you will see results.???
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Host a housewarming party?
What do you think your vendors or successful buyers would say if you offered to throw them an all-expenses paid housewarming party? It’s a little outside the box, but has the potential to make you stand out in a room full of warm leads.??
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Again, don’t see it as an opportunity to pitch a sale, but softly, softly - you’re likely to be highly recommended to their friends and family.???
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Relab Prospect
This one is a new tool on the scene, built by our team here at Relab. Called Relab Prospect, Real Estate Agents can search for potentially golden nuggets that no one else is finding!??
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You’re able to filter for property details - such as recent building or resource consents, as well as property listing details (current or previous listing, how long it was listed for, listing price). Then of course there are the general property details like title, zoning type, CV, land size and land value ratio.???
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Effectively, this can provide you with a full search criteria to gain more accurate leads. For example, if a house has been on the market with another agency, but hasn’t sold, that would qualify a warm lead for you.??
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It also helps you to identify expired listings - where the home has not sold - a potential new opportunity!???
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Work your CRM?
Your CRM should be seen as a gold mine for warm leads. These are all people you have spoken to before, as well as satisfied clients you’ve worked with - so keep in touch to stay top of mind. And there’s all sorts of creative ways to do this.???
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It is important to segment it where possible, as everyone will be in different stages of their home buying/selling journey. And you don’t want to be pitching your services to someone you’ve literally just helped to buy!??
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And don’t be afraid to ask for referrals, especially from extremely satisfied clients. They can be a whole lead marketing machine on their own, and they don’t cost a thing. It’s estimated that 40% of people will use an agent who was referred to them by someone they trust, and 91% of people would use their agent again and recommend them to others.??
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Focus on pain points?
When it comes to sales - across all industries and businesses - what you’re looking to capitalise on is someone’s pain point. A pain point is something that they need solved, and if you’re able to prove how you can do that for them, they’re far more likely to buy. And it’s what helps you stand out from the crowd.??
A potential client might see that there are 20 agents to choose from, but they have a very specific problem - so how will they know you can help with that? It could be advice for separating property in a divorce settlement, assisting with a deceased estate, understanding the care needed to help move a homeowner into retirement care.??
At the end of the day, people want personalised care for their particular pain point, and they are going to choose the service provider who can take care of that. Know what your target market is struggling with, meet them there, and the warm leads will come.??
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Get out in your community??
Being a part of your community is a key way to bring in warm needs. It does go along with building a brand presence - kind of. What’s crucial though is that you aren’t doing it just to sell/network/hand your business card out to everyone you meet. People will see that a mile off, and it won’t work in terms of establishing relationships and trust.?
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Just keep doing what you’re doing, meeting locals, socialising, joining groups and taking a vested interest in who people are. After time, you’ll find that organically you will gain referrals, not because you actively asked for them, but because you are an important part of the community.??????
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Sure, some of the above strategies are slow burns. But real estate is all about building trust and that does take time. Use everything at your disposal to keep chipping away at your market, and warm leads will soon become the norm.??
[Article first published over at Relab.co.nz]