Best Kept
LeadGeneration Secrets and Strategies
1.Rundirect responseleadgeneratorstomoveyour prospectstoaction.
2.Use technology,twitter,Facebook,autoresponders,Lead Capture WebsitestosiftorsortProspectsoutandintoA– B or Cleads.
3.Leadconversionisdone througheffectivefollow upandfollowthrough (thisiswhere autoresponders with prewritten emailcampaignscomes intoplay).The followupandfollowthroughisthedifferencebetween conversionand non-conversionofprospects.
4.Iuseaproprietarysystemfor followupandfollowthrough.
5.Presentcompellingbenefitsthatareself-servingtothe prospect.Speakto theirneeds.Their wants.Their pain.Offera solutiontotheirbiggest problem.
6. Formula= Problem– Agitate –Solve
7.Provide“Knock-your-socks-off”servicebyleveragingspecific service systemsthatwillallow youtohandlealarge listinginventory.
8.Use systemsandVirtualAssistantstohelpyoumake aQuantumLeap in your personalproduction.
9.Setupacommunicationsystemdesignedtosecure testimonialsandposition yourself todobusinesswitheveryclientagainandagain(Client Appreciation Certificate).
Several UniversalBusinessPrinciples
#1– Mostpeople DO NOTwanttobeSOLD.Ever!But,theystillwanttobuy. Create an environmentthatallowsthemtochoosewithoutbeingsoldor pressured. Never,ever closeagain!
#2– The Power of Testing.OnlybyusingDirect Response Marketingdoyou have the abilitytotestone compellingoffer againstanother.One headline vs. another.One call-to-actionvs.another call-to-action.
Of coursethere isawaytodetermine whatwillworkinadvance. Use surveysto askyour clientsandprospectswhattheyneedandwantthensimplymake iteasy for themtogetit.
Askthemthe kindsofquestionstheanswersof whichwilltellyoueverythingyou needtodoinorder toservetheir needs.Suchas,what doyoureallyhate/dislike aboutusinga realestate agentandwhattheylike aboutitif anything?Theywilltell youeverythingyouneedtoknowinordertoserve their needsIF…youaskthe rightquestions!
#3– Prospectsmust haveacompellingreasontodobusinesswithyou.Only whenyougive themenoughreasons (self-servingreasonsbeneficialtothem) willtheygrantyouan opportunitytoearntheirbusiness.
Theydonotdobusinesswithyousimplybecausetheyknowyouor knowwhoyou are.Youmustanswerthequestion,“Whyshould I dobusinesswith you?”
#4– You cannot beallthingstoallpeople.Tryingtobe allthingstoallpeople willdilute your valueintheeyesof the consumer.Targetspecific groupsrather thantryingtocommunicate toeveryonehopingsomeonewillrespond! Thisis wishfulthinking.
Itismucheasier for youtoinfluenceasmallsegmentof the marketthanthe whole world.Unlessof course youhave aCoca-Colabudget.
Knowwhoyour targetis,thenaim yourmarketingarrowsatthatgroup. Educate toinfluence that targetedgroup.
#5– Make it fun and easytodo businesswith you.Iftheyhave toworkat gettingthroughtoyou,theywillmove on.If theydonotunderstandyour offer or getconfused,theywilldotheir favoritethingwhichistodo…NOTHING AT ALL!
Nosecondchance.Mustmake yourmessage easytounderstandandgive them enoughreasonswhytheyshouldatleastconsider your professionalservices.
#6– Workonandnot “in”your business.It’stheonlywayyouwillgetfree of theday-to-dayhard work,isbyworking“on” andnot“in” your business.This is theonlywayIknowto workyour waybackward outof your businessandcreate a saleable assetwhile doingit.
Workonthe businessof growingyour businessvs.workinginyourbusiness where ittakesallof yourtime andeffort.Separate yourself fromyour business. YouARE NOTyourbusinessandyour businessisnotYOU!
#7– Theonlywaytoavoid tradingtime for moneyisbyunderstandingleverage usingsystemsthatdeliverconsistent,predictable,results.Withouteffective systemsyouwillcontinuetoreinventthewheeleverytimeyoudoanything.
Mostrealestate agentstrytobe greatsalespeople rather thangreat marketers.
Asalespersonsellspeople whattheyhave(suchastheir onelistingor themselves) A marketer ontheotherhandmakessuretheyhave whattheprospectwantsand
needs,thentheywill make iteasyfor their prospectsandclientstogetit. Accessto
EVERYhome currentlysalenotjustyour ownlistings.
Asalespersonissubjecttosmoothtalkersandsomeone offeringabetterdeal (discountedcommissionetc.),butamarketer canpersuadepeople toremainloyal because ofthe benefitsthatawaitthemforbeingloyal.
Youareactuallyin themarketingbusinessandeverylistingyousecure shouldbe professionallyMARKETED tofindthe “targeted” buyer for thathome because theywillpaythe mostmoney for it.
Doesitmatterwhichhome aclientbuysfromyou?Itshouldn’t,allowthemto selectfromeverypropertycurrentlyfor sale.Your jobistofacilitate andadviseon technicalissuesnottotrysteeringsomeone toyourlistingpurelyforthe sakeof youmakingmoremoney.Theycan see rightthroughthattactic.
PEOPLEDONOTCARE ABOUT YOU…OR ME!
Justbecause yougetyour name outthereor people knowyouexist,DOESNOT
meantheywillseekyououttodobusinesswithyou. Effective marketing…
- Talkstoandaboutpeople
- GivesitsprospectsREAL BENEFITS
- OffersProspectsa non-threateningwaytogetinformationrelevanttotheir currentneedsandwants.
- GivesProspectscompellingreasonstocontactthem.Because thereis
Somethingof Valuebeingofferedtothem.Realorperceived.
- Is not fearfulofofferingGUARANTEEDServicesinWriting!
The Purposeofgreat marketingisnottopromote ourselvesrather itisto
ATTRACTProspects. HUGEDifference!
WeattractprospectbyofferingthemSomethingof Value (SOV)basedonour knowingwhatitistheyreallyneedandwant.Whathasvaluetothemat thisparticulartime intheir life circumstances and relates to the services we can provide.
We cannotattractprospectsbysellingthem.
DirectResponse MarketingofferingtargetedgroupsSomethingof Value (SOV) placesallofthe focusonour Prospectsandnot onus.Theysimplydonotcare aboutus.
ThismotivatesProspectstoact ratherthanour attempts to manipulate theminto doing something.Whatworksbetter for you?Whichtypesof marketingdoyourespond to?
Prospectsneedacompellingreasontodobusinesswithyou.Unlessyouare the one thatgetstoeducate them,youdonothave aprayer of themchoosingyou.
Byeducatingthem,theysee youandthe servicesyouprovideashavingtangible, measurable and REAL Value intheirlivesatthatmoment.
The BIGGESTquestionsyoumustanswer,clearly,concisely,andwithobvious benefitsarethe questions,“What’sinit for them and why should they do business with you?”
This willcause your Prospecttocompare your servicestothe restofthe agents tryingtocompete fortheirbusiness.Inother wordstheysaytothemselves,“If I use thisperson’sservices, thisisexactly whatIgetvs.theotheragents,where Ido notseemtobeofferedanythingthatIwantandneed,noGUARANTEE or SomethingofValue!”
Youmusthave a USP!Unique SellingPropositionwhichclearlyarticulatesthe self-servingbenefitsyour Prospectswillavailthemselvesof iftheydobusinesswithyou.
Actually,youmusthavemultiple USP’s.One for eachtargetedgroupyouare seekingtodobusinesswith.
Youmustevokethe question,“Howdo youdothat?” from your Prospects.Doing sowillseparate youfromthe rest.
Butmostof allyourUSPmustanswerthequestion,“WhyshouldIdobusiness withyou?”
What makesyou different fromallof your competition?
The realpurposeof greatmarketingisnottotellpeople aboutyou.Itistomake people curiousenough,excitedenough,orsimplypersuade themthatyouhave whattheyneedandwantandwillmake iteasyfor themtogetit.PERIOD!
Law of Reciprocity– Says,if I give yousomethingandgive yousomethingagain andagain,youbecomeuncomfortable untilyoucanGIVE ME SOMETHING BACK!
Thisisthe wayyoucreate anenvironmentthatallowspeople to make theirown choices.Youallowthemtomake their owndecisions,intheir owntime,without ever beingsold or closed using tactics.
If youfollowthesegeneralguidelinesandrules, your businesswillsoar.I promise you,whenyoumake iteasyfor peopletogetwhattheyreallywantandneed,they willstandinline todobusinesswithyou.Iguaranteeit!
After all, aren’t we in the service business above all else?
Of course we are. Which means the only way to succeed in your “Service Business” is by making sure you find out what people want and need from you. Then, simply build your business to make it easy for them to get it.
This is the ONLY way to build a successful referral business. You must make sure the service you provide matches the service the desire and meets their needs and wants. This is true of every service business.
You DO NOT build a service business by asking your clients to fetch you their address book so you can pester them to do business with you. This is a proven process guaranteed to lead to disappointment only to discover years later that you do not have much of a referral business.
I get tired of seeing good people, like most real estate agents I meet. Like you. My guess is you care more about people than you should for your own well-being. But you can’t help it, that’s just the way you are wired up. There is nothing wrong with that unless you are following a path that leads you back to the starting point again and again.
People do not feel comfortable with telling you about their friends needs and wants mostly because you are a licensed commission-earning salesperson that must sell people something in order to earn a living. That is not something they would normally do to their friends. Do you?
The solution is to follow the system I have outlined, because if you do you will position yourself as a Trusted Advisor and not a commission-earning salesperson that is always selling something.
I want the very best for you. You deserve it. You work hard serving the needs and wants of many people. Now you know exactly how to do it the right way. The only way I know to assure that you make money necessary for you to continue to help people that are in need of your professional services.
rand smith