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Sign into your accountBuilding a Seller Lead Funnel
April 28 2017
In a conversation yesterday with a large brokerage firm, we discussed a $250,000 online ad campaign that was directed at generating buyer leads. If the vendor had not quoted a $100k price increase over the previous year, the client would have simply stroked the check for $150k without a meeting, as they had done over the past 13 years. The massive price increase caused them to rethink.
What came out of the conversation was a brainstorm for innovation around developing seller leads. The brokerage supports and coaches agents around the common stuff – door knocking, farming, telemarketing, etc. What can they do differently?
It's a Seller's Market
The United States is in a seller's market. Inventory per population is at an all-time low. Interest rates are extremely low. If it were not for rapid price inflation, days on market would also be at an all-time low. Agents do not really need to do all of the marketing they are doing today to find buyers. Simply put them in the MLS – the very best place to market a property to homebuyers.
Developing Your Seller Lead Strategy
CRM
The cornerstone of developing a seller lead strategy is broker CRM. When more than 80 percent of an agent's business comes from repeat and referral business, staying in touch with the people you know and past clients is vital. Buying a CRM is the easy part, but it is an empty vessel.
Agents need to enter their contacts. If a broker expects agents to hand enter contacts, I have bad news for you. It will not happen. The number one requirement of any CRM is connectivity to the broker's email and address book solution. Agents have their contacts in the address book of either Gmail or Outlook. A CRM that connects to those systems will use APIs to pull over the contacts automatically.