THE THREE KEY AREAS OF YOUR LEAD-GENERATION MODEL

There are three key areas in your Lead-Generation Model. First, there is the prospecting and marketing aspect, where you generate leads and move them into your inner circles. Second, there is the work to set up your database and feed it constantly. And, lastly, there is the systematic marketing to that database to generate new, repeat, and referral business. Let’s take a closer look at all three.

1. Prospect and Market The goal of your “achieve big” lead-generation program is twofold: to generate leads and to build stronger relationships for future business.

 Before we get into the details, let’s take a look at the Strategic Model for Generating Leads and Building Relationships

Let’s briefly walk through this strategic model. The General Public is just that—the people out there whom you haven’t met and who don’t know you. You will use a large variety of prospecting (you find them) and marketing (you attract them and they find you) sources to generate leads in this category. In our experience, there are two broad prospecting categories and eleven broad marketing categories from which to choose (see Figure 10). The market, your preferences, your budget, and your goals will usually dictate the types and total numbers of sources inside those categories you employ.

Chances are, if you are already in the real estate business, you still have a large number of lead-generation opportunities left to explore. Exploring all these options could leave you spread too thin. We recommend making a list of the prospecting and marketing options you currently pursue and then adding a number of those listed above. You may already be attending social and community events, but not focusing on lead generation while you are there. Ads used for one form of marketing can often be cheaply and quickly adapted for other formats. Look for ways to “kill two birds with one stone.” When you have your final list, systematize it. Create a written plan on how you propose to attack each of the areas over the course of the next twelve months. Set time aside for that task and chip away at it every week. Our interviews with top-producing agents clearly reveal that they purposefully employ a wide variety of techniques to a greaterthan-average number of sources. Think of it as diversifying your leadgeneration portfolio.

The multiple methods and sources will not only bring you more business in prosperous times but will also diversify and help protect you during uncertain times. The Target Group consists of people you haven’t met and don’t know, but it differs from the General Public in that you have targeted them as people with whom you’d specifically like to do business. As a result, you will implement a very specific marketing campaign to the Target Group in order to generate business leads from them over time. The Met Group are those individuals who know you because you have met them either in person or by phone. Your goal is to launch a tighter, more directed marketing campaign to this group, in hopes of building a really strong relationship and generating more business per person than from the Target Group.