I wanted to start out this week’s post with an oldie but goodie, old school proverb.
“Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime.”
Before I started writing this article, I thought about which Lead Generation tactic was the best to share with you. Then, as I started my process it hit me.
Why not just share my process for lead generation?
I have created a PDF template with all the required elements that you can fill in yourself. Just use it to create your own lead generation ideas.
Let’s talk a bit about Lead Generation before we get to this form.
Lead generation is the highest paid activity in business. Why do you think CEOs make so much damn money? These are the men and women who know how to get new customers in the door. Without new customers in the door, a company cannot survive. (CEOs earn 354 times more than average worker)
Lead generation can be done from anywhere. Yes, even from a hotel room in Cancun Mexico or a condo in Dana Point, California.
(The latter is where my family and I stayed for 2 months while we escaped the “2014 Ohio Polar Vortex”).
Being the “Lead Generation role” of my company instead of the “Home Showing and Listing appointment role” allows me the ability and mobility to do this.
Lead generation is a transferable skill. What I mean is that lead generation practices used to generate a home buyer or home seller are the same processes used to generate a lead at our Virtual Staffing company (Cutyourpayroll.com)
This means that if you want to try your hand in a business down the road that is outside of Real Estate, you can do that.
Time is money so let’s get right to the template instructions.
Template Instructions and Overview:
Market: Fill in the blanks to describe the key characteristics of your target buyer. Age – Income – Interests – Tenant vs. Homeowner – *Family size – etc – etc. If we are going to spend $100.00 to reach 1,000 people, we want it to be THE RIGHT 1,000 people.
* It’s important to know as much as we can about our market. Here’s an example of targeted marketing: Expectant mothers in retail are considered the holy grail. They buy many large items as well as consolidate their shopping at one place. They will buy their milk and cereal at the same place they buy their diapers and formula, even though it’s more expensive. They are tired for crying out loud- why hit another store with baby in tow? Target retailers actually tracked purchases of expectant mothers. They are so good at this that they actually figured out which items expectant mothers purchase PRIOR to the expectant mothers even realizing that they are pregnant. FACT. Target uses this information to their advantage and target market to their expectant mothers.
*It’s important to track the trends. For example, a change in family size is an excellent reason to start searching for a home. Or maybe a baby boomer is looking to downsize so they can have some more money to travel.
There are companies that sell lists of the target market you are looking for. Here is one I have used with good success. InfoUsa www.Infousa.com. (no affiliation whatsoever, I just like them. Be prepared to negotiate, they shoot out high prices).
Message: Fill in the 2 blanks. Headline, then sub-headline. The headline has got to grab them in the first 5-8 seconds or you will miss them. The sub-headline is just to bring them in closer.
The message must be razor sharp and targeted just for your market. Let’s use the example of – “A Baby Boomer Downsizing Home Seller.” Our message is going to SPEAK TO THEM. If the headline does not get their attention then our campaign is going to fail.
Problem – The kids are gone, now it’s just us in the house. I’m getting bored with working in the yard every weekend. Now that the kids are gone, we want to travel more and have a less demanding home. ETC. ETC. ETC.
Solution – Sell the home for top dollar. Turn the home into an income stream and rent it out. ETC. ETC. ETC.
Benefit / Unique selling proposition (remember, we are just trying to generate a lead). – This is where we are going to expand on the solution a bit.
“8 Tips on preparing your home for sale.”
“Turning your home into a hassle free Atm machine.”
“How to lease your home put the profits in your Self Directed IRA tax free report.”
“Your home sold in 30 days or we will buy it.”
“We buy homes cash. Discrete offer on your home within 48 hours.”
ETC. ETC. ETC.
Remember, we are not trying to sell this stranger in an email. We are just offering enough information to get their hand raised.
Media: Fill in the 2 blanks for your methods of getting that message to your market. Facebook and Twitter? Snail mail and Seminar? Etc. Etc.
Where is your market trolling around that they will see your message? Are you looking to get Millennial Buyers because they are the next big thing? That’s great. Do you think you are going to get anywhere with a snail mailing or Facebook campaign or phone call? Maybe, but you won’t get the best results possible.
1. They don’t give as much credit to snail mail, they are tech/online kids.
2. They prefer to communicate via Text Messaging not Calls.
3. They prefer Instagram and Twitter over Facebook.
4. They prefer to do their own research online and then choose an agent at the
last possible moment.
5. ETC. ETC. ETC.
Measure: Again, simple fill in blanks.
Are we investing our time or money, or both? How much?
Possibly the biggest field is “Rate of Return”. Once we know our rate of return, we can predict with ease, if I spend $1 I will get back $3 or $4.
It’s important to track so that we can send our money in right direction next time.
That’s what it means to be an entrepreneur. Moving resources into the highest areas of return in a business.
Marketing, Prospecting and Lead Generation is not a “One and Done” game. It is an ongoing process where we learn what works and do more of that.
As long as you track your results, you can always improve your results.
Feel free to comment and ask any questions. What kind of campaigns have you launched and what are the results?
Daniel Keltner, CEO/Founder