As Real Estate Agents, we live and die by the quality of our lead generation.  Some are more successful than others.  After talking to some of the best in the business, these are 6 common mistakes that many less successful agents make with their lead generation:

1 – Not Defining Your Target Market
“Everyone is not your customer” – Seth Godin

Although this seems like marketing basics, it is amazing how many agents simply don’t effectively define their target market and use the “spray & pray” method.

You need to know who you are selling to.  Not just your target market, but also their personas.  Once you understand this, you can create targeted content that will speak to them directly.

2 – Failing to create personalised targeted content

It is one thing to effectively define your target market.  But you must use this knowledge to create content that adds tangible value to your target market.  You need to create content that appeals to them.  you need to get specific and answer your target market’s most important questions. 

What questions are you being asked? These are the questions that you need to answer with your content.

3 – Not Following Up

It is absolutely vital to follow up every single lead.  You must nurture them through the selling or buying (or both) process.  It takes an average of 8+ “touch points” to turn a lead into a customer.  So don’t give up after the first call or email – Stay with it and build the relationships.

4 – Forget the Hard Sales Approach.

Nobody wants to feel like they are being sold.  The harder you try, the less successful you will be. Instead, focus on providing valuable content to help your leads make informed decisions about their real estate needs.  It takes time to build relationships, and if you do a good job, when they are ready to do business, they will consider you.

5 – Not Testing and Measuring

Nobody has a crystal ball.  You must test and measure your results – and then test again.  The more you test and measure, the more effective your lead generation will be. Also remember just because something is working and providing an ROI today, doesn’t mean you will get the same results in the future. 

Yes, there are many more mistakes that we all make, but these are the top 5.  At eXp our Agents have access to continuous training and assistance programs.  If you would need some help with your marketing and lead generation talk to our support team at eXp Australia.

Author: Ken Hobson