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The Lead Generation Machine

by Dirk Zeller

We are in the lead generation business. If you want to take control of your life and your business at a greater level you must set up a system to generate great quantities of leads. By always having great quantities of leads it will allow you to be highly selective in the people you work with. The truth is you will only be able to help a handful of people with regularity. These handfuls of people should be the best and most motivated clients and the ones that are sold on you and your system.

If you focus on being a lead generating system you will not have to rely on others to refer business to you and you will reduce call reluctance.

By using the new technology in the automated ads industry you can create leads 24 hours a day. This helps you to create three to five times as many prospects than if they would have called your office. The reluctance of the consumer to call you is removed. You will then receive their phone number to return their call.

The key is to position yourself at the front of the line. You want to run point in this arena. You want a steady flow of consumer direct leads.

You need to illicit your team of affiliates to participate and pay for this service. You can do a mini-commercial or brought to you by ABC Mortgage, AAA Pest Control, A-2 Title and Escrow Company. You can pay for all or a major portion of this service by well-placed affiliates' mini-commerce deals.

If you work jointly with your mortgage partner you can create tremendous response. If you can advertise and create a plan for people to call your mortgage partner, you will remove even more reluctance. The truth is that buyers will always look at us as salespeople. That is unavoidable no matter how we position or package ourselves to some people. Your mortgage partner can be looked upon as a consultant by the buyer. This will enable your mortgage partner to have the inside fast lane to commitment by the buyer. Do not fail to enlist the power of your mortgage partner.

Seven Strategies for All Capture Technology

Maintain the system so it works well: Constantly updates your system with new information and services. Also checks that there has not been a problem with the technology. You want your prospect to continue to call you for your services. They will not call if it is not working properly.

Track and know your numbers efficiently: Track your number of "hits" per listing, total "hits" per week, and what types and areas are receiving the most response. Track the number of appointments you set from the number of contacts you make. Then the number of actual sales versus the appointments set. This will enable you to plan the return you can expect against the work and cost. You will also be able to give solid feedback to your listing.

Callbacks must happen within 24 hours: The truth is people will not remember that you called unless you list them right away. The longer you wait the success rate of setting an appointment dramatically reduces.

Scripted questions to find out about the prospect: If you are not well scripted you will spend too much time on the phone before you find out if you can help them or not. You need to be able to articulate a valid reason to set an appointment with you at your office. You cannot help them all. You are only looking for the best ones.

Contact your clients every day: Once you have received their commitment to work with you, you need to call them every work day. By regularly contacting them you will keep them in your corner. They will understand quickly that you are looking daily for their new home. They will not question your intention and focus to help them achieve their dreams. They will not speak with another agent again.

Create more value in your mailboxes: Other mailboxes that are not just property descriptions. There are services and information you can offer them such as "How to prepare your home for sale", "What to look for in an Agent who is going to sell your home", and "What really sells your home." This will provide information to your prospects and create a higher level of credibility for you. You will also gain more information about your prospect. If your prospect is listening to "How to Prepare Your Home for Sale" you know they are thinking about selling.

Do not neglect your mortgage partner: They can be the key for vast amounts of new business. This alliance can be fruitful for both of you. They have a much different public perception than realtors do. Use this to your advantage.

Do not neglect to tap into the technology that will enable you to be a lead generation machine.

Also See:

How to Handle Objections

Getting Your Prospect to Go the Distance

A Bad Lead Takes You Nowhere

How to Protect Your Gold Mine of Past Customers

Published: January 11, 2000

Use of this article without permission is a violation of federal copyright laws.

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Dirk Zeller is an Agent, an Investor, and the President & CEO of Real Estate Champions. His company trains more than 350,000 Agents worldwide each year through live events, online training, self-study programs, and newsletters. He's the widely published author of Your First Year in Real Estate, Success as a Real Estate Agent for Dummies^®, The Champion Real Estate Agent, Telephone Sales for Dummies^®, and over 300 articles in print. You can get more information by visiting RealEstateChampions.com.

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