However you get your leads, whether by referral, website, blog or paid-for leads, unless you USE them, you tend to lose them. Our market is the perfect storm for lead loss. Why? It's simple. With reduced patience and the insistence of a higher level of service, consumers are no longer willing for "good" or "good enough." So, let's take a look at some ways you can turn "good" to "excellent" in the year ahead.

1. Understanding lead incubation. It starts with a desire to consistently stay in contact with a lead, whether self generated or purchased until it results in a transaction. Sound easy? It's not; it takes a carefully crafted system, marketing creative and a lot of patience. Consider an internet lead first. It may have potential, but more often than not, it's not a instant "done deal." Some are just curious about their market. Others are simply seeing what they might sell their home for today. Still others may not be ready to transact for years. However, by connecting with these possible buyers and sellers month after month you incubate or "warm the lead" until that consumer feels comfortable enough to reach out for your answers and trust you enough to do business with them.

2. Match your message to your market. Stop talking to consumers as if they are all the same. Sellers want to know what it means to their financial bottom line if they sold their house, what the process is, how long it would take, and the big question for many -- what will you do differently than everyone else? Buyers want to know how to get the most house for their money, what their financial options are, and where do they get their down payment?

3. If you tell them, they will come. Imagine if you take the time, every month to stay in touch with your prospects with relevant information. If you were that lead, how would that make you feel? How many of your competitors do? Not many, I venture to say. Salespeople are historically poor at this necessary component which is probably why the top producers are such a small percentile. Change your thought process (and your presentation) as not just a real estate expert but a marketing expert as well. It's a mindset that will serve you well. Capture the series of messages you want to convey each month then drop into a system that makes that process fast and efficient. While taking that step may seem daunting to you now, your bank account and family will be eternally grateful!

4. Patience is a virtue (and also profitable.) As I said, most lead incubation strategies are not overnight successes. That's why their leads and not customers! Put in the time, make the effort and stick with it, the rewards are great, and with a terrific system, they work is little. Make it part of your overall marketing plan. Use it to show sellers how actively you are will work to find the right buyer for their home. Use it with buyers to let them know how vigorously you are searching for the right home for them. Use it, please to keep your pipeline consistently full as you "turn up the heat" on your "warm" incubated leads as you continue to add new "cold" leads to your powerful system.

Hopefully you picked up a few ideas or at least a better understanding of what lead incubation has to offer. It keeps your pipeline fresh while you stay focused on prospecting, presentation and closing! Good luck to you and please, contact me should you have any questions on this or additional products and services. We're passionate about your success.

Published: April 30, 2009

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

Julie Escobar is Director of Corporate and Convention Marketing for ProspectsPLUS! Julie has more than 20 years of sales and marketing experience in the real estate industry. In her current position, she provides fresh ideas, products and tools for the training team and valued clients of Bradenton, FL-based ProspectsPLUS! Get more of her tips, tools and strategies each month in the free Master Marketing NewsletterTM from Prospects PLUS! Visit www.ProspectsPlus.com, call Julie at 1.800.287.5710, or e-mail her at to learn more today!