1. business and industrial
2. advertising and marketing
3. telemarketing

FOLLOW
TALK
blog.kw.com/livefeed
#KWFR #KWRI
Focus Your Lead Generation
on Listings!
Steven Schlueter
Steven Schlueter
Round Rock, TX
BOLD Coach
KW MAPS Coach
2 Focus Your Lead Generation on Listings!
#KWFR
Please complete an evaluation form
found in the back of your program guide.
Focus Your Lead Generation on Listings!
3 Focus Your Lead Generation on Listings!
The Power of One
by Gary Keller
What’s Under the Hood?
Question
What’s “under the hood” of a great real estate
career that keeps it successfully running and
running and running?
Answer
Lead Generation
4 Focus Your Lead Generation on Listings!
The Power of One
Time on the Task over Time
by Gary Keller
• What’s the deciding factor in becoming the best?
• Talent? Intelligence? Motivation? Personality?
• Effort!
The Performance Formula of Champions:
Consistent time put in on a specific task over an
extended period of time..
5 Focus Your Lead Generation on Listings!
How to Get off the Real Estate
Productivity Roller Coaster
6 Focus Your Lead Generation on Listings!
Prospecting: The Critical Puzzle Piece
P
Myths and Truths
7 Focus Your Lead Generation on Listings!
Prospecting: The Critical Puzzle Piece
Myth 1
Prospecting means contacting people
you don’t know.
Truth
Prospecting = Meeting people and building purposeful
business relationships =
A strong real estate business.
8 Focus Your Lead Generation on Listings!
Prospecting: The Critical Puzzle Piece
Myth 2
Prospecting = Cold calling = Rejection
Truth
Prospecting means contacting people
you know as well as those you don’t know.
9 Focus Your Lead Generation on Listings!
Prospecting: The Critical Puzzle Piece
Myth 3
Prospecting is what you do to launch your business.
Only new agents have to prospect.
Truth
Prospecting is what you do to keep your real estate
business running and growing. You should never stop
prospecting.
10 Focus Your Lead Generation on Listings!
Prospecting: The Critical Puzzle Piece
How People Choose an Agent
Buyers
Sellers
1.Use the agent who contacted them
3%
5%
2.Use the agent referred to them by friend,
relative, or neighbor
40%
44%
3.Use the same agent they used before
13%
30%
11 Focus Your Lead Generation on Listings!
Prospecting: The Critical Puzzle Piece
How People Choose YOU Based on Your Prospecting
Buyers
3%
Sellers
5%
2. Mets
You contact people you know and ask them to
refer you
40%
44%
3. Past Customers
You contact them and ask them for repeat
business
13%
30%
Prospecting To:
1. Haven’t Mets
You contact people you don’t know
12 Focus Your Lead Generation on Listings!
To Be Wired to Win, You Must Be Wired for Leads
Are You Wired to Win?
“How people see failure and deal with it—whether
they possess the ability to look beyond it or keep
achieving—impacts every aspect of their lives.”
– John Maxwell
Being “wired to win” means putting failure in perspective and
adopting a mindset of achievement and success.
13 Focus Your Lead Generation on Listings!
To Be Wired to Win, You Must Be Wired for Leads
Are You Wired for Leads?
• A successful sales career is almost always defined by
a long succession of “no’s” before you ultimately get to
a “yes.”
• In the discipline of lead generation, winning is having
a rich pipeline of quality buyer and seller leads.
• Wired to Win in Real Estate = Wired for Leads
14 Focus Your Lead Generation on Listings!
Introduction
Building Your USP
Step 2: How
Others Describe
You
Step 1: How You
Describe Yourself
A five-step model …
Step 3: Define
Your Customer
Service
Resource: Lead Generation 36-12-3
Step 4: Create
Your Value
Proposition
Step 5: Create Your
Unique Selling Proposition
15 Focus Your Lead Generation on Listings!
Personal Validity
What makes you valid?
The knowledge, attitudes, skills, and beliefs you already
have.
#KWFR
16 Focus Your Lead Generation on Listings!
Personal Validity
Consider what buyers and sellers say they want:
Buyers
%
1.
Agent is honest and
trustworthy
25%
2.
Agent’s reputation
23%
17 Focus Your Lead Generation on Listings!
Sellers
Reputation of real estate
agent
Agent is honest and
trustworthy
%
35%
21%
The Lead Generation Puzzle
Prospecting
P
M
Marketing
Truth
Lead generation requires both:
Prospecting plus Marketing
18 Focus Your Lead Generation on Listings!
The Lead Generation Puzzle
Prospecting
Seeking leads
Marketing
Attracting leads
19 Focus Your Lead Generation on Listings!
The Lead Generation Puzzle
Prospecting + Marketing
Mets
Haven’t Mets
Appointments
20 Focus Your Lead Generation on Listings!
The Lead Generation Puzzle
Prospecting Based, Marketing Enhanced
Prospecting
Marketing
The Emphasis is on Prospecting!
21 Focus Your Lead Generation on Listings!
The Power of a Database
A Record of Your Business Successes
Truth
Q: When you hear of doctors or lawyers selling their practice,
what are they really selling?
A: Their contact database and the relationships they have built
with the people in it.
The Power of a Database
Obey the Law(s)!
The Four Laws
1. Build a database.
2. Feed it every day.
3. Communicate with it in a systematic way.
4. Service all the leads that come your way.
1. Build a Database
Where Contacts Come From
1. Build a Database
The Types of Business Mets and
Haven’t Mets Bring You
Haven’t
Mets
Mets
Repeat
Referrals
New
1. Build a Database
Classifying your Haven’t Mets and Mets
General Public
• Continually move your
contacts toward becoming
Core Advocates
20% of your
database can lead to
80% of your business!
Target Group
Network
Allied Resources
Advocates
Core
Advocates
HAVEN’T MET
MET
MET
(Inner Circles)
What is Metworking?
Why is Metworking important?
People choose to do business with those they:
KNOW
LIKE
REMEMBER
RESPECT
What is Metworking?
Why is Metworking important?
Achieve mindshare
Truth
It’s not who you know, it’s who knows you.
Appointment at 1:00
YOU?
Other agent
Customer
What is Metworking?
Why is Metworking important?
Achieve mindshare
Truth
You must stay in touch.
• People may remember you in other ways than as an agent
• They may remember you when they need help with real estate,
but not remember you when someone else needs help
How to Metwork
Real estate is a numbers game and a contact sport.
Prospecting
Making calls through phone calls and visits to ask for business.
P
M
Marketing
Letters, postcards, emails, personal notes, newsletters, reports ...
sent purposefully and systematically to establish mindshare.
30 Focus Your Lead Generation on Listings!
Myths about Farming
Myth 1
Farming takes too long and costs too much.
Truth
Farming can become the core of your
business.
31 Focus Your Lead Generation on Listings!
Farming BOLDLY
Results in 30, 60 or 90 Days?
• Start Prospecting Based Farm
• Build Your Reputation
• Build Relationships
32 Focus Your Lead Generation on Listings!
FSBO
• Fastest
• Source of
• Business
• Opportunity
Key Skill: The Problem Presentation (BOLD)
33 Focus Your Lead Generation on Listings!
Who They Are
Most Important Reason for Selling Home as FSBO
Did not want to pay commission
Sold to relative, friend, or neighbor
Buyer contacted seller directly
Did not want to deal with an agent
Agent was unable to sell home
Seller has real estate license
Could not find suitable agent
Other
51%
22%
12%
8%
3%
2%
1%
2%
Source: “NAR Profile of Home Buyers and Sellers”
A Limiting Belief
Myth
You can only succeed with FSBOs and expired/
withdrawn listings by being aggressive and direct.
Truth
You can win with FSBOs and expired/ withdrawn
listings by coming from contribution, establishing
trust, and staying in touch.
Introduction
Why You Are Here
Open Houses Turn Haven't Mets into Mets
Haven’t
Mets
Buyers
Sellers
36 Focus Your Lead Generation on Listings!
Leads
Mets
Ten Tips for Getting an Appointment
1.
2.
3.
4.
5.
Ask for the appointment.
Be an expert in your market.
Be confident in your ability.
Have a list of questions and ask them.
Listen.
Ten Tips for Getting an Appointment
6. Come from contribution.
7. Begin with the end in mind.
8. Seek agreement.
9. Respond quickly.
10.Communicate in person.
Putting It All Together
The 3-Hour Habit
•
•
•
Time block three hours every
workday before noon.
No skipping. If you must erase,
then you must replace.
Allow no interruptions (unless they
truly are emergencies).
39 Focus Your Lead Generation on Listings!
Thank You!
Please complete an evaluation form found
in the back of your program guide.
To download a free copy of this presentation,
GO TO:
www.familyreunion.kw.com/downloads
FOLLOW
TALK
blog.kw.com/livefeed
#KWFR #KWRI