Lead generation is something every real estate agent has to do in order to be successful.
There is nothing easy about getting started in real estate and even when you’re a seasoned pro it’s still not easy. The challenges are different but, the words real estate and easy rarely belong in the same sentence together. So as a new agent what should you do?
There’s a recurring theme in the new agents I talk to. When we sit down to talk about their challenges and where they want to improve they’ve all been told to cold call, door knock, and hold open houses to get leads. Now, there’s nothing wrong with any of those lead generation techniques but, that doesn’t mean they’re right for every agent. Odds are if those were working these agents would never be talking to me.
As a real estate agent asking yourself who you are is the foundation for what type of lead generation you should conduct. What do you like to do outside of real estate? What makes you happy? What do you dislike? If you break out in a sweat like me at the thought of cold calling don’t do it! A broker I worked for early on essentially told me to cold call or else. I did it and I was horrible, as in the absolute worst. If you’re doing something that doesn’t align with who you are you’re not going to be very good at it and you’re going to dread it.
Do you like the idea of relationships more than cold calling? It might take you longer to grow your business but, you’ll be growing something rock solid that’s far deeper than a transaction-based business.
Farming can even be about building relationships. Building relationships doesn’t mean you call everyone you know and ask them to send you referrals. Building a relationship is about providing value. You get what you give.
There’s no one size fits all when it comes to running a real estate business. Where you’ll go wrong is if you decide not to be authentic and just do what someone is telling you. I’m not saying you’re going to love everything you do but, if it feels like it’s not genuine or coming from a place that doesn’t match your personality it’s not going to work. You might get some clients but, I guarantee you they won’t be the kind you enjoy working with or feel aligned with.
Whatever route you take to get business make sure it’s one that’s authentic to you. If that’s cold calling, great! If that’s farming, great! If that’s connecting with your sphere, great! Every single lead generation idea you can think of works but, only when the person doing it is confident that it’s the right approach for their business.