By Maddie Jostol
Everyone needs more leads. The constant search for the most cost-effective, quality leads generates a constant buzz across the real estate industry. But what if the best leads are hiding right under your nose?
Growing your repeat and referral business is what will keep you afloat in this competitive market. Agents across the nation are thirsty for leads and end up competing over low-quality purchased leads. When you have a base of contacts that you nurture and stay in touch with, you have a sustainable business.
Growing and nurturing your sphere means that you have to rely less on low-quality purchased leads.
Don’t get us wrong… it’s all about balance, and we realize that purchasing leads can be vital in supplementing your business growth. The difference is: you know more about leads that come from your sphere. You’re leveraging a relationship that already exists, even if it’s simply familiarity.
When leads are generated from your sphere, you already have a huge leg-up because you have some level of knowledge about them. Contacts that are in your database have information you’ve aggregated over the years, but they also allow you to leverage data to learn more about the person. Moxi Insights, for example, aggregates public data for every person in your sphere. What’s this mean, exactly? It means you now have an idea of whether or not John Smith has kids, or that Sarah Miller likes to donate to environmental causes, or that David Johnson’s kids are now teenagers, so he might be thinking about downsizing in the next few years.
This gives you power.
The more you know about a person, the better experience you’re able to deliver them, and in today’s world that experience means everything. Access to public records doesn’t mean you act as a psychic who knows the ins-and-outs of someone’s life. It simply means that when you host a golf tournament, you can make sure you invite those who are actually interested in it. That means you have a better understanding of what someone might be looking for when it comes to searching for a new home. It means you’re able to reconnect with people from your sphere at exactly the right time.
With insights like these, you can easily identify who in your sphere is likely to have a transaction in the near future (if you use Moxi Insights, a badge will actually appear near contacts when they’re likely to buy or sell). This is incredibly valuable in knowing who you should be reaching out to today, so that you can reconnect with those contacts and be top-of-mind at the exact right time.
Sphere-based leads will ensure your business growth moving forward. The competition is only heating up, so agents need to strengthen and leverage existing relationships to achieve success and growth. That, paired with a valuable source of data, is the recipe for valuable leads, and in turn, sales.
In today’s competitive market, everybody is thirsty for more leads. Lead generation is becoming increasingly challenging and expensive and it’s tough to know what lead quality you’re going to get. The truth is, a jackpot of leads might be right under your nose. Yes… you might have a goldmine and not even know it! Your sphere of influence could be chock-full of leads – both those who are thinking about buying or selling, and those who have friends who are thinking about buying or selling.
Always be growing that sphere.
As an agent, your sphere is your book of business moving forward. Those relationships will only become more valuable as lead generation gets more competitive. A strong sphere of influence will give you an instant leg-up against other agents because it’s a base of relationships that powers your business. When you meet people at PTA meetings, holiday parties, and community events who could be clients down the road, you’re growing your sphere, and in turn, your business.
Keep that database up-to-date.
As you do your farming, add those people to your database. Those connections are valuable, but only if you have a fighting chance of keeping in touch with them. That’s what your database is for. When the database of contacts in your CRM is up-to-date, you’re able to nurture those contacts as a lead source. Your CRM should guide your daily work routine. Who do I need to follow up with today? Where did I leave off with so-and-so? Use your CRM as a point of reference.
Stay in contact.
When you have a solid, growing sphere of influence organized into a database, you can nurture those contacts for sustainable business growth. The beautiful thing about having a well-organized database is that you can segment your database to stay in contact with certain people. Have a charity golf event you’d like to invite a handful of past clients to? Segment your database by golfers so you don’t miss a beat. Staying in contact with your sphere of influence will lead to an increase in repeat and referral business. These are the highest quality leads an agent can ask for, so don’t let them fall through the cracks. If you’re a Moxi Engage user, subscribe to Moxi Insights for consumer data that notifies you when someone in your database is likely to buy or sell.
When it comes to your database, your goal is to be each contact’s go-to person when it comes to real estate. When their neighbor mentions they might take a job in another state: you know a great real estate agent. Or when their friend mentions they’re considering buying an investment property in the next year: you know the perfect person to help. The vast majority of people end up working with the agent who reached out to them first. Your goal: always be there first. If you’re present when they’re just toying with the idea of selling their home, there’s no doubt you’ll be top of mind when they’re actually ready to start the process. Lead generation happens by default when you’re top-of-mind for your sphere of influence.
Don’t discount the value of those already in your database. Rethink how you look at lead generation and start with the people you already have a relationship with. Instead of purchasing leads and attempting to win over strangers (sure, we all need to do some of that), start with your sphere and leverage your database.
By Tiana Baur
“Alexa, find me the best real estate agent for our neighborhood.” Another giant might be joining the real estate industry madness with Google and Facebook, providing more referrals and lead generation to real estate agents. An Amazon placeholder page was discovered, which has since been removed, that gave people the option to “Hire a Realtor.”
The webpage was found in their Home and Business Services section, which is a newly rolled out vendor marketplace. According to Inman, “If the marketplace works for agents like it does for other professionals, then agents would pay referral fees to Amazon in exchange for new business. Amazon did not respond to a request for comment.” The general public can already hire home inspectors and interior designers via the marketplace, so adding real estate agents to the vendor list actually makes a lot of sense.
Reviews, Reviews, More Reviews
Amazon is review rich. It’s what makes buying from them easy and painless. Like everything else with them, their Home and Business Services section also has reviews for their vendors, meaning that real estate agent reviews might have yet another place to live. Instead of agents asking for reviews, they might start receiving them unprompted.
Move Over, Zillow
If Amazon really is going to get into the lead generation game, this agent referral page might be able to create extremely strong leads, meaning more competition for Zillow, making leads more affordable across the board. In fact, according to GeekWire, “When reports of the Amazon page surfaced, Zillow’s stock price slumped from $46.15 a share to $44.54.” They also declined to comment on the surfacing of this new service.
York Baur, CEO of MoxiWorks, said, “Monopolies are never good and competition is the antidote. If anyone can give Zillow a run for their money, it’s Amazon, and knowing them they’ll be incredibly price competitive.”
Plus, let’s face it: Amazon finds ways to make everything more affordable. Even on Thanksgiving, they were able to provide turkeys at a lower price at Whole Foods (the used-to-be most unaffordable way to buy groceries) since they recently acquired the company.
The future of real estate in general could get a lot more exciting and fun with Amazon in the mix. Actually, Amazon might just take over the world – and we’re kind of excited to watch them do it. “Hey Alexa, close this transaction for me.”
By Tiana Baur
We recently added another best-in-class tool to the Moxi Cloud! CallAction instantly responds, engages, and tracks all inbound leads for agents. With CallAction, agents never have to miss another call or email lead ever again.
CallAction is the only marketing automation service that can be used with your offline or online lead generation efforts to respond to inquiries from phone calls, emails and texts. Their powerful integrations bridge the gap between agents’ top of the funnel lead generation and their existing lead nurturing CRM systems for increased productivity.
Here is how it works:
Answer every call
Agents no longer need to worry about rushing to the phone or nervously watching a call come in during a meeting they can’t step out of. With CallAction, agents can ensure they keep ALL of their inbound leads engaged with automated responses through SMS and email.
Building agent databases
Every inbound call is saved to a secure cloud-hosted database and appended in real-time with caller information aggregated from the world’s largest consumer profile databases. It is also passed into Moxi Engage, so the leads go directly into their sales flow. From there, they can nurture the lead and show their new prospect why they are the best in the business.
Track every inbound call
Agents can instantly create a local or toll-free phone number for each of their marketing channels to automatically track every inbound call that is seamlessly routed to their phone.
“50% of buyers choose the vendor or service that responds first, according to the InsideSales.com 2014 Lead Response Report,” mentioned Mike McHenry, VP of Channels and Partnerships at MoxiWorks. “In a perfect world, every call is answered right away, the first time a lead calls an agent. But with CallAction, all missed calls are automatically responded to with CallAction’s SMS responses to guarantee the lead stays engaged. All the responses are fully customizable so the agent can keep their own voice and style.”
We’re super excited to have this company in the Moxi Cloud! When we say we only let the best-in-class tools and services into the Moxi Cloud, we mean it.
For more information on CallAction, visit callaction.co.
As a real estate agent, you’re always looking for lead generation tips that produce high-quality leads while remaining cost-effective. Staying relevant and reaching new audiences can be challenging. It’s easy to get caught up using the same methods, even if they aren’t working for you. So, why not mix it up and try something new?
Try this: Put together a thorough neighborhood recap and promote it via your go-to channels.
Create a neighborhood recap of the transactions in a given area over the past quarter or year to date. The best part? This can all be done quickly and easily for those agents using Moxi Present. All you need to do is create a new presentation, fill in the parameters, and the MLS data will auto-fill. Select a handful of home sales that happened within your chosen area and timeframe to give a market snapshot, comparing properties and showing trends. This ease is what makes neighborhood recaps possible as an efficient lead generation source.
Check out this neighborhood recap presentation to get an idea of what you could include for your local area.
Be strategic about the area you choose as this recap positions you as an expert. Homeowners appreciate the feeling that their realtor knows their aimed neighborhood like the back of their hand. It’s a token of comfort in a taxing process.
Once you’ve created a robust neighborhood recap, it’s time to promote it through multiple channels for lead generation. The presentation can serve as its own landing page using Moxi Present, or you can post it to a blog post. Then drive traffic to it through social media (both organic and paid), paid search ads, and email marketing. Different agents prefer different channels, so select which ones work for you and your audience. Find where your strengths are and where you generate leads most effectively, and leverage those channels with the valuable piece of content you’ve created. If you like more traditional marketing methods, you could also choose a local printer to print a handful of presentations onto fine paper and mail out hard copies.
If someone looking for a home in an area sees your neighborhood recap online, finds it valuable, and learns from it, you instantly become a trusted advisor. You are then someone who can guide them through a thoughtful, educated decision making process because you’ve already proven that you have the know-how and expertise that they need.
It’s a perfect scenario: they’ve been thinking about making a move, are entering a new stage in life, or have been chatting with their spouse about moving, you present the information they need to move the conversation forward. Who should they contact if they want more information? You, of course. So, you meet up with them to discuss the market, the neighborhood, and ultimately, the opportunity for you to find them their dream home.