The hot topic for commission-only salespeople remains lead generation, particularly for realtors where the reward and payoff is high for successful closings. In areas with high average transactions like Washington, DC, the landscape is very competitive for realtors, particularly those with not much experience or transactions under their belt.
“Let’s not discount the value of old-fashioned face-to-face time for realtors,” said Gerard DiRuggiero, Principal Broker of UrbanLand Company and creator of a successful lead generation program for agents. “There are challenges in meeting new people constantly who have actual real estate needs. Where the right lead generation works great is when you have people coming to you in a real estate context wanting to work with you.”
There’s a very simple fact in real estate a lot of brokerage training programs don’t tell you about. If you’re not balancing getting in front of a flow of people every single week with nurturing leads you’ve already met, you’re just not going to have the success you expect. “It is all about a balanced attack. You can be a superstar at getting online leads or buying leads, but if you’re not converting leads into face-to-face meetings constantly, you’re going to come up short as an agent,” continued DiRuggiero.
Other real estate professionals agree. “Just this week,we brought in Graham Pruitt of Guaranteed Rate mortgage to lead our agents in a discussion about setting weekly metrics in personal agent outreach,” continued Gerard. “Graham shares our philosophies on putting yourself ‘out in the field’ to generate new business. The bottom line is, as an agent you have to set high but reachable goals for the calls you make and the face-to-face appointments you generate.”
It takes a lot of outreach to generate real appointments for yourself in a real estate context. Whether you’re new to the agent business or looking to boost your volume, UrbanLand Company can help.
“We have very specific methods that we use every single week with our agents to ensure they meet new people constantly. It’s the evolution of our 15 years in the brokerage business – our entire focus is keeping our agents out in the field where opportunities lie. We run an agent promotional cycle when it is time to fill up with new leads – it’s a mix of Open Houses, mobile Buyer Workshops and neighborhood farming that you just can’t beat for the results. It’s a big boost that helps the motivated agent automatically cover a healthy piece of their prospecting needs.”
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