Congratulations, you’re a licensed real estate agent! You’ve completed 2-8 weeks of classwork with some testing and a final exam that went over pretty much everything you will never need or use again. If you were smart, you were collecting real estate leads even as you were taking your courses just by gathering a list of every single person you know by name or face.If you weren’t very smart, you simply focused on your courses and learning and figured the real estate leads would come later. You then searched for a real estate office to join and they most likely said “Well, you’re breathing, we’ll take a chance with you!” They showed you a cubicle, phone, coffee pot, bathroom and told you to have at it! No real estate leads yet.Now you’re scratching your head, watching a veteran agent next to you screaming beause he’s losing at Checkers on his computer while a group of agents are hanging out for hours reading the paper and STILL complaining about the Sixers trading Iverson to the Nuggets. You haven’t heard a word about realty or real estate leads yet. At this point, you cannot help but wonder, “Are these guys on salary and is this all I have to do to make money in real estate? The answer is a loud, resounding NO!Rory Wilfong, a successful agent himself and co-founder of GetMyHomesValue says, “I don’t care if you’ve been a licensed real estate agent for 2 days or 50 years, you probably never took the Real Estate Agents Pledge for real estate leads. If you expect to be successful with your real estate leads and with realty in general, you must take and live by the pledge.”The Pledge:I, (State your name), as a licensed real estate agent realize the importance of getting real estate leads, working leads and following up properly with my real estate leads. I also realize that everything I do from this point forward is for the sole purpose of lead generation. Some real estate leads may have some inaccurate information and I must be mature enough to look past that and not immediately proclaim them “bogus” and through a little research or help from others, I can get the information I need to proceed. My pipeline of real estate leads must never run dry because if it does, I will not have the ability to turn those real estate leads into clients and take those clients into settlement. As such, I will not be able to make money and I will begin to blame others for my failures.I accept the fact that most real estate leads from all of my lead generation efforts are not going to produce immediate results however exceptional my follow-up system is and my pipeline of real estate leads will take on a wide range of settlement time, anywhere from next month, 6 months, next year, 2 years or even 5 years from now. I also must continually contact a lead until I actually get an appointment to help them with their real estate needs. This contact process will involve several phone calls, several knocks on the lead’s door and several mailings in order to achieve my goal of getting the appointment.I will work with an Accountability Partner/Coach so I do not become LAZY with my real estate leads. I will learn to overcome my fear of rejection and knocking on doors so I will never become SCARED of my real estate leads. I will educate myself regularly through various means for betters sales, customer service and marketing techniques so I will never become STUPID with my real estate leads. I will exhaust every effort (within my means) to make myself memorable to as many people as possible for when they have a real estate needs. My real estate career is a business and I need to treat it as such and put all the correct business components in place to increase my chances of success. I realize that real estate leads are the lifeline of my business and without them I will fail… and failure is NOT an option!It’s recommended you read this pledge to work your real estate leads every morning before you start your day. Remember, failure is not an option!
Sometimes even the best real estate agents and brokers need a reminder of the basics when turning real estate leads into clients. Though the basics seem like simple skills on the surface, they are the building blocks of a strong business.Rory Wilfong, co-founder of GetMyHomesValue and real estate trainer often comes across agents who lack these simple building blocks. “I am often surprised how many agents don’t have an effective plan for acquiring real estate leads, following up with their real estate leads and then nurturing their real estate leads to become future clients. Too many agents are simply stumbling over real estate leads and crossing their fingers in hopes that the lead will pick them for representation with their future real estate transactions.”With the dramatic increase of licensed real estate agents in the past few years, it is more important that ever that real estate agents are memorable to their real estate leads. According to the National Association of Realtors, their membership increased from 766,560 in 2000 to 1,265,367 last year. And that is just Realtors. You do not have to register with NAR in order to be a real estate agent, only to get the designation of Realtor. These numbers are enough to prove that if and agent wants to get anywhere with their real estate leads, they better stand out in the crowd. The best way to do this? Effective and creative follow-up! It goes back to learning applying the relatively simple skills involved in sales, marketing and customer service and adding your own creative flair to get your real estate leads to notice you.Let’s get back to the basics and thing about what really defines the term ‘real estate leads.’ According to Wilfong, the definition of a lead is a consumer that is interested in possibly using your services either now or in the future. It’s as simple as that. There are different types of real estate leads of course, buyers, sellers, for sale by owners, refinancing, etc. Real estate leads can come from various sources, direct mailing, contact through your website, from an open house.Another way to think of your real estate leads are as clients. Start your follow up with the mindset that the lead WILL be your client. Real estate leads are clients until they become contractually obligated to another agent or sales person providing the same service as you are.Many agents rate their real estate leads as cold, warm or hot, depending how far into the real estate process they are. It is important to keep in mind that at one point, even a hot lead was kind of cold, even if you didn’t know about it! Cold real estate leads lead to hot real estate leads. Of course, many agents cast off hundreds of real estate leads a year because they consider them “bogus.” As Wilfong states, “Like many agents, in the past I encountered my fair share of Mickey Mouse leads and I often use this as an example of agents. What would you do if you received a lead from Mickey Mouse?”In Wilfong’s experience, many agents say they cast many real estate leads with odd names off as ‘bogus.’. He believes that driving to a home to present your information to Mickey Mouse himself is a GREAT way to break the ice with the people actually living in the house. The lead will remember your humor, more than likely tell his friends about the incident, which of course leads to more real estate leads for an agent! Even a call to Mickey Mouse, if handled humorously, can get a positive response and build instant rapport.If nothing else, real estate leads will almost always give a current address along with the fake name they may leave, simply because that is the property they need information on. You can’t be afraid to do a little detective work and dig a little deeper if you want to be constantly converting your real estate leads into contracted clients.