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4 Sneaky Myths About Real Estate Leads (and how to avoid them)

By Sarah Layton
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Whether you are a fresh-faced newbie real estate agent or a long-time veteran, you know that there is potential to make a killing selling real estate.

You have seen how others have leveraged their license into multi-million dollar empires and retire early, while still earning passive income from other agents.

If you are like most real estate agents, you have daydreamed what it would be like to build an empire like that for yourself. You have probably thought about what you would buy, where you would travel, and how you would spend all of your extra free time now that money is no longer a concern.

You know it takes time. You know it takes some effort on your part. But why haven’t you been able to crack this code to success that the top 1% of agents have?

Let me guess…

  • You’ve got what it takes to be an all-star agent...however, you’re not sure how to efficiently stand out from the competition and get the right people to hire you as their agent.

  • You love the idea of becoming a big-time producer, but don’t know what steps to take to build a powerhouse brand with authority in your market.

  • You’re jumping from one marketing tactic to the next trying to find the “best” one, and find that most of them only give lackluster results or are a total waste of your time and money.

A busy real estate agent like you doesn’t have a SECOND to waste on activities that won’t directly result into profits in your pocket. If you’ve ever tried a new marketing product before, you know that sinking feeling of waiting for leads as the days pass by. (UGH that’s the worst isn’t it?!)

In my experience, there are four major real estate marketing myths that hold most agents like you back from converting more leads and closing more deals without spending a fortune or becoming a slave to your business.

I’m going to debunk those myths for you, and show you how to replace them with truly effective practices that will not only reward all your hard work but have you out of your chair with excitement.

Myth 1: You Don’t Need A Concrete Marketing Strategy To Succeed

Every real estate agent in the top 1% will tell you that it is no accident that they got there. Not only did they invest many hours and dollars into where they are today, they did it in a very focused way.

The main difference between the “A” players in real estate, and the rest is that they have developed concrete marketing strategies with well-thought-out plans for executing those strategies. They don’t just randomly throw their money at shiny marketing products, cross their fingers, and hope for the best.

You better believe that my high-profile clients and people like Tom Ferry or Barbara Corcoran make a marketing move, they do it with full intent and they are completing one portion of an overall strategy.

A truly effective marketing strategy involves 5 key stages (setting goals, identifying targets, creating content, distributing content, closing the deals) all of which MUST be executed in perfect harmony in order for you to become a mega-producer.

The marketing strategies I develop for myself, and for my clients, are so much more than just some random Facebook ads and other stuff thrown together. They are an entire system with many moving parts, specific timelines, and delicate levers to pull.

Specifically, my content marketing strategies are designed to tap into the innermost thoughts, fears, and dreams of a particular niche and draw them to my client like moths to a flame. They involve insanely powerful and psychological copy, list building strategies, email marketing plans, a tech strategy and a focus on getting engagement.

When everything lines up perfectly, you become the owner of a marketing machine that will bring you endless business and passive income.

So how do you develop a winning marketing strategy that will help you stand out from the competition, illicit trust from strangers, and get people to hire you without wasting your time knocking on doors or cold-calling?

It all begins with knowing yourself, knowing who you want to work with, and then diving in really deep to develop a profile of your ideal client. You see, the more intimately you know what makes your ideal client tick, the more effective you will be at crafting campaigns that convert like CRAZY.

Every Mega-Producer in real estate has developed a profile of their ideal clients and refers to it before launching a new campaign.

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Myth 2: You Don’t Need Your Own Real Estate Website

The National Association of Realtors has been reporting increasing numbers of sales that originate from online searches, over 90% in 2017. So there is no debating that a web presence is mandatory.

Most brokers will provide you with a website to provide you with a value offering in order to entice you to hang your license with them. However, it is never a good idea to make this your primary website!

Here are a few reasons why you need a website separate from the one your broker provides:

  • Broker template websites are not search-engine friendly

  • If you switch brokers you will have to change all of your branding and marketing materials every time

  • You won’t be able to customize the content on a broker's site

  • You won’t be able to earn affiliate income or sell the website when you retire for six or seven figures (this is more common than you think).

As a real estate agent, you are an entrepreneur and a business owner. Therefore, you need your own website that reflects your business, separate from your broker’s business.

Frankly, there are thousands of real estate agent website providers out there for every price range and preference. However, there are certain elements that a website MUST HAVE if it is going to convert for you.

Here are the minimum requirements you need for your real estate website:

  • A hyper-local domain name (nychomes.com)

  • It must be mobile-friendly

  • It must have a real estate blog for posting original, hyper-local content

  • It must have a lead capture device for names and emails

  • It must have MLS integration for property searches

As long as your real estate website has all of those components, you will be well on your way to becoming a mega-producer.

Myth 3: You Need To Be A Techie For Digital Marketing

True. digital marketing ISN’T simple.

But that doesn’t mean it can’t be relatively easy when met with the right A-Z blueprint that leaves nothing to chance.

From pairing together the most affordable/reliable technology to knowing exactly how many email follow-ups to send to maximize conversions, a step-by-step blueprint can take an otherwise COMPLEX strategy and make it attainable for even the most time-starved real estate agent.

And for the agent that possesses such a blueprint, the “complexity” of running a digital marketing campaign actually becomes a huge competitive advantage, giving them the unique chance to be the FIRST in their space to use digital marketing effectively.

And on a final note, YES, executing a digital marketing strategy requires effort…but you’ve already proven that you’re willing to put in effort–you just need the reassurance of knowing that every bit of energy you put into your business will come back to you tenfold.

What you CAN’T afford to do is waste time and energy in perpetual “figure it out” mode.

Remember, you already have a target in mind (your ideal client), thanks to that nifty cheat sheet I gave you earlier. Now that you know who you’re targeting, you can use common sense to find out where your ideal clients are hanging out online.

Facebook groups are an excellent resource for finding your ideal clients in their natural habitat. If there isn’t already a local Facebook Group for people in your area to connect around local events, news, services, etc. you should create your own. Heck, create your own anyway!

Once you have gathered a captive audience of your targets you can start marketing your hyper-local content to them and they will start engaging with you (the local real estate expert).

Myth 4: I’m Fine; I Already Know How To Get Leads

One of my old business partners was famous for always saying “The second you think you know it all is the moment you can be certain you know nothing”. I always loved that, and it really applies here.

Most people are afraid to wake up and realize how much the real estate industry has changed and is continuing to change.

Audiences have changed…

Attention spans have changed… (Thanks, Netflix.)

Technology has changed…

Customer buying habits have changed…

Amazon, once thought to be a book company allows people to buy houses directly.

Zillow gives people an instantaneous offer on their house so that they never have to list it or pay a commission to an agent.

There are many more companies out there that are completely revolutionizing the way that houses are bought and sold. Even if you were the best of the best 10 years ago, you could likely end up back on the bottom soon if you don’t adapt to these changes.

The only weakness that those major companies have right now, is that they can’t create hyper-local content at scale that will appeal to every niche, in every market, in order for buyers and sellers to find them organically through Google and Amazon. Lucky for you, you don’t have to do that to capture the market. You only have to create hyper-local content for your niche in order to completely dominate your market.

So chances are that even if your competitors are already using webinars (the old way), you can gain a competitive advantage by being the FIRST to build a complete webinar funnel based on the proven frameworks, techniques, and strategies that I’m about to share with you.

So when you add it all up, there’s very little you can bank on from the tactics of years past if you want to succeed in the shifting paradigm of webinar strategy.

Keep reading . . . now that you know the 4 real estate lead generating myths, I’ve created a DETAILED, free cheat sheet to help you with identify your ideal client and dominate your market . . .

My wish for you is to sidestep the countless traps that make most real estate careers epic disasters, and instead learn how to create a legacy.

I’ve been generating leads online for years and have made many mistakes but you don’t need to do the same! I’ve created my Ideal Client Cheat Sheet to help you identify your target audience so that you can inwardly attract every deal you desire. Get that sheet here!

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