A spoken presentation (YouTube video transcript) on designing lead generation systems that attract and convert qualified prospects over time. Emphasizes creating a single, compelling, risk‑free offer aimed at specific target‑market subsegments, integrating all channels and messaging, and baselining current activities to build a coordinated blueprint for scalable lead flow.
I promise you this is so far from anything that you've ever been to. And now. Alright, so let's talk about lead gen. So offering a promise of what your business will deliver in such compelling terms that potential customers in your target market are moved to action. So remember when we talk about target market it is sub segments of buyer and sellers. Your lead generation activities must create curiosity and excitement and broadcast the offer your business makes in a way that's irresistible to your target market. To do that, the message must speak to your probable customers, needs and desires in a way that they will hear best. And then we'll talk about channels and appropriate channels and a plan for where you could put this stuff based on a bunch of different criteria. Alright, so let's talk about the offer in order to get prospects to take action. This talk of offers and it's much more being in sort of this informal marketing space for two and a half or three years. This is much more normal conversation in that space when you get somebody. And that's where you see that some real estate guys or gals have tried to create bounce, you know, landing pages with offers. So irresistible offer, it's more commonplace in Internet marketing and for marketing one herd over all of your competitors offers. So there's like 9,000, almost 9,000 agents here locally. And what offer can you make to buyers that has them looking for no other real estate agent except your own. And you'd be surprised that nobody is making offers to your market. All right, so this offer should target key frustrations customers feel. So getting inside of the head of a buyer registering on a website and they've registered on a dozen different websites and there's a dozen different boomtown platforms in your market. Like what are you going to do? What kind of offer are you going to make with that non lead just because you have your email address that they're not even lead, what kind of offer are you going to make to really have them raise their hand and take action and create a true, true opportunity to serve somebody. It should provide a risk free solution. Ideally it's an offer that satisfies as many purchase decision needs. We went through those right for the target markets that the only need left to meet in the lead generation process is the sales transaction. So obviously there's a phone sales transaction and then there's an in person sales transaction. We'll talk about those in the next session. The aim is to shape your business to do one thing in a unique way that immediately, immediately differentiates you from every other business. Your lead Generation process needs to create curiosity, like I said, excitement in action. Make an offer to your potential customers they cannot resist. We've done a better job at this in the last year or so, but most of us just have really disparate lead generation activities and none of it is really tied together with any sort of consistent messaging. And so. And that goes with our yard marketing and the cell phone numbers that we can collect and do nothing with, or the leads that, you know, we don't get on the phone, but we don't communicate with. So too many business treat lead generation as a mixture of isolated activities and are frustrated by the lack of results. So ads, mail signs, referrals, et cetera. It should be tightly integrated, highly orchestrated set of systems. The cumulative integrated effect of well designed lead generation activities if your lead generation is fragmented. So we all still get benefits, right? I mean, we all still get this stuff to work, but it's not because we've got it all dialed in and we've sat down. I was talking, I mean, I think I could turn my business off for like, if I could turn it off for three months, get all of this stuff dialed in and then turn everything back on. Like the multiplier effect of having everything go through the right channels and having thoughtful. We just don't ever really make time for this stuff. So this is more work for you guys and gals to do. But this is the stuff that I promise you at some point, especially with the potential shift at some point coming with just consumers, they shop differently than they used to. So we've got to do this work so we get incremental benefits. And this is where we all live right now, including our team to a certain extent still. But if we orchestrate it differently, the multiplier effect kicks in and you will get exponential impact in your persuasive power in your market. The message your customers see in your ads has to be reinforced by what they read in your mailers, see in your signs or hear by word of mouth and in radio ads and all the stuff that you do. So part of this is kind of seeing where you're at from lead generation. Now we call it baselining your current lead generation process. Before we look at what we should be doing, we need to just take a second. We all entrepreneurs, we just tend to kind of jump to the solution, but we're going to take a little bit of time just to see where we're at right now. It's called baselining. So you must establish a baseline for your current activities to let you know what you have and where you are giving you a firm foundation for evaluating your lead generation activities. Most businesses conduct lead generation like I said as a series of discrete almost disconnected activity little continuity or any thoughtful strategy short term results and so part of what we're going to do we are going to innovate we are going to create a blueprint we're going to work on messaging and all that stuff and we have to create a blueprint for a true lead generation system giving your team a solid plan to work from and the goal is to bring in ever increasing number of qualified leads to your business. So like that one side of the business is just not a lead just because someone picked up and called your yard sign what are you going to do with that with that piece of information to turn them into somebody that actually is going to consider looking behind the curtain and if they want to do business with you and how you can position yourself to do that.
