How to Systematically Generate High Quality Leads

Welcome to Real Estate Business Builders. I'm your host, Lars Hedenborg, the founder of Real Estate B School. Bottom line, the real estate industry has failed to create a clear path to financial freedom. Traditional brokerages and coaching are designed to keep you running on the transaction treadmill with no exit strategy. While I didn't have any sales, marketing or business building experience when I got into real estate, I was willing to bet on myself and figure it out because my family was depending. Having served over 5,000 families with their real estate needs, I've made every mistake you could possibly make in this business. Through Real Estate B School, I've helped hundreds of agents and team leaders realize their goal of true time and money, freedom and living a life without regrets. If you know there's another level of growth inside of you and you want to learn how to build a highly lucrative lifestyle business, then you're in the right place. You won't find any fluff or hype here on this show. Just real world tools, systems and strategies that work. Let's grow together.

Welcome back to Real Estate Business Builders. This is Lars Hedinborg, founder of Real Estate B School. Today we're going to talk about how to systematically generate high quality leads and how to put your lead generation, I mean high quality buyer and sellers reaching out to you. How to put it on autopilot if you have not joined our free Facebook group, I only tell you this because most of these podcast episodes were deeper dive trainings where I had some sort of like really valuable tool that's going to help you right away in your business. For this one, go into the Facebook group. There's real estate marketing dashboards that I give away and these are really critical tools that you will need in terms of setting, setting up your marketing to be on autopilot and just watching your sales grow. Gave away all of it. My marketing calendar with past clients, my social media calendar, Sample marketing scorecard, which is a weekly scorecard that I use and then a marketing ROI return on investment multiplier. A lot of you I know are not spreadsheet people, but I promise you I break these down in a way where anyone can use these spreadsheets. They're templates that you can swipe and deploy that will allow your business to multiply out. That's what we want to have happen in your business. So the guiding question I have for this episode is how are you thinking about your business in terms of your ability to scale your lead generation efforts without you having to do all the heavy lifting? So another way to ask that question is how can you put your lead gen levers, build Legion levers in your business and they just run and generate high quality buyer and seller leads while you're doing all the things right, while you're vacationing, while you're spending time with family. It just putting out buyer and seller leads consistently. So that's what I want for all of you. So this topic, in terms of putting your lead gen on autopilot, it matters because the industry is changing, right? We don't have any friends. It's one thing to give someone money. Let's take Zillow for example. I'm not against Zillow. I just know that they're out for as much of your commission check as they possibly can get. So if Zillow, and they've tried, if Zillow can eliminate the agent and take 100%, they would do it. It's easier though for them to take 30, 35 and probably increase over time, right? Their Zillow Flex model is to take as much of your commission check as possible. That is the business model. They could do that without having any brokers, without having physical office space, without messing too much with local MLs, right? So they've got this really profitable model, but they're not your friend, right? They're literally getting in the middle of you and your end client, the end user, right? They've built a better mousetrap. And we want to say goodbye to those days of having to rely on Zillow or really any paid lead source, right? All the seller referral lead sources that have come out. We're in a business where we can't run profit optional businesses, right? We can't, you know, spend more money than we make. That's not how a real estate agent is successful. Especially one that wants to grow, grow and thrive and scale their business and build a real business, right? We don't have that luxury like some of these other businesses do. So when you compare that against the fact that as an industry we have like super low bar, low entry bar. So it doesn't take a lot to become a real estate agent. So generally we have a bunch of folks and hopefully I'm, I'm guessing this is not you because you're listening and you're looking to elevate the game you play in our industry. But as an overall trade, our service is horrible. The general public does not think highly of us, right? And then the, the agents that think they have it going on, it's all about them. They're They're. It's kind of the expression, you know, all hat, no cattle, right? We want more cattle, less hat. Right. We want to be able to sell more homes, generate more high quality leads, and not just put our image out there like most real estate agents do. It's. They're me monsters, right? A me monster is that everything they market is about them. The cool thing here, though, is that the folks that will win the game, really, I think in any industry but real estate for sure, it's a little bit like going back in time. There's a quote from the book. I think it's the thank you Economy by Gary Vee. I don't Vaynerchuk. I don't love everything about him. I think his, like, rise and grind hustle culture, you know, I don't love that part. I think there's a. I teach a more elegant way to do real estate than he would probably teach. But this quote is really good. I believe we're living through the early days of a dramatic culture shift that is bringing us back full circle and that the world we live and work in now operates in a way that is surprisingly similar to the one our great grandparents knew. Social media has transformed our world into one great big small town dominated, as all vibrant towns used to be, by the strength of relationships, the currency of caring, and the power of word of mouth. That is powerful. And I think your business will change when you really understand those words. So in terms of the things that I think we, we need to know as it relates to really ramping up our lead generation and not having to rely on others to do it better than us and giving them a big chunk of our commission check, is that we have to first of all, rethink the funnel. And what I mean, if you jump into that group and you digest the full training here, you'll see there's this. You know, it's literally a funnel, right? On the right side, we have a thrilled client for life. On the left side, we have a bunch of leads that come in right? And in between, our job is to have meaningful conversations, to set appointments. To meet those appointments with would be buyer and seller clients and to sign them as clients and then get them closed, right? That is the game we're playing. But most agents, they're either focused on just generating more paid leads or, you know, working in the actual transaction. You know, it's showing homes and, you know, doing inspections. And they're missing the whole point of the business, the whole point of the business of the future to generate A client that is going to sing your praises to the point where you'll have more business than you possibly can handle. So that's rethinking your funnels. That how do I turn every closing into 2, 3, 4 additional closings just via the way I handled that client? That is the game we want to play. The next thing I want you to focus about, focus on here. And I think I have five points here for this episode. Number one was rethink your funnel. Number two is, are you really any different than any other real estate agent? Do you do anything differently? But how do you differentiate, differentiate yourself in a sea of agents that is vast? This is a red sea. There's a book called blue ocean. Strategy is how do you separate yourself? You know, live in a blue ocean versus a red ocean, which is a bloodbath. Being a real estate agent is a bloodbath. There's no shortage of us. Most are dropping commissions, you know, as their only competitive advantage. They don't have any way to present their services in a way that demonstrates value. And it's, it's really, really bad. Hopefully. And I trust that that is not you I'm talking about. But when you think about most consumers, right, are out there spending money on different things. And you know, they are, let's say they're going to a driving range or their gym or they're a restaurant and there are like traditional versions of like, let's say a driving range. For example, we have topgolf in our market. It is like 10x better than the driving range that existed before that came into our market. Take Most gyms, like a 24, like a Snap Fitness or whatever. We have lifetime fitness in our market, which is like a resort. It's like the Taj Mahal of fitness facilities. And you know, take the nicest restaurant with the nicest service, the nicest hotel you've ever been to with the nicest service, like world class service, and then compare that to how you're treating your clients. Like, are you really providing a level of service? Are you any different than any other agent or are you just barely getting by? Right? So that's point number two. Are you any different than other agents? Point number three is we must provide legendary service. And there's something, a tactic we teach in real estate B school, we just use it on our team very successfully. It's called the Promise. I didn't come up with this idea. It was actually Jay Abraham. It was a 93 referral systems. It's on audible. And then Mike, there's KW guy, Mike, I forget his name. Mike Hicks. You could actually see him on YouTube. It's like a two and a half minute video. Mike Hicks, the promise. And so like, are you making a promise to your clients and then fulfilling on that promise via this white glove, world class service where the natural byproduct of them doing business with you is them their socks are going to be knocked off and they're going to give you referrals. And are you measuring that? Right? So it's this concept of, you know, setting the bar so high that once you achieve and you, you deliver on the promise and it's risk, Ritz Carlton experience, or however you want to coin the term, where the byproduct is that they give you referrals. So that's number three. Number four is social proof. So when you do this, the right proof, the right way, and there's this expression and I think there's actually an article. Social proof is everything in marketing where you do this the right way and they will give you future business. And this was based on. It really got driven home for me. I went to a dentist, new dentist. And this was one of those dentists that are like world class service, white glove. You knew something was different when you showed up. And my first time there, they gave me the office tour and like very scripted and very like different than anything I'd ever seen in the past. And at the end, the girl checking me out, she asked me the question, she said, have you given us a five star review yet? And I said, no, I haven't. She grabbed her phone, I grabbed my phone. She walked me through the process of leaving a five star Google review for this business. It was a dentist. And I was like, man, that's awesome. I'm like, why do you think the owners, you know, have you do that? She didn't know that I was on the same radio station that these owners were. And she told me, the owners told us that, you know, radio and TV is not working like it used to and that most of their new business is coming from online reviews. And I was like, man, that is awesome. And then I asked her, I said, do you get, do you get a bonus every time you get one of those? She's like, I do. So she was incentivized to get people as they're checking out, make sure every one of them had given have left a five star review. And they were getting more business from that than the 20, 30, 40, $50,000 they were spending with the radio station. And on TV. Right. So a radically different way to think about your business. The last point here, number five. So that's number four. Social proof is everything. Five is who's the hero. And I alluded to this up front where we talk about the me monsters in real estate. And this is a lot of service businesses, accountants and, you know, financial advisors, they really make it all about them where we want to do the opposite. You know, who's the hero? The hero is the seller or the buyer. They're the character. And this is from the build a story brand framework by Donald Miller. The character in the story, the hero is the buyer or seller. They have the problem. We're simply the guide. And we give them the plan, we call them to action, and it results in massive success. And that's the, you know, and if they don't use that, use us, it's going to be a monumental failure, right? And all these bad things will happen to them. And that's the seven point framework that we use in most all of our marketing. And it's a radically different way to think about your marketing. And when we're talking about, you know, developing new leads that are warm and ready to transact with you, it comes down 100% to this. And all of these five points that I went through today, they all fit together, right? And so in terms of getting there, you know, it's all about systems. We begin with the end in mind. And so there are tools that I want you to go grab in the free Facebook group, the marketing ROI multiplier, we're able to decide in advance the returns and the number of deals we're going to get from each lead gen lever. It is awesome. The second thing we can do is that our cash flow in business, it follows our calendar. So our social media posting schedule and our client for life marketing calendar and the touches and the posts that we put together, all that's predetermined. And I give you guys that for free in the handout. The last one here is to know your numbers and it's the marketing scorecard. Every week you want to know exactly how many seller leads came in. Inbound seller leads, inbound buyer leads, inbound referrals. You want to know exactly what lead gen lever is producing what, and there's a very specific way to go about it. So please, please, please jump in the free Facebook group and grab those free tools. And like I always say on these episodes, and you guys have probably heard it more often than you even want to, is that some of you are ready to get into a deeper conversation with us where you're ready to get into what I call our business Foundations Case Study program where it's a six month program, there's a 10x guarantee on your investment or I'll pay you twice the tuition for this six month program. Just go to rebs growthassessment.com it just starts with the conversation about where you are in your business. So so much love, much respect. We'll talk to you soon. Bye bye.

Thanks for listening. Would you please take a minute to share the show with other agents who may be struggling? And if you love the podcast, please leave us a five star review on Apple Podcasts or your favorite podcast platform. And make sure you visit ScaleOrDiebook.com to get a free copy of my book. It's a nuts and bolts guide to building a real estate business that gives you true time and money freedom so that you can live your life without regrets. Thanks again and see you on the next episode.