Referrals + Brand + Lead Gen = Growth

While referrals are a big part of my business, I know that I still need to generate leads to grow my business. Below is the formula I use and I've continued to see growth year over year. 

Credit: www.realestateexpress.com

REFERRALS

Some agents work strictly on a referral basis and it works for them. That said, always keep referrals in mind when talking with agents around the country and anyone you meet in the community. Sometimes just letting them know you're a REALTOR is all you need to do. While you may think it's obvious, not everyone will know. I would recommend finding a unique way to share your information with other agents so they will remember you. I give out poker chips with my information on it. 

Credit: https://paraduxmedia.com/

BRAND

I am in the process of really refining the company brand to stand out from other area REALTORS. Similar to referrals, I want people to see our company brand and want to work with me and just pick up the phone. Something every agent wants. Understanding your brand is a major component in the lead generation efforts to have a consistent message. You first need to understand your brand. You may be surprised to know that it might already exist you just didn't know it. Take the time to talk with clients, your broker, title companies you work with, etc. Ask them what they think of when they think of you. I came to the realization that my commitment to the community is a big part of who I am and what the company stands for. We are now in the process of rebranding the company to fit that. 

Additionally, creating an ideal customer profile will help you when it comes to marketing to the type of customer you want. Ideally, in the future, this will be the main type of client you'll work with. Branding is a long-term process so don't expect results overnight. I've seen some results for the branding efforts, but nowhere near calling it perfect. It is still a work in progress as the branding changes. But, you know you are starting to make progress when a potential client says they want to work with you because of your Instagram profile, for example. 

Credit: http://digitaladverts.net

LEAD GENERATION

In the meantime, I use lead generation to keep my pipeline full. I try to stay ahead of the market trends so my lead generation efforts continue to produce the needed ROI. While you can help anyone buy or sell a home, it doesn't mean you should spend money marketing to everyone.

Among many of our skills, being adaptable is one of them. For the past year, I have targeted first time home buyers with a down payment assistance campaign. This proved to be a successful campaign, but with prices rising and inventory declining, I've realized I need to shift my target audience. I recently launched a new home brand geared towards helping clients purchase a new home. Due to low inventory, builders are building across the valley so there are plenty of options including location, size, and price. Some are first time home buyers, but I've mostly worked with second time buyers. While they may have purchased a home before, buying a new home is a different process since there are many decisions that need to be made and a lot of little things most people aren't aware of such as a lot premium. 

Credit: http://www.teamliftoff.com

GROWTH

As a result of the above mentioned strategies, our company has continued to see growth each year. Agents are always looking to grow their business and this is the method I've found to be the best for me and my company. 

What strategies work for you? Anything else you would add?  

Originally published on ActiveRain, June 8, 2017.