RISMedia's Real Estate Magazine

JUN 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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84 June 2019 RISMedia's REAL ESTATE The panelists were Mike Coke, lead- er of The Mike Coke Team with Terra Firma Realty and Workman Success Systems coach, along with Josh May, REALTOR® and owner of May Group REALTORS® with RE/MAX Grand Rap - ids, Inc. These top-producing agents shared their strategies for generat - ing and converting more leads to boost revenue. GENERATING LEADS It all depends on the source, said Coke. Leads from Facebook, for example, may have a longer path to conversion than a Homes.com lead, he explained. And it's all about mindset. "There are no bad leads. Some leads are just not ready to buy now," he said. "They're going to choose when a house is going to be right for them, and we can only position ourselves to be their agent of choice when that time comes." May agreed, and said reviews are a great way to attract leads and convince them of your value. "Reviews are important. If you're not doing them, focus on build - ing them and also responding to them," said May. "Letting the gen - eral public see how you communi- cate is huge." The end goal, according to Coke, should always be to set the ap - pointment. Why? Because once they're in, the chance of convert - ing them to a client dramatically increases. CONVERTING LEADS To get to that point, however, agents should follow a series of steps. The first? Consistent follow-up. When converting, Coke recom - mends that agents call, call again and also text if they don't answer when reaching out on day one. He also has a strategy for calling and texting regularly over eight days be - fore assigning the contact a more long-term follow-up plan. May puts all of his leads through a comprehensive lead generation system. "The lead immediately goes into our CRM, and then we're funneling every single lead through a market - ing machine," said May. Part of this process includes using a monthly 3x3 video series that focuses on the community as a touchpoint. "Our monthly 3x3 video series is our favorite marketing piece," said May. "It lets people see who we are and that we're community-based." Overall, the foundation of a lead generation system is simple: Rank prospects using the ABCs of lead management, nail down scripts, have routine phone conversations to check in, set up in-office consul - tations and hand off the client (if on a team). Most important, how - ever, is to stick with the systems. May said his marketing machine is necessary for guaranteeing that nothing "slides through the cracks." And Coke said that as long as you show you're interested in these leads as people, they feel like they're valued. RE To view the webinar in full, visit https://bit.ly/2PUqcLS. Liz Dominguez is RISMedia's associate content editor. Webinar Recap: A Guide to Lead Generation and Conversion by Liz Dominguez L eads are the bread and butter of any real estate business. Whether agents pay for leads or generate them through more traditional prospecting methods, there are elements that should be standard across the board for converting and closing leads. These were discussed in RISMedia's recent webinar—"Agents: Stop Losing Out on Leads – How to Cultivate, Convert and Close Like a Top Producer"— moderated by Verl Workman, CEO and founder of Workman Success Systems, and sponsored by Homes.com.

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