It doesn’t matter how many leads you have; it matters what you do with them. Buyer and seller leads are only as valuable as the time and effort an agent puts into them – from seeking out high-quality leads to nurturing and incubating them to converting them into clients who know, like, and trust you.

4. Generate
Incubate
CONVERT!

6. A person in
need of a
solution or
information.
What is a lead?

7. A person.
What is a lead?

8. Lead Generation

9. Lead Generation is Key
• Prospecting
• Farming
• Networking

10. Don’t Be the Seagull.

11. Lead Gen Musts
• Make it a priority
• Identify your client
• Establish relationships
• Give it time

13. Create Your Ideal Day

14. Create Your Ideal Day

15. Reality 

17. Lead Gen cannot be passive.

18. What Do
Consumers
Want?

19. How well do you REALLY
know your market?

20. Seller’s Market
Creates strong
Seller’s Market
Demand is higher than
supply Buyer AND Seller
confidence is high

21. Buyer’s Market
Creates strong
Buyer’s Market
Supply is higher than
demand
Buyer confidence is
high

22. How well do you REALLY
know your ideal client?

23. Your Ideal
Client

24. What is Valuable?
• What are they seeking?
• What is valuable to them?
• How can you provide that?

25. Attracting (New) Business

26. Who Should You Target?
• Past Clients
• Homeowners with equity
• Investors
• Builders

27. Many consumers may not be aware
that they can sell now, especially if
they were ever previously underwater.

28. How well do you REALLY
know your business?

29. Tracking:
Tracking Leads

30. Tracking:
Tracking Transactions

31. What to Track?
 How many leads generated
appointments?
 How many appointments became
clients?
 What is the “leads to closed
business” ratio?

32. What to Track?
 Which activities yielded the best return?
 Which ones didn’t?
 Which methods are most successfully
reaching
target audiences?

33. Lead Incubation

35. Lead Incubation Musts
1. Be responsive.
2. Add value.
3. Make a connection.
4. Ask open-ended questions
-- Go 3 deep
5. Capture as much info as
possible

36. Lead Incubation Strategies
• Website content
• Rethink drip marketing
• Consistent communication
• Respect communication preferences
• Anticipate questions and needs
• Always have a Call To Action

37. Lead Conversion

38. Now What?
1. Create affinity
2. Start the conversation
3. Set the appointment
4. Formalize the relationship
5. Consistent review of your Action Plans

39. Service vs. Hospitality
“Service is the technical delivery of a product. Hospitality
is how the delivery of that product makes its recipient feel.
Service is a monologue – we decide how we want to do
things and set our own standards for service. Hospitality,
on the other hand, is a dialogue. [It] requires thoughtful
listening to the other person, and follow-up with a
thoughtful, gracious, appropriate response. It takes both
great service and great hospitality to rise to the top.”
~ Danny Meyer, restaurantuer

40. Raising the Next Gen of Clients

41. NAR’s 2016 Profile Said…
907% of clients were satisfied with their
REALTOR® and would refer them again
BUT
Only 10% did. Why?

42. Small gestures

45. What sets you apart?

46. Multiple Offers!

48. Buyer Strategy
• Always conduct a Buyer Consultation prior
to showing
• Educate the buyer on the market
• Discuss your recent experience with
multiple offers – with past buyers and
sellers
• Discuss Absorption Rate and market data

49. Buyer Strategy:
Your Homework
• Pull comps before showings
• Have data, such as Absorption Rate,
number of days on market, etc. up-to-date
and ready to share
• Confirm status of properties before
showing
• Get buyer agreement signed before
showing

50. Buyer Strategy:
Your Homework
• Talk to the listing agents - find out:
– What is important to the seller?
– Are there any special terms to be aware of?
– Has the seller authorized the listing agent to
share anything with potential buyers?
• Prepare the buyer for possible
disappointment

52. Make Your Buyer’s Offer
Stand Out
• Creative closing date
• Escalation clause
• Fewer/shorter
contingencies
• Fewer concessions
• Shorter timelines
• What else is attractive to a seller?
Think like the seller:

53. • Due diligence / inspection contingencies
• Financing
• Appraisal
• Contingent on sale / closing of current home
• Others?
CONSIDERING CONTINGENCIES:

54. • Seller-paid closing costs
• Termite bond
• Home warranty
• What other concessions can your buyer give
up?

55. Seller Strategy
• Discuss multiple offer strategy in your
Listing Consultation
• Educate the seller on the market
• Discuss your recent experience with
multiple offers – with past buyers and
sellers
• Discuss Absorption Rate and market data
in detail…and explain it

56. Seller Strategy
• Include multiple
offer forms in
listing package
• Agree to a
strategy before
listing and get
seller buy-in

57. Prepare Your Listing for
Multiple Offers
Think like the buyer’s agent:
• Give as much instruction as
possible/your seller will allow
• Provide guidance on:
– Closing attorney/title co.
– Closing date
– Other terms important to
your seller

59. GOT SLIDES?
www.MauraNeill.com/lead-gen

60. Connect: about.me/MauraNeill