KGCI: Real Estate on Air - Lead Generation for Real Estate Agents

Episode Date: June 11, 2024

So you want to generate more leads because you want more closings. This is a video to watch. I'm Ali Garcette or Ali the Agent, and thanks for coming back to my channel where I make videos to help you. And I personally help agents that are stuck at the five transactions a year. And I help them get to 20 plus by using systems checklist processes. That's exactly what I specialize in. I have a whole podcast dedicated to that.

It's called The Agent Goldmine. Check it out. So if you're interested in switching brokerages, reach out to me. And schedule a call. if you are already a licensed agent. If you're not licensed, get licensed, and then let's chat, especially if you're stuck, and especially if you are a go-getter. Because I'm looking to selfishly.

I'm looking to surround myself around other people that are go-getters. Like, everything they do is not good enough for them, because I'm the same way, and I just want to be around my people. So enough of that. Book a call if you're interested. This video is on how to help you get more clients, get more leads. A little bit of background about me in case this is the first video you've ever watched. I did 20 transactions by first year in the best.

business as a part-time real estate agent because I was a full-time special agent in the Air Force where I was still traveling. I was active duty. I was a major. I separated. And my first year of being a full-time real estate agent, I did 44 transactions. I hit icon status, which in EXP means I got my entire cap back to me, $16,000 up to in the form of EXP stock that I can sell at any time. And essentially making EXP a very cheap discount, cheap brokerage for me to work. work with and I love it. And last year I made $200,000 GCI in just outbound referrals alone. And I'm here to teach you everything that I know. However, those that join my community, I am there to pour into. So this video I'm covering what I have learned from my own background, my own experience,

as well as a portion of what Alex Hormosey talks about, which is the lead quadrant. So we'll cover that. Whether you are looking to get more listings or get more buyers, overall, the lead generation process the sales quadrant of this, I'll start with that first, is still the same. There are so many ways to get leads. And I feel like as a real estate agent, you mainly hear about mailers and cold calls and open houses. And those are very popular, but there are a lot of others too. No matter what different lead generation source you're looking to do or have done in the past, it falls in one of these four categories in this quadrant. So in this quadrant, we have one to one, and there's also one to many. So obviously one to one means one person talking to one other person. It's not

scalable. One to many is typically easier to do, but it's only typically one-sided. One person, like this, is a monologue. I don't get to hear your thoughts. I don't get to hear your questions. So if you have questions. So that's one-to-one, and that's one-to-many. Then the other two categories, it's either cold or warm or hot. We'll just call it hot in this case. Cold, meaning they're strangers. They have no idea who the heck you are. Or it's hot, aka they know you already. Any single lead generation strategy is going to fall in one of those. It's either going to be one to one to many. It's either going to be hot or cold. Always have this in your mind when you're thinking about different lead generation strategies. What you have done so far, what have they

fallen under? And we're going to go into this right now. So let's start with May. A lot, a lot of people become real estate agents and they're like, all right, I'm going to get me some mailers or I'm going to get me some door hangers, which can work. Anything can work. And I don't want to like rag on any type of lead generation strategy if it works for you. So as you think about this quadrant, think about what the lead generation strategies you've already tried or want to try. I always try to combine some. If you have been doing stuff that is only in front of cold people, then get in front of warm people. If you have been doing stuff that's only one to many, try one to one. Taking a look at this list over here, we have a list that's not all-inclusive, but it has a ton of real estate lead generation strategies.

So let's take it from the top. Mailers. Mailers is very, very common. That's typically what you first heard of when you became a licensed real estate agent. You can also add door hangers right next to this. Is it effective? Yes. Everything on this list is effective.

Is it time-consuming and potentially expensive? Also, double yes. Next on the list, we have cold internet. leads. This is, you know, you promoting your website in order for people to jump onto your website. You're driving traffic to whatever it is that you want, a phone number or something. It's a cold internet lead. You don't know them. They don't know you. They just happen to see your phone number on your website or whatever the services you provide. Great. Does this also take time, money and energy? Yes, 100%. You have to have a website. You have to have something to showcase a landing page, a squeeze page,

something. It should look professional. It should be very, very clear on the one call to action that you you want them to do, which is call you or text you or book a link, call here, whatever it is, but that's also cold. So so far, we have mailers, which I am considering mailers to be one to one, but I'm considering this to be cold unless you're mailing to everyone in your apartment building they already know you or you're only mailing to your friends. But for the most part, when people send mailers, it is to strangers and it is one to one if it is personalized. You know, if you say, hey Nancy, but if you send a letter that's like, hey, homeowner, then clearly it's more of a one to many. It's not customized.

So this could fall in either hot or cold, but mainly cold. This could fall in either one to one or one to many. But I'm going to say, if you're doing a little bit of a better job and not just spamming people with garbage and wasting paper, hopefully it's one to one. So we'll put this in the one-to-one cold quadrant. Now, where would cold internet leads go? Again, I mean, it says it in the name. It's cold. They don't know you. And you're not giving them anything personalized. It's not one to one. So it's one to many. So this would be one to many cold. So far,

do you think that just sending a couple of these, like very, very low amount, is going to give you a high increase in sales? Probably not. Next up, we have cold calls, solicitation calls, the calls that you love answering, that I love answering, and I never block them. No. Cold calls. Nobody. freaking likes them, but let me not insert my own opinion on this case too much. Cold calls says it in the name. They don't know you. You're calling strangers. You're going to get the shippy out of you during these phone calls, I promise. So you have to have thick skin. So this definitely falls in the cold quadrant. However, does this count as one to one or one to many? I think this counts as one to one because at the end of the day when people answer, you can only talk to one person at a time,

even if you have a triple line dialer or a seven line dialer and you're calling 17 people at one time, you're only going to end up talking to that one person that responds, the one person that answers, because the rest you're going to have to hang up. So this falls under one-to-one cold. Next up, we have door knocking. Is this scalable? Absolutely not. Does this work?

Heck yes. Again, everything on this list does work. Some just work better than others. And depending on your personality, some other random ones might work. best for you. So door knocking. Unless you know everyone in the neighborhood, this is going to be cold. And unless you can gather the entire neighborhood in one spot and knock on one door and have all the neighbors answer, maybe if you come during a block party, I mean, that would be one to many. But otherwise, if you're door knocking, it's going to be one to one. So again, that's also

one to one cold. Then we get into sphere. And there is a reason that I'm going in this specific order. And I'll tell you this at the end. This could be a phone call, a text message, a WhatsApp call, a FaceTime, anything to people that obviously are in your network, your SOI, your sphere of influence. Is this cold? No, they know you. So if you call them, chances are, unless you're an asshole or unless you talk way too much, they're probably going to answer. So that means it falls in the hot category, which is great. And if you call your sphere and nobody answers, let's start taking a look at within. So depending on whether you are FaceTiming, multiple people at once or just calling one person this could, this is likely just going to fall under

one to one to one. Then we have advertisements, ad calls. You know, people are calling your phone number because of an ad that they saw. Whether it's a Facebook ad, you ran a Google, paper click, a YouTube ad, a TikTok ad, an Instagram ad, anything, an ad in the newspaper, an ad on Craigslist. This is ads. It's cold. They likely don't know. you, but you said that you could provide a service of something where you could help solve their problem. They don't know you. They're calling you. But because you place an ad and it went to multiple people, you didn't tell each person individually. This is one to many. One to many, cold. Open houses we have next. This, depending on, I guess really how heavy that the traffic is

in the open house, likely it's going to be one to one and likely it's going to be cold. Next up, We have walk-ins. By this, I mean walk-ins. This is if you're working on a brick and mortar, like an actual old school office where people stop by, like literally walk into an office. So I also added a slash a booked Zoom call. So somebody booked a Zoom call with you. Overall, it's somebody that doesn't already know you. It's a cold lead, but they are physically walking into your office or they booked a call on your calendar. So it's one-to-one cold. Next up, we have past buyers, people that you have already helped in purchasing a home. They already know you.

It's a hot lead, and it's one to one. So far, out of everything that we have here, what do you think has the highest conversion rate? After that, we have the same thing, but for sellers. So past sellers that you've helped list their home. Hot lead, one to one. And very last, we have referrals. It's hot because people are referring you for some sort of reason, and likely it's going to be one-to-one. I also want to add two extras under the one to many hot leads.

Add two more to this list. And they are making YouTube videos and in general social media. These both fall under one to many because a one time video, one time of you doing something, can go out to multiple people. And I think this also falls under the hot. Because if people respond to something that you post on social media, likely you've piqued their interest in some capacity, whether they themselves are looking to buy or sell

or they know someone that is. Actually, this entire time in the business, my business has been 94% from social media and YouTube and referrals. And to add extras for the one to many but cold, we could be looking at commercials, billboards, radio ads, home buying seminars, where it's you in front of the podium, talking to many or home selling seminars where likely again they don't really know you but you're talking one to many so those are some extras too that weren't on this original list again this list is

not all-inclusive there are so many other ways too to get business these are probably just the most common the reason i put this list in this order is because it goes from least converting to highest converting and guess which order it's in i mean it's literally in red so in this order it goes from from mailers which is the least converting to the highest converting, this is the order. So let's take it line by line because I want you to see what the conversion rate is specifically. So let's start with mailers. Mailers being at this is the lowest converting, meaning how many pieces of mail do you have to send out in order to get one client? And I really, really want you to think about this.

Also, Rubin says hello. If you guess that you have to send out 2,000 pieces of mail in order to get one client, you would be correct. 2,000 pieces. How many, like look up, go on TPMCO or go on whatever website that you would use for mailers and look up how much it would cost to you to send out 2,000 pieces of mail. Again, I'm not saying this is right or wrong. A lot of people get their business from mailers, but it takes a long time. They say that it takes 7 to 12 pieces of mail for somebody to even remember your name, let alone call you back. So that's a lot. And don't think that a one-time mailer that you sent to 2,000 different people is like, going to even generate the same result as sending 10 mailers to 200 people. Does that math check out? You know what I mean. Next up, we have the cold internet leads. Again, you blasting at your website, driving traffic to whatever it is, and then therefore you're getting cold internet leads. What is that? That is 1600 to 1. 1600 cold calls. How many cold calls? Again, on average, it really depends on skill. It depends on the list of the people that you're calling. It depends on the time of day. It has a ton of

variables. I know. But on average, what's the conversion rate? How many calls do you need to make in order to then get one client? Again, this is not even a closing. This is a client. Because about 25% of those that go on her contract fall out. 500. 500 phone calls to get one client. However, can this be done faster than 2,000 mailers? Yes. Can the 2,000 mailers be done faster than the cold calls? Also, yes. It really depends on the systems that you're using. Are you using a seven-line dialer? Are you using a virtual assistant to help you send out all these pieces of mail so you don't even have to worry about it?

Next up, door knocking. The list, as you can tell, is getting better. So door knocking is 100 to 1. Knock on 100 doors, you will likely get one client. That's not bad if it's a beautiful day. It's terrible if you live in Canada and it's freezing. It's terrible if you live in Arizona and it's May or June. It's terrible if you're not.

knocking on these doors and it's eight in the morning on a Sunday where people get mad because they're still sleeping. It's perfect for that agent that loves getting in front of people and can schmooze them and win them over and get other people to like them super fast. It's perfect for them. Is that you? Can you turn it out? But also can you be yourself. These four, as you can tell, are in red. Now let's get to the good part. Let's get to the green. Sphere is half. It will take half of the supposed effort. Again, how much effort are you putting into door knocking? How much effort Are you putting into mailers? Whatever, whatever, whatever.

It will take 50 conversations to your sphere to get one client. 50 conversations, you can have that one day. You can have that in one morning. How bad do you want this? How many times are you going to make excuses for yourself? And you know what? I don't even want to spend too much time on excuses. I've had a couple of conversations this week with some agents that were just like full

of excuses. I'm like, this, I don't even want to have this conversation. You either want this or you don't. And I want to take a quick pause actually here to talk about Ruben Garcia. He is my sponsor. He was a CEO for a Keller Williams office in Fayetteville, North Carolina. And when he started in this business, he had just quit UPS. He was a single father.

He was on food stamps. Single father on food stamps. He made this business work. And so, I mean, him, my sponsor, Shelby Johnson, we're all, I guess I am going on a rant about excuses. We all do not with it. If you have excuses, please do not book a call with us. We're not interested.

We only want to partner and surround ourselves around people that are go-getters. It doesn't matter what the excuse is. Either you did it or you didn't. And we're here to help those that do, that work, that put in the action. So, okay, anyway, continuing. Next up, we have ads. So running ads will likely be a 25 to one. That's amazing.

25 ads to one client. I mean, again, so many variables. What are the platforms? How much money are you spending, you know, to get in front of these people? what's the verbiage that you using? What's the call to action? How entertaining is it? There's a lot of variables. I get it. Then we have sign calls, open house signs or, you know, any sort of call from a sign that you have out there somewhere. There, we're looking at 22-1. That is pretty good. Open houses are next. This is why so many agents push open houses to new real estate agents because it freaking works. And is it time-consuming? Yes. But look at this conversion rate. It's 15 to 1. Talk to 15 different parties at an open house, you can have that in one open house. You can have that in the first hour of an open house. So if you do six open houses every weekend and each one has a good amount of traffic, I mean, you can leave with six clients, you know, like you can leave with more.

Granted, is this every single time? No. Is this a farming in a neighborhood where you actually want to sell? How good are your speaking skills? How good is your script? How personable are you? How knowledgeable are you? There are a ton of factors. Again, this is just overall. Walk-ins and what I added are Zoom calls booked, and that's a 10-1. Every 10 people that book a call on your calendar, or every 10 people that physically walk into your office, chances are they want to be a client. Past buyers is a 9-1-1. They already know you. They've already worked with you. And if they're calling you again, if they're ready to work with you again, it's because they freaking like you. So good job. Keep up the good work and remind them, hey, buyers, I am so glad that you.

you realize and you remember that I am your agent for life. Let's get this going. Let's start. Number two. Past sellers is higher. Past sellers is a 4-2-1. That's wild. Lastly, referrals.

This comes in at 2 to 1. Every two people you talk to, every two people that are, you know, referrals will end up as a client, meaning somebody finds your information on EXP workplace. Like, this happened twice yesterday to me. People tagged me in a post. I got two inbound. leads and from other referring agents that were like, hey, we have two listings that are ready to go. Well, not like ready to go, but the sellers want to talk to you. I referred them to you.

Let's get this started. And actually, this is a perfect example because we're taking one listing and we're not taking the other. Red flag with the client and I'd rather not do that. Anyway, so, but you get it. Referrals are the highest converting and that's because they know you, they like you, they trust you, and you're coming in as a good word from someone else that they trust nothing better than that. And if you haven't already noticed this list, guess what is likely most expensive. Like it literally is very close to mailers being the most expensive, going all the way down to what's the highest converting and happens to be the least expensive is word of mouth referrals. It's talking to as many people as you can. It's your own sphere. It's your family.

It's your past clients that you've already worked with. Plus, what would you rather do? Would you rather send a mailer to a stranger saying, just sold in the neighborhood, you know, like, okay, that's fine. It works again. Or would you rather call a loved one and be like, hey, Nana, I love you. Are any of your retired friends looking to sell their house and go to that community home or whatever it is, you know, like call a loved one. That's usually better. I don't know why I use that example. My grandma doesn't even speak English and she's definitely not country. So getting into how I ran my business. When I first got started, it was social media. I made a post every single day. I made a full video every single day in 2023. I was posting on Facebook, Instagram, TikTok, LinkedIn. I mean,

I was on six different platforms. I used social media and I had a ton of referrals. It was word of mouth a lot. I didn't pay for any leads. I haven't paid for any leads. So what I was doing was one to many with YouTube, social media, blasting it out everywhere, and a lot of one-to-one. I would take my one-to-many, and I would convert it to one-to-one. So I would make videos out, and I would say, call me if you actually want an estimation on your home. Call me if you were looking to purchase a property in wherever you're moving. Call me if you're PCSing this year, and I will connect you to an agent that knows their shit

about the VA loan. So I would put blast videos out on my social media. People would come around and message me. People would share those videos, and it would be a referral. hey reach out to Ali if you're PCS into Davis Moth and if you're PCS into anywhere in the country because she can connect you to a real estate agent that's the way it ended up working so it was one to many it got shared it was one too many more and then it turned into a referral or it turned into direct DMs from people inbound and outbound so I converted that one to many to one to one where I was reaching out to people everyone I was like dude I'm in real estate now when you think real estate I want you to think of Ali Garts at and they'd be like I Okay, let's slow down here. And guess what? I closed 20 transactions.

I made over six figures my first nine months in the business. And I was like, Air Force, I'm done with you. I'm leaving. Was it easy? Absolutely. Not. It was not easy. Like, this is what I really, really want to harp into your head.

If you are a real estate agent already, you know this. It's not easy. And I can't solve all of your problems. You have to want this. Whether you are a single parent, just like Rubin was, He's made it, dude. And do you think that was easy for him to do when he was a single father on food stamps, bro? What?

A living example of people in our tribe that have gone through some shit and have worked hard, trusted the process, and they've made it. So you can too. Every single person that I spoke to in person, like as I was going about my daily life, the supermarket, you know, like back when I went, I don't go anymore. I use Instacart. Instacart, please sponsor me. But anytime I went to the office, anytime I went anywhere, I would tell people I'm in real

estate. So that was in person. That was social media. That's all I spoke of. It was just real estate. I wanted people to know. Any freaking question you have about real estate, I am here for it. Please ask me first. Are you doing the same? So that's what I did. And I want to go into the second point, which is about consistency. You have to be consistent. If you're a new real estate agent, you probably might not know that you're not going to get paid for another four months. So don't leave whatever job you have until you have at least six months of living expenses, you know, expenses to come. cover your living to cover your life. And if you are already in the business,

you know that it takes months to even get a check. It takes months to even find a client, to then even go out of contract, to then get paid, and not every contract gets to closing. So this is a tough business. You have to really want to be an agent in order to make money. This is not easy money.

You've seen all the different ways to even get leads. There are a lot. Pick some and stick with it. Once you have picked some and stuck with it, I would say make a combination. Do not focus on only cold, though. At some point, turn those cold into hot or switch one of the cold into a hot or switch one of the one to many and start tackling one to one.

You have to be diverse in this quadrant. I don't care what you end up diversifying into, but as long as it's within your budget and you like doing it, you have to like doing it. Otherwise, you're going to be a drag. And there was, you know what, quick story, there was this guy that would blow up my phone. He was out in like Newport Beach, Virginia.

That's a location, right? Like, it rings bell. This guy would call me a lot. I don't know how he got my number. I must have fallen on his website somewhere. He called me once a week and he'd be like, I have another investment property. Would you like to know the information?

I'm like, dude, why are you cold calling? You are the worst person to cold call. I'm falling asleep. And I'd be like, bro, I'm not as, take me off your list. Can I find out why you want? to me and take you off. Like, if you're that type of person, do not cold call. You know what? Don't even like door knock.

You might make them go back to sleep at any of a Sunday. Lighten up, liven up, you know, get, I don't know. Like, you don't have to be an extroverted person to succeed in real estate. I actually fall a little bit more on the introverted side. Probably why I'm making YouTube videos one too many, but solo. I do love talking people, but I refresh by being alone. That's just the definition of extroverted or introverted. How do you refresh and rejuvenate yourself?

Mine is just give me some alone time. Uh-huh. Hey, babe, I'm making a video. So whatever it is, give yourself a good amount of time frame. So if you're going to choose mailers, you're going to probably need to test it out for a year. Once a month, send the mailers out for a year, minimum. But for open houses, do you think you're going to have to do six open houses

every single weekend for a year to test it out? No. So give yourself an appropriate time frame, enough to know that you've been consistent with it. Then, what you do after that is you start leveraging. You hire out. You make your life easier. Instead of you creating the Canva for the mailers and dropping it in the mail or put, you know, place in like lick the stamp and put it on the envelope. Use a service or use a VA and say, hey, this is the property. Find the best photos. You know, put my information on there. Send it. Leverage. And take a look at your schedule. Like truly, truly be honest with yourself. How many hours are you spending on social media? Scrolling. Being a consumer, not a creator. How many hours are you watching TV? How many hours are you spending on the phone? How many hours are you just like? talking to people, not even about real estate, do an audit of your day and be honest with yourself. Do you have any extra time to do some more lead gen, to do some more prospecting?

If what you're doing so far hasn't worked, is it time to change into something else? Is it time to do something one to many or one to one or in the hot instead of the cold? Is it time to ramp up something else? If something is working, can you double down on that? Can you pay twice as much time or effort or money into that lead gen source? For example, when I posted a reel on every single day I posted a reel on social media in 2023, I made $200,000 GCI based off of referrals alone. That doesn't even include the amount of money that I made off of revenue share or by investments.

If you have the go-getter attitude that I'm looking for, join us. If you have any questions about our community before you join us, if you want to book a call, I'm here for that too. The link is below. And if you want to know how to deal with procrastination, then watch this video. I'll see you there.