We’ve discussed Operations and Marketing so far in this series.  Today the focus is on SALES.

The Four Pillars of Lead Generation

  • Your Database
  • Social Media & Online Lead Gen
  • Farming
  • Networking

3 Types of Lead Generation

  1. Referral
  2. Direct Connection (call, email, text, social media messaging, face-to-face)
  3. Inbound (call, email, text, direct message)

Leads can be PRO-ACTIVE or RE-ACTIVE

Converting your Leads into Sales – the 6 C’s

The first step is to generate leads through your proactive prospecting (cold calls, warm calls, door-knocking) and reactive marketing– (branded signs, advertising, direct mail, farming, etc.)

Always use a Call to Action that compels a prospective customer to take some sort of an action (complete a form, request a report, etc.); this allows you to capture their contact information.


  • Make the call as soon as possible, immediate response (less than 15 minutes) increases your chances of converting a lead
  • An initial welcome email, text – try a video intro!
  • Get your leads actively engaging with you across your online and social media platforms.


  • Automated drip email, text and call campaigns
  • Specific Action Plan for follow-up
  • Setup specific property searches using MLS or your personal website
  • CTAs in the email
  • Follow-up warm calls


  • Use the visitor search profile information
  • Refine searches
  • Close for appointments


  • Client for Life email campaigns
  • Monthly Newsletter
  • Seasonal emails
  • Market condition reports
  • Birthday cards
  • Home Anniversary card

Provide An Exceptional Customer Experience

WOW your clients during the transaction!

  • Do you have an excellent Buyer & Seller Service Plan in place?
    • Series of emails/connections to share the milestones and actions needed during an escrow
      • Congratulations – you are in escrow! What’s next?
      • Home Inspection
      • Selecting Home Warranty
      • Review of Preliminary Title
      • Walkthrough, utilities setup or change
      • Closing appointment

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    • Under contract gift
    • Boxes, Tape and moving supplies
    • Midway milestone surprise
    • Help with Forwarding of Address & Transferring utilities
    • Personalized GiftTurn buyers and sellers into raving advocates. Deliver an unprecedented experience during each transaction and keep you top of mind with clients for years to come. Your clients receive thoughtful, helpful, and relevant gifts and experiences all addressed from you.
  • Communicate regularly to update the status of the escrow

Getting More Client Reviews

  • Discuss the importance of review in the initial meeting
  • A reminder midway through the transaction
  • At closing let them know what to expect and how
  • Set up a campaign in your CRM with at least 5 touches to remind!

Mentioned in the segment:

Gmail Canned Responses: How to set up canned responses in 60 seconds