How to keep your phone ringing

How to keep your phone ringing image

I was in an agent’s office recently, and the phones were mostly silent.  I asked her if that was usual, and she explained that whilst that time of year tends to be pretty quiet, this year it seemed to be slower than ever.  She looked worried. “I’m really hoping for a good surge next month,” she commented, “we just don’t have any stock”.

Are you experiencing the same thing in your office? Have your phones stopped ringing?

We spent the day creating a Lead Generation Plan, which, though it won’t generate instant results, will however help get stock levels back up to where they should be over the next two or three months.

 

Do you have a Lead Generation Plan?

This is a systemised plan for generating and capturing leads from every source you have available to you.  I’ve identified 27 different sources of potential leads for agents, both offline and online.  Get it right, and you could bring in a new lead from each one of those 27 areas every month, and more.

Here’s my step-by-step guide to creating your own Lead Generation Plan, and making it successful for your business:

Step One – Routes to Market

Make a list of all the routes to market that you have available to you.  I’ve identified 17 – how many can you find?  For example, canvassing, print advertising and networking. If you’re struggling, brainstorm with your team to see if you can find new opportunities.

Step Two – Your Goals

What would you like to achieve from your Lead Generation Plan? Goals should be ‘SMART’ which stands for:

Specific

Measurable

Attainable

Relevant

Time-based

For example, a goal could be:

“Get 12 new sales valuations per month between now and Christmas.”

Step Three – Your Activities

Once you have your routes to market, and your goals mapped out, it’s time to plan out what you are actually going to do to reach your targets. For example, let’s say you were going to plan an event.  You might identify seven steps you need to take in order to make your event a success, including ‘Find venue’, ‘create invites’ etc. These steps need listing, and the responsibility for each one allocating to the most appropriate person – probably not you!

Step Four – Create Your Plan

Time to get organised.  I suggest an Excel spreadsheet for this task, as you can lay out your marketing activities on a month-by-month basis, and chart your progress.

Along the top of the spreadsheet, add each month, and down the left hand side, list all the routes to market you identified in Step One.

On the far right of the sheet, add a column for ‘Goals’ and write those in there.  You could also add another column for ‘Actual’

so you can chart your progress as you go along.

Now in each box, write the activities you listed in Step Three in the relevant months. Not every box will have something in it, just the ones you need to achieve the goal you have set yourself. To signal who you have allocated the task to, colour the cell in accordingly. (Make sure there aren’t too many allocated to you!)

Step Five – Implement!

The best way to do this, is to assign responsibility for carrying out the activities in your Lead Generation Plan to a very efficient member of your team. Arguably, this is the most important task in your business, so choose this person wisely. Make them your Implementation Manager and decide on a (generous) incentive package if your goals are met by the end of the year, or whenever your timeframe dictates.

Don’t miss this step

This last step is probably the most vital step, and the least applied. It’s where your good intentions can be supremely successful, or an abject failure. If the only obstacle between your current property drought and your phone ringing off the hook, is selecting the right person to take responsibility for your plan, and empowering them to carry it out, then what are you waiting for?

What to read nextDoes Your Website have a £300 million button?

What to do next: Do you get my Supertips? They’re jam-packed full of great tips and marketing strategies just like this one, and best still – they’re free! Get yours here -> www.samashdown.co.uk/samsupertips

Speak to Sam: If you’d like to know how I think you could improve your marketing, just answer a few short questions here and I’ll tell you if and how you could be more effective.

Sam Ashdown

Sam is an industry-renowned marketing strategist to estate agents. She helps agents grow and flourish, using her unique smart marketing techniques and strategies. Sam works with agents throughout the UK to help them gain more valuations, win more instructions and sell more properties.

You May Also Enjoy

Who are Rentd
Letting Agent Talk

Renters (Reform) Bill Dropped – Thoughts from the Industry

The Renters (Reform) Bill has been dropped as a result of the general election being called. Here are some thoughts from within the property industry. Ben Beadle, Chief Executive of the National Residential Landlords Association: “It is hugely disappointing that this Bill will not now make it into law. The news comes despite the fact that…
Read More
Estate Agent Talk

July 4 General Election – Thoughts from the Industry

Prime Minister, Rishi Sunak has called a general election for July 4, 2024, citing now being the time for the people of Britain to choose the next government. Here are some thoughts from within the property industry. Tim Bannister, Rightmove’s property expert: “A look back at recent elections shows that house prices and activity usually…
Read More
Rightmove logo
Breaking News

Rightmove’s weekly mortgage tracker

Matt Smith, Rightmove’s mortgage expert said: “Today’s inflation drop feels like an important milestone on the road to the first Base Rate cut. There’s been some to-ing and fro-ing over whether we’ll see a summer Base Rate cut, but today’s news will likely reinforce some of the positive words coming from the Bank of England…
Read More
Estate Agent Talk

Rayner right to be ambitious on housebuilding

At UKREiiF, Angela Rayner, Shadow Housing Secretary made several commitments to help solve the UK’s housing crisis including new towns, greater numbers of affordable housing, a return of housing targets and a clear design code criteria. Richard Beresford, Chief Executive of the National Federation of Builders (NFB), said: “Although election season is the time for…
Read More
Breaking News

Comment on Land Registry’s House Price Index showing an annual rise of 1.8%

Commenting on Land Registry’s UK House Price Index showing an annual rise of 1.8%, Daniel Austin, CEO and co-founder at ASK Partners, said: “The property sector is recovering. Rent values have seen sustained growth, positioning real estate as reasonably valued in comparison to gilts and presenting growth potential. In the realm of commercial real estate,…
Read More
Breaking News

Breaking Property News – 22/05/24

Daily bite-sized proptech and property news in partnership with Proptech-X.   Sunak calls General election for 4th July 2024 – American Independece Day Many pundits feel that post the General election Rishi Sunak will fly off to Silicon Valley, so maybe holding the General election on American Independence Day is no coincidence! The real carnage…
Read More