Where have all your leads gone?

Where have all your leads gone image

So you don’t have enough leads, right? The phone isn’t ringing; your canvassing isn’t working; your print advertising is costing the same as your phone bill, but nothing is working.

In just the last few days, I’ve spoken to agents who are:

  • Spending £700 to get 2 rubbish leads – every month – on Google Adwords
  • Chucking away £1800 a year on radio adverts that don’t bring any leads in (don’t talk to me about ‘brand awareness’ – she can’t afford it and neither can you)
  • Getting valuation appointments from a ton of canvassing at an average cost of £800 each.

And the list goes on.

The answer to your dreams?

You may have heard about my brand new D.R.E.A.M System Programme, which starts very soon.  Some really innovative agents have already joined me, leaving only a few spots open. If you’d like to be considered for a place, you need to get on a call with me so I can ask you some challenging questions. Here’s where the process starts –click here for the next step (no commitment for either of us).

You may decide instead you want to solve the problem yourself. If so, read on and get ready to roll your sleeves up…..

Your lead generation solution in three steps.

I asked a client recently – let’s call her Nancy – about her marketing.  She explained that most of her marketing budget went on canvassing, but that she was really disappointed by not just the quantity, but the quality of leads it produced.  The only people who responded were attracted by the ‘Sell your house for £995’ headline and if they did become clients, they were usually more trouble than they were worth.

I asked Nancy to tell me about her ideal client. This is the summary of the persona she described:

Tom and Claire

mid 40s

Kids at private school

Professional

Educated to university level

£50k – £70k joint earnings

Social and digitally savvy

Probably Apple users

(I added in that last bit…)

Tom and Claire were actually a bit like Nancy and her husband, and many of their friends.  No coincidence there, as we do tend to attract clients like ourselves, in terms of demographics, life chapter and values.

“Nancy, what do you do with canvassing leaflets and flyers?” I asked her.

 “Oh, I throw them straight into the recycling,” she retorted, as if it were obvious.  (It was, actually.)

“Then why do you expect Tom and Claire to not only keep your mailers, but to respond to them?”

Turns out she hadn’t really thought it through.

Then came the next question for Nancy; I asked her how she would approach a search for a professional service provider; say, a solicitor. She told me she would first go to family and friends, then social media, and possibly Yell reviews.

“So you wouldn’t Google, ‘solicitor in Anytown’?” I asked.

“Of course not!” Nancy seemed shocked. “You can’t use a Google search for something so important – you need to find out about their reputation before you get in contact with them!”

I agree.  But that means that two of the avenues – or marketing channels – to attract the Tom and Claires of this green and pleasant land, are now not available to us.

What kind of client magnet are you?

The trouble is, many estate agents build their businesses based on advertising and marketing that attracts entirely the wrong kind of audience.  If you plough all your marketing budget into getting found on Google and your latest, greatest design of leaflet, you could be spending a ton of money on becoming a wrong-client magnet.

So how can you target your ideal client?

Three steps lie between you and marketing success:

Market: first things first – who is your ideal client? Here are a couple of posts to read to work that one out: this one and this one.

Once you’ve worked out who it is, it’s time for step two – Message – figure out what they want to know.  Their biggest concerns may not be your valuation and fee (shock, horror), but may instead be more about timing and finding their next home.  How can you address in your marketing the things that are keeping them awake at night?

Finally, what Medium are you going to use to reach them? You need to know where they hang out (social media, email) and therefore the best way to reach them (for them, not you).

MARKET > MESSAGE > MEDIUM – in that order.

Want to know more about how I could help? Let’s have a chat. Find out how you too could put your lead generation on autopilot, click here and answer three short questions. You could be getting your phone ringing with hot leads before you know it.

Don’t just take my word for it… take a look at what my clients have to say:

Some very happy Sam Ashdown clients

What to read next : What are you up to?

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

5 Great Property Management Software in the UK
Letting Agent Talk

Five of the Best Property Management Software for Landlords

Being a successful landlord requires a good relationship with your tenant, ultimately you want your property to be treated well, get paid on time and build long term relationships. Management of property has come a long way in recent years especially since the internet and certainly thanks to management software and apps. Today there are…
Read More
how to present your property for sale
Letting Agent Talk

LETTING AGENTS AND LANDLORDS FACING SURGE IN DISREPAIR CLAIMS

Recent research reveals there has been an exponential rise in disrepair claims over the past five years, with more than £55.1m paid out across 70 English councils that own their own stock. (Source: Inside Housing, February 2022). Legal costs nearly doubled between 2017-18 and 2020-2021, while the number of cases increased by 132%. Of the…
Read More
Breaking News

BREAKING PROPERTY NEWS – 17/05/2022

Daily bite-sized proptech and property news in partnership with Proptech-X.   PRESS RELEASE: BriefYourMarket partnerships take lead generation to next level Generating and nurturing leads is the backbone of estate agency. According to Richard Combellack, Chief Commercial Officer at BriefYourMarket, this is exactly what BriefYourMarket is about, finding and nurturing new leads via a variety…
Read More
Home and Living

5 Gas Safety Tips to Keep You Safe at Home

Houses with safety hazards are not desirable, since they endanger the lives of their occupants. The value of your home diminishes if you’re your house and property are damaged, including gas appliances. Therefore, all owners, landlords, and tenants have a responsibility to have the appliances they own tested for functionality. Check all of your household…
Read More
do i need planning permission for a shed
Home and Living

What you need Planning Permission for in your Garden

Gardens, mostly those at the rear of property, offer us a great diversity of options outside just a lawn and patio area. From outside office space to swimming pools, gardens are a great space in which we can add great value to our lifestyles from leisure to work. Planning permission is the phrase used to…
Read More
Breaking News

BREAKING PROPERTY NEWS – 16/05/2022

Daily bite-sized proptech and property news in partnership with Proptech-X.   nurtur.group continues to strengthen its leadership team With my non-journalist hat on, and to ensure complete transparency, I also hold a position as a non-executive director at nurtur.group – AS Following the recent acquisition of BriefYourMarket, proptech supplier, nurtur.group has announced that Damon Bullimore…
Read More