The legendary hockey player Wayne Gretzky was once asked the secret of his success. He responded with the now famous quote, “I skate to where the puck is going, not where it has been.”
Let’s put that into a real estate context. Today, it’s fairly easy—though somewhat expensive—to generate buyer leads with the brokerage’s listing inventory. Get a new listing, put it up on the portals, and wait for the buyer leads to roll in.
But what about bona-fide seller leads?
While there’s a wide range of analog (e.g. mailers) and digital (mass email marketing) tools in use, they all fall short in delivering differentiated value. The most modern version—variations of the “what’s my home worth” lead capture site—tend to be long on marketing speak and short on valuable information.
Are you ready to “do a Gretzky” to differentiate your brokerage and bring sellers what they really want? One in which you instantly prove “We have the buyers!”
How? Remember all those buyer leads you’ve been paying to generate with your listings? It’s time to put them to work and start using them to generate new listings.
Can giving sellers what they really want lead to more seller leads? I think it’s time to find out.
Charles Williams IV is the founder and CEO of Buyside, an end-to-end solution helping brokerages leverage their buyer data. To find out how you can turn your buyer inventory into seller leads and have your agents win more listing presentations, visit RIS.GetBuyside.com.
