On Wednesday, June 28, 2023, we hosted our monthly YPN breakfast with the topic “How To Leverage Lead Generation Technology” at our home base, Manny’s Deli. We loved getting together in person, connecting with our peers and devouring advice from a panel of local experts. You can stay up-to-date on upcoming YPN events by following the YPN Facebook page!
THIS MONTH’S SPEAKERS:
READ KEY TAKEAWAYS:
Our guest speakers Tom Campone, Keller Williams OneChicago, Matt Dollinger, Chicago Home Partner, Nick Libert, EXIT Strategy Realty and YPN Advisory Board Member Skyler Lemons, Keller Williams ONEChicago, shared tips on how we can use technology to make our systems smoother, smarter and as informative as possible.
FOUR ACTIONABLE TAKEAWAYS FOR LEVERAGING LEAD GENERATION
#1 TAILOR YOUR LEAD GENERATION TECH TO YOUR BUSINESS
Each of our panelists emphasized using a lead generation method that’s authentic to you and where you want to go with your business.
Nick found success in using a text-based marketing approach via Wise Agent. He’s able to send text messages to his clients about upcoming events, share digital presentations and more. He also loves video; he posts it all over social media, links to videos in his emails and leans into repurposing his content strategically.
Matt and Tom both value face-to-face interactions. They suggest hosting client events, inviting people to lunch or coffee, consistently working open houses or introducing yourself to the listing agent of a properties in the neighborhoods you’re working in. What fits your market? What feels natural to you?
Even though face-to-face interaction sounds technology free, they still lean on tools like CRMs to track information, touch points and personal data. After a coffee chat with a contact, spend two minutes in your car jotting notes in your CRM about how that conversation went.
CREATIVE WAYS TO GET IN FRONT OF CLIENTS WITH TECHNOLOGY
- Repurpose content on different platforms – especially “evergreen” videos or blogs that aren’t date specific.
- Send flyers or postcards to rental buildings, introducing yourself as a resource for when they’re ready to buy.
- YouTube is the second biggest search engine in the world! Maximize client visibility by posting your videos to a business channel.
- In your emails or texts, invite people to an event. It can be a workout class, a happy hour, a festival or anything.
- Room View creates blogs using AI, to help flesh out your website presence.
#2 TRACK & OBSERVE CLIENT BEHAVIORS IN YOUR CRM
A key facet of lead generation is lead conversion, and that comes from strategic, responsive follow-up systems. Assessing the level of engagement and seriousness of your clients will help you determine where and how to delegate your time and energy.
Tom sorts his leads in his CRM into five “buckets,” and all of them get weekly outreach for their first 3 weeks in his database. Not sure which CRM to choose? Test several at once, because it can be labor-intensive to switch to a totally new system.
Nick sets up a multichannel campaign to observe how his clients respond to his communications. Did they fill out the contact form? Are they requesting more information about his business? This is a great way to determine where clients are in their buying or selling journey.
How can you get yourself in front of the right people at the right time? Matt categorizes clients into new clients, existing clients and dead leads. This is a great nurture strategy to help you target the people who want more information and respect the space and time of the people who aren’t ready.
Also, don’t dismiss the quiet leads! Every single guest expert has experienced a phone call or email from someone they met years prior; when the person was ready, they re-engaged.
#3 EFFECTIVE LEAD GENERATION TACTICS
Lead generate with your goal numbers in mind. Tom looks at how many deals he wants to complete in a year, or how much he wants to transact in volume, and he uses his annual conversion goal to map out how many leads he needs per month or per quarter. Then, he goes decides on the best strategy to tackle it, one day, one week, one month at a time.
Matt suggests creating a custom retargeting audience to use in social media advertising. This is a great way to focus your marketing initiatives and reengage with people that have shown interest in your business. Boost a post or run an ad through Facebook and Instagram (both owned by Meta) to this retargeted audience for $100. It doesn’t have to break your bank.
If you are not following all of your leads on social media, Nick Libert says you’re missing out on tons of valuable data. This is a FREE way to learn what clients are most interested in and what they want! Pay attention to pet names, family member birthdays, life milestones, favorite vacation spots and more. Social media is the medium to make real, personalized connections with the human beings in your CRM.
#4 TECHNOLOGY MAKES CONSISTENT FOLLOW-UPS EASIER
Dedicate time each day to follow up with new leads or touch base with existing clients. For Nick and Tom, they set aside two full hours every day to do lead generation. Whether it’s picking up the phone, interacting with people on social media, sending text messages or video messaging, stick to the routine, and systematically work through your contacts as you do so.
Nick segments his CRM by VIPs, new leads, old leads or business builders, and he dedicates a day to each group. These custom categories and custom lists save him time and help him focus.
When you’re scheduling follow-up emails or newsletters, don’t underestimate the power of a plain text email. Matt advises that emails with tons of graphics, fancy headings and complex html design often get sorted into the Promo Tab rather than the priority inbox.
LEAD GEN TECH TOOLS & RESOURCES
- Wise Agent App – Smart CRM that syncs to your phone to stay connected via text message, direct mailing, reminders, etc.
- Follow Up Boss – Smart CRM that also integrates with Zapier.
- Mailgun – Email platform that sends mass emails to your database (also integrates with Zapier).
- RPR – Stands for REALTORS Property Resource, is a free data platform for NAR members with an AI that creates content with the market data.
- Cloze – Smart CRM that also integrates with Zapier.
- Read the book Marketing Made Simple.
- Roomvu – Creates video and blog posts.
- Zapier – Streamline workflow and connect your systems.
- SlyDial – Voicemail messaging app that skips the conversation and directly leaves a message.
- Zenlist – Collaborative agent-to-client app to use in the transaction.