Using a lead magnet to generate listing opportunities
This is part 1 of a 2-part series. Click here for part 2.
Most potential sellers don't want to telegraph the fact that they are thinking of selling until they are completely ready to interview salespeople. They are worried that if agents find out their intentions, they will be harassed with phone calls and random visits until they go on the market, which could be months away. Frankly, so many homeowners have had this exact experience that we can't blame them for being cautious.
At the same time, it's our job to find those sellers and build a relationship so we are their salesperson of choice when they are ready to sell.
So how do we do this?
How do we get future sellers to put their hand up and say "I'm thinking of selling" when they are often desperate not to do exactly that?
Answer: We use a lead magnet.
Definition: A lead magnet is a marketing term for a free item or service that is given away for the purpose of gathering contact details; for example, lead magnets can be trial subscriptions, samples, white papers, e-newsletters, and free consultations.
In a real estate sense, we can give away information which helps future sellers, in return for their contact details.
The challenge is, for that information to be worth future sellers handing out their contact details, it has to be compelling. In a world where free online valuation sites are readily available, offering a 'free appraisal' just won't cut it.
We need to offer high-quality information that adds value. Something they can't already find for free online.
Here at Agent Monday, we have 2 options you can consider incorporating into your business. Both are battle-tested and proven to work in multiple real estate markets.
In this guide, we'll share option 1 (the preparing for sale checklist), and next week, we'll cover option 2 (the free selling quote).
Option 1: The '41-Step Preparing for Sale Checklist'.
Owners who are 6-12 months out from selling their home will be wondering what they need to do to maximise their sale price and ensure a smooth sale. This is information that isn't easily found online.
Combine this with the fact that the vast majority of people love a checklist. We all want to know what jobs we need to complete to reach our goal.
What's more - even if future sellers already have a fair idea of what they need to do to get ready to sell, they will be enticed by the idea of viewing your checklist so they can ensure they haven't forgotten or missed any key steps!
Most importantly, providing a checklist shows future sellers that you are prepared, you know what you are doing, and it makes you stand out from your competition.