Written by Lee Nelson
Reading Time: 6 min
Lynn Madison talks to REALTORS® in her classes constantly about the best ways to get leads.
“They need to work their sphere of influence. I don’t know how many times I need to say that to them,” says Madison, owner of Madison Seminars in Schaumburg. She also is designated managing broker of Lynn Madison REALTOR®, but her focus has been on training and traveling to teach classes for the Accredited Buyer’s Representative (ABR) designation, post licensing and more.
“If you look at the statistics on how someone found their REALTOR®, the majority found them through someone they knew,” she adds.
In fact, 65 percent of sellers and 43 percent of buyers found their agent through a referral from a friend, neighbor, or relative, according to the National Association of REALTORS® 2023 Profile of Home Buyers and Sellers.
Other highlights include:
- Ninety percent of buyers would use their agent again or recommend their agent to others, while 87 percent of sellers said they would definitely (73 percent) or probably (14 percent) recommend their agent for future services.
- Twenty percent of sellers recommended their agent four or more times since selling their home.
Generating leads doesn’t have to be expensive or overwhelming. It’s all about giving value that other REALTORS® aren’t, being creative to attract inquisitive potential clients and staying authentic to who you are.
Madison and two other real estate leaders share their philosophies on finding customers without spending a lot of money. Here are their ideas for getting more eyes on your business and eventually having satisfied clients.
Lynn Madison
Daniela Pagani
Michael LaFido
Go the old-fashioned route
Writing handwritten notes can catch the attention of potential clients.
“If you do just five a day, you can do it yourself,” says Daniela Pagani, lead of The Daniela Pagani Team at Real Broker in Chicago.
Or you can hire a company to do the whole process by using robots which can duplicate your handwriting. Some of those companies are going beyond just sending out notes, adding such things as QR codes.
“Once it is scanned, you know who opened it. At least add them to your customer relationship management (CRM) and continue with follow-up,” she adds. “I automatically add them to my newsletter and welcome them to our real estate community.”
Cover other people’s open houses
Help other REALTORS® and cover their open houses. You never know who you’ll meet.
“Get the REALTOR’S® permission who you are covering for to shoot some videos for your social media pages while you are there to get the word out,” says Michael LaFido, CEO and founder of Luxe Group in Wheaton. “Show confidence and know the house as you talk to those attending, too.”
Pagani agrees because she got her biggest source of leads in the beginning by sitting at open houses for busy agents. “I would say you have to exhibit rapport during open houses tours. Create a meaningful connection during it,” she adds. Find out if the people are working with an agent. “And then tell them that if this home doesn’t fit their needs, I can provide you with other options,” Pagani says.
Try a giveaway
In her recent newsletter, Pagani advertised to pay clients’ first mortgage payment, provide money toward closing costs, or buy discount points if they come work with her team. When LaFido was doing more direct mailing, he would send out such things as a silver platter for luxury listings, with a mailer saying, “Offering a higher selling price on a silver platter.”
“It’s about doing something creative to get their attention.” He also sent out aspirin telling people that, “Selling your home doesn’t have to be a headache. Give us a call.”
Put yourself out there
Networking at Chamber of Commerce gatherings, local REALTOR® association get-togethers, and community events such as the firefighter pancake breakfasts lays the groundwork for people knowing who you are.
“Don’t be a secret agent,” LaFido states. “They need to know what you do.”
Madison believes COVID hurt many agents’ networking abilities. “They don’t talk to anybody. It’s all emails and texts.” In many of the classes she teaches in Illinois, she finds that many REALTORS® don’t go to any REALTOR® association conferences or any other events.
“Real estate is a people business. You can’t do this by just sitting behind a computer,” she says.
Sponsor a local team
Madison coached and managed her daughter’s softball team for eight years.
“My involvement with the girls brought me 30 percent of my business back then. I sponsored the team, and my name was on the back of their shirts.”
People want to know who their REALTOR® is. By being a part of their kids’ lives or part of a community or nonprofit event, it gives potential clients a first step toward trusting you and liking you.
Use referral pages of your designations
NAR along with its affiliate institutes, societies and councils present many designations and certifications which touch on a variety of niches and specialties such as negotiations, smart homes, vacation and luxury homes, investing and digital marketing. A majority of these designations have a Facebook referral page.
“For instance, once you have your ABR, you are never going to refer anybody who doesn’t have their ABR,” says Madison. “Designations get you more referrals.”
Once you are in a designation referral page, look for clients in other cities looking for help in your area. If you need to refer a client to a REALTOR® in another city far away, then look for a REALTOR® with that particular designation to help your client that is moving.
Create videos that give information
LaFido generates educational videos. He just made 12 with simple topics such as tips for buyers and tips for sellers.
“It’s all about real life scenarios. Those are the best topics,” he says. He also documents transformations of his listings. “I documented the before and after of a home’s purple walls and then after they painted and had it staged.”
He uses those videos if someone at his next listing is pushing back on ideas. They get to see his ideas transformed, which in turn help them understand that doing certain things to their property will get them more eyes on it and more money hopefully.
Offer other helpful services
Pagani’s background in interior design allows her to provide specialized services including remodeling, staging and rethinking spaces. With these skills, she and her team can maximize property value and help buyers get the lifestyle they desire.
LaFido also has advice to REALTORS® who want to win more business.
“Be likeable. People don’t want to hire jerks,” he states.
About the writer: Lee Nelson is an Illinois-based writer whose work regularly appears in REALTOR® Magazine and other industry publications.
