“It’s hard to be poor with leads banging down your door.” – Alex Hormozi
Why was I able to sell $1.1m in GCI in my first two years as an agent?
Was it because I was the best agent?
Was it because I was the best salesperson?
There were 2 reasons I was able to hit that level of sales so fast.
Fast Value: Lead generation is the most underrated skill in real estate. The “best” real estate agent is rarely the agent who does the most business. The best marketer is the agent who does the most deals. The agent that markets is also building a business that is actually valuable.
Here are the two reasons that I was able to sell as much as I did….
- I talked to more people than anyone else (that I knew)
- I leveraged my lead generation so I could spend ALL my time converting, not generating
The quote at the top of this couldn’t be more true.
You don’t have to be the best agent if you’re talking to a ton of people.
Obviously, you have to convert the leads, but that conversation is for another day.
So that leads us to the question… how can to scale or leverage your lead generation?
The biggest opportunity to generate truckloads of leads is available to everyone. And it’s FREE.
But…
It won’t generate you business overnight. You’re going to have to work on it for the next year.
Or, you can do what I did and spend $35k a month on marketing ads and buying leads.
Here is my advice for those who are serious about building a career making multiple six figures in real estate.
Content Marketing:
- Start documenting your journey (right now)
- Determine what leads you want to attract
- Make content to Convert > Before you Nurture > Then to Lead Generate
- Double down on what works
Remember that the goal of this is to make money. Making the content to convert the leads you already have at a higher level is step #1 because it’s the fastest thing to put $$$ in your bank.
This content is specifically for your “bottom of funnel” leads.
Now, you will make what the marketing world calls your Video Sales Letter (VSL). Think of this as your best possible sales pitch that you make in video form.
Once you’ve made the content to convert leads you already have, you can use and reuse it over and over for all leads.
Pro-Tip: You’ll have to make and remake this over time. Done is better than perfect. You’ll make it better over time.
Next, let’s make the content that will build your audience and help you turn your database into a goldmine.
Content to Nurture. This content is where you’ll add value to your audience and database over time. Here is an easy playbook. Make one piece of value content every single week.
- Monthly Market Updates = 12
- Monthly Case Study = 12
- Value = 28
Monthly market updates are easy, you can copy our framework for this.
Case Studies: Share your biggest win for the month for your customers. Explain the problem that you helped your customer overcome. This is where you SHOW what it looks like to work with you as opposed to telling.
It also shows social proof that you actually know what you’re doing.
Value content is hard at first, but here is how you can make it easy. Keep a running list of all questions, objections, and problems that your customers run into. Think of this as building up your FAQs.
Don’t overthink it, but start today.
Pro-Tip: When it comes to content, the TOPIC is gold. You can take one topic and make multiple pieces of content about it.
Here are the many ways you can re-make / re-use a monthly market update:
- Long Form Video (YouTube)
- Short Form Video (IG, TT)
- Written Post Long (Facebook, LinkedIn, email newsletter, mailer)
- Written Post short (X or Twitter, Carousel post, Story)
You can do this for every topic that you make content on.
Pro-Tip: This is exactly what we do to be able to make as much content as we do. This email is also going to be a YouTube video, a live topic in our community, a topic at our monthly mastermind for my team, etc.
Lastly… now you can start to make content to generate leads. Why is this last? Because it’s the hardest. Once you start creating content, talking to the leads you already have, it’ll be easier to talk to “strangers”. You’ll also have a profile built up of VALUE.
Content for Lead Generation. Decide on a clear avatar that you want to attract.
Example: We are attracting a young professional who wants great service.
Every piece of content you make for lead generation is speaking directly to that person. How you can help make their life easier.
Give away all your “secrets” and SHOW what it looks like to work with you. Give everything away for free, and you’ll attract the people you want to work with.
The best part… they’ll want to work with you.