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The lead-generation shootout

Part 1 of 2: How to compete with new online real estate models

(This is Part 1 of a two-part series.) Real estate is being transformed by changes so profound that it may rip the industry apart. If you're still hanging on to 20th century prospecting and by referral techniques as the only tools in your lead-generation toolbox, the coming changes may wash you out of the business if you are unwilling to adapt. The rate of change in our industry is staggering, yet it doesn't begin to approach what is coming. The riptide of change threatens to put you out of business if you are unprepared. This will be especially true for older agents who still struggle to answer e-mail, who have never sent a text message or who have never played an online game. The Lead-Generation Shootout If you're wondering why your phone is not ringing, why your print advertising seems to have a decreasing rate of return or why your referrals have dried up, the explanation is simple: Many of your lead resources have moved online. It seems that a battle is shaping up a...

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