• I met an agent who had been creating 1,400 new leads annually -- and only converted 21.
  • The term "lead generation" needs a makeover.
  • If you aren't giving buyers an engaging experience, no amount of leads will change your luck.

I’ve been getting this question a lot lately: “I need lead generation. How can you do that for me?”

Let me explain the untold story about lead generation.

A few days ago, I met with an agent interested in moving over to the Agent Impress platform. The moment we sat down, he opened his laptop and showed me a spreadsheet jam-packed full of numbers.

His first question: how can your platform generate as many leads for me as my spreadsheet? I had a look. It took me aback for a moment. This agent had been creating 1,400 new leads per year!

Guess how many converted — 21.

I’m no mathematician, but I’d venture to guess that guy was leaving some money on the table.

Unfortunately, that’s normal. Agents are spending thousands of dollars each month for hundreds of leads and little in return.

See the problem here? An agent’s job is to sell real estate, not spend his or her time as a cold-calling professional.

Redefining lead generation

I think the term “lead generation” needs a facelift.

Is forcing buyers (really just “lookers”) into giving you their info after viewing three photos on your site selling homes? Of course not. Being relevant, adding value and answering important questions before they’re asked is the best lead generation money can buy.

We can find square footages, numbers of bedrooms and bathrooms, and lot sizes anywhere. What we can’t find anywhere else is you.

If you aren’t providing buyers with an engaging experience, no amount of new leads will change your luck.

Changing the conversation

Don’t force uninterested buyers into doling out their information. Instead, wow them. Give them what they need — high-resolution photos, 3-D and video tours, lifestyle scores, Google street view, Yelp integration — and by the time they’re finished looking, they’ll be hot.

And here’s the best part: you spend way less money for genuine leads who convert to buyers.

Consider the new age of lead generation. Focus on giving buyers an intuitive and informative experience. Stop spending hours calling people who don’t want to hear from you, and start interacting with the ones who do.

Kyle Draper is the president and co-founder of AgentImpress.me. Connect with him on LinkedIn or follow him on Instagram.

Email Kyle Draper.

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