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Take your lead generation by storm!

Lead-Gen Like A Giant, Follow-Up Like A Mad Man

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“Pre-Leads” are home sellers and buyers before they get gobbled up by the giant listing portals (and before they are sold back to you as online “leads”).  More and more top agents today are focused on pre-leads to dominate their local markets.

In a nutshell these top agents build customer databases at the core of their businesses — postal databases, email databases and social networks.  In the pre-lead marketing model “lead generation” — that is identifying interested prospects — is focused on driving a continuous stream of prospects into their database where 60-70% of their business comes from.

Lead Generation In The Digital Age

In the digital age lead-generation choices have multiplied like rabbits. Back in the day, the Big Five of Print, TV, Radio, Signage and Direct Mail were everything. In this century the choice of media channels has exploded into a fragmented universe — some gurus call it ‘fracked’ — as our graphic above illustrates.

Exactly how you “feed your funnels” to grow your database depends on your business focus, your market, your niche(s) and your skills. Everyone does it their own way. Some use online tools. Others use offline strategies. Still others use a mix of almost anything that works from pay-per-click search, signs, print ads, EDDM (Every Door Direct Mail) geofarming, cold calls or duty desk to door knocking, referrals, Expireds, FSBOs, paid leads or community sponsorships.

Ultimately whoever builds the largest database wins.

New Old-School Marketing

While some agents will forever chase the latest mobile craze or social media fad, many top listing agents today are taking a new-old approach. These listers are taking advantage of hitting people in their mailboxes. Why? Because direct mail is targeted. Direct mail is hyper-local (in fact, a property address is the very essence of real estate)…and because direct mail gets delivered — without being routed to the oblivion of spam folders or dropped into flooded inboxes or news streams.

In a word, direct mail works.

The real secret today is not lead generation, but following up and converting the prospects you’ve already captured…and retaining past clients and sphere to maximize referrals and repeat business.

It bears repeating: Consistent lead generation is important to grow your pre-lead database. What’s critical is to follow up that database like a mad man to dominate your real estate market today…and tomorrow.

Special nod of thanks to Walk Like A Giant, Sell Like A Madman, the title of Ralph Roberts’ brilliant 1997 book with John Gallagher that inspired the title of this post.

Dan Gooder Richard

Dan is the President/Founder of GOODER GROUP - RAINMAKER LEAD SYSTEM. He is also the author of two successful Real Estate books: REAL ESTATE RAINMAKER: Successful Strategies For Real Estate Marketing (Wiley) and REAL ESTATE RAINMAKER: Guide To Online Marketing (Wiley).

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Dan Gooder Richard’s 20 New Rules of Online Marketing

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REAL ESTATE RAINMAKER Guide to Online Marketing by Dan Gooder Richard was first published in 2004…more than a decade ago. We recently revisited the book’s “20 New Rules of Online Marketing.” In today’s digital age…even looking back over the introduction of eBooks, smartphones, social media and mobile devices…these 20 rules still ring true today. They bear repeating…

1. Old Rule:
New Rule:
The Internet changes everything.
The Internet changes everything except the rules of business.
2. Old Rule:
New Rule:
The Internet will change real estate, as we know it.
Your business is your business and the Internet is a tool to be used.
3. Old Rule:
New Rule:
Your name is your brand.
Your brand should never be your name.
4. Old Rule:
New Rule:
Your website is all about you.
Your website is all about the customer.
5. Old Rule:
New Rule:
Online advertising will surpass offline advertising.
Integrated offline and online promotion wins every time.
6. Old Rule:
New Rule:
If you link out to other websites, prospects will never come back.
If you’re not networking on the Internet, you’re not working.
7. Old Rule:
New Rule:
Optimizing your site for search engines is the key to traffic.
Offline promotion, strategic links, and search marketing combined maximize traffic.
8. Old Rule:
New Rule:
Delivering leads is the only job for a website.
The best websites deliver leads and customer service.
9. Old Rule:
New Rule:
A picture is worth a thousand words.
A website is worth a thousand pictures.
10. Old Rule:
New Rule:
The Internet will disintermediate real estate professionals.
The Internet makes personal service even more priceless.
11. Old Rule:
New Rule:
Market share is paramount.
Lifetime share of customer is even more valuable.
12. Old Rule:
New Rule:
The Internet works best as a direct marketing medium.
The Internet helps you generate transactions and build relationships.
13. Old Rule:
New Rule:
Spam will be the death of e-mail.
Permission marketing will survive after spam is outlawed.
14. Old Rule:
New Rule:
Content is king.
The right customer-focused content is king.
15. Old Rule:
New Rule:
The dot-com era was the peak of the Internet.
The Next Wave Internet boom is here — and it’s going to last.
16. Old Rule:
New Rule:
Internet games are diversions for kids.
Kids who first played Internet games are now prime first-time buyers.
17. Old Rule:
New Rule:
Internet users aren’t like you or me.
Internet users are you and me.
18. Old Rule:
New Rule:
All this tech-talk is just Geek to me.
You should definitely hire a virtual assistant.
19. Old Rule:
New Rule:
Best practices are the best practices.
Best practices are the ones that work for you.
20. Old Rule:
New Rule:
Retirement means declaring victory and turning out the lights.
Retirement means selling your e-practice to the highest bidder.

Dan Gooder Richard’s 20 New Rules of Online Marketing are from REAL ESTATE RAINMAKER® Guide to Online Marketing (ISBN 0-471-47223-9) published by John Wiley & Sons.


These are just some of the new rules of online marketing that you’ll find in this helpful, hands-on guide.In the “Real Estate Rainmaker: Guide to Online Marketing”, Dan Gooder Richard offers new solutions and proven ways to use the Internet to drive your real estate business. Whether you’re a novice or a veteran real estate pro, you’ll find all the cutting-edge online strategies you need to design and implement your own effective, profitable marketing strategy – with practical guidance on building a unique online brand with web domains, websites, and e-mail marketing strategies. Full of real-world examples and straightforward guidelines, the “Real Estate Rainmaker: Guide to Online Marketing” will help you generate more leads and more business than you ever thought possible!
Kindle Price: $16.47 USD
Hardcover Price: $24.32 USD
buyamzon button Dan Gooder Richard’s  20 New Rules of Online Marketing

Dan Gooder Richard

Dan is the President/Founder of GOODER GROUP - RAINMAKER LEAD SYSTEM. He is also the author of two successful Real Estate books: REAL ESTATE RAINMAKER: Successful Strategies For Real Estate Marketing (Wiley) and REAL ESTATE RAINMAKER: Guide To Online Marketing (Wiley).

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NEW EDDM NEWSLETTERS!

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NEW! EVERY DOOR DIRECT MAIL
 
EDDM NEWSLETTERS
Hyperlocal Lead Generation
Has Never Been Simpler!
 
How EDDM Newsletters work for you: We write, design, and print your branded RAINMAKER EDDM NEWSLETTERS. Then, we fold to 8.5 X 11″, count and ship your ready-to-mail newsletters to you. All you do is drop your EDDM NEWSLETTERS at your local post office. No address labels required. No permits. No fees. You simply pay the dramatically lower EDDM postage with easy paperwork…and your post office delivers your EDDM NEWSLETTERS to every door in your target area. No mailing lists. No permit. You generate hyperlocal leads simply, effectively, affordably.
 

Dan Gooder Richard

Dan is the President/Founder of GOODER GROUP - RAINMAKER LEAD SYSTEM. He is also the author of two successful Real Estate books: REAL ESTATE RAINMAKER: Successful Strategies For Real Estate Marketing (Wiley) and REAL ESTATE RAINMAKER: Guide To Online Marketing (Wiley).

More Posts - Website - Twitter - Facebook - LinkedIn

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