"If you dominate with lead conversion, you don't have to worry where your business is going to come from," begins Verl Workman during the most recent RISMedia webinar. Entitled "Leads: How to Make an Impression and Win," the session was moderated by Workman, a real estate coach and founder of Workman Success Systems, and sponsored by Buyside.
The webinar featured a panel that included Karina Lopez, VP of Marketing and Operations at ONE Sotheby’s International Realty; Rajeev Sajja, VP of Digital Innovation at Berkshire Hathaway HomeServices Fox & Roach, REALTORS®; and Alissa Harper, VP of Growth at Buyside.
The hour-long webinar detailed how to leverage leads to pump up your business. Here a few of the top takeaways from the conversation:
Organize Your Lead Data
It doesn't matter how many leads are coming in—if you don't have a system to organize them, they can't help you.
"Brokers deal with a lot of data. If it's not organized and structured, we can't make good decisions," said Sajja, who went on to quote Arianna Huffington: "We're drowning in data and starving for business."
Sajja suggests implementing a data and analytics tool like Buyside to help you aggregate that data, so you can make informed decisions.
Make Adoption Fun
"Being in this industry, we can all appreciate the challenges with new marketing and tech tools to agents, who are inundated with new tools and data each day," says Harper. "As brokerage leaders, we need to wade through what is going to offer value and bring new business."
However, after you've identified what tools will offer value, you still need to implement them, and if you're adding a ton of tech tools into your brokerage, it's important not to overwhelm your team with adoption. Sajja solved this problem by hiring a local tech company to use their Buyside data to make a game, so the agent can play while they learn.
Know Your Core Focus
In order to boost your business, you need to know what your core focus is. "We're a listing-centered company, so we're always looking for an edge on how to make a better value proposition for our listing agents when they go into presentations," says Sajja. Ask yourself: What is the game you want to win? You need to know this to succeed.
Lead With What's Valuable
While this may seem obvious, many brokerages make the error of not leading with their most valuable asset—often, a specific tidbit of information. "Know what is most and least valuable for your client, and lead with that," stresses Lopez. For her that has meant: "don't lead with what your company can do but with the value of our client's home, which is what they really want."
Learn more from the webinar in the recording below: