100 1 Percents
I have a feeling that lots of folks are chasing a non-existent silver bullet. They are performing at a level 'x' and they're looking for the special real estate internet marketing tool or technique or potion that will get them performing at 2x or 3x.
Well, I'm going to tell you something that you may not want to hear. What you're looking for just doesn't exist. If you want to improve your performance, you're going to have to do a lot of little things.
In the end, all of these little improvement, these optimizations, will add up. I like to assume that every improvement I make will increase my effectiveness by 1%. Every time I improve my technique or add a feature or crate a special offer or improve a campaign, I can expect a 1% improvement. So, if I want to double my effectiveness, I need to make 100 improvements. In general, I find this to be a pretty good rule of thumb.
A very successful salesman once said that the secret to his success was that he called people back. Well, you might be thinking, "I call people back." Well, do you really? How quickly do you call them back. How many times do you call them back. Let me give you a few guidelines that I think will each give you a 1% (or probably much greater) chance of improving your sales performance:
- Try to call every lead back within 1 hour. If you don't see the lead for a while, that's ok. maybe you were on a showing or driving or taking a swim. It's ok. Just try to get back to everyone in an hour. if you get back to that home buyer in 2 hours, don't hate yourself.
- If you don't get them on the first call, call again the following day.
- If you don't get in touch with the lead after 2 calls, call again.
- Call back 5 times, once per day, over 5 or 7 business days. Watch how many more of your leads you'll actually have a conversation with!
- Use a real lead management package - of course we recommend LogicLeads, but I'm not selling here - enter each lead into the system. Enter each planned follow-up into the system and catalog your showings, emails and call, even if all you did was leave a voicemail.
OK, if you're reading this and thinking," I already have a system like this and I execute it every time." Good for you! I bet you're also a pretty good producer. There's always room for improvement, but I think you can focus your 1%'s on other aspects real estate marketing, like blogging or newsletter writing.
But, if you're reading this and saying, "I know. I really should be better at following up with my leads and contacts." Well, it's time to make some small changes. Those 1% improvements really add up.
OH - I almost forgot.
I was reading Matt Cutt's post about Google factoring in load speed into their search algorithm. I should mention that I was reading High Rankings Advisor and found the link to the post by Matt. At any rate, Matt mentioned that fewer than 1% of sites would see a change in their ranking in the search engine results are a result of Google including load time in their 200 or so factors which determine search engine placement. Now you know where I came up with the title of this blog post!
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Posted on August 31, 2010 Filed Under Lead Capture, Real Estate Lead Generation, Real Estate Marketing, Real Estate SEO, Real Estate Search Engine Optimization Leave a Comment
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