Real estate is a fast-paced, ever-changing game. As a new agent, figuring out where to start with lead generation can be overwhelming. Even seasoned pros get caught up in the hustle and bustle of transactions, and the finesse of streamlining their lead generation gets pushed to the sidelines. 

Forget the chaos and inconsistency of dabbling in it all; it’s time to choose your lead pillars strategically. Here’s how to do it in five straightforward, intentional steps.

Step 1: Evaluate Your Options 

With a sea of lead-generation strategies before you. It’s tempting to try them all, but that’s the fast track to burnout. Instead, start with an all-encompassing list of lead generation strategies and categorize each strategy into one of three groups: 

  1. Exciting
  2. Daunting
  3. Unknown Territory

Step 2: Play to Your Strengths

Understand that real estate lead generation is not one-size-fits-all. Embracing your unique personality and playing to your strengths will lead to better results and more fulfillment in your work. What works for one agent might not work for you, and that’s okay! Go ahead and get rid of any strategies that make you uncomfortable or unsure. Remember, confidence is key in this business. 

From there, ask for advice from veteran agents about those unfamiliar strategies and use the insights to your strengths to determine if these strategies should stay in the running or get tossed. As you review the list from this perspective, your potential lead generation strategies are becoming more refined and reflecting strategies that truly align with your personal style and approach to business operations. 

Step 3: Consider Time and Money

Time and money are your most valuable assets. Analyze each lead generation strategy through this lens. 

First, establish an overall (and realistic) budget that allows you to maximize ROI and feel comfortable with the expense. Profitability is far more important than revenue. Many of the ways agents generate leads cost little to no money while some, like online leads and geographical farming, require consistent expenses. 

Next, evaluate the tradeoff between time and money. For this to be successful, you’ll need to fully understand what lead generation tactics you can fit into your schedule and how much money you are willing to spend. Know where you stand on this spectrum, align your choices with your financial and time budgets, and lean in accordingly. 

How is that list of potential lead generation strategies looking now? It should be more attractive. Now, let’s delve into the sophistication and finesse of optimizing and systemizing our strategies.

Step 4: Cultivate Expertise

Knowledge is Power. One thing I have learned in the last few years is that there are some wildly impressive leaders in our industry. Go find the ones that bring out the passion in you, the ones that teach you and inspire you to discover your version of winning in this industry. 

To build your empire, you need to absorb knowledge like a sponge. Listen to industry podcasts, read insightful books, and find a mentor. Join a coaching program or simply research what these leaders have done in relation to each lead generation strategy on your list. Then rinse and repeat. 

I cannot stress enough how easy it is and how incredibly impactful it is to find your tribe and learn what plays worked for them. This step is about transforming your ‘good’ lead pillars into ‘great’ ones through expertise and igniting the passion for the game.

Step 5: Develop Standard Operating Procedures (SOPs)

For each lead pillar you’ve chosen, develop a Standard Operating Procedure. This is critical, even if the lead pillar comes naturally to you, you need to make the SOP.

A well-crafted SOP turns chaotic efforts into a streamlined, repeatable process. It’s about creating a consistent, efficient approach to each lead generation strategy. Plus, unless you plan to work until you die, you’ll need a strong bank of SOPs and checklists to train and retain talent to carry out these systems for you.

Remember, when choosing your lead pillars; it’s about building a foundation for consistent, sustainable success that works with your time and money bank. By following these five steps, you are crafting a personalized roadmap to embrace your strengths, make smart investments, grow your knowledge and systematize your approach.