Estate agency lead generation: keys to success

From visibility to trust

Recruitment, the most difficult part of being a real estate agent

Attracting selling owners is the most difficult part of being a real estate agent. In a profession as atomised as this one, gaining the trust of an owner who wants to sell your flat It is what all agents are fighting for, the raw material that sets the real estate machinery in motion, the be-all and end-all, you could say. And this leads to the resulting wear and tear of messaging and the overwhelming of owners, who often do not want to hear another pitch and prefer to sell their flat on their own.

The point is that, if the recruitment is well done, the rest comes naturally. And what is a well done recruitment?

Keys to successful recruitment

- The one who has the confidence of the owner, who grants marketing exclusivity to the estate agent for a minimum of 4 months. In an exclusive sale, the agent's focus of interest is on selling at the best price in the shortest possible time, always prioritising the seller's interests. When marketing is handled by several agents, the focus of interest is on being the first to sell, relegating the seller's interests to the background. Let's remember here why the fear of real estate exclusivity exists.

- The one that is made by agreeing to a optimal housing valuation. Advertising the flat at most 5% above its value is an essential first step and should be done by a reliable and capable valuer or real estate professional. Flats priced too far above their valuation receive little or no contact and consequently no visits from people who can make offers. A drama.

If you would like a free valuation of your property, without obligation, reasoned and without generating false expectations, ask for it. for free here.

How do we make ourselves known as estate agents?

But recruitment is the fruit of a journey that begins much earlier... According to Business InsiderIn the case of the Internet, around 80% of people do research on the Internet before buying a product or contracting a service. The IAB Annual Social Media StudyThe report states that 59% of consumers consult social media before making a purchase decision. And according to PuroMarketingIn the last two years, two out of three Spaniards research and buy on the Internet 20% more than before the pandemic.

So, seeing that consumers are much more informed thanks to immediate access to information, it is clear that, as brands, we must be there where our potential customer transits. and take advantage of all possible communication channels to implement the classic sales funnel:

First you have to meet us, get to know us, because if you don't, we're in trouble! You know the saying... out of sight, out of mind! Once we have them there, if our proposal is attractive, we can awaken their interest and encourage them to make a decision.

How do we awaken the owner's interest?

One of the biggest mistakes made in recruitment is to do it from a purely sales mentality. The rules of the game have changed, and A sales pitch that is aggressive, impersonal, zero empathy, denoting neediness and deployed in hackneyed messages will only alienate our interlocutor. That is not making us desirable, it is provoking rejection and mistrust. 

Take the time to get to know your potential customer.. Knowing who he is, what he needs, how we can satisfy that need and knowing how to communicate it to him without fuss, focused on him, and with the calm of someone who knows he has authority because he has mastered his craft like no one else. This is exactly what Sam Richter states in his book Take the Cold Out of Cold Calling: "Even if you are not going to use the information, you will be more confident and powerful when you have the knowledge about the other person and their company".. The key here is that no one wants to feel like "one more". 

At this point, however, it is very important to know that not everyone is our customer. Our proposal has its audience. So in the first contacts with a potential client we must qualify him, listen to him, empathise and only then will we know if we can help him and how. That is why it is called potential...