Has the person worked with you previously? In the case of previous clients, did they enjoy working with you? When did you last engage with the person?
you perhaps don’t know in real life or know simply in passing. And, if you can make a great impression marketing yourself online, you’ll earn the respect of your virtual network, as well. Here’s how to implement an effective Sphere of Influence strategy: Our mantra is working smarter, and the same idea applies when it comes to reaching out to your sphere of influence. You certainly don’t want to invest a lot of time and money into cold leads or past clients who aren’t open to engaging with you and your real estate business. That’s why it’s imperative to keep evaluating individuals, whether they’re acquaintances or former clients. How can you do this? The first thing to do is take your list of contacts you put together. Once you have your list of contacts, start dividing the list into the following three categories: hot leads, warm leads and cold leads. If you’ve been in the business a while, you know the difference between a hot, warm and cold lead — but you might not regularly take the time to consider who in your sphere falls into each category. Here are a few questions to ask yourself about each person, so you can better determine whether they are a hot, warm or cold lead: How did you meet the person? Does the person live in your community? Has the person bought or sold real estate recently?
Once you figure out who counts as a hot contact, you will want to move those people to the forefront of any marketing campaigns.
Let me explain further.
If a lead is cold, that means they don’t know much about you and your business or perhaps do not need to buy or sell real estate at the moment. Your goal with a cold lead is to stay in front of them, so that when the time comes and they need an agent, they’ll think of you. Interacting in the community, sending occasional content emails and staying connected on social media are great ways to stay in front of cold leads. If a lead is warm, that person might be thinking about buying or selling. They might be newly engaged, looking to relocate to a larger home or downsize to a smaller one — but they aren’t quite there yet; they’re just thinking about it. Many previous clients also count as warm leads — perhaps you just worked with them and they are settled for the time being, but you anticipate working together again in the next few years. These leads need to hear from you more often than cold leads, and in more “real estate-related” ways, such as helpful market tips and neighborhood information. You might also send warm leads greeting cards and gifts, when appropriate.
10
Powered by FlippingBook