The Two Lead Generators Your Website Needs

On today’s episode of Confessions of a Top Producing Real Estate Agent, we’re continuing website month here at AgentGradSchool with week three in the series about how to get leads and clients from your own website on today’s episode. Why having a Contact Me button or a page, or sometimes a Work with Me page doesn’t work, and the two ways to tell people to reach out to you instead. Welcome to this episode of Confessions of a Top Producing Real Estate Agent. I’m your host Jennifer Myers. Listen in as I share exactly what I did to go from not being able to sell a house for years to becoming one of the top 1% of agents in the US even opening my own brokerage full of agents to help me serve all their clients that were coming my way. I taught those agents the same strategies I used to become a top producing agent. Now, through this podcast and AgentGradSchool.com, I’m sharing the same modern marketing and business strategies with you. Most of which I learned from looking outside of the real estate industry, no fluff, no theory, no outdated sales techniques or paying for leads, just the exact steps to get you the real estate business you’ve always wanted. And the life outside your business, you’ve always wanted to let’s make it happen and dive into today’s episode. . Before we dive into today’s episode, I want to give a quick shout out to one of our listeners, L bell 51 15, who left a review on iTunes. She said, this Podcast as a total gem, she gave it five stars. And so on this podcast provides so much value. If you need help with marketing and branding, thank you for sharing and confessing. And she speaks to my love language, which is emojis. You left a little Winky face, so thank you, Elle bell, 115 for listening and leaving a review. And I’m so glad this Podcast has helped you. So as a little ways to say thank you for leaving a review every month I will pick one review to share on this podcast, and I will send a little thank you gift to you. So this month is a twenty-five-dollar Amazon gift card, because what more could we want, then more things delivered to our house right now, right? So email me at Jennifer@agentgradschool.com Elle Bell 115, and I will ask you for your address or a way to get you your gift card. And for those of you who leave a review over the next month, I will be the third week of every month. I’ll be sharing a review and the review I share will get a gift card. So thank you for listening and thank you for leaving your reviews or wherever you listen to this podcast. All right, onto today’s episode. So all month long, we’ve been talking about how to use your own website as the hub of your lead generation, that your website, if you use correctly, can be the number one way that you get new leads, convert. Those leads to client who are clients who actually want to work with you. And it’s a great way to also keep in touch with people, not only your sphere, but also your past clients and your new leads and your current clients, that your website can be your hardest-working salesperson working for you 24/7, so that you can be doing things that are way more fun. Other than lead-generating like spending time with clients who have committed to working with you, or, Hey, how else are you taking some time off instead of worrying about when and where your next client is coming from. Instead, you use your website to bring you clients so that you don’t have to be the one picking up the phone or door-knocking or doing all these things that take a lot of time to lead generate. So putting together a website does take time in the beginning, but once it’s done, it’s done and then you can build on it from there. So that’s the goal. And having used my website to build my million dollar-per-year real estate business in real estate brokerage, I can tell you firsthand that not only does this approach work, but your clients like it better than having you show up at their door or having to answer your calls. And it’s just way more fun to run a sales business and not worry about getting leads all the time. They just come in. And yes, like I said, this is not something that happens overnight. It does take a little work and a little creativity and a little ingenuity to set up. But once you get the ball rolling, it just goes downhill. And is by far, I’m more of a rewarding way to grow your real estate business because what happens is you are able to scale your business, all those door-knocking and cold calling and calling your sphere as your business grows, that those types of lead generation actions, they take more time. The more clients that you’ve helped, the more your sphere grows, your Website does not by using your website takes the same time. In fact, it takes actually less time as time goes on, because you can start on a map, making things in spending a lot less time as to, as your business grows on lead generation and get more from it. So that’s what we’re trying to do here. And I’m sharing these tools with you on this podcast, because time and time again, I see both new agents and agents who’ve been in the business for decades. Still not have consistency in their business, or they’re working as hard as they did 20 years ago, trying to get Clients still. And there’s not that kind of automation at that point. I mean, I don’t know about you, but when I started in real estate, I didn’t expect to kind of pound the pavement for years and years and years. At some point I figured that Clients would be coming to me. And so often I see that’s not happening for so many real estate agents. So your website and using your website as your number one way of generating leads allows for that. Now sure. You can knock on doors and you can cold call and you can call your sphere and you could have lunch or coffee with people. But like I said, as your business goes, The grows your ways, those ways of marketing or sales take more time, not less. So what I’m teaching you to do is front-load your business, put in the time. Now, when you don’t have as many clients and then build something that you can stand on and grow and scale and spend less time lead-generating as your business school grows. That is the goal here. So, so far in this series, this month-long series that we’re doing about how to do that in your business, how to use your website as your lead generation tool, we’ve talked about in week one, how to turn your website into a lead generation machine. And week two, we talked about the five reasons you aren’t getting leads and Clients from your website and how to fix it. And those episodes today’s episode is built on those first two episodes and the series. So if you haven’t listened to those yet, please go to Agent grad school.com forward slash podcast to see all these episodes. And while you’re there, you can also sign up to get our free training episodes delivered right to your inbox every Tuesday. So you’ll never miss one in the future. So week three, which is where we are now is all about how I oftentimes see real estate websites have a Work with me or contact me Button OR page and real estate agents think that often, that means, OK, and then I have a lead generator, or I have a call to action. OR I have a way to get leads from my website. And unfortunately, those aren’t kind of enough to have consistent leads coming in on your website. And instead, I would recommend that you use these two call to actions or lead generators on your website instead of it. And I’m going to explain what those are today. So I’m going to dive a little bit deeper into how you get a casual Website visitor to turn into a lead using to very specific calls to action on your website, which essentially is either an opt-in or a lead generator. They are all the same words, call to action, lead generator, you know, marketing, all of it’s just direct marketing, modern, direct marketing. That’s when you specifically give people a way to reach out to you during their, during their time, at the time that they have, that they can have landed on your website and you give them a reason to reach out to you right now. So first, before we dive in, I think it’s important to define again what a lead actually is. And so when I talk about getting leads from your website, a lead is when somebody voluntarily gives you their contact information and by doing so says that they want to hear from you again. So elite is not telling people, for example, to sign in at an open house, and then secretly using that as a way to reach out to them in the hopes that you can convince them to become a client. Those aren’t leads. So, you know, I really recommend that you stop doing that because everybody’s annoyed by that, including their agents who nine times out of 10, just didn’t write down their agent’s name. They wrote down their name because you told them to sign in, right? No one likes to be kind of duped into a lead generation. So that’s not at all what we’re talking about here. We’re talking about voluntarily people wanting something that you’re offering them on your website and voluntarily asking you to follow up with them again. That is what we’re creating here. So no one likes when you, you know, tell them to do something and really it’s for another purpose. So please don’t do that kind of thing in your marketing. It’s just, it’s just not professional. And it’s just not a way that’s not marketing. That’s kind of forcing people and telling them one thing and doing another. So that’s not what we’re looking to do here. So how specifically do you get someone who is on your website to voluntarily give you their name and email address and actually want to hear from you again, right? There is an art and a science to this. You need to have two specific what I call. I’m just going to call them lead generators, but they’re also called Call to Actions, specific ways that people can ask for your assistance or ask for what you offer them. So there are two ways to do this. The first one is called what I am and I made up these names. So I think they’ll make sense, but the first one is called the looky-loo and the second one is called the emergency brake. So I’m going to explain what both of them are and why they’re both important to have on your website to get leads. The first one is called the looky-loo and look, you lose are definitely going to do something someday. They just don’t want to do some do it now. So their buyers and sellers that are looking around at their options, they’re gathering information. They’re seeing if anything stands out and maybe they are making a list of agents that they meet someone they are ready to make a move, or they have some knowledge and information. Most of the time, these types of people are information gatherers. And so they are taking their time to feel more empowered, more educated. And by doing that, that makes them feel more comfortable too, move forward when they’re ready. And so they just aren’t ready to move forward at this minute. Now I love looky-loos, looky-loos are great because they are people that you can build a relationship with over time so that when they are ready to buy or sell a home using you becomes a no-brainer, right? Looky-loos are great. And I think so often we real estate agents, many real estate agents. They’re just kinda looking for the people that are ready to act right now. And there is obvious validity to that, but, you know, I don’t know if there’s how there could be a statistic. I’ve seen statistics, statistics on NAR about, you know, when people start looking online before they buy, and it’s usually like three months or four months. And so you have a period of time in a large group of people that aren’t ready to buy and sell at this moment. And so many real estate agents just to kind of ignore them. And I think that’s where a lot of gold can be found. A lot of relationships can be built and you have the time to build them and really kind of build a solid foundation and answered the question of why they should choose you over time, rather than like this instant moment. Right? And so you need something on your website that would appeal to these folks. These are the information galleries that kind of, I’m not ready yet. And so, as I said, so many buyers and sellers start off like this. And so we do want to appeal to these people that aren’t quite ready. Maybe they hear about us from somewhere, or they see something we’ve done to promote our website or, or, or they’re researching online and organically. Our website pops up and somehow they ended up there and, you know, there are so many ways to get visitors to your website with your marketing. And so I’m not going into that for this episode. Let’s just assume somehow these looky-loos got to your website and there are some of the best leads that you can get because they want to get to know you before they are ready to move forward. They are searching for information and are trying to make sure that they have the knowledge and the confidence and that all their ducks in a row. And so when they’re ready, they really are ready. And they, they want to feel empowered in the meantime and inspired and educated and understand the process. And so you want to have a lead generator that speaks to sthese people. They are not ready to move forward yet. And so you definitely do not want to push them further than they are comfortable. That’s a really great way to scare them off. So they’re not ready to move. They’re not ready to meet with you yet, but they are looking for something. And so you want to give that to them in exchange for their name and email address. And, and a lot of times it has to do with, you know, how we always talk about, like, who were you talking to? Who’s your audience, who’s your niche? You know, in order to answer this question, what would be something of value to them in this kind of information gathering stage that these folks are in the way to know that is knowing who your audiences are, who’s most likely to be at your website. So for me, for example, it was the first time home buyers. So there was a ton of information that I could have chosen to get a first-time homebuyer, which is a whole lot different, you know, luxury million dollar buyers or people who are looking to sell. Right? My audience was first-time homebuyers, and that is who I was spoken to. And so that is the information that I provided now. Looky-loos are easily scared off. So don’t ask them for money. Don’t ask too much from them and let them kind of be anonymous. They want to kind of stay under the radar. They don’t want to hear from you. And so you want to just give them what they want at this stage of the game, and then let them go on their merry way, but you’ll keep in touch with them between now and when they’re ready to buy or sell, which we’ll actually be talking about next week is how to, how to keep in touch and close that gap between them finding you in them actually moving forward. So don’t scare your looky-loos away. They don’t want you to call them. They don’t want to call you. They don’t want to meet with you. They don’t want to work with you right now. So give them what they need. Typically this is information or something of value that they can use now, or in the future when they’re ready. And then your job is to keep in touch with them, continually providing them with the same level of value in the same info, like the type of information, educating them about one thing or another until they are ready. So this is so many buyers and sellers at any given moment. So don’t scare them off, give them what they want, and then keep in touch with him in a way that doesn’t scare them off, or it doesn’t make them feel like you’re pushing them to move forward more quickly than they want. And keep in mind that information and inspiration and how-to types of things appeal to these folks until they are ready. So for me, for the longest time on my website, it was simply to get the scoop on buying or selling a buying your first home. And I made sure to say something like, you know, we’ll only send you relevant information about how to make your first home, more affordable and more durable or something like that. And we got leads from that every single day. And we knew exactly who we were talking to. And so the keep in touch system that we could, that we built, spoke to them directly. And so oftentimes they would be converted from just simply filling out a form and then being in touch and then, you know, going into the funnel that we created to speak to that audience and provide value in information to them over and over and over again. So whoever your audience is, that’s who, that’s the information you got to think, like, what is it that they need at the moment? What kind of put yourself in their shoes and ask yourself, like, what is stopping them from moving forward? What would be helpful for them? What should they know at this point? What did they know down the line? And that’s how you create the information that they’ll request. And then that you’ll continue to follow up with, but it’s hugely important that it’d be valuable information. So just know that many, many, a client will come from being looky-loos, and you give these people time and you love on them and you give them information, which is what they want and to be consistent and to be patient with them. And you don’t rush them along. So that’s the first type of lead generator that you want, which looks like an opt-in. You know, it looks like information. They fill out a form and then automatically using MailChimp or something like that, their delivered information. And then you’ll keep in touch with them over and over and over again. And then the second type, of call to action of lead generator that every real estate agent website needs is what I call the emergency brake. This is the lead generator for someone who has a problem right now that needs to be solved, or that you are best at solving. These people need your help now. And all they really need as a clear path, like what is their immediate next step? And you would think that the contact me button or the contact me page would be clear enough, but believe it or not, it’s a little bit too vague. And it’s a little bit too scary because then they have to spend their time kind of defining their problem and telling you about their situation. And like, all of that is kind of difficult. You want to make it crystal clear what kind of, where they are in the process, their own step, one of the process. And so their first step, what their first step should be. And you want to ask very little of them. You don’t want them to, I have to fill out their name, their email, their phone number, and you know, a little form like that says, you know, tell me more about your situation. You don’t want to ask. That’s asking too much of them. And so you want to make it very easy and clear what their next step is. And for people who need like you right now, their next step is to book a call or schedule a consultation. It’s one of the other, don’t say, don’t say both. And you want to do that after describing essentially your approach to solving the problem or goal that they have, and these people want your help right now. So you’ve got two different types of groups coming to your website. Literally every single day, you’ve got people who are just kind of looking around. You may have heard from you. They want to know what you’re about, probably going to, if they took enough time to do that, they’re gonna kind of by herself one day in the future. And then you’ve got these other people that are like, I heard about this person and they, I need, I need help. Now. Like my house needs to go on the market. I have to, I have to move. School starting, whatever their reason is. And so you need to make it very clear how to move to the next step with you. And that book-a-call like that one button that says like, you know, here’s how I can help you book a call. Like step one is to book a call after describing our approach. And so that’s kinda level one, but if you really want to sweeten the pot for both groups, by the way, both the looky-loos and the folks that kinda need that emergency brake, I need help now and have an easily answered that question. Why should somebody choose you? And have people who really want to work with you is to offer a program or a guarantee. And so there’s, there are so many versions of this one tiny version is like list with me. I stayed with it for free I’m, that’s one example where they’re like, you know, I need to buy and sell, but how do I, how do I move and how do I have my house look good? And I didn’t want to pay, you know, on a couple of thousand dollars for staging, it feels expensive, all of that stuff. So that would appeal because not everybody, not every agent is offering that. And so thinking about a program or a guarantee, you know, those are the kinds of things that you can put together. To, To really make it a go a no-brainer it for somebody to move forward with you and book that call or schedule that consultation. So that’s what we’re looking for to really kind of like make it easy on them and be like, yeah, there’s just like a no brainer reason. I need to move forward with this person. I’m going to give you two examples of a program or a guarantee. Now I learned the concept, of guarantees and programs from a coach that I worked with years ago named Craig Proctor. And he learned it from somebody named Dan Kennedy, who I also studied with. And so this is not an original idea, but it’s an idea that, ah, you know, I’ve used in my business and teach the agent in aging, the students in each of grad school, how to come up with a program and guarantee in their business, that kind of feels comfortable, but also creates that no-brainer way for people to, to, to move forward and answers that question. Why should somebody choose you? So I’m going to give you two examples. There are many, many more examples. And I want you to start looking for this as your starting to survey the real estate scene, you’re going to start seeing these things pop up all the time. So a perfect example is every single time you open the Redfin app or your clients, by the way, open the Redfin app, they, you see something that says buy and sell with Redfin and lists, list your home for a 1% or something like that, right? That is a program. Like if you buy and sell with us, we’re going to give you a cheap listing. You guys, as agents may not like that. But the fact of the matter is it works. And it’s one reason that Redfin grew has grown large as it has because they have a program that appeals and adds value to their audience and makes it a no-brainer. I’m not saying you’d have to agree, but that’s one that you want. I’m not saying that that is one that I want all of you to do. But the fact of the matter is that as an example of a program, now, a guarantee there’s tons of them out there. But one that I’ve seen recently that I think is great is what’s called the relocation guarantee. And it is essentially a guarantee that says if you’re relocating to the area, and if you, you know, use us to buy your home and as you’re relocating, if you get relocated within the first year after buying that home, we’ll sell your home for free. Now that’s a guarantee and there’s fine print and writing, you got to put together, right? This isn’t just a marketing thing. This is a legal contract thing that you put together. And obviously, you know, it’s a great way because nobody else is offering it. And it just gives your buyers some assurance who are relocating to the area. It makes it a no-brainer way to choose one agent over another. But chances are nine times out of 10. Nobody’s going to be relocated from a company, not nobody, but like the one it’s very, very, very slim chances that somebody is going to relocate. And within a year be told to relocate again. And look, if you have to sell one or two houses for free, but that guarantee brought in a hundred Clients, then it’s worth every penny to sell that house for free. So that’s just one example of a guarantee. And again, I’m not saying that you have to agree with these. I’m not saying that, you know, anything other than these are examples of no-brainer ways that are attracting clients. And so what is your version of that? And so these are ways to make it a, to answer that question Why You and make it a no brainer and really bring in clients very quickly. Now for you, this, for your emergency breakers, these work really well adding in a program or a guarantee, and then saying like, you know, if you want to learn more, if you want to take advantage of this, you know, but let’s schedule a call or a book, a book, a meeting, or maybe they fill out a web form and they get some, like some kind of like document from you. And then you obviously get their contact information, you follow up with them and you kind of move forward and say, you know, I saw that you were interested in X, Y, and Z. Let’s schedule a time to talk about next steps and then you take it from there. So I highly recommend that if your call to action for the emergency brake lead generator is to book a call or appointment that you can connect to an app called countless Ridley. So they can see your prospect’s can pick a time that’s convenient for them and available on your calendar. And then of course, you’d call them to confirm. And you go from there in the process, which at that point, the point in the process that we teach is you have an initial concept and you move along from there. So that app Calendly makes it a really easy way for people to kind of get to that first step. And you get in front of them with a way that feels like they’re in control. They’re picking a time that’s convenient. They are doing it an honest million anonymously without having to talk to you and not trying to have to be convinced that just, you know, they just want to like, kind of keep moving things forward. So those are the two, or maybe like with the bonus of the programs in guarantees, lead generators that you want to have on your website as a real estate agent to convert your visitors to actual leads, which means someone voluntarily giving you their contact information and requesting that you follow up with them. Now, just to, to recap, that is the first one is kind of like an often or, or, or giving information. And so an even exchange of value is happening. You’re giving somebody something that they want information, or, you know, a way to learn something education and educating them in some way or another. And in exchange, you’re getting something of value, which is their email address. The second lead generator is that emergency brake, right? I need you right now. So let’s book a call or schedule a meeting. You’re not going to offer both. You’re just going to pick one of the other, depending on the process that you want. I think book a call is better than book a meeting, cause it’s just that baby step you want to focus on what’s the next baby step. So I would suggest picking book a call. Okay. And then, okay. From there that those extra programs and bonuses, just get people to book a call or fill out the form for the information. So those are just ways to get them off the fence and actually get them to want to enter their contact information and want to hear from you again. So if you want to help choosing your lead generators specifically to talk to your audience and how to get them in to fit into your overall process of getting clients and helping clients and keeping in touch with clients in your real estate business. Well, that’s one of the many things that we help you do, and you become a student at agent grad school. We also give you a blueprint for a successful real estate business. The same one that I use to create my million dollar per year real estate business in real estate brokerage, where I was able to have more Clients coming to me than I ever could handle for a decade. And I was able to spread that wealth around to the agents. Not only, you know, have as much, many Clients as I want it to take, but, but spread the wealth of those extra leads and extra people that needed help to the other agents in brokerage. And so, and teach a very specific system of do this and then do that and then do this and all along the way, crucially important that we weave your special sauce, your uniqueness, which is You like your experience, your history of the things you and you alone can bring to the real estate agent in the real estate industry. What makes you different as a real estate agent? There was something in there. And so we’ve got a weave that throughout, and it’s important that we pull out what makes you unique and add it to the system. That’s what makes it personalized to you. And that’s what makes somebody choose you and weaving you into everything you do is all about having a business that is so very you and that’s what attracts clients to you. If you want that kind of business, if that kind of business interests you well, then head over to AgentGradSchool.com and join the waitlist so that you can be notified when we’re open for enrollment again for new students. So you’ll just go to AgentGradSchool.com/waitlist and add your name and will be in touch with you very soon when we are enrolling new students. So in the meantime, I hope this episode and this podcast generally helps you start thinking differently about your real estate business and how to get clients, and how to build a business. That feels good for both you and your clients. You know, those old school ways may Work, but man, they ain’t take a lot of time and They, and that lead-generation, you just can never get out of it. It just takes time. You know, it’s going to take the same amount of time now as it is going to take in the future. And so building a business on those kinds of concepts that just, you know, at some point you’re going to be so busy that you don’t have time to spend that kind of time on lead generation. And that’s why then you have to have a team and all that stuff. So if you want a more simple way of growing a real estate business, then that’s what we can teach you to do. You know, I always say that you can sell a house a week and we just, you and your assistant, you can sell 50 houses a year. Now you’ll be working on a lot. And so you don’t want to work that much. Then you would want to have a showing assistant and maybe a marketing assistant, but you don’t need a big team of people to sell that level of houses and more so that’s the building, that’s the blueprint that we give you. That’s the business that we help you build. All right. So if you like this episode, like Elle bell, one 15, leave a review wherever you’re listening and your, your review helps our little show get in the hands of other real estate agents. And hopefully by listening more real estate agents can create the business they’ve always wanted with more ease and more clients and more Clients coming to you and to them. And, and together, if we market ourselves in a more modern way, perhaps we can together change the way that the public sees real estate agents. Because unfortunately we’re not seeing it as very favorable by a lot of people and I want to change. And we changed that with our marketing in a way that we behave in our business, that we focus on adding value in being a true counselor or to our clients. So we’re not here just to help people who, you know, just to help anybody, a house as quickly as possible. We want to create and be a value, a valuable person, a true counselor in our client’s lives and help them with their largest and most important aspect of their life, which is their home. So that’s what we’re trying to do here at Agent Grad School and with this podcast is to help agents who want to have a successful real estate career by adding true value to people’s lives. So if that’s you, I’m so glad you’re here. And I hope that you’ll head over to agent grad school.com to learn more about how we can help you build that business. And I hope you have that hope that you’ll leave a review of this podcast wherever you’re listening. So I’ll see you next week for our last episode in the series about how to use your website as your lead generation machine in your real estate business. We’re going to talk about the most important part of what happens after you get a lead, which is keeping in touch with them and how to do that in a way that doesn’t bug them and as true value to them until they’re ready to buy or sell a home. So I will see you then. Thanks so much for being here. Thank you so much for listening to today’s episode. Remember change happens when you take action. So apply what you learned today to your own real estate business. If this episode has helped you subscribe, leave a review and share it with all your real estate agent friends, and as always, if you want even more great resources to create the real estate business you’ve always wanted and have the life you want outside your business to head over to agent grad School dot com and sign up for the free weekly trainings, you’ll get free classes, discounts, and other goodies that only go out to real estate agents on that email list. See you next week right here on Confessions of a Top Producing Real Estate Agent the Agent Grad School Podcast.