It’s not often I hear a coaching client say, “I can’t wait to start lead generation tasks!” In fact, in my 13 years as a real estate coach at Buffini & Company, I don’t think I’ve ever heard these words spoken.
Real estate lead generation typically doesn’t rise to the top of anyone’s fun list. But it’s an important task that’s necessary to be successful in business. As a coach, my job is to help my clients discover better, more enjoyable ways to increase lead generation with less pain and misery.
Fortunately, lead generation can be accomplished in a variety of ways. It doesn’t take long to discover which activities produce great results based on the personality and style of individual agents.
In my experience, there’s one lead generation activity that works well for anybody. It even requires less time, effort, and expense compared to other lead generation tactics.
What is it, you ask? It’s Business-to-Business marketing!
Have you ever referred someone to a business with hopes that someday they’d return the favor? Have you sat by the phone waiting for referrals to appear, but become frustrated and discouraged when businesses don’t reciprocate?
Fellow businesses may need more hand-holding for these types of referral programs. To get more results out of your business-to-business marketing, start by intentionally tracking your interactions. Use the same approach you use to track marketing efforts with clients in your real estate CRM.
Keep Your Real Estate CRM Updated with Business Contacts
You may have a list of common trades people in your phone right now. When a friend or family member needs a good plumber, landscaper, painter, or roofer, you know exactly where to send them. If you haven’t already, add these contacts into your real estate CRM and use their information for lead generation.
New to the area or the real estate business? Now is a great time to get to know other vendors or businesses through local business networking and professional groups. Exchange business cards and follow up with a few people to grab coffee or lunch. This helps solidify a budding business relationship.
If you need a few networking pointers, we have free resources available to help you Master B2B Networking.
Schedule a Meet and Greet
Once your vendor list is added to your CRM, begin by calling or emailing them to schedule one-on-one meetings. Face-to-face time is key to developing a mutually beneficial relationship. Most business owners are busy and their time is valuable, so keep the meeting brief over a cup of coffee, during a lunch break, or grab a drink after hours.
Extend Value
Remind those you meet with how referral programs can add great value to business-to-business relationships. As someone who works solely on referrals, explain how part of the services you provide is connecting clients with people and businesses you know and trust.
Compliment them by telling them you intentionally share their information because you trust them and know they’ll offer outstanding value. In essence, by sharing their information with your clients, you want to help them achieve success in their business too.
By first extending value, you can then use the principle of “Give, Ask, Receive.” When you help others, they’re more likely to help you in return. As you explain your method of sending referrals to them, share how you can receive referrals in return. When people realize a budding relationship is a win-win, many are quick to jump on board with a referral program.
Because it’s an easy and fun way to generate leads, I insist Business-to-Business lead generation becomes a weekly task for my coaching clients. Who doesn’t love hearing how you can help improve their business? Just don’t forget to follow up with how they can help you in return. You may be surprised how one lunch out of your week could produce ROI that continues for years to come. Don’t delay, make referral programs with other businesses a priority, starting this week!
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