A few weeks ago, we reported that August pending sales were up in August.  We stated that this could lead to a rise in sales in the months following.  We’re happy to announce that September home sales rose 14.8%.  Furthermore, September new pending sales are up 19.6%, so you know what that means don’t you?  We could see further home sale gains in the coming months.

September Home Sales Rose

September Home Sales Rose

Ironically, we hear of agents complaining their sales are down.  If an agent’s sales are down and the market is up, it means someone else is taking market share.  We’ve been saying all year that certain agents are going to be vulnerable because the way you advertise and obtain leads today is different than it was 1 year ago.

It’s possible that successful agents doing the same thing get run out of business unless they change to the new way of doing things.  You can be the greatest agent in the world, but if you can’t attract leads like you once did your sales could plummet.  Sellers need to be mindful who they’re listing with now because it matters.  Gone are the days of just putting a home on the market and knowing it will sell.

Granted, you could get lucky, in which case you’ll believe all this talk is hogwash.  The same is true for agents.  Some do not believe this change is happening.  They’re sales may be down, but they refuse to believe there’s a change in the way agents are doing business.  Other agents haven’t noticed a slowdown, yet.  No slowdown, no reason to change.

I assure you change is happening.  Some agents have felt it, and some have been insulated and haven’t noticed it yet.  Some agents are absolutely flourishing. The difference may be how they’re running their business and how they’re attracting leads.

Some agents have spent a ton of money on various lead generating websites, spending as much at $15,000/mo.  They struggle to pay their bills and they’re a few missed closings away from being out of business.  Converting these paid for leads can be hard, and low percentage.  There is a better way.

I’m going to give 4 clues for agents to better lead generation conversions:

  1. Give people what they want.
  2. Provide something of value nobody else is delivering
  3. Be there the entire cycle, not just when they pop up and decide to buy/sell
  4. Use systems to develop relationships over time

There’s more of course, but if agents follow these basic 4 steps, they’ll have better lead conversion.  The problem is, most agents are good salespeople, but their follow-up and systems are terrible.  It’s time consuming, costly, and inefficient when agents are juggling various data systems.

So, agents hit the Easy button.  They buy leads from lead aggregators thinking this will generate business.  The problem is, one lead aggregator sold over 117 Million leads last year alone.  Ironically, there were only 5.96 Million homes closed last year.  Essentially this company sold the same leads to multiple agents, and/or sold leads that were never going to buy or sell a home.  Keep in mind, this was just one company.  There are many lead aggregators agents buy leads from.

Suffice it to say, this might not be a good lead generation strategy, and certainly not worthy of betting the bank on in hopes of a few sales.  There’s got to be a better way to market a seller’s home.

There is a better way, and we’d love to show you.  If you’re thinking of selling, you should call the Ellis Team at Keller Williams Realty.  We sell a lot of homes each month because of marketing.  We’re not buying leads from aggregators.  We tried that years ago, and it’s pointless.  Give Sande or Brett at call at 239-489-4042 Ext 4 or visit www.SWFLhomevalues.com for a Free instant online valuation.

See Last Week’s Article It’s a Seller’s market in SW Florida

Good luck and Happy Selling!

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