Most business owners measure the quality of their leads by the amount of transactions they do in the first 90-days.
Take a look at any business, (but real estate especially), and you’ll see everybody focused on the “right now” buyers. It’s the most common criteria for sorting “good*" leads from the "*bad ones".
The general agreement goes: When you get a lead you’ve got to jump on it right away. You've got to call. You've got to call them back. And call them back again. And you’ve got to call them from 5 different phones and be persistent and never let go. It’s insane.
I heard one guy talking about a "bulldog technique". Three calls in two minutes just to get them to answer their phone. He's calling one lead from three different lines at the same time, like a real bulldog with a grip that doesn’t let go. How crazy is that?
And here’s the thing...
People are using all these tactics because they mistakenly believe that the quality of the lead is going to improve... if you start jumping on them right away.
But the truth is, you can’t wrestle someone into buying.
But the truth is, you can’t wrestle someone into buying.
The biggest paradigm shift that you, as a business owner, can make is to move away from thinking about buying your leads as an expense. And start looking at it as an asset. A capital investment with a longer payoff term.
Remember Warren Buffett talking about the snowball effect in investing?
The same idea applies to your lead generation. You’re building your prospects snowball. It starts small and you don’t see its value right away. But year after year, its value appreciates.
Oftentimes, four years down the line, somebody pops out from your group of leads… somebody you thought were long gone or “dead”... and decides to sell their $4Million home. But the only way this can happen is that you were generating leads 4 years ago.
When you couple this new way of thinking with the 9-word email, and periodically go back to your list saying, "Thomas, are you still looking for a house in Georgetown?"
… then it really becomes a game changer for you and the cumulative effect of generating and nurturing your asset increases exponentially year after year.