The main problem with all advertising and lead generation in the real estate industry is this: The long sales cycle.

This can of course be very frustrating since most professionals are compensated on commission. And when you're hungry... your entire focus is on feeding yourself for the day.

That means that most agents and brokers are focused on "the next deal" (and hopefully one that close soon!)

So when you buy or generate leads you want people who are ready to buy or sell in the next 30-60 days. On average that is probably about 10-20% of the leads captured on most sites. The other leads are a little bit colder. They will become warmer but it might take 3-12 months.

The result is that 80-90% of all online real estate leads are wasted.

So what's the solution?

1. Your real estate marketing has to be a long-term effort. The couple who sign up on your site today might not buy or list a house until six months from now. (I know, it's no fun.)

2. Repetition and follow-up not only works. It's necessary. You need a follow-up system.

3. And when you follow-up... make sure you give your new potential client a reason to take action and call you.

Even if they don't want to buy a home you want to encourage interaction to keep the lead warm. It could be as simple as a review of their buying criteria (it always changes) and update them on what's going on the market. Every time you get a contact you have strengthened the relationship tremendously.

And never forget... that successful real estate marketing is long-term.

Now... as an agent... do you really enjoy doing your own marketing and lead generation? Let me know.

All the best.

-Ola

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