Team: Griffin Group
Agents on Team: 36 (and growing)
Brokerage: Keller Williams New Tampa
Location: Hillsborough County, Florida
Call Coordinator: Myoutdesk
IDX Website: Boomtown!
Listing Presentations: Cloud CMA
Circle Prospecting: Slydial Broadcasting
Real Estate Concierge: Riley
Video Emails: BombBomb
Truly Innovative Real Estate Lead Generation
In the age of Inman and mastermind groups, truly innovative real estate lead generation strategies are rare. I should know. Every week I get pitched by at least half a dozen Realtors, teams, brokerages, or tech companies promising an exciting new way to get leads… None of them are exciting, and none of them are new.
Innovation isn’t easy.
That’s why we were so excited to watch Tampa Realtor Christina Griffin’s presentation at Tom Ferry’s Success Summit 2017. With inspiration and guidance from Tom, Christina came up with an exciting AND new (well, new to us at least ) lead generation strategy.
Christina’s strategy combines cutting edge technology and one of the oldest lead gen techniques there is, circle prospecting. Check out Christina’s presentation on her strategy below, then read on for our thoughts.
Know an innovative Realtor who deserves a case study? Hit us up on Twitter or leave a comment below.
Mindset & motivation: What Drives Christina’s Success
If there’s one thing that most psychologists, life coaches, real estate coaches and bloggers agree on, it’s that mindset is absolutely crucial to success in real estate. Many people actually take that a step farther to include success in life, and we don’t disagree.
For most people, this means focusing on building resilience, and cultivating a growth mindset. However, there’s a bit more to it than that. In order to push yourself past your comfort zone, you need a “why” to go along with your “how”. What motivates you to succeed?
If you answered money, or power, than the odds of that why sustaining your growth through truly difficult times is close to zero. Unless you’re a sociopath, money or power won’t motivate you enough. Instead, you need something deeper.
In Christina’s case, that why came from personal tragedy. After a death in the family and a cancer diagnoses, she knew she needed to step up her game and succeed. Working with Tom she managed to overcome the odds to provide for her young family.
Forget lead generation, forget shiny new CRMs, if there’s one thing you should take away from Christina’s presentation it’s this:
“No matter what you put your mind to with the right motivation and the right support, you can accomplish any of your goals.”
Lead Generation Strategy: Circle Prospecting Reimagined
Like most great ideas, Christina started with something that has worked historically, and tweaked it with new technology. Here’s what she did.
Starting with a new listing, she leveraged the age old technique of circle prospecting; reaching out to homeowners in a circle around your recently listed, or recently sold property with a targeted message.
However, instead of sending postcards or using door hangers, Christina brought circle prospecting into the twenty first century.
She started by gathering the cell phone numbers of people who lived near her listing from a company called Cole Realty Resource. She then checked the DNC list, and using software called Slydial Broadcast, left each of them a message on the voicemail. This is a crucial part of the strategy. Slydial does not ring their phones, instead the message goes straight to voicemail.
Here’s the script she wrote with Tom’s help:
“Thank you for calling c griffin with the griffin group at coldwell banker, we just listed a home in your community XXXX if you know anyone looking to move, give us a call.”
Simple right? Well, most great scripts are! The more complicated your message, the higher the likelihood it will be ignored. This is true for almost all marketing and lead generation.
Think about it. What copy works better for ads, long convoluted copy that touches on a dozen ideas, or a simple straightforward pitch that encourages your lead to take a specific action?
Her results were truly astonishing:
She sent out a total of 1200 messages to cell phones in a 2 mile circle around her listing. From those messages, she got over 200 returned calls. So many in fact that her poor call coordinator from Myoutdesk couldn’t keep up with the volume.
From those 200 calls, Christina and her team managed to get two new listings and four closed buyer deals.
All from a simple high tech circle prospecting strategy that didn’t require cold calling, door knocking, or Facebook advertising. Not bad right?
Lead Nurturing: Using Technology to Grow Genuine Relationships
As many of you already know, the money of course, is in the follow up. Anyone with deep enough pockets or a clever idea can get their phone to ring. Turning those calls into closed deals takes practice and a good lead nurturing strategy. Luckily, Christina’s team has both.
They took the returned calls from their circle prospecting and put them into their CRM (Boomtown) and labeled them appropriately.
They also smartly used a Google phone number to track the calls, and used SMS based lead nurturing software called Riley to engage with the leads they didn’t speak to personally.
Dramatically Increase Your Click Through Rates With Video Email
Let’s face it, video is the future of lead nurturing. Video is more personal than email or texts, has higher click through rates, and with an app like BombBomb, you can record videos for leads on the fly, or record a series to quickly answer common questions with a video.
If you want to start seeing results like Christina’s, download your free trial of BombBomb below.
- #2 Team in Coldwell Banker units sold in country (2015-2016)
- Recognized as #53 by Wall Street Journal/REAL Trends Top 1,000 Individual Agent List (by Transaction Sides) (2016)
- Elder award and nominated for Tampa Bay Business Journal Woman of the Year Award (2016)
- Coldwell Banker Society of Excellence (2009-2015)
- Top 10 Coldwell Banker Agents Nationally (2009-2015)
- Top 100 U.S. Agents by the Wall Street Journal (2009-2015)
- Real Estate Woman of the Year
- ROAR Award (2016)
- $87+ Million in Sales: 526 transactions (2016)
- Default Certification; REO Best Practices, Advanced Evaluations
Over to You
Know a great Realtor, broker, or team leader who leverages new (or old) technology in a creative way to generate leads? Hit us up on Twitter or leave a message in the comments below.