What Came First: The Marketing or The Lead


If you ask the Marketing Department, every lead is a result of their efforts. Conversely, if you ask the Agents at the office, every lead just so happened to find their way to the Agent’s iPhone. So, to answer this question I will give two quick examples of lead generation situations.

  1. A prospective buyer sees the newest issue of <your city here> Magazine. The prospect sees the advertisement for your Real Estate Firm and calls to buy a property.
  2. A previous client calls an agent at your firm on their iPhone and buys a property.

In Example 1. The Marketing Department wins!

In Example 2. The Agent wins!

But wait… In Example 2, does the Agent win? In the book Never Lose Again: Become a Top Negotiator by Asking the Right Questions the first question is “How did you hear about us?” This question is of most importance to the Marketing Department. This question can answer what marketing dollars are being well spent. Additionally, a revision of this question can be asked of previous clients, “What made you call me?” Considering the client already knows about your real estate firm, what made them (a.) remember you out of all the other agents in the world, (b.) what was the call to action that prompted the client to call you?

Ha! In Example 2. Marketing wins again.

Marketing Departments not only create content to procure new buyers, but they also create “drip marketing” to stay in the forefront of the client’s mind. The moral of the story is, Marketing behind the enemy lines, creating an arsenal of marketing weapons to utilize on the company’s behalf to keep clients engaged and active. Next time a client or a prospect calls you, ask the right questions and determine where your marketing efforts are having the greatest return.

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