Knowing how to successfully generate leads is a key component in our industry. But as technology and times evolve, so do the ways we go about it. Picking up the phone and calling a prospect, dropping in to meet face-to-face, and writing personal notes have been the go-to ways of conducting business and generating leads for generations.
But thanks to evolving technology and the rise in popularity of social media, we now have a whole new set of methods at our disposal. Linkedin, Facebook, Twitter, Google+, Instagram and YouTube are just a handful of ever-changing social media channels.
With the slew of new options available to the CRE professional, it is crucial to remember who your audience is when trying to generate leads.
If your prospect is anything like this:
• A business owner who grew up with the “old school” way of doing business
• Thinks email is still somewhat of a nuance
• Social media? Does that mean I Twittered you on my Facebook page?
• Mark Zuckerberg? Doesn’t ring a bell.
Then, it is probably best to stick with the tried-and-true, established methods of communicating: drop a note, stop in for a meeting or give them a call.
But if your prospect is more like this:
• Tech-savvy business person
• “Thirty-something” successful entrepreneur
• Knows that “Twittered” isn’t a word
• Checks LinkedIn and Google+
• Quotes popular YouTube videos
• Stays up-to-date with friends and family via Facebook and Instagram
.
Then get on their level and try reaching out to them through social media.
With that being said, I believe we have to continue to hone in on our communications skills, re-evaluate our approaches and make the necessary changes when needed.
Whether you use a new or established method, being successful at generating leads all boils down to a numbers game. You have to be consistent and disciplined to win business.
You rarely get connected to a decision-maker on the first try; it might take you 30 tries to just get through to them. And after that, you often have to ask for the business many more times. The one constant that will never change in this business is time.
So what is the best method to generate leads? Is there a “silver bullet?” I think there is: it’s called hard work, dedication, and discipline.
Blake Anderson, managing director and principal at Cassidy Turley, oversees the firm’s industrial services group in the Dallas-Fort Worth area. Contact him at [email protected].
