Generating Leads

Keeping up to date with trends, news, and techniques is important. But the lifeblood of an agent’s business is leads, and all efforts must support lead generation.

Vasic, looking back on her real estate beginnings, says, “The big surprise was the lack of focus as to lead generation. It is the most important thing.”

Vasic did not realize, at first, how crucial it is to continuously build her database. After all, one never knows when a contact will need a real estate agent. “I really encourage all of our agents to dream big and approach each day like it’s a new opportunity.”

It’s true that rookie agents learn quite a bit by doing, and mistakes are inevitable. Nevertheless, Van Iten encourages agents to pursue all education avenues.

“Educate yourself as much as you can about the industry and the process,” she says. “Never think you know everything.”

Sometimes, agents will need to come up with creative new ways to drum up leads. The more knowledge agents have, the more material they have to work with when it’s time to go back to the drawing board.

Real Estate Success is a State of Mind

Succeeding in real estate, Vasic explains, comes down to a state of mind.

“It all starts with the mindset,” she says. “Have a commitment to the business, have integrity. Dream big, and do not have limiting beliefs.”

When agents really commit themselves to their career and take the “all things real estate” approach, they are committing to more than a 40-hour workweek. That’s a fact of the business at any stage of an agent’s career, but it’s an absolute necessity for rookies.

“As a new agent, you should go to bed thinking of real estate, dreaming of real estate and waking up to real estate,” Van Iten says, adding that agents should always be thinking about real estate, asking themselves, “How can I apply this to my job?”

Rue echoes that sentiment, noting that new agents must be “vested in every single way” and that success in real estate comes from individuals “going above and beyond.”

Though Rue may be new to real estate, he sold more than $5 million worth of real estate in his first year.

“You can’t just be the ‘average Joe,’” he says.

The Marketing Game

Many rookies make the early mistake of sending out an announcement that, in effect, says, “Hey! I’m in real estate now…so send business my way.” Rookies do not necessarily want to advertise that they are new to the business. Instead, new agents should tailor their message to remind others that they work in real estate.

Another strategy to raise awareness is to master the art of subtle self-promotion in face-to-face interactions. It’s easier than it may seem to steer conversations on a recent condo conversion in the neighborhood or a new business opening toward real estate. Rue makes a point of infusing the fact that he’s an agent into every conversation.

It takes time to build up a real estate business to the point that it’s profitable. Vasic, who coaches new agents, says that although funds may be tight in the beginning of an agent’s new career, there are inexpensive marketing methods available.

Budget-friendly marketing tactics include attending open houses and promoting oneself on social media. In the early days, it’s all about who you know, so taking advantage of “friends-of-friends” and professional connections is key.

As Vasic says, “Success leaves clues.”