LeadingLane Podcast

Ashley (00:00)
about. Stephanie here is really passionate about animals. volunteers at the pet shelter on the weekends, so it's kind of a double. You get your fix up of animal love, but you get to meet other volunteers. They have golf outings, have pancake breakfasts. It's all just a matter of meeting new people. So I think it's just...

It's not that hard for me. Like you can look at a, like our chamber has a calendar of events. You're on Facebook. You're likely seeing it by other people that are interested in something. And it doesn't even necessarily have to be like business minded. You know, like I went to a yoga class the other day and I don't know, was like a room full of people I had never met before. You know, and then eventually get chatting about what you do for a living.

Steven L Burch (01:04)
All right, welcome to the leading lead podcast. Today we're going to talk about generating leads. This is something that I get really passionate about because I think that in this industry, people look for the easy button. And I think a lot of times agents are very good at the transactional and the instant gratification, meaning that that lead comes in from wherever and kind of falls in their lap. They are

rate of being able to pick it up and then take it through the journey of the transaction. But agents really, really, really lack the ability to figure out how do you control your business and truly generate leads, not just hoping and praying that this lead is going to fall on your lap. I know you, I mean, we've had multiple discussions about being the only realtor in the room and we do a lot of things with our sphere of influence and reaching out to wish them happy birthdays or

anniversary, special occasions. But Ashley, what is your advice for you? And it doesn't have to be a new or an experienced agent, anybody, right? How do you actually control your business and generate leads so that you're not just in this emotional roller coaster of ups and downs in the valleys? Like, how do you keep that consistent? What do you do?

Ashley (02:24)
Yeah, so you definitely talk about Sphere. And Sphere, by far, every time I do a business review, think it's like 95 % of my business is Sphere. there's an easy way that, not easy, but some people will pay for zillowrealtor.com. And that's definitely a measurable item that you can do. think that that works good for some people. Again, it has to do follow-up though, too, because if you're going to pay for these leads, what are you doing with them once they come in?

But yes, so showing up, so I always talk about, like Realtor equals community. So are you being seen in the community? And a lot of times when I'm talking to Realtors, I'll ask like what they do extracurricular wise and it's crickets. You know, so it's really simple, I think. You can start with something really small as far as maybe like one time a month you do something. So maybe that's going to a business after five or

You know, there's other things like B &I. So B &I has been a great lead generation source for me. It's Business Networking International. You can only have one, like, classification. It's only one real term. I have a client of mine that just joined a B &I chapter and it's actually been really going really well for her and she can see how that could work for her. trying to find something like that. There's Rotary. There's,

there's Altrusa, there's literally anything that you're passionate about. Stephanie here is really passionate about animals. volunteers at the pet shelter on the weekends, so it's kind of a double. You get your fix up of animal love, but you get to meet other volunteers. They have golf outings, have pancake breakfasts. It's all just a matter of meeting new people. So I think it's just...

It's not that hard for me. Like you can look at a, like our chamber has a calendar of events. You're on Facebook. You're likely seeing it by other people that are interested in something. And it doesn't even necessarily have to be like business minded. You know, like I went to a yoga class the other day and I don't know, was like a room full of people I had never met before. You know, and then eventually get chatting about what you do for a living.

Steven L Burch (04:42)
And so, and I think where I think people struggle is that they get this ick of, know, ooh, I don't want to be too celzy. I don't want to go in there and make them feel that I'm, you know, gimmicky and trying to be, you know, loop them in. the only reason why I'm here at this event is because I'm trying to sell them a house. And I understand that to, you know, a point, but if you're going there with something that you already have a passion,

about and if you are truly going there intentionally to help serve whatever it's going to be, you're naturally going to be having these conversations. But I think just, you know, showing up is half the battle. That's the biggest issue. Right. But are you, know, are you wearing your swag, your name, you know, your name tag? Is there any anything else that is indication? Like, are you expecting people to come to you?

Ashley (05:23)
Thank

Steven L Burch (05:37)
and start the conversation or are you actually initiating that conversation to be able to do discovery? So I think it's how do you have a conversation with people and bring up that, I'm a realtor, right? I don't know about you, like anywhere that I go and we start talking about real estate, people always ask, well, how's the market? Right, like that's the easiest thing that they can come up with. And I think it's how you position yourself in learning.

Ashley (05:57)
market.

Steven L Burch (06:05)
to be able to respond back to that because to me, like, what do you mean? Like, what do you, which type of market are you looking to buy? Are you looking to sell? Are you looking for investment? Which one? And really when you start like asking questions back to them, you're getting and finding the discovery and they're gonna start telling you their life story or what they're interested in, where they are at in this process, if they're wanting to buy, if they're wanting to sell, if they're wanting to go investment, like, and it's not that I'm anticipating to be able to close that person right then and there.

But now it's, made that connection, what do I do with this person's contact information? So what do you do when you meet somebody and you have this connection, have a conversation, what do you do to ensure that you continue to have that relationship moving forward?

Ashley (06:50)
So a couple things, I practice the Ford. So Ford questions are family, occupation, recreation, and dream. So you're struggling with questions to ask, right? It's as simple as like, do you have a family? Like, like what does your husband do? You know, I like to ask, do you have any vacations coming up only because I like to travel. So, but right then you can make notes of it so that the next time you go to an event and maybe they told you that they were going to Mexico or Christmas.

then you could say, how was your trip in Mexico? for them, it's like, wow, she remembered that I told her that. But I do like to add everyone into my CRM that I can have as much information. It's as simple as the reverse Facebook birthday it is. They get added in, they get a Facebook message and a text. But I also do a monthly newsletter. Actually, Caitlin did that, but it comes from me. And that's been really beneficial. I have people that

We'll share it. also post it on Facebook. They'll tell their friends about it. They'll ask me if they can, if I can add them to my list, they'll purposely reach out and say, cause I do upcoming events on there. Can you add this to your events calendar for your newsletter for other people to see? And so it's nothing, I think at the bottom, might have like a featured listing, but I normally just do like a, wish for whatever, you know, like what's going on changes, check out the fall ride. Cause the leaves are changing.

all of the upcoming events for the month and then like a little featured listing. And one time I did that and the featured listing and it was a client I hadn't heard from for maybe like a year or so they had just moved. And he asked me about rental space. So, well that was random. I was not expecting that. So I think that, you know, it's just the same thing with the conversations. I never really lead with demo realtor, right? Like they'll ask, but I just find that if they can connect to you as a human.

first and then more and more that you see them then they're like, like, yep, she's at everything. She's the one to ask because she's everywhere. I think we just overcomplicate it. And I think that is the mindset though. If you're just going with the mindset of I want to meet more people, I don't want to try to sell them something that happens naturally, I think.

Steven L Burch (09:00)
Yeah, no, I totally agree. you know, I think where, you know, I get, I don't want to say frustrated, but you know, we talk about Sphere, we talk about what we need to be able to do and reach out to them. And I think birthdays and anniversaries and special occasions are great ways to make that connection. But that's not just what's going to get somebody to be able to land the deal with you. Like you have to be intentional of building the relationship and, you know, making notes in your CRM system.

of what is going on with them. It continues on, but you can't just get frustrated. Like an agent can't be angry at their friend, their sphere for going and buying with somebody else when the only thing that you do for them or the only type of value you do is wish them a happy birthday. Like that's only once a year. Like you're not going to stay top of mind. So it's this compound effect of all of these different little

things, intentional things that you are doing for somebody, for them to make sure that they, when they think real estate, they think Ashley, they think Steven, and they want to reach out to you for whatever question it may be.

Ashley (10:09)
Well, a ninja practice is one, gratitude, but also sending notes. And they suggest to a day, which it does seem daunting. But it's when you meet someone, you can send them a note, like, just great to meet you, hope to see you next time. Mary Ann Wilson does a note member. yeah, so it's obviously like a...

Steven L Burch (10:32)
Which I think is pretty fantastic.

Ashley (10:36)
grateful month for November or Thanksgiving. so every day she gives you a task of like an idea of who to send thank you to. you know, some of them have been like maybe sending it to an empty nester or somebody that, you know, lives alone. So I have this an influential, all kinds of ideas, right? So what are we on? We're on day 21. So I've wrote 20 of them thus far. And

can't tell you how impactful that is for people to receive a handwritten note. So one client had reached out and told me she's on her third round of cancer. She had some questions about her house, But then I sent her a note and just said, I'm thinking of you. Let me know how your surgeries go, if you need any food or anything. whatever, a week later, I got a text message about how that was so unexpected. I sent two out last week to some friends that I just haven't talked to for a while, Life is Life.

One text messaged me yesterday and said like, brought tears to my eyes, you know, and like, it's nothing to do with real estate, but same thing, like when you make people feel good and you're remembered, like when real estate does come up, they're going to be like, yeah, like Ashley's the best, know, easy peasy.

Steven L Burch (11:52)
Absolutely. And, you know, we just got done with our business planning stuff and one of our agents was like, you know, I love doing birthday cards and, you know, they're great, but I fell off this last year about May, June timeframe. And she shared, was like, well, I really feel bad because what happens if the family, you know, there's a couple of family members that had a birthday within the first or second quarter. And then the other family members that, you know, have a birthday in the third or fourth one.

fourth quarter, then they didn't get it. So are they chopped liver? And so we really, you know, talked about that, that like she really wanted to make sure that she did these birthday cards. And so what I challenged her to do is obviously consistency is not there. So can you lean into like I use postable for my birthday cards? Is it handwritten for me? No, it's not. But at end of the day, at least they're getting a birthday card. And then so where I challenged her is lean into something to

like that to where you know that every single person in your sphere is going to get a birthday card period. And if it's really important that you write a meaningful message, then instead of putting the pressure on yourself to trying to write a meaningful message for their birthday, when you actually see something on Facebook about one of your spheres, write a thinking of you card, right? Like pop in your brain. That means way more than a birthday card. Everybody gets a

Ashley (13:18)
Yeah, I do it for engagements, I do it for job promotions, I do it for anything.

Steven L Burch (13:23)
And I think that if we we get over this this fact of that I have to do everything and yes, there's different things that you can buy into to be able to make sure it's consistent that when you are more intentional with whatever event like that is more impactful for for our people than whatever, you know, just or not doing it at all. Right. And I think, you know, one of the stats out there right now on

leads and I hate the word leads to be honest with you because like I think it just devalues who we're really working with. These are people. but it talks about, I believe it's like 80 % of leads do not convert because there is not a follow up process afterwards. So regardless of that's coming through one of the dot coms or you meet them here at the, you know, the after five type of event or whatever it is, like you have them, they're there.

but you're not able to convert them ever because you don't have that follow through. So having the newsletters, having these customer appreciation events, you showing up to these other things, it's a compound effect. There's no magic formula that's gonna be able to say this is how you grow your business and it's guaranteed, but it's the connection, it's the human, it's the conversation, and then it happens organically. But I think too many people wanna sit back and.

just post on social media, post and praise as I call it.

Ashley (14:53)
I mean, there is some part of social media, right? And that there are algorithms. And so if you're if you're not active on social media, like you can kind of disappear in people's feeds. So right, like when you do see something, I like to try to be a resource. So when someone will say, does someone know a good landscaper or something like that, right? Like I'll comment and other people will see it. So you'll kind of I like to be a connector. But I've had a couple of like new friend requests.

and have done like some Facebook stalking their realtors. I would not know that they were a realtor by Facebook stalking them. And so the same thing, like, okay, we're like searching for all these leads, but yet we're not even letting our own supposed sphere know that we're active in real estate. So for me, that's always like a super simple, like, post some things about real estate. It doesn't need to be just sold or just posted. It can be about an experience you had, like, right? I actually thought about posting today, like,

It's not all peachy king in real estate. Like I had two transactions fall apart this week. Like those are people's lives. It's a big deal. you know, and I, I mentioned to you earlier this week, like I had a client pass away and I mean, it weighs heart, you know, heavy on my heart and people forget that there it's just more than like posting or just meeting people. Like these people become in like literally parts of your lives. and so it's important that you're still seeing and something as easy as.

acknowledging them on Facebook or stating, just anything that's going on in your life. Maybe you went to a football game. It doesn't matter. It just have to be like, you know, like, I saw Stephen Post. Yep, Stephen, that next one unlimited, right? It's just that repetitiveness that they see you.

Steven L Burch (16:34)
Well, and you know, the we were talking about a marketing plan and social media plan and we made a list of like, what do you actually post? And it was just listed, just sold. Like if I'm going to have an open house. So I went through the whole list and I was like, okay, what, what is this topic about? Well, open house, who is this really benefiting? It's benefiting me as an agent. You know, just sold is benefiting me as an agent, just listed benefiting me as an agent.

Like all of these different things that we're throwing out here is all about me, me, me as an agent. So what is the value that we are truly providing the public out there and that is actually going to serve them. And I think like shifting that around, like, yes, I think it's important to show what's just sold and just listed or whatever, but that's not what's going to get people to come to you. If you're doing your newsletter, like, and I think that's a super, that's something so simple that I didn't even put on there yesterday of if you already are doing a newsletter, it on

Ashley (17:18)
Sure.

Steven L Burch (17:31)
your social. Super simple, right? like, and you can very well be

Ashley (17:33)
Remember who might pick it up? I saw someone random share mine the last week. was like, well, but I never thought they would have shared that, but okay.

Steven L Burch (17:40)
Yeah. I mean, and you can do it multiple times throughout the month, right? Like it doesn't need to be just the same one stagnant thing. Like you can repurpose a lot of these things, but the book that I love to be able to show like a value is Go Giver. And I don't remember the author on that one, but it just talks about like being the connector and making sure that you're always providing value to everybody else. And, eventually the people are going to see that you're providing so much value that they're going to want to come back.

and use you, but I also think that it's so important to share about real estate, but also that you're a human. Share your experiences. People want to work with people like them. So if it is football and you have the Badgers as the, you know, common denominator or, or even maybe it's a rival, right? Like, and they want to go back and forth and, you know, talk to whatever, like.

Ashley (18:18)
computer.

Steven L Burch (18:34)
It creates the connection to show that you're just not all business. And I think that, you know, being the vulnerable, posting the vulnerable posts about falling through or, you know, what's happening in your life. People want to be there to help you as well. So it's not business. You have to be able to give a little bit of insight on your own personal world as well.

Ashley (18:50)
Yeah.

Well, I think it goes back to what we talk about is just because people don't comment or like doesn't mean that they're not reading it. You're right. mean, like as far as badgers, like everyone knows that I'm there like every weekend. So, but right. That's the common, when someone sees me and they're like, that was a nail biter. Like I bet the crowd was just wild, right? Like I didn't bring it up, but now they had something to talk about with me. you know, I think a couple months ago I posted about mittens not feeling so well. And like, I don't know, is that a golf tournament? Like three different people were like, how's the cat? You know, and.

I just let you know another conversation, but I you know, you you did mention open house posts and I think that in general, like open houses are another lead potential option. When I started in real estate, I am not kidding you, I was like an open house queen, like it was two on Saturday, two on Sunday, Thursday afternoon, like, you know, when you're just starting and not even just starting, maybe if you're in a slump, like you have to find ways to get in front of people. And

You know, it's weird sometimes to me when I meet a client they'll say I met you at an open house five years ago five years ago and they said that they were basically interviewing realtors for when the time come came and they remembered, you know me or They might want to see how you're gonna treat their listing when it comes out But I will have people that there are a lot of people that aren't pre-approved and they are you know house shopping

not maybe the best way for themselves. And it takes them to meet someone at an open house that can be like, Hey, if you like sat down, had a buyer consult, let's actually talk about the process. So I think that that's another lead generator that people don't use enough. And I also think that people always think it has to be like, I need to have a listing, but I have a, client of mine that, we had this conversation and she held an open house for another realtor this last week and then she picked up, you know, a very possible lead. Like that's just it.

I have people do open houses on mine and they get to take the leads by doing it. So it's a great opportunity for someone if they are struggling and even just ask someone else to be able to do it.

Steven L Burch (20:58)
Well, I talk about like marrying things that you already are doing, right? Like I think that open houses are fantastic and that I did them all the time as well. Like that's what, you know, I took those two, three hours, whatever it was. And if it was a slow open house, I still plan my entire next week. I was working ahead. And so I was not just sitting there twiddling my thumbs. I was being efficient with my time. But where I challenged my agent on this is that

Okay, do an open house. If you do it from one to three on Sunday, go door knock around the neighborhood and invite them and say, Hey, we're having a nosy neighbor open house from an hour before we actually opened to the public. Come check it out. Maybe, you know, maybe you can pick your own neighbor type of thing. But where I challenge people with that and the reason why is that I want to say it's like 78 % don't call me a hundred percent on that stat that in once a house goes up for sale.

there's like a 78 % chance that another home within that same neighborhood is going to go up within the next month and a half, I think is what it is. So if you know that there's a high probability that another house in that neighborhood is going to go up for sale that's not for sale currently, and you're out there door knocking, you're inviting neighbors, you're doing something different, you've come up with a follow-up plan with all of the people that you knocked on doors or missed them or whatever else, and you really farm that neighborhood for them to go.

You're really like I believe that you are not marketing for that house that you are hosting the open house that we're not marketing that to sell what we're doing for marketing. We're marketing for the future seller to hire us. So that's when you want to showcase all of your stops, you know, like showcase the different signage that you have and making sure that everything is professional. Showcase the items that you do differently for that listing. So because I think that they are going to.

Ashley (22:34)
is public seller, it's really for me.

Steven L Burch (22:53)
Naturally want to interview you and see that. man. They're doing great for this open house I want that for my property because I guarantee you the next person that they're gonna go interview They're gonna ask are you gonna do an open house and they're gonna say no, it's not really worth it And they want that open house because they see you doing it to their neighbors I think it's a great way to be able to compound effect it together and Figure out your your follow-up plan afterwards

And now you are going to be this well-known individual if you're doing an open house every single freaking week.

Ashley (23:27)
Well, you mentioned the signage and I think that that's really interesting. We didn't really use sale pending that my last brokerage we used sold like the last 24 hours, but I've been really adamant about that with our agents as far as the sale pending and the solds. And I think this year I probably got three different leads off of the sale pending because they're like, holy mackerel, you had an offer in like 24 days or 24, yeah, 24 hours. know, yeah, somebody called.

Steven L Burch (23:34)
Thank

Ashley (23:56)
I had a expensive house listed and they were interviewing other agents and then they said, well, we saw your sale pending on that expensive house. If you can sell that house, you can sell any house. So we're just going to go with you. It was a simple, like putting a sale pending sign up and I got a lead from that, you know? So I think that people just maybe think about leads too broadly or like almost put up a barrier for the reality of it's, actually just getting out there and.

doing things that are in real estate, meeting new people, going to the coffee shop. mean, literally, I didn't know the owners of the coffee shop, and then I started going on a regular basis, and then they became clients because you just get to know people. It was never the intention. I just really liked their coffee.

Steven L Burch (24:41)
Yeah, well, like so the other example that I gave in the compound effect, right? Like so if you're going to go to the coffee shop or I was talking to actually Missy and she's talking about wrestling. OK, you're going to go and you're going to sit there and watch your son wrestle. So you're going to be in the in the stands. Make sure you're wearing your swag. But also what I would be doing is on my shoulder or on the base of my neck of my shirt like I would be putting a QR code in. I would be putting it to where.

and houses within the area. Like I would have it go to my website because let's be real. If people are there wrestling, they're going to be bored. They're going to have their phones out. They're going to see a QR code in on your shoulder and they're going to scan it and they're going to go look at it like you're different. You're you're showcasing how you are different than anybody else that is out there. And it's again, the small things all added up together that will make a huge difference in how you generate your business.

Ashley (25:19)
Thank

Boom.

Yeah. And I think videos too. when you talk about people think you have to be perfect, you know, people don't want perfect. I stumble in my videos. Sometimes I'll take one and it's like perfect and great. that worked other times all even on the podcast, right? Like we don't retape when we stumble over words, cause that's not reality and people don't want that. So, you know, some people are, very like set on the way that they look on camera and I get it, but like it really is to the pack to pack of like,

Is it any different than if they run into you in the grocery store? Like you look the same as you do on video, so might as well just post it. And then again, like people are like, you know, I think I hopped on one time because we were having, like we had a hailstorm and it was a shit show and people were getting taken advantage of. So I just hopped on and then like, you and other people were like, thank God you said something, don't use this company, you know, whatever. So it really, was not to generate business. It was to help people make the right decision. But in a roundabout way, again, you're seen as the expert.

Steven L Burch (26:37)
Again, providing value, you're helping people. And that's what it's all about. It's all about helping people, providing the value, being the connector, being the mayor of your town without having to be in the politics, right? Like it's making sure that they always think of you and it's not just one thing, it's multiple. And it's multiple small things. And I think that we are our own worst enemies and we're our own worst critics. And we put these...

Bullshit, you know stories in front of us and that's actually what stops us to be able to just go out there and have conversations and make connections

Ashley (27:12)
That's always like we say, like, who's really like who's getting in the way? Like, it's you, like every time you actually break it down, like you're in your own way. So I think that we gave some great tips for people that are struggling with leads. So please take some of our advice, do some of the what you think might be hard, but we know can also be easy. And hopefully you can fill your pipeline soon.

Steven L Burch (27:32)
Toodle-oo.