How to get leads as a realtor if you hate cold email/calling

Question

I got my real estate license a few years ago. I have been using it for my job to perform market research, comp analysis and to help friends and family. However, I have never used it to buy or sell properties for people.

I’m interested in start using my license as a realtor but have a problem: I don’t like making cold calls or sending cold emails.

Is there any virtual assistant that could help you get leads? Or what are other ways to find buyers or sellers without the “cold strategy”?

Abel Curiel · Answer

Hello Alberto,

Other ways to get leads without cold calling are:

- SEO marketing - This will require a substantial investment and you will likely not see any results for at least 5-6 months. The benefit here, is that with the right website/landing page, you can have leads find you online and contact you directly.

- Direct mail including postcards, etc.

- Personal circle/sphere of influence - calling all of your friends, family members, neighbors, co-workers (past and present), businesses you frequent (dry cleaners, restaurants, bakery, grocery store, etc.). This is not considered a cold call since you already know these folks and is typically a very laid back conversation... no pressure, just informing/reminding them that you're in the industry and actively servicing buyers, sellers and investors

- VAs can help verify and sometimes pre-qualify leads but I'd be very careful with this approach. VAs get paid by the hour and NOT by commission therefore their conversion skills will not be too sharp. Make sure they are asking just a few questions and have a clear way to connect you with the lead once they're done with the initial call.

- Paid buyer leads - Realtor.com, Redfin, Zillow/Trulia, etc. These platforms can connect you via email or phone with prospective homebuyers/sellers.

- Partner with vendors - i.e. connect with local lenders, share your value proposition, create and maintain the relationship... after a few meetings, months or a few deals, these vendors may be willing to invest in you by paying for leads. In return, they'll expect those leads to be re-routed to them in addition to any leads you generate from other sources.

- Social Media Ads - Facebook and IG are the only platforms our team has used but you can also look into Google ads

Please note, cold calling is still one of the most popular lead generation strategies because of the low cost. It can also take less time to convert a cold lead than it'll take for someone to contact you directly through these other sources I have listed.

Lastly, I'd recommend you tap into your dislike for cold calling. Dig deep and find out the root. You'll find more success in this business from leaning into your discomfort than you will from avoiding it all together.

Best of luck to you moving forward!

Abel

Charlie MacPherson · Answer

@Alberto Mazatan Trevino  Realtor.com has a program that was called "OpCity".  They just changed its name.  See: https://marketing.realtor.com/...

The basics are that you pay them nothing up front.  They eat all of the marketing expenses and when a lead comes in, they send an alert to all the agents in that coverage area.  The first agent to claim the lead gets it - and they're often claimed in 15 seconds, so leave the app open to gain a time advantage.

Realtor.com calls you within seconds and after a brief introduction, connects you to the caller.

You can set the geography that you want leads from as well as lead types (buyer, seller, both) and price ranges.

Buying leads from their usual program or Zillow, Trulia, Homes, Move, etc can be horrifically expensive.  Those who are successful are spending thousands per month.  And for the most part, the leads are garbage in that there's not the slightest indication that they are actually interested in buying or selling.  Worse, those companies normally sell the same lead to 3-4 agents at the same time.  It feels awfully close to fraud.

The advantage of OpCity was that you pay nothing for the lead.  If it turns out to be an unqualified tire kicker (like the vast majority), it didn't cost you the typical $25-$50.

That's the upside.  Now for the downside.

OpCity has to get paid, right?  They get their cut at closing and it's 30% of the commission for properties $150,000 or less.  35% for those above $150,000 - unless the client signed up for their rewards program.  Then they get an additional 3%.  They get a cut on the first 3 deals or anything done in the first 24 months with that client.  (I think those details are all correct, but check with them to verify)

30% - 38% a really big bite - BUT - you're not spending $10,000/month with Zillow.

Another downside is that they hammer you relentlessly for updates on their app.  Every 7 days, you get text and email alerts that updates are due.  If you hit 10 days, they shut your leads off until you catch up.  If you've been selling residential real estate for any time at all, you know that when you're working almost any lead, you don't need to contact them every 7 days.  At least not until they're pre-approved and actively looking for a home to buy.

I think it's a good program, especially when you're starting out.  I'd recommend looking into it.

Marc Rice · Answer

@Abel Curiel

Great post! “Circle prospecting” is a subset of cold calling to generate seller leads in an area

Nate Sanow · Answer

@Abel Curiel

Solid and good of you to share.

James Wise · Answer

Direct mail.

Nate Sanow · Answer

@Charlie MacPherson

Good review, thanks because I too was interested in them for lead generation as an agent.

Scott Holand · Answer

@Alberto Mazatan Trevino if helpful, I have some experience working with businesses and managing virtual assistant teams (recruiting, hiring, training, managing) and cold outreach.

Admittedly I’m new to the RE investing space (and RE more generally) but would be happy to chat and see if I can be of help.

Kurt Sprigler · Answer

@Alberto Mazatan Trevino so you don’t want to work? Probably not the right career if you don’t like to prospect. There is no easy button you have to lead generate or “call people”. That’s why sets apart the 6 and 7 figure agents from those doing 3 sales a year.

Alberto M. · Answer

@Abel Curiel

Abel amazing advice! Thanks a lot! Will definitely take it and apply it!

Marian Huish · Answer

Which Brokerage are you with @Alberto Mazatan Trevino?  They should be guiding you on lead generation.

How to get leads as a realtor if you hate cold email/calling

Most Popular Reply