Daily Real Estate News  |  July 21, 2008  |   Lead Generation: Do You Seek or Attract?
When the market is tough you need to be more aggressive and creative with your lead generation activities, says Chris Pullig, Director of the Keller Center for Residential Real Estate Sales & Marketing at Baylor University's Hankamer School of Business.

His recent study of lead conversion rates revealed that varying market conditions call for different approaches to lead generation.

When the housing market is tough, a balance of 60 percent seek-oriented activities and 40 percent attract-oriented activities delivered the highest lead generation conversion rates.

A “seek” orientation employs tactics such as phone calls, networking and referrals. An “attract,” or marketing, strategy, employs tactics such as advertising, direct mail and then waiting for the phone to ring.

When your market is sluggish, “You should do some things that are nontraditional and not rely so much on advertising and direct mail,” Pullig says. “Focus more on building networks, acquiring referrals, and other ways that you can generate leads by proactive means."

You can read his complete report at the Baylor Business Web Site.

Source: Baylor University (07/16/2007)