Customize Lead Generation to Your Behavioral Style

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In the beginning of my real estate career, my massively strategic approach to lead generation went something like this:

KEITH: Hey, top producer guy! How do you get so much business?
TOP PRODUCER GUY: You seem like a nice fellow. You should do open house.
KEITH: Sweet!

That was it. THAT was my strategic thinking. Yikers! On the good news front, I did 104 open houses my first year in the business and got really, really good at them. And it worked. But I kept thinking that there has to be a smarter way to choose the right lead generation activities.

One of the things I have been working on for a few years is the concept of encouraging people to pick their lead generation based on their natural behavioral style. There is a pretty common behavior assessment tool called DISC. For context, here is the crash course:

D = Dominant. Basically the middle linebackers of life. Motivated by winning, competition, and success.

I = Interpersonal. The fun, loving, life-of-the-party types. Motivated by social recognition, group activities, and relationships.

S = Steady. The real rocks of humanity. Motivated by cooperation, helping others and loyalty.

C = Compliant. Basically the engineers and accountants of the universe. Motivated by opportunities to gain knowledge and show expertise.

Let’s run through a couple of examples. Who do you think would be good at the following activities?

Door Knocking. You guessed it! Dominant.
Geographical Farm. Sure, the Dominant would do great at the door knocking part. But the Compliant will have the system and consistency to really dominate over time.
Open House. Interpersonal would be very adroit at working an open house. Engaging with people and making it a fun experience.

In general, people should slow down a little when they are thinking about adding a lead generation vertical to their business. Really think about it, because you are picking an activity that you are going to do for the rest of your (business) life. Rest. Of. Your. Life. Make sure it is something you are predisposed to doing well, which will increase the likelihood that you will do it consistently, which in turn will increase the likelihood that you will be successful.

The main takeaway is that one size does not fit all. It’s important to tailor the experience to you and your clients. One example comes from the mortgage industry. In their strive to customize the level of service, our friends at Sindeo created a market place with 40 vendors offering 1,000 different loan products called SindeoOne. Consumers submit one application and receive a report of the top loan products matching their needs, because again – one size does not fit all!

This blog post is an excerpt from a recent webinar training. If you wish to view a recording of this webinar, click here.

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