Generating Strong Leads: How to Do It in 2024

By Lee Nelson

When Youssef Genid obtained his real estate license after working as a chemical engineer and a restaurant owner, he became very focused on success.

“It was in 1991 with no computers and not even a copy machine or fax,” said Genid, owner of Realty One Group Legend in Clifton. “But my first year, I did 40 transactions with no assistant.”

He now has 20 offices in the state. To reach that level of success, he had to work through many lead generation ideas and now teaches agents on how to find buyers and sellers.

Kim Ward Bacso doesn’t believe every agent should partake in every lead generation tactic. “Find what is most natural to you, and most importantly, something you’re actually going to do,” said Bacso, broker and owner of Record River Valley Realty in Lambertville and Flemington. She also owns River Valley Properties in New Hope, Pa.

“I have agents that shine in an open house in a one-on-one situation,” said Bacso. “But I have others that consistently manage direct mail campaigns to geographic farms, and each year, gain more inroads to that area.”

In-Person Connections Remain on Top

Help out other Realtors® in your office and cover their open houses. “You never know who you’ll meet,” said Genid. “It’s still number one in generating leads. It has and will always be number one. You get buyers and sellers. I was doing open houses every Saturday and Sunday.”

When Bacso entered the real estate industry in 1995, the advice was all about open houses, calling people, and door knocking. She did her share of open houses and believes it remains a tried-andtrue lead generation opportunity, even today. She also said she’s had success inviting the neighborhood to attend the open house.

“Have fun with it and send a note inviting them to the Neighbor Open House, with permission from the seller. We do it an hour before the public open house begins,” said Bacso. “You make a carafe of coffee and get some donut holes or soda and chips with dip. And be sure to write a thank you note to them stopping by and how lovely it was to meet them.”

Organize a Giveaway to Build Your Client Base

“We once gave away an E-bike. It was fun,” said Megan Gülick, brokerassociate at Corcoran Sawyer Smith in Jersey City. “Because I work mostly with developers, we often do polls on social media to determine which way to drive the design process.”

Years ago, Bacso purchased a sleeve of wooden nickels and invited people into her geographic farm to trade them in for free ice cream. “I rented an ice cream truck with a driver, and I was serving the ice cream to the kids with their nickels and meeting the parents. At the time, it cost just under $200. But within five years, I was the dominate agent in that area.”

The company did a twist on Bacso’s idea this year. An agent sent postcards to her farm, which included a QR code to scan for free ice cream at the local soft serve shop. The code collected emails and addresses and sent them a return email with a coupon. The agent negotiated a discount rate for the cones and ran the program through Labor Day. “Many noted to her that it was so nice to be given something instead of asking for something,” said Bacso.

Host Educational Seminars

“Coordinate with your broker or manager and then invite first-time homebuyers or just those thinking about selling their homes,” said Genid. “It doesn’t cost you anything. Invite a vendor, and many times, they will pay for the food and beverages.”

Genid suggests inviting a real estate attorney, inspector, mortgage lender, or others in the real estate industry to spread their knowledge to potential clients for them and you. “Everyone wins,” said Genid.

Build Your Reputation

The best old-school lead generation is two-pronged—answering your phone and leaving your house, said Gülick. It’s all about being there for your clients, listening to them, and responding to their calls, texts, and email, according to Genid.

“Your reputation as someone competent, knowledgeable, and diligent will get stronger and spread from referrals,” said Genid. He also suggests getting involved with local community organizations such as the Chamber of Commerce, the parent-teacher association at your child’s school, your town’s summer festival committee, or anything that involves people from your area. “They get to know you; you get to know them,” said Genid.

Show Your Appreciation

“When clients know you’re going to go out of your way to get them what they need, they’ll tell their friends and colleagues,” said Gülick.

She’s constantly consulting on market conditions, educating about financial options, and sharing valuable information about the neighborhoods.

Genid agrees it’s essential to be there for your clients from day one to the closing, and beyond. “Provide them with excellent service. That’s what you get paid for. And you need to followup with them every phase and always give them updates,” said Genid. “The biggest mistake for some Realtors® after the closing, they forget about their clients. You need to be in contact with this client once a month and even during the holidays. Statistics say if you make one client happy, within a year, this client will provide you with three solid referrals.”

Nurture Your Relationships

When Genid teaches real estate classes on how to obtain leads, he reiterates utilizing all the contacts in your phone. “My rule of thumb is you contact five people every day, five days a week,” said Genid. “Even if you get 1%, that’s a lot of new clients.”

He suggests reaching out to them to say hello and check in. If you aren’t sure they will remember you, send them a text message, and say, “I was going through my phone, and it has been a long time since we talked. Just making sure everyone is well. I wish you a great day.” Don’t ask for business, but make sure your signature has your name, title, and company’s name.

Harness the Power of Social Media

“To some buyers and sellers, social media has become the new local coffee shop,” said Bacso. “A video is simply one of the more attention-grabbing tricks to use for social media. I think it’s important when used for lead generation and not property exposure—to hear your voice and see your smile.”

Use what you have when you’re starting out and then later on you might want to look into buying some better equipment to enhance your content, like better lighting. Post the videos on your social media platforms, including your own YouTube channel. Bacso works by the premise that a potential buyer or seller will use a Realtor® they know, a Realtor® referred to them by someone they know, or will act on lead generation.

“The objective should be to get to know people. If that means getting involved in the community or posting videos that make your personality come through, or even sending cards so regularly that after five years of receiving them, they think they know you,” said Bacso. “And if you can layer your marketing, lead generation becomes more impactful.”

Lead generation is nothing more than an opportunity for new clients. “If you are not building your skillsets in this rapidly changing industry, then all the opportunities in the world won’t make you successful,” said Bacso.