Change your lead generation technique, study suggests

AUSTIN, Texas – July 21, 2008 – Dr. Chris Pullig of Baylor University Hankamer School of Business' Keller Center for Residential Real Estate Sales & Marketing shows the relationship between housing market strength and lead conversion strategy in the July issue of the Keller Center Research Report.

 In a stable market, Pullig says real estate professionals should devote half of their time to "seek" tactics – like phone calls, networking, and referrals – and half of their time on "attract" tactics, such as direct mail and advertising. In a healthy market, by comparison, they should spend 40 percent of their time on seek activities and 60 percent of their time on attract activities, while their time is most effectively spent during a slow market on a split of 60 percent on seek activities and 40 percent on attract activities.

Pullig notes, "You should do some things that are non-traditional and not rely so much on advertising and direct mail. In a tough market, focus more on building networks, acquiring referrals, and other ways that you can generate leads by proactive means."

Source: Baylor Lariat (Baylor University) (07/16/08) Jackson, Cynthia

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