Feb 28 • General discussion
Friday is Storytime
Yesterday, I had coffee with someone in my industry (real estate pays the bills, warm marketing is my passion). She told me she’s currently buying leads—getting some results, with about three closings last year—but most of her business still comes from referrals and people she already knows.
So, I asked, “Why not cut the paid leads?”
Her response? “Well, I get a few leads, and making calls makes me feel productive.”
Magic answer for a warm marketer.
Let’s think about this together: If most of your closings come from warm leads—people you know—and you already have relationships with local businesses, wouldn’t your time be better spent strengthening those connections?
And let me save you some money—those cold leads are a waste, especially since they only brought in three deals last year. You can replace them easily with more authentic ways to stay top of mind with your sphere.
Here’s an example: You just told me your last home sale was to someone who works at your favorite restaurant. It went well, and you put extra effort into making the experience amazing because you wanted to stay in good standing with the staff and owner. So, build on that momentum! Go in, make a quick promotional video, interview the owner about new spring menu items, when the outdoor seating opens up, etc. It doesn’t need to be long—two to five minutes, max, with a short intro.
The owner will appreciate it. The staff will reshare it because they want more customers (and tips). The restaurant’s regulars will love knowing what’s coming up. And let’s take it one step further: Email it to your entire database. It’s something they’ll actually enjoy—unlike another real estate update. Then, turn it into a reel and DM it individually to your audience: “Hey Bobby! I know you love eating at XYZ, so I thought you might like an updated menu. Have a great week!”
Not annoying. Just providing value. Something relevant. Staying top of mind. Strengthening connections.
I’m confident she’s canceling her lead generation by the end of the month.
Happy Friday—Live Local!
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Friday is Storytime
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