Russ Putterman on Real Estate Lead Generation and Creating a Team of Specialists, Ep #4

“One of the most important things a new agent should have as a priority in their schedule is lead generation.” ~ Russ Putterman

Lead generation is vital to any business and real estate is no exception. The opportunities to serve new clients and sell more homes is what makes a successful agency able to fuel its success. Those opportunities come from l effective lead generation. In this conversation, Russ Putterman explains why lead generation is one of the most important habits for any agent and how it builds the momentum that makes everything else work. Listen to learn how Russ trains his team members, what their accountability systems look like, and why a team of specialists has helped the Focus Real Estate Group maintain its success in a very crowded and busy market - New York City.

Urgency matters in a busy market. Teams and systems need to be refined

Every real estate transaction is complicated. From the first listing agreement to the final closing thousands of communications and hundreds of documents change hands. When things become that complicated, it’s easy for the process to become bogged down and laborious. That’s what prompts Russ Putterman to make sure that his team and agents understand the need for expedience and urgency. Many times, a quick response or smooth exchange of information is what sets them apart from other agencies and gives clients the exceptional experience they will remember. Russ explains why he focuses on urgency, how he trains his team to carry out their duties for clients quickly, and the results they experience, on this episode.

Successful agents coach and consult with their clients

Real estate agents who function as a “hired gun” for their clients are doing themselves a disservice. It’s easy for clients to disregard your expertise when you present yourself as a commodity. You have to start out with a different perspective, positioning yourself as the expert in your market and the source of information your clients need. This enables you to serve clients as a consultant or coach, walking them through the difficulties and nuances of your particular market in a way that overcomes objections, moves around obstacles, and truly advances our client’s interests and your sales goals at the same time.

If you can master lead generation, everything else becomes easy

One of the repeated areas of emphasis in this conversation with Russ Putterman was the issue of real estate lead generation. Russ said that the highest value activity for most agents, especially those who are new, is working the phone to strike up relationships with new customers. In this conversation, Russ explains why lead generation is so important, what good lead generation does to set the sales process in motion, and how mastering it makes everything else easier.

Key strategies for more successful and fruitful open houses

Open houses are an older real estate approach that still yield great returns when they are done the right way. When asked for his advice on open houses, Russ Putterman emphasized a few things: Do them more often, promote them well (including canvassing the neighborhood), and scheduling them at times when other agents or offices are not doing them. All of these approaches enable you to stand out, get lots of eyes on the opportunity, and leverage the property to its greatest advantage. You’ll benefit from hearing Russ’ detailed explanation of this and many other strategies, on this episode of The Sales Pitch.

Here’s What You’ll Learn:

• [1:09] Russ’ beginning in real estate and how he’s become a KW pro in New York
• [1:47] A sales philosophy based on urgency so clients are served well
• [4:31] Good open-ended questions to build new relationships and deal with objections
• [6:58] Qualifying leads to keep from wasting time (and how to know when to stop)
• [11:25] The training needed for an effective team - lead generation - sales - more
• [15:19] Who are team members calling when they do work on the phone?
• [19:27] The next step of lead generation - a vital step for new agents
• [21:04] How to run a more productive and more successful open house

Resources & People Mentioned

• Chime CRM

Connect with Russ Putterman

• rPutterman (at) focusREG.com
• 212-784-3507 (office phone)
• Connect with Russ’ team on Facebook

Connect With Spacio

• hello (@) spac.io

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