already be their go-to agent recommendation), you should send your magazines to friends and extended family members you’re fairly certain would work with you or recommend you to people they know. You can also send your magazines to people you know are actively looking for an agent, like new prospects or a neighbor down the street looking to sell. Past clients who have given you rave reviews would be great candidates to receive your magazines. Warm leads are people you probably know on a friendly basis, but you’re not sure they would use you or recommend you to others. They might be newly engaged, growing their families, or nearing retirement — all prime candidates for future home sales and purchases. Many previous clients count as warm leads. Perhaps, you just worked with them, but you anticipate working together again in the next few years or they have a lot of friends who might be looking to buy or sell. We recommend emailing these people using our weekly email templates and sending your magazines to anyone on this list who subscribes on your lead page. Cold leads are people who don’t know much about you or your business or perhaps do not need to buy or sell real estate at the moment. These people may not be worth emailing or sending a magazine, but you can stay in front of them on social media and move them up your list if you form a stronger connection or they regularly engage with your posts. Your goal with a cold lead is to stay in front of them so that when the time comes and they need an agent, they will think of you.
There are two big questions to ask yourself to determine where a person falls on this cold to hot scale:
1. Would this person use me if they were buying or selling a home? 2. Would this person refer me if they knew someone who was buying or selling a home?
This second question is a bit more complicated. Many of the people you know well would happily work with you. But you have to consider whether they’d feel comfortable enough to refer you to someone they know. When someone gives out a recommendation, your performance reflects back on them. If a person in your sphere has doubts about your abilities or worries the recommendation could sour a relationship, they may be hesitant to refer you.
Here are some more questions to help you categorize your leads:
How well do you know the person? Does the person live in your community? Has the person recently bought or sold real estate?
Has the person worked with you previously? In the case of previous clients, did they enjoy working with you? When did you last engage with the person?
If you aren’t sure where a lead falls, put them on your warm list and try to stay in front of them, with the intention of adding them to your hot list down the road. Remember that people can move between hot, warm, and cold at any time. If you gain new information or strengthen your relationship with a person, consider whether you can move them up on your list.
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