I have tried most, if not all, so-called “Lead Generation Systems” being offered by innumerable vendors anxious to get into our collect REALTOR wallets. However, it has been proven over and over again that my best qualified leads comes from my well written Internet Empowered Consumer (IEC) website, and a good SEO to start a pay-per-click campaign. If a vendor’s promise sounds too good to be true, it usually is —and here’s how you can tell what works, from what doesn’t.

One of my clients had asked me if I would interview a particular company that she was considering as a source for lead generation. I felt the price was steep, and suggested she could put her money to better use by continuing to develop her own website. However, she insisted that I look at their website and at least listen. Well, because I am a sucker for a woman asking me for help, I whole-heartedly agreed. After viewing their website, I was even more reluctant, because they were also trying to sell a web solution, which I felt again, the money invested would be better used on her own site.

Then one evening... the call came

I was relaxed and enjoying the winding down of the day, preparing myself for a glass of wine, soft music, and a little nibble when a gentleman called.  He explained who he was with. He gave me the typical “we are the greatest thing since peanut butter” spin and then he said "and we can get you to number one on the search engines”. That's when I said, “Whoa, you cannot guarantee that you are going to get anyone to number one on the search engines.” He replied, “ I never said that.” I came back with, “Well, maybe you didn't say it, exactly that way, but it is what you implied, and that,  my friend, is misleading.”  It became a mute point, and he did not want to go into it.

Now I am on edge. Not angry, mind you, but now I understand the psychology of what's happening. So I relaxed my emotions, but intently listened, and then just as I was getting bored, I said, “Thank you, but you know, we just are not interested”. So you know what he did...yes, you guessed it, he kept talking. So I politely, but firmly said, “I don't think you heard me, but we are really not interested.” He kept right on going, and I repeated myself. Then one of the most interesting techniques of salesmanship I have ever heard came across the phone line. He said, “Look, I am a professional, I will not hang up on someone”. Oh no, I was caught, he had me in a bind, I thought to myself, “Crud, if I hang up, I won't be professional. What's worse, he will come off more professional than me”. Now I have to listen. So he goes on and on and on.

He asks me what my relationship is with my client, and I tell him.  He attempts to convince me this is the best thing for her. I explain to him that I disagree, because I believe if she will spend the money on her own website which she can completely control, and if written well, will bring her many leads for free. Then came the next line, “What kind of coach are you that you would pass up on an opportunity for her to make money”. Now...IT'S ON!  I responded, “I think a pretty good one, since I don't spend people’s money just because something sounds good”.  I think you all know the next line that comes out of every vendor's mouth. “Well we only work with the top agents, you wouldn't want her excluded, would you?”  Now I have him. I said, “Really, well you know my wife is one of the top agents in the world and I have never had you approach her”. He sarcastically said to me, “Sure, what's her name”. I said, “No, really!  Her name is Linda C. and she is number 37 in the world with company X”. (Which I found out wasn't true later, she was really number 25). He yelled at me, and I quote “You're a liar!”  And before I could say, “I am a what?”, he hung up. Evidently I won the “most professional on the phone contest”.

Okay, so why do I bring this up?  Well, part of my job is to pay attention to the psychology of things related to Real Estate and specifically the web. So let me give you some vendor selling psychology tips for future reference.

Understand this first. I am not against everything, but I do question everything. I think it is very important that you do the same. Just because someone says it is so, doesn't mean that it is true.

Here are my tips when wondering if you should purchase the latest greatest lead generation system:

1. It's your time, let them call you on your schedule, not theirs - If this is such a great system, then they need to understand you are busy and too important to be interrupted. If they would like to make an appointment with you, then they need to do so.
2. Take control - Don't let things get out of control. Interrupt the caller, ask questions. Write things down. Be sure you clearly understand what is being said, repeat it back to them. Ask for something in writing. Have them send you an email of the specifics of the program.
3. Listen carefully for certain “buzz” words - Most vendors have similar spiels to catch your attention. Things like “Make You Number One”, “Work Only with the Top Real Estate Agents”, “Proven”, “Unsurpassed”, “Incredible Value”, “You know if you don't buy it, I will have to go to your competition”, etc. Let me say this, NO ONE can guarantee that you will be number one. No one can “prove” anything —you might be able to “demonstrate” something once or twice, but that is not “proof”. Oh, and if they threaten me with the “I am going to your competition” line, I give them my competitions phone number so they don't have to look it up.
4. Always ask where they get their leads from, and how old they are - The answers are amazing. Some will not talk about it. Sometimes I have found that the leads they gave me have already purchased a home. Some of these leads are generated from sources that have no guarantee of name, phone, or email. Folks, please, I am begging you, this is an important question —ask it, and really think about.
5. Ask for a no risk trial - All advertising takes 6 months before it works. Tell them you want to test it. If it's such a great program, they should be willing to let you do it. Six months may be long, but for crying out loud, you are real estate agents...NEGOTIATE! Certainly for more than 2 months. Remember, the goal of the company is to get you on a revolving charge, so that you will forget about it, and just keep collecting from your credit card.
6. Calculate the real cost - Many folks make their system sound so cost effective, “you only need one transaction a month to pay for all these leads”. Whoa. Did you see that one transaction a month. Think about this, depending on your transaction size one transaction a month can build you 6 of your own custom made websites, that you will never have to pay for until you upgrade, and they are yours forever, unless you go out of business. What happens if they go out of business, they took your money and probably will have nothing left to show for it. Especially if it is some sort of a website solution. Hmmmm, that's going to cost you too.
7. Ask for references - I love being positive, but I have a problem when people don't look for the down side. Because the truth is this...EVERYTHING ON EARTH HAS A DOWN SIDE!  Ask my wife. Ask people how the system or program has really worked.  If they can't give you exact numbers, then it is the wrong person. Find people who have used the system or program and can absolutely track their numbers. Then find out what they don't like about it. Just because it seems good, doesn't mean it will work for you.
8. If it's too good to be true...It is - Really folks, listen to me very carefully. Getting leads from the net does not come in somebody’s magic lead generation bag. It's like weight loss; there are no magic pills —just a great deal of work. Let your website work for you. If it isn't, then maybe you need to have someone look at it, and get it on the lead generation track for yourself. I am amazed how more and more people are looking for a pill, or a plan so they don't have to work. I am sorry, it doesn't exist. If it's too good to be true, that's because it is.

Now, with all this said, I think that for some people in certain markets, there are systems that demonstrate themselves to be effective. But folks, please don't spend money just because it “sounds good”. Do your homework, and practice some psychology of your own.

Jay Izso a,k.a. "Dr. Jay" has his Masters of Science degree in Psychology from Washington State University. He was a former instructor of Human Learning and Motivation, Experimental Psychology, and Statistics at Washington State and North Carolina State University. He has been part of the Linda Craft Top 50 Internationally Ranked RE/MAX Team located in Raleigh, NC, since 1996 where he developed Linda’s award winning Websites and cutting edge technologies.  He is also head coach for the Mr. Internet® Total Solutions Coaching program. Many of his articles and writings and observations can be read at www.realestatepsychologist.com.