All real estate agents are in the lead generation business. A successful real estate business starts with investing time and effort into prospecting. But for many, prospecting is the least enjoyable part of the business because you’re being coached to engage in lead-generation activities that you don’t believe in and don’t come naturally to your skill sets.
There is no one-size-fits-all approach to building a real estate business because everyone brings a unique personality, skill set, and sales style. Use “Agent Archetypes” to help develop clarity around your strengths so you can build lead-generation strategies that work for you.
Understanding the Four Agent Archetypes
To understand the four agent archetypes, we first need to set the backdrop for the two major styles of sales across the following spectrums.
Cold vs. Warm Leads
Agents tend to gravitate to one side or the other of the “warm vs. cold” spectrum. For some, engaging and working with people within their sphere of influence is intuitive and natural (warm leads). For others, it is easier to make a call to a perfect stranger to discuss buying or selling real estate (cold leads).
When you do business, do you prefer to sell to people you already know or to strangers outside of your immediate circle?
There is no one-size-fits-all approach to building a real estate business because everyone brings a unique personality, skill set, and sales style. Use “Agent Archetypes” to help develop clarity around your strengths so you can build lead-generation strategies that work for you.
Direct vs. Indirect Selling
People who take a direct sales approach prefer direct contact in a one-on-one context. Direct sellers are extraverts who like to take an outbound approach to sales tend to employ direct selling strategies. An indirect sales approach focuses more on inbound opportunities, such as waiting for someone to reach out for help. Indirect sellers are introverts who like to take an inbound approach to sales tend to use indirect selling strategies.
There are four agent archetypes that fall along these spectrums: the prospector, the converter, the networker and the marketer.
Once you know your archetype, you’ll understand the sales strategy, marketing tactics, and training that work specifically for you.