If the three most important words in real estate are location, location, and location, then the three most important words in Lead Generation are quality, quality, and quality. When it comes to generating leads, think of quality as the “X” factor.
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On December 19, 1973, Johnny Carson’s writers took an ordinary news story and turned it into what some have called the greatest example of Demand Generation in the history of free enterprise. The story contained a statement by a Wisconsin Congressman named Harold Froehlich, who claimed that the federal Government was behind schedule in processing bids from toilet paper suppliers. In the article, Froehlich stated, “The United States may face a serious shortage of toilet tissue within a few months.”
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By Beth Negus Viveiros
Chief Business Marketer
The bottom line in any marketing campaign today is return on investment. That makes it imperative to know what matters more in your lead generation efforts, quality or quantity.
"If you put something out there that gets a lot of respondents, those people aren't necessarily leads," notes David Azulay, vice president, client services at The Kern Organization.
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Whose job is it to generate leads? Back in the day, the Fuller Brush man (door-to-door salesman for you younger folks) had to generate his own leads. He had a fool-proof method for generating leads. He just rapped his knuckles on the door or rang the bell, and more often than not, voila, a lead was generated. It might not have been a great lead. It certainly was not what we, as automated marketers of present day, would consider a lead; but it was indeed a lead, and could often “lead” to a sale.
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