It's a common practice in real estate to try to generate leads from a competitor already doing a good volume of business. The easiest way to steal leads is to look at a competitor's shortcomings and create a marketing plan based on their shortfalls.

Easy Targets:

• Agents who don't focus on a target market.
• Agents lacking a comprehensive website.
• Agents without a lead management system.

Lack of drive will also cost you leads. Don't become complacent with your marketing plan – there's always someone around the corner creating a strategy that tries to address your inadequacies.

Target Market

Casting a large net into a sea of leads seems like a good idea. But potential leads don't want to do business with an agent who doesn't specialize in a specific field. Without a target market, you will look like a generic agent.

People want to do business with agents who know who their clients are and what they want. When you look at it from the client's perspective, it makes sense. They don't want to waste time working with an agent who doesn't understand their needs. Stand out from the rest by becoming an expert in your field. Dustin Russell, manager of acquisition marketing at Market Leader, offers this advice:

"Make sure you aren't advertising alongside other agents. A site that places you next to one, two, or three other agents doesn't provide exclusivity. You may get a lead here and there, but you aren't positioned as the only expert in your area."