As a real estate agent, your business lives and dies by the real estate leads (both buyers and sellers) that you generate.  Heck, that’s true for any real estate professional, right?

Well, Jay and I have been talking a lot about real estate leads, and we find that, as in most businesses, one of the best ways to get buyers and sellers in the door is to use reciprocity.

What is Reciprocity?

Now, you may not know this, but I’m a recovering anthropologist.  And back when I was studying to be the next Indiana Jones, one of the things that I learned about was what anthropologists like Richard Leakey called the “web of indebtedness.”  Basically, cultural anthropologists suggest that human culture progressed rapidly as the “web of indebtedness” allowed us to divide labor and create an exchange for goods and services.  In essence, reciprocity gave rise to our economic, political and social systems.

Cultural Anthropologists argue that, by giving something of value to another, you strengthen your relationship and create of bond of obligation with the recipient.  For example, if you’re a good hunter, you may give a friend some of your mastodon kill.  By doing this, you’re ensuring that later on he’ll give you some of his meat when he has a successful hunt.  Or maybe your friend is a toolmaker.  He may give you new stone point for your spear as a way of thanking you.

Reciprocity in Action Today

Let’s bring this into the modern world.

Have you ever experienced the panic during the holiday season when someone unexpectedly gives you a gift?  It’s uncomfortable right?  You may feel awkward and downright rude until you reciprocate with a gift from them.  Heck, my friend Lisa stocks up on Godiva chocolate boxes during the holidays and keeps them on hand so she is never caught off guard.  

If you receive a holiday card from someone who isn’t on your list, what’s the first thing you do?  Right - you send them a card immediately and them to your list for next year.

Well, that’s reciprocity (or the “web of indebtedness”) at work.  And, as a real estate professional, you can put it to work for you to generate real estate leads.

Here’s What This Means For You As A Real Estate Professional…

All you have to do is provide something of value to the buyers and sellers that you are trying to attract.  There are as many ways to do these as there are real estate agents out there - you’re limited only by your imagination.

Put yourself in the shoes of the ideal buyers or sellers that you are trying to attract?  What are they looking for?  What do they worry about?  How can you make the real estate process easier for them?  What would make them smile?  Figure that out, then give it to them.

If you need some ideas, go back to our special report.  If you don’t have it yet, you can get it here:  www.realestatemarketingmakeover.com   We also go into more detail on our free teleseminar where we offer some ideas and walk you through the process.  You can get your copy of the teleseminar here:  www.realestatemarketingmakeover.com/freeteleseminar.html

Whether your perfect real estate lead is someone looking to buy or sell a single family home or someone looking for commercial space, with your expertise you can easily give them something of value.  Once you do, they will feel obligated to do something nice for you.  It may be as simple as referring a friend to you or it may turn out to be listing their home with you.  Whatever it is, it will be good for your business and bring more leads to you.

So take a minute to think of what you can provide to your ideal prospect (buyer or seller) whether it’s online, in person, over the phone or in the mail and have it ready to go… just like those boxes of Godiva chocolate Lisa keeps on hand.  Do that, and you’ll have more real estate agent leads - and more commissions! - than ever before.