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The 2-Minute Lead Check: are your leads landing with you?

The biggest mistake I see agents and brokers make: their leads are going to someone else. You post, run ads and hand out cards. People go looking. Then the trail ends somewhere you don't control. Four checks tell you where yours go.

1. Where does your own form send leads?

Try it: Fill out the contact form on your own bio or website from a personal email, the way a buyer or seller would. Did it land in your own CRM or inbox, with your name on it?

Where does your own form send leads? Yes No Not sure

What to fix: Your form sends leads to a team leader, a shared inbox, or nowhere. Usually not on purpose: the site was built that way and nobody tested it. Ask whoever runs the site to route the form to you, or use a site and lead capture system in your own name.

2. Did your follow-up start?

Try it: Look at what happened after you sent that form. Did anything start on its own: a reply to the person, a task for you, a reminder to call?

Did your follow-up start? Yes No Not sure

What to fix: The lead reached you, but nothing started. Set up an instant reply and a dated task for the first call, so the person hears back while they're still looking.

3. Who shows up when people search for you?

Try it: Search your name with your town, and then your specialty with your town, in a private browser window. Does a page of your own show up, or only listing sites, directories and your team's page?

Who shows up when people search for you? Yes No Not sure

What to fix: Listing sites and directories have more authority than a page nobody wrote. A page of your own, under your name, with your market and real answers, gives search something to show. Nobody can promise a ranking; this is how you give yourself a chance.

4. Can AI answers find something of yours?

Try it: Ask ChatGPT or another AI assistant who to talk to for your specialty in your market. Is there a page of yours it could cite: your own site, a bio, articles under your name?

Can AI answers find something of yours? Yes No Not sure

What to fix: AI answers cite pages that clearly answer questions. If there is no page of your own, there's nothing to cite under your name. Articles with your name, your market and your experience give them something to work with. No one can guarantee an AI answer will name you.

Answer the four checks above.

Pick Yes, No or Not sure on each one. Your answers stay in this browser tab; nothing is saved or sent.

From Amber Pember, MBA, business broker with E² Exits™, eXp Commercial. A check that passes today can break when a site, team or form changes, so run it again every few months. This is a guide, not a guarantee of leads or rankings.

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