Before you build a lead gen plan, take a step back.
What are you already doing to attract or connect with potential clients?
Where are leads coming from now and where might you be leaving opportunity on the table?
Start by writing down:
• Every lead source you’ve used in the past 60 days
• Every outreach or follow-up activity you’ve done this week
• Any tools or partnerships you’re currently using to generate leads
Then, think about the bigger picture:
Lead generation is about trust, not just tactics. Are you showing up in a way that makes people want to work with you, even before they know they need you?
Start by writing down:
• What did I do today that helped someone find or trust me before they needed me?
• Where do most of my warm leads come from and am I nurturing that channel?
• Who in my network already trusts me, and how can I stay top of mind with them?
• Have I created any content, shared reviews, or implemented tools lately that build credibility?
• What lead gen activity do I avoid and why?
Choose one area to improve each week, whether it’s consistent followup, review requests, or reconnecting with past clients. Start small, stay consistent.
Set a plan.
Lead gen success doesn’t come from having every platform—it comes from knowing how (and when) to use them. Tools help, but connection closes.
Step 1. Audit your current pipeline.
• Open your Total Expert
• Identify all leads that haven’t been contacted in 7+ days.
• Sort them by type (past clients, referrals, digital, etc.).
• Tag or flag those needing follow-up this week.
Step 2. Create a lead touchpoint plan.
• Block 15–30 minutes on your calendar daily for lead gen tasks.
Monday: Total expert check-in
Tuesday: Referral partner outreach
Wednesday: New reviews or social content
Thursday: Review Total Expert email/text campaigns
Friday: Catch up
Step 3. Master your tools.
Whether you are using the Stockton provided tools or buying your own, go all in on one for 30 days, learning all you can.
These Stockton-provided tools are designed to help you grow your leads without stretching your budget.
BirdEye, Total Expert, Trust Engine, Mortgage Coach, CreatewithStockton, StocktonStyle.
You don’t need more tools—you need a plan.
Use BirdEye to grow your reputation. Automate it with Total Expert.
1. Request a review immediately after closing.
• Use BirdEye’s built-in request feature to send a personalized message.
• Pro tip: Ask in person or via phone before you send the link. A warm heads-up increases response rates.
1. Create (or request) a post-close campaign in Total Expert.
• Include a thank-you email + a link to your BirdEye review page.
• Set the automation to trigger 1–2 days after closing.
2. Respond to every review.
• Thank happy clients by name and reinforce the positive message (“Helping you through your first purchase was a true joy!”).
• If you receive a negative review, acknowledge it professionally and offer to resolve it offline.
2. Segment your past client list.
• Target clients from the past 12–18 months who haven’t left a review.
• Schedule a quick campaign: “Working with you meant a lot—if you have 60 seconds, I’d love your feedback.”
3. Share great reviews.
• Repost standout reviews on social media or use them in email signatures.
• Use CreatewithStockton to share on brand reviews right from your Birdeye account.
3. Monitor responses and update your contact strategy.
• Note who leaves a review and move them into your “advocates” segment for future referrals.
Lead types and scripts.
Not all leads are the same—and they shouldn’t be treated that way. Use these message starters and tactics to align your outreach with where the lead came from and what they’re likely to need next.
Past Clients
Reconnect and offer ongoing value
“Hey [Name], I was reviewing recent market trends and thought of you. Have you checked in on your home equity lately? It might be worth looking at your current options, especially if you’ve considered renovations or debt consolidation. Let me know if you’d like a quick, no-pressure update.”
Action items:
• Schedule equity check-in emails or calls quarterly.
• Send a personalized Mortgage Coach comparison showing refi savings.
• Automate post-close anniversaries in Total Expert with custom valuecheck offers.
Master action step:
Sort your current leads by type.
Use tags in your CRM or lead tracker to group contacts, then:
• Prioritize outreach by lead type and lead status (hot to cold).
• Use the matching script to reach out.
• Track responses and follow-up needs.
Database Re-engagement
Warm up old leads with timely, relevant value
“Hi [Name], I know it’s been a while since we last connected. With rates and inventory shifting again, I wanted to see if your plans or needs have changed. If the timing still isn’t right, no problem, but I’m here when it is.”
Action items:
• Run a report of all cold/inactive leads from the past 6–18 months.
• Set up a drip campaign in Total Expert with updated market info.
• Send a quick video message or email: “Still thinking about buying?”
Referral Leads (Agents, Builders, etc.)
Earn trust—of the lead and the referrer who sent them
Script (to the lead):
“Hi [Name], [Agent/Broker Name] mentioned you might be exploring financing options. I work closely with them to make the process simple and smooth, just wanted to introduce myself and answer any questions you have.”
Script (to the referrer):
“Just connected with [Client Name]—thank you for the referral! I’ll keep you posted on updates and loop you in if anything changes. Let’s make this a win for everyone.”
Action items:
• Respond to new referral leads within 2 hours.
• Keep your partner updated at key milestones.
• Use Total Expert to send co-branded emails or loan status updates.
Digital Leads
Respond fast, educate gently, and nurture with intent
“Hi [Name], I saw you were exploring options on our site, just wanted to reach out and offer help, no pressure. If you’re ready to take the next step or have questions, I’m happy to guide you through.”
Action items:
• Check Total Expert leads daily.
• Call or text within 5–15 minutes of receiving a form or alert.
Event-Based Leads (Open Houses, Classes)
Reinforce connection and invite next steps
“Hi [Name], it was great meeting you at [event name]! Thanks for stopping by. I’d love to follow up with a few tools or loan options that may work for you based on what we talked about. Let me know if you’d like to chat more.”
Action items:
• Within 48 hours: send a thank-you email or text referencing the event.
• Offer a custom Mortgage Coach analysis based on their goals.
• Add event attendees to a follow-up campaign in Total Expert (e.g., “What to Know After the Open House”).
