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How to Use Home Buyer Seminars to Generate Leads & Position Yourself As an Expert w/Rachel Kennedy

May 8, 2018

Today, buyers have agents coming at them from many directions. Until we have a buyer agency agreement with that person, we don’t have that client. How can we get creative about getting in front of more buyers, while positioning ourselves as the experts? How can we leverage our expertise with banks and lenders? On this episode, Rachel Kennedy talks about how she has gone from one-to-one to one-to-many with Home Buyer Seminars.


When you have the inventory, the buyer leads are free and they are a heck of a lot better than any buyer lead you’re going to buy, get off of Facebook, PPC or anything else. -Michael Hellickson


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Three Things We Learned From This Episode

Positioning ourselves as experts sets us apart

A one-on-one, face-to-face appointment is good but you won’t be positioned as the expert. In a seminar, you get to sit with a person for 3 hours, you’re teaching them, and you’re the expert so you don’t have competition.


Retarget your seminar attendees

When we have people who attend our buyer’s seminars, we should retarget them so we can keep engaging with them. We have to make sure we retarget them on more relevant content and not sales stuff.


People want what they can’t have, and we can leverage that  

With so many agents trying to get a buyer, we have to offer something different that will make them want to sign and stay with us. A VIP buyer’s program is a great way to do this, and it’s an easy thing to add to prospecting scripts. When they say “I’m already working with an agent”, say “So they must have a really great VIP buyer’s program...”  


When we put the work into home buyer seminars, VIP buyer’s programs, and investing in the marketing, all we’re doing is setting ourselves further apart as experts in our markets. When we get a group of people in one room and show off our expertise, we get to hit many targets at once. We are going to have higher quality leads of people who have already been primed for what we do, and we can also easily become an expert in the eyes of lenders and the banks. This eliminates any competition, removes doubt for the buyer, and allows us to incubate our own future clients.


Guest Bio

Rachel Kennedy is the principal and founding broker of The Kennedy Home Group in Denver, Colorado. For more information or to contact Rachel's team, visit