Vermont Real Estate Blog | New England Landmark Realty

New England Landmark Realty covers the Vermont real estate market

from the inside — market data, buyer strategy, seller timing, land

use regulation, and the policy decisions shaping what homes cost and

who can afford them.

Tony Walton has been working Vermont real estate since 1978.

The analysis here reflects that depth.

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Nov. 30, 2024

The Myth of the Big-Box Lead: Why Local Vermont Leads Are Often Better

This article is part of our series on building a sustainable lead generation strategy for real estate agents. To start from the beginning, read the first article here.

By New England Landmark Realty LTD

For years, big-box platforms like Zillow and Realtor.com have marketed themselves as the top sources for high-quality real estate leads. But let’s dispel this myth right here: leads from Zillow or Realtor.com are not inherently more valuable, unique, or “better” than leads generated by your local website, Real Geeks platform, or personal outreach.

Consumers are consumers, regardless of the platform they use. They’re the same people searching Google, visiting local brokerage sites, and signing up for property updates everywhere online. There’s no special “magnetism” at play. In fact, the leads you receive from Zillow or Realtor.com often require the same qualifications and follow-up as those who visit your site—if not more.

Big-Box Traffic vs. Local Traffic: Understanding Consumer Behavior

Zillow and Realtor.com aren’t attracting some exclusive group of “serious” buyers and sellers. These platforms draw traffic through high-budget advertising, SEO, and visibility on search engines. Consumers visiting these sites are often at various stages of the home-buying process, from browsing to actively looking to buy or sell. In other words, they’re the same people who sign up on your Real Geeks site, explore local brokerage pages, and even walk into open houses around Vermont.

The difference? Big-box platforms like Zillow are sifting through the same mix of “real estate tourists” and serious clients as local brokerages do. Zillow’s lead qualification process is minimal—they make an initial phone call to the interested party to confirm some essential interest, then forward the call directly to an agent who has purchased leads in that area. However, the agent must answer immediately, as Zillow has a policy of forwarding the lead to the next available agent if there’s no response within seconds.

The reality is that a Vermont agent can just as easily follow a similar protocol with leads from their website or Real Geeks platform. A quick call to gauge interest—confirming that the lead is, in fact, actively searching—provides the same level of qualification as Zillow’s process. From there, Vermont agents can proceed with tailored follow-ups, bringing local insights and a personal touch that big-box platforms simply can’t provide.

So, that “qualified lead” you’re paying for from Zillow is often little more than a brief phone confirmation of interest—no guarantee of readiness, budget, or timeline. And it’s certainly no substitute for the personalized client relationships that Vermont agents excel at building locally, with clients who value local insights and community knowledge.

Takeaway: Zillow and Realtor.com do not have a magic consumer pool. Clients who land there are not more committed or better prepared—they are just consumers browsing options.

What “Qualified” Really Means for Big-Box Leads

Let’s clarify what a “qualified lead” from Zillow or Realtor.com actually entails. These platforms are moving volume, not quality. To them, a qualified lead is anyone who fills out a form or clicks “I’m interested” on a property listing—regardless of their readiness to buy, pre-approval status, or seriousness about a particular property. It’s about quantity, not quality.

Once you receive a big-box lead, you’re still responsible for every step of qualification, from gauging their level of commitment to determining their budget and timeline. In Vermont’s real estate market, where local expertise and close client relationships often make the difference, this impersonal approach can mean a significant amount of extra work while dealing with clients who may not even be ready for serious conversations.

With self-generated leads, every dollar spent goes directly toward building your Vermont brand, not toward a third-party platform. This investment saves money and builds a lasting local reputation that keeps generating business through word-of-mouth referrals—a source of leads that big-box platforms can’t replicate.

Takeaway: Big-box leads are barely “qualified” by industry standards. They require significant work to turn into clients, just like leads from your own site—without any local connection.

Local Leads: The Better Alternative for Vermont Agents

Here’s the truth: a lead generated through your website, Real Geeks platform, or Vermont-based marketing efforts is often of equal—if not better—value than any big-box lead. Why? Because local leads engage with you and your brand directly. They’re seeking specific Vermont expertise, which sets the tone for a relationship based on your knowledge and presence, rather than an algorithm or impersonal platform.

Local Vermont leads are already primed to value what you offer: insights into regional markets, community knowledge, and your personal commitment to their goals. Vermont clients are more likely to work with agents who know their way around towns like Stowe, Middlebury, or Lake Champlain’s shoreline. They value your insights into what Vermont living is all about—from understanding seasonal quirks to finding that hidden gem of a property tucked into a Green Mountain hillside. Your local expertise is not just valuable, it's integral to the real estate market in Vermont.

Takeaway: In Vermont, clients want an agent who understands their unique needs and can bring local insights that big-box platforms can’t match. Your local connections are what make you an integral part of the Vermont community, and they are what clients value most.

Consumers Are Consumers: The Real Difference Is Relationship Building

Let’s be clear—Zillow and Realtor.com leads are not more severe or committed because they came from a big name. These platforms are highly skilled at marketing and gaining visibility, but they’re still working with the same consumer base as you are. They attract browsers, just like your site. They deal with window shoppers, just like your site. Their “qualified” leads often require just as much nurturing, follow-up, and personalization as anyone who lands on your Real Geeks site.

The difference lies in the relationships you build. When Vermont buyers or sellers come to you directly, they already see you as a trusted resource in the local market. This establishes a foundation of trust and familiarity that goes a long way in converting leads into loyal clients. This advantage is significant in a close-knit market like Vermont, giving local agents the upper hand over anonymous big-box platforms every time.

In Vermont’s communities, satisfied clients often refer friends and family, creating a natural and cost-free pipeline of new leads. By focusing on self-generated leads, every successful transaction can turn into a network of referrals and repeat clients—something Zillow and Realtor.com can’t compete with.

Takeaway: Don’t fall for the myth that big-box leads are somehow “better.” Real estate consumers are all looking for the same thing: a trusted guide in their journey. And no one can fulfill that role in Vermont like a local agent can.

Conclusion: Your Local Leads Are Just as Valuable—If Not More. In the end, it's the personal touch, the local insights, and the relationships you build that make your local leads more valuable than any big-box lead.

Don’t let the big names fool you. Zillow and Realtor.com may have brand recognition, but they’re ultimately attracting the same consumers who explore Vermont real estate through local sources. Their leads are no better, more committed, or more qualified than those generated by your site. If anything, these leads come with additional challenges—less local connection, more competition, and minimal relationship-building.

The best leads in Vermont come from those who are already interested in working with you directly. By investing in your lead generation, you’re attracting quality leads and creating relationships that Zillow and Realtor.com can’t replicate. In the Vermont market, local expertise and personal connections win—far more potent than any lead bought from a third-party platform.

By generating your leads, you’re building a Vermont business that’s self-sustaining, independent, and rooted in the local community. This approach doesn’t just save you money—it empowers you to become a recognized and trusted local expert, building a legacy that clients remember and return to.

About The Author

Meet Tony Walton, owner and principal broker at New England Landmark Realty, your expert guide to Vermont's real estate scene. Discover personalized market reports, connect with our superior team of local Agents and Brokers, and access valuable resources for buyers and sellers. Delve into Tony's bio and kickstart your real estate journey today with New England Landmark Realty. Find his team at VTMove.com or call 802-253-4711 for personalized service and expert guidance.

Posted in Agent Resources

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Nov. 28, 2024

Do It Yourself: How Vermont Agents Can Qualify Leads Without Paying Premiums

This article is part of our series on building a sustainable lead generation strategy for real estate agents. To start from the beginning, read the first article here.

By New England Landmark Realty LTD

Qualifying leads is a fundamental part of real estate, empowering agents to take control and determine which clients are ready to buy or sell and who needs more time. Many agents may initially feel uncertain about lead qualification, but rest assured—this skill can be learned, and you don't need to pay hefty premiums to third-party platforms for pre-qualified leads. With the right approach, you can confidently navigate lead qualification.

Here's a reassuring look at how Vermont agents can qualify their leads, address common objections confidently, and even offer extra help if needed. This approach will keep your focus where it belongs: on building local relationships and understanding what matters most to Vermont homebuyers and sellers.

Start with Open-Ended Questions to Gauge Interest and Readiness

In a region like Vermont, where community and local knowledge play a significant role in real estate, asking open-ended questions creates an inviting conversation. These questions help clients feel comfortable sharing their needs, timelines, and goals, allowing you to understand where they stand without feeling pushy.

Example Questions:

"What's motivating your move right now? Are you looking to settle down near Burlington or further north?"
"Are there any specific Vermont towns or regions you're interested in exploring more, like Waterbury, Montpelier, or the Northeast Kingdom?"
"Do you have a timeline for buying or selling, or are you just starting to explore the Vermont market?"

These questions create a low-pressure conversation, which Vermont clients appreciate. By positioning yourself as a supportive and knowledgeable local advisor, you build trust and reduce the likelihood of objections while also getting a clear sense of the client's intentions.

Tip: Listen closely to details about timing, location preferences, and lifestyle. Knowing these specifics can help you customize your follow-up to show you genuinely understand Vermont's unique market and appeal.

Handling Common Objections with Confidence

Objections are a natural part of lead qualification and don't have to be stressful. Here are a few common objections Vermont agents may encounter and reassuring ways to address them, tailored to reflect Vermont's close-knit, community-oriented market. By understanding and respecting these objections, you can confidently guide clients through their decision-making process.

"We're just looking for now."
- Response: "That's completely fine! Vermont is a unique market, and I'm here to help at any stage of your process. I'd be happy to share some insights on towns or local amenities that match what you're looking for. This way, whenever you're ready, you'll have a head start."
- Why it works: This response reassures the lead that there's no pressure to move forward, positioning you as a supportive resource they can turn to as they get serious.
"We're working with someone else but haven't decided yet."
- Response: "I understand, and choosing the right agent is an important decision, especially in a unique market like Vermont. If it's helpful, I'd be happy to answer any questions about the market or share insights on specific regions to help you make an informed choice."
- Why it works: This response is friendly and respectful. It shows you understand the Vermont market while offering unbiased support if they still weigh options.
"We're not sure if we're ready financially."
- Response: "That's totally understandable, especially with Vermont's range of home prices across different towns. If you'd like, I can connect you with a trusted local mortgage advisor who can help you explore your options—no obligation at all. It can be a helpful step, even if you're just considering a move."
- Why it works: Offering to connect them with a Vermont-based mortgage professional shows your local connections and helps them move forward in a low-pressure way.

These responses put the client at ease, positioning you as a knowledgeable, non-pushy resource. Over time, handling these objections will feel more natural, and you'll find that Vermont clients appreciate your approach.

Reassurance: Objections are part of the process. Often, they mean the client needs more information or time. Each conversation positions you as a trusted local advisor—someone they'll turn to when ready.

Use Lead Scoring Tools for Extra Clarity

If managing multiple leads feels overwhelming, consider using a lead scoring tool like HubSpot, Follow Up Boss, or Real Geeks. These tools help prioritize leads based on their level of engagement. By tracking behaviors like email opens, page visits, and call responsiveness, lead scoring gives you an objective view of which clients are most likely to move forward, allowing you to prioritize follow-up where it counts.

In Vermont's market, where real estate interest may shift seasonally, lead scoring tools can help identify the most engaged clients at different times of the year. These tools let you focus on those serious about finding a home in a particular season, saving you time and money by allowing you to concentrate your efforts on the most promising leads rather than spreading yourself thin across all potential clients.

Tip: Many CRM platforms include lead scoring features, which can help you filter your contacts based on client activity and engagement level.

Automate the Initial Follow-Up with Drip Campaigns

A well-crafted drip campaign is a simple, low-cost way to nurture Vermont leads and identify who's engaged. By setting up an automated series of emails, you can provide relevant information to potential clients based on their interests and needs. As clients interact with the emails—opening them, clicking on links, or responding—you gain insights into who's most likely to move forward.

For example, you could create an email series focused on "Moving to Vermont" that includes topics like top school districts, seasonal events in different regions, or tips for first-time buyers in towns like Stowe or Shelburne. Leads who engage with these emails signal their interest, making it easier to prioritize them for follow-up. This campaign provides valuable information to potential clients while helping you identify the most promising leads.

Reassurance: Drip campaigns allow you to stay in touch and provide value without pressuring leads. Vermont clients will appreciate the helpful information, and the best leads will engage naturally.

Consider Hiring a Lead Qualifier for Additional Support

If lead qualification feels overwhelming or you want to optimize your time, consider hiring a personal lead qualifier. Platforms like Upwork and Fiverr offer freelancers specializing in real estate lead qualification. You can hire a part-time professional to handle initial calls, qualify leads based on your criteria, and pass along only the warmest prospects for your follow-up. This can save you time and effort, allowing you to focus on the most promising leads and potentially increasing your overall productivity and success rate.

This approach can be instrumental in Vermont's busy seasons or if you're focusing on specific regions, such as the Burlington area or towns near ski resorts. Many lead qualifiers have experience in customer service and basic objection handling, allowing you to focus on what matters most—serving your most engaged clients.

Reassurance: Hiring a lead qualifier can be far more affordable than paying for pre-qualified leads from a third-party platform. Plus, you control the quality, criteria, and communication style.

Conclusion: Qualify Leads with Confidence and Control

Qualifying your leads may seem intimidating initially, but with the right approach, it's a skill that can quickly become second nature. You can build a personal pipeline without paying high premiums by asking open-ended questions, handling objections confidently, and using tools like lead scoring and email drip campaigns.

Hiring a personal lead qualifier can help you stay on top of the Vermont market without sacrificing quality if you need extra support. As you build your pipeline, you'll gain valuable insights into your client's needs and enhance your local reputation as a trusted Vermont real estate professional.

With a little practice, qualifying leads can be an easy, rewarding process that helps you connect with clients who genuinely value your expertise. In Vermont's relationship-driven market, these connections create a thriving business and a loyal client base without the high costs of pre-qualified leads.

About The Author

Posted in Agent Resources

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Nov. 27, 2024

Why ‘Free Leads’ Are Anything but Free: The Hidden Costs of Commission Splits

This article is part of our series on building a sustainable lead generation strategy for real estate agents. To start from the beginning, read the first article here.

By New England Landmark Realty LTD

Some real estate leads are marketed as “free” because they don’t require an upfront cost. However, these so-called “free leads” often come with significant commission splits, making them far from cost-effective. When agents pay a hefty portion of their commission to the lead provider in addition to brokerage splits, they’re left with a much smaller cut of the earnings. Unlike brokerage commissions—which directly support the agent’s growth and access to resources—these “free” leads create an unnecessary drain on profitability and limit an agent’s ability to invest in other business growth strategies.

Here’s why these leads are anything but free and how relying on them can stunt long-term success.

The True Cost of “Free” Leads

Many platforms offer “free” leads in exchange for a percentage of the commission when a deal closes. For some, this may seem like a small price for new business, but the numbers tell a different story. When you account for the standard brokerage split, adding a lead provider fee quickly eats into your earnings, significantly diminishing your take-home pay.

Let’s break down the math using an example typical in Vermont:

Average Home Sale Price: $500,000
Commission on One Side: 2.5% or $12,500
Average Annual Sales: 12 sales/year (1 per month)
Lead Provider Share: 25% of commission for purchased leads
Brokerage Split: 30%

Assuming 40% of an agent’s sales come from purchased leads, this equals five sales annually from purchased leads and seven from self-generated leads.

Purchased Leads (5 sales):

Total commission on purchased leads: $12,500 x 5 = $62,500
Lead provider split (25%): $62,500 x 0.25 = $15,625
Brokerage split (30%): $46,875 (remaining commission) x 0.30 = $14,062.50
Net Earnings: $46,875 - $14,062.50 = $32,812.50

Self-Generated Leads (7 sales):

Total commission on self-generated leads: $12,500 x 7 = $87,500
Brokerage split (30%): $87,500 x 0.30 = $26,250
Net Earnings: $87,500 - $26,250 = $61,250

On purchased leads, the agent keeps $32,812.50 after all fees, compared to $61,250 on self-generated leads—a difference of $28,437.50 annually, or nearly 50% less on purchased leads. This added expense limits profitability and reduced funds available for investments that could grow the agent’s brand and business over time.

Takeaway: Brokerage commissions support growth; lead provider fees reduce profitability without building your business.

How Lead Fees Drain Profitability and Limit Growth Investments

When every closed deal involves a “lead fee,” agents experience a direct hit to profitability, especially if a significant portion of their business comes from purchased leads. In this scenario, where 40% of an agent’s annual income depends on these leads, the additional expense quickly becomes a major drain on earnings.

Over the course of a year, the lead provider fees alone total $15,625—money that could be better invested in sustainable, self-generated lead strategies. Without this expense, agents could invest in brand-building and business-expanding strategies, such as local SEO, social media marketing, and client-focused content.

The ROI of Self-Generated Leads Over Time

While self-generated leads require an initial investment of time and resources, they offer compounding returns. Unlike purchased leads, which require ongoing payments for one-time transactions, self-generated leads build brand awareness and client loyalty, creating a pipeline that continues to yield new clients and referrals over time.

Takeaway: Lead fees don’t just reduce earnings—they hold you back from reinvesting in sustainable, high-ROI strategies.

The Client Experience Advantage of Self-Generated Leads

Purchased leads often make the client feel like a transaction, as they’re passed through a third-party platform before reaching an agent. Clients who come through big-box platforms may even view agents as interchangeable, which limits their sense of connection and trust.

Example:

A client referred to you by a past client or through your website is already interested in working with you specifically, setting the stage for trust and loyalty. These clients view you as their advisor and are more likely to refer friends or return when it’s time to make their next move.

Clients brought in through self-generated pipelines feel valued, creating a more satisfying and loyal relationship that benefits both the client and the agent in the long term.

Takeaway: Self-generated leads create strong client relationships, which build trust, loyalty, and more referral-based business.

Self-Generated Leads Build Skills for Career Growth and Independence

Agents who focus on self-generating leads develop valuable skills like digital marketing, client engagement, and brand-building, which benefit them at every stage of their careers. Instead of simply responding to leads provided by a third party, agents who generate their own leads build their business skills, gain market insights, and develop a proactive approach to client acquisition.

Professional Growth Advantage

Developing a lead generation strategy cultivates skills that add long-term value. Agents who understand digital marketing and local branding strategies are well-positioned to scale their businesses, adapt to market changes, and retain independence from big-box platforms. These skills support career resilience, allowing agents to stay ahead of industry trends and grow sustainably.

Takeaway: Self-generated leads don’t just yield clients—they build expertise and independence that enhance career longevity.

Freedom from Platform Rules: Why Control Matters

Agents dependent on big-box platforms are at the mercy of the platform’s algorithms, rules, and pricing changes. Any platform adjustment can instantly affect lead flow and visibility, leaving agents scrambling to adapt. By creating a self-generated lead pipeline, agents control their business, set the terms, and build lasting connections without worrying about external rule changes or unexpected costs.

Takeaway: Self-generated pipelines allow you to shape your own client relationships and business strategy—free from external influences.

Conclusion: Invest in Growth, Not Fees

While brokerage commissions fund your growth, development, and access to resources, “free” leads incur costs that erode your earnings without adding lasting value to your business. Each lead fee is money that could be invested in other strategies—like content marketing, social media ads, and client engagement—that build a sustainable business pipeline.

Self-generated leads also provide compounding returns, creating a strong personal brand and allowing you to retain clients, gain referrals, and secure independence from high-cost lead providers. Developing these skills enhances your market knowledge and builds a pipeline that supports career growth, reduces dependency, and maximizes profitability.

Ditch the “lead tax,” focus on self-generated leads, and let every commission support your long-term growth, career satisfaction, and independence.

About The Author

Posted in Agent Resources

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Nov. 27, 2024

Historic Homes vs. Newer Builds: Who Won Vermont’s Pandemic Price War?

By New England Landmark Realty LTD

Vermont captivates with a charm that feels as if it were frozen in time. From the storybook allure of its postcard-worthy villages to the serene beauty of its rolling green mountains, the state offers more than just a place to live—it invites you to become part of a lifestyle rooted in warmth, history, and natural splendor. For those exploring Vermont real estate, every home comes with the promise of this unique way of life—whether it’s a historic gem or a modern escape nestled in the state’s breathtaking landscapes. But when the pandemic reshaped real estate markets across the country, an intriguing question arose: how would Vermont’s beloved historic homes fare against newer builds in a market unlike before?

The COVID-19 pandemic turned Vermont into a sought-after destination for buyers seeking escape from urban life. With its open spaces, slower pace, and remote-work appeal, the state became a haven for out-of-state buyers. Vermont's historic homes—built before 1940—found themselves in the spotlight, their vintage charm not just appealing but captivating buyers looking for authenticity and uniqueness. At the same time, newer homes offered modern conveniences and efficiency, appealing to those prioritizing practicality.

Both segments experienced a dramatic surge in prices. Historic homes saw their average price rise from $269,994 in 2020 to $410,458 in 2024—a 52% increase. Newer homes also appreciated significantly, climbing from $360,354 to $525,042, a 46% jump. What stood out was how competitive historic homes became in appreciation, rivaling newer builds traditionally dominating the market.

The story of the pandemic real estate market isn’t just about prices—it’s about inventory. Both historic and newer homes faced a significant scarcity, fueling fierce competition. Sales of historic homes peaked at 2,238 transactions in 2021 but declined steadily to 1,211 by 2024. Newer homes followed a similar pattern, with sales volume dropping from 6,397 in 2020 to 3,646 in 2024. This scarcity pushed prices higher as buyers vied for whatever was available, whether it was a classic farmhouse or a sleek contemporary design.

Another revealing trend was the speed at which homes sold. Historic homes, which traditionally lingered on the market, saw their average Days on the Market (DOM) plummet from 130 days in 2020 to just 49 days in 2024. Newer homes moved even faster, with DOM dropping from 103 days in 2020 to an astonishing 32 days in 2022. This rapid pace underscored the intense demand across the board.

The pandemic offered Vermont homeowners a clear lesson: historic and newer homes have distinct strengths. With their unique character and heritage, historic properties proved they could compete on value and desirability. Newer homes, meanwhile, maintained their edge in speed and volume, meeting the needs of buyers looking for move-in-ready options.

As Vermont’s real estate market continues to evolve, one thing is certain: the state’s housing market has room for both the old and the new. Whether you’re preserving a piece of history or building for the future, Vermont’s appeal as a place to live, invest, and thrive remains unmatched and enduring.

About The Author

Posted in Vermont Real Estate Trends

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Nov. 24, 2024

Building Your Own Lead Generation Pipeline: Best Practices, Costs, and ROI

This article is part of our series on building a sustainable lead generation strategy for real estate agents. To start from the beginning, read the first article here.

By New England Landmark Realty LTD

Creating your own lead generation pipeline is not just a smart investment, it's a powerful move that puts you in the driver's seat of your real estate career. Yes, it requires time, money, and consistent effort, but the payoff—a sustainable flow of quality leads that are exclusively yours—is well worth it. Unlike buying leads, where you’re subject to high costs, competition, and dependency on big-box platforms, a self-generated lead pipeline gives you control, allowing you to build lasting client relationships and retain a greater share of your commissions.

Here’s a clear roadmap for building your own lead gen pipeline, with best practices, examples of supporting vendors, associated costs (such as website builder and hosting, SEO services, content tools, ad spend, and CRM systems), and benchmarks to help you measure success.

Create a High-Quality, SEO-optimized website

Purpose: Your website is the cornerstone of your digital presence, where potential clients come to learn about your services, your expertise, and your brand. A well-designed, SEO-optimized website allows clients to find you through search engines when looking for real estate services in your area.

Steps:

Choose a Real Estate-Specific Website Builder: Use platforms like Real Geeks, Placester, or Squarespace for easy setup and fundamental estate-specific tools. These platforms offer templates and customization options geared toward real estate agents.

SEO Optimization: Use keyword-rich titles and meta descriptions and create locally focused blog content (like neighborhood guides, market insights, and property tips). Add internal links and relevant backlinks to improve search engine ranking.

Cost:

Website builder and hosting: $30–$100/month

Professional SEO services (optional, but recommended for quick results): $300–$1,000/month

Time Commitment: The initial setup can take 1–2 weeks. Consistent blogging or content updates will require a few hours per month.

Learning Curve: Moderate, especially if you’re new to SEO. Platforms like Yoast SEO (a plugin for WordPress) can guide you through the basics. Similarly, digital advertising may have a moderate learning curve, but with the right guidance, you can quickly grasp the essentials.

Benchmark for Success: Aim for a steady increase in organic website traffic over 6–12 months. You're on the right track if you’re getting 50–100 visitors a month and gradually increasing. This growth is a clear sign that your efforts are paying off and your business is on the path to success.

Leverage Google My Business (GMB) for Local SEO

Purpose: Google My Business (GMB) is a free tool that helps your business appear in local search results, especially when users search for agents “near me” or by location. A well-optimized GMB profile boosts your visibility and credibility.

Steps:

Set Up Your Profile: Claim your listing and add all relevant information—hours, phone number, website, photos, and service areas.

Encourage Client Reviews: Positive Google reviews improve your ranking and build trust with potential clients.

Post Regular Updates: To keep your profile active, share blog posts, local market insights, and recent listings as “posts” on GMB.

Cost: Free, though you may want to hire a professional for initial setup or ongoing management ($50–$200/month).

Time Commitment: About 1–2 hours per month.

Learning Curve: With a user-friendly interface, the learning curve for Google My Business is low. You'll find it easy to navigate and manage, giving you the confidence to make the most of this powerful tool.

Benchmark for Success: Monitor your “Profile Views” and “Search Views” within GMB. Aim for consistent growth in these metrics, with at least 1–2 new monthly client inquiries coming directly from GMB within 3–6 months.

Start a Targeted Content Marketing Strategy

Purpose: Content marketing lets you connect with potential clients by providing valuable, localized information. Blog posts, guides, videos, and social media updates establish your expertise and help you attract clients organically.

Steps:

Identify Key Topics: Focus on local topics like “Best Neighborhoods for First-Time Homebuyers in [Your City]” or “Monthly Market Updates in [Your Area].”

Create Consistent Content: Aim for 1–2 monthly blog posts, supplemented with social media posts.

Repurpose Content: Share your blog posts across platforms like Facebook, Instagram, and LinkedIn for maximum reach.

Recommended Tools:

Jasper AI: This is for content ideas and assistance in writing posts.

Canva: For designing social media graphics and blog images.

Cost:

Content tools: Jasper AI ($29–$99/month), Canva (Free to $12.99/month)

Content writer or editor (optional): $100–$300 per blog post

Time Commitment: Writing and publishing take approximately 3–6 hours per month, depending on frequency.

Learning Curve: Low, especially with content aids like Jasper AI.

Benchmark for Success: Monitor blog traffic and social media engagement metrics (likes, shares, comments). Aim for steady growth in both, with a goal of 1–2 monthly leads from content within 6 months.

Run Paid Social Media Ads and Google Ads

Purpose: Paid advertising allows you to target specific audiences, such as first-time buyers or people interested in moving to your city. When set up correctly, Facebook and Google ads are particularly effective for local lead generation.

Steps:

Set a Budget: Start small, with $200–$500/month, and increase once you see results.

Define Your Audience: Use Facebook and Google's targeting options to narrow down specific demographics, interests, and geographic areas.

Optimize Landing Pages: For the best conversion rates, send ad traffic to landing pages with clear calls to action (CTAs).

Recommended Vendors:

Facebook Ads: Great for targeting local audiences and boosting brand awareness.

Google Ads: Ideal for capturing clients searching for terms like “buy a house in [Your City]” or “top real estate agent in [Your Area].”

Cost:

Monthly ad spend: $200–$1,000/month

Professional ad manager (optional): $300–$1,000/month

Time Commitment: Initial setup can take a few hours; ongoing management requires 1–2 hours per week.

Learning Curve: Moderate to high if you’re new to digital advertising. Hiring an ad specialist may be worth it for optimization.

Benchmark for Success: Track your ad click-through rate (CTR) and cost per lead. Aim for a CTR above 1% and a price per lead that fits your budget (ideally $10–$30 per lead).

Use a CRM for Lead Nurturing and Follow-Up

Purpose: A CRM system allows you to manage leads, follow up with clients, and keep track of ongoing communications. This is crucial for staying organized, ensuring no lead falls through the cracks, and providing personalized service to your clients, which can lead to higher conversion rates and customer satisfaction.

Steps:

Choose a CRM: Follow Up Boss, HubSpot, and LionDesk are tailored for real estate, offering tools to segment leads, schedule follow-ups, and set reminders.

Automate Follow-Ups: Nurture leads using automated email or text sequences, sending personalized messages based on clients' current stages of the buying or selling process.

Segment Your Leads: Organize your leads by category—such as “Hot,” “Warm,” and “Cold”—so you can prioritize outreach effectively.

Cost:

CRM software: $50–$300/month, depending on features and add-ons

Time Commitment: Initial setup and training require about 5–10 hours. Ongoing maintenance takes about 1–2 hours per week.

Learning Curve: Moderate, especially with more complex CRM systems. Most vendors offer tutorials to ease the process.

Benchmark for Success: Track lead conversion rates and follow-up consistency. A 5–10% conversion rate on nurtured leads is a solid target, with ongoing increases as you refine your CRM practices.

Encourage and Manage Online Reviews

Purpose: Reviews are powerful social proof that can make or break a client’s decision to contact you. A steady flow of positive reviews on platforms like Google, Yelp, and Facebook boosts your credibility and helps you rank higher in local search results.

Steps:

Ask for Reviews: After a successful transaction, request a review from the client. Make it easy by sending them a direct link.

Respond to All Reviews: Engage with positive reviews by thanking clients and professionally addressing any concerns raised in negative reviews.

Highlight Reviews on Your Website and Social Media: Showcase your best reviews to strengthen your brand and encourage other clients to reach out.

Cost: Free, though some agents use reputation management software (optional, $10–$50/month) to streamline review requests and tracking.

Time Commitment: About one hour per month.

Learning Curve: Low, but persistence is vital.

Benchmark for Success: Aim for 1–2 new reviews per month and strive for an average rating of 4.5 stars or higher. Reviews should increase website visits and client inquiries.

Success Story Example: Proof That It’s Possible

“Carrie, an agent in a small town, decided to shift from buying leads to creating her own pipeline. She started by setting up a website, writing one blog post a month, and building her social media presence. Six months in, Carrie was receiving 5–10 quality leads per month, with about 20% of those converting into clients. By the end of her first year, Carries business was 100% self-sustaining, and she didn’t spend a single dollar on lead platforms.”

Carrie’s journey shows that building your own pipeline isn’t just possible—it’s transformative. By focusing on her own brand and connecting directly with clients, Carrie took control of her business, even as a solo agent in a small market. In just one year, she moved from relying on expensive, unpredictable leads to creating a steady stream of clients who trust her expertise and reach out to her by choice. Her success proves that any agent can build a self-sustaining pipeline that drives long-term growth and independence with the right tools and dedication.

Quick-Start Guide: Your First 30 Days

Week 1: Set up your Google My Business profile and ask past clients for reviews.

Week 2: Create your website (or optimize your existing one) and add two blog posts on local topics.

Week 3: Open accounts on Facebook and Instagram and post about real estate trends, local events, and your insights twice a week.

Week 4: Run a small Facebook ad campaign targeting buyers in your area and test different ad formats to see what works best.

This guide helps break down the first steps to build momentum and see results quickly.

Long-Term ROI and Final Thoughts

Building your own lead generation pipeline is a long-term investment, but with sustained effort, it’s a high-return approach that grows in value over time. Remember:

“Agents with a strong personal brand report a 3x increase in referrals and repeat business.”

“Organic leads convert at rates 50% higher than paid leads, meaning each self-generated lead has a greater chance of becoming a closed deal.”

“Real estate agents with active social media presence are 37% more likely to engage potential clients than those without one.”

By taking control of your marketing and client acquisition, you’re building a reliable and profitable system that respects your time, prioritizes quality clients, and reflects your unique value.

Final Benchmark: Measure success by tracking cost per lead, conversion rate, and lead source quality. A high-performing pipeline should yield a 5–10% conversion rate on qualified leads and provide enough inquiries to sustain your business goals.

Creating your own lead generation system frees you from big-box fees and gives you control over your brand, clients, and business. Invest in yourself, build something truly yours, and watch your reputation and business grow.

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Nov. 21, 2024

Owning Your Brand: How to Create a Reputation on Your Terms

This article is part of our series on building a sustainable lead generation strategy for real estate agents. To start from the beginning, read the first article here.

By New England Landmark Realty LTD

In real estate, brand identity isn’t just a logo or a tagline—it’s your professional reputation, the values you stand for, and the way clients remember you; for agents who rely on big-box lead platforms like Zillow and Realtor.com, building an independent brand can be challenging. These platforms present agents as interchangeable options, limiting their ability to create a unique identity and grow a reputation that reflects their expertise.

Agents can establish a brand that clients recognize, trust, and remember by generating their own leads. This approach not only allows you to take control of your business, but also to create a unique brand identity that reflects your expertise. Here’s why owning your brand is crucial to building a sustainable real estate business and how to create a reputation on your own terms.

Big-Box Platforms Dilute Your Brand Identity

Big-box platforms are designed to position their own brand—not the agents they feature. When clients find an agent through Zillow, Realtor.com, or similar websites, they’re more likely to remember the platform as their main point of contact rather than the agent who ultimately served them. This not only dilutes the agent’s brand, but also makes it harder to stand out and build a memorable presence. It's time for a change in strategy.

Self-generated leads come directly to you, bypassing the middleman and creating an immediate, personal connection with clients. Without the third-party filter, clients associate their real estate experience with your brand and your unique qualities as an agent, strengthening their loyalty and trust.

Takeaway: A self-generated lead experience keeps the focus on your brand, allowing clients to associate you with their successful real estate journey—not a third-party platform.

Create a Brand Identity That Reflects Your Unique Value

Every agent has unique strengths, values, and approaches to the business. When agents rely on purchased leads, they miss the opportunity to showcase what makes them different. Big-box platforms focus on numbers and algorithms, treating agents as interchangeable options rather than unique professionals with specialized expertise.

By generating your own leads, you can create a brand that highlights your unique strengths, whether it’s your local expertise, commitment to client satisfaction, or dedication to the community. When clients find you directly, they see you as an expert in your market, and you can shape your brand to reflect the qualities that make you the best choice.

Takeaway: Owning your brand allows you to emphasize what makes you unique, setting you apart from competitors and attracting clients who resonate with your values.

Building a Direct Brand Connection Increases Client Loyalty

Clients are likelier to stay loyal to an agent who presents a clear, authentic brand that aligns with their needs and values. When agents generate their own leads, they can convey this brand identity from the very first interaction, establishing a strong foundation of trust and respect.

In contrast, clients who come through big-box platforms often feel a weaker connection to their agent. They may view the agent as just another contact in a sea of options, which reduces loyalty and increases the likelihood of clients switching agents for future transactions. A strong brand connection keeps clients engaged and more likely to return when ready for their next real estate move.

Takeaway: A direct brand connection nurtures loyalty, increasing the chances of repeat business and referrals.

Self-Generated Leads Support a Consistent Brand Message

Consistency is key to building a memorable brand. When agents depend on third-party leads, they lose control over the messaging clients see before connecting. Clients may be introduced to agents through vague or inconsistent descriptions, creating a brand experience that doesn’t align with the agent’s goals or values.

Self-generated leads give agents full control over how they’re presented to clients, ensuring that every piece of content—from website copy to social media posts to email responses—reinforces a consistent brand message. This consistency strengthens brand recognition, builds client trust, and helps agents stand out as reliable, professional experts.

Takeaway: Generating your own leads lets you control your message, ensuring clients receive a consistent and professional experience every time.

Establish a Brand That Clients Will Remember and Refer

One of the greatest benefits of building an independent brand is the potential for organic referrals. Clients with a strong, positive impression of an agent’s brand are likelier to share that experience with friends and family. Agents who create their own leads establish a memorable brand that clients will refer others to, bringing in high-quality leads at no extra cost.

Agents who rely on big-box leads often miss out on these organic referrals because clients associate their experience with the platform rather than the individual agent. By creating a brand directly tied to the client’s experience, agents ensure that satisfied clients remember their name—not Zillow’s or Realtor.com’s.

Takeaway: A strong, independent brand drives organic referrals, helping you build a sustainable business with clients who come to you by choice.

Build a Brand That Reflects Your Values and Mission

When agents rely on purchased leads, they effectively align themselves with the values of the platform they’re buying from—not necessarily their own. Big-box platforms prioritize fast transactions, high volume, and scalability, which don’t always reflect the agent’s personal mission or commitment to the community.

Agents can build a brand that reflects their values by generating leads. If you’re passionate about helping first-time homebuyers, supporting local businesses, or educating clients, your brand can embody these values, attracting clients who appreciate your unique mission. This alignment creates a more fulfilling business model that resonates deeply with clients and builds long-term loyalty.

Takeaway: A self-generated lead system allows you to build a brand that reflects your mission, creating a more rewarding career and attracting clients who share your values.

Conclusion: Own Your Brand, Own Your Business

Building an independent brand is one of the most powerful moves an agent can make for long-term success. When you create a brand that reflects your unique strengths, values, and expertise, you’re setting yourself apart from competitors and building a sustainable business that clients recognize, remember, and refer to.

Big-box lead platforms create an impersonal, competitive environment that reduces your brand to a name in a list. By focusing on self-generated leads, you take control of your brand, allowing you to connect directly with clients, communicate consistently, and showcase your expertise on your terms. Invest in your brand, build an identity that clients trust, and create a business that reflects your passion, professionalism, and unique value.

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Nov. 19, 2024

Avoiding Burnout: How Building an Independent Pipeline Saves Time and Energy

This article is part of our series on building a sustainable lead generation strategy for real estate agents. To start from the beginning, read the first article here.

By New England Landmark Realty LTD

In real estate, burnout is an all-too-common reality. Agents feel pressured to respond to leads instantly, chase every client, and juggle constant demands—all while trying to close deals. This sense of pressure is even greater for agents who rely on big-box lead-buying platforms like Zillow and Realtor.com. Competing for the same leads and feeling obligated to chase cold contacts often leads to long hours, mental exhaustion, and a high likelihood of burnout.

The solution? Building an independent lead pipeline. This approach not only reduces burnout by allowing agents to manage their workload more effectively but also creates a more sustainable business model that prioritizes quality, client relationships, and efficiency over endless lead-chasing. Some strategies for building an independent lead pipeline include creating a strong online presence, networking within the community, and providing valuable content to attract potential clients.

Lead-Buying Often Results in High-Pressure, Low-Reward Work

When agents buy leads, they’re paying for access to contacts who may or may not be ready to decide. Many purchased leads are lukewarm or simply people browsing listings, requiring constant follow-up, nurturing, and attention. This “chasing” creates an endless cycle where agents spend most of their time on clients who might never convert.

With an independent pipeline, agents engage with leads who are genuinely interested in their services. These are what we refer to as 'self-generated leads ', which are warmer, often seeking specific expertise or interested in a personal connection. Instead of chasing every inquiry, agents can focus on high-potential clients, reducing time wasted on cold leads.

Takeaway: Direct leads are of higher quality, allowing you to prioritize meaningful work such as client consultations, property evaluations, and negotiation strategies, instead of constantly chasing low-conversion prospects.

Self-Generated Leads Mean Less Competing and More Connecting

When agents buy leads, they’re usually not the only ones reaching out to the client. Multiple agents often contact the same lead, creating a competitive dynamic that pressures agents to respond faster, push harder, and stand out among a crowd. This constant competition can lead to burnout, as agents feel they must always be “on” to keep up.

Self-generated leads eliminate this competition. Since the client came directly to the agent, there’s no need to rush or overextend to secure their attention. This allows agents to work more naturally, focusing on building a connection rather than trying to win out over multiple other agents.

Takeaway: With self-generated leads, you can focus on forming a connection rather than competing, which reduces stress and promotes more effective client relationships.

An Independent Pipeline Allows You to Set the Pace

Purchased leads often expect immediate follow-up and constant attention, leading to a reactive work style. This fast-paced, reactive approach is exhausting and leaves little room for a balanced schedule or time to focus on meaningful tasks. When agents rely on big-box leads, they’re not setting the terms—the platform is.

With an independent pipeline, agents are free to set the pace of their business. They can prioritize leads based on readiness, develop intentional follow-up schedules, and create a workflow that supports their energy and time management. This proactive approach is not only more sustainable, but it also allows agents to provide higher-quality service.

Takeaway: When you control your pipeline, you set the pace, making balancing your workload more accessible and reducing the chances of burnout.

Personalized Relationships Are More Fulfilling Than Transactional Interactions

Clients who come through big-box platforms often view their relationship with an agent as transactional—they’re looking for someone to help them browse listings, schedule showings, and manage paperwork, but they may not see their agent as a trusted advisor. This transactional nature can lead agents to feel undervalued, resulting in a lack of job satisfaction and, ultimately, burnout.

Self-generated leads, on the other hand, are built on personalized connections. Clients who choose an agent directly often do so because they’re looking for guidance, local expertise, and a partner in the real estate process. Building meaningful relationships with clients is rewarding and reminds agents why they got into real estate in the first place.

Takeaway: Direct leads foster personally fulfilling relationships, reducing stress and increasing career satisfaction.

Self-Generated Leads Are Easier to Qualify, Reducing Wasted Effort

One of the challenges of purchased leads is that they require a lot of qualifying. Agents spend hours following up with contacts who may need to be severely more or ready to buy, leading to wasted effort and frustration. This effort contributes to mental and physical burnout as agents feel their time isn’t being valued.

With self-generated leads, agents control the qualifying process from the start. They can focus on attracting leads who meet specific criteria and filtering out unqualified contacts before entering the pipeline. This leads to more productive conversations and less time wasted, creating a healthier, more efficient work environment.

Takeaway: Self-generated leads save time by attracting genuinely interested clients, reducing the stress of sifting through unqualified contacts.

Self-Reliant Lead Generation Puts Agents in Control of Their Schedule

One of the most frustrating aspects of buying leads is the need for more control over business flow. When agents rely on big-box platforms, they’re subject to the platform’s lead flow, often resulting in an unpredictable and inconsistent workload. Some months might bring a flurry of leads, while others go dry, creating a feast-or-famine cycle that’s mentally and financially taxing.

By creating their lead pipeline, agents can build a steady stream of clients and control their workload. This consistency allows for better planning, a more stable income, and a balanced schedule that reduces the risk of burnout.

Takeaway: A steady, self-generated lead flow creates a more predictable workload, reducing the stress of unpredictable business cycles.

Conclusion: Invest in Yourself, Not Just the Next Lead

The pressure of chasing purchased leads can quickly lead to burnout, which can affect agents’ mental health, energy levels, and overall job satisfaction. Building an independent lead pipeline helps agents avoid this burnout and creates a more enjoyable, fulfilling, and balanced career.

By focusing on self-generated leads, agents can control their workflow, attract clients who value their expertise and engage in meaningful relationships that make real estate rewarding. Say goodbye to burnout and hello to a more sustainable way of doing business. Invest in yourself, build your own lead pipeline, and enjoy a career that respects your time, values your energy, and supports your growth.

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Nov. 19, 2024

Why Frequent Vermont Visitors Are Becoming Second-Home Owners: Is It Your Turn?

By New England Landmark Realty LTD

For those who've spent their weekends skiing down the slopes of Stowe, wandering through the autumn trails of Woodstock, or soaking up the serenity of Lake Champlain, Vermont is more than just a vacation spot—it's a feeling. The brisk air on a clear fall day, the charm of small-town shops, and the unspoiled beauty of rolling hills seem to stretch forever. This feeling leads to a natural next step for many frequent visitors: making Vermont their second home.

If you are drawn back to the Green Mountain State repeatedly, it might be time to consider putting down some roots. But why now? And why Vermont? Here's what you need to know about the compelling reasons behind this trend—and how you can become part of it.

A Vacation Lifestyle Year-Round

Picture your cherished retreat becoming your everyday sanctuary. Vermont presents a rare fusion of natural allure and year-round activities that cater to every outdoor enthusiast. From the renowned ski slopes of Stowe and Killington to the hiking paths of the Long Trail and the pristine waters of Lake Champlain and Lake Willoughby, Vermont is not just a destination you visit; it's a lifestyle you can embrace.

Data Point: According to a 2023 report from Vermont's Department of Tourism, over 13 million visitors came to Vermont in 2022, with 47% returning at least twice within the same year. This high rate of return visits underscores how magnetic Vermont's offerings are for those who experience it.

Remote Work Makes Flexibility Possible

The rise of remote work has transformed how people think about their primary and secondary homes. Many frequent Vermont visitors now have the flexibility to split their time between their city apartments and a tranquil retreat in the mountains.

Data Point: A study by Realtor.com found that over 60% of second-home owners in Vermont work remotely for part of the year, and this trend has only increased post-pandemic. The result? More people are converting vacation time into a sustainable part-time residence.

Strong Investment Potential

Owning a second home in Vermont isn't just about creating personal experiences—it's also a strategic investment. The state has seen consistent appreciation in property values, especially in desirable areas close to outdoor activities and quaint town centers, providing a strong investment potential.

Data Point: The median sales price for homes in Stowe increased by nearly 15% from 2020 to 2023, reaching around $675,000. Similarly, Woodstock and Manchester have experienced price appreciation of 12% and 10%, respectively, over the same period. For second-home buyers, this means potential equity growth alongside personal enjoyment.

Rental Income Opportunities

One of the biggest draws for prospective second-home owners is the ability to offset costs through vacation rentals. Vermont's popularity as a year-round tourist destination means your property can attract visitors during all four seasons—whether they're looking to ski, hike, or escape the city, providing a steady stream of income.

Data Point: According to AirDNA, vacation rentals in popular Vermont areas like Stowe and Woodstock boast an average occupancy rate of over 65%, with peak seasons seeing occupancy as high as 90%. This robust demand translates to a steady stream of income for second-home owners who choose to rent out their properties when not in use.

An Escape That's Close to Home

For many out-of-state buyers, Vermont's location is ideal. It's far enough to feel like an escape but close enough to major cities for convenient travel. Driving from Boston to Stowe takes just over three hours; from New York City, it's under five. This proximity allows frequent visitors to make the most of long weekends and spontaneous getaways.

Data Point: Vermont's real estate market has seen a 25% increase in out-of-state buyers since 2020, according to the National Association of Realtors (NAR). This surge is primarily driven by buyers from nearby states seeking accessible yet distinctly different surroundings.

Community and Quality of Life

One of the most compelling reasons frequent visitors become second-home owners in Vermont is the state's unique sense of community. Vermont towns are known for their welcoming atmosphere, locally-owned businesses, and community events that bring people together. From farmers' markets and craft fairs to music festivals and town parades, these small communities offer a rich, connected experience that city life often needs to improve.

Data Point: A recent survey by Livability ranked Vermont as the 2nd best state for quality of life, highlighting its low crime rates, high air quality, and a strong sense of community. For second-home owners, this means a beautiful place to live and a fulfilling way of life.

Is It Your Turn to Own a Piece of Vermont?

If Vermont has been calling you back season after season, it's time to consider making that connection permanent. Imagine having your retreat—a place where you can create memories, enjoy a flexible lifestyle, and invest in a growing market.

Tony Walton and his team at Nelandmark.com understand the draw of Vermont better than anyone. With years of experience helping out-of-state buyers find their perfect second homes, Tony is committed to making the process seamless. From identifying the right towns to navigating the intricacies of Vermont's real estate market, they're your local experts every step of the way.

Ready to take the next step? Contact his team at Nelandmark.com or call 802-253-4711 to explore how you can turn your favorite getaway into a place of your own

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Nov. 18, 2024

Vermont Real Estate Market Outlook for 2024-2025: Opportunities Amid Uncertainty

By New England Landmark Realty LTD

The national housing market has endured a challenging few years, with rising mortgage rates since 2022 stifling growth. However, as we edge closer to 2025, cautious optimism is brewing—and Vermont’s real estate market is poised to benefit uniquely.

National forecasts suggest an upswing in home sales, with the National Association of Realtors (NAR) projecting a 9% increase in 2025 and a further 13% boost in 2026. But how will Vermont’s distinct market dynamics respond to these broader trends? Let’s dig in.

Vermont’s Distinct Advantage in a Shifting Market

In Vermont, the housing market is more resilient than most, thanks to its blend of natural appeal and a steady influx of buyers seeking a lifestyle upgrade. The Green Mountain State continues to attract urban escapees from nearby metros like Boston and New York, drawn by its picturesque landscapes and slower pace of life. This enduring demand and a relatively stable local economy position Vermont as a standout in uncertain times.

According to NAR’s chief economist, Lawrence Yun, job growth and mortgage rates will drive the housing market recovery. Vermont’s lower unemployment rates and the burgeoning tourism-driven economy could amplify these positive effects locally. While national GDP growth is projected to slow to 2.3% in 2024, Vermont’s regional economic performance—supported by its growing outdoor recreation industry and expanding remote workforce—offers a brighter outlook.

Mortgage Rates: A Game-Changer for Buyers and Sellers

The biggest wild card for the Vermont market, as elsewhere, will be mortgage rates. Yun anticipates rate cuts in 2025, a potential lifeline for prospective buyers who have been priced out of the market due to high borrowing costs. Vermont homeowners sitting on low-rate mortgages from earlier years might finally feel confident enough to list their properties, boosting inventory levels.

However, the specter of inflation looms large, especially with incoming President-elect Donald Trump’s proposed tariff policies. If tariffs on foreign imports spike inflation, household budgets across the country—including in Vermont—could face additional strain. For buyers, the resulting higher costs of goods and construction could make homeownership less attainable. Builders in Vermont, already dealing with rising material prices and labor shortages, could see costs surge further.

2024 Trends to Watch in Vermont

Home Price Stability: Unlike overheated markets in the Sunbelt, Vermont is expected to see steady, not spiking, price growth. This is good news for buyers waiting on the sidelines.
Inventory Growth: Vermont’s inventory could expand modestly as more homeowners feel confident about selling, particularly if rates stabilize.
Days on Market: Expect homes to stay on the market slightly longer than in the peak COVID-era frenzy, reflecting a return to a more balanced market.
Tourism Impact: The booming ski and summer tourism industries fuel demand for vacation homes, particularly in areas like Stowe, Killington, and the Champlain Valley.
Remote Work: Vermont’s allure as a remote work haven continues to grow. More professionals are trading urban apartments for rural charm, driving demand in towns like Middlebury, Woodstock, and Brattleboro.

Will Trump’s Policies Alter the Path?

President-elect Donald Trump’s approach to fiscal policy could create ripples—or waves—in the housing market. While lower interest rates might boost affordability, proposed tariffs could add to inflationary pressures. In Vermont, where many construction materials are imported, tariffs could exacerbate already high building costs, delaying new projects and straining affordability further.

As Yun points out, if the Trump administration can credibly reduce the federal budget deficit, mortgage rates could decline even further, offering much-needed relief. A calmer fiscal policy would be a significant boon for Vermont, which thrives on stability and long-term investment.

Vermont in 2025: A Land of Opportunity

Looking ahead, the Vermont housing market is set to benefit from its unique blend of lifestyle appeal, economic resilience, and stable demand. While external pressures like national policy shifts and inflation will play a role, Vermont’s allure as a haven for those seeking space, community, and a connection to nature will keep its market vibrant.

Critical takeaways for Vermont in 2025:

Sellers: Price your home competitively to attract motivated buyers in a stabilizing market.
Buyers: If mortgage rates decline as expected, 2025 could be the year to secure your Vermont dream home.
Investors: Keep an eye on short-term rental markets in popular tourist towns; demand for vacation properties remains high.

Vermont real estate is about more than just transactions—it’s about lifestyle transformation. If you’re ready to move or invest in the state’s bright future, Tony Walton and his team are here to guide you every step of the way. With decades of local expertise and a commitment to personalized service, we’re your trusted partners in Vermont’s real estate market. Visit VTMove.com or call 802-253-4711 to start your journey today.

Posted in Vermont Real Estate Trends

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Nov. 17, 2024

Competing for the Same Leads: How Big-Box Websites Artificially Increase Demand

This article is part of our series on building a sustainable lead generation strategy for real estate agents. To start from the beginning, read the first article here.

By New England Landmark Realty LTD

In real estate, competition is natural—but not all competition is productive. Big-box lead platforms like Zillow and Realtor.com capitalize on this by selling the same leads to multiple agents, creating an artificially inflated demand that leaves agents scrambling for the same few clients. This practice drives up the cost of leads and forces agents into an exhausting race to win over clients already overwhelmed by options.

This article explains why lead-buying pits agents against each other in costly and unnecessary ways and how self-generated leads can eliminate this artificial competition, leading to a more productive, client-focused business model.

Purchased Leads Are Often Sold to Multiple Agents

Big-box platforms sell the same lead to multiple agents in the same market, often leaving buyers and sellers bombarded with calls and emails from several realtors. While this practice is lucrative for the lead platforms, it’s a major disadvantage for agents, who find themselves competing in a crowded field for the same client’s attention.

The result? Agents often feel pressured to respond faster, lower their fees, or make special offers to stand out among other agents. This turns lead-following into a race to the bottom, where agents sacrifice time, resources, and often profit margins to close a deal that was never exclusive to begin with.

Takeaway: Self-generated leads are exclusively yours, allowing you to work with clients without unnecessary competition and better control over pricing and negotiation.

Big-Box Platforms Create a False Sense of Demand

The practice of selling leads to multiple agents gives the illusion that the demand for leads is far greater than it actually is. By making agents pay top dollar for access to the same prospects, big-box platforms drive up prices while creating a scarcity that pressures agents into buying more leads than they need.

This model benefits the platform, not the agent. In reality, agents could access the same or better quality leads by creating their own pipeline, but lead platforms create an artificial sense of competition that makes agents believe they must buy leads or be left behind.

Takeaway: Self-generated leads don’t come with a premium price tag or artificial scarcity—they’re built from genuine client interest, allowing you to focus on quality over quantity.

Lead-Buying Turns Agents Into Commodities

When agents purchase the same leads from a big-box platform, they’re stripped of their individuality. Clients don’t necessarily see one agent as better than another—they see a list of names sent to them by Zillow or Realtor.com, which makes agents appear interchangeable. This creates an environment where clients might prioritize agents based on quick responses or discounted services rather than trusting a specific agent’s expertise.

With self-generated leads, agents are chosen by clients who recognize their value, not by a platform’s recommendation. These clients are contacting you because they’re interested in your local expertise, unique branding, or specialized knowledge—not because you were one of many agents on a list.

Takeaway: A self-generated lead is already invested in working with you specifically, so there’s no need to compete with others for their attention.

Multiple Agents Chasing the Same Lead Dilutes Client Experience

When multiple agents approach clients, they may feel overwhelmed and pressured, negatively impacting their experience. Rather than feeling guided by a single, trusted agent, they’re dealing with a crowd of agents eager to make an impression.

This leaves clients feeling like they’re just another number in a system rather than a valued client. Agents who generate their own leads can avoid this issue entirely, providing a seamless, client-centered experience from the very beginning. A direct relationship between the agent and client results in more personalized service, less stress for the client, and a greater likelihood of referrals and repeat business.

Takeaway: Self-generated leads allow you to offer a personalized, high-touch experience that sets you apart and builds stronger client loyalty and satisfaction.

Self-Generated Leads Attract Clients Who Value Your Expertise

When agents generate their leads, they attract clients specifically interested in what they offer—not just an available agent. This means that clients come in with a higher level of trust, are more likely to respect the agent’s guidance, and are less inclined to price-shop or seek out other options. This approach fosters a high-value relationship, building loyalty and long-term satisfaction. On the other hand, when agents compete over a purchased lead, clients often become "price shoppers," focusing on which agent will offer the lowest commission or the most immediate availability. This mindset doesn't foster a high-value relationship-it creates a transactional approach that doesn't build loyalty or long-term satisfaction.

On the other hand, when agents compete over a purchased lead, clients often become “price shoppers,” focusing on which agent will offer the lowest commission or the most immediate availability. This mindset doesn’t foster a high-value relationship—it creates a transactional approach that doesn’t build loyalty or long-term satisfaction.

Takeaway: Direct clients value your unique expertise and are less likely to treat your services as a commodity, leading to a stronger relationship from the start.

Self-Generated Leads Allow You to Set the Terms

When you generate the leads, you have full control over your business terms and can select clients who align with your values and services. Instead of feeling pressured to respond within minutes or compromise on your fees, self-generated leads allow you to engage with clients on your terms, building a practice that respects your time and expertise. In contrast, purchased leads often come with the expectation that agents will chase them, sacrificing time, resources, and sometimes profit margins to close deals. This type of interaction is draining and, ultimately, unsustainable for agents who want to build a stable and profitable business.

In contrast, purchased leads often come with the expectation that agents will chase them, sacrificing time, resources, and sometimes profit margins to close deals. This type of interaction is draining and, ultimately, unsustainable for agents who want to build a stable and profitable business.

Takeaway: Generating your own leads gives you full control over client selection, pricing, and response time, allowing you to maintain the integrity of your business model. This control ensures you can build a stable and profitable business that respects your time and expertise.

Conclusion: Avoid the Artificial Competition—Build a Direct Pipeline

Big-box platforms are designed to maximize their own profit by creating artificial competition among agents. By selling the same leads to multiple agents, these platforms drive up prices, increase pressure, and position agents as interchangeable options rather than unique, trusted professionals.

Agents who invest in building their own lead pipeline avoid these pitfalls entirely. This achievement of generating your own leads is exclusive, meaning you don’t have to compete with other agents or sacrifice your terms to close a deal. By focusing on direct leads, you create a business model that values quality over quantity, respects your time, and builds client relationships based on genuine trust and connection.

Skip the middleman, focus on generating your own leads, and build a business that’s truly yours—one without artificial competition or inflated costs.

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Find Your Vermont Dream Home

The Myth of the Big-Box Lead: Why Local Vermont Leads Are Often Better

Do It Yourself: How Vermont Agents Can Qualify Leads Without Paying Premiums

Why ‘Free Leads’ Are Anything but Free: The Hidden Costs of Commission Splits

Historic Homes vs. Newer Builds: Who Won Vermont’s Pandemic Price War?

Building Your Own Lead Generation Pipeline: Best Practices, Costs, and ROI

Owning Your Brand: How to Create a Reputation on Your Terms

Avoiding Burnout: How Building an Independent Pipeline Saves Time and Energy

Why Frequent Vermont Visitors Are Becoming Second-Home Owners: Is It Your Turn?

Vermont Real Estate Market Outlook for 2024-2025: Opportunities Amid Uncertainty

Competing for the Same Leads: How Big-Box Websites Artificially Increase Demand

Find Out What Your Home is Worth

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