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When discussing lead generation in any industry, you’re going to hear the term “funnel.” It is sometimes called the marketing funnel, the customer acquisition funnel, or the sales funnel, but they all mean basically the same thing. The funnel [see image] is a model for lead generation and conversion. The top of the funnel, and the part we are most concerned with, is awareness. Brand awareness is something that is critical to anyone wanting to generate leads. If you can’t get people into the top of the funnel, there is no way you are going to get them to the bottom—the conversion and advocacy stage. One of the statistics that we regularly go back to is the fact that 66% of home buyers hire the first real estate agent they interview. That is one of the main reasons that building your brand is so important in the real estate industry. If consumers don’t know who you are, how can they ever become a client?