This article was originally published on Entrepreneur.com.
What’s the worst thing that can happen if you buy weak leads from a questionable source? New York City real estate broker Nathan Horne almost found out.
Like the thousands of professionals in his industry who collectively spent $10.5 billion on advertising in 2017, his employer, The Corcoran Group, focused on branding instead of strategic lead generation. So, when Horne called someone he thought was a hot lead, he got the surprise of his life. Instead of a potential buyer, the police detective who answered the phone made a veiled threat about having a gun and being willing to use it.