Well, there are some companies (one in particular) that may not appreciate this post, but they are getting an unfair share of our marketing dollars in my opinion. Here's my tip of the day to help you reduce the number of "I just want my $100 so I'm going to say I heard about you on Blah.com" people.
Don't ask them "How did you hear about us?" Ask, "Have you been here before?" You will be amazed at how many people will say, "yes," or tell you they've driven by before. You can then ask a follow-up question like, "Did you research us online, or find information about the community anywhere?" This way, source one = referral or drive-by, source two = whatever.com or guide.
Even if a prospect has heard about or driven by a property before, many are aware of the $100 fees for using Blah.com. According to the policies, you don't have to pay a fee if their primary source is a referral or drive by.
Enjoy your day!
Mj