As a real estate professional, you probably put a lot of thought into lead generation. But once you’ve generated those real estate leads, how are you converting them into sales and commissions? I’m sharing this post from Adwerx that originally appeared on RETechnology. I liked the actionable tips for how to convert online real estate leads into sales.
The prevalence of online lead generation is certainly good news for real estate agents, but a lead is really just the start of something bigger. Converting those leads into satisfied customers is the real prize. While online leads share many similarities with leads from traditional sources, there are also a few key differences. Understanding those differences will help you make the most of your valuable prospecting time, maximize the return on your lead generation budget, and earn plenty of new real estate business in the process.
Tips for Converting Online Real Estate Leads
Follow Up Fast – It may be cliché to say “strike while the iron is hot,” but in this case the cliché is spot on. The longer you wait to establish direct contact with an online lead, the lower your chances are of converting them. Keep track of the tools that you use for lead generation, and make it a point to follow up with any leads as quickly as you can. Set aside time each day to check and follow up on leads.
IXACT Contact Tip: Use your real estate CRM to automatically capture your online leads and add them to your CRM. Your new leads can automatically receive an email from you immediately, so you’re following up quickly without manually writing the message for each lead.
Consider the Source
There are a ton of different platforms for online lead generation marketing and looking at where a lead comes from can help you determine the best way to reply. If a person sends you specific contact information, then you’ve already got the best way to follow up. If they just drop you a quick “hello” note on Facebook, then by all means follow up on their social channel of choice. Basically, you want to make it as easy as possible to connect.
IXACT Contact Tip: The contact profile section in your real estate CRM is the perfect place to keep notes on your leads. You’ll be able to see quickly exactly where this lead came from, and adjust how you connect with them accordingly.
Ask Questions and Listen
Asking questions shows that you care about the prospect’s unique situation, and listening to their answers will help you come up with a plan to convert. It’s also a great idea to encourage the prospect to ask questions of their own. It gives you a chance to demonstrate your expertise and the value that you provide to your clients.
Set a Signature
Your email signature is like an online business card, and it should be included in every message you send. Include your full contact information, so that leads always know how to reach you in the way that’s most convenient for them. With a good signature, every message you send has the chance to generate a lead.
IXACT Contact Tip: Use IXACT Contact to set up a professional, attractive email signature. Your signature will appear on all the drip and mass emails you send out through the system, so your leads always know how to get in touch with you.
Keep in Touch
This is a big one. No matter where a lead comes from, it’s hard to convert anyone overnight. Just as with any other type of lead, it’s important to be persistent without being overbearing. Find excuses to stay in touch, even if it’s just to ask if there’s anything you can do to help. You want them to think of your name first when it’s time to do business.
IXACT Contact Tip: Drip email messages and a monthly e-Newsletter are terrific ways to stay top of mind and keep in touch with your real estate leads. IXACT Contact comes pre-loaded with all the content you need to effectively keep in touch. Phone call reminders will also let you know when it’s time to reach out to your lead on the phone.
Offer Value
Every real estate agent has a unique personality and value comes in many forms. It’s important to be reliable, accountable and authentic, no matter what else you do to offer value. Clients are trusting you with a major financial decision, and they want attention to detail. Beyond that, your value comes from the way you do business, your personality, and the expertise you’ve built over time. Lean on every asset, and show them why you’re the right choice.
IXACT Contact Tip: Provide your real estate leads with value through useful content in your emails and on your blog. Another wonderful way to offer value to your leads is by maintaining a Business Directory of local professionals you can recommend.
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