By Max Barrett, Manager Client Development
“All my leads are bogus! My website produces nothing but Mickey Mouse leads.” All too often, agents write off their hard earned leads because they are unresponsive or are not immediately ready to buy a home. Be careful not to jump to conclusions and make sure you do your homework on your internet leads. Search Facebook or Google for your lead’s email address to verify the legitimacy of the lead.
Once you’ve verified that your lead is a real person, you need to find out if they are ready to talk to you.
“I’m Just Looking…”
Chances are… they are not ready yet. Mistakenly, we like to think the lead left their number because they want to schedule a showing. However, research shows that approximately 75% of the prospects captured on real estate websites are not ready to jump in head first just yet.
So how do you make a meaningful connection with prospects that are just looking? Make a great impression – starting with your first phone call. Introduce yourself and market your expertise, real estate tools, social presence, and your website. Show them how you stand apart from other agents and tell your prospect that you’d love to have the chance to earn their business.
Respond quickly if they get back to you with questions. Your leads are just one Google search away from finding another agent which is all the more reason you should be following up with new leads within 20 minutes of receiving it. There’s no shortage of agents out there so your prospects won’t hesitate to move on quickly if they find your response time lagging. You should also connect with them on an ongoing basis to make sure you stay front of mind so they choose you when they are ready to move forward with a transaction.
Use PropertyPulse to Manage Your Lead Nurturing
PropertyPulse makes it simple to manage your lead nurturing and to help you stay front of mind with prospects, leads and even past clients. So how do you simplify lead nurturing?
In PropertyPulse, you can use the status tool to assign your prospects to different lead groups – making it easier to follow up with leads at different stages of the buying or selling process. Come up with a system that works for you to help you keep track of your prospecting. For example, if you give new leads that you haven’t connected with yet a status of “New”, this will remind you to follow up with them on a daily basis to try and make a connection.
You also have the option to assign your leads to groups – which should be based on qualification criteria, your business model, and niche markets served.
At minimum, we recommend you use:
You can also use additional groups for niche markets (for example, Military Relocation, First Time Home Buyer or Downsizing) further help you target buyers and sellers with relevant information. Leads can be assigned to more than one group so you can have an Active client who is also listed in the First Time Home Buyer category.
PropertyPulse makes it easy to monitor your lead’s activity on your website, IDX search and more. When you open up your lead manager, you’ll see a section at the bottom of the page titled “Lead History.” This section shows the dates, times and details of any lead activity and includes any updates you’ve made to the lead file. You will also see tabs for IDX Searches, IDX Listings and Email Campaigns which will show you any details that fall into those categories. If you visit a specific listing, you’ll be able to see a list of any leads who have inquired about that listing or added the listing as a favorite in their IDX search.
Email Campaigns & Drip Messaging:
Qualified leads allow agents to target market and deliver exactly what each lead desires. In PropertyPulse, navigate to the Marketing Tab and take a look at all the different marketing opportunities that are available. You can send one-time Listing Emails or Custom Messages or you can assign your leads to a Drip Marketing campaigns that send multiple emails on an ongoing basis to targeted to groups. Consistent touches help you stay front of mind with your prospects, dramatically increasing the chances they will come to you when they are ready to move forward with their home search.
Prove Your Dedication
Clients expect you to be persistent; show them you want their business and follow up even when they don’t call you back. Why? Well if you were going to sell my home, I would want you to follow up on every inquiry. If you don’t follow up with me, are you going to follow up with people interested in my property? Hard to say. Be efficient, consistent and persistent and the rest will fall into place!