How to Convert Internet Leads

AgentTraffic

John Taylor
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Converting Internet Leads [1]

 Are you wondering how to convert internet leads?  Remember, all we can do is provide you with ways to get people to walk into your virtual office. It is up to the agent to bring these people into their sphere of influence!

Most agents have no training on how to follow up these leads or what traps to avoid that can devalue your potential client. That isn’t as bad as those who make the even bigger mistake of not realizing that the selling only begins when you get the lead. Too many expect that the selling is just about done when you get that lead—and it never is, even if you follow it up correctly—and so they make “the big mistake.” They fail to make following up on these leads priority one. They’ll “get to them later.”

As someone who has worked with over a thousand agents and brokers, I can tell you that is an attitude that assures failure. Regardless of where your leads come from—and it is essential that you develop your own Internet leads—if you are casual about following them up, you might as well not even receive them, for the effectiveness of your follow up will be non-existent.

No one can succeed online who does not know how to follow up their leads the right way
When it comes to buying a home, we all know the “location, location, location” mantra. When it comes to selling to Internet buyers, that mantra is “immediate follow-up, immediate follow-up, and immediate follow-up.” Many mistakes can be overcome if you are prompt and persistent. Even so, there are so many little things that can torpedo your conversions from leads to sales that you need training on how to do this properly. We haven’t got the time or space for that, here, so here’s a quick list of things you can do to be more effective: have a lead follow-up plan.

Lead follow-up game plan

1) Respond quickly and personally by telephone or email depending on the information you have. 

2) Have follow-up materials ready. Once you find out what the client wants, give it to them! If your prospect is “looking for a $375,000 home on Lake Norman,” give it to them. If you don’t have any, there’s a course of action for that, too. (Ask about our custom IDX links!)  Don’t send them a listing that’s not what they are looking for! The old way doesn’t work in the Internet world.

3) Customize your email and phone follow up to each lead. Using our excellent Client Relationship Manager, we always mention the precise thing they wanted to know more about every time you contact them.  Whoever this person may be, they might be a real buyer and each one of them represents your livelihood. To demonstrate a lack of concern for them might as well scream out: “I’ll get to you when I’m in the mood. You’re nobody special to me.” Treat each prospect with respect and don’t waste their time.

4) Often prospects can’t find properties that meet their unique needs. This can be because they are not “tech savvy” or it can be because they can’t stand (or understand) the typical MLS website search process. The reason is not important. Use our custom links to build pre-built searches for your clients, and provide the map based search for ease of use. 

5) Respond in kind: if the lead came by phone follow it up with a phone call plus a follow-up email.  If the lead came by email, follow up by phone with a custom email from our top of the line CRM. If the lead came by text message, follow up with an immediate text message, then email, then phone call.

No matter how many good leads you receive, it’s up to you to convert them.
There are few things as irritating as a good opportunity wasted. To put it another way, there are few things as futile as crying about missed opportunities and blaming others for your poor handling of the lead. The best thing you can do for yourself (assuming you are receiving Internet leads) is to think about how important it is to follow the game plan when it comes to following them up. Smart agents already know that the most important factor in Internet success—after always having someone to call on—is properly handling their Internet leads. If you’ve got real leads and aren’t succeeding with them, get help. (Contact our customer support team or attend one of the weekly webinars!)  Adapt your mindset to the game plan and chances are good you’ll increase your success at the same time."


 [1]  The above game plan is excerpted from “How to avoid failure at converting Internet Leads,  © 2010 Mike Parker and is used with permission. 


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