Web Leads are Great, But How Do You Get Them to Become Clients?

By
Real Estate Services with RealtySoft.com
http://actvra.in/8kM
In our recent article about capturing web leads, we talked about the lengthening of the time that prospects are using for research. The Internet allows them to start much earlier, take longer, and remain anonymous a great deal of the time. They love it, but it presents challenges for the real estate website. In that lead capture article, you read about how to covert a suspect to a prospect, getting that email address.

Getting the prospects’ contact information is like getting a base hit. You’re on first, but it isn’t a score (commission) until you make it to home plate safely.  Much like that baseball analogy, getting from first base to home can take a while, many times 6 to 12 months in real estate.  You may be trying to steal the next base.  Or you may get to the next base due to a walk or a base hit by a teammate.  It’s a process, and never a certain score.

The key is to NEVER minimize the importance of these leads.  Just because they aren’t planning on a transaction for some months into the future, they WILL result in a commission for someone. And, once your website is generating leads, your pipeline can be filled and you’ll seldom have dead periods again. The trick is to not lose them once you get on first base.

CRM – Customer Relationship Management "Integrated"

Yes, you’re “managing” these relationships. These leads are the starting point, and your follow-up is what will carry them through to the closing table. It’s all about the management of the customer relationship, which is to say the management of your activities in staying in touch and keeping them in your fold. There are several components to this process:

  • Monitoring – What would be valuable information about your customers that you can get without asking them?  How about which pages they’re visiting on your site? Or, wouldn’t you like to know which articles they’re reading and the characteristics of the listings they’re viewing?
  • Follow-up Management – How many more deals would you close if you had a system to automate your daily tasks, prompting you to follow up and contact prospects? This is more the personal contact, if they gave you their phone number. How valuable would it be to combine the monitoring in the previous item with a phone call about a newly listed home that seems to fit all of their search criteria?
  • Drip Email Marketing Campaigns – It’s always interesting to hear about a real estate agent who is stressed out because they’ve been successful with their website lead generation. Why the stress if they’re getting leads? They are trying to figure out how to stay in contact with them and not lose them before they’re ready to act. What if you had a system that would allow you to pre-build a set of emails to go out on an automated schedule to each new lead as they enter your CRM system? This would keep them informed, keep your name top-of-mind, and make you the person sitting next to them at the closing table.
After the successful implementation of lead capture on a website, the next and greatest challenge for the real estate professional is to keep those leads viable and get them to the closing. Finding a real estate website and IDX provider with an integrated suite of services is the stress-free solution.  RealtySoft.com provides an end-to-end solution to capturing leads and working them through to a commission.

Check out this short 3 minute video demo of RealtySoft CRM solution. OOPS are bad for business!





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Topic:
Real Estate Sales and Marketing
Tags:
crm
real estate crm
real estate contact management system

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Rainer
12,952
Jonathan & Natalie Lee
Prudential Georgia Realty

This is the truth...sending property updates is one of the most successful practices

May 16, 2011 09:25 PM
Rainmaker
47,652
Kelvi Cunningham
G&A Real Estate, Inc.

This information was very helpful and I do need to get a better CRM and follow-up management in place. I have been in real estate for 6 years and I rely heavily on my own personal initiative to keep track of and contact each client from time to time or make a phone call just to say hello anytime I have a minute and have been thinking about them. This was easier to manage when my client base was smaller and when my business was new. An organized CRM and follow-up management is far past due and embarrassing to even admit that I don't have a better system. However, it do have to say that it does force you to use 100 personal touch and a more authentic interaction, but I'm sure a mix of both would be more advantageous. I will look into your products. Thank you!

June 18, 2011 01:53 PM
Rainmaker
999,231
Joan Whitebook
Consumer Focused Real Estate Services
BHG The Masiello Group

An interesting post and we all could use some more quality leads.

June 18, 2011 11:09 PM
Rainer
224,161
Donald Reich
Prudential Centennial

Email campaigns are a very important part of my marketing effort. It's a cheap, easy, and painless way to stay in touch with even the weakest of leads!

June 18, 2011 11:17 PM
Rainer
332,837
Paul Gapski
619-504-8999,#1 Resource SD Relo
Berkshire Hathaway / Prudential Ca Realty

heck yes i need better quality leads i must say

June 30, 2012 07:59 AM
Anonymous
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Rainmaker
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Peyman Aleagha

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Additional Information

Peyman Aleagha is the founder and President of RealtySoft.com. RealtySoft provides Realtors with Real Estate Web Design, Real Estate Print Marketing and Free IDX solutions. Find out more about RealtySoft by visiting RealtySoft.com