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

By
Services for Real Estate Pros 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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Show All Comments
Rainer
135,013
Michele Myers
Prudential Homesale Services Group - Harrisburg, PA
Harrisburg/Hershey Realtor

This is a very challenging form of lead generation, and if you are impatient like I am, it can get frustrating.  Thanks for sharing.

April 18, 2011 07:55 AM #5
Rainmaker
133,906
Jeanne M. Gavish
Jeanne Gavish, Keller Williams Realty Elite Partners - Spring Hill, FL
Keller Williams Realty Elite Partners - CIPS,GRI,S

I have moved most of my marketing to web based, and am struggling with the time involved to sift through all the leads to get to the golden ones.   A lot of people looking in Florida in the long winter months online, but not all are buyers.

April 18, 2011 08:26 AM #6
Rainmaker
71,356
Deb McNeill
Flying M Team Small World Realty Fort Worth, Tx - Fort Worth, TX
Fort Worth Real Estate

I love the baseball analogy! Although I'd probably love it more if that were a Texas Ranger in your photo and not one from the evil empire. ;0)

Not giving up and staying in touch is important! Thanks for the advice.

April 18, 2011 09:22 AM #7
Rainer
239,373
Justin Dibbs
United Real Estate - Ashburn, VA
REALTOR® - Ashburn Virginia Homes for Sale

I've gona away from using drips (as soooo many agents are using them now) and now just send out a few blast broadcasts that look like I've written the email only to them.

April 18, 2011 10:00 AM #8
Rainmaker
41,623
Peyman Aleagha
RealtySoft.com - Toronto, ON

Great discussion everyone,

I agree that getting a face to face appointment is the key but how do you get that so important appointment? I think most agents expect to close every single lead they generate from their website. To me it's a numbers game. Even if you close 5% (1 in 20) of the leads you are still ahead of the game because online advertising doesn't cost as much as traditional advertising and its much more targeted.

April 18, 2011 10:23 AM #9
Rainer
117,323
Rob Kittle
The Kittle Team - Coldwell Banker - Fort Collins, CO
"We Specialize, You Benefit!" -The Kittle Team

Every Lead is very important and you are right to always keep in touch with them and do follow ups and providing them extra ordinary service so they won't go anywhere. Thank you!

April 18, 2011 11:52 AM #10
Rainmaker
142,525
Joe & Linda Sopo
Keller Williams Realty - Long Beach, CA
"Los Altos Experts" - Let Us Move You!

Great post Peyman. Loved the baseball analogy & you hit the nail on the head! Follow-up is KEY! Thanks for sharing.

April 18, 2011 07:35 PM #11
Rainmaker
882,661
Ronald DiLalla
Century 21 Discovery DRE 01813824 - Anaheim, CA
No. Orange Cty Real Estate

Great post ...Having an auatomated program is sthe key to stay on top of these internet leads.

May 12, 2011 01:45 AM #12
Rainmaker
1,049,542
Robert (Bob) Gilbert
Berkshire Hathaway HomeServices Anderson Properties - Katy, TX
Your Katy TX Real Estate Expert

Thanks for the ideas. My biggest problems are getting fake phone numbers, bad E-mail addresses , pro-bono work, and flakes in general who ask on the internet to help but disappear when you try to call. Drip mail does not work and makes folks mad!!manis

May 12, 2011 04:29 PM #13
Rainer
86,147
Tamara Schuster
Naperville Glen Ellyn Lisle Plainfield Wheaton Illinois - Naperville, IL
Realtor Broker - Naperville

Internet presence is so important.  You never know where they may lead.

May 12, 2011 05:56 PM #14
Rainmaker
280,308
Terkel Sørensen
Real Estate Places - Temecula, CA
Realtor, 951.805.0773 , Bank owned and Short Sales

Peyman, this is good info. 

fyi, i have already converted leads from our rs site... any thoughts on a mobile friendly version?i really need to get in there and work more on it. 

May 12, 2011 07:38 PM #15
Rainmaker
41,623
Peyman Aleagha
RealtySoft.com - Toronto, ON

Terkel,

That is excellent news! You have only been with us for 3 months and you are already converting leads?! WOW!

We do have plans for a mobile friendly version. We expect to have something by the end of Q4.

Cheers,
Peyman

May 13, 2011 09:21 AM #16
Anonymous
Anonymous
Cathy Morgan

Easy to get leads but converting them to sales would be the real game. I recently read a post by Inbound Sales Network about “Marketing Forecasting - Show Me the Money! “ (http://www.inboundsales.net/blog/bid/37784/Marketing-Forecasting-Show-Me-the-Money) that I thought you might find interesting.

May 16, 2011 10:36 AM #17
Rainer
13,351
Wes Knapp
Excel Realty - Concord, CA

Great article Peyman, my colleague and i were just discussing this!  So true.  There is no tried and true way.  The clear answer is you must be persistent.  And, having a drip system in place, with follow up pieces in the calendar makes it easier.  I paid alot of money for online leads, and wasted it all in the beggining because I just sent one email expecting a response.

May 16, 2011 07:50 PM #18
Rainer
43,117
Dustin Oldfather
Ocean Atlantic Sotheby's International Realty - Rehoboth Beach, DE
Delaware Ocean & Water Front Homes

Peyman, thoughtful post. In some ways it certainly is a numbers game, but so is baseball. And, it only takes on more hit in 20 at bats to go from being a .250 hitter to a .300 hitter. Drip campaigns do help, but nothing can replace sincere attentive personal follow up. Our online activities generate about 150 buyer leads per month. Looking back at our closed sales, and multiple reports across the country has similar findings, indicate that a quick personal contact has led to the greater majority of our converted internet sales. This isn't to say Drip campaigns aren't important, because agents get caught up once the leads start converting, but the temptation to put lead follow up on auto-pilot should be avoided. Rather, it seems the best benefits can be derived from a blend of personal and automated follow up. 

Warm Regards, 

Dustin Oldfather

May 16, 2011 09:08 PM #19
Rainer
12,952
Jonathan & Natalie Lee
Prudential Georgia Realty - Dallas, GA

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

May 16, 2011 09:25 PM #20
Rainmaker
47,652
Kelvi Cunningham
G&A Real Estate, Inc. - Manhattan, KS

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 #21
Rainmaker
1,037,123
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

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

June 18, 2011 11:09 PM #22
Rainer
232,286
Donald Reich
Prudential Centennial - New Rochelle, NY

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 #23
Rainer
332,937
Paul Gapski
Berkshire Hathaway / Prudential Ca Realty - El Cajon, CA
619-504-8999,#1 Resource SD Relo

heck yes i need better quality leads i must say

June 30, 2012 07:59 AM #24
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Rainmaker
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Peyman Aleagha

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