As we discussed in the first two articles of this series, “What’s an Online Lead?” and “Nurturing Your Leads to a Shorter Sales Cycle,” only about three to five percent of online leads will convert into a transaction in the first 120 days, leaving a whopping 95 to 97 percent of leads that are in it for the long haul. In this installment of the Lead Series, we’ll discuss how to approach long-term leads, how often you should contact them and how to move them along the pipeline.
The Approach
Just because a lead isn’t ready to buy or sell within a few months’ time doesn’t mean it isn’t a quality lead. 90 percent of people looking for a home are searching online, and many of these prospects are doing their due diligence—checking out zip codes and homes months or even years in advance of their planned purchase date. That’s why it’s important to stay on top of these go-getter leads, no matter how long they set up camp in your pipeline.
First Contact
As we discussed in our “Nurturing Your Leads to a Shorter Sales Cycle” article, it’s important to make contact within five to seven minutes of receiving an online lead. Or, better yet, to contact them while they’re still on the computer house hunting! Even if the leads are two years out from actually buying or selling a home, contacting them within minutes of their filling out a lead form lets them know there is a seasoned, attentive real estate professional ready and willing to guide them through the process.
After you’ve established yourself with that first phone call as the helpful, patient agent capable of providing useful, timely information until the client is ready to take action, it’s time to place that lead into an automated, personalized drip campaign. Don’t be overzealous at first—coming on too strong can be a turn-off to both dates and leads. Instead, gently remind them you’re still there by sending monthly newsletters replete with available listings in the area they’re interested in, birthday emails and virtual holiday postcards. Also find and friend them on social media sites, then interact with them by liking and commenting on their posts. Set reminders to make follow-up calls every three to four months to ensure their timeframe is still the same. Apart from making contact via the phone and internet, follow-up that first call by reaching out to your lead. Send a small token of your appreciation for their business: a hand-written note, bouquet of flowers or seasonal gift basket will set you apart from other agents who rely solely on online interaction. A personal, immediate touch goes a long way.
If you stay ahead of your long-term leads in this manner, they’ll be more likely to contact you and only you as soon as it comes time to turn correspondence into action.
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