Online real estate leads aren’t like repeat clients or referrals. If you want to convert them with any level of success, you have to stop treating them like every other business opportunity.
Instead of taking a one-size-fits-all approach with every potential client, tailor your strategy to fall in line with each prospect’s needs to the best of your ability, which leads us to our first tip.
1. Determine the needs of online real estate leads quickly
The sooner you learn what an online lead’s real estate needs are, the sooner you’ll be able to help them. More importantly (at least at this point), you’ll be able to convince them that you’re someone who can help.
How do you find out what a complete stranger’s real estate needs are? It’s easy – just ask!
Asking a lead whether or not they’re looking to buy or sell a home in the near future outright may seem forward to some, but it saves both parties time and frustration in the long run.
2. Build relationships via digital communication
Most people are turned off by the hard-sell approach, especially when it’s done over the phone. Unless you’re eager to burn through all of your leads with minimal conversion, take it slow and conduct the bulk of your communication via text or email.
Here’s an important point to remember: this tip doesn’t apply to brand-new online leads.
3. Call new online real estate leads right away
In some instances, taking time to build digital relationships with leads doesn’t make sense. When a brand-new lead comes in, for instance, that prospect is eager for information and will seek it elsewhere if you can’t provide it quickly.
In fact, as discussed during this podcast interview with two of the industry’s top lead-conversion experts, failing to call a new lead within five minutes causes conversion chances to drop drastically.
If you’re unable to personally respond to new leads quickly, consider hiring an ISA to help manage your sales calls.
4 Allow leads to warm themselves with valuable content
The longer a prospect spends taking in content you create, the warmer they’ll be by the time you communicate with them directly. The problem with this is that getting and keeping people interested in your content isn’t easy.
In order to have any success warming leads with real estate content, it has to deliver one thing: value.
To create valuable content, start by thinking about what your prospects want. Do they want to know home values? Perhaps they want to know which home improvements translate to higher sale prices. Whatever it is, find a way to deliver it; that’s the key to creating valuable content.
5. Don’t forget to follow up with online real estate leads
Follow-up is one area nearly all agents can improve on. Many agents are inconsistent with their follow-up; others fail to follow up completely.
Regardless of where you fall on that spectrum, it’s safe to say that your follow-up could be better.
If the problem is that you don’t like to follow up with leads, get over it. If your system doesn’t support your follow-up attempts, it’s time to get a better CRM solution.
Take the Next Step with Online Real Estate Leads
Once you’ve sufficiently warmed up online real estate leads, you have to take the next step: appointment setting.
Setting appointments with prospects isn’t rocket science, and it doesn’t have to be a struggle. To make your efforts with appointment setting as easy and as fruitful as possible, learn how to overcome common objections.
Pat Hiban is the author of NYT best selling book “6 steps to 7 figures – A Real Estate Professional’s Guide to Building Wealth and Creating Your Destiny”, founder of Rebus University and the host of Pat Hiban Interviews Real Estate Rockstars an Agent to Agent Real Estate Radio Podcast with Hiban Digital in Baltimore, Maryland. Follow him on Facebook or Twitter.