From Soci@l the Book: The Ten Days of Pain Internet Lead Conversion Method

Real Estate Agent with Owner of ActiveRain Inc.

Agents that are successful at converting Internet leads follow a systematic plan, over an extended period of time. Only then will you be able to harvest the true fruits of your labor. Sadly a lot of real estate agents give up on Internet leads after only making one or two attempts to connect with them. With Internet leads your speed of response is key. In our experience, if you can combine speed of response with consistent contact over a two week time period, your odds of converting a lead to an appointment increase exponentially.

The 2008 NAR Profile of buyers and sellers states that of those who purchased a home last year the average buyer only searched for two weeks on their own prior to contacting a real estate agent. This was the underlining reason why we created our ten-day Internet lead conversion process. This program is a super aggressive system that focuses on making contact during that statistical 14-day window of opportunity.

We named this program “10 Days of Pain” because it is as painful for the consumer to receive as it is for the real estate agents to complete. The “10 Days of Pain” conversion program is a proven system and I’ll share it with you in detail in the coming pages. Your success using it hinges on your commitment to follow the program through to the end.

For a complete copy of the Ten Days of Pain Lead Conversion Method including sample emails and scripts and dialogues check out our new book Soci@l -

For current facts and information about social media and our new project visit our fanpage @

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Sybil Campbell
Fernandina Beach, FL
Referral Agent Amelia Island Florida

Thank you Ben for all of this information about converting internet leads.  I need a good program.

Dec 16, 2009 12:12 AM
Ray Mikus
Green Light Real Estate - Montpelier, VT
Green Means Go!

I'll check it out.  What can it hurt.  Oh...wait, there's "Pain" right in the title...

Dec 16, 2009 01:01 AM
Paul McFadden
Responsive Pest Control - Seattle, WA
Pest Control, Seattle, WA.

Ben: Congratulations on the publishing of your new book. I too was at Rain Camp in Seattle and was impressed with your plan and follow through. I wish you well!

Dec 16, 2009 02:40 AM
Sasha Dear
Sasha Dear Real Estate Brokerage - Bracebridge, ON

Thankyou for sharing....any information is valuable if executed!

Dec 16, 2009 02:49 AM
Shana Haugen
Century 21 - Gold Key - Fargo, ND

You are so right - it is time to get in gear and set up a follow through plan. 

Dec 16, 2009 03:20 AM
William James Walton Sr.
WEICHERT, REALTORS® - Briotti Group - Waterbury, CT
Greater Waterbury Real Estate

I'm curious to know what happens after the 10 day/2 week window. After making the initial repsonse to an internet lead, how much contact should one make, and by what means (e-mail? phone, if provided?)? I suppose the answers are to be found in your book, so I'd better write that review of Shift fast ;-)

Dec 16, 2009 03:25 AM
Kirsten Lindquist
Pacific Union International - Sonoma, CA
Realtor - Sonoma Wine Country

Can you show data on the conversion rate that results from following your plan?  Might entice me to buy your book!

Dec 16, 2009 03:45 AM
Missy Caulk
Missy Caulk TEAM - Ann Arbor, MI
Savvy Realtor - Ann Arbor Real Estate

Hi Ben, your oldest leads can be your best leads, for instance someone is on the site for awhile, not ready.

Then they go away.

6 months later they log on again....something changed...time for another phone call.

Yes phone call...NOT email.

Dec 16, 2009 04:29 AM
Dianne Bartlett
Brightside Realty, LLC - Austin, TX

Ben:  This is great.  Thank you for sharing.  I'm great at speed of response - lousy with the follow-up.  Actually the idea of 10 days of pain sounds perfectly doable.  I appreciate the tip and look forward to your future posts.

Dec 16, 2009 06:34 AM
Ben Kinney
Owner of ActiveRain Inc. - Seattle, WA

Thanks for all the positive comments and great questions.  I will try my best to respond to all of them.

Responses to my AR friends

1.  Old leads are still good leads as Missy pointed out.  Many of our closings are from leads that were generated months or years ago.  This plan is designed to determine the length of time before a buyer is wanting to purchase, set an appointment with the buyer, and gather additional contact information about that lead.  We designed this plan to sift through leads and locate the here and now buyers. 

2. Michael - I had the same problem of having a large amount of old leads that were not engaging with me.  Although I am not a fan of autoresponders or canned emails I am a super fan of BINS (Buyer Instant Notification System) that automatically email leads each day with a list of matching properties.  I would take every lead that I had and enter them into a quality BINS system and start sending them listings.  Especially if you haven't been communicating for a while.  Then monitor which ones are coming back to look at homes and work them the hardest.

3. Lots of good questions about my conversion ratios.  This system was designed for my personal business the Home4investment Team and I can only vouch for my team and a few other mega agent teams that I have shared this plan with. 

All of us have had significant increases in the amount of appointments generated by following this plan.  I could not off the top of my head quote actual ratios other than to say after 4 years being a real estate agent my team will close around a 160 properties this year.  Half of which are buyer leads.

Hope this all helps.  I am very excited to share anything that I know with this community.  Don't hesistate to ask.  I understand that my tactics are not for everyone and I respect both sides of the fence. 


Ben Kinney

Dec 16, 2009 08:02 AM
Emily Lowe
RE/MAX Homes and Estates, Lipman Group - Nashville, TN
Nashville TN Realtor

Okay Ben, I'll check it out! 

Dec 16, 2009 08:39 AM
Gary Woltal
Keller Williams Realty - Flower Mound, TX
Assoc. Broker Realtor SFR Dallas Ft. Worth

Ben, great thoughts. Like anything effective, it does come down to having a "system."

Dec 16, 2009 11:56 AM
Dan Haggerty

Ben you always have Great items to share thank you so much for all you do and Make 2010 even Better!

Dec 16, 2009 11:05 PM
Sherry Chastain
Hendersonville, Nashville, Old Hickory, Lebanon Tennessee - Hendersonville, TN
Realtor, Selling Homes, Lake Properties,Luxury Homes,Short Sales

All it takes is a system! I've got to get a few in place by 2010. Convert those leads.

Dec 17, 2009 08:46 AM
Mary Jo Quay - Minneapolis, MN
I Move You Home

Instant response is good if there is any content.  Automatic, "I'm not in the office...."drops the ball. It is hard to know when they want to be left alone, and when to be there.  There are new rules of engagement, and any information helps.

Dec 17, 2009 12:41 PM
Jeff Link
Asheville, NC
"Your Asheville Real Estate Link"

I am constantly arguing with an agent about the internet. So bring on the pain, for the other agents that are ignoring the web and available services to market ones self with.

Dec 17, 2009 04:00 PM
David Whitehead
RE/MAX Pace Realty - Crown Point, IN

Is there a way to get the social book without buying SHIFT? I already have two copies of Shift!!!

Dec 18, 2009 06:49 AM
Jeff Link
Asheville, NC
"Your Asheville Real Estate Link"

David, get a third Shift book just for the three audio books. I have been wanting to buy 'The Millionaire Real Estate Agent' in audio. That sells for 50 dollars. I can now get it for 20 along with 'The Millionaire Real Estate Investor.' What a deal!

Dec 22, 2009 02:53 AM
Lisa Hammerstein
Christie's International Real Estate - River Vale, NJ
Pascack Valley NJ Real Estate - Bergen County

Hey Ben,

Enjoyed chatting on FB the other evening and am really looking forward to getting Social and Shift!



Feb 01, 2010 01:14 AM
Phil Byers

Hey Ben! Thanks for the tremendous breakout sessions at KW Family Reunion! I learned a ton and am looking forward to SEO'ing and SocialMedia'ing the heck out of my business!

Feb 24, 2010 09:42 AM