I don't have a lot of experience with the purchase or sale of mortgage or real estate leads, but I can tell you in the insurance industry, insurance leads work (my present client is www.insuranceleads.com, a leader in the insurance leads industry, so I know from direct experience the fantasticness of using leads). But there's a catch to using any kind of leads (isn't there always a catch?). Here are the top 3 secrets (shhhhh) to using leads effectively:
1. MAINTAIN A SENSE OF URGENCY. "Exclusive leads" sound really cool, but the reality of the internet, referrals, social media and word of mouth make "exclusive leads" illusory. Whether they're supposedly exclusive or not, it is in your best interest to make contact QUICKLY! If you're the second, third or fourth to contact a lead, do you really think your chances of closing a deal are as good as if you're the first?
2. KNOW WHY YOU MATTER. This is often referred to as a USP (unique selling proposition). If you don't know what sets you apart from the competition, you'll never be able to impress your prospect. In a world where information and resources are within easy reach of your fingertips, you MUST (yes, in ALL CAPS: MUST) be better than average to do better than average. If you do something magical that everyone else does (or claims to do), you don't have a good USP. The most overused and underwhelming USP is "excellent customer service". Zzzzzzzzzzzz. Who doesn't say that (although not everyone who says it actually provides it).
3. ABC. Yes, it's dated advice, but ALWAYS BE CLOSING. Here's the updated twist to ABC: If you're focused on helping your customer make the best buying decision possible, then you will be focused on providing real value, explaining your products and services properly, listening intently and all those other good things you hear about from sales traininers. Guess what...all those things lead to the close. The close isn't necessarily to line your pocket with their money, but to help them make the right decision...and if you know you're the best, then closing is to HELP THEM, which in turn helps your bottom line.
Now go knock 'em dead. Try using leads (from a reputable company) but don't forget that leads are AN OPPORTUNITY, not a sale. You still need to bring your A-game to the leads and show them why they deserve to be your client/customer.
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