My good friend and "Realtor Extraordinaire" Craig Rutman of Cary, NC (Raleigh area),
wrote this fantastic post on Internet Lead Generation...
It just needed to be re-blogged....ENJOY!
Toula N. Rosebrock (of Diane Turton, Realtors) - Broker / Sales Associate - Specializing in all of Ocean County - Lacey Township Real Estate, Forked River / Lanoka Harbor
Unique Name ... Unique Agent ... Unique Service!
Waterfront Properties, Single Family Homes, Multi Family Homes, Condos, Townhomes, Adult Communities, Vacant Land, Commercial Properties, 1031 Exchanges
Back in the good old days, when Real Estate was booming, it seemed that upstart internet lead generation companies were sprouting up everywhere you turned. My phone would constantly ring with another solicitation to sell me "guaranteed leads" of "pre-screened", buyers and sellers ready to make a purchase or sell their home. These companies were looking to "partner up" with only one agent in my area, but I would have to act fast because they had to fill that area TODAY!
Well, I bit on one of them and forked over the start up fee. Of all the names I was provided only one of them ever turned into a client. They eventually made a purchase, so the monies I had spent on this lead generation company turned out to be a wash.
These days, I will not pay for leads, but I have partnered up with a company that only charges for leads that actually close, and I have closed some. I'm also in the process of partnering up with a company that will market me in my area and any leads that come my way AND close, I'll pay a referral fee. In both scenarios, there is no upfront money, just easy on the pocket referral fees paid upon closing.
How do I get an Internet lead to the closing table? First off, I strongly suggest reading Gary Keller's book "Millionaire Real Estate Agent". There are some very good points and systems made in the book that I've incorporated into my business. Buy a copy. Borrow a copy. Steal a copy. Whatever you do, just read it. It WILL help you.
OK, with that little plug out of the way, here's what I do:
1. Depending on what contact information is provided, that's how I make initial contact with these leads. If it's just an email address, they get emailed right away. Usually within 2 hours. People want instant gratification and I try to provide that to them. If I don't, they're off to the next person who will.
2. If they also included a phone number, they're called that day. I know that when I speak to a person rather than email them, I become much more approachable as I break down apprehensions and the "fear" of working with a Realtor. I can also cut to the chase much quicker in finding out how serious they are, what it is they're looking for, and what they can expect from me.
3. I always follow that phone call up with an email that includes links to things that I've discovered are important to the lead.
Whether it's a link to the schools, hospitals or shopping in the area, they asked for it and I'm going to make sure I provide it.
4. All my emails always include links to varying locations on MY web site. I want them on there. I want them signing up to receive updates on new listings and I want them asking questions. Which leads me to #5 on my hit list of plenty!
5. In both my emails and phone conversations I ask open ended questions. Questions that require more than yes or no answers. I want to engage these folks. I often remind them that they need to ask questions so I can discover what's important to them so I can better serve their needs.
6. I constantly ask for referrals. Many of these internet leads never pan out. Some are just satisfying a curiosity about an area they've heard so much about. But all of them know someone who may need my service at some point...and I ask for the business.
Make contact ASAP. Right away if possible.
Call, rather than email for your initial contact.
Follow up in writing.
Provide things that are of value to them and get them onto your web site. When thy have questions they'll ask you if those questions were generated as a result of being on your web site.
Engage them by asking open ended questions.
Ask for the business.
While I know there is probably nothing earth shattering or ground breaking here, it seems to work for me and, hopefully, if nothing else, you can pick up something/ anything from this post that you can incorporate into your lead conversion routine.
For other methods of converting internet leads, be sure to check out giftofshift.com/activerain where you can purchase a limited edition hardcover of Gary Keller's book SHIFT, which comes with a free version of the eBook Soci@l: Attract Friends, Followers and Connections to Your Business, written by Ben Kinney and Jay Papasan (in which Ben shares his 'ten days of pain' lead conversion method) as well as free audio versions of Millionaire Real Estate Agent and Millionaire Real Estate Investor all for $19.99.
About The Author
Craig Rutman is a North Carolina Residential Real Estate Specialist that can assist you with the purchase and/or sale of real estate in the Raleigh - Cary – Apex metro areas; or any place else in the country by connecting you with a relocation professional in your destination of choice.
To find all available homes for sale in the Triangle area of North Carolina, please visit www.justnchomes.com Call me TODAY at 919-349-9530 Email me with your Raleigh - Cary – Apex area questions