Opportunity Knocks with Every New Lead
Before the days of the internet driving many of today’s real estate searches, a phone call was a normal and expected means of communication. My, oh my, how times have changed. Nowadays, consumers have jumped online and found comfort in the cloak of online anonymity that the internet has to offer. And what does that mean? It means email has taken the reins of communication and replaced the older methods of reaching out, and nowadays, a phone call can seem more like a novelty. So how do you entice online consumers to remove their cozy, warm cloak of anonymity?
Well, here are some of my thoughts…
First, be serviceable. Internet consumers are on the hunt for information, so provide just that. According to NAR, 65% of buyers use the first agent they contact to assist with their purchase (and they spend about 1 day interviewing), so using a hard-sell approach in your initial contact could hurt your chances. Offer your services and give them information they are looking for – Be their Google! Don’t give them a reason to go back to their search engine the next day.
Second, be quick to respond. I hate waiting, and I bet I’m not alone there. In a NAR survey, 94% of buyers indicated responsiveness as “very important”, second only to honesty & integrity. The longer your leads have to wait to hear back from you, the more likely they are to continue their search elsewhere. We all like instant gratification, and online leads are no exception.
Lastly, match their intensity. If a lead didn’t leave a phone number, then email them. If they did, then text or call them, and ask how they prefer to communicate. This not only establishes their comfort level, but also demonstrates your consideration of them and their preferences. Much like myself, there are lots of people out there who are simply not “phone people”, so getting them on the phone could be challenging, no matter how good you are.
Online consumers face a myriad of challenges, and among them are finding a reliable and trustworthy agent. Don’t look at leads without a phone number as a bad thing, but more as an opportunity to prove yourself and gain their trust, and then you can get the digits. What do you think? How do you approach new leads?