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Real Estate Marketing: What About Those Internet Leads?

By
Services for Real Estate Pros with Marte Cliff Copywriting

What do you do when you get a new Internet lead? Do you pick up the phone? Do you write a personal note? Do you send them an auto-response?

Back when I was an agent we got leads from the Real Estate Book. Each month they sent a list of the names and addresses of people from out of the area who had requested a copy of the book for our area.

Those same leads went to every agency that advertised in the book. Surprisingly, some of those people told me that I was the ONLY agent who contacted them. That's probably not the case now that agents use autoresponders - in those days we had to write and mail a letter. 

Your leads are probably not just YOUR leads.

I think it's safe to assume that many of the leads you get are also going to other agents. Even the ones that come directly from a capture form on your own website could be going to other agents, as customers surf from site to site.

Call those internet leads if they left a number

That means that your response needs to be better than what might be dozens of responses from other agents. And considering what I've gotten when I opted in to hear from agents, that shouldn't be too difficult.

Start with a "you-centered" message – never, ever, ever begin with a message that's all about you.

It sounds silly, but some agents send a message that sounds like "Hi, I'm the best real estate agent in the world. What can I sell you?"  I've even gotten follow-up messages from an agent who tells me that when I find the home I want, give him a call – he'll write the offer for me.

So – Your message needs to be an inquiry into how you can help. First answer any question they might have sent. Then ask what else they might like to know. Do they want a copy of your market report? Do they want to know about other homes similar to the one that caught their attention? Do they need to know about various neighborhoods, school districts, or major employers in your area?

Or – are they a potential listing client? They might want your market report plus information on homes for sale or sold in their own neighborhood. They might also want to know about your marketing systems.

If your lead has left a phone number, all the better. But before you call, create your own list of questions to ask. Then keep the answers, so you'll be able to refer back to them the next time you talk. They'll be impressed that you "remembered" the little details they shared.

 

And of course – remember to follow up! Dropped leads are as good as no leads at all. 

Comments(9)

Terri Woods
Benton, Linn and Douglas Counties - Days Creek, OR
Selling Homes and Land in Oregon

Hi Marte - You are right. They are really not our clients until WE get them to be our clients. Thanks for the reminder. Happy Friday!

Nov 01, 2013 05:39 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Terri - Yes, you have to give them a reason to be "yours."

Nov 01, 2013 07:27 AM
Women of Westchester Working Together
Women of Westchester Working Together - West Harrison, NY
Women helping Women get ahead

Great advice, Marte.  Yes, offering to help will receive a much better response.  - Debbie

Nov 01, 2013 08:35 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Debbie - You're an expert at this - offering to give instead of asking to take is always the best approach. 

Nov 01, 2013 09:14 AM
Marge Piwowarski
Phoenix AZ Horse Property - Phoenix, AZ
Phoenix AZ Horse Property, LLC

Marte, you never lose sight of the personal touches that make business relationships successful.  Never.

Nov 01, 2013 09:59 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Marge - Absolutely - people want a personal touch. 

Nov 01, 2013 12:39 PM
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-739-3843

Marte, no auto-responder--I guess that's a GOOD thing! I get many phone calls, and e-mails, too. I always thank them for their inquiry and then if it's a rather general question ("I would like to more about Fishhawk Lake", for instance), I will ask them questions that are who, what where why when stuff. I am NOT going to just blather on.

People who talk a lot about themselves whether in an e-mail or in person put me off, and I'm pretty sure it does to others, in any kind of field/career.

Besides, you don't learn from TALKING, you learn from listening.

Nov 02, 2013 12:36 PM
Alyson Engelbrecht
Bellevue, WA

I think that 'dropped leads" might be argued as worse than NO leads - with no leads, you haven't paid for anything yet.  When you drop a lead you've just cut money out of your marketing budget for no good reason.

Feb 10, 2014 04:03 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Gayle - How did I miss your comment back in November? You are so right - you learn from listening.

Alyson - That's true. It's not a whole lot different from going to the grocery store, buying a big bag of goodies, then throwing them out the car window on the way home.

Feb 10, 2014 04:36 AM