In Part 1, Turning an Internet Lead Into a Buyer: Part 1, I raised the issue of what in the world to do with Internet leads once you got them. How do you turn them into buyers?
I proposed that a recent experience I had with moving companies as in Internet lead for moving might be similar. For a short while, I became an Internet lead. I noticed how I reacted to the responses I got and how the companies followed up with me. Can I learn from that? I think so. In this series of blogs, I share what I learned.
The subject of this blog is "What is an Internet Lead?"
Consumers who are potential leads go to the Internet looking for information related to buying or selling homes. It doesn't matter what kind of information they ask for. They just want information, and the fact that they want information tells us that they are in some stage of contemplating buying or selling a home.
Web sites that capture leads and send them to agents have various criteria for what consumer actions generate a lead. Sometimes the consumer just asks for information that is already on the web site, for example, property details. But, sometimes they ask for information that is NOT already on the web site. It makes a big difference which type of information they ask for.
If the information they want is already on the web site (for example, property details) and they have to put in personal information to get it, they are NOT a lead. They might be a glimmer of hope, but they aren't a lead. It's only if they request information that is not already on the web site that I would call them a lead. These consumers take an action that they KNOW if going to result in responses from real estate people, they expect the response, they might even WANT it.
That's a lead.
The first lesson in Internet leads is this: Unless they ask for information that is NOT already on the web site and EXPECT a response from someone, they are NOT A LEAD.
That doesn't mean you shouldn't respond to a "glimmer." Send them an email with an offer, any kind of offer related to real estate. Maybe they will respond to that and ask for more information. Then they meet the criteria for a lead: They asked you for something.
If they ARE a lead, give them the information they asked for. Give it to them promptly, but you don't have to trip over yourself getting to the computer or the phone. A few hours is OK. And only give them what they asked for. Please avoid the temptation to tell them how great you are or suggest they go look at houses, unless that is what they asked for.
Next time, I'll discuss what your response should include.
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