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More Leads or Better Leads?

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Services for Real Estate Pros with Realty Executives

There seems to be two schools of thought when it comes to leads, more leads, or fewer but higher quality leads. Granted we all want more qualified leads, but the methods for capturing them make volume and quality mutually exclusive.

Real estate websites provide many opportunities for lead capture, from find my “dream home”, to “give me market data for my area,“ and of course the method that varies the most, the property search. This is where one can choose what school of thought they are a member of. A real estate professional can require a visitor to signup to see search results or property details. This results in many leads to be captured as the signup is a barrier to the consumers’ goal. Some visitors may choose to leave a site that has this hurdle at such an early stage and look for a site that provides the information with out a signup. However it has been proven that sign up first method results in a greater raw number of leads. The other option is more consumer friendly, it allows a consumer to search and look at listings with out any prompts to sign up. A signup is only required if consumer wants to save their search or would like more information on a property. The result is fewer leads, but they are relatively qualified and closer to making a decision.

Some real estate professionals might say they want a large volume of leads, as their direct contact may move them closer to a decision and a transaction. Others may say they are too busy to deal with a large volume of mostly dead end leads.

What are your thoughts and preferences on lead capture and type?

Ryan Shaughnessy
PREA Signature Realty - www.preasignaturerealty.com - Saint Louis, MO
Broker/Attorney - Your Lafayette Square Real Estate Partner

I use lead capture devices for search of general MLS.  However, to view my listings, I don't require sign up.  Similarly, I offer a ton of free forms and other resources.  However, for targeted issues, I require signups.

Oct 28, 2008 08:42 AM
Erik Hitzelberger
RE/MAX Alliance - Louisville REALTOR-Luxury Homes - Louisville, KY
Louisville - Middletown Real Estate

I tend to believe that if someone takes the time to fill out the lead generation form, they are at least somewhat serious.  At least with the capture system you have an opportunity to contact them. 

Oct 28, 2008 08:56 AM
Jennifer Lew
DocuSign, Inc. - Seattle, WA

Evan- it really comes down to the individual real estate agent's work style preference and current business conditions.  In slow times where new leads seem hard to come by, we'd value quantity.  True, we'd have to filter through the non-serious buyers, but even a lead who is not interested in buying immediately can be saved into your "check back in 6 months" folder.  Managing a deeper pipeline will present you with more business opportunities in the long run.    

Oct 28, 2008 12:29 PM