How to maximise real estate lead conversions (without selling your soul)

Dave Lawrence
4 min read

Tom Ferry says it best, ‘All the money is in lead conversions’. There are thousands of ways to generate, capture and convert leads. But if you’re still letting too many leads fall through the cracks, it’s your lead conversion system that’s failing you.

Every single lead that comes in should be treated with top-notch service. But when we focus on hard selling all our leads, or on converting only on the leads that are hot — we miss a ton of opportunities to close deals.

Here are a few simple fundamentals to help you convert more real estate leads in less time.

Follow up quickly (and consistently!)

Not too long ago, the number one rule of lead conversion was to follow up fast.

A 2009 study by researchers at MIT found that the best time to call a lead is within 5 minutes of the lead viewing your website (now that’s fast!).

With most of your competitors taking their sweet time to reach out to leads, you can definitely get an edge by following up with leads as quickly as possible, by using the power of a CRM. But in the new game of real estate, longevity matters just as much. Today’s homebuyers and sellers have more options than ever before. If you want to be the agent of choice, you need to not only follow up quickly, you need to follow up consistently.

These days, it takes an average of eight touches to close a sale, and buying a home isn’t a decision your leads are going to make overnight. Use automated texts and emails to send an immediate message to every lead letting them know you’ll be in touch soon with more information.

Then, make sure you follow up. Be the one who actively and consistently delivers value-driven content, and you’ll be the first person your leads think of when they’re ready to make a move.

 image: Scoopnest image: Scoopnest

Make it human

In today’s world of texting, emailing, and online everything — a lack of genuine human connection could be the one thing keeping you from closing more deals. In fact, some say loneliness is the next great epidemic.

As a real estate agent, you’re hard-wired to serve the people of your community. Video is a great way to add a personal spin to your digital marketing efforts by putting a real human face to your content. Rockstar agents like Barry Jenkins (leader of the number two Better Homes and Gardens Real Estate Team in the US), use video not only for lead follow up, but even when onboarding new agents to their teams.

According to Barry, smart automation is what gives his team the ability to scale and leverage. ‘We have the automation, but what really matters is that we’re able to wait and apply it relevantly,’ he says.

Tools like BombBomb can easily integrate with your CRM, making it a breeze to go the extra mile and let your leads really see you. But remember, a relevant, human touch is what makes all this ‘tech stuff’ effective. Always take the time to make sure you’re delivering something of value.

Make it easy

269 billion emails are sent every day. To say that your leads are overwhelmed with info is a MASSIVE understatement. When asking for an appointment, make it as easy as possible. No one has time to enter into a back-and-forth dialogue about who is and isn’t available Wednesday afternoon. Cut to the chase, already!

If your CRM offers an option to automatically book an appointment in your calendar, USE it. And if not, tools like Calendly make it dead easy to get in the door with your leads.

Send an automated reminder email so your leads never miss an appointment.

Always remind leads of your value

If you’ve committed to following up quickly, consistently, and making the process as easy and value-driven as possible for your leads, congrats! You’re doing it better than the vast majority of agents out there.

But there’s one more crucial area where many agents fail to convert: Demonstrating your value.

If you know you’re the best person to help your leads, you owe it to them to make sure they know it, too. After all, if you don’t get their business, someone else will. Whether it’s adding a logo for an award you won, a link to your ratings, or a couple of killer testimonials — your leads need to be constantly reminded of why YOU are the agent to work with.

You can walk 10 kilometres barefoot in the snow for your leads but if they don’t clearly understand what it is you offer that no other agent can, they could still jump ship for the agent next door. Never be shy about your value. Claim it, own it and most importantly — SAY it.

If you’re the right agent for the job, your leads with thank you for it.

For more ways to improve your lead conversion strategy check out this three-step lead conversion guides, five rules for following up leads and how to convert baby boomer leads.

Disclaimer: The information provided is a general guide only. Homely has no association or interest in any of the companies or their affiliates mentioned above.

Dave Lawrence
Dave Lawrence is the Head of Growth at Follow Up Boss, a CRM for real estate teams. In his role he spends his time ‘under the hood’ of many of the top performing real estate sales teams, helping them leverage technology and process to become more effective at delivering value and service to their clients.

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