3 Tips to Better Convert Online Leads

Online leads are all the rage in real estate these days and while we believe in this method of lead gen, we always advise clients to only invest in online leads if you have a process to convert these leads. The money of a lead is always in the conversion, so the focus should be on higher quality, not higher quantity.

Here are 3 tips to better convert these prospects:

Be Quick to Communicate

With 98% of homebuyers starting their search online and another 54% of homebuyers finding their home online - we can no longer dispute the stats. The buyers are there but the biggest factor in converting online prospects is you speed to lead. How quickly you respond can not only drastically increase the likelihood of converting that lead, but it can demonstrate true value to the consumer about how much you value their business.

Bonus Tip: Ensure your leads route to a specific phone number and/or email address to up your responsiveness. Also try developing pre-written responses to reach out when you’re unavailable and buy you some time.

Be Smart About The Information You Provide

Consumers can access more information than ever online without ever contacting an agent. If you deliver everything on the first communication or worse, voicemail - you’re all but assuring that they have no reason to contact you back or discuss further. Answer questions, but remember to provide some reason for future communications.

Bonus Tip: Ask probing questions about what they might be interested and promise to deliver that. That will set the expectation that they will continue to be hearing from you.

Consistent, Valuable Communication

The key to online lead conversion is not all that different from converting any prospect. You must continue to communicate with them ultimately building a strong relationship through demonstrated value. This value is not a science. You must be willing to ask the right questions and deliver personalized content that matches their needs. It is not all about houses, but rather solving the problems they face.

Take Back Control

As we kick off June, it is hard to believe the year is already half over. For many, this is a time to celebrate the great success they have had during the first half of the year, while for others, it is time to readjust their focus and get serious about accomplishing some audacious goals. I like to approach June much like many people approach January - with a fresh set of eyes. I try to leave the setbacks of the previous few months in the past and focus on what I can do moving forward to set myself apart and achieve my goals. This is a great strategy to utilize if you're already on pace to crush your goals or if you need a little jolt. 

So, here are a few tips to make this your best summer ever:

1. Control your schedule. One of the biggest reasons people don't achieve their goals is because they don't manage their time effectively. When we all have the same amount of hours in a day, the question becomes - how is it that some people are so much more successful than others? Despite what you may think, this isn't because they have been given some distinct advantage. What high performing individuals in almost any field have in common is a firm grasp on how to effectively manage their time. Moreover, this has become a true passion of mine. If you feel frazzled or like your time is not being managed effectively, I suggest tracking your time using our Time Tracker. (Here are directions for how to use this tool.) From there, make small adjustments to be more effective. Of course, if you'd like to discuss how to utilize this tool or the results with us, simply give us a shout!

2. Double-down on your lead generation. Many agents assume that summer is a bad time to drum up your leads because people are taking trips, enjoying time with their families, etc., but this is actually a great time to reconnect with cold leads or to strike with hot leads. The downtime that many people take over the summer gives them the time to consider big life decisions such as buying or selling a home. While you're sitting on the sidelines, another agent may be reaching out and converting that client.

3. Love on your people. In the same way that summer can be a fantastic time to drum up new leads, it is also a great time to love on your database. As we mentioned, summer is commonly downtime for many so your email isn't getting overlooked or ignored and your call is much appreciated. Summer also offers some great opportunities for a pop-by item such as sparklers/glow sticks for the 4th of July or pool toys for a mid-summer trip to the pool.

4. Set up your fall/winter. If you've had a banner year so far, or even if you haven't - it is easy to be distracted by the warm summer air, the waves crashing, the lake trip, or even just having kids out of school. Summer is a time when we want to all take a break, and while I certainly encourage soaking up the sun with your loved ones, one of the most common mistakes people who don't hit their goals share is that they took their foot off the gas mid-year. Make sure that you not only focus on your business now but setting yourself up for the fall and winter when people fall back into the hustle and bustle of their day-to-day.

5. Don't let your past define you. June offers a perfect time to reflect on your wins and your setbacks from the year. I often describe it as a built in reset button. But there is nothing worse than looking back in December and thinking "I wish I would've continued to push ahead" or "I can't believe I didn't get it together." You have the ability to reset, readjust, and recalibrate. Do what needs to be done. Don't wait and rely on time to fix the problem. It isn't going to.

If you're crushing 2018, good for you. Really. But now is not the time to pull back. Not if you want to crush 2019 and beyond. You are constantly building for the future and pulling back threatens that. If you've fallen off track, it is time to pick yourself up, dust yourself off, and get back to work. As Winston Churchill put it, "Success is not final, failure is not fatal. It is the courage to continue that counts. Keep in mind, 2019 is only another six months away. You have an opportunity to do great things. Don't waste it. 

Love Is A Verb

Well, just like that, February is here. The month of love. Love is something we're pretty familiar with in real estate. Homes are often bought and sold during moments of falling in and out of love. And of course, there is the ever-popular sentiment of "I LOVE my clients."

Now, I'm not saying that you don't love or appreciate your clients. I actually believe that you genuinely do. All I'm asking is: do you make a an effort show that to your clients on a regular basis? This thought took me back to the John Mayer song, Love Is A Verb. You see, the act of love requires effort, presence, patience, and action. My guess is that you likely showed your appreciation through a lovely closing gift, but what are you consistently doing now to continue to show your clients you appreciate them? The transaction has finished, but have you fallen out of love? Closing gifts are great, but when you have a stack of branded swag in your office that you grab on your way to closing, it comes off as a generic token of obligation.  I mean, I can't recall the last time someone sold a house because of a knife set their agent gifted them at closing. Worse yet, what if things didn't go smoothly? Still thinking a knife set is a great idea? Instead, why not jump at the opportunity to leave someone with a smile? Take the time to come up with something personalized that show you value who they are and the opportunity to work with them. Sure, it will take more time and more thought, but haven't they earned that from you?

As I was scrolling my Instagram feed this week, I came across The Amy Curtis Group's post about their Vision Board Party. I instantly thought to myself, what a genuinely engaging way to show your appreciation for your clients and friends! And what better way to connect, I mean really connect with people than to explore their hopes and dreams together. The entire idea really got me thinking how lucky we are as agents to help people navigate, achieve, and live so many of those dreams. It is pretty powerful. Isn't it the least we can do to show them, love?

Showing appreciation is a constant process. And with any process, it requires mindfulness in order to continue to deliver. But, mindfulness is hard. Much like love, it requires time, patience, and effort. But it isn't impossible. This month, I challenge you to find little ways of letting your clients - past and present; your friends; and yes, even your loved ones know that they matter and you appreciate them. Maybe it is a quick text with something that made you think of them or maybe it is an email to reach out and check-in. Maybe it is even giving the gift of your time and enjoying their company. Regardless of how you choose to show your love, make sure you remember what John Mayer says....

“Love ain’t a crutch. It ain’t an excuse. No, you can’t get through love with just a pile of I-O-Us.””

— John Mayer, Love Is A Verb