It’s a brand new day and you just turned in a great listing. This listing is going to generate a lot of online leads, but do you know how to get the best results? Sometimes when an online opportunity comes in we call the client and they immediately schedule a showing. Other times we call and they never call us back.
We can easily become more effective at converting the online opportunities that do not respond with a little extra effort. We know that 95% of online leads are abandoned within 4 days; however 60% of these same leads end up buying a home in 12 months*.
Consider this scenario:
A young couple is at home watching HGTV and dreaming about owning their first home. After watching their favorite show, one of them decides to start looking at homes on Zillow. After inquiring on 7 dream homes, their phones and emails start blowing up. At this point, the couple is overwhelmed and they decide not to respond. As the next week goes by, all 7 of the agents stop calling.
Twelve months later, the couple has saved their down payment and are ready to start looking seriously. They go back online and inquire on more properties, their phones ring again and they have now found an agent.
What if you were one of the original agents to call 12 months ago? You have lost the sale to another agent. Now, what if you called, texted, and emailed that client multiple times in the first 30 days? What if you would have sent them an email with the home buyer’s guidebook? It may have had an outcome like this:
A week after the young couple were overwhelmed with agents calling, one agent continued to follow up. The young couple finally returned the persistent agents emails to say that they were not ready to buy for another year. The persistent agent let them know that they are here to help guide them through the process to buy, and there is no pressure to buy sooner. Over the next year the agent and the couple talked every month and the agent was always able to answer the couple’s questions. After a year the couple was ready to buy, so they confidently called their agent and found a great place to call home.
The best practice to following up and converting these clients looks like this:
These contacts should all be different and should be at different times each day. To get a better response make sure to include the property address in an email subject line, a question at the end of each text and email or relevant information (i.e. the home buyers guidebook).
If you are receiving a lot of leads, you will need a good Customer Relationship Management (CRM) program to help you manage this process. If you need assistance creating or setting up your CRM, please reach out to your eMarketing Coordinator or to Graham Braatz.
*Matthew Ferrara & Company Data Research