Real estate web leads require more, and different work, than a traditional referral, phone call or walk-in lead.
The earlier you realize and accept this the quicker you will become successful at converting your real estate web leads into actual clients.
In this article I’m going to share some quick tips for converting real estate web leads at a higher rate than you ever have before.
Facts About Real Estate Web Leads
To convert web leads it’s important to understand the nature of them. Here are some facts about real estate web leads that will help you understand them better for more effective lead management.
The majority of real estate web leads…
Are buyers. Unless you’re specifically targeting and attracting sellers to your website, then expect the leads that you collect to be buyers primarily.
Want to search and see properties. They don’t care about you – at least not yet. They want to search, see and save properties and searches.
Do not want to be called (yet). Since most web leads are buyers they are usually still in the initial research phase of their search. They’re not ready to speak with an agent just yet.
Need a lot of nurturing. Once you get a new web lead you need to expect and plan to nurture that lead for at least a month before they’re willing to work with you.
How to Convert Real Estate Web Leads
The facts above should force you to adjust your lead management process. Try some of these quick tips in that adjustment process to increase your web lead to client conversion rate.
Respond quickly. The longer you wait to respond to a newly received web lead the less likely you are to make contact with that person. Utilize push notifications and a mobile real estate CRM to help you make contact with your leads as soon as you get them.
Personalize your messaging. When you do call and email your web leads make them feel like they’re going to get a white glove service. One simple way to do this is to personalize every message you communicate to them. You don’t want a auto-response template being the first experience that your leads have. Take some time to personally craft each message to each lead.
Provide value, frequently. Don’t just contact your leads and ask if they need help finding or selling a home. Send them useful information relevant to their needs that will help them get closer to a decision on their own. Make them feel like the information they get from you is unattainable, highly valued and only good enough for their eyes.
Be different. Remember that your web leads probably visited and signed up on other real estate websites before and after yours. If your website and your lead follow up process doesn’t leave a positive, lasting impression on them, then it’s going to be difficult to convert them. Do and say something unique and memorable that will make it hard to be forgotten.
Be patient, but persistent. It takes time, sometimes up to a year, to close a web lead. You have to be patient, but also persistent if you want to pull your web leads through the sales cycle. If you give up too soon or let big gaps of time pass without any interaction, then you will lose that lead to another agent.
The Right Tools Can Help
You’ve got the facts. You’ve got some tips. Now you need to make sure you’ve got the right tools.
Real estate lead management is much easier when you’re equipped with the tools that allow you to focus on what you do best. If you’re not sure which tools are best for your team, then drop us a question in the comments below.