When it comes to lead conversions, every agent should be up to date with what’s working in today’s real estate industry — minus the fluff.
We did a lot of asking around on in order to find out the most effective tips to successfully convert internet leads and what we found out is pretty noteworthy:
It’s all about making your leads feel understood, not sold to.
There are lots of myths going around about this topic, but as Dale Archdekin, CEO of Smart Inside Sales reveals, the answer to getting those deals closed is straightforward: exceptional client service.
And if we think about it for a sec, it just makes sense. Real estate agents who understand their interaction with a lead is about the person they’re talking to (not themselves!), automatically make room for an authentic relationship to grow.
But it can be tempting to skip that step when you’ve never even seen the person face-to-face. So, are you coming up against a wall of resistance with your internet leads? Let’s take a look at the real reason they’re not biting, and what you can do to get unstuck.
Here’s why you suck at converting internet leads
The sad truth about new leads is that 45% never even get a response. Worse than that, most agents end up burning 80-90% of their paid leads, simply because they don’t follow up.
“If your lead follow-up is based on your memory, you’re going to lose,” says David Keesee, Head Coach and Founder of The League. As a 3rd generation real estate kid-turned sales coach, he’s witnessed firsthand just how much automation has changed the game.
The first thing you need to do is create a human connection with your leads. You need to somehow take that person who simply passed your website and connect with them offline, where the real stuff happens.
The best way to do it is to show responsiveness, a critical (yet often overlooked) concept in the real estate world.
Here are 3 tips for making sure you’re being responsive with internet leads:
- Engage with your leads quickly
- Show them you care (about who they are, how their world works and what’s important to them)
- Offer them immediate value by offering to meet with them face-to-face
That last point is important. Even if the chances your lead will book an appointment from that very first interaction are low (and they probably are), you still want to aim high. When you meet someone face-to-face, there’s that handshake — that friendly vibe that immediately creates a personal, relevant connection.
By making people feel it’s about them, you’re sending out the message there’s no pressure whatsoever — you just want to get to know them. Here are a few more practical tips to help you heat up those cold internet leads.
Practical tips to boost your internet lead conversions
Follow up consistently
There are no shortcuts in sales.
The more time you spend on a lead, the more likely they are to convert. Period.
Don’t fall into the rookie trap of thinking you’re being pushy. It can take anywhere from 6-8 follow-ups to close a lead and for a big ticket item like real estate, your leads may require even more time and support.
Never forget, one of your lead’s biggest needs is for you to simply be there when they’re ready. When people feel they can count on you, they begin to know, like and trust you. As soon as they’re ready, they’re not going to call anyone else.
Organize your leads based on the intel you got in that very first call, text or email. Are they going to be buying in a month? A year? Create an automated drip sequence based on their unique needs and buying timeline and schedule plenty of personal follow-ups in between.
One classic mistake agents make is jumping right to the sales pitch when leads aren’t anywhere near ready to buy.
You obviously want to sign as many contracts as possible but as we saw before, what you need first is a genuine human connection. No one wants to do business with a scripted robot (at least, not yet!). The way to get that real connection is by bringing their key motivators to light. What do they really want? A yard for their kids to play in? A 3-bedroom closer to the office? The ability to wake up every day in a place that makes them feel awesome about their life? What makes them excited to buy?
At the same time, you’ll find out whether you’re really a good fit or not. If a lead’s budget is $80k and you’re in luxury real estate, you’ll both be better off if you refer them to an agent in their market.
Don’t lean on your scripts
What are the limitations of scripts?
Well, we can tell you for a fact that repeating the same script over and over again won’t get you any further with lead conversion. First, you need to find out your lead’s dilemmas. What are their pain points and how can you help?
Before you pick up the phone to talk to them, have a game plan. Have your questions prepared and be ready to answer any questions they may have. Scripts can be incredibly helpful, but they should also be relevant and tailored to each lead. Always leave room for flexibility and be willing to go where the conversation takes you.
Try role-playing instead
If you’re wondering why it’s important to roleplay, the answer is easy: practice.
And science. It’s proven that role-playing helps with handling objections and in dealing with unexpected twists in the day-to-day of your business.
That’s important because, in the game of sales, things can change at lightning speed. But even in an age where the majority of our leads come in from online sources, the fact that they’re human people with human problems will always stay the same.