Lead Conversion

Lead Conversion- Turning Emails into Conversations

Have you ever sold a home through email? If so, congratulations! (You may be a first.) If you are like the vast majority of agents and you haven't, then you already know that capturing a name and an email address from your website does not automatically put a deal in your pocket. You need to turn that email address into an actual conversation before you can work with him as a client.

Internet Leads VS Traditional Leads

Internet leads are NOT the same as your traditional leads. If you treat them the same, your success rate is not going to be as high as it could be. First you need to understand the fundamental differences between the people who respond to your marketing from online sources (search engines, pay per click, banner ads, etc.) versus your offline sources (newspapers, mailers, bench ads, etc).

The average internet lead when they come onto your site is 4.8 weeks away from contacting a realtor, according to NAR. The average traditional lead is 1.7 weeks away. This does NOT make traditional leads better than internet leads. They are just in a different place. So many agents make the mistake that assuming "Not right now" or "Just looking" means that the lead is unworkable.

70-80% of prospects BEGIN their search online. Because they are in the first stages, they are just starting to conduct their research into things like: what area they want to move to, how much house they can afford, what homes are currently selling for, etc. I think many of these prospects may actually feel guilty to talk to you at this stage when they are not quite ready because they realize they would be largely wasting your time. Over the next approximately 5 weeks, they will find these answers. If they have been using YOUR website on a regular basis to conduct their research, if YOU have been keeping in contact with them via email (their preferred method) and sending them useful and relevant information, and if you have not made them feel pushed or pressured, the odds are good that when that 5 week period is up, they would be more likely to contact you than one of your competitors. If you have done nothing during this period to keep your name and website in front of them, or if your website does not have the information they were looking for, odds are they have already found another website and another agent to work with.

Some other interesting statistics from NAR. On average, once you are working with an internet lead they generally close in about half the time as a traditional lead, they look at fewer houses and are far better educated on the area and the market, they often come to you prequalified, and they usually qualify for more money.

Followup Strategies

Cell Phone Alerts

You can set up the website to send a text message to your cell phone whenever somebody fills out a lead capture form. Login to your Marketing Control Center, click on "Personalize" and "Contact Info". In the "Cell Phone Alerts" box, type in the email address associated with your cell phone.

To view or download a list of common cell phone providers and their associated email addresses, click here.

Lead Conversion Products

Z57 has developed two different systems of email marketing to assist you.