Whether you’ve been in the real estate industry for five, 10 or 30-plus years, there’s no doubt you’ve spent a lot of time thinking about how to convert more leads into listings. While staying consistent and persistent are two key factors in winning the lead conversion game, it’s just as important to have the right systems in place.
RISMedia’s latest ACE webinar, “Converting More Leads to Closings With Systems,” took a deep dive into this very topic, underscoring the significance systems play when it comes to building efficiencies within one’s business.
Sponsored by Homes.com and moderated by Cleve Gaddis, of Gaddis Partners, RE/MAX Center, the webinar featured Christine Browning, broker and CEO of The Christine Browning Group in Central Oregon; Jackie Egan, associate broker with Keller Williams Classic Realty in Minnesota; and Tim Rabara, sales manager at Homes.com.
“When it comes to successfully converting online leads, the No. 1 thing is to have a system in place in order to stay in front of the buyer,” said Rabara.
“Online leads weren’t something I heard much about back in 2009 - 2010,” said Browning, whose primary concern when she entered the business centered around what to do with the buyer leads she had amassed.
“I didn’t have a system or way to keep track of those buyers,” added Browning of her decision to utilize a CRM to not only track buyer leads, but to keep in touch and grow that side of her business.
Heading further down the path of improvement, Browning brought Workman Success System’s Lead Tracker Summary—a one-page tracking sheet—into the mix in 2017.
“The Lead Tracker Summary allows me to track which leads come from which sources, as well as what we’re closing per source, which has been instrumental in keeping leads from falling through the cracks.”
With total accountability at the center of it all, Browning and her team members can focus their attention on the follow-up.
“We keep it simple,” said Browning. “We can all get caught up in scripts, which are great, but reaching out to these people on a regular basis is our goal and our purpose.”
Whether it’s MLS information, county reports or a neighborhood CMA, Browning and her team stop at nothing short of overwhelming buyer leads with a plethora of information.
“Providing exceptional service will set you apart from the competition, which will go a long way toward promoting conversation, an important piece of the puzzle when it comes to converting online leads,” noted Browning.
“The days of writing a lead down on the back of a receipt and hanging onto it are long gone,” said Egan, who is committed to creating systems or workflows for each and every aspect of her day-to-day routine through both a CRM and an Agile Project Manager.
“You have to be organized and detailed, use a CRM, track and nurture leads and stay consistent and persistent,” added Egan, who noted that the workflows she’s incorporated into her business are entirely automated.
Once a lead comes in and the process is set in motion, a welcome video is sent before an agent reaches out to make contact within 15 minutes. From there, the lead is scrubbed and placed in various drip campaigns.
“As part of our initial conversation, we also send out a Google questionnaire or survey to help draw their attention and bring them in,” added Egan, who explained to attendees that there’s no such thing as a bad lead.
“People don’t understand that every lead is a good lead. You can’t just be looking for today’s business because if you do, you’re going to be missing out on amazing opportunities. You’re making a mistake if you expect every lead that comes in to be doing something today.”
While it’s important to treat all leads fairly and set your sights on a five percent or greater conversion rate, there’s no denying that systems can help you achieve success today and well into the future.
“At the end of the day, it all boils down to how fast you’re getting back to leads and whether the systems you have in place are efficient enough to be following up,” concluded Rabara.
Learn more from the webinar in the recording below: