Lead management is as critical as lead generation to the success of real estate practitioners’ systems, says Amy Chorew, vice president of platform development for Better Homes & Gardens Real Estate. Here are four ways they can improve those systems:
1. They need to cultivate existing leads, regardless of when the consumer plans to purchase, to ensure that they remain top-of-mind.
2. Practitioners might believe that electronic automated response is a sufficient alternative to answering the phone, but it would be a mistake to underestimate the importance of human interaction in building relationships. This means they need to add phone calls to their strategy, along with e-mail, direct mail, and social media campaigns.
3. Some real estate pros believe most leads are junk, but they simply are not taking enough time to understand a prospect’s buying and selling habits. They should realize that half of online leads can take a year or two to convert into clients.
4. Practitioners must recognize that they may not automatically know how to convert online leads. They must be trained on how to immediately qualify or disqualify a lead, nurture and convert a lead, properly position calls to action, create solid marketing campaigns, and manage expectations on conversion rates.