Make the Most of Your Online Leads

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Commentary by Margaret Kelly

The 2006 Realtor Technology Survey shows that the Internet is the third-highest lead generator for most Realtors (behind referrals and repeat business). It also tells us that only 21% of agents are satisfied with the quality of those leads, yet the majority spent less than $500 to build or maintain their Web sites last year.

With 60% of broker/owners and agents maintaining IDX capabilities on their sites, customers can search easily and efficiently for properties. It also means that leads are likely to reference a specific property. So how do you manage your online leads to get the most from their potential?

1. If your leads are coming from your Web site, ask for-but don't require-a phone number. People who fear intrusive sales pitches often provide bogus numbers. Instead, respect your potential customers by allowing them to choose their preferred method of contact.

2. Check your e-mail often and forward it to your cell phone or PDA when you're on the road. Try never to lose contact any longer than you would from your phone and voice mail.

3. Respond quickly. About half of Realtors who receive online leads respond in less than two hours-make sure you're one of them. A fast response demonstrates your quality of service and commitment.

4. Create templates. Since cultivating online leads takes time, prepare templates for first-time contacts. Identify frequently asked questions, such as inquiries about listings, requests about the value of a customer's home or information about your services. Customize these templates with the individual's name, address or neighborhood information. The most important thing is to directly answer the customer's question or concern, so be sure your template addresses the request before hitting the "Send" button.

5. Stay in touch. An online relationship with your customers is not dramatically different from any other relationship. Practice drip marketing. Send real estate information or packets, e-newsletters and updated listing data regularly. Respect the CAN-SPAM Act of 2003, however, and unsubscribe those who request it.

6. Use your contact-management system. Add your online customers to your database as you would any other referral. Although many of these leads won't warm up for nearly a year, they can pay off if you are consistent and available in the online world.

7. Track your leads. By doing this, you identify where your prospects come from. It is worth knowing how many of your online leads result in transactions so you can refine your lead-management system.

No matter how many or how few Internet leads you receive, ignoring them is not an option in today's world. I encourage you to investigate e-mail etiquette, lead-generation strategies and online lead-management tools so you can be as professional and effective online as you are in every other aspect of your business. RE

Margaret Kelly, CRB, is chief executive officer of RE/MAX International. She joined RE/MAX as a financial analyst in 1987.

Discussion Forum

Topic	Posts	Last Poster
Ethics	2	azdbroker
Ethics	1	Martina
Life Outside of Real Estate	13	Martina
NEED AGENTS / & REFERRALS	35	Besearcher
$7,500 First-Time Homebuyer Tax Credit Focus of New Postcard Series	1	ProspectsPLUS
$7,500 First-Time Homebuyer Tax Credit Focus of New Postcard Series	1	ProspectsPLUS
The Beautiful Pacific Northwest - REFERRALS!	1	shelbygifford
Northern Virginia and Washington DC Referrals Wanted	1	Besearcher
Property Management	3	yxvayns
NEED AGENTS/ & REFERALS	1	lane1515

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