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How to Work Real Estate Internet Leads Without Going Crazy
So you’ve finally found a way to generate real estate leads online?
Congratulations, you’re rich!
Of course, except for one small thing: closing your leads and generating sales.
Without a solid structure, all you’ll end up with is a lot of work and heartache. In fact, I’d say it’s best to avoid online leads all together unless you’re willing to invest the time up front to build a proper system.
What exactly do I mean by system? A good control system consists of three parts:
1. Customer Service/ Internet Speed Monitoring
Everything is faster on the Internet. Think about the last time you bought something online. Are you willing to wait even half an hour to get a response from an online store, or do you just move on until you get an immediate response?
Online customer service is a whole article, but here are the basics:
- Make it easy for them to contact you – post your phone number prominently and use an online form – no need to send your email address.
- Answer within 5 minutes – after 30 minutes you may not even bother.
- Always give something of value to every phone call / email / tweet / note on the stone thrown in the window, etc. This could be market news, useful links, feedback, etc.
2. Use a CRM System (even if it’s just an excel sheet).
37 signs, a very successful software company has a good saying: make a half-baked product, not a half-baked product. It’s the same with leads: it’s better to work half of your leads well, than to try to work on all leads and do a half-hearted job.
To do this well, you need to track your leads. If not, create an excel sheet with your profile, how/why you were found, and what you’ve sent so far. Don’t forget the most important part: prioritize your leads (I can’t argue with the tried and tested “A, B, C” system, but feel free to get creative if you need a little CRM flair).
My personal favorite for real estate CRM is Highrise, out of the 37 signs mentioned above (just Google “highrise, they’re #1). It’s free for up to 250 contacts, it’s easy to use, and it’s fun to play.” welcome to your email.
3. Give people what they want.
Ask yourself why they contacted you in the first place: what do they want? Imagine it, then create or find these resources and place them in a folder called “resources” on your computer. Examples: buyer’s guide, market statistics report, recent neighborhood sales, advice articles on debt collection, etc.
That way, every time you email a lead, you can include something useful, or link it to your email. It also gives you a great reason to call them, so you can ask for permission before sending them an attachment.
In fact, there is no way to get the same success rate with online leads as you do with referrals and personal connections – that’s the nature of the beast. But if done right, you can generate a lot of business without letting online traffic take over your life.
If you’ll excuse me, I have to go look up pet weight restrictions on condos for a random guide who just called… hey, I never said it was easy!
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