The largest mistake I see in lead conversion is the lack of phone call follow up to Internet leads. Most of the Agents and Brokers I train have very little understanding of what to do with an Internet lead. The most common response I see is an email saying, “Thank you for using my site, if there is anything I can do to help, please let me know.” That’s pretty much their entire lead conversion program. Most Agents are afraid to pick up the phone and are losing out on thousands and thousands of dollars in commissions. It’s not rocket science!
I’ve never really understood the fear in making calls. What is the worst case scenario that can happen? Someone might tell you they are not interested. Someone else might hang up the phone on you. Does it really matter? For those who follow my lead conversion systems, each call is a warm call. After all, they registered on your site and gave you a good phone number. That’s usually a good indication that they would like a call. Still, most agents will not call their leads. The problem is, if you are not calling, then another Agent most likely is calling. Look at it this way. If you just send listings and never talk to the customer, how do you expect to build a relationship. Most Agents think of a lead buying months from now as very far away and having no value. True lead conversion people like myself look at a lead buying in a year and realize this will give us a great 12 month opportunity to build a relationship. That must be the mindset in building your Internet program and phone call follow up program.
Your phone call follow up should be designed around the buyers buying time frame. For instance, we call our leads, after the initial call, after the first week and then once every two months until they get to 6 months. Then they go into our 6 month call back of once every 6 weeks until 3 months. Then they go into our 3 months and so on. It’s a system. The better your call back system goes, the more sales you get!
Now start calling your leads!!!