Three Steps To Converting Real Estate Leads
There are two types of real estate agents and brokers, the ones that believe in the capabilites of online marketing and those that simply do not. Agents that have expended the time necessary to see the results of online marketing absolutely swear by it. The rest that do not believe in the abilities of online marketing have yet to try it correctly. The truth is that online generated real estate leads can result in closing real estate transactions, however not all firms and agents know or spend the time to generate qualified leads.
What differentiates successful and those less than successful agents and brokers? Lets start by overviewing the steps to closing an online lead.
Three Steps to Closing an Online Lead: 1. Search engine marketing (SEM) 2. Lead generation 3. The Close. Those who dont follow the three steps correctly usually waste time and money in their pursuit of online leads as they are not able to produce a sufficient lead base.
Step One Search Engine Marketing: Simply signing up for Google Adwords or Yahoo Search Marketing does not qualify as effective online marketing. In this very same market there exhist large companies that specialize in generating real estate leads with a sophisticated lead capturing process integrated with web analytics tools. The " I can do it myself and safe money" to try competing against large marketing firms is frankly NOT a smart idea.
Uderstanding how to target a potential home buyer or seller through SEM is crucial. Often, agents contact real estate leads that are not quite ready to purchase nor are sure of where to wish to buy. For example, a consumer that would make a broad search for homes typing in keywords at a county level would qualify at the inital stages of the buying process. Whereas, a real estate consumer searching a specific city or neighborhood would be categorized at a much more developed level. It is impearative to acknowledge and identify where your customer falls in the buying process.
Phase Two Lead Generation: Now that you are targeting the right prospects, let’s deliver relevant results. When a prospect is redirected from a search engine to your webpage they want to find what they are searching for right away. At this point is good to apply the concept of “Don’t make me think”. The more p``ages they have to go through the less leads you will generate. The solution is to deliver relevant results on the first page the prospect views after leaving the search engine. For example, if a prospect searched in Google “Las Vegas High Rise Condos” the first page should be relevant to Las Vegas high rise condos, not your home page
Phase Three Closing A Lead: Most agents after generating a real estate lead they put leads on a drip campaign and forget about it. All leads are not equal since all leads are not equal and not is the same buying cycle time frame. A lead should be treated accordingly to the time frame and needs of the potential client. Some of the information most real estate consumers find useful are neighborhood statistics, personalized account for MLS search and school information. Every agent should have a system to incubate leads where users can find all the information needed during a buying cycle. Visit RealtorExposure.com to learn more about our lead generation programs