Persistence pays off for online lead conversion

June 29, 2016

We already know that today’s consumers are looking for information online. This means they expect to quickly find the information they’re looking for whether it’s on their laptop, smartphone, or tablet. Making sure that you’re available to connect with consumers online is critical to ensuring the growth and success of your business.

However, all real estate professionals can relate to the phenomenon among today’s consumers to submit an online lead form or information request and then be unresponsive to your attempts at follow up. While this can be frustrating, one of the most important things to remember is that when it comes to online leads, persistence pays off.

Contacting an online lead just once is one of the biggest mistakes that real estate professionals can make. In fact, the chances that you’ll make contact on the first call are slim. A study by found that the odds of making contact improve to 90% after six times. While six attempts at contact may seem like a lot of work, it can make a huge difference in your business.

Continuing to follow up with timely and relevant information will help to reduce call reluctance and improve response rates. Good opportunities for follow up include:

  • Immediately after a lead registers on your website
  • Immediately after a lead opens or clicks on your email
  • Any time a lead is actively using your website
  • Immediately after a lead sends a request (CMA, showing, listing info, or financing assistance)

In addition to patience and persistence, it's crucial to have an effective strategy in place for lead follow-up, including the best times of day to call leads, how to overcome initial objections, and the technology and tools that can help you streamline your processes. 

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