Between closings, showing appointments, and the hundreds of leads registering on your website at different points of the buying process it can be difficult to determine where to spend your time and energy.
Every interaction a consumer has with your website, your IDX, and your content is an opportunity.
It’s an opportunity to engage with that consumer in a conversation about buying or selling real estate.
The thing is, not everyone is going to buy right there on the spot.
So what I see happen in most cases is, if a lead isn’t ready to buy, an agent gives up and calls it a dead lead.
They’ll say “The lead is no good” and then they’ll trash it in their CRM.
Here are some of the “buy signs” you should look for when managing your leads online …
A lead is calculating mortgage payments
When a lead starts to calculate mortgage payments on your website that’s a clear sign that they’re trying to determine how much house they can afford.
Here’s what I recommend doing …
Look at the properties that they have viewed so far. Determine the price range of the homes that they have been viewing. For example, they might be looking at 2 bed, 2 bath homes in a specific community for $350,000.
Armed with that knowledge you now have some useful information to engage them in a conversation about buying real estate in that area. Give them a call and send them an email. Your conversation could go something like this …
I see that you’ve been looking at 2 bed, 2 bath homes in [insert community name] for under $350,000. Have you already been pre-approved for that amount or can I connect you with a lender to start the pre-approval process?
I see that you’ve been looking at 2 bed, 2 bath homes in [insert community name] for under $350,000. Here are a couple of listings that match what you’re looking for that you might have missed.
[Insert link to view listing #1].
[Insert link to view listing #2].
Would you like to schedule an appointment to view either of these two properties?
A lead is logging in daily to look at homes
Let’s say a lead registered on your website 120 days ago. Initially, they registered, looked at a few homes, then never came back to the site. But recently they have started to log in and look at homes daily and even have daily listing alerts setup and they’re favoriting properties.
Just because they weren’t looking to buy 120 days ago doesn’t mean they’re not ready to buy now.
Again, give them a call.
I see that you’ve taken an interest in some of the properties in [insert community name]. New listings in that community don’t usually stay on the market for more then 25 – 30 days.
Do you have some time on Friday at 4:00pm or Saturday at 10:00am to discuss some of the properties that you’ve looked at? Or would you like to schedule a showing to see any of them?
A new lead is displaying high interest in a particular property
If a lead has looked a dozens of properties on your website but they keep coming back to this one specific listing then it’s a pretty clear indication that they really like that property. For example, they have viewed the listing at 123 Main Street 7 – 8 times meanwhile they’ve viewed other properties only once or twice.
Here’s what I recommend …
Setup a custom e-Alert so that they get notified immediately if there’s a price reduction on that listing. This way when the status changes in price they’ll get notified immediately via email so that they can take action.
Let them know that you’re going to set them up to receive emails in case theirs a price reduction on the listing and if you can help them find another similar home in the meantime.
I see that you’ve taken an interest in 123 Main Street. Would you like to schedule an appointment to view this property?
If the issue is price …
No problem, I can totally appreciate that Ricardo. Tell you what I’m going to do. I’m going to set you up with a custom listing alert so that you can get notified immediately if there’s a price reduction on this listing. Then, why don’t I setup another e-Alert to see if I can help you find a similar property that’s a little more in your price range. How does that sound?
A lead consistently opens your listing alert emails
First off, every lead that registers on your website should be receiving new listing alerts. Period.
In fact, leads are 2.5 times more likely to re-visit your website if you set them up with e-Alerts (source: BoomTown ROI).
Then, the next thing that you want to look for as your going through your CRM to look at who is ready to buy and who is not, is to look at your lead’s email open rates.
Is a lead setup to receive e-Alerts? Are they regularly opening and click on links in those listing alert emails?
Hi Ricardo, I’m with ABC Realty.
I’m just checking in to see if you have any questions about the listings you’ve been receiving? Did you see anything that interested you? Would you like me to continue to send you home listings or are you ready to begin looking?
If they answer Yes:
Great, let’s make an appointment. How’s Friday at 4:00pm or Saturday at 10:00am.
If they answer No:
No problem. Let me ask you, what’s your time frame for making a move?
Great. In the meantime, I’ll continue to send you updates on new listings as they come on the market and I’ll check back in from time to time to see if there’s anything that interests you or to answer any questions.
Every Lead Is An Opportunity
Every lead that registers on your website is an opportunity. They may not be ready to submit an offer on a property today but that doesn’t mean that they are not a qualified lead.
You have to nurture them over the long-term and be ready to connect with them when they are ready to submit an offer.
Just because a lead isn’t ready to make an offer on a property today doesn’t mean they won’t be ready 90, 120, 150+ days from now.
Stay top of mind by:
- Sending them regular listing alerts
- Notify them of price reductions on listings that they have shown an interest in
- Check in regularly when you notice that they’re taking an interest in a specific property or set of properties
- Ask them open ended questions to learn more about their buying time frame and requirements
And lastly, be responsive so that when they’re ready to transact you’re there to help them buy that house!