LEAD CONVERSION SYSTEM AND IDEAS

I think a friend of mine Fernando Herboso, said it best when I asked him to share his best lead conversion ideas:

“Rand, I think agents need to understand that someone looking for their home’s valueisalmost always 6 to 12 months from needing any type of Realtor services...

Agents are giving up too soon and leaving their leads orphaned when they are the most in need.
The #1 thing that everyone should do is to subscribe those leads to some type of local market follow up. In Client Creator, there is an option available that will send prospects an updated home valuation every single month.

Believe me, they will open these emails with anticipation and if you can track the open rates on these emails...is much better for you...that's when you can find the most motivated person that will sell....

This is when I send my brochures, booklets and postcards and most importantly, my Pre Listing Package...and a door knock when in the area....even if it is just to drop off your business card.
These are the actions that give your email campaigns more impact and value. It is almost always the little things that make a HUGE difference.

Start being strategic works when combined with patience and intelligent follow up...I have a $1,079,000 listing right now that came from doing what I just described....”

Well said Fernando. You can reach Fernando Herboso at:

Let’s move on to the outline of ideas and actions you can start using to convert those leads you keep generating in your Client Creator System…

  1. Offer GUARANTEES – Anytime you offer something beneficial that no one else offers, you separate yourself from the rest and motivate prospects to use your services.

Here are a few GUARANTEES you can use:

LOVE IT OR LEAVE IT GUARANTEE – If someone buys a home from me, moves in and doesn’t love it, I will re-sell it FREE for up to one year after the close of escrow.

I WILL SELL YOUR HOME IN 29 DAYS OR LESS OR I’LL PAY YOU!

To qualify for this GUARANTEE I have two requirements:

  1. We both must be in agreement on the initial pricing strategy.
  2. They must be willing to do the few repairs I suggest to assure their home shows in its best light. I will treat their money like my own and will not suggest they do anything that is unnecessary.

If they are willing to do these two things and I don’t sell their home in 29 days or less, I will credit them $1000 from my commission when I do sell it.

Think about it. You secure a right-priced listing, which means it should sell with 29 days or less. But even if it doesn’t, do you really mind giving them a $1,000 or $500 credit (depending on the price range you work in)?

BUY THIS HOME AND I WILL SELL YOURS FREE OF CHARGE!

If they buy one of my listings, I will list and sell their home for FREE! Why not? You still end up with two deals don’t you? This is a big one.

  1. Offer INCENTIVES/ETHICAL BRIBES
  • Send Every Lead/Prospect your $1000/$500 Client Appreciation Certificate as soon as possible. (See attached example).
  • This idea is a little different than GUARANTEES in that with this idea you are offering ethical bribes to your Prospects to take the action you want them to take, like selling their home.

An example of this would be to offer a discount if they sell and buy their home using your professional services. In this case, I offer them an incentive to do both transactions using my professional real estate service. Please make sure the reward you offer is given at the close of transaction #2. This assures you end up with both sides of the deal. Very Affective.

  • Send a small inexpensive gift to initiate the Law of Reciprocity. I send every lead a small custom made chocolate in the shape of a house with a red sold sign in front of it.

Important Note: The LAW OF RECIPROCITY says: If you give someone something and continue to give again and again, without expectation of return, they will begin to feel uneasy until they can find a way to give you something back. That something you are looking for is simply to be one of the agents they interview for the job of professionally marketing their home.

  1. Isolate their CONCERNS
  • Here’s what I mean by this. Make sure you keep your fingers on their pulse. Take their temperature so to speak. Find out what might be keeping them from communicating with you.
  • Send them your “What are you Concerned About?” homework page (see attached example) directly from your Pre Listing Package. Ask them to tell you what they are really concerned about so you can address those concerns before you meet with them.
  • There is something about asking people what they are concerned about that enhances your relationship. It makes them more comfortable with you and can create a more open line of communication.
  1. EDUCATE – EDUCATE – EDUCATE
  • This is the biggest reason prospects go online. They go online to find information that will help prepare them for the home buying and selling process.
  • Of course the reason they are willing to spend time pouring through these online portals is to see if they can discover a way to get the edge or an unfair advantage over everyone else. In other words, they want to find a way to save money, make more money or, uncover a resource no one else is aware of.
  • This is why you want to educate them in everything you give and say to prospects. Let them know, based on your experience, you can show them how to get an almost unfair advantage over everyone else when they buy or sell. Or, how to sell their home for the highest price possible. Or, the secret to finding the most home for the least amount money.
  • You must clearly articulate the self-serving benefits they will avail themselves of when they do business with you.
  1. MISC. IDEAS AND ACTIONS YOU CAN USE DURING THE PAINFUL PROCESS OF WAITING FOR THE CONVERSION TO TAKE PLACE!
  • Send a personal email or hand written note to every prospect once a week. Be sure to keep it short, to-the-point and remind them you are still serving their needs and are available for any and all of their real estate needs and wants.
  • Send them a small, thoughtful, inexpensive gift every once in a while to show them how important their business is to you. This makes them feel very important and everyone likes to feel important.
  1. FINAL THOUGHTS
  • BE PATIENT!!!! Someone is going to end up listing this person’s home. Make sure it is you that takes the listing by outlasting every other agent that is too impatient to wait these leads/prospects out.
  • Understand they will do business in their own time, not yours. It is their needs that must be met even when your needs are urgent and theirs are not, STICK WITH IT.
  • Remember, the hard part is finding these prospects. You have done the hard part, now just keep following up and through with them until they list, sell, buy, die or tell you to stop! This will be the difference between your raging success or, ultimate failure.

Last but not least. The best way to convert leads is to find their phone number and get them on the phone. But that is still just the beginning of a long process.

As a side note, Client Creator will soon have an Automated Lookup Function that will look up the phone number for every lead you generate. We are in the process of programming this function as we speak. And get this: it finds the phone number 80-90% of the time or more.

Now, it’s up to you to choose which of these strategies and actions you are going to add to your “Conversion” system. Using these ideas may not always influence a prospect to take action sooner than they are planning, but it will increase your conversion rate and make the waiting a bit easier for you.

This is the way to increase your income exponentially.

My Very Best to You.

Rand Smith