How to Generate Real Estate Leads Online and Convert to Clients

Consumers interested in buying a home utilize the Internet to search for property, obtain community information and learn about the process. To have success in generating business online, you must follow proven business practices that will result in closed transactions.

The first step is to develop a web site that will generate leads. Your goal is to obtain a registration whereby the consumer chooses to provide their name, address and phone number. Consumers will register if you offer something of value which may include property search, guides and reports. Real estate is local so focus on information in your market area.

As an example, visit Virtual Homes Real Estate which is a web site designed as a real estate portal. Consumers have various options that appeal to many segments of the market.

Consumers prefer to work with knowledgeable, tech savvy agents that know their market area. Utilize social media to distribute articles, market reports and blogs that provide potential home buyers with different perspectives of the local market. Providing quality information without commitment is the first step in establishing trust with a consumer.

Develop a strategy for “hyper-local” social media campaigns to dominate your online market area. Distribute your articles through your Facebook page, LinkedIn and Twitter accounts. Submit exceptional content to key Article Directories for syndication which will generate more traffic to your blog..

In order to generate leads, you must have traffic to your web site. You can “drive” traffic through traditional media (print, radio) or focus on Internet traffic through the major search engines. Your focus should be the three major players – Google, Yahoo and Bing.

There are two primary methods of developing visitors to your web site. They are:

1. Organic or natural results – your goal is to develop content, back links and “search engine friendly” structure so that you are indexed or listed on the first page of a search engine.

2. PPC or pay per click – you can advertise or sponsor a text based link that appears on search engine pages based on consumers’ key word searches. This method is an online live auction of keyword phrases that determines your position on the page. The most competitive phrases are "city state real estate" and "city state homes".

You can learn how to obtain favorable search engine positioning (SEP) by practicing search engine optimization skills (SEO) or hire vendors to perform these tasks.

Real estate sales are a numbers game and your goal should be to generate the largest number of business opportunities possible. Over 90% of consumers registering on-line in a real estate web site are long term, unqualified or working with another agent. The 10% that are motivated to buy in the near term and are not working with another agent require an immediate response.

Your first call should be within 5 minutes of the registration as this 10% will work with the first responder most of the time. These consumers typically register in three or more web sites. You should make 3 additional calls within 48 hours. If you do not connect, then your conversion rate will drop sharply.

Consumers that choose to register in your site or email you from your blog have some level of interest. You must respond to all inquiries promptly to determine their time line and level of interest.

Once your blog and/or web site is generating leads, you must respond promptly with a customer service approach. Real estate agents typically utilize a “salesperson” approach which is to attempt to control the interaction. This method will not work with web based buyers as they are in control of the process.

Try this script in your next follow-up to a lead generation:

“Hi, this is Cathy Benson from XYX Realty. How are you doing today?

Well, thank you for visiting our city-state web site and registering for a relocation guide. How may we help you?”

The customer service approach is to acknowledge and thank them for their inquiry and ask them an open ended question that will lead to a conversation. This method is non-threatening and makes them feel comfortable in sharing information. Your goal is not to sell but to obtain information and gain permission to continue with follow-up.

Successful agents have a “sales pipeline” that provides a constant flow of motivated, qualified buyers. This is achieved by following-up all leads and “nurturing” longer term leads. You must automate the process of providing information and services over time in order to stay connected with a potential client. Utilize contact management systems that provide drip campaigns, newsletters and blast email capabilities.

Provide Added Value

Real estate sales are a highly competitive industry and you must develop trust and loyalty with a consumer in order to earn their business. Provide added value by offering tools, resources and information so that the consumer utilizes you as a resource in the home buying process. When they are ready, you will have the opportunity to provide client level services that will evolve into a successful transaction.

Suggestions include IDX integration, VOW solutions, E-newsletters and subscriptions to your blog for market updates and interest rate alerts.