Buyers do not want agents. Specifically, they want access to the best deals, the most selection, and off-market properties. Many team leaders fail because they market their agents as “experts” or “fiduciaries.” However, that language often repels consumers who are just browsing. To succeed, your real estate lead conversion strategies must start by giving the consumer exactly what they are looking for: the house.
Be the Billboard on the Busiest Street
You cannot be a billboard in the desert; you must be on the busiest street. In my experience, I once owned ten billboards across town, but they weren’t as impactful as the one prominent billboard on the busiest road. Similarly, your website must have “Premier Placement.”
Whether it is page one of Google or the top of the Zillow review list, you must be where the eyes are. Because the consumer is looking for homes, your call to action must always lead back to your website’s search results. When you provide the best browsing experience, you win the first step of the relationship.
Language Matters: Leads vs. Opportunities
The language you use as a leader dictates your team’s culture. Instead of calling people “leads,” call them opportunities. When your agents get someone on the phone, they must remember the most popular radio station in the world: WIIFM (What’s In It For Me).
If your agents talk about the company, the lead will hang up. Instead, they must tell the consumer what they want to hear:
- Selection: Access to every home on the market.
- Best Deals: Insights into price drops and motivated sellers.
- Off-Market Access: Properties that aren’t even on the MLS yet.
By providing this value, your agents can extend a two-minute call into a ten-minute discovery session. Therefore, your real estate lead conversion strategies depend on training your team to provide value before they ask for a commission.
The 90% Rule of Follow-Up
Statistics show that 90% of the time, the home a buyer will eventually buy isn’t even on the market yet. Consequently, you need a relentless follow-up cadence. Since it’s not the client’s job to remember you, it is your job to ensure they never forget you.
If you don’t stay top-of-mind with a “Value-First” approach, they will go to the more available agent the moment they are ready to jump. In conclusion, provide the houses, the selection, and the off-market deals through every channel—email, text, and phone. When you give them what they want, you earn the right to give them the professional guidance they need.