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Lead Management and Online Lead Generation

Posted by James Osmar | Posted in Lead Generation | Posted on 25-01-2011

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Lead Management and Online Lead Generation                                                                                                                                                                 leads management

Lead management is fast becoming a very important consideration to growing your real estate business. Having a website on the internet has long become a standard practice for real estate professionals however the task of driving targeted traffic and converting leads into legitimate clients is a common challenge.

The fact that marketing on the internet is a relatively new concept has driven many in the real estate business not to adopt internet lead generation, since they do not want to spend funds on a technique that they do not easily understand. However, the use of the internet by prospective buyers and sellers to look for properties has increased dramatically. It is therefore contradictory not to use the internet to generate leads, when most buyers and sellers are actively scouring websites looking for property to buy or sell.

This is high time for a change in perception among real estate professionals about the use of the internet to generate leads. If most of the buyers are to be found on the internet, then you need to start allocating funds for acquiring leads from this source. Here are a few channels that you, as a Realtor®, can use to look for clients.

Most of the big search engines such as Google and Yahoo have programs that allow you to bid on keywords and pay for the clicks that you get on your ads. This way you get your site listed on a sponsored ads section and when a prospective client searches the keywords that you have specified, their search leads them to where you have posted these ads. This in turn directs them to a website of your choice when clicked on by these visitors.

When using this method, you need to come up with keywords that the buyer will most likely use when they are searching for property. Every time a buyer clicks on your ad, you will pay an agreed on amount, so you will have to be prepared for the cost. This is easily controlled as you can establish your daily budget in advance.

Along with search engines you can also use directories such as Craigslist or KIJIJI which work in a similar fashion to search engines. It can be difficult to measure the effectiveness of directories and search engines when generating targeted leads with traditional web pages. This is one the big benefits of lead generation websites, they are affective in capturing leads and tracking results. This is especially necessary when running pay per click campaigns, the best tracking results occur when a campaign is paired with a specific lead capture website designed for a narrowly defined search, giving you measureable results.

The best way is to use lead generating websites for pay per click campaigns is with a low branded website, as the visitors looking at real estate during this stage are often not yet trying to find a Realtor®. Using a personal branded website will limit the number of willing participants accepting your offer to assist in their search during this browsing stage. Therefore websites that are strategically designed focus on real estate and not the Realtor® are significantly more successful. It can be expensive to look for leads using the wrong method, the use of the correct lead capture websites with a well designed pay per click campaign is essential to your overall success.

Online lead management has become a necessary addition of many top Realtors® active prospecting efforts as they recognize that this method is far superior to newspaper and magazines. Because as NAR indicates, this is where 94% of people start their home search and it is about one thirtieth the cost of these traditional sources even when factoring in the cost of leads management.

James Osmar
SellingToolz Ltd.
800-409-9850

How to Effectively Conduct Online Lead Generation

Posted by James Osmar | Posted in Lead Generation | Posted on 11-01-2011

Tags: , , , , , , ,

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Online Lead Generation                                                                                                                                                                Gift-Box

Success in real estate sales is partly determined by relationships developed through online lead generation. The concept is quite recent in the industry and can be confusing to both new and experienced agents. Despite this, relationships are fundamental for success in real estate and you can not manage without them. The internet has simply offered real estate agents a new means in which they can meet new potential clients.

Traditionally, many Realtors® used door knocking, cold calling or advertising as a strategy for acquiring new clients. The method is still in use today but is not nearly as efficient as the internet as a form of lead generation. When using these old time consuming and costly methods of generating sales, more often then not you end up with sore knuckles or a sore ear.

In other words you are spending a lot of time or money trying to find strangers with a view to doing business. Considering that most people like their privacy, this invasion is often not taken kindly at all. In fact, some people treat such offers with hostility and tend to drop the receiver immediately or slam the door… ever been there?

To succeed as a Realtor®, you must develop a system of  lead generation that will guarantee your business a constant stream of buyer and seller leads. Especially when starting out in the business, if you need to kick start your business or increase sales of your existing business. You will realize that consistent lead generation and prospecting is a must in order to secure enough leads to achieve your sales goals. You cannot depend on your broker or your friends and past clients for a sufficient number of leads to reach any serious level of sales. Real estate sales is a contact sport, you chose this path and the sooner that you accept the fact that you will have to approach more people then people will approach you, the more likely you will succeed.

Online lead generation is among the best strategies to use for securing clients. To illustrate this, gathering leads usually involves targeting both buyers and sellers to conduct business and research is essential if you are to get the best possible leads going about it the old fashioned way. Meaning you will have to conduct a survey of the city, find out the forces which influence the real estate sector in your target market, as well as getting information on local demographics and home values. On the same stride, you must research on median income levels for people living in the area so you can choose a suitable niche to focus on. You will then have top develop a means in which you are going to meet this target market.

The enormous flexibility and reach of the internet makes the process of targeting a market and doing the research much simpler as you can use tools that quickly let you do split testing and cost analysis with the click of a mouse. What once would have taken weeks or months can now be organized in days and even hours.

When visitors go to your websites and complete your lead generation contact information form, you will have to follow up preferably by phone. The follow up method will determine the type of relationship you will have with the client. Hence, it is advisable not to put pressure when talking to potential clients swarming them with multiple qualifying questions. Simply spend the first few minutes of the phone call encouraging conversation and building rapport. If you can get the person on the other end of the phone talking, you are leaps and bounds ahead of your competition. The critical aspect here is to avoid being the typical real estate agent, don’t go for the close; don’t try to qualify them in the first thirty seconds of the call. Spend that valuable few minutes talking to them like a friend, once they open up they will tell you through their conversation what their intentions are and give you the answers to half your qualifying questions on their own.

It is best to adopt a friendly tone and converses normally, do not expect to seal the deal with the first phone call or email. Your perseverance and firmness will be put to the test constantly and how you react will to a large extent determine the success of the conversation. Once they have opened up and started to talk for a few minutes, this will be your opportunity to make them your offer. I call it the elevator sales pitch, imagine you are on an elevator; you have thirty to sixty seconds to enlighten them with your offer. If you are a good sales person you will be able to do this, if not you better practice your script in a way that enables you to deliver your message within this short period of time.

Your Real estate websites should not be left as the last thing on your list to consider as a source of  lead generation, your real estate websites should be your first. Today’s market demands that you have more than one website, focusing on every aspect of the buying and selling cycle. They should be your primary source for real estate prospecting, relationship building and selling tools.

James Osmar
Selling Toolz Ltd
800-409-9850