Lead Strategy: Converting Your Online Leads

Jovan Hackley Content Manager & Agent Trainer

Mariana WagnerLead Conversion Specialist &

Technology Trainer

Who are you?

POLL:How are you engaging with your leads ?

Agenda

Converting | Lead Capture

Converting | Lead Nurturing

Q & A | Your Questions about Conversion

Converting | Lead Research

Definitions | Lead Conversion

Defining Lead Conversion

Lead = Potential sales contact

Generation = Publicity to get lead’s attention

Capture = Getting Lead Info

Nurturing = Handling leads and their info

Conversion = Turning a lead into a client/customer

Lead ResearchConverting Online Leads into Clients

Lead Research: What You Need to Know

• Who is your lead?

• Where did your lead find you?

• What are your lead’s primary interests?

Lead Research: Your Toolbox

• Forced Registration

• Control Mechanism

• “What” Reports

• “When” Reports

IDX Must Haves

Lead Research: Goal

Goal: Intelligent conversation

that results in a quality conversion.

Lead CaptureConverting Your Online Leads Into Clients

Capture Benefits

• Save time

• Create custom experience

• Start of Service/exchange

Lead Capture: Why Capture

You Decide: Options• Property Info

• Photos

• Statistics

• Reports

Lead Capture: When to Capture?

Note:Your carrot must

motivate-Image: Grant Cochrane / FreeDigitalPhotos.net

Always capture

• Name

• E-mail

• Phone Number

At some point you have to shake hands

Lead Capture: What to Capture?

Image: Ambro / FreeDigitalPhotos.net

Always capture

• Name

• E-mail

• Phone Number

At some point you have to shake hands

Lead Capture: What to Capture?

Image: Ambro / FreeDigitalPhotos.net

Good Information &What does it mean?

• Name

• E-mail

• Phone Number

Lead Capture: Understanding Leads

Bad Information &What does it mean?

• Name

• E-mail

• Phone Number

Lead Capture: Understanding Leads

Lead NurturingConverting Online Leads Into Cllients

Lead Nurturing: Follow Up

When to follow up:

• Within 5 minutes• No more than an hour

10 x’sAfter 1 Hour

-LRM Study, 2009

Conversion Likelihood

How to Follow Up

• Be Human

• Be Persistent

• Be Actionable

Lead Nurturing: Follow-Up

What to include

• Who are you?

• Property/area reference

• Contact info

• Why should they call?

Lead Nurturing: Follow-Up

When to give up on a lead

• All Bad Information

• “We’ve purchased/sold”

• Lead says “Stop”

• Signs of incompatibility

Lead Nurturing: Follow-Up

Average Results

• Visitors to Registered Leads: 1 – 3 %

• Leads to Closings: .5 – 1 %

• Closing Goal: 3%

Lead Conversion: Goals & expectation

What do you want to know about

Online Lead Conversion?

Q & A

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