20% Lead Closure: Part Real Estate Lead Generation, Part Lead Management System

With a variety of real estate lead generation programs out there, we will frequently run into a client coming to us who has tried three or four different lead generation methods before. One of the first questions many of them ask is how we claim higher close rates than other companies – sometimes it seems like we are making claim to something that can't be done. But really, there is nothing magic about it – it is all in combining the right marketing ingredients and steps to get the right result.

Obviously, we are all dealing with the same people that are out searching on many portals or other locations out there, so we don't claim to get in you in front of different end-consumers. The key to the right kind of lead generation is really in the how. It is the "how" in the process of the lead finding you and the "how" in the process of you following up with the lead.

If you are looking for good quality leads to build your own business or your team's business, here are the major things to keep in mind:

Make sure your real estate leads are building trust in you from the first step.

If one of the first steps of your marketing or lead generation strategy includes buying a lead or set of leads from a big brand, one thing you already know is that your leads don't know anything more about you than your competition. Make sure that you put in the time and resources to establish a real estate lead and marketing strategy that includes your brand being the core lead driver, and your websites and online presence being the location or "net."

Your leads need to be impressed with fresh content.

If you are relying on a sub-par online presence, are lacking blog content or intuitive market updates—or if you last posted something new and fresh on your website, blog or social media—then you are missing leads and your leads are missing quality. Yes, content is for SEO. Yes, blogging can drive visibility. And yes, it actually plays into lead quality and your conversion rates.

Your lead management system isn't a burden – it's an employee.

Are you tired of dreading interacting with your CRM or lead management? Well, most agents and brokers HATE the CRM and lead system, and most don't use it. What if you never used your calendar? What if you never used your email? What if you never used your assistant (maybe you don't, I dunno). Well, it is time to stop thinking about the CRM as an annoyance that is just the place your leads get deposited. When you leverage a great lead management system that can tell you current daily activity of your leads, send automated notifications, and remind you of your follow-up—all without you sitting at your desk—well, then it is an employee, and probably the least expensive and most productive.

Lead follow-up CAN be automated, but CAN'T feel canned.

So, we have all run into this issue working with leads – we can't follow-up a million times with every lead, and we need to be able to hit some high conversion rates. We call it SMART FOLLOW-UP. Even though the name may not blow your socks off, the idea of not only assigning some email templates and tasks, but leveraging everything from smart email templates to click-to-call functionality, to lead-alerts and 1-click listing send are the types of activities that make your follow-up meaningful and more effective.

So, in short, the answer to the question about getting 20% lead conversion? If it was easy, every lead program would drive 20% conversion. If you are serious about moving from the 2% close ratio to 20% close ratio, invest in the right system, right team, and your own marketing equity.

To view the original article, visit the Inside Inside Real Estate blog.