Video: Convert Leads and Close Sales for Less

November 11 2014

Converting leads into sales is both an art and a science. Finding leads and keeping them engaged through the buying takes both discipline and insight into consumer psychology. Today, we co-hosted a webinar with Onboard Informatics and Commissions, Inc.Commissions, Inc. to uncover techniques that let consumers know us, trust us, stays with us right through closing.

Our panelists shared 21 actionable tips for accomplishing this, which you can see in the webinar recording below. For brokers and agents short on time, you can check out our summary of all 21 tips on the next page.

Capture More Leads

Capturing leads begins online. Below are website design tips that will boost conversion:

  1. Provide value - Put yourself in the consumer's shoes and think about what's in it for them. Provide site functionality that helps, not hinders, consumers.

  2. Ask for only what you need - With website contact forms, the less fields you have, the more leads you get. However, asking for more information by having more fields makes it easier to qualify leads. Brokers have to figure out what that sweet spot is for their company.

  3. Keep your form above the fold - Forms need to be placed where consumers can actually see it without having to scroll down the page.

  4. Don't "submit" - Don't use the word "submit" on your form's button. Why? It's because consumers perceive "submit" to be more committal. Using words like "Go," "Send," or "Register" will net more conversions.

  5. Provide clear instructions - Consumers need to be told what to do on your site, so make sure your call-to-action is clear. Also, make sure that the copy on your site speaks as the inner voice of consumers. Use words like "my" instead of "your."

  6. Apply principles of Conversion-Centered Design (CCD) - Use design cues to drive web visitors to take the actions you want. Use visual techniques like encapsulation, color contrast, and directional cues to achieve this.

  7. Do A/B testing - When introducing new design, use A/B testing to gauge its effectiveness. If it boosts conversions, keep it. If not, that's a sign to back to the drawing board.

  8. Use technology to learn more about your prospect - Use the Internet to learn more about your leads. If, for example, your research on social media reveals that a prospect is married with two kids, you know that a home near good schools and a yard are probably important to them. You may even discover that you and a lead share mutual friends. This makes the connection easier. The more information you have, the easier itis to create a connection.

  9. Have a system to follow-up - Having a system in place makes it easier to follow up. Have call sequence outlined that aims to make contact within the first 24 hours. Have a set follow-up date. Know what kind of homes, price ranges, and neighborhoods they're searching for on your site. Always attempt to make an appointment on that first contact.


Effective Communication

In order to create that all-important connection, you need to communicate better. Better communication results from understanding what's important to the person you're talking to.

  1. Cater your message to your prospect - Identify what they're looking for by asking the right questions. Part of this is understanding how that lead got to you and why they were on your website. Profile buyers as they come into website. Set up automatic drip campaigns tailored to what they want and/or their personality.

  2. Set expectations - By setting expectations from the get-go, you'll screen out clients that are not right for your company. Have an abundance mindset rather than one that takes any business that comes through the door just to close a deal.

  3. Know what questions to ask - Have scripts for your agents on how to have effective first calls. Find out exactly what they're looking for in that call. Rather than risk being shut down on pleasantries, say "Thanks for signing up on our website. I just wanted to get a little clarity on what you're looking for." Drive the conversation and break things down into minute questions, e.g., How many bedrooms do you need? Two or 3-car garage?

  4. Be prepared for objections - All objections come down to time and money. For example, you'll encounter time objections when asking for an appointment. Counter by asking the lead if they have time to look at 100 homes. When they inevitably say no, explain that's why they should come in--and that you will create custom plan for them that saves them time.

  5. Make your outbound calls - This is all about diligence and discipline. Set guidelines for yourself or your agents, e.g., set aside two2 hours a day for outbound calls, always call within five minutes, etc. Remember, what you do today will be your paycheck in 60 days.

  6. Automate what you can - Automate your drip campaigns and segment them by personality. Be sure to test them to see what works. Automate this process on behalf of agents so your agents can focus on selling.

  7. Have the coverage you need - Be sure to have enough employees for the goals you have set for your company. Take notes and be organized.

  8. Utilize the right tools - When developing tools for clients, make it simple for even the most non-tech savvy person to use.

  9. Always be accessible - Mobile technology has come a long way. Don't be afraid of mobile apps and other tools that let you connect with clients from wherever you are. Many real estate solutions today--CRMs, transaction management platforms--offer mobile and tablet versions of their software.

  10. Don't be afraid to lose - Some agents will do anything to keep a sale, even if it goes against the core values of your team. Your agents shouldn't be afraid of telling clients things they may not want to hear. Most clients will respect them more for it at the end of the day. If your company does lose that client, you never really had them to begin with. Never compromise your core values.


Highlight Your Expertise

Why should a consumer work with you or your brokerage? Use the tips below to effectively highlight the reasons.

  1. Establish trust - Before leads will work with you, they need to know that you are trustworthy. You can communicate this by posting testimonials on your website, and showcase any industry awards or media mentions. Remember that you are an unknown entity, so consider leveraging third party sites like Facebook for website registration.

  2. Know your value - Your agents should understand how they're different from other agents. Coach them to ask leads questions that will allow them to show that value. Here's an example of a lead that says they're already working with another agent: If you're working with another agent, why were you looking at my site? What needs of yours aren't being met?

A Special Offer to Get You Started

As a perk for webinar attendees and all RE Technology readers, Commissions, Inc. is offering 50% off your first month of service by calling 855-259-7277. You can learn more about their lead generation and management platform herehere.