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
• Phone Number
At some point you have to shake hands
Lead Capture: What to Capture?
Image: Ambro / FreeDigitalPhotos.net
Always capture
• Name
• 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
• Phone Number
Lead Capture: Understanding Leads
Bad Information &What does it mean?
• Name
• 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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