If you want to explode your ability to convert internet leads, we need to talk about texting. Using text messaging to convert internet leads is one of the easiest, fastest, and most effective strategies today.
MIT completed a study showing you are 100 times more likely to convert a lead that is responded to in the first 5 minutes, than you do if you waited 30 minutes. The National Association of Realtors 2014 profile of Home Buyers and Sellers showed 68% of consumers will sign with the first professional they have a conversation with in person.
What do these two stats tell us?
We need to be the first to respond to an internet lead’s inquiry, and we have to be able to convert that lead to an in person appointment.
We have 3 main methods of reaching out to that lead in an effort to convert to an in-house, or in office appointment:
- Call the lead.
- Email the lead.
- Text the lead.
Now, the truth is, you should be implementing all three of the above methods, and multiple times a day for the first few days if you are not able to reach the lead. If you have been in this business since at least, oh I don’t know, breakfast this morning…you know that getting an internet lead to pick up the phone when you call, or respond to an email is difficult at best. Today’s potential clients that come from the internet are tech savvy. They like to get as much information as possible before committing to someone or something. In fact, they want to do this without having to speak to a live person!
Yet, most are very comfortable texting, even with someone they don’t know. Studies show that 97% of texts are opened and read compared to just 20% of emails. Even better, 90% of those texts are read in the first 5 minutes.
This means we need a system for text messaging, so that we don’t let internet leads slip through the cracks. There are several companies out there who have automated text response systems in place to make this as easy as possible for you. In fact, some of the better CRM’s (customer relationship management) have built-in features that allow you to text with in the system. Through the CRM, you can text multiple leads within the system at the same time, and automate your texting so when a lead signs up to your site, it triggers a text message to go out. This way, it looks as if you were on your cell phone and stopped what you were doing to reach out to the consumer. There are plenty of options out there for you as far as which system to use. Our team uses Real Geeks (www.realgeeks.com) and we love it. I know a lot of real estate investors who use Podio (www.podio.com), along with some 3rd party integrations to automate their text response system as well. Podio is great because it is extremely customizable, however, I just don’t want to spend the time to learn the system, and implement it myself.
So what is the goal of using text messaging to converse with internet leads?
To convert those leads to appointments, of course!
So I will leave you today with a couple of tips you can use in your text messaging to better convert those internet leads:
Don’t Give Them Everything They Want
How many times do you walk by an agent who is staring at the phone during floor time, praying it will ring? Finally, they get the call they have been hoping for and the conversation goes something like this:
Agent: “Hi! This is Billy Bob with XYZ Realty, how can I help you?”
Caller: “I am interested in 123 Main St. Can you tell me how much it is selling for?”
Agent: “I sure can! 123 Main St. is proudly listed at $275,000.”
Caller: “Thanks!” CLICK.
Agent: “Hello? Hello, are you still there?”
The point is you should have a script for texting just like a properly trained agent would have a script for handling a sign call. The goal of the script is to learn more about the lead’s motivation, timeframe, etc. Make sure your text conversation is scripted so you can logically move to setting up a time to have a phone conversation for more info, or even better yet, to have an in office appointment.
Coffee Is For Closers
Remember, you are a salesperson, and a sales person CLOSES. It doesn’t have to sound like the stereotypical used car salesman. In fact, it better not. Just be professional, and be able to articulate the value they will receive by working with you. You are not here just to be a source of information for leads, you are here to be an advisor for clients. You are not a professional door opener, you are a consultant for those that appreciate your worth. Please take a moment to think about that, and understand the difference. The point is make sure you ASK for the appointment, ASK for the contract, ASK for the referral. You deserve it.