This is the second in a ongoing series named Insider Insight.   I’ll be publishing posts from, or conversations with, brokers and agents who are willing to share their expertise and insight into topics that are discussed on this blog.  The first post in this series was by Sam Chapman – I just hadn’t decided to create the category until today!

This is a discussion with Priscilla Allen who markets San Antonio TX real estate.  Priscilla and the Allen Realty Group team increased sales $9,000,000.00.  In 2006 hers was the 16^th top team in San Antonio, and for 2007 she was awarded the 10^th top team in San Antonio, with only three team members.  She has now added two more buyers’ agents and a full time Home Stager and decorator.

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Q: How did you manage that increase in your sales?

Priscilla:  It’s because of my website.  First, you and I worked together to update the website, then I started working with your SEO partner, Blackwater Consulting.   The results have been outstanding.

Q: You know, there are a lot of real estate professionals that aren’t getting that kind of results from their websites.  Now that you have a professional site and some traffic (thanks for the plugs!), let’s talk about how you turn the traffic into leads.

Where do most of your leads come from – are they filling out forms on your site?

Priscilla: Most of the traffic comes from being found on search engines.  Sometimes people are using the calculator or filling out a form, but 95% of the people who contact me are looking at homes or want to see a listing.

Q: Is all the information they give you valid?

Priscilla: Most of it is.

Q: Do you think that’s because you don’t force them to register, so if they contact you its because they want to? 

Priscilla: Absolutely!

Q: How do you respond when you get a lead from the site?

Priscilla: Even if I have a telephone number, I email first and most of the time if they are really a “hot prospect” they put themselves on drip mail, I don’t do it for them.  But I send them a personal email with some questions for them, and if they answer….they are ready for me to follow up with a phone call. 

Q: It sounds like you are informal in your initial contacts.  How do you break the ice in that first email and telephone conversation?

Priscilla: I do use informal language in that first email.  I make it like a conversation and show them that I am paying attention to who they are.  I ask some questions related to what I know from their initial contact.  Then, I make the offer to send them listings that meet their criteria as they are added to the MLS.  I mention that the notices will come right from the MLS and that no one will bug them.  Then, I suggest that when they see a home they like to get in touch with me.  And, it works!

On the phone, it’s conversation, conversation…..but listen to their needs.  They really don’t care how great you are.  They will want to know if you can help them, not listen to you bragging about yourself.  Just assure them you know your product very, very well.   Educate yourself on all schools (public & private), subdivisions, etc.  But if you don’t know something, tell them that and assure them you will certainly found out.

Q: If there is bad information, how do you motivate yourself to keep contacting leads to find the good info?
 
Priscilla: I always send a follow up email, but if the address is wrong, I really can’t take the time to do some kind of crazy search for them.  These Prospects are “not prospects”…my advice:  let them go and use your energy on the ones that respond.

Q: Are the contacts from the site people who are ready to buy/sell now, or are they just looking?

Priscilla: Some are ready, but most are being relocated or would like to move to San Antonio, so they’re testing the market.  I think a lot of people are curious to see if we are really and truly one the best cities for a home value. 

Q: How do you keep in touch with them if they aren’t ready yet? 

Priscilla: Some drip mail, but mostly personal emails from me…with a just checking in type of mail.  If they have changed their mind, they will let me know.  What keeps them the most interested and coming back is setting them up on a listing notification with their criteria. 

This is a no brainer.  I do nothing except the first initial input in the listing notification of what their price range, size, etc. is.  Then I turn on the listing notification in my contact program of my MLS system.  Each time there is a new listing that meets their criteria, it is sent automatically.  If they like what they see, they are contacting me!!!

Q: What advice would you give to others on what to do with a website contact?

Priscilla: Contact them immediately while they are hot and looking!  I feel if I wait a day or two, they have already been contacted by a REALTOR that the client has hit on too. 

Do not assume they are only coming to your site.  I will say this, I have a lot of return visitors to my site.  On many occasions I have asked the question, “why my site?”  The answer is always the same! They say our site is the best site for San Antonio and many have said it is the best Real Estate site on the web!

Q: Do you use drip email a lot?

Priscilla: I suggest letting the site visitor decide to do that.  If you go to each prospect and click on the “Email Tab” in the administration area of my Point2 Agent website, it will show you if that prospect opened their email. 

I found that more of my prospects open my personal email than the drip mail and all of them open the listing notification.  This is a good measure for me.  I love all the great things Point2 Agent allows you to do and see for yourself. The only thing I don’t like about Point2 Agent is that it takes too long in entering and maintaining listings; therefore a lot of us do not have the time to do a better job of that.

Q: Any final thoughts about making the most of a real estate web site?

Priscilla: I do not know why there are not more agents using a site vendor like Point2, someone to professionally customize the site and an SEO firm.  One sale pays for all of that!  I probably shouldn’t, but I do tell most that ask me about my “new found secret”.  I feel the more educated my fellow REALTORs become, we will have smoother and more successful transactions.  This business is very stressful, emotional and physical; therefore, whatever I can do to eradicate these burdens, I am more than happy to do.

I feel my prospects contact me because we have such a professional site, but they would never have found me, if they had not found me in their search engine to get to me in the first place. 

I pride myself on my constant maintenance of the site.  Once they get to me, they would not stay at my site…but it is the “best” real estate site to search for homes in San Antonio, not to mention, it’s a fun site too!

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Priscilla Allen and the Allen Realty Group Team are full-time agents and native San Antonians.  Priscilla is a San Antonio REALTOR that you’d be proud to refer someone to!