We all spend a great deal of energy getting leads, whether they come from our real estate websites, open houses, or other marketing initiatives.  It seems, though, that many real estate professionals fall short when it comes to turning leads into clients.

Here are some things to consider when you think about handling leads:

• Call Your Leads! – If someone completes a form on your website and leaves a valid telephone number, that is your invitation to call them; as quickly after you receive the lead as you can!  Sure, you probably have drip e-mail campaigns to stay in touch with leads from your website.  But, an e-mail never closed a sale.  The best opportunity you have to establish a relationship with a lead you’ve never met is over the telephone.  Don’t be shy!
• Call Your Leads! – Yes, it’s true that you’ll probably try several phony telephone numbers before you reach a good one, but don’t stop.  Keep calling until you find a live number.  It’s also true that home buyers and sellers on the Internet don’t want to be bothered by a salesperson.  But, if they leave a telephone number, it isn’t really a bother if you use a reasonable “script” for a cold call to that number.
• Call Your Leads Until You Talk to Them! – If you reach voice mail on a good telephone number, go ahead and leave a message.  Then, schedule that person for a follow up telephone call in two days.  If you get voice mail again, schedule that person for a follow up telephone call once a week until you speak to them.  Many agents are pleasantly surprised to find that their leads appreciate the personal attention and persistence.

If you’re overwhelmed with leads (every real estate professional’s marketing dream), don’t feel like you need to follow up personally with all of them.  Pick the cream of the crop:  those leads that fit into your marketing niche or overall real estate marketing strategy.

And, keep in mind that following up with leads is a habit you’ll need to nuture.  Set aside time every day if you need to.  Schedule a block of time with yourself to do lead follow up.  Set up a system to keep track of your leads, when you’ve contacted them, and what you discussed.

You’ll find that your lead to client conversion rate will increase.  And, the more follow up you do, the more confident you’ll become.

Stay tuned for Part 2:  What is a “reasonable script” for calling a lead…