How’s Your Buyer Lead Conversion Rate?

Leads, Leads, Leads!  Most real estate coaches seem to be concentrating on lead generation, instead of lead conversion.  Could it be because lead generation is easier than lead conversion?  Most agents are also concentrating on lead generation instead of lead conversion, constantly running the lead “treadmill” - am I responding to emails quickly enough?; is my reply email more attractive than the competition?;  Is my buyers package “slick” enough to get them to work with me?   All of these questions are passive - that is passive actions that lead to passive results!  You hope that your materials are better than the competition - just enough to lead that potential client to work with you!

Why not take another approach?  An approach that puts you in control?  Instead of simply sending out your “package” or slick email, why not close for an appointment with the lead?

That’s right!  An actual face-to-face meeting where you can use the consultative approach to get the lead to work with you instead of the competition.  There are various ways that you can try to get the lead to agree to an appointment.  Here a couple of my favorite dialogs:

1.  Thanks for your interest in pursuing the American Dream of Homeownership!  You know, most of my buyers enjoy and advantage over other buyers in the market when they agree to meet with me so we can share a few moments discussing the homebuying process.  They can avoid surprises by understanding how the process works and gain valuable knowledge in financing, market value and successful negotiating.  It would only take about 20 minutes!  I have some time available Thursday at 6pm or Saturday at 1pm, which time would work for your schedule?

2.   Buying a home is an exciting process!  Wouldn’t it be great to make sure that you’re viewing the right home in the right price range for your particular situation?  The Buyers that I work with have absolute confidence in the fact that their not wasting their time in looking at homes that don’t suit their needs or aren’t in their price range, because they meet with me before they start the home hunting process!  When we meet, we discuss their wants and needs along with how we can work together to get them the most home for their money!  I have some time when I could meet with you to make sure you have the same advantage.  Would you be available Friday at 4:30 or Saturday at 10am?

By closing for an appointment to meet with the Buyer, instead of relying on your marketing “package” to appeal to the lead, you take control of the situation.   Your face-to-face with the buyer will enable you to qualify the buyer, listen to their wants and needs and present why you should be the professional that they should work with to find the home of their dreams!  If you’re buyer presentation is up to snuff, there’s no reason why they shouldn’t decide to work with you!

If the fact of being in control doesn’t persuade you to think about implementing this approach.  Think about this - how many other Realtor websites did this lead visit?  How many other Realtor offered them a professional consultation where they can learn more about the homebuying process?