How To Convert Real Estate Leads When Lead Conversion Isn’t Working
On March 25, 1967, Daredevil Evel Knievel did his first televised jump on ABC’s Wide World Of Sports. Riding a Triumph, Evel jumped over 15 cars.
ABC didn’t broadcast the jump live, because they thought he’d crash.
Evel would go on to make seven more appearances on the Wide World of Sports. In 1973, riding a Harley-Davidson, Evel successfully jumped over 50 stacked cars at the Los Angeles Memorial Coliseum. The record wasn’t broken until 2008.
Evel Knievel was famous for making big jumps and clearing large gaps.
It did come at some expense though. Sometimes he crashed hard too. By 1975 he had suffered 433 bone fractures.
But, when it comes to our real estate lead conversion, and getting more appointments we don’t need to jump large gaps or crash hard.
What we're going cover in this article on real estate lead conversion:
The Three Steps To Moving The Lead Conversion Conversation
The Importance of Lead Nurturing, Not Just Generating And Converting
What The Metamorphosis Box Method Does
Moving The Lead Conversion Conversation
Most of the real estate lead conversion tactics taught to us are focused on Speed to Lead.
“Just respond faster,” the thought leaders tell us.
If a lead was actually a request for contact, that would be good advice.
The reality is, the majority of leads are not requests for contact. They are requests for content. Or what we call Sign Ups.
For example, many real estate leads are signing up:
to search for homes,
check their home value,
download a report or
watch a video
Sign Ups aren't requesting we contact them, so the quicker we do doesn’t really matter. If anything, it might annoy them.
Three Steps To Moving The Lead Conversion Conversation
First, get them to take the first step:
Remember, we’re not trying to get the the real estate lead into a listing contract and closing right now.
We’re simply trying to get them to take the first step, then the next step.
That could mean responding to an
email
or message.
clicking a link.
watching a video.
Don’t be like Evel Knielvel here and think you have to get your Sign Up to jump over the Grand Canyon.
We just want to help them take the next, easy step.
Second, Go Deeper or Shift
If we have the email, move the the real estate lead to text.
On text, move to phone call.
Had a phone call? Move to in person.
It doesn’t always need to be done this way. Many leads will jump from Sign Up to in person, with a text or message. A phone call isn’t even needed.
But the key here is to keep them moving.
Connecting on different platforms is better than having the same conversation on one.
It adds dimension and connectivity versus a singular interaction.
Third, Don’t Contact Then Retract
One and Done doesn’t cut it.
Look for openings, reasons to circle back.
We have pages of conversation templates for our members ClientPath, an in depth coaching and training program to use so they can feel comfortable and confident to keep reaching out even if a Sign Up has stopped responding or ghosted them.
If we’re not progressing the conversation forward, at least keep it moving.
The Importance of Real Estate Lead Nurturing, Not Just Generating And Converting
Again, we don’t have to do a death defying jump, like Evel Knievel, from Point A to Point K.
Lead Nurturing is the missing stepping stone for most of us.
According to Marketing Sherpa research, companies that nurture their leads have a 45% lift in lead generation ROI over companies that don’t strategically stay with their leads.
And just 60% of companies have a lead nurturing plan in place.
Do you have a lead nurturing plan in place? What happens if a lead doesn’t convert right away?
And according to Marketo, companies that excel at lead nurturing generate 50% more sales-ready leads, and do it at a 33% lower cost than the competition.
What The Metamorphosis Box Method Does
A ClientPath method we use to help with lead conversion and lead nurturing is called the Metamorphosis Box.
It takes a cold lead and moves them through the process of warm lead, to hot and ready lead.
Each stage has its specific purpose and style of communication.
Helen Kung says,
"I believe good communication is like good design: simple.
Simplicity is language and design that makes the complex clear. Every word should have a reason to be, and every picture should whisper a message or shout an idea. Although I work in a variety of practice areas and media, everything I do is helping my clients say it better by saying it more simply."
For example, with the Metamorphosis Box Method, lead nurturing would be inside the WLNES CHECK area.
Here we are focused on a warm audience.
We are informing them more about the process, the market and ourselves.
This process is systemized, but not automated.
Just because someone isn’t ready now doesn’t mean they won’t be ready later.
How much money are you leaving on table by not having a simple system to communicate with your Sign Ups at each stage of the process?
If can’t convert your leads, generating more isn’t going to help.
In today’s online, digital world, it’s pretty easy to generate leads, but increasingly harder to convert them.
You want to make sure your lead conversion strategy is aligned with lead generation strategy.
Don’t borrow a lead generation strategy form over there and Frankenstein it to a lead nurturing strategy inspired from over here. And then try to “sell” using your “natural” style.
The way you generate leads, should be the way you nurture, convert, sell, close and serve.
WHAT NOW?
If you're struggling or just frustrated with your online real estate lead conversion, watch this real estate training video on the 3 reasons why real estate lead conversion is so hard.
3 Reasons Why Real Estate Conversion Is So Hard
If you’d like help leveraging content marketing, creating better-targeted marketing, simplifying conversion, and mastering productivity with systems. Make more income, simplify business and get consistency without building a giant team or creating complicated marketing funnels… check out ClientPath.
Here’s 4 things you can do right now:
1. LEADS (GET TO 6 FIGURES): PROGRAMS & COURSES
2. LEVEL UP (GET 6 FIGURES+ ): COACHING
3. LEVEL UP ACCELERATOR: ONE DAY DEEP DIVE
4. LEVERAGE (TIME BACK FOR 6+, 7 FIGURES): LET DARIN DO IT