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Many Agents have more buyer leads than they are able to convert effectively. They generate them in large volumes from the Internet, ad calls, sign calls, and floor time. Currently, the Internet is the largest producer of leads. The problem with Internet leads is the conversion rate on them is less than 1%. Agents invest a tremendous volume of time working to convert buyer leads with a very limited return.
The reason the conversion ratios are so low on buyer leads is our approach. The strategy of most Agents is to send information to a prospect. Their hope is their information is better than the twenty other Agents who also currently possess the same leads.
Champion's Principle in Lead Follow-Up: Don't assume for one second you are the only person who has identified this prospect as a lead.
It amazes me how often Agents believe we are the only person who knows about this prospect's desire to move, even if we secured the lead from a less than the exclusive source. Every time we acquire a lead from the Internet, we must assume that a person has been to ten other Agents' websites, as well. It is not reasonable to believe that we are the only Agent who has the information from a buyer whose e-mail we just received or we met at our open house. It is also unreasonable to assume that an open homebuyer will attend our open house exclusively. We must assume they are gathering information from many sources.
As a typical Agent capturing or following-up on leads, we try to talk with them and attempt to build rapport. We capture these leads in person at our open houses; via e-mail when it's a web lead; over the phone for ad calls, sign calls, and floor time calls. We tenaciously respond to our web leads through e-mail. We offer to send them information. For lack of a better strategy, we send them "stuff"! We are holding out hope that our "stuff" is better than the "stuff" that ten other Agents are sending them.
Finally, we pray that someday all the stuff we sent them will help us gain an appointment with this lead. For most of us, we are relying on the volume and frequency of the information we send them to raise their desire to work with us. My friends, the truth is that the objective of an inbound ad call, sign call, floor call, lead follow-up call, or face-to-face encounter at our open house is the same. Plain and simple, the objective is to get an appointment. That appointment objective is not to show them homes but to conduct a buyer interview. Because we are so single-mindedly focused on building rapport and sending them "stuff", we often lose sight of the real objective . . . to get an appointment.
When we analyze the true differences between Champion Agents and other Agents in the business, the number of appointments makes the biggest difference. Champion Agents have more appointments than other Agents.
We must be able to convince the prospect on the initial call or initial e-mail that an appointment with us raises the possibility of them:
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Our advanced technologies for tracking consumer behavior give you the competitive advantage you need to be able to close deals faster, smarter, and not waste your time in calling forced leads other co..