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Turning Internet Leads into Real Business


Real Estate Lead Management

Many internet leads that are generated by websites are lost, marked dead or simple thrown out. Why does this happen? As I travel the country I find that lead management is still a big problem with many.

Research has proven that when a consumer contacts you by email, they want an immediate response. NAR statistics tell us that the first agent to contact them has the best chance of becoming their agent.

The reality is that the online consumer may not be ready to commit right away, so we give up, lose interest or don’t have systems in place to keep track of them to convert them. When they enter the actually buying stage, that is when they need you. And that may be more than a year! So be patient.

The solution is pretty simple. Here are some steps to get you started.

1. The goal of lead management is to find that next prospective buyer or seller. Period. To get the appointment!  Stop worrying about anything else. Concentrate on getting the appointment and the rest will follow.

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How do you get an appointment from an internet lead that will not engage you ask?

2.  To get that lead to want to talk to you, you must create an amazing experience. What would make someone want to work with you?

  • Detailed information on your site for their situation – so when they go online at 9 p.m. they can find everything they need so they don’t go somewhere else.
  • Instant email sent after contact with them. This in depth information can be on you and the community they enquired on. Could this include blog posts, or video? Sure!
  • Instant response to their inquiries via email or text messaging. Don’t make them wait.

Assign each lead a category, you know, A, B, C or hot, warm cold. Spend most of your time on the hot leads of course but set up some type of system that sends helpful emails to the warm and cold leads very week or two. Also include information on homes that fit their criteria.

Every email you send can be automated in a drip email campaign. They are available through a variety of companies. There are 3 rules to remember. You need to be able to show value to the client, follow up right away and be able to attach an activity plan and let the system do the work.

All email must be permission based and based on sound marketing principles. What does that mean?

You must include in each email an “opt out” line at the bottom  of the email so they can unsubscribe at any time. That makes it permission based.

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What are sound marketing principles?

  • Employ high frequency until they remember you.
  • High impact message to build a relationship
  • Make it easy to contact you with a call to action

Technology is essential to keep in touch, but please remember this, real estate is still about the personal touch – a people business.

  • Get back to people quickly
  • Listen and respond professionally
  • Do your homework

Think about your are managing your leads, and think about ways to do it a little better.

Next post – Using Microsoft Outlook at a contact management system

Written By

Amy is a national technology speaker who can inspire, train and help people implement technology strategies into their business. To find out about her training, coaching or webinars visit her website at



  1. Tim Hurley

    May 10, 2009 at 9:58 am

    This is a great read! It’s funny, I had just read it after contacting 20 of my leads with something I thought they should know. Big thanks!

  2. teresa boardman

    May 11, 2009 at 6:28 pm

    I learned long ago not to chase internet ‘leads’, the conversion rates are very low. I am not sure what to call the people who come to me but they are not leads.

  3. Louise Scoggins

    May 12, 2009 at 10:31 am

    A high percentage of my business comes from internet leads (prob close to 20 closings in 2008), and the advice in the column is exactly right. Follow up quickly with useful information, and set up some sort of follow up system / contact management program to keep in touch with that lead. People much prefer email contact these days, so the trick is being the first one to email them back. Great post Amy! You hit the nail on the head.

  4. Atlanta Real Estate

    October 9, 2009 at 8:59 am


    Great post. The fact that it gets only three replies means the jobs of folks like you and I are probably safe for now.

    All these realtors out there looking to get online, use twitter, facebook, websites, IDX, etc., to generate business need to realize that that’s the the first step.

    What happenes after the lead capture is when the runner hits the road.

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