How do you turn a lead into a client? This is one of the biggest questions in any real estate profession. There are a plethora of articles and professional blogs who give sound advice on obtaining more leads through online and offline efforts. But converting those leads into paying clients takes a careful and strategic effort.
Be Knowledgeable – Your leads will want to know if you are knowledgeable in your area of expertise. Be sure you are able to display your knowledge without showing conceit or being condescending toward your potential client. Explain things in layman’s terms. Describe through metaphor. The better you can answer questions the more likely your leads will turn into clients.
Be Unique – There are plenty of real estate professionals in your area of expertise for clients to choose from. Show your leads why you are unique. In business this is known as a Unique Selling Proposition, and is the reason why leads should choose you over the competition. Have a unique real estate focus. Fill a specific niche. Cater to particular types of clients. You will have a better chance at converting quality leads into clients with your unique proposition.
Follow up – It is true that most leads do not become clients on the first contact. That is why follow-up is extremely important in solidifying the sale. After you have made first contact, either in person or through an online message, be sure to mark your lead for follow-up. Try to follow-up within the first day. Then once a week for at least a month. Don’t be pushy, but assert your expertise and unique selling point about how you can solve a lead’s problems and create solutions for their needs.
Call to Action – Closing the sale. In order to get a lead to become a client they must make the choice. Sometimes it is as easy as simply asking them to be your client. Other times it may require more tact and deftness. But in any case, you must provide your lead with a clear call to action and give the next step they must take in order to benefit from your service.
