In traditional marketing, we convert leads in a farm area by nurturing the farm, perhaps by mailings, going door to door, cold calling, and by implementing a targeted market image campaign. It is a predictable process. The nature of Internet business is very different.

In this new era, the consumer is on an empowered adventure to gather free information from the net in an unbridled manner. If they don’t find what they are looking for on one site, they go to another. There is no loyalty! This is quite different than the prospecting we did when we farmed a subdivision. This is due to the fact that viewers on the net may remain anonymous, yet they can gather facts and information, without ever talking to an agent or correctly identifying themselves.

That's why follow-up marketing to targeted prospects on the Web is very different, and frustrating to the agent or broker that is hosting a site. We are at a major disadvantage. The downside is that as agents, we cannot become a free information resource for addresses (to drive by), and directions. All this will do is consume our productive time. So it is an annoyance that on our Webs, a viewer can view our inventory; look up information on taxes and schools without ever giving you a correct name, phone number or e-mail address.

So how do we cultivate and identify leads like this? It is really easy, once you grade the quality of the leads. This is a basic rule of prospecting. We must first acknowledge and recognize that not every lead is a good lead.

Since most of my wife's and my business is generated directly from the Internet, our experience shows us that a hot prospect does not spend a lot of time trading several dozen e-mails, and wanting to chat on-line. They call by phone, or send you a detailed e-mail message. It’s that simple. Persons with a real need are not afraid to identify himself or herself to the company or agent, because they need answers now. The profiles of a hot prospect are predictable: short timeframe, has a strong interest, they need to make a decision, and get settled. Hot prospects, call or let you know they are serious. However, investors will also call you and demand free information without committing to work with you, but does that make them a high-quality prospect?

All potential clients have needs, but they may not be imminent or pressing. For the moment let's assume most Internet viewers are just curious or just in an information-gathering stage. They just are not making a decision this week. The reasons they are not a hot prospect may be a possible relocation to your area, an upcoming job interview in your town, renters in a lease, or a person anticipating a job transfer. So is it is not wise to spend a lot of time on these prospects right now. So how should you deal with these leads? Well, it isn't wise to: call every lead, respond by snail mail, show up on their doorstep with a pack of flower seeds, or place brochures cards on the door knobs of their homes. Traditional follow-up is not practical here, but nonetheless it is important to cultivate and work all leads.

Since the nature of the Web prospect lies in anonymity, we must learn to coax and entice them to contact us with a need of more information. You may even tempt viewers to sign up for free offers, (CMA's, decorating tips, buyer seminars etc., ) or to be placed on your free real estate e-news list. Be creative!

While most of us in real estate do not have a technical background, we can take comfort in the fact that we have sales skills. If applied correctly, we close more deals. The conversion of generated leads will be the most important ingredient for your real estate success. It is an ongoing process of building a productive leads list, or contact database, and eventually closing those leads. The process requires: patience, some technical knowledge, refinement of strategies, and applying your marketing skills, and ingenuity.

We all agree, that for a Website to be productive, it must be more than just a listing tool. Since the Internet is unfamiliar territory to most real estate agents, we need to think the process through. Here are some practical Internet suggestions to convert leads into sales:

1. Place full contact Information on your Website: office address, e-mail, and phone numbers.

   Why? Hot prospects call, they do not tend to e-mail. They want to talk to a live person, with knowledge. A toll-free number is a smart thing to have on your Website. Make it easy to contact you! Persuasion allows you to sell yourself, and build relationships. Encourage dialogue by: Web content, e-mail, and phone.

2. Increase the response rate of customers who want to keep in touch with you with a smart automated response system. Allow viewer to sign up or cancel for newsletters (opt-in / opt-out!)

   This will free up your follow-up time, and allow you to concentrate on quality leads. You must try to coax them into identifying themselves, (not annoy them) by asking questions, and offering assistance.

3. Utilize the untapped potential of monthly on-line newsletter, e-mail notes, or MLS listing updates to build a pipeline of interested prospects and customers.

   Ä This will also build your own market image as a professional, and keep your name in front of the potential clients. (Avoid joke lists!)

4. Services offered allow us to build a relationship with viewers that build value. Instead of selling products, fulfill needs.

   Testimonials from satisfied customers are powerful selling tools. They establish your credibility by proving you already delivered what you promised to other customers.

As full-time professional agents, we cannot panic and become frustrated when embracing new technologies, and advertising mediums. That just adds unneeded stress to our daily lives, and is counterproductive. We must recognize that we are the experts in our field; we just have to become familiar with the new mediums. The Internet and its technologies are just the vehicles we use to generate more business.    

Published: September 10, 2002

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Jim Crawford, ABR, e-PRO 500 is a Broker Associate with REMAX Greater Atlanta in Roswell, Georgia, where he and his wife, Ellen, work as a team in the northern Atlanta suburbs. His marketing ideas have been published in numerous trade publications and he is also an online real estate coach, with a self-tutorial coaching site for real estate professionals. Jim was a featured speaker at the November 2004 National Association of REALTORS® convention in Orlando, he also recently spoke at the Wisconsin REALTORS® convention in September 2005, and at the Atlantic Connection in Halifax Nova Scotia September 2006. Visit his website at RealEstateTechCoach.com, or e-mail him at .