We have created a property tracker in the previous step so now it’s time to follow-up and see if we can convert the lead into a client.
You already set up a CMP (Client Marketing Plan) for the client, and between that CMP and the Property Tracker, the lead will be seeing emails from you daily. Along with that, the CMP may have some specific days where it prompts you to review the lead’s activity.
The idea is to see if the lead is opening up his emails, and clicking on some homes. Each time he does this, you should have the system set to notify you (see Notifications | Preferences). Then, when you find out that the lead is looking at certain homes, you have a perfect reason to call or email and ask how you can better help. It’s not rocket science. But does take a bit of a plan to provide the right work at the right time to complement everything that is happening for you automatically in the Property Tracker and the CMP.
Here are some specific tips:
1. Log your communications in the Communication Log. The communication log will automatically detect when you send or receive an email to the lead’s email address. These communications will appear in the Communication Log, visible from inside the Contact page on the Tab Bar. But if you have a telephone conversation with the lead, you’ll need to log this into the Communication Log yourself.
By keeping the Communication Log up to date for the lead, you’ll be able to pick up the conversation right where you left off last time. Even though you may eventually have dozens or even hundreds of leads in your system, you’ll be able to make the lead feel like they are the most important client you have!
2. Check each lead’s Property Tracker activity regularly. You can set your notification options to have Peak email you each time your lead clicks on a home, or performs other important tasks. You can also review each of your leads on a regular basis, and see if they’ve been opening and using the Property Tracker. A lead who checks his Property Tracker daily is well worth some extra time to call, write a personal email, or both!
3. Customize the CMP on the fly to take advantage of opportunities as they come up with each lead. If your lead calls you, the conversation may take you in a different direction than the CMP realizes. For instance, your lead may have just set an appointment with you to see houses on Saturday, while your CMP may have a follow-up email scheduled for Thursday that says “how are the homes I’ve been sending you”. This would generate a real “disconnect” in the lead’s mind, and make it look like you forgot about Saturday’s appointment! Any time you have a real conversation with a lead, whether by phone or by email, review any CMP’s that are running to be sure the next letter or letters are appropriate. You can delete the next letter entirely, or you can edit it to say something more pertinent and appropriate. These changes will apply only to that one client when you make them from inside the Client | Client Marketing Plan page.
4. Stay the course! Don’t be tempted to drop a client who doesn’t open his Property Tracker, and who doesn’t respond to your emails. The truth is it takes a lot of repeated effort on your part to earn some folks’ business! The CMP’s and Property Tracker can keep you in front of the client with a minimum of effort, so let them do that. If the time comes that the client is ready to reach out to take the next step, you’ll be happy that you left him in the system.
And just a reminder–Peak can’t send your email unless you set up your email identity correctly! You should have done this in your training class, but if you need help you can reach the national office or attend one of our classes on the topic. When you set it up correctly, any bounce message will come back in to your normal email account, so you’ll be able to respond appropriately. And if your client replies to any of your emails sent from Peak, that reply will come in to your regular email “IN BOX” as well.
Does “More Leads” automatically mean “More Sales”?
Most agents believe that the more leads they have the more successful they will be. And while this is true to a point we find there is a diminishing marginal return to the leads that agents receive. Why is this? The true key to success with leads is not the number of leads coming in, but rather the followup and contact which you do with the leads which will eventually lead to a sale. Property Trackers and the automatic drip emails from the CMP’s are part of this. But remember that your personal touch, through customizing CMP emails, writing personal emails, and of course, making phone calls will really set you apart and assure you the highest possible returns from your leads.
Sales statistics state:
- 48% of leads generated never get contacted by an agent at all!
- 25% of agents will make a second call
- 12% of agents will make a third call
- Only 10% of agents will ever make more than 3 calls
Three personal contacts (over and above all CMP’s and Property Tracker emails) to a lead seems pretty easy with this system, wouldn’t you agree? You could be part of that 10% right? Great! But remember that what makes you part of the top of that 10% is the entire followup plan and combination of trackers, emails and calls. Because here is what we also know.
- 2% of sales are made on the first contact
- 3% of sales are made on the second contact
- 5% of sales are made on the third contact
- 10% of sales are made on the fourth contact
- and 80% of sales are made on the fifth to twelfth contact
Success is not purely a “numbers game” based solely on the number of leads you receive. In fact, far from it. Success is a result of being on purpose and on track in your use of the systems provided. Remember that your internet lead came to you thinking that he or she was merely searching to see a house on the internet. Make it your mission to show them that they found something even more important than that–they found a top agent, who will invest quality effort into helping them reach their goals. They found YOU!