By Lolly Spindler
So far in the Lead Series, we’ve discussed types of leads and how to generate, capture, nurture and qualify both short and long-term leads. So, now that you’ve moved some clients down the pipeline, how do you close them? Here are some quick tips for closing internet leads.
As we discussed in “Nurturing Your Leads to a Shorter Sales Cycle,” speed throughout the online lead process is crucial. People who submit internet lead forms expect a response within five to seven minutes after hitting the submit button, so call your leads as soon as they come in! It’s also important to give timely responses to any inquiries the leads you’ve captured have—don’t leave any leads on the backburner just because they’re not in the month-out-from-closing time frame.
After making that first, fast contact, follow up is essential to moving your leads through the pipeline. The average agent makes 1.29 follow-up calls, but it normally takes six to eight calls before a customer feels ready to move forward with the home buying or selling process, so be patient. Additionally, consistently following up with leads is the best way to gauge if they are closer to closing.
As we covered in “Staying Human Online,” keeping that human touch is key. Interact with your internet leads not as online robots, but as people. Take a vested interest in their lives and keep an eye out for personal milestones. The more personable and attentive you are, the easier getting them down the funnel will be.
Sense of Urgency
Like we discussed in “Long-Term Lead Care for Agents,” the best way to get clients closer to closing is to nudge them into action. You want to create a sense of urgency, not scare them, so don’t make it seem like if they don’t buy or sell right now they’re missing out on a huge opportunity; this may deter them from closing completely. Instead, provide your leads with current market reports, comparative market analyses, trends and predictions, making sure to emphasize the information that has the potential to encourage them to take action. Furthermore, always back up your nudges with legitimate, accurate and current information. This will reinforce your position as a reliable source of information.
If you are quick to act, patient, personable and able to create a sense of urgency, closing internet leads will be much less headache-inducing than you might expect.