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Today’s “In The Lead” show is all about getting more of your leads to say YES! Let’s face it, growing your lead conversion is one of the easiest ways to impact your salary. Here’s the question:
Colin from Top Producer asked:
Wondering if you had any content handy on “cracking the conversion code”?
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You’ve got two agents:
John converts leads at 1%
Richard converting leads at 5%
What does Richard know that John doesn’t?
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I love this type of question.
Here’s the deal:
Leads don’t convert themselves in 2015.
In fact, you’re lucky if leads even know you’re about to call them. This presents a pretty big challenge for agents looking to get started without huge referral networks.
How can you get leads that want to hear from you?
How can you boost lead conversion from 1% to 5%?
The following tips are all things I’ve found very useful when following up with any type of lead. To answer Collin’s question, I’m going to assume that both Richard and John have the same type and quantity of leads.
This will help us dig deeper and truly find ways to boost conversion.
Step 1) Execute On The Basics
When it comes to lead conversion, you must be following up to have any type of chance of converting that lead. This requires basic outreach to the lead via multiple channels.
Here are what I consider to be the basics for followup:
- Call twice on the first day. Once in the morning; And once in the afternoon
- Try texting the lead several times to see if they like that communication stream
- Followup with calls and emails daily for 2 weeks
- If still no response, place lead into a longer term nurture plan with once a week contacting
- Use social networks intermittently in your followup system.
This infographic gives a nice general overview of what this should look like:
Step 2) Have A Concrete Plan
The second step is largely related to the first point. 
You need to write down a followup schedule for every lead. And stick to it.
You do not want to go into ’emergency reaction’ mode the moment you get a lead. This will get you all emotional. And you’ll lose your strategy for contacting that client.
Take 3 minutes right now and write down your version of what I just outlined above.
Ok, do you have your plan?
Great! Now track your lead conversion with that plan.
The neat thing is once you get used to this mindset…you really can apply this beyond just new leads.
You should have a plan for every contact! Past clients should be followed up with in order to get testimonials and referrals. Buyer leads should have a unique plan. Investors should have a unique plan. Seller leads should have a special plan.
Step 3) Why Should They Talk With You?
Once you’re finished with the first 2 steps, it’s time to actually boost conversions.
…This is where most agents go wrong…
You need a convincing answer this question:
“Why should this busy person take time out of their day to answer your phone call?”
The answer to this question should inevitably be that you’ve helped them and already given them more value for free before you start to reach out. Your leads are not going to ever convert nearly as well if you aren’t priming them first.
What does this mean?
This means you need to give value to get commissions.
- You need to write free blog posts that educate buyers and sellers.
- You need to become a member of an association they care about.
- You need to have a website that markets their listings better.
Step 4) How Helping Real People Boosts Your Conversion:
Finally, the biggest thing to keep in mind while focusing on point #3 is helping real people.
It’s so tempting to decide that you’re going to write a helpful blog post. And then to write a blog post with no specific question in mind. What happens when you write content without a specific person in mind, is that it becomes very diluted and has the tendency not to be as helpful.
Where:
If you write a blog post to specifically answer some person’s question, you know you will for sure help that one person. And by default help a lot of other people.
The same goes when you’re cold calling!
If you approach each call without trying to personalize it, you won’t have as good of success!
Treat your marketing as marketing for real people!
Want a good example? Take a look at Coke:
Pro Tips:
Kopywriting Kourse – Want approachable way to study copy writing? Neville’s copy writing skills are second to none. You’ll never be bored while reading what he has to say!
CopyBlogger CopyWriting 101 – This is an excellent course for agents looking to up their copywriting skills.
Email Scripts – Need email scripts for your followup program? They have several here that could work for most agents.
Quote Of The Day:
“Real People Convert To Clients Better Than Stick Figures.”
When it comes to conversion, focus on marketing tactics that are designed for real people. Don’t create marketing ideas out of thin air for target audiences you’ve imagined.
What do you think?
Are you struggling with conversions?
What’s your #1 pain point? Let me know in the comments below and I’ll give you my 2 cents on how to fix it! – Tyler