From Conversation to Conversion – Strategies that Work

— Michele Watson

Much of our energy as real estate professionals goes into figuring out how to get in front of more clients. How to be involved in more transactions in our markets, and how to get that first call when someone is looking to buy or sell.

Equally important, however, is what you do with that call or conversation once you manage to get it. In 2019 let’s remember, too, that many of those conversations aren’t on the phone. They occur through social media, email responses, text messages, LinkedIn connections, Facebook messenger, etc. And each comes with their own set of protocols, expectations, and best practices.

Here are some thoughts from the experts at Weichert Franchising on both old and new strategies for making the most out your opportunities, however they come to you.

In 2019, Consumer Attention Spans Continue to Shorten.

Most people will recognize that this has been going on for most of the last decade as the generation raised in all things digital has come of age. This phenomenon has set the bar for responsiveness in the real estate industry ever higher and expanded the number of ways in which effective brokers and agents must respond.

Response time is King – Studies by NAR and others have shown that conversion rates drop significantly  when lead response takes over 5 minutes.  With over 50% of new home buyers reaching out through online inquiries, systems for reaching an agent require a responsiveness that many brokerages are not prepared to handle.

One way to compete, is to team up with a resource that is equipped to receive and respond to leads in a way that meets today’s expectations. Weichert has always placed a value on consumer responsiveness. Even in 2002, when it set up its first national call center, it knew this was critical to the sales process. This service is an advantage to both its company-owned and affiliate offices. Today, this fully integrated lead system continues to attract leads through its online advertising strategy and web presence, respond quickly to inquiries and then qualify them before passing them to an agent. Our national call center responds to all calls, queries, emails and forms that come in through the website within 3 minutes. During this processes these leads are professionally screened and routed to a live agent. With our newest technology, lead information can be populated directly into the Weichert CRM for immediate access by agents to manage. Systems like this insure that no lead opportunity is lost in the journey from lead to client.

Leads Don’t Just Call or Email Anymore

In all kinds of sales there is an old adage, “think before you dial!” With so much opportunity coming in through social media and other digital and mobile sources, the adage certainly needs an update, but the idea is the same. Working leads through social or mobile sources can take some time to bring them to the point of committing to a phone call or even giving you’re their contact information. It could take 8 or more attempts, so persistence is important. On this journey, an agent’s ability and willingness to provide genuinely helpful advice and information will help establish credibility and trust. Agents should be mentally prepared for these interactions, just like a phone call, respecting both the channel of contact, as well as the nature of the outreach.

This means coaching your agents to have good social media profiles, response scripts if they need them, a CRM to record contact activity and mobile connectivity to respond and provide service promptly. A franchise partner like Weichert helps brokerages with the right systems, technology and coaching to compete.

Being prepared to handle both traditional phone and email requests, as well as social and digital leads puts your team on the path to a conversion strategy that leaves no lead behind. No matter where the lead comes from, your agents should always have one goal in mind – asking for the appointment.

How Does Your Conversion Strategy Compete?

How much are you investing to attract leads? How quickly are your agents able to respond to leads? Do you offer them a way to track their contact activity? Do you have online content to help them nurture social and online leads? It can be daunting to try to pull it all together on your own, but a franchisor such as Weichert can offer your brokerage a one stop shop to help your agents compete. Bring your local expertise, plug into our systems and enjoy the results. If this sounds like something you would be interested in for your brokerage, contact Weichert Franchising today at 877-567-3350 or go to for more information.

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