These days, everyone is talking about online leads. Yet despite the hype, online leads only account for a small percentage of most agents’ business. This doesn’t mean that online leads are a bust, however: in fact, 1 in 10 agents get 46 percent of their prospects online, and close three times more of those leads than the average agent.
“Is [your technology] a good experience for your clients? If it’s easy for you and not easy for your clients, you shouldn’t be using it.”
This begs the question: why are most agents struggling to find and convert prospects online? The problem may be the execution. For instance, a 2015 study found that nearly half of buyer leads never received a response from an agent or broker. (This may have something to do with the fact that many agents aren’t fully leveraging their lead management tools, with two in five users employing less than half of their CRM’s features.)
So, what can agents do to improve their online lead generation? For standout agent Alyssa Hellman, it all starts with great training.
“We don’t feel real estate education has to be in a dark, dingy classroom,” says Alyssa, who runs the GO School at Better Homes and Gardens | Go Realty in Raleigh, NC. “We want to make it a really memorable and good experience for the students so that keeps them coming back.” That experience involves combination of first-class facilities and tech-forward teaching methods. Of course, innovation is the norm at Go Realty, which has grown rapidly since its founding in 2010.
At 28, Alyssa has already accomplished more than many agents: she’s a regular speaker at Inman Connect, and runs Go Realty’s in-house online lead generation and conversion program in addition to her work at the Go School. It’s no surprise that she was named to REALTOR® Magazine’s 30 under 30 list for 2015. Yet despite her achievements, Alyssa never forgets why she got into this business. “I don’t want anything to be ‘just a transaction,’” Alyssa told us. “I realized when I began in real estate what a profound impact it had on my clients, just listening to them.”
In this interview, we sat down with Alyssa to talk about being yourself on social media, speaking your prospects’ language, and why patience is often the key to converting more leads.
Published February 2, 2016