8 minute read
A STEP-BY-STEP
A Step-by-Step Guide to Converting Internet Leads to Real Life Sales
In the era of apps, instantaneous social platforms, and text messaging, it’s little surprise that the modern homebuyer begins his or her search for real estate representation online. Even if you’ve got a top-notch website or an influential social media presence, how do you connect with web surfers who have yet to commit to the services you offer? Take a look below to learn a few key techniques to bridge the gap between digital interest and real-world sales. RESPONSIVENESS IS KEY
Like it or not, our digital culture relishes immediacy and instant gratification. With that in mind, be sure to stay on top of online interest forms, e-mails, or newsletter signups. Don’t let an online lead go to waste by taking too long to engage and follow-up. Things move fast, and it’s easy for potential clientele to forget which websites they’ve visited. Even if your lead isn’t ready to commit then and there, you demonstrate your
accessibility and attentiveness by following up swiftly—a characteristic anyone would seek in an agent or lender.
ENGAGE WITH OPEN-ENDED CONVERSATION
When online back-and-forth goes stale, communication drops off quickly. If you’re following up via e-mail, social media, or text, be sure to keep topics focused squarely on the potential client. Ask open-ended questions to give your lead the opportunity to loosen up and engage on a personal level. There’s no better way to cement a digital lead than to take a pointed interest in the specifics of their situation. Doing so transforms the impersonal invisibility of the internet into a true connection.
GIVE ADDED VALUE
Plenty of businesses send impersonal, automated messages in response to an online inquiry, but establishing a true connection may mean providing your lead with something of value. Perhaps you’re forwarding a property for sale that fits the interests of your lead, or a relevant article, or maybe you take the time to send a personal message—demonstrable value and a personal touch separate your follow-up response from spam. Other ideas to consider when adding value to your follow-up technique: incorporate area promotions and access to local events, make a date for coffee, or offer a brief consultation free of charge to make the first move.
DON’T STOP MAKING CONTACT
If you don’t connect with your internet lead right off the bat—don’t be discouraged. It often takes multiple tries before a follow-up interaction sticks. Folks are busy and frequently flooded with e-mail blasts and junk mail. A lead may not engage without a little prodding that shows you’re committed to their business. Remember: it’s the squeaky wheel that gets the grease.
Digital leads don’t have to be difficult to capture. The internet plays a powerful role in funneling modern clientele your way, but in order to take full advantage of the web’s reach, you’ll need to tailor your follow-up technique. Mastering the fundamentals of digital communication is the first step to converting digital interest into concrete business. Keep these tips top-of-mind as you build your online presence and mine the vast world wide web for an endless wealth of clientele. Earning a command of digital lead conversion is the surest way to bolster your business in the ever-evolving digital era.
KEN RILEY
Coming from humble means, Ken Riley built a name for himself in Chicago by opening and owning a successful retail business for 25 years, reaching a point where he was working with local newscasters and even Mayor Richard Daley. Along the way, Ken began dabbling in real estate. After settling down in Arkansas, he decided to apply his life of professional experience and attain his license. Today, he is a Realtor for Century 21 Woodland, where he services clients all throughout Eureka Springs, the area in which he is an expert. “I know my area and cover it well,” he says. “Out here, I listen to my heart so don’t have to wait for my gut reaction.”
When listing a home, Ken believes strongly in the power of marketing. Preferring a diversified approach, he shares his clients’ homes over targeted digital and social media campaigns, extending their reach all across the nation. Meanwhile, he advertises his listings in newspapers and publications throughout the state—and beyond.
An expert at guerilla marketing, Ken also employs a variety of strategies to stay on the cutting edge of his industry. For example, in each of the past six years, he has given away at least 2,500 daffodil bulbs yearly to his town and the surrounding areas. Blending community mindedness with savvy outreach, these flowers have helped introduce him to a variety of new clients every spring. Elsewhere, he buys the back page of his local newspaper for COVID affected businesses to have a place for their ads at no charge. Ken is equally driven for his buyers, leaning on his years of experience to guide them through all the nuances of their transaction. An advocate for his clients, he tries to remain in touch well after closing, reaching out through phone calls, personalized notes and the occasional gift. From start to finish, though, he always places the utmost value on open communication and integrity. “Honesty is at the heart of every decision I make,” he says. “In real estate, you should always do what you say you’re going to do; that’s what’s best for your clients. After all, I’ve got to be able to sleep at night.” Over the years, Ken has earned an outstanding reputation throughout Northwest Arkansas. He also takes pride in collaborating with other agents, believing that we get further in life if we work together. When examining the keys to his success, he returns to his background in business. “While running my retail store in Chicago, I came to realize that my best resource was my employees,” he says. “Beyond that, I’ve learned more from people who have complained than from those who said everything was fine but were never seen again.”
Outside his career, Ken is active in his community. Currently, he serves as Vice President of his local Board of Realtors, and previously he has been on the Board of Eureka Springs’ Downtown Network and other local organizations. When he’s not giving back, he can be found gardening, a hobby that dates back to his years in Chicago.
Going forward, Ken has strong plans for the future. As his volume continues to grow, he will maintain the same standards of service that have cemented his strong reputation. Most of all, though, he can’t wait for the new
Century 21 Woodland, 170 West Van Buren, Eureka Springs Arkansas, 479-253-7321
connections and opportunities that lie ahead.
To learn more about Ken Riley email kriley479@gmail.com, visit www.eurekaspringsproperties.com or call (479) 244-6258
CODY ROGERS
While his parents were selling their house about a year and a half ago, Cody Rogers became very interested in the transaction. Eventually, this led him to pursue a career in real estate. Cody frequently asked questions and gave suggestions to the broker who was working with them, and she asked, “Are you in real estate?” Soon after, they had a meeting and she hired Cody to be the office manager. Within a month, Cody decided to get licensed as a Realtor and has now been working in the industry for about a year. “I latched onto it pretty fast,” he says, and he primarily serves the area North of Boston, MA.
With the vast majority of his business consisting of referrals, it’s clear he’s going above and beyond expectations. He values creating strong, personal relationships with each of his clients and they truly appreciate it. Cody says, “I want them to be comfortable with me, I don’t want them to feel pressured.” Cody’s clients can be honest with him, which allows him to help them achieve their dreams. He says, “I like to keep that friendship with them past the closing table,” which he does through social media, emails, texts, in person, and FaceTime calls. Cody is also very passionate about marketing. “I’m really hands-on with the actual photography and the video,” he explains, and he primarily uses social media to spread the word about his new listings.
Whether he is working on marketing properties, building relationships with clients, or negotiating the best deal, Cody always goes above and beyond, and his clients can tell. One client shared in a review, “Cody helped represent me during my first home buying experience. He was incredibly professional, communicative, and helpful throughout the entire process. He made himself available on a whim when needed, and was incredibly insightful throughout the process. What I appreciated most was the pacing at which he helped set for the home-buying process - not once did I feel pushed into anything, and Cody created an atmosphere where I could be upfront about places I was / was not interested in.”
Because Cody has lived in North Reading, MA for most of his life and his parents were involved there as well, he has become an integral part of the community. With his brokerage, Cody regularly helps run events and drives, including providing meals for first responders and donating a portion from every sale to the food pantry. In his free time, Cody enjoys working out and staying active, going outside, and spending time with friends and family. “I always like to be out and doing something,” he says.
Cody says that his favorite part of working as a Realtor is making the connections with clients, so it is no surprise that he wants to get to know even more people and serve them in the future. He hopes to get outside of his sphere of influence as his business expands. Additionally, Cody hopes to get into developments and flipping houses, which he watched his dad do for years and now feels would be a good fit for him as well. When Cody first pursued real estate, a broker saw potential in him, and today, his clients and the entire Realtor community are seeing that potential transform into success.
For more information about Cody Rogers, please call 508-468-7891 or email Cody@FarrellyRealty.com
