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Creative Lead Capture

BY Kris Beldin

Of all the qualities successful real estate agents possess, two probably stand out above the rest: lead capture and conversions.

Often, in order to capture leads, agents require potential clients to fill out a Web form in order to peruse the real estate listings. What many agents do not realize is that requiring potential clients to provide personal information automatically cuts their potential lead pool down by more than 60 percent (Statistical Research, INC.).

Besides the expertise and negotiating skills real estate professionals offer the public, their property listings are the next most valuable. By providing potential clients with access to the listings, agents take the first step to gaining the potential client's trust. Marketers call this the reciprocity principle; this notion is founded on the premise that when given something of value, people often feel obligated to give something in return. In the real estate industry, potential clients give their business in return for access to the listings.

Although this concept does require some risk, there are ways to better ensure that Web site visitors provide contact information. (In order to implement any of the following creative lead capture techniques will require you to modify your Web site.)

1. Allow visitors to save their property searches. This is a great way for you as the agent not only to capture a lead, but also to have a solid idea of what the potential client is looking for. Setting your Web site up to capture this information and then pass it on to you also saves you time searching for the ideal property to acquire the client.
   
2. Schedule home tours through your Web site. Not only does this method net you a strong lead, it again saves you the footwork and research needed to try to find the ideal house to meet your client's needs.
   
3. Have Web visitors leave feedback for your Web site. Look at this as a free focus group. Letting visitors browse your site and your listings and then leave feedback after their experience can provide you with a lead and a list of things to be changed on your Web site to improve readability and user-friendliness.
   
4. Offer your expertise advice. Granted, this is what real estate professionals do already. However, providing advice and expertise that could potentially help a home buyer find their dream house is certainly a step to gaining potential clients' trust. This method would require a simple "Need help? Ask an expert" button and then you could share your expertise on a wide variety of real estate topics.
   

These suggestions are by no means exhaustive. With technology and human ingenuity, the possibilities are endless. The bottom line is this: successful lead capture is all about trust. The more ways you find to build instant trust with your potential clients, the more chances you have of finding success.

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