Ring in the Sales had the chance to speak with founder of Icon Coaching, Shon Kokoszka, who shared some great information about the most common lead conversion mistakes that agents make. Here’s a little sample of our conversation:
Ring in the Sales:
Shon, you mentioned that you’d have to be an idiot not to recognize the traits and the habits of successful agents. What do you mean?
Shon:
Well, let’s ask a question: why are some agents getting a massive ROI on ad spend, while others experience a negative ROI? Undoubtedly, it’s due to their lack of ability to convert the leads that they’re generating. And there’s really five reasons why realtors are experiencing that negative ROI. The first reason is all about response time. It’s all about speed-to-lead in today’s world.
Part of the challenge is leads have developed the ability, through digital marketing efforts and companies like Zillow and Trulia, to self-identify way earlier in the process than they ever could before. So, they might fill out a web form at two in the morning, with no intention to buy a home or list their home for at least 12 months. Yet, that realtor gets that lead and gets excited — they attempt to reach out to the lead and the lead doesn’t respond, and then we throw it in the can. But recent research suggests that if you attempt to reach out to these leads at least six times, then your conversion rate associated with that prospect increases by 900 percent.
To hear the rest of Shon’s helpful lead conversion advice, check out the rest of the podcast here.
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