Six is the “magic number” when it comes to converting online leads, according to Wendy Forsythe, head of global operations at Carrington Real Estate Services.
If you call or text (or both) leads using six scripts within 24 hours of receiving an inquiry, you should make contact with more nine out of 10 online leads, said Forsythe in a presentation at Inman Connect San Francisco on how to convert online leads.
Here’s her gameplan.
Contact attempt no. 1 (made as fast as possible):
Introduce yourself and the company you work for; thank the lead for the inquiry; mention the property the lead asked about; mention where the lead made the inquiry from (e.g. brokerage website, Zillow, realtor.com, etc.); and note that you’ll call again in a couple hours if you don’t hear back.
The voicemail you leave or the text you send might look like this:
“Hi, this is Wendy Forsythe with Carrington Real Estate. Thanks for your inquiry on 123 Main Street.
I’m calling because of the request for more information you made on my website.
You can call or text me at 555-555-5555. If I don’t hear from you, I”ll give you a call back in a couple of hours.
Mentioning the address of the property a lead asks about as well as where the lead made the inquiry from can increase response and engagement with leads “dramatically,” Forsythe said.
And, she added, noting that you’ll call back if you don’t hear from a lead helps set expectations for the up to five more calls and texts that could be coming their way.
Contact attempt no. 2 (two to four hours after first attempt)
Open the voicemail and text (or both) in the same way you did the first time around.
But close with this hook: “As you’re likely aware, properties are selling quickly in today’s market, so I want to make sure you get the additional information you were looking for on this home.”
Forsythe said that, “when the lead hears that on the other end that is creating a sense of urgency.”
Contact attempt no. 3 (four to eight hours after first attempt)
This time, slip in the line, “I have some important updates I think you might be interested in,” after the boilerplate you used in your previous attempts, she said.
Updates “can be any number of things,” Forsythe said, including offers made, showings or the scheduling of an open house.
Contact attempt no. 4 (eight to 12 hours after first attempt)
Close with the statement “I’d be happy to answer any questions you have and assist you with your real estate needs.”
If a lead hasn’t responded at this point, chances are the lead isn’t exactly ecstatic about the property the lead originally inquired about, Forsythe said.
So let the lead know you’re able to help them with anything real estate-related, she said.
Contact attempt no. 5 (12 to 18 hours later)
Don’t bother mentioning the original property of interest or the source of the lead’s inquiry this time.
After introducing yourself, say, “I’m sorry we haven’t been able to connect but I did want to make sure I responded to your inquiry,”
Then sign off with: “It’s important to me to respond to all inquiries about real estate that are directed to me. I hope your real estate search is going well and would be happy to help.”
Contact attempt no. 6 (18 to 24 hours)
Note that you’ve tried to reach the lead a number of times and cap off the whole sequence with: “If you’re still looking for information, please let me know, and I’d be happy to help,” Forsythe said.
