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Don’t let leads slip through your fingers

Lead management, agent training and buy-in are keys to conversion

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SAN FRANCISCO -- Brokerages can't get the most out of the leads they generated from their websites and other sources if they don't have a program for managing those leads and getting them into the hands of agents who are skilled and dedicated enough to convert them.That was the consensus of a panel of brokers and the co-founder of a property search site that provides leads to brokerages, during a discussion Tuesday at Real Estate Connect San Francisco.At San Diego-based Century 21 Award, agents who want to participate in a new lead generation program go through a selection and training process that's almost like interviewing for a job, said Jason Lopez, director of interactive business development.The brokerage -- which has nearly 1,100 agents all over Southern California -- looks for service-oriented agents who have the persistence and relationship-building skills to convert leads over a period of weeks or months -- typically 60-120 days, he said.After completing a 30-day training pro...