BrokerageIndustry News

Future of real estate: Lead Conversion 2.0

Part 3: Hot strategies from Real Estate Connect

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

(This is Part 3 of a four-part series. Read Part 1, Part 2 and Part 4.) There's been lots of press about "Internet 2.0." Internet 1.0 was about content and creating "stickiness" on your Web site (i.e. having people stay on your site to read your content.) Internet 1.5 was about lead generation. Today, Internet 2.0 is the transition from lead generation to lead conversion. The real estate industry has always been proficient at generating leads. The biggest challenge facing us, however, is how to convert those leads into signed business. The California Association of Realtors in its annual study of Internet buyers and sellers reported that 48 percent of the Internet leads are being ignored. There are several explanations for this situation. First, Internet leads can take up to 18 months to incubate. This poses a significant challenge because most agents and companies lack the necessary systems to incubate leads for this length of time. Furthermore, the concept of incubating leads ...