Try to cover the five key points in your first conversation with an online lead, said Veronica Figueroa, broker-owner at Re/Max Innovation in Florida. The broker’s real estate agents use the LP-MAMA script, which ensures every conversation covers location, price, motivation, approval, mortgage and agent. Ideally, it should also finish with a scheduled appointment.

SAN FRANCISCO — Try to cover the five key points in your first conversation with an online lead, said Veronica Figueroa, broker-owner at Re/Max Innovation in Florida.

The broker’s real estate agents use the LP-MAMA script, which ensures every conversation covers location, price, motivation, approval, mortgage and agent. Ideally, it should also finish with a scheduled appointment.

Figueroa, whose real estate team‘s numbers have doubled since last year, puts this down to responding to inquiries within the optimal five minutes.

Her business has a concierge manager rather than an inside sales agent (ISA), and she is in the process of implementing a backup “mini-ISA,” she said.

Each team member receives 35 to 40 leads a month.

As well as using BoomTown for client communication, Re/Max Innovation texts leads through MightyText, which allows the business to send out multiple texts to different people.

“We can hold multiple conversations at once, manage external messages with multiple clients,” said Figueroa.

The broker’s message is to stay committed.

“They might not be ready now but can continue to follow up,” she said.

“You want to be a trusted resource; you will see so much benefit from that,” she added.

Sara MacLennan, marketing director at Liv Real Estate in Canada, is seeing a conversion of 10 percent of online leads currently in her business.

MacLennan’s favorite script to someone who hasn’t been responding to attempts at contact is: “I just want to check in make sure you don’t have any more questions. I would never want to drop the ball.”

The common response is an immediate, “Oh no, you haven’t dropped the ball; I was just busy.” And the conversation begins.

Send something of value with every email, is MacLennan’s advice.  If a client has asked about a property, a couple of days later, see if they want to see similar properties, recent sales in the area or a property report.

“Give them more value,” said the marketing director.

Meanwhile, Katie Secrest, senior marketing manager at mortgage start-up Sindeo, added: “We try to personalize as much as we can, using variable tags, talking about the property address (if relevant), putting emojis in subject lines.

“We might add an offer to provide a home evaluation, or if they are a buyer, to hook them up with a lender,” she said.

Sindeo can design its emails to clients so they are set up to say “sent from my iPhone” — even though they are coming from a computer.

“It feels like a text from your phone — that you are so on top of it doing it, you are sending it on the fly,” said Secrest.

Email Gill South

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