Online Lead Generation: 7 Days of Love

Real estate agents can use a variety of online lead generation methods to find people who might want to buy a home. Online leads are important for real estate agents because they provide a cost-effective, targeted, and convenient way to reach a wider audience, build a strong online presence, and connect with potential clients who are interested in their services. 

Our team has recently increased its focus on online leads, particularly in this market. Yes, the "homes for sale in... [any area]" Google search has decreased significantly nationwide by about 15% since last year. However, people continue to buy houses.

Now consider the following. Typically, we have the following online lead sources:

• Facebook lead ads
• Instagram lead ads
• Google PPC (pay per click)
• Portals (Realtor.com and Zillow)

Because we constantly see Realtor.com and Zillow in Google ads, we are aware that they are participating in the online leads game. 

So, let’s picture a funnel. And at the top of the funnel, you have all of these leads coming in—Facebook and Instagram leads are typically more affordable, but they take a lot longer to close because the intent is not as strong as for Google. 

Google PPC comes next in that funnel. Although the intent is very high, it costs more than leads from Facebook or Instagram. You will find advertisements on the first page of results if you type in "homes for sale in Los Angeles." That advertisement section typically has three to four spots.

More often than not, you’ll find Zillow in that spot, alongside Corcoran, Toll Brothers, and Realtor.com, just to name a few.

Zillow is using PPC to play the Google game, which is how they appear in the top positions (on the first page) of your Google SERPs (search engine results pages). If you click on the Zillow ad, it will direct you to a landing page that contains all of the LA listings on Zillow.

I want you to give this some serious thought: If this is how Zillow obtains its online leads and it is successful, then what is to prevent you from doing the same?

We've also been doing this for years. I am paying Google $16 per lead through a company called Ylopo. Compare that to the $500 I would pay Zillow or Realtor.com for a lead in my neighborhood.

Why are online leads not working for you?

People frequently complain that online leads are bad and that the buyers that come from them are dishonest, but take a moment to consider how you will approach these leads when you call them.

Chris Voss, the author of Never Split the Difference, says that in a conversation, seven percent of the time, people are listening to what you are actually saying. Thirty-eight percent of the time, they are listening to your tone, and for the remaining 55%, they are watching your body language.

Your tone is most important if you can't read body language because you're on the phone. A lot of us miss out on that energy when talking to other people.

So keep that in mind when you consider how online leads may be a waste of time.  Because it works for us. Just like it works for big companies like Zillow, Redfin, and Realtor.com.

Our top two sources of closings are online through Google PPC and referrals from previous clients in our industry. 

Where you win is the same place where big names in real estate like Zillow, Redfin, and Realtor.com are spending their money on - Google - the most visited website in the world.  

When you reach out to people that you meet online, regardless of where that lead came from, your approach to the conversation matters.

How do you communicate? 

My motto is to lead by example, so this is how I would tap into my online leads.

If you come to my website through Google, my conversation will look something like this:

• I call you. If you don’t pick up after three rings, I hang up.
• I’ll call you again. If you don’t pick up, I’ll leave you a voicemail, and then I’ll text you in a friendly manner that states my intent for the missed call. If I ask you a question, I’ll ask it one at a time. Don’t spam.
• If you don’t respond to the text, I’ll email you, and then nudge you with a text 25 to 30 minutes later.

That’s my process if I don’t reach you on the phone. But if I do get you on the phone and I am talking to you, the conversation I will initiate is very easy-going, no pressure, and non-aggressive. Then I find their motivation. What are they looking for?

It's not about the closing when you touch on a lead. Find the motivation, create a relationship, and then follow up. Because most of the time, the first time you reach out to them, they are not ready to buy yet. They are still in the process of “just looking.”

I have this process that I call "7 Days of Love" (for Google PPC, Facebook lead ads, and buyer leads). This can be found in the "Free Download" section of this website. 

For seven days, when an online lead lands on my website, I use this outline to contact the lead. And the key part of this is to come from a place of contribution. 

Don’t just spam your online leads; give them value. If you get someone texting you the word “stop,” you know that you failed because you sound like a robot or an AI.

Reaching out to people, establishing a connection, and concentrating on their needs should be your goals when pursuing online leads. Avoid pressuring them. If  you follow this advice and use the 7 Days of Love process, you’ll be closing online leads in no time!