How to Win With Different Types of Real Estate Leads

Not all home shoppers are the same, and that means not all real estate leads are the same. Each one arrives from a different place in the home-buying journey with individual preferences and needs. 

How you engage with buyers likely will depend on how they reach out and where they are in the  home-buying process. The key to winning with your leads starts with understanding different lead types and how to deliver the best experience for each one.

With that in mind, let’s look at three types of contacts you may see in your Zillow Premier Agent inbox.

Connections

These home shoppers make an inquiry on a Zillow or Trulia listing via the contact agent form, and we verify that they’re ready to talk to an agent. You’ll be connected live by phone (or by text, if that’s the shopper’s preference), so you can focus on building relationships starting at “hello.” My Agent relationships are automatically established with each connection. You can easily identify connections in your inbox — just look for leads labeled “We connected you.”

Tips for connections

• Focus on the person, not the property
  
  Shoppers rarely buy the first home they inquire about. Focus on understanding a connection’s needs, and there’s a good chance you can help them find the right home.
• Get that appointment
  
  Agents who are able to spend two minutes or more on an initial call have had good success. Be prepared to answer questions about any properties the shopper inquires about. And while you’ve got them on the phone, make plans for your next conversation or meeting before you hang up.
• Take advantage of My Agent relationships
  
  Follow up after the call with a quick text message to let your connections know how to get in touch with you. It’s also a good idea to ask how they like to communicate and mirror that. One way to stay top of mind with connections is to share home recommendations via text that you think they’ll be interested in. Each time you exchange messages, you’ll extend that My Agent relationship for another 30 days.

Direct contacts

These home shoppers have chosen you specifically, either via the new showcase advertising page from a listing or from the Agent Finder on Zillow. These home shoppers are delivered directly to your inbox and are labeled “Contacted you directly.” They haven’t spoken with anyone about their inquiry yet, so be sure to respond to them as soon as possible.

Tips for direct contacts

• Be responsive
  
  Make a good first impression by following up with a quick text message — 80% of home buyers who bought in the last 12 months say their initial impression of an agent’s responsiveness is very or extremely important, according to the Zillow Group Consumer Housing Trends Report 2018.
• Make plans to talk
  
  Keep the conversation going by following up your initial message with an offer to talk on the phone or meet in person.
• Use the app
  
  Text home recommendations to any of your connections — even if you don’t have a My Agent relationship yet — using the Zillow Premier Agent app. Take the initiative to showcase your expertise, and be sure to use the app to make notes and create tasks so you never miss a beat.

Nurture leads

These are home shoppers who’ve either told us that they don’t want to be connected with an agent by phone or have been unresponsive. This might be because they’re interested in renting, or they may have just been busy when we asked. These prospects may still need more time before they’re ready to work with an agent.  

Tips for nurture leads

• Make the right first impression
  
  Introduce yourself and let them know the type of expertise you can provide. Be friendly and helpful. Give them a reason to remember your name when their friends ask if they know any great real estate agents.
• Focus on the long game
  
  These home shoppers have shown an interest in at least one property on Zillow or Trulia. That’s a good sign. Add them to your long-term follow-up plan and be patient. You never know when you can nurture them into an active home shopper.
• Keep your eyes on the prize
  
  Use the statuses available in the Zillow Premier Agent app to keep track of where all of your leads and connections are in their journey. Make sure to prioritize those who are actively looking, submitting offers and under contract.

Take a look at your inbox and see what kind of connections you have. Then use these tips to put together an engagement plan that’s right for each one — and don’t forget to enlist the help of your business consultant for more ideas.