OSA, ISA, or Both? Mastering Lead Flow Distribution for Maximum Profitability

Most real estate agents are taught that lead flow should be distributed just to your outside sales team. Find out why this is wrong and what you should do instead.

Every person on your real estate team is an asset. Your real estate business grows day-by-day when these individuals fulfill their responsibilities with precision.?

But what do you think happens when the duties of certain individuals are shuffled??

For example, let’s say that your outside sales agents are given the task to follow up with leads. You can expect them to have a mediocre performance with that task… and it won’t even be their fault.

Why?

You see, agents know how to sell and convert leads into clients. But they absolutely suck at following up!?

After all, they are not trained for that purpose.?

Think of it this way. It’s like handing over a lawyer's job to a hotel manager, and vice versa. Clearly, it’s not going to work out for any of them, right?

The same rule applies to following up with leads in your real estate business.?

The fact is that there are really three groups of people within your real estate business that should be dealing with specific leads. That means you shouldn’t just randomly give any leads to any of your agents - it has to be strategic.

In this article, you’ll discover the three types of agents and which leads they should handle.

?The Three Types of Agents

Type #1 - Outside Sales Agents

Outside sales agents are the backbone of your sales. Think of them as your Mission Impossible guys, your Men in Black - those who know exactly what their role is. And that is, to sell or list homes. That’s why they are your agents who will deal with people who are ready to close.

Your outside sales agents are the ones who turn your lead into a closing.?

These are the agents who get their hands dirty and handle clients face-to-face. Thus, they need to have effective communication skills and high energy throughout the day.

Now, what most mentors won't tell you is that these are not the guys for following up with leads. After all, these outside sales agents spend most of their time outside of the office. They’re constantly on the road and developing strong relations with clients.

That said, expecting follow-ups from these groups of individuals is futile.?

So, don’t look for results of something they can't do. Instead, give them more work on what they are already doing - real estate tasks that are done outside your office.?

Type #2 - Inside Sales Agents

To understand the role of your inside sales agents, imagine planting a few saplings. These saplings require investing your time and resources for the long term. It’s the only way for them to grow and eventually bear fruits.?

But there is one slight problem…?

They require more than 6 months to grow.

So, would you give the duty of nurturing this sapling into the hands of a harvester? Someone whose job is to pluck the fruits??

If you do that, the sapling will lose its potential to bloom.

Well, what would happen if you have a dedicated caretaker for these saplings? Someone whose primary job is to look after the needs of those saplings?

These saplings will have an enormously higher chance and potential to bloom now!

Your inside sales agents are the dedicated caretakers in your real estate business. They are great at nurturing and converting. These agents convince leads to go on face-to-face appointments for the outside sales team.

That’s why in my business, only 5% of the leads go to booking listings - the outside sales agents. 95% of the leads go to my inside sales agents.

That said, let me tell you something…?

The nurturing period will take about six months to generate value. It applies even to Facebook ads or Google pay-per-click leads who are not ready to make a move in the next 90 days. When a lead is ready to make the next move, your inside sales agents will then transfer them to your outside sales agents.

That is the job of an inside sales agent - to generate bookings for outside sales agents.

Type #3 - Outbound Prospectors

What if I told you there is a salesperson in your real estate team who is solid at everything a sales agent is afraid of?

These are your outbound prospectors.?

Your outbound prospectors are the experts at handling rejection. They’re your cold callers who are breaking barriers that most agents hate and are not consistent at. These are your agents with outstanding communication skills who can pick up leads out of thin air.

Now, as mentioned, the leads coming from your Facebook and Google ads need nurturing by an inside sales agent. Then, once that’s done and an appointment is scheduled, they need to be passed on to an outside sales agent.

But the leads from outbound prospectors are different.

They go straight to the outside sales agent without any extra nurturing needed from your inside sales agents. It’s because these are the leads who will be highly likely to convert within the next 90 days.?

In case this lead doesn’t convert, that’s the time they get transferred to the inside sales team for nurturing.?

That said, outsourcing to a company with experienced agents is the correct approach here. Hiring a person and then training them will be too much of a hassle. Instead, go with a 3rd party company that offers these services.

See a Massive Change in your Real Estate Business

Understanding the specific roles of your sales agents is crucial for their optimum performance. If they can work cohesively, you will see a massive change in your real estate business.

But remember, this won’t happen overnight.

Optimizing lead flow and distribution will take you a lot of time and effort at the start. But once it catches momentum, it will be a tremendous asset for your business.?

Got any questions on how to perfect your lead flow distribution process?

Quickly jump on a discovery call with me for any additional guidance on perfecting your lead distribution process.?