Qualifying Leads vs. Nurturing them

"I need good leads so I don't waste time qualifying them"

Every day I chat with about 6-10 realtors and over and over I hear the same thing

Which is why we built our Phodun (pronounced /fō/-/d?n/, sounds like foe-done) system to scrub the leads through multi-stage filtering.

So realtors work with only those who have a timeline in mind and are looking to move.

What kills the deal though is having wrong expectations. Online leads are not same as referral leads, no matter how qualified they are.

You need to build relationship and build trust.

The definition of qualified lead is very subjective and varies from person to person.

At times it even evolves over time within oneself.

Knowing what to say is critical when you speak to an online lead - no matter how qualified they are.

If the lead's expectations are unreal, educate them about the market instead of dismissing it as a bad lead. A quick role play -

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Qualified Lead (QL): "Agent Smith - I'm looking for a 4bd house in price range of $500k. Can you help me find one I like?"

Agent Smith:

Thinking to himself - (What kind of qualified lead is this? The minimum price for a 4bd around here is $750k. I hate these lead gen companies).

Then says to lead - "No we don't have any 4bd houses in $500k. Sorry"

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The problem with above scenario is assuming buyers know exactly what they want. NEWSFLASH - They don't!!

Buyers are looking to buy homes within a certain price range based on their finances and perceived market prices.

Realtors need to educate buyers about the home buying process understand how and why they arrived at $500k.

Understand what the underlying problem these buyers are trying to solve. Is it a downpayment issue, mortgage payment need to be below a certain number per month etc.

That becomes a conversation that your "qualified lead" wants to have with you. That builds rapport, build trust and you can be assured they know you have their best interest at heart.

If you want "Qualified Online Leads" - you need to have the right expectations.

Online leads are not substitutes for referral leads. They help you add on an additional arm of prospecting. It can help you scale really fast.

But you have to take time to build trust with the lead.

Realtors - What's your biggest itch when it comes to online leads?