Written by Eric P. , REALTOR(R) 25 years in the trenches...
This is probably the most discussed topic around online lead generation and probably the least understood.
By being providers on online leads for thousands and thousands of agents over the years, we most likely have a very different perspective than you may have about this topic.
What we typically see is many agents believe that there is some 'special high-quality' pool of buyers or sellers online. And/or that "company ABC has the best leads" or that "company XYZ's leads are terrible".
Here's the truth:
As far as doing scale with online lead generation, you need to tap into the stream of searchers using the Internet to look for home information on any given day. To use the old school term - you need a billboard on the 'Information Super Highway'.
And so all of the companies that are producing online real estate leads are putting their billboards -their ads to their store (their website) - in front of the SAME EXACT group of people. All these different lead gen companies typically use ads that are very similar too.
What this means is on the front-end - the part of the lead capture process that gets your message in front of a targeted audience - it's VERY similar to any company in the space.
This is why lead quality is typically the same across the different lead gen companies. And it's why in forums and even our own support desk we see literally see one agent say "company ABC leads are the best!" and few comments's later we see another agent saying "company ABC's leads are the worst!"
We have seen this so many times, that it is almost comical. We'll get an email where a customer is complaining about the lead quality and 2 emails later we get one from an agent saying how they've tried all these other companies and our leads are the best by far and they just closed another one.
Again, the truth is: on the front-end, the lead gen companies doing scale are all fishing in the same pond. So the quality will be very similar across the board.
However, the part of lead quality that varies greatly is what happens once a consumer pulls off the information highway (clicks your ad) and they land on your website.
For us, we have a super high converting process called SmartPath leads. This process elegantly produces leads at industry leading rates with actionable information.
In fact, our process has been proven to produce the highest levels of contactable leads when compared to our major competitors.
Our system is also smart about keeping you top of mind without being annoying. In addition, it will alert you to important actions leads are taking on your system so you can reach out to them at the perfect time.
The bottom-line with lead quality is: don't obsess about the non-actionable leads - this is a numbers game and the focus should be all about your overall ROI (return on investment).
You should be focused on building a pipeline and being efficient which our platform streamlines for you. And know that on average, for every 100 leads generated, you'll see a 2%-3% closing rate on the low-hanging fruit. And as your pipeline grows more and more viable leads will surface