REALTORMAG. REALTOR.ORG REALTOR® MARCH/APRIL 2015 35
paring her company’s sales statistics to
national data but forgot to attach the report. “This started a conversation, which
got us appointments,” she says. “It was
completely unintentional, but it did work.”
Mobile technology now plays a big role
in lead conversion. NAR reports that
50 percent of buyers used mobile devices
in their home search. And in 2014, mobile
Web search exceeded PC Internet search,
according to comScore. That’s why
Partners Trust Real Estate in Los Angeles
is developing a mobile app that will integrate with its website and CRM system,
says Audie Chamberlain, vice president
As at 8z, agents at Partners Trust rely
on customer service reps to sift through
leads. Once an agent connects with a
prospect, having data at the ready is par-
amount. “We use Cloud CMA to immedi-
ately provide consumers with granular,
detailed information about their homes
and neighborhood,” Chamberlain says.
(Want to bring more data to your client
interactions? Get the new REALTORS
Property Resource® app. There’s no cost,
and it’s exclusively for NAR members.
See page 37.)
Still, never underestimate the importance of the personal touch, Chamberlain
says. “Regular, personal contact increases your chances big time.”
Walk a Mile in Their Shoes
For Hornung, the key to converting leads
from 8z’s website is patience combined
with quick response and empathy. “You
have to put yourself in the other person’s
shoes,” he says.
A big part of that is letting clients tell
you how they prefer to be contacted
and adapting to accommodate them.
Hornung has seen improved conversion
rates with texting and online chat.
Whatever the communication
mode, maintain contact and be able to
move quickly when the client is ready.
“You’ve got to be able to move slow if
the consumer wants to move slow,” says
Hornung. “But if they want to move fast,
believe me, they expect you to move fast.
And if you can’t move fast, they’ll find
somebody else who does.”
By Lynn Olson
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