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Turning Prospects into Customers…for the Long-run

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By Nick Caruso

As media reports continue to confirm on an almost daily basis, things are on the rise for real estate. With 2013 panning out to be a big year of recovery, agents across the nation are seeing a significant upswing in business as buyers and sellers get off the sidelines and jump back into the game. With this upswing, come more leads, clients, appointments … and more need for organization and close management of day-to-day demands. According to Karen Werling of Prudential Chaplin Williams Realty in Fernandina Beach, Fla., the right technology and systems are critical to taking care of business and maximizing the opportunities of the market rebound.

As is the case for many real estate professionals around the country, Werling has witnessed noteworthy growth in her market. “The biggest change in the market is that buyers are ready to purchase,” she explains. “They’re no longer holding off to see what the market is going to do. Inventory is dropping, and prices are going back up, so they’re taking action.”

To garner the business of this new influx of buyers, Werling has stepped up her emphasis on prospecting and lead management.

“The biggest contributor by far in acquiring new business is the use of end-to-end prospecting and prospect development solutions,” says Werling. “You need to have the ability to prioritize your leads based on when they logged into your website, and how often they are actively searching. If you have that information, you will know which leads are hotter than others and may be ready to pounce. We use TigerLead for this. It’s 24/7, nonstop. It’s always up and going, and it’s consistently being used.”

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