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The Leads that Matter Most

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By Maria Patterson

What measurable outcomes have you noticed as a result of online marketing?
Generally speaking, I can say that our company outperformed the market recovery by 10 percentage points. I can talk directly about the number of leads, which is about 450 very high-quality leads handed out every month. A lot of sites can get you more leads, but they are not as good.

How has the Company Showcase™ program helped your recruiting and retention efforts?
It’s a huge feature of our recruiting effort and my gut is that it helps retention, too. The fact that we have a company sponsorship and that the entire brokerage benefits from better positioning on realtor.com®, with more information and more photos, is a big deal to potential agents. It’s the second page of our recruiting package.

How do you advise your sales associates when it comes to converting online inquiries?
We have a number of training programs that talk about how to convert an online lead. In the online world, sometimes you get no name and no phone number and just some random email address instead. You must have a one-way conversation with that person until they’re ready to talk. Keep sending them listings and information whether they respond or not. You have to keep bringing them along until they’re ready to become engaged with you.

How do you feel realtor.com® compliments your brokerage’s other online initiatives?
I think online marketing is like archery. You can’t just have one arrow in your quiver. It needs to be full of arrows and you need to know how to shoot each one, and you have to know the nuances of what you’re going after. To say “this is my one site and I’ve set the standard—I control how you communicate,” is a critical level of hubris. Realtor.com® is one of those powerful arrows in your quiver.

For more information, please visit realtor.com/engage.

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