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In the following interview, Geoffrey Adams, director of Member Success at Agent Collective with Realty ONE Group in Tempe, Ariz., discusses incubating leads, marketing online and technology.

Region Served: Arizona
Years in Real Estate: 10
Number of Offices: 1
Number of Agents: 22

What is the key to helping your agents convert online leads?
Just because they don’t pick up the phone or respond to a text, it doesn’t mean they’re not interested. It’s all about timing. We have to be there when they need us, and sometimes they have much higher priorities than real estate at the moment we call or text. Through persistence, good listening and follow-ups, and using a good CRM, we can track our behaviors and those of our consumers.

Does it begin with the quality of the lead?
In terms of lead quality, there are no bad leads. It’s about playing the long game. Understand where the consumer is in their process. Some folks on realtor.com® are ready to go and want to look at houses and put in an offer, while others have an incubation period of a year or more. There are different ways to provide value for those types of clients, beginning with tracking your data, being a good listener and a proactive problem solver.

How do you strengthen your brand awareness and name recognition with potential customers?
We’re looking to leverage the realtor.com Local Expert by bringing value to folks in a different way. It’s a messaging and marketing system that works alongside the lead generation. The folks on realtor.com are buyers, but many buyers are also sellers. This is a really interesting opportunity to communicate to sellers in that Local Expert space. We’re looking to engage in the listing business using that advertising space as a value-add. There’s power in telling sellers that their home will be on the front page of all realtor.com search results in a certain zip code. In the end, it’s all about leveraging marketing space.

Do you get your agents involved in determining what creative will work, and what you’ll try next?
My agents are very involved. Our group is branded as the Agent Collective, and we have a great feedback loop with each other. We have a call every morning where we discuss what’s working, what’s not working and generate ideas together on how we can improve systems and generally improve our collective knowledge in real estate.

Do you leverage your tech investment to retain your agents?
We bring the tech to support the agents in the Collective so they can go out and do what they’re good at, which is making people happy and having belly-to-belly experiences with awesome clients. Most people in our real estate group are in the foundation stage. We’re all about moving our agents through to the momentum stage and then to the leverage stage where they can help other agents and have their own core group. Our goal is to have agents making six-figure incomes. This year, we had our first agent who started out in the foundation stage and met that goal, and 2019 is about duplicating that success. 

For more information, please visit hub.realtor.com/team.

Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at ldominguez@rismedia.com. For the latest real estate news and trends, bookmark RISMedia.com.

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