Getting the Best Value From Purchased Leads
by Nicole Fronczak, President Ready Campaigns
Here are a few tips for getting the best value from Internet or other purchased leads:
1. Try buying leads only from sites that allow you to preview the leads before you purchase them. Buying leads sight unseen is like playing blackjack blindfolded. While many Internet lead providers offer filters, but these are often misleading.
2. ALWAYS get an email address for the prospect. Send an introductory email immediately letting the client know two very important things - that you will call them within 24 hours as they requested AND you will do business by email if they feel more comfortable. The second point in particular has been successful for many brokers we work with. It allows the client to conduct business on their time. They can rest assured that they will not receive phone calls in the middle of Desperate Housewives and take up their free time. By using email, you get to maximize YOUR time, also. Email allows the client to feel more secure in that they do not have to deal with another commissioned salesman in the flesh.
3. If you have been unable to reach a lead after a week or so of calling and at least 2 emails, send a polite letter apologizing for YOUR inability to reach them. Ask them for an opportunity to “answer their questions” not necessarily sell them a loan. While this goes against the old “ask for the sale” advice, it eases the client into knowing that you will not pressure them into making a decision immediately. Ask for the sale once you have had a chance to build trust and can show them the savings they are missing. Try including a couple of free information guides on credit scores and mortgage refinancing myths so that they get something of value for nothing if we part ways.
4. Even if you don’t hear from them after these efforts, add them to your “drip” database. Send them your monthly e-newsletter through Ready Campaigns or another service. The key is to continue making contact in a personalized, yet informative and unobtrusive way. They will do business with you when they are ready to, if you maintain top-of-mind awareness, the key in this industry.
Remember, you paid good money for these leads, and the prospect did reach out with a need. Be patient and build the relationship, and over time, you will see a higher return on investment.
