High Funnel Leads Onboarding
High-funnel leads are an opportunity to meet with buyers and sellers who have not yet reached out to an agent for help. You must proactively reach out to them and show them value in order to become their agent.
First - seller leads?
Yes, there will be a % of sellers here and any agent (not just the listing team) is eligible to work with any sellers discovered through the High Funnel Leads Program.
Where do these leads come from and what are they?
These are “registration leads” that come from our website(s). Buyers and sellers search for property information online and we require that they “register” in order to view details. These leads have not asked to speak with an agent, but we know that they are interested in buying or selling to some degree. We use predictive analytics to better identify qualified buyers and sellers (more targeting is applied than our competitors).
These convert at a low rate. Why are they good and who wants to work them?
Our High Intent leads convert at a higher rate, but we don’t have them segmented by price range or location. Our High Intent program is great for agents who want to close as many deals as possible, anywhere in Austin. Our High Funnel leads are segmented by geographic location and you know their price point before you claim them. These are great for agents who want to work certain areas of town and/or certain price points. You do more work “behind the computer" but less work driving around. You get to target where you want to work.
What do I need to do and what can I expect?
Historically, these leads convert at 3%. Our predictive tools will help you close at a higher rate than that. You must proactively reach out to these leads and you must do everything you can to show them value. Generally, this means “Call > Text > Email” and if they don’t respond (most won’t) you then set up property searches for them based on their property viewing history.
What process do I follow?
- Claim a lead from the Geographic High Funnel Ponds.
- Review the properties the lead is viewing. Make sure you understand the areas they’re looking in and their price range. Pay attention to the square footage.
- Call > Text > Email to introduce yourself, let them know you’re setting up searches, and offer to help.
- Set up at least 2 searches for them that are helpful. Often, they are looking in one specific area. If they’re looking in Round Rock East, you might also set up Pflugerville, Hutto, or Georgetown (or maybe all 3!) If they’re looking in Tarrytown, you might also set up Highland Park. This requires that you know the geographic areas where you’re claming leads.
- Follow up at least once a week and improve their searches, offer to add more searches, and offer to help.
What happens next?
- Follow Up: You need to follow up with Call > Text > Email at least once/week. For the best f/u, you should look at what they’re viewing and how they’re acting on your property searches. Take this info and make suggestions. Comment on properties. Be helpful and offer to help more.
What about oversight?
- We monitor to see who’s working the leads correctly and who’s following up regularly.
- You need to follow the initial process exactly. Just go through Steps 1-5 with every lead you claim.
- If you stop following up with a lead, it will be reassigned to the pond. We understand that many leads are unresponsive and it’s not expected that you follow up with any lead forever. However, if you want them to stay on your drip, you need to continue to follow up, otherwise they’ll go back in the pond.