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Spotlight on Online Leads: Minimal Spend, Exponential Sales

Kristin_MorleyIn the following interview, Kristin Morley, REALTOR® with Rodeo Realty in Los Angeles, Calif., discusses online lead generation.

Region Served: Los Feliz to Malibu
Years in Real Estate: 17

You’ve been able to turn a $10,000 spend into $9 million in sales, which is impressive from an ROI perspective. Has something changed, or is this typical of the results you receive from online leads?
While I devoted a bit more of my time this past year to other areas of interest, these numbers are consistent with what I earn during a normal year. That being said, I typically close anywhere between 8 and 10 leads in any given year. Realtor.com® is my preferred lead source. I have worked with various lead sources in the past, but the fact that realtor.com is affiliated with our MLS is one reason why it makes sense to be a part of them. And I absolutely love the service.

For someone considering online leads, do you have tips for making sure the consumer engages with you?
My biggest piece of advice is to not sell, but rather, become friendly with the person. Product knowledge is key, so make sure you know your area inside and out. When you field a call regarding a specific property, not only do you need to know about the property they’re calling on, but you also need to know the area and the inventory. For me, I make it a point to talk about everything other than real estate so that I can connect with them on a personal level. In the end, it all boils down to being calm and confident and knowing your inventory. Then, it’s up to you to work your own magic.

Are there any specific steps you take to ensure the process is effective, beginning from when you get a lead?
Being able to read people over the phone by listening to what they’re saying is key. When I connect with prospects, I take the time to introduce other options they may not necessarily be looking at. Whether it’s a similar property in a different area or even a new neighborhood, I will send them additional information they might not have their hands on. I also ask if they’re already working with an agent, as I don’t want to step on anyone’s toes. While the real estate part often comes into the conversation later, if they’re working with an agent but they aren’t happy with them, they may be open to switching.

How much of your success do you attribute to your attitude?
I absolutely love my job as it provides a good living and gives me the opportunity to help people obtain their dream of homeownership. The realtor.com service is perfect for someone like me because my success over the years allowed me to invest some of my time into being politically active this past year. With realtor.com, I know I’ll always be okay because there’s always someone calling me to check on a house.

Are the leads that convert local, or from all over?
As far as the leads I receive from realtor.com, some of the biggest deals I’ve had recently have come from international buyers. I’ve found a niche in the international market by way of past clients referring me to others.

Is there anything else someone should know before they begin investing in leads?
The days of people coming into an open house to find an agent don’t exist anymore. By the time someone comes to your open house, they have researched the area, they know what the solds are, and 90 percent of them already have an agent. You need to be looking for buyers online, otherwise, you’re missing the boat.

For more information, please visit www.marketing.realtor.com.

 Paige Tepping is RISMedia’s managing editor. Email her your real estate news ideas at paige@rismedia.com.

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