How to Critically Evaluate a Lead Generation and Conversion Process
By Maggie Wilson @ Real Estate Daily
November 17, 2017
It’s important to critically evaluate your team’s process based on key questions about how you nurture leads, track and define your success…

It’s easy to get caught up in the process, especially with something like lead generation and conversion. Every agent or team has a specific way they go about it, often varying greatly in organization, efficiency and profitability. While the daily frustration of lost prospects may be hard to break free from, taking a step back for some perspective on the process as a whole is always beneficial.

There are a few basic tips that tend to serve as the backbone for most successful lead generation and conversion strategies. Some may seem obvious, but it’s still important to critically evaluate your team’s process based on key questions about how you nurture leads, track and define your success, and build towards long-term relationships.

Here are 5 critical questions to ask when evaluating your team’s lead generation and conversion process:

Courtesy of Contactually

Do you have a nurture system for all leads? – First, do you have a system in place that ensures you are nurturing all of your leads? We aren’t just talking about your hot or urgent leads, either. Ensuring you have a clear qualification process is super important. Once qualified, it should be obvious which ones are handed off to the team, and which ones are added to a longer term nurturing plan. Too often we skip the qualification process altogether, and hand leads directly to a team member.

Recommended For You

Who is buried in your inbox? – The next question is: do you know where those cracks in the process are? Most likely, they are tied to your email systems. If we aren’t syncing our leads and contacts into a CRM or a nurture system, they are likely getting buried in our inbox.

Do you have a plan for when the team is at capacity? – What’s the overflow plan? Determine in advance which tools will help you manage your time when this happens. Ensure your team has a strategy for these situations. Remember, most leads are followed up with once or twice, then tossed into the “bad lead” bucket. The reality is that a majority of those leads go on to buy, but we need systems in place to stay in touch with them.

Can you both define and track your success? – The first step is to clearly define what success looks like, using metrics that everyone on the team can easily identify. It doesn’t have to be complicated. You might start by choosing three areas you want to focus on, such as conversion speed, conversion rate, and the amount of engagement on your communications. Ensure that everyone on the team is on the same page and is tracking the same things.

Are you creating long-term relationships? – The very best way to do this is to personalize the process. It’s a long-term relationship, and it has to entail more than dry, pre-written drip campaigns. Building in personal communication into the post-sale process is key.