Chapter 4

THE OFFER GENERATION FUNNEL

FOCUS YOUR OFFER GENERATION FUNNEL ON AGENT-READY BUYER LEADS

Did you know the majority of buyers begin searching online for listings and agents WEEKS before reaching out to an agent? According to the National Association of Realtors, 43% of home buyers say the first step in their home buying process was looking online for properties, and 12% say they first looked online for information about the home buying process.

During this stage, active buyers are conducting their own market research. They’re searching and comparing homes with their spouse, friends and family, reviewing agent websites and buyer information to get a grasp on their likes, dislikes and a general feel for the market.

In this stage, buyers are both aspirational and working to narrow down the scope of their search so that they can feel prepared when they contact an agent.

Because the home buying process can be overwhelming, and due to the readiness of information on sites like Google and Zillow, active home buyers study up front to get a sense of control. Much like other big decisions, home buyers use information as a safety blanket to protect themselves from the unknown.

WHO ARE TODAY’S AGENT-READY HOME BUYERS?

According to the National Association of OeaItos® 2014 Profile of Home Buyers and Sellers, today’s active home buyers come from a myriad of backgrounds.

WHY AGENTS STRUGGLE TO CONVERT AGENT READY LEADS INTO OFFER-READY CLIENTS:

If active buyers contact agents when they’re ready to go, why do so many agents have trouble conceding these buyers into closed sales? The answer is prioritization and expectation. Agent-ready buyers are chomping at the bit and ready to go. They want an agent who is responsive, proactive and attuned to their needs.

Unfortunately for agents, it can be hard to identify agent-ready buyers right off the bat, leading to either a poor communication approach, lack of follow up or a misalignment of effort toward winning over these high value prospects.

Agents consistently complain about the quality of Internet leads. In fact, most agents don’t even bother responding to the Internet leads they receive. Of the agents who do respond, many report that about 1-3% of the leads that do come in are ready to transact.– Bernice Ross, CEO of RealEstateCoach.com

1

If you’re not responding to leads immediately, that lead is most likely gone. Active buyers aren’t waiting around. They’re looking for help, and they will likely go with one of the first agents they talk to. You have to be lightning fast on your response.

2

Most buyers need a few months before they’re ready to transact. You need a system in place to keep leads engaged and keep you top of mind.

3

Agents are inundated with leads from various sources. Prioritize leads to focus on high-value active buyers.