Can the internet be a viable source for generating quality real estate leads and increasing sales?  I’m sure you have heard the statistics: eighty percent of homebuyers surveyed used the internet to gather information on their search.  Also, twenty four percent of homebuyers surveyed learned about the home they purchased via the internet. Finally, eighty seven percent of internet homebuyers used a real estate agent. All of these statistics were compiled and published by the NAR in 2007.

What information did the internet homebuyer seek?  I would assume that most real estate leads were searching for information relating to the property: price range, area, bedrooms, bathrooms, parking, pools, schools etc.  In fact, I would assume that most buyers were searching for property information first and agent information second.  In other words, the user was searching to see if a property was available in their price range that met their lifestyle. If so, they moved on to step two, finding an agent.

How does the agent capture an audience?  We have established that the real estate lead is searching the internet for property info.  What do agents have that will satisfy that need?  The MLS is your bait. Require a user to complete a short questionnaire prior to viewing the MLS.  Ask for personal and property info such as: name, email address, price range, area, bedrooms & bathrooms.  Then use this info to create an automated MLS search that will drip listings on the prospects.   Once you set up a MLS drip campaign, follow-up with personal emails asking if the prospect is receiving the info, and do the properties meet their needs.  The objective is to create dialogue.  Once the lead communicates with you, you’ve won the battle.

When you look at the above, is it any different than cultivating a referral, probably not much.  One difference is conversion, an agent would be exceeding expectation to close ten percent of their internet leads.  When it comes to internet real estate leads, it really is a numbers game.  If your referral base has shrunken during this down turn in the market, try internet leads, they may revitalize your business.