More times than you know, the referral generated by your sales associate today becomes someone else’s internet lead tomorrow. With over 90 percent of consumers now using the Internet to begin their search, industry experts agree that response time is the single largest factor when serving an Internet consumer.
Real estate firms purchase expensive software systems to ensure quick response, hire staffing to go beyond traditional business hours, and implement high standards of response time within their agent sales force to service the internet consumer.
Broker to broker business traditionally produces higher conversion results than internet business. So, why are we servicing the broker to broker “lead” differently than the internet lead?
Perhaps the business is serviced differently because it is assumed the referring agent has a known and proven relationship with the customer they are referring; that the customer may have some sense of “loyalty” that would cause them to be willing to wait for contact. Though “loyalty” is a charming thought and a throwback to years gone past, there is a serious problem with that assumption. Sometimes your agent is referring the acquaintance from the grocery store, the car repair mechanic, or the nice gentleman they met on the plane. Will the customer (loyal or not) be willing to wait for service rather than getting immediate results requesting assistance on the web?
Referrals between brokers demand the same sense of urgency that we give to our internet leads. The trusted friend, the beloved family member, the loyal customer and the respected client deserve the same expedited delivery of service that you would provide to the customer surfing the web.
Our broker-to-broker coordinators have a tough job in today’s real estate market. There’s tremendous pressure to place these referrals expeditiously.
Sales associates know they are competing with the web. If you want to increase your outgoing referral business, your associates need to know you understand their time pressures and that you have processes in place to handle these leads with the same sense of urgency that you would handle an internet lead.
As LeadingRE affiliates, we must completely understand that the broker-to-broker referrals our sales associates generate today could potentially be someone else’s internet lead tomorrow, unless we treat our broker-to-broker referrals like internet leads, NOW!