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Lead Conversion: How to Turn More Leads into Clients
Did You Know the Industry Average for Real Estate Lead Conversion is Just 2%? Let’s Fix That!
Hey everyone, Mike Ferrante here with Century 21 HomeStar and the 21 Mike Team, serving Greater Cleveland and all of Ohio! If you are working hard to generate online leads but feel like they are slipping through the cracks, you are not alone. Today, I am going to share my top strategies for online lead conversion and do a live role-play so you can hear exactly how I follow up with online leads.
If you are in real estate, mortgage lending, or any industry where online leads drive your business, these tactics will help you increase conversions, book more appointments, and close more deals.
Why Real Estate Agents Struggle with Online Leads
Let’s start with the hard truth:
📉 The industry average for online lead conversion is just over 2%.
📉 If you wait longer than five minutes to respond to a lead, your chances of conversion drop significantly.
📉 After 30 minutes, the likelihood of converting that lead drops by 100X.
That means if you are spending money on lead generation but not following up quickly and persistently, you are leaving thousands of dollars on the table.
5 Proven Tips to Convert More Online Leads
1️⃣ Speed to Lead – Follow Up Within 5 Minutes
🔥 Responding within the first five minutes increases conversion rates by 400%.
🔥 Leads are clicking on multiple websites—whoever follows up first is more likely to win their business.
🔥 Your goal is to make them say, “Wow, that was fast!”
If you are not available to respond instantly, use automation tools like:
✅ Text autoresponders (Example: “Thanks for reaching out! I will call you in a few minutes.”)
✅ ISA (Inside Sales Agents) or Virtual Assistants to handle initial follow-ups
✅ CRM systems that trigger an automated call or email sequence
2️⃣ Be Relentlessly Persistent – 6 to 10 Follow-Ups is the Sweet Spot
Most agents give up too soon! 🚫 Calling twice and sending one email is NOT enough.
👉 The industry sweet spot is 6 to 8 follow-ups before a response.
👉 Great follow-up is closer to 10 touches.
👉 I follow up until they tell me “Yes, let’s work together” or “Stop calling me.”
Persistence pays off! If you are not following up multiple times, you are letting hot leads go cold.
3️⃣ Use a Strong Opening Line (Avoid Sounding Like a Telemarketer)
What do most agents say when calling a lead?
👉 “Hi, is this Scott?”
Immediately, this signals “stranger = telemarketer”, and Scott is more likely to hang up. Instead, use a pattern-interrupt strategy like this:
✅ “Hi Scott!” (More personal, makes them pause)
✅ They reply: “Yes? Who’s this?”
✅ “Hey Scott, this is Mike Ferrante with Century 21 HomeStar. You inquired about 123 Main Street, and I am following up to see when you would like to see that property. How’s today at 10 AM or tomorrow at 2 PM?”
👉 This approach keeps the conversation going and immediately leads to scheduling an appointment.
4️⃣ Lead with the Appointment – Book the Showing First 
Most agents make the mistake of asking too many pre-qualification questions before setting the appointment. Big mistake!
Zillow’s research shows that asking for an appointment FIRST results in higher conversion rates.
🚀 The GOAL of the call is to book the showing.
🚀 Once they say “Yes,” THEN ask follow-up questions.
Example script:
✅ “Hey Scott, you inquired about 123 Main Street. I am following up to see when you would like to see it. I have an opening today at 6 PM or tomorrow at 10 AM—what works best for you?”
The choice close helps eliminate “let me think about it” responses and gets them to commit to a time.
5️⃣ Ask the Right Questions to Build Rapport and Qualify the Lead
Once you secure the appointment, dig deeper to understand their needs:
💬 “When are you looking to make a move?”
💬 “What did you like about this property?”
💬 “Have you looked at any other homes?”
💬 “Are you currently working with another agent?”
💬 “Do you have a home to sell?”
🔥 PRO TIP: Many buyer leads are also sellers! ALWAYS ask, “Do you have a home to sell?” If they do, that lead is now worth DOUBLE—a buyer AND a seller transaction.
Live Role-Play: How to Follow Up with an Online Lead
📞 Ring Ring…
🗣️ Lead: “Hello?”
👨💼 Agent: “Hi Mike!”
🗣️ Lead: “Uh, who’s this?”
👨💼 Agent: “Hey Mike, this is Mike Ferrante with Century 21 HomeStar. You inquired about 123 Main Street, and I am following up to see when you’d like to see that property. I have a 6 PM or 10 AM available—what works for you?”
✅ Boom! We set the appointment FIRST before diving into details.
✅ Then we dig deeper, build rapport, and qualify the lead.
Bonus Tip: The Starbucks Strategy for Lead Conversion
Ever been to Starbucks? Here’s how they take your order:
🛑 Wrong way: “Hi, how are you today?” (Opens the door for small talk, delays the process)
✅ Right way: “Welcome to Starbucks! What can I get started for you?” (Immediately moves to action)
🔥 The same applies to real estate leads. Get straight to the point:
✅ “When would you like to see the home?”
✅ “Would you prefer 6 PM or 10 AM?”
Final Thoughts: Turn More Online Leads into Clients
📌 If you are struggling to convert leads, focus on these 5 key strategies:
✔ Follow up within 5 minutes for the highest conversion rate.
✔ Be persistent—follow up 6 to 10 times before giving up.
✔ Use a strong opening line that does not make you sound like a telemarketer.
✔ Ask for the appointment first—Zillow’s data proves this method works.
✔ Ask qualifying questions and ALWAYS ask if they have a home to sell!
🚀 Want more real estate training? Subscribe to our YouTube channel for weekly updates and market insights.
📩 Need help with lead conversion? Contact me at mike@21mike.com or visit 21Mike.com to schedule a strategy session.
🔥 If you are serious about closing more deals, it is time to level up your lead conversion game! 🚀
For more great Real Estate content:
You can listen to our Podcast FREE BEER AND REAL ESTATE or YouTube for Mike’s weekly classes!!!
https://freebeerandrealestate.buzzsprout.com/
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EMAIL: MIKE@21MIKE.COM
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