2 Secrets to More Lead Conversions, Straight from a Top Team's Playbook

Lauren Bowen leads one of the most productive real estate teams at Robert Slack. She's increased conversion rates and productivity while the company nearly doubled in size.

The secret to her team's success? They stalk their real estate leads... or, more accurately, they let their lead generation solution do it for them.

Targeting the Most Likely Buyers

Anyone who has spent any time on the internet has been "stalked" by an online ad. You visit a site once, and for days or weeks after, an ad from that site follows you around the web. This is called "ad retargeting," and marketers love this advertising strategy because it is so effective.

The Lauren Bowen Team employs this strategy to great success via realtor.com's Local Expert program. Local Expert users can create three types of ads: For Sale ads, Just Sold ads, and Branding ads. Those ads are then displayed to buyers in your chosen area on realtor.com. Once they leave the site, those same ads are displayed in their Facebook feed.

"This not only helps bring a buyer to the house, it also shows the seller that we are putting it in front of numerous buyers for them," Lauren says.

• Tip: Because Local Expert offers detailed campaign analytics, you can impress your sellers by telling them exactly how many people have seen their home's ad.

Dialing Up Lead Volume for a Higher Conversion Ratio

Lauren's team may have stumbled on another secret to improved conversion rates when, thanks to the success of their realtor.com program, they decided to increase their volume of leads.

This lead to a curious phenomenon. The team's number of lead conversions not only increased—as expected with more overall leads coming in—but their conversion ratio increased as well. That means the team is converting a higher percentage of leads than they were at their previous lead volume.

"We've almost doubled our conversion ratio with the same leads," says Lauren.

See Lauren THIS THURSDAY at Inman Connect NY

Want to hear more real estate lead wisdom from Lauren? On Thursday, she'll be sharing her expertise during a panel discussion on the Team Track at Inman Connect New York. Check out her panel, Lead Distribution: Who Gets What?, on January 30!