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Sign into your account4 Lessons in Lead Management
August 01 2014
It's likely that you have heard of the MIT study which revealed how making contact with an Internet lead very, very quickly – in two to five minutes – has a remarkable impact on winning that lead's business. The most startling and often quoted revelation from the study was that you are 100 times more likely to successfully make contact with a lead if you call within five minutes compared to 30 minutes (and 13 times more likely to connect than if you called in 15 minutes).
Wow. It is obvious to any fool that Realtors should always call the prospect back within five minutes, right?
Maybe not.
Looking deeper into the MIT study, we see that it focused on B2B leads. In our industry, almost all leads are from consumers. While some of these may be performing a search while at work (naughty, naughty), there is a substantial difference between contacting a consumer and contacting a business prospect at his or her desk.
To understand how this study applies to the online real estate consumer, we need to look at their expectations and how this applies to lead conversion.