Managing Expectations & Focusing Efforts

How can real estate professionals turn their online marketing investment into a consistent, significant return? The answer lies in understanding lead behavior. Successfully converting online real estate leads—or any leads—requires more than just hard work; it demands insight, strategy, and the right tools.

Start with the Basics: Effective Lead Management

The first step to success is knowing where your leads are stored and how they’re managed. For those using iHOUSEweb’s Elite Pro Websites, the built-in LeadTracker system TurboLeads is an essential tool. Each time a potential homebuyer registers on your website, their information is automatically logged into TurboLeads. While a deep dive into TurboLeads best practices could fill an entire series (and I’ll likely cover it in the future), today, we’ll focus on a critical aspect of lead management: conversion. For a quick overview of TurboLeads, I’ve added a summary video at the end of this post.

The Common Concern: Lead Quality

A recurring concern among real estate professionals who invest in online marketing is lead quality—or the lack thereof. While there are ways to reduce low-quality leads, such as spammers or those who provide false information, the key to success lies in identifying the valuable prospects and knowing how to prioritize them. This brings us to a concept I call "The Rule of Thirds."

The Rule of Thirds: Understanding Lead Quality 

Through years of experience in sales, escrow, lending, and online real estate marketing, I’ve observed a consistent pattern: not all leads are created equal. In fact, they can generally be grouped into three distinct categories:

1. The Bottom Third – These are the leads you’ll want to discard as they provide little to no value. Often, they consist of false or incomplete information, such as fake email addresses or phone numbers, spam submissions, or individuals browsing with no genuine interest in purchasing. While these leads can be frustrating, they are ultimately inevitable. These leads can waste time and resources, so identifying and filtering them out quickly is key to focusing on more promising opportunities.
2. The Middle Third – These leads show potential and interest but aren’t quite ready to make a move just yet. This could be due to various challenges, such as poor credit scores that require improvement, high debt-to-income ratios that make financing difficult, or simply the need for more time to save money, research options, or feel confident about a purchase decision. While they may not convert right away, this group often represents opportunities for future sales with the right nurturing efforts. However, the sales cycle for these leads tends to be longer, requiring consistent follow-up, valuable resources, and support to guide them toward readiness. Patience and persistence are key when working with this segment.
3. The Top Third – These are your "hot" leads, the ones who are ready to buy right now and are actively looking for the right solution. They require your immediate attention and a proactive approach. Often, these leads are already comparing options, and the first agent to reach out, establish contact, and build rapport with them will likely win their business. Responding quickly and providing clear, relevant information can make all the difference in securing their trust and closing the deal.

By applying the Rule of Thirds, you can focus your energy where it truly matters. Devote your time to nurturing the top third, ensuring they don’t slip through the cracks. For the middle third, maintain consistent communication to stay on their radar as they move closer to readiness. As for the bottom third, don’t be afraid to delete them from your system—freeing up valuable time and resources.

Focus Creates Results 

When I started embracing the Rule of Thirds, my perspective shifted. Instead of wasting effort on bad leads, I concentrated on the good ones. This focus not only improved my outlook but also boosted my conversion rate. By channeling my proactive energy into the top third, I became a top performer, avoiding the ups and downs many salespeople face. 

And here’s my advice: forget the old adage, “Work smart, not hard.” The real key is to work smart and hard. Prioritize the right leads, put in the effort, and you’ll see the results you’re striving for.

By understanding and applying the Rule of Thirds, you’ll not only maximize your return on investment but also create a more streamlined, effective approach to lead conversion. After all, a positive focus leads to positive outcomes—and success is all about knowing where to invest your energy.

TurboLeads CRM

‍