Lead Conversion!

[San Diego Real Estate]

Does anyone know anything about LeadFusion?

[Phoenix Realtor]

Haven't even heard of them... what do they do? Lead management systems, or lead selling???

[MaxSinclair]

It's a corporate web traffic direction to conversion consultancy. The basic idea is to lead a visitor through a series of steps regarding an identified topic. The topic will be of importance to your core customers, of course. For instance, people who visit a mortgage site wants to find the best mortgage deal given his / her credit history and spending. The same can go for insurance industry, investment, etrading, etc... The ultimate premise is that if you can design your web site to lead a visitor/lead through all these steps, then the conversion ratio will be higher because you've already created a bond, a personal relationship with the lead. That process creates a the tipping point to convert lead to customer. B of A uses this process in their consumer financial planning services. It may just work for the real estate industry. Good question, Al.

[mavisdog]

Perhaps by the time a consumer gets to B of A, they already know they want to do business with them. Would you need to build credibility first or is that built in to the process?

[MaxSinclair]

what they were trying to do is to add in a buffer to improve conversion ratio by offering all the information you'll need. In fact, it's leading the consumer step by step towards saying "yes" when the site hit them with an offer.

[afm1]

I am not sure of the statistics regarding Max's comments, but I would have to imagine that a lot of people would back out of the site or cancel the process if too much information is asked. People are funny about giving out too much information with identity theft etc being such an issue these days.

I would imagine that "branding" would have a lot to do with it. In other words, B of A has credibility because of the household name it carries.

If the required information is contact variables I can see it being a great tool. However, my experience with different sites shows that if you start asking for birthdays, social security numbers, income number, employment, people tend to back away.

Just my two cents.

[Chief Tutor]

I have worked with REALTORS® all over the US and my experience tells me the following:

Markets where The MLS reguires consumer to log in to see any results regardless of wheather you are dealing with an IDX or a VOW, the public tends to give you as much information as you need because they have been trained to provide info and so the amount provided is not too much of an issue.

Markets where many of the websites provide free access to the MLS via an IDX system, consumers will tend to leave a website before they provide any information because they know they can get it free at another website. In these markets, the rule of thumb is give them as much information as possible. In these markets, since information is readily available, you want them to feel they can find what they need on your website, and that is what will give them the incentive to contact you when they are ready.

[MaxSinclair]

Well said, sansei. I've been debating about VOW or IDX for awhile and went with IDX because that what's happening in my market.