Most real estate prospects take two to six months to decide, not one conversation. Kevin Ray Ward says the agents who win aren't the most talented, but the ones who follow up consistently until prospects are ready to move.
Chapters
The average lead that you generate, the average prospect, they don't make a decision on the spur of the moment. And so they don't typically convert on the first call because people don't like to make a decision on the spur of the moment. Now, if their motivation is there and you know what you're doing and you're great at it, you can a lot of times convert them on the first conversation. That's that 25 to 30% that you can get from a prospect to a lead to an appointment in one conversation. But a lot of times it doesn't happen on that first call, and many times it doesn't happen on the second or the third call. In fact, the research shows that the average buyer or seller, they don't make a decision in one day. They typically take 2 or 3 or 4 or 5 or 6 months to actually make a decision. And to decide on somebody they've not met before, they're also getting to know you and they're getting to feel like, do I want to meet with this person? So you're competing for the long game, not the short game. And if you stop showing up, you stop following up, you're going to lose. And this is why lead follow-up is a conversion activity. See, you already did the heavy lifting to get the lead. Now you just gotta stay in the game long enough to give yourself a chance to win. And the agents who win aren't necessarily the most talented, they're the most consistent. They're the ones who are still in the conversation when the prospect is finally ready to make a decision.
