Best Practices and Expectations for SOLD.com Leads

Overview of Appointment Referrals and Active Referrals SOLD.com provides two main types of leads to agents: Appointment Referrals and Active Referrals (non-appointments). Both require tailored approaches for maximum success. Understanding their nuances and maintaining consistent follow-up will help agents turn these opportunities into closed transactions.

Appointment Referrals

• Definition: These are scheduled consultations set by the SOLD.com Concierge team based on consumer requests like home valuations or cash offers.
• Details Included: Full contact details and notes from the Concierge call with the consumer.
• Average Conversion Timeline: 12–18 months, with some leads converting as late as 36 months.
• Action Steps:
  1. Review and Prepare: Check all provided notes to personalize your approach.
  2. Establish Trust: Use the appointment as an opportunity to show value without pushing for a quick sale.
  3. Follow-Up Consistently: Schedule follow-ups to maintain communication and support the consumer throughout their decision-making process.

Active Referrals (Non-Appointments)

• Definition: These are raw leads for which the Concierge team has not yet set an appointment. Sponsored agents in Guaranteed Display zip codes receive the full contact details for these leads.
• Details Included: Name and address by default; full contact details are provided to sponsored agents in zip codes they own.
• Average Conversion Timeline:
  • Home Valuation Requests: 10% convert within 12 months.
  • Cash Offer Requests: 22% convert within 12 months; otherwise, average conversion is 6–12 months.
• Action Steps:
  1. Initiate Contact:
     • Send personalized mailers or market snapshots.
     • Call or email leads with tailored messaging.
  2. Overcome Common Objections:
     • For leads unsure why they were contacted: "I noticed you were exploring your home’s value. Would you like me to send an updated market analysis?"
     • For "not interested" responses: "No problem at all! Many of my clients start with questions about their equity, and I’m here to help when the time is right."
  3. Use Targeted Outreach: For non-appointment leads, door-knocking or providing home equity reports can open the door to future conversations.

Key Benefits of SOLD.com Seller Network

• Free to Join: Agents can join without any upfront costs and receive leads on a success-based referral model.
• Pipeline Building: Leads provide long-term opportunities, helping agents build a robust future pipeline.
• Guaranteed Display (SGD) Benefits: Agents sponsoring zip codes gain:
  • Priority rank for appointments.
  • Full contact details for all leads in sponsored zip codes.
  • Waived referral fees for converted raw leads.

Sample Scripts and Emails

1. Appointment Follow-Up Script:

   • "Hi [Lead’s Name], it’s [Your Name]. I’m looking forward to our upcoming meeting to discuss your home. Do you have any questions in advance that I can help with?"

2. Active Referral Email Example:

   • Subject: "Your Home Valuation Request"
   • "Hi [Lead’s Name], I noticed you were exploring your home’s value. I’d love to provide a personalized report and discuss options if you’re considering selling. Let me know if there’s a convenient time to connect!"

Tips for Success

• Set Realistic Expectations: Leads may not be ready to sell immediately but nurturing them over time is key to conversions.
• Proactive Follow-Up: Document interactions in a CRM and schedule touchpoints for continued engagement.
• Leverage Available Resources: Use the agent portal for tools, best practices, and access to SOLD.com events.

Additional Support

If you have further questions or need assistance, contact the Agent Success Team at [email protected]. They can help address concerns and provide tailored recommendations for working with SOLD.com leads.

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