A great realtor will tell you the best deals are the ones no one else knows about. A pocket listing, or off-the-market listing, has not been available on the market before. They won’t pop up on Zillow, Redfin or the MLS. You can purchase them privately through different means such as outreach, referral or networking.
These under-the-table deals are a gold mine for realtors and investors looking to turn a quick buck. Why? This assures lesser competition, competitive pricing, and potential direct negotiations. That doesn’t mean you cannot find them, but it is not an easy job. Searching the listings for some off-market deals would be a misstep. There is a lot of strategy involved, persistence is a must, and you have to know where to look.
Why are top realtors consistently able to find and close off-market deals that don’t appear on the market? There is only one answer to the question of how it is done – and that’s through relationships, data, and proactive lead generation in the guide we’ll explain exactly how they do it.
What is the lead conversion for real estate agents?
In real estate, the conversion rate of leads measures the percentage of leads that become clients (homebuyers, sellers, or investors). This metric will allow you to determine the effectiveness of your lead generation and follow-up strategies.
How Can Realtors Improve Their Lead Conversion Rate?
Lead generation is just a first step — converting those leads into real clients is the hardest part. Getting a higher conversion rate gives you a huge boost in business growth since most serious real estate agents simply can not convert more than 1% of the leads they receive. Here’s how high-performing realtors convert more leads into listings and closings.
1. Respond to Leads Immediately (Speed to Lead)
One of the biggest mistakes realtors make is they wait too long to follow up. According to research, reaching out to a lead within the first 5-minutes can boost your conversion rate by up to 80%
Take the type of interaction that someone makes, like an inquiry about buying or selling a home. If you do not act quickly, you could lose this opportunity.
This can be an automated text message or e-mail sent immediately upon receipt of a new lead, a phone call from a human within minutes, or some other combination.
2. Follow Up Consistently (The Fortune Is in the Follow-Up)
The first time you reach out are the least likely to convert. 80% of sales occur following 5-12 attempts, yet the majority of realtors only try once or twice.
- Most sellers will need time to decide and if you are in persistent, valuable follow-up, it’s top of mind.
- Develop a multi-touch follow-up process with calls, emails, and texts spread out over a matter of weeks. Use CRM(s) to track and automate follow-ups
3. Focus on High-Quality Leads (Not Just More Leads)
Not all leads are created equal. Many realtors waste time on cold leads that aren’t serious about selling. The key is to focus on motivated sellers—homeowners who are actively looking to sell.
- A motivated seller is more likely to convert faster, compared to someone just exploring options.
- Work with pre-screened, exclusive seller leads from services like V Lead Services to avoid competing with dozens of agents for the same lead.
4. Don’t just push your sales pitch, build a relationship
Not all leads are equally worth your time. More often, realtors spend inordinate time with cold leads who aren’t ready to sell. The secret is to target motivated sellers — homeowners who are ready to put their homes on the market.
- Sellers want to feel heard and understood before making a decision.
- Instead of only talking about your services, ask about their situation:
- “What’s making you consider selling?”
- “Are there any challenges you’re facing in this process?”
- “What’s most important to you when working with a real estate agent?”
Showing genuine interest helps build trust and increases the chances of closing the deal.
5. Nurture Long-Term Leads
Even if some leads aren’t ready to sell right away, they may do so in the future. The key is to stay in touch and provide value over time.
- When a seller is finally ready to list, they’ll choose the agent who has stayed in contact with them the longest.
- Send monthly market updates via email.
- Check-in with a quick message: “Hey [Name], just wanted to see if you had any questions about the market or selling process!”
- Use retargeting ads to stay in front of warm leads who visited your website or clicked on your social media ads.
6. Make use of social proof (referrals from past clients to sell for you)
Sellers want to work with realtors who get results. If you’re not showcasing past success stories, you’re missing a huge opportunity.
- People trust real testimonials over a sales pitch. Seeing other homeowners successfully sell through you builds confidence.
- Share client testimonials and success stories on social media.
- Ask past clients to leave Google and Facebook reviews to boost credibility.
- Use case studies in emails: “How I helped [Client] sell their home in just 10 days!”
7. Improve lead qualification
There’s no point in wasting your time on every lead. If you stick to serious sellers, you’ll prioritize the right leads instead of wasting time on unqualified ones.
- You can identify motivation early to separate hot leads from cold leads.
- Ask qualifying questions on the first call:
- “Are you looking to sell in the next 30-60 days?”
- “Do you already have a plan for your next home?”
- “What’s your biggest concern about selling right now?”
If the seller isn’t serious, move them into a long-term nurture sequence instead of spending too much time upfront.
8. Use a CRM to Automate & Track Leads
Using sticky notes and your brain to follow up with leads? That’s a guaranteed way to lose deals. CRM stands for (Customer Relationship Management), and it is used to keep track of all your leads, automate follow-ups, etc.
In order not to forget leads and check with them at the right time, keep everything in order.
- Use a CRM to manage leads like Follow Up Boss, HubSpot, or LionDesk.
- Automate reminders via email and text to catch leads that fall through the cracks.
- Create a task system for follow-ups: “Call John in 3 days,” or “Send Sarah a market update next week.”
9. Get the most out of exclusive lead services
Instead of competing for the same cold leads as every other realtor, work with exclusive seller leads that have already been verified and are ready to sell.
- Pre-qualified leads convert at a much higher rate than general online leads.
Services like V Lead Services provide:
- Exclusive, pre-screened leads (no competing with other agents).
- Motivated sellers who are actively looking to list.
Are Some Leads More Convertible Than Others?
It comes down to lead quality and agent follow-up strategies that make the biggest difference in conversion rates. While cold leads (such as generic online ads) require multiple touchpoints before engagement, motivated seller leads—such as those from V Lead Services—convert more quickly because they have more intent to buy.
How to Improve Your Lead Conversion Rate
- Speed to Lead: Studies show that contacting a lead within 5 minutes increases conversion chances by 80%.
- Consistent Follow-Up: Many leads require 5 to 12 follow-ups before they convert—persistence is key.
- Exclusive & Pre-Screened Leads: Working with verified seller leads instead of random cold leads leads to better conversion.
