How to Convert Online Real Estate Leads in 4 Simple Steps

By Greg Smith

Greg Smith has called Colorado home since 1986, when he came to attend the University of Colorado. After selling a successful marketing company and earning a graduate degree in information systems, Greg joined RE/MAX Alliance in 1998, where he quickly became Managing Broker and later co-owner of the Boulder Valley office.

Are you struggling to convert online leads into actual sales? You’re not alone. It’s one of the biggest challenges in real estate today. But guess what? I’ve cracked the code. Let me share with you the simple steps I’ve used to turn leads into over $200 million in sales.

Step 1: Be prepared. Before you make that call, you need to do your research and be prepared. Look at the property the lead is interested in and do a quick search to find out what they’re looking for and why. You can also check their social media to gather any personal details. Doing these helps you understand them better. When you’re prepared, you can make the conversation feel natural, not forced.

For example, if you know they looked at a property on Main Street, you can ask, “Why did you pick that home over the others?” It shows you’re an expert and not just a random agent calling. This will also help you connect more easily with the audience and possibly address any objections they have.

Step 2: Have a clear objective. Every call should have a goal. When you pick up the phone, you need to know a few things:

• What’s their timeline?
• What motivates them to buy?
• Where do they want to live?

The more you know, the easier it is to help them. If they’re moving because of a job, you can provide information that fits their needs. For example, if they’re relocating for work, you might mention a great neighborhood near the office. This insight makes you more valuable to them.

Step 3: Build rapport. Now, here’s the secret to long-term success: building rapport. Don’t just talk about properties; ask questions about their family, hobbies, or dreams. When I follow up with leads, I’ll mention things that are important to them.

For example, if I know their kids are into sports, I’ll connect them with local sports teams. I’ve even shared contacts for high school coaches. It’s not just about showing houses—it’s about showing you care.

Step 4: Follow up. Lead conversion is a marathon, not a sprint. I’ve had leads who didn’t respond for months. But I kept following up—every week. After a few months, they finally reached out and said, “Hey, Greg, we’re ready to look at homes.” If I had stopped calling after the first no-show, I would’ve lost out on that sale.

If you want to turn online leads into big sales, use these four simple steps: be prepared, have an objective, build rapport, and follow up. It’s a proven formula that’s worked for me and can work for you, too. If you have questions, call or text me at (801) 560-9929 or email greg@boulderhomesource.com. I look forward to hearing from you!