As a real estate agent, generating leads is essential for your success. With a strong pipeline of leads, you can direct them through your sales funnel to eventually make them a client. But that’s often easier said than done. Real estate lead conversion can take a lot of time and effort upfront. However, once you master the art of converting real estate leads, it’ll become second nature.

Today I’m going to talk to you about three primary skills everyone needs if they want to convert more of those leads into appointments and ultimately contracts. In this post, you’ll learn how to close a deal as a real estate agent by building rapport with your clients, asking qualifying questions, and always closing.

If you’re having trouble closing, explore our three tips on how to convert leads in real estate below.

Tip #1: Build Rapport

Three primary skills you need to improve your lead conversion are building rapport, quality for motivation, and closing.

The #1 and probably the most important thing that I see more and more people missing is the art of building rapport. Rapport is the harmonious relationship between you and another person. In real estate, it’s essential to make connections wherever you go and to establish rapport, as this can help with your real estate lead conversion rates.

Imagine a time in your life when you were not in rapport with someone.

That awkward moment where you’re sitting across the table and you’re looking at your phone and they’re looking at their phone and you are not saying anything.

Imagine if you knew exactly what to do to break the ice to really get to what matters most.

The most basic thing I follow and do every single time I want to build rapport is to mirror them.

We know that people prefer to do business with people just like them.

If I want to be in rapport, I’m going to use the same language they use.

I’m going to speak at the same pace and the same tempo.

If you want to convert more leads, you have to get out of yourself and get in the moment with the client.

I’m listening to their pace and tempo because it’s going to give me insight into whether they are visual, auditory, or kinesthetic in their communication.

I listen for the words that they use, their pace, their volume, and their tonality.

You can take just a little bit of their cadence; pay attention to their volume, use their language, by mirroring them.

And what happens, my friends, is that we build rapport within the first 60 seconds.

The moment we break rapport, we break trust.

In addition to mirroring leads and potential clients, there are several additional strategies that can help you build rapport and start converting real estate leads. Other ways to establish rapport include:

  • Active listening: Your leads have a dilemma. They’re either looking to buy a house, sell a house, or both. This means they need someone who listens to their concerns and provides help. Actively listening will show clients you care about them and their struggles. To actively listen, repeat phrases they’ve said to ensure you’re on the same page and ask guided questions to get more information out of them. This will help build trust, which can lead to a conversion.
  • Provide help: As stated, your leads are in a situation where they need help. During your conversations, naturally integrate how you can offer them a solution, such as marketing their home to a wide range of qualified buyers to get their home sold faster or how quickly you can meet deadlines if they’re in a pinch. Asking them how you can help and showcasing your solutions will instill confidence and convert leads.
  • Show gratitude: No matter how a conversation goes, it’s always important to show gratitude and thanks. Ending on a positive note boosts the likelihood of repeat customers and that you value their decision in choosing you as a realtor.

With these tips on building rapport with leads, you’ll be able to improve your real estate lead conversion and close more deals.

Tom Ferry - Success Summit 2022