Lead Coordinator switch from intial call to follow up calls

[Mitch]

Most of you know that I have been testing a Lead Conversion Administrator (LCA) for the past year. Over that time period, there really hasn't been any increase in business between her 4 Agents, and the rest of my Agents. In fact, these Agents have tended to do less business than my Agents who do this on their own.

I met with all 4 Agents and the LCA to determine what the problem might be. I know it's not my LCA because she is awesome and probably has one of the best work ethics in my company. What we figured out is that these Agents had a complete disconnect to the customer and even though they would receive their follow up notes to contact these people, they very seldom did so.

After learning that, and hitting a few golf balls so I didn't hit my Agents, we decided it was in our best interest to either end the program or try another approach. Since I have faith in the program, we decided to change the program to where the Agents make the initial call and then our LCA concentrates strictly on follow up calls as the Agents assistant.

It's been a few weeks so far of testing this and all signs show that this is going to be a great change. Her 4 Agents up until June 30 had closed 31 sales which is off from our desired rate of 1.5 sales per month per Agent. Since implementing the program, these same 4 Agents have 12 closings coming up within the next 30 days. At this rate, this could triple their sales, if they double I will be very happy with the program.

I know there are many of you who are looking at having lead coordinators and I thought this info could help some of you along. Keep in mind that it's only been a few weeks of testing this new approach, and some of these sales might have come regardless of the switch. However, it's looking positive so far. I'll keep you updated as we move into the next month or testing.

[Justin Havre]

I think that this is a good change as the agent will build instant rapport with the client they will be working with.

Thanks for sharing your findings Mitch.

[thataway61]

Thanks for the info Mitch.

[Micheal Pannell Realtor]

Mitch that is the way i do it

[metaylor9]

Logistically, this seems backwards to me. If you want an immediate or relatively immediate initial response, then it seems to me the best would be to have a lead coordinator call initially. This would eliminate any delay if the agent is on an appt. etc. Then agents can schedule follow up calls as it fits in their schedule.

It sounds like the real problem is most agents just wont make those follow up calls and the LCA will. So...ideally the agent makes the follow up calls but the reality is most won't and this system is a way of circumventing this? Is this about right?

[Mitch]

It seems backwards to me too which is why for the past year we did it the other way. However, after testing it for over a year that way with no difference in results between Agents using her and not using her it was time to make some changes.

Ideally the Agents will make the follow up calls...however, the reality is that most won't. By having my LCA do the follow up calls at least I know that portion is being done.

Eventually I might hire someone to make the first calls too and just pay my Agents a 40% split instead of a 50% split...that's my thought process but I haven't sold myself on this yet.

[GregPDX]

Mitch, are you still seeing improvement since the switch?

[Joelrunner]

We had similar issues. We had a team of about 15 agents, and we actually reduced their splits by 10% to pay for a full time "customer care coordinator".

Although we only saw about a 10% increase in productivity, the agents LOVED it because they spent FAR less time working leads - 85% to 90% of which would never turn into a sale or even an appointment.

[Mitch]

Greg - We are continuing to see great results from the switch from first call to follow up calls. We counted 8 sales in August that we know we saved from the program. This month we have 35 contracts so far with the team of 4 responsible for 12 of those contracts. This Tuesday we had our second LCA hired so we will see how well that goes. I have a third waiting to be hired but I wanted to do one at a time so we get it right.

The hardest part is helping the LCA's understand our system and how to drill down so they know who to call. Once they get that, it is pretty easy. Basically they call the leads that have been in the system the past 24-36 hours. It's always a fresh group and plenty to call!

I'll keep you updated when I do my stats. I'm thinking the end of this month I will take each agent and figure their # of sales since the switch. It should be interesting!

[SCP]

@Mitch - Thanks for sharing this information. It is extremely helpful to for smaller setups like me to learn what works and what is the best approach to lead management. I look forward to your reading your results.