Do you consider all internet leads to be "hot"?

I recently heard a statistic that has been bothering me for a couple of weeks.

Has anyone heard the statistic "92% of all internet leads prefer to be contacted the same way they contacted you: by email". Does anyone know where this statistic came from or can anyone back this up with substantial data?

I did some research of my own and so far, I can't find any substantial evidence supporting this. However, in conducting research online I discovered that in the industries of insurance, education, real estate sales, and autos that they advocate not all internet leads are created equally. If the prospective customer includes their phone number, calling them should be your first step. It builds value and rapport.

I thought this was interesting for two reasons. First of all, multi-family is normally behind the trends of most of other industries. And secondly, if a prospective customer offers a phone number, isn't that a direct invitation to call them?

So my question is: Are all internet leads considered hot? If you get 2 internet leads and the first one contains a first name, an email address, and a short note and the other contains first name, last name, phone number, email, physical address, and a note...which one would you want your teams to focus on first?

As a follow up question, does anyone use a grading system to suggest the quality or lease probability of an internet lead?

Melissa

That's a really tough question Melissa! There are a lot of "statistics" in our industry that most of us have no idea where they actually came from. I don't know if they'd have that particular statistic, but I'd check with Jen Picotti at SatisFacts for some actual numbers. That's their biz!

I am of the opinion that not all leads are created equally. I know that as a renter, if I'm really interested in moving somewhere, I will take the time to include a short note and make sure that they know I have a dog, what I'm looking for, etc. When I was on site, leads like that got my initial attention. However, even though I don't think they're all created equally, I was always sure to follow up on EVERY SINGLE LEAD, hot or not. It costs a lot to make the phone ring and it costs a lot in marketing to make those emails come in, so I always wanted to make sure that Marketing got their money's worth!

If you come up with a good grading system I'd love to hear it!

Thank you Heather. I appreciate your feedback.

Yes, I agree that all leads should be followed up on. I will check with the folks at Satisfacts as you suggested.

I sure hope the on-site teams will take the time to call the internet leads as you did if the customer includes their phone number. Who knows..they could be out driving around looking at apartments that day or getting ready to board a plane for your area to search for a new place to live.

You know, I was thinking about this today. Even if there isn't a number, with the propensity of blackberry and windows mobile devices and iPhones out there these days, that email address is almost as golden. I don't know the numbers but just to guess I'd say that 45% or more people out there probably get mobile email.

Print may be dead, but that doesn't mean that text is.

I think the key is getting back to them in quick fashion no matter their preference. I liken a delayed response to being on hold on the telephone or requiring me to click six times to get to the information that I want to see in one or two clicks.

As for the stats - 92% sounds suspect. Where did you hear it?

Okay, so I have no idea where the stat stems from, but I would think that how you rate the email vs. phone # included leads really depends on your perspective.
I have worked for companies where the basic belief was that they had something the consumer wanted. Therefore, they felt that if someone didn't include requisite information, that was the consumer's loss. On the other hand, if you approach the prospect information as something you need and have even a 10% or less chance of actualizing it, you'd treat even the basic email addy with hope.
Personally, I don't mind or treat differently prospects who only include the email. I look at it this way - even if I am desperate for a new home, I have enough going on with my day-to-day basics that choosing when and how i respond to sales is a welcome relief.

Oh yes, the 6 clicks thing makes me crazy! I click away and go somewhere else.

I heard this statistic from 2 multi-housing companies. Both have built their mystery shop rules and criteria around this stat. For example, I've seen a rule that says "respond to the customer the same way they contacted you". I strongly feel as though these companies could be missing a precious opportunity to personally connect with a customer by not choosing to call as well as email. Again, if a prospect includes their phone number that is an open invitation to call.

Thank you for your response.

You know, that is a really good point. I hadn't thought about it from that angle.

My biggest concern was that we may have Leasing Agents allowing good leads to fall through the cracks by not taking the extra step to call a good quality lead as well as send an email with requested information.

You are likely correct with your guess of 45% and I know that figure will continue to increase as mobile devices improve on speed and capabilities.

The thing to remember is that when it comes to the Internet, the client is in control. When they request information, regardless of the information they provide, they are opening the door to a conversation with you. Some may not be ready to physically talk to you yet, but they are ready to learn more. As long as the client feels safe...and in control, they will continue a dialogue with you. That said, I think that every lead should be given the same consideration. In person, some people are open, and some are guarded. It doesn't mean one is more likely to lease over the other, it just indicates different personality style.

Good point, Lori! I've always thought that leasing was a little like dating. Now we've just added the online element to dating. You don't meet them or tell them too much until you're sure they're not a weirdo.