Agents losing Facebook leads to competitors

Almost one if five leads generated by Facebook ads go on to instruct an agent, research suggests, but many are missing out.

New research gathered by TwentyCi and released by The ValPal Network (TVPN) suggests agents are failing to make the most of these leads.

The analysis found agents are converting only 5% of their own Facebook leads while the rest are instructing competitors.

The research showed that in January, 19.24% of Facebook leads instructed over the past 18 months, 5.13% listed with the agent that generated the lead and 94.87% listed with another agent.

Craig Vile, director of TVPN, said: “The number of leads generated is much higher than even we had anticipated.

“We all know that Facebook leads should generally be considered ‘top of funnel.’ But this just goes to show how important it is to value every opportunity, regardless of where it has come from.”

“This data is incredibly valuable because it highlights how important it is to nurture your lead.

“Salespeople are often drawn to the low-hanging fruit by nature, but there are rewards for those who choose to play the long game.

“Many agents are missing out on a lot of business – which demonstrates the need for lead-nurturing tools, like MovePal, which keep agents front of mind when the property owner decides the time is right to sell.”

The ValPal Network is owned by Angels Media which also publishes the Today group of online property trade titles.