BIC TIP #1189: 100 to One, the Truth About Internet Leads
If you are going to farm internet buyers, Stephen Long, The Notorious BIC, wants you to walk in with your eyes open. In his experience, it is roughly 100 to one: about one hundred internet leads before you find a single person who is ready to transact. Internet lead generation is a long-term game, and the brokers who win it are the ones who do not quit early.
Internet Leads Run Cold
An internet lead is usually someone who clicked on a listing, registered on a website, or filled out a form while browsing. That is a long way from “please show me houses this weekend.” Stephen describes internet leads as a typically cold source of lead generation.
Most of these folks are early in their journey. They are curious, dreaming, or casually watching the market. They have not chosen an agent, and many have not even talked to a lender.
The Timeline Is Longer Than You Think
According to Stephen, internet leads are usually 30 to 60 days out from wanting to actually speak with you, and 60 to 90 days out from transacting. That means the lead you get today may not turn into a closing for months.
If you expect instant results, you will be disappointed. If you build a system that nurtures these leads over time, you will be in position when they finally are ready.
Do Not Let 40 Silent Leads Break You
Here is where many new brokers give up. They get 10, 20, 30, 40 leads, and none of them want to talk. It feels like failure. It is not. It is simply the math of a cold lead source.
Stay consistent with your follow-up, track your numbers, and remember that one out of a hundred will be ready. Knowing the ratio ahead of time keeps you from taking the silence personally and helps you plan your budget and your time realistically.
The Practical Takeaway
Internet leads can absolutely build a business, but only if you treat them as a long game. Expect roughly one ready buyer per hundred leads, expect a timeline of months rather than days, and keep showing up. Enjoy the long game, because that is exactly how it pays off.
