Timely response and a personal touch are key to effective lead management. VA Renae Bolton of Marketing4Realtors in Cleveland, Ohio, shines at making this happen for her clients. Read on to see how she mans the computer so her clients don't have to.

MI: Tell us how you came to work in the virtual support field.

RB: I began working in the traditional corporate arena as an Executive Assistant. My first freelance projects came from engineers and architects as a result of the job I held at that time. That was back in 1995. I worked for an engineering firm and that is how I met my contacts. They were freelancers and needed tasks such as PowerPoint presentations, proposals, and general typing support. I started off part-time, working after work and on weekends.

MI: Your virtual administrative support business seems to pre-date use of the term Virtual Assistant or VA – at what point did you recognize that there was an industry developing along these lines?

RB: When I began networking more online, that’s when I started hearing the term “VA.” That was in January 1998 when I put up my first real website. At that point, I realized that a lot of what I did fell into the scope of services that a VA provides.

MI: When did you begin offering support services to real estate clients, and what took you in that direction?

RB: I had an opportunity to attend the NAR Convention and to host a roundtable during one of your workshops. The entire audience, of course, was real estate professionals. That was in 2003. Since that time, my primary client base has become real estate professionals.

MI: Give us an idea of the types of services you’ve provided for real estate professionals.

RB: My services focus on marketing and lead management. That was what I promoted during the NAR Convention – marketing services. I had refocused my service offerings to primarily revolve around marketing back in early 2003. At that time, I realized how important it was to focus on a specific skill set. Then, as I began working more and more with real estate professionals, I transitioned once again into lead management in 2004, which is what I focus on now. Just as in any business, VAs also often go through a business soul-search, if you will. It is a time when you look carefully at what you are doing and decide if it is really what you want to do and are best at or if there is something you have developed a strong set of skills in and would rather focus on.

MI: Explain a bit more why marketing became your focus and how those tasks can be handled virtually.

RB: Initially, my services were traditional secretarial support. Typing, presentations, mailings, etc. When I decided to move into marketing, it was because I considered it fun, first of all, and then, because it seemed to be such a vital part of any business but the one part that is most often neglected. We all are guilty of becoming increasingly busy with the actual task of running our businesses. As a result, we take time away from marketing, which is what will keep us busy in the future. Marketing also requires more skills than secretarial support did. It was an opportunity for me to raise my skill levels and broaden what I could offer my clients.

Marketing isn’t just putting up a website and sending out your brochure. It is a concerted effort to tell your target audience that you are here and this is how you can help them – and then to show it! Marketing services I provide are geared around listing coordination. Setting up properties on the MLS boards, sending out feedback requests through Home Feedback, Just Listed/Just Sold postcards, sending out traffic reports from Realtor.com ®– these are just a few of the marketing tasks I perform. And, because all of the programs we use (HomeFeedback, Realtor.com®, etc.) are Internet-based, it is really easy for an experienced VA to step in and handle these tasks virtually.

MI: So lead management has become your primary focus – what specific tasks are a part of lead management support for a VA?

RB: Yes, as I stated earlier, I moved into lead management in 2004. As I worked more and more with real estate professionals all across the U.S., I realized just how much I enjoyed lead management and decided to make that my primary focus. The tasks involved include responding to leads that come in through e-mail; responding to follow-up e-mails from leads; and setting up leads on marketing campaigns. It also includes tracking leads by where they came in from, what campaigns they are on, when they are ready to buy, and property types they are interested in; setting up clients and potential clients with the MLS automated searches for homes; adding leads to action plans in Top Producer and other vendors. It is time-consuming to respond to leads in this fashion. That is the primary reason most real estate professionals outsource this area.

MI: Why do you feel that effective lead management is so important to your clients?

RB: The important thing to consider is that all of the real estate processes create a cycle. The leads come in (via your website, AVR, etc.). If properly responded to, those leads turn into transactions – buyers or sellers. Those transactions turn into closings that produce income. A portion of that income is hopefully used to continue your marketing. The marketing creates the leads. The leads come in… It is all a cycle, which, if done properly, will keep the agent from having peaks and valleys. Instead, he or she will just have one long, wonderful ride!

MI: As you know, web based services are such a big factor in the way real estate business is conducted today. This means that quick response to customers is critical. How can you as a VA help ensure that this happens in the lead management area?

RB: That statement is 100% correct. Although, contrary to popular belief, a potential client is not sitting at his or her computer waiting for you to respond to the e-mail they just sent, they still want a response in a timely fashion. For most busy real estate professionals, this is just not possible. They can’t be at their computer answering e-mails and out showing properties at the same time. That’s where I come in. I am able to respond quickly to leads that come in, as I am available all throughout the day to check for new leads. I also check for leads over the weekend, several times a day.

The leads receive a personalized e-mail from me, on behalf of the agent whose client care services I am providing. The e-mails provide all the information they requested plus attempt to gather even more information from the potential client. Why is this important? First, whoever responds to the client first, wins. Most leads are surfing the web, looking for information about properties they may be interested in. The real estate professional who responds to them first, without using a canned response, will most likely be the one with whom the lead will build a relationship. Second, the goal is to let your potential clients know that you are here – even if they don’t see you – to answer their questions and provide responses to their requests in a timely fashion.

MI: How would you go about helping a new client set up lead management services?

RB: First, I would go through the programs, software, and systems my client currently has at their disposal. The purpose of this is to determine which programs are actually working for the client and which ones need tweaking. Then, I set up a spreadsheet to track new incoming leads, based on what the client would like to know (where the lead came from, what properties they were interested in, what action plans or marketing campaigns they are on, etc.). When a lead comes in, they are added to the spreadsheet with all the details. They are then set up in an address book (in Top Producer or another vendor). Next, I send out a personalized e-mail, answering their questions or including property information, if it was requested. If the client has a newsletter, I add the lead to the list to receive the newsletter. Otherwise, I set the client up on an action plan and a marketing campaign.

When leads respond with more questions, I attempt to set the lead’s mind at ease about having a telephone conference with the client and attempt to set up a date and time for the call. This is then either added to my client’s calendar or e-mailed to my client with details. Finally, I continuously track the stage of the campaign they are on and monitor the action plan items to ensure that my client is staying in touch with the lead. All of this is detailed in the tracking spreadsheet.

MI: Are there any special tools or software you use to communicate with your clients and keep the systems flowing smoothly?

RB: I primarily communicate with my clients via e-mail. Some of them like to pick up the phone and hear my voice every now and then but, for the most part, we work through e-mail. I have a very small number of clients who utilize the instant messenger programs as a quick way to reach me as well.

MI: What’s the biggest challenge you face working virtually with clients?

RB: The biggest challenge is helping my clients to understand just how important communication is. Sending work back and forth is not efficient if we cannot get our questions answered in a timely fashion. But that also goes both ways. If you are working with a VA who does not respond to you within a few hours, then that is also a problem.

MI: Renae, thanks for taking the time to share your expertise and experiences with us. You’ve provided great insight into the work of a Virtual Assistant!

RB: Thank you for the opportunity! It was my pleasure and I hope that this has helped the readers understand a bit more about marketing and lead management.

To learn more about Renae and her services just send her an e-mail at renaeb@triple-j.net or call her at 216-619-2663. Always remember to do a thorough due-diligence before hiring any kind of assistant. This interview is part of an ongoing series of VA profiles designed to help you find the perfect VA or VA team to help you get organized, profitable, and in control of your business.

(NOTE: Mr. Internet, his company and staff receive no compensation whatsoever from any third party vendors or service providers. Also any virtual assistant or consultant profile found in this publication is not to be construed as an endorsement of their services by Mr. Internet or his company.)