For VA Charlotte Hoover in Phoenix, helping her clients choose the right contact management program is key in creating a lead management process that fits the client's skill level, streamlines the process, and keeps the leads working non-stop. Here's how she does it.

MI: Did you have any experience in real estate before becoming a VA?

CH: I had almost 10 years experience in real estate before becoming a VA. I started as office manager for a company that collected data on new home construction for Realtors. Originally delivered in print form, when the product evolved into a computer-based program, I became involved in technical support and developing & teaching basic Internet usage continuing education courses for Realtors. When the product became HomeBuilder.com (sister to Realtor.com) my position became more sales-oriented and geared towards working with builders. I decided to get my real estate salesperson license in order to improve my marketability within that company, but in the process of getting my license I realized I wanted to work more with Realtors and their clients. I took a position with a Realtor and his team as a licensed Listing Manager, and later with another Realtor as an Office Manager.

MI: How did you make the switch from working onsite in a real estate office to working virtually?

CH: When I accepted the position as Office Manager for the Realtor, the physical office was about 30 miles away. She had an online database though, and I was able to do much of my work from home. About four months after starting the job, the Office Manager position was eliminated. My boss mentioned having heard of “Virtual Assistants” and encouraged me to look into it, as we had run her office to a large degree in a virtual manner. I found the PREVA website and from there have been building my business.

MI: How did your previous experience prepare you for working with real estate professionals as a VA?

CH: The majority of my career experience has included managing contact databases. When I was Listing Manager, I realized that most of my work; entering contacts into the database, developing and launching contact plans, monitoring websites for lead activity, etc. were all things that required I interact with a computer. And, computers can be linked via the Internet, meaning that most of my work could be done from anywhere there is an Internet connection.

MI: What real estate support services does your company provide?

CH: My main focus is on lead management, but I also offer supporting services, such as printing & mailing services for clients who want to send marketing pieces that aren’t conducive to mass mailing. An example would be CMAs and pre-list packets mailed to prospects. I also develop simple marketing pieces like just listed/just sold cards, and monitor expired/cancelled/withdrawn listings. I determine what I can offer on a client-by-client basis, but most additional services I provide are directly related to lead management. I have a system in place where I can refer out tasks I don’t perform myself.

MI: Why did you decide to focus primarily on lead management services?

CH: Most of my work experience seems to revolve around contact management with an emphasis on lead management, especially after the company I worked for became Internet-based. I like to think that I’m saving my clients time and money by freeing them up from managing routine lead-related tasks so they can spend time doing what they do best, which is assisting people in the purchase and sale of real estate.

MI: Will you explain the process you might follow with a new client who doesn't have any lead generation systems in place? Where do you start in determining what services are needed?

CH: My first question is “What program do you use to manage your contacts?” For me, this is the most important factor in setting up an effective program of handling contacts and leads, and not one to be taken lightly. For those who don’t have a contact management program, I will tell them a bit about the ones I know, but then encourage them to ask others what they use and to see what the program looks like. Choosing a database program is a very personal thing; the program one person can relate to may be totally confusing to another. Although most of these programs are very similar in what they do, the way they require the user to interact with the information can be dramatically different. To me, it’s like picking out a pair of shoes; if they don’t fit property I’m not going to wear them. If a contact manager just doesn’t “click” with the person who owns it, s/he isn’t likely to utilize it to its full extent.

MI: If a client already has some type of lead management system when she comes to you, what do you look for in deciding how to manage the process for the client?

CH: It depends on how involved the client wants to be with the lead. Some of my clients want a system that is completely automated where they have no personal contact with a prospect until the person requests additional information. Others want to keep in personal contact with their leads, and yet others lie somewhere between.

MI: What factors help you determine the recommendations you make to clients about programs to use for managing leads?

CH: Their comfort level with working on a computer is the first and foremost consideration. A person who isn’t comfortable working on the computer might think that a program with all the “bells and whistles” would be great, but if it is so complicated that the user feels intimidated whenever s/he opens the program, chances are it won’t get used.

Related to this is, what does the client want the program to do? There are many contact managers that can handle a contact from the time it comes in as a prospect, through the listing and/or escrow process, until it becomes a past client. If a client already has a system for handling listings and escrows in place, this feature may not be as valuable.

MI: What's your role as a VA in managing a system like House Values that has a lot of built in features?

CH: My main function with such clients is making sure information requests are promptly addressed, and to launch appropriate plans. I perform routine tasks; re-launching plans, and for some clients I monitor the entire to-do list, alerting them of non-plan related events they have scheduled, such as phone calls or appointments. These types of databases tend not to process incoming e-mail, so all incoming messages from prospects go directly to the client’s email for their direct attention.

MI: And how would your role be different as a VA in managing a program like Top Producer or Agent 2000 for a client?

CH: The services required to maintain both types of programs are very similar, with the exception that contact managers such as Top Producer and Agent 2000 offer customizable plans, whereas systems such as House Values generally don’t have quite the capability to alter the contact plans. As far as starting a program from scratch goes, I’ve found that some of my clients are happy with the templates that programs such as Top Producer and Agent 2000 provide, and some decide they want something completely customized.

From a maintenance standpoint, lead management in these programs CAN become more involved. As most of them have integrated email capabilities, it allows a VA to monitor for incoming messages from prospects, which can then be forwarded to the agent either via email, page or telephone, depending on the criteria established by the client.

MI: So what's the primary goal or bottom line in handling lead management for agents?

CH: My goal is to set up my clients on an automated system, and then manage the system in such a way as to free up their time so they can make personal contact with their prospects. My function as a VA is to handle the routine so my client can handle the rest. I consider myself a team member with a client; we each have a function and we depend on the input of the other to attain a common goal. And that common goal is to convert a prospect to a sale.

MI: Do you have any advice for real estate professionals who are considering working with a VA for the first time?

CH: Think outside of the box! The Internet has knocked down the walls of the traditional office. I like to tell prospective clients that the only thing a VA can’t do is file; everything else is possible thanks to the Internet. Talk to people who are already utilizing VAs to get an idea of what they are doing, and talk to several VAs. You may be amazed at how closely you can work with someone you’ve never met or seen, but you have to find a VA who you feel comfortable with. Sometimes it will be the first one you talk with, sometimes it might take awhile to find one you “click” with.

MI: Charlotte, thanks for taking the time to share your story with us.

CH: It was my pleasure!

To learn more about Charlotte and her services just send her an email at charlottehoover@cox.net or call her at 602-999-8537.

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.