Using the Internet to capture real estate leads can be an exciting way to earn new business. It can also be a major undertaking for those without the training, understanding or systems to manage online lead generation.

According to NAR, 88% of consumers are researching homes online. This is before they ever pick up a phone or reach out to a real estate agent. The rapidly evolving online world makes it imperative that you create a system to grab and retain the attention of today's home buyer.

If you have hired a lead coordinator, bought smart phones for your sales associates and created back office systems to distribute leads, you may believe that your job is done. You would be wrong. Building a successful online lead generation system takes time, skill and management.

Shift your focus from lead generating for a moment to lead management. How are you handling these leads and what could you do better? Let's begin by overcoming a few myths or beliefs you might have and find solutions that allow for better lead management and performance.

Myth 1 – It is about lead generation, not lead management

Wrong. How you manage your incoming leads is far more critical to the success of your overall lead system. Stop worrying about bringing more leads in if you are not focusing on the cultivation of the leads you have.

Many real estate professionals make the mistake of taking the lead, making a phone call and then tossing it aside. Cultivating a lead requires time and effort. Whether the consumer is interested in purchasing one week or one year from now still necessitates a system where you remain top of mind. Use touch point emails and phone calls to build a relationship with your potential client. Offer valuable information that positions you as the local real estate expert.