Ditulis oleh Fazrina Fezili
For property agents specialising in lelong property, getting a new enquiry is always encouraging. More than 5 leads in a week sounds like a good result. But what happens when only one of those leads turns into a serious buyer?
Now compare that with an agent who gets fewer enquiries but manages to close two auction cases in one week. Which result matters more?
This is why property agents should look beyond cost per lead and start paying more attention to cost per closing.
Cost per lead tells you how much you spend to generate an enquiry. For example, if you spend RM500 and receive 50 enquiries, your cost per lead is RM10.
It sounds good, but those 50 enquiries may include people who are:
A lead is only the beginning. Cost per closing, on the other hand, tells you how much you spend to generate an actual successful transaction.
Agent A has the lower cost per lead. Agent B has the better cost per closing. For a lelong property agent, the second result may be far more valuable.
Buying an auction property in Malaysia can involve more questions than a typical property purchase. Buyers may want to understand the reserve price, auction date, property condition, location, financing and other important details before deciding whether to proceed.
That means the quality of the enquiry matters. Five serious lelong property leads can create more value than 20 low-intent enquiries.
The real goal is to move from:
Listing → Enquiry → Qualified Buyer → Auction → Closing
This is where the difference becomes more interesting. Some PropertyGenie agents have received more than 5 lelong leads in a week, while some agents have gone further and closed 2 auction cases in a single week.
Getting five leads shows that your property is attracting attention. Closing two cases shows that those opportunities are turning into business. For agents, that is the number that really matters.
Before you can close a buyer, they need to find your property. For agents managing multiple lelong listings, having an online presence can create more opportunities to reach potential buyers searching for properties by location, price and property type.
PropertyGenie gives agents a dedicated property portal in Malaysia to showcase their listings and build their online property portfolio. More visibility can lead to more enquiries and the right enquiries can lead to more opportunities to close.
Cost per lead is useful, but it should not be the only number you watch.
Ask yourself:
Because in the end, leads create opportunities, but closed deals create results.
List your lelong property on PropertyGenie and give potential buyers another way to discover your listings.
PropertyGenie — Get discovered. Generate opportunities. Focus on closing.