If you want to make the most of the contacts, connections and data you’ve got, lead nurturing is absolutely essential. In fact, to get from initial lead generation to conversion, it’s near essential.
However, it’s common for agents to completely skip this step, and get put off the whole marketing process when it doesn’t deliver the results they’re after. So, what can you do to come out on top? Focus on nurturing your real estate leads and set aside time to do it on a regular basis. Follow these tips to find out how:
Never Give Up
Consistency is key, and if your communication with your leads is irregular and inefficient, you’re not going to drive the results you’re after. Because of this, it’s essential you maintain your lead nurturing activities on a regular basis.
The miracle of real estate lead generation is when a random individual visits your website, reads one of your blog posts and picks up the phone and signs with you. However, the chances of this happening aren’t high, so you need to place your focus on capturing that individual’s data and nurturing them through your sales funnel.
Let’s Get Started
That’s the end result you’re aiming for. The moment when your lead gets in touch, having finally decided to elect you as their real estate agent of choice.
That’s the goal – to move them from “I don’t want to” to “let’s get started”.
Understandably, not all of your real estate leads are going to be in the same stage of your sales cycle at the same time. And it’s frustrating, but you need to get used to it and focus on producing a full-cycle funnel that nurtures individuals, regardless of what stage they’re at.
Cultivating and nurturing warm leads into hot enquiries is a gradual process, and it’s not going to happen overnight. As a result, you need to learn to be patient with it. You’re going to have to stick with your activities and follow up with them to keep your agency fresh in their minds.
Get a CRM
When you’ve got 1 or 2, you might be able to remember them by name. But when there are tens or hundreds of leads in your nurturing cycle, that’s going to be a tall order.
CRM systems such as iDashboard are an investment, but it’s one you’ll never be sorry you made. They provide an efficient means of tracking your leads as they head through the buyer journey, so before you speak with one, you’ll know exactly who they are and how you should handle the interaction.
Define Who Your Leads Are
Set up an easy-to-remember system that categorises your leads. The simplest and easiest to implement one is hot, warm or cold. Hot leads are those who are ready to go, warm are those who are considering your services but aren’t ready to move forward right now, and cold are those who simply aren’t interested.
Each one of these requires a different nurturing approach, so it’s important you split your leads into these 3 defined categories to make the most of your nurturing efforts.
Nurture Your Leads Effectively
Whatever type of lead you have determines how you should nurture them. Hot leads need your attention right now, as they’re ready to go. Get in touch with them, leave messages, and send emails. Make 4-5 follow up calls before putting them back into the nurture system.
Warm leads are those that you often miss out on. Don’t let this happen. Keep in touch with them on a regular basis by sending them valuable content in the form of a newsletter. The same should be done with your cold leads until they either unsubscribe or express an interest in your services.