Each of your real estate leads is unique and you know this by communicating with your top prospects in person and on the phone. What you may not realize, though, is that your nurturing strategy for each one of the prospects also needs to be unique in nature.
While the make-up of your lead nurturing strategy should remain consistent for every home buyer or seller that you interact with, the details of each of their housing situations will differ. For that reason, you’ll need a nurturing outline that can be altered and customized for all of your real estate leads.
Today we’re sharing some actionable strategies based on the strategies that top producers use to nurture and cultivate real estate leads.
Stage #1: Clean up your database.
Approximately three-quarters of CRM users noted in a Software Advice survey revealed that they received “improved access to customer data,” because of their lead management systems.
If your marketing mix is doing its job properly, new leads are constantly entering your database of contacts. And, hopefully, your lead management system is automatically creating dedicated profiles for your prospects so you can add housing preferences, photos, a buying or selling timeline, and other notations that will help you close deals.
Stage #2: Label your leads.
Labels are meant to serve as placeholders until you can gain more insight into their level of interest in your services. For example, prospects who are engaging with you digitally are often more likely to have their sights set on you, your office, or the listings that are featured on your website. It’s smart to designate these as “hot leads” so you can monitor who should get your white-glove treatment.
Stage #3: Prioritize your potential customers.
Some people may visit your website with the intention of buying a house someday, and others may be ready to start the process immediately. The buyer/seller process includes many stages, and you need to know when it’s time to help them take the next step. By diving deeper into their profiles, you can determine who is lower down in your inbound marketing process and who’s probably going to want your services more quickly.
Stage #4: Add leads to your campaigns.
Webinars and drip email campaigns are undoubtedly your best nurturing strategy. Emails that are sent manually will never go out of style, but automated emails to your various lead segments often do the majority of the heavy lifting when it comes to staying top of mind with prospects.
Before you can enjoy the rewards of this strategy, you need to structure the emails for each campaign, while keeping in mind that each lead bucket needs its own tailored message.
Stage #5: Monitor clicks and opens.
Generally speaking, there are 9 central email marketing statistics to monitor for the emails you send out. There are really just a couple you need to review daily to confirm that your nurturing strategy are performing up to your standards and further qualifying your leads. Email opens and email clicks are two of the most important.
Stage #6: Contact your most engaged leads.
Possibly the best stage is finally getting in contact with the leads you’ve established are ready to begin finding an agent to help them market and sell their home. Practicing your general pitch and sales script can make the difference between winning a lead over and sending them back into the nurture campaign.
Leads are essential to your real estate business success, and if you’re not using today’s technology to support a lead nurturing stratgegy, rest assured that your competitors are. We can custom-build an app for you that can help you generate and then nurture leads and do so much more! Check out the features that our apps provide, then contact us to request a free demo.