7 real estate lead nurturing strategies to convert leads to clients
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Most real estate agents I coach do not have a lead problem – they have a lead nurturing and conversion problem. Finding real estate leads is relatively easy. However, the fortune is in the follow-up, especially considering almost all of these leads will start as strangers.
It’s up to you to build a relationship with your leads over time by implementing a strategic real estate lead nurturing plan for your business. Understand why nurturing is essential, and check out my top seven lead nurturing strategies and best practices to help you convert more leads into clients this year.
Why is lead nurturing important?
Buying or selling a home is a big deal. It’s usually not an impulse. And NAR data shows that 81% of sellers and most buyers only interview one real estate agent! This means that being the first agent to contact and properly nurture leads is critical.
The nurturing phase is the key to building trust with a lead, and this trust is the key to winning the business. The majority of buyers and sellers will become a lead months or even years before they’re ready to actually move. It’s our job to keep in touch, provide value and be there as a trusted resource when the time is right.
7 ways to nurture leads in real estate
Wondering how to best nurture your leads to convert more of them to clients? Let’s break down our top seven strategies into actionable steps for your business.
1. Text your leads
Texting is a less aggressive way to keep in touch with your real estate leads. While there is something to be said for the added personal tonality of a phone call, texting is a great option for nurturing a lead who you do not have a relationship with yet.
The lead is more likely to respond to a stranger’s text than a stranger’s call. Text is also a good medium for sending properties to buyer leads, as there’s a better chance they will see a text over an email, which could end up in the spam folder.
2. Email Your Leads
An email drip campaign is an easy “set it and forget it” lead nurturing strategy. Here’s the concept: add each lead to your CRM, add them to a once or twice per month email campaign and they will hear from you consistently. This strategy allows you to leverage your communication and prevents leads from falling through the cracks.
3. Call your leads
True, they may not answer. But calling is a more personal touch than text or email. Even if you’re simply leaving a voicemail, calling allows the lead to hear your voice and feel more connected to you, hopefully prompting them to call you back.
Pro Tip
Plan in advance what you’re going to say if they answer and what message you’ll leave if they don’t answer. It’s easy to get caught off guard and fumble your words without this advanced preparation (I know from experience)!
4. Send snail mail
Old school? Yes. Memorable? Yes. When used as one part of a multi-pronged lead nurturing plan, snail mail serves as an important pattern interrupt. Very few real estate agents consistently mail to their leads.
You may be wondering how you get a lead’s address. You can look it up in public record if they already own a home (this isn’t as easy with renters), or you can give them an incentive to give you their address, such as running a contest in which people need to fill out a form to enter to win. Make the address field mandatory on the form, and there you go!