Best Practices for Following Up with Home Buyer and Seller Leads
In the competitive real estate industry, one of the secrets to success is promptly and proactively following up with leads. Whether home buyer or home seller, your leads have many options for choosing a real estate professional. Using the best practices below can help you land leads as clients instead of losing them to the competition.
Step 1. Organize your leads with a customer relationship management (CRM) system. Using a CRM system for real estate agents will give you an edge. Whether leads come from your own website or from real estate portals such as Zillow, Realtor.com and Trulia, they can automatically be imported into the TORCHx CRM.
Step 2. Respond immediately. Rapid response really boosts your odds of landing a client. According to one study, you’re four times more likely to qualify a lead if you contact them in 5 minutes than in 10 minutes. Wait 30 minutes to contact the lead, and your odds of qualifying them drop a whopping 21 times. With a CRM system that includes automated marketing, such as TORCHx, you can set up an automated response so even if you’re in the middle of showing a listing, you won’t miss out on a new lead. Of course, you’ll want to make sure your response doesn’t sound automated; personalize it to sound like something you’d actually say.
Step 3. Learn more about each lead. TORCHx helps here by tracking everything a user does on your website. It then creates a comprehensive lead report, including every property they have viewed, every search, and every interaction with you.
Step 4. Be useful. People who are buying or selling a home are bombarded with sales pitches. Stand out from the crowd by offering help, not a hard sell. Use the insights you’ve gained in Step 3 to reach out with information and assistance relevant to each prospect’s particular situation. For example, you can send a home valuation estimate to a seller or new listings to a buyer. TORCHx automates the process by capturing every search a prospect does on your website, then using contextual intelligence to send them alerts of new listings matching their search criteria.
Step 5. Set up a drip campaign focused on the first week after receiving a lead. This is a key stage in their decision-making process, and you should contact the lead at least once every day during this phase, with the goal to set up an in-person appointment. Use a variety of methods — phone calls, text messages and email – to reach out to the prospect. Create your own messaging or use the TORCHx library of community templates to save time. Just edit and personalize them to make them your own. What if the first week is over and you haven’t set up a meeting? Use a slower drip cadence to keep the connection going without pestering the prospect.
Step 6. Make the connection. Once you’ve met with the lead and turned them into a client, TORCHx can still help. The CRM records all the client’s interactions with you, your site and anyone else involved in the transaction. That enables you to continue providing personalized service throughout the relationship.