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2
Engage With Leads To Make The Right First Impression
Many real estate agents spend the first year of their careers "chasing down leads."
The process starts by telling everyone you know that you're now a real estate agent. From there, hours of in-person networking are usually used to fill the funnel. But the truth is, most of these people aren't leads in the technical sense. They are prospects, people you only hope are interested.
Someone becomes a lead when they raise their hand in one way or another and signal that they really are interested in your services. They may not be prepared to buy or sell right now, but they do care to hear more. These relationships can be deepened until the lead becomes a customer.
This is a crucial distinction for real estate in particular.
You could focus all of your attention on networking and cold calling like the real estate agents of old, but inevitably, you'll end up investing more time on prospects who aren't interested than on leads who'll be ready to make a decision within the next quarter.
That can lead to stress and burnout, as it feels like your efforts are going nowhere.
Luckily, there's an alternative. By optimizing your real estate website, you can help leads self-educate and make it easier to engage with them at the right moment. Much of the process can be automated, ensuring you take powerful action at the right time rather than just "staying busy."
Meaningful Engagement Is Essential to Today's Real Estate Success
What makes a moment of engagement particularly meaningful?
Based on feedback from thousands of agents and brokers, "meaningful" engagement is:
- Timely
- Relevant
- Personalized
Any form of engagement with your leads can be meaningful when it delivers the right information at the right time based on what you know about that person's wants and needs. The format — call, text, email, and the rest — is usually less important, but some are easier to scale with your business than others.
Ideally, your website should be set up with a number of "conversion actions" so you are notified at the very moment a prospect becomes a lead. A lead may surface after having certain interactions with your listings, joining your email subscriber list, following you on social media, and so on.
A Customer Relationship Management suite like the DeltaNET®6 can give you the total visibility you need so you always know where, when, and how to engage. With data from your CRM, you can follow the best practices below to turn more of your leads into customers:
- Respond to Leads Right Away
Research shows that responding to a lead within ten minutes makes the biggest impression on them, and you are most likely to have a full conversation with them if you respond within five minutes. This only becomes possible when your website notifies you instantly about new leads! - Focus on the First Ten Days
Once the lines of communication are open, use everything at your disposal to demonstrate your value in the first ten days. This time period is crucial to the decision-making process. It's a good idea to forward a lead with helpful online content and listings that match their priorities. Text to follow up if a lead "goes dark." - Start Your Own Facebook Group
Although Facebook isn't as wildly popular as it once was, millions of American adults still use it, and that includes most of your future customers. A Facebook Group lets you stay in touch and respond directly to questions and comments from leads, positioning you as a trusted advisor throughout their process. - Create a Useful Lead Magnet
A lead magnet is a sophisticated, high-quality piece of content you offer leads in exchange for joining your email marketing list. One of the most popular lead magnets is a report on the local real estate market. You can generate a white-labeled Market Watch Report from DeltaNET®6. - Use Email Drip Campaigns
Email marketing is the most cost-effective way to stay in touch with a lead for a long period of time, even if it takes months for them to enter the market. By emailing a lead once or twice weekly with helpful, informative content, you'll remain top of mind and more likely to close a deal. - Share Your Social Proof
Social proof is everything that shows a lead that others "just like them" have had success with you. A testimonial is the basic "unit" of social proof. You can spice it up by getting video testimonials, or build out a sort of miniature case study with details on the situation and home the customer bought or sold.
By automating first contact and initial follow-up with DeltaNET®6, you set the stage for a productive and mutually beneficial partnership. Contact us to discover more or get started.
