Statistics show that you are 21 times more likely to qualify a lead by calling them within 5 minutes versus 30 minutes. Our ‘Speed-to-lead’ patented technology identifies the buyers and sellers within your database then instantly sends you a notification to follow up.
If you have leads in front of you, it would be crazy to leave them unattended. A qualified lead is potential profit that’s sitting in your office right now. We’re all busy, but there’s nothing worse than seeing one of our prospects sell a property through another agent because we lacked follow up.
Prospecting and nurturing your leads is an important aspect of your overall marketing strategy for real estate. Particularly, following up and qualifying your leads is a crucial part of the sales process. It requires perseverance and determination to building strong relationships with prospects in order to convert them to clients.
Here are 6 tips to nurture and convert your leads into clients:
- Active Listening
Practicing active listening can get you ahead of the game to identify what your prospect’s motivations are for buying or selling a property. When you can step into your prospect’s shoes and understand their underlying needs, finding valuable solutions and building rapport becomes easier. With a strong marketing strategy for real estate, you’ll find yourself with multiple leads that require your attention. Active listening can help you get the most out of your initial conversations.
Tips to active listening
- Pay attention – the most obvious tip is to pay attention. Be present and engaged in what they are saying and don’t get distracted by your phone, computer, your surroundings or even letting your thoughts wander
- Maintain eye contact – no one likes speaking to a wall, so if you’re talking to your prospect face-to-face show you’re present by maintaining eye contact but don’t stare them down so you both feel uncomfortable
- Paraphrase- show you understand by paraphrasing what your prospect has shared with you. That way you can repeat what they’ve told you in your own words. This also eliminates any confusion, misunderstanding or miscommunication
- Taking notes – this is especially helpful when you’re talking over the phone. Make notes of key points that you can refer to later to strengthen the relationship
- Have patience – wait until your prospect has finished before you speak. Don’t assume and jump to conclusions by finishing their sentences.
Also wait to ask clarifying questions so you don’t interrupt them mid-sentence
2. Build Trust
Oftentimes sales representatives get a bad rap and the real estate industry is not immune to this. Customers are often weary that they’re going to be taken advantage of, especially when it involves a huge financial decision. Building trust is crucial, particularly when you’re trying to prove yourself at the prospect stage. Reassure your prospects that you have their best interests at heart and you’re here to help.
Honesty is the best policy. Be open and honest about what you are able to provide and what you can realistically achieve for your prospect and answer their questions truthfully. Show integrity by showing up on time and follow through with what you’ve promised. However, don’t over promise if you know you cannot deliver as this will damage your integrity and potentially your reputation. Be clear on your intentions and open during the process to ensure everyone is on the same page. Show that you have their best interests at heart and that their needs and customer experience are important to you. Finally, be transparent. If there’s miscommunication or you make a mistake, own up to it and move on.
3. Maintain open and effective communication
Communication is at the core of every strong marketing strategy for real estate. Without effective communication relationships don’t work. Maintaining open communication from the start reassures your prospect that if they decide to come on board, they won’t have to chase you up for information. It’s frustrating for clients to have to follow through with their agents just to get information that is expected from them. Welcome prospects to contact you and be timely in your response, whether it’s a call, email or text.
Touch base with your prospects to see how they’re travelling, whether they’ve listed with someone else or if they’re getting closer to finding their ideal home. This is valuable information that you can use to determine what your next plan of attack will be. Utilise the digital space through email nurture campaigns or social media posts. Encourage your prospects to engage with you online so you have multiple communication touch points to strengthen the relationship.
4. Offer Valuable Solutions
Show your prospect that you are a problem solver and are willing to provide valuable solutions, not a quick fix. Find what’s important to your prospect by understanding their underlying buying or selling motivations. Keep your prospects up to date with market trends and reports to build your authority and show you’re aware of what’s happening in the market. Under promise and over deliver. Going above and beyond at an early stage reassures your prospects that they’ll be in good hands all the way through.
Email marketing is a great way to nurture relationships while giving you a platform to send a steady stream of content and resources. Providing a potential buyer with your latest listing is great, but showing them you understand what matters to them is even better. For example, send them tips on buying a new home, schools in the area or an update of what’s on. Your goal is to build long term trust with your clients instead of a ‘transactional’ relationship in which your prospects and clients feel like another number. Long term trust pays off by turning into repeat business and referrals.
5. Determination & Perseverance
It’s no secret chasing up leads is hard work that requires determination and perseverance. Determination is what moves you forward while perseverance keeps you on your toes when things don’t go to plan. The fear of rejection is a common roadblock that’s difficult to overcome. The good news is that you can build resilience through flexibility, adaptability and keeping an open mind. This gives you a wider perspective to pinpoint why things didn’t go to plan and what you can do to find another solution and push forward. Remember, you’re in business and the rejection you’re experiencing shouldn’t be taken personally, as difficult as it may be. After time, the more perseverance and determination you have, the stronger your resilience.
6. Collect and Share Testimonials
Word of mouth definitely drives business and boosts your credibility, especially when it comes to a significant financial decision like buying or selling a home. Being able to physically show your prospect your credibility through testimonials will back up any word of mouth referrals that you get. Your marketing strategy for real estate should include ways to collect surveys, reviews, closed listings or videos from clients so you can easily share this with new prospects. Don’t miss the opportunity to document and share your credibility just because you didn’t ask.
Key takeaways: Your marketing strategy for real estate should focus on building relationships rather than a ‘transactional mindset’. Don’t leave your leads unattended. Act quickly to qualify them and chase them up ASAP. Instill trust within your prospects, turn them into loyal clients to generate repeat business and collect testimonials that solidify your credibility.
