Today’s blog is inspired by an article in the most recent publication of Realtor the Magazine.
Which basically dives into the psychology surrounding the interaction you have with your clients.
It’s a really good read!
If you have time I highly suggest you go check it out.
Following up with leads is obviously one of the most pivotal steps in securing a client and eventually, a closing.
As the digital tools available to you continue to advance, you can improve how focused and tailored your follow-up system is.
Obviously, you know buyers and sellers should have a different follow-up system set in place but can you break down those automated follow ups even more?
We’re going to determine the ideal responses to leads based on where they presumably are in their real estate buying or selling process.
If They Were Reading a Blog
Remember, if you’re a LeadSites user then you have access to Texty which not only texts you with the lead information but texts your lead with a message you have pre-composed for them.
So for today we’re going to focus on following up with leads via text.
Now, if a visitor spends time on a certain blog, or comes back to that certain piece more than once, here’s what you should do:
Send this follow-up text
If they left their info after reading one of your blog posts they’re clearly less motivated than someone who just left their info after viewing a listing, right?
This is a specific instance where you want to make it clear that you’re available to offer up more information for free without trying to lead the conversation.
Trying to force someone into discussing listings when they’re currently just looking for information will hurt your chances of landing a client.
So, make your presence known and your information readily available.
This probably isn’t someone who will be closing on a house in the next 30 days. However, that doesn’t make them any less important to the long-term success of your business.
If this attempt at contact doesn’t pan out send them a personalized email with information from your most recent blog post.
Knowing they were only browsing your site for information and following up with fresh content that offers value is never a bad idea.
If They Were Looking at an Instafarm/Community Page
Send This Follow-Up Text
With general community pages, there’s no specific listing viewed so you can assume this person is considering a move but not immediately.
Potential buyers over the age of 49 typically spend an average of 30-45 days working on finding the right home before they buy according to www.gobankingrates.com.
But that’s assuming they’ve already started viewing individual listings.
If they’re only looking at general communities, then they haven’t decided on a specific area just yet which means they’re probably part of the crowd of buyers that’s in the 10-week search phase.
Before buyers even enter the average 30-45 day home search phase, they spend an average of 10 weeks prepping with online research about communities.
You can find a break down on the research surrounding those number here.
Where your leads decide to leave their contact information gives you valuable insight into where they currently sit in the real estate life cycle.
If They Were Looking at a Specific Property
If the last page they looked at before leaving you their information was a listing you just found the most motivated digital lead you’re going to get on your website.
This means they liked a property they saw, they’ve browsed the listings, now it’s time to pounce.
Potential buyers over the age of 49 typically spend an average of 30-45 days working on finding the right home before they buy according to www.gobankingrates.com.
But that’s assuming they’ve already started viewing individual listings.
If they’re only looking at general communities, then they haven’t decided on a specific area just yet which means they’re probably part of the crowd of buyers that’s in the 10-week search phase.
Before buyers even enter the average 30-45 day home search phase, they spend an average of 10 weeks prepping with online research about communities, breaking down the various pros and cons of each area.
You can find a break down on the research surrounding those number here.
Here we want to be direct and specific without directly saying something like, “I saw you looked at 1253 Larchmont street at 4:15 yesterday on my website” that’s too much.
But you could text them something along these lines…
What you’re doing with a follow up like the one above is essentially leading them into discussing what you want them to ask you about, THE LISTING!
This is essentially striking a balance between subtle accommodation and direct focus.
Now onto presumably your next question: why send a text message instead of an email?
The reason I’d advocate relying on texting so much more in your follow up system is because people are having their inboxes flooded with emails daily now.
If you have the opportunity to get you message in front of someone’s face immediately, I’d go that route, especially if they’re already looking at listings.
If the communication dies down after the text I’d follow up with an email.
Maybe something along these lines:
Remember, this is the most motivated lead you’re going to come across.
Make sure you’re doing everything in your power to accommodate their needs.
Looking for more examples and templates? Check out these blogs!
13 Free Real Estate Text Message Templates
10 Free Real Estate Email Templates For Every Situation