Weak Real Estate Leads Or A Weak Follow-up? [Fix Both In 10 Minutes]
Are your leads really weak? Or is your follow up system lacking in consistency? Did you know it takes between 5-12 points of contact before someone wants to do business with you?
I HAVE WEAK LEADS!!!!!!
I hear this every week. Every single week, guys…
Not every single lead will be IMMEDIATELY motivated to purchase a house the day they opt into your website.
But if the contact information is correct, they knowingly opted into a REAL ESTATE website
And they have a pulse….
You have a viable lead on your hands!
Where you might be lacking however, is in your follow-up game!
Want to skip ahead?
Now, it’s important to understand the difference between a PROSPECT and a motivated LEAD.
Both are still valuable to your business but need to be treated very differently.
If you have one automated email campaign and the same text response for every single lead, you’re hurting your business.
Let’s use Texty as an example.
This is what I’m talking about. Why would you want to send the exact same response to someone who wants to find their home value and someone who was interested in a community?
First, we’re assuming one is a buyer and one is a seller.
So, these two leads should fall into different email campaigns, but we’ll cover CRMs soon enough.
You’re right you can’t…but that’s not what I’m asking you to do.
Most leads/prospects will fall into a manageable number of categories.
You can customize your automated responses based on those categories.
So staying with Texty, let’s try changing the responses above to something like this:
Now that’s all well and good, but what I really want to do is try and break down the notion that you’re not landing deals because of weak leads.
The biggest issue I have with this is it gives you nothing constructive to build on.
If the ad strategy and targeting are correct, the leads aren’t weak — your follow up system is weak.
On average it takes between 5-12 points of exposure/contact before someone is interested in doing business with you.
You wanna hear something else that’s crazy?
In the world of sales, 65% of businesses admit they have NO FOLLOW UP SYSTEM in place.
I had meundies.com reaching out to me for the next 6 months after I opted into one of their landing pages.
Eventually, I caved and bought during a promo they had and guess what….
It was the best damn decision I ever made (Micromodal fabric is amazing)
But back to the main point…..
Let’s list out a possible framework, shall we?
#1 Content Exposure: Let’s assume the first point came from a FB ad that led them to a Squeeze page where you gave away an eBook.
#2 Texty: Automated texts sent out immediately with a link to schedule a meeting/call.
#3 Initial email: First automated email from your CRM thanking the prospect/lead for leaving their info and asking if you can provide them with any additional information (possibly include a survey).
#4 First Phone Call: The great thing about Texty is in addition to texting leads with an immediate response you receive a text notification when the lead submits their info.
#5 Second email: (presumably from an active content campaign you have running)
#6 “Handwritten” letter: Use something like Bond.co (really unique no one is doing this)
There you go, you have your first 6 points of contact all laid out.
From there, I would simply make sure you’ve got them on a weekly newsletter/content campaign.
I’m gonna hit you with some truth right now…..
The CRM you’re using is not going to be the definitive factor in your successful real estate follow-up system.
Yes different CRMs have different strengths but they all have the same purpose.
For the purposes of this blog, I’ll be using one of my favourite options to illustrate my points.
Both MailChimp and Hubspot are FREE CRM options that (in my opinion) offer all the functionality you need.
If you enjoy a real estate specific CRM like Wise Agent or Realtyjuggler that’s perfectly fine.
Use what you’re familiar and comfortable with.
Well, first there’s the interface…
I personally enjoy how clean the interface is, there’s a lot of unnecessary information removed that can ultimately be distracting to your goals.
The point of your CRM is to help GROW your subscriber base and help you IDENTIFY your most important SOURCES.
I also really appreciate the depth of the educational material you have access to.
You have the available tips and suggestions on your dashboard and a VERY insightful blog, as well as a help center available.
Also, to keep your automated email sequences from looking like every other dated real estate email….
you have access to a number of templates and themes that keep things engaging.
The biggest con is that you’ll have to pay for the available automated systems.
However, I don’t have much of a problem with that (they have to make money somehow).
The pricing structure is still significantly less than most major real estate CRM’s too.
In order to have access to these additional features, you’re looking at $10-15 a month.
That’s $120-$180 a year
I’ve yet to find a quality drip campaign sequence from any of the current major CRM providers in the real estate industry.
So, I wouldn’t use that as the qualifying factor when you’re choosing one.
I would take time every weekend or even a couple hours somewhere in your week to write out the emails that will be sent out
To leave your email list (which is a valuable resource) entirely in the hands of a drip sequence is crazy to me.
If you’re new to starting these campaigns yourself I’d start with something simple
Again, I’m using MailChimp as my example but you should be able to do this with any CRM.
Why should you segment your campaigns?
Your “Welcome Campaign” (that includes that calendly link) can consist of an appealing layout and a list of the resources you have available on your site.
That campaign you only have to build once then leave it be.
The other two you can certainly take the time to write up yourself weekly.
We’ve got you covered there too, here are two blogs that are filled with email templates for Buyers and Sellers.
all these templates are downloadable and will help you fine tune your campaigns.
If you want to set your client up on email notifications that center around listings, you can do that from your website.
You can also select the days the emails will be sent and fine tune the search parameters as well by selecting “More Search Options”.
that should cover all the bases of a successful follow-up system but let’s do a quick recap!
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