QUALITY OF QUANTITY
An age-old phrase that holds true across many facets of life and business, including lead management.
As a real estate agent, it is easy to get caught up in the idea that in order to succeed, you must connect with as many people as possible, through whatever means possible. However, all this leads to is feelings of being overwhelmed as you try to determine the best strategy to reach out and follow up with each one. Rather than spreading yourself even thinner, focus on cultivating meaningful relationships with leads obtained through direct marketing efforts like home valuation landing pages, property landing pages, and social media marketing.
Once you’ve refined your book of leads, how do you grow those relationships and close the gap between being just another name that quickly slips their mind and becoming a trusted resource they turn to for their real estate needs? The answer lies in finding great marketing and CRM solutions and utilizing them.
SPEED OF RESPONSE #
There is nothing a lead wants more than a quick response to an email, inquiry, or another touchpoint. A good CRM that is integrated into marketing channels like a personal website with IDX search features will give you the leg up you need. The minute the lead is submitted via these marketing channels and added to the CRM, if it’s built with you in mind, you will be notified and can take immediate action via text, call, or email.
THOUGHTFUL FOLLOW-UPS #
Unfortunately, there isn’t a magic formula to determine what is required to convert a lead. What we do know is that the content of your follow-up and the way you execute it does make a big difference. With a strong CRM, you can note every interaction and communication with your lead. By jotting down their demeanor, what stage of the process they are in, any personal notes about their interests, family, work, etc., you will be able to effortlessly tailor your next communication to them, making the experience less transactional and more relational.
RELEVANCY #
Work smarter, not harder. Instead of blasting your cultivated group of leads with generic marketing, target each lead with value-driven content that’s relevant to them depending on things that matter to them. For example, if your CRM was linked to a property valuation landing page, a submitted lead is good as gold. Not only did you receive their contact information, you now have their mailing address and property information. A fully-loaded CRM will make it easy to place this lead in an email automation process that sends them laser-focused, relevant content daily, such as a video on the home selling process or other relevant content
Casting a wide net will result in catching fish of all shapes and sizes, requiring extra time and energy to sort the contents. Instead, focus on cultivating and nurturing an elite group of leads through relational vs. transactional actions and the use of technology, like a great CRM. By doing so, the ROI and conversion rate you will achieve per lead will be substantially higher.