Empower your Real Estate business with a lead nurturing plan for Real Estate

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let's talk about how to successfully follow up with real estate leads in a way that actually gets them to the closing table with you on the other side now when you meet a new Prospect who might be interested in buying or selling real estate you really want to make sure that you have your follow-up game kind of dialed in in the back of your mind and ready to go this is because most people are not ready to go right now like most people are not looking to enter into a contract to buy or sell a home in that moment especially if you are using strategies like social media marketing or other types of lead prospecting where you actually tend to meet those individuals probably about six months before three months before they're really looking to make a move if you meet a client who is not a right now client they're still a client that is a prospect that you really want to have in your business to have a consistent pipeline you just need the right systems and structure to help get you to the place to where you're along that path with them and then getting them to the closing table this is more effect the follow-up comes in now when most real estate agents think about effective follow-up they're thinking about templates and scripts for emails text messages phone calls that kind of thing but I actually have a different approach that works way more effectively and is going to help you stay in touch with the right people over time and it's a three-step process Step One is disposition the lead so that you can figure out where that Prospect is in the cycle of home ownership understand how far out they are from making a move and what steps they need to accomplish before they're ultimately ready to move forward on that process with you dispositioning the lead is really important in a lot of real estate agents get this wrong the normal approach that I see or the common approach that I see real estate agents taking is hey do you want to go look at houses here's a list of listings from the MLS and when the client says no I'm not ready yet they just assume that that's not a serious buyer and that agent moves on to the next one but instead if we have the mindset to disposition a lead what that allows us to do is really understand the goals for that Prospect and what might be standing in their way and how we can be an active participants in that journey to getting them to their successful home purchase or sale that is the disposition in order to successfully disposition a lead you need to find out three things number one are they looking to buy or sell within the next 12 to 18 months I know you're you're hearing this and you're like Steph I need business now yeah we all need business now but you're also going to need business 12 months from now if you're going to stay in in this industry right so we're going to count anybody as a lead who has intents buy or sell within 12 to 18 months number two is it possible for them to buy or sell within 12 to 18 months or that desired timeline now if someone has just filed bankruptcy they probably are not planning to buy or sell real estate anytime especially soon right so we're looking for people who are either actively saving towards their down payments and just need to clip up a few loose ends or maybe need to correct a few things on their credit or if they're homeowners they need to really establish their next steps over the next six months or so before they're ready to really commit to that process of actively getting their home listed and the third part of the disposition is determining whether or not they would be likely to hire you there are some prospects out there that just have an absolute aversion to working with any real estate agent no matter what you do or say right there are some people who just assume that we are like snake oil salesmen and they want nothing to do with us and that's totally fine we can wish them well and just let them be on their way there are also other people who are actively working or in contract with another real estate agents and have no interest in hiring you but you know might like to use you for time or just to pick your brain about questions right once you've determined those three factors how far out they are from buying or selling whether or not they can buy or sell and whether or not they would hire you you then have your disposition after the disposition we can then move on to step two setting the appointments now the disposition is just happening through some fact finding right that is happening through some thoughtful questions that we're asking during our first encounter so for example say you have a lead coming through an open house and you're asking them some questions when you're looking to buy or sell what is standing in your way for this process what's causing you to think a move is on the horizon right once we have some answers to those questions we can then go to set the appointments okay sounds like you you have a home purchase on your mind for the next six months sounds like you're kind of working on getting the local location nail down we need to get some financing questions I can help with all of this it might be helpful for you if we set an appointment to talk about the home purchase process and I can share a little bit about how I can guide you to the closing table what do you say now of course if that does not sound authentic to you you're using different verbiage But ultimately the next step in this process has to be to set an official buyer or seller consultation this is really important because if agents skip this and go directly into opening doors and showing homes you have now lost half of your credibility with the clients you've missed out on a huge opportunity to establish loyalty to set expectations and make sure that you are guiding the process along not just chasing after your client as they're running from door to door now what a lot of Agents do is when they skip this and those things occur they get stuck in the cycle of just reacting and responding to whenever this client wants you to go show them a house there's normal no loyalty there's no commitments and this is why a lot of times real estate agents tend to find that these clients will hire another agent over them if they are more convenient or faster to respond or if they walk into an open house and they just decide to purchase the home there with the agents even after you've been showing them homes for weeks that is why it's super important to set the buyer and seller consultation for every single prospect that you meet now during that buyer and seller consultation and if you need help here let me know in the comments if we need to do a deeper video on this topic I know I've talked about it a few times on this channel and of course we go very deep on this in the market Authority Academy where we actually train our real estate agents how to do this effectively but after that point you should have some a really good sense of how you need to successfully follow up from that point with the spire and seller and this is not the time to after that appointment set on a drip campaign that's just going to automatically send Communications that are templated emails on your behalf what you can do that's way more effectively is during that consultation you can get a very clear sense of exactly how far are out they are from making a buy or sell and actively working with them to set each Next Step through that process from here it's just a matter of establishing your task reminders to follow up with them in your CRM now you might want to check out this video my how to set up your CRM and in that I also talk about the different campaigns the follow-up campaigns that we use to stay in touch with clients maybe check that out but here's just a really quick look of what that looks like so in step three in establishing your follow-up you're just going to establish a follow-up Cadence that's going to line up with how far out this client is from looking to buy or sell for example if they are about six months out from making a move from wanting to actually be in a new home or moving out of their current home then you need to be reaching out to them a minimum of every 30 days likely even more frequently than that you have two options here you can set a reminder for 30 days from now to reach out to this individual and just touch base on the next step that you had outlined with them during that consultation so for example we're working with an open house lead who wants to purchase a home within the next six months and they need to save an extra couple thousand dollars and get their pre-qualification going with their lender the natural Next Step might be Hey listen now is a really great time to talk to my lender I'd love to make an introduction make sure you guys can have a conversation and if you want to check with any other lenders you trust now would be the time to do that as well let's set those steps in motion and then I'm going to touch base with you 30 days from now to see that those conversations with that were done and then we can establish next steps from there that is what effective follow-up looks like when you are an active part of the process and that journey to getting them to the closing table you are never going to lose that client unless you royally screw up which happens sometimes so you know just there's that but can you see how different that kind of approach to follow-up is from just having an automated drip email that says hey Pam have you seen any new homes set up on the market like no what we want to do is create the follow-up sequence ing to how many steps they need to take to get to the closing table and just have your CRM reminding you with those reminders like I mentioned in that video to touch base with them for those next steps I promise this is how you take any Prospect from being an unknown lead to a client for life this is the secret to effective follow-up give it a try and again check out that other video that I mentioned if you haven't recently but I hope that this is helpful and now my question to you is are you implementing follow-up in this way are you making it personal are you walking through that Journey with every single Prospect to get them to the closing table if not you might have some opportunities for some real growth here so let me know how it goes and again if you're looking for some hand holding in this process and you would like somebody on your own journey to creating and scaling your real estate business I would love to help all the details below about my coaching and mentoring program through the market Authority Academy are below and you can book a call with my team to learn a little bit about how we can help you have your best year yet and if you're looking for some quick tips on this topic I do have a live training coming up all those details are in the notes below where you will learn how to rev up your business by learning the marketing and systems approach to creating an attraction based business to attract your dream clients on demand thanks so much for tuning in until next time keep on crushing it foreign