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welcome to fast class by boomtown everything you need to know to capture convert and close more real estate leads it's rapid fire real estate courses for agents on the grind so sharpen your pencils and pull up a chair this is fast class bye boomtown [Music] are all leads created equal mastering the lead funnel will skyrocket your conversions allowing you to engage and nurture leads with meaningful touches in this fast class we're covering the fundamentals of the real estate lead funnel no not that funnel no no not that one either yes here we go chapter one what is a lead funnel first let's set the stage there are thousands of leads in your market and they all have different stories timelines needs and expectations because leads are people and people are unique so we use the funnel to broadly categorize where certain leads fit into their journey from just browsing to signing the closing papers click to close when you understand your lead funnel you can build a strategy for how to engage those leads in the most effective way connecting with leads is all about balance and timing you want to offer value but not be too salesy you want to be available but not annoying great advice for first dates as well chapter 2 top of funnel okay let's jump into the stages of the funnel your top of the funnel leads are in the awareness stage in real estate lingo you might even call them cold leads meaning they're not quite ready to transact and they may not even be ready to connect with you but they've shown some interest they have the potential to close at some point down the line so these leads are still incredibly valuable online leads generated through digital advertising efforts tend to fall in this category so let's take charlotte she registered on your site but didn't call you directly or schedule showing charlotte's pregnant so she and her husband are thinking about selling their starter home and moving into a bigger place but she's also super busy and didn't respond when you texted her about checking out one of your properties no worries here's what you do if you're using a real estate crm like boomtown you can plug charlotte into a smartdrip automated marketing campaign she'll get relevant timely valuable information in her inbox keeping you and your brand top of mind it's personalized and designed to feel like an organic one-on-one email so you're moving charlotte further down the funnel without having to actually do anything once that campaign is set in motion you can also set up an automated e-alert which will send charlotte tailored updates with properties that match her unique search criteria and in six months when they're finally ready to make the leap it'll show up on your now wall that she favorited a property and forwarded it to her husband now you're in the right place at the right time to shoot her a text to schedule a showing available but not annoying chapter 3 mid-funnel okay we're getting warmer let's move to the middle of the funnel your warm leads these people are getting closer to transacting they're showing active interest and exhibiting buyer behaviors say hi to matthew hello though he just got a new job and is itching to move closer to downtown to reduce his commute time matthew has favorited a few properties and calculated alone those are hand-raising behaviors whereas a colder top of the funnel lead might need to be plugged into a nurture campaign matthew's more likely to transact so you know the drill reach out in a meaningful way and get the ball rolling but let's take a quick step back with a crm like boomtown you're in the loop on lead activities the now panel shows you in real time what your leads are up to so you can engage when you need to with the right message but what happens when matthew favorited a property and you're in the middle of a listing appointment or in a team huddle or you're finally doing date night with your spouse at that really good tapas place that has that whipped goat cheese that you love whatever you do do not abandon that whipped goat cheese with success assurance from boomtown you have a team of lead concierges ready to connect with matthew on your behalf real us-based sales professionals train to engage qualify and service leads they'll reach out make the connection qualify the lead and let you know when your leads are conversation ready then you jump in and handle the important stuff so matthew gets a showing scheduled and you have well-deserved uninterrupted quality time with your whipped coat cheese oh and your spouse chapter four lower funnel okay moving on time to get low we'll keep this one short and sweet your bottom of the funnel leads are hot these are your sphere of influence folks referrals call-ins family members they don't need to move through the funnel before they're ready because they're already ready to talk to you now obviously we love the easy wins but it's important not to forget the top and mid funnel leads if you fill each section of the funnel and build a reliable pipeline your business will be more consistent so when you have a three month dry spell with your sphere you've got a new batch of warm leads that you've already been nurturing over time chapter five be strategic before we wrap things up let's circle back to strategy for just a minute you've got a solid understanding of the lead funnel and ways that you can engage and nurture with those leads appropriately but let's take a step further and give you a few more tactical takeaways think about building content designed for each of these categories remember your job is to provide value so top of the funnel leads you're nurturing them with drip campaigns consider building out content that provides value without asking for anything in return for example a pdf of best places to go hiking in your area or top 10 kid-friendly restaurants deliver a healthy mix of real estate resources and creative engaging content so that you're sharing your brand while proving that you are here to help i guarantee when those colder leads are ready to finally make a move you'll be the first person they think of you also want to have ways for your leads to express interest or hand raise the more specific the better you of course have built-in tools on your idx website like request a showing request more info favorite a property etc but you can also identify your warmer seller leads by having a home valuation landing page on your site maybe you offer a downloadable neighborhood guide or a first-time homebuyer ebook engaging with this type of mid to lower funnel content is an indication that they're more likely to transact actions speak volumes and in a digital world you need to identify what those actions mean well folks if you're still hanging out with us you're a superstar you understand the real estate lead funnel why it's important and how to be more strategic with your lead engagement not using a system like boomtown check out why it's the number one user rated real estate crm go forth my friends and close those deals and we'll catch you on the next episode of fast class [Music]