From contact to closeUsing lead nurturing to grow your real estate business
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Introduction
Put simply, lead nurturing is crafting a relationship with potential customers so that when it's time for them to make a decision, they think of you.
In today's technological age, the way the vast majority of lead nurturing is done is through e-mail. In this eBook, we'll talk about what makes lead nurturing effective, give you some examples of lead nurturing e-mails, and go over some general best practices. This could be what your marketing strategy is missing. Let's get started!
WHAT IS LEAD NURTURING?
What's the point?
Lead nurturing is all about remaining top-of-mind.
Getting leads isn't easy. The ones that do come into
your pipeline shouldn't be taken for granted. By
letting them continue to look for other area pros
without reminding them you exist, you risk them
forgetting all about you.
Real estate decisions are ones that people don't make
lightly. This means the time from when they first start
doing research to when they choose an agent can be
pretty extended. It's up to you to not only make an
impression but to make sure they don't have the
chance to forget you while they shop around.
THE BASICS OF LEAD NURTURING
What should I send?
The key with effective lead nurturing is sending people content that actually matters to them. It's not enough to just remind them you're there. You need to show them you've got access to important information and care about helping them. You have to prove that you're an expert.
There are multiple ways to do this. While the occasional e-mail full of listings is okay, people want more than that. Tips for moving, advice for home buyers, and other topics they're curious about can be sent on a regular basis and be seen as helpful instead of annoying or pushy.
PROVIDING CONTENT THAT MATTERS
Stop selling. Start helping.
Z I G Z I G L A R - A U T H O R / S A L E S M A N / S P E A K E R
How do I send it?
Now that the vast majority of lead nurturing is done
via e-mail, drip marketing solutions have begun
popping up all over the Internet. Essentially what they
allow you to do is craft e-mails, schedule their send
times, and add contacts to the streams (or campaigns)
you've created.
MailChimp, Drip, and Constant Contact are all viable
options to begin your nurturing campaigns. However,
you do have to create all of your own content with
these providers. Pipeline ROI's Promoter tool includes
tons of prewritten, pre-formatted e-mails for you to
simply select and send.
USING E-MAIL DRIP MARKETING
Content idea #1
The most helpful (and thus most appreciated) thing
you can send people in the market to buy and/or sell
a home is advice. Again, this is a big decision and one
most people want to be as informed about as
possible. With you helping them before you've even
been hired, you're showing that you're committed to
their success, not just your commission check.
Think about common questions you get asked in
regard to the buying or selling process and write out
your answers. It doesn't have to be incredibly
complex or extensive. Just make sure it's helpful!
BUYER/SELLER ADVICE
Content idea #2
Sending cards through e-mail is a win-win situation.
Not only can you send season's greetings, well
wishes, or condolences quickly and easily, it saves
you a ton of money you'd otherwise spend on
printing, as well.
You can stick to the most common holidays, or even
branch out into the smaller ones. Combine that with
things like birthdays and anniversaries and you can
continue to show potential customers (and past
customers) that you are invested in them as people.
HOLIDAY CAMPAIGNS
Treat "leads" like "future customers" because that's
what they are.
B R I A N C A R R O L L - A U T H O R / S P E A K E R / C O N S U L T A N T
Content idea #3
The idea of sending newsletters to your contacts is
nothing new. However, even if you're already doing it,
you may not be sending the most effective version
you can. People don't want to read generic material
over and over again. You want to not only showcase
that you're a real estate expert, but that you're a local
real estate expert.
Craft your newsletters to feature content specific to
your community. You can talk about fun things to do
around town, your favorite restaurants, etc. It's all
about knowing (and sharing) the inside info.
HYPERLOCAL NEWSLETTERS
Content idea #4
Though lead nurturing itself is all about turning your
contacts into customers, e-mail drip marketing can be
used to bring in more than those initial dollars.
Campaigns designed to keep in contact with your
past customers can result in referrals as well as
testimonials.
You can send e-mails relating to home renovations,
decor, holidays, and more. They're still relevant and
helpful while making sure they haven't forgotten you.
Then, once in a while, tell them how much you'd
appreciate their referrals or a testimonial for your
website. Old money brings in new money!
REFERRAL/TESTIMONIAL REQUESTS
It is not your customer's job to remember you. It is your
obligation and responsibility to make sure they don't have
the chance to forget you.
P A T R I C I A F R I P P - S A L E S C O A C H
ConclusionWHY SHOULD I NURTURE MY LEADS?
When it comes to capitalizing on every opportunity you have to close deals, lead nurturing is a critical part of the sales process. The real estate buyer's journey is long, and the longer someone goes without being reminded about you and the services you provide, the less likely they are to work with you.
By implementing e-mail drip marketing campaigns into your marketing plan, you can improve your relationships with members of your community and prove yourself to be a local expert through helpful, engaging content they actually want to read.
Pipeline ROI's inbound marketing platform gives you the tools and training you need to take control of your marketing and get results. With a mobile-friendly, SEO-optimized website, social media tools, targeted
landing pages, and more, you'll be building your brand and growing your business in no time. Be sure to ask about the Promoter tool, our e-mail drip marketing solution designed specifically for real estate pros.
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