Cultivating leads is key to keeping your current clients and reaching prospective clients, which any serious real estate agent already knows. However, do you have a plan in place to nurture prospective buyers and sellers as you enter their contact information into your CRM? Do you have an effective lead management system in place to nurture your leads?
Is it enough to just add your clients to drip campaigns? It’s a good start, but it’s not enough. Do you have a systemized plan to care for each of your new clients in a way that makes them want to return to your website or to your office?
The Drip Has Its Place
Effective lead management includes adding your serious clients to your CRM. There are two rules of thumb here. Some real estate agents add every lead as it comes in to their contact management system. Others only add those they have spoken to that they know are serious. It’s really a personal choice and both systems have brought results.
At the same, the drip email campaign is not a set it and forget it system. It’s a key part of an effective lead management system, but it doesn’t stand alone.
Make Calls As Well
Personal contact makes a statement. It says that you will make the time to discover each client’s wants and needs regarding the sale or purchase of a home.
The truth is, I haven’t seen a pre-made drip campaign that did not include personal calls or letters to the prospect. Why? Because it works.
Qualify Your Leads
You are looking at three types of leads:
- Those who want to act now.
- Those who want to wait but are interested.
- Those who aren’t ready now and aren’t interested.
Through carefully thought out questions you can determine which category your buyer and seller prospects are in. There is no hard and fast rule and what works for one will not work for another. Effective lead management always includes flexibility. If you find that a question isn’t working for you, toss it and move on.
Working With Each Group
Work with all three groups; however, give priority to those who want to act now. Next, work with those who want to wait. At the same time, don’t neglect those who aren’t ready now, as their circumstances can change quickly. An effective lead management system includes all three groups, and a fine tuned drip email system works well for those who are not ready to purchase or sell now.
Leads cost you in respect to time and money, and without proper management you will lose leads. So, cultivate your leads, as they can move from prospect to client quickly.