From contact to close Using lead nurturing to grow your real estate business from your friends at
Introduction WHAT IS LEAD NURTURING? 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's the point? THE BASICS OF LEAD NURTURING 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.
What should I send? PROVIDING CONTENT THAT MATTERS 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.
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? USING E-MAIL DRIP MARKETING 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.
Content idea #1 BUYER/SELLER ADVICE 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!
Content idea #2 HOLIDAY CAMPAIGNS 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.
Treat "leads" like "future customers" because that's what they are. BRIAN CARROLL - AUTHOR/SPEAKER/CONSULTANT
Content idea #3 HYPERLOCAL NEWSLETTERS 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.
Content idea #4 REFERRAL/TESTIMONIAL REQUESTS 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!
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. PATRICIA FRIPP - SALES COACH
Conclusion WHY 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.
Real estate's most complete inbound marketing platform 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. Free demo