Real estate marketing using lead nurturing is a smart strategy that will convert your leads into new clients. If you’re building your database of contacts, you run the risk of losing potential sales opportunities by not being strategic in how you engage them and where you target your outreach efforts.

Lead nurturing helps you identify high-quality leads by focusing on a few key criteria in addition to sales history, and helps you determine whether the lead needs to be cultivated further. Lead nurturing is a key element in any sales team and it’s one of the most overlooked. I’ll share some lead nurturing tips and tricks to help you get the most out of this critical part of your sales process.

Lead Nurturing

Do you know what Lead Nurturing is?

Strategically designed landing pages are an important source of customer information, which you can then use to identify marketing opportunities and develop strategies to grow your business. Lead nurturing is the process of nurturing or engaging your prospects with relevant content so that they’re more likely to convert to paying clients. Lead nurturing is an essential part of any successful real estate business and must be planned for before the company expands or grows. It’s a combination of analytics and marketing automation that turns prospects into clients.

It’s not enough for an agent to have a great web site; they have to actively get out in their community and cultivate relationships with the people in their database. If you’re serious about generating more real estate leads and sales, then this is something that you must work on. There’s no such thing as a one-size-fits-all marketing strategy. This means that it is essential to understand what you’re selling, the challenges and opportunities of your business, and what will make prospects feel compelled to choose you.

Where to start…

The best place to start is by defining what “real estate marketing” really means. It’s more than advertising and marketing collateral. It’s about attracting new clients and growing your business.

The five primary stages of real estate marketing are:

  1. Lead generation
  2. Lead nurturing
  3. Lead conversion
  4. Client servicing
  5. Client retainment

Here is summary of my top tips to lead nurturing strategy.

Keeping Up With Your Database

Most CRM’s (Customer Relationship Management) users say that their lead management systems improved their access to customer data.

Your CRM system should automatically be creating your own customized profiles for your leads to help you focus on adding information such as their purchasing or selling timeline, and a list of their home/property preferences.

With EngageMore CRM, you can make notes about prospects you’re working with, and you can also keep track of their activities on your website in real time. For example, you can see how many leads have been generated at any given time frame, when they were last active, how long they’ve been inactive, how many times they’ve opened your emails and what links they have clicked on, etc. 

This is how you make the most of your online marketing time. If your marketing efforts within your CRM are done correctly, you will know which of your prospects deserve your precious time, attention, and energy.

Adding Leads to Campaigns

Drip email campaigns are, without a doubt, your best nurturing plan of action.

Sending out automated emails to your different lead segments is an important part of maintaining a solid email marketing strategy. While you might not be doing the bulk of the heavy lifting, automated emails to your different lead prospects within your CRM will do the bulk of the work when it comes to staying top of mind.

“Flaggin” All of Your Leads

A “Cold”, “Warm or “Hot” flags are not meant to be a final determination. They are only meant to be a placeholder until you can get a little more insight into just how interested they are in your real estate services.

Obviously, “Hot” flags mean these are important business development opportunities. They need to be given the VIP treatment — that means white glove treatment. When you follow the proper CRM set up procedures, all of this will be automatic. 

Prioritize Pic

Prioritizing Your Prospects

Some leads are more equal than others. Some of your leads may be hoping to buy a home someday or are currently ready to start interviewing real estate agents, you’ll find that your email content marketing efforts will have an impact on either type of visitor.

A deeper dive into your leads’ profiles can tell you who may be the most likely to purchase from you. If your buyers are farther along the sales funnel, you will have an easier time closing them.

The bottom line…Nurturing a Lead vs. Converting a Lead

This is all about cultivating relationships with your prospective clients and developing a genuine connection. Whether you’re working as a real estate agent, a real estate broker, or any other type of real estate professional, you’ll never forget that every lead is a human being, not just a number or an entry on a spreadsheet.

You must nurture your leads if you want them to become clients (i.e. convert). 

Patti Sampson

Patti Sampson

Having prospected tens of thousands of leads in her top-producing real estate and consulting businesses, Patti is a CRM and Drip Campaign Specialist for Real Estate and Small Businesses. As the Founder/Owner of both and for Agents, she is an Agent Helping Agents to efficiently and effectively manage their Real Estate business and databases to convert more leads to sales consistently.
Associate Broker - Realtor® in Arizona

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