If you want to generate more business as a real estate agent, take advantage of lead-nurturing opportunities that are right in front of you.  Could you unknowingly be missing out on possibilities to grow your client base?  Well, we don't want that to happen any more than coming in contact with poison ivy, so let’s see how we can beef up your lead-nurturing strategy and build a better real estate business.

Unreturned Phone Calls

I remember reading an Inman article where the author preached about returning phone calls to real estate leads.  I was shocked to hear that agents weren’t returning phone calls. 

Jump on the opportunity to connect with potential clients!  When you receive a voicemail message, return the call right away.  When the phone rings, answer it like you're talking to your new favorite client.  It’s similar to receiving a lead generated from a website -- time is of the essence.  You never know what could come out of one phone call -- a new listing, a new client, and possibly future referrals.  Now, it’s time to make some phone calls and answer your phone.

• When you receive a voicemail message, return the call right away
• When the phone rings, answer it like you're talking to your new favorite client

Lack of Interest in Leads

Making a concerted effort to engage with your real estate leads increases your chances of converting them into sales.  Are you calling leads as soon as you receive them?  After the first phone call, are you actively working with them or giving up on them? 

Not all leads will be hot leads who want to buy or sell a house in the next 6 months.  Many leads want to purchase a home but cannot afford one because the area they’re interested in is just too expensive for their income level.  You can nurture them by highlighting more affordable neighborhoods with some of the same amenities. In other cases, leads are uneducated about the home-buying process and need your help understanding it and why it’s important to get pre-approved or pre-qualified.

Showing interest in your real estate leads at any stage of the buying or selling cycle will increase your chances of long-term success.  Add cool leads to text or email lead nurturing campaigns.  Call or text leads regularly to check in with them.  If they can’t find a home in their price range, suggest pursuing possible home rentals to get them one step closer to owning a home.  Showing interest in your real estate leads is the way to generate new business.  

• Slow lead follow up
• Giving up on cool leads
• Neglecting to nurture leads
• Lack of interest in helping them when they have a low price point

Revisiting Leads

If you have old leads sitting in a CRM program, this might be a good time to revisit them.  You never know when an existing, previously cold lead might be in a better position to buy or sell a home (or refer a friend). If you’ve been nurturing your leads through a text or email campaign, connecting with an old lead will be easier because they probably haven’t forgotten who you are.

If you only reached out to a lead in the beginning but did nothing to nurture them, following up months or years later may prove to be challenging (and a chance to reevaluate how you nurture them).  No matter how much you have or haven’t nurtured a lead, call and text them to stay top of mind.  You may be surprised to find out the lead is ready to buy a home, or they may have a friend who wants to.  Revisit your real estate leads and nurture them, no matter how long it has been since you last made contact.

Conclusion

As a real estate agent looking to generate more business, consider the 3 lead nurturing strategies listed above.  Start with the basics, like picking up the phone when it rings and returning messages the same day you receive them.  Then, start showing more interest in your new and existing leads.  Just because someone cannot afford a house when they first reach out, doesn’t mean they won’t be able to afford one later.  An agent who makes the effort to stay in touch with leads will find more success in making contact with them in the future.  Take advantage of the opportunities already in front of you to engage with your leads and don’t give up.  Your persistence and active lead follow-up will provide you with new clients, referrals, and return clients.  Good luck!