How effective is the messaging you're using to nurture your real estate leads? Are you still using email templates? Your leads may be receiving the same templates from other agents. Bummer. It's time to personalize your messaging, so your leads feel nurtured and like you're looking out for them as they prepare to buy a house.
"Everyone wants to buy; no one wants to be sold." Jon Cheplak, brokerage consultant
Be the agent your leads can build trust in vs. someone who always delivers a sales pitch. Be there for your leads with answers to common questions, solutions to today's housing issues, and resources to help them achieve their dream of owning or selling a house.
When educating your real estate leads, personalize the message, so they know you relate to what they're experiencing. I'm not just talking about using their name in the subject line when sending an email; I'm talking about personally helping them.
When sharing information about today's expensive housing market, address the financial struggles many face. How will they save for a down payment when food prices are so high? Sharing facts about 7% inflation isn't very attractive, but when you couple it with how to make 25 meals for $40, you're helping your leads stretch their budget as they save to buy a house.
"Here's how you can continue to save money for a down payment while outsmarting inflation."
The concern about high-interest rates has left many potential homebuyers contemplating how long they'll have to wait for lower rates to afford a house. How can you reassure these real estate clients that a lot can be gained by buying a house at a high-interest rate? When interest rates drop, they can refinance and save money each month and over the life of their mortgage. They can use the money they saved toward a bathroom remodel or to make an additional mortgage payment this year.
"Start at 6% interest for two years, then refinance your home. With the money you save, you could remodel your bathroom."
Teach your clients how to get a lower interest rate with mortgage points. Set an appointment with your clients and their lender to discuss how they can spend a bit of extra money upfront to buy "points ." These points will buy down the interest rate, lower the amount of interest they pay over the life of their home loan, and they'll have a lower monthly mortgage payment.
"Despite interest rates climbing to 7%, I'll show you how to lower your rate to 5% so you can continue to buy groceries for your family."
When nurturing real estate leads, get creative with your marketing by answering questions and addressing concerns in a personal manner; you'll gain more traction and conversions. Whether you're creating a TikTok video, posting graphics on social media, or sending emails, your leads deserve to receive personalized messages. These marketing messages should reassure leads that they're heading in a positive direction and can trust you as their guiding light. Revisit future posts you've scheduled and find ways to tweak them, so they're personalized, not just educational or entertaining. You've got this!
For more creative ways to nurture your real estate leads, download our comprehensive lead nurturing guide:
(You'll want to bookmark it for future reference.)