Have you ever heard the complaint, "My leads never pick up the phone or respond to my messages"? If that's you, I've got some suggestions for overcoming modern-day communication obstacles. 

"My leads never pick up the phone or respond to my messages."

How persistent are you when it comes to reaching out to your real estate leads? Have you tried to call your lead, but no one answers the phone? Practice persistence by calling them at least 3 times the first day (try double dialing) and then each day for a week. There are many options for connecting with your real estate leads, but persistence tops the list.  

While it's essential to call your real estate leads to connect, many of you will find full voice mailboxes. You've likely reached someone who doesn't listen to their voicemails and may not want to receive them. Time to text your lead to tell them you will send them an email with their requested information. 

With modern-day communication, you have to use clever messaging and be willing to reach out repeatedly to engage with your real estate leads. Persistence is key.

Email

Email is a highly effective form of communication. 306 billion emails are sent and received every day, according to Hubspot. Most people check their personal email 2.5 hours a day, before work and during the workday. To get more engagement out of your emails, let's look at some options that provide a more satisfactory experience for your leads.

People spend an average of 2.5 hours checking their personal email before work and while at work. - Adobe

• Catchy subject line
• Optimize for mobile devices
• Use good communication etiquette
• Informational email, not promotional

Email Subject Line

Your email needs a solid subject line to get engagement from your leads. The subject line will encourage the lead to open or delete your email. Aim for 60 characters or less in your email subject line.  

 "Houses Selling for 30% More Than 6 Months Ago!"

VS.

 "This Week in the Housing Market"

"Free List of Fixer-Uppers (6-Step Checklist Included)"

• TIP: Avoid clickbait subject lines like, "You'll Never Believe This _______!" 

Email Must-Haves

• Personalize
• Include short video
• Focus on the lead's request

According to Convince and Convert, when you personalize an email using the lead's first name, the click-through rate increases by 20%. On the other hand, they're more likely to unsubscribe if you spell their name wrong.

You can also personalize your email by including a short video. Consider sending your lead a pre-recorded video related to the lead's request (ex. fixer-uppers) and attach a personalized introduction to the beginning. Record a 10-second video introducing yourself and attach it to the beginning of the fixer-upper video. "Hi Jacque! I'm ____ with ____ agency, and I wanted to share a video to help you purchase a fixer-upper. It's so rewarding when you get a good deal on a home and renovate it and make it your own! Enjoy the video! Talk to you soon!"

Hi Jacque!

I'm excited to see that you're looking for a house to buy! I attached a list of a couple of fixer-uppers in the ______ area, as you requested. I also wanted to share some fixer-upper tips as you begin your search to help you avoid expensive pitfalls. Check out this short video:

The most effective emails give the lead what they want. In the example above, the lead requested a list of fixer-uppers, which is the focus. Use metrics to track the email and video. You'll want to know how many people clicked on the video, if they watched the entire video, if they clicked a CTA (ex. "Click to download the full fixer-upper guide"), etc. These metrics will help you design the most effective videos for future emails.

Other short email video examples:

"Did you know?" videos:

• Did you know you can get a free home valuation before selling your home?
• Did you know that you don't need a 20% down payment?
• Did you know that a metal roof could save you money?

• Boost Your Credit Score With Me
• Find a Lender With Me
• Declutter Your Home With Me

Have fun with the videos you include in your emails. If you're getting a lot of engagement through email, encourage your leads to subscribe for weekly housing updates or similar. Getting their permission to sign up for emails will build trust and momentum early in your relationship. Continue to grow the relationship with the lead so you can ultimately get them into your sales funnel.

Follow-Up Tip

When following up with an email that was left unopened, avoid using the phrase, "Not sure if you saw my last email." According to the Adobe survey, this phrase was considered the most annoying. Instead, continue to send emails with catchy subject lines and creative content.

Conclusion

Although most real estate agents will call their leads, it's essential to recognize the power of text and email to get the lead to engage. Overcoming modern-day communication obstacles, like a full voicemail box, and practicing persistence will give you an edge when trying to connect with your real estate leads. Make a connection with your real estate leads today!

More lead nurturing tips are available in our real estate lead nurturing guide: