Lead Incubation Strategies for Today's Real Estate Professionals

By Julie Escobar, Director of Corporate Marketing, ProspectsPLUS!
However you get your leads, whether by referral, website, blog or pay-per-lead services, unless you USE them, you tend to lose them. Our market is the perfect storm for lead loss. Why? Simple -- with reduced patience and the insistence of a higher level of service, consumers are no longer willing to accept "good" or "good enough." So, let's take a look at some ways you can turn "good" to "excellent" in the year ahead.

1. Understanding lead incubation. It starts with a desire to consistently stay in contact with a lead, whether self-generated or purchased until it results in a transaction. Sound easy? It's not; it takes a carefully crafted system, creative marketing and a lot of patience. Consider an internet lead first. It may have potential, but more often than not, it's not an instantly "done deal." Some are just curious about their market. Others are simply seeing what they might sell their home for today. Still others may not be ready to transact for years. However, by connecting with these possible buyers and sellers month after month you incubate or "warm the lead" until that consumer feels comfortable enough to reach out for your answers and trust you enough to do business with them.

2. Match your message to your market. Stop talking to consumers as if they are all the same. Sellers want to know what it means to their financial bottom line if they sold their house, what the process is, how long it would take, and the big question for many--what will you do differently than everyone else? Buyers want to know how to get the most house for their money, what their financial options are, and where they can get their down payment.

3. If you tell them, they will come. Imagine if you take the time every month to stay in touch with your prospects with relevant information. If you were that lead, how would that make you feel? How many of your competitors are staying in touch? Not many, I venture to say. Salespeople are historically poor at this necessary component which is probably why the top producers are such a small percentile. Change your thought process (and your presentation) to be not just a real estate expert but a marketing expert as well. It's a mindset that will serve you well. Capture the series of messages you want to convey each month or tap into a ready made system such as our postcard campaigns, a drip email system or a combination of both to ensure that the process is consistent and efficient. While taking that step may seem daunting to you now, what it will mean to your bottom line and your career longevity are enormous.

4. Patience is a virtue (and also profitable.) As I said, most lead incubation strategies are not overnight successes. That's why they're leads and not customers! Put in the time, make the effort and stick with it! The rewards are great, and with a terrific system, the work is little. Make it part of your overall marketing plan. Use it to show sellers how actively you will work to find the right buyer for their home. Use it with buyers to let them know how vigorously you are searching for the right home for them. Use it, to keep your pipeline consistently full as you "turn up the heat" on your "warm" incubated leads as you continue to add new "cold" leads to your powerful system.

Hopefully you picked up a few ideas or at least a better understanding of what lead incubation has to offer. It keeps your pipeline fresh while you stay focused on prospecting, presentation and closing! Good luck to you and please, contact me should you have any questions on this or additional products and services. We're passionate about your success.

Need some help finding a system to help you incubate your leads with the right message for the right people at the right time? Contact me today at 866.405.3641. From niche market campaign automation and personal consulting to learning more about the ProspectsPLUS! system that helps agents across dramatically increase their production - decrease their stress level and ensure they are ALWAYS on track - call us. We can help!