Chances are, if you’re like most agents, you have anywhere from a modest to a large number of real estate leads to manage and prioritize, and they’re coming to you across several different platforms. Before you start crunching the numbers, take a step back and think about how you actually manage those leads.
Your plan of action probably varies, right? Properly using a CRM system designed to bring those leads scattered all over in one place will save you from randomly nurturing your prospects, leaving you unable to track how effective your marketing really is.
If you’re looking for a better way to manage your leads and track their activities on your site, we’ve detailed below how you can make the transition to an all-in-one real estate CRM software platform to accomplish those goals.
Your real estate leads come from many different places — online and offline. Let’s take a look at the most popular ones.
Think about the places you typically see the most lead activity from. If you’re especially active on social media or use your IDX website to its full potential, you probably count most of your leads from online sources, whereas if you prefer to connect with potential clients in person, like through networking in your community, you spend time gathering the contact information of those prospects. Or, you might obtain leads from a mix of sources.
Your Real Estate Website
If you delve into all the functionality your website offers, it can garner you a steady stream of incoming leads to categorize and nurture. It’s easy to prioritize other responsibilities over optimizing your site, but remember: 90% of home buyers look for properties online when they’re beginning their home search, a fact you shouldn’t ignore. There are a few channels to obtain leads from on your site, which we detail below:
Social media is a great channel to explore to drive more traffic to your site. Even if you’re not the most tech-savvy agent out there, consistently interacting with your followers and sharing new content will engage your prospects and encourage them to learn more about your agency.
Google AdWords is a cost-effective way to attract leads to your site. The traffic you generate is based on what you pay, so the more money spent, the higher the amount of leads you see. Adwords also allows you to track lead activity in real time and see specific metrics that will help you learn more about your prospects.
Despite how much technology and social media platforms have become a part of daily life, there’s still nothing like having a conversation with someone in person, especially if you’re trying to gauge what type of home someone is looking for. Luckily, there’s ample networking opportunities for agents that go beyond open houses.
Local Meetups: These casual gatherings are a great way to meet others interested in real estate, build your knowledge, and maybe even make a new friend while you’re at it. The topics can be anything from house-flipping to open houses—and since they’re not solely about landing a client, you may discover you have a better chance in the long run of receiving referrals.
Referrals: You already know referrals are an extremely important way to grow your business. In fact, 75% of an agent’s clients are thanks to referrals and word of mouth. The great thing about receiving new business from your connections is that it can happen anytime, and come from virtually anyone you’ve spoken to who knows you’re a real estate agent.
The issue with leads coming from every which way? They’re not organized! That’s where your real estate CRM enters.
Now that you have a better idea of the places your leads come from, you’ll be able to organize them more effectively. When you’re trying to juggle prospects from multiple channels, it’s almost a given that someone will get overlooked. When you use a real estate CRM to its full potential to integrate all of your prospects into one place, you’ll see improved organization and ultimately be able to better nurture your leads.
It’s important to select a CRM that best fits the needs of your business. That means thinking about the number of prospects you have to manage and your agency’s goals. When it comes time to gather your leads into one place, automation is a handy tool to have on your side.
Automated Lead Import
A quality CRM should offer automation capabilities, not only with your drip email campaigns, but also in how you organize all of your existing and incoming leads. Having the ability to automatically sync your contacts from various places means you’re that much closer to providing prospects with helpful, systematic nurture.
Once you see all your leads in one place, you may discover you have a larger amount of contacts than you thought. When you’re able to review all of the information, you can begin to narrow your list down to only your top priority prospects.
An additional benefit to the automation offered by your real estate CRM? It makes the overall lead management process smoother. It might be overwhelming to begin the task of segmenting all of your leads, but once you’ve put in the initial effort, organizing all of your future incoming leads each week will ultimately save you time. You can designate the specific categories your prospects fall into and set them on an email drip campaign to nurture new prospects swiftly.
Once you’re comfortable performing this necessary lead management task every week, you’ll have more time and energy to spend connecting with your leads and nurturing your incoming prospects.
Once your prospects are added to your lead management system, you can much more easily nurture and track them.
Having a dynamic system to prioritize and manage your leads is essential if you want to nurture each of your contacts, but lead management systems are useful to real estate agents outside of the organizational. For instance, they increase conversion rates, and they give you a big picture view of your prospects.
Lead Activity Monitoring
Tracking activity on your site can help you learn which of your pages are visited the most, so you can provide your leads with the most relevant information possible. If you’re interested in reaching out to your prospects with personalized messages, maybe you’ve considered email marketing. There are various email usage metrics to track to get a better idea of how your prospects are interacting with your email sends. Details like open rates, unsubscribes, and forwards can give you valuable insight into how your content is performing, and how receptive your audience is to your messages.
Using tools like Google Analytics, you can get an idea of how your leads are interacting with your content, the duration of their visits to your website, even at what time they open your messages, which can help you develop a more effective nurture strategy. Remember: lead outreach and management is an ongoing process and your business only benefits from mixing up the way you approach both.
Ready to improve your lead nurture strategies? Be sure to check out Placester’s webinar on using a CRM for your real estate business!