Consistent real estate follow-up is one of the keys to success. Without it, there is not much point in bothering with lead generation. And – without it you’ll have little chance of repeat business and referrals from past clients.
What does consistent real estate follow-up mean?
- How often is often enough?
- What is the best means to follow up?
- What should you say when you follow up?
“Consistent” means different things in different situations.
Past clients and your sphere of influence:
When following up with past clients and those in your sphere of influence, monthly is probably often enough. Even quarterly should prevent them from forgetting you entirely. Of course, as long as you’re doing it correctly, weekly would be even better.
What do I mean by correctly?
When sending postal mail or email, your messages should either provide information of value or a bit of entertainment.
Information of value might be a market report or a newsletter with real news about the community. 
Most people like to know about new developments coming in, new stores or restaurants opening, zoning changes that could affect them, changes in city utility rates, celebrations in the offing, and even non-profit events. If you live where celebrities live or vacation, the people on your list would likely be interested to hear about one of their houses coming on the market or being sold.
Offer them information they probably haven’t heard elsewhere.
Entertainment might entail regularly sharing a favorite quote or poem, or sharing news like that found in my Event-themed Keeping in touch letters. Go here to learn about them and get a sample letter.
Meanwhile, do NOT send “I need referrals” letters.
"I need" and "I want" are not wise things to say.
When picking up the phone to call…
Calling now and then is a good idea. People like to know that they’re something more than a name on a list that you mail to automatically. So pick up the phone. Say hi and ask a question about work, family, hobbies, vacations, etc. Let them do the talking. If they ask about business, answer on a positive note.
Tom Hopkins said, in his book on listing and selling real estate, that you should always answer that question with the word “Unbelievable!” He said that covered it, whether times were good or bad, but it always sounded positive.
While you should not suggest that you called to ask for business or a referral, before you hang up, do say something along the lines of “If you need me for anything, just holler. I’m never too busy for you.”
If you don’t have time for long phone calls…
First, many of the people you’ll call don’t have time either, so they’ll welcome knowing you don’t want to settle in for an hour-long chat.
To make sure you keep it short, say something such as “I was just sitting here waiting until it’s time to leave for my next appointment, and I was thinking about you, so decided to call. How have you been?”
Consistent real estate follow-up with new leads is vital.
There is no point in gathering leads unless you’re going to convert them to clients. And yet, many agents don’t respond to buyers who leave their contact information after a web search. They don’t follow up with sellers who use their” What is my home worth?” function.
And if they do, many only send one automated email.
Once someone has shown a glimmer of interest in buying or selling, they are a legitimate lead.
It doesn’t matter whether they have left their information on your website, given you their contact information in person, or called because a friend gave them your number.
Don’t let go of them!
For these leads, the answers to these questions…
- How often is often enough?
- What is the best means to follow up?
- What should you say when you follow up?
…is a little bit different.
Follow up more frequently. Hearing from you every 4 to 7 days should keep you top of mind with them, so they don’t wander off to some other agent.
The best means to follow up is probably email – or text messages if they say they prefer it. However, if they’ve given you a phone number, do call. Try to get a sense of who they are, what they need, and how soon they want to move forward.
Follow-up with good information about buying or selling. If the lead is general, send general information. My Seller Advice Letters and Letters to Those Who Plan to List Soon will keep you in touch without being pushy.
For buyers, give advice about getting ready to buy. Or -choose my Nurturing Internet Buyer Leads Letters or Letters to those who plan to buy soon.
If the lead is niche-specific, such as divorce, probate, or senior relocation, send information that directly relates to their situation. Let your letters demonstrate your expertise while conveying useful information.
When you are prospecting for new leads, consistent real estate follow-up is just as essential.
Too many agents send one card or letter, get no response, and quit. They’d have been better off saving their time and money, because sending just one letter is almost always a waste of time.
While there is some fraction of one percent who will respond to your first attempt, marketing experts say that it takes a minimum of 5 “touches” to get any significant response from a cold list. A touch might be a letter or card in the mail, an email, a phone call, or an in-person visit.
You’ll be better off mailing five times to a list of 200 than one time to a list of 1,000.
When you’re deciding what to say in your letters, remember that divorcing couples have different concerns from estate executors, or seniors who are relocating, or landlords who need to sell a vacant house.
If you don’t want to write your own, you don’t have to. You’ll find a wide variety of niche-specific letters on my prospecting letters page.
What you should NOT send:
“I’m wonderful” letters.
“I need your listing” letters.
Focus on what they need and what you can do to help them get it. That’s what they care about – in fact, it’s the only thing they care about.
News Image courtesy of Stuart Miles at FreeDigitalPhotos.net
Woman on phone Image courtesy of podpad at FreeDigitalPhotos.net
Emailing Image courtesy of fantasista at FreeDigitalPhotos.net
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