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Never Let Leads Fall Through the Cracks

By
Services for Real Estate Pros with TORCHx by Web.com


The life of a real estate professional is a hectic one. You’ve got showings, closings, open houses and more to deal with daily. On top of that, you’ve got to be responsive to clients 24/7. Where do you find the time to nurture your leads so that they don't fall through the cracks? A drip campaign can help. Here are seven best practices to follow when crafting your lead nurture drip campaign.

1. Maintain good records. In order to accurately target your drip emails, you’ll need a robust CRM system. Look for a CRM system for real estate agents that can import leads from sources outside your own website, such as Zillow, Trulia or Realtor.com. TORCHx integrates email marketing and drip campaigns right into its CRM.

2. Segment your leads. You can slice and dice the information about your leads in many ways. However, some common ways to segment leads include:

• Where the lead came from (your website, online ad, listing portal)
• Action the lead has taken (download e-guide, search listings, etc.)
• Timeline (ready to sell/buy now or in six months)
• Stage in sales funnel
• Home seller or home buyer
• Location/s
• Type of home (first-time homebuyer, luxury, condo, etc.)


By segmenting leads, you can create personalized emails targeted to their interests and goals. TORCHx has filters to help you segment leads in your CRM so you can reach the right leads with the right message at the right time.

 

3. Determine your goals. You’ll have different goals for your drip campaign depending on the lead segment. For example, your initial goal with a new lead who just perused listings on your site might be getting them to set up a phone call. Further down the funnel, you’ll want to set up an in-person meeting.

 

4. Create templates. You’ll need a wide variety of email templates you can use for different lead segments. TORCHx has templates you can use for all different types of situations, from introducing yourself to offering to show the lead some properties. Simply customize them with your information to give the emails a personal touch.

 

5. Automate SMS to support your email messaging. The point of drip campaigns is to nurture leads along the pipeline as efficiently as possible. While email is often the best method for eliciting direct responses from your leads, it may take multiple or many sends before your lead reads and responds. Sending automated text messages for extra touchpoints is a great way to ensure your communication efforts are being maximized – and your time spent on sending correspondence is minimized. TORCHx enables you to automate SMS to leads, saving you the time usually spent on crafting a new message for every new lead.

 

6. Time it right. Responding to new leads right away is critical — ideally, your first response should go out within five minutes. After that, the frequency of your drip campaign will vary depending on the lead. For example, if someone is very active on your website, you’ll want to use an aggressive cadence of messaging. For prospects that engage less often, fewer emails spaced further apart will work better.

 

7. Know when to “go live.” Automated drip campaigns can eliminate a lot of the grunt work involved in nurturing real estate leads. However, knowing when to pick up the phone or send a personal email can make all the difference. For example, if someone who seemed like a hot lead suddenly stops engaging, reach out to learn why.

Robert Hicks
United Country River City Realty - Savannah, TN

Good info here sir. Thanks for the tips...

Jan 10, 2018 04:37 PM
Jon Cagle
Senior Loan Officer at US Bank Home Mortgage - Eugene, OR
Lane County Oregon - Direct FHA, VA, USDA Lender

Very interesting information, it gives me a lot to think about!

Jan 10, 2018 04:48 PM
Muhammad Mushtaq
Weichert, Realtors® - SBA Group - Fall River, MA
Broker/Realtor

The Real Estste Professionals life is very complicated and time consuming. Looking at the pace of technology, race to achieve targets and be in front of your customers is a key factor all times. If we don’t plan to automate our activities, we will be out of business sooner or later. Thanks for providing the tips. These are certainly keepers.

Jan 11, 2018 01:55 AM
L. Scott Ferguson
Ask4Ferguson - Your House-SOLD Name in Real Estate - West Palm Beach, FL
Sunny Florida Real Estate Professional

Jesse, great post, glad you ended with #7.

 

Blessings!

Jan 11, 2018 03:35 AM
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker in DC, MD, VA and attorney in DC

I hear a lot of good things about Torch X - thanks for sharing the information with us 

Jan 11, 2018 06:10 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Thank you for letting me think about this for a second and thank you for your work on safety

Jan 11, 2018 09:41 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I’ve heard a lot of good things about it too and even some similar products.

Jan 11, 2018 09:42 PM
Dan Jasmer
Fine Properties - Sarasota, FL
Changing the way you look at real estate

I'm shopping CRMs right now and will take a look at Torchx.  Thanks for the post and the info on the product.  

Jan 12, 2018 03:51 AM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Good points. It is so important to keep track of your leads. If you don't they will not only fall into the crack, they will end up in the abyss.

Jan 12, 2018 03:56 AM
Dana Basiliere
Rossi & Riina Real Estate - Williston, VT
Making deals "Happen"

Hello Jesse,  leads are a tough one to manage. Those that seem nearly dead can wake up to be active at any time.  Sometimes those who seem ready take 2 years.  I now work them all with mail chimp and the ones that seem near to being active I call them. Social media is a way to "remind them" you are the real estate agent they know. 

Jan 12, 2018 05:55 AM
John Dotson
Preferred Properties of Highlands, Inc. - Highlands, NC - Highlands, NC
The experience to get you to the other side!

Leads are some of the most precious things we as real estate agents can have.  A steady flow of them is good and if we don't stay on top on them they often go away.

I am guilty of letting some slip thru the cracks and I always kick myself when I realize I have lost one.

"Staying in touch" comes in many different forms these days!

Jan 14, 2018 09:29 PM
Dorte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Jesse,

Very tough to pace with different types of leads, as they are all different.

Jan 16, 2018 08:19 PM
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

Yes some will fall through the cracks, but there will be more.  Good tips for all of us here.

Apr 28, 2018 07:40 PM