So you've got some leads that are interested or looking at buying a new house. You need to convert them into clients and the best way is to continuously provide value to them.
Your goal is to become the authority in their eyes and build their trust throughout this process. Then down the line, it all leads to referrals.
83% of buyers trust brands or companies that offer them resources and useful information. The best ways to go through this campaign is through email, but you can send them things through direct mail as well. Sending them mail once a week or every 10 days will keep you connected to your leads.
Send them To your website, social media or blog
This really works well over email. Direct your leads to any of your social media profiles or your site. They'll get to know you even more and go through any useful content that you're offering on any of those mediums.
Your social media profiles should offer some type of look into your personal life as well, so they will have an even transparent look into your life. It'll build more trust between you and your hot leads.
Transparency is another thing that is important to consumers, so the more transparent your online profiles are, the better.
Send them a testimonial or a review
The next step is to send a testimonial or a review. You already know that referrals are usually the majority of ways realtors get their clients. You can use video testimonials or reviews directly from your website.
It doesn't matter where or what platform, giving your leads a chance to hear from someone other than you about you as an agent is a leg up as you look to move them through the process. This works even better if they were buyers in the exact same situation that your leads were in. They'll be able to relate to it 100%.
Make your leads feel as if they’re talking with or hearing from a friend when they get this email. This is great because it allows your past clients to do the talking and for you.
After these two emails (or contact), invite them to meet with you somewhere.
Ask them to get coffee or get to lunch, you can only build your relationship with your clients so much over email. This is where you try to solve any problems or answer any questions that they have. You can quickly get an idea of what they need from you and how you can move forward. One of the biggest keys to this meeting is to figure out what neighborhood they are interested in living in.
Send them relevant resources
Send them relevant resources now that you know more their goals. Send them information about the market and prices of houses around the area they are interested in. Home buyer tips or renovation tips also can be useful for them. Mortgage and loan tips work as well.
Do your best to solve any problems or answer any of those questions for them by sharing this information. Even if you already answered and went over it, backing up your answers with data and stats will assure them even more.
Send them listings
Finally, share any listings you have or see that match their criteria. The important thing is that you’re not sending the listings right from the start. You have to build that trust and the relationship before you go here. You're going to have a much better idea of exactly what they want, therefore you won't be sending them anything that won't be considered.
Make sure that at least one of the listings have an open house coming up. The longer they wait, the less chance they will list with you.
Joe Nickelson is a real estate professional dedicated to helping home buyers and sellers achieve their dreams of owning property, and helping real estate agents stop using the sometimes-vicious tactics that weigh on their consciences. He believes that the Smart Agents books will, quite literally, change people’s lives for the better. Check out his full bio here!
