How To Nurture Your Real Estate Leads So They Become Sales
Nurturing real estate leads into a sale in Malaysia is like trying to score a date with the guy or girl of your dreams. Although first impressions matter, it is not everything. A couple of emails or phone calls are just not enough to seal the deal. You need to woo a lead into being a prospect, then a client and finally a closed client. This calls for an effective system to be in place – a real estate customer relationship management (CRM) solution.
It involves practices, strategies and technologies that help to manage your interactions with your customers and drive your leads towards sales. According to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead.
Whether you’re new to the real estate scene in Malaysia or an old-timer, one of the biggest headaches is how to correctly categorise leads and nurture them in an efficient yet personalised way. Using an insightful CRM goes a long way in helping you. Find out how it can simplify your professional life with these 4 tips below.
- Consider your current methods for lead nurturing so you can improve those strategies and better engage with prospects.
REHDA’s Home Buyer Survey 2017 reveals that 56% of buyers in Malaysia want to own a home in the next 6 months. Is your lead nurturing strategy in line with this? A potential client’s budget, urgency and character traits are all factors that determine how you shape your lead nurturing methods. Consider which leads are worth your time and money before investing into certain nurturing activities.
Time away from the office and on the road, makes it challenging to keep up with every lead that comes your way. Fortunately, technology can help. Instead of randomly calling up or emailing leads, a CRM database system can help you to prioritise “hot” leads first, for example, those who are planning to buy within a month.
Have a plan for effective lead nurturing. For example, your plan can be like this:
- Dedicate an hour every day to follow up with leads
- Create a prioritised list of your leads with the CRM system
- Call or email leads according to your list
- Enter relevant notes into the CRM system straight away
A dynamic real estate CRM software not only keeps all your information organised, it also improves your ability to send valuable content to targeted groups. This ultimately saves you precious time so you can focus on your other daily business activities that also require urgency and attention.
- Understand how a modern, real estate CRM can both simplify your business tasks and enhance your bottom line.
Without an effective CRM in your real estate business, you run the risk of being unorganised with your contact list and nurture emails. You may not even realise that you’re not doing all the things you should, to convert a lead into a sale.
CRMs in the form of dynamic real estate technology tools are equipped with lead management features to improve your nurturing process in many ways. In fact, Gleanster reports that 74% of top-performing companies use automated lead nurturing. Automation frees you from being bound to your desk while still providing valuable content and information to your prospects.
Automating mundane and time-consuming tasks, like sending out emails, is a great way to stay on top of your leads. These systems enable you to set autoresponders to engage with potential clients who have an inquiry or to request them to provide their contact information. It gives a positive impression that you are organised, prompt and you take each lead seriously.
Modern CRMs also offer real-time activity tracking for your real estate websites. You will be able to see the types of property and content people are most interested in. By monitoring how people interact with your sites, you can use this information to reach out to them and build the bridge towards being their real estate agent.
If the thought of figuring out a new system seems daunting, don’t worry. CRM software is designed to be intuitive so you spend less time learning the ropes and more time focusing on the quality of leads coming. As long as you understand enough to use the system in a way that best suits your business needs, you’re going to be alright.
- Choose a CRM that offers both a desktop and mobile version so you can see your leads’ info at all times.
Your real estate business is not just office-bound anymore. You are multitasking between road shows, open houses and a bunch of other tasks that keep you on the move. A mobile version of real estate CRM is important so you can conduct your business on the go.
Ensure that you have seamless desktop-to-mobile synchronisation of your essential features like contact list, task reminders and sign-up notifications. It will be useful to track your leads’ interactions on your sites from your phone and send a text to your lead with the mobile CRM for prompt and consistent communication.
- Send leads a series of drip marketing emails that entice and educate them and encourage them to keep you top of mind.
Whether it’s a new lead or a past client, keeping in touch with them is an important lead nurturing method. Using a CRM software, a drip email campaign that’s customised to specific groups or individuals will do the trick. The key to an effective drip email campaign is:
- To teach your lead something relevant. Every downloadable how-to guide or link to featured listings must teach them something about you and your real estate business.
- Deciding the frequency of the nurture that your leads will receive. For example, don’t bombard leads who have been checking out your sites but are slow to respond to your emails. Instead, focus on the leads who are actively interacting with your site and you. Their drip email schedule should be different from the former group.
Lead nurturing takes effort, time and patience but real estate CRM can simplify it for you. Commit to it and remain in touch with your leads and you will start to see them becoming buyers, refer others and even repeat buyers in the future.
What feature of a real estate CRM do you find the most useful? Share your thoughts with us in the comments!
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