It's no secret that real estate is a really tough industry to compete in. Whoever can nurture leads the quickest and most effectively will be the ones who come out on top. What if there was a way to automate much of this process, freeing up time to focus on more important tasks?
Automation allows you to contact your leads without you having to spend time reaching out to each one on an individual basis. You can design your automation to feel personal, even if a lot is going on behind the scenes. There are no limits to how much you can automate, and as your business grows, so will your automation efforts.
The critical thing about automation is that it has to feel personal. If it doesn't, then people may feel like you're just spamming them instead of nurturing them along in their buying.
With that in mind, in this article we’ll discuss the five steps involved in setting up an automated lead nurturing process for real estate agents. By following these steps, you'll be able to save time and money while achieving excellent, and still personalized, results.
1. Planning A Campaign
Before creating automated responses via email and SMS, you first have to define your campaign goals clearly.
- What are you trying to accomplish?
- How many points of contact do you want to send over a given period?
- What messages do you want to convey to help your buyer/seller along in their journey?
When answering these questions, remember that quality is more important than quantity. It is also a good idea to think about what parts of your lead nurturing you want to be automated - for example, do you want to send open house dates or just stay top of mind with your lead list?
Regardless of which stage a lead is at, you can set up an automation system to help you get them to the next stage. Ultimately, you want your automation processes to help qualify leads and generate more qualified buyers or sellers. The best way to accomplish this is to have a marketing automation software program.
2. Create Appealing Content That Converts
Once you've decided on your automation goals, it's time to create the content for your automation. There are many ways to deliver your content to leads, including text, email, automated calls, and voicemails.
The best kind of content is generally both personalized and relevant. For example, you might want to send video tours of new homes in the area of your choosing. Or maybe you want to share an update about an open house that just got canceled on your website.
Lead automation and appealing content can take a prospect's interactions and use them to move leads through your funnel. This is why it's so important to create personalized content for each process step.
The content you develop is crucial and can make or break your automation. If you're starting to see many leads dropping off, it might be time to revamp your existing content.
3. Content Promotion
How and when your content is delivered to your leads can be as important as what you provide. An effective way to do this is by promoting your content before it even reaches a lead's inbox or voicemail. This process is called "pre-promotion."
Pre-promoting your content means sharing it on social media and with other relevant audiences to help increase awareness about the campaign. But you don't want just anyone seeing your content, so use a few tricks to attract only the suitable types of people.
You can send pre-promoted content to targeted lists of people, for example, only those interested in the price range you are promoting. You can also share content on social media platforms like Facebook, Twitter, Pinterest, and LinkedIn.
Once you have exposed leads to content, it is easier to send relevant follow-up messages, which can help drive more engagement and conversions. Adding a personal touch to these messages will make a lead feel valued and that you are thinking about them.
4. Create Lead Nurturing Emails and Workflows
As you've seen in the examples above, lead nurturing is a way to gradually walk your leads through the various stages of your funnel. Lead nurturing can be done by email or automated messages sent through SMS and voice messages.
Once you have laid some groundwork by creating compelling content, you can set up lead nurturing emails. Many lead nurturing systems are customizable, so make sure your content reflects your personality.
Sending automated text messages that congratulate leads on progressing through the buyer/seller journey or that simply thanks them for signing up can help build a relationship. You can even set up voice or text messages to be sent out on special days like birthdays and anniversaries. Simple touches like this are a great way to stay in touch and help show a lead that you care. There's no limit to what you can do with an automated workflow. The key however is to make sure that whatever you’re doing will help bring leads to the next stage of your funnel.
5. Choose The Right Automation Tool to Execute Lead Nurturing Workflows
It can be challenging to decide which automation tool is best for your business with so many options available. This is why it's essential to start by defining your goals and then determining what you need from an automation tool. And, when you’re ready to buy, hopefully you’ll find that Agent Legend is the best lead nurturing option available.
Agent Legend is designed for busy real estate agents and makes it easy to have the proper automated workflows in place to keep your leads engaged. Our software offers tons of integrations that allow you to keep using the tools you love in your business and help you grow. It also has a series of valuable reports that make it simple to zero in on trouble areas, figure out what's working, and see how your automation impacts conversions.
With the right automated workflows in place, you can experience more engagement and conversions throughout your entire funnel.
Agent Legend Simplifies Automatic Lead Nurturing
Automated lead nurturing workflows help you save time and money and help you better engage with customers, and drive more sales. With Agent Legend, you can set up a series of automations that help you nurture leads throughout your entire funnel, which is an excellent way to achieve business growth.
Choosing the right platform can make all the difference in executing a successful lead nurturing workflow. Our software's features create more effective workflows and help you score leads, so you always know where to focus your attention. Give us a try today and see how it can help you take your real estate business to the next level. Get Started Free!
