Firstly, if you’ve never heard of the term ‘lead nurturing’, don’t stress. It’s not a phrase you’ll often hear in the real estate industry, but I can guarantee you there are some good agents who are lead nurturing without even knowing it.
Lead nurturing refers to continued contact and communication with a prospective client over a lengthy period of time. The goal of lead nurturing is to consistently offer value to your prospects all the way from initial contact until they become a client. Now you might ask, ‘is this whole lead nurturing thing that important?’. Well recent research by Scripted outlines that:
80% of sales require 5 follow-up calls after meeting; 44% of salespeople give up after one follow-up.
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
Now when we say ‘contact and communication’, we don’t mean a weekly email with 50+ listings in it that aren’t related to your prospect’s needs, or a monthly phone call asking them if they’re ready to sell yet. We mean helpful and insightful content that adds value to the prospect’s real estate journey which begins to build you and your agency as a trusted and knowledgeable point of contact for their real estate needs.
Think blogs, suburb or property profiles or buyer/investment guides. Content that your prospects will actually find useful. Keep in mind, all this content should be branded to your agency and include a call-to-action (such as ‘call me’ or ’email me for more information’). This is content that can be distributed via email to prospects or sent out in targeted social media campaigns. A properly executed lead nurturing campaign will really help differentiate your agency apart from the competition and cement your brand into the prospects mind. It’s all about playing the long game. Nurture your leads with high-value content and watch your agency grow!
If you would like more information on real estate lead nurturing, or would like to discuss how we can help you implement an effortless lead nurturing process, fill out the form below and let’s chat over a coffee!