More than anyone else, real estate agents know that follow-ups can make or break a deal. However, most agents stop after sending a couple of “just checking in” emails and never hearing back from that lead. To reverse the situation and keep more people in your sphere of influence, upgrade your real estate follow-up campaigns with emails and some new ideas.
Email is 40 times more effective in generating new leads than social media. Like it or not, it’s still instrumental to an effective online marketing strategy.
So the question is not whether you should send out real estate follow-up campaigns via email, but what and how often you should send them.
Below are four ideas detailing which follow-up emails can generate you a good response.
5 lead generating ideas for real estate follow-up campaigns
1. Frequently asked questions
If you’ve been working in real estate for some time, you likely know several dozen FAQs by heart. Why not use that knowledge to launch a series of real estate follow-up campaigns?
Helping clients get more educated benefits both parties of a real estate transaction:
- agents are seen as a go-to source of real estate information: local market trends, property advice, etc.;
- prospective customers get the information they’re looking for. Once the first touchpoint is established, it’s easier to work up your way towards making the deal.
You probably already publish FAQs and answers to them on your site (if not, you might want to consider adding these). That means half of the work is done as all you have to do is set up an email campaign and repurpose the FAQ content. Sending two or three questions and answers per email will be just fine.
[Related post: Email vs. Social Media: What’s the Ultimate Real Estate Marketing Channel?]
2. How the market can change in the future and why it’s better to act now
Today’s customers have so much information, that it’s getting a lot harder to see them taking action. Many also prefer to postpone their property-related decisions in hopes that the market might perform better.
One way to speed things up is to educate your clients as to why it’s better to act now via real estate follow-up campaigns. Here’s what you can do:
- explain the benefits of acting now as opposed to waiting. Use some figures from your market reports and CMA stats;
- outline what twist local market trends are expected to take in the near future and which risks are associated with these changes;
- compare two options and explain how you can help make the most of the current situation.
[Related post: 8 Real Estate Email Prospecting Tricks Top-performing Agents Use]
3. Addressing objections
From “You haven’t sold any homes in the area” to “I have a friend in the business”, real estate client objections are diverse and (oftentimes) hard to address.
The main goal of sending an objection-related email is to convince prospects you’re the right person to talk to, engage in a conversation and book a call or meeting. That done, you can elaborate on fixes to client objections personally.
To address objections in real estate follow-up campaigns:
- outline 10 most frequent objections you encounter;
- put together great answers to them and send this info in a series of emails.
[Related post: 5 Real Estate Emails You Should Send to Convert Your Leads]
4. Customer testimonials and reviews
What is more inspiring than seeing how people with the same challenges found a great way out? The real estate industry relies heavily on personal connections and referrals so testimonials and reviews should definitely be part of your email narrative.
By the way, online reviews are currently a huge deal in local search ranking factors too which means that earning more reviews is sure to pay off.
[Related post: 4 Reasons Your Competition Is Focusing on Real Estate Reviews Right Now]
Real estate follow-up campaigns take much more than a couple of “just checking in” emails. Address people’s key challenges and pains and you will generate more results and close more deals.