A bird in the hand is worth two in the bush, or so they say, but when it comes to valuing your old (and likely cold) leads it might just be spot on! Even if your leads weren’t ready to buy or sell at the time, it doesn’t mean that they aren’t getting closer to taking action now. You've formed an intital relationship with them, so the paths of communication are already open.
Sure, we all love hot new leads but really, shouldn't we be going after any viable opportunity that we have? Older leads are still worth nurturing!
Here are a few suggestions for getting the best results from your follow-ups.
1.Create an Outbound Email Campaign
Email marketing continues to be one of the most effective tools for real estate agents. Past buyer and seller leads are ideal subscribers since you know exactly what type of information they are likely searching for. Separate your buyers from your sellers and start two different outbound campaigns. For example, you buyers may be looking for new things to do in their prospective area or perhaps handyman or decorating tips and perhaps your sellers are still looking for local comps in their area or ways to increase their home value. Email marketing is an effective way to keep the doors of communication wide open.
Always be sure to include a strong call-to-action (CTA) to allow the lead to contact you if they are ready to take action and buy or sell their home.
2.Upload Your Leads into Facebook Ads
You might be surprised to learn that you can export all your lead’s email addresses into a CSV file and upload them to Facebook Ads! (in fact, you can upload your leads to your PropertyPulse account as well –find out more here).
Now you can target a specific group of your leads with special messaging.
3.Send a Follow-Up Email
In addition to creating your ongoing outbound email campaign, you can send a personal “checking in,” type email to see if the buyer or seller is still active. This is one clear-cut way to know if a lead is worth pursuing or not. If a lead is still interested in buying or selling but is waiting until the time is right for them, this a great chance for you to nurture them and build trust until they are ready to move forward.
4.Try a Variety of Contact Methods
If you aren’t getting a response via email, it never hurts to send a text or call over the phone. How did your lead best communicate with you in the past? You may want to mimic these same communication patterns in your follow up.
Following your leads on Facebook through your business page is the number one way to remain relevant and connected. This is how many of our PropertyPulse clients have success connecting with current leads, past leads and even their clients.
Once you get a handle on your old leads pain points and their current status as a buyer or seller, you can start focusing on your new, hot leads. If you are looking for more traffic and leads, we can help! Schedule a demo with one of our real estate marketing experts today.