Nurturing your real estate leads like blue world city isn’t always a simple job. After all, it is necessary to understand much more about the process than necessarily about nutrition itself.
Nutrition, in this case, will be a way to keep your list of prospects always warm so that, in this way, you can generate sales in the medium and long term.
But how to do this? Is easy? Is it time consuming? Need to pay?
We will answer all these questions throughout the text so that you can start your nutrition planning today. After all, the sooner you do it, the better.
The objective is to make you understand the entire process – from the capture, to the sale and after-sales. Thus, you will ensure the best possible treatment for all those people who will eventually buy a product from your real estate agency – whatever it is.
Real Estate Leads – What is it and how to make proper nutrition to generate sales?
Real estate leads are nothing more than prospects.
This is an expression that came to denominate prospects captured through content marketing strategies. However, in practice, it is a list of potential customers for your services and products.
But, and how can you effectively convert these leads into customers?
To do this, you’ll need to put in place a process called “lead nurturing.” Lead nurturing is nothing more than a way to get your leads driven by a flow of content that will lead them to conversion effectively.
However, this cannot be considered a cake recipe. Because each lead list will be unique. Each profile will be unique. Therefore, each nutrition must also be unique.
So what you need to do is follow some kind of method. Which is what we’re going to help you build from the topics below. Look:
- Capturing leads correctly is the starting point;
- Think about your sales funnel to guide lead nurturing – Understand each phase;
- Funnel Start – Basic nutrition to educate prospects;
- Middle of the funnel – Nutrition with presentations of proposals and products that cure the pain of the prospect;
- Funnel Bottom – Tempting proposals based on what was previously nurtured;
To deepen your study, we will deal with each of the above items from now on, individually. Come on?
Capturing leads correctly is the starting point
Just like any project, company, or product, your lead list needs to be built on a good foundation. In other words, the way you capture your prospects will directly interfere during the nutrition process.
If you attract the wrong people, nutrition may be of no use. Or, even if it does, you’ll have to invest a lot more resources.
Now, if you capture the right people, nutrition will be much lighter and healthier. And the results, of course, will show up. But what does it mean to capture a lead correctly? It means you don’t want quantity. But yes, quality.
It’s much better to have a small list of leads with high conversion effectiveness than to have a huge list that doesn’t convert at all.
And to build a good list, you need to define who your target audience is , persona, needs and behaviors. The more rich information about the prospect you have, the better.
Find out here how to capture real estate leads in a more qualified way .
Think about your sales funnel to guide lead nurturing – Understand each phase
Once you’ve structured a good real estate led capture to find the right people, it’s time to start honing them. And this is what we call nutrition.
Because this is a phase that you must educate the prospect so that he buys a product at the end of the process. And this nutrition, we can make happen within the real estate sales funnel .
But how does a sales funnel work? There are three different phases: the beginning, the middle and the end.
This is a playful way to guide a potential customer through a nutrition process, since at each stage, you can activate different features. Let’s better understand how each phase of the sales funnel works for nurturing your leads.
Funnel Start – Basic Nutrition to Educate Prospects
The beginning of the sales funnel is where it all starts. This is the stage in the funnel your lead just arrived at. That is, the first place it will “visit” after you’ve managed to capture the contact is the top of the funnel.
And to understand this, we want you to actually imagine a funnel. That starts off very wide at the top, and ends very thin.
Well, at this stage, you should educate your prospects. As much as your capture was strategic and you have good contacts, they need to be educated.
But what does it mean to “be educated”? Well, you should establish a content structure so the prospect knows where they are and what’s coming.
In addition, you need to show the prospect why it will be worth giving his contact to your real estate agency. It’s a process of achievement. After all, this is, in fact, the beginning of a relationship.
At this first moment, you will be able to send a series of texts, videos, documents and contents that show the prospect that it is worth listening to what you (your real estate agent) have to say.
So, be friendly, considerate and, above all, human. People listen to people, not brands and machines.
Middle of the funnel – Nutrition with presentations of proposals and products that cure the pain of the prospect
After the funnel top phase, we reach the middle funnel phase. This is where your prospects already have a basic education to understand that it’s worth listening to what your real estate company has to say.
And so, this is a slightly deeper phase of the relationship, where it is already possible to talk about some subjects that at the top of the funnel would still not be a good idea.
Here, you can start submitting proposals and products that help heal a lead’s pain. That is, assuming your lead arrived on your list through a promise, you need to make it count.
And that’s why you only need to have qualified people – quantity is not quality.
To talk about products, services and proposals that may arouse desires in your real estate leads, it is essential that they have gone through a maturation process. Otherwise, they will not be ready for the middle of the funnel yet.
And even if you talk about products and services, it’s critical to do it in a non-commercial way. In other words, it’s not time to sell yet. The time is still to awaken dreams and desires.
Learn more about the sales funnel for real estate agents here.
Funnel Bottom – Tempting proposals based on what was previously nurtured
And finally, we reach the bottom of the funnel. So far, you’ve been able to nurture your list of real estate leads very well and, consequently, everyone who has come this far is ready to buy a product or service from your real estate company.
To put this process on a timeline, it’s important to understand that it can take weeks and months for a prospect to get here. After all, this is a process. Not a magic recipe.
When a lead is at the bottom of the funnel, you can offer several tempting proposals that make dreams come true. These dreams you helped build during the nutrition process.
If you promised, back in the beginning, a real estate launch with exclusive financing, this is what you will need to deliver – with many more bonuses included.
At the bottom of the funnel, you need to get your prospect to say, “This is irresistible. It’s more than I imagined. I want to.” So never promise more than you can deliver.
However, promise one step below, in order to deliver one step above this conversion phase.
After the prospect effectively becomes a customer – How to continue nurturing him?
And if you think the process of nurturing real estate leads ends up with the sale, know that there is still a lot to do. After all, after-sales is one of the most incredible ways to retain a customer and bring others.
But how can you make this come true? To help you, we have separated some topics below.
This is a way to continue nurturing your customer base now. You need to make people who bought a product from your real estate company understand that you didn’t just want to sell. That is, you cannot just abandon your customer.
After all, you got the hardest thing, which is to sell. Why would you now abandon someone who once trusted you?
So that you don’t make this mistake, we’ve set aside some topics to help you with the re-nutrition process. And, as a result, you will gain new prospects to restart the cycle.
- Be a partner of your customer and make him loyal with some type of recurring service;
- Build a relationship based on unique and valuable content;
- Develop actions to generate word of mouth marketing – With new prospects, restart the nutrition cycle;
Be a partner with your customer and retain them with some type of recurring service
Partnering with your customer is a way to show that you do care about them. In other words, you didn’t just want to sell – even if this is the main objective of any company.
It’s critical to treat people who have become customers as people. In other words, you need to show that there is another human on the other side and that your product really came to help, and not just to increase your real estate sales .
So, look for customer loyalty. Offer some other type of bonus service so that you can generate recurrence in a way that the customer remains an active customer.
This is a way to keep the contact going and, of course, the connection too. Once someone has placed trust in your work or product, the chances of re-depositing are dozens of times greater – As long as the initial product was good, of course.
Build a relationship based on unique and valuable content
Another way to continue nurturing a client who has already purchased a product from your real estate company is to generate valuable content with a certain exclusivity.
In other words, send emails that add value to people’s lives, build an exclusive area for customers to earn bonuses, give some kind of recurring benefit – such as some kind of association, subscription, etc.
All of this will make the relationship continue for a long time and not be diluted with just one sale. After all, as we already understand, a customer will always prefer to buy from someone they already know, trust and believe.
However, if the “flame” of trust goes out or even fades into oblivion, this can be more difficult.
Keep your satisfied customer base healthy and you will certainly generate a lot of value for your real estate.
Develop actions to generate word of mouth marketing – With new prospects, restart the nutrition cycle
And finally, with everything we’ve mentioned so far during the after-sales process, you’ll still have the chance to achieve something amazing: word-of-mouth marketing.
This is an old strategy, but it is still one of the most effective for generating sales. After all, a person will always give confidence to buy somewhere already “tested” by friends and acquaintances.
So when you’re able to build value and generate a base of satisfied real estate leads, word of mouth marketing will naturally take place simply because you focus your energies on what really pays off in the long run.
So whenever you start a lead nurturing process, try to look to the future.
Seek a two-, three-, four-, or five-year vision. Your business is not designed to open and close after a few sales, is it? Book it like a marathon, not a 100-meter dash.