3 min read
After a gruelling weekend of inspections, auctions and prospecting you need to commence your action plan to make the most of all your hard work and convert your hottest leads into new clients.
How you follow up and manage your new prospects can be the difference between a closed deal and lost business. That’s why it’s so important to know how to make a great first and second and third impression.
Follow this three-step lead conversion strategy to establish yourself as a knowledgeable, responsive and committed agent to increase your chances of converting hot leads into new business and ultimately get more deals.
Step 1. Strike while the iron is hot.
Ensure you respond to any new leads that requested further information (like the Section 32 or a copy of the contract of sale) from you at the inspection, via email or voicemail within 24 hours. Your responsiveness is of the utmost importance to prospective clients. They’ll look upon you and your listing more favourably if you’re quick to answer their questions and supply information they requested.
Within a day of meeting a new lead you need to make an introductory call to answer any questions they have and to let them know you’ve sent the extra information if requested. This is your chance to show off your expert knowledge and that you go above and beyond to help your clients.
Next, send a follow up email with the subject line ‘Looking forward to working with you!’ or something similar, regardless of whether they asked for more info. Recap the main points of your conversation and the answers to questions they had, so they can easily be reminded of your chat and get back in touch.
Step 2. Prove your value.
Two or three days after your introductory call send off a personalised email to your hottest prospects. Within the email supply valuable materials related to their buying or selling process to reinforce your dedication to stellar customer service.
Send through a market analysis and profile of the area/s they’re interested in with comparative sales data, recommended listings (for buyers), a home estimate (for sellers) and a broader housing market report outlining why now is an optimum time to sell/buy.
Follow this up with another call to check in and see what they thought of the information you supplied and if they had any questions about the estimate, the listed properties, or whether they need a broker for their pre approval or anything about buying or selling in general. From here you’ll be able to get a good read on their level of interest, timeframe and can set up appointments if need be.
Step 3. Shore up future business.
If you haven’t heard back from your hot leads after five days or so, call the prospective client again to ask whether they received the market report and information you sent earlier in the week and to make an appointment if they’re ready to take the next step. After all, persistence is key when following up and converting leads.
Check what information they found most helpful and probe to see whether they need anything further from you or want to meet. Also, ask the client for permission to add them to a listing-alerts system so that they’ll be the first to know as soon as new properties come onto the market that fit their criteria. This will reinforce your commitment to being accessible and helpful, and open a dialogue for you to learn more about the client to send them better updates in the future.
Even if your hot prospects cool off at this point, keep them in the pipeline by subscribing them, and all your new leads for that matter, to a nurturing campaign. Add their details to your customer relationship management system to keep in touch by sending them helpful information and property updates via regular email campaigns or direct mail.
Your goal when following up hot leads is to qualify them, engage the client and build up a rapport and book in an appointment. With a dedicated and persistent lead conversion strategy you’ll be able to more readily identify and convert ready-to-buy and ready-to-sell prospects into clients.