Initiating conversation with a client is a huge part of the lead generation process. If you’ve implemented different techniques, connected with a prospective client, and are now in a position to further the connection, congratulations! That is an incredibly important first step. But remember, the marketing outreach isn’t finished until the client has signed with you.
Let’s look at some of the necessary steps you must go through to convince leads that you are the right person for the job.
1. Build/Update Your Website + SEO
After you’ve connected with a client, what do you think the first thing they are going to do is? Chances are, it will be typing your name into Google. You must have a top-notch website waiting for them that shows up right on Google. Your website will define people’s perception of you in the age of digital commerce. 38% of people will stop engaging with a website if the content or layout is unattractive, so your website must look and function well.
Don’t have a website right now, or is it in need of a refresh? In today’s age, it’s quite simple to do it yourself with services like Squarespace or Wix. Check them out!
2. Establish Your Socials
This is similar to your website. Perception is reality, and a big part of how you will be perceived is your social media. People will search your name on Google, Facebook, or Instagram, and having a compelling social profile can go a long way towards helping you stand out. There are many different ways to improve your social pages, including content marketing, personality posts, video, and much more. Make sure that when your prospects look you up on social media, they find social media pages that help your case.
3. Use Social Proof
Social proof is a powerful thing. Unless you are completely new, chances are you will have a previous client base that you can use to spotlight your successes. One of the ways to show real estate leads the value you offer is by discussing your previous real estate success stories. Show them the different houses you’ve sold, the clients you’ve helped. Seeing how you have impacted others will go a long way towards convincing your best real estate leads that you are up to the task.
4. Leverage Your Brand
Branding is a key part of lead generation. Whether you’ve connected with a client through a Facebook lead generation campaign or a door-to-door effort, you must spotlight your brand. A brand should give clients a built-in expectation and association for your business, so build that up. Create a logo, generate flyers, make a real effort to put your brand front and center. This will help improve your perception to your prospective client and help you develop your business long-term.
5. Don’t Be Afraid to Follow Up
Lead nurturing is not always a linear process.
It won’t always work as expected, and a lead will frequently go cold. Just because a prospect doesn’t respond to an email doesn’t mean it is time to give up. The follow-up is a core part of the lead capture process. You never want to pester someone, and if it is clear that they are no longer interested, move on. But having a well-crafted follow-up message where you re-introduce yourself and explain the value you can provide will help you re-connect with potential clients.
Check out some of these examples in the StreetText Insiders group! (Members Only)
6. Become a Neighborhood Expert
Once you’ve started talking to someone in a specific neighborhood, it is time to dial in to impress them. Research the neighborhood, look at recent home sales, get to know the area. You don’t want your prospective client to know more than you about the area they are trying to list in, so impress them with your knowledge. This will take a time investment, but it is well worth it to show your leads the specific ways you can assist them.
7. Go the Extra Mile
To generate quality leads, you need to stand out.
This may be vague, but it is a good guiding principle to how you should approach nurturing your leads. You don’t want to overwhelm anyone, but don’t hesitate to go above and beyond to show your prospect you’re invested. The difference one client can make for you is drastic, so investing in your lead generation strategy is important. Whether it is a time or financial investment, go above and beyond to show clients you’re up to the task.
8. Establish Your Unique Value Proposition
Your unique value proposition should guide you in your lead generation process.
This will require some introspection from you, but once you figure it out, it should help you better explain to prospects why you are right for the job. Your unique value proposition is a straightforward explanation of the benefits you provide your customers with. It should be punchy, to the point, and clear. Write it down if you need to, but having a concise reason as to why you are the person that can help prospects get the best value for their home is an important part of the process.
What’s your unique value proposition? Let us know in the comments!
