Congrats! You’ve connected with a new potential lead. That is one of the critical steps you must go through to attract new clients. Lead generation is incredibly important, which is why StreetText is around to give real estate agents an effective and easy-to-use platform that allows them to generate high-quality leads through Facebook.

But even after you’ve established contact with new prospective clients, your work is far from done. If every lead a real estate agent connected with became a client, every real estate agent would have a lot more clients. It is a long process to get someone from a stranger to a client, and there may be hiccups along the way.

If a lead starts to go cold, meaning that someone you’ve started talking to stops responding, this doesn’t mean it is time to give up. Leads stop responding all the time; this is something every agent is likely used to. But it doesn’t mean you have to move on and abandon hope. It only means that it is time for a follow-up.

A follow-up email is a critical way to re-open conversations with a lead that has gone cold. This is standard practice for businesses and real estate agents worldwide, and there is an art form to it. Your follow-up is equally as important as your initial outreach and can define whether a lead is gone for good or back interested in your offerings.

Let’s explore some of the different ways to craft a follow-up email that will help you land new appointments.

Re-Introduce Yourself and Value-Add

Regardless of how long it’s been, you must re-introduce yourself to your lead. Don’t expect them to have any significant recollections of who you are and what you can do for them. Even if they do, it doesn’t hurt to explain. Keep your tone conversational and friendly, avoid slipping into an overly formal way of writing. You should always assume that your leads won’t remember who you are or what services/products you provide. Even if they do, it’s essential to remind them of this when reintroducing yourself in an email follow up after speaking with someone on the phone earlier in order not make any assumptions about how much information was retained from our previous conversation and also because there’s always room for new names at least until halfway through writing!

The first portion of your email should be you re-introducing yourself and reaffirming that you have spoken in the past. It should go something like: “Hello Again (their name), it’s (your name), the real estate agent you spoke with last week about (whatever you spoke with them about)!”. 

From there, you should give your pitch. Keep it condensed, short, to the point. Talk about the value you provide. What makes you the right person to help them sell their home or find a new one? This should be early in the email. If you can, try and insert new information. Say things like “I’ve been thinking about your situation, and…”. Show that you are invested, interested, and make it personal.

Want to stand out even more? Include the above information in an embedded short video! At StreetText, we always recommend BombBomb as they directly integrate with most email servers, and provide a way to easily embed video into your StreetText emails!

Address Potential Objections

The number one thing to remember about leads is that they are people too. Sometimes, you may have all the answers and know exactly what your client needs; but sometimes we don’t even get there ourselves yet! What this means though (and something which will become clear soon) differentiate these two situations – if a prospect has doubts or second thoughts then chances are it’s not personal against YOU as an individual…but rather societal/cultural issues at play with how others perceive us versus getting straight into why someone should choose ____ over ______. Don’t stress though, you can still salvage the situation.

If you want to get the most out of your follow-up messages, it’s important that they are personalized for each individual. One way this can happen is by addressing potential objections a prospect may have; doing so requires insight into what makes them tick and how best handle any issues in order not only win over new customers but keep those existing too!

I recommend looking at things like experience level (are we experts?), location or other aspects which could put off potential buyers – if there was anything wrong with these before then chances are someone will mention again now after fixing

In your email, don’t say things that would build objections from a prospective client. Just consider what potential misgivings people might have towards you as a real estate agent, and make a case that shows these objections to be incorrect. This is a great time to leverage social proof. Share success stories, provide quotes from satisfied customers. This shouldn’t take up your whole email; it should be a small but essential part of it.

Don’t Be Pushy

The goal of a follow-up email is not to demand anything but rather start the conversation. You will find yourself being ignored by your client if you come off too intensely or use high pressure sales techniques like “hard sells.” Your tone should always remain light and perhaps even humorous at times; this way, they’ll feel connected with what’s happening in their life while also avoiding uncomfortable situations where there can be no returning back from.

In addition, keep phrases such as “I’m looking forward” which allow for reconnecting before moving onto new business because we know sometimes clients need time apart after having received an offer

Avoid coming across in a desperate, overbearing way, or putting any type of pressure on the lead. Your end goal should just be a further conversation, ideally in the form of an appointment.

Get Creative

We know that your follow-up is extremely important, which means you need to take the time and effort needed for a good one. So instead of just sending over an automated message like “Hey there! Just following up on our previous emails,” try something more creative or specific about what we discussed in order make sure it stands out from all other inboxes.

Make your email look unique. Use multimedia, design, and color. Stand out from the crowd by being creative – instead of just sending “Hey there!” send an email full off interesting facts about yourself or offer some helpful advice (with maybe even a joke!). There are countless great ways to make an email pop. One of them is a video message. This may seem strange, but video email outreach has a massive impact. According to Campaign Monitor, just the word “video” in an email subject increases open rates by 6%.

While some of these suggestions may feel unnatural or like “too much,” they are ways to stand out. When your lead has gone cold, there’s no harm in putting a little extra effort in to get them back involved in the conversation. As a real estate agent, any client is a massive get. Putting in some extra work and getting creative with your follow-up can make all the difference in the world.

The follow-up is a critical part of a good real estate agent’s process. Don’t let prospective clients slip away without giving it another shot. There are many different templates out there, but remember to get creative and make it personal. This is something you should invest real thought into.

Best of luck, and don’t let those leads go cold!