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On Marketing

Lead nurturing: What you should and shouldn’t be doing

It’s not as obvious as it seems. Sometimes how you should be nurturing your leads isn’t as clear as it should be.

I met with someone last week who mentioned they wholeheartedly believe that calling prospects is NOT the first line of contact – while other this week are saying that a text and email are the vital first steps towards nurturing Facebook leads.

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There isn’t a perfect science to nurturing, because everyone’s different. One realtor’s systems will be different from the other, which is never a bad thing… but it’s important to know what systems work best for you, and which ones you should adopt into your daily regiment.

Before we dive too deep here, lets first cover the many different ways you could be following up and nurturing your leads.

  • Phone Call
  • Text Messages
  • Handwritten Letters
  • Email Campaigns
  • A Door to Door gifts or items
  • And although outdated – the carrier pigeon or raven method (Just kidding, it’s super hard to train birds…)

Now that we’ve outlined the many ways in which you can nurture and follow up with you leads, let’s go through them individually do we know why they’re valuable, and when you should be using them.

Phone Calls

This is the main way most realtors follow up with their prospects. This obviously depends on a few things, including whether or not your prospects left you with their phone number, and if you’re more comfortable chatting with people over the phone.

I know the comfort portion shouldn’t matter – but the reality is, each person needs to play to their strengths.

There’s no point calling someone if you’re terrible at making phone calls. I know people who get very real, very debilitating anxiety when they reach for their phone to make a call. So if you fall into this wheelhouse, maybe calling prospects isn’t for you.

With that being said, it’s important to note that some people thrive with these sort of interactions as well. If you fall into this category – then maybe calling your leads is something you should do.

For more information on calling prospects, take a look at this article and learn how to have a productive phone conversation with your Facebook leads.

Text Messages

More and more people are texting. That’s just a fact.

Remember about 15 years ago when a text message cost 25 cents to send, and we were all rushing to get unlimited texting plans? It’s because the text messaging platform grew quickly and in popularity. We all became used to the comfort of communicating with people at our own time and on our own terms. This, in turn, has made a lot of people more nervous and uncomfortable about making phone calls. When people could take the pressure off by just sending a text, why would you call someone?

I’m not saying that texting is a bad system… by any means. This might be the system you’re most comfortable with. The important thing to remember when it comes to nurturing your leads through text is that sending texts can’t be your only system.

Sure, sending a few initial texts to feel out the water is great – but you either need to follow up with concrete resources or an email with more valuable information about your prospects.

Plus how on earth are you suppose to keep track of all your communications if they’re all done through text messaging? It’s hard to get a system in place that will assist you with text message follow up.

We recommend starting with text and then getting approval for another form of communication. Whether that’s email or a phone call is up to you and your prospect.

Email Campaigns

An email drip campaign or email autoresponder is a way for you to continuously be hands-on with your prospects – in the most hands-off way possible.

Trust us when we say that the hands-off aspect isn’t suggesting you take your focus away from the task. We’re more so meaning that it allows you to reply to emails without having to remember who you need to contact today, and who’s on your list for contacts next week. The plus with automated email campaigns is that they go out without you needing to remember to keep your finger on the pulse.

You already have a million things to do – so might as well take one task off your plate.

With that in mind, you can build welcome emails, updates, appointment confirmations and monthly informative emails through a number of different CRM’s and even through your StreetText account.

People’s lives get busy! Things that were once on the forefront have since been pushed to the back burner – which happens to every single one of us. Touching base with your prospects every few months to see if they have any questions, want to book an appointment or even just to wish them a happy birthday or holiday is a great practice to get into.

Drip emails are not only important to help you grow your brand, and prospect list, they’re key to help you run a successful business. They’re literally helping you take your mind off a task, that would otherwise take you a lot of time and frankly a ton of organization.

All in all, building email campaigns will only benefit your business. Take some time to plan it out, and dive into better engagement and better communication with leads.

Handwritten Letters

I’ve loved getting handwritten letters ever since I knew the post office existed. What’s better than opening the mailbox and seeing an envelope that you’re certain isn’t a bill awaiting payment. It’s one of the best feelings ever.

Handwritten letters are one of the best things you can do to properly nurture your prospects. Occasionally, realtors will get submissions that only contain an address and a name. Here at StreetText, we call these address only submissions.

These address only submissions are the submissions we recommend sending a handwritten letter to. Since you don’t have these prospects phone number, or email address the best thing you can do to get in contact with them. It’s important to remember that this point of contact is meant to spark a conversation and open the door for more. Whether that’s opening the doors for emails, phone calls or text messages, we’re aiming to start conversations through handwritten letters – and continuing it through other lines of contact.

Now, with this in mind – here are some things you should consider including in these handwritten letters that could spark and further the conversation.

Short, sweet and to the point: Don’t write them a novel. Make it short, to the point and really quick! As an example, send them a message that thanks them for reaching out for a home evaluation – and let them know you’re around if they have any further questions, comments or concerns.

You can also include a nice gift for their coffee habit, their pet or anything else in the card. Don’t break the bank for this, but if its something you have the budget for, little coffee cards and gifts can go far.

Door to Door Gifts & Items

This next one has a lot to do with your Facebook Engagement.

There is so much value in a handwritten letter, but as mentioned, if you have the budget for it – small gifts might be a good idea to connect yourself to prospects and make yourself stand out in the large crowd of realtors. But how do you know what to send?

Take a moment to do a bit of a deep dive into your real estate Facebook page, or social media handles. Why you ask? Well, this could be your key to knowing what kind of gift to send them. As an example, my Instagram account is PACKED with dog-related content, because my dog is my biggest supporter and best friend.

After doing a little bit of recon on my social media platforms, you can absolutely see how much I love my dog… which means any dog related gifts will tug right on my heartstrings, and put you above the rest of the realtors looking for my business. I’m by no means telling you to bribe your prospects, but I am saying that a little bit of research and care will go a long way.

At the end of the day, these are all optimal ways you can nurture your leads. Pick and choose which ones are going to work for your business, and incorporate them full force.

 

Other Interesting Blog Posts:

Facebook Real Estate Ads
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How to capture real estate leads online today.

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70% of all home buyers and sellers work with the first Realtor they meet

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Introducing you to the proven strategy that will grow your business

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On Marketing

Success Stories Series. This week: Karen Haug

Karen Haug is a realtor in the Jasper, Indiana area. We wanted to feature Karen as she’s be a been part of our test group while we build out our Drip Campaign feature. Karen has had her drip campaign function active since she began with StreetText in November last year – and immediately had leads coming through and booking appointments with her.

We’ve been in touch with Karen ever since we added drip to her account to see her success first hand. Here are some questions she has been able to answer, that will give you some insight into the interactions she has had with her clients and the success she’s had with our drip campaign.

 

Real Estate Leads

1. Can you share with us the results and engagements you’ve had with drip so far?

I started with drip campaign about 2 months ago and was able to engage in conversations with many of my leads since then.

To give you some examples,  I had a client get back to me as he wants to know the value of his home. He was the appointment I had this morning. He wants to downsize and is getting his house ready for the market.

Another client who reached out via the drip campaign is renting the house they are currently in. He asked about it as he’s interested in purchasing the property and try to find a value of it.  I’ve been communicating with him on the phone.

Another gentleman reached out in the first few days of the drip campaign. He was interested in the value of his home. Since he’s bought it, he has been upgrading and might sell next year. I’ve been emailing him and we decided I’m going to get with this week sometime.

I’ve also been in touch with a kind lady who had her house listed with a different agent and is thinking of relocating. I have talked to her a couple times on the phone and through email. She might be giving me a call back sometime to list her house, once she decides what to do.

I found the “Quick question” email to be the most responded to email. Some people reply by simply saying: Anytime after 4:00.  I have several people reply to it.

2. It’s exciting to hear that you are having success with the drip. What else do you like about StreetText?

I have done many advertising avenues and StreetText real estate lead system has been the best one yet. StreetText gives you the opportunity to show people what you’re really like. It speaks waves when an agent will sit and talk to you, give you advice that makes sense, and spend the time a deal takes to get it just right!

I also like the system and dashboard that  StreetText offers. It gives me the ability to look through requests, see what their time frame is, and know who I want to get back to right away as I keep a running list of all my clients. And I really like the preset emails.

3. How long did it take you to set up your first listing appointment?

About 2 weeks in I had my first appointment. About a month later I had my second. Around Christmas time, I had a lady call me who had her home listed with another agent. She was looking for a change so she was trying to see what I could do for her and what my company was all about.

4. How many deals have you done with StreetText?

I haven’t closed any deals yet and I’m fine with that. The art of Real Estate is nurturing a deal and being patient. I have had 2 potential listing appointments, and have talked to 2 other prospects on the phone. To me, it is like an interview. These potential sellers are seeing what’s out there and what I’m going to do to help them save their hard earned money.

5. What advice would you give to other users of Streettext?

I try to reply in person to all the facebook real estate leads I have coming in. StreetText does the automatic replies to people and even though a person was “just curious”, in the future they might be selling. I don’t like missing out on a lead, no matter how small or large it is, I give all my clients what they deserve, the best possible respect and honesty that can be given to a person!  I don’t ever write anyone off until I know they’ve moved out of the area, working with another agent, have told me they don’t want to receive any more emails from me or are really arrogant to me.

I had this lady sign up on my website, she never responded to the 3 emails I sent her, so I put her on ice. Then every once in a while, I pull this file out and start emailing them again, well, she finally got back to me stating they were looking for a house. It went a couple more emails and she finally emailed me a house they wanted to look at ASAP.

Again, when you’re in real estate, it’s all about patience and nurturing deals, even though this deal is still in the very early stages, you must be patient and nurture it to get the best results.

If you are interested in adding drip to your account, send an email to [email protected].  The drip function that we have available offers agents a more hands-off approach to contacting their real estate leads.  You’ll no longer have to keep track of who you contacted when, and which follow up you need to do today. We take care of that for you within your StreetText dashboard.

Book a Demo to See StreetText in Action - Lead Magnet
Book a Demo to See StreetText in Action – Lead Magnet

Other Interesting Blog Posts:

Facebook Real Estate Ads
Find buyers and sellers with Facebook ads

Real Estate Leads Generator
How to capture real estate leads online today.

Facebook Real Estate Leads
How to generate inquiries with Facebook farming

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70% of all home buyers and sellers work with the first Realtor they meet

Facebook Real Estate Ads
Generate Ongoing Facebook Leads
Introducing you to the proven strategy that will grow your business

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Categories
Case Studies On Marketing

How Gina Wade is combining her direct mail strategy with online lead generation to land her deals

Gina Wade is an unique agent from Marietta, GA and she’s not shy about her approach to lead generation.

“A lot of people don’t reply to your emails, but when you send a personalized letter, people almost always acknowledge it. People always open letters.”

She has been working as an independent Realtor for only the last two years and is already thriving. Gina had to shift her career when she had her son. A move which has brought her a lot of success.

Where is she seeing the most success? From the addresses she is collecting with her Lead Generator system.

From time to time, real estate leads that Gina captures through her StreetText lead generation campaigns only provide their address, and no additional contact information. And regardless of just sharing their address – Gina is finding surprising success when following up with them.

With that being said, it’s hard to believe that Gina gets most of her clients through these submissions, right?

Real Estate Leads

Gina’s follow up systems are some that people strive to get. We’re constantly seeing requests from real estate agents looking for flawless “address only” submission methods, and Gina is holding the key.

Today I’m going to give you a breakdown of her systems. But don’t worry if it seems like a lot to try to take in. I’ve also included a free download of her systems at the bottom of this post.

Let’s begin with how Gina makes the Initial Contact of her addresses.

Gina captures leads that are interesting in knowing the value of their home. She uses StreetText’s lead generation funnel and Facebook ads to capture her leads and the dashboard to manage them. She says, the moment she gets notified of a new address, this is the first place she goes.

Then Gina’s off to the races.

First off, she sends her leads a wide ranging Comparative Market Analysis (CMA) – and sends it in a nice envelope, with a kind, handwritten letter. She leaves the CMA price range broad because she wants the contact to have a reason to touch base. Give them too much info the bat, and the contact has everything they need. Too little, and they feel the agent hasn’t done enough to deserve a call. It’s simply human nature.

She also mentioned that she loves making the letters look nice, with different stamps that stand out above the regular ones people send out. As Gina says, “This adds a personal touch.”

Gina Wade

Gina puts a lot of love into her systems, which is one of the reasons why she has such success with address submissions.

Gina also mentioned that even if she has the lead’s email address and phone number she’ll still send the homeowner a letter. The day we spoke, Gina mentioned that she had just purchased 200 stamps, which would have been gone by the end of the week. Talk about hustle!

“A lot of people don’t reply to your emails, but when you send a personalized letter, people almost always acknowledge it. People always open letters.”

This has contributed to 16 deals in just 8 months… 6 of which are deals from StreetText. With the average home selling for $200,000 in her area, Gina is doing exceptionally well with her current tactics.

The Follow up

Once Gina sends out her initial CMA, she waits about 90 days before sending a follow up letter.

In this letter, Gina provides more information that may be of use to someone selling a home, but mainly asks the lead if they’re still interested in selling their home – or if they are looking for more information.

This follow up period is key, because it opens the door for a line of communication again. Gina makes sure this letter has just as much personality as the first, and is hand addressed and hand signed.

Gina Wade

She also makes it a point to reach out and mention that even if they wanted to meet to chat about concerns they have or questions about selling – she’s open to help in any way she can. A lot of potential home sellers are nervous about making this step in their life of listing their home. Gina makes sure to address their concerns and empathize with the lead – giving them as much reassurance and assistance they need to be comfortable selling.

To learn how Gina takes address submissions and makes them into deals, download her template below. You can also take a look at how Gina handles objections through her Facebook ads.

Gina Wade Follow Up Template Part 1 – Facebook Maintenance

Gina Wade Follow Up Template Part 2 – Follow up letter (1)

Staying in Touch 180 days out

The last recommendation is contacting the same lead roughly 6 months outside of the initial contact.

Why you ask?

“They haven’t gotten back to me…so whats the point?”

Yea, we totally get it. It can be frustrating… but hear us out.

Contacting the same lead 180 days out gives you an opportunity to give them an updated CMA. Chances are – within the 6 months since you initially reached out – the market has changed.

Giving your leads an updated CMA gives them a chance to have a new and healthy perspective on their initial desire to sell. It also shows that you care and that you are serious about helping them when they are ready. 

Summary

Gina Wade is proving that she can turn leads that other agents may see as “low quality” into “high quality” transactions and referrals. On my call with Gina I was repeatedly impressed with her go-getter attitude and friendly personality. Based in Georgia State she was looking for a way to stand out in her community and get consistent leads. She already had successful follow up practices, a great mindset, and a growing business, what she needed was a consistent lead generator system that would fill her pipeline with opportunities. Since starting with StreetText she treats all her prospects the same, even the ones that only provide their property address. She sends them a CMA with a valuation range. 90 days later she follows up with a letter and again in the next 90 days.

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Case Studies On Marketing Strategy

Dave Ehlke – The Strategy behind the success

Dave Ehlke is a realtor in the Forest Lake, Minnesota area who’s been growing exponentially in the last few months. We had the pleasure of chatting with Dave on several occasions to dive into his practice, and see how he’s doubled his deals from last year.

After speaking with Dave, we understood immediately why and how he has had so much success with his different methods. Dave focuses on being genuine, authentic, and for lack of a better word…is just a regular human.

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Often times in Real Estate, people are focused so much on the sale, that building a natural connection and relationship with a client gets put on the back burner. Dave does the opposite.

“Don’t be scared,” Dave says when approaching his leads. Dave mentioned during our most recent webinar that he’ll call or text very casually if its the right time of day that, “Whats the worst that could happen?”

He’s totally right. What is the worst that could happen?

All of Dave’s strategies are built around his personality, and how he interacts with people naturally. This means that they’re working for him and can for you too.

In this article, we’re covering all of Dave’s processes to show you how they are working for him, and how you can take them, and implement them into your own business structures. If you wanted to watch Dave’s Webinar in full, click here to watch it in full! 

The Beginning

Dave’s process starts with getting his real estate leads directly from StreetText. These filter in through his custom-made Facebook ad’s and appear in his StreetText Dashboard. Once here, Dave will address these as they come in. Either as an address only submission, phone number, or email.

These are all connected the CRM he uses, which is Kunversion. After they are filtered into his CRM – Dave goes to work.

Once a lead comes in

Once a lead comes in, they will automatically receive an email from Dave that is triggered through his StreetText account. This email thanks the lead for their home evaluation request, and provides them with the information they need to get in touch.

To download a version of Dave’s initial email,  click on the link below.

Dave Ehlke – Initial Automated Email

From here, Dave has to decide how to contact the lead. There are several different ways in which he contacts his leads:

Address Submissions:

If Dave receives an address submission, and immediately places them on a 30 day mailer. This mailer could be a number of different things. An educational letter, news about the leads market, or even a seasonal greeting. Dave makes sure this mailer changes every month so his address submissions are getting changing, and enticing information.

An important factor that Dave sticks to is to never leave the lead without homework. Dave will always give his leads a reason to contact his back, even as an address submission or phone number.

As an example, Dave might ask for images of the home, ask if the home was ever damaged by a big local storm, or any other general questions about the property.

Dave makes sure in this 30-day mailer that he gets down to the bare bones, and removes himself from the selling aspect for a brief moment. This means Dave will include a ‘close to home’ aspect for the lead. Ice Cream promotion, local coffee card etc. Send the lead to a local area. Dave also keeps the email content short, with just the essential information. Download the document by clicking on the link below.

Dave Ehlke – Ice Cream Strategy

Some really valuable pieces to take away from this strategy is that Dave includes a personal touch in the email about the recent storm in their area, which shows that he really knows the area, and factors that may impact your homes value and quality.

Dave also recommends, attaching your schedule at the bottom of the letter or email, to let the lead know when you’re free for a conversation. Even if you aren’t busy, include only a few times so it appears as though you are. Provided below, is another downloadable example of a postcard campaign that might suit the structure of your campaign ideas.

Dave Ehlke – Post Card example

Dave Ehlke – 30-day mailer example

When email and phone address are included:

When Dave receives submissions that include both addresses and phone numbers, he has a number of different techniques in order to contact them.

Dave is not scared to contact people. “Whats the worst that will happen,” Dave mentioned during one of our conversations. He also mentioned that “If they contact me at a good time, I’ll give them a text or a call to touch base. Nothing major or overwhelming, but just a conversation to see how interested they are.”

Depending on the time of the day, Dave will also consider sending his lead a text message. Typically, this text will be a bit more candid, and personal as well…following the previous style Dave lives by. For an example of how Dave writes his texts, download the files provided below.

Dave Ehlke – Email example

Dave Ehlke – Text Message Example

 

Each of these methods has been proven to work for Dave and can be adapted to your business plan, and style. We recommend ti test them out for yourself and change them to best fir your personal voice. Implementing someone else’s methods directly into your follow up structure may not work as well for you, as it did for them.

It’s important to remember to test these, and make sure you find the right algorithm for yourself.

Other Interesting Blog Posts:
Real Estate Leads
How to capture real estate leads online today.

Facebook Real Estate Leads
How to generate inquiries with Facebook farming

Facebook Real Estate Ads
Generate Ongoing Facebook Leads
Introducing you to the proven strategy that will grow your business

 

 

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On Marketing On Sales Automation

3 tips to help manage your leads

Trust me when I say, I know how busy realtors are, and I know the thought of missing out on potential leads is stressful for everyone.

Real Estate Lead ManagementBut have you ever considered that stressing could be affecting how you follow up with your Facebook real leads and costing you listings? In this article, we’ll chat about your fear of missing out on leads, and how making a few changes can help you land more deals.


The hard truth

The hard truth here is that all of us have lives, and probably have a hard time following up within the first 24/hours. With that in mind, knowing that less than 5% of real estate leads are contacted in the first 24/hours is pretty scary right?

This is probably a huge reason why you worry about losing leads. We have personal lives we want to live, however, the looming panic of reaching out too late, or not reaching out at all is consistently there.

It’s important to remember that reaching out in high-stress situations will usually cause you to reach out in the wrong manner. This can either be through the wrong tone, pushing too hard, using the wrong words or even offending someone.


The good news

The good news is that there are apps you can use to automate responses to leads to make this an easier process.

The even better news is StreetText automatically sends your leads an email once they ask for a personal home evaluation, which means they’re being contacted in less than 24/hours, with no added hassle to you.

How you ask?

Once you set up your StreetText account, your leads will be emailed a personal email from you – asking for a home evaluation or walkthrough so they get an accurate idea of their home value. This is customizable, which means you can add as much personal flair to this email as you would like and is sent out 5min from when they request the evaluation.

If you have a StreetText account and would like to learn how to edit an email automation, click here! It’ll walk you through all the steps of changing your automated emails sent to leads. This will allow you to make your automations a little more personal, and allow you to add any information you choose.

If you don’t have a StreetText account, and wanted to learn more about this process – and automated emails…Click here to book your Demo!


What else can I do?

I’m glad you asked!

There are a few other app’s we recommend that will help keep you on track with leads, and everyday life for that matter. To see some of the app’s we suggest – take a look at one of our latest blog posts here!

These will range from scheduling apps, video automation tools, as well as integration tools. These will all help you stay on track, and be able to reach out to real estate leads hassle free. Never again will you be worried about reaching out too late, or not at all.

It’s also important to remember that you can do it all yourself. Understanding what you can do, and what you’re able to achieve is the first step to getting it all done. Always think of how you can start organizing your workflow and figure out whats stressing you out the most through your day to day.

Learning these things, and making a few modifications will help you get over your fear of missing out on following up with your leads.

StreetText is here to help you start those conversations. Book a demo with us today for more tips, tricks, and how to generate Facebook seller leads.

Other Interesting Blog Posts:
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How to capture real estate leads online today.

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Easy system to gain more seller leads

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