Building a huge list of warm or qualified leads is a fantastic and very worthwhile pursuit for any Realtor’s business. If you can do this effectively, then you can build a massive list of people who have shown an interest in your business and who are presumably likely to buy from you.
But this is only going to get you so far. Eventually you’re going to need to think about how you can convert those leads and turn them into buyers and sellers. So how do you take this step and what can you do to convert your leads? Here are some methods…
Sending Out Special Offers
If you are correctly handling your leads, then you should have some kind of lead management software / CRM set up and this should automatically be tracking the behavior of your leads. Those leads are people who have come to your website, shown some kind of interest in your business, and eventually signed up for your email blasts.
They should be showing engagement and the fact that they’re reading your content at all suggests that they trust your brand. That means they’re ready to buy and all that is left is for you to get them to take the plunge. You now need to do something that is going to help them take action and become your customer.
Using CRM software, you can automatically email only those leads that are showing lots of engagement, even ones that have been looking at your site. From there, you can then make them some kind of special offer. This special offer should be time limited and quantity limited. This then creates scarcity and urgency – the reader has to act quickly to take advantage of the deal.
They already liked your brand, they’re interested in your product – now you’re just giving them that final incentive to take action right now.
There are more things you can do to convert leads too. One example is to remove any risk that might be involved in the purchase. People are naturally risk averse, so try to remove any perceived danger by offering by explaining the risks (and how to mitigate them) versus the rewards of buying or selling real estate.
Another technique is to offer your leads a value that they can’t do on their own and that other realtors cannot / will not do for them.
Finally, remove any ‘buyers’ remorse’ by explaining how making a decision today is more beneficial to them than waiting for the future, as in act right now! Anyone following the market knows that home values are increasing with inflation, home ownership can protect from inflation, and locking in low home prices and low interest rates right now is hedging them from inflation in the future. Be able to talk through these ideas and show the client how their decisiveness can benefit them.
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