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The “Ten Days of Pain” Internet lead conversion plan is a high touch aggressive tool that is used to identify motivation levels and gather additional contact information so that Internet leads can be appropriately classified and converted to appointments.  For best results, follow the plan and take the time to customize the email scripts with information pertinent to the specific lead.  Even though it is easier to use the 10 Days of Pain (Email) campaign provided in the Marketing Center Professional library, agents report better results when they customize their follow-up with each unique lead.

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10 Days of Pain Lead Conversion Checklist

Day 1

Send the introduction email

  • For manually entered leads from other sources: use the Intro email
  • For Market Leader website generated buyer leads: customize your auto-generated welcome email and send the ICW

Send bank owned email or list of properties that fit your client's criteria
Search for the lead on Facebook and send them a short private message

Day 3

Send Open to Show email
Make follow up call and leave voicemail if no answer
Send first video email (if video mentions that you are available it can be combined with step 1)

Day 4

Send email with a Free CMA offer or relocation package
Attach a Just Listed Property list to email or via link

Day 5

Send a How am I doing? email
Include a list of "recently reduced prices" property list to email

Day 6

Take one day off during the plan. This can be put any day between Day 3 and Day 9

Day 7

Send Specialty Services email
Make another follow up phone call and leave a voicemail if nobody answers
Send a text message if you are confident in the phone number you have

Day 8

Send Specific Property email
Search other social media platforms like LinkedIn and Twitter and direct message them otherwise send another Facebook message if possible
Research their IDX activity

Day 9

Email Long Shot CMA message
Make another follow up phone call and leave a voicemail if nobody answers
Research their IDX activity

Day 10

Send Contest or Free Certificate email
Attempt contact once again via social media platform
Research recent IDX activity
Phone call for final call and leave a voicemail if nobody answers

Day 11+

Discard contact if not valid
Place contact into drip program if you have valid information for long term continued follow up
Change lead status to Active, Inactive, Hot or Trash
Label the lead as an A, B, or C lead in the sub-group field

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Phone Call Scripts

Intro Call

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Best Buy Call

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Create Urgency Call

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Last Chance Call

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Email Template Scripts

To best use these scripts in your Market Leader system, scroll to the next section for instructions.

Tip: Include the words "Thank you" or "Sorry" in your subject line. They both have the highest open rates!

Day 1: Automated Welcome Email

(For all new ML website generated buyer leads - this is automatic)

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Day 1: Initial Contact Wizard Email

(For all new ML website generated buyer leads - manually send this)

  • As there are many different options for this email, here are some sample scripts you can use:
    • 1-The default template
    • 2-the Day 1 Intro Email below
    • 3-Another option: 

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Day 1: Intro Email

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Day 3: Open to Show Email

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Day 4: Free CMA - Relocation Package Email

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Day 5: How Am I Doing Email

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Day 7: Specialty Services Email

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Day 8: Specific Property Email

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Day 9: Long Shot Email

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Day 10: Free Certificate Email

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Day 10.1: Contest Email

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Facebook Message Sample

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Video Email Sample

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Implement the 10 Day Plan with Your Market Leader System

Incorporating the 10 Day lead conversion plan with your Market Leader system will enable you to make the most of every single Internet lead, no matter where you received them.  Take a few minutes to ensure you have set yourself up for success by following these best practice guidelines outlined below.

Please note there are many ways you could implement the 10 Days of Pain plan to convert more leads with your Market Leader system.  Please feel free to get creative and adapt your own methods to this…

You will need to do the following:

Customize your Email Signature and automated Welcome Email
Upload your 10 Days of Pain email scripts into your Email Quick Text templates.
Start the pre-built 10 Days of Pain (Activity): Lead Conversion Program campaign in your Marketing Center.
Organize and classify your new Internet leads.

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Step-by-Step Instructions for Each Action Item Above

Set up your Email Signature, automated welcome Email, and Email Quick Text scripts.

  1. Got to Admin.
  2. Select the Email tab.
    1. Click on the Email Signature link to customize and save your signature.
      1. This will automatically append your signature to all the emails you send to your clients from the 10 day plan.
    2. Click on the Welcome Email link to customize both automated welcome email options.

Upload your email scripts for every day of your 10 day plan into your Email Quick Text templates.

  1. Go to Admin.
  2. Select the Email tab.
  3. Click on the Email Quick Text link to create and edit new message templates, so they appear from the email pick list within our email compose form.
  4. Select Create New and fill out the information in the form.
    1. In the Template field, enter the name of the email template. (e.g. Day 1: Intro Email).
    2. In the Subject field, enter the email subject you would like your customers to see.
    3. in the Message field, copy and paste in the email script you wish to use.
  5. Training Tips
    1. Enter your templates in the order you wish to see them in your message template list. (For instance, enter Day 1: Intro Email first, then Day 3: Open to Show email second, etc.).

Start the 10 Days of Pain Activity campaign.
Note: When you add contacts to this pre-built campaign, it will prompt you with daily reminders on what your daily actions should be with your lead.

  1. Go to the Marketing tab.
  2. Select Campaigns.
  3. Click on the Build a New Campaign button.
  4. Under Choose a Pre-Built Campaign, expand the Lead Conversion section
  5. Select 10 Days of Pain (Activity): Lead Conversion Program.
  6. Click Next Step.
  7. Click Save Campaign.
    1. The 10 Days of Pain is designed for brand new contacts, so you will add contacts to the campaign when they first arrive in your account using the actions icon.

Organize and classify your Internet leads.

  1. Status overview:
    1. New: (Day 1) This is the status your new leads will be automatically saved as. When you respond to a new lead, you should change their status to Retry. This is the status they will remain in throughout the 10 Days of Pain.
    2. Retry: (Day 1-11) of being in your account. This is the status all of your leads going through the 10 Days of Pain will be in.
    3. Active: Leads that have responded and plan on buying or selling in the next 2 years.
    4. Inactive: Leads that have responded and do not plan on buying or selling in the near future or leads that have not responded/engaged but have good contact information.
    5. Hot: Leads that want to buy or sell as soon as possible.
  2. Sub-Group overview:
    1. A lead: Buying in the next 30 days
      1. Follow up with these leads every other day
    2. B lead: Buying in the next 30-90 days
      1. Follow up with these leads 2x/week
    3. C lead: Buying in 90 days or longer
      1. Send a weekly email to them and add to campaign

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Want to learn more? Listen to these related podcast episodes:

Why Online Real Estate Leads Do Not Leave Phone Numbers

 Understanding & Engaging Today's Online Real Estate Consumer