More on this topic:

 

 

 

 

 

 

 

 

 

 

 

 

Respond effectively to your new buyer leads whether they are from Market Leader, Trulia, or other Internet sources. This plan is based on best practices, tips and email scripts shared by top agents. 

Key principles

  • Respond immediately to new leads. (Your goal is to respond within 5 minutes—make sure you’ve set up your lead alert notifications.)
  • Provide information that is helpful and relevant to each person’s needs.
  • Reach out in a variety of ways (phone, email, text, Facebook, etc.).

Six month strategy:

  • Phase 1: 7-Day Plan of Attack for Buyers
  • Phase 2: 6 Month Nurture Campaign

Note: The goal of these steps is to get your contacts to respond to you.When you are able to engage a lead live, via phone or email, STOP the steps and replace the plan with your personal best practices that match that specific contact’s needs.

Phase 1: 7-Day Plan of Attack for Buyers

Day 1

Respond fast!  (Make sure your Alerts are set up so you’re notified of new leads immediately)

  • Tip: If you receive Trulia leads as well, be sure to make sure you have downloaded your Trulia Agent App so you can get a quick view of what the buyer wants from you as well as set up your instant lead alerts so you can be the first agent to respond! 

If a phone number is provided:

  • Send an introduction text
    • Send a text message
      • Text:“Hi Dan, I'm in an appointment right now.  What can I help you with so I have the information you want on the property when I call you back?”
  • Make an introduction call
    • Call as soon as possible (within 5-15 minutes). Leave a message if no one answers.
      • Voicemail:  “Hi—this is <your name> with XYZ realty—I just got a request from you for (insert what they wanted from you) from ABC website—and wanted to let you know I’m putting together the information for you.  Is there anything else you’d like me to look into about this property or other properties that caught your eye?  I’ll send this to you by <insert time> at the latest.
  • Send an email with the information requested
    • Include more information on the property to respond to their request.  (Look up the MLS for additional info, agent comments, check property records, or even add personal observations about the property or area.  Add something of value!)
    • Include similar listings in the surrounding area.
    • Tell them that you are going to check back to be sure they got all the information they needed (set the expectation)
    • Create a call to action.
      • Email:  “Hi, I received your request on ABC website. I just called and left you a message. It does look like the property is still active at this price $XXX,XXX and the home owner dues are $XX.  If you’re interested, I can show you this home tonight at 3:00 pm since they are reviewing all offers tomorrow at 5:00pm.  Can you give me a call back when you see this?

If no phone number is provided.   

Note: Try to find the phone number on Google, Whitepages, pipl.com, etc.  If you find a number, follow the steps above.  

  • Send an email to respond to the request as soon as possible (within 5-15 minutes)
    • Include more information on the property to respond to their request.  (Look up the MLS for additional info, agent comments, check property records, or even add personal observations about the property or area.  (Add something of value!)
    • Include similar listings in the surrounding area.
    • Tell them that you are going to check back to be sure they got all the information they needed (set the expectation)
    • Create a call to action.
      • Email:  “Hi, I received your request on ABC website. It does look like the property is still active at this price $XXX,XXX and the home owner dues are $XX. If you’re interested, I can show you this home tonight at 3:00 pm since they are reviewing all offers tomorrow at 5:00pm. Can you give me a call back when you see this?  What’s the best number for me to reach you?
  • If you are not available to fully respond, send a quick email to acknowledge request.
      • Email: “Hi Susan, I just got your request from ABC website. I’m on the road right now (or in an appointment right now). What can I help you with so I have the information on the property you want? What’s the best number to reach you when I call you back?”

Add your contact to the “Buyer lead conversion campaign”

  • This will prompt the following activities to automatically be scheduled on your dashboard as well as send the follow-up 6 Month Nurture Campaign emails.

Back to top

Day 3

Call and leave a message (If you have a number).

Send an email with a link to a Market Report such as Market Insider on your Market Leader Professional website. (Ideally, this report/market information is on your personal website which engages them with you further). If you don’t have Market Insider, another great resource you can use in an email is Trulia.com/local.   

  • Email: Hi (name),
    I wanted to make sure you have all the relevant market data as you search for homes in <insert city name>. For a look at the current market, community information, or list of schools & ratings in your area, click the link below to see all the details.

    <insert link to a market report or specific community page on your website>

    If there’s anything else I can do for you, please let me know.

Back to top

Day 5

Check to see if the lead is on the website.

Set up automated listing alerts or adjust existing listing alerts to make sure the properties being sent aren’t too narrow or broad

  • Send an email that explains either why you set this up for them or explains why you made any changes. 
    • Email: Hi there, I noticed that you had a chance to set yourself up for listing alerts. I just wanted to check in to ensure that you are receiving the type of properties that you want to see. If there is anything else you need, or if you would like some help in adjusting your criteria please let me know. I look forward to helping you.

Add the contact to a Market Insider newsletter for their zip code (where available).

Note: If your client’s listing alerts have vague criteria (e.g., no maximum price, or multiple search areas), try to narrow down the criteria based on homes they may have viewed or saved. If they have too narrow search criteria, try expanding the home price by $5,000-$10,000 in either direction (or both) so that they are eligible to receive new listings on a regular basis (this keeps your face in front of them regularly).

Back to top

Phase 2: 6 Month Nurture Campaign

Week 2 - Email

Subject: Let's Look at Homes?

*Customization note: Add a sentence about when it is good for your schedule, like “I am open this weekend and in the evenings during this week.”  (If they respond and the time no longer works—just reschedule them). 

Back to top

Week 3 - Email

Subject: Finding a Deal on Bank Owned Homes

Back to top

Week 4 - Email

Subject: Deciding What Your Home is Worth

Back to top

Week 5 - Email

Subject: How Am I Doing?

Back to top

Week 6 - Email

Subject: What You Won’t Find Online

Back to top

Week 7 - Email

Subject: Are You Looking to Sell?

Back to top

Month 2 - Email

Subject: Let’s Narrow Our Search

*Customization note: Instead of the last sentence, insert days and times that work for your schedule like this:  “Does Monday at 2:00 or Thursday at 6:00 work for you?”

Back to top

Month 3 - Email

Subject: Phone Number?

Back to top

Month 4 - Email

Subject: Interest Rates

Back to top

Month 5 - Email

Subject: Negotiating on Your Behalf

*Customization note: Add your own customer testimonials and a link to your Trulia, Zillow, Yelp or Market Leader reviews if you have them set up.

Back to top

Month 6 - Email

Subject: How to Get Help Buying a Home

*Customization note: Make sure your contact information is correct.  Also, you can insert the general area you serve as this will need to be appropriate for all your buyers.

Back to top

Month 6 - Activity

Subject: Negotiating on Your Behalf
Activity Title:
 The Buyer Lead Conversion Campaign has ended
Body of Reminder/Activity:

The Buyer Lead Conversion Campaign has endedWe recommend that you put this contact on a new campaign.

Back to top

Alternate Emails

Email

Subject: I’m Really Real (customization required*)

*Customization note: insert your local favorites into the text and an “about me” video if you have one.

Back to top

Email

Subject:  Hire a Realtor

Back to top

Getting Started with the Buyer Lead Conversion Plan

Steps to set-up your account to be ready to use the Buyer Lead Conversion Plan on your next buyer lead:

  1. Create Quick Textemail templates out of each of the scripts provided for the first week of follow-up. (Those will be days you manually send emails to your leads.)  
    • Day 1:
      • If you have a phone number and left a message: Email: “Hi, I received your request on ABC website. I just called and left you a message. It does look like the property is still active at this price $XXX,XXX and the home owner dues are $XX. If you’re interested, I can show you this home tonight at 3:00 pm since they are reviewing all offers tomorrow at 5:00pm. Can you give me a call back when you see this?
      • If no phone number is provided: Email: “Hi, I received your request on ABC website. It does look like the property is still active at this  price $XXX,XXX and the home owner dues are $XX. If you’re interested, I can show you this home tonight at 3:00 pm since they are reviewing all offers tomorrow at 5:00pm. Can you give me a call back when you see this?  What’s the best number for me to reach you?
      • If you are not available to fully respond, so need to buy some time and acknowledge request:  Email: “Hi Susan, I just got your request from ABC website. I’m on the road right now (or in an appointment right now). What can I help you with so I have the information on the property you want?  What’s the best number to reach you when I call you back?”
    • Day 3:
      • Market statistics in your area: Email: Hi (name), I wanted to make sure you have all the relevant market data as you search for homes in <insert city name>.  For a look at the current market, community information, or list of schools & ratings in your area, click the link below to see all the details. <insert link to a market report or specific community page on your website> If there’s anything else I can do for you, please let me know.
    • Day 5:
      • I set you up on Listing Alerts: Email: Hi there, I noticed that you had a chance to set yourself up for listing alerts. I just wanted to check in to ensure that you are receiving the type of properties that you want to see.  If there is anything else you need, or if you would like some help in adjusting your criteria please let me know. I look forward to helping you.

2. Customize and start your Buyer Lead Conversion Campaign so it's ready to go and 1 click away when you get a new lead.

Back to top

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

Related resources:

 

 

Share: