Don't Scare Your Leads Away
Send the Right Message to Your Leads to Match Their Home-Buying Stage
A lead might be ready to buy now, and just looking for an agent to show him the house and help him sign the paperwork. Those leads are great, but they are few and far between, and if you are only going after those leads, you are missing out on the majority of opportunities. Most homebuyers that are ready to sign a contract are already working with an agent. So, how do you become the agent your leads turn to when they are ready to transact?
On average, a homebuyer starts thinking about purchasing a home almost two years before buying. Learn more about the homebuyer’s journey at: marketleader.com/journey.
Don’t treat your leads as if they have to buy now or get lost. Use email to your advantage. Email marketing is a great way to send the right message and stay in touch with your leads, and email marketing software accomplishes this with little time and effort.
Let’s look at the home-buying stages and what to send leads to fit their frame of mind.
These people are not ready to talk to an agent, since they are just thinking about buying or selling. They will probably tell you, “I’m just looking.” Don’t rush them or you will scare them away. The best way to convert these leads into clients is to let them know you are available for questions and can be an asset in their search. Give them information about the home-buying process and the current market. If you position yourself as a resource, these leads will be more likely to work with you when they are ready to buy. If you don’t, they will find another agent to help them.
Email these leads to:
- Introduce and position yourself as a resource for their questions.
- Let them know whether this is a good time to buy.
- Provide general home-buying tips and information.
Example Email Template: Buyer Welcome Email
Subject: Hi (first name)
I noticed you were online looking at homes on my website. You should have already received a welcome email with your login information, so you can see all properties directly from the MLS.
Buying or selling a home can be an overwhelming process, so I’m here to help; if you have any questions at all, please don’t hesitate to ask.
I look forward to helping you achieve your real estate goals!
Thank you very much.
The homebuyers in the online research phase are similar to those in the consideration phase, but more active in their home research. They are looking more actively at home listings. These leads often say they are a few months out from making a decision. This is the stage when most homebuyers will first speak to an agent, but don’t rush the meeting. They probably don’t think they need an agent just yet, since they are still researching. Reach out to these leads via email, and use your website as a resource with listings and home-buying information. This is your chance to prove your value to these homebuyers so that they choose you as an agent when they are ready.
Email these leads about:
- Their home search criteria.
- Listings that meet their search criteria.
- Home affordability calculators.
- Tips on purchasing a home.
- Neighborhood and school information.
- Local real estate market conditions.
Example Email Template: Buyer Follow-up, Ask for Listing Information
Subject: Following up
Many people find shopping for a new home stressful, frustrating and time-consuming. My goal is to make this a fun and exciting process, while making it as smooth as possible.
By only showing you homes that meet your criteria, negotiating the best buy possible, walking you through the process step-by-step, and handling the details of the transaction, I hope to take the stress out of the closing process.
Because a new home is often the most important and substantial purchase people make, I'd be happy to help you find a great home that meets your needs.
I preview many new homes every day. If you would like me to email you information about homes new to the market, please email the following information to me:
What is your time frame? When do you want to make a move?
What price range do you have in mind?
What areas/neighborhoods are you interested in?
What type of home: single-family, condo, multifamily, etc.?
How many bedrooms?
How many baths?
Do you need to sell in order to buy?
Do you have other requirements?
As soon as I receive this information, I can select homes that fit your criteria and send them for your review.
Please call or email me if I can provide you with additional information or answer any questions you may have as you begin contemplating a move. I look forward to the opportunity to assist you.
People in active search mode are ready to choose an agent and start touring houses. Most people choose an agent on the first day of starting their active search, so the homebuyers you are working with in active search are people you have already communicated with in the consideration and online research phases. People in active search expect their agents to respond quickly and be available to help them tour homes. You should be reaching out to them via phone and email, and responding to their requests as soon as possible. Ideally, they will choose you and give you referrals for being a great agent.
Email these leads about:
- Search criteria.
- Feedback on listings.
- New listings that meet their search criteria.
- Information about the neighborhoods they are considering:
- School rankings.
- Area parks.
- Local businesses, such as recommended local restaurants.
Example Email Template: Listing Feedback Email
Just a note to make sure you received the listing information I sent and were able to view it. If you did have any problems, I can resend the information, send it via postal mail, or deliver it to you personally.
I am interested in getting your thoughts on the homes. Did any of them appeal to you? Did you enjoy viewing the listings? Did it give you a good idea of what is available?
If you would like to see any of these homes in person, I would be happy to set a time to get together and tour them along with any others that come on the market. Please feel free to call or email me for any further help or questions.
In the meantime, I will continue to send you valuable information about searching for a home, the buying
process, and packing and moving. I welcome the opportunity to represent you and help you find the home of your dreams!
The transaction stage extends from the offer to closing. Keep in constant communication about what you are doing, and address concerns that your buyer may have. They are so close to completing the transaction - here is your time to shine for the buyer and leave a great impression as they close.
Email them about:
- Setting up and details for the inspection or final walk-through.
- Once escrow is open, keep the homebuyers apprised of the progress, what step comes next, and how they should prepare for it.
- Closing – touch base with your clients to see if they have any questions about closing, and ask about their progress getting packed up for the move.
Address any concerns.
Post-sale is your chance to stay in touch with your clients. In a study by Hebert Research and Market Leader, eighty-four percent of recent homebuyers said they will use their agent again, but much fewer actually use the same agent. If you are not staying in touch periodically with your past clients, they are not going to automatically think of you when it is time to sell and buy a new home, or when their friend needs an agent. Maintaining a relationship and staying in touch with your past clients is a great way to get repeat business and more referrals.
Email these leads to:
- Find out how they are settling in to their new house.
- Ask for feedback and referrals.
- Set them up in your CRM on a drip campaign to stay in touch with:
- Birthday cards.
- Tips for homeowners (landscaping, decorating, DIY projects, etc.).
- Neighborhood information (new local restaurants or upcoming events).
- Changes to market conditions and their home’s value (especially when their home prices have risen).
Example Email Template: Market Evaluation for Past Clients
Subject: An Updated Market Evaluation?
It is always a good idea to know the value of your home. Some of the most common reasons people are interested in an updated home evaluation are:
Making a move.
If you would like an updated opinion on the value for your home, I'd be happy to prepare a free market evaluation for you. I will give you a price range based on comparable properties that have sold through the
Multiple Listing Service (MLS) in the last six months.
If you would like a more precise evaluation, I would be happy to stop by for a quick review of your home. Please feel free to call or email me if you'd like a free home evaluation or any other real estate information.
As always, if you know of anyone who could benefit from the services I provide, I would appreciate the opportunity to help them as well.