Day 1: Respond fast with the information your lead requested
Make an introductory call. Always leave a voicemail and set expectations with the potential client. Answer in full the question they initially asked, then address any other specific questions they have. Let them know when and in what format they can expect to receive any subsequent materials. Now is your chance to show them you’re the expert agent they need; go above and beyond!
Send a follow-up email. Maximize responses from your leads by following up your call with an email. Recap the main points that you discussed in your conversation or specified in your voicemail. It shows your diligence and attention to detail.
Prove your value. Give your incoming leads what they want! Leverage the wealth of free data available through Zillow Research and deliver a market report to prospective buyers. And make sure they get it: Email a copy and — to really reinforce your dedication to customer service — hand-deliver your report.
Day 3: Keep working your leads
Call and leave a message. Follow up with your lead with a second phone call or voice message. Thank them for contacting you. Ask them what they thought of the market report that you sent them on Day 1.
Email recommended or active listings for the local neighborhood. For buyers, look closely at listings they expressed interest in, or go back to your notes about what home features the buyer finds attractive. Send at least three recommended listings that fit that criteria. Now’s the time to show the prospective client that you really listened to their needs and understand the type of home they’re interested in.
Day 5: Send a local market report
Send a local market report. Zillow Research offers market data by ZIP code, so you can create custom reports for the areas where your potential client is looking to buy or sell.
Organize your leads. Bucket your leads based on where they are in their home buying or selling process, and then send them relevant information for that particular stage.
Day 7: Establish your go-forward plan
Call again and leave a message. Follow-up is key to real estate lead conversion! Call the prospective client and ask them about the local market report you sent on Day 5. Ask what information they found most helpful and probe for other questions they might have. Now’s the time to keep the conversation going and reinforce your expertise and commitment to help.
Add the lead to a listing-alert email. You’ve asked the right questions and now understand what your lead is looking for. Add them to a listing-alert email so they’re the first to know about attractive listings that fit their criteria.
Add the lead to an ongoing email, phone and direct mail campaign. If you use a customer relationship management (CRM) system (BOOMTOWN), put the lead on a drip or nurturing campaign to stay in touch by sending helpful information on a consistent basis.