From contact to closeUsing lead nurturing to grow your real estate business

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Introduction

Put simply, lead nurturing is crafting a relationship with potential customers so that when it's time for them to make a decision, they think of you.

In today's technological age, the way the vast majority of lead nurturing is done is through e-mail. In this eBook, we'll talk about what makes lead nurturing effective, give you some examples of lead nurturing e-mails, and go over some general best practices. This could be what your marketing strategy is missing. Let's get started!

WHAT IS LEAD NURTURING?

What's the point?

Lead nurturing is all about remaining top-of-mind.

Getting leads isn't easy. The ones that do come into

your pipeline shouldn't be taken for granted. By

letting them continue to look for other area pros

without reminding them you exist, you risk them

forgetting all about you.

Real estate decisions are ones that people don't make

lightly. This means the time from when they first start

doing research to when they choose an agent can be

pretty extended. It's up to you to not only make an

impression but to make sure they don't have the

chance to forget you while they shop around.

THE BASICS OF LEAD NURTURING

What should I send?

The key with effective lead nurturing is sending people content that actually matters to them. It's not enough to just remind them you're there. You need to show them you've got access to important information and care about helping them. You have to prove that you're an expert.

There are multiple ways to do this. While the occasional e-mail full of listings is okay, people want more than that. Tips for moving, advice for home buyers, and other topics they're curious about can be sent on a regular basis and be seen as helpful instead of annoying or pushy.

PROVIDING CONTENT THAT MATTERS

Stop selling. Start helping.

Z I G Z I G L A R - A U T H O R / S A L E S M A N / S P E A K E R

How do I send it?

Now that the vast majority of lead nurturing is done

via e-mail, drip marketing solutions have begun

popping up all over the Internet. Essentially what they

allow you to do is craft e-mails, schedule their send

times, and add contacts to the streams (or campaigns)

you've created.

MailChimp, Drip, and Constant Contact are all viable

options to begin your nurturing campaigns. However,

you do have to create all of your own content with

these providers. Pipeline ROI's Promoter tool includes

tons of prewritten, pre-formatted e-mails for you to

simply select and send.

USING E-MAIL DRIP MARKETING

Content idea #1

The most helpful (and thus most appreciated) thing

you can send people in the market to buy and/or sell

a home is advice. Again, this is a big decision and one

most people want to be as informed about as

possible. With you helping them before you've even

been hired, you're showing that you're committed to

their success, not just your commission check.

Think about common questions you get asked in

regard to the buying or selling process and write out

your answers. It doesn't have to be incredibly

complex or extensive. Just make sure it's helpful!

BUYER/SELLER ADVICE

Content idea #2

Sending cards through e-mail is a win-win situation.

Not only can you send season's greetings, well

wishes, or condolences quickly and easily, it saves

you a ton of money you'd otherwise spend on

printing, as well.

You can stick to the most common holidays, or even

branch out into the smaller ones. Combine that with

things like birthdays and anniversaries and you can

continue to show potential customers (and past

customers) that you are invested in them as people.

HOLIDAY CAMPAIGNS

Treat "leads" like "future customers" because that's

what they are.

B R I A N C A R R O L L - A U T H O R / S P E A K E R / C O N S U L T A N T

Content idea #3

The idea of sending newsletters to your contacts is

nothing new. However, even if you're already doing it,

you may not be sending the most effective version

you can. People don't want to read generic material

over and over again. You want to not only showcase

that you're a real estate expert, but that you're a local

real estate expert.

Craft your newsletters to feature content specific to

your community. You can talk about fun things to do

around town, your favorite restaurants, etc. It's all

about knowing (and sharing) the inside info.

HYPERLOCAL NEWSLETTERS

Content idea #4

Though lead nurturing itself is all about turning your

contacts into customers, e-mail drip marketing can be

used to bring in more than those initial dollars.

Campaigns designed to keep in contact with your

past customers can result in referrals as well as

testimonials.

You can send e-mails relating to home renovations,

decor, holidays, and more. They're still relevant and

helpful while making sure they haven't forgotten you.

Then, once in a while, tell them how much you'd

appreciate their referrals or a testimonial for your

website. Old money brings in new money!

REFERRAL/TESTIMONIAL REQUESTS

It is not your customer's job to remember you. It is your

obligation and responsibility to make sure they don't have

the chance to forget you.

P A T R I C I A F R I P P -   S A L E S C O A C H

ConclusionWHY SHOULD I NURTURE MY LEADS?

When it comes to capitalizing on every opportunity you have to close deals, lead nurturing is a critical part of the sales process. The real estate buyer's journey is long, and the longer someone goes without being reminded about you and the services you provide, the less likely they are to work with you.

By implementing e-mail drip marketing campaigns into your marketing plan, you can improve your relationships with members of your community and prove yourself to be a local expert through helpful, engaging content they actually want to read.

Pipeline ROI's inbound marketing platform gives you the tools and training you need to take control of your marketing and get results. With a mobile-friendly, SEO-optimized website, social media tools, targeted

landing pages, and more, you'll be building your brand and growing your business in no time. Be sure to ask about the Promoter tool, our e-mail drip marketing solution designed specifically for real estate pros.

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