Sales follow-up and lead nurturing – dos and dont's

There are various aspects of digital marketing but the ability to generate leads and grow them into new, thriving business is one of the strongest cogs in the marketing wheel.

Lead nurturing – the process of developing and reinforcing relationships with potential consumers at every step of the sales funnel – is the best way to achieve an effective marketing strategy.

In a previous blog, we stressed the importance of nurturing potential opportunities until they are ready to commit. At the same time, it’s just as crucial to know how to avoid losing these leads. 

With this in mind, we list the lead nurture dos and don’ts for every agent to adhere to.

The dos

Respond as quickly as possible

Your prospective client will have property on their mind when they visit your website, so it’s important to call them back within a few minutes of their message.

By calling them as soon as possible, you will be able to communicate a great, reliable service, while ultimately giving yourself the best chance of converting that lead. Always jump on a lead to showcase your utmost attention and willingness to assist.

Divide your lists

Using filters in your CRM or mailing list program can separate your leads by their traits. By doing so, you can create lead nurturing campaign sequences specific to each type of lead.

Consider segmenting your list by what stage of the sales funnel your prospect is currently in. This will allow you to include relevant information to prospects – no matter what stage of the sales or lettings process they are at.

Get personal with follow-up emails

Use your campaign to provide helpful resources for your leads. Whether you have a checklist for every buyer or seller or a blog on what to look for in an estate or letting agent, showing your expertise via email is an effective way to build trust and increase your chances of lead conversion.

It’s important to stay fresh in your prospects’ minds, but too many emails can flood their inbox and cause a nuisance, so contact them consistently but sparingly. Additionally, you want to establish a rapport by addressing the email recipient by name at all times.

Find a balance

The information you provide when nurturing leads is paramount. You will need to find a balance between reminding prospects about your brand credentials and offering them useful information that is beneficial to them.

For instance, educating your lead with local market reports and creating awareness by sharing new listings, while at the same time reinforcing how your brand could help them to achieve their buying, selling or letting goal, can provide the perfect balance.

The don’ts

Don’t ignore the ‘curious’ leads.

Studies suggest that 25% of valuation leads will convert into an instruction. They’ve shown interest and will likely be turned into business quite easily. However, you must not ignore then other 75%. There is a lot of potential to work with, but they will require some nurturing.

It’s worthwhile exploring something similar to the ‘8x8’ method, which means one meaningful contact every week for eight weeks. This can include anything from texts, calls, emails and direct messages, allowing you to cover all bases.

Don’t overwhelm your leads

The process of lead nurturing is just that – to nurture. Pouncing on potential leads is likely to scare them off, and they can quickly become annoyed or feel pressured when your team overworks them.

To prevent this, set up a contact plan and ensure your team follows it to deliver a consistent experience. Define the frequency of contact, the number of days apart they should occur and the content for all messages, emails and calls.

Don’t leave an ambiguous message

You may want to provide concise information when communicating with your lead, but it could come across as ambiguous if you don’t explain the reason you’re getting in touch.

Ensure you carefully craft each message, and that a thorough contact plan is executed.

The brilliance of MovePal

Of course, doing all of the above manually can be difficult for busy agents. That’s why here at The ValPal Network, we have designed an automated nurture journey for our members to provide you with all the tools you need to nurture leads successfully without adding to your workload.

MovePal generates new ValPal leads through Facebook, your own database, portal leads and other avenues. It then automatically engages with these prospects and notifies you when they are ready to take further action, helping to identify which leads are ready to convert into a market appraisal/instruction.

By using MovePal, you can maximise the Return on Investment from your marketing budget significantly, meaning you are no longer wasting a high percentage of the leads you generate.

For more information on the features and benefits of MovePal, please contact us today or email us at team@valpal.co.uk.

There are various aspects of digital marketing but the ability to generate leads and grow them into new, thriving business is one of the strongest cogs in the marketing wheel.

Lead nurturing – the process of developing and reinforcing relationships with potential consumers at every step of the sales funnel – is the best way to achieve an effective marketing strategy.

In a previous blog, we stressed the importance of nurturing potential opportunities until they are ready to commit. At the same time, it’s just as crucial to know how to avoid losing these leads. 

With this in mind, we list the lead nurture dos and don’ts for every agent to adhere to.

The dos

Respond as quickly as possible

Your prospective client will have property on their mind when they visit your website, so it’s important to call them back within a few minutes of their message.

By calling them as soon as possible, you will be able to communicate a great, reliable service, while ultimately giving yourself the best chance of converting that lead. Always jump on a lead to showcase your utmost attention and willingness to assist.

Divide your lists

Using filters in your CRM or mailing list program can separate your leads by their traits. By doing so, you can create lead nurturing campaign sequences specific to each type of lead.

Consider segmenting your list by what stage of the sales funnel your prospect is currently in. This will allow you to include relevant information to prospects – no matter what stage of the sales or lettings process they are at.

Get personal with follow-up emails

Use your campaign to provide helpful resources for your leads. Whether you have a checklist for every buyer or seller or a blog on what to look for in an estate or letting agent, showing your expertise via email is an effective way to build trust and increase your chances of lead conversion.

It’s important to stay fresh in your prospects’ minds, but too many emails can flood their inbox and cause a nuisance, so contact them consistently but sparingly. Additionally, you want to establish a rapport by addressing the email recipient by name at all times.

Find a balance

The information you provide when nurturing leads is paramount. You will need to find a balance between reminding prospects about your brand credentials and offering them useful information that is beneficial to them.

For instance, educating your lead with local market reports and creating awareness by sharing new listings, while at the same time reinforcing how your brand could help them to achieve their buying, selling or letting goal, can provide the perfect balance.

The don’ts

Don’t ignore the ‘curious’ leads.

Studies suggest that 25% of valuation leads will convert into an instruction. They’ve shown interest and will likely be turned into business quite easily. However, you must not ignore then other 75%. There is a lot of potential to work with, but they will require some nurturing.

It’s worthwhile exploring something similar to the ‘8x8’ method, which means one meaningful contact every week for eight weeks. This can include anything from texts, calls, emails and direct messages, allowing you to cover all bases.

Don’t overwhelm your leads

The process of lead nurturing is just that – to nurture. Pouncing on potential leads is likely to scare them off, and they can quickly become annoyed or feel pressured when your team overworks them.

To prevent this, set up a contact plan and ensure your team follows it to deliver a consistent experience. Define the frequency of contact, the number of days apart they should occur and the content for all messages, emails and calls.

Don’t leave an ambiguous message

You may want to provide concise information when communicating with your lead, but it could come across as ambiguous if you don’t explain the reason you’re getting in touch.

Ensure you carefully craft each message, and that a thorough contact plan is executed.

The brilliance of MovePal

Of course, doing all of the above manually can be difficult for busy agents. That’s why here at The ValPal Network, we have designed an automated nurture journey for our members to provide you with all the tools you need to nurture leads successfully without adding to your workload.

MovePal generates new ValPal leads through Facebook, your own database, portal leads and other avenues. It then automatically engages with these prospects and notifies you when they are ready to take further action, helping to identify which leads are ready to convert into a market appraisal/instruction.

By using MovePal, you can maximise the Return on Investment from your marketing budget significantly, meaning you are no longer wasting a high percentage of the leads you generate.

For more information on the features and benefits of MovePal, please contact us today or email us at team@valpal.co.uk.