In real estate, the lead conversion process – including follow-ups and nurturing – is where trust is established, relationships are built and leads turn from contacts to clients. Despite being such a crucial step, it is also where many agents falter, often unknowingly.
In this article, we’ll explore common mistakes realtors make and how to avoid them.
Mistake #1: Not nurturing cold leads
One of the most common missteps is failing to nurture cold leads – those who appear unresponsive or not ready to transact – in favour of hot leads who intend to buy or sell soon.
While understandable, this is problematic as colder leads may just need more time or be under the right circumstances to warm up. If they’re in the very early stages, it makes sense that they are not very responsive; and if they are not nurtured consistently, you risk losing them to competitors down the line.
Avoid this by sending light, engaging content spread out across a longer time frame. That way, you stay top of mind with colder leads, while avoiding being intrusive. Don’t be discouraged by a lack of interaction: consistent follow-ups ensure you stay visible, and when the lead starts to show interest, for example, by clicking on a listing or inquiring, you can move them to the warm or hot category.
And because time is of the essence, using a CRM, such as Raptor, to automate and schedule nurturing campaigns – whether it’s quick tips, client success stories, or links to helpful articles – will keep effort to a minimum.
Mistake #2: Not getting the timing right for communications
Timing is tricky to get right. Let’s break down the optimal timing across various scenarios:
➜ Initial Inquiry
After an initial inquiry, instant follow-up is essential, especially since leads are often engaging with multiple agents or are exploring options in the market simultaneously at this point.
Property Raptor CRM offers a WhatsApp Business integration feature which was built to make responses to inquiries easier. One benefit of this integration is that you can configure personalised auto-reply to messages, so once a lead sends an inquiry, the Raptor system will send your personalised message to acknowledge the inquiry within seconds. This immediately initiates the follow-up while still maintaining a personalised touch.
In addition to an immediate first response, you can create message templates with quick-action buttons to expedite subsequent messages. These buttons enable leads to easily indicate their reasons for reaching out.
Their profile will also be populated into the CRM, ready for you to begin nurturing.
You can learn more about optimising time in lead interactions in our dedicated article here.
➜ After the initial inquiry
Post-initial inquiry is all about building rapport, and depending on the stage the lead is at, the follow-up and nurturing cadence will be different.
For instance, if a lead has expressed that they are “just browsing”, contacting them a few weeks apart is likely to feel overbearing. This also applies to cold leads or those who seem disengaged, as previously mentioned.
However, if your lead is ready to go and you have been communicating with them back and forth, then time-sensitive, proactive communications are crucial to maximising this decision-making window.
To stay on top of this, use your CRM to set reminders for follow-ups depending on the lead’s readiness.
Mistake #3: Providing “value” by sending over lots of new information
Leads expect more than the generic “Are you ready to buy/sell” or “Just checking in” message or call. To avoid this, realtors often fall into the trap of sending clients lots of information—market stats, neighbourhood trends, property lists—thinking the more insights, the more value added.
But clients are not interested in every piece of data; they want information that directly addresses their needs. Information-based follow-ups are also primarily one-sided, as the lead is left to interpret the information alone.
So how can this be avoided? It starts with being able to ask the right questions early on and determine their challenges, timeline, and reservations about buying/selling, etc. Get clear on what it is exactly they want you to assist with.
When you do send new information to leads, provide information that they may not readily find online, and keep their goals front and centre, explaining why this information matters for them. For example: “I’m sharing these three properties because they have the extra bathroom you mentioned and the kitchen layout you like.” This not only provides highly relevant information but also invites a two-way conversation and keeps your relationship going.
When it feels relevant to share data and statistics that are more complex, present it in an easy-to-read format, like a quick summary or mention of the highlights – again, tying it into their pain points or goals so they are prompted to inquire further to learn more.
Mistake #4: No clear mention of next steps
A timely follow-up with relevant insights or a productive phone call is important. Yet, without a clear call to action (CTA) at the end, the conversation can lose its momentum, and leads may be left confused about how to proceed or whether they should take the next step. Weak CTAs like “Let me know if you have any questions” are also overly ambiguous, leading to the same issue.
There are two elements to a strong CTA: it should clarify the next steps and create a sense of urgency that gives leads a reason to act now. Tailor your response based on the medium – eg. email/messages or phone.
For instance, if you are offering a free home valuation in your email, instead of saying “Feel free to reach out” at the end, a better way to frame it would be “The Market is Moving Quicker Than Ever – Get your Free Home Valuation Now”. Additionally, provide links and buttons so they can take immediate action.
During follow-up phone calls, the same principles apply, but you can take a more natural approach and adapt the CTA to fit the conversation. At the end, confirm mutual understanding, outline the next steps, and explain how they lead to their goals.
Photo by Vlada Karpovich
Effective follow-up requires not only persistence, but also the ability to meet clients where they are, understand what they need, and consistently deliver value. Implement these tips to maximise every opportunity that comes your way and turn them into successful closings.
If you are looking to implement an automated marketing strategy for lead generation and management, speak with one of our consultants today to design a strategy tailored specifically to your needs.
