Excellent Strategies for Lead Follow-Up Emails

The variety of techniques to follow up with real estate leads has risen dramatically in the last decade. Not to mention, the increase of real estate lead generating prospects has added new unexpected turns to some of the old unresolved lead follow-up concerns.

You have a new prospect or client to contact, so you look at their listing forms and other information in your real estate CRM. Then you send a brief follow-up email inviting them to coffee or a client event. Or send them interesting properties to look at.

Then you seemingly wait forever for a response.

Nothing.

Buyer and seller leads typically need more than one email to act—or even reply. So it’s up to you to connect with them repeatedly without becoming annoying. In this article, we’ll look at three ways to create an email series that works.

Tip #1: You only got one shot – make it a good one!

You know what they say about first impressions. You only have one shot to get it right. This is why subject lines are vital in email marketing to real estate prospects. You may have the perfect home for them, but if your subject line doesn’t entice them to open the email, they will never see it.

Here are some interesting stats about emails:

• More than 20% of marketing emails never make it to a subscriber’s inbox. That’s more than one in five emails!
• Today, 81% of all emails are now opened and read on mobile devices.
• And that 23% of all email opens occur during the first hour after delivery. After 24 hours, an email’s chance of being opened drops below 1%!

Consider your clients’ purchasing or selling demands. Now, explain those requirements in 1-3 words. Your subject line may then be something like “Question regarding [listing address]?” Use the listing they’re interested in and put it in the subject line.

If a topic line isn’t working, try something fresh. The prospect may open the email, but nothing is guaranteed. They won’t read more unless you quickly provide value and context. So forget your name and how long you’ve been in real estate—all it’s in your signature. From there, focus on the value you’re delivering.

Get to the point swiftly and concentrate on the buyer or seller’s requirements.

Tip #2: Always Be Helpful

Even a terrific first email won’t always work. Everyone is busy, even you! Even though they want to speak to you, they have other priorities. It’s good practice to send two or three follow-up emails.

If you want any traction, make sure every email you send gives value to your prospective customer. They won’t reply if you merely state you’re “checking in” or “following up.”

The greatest blunder is thinking prospects and customers read your emails and keep track of their responses. Use “stacking” to your advantage by reminding customers of prior conversations.

Tip #3: Timing is everything

There are two reasons to send your final email (which is my indication to cool my jets for a bit). For starters, wasting time and energy on a non-engaged prospect is pointless. Badging an unresponsive individual won’t make them want to speak to you; it can turn them off. Contacting a prospect after the fifth or sixth time isn’t useful to either party.

The power of closing the loop is an even stronger incentive to turn things off. Essentially, you politely inform the individual that you will no longer contact them.

Here are a couple of templates to get you started!

Subject: Customized Report for you

Hi [FirstName],

Are you still interested in finding out the value of your home? I’m free [date] – does that work for you?

Once I’ve toured your property, I’ll create a customized report that breaks down the valuation.

Please feel free to reach out if you have any questions.

I look forward to working with you.

Many thanks,

[Name]

Subject: Closing The Loop

Hi [FirstName],

I haven’t heard back from you on [property/listing] so I believe you may have gone in a different direction; or maybe your priorities have changed.

Please let me know if I can be of assistance in the future.

All my best,

[Name]