5 Steps to Boosting your Real Estate Sales with a Sales Funnel
For a real estate agent, success requires a consistent pipeline of leads. In order to have a successful real estate career, you need to constantly find new leads and turn them into clients. This can be accomplished by implementing a funnel into your business.
Typically, a sales funnel is the process that customers are led through on their journey to make a purchase. In the real estate industry, a sales funnel is a bit different. For a real estate agent, an online sales funnel can start with a lead magnet or a listing. This first step can be used to direct leads into pre-qualification. For example, when using a lead magnet such as a Free Home Appraisal, the lead can enter their information, then be redirected to the next step to determine their exact goals, needs and wants. This allows you the agent to determine the next steps for the lead. Next, you nurture these leads into prospects and, lastly, customers.
Building an online sales funnel is essential because it:
- Filters out unqualified leads step-by-step until you end up with the handful of qualified leads that will turn into clients
- Helps you understand what part of your marketing and sales operations is working effectively
- Breaks down the entire sales journey and shows all the stages needed to close deals
- Helps you identify problem areas that need improvement (bottlenecks, friction points)
- Has the potential to drive long-term growth of real estate transactions because it boosts your sales
Now that you understand the basics of the real estate sales funnel, let’s move into how to build one for yourself.
Step 1: Create Landing Pages
A landing page is basically a web page, where your traffic is sent to from a dedicated link (typically from an ad). The purpose of landing pages is to encourage unknown visitors to leave their contact information. Because this is the first impression a potential buyer will have of you and your business, it’s important to design it to match your brand, message, and the buyer’s needs. We use Clickfunnels (Get your 14 day free trial here)to build landing pages for our clients, because we’ve found them to convert higher than normal website landing pages. Here’s a high converting funnel you can try (Free Real Estate Funnel)
A landing page for a property listing should include a photo, the address, and the listing price. Another tip is to create landing pages for each of the properties AND for all the demographics that you want to attract. For example, if you’re targeting young families, then they should be taken to landing pages that feature properties near school districts, and other places that fit their desires, etc. That way, you ensure that they find what they’re looking for and choose to contact you for more information. Hence, moving forward in the real estate sales funnel.
Looking for a way to attract and pre-qualify new clients? Try our Real Estate Chatbot for Messenger.
Step 2: Set Up Marketing Automation Set Up
One of the most important parts of your funnel will be auto-responders and emails that get triggered automatically once a lead performs a specific action on your landing page, social media profile, or listings website. This step will save you massive amounts of time, while allowing you to interact map your leads journey, and nurture your incoming leads. This is called marketing automation. In this step, think about what you want to happen and give your visitors clear instructions that take them to the next step, and move them through your sales funnel. Some of the best marketing automation tools include:
1. Auto-Responder Emails
These emails are triggered by a certain action in the sales funnel. For example, if a visitor fills out his/her contact information on a landing page, an auto-responder email should respond with a message set up by the real estate agent to establish communication. The most common auto-responders that agents should set up for an online sales funnel are:
- Response to Contact
- Preference/Search Criteria
- Follow-Up Request
- After Sale
2. Drip Email Marketing Campaigns
These focus on keeping the real estate lead involved in the buying process by delivering new information which they would find interesting. These include property listings that match their criteria, home buying tips, or seasonal events. A drip email marketing campaign will keep the real estate agent in front of the buyer or seller. We love active campaign, and mailchimp
3. SMS Texts
Smartphones give real estate agents the ability to send and receive automated SMS texts which leads to establishing a communication channel with potential buyers and answering their questions quickly. These days, this is a valuable automation tool for a real estate sales funnel. With SMS text messages, you can set up meetings, respond with hours of availability, or send a welcome message to a buyer. Our favorite SMS text system is Clicksend. We often use this system to notify both our client and their new leads in our marketing campaigns.
Step 3: Start Generating Leads
Now that you have separate landing pages and your real estate sales funnel is ready to convert qualified leads with automated marketing tools, it’s time to start filling the funnel with prospects. There are many ways for agents to generate qualified leads; some create and manage their own advertising while others opt to buy real estate leads through online lead generation programs .
If you’re sticking to filling your sales funnel with advertising, using social media is a must in today’s real estate industry to reach prospects and drive traffic to your website. Don’t underestimate the power of platforms such as Facebook, Instagram, and even LinkedIn. Real estate agents cans share updates about their listings, show request forms, general information requests, or newsletter subscriptions. These are all tried and true methods of generating leads in real estate.
Step 4: Nurture Leads
Once you capture a lead, your work’s not done. No matter how good your real estate sales funnel and lead generation strategies are at filling the pipeline, you have to be ready to step in and make the most of the opportunities. A real estate agent has to connect with his/her leads to understand what kinds of properties they’re interested in purchasing. Here are some points to move leads through the sales funnel and keep them coming back to your site:
- Appointments: Schedule meetings with potential clients to learn more about their preferences and goals. This is a vital part of nurturing leads through the sales funnel.
- Open Houses: These are ideal to move groups of contacts or leads through the real estate sales funnel because you’ll be exposed to many leads at once.
- Returning Communications: Interact with real estate leads through phone calls, emails, or texts to answer their questions about a property or the local housing market.
Moreover, it’s important for an agent to remember that not everyone who lands in your real estate sales funnel is ready to buy and become a client. This is where pre-qualification and segmentation can help. Don’t just ignore this leads who aren’t immediately ready to buy or sell, instead, nurture them! Keep them engaged with a mix of relevant content and new listings so by the time they’re ready to move forward, you’ll be on top of their minds.
Step 5: Close the Sale & Refill the Funnel
After you have successfully converted your lead into a client, the final step in the real estate sales funnel is to close the deal, get paid your commission, and refill the funnel to repeat the process. Successful agents know that you need to have a set of people skills to close real estate deals like knowing how to present your buyer to the seller, how to negotiate closing costs, etc.
After closing the deal, it’s time to refill and start again. We advise our agents to constantly improve their funnels, by reviewing the results of their advertising and lead generation strategies and look for places to improve conversions. For example, maybe one of your lead magnets has gone stale because competitors are using it. Simply replacing it with a less competitive option can increase traffic.
One last tip for this step is to encourage your clients to leave online reviews. This provides social proof to your future leads and prospects.
Building a real estate sales funnel is one thing every agent in the industry needs to boost his/her career and number of sales. If you’ve mastered the art of generating leads in real estate, nurturing them, and turning them into clients, then nothing can stop you from becoming one of the best real estate agents in your housing market!
Looking to increase your visibility to buyers, real estate investors, or sellers? Tresor Digital provides real estate agents with a guaranteed number of qualified leads per month. You’ll get access to these leads via a customer database. To learn more about our lead generation program, schedule a strategy session today!