Many leads start neutral, not particularly warm or cold, but with a few tactics, you can ensure they
remain at the top of the list.
The key is how you approach them in the first place. Those early interactions can be challenging
to get right. You can't expect to make a firm connection that results in a business transaction by
reaching out once on social media or via email. There are more systematic approaches to
developing rapport.
Here are some strategies for keeping leads warm so you can build a real estate relationship and
possibly land some new clients.
#1 - Do not assume that they recall meeting you.
Just because you met a potential lead once does not mean they will remember what you do or
even your name. Many agents make the mistake of assuming a lead remembers them and, as a
result, are too casual.
When you send them an email or call them on the phone, make sure to use a professional tone
— don't treat them like an old friend.
#2 - Do your research on the lead before contacting them again.
You have a golden opportunity if you have a lead's contact information. Try to find out as much
as you can about their lifestyle by looking up their social media profiles and public home records.
You don't want to waste someone's time if you haven't done your research to learn as much as
possible about what they are looking for. Doing your homework helps you build a long-term
relationship with them and ensures you're not wasting time pursuing someone who has already
sold or bought.
When you reach out, be careful not to disclose any excessively personal information you shouldn't
have access to.
#3 - Refer to the first interaction you had with them.
Because you talk to so many people and homeowners, this could be difficult without proper notes.
That's why I always advise agents to keep lead notes in CRM software — and if you don't, I
strongly advise you to start now.
Personal details about conversations, in addition to basic contact information, should be added
to CRM entries. If you call a homeowner and demonstrate that you recall conversations with them
and details about their life, you will stand out from another agent who only remembers their name.
#4 - Maintain a personal touch.
While sending out group communications may be convenient and tempting, it is not the best tactic
for warm-up leads. If you've already interacted with them, don't just add them to a mass email or
send them a scripted message. When you use an email, text, or phone call to advance to the next
phase, treat them more personally.
Stay away from any script, whether it's a voicemail, email, or text — they'll be able to tell. Tailor
what you say to each person and try to jog their memory of your first meeting.
#5 - Don't ask for their business right away.
When following up with leads after an initial meeting, it's best to reopen the conversation in a
friendly manner rather than immediately asking if they need someone to sell their home. You'll
almost always get the cold shoulder. You're attempting to reconnect with them here, so send
something to help you get there.
The first email or phone call following a meeting may serve as a reminder of who you are. They
may have forgotten and require their memories to be refreshed. It's critical to keep it personal so
they know you're speaking to them rather than "mass contacting."
Their response should determine your next move.