A qualified real estate lead like Lahore Smart City is also a way to understand consumer behavior. After all, to know if a lead is or is not qualified, it is essential to interpret some actions and measure a campaign ‘s data correctly – without bias.
But how can you do this? Of course, there is no such thing as a magic recipe or secret formula. But there is, yes, planning and method. And this is what will guide all your strategies.
So, in today’s text, we’ll better understand how you too can devise methods to have the best experience with your real estate lead base. Whether it is being formed now, or whether it was formed a long time ago.
Qualified Real Estate Lead – What is the sweet spot to try to sell a product or service?
Figuring out the right time to sell a product to your qualified real estate lead is not an easy task. And much less simple. After all, you can’t just “guess” what certain people are thinking and going through at that moment, right?
If this were possible, perhaps there could even be a “magic recipe” for knowing the exact moment to sell. But, in reality, it takes a little extra effort to get there.
But don’t worry
As much as you need to make an effort, remember: no extraordinary results will show up from average actions. We need to go a little deeper into the subject so that you can take a few steps back and understand what drives a lead to buy (or not) a product or service from your real estate company.
From a marketing point of view, a product is only sold if there is demand on the other side. A product, in its essence, is the bridge to solving someone’s problem.
For example, if someone lives far from work and does not want to depend on the bus, they will end up buying a means of transportation (car, motorcycle or bicycle). In other words, a need arose at that moment.
So, for the bike, car or motorcycle shop, what would be the best time to sell your products? From the moment you identify that a certain audience is starting a new job away from home.
Essentially, this would be the ideal place to put an offer in front of the lead. But in order to obtain this information, a few steps back will need to be taken.
And what are these steps back? Basically, you need to be in contact with the lead for some time. During this period, you will try to find out everything you can about him: profile, behavior, tastes, needs, demographic and geographic data, etc.
All of this will culminate, up front, for you to know the right time to sell a product to your qualified real estate lead. Thus, one of the tools that can help you on this journey is the real estate sales funnel. We’ll talk about it next.
It all starts with the sales funnel – This tool will define the retention and engagement levels of a real estate lead
You may have already heard about the sales funnel and how important it is to support a digital marketing strategy.
And the truth is, in fact, without a sales funnel, you’re unlikely to know the exact time to offer a product or service to your real estate lead.
Does this mean it’s impossible to sell online without a sales funnel? Not necessarily. After all, you can structure robust Facebook Ads or Google Ads campaigns to find your target audience over the internet.
Through these ad tools, you can raise the bar for your actions, as your ads will only appear to people you deem relevant to your product.
So yes: it is possible to find a lead in an advanced stage of need to purchase and, with the right ad, in the right place, the conversion can happen.
Imagine that someone is looking to buy “sunglasses” and googles this term. Certainly, Google’s top positions will be companies that sell sunglasses.
And, in a few clicks, the potential customer will solve his problem by buying a sunglass.
However, with real estate, this is not what happens. Or at least, it’s not the rule. After all, the decision to buy a property is not always going to be overnight, based on just a few beautiful photos on your real estate website.
It is necessary to establish a sustainable relationship in the medium and long term, since the purchase decision will tend to take place during this period.
And in this case, the sales funnel, which we mentioned earlier, is one of the most important tools to guide your strategies in favor of converting the leads you are capturing in the market.
There are three phases:
- Top of the funnel – This is where the least prepared leads will be;
- Middle of the funnel – The middle phase is when some type of more convincing engagement takes place;
- Bottom of the funnel – Here, leads will be ready to receive offers and effectively convert to sales;
We’ll explain each of the phases from now on. Read on to understand everything and perhaps put your first sales funnel in place today.
Top of the funnel – This is where the least prepared leads will be
It all starts at the top of the funnel. This is where the least qualified real estate leads will be. Or, at least, it’s the place they’ll enter and then follow their course.
This is a phase in which you will be able to capture several contacts who have some type of desire or need for a product from your real estate company.
You can start structuring your funnel top by capturing leads that come from free articles, videos or materials that you eventually make available on your real estate website.
After all, whoever shows an interest in the content you produce and the materials you make available, automatically have an interest in some product from your real estate company.
In other words, even though the least prepared contacts are at the top of the funnel, it doesn’t mean that you only need to add contacts with no relevance to your business, ok? Bring to the funnel only prospects who have shown some kind of prior interest.
Middle of the funnel – The middle phase is when some type of more convincing engagement takes place
After the top of the funnel, we move to the middle stage of the funnel. In other words, it is the intermediate phase, where the lead is no longer completely disqualified for a purchase, but is not yet “on point”.
To promote the lead for this phase, he needs to have demonstrated some kind of engagement a little closer to his real estate agency.
For example, if the lead joined your list from an article on your blog , the next step will be when it interacts in specific ways in email campaigns that you eventually send out.
If the lead clicks on a link related to a launch or even a link that leads to a sales page, it means that he has shown extra interest and, therefore, is eligible for the next phase, which is the bottom of the funnel. Follow up.
Bottom of the funnel – Here, leads will be ready to receive offers and effectively convert to sales
And finally, we have the bottom of the funnel. This is the phase where the lead has already gone through several “trials” during the journey and, finally, is prepared to make a purchase.
It is important that you understand that this top, middle, and bottom funnel process is not a quick process. As much as the explanations bring this effect, be aware that until the lead hits the bottom of the funnel, it can take months. Maybe years.
At this stage, you will be able to offer products and services in more direct ways. After all, there is enough intimacy for that, once you nurtured the lead throughout the funneling process, with content of all kinds.
Now, for your lead, you are the authority on real estate. If the job was done correctly, this mental trigger will be activated. And therefore, you are one step away from making a sale.
What are the best actions to take in a real estate funnel fund?
So far, we’ve already understood what the purchase journey for a qualified real estate lead is like. But what exactly can you put into practice in the last step of the funnel, which is where a sale actually takes place?
There are several ways to activate a lead at the bottom of your real estate funnel. We have separated three points that are important to consider at this stage:
- Building segmentations is critical to dealing more accurately with your target audience;
- Prepare offers using real estate copywrite strategies according to segmentations and behaviors;
- Never spam your real estate leads that are at the bottom of the funnel;
We’ll cover each of the steps from now on so you understand exactly what to do when your real estate lead drops to the bottom of your funnel. Thus, you will ensure a higher conversion rate. Come on?
Building segmentations is essential to deal more accurately with your target audience
The first step in dealing with prospects from the bottom of the real estate funnel is to build segmentations. With segmentations, you not only diversify your audience even more, but also ensure a much closer and more effective conversation.
Segmentation within digital marketing is what can make your prospect come even closer to a purchase.
For example, let’s say you have a list of 100 qualified real estate leads at the bottom of your funnel. Think that as much as they are all there, they are still people.
And as you know, people are different. You will need to understand these differences to build an even more effective and effective sales language.
These same 100 leads can be broken down into different age, demographic and geographic categories, or whatever your strategy calls for.
The important thing is to be as close as possible. The lead cannot feel that they are just part of a large mass that is receiving that particular message. There has to be closeness. And segmentation helps a lot with that.
Prepare offers using copywrite strategies according to targeting and behavior
An excellent skill that you can develop or hire a professional to help is the persuasive writing technique. Ie copywrite for real estate.
This type of writing allows you to achieve the deepest levels of closeness and individuality of a real estate lead. It’s written for sale.
Here, several aspects and characteristics are taken into account to develop a text that converts into sales. The more information you get from a lead that is at the bottom of the funnel (see the previous topic, inclusive), the more accurate the persuasive writing will be.
Copywrite is developed from the feelings, needs and desires of the target audience.
There is a constant presence of mental triggers, always in the right places to get the maximum possible results according to the reader.
A word will never be in a certain part of the text at random. There are even copywrite structures that can be used to arouse purchase desires and attitudes in a consumer.
Therefore, the language for the bottom of the world not only can, but should be directed towards these techniques.
Never spam your real estate leads that are at the bottom of the funnel
And finally, never spam the qualified real estate lead. This is very bad and will make people who are qualified for a purchase to go back a few houses in their decision.
From the moment you run bad campaigns or send polluted emails with random offers, there is a disconnection of the lead with your real estate agency. And this disconnect is very bad for business.
Count on Ville Imo to help your real estate agency sell more, through exclusive and dedicated tools and systems. This will certainly allow you to devote even more time to prospect acquisition, nutrition and qualification strategies – selling a lot more.