Although some aspects of following up can differ depending on industry, a few characteristics transcend no matter what you’re selling. Persistence, smarts and tenacity, for instance, all help a salesperson reach their end goal of gaining a client or closing a sale.
Those attributes also describe what it takes to be successful when following up with prospects.
Following up in the real estate industry is especially important, considering that 64 percent of buyers and sellers use an agent they previously worked with or a referral from a friend or family member, according to the National Association of REALTORS®.
Looking at those numbers, it’s fair to reason that if you fail to follow up with one prospect, not only are you potentially missing out on one commission, but there’s also a high chance you’re missing out on another commission down the road.
What are some of the best ways to follow up with prospects?
Here are seven effective follow-up techniques for real estate professionals:
1. Make Time
We know, you’re busy. But following up and prospecting are two of (at least) five things all great real estate agents do daily.
It can be difficult to fit in all of your follow-up calls, emails and texts, but adhere to the time-blocking method of time management. Also considering using this 22-day follow-up schedule as a guide to help you map out when, where and how you’ll follow up with leads.
2. Ask the Best Way to Contact Them
Some prefer to converse via email, others over the phone and others might prefer text. After your initial contact, ask your lead which communication method they prefer.
If you let them choose, it makes you seem less pushy and willing to adapt to their needs.
3. Meet Them on Their Turf
That said, if leads aren’t responding to calls, email them. If they’re not responding to email, check out their social media profiles. If they’re active there, go after ‘em that way.
4. Perfect Your Opening Statement
Since you’re following up, you’ve already made your first impression. That means you need to continue building a rapport with your leads and get them to trust you and believe what you’re selling – which, in the case of real estate, are your skills, knowledge and experience.
Scripts are great but consider them a starting point. People can quickly sniff out an agent who only wants to get a listing versus one who is genuinely interested in forging a relationship and helping out.
Don’t be generic. Be engaging, memorable and try to connect over common ground.
5. Provide Value
If you don’t get the listing on the initial follow up, the email you send afterward recapping your conversation should contain something valuable, such as a piece of content highlighting your service in a subtle way. It doesn’t necessarily have to be salesy but should be related to your real estate services.
Another great way to do this, especially during the early back-and-forth, is to include a link within your postscript to a relevant article related to what you spoke about – whether that’s the housing market, music or sports.
6. Research & Use Data
The value proposition of being a Realtor is that you’re an expert in the market where you do most of your business. Yes, there’s your experience. But it’s also your access and ability to read and describe market metrics.
Back up your statements with cold hard facts – whether they’re emphasizing your personal production or your interpretation of market trends – to reinforce yourself as the local market expert who knows what they’re talking about.
7. Know When to Step Away
Perseverance is a mark of a great salesperson, but sometimes you have to know when to step away. Send one final email – the breakup email – to let them know you’re done bothering them but hope to work together in the future.
Are you a real estate agent looking for ways to improve your feedback response rate? Learn how the ShowingTime Appointment Center can streamline the feedback and showing scheduling process so you can focus on more important tasks that help grow your business.