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
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,
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
Step 1: Create
A landing page is basically a web page, where your traffic is sent to from a dedicated link (typically from an ad) or message. 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.
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
people, then they should be
taken to landing pages that feature properties near medical facilities,
shops 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.
Step 2: 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:
2.1. 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
2.2. 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.
Smartphones give real
estate agents the ability to send and receive automated messages 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
messages, you can set up meetings, respond with hours of availability, or send
a welcome message to a buyer. We often use this system to notify both our
client and their new leads in our marketing campaigns.
2.4. Follow up campaign
Currently this method of
building relationships and communicating with prospects and customers proves to
be the most effective. Between 80 – 95% of messages are being opening compared
to emails where less than 20% of emails are being opened.
A follow up sequence of
messages can be executed as long as the real estate agent wishes. Thereby talking
to the prospect right in his/her pocket!
Step 3: Start
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 can 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
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 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
Looking to increase your
visibility to buyers, real estate investors, or sellers? Blue
Chair Online can help you set up your Sales Funnel that will bring you
To learn more about our lead generation
program, schedule a strategy session today!