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Sign into your account4 Old School Lead Conversion Tactics That Didn't Kick the Digital Bucket
July 19 2016
Like virtually every industry, real estate has been profoundly altered by advances in technology. They influence how we list and value properties, communicate with clients, and handle transactions. There are tools for every aspect of the business, and customer relationship management (CRM) software can provide an all-in-one platform for tying it all together.
A valuable aspect of improved communication with clients is our ability to tailor our message. With available data, we can determine which prospects are likely ready to buy or sell, and what channels might be most effective for reaching them. Relevance is key to lead conversion, just as it always has been. There are strategies that have stood the test of time and still apply in the digital age.
#1: Building Relationships
Interacting with potential clients, whether in person, online, or by phone is still the only way to establish trust and create a relationship that will eventually result in conversion. Whatever channels you use, strive for "permission based" contact. Marketing guru Seth Godin defines permission marketing as, "the privilege...of delivering anticipated, personal and relevant messages to people who actually want to get them."
Making sure your message is timely and relevant is easier when you categorize your leads. You can group them by demographics, by date of contact, location, industry, etc. This allows for more sharply targeted communications that are tailored to the interests and needs of a specific group. People appreciate getting information that helps them.
Using CRM, you can track property ownership details, like tenant movement and lease expirations. This information all helps you to judge when a lead is warming up and will likely be interested in hearing from you. This is not a new tactic, it's just souped up via technology tools.