Having a great pipeline of properties is the lifeblood of any successful real estate business. Of any business, really.
I repeatedly hear of property agents taking a passive approach to building their sales pipelines and wondering why they aren’t doing as well as others. They try everything (including passive tactics like social media, Google AdWords campaigns and paying search engine optimisation specialists) except picking up the phone and putting in the hard yards.
The real estate industry is highly competitive and it’s all about building one-to-one relationships. And like it or not, that requires human contact. Lots of it.
The smart sales team
Steve and Miriam Davis, aka the formidable Team Davis from Harcourts Real Estate, tried all the passive sales methods (see above) on top of their normal strategies, but weren’t getting an ROI on their time, effort or investment.
They knew that their success was based on building strong pipelines using Miriam’s personal touch. Now, she’s a real go-getter when it comes to finding new listings, but the time making calls took her away from doing what she loved – helping people buy and sell properties. While other agents were calling it a day and putting their feet up with a G&T, she was typically back on the phone driving that pipeline.
Great attitude and great for business, but not quite so positive in terms of work/life balance! Team Davis really needed to clone Miriam and her formidable lead generation skills!
Hot Leads to the rescue
Steve checked out our website and was impressed by what our clients had to say about us. And when he discovered we had real estate experience – he was sold.
“Their consultant proved to be extremely good,” said Steve. “She knew the right questions to ask and the right information to gather. She added valuable information to our database and encouraged 50 additional people on our list to sign up for our marketing emails. We’d been struggling to grow our email reach, so what she achieved was superb.”
We ran two 40-hour Team Davis campaigns, generated 27 qualified appointments, and identified a significant number of ‘warm’ leads for Team Davis to nurture. And as Steve said, we grew their marketing list.
Top tips for building pipelines
- Just do it. It’s an active, one-to-one process. Yes, the passive lead generation tactics all help, but nothing is better than personal contact!
- Think smart. Pre-empt a telemarketing campaign with a marketing promo (think letterbox drops with a special deal) to significantly raise response rates.
- Don’t sit on your laurels and admire your pipeline. What’s next? What leads (no matter how distant in the future) should you be keeping ‘warm’ with emails and calls?
- Get a life. Let us do the prospecting and nurturing calls for you, so you can do what you do well. Sell!
- Last, check out the full Team Davis case study here.
