Effectively converting leads into buyers is becoming increasingly challenging. Today’s buyer is more picky, more prudent and more informed than ever before, leaving many firms questioning how to convert these leads. One of the pitfalls that estate agents sometimes get caught in is that they spend too much time informing potential leads. Leads that do not always become buyers and on which you consequently lose valuable time and money. Of course, this is something you want to avoid at all times. MyImmowi helps you with maintaining and qualifying leads, but especially with converting them into buyers. And you can do a lot yourself too! How do you convert leads into buyers? With the tips below, you are already many steps further.
1. Create quality content
Consumers are constantly connected to the internet which makes it easy to conduct online research on products. About 70 to 90 % of the buyer’s journey is completed before reaching the sales agent. The average user uses 11.4 pieces of material before making a purchase.
It is therefore becoming increasingly important to distinguish yourself from the competition and catch the eye of potential leads. But how do you make sure that it is your content that appeals, and not someone else’s? Well, it is quite simple: create quality content on your own website, socials and other communications channels! Try to find out the profile of your leads and create content that is tailored to them. That doesn’t always have to be expensive. Posting consistently on Facebook, Instagram, LinkedIn or your own website will keep your leads interested and increase the chances of them buying from you in the future.
Choose your content wisely
About 65% of the world has been classified as visual learners, so it is no surprise that visual posts have 94% more viewers. But it is not enough to have just any picture on your website, content plays a critical role and should not be forgotten in the process. Using graphs or tables too quickly display the product’s savings and advantages. Adding an autoplay video to the landing page might also be something to take into consideration, depending on the product which may improve the conversion by 31 and 86%.
As already mentioned, people are increasingly looking for what is the best option for them on their own, and can more easily compare on social media. Therefore, it is important that you are one step ahead of your lead or potential buyer and compare the different options in his or her place. Put your focus on informing your leads and share your expertise. This not only helps your leads save time, it also ensures that you exude expertise. Exuding expertise builds trust. So choose your content wisely.
2. Communicate with your leads
Something that is sometimes overlooked by estate agents, but which is nevertheless very important, is maintaining good communication with leads. Although it seems obvious, it is still done too little.
Imagine: you have a property to sell as a real estate agent. Then you will probably contact leads and pull out all the stops to convince your lead to buy your property. But your methods of persuasion can quickly come across as ‘pushy’ and actually drive your lead away.
A better way is to communicate well with your lead and respond to his or her needs. Show that you care about their needs and ask them if they would be interested in additional information by email, in a demo or in an on-site meeting.
3. Make use of the right channels
In order to know which channels are best to communicate with and to your leads, you have to look for the channels on which the leads are active. When you have enough information about your leads, and for instance have an idea of the age category they are in, you can respond to this. Also, always use the channels you used to gather the data of your leads. This brings us to the next important way to convert leads into buyers:
4. Make use of your contact data
Despite the importance of good communication channels like social media and your website, these channels are usually not enough to convert your leads into buyers. After an initial contact with a lead on social media, it is important to re-target your lead using the contact details you have collected. You then want to tailor the information you have as much as possible.
When you contact your lead personally by email, by phone or when you visit them at home, the interest will increase significantly. This is because you address the lead directly and personally. Small tip: respond to contact requests as quickly as possible! In this way, you immediately give a potential buyer the impression that you want to deal with his/her question as quickly as possible.
5. Special offers in e-mail marketing
Getting contact data (e-mail addresses, telephone numbers, home addresses…) from leads is not that easy. People don’t like receiving unwanted e-mails and won’t leave their contact details just like that. To avoid this threshold, e-mail marketing could help you! An example of this is sending out e-mails with special offers. People are more likely to leave their details if there is something in it for them, such as a coupon or a free home valuation.
A special, limited-time offer will give prospects on the fence the push they need. In a poll, almost 7 out of 10 have taken advantage of offers or coupons from marketing newsletters in the past month, demonstrating the potential of a special deal to turn sales leads. In our Immowi Plus mailing campaigns we noticed an increase of leads of 34% when there was a special offer involved.
A study shows that e-mail marketing is still one of the most important channels for collecting data, with a staggering 81% (external link). Email marketing is therefore certainly not outdated and is highly recommended to both generate more leads and convert them into actual buyers.
6. Follow up your leads well
Pay enough attention to following up your leads. You will often get opposite reactions to your emails than the ones you had hoped for. Still, it’s important to keep leads updated on what sets you apart from other real estate agents and what new offers you have. In addition, following up with leads ensures that you stay in touch with them and make them feel like you’re addressing their needs.
7. Immowi qualifies your leads and helps them turn into sales
Not all leads become buyers, nor do they have to. What is important, however, is to qualify leads and potential buyers. This way, as a real estate agent, you don’t waste valuable time informing leads without them following up on their interest and actually selling. MyImmowi qualifies your leads and helps you convert them into real buyers through email marketing and much more.
Are you experiencing difficulties in generating quality real estate leads? As a specialist in lead generation Immowi is happy to help. Get in touch with us!