It doesn’t stop with lead generation, it’s the follow-up that ensures conversions.

September 15, 2021
Follow-up

Follow-up, Follow-up, Follow-up, … 

The process of getting a property sold does not stop when the real estate lead has been generated. Too often we see companies expecting the holy grail of lead generation. During a feedback moment, the quality of the leads are measured and we are told that result aren’t what they hoped it would be. But when we dig deeper into the way they operate, it soon becomes clear why… There was little or no follow-up, the right questions weren’t asked or they were unable to keep this lead warm when it indicated that it did not want to buy right now but later in time.

Lead Generation is the first part of the proces...

Lead generation is just the first part of the proces to get a property sold. You have to attract the attention of interested buyers in the first place. But when you stop after the real estate lead is generated, you’ll never make the sale. 

You need pick up the phone and start dialing.

Ask the right questions and guide the client through a well-structured sales conversation. So that you can determine in which phase of the purchasing process this customer is. 

A tip would be to work with types of customers and give them a tag within your CRM application. These tags can then be linked to online and offline marketing actions to keep these customers or potential buyers informed and warm. 

It’s very important to stay top of mind in the heads of these potential buyers, but in a creative way. 

Cause it’s the follow-up that ensures conversions.

The importance of follow-up

Lead generation is an important phase in this process but if you want to close the deal, you need to follow up your real estate leads with the right approach. Standard e-mails are a thing of the past. People nowadays want to be helped, informed or adviced in a personal, transparent and direct way.

Are we saying that you cannot use email software such as ActiveCampaign, Mailchimp or other similar solutions? No! Certainly not.

That’s not all, as a Proptech startup, we are a very big fans of automating processes. CRM solutions are great to keep track of all your interactions with the customer and necessary to grow as a company. 

You can use these tools to send out e-mail campaigns, but your communication must be personal. Lead nurturing is all about building relationships with people, it keeps the communication going and needs to continued to build on this relationship until a deal is closed. Never forget that people buy from people. Especially when it comes to an important purchase like buying a property. There must be confidence in both parties for this to work.

Success Story

Will you be able to realise a sale on every real estate lead you receive from us if you follow up in the right way? We cannot guarantee this. But, if you continue with the right approach and let yourself be guided by our expertise, your chance of selling your property will increase dramatically.

This is what Immowi is all about! Lead generation and lead management to close real estate transactions more effectively!

What is the definition of a qualitative real estate lead?

What is a high quality real estate lead for Immowi? 

A high quality real estate lead for us, is a dataset, of which the data is correct, from a person who indicates their interest in buying or investing in real estate in the short, medium or long term. 

In other words, the person can be contacted and a buying signal can be captured from the first conversations.

It is then up to the sales and/or marketing team to follow up on this lead, keep it warm and ultimately close it.

We hope that this blog helps you to understand what Lead Generation and Lead Nurturing is all about. To create relationships over time and to get the sale in the end. We want to help real estate agents and project developers reach their goals. By delivering high quality leads, sharing our knowledge and experiences and giving strategic support in online real estate marketing.

If you have any questions or remarks, feel free to send an e-mail to info@immowi.com.

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Immowi Assistance

There is often an invisible wall between marketing and sales. Companies invest in marketing campaigns to generate leads, but do not take the right actions to turn those leads into customers. To remedy this shortcoming, the strategic online lead generator Immowi is adding a new extension: Immowi Assistance. Until now, we delivered high quality leads thanks to online marketing, but with Immowi Assistance we significantly increase the chance of these leads actually becoming customers. Thanks to this approach, companies that do business with us know how to convert their leads and have a platform where the leads are offered on a silver platter, ready to be converted into valuable customers.
Extremely result-oriented
We could make it easy on ourselves and be happy with just bringing in high-quality leads. But it’s frustrating when your hard work doesn’t follow through. Immowi’s great strength has always been that we are very results-oriented. Many marketers have a reputation for selling hot air, because they can’t substantiate their returns. We did that right from the start, and that’s why we were able to grow from one to more than 10 full-time employees in a very short period of time.
With MyImmowi we just go one step further than what classic lead generators do. We go to the point where a lead becomes a valuable prospect. We help our customers convert their leads into customers.
Entrepreneurial mindset always in mind
MyImmowi builds the bridge between marketing and sales. We Make it as easy as possible for the client to contact the lead. You have to keep them warm. If you let a few days or even weeks pass between the moment a lead shows interest in your product and the moment you contact that lead, you will lose him. Then your success ratio will remain low. So, we try to immediately set an appointment in the diaries of our clients’ salespeople. You have to strike while the iron is hot.
Letting sales people do what they do best
Sales people like to sell, but they thoroughly hate administration. They keep track of their leads, their appointments and their deals in Excel, or even with pen and paper. They only keep track of their own prospects. Many companies do not have a sales pipeline. So, you risk sending a quotation to a customer after a successful meeting, but ultimately missing the customer because you forgot to follow up on the quotation. You’re almost done, but because of the lack of a decent digital process you miss out on a customer – and therefore also on turnover.
We pick the low-hanging fruit for our customers. We automate the entire process from lead to customer, and put it into one clear dashboard. This way, as a business manager, you can follow everything from A to Z. How many leads does a campaign produce? How many of those leads drop out along the way? How many become customers? What stage is each lead in? The personnel cost of sales people is very high in many companies. If sales people do not lose time calling leads and recording appointments – which we do – they can focus on what they are really good at. And that is still selling, closing deals.
Measuring ROI to the euro
We bring marketing and sales under one roof. That way, you can make your campaigns much more effective. Imagine that your campaigns for one brand on Facebook and on Google both generate 10 leads, but that 8 of those 10 Facebook leads become customers and only 2 of those 10 Google leads. If you’re purely marketing, you won’t get that information and so you’ll continue to put the same amount of effort into Facebook and Google.
If you also include the sales part and you do get that information, then you can turn the right buttons, redirect your budgets and generate much more turnover.