Your 7-Day Real Estate Lead Conversion Plan

Although real estate is a seasonal business, there are plenty of buyers and sellers looking for agents all year long.

Do you have a year-round strategy to convert real estate leads into clients? How you respond to and manage your leads can be the difference between a closed deal and a missed opportunity, but knowing how to make a stellar impression and engage a lead can be a challenge.

With this seven-day action plan, you can master the smart strategies that will help you convert real estate leads into clients.

Day 1: Respond fast with the information your lead requested

First impressions are everything. The quicker you respond, the higher your likelihood of connecting with your lead. Responding to a lead within minutes can double your chances of conversion.

Remember! Data shows that potential clients view an agent’s responsiveness as an indicator of quality.

Insider’s three-step action plan

1. Make an introductory call. Always leave a voicemail and set expectations with the potential client. Answer in full the question they initially asked, then address any other specific questions they have. Let them know when and in what format they can expect to receive any subsequent materials. Now is your chance to show them you’re the expert agent they need; go above and beyond!
2. Send a follow-up email. Maximize responses from your leads by following up your call with an email. Recap the main points that you discussed in your conversation or specified in your voicemail. It shows your diligence and attention to detail.
3. Prove your value. Give your incoming leads what they want! Leverage the wealth of free data available through Zillow Research and deliver a broad comparative market analysis, home estimate or market report to prospective buyers and sellers. And make sure they get it: Email a copy, print a copy for direct mail, and — to really reinforce your dedication to customer service — hand-deliver your report.

Day 3: Keep working your leads

Now’s the time to stay top of mind with real estate leads by continuing to send and share valuable materials that are related to their home buying or selling process.

Insider’s three-step action plan

1. Call and leave a message. Follow up with your lead with a second phone call or voice message. Thank them for contacting you. Ask them what they thought of the home value estimate or market report that you sent them on Day 1.
2. Mail a handwritten note. The personal touch of a handwritten thank-you note reinforces your commitment to the client. It also helps you go from just another agent online to a real person who can help guide the buyer or seller on their home journey.
3. Email recommended or active listings for the local neighborhood. For buyers, look closely at listings they expressed interest in, or go back to your notes about what home features the buyer finds attractive. Send at least three recommended listings that fit that criteria. Now's the time to show the prospective client that you really listened to their needs and understand the type of home they’re interested in.

For sellers, send active listings for comparable homes in the area. Add your own personal insights on listing prices, market trends or home features, and then relate your observations back to the seller’s own property.

Day 5: Send a local market report

Buyers and sellers don’t consider listings on their own; the state of the local market plays a big part in their decision to actively look for or list a home. Your willingness to share with them your insider knowledge about why now is the right time to buy or sell clearly demonstrates your value and helps boost your real estate lead conversions.

Insider’s three-step action plan

1. Send a local market report. Zillow Research offers market data by ZIP code, so you can create custom reports for the areas where your potential client is looking to buy or sell.
2. Organize your leads. Bucket your leads based on where they are in their home buying or selling process, and then send them relevant information for that particular stage.
3. Place your leads in an email nurturing campaign. Subscribe your leads to an ongoing market report newsletter to demonstrate your expertise and stay top of mind.

Day 7: Establish your go-forward plan

On Days 1 through 5, you established yourself as a knowledgeable, committed and responsive real estate professional who's in tune with your potential client’s needs. Now keep the momentum going!

Insider’s three-step action plan

1. Call again and leave a message. Follow-up is key to real estate lead conversion! Call the prospective client and ask them about the local market report you sent on Day 5. Ask what information they found most helpful and probe for other questions they might have. Now’s the time to keep the conversation going and reinforce your expertise and commitment to help.
2. Add the lead to a listing-alert email. You’ve asked the right questions and now understand what your lead is looking for. Add them to a listing-alert email so they’re the first to know about attractive listings that fit their criteria.
3. Add the lead to an ongoing email, phone and direct mail campaign. If you use a customer relationship management (CRM) system, put the lead on a drip or nurturing campaign to stay in touch by sending helpful information on a consistent basis.

Your goal is to get your lead to respond and set up that first meeting. Each prospective real estate client might be in various stages of the home buying or selling process, but with a committed, consistent nurturing plan, you’ll be able to convert ready-to-buy or ready-to-sell prospects and keep your pipeline full throughout the year.

How much time each week do you dedicate to lead conversion? Let us know in the comments below!