Converting Real Estate Buyer Leads from First Contact to Close

Converting real estate buyer leads requires a well-constructed follow-up system to nurture your leads. Sierra has the tools to help you build and execute a follow-up system for your buyer leads tailored to your team, market and specific needs.

Lead Routing Rules

The real estate lead routing rules section is the point of entry for the lead. This is where you can build specific routing rules for different lead types, lead sources, price points and more. When building a routing rule, not only are you deciding who the lead will be assigned to, but you also have the opportunity to fire off listing alerts, send automatic texts or emails, add a lender to the lead and add tags.

Building rules based on price point are common when building buyer-focused lead routing rules. For example, in Sierra, you can build routing rules for buyers searching in the median home price range and another rule for buyers searching in a luxury price range. In the median home price rule, it’s common to “round robin” buyer leads out to the team, add a lender if applicable, activate listing alerts and automated action plan messages with probing questions to gauge their intent and help you identify your hand-raisers. In the luxury routing rule, it’s common to “auto-assign” that lead to one specific agent, activate listing alerts and set up an action plan that prompts the agent to reach out for a personal touch versus an automated message.

This flexibility allows you to nurture and cater to each buyer lead directly upon registration, yielding a higher conversion rate.

Real Estate Buyer /Lead Statuses

The lead statuses in Sierra can help keep you organized, help you easily identify where the lead stands in the buyer journey and can also be used to trigger automations.

After the lead registers, the lead will appear in your leads dashboard. The lead will automatically fall into the “New” status. When converting buyer leads, it’s important to have a game plan for each status. Each plan aims to nudge them into the next status until they fall into the “Closed” status. Here’s an example of using action plans with statuses to help your buyer lead conversion.

New Status

Action Plan with automated probing messages to gauge the lead’s intent.

Qualify Status

This plan contains a checklist of items for the agent to complete in order to obtain a mortgage pre-approval letter and a signed buyer agreement.

Active

Action Plan with checklist items to help agents stay on top of scheduling showings and proactive outreach to leads.

Pending

Action Plan with a checklist of items needed for the escrow process.

Closed

Action Plan with a checklist for an agent to apply Market Updates to leads and a monthly Drip Campaign for retargeting and referrals.

A definitive plan for each status can help you flawlessly execute your buyer follow-up system.

Real Estate Buyer Lead Nurture Systems

When nurturing your leads, Sierra has many tools you can use to build your custom follow-up system. Build your follow-up system from scratch or leverage Sierra’s free Buyer Lead Workflow to engage and nurture leads. Sierra’s Buyer Lead Workflow is an out-of-the-box solution created to help you seamlessly move your buyer leads through the buyer journey, from lead creation to close. The workflow offers guided instructions at each stage of the buyer journey and curated content and workflows that keep your leads engaged from 10 to 330 days at a time.

Automation

Work smarter not harder with automations. Sierra’s automations allow you to set up different automated triggers and actions on your behalf. Several automations can assist with buyer lead conversion. Some examples are; phone call tasks whenever a lead saves a property, accountability automations to ensure agents are contacting their buyer leads and using the lead statuses to trigger specific action plans.

Conclusion

Sierra’s IDX Websites combined with Sierra’s CRM tools is designed to help you create and support your buyer lead conversion strategy every step of the way. Don’t have a lead conversion strategy? Ask us how we can help!