An effective real estate sales funnel is an exclusive marketing tool that helps the realtors to convert anonymous visitors to qualified leads and stand out in the competitive real estate market.
Do you feel exhausted as a realtor in generating leads as much as possible, handling emails to all potential customers and nurturing them for a long time before successfully turning them into actual buyers?
Yes, how hard and time-consuming your work really is! But now, a sales funnel will totally change the way you do business and optimize your time with promising high profits.
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5 Steps To Build Your Real Estate Sales Funnel
So glad you asked!
Many marketing experts offer a sales funnel as the best selection to drive up their sales numbers. A sales funnel looks like a path (but not a highway) in which the anonymous visitors at first move down your funnel.
Some of them will leave the path while some will learn more about your products or services. We called the people who remain to stay “leads” or “qualified leads”, depending on how far they pay attention to.
At this point, If you don’t know what sales funnel is, read the sales funnel concept here.
As the process goes on, you may luckily end up with the small part of those who become your actual customers. Well, does it sound complicated? Frankly, it is not if you’re patient enough to follow our straightforward guidelines below.
But before moving on to create your own funnel, let’s learn some reasons why you need it
Why You Should Use Sales Funnel for real estate.
The research pointed out that 43% of home search using the internet. If you now involve in the real estate industry, a sales funnel is the starting point to build your growing and stable business in the real estate industry because it:
Converts more lead by autoresponder
The very first step to increase your leads is to quickly respond after they opt into your offers or email list. The sooner you email them to make acquaintance, the more chances you win your real prospects’ contact.
To do that, smartly set up an autoresponder. Otherwise, you have to check your inbox every second or be 24 hours ready for sending emails to the subscribers.
Generate leads & build a relationship without any extra work
The sales funnel offers automated email drip campaigns that analyze your leads’ interests and regularly pop up in their inboxes with updated information they want.
This automatic system can free you from extra work in building familiarity and trust with your leads.
Predicts the success (or failure) of your business
A predictable business lets you know what you need to focus on to optimize the entire business for more profitability.
By figuring out the number of leads in each stage of the sales funnel and how long they go through from the audience stage to become loyal customers, it will tell whether your business goes up or down.
How to create a modern real estate sales funnel
Now, before you move on all helpful steps to build your sales funnel, let’s make sure you have at least one online presence. But remember that it’s not merely creating a website. Some mistakes in this groundwork can nip your business in the bud.
Well, what’s going on with a fancy and professional website? Indeed, love at first sight is essential as you catch lots of attention from the vast number of internet users today. Even a small part of them will become your loyal visitors. Who said they won’t buy their new homes in the future?
More importantly, the core values of the website – your first introduction to your clients are the content and other supporting ways to make your website reliable and strong enough.
You should provide your readers with credible information about their relevant considerations such as experiences for first-time buyers, appropriate criteria for good houses, analysis of real estate market and so on. Typically, people buy the accommodations from the agents they trust.
Once you have established the trustworthy groundwork, the real tricks in driving the leads down your sales funnel are now available in the seven steps below.
Step 1: Identify Who is your customers
The first step is also the most crucial step to decide whether your sales channel will succeed or fail. Who is your client? In the real estate industry, will your customer be a home buyer or investor (buy and resell or for rent)? Is your customer interested in purchasing a house or apartment?
And all this will be showed and presented on the landing page or popup.
Step 2: generate leads through a landing page or popup on the website
After identifying your potential customers, now you need to build a list and start cultivating relationships. You can use lead magnets to exchange emails.(Pdf, ebook, checklist, free report, survey,…).
And all this will be showed and presented on the landing page or popup.
1. Creating landing pages for each of your properties
In the real estate industry online, a landing page is designed to provide the prospective buyers everything they need to know and initially capture their contacts details.
In most cases, the landing page offers the visitors some free piece of content like a consultation, eBook, etc. in exchange for their contact information.
Besides, you should try A/B test different landing pages to choose the most effective designs with the highest traffic. After that, you simply change the CTA color and placement, headline, number of form fields and apply to your other pages. Many professional page builders support the realtors to customize the design according to personal requirements.
Certainly, those landing pages are not completed without the contact form that the leads can immediately and easily communicate with you for requesting more information. Indeed, well – built landing pages will optimize the engagement of your website’s visitors.
2. Create a popup on your website
Email pop-up is now useful for capturing more leads and website traffic conversion. To do that, you embed a landing form into your properties website. The stunning subscription box easily grabs a visitor’s attention and shows them what actions need to be taken to exchange for the value like a discount or incentives.
General information requests and newsletter subscriptions are straightforward methods to convert unknown visitors to potential leads. Accordingly, the prospects can keep in touch with the realtors, update future listings and request further information on properties anytime they want.
In fact, a pop-up is an annoying part of your pages. But if you use it right, it helps to optimize your real estate sales funnel.
Now, let’s take a look at five pop-ups and you can find the most suitable to add to your page.
- Click Pop-ups: When visitors go to your website or landing page, they may click on a designated eye-catching banner for offers, for example, a comprehensive e-book. It gives the guests more quickly access to the content they are enthusiastic about.
- Timed Pop-ups: After visitors stay on a landing page or properties websites for a particular time, a pop-up will appear. The proper pop-up timing should be neither too early nor too late. If you set up the right timing, you will have more chances to capture more leads.
- Scroll Pop-ups: Unlike timed pop-ups, this pop-up is only activated when visitors scroll down a certain percentage of the website page. It’s the way to show that your readers are actually interested in the content and they may be ready for the subscription.
- Entry Pop-ups: When a landing page has loaded, the entry pop-up immediately blocks visitors from seeing the pages until they click to provide their personal information. It may cause unpleasant for the prospects but still excellent in some circumstances. As soon as the website traffic arrives on your main page, you should offer the subscribers a promotion on your regular price or the most up-to-date real estate information.
- Exit Pop-ups: An exit pop-up appears to encourage the visitors to convert on the CTA button to receive updates about the specific properties. But make sure you don’t spam your visitors or your existing clients with such pop-ups. The proper schedule for Exit pop-ups is a maximum of three times per week.
Step 3: Send an initial follow up
Once the users fill out the forms their names, email address and phone number and click CTA buttons on your property landing pages, it’s your time to follow up those potential customers.
In this step, it suggests using the marketing automation workflow to save your time and effort. This tool helps to cut out repetitive tasks like email delivery and consultation requests.
After the audience convert on your landing pages, this system automatically sends an internal notification email for you and at the meanwhile, delivers an external email for the leads to welcome and provide detailed information they request.
Some specific marketing automation workflow also cut down on the busy work with a ton of buyer consultation. Accordingly, the tracking feature of the system allows you to follow your leads’ footprints. So it’s now effortless to find out the specific properties they were searching for and nothing more compelling than showing your clients their “wishing” list.
Step 4: Nurture your leads
Obviously, the real estate industry typically offers much more expensive and sophisticated products – the accommodations. In fact, you cannot make an immediate decision to buy a house in a few minutes after viewing on the website.
So nurturing the leads is compulsory that warms up the potential clients before starting a conservation with them.
Firstly, your recipients are always leads who have previously opted into communication with you. Otherwise, nothing more distracting than an invasion of personal space and your follow up will never reach them from the start.
Secondly, you should classify your prospects by grading their interaction with your online presence and, in turn, identify your high promising and low promising leads. For instance, leads that are frequently interacting with your properties pages may be interested in your agency or what you offer. These leads are ready to nurture so you can connect with them to find out more about their specific needs.
Despite the email campaign for all subscribers, for example, general real estate market reports, business updates, it’s also essential to stay in touch with your leads on a more individual level. So make sure you can segment your contacts into the smaller and more specific target audience for personalizing marketing messages.
Ideally, your newsletters and emails should show the specific segments of leads and the most relevant content they’re interested in. Periodic updated new listings are suitable for the general subscribers of lead magnet or newsletters while more detailed answers for those request for specific information.
As the leads today have their almost full inbox of offers and advertising, you should not overwhelm them with too much information. Instead, wisely select a specific type of marketing email for each purpose to interest your leads. Also, remember to include some property options in your newsletter email so that the recipients can come back to your site.
Step 5: Remarket to interested leads
What should you do if your website has high traffic but low conversion? How do you drive the lost visitors back to your site and turn anonymous viewers into leads?
Well, it’s now super easy with retargeting tools that help you keep your listings, profile and content in front of prospects. Even the visitors didn’t subscribe for your information; you still present them with highly relevant ads across the internet no matter where they go, from their favorite sites to their Facebook news feeds.
There are three leading popular platforms to recapture the visitors’ attentions:
- Google Adwords
- Facebook Ads
- Bing Ads
With fairly reasonable cost, these platforms let to build the custom audience and show the ads for new or existing targeted leads.
Thanks to the technology revolution, the customers now prefer to do their own research, compare the features of thousands of products available on the market. All can be done within a funnel. The system allows the leads to slowly explore by themselves, and then build trust and confidence with your real estate offers. Hopefully, it will bring opportunities for your business when the qualified leads make their decision to purchase.
The good news for you is that all funnel steps mentioned above are meant to be repeatable. In other words, you can apply your chosen tools and strategies to every new listing and new lead. Of course, it will get easier and faster for the next time.
I hop you like my article – sales funnel for real estate. Try it in your business and see it as an additional method to help you get leads and sell more house.
Do you have any problem with creating your own funnel? Tell us in the comment section below. And if you like this post, then don’t hesitate to share it.