Real Estate Marketing Academy

CRM Lead Labeling: Real Estate Agents’ Secret Client Conversion Weapon

By Carolyn Berk


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Many real estate agents consider lead generation to be their primary goal when marketing their services online.

However, whether or not those leads become actual clients depends greatly on their Customer Relationship Software (CRM). Even minor details, such as how you label and organize those leads in your CRM, can determine whether or not you ultimately convert that lead into a paying client.

CRM lead labeling can have a major impact. According to Jonathan Greene of Gosselin & Greene, how you set up leads in your CRM can influence how quickly you grow your client list.

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Why is lead labeling so important?

It gives you the ability to send groups of leads personalized content that addresses the topics that interest them most. By speaking directly to their needs and interests, you become more memorable and valuable, which is a crucial step in getting people to want to work with you.

Once you’ve uploaded your contacts into your CRM, here are a few organization options so that you can transform leads into paying, loyal clients:

1. Label real estate leads by location

Like the rest of the real estate industry, a major component of your business is location, location, location! That’s why it’s extremely important to label your leads by the particular regions or neighborhoods that they are looking to buy or sell a home.

Doing so gives you several advantages: For one, you can play home matchmaker between leads looking to sell a home in areas where leads may be interested in moving.

If someone is interested in buying a home in a particular neighborhood, you can send them content focused on the surrounding community. For example, if you have recorded a video walking tour of the area and you’ve labeled your leads by geography, then you know exactly who to email with a “watch this!” message.

As a follow up, you can also send an email roundup of new property listings in the community. Thanks to CRM lead labeling, you will be providing leads with a clear next step in the home hunting process, and positioning yourself as a knowledgable real estate agent who will keep their particular interests in mind.

2. Label whether they’re a home buyer or seller

Different real estate activities call for different content. You already know that people who are looking to buy a home may not have any interest in tips for selling a property, and vice versa. So, why not factor that intel into your CRM lead labeling?

Customizing your outreach to each type of lead can be a very effective strategy for converting them into clients.

If you send out a newsletter, for example, you can use the same design for both, but send out two versions:

  • One featuring content that will be of interest to home buyers.
  • The other speaking to sellers’ particular needs.

Tailoring your content this way will create a much stronger connection than if you just send everyone in your contact list the same email with information that may or may not be relevant to them.

It may seem like a lot of work, but this extra effort is what will really put you ahead of other local agents who are competing for the same person’s business.

3. Label leads by their price range

When communicating with leads, you want to make it clear that you are listening to what they want. Nothing will make them feel alienated quicker than repeatedly sending them listings outside their budget.

In fact, you can even cause anger or frustration if you constantly remind them of all the properties they can’t afford. Grouping leads by their home buying budget is a good way to avoid this pitfall.

Labeling your leads by their desired price range can also help you as you determine which leads are worth pursuing. Home buyers looking to purchase more expensive homes means a larger commission in your pocket. Knowing and catering to those deep-pocketed home buyers can deliver you a greater ROI (return on investment) on your time.

4. Label your leads by their likeliness of becoming a client

Not every lead is equally worthy of your time and energy. Some may require months of nurturing until they’re ready to buy property. Others may still be on the fence about whether they even want to sell their home. Assessing their level of interest, and recording that information in your CRM, is crucial if you want to manage your time effectively.

You should ideally be spending the majority of your emailing time on leads who have shown signs they are ready to take action – either through a favorited property on your MLS map search page, by filling out a Contact Me form on your About page, or by filling out a request for a home appraisal on your site. These high-potential site visitors should be labeled as such in your CRM so you’ll know they need extra email TLC.

On the flip side, even if you have a group of site visitors that don’t appear ready for immediate action, you can label them as “stay in touch” leads and still work on nurturing them in the long term with a softer selling strategy. Instead of regularly sending them emails, you can check in every few months to see what their real estate needs are and if you can assist them.

5. Label leads by their property preferences

For many home buyers, there are certain features they absolutely require in their future home — beyond just the number of bedrooms. Factors such as access to public transportation, or whether a home can be handicap accessible, are of great importance to your leads. That means that these factors also need to be important to you.

Try to gather information about these needs from your leads as early as possible – either through questions on your lead capture forms, discovery phone calls, or open house visits.

You may also be able to figure out what kind of property they’re looking for by putting on your detective hat.

For example, if you notice a particular lead likes your Facebook posts sharing newly-listed condos, make note of that in your CRM. That way, you can directly share similar properties with them, or let them know when that particular property will be featured in an open house.

Lastly – Don’t Forget To Take A Ton of Detailed Notes!

For leads, buying or selling their home is a very personal experience. Therefore, as a real estate agent or broker you shouldn’t be afraid to get personal with them. Remembering details about leads, such as the name of their children, can go a long way when it comes to convincing them that you’re an agent who cares.

Your CRM may allow you to organize and label your leads; however, that doesn’t mean it makes them (or you) less human. Including notes in each lead entry will help you develop a strong, trusting relationship with people who need your help. By connecting with them personally, you’ll be more likely to build a bridge to a business relationship with them as well.

Now that you know the basics of CRM lead labeling, it’s time to start growing the lead lists in your CRM! Watch our on-demand webinar to turn your website into a lead-generation machine. 

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