The 7 Ways Email Autoresponders Help Agents Secure Real Estate Leads
By Elizabeth Christensen
About Inbound Marketing
Wouldn’t it be ideal if you had a tool at your disposal that helped you stay in better contact with your leads, and you didn’t have to think about it? Thanks to email autoresponders, your lead nurture dreams can come true.
Time is absolutely of the essence when it comes to making the initial contact with a lead. We know you can recall a few times in the early moments of your career where you hesitated to connect and lost out on a potential client. Autoresponders can keep that from happening. Autoresponders are messages that get sent immediately to a new prospect after they take an action on your site.
Image courtesy of ON24 Blog
Ready to increase client conversions using email autoresponders? Tune into Placester’s webinar to learn how to use email to your advantage in your business.
What is an autoresponder, and why should you use one?
Autoresponders are automatic email messages. They’re triggered by specific actions that a prospect takes on your website. For example, if someone opts-in to a newsletter or favorites a few of your listings, a message gets generated and sent to the prospect.
We’ve detailed the eight biggest ways autoresponders help agents communicate with their prospects below. Read on to learn all about improving your lead nurture and eventually increasing prospect to client conversions with autoresponders.
Point 1: They make a good first impression with your leads.
Before you can sell someone a home, you have to sell yourself. This is a basic rule of sales. That means emphasizing your skills, expertise, and willingness to go above and beyond for your clients.
Autoresponders help you with this task because they are sent the second after someone becomes a lead on your site. It doesn’t matter whether you’re out with clients at a showing, or simply in your office taking care of paperwork. As soon as a new real estate lead signs up on your site, they receive a welcome message, something like, “Hi there! Thanks for taking the time to look at my site. I’d love to learn more about what you’re looking for in a home. Are you available for a call early next week?” This puts you in a great position to follow up with something more personalized when you have the time.
Going the extra mile to share how knowledgeable and helpful you are at the beginning of your professional relationship with a lead can make you appear very favorable in people’s eyes. You know real estate is full of competition, and you need to do everything you can to stand out.
Point 2: They help you stay organized.
If you’ve got more than two leads, you need to have a plan for how you’ll keep track of each person and their individual wants and needs, as well as how frequently you communicate with them. You don’t want to reach out to someone more than once in a short period of time, or worse, completely ignore a lead thanks to an oversight.
But the good news is, you can decide how and when a lead receives that initial communication from you, and what exactly it says.
Research shows specific nurture emails get 4-10 times the response rate than regular email blasts do, so staying organized can mean the difference between the beginning of a productive conversation with your real estate leads, and missing the boat entirely.
Point 3: They save you (lots) of time.
A big reason autoresponders are such great tools to use in your marketing is their automation capabilities. This benefit is really two-fold for you:
- It saves you time for other more pressing matters.
- You can organize a send schedule around your messages that makes the most sense for your business.
And since you don’t have to do everything by hand, you can connect with a wider range of prospects, rather than just the few that you planned to nurture, which can open you up to even more possibilities with your home buyer leads.
Point 4: They offer higher lead to client conversions.
Think about this: If your leads receive quality, relevant content from you right away and fully understand the value prop of your business, there’s a good chance you’ll see an increase in your prospect to client conversions.
Image courtesy of AudienceOps Blog
Why? Well, for one thing, your systematic nurture has paid off. You’ve taken your prospects from one stage of the buying funnel to the next relatively quickly thanks to the content you’ve shared in your email autoresponder, and now you can move forward to build a more personal relationship.
Ready to increase client conversions using email autoresponders? Tune into Placester’s webinar to learn how to use email to your advantage.
Point 5: They help you stay top of mind with leads.
We’ve said it before and we’ll say it again: making sure your name is at the front of your lead’s mind is more than important, it’s essential. Studies show that 79% of leads never convert into sales, and lack of effective lead nurture is the culprit. Strive to not contribute to that statistic! The effort of creating a few email autoresponders will translate into business and additional connections over time. Building relationships is your sole responsibility as a real estate agent, and a lack of adequate connections can leave you at a standstill.
Point 6: They help you connect authentically with your prospects.
People aren’t interested in doing business with someone they sense is a fake or is trying too hard to close the deal. You wouldn’t be interested in that, either. That being said, think of what you can do to reveal a bit of your personality in your emails while avoiding coming across as either boring or trying too hard.
Keep in mind people receive tons of emails per day. Think about what you can do to stand out from the crowd and put your individuality on display. The body of your emails must be helpful to your real estate leads, while also maintaining a certain length that doesn’t turn people off from reading, or leave them feeling like they’ve wasted their time. The best thing you can do is get inside the heads of your prospects to provide them with the information they crave, and don’t be afraid to inject some pep and enthusiasm into what you’re sharing.
Point 7: They help increase engagement with targeted content.
Once you have an idea of what your leads are looking for in a real estate agent and home buying or selling experience, you’re better equipped to provide them with information and content that suits their needs. And happily, doing so will increase engagement levels across the board. It’s pretty simple, if you’re consistently sharing hyper-targeted content with the people who want it most, they’ll become aware of your expertise and you’ll gain their trust.
Sharing content targeted to the interests of your newest real estate leads is all about one thing: connection. Your goal in sending these messages is to encourage people to relate to what your own business stands for, and understand how your goals can help them achieve theirs.
Are you ready to increase prospect engagement and client conversions? Be sure to check out Placester’s webinar to learn all about using autoresponders in your real estate business!
What do you think are the best messages to send to your leads for autoresponders? Share with us in the comments below!
Published on May 19, 2017
Written by Elizabeth Christensen
As a content writer at Placester, Elizabeth is excited about helping real estate professionals enhance their brands and discover new ways to form connections by sharing their stories and experiences. She enjoys equal parts print and digital media, and is always seeking inspiration.