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5 Rules of Lead Follow-Up


A real estate lead is only as good as your ability to follow up and engage. We always hear experts tell agents to forget about developing leads until they have a fool-proof follow-up system. If you have a set of rules and best practices in place, the process of following up can be simplified and standardized with a higher success rate.

For the purposes of this article, we will assume you understand that lead response time is critical to your success rate. Consumers expect a rapid response time to all inquiries, so you must respond as quickly as possible. 

Next, you must categorize all leads by their quality. These categories could be hot, warm, cold, or dead. By establishing sorting criteria, you will be able to focus on the more promising leads.



In addition to rapid response times and having a clearly defined sorting process, here are five rules you should consider when following up with your leads.

 1. Complete the same follow-up routine for every good lead until you’ve made contact and had a thorough conversation. For example, on the first day make a phone call and send a follow-up email. On the next day, make another phone call and send a text. On the third day, send another email.

 2. If a prospect rejects an in-person meeting, offer to send them information on the market or set them up on an auto-prospecting home search. Don't let one "no" be the end of your efforts. Rejection is part of sales and you should not take it personally. Oftentimes people are not rejecting you, rather they aren’t ready for the buying stage just yet. This is when patience and persistence are critical. Stick with it knowing that if you bring value to the equation, you will earn their business.

 3. If your lead asks you to send an email because they are “too busy", ask them "when is a better time to call back?". Some leads will insist on email communication but be aware if a lead is taking advantage of you by avoiding any commitment on their end. You might also say, "before I send you any more homes for sale I'd really like to meet in person (or have a telephone conversation) to make sure I'm the right agent for you."

 4.  Have a purpose for calling/emailing other than following up. For example, mention something about their favorite neighborhood in a phone conversation. You can also try attaching a buyer's questionnaire to your next email to spark their interest and demonstrate your value.

 5. Make sure to maintain contact with a good lead that turns cold but don't invest too much time. For example, keeping a prospective lead in a branded email campaign just for a couple of months can be a big return on a little investment.


Do you have a follow-up rule or best practice you swear by? Share it below to help your fellow Breakthrough Agents!



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