Real estate entrepreneurs really need to know how to implement an effective follow-up plan that will generate tons of highly qualified leads. Sticking to a consistent plan of generating leads and then putting in some follow-up marketing will certainly result in many more transactions. There are some dynamic parts to an effective real estate follow-up marketing plan:
- It must generate predictable and traceable results.
- It must be implemented consistently and be a regular part of your marketing plan.
- It should require little to no input from the real estate developer to make it work smoothly. In other words, find a system that works that you can put on “autopilot.”
Who should you follow up with? Don’t Be There are three types of people you should follow up with:
suspects- this is his initial list of names to whom he submits his first piece. These are people who have not done business with you in the past and may not have even heard of you before. You need to market to them by giving them a reason to call you. These are the hardest people to market to because your message can get lost among the hundreds of other ads they receive. Choosing the right marketing for suspects is critical, as you want them to feel compelled to contact you.
directs– these are people who have responded to your marketing, but have not yet become customers. This is also called the “internal” list. Marketing to them persuades them to do business with you. It’s a little easier to convert prospects into customers because they’ve expressed interest in your services, but they may take a bit more time and information.
Customers – these are the people with whom you have completed a transaction, and they can be buyers or sellers. You can market them to friendly follow ups and ask them for referrals. Even after the transaction is complete, there may come a time when they need to sell or buy another home, and they’ll be more motivated to contact you if you’ve been marketing to them. Some of your best deals will come from past client referrals. Be sure to include past clients and clients in your marketing plan by sending them something at least once a quarter.
How to implement an autopilot follow-up marketing plan
Most failures occur when physical interaction is required from the real estate developer. Day-to-day business sometimes takes precedence, and follow-up marketing never makes it to the front lines. Find someone who specializes in direct mail, and more specifically, real estate follow-up marketing campaigns. They will be able to handle all your shipments for you and put your mind at ease. Some of them even offer “full-service” marketing, which will include keeping your mailing list clean, notifying you when mail is sent on your behalf, tracking your response rates, letting you know which campaigns are working, and even reporting your conversion rates. and ROI (return on investment).