If you’ve been in real estate long enough, you know how important it is to keep your pipeline full if you want to reach your income goals for the year. And as the number of income-generating days for the year dwindles, we hope that will motivate you to look at the strategies you’re using and consider swapping out those that aren’t working for the ones we’ll describe here. 

When it comes to lead generation, it’s almost a guarantee that any lead you get will have multiple agents vying for their attention. 

Just because you have them in your database doesn’t mean you have them as a client. They could already be having conversations with other agents who took action sooner and are investing more time and energy in building something with them. 

If you’re going to make assumptions, assume that another agent with that same lead is already delivering value and becoming a known and valued connection for them. 

Let that motivate you to start putting these 11 strategies to work for you. 

#1—Build and nurture a strong professional network

Just as you need to cultivate relationships with leads, even before they become clients, you need to make connections within the real estate industry, including other agents, brokers, mortgage lenders, and other professionals you can wholeheartedly recommend to others. 

Networking with industry professionals offers the following benefits: 

  • Knowledge of trustworthy lenders in your area
  • Reliable and up-to-date mortgage information from those trusted lenders
  • Improved odds of gaining referrals from other agents
  • Improved access to off-market listings 
  • Opportunities, as your business grows, to contribute through speaking engagements

Make it a priority, every year, to participate in real estate conferences, attend seminars and other industry events, and join associations that could bring more value to your network and help you grow your business. 

#2—Leverage a consistent online presence

Make yourself easy to find online through a well-designed website, active and engaging social media accounts, and consistent posting of relevant and value-packed content. 

Posting a short video every day keeps you top of mind for your audience and gives the algorithm something new to recommend to users who like the kind of content you’re creating. 

Also, if you’re online (which you should be), use search engine optimization (SEO) techniques to improve your website’s visibility in search results. Get on the front page of search results for as much of your online content as possible. And make sure your site links to all the social media platforms you use on a daily basis. 

If you’re wondering what kind of content to create and share online, start with one of these:

  • Market updates—local as well as national
  • Home buying or selling tips
  • Neighborhood highlights (events, attractions, good eats, etc.)

#3—Use effective lead generation to fill your funnel

There are plenty of ways a motivated agent can attract leads, starting them on the active nurture stage that begins at the top of the funnel. Keep leads flowing in and through the funnel by starting conversations, building rapport, and consistently delivering value. 

Some of those leads will come from social media, others from hosting open houses or other community events, such as those you might host as part of your geographic farming strategy. 

Still others could come from online advertising. An example would be an ad that brings people to your landing page, which offers something of value to them in exchange for their email address. Once you have their permission to send them things, give them every reason to be glad they did. Follow up promptly and overdeliver. 

You’ll also want to explore paid lead sources—including those that deliver bottom-of-the-funnel leads. The best of those is Zillow, which is why BAM co-founder Byron Lazine created a BAMx course on “How to Convert Zillow Leads.” Byron also hosted a livestream, “Breaking Down Lead Sources & Zillow Premier Agent Leads.” Both are packed with valuable data and actionable insights and are available to BAMx members. 

#4—Deliver exceptional service to your clients and prospects

Make it a daily priority to deliver exceptional service to your clients and others in your database. Make it your goal to create a reputation for going above and beyond for those who work with you and getting them results that are even better than they hoped for. 

Satisfied clients are more likely to recommend you to others in their circle, including family, friends, neighbors, and colleagues. 

One of the ways you can earn a reputation for exceptional service is by connecting your clients with value-added services like home staging, renovation, financing, or relocation assistance. 

This is why it pays to build a network of trusted professionals in the industry; you can save your clients time, money, and grief by introducing them to experts in your area who will help them get the best value for their buck. 

If you know people who are great at what they do, you can make your client’s experience far better than if you left them to pick and choose from lists of unknowns. 

Here are a few ways to provide next-level service to your database: 

#5—Educate yourself every day

Staying on top of the real estate market is a big part of this. You can’t send market updates to your database if you’re not staying on top of those yourself. 

But don’t stop with just a bullet point list of the biggest news highlights for the industry. If all you can do is repeat headlines, your clients will pick that up as soon as they ask you to explain why inventory is low, why mortgage rates are so high, and why home prices continue to climb. 

To become the knowledge broker for your clients and community, you need to continually educate yourself on changes in the housing market, real estate industry trends, regulations, and any news that could impact the people in your database. 

Tune into the daily Hot Sheet to get the latest news on the housing market and the economy, and, if you’re a BAMx member, take advantage of the daily downloads for each episode. Those will come in handy with the next strategy on the list. 

Knowing not only what’s happening but also why helps you position yourself as a community expert whom people can trust to guide them through the buying or selling process. 

#6—Educate your audience

You can be the most knowledgeable agent in your area, but if no one knows how well you understand the market or the home buying/selling process, it’ll do you no good. So, use your online presence—your blog, social media, webinars/livestreams, and online courses—to educate your audience and answer their questions. 

People want to work with a real estate agent who knows their market in and out, who can connect them with trustworthy lenders, and who has a proven track record for helping their clients get the best results. 

By all means, showcase your engaging personality, but don’t assume your ideal clients aren’t interested in what they can learn from you. Educational does not equal boring. 

In fact, consistently pumping out content that is both engaging and educational can give you an edge no other agent in your market has (or is willing to work for). 

#7—Use targeted marketing campaigns

There is no one-size-fits-all when it comes to your real estate marketing. Some consumers will respond more to your videos on Instagram or YouTube, while others will pay more attention to your emails. And those who enjoy your social media content will probably gravitate more toward different kinds of content. 

The type of content each of your clients and prospects respond to will have a lot to do with where they are in your funnel—as well as where they’ve been. 

To better serve them, create targeted marketing campaigns by segmenting your audience and sending each group the kind of content that’s most relevant and helpful to them. Create messaging and offers that meet their needs and preferences. 

This approach works best with email marketing. And aside from customized email campaigns, you can also send one-to-one videos to each of your clients every year, half year, or quarter, to touch base and let them know what’s going on in their market that could impact them. 

#8—Use a CRM and leverage its automation

If you want to not only survive but thrive in today’s competitive market, you need a CRM that makes it easy for you to manage and track your leads, automate communications, and streamline the real estate sales process. 

Whether you go with FollowUp Boss, BoomTown, or something else, a full-featured and user-friendly CRM is a must-have for any growth-oriented real estate business. 

For your business to grow, you need tools that help you help you stay organized and enable you to respond quickly and effectively to the people in your database. Besides, if your database is stored online, you can easily access it wherever you are and receive notifications when a response or some other type of action is needed. A good CRM can make you a better agent. 

#9—Build strategic partnerships

Establish partnerships with local business leaders, mortgage lenders, home inspectors, contractors, movers, and interior designers/stagers. Once you know which professionals in each of these categories you can trust to provide top-quality service to your clients, you can offer bundled services or cross-promote each other. 

Having connections in your area with trustworthy professionals adds value to your client’s experience, saving them the time they would otherwise spend researching their options. 

This falls under exceptional customer service and adds to your client’s perception of you as a well-connected professional. 

#10—Nurture your leads (at every step)

Be prompt in your responses to inquiries from clients and prospects. And follow up with them on a regular basis. Create and implement lead nurturing strategies to stay top of mind:

Keep leads flowing in and moving through your funnel with a nurture plan that keeps them engaged every step of the way, even if they’re a year or more away from transacting. 

#11—Don’t be afraid to ask for referrals

The best time to ask a client for a review is when the transaction goes firm. That may also be the best time to ask for a referral. But if that window of opportunity has already closed, it doesn’t mean you’re out of luck. 

Any time you add value to your client, even long after their transaction, if they’re grateful for the information you shared or for an action you’ve taken on their behalf, they’re more likely to be receptive to your asking them for a referral. 

After all, the happier they are with your service, the more likely they are to refer a friend or family member to you or even just to talk about you to others who might possibly be interested in buying or selling. 

If you want referrals from other real estate professionals, give them a reason to refer you. You can start by asking a trusted fellow agent in a different market—specifically one a client of yours is planning to move to—whether you could refer your migrating client to them. By sending a client their way, you’re doing them a favor, and they’ll be more likely to do the same for you. 

By now, the overall theme should be clear. To keep your pipeline full, you need to be active every day building relationships and nurturing them by delivering as much value as you can. And in a market like this one, building trust and staying top of mind are more important than ever.